CHỦ ĐỀ 4: THƯƠNG HIỆU, LOGISTICS VÀ MARKETING
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PHÁT TRIỂN KÊNH BÁN HÀNG THEO HÌNH THỨC MARKETING TRỰC TIẾP NHẰM
NÂNG CAO ƯU THẾ CẠNH TRANH CHO CÁC DOANH NGHIỆP BÁN LẺ HÀ NỘI
PGS.TS. Phan Thị Thu Hoài- Khoa Marketing, ĐHTM
Abtract
The article refers to the development of new types of sales channels for retail businesses in
Hanoi which is the channel in the form of direct marketing to enhance competitive advantage for
retailers. The advantages and disadvantages of this type of channel contribute to the business of
retailer are explored. To provide the basis for the use of this type of sales channel to enhance the
advantages of retail business, the results of Hanoi consumer surveys about their purchase
responsed to direct marketing sales channels are presented. Next, apply solutions to create
competitive advantages for Hanoi retailers are proposed: the type of channel should focus on
developing and type of products offered by each of these channels and the use of these channels
complementary to traditional channels to create and develop relationships with customers.
HỘI NHẬP NGÀNH DỊCH VỤ LOGISTICS VỚI ASEAN CỦA VIỆT NAM –
THÁCH THỨC, CƠ HỘI VÀ KIẾN NGHỊ
TS. Nguyễn Văn Minh- Khoa KDTM, ĐHTM
Abstract
Nowadays, Logistics become an important service field of Vietnam economy and many
countries.Vietnam has been joining in international and Asian economic integration more deeply
and especially in Logistic service. This article will introduce the role of logistic service in the
economic development, key challenges and opportunities in the integration to Asian economy of
our country currently. Base on the consideration, the author would like to propose some ideas to
state management Departments and Vietnam Logistic enterprises aimed at promoting integration
process with Asian countries and developing Logistic service field of our country in the coming
years.
LUẬN BÀN VỀ SỰ TƯƠNG THÍCH GIỮA LUẬT THƯƠNG MẠI VIỆT NAM 2005 LIÊN
QUAN ĐẾN HỢP ĐỒNG MUA BÁN HÀNG HOÁ QUỐC TẾ VỚI NHỮNG NGUYÊN TẮC
CỦA CÔNG ƯỚC VIÊN 1980, NHỮNG LỢI ÍCH CỦA DOANH NGHIỆP VIỆT NAM KHI
GIA NHẬP CÔNG ƯỚC VIÊN 1980
TS. Trần Thành Thọ - Khoa Luật thương mại, ĐHTM
Abstract
In the process of integrationand development, the participation inbilateral
andmultilateraltreatiesisnecessaryto Vietnam, especially theinternational treatiesin the field
oftrade. 1980Vienna Conventionon contracts forthe InternationalSale of Goods(CISG) is one of
theInternational Conventionon Tradehas approvedandwidely usedtoday.Actually, Vietnam neither
joins theCISG, nor is amember of theCISG, however, ininternationaltrade, the
internationalcommercial contractsare considered as a fundamental, basicelement ofthe exportand
import ofgoods betweentraders and it is becoming avery importantpartin theVietnamese’s economy.
This articleintroducestheCISGand assessment ofthe compatibility ofthe Commercial
Law2005withthe principles of theCISGanddiscussionof VietnamtowardjoiningCISG.
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QUẢN TRỊ MARKETING QUAN HỆ VÀ HIỆU QUẢ XUẤT KHẨU CỦA CÁC
DOANH NGHIỆP MAY MẶC VIỆT NAM
TS. Nguyễn Hoàng, Khoa ĐTQT, ĐHTM
Abstract
Relationship marketing to customers is a new concept for Vietnamese enterprises, which
most often focuses on the current marketing mix 4Ps model. This paper, through theoretical and
empirical studies, analyzes the association between internationalization process, international
relationship marketing activities and export performance of Vietnamese garment enterprises. Based
on research results, this paper proposes some recommendations to improve export performance of
the theses enterprises.
THỰC TRẠNG VÀ GIẢI PHÁP PHÁT TRIỂN CÁC DOANH NGHIỆP LOGISTICS
VIỆT NAM TRONG ĐIỀU KIỆN HỘI NHẬP
PGS.TS. An Thị Thanh Nhàn, Khoa Kinh doanh Thương mại- ĐHTM
Abstract
Vietnam is a great potential country for logistics development, therefore Vietnamese
logistics enterprises are growing up in the beginning period and have contributed 15% of GDP
annually. Although Vietnam's logistics industry is still young, but growth opportunities in the
integration context is not trivial. Development of logistics businesses is fundamental to promote the
growth of this important supporting industry. By collecting secondary information to review the
situation and assess the current status of logistics businesses in Vietnam, and analysising the basic
factors affecting the development potential of the logistics industry in the future, this article brings
out some directions and fundamental solutions to contribute to the development of logistics
enterprises.
Keyword: Logistics, Logistics service, Logistics enterprises, Logistics market, Integration,
Globallization.
MARKETING HƯỚNG ĐẾN TINH THẦN VÀ NIỀM TIN CỦA NGƯỜI TIÊU
DÙNG – MỘT KHÁI NIỆM TẠO LỢI THẾ CẠNH TRANH
Châu Đình Linh- Đại học Ngân hàng TPHCM
Abstract
"If the quantity changes then the substance changes "- a philosophy statement describing
the continuous change of matter; that process of change begins from the quantity and if sufficient
quantity is accumulated, then the substance will change accordingly. This statement is always
right with any physical phenomena, including the marketing. At this moment, marketing is not
the activities towards product to increase sales of the enterprises, or the concern, maintenance in
order to set up close relationships with customers or building a brand, etc…However, it
NÂNG CAO NĂNG LỰC CẠNH TRANH TRONG KINH DOANH XUẤT KHẨU
THAN CỦA VIỆT NAM
ThS. Đào Thị Phương Mai, Khoa QTDN, Nguyễn Thị Hay, CH15TMA, ĐHTM
Abstract
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Businesses in general and those operating in the coal production and trading for export in
particular have aware the importance of improving their competitiveness capacity in the context of
global integration and fierce competition. Competitiveness has become a decisive factor for success
of a business.
Vietnamese coal processing and trading enterprises have faced with difficulties because the
Government has limited coal exports while the Ministry of Finance has decided to increase export
taxes of coal products to 20 per cent.
It is the reason that the businesses should have their long-term competitive strategies with
an aim to enhance Vietnam’s coal exports as well as retain growth in the context.
Building competitive capacity in the sector could help the firms achieve the following
targets:
- Effectively implementing activities to strengthen competitiveness aiming at better
exploiting domestic resources and meeting customers’ demand.
- Comparing their resources with competitors, implementing analysis to help them surpass
their rivals and attracting investment.
- Analyzing competitive advantages of every business would help them find out reason and
solutions to improve competitiveness and limit weaknesses.
Coal exploiting, processing and trading enterprises in Viet Nam are the main studying
objective of the writing.
The study would analyze and review activities of the country’s coal businesses, thus
providing reasons and solutions for improving their competitiveness.
Keywords: coal export competition, competitive capacity, coal export competitive capacity,
improving competitive capacity and Vietnam’s coal export
TĂNG CƯỜNG CÔNG TÁC QUẢN TRỊ CÔNG NGHỆ ĐỂ XÂY DỰNG VÀ PHÁT
TRIỂN CÁC NĂNG LỰC CÔNG NGHỆ NHẰM DUY TRÌ KHẢ NĂNG CẠNH TRANH
BỀN VỮNG CỦA DNVN
TS. Hoàng Đình Phi, ĐHKT, ĐHQGHN
Abstract
After nearly 25 years of developing market economy according to socialist orientation with
a lot of state support, most of the enterprises still remains weak competitiveness and are
unsustainable. Many researchers have analyzed and commented that most enterprises are lack of
the necessary technological capacity to compete in a sustainable way. In the framework of this
article, the author focuses on introducing some rationale and urgency of the need to strengthen the
governance of technology to set up and develop the technological capacity in order to maintain the
sustainable competitiveness for Vietnam enterprises in general and for the products and services of
Vietnam enterprises in particular.
NGHIÊN CỨU MÔ HÌNH KINH DOANH MUA THEO NHÓM (GROUPON)
TRONG BÁN LẺ ĐIỆN TỬ VÀ KHẢ NĂNG ÁP DỤNG TẠI VIỆT NAM
Lê Thị Thu Hoài, Nguyễn Minh Đức, Khoa Thương mại Điện tử, ĐHTM
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Abstract
E-Commerce has changed the business way of companies and has broughta lot of benefits to
bothcompanies, consumers and society. Along with the development of e-commerce, many business
models appear and develope very rapidly, typical business model is groupon business model.
