Kinh nghiệm phát triển hoạt động bán lẻ hàng tiêu dùng trên địa bàn nông thôn của một số nước và bài học cho Việt Nam

NGHItN ClU-TinOII(A ^<br /> <br /> <br /> <br /> tieu lung tren<br /> ija ban noni tton cua mot so nific va tai lioc do Viet lam<br /> • ThS. PHAM HONG TU<br /> Vi^n Nghien cvta ThiAAig mai<br /> <br /> <br /> <br /> hi trudng b a n 16 hang<br /> <br /> T hoa noi chung va thi<br /> trUSng b a n 16 hang<br /> tieu diing d nong thon noi rieng<br /> CO vi tri quan trpng trong nfin<br /> kinh te va co quan he hiJu cd v6i<br /> qua trinh thUc lilen CNH va hoi<br /> nhap kinh te quoc te. Qud trinh<br /> thUc hlen CNH vd hoi nhap kinh<br /> te quoc te se thUc day thi trUdng<br /> ban 16 hang hoa phat trien nhcf<br /> khd nang tao ra tang trUdng<br /> kinh te cao, cdl thien thu nhap cho thay, thi trUdng b a n le da kinh nghiem cua Trung Qudc v6<br /> cho ngudi lao dong va nhUng tac p h a t trien kha n h a n h nhd tang phat trien thi trUdng ban 16<br /> dong den nhu cdu tieu dung cua trUdng kinh te vdi toe dp cao va hang tieu dung d ndng thon<br /> ngudi dan tren till trUdng b a n 16 lien tuc. Vi tri thi trUdng b a n 16 trong thdi ky CNH va hot nhap<br /> tu nhieu phUdng dien khac. nUdc ta da khong ngUng thang kinh te qudc te.<br /> NgUdc lai, svf phat trien ciia thi tien tren bang xep hang theo Trung Qudc da thUc hien cdi<br /> trUdng b a n 16 hang hoa se tao chi so phdt trien b d n 16 toan each kinh te tU nam 1978. Md<br /> dieu klen thuan ldi cho tieu thu cdu. Tuy nhien, do tdc dpng cua hinh CNH d Trung Qudc cung<br /> sdn pham, n h a t la cac sdn khung hodng kinh te toan cdu, thay ddi theo hUdng ifu tien phdt<br /> pham do qua trinh phdt trien vi tri cua thi trUdng trUdng b a n trien tu "cdng nghiep nang (sdn<br /> cdc nganh cong nghiep tao ra. 16 nUdc ta trong bdng xep hang xuat hang tU lieu sdn xuat)<br /> Noi each khac, qua trinh CNH toan cdu da tut xudng vi tri thU cong nghiep nhe (san xuat hang<br /> tao ra cd sd kinh te, xa hoi cho 6 n a m 2009 va thU 8 n a m tu lieu tieu dung) - ndng nghiep"<br /> phat trien thi trUdng b a n 16 2010. Mat khac, thUc te ciing sang "ndng nghiep - cdng nghiep<br /> hang hoa, ngUdc lai phdt trien cho thay, mdi quan he glUa qua nhe cdng nghiep nSng" SU<br /> thi trUdng b a n 16 se "md dUdng" trinh thuc hlen CNH, hpi n h a p thay doi nay da giup Trung Qudc<br /> cho qua trinh thUc hien CNH va kinh te qudc te va phat trien thi dat dUdc thdnh tUu phat trien to<br /> hot nhap kinh te quoc te cua cac trUdng b d n 16 hang hoa dang ldn. Thu n h a p binh quan dau<br /> nUdc kem phdt trien vd dang cdn nhi6u van de bat cap, h a n ngudi khdng ngUng tang len da<br /> phat trien dl6n ra n h a n h hdn, che lan nhau vd ldm gidm khd thuc day thi trUdng ban 16.