LI M U Ngnh kinh doanh du lch ni chung v ngnh kinh doanh khch sn ni ring ang l nhng ngnh kinh t hp dn v ngy

cng c t trng cao trong thu nhp quc dn ca nhiu quc gia. i vi nc ta vic pht trin kinh doanh du lch l ph hp vi xu hng chuyn dch c cu kinh t theo hng chuyn mnh sang cc ngnh dch v m trong kinh doanh khch sn l mt ngnh c v tr ht sc quan trng. Theo Tng cc thng k Vit nam, kinh doanh khch sn Vit Nam hin nay mang li trung bnh gn 70% tng doanh thu ngnh du lch hng nm trong nhng nm gn y (T nm 2000 ti nm 2006)1. Song song vi s gia tng v lt khch quc t v khch ni a l s bng n trong hot ng xy dng v kinh doanh khch sn. Cc khch sn c vn u t nc ngoi cng cc khch sn khng c vn u t nc ngoi ang to ra mt s cnh tranh gay gt v gi c v cht lng. Mt thc t l cc doanh nghip kinh doanh khch sn ti Vit Nam nhn thc v cc c hi kinh doanh, cc nguy c cng nh cc phn tch v th mnh, im yu ca mnh, nht l v hot ng marketing, mt trong nhng yu t sng cn ca doanh nghip, cn n gin, phin din. Trong iu kin t do thng mi v hi nhp vi khu vc v th gii nh hin nay, m tiu biu l s gia nhp ca Vit Nam vo T chc thng mi th gii (WTO) vo u nm 2007, nhng thch thc t ra cho cc doanh nghip Vit nam cng ln hn bao gi ht. Vic nghin cu lm r nhng vn v l lun v thc tin v hot ng marketing ti cc khch sn c vn u t nc ngoi t tm ra cc gii php thch hp, vn dng sng to vo iu kin Vit Nam s gip cho cc doanh nghip khch sn ca nc ta nng cao c nng lc cnh tranh ca mnh, t c kt qu kinh doanh cao hn.
1

Tng cc Thng k Vit Nam, Kt qu kinh doanh ca ngnh du lch, s liu cp nht thng 8/2008

http://www.gso.gov.vn/default.aspx?tabid=230&ItemID=7619

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Vi nhng l do trn v vi hy vng c gp phn thc y kinh doanh khch sn nc ta pht trin tt hn trong thi gian ti, em chn ti: Hot ng marketing ca cc khch sn c vn u t nc ngoi ti Vit nam v Bi hc kinh nghim cho cc khch sn Vit Nam lm ti cho kha lun tt nghip ca mnh. Mc ch nghin cu l nh gi hot ng marketing ca cc khch sn c vn u t nc ngoi, t rt ra cc bi hc kinh nghim v xut vn dng vo hot ng marketing ca cc khch sn Vit Nam. i tng v phm vi nghin cu l nhng vn l lun v hot ng marketing ca cc doanh nghip khch sn; vn thc tin hot ng marketing ca cc khch sn c vn u t nc ngoi ti Vit nam m ch yu l H Ni, thnh ph H Ch Minh v mt s thnh ph c ngnh du lch pht trin, thi k t nm 1986 ti nay; hot ng marketing ca cc khch sn hon ton khng c vn u t nc ngoi, c th l Khch sn Nh nc, Khch sn t nhn hay mt s hnh thc khc, m trong bi kha lun gi tt l Khch sn Vit Nam. Phng php nghin cu ca kha lun tt nghip ch yu l cc phng php thng k, phng php nghin cu l lun kt hp quan st tm hiu v kho st thc t, phng php thu thp v x l thng tin, phng php phn tch v phng php tng hp. Vi mc ch, i tng, phm vi v phng php nghin cu trn, ngoi li m u v kt lun, kha lun c kt cu lm 3 chng: CHNG 1: L lun chung v hot ng marketing trong lnh vc kinh doanh khch sn CHNG 2: Thc trng hot ng Marketing ca mt s khch sn c vn u t nc ngoi ti Vit nam CHNG 3: Bi hc kinh nghim cho cc khch sn Vit Nam

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CHNG 1. L LUN CHUNG V HOT NG MARKETING TRONG LNH VC KINH DOANH KHCH SN

I.

Tng quan v lnh vc kinh doanh khch sn 1. Khi nim

1.1 Khch sn
Bch khoa ton th ca Anh Quc nh ngha: Khch sn l c s kinh doanh cung cp dch v kinh doanh lu tr, n ung v mt s cc dch v khc cho khch du lch v mc ch thng mi. 2 Bch khoa ton th m (Wikipedia) nh ngha: Khch sn l c s kinh doanh lu tr trong thi gian ngn hn. Theo trang web ny, cc khch sn, ngoi dch v lu tr, cng cung cp cc dch v khc cho khch hng nh b bi, nh hng, dch v trng tr, dch v hi tho, phng hp, v.v3 Cng trn Wikipedia, s a dng ca khi nim khch sn c khng nh. Php, ngi ta dng t hotel ch nhng khch sn c li i vo cc phng ng nm bn trong snh v motel ch cc khch sn c li i vo nm bn ngoi, gy cm gic thiu an ton v thiu sang trng, thng c quy m nh hn. Hay c, khi nim khch sn li c s khc bit l khch sn cng c th ch kinh doanh cc loi thc ung c cn v n m khng nht thit phi cung cp dch v lu tr 4. n , ngi ta khng phn bit hai khi nim: khch sn (hotel) v nh hng (restaurant) bi tt c mi nh hng u nm bn trong nhng khch sn cht lng tt.5

nh ngha ca Bch khoa ton th Anh Quc (British Concise Encyclopedia) cho t kha Hotel trn Kt qu trn Bch khoa ton th m (Wikipedia) phin bn ting Phpcho t kha Htel (Thng tin cc nc khc nh Anh, M hay Php, loi hnh kinh doanh ny c gi l pub hay bar. Kt qu trn Bch khoa ton th m (Wikipedia) phin bn ting Phpcho t kha Htel (Thng tin

trang web : http://www.answers.com/topic/hotel, ngy 5/5/2009

3

c kim chng verified) http://fr.wikipedia.org/wiki/Htel

4 5

c kim chng verified) http://fr.wikipedia.org/wiki/Htel

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Mt cch chung nht, ta c th a ra khi nim khch sn nh sau: Khch sn l c s kinh doanh lu tr v mt s dch v khc nhm mc ch sinh li cho khch hng gh li qua m hay thc hin mt k ngh (c th ko di ti vi thng, tr trng hp cho lu tr thng xuyn). C s c th cung cp cc dch v n ung, vui chi, gii tr hay cc dch v cn thit khc. Theo quan im hin i, khch sn gm c mt s chc nng sau: - Chc nng qun tr kinh doanh ch n cc kha cnh iu hnh khch sn bao gm cc hot ng cn thit bo m cho mt hot ng kinh doanh c li, kim sot chi ph v hoch nh trong tng lai. - Chc nng cng ngh kinh doanh nh chc nng phc v lu tr tp trung vo vic b tr qun l cc phng khch bao gm ng k t phng, t chc tip n khch, dch v vn chuyn c, cc dch v n ung hay mt s dch v khc trong khch sn. Chc nng ny bao gm tt c cc hot ng phc v, sn xut, chun b ba n, tic v cc dch v khc trong khch sn. - Chc nng hu cn v phc v kinh doanh m bo cc iu kin k thut ca hot ng khch sn, tp trung vo qun l, bo dng nh ca, thit b, mi trng, an ninh,

1.2 Kinh doanh khch sn

Kinh doanh khch sn c coi l mt b phn ch yu ca kinh doanh lu tr, c to thnh bi cc doanh nghip cung cp nh tm thi cho thu. y c coi l hnh thc kinh doanh bng cch cho thu cc phng c y tin nghi cn thit cng cc dch v b sung khc. Kinh doanh khch sn lun phi ng u vi cnh tranh rt cao, do vy vic qun l rt quan trng v mang tnh quyt nh cho s thnh cng hay tht bi ca cc doanh nghip kinh doanh dch v. Mt vn chnh yu bn cnh vic qun l trong kinh doanh khch sn l cht lng dch v phc v khch. Bn cnh s nhit tnh, nim n ca nhn vin phc v th li th to ln ca khch sn l du khch c th tm thy khng kh

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gia nh. Song cng c quan im cho rng cn tm nhng yu t mi l du khch c thng thc mt chuyn i chi xa nh ng ngha. 6 Tm li kinh doanh khch sn l mt lnh vc kinh doanh phc tp v i hi rt nhiu s kho lo, tinh t trong cc cch hoch nh chin lc ca mnh.

1.3 Th trng kinh doanh khch sn

Cng nh cc sn phm khc, sn phm khch sn c sn xut, tiu dng ra ngoi th trng. Xt v bn cht th th trng kinh doanh khch sn v th trng du lch c coi l mt b phn cu thnh tng i c bit ca th trng hng ha ni chung. Chng bao gm ton b cc mi quan h v c ch kinh t lin quan n a im, thi gian, iu kin v phm vi thc hin cc dch v v hng ha nhm p ng nhu cu v du lch ca con ngi. Nh vy, th trng kinh doanh khch sn l mt b phn ca th trng, mt phm tr ca sn xut v lu thng hng ha, dch v du lch, phn nh ton b cc mi quan h gia ngi mua v ngi bn, tp hp ton b cc quan h cung cu cc thng tin kinh t, k thut gn vi mi quan h trong du lch. Chnh v th th trng khch sn cng c nhng c im ca th trng hng ha ni chung, n cng chu s chi phi ca cc quy lut kinh t c bn: quy lut gi tr, quy lut cung cu hay quy lut cnh tranh. Bn cnh , theo quan im marketing, th trng ca mt sn phm no l tp hp cc ngi mua sn phm 7. Vy th trng khch sn l tp hp cc ngi mua cc sn phm khch sn (hay cn gi l khch hng). Vic phn chia th trng khch sn cng nh th trng du lch c th thc hin di nhiu hnh thc, ty vo cc tiu thc a ra phn loi. Trong mi th trng th nhu cu ca khch l khc nhau v thng cc khch sn u c gng p ng c mt cch tt nht nhu cu ca tt c cc th trng. Th trng khch thng mi c xu hng n nh quanh nm trong khi th trng khch du lch th mang hi hng thi v m nt. khc phc tnh thi
6

Tom Engel, Point of view: Brands and Brand Management in Hotel Industry, 2007, Global Hospitality Philip Kotler, Chng 7 Phn tch th trng ngi tiu dng v hnh vi ca ngi mua, Qun tr

Group
7

Marketing, 2008, NXB Thng k

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v, nhiu khch sn tp trung v phc v nhu cu ca th trng khch tham gia hi tho bng vic cung cp cc dch v nh cho thu phng hi tho, cho thu cc thit b phc v hi tho nhm gi c mc doanh thu cao, tng trng u n trong c lc tri v.

2. Phn loi khch sn

C nhiu tiu ch phn loi khch sn, theo ngun vn s hu, theo quy m hot ng, theo cp hng Trong , phn loi theo cp hng (sao hoc kim cng: star rating hoc diamond rating) l hnh thc phn loi ph bin nht. Da vo ngun vn ch s hu Khch sn c vn u t nc ngoi: - Khch sn 100% vn nc ngoi - Khch sn lin doanh: C s lin doanh gia mt nh u t trong nc v nc ngoi cng hot ng kinh doanh. Khch sn hon ton khng c vn u t nc ngoi, trong bi - Khch sn Nh nc: Do Nh nc s hu v qun l - Khch sn t nhn: Do t nhn s hu v qun l - Hoc mt s hnh thc khc Da vo hng khch sn Th gii hin cha c mt tiu chun c th, ng nht v chnh thc no v vic phong sao khch sn. Tiu chun c, hot ng theo AAA Tourism8 th khch sn 5 sao phi c dch v phng, dch v concierge (nh v my bay, gi , cung cp bn , gi xe cho khch), phi c cc trang thit b p, c nhiu loi phng Khch sn 4 sao th c cc phng c trang tr hp thm m, dng, trang thit b tiu chun cao, dch v chm sc khch hng tt, tn ty. Khch sn 3 sao c dng tin li, cc trang thit b a dng. Khch sn 2 sao v 1 sao ch m bo cc yu cu c bn cho vic lu tr, sch s, tuy dng trang b trong phng ng cn hn ch. AAA
8

kha lun ny gi chung l khch sn Vit Nam:

AAATourism T chc du lch Quc gia c, ph trch vn xp hng khch sn ti c, t tiu chun

ISO 9001 :2000

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Tourism cn s dng thang im ri. V d vi nhng khch sn 3 sao m c dng nhiu, trang thit b i km phng nhiu hn so vi mc bnh thng s c gi l Khch sn 3 sao ri. Anh th ETC (English Tourism Councils) l t chc ph trch vn xp hng khch sn (Hotel) v nh khch (Guest Accommodation). H dng Sao xp hng khch sn v Kim cng xp hng nh khch, cng t mc 1 sao (hoc 1 kim cng) cho ti mc cao nht l 5 sao (hoc 5 kim cng). Cc tiu chun v c bn khng khc lm so vi AAA Tourism ca c.9 Khch du lch thng quen vi khch sn 4 sao, 5 sao nhng cng c khch sn qung co l 6 sao, 7 sao. ng nhin l vic t nhn 6 sao hay 7 sao cng khng theo nhng tiu chun ng nht no. Nhng khch sn y c hiu ngm l c xy dng rt sang trng, khc bit mi ngi c th ngm nhn nhng khng th bt chc. Cc trang thit b c o, mc tin, c th t th cng tng th mt nh chic ging tr gi hng chc ngn USD, nhng chic gi lng m mt hay tm thm dt tay t si thin nhin. Khch sn ang c qung co l 6 sao v s tin n 7 sao l khch sn Buri Al Arab Dubai. y l mt khch sn c xy dng trn mt vnh bin, theo m hnh mt chic thuyn bum ng tr trn nhng ln sng bin. Khch sn cao 321m, bao gm 202 suite (ch c phng thng hng). Khch s c n trn mt chic Roll - Royce, c mi chn la trong danh sch 13 loi gi thng hng bo m mt gic ng ngon v thc n ca nh hng s c lp ra bi yu cu ca khch. Mt s phng c thang my ring, cu thang dt vng, phng chiu phim, thm lng bo Khi nguyn th quc gia hay chnh khch n khch sn 5 sao, mt ngi phc v (ngi ny c php ln tng nhng cha chc c tip xc vi khch) gi l butler. Butler thng phi vt qua rt nhiu vng kim sot gt gao v tay ngh v c l lch bi cc nhn vin an ninh, lnh s. khch sn Buri Al Arab, butler c mt 24/24 gi v mi v khch u l nguyn th quc gia.10

http://www.fweb.org.uk/dean/visitor/accom/symbols.html Kt qu trn Bch khoa ton th m (Wikipedia) phin bn ting Anh cho t kha Star rating hotel

10

(Thng tin c kim chng verified) http://en.wikipedia.org/wiki/Star-rating-hotel

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Campuchia cng c khch sn 6 sao Amansara ng Norodom Sihanouk, gi phng 700 USD/m11, bao gm tin xe v ti x a khch n cc n i Angkor. Mt iu khng th thiu khch sn 6 sao l cng tc check-in phi cht lng cao, v i ng tip tn lun thng trc n ci trn mi. Xp hng ch nhn phng quy tip tn l iu khng th chp nhn cc khch sn ny. Check-in phi tin hnh t trc khi khch n khch sn. ng nhin nhng tiu chun trn khng c nh ra bi bt c mt t chc quc t hay hip hi khch sn no, nhng cc khch sn 6 v 7 sao s t t ra t p ng khch hng ca mnh bng trang thit b, dch v cc k c o. V i khi, s sao cng l mt phn trong chin lc marketing ca cc khch sn nhm nh v khch hng, v tr trn th trng v quyt nh gi c ca dch v cung cp. Ni chung mi nc c nhng tiu chun ring v nhng tiu chun y vn ch l mt s c gng p ng nhng yu cu ca khch hng v nng cao tiu chun v sn phm du lch nc mnh. Vn xp hng mi quc gia mt khc nhau, Vit Nam chng ta s dng Tiu chun xp hng khch sn do Tng cc du lch Vit Nam ban hnh t nm 2001 v vn c hiu lc ti nm 2009.12 Theo tiu chun ny, cc khch sn c phn loi t thp nht, t tin nghi nht l 1 sao, ti 2 sao, 3 sao, 4 sao v cao nht, hin i nht, l 5 sao. Khch sn t tiu chun xp hng t 1 n 5 sao: l khch sn c c s vt cht, trang thit b, cht lng phc v cao, p ng c nhu cu a dng ca khch du lch v n, ngh, sinh hot, gii tr theo tiu chun ca tng hng, ph hp vi tiu chun quc t. Trong , cht lng khch sn c xc nh thng qua nm tiu ch c bn l: V tr, kin trc; trang thit b, tin nghi; dch v v mc sn sng phc v; trnh qun l v nhn vin phc v; v sinh an ton.

11 12

Gi thng bo ti khch l - Thi im thng 8/2008 Quyt nh 107/TCDL ban hnh ngy 22/6/1994, c sa i b sung ti Quyt nh 02/2001/ Q-TCDL

ngy 27/4/2001 ca Tng cc trng Tng cc Du lch

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V d nh quy nh v thit k kin trc : - Khch sn 4 sao: Kin trc, xy dng kiu dng p, vt liu xy dng cht lng cao, ni ngoi tht c thit k hp l, p. - Khch sn 5 sao: Kin trc c bit, kiu dng p, vt liu xy dng cao cp. Ni ngoi tht c thit k p, trang nh, ton cnh c thit k thng nht. Hay quy nh v cht lng v thi phc v: - Khch sn 4 sao: Cht lng phc v v thi phc v rt tt, tn tnh, chu o lun sn sng p ng mi yu cu chnh ng ca khch. - Khch sn 5 sao: Cht lng phc v hon ho, thi phc v tn tnh, chu o, lun sn sng p ng mi yu cu chnh ng ca khch. Ngnh du lch Vit Nam p dng bnh ng tiu chun xp hng khch sn nh gi cht lng cho tt c cc khch sn trn lnh th Vit Nam, khng c trng hp ngoi l. Tu theo hng ngh v cht lng thc t; cn c vo Tiu chun xp hng ban hnh, Tng cc Du lch v S Du lch s chm im ph hp vi cht lng, loi v hiu qu kinh doanh ca tng khch sn. Vit Nam, Tng cc Du lch t chc thm nh v quyt nh cng nhn khch sn 3, 4, 5 sao. Cc S Du lch hoc S Du lch Thng mi thm nh v cng nhn khch sn 1, 2 sao. Tiu chun xp hng khch sn ca Vit Nam c xy dng hon ton trn c s khoa hc, c tham kho tiu chun xp hng ca mt s nc pht trin chu u, chu v kin ca chuyn gia nc ngoi. Nhng tp on qun l v cc khch sn ln nh Accor, Marriot, Starwood-Sheraton, Hilton, Hyatt, Nikko, ang hot ng ti Vit Nam u nh gi cao tnh ph hp ca Tiu chun xp hng khch sn Vit Nam vi Tiu chun quc t. Mi mt nm qua, h thng khch sn c xp hng Vit Nam phn nh cht lng tng xng v c khch du lch tin cy. 13

13

Thng tin trn trang web chnh thc ca Tng cc Du lch Vit nam, mc Tr li bn c, cu hi Tiu

chun xp hng khch sn, cp nht 10/4/2006 http://www.vietnamtourism.gov.vn/index.php?cat=2015&itemid=1453

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3. c im
3.1 c im ca lnh vc kinh doanh khch sn
Th nht, y l mt lnh vc ang c s cnh tranh gay gt do u t, xy dng qu nhiu khch sn, hay nguy c ng ca hoc chuyn i hnh thc kinh doanh do kh nng sinh li thp, v.v Th hai, y l loi hnh kinh doanh phc tp, a dng, thng xuyn c s tip xc gia khch v nhn vin. Nhng ngi qun l lun phi i ph vi kh nng khng th lng trc c cc kh khn do khch v nhn vin gy ra. Hot ng khch sn c c im l sn phm c cung cp trc tip t ngi cung cp ti ngi tiu dng. Vic c nhng cm xc ch quan khi phc v l iu khng trnh khi. iu ny nh hng khng nh ti hiu qu hot ng tt u n ca khch sn. Do vy, khch sn c xem l t chc phc tp v qun l v lun to ra nhiu kh khn khng bao gi dt cho nhng ngi iu hnh. Th ba, y l loi hnh kinh doanh c nh hng v chnh xc m ngi iu hnh phi lun sn sng i ph vi mi tnh hung xy ra c th a ra nhng quyt nh nhanh chng.

3.2 c im ca sn phm khch sn

gii quyt tt bi ton chnh lch gia cung v cu th vic d on trc nhu cu, gi mi quan h i tc tt vi cc khch sn khc, cc cng ty du lch l hnh, cc cng ty vn chuyn khch du lch, v.v l nhng nhim v quan trng v cn thc hin nghim tc vi bt k khch sn no. Bn cnh , cnh tranh, cc khch sn cng cn phi t th hin nng lc ca mnh bng cc sn phm phc v bi l iu kin tin quyt quyt nh s tr li ca khch hng v y l iu s dn ti s thnh cng hay tht bi ca khch sn . Vic cung ng sn phm dch v trong khch sn l mt trong nhng tiu chun quan trng cn t ra. Sn phm ca khch sn c mt s c im ni bt sau: Th nht, tnh a dng tng hp: sn phm ca khch sn mang y tnh cht ca ca cc yu t sn phm vt cht v cc c im ca sn phm dch v, trong c phn dch v l do khch sn to ra, cng c phn l do cc doanh
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nghip thuc cc ngnh khc hay thm ch c cc khch sn khc to ra nh l cc yu t u vo cn thit to ra dch v tng th ca khch sn v t c mt cch ti a yu cu ca khch. Song l nhn t cung cp dch v trc tip, khch sn phi chu trch nhim v mi sn phm dch v v vt cht vi khch khi mt trong s cc sn phm khin khch hng khng hi lng d sn phm dch v hay vt cht khng phi do khch sn trc tip to ra. Th hai, vic nh gi cht lng sn phm nhiu khi khng th c lng ra c. Khch hng c s tip xc trc tip vi cc nhn vin phc v, cc sn phm dch v v vt cht s c nhng nh gi khc nhau. Hn th na vic duy tr cht lng dch v tt mt cch n nh, u n cng khng phi vn d dng. Chnh v vy mi quan h gia nhn vin vi khch hay c gia cc khch vi nhau cng nh hng ti cht lng sn phm. Vic hiu c c im ny rt quan trng bi n s gip cc nh qun l ca khch sn c nhng bin php ph hp nh hun luyn o to cc nhn vin ca mnh v thi phc v chuyn nghip vi khch hng, v.v Th ba, tnh lin tc: sn phm khch sn bao gm tt c cc dch v cng nh hng ha vt cht cung cp cho khch hng t khi bt u c t ch (reservation) cho ti khi khch hng ri khi khch sn. Nh vy qu trnh lm hi lng khch hng lun phi l mt qu trnh lin tc khng ngng ngh. Th t, tnh khong cch: a bn thng tr ca khch sn thng xa khch sn. V th vic a khch hng ti c vi cc sn phm khch sn l c mt qu trnh di thng qua c h thng phn phi trung gian. Lm sao h thng trung gian ny hot ng nhun nhuyn, n khp vi tin ch ca sn phm m mt khch sn mang li l cu hi mu cht. Hot ng ca h thng trung gian trong nhiu trng hp mang tnh quyt nh vic khch c ti lu tr ti mt khch sn no hay khng.