In 2008, Groupon, Inc.had launched Groupon business model (also known as group
purchasing model) in the U.S. Only after two years of operation, Groupon.com has been famous
over the world and it’sas a new sales method is extremely attractive. Revenue of Groupon has
reached nearly $ 1.35 billionafter two years of operation. In March 2011, the company is valued up
to $ 25 billion. Groupon is the only dot-com companies grow so rapidly. Groupon is a business
model that can attract a large number of customer participation by low-cost advantages and
exploiting the rapid sharing of information on the Internet. It’s unlimited time and space. On the
other hand, Groupon is a model capable to extend. Therefore, Groupon model may be
expandingover the world. There are many companies has developed Groupon business model in
many countries. Even the countries in Southeast Asia such as Vietnam, Philippines, Singapore also
has many Groupon model companies. Groupon is changing buying habits, as well as promotions.
Images of long lines waiting to buy promotional gradually replaced with the text message, the
message, and tweet about the campaign discounts on Groupon.
COLLABORATION IN FRESH FOOD SUPPLY CHAINS TO SUPERMARKETS IN
HANOI
TS. Lục Thị Thu Hường, Khoa KDTM, ĐHTM
Abstract
With the arrival and development of supermarkets, Hanoi is currently experiencing changes
in its fresh food retailing system. The objective of this paper is to analyze and assess these changes
in terms of the role of supermarkets in the value chains for fresh food. Specifically, the assessment
looks at the current issues and constraints for improved collaboration in fresh food supply to
supermarkets, from the supermarket’s perspective. The analysis is based on in-depth interviews
with the supermarkets’ procurement managers as well as with the farmers and other food
producers. It shows that the foreign retailers are much more active in the collaborative
relationships with their suppliers than the local players. It concludes with some recommendations
for supermarkets to enhance the collaboration options to reap higher benefits for both local
supermarkets and farmers.
WIN-WIN COOPERATION STRATEGIES FOR BIG AND SMALL BUSINESSES
IN KOREA
Seo-Kyun KIM, Pin CHO, Hee-Cheol MOON, Chungnam National University, Korea
Abstract
In the age of globalization, the necessity of win-win or mutually-beneficial cooperation
among big corporations and small and medium-size enterprises(SMEs) for their sustainable growth
never can be overemphasized. The failure by big corporations and SMEs to cooperate as partners
on an equal footing is bound to create an imbalance in the overall economy and inevitably results
in limiting the growth potential for both parties. In this paper, after reviewing current status of
cooperation among Korean big corporations and SMEs, we proposed several policy alternatives to
help introduce lasting improvements to the cooperative relationship among them. These kinds of
policy measures would be especially effective in case of technology intensive small venture firms in
Korea.
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Key Words : Win-Win cooperation strategy, Big corporations, SMEs, Policy measure
HỢP TÁC XÂY DỰNG THƯƠNG HIỆU ĐIỂM ĐẾN VÀ KHẢ NĂNG ÁP DỤNG
CHO BA TỈNH LÀO CAI – YÊN BÁI – PHÚ THỌ
Nghiêm Phú Bình- Khoa Khách sạn Du lịch, ĐHTM
Abstract
In the sector of tourism, each nation, city or village is considered a destination. Today, each
of them must compete with every other for its share of the world’s commercial, political, social and
cultural transactions in what is virtually a single market. Destination branding is the key for the
success of the competition. In Vietnam, destination branding is currently in its initial period and
needs more time to fully be activated. This article mentions co-branding in tourism. It examines the
case of three Northwestern provinces, Lao Cai – Yen Bai – Phu Tho and the possibility of
application of co-branding in these provinces.
Key words: Co-branding, Travel to the origin, Lao Cai, Yen Bai, Phu Tho.
KHÁCH HÀNG ĐỐI VỚI THƯƠNG HIỆU TRỰC TUYẾN
TS. Nguyễn Hoàng Việt, Khoa QTDN, ĐHTM
Abstract
Unlike the traditional bricks-and-mortar marketplace, the online environment includes
several distinct factors that influence brand trust. This study examines how brand trust is affected
by the following Web purchase-related factors: security, privacy, brand name, word-of-mouth, good
online experience, and quality of information. The findings show that brand trust is not built on one
or two components but is established by the interrelationships between complex components. By
carefully investigating these variables in formulating marketing strategies, marketers can cultivate
brand loyalty and gain a formidable competitive edge..
PHÁT TRIỂN CHIẾN LƯỢC BÁN HÀNG VÀ DỊCH VỤ KHÁCH HÀNG CỦA CÁC
DOANH NGHIỆP THƯƠNG MẠI BÁN LẺ NHÀ NƯỚC TRONG BỐI CẢNH HỘI NHẬP
KINH TẾ QUỐC TẾ
Nguyễn Ngọc Hưng, Khoa QTDN, ĐHTM
Abstract
Nowadays, retail market in Vietnam is estimated at nearly USD 78 billion and annual
growth rate of more than 20% (according to the GSO). Moreover, the number of young consumers
is on the top in Asia. This is an opportunity for retail businesses in Vietnam to develop. However,
the retail commercial enterprises in general and the state retail enterprises in particular that are
facing large fluctuations of the business environment along with its internal difficulties, have to to
develop sales strategies and customer services which re suitable with the fluctuation and the
changes of business environment in the context of international economic integration.
This article has a great significance both in theory and practice. It helps to establish the
model, content for development, sales strategy and customer services of retail enterprises. Through
appropriate research methods, this themes contributes to analyse the situation of sales strategies,
customer services of state retail businesses, thus making an objective assessment of the situation of
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factors, the development content for sales strategies, customer services and suggesting some
solutions to develop sales strategies and customer services of the state retail enterprises.
AN APPROACH TOWARDS CSR AND INNOVATION INTEGRATION
Nguyen Ngoc Thang, PhD, Nguyen Ngoc Phu , University of Economics and Business,
Vietnam National University
Abstract
While CSR is increasingly becoming a part of company discussions worldwide in the quest
for greater value and competitiveness, innovation is understood to be one of the main drivers of
firm competitiveness. The paper aims to advance understanding of the link between CSR and
innovation in order to better strategy design and policy formulation in organizations. At the result,
it leads to increase in awareness and motivation on CSR and innovation integration. Therefore, the
paper describes literature review that explains the relationship between CSR and innovation; draw
some barriers to CSR-driven innovation and describe how the study could increase awareness of
CSR-driven innovation. Finally, we provide approach towards CSR and innovation integration and
directions for future research.
Keywords: Compatibility; Innovation; Corporate Social Responsibility (CSR).
BẢO VỆ THƯƠNG HIỆU NHÌN TỪ THỰC TIỄN CỦA CÁC DOANH NGHIỆP
VIỆT NAM
PGS.TS. Nguyễn Quốc Thịnh, Khoa KDTM, ĐHTM
Abstract
The paper addresses the issue of brand protection, one of the issues currently overlooked in
many enterprises in Vietnam. Bad is infringing brand is pretty common in Vietnam and Vietnam's
brands were foreign accounts resulting from the use of subjective, incomplete awareness of the
enterprises. From the survey results and the actual depth interviews, the article points out the
problems is very limited in the protection of the corporate brand from which to offer a few
suggestions for security scenario brand protection in enterprises. Depending on actual conditions,
businesses can flexibly manipulate each individual solution or combined simultaneously between
them to achieve the best results in brand protection activities of enterprises.
MOBILE MARKETING - CÔNG CỤ KẾT NỐI THƯƠNG HIỆU VÀ NGƯỜI TIÊU
DÙNG
ThS. Nguyễn Thị Quỳnh Hương, Khoa KSDL- ĐHTM
Abstract
Mobile Marketing is not new media trend but also is really to become a strong tool to
capture attentions and interests from customers. MM market is assessed that is a big and open
market; deploying MM form will give businesses benefits. The fact proved that MM helps increase
effective working of staffs, especially is Sale department and Marketing. It also helps promote
brands and services and produces consumption of businesses. However, Vietnam businesses has not
been still interested in MM and exploited all of effectives and benefits which it gives. Understanding
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the importance of MM, this task research general issues about MM, applicant MM tool of Vietnam
businesses and recommend promoting and developing MM in business.
THƯƠNG HIỆU DỊCH VỤ VÀ PHÁT TRIỂN THƯƠNG HIỆU DỊCH VỤ NGÂN
HÀNG TẠI VIỆT NAM
Nguyễn Thị Thanh Nga, Khoa KDTM, ĐHTM
Abstract
This report will initially give a short overview of some general concepts of branding,
especially definitions, benefits of brands.
Whilst most literature relates to branding for goods, the second part of this report focuses
on issues for branding professional services, especially the banking industry. The author will relate
the approaches this industry currently takes to the relevant theory.