<br /> mainh me hdn. nang phat trien chung cua n e n a/ Kinh nghiem phdt trien thi<br /> kinh te. tnidng d khu vUc ndng thdn<br /> Thtfc te qua trinh CNH vd<br /> hpi n h a p kinh te quoc te d nUdc TU nhiing van d6 tren day. Tren lanh thd Trung<br /> ta trong nhiing n a m vtfa qua chung toi xin gidl thieu mot vai Qudc, tai mi6n Tay Trung ^•^<br /> TMIMGIWSd 33/2011 13<br />  NBHiiNCirU-TBAOBCfl |<br /> <br /> 0 ^ Qudc, ndng thdn vdn<br /> chlem t^ trpng ldn, trinh dp dd<br /> thi hda thap. Ddng thdi, d mien<br /> Tay, thi trUdng thdnh thi tiidng ddi<br /> phdt trien, trong khi thi tnidng<br /> nong thdn cdn lac hdu... Vi vay,<br /> Dal hdi DCS Trung Qudc ldn thU<br /> Xrv va XV da di sdu not rd cUdng<br /> linh, muc tieu tong the tien trinh<br /> thvfc hlen thi trUdng hoa khu vUc<br /> kem phdt trien. Trung Qudc da<br /> xem phat trien thi trUdng ndng<br /> thdn khu vUc mien Tay la trpng<br /> t a m trong ke hoach p h a t trien<br /> kinh te xa hdi nham giam bdt<br /> chenh lech ve trinh dp phat<br /> trien giila ba mi6n, thUc hien<br /> kinh te ml6n ddng, mi6n Trung<br /> vd mien Tay cung phdn vinh.<br /> thiet, thiet lap cac quy tdc van vao tieu thu 6 thanh phd nhU<br /> Ve ly luan, Trung Qudc da<br /> h a n h kinh te thi trUdng, quy thit, trUng. sCfa, gia cdm, rau...<br /> xdc dinh, he thdng thi trUdng<br /> pham van h a n h cac loai thi dUdc hudng cac chinh sach Uu<br /> trong nfin kinh te hdng hda hien<br /> trUdng, h a n che cdc hdnh vl cua ddi do chinh quy6n dia phUdng<br /> dai phdi bao gom: mpt Id, cdc<br /> chii the thi trUdng, bdo dam thi quy dinh; xay dUng kien toan thi<br /> n h a sdn xuat, kinh doanh va<br /> trUdng van h a n h cd trat tU. trUdng b a n budn bdn 16 toan<br /> ngudi tieu dung phdi la chii the<br /> Trung Qudc da lay viec cdi ndng thdn, "xay td ddn chim<br /> van hdnh thi trUdng, tvf chu kinh<br /> cdch md ctfa, thuc day tien trinh phUdng" Ket qud Id sUc mua ciia<br /> doanh, tU chiu Id lai, tU lim kiem<br /> thi trUdng hda ndng thdn iam cU dan ndng thdn tang manh,<br /> phdt trien thi trUdng; hai Id, Nhd<br /> trpng tam, dac biet t a p trung mong mudn mua sam co xu the<br /> nUdc phdt trien he thdng thi<br /> vao 2 phUdng dien: thUdng pham tang cao, mUc tieu diing cua<br /> trUdng hodn chinh vd thdng<br /> hda sdn pham ndng sdn phu; do ndng thdn tuy vdn thap hdn cU<br /> nhat, hinh t h a n h bdi cac mdi<br /> thi hda hUdng tran ndng thdn. dan thanh thi nhUng da c6 diem<br /> lien he tUdng ho thi trUdng, h a n<br /> Ve phUdng dien thUdng pham ndng tieu diing. Theo ddnh gid<br /> che ldn nhau vd he thdng dieu<br /> hda sdn pham, Trung Qudc da ciia cdc nhd phan tich, neu thu<br /> tiet, khdng che thi trUdng. He<br /> thUc thi: chinh sach khodn hp; n h a p ciia ndng dan tang mot<br /> thdng thi tnidng Id mdt the thdng<br /> chinh sdch lay thi trUdng ldm diem bach phan, thi mUc ban 16<br /> nhat hUu cd cdc loai thi trUdng<br /> dinh hudng; tang dieu chinh ket hang tieu dung cho ndng dan<br /> lien quan qua lal vdi nhau, bao<br /> cau nganh nghe ndng thdn; tang 1,18 diem.