II.

Marketing trong lnh vc dch v kinh doanh khch sn 1. Mt s khi nim

Kinh doanh khch sn l ngnh kinh doanh dch v m sn phm ca n c

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nhng nt in hnh khc hn vi cc loi hnh hng ha, dch v khc. Do nhng c im phc tp ca sn phm kinh doanh khch sn m cng vic marketing cng c nhng c im phc tp hn so vi cc ngnh kinh doanh hng ha thng thng khc.

1.1 Marketing
Marketing l hot ng ca con ngi gn lin vi cc khi nim nhu cu, mong mun, yu cu, trao i, giao dch v c quan h vi th trng. c rt nhiu ngi nhm ln marketing vi vic bn hng thng thng hay cc hot ng kch thch bn hng. V vy h quan nim marketing chng qua l h thng cc bin php m ngi bn s dng ct lm sao bn c nhiu hng v thu c nhiu li nhun. Thc ra tiu th ch l mt trong nhng khu ca hot ng marketing ca doanh nghip. Hn th, l khng phi l khu quan trng nht, tiu th ch l mt phn nh trong mt chui cc cng vic marketing t vic pht hin ra nhu cu, sn xut sn phm ph hp yu cu , sp xp h thng phn phi hng ha mt cch c hiu qu sn phm tiu th c d dng. Cch lm ny th hin quan im marketing hin i. Theo Philip Kotler Marketing l mt dng hot ng ca con ngi nhm tha mn nhng nhau cu mong mun ca h thng qua trao i.14 Nh vy marketing l lm vic vi th trng thc hin cc cuc trao i vi mc ch tha mn nhu cu v mong mun ca con ngi. C nhiu nh ngha khc nhau v marketing, song ni chung, marketing c hiu l ton b cc hot ng trong nn kinh t th trng, c mc tiu d on v cm nhn, v nu c th, l khuyn khch, khi gi, lm ny sinh nhu cu tiu dng mt loi hng ha, dch v no , thc hin s thch ng lin tc ca b my sn xut v b my qun l, thng mi ca mt doanh nghip vi nhng mc tiu ra. Marketing, mt cch ngn gn, c th coi l gm nhng hot ng sau y: - Tm hiu nhng nhu cu cha c tha mn ca ngi tiu dng thng qua nghin cu th trng
14

Marketing quc t, 2005, i hc Ngoi thng

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- Tm cc sn phm ph hp vi nhu cu ca ngi tiu dng - a sn phm nhm trc ti tay ngi tiu dng ni hp l, vo thi im thch hp vi gi c hp dn, cc dch v sau bn hng c duy tr tt - nh ng tm l ngi tiu dng sao cho tha mn ti a nhu cu ca h, dn ti vic tng cao li nhun ca mi doanh nghip

1.2 Marketing trong kinh doanh khch sn

nh ngha marketing du lch theo T chc Du lch th gii: Marketing du lch l mt trit l qun tr m nh nghin cu, d on, tuyn chn da trn nhu cu ca du khch, n c th em sn phm du lch ra th trng sao cho ph hp vi mc ch thu nhiu li nhun cho t chc du lch.15 Theo Robert Lanquar v Robert Hollier: Marketing du lch l mt lot phng php v k thut c h tr bng mt tinh thn c bit v c phng php nhm tha mn cc nhu cu khng ni ra hoc ni ra ca khch hng c th l mc ch tiu khin hoc nhng mc ch khc bao gm cng vic gia nh, cng tc, hp hnh.16 Tm li ta c th hiu khi qut marketing du lch l mt chc nng hot ng ca doanh nghip du lch nhm vn dng tng hp h thng, bin php, chnh sch, ngh thut trong qu trnh kinh doanh tha mn nhu cu khch du lch v mang li li nhun cho t chc du lch Ring marketing trong kinh doanh khch sn l qu trnh lin tc, ni tip nhau qua b phn marketing lp k hoch, nghin cu, thc hin, kim sot, nh gi cc hot ng nhm tha mn nhu cu, mong mun ca khch hng v t c nhng mc tiu ca khch sn.

2. S cn thit ca hot ng marketing

Ngy nay bt k doanh nghip no mun thnh cng u phi t nhim v marketing ln hng u, bn cnh cc hot ng khc nh sn xut sn phm hay ci tin cht lng sn phm. Lch s pht trin ca ngnh khch sn tri qua

15 16

nh ngha trn trang web ca T chc Du lch Th gii : www.world-tourism.org Robert Lanquar v Robert Hollier, 2002, Marketing Du lch, NXB Th Gii

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nhiu thay i quan trng v c th ni rng hot ng marketing mang tnh quyt nh trong vic ng u vi nhng thay i . Cng vi xu hng pht trin chung ca thi i, du lch c xc nh l mt trong nhiu ngnh kinh t mi nhn ca nn kinh t quc dn. mt s nc pht trin, du lch cn l nhu cu khng th thiu ca mi ngi. Vi bt k lnh vc kinh doanh no th kh nng p ng tt c nhu cu ca th trng, to ra nhng sn phm p ng chnh xc nhu cu ca th trng l yu t quyt nh s thnh cng ca t chc kinh doanh. Vi cc cng ty Du lch th vn ny li cng quan trng. tha mn tt nht nhu cu ca khch, cn tin hnh khuch trng, qung b sn phm ca mnh thu ht khch. Hn th, c tnh ca sn phm du lch l xa khch hng cng khin cho marketing du lch tr nn cn thit hn. Bn cnh , sc p cnh tranh trong thi bui kinh t th trng cng chng t vic d tr chin lc marketing l mt cng vic cn thit v c ngha sng cn vi doanh nghip kinh doanh du lch l hnh ni chung v cc khch sn ni ring. Cc khch sn khng ch phi i ph vi cnh tranh trong ngnh: l cc khch sn trong khu vc hay ngoi khu vc, cc khch sn cng quc gia hay c quc gia khc, cc nh qun l khch sn cn phi ng u vi s cnh tranh ca cc ngnh khc. iu ny th hin c bit r th trng khch i du lch thun ty vi mc ch gii tr, th gin. Sn phm du lch khng phi mt sn phm thit yu, v th cc du khch c th d dng t b quyt nh i du lch ca mnh trc s hp dn ca cc ngnh khc (in nh, thi trang, tit kim, u t, v.v). Hn na, s lng cc khch sn mc ln ngy cng tng do cc doanh nghip ln u t lnh vc khc cng mun chuyn sang kinh doanh trong lnh vc khch sn hay cc doanh nghip nh cng mun u t vo lnh vc vn c ting l li nhun cao ny. Nh c hot ng marketing m cc doanh nghip ny c th trnh c nhiu ri ro, nm bt c nhu cu th hiu ca khch hng nng cao li nhun. Ngoi ra, hot ng marketing cn ng vai tr nh cu ni gia khch hng vi khch sn. Thng qua hot ng marketing, n v kinh doanh dch v c th

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hiu r v bn thn mnh v i th cnh tranh. Marketing cng l ht nhn trong vic li cun thu ht khch n tiu dng sn phm ca khch sn. V nhng l do trn m khng ai c th ph nhn vai tr quan trng ca marketing trong hot ng kinh doanh ca mt khch sn.

3. c trng
Do marketing trong kinh doanh khch sn l mt phn ca marketing dch v m n c nhng c trng ca Marketing dch v ni chung v cng c nhng c trng ring ca mnh.

3.1 c trng ca marketing trong kinh doanh dch v

Th nht, marketing dch v c ra i chm hn so vi cc lnh vc phi dch v vi chc nm. Nguyn nhn ca s i sau ny c th k ti: - Khi mi ra i, cc nh ngha thut ng ca marketing c nghin cu ch phc v cc lnh vc sn xut hng ha, ch mi v sau, khi lnh vc dch v tr thnh mt loi v kh cnh tranh hu hiu th marketing dch v mi c quan tm hn. - Ngnh dch v c nhng c trng ring v phng php qun l cng nh tnh cht loi hng ha trao i. - Trc y, lnh vc dch v ch yu c chi phi bi cc doanh nghip nh l, h gia nh kinh doanh c th quy m nh. Ch ti sau nhng nm 50, khi cc doanh nghip ln chuyn hng u t sang lnh vc dch v th marketing dch v bt u c quan tm cc doanh nghip nh nc v phi n thi gian sau na cc doanh nghip mi c s quan tm ng mc. Th hai, marketing trong lnh vc dch v c nhng c im ring, khc bit hn so vi marketing phi dch v. Cc khc bit to ra do s khc nhau gia lnh vc dch v v phi dch v, chng l: - Bn cht v hnh ca dch v: Ch sau khi s dng khch hng mi bit cht lng ca hng ha th no. Trong a s cc trng hp, khch hng kh ly mu hng ha xem trc, h ch yu da vo kinh nghim ca nhng ngi s dng trc quyt nh vic tiu dng ca mnh. Chnh v th thng tin
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truyn ming rt quan trng trong lnh vc dch v ni chung v khch sn ni ring. - Vic sn xut v cung cp hng ha dch v c thc hin ng thi vi s tham gia trc tip ca khch, hng ha khng th lu kho d tr c nn vic m bo tnh ng nht v kim tra cht lng st sao l mt kh khn ln i vi marketing dch v. - Vai tr quan trng ca cc trung gian mi gii: Dch v a s ch c cung cp ti khch hng khi h trc tip ti mua hng, khng th mang dch v ti tn nh nh cc hng ha phi dch v khc, v th hot ng ca cc cu ni c vai tr ln. - Vic xc nh chi ph v gi thnh kh chnh xc ngay lp tc trc khi khch hng s dng dch v do nhng yu cu pht sinh ca h trong qu trnh tiu dng. - a s cc dch v gn kt trc tip cc c nhn s dng v cc c nhn cung cp. Vic tip xc thng xuyn gia ngi qun l hay cc ngi i din ca h vi khch hng i hi s tinh t cao, n c th l mt im rt thun li lng nghe c cc phn ng ca khch hng mt cch nhanh nht song cng c th l mt kh khn khi n gy ra nhiu p lc cho nhng ngi trc tip lm vic vi nhiu tnh cch khc nhau trong mt khong thi gian ngn. Th ba, ngoi cc khc bit chung ni trn, cn phi ni n s khc bit pht sinh trong tng hon cnh, cc khc bit ring ny cng c th mt i khi c nhng thay i v quy nh qun l, khung php l, v.v v n ty thuc vo cc loi hnh doanh nghip khc nhau. Nguyn nhn ca cc khc bit ty hon cnh ny c th l: - Phn ln cc khi nim quy tc ca marketing c xy dng ban u cho lnh vc phi dch v. V th vic ci nhn i vi marketing dch v cn hn hp cng l iu kh trnh khi. S quan tm ti marketing dch v cn t, s lng cc nghin cu tm hiu v n cng cn rt hn ch. - Do thiu thng tin cnh tranh, ngnh kinh doanh dch v cn thiu cc thng tin v doanh s bn hng ca cc i th cnh tranh t nhiu nm, nu c cng ch

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l nhng s liu chung chung nn vic hoch nh chin lc marketing cng c nhng kh khn ring, i hi nhng k thut ring.

3.2 c trng ca marketing trong kinh doanh khch sn

Bn cnh nhng khc bit gia marketing phi dch v v marketing dch v, marketing trong ngnh khch sn li c nhng c trng khc. Cc c trng khc nhau ny pht sinh do cc khc bit gia ngnh kinh doanh khch sn v cc ngnh dch v khc. C th chia lm 2 nhm: khc bit chung v khc bit do hon cnh. 3.2.1 Khc bit chung Mt l thi gian tip cn khch hng ca kinh doanh khch sn t hn so vi cc ngnh dch v khc nn thi gian ly lng khch cng ngn hn. Hai l sn phm khch sn lun c s tip xc trc tip gia ngi vi ngi, v th cm xc ch quan ca c khch hng cng nh ngi n tip c mt vai tr quan trng trong vic nh gi kt qu ca hot ng marketing. S rng buc v mt tnh cm ny kinh doanh khch sn ln hn cc ngnh kinh doanh dch v khc. C th ni rng s hp dn ca sn phm khch sn da rt nhiu vo mi quan h tnh cm. Ba l cc bng chng hu hnh ca sn phm khch sn c v tr rt quan trng i vi vic ly lng tin ca khch hng. Mt s bng chng hu hnh c th k ti l t ri qung co, trang phc ca nhn vin, gi c thu phng, v.v Ch ti vic qun l cc bng chng hu hnh ny s rt c ch cho vic cng c s yu mn ca cc khch hng ti sn phm khch sn. Bn l uy tn v tm c ca khch sn ng vai tr ln. Quyt nh la chn ca khch hng da nhiu vo iu ny nn cc nh hoch nh chin lc cn phi bit. Nm l vai tr quan trng ca khu trung gian trong hot ng kinh doanh khch sn. V th phi m rng h thng phn phi v h s c coi l cc chuyen gia bn hng, ko khch hng v vi khch sn ca mnh. Su l cch thc hot ng ca cc cng ty b tr cng tc ng nhiu ti sn phm khch sn. V d nu mt khch sn ng ra t chc hi tho, h lin kt vi mt cng ty t chc s kin t chc hi tho khch sn mnh, cung cp ch
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cho cc khch tham gia hi hp, vic cng ty t chc s kin hot ng hiu qu hay km hiu qu s nh hng trc tip ti mi qu trnh n tip khch hng ca khch sn. By l cc dch v trong khch sn rt d b sao chp. y l mt thch vi nhng ngi kinh doanh khch sn khi h mun i mi, lm khc i nng cao tnh cnh tranh. Tm l vic kinh doanh khch sn mang tnh thi v r nt. Vic khuch trng sn phm vo thi k ma v l rt cn thit, tuy nhin hn th l vic duy tr qung b hnh nh trong thi k tri v bi n s gip khch hng c n tng v khch sn v s ti ngh khi h c quyt nh i du lch. Cng ngy cc thng cng k lng trong s la chn ca h, him ai la chn mt khch sn khng c tn tui g hay mt khch sn ch thy qung co nhiu vo ma du lch, ngoi ra th khng c tm hi g c. 3.2.2 Khc bit do hon cnh Mt l, nhng nh qun l thnh lp khch sn trong qu kh rt t c o to bi bn v hot ng marketing, khi h bt u quan tm ti hot ng marketing th cc doanh nghip ca cc lnh vc khc c Phng marketing. Hai l cc nh qun l cha thc s coi trng cc k nng ca marketing. Trong ngnh khch sn thng c xu hng coi trng cc k nng nu nng, k nng bung, k nng pha ch ung hn l k nng marketing. Ba l vic t chc trong cc khch sn cng khc nhau ty theo quy m v hng khch sn. Thng thng cc khch sn, chc nng ca gim c kinh doanh v gim c marketing thng c trao cho mt ngi trong khi cc ngnh khc th l do 2 ngi khc nhau m nhim. Bn l cc tc ng ca quy nh ca Nh nc. Nhn chung trong hot ng du lch cng nh trong hot ng ca cc khch sn, qun l ca Nh nc c tc ng ln v nhiu khi c xu hng lm gim s nng ng, hn ch linh hot trong cng tc marketing ca cc t chc ny nu Nh nc a ra cc quyt nh t kho lo, khng linh hot, khng to iu kin cho lnh vc ny pht trin.

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4. Ni dung chnh ca marketing trong kinh doanh khch sn

T nhng c trng ring ca marketing trong kinh doanh khch sn, mt phng php tip cn ring cho marketing trong kinh doanh khch sn cn c xem xt ti: Th nht l cc bin s trong marketing mix m doanh nghip kinh doanh khch sn cn phi bit. Do c tnh phc tp ca kinh doanh khch sn m kh a ra mt m hnh marketing mix no thng nht. C nhng nh marketing theo hng cn bn, l 4P l cc bin s bit: sn phm (Product), gi (Price), h thng phn phi (Places), hnh thc khuch trng sn phm (Promotion); mt s khc th cho rng phi k ti m hnh 6P, 7P, 8P, 12P thm ch c nP. iu ngha l vic hoch nh chnh sch marketing mix cng kh khn hn nhiu khi thay v hoch nh 4P th khch sn phi chun b sn sng cho chin lc marketing mix ln hn 4P. Trong phm vi bi kha ln ny em xt ti m hnh 8P gm c thm yu t con ngi (People), qu trnh dch v (Process) v quy trnh phc v trn gi (Package), dch v khch hng v mi quan h i tc vi cc doanh nghip khc (Partner). Th hai, cn coi trng vic bn ni b. Do cc c im ca khch sn nn marketing khng phi trch nhim duy nht ca b phn marketing m l trch nhim ca ton th i ng con ngi trong khch sn. Trch nhim v khuch trng khch sn v cc sn phm ca n khng th gii hn bi b phn marketing v bn hng. Khi khch lm th tc nhn phng, h tr thnh i tng khai thc ca ton b cc dch v v sn phm m khch sn mun bn. Mc tiu quan trng ca bn ni b l lm sao khuyn khch khch hng s dng nhiu nht cc dch v sn phm ca khch sn. Cc phng php bn ni b c th thc hin l: treo bng rn bin hiu qung co cc ni cng cng, thang my, cc tp gp, t ri, cc bin ch dn c t phng khch, in trn cc dng, trong qun n, v.v Th ba, khch mua sn phm thng da trn tnh cm nhiu hn do vy phi coi trng thng tin truyn ming. S dng tnh hp dn da trn tnh cm nhiu hn trong qung b, khuyn khch khch mua v s dng cc dch v ca khch sn.

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Tm li, khi vn dng marketing vo kinh doanh khch sn cn m bo c cc c im ct li sau: mt l m bo mc ch chnh ca marketing l tm kim v p ng tt nht cc nhu cu ca khch hng, hai l cn nh gi cao ngha thc tin ca hot ng marketing, y khng phi nhng hot ng quyt nh bn bc trn l thuyt, mi bn tho marketing vch ra l mt k hoch di lu v i hi s c gng n lc cao ca cc c nhn tham gia cng tc marketing; ba l cn coi vic nghin cu, thu thp thng tin trong marketing ng vai tr then cht, quyt nh tnh hiu qu ca hot ng marketing. Hat ng marketing khch sn cn m bo xuyn sut mi b phn, mi nhn vin c giao tip vi khch, mi phng tin c th gii thiu, khuyn khch khch hng s dng ti a cc dch v ca khch sn vi mc tiu tng li nhun ca khch sn . thc hin c cc mc tiu ca marketing mix, cc yu cu cn t c i vi hot ng t chc marketing l: mt l n phi lm tng c th lc v sc cnh tranh ca doanh nghip trn th trng, hai l n phi c phi hp vi cc hot ng khc nhm pht huy ht sc nng lc ca doanh nghip mt cch hiu qu, ba l n cn c m bo hot ng bng cc phng tin vt cht, k thut, cn thit. Nh vy t cc yu cu trn, nguyn tc c bn t chc hp l hot ng t chc marketing l: - Vn dng ng nguyn tc tip cn marketing trong kinh doanh khch sn, m bo xc lp chin lc marketing mix ph hp vi th trng mc tiu chn. - Ty theo loi hnh, quy m doanh nghip m c phng n t chc marketing ph hp, phn cng trch nhim thch hp cho tng c nhn. - Xy dng n np marketing, thc hin trit l marketing khng phi ca ch mt b phn marketing m ca ton b nhn vin trong khch sn.

4.1 T chc thu thp thng tin marketing v nghin cu th trng

Cc doanh nghip hot ng trong lnh vc marketing lun thay i, cc nh lnh o cn nm bt c tm l ca khch hng (cng lun bin i khng ngng) c th p ng tt nht cc yu cu ca h. Bn cnh , h cng cn phi bit cc sng kin mi ca cc doanh nghip cnh tranh, cc u im v khuyt im
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ca h. lm c tt hai vic , thu thp thng tin v qun l thng tin marketing l cng vic thit yu, dt khot phi thc hin, bao trm ln ton b qu trnh marketing. Trong thi bui hin nay, khi xu hng ton cu ha gia tng trong mi lnh vc, vic cc cng ty m rng th trng a l; kinh nghim cng nh nhu cu ca ngi tiu dng vi hng ha ngy cng cao ln dn n vic ngi bn kh nm bt c nhu cu chnh xc ca h nh trc cng nh vic cnh tranh ngy cng chuyn nhanh t yu t gi c sang yu t phi gi c th mi doanh nghip phi t chc qun l dng thng tin dn ti ngi qun tr marketing ca mnh v thit k h thng thng tin ca mnh p ng cc nhu cu qun tr thng tin marketing. Theo Philip Kotler, h thng qun tr thng tin marketing bao gm con ngi, thit b, quy trnh thu thp, phn loi, phn tch, nh gi, phn phi nhng thng tin cn thit, kp thi v chnh xc cho nhng ngi son tho cc quyt nh marketing.17 Thng tin cn thit c pht trin thng qua ghi chp ni b cng ty, hot ng tnh bo marketing, nghin cu marketing v phn tch h tr quyt nh marketing.

