Chương 1

Noi OAU
Trong hai thap kf) qua, Cong nghe thong tin vet Thtrang mgi dien tti &Jr
xeon nhap vao moi g6c cgnh czsa den sang xel h6i not chung va cica doanh
nghiep not rieng. Doi v6i doanh nghiep, Thumg mgi dien ter gip phcin hinh
thanh flitting mo hinh kinh doanh mot giam chi phi, ncing cao hieu qua kinh
doanh. floi voi ngu-61 tieu dung, Thirang mgi dien ter giecp mua sam thuan
tien cac hang hoa va dich vy tren cac thi truing moi nai tren thi gioi.
Gicio trinh "Thirang mgi dien a can ban" la mOt trong nhang gicio
trinh cow mon hoc nghiep vy thu6c not dung chwang trinh dao tgo Chuyen
nganh Thtrang mgi dien ter va mot so chuyen nganh khcic cua truing Dgi
hoc Ngogi thwang.
N6i dung cica glow trinh "Thitang mgi dien ter can ban" bao gem 6 vein
d'd ion: Tang quan ve Thwang mgi dien ter, Giao dich dien ter Marketing
dien ter, Rui ro va phOng tranh red ro trong Thwang mgi dien ter Ong dung
Thtrang mgi dien to trong doanh nghiep va Ludt Giao dich dien ter.
Gicio trinh chivy viit nhcim phyc vy cho viec hoc tap vet nghien cti.0 ctia
sinh vien truing Dgi hoc Ngogi thtrang. Ngogi ra, gicio trinh nay con co thi
dtrac dung lam tai lieu tham khao cho sinh vien cac truing dgi hoc, cao
dling tren ca nu* va cac can b6 lam cong tac quan ly, kinh doanh va
thwang mgi dien to
3

MUC Luc
Trang
LCJI NOI DAU 3
DANH MUC cAc VIET TAT 11
DANH MUC FINN 14
DANH MUC BANG BIU 15
CHUCING 1. TONG QUAN VE THUMG MAI Do TU 16
1.1. Khai niem chung ye Thong mai dien ter 16
1.1.1. Su ra ddi va phat then cua Internet 16
1.1.2. Khai niem thirong mai dien ter 17
1.1.3. Cac phuang tien thuc hien thong mai dien ter 22
1.1.4. He th6ng cac hoat Ong co bin trong thong mai dien to 24
1.1.5. Qua trinh phat then thong mai dien ter 25
1.1.6. Cac Van de chitin loc trong thong mai dien tit 26
1.2. Dec diem, phan loai thong mai dien ter 28
1.2.1. Dec diem cua thong mai dien ter 28
1.2.2. Phan Ioai thong mai dien ter 29
1.3. Lai Ich va han ch6 cua thong mai dien to 31
1.3.1.14 ich cua thong mai dien ter 31
1.3.2. Han the cua thirang mai dien ter 34
1.4. Anh twang cua thucrng mai dien ter 35
1.4.1. -lac dOng den hoat Ong Marketing 35
1.4.2. Thay d6i mO hinh kinh doanh 36
1.4.3. -lac dOng den hoat dOng san xual 37
1.4.4. -lac citing den hoat Ong tai chinh, Ica toan 38
1.4.5. Tac Ong den hoat Ong ngoai thirang 38
1.4.6. Tac Ong cua Thuctng mai dien ter den cac nganh nghe 39
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1.5. Ca sa vat chat, ky thuat va phap I9 de phat then TMDT 44
1.5.1. Xay dung ca sa phap I9 va chinh sach (vi mO) 44
1.5.2. Phat then ha tang ding nghe thOng tin va truyen thOng 47
1.5.3. Xay dung ha tang kien thuc - chinh sach ye dao tao nhan luc 48
1.5.4. Xay dung he th6ng bao mat trong thuang mai dien tir 49
1.5.5. Xay dung he th6ng thanh toan dien to 50
1.5.6. Xay dung chin Vac va mO hinh kinh doanh 50
1.5.7. Xay dung nguOn nhan luc cho thucing mai dien tir 51
CHIJONG 2. GIAO DICH DIEN TCI 53
2.1. Hap d6ng dien ter 53
2.1.1. Khai niem, dac diem hap d6ng then tir 53
2.1.2. K9 kel hap thing dien tir 59
2.1.3. Quy trinh thuc hien hap Tong dien ter 67
2.1.4. So sanh hap ding dien ter veil hap dong truyen th6ng 71
2.1.5. Dieu kien hieu luc cela kip dong dien to 74
2.1.6. MOt s6 diem can km 9 khi sir dung kip (long dien tir 75
2.2. Thanh toan dien ter 78
2.2.1. TOng quan ye thanh toan dien tir 78
2. 2.2. MOt s6 hinh fink thanh toan dien ter phO ben 86
2.2.3. Phan tich mot s6 tinh hu6ng thanh toan dien ter 92
2.3. Chtl k9 s6 va dich vu chi:mg thuc chit ky s6 98
2.3.1. TOng quan ve chit k9 dien ter va chic ky s6 98
2.3.2. Chang thuc chit kjr then ter va dich vu chUng thuc chit kjr dien tir 112
2.3.3. Dieu kien adam bao cho sit phat then dich vu chang thuc CKDT 131
CHUCING 3. MARKETING Do TCI 143
3.1. TOng quan ye marketing dien tir 143
3.1.1. Cac khai niem ca ban ye E-marketing 143
3.1.2. Cac hinh fink phat trien cc ban dm marketing dien ter 144
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3.1.3. Liu diem ciia marketing din tit so vai marketing truyen th6ng 146
3.1.4. Tac Ong coa thuang mai dian to Mr' hoat Ong marketing 147
3.1.5. MOt s6 di& kin can de ap dung marketing dian tit thanh °Ong 148
3.2. Cfng dung marketing din tit tong doanh nghiep 149
3.2.1. Nghien citu thi twang qua mang 149
3.2.2. Phan tich hanh vi mua s5m ciia khach hang qua mang 151
3.2.3. Phan doan thi twang trong marketing din tit 152
3.2.4. Cac chitin lilac marketing dien tit h6n hap (E-marketing mix) 155
3.3. ring dung marketing dian tit tong hoat Ong xuat nhap khgu 161
3.3.1. Khai thac he th6ng cac Trade Points ten Internet de gang cao 161
3.3.2. Khai thac cac san giao dich thong mai din to B2B 163
3.3.3. Tim hieu thOng tin thi twang qua Sc giao dich hang hoa
ten Internet 163
3.3.4. Tim kiam thi truang va d6i tac ten Internet 164
3.3.5. He th6ng thOng tin xiic tin thuang mai ten Internet 166
3.3.6. Cac website thOng tin xilc tin thuang mai din hinh 167
3.3.7. WA s6 van de can km y khi ang dung marketing din tit 168
3.3.8. Nhitrig km y khi van dung marketing din to tong xuat nhap khgu 169
3.4. Phan tich bai tap tinh hu6ng 172
CHLIONG IV. ROI RO VA PHONG TRANH ROI RO TRONG
THIJONG MAI DIN TO 175
4.1. TOng quan ye an toan va phong tranh riii ro trong thuang mai din tit 175
4.1.1. Vai to dm an toan va phOng tranh riii ro tmng thuang mai
dien tit 175
4.1.2. ROI ro trong thuang mai dian tit tai Viet Nam 176
4.1.3. Vai to cila chinh sach va quy trinh bao dam an toan d6i vai TMST 177
4.2. Riii ro chinh trong thong mai din tit 177
4.2.1. MOt s6 rig ro doanh nghiap co the gap phai trong thong mai
dian tit 177
4.2.2. WO s6 clang tan cong vac) cac website thong mai din tit 178
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4.3. Xay dung Id hoach an ninh cho thong mai dien to 181
4.3.1. NhCing bien phap ca ban dam bao an toan cho giao dich TMDT 182
4.3.2. C5c ben ph5p co ban nh5m dam bio an toan cho he th6ng TMDT 186
4.3.3. MOt s6 bien phap khac nhArn dam bao an toan cho he th6ng TMDT 188
4.4.1. D6i ph6 v6i cac vu tan cong vao website thong mai dien to 189
4.4.2. Phong chong lua dao qua mang (phishing) 190
4.4.3. GA ph5p Om rui ro trong thong mai dien ter cua iPremier 192
CHUONG V. tING DUNG THUONG MAI DIEN TCI
TRONG DOANH NGHlelp 197
5.1. Xay dung he their-1g thong mai dien ter trong doanh nghiep 197
5.1.1. Luu trir wesbite thong mai dien to 198
5.1.2. Ph5n mem giai ph5p thong mai dien to cho doanh nghiep 211
5.1.3. MOt s6 giai phap thong mai dien to cho doanh nghiep lan 221
5.2. Trien khai du an thong mai dien to trong doanh nghiep 227
5.2.1. Cac phong phap trien khai du an thong mai dien to trong
doanh nghiep 227
5.2.2. Quy trinh xay dung ph5n mem Cmg dung thucmg mai dien to 227
5.2.3. Quy trinh mua va trien khai phan mem thong mai dien to 244
5.2.4. Ky nang quan Iy du an thucmg mai dien to trong doanh nghiep 250
5.3. lIng dung cOng nghe th6ng tin vao quan tri quan he kh5ch hang 252
5.3.1. T6ng quan ye CRM 252
5.3.2. Cac chirc Wang ca ban cua CRM 261
5.3.3. Quy trinh trien khai CRM trong doanh nghiep 262
5.3.4. Lua chop giai ph5p CRM phis hap voi doanh nghiep 263
5.3.5. Kinh nghiem erng dung CRM trong doanh nghiep 268
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5.4. Dig dung cong ngh6 thong tin veo pan tri chu6i cung (mg
caa doanh nghi6p 274
5.4.1. T6ng quan ye Quin tri Chu6i cung (mg (SCM - Supply Chain
Management) 274
5.4.2. Cac lui Ich cela SCM 280
5.4.3. Cac chirc nang chO y6u cua he thong SCM 281
5.4.4. Phan tich cac bai hoc ye (mg dung SCM thanh cong 283
5.4.5. Cac phan mem ang dung trong quin l chu6i cung (mg 285
5.4.6. *rich hcrp chuoi cung (mg va quail tri nguOn luc doanh nghi6p 291
5.4.7. Phan tich bai tap tinh huting 292
5.5. (Ing dung cong nghe th6ng tin vao quan tri nguOn luc doanh nghrep 294
5.5.1. Tang quan ye ERP 294
5.5.2. Trier) khai du an ERP 295
5.5.3. Lila chon giai phap ERP ph0 hap vOi doanh nghi6p 306
5.5.4. Bai hoc kinh nghi'6m ye (mg dung ERP thanh cong 314
5.5.5. Cai dat va Set dung phen mem ERP 317
5.6. Xay dung k6 hoach kinh doanh din ter 323
5.6.1. -Icing quan ye k6 hoach kinh doanh di6n to 323
5.6.2. C6u trim Ice hoach kinh doanh di6n ter 326
5.6.3. MO to Chung ye hoat thing kinh doanh: Sir mang, tam nhin,
muc tieu 333
5.6.4. MO hinh kinh doanh 342
5.6.5. Phan tich thi trudng 348
5.6.6. Phan tich canh tranh 353
5.6.7. T6 chit thuc hiOn 358
5.6.8. Phan tich hi6u qua tai chinh 363
5.6.9. Trinh bay kg hoach kinh doanh din ter mot cach hi6u qua 366
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5.7. Xay dung quan ly website thuang mai dien to va ban hang truc tuyen 368
5.7.1 Cac cong nghe xay dung website thuang mai dien tir 368
5.7.2. May chi) web, He quan tri ca set di? lieu, NgOn ngir lap trinh web 368
5.7.3. Cai dat va quan 19 website thucrng mai dien tir 372
5.7.4. Cai dat va quan 19 cira hang truc tuy6n 380
5.7.5. Nang cap va phat trien website thuang mai dien tit 382
5.7.6. Thuc hanh sir dung hap Tong dien tir va thanh toan dien tir B2C 382
5.8.1. Case 1. Land's End Tau to vao Thuang mai dien tit 382
5.8.2. Case 2. Sear va viec ang dung thuang mai dien tit 384
Bai thuc hanh: cai dat va sir dung mot s6 phan mem CRM 386
CHUCING VI. LUAT DIEU CHINH THUCING MAI 010 ICI 395
6.1. Khai quat khung phap19 ye thong mai dien tir ten the giai 395
6.1.1. Luat mAu ye thong mai dien tir cira UNCITRAL 395
6.1.2. Luat mAu ye chit k9 dien tit cira UNCITRAL 396
6.1.3. COng uac ciia Lien hdp qu6c ye sir dung chang tir dien tir trong
hap Tong thuang mai qu6c t6 397
6.2. Khung phap19 ye thong mai dien tir cua mot s6 nuac va khu vuc 397
6.2.1. Khung phap Ijr ye thong mai dien tir cua Hoa Ky 397
6.2.2. Khung phap Ijr ye thuang mai dien tir dm Singapore 400
6.2.3. Khung phap 19 ye thuang mai then tir cira Canada 402
6.2.4. Khung phap 19 ye thong mai then tit dm EU 403
6.2.5. Khung phap 19 ye thuang mai dien tir cua APEC 404
6.2.6. Khung phap19 ye thong mai dien tir cila ASEAN 405
6.3. Nhiing tap quan quoc to lien quan den thuang mai dien tir 406
6.3.1. Incoterms 2010 406
6.3.2. eUCP 406
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6.4. Khung phap 19 ye thuang mai dien ter cua Viet Nam 407
6.4.1. Luat ding nghe thOng tin 407
6.4.2. Luat giao dich dien ter 407
6.4.3. Nghl dinh s6 57/2006/ND-CP ye thong mai dien tit 408
6.4.4. Nghl dinh s6 26/2007/ND-CP ye chit q s6
va dich vu chi:mg thuc chi: 4 s6 410
6.4.5. Nghi dinh s6 27/2007/ND-CP ye giao dich dien tir
trong hoat Ong tai chinh 412
6.4.6. Nghi dinh s6 3512007/NB-CP ye giao dich dien to trong hoat
Ong ngan hang 414
Phu lyc 1: Cac mO hinh thong mai dien tiithanh ding tran the gidi 415
GENERAL MOTOR: Sang kien thong mai dien tit B2B 452
Phu lyc 2: Quy trinh ky ket va thuc hien hap dung dien ter bang email 455
Phu Ric 3: Luat mAu cila UNCITRAL ye thong mai dien ter
(Model Law on Electronic Commerce) 475
Phyc lyc 3: UNCITRAL Model Law on Electronic Signatures 486
Phu luc 4: United Nations Convention on the Use of Electronic
Communications in International Contracts 493
TAI LIEU THAM KHAO 505
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DANH MIX CAC TO VIET TAT
Danh muc tir viet tat tieng Anh
Chir viet tat Titng Anh Titng Vitt
ADOC APEC Digital Opportunity
Center
Trung tam Ca hOi s6 dm
APEC
AFACT Asia-Pacific Council for
Trade Facilitation and
Electronic Business
WO d6ng Kinh doanh din tir
va Thu'an lgi hOa thucmg mai
APEC Asia-Pacific Economics
Cooperation
Digit dan hop tac kink to
chau A - Thai Binh Duang
ATM Automated Teller Machine May rut tin to dOng
B2B Business To Business
(electronic commerce)
Thtrang mai din tir gifta DN
va DN
B2Bi Business To Business
Integration
Tich hop N th6ng thucmg
mai din tir B2B
B2C Business To Consumer
(electronic consumer)
Thuang mai din tir gift
doanh nghi'e'p va Ca nhan
C2C Consumer To Consumer
(electronic commerce)
Thucmg mai din tir gift ca
nhan va ca than
CA Cetification Authority Ca quan chirng thuc CKDT
CISG Convention on International
Sales of Goods
C8ng trac Vial nam 1980 ve
mua ban hang hoa QT
CRM Customer Relationship
Management
Quan tri quan N lc.hach hang
eCoSys Electronic Certificate of
Origin System
HO th6ng khai bao C/O din
tir
11

