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CCH TIP CN CHUI GI TR TRONGPHN TCH TH TRNG

NI DUNG

Chui gi tr l g? Cc phng php phn tch chui gi tr Nhng vn ch yu trong phn tch chui gi tr

Chui gi tr l g? H thng cc hot ng, giao dch, v mi quan h m t qu trnh mt hng ha hoc dch v c thu mua, sn xut, v phn phi

Chui gi tr l g?

Source: Rich, 2004

Chui gi tr l g?

Chui gi tr c th c phm vi trong mt a phng, quc gia, v ton cuChui gi tr sn phm tinh bt sn ti Dak Nng, Vietnam

Phn tch chui gi tr l g?

Cch thc xem xt hot ng kinh t bng cch chia nh hot ng ny thnh cc b phn (chi ph) phn tch da trn khi nim v chui gi tr.Phn tch ngnh v th trngo lng v Phn tch

xc nh chunhiu sut

cc khim khuytv hiu sut

Xu hng ca ngnh Nhn t chi ph Th phn v xu hng Chi ph giao dch Xu hng gi Gi tr gia tng Cc mc cnh tranh Cc lin kt trong chui gi tr Xu hng cng ngh Xu hng chnh sch ton cu

Tht bi ca chnh ph Tht bi ca th trng

Cc phng php phn tch chui gi tr

Phn tch chung cho cc phng php Phn tch chi ph da trn hot ng Hot ng v cc bn tham gia Chui marketing- ngnh Chui marketing- sn phm Cc phng php khc

Phn tch chung cho cc phng php

lun bt u bng gi bn hng ha (cho khch hng sau cng)

Sau ln theo cc hot ng chi ph v li nhun pha cui ngun ca chui gi tr

Phn tch chung (tip theo)

Tng gi tr trn gi bn lun bng 100%

Phn tch chi ph da trn hot ng

Ch phn tch chi ph- c Ngn hng Th gii a dng

Phn tch tng hp v chui gi tr

Xem xt c nhng hot ng no trong chui v ai thc hin hot ng

Phn tch chui gi tr- Ngnh hngChui gi tr ngnh hng ch, Vit Nam

Ngun: ACI (2005)

Phn tch s lc v chui marketing- sn phm

Phn tch chui marketing- sn phm (tip theo)Chui gi tr sn phm bi ti Vnh Long, Vit Nam

Ngun: Tu Anh v cc tc gi khc, 2007

Phn tch c knh marketing v chi ph cho 1 sn phm- hu ch cho marketing

Cc ni dung trong phn tch chui gi tr

V bn chui gi tr Cc hot ng Cc bn tham gia Dng chy Cc lin kt

Qun tr chui Nng cp (i mi) Cc vn v phn phi thu nhp: chi ph v li nhun Cc im xc nh gi

V bn chui gi tr

Cc hot ng Hot ng no c thc hin V d v hat ng sn xut: Chun b t Mua u vo Gieo trng Thu hoch Lu kho

Mi hot ng s to ra chi ph Hiu c chi ph ca mi hot ng v t trng (%) trong tng chi ph c th gip ci thin hiu sut. iu ny i hi phi c nhng hiu bit chi tit v qu trnh.

V bn chui gi tr

Cc bn tham gia chui gi tr Ai l ngi tham gia vo chui gi tr? Cch thc m t ai thc hin cc hot ng: Sn xut, bun bn/vn chuyn, bn bun, bn l, ch bin, v.v.

Cc nh ngha/m t v bn tham gia s tt hn nu chng m t hot ng mt cch r rng Mt hot ng c th c thc hin bi nhiu thnh vin tham gia chui Mt thnh vin ca chui c th thc hin nhiu hot ng Tho lun: Khi mt ngi sn xut t bn sn phm ca anh ta trn th trng, anh ta c tr thnh ngi thng li hay khng?

V bn chui gi tr: S kt hp hot ng Mc hp nht thp- Cch kt hp truyn thng

Ngi SX

Thu mua

Nh bn bun

Nh bn l

Ngi TD

Ngi SX

Thu mua Thng li Bn bun

Nh bn l Ngi TD

Mc hp nht cao- Cch kt hp hin ti

Ngi SX

Nh bn bun-bn l

Ngi TD

18

V bn chui gi tr

Dng chy C nhng dng chy no trong mt chui gi tr C th hu hnh hoc v hnh Thng tin Tin Tn dng Sn phm

Dng chy thng tin v nguyn vt liu

Dng chy c bn: Chui gi tr dt may

Ngun: Dicken, 2007

V bn chui gi tr: Cc dng chy trong chui gi trChui gi tr ca go ti in Bin, Vit Nam

Source: Tu Anh et al., 2007

Ngun: ACI, 2006

V bn chui gi tr

Lin kt th trng Cc dng chy xut hin nh th no? Thng l cc giao dch v mi quan h. C th trong mt quc gia hay quc t. Lin kt th trng l phng tin thc y dng chy ca sn phm qua cc cp ca h thng marketing. u vo ca qu trnh marketing l sn phm nng nghip (cung) u ra l s tiu dng cc sn phm c sn xut (cu).

