Ebook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiCHNG 1.TNG QUAN MN HC QUN TR LOGISTICS KINH DOANH 1.1 Logistics trong nn kinh t hin i1.1.1 Khi nim v s pht trin calogisticskinh doanh Logistics l mt thut ng c ngun gc Hilp - logistikos - phn nh mn khoa hc nghin cu tnh quy lut ca cc hot ng cung ng v m bo cc yu t t chc, vtcht v k thut (do vy, mt s t in nh ngha l hu cn) cho qu trnh chnh yu c tin hnh ng mc tiu. Cng vic logistics hon ton khng phi l lnh vc mi m. T tha xa xa, sau ma thu hoch ngi ta bit cch ct gi lng thc dng cho nhng lc gip ht. T la t Trung Quc tm c ng n vi khp ni trn th gii. Nhng do giao thng vn ti v cc h thng bo qun cha pht trin, nn cc hot ng giao thng cn hn ch. Thm ch, ngy nay mt vi ni trn th gii vn cn nhng cng ng sng theo kiu t cung t cp, m khng c trao i hng ho vi bn ngoi. L do chnh l thiu mt h thng hu cnpht trin hpl v hiu qu(lack ofwell-developed and inexpensive logistics system). Theo t in Oxford th logistics trc tin l Khoa hc casdi chuyn, cungngvduytr cclclngquni ccchintrng.Napoleon tng nh ngha: Hu cn l hot ng duy tr lc lng qun i, nhng cng chnh do hot ng hu cn s si dn n s tht bi ca v tng ti ba ny trn ng ti Moscow v cng ht mc ng dy cung ng ca mnh. Cho n nay, khi nim logistics m rng sang lnh vc kinh t, mau chng pht trin v mang li thnh cng cho nhiu cng ty v tp on a quc gia ni ting trn th giiLogistics hin i (modern business logistics) l mt mn khoa hc tng i tr so vi nhng ngnh chc nng truyn thng nh marketing, ti chnh, hay sn xut. Cun schutinv logistics rai nm1961, bngtingAnh, vi ta Physical distribution management, t n nay c nhiu nh ngha khc nhau c a ra khi qut v lnh vc ny, mi khi nim th hin mt gc tip cn v ni dung khc nhau.Trc nhng nm 1950 cng vic logistics ch n thun l mt hot ng chc nng n l. Trong khi cc lnh vc marketing v qun tr sn xut c nhng chuyn bin rt ln lao th vn cha hnh thnh mt quan im khoa hc v qun tr logistics mt cch hiu qu. S pht trin nhanh chng ca khoa hc cng ngh v qun l cui th k 20 a logistics ln mt tm cao mi, c th gi l giai on phc hng ca logistics (logistical renaissance). C 4 nhn t chnh dn n s bin i ny:- Thng mi ho thit b vi x l: trong thi k ny, cc thit b in t bc vo giai on thng mi ha rng ri.Gi cc sn phm tr nn rt r v ph hp vi iu kin u t ca cc doanh nghip, k c cc doanh nghip va v nh. Chnh nhng thit b ny l c s vt cht h tr rt nhiu cho nghip v logistics (trao i thng tin, qun l 1www.ebookvcu.tk 19501960 197019801990 2000 Global Global logistics logisticsEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maihng tn kho, tnh ton cc chi ph). Ti cc nc pht trin, b phn logistics l ni s dng ngun vt cht my vi tnh ln nht trong cng ty.- Cuc cch mng vin thng: Cng vi yu t trn, nhng tin b ca ngnh vin thng ni chung v cng ngh thng tin ni ring c nh hng trc tip n hiu qu hot ng ny. T nhng nm 80s, ngi ta s dng cng ngh m vch (bar code) ci tin hot ng logistics. Trao i thng tin in t (EDI-electronic data interchange) cng bt u c s dng gia khch hng v nhng nh cung ng truyn t v tip nhn d liu gia cc c s kinh doanh trong v ngoi cng ty. Ngoi ra cn phi k n v tinh, my fax, my photo, v cc dng c ghi bng, ghi hnh khc. Nh nhng phng tin ny m ngi ta c c nhng thng tin cp nht trong qu trnh thc thi logistics. C nhiu doanh nghip s dng ni mng my tnh v d liu kp thi v chnh xc.- ng dng rng ri nhng sng kin ci tin v cht lng: quan im qun tr cht lng ng b (TQM) l ng c quan trng nht trong vic thc y hot ng logistics. Thi k sau i chin th II, cc doanh nghip ngy cng phi quan tm n cht lng hng ho v tnh hiu qu ca cc quy trnh sn xut. Quan im khng sai hng - zero defects v lm ng ngay t ln u tin - doing things right the first time trong TQM c p dng rng ri trong lnh vc logistics. Cc doanh nghip nhn ra rng sn phm tt m n mun so vi yu cu hoc b h hi u khng th chp nhn c. Vic thc thi km cng vic logistics s lm tn hi n sng kin ci tin cht lng.- S pht trin ca quan im ng minh chin lc (Alliances): Sang thp k 80s, cc doanh nghip bt u nhn thy rng phi coi cc khch hng v cc nh cung ng nh l ng minh chin lc, nhng n v cng tc kinh doanh. Chnh s hp tc, lin kt gia cc bn l c s hot ng logistics t c hiu qu ngy cng cao, gim s chng cho, hao ph khng cn thit, tp trung vo vic kinh doanh, thc y thng li chung.Nhng tin b trong khoa hc k thut, l thuyt qun l v cng ngh thng tin k trn thc y logistics ln mnh theo thi gian v c quy m v tm nh hng, to nn mt ln sng tduy i mi v tt c cc kha cnh ca hot ng ny ti cc doanh nghip t nhng nm 1960 cho n nay. Theo Jacques Colin - Gio s v khoa hc qun l thuc trng i hc Aix Marseillea th s pht trin ca logistics bt u t tc nghip - khoa hc chi tit - n lin kt - khoa hc tng hp, iu ny c khng nh trong lnh vc qun s cng nh trong cc doanh nghip. C th chia qu trnh pht trin ca logistics kinh doanh trn th gii thnh 5 giai on: workplace logistics (logistics ti ch), facility logistics (logistics c s sn xut), corporate logistics (logistics cng ty), supply chain logistics (logistics chui cung ng), global logistics (logistics ton cu). Xem hnh 1.1Logistics ti ch l dng vn ng ca nguyn vt liu ti mt v tr lm vic. Mc ch ca workplace logistics l hp l ho cc hot ng c lp ca mt c nhnhay ca mt dychuynsnxut hoclprp.Lthuyt vccnguyntchot ngca workplace logistics c a ra cho nhng nhn cng lm vic trong lnh vc cng nghip 2www.ebookvcu.tk 19501960 197019801990 2000 Global Global logistics logisticsEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maitrong v sau chin tranh th gii th II. im ni bt ca workplace logistics l tnh t chc lao ng c khoa hc.Logistics c s sn xut l dng vn ng ca nguyn liu gia cc xng lm vic trong ni b mt c s sn xut. C s sn xut c th l 1 nh my, 1 trm lm vic trung chuyn, 1 nh kho, hoc 1 trung tm phn phi. Mt facility logistics c ni n tng t nh l mt khu gii quyt cc vn m bo ng v nguyn vt liu phc v cho sn xut i tr v dy chuyn lp rp my mc (do my mc khng ng nht gia nhng nm 1950 v 1960).Hnh 1.1:Lch s pht trin logistics kinh doanht 1950 n nay.Logistics cng ty* l dng vn ng ca nguyn vt liu v thng tin gia cc c s sn xut v cc qu trnh sn xut trong mt cng ty. Vi cng ty sn xut th hot ng logistics din ra gia cc nh my v cc kho cha hng, vi mt i l bn bun th l gia cc i l phn phi ca n, cn vi mt i l bn l th l gia i l phn phi v cc ca hng bn l ca mnh. Logistics cng ty ra i v chnh thc c p dng trong kinh doanh vo nhng nm 1970. Giai on ny, hot ng logistics gn lin vi thut ng phn phi mang tnh vt cht. Logistics kinh doanh tr thnh qu trnh m mc tiu chung l to ra v duy tr mt chnh sch dch v khch hng tt vi tng chi ph logisticsthp.Logistics chui cung ng Pht trin vo nhng nm 1980, quan im ny nhn nhn logistics l dng vn ng ca nguyn vt liu, thng tin v ti chnh gia cc cng ty (cc xng sn xut, cc c s trong cng ty) trong mt chui thng nht. l mt mng li cc c s h tng (nh my, kho hng, cu cng, ca hng), cc phng tin (xe ti, tu ho, my bay, tu bin) cng vi h thng thng tin c kt ni vi nhau gia cc nh cung ng ca mt cng ty v cc khch hng ca cng ty . Cc hot ng logistics (dch v khch hng, qun tr d tr, vn chuyn v bo qun hng ho) c lin kt vi nhau thc hin cc mc tiu trong chui cung ng (Hnh 1.2). im nhn trong chui 3www.ebookvcu.tk 19501960 197019801990 2000Worplac Worplacee logisticslogistics FacilityFacility logistic logisticss Corporat Corporatee logisticslogistics Supply Supplychainchain logisticslogistics Global Global logistics logisticsPhm vi v nh hngEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maicung ng l tnh tng tc v s kt ni gia cc ch th trong chui thng qua 3 dng lin kt: - Dng thng tin: dng giao v nhn ca cc n t hng, theo di qu trnh dch chuyn ca hng ho v chng t gia ngi gi v ngi nhn- Dng sn phm: con ng dch chuyn ca hng ho v dch v t nh cung cp ti khch hng, m bo ng v s lng v cht lng-Dng ti chnh: ch dng tin bc v chng t thanh ton gia cc khch hng v nh cung cp, th hin hiu qu kinh doanh. Hnh 1.2:V tr ca dch v Logistics trong chui cung ngTng t nh trong th thao, y cc hot ng logistics c hiu nh l cc tr chi trong u trng chui cung ng. Hy ly chui cung ng trong ngnh my tnh lm v d: l1chui gmcHP, Microsoft, Intel, UPS, FEDEX, Sun, Ingram-Micro, Compaq, CompUSA v nhiu cng ty khc. Khng c ai trong s c th hoc nn kim sot ton b chui cung ng ca ngnh cng nghip my tnh.Xt theo quan im ny logistics c hiu l "Qu trnh tiu ho v v tr, vn chuyn v d tr cc ngunti nguyn t im u tin ca dy chuyn cung ng cho n tay ngi tiu dng cui cng, thng qua hng lot cc hot ng kinh t . Trong chui cung ng, logistics bao trm c hai cp hoch nh v t chc. Cp th nht i hi phi gii quyt vn ti u ho v tr ca cc ngun ti nguyn. Cp th hai lin quan n vic ti u ho cc dng vn ng trong h thng. Trong thc t, h thng logistics cc quc gia v cc khu vc c nhiu im khc nhau nhng u c im chung l s kt hp kho lo, khoa hc v chuyn nghip chui cc hot ng nh marketing, sn xut, ti chnh, vn ti, thu mua, d tr, phn phi t c mc tiu phc v khch hng ti a vi chi ph ti thiu. Trong iu kin Vit Nam hin nay y l khi nim thch hp c th s dng.Logistics ton cul dng vn ng ca nguyn vt liu, thng tin v tin t gia cc quc gia. N lin kt cc nh cung ng ca cc nh cung ng vi khch hng ca khch hng trn ton th gii. Cc dng vn ng ca logistics ton cu tng mt cch ng k trong sut nhng nm qua. l do qu trnh ton cu ho trong nn kinh t tri 4www.ebookvcu.tkSn xutBn bunKhch hngDng thng tinDng sn phmBn lDng tin tdch v logisticsEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maithc, vic m rng cc khi thng mi v vic mua bn qua mng. Logistics ton cu phc tp hn nhiu so vi logistics trong nc bi s a dng phc tp hn trong lut chi, i th cnh tranh, ngn ng, tin t, mi gi, vn ho, v nhng ro cn khc trong kinh doanh quc t. Logistics th h sau, c rt nhiu l thuyt khc nhau v giai on tip theo sau ca logistics. Nhiu nh kinh t cho rng: logisticshp tc (collaborative logistics) s l giai on tip theo ca lch s pht trin logistics. l dng logistics c xy dng da trn 2 kha cnh -- khng ngng ti u ho thi gian thc hin vi vic lin kt gia tt c cc thnh phn tham gia trong chui cung ng. Mt s ngi khcli cho rng: giai on tip theo l logistics thng mi in t (e- logistics) hay logistics i tc th 4 (fourth-party logistics). l hnh thc m mi hot ng logistics s c thc hin bi nh cc cung ng logistics th 3, ngi ny s b kim sot bi mt ng ch hay cn gi l nh cung ng th 4, c quyn nh l mt tng gim st.Hin nay cc l thuyt v qun l v h thng thng tin vn khng ngng c ci tin nn trong tng lai logistics s vn gi mt vai tr quan trng trong s thnh cng hay tht bi ca hu ht cc cng ty v logistics s vn tip tc m rng quy m v nh hng ca mnh ti hot ng kinh doanh. Trong thc t, logistics ang l mt ngnh c tc tng trng ln trong c cu cc ngnh kinh t ca cc quc gia, c bit l cc quc gia angphttrin.Nhngkhuynh hngcbntcngnsgiatng mnhmca logistics hin nay bao gm:- S gia tng quyn lc hp php ca ngi tiu dng. Khch hng ngy nay tr nn thng minh v mnh m hn nh vo lng thng tin m h tip thu qua mng internet v nhiu knh truyn thng khc nhau. Vic nh gi cc nh cung cp c m rng qua nhiu yu t trung gian nh catalog, mng internet, v phng tin khc. Khch hng c nhiu c hi so snh, la chn chnh xc v gi, cht lng, dch vgia nhiu nh cung cp khc nhau. H c xu hng la chn nhng nh cung cp c dch v hon ho hn, thc y cc doanh nghip phi ch n cht lng dch v cung ng ca mnh.