<br /> gdm thi trudng yeu td s a n xuat<br /> nhu thi trUdng vdn, thi trUdng khich le p h a t trien thi trUdng V6 phUdng dien do thi hda<br /> lao ddng, thi trUdng ky thuat, thi cac yeu td s a n xuat; phd vd cue hUdng tran ndng thdn, Trung<br /> trUdng thdng tin, thi trUdng nha the md hinh kinh te tap the ddn Qudc chu trUdng: phdt trien DN<br /> dat va cac td chUc trung gian thi n h a t va chu yeu la trong trpt, hUdng tran, "lay cdng bd ndng"<br /> trUdng... Trong dd, thi trUdng chuyen sang md hinh ket hdp (cdng nghiep bd sung nong<br /> hang hda dUdc xem la thi trUdng ndng nghiep, lam nghiep, chan nghiep); cho phep nhan khau<br /> cd sd va cdn tap trung phat trien nudi vd ndng sdn phu, ndng dan ndng thdn lilu ddng, xay dUng hft<br /> trUdc. He thdng diiu tiet thi cd the Vila la ndng d a n vUa la thdng lilu ddng n h a n khau nong<br /> tnidng, chu yeu la chinh phu cdng n h a n vUa la thUdng nhan. thdn, "ly ndng khdng ly hUdng";<br /> thdng qua cac bien phdp kinh Ndng d a n td chUc mang ndng p h a t trien DN hUdng tran kft<br /> te, phap luat va hdnh chinh cdn sdn phu ttf sdn ttf tieu cua minh h^p vdi xay dUng do thi nhd.<br /> <br /> 4 1 THUONG MflSd 33/2011<br />  NGHIlN eau-TRAO Bflii:<br /> <br /> phdt trien cac loai thi trUSng khdc khd k h a n trong bdi cdnh hdp tac vdi cdc hang ban 16 nhd<br /> ndng thdn lay dd thi nhd lam cua cudc khiing hodng kinh te. hdn de tang sd lUdng cac loai<br /> trung tam, thtfc thi qudn ly gia Bat ddu tu nam 2005 den het mat hang. Cdc hang ban 16 nUdc<br /> bang dieu ti^t thi trUdng;... nam 2008, bdng viec thUc hlen ngoai (Wall Mart, Best Buy va<br /> Trung Qudc da p h a t trien thi chinh sach kich cdu tieu diing d tap doan Phap Carrefour) ciing<br /> trUdng b a n budn tren cd sd ket ndng thdn, khoang 250.000 ciia da de y tdi cdc thi trUdng khac<br /> ndi mdt loat t h a n h phd lang hang, dai ly bdn 16 cdc sdn ngodi cdc thdnh phd ldn, tham<br /> xa, "ddn thUdng n h a p thi", de pham cdng nghe da dUdc md va chi la vung ndng thdn.<br /> gidi quydt van d6 ndng dan "mua "phu sdng" tdi gdn 50% dien tich c/ Kinh nghiem vi md cda thi<br /> khd", "ban khd"; cdl each "the ndng thdn Trung Qudc. Dac biet, trUdng bdn li<br /> che cung tieu" ndng thdn, thuc chUdng trinh hd trd ndng dan Quy md thi trUdng bdn 16 ciia<br /> day n h a t the hda "ndng cdng "tiep can vdl sdn pham cdng Trung Qudc, dU bdo den nam<br /> thUdng" vd "sdn xuat cung tieu nghe cao" da dUdc chinh phu 2020 se vao khodng 2,4 ngan li<br /> ^ dich vu"; cdl each the che HTX nudc ndy b a t ddu thtfc hlen tU USD. Sau khi md ctfa thi trUdng<br /> ' cung tieu, thiet lap lien hdp giila nam 2008. Theo do, ngUdl bdn 16, cd khodng 40 tap doan<br /> ndng cdng thUdng, thUc thi sdn ndng d a n Trung Qudc se dUdc p h a n phdi ldn cua nUdc ngoai<br /> xuat, cung cap, tieu thu, phuc vu trd gid 13% khi mua cdc mat tran vao khai thac thi trUdng<br /> thdnh mpt chudi. hdng cdng nghe cao nhU mdy nUdc nay, hdn 60% doanh thu<br /> tinh, dien thoai di ddng, TV,... rdi vao tay hp, dat cac tap doan<br /> Trung Qudc da thtfc hlen cdl<br /> MUc hd trd 13% ndy dUdc phan b a n 16 cua Trung Qudc lam vao<br /> cdch, thUc sU tdch rdi h d n h<br /> chia theo ty le 80 - 20 tUc chinh tinh the pha sdn. Do dd, Chinh<br /> chinh vd kinh doanh theo dung<br /> phii se chiu 80% va 20% cdn lai phii Trung Qudc da ngay lap tUc,<br /> nghia cua nd, bai bd each lam<br /> chinh quydn dia phUdng se cd ban hanh Phap lenh ban 16, tao<br /> dUa tay "thau tdm" ciia ban<br /> trdch nhiem ddng gdp them. Mdi thuan ldi cho cac tap doan trong<br /> nganh