Phát triển chuỗi cung ứng giá trị của các doanh nghiệp ngành bia Việt Nam

QURN TR! KINH DORNIf<br /> <br /> <br /> <br /> P M T TRIIN Ctiu5i CUNG QNG GIA TRI<br /> <br /> CUA CAC DOANII NGfJilP NGANH BIA Vl{T NAM<br /> Nouyeh Hoana Viet *<br /> Nguyeh Thi My Nauydt'<br /> <br /> Ngay nhgn: 25/7/2077 Ma so: 2.MKT<br /> <br /> TQ khda: Chudi cung dng. nginh bia, cung dng gia tn<br /> <br /> /'^^sm 2007. Vidt Nam chinh thdc gia nhip vio WTO va dd bo hoan tain ria can ky thuat trong<br /> (^^IJnh vuc bia - ruau - nudc giai khat theo Id trinh cam ket gia nhap td chdc nay. Mic du Chinh<br /> phu da cd mdt Id trinh thitc thi cam ket niy de tiet giam, khdng giy sdc trong thay doi cac yeu td mdi<br /> trudng nginh kinh doanh nhung hang loat thay ddi Idn va ddng bo cua cac yeu td mdi trudng thuang<br /> mai da vi dang tic ddng rat manh. sau den san xuat kinh doanh va quan tn doanh nghidp ndi chung<br /> va tdi stl phat trien chudi cung dng gii tn cua doanh nghidp trong nginh ndi rieng trong tuang lai Mat<br /> khac. vdi cau true nganh ed sU thay ddi Idn theo hudng gia tang eudng dd canh tranh trang nganh gida<br /> eae nhi san xuat trang nude vi giQa doanh nghiep trong nudc vdi eae hang bia Hen doanh la mdt nguy<br /> CO Idn eho eie doanh nghiep trang nude. Do dd, mudn nang eao doanh sd va thi phan san pham bia va<br /> cai thien duae vi thi the eanh tranh tai thi trudng Viet Nam hien nay, eie doanh nghiep bia phai khdng<br /> ngdng tao lip vi vi eung dng gia tn gia tang eho khieh hing. Bii viet nay nghien eiiu md hinh phat<br /> trien chudi eung dng gia tn va de xuat nhQng giai phap nham nang eao hidu qua hoat ddng cua eae<br /> doanh nghiep bia Vidt Nam trong dd nghien edu dien hinh tai eae doanh nghiep thudc Tdng edng ty co<br /> phan Bia - Ruau - Nude giai khat Hi NoL<br /> <br /> <br /> 1. Mo hinh phat trien chudi cung Qng gia tr| cua dope hid'u la mdt loat cac hoat ddng trong td chQc<br /> cac doanh nghi|p bia Vt#t Nam de' san xuat ra mdt san phd'm nhat dmh vd phan<br /> Mdi doanh nghidp (DN) la mdt tap hpp cdc hoat phdi eho khach hang. Cac hoat ddng nay bao gdm<br /> ddng tO thiet ke, san xuat, ban hang va hd'trp djch tQ thiet ke san pha'm, mua vdt to dau vdo, s^n<br /> vy khach hang, tat ea cac hoat ddng nay dope lien xuat, tiep thj va phan phdi. NhQng hoat ddng nay<br /> ket thanh mdt chudi. Khai nidm "chudi gid trj tao ra mdt chudi ket ndi ngodi san xuat vdi ngUdi<br /> chain of value" lan dau tien dupe M. Porter dua ra tieu dung va mdi hoat ddng deu tao ra, bd sung<br /> trong cuon sach Competitive Advantage vao nam gia trj cho san phd'm cudi cung. Hay ndi cu the'<br /> 1985. Chudi eung Qng gia trj dope hid'u la mot hdn, chudi cung Qng gia tn Id mpt he thdng bao<br /> ehuoi eae hoat ddng ed lien ket theo ehieu doe gdm cdc td chQc, con ngodi, hoat ddng, ludng<br /> nham tao lip va gia tang gii tri cho khieh hang. thdng tin trao dd'i giQa eae to