Chu. viet tat
. A
Tieng Anh Titng VW
EDI Electronic Data Interchange Trao d6i dir lieu dien tir
ERP Enterprise Resource Planning Ke hoach nguon luc doanh
nghiep
E-SIGN Electronic Signature on
Global and National
Commerce
LuSt CKDT trong thuong
mai qu8c gia va quoc to dm
Hoa KS/
EU European Union Lien minh chat' Au
IDC International Data
Corporation
Cong ty dit lieu qu6c to
ITC Information and
Communication Technology
Cong nghe thong tin va
truyen thong
OECD Organization for Economic
Cooperation and
Development
To chirc phat trien hop tac
kinh to
Root CA Root Certification Authority Ca quan chimg thuc chit 14
dien tir g6c
SCM Supply Chain Management Quan 15, chuOi cung img
UCC Uniformed Commercial
Code
LuSt thuang mai th6ng nhSt
dm Hoa KS,
UETA Uniformed Electronic
Transaction Act
LuSt giao dich dien tir th6ng
nhAt dm Hoa KS,
UN/
CEFACT
United Nations Centre for
Trade Facilitation and
Electronic Business
Uy ban dm LHQ ve Thuan
loi Ma TM va kinh doanh
dien tir
UNCITRAL United Nations Conference
for International Trade Law
Uy ban dm Lien hop qu6c ve
Lust thucmg mai qu6c to
UNCTAD United Nations Conference
for Trade and Development
Uy ban ciia Lien hop qu6c ve
Thuang mai va phat trien
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Chir viet tat Tieng Anh Tieng Vi§t
UNeDocs United Nations electronic
Trade Documents
He tilting xfr V/ chimg tir dien
tir' trong TM qut)c to dm LHQ
UPS United Parcel Service COng ty dich vu chuyen phat
nhanh United Parcel Service
WIPO World Intellectual Property
Organization
Tit') chirc so hill' tri tue the gieri
R&D Research & Development Nghien cfru va phat tritn
CMS Content Managemetn System He quan tri nili dung
Xampp X-cross platform, A-Apache,
M-MySQL, P-Php, P-Perl
Goi ph'an mem may chil web
va co so. dir lieu
Danh muc tir viet tat tgng ViOt
Chi? viet tat Titng Vi0
CKDT Chit IcS7 dien tir
CTDT Chimg thuc dien tir
HOOT Hop d'ong dien tir
HDDTQT Hop d6ng dien tir queic t6
LHQ Lien hop quiic
TMDT Thucmg mai dien tir
CNTT Cong nghe thong tin
CNTT&TT COng nghe thong tin va truyen thong
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DANH MIX HINH
Hinh 1.1. fing dung Thucmg mai dien tit trong cac giai loan ciia
chu61 gia tri
Hinh 1.2. Sa de phat trier' kinh doanh dien tit
Hinh 1.3. Cac btrac trien khai thuang mai dien tit
Hinh 1.4. Mo hinh Nganh am nhac va giai tri truc tuyen
Hinh 1.5. MO hinh ciao tao truc tuyen
Hinh 1.6. Mo hinh kinh doanh bao hiem khi chua c6 Internet
Hinh 2.1. Quy trinh giao nhan dien tir thong qua Bolero.net
Hinh 2.2. Quy trinh thanh toan dien tir bang the tin dung qua
mang Internet
Hinh 2.3. Minh hoa not dung cila chirng chi se;
Hinh 2.4. Minh hoa quy trinh tao tao chi:mg thu dien tir
Hinh 2.5. Minh hoa quy trinh ky se va xac thuc chir kY se
Hinh 2.6. Thiet bi tao cha 147 dien tit va nhan dang chit 14, dien tir
Hinh 4.1. Phucmg phap ma hod khod rieng
Hinh 4.2. Phuang phap ma hoa khod cong cong
Hinh 5.1. Cac thanh phan cua HTTT
Hinh 5.2. He thong can bang tai cho cac may chii web
Hinh 5.3. He thong can bang tai cho cac may chi' web
Hinh 5.4. Phucmg phap SDLC
Hinh 5.5. Chien lugc van hanh song song
Hinh 5.6. Chien lugc van hanh thi diem he thong mai
Hinh 5.7. Chien lugc bac thang
Hinh 5.8. Chien lugc thay the town b6
Hinh 5.9. Cac buac trien khai
14

Hinh 5.10. Cac buac trien khai theo phirong phap phat trien img
dung nhanh
Hinh 5.11. M6 hinh quan he khach hang
Hinh 5.12. Minh hoa chu61 cung img
Hinh 5.13. M6 hinh quan he tong the Oita ERP, CRM va SCM
Hinh 5.14. Phan mem ERP Openbravo
Hinh 5.15. Phan mem Compiere Professional
Hinh 5.16. Phan mem Opentaps
Hinh 5.17. Phan mem xTuple
Hinh 5.18. Phan mem Sugar CRM
DANH BANG Bib
Bang 2.1. TS, le sir dung cac hinh thi.rc thanh town tai 123!Mua
Bang 4.1. So sanh phuong phap ma hoa khoa rieng va ma hod
*hod cong cong
Bang 5.1. Danh sach cac nha cung cap dich vu Internet lem tai
Viet nam
Bang 5.2. Chi phi danh cho xay dung he th6ng
Bang 5.3. So sanh chi phi giira phucmg phap to xay dkmg he
thong
Bang 5.4. Cac hot dOng trien khai he th6ng ERP
Bang 5.5. Muoi van de km nhat trong trien khai du an ERP
Bang 5.6. Cac giao dien ERP quan trong nhat
Bang 5.7. Quy trinh trien khai he th6ng ERP
15

Churang 1
TONG QUAN VE THUONG MAI DIN TcJ
1.1. Khai ni?nt chung ye Thucrng mai dign tir
1.1.1. Scr ra va ph& tran caa Internet
Internet la mang lien ket cac mpg may tinh vori nhau. Mac dir mai
thuc su ph6 bien tir nhang nam 1990, Internet da co lich sir hinh thanh tir
kha lau:
1962: J.C.R. Licklider dua ray tuang ket n6i cac may tinh vai nhau,
tuang lien ket cac mang thOng tin vai nhau da co tir khoang nam 1945 khi
kha nang hily diet dm born nguyen tir de doa x6a so nhilng trung tam lien
lac quan su, viec lien ket cac trung tam vai nhau theo mo hinh lien mang se
giam kha nang mat lien lac town be cac mang khi met trung tam bi tan ding.
1965: Mang giri cac dit lieu da dugc chia nho thanh tong goi (packet),
di theo cac tuyen clueing khac nhau va ket hap lai tai diem den (Donald
Dovies); Lawrence G. Roberts da ket ricii met may tinh a Massachussetts. -
vai met may tinh khac a California qua duorng day dien thoai.
1967: Lawrence G. Roberts tiep tuc de xuat y tuang mang ARPANet
(Advanced Research Project Agency Network) tai met hei nghj a Michigan;
Cong nghe chuyen g6i tin (packet switching technology) dem lai lgi ich to
lorn khi nhieu may tinh co the chia se thong tin vai nhau; Phat trien mang
may tinh thir nghiem cua Be qu6c phong my theo y tuang ARPANet.
1969: Mang nay dugc dua vao hoat deng va la tien than dm Internet;
Internet - lien mang bat dAu xuat hien khi nhieu mang may tinh dugc ket n6i
vai nhau.
1972: Thu dien tir bat dAu dugc sir dung (Ray Tomlinson).
1973: ARPANet lAn dAu tien dugc ket n6i ra nu& ngoai, tai tnrang dai
hoc London.
1984: Giao thirc chuyen g6i tin TCP/IP (Transmission Control Protocol
va Internet Protocol) tra thanh giao thirc chuAn dm Internet; he thiing cac
16

ten mien DNS (Domain Name System) ra dai de phan biet cac may chil;
duac chia thanh sau loci chinh bao g6m .edu (education) cho linh vuc gido
duc, .gov (government) thuac chinh phit, .mil (miltary) cho linh vuc quan
su, .com (commercial) cho linh vuc thuong mai, .org (organization) cho cac
t6 chirc, .net (network resources) cho cac mang.
1990: ARPANET ngirng hog dOng, Internet chuyen sang giai doan
moi ngtrai deu c6 the sir dung, cac doanh nghiep bat dAu sir dung
Internet vao muc dich thuang mai.
1991: Ngon ngir danh dAu sieu van ban HTML (HyperText Markup
Language) ra ding vai giao thirc truyen sieu van ban HTTP (HyperText
Transfer Protocol), Internet da thuc su tra thanh cong cu dac luc vai hang
log cac dich vu mai. World Wide Web (WWW) ra diri, dem lai cho nguai
dimg kha nang tham chieu tir mOt van ban den nhieu van ban khac, chuyen
tir co sa dir lieu nay sang ca sa dit lieu khac vai hinh thirc hAp dAn va not
dung phong phu. WWW chinh la he th6ng cac thong diep dit lieu duac tao
ra, truyen tai, truy cap, chia se... thong qua Internet. Internet va Web la cong
cu quan trong nhat cua TMDT, gitip cho TMDT phat trien va hog dang hieu
qua. Mang Internet duac sir dung rang rai tir nam 1994, Cong ty Netscape
tung ra cac phAn mem img dung de khai thac thong tin teen Internet vao
than 5 nam 1995. C6ng ty IBM giai thieu cac mo hinh kinh doanh dien tir
nam 1997... Dich vu Internet bat au duoc cung cap tai Viet Nam chinh thirc
tir nam 1997 ma ra co.h6i hinh thanh va phat then thuang mai dien qr. Nam
2003, thuong mai dien tir bat dAu ducyc giang day a mOt s6 tnrang dai hoc
tai Viet Nam. Nam 2006, Lust Giao dich dien tir chinh thirc c6 hieu luc tai
Viet Nam tao ca sa phap ly cho hog &Ong thuong mai dien tir phat trien.
1.1.2. Khai niem thwang mai dien tir
Thuong mai dien tir duac biet den vai nhieu ten g9i khac nhau, nhu
"thuang mai dien tir" (Electronic commerce), "thuong mai Ulm tuyen"
(online trade), "thuang mai khong giay to" (paperless commerce) hoc
"kinh doanh dien tir" (e-business). Tuy nhien, "thuong mai dien tir" van la
ten goi ph6 bien nhat va duac diing th6ng nhAt trong cac van ban hay cong
trinh nghien ciru cua cac to chirc hay cac nha nghien ciru. Thucmg mai dien
tir bat &Au bang viec mua ban hang h6a va dich vu thong qua cac phuang tien
dien tir va mang vin th6ng, cac doanh nghiep tin tai irng dung cong nghe
17

thong tin vao moi hoat dOng ciza minh, tir ban hang, marketing, thanh toan
dan mua sam, sari xudt, ddo tao, ph6i hap hoat dOng vai nha cung cap, d6i tac,
Ichach khi do thucmg mai dien tir phat trian thanh kinh doanh dien tir,
va doanh nghiep img dung thucmg mai dien tir a mirc cao dugc goi la doanh
nghiep dien tir. Nhu vay, co the hiau kinh doanh dien tir la mo hinh phat trian
cua doanh nghiep khi tham gia thuang mai dien tir b mitt dO cao va img dung
ding nghe thong tin chuyen sau trong moi hoat &Ong cua doanh nghiep.
* Khdi nrem TMDT theo nghia hep
Theo nghia hep, thuang mai dien tir la viec mua ban hang hod va dich
vu thong qua cac phuang tien dien tir va mang vi6n thong, dac biet 14 may
tinh va Internet.
Cach hiau nay twang to vm mOt s6 cac quan diem nhu:
- TMDT la cac giao dich thuang mai va hang hod va dich vu dugc thuc
hien thong qua cac phuang tien dien tir (Dien dan d6i thoai xuyen Dai Tay
Duang, 1997).
- TMDT la viec thuc hien cac giao dich kinh doanh co clan ten viec
chuyan giao gia tri th8ng qua cac mang vi"en thong (EITO, 1997).
- TMDT la viec hoan thanh bat kStmOt giao dich nao thong qua mOt
mang may tinh lam trung gian ma bao gomviec chuyan giao quyan sa hint
hay quyan sir dung hang hod va dich vu (Cue th6ng ke Hoa KSI, 2000)
Nhu vay, theo nghia hep, thuang mai dien tir bat Mu bang viec cac
doanh nghiep sir dung cac phuang tien dien tir va mang Internet de mua ban
hang hoa va dich cac giao dich co the gifra doanh nghiep vai doanh
nghiep (B2B) hoac gitla doanh nghiep yeti lchach hang ca nhan (B2C), hoac
giira cac cd nhan vari nhau (C2C).
* Kit& 'item TMDT theo nghia rang
Da c6 nhiau to chirc qu6c to dtra ra khai niem theo nghia rOng ve
thuang mai dien tir, dien hinh gam CO
- Lien minh Chau Au (EU): TMDT bao gom cac giao dich thucmg
mai thong qua cac mang vien thong va sir dung cac phuang tien dien tir. N6
bao gam TMDT gian tier) (trao doi hang hod huu hinh) va TMDT truc tiep
(trao dai hang hod v8 hinh).
18