4.2 Hot ng marketing trong kinh doanh khch sn

4.2.1 Phn tch mi trng Tt c cc khch sn u hot ng trong mt mi trng lun thay i, v vy phi lin tc nh gi, phn tch cc s bin ng nhm c phng n i ph cho ph hp tnh hnh, trnh c cc yu t c hi v tn dng cc c hi tt ang n. Phn tch cc c hi marketing v cc yu t tr ngi chnh l c s mt doanh nghip hot ng hiu qu v lun duy tr c s hiu qu y. Thng thng mt khch sn phi tin hnh phn tch c hi ca mi trng bn ngoi v mi trng bn trong. a. Mi trng marketing bn ngoi Bao gm mi trng v m v mi trng ngnh. Mi trng v m

17

Philip Kotler, Chng 5 H thng thng tin, Qun tr Marketing, 2008, NXB Thng k H Ni

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Mi trng v m bao gm ton b cc nhn t cng nh lc lng c nh hng ti vic thc hin mc tiu ca khch sn m h khng th kim sot c, ch c th theo di v c bin php i ph thng xuyn thch hp. Mi trng v m ny theo nh gi chung gm c su yu t sau: Mt l mi trng dn s. Nhng ngi lm marketing khch sn phi c bit quan tm ti vn tng trng dn s, quy m, s phn b dn s ca tng khu vc, tnh thnh, quc gia khc nhau. S phn b tui tc, trnh vn ha, c cu dn s, m hnh cc h gia nh cng c coi l cc yu t thuc mi trng dn s cn ti. Hai l mi trng kinh t. Sc mua ca cc khch hng hin ti cng nh khch hng tim nng ca mt khch sn ph thuc rt nhiu vo thu nhp thc ca h, gi c cc mt hng khc trong nn kinh t, t l cng nh thi quen tit kim v kh nng vay tiu dng ca khch hng. theo di cc yu t thuc mi trng kinh t, cc nh hoch nh chin lc marketing cn theo di cht cc xu hng vn ng ca nn kinh t, xu hng thu nhp v c cu chi tiu ca cc khch hng c th a ra nhng d on ph hp. Ba l mi trng t nhin. Tm hiu k v mi trng t nhin ngha l tm hiu cc yu t v mc nhim khu vc, chi ph nng lng, s thiu ht hay c th tn dng loi nhin liu no, vn khai thc hot ng kinh doanh m vn m bo gim thiu nhim mi trng. Bn l mi trng cng ngh. Tc pht trin ca nn kinh t ni chung ph thuc rt nhiu vo tc cc cng ngh mi c to ra. Tuy nhin khng phi bao gi cc cng ngh mi ny cng ch mang li ton u im. Nhim v ca nhng ngi lm marketing khch sn l phi lun quan st cc xu hng pht trin cng ngh mi, nhn nh phn tch cc nh hng tt v xu ca n ti nhu cu khch hng. T h c th c nhng ngh gip tha mn cao hn nhu cu khch hng khi tn dng c cc u im ca cng ngh v hn ch ti a cc tc ng tiu cc ca n ti cc v thng . Nm l mi trng chnh tr. Mi trng ny bao gm lut php, cc c quan nh nc hay bt k nhng nhm mang sc thi chnh tr no c th gy sc p ln

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cho doanh nghip. Cc nhn vin marketing cn nm r cc thay i ca mi trng chnh tr, chng hn nh cc i mi trong lut bo v cnh tranh, bo v ngi tiu dng, v.v Su l mi trng vn ha. Nhng gi tr vn ha ca mt dn tc no th hin quan im ca h vi cc vn trong x hi hay cuc sng. Vic nm bt c ct li cng nh nhng thay i trong gi tr vn ha ca cc nhm khch hng khc nhau s gip cc khch sn r sot li cc hot ng marketing ca mnh, m bo rng n khng vi phm cc gi tr vn ha, o c, thun phong m tc ca dn tc no. Mi trng ngnh y l mi trng kinh doanh ca khch sn, n bao gm cc yu t chnh l cung cch c x ca nhng ngi cung ng dch v, ca cc i th cnh tranh, ca cc trung gian marketing (cc trung gian a dch v khch sn ti khch hng), ca cng chng v khch hng. Th nht, cc thay i t pha nhng ngi cung ng. y l cc c nhn, t chc, cng ty m khch sn phi mua cc nguyn liu u vo nh n, thit b cho phng c, hay cc dch v khc nhm m bo vic vn hnh tt hot ng ca mnh. Cc thay i t pha ngi cung ng chc chn c nh hng ti hot ng kinh doanh ca khch sn. Vic nm bt, d on c xu hng cc bin ng ny s gip khch sn c nhng phng n gii quyt kp thi ng ph vi cc kh khn do bin ng c th gy ra, m bo phc v tt nht mt cch n nh cc nhu cu ca khch hng. Th hai, chin lc ca cc i th cnh tranh. Hiu c tnh hnh cnh tranh v i th cnh tranh l iu kin v cng quan trng c th lp k hoch marketing hiu qu. Khch sn phi thng xuyn so snh gi c, cc dch v ca mnh, cc knh phn phi, cc hot ng qung co so vi i th cnh tranh. Nh vy h s pht hin ra lnh vc mnh cn yu km hay lnh vc no mnh c u th hn. V h cng c th a ra nhng quyt nh chnh xc hn trc cc ng thi ca i th. Th ba, cc trung gian marketing. y l cc cng ty du lch l hng, cc

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cng ty t chc s kin, hi tho, cc trung gian vn chuyn. H c vai tr quan trng trong vic a sn phm khch sn ti tay khch hng. Nhng thay i cc trung gian marketing c th c nh hng rt ln ti lng khch ti khch sn. Do th vic phn tch cc trung gian marketing c bin php kp thi ng ph vi nhng thay i l nhng vic phi lm thng xuyn. Th t, cng chng trc tip. Nhm ny bao gm: gii ti chnh, cng chng thuc cc phng tin thng tin, c quan nh nc, cc t chc ngi tiu dng, cng chng ni chung v cng chng trc tip trong ni b khch sn. Hot ng ca khch sn chu nh hng trc tip bi hng lot cc t chc trc tip. H s ng h hoc phn i cc quyt nh marketing ca khch sn. thnh cng, khch sn phi thng xuyn phn tch, phn loi v thit lp mi quan h ng mc vi tng nhm cng chng trc tip. Th nm, l khch hng. Khch hng y bao gm khch hng trong qu kh v khch hng tim nng. Vic phn tch hnh vi ng x ca khch hng qu kh l iu kin sng cn ca khch sn. y l ngun khch tt cho vic kinh doanh mi, h c th s dng li dch v thm, to nh hng cho nhng ngi khc v bin nhng ngi khc ny thnh khch hng ca doanh nghip. Khch hng cn c th c phn chia theo nhm th trng. Mi nhm li c nhng nhu cu, s thch khc nhau, ngi lm marketing cn hiu r cc khc nhau ny c th c nhng gii php marketing ph hp. b. Mi trng bn trong Mi trng marketing bn trong c cc yu t ch yu nh: - Kh nng ti chnh: y l yu t quan trng trong hot ng kinh doanh khch sn ni chung v quyt nh ngn sch ca b phn marketing ni ring. Vic thc hin cc chin lc marketing c th u phi c m bo bng cc ngun ti chnh nht nh v nhng khon d phng cn thit m bo cho cc bt trc xy ra khng lng trc c. - C s vt cht k thut & cng ngh: c im ca sn phm khch sn cn lun to ra cc c s vt cht k thut hin i to ra cc dch v c cht lng. Cnh tranh ngy cng gia tng trong lnh vc khch sn i hi cc khch sn phi

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khng ngng i mi trang thit b k thut v cng ngh kinh doanh hin i tng sc cnh tranh ca doanh nghip mnh. - Ngun nhn lc: L yu t quan trng trong khch sn cng nh trong bt k ngnh ngh kinh doanh no. c bit hn trong lnh vc dch v, m c th l khch sn, cn c s tip xc trc tip gia nhiu nhn vin khch sn vi khch hng, v th i ng nhn lc phi l nhng ngi c chuyn mn, trnh , lun c gng lm hi lng khch hng t nhng chi tit nh nht. - Trnh t chc qun l - Trnh hot ng marketing Hay cc c im lin quan ti a im khch sn, v tr thun tin, bt mt vi khch hng, kh nng nghin cu pht trin cc hot ng marketing, danh ting ca khch sn, v.v u l nhng yu t c xt vo nhm yu t marketing bn trong. Nh vy, vic phn tch cc c hi ca mi trng marketing bn ngoi v marketing bn trong l rt quan trng m bo nm r c cc c hi, thch thc t bn ngoi cng nh im mnh, im yu ca ni b doanh nghip, t a ra chin lc marketing thch hp nht. 4.2.2 La chn th trng mc tiu Lnh vc kinh doanh khch sn cng nh cc lnh vc khc, cc doanh nghip s tm ra la chn nhng on th trng hp dn m mnh c u th tip cn phc v hn l chn la phc v c mt th trng rng ln. Th trng hp dn nh hn c la chn gi l th trng mc tiu. tin hnh chn c th trng mc tiu cn phi lm nhng bc sau: a. Phn on th trng Phn on th trng l chia ton b th trng (tp hp cc ngi tiu dng) ca mt dch v no thnh ra cc nhm. Cc thnh vin thuc nhm no s c nhng c im chung. Mt on th trng l mt nhm hp thnh c th xc nh c trong mt th trng chung, m mt sn phm nht nh ca doanh nghip s c sc hp dn vi h. Mt s tiu thc phn on khch sn thng s dng l:

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- Phn on theo a l : th trng tng th c phn thnh cc on: khch du lch quc t v khch du lch ni a, hoc phn on nh hn chu lc, khu vc, quc gia i vi cc khch quc t v theo vng du lch, tnh, thnh ph i vi khch ni a - Phn on theo dn s hc hc (phn on theo la tui; gii tnh, mc thu nhp ca khch) - Theo mc ch chuyn i (phn th trng thnh 2 on ln; khch du lch cng v v khch du lch thun ty, hoc phn on nh hn, nh: khch thng gia, khch ngoi giao, khch hi ngh i vi khch cng c v khch du lch vn ha, khch du lch th thao, khch du lch thm quan gii tr, khch du lch ngh ngi cha bnh i vi khch du lch thng xuyn, khch mua ln u), - Theo th tm l, theo hnh vi, theo sn phm hay phn on theo phng thc phn phi. Cc khch sn c th ty la chn cch thc phn on: Phn on mt ln hay phn on nhiu ln. Phn on mt ln l phn on ch s dng mt tiu thc phn on. Phn on nhiu ln l phn on mt ln, sau , li s dng thm mt tiu thc phn on th hai, th ba, c th hn na tin hnh phn on nh hn na nhm th trng. V d: Mt khch sn c phn on th trng theo mc ch chuyn i (Du lch, hi tho, ) nhng vn c th tin hnh s dng thm mt tiu thc khc nh khu vc a l c th p ng tt nht nhu cu ca nhng khch hng ny. b.nh gi on th trng Doanh nghip cn xc nh c quy m pht trin v mc tng trng ca on th trng. Nu mt on th trng c quy m ph hp, mc tng trng kh ng ngha vi vic khch sn s phi cnh tranh rt gay gt vi cc khch sn khc cng chn on th trng . Bn cnh , doanh nghip cng cn xc nh mc hp dn v c cu ca th trng, tt c cc yu t nh hng ti mc sinh li lu di ca on th trng . tr li cu hi ny cn xem xt cc mi e da ti t s cnh tranh mnh m trong on th trng, t nhng i th mi xm nhp, mi e da t

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nhng sn phm thay th, v t quyn thng lng ngy cng ln ti t hai pha: ngi mua v ngi cung ng. Cui cng ca vic nh gi on th trng l xem xt mc tiu v ngun ti chnh ca khch sn. Vic tham gia on th trong y c ph hp vi mc tiu lu di ca doanh nghip khng, khch sn c k nng v ngun ti chnh cn thit thnh cng trong on th trng hay khng? c. La chn th trng mc tiu Sau khi phn on th trng, nhng nh hoch nh marketing phi xc nh vic s la chn th trng mc tiu th no. C 5 la chn khc nhau. - Tp trung vo mt on th trng: Khch sn ginh li th nh vo vic chuyn mn ha sn xut v phn phi. Phng n ny ph hp vi cc khch sn nh. Nu khi tp trung vo mt on th trng duy nht v khch sn ginh c v tr dn u th h s t t sut li nhun trn vn cao. Tuy nhin h c ri ro nu kh nng th trng gim nhu cu xy ra. - Chuyn mn ha c chn lc: Doanh nghip chn mt s on th trng ph hp vi mc tiu v tim lc ca doanh nghip, mi on u c kh nng sinh li. Phng n ny em li u im l a dng ha ri ro cho doanh nghip ng ngha vi vic phi nng cao chi ph hot ng. - Chuyn mn ha sn phm: Doanh nghip cung cp mt dch v duy nht cho mt s on th trng khc nhau. Doanh nghip c th gy dng c uy tn cho sn phm song s rt ri ro nu xut hin sn phm thay th. - Chuyn mn ha th trng: Doanh nghip tp trung phc v nhiu nhu cu ca mt nhm khch hng c th. Doanh nghip c th to c uy tn cho cc dch v ca mnh cung ng cho khch. Tuy nhin s tr nn ri ro khi th trng gim nhu cu. - Phc v ton b th trng: Doanh nghip c nh phc v tt c cc nhm khch hng vi tt c cc dch v m h cung ng. Phng n ny ph hp vi cc doanh nghip ln. Trong la chn ny, cc doanh nghip li c 3 hng i khc nhau trong chin lc marketing ca h: o Marketing c phn bit: Chn la cc th trng mc tiu, s dng

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marketing mix ring cho tng phn on th trng. y l phng n tn km nht nhng c kh nng sinh li cao nht do khai thc c tng on th trng ring bit. N thng c s dng bi cc cng ty ln c nhng chui khch sn vi nhiu chi nhnh thc hin. Cc tp an khch sn ln thng c nhn hiu ring cho cc cp hng khch sn trong chui khch sn ca mnh. o Marketing khng phn bit: L chin lc b qua s khc nhau gia cc on th trng, s dng cng mt bin php marketing mix chung cho tt c th trng. Cc cng ty theo ui chin lc ny i khi thu c kt qu kh quan, chi ph thp nhng phi thng xuyn b sung dch v thu ht khch quay tr li. o Marketing tp trung: Thay v tp trung n lc vo phn nh ca th trng ln, doanh nghip tp trung n lc vo phn ln th trng. Nh vy ch khi xem xt ton b khu vc no c li nht mi nn c quyt nh cui cng v th trng mc tiu. Ngoi cc tiu chun chn la trn th cn cn ch ti giai on ca chu k sng ca sn phm, mc ng nht ca sn phm v th trng v cc chin lc marketing ca cc i th cnh tranh. 4.2.3 Xc nh v th v chin lc marketing Xc nh v th l vic pht trin mt dch v v marketing mix chim c mt v tr c th trong tm tr ca khch hng ti cc th trng mc tiu trong mi quan h vi cc i th cnh tranh khc. Vic xc nh v th ca mt dch v c tin hnh sau khi xc nh c phn on th trng mc tiu. V vy cn thit c nhng thng tin sau y xc nh v th c hiu qu: Thng tin v nhu cu ca khch hng ti th trng mc tiu v nhng li ch m h mong mun; S hiu bit v th mnh, im yu trong cnh tranh ca doanh nghip; Bit c nhng th mnh, im yu ca i th cnh tranh; Thng tin v s nhn thc ca khch hng i vi doanh nghip so vi cc i th cnh tranh Ba yu t cn t c khi xc nh v th l to c hnh nh, truyn ti c li ch i vi khch hng v khc bit ha tn, nhn hiu ca mnh so vi i

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th cnh tranh. Ngoi ra cn phi chn c v th ca dch v m khch sn cung cp cho bn cho khch. xc nh v th c hiu qu cn lm cc vic sau: Xc nh nhng li ch quan trng nht em li cho khch hng khi mua dch v ca khch sn; quyt nh v hnh nh m khch sn ang mong mun to ra trong tm tr khch ti th trng mc tiu chn; to ra s khc bit ha i vi cc i th cnh tranh; a ra c s khc bit ca sn phm; dch v v truyn ti nhng s khc bit ny trong nhng tuyn b v v th v cc mt khc ca marketing mix; cui cng l t chc thc hin tt vi nhng g m khch sn ha vi khch hng. Khi chn c th trng mc tiu, cc doanh nghip cn xy dng mt chin lc to ra im khc bit v xc nh v tr ca dch v i vi th trng mc tiu ny. Chin lc marketing khch sn l s la chn mt phng hng hnh ng t nhiu phng n khc nhau lin quan n nhm khch hng c th, cc phng php truyn thng, cc knh phn phi v c cu tnh gi. Hu ht cc chuyn gia u cho rng chin lc marketing l s kt hp gia cc th trng mc tiu v marketing mix. Marketing mix l mt trong nhng khi nim c bn ca h thng marketing hin i, theo Philip Kotler Marketing mix l tp hp nhng yu t bin ng kim sot c ca marketing m doanh nghip s dng c gng gy c phn ng mong mun t th trng mc tiu.18 Khi th trng c nhng nhn hiu ni ting chim gi th cc i th cnh tranh ch c th la chn mt trong cc chin lc sau: Th nht, cng c v tr hin ti ca mnh trong tm tr ngi tiu dng v c gng lm cho khch hng hiu rng doanh nghip ang c gng lm tt hn na. Th hai, tm mt v tr cn trng v c kh nhiu ngi coi trng ri chim lnh n (tm l hng trn th trng ri tm cch lp kn n). Th ba, xa b v tr hay xc nh li v tr cnh tranh. Khch hng ni chung c xu hng nh v tr s mt, do vy ngi lm marketing cn pht hin ra v phn u khch sn c mt thuc tnh hay mt li ch quan trng c th thuyt phc

18

Marketing quc t, ti liu tham kho ca H Ngoi Thng, 2005

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c khch hng, c nh vy nhn hiu mi n su vo tm tr khch hng khng b cc qung co thng mi khc ln t. Th t, nu khng th dnh c v tr hng u th c th khuch trng tng l mt trong s cc doanh nghip hng u lm cho khch hng cm thy yn tm khi s dng dch v ca doanh nghip. Vic la chn chin lc cn ty thuc vo v tr ca doanh nghip trong ngnh khch sn, du lch. Cc doanh nghip c xp vo mt trong bn loi sau: cng ty dn u, cng ty thch thc, cng ty theo sau; cng ty np gc th trng. Cng ty dn u c 3 chin lc khc nhau la chn l: m rng phm vi ton b th trng; duy tr th phn v m rng th phn. Cng ty thch thc quyt nh tham gia ginh th phn vi cng ty dn u, h c th s dng 5 cch khc nhau tn cng cng ty dn u l: tn cng trc din; tt sn; bao vy; tp hu v nh du kch. Cng ty theo sau khng trc din hoc gin tip tn cng cng ty dn u m h tm cch bt chc tt c hoc phn ln nhng vic m cng ty dn u lm, cc khch sn a s i theo cch ny. Cng ty np gc thng l nhng cng ty nh trnh cc i u vi cc cng ty ln v cng khng theo st, h tm ra nhng th trng ring bit v tp trung vo . Khi xc nh c v tr ca sn phm trn th trng, cc doanh nghip cn phi iu chnh chin lc theo tng giai on khc nhau trong chu k sng ca sn phm. Ngy nay khi xy dng cc chin lc marketing, tt c cc doanh nghip u phi tp trung vo vic xy dng, duy tr v cng c mi quan h lu di vi khch hng, hng cung cp, hng l hnh, k c vi cc i th cnh tranh v c gi l marketing quan h. T cc quan h ny hnh thnh nn cc lin minh chin lc l mi quan h lu di gia hai hay nhiu cng ty l hnh v khch sn vi nhau.

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CHNG 2. THC TRNG HOT NG MARKETING CA MT S KHCH SN C VN U T NC NGOI TI VIT NAM

I.

Gii thiu chung v khch sn c vn u t nc ngoi ti Vit Nam

Trong thi k 1988 2007, s d n xy dng khch sn nh hng u t

nc ngoi c cp giy php l 291 d n, vi tng s vn ng k ln ti 7620,6 triu USD, tng s vn iu l l 3144,9 triu USD trong nc ngoi gp 2474 triu USD, Vit Nam gp 670,9 triu USD.19 Ring nm 2007, s d n c cp giy php u t trc tip vo lnh vc khch sn nh hng l 38, tng s vn ng k l 1968,1 triu USD, tng s vn iu l l 1883,6 triu USD, vn cp mi l 84,5 triu USD, s vn tng thm l 670,9 triu USD.20 Bn thng u nm 2009 c nc c 145 d n FDI cp mi, vi tng s vn ng k l 2.483,24 triu USD. S d n ngh c tng thm vn u t l 23, vi tng s vn tng thm l 3.874,5 triu USD. Nh vy, tng s vn cp mi v tng thm trong 4 thng u nm 2009 Vit Nam t 6.357,74 triu USD. Trong , ngnh dch v c 96 d n (chim 66,2% s d n) c cp mi u t vo Vit Nam, vi s vn ng k l: 2.100,49 triu USD (chim 84,6% tng s vn cp mi ca c nc). S d n ngh c tng thm vn u t l 11 (chim 47,8% s d n), vn ng k tng thm l 3.855,01 triu USD (chim 99,5% tng s ca ton quc). Mc vn cp mi v tng thm trong 4 thng u nm 2009 ngnh dch v t 5.955,49 triu USD (chim 93,6% tng s ca c nc). Trong s 96 d n thuc ngnh dch v c 6 d n cp mi v lnh vc khch sn - du lch (4,1% s d n ca ton quc), vi s vn ng k cp mi l

19

Biu 51: u t trc tip ca nc ngoi c cp giy php thi k 1988 2007 phn theo ngnh kinh t, Biu 54: u t trc tip ca nc ngoi c cp giy php nm 2007 phn theo ngnh kinh t, Nin

Nin gim thng k 2007, in nm 2008, NXB Thng K

20

gim thng k 2007, in nm 2008, NXB Thng K

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705,71 triu USD (chim 28,42 tng s vn cp mi ca ton quc). Mt (01) d n ng k tng thm vi s vn ng k l 3.800 triu USD (chim 98,1% vn ng k tng thm ca c nc trong 4 thng u nm 2009). Tng vn cp mi v tng thm lnh vc khch sn - du lch bn thng u nm 2009 l 4.505,71 triu USD (chim 70,9% ca c nc).21 Mt s khch sn nc ngoi ni ting xp hng 5 sao Vit Nam:

Nikko Hanoi
Khch sn Nikko H Ni trc thuc tp on Nikko Quc t c u t bi Nht Bn, hot ng ti nc ta t nhng nm u thp k 90 ca th k trc. Khch sn Nikko c xp vo danh sch 10 khch sn tt nht ca Vit Nam trong vng 4 nm lin tip t nm 1998 2002, cho ti nay vn lun gi vng v tr khch sn 5 sao c mt t rt sm ti th trng Vit Nam. Khch sn nm trong khun vin p, trc cng cng vin Thng Nht, c nhiu cy xanh, pha va h trc mt cng rt rng, xe t c th c ti 2 hng. T sn bay Ni Bi, ch cn 40 pht l ti c khch sn. N cn c bao quanh bi nhiu nh hng, khu vui chi gii tr, h Thuyn Quang bn cnh to khng gian trong lnh, thong mt. T trung tm H Ni, cc khch du lch c th ti thm cha Hng, n Hng, nh th Pht Dim, rng quc gia Cc Phng. Bn trong khch sn cn c b bi ngoi tri, khu mt xa, khu mua sm, khu thng mi cho vn phng thu, nh hng n ung (La Brasserie n kiu Php, Benkay n Nht, Taoli n Trung quc, Cake Shop bn bnh ngt), quy ru (Portrait Bars) Khch sn hin nay c 260 phng, ngoi cc phng nh phng tp th dc th hnh, phng ngh ngi, cc phng cn li chia lm cc cp hng khc nhau: - Deluxe room: Rng 36m2, gm c 82 phng 1 ging i (King) v 101 phng 2 ging n (Twin), C n sng ti nh hng bn trong khch sn (La Brasserie Restaurant), s dng b bi, phng tp, xng hi, mt xa, dch v nh giy min ph, 2 chai nc khong 1 ngy, gi cng b trn website l 220/230USD++ (Gi p dng t ngy 1/1/2006).

