{"id":674,"date":"2013-06-22T10:58:06","date_gmt":"2013-06-22T03:58:06","guid":{"rendered":"http:\/\/science-technology.vn\/?p=674"},"modified":"2013-06-22T10:58:06","modified_gmt":"2013-06-22T03:58:06","slug":"ap-luc-thi-truong","status":"publish","type":"post","link":"https:\/\/science-technology.vn\/?p=674","title":{"rendered":"\u00c1p l\u1ef1c th\u1ecb tr\u01b0\u1eddng"},"content":{"rendered":"

Nh\u00e0 doanh nghi\u1ec7p b\u1eaft \u0111\u1ea7u v\u1edbi \u00fd t\u01b0\u1edfng \u0111\u1ec3 gi\u1ea3i quy\u1ebft m\u1ed9t v\u1ea5n \u0111\u1ec1 ch\u00ednh hay \u0111\u00e1p \u1ee9ng nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng. \u00dd t\u01b0\u1edfng ph\u1ea3i \u0111\u01b0\u1ee3c d\u1ecbch th\u00e0nh vi\u1ec5n ki\u1ebfn hay ph\u00e1t bi\u1ec3u di\u1ec5n \u0111\u1ea1t kh\u00e1t v\u1ecdng v\u00e0 ph\u01b0\u01a1ng h\u01b0\u1edbng c\u1ee7a c\u00f4ng ti kh\u1edfi nghi\u1ec7p. Vi\u1ec5n ki\u1ebfn c\u0169ng l\u00e0 n\u1ec1n t\u1ea3ng n\u01a1i c\u00e1c nh\u00e0 doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n m\u00f4 h\u00ecnh doanh nghi\u1ec7p \u0111\u1ec3 m\u00f4 t\u1ea3 cho l\u00ed do c\u0103n b\u1ea3n v\u1ec1 c\u00e1ch c\u00f4ng ti kh\u1edfi nghi\u1ec7p l\u00e0m ra ti\u1ec1n. B\u1eb1ng vi\u1ec7c thao t\u00e1c c\u00e1c c\u1ea5u ph\u1ea7n c\u1ee7a m\u00f4 h\u00ecnh doanh nghi\u1ec7p, nh\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o ra chi\u1ebfn l\u01b0\u1ee3c d\u00e0i h\u1ea1n cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p \u0111\u1ec3 ho\u00e0n th\u00e0nh, \u0111\u1ec3 s\u1ed1ng s\u00f3t v\u00e0 t\u0103ng tr\u01b0\u1edfng n\u00f3 th\u00e0nh doanh nghi\u1ec7p trong th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u.<\/span><\/p>\n

M\u1ecdi th\u1ecb tr\u01b0\u1eddng \u0111\u1ec1u b\u1ecb ch\u1ec9 \u0111\u1ea1o b\u1edfi lu\u1eadt cung c\u1ea7u. C\u1ea7u v\u01b0\u1ee3t qu\u00e1 l\u00e0m cho gi\u00e1 t\u0103ng l\u00ean v\u00e0 cung v\u01b0\u1ee3t qu\u00e1 l\u00e0m cho ch\u00fang gi\u1ea3m xu\u1ed1ng. Chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p l\u00e0 b\u1ea3n k\u1ebf ho\u1ea1ch d\u00e0i h\u1ea1n \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 \u0111\u1ea1t t\u1edbi m\u1ee5c \u0111\u00edch \u0111\u1eb7c th\u00f9 cho c\u00f4ng ti. N\u00f3 \u0111\u01b0\u1ee3c d\u1ef1a tr\u00ean ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng, \u0111i\u1ec1u x\u00e1c \u0111\u1ecbnh ra c\u00e1c h\u00e0nh \u0111\u1ed9ng m\u00e0 c\u00f4ng ti ph\u1ea3i l\u1ea5y \u0111\u1ec3 \u0111\u1ea1t t\u1edbi m\u1ee5c \u0111\u00edch d\u00e0i h\u1ea1n. \u0110\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c, nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i hi\u1ec3u \u00e1p l\u1ef1c th\u1ecb tr\u01b0\u1eddng t\u00e1c \u0111\u1ed9ng l\u00ean cung v\u00e0 c\u1ea7u.<\/p>\n