chQc ve bien ddng thj<br /> Ban chat cua chudi cung Qng gia trj ehinh la chudi trodng, nang loc san xuat... va cac ngudn luc khac<br /> gia tn cua DN. Thudt ngQ chudi eung Qng gia tn<br /> dope sQ dyng ban dau chi nham vao cae hoat * TS., Trudng Bai hgc Thuang mai<br /> ddng cua mdt DN, vi vdy chudi cung Qng gia trj ** ThS., Trudng D^i hgc Thuang mai<br /> <br /> KHOA HOC<br /> 24 Tliimng Mai So 43/2011<br />  QURN TRI KINH DORNH<br /> nham quan ly chudi cung Qng, sang tao, san xuat cung Qng hodc khi trong cau true canh tranh<br /> va eung Qng gia trj dap Qng tot da nhu eau cua ngdnh kinh doanh xuat hien nhQng kha nang ddi<br /> ngUdi tieu dung cuoi cung thdng qua vide sQ dung thu canh tranh cd thay dd'i gdy ra de dpa Idn ve<br /> hieu qua cac ngudn lye, loai bd eae nhdn td gdy ndng cao gia tr; cung Qng eho khdch hang ddi hdi<br /> dinh trd san xuat va phdn phdi dd' tdi ou hda hieu DN phai phdn tieh lai chudi eung Qng gid trj cua<br /> qua cua kinh doanh. Trong quan trj doanh nghiep minh vd phat trie'n nd cho tOOng thich, can bang<br /> hien dat, phdn tich chudi eung Qng gid tn dupc sQ va dat hieu suat eao hon.<br /> Hinh 1 .• Cau true ehudl eung dng gii tn cOa cac doanh nghiep nganh bia<br /> <br /> <br /> Hoat<br /> dpngcd Logistics San xuat Marketing & j ^<br /> dau vdo Dich vu<br /> ban & tae nghidp ban h a n g ^ ^<br /> <br /> <br /> Nhd cung Qng Day c h u y e n ^ H# thong phan Did'm phan<br /> NVL va chdft san xuaft phdi phot<br /> lupng NVL f Quy md va Cac chuong Cdc djch vu hd"<br /> PhUdng tien vdn nang luc san trinh marketing trd di kem<br /> ehuye'n xuat cua DN Phat trien<br /> He thdng kho bdi Cet giam chi phi thUdng hidu<br /> Quy trinh Ipc SP va DN<br /> Ddng chai vd<br /> bio quan<br /> <br /> Phattrigntfteiu<br /> Hogt Quan trj thu mua hg ting kinh doanh ^Phat trien cdng Qudn trj rtgudn<br /> (Tdt chinh-kgtoan, nghd (Phat tri^n ^nhdn luc ^<br /> <br /> <br /> io»«<br /> f——1<br /> S i i i j w m w i ^ w e Tr>i^a?b*9**»ni5 Tk't;(5%*i'rSr'\-% Hsishdiyfa^s<br /> ^'n&ia>MDOk libit x < t ^ vvckooin^ DNftrsOng z r ^ r . UucJt ^>taf; B&K^ii<br /> <br /> <br /> <br /> Kalttoiigy ODotiay Q Tiiuialap •Klionatti'may DR.it klioiiaHKy<br /> <br /> <br /> (Ngudn: Ket qua xQ ly SPSS 16.0)<br /> anh... Vide thUdng hieu eua Ha Not cdn md nhat Mdt la, tuy doanh nghidp cd lien tuc duy tri,<br /> d nhieu khu vQc tren thj trodng ndi dja va vang giQ vOng mdi quan he tdt dep vdi cac khach<br /> bdng d thj trodng node ngoai la dieu rat bat Ipi. hang truyen thdng nhQng trong khdu tiep thj,<br /> Nguyen nhdn la do, phan Idn cac DN thude khuyen mat, td chQe hdi nghj khach hang, thyc<br /> Habeco hien nay chi mdi quan tdm tdi sU hidn didn hien eae chUdng trinh quang eao thi van ehua<br /> ciJa thUdng hidu d cac ndi ma chua cd sU nhdn thudng xuyen, mdi ehi gidi han d mdt sd hinh<br /> thQc day du ve gia trj thUdng hieu de cd phUdng thQc ehu yeu.