- TO chirc Hap tac va Phat trien kinh to (OECD): TMDT gem cac
giao dich thucmg mai lien quan den cac to chirc va ca nhan dua ten viec xir
ly va truyen di cac da lieu da dugc se hod thong qua cac mpg ma (nhu
Internet) hoac cac mang dOng c6 ceng thong vai mpg ma (nhu AOL).
- Thuang mai dien tit cang dugc hieu la hog Ong kinh doanh dien tit,
bao gem: mua ban hang hod, dich vu, giao hang tivc tiep trail mang vai cdc
not dung se hod; chuyen tien dien tit - EFT (electronic fund transfer); mua
ban co phieu dien tit - EST (electronic share trading); van don dien tit - E
B/L (electronic bill of lading); dAu gia thuang mai - (Commercial auction);
hop tac thiet ke va san xuAt; tim kiem cac nguen Luc true tuy'en; mua sam
true tilyen - Online procurement; marketing truc tiep, dich vu khach hang
true tuyen...
- Uy ban cila Lien hap qutic ve Thtrcmg mai va phat trien -
UNCTAD:
* Tren gee de doanh nghiep "TMDT la viec thuc hien met phAn hay
toan be hoat Ong kinh doanh bao gem marketing, ban hang, phan phi va
thanh toan thong qua cac phuong tien dien tir".
Khai niem nay da de cap den toan be hoat &Ong kinh doanh, chit khong
chi giai han 6 rieng mua va ban, va toan bo cac hog &Ong kinh doanh nay
dugc thuc hien thong qua cac phucmg tien dien
Khai niem nay dugc viet tat bai ben chit MSDP, trong do:
M - Marketing (co trang web, hoac xuc tien thuang mai qua Internet)
S - Sales (c6 trang web c6 ho tra chirc n'ang giao dich, kS, ket hop deng)
D - Distribution (Phan phi san phAm so h6a qua mpg)
P - Payment (Thanh toan qua mang hoac thOng qua ben trung gian nhu
ngan hang)
Nhu vay, dOi vai doanh nghi'ep, khi stir dung cac phucmg tien dien tit va
mang vao trong cac hog dOng kinh doanh co ban nhu marketing, ban hang,
phan phoi, thanh toan thi dugc coi la tham gia thucmg mai dien tfr.
*Oi gee dO quail ly nha nu6c, thuang mai dien tit bao gem cac finh vuc:
I - Ca se ha tang cho sit phat trien TMDT (Infrastructure)
M - Thong diep dit lieu (Data Message)
B - Cac quy tic co ban (Basic Rules)
19

S - Cac quy tic rieng trong tang Firth vac (Specific Rules)
A - Cac img dung (Applications)
MO hinh IMBSA nay de cap den cac linh vac can xay dung de phat
trien TMDT nhu sau:
+ I (Infrastructure): Ca so ha tang COng nghe thong tin va truyen
thong. MCA vi du dien hinh la dich vu Internet bang thong rang ADSL va
cap quang. Suy cho cling, neu khong pho cap dich vu Internet thi khong the
pilaf trien thuang mai dien tir duac. Chinh vi vay, UNCTAD dua ra linh vac
dau tien can phat trien chinh la Ca sa ha tang C6ng nghe thong tin va truyen
thong, tao nen mong &au tien cho TMDT.
+ M (Message): Cac van de lien quan den Thong diep dit lieu. Thong
diep dit lieu chinh la tat ca cac loai thong tin &lac truyen tai qua mang, qua
Internet trong thuang mai dien tir. Vi du nhu hop 6ng dien tir, cac chao
hang, hoi hang qua mang, cac chimg to thanh toan dien tir deu &rye coi la
thong diem chinh xac han la "thong diep dit lieu". Tai hAu het cac nuoc va
tai Viet Nam, nhUng th6ng diep dit lieu khi duac sir dung trong cac giao
dich TMDT duot thira nhan gia tri phap 47. Dieu nay duac the hien trong
cac Lust mh dm Lien hop que)c ve giao dich dien tir hay Lust TMDT cua
the nuac, cling nhu trong Lust Giao dich dien tir dm Viet Nam.
+ B (Basic Rules): Cac quy tic ca ban dieu chinh chung ve TMDT.
Day chinh la cac luat dieu chinh the linh vac lien quan den TMDT trong
mat nuac hoac khu vac va qu6c te. Vi du: a Viet Nam hien nay la Luat Giao
dich dien tir (3/2006), Lust Cong nghe Thong tin (6/2006), Hiep dinh khung
ve TMDT cua cac khu vac nhu EU, ASEAN, Hiep dinh ve Cong nghe
thong tin dm WTO ve viec thira nhan gia tri phap ly khi giao dich xuyen
"bien giai" quac gia cua WTO.
+ S (Sectorial Rules/Specific Rules): Cac quy the rieng, dieu chinh
tong link vac chuyen sau cua TMDT nhu chimg thuc dien tir, chit 14 dien
tir, ngan hang dien tir (thanh toan dien tir). The hien duai khia canh phap
luat 0 Viet Nam co the la cac Nghl dinh chi tiet ve tang firth rue. Hay cac
tap quail thuang mai queic t6 mai nhu Quy tic ve xuAt trinh chung tir dien tir
trong thanh toan qu6c to (e-UCP), hay quy the sir dung van don dien tir (cum
Bolero), cac quy dinh ve giao dich dien tir trong Incoterms 2000 va
Incoterms ® 2010.
20

+ A (Applications): Ducic hieu la cac img dung TMDT, hay cac mo
hinh kinh doanh thuang mai dien tir can dugc dieu chinh, cling nhu dau tu,
khuyen khich de phat trien, tren co so da giai guy& dugc 4 van de tren. Vi
du nhu: Cac mo hinh C6ng TMDT qu6c gia (ECVN.gov ), Alibaba.com, cac
mo hinh B2C (golmart.com.vn, Amazon.com), mo hinh C2C (EBay.com),
hay cac website cua cac cong ty XNK, den cac giai phap Lan nhu CRM,
SCM va ERP... deu duce coi chung la cac (mg dung TMDT.
- WTO: Thucmg mai dien tir bao g6m viec san xudt, quang cao, ban
hang va phan ph6i san phAm dugc mua ban va thanh toan teen mang
Internet, nhung viec giao nhan c6 the nhu truyen th6ng hoac giao nhan qua
Internet clued clang s6 hoa.
- AEC (Association for Electronic Commerce): Thucmg mai dien tir la
lam kinh doanh c6 sir dung cac cong cu dien tir, dinh nghia nay rOng, coi
hAu het cac hog d'Ong kinh doanh tir dan gian nhu mot cu dien thoai giao
dich den nhUng trao d6i thong tin EDI phirc tap deu la thuang mai dien tit.
UNCITRAL: Lust mAu v'e Thuong mai dien tir cua Uy ban lien hiep
qu6c ve luSt thuang mai qu6c to (UNCITRAL Model Law on Electronic
Commerce, 1996) dinh Thus:mg mai dien tir la viec trao d6i thong
tin thuang mai thong qua cac phuang tien dien tir, khong can phai in ra
gidy bAt cir cong doan nao cua toan bO qua trinh giao dich.
"Thong tin" dugc hieu la bAt cir thir gi co the truyen tai bang ky thuSt
dien tir, bao g6m ca thu tir, cac file van ban, cac co sa dir lieu, cac ban
tinh, cac ban thiet ke, hi.-11 do hoa, quang cao, hoi hang, dan hang, hoa
don, bang gia, hop d6ng, hinh anh dOng, am thanh...
"Thtrong mai" dugc hieu theo nghia rOng, bao quat m9i van a nay sinh
tir m9i m6i quan he mang tinh thuang mai, du c6 hay kh8ng co hop ang.
Cac m6i quan he mang tinh thuang mai bao g6m, nhungrkhong giai han
cac giao dich sau day: bat cir giao dich nao ve cung cap hoac trao doi
hang boa hoac dich vu; dai dien hoac dai ly thuang mai; us, thac hoa
h6ng; cho thue dai han; xay chrng cac cong trinh; tu van; k57 thuSt cong
trinh; cfau tu cap Von; ngan hang; bao hiem; thoa thuSn khai thac hoac to
nhucmg; lien doanh va cac hinh thirc khac ve hop tac cong nghiep hoac
kinh doanh; chuyen ch .& hang hoa hay hanh khach bang duOng bien,
duong kh8ng, dueng sat hoac &rang bO.
21

Mac dit mon hoc c6 ten ggi "Thuang mai din tir" nhung pham vi
nghien ciru rOng han, bao tram len ca cac mo hinh va cac van de kinh doanh
dien tir vOi muc dich trang bi cac kien thirc, ky nang ve thuang mai va kinh
doanh dien tir de ngu6i hoc ap dung trong moi finh vuc kinh doanh va cac to
chirc lien quan.
1.1.3. Ctic phwang tien thyv hien thtrang mai din ter
Cac phucmg tien thuc hien thuang mai d*1 tir (hay can goi la phuang
tien din tir) bao g6m: dien thoai, fax, truyen hinh, dien thoai khong day, cac
mang may tinh co ket not Jai nhau,... va mang Internet. Tuy nhien, thuang
mai din tir phat trien chit y6u qua Internet va thuc sit troy nen quan trong khi
mang Internet dugc ph6 cap. Mac dit vay, On day cac giao dich thuang mai
thong qua cac phucmg tien diet tir da dang hen, cac thiet bi dien tir di Ong
ding clan clan chiem vi tri quan trong, hinh thirc nay dugc biet den vOi ten
goi thuang mai din tir di dOng (Mobile-commerce hay M-commerce).
- Di0 thoO: la mot phuang tien ph6 thOng, de sir dung, va gait nhu
xuat hien sam nhat trong cac phuang tien dien tir dugc de cap. MOt s6 dich
vu c6 the cung cap truc tiep qua din thoai nhu dich vu buu dien, ngan hang,
h6i dap, to van, giai tri. Vai sit phat trien cua dien thoai di (Ring, lien lac qua
ve tinh, irng dung dm dien thoai dang troy nen rOng raj hcm. Nhung dien
thoai c6 mot han che la chi truyen tai dugc am thanh va moi colic giao dich
van phai ket thitc bang giay tg. Ngoai ra, chi phi giao dich bang din thoai,
nhat la giao dich dien thoai &Ong dai, con kha dat. Thuang mai din tir van
sir dung din thoai nhu mot cong cu quan trong, tuy nhien "di0 thoai" dugc
hieu theo nghia rOng, khong giai han o dien thoai c6 dinh ma dugc hieu la
tat ca cac hinh thirc giao tiep bang giong not thong qua cac phuang tien din
tir: dien thoai qua Internet, "voice chat", "voice message" qua Yahoo
Messenger (YM) hay Skype... Day cung chinh la Igi the n6i bat dm Internet
vai cac img dung truyen thoai qua moi tn.ramg nay.
- May fax: Co the thay the dich vu dua thu va giri cong van truyen
th6ng. Tuy nhien han the cita may fax la chi truyen dugc van 'ban viet,
kitting truyen tai dugc am thanh, hinh anh dOng, hinh anh ba chieu. Fax qua
may tinh va Internet la mot dich vu mai dugc img dung kha rang rai
22

giam chi phi trong giao dich dien tir. Thiet bi dien tir ding khong gioi han
may fax truyen th6ng ma ma !Ong ra may vi tinh va cac thiet bi dien tir khac
sir dung cac phan mem cho phdp giri va nhan van ban fax. Hoat &Ong nay
cling lam ma rOng khai niem thuang mai dien tir va nhcing quy dinh ve van
ban g6c, hang chimg, van ban do ban gac dm fax truac day la van ban giay,
ban g6c dm fax qua may vi tinh c6 the la van ban dien tir. Vi du: sir dung
phan mem Winfax gui van ban word tir may vi tinh den may fax ciia doi tac.
- Truyen hinh: ngay nay, truyen hinh tr .& thanh mot trong nhung ding
cu dien tir ph6 thong nhAt. Truyen hinh (long vai tro quan trong trong
thuang mai, that la trong quang cao. Song truyen hinh mai chi la mot cong
cu truyen thong mot chieu, qua truyen hinh, khach hang khong the tim kiem
dugc cac chao hang, kh6ng the dam phan vai ngued ban ve cac dieu khoan
mua ban cu the. GAn day, khi may thu hinh dugc tich hop them cac tinh
nang nhu may tinh thi cong dung cua no dugc ma Ring hon. Viec giao dich
va dam phan bang "video conference" thuc hien qua Internet tro nen ph6
bien va dAy manh thuang mai dien tir khi tit kiem dugc thai gian va chi phi
cua cac ben ma Van co hieu qua nhu dam phan giao dich tivc tiep truyen
thong. Vi du: dam phan sir dung video-conference va net-meeting.
- May tinh va mang Internet: thuang mai dien tir chi thuc su c6 vi tri
quan trong khi c6 su biing no dm may tinh va Internet vao nhimg nam 90
cila the 14 20. May tinh va Internet giiip doanh nghiep tin hanh giao dich
mua ban, hop tac trong san xuAt, cung cap dich vu, quan ly cac hoat dOng
trong not bO doanh nghiep, lien ket cac doanh nghiep tren toan c'au, hinh
thanh cac mo hinh kinh doanh mai. Khong chi gioi han a may tinh, cac thiet
bi dien tir va cac mang vin thOng khac cling dugc Ong dung manh me vao
thuang mai lam da dang cac hoat dOng thuang mai dien tir tir viec sir dung
the thong minh trong thanh toan dien tir, mobile phone trong cac giao dich
dien tir gia tri nho, he th6ng thuang mai dien tir trong giao thong de xir ly ye
tau dien, xe bus, may bay: den giao dich chi:mg khodn, tai chinh, ngan hang
dien tir, hai quan dien tir trong nuac va qutic te. Nhitng tap down toan c'au
ding chia se thong tin trong hoat dOng thuang mai qua mang rieng cua minh
hoc qua Internet. Vi ngan hang dien tir (e-banking), mua s'am dien tir
(e-procurement).
23

