Suy nghĩ về marketing toàn cầu

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SUY NGHI VE

MARKETING TOAN CAU

PGS.TS Luu Van Nghiem

Dai hoc Kinh fe Qudc ddn

Trong qua thnh qude te hoa, toan eau hoa cae nen kinh te, eac doanh nghie/D difng

trudc ca hoi va thach thifc ldn. Dii mudn hay khdng, cae doanh nghiep eung phai vuon

ra thi trudng ngoai nudc de ton tai va phat trien. Marketing toan eau la mot hien thue

dat ra ddi vdi cae doanh nghiep. Dayja van de rat mdi me khdng rieng d Viet Nam ma

ca ddi vdi cac nudc tren the gidi. De thuc hien marketing toan eau, cd qua nhieu van

de phai giai quyet tif nhirng van de ly luan, hoc thuat tdi nhCrng van de thuc tidn bifc

xiic trong thap ky qua nhu thj trudng va thj trudng mue tieu toan eau, sif khac biet van

hoa giura eae qudc gia va su thu hep cae khoang cieh dd, toan eau hoa thj hieu ciia

ngudi tieu diing, nhan hieu toan eaii va da dang hoa phii hgp vdi eae viing mien... deu

la nhurng van de Idn ciia marketing.

Toan eau hda thj

trudng ed nhieu

nguyen nhan.

ThU nha't, eac thj trudng

truyen thdng va ldn ciia the

gidi (Bac My, Tay Au, va Nhat

Bin) da ed da'u hieu phat trien

eham lai, bdi ty le dan sd va sd

lupng cac hp gia dinh da giim

xudng tU 2- 3% moi nam. Cac

edng ty hoat ddng d thi trudng

nay da nhin ra nhu cau phii

tim den nhii'ng thj trUdng mdi

de dap Ung xu hudng phat

trien. Tap doan khdng Id Proc￾ter & Gamble da cd 4 ty ddla

doanh thu tU hdn 130 thj

trudng ngoai nude My va coi

cac thj trudng nay la ngudn lUc

chi'nh cho sU phat trien ciia

minh trong tUdng lai. Nhieu

nude d Chau A ed mifc tang

trudng kinh te hang nam cao

hdn nhieu so vdi d My. Kinh te

Trung Qudc cd mifc tang

trudng kinh te la 9% lien tuc

trong mudi nam jien ke tU nam

1984, kinh td An Op va Viet

Nam cung tang cao lien tue

trong nhieu nam. Nhufng

doanh nghiep d nhifng thj

trudng mdi ndi nay da gat hai

thanh cdng Idn d day cung

dang cd chidn lUdc vUdn ra thi

trudng the gidi.

ThU hai, trong khi cac thj

28

trudng truyen thdng d Bac My,

Tay Au, va Nhat Bin dang trd

nen rat canh tranh ve gia ca

dd'i vdi nhu'ng nhan hieu ldn va

ngudi tieu dung d eac thj

trudng nay dang d at chuyen

sang diing cac nhan hieu gia

re hdn. Mat khac, ngUdi tieu

dimg d cac nude chau A dang

cd xu hudng diing cac sin

pham ed ten tudi, the hien mi/c.

sd'ng dang dupe ci i thien ciia

ngudi dan d cac thj trudng nay.

Do dd, cac cdng ty Tay Au

nhan ra viec lam an ciia ho d

cac thj trudng mdi nay ra't dd

dang va cho Ipi nhuan cao.

Thif ba, sU giim dan eae rao

cin ve mat chi'nh tri, kinh te va

tap quan van hda trong nhCfng

nam qua da giiip cho eae cdng

ty hoat dpng de dang tren quy

md toan ciu, thay vi ehi d

pham vi npi dja hoac mpt sd

nude nhu trude kia. Nhu su

hda nhap ngay cang rd net

ciia kinh te Tay Au va viec thj

trudng Oong Au md eifa dd'i

vdi Tay Au, cac cdng ty gid

day da cd the sin xua't hang

hda d mpt nude va phan phdi

di tat c i cac nude, thay vi phii

sin xua't d tUng nUdc nhu

trudc kia. TU dd hinh thanh

phUdng thi/c sin xua't tap

trung quy md Idn. Xu hudng

nay da dan den nhu eau can

phii ed cac nhan hieu mang

tfnh toan eau de tan dung cac

ldi the eiia md hinh thj trudng

toan eau. Hdn nUa, rat nhieu

hang ban le da tU minh trd

thanh cac hang da qude gia,

neri eae hang sin xuat can

phii dap Cmg yeu cau mdi ciia

cac hang ban le nay.

Thir tu, su phat trien ciia

truyen thdng toan cau din den

sU ddng nha't ve thj hieu ngudi

tieu diing tren toan eau, cae

chien djeh quing eao toan eau

cd the dUdc dang ti i d nhieu

nudc ciing mpt liic. Tat nhien

hien tUdng nay ehUa phii la da

hoan thien ma dang trong giai

doan het sUe non ndt, hon niira

mdi cd mdt sd phan doan thj

trudng bieu hien nhieu khi

nang hda nhap vdi xu hUdng

toan cau hdn so vdi nhu'ng

nhdm ngUdi tieu diing khac.

Tuy nhien, vdi su phat trien

cua truyen thdng ve iinh va

truyen hinh cap phii sdng toan

cau thi cac nhan hieu qudc te

ngay cang cd dieu kien cimg

cd the manh ciia minh thdng

qua eac chien dich quing cao

toan cau.

Tinh hinh ddng nha't thj hieu

todn eau se tao dieu kien eho

eae edng ty quing b i ciing