Giải pháp chủ yếu nhằm phát triển cấu trúc tổ chức kênh phân phối hàng may mặc trên thị trường nội địa

G i a i p h a p c h u y e u n h k p h a t t r i e n c a u t r u e t o c h t f c<br /> <br /> <br /> <br /> <br /> k e n h p h a n phd'i h a n g m a y m a c t r e n t h j t r u f d n g n o i d j a<br /> <br /> <br /> • PGS. TS NGUYEN HOANG LONG<br /> Trudng Dai hpc Thu'dng mai<br /> <br /> <br /> Trong nam 2010 va mot<br /> so nam tiep theo, thi<br /> trddng hang tieu dung<br /> ndi dia ndi chung, hang may<br /> mac ndi rieng cua nddc ta tang<br /> trddng ve dung Iddng (nam 2010<br /> doanh thu thi trddng ban le Viet<br /> Nam nhd dd bao se vddt mdc 85<br /> ty USD). Van dpng phat trien thi<br /> trddng la mdt van de phdc tap,<br /> vi vay dat ra nhdng yeu cau cap<br /> thie't va cd y nghia quyet dinh<br /> vdi viec tai cau true chien lddc<br /> phan phd'i, kenh phan phd'i cac kha long leo, nhdng xung dot<br /> hang may mac ndi dia da cd<br /> nhdm, nganh hang. nhdng phat trien ca vd cau true tham chi "canh tranh ngam<br /> Phat trien cau true td chdc td chdc va hieu qua van hanh, gida cac thanh vien kenh xay ra<br /> kenh phan phd'i hang may mac tang khd nang thich dng vdi thddng xuyen; he thd'ng mang<br /> tren thi trddng ndi dia la npi nhdng thay ddi cua mdi trddng phan phd'i ban le ndi chung va<br /> dung then chd't cua tai cau true kinh doanh (nha't la sd tac dpng mang phan phdi ban le hien dai<br /> chien lddc phan phd'i, la bien cua suy thoai kinh te toan cdu, dang phat trien chda tddng xdng<br /> phap tien quye't d i m bao sd canh tranh thi trddng thdc sd vdi ddng thai phat trien nhu cdu<br /> thich dng va hieu nang van va gay gdt hdn) tang kha nang thi trddng hang may mac; sd<br /> hanh tdi da cua kenh trong didu bao phu thi trddng npi dia va dat phan nhanh ddng hang va mang<br /> kien mdi trddng kinh doanh thay hieu qua phan phd'i, nha't la d phan phd'i ban le tren thi trddng<br /> ddi nhanh tac ddng da chidu sau cac hang kenh phan phd'i hien ndng thdn thieu cd sd thdc tien,<br /> khung hoang kinh te toan cdu. dai (sieu thi. trung tam thddng kha nang bao phu thi trddng<br /> Trong gidi han bai viet, tac gia mai, chudi cda hang tien ich tha'p... De khdc phuc nhdng han<br /> tap trung neu cac giai phap chu chuyen doanh. cda hang B2C) va che va bat cap nay trong nhdng<br /> yeu nhdm Ida chpn, phat trien d mdt vai kenh phan phd'i truyen nam tie'p theo khung hoang va<br /> md hinh td chdc kenh phan phd'i thd'ng... Tuy nhien, ben canh dd suy thoai kinh te toan cdu cdn<br /> hang may mSc tren thi trddng cung cdn tdn tai nhieu han che trien khai nhdng giai phap chu<br /> ndi dia trong giai doan hien nay va bait cap, ma cd ban nha't la yeu nhdm phat trien ca'u true td<br /> cho den nam 2012. nhdng han che. bait cap vd ca'u chdc kenh phan phdi hang may<br /> Sau hdn 3 nam td khi Viet true td chdc kenh phan phd'i