1.1.4. HeMktg cac hoot d'Ong co ban trong thuong mai (lien a
Theo Michael Porter, thucmg mai dien V.I. co the *rig dung vao tat ca cac
giai doan trong chuOi gia tri. Tat nhien, khi img dung sau va rOng thucmg
mai dien to i day dugc hieu theo nghia rOng, troy thanh kinh doanh dien tir.
Hinh 1.1. 1Tng dung Thong mai dign tir trong cac giai (loan
ciia chugi gia tri
A
Mua sam trip tuyen
- Mua nguyen lieu truc tuyen
(san xuat o to, may bay...)
- Dau thAu truc tuyen de mua
nguyen.lieu
- Ket not ERP gifra cac cong
ty va cac nha cung cap
- Chia se thong tin nguyen
lieu san xuat cho nha cung
cap
Outbound logistics
- Quan tri dat hang truc
tuyen
- KS, kat hop cliing ttr dOng
qua mpg
- Cho phep khach hang truy
xuat tai danh mac san phAm
mai va thtri han giao hang
- Quan tri qua trinh thuc
hien NT (long
Dich vy sau ban
hang
- Theo dai ban hang
truc tuytn
- Ho trcr khdch hang
truc tuyen
- Quan tri quan he
khach hang
- Quan tri ban phi
kian/hang thay the
San phAm Inbound
va Dich vy Logistics
1 2
XiP ly
nghiOp va
3
Outbound Marketing
Logistics & Ban bang
4
Dich vy sa
ban hang
6
R&D MO tie
- R&D truc tuyen
- Thiet ke san pham
mai: quan ao, may
tinh
- Phat trian san
phAm mai nhanh
hcm (6 to)
San xuat dign ter
- San xuat theo dcm
hang ciia khdch hang
- Hop tac gift nha san
xuat linh kian va lap rap
- Chia se kien thirc
- Ke hoach hod viac sir
ding cdc nguOn lye
Marketing MO ter,
- Marketing theo doi Wong
khach hang
- Nghien ciru thi trubmg din tir
- Quang cdo din tir
- Tucmg tdc yeti khach hang
- Ban hang truc tuyen
- Xir ly giao dich truc tuyen
- Dinh gia tuning tac
Nguan: Marketing Management, Porter M.E. 2001
24

1.1.5. Qua trinh ph& triin thtrong mai dien
Thuong mai dien tit phat trien qua 3 giai doan chu yeti, bao g6m:
* Giai dogn 1: Thwang mai thong tin (i-commerce hay Information
Commerce)
Giai doan nay da c6 su xuAt hien cua Website. Thong tin ye hang hoa
va dich vu cua doanh nghiep ding nhu ve ban than doanh nghiep da duoc
dua len web. Tuy nhien thong tin chi mang tinh giai thieu va tham khao.
Viec trao d6i thong tin, dam phan v'e cac dieu khoan hop d6ng, gala doanh
nghiep vOi doanh nghiep hay gift doanh nghiep vai khach hang ca nhan
chi' yeti qua email, dien dan, chat room... ThOng tin trong giai doan nay
phAn Ian chi mang tinh mot chieu, th6ng tin hai chieu gala nguai ban va
mua con han the khong dap img dirge nhu cAu thuc te. Trong giai doan nay
nguai tieu dung c6 the lien hanh mua hang true tuyen, tuy nhien thanh town
van theo phuong thirc truyen thong. •
* Giai (loan 2: Thumg mai giao dich (t-commerce hay Transaction
Commerce)
NM. co su ra doi dia thanh town dien tit ma thuong mai dien to thong
tin d'a tin them mot giai doan nib dm qua trinh phat trien thuong mai dien
tir do la thuong mai dien tix giao dich. Thanh town dien tir ra den d'a hoan
thien hoat d6ng mua ban hang true tuyen. Trong giai doan nay nhieu san
phAm mbi d5 dirge ra doi nhu sach dien tir va nhieu san phAm se Ma.
Trong giai doan nay cac doanh nghiep cid xay dung mang n6i b6 nh5m
chia se du lieu gitta cac don vi trong nOi b0 doanh nghiep, ding nhu Ung
dung the phAn mem quan ly Nhan su, K'e town, Ban hang, San xuAt,
Logistics va tien harsh ky ket h9p d6ng dien
* Giai dogn 3: Thwang mai Ong tac (c-Business hay Collaboration
Business)
Day la giai doan phat trien cao nhAt cua thuong mai dien tir hien nay.
Giai doan nay doi hoi tinh cung tac, phi h9p cao giira n6i b0 doanh nghiep,
doanh nghiep vai nha cung cap, khach hang, ngan hang, co quan quan ly
nha nuac. Giai doan nay doi hoi viec frng dung ding nghe thong tin trong
toan b6 chu trinh tix dAu vao dm qua trinh san xuat cho tad viec phan phoi
hang h6a.
25

Giai doan nay doanh nghiOp da trien khai cac hO th6ng phAn rrim Quan
ly khach hang (CRM), Quan tri chuOi cung ling (SCM), Quan tri ngu6n luc
doanh nghiOp (ERP).
Hinh 1.2. So' do phat trien kinh doanh then tir
3. Thuvrrig mai cong tac (c-Busines.$)
Integrating ••••
Ket not cac phan trong doanh nghiep
Kk not vai cac dOi tac kinh doanh
CRM. SCM, ERP
2. Thtraiw mai giao dich ft- Commerce)
Kf ket lictp diing qua mang (E-contract)
Thanh wan dien tir (E-payment)
Ling dung cac phan mem quan Nhan sy, Ke wan:, ban hang.
• Thtrang mai thong tin ( - Commerce)
Meng tin ( • • • • lap trang Web, thaw gia vao cic san giao clich
Trao dal, dam phan qua mpg, dat hang qua e-mail, chat, forum
Thanh town giao hang truyen th6ng
Ngarjn: UNCTAD, E- commerce development 2003
1.1.6. Ctic Win (I'd chitin luv'c trong thuong mai din ter
Theo nghien cfru dm UNCTAD nam 2003, de phat trie'n thuong mai
diOn tir cac nuot can trie'n khai 25 hoat d6ng tir thAp d6n cao. D6i vbi cac
nuac phat trien c6 ha tang cong nghO thong tin tien tien thi viOc trie'n khai
thucmg mai din tir se de clang va nhanh chong hon. Ngay nay a phat trien
thuong mai din tir cac nuac can quan tam, chu tong vao bon yL to (4N)
trong thuong mai din tir bao g6m: NhAn thirc, Nhan luc, N6i mang, va N6i
dung. Thuang mai din tir la mot linh vuc hoan toan mai nen viOc nang cao
nhAn thirc ve vai to cua thuong mai din tir la vo clang quan tong. Nang
cao nhAn thirc ve thuong mai diOn tir se giup cho viesc trien khai va phat trien
thuong mai din tir &rot nhanh ch6ng hcm. Ngoai ra thuong mai din tir la
mot linh vuc rat r6ng, doi h6i su ph6i hop cao nen can phai co su ket n6i tot
gala cac ben lien quan nhAm dAy nhanh hoat dOng thuong mai vai phat trien
cong nghO thong tin. De lam duac di'L nay doi ,hoi phai co mot dOi gioi
chuyen mon va ban than cac hoat d6ng san xuat, kinh doanh cling can phat
trie'n trong qua trinh trien khai Thuang mai din
26

A• Ha tang van thong
• Truy cap internet
• Bei nga nhan lip
• Cac thiet bi c6 kha Wang truy cap internet (nhu may tinh
ca. nhan, PDA)
• Chinh sich va ke hoach clia Chinh phi' ye Oat trien
nganh ding nghe thong tin
• Nhang mOi de doa do tg do him mang lai
• Sir dung cac phan mem phii hop (hop phap va chi phi thdp)
• May tinh co the hien thi nem nge dia. phwang
• Nhirng nOi dung di' dulyc dia phyong hoa
• Cac ding thong tin
• Chinh phi' dien tir - cac ca so ha tang do chinh phii cung
cap
• Cac tieu chuan ve san xudt, an toan lao dOng va sue khoe.
• Luat phi') ye Cong nghe thong tin (cac giao dich dien tir,
chit kji dien tir, tOi pham may tinh)
• Van a an ninh - thong tin, tinh he thOng, he thOng mang
• Van a chirng thgc, ma hod
• Truy cap internet bang bang thong rang (tai doanh
nghiep, gia dinh)
• Phat trien nguen nhan hp ve cong nghe thong tin
• Hop tac ve he thong mang
• Cdc ca hOi do tv do h6a va khu yip hoa mang lai
• Cdc chq dien tir
• Ca sa ha tang cho vies thus hien thanh toil' qua mang
• Bao ve nguiri tieu diing
• Van de chap nhan /Lac thvc lien qutic gia
• Bao WO quyen so' Mhz tri tue
• Van a bao mat thOng tin ca nhan
V
Mei quan
tam dm
cac imam
dang phat
trial va
kern ghat
trial
Mei quan
tam ciia
cac nulfrc
Oat trien
va cac tap
doin cling
nghiep
hang dAu
Van de kho khan nhk hin nay diSi vOi thuang mai din tir Om: thanh
town true tuy6n, an ninh, bao mat trong giao dich thuang mai din tir, chUng
th‘rc di@l tir quiic te.
Hinh 1.3. Cac imam trien khai thiro'ng mai dien tit'.
Ngue•n: UNCTAD, E-commerce development 2003
27

1.2. D4c diem, phfin loci thucrng mai din
1.2.1. DOc diem ciia thwang mai dien to
- Srt phat trien cua thtrcrng mai din tir gin lien va tic Ong qua lai
v(ri sir phfit trien cfia ICT. Thuang mai dien tir viec img dung cong nghe
thong tin vao trong mai hoat dOng throng mai, chinh vi do ma su phat
trien cua cong nghe thong tin se thitc day thucmg mai dien tir phat trien
nhanh chong, tuy nhien su phat trien cua throng mai dien tir ding thitc day
va ggi ma nhieu linh vuc cua ICT nhtr phan cirng va phan mem chuyen
dung cho cac *rig dung thucmg mai dien tir, dich vu thanh toan cho thucmg
mai dien tir, ciing nhu day manh san xuat trong linh vuc ICT nhu may tinh,
thiet bi dien tir, thiet bi vin thong, thiet bi mang.
- Ve hinh giao dich thucmg mai dien tir co the hoan toan qua
mang. Trong hoat dOng thtrang mai truyen thong cac ben phai gap gEr nhau
truc tiep de lien hanh dam phan, giao dich va di den 14 ket hop dOng. Con
trong hoat dOng throng mai dien tir nha viec sir dung cac phuong tien dien
tir CO ket not vai mang vin thong, chil yeu la sir dung mang Internet, gia
day cac ben tham gia vao giao dich khong phai gap goy nhau truc tiep ma
van cal the dam phan, giao dich dugc vai nhau du cho cac ben tham gia giao
dich dang a bat cir quOc gia nao. Vi du nhtr truck kia muon mua mot quyen
sach thi nguai mua phai ra tan dm hang de tham khao, chon mua mat cuOn
sach ma minh mong muOn. Sau khi da chon dugc cuOn sach can mua thi
nguai mua phai ra quay thu ngan de tra tien mua cuOn sach do. Nhung gia
day vai su ra dad cua thucmg mai dien tir thi chi can co mot chiec may tinh
va mang Internet, th8ng qua vai than tac kich chuOt, nguai mua khong can
biet mat dm nguai ban hang thi vAn co the mua mot cuOn sach minh mong
muOn tren cac website mua ban truc tuyen nhu Amazon.com,
Vinabook.com.vn.
- Pham vi hoat thi twang trong thuang mai dien tir la thi tnrang
phi bien gioi. Dieu nay the hien a chi) moi nguai a( tat Ca cac qu6c gia teen
khap toan cau khong phai di chuyen tai bat ki dia diem nao ma vAn cat the
tham gia va lien hanh giao dich dien tir bang cach truy cap vao cac website
thucmg mai hoac vao cac trang mpg xa hOi.
28

- Chu the tham gia: Trong hoat Ong thuong mai dien tir phai co f(Si
thieu ba chu the tham gia. D6 la cac ben tham gia giao dich va khong the
thieu dugc su tham gia cua ben thin ba do la cac co quan cung cap dich vu
mang va co quan chimg thuc, day la nhimg ngtrai tao moi truang cho cac
giao dich thuong mai dien tir. Nha cung cap dich vu mang va co quan chimg
thuc co nhiem vu chuyen di, hru gill cac thong tin gifra cac ben tham gia
giao dich Thuong mai dien tir, dOng thai ho cling xac nhan d8 tin cay cua
cac th8ng tin trong giao dich Thuong mai dien tir.
- Thiri gian khong gi(ri han: Cac ben tham gia vao hoat &Ong throng
mai dien tir deu co the tien hanh cac giao dich suOt 24 gia 7 ngay trong yang
365 ngay lien tuc 6 bat cir not nao co mang viL th6ng va co cac phuong tien
dien tir ket not vOi cac mang nay, hon nira cac phuang tien dien tir co kha
nang to dOng h6a cao giup day nhanh qua trinh giao dich.
- Trong thtrang mai di0 tir, he thOng thong tin chinh la thi truirng.
Trong throng mai truyen thong cac ben phai gap ga nhau truc tiep de tier'
hanh dam phan, giao dich va 14 ket hop ding. Con trong thuong mai dien tir
cac ben khong phai gap gr nhau trirc tiep ma van co the tien hanh dam
phan, 14 IC& hop &Ong. Cac ben co the truy cap vao he thtmg thong tin ciia
nhau thong qua mang Internet, mang extranet.... de tim hieu thong tin va tir
do tien hanh dam phan ki ket hop &Ong. Vi du gia day cac doanh nghiep
thuong mai muOn tim kiem cac doi tac tren khap toan car thi chi can vao
cac trang tim kiem nhu google, yahoo hay vao cac cung throng mai dien tir
nhu Ecvn.com, Alibaba.com, hay Ec21.com.
1.2.2. Phan logi thwang mai dien ter
CO nhieu tieu chi khac nhau de phan loai cac hinh thirc/ mo hinh
TMDT nhu:
+ Phan loai theo cong nghe ket n6i mang: Thuong mai di &Ong (khong
day), thuong mai dien tir 3G.
+ Phan loai theo hinh thirc dich vu: Chinh phu dien tir, gido duc dien
tai chinh dien tir, ngan hang dien tir, chirng khoan dien tir.
+ Phan loai theo mire d8 phi hop, Chia se va sir dung thong tin qua
mang: Thuong mai thong tin, thuong mai giao dich, throng mai Ong tac.
29