Key words: brand, branding service, service
CỦNG CỐ HÌNH ẢNH THƯƠNG HIỆU MỘT SỐ TRANG THÔNG TIN DÀNH
CHO GIỚI TRẺ VIỆT NAM
ThS. Nguyễn Thu Hương, Khoa KDTM, ĐHTM
Abstract
During this period, there has witnessed the dramatic increasing number of information
websites focusing on young people aged from 15 to 25 years old, and the gradual reveal of
drawbacks in building their brand image in the readers’ minds. This article aims to show an insight
to fundamental assessments, which indicates the main positive brand associations constituting the
brand image of website are received. In addition, this article also gives some suggestions to
strengthen the brand image of third sites: http://kenh14.vn,
http://news.zing.vn
and
http://hoahoctro.vn. The data came from two sources: primary and secondary. The main secondary
sources were collected from the studies related to Website, Brand Equity. Primary data were
synthesized through a survey with two stages. Research methods used in this article are based on
quantitative methods of statistical data collected from questionnaires (Offline, Online) and experts’
opinion.
Keywords: Brand image, Brand equity, Brand Associations, Information Websites.
PHÁT TRIỂN XÚC TIẾN DU LỊCH QUỐC TẾ ĐẾN CỦA CÁC DOANH NGHIỆP
LỮ HÀNH HÀ NỘI
TS. Nguyễn Viết Thái, Phòng KHĐN, ĐHTM
Abstract
As one of the biggest tourism centers of Vietnam, Hanoi plays a very important role in
developing Vietnam’s tourism in general and Northern tourism in specific. Travel agencies in
Hanoi play an important part in attracting tourists not only for Hanoi but also for many other
provinces in the North of Vietnam. In recent years, travel agencies in Hanoi have conducted a lot
of promotion activities for intenational tourism in various ways such as: advertising, personal
selling, sales promotion, tourism fairs ...However, these activities are still nonproffessional,
ineffective and uncooperative.
The main objective of this study is to examine, analyze and evaluatethe curent status of the
promotion activities for international tourism arrivals of the travel agencies in Hanoi up to 2020.
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The solutions and recommendations of this study are pointed out based on content analysis of two
promotion activities of travel agencies which are the use of promotion tools and the links in toursim
promotion activities
Key words: international tourism arrivals, tourism promotion, link promotion, hanoi
tourism, Development of tourism promotion
QUẢN TRỊ THỊ TRƯỜNG CHIẾN LƯỢC – CÁCH THỨC TẠO LẬP LỢI THẾ
CẠNH TRANH CỦA CÁC DOANH NGHIỆP KINH DOANH CỬA NHỰA CAO CẤP HIỆN
NAY
Phan Đình Quyết- Khoa Quản trị doanh nghiệp, ĐHTM
Abstract
Vietnam joined the WTO to open up opportunities for enterprises in Vietnam. But it comes
with threats from having to compete with foreign enterprises. The market of enterprises are not only
mere the domestic competitors but also as competitors come from foreign countries. Facing with
the entrants of new entrepreneurs, the competitive intensity between many industries continues to
grow. Having confidence of customer in products to maintain and increase market share to create a
competitive advantage is become to one of the main trends of enterprises in Vietnam. Therefore, the
strategic market management becomes a prime importance problem for Vietnam enterprises. These
enterprises which are operating in the business of plastic doors sector in general and Eurowindow
in particular are very interested in the strategic market management. In the contents of this article,
author gives the state of the Plastic doors business enterprises today in Vietnam (in-depth research
orientation Eurowindow). Basing on the situation, the author offers some solutions to improve the
strategic market management of enterprises who do business high quality plastic door.
TĂNG CƯỜNG HIỆU LỰC XÚC TIẾN TMĐT ĐỐI VỚI CÁC DOANH NGHIỆP TRONG
LĨNH VỰC AN TOÀN BẢO MẬT, NGHIÊN CỨU ĐIỂN HÌNH TẠI CÔNG TY TNHH
BKAV
Phùng Mạnh Hùng, Khoa QTDN, ĐHTM
Abstract
Using the tools of electronic promotion has been a tendency not only apply to foreign
companies, it is also more common in enterprises in Vietnam. This can be explained because the
electronic promotional tool to show the superiority as: towards the right audience, can measure
the efficiency, cost savings .. BKAV is the sole representative of Vietnam in the field of security and
confidentiality, an important area in the IT industry with high growth prospects in the future, the
enterprise is using the tools of electronic promotion such as the key solution to help continuing to
expand the market share, but the effectiveness is limited. By the method of interviewed experts, the
questionnaire survey, using SPSS 16.0 software and the support of Excel for data processing, the
author would like to clarify the situation and the effective using the tools of electronic promotion in
the enterprise.
GIẢI PHÁP QUẢN TRỊ LOGISTICS CHO CÁC DOANH NGHIỆP
NGÀNH NHỰA VIỆT NAM
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ThS. Trần Thị Thu Hương, Khoa KDTM, ĐHTM
Abstract
Logistics management plays an important role in creating profitability and competitive
advantage for enterprises through ability to provide added value of time, place and effective
movement of goods to customers. Therefore, research direction in logistic activities among
Vietnamese enterprises is an important base to improve logistic activities, business efficiency and
competitiveness. Based on survey of 61 plastic enterprises, this article presents the current status of
logistic activities in the Vietnamese plastic enterprises; and provides some feasible solutions for
logistic activities to enhance the competitiveness of these enterprises in the current conditions.
NÂNG CAO VỊ THẾ CỦA VIỆT NAM TRONG CHUỖI GIÁ TRỊ TOÀN CẦU
ThS. Trần Thị Tuấn Anh, Trường Đại học Kinh tế TPHCM
Abstract
In globalization, the trend of attending global value chain (GVC) is a indispensable. By
inductive qualitative method, this article points out the reasons why Vietnam is absolutely
necessary to participate in GVC. However, based on real evidences and figures announced by
VietNam General Statistic Office, all show that Vietnam is somewhere at lowest value-added
places in the chain. It is important to discover what causes this result. Relying on these reasons,
the article proposes some solutions that can be useful to improve Vietnam’s position on the chain,
escapes the lowest places, takes up the more value-added operations on the chain.
Keywords : Advantages of GVC, Disadvantages of GVC, global value chain, solutions,
Vietnam in global value chain.
DOANH NGHIỆP NHỎ VÀ VỪA VỚI MỤC TIÊU CHIẾN LƯỢC
CẠNH TRANH BẰNG SẢN PHẨM MỚI
Võ Phước Tấn, ĐH Công nghiệp TP HCM
Tóm tắt
Cạnh tranh toàn cầu đã tạo ra sự đổi mới căn bản quan trọng đối với doanh nghiệp và tư
duy kinh doanh. Đầu tư vào sự đổi mới là cần thiết cho sự tồn tại và phát triển. Nhiều công ty đa
quốc gia nghiên cứu phát triển mạnh những sản phẩm mới mang tính toàn cầu tại các trung tâm
nghiên cứu đặt tại nhiều nước và nhận biết những nhu cầu cần được thỏa mãn của khách hàng và
sẵn sàng thuê những kỹ sư tài năng để thiết kế sản phẩm mới cạnh tranh. Nhưng cho đến nay những
doanh nghiệp Việt Nam chậm đổi mới về tư duy và đầu tư cho những hoạt động nghiên cứu liên
quan đến sản phẩm mới, vì vậy mục tiêu chiến lược hàng đầu để cạnh tranh thành công trên thị
trường trong nước và quốc tế là các DNNVV Việt Nam cần tập trung hơn nữa cho thiết kế sản xuất
sản phẩm mới nhằm thỏa mãn nhu cầu ngày càng cao của người tiêu dùng thông minh.
Từ khóa: DNNVV, Cạnh tranh, sản phẩm mới
MARKETING DI ĐỘNG VÀ LỢI THẾ CẠNH TRANH CỦA CÁC DOANH
NGHIỆP VIỆT NAM TRONG THỜI ĐẠI SỐ
TS. Cao Tuấn Khanh, Khoa Marketing, ĐHTM
.
Abstract
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Mobility is a new technology, as well as Internet, it can be applied in many industries and
the marketing strategy of many Vietnam businesses today, a smart or not smart manner. It could
bring business efficiency, the difference, the opportunity to compete or a combination of all this.
The problem is not in the efficiency of mobile technology, but how effectively apply mobile
technology in the field of business marketing. The biggest challenge of firms is to provide greater
value and more satisfy customers than competitors. The issue related to two factors affect the way
the provision of value: first is an industry force, providing the ability to decide the value of the
participants competing in general, the second are advantages relatively competitive enterprises
allows a superior to other competitors. These two factors increasingly dominate in the digital age,
but they can vary widely by industry and by individual businesses.
