Vai trò và tính chất của thông tin thị trường đối với doanh nghiệp

NGHIEN C l i U - TRAO DOI<br /> <br /> <br /> <br /> <br /> V a i t r o v a t i n h c h a t c u a t h o n g t i n<br /> <br /> <br /> <br /> t h j t r u d n g d o i v d i d o a n h n g h i e p<br /> <br /> <br /> • DO VAN CHIEN Thdng tin la cd sd ngudn ldc cua cdc nha cung dng. tieu thu khac<br /> Giam doc Trung tam Thong tin quan ly cung gid'ng nhd nang nhau: nhdng san pham dang<br /> luting la cd sd ngudn ldc cua moi trong giai doan phat trien cua<br /> Cong nghi#p va Thuong mai<br /> hoat ddng. Khdng cd thdng tin mpt dd'i thu. Tham chi viec thay<br /> thi khdng cd hoat dpng quan ly doi Cty quang cao cua dd'i thu<br /> "Thdng tin Id chia khoa<br /> dich thdc. Tuy nhien, each hieu cung mang mdt dau hieu ve ndi<br /> cua quyen ldc"; dac biet<br /> thdng tin dda vao gia thanh la dung thong tin quang cao mdi.<br /> trong nen kinh te thi<br /> khdng phu hdp vdi each hieu Hien nay, tren the gidi cung<br /> trddng hoi nhap sdu rong<br /> hien nay cua cac nha quan ly ve nhtf d Viet Nam. van de sd dung<br /> vd canh tranh quoc te,<br /> gia tri thdng tin. thdng tin trong hoat ddng quan<br /> thdng tin noi chung, cda<br /> Theo each hieu va thtfc hien ly thUdng mai va thi trtfdng da<br /> thong tin thi trddng (TTTT)<br /> nhif vay, cd the xem khai niem trd thanh ddi hdi tat yeu cda sd<br /> noi rieng co vai trd dac<br /> ve gia tri thdng tin dUdc tinh phat trien. Dd'i vdi Viet Nam, tuy<br /> biet quan trgng doi vdi san bdng lgi ich thu dUdc do thdc hien mdc dp phat trien kinh te - xa<br /> xuat - kinh doanh ciia DN. quyet dinh dd dda ra tren cO sd hdi cdn thap hdn so vdi nhieu<br /> ling dung thong tin do. Thdng tin nddc khac nhtfng trong ddi sd'ng<br /> Vai tro cua thdng tin thi ve cac dd'i thu cd rat sdn trong kinh te - xa hdi da va dang ngay<br /> trtfdng cdc sach bdo, website, an pham cdng cd sd nhan thdc dung ddn<br /> Co the ndi thdng tin vda la va tap chi thifdng mai thi trddng; ve vai trd quan trpng cua thdng<br /> nguyen lieu dau vao vda la san trong do, cd mpt lddng ldn thdng tin; coi thdng tin la yeu to md<br /> pham dau ra cua he thdng dieu tin ve cdc nganh hoat ddng, sdn dtfdng cho qud trinh di vao hien<br /> hanh quan ly theo tat ca cac cap xuat cdng nghiep, thtfdng mai; dai hod cac hoat dpng trong nen<br /> dp cua to chdc kinh te, xa hdi. cdc loai san pham va dich vu vdi kinh te qud'c dan. Hdn the nda,<br /> Nha nddc da xay dtfng chien<br /> ltfdc cdng nghe thdng tin qud'c<br /> gia, tdc la tao cd sd phdp ly cung<br /> nhtf ha tdng cho viec tfng dung<br /> ngay cang sau, rpng he thdng<br /> thdng tin trong hoat ddng kinh<br /> te. 0 tam qud'c gia, ve mat dd'i<br /> ngoai, thdng tin kinh te, thdng<br /> tin thi trtfdng Viet Nam gdp<br /> phdn phat trien kinh te' ddi<br /> ngoai, hpi nhap kinh te qud'c te<br /> thanh cdng; cu the, md rdng<br /> quan he kinh te vdi cdc ntfdc,<br /> phat trien ngoai thtfdng; dac biet<br /> theo htfdng day manh XK, md<br /> rpng thi trtfdng cho cac san<br /> pham hang hda XK cua<br /> Viet Nam.