Phu luc

Phu luc 1: Cfic mO hinh thtro'ng mai diet' tir thanh ding
teen the gied
DELL - eng dung thwang mai din tir thanh ding trong B2B va B2C
Cau hoi:
1.Bai hoc kinh nghiem?
2. Yeu t6 dam bao thanh ding?
3. So sanh vai 1 website ding nganh tai Viet Nam?
I. Ca hOi va hiem h9a
Dell Computer Corp &roc Michael Dell thanh lap nam 1985 la cong ty
dAu tien cung cAp may tinh ca nhan qua thu. Dell to thi'et ke cac may tinh ca
than va cho phdp khach hang to cAu hinh va lira ch9n he thong tiry y th6ng
qua mo hinh Build-to-Order. Mo hinh nay a va dang tao nen thanh cong
dm Dell Computer. Den nam 1993, Dell tr .& thanh m6t trong nam nha san
xudt may tinh hang au tren the giai, de d9a truc tiep den cac nha san xuAt
may tinh ca than khac nhu Compaq, bang mot cuOc chien tranh gia ca. Vao
thai diem nay, chin tranh gia ca dAy Dell tir thua 18 nay den thua 18 khac.
Nam 1994, Dell chiu khoan 18 khoang 100 trieu d6 la M. C6ng ty nay thuc
su gap phai kh6 khan vao thai diem nay
II. Giai 014
Internet &roc thucmg mai hoa vao nam 1990 va web tra nen ph6 bien tir
nam 1993 dem lai cho Dell co hOi a ma rOng hoat d6ng kith doanh cfra
minh. Dell trien khai he thong dat hang truc tuyen (Online-order-taking) va
ma cac chi nhanh tai Chau Au va Chau A. Dell bat au chao ban cac san
phAm dm minh qua website Dell.com. Chinh hoat &Ong nay tao the manh
cho Dell trong et* canh tranh vai Compaq, an nam 2000 Dell tr.& thanh
cong ty cung cAp PC hang au the giai. Vao thai diem do doanh thu dm
Dell qua mang dat 50 trieu USD Mgay (khoang 18 ty USD/nam). Hien nay,
doanh se kinh doanh qua mang dm Dell.com vao khoang 50 tS, USD/nam
d6i veri cac san phArn lien quan den may tinh tir b0 chuyen d6i den may in.
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Marketing tivc tiep la hoat dOng thucmg mai dien tir chinh cila Dell, cac
nhom khach hang chinh dm Dell g6m có:
- Ca nhan sir dung cho gia dinh va van phong
- Cac doanh nghiep nho, duoi 200 nhan vien
- Cac doanh nghiep vira va lom, tren 200 nhan vien
- Cac t6 chirc chinh phu, gido due, y t6
Ca hai nhom khach hang B2B va B2C deu thvc hien cac giao dich qua
mang tai dell.com th8ng qua N th6ng catalogue dien tir va xir 1Sr don hang
to dOng.
Dell ding trien khai he th6ng dau gia dien tir tai dellauction.com de thu
but them khach hang va cling c6 thucmg hieu.
Mo hinh tInrcrng mai din tv B2B ciia Dell.
Phan lan doanh thu dm Dell tir B2B, trong khi B2C dugc thvc hien qua
quy trinh tucmg d6i chuAn boa (Catalogue, giO mua hang, thanh town bang
the tin dung...) cac giao dich B2B dugc ho trg nhieu dich vu hcm. Dell cung
cap cho hon 100.000 khach hang doanh nghiep dich vu ho trg khach hang
dac biet (Premier Dell service).
British Airways (BA) sir dung Dell nhu d6i tac chitin lugc. Dell cung
cap khoang 25.000 may tinh xach tay va d6 ban cho nhan vien dm BA. Dell
cung cap hai he thong mua sam trvc tuyen cho BA, qua docho phep BA theo
doi, mua va kiem tra cac don hang qua website. Tai website, BA có the lva
chon va cAu hinh may tinh khac nhau sao cho phu hop voi timg b0 phan
kinh doanh ciia minh. Nhan vien dm BA thong qua N th6ng mang nOi b0
Intranet dugc ket not voi he th6ng dm Dell ding (lucre phdp Iva chon va dat
mua may tinh phu hop voi nhu cAu sir dung cua minh.
Dell ding sir dung m8 hinh nay khi mua thiet bi, linh kien tir cac nha
cung cap cua minh, day la m8 hinh thuong mai dien tir cong tac.
ThinIng mai dign tir cong tic
Dell sir dung he th6ng rat nhieu nha cung cap do do nhu cAu lien lac va
ph6i hop glib cac d6i tac rat lOn. Vi du de phan ph6i san pham, Dell sir
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dung dich vu oh FedEx va UPS; Dell ding sir dung dm cac cong ty
Logistics a nh4n, luu kho va van chuyen linh kien, thiet bi tir cac nha cung
cap khac nhau. Dell sir dung lgi the dm cong nghe th8ng tin va web a chia
se thong tin gifra cac d6i tac nham giam thieu hang hoa luu kho
Cac no luc tich hgp (B2Bi) dm Dell bat dAu tir nam 2000, khi do Dell
sir dung PowerEdge servers dua teen ki'en trim dm Intel va he th6ng giai
phap phAn mem webMethods B2B tich hgp de ket n6i cac he th6ng quan tri
ngu6n luc doanh nghiep cua khach hang va he th6ng mua hang true tuyen
dm Dell vai cac d6i tac san xuat va thucmg mai . Dell da xay dung dugc he
th6ng th6ng tin vai 15.000 nha cung cap dich vu tren khap the giai.
Dich vu khfich hang MO tir (e- Customer Service)
Dell sir dung rat nhieu cong cu va phucmg tien dien tir nham cung cap
dich vu khach hang tot nhat. De trien khai tot nhat hoat dOng quan tri quan
he khach hang (CRM-Customer Relationship Management), Dell cung cap
dich vu hO trg truc tuyen qua mang 24h/7 ngay ding nhu dich vu quay s6
trkrc tiep cho cac chuyen gia hO trg ky thu4t. Cac dich vu hO trg da dang tir
xir ly su co, huang can sir dung, nang cap, downloads, tin tire, cong nghe
moi... FAQs, thong tin tinh trong thuc hien don hang, "My Account", dien
dan de trao d6i thOng tin, cong nghe va kinh nghiem, ban tin va cac hoat
&Ong tucmg tac gift khach hang va khach hang khac. Sir dung cac phArt
mem xirlS, du lieu, Dell có the phan tich va tim hieu dirge nhieu van de lien
quan den nhu cAu va hanh vi cua khach hang tir do co ke hoach va giai phap
phuc vu tot hon.
Thiromg mai MO tir trong nOi bq doanh nghib (Intrabusiness EC)
nang cao kha nang san xuat theo don hang (build-to-order), nang
cao dO chinh xac dm du doan nhu cAu va hieu qua trong du frit de san xuat,
giam thoi gian tir khi dat hang den khi giao hang (order-to-delivery), nang
cao dich vu khach hang Dell hgp tac vai Accenture de xay dung he th6ng
quan tri chuOi cung cap. Hien nay he th6ng nay dugc sir dung tai tat ca cac
nha may dm Dell tren khap the gi6i cho pile') Dell cc') the thich nghi vai moi
truong kinh doanh va cong nghe bin d6i nhanh d6ng then duy tri dugc hieu
qua hoat dOng cao nhat.
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Dell cling da to dOng hoa viec lap ke hoach san xud't, du down nhu cdu,
quan tri kho qua sir dung cong nghe thong tin va mo hinh chuOi cung umg
dien tir.
Ket qua
Dell da trot thanh mgt trong 5 cong ty &roc danh gia cao nhAt ciia tap
chi Fortune tir nam 1999. Dell da xay dung han 100 website cho timg thi
truamg qu6c gia khac nhau va duy tri lqi nhudn a mirc khoang 3 tS, do la
My/nam. 10 nghin do la my dau to vao c6 phieu dm Dell nam 1987 den nay
deu da có gia hang trieu USD. Dell ding la nha tai trq chinh cho hoat dOng
nghien eau ve thuang mai dien tir tai Dai h9c Texas nam tai Austin nai Dell
dat till so chinh. Dell ding tich cuc tham gia hang boat cac chuang trinh tir
thien va cac chuang trinh ho tra dao tao tin h9c, giam khoang cach s6 cho
cac yang ding thon.
Wit so bai h9c
Dell da xay dung mot ma hinh thircmg mai dien tir dien hinh. Bat dAu
bang mo hinh marketing true tiep d6i vbi may tinh ca nhan, sau do bat dAu
kinh doanh qua mang. Tier) den Dell ap dung mo hinh build-to-order (BTO)
yeti quy ma lon, cho phdp khach hang lira ch9n san phAm theo nhu eau. Dell
thu dirge 19i nhuan nha giam trung gian va giam lugng hang ltru kho. De
dap img nhu cdu l&n, Dell ap dung mo hinh thin 3 la mua sam trirc tuyen
nham nang cao hieu qua mua nguyen lieu, thiet bi ddu vao (SCM), ph6i hop
vai cac d6i tac va nang cao hieu qua hoat dOng ben trong doanh nghiep
(B2Bi). Tiep den Dell ap dung mo hinh e-CRM de duy tri quan he tot
khach hang. M6 hinh kinh doanh cila Dell da troy thanh dien hinh va ducc
nhieu nha san xudt khac ap dung, dac biet la cac nha san xudt 0 to.
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AMAZON.COM : Vua ban le tren mgng
Cau
1.Bai hoc kinh nghitm?
2. Ytu t6 dam bao thanh ding?
3. So sanh vai 1 website ding nganh tai Vitt Nam?
I. Co' hOi
Jeff Bazos, ngtroi nhin thay co hOi ban hang qua Internet va da lua
chgn &roc san pham phit hgp that dt ban qua mang. Qua cac nam, san
pham dugc lien tic mop rOng tir sach dtn cac san pham khac, nang cao dich
vi khach hang, b6 sung cac dich va cac doi tac chitin lugc. Amazon.com
phat then tu cua hang sach lcm nhat the Dot thanh cua hang ion nhat the
giai. Amazon.com da nhan thay tam quan trong cua vitc t6 chirc thut hitn
dcm hang va kho van. Dau tu hang tritu USD vao xay dung he thtng kho
hang dugc thitt kt phu hgp vai vitc giao hang trong btru kin nho dtn hang
tram nghin khach hang. Thir thach Lan nhat cua amazon.com van la lam tht
nao de tip tic thanh cong trong khi hang loat cong ty khac da that bai, lam
sao thu dugc va duy tri lgi nhuan sau khi da dau tu mot khoan von rat Lan
vao mo hinh kinh doanh nay.
II. Ging ngh0 cua Amazon.com
Ben canh cua hang truc tuytn, amazon.com da mop rOng hoat dOng ra
rat nhitu huong khac nhau nhu: cua hang chuyen dung nhu cua hang ky
thuat, cit) chm. Amazon.com ding ma rOng dich vu bien tap trong nhitu linh
vx.rc khac nhau th6ng qua mang hied cac chuyen gia trong nhitu linh vuc.
Amazon.com con ma rOng danh muc san pham them hang tritu dau sach da
qua sir dung va kh6ng con xuat ban nira. Ngoai ra Amazon.com ma rOng
sang cac san pham ngoai sach ban, nhu lien lc& voi Sony Corp. Nam 2002
d ban cac san pham dm Sony online. Dac ditm not bat cua cua hang true
tuytn Amazon.com la a tim ki6m, de xem va at hang; nhitu thong tin ye
san pham, nhitu bai Binh luan, danh gia, nhitu gioi thitu, ggi y hop 15, va
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chuyen nghiep; danh mug san phAm rOng, phong phu, gia thap horn cac cua
hang truyen thing; he thing thanh toan an toan va thug hien dan hang
chuyen nghiep.
Amazon.com lien tug b6 sung cac tinh nang khien qua trinh mua sam
teen mang hap dan han dii yeti khach hang. Mug "Gift Ideas" dua ra cac
tuerng v'e qua tang mai me, hap clan theo tong thai diem trong nam. Mug
"Community" cung cap th8ng tin ye san pham va nhang y kien chia se dm
khach hang vori nhau. Mug "E-card" cho phep khach hang chgn lua va giri
nhimg buu thiep dien tir mien phi cho doanh nghiep be, ngueli than dm
minh. Amazon.com da va dang lien tic b6 sung them nhimg dich vu hap
clan nhu tren cho khach hang cua minh.
Amazon.com ding da ma rOng sang dich vu ho trg doanh nghiep nhu
san giao dich va dau gia dien dr. Amazon Auctions cho phep cac ca nhan va
doanh nghiep nho tham gia dau gia trIrc tuyen tren khap the giai. Dich vu
zShops cho cac doanh nghiep thue gian hang tren Amazon.com vai mirc phi
hqp 1St hang thang, cho phdp cac doanh nghiep nhe hien dien teen mpg va
c6 the sir dung N thing thug hien dan hang hang dau cua Amazon.com .
Khach hang co the mua sam teen Amazon.com tir PCs, cell phones, PDAs,
Pocket PCs va dich vu dien thoai 121 dm AT&T.
He thing CRM cita Amazon.com hoat dOng hieu qua thong qua cac
hoat dOng marketing ca biet tai timg khach hang. Tir nam 2002, khi khach
hang vao trang web ciia Amazon tir Lan thin 2 tra di, mot file cookie dugc sir
dung de xac dinh khach hang va hien till dong chao hoi "Welcome back,
Tommy", va dua ra nhang ggi y mua sam dua ten cac hoat &Ong mua sam
tnrac do dm khach hang. Amazon gang phan tich qua trinh mua sam cua
cac khach hang thuemg xuyen va giri nhimg email ggi y ve cac san pham
mgi cho khach hang. Amazon.com da tien hanh thing key kien, danh gia
cua khach hang d6i vai san pham va cho phep khach hang dua ra cac ltra
chgn chinh xac va nang cao long tin dm khach hang trong qua trinh mua
sam tai Amazon.con han han so yeti mua sam truyen thing. Tat ca nhirng no
km nay dm Amazon.com nham tao cho khach hang sv thoai mai va yen tam
han khi mua hang ding tiled khuyen khich khach hang quay lai mua sam
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tiEp. BEn canh cOng cu tim kiEm dugc xay dung tinh to va hieu qua,
amazon.com con co he thong kho hang khang la gifip dem lai nang luc canh
tranh han han so vai cac d6i thu canh tranh.
Tu nam 1997, Amazon.com triEn khai hoat dOng lien k'Et vai cac ding
ty khac. DEn nam 2002 Amazon.com da co han 500.000 dai tac hop tac gi6i
thieu khach hang cho Amazon.com vai muc hoa hang 3-5% ten cac giao
dich dugc thisc hien. Tir nam 2000, Amazon.com ding triEn khai hoat d'Ong
hgp tac vai nhiEu clai tac khac nhu Carsdirect.com , Health and Beauty;
Drugstore.com va Toys"R"Us. Amazon.com cling 14 hop clang vai tap doan
Borders Group Inc., cho phep khach hang mua hang teen amazon.com dEn
lay hang tai cac cfra hang dm Borders. Ngugc lai, Amazon.com ding tra
thanh dra hang tren web ciia cac tap doan ban le toan cau nhu Target va
Circuit City. Amazon cling c6 trang ding cu tim kiern cua rieng minh tai dia
chi a9.com.
Theo nghien cfru dia Retail Forward, Amazon.com dugc xEp hang so 1
vt ban le teen mang. Doanh thu nam 2003 dat 5.3 ty USD, nam 2005 dat gan
7 tS, USD, chitin lchoang 25 doanh so ban le qua mang. Theo danh gia tinh
hinh hoat Ong dia Amazon.com hien dang co xu htrorng tot vai chi phi
dang giam dan va lgi nhuan dang tang dan.
Hien nay, Amazon.com dang co danh muc san pharn vai 17 trieu dAu
sach, nhac va DVD/video va khoang 20 trieu khach hang, Amazon.com
ding c6 danh !nue 1 trieu sach tiEng Nhat.
Q1.4 1 nam 2001, Amazon tuyen 1)6 Ian dau tien co lai. Nam 2003, tang
lai thuan dat 35 trieu do la my. Day c6 1e la thanh ding ban dAti va ding la
thir thach lam nil& hien nay dia Amazon.com ding nhtr cac ding ty ban le
qua mpg khac.
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P& G: Quang cao tryr tuyin
Cau holt:
2. So sanh veri 1 website ding nganh tai Viet Nam?
3. Tai sao .quang cao tnrc tuyen ngay cang hieu qua horn cac hinh thirc
quang cao truyen thong?
4. P&G da sir dung cac hinh thirc nghien ciru thi truong nhu the nao?
I. Vain de
Thi tru6ng hang tieu dang yen c6 tinh town cau va canh tranh khec kiet.
Cac cong ty kheng 16 nhu: Procter & Gamble, Colgate Pamolive, Unilever,
Nettle, va Coca Cola deu dang c6 gang canh tranh voi hang tram san pham
to kern danh rang, to giay den c/6 ueng. De ton tai nhimg cong ty nay phai
lien tic nghien ciru thi tut/11g, phat trien cac san pham mei va quang cao
lien Arc. Nghien ciru thi tnr6ng va quang cao trong moi tnamg canh tranh
ngay cang khec tiet c6 the chiem ten 20% doanh se, tir do lam giam lqi
nhuan horn nun nhUng that bai trong quang cao con lam giam doanh thu va
danh mat thi phan tham chi pha san. Dieu nay cho thay chitin luqc quang
cao hieu qua bao gem ca quang cao tnrc tuyen (web Ads) la het sirc can
thiet. Doi voi cac cong ty trong nganh cong nghe tieu dung. P&G la cong ty
san xuat hang dOng g6i lan nhat a my, voi horn 300 nhan hieu va doanh se
ban hang nam han 55 tS, USD. P&G dau to va quang cao nhieu han bat k5/
cong ty nao khac, khoang 5 tS, $ mOt nam. V'a'n de 6 P&G la lam the nao sir
ding tot nhat ngfin sach quang cao de dat ducfc cac mic tieu de ra.
II. Giai phip:
P&G bat du sir ding quang cao trkrc tuyen tren Internet cu6i 'thong
nam 1990. Teen cac cong thong tin 16n (sir ding Popup cho cac nhan hieu
nhu Scope & Tide) va tren website cua rieng minh. Vao nam 2000 cong ty
co 72 website dang hoat dOng. Thong thuong mOi site cho mOt san pham
chinh (pampers.com, tide.com va crest.com).
MOt se website cho cac thi tnrtmg not chung nhu beinggirl.com, cho
phdp cac khach hang thieu nien co the tim cau tra 16i cho nhang ban khan
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cua minh; pantene.com cho cac khach hang tao cac mau toe rieng va duqc
tu van ve tOc; reflect.com cho cac khach hang hm chQn d6 my pham. Den
nay, P&G la ding ty ban le di dau trong then khai cac du an tren web chir
yeu tap trung vao nghiem ciru thi tnremg va quang cao tivc tuyen.
Myc tieu chinh dm P&G la xfiy dung xung quanh moi san pham chinh
mot cong dong ngued sir dung tren web. Thong qua vie'c xay dr,mg va duy tri
website cong ty huang tai cac mix dich sau:
- Phat tritn su nhfin biet ved cac nhfin hieu va xfiy dung uy tin cho
nhimg nhfin hieu chinh; thu thip thong tin ft khach hang; giam chi phi
quang cao; tien hanh quang cao den tong khach hang. Ban hang trirc tuyen
va ca biet h6a san pham theo tong yeu eau cua khach hang nhu reflect.com
- Cac dac ditm khac cua chi& lucyc quang cao tivc tuyen bao Xfiy
dung dOi tac Marketing chien ltrac nhu eVillage.com, dau tu vao cac cong ty
med co titm nfing nhu Plumtree Software va tham gia vao cac san giao dich
dien tir B2B cong vol cac ding ty khac nhu Unilever, Coca Cola, Hershey
Foot, cong ty tin tuang rang cac chi& luqc thuang mai dien tir se dem lai vi
tri dan dau ve thucmg mai dien tir tren thi truong. Tuy nhien, P&G ding nhfin
thay kha nfing chi thanh cong trong viec quang ba cac nhfin hieu.
147 do chinh khien P&G tung ra cac website nhu tide.com,
beingme.com la de thu thip gill lieu khach hang. Nhimg th8ng tin nay giup
cong ty ditu chinh chien lucyc marketing va quang cao hieu qua va chinh xac
hon. Cu tht nhu:
- Beingme.com cho phdp khach hang tra led cac cfiu hoi ditu tra tir d6
giai thieu san pham phir hop nhat vol nhu cau cim ho.
- Reflect.com chao ban nhong san pham dua tren cac se, thich cua
khach hang.
- Physique.com cung cap cac kitu toe cho ham 600 nghin khach hang.
III. Ket qui:
P&G dang tr6 thanh cong ty hang Mu vt hang tieu dimg tren mang vi ho
san sang thu tat ca cac chi& luqc thuong mai dien tir. Thanh cong cira P&G
trong (mg dung throng mai dien tir giup cling ty hoat &Ong tot trong th6i ky
kinh to suy thoai 2000-2003. Bang chirng la co phieu tang 50% trong khi gia
c6 phieu trong binh tai san giao dich chimg Ichoan New York giam 30%.
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COVISINT: San Giao dich din ht trong nganh o to
Cau hoi
1.BAi hoc kinh nghiem tir viec dau gia cac thiet bi san xuat 8 to?
2. M8 to quy trinh mua sAm qua dAu thAu truc tuyen?
3. Mo to quy trinh hoat dOng cua Covisint hien nay?
COVISINT
Tren the giai hien nay c6 khong nhieu cac nhA san xuat o to khac nhau,
tuy nhien ho mua linh kien, nguyen lieu va cac b0 phan tir hang nghin cac
nhA cung cap, nhang nha cung cap nay tiep tuc mua linh kien tir hang nghin
cac nhA cung cap khac. Truac day qua trinh mua sam thueyng cham, ton kern
va khong hieu quA.
Vao ngay 25/2/2000, General Motor, Ford Motor va DaimlerClysler
khai trucmg san mua sam dien tir B2B voi ten g9i Covisint. Muc tieu cua san
giao dich nay nham giam cac khau khong can thiet trong qua trinh mua sam
thong qua tich hqp va ph6i hqp gala cac nha cung cap nham giam chi phi
tang mirc dO thuan tien va nang cao hieu quA trong town b0 ngAnh o to. Ten
gqi Covisint la su ket hqp nhiing nguyen tic dugc sir dung khi thanh lap san
giao dich nay: CO c6 nghia lien ket, phi hqp, giao tiep; VIS c6 nghia tnrc
quan va cling c6 nghia IA tam nhin va tuang lai cua quan 15, he thong cung
cap; INT co nghia lA giai phap tich hop, cling c6 nghia la pham vi giao dich
tren khap qu6c te.
Muc dich cita san giao dich nay nham ket n6i nguii mua va nguai ban
trong nganh o to thanh mot mang luai duy nhat. Su minh bach ve thong tin
lam tang tOc dO ra quyet dinh va cho phep khA nang giao dich duqc thuc
hien m9i not m9i bk. ThOng qua web he th6ng nay cho phep nguai san
xuat lAp ke hoach va cap nhat lien tpc va thong bao nhimg thay d6i cho toin
b0 thanh vien cua chuOi cung img, ket quA lA can it hang luu kho hom, tang
kha nang dap irng nhu cau tnrac nhang thay gi tren thi tnr6ng nhanh hon.
Teen thuc to cac nhA san xuat o to sir dkuig mang luoi hang tram chuOi
cung (mg khac nhau. Do dO, he th6ng thong tin h.& nen vo ding phirc tap vi
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cac thanh vien trong chu6i cung img ding cung cAp cho nhieu nha san xuAt
khac nhau. Su phirc tap nay lam giam hieu qua trong qua trinh giao dich va
rat kho khan a nha cung cAp rap ket hoach san xuAt theo nhu cAu cua cac
nha san xuAt o to.
Covisint thay d6i co ban he th6ng thong tin trong nganh o to. Thay vi
mo hinh Kim to thap vai nhUng nha san xuAt o to a tren Binh, Covisint sir
dung mo hinh "vo lang" vai cac nha san xuAt nam a trung tam va cac nha
cung cAp nam a cac yang tr6n ben ngoai. Nam 2004 c8 19 nha san xuAt o to
Warn a trung tam cua Covisint.
MOt trong nhimg muc tieu chinh cua san giao dich la thiet ke san phAm.
Covisint cung cAp cho nhitng nha san xuAt nhtmg phat kien lan nhk trong
nganh 6 to. Kha pang tich hop va phi hop trong town b0 chuOi cung frng de
116 tro va phat trien san phArn d6ng thai de trien khai san xuk. Hien nay
Covisint thu hilt 30.000 nha cung cAp.
Do quy mo km, qua trinh trien khai tuong doi cham, tuy nhien theo bao
coo than 5 nam 2001 Daimler Clysler sir dung Covisint thanh ding trong
dAu thAu mua linh kien o to vai tri gia 3 tS, do la My chi trong b6n ngay.
D'au nam 2004 Computerware Corp. mua lai Covisint va mac du c8 mot
s6 kho khan ve tai chinh ding ty nay van phuc vu 20.000 thanh vien tai 96
mac.
425