V\u1ec1 c\u0103n b\u1ea3n, c\u00f3 n\u0103m \u00e1p l\u1ef1c t\u00e1c \u0111\u1ed9ng l\u00ean n\u0103ng l\u1ef1c c\u1ee7a c\u00f4ng ti \u0111\u1ec3 c\u1ea1nh tranh v\u00e0 nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i ph\u00e2n t\u00edch nh\u1eefng \u00e1p l\u1ef1c n\u00e0y m\u1ed9t c\u00e1ch c\u1ea9n th\u1eadn tr\u01b0\u1edbc khi \u0111i v\u00e0o th\u1ecb tr\u01b0\u1eddng. B\u1eb1ng vi\u1ec7c hi\u1ec3u nh\u1eefng l\u1ef1c n\u00e0y, nh\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o th\u1ebf cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p \u0111\u1ea1t t\u1edbi \u01b0u th\u1ebf c\u1ea1nh tranh v\u00e0 \u0111\u1ea3m b\u1ea3o cho s\u1ef1 s\u1ed1ng c\u00f2n v\u00e0 t\u0103ng tr\u01b0\u1edfng c\u1ee7a n\u00f3.<\/p>\n

1)\u00a0<\/i>\u00c1p l\u1ef1c c\u1ee7a ng\u01b0\u1eddi m\u1edbi v\u00e0o<\/span><\/em>:<\/em>\u00a0n\u1ebfu th\u1ecb tr\u01b0\u1eddng sinh l\u1eddi cao, n\u00f3 s\u1ebd h\u1ea5p d\u1eabn nhi\u1ec1u c\u00f4ng ti m\u1edbi t\u1edbi v\u00e0 l\u00e0m kinh doanh. N\u1ebfu d\u1ec5 v\u00e0o th\u1ecb tr\u01b0\u1eddng n\u00e0y, nh\u1eefng ng\u01b0\u1eddi m\u1edbi v\u00e0o s\u1ebd c\u1ea1nh tranh do \u0111\u00f3 l\u00e0m gi\u1ea3m l\u1ee3i nhu\u1eadn c\u1ee7a m\u1ecdi ng\u01b0\u1eddi trong th\u1ecb tr\u01b0\u1eddng.\u00a0Ch\u1eebng n\u00e0o nh\u1eefng ng\u01b0\u1eddi m\u1edbi n\u00e0y c\u00f2n ch\u01b0a b\u1ecb ch\u1eb7n l\u1ea1i, l\u1ee3i nhu\u1eadn s\u1ebd s\u1ee5t gi\u1ea3m cho t\u1edbi khi n\u00f3 \u0111\u1ea1t t\u1edbi kh\u00f4ng. Chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t nh\u1ea5t \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1edbi nh\u1eefng ng\u01b0\u1eddi m\u1edbi v\u00e0o l\u00e0 t\u1ea1o ra r\u00e0o ch\u1eafn \u0111\u1ec3 cho h\u1ecd kh\u00f4ng th\u1ec3 v\u00e0o v\u00e0 c\u1ea1nh tranh \u0111\u01b0\u1ee3c. Trong c\u00f4ng nghi\u1ec7p c\u00f4ng ngh\u1ec7, r\u00e0o ch\u1eafn ph\u1ed5 bi\u1ebfn nh\u1ea5t l\u00e0 b\u1eb1ng ph\u00e1t minh cho s\u1ea3n ph\u1ea9m s\u1edf h\u1eefu ri\u00eang. B\u1eb1ng vi\u1ec7c c\u00f3 c\u00f4ng ngh\u1ec7 c\u1ee7a m\u00ecnh \u0111\u01b0\u1ee3c b\u1ea3o v\u1ec7 b\u1edfi b\u1eb1ng ph\u00e1t minh, n\u00f3 ng\u0103n c\u1ea3n nh\u1eefng ng\u01b0\u1eddi m\u1edbi \u0111i v\u00e0o v\u00e0 l\u00e0m s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1. Chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c th\u01b0\u1eddng \u0111\u01b0\u1ee3c d\u00f9ng trong c\u00f4ng ngh\u1ec7 sinh h\u1ecdc hay c\u00f4ng ngh\u1ec7 na n\u00f4 l\u00e0 thi\u1ebft l\u1eadp m\u1ee9c \u0111\u1ea7u t\u01b0 cao trong t\u00e0i s\u1ea3n \u0111\u1eb7c bi\u1ec7t (ph\u00f2ng th\u00ed nghi\u1ec7m, trang thi\u1ebft b\u1ecb v.v.) \u0111i\u1ec1u d\u1eebng nh\u1eefng ng\u01b0\u1eddi kh\u00e1c kh\u1ecfi \u0111i v\u00e0o v\u00ec qu\u00e1 t\u1ed1n k\u00e9m. M\u1ed9t s\u1ed1 c\u00f4ng ti gi\u1eef cho gi\u00e1 r\u1ea5t th\u1ea5p \u0111\u1ec3 l\u00e0m cho n\u00f3 kh\u00f4ng h\u1ea5p d\u1eabn ng\u01b0\u1eddi m\u1edbi t\u1edbi.<\/p>\n