21

Ngun: Trung tm Thng tin du lch Tng cc du lch

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- Nikko Executive: Rng 36m2, c 27 phng n v 11 phng i, tng t nh Deluxe Room nhng c thm phiu tng ung, kt ni Internet bng thng rng, dch v git min ph (khng c sy), gi cng b trn website l 240/260USD++(Gi p dng t ngy 1/1/2006). - Park view Deluxe: phng a hng nhn ra cng vin Thng Nht, rng hn Deluxe room (48m2), c 16 phng n, cc iu kin tng t Nikko Executive, gi 260/280USD++ -Park View Executive: tng t Park View Deluxe nhng c tng thm khch gi hoa qu ti khi ti ni, c 4 phng n, gi 280/300USD++ - Executive Suite (king): tng t Park View Executive (tr hng nhn khng ra cng vin), c 8 phng rng 75m2/phng; gi 500-520USD++ - Executive Suite (Twin): tng t Executive Suite (King), c 2 phng, gi tng t. - President Suite: c cc iu kin tng t Executive Suite nhng din tch ln hn nhiu, c c phng khch v phng ng, 123m2/ phng v c 2 phng, gi 800-820USD++

Khch sn Sofitel Plaza

Khch sn thuc tp on Accor22 ca Php, c xy dng v thnh lp Vit Nam t nm 1995. Khch sn gm 20 tng nm ng ba giao ca ng Thanh Nin v Yn Ph, c xem nh ca ng ca H Ni, nhn ra H Ty, h Trc Bch v c sng Hng. Ngoi dch v lu tr, Sofitel Plaza H Ni cn c nh hng n ung phc v phong cch (Ming Palace Chinese Restaurant), u (La Brasserie), quy ru (Song Hong Bar, Pool Garden, Summit Lounge), nhiu loi phng hp vi din tch khc nhau, phng rng nht l 420m2, cha c trn 500 ngi nu sp xp hi tho theo kiu class room. Ngoi ra, v dch v lu tr, tt c 317 phng u trang b ti vi truyn hnh cp, in thoi (c gi quc t), bn lm vic, t u ging, ng Internet ADSL, ring tng c bit tn gi Club
22

Accor cng Marriot, Intercontinental l 3 tp on khch sn ln nht (v doanh thu) trn th gii hin nay,

c 3 tp on ny u c mt Vit Nam. Thng tin trn t LeMonde ca Php ngy 22/8/2008 http://www.lemonde.fr/cgibin/ACHATS/acheter.cgi?offre=ARCHIVES&type_item=ART_ARCH_30J&objet_id=1052190

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Sofitel th c Internet khng dy, ti vi mn hnh tinh th lng LCD v ging hng sang ca thng hiu Mybed. Sofitel Plaza H Ni c cc loi phng sau: - Classic Room: c loi phng 2 ging n hoc 1 ging i, t tng 7 ti tng 10, nhn ra h hoc nhn ra sng Hng, rng 30-35m2 - Superior Room: tng t Classic Room nhng nm tng 11 ti tng 14 - Luxurious Room: t tng 15 ti tng 18, c li i sang Cu lc b Sofitel Club Sofitel, tng t cng c 2 loi phng, 2 ging n hoc 1 ging i, c s dng phng hp 1 ting min ph. - Suite Room: phng thng hng, 42m2, ch c loi phng 1 ging i, s dng phng hp 1 ting min ph, c gh s fa trong phng. Trn th gii h thng Sofitel cn c nhiu loi phng khc nh: Prestige Suite, Opera Suite v Imperial Suite nhng cha trin khai Vit nam.

Movenpick (Moevenpick)
Movenpick Hotel c c H Ni v thnh ph H Ch Minh, thuc tp on khch sn v ngh dng (Hotel & Resorts) Movenpick ca Thy S. Ti thnh ph H Ch Minh, Movenpick Saigon l khch sn 5 sao duy nht a bn qun Ph Nhun, ch cch 10 pht ti trung tm trin lm thnh ph hoc sn bay quc t Ty Sn Nht, 20 pht ti trung tm. Movenpick Saigon c 251 phng m bo cho vic lu tr ngn ngy v c nhng k ngh di ngy ca c nhng khch hng kh tnh nht, trong s ny c 123 phng khng ht thuc, 39 phng c c phng ng v phng khch (Connecting Room) v 1 phng tp th dc. Mi phng khch u trang b ti vi truyn hnh cp, Internet bng thng rng, my sy, thit b an ton (trong trng hp chy, n), h thng iu ha chnh c nhn. Movenpick Saigon c cc loi phng sau: - Superior room: 1 ging i hoc 2 ging n, rng 30m2, khng lp thm ging di ng c - Deluxe room: 1 ging i hoc 2 ging n, rng 30m2, lp thm ging s charge ph - Junior Suite: 1 ging i, 30m2, trang thit b hin i, lch lm - Executive Deluxe Room:1 ging i hoc 2 ging n, 30m2, c trang b

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my fax, u c a DVD, dn m thanh cao cp Stereo Hifi - Executive Junior Suite: 1 ging i - Executive Suite: 1 ging i - Executive Club Suite: 1 ging i, Ti vi mn hnh tinh th lng, c bn n ti ring Ngoi dch v lu tr, Movenpick cng c phng phc v hi tho, tic ci, phng tp th dc, b bi ngoi tri, Tic ci t chc ti Movenpick s c min ph nht k ngy ci (storybook), thc n phong ph c c mn Vit ln mn Thy S, vi gi t 21USD/ngi tr ln. 23

Khch sn quc t Lilai

L khch sn mi c khnh thnh v i vo hot ng vo nm 2007 bi cc nh u t i Loan (Trung Quc), khch sn Lilai nm tnh Mng ci, Qung Ninh, nhn xung sng Ka Long. T khch sn, c th d dng sang Trung Quc bi Mng ci c ca khu gip Trung Quc, i thm H Long, bin Tr C u thuc tnh Qung Ninh. Khch sn Lilai c 4 hng phng: 15 phng hng Standard, 6 phng Deluxe, 3 phng Junior Suite v 3 phng Deluxe Suite. Cc phng u c iu ha, tivi truyn hnh cp, c th trang b thm ni cho tr con nm, cc phng u nhn ra vn cy xanh v h nc rng, tuy nhin cha c kt ni Internet bng thng rng. Bn cnh cch dch v n ung, khch sn Lilai cng c b bi ngoi tri, c phng tp th dc, phng tm xng hi, mt xa, b sc, c khu thng mi, Ngoi cc khch sn va k trn, Vit Nam hin nay cn c cc khch sn ln ca cc tp on khch sn khng l trn th gii nh: Renaissance Riverside Si gn (thuc tp on Marriot ca M u t) nm trn trc ng Tn c Thng, qun 1, Thnh ph H Ch Minh cao 21 tng vi 319 phng thng, 17 phng thng hng (Suite); 3 phng hp vi tng din tch ln ti 2368m2; Khch sn Intercontinental Westlake ca tp on a quc gia Intercontinental (Hin nay tr s ca tp on khch sn Intercontinental nm Denham, Buckinghamshire, gn Greater London, Anh) v.v
23

Gi cng b trn t ri ca khch sn thng 4/2009

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II.

Hot ng Marketing ca mt s khch sn c vn u t nc ngoi ti Vit Nam 1. Chnh sch sn phm (Product)
- Dch v lu tr: Cc khch sn c vn u t nc ngoi lun c gng p ng cc nhu cu a

dng ca khch, t cc on i s, tng thng, th tng cc nc ti cc khch du lch. H lun c cc hng mc phng khc nhau vi y thit b hin i, v sinh vi cc i tng khc nhau. (Standard, Deluxe, Junior Suite, Executive Suite, Presidential Suite24) Cc dch v b sung khc m cc khch sn c vn u t nc ngoi lm c, l: - Dch v th thao nh: sn tennis, b bi, phng tp th thao, th hnh Hin nay tt c cc khch sn quy m ln, din tch rng, gn cc khu trung tm dn c u p dng gi sn phm ny. - Dch v vui chi, gii tr: bao gm quy bar, v trng, phng karaoke c m ra hu ht cc khch sn nhng vn khng c cht lng cao nh cc nh hng chuyn doanh. Mt s bar ca cc khch sn lin doanh cng thng thu ht c gii tr nc ngoi thu nhp kh nh Sheraton, Hilton. Ring karaoke th l dch v mnh hn ca cc khch sn c vn u t t Chu do c im vn ha khc nhau. (Khch sn ng Khnh Hu - vn u t: Trung Quc trang b phng karaoke rt hin i, thu ht c nhng khch khng lu tr trong khch sn ti mua dch v) - Dch v xng hi, massage: L mt dch v mang li ngun thu li kh nhiu cho cc khch sn. - Dch v thng mi khc nh kinh doanh phng hp, hi ngh, hi tho, phng ci, phin dch

24

V cch chia hng phng ca nhiu khch sn, tn hng phng c th thay i i cht, cch trch dn

trong bi kha lun l chung nht, ca khch sn H Ni (Vn u t: Trung Quc)

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y l mt s thng tin v cc loi phng hp m khch sn Intercontinental westlake cung cp: 5 loi phng vi kch thc khc nhau, c th cha ti 500 ngi / phng hp.
Cc loi phng hp/ hi tho Kch thc phng Di x Rng (m) InterContinental Grand Ballroom Westlake Meeting Room 1 Westlake Meeting Room 2 Westlake Meeting Room 3 Westlake Meeting Room 4 11.7 X 6 11.7 X 6 9.8 X 5.5 6 X 5.5 70.2 70.2 53.9 33 2.65 2.65 2.65 2.65 2.65 X 2 2.65 X 2 2 X 1.8 2 X 1.8 1 1 1 1 23.4 X 15.4 360.36 Din tch (m2) Cao trn (m) 5 Kch thc ca Cao x Rng (m) 5 X 2.5 2 Tng

Ty theo cch b tr phng hp m s khch mi c th thay i, di y l mt s ngh ca khch sn:

Phng hp (Meeting Room)

Banquet Style

Classroom Style

Hollow Square Style

Reception Style

Theatre Style

U-shape Style

InterContinental Grand Ballroom Westlake Meeting Room 1 Westlake Meeting Room 2 Westlake Meeting Room 3 Westlake Meeting Room 4

300

250

153

450

420

140

30

24

27

40

45

24

30

24

27

40

45

24

20

24

25

40

50

24

10

18

25

20

28

15

Trang thit b: My chiu, ng dy Internet, u c a DVD,my chiu mn hnh tinh th lng, a laser, tai nghe, bng trng Cc khch sn lin doanh nc ngoi lm rt tt cc dch v ny v tr thnh im n a thch ca cc cng ty ln mi khi h mun t chc mt chng trnh tht chuyn nghip.

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- Dch v bn hng: c trong hu ht cc khch sn, chuyn bn cc lu nim, cc hng ha thng dng, song gi vn cn cao. - Dch v vn chuyn: tt c cc khch sn u c phng tin vn chuyn ring nh t, xe my, xe p, bn v my bay , tu ha phc v nhu cu ca khch. C nhng khch sn nc ngoi cn k hp ng c quyn vi mt hng taxi no cng c lng tin ca khch hng, nng cao uy tn ca h. - Mt s cc dch v khc nh: ct tc, thm m, may o cng bt u xut hin di dng dch v cao cp ti nhiu khch sn v n khng ch phc v cho nhng khch ti lu tr ti khch sn m c nhng ngi dn a phng c thu nhp cao. Ring i vi khch thng mi, a s khch sn cn cung cp thm dch v vn phng, dch v th k. Cn i vi cc khch du lch, cc khch sn c vn u t nc ngoi cn cung cp thm cc dch v nh ht dn gian, ma ht hay cc mn n truyn thng mang phong cch dn tc cc nc. Khch sn H Ni (Vn u t: Hng Kong Trung Quc) tng t chc tun l vn ha New Zealand, Tun l m thc Nht Bn, Tun l vn ha Vit Nam u rt thu ht khch trong v ngoi nc dng chn ti khch sn. Nh vy tm quan trng ca cc dch v b sung trong cc khch sn l iu d thy, cc khch sn c vn u t nc ngoi hiu r tm quan trng ca cc dch v tng thm ngoi cc dch v chnh l dch v lu tr v dch v n ung, h c nhng chin lc u t rt hiu qu vo cc dch v ny.

2. Chnh sch gi c (Price)

Thc t ti H Ni, thnh ph H Ch Minh v mt s ni khc, vic h gi phng ca cc khch sn Vit nam trong nhiu trng hp li khng thu ht c khch. Nhiu khch sn c gi thu phng cao nhng li c cng sut s dng phng hon ton khng thp nh khch sn Hilton (Vn u t: M). iu l do cc nguyn nhn nh: cht lng sn phm, dch v ca khch sn; v tr v k thut iu hnh; ngh thut kinh doanh

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Hng ng chng trnh "n tng Vit Nam"25 gim gi dch v, bung phng cho khch v cc cng ty du lch l hnh, khch sn Hilton H Ni a ra chng trnh khuyn mi "Min ph phng hp hi ngh"cho khch hng t phng ngh ti khch sn. Theo , khch hng t phng ngh trong nm 2009 trong thi gian t ngy 15/4 n 30/6, s c min ph phng hp hi ngh cho cc cuc hp din ra t nay n ht ngy 31/12. Khng ch c vy, ti cc cuc hp ny khch cn c min ph ung, n nh trong gi gii lao v ba tra. Cng nm trong chng trnh kch cu du lch, khch sn cn c chng trnh khuyn mi gim 50% tin n ba tra vi 40 mn n Vit Nam ti nh hng Ba min. Khch ngh t 2-3 m c khuyn mi 1 m min ph Nhng chng trnh ny s ko di n ht nm 2009. c bit,trong qu I-2009, thi k khng hong kinh t trn ton th gii, khch sn Hilton H Ni n khong 3 vn lt khch, cng sut s dng phng t t 55-60%.26 Bn cnh , hu ht cc khch sn u c chnh sch gim gi cho khch quen, khch lu, khch i theo on, v nht l lun c chnh sch iu chnh gi thch hp khi c nhng bin i ca th trng v vo nhng ma v khc nhau. V d tiu biu l chin dch 1USD/m bao gm n ung cng ca khch sn Hilton ti H Ni thi k dch SARS nm 2003. Chin dch ny ko di 3 tun thu ht c rt ng khch hiu k bi cha bao gi v c l chng bao gi h li c c hi bc vo mt khch sn nh vy vi mc gi hp dn n th. Hay nh khch sn Movenpick Saigon: cng thi im nm 2009, c ti 4 chng trnh khuyn mi c a ra. - Chng trnh khuyn mi thi v : T 1/4 - 1/10/2009, chng trnh khuyn mi MICE27 dnh cho cc cng ty t chc hi tho, hpvi chi tit nh sau: Hp c ngy, c n tra, 28USD/ngi (cha thu); Hp na ngy, c n tra, 23USD/ngi (cha thu); Thu phng ngh Deluxe Room vi gi

25

Impressive Vietnam: Chin dch kch cu tiu dng thng qua du lch, h tr tt c cc khch du lch trong Bo co kinh doanh ca Hilton Hanoi gi Tng cc du lch theo qu, bo Kinh t & th ra thng 4/2009 MICE: Meeting, Incentive, Conference & Exhibition (T chc hi ngh - Hi tho). L hnh thc Du lch

Vit Nam, bt u t 1/1/2009 v kt thc vo thng 9/2009

26 27

kt hp hi tho, hng ti nhng khch hng i d hi tho v tranh th du lch

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115USD++/ngi. Gi p dng cho on khch ngh li trn 10 ngi hoc hi tho trn 20 ngi. (Thng thng gi s cao hn 10 15%). - Chng trnh p dng thng xuyn: o Tun thin ng: p dng cho khch t ch sm, trc 1-2 tun, t phng 7 m ch phi thanh ton 5 m, ngoi ra cn c t ng thng hng phng (1 bc) v min ph n sng. o Chng trnh cho nhng khch t sm : Khch hng t phng trc 1 thng s t ng c gim 25% tng gi thanh ton. o Chng trnh Ngy cui tun rc r: Nu t phng v ngh ti khch sn trong nhng ngy cui tun (th 6, 7, ch nht) s c gi 100USD++/ngi/ 1 m cho phng hng Deluxe v 120USD++/ngi/ 1 m cho phng hng Executive Deluxe Room. Hn th, cc khch sn lun c cc loi gi khc nhau, p dng cho nhng khch hng khc nhau v h lun c s linh hot xem xt gim gi khi thy c s tim nng ca cc khch hng. Mt s loi gi cc khch sn c vn u t nc ngoi thng s dng l: - Gi cng b (Rack rate) : L loi gi cao nht, mi khch hng u c th t trn mng Internet hoc c thng tin trc tip v lp tc b phn t phng hay l tn. Gi ny cng thng xuyn bin ng, ph thuc vo nhu cu t phng ca khch v thi im t phng trong nm. - Gi cho cc cng ty kinh doanh, cc i s qun v cc t chc phi chnh ph (Corporate Price): Chnh sch ca cc khch sn ln l u tin nhm i tng khch hng ny nn h lun d dng thu c phng vi nhng mc gi tt hn hn rack rate. - Gi cho cc cng ty du lch (Operator Price): thng r hn c gi cho cc cng ty kinh doanh t 5 n 10 USD. N dnh cho cc on du lch i nhiu hn 10 phng. Nu c nhu cu s dng cc dch v tin ch th gi ny cao hn mt cht. Gi cho cc cng ty du lch thng l gi phng tiu chun, i vi cc phng hng cao hn mc gi s thay i ty thi im. Ngoi gi cng b s c nim yt cng khai ti quy l tn, phng thng tin,

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trang web, cc loi gi khc u c a ra rt kho lo, i khi cn ty kh nng thng thuyt ca khch hng v thng khng c tit l ra ngoi. V d nh khi tng gim c tp on RENAULT (Php) ti Vit Nam v ngh chn ti khch sn Dragon (Vn u t: Php) hng 3 sao vo thng 4/2009, ng c trong phng Deluxe Lake View vi gi 45USD++ trong khi gi cng b cho phng ny l 60USD++.

3. Chnh sch phn phi (Place)

Vic thu ht khch vo cc khch sn mi quc gia ph thuc vo hai yu t c bn sau: th nht l bi cnh c th mi quc gia v mt kinh t, chnh tr vn ha, lch s, x hi, a l; yu t th hai l uy tn, cht lng, ngh thut kinh doanh ca cc khch sn. Ch c cc khch sn lin doanh c vn u t nc ngoi, mt s nh khch sn nh nc v mt vi khch sn t nhn ln nc ta hin nay l hi t c hai yu t ny. Vic bn sn phm thng qua vic s dng nhng ng dng ca cng ngh thng tin nh thng mi in t c cc khch sn nc ngoi nh gi rt cao. Vic trao i th t, gi brochure qung co qua Internet, cung cp cc gi dch v gii thiu ti khch hng, lm website qung co cc phng c, dch v lun c cc khch sn nc ngoi ch ng mc. Cc khch sn lin doanh thng c h thng lu gi h s v khch hng qu kh rt chu o v h coi y l b mt ca doanh nghip. Vic lin h li cc khch sau khi khch s dng cc dch v ca khch sn lun c quan tm ng mc, iu ny cng lm cho vic nh gi s hi lng ca khch gn xc thc hn v vic khch quay tr li s dng cc dch v cng tng ln. S dng vic bn hng trc tip thng qua cc nhn vin marketing ti cc nh t chc hi ngh, cc cuc lin hoan ln nhiu khch sn cng c coi trng ng mc, quy trnh thc hin c lp k hoch r rng. Cc khch sn lin doanh hay mt s khch sn t nhn ln nh khch sn Bo Sn H Ni thc hin rt tt vn ny, h xy dng hn mt quy trnh nm bt thng tin, tng gim c trc tip phn tch thng tin v nh hng k hoch tip th, mi khch tip th trc quan v khi khch s dng cc dch v ca khch sn th m bo cht
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lng cao nht, to khng kh nh khch ang nh mnh Ngoi ra, cc khch sn c vn u t nc ngoi cn c h thng Internet ph khp khch sn, cc thit b phc v cho hi tho ton cu. Cc khch sn ny cng c mt knh phn phi gin tip thng qua cc i l l hnh, qua cc nh lp k hoch hi ngh, hi tho c c knh phn phi gin tip ny th h m bo cc knh phn phi trc tip hot ng hiu qu, c nh vy mi trang thit b c s vt cht lm i tc ca h.

4. Chnh sch xc tin, qung co (Promotion)

Chnh sch ny bao gm cc thng tin a dng thng bo v thuyt phc khch hng hin ti cng nh cc khch hng tim nng v nhng sn phm dch v m khch sn c th tha mn nhu cu ca h. Mt s chnh sch xc tin, qung co thng c cc khch sn nc ngoi p dng l: - Qung co qua vt, vt dng c khch thng xuyn s dng khi lu tr ti khch sn nh trn hp x phng, lc, v bao dim, bt la, giy n - Tp qung co (sales kit) c hnh thc mu m p, in bng giy cht liu tt, hnh nh v mu m rt bt mt, c tnh thm m cao v y thng tin v cc khch sn. Khch hng s c tng cc sales kit khi ti lu tr ti khch sn hoc khi i my bay, nht l nhng hng m cc khch sn nc ngoi c lin kt. - Chin lc qung co trn mng: Thng qua website trc tip l mt hnh thc ph bin. Mt s website chnh thc ca cc khch sn c vn u t nc ngoi l: http://www.Sofitel.com/Sofitel_Plaza_Hanoi: Thuc tp on Accor (Php) http://www.Accorhotels.com/Metro-pole-Hanoi: Cng thuc tp on Accor (Php) http://www.dongkhanhhotel.com/ : Khch sn ng Khnh lin doanh vi Trung Quc http://www.moevenpick-hotels.com/: Khch sn Movenpick c mt c thnh ph H Ch Minh v H ni, thuc tp on Movenpick ca Thy S. Website ca cc khch sn ny a phn khng c ting Vit, th hin r i tng h hng ti l cc thng nhn nc ngoi. i tng khch hng nh vy l cn hn ch. S ngi Vit thu nhp cao c nhu cu hng th hin nay tuy cha
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nhiu song c, v vic khng phin bn ting Vit trn trang web ca mt khch sn ti Vit nam c v nh l mt tn ti cn sm khc phc. Bn cnh , trang web ca cc khch sn ny c khi li nm trong trang web ca tp on ln m n trc thuc, gm hng chc, thm ch hng trm cc khch sn con nn vic tm kim thng tin cn cha thun tin. - Cc khch sn cn c t chc cc ba tic nh cho khch ang vo ti cui tun c c hi gp khch, giao lu v cho hi h. (Khch sn Hilton H Ni t chc tic buffet vo cui tun tip n cc khch ang c tr ti khch sn trong thi im cui tun, t thng 8/2007 thng 10/2007). - Mt s khch sn cn c cc chng trnh tch im, tng th VIP (th vng, bc, kim cng) cho cc khch trung thnh c hng cc u i ca mnh. (Khch sn Sofitel Metropole c chng trnh tng th cho khch hng trung thnh, khi t c hng bc s c hng u i thm n sng v mt s dch v khc, hng vng s c thng hng phng, hng kim cng s c nhiu u i nht) Ni chung cc chnh sch xc tin v qung co ca h thng cc khch sn c vn u t nc ngoi rt phong ph v an xen b tr ln nhau vo tng thi im c th (Do c trng ma v ca sn phm kinh doanh khch sn). c c cc chng trnh qung co hiu qu nht th khng th khng ni ti s h tr ca c cc yu t P khc trong chin lc marketing mix ca h.