ASITE: San giao dich din tir trong nganh xay d(rng
Cau hai:
1.Xac dinh cac yeu t6 dam bao thanh ding dm mo hinh nay?
2. So sanh Webcor va Asite?
3. Truy cAp Asite NIA mo to nhitng san phAm, dich vu mai nhAt?
4. Ngutm thu dm Asite tir dau?
5. Mo td cac cong cu du that', mua sam va quail l)",?
ASITE
Asite la mot san giao dich thuong mai din tir B2B trong nganh xay
dung tai vmmg qu6c Anh, thanh cong dm website bAt ngulin tir hoat dOng
mua sim va quan 1$, du an xay dung. DAc diem dm nganh xay d‘mg IA có su
phan tan, khoang cach ye mat vat lST va truyen thong gala cac thanh vien dm
chuOi cung img (nha thAu, nhA thu phu, kien trilc su, nha cung cAp nguyen
lieu...) day IA nguyen nh'an chinh lam giam hi'eu qua hoat dOng xay dung.
Asite.com duqc thanh lAp thong 2 nam 2000 bad mot nhOm nhung cong
ty hang d'Au trong nganh xay dung. Mo hinh kinh doanh dua tren hai lqi the
cira Internet: kha nang thong tin nhanh hon, hieu qua hart va nAng Luc xir IS,
th8ng tin qua Internet. Hoat dOng vai vai to IA mot cong thong tin va cung
cAp dich vu, cong nghe cho cac d6i tac. Asite nhanh chong phat trien thAnh
mOt cong thong tin lan nhAt trong nganh xay dimg.
Asite thu hilt dOi ngii nhan vien tir tat ca cac d6i tac de xay dung mOt co
s6 dir lieu ve kien thirc va kinh nghiem cho tat ca cac ben tham gia cong
tham khao. Tiep do cong ty dAt muc tieu tra thanh cong giao dich din tir
lan nhAt Chau Au trong nganh xay dung.
Ve co se:, ha tang, Asite quyet dinh khong to minh xay dung ma thay
vao do thiet 14p quan N d6i tac vai nht`mg nha cung cAp co san phAm
chuyen biet cao. Cong ty thiet l'Ap quan he d6i tac vai Commerce One - cung
cAp giai phap C6ng thuong mai din tir, Microsoft - cung cAp ha tAng cong
nghe va cac img dung nong cot, Attenda - thiet k'e va quan lSr N thOng co se,
ha tAng .4 mang.
426

Asite xay dl.mg 7 san giao dich trong Citing thtrcmg mai dien tir dm
minh nham plwc vu nhu eau dm tAt ca cac d6i tac trong nganh xay ch..mg.
Bao g6m: Building Owner, Developer, Trade Contracter, General
Contracter, Engineer, Architect, Material Supplier. Thuc hien tAt ca cac
ding viec tir thiet Ice den mua sam va phan ph6i. Quy trinh kinh doanh bat
dau tir viec phan tich cac van de ma cac dOi tac gap phai nhu mua sam
khong hieu qua, th8ng tin khong day N.
Asite cam ket xay dung he thong d6i tac th6ng qua giao dich tucmg tac
tren cac san giao dich. Giai pita') thuong mai dien tir dm Asite cho phep ket
not vao san giao dich a dang va thuan tien th6ng qua Internet, dap ring nhu
cau dm tAt ca cac ding ty tir lan den nho.
Viec ket hcfp gala cac cong ty hang dau trong nganh xay dung, kinh
nghiem quan Ijc ca so. ha tang cong nghe thong tin hang dau, giai phap cong
nghe thong tin hang dau cho phep Asite xay dung mot san giao dich lien ket
town b0 cac cong ty trong nganh xay dung.
427