+ Phan loai theo doi tugng tham gia: CO b6n chit the chinh tham gia
phAn lon vao cac giao dich thuang mai dien tir: Chinh phu (G), doanh
nghiep (B), khach hang ca nhan (C), nguad lao &ling (E). Viec ket hop cac
chit the nay lai yen nhau se cho chimg to nhang mo hinh thucmg mai dien tir
khac nhau. Duai day la mot s6 mo hinh thucmg mai dien tir ph6 bien nhAt
hien nay:
1.2.2.1. Hamm mai °lien tic giva Doanh nghiep va nguai tieu dung (B2C)
Doanh nghiep sir dung cac phucmg tien dien tir de ban hang He va dich
vu tai nguiyi tieu dung; nguai tieu diing thong qua cac phucmg tien dien tir
a urn chon, mac ca, dat hang, thanh toan va nhan hang. MO hinh B2C chit
yeu la mo hinh ban le qua mang nhu www.Amazon.com, qua dO doanh
nghiep thuang thiet lap website, hinh thAnh ca se( dir lieu v" hang boa, dich
vu, lien hAnh cac quy trinh tiep thi, quang cao va phan ph6i true tiep tai
nguai tieu dung. Thucmg mai dien tir B2C dem lai lgi ich cho ca doanh
nghiep tan nguai tieu dimg: doanh nghiep tiet kiem nhiu chi phi ban hang
do khong can phong trung bAy hay thue ngu6i giai thieu ban hang, chi phi
quan 1T ding giam dung ke. Ngu6i tieu dimg se cam thAy thuan tien vi
khong phai tai tan cira hang, ng6i a bAt cu nai dau, bAt cu khi nao ding c6
kha nang lua chon va so sanh nhieu mat hang ding mot luc, ding nhu tien
hAnh viec mua hang. Hien nay, s6 lucmg giao dich theo mo hinh thucmg mai
dien tir B2C rat km, tuy nhien gia tri giao dich tit hoat dOng nay chiem tS, le
nh6 trong tong gia tri thucmg mai dien tir ngay nay (chiem khoang 5% -
10%). MO hinh thucmg mai dien tir B2C con ducfc goi duori cai ten khac dO
IA ban le true tuyen (e-tailing)
1.2.2.2. Thizong mai dien tic grew doanh nghiep yen doanh nghiep (B2B)
B2B IA loai hinh giao dich qua the phuong den dien tir girra doanh
nghiep vai doanh nghiep. Cac giao dich B2B chit y6u dirge thuc hien ten
cac he th6ng img dung Thucmg mai dien tir nhu mang gia tri gia tang VAN,
SCM, cac sari giao dich Thucmg mai dien tir B2B (emarketplaces)... Cac
doanh nghiep co the chao hang, tim kiem doanh nghiep hang, dat hang, 14
ket hop d6ng, thanh town qua cac he th6ng nay. ei mire d6 cao, cac giao dich
nay có the dien ra mot each to dOng vi du nhu www.alibaba.com . Thucmg
mai dien tir B2B dem lai 19i ich rat thuc to cho cac doanh nghiep, dac biet
30

giup cac doanh nghiep giam chi phi ve thu thap thOng tin tim hieu thi
twang, quang cao, tiep thi, dam phan, tang cuang cac ca hOi kinh doanh.
Mac dit so luyng giao dich thucmg mai dien tit B2B nh6, nhtmg tong gia tri
giao dich tir hog &Ong nay lan, chiem teen 85% tong gia tri giao dich
thuong mai dien
2.2.3. Thwang mai dien tit girth doanh nghiep voi ca quan nha nude (B2G)
Trong mo hinh nay, Ca quan nha ntrac dong vai tro nhu khach hang va
qua trinh trao d6i thong tin ding dugc tien hanh qua cac phuong tien dien
tit. Ca quan nha nuac ding co the lap cac website, tai dO clang tai nheing
th8ng tin ve nhu cAu mua hang dm co quan minh va tien hanh viec mua sAm
hang h6a, lua chon nha cung cap tren website. Vi du nhu hai quan dien tir,
thue dien tix, chimg nhan xuat )01 dien tir, dau thau dien tix, mua ban trai
phi'eu chinh phd
1.2.2.4. Thumg mai dien tic gifia nguai tieu Xing vori nguai tieu Xing
(C2C)
Day la mo hinh Thuong mai dien tir gicra cac ca nhan vai nhau. Su phat
trien cua cac phtrcmg tien dien tit, dac biet la Internet lam cho nhieu ca nhan
c6 the tham gia boat &Ong thuong mai vai to cach nguai ban hoac nguai
mua. MOt ca nhan co the to thiet lap website de kinh doanh nhang mat hang
do minh lam ra hoac sir dung mot website c6 san de dAu gia mon hang minh
co. Gia tri giao dich tir hog dOng thuong mai dien tit C2C chi chiem khoang
5% - 10% ding gia tri giao dich tir hog dOng thuong mai dien tir. Den nay,
EBay.com la mot vi du thanh ding nhat ten the gith cho mo hinh ,thuang
mai dien tit C2C.
1.3. ich va h#n the cua thircrng mai din tit'.
1.3.1. Lpi ich cur: thumg mgi difn tie
1.3.1.1. Lai ich dai vai to chitc
- Ma rOng thi tnrang: VOi chi phi dau to nho hop nhieu so vai thuong
mai truyen thong, cac cong ty CO the ma rang thi truang, tim kiern, tiep can
nguai cung cap, khach hang va d6i tac tren khap the giai. Viec ma rOng
mang luai nha cung cap, khach hang ding cho phep cac t6 chirc co the mua
voi gia thAp hop va ban ducic nhieu san phAm hop.
31

- Giam chi phi san xuAt: Giam chi phi gi'ay ta, giam chi phi chia se
thong tin, chi phi in An, gin van ban truyen th6ng.
- Cai thien N th6ng phan ph6i: Giam lucmg hang luu kho va d6 tr'e"
trong phan ph6i hang. He th6ng da hang giai thieu san phAm dugc thay the
hoac h6' trg bai cac showroom teen mang, vi du trong nganh san xuAt '6 to
(GM, Ford Motor) tiet kiem dugc hang tST USD tir giam chi phi luu kho.
- Vugt giai han ve thai gian: Viec to &Ong h6a cac giao dich thong qua
Web va Internet gulp hoat d6ng kinh doanh dugc thgc hien 24/7/365 ma
khong mat them nhieu chi phi bien ai.
- San xuat hang theo yeu cAu: COn dugc biet den duai ten goi "Chien
lugc keo", loi keo khach hang den voi doanh nghiep bang kha nang dap ling
moi nhu cAu dm khach hang. M6t vi du thanh cong dien hinh la Dell
Computer Corp.
- MO hinh kinh doanh mai: Cac mo hinh kinh doanh mai voi nhimg loi
the va gia tri mai cho khach hang. MO hinh dm Amazon.com, mua hang
theo nh6m hay dAu gia nong san qua mang den cac san giao dich B2B la
dien hinh dm nhung thanh cong nay.
- Tang t6c c16 tung san pham ra thi twang: Vai lgi the ye thong tin va
kha nang phi hop gifra cac doanh nghiep lam tang hieu qua san xuAt va
giam thai gian tung san phAm ra thi tnrang.
- Giam chi phi thong tin lien lac: email tiet kiem han fax hay giri thu
truyen th6ng.
- Giam chi phi mua sam: Thong qua giam cac chi phi quan 17 hanh
chinh (80%); giam gia mua hang (5-15%).
- Cling c6 quan he khach hang: Thong qua viec giao tiep thuan tien qua
mpg, quan he voi trung gian va khach hang dugc ding c6 de clang han.
D6ng thai viec ca biet hoa san phAm va dich vu cling gap phAn that chat
quan he voi khach hang va ding c6 long trung thanh.
- Thong tin cap nhat: Moi thong tin teen web nhu san phAm, dich vv,
gia ca... deu co the dugc cap nhat nhanh chong va kip thai.
- Chi phi clang 14 kinh doanh: M64 s6 nuoc va khu wc khuy'en khich
bang cach giam hoac khOng thu phi clang 14 kinh doanh qua mang.
32

- Cac loi ich khac: Nang cao uy tin, hinh anh doanh nghiep; cai thien
chit luting dich vu khach hang; doi tac kinh doanh mai; don gian hoa va
chuan hoa cac quy trinh giao dich; tang nang suat, giam chi phi giay ter; tang
kha nang tier) can thong tin va giam chi phi van chuyen; tang sir linh hoat
trong giao dich va hoat dOng kinh doanh.
1.3.1.2. Lqi ich ddi vori nguai ti'eu dung
- Vugt gioi han ve khong gian va thoi gian: Thuang mai dien tir cho
phdp khach hang mua sam m9i nai, m9i bac dii v6i cac dm hang tren khap
the gi6i.
- Nhieu hra chgn ve san pham va dich Thuang mai dien tir cho phep
nguai mua c6 nhieu lua ch9n han vi tie!) can dugc nhieu nha cung cap han.
- Gia thap han: Do thong tin thuan tien, de dang va phong phu han nen
khach hang c6 the so sanh gia ca gicra cac nha cung cap thuan tien han va tir
do tim dugc miry gia phu hop nhat.
- Giao hang nhanh han vai cac hang h6a s6 h6a dugc: Dii vai cac san
pham s6 hoa dugc nhu phim, nhac, sach, phan mem.... viec giao hang dugc
thvc hien de dang thong qua Internet.
- Thong tin phong phil, thuan tien va chat luting cao han: Khach hang
co the de clang tim dugc thong tin nhanh chong va de clang thong qua cac
ding tim kiem (search engines); ding thai cac thong tin da phucmg tien
(am thanh, hinh anh) gin') quang ba, thieu san pham tit han.
- Dau gia: MO hinh dau gia trip tuyen ra dai cho phdp m9i nguai deu
co the tham gia mua va ban tren cac san dau gia va ding thoi c6 the tim, suu
tam nhfing man hang minh quan tam tai m9i nai ten the giai.
- ging ding thuang mai dien Med tnxong kinh doanh TMDT cho
phep moi nguai tham gia ca the phii h9p, chia se thong tin va kinh nghiem
hieu qua va nhanh chong.
- "Dap ung m9i nhu cau": Kha nang to dOng h6a cho phdp chap /than
cac dan hang khac nhau tir mgi khach hang.
- Thud: Trong giai down dau cua TMDT, nhieu nuac khuyen khich bang
cach mien thud dii voi cac giao dich tren mang.
33

1.3.1.3. Lai ich dai vol xa hOi
- Hoat ding truc tuyen: Thucmg mai dien tir tao ra moi truing de lam
viec, mua sam, giao dich... tir xa nen giam viec di lai, o nhiem, tai flan giao
thong.
- Nang cao mirc sing: Co nhieu hang h6a, nhieu nha cung cap se tao ap
luc giam gia, do do tang kha nang mua sarn cua khach hang, nang cao miry
song.
- Loi ich cho cac nuorc ngheo: Nhang nuac ngheo co the tiep can vai
cac san pham, dich vu tir cac nuac phat trien horn thing qua Internet va
TMDT. Ding thOj cung co the hoc tap dugc kinh nghiem, ky nang. Dao tao
qua mang ding nhanh chong ginpcdc nuac nay tier) thu cong ngh'e moi
- Dich vu cong dugc cung cap thuan tien hcm: Cac dich vu ding cing
nhu y te, gido duc, cac dich vu ding cua chinh dugc thuc hien qua
mang vii chi phi thap horn, thuan tien ham Cac loai giay phep dugc cap qua
mang, dich vu tu van y te.... la cac vi du thanh ding dien hinh.
1.3.2. Hon chi cua thwang moi dien tie
CO hai loai han the cua Thuang mai dien tir, mgt nhom mang tinh ky
tin*, mot Whom mang tinh thuong
HAN CHE CiJA THU'ONG MAI DItN T1
Han the ve kyr thuat Han the ve thirang mai
1. Chua co tieu chuan qu6c te ve
chAt lugng, an toan va de tin
cay
1. An ninh va rieng tu la hai can
to, ve tam 13', d6i vii nguo.i tham
gia TMDT
2. T6c de duang truyen Internet
van chua dap img dugc yeu cAu
ciia nguoi dimg, nhAt la trong
Thucmg mai dien tir
2. Thiel.' long tin va TMDT va
nguiYi ban hang trong TMDT do
lchong dugc gap true tiep
3. Cac cong cu xay dung phAn
mem van trong giai doan dang
phat trien
3. Nhieu van de ve luat, chinh
sach, thue chua dugc lam ro3
34

4. Kho khan khi ket hop cac phan.
memTMDTvoicacphanmem
Ung dung va cac co so dit lieu
truyen th6ng
4. MOt s6 chinh sach chua thuc su
Ill
hii trg tao dieu kien de TMDT
phat trien
5. Can c6 cac may chit thuong mai
dien tit dac biet (cong suat, an
town) doi hoi them chi phi dau to
5. Cac phucmg phap danh gia hieu
qua dm TMDT con chua day dU,
hoan thien
I 6. Chi phi truy cap Internet van
con cao
6. Chuyen dtii thoi quen tieu &mg
tir thuc den ao can thai gian
7. Thuc hien cac don dal hang
trong thuong mai dien tit B2C
doi h6i he th6ng kho hang to
&Ong Ion