- Khuynh hng nhn khu thay i. S gia tng cc gia nh i v c thn lm cho nhu cu thi gian tng ln. H mun cc nhu cu ca mnh phi c p ng nhanh chng v thun tin hn theo k hoch nh sn. 24 gi trong ngy v 7 ngy trong tun h yu cu cc sn phm phi p ng vi thi gian nhanh nht. Nhn thc ca ngi cao tui cng thay i, theo h ngi bn phi ch i ch khng phi l ngi mua. Khch hng ngy nay khng trung thnh nh trc v khng kin nhn chp nhn cht lng km mi lnh vc. Cc l do trn i hi cc nh cung cp phi gia tng ng k cc mc dch v cho khch hng. Nu cc nh bn l m ca 24 gi trong ngy p ng iu ny th cng i hi cc nh cung cp bn bun, cc nh sn xut c lin quan phi hot ng vi cng sut phc v cao hn. Tc ng ny khi ng c chui cung ng v hot ng logistics ca cc thnh vin tng trng theo.- S thay i sc mnh trong chui cung cp. Trc y cc nh sn xut ng vai tr quyt nh trong knh phn phi, h thit k, sn xut, xc tin v phn phi cc sn phm v thng hiu ca mnh qua cc trung gian bn bun, bn l. Vo nhng nm 1980-5www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai1990, trong mt s chui cung ng xut hin khuynh hng lin kt gia cc nh bn l v hnhthnhcctchcbnlkhnglcscmnhlntrongknhnhWal-mark, Kmark, Home depotcnng lc tim tng trong phn phi. Chnh xu hng ny lm thay i sc mnh trong knh, sc mnh lin kt kinh t ca cc nh bn l trong knh phn phi thc y cc nh bn l ln s dng chin lc cnh tranh gi thp. iu ny ch c th t c da trn mt h thng cung ng vi cc hot ng logistics hiu qu c chi ph thp. y l nhn t thc y ngnh logistics tng trng v pht trin p ng i hi ca cc doanh nghip bn l v cc thnh vin khc trong chui cung cp.- S pht trin ca thng mi in t (E-commerce) ph v cc gii hn v khng gian v thi gian trc y trong kinh doanh, thay th nhiu knh phn phi truyn thng (Traditional commerce), ng thi to ra nhng knh phn phi mi vi yu cu cao v tc cung ng, chnh xc, kh nng p ng khch hng ti mi ni, mi lc lm thay i bn cht ca hot ng logistics. Logistics ngy nay thc s tr thnh mt yu t tin quyt cho vic to ra cc gi tr gia tng cho khch hng v doanh nghip. Vic qun l tt cc yu t c bn ca logistics lun l l do chnh cho nn tng v thnh cng vng chc ca cc cng ty trong thi i @.1.1.2 Phn loi cc hot ng logistics Th k 21, logistics pht trin m rng sang nhiu lnh vc v phm vi khc nhau. Di y l mt s cch phn loi thng gp:a.Theo phm vi v mc quan trng:- Logisticskinh doanh (Bussiness logistics) lmt phn ca qu trnh chui cung ng, nhm hoch nh thc thi v kim sot mt cch hiu qu v hiu lc cc dng vn ng v d tr sn phm, dch v v thng tin c lin quan t cc im khi u n im tiu dng nhm tho mn nhng yu cu ca khch hng- Logistics qun i (Military Logistics) l vic thit k v phi hp cc phng din h tr v cc thit b cho cc chin dch v trn nh ca lc lng qun i. m bo s sn sng, chnh xc v hiu qu cho cc hot ng ny.- Logistics s kin (Event logistics) l tp hp cc hot ng, cc phng tin vt cht k thut v con ngi cn thit t chc, sp xp lch trnh, nhm trin khai cc ngun lc cho mt s kin c din ra hiu qu v kt thc tt p- Dch v logistics (Service logistics) bao gm cc hot ng thu nhn, lp chng trnh, v qun tr cc iu kin c s vt cht/ ti sn, con ngi, v vt liu nhm h tr v duy tr cho cc qu trnh dch v hoc cc hot ng kinh doanh doanh .b.Theo v tr ca cc bn tham gia- Logistics bn th nht (1PL- First Party Logistics): l hot ng logistics do ngi ch s hu sn phm/ hng ho t mnh t chc v thc hin p ng nhu cu ca bn thn doanh nghip.6www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai- Logistics bn th hai (2PL - Second Party Logistics): ch hot ng logistics do ngi cung cp dch v logistics cho mt hot ng n l trong chui cung ng p ng nhu cu ca ch hng.- Logistics bn th ba (3PL - Third Party Logistics): l ngi thay mt ch hng t chc thc hin v qun l cc dch v logistics cho tng b phn chc nng.c.Theo qu trnh nghip v (logistical operations) chia thnh 3 nhm c bn- Hot ng mua ( Procurement) l cc hot ng lin quan n n vic to ra cc sn phm v nguynvt liu t cc nh cung cp bn ngoi. Mc tiu chung ca mua l h tr cc nh sn xut hoc thng mi thc hin tt cc hot ng mua hng vi chi ph thp- Hot ng h tr sn xut ( Manufacturing support) tp trung vo hot ng qun tr dng d tr mt cch hiu qu gia cc bc trong qu trnh sn xut. H tr sn xut khng tr li cu hi phi l sn xut nh th no m lci g, khi no v u sn phm s c to ra - Hot ng phn phi ra th trng (Market distribution) lin quan n vic cung cp cc dch v khch hng.Mc tiu c bn ca phn phi l h tr to ra doanh thu qua vic cung cp mc dch v khch hng mong i c tnh chin lc mc chi ph thp nht.d.Theo hng vn ng vt cht - Logistic u vo ( Inbound logistics) Ton b cc hot ng h tr dng nguyn liu u vo t ngun cung cp trc tip cho ti cc t chc. - Logistic u ra ( Outbound logistics) Ton b cc hot ng h tr dng sn phm u ra cho ti tay khch hng ti cc t chc - Logistic ngc ( Logistics reverse) Bao gm cc dng sn phm, hng ha h hng,kmcht lng,dngchu chuynngccabaobi ngcchiu trongknh logistics.e.Theo i tng hng haCc hot ng logisticsc th gn lin vi c trng vt cht ca cc loi sn phm. Do cc sn phm c tnh cht, c im khc nhau i hi cc hot ng logistics khng ging nhau. iu ny cho php cc ngnh hng khc nhau c th xy dng cc chng trnh, cc hot ng u t, hin i ha hot ng logistics theo c trng ring ca loi sn phm ty vo mc chuyn mn ha, hnh thnh nn cc hot ng logistics c th vi cc i tng hng ha khc nhau nh:- Logistic hng tiu dng ngn ngy- Logistic ngnh t- Logistic ngnh ha cht- Logistic hng it7www.ebookvcu.tk Logistic Logistics s vn chuyn d tr x l h kho biMarket Marketinging sn phm gi c phn phi giao tip dch v khch hng nh gi ng gi a im bn l mua vt liu a im sxEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai- Logistic ngnh du kh- v.v.1.1.3 V tr v vai trca logistics Ngnh logistics c v tr ngy cng quan trng trong cc nn kinh t hin i v c nh hng to ln n s pht trin kinh t ca cc quc gia v ton cu. Phn gi tr gia tng do ngnh logistics to ra ngy cng ln v tc ng ca n th hin r di nhng kha cnh di y:- Logistics l cng c lin kt cc hot ng kinh t trong mt quc gia v ton cu qua vic cung cp nguyn liu, sn xut, lu thng phn phi, m rng th trng. Trong cc nn kinh t hin i, s tng trng v s lng ca khch hng thc y s gia tng ca cc th trng hng ha v dch v trong nc v quc t. Hng nghn sn phm v dch v mi c gii thiu, ang c bn ra v phn phi hng ngy n cc ng ngch ca th gii trong thp k va qua. gii quyt cc thch thc do th trng m rng v s tng nhanh ca hng ha v dch v, cc hng kinh doanh phi m rng quy m v tnh phc tp, pht trin cc nh my lin hp thay th cho nhng nh my n. H thng logistics hin i gip cc hng lm ch c ton b nng lc cung ng ca mnh qua vic lin kt cc hot ng cung cp, sn xut, lu thng, phn phi kp thi chnh xc. Nh m p ng c nhng c hi kinh doanh trong phm vi ton cu. Chnh v vy, s phn phi sn phm t cc ngun ban u n cc ni tiu th tr thnh mt b phn v cng quan trng trong GDP mi quc gia. Ti M logistics ng gp xp x 9,9% trong GDP. Nm 1999 M chi khong 554 t USD cho vn ti hng ha ng thy, hn 332 t USD cho chi ph kho d tr v, hn 40 t USD cho qun l truyn thng v qun l cc qu trnh logistics, tng cng l 921 t USD. u t vo cc c s vn ti v phn phi, khng tnh cc ngun cng cng, c lng hng trm t USD, cho thy logistics l mt ngnh kinh doanh tim nng v v cng quan trng.- Ti u ha chu trnh lu chuyn ca sn xut, kinh doanh t khu u vo n khi sn phm n tay ngi tiu dng cui cng. Logistics h tr s di chuyn v dng chy ca nhiu hot ng qun l hiu qu, n to thun li trong vic bn hu ht cc loi hng ha v dch v. hiu hn v hnh nh h thng ny, c th thy rng nu hng ha khng n ng thi im, khng n ng cc v tr v vi cc iu kin m khch hng cn th khch hng khng th mua chng, v vic khng bn c hng ha s lm mi hot ng kinh t trong chui cung cp b v hiu.- Tit kim v gim chi phi ph trong lu thng phn phi. Vi t cch l cc tchckinhdoanhcungcpccdchvlogisticschuynnghip, ccdoanhnghip logistics mang li y cc li ch ca cc third party cho cc ngnh sn xut v kinh doanh khc. T m mang li hiu qu cao khng ch cht lng dch v cung cp m cn tit kim ti a v thi gian v tin bc cho cc qu trnh lu thng phn phi trong nn kinh t.- M rng th trng trong bun bn quc t, gp phn gim chi ph, hon thin v tiu chun ha chng t trong kinh doanh c bit trong bun bn v vn 8www.ebookvcu.tk Logistic Logistics s vn chuyn d tr x l h kho biMarket Marketinging sn phm gi c phn phi giao tip dch v khch hng nh gi ng gi a im bn l mua vt liu a im sxEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maiti quc t.Trong thi i ton cu ha, thng mi quc t l s la chn tt yu cho mi quc gia trong tin trnh pht trin t nc. Cc giao dch quc t ch thc hin c v mang li hiu qu cho quc gia khi da trn mt h thng logistics r tin v cht lng cao. H thng ny gip cho mi dng hng ha c lu chuyn thun li, sun s t quc gia ny n quc gia khc nh vic cung ng kp thi, phn phi chnh xc, chng t tiu chun, thng tin r rng L mt b phn trong GDP, logistics nh hng ng k n t l lm pht, t l li xut, nng sut, chi ph, cht lng v hiu qu, cng nh cc kha cnh khc ca nn kinh t. Mt nghin cu ch ra rng bnh qun mt t chc ca M c th m rng nng sut logistics 20% hoc hn trong 1 nm. Mt cch ch ra vai tr ca logistics l so snh ph tn ca n vi cc hot ng x hi khc. Ti M chi ph kinh doanh logstics ln gp 10 ln qung co, gp i so vi chi ph bo v quc gia v ngang bng vi chi ph chm sc sc khe con ngi hng nm.Xt tm vi m, trc y cc cng ty thng coi logistics nh mt b phn hp thnh cc chc nng marketing v sn xut. Marketing coi logistics l vic phn phi vt l hng ha. C s cho quan nim ny l hot ng d tr thnh phm hoc cung cp cc yu t u vo do logistics m nhim cng l nhim v ca bin s phn phi (Place) trong marketing - mix v c gi l phn phi vn ng vt l. Hiu n gin l kh nng a 1 sn phm n ng thi im, ng s lng, ng khch hng. Phn phi vtl v thc hin n t hng c th coi l s thay i ch cht trong vic bn sn phm, do cng l c s quan trng trong thc hin bn hng. Sn xut coi logistics l vic la chn a im xy dng nh my, chn ngun cung ng tt v phn phi hng ha thun tinBi l cc hot ng ny nh hng v lin quan cht ch n thi gian iu hnh sn xut, k hach sn xut, kh nng cung cp nguyn vt liu, tnh thi v ca sn xut, chi ph snxut, thm ch ngay cvn bao bng gi sn phm trong sn xut cng nghip hin i.Do chc nng logistics khng c phn nh rch ri nn c nhng nh hng tiu cc n cht lng dch v khch hng v tng chi ph logistics bi s sao nhng v thiu trch nhim vi hot ng ny. Quan im kinh doanh hin i ngy nay coi logistics l mt chc nng c lp, ng thi c mi quan h tng h vi hai chc nng c bn ca doanh nghip l sn xut v marketing, phn giao din gia chng c nhng hot ng chung(Hnh 1.3)9www.ebookvcu.tk Nghip v muaNghip v mua hng hng Nghip v kho Nghip v kho Bao b/ng gi Bao b/ng gi B B c d & cht xpc d & cht xp h h2 2 Qun l thng tin Qun l thng tin Dch v KH Dch v KH X l n tX l n t hng hng Cung ng hng ho Cung ng hng ho Qun tr d tr Qun tr d tr Qun tr vnQun tr vn chuyn chuynNgun lc vt chtNgun nhn sNgun ti chnhNgun thng tinSn xut Sn xutcht lnglch sn xutthit bcng Logistic Logistics s vn chuyn d tr x l h kho biMarket Marketinging sn phm gi c phn phi giao tip dch v khch hng nh gi ng gi a im bn l mua vt liu a im sxEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiHnh 1.3:Quan h gia chc nng logistics vi chc nng sn xutHn th na, trong giai on hin nay, ti cc quc gia pht trin, qun tr logistics cn c ghi nhn nh mt thnh t quan trng trong vic to ra li nhun v li th cnh tranh cho cc t chc. Vai tr ca n th hin rt r nt ti cc doanh nghip vn hnh theo c ch th trng.- Logistics nng cao hiu qu qun l, gim thiu chi ph sn trong qu trnh sn xut,tngcngsccnh tranhcho doanh nghip.Quan immarketing cho rng, kinh doanh tn ti da trn s tha mn nhu cu khch hng v cho thy 3 thnh phn ch yu ca khi nim ny l s phi hp cc n lc marketing, tha mn khch hng v li nhun cng ty. Logistics ng vai tr quan trng vi cc thnh phn ny theo cch thc khc nhau. N gip phi hp cc bin s marketing mix, gia tng s hi lng ca khch hng, trc tip lm gim chi ph, gin tip lm tng li nhun trong di hn.