GTN (Global Transportation Network): Meng van tai loan dm
Cau heft:
1.Xac dinh cac yeu t6 thanh cong cua GTN?
2. DOng luc thu but cac thanh vien tham gia la gi?
3. Cac bien phap nang cao chat lugng dich vu khach hang?
GTN - eng dung thwang m3i din tir vao van tai du?rng Wen
Ben canh nhising thanh cong cua cac san giao dich ve nguyen lieu va
san pham nhu ChemConnect va Covisint, mOt s6 san giao dich trong rinh
vuc dich vu ding dugc xay dung va phat trien nhanh chOng. MOt trong
nhimg cong giao dich dien tir ve van tai dikrng bien dugc biet den Wri ten
goi GTN mang van tai toan cau.
GTN dugc thanh lap nam 2001 voi su tham gia dm 13 hang van tai
du&ng bien chiem fling s6 tren 40 % kha nang van tai tren khap the giai va
mOt cong ty phAn mem GTNESUS chuyen ve cac phAn mem trong Logistic
toan cau va chuOi cung ung. Muc dich cua san giao dich la phuc vu nganh
van tai duang bien cu the bao g6m cac cong ty chuyen char, ngu8i giri hang,
cac nha cung cap dich vu (Ngan hang, dai 1S, bao hiem, cong ty giao nhan va
cong ty Logistic). Sir menh cfia san giao dich la thay d6i ve ca ban quy trinh
van chuyen hang tren pham vi toan cau thong qua sir dung Internet de cung
cap cac dich vu an toan va thuan tin cho khach hang va nguari chuyen chef.
De xay dung cong giao dich nay ban quan1S, da phi hgp yeti cac khach
hang de xac dinh cac nhu cau va giai phap dap frng nhung nhu cau day. Cac
giai phap B2B thuong tap trung vao mOt hoac mOt s6 nhirng module có kha
nang dap img mOt hoac mOt so nhu cau nhat dinh rat kho phii hap voi nhu
cau van tai do dO can xay dung mOt san giao dich mai. San nay phai dap
img dugc nhimg giao dich ca ban nhu thue tau, bao gia, thanh toan, kiem tra
hang, thikmg luting ve cikrc phi, quan IS/ container va lap lich van tai. GTN
cung cap he th6ng booking tieu chuan hoa, 4 thong xir 15, chung tir va he
th6ng theo dOi hang boa dtmg thai cung cap dich vu hO frg khach hang tot
hcm va hieu qua ham.
428

Ben canh do san giao dich dien tir GTN cling cung cap kha nang cac
Wet hoa cho pile!) cac khach hang va ngued chuyen cha to thay d6i cac
thong tin theo nhu cau bao gem quan 1S, mac phi, du bao nhu cat' va phan
be nguem ltrc.
Loi ich cua he thong nay dei v6i nganh van tai duomg bien bao gem:
- Tang hieu qua va giam chi phi. Nghien ciru nam 2002 dm Accenture
ix& tinh chi phi tiet kiem tir he thong nay dat 5 — 10 %. Ben canh do GTN
giup cac ding ty chuyen ch .& giam chi phi dau to vao cong nghe thong tin de
xay dung he thong rieng caa ho.
- lieu churn hOa va a sir dung. GTN to deng hOa nhOng giao dich Co
ban va tao dieu kien thuan lien hcm cho cac khach hang khi giao dich vbi
nhieu nha cung cap tren met san co tieu churn chung.
- An town va bao mat. GTN cung cap met moi tilting an town va bao
mat cho khach hang va nguari chuyen cher khi lien hanh giao dich qua
Internet.
Nganh van tai throng bien ngay cang tra nen canh tranh hcm va doi hoi
phai co str plied hop a giam chi phi giira cac hang van chuyen. He dieing
dm GIN gulp tang cutmg phei hop gitra cac hang chuyen chef chia se he
th6ng thong tin thong qua chu'an ma, tang cuOng giao dich thong qua Web.
Ung dung cong nghe thOng tin hieu qua la yeti t6 guy& dinh den thanh
cong cua GTN. Ca so dir lieu dtrgc churn h6a phu hop vgi he th6ng cua tat
ca nheng nguOi sir dung.
Cac quy trinh giao dich ding tieu churn hOa cho 010 ngtr6i chuyen
chef giai thieu dich vu den khach hang a dang va thuan lien. Khach hang co
the tra ciru thong tin tren toan bo he then va booking met cach thuan tien.
He thong con cho phdp cac ben tham gia tien hanh cac giao dich &au that'
truc tuyen. Thank cong dm GIN ducfc tap chi InforWorld danh gia la met
trong ba du an thanh ding nhat nam 2002.
429

CHEMCONNECT: San giao dich nguyen 1igu trong nganh hda chat
Can hoi:
2. Ytu t6 dam bao thanh cong?
3. So sanh vori 1 website ding nganh tai Viet Nam?
1. Van de:
Viec mua ban nguyen lieu va ban thanh pham hoa chit, nhua va cac
nguyen lieu lien quan dugc hang nghin cong ty tren khap the gioi thuc hien
hang ngay. Tnrac khi c6 internet, qua trinh giao dich nay dien ra vai t6c do
cham, phan tan, kern hieu qua va chi phi cao. Hau qua dm qua trinh nay la
ngtrai mua phai tra gia cao, ngtdri ban chiu chi phi cao va can nhieu trung
gian de t6 chirc quy trinh mua sam.
2. Giii phap:
Ngay nay ngtrai mua va ngueri ban cac san pham haa chat NIA nhua co
the gap nhau truc tuyen thOng qua nhimg san giao dich dien tir, dien hinh la
Chemconnect.com. Cac cong ty hang (tau the giai trong nganh cong nghiep
Floa chit, nhu Bristish Pertroleum, Dow Chemical, BASF, Hyundai,
Sumitomo, va rat nhieu ding ty khac cid va clang thuc hien giao dich dien tin
thong qua ChemConnect hang ngay. Nhang ding ty nay c6 the tiet kiem chi
phi, giam tiled gian giao dich, tim dugc cac thi tnrang mai va cac cl6i tac
kinh doanh mai tren khap the giai. Day la nhitng nguai dau tien tham gia thi
tnrang dien tir B2B trong nganh cong nghiep hoa chat.
ChemConnect cung cap san giao dich dien tir va cong thong tin cho han
9000 thanh vien a ten 135 mac. Thanh vien cita ChemConnect gem cac
nha san xuat, khach hang, nha phan ph6i, cac trung gian trong nganh cong
nghiep hoa chit.
ChemConnect cung cap cho cac thanh vien nfOt trung tam giao dich vai
3 hoat Ong chinh:
430

- Trung tam giao dich cho nguai mua. Tai trung tam nay ngu?yi mua c6
the tim nguai ban veil khip the giai. Ngtrai mua c6 the dang cac yeu cAu
chao hang, cac thu mai diu thAu, thuang luting, dam plan...
- Trung tam giao dich cho nguai ban. Tai day nguai ban co the chao
ban cac san phim cho cac khach hang tiem rang tham gia diu thu vOi hang
nghin san phim dugc diu thAu thuang xuyen.
- San giao dich hang hoa ket not cac san giao dich dien tir teen lc* the
gioi ve mat hang hoa chit nhua va cac mat hang lien quan. Cac thanh vien
c6 the giao dich tai M91 tiled diem de tra ciru cac thong tin cap nhat nhit tren
the giai. Cac nha kink doanh co the chao mua, chao ban nhanh chOng, bi
mat, an toan trong su6t qua trinh giao dich. Cac thanh vien cua
ChemConnect co the sir dung trung tam giao dich de nang cao hieu qua mua
va ban thong qua dich vu to deng h6a chao mua chao ban. Trung tam nay
cho phep cac thanh vien dam plan hieu qua han vai the d6i tac hien tai
cling nhu tim kiem d6i tac mai de tham gia cac giao dich mua ban. Vai ten
9000 cong ty thanh vien, Chemconnect la met dia diem rat hieu qua de co
the tim dugc intic gia tot nhit va nhirng dieu kien giao dich thuan tien tren
the giai. Ben canh do, cac thanh vien co the truy cap ca sa cut lieu voi han
63.000 san phim hoa chit va nhkra.
ChemConnect IA met trung gian dec lap, co nhang quy tic huang clan
cu the dam bao six cong bing trong cac giao dich thuang mai. Tit ca nhang
quy dinh phap ly, quy dinh ve thanh town, quy tic giao dich va nhting huang
an lien quan dugc th6ng bao dAy du va chi Wet. M6 hinh doanh thu g6m phi
giao dich hang nam cua cac thanh vien, phi dang ky diu thAu va diu gia.
Cac thanh vien chi tra phi cho cac giao dich da dugc thkrc hien thanh cong.
Ca 3 dich vu teen deu dugc cung cap trixc tuyen thong qua Bloombeg.com,
va dugc chuyen sang 30 thir tieng lchac nhau. Cac d6i tac cling cung cap rat
nhieu dich vti h6 trg. Citigroups va ChemConnect ding ph6i hop cung cap
met s6 dich vu cho cac thanh vien. ChemConnect ding cung cap he th6ng
thong tin de ket n6i yen cac thanh vien va quan 157 met mang luoi khoang
10.000 cong ty.
431

3. Ket qua:
Lgi ich tong the ma ChemConnect dem lai cho cac thanh vien la kinh
doanh hieu qua Ilan, cac giao dich vOi chi phi thap hail, qua trinh dam phan
giao dich nhanh chong hen.
Cling mot qua trinh mua sam dL thau truyen thong co the mat mOt vai
tuan them chi Vai thong. Thong qua san giao dich dien tir, mot ding ty clat
mua 100 tan Axit phan ph6i den Urugoay vori gig ban Mu 1.1$/kg, dugc
giam xuOng 0.95$ qua 6 chao thau lien tiep chi trong yang 30 giay. Ben
canh do ngutri ban ding tim dugc nhieu nguai mua hen de tieu thy hang him
du thira.
ChemConnect tip tuc phat tri'en, ma rOng mpg luori thanh vien va
tang s6 lugng giao dich hang nam. Cong ty bat Mu co lgi nhuan nam 2004.
MOt trong nhung yeu to thanh cong la do 40 ding ty hOa chat hang du the
gioi nam gill 1/3 c6 phieu ding ty. YL t6 thir 2 clan den thanh ding la cac
doanh nghiep trong nganh sir dung san giao dich nay thutrng xuyen. Yeu t6
thir 3 la cac thong tin thi tnrong dm ChemConnect dugc cung cap trirc tip
qua Bloombeg - kenh thOng tin tai chinh hang Mu the gioi.
432

CISCO: Mo hinh elearning thanh cong
Cau
1.Bai hgc kinh nghiem?
2. Yeu to dam bAo thAnh ding?
3. So sanh von 1 website ding nganh tai Viet Nam?
1.Viin de
Cisco System IA met trong se nhimg cong ty cong nghe cao phat trien
nhanh nhat the OM, chuyen ve cung cap cac thiet bi mang. He thong san
pham dm Cisco lien tuc dugc phat trien va nang cap do do doi hoi lien tuc
dao tao va tap huan nhan vien de sir dung va tieu thy nhimg san pham nay.
Cisco nhan thay nhan vien, doi tac kinh doanh, sinh vien trong ngAnh cong
nghe thong tin deu có nhu eau dugc dAo tao lien tuc. Phong hoc truyen
thong khong the dap img dugc nhu eau dao tao ngAy cang tang. Trong met
nam, Cisco da to chirc 6 den 10 lan khoa tap huan tai nhieu dia diem nhung
van kh8ng dap img dugc s6 lugng sinh vien ngay cang tang cong von fee dO
tang truong nhanh cua cong nghe thOng tin lam cho viec dAo tao vira ten
kern vira khong hieu qua.
2. Giii phap
Cisco tin rang Elearning lA met giai phap cach mang de dAo tao dei ngil
lao deng va cac doi tac nhcmg kien thirc va ky nang can thi'e't nham bin str
thay del ve cong nghe troy thanh 19i the ciia cong ty. Vi vay Cisco trien khai
cac chuang trinh Elearning cho phep sinh vien nghien ciru cac phan mem
phan cuing va cac quy trinh sir dung man. Theo quan diem dm Cisco khi MQi
nguiyi tham gia vao h9c truc tuyen ho se nhan thirc dugc day lA cach nhanh
nhat, thuan tien nhat alay dugc thong tin ma hoc can.
De trien khai Elearning, Cisco da thAnh lap ra met Itrc lugng Delta
Force do chinh Tong giam dec dieu hAnh John Chamber, phong IT va nhom
giAi phap hoc qua Internet. Nhiem vu dau tien cua DF IA xay dung hai cong
433

Elearning, C6ng thir nhAt danh cho 40 cong ty doi tac va ban san pham cua
Cisco, cong thir hai danh cho 4000 ky su he th6ng nham cung cap dich vu
sau ban hang.
De khuyen khich nhan vien sir dung he th6ng Elearning, Cisco da ap
dung cac bien phap sau:
- Coi Elearning la met phan bat buOc cua nhan vien.
- Xay dung he thong Elearning yid cac cong cu truy cap qua Internet de
dang.
- Giam su phirc tap, tang su him ich thong qua cac bai Test giiip nhan
vien tang cudmg kien thirc va ky nang nhieu han la danh gia trinh d6 hien
tai.
- Giup m9i nhan vien vugt qua duac bai Test can thiet thong qua cac
bai luyen thi, tai lieu twang dart va thi thir.
- Tao dieu kien cho ngtroi quan 15, theo d6i, quail 15, tien des hoc tap dia
nhan vien, danh gia skr thay d6i ve kha nang va ket qua cong viec.
- Dua ra nhitng phan thuang cu the nhu c6 phieu, than chfic, tien
thudmg cho nht-mg nhan vien tham gia Elearning va dat duqc nhimg chimg
chi theo quy dinh.
- Coi Elearning la met thuerc do chitin lucre tir ten xwing dual cho tat
Ca cac lanh dao dm Cisco.
DM vai cac nhan vien, d6i tac va khach hang dm Cisco to chirc trung
tam Elearning Center For Excellence. Trung tarn nay to chirc dao tao tai ca
sa dm Cisco ding nhu ca so dm khach hang thong qua Internet.
Cisco cung cap hang boat chuang trinh dao tao thong qua Elearning.
Nam 2001 Cisco chuyen doi met chuang trinh dao tao ben ngay nreri có
giang vien htrang clan (ILT Instructor Led Traning) ve he thOng thong tin
lien to chirc ciia Cisco thanh /nest chuang trinh dao tao tr%rc tuyen. Muc tieu
dia chuang trinh nham dao tao cac ky su he th6ng, plurcrng phap ban hang,
cal dat cau hinh va van hanh nhang cong nghe chu chOt dia Cisco.
434

3. Ket qua
Chi rieng vOi khoa dao tao IOS, Cisco da thang ke duqc ROI nhu sau:
- Chi phi 12.400 USD de xay dung nai dung chucmg trinh
- KhOa h9c tiet kiem cho moi ky su he thang mat ngay lam viec, 20 %
chi phi di lai An a dm 1 tuan tai San Jose. Cu the la khoang 750 USD tien di
lai An a va 450 USD lien lin:mg mat ngay, tang cong 1200 USD cho mat ky
su he thang.
- Vai 17 ky su he thang tham gia kh6a hoc Ian au tien tang chi phi tiet
kiem la 20.400 USD, vi vay chi vai khoa h9c au tien Cisco da bit duqc tien
chi phi va con cloi ra 8.000 USD.
- Tir thang 3 nam 2001 dich vu IOS cung cap 2 khOa hQc mat thang cho
40 k'y str he thong.
- Teti flan di, nay mOi ram Cisco tiet kint dugc 1.152.000 USD
Nam 2004 so 1u9ng nguai tham du dao tao truc tuyen dm Cisco dat
tren 12.000 nhan vien ban hang, 150.000 nhan vien cua dai tac va tren
200.000 sinh vien. Cang tinh den nAm 2004 Cisco a x'ay dung tren 100
chtrcmg trinh dao tao truc tuyen. Sang kin Elearning a gap phan kitting
nho vao thanh cong va tai chinh dm Cisco.
4. Bei huc
Cau chuyen dm Cisco cho thay ang dung cong ngh' thong tin vao dao
tao nhan vien ai tac va Ong clang thOng qua N thong Elearning la mat
cong cu dao tao rat hi'eu qua. Tir do an nay Elearing dA ngay cang tra nen
pita bien tai cac twang dai h9c va ca sa dio tao.
435