mac tren thi trddng ndi dia nddc<br /> Nam la thanh vien cua WTO bieu hien rd net qua: Quan he td ta, gdm:<br /> (thdng 1/2007) kenh phan phd'i chdc gida cac thanh vien kenh 1. Phat trien mo hinh<br /> THUONG MAI So 27/2010 I 1 1<br /> NGHIEN CUU-TRAO DOI<br /> <br /> <br /> CF= kenh phan phdi nhdm may Ddc Giang... va cac cd sd may mac qudc te. Vi vay. tuy theo<br /> hang may mac dai ly ban le cua cac Cty nay. nhdng didu kien cu the ma DN<br /> Mot Id: Vdi muc tieu chien Ba la: He thd'ng kenh phan cd the Ida chpn md hinh td chifc<br /> lddc phan phd'i nhom hang may phdi truyen thd'ng chu trpng kenh phan phd'i lien ket dpc dude<br /> mac giai doan nay 6 nddc ta. doi nang cap cd sd vat chat ky quan ly hoac kenh phan phdi lien<br /> hoi phai Ida chpn mpt md hinh thuat, phddng phap phuc vu d ket dpc theo hop ddng.<br /> cau true to chdc kenh phu hdp cac ciia hang ban le truyen 2. Lua chon t d i uu cac trung<br /> vdi dac diem, xu hddng phat thd'ng, 6 he thd'ng ban le tai cac gian thu'dng mai trong he<br /> trien ciia nhdm. dap dng nhanh chd do thi va ndng thdn. khang thdng kenh phan phdi may<br /> va hieu qua tdi da trong van dinh vi the cua he thdng kenh m&c<br /> hanh kenh vdi dpng thai nhu phan phd'i nay ndi chung. nha't Tren cd sd cac tieu chi cd ban<br /> cau thi trddng nhom hang, ca'u la tren thi trddng ndng thdn (thi va quy trinh nguyen ly Ida chpn<br /> true kenh phai linh hoat. tdi da trddng cd dung Iddng Idn. cau thi trung gian thddng mai va td thdc<br /> hoa ldi the canh tranh cua san trddng phan tan trong khdng trang phat trien kenh phan phoi<br /> pham. cua DN. Ca'u true kenh gian rpng trong khi mat dp mang hang may mac tren thi trddng<br /> phan phd'i hang may mac tren phan phd'i ban le thda thdt). ndi dia nddc ta thdi gian qua.<br /> thi trddng npi dia vdi cac kieu Bd'n Id: Phat trien md hinh td cac DN hang may mac xem xet<br /> kenh dddc md ta qua md hinh chdc kenh phan phoi lien ket dpc Ida chpn md hinh td chdc kenh<br /> dddi day: phu hdp vdi dieu kien vd tai vdi cac trung gian thddng mai<br /> phu hdp. gdm:<br /> + Nang cao vai trd hat nhan<br /> DN san cua he thdng sieu thi. trung tam<br /> xua't - Sieu thi thddng mai. trung tam mua sam.<br /> KD chudi cac cda hang tien ldi<br /> hang chuyen doanh cua DN SX - KD<br /> MM hang may mac trong kenh phan<br /> DN TM Trung tam<br /> ban =*- thddnji mai phd'i nhdm hang.<br /> buon + Vdi cac DN SX - KD nhom<br /> hang hang cd vi the cao, tiem ldc tai<br /> MM Cda han£ i tien ldi chinh phat trien kenh lien ket<br /> Hpi td<br /> chuyen doanh<br /> nhan tap doan bang each phat trien<br /> hang MM<br /> SX-KD cac thanh vien kenh dpc quyen<br /> hang ban le d cac khu vdc thi trddng<br /> MM Cd sd ban le cda hang MM d chd tap trung. nha't la d thi trddng<br /> cac dd thi Idn. Td dd phat trien<br /> tdi du mang phan phdi ban le<br /> ciia cac thanh vien kenh dpc<br /> Hai Id: Phat trien vd so Iddng chinh, ngudn nhan ldc cua DN.