2)\u00a0\u00c1p l\u1ef1c c\u1ee7a \u0111\u1ed1i th\u1ee7<\/span>: Cho d\u00f9 h\u1ecd c\u00f3 th\u1ec3 ng\u0103n c\u1ea3n nh\u1eefng ng\u01b0\u1eddi m\u1edbi t\u1edbi kh\u1ecfi v\u00e0o th\u1ecb tr\u01b0\u1eddng nh\u01b0ng c\u1ea1nh tranh trong s\u1ed1 c\u00e1c c\u00f4ng ti hi\u1ec7n c\u00f3 c\u0169ng x\u1ea3y ra. T\u1eebng c\u00f4ng ti \u0111\u1ec1u \u0111ang c\u1ed1 g\u1eafng thu \u0111\u01b0\u1ee3c \u01b0u th\u1ebf c\u1ea1nh tranh \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi kh\u00e1c. \u0110\u1ec3 hi\u1ec3u \u00e1p l\u1ef1c c\u1ee7a \u0111\u1ecbch th\u1ee7, nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i tr\u1ea3 l\u1eddi nh\u1eefng c\u00e2u h\u1ecfi: Ai l\u00e0 ng\u01b0\u1eddi c\u1ea1nh tranh c\u1ee7a t\u00f4i? Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a h\u1ecd l\u00e0 g\u00ec? H\u1ecd c\u00f3 s\u1ee9c m\u1ea1nh g\u00ec? Nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a h\u1ecd l\u00e0 g\u00ec? T\u00f4i c\u00f3 th\u1ec3 l\u00e0m g\u00ec \u0111\u1ec3 thu \u0111\u01b0\u1ee3c \u01b0u th\u1ebf v\u1edbi h\u1ecd? B\u1eb1ng vi\u1ec7c thu th\u1eadp th\u00f4ng tin v\u00e0 bi\u1ebft c\u00e1ch gi\u1ea3i quy\u1ebft v\u1edbi nh\u1eefng ng\u01b0\u1eddi c\u1ea1nh tranh \u0111\u1ecbch th\u1ee7, nh\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00f4ng ti kh\u1edfi nghi\u1ec7p s\u1ebd s\u1ed1ng c\u00f2n.<\/p>\n

3)\u00a0\u00c1p l\u1ef1c thay th\u1ebf<\/span>:\u00a0 Trong m\u1ecdi th\u1ecb tr\u01b0\u1eddng, c\u00f3 c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 m\u00e0 c\u00f3 th\u1ec3 tho\u1ea3 m\u00e3n cho c\u00f9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. Nh\u1eefng th\u1ee9 t\u01b0\u01a1ng t\u1ef1 n\u00e0y ng\u0103n c\u1ea3n nh\u00e0 doanh nghi\u1ec7p kh\u00f4ng \u0111\u1eb7t gi\u00e1 cao h\u01a1n v\u00e0 gi\u1edbi h\u1ea1n l\u1ee3i nhu\u1eadn c\u1ee7a h\u1ecd. N\u1ebfu ai \u0111\u00f3 c\u00f3 s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 s\u1eb5n l\u00f2ng mua t\u1eeb ch\u00fang h\u01a1n l\u00e0 t\u1eeb b\u1ea1n (Ch\u1eb3ng h\u1ea1n: \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng r\u1ebb h\u01a1n, laptop r\u1ebb h\u01a1n, d\u1ecbch v\u1ee5 th\u1ea5p h\u01a1n). C\u00e1c nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i bi\u1ebft c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 n\u00e0y \u1edf \u0111\u00e2u? Ai l\u00e0m ch\u00fang? Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a h\u1ecd l\u00e0 g\u00ec? H\u1ecd c\u00f3 s\u1ee9c m\u1ea1nh g\u00ec? T\u1ea1i sao s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd l\u1ea1i r\u1ebb? T\u00f4i c\u00f3 th\u1ec3 l\u00e0m g\u00ec t\u1ed1t h\u01a1n \u0111\u1ec3 thu \u0111\u01b0\u1ee3c \u01b0u th\u1ebf so v\u1edbi h\u1ecd? B\u1eb1ng vi\u1ec7c c\u00f3 th\u00f4ng tin n\u00e0y, nh\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c gi\u1ea3i quy\u1ebft v\u1edbi h\u1ecd.<\/p>\n