7-ELEVEN: eing dyng thwong m9i dien 111 trong kilm soot luvng hang hru
kho
Cau
1.Bai h9c kinh nghiem?
2. Yeu to dam bao thanh c8ng?
3. So sanh vai 1 website ding nganh tai Viet Nam?
1. VAn de
Mac da voi ten goi 7-Eleven ma cira tir 7h.00 am — 11 h.00 pm, 27.000
cira hang tren khap the giOi van hoat dOng 24/24h mot ngay tao ra sir khac
biet rat nhieu voi nha ban le khac. MOt diem khac biet not bat dm chuOi cira
hang ban le tri gia 36 ti do la My nay IA danh muc san pham rOng va da
MOt cira hang 7-Eleven trung Binh tieu thu 2.500 san pham khac nhau.
Phan Ian mat hang bao gom banh, cit) an nhanh, san pham sfra la nhung mat
hang de hu hong can ducyc giam sat ve chat lucmg va giam ti le hu hong.
Thi tnrOng tieu thu cila 7-Eleven rat rOng, len tai 6 trieu khach moi
ngay, trai rOng tren m9i m9i phan doan thi tru6ng ca ve lira tuOi va thu nhap.
Vi co phan doan thi truang rang va cac cira hang co vi tri gan nhau, 7-
Eleven rat linh hoat trong viec mua sam va quan 1ST cira hang. Tren mOt so
khu vuc, nhu eau cua khach hang rat da clang nen nha quan 1Si phai dap irng
duqc moi yeu eau cua tong phan doan thi tnrong.
CuOi ding, quy m8 cua moi kho hang thuang nhe. Mac diz hang h6a v8
ding da dang va so"' lugng lon thi lugng hang luu kho van duce duy tri
mirc tOi thi'eu. Tai moi thoi diem, phan lon luting hang ton kho cua 7-Eleven
duot cha bang xe tai tren d&mg toi cira hang.
Quy mo cua kho hang nho CO ilea la thuimg chi co 2 hoac 3 quay
thanh town. Boi vi khach hang muOn mua hang nhanh ch6ng nen phan cimg
va phan mem POS — Point of Sale phai hoat &Ong rat nhanh va dap img kip
nhu cau.
436

2. Giai phap.
Sherry Neal la nhan vien kho hang lanh dm 7-Eleven tai Rockwall,
Texas. Chi can theo dei tren man hinh met may tinh cam tay nho la c6 the
tim dugc dir lieu ban hang trong yang 4 tuAn. Thong qua mang may tinh
khong day, quan 1S, cira hang 7-Eleven c6 the OA hang cho ngay tier) theo
ma khong can dai khOi ban lam viec cua minh.
Cimg hie do, met lai xe tai dang san sang cha sfr'a a dem giao thi
nguai quan ly kho hang dimg anh ta lai, "Cha met chat" — ngtrai quan 1S/
kho not va xem thong se tai dAu dgc RFID cua minh, "Nhang thimg sira nay
da bi hong. Mac du, hien tai cluing dang dugc bao quan a nhiet de tot,
nhung chimg da bi de ham ming trong 9 tieng ngay hem qua. Chung ta
khong thy nhung thimg sira nay ncra. Nhang thimg khac deu dat tieu chuAn,
hay giao chung di." Cau chuyen ve chuyen giao sita vira rei co the chi la
chuyen ke, nhung may tinh dm Sherry Neal la co that, va cong nghe nay
hien dang dugc sir dung rang rai tai cac cira hang ciia 7-Eleven.
Ca 2 cau chuyen ten deu not den cong nghe nhan Wet qua tan se radio
(RFID). Khi (Ring g6i mot san pham, ngtrai ta gan them met con chip china
dung cac thong tin ve ngay san xuat, noi san xuat, se 10, ngay ban hang.
Chip va anten nho dugc gan vao met mieng nhua nho bang &mg 25 xu. Khi
dugc kich hoat bang song radio dm may RFID, con chip chuyen tai thong
tin den may dgc va nha quan 1S, co the so sanh dugc hang trong kho, vai
doanh se ban hang va 41 hang mai. Cau chuyen ve 18 stra tren dugc dua
teen the RFID "th8ng minh" co the luu lai nhung thay d6i ve moi trui:rng, tuy
nhien ding nghe nay hien con rat (lit va clura the sir dung Ong
Keith Morrow — giam dee cong nghe thOng tin dm 7-Eleven cho biet,
chuOi cira hang cila Ong dac Net chti trong tai RFID. Phtrcmg pilaf) theo del
nay lam Ong rat tang thit. Ong n6i: "Chung tOi muen nhung thong tin do a
mire chi tiet han, dac biet la dei vdri cac san pham thirc an va sita. Trong met
the giai hoan hao, chimg ta co the kiem soat dugc mgi thir thong qua thai
gian sir dung cita san phAm tuai song". Nhung chi phi la bao nhieu? Ong
Morrow ding cho biet them rang Ong ding lo ngai ve gia "Viec nay se
khien cho gia cua moi chiec sandwich len tai bao nhieu?" Hien nay, gia cua
437

mOi the RFID va &au doc qua cao va kho c6 the ph6 bien rOng rai tong nghe
RFID. Tuy nhien, nguari to by vong gia cita ding nghe RFID se giam manh
va dugc sir dung rang rai trong nira thap ky tad.
Trong mOt th6i gian ngan, 7-Eleven da ky mOt hop dung hap tac ph'an
mem POS d'Oc quyen voi cac hang san xuat phan cimg nhu HP, NCR va
NEC. Cong nhe nay dang dugc trien khai tren han 5.300 dia diem teen toan
nuac My va hira hen thay d6i dugc cach luu kho hien nay. Cong nghe nay
dem lai t6c dq xuat hang cao han, nhtmg d6 chi la khoi dau. Cong ty du kien
se sam thin nghiem the thanh town tra tusk sir dung song radio tai cac cira
hang 6. Texas va Florida. Nhimg the radio nay ding giling nhu the
Speedpass dm Exxon Mobil Corp. se giup 7-Eleven kiem tra hang xuat kho
nhanh han bao gi6 het.
3. Ket qua
Cac chuyen gia dm 7 —Eleven cho rang h6 th6ng kiem soat hang km
kho se gifip cac nha quan ly xac dinh luting hang can thiet phi' hop voi nhu
cau. Cac thiet bi kh8ng day gidp cac nguoi quan 157 cira hang giai guy&
dugc cac kho khan tru6c day : dat hang dung s6 luting can thiet cho mOi mat
hang. D4t hang thieu c6 nghia la giam doanh thu, dat hang thira co nghia la
tang chi phi.
Cac thiet bi khOng day nay c6 man hinh cam ling, anh san pham do d6
a clang sir dung va CO dO chinh xac cao.
4. Bai h9c
7 — Eleven la mOt trong rat nhieu ding ty dang sir dung cac thiet bi di
dOng a quan 1S, hang luu kho tot han, tang hieu qua kinh doanh, cai tien
dich vu khach hang va tang lgi nhuan. Tren thuc t6 WALMART con tien xa
han bang each sir dung cOng nghe RFID. Cac doanh nghiep dang trang bi
cho l?c luting ban hang may tinh cam tay, cung cap chO khach hang dich vu
Internet khong day mien phi...
438

EBAY• Website dtiu gid Low what thi gioi
Cau hal:
1.BAi h9c kinh nghiem?
2. YL to dam bao thAnh cong?
3. So sanh yen 1 website cong ngAnh tai Viet Nam?
EBay
Den nay, eBay lA mot trong cac mo hinh kinh doanh dien tir thAnh cong
va c6 mirc lad nhuan hang dau hien nay. Y Wong kinh doanh den v6i Pam
Omidyar, mot nhA suu tam cac d6 co, da dugc doanh nghiep trai ciia Pam la
Pierre Omidyar phat trien thanh mot mo hinh &Au gia true tuyen rat thAnh
cong.
Giai phap
Nam 1995, Omidyar thanh lap mot cong ty &Au gia vai ten goi
AuctionWeb, sau dugc dei ten thanh eBay vo7 se san pham dugc dua len
dau gia trung binh 500,000 san pham/ngAy. Den nay c6 khoang 20 trieu
ngtrad sir dung eBay. Hoat Ong kinh doanh dau tien cua eBay IA cung cap
mgt san giao dich dien tir atien hanh cac giao dich dau gia C2C. Trong mo
hinh nay, may tinh dam nhiem vai trO cua ngtrad to chirc dau gia. Tren eBay,
nguari to co the dau gia hau nhu m9i thir. eBay thu mot khoan phi khi clang
tin dau gia va tri gia cac giao dich dau gia. Phi dang thong tin du gia ding
dugc chia theo cac mirc d8 khac nhau, phi cao nhat giAnh cho cac san pham
dau gia dugc dang tai tren trang
Quy trinh dau gia dugc bat dau khi ngtrai ban dien vAo form thong tin
va clang tai ten eBay. Ngtrad ban cung phai (tat ra mirc gia t6i thieu va thad
gian hieu luc cua chAo ban. NL dau gia thAnh cong, nguad mua va nguasi
ban c6 the thugng *mg hinh thirc thanh town, giao hang, bao hanh va cac
dieu lchoan khac. eBay &mg vai tr6 trung gian; qua do, ngtrad mua va ban c6
the tien hAnh giao dich.
439

eBay khong tham gia cac hoat dOng nhu km kho hang, giao nhan nhu
Amazon.com va cac nha ban le khac. eBay chu yeti phpc vu cac khach hang
ca nhan, tuy nhien ding c6 nhung Bich vu ma rOng ra cho cac khach hang la
doanh nghiep.
Nam 2001, eBay bat dau tham gia dau gid cac tae pham nghe thuat vai
www.icollector.com va www.sothebys.com Do khong thu duqc lqi nhuan,
na'm 2003, eBay va sothebys tdch rieng thanh hai mang hoat dOng, theo do
eBay quang ba hoat dOng dau gid truyen thiing cua Sothebys ten Live
Auction va ding thai day manh hoat dOng dau gid cac d6 c6 va my nghe.
Ben canh do eBay ma rang hoat dOng ra qu6c te, den nay c6 lchoang 31
nuac tham gia, trong do dien hinh co my, Canada, Phdp, Thuy Dien, Brazil,
Anh, pc, Singapore va Nhat Ban. eBay ding co nhfing sites rieng tai mgt so
nuac nhu Trung Qu6c, An DO, Han Qu6c va Nhat Ban tai do cac hoat dOng
hien nay chiem 46% doanh s6 cua eBay. Nguai mua to han 150 nuac tham
gia cac hoat dOng cua eBay. eBay ding cho phdp cac doanh nghiep tham gia
diu gid cac san pham cho ca mo hinh B2B va B2C.
eBay da xay dkmg duqc 60 trung tam dau gia tai My, cho phep ngudi
mua co the tim nhung san pham tai cac yang lan can, them chi gap trtrc tiep
de lien hanh giao dich. Ben canh do, eBay ding co nhitng site dau gid chuyen
nganh nhu 8 to tai eBay Motors. Giao dich co the dugc thuc hien tai mqi nai,
Mcn luc. Giao dich thucmg mai dien tir khong day ding duqc trien khai.
Nam 2002, eBay Seller Payment Protection duqc trien khai de dam bio
thanh toan duqc thuc hien an town han. Nguii ban duqc bit° ve tot han va
tranh duqc cac thanh town bang the va sec gia. Khi da thanh cong va co hang
chuc trieu khach hang, eBay bat du ma King hoat dOng sang linh vi src ban
le. Day co the la phan img tnrac viec Amazon.com ma dich vu dau gia,
nhung ding co the la buoy phat trien hqp 15, dm viec da dang hoa hoat dOng
kinh doanh. Den cu6i atm 2003, eBay ding da xay dung xong mot so site
chuyen ve mgt s6 nganh hang nhat dinh.
MOt mo hinh thanh ding aka la eBay Stores, tai do eBay cho cac ca nhan
va t6 chile thue lai dien tich ten do de kinh doanh. Cac khach hang co the sir
440

dung dien tich nay de mua ban hoac dau gia. Nam 2002, eBay giai thieu
dich vu Business Marketplace, tai dia chi eBay.com/businessmarketplace .
Site nay tap trung tat ca cac &Au moi mua ban cua doanh nghiep tren do de
doanh nghiep co the tim ducic moi thir minh can tai met dia diem.
Ket qua
eBay thuc su co tac Ong lOn dei vai hoat dOng kinh doanh dien tit. Cac
mo hinh cua eBay khong chi nh'am thu loci nhuan ma con x'ay dung ductc met
cong deng Lem de duy tri cac hoat dOng. Vori tong s6 thanh vien nam 2004
dat 125 trieu ngu&i. Theo bao cao tai chinh cua cong ty, doanh se ban hang
qua eBay dat 40 tS, do la MST' dem lai cho cong ty doanh thu khoang 3 tS ,
USDvaloinhuAnkhoang500trieudolaMy.
CO the thAy, nai duy nhAt hien nay moi ngu&i clang tien hanh giao dich
thucmg mai true tuyen nhieu hcm truyen thong la c/Au gia dien tir. Ban le
dien tit hien nay van thAp hon ban le truytn thong 5%.
441

AMAZON.COM: nut hifn don d I hang tryr tuyin
Cau h6i:
3. So sanh von 1 website cling nganh tai Viet Nam?
1. Nhiing kW, khan:
Voi hinh thirc ban le truyen th6ng, khach hang di den dm hang mua
sim va mang hang v'e nha. VOi hinh thirc ban le Ulm tuyen, khach hang dat
hang qua mpg va hang h6a dugc chop den nha cua khach hang. Do d6, viec
luu kho hang hoa to. nen het six can thiet. Tuy nhien, viec nay doi hoi nhieu
chi phi va thai gian, tham chi lam triet tieu cac lgi the dm ban le truc tuyen.
Amazon.com, vua ban le true tuyen ding da phai d6i mat von vAn de nay.
Khi thanh lap vao nam 1995, mo hinh kinh doanh dAu tien la "Virtual
Retailing" hay ban le ao voi khong cila hang, khong c6 hang trong kho va
khong c6 he th6ng phan ph6i. 1"7 tuerng kinh doanh ban dAu la chi chAp nhan
nhcmg don dat hang qua mang va chAp nhan thanh town. Sau do de cac ben
con lai thtrc hien dun dat hang. Trong thOi gian ngin Amazon.com da nhan
thay mo hinh kinh doanh nay c6 the phO hop fed cac cfra hang ban le nho
nhung kh8ng the phii hop von mOt cfra hang ban le khting 16.
2. Giii phap:
Amazon.com quyet dinh thay ct6i mo hinh kinh doanh va to xir lY hang
km kho. Cong ty da dAu to khoang 2 ty do la My de xay dung kho hang tren
khap nuac My va nhanh chong troy thanh cong ty hang Tau ye quan ly kho
hang, to dOng hoa kho hang, dung goi, va quan ly he th6ng cung ling. Viec
t6 chirc phan ph6i hang den khach hang dugc ding ty thue 10 dich vu cua
UPS va U.S.Postal-Service.
Amazon.com da thuc hien hang trieu don hang mOt cach hieu qua nhu
the nao?
442