Từ khóa: Marketing di động, chuỗi giá trị, lợi thế cạnh tranh
THỰC TRẠNG VÀ MỘT SỐ VẤN ĐỀ ĐẶT RA TRONG ĐỊNH VỊ MÁY
TÍNH THƯƠNG HIỆU VIỆT
ThS. Đào Thị Dịu, Khoa Kinh doanh thương mại, ĐHTM
Abstract
Over the past decades, the matter of brand in our country has emerged as a trend, a
movement that there is annual poll in many different forms. Most of Vietnamese enterprises are
realizing the huge importance in creating brand reputation, company image in the minds of
customers and the public. However, the deployment has not reached "the sinking of the iceberg"
because most companies in Vietnam are in the status of "interest" or "desire" but they are
embarrassed, inadequate and make very little progress when starting work. One of the causes of
this situation is that Vietnamese companies have not found out a long-term strategy to build and
develop their brand. Especially, they have not located the brand image clearly in the minds of
consumers. This article is written to provide some contents related to strategic planning for brand
positioning, as well as an overview of the real situation of the Vietnamese computer brand positioning
of some enterprises. It also gives some major solutions to help Vietnamese enterprises build their own
images in the minds of consumers.
Key words: Brand positioning, Brand images, Computer brand
XUẤT XỨ HÀNG THỰC PHẨM – VẤN ĐỀ QUAN TRỌNG TRONG VIỆC TĂNG
KHẢ NĂNG CẠNH TRANH CỦA CÁC SIÊU THỊ TRÊN ĐỊA BÀN HÀ NỘI
ThS. Hồ Thị Mai Sương, Khoa KT, ĐHTM
Abstract
Nowadays, the retail sector in Vietnam deeply joined in world markets. It has created new
competition among retailers in the domestic and foreign. In particular, the competition for food
items is strong between the supermarkets. Supermarkets must rigorously comply with regulations
about the origin of food items. In there, the origin of food items in supermarkets in Hanoi is a
problem of great interest. In recent, many supermarkets have been reflected about food products of
unknowtn origin by consumers. This greatly affect the competitiveness of the supermarket. The
author utilized specific methods as Data collection, Processing and Analysis in order to study about
current situation of implementing the regulations about origin of food items in supermarkets in Ha
Noi as well as increase their competitive advantages.
Keywords: competition, consumers, food, hygiene and food safety, origin, supermarkets
11
VAI TRÒ CỦA NHƯỢNG QUYỀN THƯƠNG MẠI TRONG VIỆC CỦNG CỐ VÀ
MỞ RỘNG THỊ TRƯỜNG
TS. Hoàng Văn Hoàn , Viện Nghiên cứu Thương mại
Abstract
Franchising is one of the popular commercial models in developed countries and regions.
Franchise activity has been considered as one of the effective business method and popular all over
the world. The study “The role of franchising in strengthen and expanding market” firstly raises
perspective and the franchise development orientation with a combination of general theories about
the franchise and the actual development of this model in Vietnam. Based on the developing
experience in franchising of some countries in the world, this paper makes a review of the potential
development of franchising in Vietnam. Within the paper, the author does not offer solutions or the
orientation for the franchise model in Vietnam, but shows the main roles of franchising in the
development of market of enterprises and its affect on Vietnam’s market strategies in the future.
GIẢI PHÁP QUẢN LÝ TỔNG THỂ ERP NHẰM NÂNG CAO HIỆU QUẢ QUẢN
TRỊ KINH DOANH TẠI VISEC TRONG BỐI CẢNH HỘI NHẬP KINH TẾ THẾ GIỚI
ThS. Lê Việt Hà – Khoa THTM, ĐHTM
Abstract
In the context of economic integration in the world today, businesses are facing many
opportunities and challenges with a strong shift of the times to integrate, cooperate and compete in the
global economy. To improve the efficiency of business management, businesses need to actively leapfrog
the application of advanced technology solutions, application of information systems, electronic
commerce for their activities. VinaShin Shipbuilding Engineering Joint Stock Company (Visec) runs in the
field of shipbuilding industry which is having to address the problem of restructuring the business as
required by the Government. The application of information systems to support efficient operations of the
company will help Visec save costs, improve productivity and expand opportunities for business
development. In this paper we propose a comprehensive management solution ERP to improve efficiency
of business administration at the Visec company in the context of economic integration in the world today.
ĐÁNH GIÁ TÌNH THẾ PHÁT TRIỂN CHIẾN LƯỢC MARKETING TRỰC TUYẾN
CỦA TẬP ĐOÀN CÔNG NGHỆ CMC
ThS. Lưu Thị Thùy Dương - Khoa QTDN, ĐHTM
Abstract
In recent years, online marketing has become one of the most popular trend in the enterprise
to solve the cost/benefits to business and consumers. In Vietnam, online marketing is a hot trend but
there are still many companies do not really understand the inner meaning of online marketing and
still hesitate to implement or developing it. So, in this article, the authors devel into generalized
content of the online marketing strategy, get research focus is the IT SBU companies of technology
group CMC. Research methods are mainly used in this article is to investigate by
interviewing experts and collected secondary data to establish a closely and comprehensive data
system about developing online marketing strategy of the IT SBU of technology group CMC.
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XU HƯỚNG MARKETING TRUYỀN MIỆNG TRONG ĐIỀU KIỆN HỘI NHẬP
Ngạc Thị Phương Mai, Khoa Kinh tế, ĐHTM
Abstract
Doing Business in the condition of integration, Vietnam enterprises need more effort to
improve its competitiveness. In recent years, marketing activities in domestic enterprises have not
been really professional, as well as properly invested. To promote the internal advantages,
catching up the trend of integration, there is a growing trend in marketing that firms are
increasingly concerned. That is word of mouth marketing. Although word of mouth marketing is
assessed to have higher efficiency and lower cost than advertising by introducing individuals and
passing information from person to person, it only creates “excitement” or “word of mouth”. By
focusing on analyzing the secondary database and detailed interview, this article may desire to
present the overview of word of mouth marketing and some solutions of improving the efficiency of
marketing activities for enterprises.
Key words: B2B, Word of Mouth Marketing (WOM), PR, Advertising, Virus marketing.
PHÁT TRIỂN CHIẾN LƯỢC MARKETING XUẤT KHẨU HÀNG MAY VÀO THỊ
TRƯỜNG MỸ CỦA CÁC DOANH NGHIỆP THUỘC VINATEX HIỆN NAY
TS. Nguyễn Đức Nhuận, Phòng Hành chính Tổng hợp, ĐHTM
Abstract
The impact of the global economic crisis in 2008 and a period 2011 - 2012 global economy
recession as predicted require Vietnamese export enterprises of textiles to improve their
compatitive capacities. The enterprise must change methods of export, export strategies in general
and markeing strategies in particular in order to catch and take advantage of opportunities in the
process of operating, doing business, developing and expending markets. Due to urgent
requirements, it is necessary to plan marketing strategies, create synchronous with the
breakthrough solutions to overcome the shortcomings, take advantage of business opportunities in
order to ensure the profits of businesses associating with the benifits of customers and society
The paper mainly refers to a number of issues concerning to planning a marketing strategy
of the enterprises of Vinatex in exporting textile products into the U.S. market effectively so as to
best meet the needs of customers, which is comnsidered as a key element to ensure the efficiency of
the operation of enterprises as well as the benefits for enterprises and the society.
MỘT SỐ GIẢI PHÁP NHẰM NÂNG CAO VỊ THẾ CỦA SẢN PHẨM CHÈ XUẤT
KHẨU VIỆT NAM TRONG CHUỖI GIÁ TRỊ TOÀN CẦU
Th.S Nguyễn Ngọc Quỳnh, Nguyễn Minh Quang, Khoa KT, ĐHTM
Abtract
Vietnam is well-known as a cradle of tea industry in the world. Each year, Vietnam exports
thousands of crude tea container to countries in over the world. However the volume and value of
it’s tea exports are inversely proportional to each other. In the global value chain, Vietnam just
play a role as a location of supplying raw materials, which not brings high value. The main
objective of this study was to analyze the operation of the tea value chain, the existing situation of
Vietnam tea industry and also propose some solutions to solve in the near future.
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GIẢI PHÁP NÂNG CAO KHẢ NĂNG CẠNH TRANH CHO HÀNG NÔNG SẢN
XUẤT KHẨU CỦA VIỆT NAM
Nguyễn Thị Hải Anh và NCS. Nguyễn Quốc Nghi, Trường Đại học Cần Thơ
Abstract
In recent years, export rates of agricultural products of Vietnam have been growing
continuously, which contributes significantly to limiting the overimportation and promoting
economic growth. However, these agricultural export products are facing with huge challenges
when Vietnam participates in the international playing field. Among which, the core issue is the
problem of "low competitive capacity". Therefore, this article sketches the reality of agricultural
product exportation of Vietnam, and identifies opportunities, strengths, challenges as well as
weaknesses of the agricultural export products then propose some solutions to enhance
competitiveness, thus contributing to boosting the export of agricultural products in Vietnam in the
near future.