4)\u00a0\u00c1p l\u1ef1c kh\u00e1ch h\u00e0ng<\/span>: Kh\u00e1ch h\u00e0ng l\u1edbn bao gi\u1edd c\u0169ng c\u00f3 s\u1ee9c m\u1ea1nh y\u00eau c\u1ea7u gi\u00e1 th\u1ea5p h\u01a1n hay \u0111i\u1ec1u kho\u1ea3n \u0111\u1eb7c bi\u1ec7t. Ch\u1eb3ng h\u1ea1n ch\u00ednh ph\u1ee7 c\u00f3 th\u1ec3 mua nhi\u1ec1u nh\u01b0ng \u0111\u00f2i h\u1ecfi gi\u00e1 th\u1ea5p h\u01a1n. C\u00e1c c\u00f4ng ti l\u1edbn c\u00f3 th\u1ec3 \u0111\u00f2i h\u1ecfi gi\u1ea3m gi\u00e1 \u0111\u1eb7c bi\u1ec7t n\u1ebfu kh\u00f4ng h\u1ecd c\u00f3 th\u1ec3 mua t\u1eeb \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n. C\u00e1ch gi\u1ea3i quy\u1ebft v\u1edbi \u00e1p l\u1ef1c kh\u00e1ch h\u00e0ng n\u00e0y n\u00ean l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 ch\u1eafc c\u00f4ng ti kh\u1edfi nghi\u1ec7p s\u1ebd v\u1eabn c\u00f2n c\u00f3 l\u1eddi v\u00e0 \u0111\u1ea1t t\u1edbi m\u1ee5c \u0111\u00edch d\u00e0i h\u1ea1n. Th\u1ef1c h\u00e0nh th\u00f4ng th\u01b0\u1eddng l\u00e0 KH\u00d4NG v\u1ed9i v\u00e0ng ti\u1ebfp c\u1eadn t\u1edbi kh\u00e1ch h\u00e0ng l\u1edbn l\u00fac b\u1eaft \u0111\u1ea7u. \u0110i\u1ec1u n\u00e0y th\u01b0\u1eddng m\u00e2u thu\u1eabn v\u1edbi chi\u1ebfn l\u01b0\u1ee3c kinh doanh m\u00e0 g\u1ee3i \u00fd c\u00f4ng ti \u0111i t\u1edbi th\u1ecb tr\u01b0\u1eddng l\u1edbn nh\u1ea5t c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c. L\u00ed thuy\u1ebft kinh doanh d\u1ef1a tr\u00ean kinh doanh hi\u1ec7n c\u00f3, KH\u00d4NG d\u00e0nh cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p. C\u00f4ng ti kh\u1edfi nghi\u1ec7p ph\u1ea3i x\u00e1c \u0111\u1ecbnh T\u1ed5ng th\u1ecb tr\u01b0\u1eddng s\u1eb5n c\u00f3 (th\u1ecb tr\u01b0\u1eddng l\u1edbn nh\u1ea5t hay c\u00e1c kh\u00e1ch h\u00e0ng l\u1edbn nh\u1ea5t). Th\u1ecb tr\u01b0\u1eddng s\u1eb5n c\u00f3 \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 (\u0111i\u1ec1u h\u1ecd c\u00f3 th\u1ec3 \u0111\u1ea1t t\u1edbi \u0111\u01b0\u1ee3c) v\u00e0 th\u1ecb tr\u01b0\u1eddng nh\u1eafm t\u1edbi (\u0110i\u1ec1u h\u1ecd c\u00f3 th\u1ec3 l\u00e0m kinh doanh c\u00f9ng B\u00c2Y GI\u1edc). B\u1eb1ng vi\u1ec7c kh\u1edfi \u0111\u1ea7u nh\u1ecf v\u1edbi nhi\u1ec1u kh\u00e1ch h\u00e0ng, c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u00f3 th\u1ec3 c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m, \u0111\u1ea3m b\u1ea3o ch\u1eafc r\u1eb1ng h\u1ecd c\u00f3 \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn \u0111\u1ec3 s\u1ed1ng s\u00f3t r\u1ed3i d\u1ea7n d\u1ea7n chuy\u1ec3n sang th\u1ecb tr\u01b0\u1eddng ti\u1ebfp \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u00f3 th\u1ec3 t\u0103ng tr\u01b0\u1edfng tr\u01b0\u1edbc khi ti\u1ebfp c\u1eadn t\u1edbi th\u1ecb tr\u01b0\u1eddng l\u1edbn h\u01a1n v\u1edbi s\u1ed1 b\u00e1n l\u1edbn nh\u01b0ng l\u1ee3i nhu\u1eadn th\u1ea5p.<\/p>\n