<br /> quyen nay tren pham vi thi<br /> va tang doanh so ban hang cua De phat trien he thd'ng kenh<br /> trddng dddc xac dinh.<br /> he kenh phan phd'i qua mang phan phd'i lien ket dpc, cac DN<br /> phan phd'i ban le hien dai: Cac hang may mac phai thdc thi + Ddi vdi cac DN SX-KD hang<br /> sieu thi. trung tam thddng mai. chien lddc phan phdi keo. dam may mac. de thdc hien muc tieu<br /> trung tam mua sam nha't la bao dieu phdi ddng hang theo bao phu thi trddng trong khong<br /> chudi cac sieu thi ciia hang tien dpng thai nhu cau thi trddng, gian rpng. can Ida chpn nhdng<br /> ich chuyen doanh cua Vinatex dam bao kiem soat chat Iddng. trung gian thddng mai ban buon<br /> Mart: cac cda hang cua cac Cty cd uy tin lam nha phan phd'i dpc<br /> gia ca hang may mac. phat huy<br /> thanh vien thudc tap doan det quyen d nhdng khu vdc thj<br /> tdi da ldi the canh tranh trong<br /> may Viet Nam nhd he thd'ng cda trddng vung. midn. dd thi Idn. Td<br /> dieu kien kha nang xam nhap<br /> hang cua Cty May Viet Tie'n, Cty cac trung gian thddng mai ban<br /> nhanh. manh ciia cac san pham<br /> may Nha Be. Ctv May 10. Ctv va DN san xua't kinh doanh hang (Xem tiep trang 16)<br /> 121 THUONG RUI So 27 2010<br /> NGHIEN CUU TRAO 001<br /> <br /> <br /> thong Lincoln da that bai. Nguyen nhan khiing hoang dai: sau giai doan khung hoang.<br /> Den nam 1960, "giay bac nha tai chinh, tien te toan cau hien la giai doan tieu didu:<br /> ntfdc Hoa Ky", chi con chie'm ty nay la sau ngay 15/8/1971, Fed Khi nao NHTU cac ntfdc va<br /> trpng 1% tdng gia tri USD trong bd ham kim ltfdng cua USD.<br /> vung lanh thd cung nhau kien<br /> ltfu thong; nhtfng USD van mang thupc tinh tao: 1/ Mdt td chtfc dinh gia<br /> 2/ Thang 11/1961, My va 7 "tidn te the gidi".<br /> vang the gidi: 2/ Mpt td chtfc<br /> ntfdc chau Au (Dtfc, Italia, Phap, Hien nay, tren the' gidi phat hanh tidn thanh toan qudc<br /> Anh, Thuy Sy, Bi va Ha Lan) khdng con ntfdc nao hoac vtfng te (cd the la tidn ghi sd) co ban<br /> thanh lap "Quy hd trd vang". My lanh thd nao duy t r i ban vi vi vang: 3/ Moi nddc hoac vung<br /> ddng gdp mot ntfa quy. Cac ntfdc vang hay bac cho ddn vi tidn te lanh thd phai quy dinh ham kim<br /> tren quy dinh ty gia cd dinh: ciia minh. Ty gia tien te la ty ltfdng cho mdt ddn vi tidn te cua<br /> 35,2 USD/ounce vang, nhtfng gia tha ndi, gdm: ty gia tidn te minh; 4/ Vang la tidn thanh<br /> cud'i cung "Quy hd trd vang" tha ndi hoan toan hoac ty gia toan qud'c te cud'i cung, thi cac<br /> cung bai bd; tidn te tha ndi cd stf quan ly ntfdc dang phat trien va cac<br /> 3/ Thang 3/1964, Johnson, cua nha ntfdc. Tham chi cd vai ntfdc mdi ndi, khdng bi ntfdc My<br /> Tdng thd'ng My bai bd cd che ntfdc cdn dung USD lam tien ttfdc doat ciia cai bdng chinh<br /> ngddi sd hdu "chtfng chi bac" te ciia ntfdc minh. sach tidn te ciia Fed.