bài thảo luận tmdt , chủ đề 2

8/3/2019 bi tho lun tmdt , ch 2

1/16

ti : Phn tch m hnh kinh doanh ca : pico plaza.

Website: http://pico.com.vn hoc http://picoplaza.com

I, T VN

S pht trin nh v bo ca khoa hc cng ngh v internet lm thay i cucsng mt cch r rt. Con ngi sng trong mi trng tin nghi vi cc thit b hin iv cc mi quan h ca h khng cn b hp trong 1 a phng, t nc m vn raton th gii. Chnh iu lm thay i hot ng kinh doanh ca cc doanh nghip,ln dn t kinh doanh thng mi truyn thng sang thng mi in t.

Theo Ph cc trng Cc TMT v CNTT B Cng Thng - Trn Hu Linh, vi65% ngi tiu dng c tm hiu thng tin v sn phm trc khi mua, 27% cc hotng mua sm trc tuyn, cng thm s ngi s dng Internet chim ti 25% dn s,Vit Nam ang c nhng thun li ln trong vic pht trin TMT.

Xt v th trng bn l, c n 65% s ngi mua hng tm kim thng tin v mu

m, thng s k thut, gi c ca sn phm qua Internet trc khi quyt nh mua hng.Trong s , c gn 30% - ch yu l gii tr - c quyt nh mua hng chu nh hngca Internet.(s liu nm: 2008)

(Theo http://dantri.com )Bt kp vi xu hng m hnh kinh doanh thng mi in t cng c p

dng voVit Nam trong nhng nm gn y. Vi s tin li trong trao i gia ngimua v ngi bn, TMT ang tr thnh s la chn ca nhiu c dn mng, nhngngi bn rn...v c bit hin nay Vit nam,m hnh kinh doanh B2C c p dngph bin hn c.

hiu r m hnh kinh doanh mi m ny nhm chng ti la chon ti : phntch m hnh kinh doanh TMT B2C c doanh nghip PICO plaza trin khai mt cch

rt hiu qu.II. C S L LUN

1.Thng mi in ta, Khi nim:

Thng mi in t c tn ting anh l Electronic Commerce hay Ecommerce: l victin hnh cc giao dch thng mi thng qua mng internet v cc mng truyn thng vcc phng tin in t khc.b, c im ca thng mi in t.+ l phng thc thng mi s dng c PTT tin hnh cc giao dch thng mi+ lin quan cht ch vi thng mi truyn thng , ph thuc vo mng internet , truyn

thng v PTT khc.+cc hot ng thng mi in t a dng phong ph.+thng mi in t l thut ng mang tnh lch s.c, Li ch v thch thc ca thng mi in t* Li ch- vi doanh nghip:+Gip m rng th trng+ Ci thin h thng phn phi.
http://pico.com.vn/http://picoplaza.com/http://dantri.com/http://pico.com.vn/http://picoplaza.com/http://dantri.com/


2/16

+ vt gii hn v thi gian+sn xut hng theo yu cu+M hnh kinh doanh mi.+Tng tc tung sn phm ra th trng.+gim chi ph sn xut, giao dch, mua sm..- i vi ngi tiu dng:+ Vt gii hn v thi gian v khng gian.+C nhiu la chn v sn phm v dch v.+Gi c cnh tranh+Gia hng nhanh hn vi cc hng ha s ha c.+Thng tin phong ph, thun tin v cht lng cao hn.+p ng mi nhu cu- i vi x hi:+To ra mi trng trc tuyn mua sm, gia dch+Nng cao mc sng ca ngi dn+To iu kin cho cc nc ngho c iu kin tip cn vi sn phm, dch v t ccnc pht trin.+Dch v cng c cung cp thun tin hn.* Thch thc ca thng mi in t:C 10 ro cn ln nht ca thng mi in t:-An ton-s tin tng v ri ro.-thiu nhn lc v TMT-vn ha-thiu h tng v ch k s ha-nhn thc ca cc t chc v TMT-gian ln trong TMT

-cc sn giao dch B2B cha thc s thn thin vi ngi tiu dng.-cc ro cn thng mi quc t truyn thng-thiu cc tiu chun quc t v TMT

( theo nghin cu ca CommerceNet commerce.net)2. Thng mi in t gia doanh nghip v ngi tiu dng (B2C)* M hnh kinh doanh l mt kin trc i vi dng hng ha,dch v v thng tin, baogm vic m t cc nhn t kinh doanh khc nhau v vai tr ca chng , m t cc li chtim nng i vi cc nhn t kinh doanh khc nhau v m t cc ngun doanh thu khcnhau.