- Logistics to ra gi tr gia tng v thi gian v a im: Mi sn phm c sn xut ra lun mang mthnh thi hu dng v gi tr (form utility and value)nht nh vi con ngi. Tuy nhin c khch hng tiu th, hu ht cc sn phm ny cn c nhiu hn th. N cn c a n ng v tr, ng thi gian v c kh nng trao i vi khch hng. Cc gi tr ny cng thm vo sn phm v vt xa phn gi tr to ra trong sn xut c gi l li ch a im, li ch thi gian v li ch s hu (place, time and possession utility).Li ch a im l gi tr cng thm vo sn phm qua vic to cho n kh nng trao i hoc tiu th ng v tr. Li ch thi gian l ga tr c sng to ra bng vic to ra kh nng sn phm ti ng thi im m khch hng c nhu cu, nhng li ch ny l kt qu ca hot ng logistics. Nh vy Logistics gp phn to ra tnh hu ch v thi gian v a im cho sn phm, nh m sn phm c th n ng v tr cn thit vo thi im thch hp. Trong xu hng ton cu ha, khi m th trng tiu th v ngun cung ng ngy cng tr nn xa cch v mt a l th cc li ch v thi gian v a im do logistics mang tr nn c bit cn thit cho vic tiu dng sn phm- Logistics cho php doanh nghip di chuyn hng ha v dch v hiu qu n khch hng: Logistics khng ch gp phn ti u ha v v tr m cn ti u ha cc dng hng ha v dch v ti doanh nghip nh vo vic phn b mng li cc c s kinh doanhv iu kin phc v ph hp vi yu cu vn ng hng ha. Hn th na, cc m hnh qun tr v phng n ti u trong d tr, vn chuyn, mua hngv h thng thng tin hin i s to iu kin a hng ha n ni khch hng yu cu nhanh nht vi chi ph thp, cho php doanh nghip thc hin hiu qu cc hot ng ca mnh10www.ebookvcu.tk Nghip v muaNghip v mua hng hng Nghip v kho Nghip v kho Bao b/ng gi Bao b/ng gi B B c d & cht xpc d & cht xp h h2 2 Qun l thng tin Qun l thng tin Dch v KH Dch v KH X l n tX l n t hng hng Cung ng hng ho Cung ng hng ho Qun tr d tr Qun tr d tr Qun tr vnQun tr vn chuyn chuynNgun lc vt chtNgun nhn sNgun ti chnhNgun thng tinCc hot ngphi hp giasn xut v hu cnCc hot ngphi hp giamarketing v hu cn Ebook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai- Logistics c vai tr h tr nh qun l ra quyt nh chnh xc trong hot ng sn xut kinh doanh, l mt ngun li tim tng cho doanh nghip:Mt h thng logistics hiu qu v kinh t cng tng t nh mt ti sn v hnh cho cng ty. Nu mt cng ty c th cung cp sn phm cho khch hng ca mnh mt cch nhanh chng vi chi ph thp th c th thu c li th v th phn so vi i th cnh tranh. iu ny c th gip cho vic bn hng mc chi ph thp hnnh vo h thng logistics hiu qu hoc cung cp dch v khch hng vi trnh cao hn do d to ra uy tn. Mc d khng t chc no ch ra phn vn qu ny trong bng cn i ti sn nhng cn phi tha nhn rng y l phn ti sn v hnh ging nh bn quyn, pht minh, sng ch, thng hiu1.2 Ni dung c bn ca qun tr Logistics1.2.1 Khi nim v m hnh qun tr logistics. Trong phm vimtdoanh nghip, qun tr logistics c hiulmtb phn ca qu trnh chui cung ng, bao gm vic hoch nh, thc hin v kim sot c hiu lc, hiu qu cc dng vn ng v d tr hng ha, dch v cng cc thng tin c lin quan t im khi u n cc im tiu th theo n t hng nhm tho mn yu cu ca khch hng.Quan im ny c khi qut ho trong hnh 1.4.Hnh 1.4:Cc thnh phn v hot ng c bn ca h thng Logistics Hnh ny cho thy logistics khng phi l mt hot ng n l m l mt chui cc hot ng lin tc, c quan h mt thit v tc ng qua li ln nhau, bao trm mi yu t to nn sn phm t cc nhp lng u vo cho n giai on tiu th sn phm cui cng. Cc ngun ti nguyn u vo khng ch bao gm vn, vt t, nhn lc m cn bao hm c dch v, thng tin, b quyt v cng ngh. Cc hot ng ny cng c phi kt 11www.ebookvcu.tkCc hot ng Logistics Cc hot ng LogisticsVt liuBn thnhphmThnhPhmu vo logisticsNhcung cpQun tr LogisticsKhchHng Nghip v muaNghip v mua hng hng Nghip v kho Nghip v kho Bao b/ng gi Bao b/ng gi B B c d & cht xpc d & cht xp h h2 2 Qun l thng tin Qun l thng tin Dch v KH Dch v KH X l n tX l n t hng hng Cung ng hng ho Cung ng hng ho Qun tr d tr Qun tr d tr Qun tr vnQun tr vn chuyn chuynQuyt nh qun trHoch nh Thc thi Kim sotNgun lc vt chtNgun nhn sNgun ti chnhNgun thng tinu ra logisticsnh hng t2 (li th CT)Tin li v thi gian & a imHiu qu vn ng h2ti KHTi sns huEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maitrong mt chin lc kinh doanh tng th ca doanh nghip t tm hoch nh n thc thi, t chc v trin khai ng b t mua, d tr, tn kho, bo qun, vn chuyn n thng tin, bao b, ng giV chnh nh vo s kt hp ny m cc hot ng kinh doanh c h tr mt cch ti u, nhp nhng v hiu qu, to ra c s tho mn khch hng mc cao nht hay mang li cho h nhng gi tr gia tng ln hn so vi i th cnh tranh. 1.2.2 Mc tiu v quan im ca qun tr logistics kinh doanh Mt cch khi qut, mc tiu ca qun tr logistics l cung ng dch v cho khch hng t hiu qu cao. C th hn, theo E.Grosvenor Plowman, mc tiu ca h thng logistics l cung cp cho cho khch hng 7 li ch - (7 rights): ng khch hng, ng sn phm, ng s lng, ng iu kin, ng a im, ng thi gian, ng chi ph*.Cc mc tiu ny i hi doanh nghip phi thc hin tt hai yu cu c bn sau:a.Cung ng mc dch v khch hng c tnh chin lc: L mc dch v tha mn nhu cu dch v cho ca cc nhm khch hng mc tiu v c u th so vi i th cnh tranh ca doanh nghip. Mc dch v ny c lng ha qua 3 tiu chun - Tnh sn c ca hng ha/dch v- Kh nng cung ng dch v - tin cy dch va1.S sn c ca hng ha ti cc a im bn v ni cung cp l mt cch thc nh gi kh nng p ng nhng mong i ca khch hng trong qu trnh vn hnh cc hot ng logistics. Tnh sn c c nh gi theo 3 ch tiu sau: T l phn trm hng ha c mt ti kho mt thi im. T l hng ha trong kho cho bit s n v hng ha d tr d tnh trong kho (Stock keeping units SKU) ti mt thi im sn sng cung cp cho khch hng. Nu mt cng ty t mc tiu d tr 100 sn phm trong kho v kim tra ti thi im bt u ngy hot ng c 95 sn phm sn sng giao cho khch hng th t l sn sng hng ha trong kho l 95%. Tuy nhin s nh gi s cha chnh xc nu kho tn tr nhiu loi hng v chng c bn vi nhu cu khc bit nhau. Do ch tiu tip theo c s dng l t l hon thnh n hng T l hon thnh n hng o lng s lng hng ha tha mn nhu cu ca khch hng theo t l %v c cu mt hng t. Th d: nu khch hng t 100 thng hng A v nhn c 87 thng hng A th t l ny l 87%. o lng t l hon thnh n t hng cn da trn c s n t hng ban u ca khch hng trc khi c bt c s thay th, hu b hay sa i no khc trong n t hng. Khi c rt nhiu cng ty tin hnh m phn nhng thay i trong n t hng cho thch hp hoc m phn v nhng thay i vi khch hng nhm gim lng d tr trong kho, th vic nh gi t l hon * The right product in the right quatity, in the right condition, is delivered to the right customer at the rightplace, at the right time, at the right cost.12www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maithnh n t hng c tn da trn kh nng ca cng ty trong vic p ng n t hng ban u ca khch hng. T l phn trm nhng n t hng c thc hin y v giao cho khch l ch tiu nh gi chnh xc nht v lng hng sn c phc v khch hng. Theo , cc n hng hon thnh y dng nh gi mc thng xuyn hoc s ln m mt hng cung ng 100% cc mt hng m khch hng t. S lng n t hng hon thnh loi ny l mt cch nh gi chun v s hon ho ca bt c hot ng phn phi vt cht no. Vic kt hp 3 ch tiu trn y a ra cch nh gi v vic qun l hng trong kho ca mt cng ty nh th no cho tt p ngnhng mong i ca khch hng. Cc ch tiu trn cn gip cng ty quyt nh mc hot ng phn phi cn duy tr theo thi gian. Gia vic u t vo hng ha trong kho vi s sn c ca sn phm c mi quan h trc tip vi nhau. Theo nguyn tc chung gia tng tnh sn sng ca hng ho th i hi cn phi u t nhiu hn vo d tr hng ha trong kho.a2.Kh nng cung ng dch v: Kh nng cung ng dch v lin quan ti mc , tnh chc chn v s linh hot trong vic hon thnh cc n t hng ca mt cng ty. Ni cch khc l kh nng cung ng dch v th hin ch yu qua mc thc hin n hng ca cng ty. Cc hot ng to nn mt vng quay n t hng in hnh bao gm:- Tip nhn v x l n t hng ca khch- Chp nhn thanh ton- Chun b sn sng hng ho- Vn chuyn- Lm vn n v giao hngCc ch tiu: tc , s ph hp v tnh linh hot ca cc hot ng phc v khch hng ny c lin quan trc tip dn ton b c cu vng quay n t hng cng l cc ch tiu th hin kh nng cung ng dch v Tc cung ng dch v l tng thi gian m khch hng ch i cng ty ni h mua hng tin hnh vic thc hin n t hng v giao hng cho khch hng. Trong mt s trng hp giao hng cho khch phi m bo tc cung ng nhanh chng tc thi. Cc trng hp khc thc hin 5 bc p ng trn li yu cu phi c thi gian. Khong thi gian ny c th l mt vi gi, nu ngi bn v tr tng i gn v mt a l so vi khch hng, hoc c th ti hng tun (trong cc tnh hung bun bn a quc gia). D nhin phn ln khch hng u mun nhn c cng nhanh cng tt, v vy tc cung ng nhanh gp phn lm tng s tha mn khch hng. Tuy nhin vic tng tc cung ng dch v thng i hi chi ph ln do doanh nghip cn tm ra cc cu trc knh phn phi vt cht c tc cung ng v chi ph ph hp. V d vic lu tr mt s lng dng c y t c gi tr ln ti kho trung tm cng vi vic giao hng bng ng hng khng c th l ph hp vi yu cu ca khch hng v c th t tn km hn vic duy tr mt khi lng hng ho phn tn trn th trng. Cn ch rng, ch tiu tc cung ng l nhn thc ca khch hng v tng thi gian hot ng cn thit nhn hng, 13www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai chnh l c s thch hp duy nht nh gi tc cung ng nhanh hay chm do cn nghin cu c th nm c yu cu ca mi khch hng. S chnh xc ca vng quay n t hng, cn gi l n nh thi gian giao hng. Ch tiu s chnh xc ca vng quay n hng thng nh gi khong thi gian ca mt vng quay n t hng vt qu khong thi gian cho php hoc mong i. Khi nh gi kh nng cung ng dch v khch hng, i khich tiu c coi l quan trng hn ch tiu thi gian cung ng, bi l trong iu kin cung ng hin i, cc phng thc cung ng i hi s tn tr l nh nht trong iu kin c th nn thi gian cn chnh xc p ng tt cc yu cu kinh doanh nhng gim thiu c chi ph d tr.Cc doanh nghip thng da vo nh cung cp gim s lng hng trong kho ng thi li lun cn duy tr mt lng hng ln sn c cho khch hng nn schnh xc ca thi giao hng l rt quan trng. Trn thc t khong thi gian cn thit cho bt c hot ng no trong 5 hot ng ca chu k t hng c th ln hn hoc nh hn so vi thi gian mong inn s ph hp ca ton b vng quay s l tng thi gian cn thit tin hnh tt c cc hot ng ring l. V d c th b p s chm tr trong vic la chn v chun b n t bng vic thu phng tin vn chuyn tc cao c th giao hng ng thi hn. Tnh linh hot cp ti kh nng ca mt cng ty trong vic iu phi cc ngun lc p ng cc yu cu v dch v c bit ca khch hng. Trong cc hot ng phn phi s linh hot c th gip khc phc s tht bi trong cung ng dch v hoc c th l cch thc hay c dng tha mn tt hn nhng i hi c bit no ca khch hng. V d khi xut mt mt hng quan trng nhm phc v cho mt khch hng quan trng, cng ty c th nng ng s dng phng tin vn chuyn c tc cao. Vi kh nng hot ng linh hot nh vy nhng tht bi trong cung ng dch v c th c hn ch.Ngoi ra, da trn yu cu ca khch hng, nh phn phi c th quyt nh s dng cc phng n d kin khc nhau trong vic cung ng dch v theo yu cu khch hng.Vdphngnthngthngcacngtytrongphcvkhchcthlvn chuyn trc tip mt khi lng hng cht y phng tin t ni sn xut ti kho ca khch hng. Nhng i khi khch hng yu cu giao hng trc tip ti kho ngi s dng, cng ty c th phi chuyn ch nhiu loi sn phm hn hp t kho hng. V th cng ty cung ng phi t ra k hoch v kh nng phn phi hng mt cch linh hot nhm p ng yu cu c bit ca khch hng. iu ny cho php tha mn khch hng mt cch cao hn, v mc linh hot p ng cc yu cu ca khch hng chnh l mt ch tiu quan trong nh gi kh nng cung ng dch v.Cn kt hp 3 tiu chun trn o lng chnh xc kh nng cung ng dch v do cc hot ng logistics to ra. Tc cung ng l quan trng nhng s ph hp theo thi gian cn quan trng hn. Nhm pht huy ti a hiu qu ca cc hot ng logistics, hu ht cc t chc u da vo kh nng linh hot b sung cho cc hot ng thng th-ng. Cng cn d kin cc phng n phn phi linh hot hoc c kh nng thay th ln 14www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mainhau nhm b p cho tnh hung bt ng hoc nhm p ng cc nhu cu c bit ca khch hng.a3. tin cy dch v: tin cy dch v hay cht lng phc v cp ti kh nng ca mt cng ty thc hin hon ho cc hot ng p ng n t hng theo nhn