<br /> dtfdc ddi ra bac tai Bp tai chinh: Tdm lai, the gidi khdng cd Trong khi the gidi chd ddi cac<br /> 4/ Ngay 15/8/1971, Nicxon, mpt td chtfc dinh gia vang; tidn td chtfc neu tren hinh thanh.<br /> Tdng thd'ng My ddn phtfdng cdng te cua cac ntfdc va vung lanh mdi ntfdc va vung lanh thd nen<br /> bd cam NHTU cac nddc va vung thd la tien phap dinh, nhtfng xay dtfng chien Itfdc phat trien<br /> lanh thd tren the gidi ddi USD USD mang thupc tinh "tidn te kinh te htfdng npi, nhtfng khong<br /> ra vang tai Fed theo ty gia the gidi"; Fed phat hanh khdi ddng ctfa; nang cao y thtfc ngudi<br /> 35USD/ounce vang. Ttf dd. USD Iddng gia tri USD qua mtfc cdn dan ntfdc minh stf dung hang noi<br /> chi la tidn phap dinh cua My. thie't va cud'i cung thtfc hien dia: chd'ng chinh sach dola hoa<br /> Gia vang the gidi. do thi chinh sach USD yeu, gay ra cua My, se han che khiing<br /> trddng quyet dinh. Nhtfng thtfc khung hoang tai chinh, tidn te hoang tai chinh tidn te ddn den<br /> chat. My va Anh la hai ntfdc toan cdu. Thdi gian khiing suy thoai kinh te toan cdu trong<br /> thao tung gia vang tren the gidi. hoang tai chinh tidn te cdn keo ttfdng lai •<br /> <br /> <br /> nhdm phat trien thtfdng mai han che rui ro cac giao dich<br /> G I A I P H A P C H U YEU...<br /> dien ttf nhdm hang may mac. thtfdng mai...<br /> Cac trung tam giao dich dien ttf Tdm lai: Thi trtfdng hang tieu<br /> (Tiep theo trang 12)<br /> cd the dtfdc xay dtfng de trien dung npi dia ndi chung, hang<br /> khai thtfdng mai dien ttf nhdm may mac ndi rieng d ntfdc ta<br /> budn nay, Itfa chpn, phat trien hang tren pham vi toan qud'c hien nay cho den 2012 vdn tiep<br /> mang phan phd'i ban le phu hdp hoac dinh htfdng theo khu vtfc tuc phat trien phtfc tap do nhieu<br /> va hieu qua. thi trtfdng (khu vtfc thi trtfdng tac nhan tac ddng, vi vay de duy<br /> 3. Phat trien trung tam giao mien Bdc, Trung, Nam). tri va tang trtfdng hieu qud kinh<br /> dich dien tu va tang cudng Trung tam giao dich dien ttf doanh trong didu kien dd, cac<br /> trien khai thu'dng mai dien tu hang may mac khdng chi cung DN SX - KD hang may mac phdi<br /> Nham tich hdp he thdng cap thdng tin thi trtfdng, thdng xac dinh dung vj tri va co tam<br /> phan phdi cua nha SX - KD tin vd ngudn hang, ltfdng hang nhin chien Itfdc trong phat trien<br /> hang may mac Tap doan Det tdn kho ma cdn thtfc hien cac ca'u tnic td chtfc he thdng kenh<br /> May Viet Nam hoac mpt vai DN. chtfc nang thtfdng mai hoa cac phan phdi, dam bao nhtfng dieu<br /> hoac ca biet DN (cd du dieu kien san pham may mac, tang cddng kien tien quyet de van hanh tdi<br /> va nang ldc) xay dtfng va van kha nang lien ket cac nha SX - tfu he thdng kenh phan phdi<br /> hanh trung tam giao dich dien ttf KD, cac khach hang, dam bao tren thi trtfdng ndi dia •<br /> 16 I THUONG MAI So 27/2010<br />