5. Yu t con ngi (People)

Nhn chung cc khch sn c vn u t nc ngoi xem xt vic tuyn chn i ng lao ng mt cch kh nghim tc, la chn c ngi c trnh . Song a s cc cn b qun l li cha c o to ng chuyn ngnh do tnh trng chung ca vic o to nhn s ca nc ta. Cc khch sn ny cng tch cc tuyn dng cc ngun nhn s i hc v chuyn ngnh khch sn t cc nc pht trin nh Thy S, Thy in, Php bng vic a ra cc ch lng bng hp l, thng xuyn quan tm o to i ng cn b nng cao trnh , c tay ngh vng vng, thng tho ngoi ng, hng nm c t chc bi dng nng cao tay ngh, thi nng bc, tham quan cc doanh nghip khc, mi cc chuyn gia trong v ngoi
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nc n ging dy v coi vic bi dng l iu kin bt buc i vi mi nhn vin trong khch sn. Cc khch sn ny u c c cht lng phc v cao lm tha mn tt nhu cu ca khch, kt qu kinh doanh cao. Chin dch chng trnh m thc Mn ngon 3 min do khch sn ng Khnh (vn u t: Trung Quc) gii thiu ti khch hng nhn ngy gii phng hon ton min Nam 30/4 v Quc t Lao ng 1/5, trong 3 ngy, t ngy 30/4/2009 n ngy 2/5/2009 do u bp trng ti hoa Phan Quc Thnh tr ti l minh chng cho vic yu t con ngi quyt nh s thnh cng ca hot ng khch sn. u bp Thnh mun gii thiu n khch hng mt b su tp m thc kh y v c sn 3 min m anh cng cc cng s bn ba khp cc min t nc dy cng nghin cu, tm ti v hc hi cch ch bin. Thc n thit k gm hn 40 mn chn lc, c xem nh tinh hoa ca m thc 3 min. Tuy nhin, bp trng Thnh cng ch trung thnh vi cc thnh phn cu to nn mn n, cn khu v th c gia gim cho ph hp vi gu chung ca min Nam, ch khng gi ng 100% nguyn bn tng vng, min m bo ph hp vi khch m khng mt i s c o ca m thc tng vng. n ng Khnh dp l ny, nu khch l dn x Bc s d dng tm thy hng v thn quen qua nhng mn nh nm hoa chui, bnh tm H Ty, gi heo gi cy, min xo cua b, bn bng c, xp ln du chao quy, canh nghu th l, ch c L Vng... Nhng ngi khc rut min Trung nh c tr v chn qu qua cc mn vt nc nu hon, bnh bt lc, bnh kht, bnh nm, nem nng Ninh Ha, cao lu, bn b Hu... Dn Nam B chc chn s khng b qua mn sn non hm ci X bu, cho c rau ng, c lc nng trui, c ri c ui... Nu khch l dn ghin hi sn cng tm c th gii ring ca mnh qua nhiu mn s huyt xo ti, nghu hp x, mc chin gin, ch c hi sn, c bu nhi tht, c m chy ti, c inh xo da... Thc n c thay i lin tc trong 3 ngy. Gi v 179.000 ng/ngi ln; tr em 149.000 ng. Khch mua 10 v c tng 1 v, min ph nc ngt.28 Theo tnh ton, lng khch ti khch sn trong dp ny tng vt ln trn 40%, trong s ny th qu na l khch lu tr ti khch sn ng

28

Theo thng tin trn trang web ca khch sn ng Khnh : www.dongkhanhhotel.com

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Khnh gh thm do chng trnh qu hp dn. Sau mt tun thc hin, doanh thu khch sn tng gp 3 ln so vi cng thi k ny nm ngoi..29 Khng ch thng thc cc mn ngon, khch cn c th gin trong khng gian tng 4 rng ri, p mt, tha thch ngm cnh tp np nga xe ti khu vc qun 5 c trng ca ngi Hoa trong khng kh l hi. Vy quanh ly khch l th gii tranh nh sng ng ca t nc con ngi Vit Nam, nhng phong cnh p nh vnh H Long, ng Phong Nha, ch Bn Thnh, cung nh Hu... Dp ny nh hng MCat tng trt ca khch sn cng c chng trnh gim gi trc tip 10% trn ha n thanh ton trong 2 ngy 30/4 v 1/5. Cc nhn vin trong khch sn c vn u t nc ngoi cn lun c hng mt s u i nht nh khi c nhu cu s dng sn phm ca doanh nghip mnh nh mua bnh gim gi, nhn c th thnh vin cho cc cu lc b caphe, bar, v trng H cng c nhng ch u i rt hp dn cho nhn vin bng cc chuyn i du lch vo ngy ngh, l tt, cc cuc i chi d ngoi to cho nhn vin ca mnh cm gic c quan tm ng mc v h c th ly lm ng lc c gng lm vic tt hn.

6. Mi quan h vi cc i tc khc, bao gm khch hng l mt i tc c bit (Partner)

Do c im ca sn phm khch sn v sn phm du lch nn quan h i tc vi cc doanh nghip khc l yu t rt quan trng trong thnh phn marketing mix ca doanh nghip khch sn. i vi cc khch sn nm trong cc cng ty du lch c kinh doanh l hnh v cc dch v khc vic m rng quan h i tc lun l cn thit, song khng quan trng bng cc khch sn c lp. Nht l cc khch sn lin doanh nc ngoi ti Vit nam th vic kt hp vi khng ch cc cng ty du lch l hnh quc t m c cc cng ty du lch l hnh ni a l v cng quan trng. Vi cc cng ty l hnh hay cc t chc gi khch th mi quan h c th din ra hai chiu: tc l gia hai bn c th c cc hp ng lm n, h gi khch cho
29

Anh Khoa, bi bo n tng Vit Nam: Chng ta lm c nhng g?, Bo Tui tr, ngy 5/5/2009

http://dulich.tuoitre.com.vn/Tianyon/Index.aspx?ArticleID=301341&ChannelID=100

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khch sn v ngc li khch sn s chi tr cho cc cng ty mt khon hoa hng tng xng. Chng trnh trn gi vi ch Qung Nam - Hi An yu thng dnh cho du khch trong nc trong 3 ngy 2 m nhn dp k nim 34 nm ngy gii phng hon ton min Nam, thng nht t nc (30/4), n ht ngy 5/5 do khch sn Hi An thc hin l kt qu ca vic khch sn Hi An kt hp vi cc cng ty khc, ngoi cc cng ty du lch, l hnh. Chng trnh s khuyn mi ba n sng t chn, mt ba n tra hoc mt ba n ti ti nh hng khch sn 4 sao; tour tham quan ph c Hi An, nghe k v ngh thu ca ngi con gi x Qung, xem biu din tr o v thng thc tr, c ph. Khch sn gim 10% gi s dng dch v Zenspa, 20% gi s dng dch v git i, 10% khi mua cc sn phm ca Cng ty thu XQ Hi An; s dng phng tp th dc, h bi, wifi internet, hoa v tri cy ti phng mi ngy, xe a n ti sn bay hoc nh ga, qu lu nim ca khch sn v Cng ty thu XQ. Ngoi ra, khch n lu tr ti khch sn s c gim 50%, khch nc ngoi gim 30% gi cng b v min ph mt chuyn xe n ti sn bay hoc ga Nng. Nhng vi cc i tc l chnh nhng khch du lch n vi khch sn th vic to lp mi quan h vi h khng phi iu n gin. Bi h l ngi tiu dng trc tip sn phm, dch v ca khch sn, vic h hiu r nht cht lng sn phm, phong cch phc v, thi nhn vin l iu d hiu. khch chp nhn khch sn v t nhin tr thnh i tc ca h th khch sn phi p ng c nhu cu ca khch, lm cho h hi lng v dch v, sn phm ca mnh. y c th ni l chin lc thng minh nht, t tn km nht v cng kh nht cho bt k mt khch sn no. Mt s chnh sch duy tr mi quan h vi cc i tc c cc khch sn c vn u t nc ngoi p dng l: T chc hi ngh khch hng theo nh k hoc t xut; t chc cc trung gian phn phi; t chc hi ngh cc nh sn xut kinh doanh; t chc thm hi khch hng; t chc hp bo hay cc hot ng vn ha th thao khc. Mt trong nhng vn quan trng m nh kinh doanh no cng phi quan

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tm, l vic xc nh c th phn, c th l xc nh khch hng m mnh c kh nng cung ng. Trong kinh doanh khch sn cng vy, da trn vic phn khc th trng xy dng v cung ng dch v n tip cho tng th trng chuyn bit l cng vic khng c g mi nhng hin nay, mt trong nhng xu hng chim lnh th trng ca cc tp on khch sn l s dng hnh thc marketing theo bc thang (Tier Marketing). Cc tp on khch sn xy dng nhiu khch sn phc v i tng khch khc nhau: khch du lch, khch thng gia, khch n d hi tho, v.v in hnh l trng hp ca chui khch sn Marriott. H thng Marriott cung cp cc sn phm sau y: Fairfield Inns: Loi dch v bnh dn Courtyard by Marriott: Ch n khim tn Marriott suites: Ch nhm vo khch l thng nhn, h i hi sang trng hn cc phng tr Resident Inns: Ch c phng suite, c thit k nhm ko di thi gian khch lu tr Marriott Hotels and Resorts: C dch v sang trng nhm ti nhng du khch thng lu v khch hi ngh Trong , sn phm ca Fairfield Inns (dnh cho khch bnh dn th gn nh mi v c xy dng nhm gii thiu vi h v t chc Marriott. Mc tiu chnh ca Fairfield Inns l m rng khch hng, to uy tn v nhn hiu v iu quan trng l to c hi cho nhng du khch c thu nhp thp c th tip cn vi sn phm ca Marriott. Sau ny, khi c thu nhp cao hn, h c th chn nhng khch sn cao cp hn ca Tp on Marriott. Hin nay Vit Nam, tp on Marriott mi trin khai loi hnh Marriot Suites ti khch sn Renaissance Riverside thnh ph H Ch Minh. Ha hn trong tng lai, tp on s u t thm cc loi hnh bc thang khc, m c th l bnh dn hn so vi ti tin ngi dn Vit Nam nh Fairfield Inns. 30

30

Theo Michel Ruffer, Tng Gim c v ch tch tp on Marriots, tr li bo Le Monde ca Php, ngy

22/8/2008 http://www.lemonde.fr/cgibin/ACHATS/acheter.cgi?offre=ARCHIVES&type_item=ART_ARCH_30J&objet_id=1052190

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Cch lm ny m bo s pht trin n nh trong iu kin kinh doanh c bin ng, gip cc khch sn c li th trong cnh tranh v m rng thng hiu ca mnh, gip cc tp on khch sn gia tng th phn gn vi s thch v chi tiu ca du khch. Da vo vic nghin cu tm l du khch, ngi ta cn tha nhn thm mt trong nhng li th ca marketing theo bc thang, l vic gia tng lng trung thnh ca du khch. Bi nu mt khch hng quen s dng mt sn phm ca thng hiu no m h thch th h rt kh b n. Tp on khch sn ni ting Accor (Php) cng a dng m hnh kinh doanh theo h thng. Bn cnh h thng khch sn Novotel (3 - 4 sao) nhm phc v khch kh gi v h thng khch sn Sofitel phc v khch VIP nh cc thng nhn giu c, chnh khch th Accor cn c h thng khch sn Formule 1, Etap, Red Roof Inns, Ibis (hng 1- 2 sao) vi gi 20 -30 euro/ngy m nhm phc v khch bnh dn. Vit Nam, tp on Accor cng mi ch trin khai h thng Sofitel, Vit Nam c xp hng 5 sao, song theo nh nhiu khch du lch tng lu tr ti nhng khch sn 5 sao ca Accor trn th gii, h nh gi Sofitel Plaza ch xp hng 3 n 3 sao ri, cn Sofitel Metropole mi c th xp hng 4 sao n 4 sao ri. Nhn chung, khuynh hng marketing theo bc thang kh ph bin trong kinh doanh khch sn. Vic tm hiu, nghin cu xu hng ny l vic lm rt cn thit i vi cc khch sn Vit Nam trong xu th hi nhp v quc t ha ngy nay. Hy vng, trong tng lai gn, cc doanh nghip khch sn Vit Nam ln mnh, tr thnh cc tp on ln, c tim lc cnh tranh vi cc tp on khch sn trong khu vc v th gii. Ty theo quy m v ch ph, cng nh ty theo cc i tc m khch sn la chn hnh thc ph hp nht vi h. Nhng chc chn tt c cc khch sn c vn u t nc ngoi kia thng minh hiu rng chin lc kinh doanh lu di v bn vng hn c l chin lc hon thin cht lng sn phm, dch v v nng cao phong cch phc v cho khch sn mnh.

7. To sn phm trn gi v quy trnh phc v (Package and

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Process)
c bit vi cc khch sn lin doanh c cung cp thm dch v ph, vic k hp ng vi cc i l du lch ln trong nc cng gip bn c cc sn phm trn gi vi s lng khch ln, u n, n nh trong sut nm. Nh khch sn Hilton k hp ng vi Exotisimo, Travel Indochina, v lin kt vi mt s hng hng khng ln nh Jet Star, Vietnam Airlines cung cp v cho cc khch hng c nhu cu. Cc khch sn lin doanh nh u th kin trc p, phng c trang hong sch s, p cng c cc dch v t tic ci trn gi bao gm t phng tic, n, bnh ci, phng tn hn hay thm ch t chc c tun trng mt cho v chng mi ci nh vo vic lin kt vi cc hng du lch ln. i vi hot ng du lch, cc khch sn c vn u t nc ngoi cng t chc cc tour trn gi theo yu cu ca khch, bao gm: V my bay, xe vn chuyn, t khch sn im n, thu hng dn vin du lch, t cc dch v n ung v vui chi gii tr. I. Nguyn nhn thnh cng trong bi hc marketing ca cc khch sn c vn u t nc ngoi 1. iu kin ch quan

Vn y l yu t khng th thiu ca mi qu trnh kinh doanh, c bit vi kinh doanh du lch l ngnh kinh doanh mang tnh thi v cao, c khi phc v cho mt ma du lch (thng t 4 5 thng) doanh nghip phi tp trung ton b vn kinh doanh ca mnh a vo hot ng. Cc khch sn c vn u t nc ngoi lm rt tt yu t ny, h c vn ln, lun p ng phc v c s lng khch rt nhiu, trang tri cc chi ph cn thit v ngc li Nhn lc i vi tt c cc hot ng kinh t th con ngi u ng vai tr quyt nh. Ngnh khch sn c tnh cht c th l bn cc sn phm dch v nn yu t con ngi (cc nhn vin phc v) c vi tr quan trng trc tip em sn phm ca khch sn phc v ti cc khch hng (Khch lu tr). Nhn s i vi ngnh khch sn va l sc lao ng va l hnh nh qung
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co trc tip cho khch sn. V nhn s trong cc khch sn c vn u t nc ngoi khng nhng kh gii v chuyn mn m cn hiu bit vn ha x hi. Ngun nhn s qu bu ny cn bit cch sp xp t chc cng vic mt cch hp l, khoa hc v lun c qun l mt cch chc chn. Bn cnh , hiu qu kinh doanh cng xut pht ch yu t ti nng ca ngi lnh o, nu ngi lnh o gii th hiu qu kinh doanh s cao cn khng th chc chn doanh nghip kh t c kt qu nh mong mun. Vi cc khch sn c vn u t nc ngoi, ngi lnh o ch yu l ngi nc ngoi vi phong cch lm vic chuyn nghip, kin thc chuyn mn vng chc nn vic h mang ti kt qu kinh doanh kh l iu d hiu. Khoa hc cng ngh Cc thit b khoa hc cng ng mt vai tr quan trng to nn hiu qu ca cng vic kinh doanh. Trong thi i bng n thng tin nh hin nay, thng tin s a khch hng tip cn mt cch nhanh nht vi cng ty, khch hng c iu kin tm hiu v cng ty, v th trng du lch ca cng ty cng nh cc loi hnh dch v m cng ty ang phc v t quyt nh. V phn mnh, doanh nghip c th nm bt hn na thng tin v th trng t c nhng iu chnh phng hng kinh doanh kp thi cho ph hp. Kinh nghim kinh doanh y l nhn t c nh hng khng nh ti hot ng kinh doanh ca doanh nghip, c th l kinh nghim kinh doanh, mi quan h vi cc bn hng hay cc nh qun l khc. y l c s cho s pht trin lu di v bn vng ca doanh nghip, c hi cho s cnh tranh trn thng trng. Mc em li hiu qu kinh doanh n u ph thuc rt nhiu vo nhn t ny bi kinh doanh khch sn cn c mi quan h rng ri v cht ch vi khng ch cc hng du lch trc tip em rt khch vo lu tr m cn quan h cht ch vi c cc doanh nghip trong v ngoi nc. Kinh nghim kinh doanh cn mang li nhng quyt nh ng n lun em li li ch cho khch hng v t nng cao c cht lng kinh doanh cng nh hiu qu kinh doanh c c li nhun cho khch sn.

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2.

iu kin khch quan

nh hng ca mi trng lut php: Mt quc gia c h thng lut php cha hon chnh, lun thay i th i vi bt c nh kinh doanh no, vic em li hiu qu kinh doanh cao cng l mt iu kh khn. i vi ngnh du lch ni chung v kinh doanh khch sn ni ring, lut v du lch khng c hay khng hon thin s to ra mt s cnh tranh khng lnh mnh gia cc doanh nghip. L mt b phn trong ngnh Du Lch, kinh doanh khch sn chu nh hng ln khi hot ng trong mt mi trng lut php cha hon thin. y chnh l bt li ca cc khch sn Vit nam khi cc php lut cng nh ngh nh ca chnh ph nc ta pht trin du lch nc nh vn cha cht ch. Trong khi , cc khch sn c vn u t nc ngoi xut pht t cc nc pht trin hn chng ta rt nhiu (Php, M, Singapore, Hongkong), h c pht trin trong mi trng lut php hon thin ca nc h nn vic c nhng kt qu kinh doanh tt khng phi iu ngc nhin. n khi h sang u t ti Vit Nam th chnh ph nc ta cng lun c s u tin cho cc nh u t nc ngoi nn cng c nhng chnh sch kh thong cho h. Chnh ph ban hnh ngh nh 27 sa i, b sung mt s quy nh lin quan n u t nc ngoi vo thng 3/2003. Theo , vic gp vn bng gi tr cng ngh chuyn giao khng cn b khng ch mc khng qu 20% tng vn php nh nh trc, m do cc bn t tha thun. Ngoi ra, cc doanh nghip 100% vn u t nc ngoi thnh lp ti Vit Nam c hp tc vi nhau hoc vi nh u t nc ngoi thnh lp doanh nghip mi ti Vit Nam. Cc doanh nghip c trc tip tuyn dng lao ng ti Vit Nam v nc ngoi theo quy nh ca php lut. Thm quyn cho thu t cng c phn cp mnh cho UBND cc tnh thnh i vi tt c cc d n c vn u t nc ngoi (trc y quy nh Th tng quyt nh cho thu t i vi d n s dng t th t 5 ha tr ln v cc loi t khc t 50 ha tr ln). Nhng iu kin ny gip cc khch sn c c lp trong vic tuyn dng ngun nhn s c cht lng, cc giy t, th tc lm h s thu mua t ca Nh nc cng c d dng nhanh chng v thun tin hn. Tuy nhin khng v th m Nh nc ta l l b ng mc cc khch sn

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nc ngoi hot ng. Gn y, d n xy dng khch sn th 2 ca Intercontinental H Ni ti khun vin cng vin L Nin Thng Nht b nh ch v c yu cu tm dng do c nhiu phn hi, kin ca nhn dn. nh hng ca mi trng chnh tr: iu ny th cc khch sn c vn u t nc ngoi ti Vit nam c hng li rt nhiu t mi trng chnh tr vn rt n nh ca nc ta. S n nh v chnh tr th hin th ch, quan im chnh tr c a s nhn dn ng tnh; ng cm quyn c uy tn lnh o, c xy ra ni chin hay o chnh khng, v.v nh hng ca mi trng vn ha x hi c trng ca vn ha du lch l phong cch kin trc, tp qun, li sng tn gio v ngn ng. Khch du lch vn ha nhm m rng kin thc, hc hi cc nt vn ha, ngn ng ca dn tc . Nu mt quc gia c nn vn ha c o, c bn sc ring km theo mi trng t nhin phong ph v a dng s rt thu ht khch. Vit Nam chnh l mt quc gia nh th vi hn 54 dn tc anh em, mi dn tc li c ngn ng, phong tc tp qun c o ca ring mnh. nh hng ca cnh tranh Nu nh trong cc iu kin ch quan trn, cc khch sn khng c vn u t nc ngoi ti Vit Nam cng c th tn dng v pht huy mt s yu t nh: Yu t mi trng chnh tr n nh, s a dng v vn ha th yu t cnh tranh li l im yu ca cc khch sn ny so vi cc khch sn c vn u t nc ngoi. Trc y trong nn kinh t tp trung hu nh khng c khi nim cnh tranh trong hot ng sn xut kinh doanh. Cc doanh nghip hot ng v sn xut theo k hoch ca Nh nc. Sn phm lm ra khng cn lo lm sao c th tiu th v c Nh nc phn phi. R rng m hnh ny khng nhng khng thc y c s pht trin ca kinh t m cn lm tt hu i mt cch tng i so vi cc nn kinh t khc trn th gii. Trong khi cc khch sn c vn u t nc ngoi quen thuc vi s cnh tranh khc lit trn th trng, h lun c nhng chnh sch sn sng i ph vi n th cc khch sn Vit nam li lun t ra lng tng.

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Trn y l mt s iu kin quyt nh s thnh cng ca cc khch sn c vn u t nc ngoi ti Vit Nam. Vic nghin cu su hn cc iu kin ny s gip cc nh qun tr khch sn Vit Nam hc hi, rt ra bi hc kinh nghim, trnh c cc ri ro trong kinh doanh, lun c quyt nh ng trong vic hoch nh chin lc kinh doanh, nng cao hiu qu kinh doanh, thu c li nhun cho mnh.

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CHNG 3. BI HC KINH NGHIM CHO CC KHCH SN VIT NAM

I.