<br /> thQc dau to hidu qua. Vide thiet ke hd thdng nhdn Hai la, Habeco mdt chi ap dyng cac chien<br /> didn thUdng hidu thi rdi rac chua tao ra kha nang lupe quang cao va hd'trp quang cao de' quang<br /> phan biet cua khach hang. ba thUdng hieu nhu: lien tyc cdp nhdt nhOng<br /> ThQ tQ. nhdm hoat ddng marketing va ban thdng tin ve HABECO tren web site:<br /> hing ciia DN dupe coi Id hoat dpng bj danh gia www.habeeo.eom.vn. Thdng tin ve Habeco cung<br /> yeu hdn so vdi cac DN trong nganh. Cy the', ea nhu cac san pham Bia Ha Not tren eae phudng<br /> bdn ndi dung trong nhdm hoat ddng nay bao gdm tien thdng tin dai chung nhu cac tap chf dd udng,<br /> hieu qua cae ehUdng trinh truyen thdng marketing, bao didn tQ, Dai truyen hinh Vidt Nam, ddc biet<br /> chat lupng dpi ngu ban hang, hd thdng djch vu Id cae tap ehi trong nganh. Quang ba bang<br /> khach hang va eae chUdng trinh xuc tien thUdng nhOng tdng phd'm cd logo cua HABECO tdi<br /> mai ehi tdt hdn so vdi nhdm DN bia dja phUdng ft khach hang, tren d td cua cac dai 1^, bd trf cac<br /> <br /> KHOA HOC<br /> 28 Thirofng Mai^ So 43/2011<br />  Q U R N TRI KINH D O R N H<br /> <br /> poster tai cac did'm ban hang eua khach hang... hch trinh san xuat, mQc tieu thy, mQc tdn kho de'<br /> Ba la, ddi vdt hoat ddng ban hang va djch vu cae nhd cung cap hoach djnh, ehud'n. b| vd do dd<br /> khach hang, theo dieu tra dUdc tien hdnh tai DN phan hdi kjp thdi vdi nhu cau cua DN. Ode bidt vdi<br /> cd den 53.6% so ngudi danh gia DN chua cd sy san phd'm mang tfnh thdi vy cao thi ddy Id nhdn td<br /> quan tdm dung mQc den hoat dpng ban hang va giup eho DN cd thd' dn djnh va dam bao dUdc ke<br /> cac dich vu khach hang. Do khach hang chu yeu hoaeh san xuat. Ngodi ra thi san xuat cung dupe<br /> cua DN la cac trung gian phdn phdi nen vide trie'n tfch hpp vdi cac nhdn td ve edng nghd vd cac<br /> khai hoat ddng ban hang ddc bidt la djch vy khdch ChUdng trinh marketing ban hang eua DN de' dam<br /> hang Id yeu. Trong khi cae thuong hidu bia ndi bao dupe ke hoach san xuat dap Qng tdt dope<br /> tieng nhu Heneiken sQ dung hang loat eae nhdn khach hang vd thj trudng can uu tidn.<br /> vien ban hang dupc ddo tao de' gidi thieu san Hai li, giai phip phat trien chudi cung Qng san<br /> phd'm va ban hang ddng thdi tu van va hd" trp pham eua doanh nghidp<br /> khach hdng trong edng tac thdng tin vd tidu dung Chudi cung Qng san phd'm bia cua DN phai<br /> san phd'm thi HABECO dudng nhU khdng cd hoat nhan manh vd tdp trung vdo tfnh thdi vy cua san<br /> ddng nay. phd'm, Chang han nho vdo mQa ddng thi nhu cau<br /> 3. Mpt so giai phap phat trien chudi cung Qng tieu dung bia cua khdch hang nhd le giam, song<br /> gia tn cua cac doanh nghif p bia tdt nam 2015 va lai dung vao mQa codi ndn san lopng tieu thy vdo<br /> tam nhin den nam 2020 cac thang ndy khdng bj bien ddng manh. Vdo mua<br /> Mdt la, giai phap phat trien ket eSu ha tang kinh he eau