<br /> THUONG MAI So 34/2010 I 7<br />  NGHIEN CUU - TRAO DOI<br /> <br /> <br /> Ve mat ddi noi. thong<br /> tin thi trUdng gop phan de cac<br /> DN, cac nha dieu hanh quan ly<br /> kinh te d cac cap dp ndm bdt<br /> kip thdi di£n bien cua thi trtfdng<br /> de co the chu dpng trong viec ra<br /> quyet dinh: dieu hanh san xua't<br /> va kinh doanh. dieu chinh cd<br /> cau van hanh cua cac ngudn ltfc<br /> kinh te... Trong nen kinh te<br /> hang hda, tat ca moi hoat dong<br /> trong qua trinh tai san xua't xa<br /> hdi deu dtfdc thdc hien thdng<br /> qua thi trddng. Thi trudng la cdu<br /> ndi gida san xua't vdi tieu dung,<br /> gida cac nganh, cac vung, gida<br /> nen kinh te' cua mdt mfdc nay<br /> vdi ndn kinh te cua cac mfdc<br /> khac. De trien khai cac hoat trtfdng trong ntfdc cung nhtf the tru phdc tap. Thdng tin thi<br /> dong thi trUdng, phai nghien gidi. Trong bdi canh ttf do hda trtfdng trong cdc quyet dinh co<br /> cdu ndm vdng thdng tin thi thtfdng mai tren pham vi khu cac tinh chat rieng nhtf sau:<br /> trtfdng. Ndm vtfng thdng tin thi vtfc va toan cdu, yeu cdu quan - Vdi cac quyet dinh mang<br /> trddng la mdt van de cd y nghia trpng hang ddu de DN cd the tinh tac nghiep: tdn suat thong<br /> quan trpng ca ve mat vi md va quyet dinh cho hoat ddng cua tin thtfdng deu dan, lap lai; dtf<br /> mat vi md. minh la thdng tin thi trtfdng. kien trtfde dtfdc ket qua; thdi<br /> O tam vi md, thdng tin thi d Viet Nam, thi trtfdng dich diem thdng tin bao gdm cd qua<br /> trtfdng la mdt can ctf quan vu ttf van va cung cap thdng tin khd, hien tai; thdng tin thtfdng<br /> trpng de xay dtfng chien ltfdc, dang phat trien kha manh. Hien chi tiet, ngudn tin dtfdc lay tif<br /> hoach dinh chinh sach. ddu ttf. chtfa cd dtfdc cd sd dtf lieu tdng trong td chtfc, cd cau true cao,<br /> dieu hanh san xua't va kinh hdp ve cac nha cung cap dich vu dp chinh xdc ldn va phuc vu cho<br /> doanh: kip thdi dieu chinh. can ttf van va cung cap thdng tin thi cac can bp trong viec giam sat<br /> dd'i cung - cau nhdm binh dn trtfdng nen chtfa cd con so thdng hoat ddng tdc nghiep.<br /> thi trtfdng, phuc vu td't san xua't ke chi ra so cd quan. td chtfc, - Vdi cac quyet dinh mang<br /> va ddi sd'ng xa hdi. Dd'i vdi cac DN trong va ngoai ntfdc dang chien thuat: tan suat thong tin<br /> DN. thong tin thi trtfdng la cd hoat ddng trong linh vtfc nay d phdn ldn la thtfdng ky, deu dan;<br /> sd cua dtf bao. la yeu to ddu Viet Nam. Day la ly do khien dtf doan dtfdc sd bp ket qua ciia<br /> vao quan trong ti6n de de kip nhtfng DN cd nhu cdu