5)\u00a0\u00c1p l\u1ef1c nh\u00e0 cung c\u1ea5p<\/span>: N\u1ebfu c\u00f4ng ti kh\u1edfi nghi\u1ec7p tu\u1ef3 thu\u1ed9c v\u00e0o nh\u00e0 cung c\u1ea5p \u0111\u1eb7c bi\u1ec7t, h\u1ecd c\u00f3 th\u1ec3 c\u1ed1 \u0111\u1ecbnh gi\u00e1 c\u1ee7a h\u1ecd theo c\u00e1ch gi\u1ea3m l\u1ee3i nhu\u1eadn c\u1ee7a c\u00f4ng ti kh\u1edfi nghi\u1ec7p. (Ch\u1eb3ng h\u1ea1n, n\u1ebfu b\u1ea1n b\u00e1n laptop d\u00f9ng chip c\u1ee7a Intel, Intel c\u00f3 th\u1ec3 \u0111\u1eb7t gi\u00e1 m\u00e0 b\u1ea1n kh\u00f4ng th\u1ec3 m\u1eb7c c\u1ea3 \u0111\u01b0\u1ee3c v\u1edbi h\u1ecd.) Do \u0111\u00f3 nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i c\u00f3 k\u1ebf ho\u1ea1ch \u0111\u1ec3 gi\u1ea3m s\u1ef1 ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ed9t nh\u00e0 cung c\u1ea5p b\u1eb1ng vi\u1ec7c d\u00f9ng nhi\u1ec1u nh\u00e0 cung c\u1ea5p \u0111\u1ec3 gi\u1ea3m v\u00e0 kh\u1eed b\u1ecf r\u1ee7i ro n\u00e0y.<\/p>\n

Nh\u00e0 doanh nghi\u1ec7p ph\u1ea3i hi\u1ec3u c\u00e1c \u00e1p l\u1ef1c n\u00e0y \u0111i\u1ec1u \u1ea3nh h\u01b0\u1edfng t\u1edbi th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c gi\u1ea3i quy\u1ebft v\u1edbi ch\u00fang m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. \u0110i\u1ec1u m\u1ea5u ch\u1ed1t cho nh\u00e0 doanh nghi\u1ec7p l\u00e0 ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng, c\u00f4ng nghi\u1ec7p, v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ec3 hi\u1ec3u l\u1ee3i th\u1ebf c\u0169ng nh\u01b0 b\u1ea5t l\u1ee3i th\u1ebf c\u1ee7a h\u1ecd. Trong th\u1eddi \u0111\u1ea1i c\u00f4ng nghi\u1ec7p, l\u00ed thuy\u1ebft kinh doanh g\u1ee3i \u00fd r\u1eb1ng c\u00f4ng ti h\u1ea1 th\u1ea5p gi\u00e1 \u0111\u1ec3 th\u00e2u t\u00f3m th\u1ecb tr\u01b0\u1eddng tr\u01b0\u1edbc h\u1ebft b\u1eb1ng vi\u1ec7c kh\u1eed b\u1ecf nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh r\u1ed3i n\u00e2ng gi\u00e1 l\u00ean v\u1ec1 sau. L\u00ed thuy\u1ebft n\u00e0y thi\u00ean v\u1ec1 c\u00e1c c\u00f4ng ti l\u1edbn (k\u1ebb l\u1edbn s\u1ebd \u0111\u00e1nh b\u1ea1i k\u1ebb nh\u1ecf) v\u00ec c\u00e1c c\u00f4ng ti l\u00e2m v\u00e0o cu\u1ed9c chi\u1ebfn gi\u00e1 c\u1ea3, ch\u1ec9 nh\u1eefng k\u1ebb c\u1ea1nh tranh c\u00f3 s\u1ee9c m\u1ea1nh t\u00e0i ch\u00ednh cao m\u1edbi th\u1eafng. B\u1eb1ng vi\u1ec7c l\u00e0m ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng, nh\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n s\u1ee9c m\u1ea1nh t\u00e0i ch\u00ednh c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ee7 s\u1edbm \u0111\u1ec3 tr\u00e1nh cu\u1ed9c chi\u1ebfn gi\u00e1 c\u1ea3.<\/p>\n