Title: Solutions for improving the competitiveness of agricultural export products of
Vietnam
ỨNG DỤNG BSC TRONG ĐO LƯỜNG VÀ ĐÁNH GIÁ CHIẾN LƯỢC KINH
DOANH CỦA HABECO
ThS. Nguyễn Thị Mỹ Nguyệt, Khoa QTDN, ĐHTM
Abstract
“Please measure importan things!”, anything belong to organizes have to measure and
control. Beside supplement traditional financial The Balanced scoredcard (BSC) – an corporate
performance stratergy management tool, has been applied in many companies. It analyzes and
finds advantages and disavantages, becomes communicate strategic intent throughout the
organization. This study analyzes performance management tool situation and help Hanoi Beer
Trading joint Stock Company (Habeco) faster in applying successfully the BSC.
Từ khóa: Balanced Scorecard; Đo lường chiến lược; Thẻ điểm cân bằng
NĂNG LỰC CẠNH TRANH CỦA CÁC DOANH NGHIỆP VIỆT NAM TRONG
THỜI KỲ HỘI NHẬP-THỰC TRẠNG VÀ GIẢI PHÁP
ThS. Nguyễn Thị Thanh Nhàn, Khoa Marketing, ĐHTM
Abstract
International integration has forced the enterprises to improve enough competitiveness to
stand steady on the market. A common situation today: the competitiveness of Vietnamese
enterprises is still limited and weak, so survival ability and market positioning are very low
(especially international markets). So, building the competitiveness of Vietnamese enterprises is
an important objective in the integrating to the regional and world economy. If fail this
mission, Vietnamese enterprises is not only unsuccessful on the "away", but also suffere the same
consequences on the "home". Therefore, the business owners should understand what
the competitiveness of the business is, the causes of poor competitiveness, the real situation of
Vietnamese enterprises to find out the solutions to improve the competitiveness of the enterprises in
Vietnam
PHÁT TRIỂN CHIẾN LƯỢC SẢN PHẨM CHÀO HÀNG TRỰC TUYẾN CHO CÁC
CÔNG TY DU LỊCH VIỆT NAM: NGHIÊN CỨU ĐIỂN HÌNH TẠI VIETRAVEL
ThS. Nguyễn Thị Uyên – Khoa QTDN, Trường ĐHTM
14
Abstract
Study of “Developing Strategy of Online Product Offer of Vietnam Tourism Enterprises:
Case study at Vietravel targets to the following objectives: (1) to systematize theoretical
backround of nature and structure of online product offer strategy as well as its influencing factors;
(2) to clarify the reality of online product offer of Vietnam tourism firms in general and of Vietravel
in particular. It is also to identify the strategic changes in internal and external online marketing
environment; and finally (3) to formulate general solutions to develop strategy of online product
offer for tourism firms in Vietnam as well as for Vietravel. With the integrating quantitative and
qualitative analysis methods based on primary and secondary data, the author has fomulate a set of
solutions systematically including: develop targeted online marketing strategy and positioning
strategy, develop structure of online product offer strategy, develop resources for implementing
online product offer strategy and some others as well as the recommendations to Vietnam
Government, VietnamTourism Association in order to enhance the competitive advantages and to
booste turnover for Vietnam tourism industry.
Keywords: du lịch, sản phẩm chào hàng trực tuyến, phát triển chiến lược, Vietravel
HOÀN THIỆN QUẢN TRỊ HOẠT ĐỘNG LOGISTICS ĐẦU VÀO – GIẢI PHÁP
CẠNH TRANH CỦA CÁC CÔNG TY LẮP RÁP Ô TÔ VIỆT NAM
ThS. Phạm Thị Huyền - Khoa KDTM, Trường ĐHTM
Abstract
“Currently, inbound logistics management in the car assembly companies maintained
stability, ensuring the production and car assembly take place continuously. However, this work
still has limitations reduce the efficiency of production and sales, reduce the competitiveness of
companies. Based on theoretical studies combined with secondary data gathered from many
sources, the article made conclusions about the success achieved as well as the limitations exist,
propose a solution complete inbound logistics management in the production and business of
Vietnam's automobile assembly, thereby improving production efficiency and improve business
competitiveness in the market.”
VẤN ĐỀ THƯƠNG HIỆU CỦA CÁC DOANH NGHIỆP Ở THÀNH PHỐ CẦN THƠ:
THỰC TRẠNG VÀ GIẢI PHÁP PHÁT TRIỂN
NCS. Nguyễn Quốc Nghi và Trần Bình Diễm Thuận, Trường Đại học Cần Thơ
Abstract
Survey data from 115 enterprises in Can Tho city have been analyzed using descriptive
statistics, cross-table analysis with more squared test. The researchers have visualized the process
of building and developing brand names of businesses in the city. Through the herringbone pattern,
research has suggested four solution groups to develop brand names for businesses in the city. Can
Tho namely: (1) Raising awareness of enterprises about the brand, (2) Strengthening human
resources in building business brand names, (3) Improving the legal system, policies and action
programs for the brand names, (4) Strengthening the assisting role of building brand names from
different associations.
Keywords: building and developing, brand names, business
GIẢI PHÁP PHÁT TRIỂN HỆ THỐNG SIÊU THỊ TRÊN ĐỊA BÀN HÀ NỘI
TRONG THỜI KỲ HỘI NHẬP
15
ThS. Trần Việt Thảo, ThS. Bùi Lan Phương – Khoa Kinh tế, Trường ĐHTM
Abstract
In Hanoi, after some time in operation, the supermarkets system has obtained some initial
encouraging results and gradually entered to a new period of development with the rapid increase
in quantity and service quality. However, besides the opportunities still exist the challenges. The
Vietnam’s retail market was officially opened on Jan 1st, 2009 by the commitment of the World
Trade Organization WTO. This event has been creating many opportunities for foreign retail
groups to enter into the Vietnam retail market. This makes the domestic retail market become more
dynamic due to the fierce competition between supermarkets in general and among the domestic
supermarkets, the foreign supermarkets to grab customer and expand market share. Therefore,
study about the development of supermarkets system in the intergration period is a necessary
requirement. The paper focuses on analyzing the reality of supermarkets system in Hanoi, based on
the success and the restriction to offer solutions to develop the supermarkets system in Hanoi
subtainably in future, improve the competitiveness with multinational retail groups and meet the
requirements of integration with the region and the world to contribute to the Vietnam economy’s
development.
CHUỖI CUNG ỨNG: MÔ HÌNH ĐÁP ỨNG KHÁCH HÀNG CÓ HIỆU QUẢ (ECR)
TRONG QUẢN LÝ CHUỖI CUNG ỨNG
Vũ Thị Như Quỳnh - Khoa KT, Trường ĐHTM
Phạm Văn Kiệm, Công ty HKT
Abstract
On the process to carry on the commitment of logistic service in Vietnam when entering WTO,
our businesses face many difficulties and challenge. This article presents the supply chain procedure,
definitions and the systematic structure of a supply chain, the efficient consumer response model.
With the approaching method applying the definition of supply chain (the supply chain to AngloSaxon countries) and the explanation of related activities, the article will support enterprises to
better define differents stages of the procedure to deliver products to the market and improve the
management of product line flowing. Basing on this theory, the author points out the current
situation of supply chain of Vietnamese business and analyzes the application of ECR model as an
useful solution to increase value for supply chain and delivery.
CHỦ ĐỀ 5: CÁC LĨNH VỰC KHÁC
TRADE FACILITATION AND PAPERLESS TRADE: KOREA’S EXPERIENCE
Sang-Ryul Shim
Professor, Dept. of Northeast Asian Trade
Kwangwoon University, Seoul, Korea
1. Introduction
Once one of the world’s most isolated and impoverished countries, Korea is now one of the
most notable success stories of economic development through trade. Starting in the 1950’s as a
marginal economy with only US$50 million in trade, Korea is today one of the world’s leading
16
exporters of high-tech products such as semiconductors, cell phones, automobiles, and ships, with a
trade volume of over US$400 billion.
Korea is expected to join the ‘One-Trillion-Dollar Trade Club’ before the year ends. There
are only eight countries that have done so before Korea. Indeed, many people say that it is a
miracle, a man-made miracle in review of the very humble beginning Korea had. This result came
as the government and private sector joined together and endeavored diligently for expansion of
trade that has contributed significantly to Korea.
Trade has been the driving force behind Korea's transformation from poverty to prosperity,
and has propelled it to leadership in global organizations like the G20 that are directing the financial
future of the world. Korea has pushed ahead many robust trade facilitation policies and projects.
Trade facilitation is broadly defined as “the set of policies aiming at reducing export and
import costs”.1 In an international trade environment of declining tariffs, it has been one of the
spotlight policy issues.
According to Portugal-Perez and Wilson (2010), trade facilitation measures can be thought
of along two dimensions: tangible ‘hard’ infrastructure (highways, railroads, ports, etc.) and
intangible ‘soft’ infrastructure (transparency, customs efficiency, institutional reforms, etc.).