( theo Timmer 1990)B2C (Business - To - Customer): Thng mi in t B2C l ch bao gm cc giao dch

thng mi trn Internet gia doanh nghip vi khch hng, m trong , i tngkhch hng ca loi hnh ny l cc c nhn mua hng. Loi hnh ny p dng cho bt kdoanh nghip hay t chc no bn cc sn phm hoc dch v ca h cho khch hng quaInternet, phc v cho nhu cu s dng ca c nhn .

a,Cc nhn t ca m hnh kinh doanh:-Mc tiu gi tr :


3/16

+L cch thc da sn phm , dch v ca mt doanh nghip p ng nhu cu cakhch hng .

+Bao gm : s c bit, c nhn v sn phm,gim chi ph tm kim sn phm, chi phkim tra gi c , s thun tin trong giao dch thng tin v qu trnh qun l phn phisn phm .-c hi th trng:

+Ch tim nng th trng v ton b c hi ti chnh tim nng m doanh nghip thuc t th trng .

+Thc t c hiu l khon doanh thu c kh nng thu c mi v tr m doanhnghip c th dnh c.- m hnh doanh thu:l cch thc doanh nghip c doanh thu v to ra li nhn toiu kin tn ti v pht trin trn th trng .Bao gm :

+M hnh doanh thu bn hng+ M hnh doanh thu qung co+ M hnh doanh thu dng k+M hnh doanh thu lin kt+ M hnh doanh thu giao dch

-mi trng cnh tranh: cho bit phm vi hot ng ca cc doanh nghip kinh doanhkhc kinh doanh sn phm cng loi trn cng th trng .

+ Bao gm cc yu t: s lng i th cnh tranh , phm vi hot ng, th phn v linhn thu c ,mc gi bn ca i th cnh tranh .-li th cnh tranh : l kh nng sn xut loi sn phm c cht lng cao hn hoc tungra th trng c mc gi thp hn hu ht( hay ton b) cc i th cnh tranh khc.-chin lc th trng : nghin cu cc sn phm , dch v p ng nhu cu ca khchhng , c k hoch xc tin a sn phm ti khach hng.-s pht trin ca t chc:

+ theo doanh nghip in t , mt k hoch c t chc c hiu l cch b tr, spxp v thc thi cc cng vic kinh doanh nhm t c mc tiu ca doanh nghip.

+ mt doanh nghip cn c mt h thng t chc m bo thc hin hiu qu khoch v chin lc kinh doanh.- i ng qun tr:+L nhn t quan trng ca m hnh kunh doanh, c trch nghim cy dng mu cngvic trong kinh doanh+ nh gi kh nng ca nh qun tr , xem xt cc kinh nghim qun l v cc yu tkhc nh: kin thc cn bn, kinh nghim gim st, iu hnh , s nm kinh nghimchuyn mn.b, Cc m hnh kinh doanh thng mi in t B2C* Trung gian thng tin.

a ra cc dch v trn gi v cc ni dung nh tm kim, tin tc, th in t,m nhc,

chng trnh videoi tng ch yu l ngi dng ti nhM hnh doanh thu: qung co, thu ph giao dch, ph lin kt, ph ng k.C hi th trng: hu ht ngi s dng thng qua cc cng thng tin truy cp vo

website thng mi khc trn khp th gii.Cng thng tin chung (cn gi l cng thng tin chiu rng): yahoo,MSN, zing.comCng thng tin chuyn bit(hay cng thng tin chiu su): iboats.com

*Nh bn l in t:


4/16

Phin bn trc tuyn ca ca hng bn l , ni khch hng c th mua sm hng hangay ti nh hoc cng s vo bt c thi gian no trong ngy.