tang nhQng ngodi tieu dung ed the' sQ dyng<br /> doanh cua cae doanh nghi$p bia: hang thay the bia hdi thay cho bia chai vl gid re lai<br /> Ve quy trinh san xuat cua cac DN nganh bia can tool mat. Vdi cd eau san phd'm hifn tai, cd the' tgo<br /> phai thuc hien va trie'n khai mdt sd cac uu tien sau: so d'n d|nh ve doanh thu cac thdng 5, 6, 7 khi ma<br /> Trong hoaeh djnh san xuat phai uu tien den bia chai giam sut thi da cd bia hdi len ngdi. Hai san<br /> cac thj trudng va khdch hang, hien nay doanh phd'm nay bd trd eho nhau tgo nen so d'n d|nh<br /> nghidp dang tdp trung vd cd djnh hudng phdt trie'n tOdng ddi eua doanh thu trong cac thang. Vdo<br /> thj trudng xuat khd'u do dd quy trinh san xuat phai thdng 2, 3 san lOdng tidu thy bj giam Id do tinh<br /> dap Qng dope cae tieu chua'n eua mdt san phd'm trang chung cua ngay "8/3". Mdt mdt can Idu y nQa<br /> xuat khd'u. Id thang 12, 1 dung vdo djp Tet Nguyen dan, khi<br /> - DN can hudng tdi md hinh san xuat tinh gpn ma nhu cau tieu dung bia lon tdng ddt bien ma<br /> de' ed the' tang vdng quay va giam mQc tdn kho doanh sd cua cdng ty van dn djnh, dieu nay phan<br /> hidu qua. Oe lam dope vide nay thi thdng tin chfnh anh cau ve bia cua cdng ty it bien ddng do anh<br /> xac ddng vai trd rat quan trpng trong DN, ddc bidt hudng cua ed cau.<br /> la cae thdng tin lien quan tdi tinh trang cdc ddn Hoat ddng mua hdng eung vdi phUdng thQc<br /> hang, san lupng, thdi gian ngQng hoat ddng eua mua hang tQ cdc nhd eung Qng node ngoat hidn<br /> ddy chuyen san xuat, hieu qua chat lUdng, mQc nay Habeco can phai cd djnh hodng giam tdng chi<br /> tdn kho. phi sd hQu bang each cai tien cac hoat ddng mua<br /> - DN nen ddt ra cac dmh mQc va lien tyc giam hang theo ca hai hodng cai thidn ehi phi nguyen<br /> sat cac tieu ehud'n, vi dy nhu sQ dung md hinh Six vdt lieu ddng thdi cat thien ehi phi eho ca chudi<br /> Sigma de' ed the' kie'm soat vao chat lupng cua san cung Qng cua DN. DN can chia ra cac san phd'm<br /> phd'm theo vdng ddi. Trong cac trudng hdp xuat cd vai trd quan trpng khae nhau de' djnh ra ehien<br /> hien san phd'm bia bj ldi cd the truy nguyen ve Id iQpc mua hang eho tQng san phd'm. Vf du vdi cdc<br /> san xuat va tQng ddn vj hang de' tim ra nguyen nguyen lieu chinh nho malt hay hoa vien, cao vidn<br /> nhan gdy ra van de ve chat lopng vd cd the' sQa vd hoa thdm... thi can phai tdp trung khai thac,<br /> ChQa, thu hdi san phd'm nhanh chdng. duy tri mdi quan hd Idu dai vdt ndi tdc eung Qng ne<br /> - Odng bd hda cac hogt ddng san xuat bang dn fi|nh ngudn eung, edn cae nguydn vdt lieu san<br /> each cung cap cho cac nha eung cap thdng tin ve ed va canh tranh nho dodng, gao... thi ed the' sQ<br /> <br /> KHOA HQC '^<br /> <br /> So 43/2011 liiiTafng M a i 29<br />  Q U R N TRI KINH D O R N H<br /> <br /> dyng phydng thQc dau gia eanh tranh va cdng vide hinh thanh trung tdm nay eho phep DN phdi ket<br /> khai. Chud'n hda hoat dpng mua hang cua DN hdp giQa hat hoat ddng giao hang va tra hang de cd<br /> giup giam dope ehi phf dau vao va gia tang gia trj the' cat giam chi phi vdn ehuyd'n san phd'm eua DN,<br /> cho DN. De' lam dupe dieu nay ngoai sU tap trung ddng thdi hd'trp giat phdng mat bang cho cae ddn vi<br /> cua toan DN thi cdn can ed sQ trp giup cua khoa phdn phdi khi cd nhu eau.