They suggest four aggregate indicators on trade facilitation. Two factors are more related to
the ‘hard’ dimension: i) physical infrastructure and ii) information technology (IT)). Other two
factors are more closely linked to the ‘soft’ dimension: iii) border and transport efficiency and iv)
business and regulatory environment.
All of these factors have an impact on export performance through the cost channel. Large
investments in physical infrastructure to improve the infrastructure quality alone do not necessarily
lead to lower trade costs. Complementary steps in regulatory reform for more transparent, efficient
and competitive environment are also fundamental.
In that sense, aggressive joint efforts of Korean government and trading communities for
trade facilitation, especially for the implementation of paperless trade and global e-Trade single
window, are highly appreciated by many foreign countries across the world.
In fact, Korea celebrated the meager US$100 million export mark in 1964 when the total
trade volume for the country stood at around US$500 million. It ranked the 68th in world trade.
Incidentally, Jamaica, Myanmar and Sudan were placed in similar ranks. Korea’s major export
items then were iron ore, tungsten, raw silk, anthracite and squid.
From this weak base, Korea’s trade expanded by leaps and bounds, primarily thanks to the
outward-looking development strategy adopted in the early 1960s. Obviously, the nation, in effect,
was able to take full advantage of the free trading regime maintained under the auspices of the
17
GATT. Korea’s export grew annually by 43.3% during 1962-66, 33.8% during 1967-71, and 50.9%
during 1972-76.
Between 1960 and 1990, Korea’s trade expanded annually by 30.3%. In the meantime, its
trade structure changed dramatically. Korea’s current major exports consist of automobiles, semiconductors, ships, machinery, petrochemicals, steel and other high-tech products.
With these phenomenal achievements in trade, Korea’s per capita income reached the
US$20,000 mark last year, nearly a 200-fold increase from 1964. It already is a member of OCED,
a club of the most advanced economies in the world today.
Certainly, Korea’s case convincingly testifies what trade can do to a country in eliminating
widespread absolute poverty and uplifting people’s living standard. Simultaneously, it well
illustrates the critical importance of the provision of the global public good - the free trade regime especially for developing and emerging countries.
In this paper, I would like to review the relationship between trade facilitation and trade
performance as well as the single window for paperless trade. Also, I would focus on Korea’s
experience of global e-Trade system, uTradeHub as a single window, to facilitate trade and to
improve competitive edge, which has been initiated and strongly supported by Korean government
since the early beginning of 1990s.
TỔNG QUAN LÝ LUẬN VỀ NGUỒN NHÂN LỰC CHẤT LƯỢNG CAO
TS. Đinh Sơn Hùng,Trần Gia Trung Đỉnh,
Viện Nghiên cứu Phát triển Tp.HCM (HIDS)
Abstract
Theory and the real situation of development of countries in the world show that the human
resources play a very important role in the development process. This paper focuses on analyzing
the content of high quality human resources concept and setting up the criteria for assessing the
quality of human resources. Moreover, this paper also mentions to the role of high quality human
resources in developing social economy in the context of integration.
CON ĐƯỜNG THÀNH CÔNG CHO CÁC DOANH NGHIỆP VIỆT NAM TRONG BỐI
CẢNH HỘI NHẬP QUỐC TẾ LÀ VỪA CẠNH TRANH, VỪA HỢP TÁC
PGS.TS Phạm Công Đoàn - Khoa QLNNL, ĐHTM
18
Abtract
International integration has made many opportunities and also created many difficulties,
challenges, competition is becoming more fierce. The road lead to success of Vietnam’s businesses
is to have competition and cooperation. In that sense, this paper used Michale Porter's theory of
competitive advantage, value chain and the view of some scholars to analyze the context of
Vietnam's economy and businesses in the international integration and view economic problems for
Vietnam’s enterprises in the integration and give some solutions to improve the likelihood of
success for businesses through competition and cooperation.
Keywords: Competition, cooperation, value chains, competitive advantage
CHIẾN LƯỢC PHÁT TRIỂN DOANH NGHIỆP TRONG ĐIỀU KIỆN
CẠNH TRANH QUỐC TẾ
PGS.TS. Nguyễn Quang Hùng - Khoa KTKT, ĐHTM
Abstract
Strategy is a concept that can be understood as a management plan aimed at directing
strengthening the corporate organizations’ positions, satisfying corporate customers’ demands and
obtaining certain results for their business operations.
This article looks at stages to draft and design strategies, introduces the specific
characteristics of the competition strategies. This article also gives definitions structures and types
of competition and competitive advantages of the development strategies that the company has
chosen. From the above issues, development strategies of the corporate organizations will in the
condition of international competition.
Key word: competition, management strategy, types of restructuring organization,
integration strategy, globalization.
THƯƠNG MẠI ĐIỆN TỬ VỚI CÁC ĐƠN VỊ XUẤT KHẨU THUỶ SẢN VIỆT NAM
PGS. TS. Đàm Gia Mạnh – Khoa THTM, ĐHTM
Abstract
Trading in export business whose key steps are advertising, promotion, choosing trade
partners, negotiation and signing contract, exporters face the matter of matching their product
supply and market demand. In the recent intensely competitive global economy, in order to develop
19
the business, it is necessary to participate in e-commerce. It is also to enhance competitiveness of
entreprises, including seafood export companies.
Based on analysis of fundamentals of seafood export trading in Vietnam recently and the
role of e-commerce in the business, this article judges the reality in e-commerce application in
Vietnamese seafood exporters. Thence, suggestions to promote e-commerce in order to enhance
competitiveness of Vietnamese seafood export entreprises are mentioned.
Keywords: competition, promotion, intergration, e-commerce, export.
ĐỘNG LỰC LÀM VIỆC VÀ TẠO ĐỘNG LỰC LÀM VIỆC CHO NGƯỜI LAO
ĐỘNG TRONG DOANH NGHIỆP – NHỮNG VẤN ĐỀ LÝ LUẬN VÀ THỰC TIỄN
ThS. Bùi Minh Lý – Khoa QTDN, ĐHTM
Abstract
The article issues on reasons and situation of working motivation and ways to motivate
workers in our country’s enterprises at present and some measures in motivating these workers in
the coming future. The subjects of the study are workers in some typical enterprises. The study
resorts to the instruments as multiple survey questionnaires, interviews, to produce the assessment
of the real situation of working motivation for workers, which serves as a base to propose the
solutions. The results from the process of systematizing the basic theories, and assessment of the
fact of the enterprises show that in order to motivate workers, the enterprises have to establish
scientific and realistic procedures, launch programs and measures related to the management of
the workforce such as workforce distribution and recruitment; workforce training and development,
workforce assessment and treatment…
DỊCH VỤ HỖ TRỢ MUA BÁN TRỰC TUYẾN TRÊN SÀN GIAO DỊCH B2B
NGHIÊN CỨU KINH NGHIỆM PHÁT TRIỂN DỊCH VỤ HỖ TRỢ
MUA BÁN TRỰC TUYẾN CỦA SÀN GIAO DỊCH ALIBABA.COM
ThS. Chử Bá Quyết - Khoa TMĐT, ĐHTM
Abstract
Online selling or/and purchasing transactions in B2B exchanges is one of the important type
of e-commerce applications. However, firms and enterprises really are considerate when the B2B
20
exchanges are potential benefits and seeking business opportunities. A typical successful B2B
exchange is Alibaba.com website platform in which have been developed various support
services for online purchasing and selling shopping for businesses. Since studied case Alibaba.com
platform, the paper stated the experiences in developing support services for online purchasing and
selling B2B, and author gives several recommendations for Vietnam’s enterprises own B2B
exchanges to reference and learn.
Keyword: E-commerce, B2B, B2B exchange, e-marketplace, purchasing support service,
selling support service, online purchasing and selling.
TĂNG CƯỜNG QUẢN LÝ MÔI TRƯỜNG NƯỚC TỪ NGHIÊN CỨU ẢNH
HƯỞNG SẢN XUẤT KINH DOANH CỦA CÁC DOANH NGHIỆP ĐẦU TƯ TRỰC TIẾP
NƯỚC NGOÀI TRÊN ĐỊA BÀN THÀNH PHỐ VIỆT TRÌ, TỈNH PHÚ THỌ
ThS. Lê Quốc Cường, Khoa TMQT, ĐHTM
Abstract
At present, Vietnam is in the process of realizing our target by 2020 will take full advantage
of other resources from the outside and one of them is from the capital enterprises of
foreign
direct investment (FDI) is urgently needed. However, besides the important role of this fund in
additional resources for economic growth. There will be the Vietnam side that faces such
problems takeover market, price and especially the problem of environmental pollution by business
type causes. Find out the current status and causes of environmental pollution phenomenon is due
to FDI or is extremely important to the locality in particular and the whole country will draw
lessons in the process attact investment in this type of enterprise.