thc ca khch hng. Ton b qu trnh phc v khch hng u cp ti vic tha mn yu cu ca khch hng, do cht lng phc v c xem xt trc ht vi 2 ch tiu: s sn c ca hng ho v kh nng cung ng dch v bi v y l 2 ch tiu quan trngp ng c s mong i ca khch hng. Ngoi ra cc ch tiu v s an ton cho hng ha nh vn chuyn hng khng gy thit hi, cc vn n chnh xc hoc hon ho, thc hin tr hng an ton, cung cp thng tin nhanh chng v chnh xc, thi phc v thin ch hoc kh nng nhanh chng gii quyt cc vn ny sinh cng c s dng nh gi cht lng phc vNhng ch tiu ny tt nhin l rt kh c th nh gi hoc nh lng.Cc qu trnh logistics h tr cho cc hot ng kinh doanhlun nhm p ng s mong i thng xuyn ca khch hng v vic cung ng hng ho vi dch v c cht l-ng cao nht trong mi n hng hin ti cng nh tng lai. Nhng cng ty tri hn hn v cht lng phc v u c t nht 3 c im: Th nht, h s dng cc c cu c th gip khch hng tip nhn mt cch chnh xc v kp thi cc thng tin v n t hng v cc yu cu khc c lin quan n dch v. Th hai, cc hng cam kt cung ng dch v vi cht lng cao cn tin hnh cc cch thc p ng cc yu cu v i hi c bit ca khch hng m khng phi tr hon ch chp nhn ca cp trn hoc sa sai. Do vic trao quyn cho cc cp a ra quyt nh kp thi trn c s nhng nh gi ng n ca h s to iu kin rt ln t c mc tiu phc v vi cht lng cao. Th ba, ngi qun l, iu hnh cc hot ng dch v cung ng cho khch hng khi phi ng u vi cc tnh hung bt ng hoc cc kh khn nguy him thng bc l ci gi l kh nng to ra s phc v ng kinh ngc. l kh nng a ra gii php thch ng hay cp ti mt ngh thut qun l d bo trc c nguy c xy ra b trong cung ng dch v v gii quyt vn nhanh nht to s trung thnh vi khch hng vi cng ty.b.Chi ph logistics v quan im qun tr logistics Mt nhim v quan trng khc ca qun tr logistics l gim chi ph trong khi vn m bo cht lng dch v khch hng. Theo kt qu iu tra th cc ngnh kinh doanh khc nhau c mc chi ph logistics khc nhau. Trong nhiu ngnh, chi ph logisics c th vt qu 25% chi ph sn xut. Do nu qun tr logisics tt c th tit kim c mt khon chi ph ng k, gp phn tng li nhun ca cng ty. Bn cnh , qun tr logisics tt cn gp phn tng tc chu chuyn v rt ngn thi gian thu hi vn. Tng chi ph logisics c hnh thnh t chi ph ca cc hot ng cu thnh, bao gm 6 loi chi ph ch yu:15www.ebookvcu.tk CF D tr CF D tr CF Vn ti CF Vn tiEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai-Chi ph dch v khch hng: Chi ph dch v khch hng bao gm cc chi ph hon tt nhng yu cu ca n t hng (chi ph phn loi, kim tra, bao b ng gi, dn nhn); chi ph cung cp dch v, hng ha; chi ph gii quyt tnh hung hng b tr li chi ph dch v khch hng lin quan mt thit vi cc khon chi ph vn ti, chi ph d tr v chi ph cho cng ngh thng tin.-Chi ph vn ti: Chi ph vn ti l mt trong nhng khon ln nht trong chi ph logisics. Chi ph vn ti chu s nh hng ca nhiu yu t nh: loi hng ho, quy m l hng, tuyn ng vn ti Chi ph vn ti ca mt n v hng ho (cc ph) t l nghch vi khi lng vn tiv vi qung ng vn chuyn.-Chi ph kho bi: Chi ph qun l kho nhm m bo cho cc nghip v kho c din ra sun s, trong mt s trng hp bao gm c chi ph thit k mng li kho chi ph kho st, chn a im v xy dng kho hng. Tuy nhin s lng kho hng c nh hng n dch v khch hng v doanh thu ca cng ty nn cn phn tch, tnh ton k lng cn bng gia chi ph qun l kho, chi ph d tr, chi ph vn ti vi khon doanh thu c thbtnghocgimtngngkhiquytnhslngkhocnctronghthng logisics.-Chi ph x l n hng v h thng thng tin: h tr dch v khch hng v kim sot chi ph mt cch hiu qu cn b ra mt khon chi ph khng nh trao i thng tin vi khch hng v cc b phn c lin quan nhm gii quyt n t hng, thit lp cc knh phn phi, d bo nhu cu th trng. Chi ph ny cng lin quan n chi ph qun l kho, d tr, sn xut- Chi ph thu mua ( c l hng theo yu cu) Khon chi ph ny dng cho thu gom, chun b hng cung cp cho khch. Bao gm nhiu khon chi ph nh: xy dng c s gom hng; tm nh cung cp ; Mua v tip nhn nguyn vt liu- Chi ph d tr:Hot ng logisics to ra chi ph d tr. Chi ph ny tng gim tu theo s lng hng ho d tr nhiu hay t. C 4 loi chi ph d tr: (1)Chi ph vn hay chi ph c hi, khon chi ph ny cng ty c th thu hi li c. (2)Chi ph dch v d tr, gm c bo him v thu nh trn lng d tr. (3)Chi ph mt bng kho bi, chi ph ny thay i theo mc d tr.(4)Chi ph phng nga ri ro, khi hng ho b li thi, mt cp h hngGia cc loi chi ph logistics c mi quan h tng h, tc ng qua li v nh hng lnnhau, chi ph n rng buc hu c vi chi ph kia th hin qua hnh1.5.16www.ebookvcu.tk CF D tr CF D tr CF Vn ti CF Vn tiEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiHnh 1.5:Mi quan h gia cc loi chi ph logisticsV bn cht,Logistics l mt chui kt hp nhiu hot ng kinh t nhm ti u ho v tr v qu trnh lu chuyn, d tr hng ho t im u cho n im cui ngi s dng, nn nu gim chi ph tu tin tng hot ng ring l, cha chc t c kt qu mong mun.Gia cc hot ng logistics c lin quan mt thit vi nhau, dn n gim chi ph khu ny c th lm tng chi ph khu khc v cui cng tng chi ph khng gim m cn c th tng, i ngc li mc ch ca qun tr logistics. Do vy, cha kho t c yu cu gim chi ph trong qun tr logisics l phn tch tng chi ph. iu ny c ngha l nh qun tr logisics phi tm cch gim tng chi ph xung mc thp nht trong iu kin cho php trong khi c th la chn rt nhiu cc mc dch v khch hng vi cc cu trc dch v khc nhau. lm c iu ny trc cn nm vng cc k nng phn tch cn i chi ph gia cc hot ng logisics.Xut pht t gc ny, cc nh qun tr logisticshnh thnh nn quan im qun tr logistics tch hp (intergreted logistics management). Quan im tip cn h thng hay qun tr logistics tch hp l mt nguyn l c bn trong qun tr logistics hin i. Quan im ny cho rng, tt c cc chc nng v cc hot ng cn c nhn thc di cng nhng iu kin nh hng v b nh hng, cc thnh phn v cc hot ng ca n lun tng tc ln nhau. Hiu theo cch ny th bn thn logistics l mt h thng, mt mng li cc hot ng c lin h vi mc tiu qun tr cc dng hng ha lin tc vo cc t chc trong chui logistics. Tip cn h thng l s bin ha sc mnh n gin nht nhn thc cc mi quan h tng h gia cc thnh phn trong mt h thng. Nu nhn cc hot ng mt cch c lp, chng ta s khng nhn thc c ton cnh, u l yu t tc ng v b tc ng bi nhng hnh ng khc. Theo cch tip cn ny th tng s hay kt qu u ra ca mt chui lin kt cc hot ng th ln hn cc thnh phn ring r ca n.Quan im qun tr logistics tch hp cp n vic qun l nhiu hot ng nh mt h thng hp nht c p dng trong nhiu cng ty kinh doanh hin i nh 3M, Quacker Oats, Herman Miller, h nhn ra rng tng chi ph logistics c th gim bng cch phi hp mt lot cc hot ng logistics c lin quannh dch v khch hng, vn 17www.ebookvcu.tkCF Dch v KH CF Dch v KHCF X l h &CF X l h & ttin ttinCF Kho bi CF Kho bi CF D tr CF D trCF Mua hng CF Mua hng CF Vn ti CF Vn tiEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maichuyn, nh kho, d tr, qu trnh t hng, h thng thng tin k hoch sn xut v mua sm. Nu khng c s phi hp c th dn n s thiu hiu qu, nh lm tng d tr ti cc giao din kinh doanh ch yu nh: nh cung ng- hot ng mua hng,mua hng sn xut, sn xut-marketing, marketing phn phi, phn phi - trung gian, trung gian - khch hng. Thc t cc hot ng logistics ti cc cng ty ny cho thy, trong qun tr cc dng d tr, vic hp nht vn ti v nh kho rt hu dng v thng to ra hiu qu gp hai ln. Th d thay cho vic phng mua hng tha thun vi cc nh vn chuyn sn phm u ra v cc nh vn chuyn nguyn liu u vo th ch cn thng lng vi mt nh vn chuyn v vic chuyn ch c hai. Kt qu l ton b ga hng ha vn chuyn s gim xung v s lng chuyn ch tng ln. iu ny cn cho php cc k hach chuyn ch ca cng ty v nh vn chuyn c hiu qu v hiu lc cao hn. Quan im ny chi phi cc phng php v cch thc ti u ha tng chi ph logistics. Tng chi ph logistics c tnh mt cch ngin qua cng thc:Flog= F1+F2+F3+F4+....+FnTrong : Flog l Tng chi ph logistics, cc Fi l cc chi ph cu thnhTuy nhin vic gim chi ph theo quan im nu trn li khng n gin l gim cc b cc chi ph cu thnh t c mc tiu mong mun m cn xem xt tt c cc chi ph ny trong mi tng quan nh i (Trade-off), hay s thay th ln nhau tm ra phng n c chi ph tha ng. Chnh v vy cc nh qun tr logistics coi s hp nht cc hot ng logistics tp trung ch yu vo k thut phn tch v tnh ton chi ph thay th gia cc hot ng hp thnh chn ra cc phng n phi hp ti u. 1.2.3 Cc ni dung c bn ca qun tr logistics a.Dch v khch hng: Trong hot ng logistics, dch v khch hng c hiu l ton b kt qu u ra, l thc o cht lng ca ton b h thng. Do mun pht trin logisticsphi c s quan tm thch ng n dch v khch hng.Theo quan im ny, dch v khch hng l qu trnh din ra gia ngi mua v ngi bn v bn th ba l nh thu ph. Kt qu ca qu trnh ny to ra gi tr gia tng cho sn phm hay dch v c trao i, c o bng hiu s gi tr u ra v gi tr u vo ca mt lot cc hot ng kinh t c quan h t-ng h vi nhau v th hin qua s hi lng ca khch hng. L thc o cht lng ton b h thng logistics ca doanh nghip, dch v khch hng c nh hng rt ln n th phn, n tng chi ph b ra v cui cng n li nhun ca doanh nghip. Tu theo tng lnh vc v sn phm kinh doanh m gi tr cng thm vo sn phm v dch v do hu cn mang li khng ging nhau (Hnh 1.6). D liu cho thy s chnh lch ng k v gi tr gia tng do logistics to ra mt s mt hng v lnh vc kinh doanh khc nhau.b. H thng thng tin : qun tr logistics thnh cng, i hi doanh nghip phi qun l c h thng thng tin phc tp. Bao gm thng tin trong ni b tng t chc (doanh nghip, nh cung cp, khch hng), thng tin trong tng b phn chc nng ca doanh nghip, thng tin 18www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiGi tr gia tng (%)10 20 30 40 50DulaSn phm thy tinhCh binKinh doanh bn lGiyKhai thc gCng nghip tVt liu xy dngDc phmC khCao su Dt DaThucHnh 1.6:T l gi tr gia tng t hot ng logistics ca mt s ngnh kinh doanh khc nhauc.H thng thng tin : gia cc khu trong dy chuyn cung ng (kho tng, bn bi, vn ti) v s phi hp thng tin gia cc t chc, b phn v cng on trn. Trong trng tm l thng tin x l n t hng ca khch, hot ng ny c coi l trung tm thn kinh ca h thng logistics. Trong iu kin hin nay, nhng thnh tu ca cng ngh thng tin vi s tr gip ca my vi tnh s gip cho vic qun tr thng tin nhanh chng, chnh xc, kp thi. Nh doanh nghip c th a ra nhng quyt nh ng n vo thi im nhy cm nht. iu ny gip cho logistics thc s tr thnh mt cng c cnh tranh li hi ca doanh nghip.d.Qun tr D tr: D tr l s tch lu sn phm, hng ho ti cc doanh nghip trong qu trnh vn ng t im u n im cui ca mi dy chuyn cung ng, to iu kin cho qu trnh ti sn xut din ra lin tc, nhp nhng, thng sut. D tr trong nn kinh t cn cn thit do yu cu cn bng cung cu i vi cc mt hng theo thi v, phng cc ri ro, tho mn nhng nhu cu bt thng ca th trng, d tr tt s em li hiu qu kinh t cho doanh nghip. Mc d rt cn thit nhng d tr rt tn km v chi ph, ti cng ty Cambell Soup d tr chim n 30% ti sn, v chim n hn 50% ti sn ca tp on Kmart. V vy vic qun l d tr tt s gip doanh nghip cn i gia vn u t vi nhng c hi u t khc. e.Qun tr vn ti: L vic s dng cc phng tin chuyn ch khc phc khong cch v khng gian ca sn phm v dch v trong h thng logistics theo yu cu ca khch hng. Nu sn phm c a n ng v tr m khch hng yu cu tc l gi tr ca n c tng thm. Mt khc vic s dng phng thc v cch thc t chc vn chuyn cn gip cho sn phm c n ng vo thi im khch hng cn hay khng? iu ny cng to 19www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maithm gi tr gia tng cho sn phm. Nh vy bng cch qun tr vn chuyn tt s gp phn a sn phm n ng ni v ng lc ph hp vi nhu cu ca khch hng. f.Qun tr kho hng:Bao gm vic thit k mng li kho tng ( S lng, v tr v quy m). Tnh ton v trang b cc thit b nh kho; T chc cc nghip v kho. Qun l h thng thng tin giy t chng t; T chc qun l lao ng trong khoGip cho sn phm c duy tr mt cch ti u nhng v tr cn thit xc nh trong h thng logistics nh m cc hot ng c din ra mt cch bnh thng. g.Qun tr vt t v mua hng ho: Nu dch v khch hng l u ra ca h thng logistics th vt t, hng ho l u vo ca qu trnh ny. Mc d khng trc tip tc ng