<br /> hpe Qng dyng. DN ed the' ty tdi ou hda hoat ddng Ba la, giai phap phat trien eae kenh marketing<br /> mua hang eua minh phan mem quan tn ehudl thuang mai eua doanh nghidp bia<br /> eung Qng (SCM) thfch nghi ridng vd dieu hdnh eho Cae DN can phat thay rd dUdc thye trang<br /> hoat ddng nay dat hieu qua cao nhat. canh tranh ngay cang gay gat, ddi hdi cua khach<br /> ThQc trang hoat ddng giao hang eua DN cho hang ngdy cang da dang, phong phu, tidu chua'n<br /> thay tai nhieu thdi diem nhu eau san phd'm bia tang cao do dd DN phai chu ddng trong vide phat trie'n<br /> cao nho mua he, lei tet, DN khdng dap Qng hodc dap cac kenh marketing cua DN. Ode biet DN can phai<br /> Qng choa tdt nhu eau giao hang eho khach hang, do no" lyc phat trie'n he thdng phdn phdi ehuye'n<br /> dd DN can phat cd ehinh saeh trpng tam va Ou tidn hudng tQ "da'y" sang "keo" thay vi DN chu dpng<br /> trong hoat ddng giao hang nhO eung cap cdc khdch san xuat va dd'y san phd'm vao he thdng kenh<br /> hdng quan trpng loa chpn dat hang ty ddng vd gidi phdn phdi cua minh thi tdp trung vao hdi ty nhu<br /> han lya chpn ddi vdi cdc khdch hang edn lai va ddn eau eua khach hang myc tieu de' dap Qng nhu cau<br /> hang gia thap. De' trien khai tdt hoat ddng nay DN gia trj eho cac tdp khach hang nay. Sy ehuye'n<br /> cung can phai thiet ldp dope mang lodi thdng tin ve bien nay ed the' giup cho DN vQa phdt huy the<br /> ddn hang thdng sudt toan bd hoat ddng cua doanh manh hien hQu, vQa van dyng nhOng thdi cd do<br /> nghiep de giam chi phi va thdi gian. Trong qua trinh sQc hut thj trudng dd thj mang lai vide md rdng<br /> thQc hien ddn hang hien nay, DN ludn phai ed mdt pham vi bao phu thj trudng de' xdm nhdp lai cac thj<br /> he thdng giai dap thac mac cua khach hang ve thdi trudng ehuye'n tiep vd thj trudng ngach da bj thoai<br /> gian va Id trinh eung cap hang eua doanh nghiep de' bd thdi gian trude.<br /> ed the' phan Qng vdi nhQng van de rui ro trong qua - Cac DN can tdp trung xdy dyng va phat trie'n he<br /> trinh giao hang ngay ldp tQc. Ngoat ra, hinh thQc phd thdng phdn phdi phu hdp, hidu qua. Can cQ ket ludn<br /> bien hien nay la md hinh tim khdch ban hang, la hinh phat trien CL lya chpn gia trj tren, DN nen tap trung<br /> thQc dai ly to mang hang den eae did'm ban le, chao de xuat xdy dung va phat trie'n md hinh hd thdng<br /> hang va giao hang ngay ldp tQc. Khdng tinh den cac phdn phdi san pha'm bia thude phan doan chat lOdng<br /> Ou die'm ddn gian, giam nhdn iQc thi md hinh nay trung binh kha/gia trung binh. Theo dd md hinh luc<br /> mang tinh thdi vy la ehu yeu, mdi quan hd giQa dai lupng ban hang cua DN dUdc chia thanh ba khoi<br /> ly vdi die'm ban le long leo va dde biet khd kie'm soat chinh: khoi cQa hang true thudc edng ty, khoi ban<br /> eae chOdng trinh khuyen mat. Ngoai ra do khdng hang trQc tiep va khoi ban hang gian tiep.