I 7. Su tin cay. d6i vai moi trikmg
kinh doanh khong giay tar, khong
tiep Vic truc tiep, giao dich dien
tit can thOi gian
8. S6 luting nguai tham gia chua
du 16m de dat loi the ve quy mo
(hoa von va co lai)
9. S6 luting gian lan ngay cang
tang do dac thit dm TMDT
10. Thu but von dau to mao hiem
kho khan horn sau su sup d6
hang boat dm cac cong •ty
dot.com
1.4. Anh huirng ciia thuong mai din tir
1.4.1. Tdc dO'ng din hogt &Ong Marketing
Thuong mai dien tir la viec img dung cac phucmg tien dien tit va mang
vien thong de tien hanh cac hoat dOng thuang mai, ma a day chi' yeu chinh
la viec tien hanh hoat dOng thuong mai thong qua website. Chinh vi vay ma
hoat dOng marketing trong thuong mai dien tir co nhieu thay d6i so voi hoat
dOng Marketing truyen th6ng. Trong hoat dOng thuang mai truyen thiing
chit yeu trien khai chitin lugc marketing "day" thi trong hoat dOng thuong
mai dien tir chit yeti la trien khai hog dung marketing "keo". Hang h6a trong
35

thucmg mai dien tir c6 tinh ca biet h6a cao do thong qua website doanh
nghiep c6 the giao tiep truc tiep von met 1u9ng khach hang lOn a ding met
thai diem, nhu vay doanh nghiep se biet duqc thi hieu cua nguai tieu dung
ding nhu nhcmg thay d6i ve thi hieu nguai tieu dung de tir do tao ra nhirng
san phim chit lucing tot nhit dap img cao nhit nhu cAu nguai tieu dung.
Dieu nay deng nghia von viec vong don san phim se rut ngin 10. Ngoai ra
thuang mai dien tir con gitip cac doanh nghiep giam chi phi phan ph6i, chi
phi ban hang do loai bat ducfc cac thanh phin trung gian tham gia vao hoat
Ong marketing. Dac biet la dei von hang hoa se hoa thi viec mua ban, trao
dei va thanh toan diL ra ding met luc cho du nguai mua va ban a cac qu6c
gia khac nhau teen the gioi.
1.4.2. Thay dozi mo hinh kinh doanh
MOt mat, cac me hinh kinh doanh truyen thong bi ap hrc cua Thucmg
mai dien tir phai thay dei, mat khac cac me hinh kinh doanh thucmg mai
dien tir hoan toan mai dugc hinh thanh. Vi du nhu:
- Dell ducfc biet den la met trong se cac nha san xuit may tinh thanh
ding nhit tren the gioi. Nam 1996, Dell bit &Au ban may tinh qua mang.
Dell la ding ty &Au tien xay dung met he thong san xuat theo yeu cAu cua
khach hang (BTO). Von me hinh kinh doanh mai, Dell da dem lai cho khach
hang nhieu su ch9n hra von nhimg san phim tot nhit, va san phim mang
tinh Ca biet cao. Nha viec img dung internet vao trong hoat Ong kinh doanh
ma gia day cong ty da ban hang truc tiep tOi khach hang cuei ding ma
Ichong phai sir dung ton cac nha phan phei trung gian.
- Amazon.com: la met trong cac doanh nghiep thuang mai dien tir B2C
dAu tien tren the gion. Ngay tir ngay d'au thanh lap cong ty da xay (twig cho
minh met mo hinh kinh doanh do la ban hang hoan toan truc tuyen tren
mang. Thay vi xay dking cac gian hang ngoai dai dux thi cong ty xay dImg
cac gian hang ao teen trang web dm cong ty la amazon.com , non ma nguai
tieu dung c6 the vao tim kiern thong tin san phim, Ten hanh viec mua hang
va thanh Wan tai website cua cong ty. Amazon.com ducfc danh gia la
website ban le lan nhit teen the giai hien nay va co earn anh huong lan tai
hAu het cac cira hang ban le.
36

- Cisco: la dog ty san xuat cac thiet bi ket nOi, router va switch hang
dau tren the gioi. Nam 1994, ding ty da trien khai viec ban hang true tuyen.
Cong ty cling xay dung met mo hinh kinh doanh gan giOng Dell do la san
xuat theo yeu cau cua khach hang bang each trien khai met he dthng he trg
trkrc tuyen co ten la "Cisco Connection Online" - CCO. Dich vu he trg tr%rc
tuyen nay dugc rat nhieu khach hang va d6i tac cua cling ty quan tam. Hien
nay khoang 85% dich vu khach hang tArc tuyen va dugc trien khai qua he
thong nay.
1.4.3. Teic aging din hogt aging san xuat
Thucmg mai dien tir da lam thay dOi hoat deng san xuat tir san xuat
hang boat thanh san xuat dung lirc va theo nhu cau. Trong thucmg mai dien
tir, he thOng san xuat dugc tich hgp v6i he thong tai chinh, hoat Ong
marketing, va cac he thOng chirc nang khac trong va ngoai to chirc. Gi& day
nh& ling dung thucmg mai dien tir ma doanh nghiep co the huang dan khach
hang dat hang theo nhu eau cua tong Ca nhan chi trong vai giay bang cach
sir dung phan mem ERP ten nen web. Thai gian cho ra dOi san pham da
dugc rut ngan khoang 50% nh& ling dung thucmg mai dien tir. Vi du nhu:
- Li&Fung la met doanh nghiep thucmg mai dien tir chir yeu theo mo
hinh B2B chuyen san xuat quail ao, hang det may, de thir ding, de choi, do
the thao va cac san pham cho gia dinh. Thanh cong cua Li&Fung ngay horn
nay c6 dugc la nh& doanh nghiep da biet ling dung thucmg mai dien tix vao
trong chuei cling img nham tao ra dugc nhieu gia tri gia tang trong moi
tnrong san xuat khong bien giOi. Cong ty da trien khai mang Extranet town eau
cho hoat deng san xuat vao nam 1995. Viec trien khai mang Extranet d'a giup
cho doanh nghiep mua va van chuyen nguyen phi,' lieu dimg buc, Iciem tra trtrc
tuyen qua trinh san xuat thong qua hinh anh s6 hea ghi dugc tir nha may. Ngoai
ra vao nam 1997, ding ty da xay dung dugc met mang extranet nham ket nOi
cling ty v6i cac doi tac va khach hang. Mang extranet cira ding ty cho phdp
phat trien san pham trtxc tuyen ding nhu theo doi don hang trkrc tuyen, xoa bo
cac ding viec giAy t6.
- Ford la ding ty san xuat '6 to lan thir hai tren the gi6i, hoat Ong tren
40 qu6c gia vai 114 nha may san xuat va km 350.000 nhan vien. Cong ty da
37

lien hanh thay dfii hoat Ong kinh doanh bang each img dung ding ngh'e cao
va Internet vao trong hoat Ong san xuat ding nhu phan ph6i san pham va
dich vu tai khach hang mot each nhanh nhat, tot nhat va hieu qua t6i da.
Nha viec sir dung website de lien lac va giao tiep voi cac nha cung cap va
nha phan phOi ma ding ty da tiet kiem duce khoang 25% chi phi mua sam.
Ford ding cho phep khach hang thiet ke ra cac kieu xe tren web va tir do san
xuat dua ten nhimg thiet ke nay.
1.4.4. Tdc citing din hogt citing tai chink, ki loan
Thucmg mai dien tir la viec img dung ding nghe thong tin vao trong
mgi hoat dOng thucmg mai, chinh vi le do ma hoat dOng tai chinh va ke toan
trong linh vuc nay có nhimg dac trung rieng. Khac biet lan nhat Oita hoat
Ong tai chinh, ke toan trong linh yip thuang mai dien tir so vai tniyen
tilting chu yeu la nam a he th6ng thanh toan dien dr. Gia day he thOng thanh
toan truyen th6ng la khong con hieu qua voi hoat dOng thucmg mai dien tir,
thay vao do la viec trien khai cac giai phap thanh toan trgc tuyen. Giai phap
thanh toan trgc tuyen da giup cho khach hang va doanh nghiep tiet kiem
dugc rat nhieu chi phi va thai gian &Ong thai day nhanh t6c dO giao dich
trong hoat Ong tai chinh, ke toan. Hien nay, trong linh vuc thuang mai dien
tir da xuat hien nhieu thuat ngcr mai nhu vi dien tir, tien dien Trong
linh vgc ngan hang da hinh thanh va phat tritn nhieu hoat dOng mai nhu:
ngan hang trgc tuyen, thanh toan the tinh dung trgc tuyen, thanh toan bang
the thong minh, ngan hang di Ong....
1.4.5. Tdc citing din hogt citing ngogi thuang
Thucmg mai dien tir co mot dac diem do la thi tnxang toan eau, phi bien
giai cho nen hoat Ong ngoai thucmg trong giai down nay co nhimg diem
khac biet so veri hoat dOng ngoai thuang truac day. Nha viec img dung
thucmg mai dien tir ma viec tien hanh cac hoat dOng ngoai thucmg ngay cang
tra len a dang han, dac biet la dOi ved hoat Ong xuat nhap khau hang hem
s6 hog nhu sach dien tir, ban nhac, phim, anh... hay dich vu nhu dich vu tai
chinh, dich vu van Ngoai ra thucmg mai dien tir da giup cac doanh
nghiep giam dugc nhieu chi phi va thoi gian bao g•Sm chi phi di lai, chi phi
giao dich, chi phi cho trung gian. Hien nay thuang mai dien tir dugc xem la
mOt ding cu htru hieu cho viec tien hanh cac hoat Ong xuat nhap Ichau cua
38

Nganh am nhac: sawn xuat va xuat ban
Phan ph6i
Trkrc
tuyen
Phat sang
Radio
Biau
thin
trvc
beta
Phvang
truyan thong
Kham pha
Khan gia
• •••0 • W. •••••••
Bieu then
Ban la
cac doanh nghiep vira va nhO. Trien khai thuang mai dien tir, hay viec tirng
dpng web va Internet vao trong hoat Ong kinh doanh da gifip cac doanh
nghiep co the tiep can nhanh chOng toi cac thi truong tren toan cau voi chi
phi thap ma khong phai qua bat cir trung gian nao.
Hoa ICSr la qu6c gia dau tien lien hanh cac hoat Ong thuang mai dien
ttr va da thu duor nhieu lgi ich to lon trong viec thfic day hoat Ong ngoai
thucmg. Hien nay, hoat dOng thong mai dien tir dm my chiem khoang 4/5
tong s6 giao dich thuang mai dien tir tren town cau. Nam 2007 tong kim
nghach xuat nhap lch'au dm my chiem khoang 1/9 tong kim nghach xuat
nhap khau cua town the gieri. Qua day thay rang thuang mai dien to co tac
dOng to 16n tOi hoat dOng ngoai thuang cua nuac nay.
1.4.6. Mc dg'ng din Thuong mgi din adin cac nganh ngh'J
1.4.6.1. Tac dOng ceta Thwang mgi dien to din nganh am nhac, giai tri
Hinh 1.4. MO hinh Nginh am Mug va giii tri trip tuyen
Trong eau trim cua nganh am nhac truyan
thong, tong ngha dtrot phat trian tit, ben
trong nganh tong nghiep in sang bang,
hoac tir nh&ng nha phan ph6i hoac cac b0
phan marketing. Tirng 130 phan c6 chirc
nang rieng, luting thOng tin va nOi dung
hang h6a Ong dvac chuyan tai theo mOt
Wong duy nhat (dr ngha s9 tbi ngutri tieu
dung). Do dd, cac Vng dung, Ong ngha va
cac m6 hinh kinh doanh dau mang tinh
tTnh. Han n&a, kh6ng cho phep hoan d6i
vai tr6 cua nghe s9 va ngtrtri tieu dung -
nh(rng ngutri 6. 2 dau cua chu trinh, va ca
nghe s9 ding nhtr ngutri tieu dUng dau
kheng can thiep gl ye ca mat Ong ngha va
thvang mai trong chu trinh trim. Sr anh
hurting cua tong ngh0 mai chi xay ra tai
nhCrng khu vvc rieng biat. Cong nghe P2P
chi dtrcec sir dung 6' ngoai chu trinh ten.
Ng dung P2P ten nen tang Internet va
mang may tlnh: Kazaa, Ovemet, Winmx
Ngudn: UNCTAD, 2005, Information Economy Report
Trong mo hinh ten, cau frac va quy trinh cua nganh am nhac hau nhu
van gift nhu truyen th6ng, hau het hoat Ong phan ph6i duqc thpc hien
39

thong qua ban le, va marketing cita cac cong &mg nguai nghe nhac thong
qua cac kenh truyen thong. Str lien b6 re, rang nhat la viec phan ph6i ban le
img dung thucmg mai dien tir vai cac dia nhac nen dtroc rao ban qua mang
nhung ducfc giao hang bang phucmg phap truyen th6ng (qua dich vv buu
dien hoac chuyen phat nhanh). Cac nha ban le trvc tuyen ding cung cap
them cac dich vu hO tro tim kiem va cung cap thong tin ve cac nghe sy
thong qua web hoac email cho cac khach hang.
Tuy nhien, ding von sir phat trien manh me cita cong nghe thong tin,
Internet da tac dOng manh me ham teri nganh am nhac. Vai Internet, c6 2 loci
may tinh, do la may chit va may khach. May chit (cac nha phan ph6i, cung
cap san pham am nhac) de hru frit du lieu va thong tin, may khach (nguai
tieu dung) danh cho nguai sir citing a tim kiem va tra ciru thong tin. Tuy
nhien hien nay, ranh giai nay da m6 di: Thu nhat la cong nghe du6mg truyen
bang thong Ong, luon trong trang thai ket n6i. Veri dia chi IP co dinh, may
tinh d6 CO the tra thanh may chit trong nhung twang hop nhat dinh. Thin hai
la cong nghe chia se du lieu ngang hang ding co kha nang chuyen mot may
tinh ca nhan thong thuang nhat thanh mot may chit. Tinh tv do va tinh ma
nay da lam nen cu6c cach mang thong tin trong th6ri gian qua. MO hinh eau
trim cita nganh am nhac thay d6i.
Thay d6i thir nhat, da la huong duy nhat tir san xuat to:5i viec phan ph6i
da thay d6i, nghe sy, nguai tieu dung va cac b6 phan trong nganh am nhac
da hoa trong mot mpg von str ho tro cita cong nghe Internet.
may d6i thir hai, da la cac chuc nang cita hoat dOng san xuat, phan
ph6i va marketing da "tra thanh" cac img dung, mang tinh trung lap han va
it bi phv thu6c han vao str khong chic chin cua m6i quan he tucmg tac qua
lai gift cac nghe si va cac doanh nghiep kinh doanh link Ty am nhac. Cong
nghe tra thanh ngu6n ltrc chung cho tat ca nhung ai tham gia vao nganh va
cong nghe P2P cung dugc dp ding tren pham vi quec te, viec san xuat cac
san pham An theo cita cac fan cong tang len.
1.4.6.2. Tac deing cua Thuang mgi dien tit din nganh gicio duc
Vai str phat trien cita ding nghe dien tir va dac biet la str ra dal va phat
then cita Internet, nganh giao dvc da cung cap nhung hinh thirc dao tao mai:
ngoai dao tao Ulm tiep tren giang du6mg hay dao tao tir xa truyen thOng con
40

co hinh thirc dao tao dien tir (e-learning). Dao tao dien tir co the la dao tao
true tuyen (online education) hoac h6n hop (blended learning).
Dao tao dien tir la viec sir dung cac phuang tien dien tir (nhu dai, tivi,
CD/DVD, may tinh hay email, web) de dux hien cac hinh thirc dao tao. Dao
tao truc tuyen la mot phan ciia dao tao dien tir, tong do chu yen sir dung
Internet de cung cap cac kh6a hoc tut tuyen trong do cho phep trao d6i
gala giao vien va nguai h9c qua mang. Dao tao hon hgp la su ket hqp cua
cac hinh thirc tren, tuy tren thuc to chu yeu la su ket hop gifra dao tao truc
tuyen va hu•6mg dan truc tiep.
Hinh 1.5. Mo hinh ciao tao tric tuyen
Ngujn: UNCTAD, 2005, Information Economy Report
Dao tao true tuyen da phat trien manh. Nguyen nhan, do chinh la cong
nghe Internet tao ra nhang &Ong luc cho viec dai to va phat tri'en hinh thirc
dao tao nay:
- Nang cao nang luc cung cap dich vu dao tao: Internet cho phep tiep
can duqc voi nhieu dtd Wang h9c horn or nhimg vimg dia 1Sr xa hon, kho co
dien kien sir dung dich vx.1 dao tao truyen th6ng.
- Nang cao chat lugng h9c: HQC true tuyen cho phep tang cuing kha
nang ca biet h6a vai timg nguii h9c, mem deo han va tang su hp ch9n cho
nguoi hoc, tir dO nang cao chat lugng h9c.
41