stf dung quyet dinh va thtfdng cd thong<br /> thdi dtfa ra cac quyet dinh san dich vu ttf van va cung cap thdng tin bat ngd; thdi diem cua thong<br /> xua't, dau ttf, kinh doanh chinh tin thi trtfdng dang gap nhieu tin bao gdm thdng tin hien tai va<br /> xac va cd hieu qua. De phuc vu khd khan trong viec tim kiem, ttfdng lai; mdc dp chi tiet mang<br /> hieu qua cho hoat ddng san ltfa chpn nha cung cap dich vu tinh tdng hdp, thdng ke; ngudn<br /> xua't, kinh doanh cua DN. thong cho minh mdt each td't nha't. tin dtfdc stf dung ttf trong va<br /> tin thi trtfdng can phai dam bao Thtfc te tren dang ddi hdi cdng ngoai td chtfc: bao gdm cd thong<br /> cac yeu cdu ve chat ltfdng tdc quan ly Nha ntfdc ve dich vu tin cd cau true va phi cau true;<br /> thong tin. Viec Viet Nam gia nay can dtfdc hoan thien hdn mdt so dtf lieu thdng tin cd tinh<br /> nhap WTO dtfdc coi la mdt ddng nhdm htfdng tdi mdt thi trtfdng chu quan va loai thdng tin nay<br /> ltfc thuc day cac DN tap hdp ttf van co chat ltfdng. phuc vu cho cac can bp trung<br /> ltfc ltfdng. tri tue, cac ngudn ltfc Ndi ve thdng tin thi trtfdng thi gian.<br /> trong cudc canh tranh tren thi thdng tin thi trtfdng la mpt pham - Vdi cac quyet dinh mang<br /> 8 I THUONG MAI So 34/2010<br />  | NGHIEN C1?U - TRAP DPI<br /> <br /> <br /> tinh chien lifdc: tan suat thong ve khach hang la td'i quan trpng. kinh doanh trtfde mdt. lau dai<br /> tin sir dung thifdng sau mpt ky To chtfc thu thap, Itfu trtf va khai cua DN. Stf ddy du the hien<br /> dai, trong nhu'ng tnfdng hdp dac thac thdng tin vd khach hang trtfde het d cac thdng so. dtf lieu<br /> biet; ket qua thifdng khdng dd nhtf the nao la mdt trong nhtfng cua mpt npi dung thdng tin theo<br /> kien trtfde dtfdc; thdi diem cua nhiem vu ldn cua mpt DN. DN mdt muc tieu nha't dinh. Ngoai<br /> thong tin mang tinh dd doan cgnh tranh: Biet vd dd'i thu canh ra, thdng tin can phai dam bao<br /> cho ttfdng lai la chinh; cac tranh trtfc tie'p la cdng viec hang tinh kip thdi. Dd la dam bao<br /> thong tin mang tinh tdng hdp, ngay cua cac DN hien nay. Khai tinh thdi stf cua thdng tin va<br /> khai quat; ngudn tin sd dung niem gian diep kinh te thtfdng nhanh chong dtfdc truydn tdi<br /> ngoai td chdc la chu yeu; cac dddc ndi tdi hien nay gida cac den ngtfdi cd nhu cdu nhan<br /> thdng tin hau het la phi cau DN canh tranh phdn nao the thdng tin. Dac biet. thdng tin la<br /> true, mang nhieu tinh chu quan hien tam quan trpng cua nhtfng mdt ngudn ltfc quy bau cua td<br /> va thtfdng dddc sd dung cho cac thdng tin vd DN canh tranh. Cac chtfc cung nhtf ngudn vd'n va<br /> can bp quan ly cap cao. yeu to anh htfdng: cac yeu to ttf nguyen vat lieu. Vi vay. thdng tin<br /> DN la te bao cd sd, la td nhien, xa hdi, khach quan va cung nhtf vd'n hoac nguyen lieu<br /> chdc quan trpng trong ndn kinh chu quan anh htfdng tdi thi cdn dtfdc bao ve, gitf gin. khdng<br /> te thi trddng. Do dd, viec trtfdng va xu htfdng thi trtfdng la the de dang tie'p can dtfdc.