<br /> ludng trude nhu eau khdch hang, nen thudng xuyen - DN can hoan thidn ndi dung phat trie'n truyen<br /> xay ra tinh trang thieu hang trong nhQng thdi die'm thdng va xuc tien thUdng mat bao gdm vi#c ldp<br /> mua vy. Trong thdi gian tdi eae DN can phai ed cdc mdt phdi thQc xuc tien thUdng mai hdn hdp vdi<br /> ehUdng trinh du bao cau khach hang hd'trp eho cac nhieu hinh thQc, phUdng tidn, pham vi dUde thuc<br /> quyet djnh san xuat, luu kho, vdn ehuye'n va thyc hidn theo cac chUdng trinh, ke hoach va ngdn quy<br /> hidn eae chuong trinh khuyen mai, ghi cdng nd va khac nhau. DN can xuat phat tQ hoat ddng ban<br /> xua't hda ddn de'dang hdn. hang eua minh de' xac ldp chUdng trinh xuc tien<br /> - Odi vdi hogt ddng thu hdi hang hda, san phd'm ridng biet vdi tQng ddi tOdng, ban budn, ban le,<br /> bia la san phd'm ddc bidt, nd tdn tai hoat ddng thu hdi xuat khd'u vdi lieu lupng va mQc dd dau to khac<br /> vd san pha'm tQ cdc khach hang sau khi sQ dung (dot nhau. Can tdp trung vao mdt sd de xuat sau:<br /> vdi hai san phd'm bia hdi va bia chai). Chung tdi de + Can lam ndi bdt nhOng Ipi fch khac bidt va ndi<br /> xuat DN nen thanh ldp mdt trung tdm logistics ngUdc trdi hodc danh tieng cua mdt hdng bia cCia DN<br /> de' ed the' td chQc hoat ddng thu hdi san phd'm. Vdi trong tQng hoat ddng tQ bdn hdng, mua hang.<br /> KHOA HOC c?<br /> <br /> 30 Tiiirofng Mai So 43/2011<br />  Q U R N TR.i KINH D O R N H<br /> <br /> phdn phdi vd marketing. Tai lieu tham khao:<br /> + Tao dyng hinh anh thoong hieu cua DN vd cd<br /> sd ban hang true thudc vdi phd hang ddng bd, cd 1. Le Dae Sdn, Phin tieh ehien luoc kinh<br /> trpng die'm, duy tri thodng xuyen, tfnh chdn thQc doanh, NXB Chfnh Trj Qudc gia, 2001.<br /> va hap dah cua gia dam bao chat lupng va djch vy 2. Le The Gidi & Nguyeh Thanh Liem, Quan Tn<br /> khach hang ehu dao. Chien LUOe, NXB Thdng kd, 2007.<br /> + Kich day cae chien djch ban hang thdng qua 3. Michael E. Porter, Chidn luac eanh tranh,<br /> vide ndng cao chat lupng ddi ngu ban hang va cdc NXB Tre, 2008.<br /> djch vu di kem. Ngodi ra vide tan cdng vao cac 4. Michael E. Porter, Lp"; the eanh tranh, NXB<br /> khach hang mdi cd the tien hanh theo ba each: tan Tre, 2008.<br /> cdng va xu the khang djnh dang cap eua ngudi 5. Toru Yoshimura, New Diversification<br /> udng bia, tan edng va cdc nhd hang, quan an, ed Strategies for the Japanese Alcohol Industry,<br /> sd kinh doanh djch vu mdi md va tan cdng vao cdc Massachusetts Institute of Technology, 2007.