vo khch hng nhng qun tr hng ho v vt t c vai tr to tin quyt nh i v cht lng ton b h thng. Hot ng ny bao gm: Xc nh nhu cu vt t, hng ho; tm kim v la chn nh cung cp; Tin hnh mua sm; T chc vn chuyn, tip nhn v lu kho, bo qun v cung cp cho ngi s dngNhng ni dung c bn trn cho thy, logistics gii quyt vn ti u ho c u ra ln u vo ti cc doanh nghip sn xut kinh doanh. Logistics c th gip thay i cc ngun ti nguyn u vo hoc ti u ho qu trnh chu chuyn nguyn vt liu, hng ho, dch v nh to ra kh nng gim chi ph, tng sc cnhtranh cho doanh nghip1.3 i tng v ni dung nghin cu mn hc1.3.1 i tng v phng php nghin cui tng nghin cu: Mn hc qun tr logistics kinh doanh l mn khoa hc kinh t chuyn ngnh nghin cu cc hot ng logistics c bn vi t cch l mt chc nng qun tr c lp ti cc doanh nghip trong c ch th trng. Mn hc trang b cc kin thc cn thit nht xy dng cc mc tiu, lp k hoch, trin khai v kim sot cc hot ng logistics mt cch h thng ti cc doanh nghip, ng thi gip cho cc nh qun tr ti cc doanh nghip c th ng dng linh hot cc hot ng ny trong iu kin mi trng kinh doanh nhiu thay i v bin ng hin nay. Mn hc cng gii quyt cc ni dung hot ng logistics trong s lin kt vi cc chc nng quan trng ca doanh nghip nh marketing, sn xut v ti chnh. Nh m gp phn hon thin h thng kin thc qun tr kinh doanh ti cc doanh nghip Vit Nam trong iu kin hin nay.Kin thc c bn ca mn hc c p dng cho hu ht mi loi hnh kinh doanh, c bit thch hp vi cc doanh nghip sn xut v thng mi hng ha, nhng t chc cchcnngkinhdoanhgnlinvisvnngcaccdngsnphmvt cht (material flows). L thuyt ny cng c ng dng mt cch linh hot cho cc t chc dch v c bit nh khch sn, nh hng, bu chnh vin thngNgoi ra cc t chc chuyn cung cp dch v logistics ( Third party logistics 3PLs, Four party logistics 4PLs) cng c th tham kho l thuyt ny nhm phi hp cung ng cc hot ng dch v mt cch ti u nht trong qu trnhkinh doanhca mnh.20www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiPhng php nghin cu mn hc:Qun tr Logistics l mt ngnh khoa hc kinh t hin i, i hi ngi hc cn vn dng tng hp nhiu phng php trong qu trnh hc tp v nghin cu. Trc ht l nm bt i tng nghin cu, cc quy lut, bn cht ca hin tng kinh doanh theo quan im duy vt bin chng, c cn c khoa hc v thc tin, khng ch quan, v on, duy ch. Khng my mc, cng nhc p dng cc m hnh v l lun i trc m cn cn c vo trnh , mc pht trin, yu cu v kh nng thc t Vit Nam ci tin v vn dng cc m hnh, l thuyt, cc phng php mt cch hiu qu v hp l.Hin nay lnh vc logistics mt s quc gia nh M, Canada, Thy s, Singapore, Nht bnrt pht trin, v cc l thuyt cng nh m hnh qun l logistics cng c nhiu khc bit nn vic nghin cu l thuyt, tip thu kinh nghim ca cc quc gia i trc l ht sc cn thit. Tuy nhin vic ng dng linh hot v trin khai sng to nhm t hiu qu trong thc t i nh qun tr phi c ci nhn bin chng v lch s. Va phi c tm nhn chin lc khi qut, di hn, va phi quan tm ti ngun lc thc t ti doanh nghip, cng cn ch n nhng tc nghip chi tit, c th, v bit cch phi hp cht ch logistics vi cc chc nng khc trong doanh nghip. Ngi hc cn c kh nng vn dng cc phng php d on, thng k, phn tch, m hnh ha, cc cng c thu thp v x l thng tin, s liu hin i h tr cho vic gii quyt cc vn logistics trong thc t .Cng cn nhn thc rng, logistics l mt ngnh khoa hc c tc pht trin rt nhanh trong nhng giai on c nhiu tin b khoa hc, cng ngh v k thut vt bc ca nhn loi hin nay, vic p dng cc thnh tu ny vo ngnh hc l tt yu, dn n nhng thay i lin tc v quan im qun tr, cc m hnh qun l, cc phng php k thut.trong ngnh logistics. Kh nng nhn thc cc bin i ca mi trng, vn dng linh cc phng php t duy, to ra ci nhn sc bn v linh hot chnh l cha kha nm bt v lm ch mn khoa hc ny.1.3.2 Ni dung mn hc qun tr logistics kinh doanhVi quan im tip cn hot ng logistics nh mt chc nng c lp trong h thng cc chc nng kinh doanh c bn ca doanh nghip, ng thi cung cp cc kin thc thit thc cho vn dng vo thc tin hin nay Vit Nam, mn hc ch trng vo cc ni dung tc nghip m khng i su vo cc quyt nh tm chin lc. Cc vn c bn ca qun tr logistics kinh doanh c chia thnh 6 chng tun th tin trnh qun tr c bn ca cc doanh nghip. Chng1 Tng quan v qun tr logisticstrnh by khi qut s pht trin, chc nng, mc tiu,m hnh qun tr logistics v cc hot ng c bn ca qun tr logistics ti cc doanh nghip.Chng 2. Dch v khch hng Chng 3 Qun tr d trChng 4 Qun tr vn chuyn Chng 5 Qun tr cc hot ng logistics h tr21www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiL cc chng trng tm vo hot ng k hoch ha cc nghip v logistics chnh yu v b tr ti cc doanh nghip sn xut kinh doanh nhm ti u ha cc ngun lc logistics qua cc quyt nh la chn, sp xp, s dng cc phng n thay th tim nng. Chng 6 T chc v kim sot logistics ti doanh nghip. Cung cp cc m hnh c bn v t chc, cc ch tiu v phng php kim tra, nh gi h thng logistic nhm hon thin, ci tin v i mi lin tc qu trnh qun tr logistics ti doanh nghip.Vi s pht trin nhanh chng ca hot ng logistics ti Vit Nam giai on hin nay, cc kin thc v qun tr logistics s c thng xuyn nghin cu, b xung v cp nht thch nghi vi yu cu ca giai on mi.-------------------------------------------------------------------Tm tt chng 1Trong giai on hin nay, logistics ang tr thnh mt hot ng c tnh sng cn cho cc doanh nghip trong xu th ton cu haChng 1 gii thiu khi qut v s i v pht trin ca logistics trongkinh doanh hin i. Nhn mnh vo vai tr v tm quan trng ca logistics ti cc quc gia v mt doanh nghip, ng thi ch ra c im ca logistics trong mt s lnh vc c th qua ni dung phn loi. Vic phn loi cn cho thy v tr, tm quan trng v mc nh hng ca hot ng logistics trong nhiu lnh vc khc nhau.Ni dung chnh ca chng 1 tp trung lm r khi nim, m hnh qun tr logistics t cch tip cn m ca doanh nghip vi mi trng v chui cung ng, xc nh cc mc tiu c bn ca qun tr logistics v cung cp mt ci nhn tng qut v cc hot ng qun tr logistics c bn v h tr ti doanh nghip nh dch v khch hng, d tr, vn chuyn, mua hng,. Ni dung ca cc hot ng ny cho thy v tr v vai tr ca chng trong vic p ng cc mc tiu ca qun tr logistics. Mi quan h gia cc hot ng ny qua cc tng quan chi ph cho thy cn phi qun tr cc hot ng logistics theo quan im h thng to ra kh nng tch hp li ch ca tng n lc v mang li hiu qu ln nht cho doanh nghip. Ni mt cch khc l qun tr logistics hin i khng dng li vic nu ln li th cnh tranh t phn gi tr ga tr gia tng do n to ra m cn ch ra cch thc cc doanh nghip ti u ha cht lng dch v khch hng qua cc phng n phi hp logistics hiu qu. L mt mn hc mi c tnh bt buc trong h thng chng trnh o to ca trng i hc Thng mi, chng 1 cng ch gii thiu ton b ni dung cc chng hc v cung cp phng php nghin cu nhm gip ngi c nhanh chng tip cn v hiu bit cc vn mt cch khoa hc. 22www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiCHNG 2.DCH V KHCH HNG2.1 Khi nim, vai tr, v cc nhn t cu thnh dch v khch hngNhu cu ca khch hng l ngun gc cho tt c cc hot ng logistics. Nhng nhu cu ny tp trung vo cc n t hng. Vic p ng y nhng n t hng ca khch l tin cn thit cho mi hot ng trong gii hn ngun lc logistics. Hot ng p ng khch hng (CR- customer response) bao gm: Dch v khch hng v cc chu k t hng l ni dung u tin trong chui cc hot ng logistics. K hoch p ng khch hng l s tho thun gia t chc thc hin logistics vi nhng khch hng bn trong v bn ngoi v kh nng cung cp dch v. Do mc tiu ca hot ng logistics ltho mn nhng yu cu khch hng i hi mc chi ph thp nht c th nn nhng tiu chun p ng khch hng (Customer Service Standards) cn phi c xc nh trc khi cc hot ng logistics khc c xy dng v thc hin. Xc nh cc mc tiu v chnh sch dch v khch hng l bc u tin trong vic thit lp h thng logistics. Ch khi chng tahontt cbcny,chngtamiracccquytnhvphngtinvn chuyn, kho hng, d tr, cng nh cc chin dch phn phi. R rng l chnh sch dch v khch hng xc nh nhng gii hn trong vn ti u ha hot ng logistics, nu khng c mt chin lc p ng khch hng ph hp th cc qu trnh khc ca hot ng logistics s tr nn v dng. 2.1.1 Khi nim dch v khch hngNh qun tr logistics cn c mt s phn bit r rng gia khch hng v nhng ngi tiu dng cc dch v v sn phm ca cng ty.Ngi tiu dng (consummer)l ngi tham gia cui cng trong chui hot ng ca ngnh logistics, h s dng hng ha v dch v cho mc ch tiu dng ln cui sn phm.Khch hng (customer)l ngi trc tip mua sn phm t cc cng ty, do c th khng phi l ngi tiu dng cui cng trong chui hot ng ca ngnh. Doanh nghip logistics c th khng cn bit ai l ngi tiu dng cui cng, nhng cn phi lun gi mi quan h tt vi khch hng mua sn phm ca mnh bi h chnh l ngi trc tip s dng dch v logistics m doanh nghip cung cp. Nh vy, i vi mt nh sn xut th khch hng c th l nh sn xut khc; l mt i l bn bun, mt nh phn phi, mt i l bn l hoc mt cng ty bn hng qua mng, thm ch l ngi tiu dng cui cng. Mt nh bn bun hoc mt nh phn phi c khch hng l nh sn xut, ngi tp hp hng ha t nh bn bun, nh phn phi khc, i l bn l, hoc cng ty t hng qua mng. i vi i l bn l hoc cng ty bn hng qua mng, khch hng hu ht lun l ngi tiu dng cui cng. Quan im khi qut cho rng dch v khch hng l tt c nhng g m doanh nghip cung cp cho khch hng - ngi trc tip mua hng ho v dch v ca cng ty. Tuy nhin trong thc t c nhiu cch tip cn khi nim ny. - Theo cc nh qun tr marketing, sn phm bao gm tt c cc yu t hu hnh v v hnh m doanh nghip cung cp cho khch hng, thng chia lm 3 mc (1) li ch ct li, (2) sn phm hin hu; (3) li ch gia tng. Dch v khch hngc xem l lp th 3 ny.23www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai- Theo cc nh qun tr dch v, khi nim dch v v dch v khch hng l hon ton khc nhau. Dch v ni n cc li ch tha mn nhu cu chc nng ca khch hng nhng chng v hnh, ni mt cch khc, chng l cc sn phm chnh yu ca qu trnh nhng chng v hnh. Dch v khch hng l cc dch v km theo hon thnh qu trnh giao dch marketing. Nh vy d sn phm l hu hnh hay v hnh u c dch v khch hng km theo.- Theo quan im ngnh logistics, th dch v khch hng lin quan ti cc hot ng lm gia tng gi tr trong chui cung ng. ng gc ny, dch v khch hng l 1 qu trnh din ra gia ngi bn, ngi mua v ngi cung ng dch v logistics (nu ngi bn khng nng lc t cung cp dch v ti khch hng). Kt thc qu trnh ny th sn phm hng ho hoc dch v c tng thm mt gi tr no , gi tr ny trong trao i ngn hn khng mang nhiu ngha lm nhng trong di hn c th l nhn t to cc mi quan h lu di. Cc gi tr ny cng c th c chia s gia cc bn tham gia.Cc quan im trn cho thy dch v khch hng c cc c im chung sau:- Dch v khch hng l dch v i km vi cc sn phm chnh yu nhm cung cp s tha mn ti a cho khch hng khi i mua hng. Nhu cu v dch v khch hng l nhu cu pht sinh khi khch hng i mua sm, y chnh l nhng li ch m khch hng c th hng khi i mua hng.- Dch v khch hng mang tnh v hnh v to ra phn gi tr cng thm hu ch cho sn phm. Dch v khch hng khng th tn tr nn khng tch ri khi s phn phi dch v do thi gian v a im phn phi dch v l rt quan trng. u ra ca dch v khch hng rt a dng v khng n nh do tnh a dng ca ngi cung cp v ngi c phc v nn thng gpkh khn trong vic nh gi v kim sot cht lng.- Dch v khch hng c s lin h cao vi khch hng nn i hi cc k nng phc v cao, nhng cc kinh nghim quan st c t dch v khch hng v tip thu trc tip t khch hng s lm pht sinh tng v dch v mi v nhng iu kin thun li ci tin dch v ang tn ti.