Tuy nhi\u00ean, trong th\u1eddi \u0111\u1ea1i th\u00f4ng tin, t\u1ed1c \u0111\u1ed9 l\u00e0 \u01b0u th\u1ebf nghi\u00eang v\u1ec1 c\u00e1c c\u00f4ng ti nh\u1ecf m\u00e0 \u0111i nhanh (k\u1ebb nhanh s\u1ebd \u0111\u00e1nh b\u1ea1i k\u1ebb ch\u1eadm) v\u00e0 c\u00e1c c\u00f4ng ti c\u00f3 c\u00f4ng ngh\u1ec7 m\u1edbi nh\u1ea5t th\u01b0\u1eddng th\u1eafng. Ch\u1eb3ng h\u1ea1n, Apple \u0111\u00e3 ph\u00e1 hu\u1ef7 t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ti \u00e2m nh\u1ea1c l\u1edbn, c\u00e1c c\u00f4ng ti thi\u1ebft b\u1ecb MP3, v\u00e0 c\u00e1c c\u00f4ng ti thi\u1ebft b\u1ecb ghi \u00e2m b\u1eb1ng vi\u1ec7c c\u00f3 thi\u1ebft b\u1ecb MP3 t\u1ed1t nh\u1ea5t v\u1edbi c\u00f4ng ngh\u1ec7 h\u1ea1 t\u1ea3i: iPod v\u00e0 iTunes.<\/p>\n

N\u00f3i chung, tri th\u1ee9c v\u1ec1 ph\u00e2n t\u00edch c\u1ea1nh tranh c\u1ee7a n\u0103m \u00e1p l\u1ef1c n\u00e0y s\u1ebd gi\u00fap cho nh\u00e0 doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c khai th\u00e1c m\u1ecdi \u0111i\u1ec3m y\u1ebfu c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, hay \u0111i v\u00e0o th\u1ecb tr\u01b0\u1eddng b\u1ecb h\u1ecd b\u1ecf qua; b\u1eb1ng vi\u1ec7c d\u1ef1 \u0111o\u00e1n \u0111\u00e1p \u1ee9ng c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u1edbi h\u00e0nh \u0111\u1ed9ng chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a b\u1ea1n v\u00e0 nh\u1eadn di\u1ec7n c\u00e1ch ti\u1ebfp c\u1eadn t\u1ed1t nh\u1ea5t v\u00e0 \u0111\u1eb7t th\u1eddi gian cho vi\u1ec7c tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed1i ph\u00f3 c\u1ee7a b\u1ea1n. M\u1ecdi nh\u00e0 doanh nghi\u1ec7p \u0111\u1ec1u ph\u1ea3i c\u00f3 c\u00e2u tr\u1ea3 l\u1eddi cho nh\u1eefng c\u00e2u h\u1ecfi sau tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p: Ai l\u00e0 kh\u00e1ch h\u00e0ng? Nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec v\u00e0 c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ee7a ch\u00fang ta c\u00f3 gi\u1ea3i ph\u00e1p kh\u00f4ng? Nhu c\u1ea7u c\u00f3 t\u0103ng tr\u01b0\u1edfng kh\u00f4ng? Nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh m\u1edbi c\u00f3 t\u1edbi kh\u00f4ng? Nh\u1eefng ng\u01b0\u1eddi c\u1ea1nh tranh m\u1edbi n\u00e0y l\u00e0 ai?<\/em>\u00a0C\u00f3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u00e1n ti\u1ebfp ng\u01b0\u1eddi c\u0169ng c\u00f3 kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng cho c\u00f9ng nhu c\u1ea7u n\u00e0y kh\u00f4ng? C\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ee7a b\u1ea1n c\u00f3 t\u0103ng \u0111\u01b0\u1ee3c qui m\u00f4 s\u1ea3n xu\u1ea5t \u0111\u1ec3 c\u1ea1nh tranh v\u1edbi h\u1ecd kh\u00f4ng? C\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u00f3 m\u1ea1ng l\u01b0\u1edbi ph\u00e2n ph\u1ed1i t\u1ed1t \u0111\u1ec3 \u0111\u1ea1t t\u1edbi h\u1ecd kh\u00f4ng? C\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u00f3 t\u00ean hi\u1ec7u c\u00f3 ti\u1ebfng ch\u01b0a? \u0110i\u1ec3m m\u1ea1nh v\u00e0 \u0111i\u1ec3m y\u1ebfu c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a ch\u00fang ta l\u00e0 g\u00ec?<\/p>\n