Gii thiu tng quan v cc khch sn Vit Nam 1. c im

Tuy chng ta mi ch tri qua hn 20 nm t thi k i mi (1986), lnh vc

khch sn ca Vit Nam c nhng bc tin ng k. Khng ch dng li u t nng cp trang thit b c s vt cht trong nc, chng ta cn tin hnh u t ra nc ngoi. Trong thi k 1989 2007, c 10 d n u t trc tip ca nc ta ra nc ngoi vo lnh vc khch sn nh hng c cp giy php, vi tng s vn ng k l 3,8 triu USD, tng s vn iu l l 3,0 triu USD, trong nc ngoi gp 1,1 triu USD v Vit Nam gp 1,9 triu USD.31 i u trong cng tc xy dng v qun l cc khch sn Vit Nam hin nay l Saigontourist. Saigontourist bt u hot ng vo nm 1975 ti Thnh ph H Ch Minh, l doanh nghip u tin ca thnh ph trong ngnh cng nghip du lch. Ngy 30/3/1999, Tng Cng ty Du lch Si gn c thnh lp theo quyt nh ca y ban nhn dn Thnh ph H Ch Minh. N hot ng theo m hnh nh ncdoanh nghip, lng ghp cc hot ng ca nhiu cng ty du lch, l hnh, khch sn, nh hng, v.vtrong c Cng ty Saigontourist l i tc quan trng. Tng Cng ty Du lch Si gn c xp hng quc gia ca Vit Nam l mt trong nhng tp on du lch hng u ti Vit Nam. N ng gp rt nhiu vo s pht trin ca ngnh cng nghip du lch ca Vit Nam: cung cp mt lot cc dch v nh nh , thc phm & nc gii kht, du lch, vui chi gii tr, kinh doanh, xut nhp khu, nhim v min ph cc ca hng, giao thng, xy dng, du lch khch sn & o to, thc phm sn xut & ch bin. Trong nhng nm gn y, Saigontourist v ang hot ng ngy cng a dng, n ang qun l 8 cng ty dch v du lch, 54 khch sn, 13 khu lin hp ngh dng (resorts and complexes), v 28 nh hng vi cc c s b nhim. N cng
31

Biu 58. u t trc tip ra nc ngoi c cp giy php thi k 1989 2007 phn theo ngnh kinh t,

Nin gim thng k 2007, in nm 2008, NXB Thng K

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hp tc vi hn 50 a phng trong c nc cng lin doanh hp tc v c 9 lin doanh vi i tc nc ngoi, m gn nht l s gia nhp vo lm thnh vin ca phng Thng Mi v Cng nghip Php ti Vit Nam.32 L mt thnh vin chnh thc ca Hip Hi du lch Chu Thi Bnh Dng (Pacific Asia Travel Association PATA); Hip Hi du lch M (American Society of Travel Agents ASTA); Hip Hi du lch Nht Bn (Japan Association of Travel Agents JATA) v Hip Hi cc nh l hng M (United States of Tour Operator Association USTOA), thng qua cc mi quan h ca n vi hn 200 cng ty du lch nc ngoi ti 30 quc gia, Saigontourist s tip tc tp trung vo vic tng cng v m rng th trng, c bit l nhm mc tiu vo cc th trng quc t nh: Nht Bn, Trung Quc, i Loan, Singapore, Hn Quc, Php, c, Anh, Canada, M .., thc y pht trin ca cc sn phm mi trong cc lnh vc nh , resort, du lch, mua sm, MICE, du lch sng v du lch trn bin thng qua cc i tc bn ngoi Vit Nam. m bo tc tng trng trong tng lai, n s tch cc pht trin Saigontourist chi nhnh ti khu vc ng Nam . Vi phng chm "Thng hiu - Cht lng - Hiu qu - Hi nhp", Saigontourist c bit ch n vic tng hiu qu kinh doanh, nng cao cht lng dch v, m rng u t nng cp trang thit b hin c, pht trin sn phm mi vi, tng cng xc tin thm v tip th cho cc chin dch nhm mc tiu vo cc th trng hin ti v th trng tim nng. Vi mt ng lc mnh m v tm nhn cho tng lai ca ngnh du lch ti Vit Nam, Saigontourist ang tin v pha trc. iu ny c th thy trong lch s pht trin ca h thng, nhng con ngi lm vic ti vn ang tip tc n lc t c cc mc tiu ca mnh m rng th trng v khng nh v tr ca Vit Nam trong lnh vc du lch ti cc nc Chu . Mt s khch sn Vit Nam thnh vin ca Saigon Tourist l: Min Bc c: Saigon - Ha Long Hotel; Saigon Hotel. Min Trung c Saigon - Kim Lien Hotel; Saigon - Kim Lien Resort; Saigon Quang Binh Hotel; Saigon - Morin Hotel; Saigontourane Hotel; Saigon - Quy Nhon Hotel; Huong Sen Hotel; Yasaka - Saigon - Nha Trang Resort Hotel & Spa ; Hotel Saigon - Da Lat; Saigon - Ninh Chu Hotel.
32

Gii thiu trn trang web chnh thc ca Tng cng ty du lch Si gn:

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Min Nam c Caravelle Hotel; New World Hotel Saigon; Sheraton Saigon Hotel & Tower; Rex Hotel; Hotel Majestic Saigon; Grand Hotel; First Hotel Continental Hotel; Kim Do Royal City Hotel; Bong Sen Hotel Saigon ; Palace Hotel Saigon; Que Huong - Liberty 2 Hotel; Que Huong - Liberty 3 Hotel; Que Huong - Liberty 4 Hotel; . Ngoi Saigon Tourist, Cng ty THHH Nh Nc Mt Thnh Vin Du lch Dch v H ni (Hanoi Toserco) cng l mt doanh nghip nh nc, c thnh lp nm 1988 bi y ban Nhn dn thnh ph H ni.Qua thi gian pht trin, Cng ty c c nhng thnh cng to ln v lun lun l mt trong nhng cng ty l hnh hng u H ni v Vit nam. Quyt nh thnh lp ca Hanoi Toserco mang s 637 ngy 10 thng 2 nm 1993 ca UBND TP H ni. Khch sn Vit Nam thuc Hanoi Toserco l: Khch sn BSC (Kim M). Ngoi ra, 2 lin doanh khch sn H Ni (lin doanh vi Hng Kong) v Horison (Thuc tp on Swiss bel Thy S) cng trc thuc cng ty ny. Mt s khch sn Vit nam tiu biu

Riverside Hotel Saigon

Khch sn Riverside Si gn nm trn ng Quai des Belgiques c (nay l ph Tn c Thng, qun 1, thnh ph H Ch Minh) tin thn l vn phng ca The CARIC, mt cng ty vn chuyn ng st Php, c thnh lp t nm 1887. Sau nm 1975, khch sn thuc v cng ty vn ti Si gn, c s dng vo thi im ny nh l mt kho ru vang v mt cu lc b ca Seamen. Nm 1993, ti sn ban u (ch l mt ta nh 2 tng theo kin trc Php c) c thit k li v xy dng li thnh su tng, ph hp vi chc nng mi ca n l mt khch sn. Cc kin trc c in, khng ch c duy tr, m cn nng cao to ra mt v p c o trong hi ha vi v tr l tng lng mn ca sng Si Gn. S la chn ca cc m tp trang tr to ra c s i xng cn thit cho mt tin ca khch sn Riverside Si Gn. T nm 1998, The Riverside Khch sn thuc v Ngn Hng Si Gn cng thng, vi 73 phng tt c cung cp dch v lu tr ti khch doanh nhn cng nh khch du lch, nhm em li s tin li cao nht cho h khi ti Vit Nam ni chung v thnh ph H Ch minh ni ring.
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Trn trang web ca mnh, ban lnh o ca khch sn ch khim tn nhn mnh l mt khch sn 3 sao, song trn trang web gii thiu cc khch sn 5 sao tham gia chng trnh khuyn mi ln, kch cu du lch n tng Vit Nam (Impressive Vietnam) th khch sn Riverside, t ho l mt trong s t khch sn Vit nam ng trong danh sch.

Khch sn Qu Hng Liberty

Cng ty c phn Qu Hng - Liberty c thnh lp chnh thc t thng 7/1985, vi tn gi Khch sn Qu Hng - Liberty. Trong sut qu trnh xy dng v pht trin, khch sn khng ngng ci tin cht lng dch v, tin nghi, nng cao nghip v, cho n thng 9 nm 2004, khch sn Qu Hng - Liberty chuyn i loi hnh kinh doanh thnh Cng ty c phn Qu Hng - Liberty. Hin ti, chui khch sn Qu Hng c 6 khch sn (Qu Hng Liberty 1 ti Liberty 2, 3, 4, 6 v khch sn Metropole Qu Hng) vi 461 phng c trang b hin i, 2 nh hng tic ci ni ting ti Thnh ph H Ch Minh (nh hng Vn Cnh v ng), khu kinh doanh thng mi Thanh Th Plaza v khu du lch Madagui ti tnh Lm ng. Qua nhiu nm hot ng, chui khch sn Qu Hng khng nh thng hiu mnh trn th trng qua cc dch v cung cp phng ng tin nghi v gi cnh tranh kt hp vi vic duy tr cht lng ca dch v. Tt c cc phng u c trang b hin i vi nhng nt c trng ring bit v vi nhng tin nghi m khch du lch hng mong i. Khch hng ca chng ti c nhiu s la chn v m thc ti cc nh hng tng t c nhiu gii thng quc t nm bn trong khch sn.

Saigon Hotel
Khch sn Si Gn vi 100 phng ng tin nghi, tiu chun 3 sao, to lc ngay trung tm Qun 1, thnh ph Thnh ph H Ch Minh, gn ch Bn Thnh, nh ht, bu in, nh th,... thun tin tham quan, mua sm, gii tr,... Mi phng trang tr hin i, y tin nghi: my iu ha, truyn hnh cp, minibar,tr cafe, nc nng, nc lnh, bn tm, o chong,... C nh hng, minibar , karaoke, massage, phng hp, phng hi tho, quy bn hng lu nim, a n sn bay, cho thu xe,

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thu i ngoi t, t v my bay, tu la,... Saigon Hotel c cc loi phng sau: - Standard Room: 26m2, gi cng b l 79USD+/m phng n, 99USD+/m phng i, - Deluxe Room: 28m2, gi cng b l 89USD+/m phng n, 109USD+/m phng i, - Executive Deluxe: 32m2, c thm loi phng hng ra sng, gi cng b 99USD/m phng n, 119 USD/ m phng i - Saigon Suite Room: 48m2, c thm loi phng hng ra sng, 119USD/ m phng n, 139USD/ m phng i Tt c cc phng u c th lp thm ging gp vi mc ph 20USD.

Khch sn i Nam
L mt khch sn 3 sao tiu chun quc t, khch sn i Nam c 52 phng ng bi tr p, hin i, ph hp vi cc khch du lch cng nh cc khch tham d hi ngh, hi tho. Khch sn c c phng khng ht thuc dnh cho nhng ai c yu cu. 52 phng ca i Nam c phn lm 5 hng khc nhau, vi cc gi tin cng khc nhau: - Standard: 9 phng, 50USD++/m phng ging i; 55USD++/m phng 2 ging n - Superior: 20 phng, 60USD++/m phng ging i v 65USD++/m phng 2 ging n - Deluxe Suite: 20 phng, 70USD++/m phng ging i v 75USD++/m phng 2 ging n - Dai Nam Suite: 2 phng, 80 USD++/m phng ging i v 85USD++/m phng 2 ging n - Executive Suite: 1 phng duy nht, 120 USD++/m phng ging i v 130USD++/m phng 2 ging n Tt c cc phng u c th lp thm ging ph, vi gi 15USD. Khch c ba sng min ph, 2 chai nc khong thin nhin mi ngy, gim 10% cho n tra v n ti; gim 10% cho n mua ti snh ca khch sn; c dch v nhn

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fax min ph.

Khch sn Hong Anh Gia Lai Nng

Ta lc ti trung tm thnh ph nng ng, y sc sng mi, vi 23 tng cao nht Nng hin nay, Hong Anh Gia Lai Nng c nh gi l biu tng mi ca thnh ph ln nht min Trung. Hong Anh Gia Lai Nng t tiu chun 5 sao, cch sn bay quc t 1.5km cnh nhng khu mua sm, ca hng v trung tm thng mi sm ut. Khch sn c 180 phng ng tin nghi: superior, deluxe, v phng nguyn th vi khng gian rng ri, sang trng v y ng cc dng cn thit, gi phng dao ng t 120USD/m ti 400USD/m. Ngoi ra cn c khch sn Majestic Si Gn cng l mt khch sn 5 sao ca Vit Nam. Khch sn c thnh lp t nm 1925 di s qun l ca Php, sau khi nc ta ginh c c lp th n thuc v Tng cng ty du lch Si Gn (Saigon Tourist). Nm 2005, khch sn va t chc 80 nm thnh lp ca mnh. Khch sn c 154 phng t tiu chun quc t, cng chia hng tng t nh cc khch sn c vn u t nc ngoi khc, gi phng dao ng t 155 ti 415USD/ m; v mt lot cc h thng khch sn 1, 2 sao khc cng rt thu ht khch du lch bi.

2. V quy m v cp hng ca khch sn Vit Nam:

Phn ln khch sn Vit Nam c quy m trung bnh. S khch sn c t 20 100 phng chim trn 60%
33

. H Ni, thnh ph H Ch minh, Hi An, Hu,

Vng Tu, Nha Trang cn c khch sn quy m trn 100 phng, khch sn cc tnh thnh ph khc ngnh du lch cha pht trin, cha thu ht c khch quc t nhiu th ch yu l quy m nh. Vi mt h thng cc khch sn nh v trung bnh nh vy, cc khch sn nh nc v khch sn t nhn rt kh cnh tranh vi cc khch sn c vn u t nc ngoi. Vic nng cao cht lng v dch v cng khng n gin, c bit khi s lng khch tng ln, cc khch sn nh s gp nhiu cn tr trong vic n tip khch.
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Theo Bo co ca Tng cc du lch nm 2006, website ca Tng cc du lch

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V xp hng khch sn, ch tnh ring khch sn nh nc c trn 150 khch sn c xp hng, chim gn 50% s khch sn c xp hng trong c nc. Ch yu cc khch sn ca Vit Nam ch c xp hng 1 3 sao, mt s t khch sn xp hng 4 sao34. (Majesty Si Gn, Riverside Saigon Hotel, h thng khch sn ca tp on Hong Anh Gia Lai )

II.

Hot ng marketing ca cc khch sn Vit nam

Trc y do cung sn phm khch sn nh hn cu nn kinh doanh khch

sn khng c s cnh tranh gay gt, do vy c tnh trng chung l gi sn phm thng kh cao khng tng xng vi cht lng dch v. Cc khch sn trong nc ni chung v khch sn quc doanh ni ring u t quan tm ti hot ng marketing v thc s cha thu hiu ht khi nim v nhng ni dung ca n, ngn sch dnh cho cc hot ng ny khng c hoc khng ng k, cha c b phn chuyn trch v i ng nhn vin marketing chuyn nghip nn hu ht cc khch sn cha c chin lc marketing r rng. Trong mt vi nm tr li y, nht l ng trc s gia nhp ca Vit Nam vo T chc Thng Mi Th gii (WTO) nm 2007, cnh tranh th trng tr nn gay gt, tc dng khch quc t n nc ta tng trng chm v c nguy c gim st, cc doanh nghip mi quan tm n hot ng marketing.

1. nh gi vic nghin cu marketing, phn on th trng, la chn th trng mc tiu v chin lc marketing
V nghin cu marketing v phn tch th trng: Nhn chung cc khch sn c b phn marketing u bc u ch n nghin cu marketing, phn ln l nghin cu marketing chuyn bit nh nghin cu khch hng, phn on th trng, nghin cu marketing hn hp. Tuy nhin ch yu ch l nghin cu qua cc ngun d liu th cp (Research on desk) thng qua cc bng hi trao tn tay, hoc do b phn l tn phng vn khch sn khi khch s dng dch v ca h. Nhng cch thu thp ny thng a ti cc kt qu cha y , thiu h thng.

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Theo Bo co ca Tng cc du lch nm 2006, website ca Tng cc du lch

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Vo nm 2006, 80,57% khch sn nghin cu nhu cu th trng; 57.35% nghin cu cnh tranh; 69.19% nghin cu v khch hng; 61.14% nghin cu pht trin cc dch v; 50.24% nghin cu qung co. 35 Cc phng php nghin cu khch sn s dng thng ging nhau: phng vn trc tip, th t, qua in thoi, bng cu hi trao tn tay hay mt s phng php khc. Vic nghin cu thc nghim hu nh cha khch sn no thc hin. Ti mt s khch sn H Ni, thnh ph H Ch Minh v Qung Ninh: tuy cc khch sn c ch trng ti nghin cu marketing song nghin cu khi qut th trng, nghin cu xu th, nghin cu marketing mc tiu vn cha c tin hnh. Nhiu khch sn, c bit l cc khch sn va v nh giao vic ny cho b phn l tn, ni dung cc vn cn tm hiu li ch yu xoay quanh mc tha mn ca khch ch cha quan tm ti xu hng v pht trin sn phm dch v mi. V phn on v la chn th trng mc tiu: a s cc khch sn Vit nam u c quan tm ti vic phn on th trng, mt s khch sn nh th cha c chin lc marketing nn cng khng tin hnh phn on th trng. Cc khch sn c phn on thng chn t 2 n 3 tiu thc phn on khc nhau, tiu thc c s dng nhiu nht l theo a l v theo mc ch chuyn i. Tiu thc tm l khch hng, dn s hc v hnh vi ng x vn t c s dng. V xy dng, la chn cc chin lc marketing: Phn ln cc khch sn Vit Nam la chn chin lc marketing phn bit, cng c khch sn s dng chin lc tp trung, v chin lc marketing khng phn bit th t nht. Ngay c vi cc khch sn s dng chin lc marketing phn bit, vic xy dng chin lc marketing mix cho tng phn on th trng ch khc nhau ch yu v gi nhng li t quan tm ti cht lng dch v dn n tnh trng khng cn xng gia mc gi v cht lng dch v.

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Theo thng tin ti Hi tho Marketing khch sn ng cp chm sc chuyn nghip, t chc thng

12/2008 ti trng H Thng Mi thnh ph H Ch minh, http://prclub.com.vn/forum/index.php?showtopic=11580

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2. nh gi yu t marketing mix: 8P
2.1 Chnh sch sn phm (Product)
Cng nh cc khch sn khc, cc sn phm chnh ca cc khch sn Vit nam c th chia thnh 3 nhm sau: - Dch v lu tr: y l dch v ch yu ca cc khch sn. Nhn chung cc khch sn Vit Nam u phn lm nhiu loi phng vi cc mc gi khc nhau tha mn nhu cu a dng ca khch t cc phng tiu chun n cao cp ty vo v tr, din tch v tin nghi. Cc phng loi trung bnh tr ln cc thnh ph ln u c trang b v tuyn, bnh nc nng, t lnh, Cc khch sn c th hng thp thng ch c 1 hoc 2 loi phng. Ch c cc khch sn ln mi thc s a dng cc loi hnh lu tr, lm cho dch v ny bt n iu v p ng c phn no nhu cu a dng ca khch. Nhiu khch sn c a th p (gn h, gn khu ph c) li cha khai thc c li th t nhin ny lm phong ph thm dch v ca mnh trong cc trn gi cung cp cho khch. (Khch sn Lan Anh H Ty s dng phng quay ra h lm phng lm vic v bp nu nng, y c xem l s lng ph rt ng tic) - Dch v n ung: Dch v ny thng mang li hiu qu thp t thu ht c khch bn ngoi vo n. Gn y nhiu khch sn tp trung khai thc v phc v cc ba tic ci tng thm doanh thu. Ngoi mt s khch sn c th hng cao thng c cc thc n kh phong ph v c cc phng n khc nhau phc v theo khu v ca cc nc Chu u hoc Chu , cc phng n c sn theo truyn thng, dn tc Vit Nam. Cc khch sn cn li thng c cc thc n hn ch, ch c mt phng n chung. Nhn chung sn phm n ung trong cc khch sn Vit Nam hin nay khng cnh tranh c vi cc nh hng chuyn v dch v n ung c v yu t gi c, cht lng mn n v cht lng trong phc v. Nhiu du khch d trong khch sn song n ung li bn ngoi lm cho cc khch sn mt i mt ngun thu ng k. l thc t din ra cc khch sn 1-2 sao nh khch sn Nguyn Khuyn (H Ni); H con Ra (thnh ph H Ch minh); Hu 1, Hu 2 (Hu). Thc n cn

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nhm chn, gi c thiu hp l dn ti vic khch ra ngoi n. - Cc dch v b sung khc: nhng nm gn y a s cc khch sn Vit Nam quan tm khai thc cc dch v ny tng doanh thu v tha mn cc nhu cu ca khch. Nhn chung trnh kinh doanh cc dch v ny cn mc thp, t trng doanh thu t cc dch v b sung trong khch sn trung bnh ch khong 10% trong tng s doanh thu ca khch sn. 36 Ti khch sn Qu Hng, th gin v gii tr, khch hng c th tham gia nhng hot ng tiu khin c sn ti khch sn nh: th dc, bi li, bar, ct tc, massage v khiu v. Hay nh khch sn Si gn c nhng sn phm sau trong gi dch v ca mnh: Nh hng Saigon-Paris 300 ch, ta lc ti lu 9 ca khch sn Si Gn. Ti y, Qu khch c th ngm nhn khung cnh tuyt p ca trung tm thnh ph, c th nhn thy c bn Bch ng t trn cao. Phng hp 250 ch ngi, rt thun tin cho cc hi tho, hi ngh khch hng. 05 phng Karaoke trang b hin i, ni tht trang nh, m thanh tuyt ho. Phng Massage Sauna phc hi sc kho, em li s th gin sau gi lm vic. Trong nhng nm gn y cc khch sn nhn thc c li ch ca vic cung ng cc dch v trn gi cho khch trong khch sn nng cao doanh thu v tha mn cc nhu cu a dng ca khch. Tuy nhin do kh khn v vn u t, do khng c thit k t u, do mt bng cht hp, li thiu kinh nghim v trnh qun l nn cc dch v ny cn nhiu hn ch v kh lc hu so vi khch sn lin doanh v khch sn ca cc nc trong khu vc nn hiu qu kinh doanh cn thp.

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Theo thng tin ti Hi tho Marketing khch sn ng cp chm sc chuyn nghip, t chc thng

12/2008 ti trng H Thng Mi thnh ph H Ch minh, s liu nm 2006 http://prclub.com.vn/forum/index.php?showtopic=11580

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2.2 Chnh sch gi c (Price)

Gi kinh doanh va l yu t chin lc va l chin thut m bo tnh kh thi cho cc mc tiu ca doanh nghip. Thc t trong vi nm tr li y cc khch sn trong nc phi h gi phng thu ht khch do vy nh hng rt ln n doanh thu v li nhun ca doanh nghip. Kt qu kho st ti cc khch sn c thu ht khch quc t cho thy rng: cc khch sn ny u chu sc p yu cu h gi ca cc cng ty l hnh vn chuyn cao, sn phm du lch c sc cnh tranh thp do vy cc doanh nghip l hnh mun gim tour phi p gi vi cc khch sn. Nhn chung cc khch sn khng c vn u t nc ngoi nc ta c gi thp hn so vi gi ca cc khch sn lin doanh v so vi gi phng khch sn ca cc nc trong khu vc. Tuy nhin do s phn b khch sn khng ng u nn gi phng cc khch sn cc khu ngh mt theo ma v li rt cao. Bng bo gi p dng cho giai on 2009 ca khch sn Tn Hi Long (Thnh ph H Ch Minh), khch sn vi tiu chun phng ng v cung cch phc v 3 sao: Loi phng Gi cng b Gi hp ng (USD/Nett) n Superior Deluxe Preminium Deluxe Tan Hai Long Suite Thm ngi lu tr US$ 12+ 10 US$ 50+ US$ 55+ US$ 70+ US$ 80+ i US$ 55+ US$ 60+ US$ 75+ US$ 85+ n/ i 38 44 55 70 Gi khuyn mi (01/05/09 31/08/09) n/ i 35 40 55 60

Gi trn bao gm n sng Buffet, VAT v 5% ph phc v; Thm ngi

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lu tr c khuyn mi t loi phng Premium Deluxe tr ln; Min ph tin phng (khng bao gm n sng) cho 1 tr em duy nht di 12 tui ng chung ging vi b m. Trong kinh doanh du lch, cc doanh nghip cng tham gia to ra sn phm du lch ph thuc rt nhiu vo nhau trong hot ng marketing, trong c chnh sch gi, vic xy dng chnh sch gi ca cc khch sn vi cc hng l hnh trong thc t khng to iu kin tt cho nhau trong kinh doanh. Vic gim gi dn ti hin tng khch tr gi, lm mt uy tn ca ngnh du lch nc ta, ngi lao ng, nh u t u ht sc thit thi, ngi c li nht ch l cc cng ty l hnh nc ngoi, nhng cng khng lm tng lng khch n Vit Nam. Do bung lng qun l nn trong nhng nm qua c hin tng cc khch sn t nhn, k c nhiu khch sn nh nc n khch nhng khng ng k trc 11h m trn thuiu lm mt cn i mt bng gi chung v lm cho khch hng thiu tin tng. Tm li chnh sch gi ca cc khch sn cha c coi trng y , vn cn thiu nhng nh hng lu di v nhng chin thut thch hp. Tuy l thi gian gn y c bc u ci thin, song vn cn thiu linh hot trong vic vn dng, a ra cc mc gi. Cc mc gi mi cn mang tnh p t, cha nghin cu ti cc yu t cnh tranh lu di, quan h cung cu, v cc yu t khc trong thnh phn ca marketing mix. iu lm gim ng k hiu lc ca chin lc marketing mix ca cc doanh nghip.