- Do nhu cu ca ngi tiu dng v dch v khch hng hng ngy cng cao nn loi dch v ny ngy cng c tiu th nhiu hn sn phm, v vy cng c nhiu c hi thnh cng hn sn phm. Mt khc cc i th cnh tranh c th nhanh chng sao chp cc dch v mi v ci tin tng mi v dch v. Kt qu l s xut hin cc dch v mi v gii thiu cc dch v ci tin cn nhanh hn vic gii thiu cc sn phm mi. Chnh v vydch v khch hng ngy cng c vai tr quan trng trong cnh tranh T cc gc tip cn trn c th khi qut nh ngha, dch v khch hng l qu trnh sng to & cung cp nhng li ch gia tng trong chui cung ng nhm ti a ho tng gi tr ti khch hng*. Trong phm vi mt doanh nghip, dch v khch hng cp n mt chui cc hotng c bit nhm p ng nhu cu mua sm ca khch hng thng bt u bng hot* Customer service is a process for providing competitive advantage & adding benefits to the supply chain in order to maximize the total value to the ultimate customer (Coyle J.J. et al, 2007).24www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maing t hng v kt thc bng vic giao hng cho khch. Trong mt s trng hp c th tip tc vi cc dch v vn ti, bo dng v cc k thut h tr khc.Dch v khch hng c coi l mt trong nhng cch thc nh cng ty c c kh nng phn bit sn phm, duy tr s trung thnh ca khch hng, tng doanh thu v li nhun. Dchv khch hngthng xuyn nh hng timi lnhvc ca mt doanh nghip qua vic cung ng s tr gip hoc phc v khch hng nhm t c s hi lng cao nht.2.1.2 Cc nhn t cu thnh dch v khch hng Dch v khch hng c cu thnh t mt s yu t c bn, cc nhn t ny nh hng n chi ph ca c ngi mua v ngi bn. y cng l cc cn c xc nh tiu chun o lng dch v khch hng a.Thi gian: Nhn t gc khch hng, thi gian l yu t quan trng cung cp li ch mong i khi khch hng imua hng, thng c o bng tnglng thigian t thi im khch hng k n t hng ti lc hng c giao hay khong thi gian b xung hng ha trong d tr. Khong thi gian ny nh hng n li ch kinh doanh ca khch hng l t chc v li ch tiu dng ca khch hng l cc c nhn. Tuy nhin ng gc ngi bn khong thi gian ny li c th hin qua chu k t hng v khng phi lc no cng thng nht vi quan nim ca ngi mua. b. tin cy: Ni ln kh nng thc hin dch v ph hp v ng thi hn ngay ln u tin. Vi mt s khch hng, hoc trong nhiu trng hp tin cy c th quan trng hn khong thi gian thc hinn hng t. tin cy thng c th hin qua mt s kha cnh.-Dao ng thi gian giao hng:trc tip nh hng ti mc hng d tr trong kho v chi ph thiu hng. Khch hng c th ti thiu ha lng hng d tr trong kho nu khong thi gian t hng c nh. Ngha l, nu bit chc chn 100% khong thi gian cung ng l 10 ngy, c th iu chnh mc hng tn kho cho ph hp vi nhu cu (vic tiu th sn phm) trung bnh trong khong thi gian 10 ngy v s khng phi d tr an ton chng li s ht hng do s dao ngthi gian giao hng.-Phn phi an ton . Phn phi an ton mt n hng l mc tiu cui cng ca bt c h thng logistics no. Nh cp trn, hot ng logistics l im kt thc ca chc nng bn hng. Khch hng khng th s dng hng ho nh mong mun nu hng ha b h hng, mt mt. Phn phi hng khng an ton c th lm pht sinh chi ph bi thng hoc chi ph hon tr li hng h hng cho ngi bn sa cha. Mt khc, n lm gim s hi lng ca khch hng khi gp nhng sn phm khng mong mun do phi tn thi gian khiu ni vch sa cha nhng sai st ny.-Sa cha n hng : tin cy cn bao gm c kha cnh thc hin cc n hng chnh xc. Khch hng c th pht hin nhng sai st trong nhng chuyn hng m h nhn c, iu ny buc h phi t li n hng hoc phi chn mua li t cc nh cung 25www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maicp khc, iu gy ra nhng tn tht v doanh s hoc mt i nhng c hi kinh doanh tim nng.c.Thng tin: L nhn t lin quan n cc hot ng giao tip, truyn tin cho khch hng v hng ha, dch v, qu trnh cung cp dch v mt cch chnh xc, nhanh chng, d hiu. Mt khc, lin quan n thu thp cc khiu ni, xut, yu cu t pha khch hng gii p, iu chnh v cung cp cc cho hng ph hp. d.S thch nghi: Thch nghi l cch ni khc v tnh linh hot ca dch v logisticstrc nhng yu cu a dng v bt thng ca khch hng. Do doanh nghip s lm khch hng hi lng hn khi c mc linh hot cao. S thch nghi i hi phi nhn ra v p ng nhng yu cu khc nhau ca khch hng bng ngun lc hu hn ca doanh nghip nn khng d dng to ra mc linh hot cao cho mi khch hng.2.1.3 Vai tr v tm quan trng ca dch v khch hngTy vo mc pht trin v tm nh hng khc nhau ti doanh nghip, dch v khch hng th hin nhng vai tr khc nhau a.Dch v khch hng nh mt hot ngMc t quan trng nht ca hu ht cc cng ty l xem xt dch v khch hng n gin l mt hot ng. Cp ny coi dch v khch hng nh mt nhim v c bit m doanh nghip phi hon thnh tho mn nhu cu khch hng. Gii quyt n hng, lp ho n, gi tr hng, yu cu bc d l nhng v d in hnh ca mc dch v ny. Khi cc hot ng dch v khch hng trong b phn logistics dng li mc hon thin cc giao dch. Phng dch v khch hng ( Call centrer) l c cu chc nng chnh i din cho mc dch v ny, nhim v c bn l gii quyt cc vn phn nn v cc khiu ni ca khch hng b.Dch v khch hng nh l thc o kt qu thc hinMc dch v ny nhn mnh vic o lng kt qu thc hin nh l t l % ca vic giao hng ng hn v y ; s lng n hng c gii quyt trong gii hn thi gian cho php. Vic xc nh cc thc o kt qu thc hin m bo rng nhng c gng trong dch v ca cng tyt c s hi lng khch hng thc s. Tp trung vo thc o kt qu thc hin dch v khch hng l rt quan trng v n cung cp phng php lng ha s thnh cng trong vic thc hin tt cc chc nng ca h thng logistics ti doanh nghip. Cc phng php ny cung cp nhng tiu chun lm thc o cho s ci tin v c bit quan trng khi mt cng ty ang c gng thc hin chng trnh ci tin lin tc.c.Dch v khch hng nh l mt trit l.Dch v khch hng nh l mt trit l co php m rng vai tr ca dch v khch hng trong mt cng ty. Mc ny nng dch v khch hng ln thnh tho thun cam kt ca cng ty nhm cung cp s tho mn cho khch hng thng qua cc dch v khch hng cao hn. Quan nim ny ny coi s cng hin dch v khch hng bao trm ton b 26www.ebookvcu.tkTiu chun dch v 100%Ebook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maicng ty v hot ng ca cng ty. Quan im ny rt ph hp vi vic coi trng qun tr s lng v cht lng hin nay ca cng ty. Tuy nhin, n ch thnh cng khi coi phn gi tr tng thmnh mc tiu ca trit l dch v khch hng.Do c v tr tip xc trc tip vi khch hng, dch v khch hng c tc ng ng k ti thi , hnh vi v thi quen mua hng ca khch v do tc ng ti doanh thu bn hng.-nh hng n thi quen mua hng ( s trung thnh) ca khch hng:Dch v khch hng ng vai tr quan trng trong vic to ra cc khch hng quen thuc vduy tr lng trung thnh ca h. Tip xc trc tip vi khch hng, dch v khch hng l hot ng ch yu tc ng ln tm l khch hng qua thi phc v, tnh chuyn nghip, nng lc p ng v s tha mn nhu cu cao. iu ny trc tip to ra s hi lng, hnh thnh nhng mi quan h cht ch lu bn v tnh cm v duy tr thi quen mua hng lp li gia khch hng vinh cung cp.Nu ta bit rng 65% doanh thu ca doanh nghip n t khch hng hin ti th ta hiu c mc v cng quan trng trong vic duy tr cc khch hng hin ti. Theo quan st, th chi ph tm kim cc khch hng mi ln gp 6 ln so vi chi ph duy tr cc khch hng quen thuc. Nh vy, xt theo quan im ti chnh, th u t vo cung cp cc dch v khch hng duy tr cc khch hng hin ti s hiu qu hn u t cho hot ng xc tin hoc hot ng pht trin khch hng khc.-nh hng n doanh s bn:Doanh thu bn hng chu nh hng bi kh nng cung cp cc mc dch v khch hng. Nhng dch v khch hng ch lm tng s hi lng ca khch hng ch khng phi l nhn t duy nht to ra doanh thu, do doanh thu khng phi l ch tiu duy nht o lng chnh xc cht lng v kt qu ca dch v khch hng, c bit l phn dch v khch hng do logistics to ra. Tuy nhin, cc kho st cho thy khch hng c thi chp nhn khc nhau vi cc mc dch v khch hng tt v trung bnh ca nh cung cp. R nt hn, h quan st c rng khi gp phi cc dch v km cht lng khch hng thng c nhng hnh ng trng pht i vi nh cung cp. Cc hnh ng ny nh hng n chi ph v li nhun ca nh cung cp. Mt kt lun cho thy, s khc nhau v dch v khch hng c th lm thay i t 5-6% doanh thu ca nh cung cp. Trong th trng cng nghip, gim 5% trnh dch v s lm mt i 24% cc thng v vi cc khch hng hin ti. Cc nghin cu ch ra mi quan h tng qut gia trnh dch v khch hng v doanh thu ti cc doanh nghip (Hnh 2. 1).

27www.ebookvcu.tkDoanh thu Vng chuyn giaoVng chuyn giaoTiu chun dch v 100%Vng ngngVng d/thu cn bin gim dnVng d/thu suy gimEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiHnh 2.1: Mi quan h gia dch v khch hng vi doanh thuS cho thy s thay i ca doanh thu khi mc dch v tng dn so vi vi i th cnh tranh c dng ng cong ch S v chia lm 3 giai on in hnh: Vng ngng, vng li sut gim dn v vng doanh thu suy gim.Bin thin ny cho thy, vic gia tng cng mt mc dch v cc giai on khc nhau s to ra nhng mc tng doanh thu khc nhau. giai on u, khi khng c dch v khch hng hoc mc dch v qu thp th doanh thu rt thp hoc bng khng. Khi dch v c tng ln tng ng vi yu cu cnhtranh th doanh thu c th tng mt cht, y l mc ngng c ch ca dch v. Khi t mc ngng ny nu doanh nghip tip tc tng mc dch v ln so vi i th cnh tranh s to ra u th khc bit cho php kch thch doanh thu tng mnh do ginh thm c t i th cnh tranh. Tuy nhin khi mc dch v tip tc tng, doanh thu vn tng nhng t l nh dn. Vng tnh t im ngng dch v n im m doanh thu gim xung c coi l vng c t sut li nhun gim dn. y l khu vc m hu ht cc doanh nghip vn hnh h thng logistics. L gii iu ny l do lc u khi mc dch v tng ln khch hng s hi lng hn v v vy a thch mua hng ha nhiu hn.Dch v tip tc tng khch hng s thng xuyn mua hng ha ca cc nh cung cp c mc dch v tt nht. Sau nu dch v vn tip tc tng th doanh thu li gim dn do li ch cn bin khch hng c hng ti mc dch v cao khng bng li nhun cn bin khi khch hng hng ti mc dch v thp hn. Ngoi ra khch hng c th mua hng t nhiu ngun v tc ng ca dch v i vi chi ph ca khch hng c xu hng gim dn khi mc dich v tng ln.Cc doanh nghip cn nghin cu tm ra cc ngng gii hn vi dch v c th ca doanh nghip mnh t xy dng chnh sch dch v khch hng nhm ti u ha s tha mn khch hng v nng cao hiu qu chi ph logistics . 2.2 Phn loi v xc nh cc ch tiu dch v khch hng2.2.1 Phn loi dch v khch hng Dch v khch hng i km vi cc sn phm chnh yu nn cng gn lin vi nhu cu ca cc nhm khch hng mc tiu ca cc sn phm ny. Vic xc nh cc nhu cu v dch v khch hng ca cc nhm khch hng mc tiu gip cho doanh nghip thit k v cung cp cc cu trc v mc dch vph hp vi nhu cu khch hng. Cu trc dch v hay chui dch v bao gm mt lot cc dch v khch hng cn thit m doanh nghip la chn v cung ng cho mi nhm khch hng trong mt giai 28www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maion nht nh. Ty thuc vo mc tiu qun l v cung cp dch v c th s dng mt s cch phn loi dch v khch hng sau:a.Theo cc giai on trong qu trnh giao dchDch v khch hng chia thnh 3 nhm: Trc, trong v sau khi bn hng. - Trc khi bn : Gm cc dch v v thng tin, gii thiu, qung co cho hng, chun b hng ha, bao b, ng gi hng ha theo yu cu ca khch hng, nhn t hng trc, k kt cc hp ng mua bn hng ha, trin lm trng by, cc hot ng ny thng to ra mi trng thun li cho giao dch c thc hin tt. - Trong khi bn: Gm cc hot ng tc ng trc tip tc ng ti qu trnh trao i sn phm vi khch hng, nh tnh ton mc d tr, dch v gii thiu, t vn, hng dn khch hng la chn hng ha, thanh ton tin hng, ng gi hng ha, la chn phng tin vn chuyn, bc xp, vn chuyn, giao nhn.- Sau khi bn: cn gi l cc dch v hu mi bao gm cc loi dch v h tr sn phm sau khi khch hng mua sn phm nh lp t hng ha ti ni khch hng yu cu, hng dn s dng thit b, vn hnh my mc, gp v cc gii php kinh t k thut trong s dng vt t hng ha, sa cha, bo dng, bn v thay th ph tng; Cc dch v gia cng, thay th, mua li hng c, i hng mi, t chc ti ch v ch bin hng ha; hi ngh khch hng; bo hnh; sa chnh.Cch phn loi ny thng thch hp vi cc doanh nghip thng mi, ni m qu trnh mua bn l hot ng chnh yu ca loi hnh ny.b.Theo mc quan trng ca dch v khch hng- Dch v khch hng chnh yu l nhm nhng dch v m doanh nghip cung cp thng xuyn cho khch hng, thng l nhng dch v m doanh nghip c u th v ngun lc v mang li nhiu li nhun cho doanh nghip. - Dch v ph l nhm nhng dch v khng c doanh nghip cung cp thng xuyn, hn ch v ngun lc, c s dng tng tnh linh hot hn l nhm vo li nhun trc mt. Kiu phn loi ny hay s dng ti cc doanh nghip sn xut nhm thch nghi cc ngun lc hu hn tp trung cho qu trnh sn xut. c.Theo c trng tnh cht- Dch v k thut (hon thin sn phm) l loi dch v i hi ngi thc hin phi c kin thc chuyn mn v tnh cht vt l, ha hc ca hng ha, hiu bit v cng dng, cch thc s dng, vn hnh cc sn phm bn cho khch hng. Bao gm: Dch v chun b hng ha, phn loi, chn lc, ghp ng b, ng gi v gi hng; dch v sa cha, tu chnh, hiu chnh, hon thin my mc thit b; dch v lp t, hng dn s dng v vn hnh ti n v s dng; Dch v thay th, phc hi ga tr s dng; Dch v kim tra k thut, xc nh cht lng k thut v c vnk thut. h tr cc dch v ny cnn cc yu t c s h tng k thut nh mt bng nh xng, my mc thit b chuyn dng, nguyn vt liu v ph tng ph hp vi c im tnh cht ca tng dch v.29www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai- Dch v t chc kinh doanh nh: dch v k gi hng ha, y thc mua bn hng ha, nhn bo qun thu hng ha, cho thu kho hng, quy hng, ca hng, cc trang thit b chuyn dng cha s dng ht cng sut, mi gii giao nhn, vn chuyn;bc d thu.