Buirc 1: Khi 1 khach hang dat hang truc tuyen, may tinh kiem tra vi tri
cua nhfing mat hang. May tinh ding xac dinh trung tam phan ph6i nao trong
he th6ng cfra Amazon.com se thuc hien don hang nay. Trong tn.rang hop
khac, may tinh cling co the xac dinh nha cling cAp se thkrc hien don hang nay
neu Amazon.com chi dong vai tro trung gian, ban le. Dan dat hang dugc
truyen true tiep den trung tam phan ph6i hoac nha cling cAp. Cac btrac thIrc
hien don hang tai cac trung tam phan ph6i cua Amazon.com , vai dien tich
khoang 80 nghin m2 dat tai Ferny-Nevada.
13thfre 2: Quan 15, kho hang, nguai quan 1S, kho hang tai trung tam phan
ph6i nhan tat ca cac don hang va dieu ph6i trim tuyen den cac nhan vien cu
the.
Birk 3: Cac mat hang (sach, games, CD...) dugc km kho trong cac
khoang hang ten gia. Moi khoang hang có mot den do va mot nut dieu
khien. Khi don dat hang d6i vai mon hang nao dugc xac nhan thi den do se
to &Ong bAt sang. Ngutri giao hang di doc theo gia hang va nhat mon hang ra
khoi don hang. Sau khi nhat mon hang nhan vien An nut a Reset lai hang.
Neu den tiep tigic bat sang thi h9 lai nhat them mot mat hang. Cu the lap lai
den khi den tit hAn.
Buk 4: Cac mon hang dugc dat vao mot bang chuyen trong he th6ng
bang chuyen dai khoang 15.000m tai moi kho hang.
Btrov 5: Hang tren bang chuyen dugc chuyen den vi tri trung tam, tai
do ma hang dugc kiem tra vai tong don mat hang. Sau do dugc tiep Arc
chuyen den khu vuc dong goi. He th6ng may tinh xir 1S, cac don hang d6ng
th6i cho phep cac mat hang dugc lAy tir nhieu diem khac nhau trong kho.
Chuyen den ding mot dia diem de dong goi.
Bulk 6: Neu khach hang yeu cAu goi qua, viec nay se dugc thvc hien
bang tay.
Book 7: Cac kien hang dugc dong goi, can Ong, dan nhan va chuyen
den 1 trong 40 c6ng giao hang cua kho. Tir day, hang dugc chuyen den UPS
hoac USPS. Trong toan 130 quy trinh hang luon dugc scan lAy thong tin
ve tinh tang hang hoa.
443

3. Ket qua
Moi kho hang c6 the phan phi dugc 200.000 mat hang trong met ngay.
Tat ca 5 kho hang c6 the giri den 3 trieu mat hang trong met met ngay trong
th6i kST cao diem cila cac ngay le. Tuy nhien, trong nam 2004, nhcing kho
hang c6 kha nang phan phi dugc 1 trieu mat hang trong met ngay, vi sir
chain tre xay ra trong nhang gib cao diem. Amazon.com cho nhang nha ban
le khac thue lai met phan kho hang - Target va Toyrus. He th6ng nay dem
lai cho Amazon.com dinh gia thap han va co nang luc canh tranh cao han,
dac biet to khi cong ty trey thanh met sieu thi ban hang tivc tuyen kh6ng 10
voi hang nghin mat hang dugc ban throng xuyen. Tir nam 2004 ding ty bat
dAu c6 Lai nhuan on dinh.
De tang hieu qua giao hang, cac mat hang dugc ghee vao trong met
chuyen hang. Viec nhan hang tra lai dugc thuc hien boi met cong ty chuyen
trach la Alterac.com dat tai Aborn — Washington.
4. Bii h9c:
Amazon.com cho thy su phirc tap d6i voi viec th%rc hieu dan at hang
dloi Teri ding ty ban le tr%rc tuyen 16n tren mang. Thuc hieu dan d4t hang la
met phAn 1&n dm TMDT va la yeu t6 quy6t dinh thanh cong cho hoat &Ong
ban le ten mang.
444

SEARCH WARS: Mo hinh cong cu search
Cau
1.Bai hgc kinh nghiem?
3. So sanh voi 1 website ding nganh tai Viet Nam?
1. Van de
M6t trong nhang linh vuc canh tranh nhat tren Internet hien nay la
Search Engine. Nhimg thucmg hieu hang dau dugc Ice den la Excite,
Lycos,Altavista, Inktomi. Nhimg cong cu search nay chit yeti dua vao phan
tich cac tir khoa — den tan sit& cac vi tri tir khoa ten cac trang Web. Den
nay lqi nhuan tir cong cu tim kiem con rat han the. Vi du Altavista do
Digital Equipment phat trien nham the hien phan cimg vOi cong suat cao
chic khong he dem lai lgi nhuan cho Digital.
Cu6c chitin ten Web bat du tir nam 1998 khi Google giori thieu cac
duang link dirge Ira chuOng. Google nhanh chong tra thanh cong cu search
dau tien hang du va ding la cong cu du tien co dugc 19i nhuan, ngu6n thu
cita Google chit yeu tir quang cao va chitin dich IPO thanh cong vao gala
nam 2004.
Thang 2 nam 2004 Yahoo da thay d6i mo hinh Web Directory thanh
Internet Portal vai ding cu Yahoo Search dugc xay dung tren cong nghe cua
Altavista, Inktomi va AlltheWeb. Thang 9 nam 2004 Amazon.com giai
thieu A9.com cho phdp nguOi dung luu tit nhUng th6ng tin tra cfru, ghi chit
ngay tren trang Web. Thang 11 nam 2004 Microsoft chay ban thir nghiem
MSN search.
Google cling phai d6i mat vai nhieu cong ty nho han trong link vuc tim
kiem tren Web nhu Teoma.com, dipsie.com, clusty.com, snap.com... Tat Ca
nhimg cong ty deu mu6n trO thanh Google tiep theo. Voi lgi nhuan va tieng
tam Google thin hai. Theo nguoi sang lap ra Internet Archeive 20% giao
dich tren Web tap trung vao 10 Website hang du.
445

2. Giai phap
De d6i mat voi cuOc canh tranh nay Google dua ra nhieu ding cu dtra
tren nang luc ve cong nghe search. Rat nhieu cong cu trong s6 nay dugc
cung cap voi phien ban thir nghiem bao g6m: Froogle.com,
catalogs.google.com, news.google.com, scholar.google.com, Google cling
thieu google wireless, google group, google answer. Ve mat chien
lugc google dang tan dung thuang hieu hang dau ve ding nghe va cac rinh
vut Nam ra ngoai finh vqc tim kiem ten Web. Doi khi nhiing chr an nay day
Google vao canh tranh trvc tiep voi nhimg cong ty khiing 16 trong thuang
mai dien
Print.google.com tuang to voi chtic nang cua amazon.com "search
inside the book"; Gmail.google.com canh tranh trqc tiep yeti hotmail va
yahoo; Google destop canh tranh vai chirc nang tim kiem ctia window.
3. Ket qua
Nhimg dich vu mdfi ma Google tung ra tan dung kha nang ve cong nghe
search a tim kiem thu dien tir sach va file tren may tinh da vugt ra ngoai
pham vi tim kiem tren web. Nhimg chi& lugc nay cita Google nham thuc
hien sir menh "to organize the world's information and make it universally
useful and accessible".
Ve mat tai chinh, Google ding chimg to thanh cong veri doanh so 806
trieu USD tinh rieng trong quSr 2 nam 2004. Thang 11 nam 2004 gia trj
google la 52 ti de la My bang dm ca hai hang Ford va General cong lai.
Chien lugc tiep theo cua Google la gi? Theo cac chuyen gia tai chinh
hog dung chinh cita Google la ding ngh'e tim kiem, doanh s6 va lqi nhuan
chit yeu tir quang cao gi6ng nhu cac cong thOng tin MSN va Yahoo. Lieu
nhung chien lugc ma Ong cua Google vao cac link v‘rc mai co lam phai mdf
tieng tam va lqi nhuan cita cong cu search s6 1 the gidfi hay khong? Nheng
chien lugc nay co can thiet hi!) trq su phat trim chien lugc cira Google hay
kitting? MO hinh kinh doanh thtrc skr cua Google la gi? Cau tra lai dOi voi
Mien cau hoi nay se quyet dinh chien lugc tiep theo cita Google trong
lchong gian s6.
446

4. Bai h9c
Tnrac h8t nhtmg chitin ludic Google dang thuc hi8n la ph ► hop voi th8
manh v8 cong ngh8 search. Gia tri nong cot ma google dem 14i cho khach
hang phii hgp vai khAu hi8u "To organize the world information"
Google khong phai la cong cu search dAu ti8n nhung google la cong cu
search tot that va thanh cling nhAt teen linh vuc tim ki8m. Google cling by
vgng thanh cong nhu vay vai gmail va googleprint.
447

CIGNA: eng dyng eCRM va cai tien dich vu CRM
Cau
1.Tai sao CIGNA phai tritn khai TMDT?
2. Hay chi ra hoat dOng CRM da dugc CIGNA thur hien?
3. Cac hoat dOng CRM c6 lien quan gi dtn thuc hien dan hang trong
nganh dich vu?
4. He th6ng CNTT va TMDT da cai tin va thuc hien dan hang nhu tht
nao?
1. Nhihig MI6 khan
CIGNA (cigna.com) la mOt trong 4 ding ty bao him 16n nhAt cua my.
Viec canh tranh ngay cang. gia tang trong nganh bao him lchien cong ty
giam tan nhuan khoang 500 trieu do la My nam 2002 va gia c6 phitu giam
40%. Ben canh do, cong ty ding chiu nhitu ap luc khac cua thi tnr6ng.
Tnrac htt, cong ty, cung vai mOt so cong ty bao him khac la Aetna
va Humana, bi dua ra tOa boi hang nghin cac bac sy teen khip Ca nu6c kien
ding ty vi theo ho cac cong ty bao him da cham tre trong viec tra tin cho
benh nhan cua h9. Cac bac sy buOc tOi cong ty bao him da cham tre thanh
toan va tir chti thanh toan a giam chi phi. Thir 2: Luc lugng ban hang dm
CIGNA trong khi c6 ging gianh nhirng khach hang Lan tnrac b6i canh canh
tranh ngay cang tang da cam ktt ring cong ty se tritn khai mOt he thtng
TMDT de cung cap dich vu khach hang tot han, tuy nhien he tilting nay van
chua dugc xay dung xong. Thir 3: Viec quan IY CIGNA dang chiu ap luc
giam chi phi sau khi 19i nhun suy giam. Do do, ban quan IY mong mu& co
mOt he tilling mai gOp phan giam chi phi va tang hieu qua.
2. Giii phap
CIGNA da dua ra mOt ke hoach 16n nham na'ng cap he tilting thong tin
Von dugc xay dung tir nam 1992 thanh mOt he thtng TMDT hien dai. Kt
hoach nay nham tich hap cac hoat dOng clang kY, xir ly va dich vu khach
hang. Tir do cac yeu cau ve y to co tht dugc xu ly nhanh hcm va hieu qua
448

hon. Wong thei cac nhan vien dich vu khach hang cling c6 the tiep can vai
khach hang tot hcm.
We thvc hien cac muc tieu teen, CIGNA phai cling c6 he th6ng cu va
tich hop vao he th6ng mOi. Tir do, CIGNA TA phat trien ra hai he th6ng tich
hop: met he th6ng kiem tra danh gia cac yeu cau tra bao hiem va met he
th6ng khac thu phi bao hiem. BO phan Cong nghe thong tin d'a xay dung
toan be co s6 CNTT tir dau de c6 the 118 trq hai he thong nay. We lam dugc
dieu nay, Be phan CNTT da cai t6 toan be co so ha tang CNTT.
CIGNA thue ding ty KAP Gemini ERNSTYOUNG de h8 trg trien
khai viec thay doi quy trinh kinh doanh va quan ly. CIGNA ding ph6i hop
CGEY de phat trien va trien khai cac ling dung TMDT nham cho phep
khach hang c6 the dang ky, kiem tra yeu cau bao hiem, kiem tra cac lgi ich
bao hiem va lva chon cac goi bao hiem khac nhau hoan toan trvc tuyen.
NhUng ling dung nay cho phep than vien phuc vu khach hang c6 the nhin
ding the thong tin ve tong khach hang va tir do nam dugc tong the qua trinh
giao dich vai tong khach hang nham phuc vu khach hang tot hon.
3. Ket qua:
Vao thang gieng nam 2002, ha tang CNTT va dich vu khach hang tri
gia 1 ty $ cua cong ty CIGNA di vao hoat Ong vai 3,5 trieu khach hang dm
he th6ng cu dugc chuy'en sang hai he theing mai trong yang vai phut. Mac
du CO met s6 trkic tr4 trong viec chuyen d6i, sau 6 than CIGNA da thanh
cong trong viec sira 18i va he thong !DM bat dau chinh thirc hoat Ong. Cong
ty cling khai tnrcmg website mycigna.com met cong thong tin tut tuyen
gifip khach hang co the tra cfru thong tin loi ich cua ho, Ilia chon, so sanh
cac ke hoach bao hiem, kiem tra filth tang thanh toan bao tam, truy cap
cac thong tin lien quan den y to va tham van trvc tuyen.
449