- Tang cuOng kha nang tiep can: Dao tao dien to c6 the cung cap cac
giai phap hau hieu dei red nhilng van de ve tiep can gido vien.
- Hieu qua ve chi phi: Dao tao dien tir co kha nang lam tang nang hrc
cung cap dich vv va tang kha nang tiep can cua sinh vien, do d6 co kha nang
tiet kiem chi phi (cung cap dich vv cho nhieu nguiyi h9c hcm vOi chi phi thap
han) thong qua viec giam chi phi dei vai timg h9c vien, tir d6 nang cao vi
the tai chinh cua t6 chirc dao tao. Tuy nhien, tinh kinh to quy mo cua dao tao
true tuytn tren thvc to con chua the hien ro vi dau tu ban dau vao ca sO ha
tang kha cao, va bulk khOi dau can nhieu th&i gian.
- Tang ctr•mg kha nang nam gift cac kgr nang va co so ha tang ye cong
nghe thong tin, tir do day math viec tiep can den nen kinh to tri thuc.
- Chien lugc marketing va canh tranh: Vi dao tao trvc tuyen chinh dau
tu cho tucmg lai, nen cac t6 chin cung cap dich vv dao tao phai dau tu vao ha
tang cho dao tao trvc tuyen de co the canh tranh va eon tai dugc trong dai han.
- Hien nay, rat nhieu trueng dai hoc tren the gioi, ca 6 nhung nuac phat
trien va nhftng nu& dang phat trien da cung cap dich vv dao tao trvc tuyen:
University of Monterrey (Mexico); Mauritius University; National University
(Lesotho); Indira Gandhi Open University (An Do); UK Open University;
LEAD (Anh); UN University (UNCTAD TrainForTrade); Finnish Virtual
University; UK eUniversity; Malaysia University of Science and Technology;
Massachusetts Institute of Technology (Mt);...
Doanh se dao tao trvc tuyen teen the gieri nam 2002 la 6.6 tST USD (5,6
tS, tir nu& my) va nam 2006 la 23.7 tSr USD) va se con tang cao.
1.4.6.3. Teic cl(mg cua Thttang mgi (lien tit din Chinh phzi dien tit
Chinh phu cua haft het cac quec gia hien nay, yeti su phat trien manh
me cua thucmg mai dien dr, cung dang c6 nhang buck di tich cvc de lien tai
xay dung mOt Chinh phu dien tir, trong do cac dich vg &Ong cua Chinh phir
va cac giao dich v&i Chinh phir dugc th%rc hien qua mpg, thuang mai hoac
phi thucmg mai. Cac dich vv phi thuang mai thuOng bao g6m: thong tin
ding cong (xuat ban cac ket qua nghien ciru khoa h9c, thong tin y to trvc
tuyen, dao tao cong trvc tuyen), thuan 19i h6a viec thanh toan (nOp to khai
thus dien tit, nOp phat,) hoac cac dich vu khac. Cac dich vv thuang mai cira
chinh phir bao g6m: nhttng hoat dOng xac nhan danh tinh (hi) chieu, chimg
42

Ngtroi bao hiemKhich hang
Trung gian
Tai bao ham
minh thu,...), bang cAp (bang lai xe, clang IcS7 O to xe may), ding nhu clang
14/ thu thud dien tir. TAt ca cac giao dich ten deu c6 the sir dung voi su ho
trg cua phuang tien dien tir, dac biet la Internet.
Thucmg mai dien tir ding c6 tac dOng manh den quy trinh mua sarn cua
Chinh phu. V6i su khac biet to net trong mua sam to (kinh doanh thucmg
mai) va mua sam cong, quy trinh mua sam cong can phai dam bao tat ca
nhi-mg nha cung cAp ti'em nang deu phai dugc thong bao ve cuOc dau thAu,
va khong co nha cung cap nao c6 the co lgi the thong tin hcm nguiyi khac.
Ngoai ra, yeu t6 minh bach, trong do cac quy dinh mad than phai ro rang va
de hieu de de chAm thAu, va viec guy& dinh trong thAu cong phai theo
nhUng trinh to da dugc thiet lap, th6ng nhdt va ro rang tren gidy tar. Chinh
phu dien tir ding phai dam bao thuc hien dugc nhimg tieu chudn teen cho
viec mua sam.
Hien nay, chin lugc mua sam dien tir dap ling cac yeu cAu tren dang
dugc cac qu6c gia nghien ciru va nhieu nuerc d'A dua vao ap
1.4.6.4. Tac clang caa Thworg mai clien to clin nganh Bao hi'dm
Clung vOi su ra dad dm Internet, nganh bao hiem ding ca hinh thirc
kinh doanh Bao hiem dien tir va cAu truc cua nganh bao hiem cling thay
Khi chua CO Internet, cAu trim nganh bao hiem hAu nhu theo chieu ngang,
trong do, cac khach hang - nguari dugc bao hiem (ca than hoac cong ty)
chuS/en rui ro sang cho nguati bao hiem hoac tai bao hiem. Viec chuyen rui
ro co the thuc hien trIrc tiep hoac thong qua trung gian la cac dai 1S, hay mai
gioi bao hiem.
Hinh 1.6. Mo hinh kinh doanh bio ham khi chua co Internet
Ngudn: UNCTAD, 2002, Information Economy Report
43

Khi thi tnrang va nganh bao hiem hoat dOng dva ten nen Internet, mo
hinh ten da thay d6i. Duang chuyen dui ro va thong tin dr nguai mua bao
hiem sang nguai bao hiem/tai bao hiem da khong can. Nguai mua bao hiem
co the c6 nhieu cach de co dugc thong tin ve cac dich vu bao hiem va chinh
sach bao hiem. Nha bao hiem va tai bao hiem ding nhu dai 15, va trung gian
bao hiem ding ma rOng thi truang horn thong qua viec hien dien tren
internet. MOt diem mai, do la viec sir dying cac tieu chuan trong nganh bao
hiem (ACORD), tao thuan lgi hon trong giao dich va them thuan bao hiem.
WA diem mai ncra la sv xuat hien dm phan mem tuong tac (middleware),
cho phep chia se ngutm thong tin va dit lieu giita cac nha bao hiem von nen
kinh to Internet.
1.5. Ca vat chat, ky thuftt va phap is de phat trien TMDT
Theo nghien ciru dm CommerceNet (commerce.net), 10 can troy lon
nhat cua TMDT tai my not rieng va cac nuac tren the giai not chung theo
thin tier la:
1.De mat an toan
2. Thieu tin tuang va rui ro
3. Thieu nhan luc ve TMDT
4. Khac biet van hoa
5. Thieu ha tang ye chit 14 s6 hoe (hoat dOng cua cac to chirc chimg
thuc con hen che)
6. Nh'Sn thirc cua cac t6 chirc ve TMDT con chua cao
7. Gian 1Sri trong TMDT (the tin dung...)
8. Cac sin giao dich B2B chua thvc sv than thien vai nguai dung
9. Cac rao can thuang mai qu6c to truyen th6ng
10.Thieu cac tieu chuan qu6c t6 ve TMDT
V'Sy de hen the nhang rao can not tren nham phat trien thuong mai dien
tir hon nita thi can phai quan tam tai nhitng van de clued day:
1.5.1. My dyng ccsd phdp ly va chinh sach (If mb)
De TMDT phat trien, truac het can c6 mot he thtmg phap lust va chinh
sach vfmg yang, tao mOi truang thuan 19i cho cac giao dich TMDT. Dieu
44

nay se khuyen khich cac doanh nghiep, co quan va t6 chirc tham gia vao
TMDT; tao long tin va bao ve nguai tieu dung.
TMDT v6i dac trung c6 ha tang cong nghe phat trien rat nhanh, do dO
xay dung ca sa phap 1ST cho TMDT khong nhang phai dat dugc mac tieu tao
thuan 19i cho cac hoat dOng TMDT, ma con phai mang tinh ma de tao dieu
kien img dung nhttng cong nghe mai cho TMDT ngay tang phat trien hon.
Xay dung co so phap 1ST va chinh sach cho TMDT phai giai guy& dugc
nhOng van de chinh sau:
(i) Thira nhan gia tri phap 1ST cho tat ca nhimg giao dich dugc that hien
thong qua cac phuong tien dien tit. Dieu nay dam bao cho cac doanh nghiep
tham gia TMDT, trong khuon kh6 cho phep, tinh Nip phap khi thuc hien
nhimg hoat dOng thucmg mai dien
(ii) Hai hoa h6a gift cac quy dinh co lien quan cua phap luat lien quan
den TMDT: Ngoai viec thira nhan gia tri phap 151 cho cac giao dich TMDT,
cac van de lien quan nhu: gia tri nhu van ban, van de ban g6c, van de chit IcST
va con dau, van de gia tri lam chimg ma trong cac luat chung hoc
luat chuyen nganh yeu cau dai vai cac giao dich truyen thong, phai dugc
quy dinh cu the d6i vai giao dich TMDT.
(iii) Co chinh sach de tao ra moi twang canh tranh nhat de phat trien
nhang nen tang cho TMDT nhu• chinh sach dau tu va phat trien d6i voi thi
to:mg ICT, chinh sach uu tien phat trien va ung dung cong nghe ICT vao
trong hoat dOng cua cac t6 chirc, doanh nghiep va ca nhan,...
(iv)Co chinh sach bao ve quyen sac hiru tri tue va bao ve nguai tieu dimg
Hien nay, viec xay dtmg co sa phap 15, cho Thucmg,mai dien dang rat
dugc quan tam tren Ca pham vi quoc te va pham vi quoc gia:
a. Cac td auk Quoc ti
- UNCITRAL - Uy ban dm LHQ ve Luat Thuang mai Qu6c te: di au
trong viec dua ra Luat mAu va Thum-1g mai dien tit vao nam 1996.
- OECD - T6 chirc Hop tac va Phat trien Kinh te: di dau v6' cac nghien
cfru, dieu tra mot s6 rinh vac cua Thuong mai dien tir nhu thue, bao ve nguai
tieu dung va rieng to ca nhan, tac Ong cita ICT den tang truang kinh ta.
- WIPO - T6 chirc Bao ve SO huu tri tue: di du ve cac linh vac ban
quyen, nhan hieu thuong mai va cac van de lien quan den ten mien.
45

- ICANN - giai quyet cac tranh chip ve ten mien qu6c ve.
- WTO - giai quyet cac van de lien quan den rao can thucmg mai dien
tir qu6c tt.
- Phong Thucmg mai qu6c to ICC: ra ban phu tnrcmg cira UCP (eUCP)
quy dinh cac van de lien quan den viec xuat trinh chfmg tir dien tir;
Incoterms 2000, 2010 dieu chinh tap quan Thucmg mai Qu6c to co tinh den
cac giao dich Thucmg mai dien
b. Cac nu& Tren thi gieri va Khu vrfc:
- EU: Nam 2000 dua ra hu6ng clan chung ve thucmg mai dien tir
"Directive on electronic commerce".
- My: Luat giao dich dien tir th6ng nhat UETA (Uniform Electronic
Transactions Act).
- Canada: Luat giao dich dien
- Australia: Luat giao dich dien tir cac bang.
- Singapore: Luat giao dich dien tir, nam 1998.
c. Viet Nam
- Ve chinh sach: Viet Nam ding da s&m nhan ra nhimg lgi ich ve
thucmg mai dien tir dem lai cho nen kinh te, the hien sir quan tam dinh
huang cua chinh phu trong chinh sach phat trien kinh to tir nhiing nam 2005
frac lai day nhu sau:
+ Chinh sach quan trong nhat, lien quan tryc tiep tai boat dOng thucmg
mai dien tir la "Ks hoach tong the phat trien thucmg mai dien tir giai doan
2006-2010", tier, den la giai doan 2011-2015.
+ Chinh sach lien quan den phat trien ha tang chung ye cong nghe
thong tin nhu "Chien lugc phat trien ding nghe thong tin va truyen thong
Viet Nam giai doan 2011-2020"( g9i tat la "Chien lugc eat earth").
+ Chinh sach ho trg doanh nghiep frng dung ding nghe thong tin nhu
"De an HO trg doanh nghiep img dung cong nghe th6ng tin plitic hOi
nhap va phat trien giai dop 2005-2010".
+ Ke hoach tong the phat trien Chinh phir dien tir den nam 2010, 2015.
+ Ke hoach tong the frng dung va phat trien cong nghe thong tin nghanh
thucmg mai an nam 2010.
46