Knh phn phi trc tuyn cho cc doanh nghip KDTTM hnh doanh thu : bn hng ha, ph dch v.C hi th trng : mi ngi s dng trn internet u c th l khch hng tim

nng ca cc doanh nghip bn l in tNgi bn hng o: amazon.comC nhp v va h : walmart.comDanh mc ngi bn hng : landsEnd.com.Ph bun bn trc tuyn: Fashionmall.comCc nh sn xut trc tuyn: Dell.com

*Nh cung cp ni dung:Cung cp thng tin,cc qu trnh gii tr ( nhu bo ch, cc vn th thao.) v cc

chng trnh trc tuyn, cc tin tc thi s cp nht, cc vn quan tm c bit,nhng ch dn hay li khuyn trong cc lnh vc vn ha ,thng tin.

M hnh doanh thu :qung co , ph ng k, ph lin kt hoc tham kho, phdowload.

C hi th trng : ch yu vn thuc v cc nh cung cp thng tin truyn thng ,ckinh nghim v thm nin hot ng.* Nh trung gian giao dch

Cc nh trung gian giao dch cung cp nhng b x l giao dch bn hng trc tuyn ,ging nh cc nh mi gii chng khon hay cc i l giao dch.

Gp phn tng hiu sut mua bn ca khch hng v ca doanh nghip.M hnh doanh thu: ph giao dch.C hi th trng : vi s pht trin ca internet ,s gia tng ca th trng ti chnh v

th trng chng khon, c hi th trng ngy cng ln.Yu cu: phi gii quyt cc lo ngi ca khch hng bng cc bin php hu hiu bo

m an ton v bo v tnh ring t ca khch hng.*Nh to th trng

Cc doanh nghip trn c s Web s dng internet to nn th trng , kt ni ngimua v ngi bn.

M hnh doanh thu: ph dch v.C hi th trng : c tim nng ln.Yu cu:

Phi c ngun lc ti chnh v chin lc tip th tt thu ht ngi mua vngi bn n vi th trng.

Tc x l v s thun tin trong x l giao dchCch thc u gi v cc dng khc:+ m hnh u gi v u thu in t .+ nh cung cp dch v

+ nh cung cp cng ng


5/16

III, NI DUNG

1,S lc v cng ty Pico v trang web: http://pico.com.vn

Hoc: http://picoplaza.com.vn

Ngy 01/07/2007,PICO PLAZA chnh thc tham gia vo lnh vc kinh doanh bn lin my, to ra mt phong cch mua sm hon ton mi vi ngi dn th , thngqua cc sn phm v dch d ti ngi tiu dng , l mt trong nhng siu th in myc quy m hng u Vit Nam hin nay.Pico l nh bn l chuyn nghip cc sn phm in t - in lnh - Vin thng - IT -K thut s - Gia dng ca cc thng hiu ni ting hng u trn th gii nh Sony,Samsung, Panasonic, LG, JVC, Philips, Sharp, Sanyo, Electrolux, Fagor, Nokia,Motorola, Lenovo, HP, Acer

Ban u l ti a ch 76 Nguyn Tri, H NiThng 4/2008 khai trng siu th th hai ti 35 Hai B Trng, H Ni.V gn y nht l siu th Pico Electronics ti 173 Xun Thy Cu Giy (khai

trng thng 10-2010).H thng siu th Pico Plaza bt u trin khai bn hng trc tuyn qua websitehttp://www.picoplaza.com.vn/ t ngy 1/3/2009. K t ngy 1/3/2009 Pico thc hin bn hng trc tuyn (trc tip) cho khc hng lc nhn thng qua trang web : http://pico.com.vn . y khch hng c cung cpcatalog v sn phm m Pico cung cp.

Tuy mi tham gia vo nhng thng u ca nm 2009 , vn cn non tr nhngWebsite thng mi in t ca Pico Plaza chng t cho mi ngi thy y l mttrong nhng trang web bn hng trc tuyn c tnh nng mnh m v u vit vi m hnhB2C - business to customer(Doanh nghip ti tay ngi tiu dng) hng u ti VitNam. V cng cho thy y l nh bn l in t kh thnh cng.

Bng chng chnh l khch hng c p ng ti a nhu cu mua sm, vi s h trca tnh nng la chn cc mt hng theo thng hiu, theo cc thng s tiu chun kthut, theo gi c, mu sc Hn th na, tnh nng so snh s gip bn c th nhn thymi tng quan gia cc sn phm v chn la c mn hng ng nht.2. M hnh kinh doanh thng mi in t ca Pico plaza : B2C.