WAL-MART: Thwong mai dien ter trong nganh ban le Click & Motar
Call lad:
1. So sanh Wal-Mart.com va Amazon.com chi ra nhang di'e'm tucmg
Sing va nhUng net rieng dm 2 Website?
2. Danh gia kha nang canh tranh cua Wal-Mart va Amazon.com. Phan
tich cac dien kin thanh ding dm Wal-Mart khi tham gia Thuang mai dien
tir?
3. So sanh qua trinh mua hang er walmart.com va amazon.com?
4. Khach hang nuerc ngoai co nhirng lai ich gi khi mua hang a
walmart.com?
WAL-MART bin hang trvc tuyen
Walmart la tap doan ban le lan nhAt tren the giOi vii 2971 cfra hang tai
Hoa KS/, khoang 1355 cfra hang tren khAp the gioi va 528 CLB Sam. Wal-
Mart tuyen dung khoang 1,5 trieu nhan ding. IthAu hieu dm cong ty la: "Ai
la s6 mOt? Khach Hang". Wal-Mart da xay dk.mg dugc hinh anh thong qua
viec t6 chirc hieu qua qua trinh ban le va quan lf he th6ng cung cap, chief.'
thang &Si thi► canh tranh bAng chitin lugc gia thAp. Tuy nhien, Wal-Mart gAp
phai mOt van a trong chitin lugc ban hang tivc tuyen do la: Yeu to nhan
khAu hoc dm khach hang. Thi truang mvc tieu dm Wal-Mart la cac ho gia
dinh vai doanh thu 25 nghin do la my. Trong khi thu nhAp trung Binh dia
khach hang la 60 nghin do la my.
BAt chAp sv khac biet nay viec ban hang tivc tuyen (chu yeti la am
nhac, du lich va hang dien tit qua website walmart.com) ding dA chiem 10%
doanh s6 ban hang dia Wal-Mart tai Hoa KS ,. D6i thin canh tranh lau deri dm
Wal-Mart la Kmart Inc ding clang c6 gang thu but khach hang mua hang tai
website Kmart.com bang cach cung cap dich vv Internet mien phi. Kmart
ding tan cong bang cac chieu thirc giam gia. Tuy nhien, chitin lugc nay
lam giam lqi nhuAn dm Kmart nghiem tong va an den sv pha san vao
nam 2002.
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Wal-Mart cling tang cuang hoat &Ong thucmg mai dien tir bang viec
lien minh vai AOL vao nam 2001 de cling cap Internet d'e'n vung ngoai o va
nong thou dac biet la nhcing yang chua c6 cira hang oh Wal-Mart. Muc
dich dm Wal-Mart la thu hint nhung phan doan thi tnrang mai va giam tac
dOng dai vai cac cira hang hien tai. Wal-Mart cling sir dung mo hinh ban le
thich hop kk hop gift thucmg mai dien tir va thucmg mai truy&I theing.
Vao nam 2002 Walmart.com di vao giai doan an Binh cho phdp khach
hang mua hang, kie'm tra tinh trang don hang, dich vu ho trg khach hang, tra
lai hang, tim ki6m cira hang. Ben canh do cung cap mot s6 dich vu nham
xay dung cong d6ng nhu chia se anh.
Mac du Wal-Mart mai chi cung cap mot s6 mat hang truc tuy'en, nhung
s6 lucmg mat hang ngay cang tang. Nam 2004, Wal-Mart bat dAu ban cac
bai hat true tuy6n vai gia 88p mot bai canh tranh vai Apple iTune. Cac mat
hang c6 gia thAp hcm 5$ khOng dugc ban trnc tuy6n. Website thu but khoang
8 trieu loot ngtrai xem m6i tuAn. Thang 11 nam 2004, theo th6ng ke, s6
luting ngtrai truy cap tang so vai ding ky nam 2003.
Trong nam 2005 Wal-Mart tang ctrang them nhi'u san phAm mai vao
ban true tuy6n. Cac khach hang ntrac ngoai ding c6 th6 mua hang true ti6p
tit Website hoac nhan hang tir cac doi tic tai nuac do. VI du nhu mot khach
hang a Anh c6 th6 mua hang a Wal-Mart nhung nhan hang tai Asda.
451

GENERAL MOTOR: Sting kiln thwang mai din tirB2B
Cau hot:
1.Bai hoc kinh nghiem
2. Yeu t6 dam bao thanh cong
3. So sanh vai 1 website ding nganh tai Viet Nam
I. Dili mat yid kh6 khan
GM la nha san xuit o to lem nhit the giai vori san phArn ban teen 190
nuac va c6 nha may teen han 50 nuoc. Do sue ep canh tranh trong nganh
san xuit o to ngay cang tang, GM Won tim cach tang hieu qua san xuit. GM
trien khai mot m6 hinh kinh doanh dien tir yen muc tieu san xuit o to theo
m8 hinh nay trong vai nam tori vai chi phi tilt ki'em hang trieu USD nhtr
giam chi phi km kho thanh phim.
Hien nay, GM van dang ban o to theo yeu cAu khach hang tai cac
website cua nhang nha phan ph6i, phuang phap nay c6 the gill]) GM tranh
ducrc xung dot vori cac nha phan ph6i khOng do GM so him. M6 hinh nay
del hoi cac nha phan phi ciia GM phai chia se th8ng tin ve san phim, dich
vu va bao hanh yeti nhau va voi cac nha cung cap dm GM.
Ben canh do, GM ding phai d6i mat vai vin de kinh dien cua cac nha
san xuAt lon v'e khiu hao may moc, thiet bi (khi cong nghe cang phat trien,
nang suit cac may moc nay cang giam so voi tieu chuin chung ten thi
twang). GM thuOng ban cac may moc nay qua trung gian diu gia. Cac giao
dich &Au gia truyen th6ng mat tiled gian vai tuAn d'e'n ca thang, mat khac GM
phai tra khoang 20% hoa Wong cho trung gian diu gia.
MO't yin de am GM phai d6i mat la mua nguyen lieu san xuAt pkic vu
hoat dOng cua cong ty. GM mua khoang 200.000 san phArn tir han 20.000
nha cung cap khac nhau voi chi phi han 100 tS, USD /nam. Cong ty dang sir
dung he th6ng diu thAu truyen th6ng de thucmg luring vai nhang nha cung
cap tiem nang C8ng ty giri yeu cAu ky thuat den cac nha cung cap tiem
nang; cac nha cung cap se giri ve chao gia. GM se hp chon nhimg nha thAu
452

dap img yeu cAu ky thuat va có mirc gia hop 1E , nhAt. Neu mirc gia cua tat ca
cac nha cung cap van qua cao, GM se phai t6 chirc diu thou yang 2, hoac
vong 3. Quy trinh nay thuOng mat mot vai tuin, cif) khi mot vai than cho
den khi GM chic chin ring lira chon dugc nha cung cap vai mirc gia hop 13%
va chit lucing tot nhit. Qua trinh chuin bi va chi phi du thiu khien mot s6
nha cung cap khong the tham gia quy trinh dau thAu dm GM. Dieu nay da
han the s6 lugng nha cung cap tham gia diu thAu dtmg nghia mirc gia GM
phii tra cho nha cung cap trimg thiu thuang cao hcm.
H. Giii phip
De giai guy& yin de chia se th6ng tin gift nha cung cap va nha phan
ph6i, GM xay dung he th6ng thong tin ANX (Automotive Network
eXchange). Chinh mo hinh nay dm GM da dugc cac nha san xtfAt 6 to khac
img h0 va phat trien thanh san giao dich B2B trong nganh 6 to vai ten goi
covisint.com.
De giai quyet yin de ve xir 13', may moc, thiet bi da qua sir dung, GM sir
dung covisint.com atien hanh diu gia cac thiet bi, may moc nay. San phim
dau gia dau tien la may dap Ong 75 tin, GM dua len mang nhang thong s6
ky thuat, anh, va h6 so qua trinh hoot dOng cua cac may dap nay. 140 nguari
mua dugc mei tham du thiu, thin gian chuin bi 1 tuAn va dau gia dugc thuc
hien qua mang trong vong 2 gia, cac thiet bi deu dugc ban vii gia hgp
De giai quy'et Van de mua sim nguyen lieu, thiet bi &Au vao. GM t6
chirc dau thAu trip tuyen vai hinh thirc "reverse auction" . Cac nha cung cap
tham gia dau thAu va chao gia ho có the cung cap cac san phim ma GM
dang can mua. Cac cuOc dau thAu tzvc tuyen deu "ma", co nghia cac nha
cung cap tham du deu co the nhin 014 gia cua cac nha cung cap khac dang
chao ban. He th6ng tieu chi danh gia ding dugc GM ding b6 cho cac nha
cung cap nhu gia, thOi han giao hang, phucmg thirc thanh town... de qua do
lira chon cac nha cung cap phu hgp nhAt.
III. Ket qua
Chi trong vong 89 phut ma till, tam chiec may dap hang nang da dugc
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ban vai gia 1,8 trieu do la my. Vai quy trinh dAu thAu truac do, thong
thuang GM chi ban dugc vai gia bang khoang 50% va mat khoang 4 den 6
tuAn. Tir nam 2001, GM t6 chirc hang tram cu8c dAu thu nhu vay, d6ng
theri khuyen khich cac nha cung cap khac tham gia san dAu gia tivc tuyen
nay, tat nhien GM thu mot khoan hoa h6ng teen gia ban cu6i cling.
Trong lAn dAu gia dAu lien d6i vai lop cao su o to truc tuyen, mut gia
GM chgn dugc thAp han nhieu so vai san phAm ding loai GM mua tnrac do.
Hien nay, hang tuAn GM t6 chirc nhieu cu8c dAu gia, hcm the chi phi quan ly
t6 chirc dAu gia truc tuyen cling giarn 40% so vai chi phi t6 chirc dAu gia
truyen th6ng truac day.
IV. Bai h9c kinh nghi"?in
Hai mo hinh thuang mai dien tir do GM t6 chirc g6m: dAu gia truc
tuyen a ban thiet bi d'a qua sir dung, mo hinh dAu thAu truc tuyen de mua
nguyen lieu, thiet bi dAu vao. Cac giao dich dugc thuc hien qua san giao
dich dien tir B2B cua rieng GM, thong qua san giao dich nay GM dong vai
tro dm Ca nguai ban va nguei mua. Mo hinh dm GM co the alp dung rOng
raj d6i von nhieu nganh nghe kinh doanh khac.
454

Phu live 2: Qui trinh ks7 ket va thtre hiO hop dOng din tir
bing email
1. Email chao hang
My thuOc vao tirng cong ty
2. Hoi hang tir phia khfich hang
2003-08-07
Dear Mr. Hoang ,
We received email from you yesterday. We are trading company treating
various gift items in Japan. Our main items are wooden ware and lacquer
ware. We import most of them from China.
We are interested in Bamboo basket. We will be appreciated if you could
send us CD or catalogue first, or suggest me latest and detailed information.
If you are OK, Pls. let me know your business partner in Japan.
Best regards
DCBA TRADING CO., LTD.
KAZUNORI TABATA
JAPAN
TEL. 81-123-45-6789
FAX. 81-123-45-679
EMAIL. tabata.k@dcba.ne.jp
3. Tra via giri catalogue
Thy thuOc vao timg cong ty
4. Hoi hang ad WA m(it se san phem cu the
455

2003-08-21
Dear Mr. Hoang ,
We received your CD catalogue several days ago. Thank you very much.
Now we'd like to ask you to quote about those baskets as attached file.
Pls. quote by the quantity 2,000 to 3,000 for each items.
Best regards
KAZUNORI TABATA
2003- 08- 25 (Tra liri lAn 1) - Giii Photos ciia Counter Samples vit Gil
Dear Mr. KAZUNORI TABATA,
Thank you very much for your inquiry.
We are pleased to enclose the detail quotation for seven items you sent us.
We also enclosed the photos of the samples we have just produced
according to your photos.
In the quotation, we quoted the prices for about 2000 pieces for each items.
If you have bigger demand, we can supply.
Thank you for your co-operation and we are looking forward to hearing
from you.
Yours sincerely,
Hoang ,
Director
2003- 08- 27 (Till RA !An 2) - Dieu chinh gia
Dear Mr. Tabata,
Following the e-mail yesterday, we are now sending you the pictures of
sample A, B with handles and new sample of item D.
We also would like to quote the lower price for item D (IP- MIY-004) at:
USD 1.37/ pc.
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Please find the picture in the enclosed excel file.
Thank you very much for your co-operation and we are looking forward to
hearing from you.
Best regards,
Hoang ,
5. Gia dirge chap thu#n, gin miu de kiem tra chat hrqng
2003-09-01
Dear Mr.Hoang ,
Thanks for your email with picture.
It seems that some price of your items are very attractive.
We would be appreciate if you could dispatch one sample per each to us in
order to examine your real articles.
Best regards
TABATA
Tri Rd vao ding ngay — Gin matt hang va Inform ve chat luting
Dear Mr. TABATA,
Thank you very much for your e-mail dated 1st Sep 2003.
This afternoon, we have sent you 4 samples of seven items you are
interested in.
As for quality of the products, you might be sure about that. I myself have
worked in Barotex (Bamboo and Rattan Export Company - a leading state
company for over ten years before I set up Inproexim Co., Ltd, my private
company). Therefore, I have experience in managing production and quality
to meet overseas customers, especially Japanese customers.
As for new customers, when we receive the L/C we always send samples for
confirmation before producing of all the order.
457

Moreover, we have been exporting to three Japanese customers (as
mentioned in the e-mail before; the last shipment was just on 26th Aug.
2003, for 600 sets of bamboo made planters to Fukuoka, for Western Shoji
Corporation).
We are looking forward to building a good business relationship with your
company for a long term.
Best personal regards,
Hoang ,
Director
6. Khach hang girl mAu nhirng san pham dinh dlat hang
2003-09-09
Dear Mr. Hoang ,
Thanks for your samples. We are studying now and be able to grasp your
quality.
We dispatched to you samples which we treat as our proper items today by
EMS.
They will be found in attached file, and not only basket but coaster and fork.
They are all made in China around Ninbou. Their quality is not so bad.
If you can manufacture loyal to them and cheaper price, we would be able to
shift to you.
We will be appreciate if you could manufacture those counter sample and
dispatch to us by returns.
By the way we heard that you were in Barotex in former days.
We, me and Mr. Miyamoto have visited there about 6 years ago.
I have a name card of Mr.Vo Anh Dao, but I don't remember well.
Perhaps they are almost closed a business as far as I remember when we
visited.
Did you move to Hanoi cause Barotex is in Ho Chi Minh
458

We ever traded with Hapro, but not so big business.
If we could come to terms with each other, we will visit you.
Best regards
Tabata
Tra kri ( 2003-09-10)
Dear Mr. Tabata,
Thank you very much for your e-mail dated 09 Sep 2003. We will start
producing when we receive your samples and send the counter samples to
you as soon as possible.
I used to work as the Manager of Import-Export Department of Barotex Ha
Noi which belongs to The Ministry of Trade. The company has branches in
DaNang and HoChiMinh City. I know all the staff in the company, but there
is no one names Vo Van Dao, perhaps he worked in Barotex of the local
belongs to People Committee of HoChiMinh Province.
I also know Mr. Nguyen Huu Thang, Director of Haprosimex. We used to
study at the Foreign Trade University, Viet Nam.
I hope that we will establish and develope the business relationship for a
long term.
I am really happy to know that you will visit our company in the near future.
Best personal regards,
Hoang ,
Director
7. Kiem tra mh
2003-09-30
Dear Mr. Hoang ,
Hello! Did you receive our sending samples?
459