+ De an thanh toan khong dimg tien mat giai don 2006-2010 va dinh
huong d6n nAm 2020 tai Viet Nam.
- Ve luAt phap: Trong thin gian qua, cac ca quan nha nuOc da tich cuc
xiy dtmg, hoan chinh va b6 sung cac quy dinh phap luAt lien quan tai
thuong mai dien tir. Nha nuov da ban hanh rat nhieu luAt chi tit cling nghi
dinh va thong tu huang dan.
+ Thong 12/2005 Viet Nam da ban hanh LuAt giao dich dien tir (co hieu
Itrc tir 1/3/2006)
+ Nghi dinh s6 57/2006/ND-CP ve Thucmg mai dien tir.
+ Nghi dinh s6 26/2007/ND-CP qui dinh chi tier thi hanh LuAt giao
dich dien tir ve Chit' ky s6 va Dich vu chimg thtrc chit lqr s6.
+ Nghi dinh s6 27/2007/ND-CP ve Giao dich dien tit trong hoat dOng
tai chinh.
+ Nghi dinh s6 35/2007/ND-CP ve Giao dich dien tir trong hoat dOng
ngan hang.
+ Thong tu s6 09/2008/TT-BCT huang an nghi dinh thucmg mai dien tit
ve cung cap th6ng tin va giao ke't hop d6ng teen website thucmg mai dien dr.
Ngoai ra thi Viet Nam dang dtr thao thong tu huang an ve giao dich
dien tir trong linh vtrc chimg lchoan. Ben canh nhitng luAt, nghi dinh dieu
chinh chi tiel cac hoat dOng trong linh vtrc thuong mai dien tit, thi thucmg mai
dien tit tai nu& to con chiu sir dieu chinh cua cac nguon luAt chung nhu BO
luAt Dan str, LuAt Thucmg mai, LuAt Hai quan, LuAt Cong nghe thong tin.
1.5.2. Phdt &len h9 tang cong nghe thOng tin va truybs thong
TMDT la nhimg giao dich thucmg mai dugc thtrc hien chit y.eu thong
qua may tinh va mang Internet. Do do, de TMDT co the phat trien dugc, yeu
cau ve ha tang cong nghe th6ng tin va truyen th6ng la khong the thieu.
Cac y6u t6 trong ha tang CNTT va truyen thong bao g6m:
- Nganh ding nghiep thiet bi ICT (may tinh, thiet bi mang,...). Day la
cac y6u t6 thuOc ve "phan cung" trong au tu cho TMDT.
- Nganh cong nghiep phan mem.
- Nganh van thong (cac he thAng dich vu van thong c6 dinh, di dOng,...).
- Internet va cac dich vu gia tang dva ten nen Internet.
47

- Bao met, an toan va an ninh mang.
- Xay dung ha tang CNTT va truyen thong de TMDT phat trier' phai
dat dugc nhung mac tieu sau:
- Cho phdp ngueri dan va cac to chic, doanh nghiep co the sir ding cac
thiet bi CNTT va truyen thong nhu may tinh va cac thiet bi xi 1Sr.
- Cho pile') ngtrai dan va cac to chic, doanh nghiep tiep can va sir dung
dich vu vien thong co ban va Internet von gia re. Ngoai ra, mgi doanh
nghiep, cong ding va cong dan deu dugc ket not va tiep can ton co sa ha
tang bang ring.
- Thiet lap dugc cac he thing mang vien thong c6 dinh va khong day
manh.
Nang cao nang lac duemg tuyen von he thing bang th8ng ring, cho
phep cac t6 chic va doanh nghiep co the. sir dung cac dich Nrki chit lugng cao
vao cac img dung TMDT dia minh yen chi phi chip nhan dugc. Ngoai viec
dau to mori cho cac thiet bi, viec nang cap cac he thing thiet bi hien theri la
dieu khong the thieu, vi cac img dung TMDT ngay cang phirc tap, dung
lugng dir lieu can truyen tai ngay cang lan hon, do do, yeu cau ve met thiet
bi va cong ngh'e ding cao hon.
1.5.3. Xtsly dung lig tang kiln that - chink Rich ve dao tgo nhan hfc
TMDT lien quan den viec img dung cong nghe th8ng tin vao cac giao
dich thuong mai. Do do, de co the trien lchai dugc boat ding thuong mai
dien tir thi doi heti nguin than lvc cho boat ding nay can phai hieu ro nhung
kiln thirc co ban ve thuong mai dien tir. Dieu nay ding ngifia yen viec phai
co chinh sach ve tuyen truyen va dao tao nguin nhan lvc cho TMDT, phi
bien kiln thirc chung cho mgi ngued dan ve viec sir dung ding nhu yen hanh
cac phan mem TMDT. Thucmg mai dien tir lai la mot finh vac can rat mai
nhung lai phat trien nhanh chong do vey dao tao nhan lac nham phat trier'
thuong mai dien to hon nua la rat can thiet. Ngoai ra, trong hoat Ong thuong
mai dien tir thi truing la town cau, va chi co duy nhat mot gia cho mot loai sari
pham a tat ca cac thi truing lchac nhau, do Vey ma con nguoi la than to guy&
dinh tao su khac biet gala cac doanh nghiep. Chinh vi Vey ma dao tao nguin
lvc thuong mai dien tit la mot yeti to tii quan trgng d6i vai sir thanh cong cua
timg doanh nghiep not rieng ding nhu ton su phat trien ciia boat Ong thuong
mai not chung.
48

1.5.4. Xay dying he titling bdo mgt trong thwo'ng mgi clien ter
Trong b6i canh lugng thong tin va giao dich trao d6i qua mang tang
nhanh, van de an toan, an ninh mang not Chung va cho diming mai dien tir
not rieng dang ngay cang dugc cac t6 chirc, doanh nghiep quan tam.
Viec xay dung he th6ng bao mat trong TMDT phai dat dugc nhimg
muc tieu co ban:
- Chtmg 10 cac cuOc tan ding voi muc dich lay cap th8ng tin: Thong tin
trong cac giao dich TMDT rat nhay cam va can phai dugc bao ve. Co rat
nhieu dang tan cong nham lay not dung thong tin: tan ding tren duang
truyen dit lieu, ngan chan cac thong bao gala may chic va may khach, hoac
truy cap vao may chi/may khach a d, dugc not dung ciia cac thong bao.
Du dang nao, cac he th6ng cling can phai co nhimg bien phap thich hop de
phan irng va ngan chan cac cuOc tan cong tren.
- Bao dam tinh bi mat dm th8ng tin: chi nhitng nguai c6 quyen mai
dugc phep xem va sira ai not dung thong tin. Tren thuc te, nhieu thong tin
nhay cam co the bi xam pham bat hop phap va dieu nay c6 the gay ra nhimg
hau qua rat lan neu khong dugc ngan chan. Vi du, cac th6a thuan hop d6ng
gitra cong ty A va cong ty B la hoan toan rieng to va chi nhiing nguiyi c6
tranh nhiem lien quan a hai cong ty dugc biet. Truang hop met nguiii cua
cong ty d6i thu canh tranh vori cac deg ty ten bik dugc va mutm gay hai,
ho c6 the doc va sir dung th6ng tin nay trong va co the gay thiet hai ion cho
ca hai cong ty A va B. Nhfing tn.rang hop tuang to can dugc loai bo trong
mot he th6ng TMDT.
- Bao dam tinh tinh toan yen ciia thong tin: Thong tin di tir ngutin tai
dich khong bi sira doi. Tren thuc te, nhieu thong tin nhay cam bi d61 thu
chan lai tren duOmg di, tim cach sira d6i nOi dung r6i tiep tuc gun dEn dia chi
dich ma nguai nhan hoan toan khong biet ve viec sira d6i nay. Do vay, he
th6ng TMDT can c6 nhang giai phap kiem sok thong tin, nha.m phat hien ra
su mao danh ding nhu su khong toan yen ciia thong tin.
- Bao dam tinh sgn sang cilia di khi nguai sir dung can den thong
tin, Chung phai co va a tang thai co the khai thac dugc. Tren thuc te, tin tac
c6 the dimg nhieu hinh thirc de lam giam tinh s'An sang dm he th6ng, hoac
nghiem tong hon, lam te liet he th6ng cach thirc dan gian nhat la tao ra
49

mOt so lucmg lem cac goi tin yeu eau dugc xir 151 trong cong mOt theri gian,
lam cho he thOng kh6ng c6 kha nang dap ling.
De dat dugc nhitng mix tieu tren, mot to chirc hay ca nhan deu phai
nghien ciru dau tu, xay dung mOt chien lugc an toan mang cho chinh minh.
Buoy &Au tien cho chi& lugc nay, do chinh la xac dinh nhang "tai san" hay
nhUng thong tin gi can phai bao mat. Sau do, xac dinh quyen truy cap nhimg
thong tin do thuc ve nhung ai trong cong ty hay t6 chirc cua minh, va cu6i
cling, tim kiem nhimg nguon luc va giai phap de bao ve nhung thong tin Ay.
Nhimg nguifin luc Ay c6 the la: tu xay dung hoac mua cac phAn mem bao mat,
phan cling, cac thiet bi bao ye...
1.5.5. Xay dung he thong thanh loan dien to
MOt trong nhirng khau ca ban trong quy trinh thuc hien thucmg mai
dien tir la khau thanh toan. Su phat trien cua hoat dOng thanh toan trong
thuang mai dien tir da giup cho hoat dOng thuang mai tra len de dang va IA
mOt chu trinh hoan chinh. Thanh toan dien tir co sir dung den cac phucmg
den dien tir ket not mang vign thong cho nen thanh toan trong thucmg mai
dien tir cling co nhitng dac thu rieng, trong do hoat dOng thanh toan dien tir
khong nhat thiet phai gan lien voi mOt ngan hang hay to chirc tai chinh
truyen thtmg ma c6 the thOng qua mOt to chirc trung gian cung cap dich vu
thanh toan qua mang. Thanh toan dien tir phat trien giup day nhanh hoat
dOng ngoai thucmg gicra cac qu6c gia voi nhau, khong chi trong hoat &ling
xuat nhap khau giita cac doanh nghiep voi nhau ma con thilc day hoat dOng
mua ban gitra cac ca nhan voi ca nhan.
1.5.6. Xay difng chiin lure va ma' hinh kinh doanh
Moi hoat dOng trong deri song kinh to muOn phat then deu phai CO chi&
lucre cu the cho tong busk di. Vay mu6n phat trien thucmg mai dien tir thi
truck het doanh nghiep thuang mai dien tir can phai xay dung cho minh mOt
chien lugc cu the. De xay dung mOt chien lugc thuang mat dien tir thanh
cong truerc het phai )(Sy dkrng mOt chien lugc cho phat trien cong nghe thong
tin, ma a day chinh la xay dung ca sa ha tang cong ngh'e thOng tin, dao tao
ngu6n luc cho nghanh cong nghe thong tin nham ho trg cho hoat dOng
thucmg mai dien tir.
Phan lorn cac giao dich thuang mai dien tit chit yeu la thuc hien qua
50

Internet thong qua cac website. Do vay de phat trien thuang mai dien tir,
truck hat cac doanh nghiep can phai co chitin lugc xay di,rng va quang ba
website. Ngoai ra cac doanh nghiep thucmg mai dien tit ding can phai xac
dinh dugc m8 hinh kinh doanh cua doanh nghiep de kinh doanh hieu qua
sao cho phiz hop vOi kha nang va nguan luc cua doanh nghiep. Vi du nhu
xac dinh xem doanh nghiep se huong m8 hinh hog dOng dau gia C2C
(eBay.com) hay huang toi mO hinh hog dOng ban hang tr%rc tuyen B2C
(Amazon.com), B2B (Dell.com)....
1.5.7. My dy.ng nguan nhan 4rc cho thwong moi CO hi.
So voi nhiau hoat dOng kinh to thi thuang mai dien tix con rat non tre.
Thuang mai dien to mai chi hinh thanh trong khoang 20 nam tr6y lai day.
Chinh vi le do ma xay dung va phat trien nguan nhan luc cho thuang mai
dien to la rat can thiat. Nguan nhan luc cho linh vuc thucmg mai dien tir doi
hOi kh6ng chi nam yang kin thirc ve kinh to ma con can phai nam vimg
kin thirc ve cong nghe thong tin.
Tom lai hoat dOng thuang mai dien tir tren the gioi da dat dugc nhitng
thanh tuu not bat trong nhiau linh vuc. Tuy nhien, thuang mai dien tir tai
Viet Nam den nay van trong giai clop dau phat trien. Cac doanh nghiep
Viet Nam da trien khai dugc mot so ung dung thucmg mai dien tix nhu trong
mua ban hang h6a dich vu, cung cap dich vu cong cho du ket qua dat dugc
con khiem tan.
Cau hei on tap
1. Thucmg mai dien tir la gi? Cho Nat cac loai hinh chinh cua thucmg
mai dien tir.
2. Thugng mai dien tir khac gi so vai kinh doanh dien tir?
3. Neu dae diem cua cac giai doan phat trien cua thucmg mai dien
4. Neu nhtmg dac diem chinh cua thucmg mai dien tir trong giai doan
hien nay tai Viet Nam?
5.Thucmg mai dien tir co de dOng nhu the nao tbi doanh nghiep va xa hOi.
6. Neu nhang loi ich cua thucmg mai dien tir dai vai doanh nghiep,
nguoi tieu dung va xa hOi.
7. Neu nhitng mat con han the cua thuang mai dien
51

8. Neu qui trinh mua ban hang tren amazon.com, qui trinh dau gid teen
eBay.com.
9. Neu thirc trang thuang mai dien tit tren the giai va tai Viet Nam
hien nay.
10.Cho biet 3 cong ty ban le true tuyen hang dau tren the Odd hien nay.
Neu nhang thanh cong va each thirc ma 3 cong ty ban le nay da lien hanh de
dat dugc ket qud do.
Thu;at ngfr
I: Infrastructure - Cu sa ha tang Cong nghe thong tin va truyen thong.
M: Message - Cdc van de lien quan den Thong diep du lieu.
B: Basic Rules - Cdc quy tac co ban dieu chinh chung ve TMDT.
S: Sectorial Rules/Specific Rules - Cdc quy tac rieng, dieu chinh tong
firth virrc chuyen sau cua TMDT.
A: Applications - DUVC 111611 la cac img dung TMDT, hay cac mo hinh
kinh doanh thuong mai dien tir can dugc dieu chinh.
Internet: ld mdng may tinh dirge ket not vbi nhau ten khap town cau.
MO hinh ngtriri ban (Sell-side): mot nguoi ban nhieu nguad mua -
nguad ban se ban hang thong qua cac catalog dien tir, hay lien hanh ban
thong qua hinh thirc dau gid tang.
MO hinh nguiri mua (Buy-side): mot ng-uad mua nhieu ngued ban -
thong qua hinh thirc dau than dien tir, mua hang ten cac san giao dich dien tir.
San giao dich di?n tfi. (Electronic Exchange): nhieu nguari ban nhieu
nguari mua - san giao dich do.
MO hinh thuro°ng mai dien tir cong tic (Collaborative Commerce):
niang trang web thucmg mai dien tir B2B kieu nay chit yeti tap trung vao
hoat dOng tuong tac gift ngtrad ban va mua hon la viec lien hanh cac hoat
demg mua va ban.
Chinh pha din tir (e-gorvement: G2C, G2B, G2G,...): mo hinh
thucmg mai dien tir trong do chinh phu se sir dung cac phucmg tien dien tir
(chit yeu la may tinh va mang internet) de lien lac voi doanh nghiep, nguaci
clan va cac to chirc cua chinh phu, cung nhu cung cap cac dich vu cong cho
cac thanh phan nOi teen.
52

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