Trong qu trnh xy dng v pht trin thng hiu ca mi doanh nghip, bn cnh

nhng phng tin qung co truyn thng nh TV, bo, tp ch, Internet ng vai trquan trng v l mt phng tin hiu qu, tit kim trong vic xy dng nhn thc cangi tiu dng i vi mt thng hiu. Ngi lm marketing c th s dng tt cnhng ng dng ca trang web, nhm qung co, tng cng quan h vi cng chng,xy dng nhng cng ng trn mng to nhng n tng tt cho thng hiu.Marketing in t khuyn khch ngi tiu dng tham gia tch cc vo pht trin thnghiu, c thng tin v sn phm, hng dn c th cch s dng. Hiu qu pht trinthng hiu ca nhng tp on ln nh Fedex, Charles Schwab, The New York Times,
http://pico.com.vn/http://picoplaza.com.vn/http://pico.com.vn/http://pico.com.vn/http://picoplaza.com.vn/http://pico.com.vn/


6/16

Nike, Levi Strauss, Harley Davidson chng minh vai tr ca marketing in t trongchin lc marketing th k 21.

Chnh vic nh vo s pht trin ca internet, thi quen, th hiu ca ngi tiu dngv xu hng kinh doanh trc tuyn hin nay ca cc doanh nghip hin nay m Pico chn c m hnh kinh doanh ph hp vi cng ty mnh : m hnh kinh doanh thngmi in t B2C*Sn phm v mc tiu gi tr : Trung thnh vi tiu ch t ra: Bn hng chnh hng, mi 100%, m bo r xutx, ngun gc, hng ha trng by trn trang web l sn phm ca hu ht cc thnghiu ni ting hng u trn th gii, l i tc chin lc ca Pico trong sut 3 nm quanh: Sony, Samsung, Panasonic, LG, Toshiba, Philips, Sharp, Sanyo, Electrolux, Fagor,Nokia, Motorola, Lenovo, HP, Acer

Vi vic kinh doanh hng in my, Pico Plaza chun b mt lng ln hng phc v khch mua sm. Trong , ch yu vn l cc sn phm in my ca cc hnguy tn nh: Electrolux, LG, Sony, Samsung trong TV LCD ang kh hot vinhiu sn phm c gi hp l, c bit c nhiu model mi, tin tin, to s c bit .cbit l nh s thng k, m t nhiu mc gi ng vi cc mt hng khc nhau gip chongi tiu dng c th so snh gi mt cch d dng ,gp phn c s la chon ng nkhi mua hng.

Trc nhng lo ngi v tnh chn tht v cc sn phm, hng chnh hng, mi 100%...,ca khch hng , ban lnh o ,i din l ng Trnh c Tun, Ph gim c, cam kt:Ring vi Pico Plaza, chng ti cam kt nhng sn phmca cng ty l nhng snphm mi, hng chnh hng v c gi tr s dng cao. khng nh cht lng sn

phm ca cng ty.

Ngoi ra PICO cn ln sn sang nhiu mt hng in t chuyn dng , m ngi tiudng c nhu cu thng nht v cao nh: ni , cho , my say sinh t, my git..

Vi quy m ngy cng m rng, phong cch kinh doanh hin i, chuyn nghip, PicoPlaza cng nhiu siu th kinh doanh in my ang c mt cuc cnh tranh kh quyt


7/16

lit ginh th phn,trong vic a dng ha sn phm cng l mt yu t trong cuccnh tranh ny , vi vic phn thnh 6 nhm mt hng khc nhau :

+in t v m thanh: vi cc mt hng c bi bn ngay ti c s kinh doanh truynthng , siu th in my, cng nh trn trang web nh: tivi LED,tivi LCD, tivi plasma,u DVD, dn m thanh , m ly, loa..

+ in lnh : t lnh, my git, iu ha, t ng, t mt, my sy qun o.

+Gia dng : cc loi my p, ni cm in, bnh thy in, bp gas, my ht mi , l visng, my lc nc.

+ Thit b tin hc :my tnh xch tay, my tnh bn, thit b mng, ph kin PC, thitb vn phng..