2.3 Chnh sch phn phi (Places)

Phn ln cc khch sn nh nc khc ch mi hi t c yu t do li ch quc gia mang li (li th a l ca Vit Nam, iu kin an ninh x hi m bo) do vy lng khch n khng n nh. Yu t quyt nh lng khch ti, m bo cung cp u n khch hng cho khch sn l uy tn, k thut phc v cao khch hng t tm n nhiu th li cha c. Hin nay tr mt s khch sn thuc cc cng ty du lch ln nh Saigon Tourrist hay Cng ty Du Lch H Ni, c mng li phn phi rng khp c nc v mt s th trng trng im nc ngoi cn i a s khch sn ni a khc
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khng c c iu kin ny nn lng khch hn ch, khng n nh. Trong nm 2009, 37 doanh nghip l hnh quc t ln, 61 khch sn 3-5 sao, 3 hng vn chuyn v 14 ca hng mua sm "bt tay" cam kt tham gia chin dch n tng Vit Nam: gim gi 30-50% cho 99 tour du lch in hnh ht khch quc t v thc y du lch ni a. Trong s 99 tour gim gi tiu biu nht ca Vit Nam, c 32 tour dnh cho khch n t Php v Ty u, 17 tour cho khch Australia v New Zealand, 19 tour cho khch ASEAN, 27 tour cho khch Trung Quc v 4 tour cho khch Nht Bn. Chng trnh gim gi bt u t 5/1/2009 n ht thng 9/2009. D kin n thng 3, cc doanh nghip s trin khai t hai ca chin dch vi quy m rng hn. Vi chng trnh siu khuyn mi ny, ngnh Du lch Vit Nam ang hy vng thc hin mc tiu nm 2009 l n 4,5 triu khch du lch quc t n Vit Nam v 22 triu lt khch du lch ni a. Khc vi du lch Thi Lan c Chnh ph ti tr mt s tin ln khi qung b, gim gi khch sn, tour du lch, cc doanh nghip Vit Nam phi t n lc bng sc ca chnh mnh. H chp nhn hy sinh li ch, v cng l tn ti c, khi gim ti 30-50%, thm ch l 70% gi tour.37 y c coi l mt bc tin ln khi cc cng ty du lch v khch sn kt hp vi nhau thc hin c chin dch phn phi mt cch hiu qu nht. Cc doanh nghip t cn nhc tim lc, uy tn ca mnh tham gia chin dch gim gi ln ny, bi mi tour l mt sn phm lin dch v. Bn cnh , cc doanh nghip Vit Nam lu nay vn cha c t duy gim gi. Do vy, sau ln gim gi ny chng ta hy vng cc doanh nghip s quen v dn hnh thnh vn ho gim gi.38 Mt k hoch qung b c thc hin ngay sau khi chng trnh Impressive Vit Nam c cng b, m rm r nht v ngay t 5-12/1, l ti Din n du lch ASEAN v hi ch Travex, din ra H Ni. Trang web ring ca chin dch - promotours.gov.vn - cng lin tc cp nht thng tin v ng link c ni ti cc tour khuyn mi trn website ca cc doanh nghip cam kt tham gia.
37 38

Theo ng V Th Bnh, V trng V l hnh, pht biu trn Vietnamnet vo ngy 6/1/2009 Theo ng V Th Bnh, V trng V l hnh, pht biu trn Vietnamnet vo ngy 6/1/2009

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Qua t gim gi ny, Tng cc Du lch cng lu cc doanh nghip hng ti kch cu du lch ni a bng cch khuyn khch h xy dng cc chng trnh khuyn mi dnh ring cho khch trong nc, c bit l trong dp Tt K Su 2009, Ngy quc t Lao ng 1-5 v Quc khnh 2-9. Trong chin dch ny, cc doanh nghip tham gia s nhn c nhiu u i - m Tng cc Du lch ang kin ngh ln Chnh ph, nh: hon thu GTGT cho khch du lch, gim thu VAT t 10% xung cn 5%; cho tt c cc doanh nghip kinh doanh inbound 39 ( gim 30% thu thu nhp Doanh nghip v gin thi hn np 9 thng... ; ng thi, cc c quan chc nng c gng xem xt to iu kin du khch a xe vo Vit Nam; B GTVT ch o cc n v cng khai gi, kim tra, x l nghim vic taxi "d" la khch; B Cng Thng thu gi in, nc ca cc khch sn theo gi sn xut, kinh doanh; B Cng an ci thin th tc cp visa v cho php khch sn c m ca dch v gii tr n 2h sng (thay v 12h m nh hin nay)). Ln u tin, cc doanh nghip du lch c mt s phi hp cht ch vi nhau. y l gii php ti u nht trong thi im khng hong kinh t din ra trn ton th gii nh hin nay, trnh tnh trng mi doanh nghip mt gi. S chung sc xy dng nhng sn phm du lch cnh tranh hp dn chnh l ao c ca ngnh by lu, nay mi thc hin c.40

2.4 Chnh sch xc tin, qung co (Promotion)

Kt qu kho st v nghin cu ti cc khch sn nh nc cho thy rng cc khch sn u c qung co thng qua cc phng tin thng tin i chng khc nhau. Tt c cc khch sn u c cc tp sch, t ri qung co, tuy nhin cc tp sch, t ri ny cn cha tun theo nhng nguyn tc nht nh, thng qu rm r, nhiu ch, mu sc le lot v cha thc s thu ht. Ni dung qung co mi ch tp trung gii thiu sn phm sn c, t quan tm nghin cu sn phm mi, gi m nhu cu th trng, thiu tnh nh hng
39

Inbound : a khch nc ngoi ti thm Vit Nam. Ngc li vi kinh doanh outbound: a khch Vit Theo ng Trn Chin Thng, th trng b Vn ha Thng tin, pht biu trn Th gii Vit nam, c

Nam ra nc ngoi du lch

40

quan ngn lun trc thuc B Ngoi giao ngy 6/1/2009 http://www.tgvn.com.vn/Item/VN/DuLich/2009/1/AF6353A7747276B1/

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Vic s dng cc cng c khc ca xc tin nh tuyn truyn, quan h vi cng chng cn ht sc hn ch. Ch c cc khch sn lm n c hiu qu nh khch sn H Long 1 v H Long 2 tnh Qung Ninh; khch sn Kim Lin, Dn Ch, Ha Bnh, Thng Li H Ni; khch sn Ha Bnh tnh Ha Bnh, khch sn Hng Giang thnh ph Hu; khch sn Bn Thnh, Cu Long thnh ph H Ch minh s dng kh tt cng c ny khuych trng khch sn ca mnh. Tuy nhin nhiu khch sn cha hnh thnh mt chnh sch r rng do vy nhn vin rt kh trong thc hin thng phi xin kin lnh o nn khng linh hot trong ng dng. Cc hnh thc khuyn mi khc t c cc khch sn nh nc s dng v cng t hn cc khch sn t nhn thiu vn. Ngoi ra th vic duy tr cp nht thng tin trn website qung b doanh nghip cn cha c thc s ch trng. Ti Saigon Hotel (80 L Thng Kit, H Ni), 1 khch sn c bit n nh l "Ngi nh mu trng gia thnh ph xanh", khch sn Si Gn t ho l mt trong nhng khch sn u tin ti H Ni nhn c chng nhn khch sn 3 sao theo ng cp quc t, m bo y cc tin nghi hin i. Tuy nhin, website, ni m nhiu khch hng gh chn u tin, c bit l cc v khch hng kh tnh mun kim tra k cng thng tin vo thi bui hin i nh by gi, li thiu cp nht mt cch nghim trng. Thng tin khuyn mi gim 25% gi phng cho on khch i trn 10 ngi p dng t dp Noel v Tt dng lch vn cn trn u ca trang web vo thi im thng 5/2009. Gi phng cng b ti thi im thng 12/2008 (Cha gim 25%) n Standard Superior Deluxe Suite 69++ 79++ 99++ 129++ Phng i 89++ 99++ 119++ 149++

Trang web ca Saigon Halong hotel (http://www.saigonhalonghotel.com) cn km hp dn, thng tin cha cp nht. Phn gii thiu v cng ty cng cha y ,

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khng xng ng vi tm c khch sn 3 sao ca mnh. Thng tin khuyn mi cng khng c, phn t phng thng xuyn gp vn do li k thut (th khng ti ni do sai a ch, mng ch b ngt dn n nh tr c website) 2.5 Yu t con ngi (People) i ng lao ng trong cc khch sn nh nc c ci to t nhng c s c, a s t cc ngnh ngh khc chuyn sang nn thiu kin thc chuyn mn ln tui, o to v o to li cha c ch trng nhiu, ch i ng thp, hn na do c s hn ch trong tuyn chn, sng lc v ch yu cha quan tm n qun l lao ng, tc phong cng nghip, km hiu bit v dch v, km nng ng, t thch nghi v theo kp yu cu ca c ch th trng nn cha to c sn phm dch v c cht lng cao. Phn ln cc khch sn tm cch khon dch v cho cc i tng ny, trc mt c th to ra vic lm cho h song v lu di rt c hi do cc dch v manh mn, khng ch trng n dch v tng th, s mt khch v lu di. 2.6 Quan h i tc vi cc doanh nghip khc trong ngnh (Partner) Hin nay phn ln cc khch sn nh nc quan tm thit lp quan h i tc ny, song mi quan h i tc ch yu mi ch dng li vic cung cp khch hng cho nhau, c n gn 80% cc khch sn c iu tra coi quan h i tc l ngun cung cp khch ch yu cho mnh, song cc khch sn cha quan tm nhiu n quan h i tc trong hu cn, thanh ton cc cc mt khc. ng trc tnh trng cnh tranh gay gt, cc doanh nghip du lch nh nc H Ni cam kt cung cp dch v cho nhau vi gi u i, khng h gi qu thp iu em li thun li kh ln cho cc khch sn nh nc. 2.7 To sn phm trn gi v quy trnh phc v (Package and Process) Vic thu ht khch vo cc khch sn cn ph thuc phn ln vo s a dng cc dch v cht lng cung cp cho khch. Cc khch sn ca Vit nam cha thc s quan tm n vic to sn phm trn gi cho khch, ch c mt s khch sn nh nc c quy m ln cng vi vic trang b c s h tng hin i, ng b, cc dch v phong ph nh cung cp thng tin thng mi, du lch, a n khch,

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git l qun o, t mua v my bay, tu xe, i tin, cc dch v hi ngh, hi tho, cc dch v sc khe, th thao phn ln cc khch sn khc cn dng li cung cp mt vi dch v c bn v b sung n iu khng tha mn c nhu cu ca khch. i vi cc khch sn c c gng a dng ha dch v th li cha quan tm n quan h vi cc n v bn cung cp cho nhau vi gi u i Vic lp chng trnh i i vi vic to sn phm trn gi khch sn c th t lm trong phm vi ca mnh hay c s lin kt vi cc cng ty l hnh. Ti khch sn Kim Lin H Ni v mt s khch sn nh nc khc ch trng khai thc khch du lch l hnh, h xy dng cc chng trnh du lch phong ph, hp dn a khch i tham quan cc danh lam thng cnh, di tch vn ha-lch s ng thi lin kt cht ch vi cc cng ty l hnh trong nc v quc t hnh thnh nn mng li kinh doanh rng khp. Nh khch sn Kim Lin c cc sn phm sau c coi l trn gi cung cp ti khch hng: Du Lch Kim Lien Holidays thc hin cc chng trnh tour trong v ngoi nc; cc dch v xut nhp cnh, visa v gia hn visa; Business Center phc v qu khch vi h thng mng my tnh hin i, cung cp cc dch v truy cp Internet tc cao ( ADSL): E-mail, Chat v cc dch v th k: nh my, photocopy, fax, in n, dch thut ; i xe du lch vi li xe chuyn nghip, nhit tnh v mn khch.

III.

Bi hc kinh nghim rt ra t cc khch sn c vn u t nc ngoi trong t chc hot ng marketing 1. Phn tch thi c marketing
Thi c marketing l yu t cc khch sn ca Vit nam cn yu trong vic

nm bt c n trong khi cc khch sn c vn u t nc ngoi lm rt tt vn ny. Mt s bin php em xin a ra h tr cc khch sn trong vic phn tch thi c kinh doanh nh sau:

Phn tch mi trng marketing

thch ng vi mi trng bn ngoi, cc khch sn ca Vit Nam trong vng cn phi thng xuyn (t nht mi nm 1 ln) phn tch nhng thay i v xu
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th ca cc nhn t c tc ng n kt qu marketing ca mnh. Cc khch sn cn phi hon thin c ni dung v k thut phn tch cc nhn t mi trng marketing ch yu nh: cnh tranh, kinh t, chnh tr - php lut, vn ha x hi v dn s, cng ngh. m bo c tnh cp thi, khi phn tch cn phi lm r s thay i v xu hng pht trin ca cc nhn t, c bit phi ch ra hng v cng tc ng ca chng n kt qu marketing ca khch sn. Ty theo iu kin c th, tng khch sn phi t nghin cu tm ra k thut phn tch thun tin v hiu qu nht.

Phn tch i th cnh tranh ch yu

Tim lc v nhng ng thi trong hot ng marketing ca cc i th cnh tranh trc tip v ch yu cng phi c nghin cu, phn tch thng xuyn. Cc i th cnh tranh ca khch sn Vit Nam nh ni khng ch gm chnh cc khch sn m c cc khch sn c vn u t nc ngoi v c cc loi hnh sn phm thay th du lch. Cc khch sn cn bit nm vn v i th cnh tranh l: Ai l i th? Chin lc h th no? Mc tiu h l g? Cch thc phn ng ca h ra sao? Thng tin ny gip ch g cho doanh nghip trong hoch nh chin lc marketing ca mnh?

Phn tch th trng:

Bao gm phn tch khch hng qu kh v khch hng tim nng, nhm hiu r tha mn tt nht nhu cu lun thay i ca khch hng, ng thi pht trin th trng ca khch sn. Vic phn tch khch hng qu kh l vn sng cn ca cc doanh nghip. Cc doanh nghip ny cn tm cu tr li khch quan cho cc cu hi sau: Ai l khch hn qu kh ca khch sn? Nhng khch hng qu kh ny mun tha mn nhng nhu cu g? H sng v lm vic u? Khi no h mua sn phm ca khch sn? Cch thc h mua? S lng khch hng qu kh l bao nhiu? S lng mua lp li? Khch hng qu kh cm nhn v khch sn v cc i th trc tip ca khch sn nh th no? Phn tch khch hng tim nng cng l vic cn lm thng xuyn tm ra cc ngun khch mi cho khch sn. Cc bc nghin cu khch hng tim nng

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cng tng t nh nghin cu v khch hng qu kh. Nhim v ca nhng ngi lm marketing l phi hiu c iu g ang xy ra trong thc ca ngi mua trong khi cc tc nhn bn ngoi vn ang tc ng vo h v tm cch tr li cho cc cu hi sau: Nhng yu t no ch yu nh hng ti hnh vi mua ca khch? Ngi mua thng qua quyt nh mua th no?

Phn tch sn phm dch v:

Bao gm vic phn tch cc yu t to ra dch v, nh gi u, nhc im, sc cnh tranh v mc tha mn khch hng ca sn phm dch v.

Phn tch a bn hot ng:

thch ng vi nhng thay i din ra thng xuyn v c nh hng trc tip n kt qu marketing ca mnh, doanh nghip khch sn cn phi phn tch mt cch cp thi nhng thay i v xu th ca sc hp dn v cc nhn t mi trng marketing a bn hot ng trong phm v hp hn (khi du lch).

Phn tch v th v hiu qu marketing:

Bao gm nh gi hiu qu ca cc chng trnh marketing trin khai v v th t c trn th trng mc tiu.

2. Xc nh th trng mc tiu
Phn on th trng:
bc ny, trc ht khch sn phi nghin cu la chn cc tiu thc v phng php ph hp, nhm t hiu qu phn on cao nht. nng cao sc cnh tranh v tha mn khch du lch tt hn, cc khch sn nh nc cng nh khch sn t nhn ca Vit nam nn la chn phng php phn on 2-3 giai on v s dng kt hp 2-3 tiu thc trong s cc tiu thc phn on c bn l: a l ; nhn khu ; mc ch chuyn i. Vic la chn phng php v tiu thc phn on c th phi da trn c s p ng cc yu cu phn on th trng nu trong chng 1 v yu cu c th cho chnh khch sn t ra. Sau khi phn on, khch sn cn phi nu c mt cch khi qut v nhng

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c im c bn ca tng on th trng (v doanh thu, li nhun d kin; nhu cu, c tnh, thi , hnh vi mua ca khch v mc cnh tranh) lm c s cho vic nh gi v la chn bc tip theo.

La chn th trng mc tiu:

Cn c vo d bo xu hng pht trin ca th trng khch du lch, nh hng chin lc pht trin th trng ca vng v ton ngnh, cng nh cn c vo chin lc p ng th trng v iu kin c th ca mnh, khch sn s quyt nh la chn mt hoc mt s on th trng mc tiu tp trung n lc marketing vo khai thc mt cch hiu qu nht. Bc ny c hai ni dung: nh gi mc hp dn ca tng on th trng v la chn th trng mc tiu. Mc hp dn ca mi on th trng cn phi c nh gi khch quan qua cc ch tiu doanh thu v tc tng doanh thu, mc li nhun d kin t c, mc cnh tranh, c tnh khch hng, chi ph marketing v.v Thng thng khng c on th trng vt tri v tt c cc mt trn nn cn cn nhc trong tng th cc ch tiu khi nh gi s hp dn ca cc on th trng. Khch sn s la chn chin lc marketing theo phn on th trng trn c s xem xt cc yu t sau y. - Ngun lc ca doanh nghip: Nu kh nng ti chnh, c s vt cht, lao ng ca khch sn cn hn ch th la chn chin lc th trng mc tiu n hoc chin lc marketing tp trung l hp l. Ngc li, khch sn c th la chn chin lc marketing tp trung hoc chin lc marketing ton din nu c ngun vn ln, l iu m cc khch sn c vn u t nc ngoi thng p dng. - Tnh ng nht ca sn phm: Chin lc marketing khng phn bit thch hp vi nhng sn phm ng nht hoc p ng c nhu cu chung ca th trng tng th; trng hp ngc li th nn p dng cc chin lc marketing phn bit. - Thi gian xut hin trn th trng ca sn phm: Nguyn tc chung l giai on trin khai sn phm th hn ch chng loi v
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loi dch v, la chn chin lc marketing khng phn bit hoc tp trung. Khi trin khai sn phm trn th trng c sn phm tng t hoc khi sn phm chuyn sang giai on chn mui th c th p dng chin lc marketing phn bit. - La chn v th mong mun ca khch sn. V nguyn tc, khch sn c th xc nh v th theo mt trong hai hng c bn sau: o nh v bn cnh i th cnh tranh v tm cch tng t l chim lnh th trng: Khch sn ch nn nh v theo hng ny khi cm thy c kh nng sn xut dch v tt hn i th, th trng ln khch sn v cc i th cng khai thc, khch sn c tim lc mnh hn i th, hoc v tr ny thch hp vi s trng khch sn. o nh v khc hn cc i th cnh tranh: Hng nh v ny s cho php khch sn c c li th cnh tranh, nu p ng c cc iu kin nh: c kh nng to ra sn phm khc bit hoc vt tri v cht lng so vi sn phm cnh tranh, chi ph sn xut cho php nh gi hp l v c tp khch hng ln a thch sn phm ca mnh. Sau khi quyt nh v nh v, khch sn cn phi la chn bin php marketing-mix ti u nhm to dng v duy tr v th la chn.

3. Chin lc marketing mix

3.1 Chnh sch sn phm: V danh mc sn phm dch v:
- i vi cc khch sn qui m va v ln, cht lng kh v cao cp nn xy dng danh mc sn phm dch v theo hng a dng ha v m bo tnh ng nht hp l, c th thoi mn ti a nhu cu ca khch. (chin lc marketing ton din). - i vi cc khch sn qui m va v nh, cht lng trung bnh nn tng tnh ng nht ca danh mc sn phm dch v, c tha mn tt nht nhu cu ca mt hoc vi on th trng mc tiu (theo chin lc th trng mc tiu n

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hoc chin lc marketing tp trung). - Cc khch sn qui m nh, cht lng thp (cha c xp hng) nn xy dng danh mc sn phm dch v n gin, gm dch v lu tr v mt vi dch v cn thit c lin quan khc, mi loi dch v ch nn c mt mc cht lng, c th tha mn nhu cu thit yu (ngh ngi yn tnh, sch s, thun tin v an ton) ca khch hng c kh nng thanh ton thp, c nhu cu lu tr di ngy hoc vo lc cao im. - Cc khch sn cn thay i linh hot cc danh mc sn phm dch v cho ph hp vi nhng thay i ca th trng, mi trng cnh tranh, cc giai on ca chu k sng sn phm v thi v du lch trn a bn, gp phn lm tng sc hp dn cho chuyn du lch v tha mn nhu cu ca khch.

V pht trin sn phm dch v mi

Ty theo iu kin c th, cc khch sn cn nghin cu pht trin sn phm mi theo cc hng chnh sau y: - Thay i cc yu t ca dch v nhm to ra hp dn mi, nng cao cht lng v to ra s khc bit ca sn phm. y l hng pht trin rt a dng, linh hot, hiu qu, khng c gii hn v mi khch sn u c th lm c. V d: nng cp c s vt cht hin c, to ra phong cch phc v mi gy n tng mnh vi du khch v.v - To ra li ch mi cho sn phm. V d, cc khch sn cht lng trung, cao cp c th thay i qui trnh, thi gian v a im cung cp mt s dch v tha mn khch hng tt hn nh: phc v khch n ung ti phng ng theo thi gian yu cu, m ca Trung tm dch v khch sn 24/24 c th phc v khch bt c lc no c nhu cu, thay i th tc v qui trnh t phng theo hng gia tng s thun tin v kh nng la chn cho khch m vn m bo yu cu chc chn - B sung dch v mi hoc h thng dch v mi tha mn nhu cu thay i ca khch hng qu kh v thu ht khch hng tim nng. Dch v hoc h thng dch v mi c th c trin khai theo hai hng: mi hon ton trn th trng hoc mi i vi khch sn. Hng th nht t khi xy ra v thng ch c thc hin cc khch sn hoc tp on khch sn c tim lc rt mnh. Cn
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hng th hai din ra kh ph bin trong thc t. V d: thng xuyn b dung dch v ngoi vi mi cho sn phm dch v hin c (nh dch v gii tr, th thao, dch v bo thc, mua v vn chuyn khch); hoc trin khai kinh doanh cc chuyn du lch trn gi trong phm vi a bn hot ng tha mn nhu cu nhu lch ca khch i l ang ngh khch sn v.v

3.2 Chnh sch gi: V cc yu t nh hng n quyt nh gi:

Cc yu t bn trong gm: - Mc tiu marketing v mc tiu chnh sch gi: Vi cc khch sn cn ang c cng sut s dng phng thp (di 50%) cn xc nh mc tiu c bn cho chnh sch gi l ti a ha khi lng tiu th sn phm hoc doanh thu. Cc khch sn cht lng cao v cc trung tm du lch ln trong vng nn la chn mc tiu ti a ha li nhun hoc dn u v cht lng, nhm duy tr u th trong thu ht khch du lch c kh nng thanh ton cao, bng sn phm dch v ng b cht lng cao v c o, c bn vi gi cao. Ngoi ra, trong nhng tnh hung c th v cc giai on khc nhau, cc khch sn c th la chn nhng mc tiu khc nh tn ti, dn u v th phn. - H thng marketing mix: Cc quyt nh thuc h thng marketing mix u c nh hng ln nhau. Bn cnh , vic xc nh v th trc cng s chi phi hng tc ng gia cc quyt nh trn. -Chi ph: Gi c, chi ph v li nhun l nhng yu t c lin quan vi nhau. Cc khch sn ca Vit Nam cn phi nhn thc r nt khi xem xt nh hng ca chi ph n quyt nh v gi dch v. Cc khch sn cn phi phn tch mi lin h gia chi ph v mc tiu th trong iu kin c th ca mnh xc nh mc gi (lin quan n chi ph) sao cho khi lng tiu th ha vn khng vt qua cng sut s dng phng trung bnh ca cc khch sn trn a bn hoc trong ngnh.