B\u1eb1ng vi\u1ec7c c\u00f3 m\u1ecdi d\u1eef li\u1ec7u \u0111\u1ec3 tr\u1ea3 l\u1eddi nh\u1eefng c\u00e2u h\u1ecfi n\u00e0y, nh\u00e0 doanh nghi\u1ec7p s\u1ebd thu \u0111\u01b0\u1ee3c c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u00e0o th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 ki\u1ec3m nghi\u1ec7m l\u1ea1i m\u00f4 h\u00ecnh doanh nghi\u1ec7p c\u1ee7a m\u00ecnh v\u00e0 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t h\u01a1n \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u00f3 th\u1ec3 s\u1ed1ng s\u00f3t v\u00e0 t\u0103ng tr\u01b0\u1edfng l\u1edbn h\u01a1n. B\u1eb1ng vi\u1ec7c nh\u1eadn di\u1ec7n c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong th\u1ecb tr\u01b0\u1eddng nh\u1eafm t\u1edbi, nh\u00e0 doanh nghi\u1ec7p s\u1ebd thu \u0111\u01b0\u1ee3c hi\u1ec3u bi\u1ebft v\u1ec1 th\u1ecb tr\u01b0\u1eddng m\u00e0 s\u1ebd gi\u00fap h\u1ecd c\u1ea1nh tranh th\u00e0nh c\u00f4ng. C\u00f3 th\u1ec3 quy\u1ebft \u0111\u1ecbnh KH\u00d4NG v\u00e0o th\u1ecb tr\u01b0\u1eddng, n\u1ebfu c\u1ea1nh tranh l\u00e0 gay g\u1eaft. Kh\u00f4ng c\u00f3 ph\u00e2n t\u00edch nh\u01b0 v\u1eady c\u00f9ng chi\u1ebfn l\u01b0\u1ee3c, nh\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 b\u1ecb ng\u1ea1c nhi\u00ean khi v\u00e0o th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u1ea5y b\u1ea3n th\u00e2n h\u1ecd b\u1ecb l\u00e2m r\u1eafc r\u1ed1i m\u00e0 h\u1ecd kh\u00f4ng th\u1ec3 ra \u0111\u01b0\u1ee3c.<\/p>\n

 <\/p>\n

—-English version—-<\/p>\n

 <\/p>\n

The market forrces<\/p>\n

Entrepreneurs begin with an idea to solve a major problem or to meet a market needs. An idea must be translated into a vision or\u00a0a statement that expresses the aspirations and direction of a startup. The vision is also the foundation where entrepreneurs develop a business model to describe the rationale of how startup is making money. By manipulate the components of the business model, entrepreneurs can create a long term strategy for the startup to compete, to survive and grow it into an enterprise in the global market.<\/p>\n

Every market is dictated by the law of supply and demand. Excess demand causes prices to rise and excess supply cause them to fall. A business strategy is a long term\u00a0plan designed to achieve particular goals for the company. It is based on a market analysis that defines the actions company must take to achieve long-term goals. To build a strategy, entrepreneur must understand the market forces that impact the supply and demand.<\/p>\n

Basically, there are five forces that impact a company\u2019s ability to compete and entrepreneur must analyze these forces carefully before entering the market. By understand these forces, entrepreneur can position startup to achieve competitive advantage and ensure its survival and growth.<\/p>\n

1)\u00a0<\/i>The New Entrants force:<\/em>\u00a0If the market is highly profitable, it will attract more new companies to come and do business. If it is easy to enter the market, these new entrants will compete thus reduce the profits of everyone in the market.\u00a0Unless these new entrances can be blocked, profit will decrease until it reaches zero. The best strategy to deal with new entrants is to create barriers so they cannot enter and compete. In technology industry, the most popular barrier is\u00a0patent for proprietary products. By having their technology protected by a patent, it prevents new entrants from enter and do similar product. Another strategy often used in Biotechnology or Nanotechnology is to set up high levels of investment in specific assets (Laboratories, equipments etc.) that stop others from entering since it is too expensive. Some companies keep prices very low to make it unattractive to new entrants.<\/p>\n

2)\u00a0The Rivalry Force<\/span>: Even they can prevent new entrants from entering the market but competition among existing companies also happens. Each company is trying to gain a competitive advantage over the others. To understand rivalry forces, entrepreneur must answer the questions: Who are my competitors? What are their strategies? What strengths do they have? What are their weaknesses? What can I do better to gain advantage over them? By collect information and know how to deal with rivalry competitors, entrepreneurs can assure that the startup will survive.<\/p>\n