Can you dispatch counter samples?
Waiting your reply
Best regards
Tabata
Tra Uri (2003- 10-02)
Dear Mr. Tataba,
We appology for the late reply because the internet in vietnam had some
changes in the last few days.
Thank you for your e-mail dated 30 Sep 2003.
We have received you samples and already produced two bamboo boxes
and some bamboo mats.
Yesterday, we sent the samples to you, and they will arrive about five days
later.
Regarding bamboo forks made of bamboo roots, we have not collected the
same bamboo roots as your samples because it was raining in the forests all
the last week. Therefore, it will take a few more days to complete the
bamboo forks.
We would like to enclose some handicraft-art samples for your reference. If
you find any of them interesting, please kindly contact us.
Best regards and we are looking forward to hearing from you.
Yours sincerely,
Hoang ,
8. IVIL dirge chip thqn — Gia tot
2003-10-07
Dear Mr. Hoang ,
We received your basket samples today. Thank you very much.
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Watching them we regard almost same as our proper items made in China.
They could be satisfied with our customers.
We'd like to confirm those price. Watching your last sheet, E (big one) is
$0.60.,
F (small one) is $0.56. Is that right?
Also let me know the price of coaster.
Their color are little pale, but we suppose you could meke them little deep
easily as our original.
Also let me know the information of fork.
Best regards
K.Tabata
9. Dal hang chinh thtic
2003-10-22
Dear Mr. Hoang ,
After then, we discussed with all our staff, we'd like to have a first test order
to you with basket items. Watching your sample of basket, we regard they
are well-skilled high quality and no worse than that of China's. We believe
you could produce them all almost same as samples.
This is the first business for us on each other, this have a meaning of test
order for our long relationship. We are sorry we couldn't order so few
quantity by 20' container.
Our rough order is like that. Pls. calculate a C/F and let me know. We'll
adjust.
E. IP-MIY-005 Square basket (28x28x11.5cm) USD0.60(FOB)
2,500pcs
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F. IP-MIY-006 Rectangular basket (18.5x28.5x11.5cm) USD0.50 (FOB)
1,000pcs
A.IP-MIY-001 Handy basket (12x22x15cm) USD0.83(FOB)
1,000pcs
the size not including handle
Re.color, though our Chinese samples are little dark brown, but pls. color
them like A type you could send to us. They are little light and little like
reddish-brown.
How about your delivery time?
Which way you prefer L/C or T/T?
But we are sorry they will be little delay because we will visit China
exhibision from the day after tomorrow for 6 days.
Best regards
K.Tabata
2003-10-23: Tri lei - Dieu chinh gia, gi do dinh may
Dear Mr.K.Tabata,
Thank you very much for your order.
Firstly, please accep our appologies for the mistake in unit price of item F,
in you e-mail dated 07 Oct you ask us to confirm the price USD 0.56, we
accepted but there was a mistake we typed USD 0.50 in our reply (we
enclose that e-mail at the end of this e-mail).
We would like to confirm the price for the three items as follows (same as
the offer in Excel file):
E. IP-MIY-005 Square basket (28x28x11.5cm)
USD 0.60(FOB) x 2,500pcs = $1.500
F. IP-MIY-006 Rectangular basket (18.5x28.5x11.5cm)
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USD 0.56 (FOB) x 1,000pcs = $ 560
A. IP-MIY-001 Handy basket (12x22x15cm)
USD 0.83(FOB) x 1,000pcs = $ 830
(the size not including handle)
Freight charge for 01 container 20 feet from:
HaiPhong Port (Vietnam) to Osaka Port (Japan) = $600
Total Value = USD 3490
For the colour, we will paint them as your request, a little light and little like
reddish-brown.
Regarding the payment, we accept both L/C and T/T;
If you pay by T/T please send us 50% after you confirm the order and 50%
after the shipment.
We will deliver the goods maximum 30days after we receive your firm
order.
Best regard and thank you very much for your co-operation.
Hoang ,
10. Thanh toan
2003-10-31
Dear Mr. Hoang,
We are sorry for long silence 'cause we returned from China yesterday.
Re. last email from you, we'd like to confirm about that.
There is described that sentence;
Freight charge for 01 container 20 feet from: HaiPhong Port (Vietnam) to
Osaka Port (Japan) = USD 600
Our trade will be on FOB, we will pay the freight charge to our agent
directly after that.
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You don't have to pay foward. We will leave all the transportation to our
agent.
So description will be like that; Pls. confirm.
E. IP-MIY-005 Square basket (28x28x11.5cm) USD 0.60(FOB) x
2,500pcs = $ 1.500
F. IP-MIY-006 Rectangular basket (18.5x28.5x11.5cm) USD 0.56 (FOB)x
1,000pcs = $ 560
A. IP-MIY-001 Handy basket (12x22x15cm) USD 0.83(FOB) x
1,000pcs = $ 830
The size not including handle
Total Value = $ 2890
We are sorry we can't order so few amount this time, but we will try to order
by 40" from next time.
Considering amount, we will T/T to your bank. Pls. let me know those
information.
1. PAYING BANK
2. BRANCH
3. BANK ADDRESS
4. BANK TEL. NO.
5. BANK FAX NO.
6. BENEFICIARY'S NAME
7. BENEFICIARY'S A/C NO.
8. BENEFICIARY'S ADDRESS
9. BENEFICIARY'S TEL. NO.
10.BENEFICIARY'S FAX NO.
Best regards
K.Tabata
464

11. Dieu chinh mau — Xac nh4n thanh town
2003-11-05
Dear Mr. Hoang ,
Thanks for your last email.
We could understand your bank information.
We will go to domestic business trip this week, so remittance will be next
week.
We heard your production days are about 30 days. Is that right?
Before your production, we'd like to confirm about article's spec
watching your samples.
1.E(IP-MIY-005) SQUARE BASKET
Re.shape little spread shape will be better as attached file.
Pls. make body part small only a little to open the lid easily.
(about 0.5cm each length and breadth)
2. F(IP-MIY-006) RECTANGULAR BASKET
Pls. make higher the body part about 0.5cm.
Best regards
Tabata
12. Lira chQn cong ty Arkin tai
2003-11-17
Dear Mr. Hoang ,
We are sorry to reply to you so late 'cause we are very busy this season.
Now we are prepared to T/T to your bank, but we are sorry to forget to ask
you to send INVOICE.
Could you pls. fax the INVOICE immediately? Otherwise we can't remit.
Waiting your sooner reply with best regards
K.TABATA
465

Dear Mr. Hoang ,
Now we'd like to ask you about shipping company in Vietnam.
We were taught that from you last email;
Freight charge for Olcontainer 20 feet from: HaiPhong Port to Osaka Port =
USD 600
We are not so familiar to import from Vietnam, we don't grasp shipping
information.
1. Is that freight USD600 cheap?
2. If that case, which company you intend to use?
3. Is that company convenience for you? Many rail a week?
4. We will use Kobe port not Osaka port.
After hearing your comment of those shipping information we will ask to
our agent compaing to
your information. Anyway cheaper and convenience way will be better.
Best regards
DCBA TRADING CO., LTD.
K.TABATA
Dear Mr. K.TABATA,
Thank you very much for your quick reply.
Regarding shipping information, we have checked again with shipping
company in Halloi:
1. Freight charge for 01 container 20 feet from: HAIPHONG Port to KOBE
Port = USD 580
2. The shipping company is: TS Line; agent: Viconship Company
3. Two voyages per week
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4. Seven to Eight days from HaiPhong Port to Kobe Port
5. We have been dealing with this shipping company for years.
If you have further inquiries, please kindly let us know.
Best regards,
Hoang ,
13. NO), hang duvc chuyen
2003-12-03
Dear Mr.Hoang ,
Thanks for your email of sending samples.
Now we'd like to ask you about those matters.
When is your estimate shipping date?
We are very sorry to ask you; Could you dispatch samples of only handy
basket about 5 pieces?
It is the first item for us, so we have to plan gift set using that basket.
Best regards
K.Tabata
Thay dOi dieu WO co. sir giao hang FOB --> CFR
2003-12-08
Dear Mr. Hoang ,
Though we faxed you our forwarder information of K-LINE, we noticed
they are little expensive $20 comparing to your recommedation.
We'd like to confirm is Viconship career agent?
If so, pls. use that company instead of our agent.
Sorry and best regards
Tabata
467

14. Vuifvng mac
2003-12-15
Dear Mr. Hoang ,
We received your samples last Friday. Thank you very much.
Watching them, color of rect. box is almost good as same as our original
sample.
Indeed same color with square basket, pls.start.
Re. color of handy basket, enclose pictrure for the reference. color of this
time,
almost good, but comparing to the 1st one in the front side of the picture,
still little
different. It will be better to make them only a little brighter as the 1st one.
You don't
have sample of 1st one?
Best regards
Tabata
Dear Mr. Hoang ,
We are sorry that forgot to advise you.
Color of handle of this time, somehow little yellow, orange.
Pls. put them back first natural color.
Best regards
Tabata
15. Giao hang
16. Khieu nai
2004-01-20
468

Dear Mr. Hoang,
We received your cargoes today.
Watching them, we can't help complaining about standard and quality.
1.Handy basket
Somehow color of handle re. handy basket become white. Why?
We should have asked you Pls. put them back first natural color.
In last email. Did you mistake those meaning? Anyway they are very
strange to watch them why the part of
handle white. Don't you think so? I never said put them white, just put
back the first natural (brown) color.
Somehow they are very often alter, brown orange and white.
Those color of handle must be almost equal to those body color, brown
like your first sample.
Or black will be also fit well. Anyway if you couldn't understand, do not
hesitate to ask me.
How do you think about the solution way of this time?
Let me know your comments.
2. Square basket
Somehow those height became low about 1.5 cm even also mother body
and lid.
Kindly review and compare with our Chinese sample.
3. Rectangular basket
They are not improved about the size of width though we asked you
before.
They are too long about 1 cm. We are afraid that not to fit in our regular
box owing its oversize.
Length are good.
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But your quality and color finish are rather good, very regrettably
those breach.
Also lose oppotunities to expand your items, because we interrupt the
schedule to visit you on next month
at this moment.
Best regards
Tabata
17. GUM quyet khieu nai
2004-01-21
Dear Mr. Tabata,
Thank you very much for your e-mail informing us that you have received
the shipment.
First of all, we would like to sorry for the inconvenience caused.
We have carefully read your comments about all the three items and
checked all the emails we received from you.
In fact, because you are our new customer, we have always tried to produce
the products to meet your requirements both the quality and standard by
sending the samplesfor your confirms before we produce all the shipment.
For all the items, we have kept loyal to your sizes in your inquiry dated 22
Oct 2003 and reference to the Chinese samples.
Moreover, when we received you e-mail informing us that you have
received the-samples dated 15 December 2003, you did not comment about
the sizes of products. Therefore we think that the sizes are good and you just
requireed us to focus on colour and quality.
1. Regarding the handy baskets:
General, we think "natural colour" is white.
470

In this case, we will send all the cord to make handles (brown colour) to
you. Please let us know your ideas about this matter.
2. About the square and rectangular baskets.
In fact, we have really been careful about this matter and loyal to your
inquiry dated 22 Oct 2003.
Could you please kindly re-measure the products.
Again, please accept our appologies for all the misunderstandings.
Next time, we will discuss more carefully in all the details to supply the
better products for you.
If you have any further inquiry, please kindly let us know.
We are looking forward to hearing from you.
Best regards,
Hoang ,
Director
18. SILENCE — GONE or WILL BE BACK
2004-02-02
Dear Mr. Hoang ,
After then, we are waiting for your right handy basket sample with code of
right color.
2 or 3 pieces will be better.
Also we are worried about cock influenza of your area.
How's about? We wish you and your surrounding are all safe from those
sick.
Best regards
Tabata
471

19. Graft phi') khic phuc
2004-02-03
Dear Mr.Hoang ,
Thanks for your email. We are relieved to hear you are all safe.
Re. handy basket, enclosing pictures that you could send us when the first
time.
Kindly dispatch those basket for 4 pieces considering effective way of
package.
If you can dispatch another color code sample together with them, it will be
appreciated.
Best regards
Tabata
20. Bbi holm
2004-02-26
Dear Mr. Hoang ,
We surely received your samples several days ago.
Those baskets with brown color handle look very nice.
We are very regrettable why our handle of stocks are so white.
But it's too late, pls. consider that several deduction of these wrong colored
hanlde
of our stocks from next order. When that time, we'll consult with you.
Best regards
Tabata
21. Tap tuc Tkit hang
472

Dear Mr.Hoang ,
How are you? It's long time not having contact with you.
Now we have a plan to order as below.
IP-MIY-005 Square basket (28x28x11.5cm) $0.60 4,000pcs
Re. IP-MIY-001 (Handy basket), we are now hesitated. .
Because the different color of handle of last 1,000pcs, we have still stocks
most of them.
But next catalogue we will publish this June, we will take a picture of them
with right color handle.
We'd like to ask you to discount of last mistaken.
Concretely speaking, pls. deduct US$415 from this order. It is a half
amount of last handy basket.
$0.83x1,000pcs=$830 $830/24415
If you could agree them, we will add to order those basket for 800pcs.
Also pls. introduce your new attractive basket thru email suit for Japanese
market.
Do you have any other basket using except bamboo, for. ex. willow, rattan,
seagrass or another
materials. Though I tried your home page, very difficut to find interesting
new items because so
many items.
Waiting for your reply with best regards,
K.TABATA
22. Ting hi0 don hang an 2
473

2004-04-13
Dear Mr. Hoang ,
Thanks for your understanding.
Now, we'd like to place an order as below.
But pls. be care about the size(height) of square basket.
Our description of size is (28x28x11.5cm), but actual size is 28x28x10cm.
Pls. be lenghthen the height about 1 cm both mother body and lid.
Also your size description of handy basket is (12x22x15cm), but actual size
is
12x22x16cm. Re. this, pls. be just correct the description to 12x22x16cm.
Pls. obey those size strictly.
1. IP-MIY-005 Square basket (28x28x11.5cm) USD0.60(FOB)
3,700pcs $2,220
2. IP-MIY-001 Handy basket (12x22x16cm) USD0.83(FOB)
800pcs $664
Deduction for last inconvenience $415
TOTAL $2,469
We will T/T to your bank in these sooner days.
Is your bank same as last time, 'BANK FOR FOREIGN TRADE OF
VIETNAM'?
Let me know your approximate shipping date.
Best regards,
Tabata
474

Phu luc 3: LOt man cua UNCITRAL ve thtrang mai di0 tir
(Model Law on Electronic Commerce)
Plan I Khai quit ye thircrng mai dign tir
Chuang I Cac quy dinh chung
Dieu 1: Pharr vi dieu chinh.
Dao luat nay có hieu luc AI) dung dti vii moi logi thong tin th'e hieu
duOi hinh thirc thOng tin so hoa ducfc sir dung trong khuon kh6 cac hoat
dOng thucmg mai.
Dieu 2: Giii thich tir ngfr.
Trong dao lu'at nay cac tir ngit duai day ducfc hi6u nhu sau:
a. 'Thong tin so hoa" /d thong tin &tor tgo ra, chuyen di, tilp nhdn, luu
gig bang phuung tien clien tit, quang dien hodc cac phuang tien twang ty.,
ddc biet la clued hinh thirc trao cloi so lieu (lugs tin hoc hod (Exchange des
Donnees inomatisees - EDI), tint clien tic, dien tin, telex va telefax;
b. 'Trao d6i s6 lieu duccc tin hoc hod" (EDI) la viec truyen mat thong
tin bang phwang tien clien tic tic may (lien twin nay sang may dien town khdc
cos sir dung mat chu 'On chung cle cciu &tic va xu lf) thong tin.
c. "Nguori girl" la ngu61 ma vi nguai do hodc nhan danh ngitai do ma
thong tin so hod &toy chuyen di hodc duvc tgo ra truac khi &tor luu
chit khOng phdi nguiri trung gian xec I)", thong tin do.
d. "Ngubi nhan" la nguol ma nguiri gui du kiln se la nguffi tiep nhan
thong tin so hod &tor gz-i tai, chu khong phdi la nguai trung gian
thong tin do.
e. "Nguiyi trung gian" la ngu61 nhcin danh mat ngefol khdc chuyen,
nhdn luu gift mat th6ng tin so hod hodc cung cap cac dich vu khcic lien quan
ten logi hinh thong tin nay.
f.7-10 thOng thong tin" la N th6ng ducc sir dung a tao ra, chuy6n di,
tier, nhan luu giir ho4c xir 1St bang m9i hinh thirc khac cac thong tin st, hoa.
475