<br /> nghien cdu he thdng thdng tin nhtfng thdng tin can thiet, Chat ltfdng cua thdng tin thi<br /> cho DN la mdt didu cdn thiet. khdng the thieu dtfdc de dam trtfdng la pham tru rdng, cd cac<br /> De cd mdt cai nhin khai quat bao stf thanh cdng trong kinh tieu chi dinh tinh cd ban da neu<br /> ve nhdng ngudn thdng tin cho doanh cua cac DN. d tren va dtfdc thoa man vdi da<br /> mpt td chdc, cd the xem xet sd so cdc dang san pham thong tin<br /> Cac dau moi thong t i n cua<br /> dd tdng quat cac ngudn thdng thi trtfdng. Tren thtfc te chat<br /> to chufc DN<br /> tin cho mdt DN trong mdt tdng ltfdng thdng tin thi trtfdng dtfdc<br /> the gdm: Xet cho cung hoat dpng td't<br /> danh gia theo yeu cdu cua dd'i<br /> hay xa'u cua<br /> ttfdng stf dung cu the, theo hieu<br /> Nguon tin tu Nha mdt he<br /> qua tfng dung, stf dung thdng tin<br /> nddc va cap tren thdng thdng<br /> thi trtfdng dd. Chat lddng cua<br /> tin dtfdc<br /> mpt so dang thdng tin thi trtfdng<br /> danh gia<br /> thdng qua nhtf cac bao cao phan tich danh<br /> chat ltfdng gid tdng quan, cdc dtf bao tdng<br /> cua thdng hdp cd ngdn han, trung va ddi<br /> tin ma nd han cdn cd them cac tieu chi vd<br /> cung cap. tinh khai quat, quy luat, tinh<br /> Thong tin Thong tin ve<br /> khach hang DN canh tranh Tieu chuan tdng hdp, chuyen gia: dap tfng<br /> chat ltfdng dtfdc hieu qua, kinh te' trong sd<br /> thdng tin vd dung va tfng dung thdng tin dtfdc<br /> Nhd niidc vd cap tren: Mdt td cd ban phai dam bao dtfdc cung cap.<br /> chdc trong mdt qud'c gia phai nhtfng tieu chi: Chinh xac; Ddy Ndi tdm lai, trong mpt thi<br /> chiu stf quan ly cua nha nddc. du: Kip thdi: Dd tfng dung; Dtfdc trtfdng md, canh tranh; ngoai<br /> Moi thdng tin mang tinh dinh bao ve. Trong dd. dp chinh xac tiem ltfc tai chinh, trinh dp cdng<br /> hifdng cua Nha ntfdc va cap tren tao ra "uy tin" va dp tin cay cua nghe, kha nang quan ly va ky tri<br /> dd'i vdi mdt td chdc nhtf luat thdng tin. the hien dtfdc tinh cua ngtfdi dtfng ddu thi vai trd<br /> thue, luat mdi tnfdng. quy che trung thtfc cua stf vat dtfdc phan cua thdng tin quyet dinh quan<br /> bao hp... la nhdng thdng tin ma anh. Day la tieu chuan so 1 trong stf thanh. bai cua DN. Vi<br /> bat ky mdt td chtfc nao cung quan trpng nha't. Tinh day du vay, cung cap, tie'p can thdng tin<br /> phai Idu trtf va sd dung thtfdng thdng tin trtfde het the hien stf mdt cdch nhanh nha't, cd chpn<br /> xuyen. Khdch hdng: Trong nen bao quat cac van de dap tfng yeu lpc nha't la mpt van dd khdng<br /> kinh te thi trtfdng thi thdng tin cdu cho hoat ddng san xua't, the thieu vdi DN •<br /> THUONG MAI So 34/2010 I 9<br />