- Dch v bc xp, vn chuyn v gi hng. Lin quan n vic vn chuyn hng ha n ni khch hng yu cu. thc hin cc dch v ny doanh nghip c th t chc cc n v sn xut bao b, cc x nghip vn chuyn, ng gi hng ha ph hp vi cc loi phng tin vn chuyn, t chc cc dch v giao nhn, bc xp hng ha t phng tin vn chuyn xung v cht xp hng ha ln phng tin, gi hng n ng a ch cho khch hng Ngoi ra c th phn loi dch vtheo ch th thc hin dch v (th nht, th hai, th ba) hoc theo a im thc hin dch v (Ti doanh nghip dch v hoc ti ni khch hng yu cu).Vic phn loi dch v theo cc tiu thc khc nhau cho php doanh nghip c th nhn thc c mc quan trng v v tr ca dch v trong vic tha mn nhu cu khch hng, t m c chnh sch la chn, u t v phi hp cung ng dch v khch hng ph hp.2.2.2 Cc ch tiu v phng php xc nh tiu chun dch v khch hnga.Cc ch tiu o lng dch v khch hng:Da vo mi quan h gia mc dch v khch hng v doanh thu c th nhn thy mc dch v khch hng cng cao th hi lng ca khch hng cng ln. o lng mc tha mn ca khch hng do dch v to ra, cc doanh nghip thng s dng khi nim tiu chun dch v khch hng.a1.Mc tiu chun dch v khch hng (Customer Service Standards) cho bit kh nng doanh nghip c th p ng c cc yu cu v dch v khch hng ngng gii hn no hay mang li bao nhiu % s hi lng cho khch. y l ch tiu tng qut o lng s tha mn nhu cu ca khch hng. Tiu chun dch v khch hng hay mc cht lng dch v khch hng tng hp c o lng qua mc (T l %) hi lng ca khch hng. Mc cht lng dch v ny s c lng ha qua cc ch tiu c th ty theo chui cc dch v khch hng m doanh nghip cung cp cho cc nhm khch hng mc tiu. Di y l mt s nhng ch tiuph bin a2. Tn s thiu hng (Stockout Frequency).Cho bit s ln thiu bn hng ha trong mt n v thi gian a3.T l y hng ha ( Fill Rate): Th hin qua t l phn trm hng ha thiu bn trong mt n v thi gian hoc mt n hnga4.T lhonthnh cc nhng(Orders shipped complete):Cho bit sn hng ha thnh trn tng s n hng k kt trong mt n v thi gian, thng l mt nm hoc mt qu.a5. Tc cung ng (Speed): Khang thi gian thc hin mt n t hng tnh t khi khch hng trao n t hng n khi khch hng nhn n hng.(Lead time) a6. n nh thi gian t hng( Consistency): Dao ng thi gian ca khong thi gian t hng bnh qun.30www.ebookvcu.tkCht lng dch v 100%Ebook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maia7.Tnh linh hot ( Flexibility): Cho bit kh nng thch nghi vi cc nhu cu dch v khch hng c bit v s thay i ca khch hng a8.Kh nng sa cha cc sai lch ( Malfuntion Recovery): Mc tip thu v sa chnh nhng sai st tc nghip vi khch hng mt cch nhanh chng v hiu qu. a9. tin cy dch v ( Reliability): S tin tng, uy tn ca dch v khch hng v doanh nghip i vi khch hngNgoi ra cc ch tiu v tnh thun tin ca t hng, s an ton cho hng ha nh vn chuyn hng khng gy thit hi, cc vn n chnh xc / hon ho, thc hin tr hng an ton, cung cp thng tin nhanh chng v chnh xc, thi phc v thin ch hoc kh nng nhanh chng gii quyt cc vn ny sinh cng c s dng nh gi cht lng phc vTuy nhin cc ch tiu ny rt kh c th nh gi hoc nh lng.b.Phng php xc nh tiu chun dch v khch hng. Trong thc t, doanh nghip c th s dng mt s phng php ph bin xc nh mc tiu chun dch v khch hng di yb1. Phng phpphn tch mi quan h chi ph / doanh thu ( Xc nh mc dch v ti u)Phng php ny xut pht t quan im cho rng vic gim thiu chi ph logistics l khng th thc hin c trong iu kin gia tng cht lng dch v cnh tranh nn tm kim mc dch v mang li li nhun ti a mi l mc dch v hp l.Mcdchv ny xc inh da vo phn tch mi quan h bin thin gia trnh dch v khch hng vi doanh thu v chi ph nn cn gi l phng php chi ph /doanh thu (Xem hnh 2.2). D nhn thy rng trnh dch v khch hng l kt qu ca vic thit lp cc mc hot ng logistics khc nhau vi cc mc chi ph tng ng. V c bn c th nhn thy mc dch v khch hng v tng chi ph logistics c quan h t l thun. Khi nng trnh dch v ln cc mc cao hn i hi phi tng cng chi ph logistics. Tuy nhin cc nghin cu thng k cho thy cc mi quan h ny khng tuyn tnh, m bin i theo quy lut hm s m, th ng chi ph c biu din trn trc ta cho thy rng ti cc mc cht lng dch v xp x 100% chi ph logistics l v cng ln. Do cc c hi ngy cng tr nn kh vi ti v nm bt. Mi quan h gia cc mc dch v v doanh thu cng c biu din trn th qua ng cong ch S, cho thy cc mc dch v tng dn khng phi lun tora nhng 31www.ebookvcu.tkCht lng dch v 100%Ebook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiHnh 2.2: Mi quan h gia dch v khch hng vi doanh thu v chi phmc doanh thu ln hn. Khi mc dch v t gn ti 100% doanh thu hu nh khng tng, thm ch trong mt s trng hp c th suy gim.Khi bit doanh thu v chi ph logistics tng ng ti cc mc dch v, chng ta c th xc nh c mc ti u bng cch xc nh mc dch v ti cho php doanh nghip t c li nhun ti a. Bng cch gii th, c th tm c im dch v ti u ny ti im D* .Mt khc mc dch v khch hng D* cng c xc nh qua bi ton cc tr c dng:F(x)= R(x) C(x) MaxTrong F(x) l hm li nhun; R(x) l hm doanh thu; C(x) l hm chi ph vi bin s x l mc dch v khch hng. Gii bi ton cc tr trn, gi tr tm c ca x tng ng vi gi tr ln nht ca hm li nhun s xc nhmc tiu chun dch v cn tm. C th nhn thy mc tiu chun dch v khch hng ti u trong trng hp ny khng phi l mc cht lng cao nht nhng l mc ng gp c nhiu li nhun nht cho doanh nghip da trn s cn i gia doanh thu v chi ph.b2. Phng php phn tch cc phng n chi phthay thKhng phi lc no doanh nghip cng c th xc nh c mi quan h gia doanh thu v mc tiu chun dch v logistics. Mt khc cc nh qun tr cng nhn thy rng, tng ng vi mt mc tiu chun dch v logistics c th c nhiu mc chi ph khc nhau do kh nng phi hp v trnh qun l cc hot ng logistics khc nhau.Do , trong trng hp th ny c th chn trnh dch v khch hng nh trc, sau thit k h thng logistics p ng mc dch v ny vi chi ph ti thiu. H thng ny cng cho php doanh nghip t c li nhun kh quan. thit k h thng ti u trong trng hp ny c th s dng phn tch mang tnh kinh nghim. Phn tch bao gm thay i cc nhn t to nn dch v c c cc h thng dch v c chi ph ti thiu. Nu lp li kiu phn tch ny mt s ln, c th thu c mt s phng n phi hp c chi 32www.ebookvcu.tkCht lng dch v 100%DT$LNFlogng gpli nhunD*Doanh thuChi phLi nhunEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maiph tng ng vi cc trnh dch v khc nhau. V d minh ha v cch phn tch ny c trnh by bng 2.1 Phng php ny khng ch ra cc phng n ca h thng logistics v mc dch v khch hng tng ng nh hng ra sao n doanh thu, nhng c th xc nh c mc chi ph tng thm ca mi mc dch v.Th d minh ha cho thy, ci thin trnh dch v khch hng t 85% ln 90%, chi ph logistics s tng t 7 triu $ ln 9 triu $ mi nm. Phn dch v tng thm 5% i hi phi tng thm 2 triu USD chi ph. Do vy nu nng mc dch v t 85% ln 90%th doanh thu phi tng thm v phn tng ln t nht phi b p phn chi ph logistics tng thm. Vic chn mc dch v cui cng thuc quyt nh ca nh qun tr, c tham chiu vi trnh dch v ca i th cnh tranh, kin ngi bn hng, kinh nghim, tuy nhin thng tin v chi ph ng vi cc mc dch v khch hng khc nhau s h tr c lc cho quyt nh ny. Theo cch ny, khng th m bo rng, trnh dch v c s cn i tt nht gia doanh thu v chi ph.Bng 2.1:Cc phng n chi ph v mc dch v logistics hng khc nhauNo Cc phng n thay thChi ph logistics hng nmTrnh dch v khch hng1Chuyn n hng bng th, vn chuyn ng thu, mc d tr thp5.000.000 $ 80%2Chuyn n hng bng th, vn chuyn ng st, mc d tr thp7.000.000 $ 85%3Chuyn n hng bng th, vn chuyn t, mc d tr thp9.000.000 $ 90%4Chuyn n hng bng th, vn chuyn ng st, mc d tr cao12.000.000 $ 93%5Chuyn n hng bng th, vn chuyn t, mc d tr cao15.000.000 $ 95%5Chuyn n hng bng in thoi, vn chuyn t, mc d tr cao16.000.000 $ 96%b3. Phng php u tin (phn tch ABC)C s l lun ca phng php da trn hin tng c mt s sn phm hoc mt s khch hng s mang li nhiu li nhun cho nh sn xut hn cc sn phm hoc khch hng khc. Phng php ny cho thy s cn thit phi duy tr tt mi quan h vi tp khch hng sn phmbo b vi mc dch v tng ng c th ti u ha hiu qu kinh doanh. y, phn tch ABC c dng nh mt cng c phn loi cc hot ng hoc sn phm theo mc quan trng ca chng. Bng 2.2 cho thy mt ma trn khch hng sn phm. N c dng phn loi khch hng / sn phm v nh gi cc mc ti u tnh ton cc mc u t dch v khch hng ph hpDanh mc hng A bao gm cc sn phm mang li nhiu li nhun nht, chim mt t l nh trong tng c cu hng ha; tip theo l danh mc B, C, D;sn phm trong danh mc hng D thng l t mang li li nhun nht v thng chim 80% tngc cu hng ho.Bng 2.2:Ma trn phn loi khch hng sn phm33www.ebookvcu.tkEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiKhch hng loi I l khch hng mang li nhiu li nhun nht v thng ch chim cha y t 5-10 %. Khch hng trong loi V l t em li li nhun nht bi h ch mua mt lng nh hng ho hay l h khng lm tng nhiu lm trong tng khi lng bn hng nm. Nhng loi khch hng ny chim a s trong tng khch hng ca mt cng ty .Trong ma trn trn c 20 phng n kt hp (trong thc t c th khng tn ti y cc phng n kt hp ny) S kt hp tp khch hng sn phm ti u nht c c khi sn phm loi A c bn cho tp khch hng loi I (y l ti u loi 1, mang li li nhun ln nht cho nh sn xut ). S kt hp mang tnh ti u tip theo l sn phm loi B c bn cho khch hng loi I (ti u loi 2). V c th s kt hp gia vic bn 1 sn phm loi D cho khch hng loi V s mang li t li nhun nht (ti u loi 20).Ma trn bng 2.2 c minh ho c th trong bng 2.3. Mc ti u c chia ra lm 4 mc, trong mc tt nht l t loi 1 n 5, v mc ny i hi kh nng 100% c hng trong kho v vic giao hng c thc hin trong 48h v 99% hng c chuyn l ph hp vi cc tiu chun. Mc km hiu qu nht l t 16-20. Mc ny s cung cp hng ho trong vng 120h, mc hng trong kho l90% v hng c chuyn t tiu chun l 93%.Cc v bun bn mc ti u thp, i khi cng mang li nhiu li nhun hn nh vic gim cc chi ph dch v. Mt trong nhng phng php l tr hon cc n t hng trong mt khong thi gian, v d l t th 2 t th 6 v sau gp cc n ny vo mt chuyn vn chuyn ti cc khch hng, t nh sn xut s c th tit kim c 34www.ebookvcu.tkLoi khch hngLoi sn phmA B C DI 1 2 6 10II 3 4 7 12III 5 8 13 16IV 9 14 15 19V 11 17 18 20Ebook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Maimt khon chi ph. Li nhun cng c th c nu nh sn xut tho thun c vi khch hng tr cc khon cc ph vn chuyn hoc c th cho khch hng t hng vo bt k thi im no nhng vi giao hn l s giao hng trong 1 khong thi gian tho thun no . Phng php ny thch hp vi cc doanh nghip c ph mt hng rng v cc nhm khch hng a dngPhng php ny thng c s dng ti cc doanh nghip bn l nhm xc inh ch tiu v lng ha d tr hp l, t lm tin xc nh cc ch tiu khc ca chnh sch dch v. N da vo l thuyt cho rng, li ch ch yu ca vic c sn hng d tr Bng 2.3:La chn cc mc dch v khch hng vi cc nhm khch hng sn phmMc ti uT l hng DT trong kho (%)Thi gian (gi)ttiu chun(%)1-5 100 48 996-10 97.5 72 9711-15 95 96 9516-20 90 120 93b4. Phng php da trn chi ph thiu hng d kin ( Phn ng ca khch hng khi ht hng trong kho)(hay li ch ca vic tha mn dch v khch hng) chnh l gim t l thiu hng d tr. Do ,chng ta c thtnh ton chi ph ca vic thiu hng d tr d kin qua vic s dng nhng thng tin d bo v kh nng c th xy ra vic thiu d tr. Sau , c th phn tch xc nh cc mc dch v khch hng khc nhau mt cch trc tip bng vic so snh chi ph thiu hng d kin v li ch ca vic tng doanh thu do dch v khch hng mang li.Phng php tin hnh theo trnh t sau: -Bc 1:xc nh nhng hu qu c kh nng xy ra do vic thiu hng. Thng thng bao gm 3 kh nng:t hng li - mt doanh s -mt khch hng. -Bc 2: tnh ton kt qu ca mi chi ph thit hi , sau c lng chi ph ca vic thiu hng bn. Chng hn chng ta gi nh nh sau: 70%s t hng li khi xy ra vic thiu hng, v mi n t hng li i hi khon chi ph ph thm l 60$. 