+K thut s : my nh s, my quay,my ghi m, my nghe nhc.

+ Vin thng: in thoi di ng, in thoi bn ,my fax , ph kin vin thng..

Vi nhiu mt hng, cht lng c m bo, mu m phong ph gip ngi tiudng c la chn ng .

Vi t cch l hng bn l, Pico cung cp cho khch hng phng thc mua hng vi chiph mua v giao dch thp hn phng php truyn thng, c nhiu phm vi la chnhn, nhiu thng tin v chnh xc nhanh chng hn, tin li trong mua, thanh ton vnhn hng, c phc v 24x7 (24/24 gi c 7 ngy trong tun). Vi nhng thng tin qubu v thi quen tiu dng ca khch hng, Pico s dng nhng thng tin gii thiu


8/16

sn phm mi cho khch hng.

Hnh nh : trang web http://picoplaza.com.vn

* M hnh doanh thu:

Khi l hng bn l, doanh thu ca Pico ly t nhng ngi tiu dng cui (end-userconsumer). y l m hnh doanh thu theo bn hng. Khch hng chn la sn phm vogi hng ha ca mnh ri thanh ton tin cho cng ty thng qua 1 trong 3 hnh thcthanh ton : thanh ton ti nh, thanh ton trc tip ti ca hng hoc s dng phngthc chuyn khon qua ngn hng.

Ngoi vic cung cp thng tin v sn phm, web site cn cung cp cc thng tintm hiu v h thng siu th, chng trnh khuyn mi. Thng qua Knh thng tin.
http://picoplaza.com.vn/http://picoplaza.com.vn/


9/16


10/16

.

C th tm thy trn mng trc tuyn ca Pico Plaza h thng thng k, nh gi tng mt cch hon ton khch quan ca chnh ngi tiu dng bnh chn cho cc dngsn phm. Thm ch, c th d dng tm kim thng tin v nhng dng sn phm ang ckhuyn mi, gim gi trc tip, hay hng ha c mua km, c bit vo cc khung givng t 12 14h th t hng tun. Khch hng c p ng ti a nhu cu mua sm,vi s h tr ca tnh nng la chn cc mt hng theo thng hiu, theo cc thng stiu chun k thut, theo gi c, mu sc Hn th na, tnh nng so snh s gip bn cth nhn thy mi tng quan gia cc sn phm v chn la c mn hng ng nht

Dch v chm sc khch hng (Customer Care) c xem nh v kh cnh tranhti u ca doanh nghip, c bit l khi th trng bn l ngy cng rng m cng vitnh nng h tr trc tuyn nh cht Yahoo, skype, in thoi thng, in thoi IP vcng n gin... khch hng s c c s t vn trc tip t nhng chuyn gia ca tngdng sn phm cho s la chn ca chnh mnh m khng mt mt khon ph no.


11/16

Gi c v u i

Gi c lun l vn m ngi tiu dng quan tm hng u. Nm bt c tm l cakhch hng, Pico Plaza cng c bit st sao trong vic t ng cp nht gi c ca tngsn phm theo din bin ca th trng, m bo quyn li ca khch hng c th muasn phm vi cht lng v gi c hp l nht.

Hn na, cc chng trnh khuyn mi, gim gi hay qu tng ca cc nh sn xut vphn phi hng u nh: Sony, LG, Panasonic, Toshiba, SamSung, Sanyo, Hitachi,

Nokia cng u c Pico Plaza qung b rng ri, l c hi hp dn khch hnghng th quyn li ca chnh mnh.

S hi lng ca khch hng l u tin s mt, cho nn, ngay c khi mua sn phmnhng cn thy cha ng , vn c c hi i my sn phm mi cng loi trong vng05 ngy vi iu kin sn phm cha qua s dng.