MẠNG XÃ HỘI VÀ HIỆU QUẢ ỨNG DỤNG TRONG HOẠT ĐỘNG BÁN LẺ ĐIỆN
TỬ CỦA DOANH NGHIỆP VIỆT NAM HIỆN NAY
Lê Xuân Cù, Nguyễn Phan Anh - Khoa TMĐT, ĐHTM
Abstract
Information technology (IT) and Internet network are developing all over the world, and
provide more than chance and benefit for participants in global environment. The result that some
new models are established on the Internet and their prospect is optimistic. The connections in this
large online space - social networking sites - have become a powerful force in shaping public
opinion on virtually every aspect of commerce. A lot of online social networks are successful such
21
as MySpace, Facebook, Friendster, Hi5, Yahoo!360 Plus, Zingme, Tamtay and etc. Enterprises
have applied the online social networking model to do business and make the profit, we talk about
them as the prior enterprises such as Microsoft, PepsiCo, Sears, Unilever, Coca-Cola, Disney, Dell
and etc. Besides, E-commerce (Electronic commerce) – a new popular area that is applied to IT
and Internet network for business - in uses this model as the E-marketing, online communication
for E-retail and becomes the best way in the more competitive circumstance. On the other hand, Eretail enterprises have sensible options and how to get the results from the goals that are defined.
Thus, the survey addresses its notable challenges, real situations, strategic issues, and future
research agenda. To demonstrate, our survey research some specific cases to improve the existing
online social network and their effects. After that, we have few the proposes for E-retail enterprises
and the conclusion is given.
NÔNG NGHIỆP ĐIỆN TỬ VÀ KHẢ NĂNG TRIỂN KHAI TẠI VIỆT NAM
ThS. Nguyễn Bình Minh, Hoàng Hải Hà – Khoa TMĐT, ĐHTM
Abstract
Agriculture is an important economic sector of Vietnam. In 2009, the value of agricultural
output reached 71.473 trillion accounting for 13.85% of the total domestic product. And according
to 2006 statistics, our country had 60% of the population works in agriculture. Therefore,
agriculture and rural development is a matter of prime importance for Vietnam because it
determines the future of a nation. Rural development including the modernize and industrialize
agriculture, improving people's knowlegde.
Looking out to the world, agriculture and rural development along with the application of
modern technology techniques, which include the application of achievements in information
technology and communications networks in agricultural activities. And the deployment of
electronic commerce in the agricultural activities actually bring about efficiency, the benefits are
not trivial.
Approach the problem from the experiences of developed countries in the world, the author
will make assessment of the situation, the applicability of e-agriculture in Vietnam as well as give
some suggestions to improve the feasibility of the application.
Keywords: agriculture, e-agriclture, e-commerce.
22
ỨNG DỤNG HỆ THỐNG THÔNG TIN ĐỂ TẠO LỢI THẾ CẠNH TRANH CHO
DOANH NGHIỆP VIỆT NAM
ThS. Nguyễn Quang Trung - Khoa THTM, ĐHTM
Abstract
This article introduces some problems of application of information systems for Vietnam
enterprises in the current period for future expansion efficiency of production and business thereby
creating competitive advantages for businesses. Article based on some experience implementing
projects of information systems success, based on the opinions of some experts say about the role of
information systems in the trend of integration and development of the business. The contents of the
article refers to the advantage of extending the integration, cooperation and increased
competitiveness of the enterprise when the enterprise information system applications. On that
basis, the author also offers some solutions to accelerate the application of information systems for
businesses.
HỢP TÁC, LIÊN KẾT ĐỂ PHÁT TRIỂN TRONG HỘI NHẬP
TIẾP CẬN TỪ CHUỖI GIA TRỊ TOÀN CẦU
Nguyễn Thế Bính – Đại học Ngân hàng Thành phố HCM
Abstract
For successful integration, Vietnam needs to identify and capitalize on the opportunities in
the trend of globalization. Therefore, we need to promote the available advantages as well as
potential advantages, determine the appropriate competitive strategy, promote cooperation link in
global value chains. From the theory of the value chain, linking strategies, transfer resources trend
to develop and compare with the reality of a number of economic activities in Vietnam, we may
have noticed that we're missing opportunities, and the risk of lag is real. To seize opportunities,
avoid the risk, one of the measures and policies need to be implemented is to strengthen
cooperation and multi-dimensional links in global value chains. This is the successful experience of
many economies and also the general trend that we need to follow to avoid lagging.
23
NGHIÊN CỨU MÔ HÌNH ĐỘNG VIÊN NHÂN VIÊN CỦA DOANH NGHIỆP VIỆT
NAM TRONG BỐI CẢNH HỘI NHẬP
Nguyễn Thị Tú Quyên - Khoa QLNNL, ĐHTM
Abtract
On the basis of theoretical studies and model studies have been developed relating to
motivate employees, this paper builds a research model, about motivate employees, which has 12
factors to survey and test based on a sample survey of 142 employees who are working in Hanoi.
Research tested the coefficient reliability of Cronbach's Alpha performed on SPSS 16.0, then using
the Mean function and test method KMO & Bartlett to determine the influence of these factors on
motivate employees. The results showed that nine factors affecting the level of the employees in the
enterprise, namely: (1) Recognition of individual contributions, (2) Income, (3) The enjoyment of
work; (4) Promotion and career development; (5) Middle of individuals, (6) Conditions, work tools,
(7) The sympathetic to individual employees; (8) Social Welfare; ( 9) Relationship / perks.
Keywords: Motivation, needs theory, integration, competition
BÀN VỀ ĐẠO ĐỨC KINH DOANH CỦA CÁC DOANH NGHIỆP VIỆT NAM
TRONG MÔI TRƯỜNG KINH DOANH QUỐC TẾ
TS. Phạm Xuân Thành – Trường Cao đẳng Kinh tế Đối ngoại
Abstract
Morality is a relative concept, depending on cultural characteristics and attitudes in the
behavior of each community and is binding on the individual acts in the representation of public
perspective. Ethics in business is the behavior of the business reflected in the business environment
in which business enterprises have the interaction with the community through the products /
services provided by enterprises. In that environment, businesses must behave following the needs
of the community not only through the commitment to product / service but also through value of
conservation and safety social development, culture protection. In terms of the article will focus on
the situation analysis of business ethics through the evidence to highlight issues related to business
ethics which are concerned, especially the behavior of enterprises in Vietnam.
ĐẨY MẠNH PHÁT TRIỂN NGUỒN NHÂN LỰC CHẤT LƯỢNG CAO – ĐỘNG
LỰC CẦN THIẾT ĐỂ PHÁT TRIỂN NHANH, BỀN VỮNG TẠI VIỆT NAM
Trần Tuệ Anh, Lê Thị Thanh Huyền, Khoa LLCT, Trường ĐH Ngân hàng,
Thành phố HCM
24
Abstract
Once Viet Nam is in the stage of promoting the economic development together with
implementing the process of industrialization and modernization, enhancing human resource,
especially the mental ones, plays the key role in the success of this process. In addition, it also
contributes to the country’s rapid, stable and sustainable growth. This article sets out some basic
solutions to the development of high-qualified human resources with the aim of catching up with the
inevitable movements/ trends of the local and global economy as well as meeting the urgent needs
in the process of industrialization and modernization in Viet Nam.
XÁC LẬP NỀN TẢNG ĐẠO ĐỨC KINH DOANH TRONG QUÁ TRÌNH HỘI NHẬP
KINH TẾ QUỐC TẾ Ở VIỆT NAM
ThS. Viên Thế Giang, Học viện Ngân hàng
Abstract
Develop ethical values in business operations is a matter of necessity, but also very difficult,
because it depends on the direct implementation of the business activities of enterprises. If
compliance with the law easier to assess because it is based on the "rules of conduct issued by the
state," the practice of business ethics in business practice is not simple, because it depends on the
awakening of conscience and professional liability. On the basis of understanding the violation of
business in Vietnam by that time, operations of Vietnam enterprises not based on solid ethical
foundation, grab food phenomenon, run by the immediate interests whether or not the interests of
residential societies have significantly reduced image of the enterprise market, from which, the
author said that the construction and putting into practice the values business ethics is the key to
success for every business in the process of international economic integration.
BÁN HÀNG TRỰC TIẾP - THỰC TRẠNG VÀ TIỀM NĂNG TẠI VIỆT NAM
TRONG HỘI NHẬP QUỐC TẾ
Nguyễn Đắc Thành, Vương Thị Huệ, Khoa QLNNL, ĐHTM
Abstract
The type of direct selling has no longer been a new method of business in Western European
like in Vietnam. According to 2010 figures, VN’s turnover was over $ 109,2 millions (approximately
2.663 billions VND). In addition, the number of distributors was 849.547. It can be infered that
25
direct selling building has been playing an important role in improving about 1 millions people’s
incomes and offering equal and flexible career opportunities. This article was based on the theory
of direct selling models, its prospects in the world and its potentials in Vietnam.
