Quan điểm vận dụng khai thách thị trường ngách ở Việt Nam

NGHIEN CL/U TRAO DO! ( So 9(62)-2008 )

J? Qmm D3Em vnn saHQ HYIRI TI^SC

THI TRUCfNG NGACH 6 VIET NAM

.*' TS. Nguyen Huru Hieu

Thi trudng ngdch hay ngach thi trudng Id thugt ngu dugc dich td tieng Anh - Niche Market.

Ddy la khdi niem Men cdn khd mdi me d Viet Nam, mac du tren thuc tengudi Viet Nam vdn rdt

quen vd co nhieu khd ndng khai thdc logi thi trudng ndy.

Thi trudng ngdch dugc hieu la nhung khodng trdng hay "khe nho" tren thi trudng, add xud't

hien nhu cdu ve mpt logi hdng hod, dich vu ndo do. Nhu cdu ndy dugc mpt sd nhd kinh doanh ca

nho vd trung binh phdt hien vd ddu tude khai thdc, trong khi do cdc nhd kinh doanh ldn khong

mudn ddu tudo khong co lgi the hodc nguon lgi nhudn thu dugc khong ldn.

Dac diem cua thi

trudng ngach?

Cd the hidu thi trudng

ngach qua cac dac diem chu

yeusau:

Ve khong gian: Thi trudng

ngach dd cap den nhimg khe

hep, nhtmg khoang trdng nhd,

nhiimg khiic tuyen cua thi

trudng, noi ma cau vd mdt loai

hang boa, dich vu khdng du

ldn dd khuyen khich cac

doanh nghiep ldn dau tu cung

ting, nhung Iai phu hgp vdi

quy md va lgi the ciia cac

doanh nghiep nhd va vira.

Ve thdi gian: Thi trudng

ngach phan anh nhu cau ciia

khach hang mdi xua't hien,

hoac da cd ttr lau nhumg chua

dugc dap iing.

Ve khd ndng phdt trien:

Liic dau ngach thi trudng cdn

rat nhd do lugng cau tidm an,

lugng cung ft. Sau dd cau ve

loai hang boa dd tang ien,

ngach thi trudng md rdng vdi

sy tham gia ciia nhieu nha

canh tranh, thi trudng ngach

dan phat trien thanh thi trudng

canh tranh hoan hao.

Quan diem van dung va

khai thac thi trudng ngach d

Viet Nam

Thur nha't, can nhan thiic

mdt each sau sac rang thi

trudng ngach ludn tdn tai va

phat trien trong xu the toan cau

boa hien nay.

Khi xay dyng mdt phuong

an kinh doanh, doanh nghiep

ludn phai tra ldi cac cau hdi

san xuat cai gi? san xua't cho

ai? san xua't nhu the nao? va

san xuat bao nhieu? Ldi giai

cua cac cau hdi nay gan chat

vdi nhu cau va siic mua cua

ngudi tieu dimg. Nhimg nhu

cau ldn, phd bien va cd siic

mua cao thudng dugc cac cdng

ty ldn dap iimg tren nhting thi

trudng canh tranh nhu: thi

trudng d td, thi trudng hang

dien tir, thi trudng dien anh,...

Tuy vay, nhtmg nganh cdng

nghiep ldn nay cQng rat can

de'n nhting dich vu didn

khuyet, bd sung nhu sita chiia,

ban hang, gia cdng cac thiet bi,

van tai... Cac dich vu didn

khuyet, bd sung khdng thfch

hgp vdi cac cdng ty ldn do

ngudn lgi nhuan nhd. Cac doanh

nghiep nhd va vilra cd the khai

thac mang thi trudng nay.

Lap luan tren cho thay thi

trudng la vd cimg rdng ldn, ludn

chiia nhu'ng khoang trdng,

nhiing khe nhd, nhiing dia lgi...

Dieu quan trgng khdng phai la

khdng cd chd dimg tren thi

trudng, ma la phai bie't tim ra

cac CO hdi kinh doanh phii hgp.

Mdi qud'c gia, mdi doanh

nghiep can xac dinh diing vi trf

cua minh trong mdt the'gidi toan

cau hoa. Can phai dat ra nhihig

cau hdi nhu: Minh la ai? Minh

mudn cd nhiing gia tri gi? Minh

cd nhung ngudn lire nao? Minh

se kinh doanh d ITnh vyc nao?

Nhu cau cua thi trudng trong

ITnh vyc nay la gi? Kha nang sire

mua den dau? Minh nen tao ra

gia tri nao de phyc vu mdt khiic

tuyen trong thi trudng nay? Tat

ca nhirng cau hdi nay dugc tra

ldi sau khi quan sat va phan tich

thi trudng. Neu nhu sy phan

doan la diing va doanh nghiep

nd lyc san xuat ra nhiing gia tri

thfch hgp dugc thi trudng chap

nhan thi se thu dugc thanh cdng.

JB2> Tap chf nghien ciifu Tdi chfnh ke todn