Ngoi ra Pico cn t chc nhng chng trnh khuyn mikhc l nh Phin ch Tt,Ch m, Ba Tic Thit B S, X Tn Kho, thng vng khuyn mi ti H ni haynhng chng trnh cho khch hng mua hng online gi sock theo ngy v gi .chnghn :


12/16

Gi xuthin M t

Gi ShockOnline

Slng

Ngy 11/3/2009

12-12h45Tng DVD DV380 cho khch hng utin (ha n t 2 triu) 0 50

12-12h45 Cho chng dnh F26 1.000 10013-13h45 in thoi Moto W156 99.000 5014-14h45 My tnh xch tay HP CQ40-124TU 5.990.000 2015-15h45 My nh Sony S730 7.1MP 1.490.000 3016- 16h45 My nghe nhc LG PS2 MP3 99.000 30Ngy 12/3/200912-12h45 LCD Sony 20S400A 3.990.000 3013-13h45 T lnh Hn Quc VR14A1 1.990.000 30

14-14h45 My tnh xch tay DELL, model A840 6.990.000 3015-15h45 My nh SONY T2390" 1.000 10016-16h45 Cho chng dnh F26 1.000 100

Theo ngun : http://picoplaza.com.vn

Thay i logo . Ngoi nhng chin lc kinh doanh trn, Pico nhn thy cn c s imi ton din v hnh nh, trc tin l logo, thng hiu Pico tr nn chuyn nghip,
http://picoplaza.com.vn/http://picoplaza.com.vn/


13/16

thn thin v nng ng hn. Chnh v vy Cng ty c phn Pico bt ng cng b s kchhot h thng nhn din thng hiu vi logo mi vo cui thng 9 /2010.

Vi mc tiu a Pico tr thnh nh bn l hng u Vit Nam vi quan im l: quym ln hn, gi r hn, phc v chuyn nghip hn, mang li cho khch hng c hi muasm hiu qu v thun tin, Pico nh v li thng hiu cc sn phm, dch v mPico cung cp n ngi tiu dng s gn vi mt biu tng thng hiu mi ph hp,hp dn hn, gip ngi tiu dng d dng tip cn mt hng m Pico kinh doanh. ychnh l chin lc kinh doanh mi ca Pico.

Nh vy m Pco c v nh la th vng khi doanh nghip tr nh Pico vngvng vt qua nhng thch thc, kh khn do kinh t t nc chu nh hng khngnh ca cuc khng hong kinh t th gii nm 2008 v 2009. Nm 2009, doanh thu caPico tng 57% so vi nm 2008; li nhun tng 20%, ring 6 thng u nm 2010, doanhthu tng 50% so vi cng k nm 2009.

* i ng qun tr : Vai tr i ng qun tr trong qun l hot ng kinh doanh v t chc thc hin khonh v m hnh kinh doanh rt quan trng, k nng v trnh ca nh qun tr l mttrong nhng li th cnh tranh ch yu ,y l yu t cn thit i vi m hnh kinhdoanh mi, xc nh c tm quan trng ca i ng qun tr , Pico o to v cmt h thng qun tr ti gii ,t duy cao ,nh chng ta bit ti ng Phm Hoi Sn ,chtch HQT ca Pico , l ngi dn u v c nhng quyt nh ng n cho hng ica Pico.Ngi ch ca PICO i ln t vic bn bun theo knh v sau y chuyn sangbn l vi kinh nghim tch ly hng chc nm nay. H c tip xc vi cc hng int hng u v chu nh hng ca t duy v phong cch lm vic ca cc tp on hng

u nh Sony, Samsung ... Tm li, h rt chuyn nghip v bn l in my. Cng nhngi ch, PICO i theo hng: phi tm cho mnh mt chuyn ngnh no y theo uilu, c kinh nghim v kin thc hc thut v n, chnh l bn l in my. Bn cnhy Pico cng xc nh chin lc ch khng phi chin thut to nn bc t ph vbn l cho doanh nghip

Qun tr hin i l mt trong nhng yu t c ngi PICO t ho v cht lngqun tr khng thua km g vi cc hng in t hng u th gii. Nhng kinh nghim


14/16

lm vic vi cc tp on nh Sony hay Samsung thc y ban lnh o doanh nghipi ti quyt nh b ra mt mc chi ph hp l trang b h thng phn mm qun trERP v nhn li mt h thng qun tr rt hin i. Ngoi vic ghi nhn cc s liu, hthng qun tr ca PICO c cc bng h thng phn tch sn, qun tr c ti chnh,hng tn kho v tui tn kho. Hng ha c qun l n tng sn phm nh, ng ngygi tn ti C h thng qun tr hin i, PICO ging nh mt ngi gii giang v kinthc chuyn mn v ng ph nhanh hn vi nhng thay i din ra trong ni b v trnth trng.