Keyword: Direct selling, World federation of direct selling associations
PHÁT TRIỂN DOANH NGHIỆP NHỎ VÀ VỪA TẠI VIỆT NAM
TRONG BỐI CẢNH HIỆN NAY
ThS. Bùi Thị Thu Hà - Khoa QLNNL, ĐHTM
Abstract
In last time, together with the formation and development of different types of enterprise in
current economy. Small and medium enterprises (SMEs) have developed dramatically, contributing
an important part in common development of our country’s economy. Beside holding a significant
contribution to development of economy, SMEs have also created over 1 million new jobs each
year. Very clear, facing the trend of economic integrating in region and global, objectively,
effectiveness and competitiveness of Vietnamese SMEs are generally quite weak. Moreover, we
currently don’t have uniform policies supporting for those enterprises. For above needs, the State
has to issue a system of policy stimulating and create condition to develop this type of enterprise. .
In this paper, author focus on studying SMEs sector, based on researching of general theoretical
issues about SMEs in Vietnam: Concept of SMEs, business characteristics of SMEs, the necessity of
developing SMEs, simultaneously through analysis of factors affecting SMEs in Vietnam, author
gives some suggestionsto develop this type of enterprise in our country and current context.
ĐIỀU HÀNH DỰ ÁN, KIẾN THỨC CẦN THIẾT ĐỐI VỚI NGƯỜI QUẢN LÝ DỰ
ÁN (PROJECT MANAGER) YÊU CẦU CỦA DOANH NGHIỆP VIỆT NAM
Lã Tiến Dũng, Vũ Thị Như Quỳnh - Khoa KT, ĐHTM
Abstract
The essential knowledge of Project manager in Vietnamese enterprises presently plays an
increasingly important role that improve the effectiveness in making decision, communicating,
organizing and managing the project. Additionally, it has become such an essential demand as
Vietnam join in the World Trade Organization (WTO). Project manager is the person who take
direct responsibility for the project results under his management; therefore, project manager has
continuously amassed the knowledge, enriched the experience as well as other necessary skills in
order to make sure that the project is always operated smoothly and effectively. In this article
through the theory research and practical survey, the author mainly focused and analyzed the role
and importance of knowledge to project manager in Vietnamese enterprises. Based on the research
26
results, the article has given out some proposals to improve the essential knowledge of project
manager in order to promote the effectiveness of project management in enterprises.
CHẤT LƯỢNG NGUỒN NHÂN LỰC CỦA CÁC DOANH NGHIỆP TƯ VẤN QUẢN
LÝ VIỆT NAM TRONG BỐI CẢNH HỘI NHẬP
ThS. Mai Thanh Lan - Khoa QLNNL, ĐHTM
Abstract
In the context of deep integration of the Vietnam’s economy, the trend of cooperation and
competition has occurred simultaneously. It creates many opportunities and challenges for
businesses, including enterprises which provide development business service in general and
management consulting services in particular. Thus, it requires these businesses to determine
direction of development strategy and organize well process of doing this strategy based on
sustainable factors to ensure the cooperation and competition. One of the important factors that
determining the success of this process is the quality of human resources of corporation. In this
paper, we focus on analyzing of environmental context to identify the opportunities and challenges
associated with analyzing and evaluating the current status of businesses providing management
consulting services also the quality of human resources of these enterprises. Using these results, the
author proposes some solutions to improve the quality of human resources of Viet Nam enterprises
providing management consulting services in the context of integration: cooperation and
competition.
MÔI TRƯỜNG VÀ XUẤT KHẨU THUỶ SẢN CỦA VIỆT NAM
ThS. Nguyễn Quốc Tiến - Khoa TMQT, ĐHTM
Abstract
Vietnam is one of countries exporting seafood in the world, seafood export contributes a
quiet large part of national budget. However, there are many difficulties in the seafood export,
especially overcoming environmental barriers. Many consigment of Vietnam seafood did not export
due to environmental barriers. This paper discribed some environmental problems in the exporting
seafood and proposed solutions to solve these problems.
Keywords: Seafood export, environment, environmental regulation.
27
DOANH NGHIỆP TĂNG LỢI THẾ CẠNH TRANH KHI ỨNG DỤNG KINH DOANH
THƯƠNG MẠI ĐIỆN TỬ
ThS. Nguyễn Thị Hội, Khoa THTM, ĐHTM
Abstract
During the economic crisis the world is expanding the traditional business model to the
user's e-commerce business is an option to increase competitive advantage, expand cooperation in
business and reduce risk of failure in the problem of maintaining and developing the business. This
article aims to offer the advantages of extending the integration, cooperation and increased
competitiveness of small and medium-sized enterprises in expanding their business model towards
electronic commerce. Using statistical methods, analysis and review of the literature, the article has
taken the benefits of electronic commerce gives businesses in the trend of world economic
integration extensive, multilateral cooperation and fierce competition. Study subjects of the article
is the enterprise application, or is and will be extending their business to e-commerce to improve
business efficiency of the organization. In addition, the article also provides statistics on the boom
of e-commerce world over recent years. Finally, the article provides some content about the
advantages of electronic commerce when applied to enterprises in Vietnam at present and a number
of solutions for businesses to want to expand their business to form trade e-commerce business.
Key: E-commerce, the advantages of e-commerce, increasing competitive advantage,
integration capabilities, solutions for businesses.
HIGH QUALITY HUMAN RESOURCES AND ECONOMIC DEVELOPMENT IN
VIETNAM
Pham Xuan Thu, College of Foreign Economic Relations
Abstract
Human resource development, particularly skilled human resource, will promote increasing
added value, increasing labor productivity through technical expertise and the discipline equipped
with a workforce as well as increasing efficiency of natural resources use through management
capabily of the managing staff within the company. This leads to increase economic efficiency of the
components in the overall economy and will promote the economic development of a nation in a
sustainable way. In litmitation of the article, the author will reseach and find out about the concepts
of high quality human resources (skilled human resources), the status of high quality human
28
resources and the link between high quality human resources and economic development in
Vietnam.
Keyword:
Human resources, High quality human resources, Skilled human resources, Economic
development...
Ý ĐỊNH VÀ NHẬN THỨC CỦA SINH VIÊN VỀ KHỞI SỰ DOANH NGHIỆP: KẾT QUẢ
ĐIỀU TRA THỰC NGHIỆM
TS. Trần Văn Trang – Khoa QTDN
Abstract
The purpose of this article is to investigate the students’ perceptions of entrepreneurship
and their intention to pursue an entrepreneurial career. Applying the Theory of Planned Behavior,
this research uses a sample of 610 business students from four universities of Hanoi.
The findings confirm the validity of the Theory of Planned Behavior to explain students’
entrepreneurial intention in Vietnamese university context with 50% of the variance in intentions
explained. If the objective of the entrepreneurship education is to favour the entrepreneurial choice,
certain teaching strategies needed to be conducted which should made the entrepreneurship an
attractive career choice for the Vietnamese students because a favourable attitude towards
entrepreneurship is found as a powerful variable which predicts their entrepreneurial choice. The
findings also indicate that the students are unrealistic in their entrepreneurial capabilities
evaluation as result of lack of information. Furthermore, the important role of the subjective norm
and perceived image of entrepreneur is confirmed in our entrepreneurial intention model as some
special features of the Vietnamese context.
Keywords: Entrepreneurship, intention, perceptions, students, Vietnam
.
ĐÀO TẠO THỢ THỦ CÔNG TẠI CÁC LÀNG NGHỀ VIỆT NAM
TRONG BỐI CẢNH HỘI NHẬP QUỐC TẾ
Vũ Văn Thịnh - Khoa QLNNL, ĐHTM
Abstract
29
The craft villages in Vietnam has confirmed its important position for the process of
developing economic – social, especially in dealing with employment, improving incomes for
employee in the rural areas. However, craftsmen in the villages of our country have not been
trained it’s so hard to meet the new requirements of the times, when the world is increasing “flat”
more. In this paper, the author will make clear about the urgency of training craftmen
in the villages in the context of international integration; analysis the results also the
limitations and craft inadequacies exist in the training craftsmen in the craft village at both
the macro level and the micro level. On that basis, we give some proposals and suggestions to
improve the quality of training craft, meet the requirements of international integration period... In
the prcess of researching, the author has used several research methods such as dialectical
materialism, questionnaires, interviews, experts, and also using Microsoft Excel software method
to test data. In this paper, the author did a fieldwork in the Bat Trang pottery village to do a model
case study for the status of training craftmen in the villages in our country.
Keywords: training craftmen, craft village, integrate, craft village enterprises,...
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following measures to strengthen economic cooperation to overcome the difficulties.s
30