20% dn ti vic mt doanh s, v chi ph do mt doanh s ny l 200$ trn li nhun bin. 10% dn ti vic mt khch hng, chi ph l 2.000$.C th tnh ton nh hng tng hp nh sau: 70% ca 60$ = 42$35www.ebookvcu.tk Ho nEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai 20% ca 200$ = 40$ 10% ca 2.000$ = 200$Tngchi ph c tnh cho mi ln thiu hng = 282$. Nu trong mt chu k d tr xut hin 10 ln thiu hng th tng chi ph thiu hng l:2.820$.-Bc 3: xc nh mc d tr hp l.2.820 $ l s tin trung bnh m cng ty c th tit kim khi ngn c ton b vic thiu hng bn, do vy cng ty ch nn tin hnh d tr ph thm mt lng hng c chi ph d tr khng ln hn 2820$. Ni cch khc lng hng mua d tr nhm chng li vic thiu hng chnm trong gii hn m ton b chi ph cho lng hng ny khng lnhn 2.820 $. 2.3 Qu trnh thc hin n t hng v cht lng dch v khch hng2.3.1 Qu trnh thc hin n hng Khi ni n vic cung cp hng ha cho khch hng u ra, chng ta s dng thut ng chu k t hng/ hoc chu k n hng. Thut ng chu k b sung c s dng trong trng hp doanh nghip mua thm hng d tr cng nh trong hot ng qun l liu u vo. V c bn, 1chu k t hng ca hng ny s l chu k b sung thm ca hng khc. n gin chng ta s dng thut ng chu k t hng trong cc tho lun v sau.Nh trn cp, dch v khch hng th hin ch yu qua cc chu k thc hin n hng.Thi gian hon thnh cc hot ng trong mt chu k t hng (order cycle) l yu t then cht quyt nh cht lng dch v khch hng. Xt t quan im khch hng, trnh dch v khch hng cao c ngha l thi gian ca mt chu k t hng phi ngn v n nh, do ci tin chu k thc hin n hng s gp phn nng cao cht lng dch v khch hng. C th xc lp mi quan h ny gia cc ch tiu cht lng dch v khch hng v kt qu thc hin n hng di y.- Cc ch tiu v dch v khch hng nh t l thc hin n hng, mc giao hng ng hn, t l cc sai lch trong giao hng th hin mc hon ho ca n hng p ng. Mc hon ho=% giao hng x% hon thnh x% li ca n hng ng hnn t hng Gi s trongthi gian l 12 thng, hot ng ca 1 dch v khch hng p ng nhu cu ca khch hng l : 90 % giao hng ng hn80 % hon thnh n t hng 70 % hng li v hngTrong trng hp ny mc p ng n t hng hon ho xt trn gc dch vkhch hng s l90%x80%x70%50%.36www.ebookvcu.tk Ho nEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai- Cc ch tiu v s lng, c cu hng ha d tr hay lng d tr hng ha c sn s nh hng n kh nng p ng n hng.V d: mt n hng yu cu 5 loi sn phm, mi loi sn phm c xc sut d tr l 0,9 th xc xut p ng n hng l:0,9 x 0,9 x 0,9 x 0,9 x0,9 = 0,59. lm r cc ni dung ca mt chu k t hng, hy theo di ng i ca mt n t hng in hnh (hnh 2.3). . Cn c vo ng i ca mt n hng trong hnh 2.3, c th chia cc tc nghip c bn trong qu trnh p ng mt n t hng thnh cc bc trong hnh 2.4, bao gm hnh thnh n hng, chuyn n t hng, xc nhn n hng, thc hin n hng, thng bo v tnh trng n hngThng tin trc tipThng tin gin tipHnh 2.3: Hnh trnh ca mt n t hngHnh thnh n t hng(order preparation) l hot ng thu thp nhng yu cu v hg ha hoc dch v ca khch hng. Vic truyn tin ny c th c khch hng hoc ngi bn in thng tin trc tip vo cc mu n t hng; in thoi trc tip cho nhn vin bn hng, hoc la chn t nhng mu n t hng trong my tnh. 37www.ebookvcu.tkChuyn n t hngKhch hng t hngNhnn hngVn chuyn hng hoGiao hngcho khch hngDanh mc hng ho sn cK hoch sn xutKim tra cng nH s danh mc hng hon t hngChng t vn ti Ho nSn xutThc hin n t hngChun b xut khoK hoch chuyn hngEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai Hnh 2.4: Qu trnh p ng n hngTruyn tin v n hng(Order transmittal) l truyn ti yu cu t hng t ni tip nhn ti ni x l n hng. C hai cch c bn chuyn n t hng.Chuyn bng sc ngil vic gi th t hng hoc nhn vin bn hng trc tip mang n t hng ti im tip nhn n t hng. Phng php ny chi ph thp nhng li rt chm. Chuyn n t hng bng phng tin in t: s dng in thoi, my vi tnh, my sao chp hoc truyn thng qua v tinh. Cch ny gip thng tin t hng c truyn ti ngay lp tc, chnh xc, ng tin cy, do ngy cng c thay th cho cch th nht.Tip nhn n hng (Order entry): Tip nhn hng l mt hot ng din ra trc khi thc hin mt n t hng. N bao gm: (1) kim tra chnh xc ca cc thng tin t hng nh m t v sn phm, s lng, gi c; (2) kim tra tnh sn c ca nhng sn phm c t hng; (3) chun b vn bn t chi n t hng, nu cn; (4) kim tra tnh trng tn dng ca khch hng; (5) sao chp li thng tin t hng; v (6) vit ha n. Nhng hot ng ny l rt cn thit bi v thng tin t hng khng phi lc no cng dng ng theo yu cu tip tc thc hin; hoc c th khng c trnh by mt cch chnh xc, hoc doanh nghip nhn thy cn phi chun b thm trc khi n t hng c thc hin. Kim tra n t hng c th thc hin mt cch th cng hoc c t ng ho.Ci tin cng ngh em li li ch ng k trong vic tip nhn n hng. M vch, my qut quang hc v my tnh lm tng nhanh nng xut lao ng v tnh chnh xc ca cc thao tc ni trn. Thc hin n hng (Order filling) gm nhng hot ng : (1) tp hp hng ha trong kho, sn xut hoc mua; (2) ng gi vn chuyn; (3) xy dng chng trnh giao hng; (4) chun b chng t vn chuyn. Nhng hot ng ny c th c thc hin song song vi vic kim tra xc nhn n hng. Thng bo v tnh trng thc hin n t hng (Order status reporting): Hot ng ny khng nh hng n tng thi gian thc hin n hng.N cam kt rng mt dch v khch hng tt c cung ng thng qua vic duy tr thng tin cho khch hng v bt c s chm tr no trong qu trnh t hng hoc giao hng. Bao gm: (1) theo di n hng trong ton b chu k t hng; (2) thng tin ti khch hng tin trnh thc hin n t hng trong ton b chu k t hng v thi gian giao hng.Theo truyn thng, chu trnh t hng ch gm nhng hot ng xy ra t thi im n hng c t ti thi im nhn bi khch hng. Nhng hot ng c bit nh t hngktipgiiquytchngsnhhngtitonbchiudichutrnht hng. 38www.ebookvcu.tkTruyn tin v n hngTip nhn n hngBo co trng thiHnh thnhn hngThc hinn hngEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiNhng hot ng pht sinh vi khch hng nh l tr li sn phm, gii quyt khiu ni, v thanh ton ha n vn ti khng phi l b phnk thut ca chu trnh t hng.2.3.2 Tc ng ca thi gian p ng n hng n cht lng dch v khch hng Xt trn gc thi gian, chu k p ng n hng hay khong thi gian thc hin n hng (Lead time) c nh ngha l khong thi gian t khi khch hng gi n t hng n khi khch hng nhn c hng ha. Cc yu t ca thi gian t hng bao gm thi gian t hng, thi giantp hp v x l n t hng, thi gian b sung d tr, thigian sn xut v thi gian giao hng. Nhng khong thi gian ny c th c kim sot trc tip hoc gin tip thng qua vic la chn v thit k cch thc chuyn n t hng, chnh sch d tr, th tc x l n t hng, phng thc vn chuyn, phng php lp k hoch. Hnh 2.5 minh ha cc khong thi gian c bn trong mt chu k thi gian t hng in hnh. Thi gian t hngph thuc vo phng thc t hng, bao gm khong thi gian m ngi bn v cc im tip nhn n hng gi li n hng trc khi chuyn n v khong thi gian m n hng c chuyn i. Cc phng thc t hng tin tin s cho php rt ngn khong thi gian ny ng kHnh 2.5: Phn tch tng thi gian p ng n hng39www.ebookvcu.tki l bn lChuyn n t hng ca KHTp hp v x l n t hngChuyn H chuyn tip ti ngun hngTp hp, x l n t hng t kho hoc nh sx nu khng cn d trGiao hngGiao hng trc tip t nh sn xutTng thi gian t hngt hngX l h, chun b h2Thi gian b sung DTThi gian giao hnga. Kim tra Hb. Chuyn H ti khoa.Chunbchngt vn chuynb.Kimtrakhnng thanh tonc. Tp hp n hng ti khot hng t nh my b sung d tra.Thigianvn chuyn t khob.Thigianvn chuyn t nh myc. Qu trnh giao hng cho khchEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai Thi gian tp hp v x l n t hng xy ra ng thi. Vic chun b chng t vn chuyn v kim tra d tr c th c thc hin trong khi hot ng tp hp n t hng ang c tin hnh. V vy tng thi gian tin hnh c hai hot ng ny khng phi l tng thi gian ring r ca mi hot ng n l.Thi gian b xung d tr : Kh nng d tr cng c nh hng n thi gian thc hin n hng, thng thng d tr ti kho s c s dng. Khi d tr trong kho khng cn, cn tin hnh b xung d tr bng cc n t hng k tip (back order) hoc tin hnh sn xut. Qu trnh chun b hng i khi rt n gin bng lao ng th cng nhng i khi cng kh phc tp v c v t ng ha cao.Thi gian vn chuyn v giao hng. Thi gian giao hng ko di t thi im hng c t trn phng tin vn ti di chuyn n thi im n c nhn v d xung ti a im ca ngi mua. N cng c th bao gm thi gian cht xp hng ha im u v d hng ha ti im cui. Vic o lng v kim sot thi gian giao hng i khi c th rt kh khi s dng dch v thu chuyn ch; tuy nhin hu ht cc hng ngy nay pht huy nng lc ca mnh cung cp cho khch hng nhng thng tin ny Tc thc hin n hng b nh hng rt ln bi cc k thut thng tin tin b nh m s, my tnh ha v truyn thng in t. Do cc cng ty thng p dng trit cc k thut ny rt ngn thi gian v nng cao cht lng dch v khch hng. Bng 2.4 di y l so snh s b c trng ca cc h thng thc hin n hng. Bng 2.4: c trng ca cc h thng thc hin n hngCp Hnh thcca h thngTc Chi ph thc hin/duy trHiuqu chnhXc1 Thc hin bng tay Chm Thp Thp Thp2Thc hin bng din thoiTrungBnhTrung bnh TtTrungbnh3Ni mng in ttrc tuynNhanhu t cao, chi ph hot ng thpRt tt Cao

n gin nht v cp thp, n hng c khch hng lp bng tay hoc nh my ri gi cho nh cung cp qua bu in. Cch ny tuy c chi ph thp, nhng tc chm, chnh xc v hiu qu khng cao. Khi in thoi xut hin, ngi tatruyn tin t hng bng in thoi, fax y l mt bc tin b, gip rt ngn ng k thi gian t hng,hnh 2.6 v 2.7 cho thy s khc bit gia hai phng thc ny.40www.ebookvcu.tkNgi muaBu inin thoiBu inB phn nhn tinNh cung cpB phn nhn n hngHo nYu cu mua hngi dinthng miEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong MaiHnh 2.6: Dng thng tin t hng theo kiu truyn thng Hnh 2.7: Dng thng tin giao dch in tKhi mng my tnh ra i cc thng tin trong qu trnh thc hin n hng oc truyn i vi mt tc gn nh tc th.Nhng ng dng v my tnh v h thng thng tin dn ti gim ng k thi gian cn thit hon thnh nhng cng vic ny . Do thi gian l yu t tc ng nhiu nht n cht lng dch v khch hng ca hot ng logistics m cn c cc bin php tc ng lm gim ngn khong thi gian ny mt cch thch hp. 41www.ebookvcu.tkGiao dch trc tipHp th ca ngi muaMy tnh ca ngi muaHp th ca nh cung cpMy tnh ca nh cung cpMng my tnh bn th baHp th nh cung cpHp th ngi muaGiao dch gin tipEbook.VCU Thu vien giao trinh dien tu cua sinh vien Thuong Mai- Trc ht l u tin x l cc n hng mang li li nhun cao hn nhm phn b cc ngun lc v thi gian, cng sc mt cch hp l.- Trong mt s trng hp cn s l ng thi cc khu c th phi hp ca nhiu n hng hoc ca cng n hng gim thi gianx l. Gp cc n hng thnh nhng nhm x l ng thi cng l mt cch c th s dng t mc tiu ny.- Tng cng tnh chnh xc ca thc hin n hng v c bit quan tm n khu x l n hng, khu ny nu c lm tt s hn ch ti a cc sai lch mc phi v lm gim thi gian thc hi n nhng sa chnh pht sinh.2.3.3 Cc qu trnh t hng c bn trong knh phn phi Phn trn cho thy ton b cc khu trong qu trnh t hng c bn, nhng n cha cho thy qu trnh t hng c tin hnh nh mt h thng c th. Di y l mt s qu trnh t hng tiu biua.Qu trnh t hng t cc nh sn xut vi quy m lnH thng t hng ny ch yu c thc hin bng sc ngi. V hnh thc, qu trnh t hng c th c t ng ha hoc bn t ng, nhng hot ng ca con ngi vn chim phn ln trong chu k t hng. Hy xem mt nh sn xut bn hng cho khch hng cng nghip thit k h thng t hng ca h nh th no.V d: Cng ty Samson - Packard chuyn sn xut cc loi dy ni, van v dy ni c bn cao s dng trong lnh vc cng nghip. Cng ty tip nhn trung bnh khong 50 n t hng mi ngy. Thi gian ca qu trnh t hng l khong 4 n 8 ngy trong tng s 15 n 25 ngy ca chu k t hng. Thi gian ca ton b chu k t hng l di, n cho php sn xut theo yu cu ca khch hng. Nhng bc c bn trong chu k t h