*Mi trng cnh tranh :

D ch mi hot ng hn 2 nm, phm vi hot ng rng khp c nc nhng chyu vn ph bin trn a phn thnh ph H ni ,vi nhiu p lc t s cnh tranh cacc doanh nghip , siu th ln nh : Big C , Metro,Trn anh,HIC, Topcare ngoi ccsiu th ln cn cc ca hng in t in my phn b rng khc ni ,c bit l mcgi bn sn phm u vit , nhng phng thc khuyn mi ginh th phn, li nhunm cc doanh nghip a ra nhng bng chin lc kinh doanh ng n, s thng nhtgia ca hng v trn trang web, a ra mc gi v chng trnh khuyn mi ng thiim, PICO Plaza (PICO) c nh gi l mt trong nhng siu th in my lnnht H Ni, thu ht s quan tm ca rt nhiu ngi dn.*C hi th trng :

Tim nng th trng ca Pico l rt ln , Pico chn H ni l mi trng kinh doanhch yu ca mnh l hp l bi dn s ng vi thu nhp bnh qun tng i cao khinnhu cu cng tng , ph hp vi ngun ti chnh ca ngi tiu dng .Bn cnh tanhn thy mt iu cng ngh thng tin ngy cng pht trin rng khp v ph bin titng nh , tng ngi .

Chnh do khch hng c nhu cu cao vi nhng mt hng in t in lnh,c gi tr

ln, m nhng mt hng ny li mang v doanh thu ch yu cho Pico.Khng ch H ni l th trng mang li li nhun cho cng ty, Pico cng nh gi

cao tim nng ti cc th trng ln tiu biu nh Thnh ph H Ch Minh, mt trongnhng trung tm thng mi tp np, cha nhiu c hi v thch thc, nhn thy vyPico ang c d tnh ln sn vo th trng ny.

*li th cnh tranh:

Vi nhiu doanh nghip, cnh tranh bng gim gi l gii php cui cng m doanhnghip phi p dng. Nhng vi Pico gim gi li l th mnh cnh tranh v gim gi m

khng gim li nhun v cht lng sn phm.Nguyn nhn do u m Pico c th quytnh hng kinh doanh nh vy? chnh l nh vo qu trnh thng lng v mua bn ,nhp hng t cc hng sn xut danh ting vi s lng l hng ln,cht lng m bo100%, s gim c gi thnh u vo v ng ngha vi gi thnh u ra cnggim.chnh v vy m gi sn phm m Pico a ra thng thp hn so vi cc hng inmy khc.


15/16

Ngoi ra thng qua web site khch hng cn bit ti h sng siu th trng by ccmt hng gip khch hng c th trc tip ti tn ca hng kim tra nu c yu cung thi gp phn nng cao hnh tng Pico trong mt ngi tiu dng.

*s pht trin ca t chc:

H thng t chc ca Pico lun m bo s hi ha gn kt cht ch cc b phn cngthc hin hiu qu cc k hoch v chin lc kinh doanh , coi mi nhn vin trong tchc l mt phn sc mnh ca cng ty mnh .

Vi cch thu ht ngun nhn lc cht lng cao v sp xp thnh mt t chc honchnh bng cc chnh sch i ng hp dn hoc mnh dn thay i c cu tr thnhmi trng thu ht ngi c tm, c ti tr thnh chin thut cnh tranh ca nhiudoanh nghip VN v Pico lm nh vy.Chnh v th gip Pico c th i ph vinhng bin i bt thng ca th trng v nn kinh t, ngy cng u t nhiu hn chocc chin lc, chin thut tip th, qung co, thu ht ngi tiu dng v tng kh nngcnh tranh.

VI.NH GI .

Chnh nhng chin lc th trng, chin lc marketing , i ng qun tr gii, vphong cch lm vic chuyn nghip to nn hnh nh Pico plaza vng mnh nh hinnay, Pico c nh gi l mt trong nhng siu th hng u cung cp hng in t ,in lnh ca H Ni.