Nu h thng hot ng hiu qu hn, n s thc y tng trng kinh t v s ti a ha li nhun cho nng dn. Qu trnh marketing cn c thc hin mt cch hiu qu nht c th, ti mc chi ph thp nht v tn tht l

V bn chui gi tr

Khi nim v lin kt nh ngha theo 4 cch: Theo loi hnh giao dch ti chnh hoc loi trung gian thc hin giao dch; theo knh m giao dch xut hin v loi phng tin s dng cho giao dch; Theo cch thc m cc bn tham gia lin kt vi nhau thng qua mng li giao thng v lin lc; Theo a im m giao dch xut hin v giao dch to thnh mt phng thc.

Cc loi lin kt ca ngi nng dn

Qun tr chui

Qun tr chui gi tr c nh ngha l cc mi quan h gia cc bn tham gia v cc c ch th ch thng qua cc hot ng iu phi phi th trng c thc hin (Humphrey and Schmitz, 2002). Qun tr trong ni b chui: Qui nh do cc bn tham gia trong chui gi tr t ra Doanh nghip dn du Nhm cc bn tham gia (nhm thng li) Ngi mua (siu th)

Qun tr ngoi chui Qui nh do cc bn tham gia bn ngoi chui t ra Chnh ph Chnh ph nc ngoi Cc t chc a ra qui nh (phi chnh ph)

Governance

*Vn ch cht: Mi trng kinh doanh: Chnh sch ca chnh ph c tc ng nh th no n ngnh? Cc phng thc qun tr Mua bn trao tay Mng li: Cc loi mng li trong ngnh nng nghip Nhm nng h Hp ng nng sn Qun tr danh mc sn phm ca siu th Hp ng marketing Hp tc x nng nghip

Hp nht theo chiu dc

Nng cp trong chui gi tr

Cc loi nng cp:

iu kin nng cp: Tip cn ti cc th trng h tr Tip cn ti vic hc hi, b quyt v k nng Cc kch thch hp l (tnh ton v ri ro, li nhn k vng)

Nng cp v sn phm Nng cp v qu trnh Chuyn sang chc nng mi Chuyn sang knh th trng mi

Nng cp trong chui gi tr

Nng cp trong chui gi tr dt may Chu

Ngun: Gereffi, 2005

Phn phi thu nhp

Cc nhn t nh hng n phn phi thu nhp: Qun tr chui gi tr p lc cnh tranh Kh nng nng cp Cc vn v th ch

Chi ph marketing v chi ph bin

Chi ph marketing l tng chi ph a sn phm t ni sn xut n ngi s dng sau cng. Chi ph bin l chi ph tr cho cc nh vn chuyn v thng li b p chi ph v mang li li nhun cho dch v ca h. Chi ph phn loi, lm sch, phn loi v ng gi sn phm; Chi ph vn chuyn: vn ti cng cng, nng dn t vn chuyn hoc thu phng tin vn chuyn, hoc s dng phng tin vn chuyn ca thng li; v Chi ph v li nhun ca thng li.

Chi ph marketing v chi ph bin

Marketing costs, margins and profits in the Duong Lieu cassava value chain

Tm quan trng ca chui gi tr

Cung cp thng tin vi m v chnh sch, th ch v nhng kh khn v h tng ti kh nng cnh tranh v tng trng. o lng cc ch s nh lng (chi ph, thi gian, gi tr gia tng, nng sut) c th s dng lm chun so snh gia cc nc, cc ngnh. Cung cp c s cho i thoi chnh sch v i tc

Xc nh gi

Cc khi nim c bn v gi nng sn

Xc nh gi

Cc nhn t nh hng n chi ph v gi nng snCc yu t sn xut

Hp nht trong chui gi tr

Cch tip cn marketing

Qui nh v s thc thi

nh hng thng mi

Cng ngh v i mi

Nhng bin i trong th trng ngi tiu dng v bn l

Xc nh gi

Cc yu t sn xut ca nng h Qui m v s bin ng ca sn xut Tnh cht ma v ca sn xut Tnh d h hng ca sn phm

Hp nht trong chui gi tr Cc mc hp nht cc hot ng trong chui Hiu ng hiu qu kinh t theo qui m trong ch bin v thit b ch bin Mc tp trong cao trong ch bin sn xut v s hu thng hiu S thay i v nhiu phng thc cnh tranh ti nhiu im trong chui

Xc nh gi

Cch tip cn marketing Cc nh ch bin v lm th trng ngy cng gp nhiu p lc trong vic cung cp sn phm khc bit ha cho cc on th trng. Ton cu ha trong nhn hiu tiu dng Sc mnh ca cc ca hng tin li ngy cng tng Mc tp trung vo chuyn mn ha v sn xut theo nhu cu ca khch hng ngy cng tng S khc bit ha trong cht lng sn phm ch bin ngy cng tng

Xc nh gi

Qui nh v s thc thi Chi ph thc thi cc qui nh ngy cng tng Tn ti ro cn trong vic t c li nhun ln hn trong chui Yu cu trong chui v p ng nhu cu v sn phm sch ngy cng tngnh hng thng mi Phm vi v nh hng ca vic xut khu sn phm th v s ch nh hng ca gi hng ha th gii

Xc nh gi

Cng ngh v i mi Vn s dng trong chuyn ha sn phm v sn xut ngy cng tng S minh bch l khc bit gia cc th trng u t vo i mi nhm a dng ha sn phm ch cht v thu gi tr t sn phm

Xc nh gi

S bin ng trong th trng tiu dng v bn l S pht trin ca nhn hiu Nhu cu cho s tin li v phong cch sng trong sn phm ch bin ngy cng tng Mc tp trung ha trong lnh vc bn l

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