Dieu 3: GUM thich
1. Khi giai thich luat, can phai tinh den nguan gifc quik to czia ciao luat
nay va sa can thiet phai dam bao ap dung thOng nhcit ciao luat va ton trong
sir ngay tinh;
2. Cac van de nam trong phara vi dieu chinh cua dao luAt nay ma chua
&roc quy dinh trong dao luAt nay, thi se &roc giai quyet theo cac nguyen tic
chung lam co si:( dao luAt nay.
Dieu 4: Cac tnriyng hop ngoai le theo thoa thuAn gitra cac ben.
1. Trong quan he gift cac ben tham gia tyo ra, chuyen di, ltru giu, tiep
nhan hoac zit ly du61 m9i hinh thac 'Mac cac thong tin so, cac ben c6 the
thoa thuan saa doi cac quy Binh tai chaang III, ciao luat nay, trio trtthng hop
co quy Binh nguvc
2. Khoan 1, dieu nay khong ap dung clOi vori quyen saa clOi theo thoa
thuan cac ben quy Binh phap luat tyi chwang 2, ciao luat nay.
Chuang H Cfic dieu ki§n 1u4t Binh doi veri cac thong tin s6 hoi.
Dieu 5: COng nh;in gifi trl phap 15, cfia cac thong tin so.
Hieu lac, gia tri phap ly, hieu lac thi hanh czia mat thong tin khong the
bi pita nhan vi ly do duy nit& la thong tin do Ayr the hien du& hinh thac
thong tin so hoa.
1. Trong trtfeYng hop phap luat quy Binh mat thOng tin phai cluvc the
hien du& hinh thac van ban Wet, thi mat ban tin so Arc coi la del thoa man
dieu kien nay neu thong tin trong ban tin so c6 the truy cap duvc sau nay.
2. Dieu kien quy Binh tai khoan 1 duvc the hien dithi clang mat nghta
vu bat buac hock phap luat chi don thucin quy Binh cac he qua phap
thong tin khong duvc the hien du61 hinh thac van ban viet.
3. Ccic quy Binh tai dieu nay khong ap dung trong cac truo.ng hop sau
day(...)
Dieu 7: Chit 14.
1. Trong truNg hop phap luat quy Binh mat ban tin phai co chit 19, caa
mat ngtthi nao do, thi ban tin se: cittqc coi la &I' thoa man dieu kien tren
trong cac in:Ong hop sau day:
476

a. DA sir dung mOt phuang phap a xac dinh nguai ky va de chimg to
nguori do phe duyet th6ng tin chira trong ban tin se do.
b. Phyang phap cleat sic dung có du do tin cay, xet tren phumg dien
dai twang vi no ma ban tin chew tao ra hoac chuyen di, tinh din tat ca cac
bai canh c6 lien quan, ke ca cac thoa thuan lien quan da V.
2. Di&i ken quy clinh tai khoan 1 the hien du6i clang mat nghra vu bat
buac hoac phap luat chi dun thuan ivy dinh cac he qua pilaf, ly neu ban tin
khong co chic ky thoa man yeu cau tren.
3. Cac quy dinh tai clieu nay khong ap dung trong cac tru.o.ng hop sau
day:
Dieu 8: Ban pie.
1. Trong tru.ang hop phap luat quy dinh mat thong tin phai &coy the
hien hoac hzu gift duori hinh thew ban gac, thi mat ban tin so &lac coi la
thoa man clieu kien tren trong cac truong hop sau:
a.- Bao dam du dO tin cay ve tinh toan ven dm thong tin a tir thai diem
thong tin dugc tao ra lAn dAu, duOi hinh thirc chinh thirc cuei el:mg la mOt
ban thOng tin hay mOt hinh thirc
b. Thong tin chew trong ban tin so do c6 the gioi thieu chew cho nguai
ma no can phai &lac gio7 thieu, trong truang hop phap lu eft quy dinh mat
thong tin phai clugc giai thieu cho moi
2. Di'du kien quy dinh tai khoan 1 the hien dual clang mat nghia vu bat
buac ho(ic phew luat chi clan thucin quy dinh cac he qua phap ly n‘u thong
tin khong &lay gioi thieu hoac lu-u tra dual clang van ban gac.
3. Theo quy dinh tai diem a, khoan 1:
a. Su toan ven clic' thong tin chivy danh gia tuS, thuac vao viec thong tin
c6 day du khong va da bi thay dai chug, frit cac truemg hop ba sung, stia
dal thuc hien trong tien trinh thong thuong czia viec thong tin lien lac, lu-u
gift va giai thieu thong tin.
b. Altiv da tin cay clia thong tin chew danh gia tuP thuac vao doi twang
vi no ma thong tin &tor tao ra va tinh den tat ca cow tinh huang lien quan.
4. Ccic quy dinh tai dieu nay khong ap dung trong cac truo.ng hop sau
day:
477

A
Dieu 9: Tinh xac thirc va kha piing dime chap ni4n dm thong tin
SO.
1. Khong dugc vien clan mOt quy clinh ve cung cap chimg cu trong mOt
thu tyc phap ly de bac bó kha nang chap nhan mOt ban tin s a quoit cung cap
lam bang cluing:
a. Vai ly do d6 la mOt ban tin s6, nen khong the sit dung lam bang
chimg dugc; hoac..
b. Voi lY do la ban tin d6 kh8ng the hien clued dang ban g6c, trong
throng hop do la chimg cir c6 gia tri nhAt ma nguoi phai cung cap chimg cir
co the co dugc.
Thong tin dugc the hien duai clang mOt ban tin s6 dugc ding nhan tinh
xac thuc. Tinh xac thuc dugc danh gia tuy thuOc vao dO tin cay cua cach
thitc tao ra, luu gift va truyen tai ban tin, TO tin cay cua cach thirc bao toan
tinh toan toan yen cua thOng tin, cach thitc xac dinh can cuac cua nguoi girl
tin va tuy thuOc moi danh gia xac clang khac.
Dieu 10: Liru gift cac thong tin so.
Trong truong hop phap luat guy dinh ho sa, tai lieu, ban tin hoac thong
tin phai &toy luu girt, thi dMu kien nay coi nhu thoa man niu cac ha so., tai
lieu hay ban tin do dugc luu girt dual clang thong tin sa, nhung phai tuan
thu cac dMu ken sau:
a. Th8ng tin chita trong ban tin s6 co kha nang truy cap, tra curt dugc
sau nay;
b. Ban tin s6 can phai dugc luu gift duoi hinh thitc ma no da dugc tao ra,
gin di hoac tiep nhan hoac clued mOt hinh thirc khac chung to ban tin do the
hien chinh xac cac thong tin da dugc tao ra, dugc gfri di hoac dugc tiep nhan;
c. Moi thong tin cho phep xac dinh xuAt xu va not den dm ban tin s6
ding nhu moi dAu hieu ve ngay, gio giri hoac nhan ban tin cling phai dugc
luu gift, neu CO.
Nghia vu Lau gift h6 sg, tai lieu, thong tin theo quy dinh tai khoin 1
khong ap dung cho cac thong tin chi lien quan ton viec giri hoac !than ban tin
s6.
478

Dieu kien quy dinh tai khoan 1 co the dugc thod man bang each sir
dung dich vu cua nguai khac, nhung phai tuan thu cac dieu kien quy dinh tai
cac diem a,b va c, khoan 1.
Chiron III
Thong tin lien l#c bang thong tin se boa
Dieu 11. Hinh thfrc hqp clang va gia tri phap ly cila hqp deng.
Trong giai doan hinh thanh hgp dong, cac ben có the sir dung hinh thirc
thong tin s6 a giri va nhan de nghi giao ket hop d'Ong, trir tru6ng hop có
thoa thuan kha.c. Khi sir dung hinh thirc thong tin se, trong giai doan hinh
thanh hop &Ong, thi khong the bac be) gia tri phap ly hay hi'eu lire thi hanh
ciia ban tin s6 do chi vOi IY do duy nhAt do IA mot ban tin s6.
Cac quy dinh tai dieu nay khong dp dung trong cac tnr&ng hop sau
day(...)
Dieu 12: Cfic ben ks, ket hqp deng cling nh4n gia tri phap ly aft cac
thong tin se.
1. Trong quan he glib nguai giri va nguiTi nhan mot ban tin s6, hieu
luc, gia tri phap ly cua viec bay to Y chi dm mot nguai kh8ng the bac bo voi
1s, do duy nhAt IA viec bay to y chi do dugc the hien duel hinh thirc mot ban
tin s6.
2. Cac quy dinh tai dieu nay khong ap dung trong cac truang hop sau
day: ..
Dieu 13. Xuet xu ciia thong tin se hofi.
1. WA ban tin s6 co xuAt xir tir nguai giri, neu da dugc chinh nguai giri
chuyen di.
2. Trong quan he gitra nguai giri va ngtr6i nhan, mOt ban tin s6 dugc
coi IA co xuAt xir to nguai giri, neu da dugc chuyen di bai:
a. MX ngutd doge uy quy'en giri ban tin do nhan danh ngu6i giri:
b. MOt he th6ng thong tin dugc lap trinh de van hanh to &Ong boi chinh
nguai giri hoac nhan danh ngu6i giri.
3. Trong m6i quan he gitra nguai giri va nguai nhan, nguai nh'A'n co
479

quyen coi met ban tin se CO xuit xir tir nguai giri va hanh deng teen co so
ban tin do neu:
a. NguOi nhin da ap dung dung thii tuc ma tnrac do da dugc nguai giri
chip nhin, nham xac dinh chic chin la ban tin se do co xuit xir tir nguai
giri; hoic
b. Ban tin se nhan dugc th8ng qua hanh vi cua mOt nguai, bang nhung
mei quan he vii nguei gui hoic nhan vien cua nguai girl, da tier) can dugc
Writ phucmg phap ma nguai giri sir dung de xac dinh ban tin so dung la c6
xuit xir tir minh.
4. Cac quy dinh tai khoan 3 khong ap dung cho cac truing hgp sou:
a. Nguari nhan da dugc giri thong bao rang ban tin se khong phai xuit
xir tir nguai dO va rang nguOi nhin dugc huOng met thori han hop ly de hanh
dOng; hoic
b. Trong truing hop quy dinh tai diem b, khoan 3, nguoi nhan biet ring
hoic can phai biet rang ban tin so do kh6ng phai xuit xir tir nguai giri neu
ap dung cac bien phap phu hgp hoc sir dung met thii tuc phu hgp.
5. Trong tnrang hgp met ban tin se c6 xuit xir tir nguai giri hoc dugc
suy doan la c6 xuit xu tir nguai giri, hoc trong truing hgp nguai nhin
dugc quyen hanh dOng can cir vao su suy down nay, thi nguai nhan, trong
mei quan he voi nguai minh va do do co the coi ban tin se nhin dugc la ban
tin ma nguOi giri coy dinh giri cho minh va do do co the hanh dOng dua ten
cac thong tin chira trong ban tin do.
Ngutri nhin kh6ng dugc quyen hanh dOng nhu vay, neu nhu nguOri d6
biet rang hoc can phai biet rang qua trinh truyen tai da lam sai Lech nOi
dung ban tin se ma nguai do nhin dugc, neu ap dung cac bien phap xac
minh phu hgp hoic da sir dung met dill tuc phu hgp.
6. Nguoi nhin co quyen coi mOi ban tin se nhin dugc la rieng re voi
ban tin khac va hanh &Ong ten co so thong tin chita trong ban tin se do. Trir
truing hop ban tin do la su nhic lai cua mOt ban tin khac va trir truing hgp
nguai nhan biet dugc rang hoc can phai biet dugc rang hai ban tin do chi la
met, neu da ap dung cac bien phap xac minh phu hop hoc da sir dung met
thu tuc phi' hop.
480

Dieu 14: Thong bao xac nh4n dl nh4n dirge thong tin.
1. Cac quy dinh tai khoan 2,3 va 4 dieu nay dugc ap dung trong trutmg
hop nguai giri, tnrov khi hoac khi giri ban tin s6 ho4c trong chinh ban tin se
do, da de nghi nguai nhan thong bao xac nhan TO' nifOn dugc thong tin hoac
da thoa thu4n vai ngu6i then la phai cif) thong bao xac nhan khi nhki dugc
thong tin.
2. Neu ngutyi giri chua thoa thuO'n vOi nguai nh'On ve viec giri thong bao
xac nhki duoi met hinh thirc ho4'c theo met phucmg thirc d4c biet, thi viec
thong bao xac nhan se dugc thvc hien:
a. Bang moi phuang tien thong tin lien lac, to gang hod hay met each
khac, do nguai nhki thirc hien: ho'O'c
b. Bang moi hanh vi cua ngutyi nhki du de chung to vai nguai giri rang
da nh4n dugc thong tin se do.
3. NL nguai giri da tuyen be rang hieu Luc ap dung dm ban tin s6 phu
thuOc vao ngu6i gui da nhki dugc thOng bao xac nhAn hay chua, thi ban tin
s6 do dugc coi nhu chua dugc chuyen di chimg nao nguai giri chua nhan
dugc th8ng bao xac nhan.
4. NL nguai giri da khong tuyen be rang hieu hie ap dung dm ban tin
s6 phu thuec vao viec nguai gui da then dugc thong bao xac nh4n hay chua
va neu nguai giri chua nhki dugc th8ng bao xac nh'O'n trong thoi hp luk
dinh ho4c th6i hon thoa thuki ho4c trong met thoi hp hop ly, neu khong c6
quy dinh phap luk hoac kh6ng co thoa thu4n ve thai hp thong bao xac
nhan thi ngu6i gui có the:
a. Thong bao cho nguM nh4n biet rang minh chua nhan dugc thong bao
xac nh'O'n va an dinh met thoi hon hop ly de nguai nh4n giri thong bao xac
111*;
b. Coi nhu ban tin se do da kh8ng dugc chuyen di ho4c thirc hien moi
quyen khac ma minh co, neu nhu da khong nhki dugc th8ng bao xac nhki
trong thoi hon quy dinh tai diem a va sou khi da thong bao cho ngu6i nhan
biet.
5. Khi nguai gui nhki dugc thong bao xac nhan cua ngutri nhki, thi
ban tin s6 da dugc chuyen di dugc suy doan la nguai nhan da nh4n dugc.
481

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