*c hi :

S ngi dng Internet tng mnh (Hin nay s ngi dng Internet Vit Nam khong15 triu ngi vi tc tng trng 15%/nm)(Theo Chungta.com)+ Mong mun s tin li trong cuc sng con ngi ngy cng bn rn tiu dng ca hrt ln.+ Mua bn online dn tr thnh xu hng.+ Nhu cu vi cc mt hng in t , cng ngh thng tin, gia dng.. cao.+ Khch hng dn thy c s tin li ca vic mua sm qua mng (Tit kim thi gian,la chn sn phm d dng).+ Lng khch hng tim nng ln.

Theo thng k ca hi tin hc thnh ph H Ch Minh nm 2005 Vit Namc khong4,5 triu ngi dng Internet v con s ny ang tng ln vi tc rt nhanh.

*Thch thc:+ S gia nhp ca cc i th vo th trng ngy cng tng.+ Thi quen tiu dng mua bn qua mng ca ngi dn cha cao.+ Cha tin tng vic mua bn qua mng nu cha tng thc hin mt giao dch no.+ Yu cu t ra phi c i ng nhn vin c trnh cao


16/16

+Lng khch hng ch yu ch tp trung nhng ngi c thu nhp cao v tng lp trithc (am hiu v tin hc) trong khi Vit Nam vn cn tn ti mt b phn khng nhl c dn sng nng thn.+C s h tng cha pht trin, tc ng truyn Internet Vit Nam( nh hnghot ng ca cng ty) rt chm (lm khch hng bc mnh )+ S chng ph ca cc Hacker.* gii php :

T nhng hn ch ,thch thc m Pico gp phi ,nhn thy rng Pico nn hon thin,nng cao hng i ng n ca mnh v c nhng gii php khc phc kh khn tthn.

Gii php :+ C ch i ng thch ng thc y nng lc lm vic ca nhn vin, thu ht

nhn ti , hay ngun lao ng c cht lng gip cng ty ngy cng vng mnh.+ Quan tm ti khu k thut , thng tin in t trnh s chng ph ca cc Hacker.+ C chin lc marketing a hnh tng cng ty ti hu h tt c mi ngi v nh :

qung co trn tivi, tip th thng qua ngi tiu dng vi nhau.V. kt lun .

Vic p dng m hnh thng mi in t trn th gii hin nay ang pht trin mnh.Tuy nhin bn cnh nhng mt tch cc m n mang li cng tn ti khng t hn ch. Vit Nam nhng nm tr li y m hnh thng mi in t cng bt u pht trinsong do nhng hn ch v tm v m nh kt cu h tng, php l... nn n vn cha thts mang li hiu qu.

V pha trang Web Pico.com ( hay picoplaza.com): Da trn nhng phn tch trn canhm th bc u trang web p dng m hnh thng mi in t kh thnh cng nht c s lng ngi truy cp cao, mang li s thun tin cho khch hng... tuy nhinbn cnh do s hn ch v thi quen tiu dng, h thng php l, c s h tng, ngunnhn lc... gy khng t tr ngi cho hot ng ca cng ty.T , nhm rt ra bi hc l m hnh kinh doanh thng mi in t mun pht trin Vit Nam th cn phi c s phi hp gia nh nc, doanh nghip, ngi tiu dng.M i u vn l nh nc trong vic khai thng th b tc v c s h tng to s thuntin, lng tin cho cc thnh phn khc tham gia.

Nh cp phn m hnh to doanh thu thng qua vic to danh mc hng bn, hinnay trn th gii cc cng ty s dng m hnh B2C thng hot ng trn c hai lnh vcl thng mi truyn thng v thng mi in t ( Big C,Wal Mart, Carrefour), nhmtn dng li th h thng phn phi, vn chuyn c sn kt hp vi nhng tin ch cabn hng trc tuyn. y cng c th coi l m hnh c th p dng cho cc doanhnghip Vit Nam hin nay, nhng doanh nghip ang bc u tip cn vi thng miin t, h c th p dng dn dn vic bn hng trn mng trn c s h thng phn

phi truyn thng sn c. Ly t ngun : gio trnh bi ging ca ging vin : V Th Hi L( khoa thngmi in t).

http://dantri.com ) http://pico.com.vn

Hoc: http://picoplaza.com.vn.
http://dantri.com/http://pico.com.vn/http://picoplaza.com.vn/http://dantri.com/http://pico.com.vn/http://picoplaza.com.vn/

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