chUc nang chinh phii,<br /> hd ndng dan dUdc quy6n mua tdi nUdc gianh lai thi phdn. Ddng<br /> tinh binh gidn chinh, trpng diem<br /> da 2 sdn pham trong mdi chiing thdi, Chinh phu Trung Qudc<br /> dot phd cdi cdch che dp stf dung<br /> loai va mang hda ddn mua hdng ciing da xay dUng ke hoach 5<br /> nhan tai. Ddng thdi, Trung Qudc<br /> den cdc cd quan tai chinh ciia nam cho phat trien sieu thi d<br /> tien h a n h md rdng ddu tU, cdi<br /> dia phUdng de lay lai 13% sd cac khu vUc thanh phd nhd hoac<br /> each che dp b d n quyen, thUc<br /> tien da bd ra trong thdi han 15 vting ndng thdn.<br /> hlen che dp cd phdn, xay dtfng<br /> ngay iam viec. Tat nhien, dd Ben canh viec thu hut FDI,<br /> che dp DN hien dai; gidm nhe<br /> phdi la nhiing s a n pham do Trung Qudc ciing danh nhilu tfu<br /> ganh nang DN, bai bd nhiing chi Trung Qudc sdn xuat trong nUdc. dai v6 tin dung, thdng tin, dao<br /> phi khdng cdn thiet, bdi dUdng<br /> Gdn day chinh phii Trung tao, trd giup ky thuat cho cdc<br /> DN trd thdnh chu the thi trUdng,<br /> Qudc da tuyen bd se md rdng DN trong nUdc n h a m tang khd<br /> thtfc thi "chinh sach md ciia, thi<br /> cdc bien phdp kich cdu tieu nang canh tranh vdl cac DN FDI<br /> trudng md ctfa, n h a n tai md ciia<br /> dung tai cac thanh phd nhd va va phat trien cd sd bdn 16 tai cdc<br /> va Itfu thdng md ctfa"<br /> khu vtfc ndng thdn. Vi vay, cac khu vtfc ndng thdn. Chinh phii<br /> b / Kinh nghiem phdt trien hang ban 16 da md rdng ddu tU Trung Qudc ciing khuyen khich<br /> hooLt dpng bdn li d ndng thon m a n h me vao thi trUdng nay. hoat ddng mua lai, sdt nhap, cdc<br /> Trung Qudc Hang Suning vdi chudi ctfa hang DN nhd; khuyen khich cac DN<br /> Hlen vdn cd khodng hai phdn dien til ldn nhat nUdc, dU dinh van h a n h theo md hinh chudi<br /> ba trong tdng sd dan 1,3 t^ ngUdl se md them 520 ciia hang mdi, sieu thi nhdm tang cUdng hieu<br /> cua Trung Qudc sdng tai ndng bd sung them vao sd 941 ctfa qud kinh doanh. Ngodi ra, Chinh<br /> hang hien tai tren khap Trung phu ciing dp dung cac chinh<br /> thdn. Vi vay, ndng thdn Trung<br /> Qudc. Hang ddi thu GOME, vdi sdch hd trd nhdm thuc day sU<br /> Qudc la mdt thi trUdng ldn.<br /> hdn 700 cila hang tren todn phdt trien cac loai hlnh ket cdu<br /> Chinh phfi Trung Qudc hieu rdng<br /> qudc, ciing chuyen hUdng tdi ha tdng thUdng mai cd d<br /> cac khu vtfc ndng thdn se la chia<br /> vung ndng thdn, vd len ke hoach khu vUc thanh thi vd ndng ^9^<br /> khda dd hp vUdt qua nhuTng thdi<br /> TNUONGMflSfi 33/2011 15<br /> NGHIlN COU-TRAO DOI<br /> <br /> thdn tren cd sd hoach dinh<br /> qui hoach, ke hoach phdt trien<br /> cu the. Cac b a n nganh cd lien<br /> quan cua nhd nUdc xay dtfng qui<br /> hoach phdt trien he thdng p h a n<br /> phdi hdng hod thdng n h a t tren<br /> todn Trung Qudc, trong dd chu<br /> trpng den hai hUdng cd ban: Mpt<br /> Id, cdi tao va hien dai hod cdc<br /> khu phd budn ban, cdc loai hinh<br /> truygn thdng; Hai Id, qui hoach<br /> phat trien mdi cdc loai hinh hien<br /> dai, nhat la cac sieu thi va dai<br /> sieu thi.