<br /> nha hang cd san phd'm cua ddi thu canh tranh ma 6. Anheuser Busch, 10-K. St Louis, MO:<br /> chua dope cham sdc tot. Anheuser-Buseh, 2008.<br /> + Khdng nhat thiet phai sQ dyng tat ca cdc<br /> cdng ey quang cao ma cd the tdp trung vdo mdt Summary<br /> sd hinh thQc phu hpp nho khuyen mai vd thdng<br /> qua phUPng thQc ban hang trQc tiep ca nhdn. SQ Vietnam officially joined WTO in 2007 and<br /> dung cac chOdng trinh quang cao trdn truyen hinh removed all technical barriers in beer-alcohol-bev-<br /> hay quang cdo trQc tuyen cd hieu Qng tdt, tuy erage sectors under its entry commitments<br /> nhien can ket hpp vd xen ke lan nhau de' cd hidu roadmap. Although the government has set a fea-<br /> qua xuc tien eao nhat. sible roadmap to these commitments to reduce<br /> - Hoan thidn ndi dung phat trie'n qua trinh djch shocking changes in the industrys business envi-<br /> vu khach hang khac bidt eho tQng ddi topng khach ronment, a series of the remarkable changes in<br /> hang khae nhau. Khach hang eua DN kinh doanh the general business conditions have strongly and<br /> bia bao gdm: cac dai ly (hay nha ban budn) chinh profoundly affected production and trading activi-<br /> la khach hang true tiep thudng xuydn, mua hang ties of enterprises in general and the development<br /> vdi khdi lupng Idn. Cae khach hang mua vdi khdi of value chains of the industrys enterprises in par-<br /> lupng ft chfnh la ngudi ban le vd ngudi tieu dung. ticular. Besides, with big changes in the industry<br /> Trong sd dd thi cac nha ban budn chinh la khach structure oriented towards increasing competition<br /> hang chu yeu, trpng did'm, do vdy DN can cd cac among domestic enterprises, also between<br /> bidn phap kie'm soat va ddng vien cac khdch hang domestic and joint-venture businesses, a big.<br /> thdng qua cac chi'nh sach gia ca, phdn phdi, threat is looming over Vietnam enterprises.<br /> phUdng thQc thanh toan... Therefore, to increase sales and share and<br /> Ket luf n: enhance their positions in Vietnam market, beer<br /> Od' xdy dung va vdn hanh chudi gia tn cd hidu enterprises should continuously create and supply<br /> qua cung nhu khdng ngQng phat trie'n ehudl cung added value to customers. The authors look into<br /> Qng gia trj gia tang la nhipm vy khd khan ddi vdi value supply chain development and suggest<br /> cac DN, nhQng giai phap mang tinh chien lOdc va solutions to help improve the efficiency of Vietnam<br /> tac nghidp de cdp trong bai viet cd the' hoan thien beer enterprises via the ease study conducted in<br /> dupc cdng tae quan trj ehudl eung Qng gia trj giup enterprises under Hanoi Beer - Alcohol -<br /> DN nganh bia ed the trie'n khai muc tidu ndng eao Beverage Corporation.<br /> nang lye canh tranh thdng qua vi0e eung cap eho<br /> khach hdng nhQng gid trj vupt trdi so vdi cdc ddi<br /> <br /> r u canh tranh trdn thj trudng.•<br /> _KHOA HQC<br /> So 43/2011 Tiiirorng Mai si<br />