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-T chc vic nh gi: nng cao hiu lc ca cc quyt nh v gi v lm cho gi tr thnh mt cng c hu hiu, uyn chuyn nht trong marketing mix, cp qun tr cao nht ca khch sn ch nn quyt nh mc tiu v cc chin lc gi cho di hn, cn cc quyt nh gi chin thut c th giao cho trng phng marketing hoc trng cc b phn sn xut v bn hng ch ng x l trong phm vi cho php. Cc yu t bn ngoi gm: -Th trng v nhu cu: Khi nh gi, khch sn cn phi xem xt mi tng quan gia gi c v mc cu s thay i nh th no theo cc loi th trng khc nhau (cnh tranh thun ty, c quyn), theo s cm nhn v gi ca khch hng v cc phng php o lng n. -Cnh tranh: Gi c ca i th cnh tranh v phn ng ca chng i vi chin lc gi ca khch sn cng l nhng yu t bn ngoi cn phi xem xt khi quyt nh gi. Nu cht lng sn phm ca khch sn tng t nh sn phm ca cc i th cnh tranh th nn nh gi st vi gi ca chng. Cn nu sn phm ca khch sn vt tri v cht lng th cn phi nh gi cao hn hn. Cch nh gi nh vy va m bo s cnh tranh lnh mnh, va tng cng s hp tc gia cc khch sn trong vic gi n nh gi th trng. -Cc yu t mi trng khc: Cc yu t kinh t v m nh lm pht, tng trng, suy thoi, tht nghip, li sut u c nh hng n chi ph v cm nhn ca khch hng v gi. Ngoi ra, phn ng ca cc nh phn phi, nh cung ng dch v, nhng qui nh, iu lut v gi ca nh nc cng phi c xem xt khi nh gi.

Hon thin cc chin lc nh gi:

-nh gi cho sn phm mi Ty theo iu kin c th, cc khch sn nh nc trong vng s la chn mt trong hai chin lc c bn sau: nh gi nhm ht phn ngn ca th trng (market skiming pricing) v nh gi nhm thm nhp th trng (market

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penetration pricing). o nh gi ht phn ngn th trng l nh gi mc cao nht c th c, nhm thu ht tp khch c kh nng thanh ton cao bn c sn phm mi vi mc li cao nht trong thi gian ngn. Chin lc ny s t hiu qu cao trong trng hp khch sn trin khai sn phm dch v mi c li ch c o hoc vt tri v cht lng, trn th trng c nhu cu ln v t co dn theo gi. Chng hn, nu mt khch sn cao cp mi trin khai hot ng khu du lch ni ting v khng c i th cnh tranh trc tip, th tt nht nn p dng chin lc nh gi ny thu ht khch c yu cu cao v cht lng dch v sn sng tr gi cao. o nh gi thm nhp th trng l nh gi mc thp nht c th c, thu ht mt lng khch mua ln, tng mnh khi lng tiu th. Chin lc ny cho php khch sn t c li nhun lu di v ginh c u th cnh tranh nh li th v qui m, chi ph thp. iu kin p dng chin lc ny l: cu rt co dn theo gi. y c xem l chin lc nh gi rt ph hp vi cc khch sn ca Vit nam hin nay vn cn thiu th phn. -nh gi theo danh mc sn phm Theo danh mc sn phm, cc khch sn c th p dng nhng cch nh gi c bn sau y: o nh gi ring bit: xy dng mt b gi bn (gi cng b) cho cc mc cht lng khc nhau ca tt c cc loi dch v trong danh mc sn phm dch v ca khch sn. Do cc dch v trong danh mc c mi tng quan nht nh v nhu cu, chi ph v mc cnh tranh, nn cc mc gi trong b gi cn phi h tr ln nhau c th ti a ha li nhun cho khch sn. y l cch nh gi c hiu qu, trong nhng nm ti cn tip tc p dng linh hot i vi cc khch sn nh nc trong vng. o nh gi trn gi: thay v nh gi ring cho tng dch v nh trn, khch sn kt hp mt s dch v trong danh mc vi nhau thnh mt gi v nh gi chung cho gi . V d, mt khch sn bnh dn c th nh gi chung cho gi bao gm c gi thu phng n/i (mt mc cht lng) v
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gi mt/hai sut n sng. Khch sn cng c th nh gi chung cho mt s dch v trong gi, gi l nh gi trn gi. V d, khch sn nh gi chung cho mt tour du lch trn gi, tr dch v lu tr v dch v n ung c tch ra tnh ring; hoc nh gi chung cho mt sut n bao gm cc mn n v s phc v, tr ung Ty theo c im nhu cu th trng (s on th trng mc tiu v mc ng nht trong danh mc), cc khch sn nh nc trong vng s nghin cu cc kiu gi ph hp v nh gi cho cc gi mt cch hiu qu nht. o nh gi kt hp hai cch nu trn: khch sn c th nh gi chung cho mt gi gm dch v c bn, cc dch v ngoi vi bt buc v mt s dch v ngoi vi khc a s khch hng ca th trng mc tiu s dng. Cc dch v ngoi vi cn li s c nh gi ring bit.

iu chnh v thay i gi
Cc khch sn trong qu trnh thc hin gi cng cn ra cc nguyn tc iu chnh gi cho ph hp vi khch hng v nhng thay i ca hon cnh.

3.3 Chnh sch phn phi V xc nh mc tiu phn phi:

Mc tiu tng qut ca chnh sch ny l tng khi lng tiu th sn phm vi cht lng ph hp v chi ph thp, ng thi thu thp thng tin cn thit nm bt v tha mn kp thi nhu cu ca khch hng. Cc khch sn Vit Nam c nm r mc tiu ny c nhng la chn ph hp. V la chn knh phn phi: cc khch sn c th la chn mt hoc nhiu knh phn phi sau y - Knh khng cp (trc tip): khch sn trc tip thu ht khch n tiu th sn phm. - Knh mt cp (i l, mi gii): L knh phn phi ph bin nht ca h thng khch sn ni chung. Cc i l du lch i din cho khch sn bn sn phm dch v cho khch hng. - Knh hai cp (i l bn v i l mua): Dnh cho cc khch sn ln, tiu
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th nhiu sn phm dch v. Khch sn bn sn phm cho nhng i l bn (ngi bn bun hay nh iu hnh du lch) vi khi lng ln, sau ngi bn bun s bn li sn phm khch sn cho cc i l mua (ngi bn l hay i l du lch). Cui cng cc i l mua ny s a sn phm ti tay khch hng. - Dch v theo hp ng: l kiu phn phi trc tip c bit ngy cng ph bin cc khch sn c vn u t nc ngoi. Khch sn Vit Nam c th hc hi bng cch cung cp dch v cho khch hng quen theo hp ng v min ph nh mang thc n nhanh, qun o git l ti cho khch, taxi n khch

V qun tr knh phn phi:

- S dng nhiu knh phn phi: kt hp mt cch hiu qu nht cc knh ph bin nu trn vn ti cng mt on th trng hoc cc on th trng khc nhau. - Xy dng h thng marketing dc: bao gm khch sn v cc nh phn phi trung gian hot ng mt cch thng nht. Ngi iu hnh h thng c th l khch sn hoc mt nh phn phi trung gian. - S hu knh phn phi: Dnh cho cc khch sn c quy m ln. C th lp cc vn phng i din, im bn hng

3.4 Chnh sch xc tin m bo ngun lc cho xc tin:

Ngn sch l yu t quan trng m cc khch sn Vit nam cn trch ra phn b cho cc cng c xc tin khc nhau. Vi cc khch sn quy m va v ln cn b sung b phn xc tin, qung co v tuyn dng cc chuyn vin qung co c o to chnh quy lm vic ti b phn chc nng ny.

Hon thin cc cng c xc tin hn hp

Ty theo iu kin c th m cc khch sn ca Vit nam c th xc tin sn phm v hnh nh ca mnh thng qua cc cng c sau: - Qung co qua sch, bo, tp ch trong v ngoi nc: Tp ch Du lch ca

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Tng cc Du lch, tp ch Heritage ca Hng Hng Khng Vit Nam; sch Vit nam Tourism Guide - Xut bn cc tp sch nh, cc bng a hnh qung co trn cc i pht thanh, v tuyn truyn hnh, mng Internet - Qung co ti ch trong khch sn thng qua pano, p phch, ch dn Cng c Thng tin truyn ming l mt cng c khng tn km m rt hiu qu cn c khai thc trit . - y mnh hot ng khuyn mi vi cc hnh thc a dng nh: gim gi cho khch quen, khch s dng dch v khi lng ln - S dng cc hnh thc tuyn truyn v quan h cng chng a dng, hiu qu: t chc hi ngh khch hng, tic chiu i cc quan chc, gii bo ch, bn hng, khch hng quan trng, hot ng t thin, ti tr

3.5 Chnh sch con ngi Marketing trong giao tip c nhn:
Trong khi gi sn phm cung cp ca mt khch sn vi cc i th cnh tranh khng c nhiu khc bit th trnh phc v l yu t khch hng rt quan tm. Trnh dch v lin quan ch yu v trc tip ti hot ng giao tip c nhn m y l : v pha nhn vin v v pha khch hng. - V pha nhn vin: Cc nhn vin cn c h tr, hng dn thc hnh v c tm l ln nghip v do c trng lun phi tip xc trc tip vi cc v khch hng kh tnh v c nhng nhu cu bt k m khng khch sn no c th lng trc ht c. Trong nhng trng hp nh vy th cc nhn vin c o to s em li hiu qu khi h c th lm hi lng tt c cc khch hng ti thm khch sn. Bn cnh , marketing trong vic tc ng ti nhn vin tip xc cn phi to ra phong cch phc v v ngh thut ng x trong giao tip mt cch c o, gy n tng tt, gp phn hnh thnh bn sc vn ha ring ca doanh nghip trong lng khch hng. - V pha khch hng:

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Marketing c th h tr lm gim mu thun gia khch sn v khch hng qua nhng n lc cao nht p ng cc mong i ca khch hng, hn ch tnh khng n nh ca dch v, loi b cc yu cu tng nh kh p ng ca khch hng. Marketing cn cn phi h tr mi quan h gia cc khch hng vi nhau bng cch marketing tng tnh ng nht v c tnh ca dch v v mong i ca khch hng vi cng mt tiu chun phc v v h thng dch v ca khch sn.

3.6 Chnh sch quan h i tc Quan h i tc v sn phm dch v

Cc khch sn Vit nam cn m rng quan h i tc trong cung cp sn phm vi cc doanh nghip du lch khc nh cng ty l hnh, vn chuyn khch du lch, c s vui chi gii tr Vic ny cng gip cc khch sn i vo chuyn mn ha, nng cao cht lng sn phm v gim chi ph. Vn l cc khch sn cn chn c cc i tc c uy tn, c kh nng v sn sng hp tc trong cung cp sn phm cho khch hng. Thng qua pht trin quan h i tc v sn phm, doanh nghip khch sn cn gp phn tng cng thu ht khch n im du lch, iu ha c quan h cung cu ca th trng

Quan h i tc v xc tin, qung co

Cc khch sn c th treo tranh gii thiu vi khch cc a danh ni ting ca khu du lch, qung co cho cc chng trnh du lch hp dn ca cc cng ty du lch l hnh l i tc. Thng qua cc hip hi ngnh ngh v t chc marketing im du lch, cc khch sn v doanh nghip du lch khc c th tha thun hp tc cng qung co cho khu du lch, chi ph s phn b hp l cho cc bn.

Quan h i tc v nh gi
Chng hn cc khch sn c th gim mnh gi thu phng v mt s dch v khc nhn c hp ng phc v khch theo tour du lch ca cc cng ty l hnh l i tc tin cy ca mnh. Nh vy khch sn c li l c ngun khch ln v n nh, kinh doanh c hiu qu v cng ty l hnh cng c li v h c th ch ng nh gi tour du lch mc c li th cnh tranh m vn t c li nhun mc tiu.

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 Quan h i tc v phn phi sn phm

S hp tc trong phn phi s kch thch khch sn v cc i tc tiu th mnh sn phm ca nhau, nh gim c chi ph v hn ch ri ro. Thng qua t chc tour du lch trn gi, cc cng ty l hnh ng vai tr l nh phn phi sn phm ca khch sn v cc doanh nghip ny. Quan h i tc gia khch sn vi doanh nghip vn chuyn cng s y mnh tiu th sn phm ln nhau gia cc doanh nghip.

3.7 Chnh sch qu trnh dch v (Process) v to sn phm trn gi (Package) Qu trnh dch v
i vi cc dch v n gin, mc phc v v c bit ha khng cao, khch sn c th thit k qu trnh sao cho khch hng c th nhn thy ton b qu trnh dch v. Khch sn lun ch ng iu chnh m hnh d thay i qu trnh v chi ph phc v tha mn ti a nhu cu ca khch hng. Vi cc dch v m cn nghip v phc tp, khch sn cn thit k qu trnh theo m hnh cho php khch hng nhn thy phn ln qu trnh dch v to ra n tng tt v dch v trong tm tr khch hng.

To sn phm trn gi (hoc bn trn gi)

Ty quy m ca cc khch sn Vit nam m h cn nghin cu kt hp mt s dch v, hng ha c lin quan thnh mt sn phm trn gi hoc bn trn gi, v d nh: - Trn gi cho thu phng i km n sng - Sut n trn gi (3 ba/ngy) - Du lch bn trn gi 1 ngy trong phm vi im du lch.

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KT LUN Xut pht t mc ch, i tng v phm vi nghin cu, kha lun cp ti mt s ni dung c bn sau y : Trong Chng 1, em h thng ha v a ra cc khi nim v khch sn v hot ng marketing trong kinh doanh khch sn; cc yu t trong qu trnh thc hin chin lc marketing m ngi ph trch cn xem xt ti. Tip theo, trong Chng 2, em gii thiu c mt s a khch sn c vn u t nc ngoi ti Vit Nam, cc chin lc marketing thnh cng ca h v c phn tch mt s nguyn nhn khch quan v ch quan trong s thnh cng y. chng 3, em gii thiu qua v mt s khch sn Vit Nam v thc trng marketing ca h v a ra mt s gii php nhm ci tin cc im cn tn ti trong thc trng , da trn nhng bi hc t cc khch sn c vn u t nc ngoi. Qua ba thng thc tp ti Khu thng mi ca Khch sn Sofitel, c nhng quan st ca mnh cng vi kin thc hc c trng, kha lun ca em vi ti Hot ng marketing ca khch sn c vn u t nc ngoi v Bi hc kinh nghim cho cc khch sn Vit Nam c hon tt vi s gip to ln ca TS. L Th Thu Thy. Trong kha lun ca mt sinh vin sp ra trng nh em, d rt c gng nhng c l nhng sai st l khng th trnh khi. Em rt mong nhn c s ng gp ca thy, c kha lun ca em c th ng gp phn no cho nhng sinh vin kha sau mun nghin cu v ti ny v gp phn nh vo cc nghin cu v mng marketing khch sn nhm phc v cho s pht trin trong hot ng kinh doanh ca cc khch sn Vit Nam.

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TI LIU THAM KHO Sch 1. Nguyn Th Doan, 1994, Gio trnh Marketing khch sn du lch, Philip Kotler, 1997, Marketing cn bn (Sch dch), Nxb Thng k Philip Kotler, Gary Armstrong, v Veronica Wong, 1996, Principles Philip Kotler, 2000, Marketing Management (Tp 1, tp 2 Sch Ti liu tham kho mn Marketing Quc T, 2005, i hc Ngoi Tng cc Du Lch, 2001, Chin lc pht trin du lch Vit Nam giai Tng cc Du lch, 2001, Quyt nh s 02/2001/Q-TCDL v vic b Tng cc Thng k, 2004, Nin gim thng k 2002, Nxb Thng k Tng cc Thng k, 2008, Nin gim thng k 2007, Nxb Thng k Tom Engel, 2007, Point of view: Brands and Brand Management in Bo, tp ch 1. 2. 3. Tng Cc Du lch, Tp ch du lch cc s t nm 2000 n 2006 Thi bo Kinh t v th, cc s t nm 2007 n 2009 Bo in t Vnexpress, Vietnamnet, Vneconomy Website 1. 2. 3. Bch khoa ton th Anh Quc (British Concise Encyclopedia):
http://www.answers.com/topic/hotel, ngy 5/5/2009

i hc Thng Mi, H Ni 2. 3.

of Marketing - European Edition, (Sch dch nm 2000), NXB Thng K 4. dch), Nxb Thng k 5. thng 6. on 2001 2100, H Ni 7. sung, sa i tiu chun xp hng khch sn 8. 9. 10.

Hotel Industry, Global Hospitality Group, Britain

Bch khoa ton th m

http://fr.wikipedia.org/wiki/Htel

Danh b khch sn Vit nam

http://www.khachsanexpress.com

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4.

LeMonde ca Php ngy 22/8/2008

http://www.lemonde.fr/cgibin/ACHATS/acheter.cgi?offre=ARCHIVES&type_item=ART_ARCH_30J&objet_id=1052190

5.

Th gii Vit nam, c quan ngn lun trc thuc B Ngoi giao ngy 6/1/2009
http://www.tgvn.com.vn/Item/VN/DuLich/2009/1/AF6353A7747276B1/

6. 7.

T chc Du lch Th gii: www.world-tourism.org Tng cc Thng k Vit Nam, Kt qu kinh doanh ca ngnh du lch, s liu cp nht thng 8/2008
http://www.gso.gov.vn/default.aspx?tabid=230&ItemID=7619

8.

Mt s cc website ca khch sn c s dng thng tin trong bi kha lun:

1. 2. 3. 4. 5. 6. 7. 8. 9. http://www.vietnamtourism.com/riverside/ http://www.dainamhotel.com.vn/ http://www.moevenpick-hotels.com/ http://www.sofitel.com/gb/hotel-3553-sofitel-plaza-hanoi/index.shtml http://www.hotelnikkohanoi.com.vn/ http://www.dongkhanhhotel.com/ http://www.majesticsaigon.com.vn/ http://www.palmgardenresort.com.vn/ http://www.hagl.com.vn/hotel_resort/

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MC LC
LI M U ........................................................................................................ 1 CHNG 1............................................................................................................ 3 L LUN CHUNG V HOT NG MARKETING TRONG LNH VC KINH DOANH KHCH SN .............................................................................. 3 I. Tng quan v lnh vc kinh doanh khch sn ................................................. 3 1. Khi nim .................................................................................................. ...3 2. Phn loi khch sn ................................................................................... ..6 3. c im.................................................................................................... .10 II. Marketing trong lnh vc dch v kinh doanh khch sn ...................... .......11 1. Mt s khi nim ....................................................................................... .11 2. S cn thit ca hot ng marketing ....................................................... 13 3. c trng ................................................................................................... 15 4. Ni dung chnh ca marketing trong kinh doanh khch sn ..................... 19 CHNG 2.......................................................................................................... 31 THC TRNG HOT NG MARKETING CA MT S KHCH SN C VN U T NC NGOI TI VIT NAM........................................ 31 I. Gii thiu chung v khch sn c vn u t nc ngoi ti Vit Nam ..... 31 II. Hot ng Marketing ca mt s khch sn c vn u t nc ngoi ti Vit Nam ........................................................................................................... 36 1. Chnh sch sn phm (Product)................................................................. 36 2. Chnh sch gi c (Price) ........................................................................... 38 3. Chnh sch phn phi (Place) .................................................................... 41 4. Chnh sch xc tin, qung co (Promotion) ............................................ 42 5. Yu t con ngi (People) ........................................................................ 43 6. Mi quan h vi cc i tc khc, bao gm khch hng l mt i tc c bit (Partner) ........................................................................................... 45

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7. To sn phm trn gi v quy trnh phc v (Package and Process) ....... 48 I. Nguyn nhn thnh cng trong bi hc marketing ca cc khch sn c vn u t nc ngoi ...................................................................................... 49 1. iu kin ch quan .................................................................................... 49 2. iu kin khch quan ................................................................................ 51 CHNG 3.......................................................................................................... 54 BI HC KINH NGHIM CHO CC KHCH SN VIT NAM .................. 54 I. Gii thiu tng quan v cc khch sn Vit Nam ......................................... 54 1. c im.................................................................................................... 54 2. V quy m v cp hng ca khch sn Vit Nam: .................................... 59 II. Hot ng marketing ca cc khch sn Vit nam ...................................... 60 1. nh gi vic nghin cu marketing, phn on th trng, la chn th trng mc tiu v chin lc marketing ................................................ 60 2. nh gi yu t marketing mix: 8P........................................................... 62
III. Bi hc kinh nghim rt ra t cc khch sn c vn u t nc ngoi trong t chc

hot ng marketing .............................................................................................................. 70 1. Phn tch thi c marketing ...................................................................... 70 2. Xc nh th trng mc tiu..................................................................... 72 3. Chin lc marketing mix ......................................................................... 74 KT LUN .......................................................................................................... 84 TI LIU THAM KHO..................................................................................... 85

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BNG1. D BO V KHCH DU LCH QUC T CA MT S TIU VNG VNG DU LCH BC B N NM 2010 V 2020
Tiu vng du lch a phng D bo cc ch tiu 2000 (s liu thc t ) Trung tm (H Ni v cc tnh ph cn) Cc tnh ph cn H Ni Tng s lt khch (ngn) Ngy lu tr trung bnh(ngy) Tng s lt khch (ngn) Ngy lu tr trung bnh(ngy) Duyn hi ng Bc (Hi phng + Qung Ninh) Hi Phng Tng s lt khch (ngn) Ngy lu tr trung bnh(ngy) Qung Ninh Tng s lt khch (ngn) Ngy lu tr trung bnh(ngy) Ngun: Vin NCPT Du lch v Tng cc du lch 2003 306,6 1,3 1700 2,6 2800 3 205 1,8 900 2,7 1450 3,1 252,1 1,7 1000 3,2 1800 4 500,4 1,9 1850 3 3500 3,5 2010 2020

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BNG 2. KHCH QUC T N VIT NAM THNG 4 V 4 THNG U NM 2009

Tng s Theo phng tin ng khng ng bin ng b Theo mc ch Du lch, ngh ngi i cng vic Thm thn nhn Cc mc ch khc Mt s th trng M Trung Quc Hn Quc Nht i Loan (TQ) c Php Thi Lan Malaysia Canaa Cc th trng khc Ngun s liu: Tng cc Thng k
41

305.430 1.297.672 100,6 77,1

82,2

264.430 1.120.695 102,6 89,5 5.400 35.600 23.252 153.725 72,4 27,9 93,0 44,0

90,0 36,9 56,6

197.222 56.713 37.693 13.802

797.743 100,1 78,0 219.207 103,4 67,5 201.712 108,5 94,2 79.010

80,3 72,3 98,1

81,9 72,2 104,2

31.314 35.590 31.285 29.745 23.208 20.024 18.418 15.980 13.776 6.668 79.422

152.152

99,8 82,5 107,8 69,9 73,9 90,0 84,3

141.553 105,1 55,9 134.032 128.654 96,0 72,8 94,1 96,3

94.153 107,6 73,9

84.825 131,1 91,3 101,3 68.212 99,3 92,6 99,3 70,5 91,6

55.087 117,7 73,9 53.035 104,4 92,5 36.246 349.723

94,6 89,8 106,4 93,6 77,0 73,5

41

S liu thng k trn trang web chnh thc ca Tng cc du lch, cp nht 29/4/2009

http://www.vietnamtourism.gov.vn/index.php?cat=202030&itemid=6159

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