<br /> Bdi hoc kinh nghiem ddi vcfi<br /> Viet Nam<br /> Mpt Id, phat trien ddng bd he che va chUa tUdng xUng vdl yeu theo hinh thUc hd trd 13% mtfc<br /> thdng thi trUdng d khu vtfc ndng cau phat trien. Do dd, trong thdi gia b a n cho ngUdl mua va dUdc<br /> thdn, trong dd lay phdt trien thi gian tdi, Nha nUdc can day thanh todn lal sau khi trinh<br /> trUdng hang hda la trpng tam, manh ddu tU phat trien n h a n lUc phieu mua hdng vdi cd quan tai<br /> lam cd sd de phdt trien ddng bd vd vat ltfc, dac biet la day m a n h chinh dia phUdng. Chinh sach<br /> cdc thi trUdng khdc. cdi cdch, ddi mdi tU duy vd n h a n kich cau cua Trung Qudc khong<br /> Day la kinh nghiem cd gid tri thUc ciia cdc cap quan ly d a n chi ddm bao cho ngUdi dan nong<br /> cd ve ly luan vd thtfc ti6n ddi vdi nhdm tao ra ddng ltfc mdi cho thdn dUdc hUdng ldi trUc tiep,<br /> phdt trien thi trUdng ndng thdn phat trien thi trUdng d khu vtfc ma cdn kich thich manh me<br /> nUdc ta trong giai doan hien nay. ndng thdn. cdng ddng cdc DN md rdng kinh<br /> Trong phat trien thi trUdng d doanh, gia tang doanh sd ban<br /> Ba Id, td chUc tdt k e n h tieu<br /> khu vUc ndng thdn cdn tap trung hang vd mang lUdi bdn hang d<br /> thu, tang cUdng mdi quan he<br /> trUdc het vao van de thi trUdng khu vtfc ndng thdn.<br /> giila thi trUdng ndng thdn va thi<br /> hda cac sdn pham va xay dtfng trUdng dd thi. JVdm Id, xay dUng qui hoach<br /> cdc thi tran la "diem ndng" tieu p h a t trien ket cau ha tang<br /> Theo kinh nghiem cua Trung<br /> dung d khu vtfc ndng thdn. thUdng mal hai hoa cd d khu vifc<br /> Qudc, trong thdi gian tdi, Nhd<br /> Hai Id, tang cUdng ddu tU cho nUdc cdn xay dtfng k e n h p h a n thdnh thi va ndng thdn<br /> khu vtfc ndng thdn. phdi ket ndi mdt loat t h a n h phd Kinh nghiem cho thay, qui<br /> Ddng, Nha nUdc da thUc hlen lang xa. Dong thdi, day m a n h hoach thudng phdi chu trpng<br /> nhieu chu trUdng, dUdng ldi ve cai each the che HTX, thiet lap den: 1) Van de mdi trUdng; 2)<br /> phat trien ndng nghiep, ndng Uen hdp ndng cdng thUdng, thtfc Van de ddm bdo canh tranh<br /> thdn. Ddng thdi, nhifiu chUdng thi sdn xuat, cung cap, tieu thu, cdng bdng giila cac loai hinh<br /> trinh, dtf dn dau tU phat trien phuc vu theo chudi. b a n 16 hlen dai vd truyen thdng,<br /> ndng thdn da dUdc trien khai Bdn td, phdt trien hoat ddng giila cac loai qui md ciia loal<br /> nhU: phdt trien giao thdng ndng bdn 16 d khu vtfc ndng thdn hinh sieu thi; 3) Van de ddm<br /> thdn; klen cd hda kenh mUdng thdng qua chinh sach kich cdu bao quy6n ldi cua ngUdi mua: 4)<br /> ndi dong; chUdng trinh tuyen trtfc tiep cho ngUdi tieu dung Van de ddm bdo stf phat trien<br /> chpn can bd tr6 ve lam chii tich ndng thdn. dong deu giila cdc viing, cdc dia<br /> xd d 61 huyen ngheo; chUdng Theo kinh nghiem ciia Trung phUdng, giUa cdc vung npi thi va<br /> trinh xay dtfng ndng thdn mdi... Qudc, chinh sdch kich cdu cua vung ngoai thdnh; 5) Van de<br /> Tuy nhien, ben canh nhUng ket chinh phii dUdc thtfc hien trtfc bdo ton stf p h a t trien kinh t^<br /> qud da dat dUdc, vdn con h a n tiep den ngUdl d a n ndng thdn ndng thdn... •<br /> 61 THUUNG Mfl 3533/2011<br />