3)\u00a0The Substitute Force<\/span>:\u00a0 In every market, there are similar products that can satisfy the same need of customers. These similar things prevent entrepreneurs from set price higher and limit their profit. If someone has similar product at lower price, customers may be willing to buy from them than from you (For example: Cheaper mobile phones, cheaper laptops, low priced services). Entrepreneurs must know where are these similar products? Who made them? What are their strategies? What strengths do they have? Why their products are cheaper? What can I do better to gain advantage over them? By having this information, entrepreneur can adjust the strategy to deal with them.<\/p>\n

4)\u00a0The Customer Force<\/span>: A big customer always has power to demand lower prices or special terms. For example government may buy more but demand lower prices. Large companies can ask for special discounts else they may buy from your competitors. How to deal with this customer force should be part of the strategy to make sure startup will still be profitable and achieve the long term goals. The common practice is NOT hurry to approach big customers in the beginning. This is often contradicting with business strategy that suggests company go to the largest market possible. Business theory is based on existing business, NOT startup. Startup should determine the Total available market (the largest market or largest customers). The Served available market (what they can reach) and the Target market (What they can do business with NOW). By starting small with a lot of customers, startup can improve the products, make sure that they get the profit to survive then gradually move to the next market to ensure the startup could grow before approach the large market with large sales but low profit.<\/p>\n

5)\u00a0The Supplier Force<\/span>: If startup is depending on special suppliers, they can fix their prices in a way that reduce startup\u2019s profit. (For example, if you sell laptop using Intel chips, Intel can set the price that you cannot bargain with them.) Therefore entrepreneurs must have a plan to reduce the dependency on a single supplier by use several suppliers to reduce or eliminate this risk.<\/p>\n

Entrepreneurs must understand these forces that influence the market in order to develop a strategy that deal with them effectively. It is critical for entrepreneurs to analyze the market, the industry, and the competitors to understand their advantages as well as disadvantages. In the industrial age, business theory suggests that company to lower price to capture the market first by eliminate competitors than raise price later. This theory favors large companies (the big will beat the small) as companies getting into price wars, only competitors who have high financial strength will win. By doing market analysis, entrepreneurs can identify the financial strength of competitors early enough to avoid a price war.<\/p>\n

However, in the information age, speed is an advantage that favors small companies that move fast (the fast will beat the slow) and companies that have the latest technology often win. For example, Apple destroyed all the big music companies, MP3 device companies, and recording device companies by having the best MP3 device with download technology: The iPod and iTunes.<\/p>\n

In general, knowledge of the five forces competition analysis will help entrepreneurs to develop strategies that exploit any weaknesses of the competitors, or enter a market ignored by them; by anticipate competitor responses to your strategic actions and identify the best approach and timing to deploy your counter strategy. Every entrepreneur must have answers to the following questions before building a business strategy: Who are the customers? What are the customers\u2019 needs and does our startup have the solution? Is the demand growing? Are new competitors coming in? Who are these new\u00a0competitors?<\/em>\u00a0Are there indirect competitors who also are able to fulfill the same need? Can our startup scale up production to compete with them? Does startup have good distribution network to reach them? Does startup established brand-name yet? What are the strengths and weaknesses of our competitors?<\/p>\n

By getting all data to answer these questions, entrepreneurs will gain in-depth insights into the market to validate your business model and build a better strategy to ensure that startup can survive and grow bigger. By identifying competitors in the target market, entrepreneurs will gain an understanding of the market that will help them to compete successfully. It is possible to decide NOT to enter the market, if it is intensely competitive. Without such analysis and a strategy, entrepreneur might be surprises when enter the market and find themselves in trouble that they cannot get out.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nh\u00e0 doanh nghi\u1ec7p b\u1eaft \u0111\u1ea7u v\u1edbi \u00fd t\u01b0\u1edfng \u0111\u1ec3 gi\u1ea3i quy\u1ebft m\u1ed9t v\u1ea5n \u0111\u1ec1 ch\u00ednh hay \u0111\u00e1p \u1ee9ng nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng. \u00dd t\u01b0\u1edfng ph\u1ea3i … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-674","post","type-post","status-publish","format-standard","hentry","category-nha-doanh-nghiep"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/674","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=674"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/674\/revisions"}],"predecessor-version":[{"id":675,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/674\/revisions\/675"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}