{"id":7632,"date":"2017-06-23T11:44:24","date_gmt":"2017-06-23T04:44:24","guid":{"rendered":"https:\/\/thitruongsi.com\/kinh-nghiem\/?p=7632"},"modified":"2017-06-26T10:51:22","modified_gmt":"2017-06-26T03:51:22","slug":"thuong-hieu-quoc-gia-va-su-vung-len-cua-cac-dn-nho","status":"publish","type":"post","link":"https:\/\/thitruongsi.com\/kinh-nghiem\/thuong-hieu-quoc-gia-va-su-vung-len-cua-cac-dn-nho\/","title":{"rendered":"Th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia v\u00e0 s\u1ef1 \u2018v\u00f9ng l\u00ean\u2019 c\u1ee7a c\u00e1c DN nh\u1ecf"},"content":{"rendered":"<p class=\"sapo\"><strong>Trong khi vai tr\u00f2 c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh \u201cTh\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia\u201d \u0111ang \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 kh\u00e1 m\u1edd nh\u1ea1t, th\u00ec s\u1ef1 v\u01b0\u01a1n l\u00ean, t\u1ef1 kh\u1eb3ng \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba (DNNVV) \u0111ang \u0111\u01b0\u1ee3c nhi\u1ec1u chuy\u00ean gia kinh t\u1ebf \u0111\u00e1nh gi\u00e1 cao.<\/strong><\/p>\n<p><strong>DN mu\u1ed1n tham gia nh\u01b0ng\u2026kh\u00f3 ti\u1ebfp c\u1eadn<\/strong><\/p>\n<p>Ch\u01b0\u01a1ng tr\u00ecnh \u201cTh\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia\u201d ra \u0111\u1eddi v\u1edbi m\u1ee5c \u0111\u00edch x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh Vi\u1ec7t Nam l\u00e0 m\u1ed9t qu\u1ed1c gia c\u00f3 uy t\u00edn v\u1ec1 h\u00e0ng ho\u00e1 v\u00e0 d\u1ecbch v\u1ee5 \u0111a d\u1ea1ng, phong ph\u00fa v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng cao nh\u1eb1m n\u00e2ng cao s\u1ee9c c\u1ea1nh tranh cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m Vi\u1ec7t Nam tr\u00ean th\u1ecb tr\u01b0\u1eddng trong n\u01b0\u1edbc v\u00e0 qu\u1ed1c t\u1ebf trong qu\u00e1 tr\u00ecnh h\u1ed9i nh\u1eadp; t\u0103ng c\u01b0\u1eddng s\u1ef1 nh\u1eadn bi\u1ebft c\u1ee7a c\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong v\u00e0 ngo\u00e0i n\u01b0\u1edbc \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m mang th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t Nam.<\/p>\n<p>Tuy nhi\u00ean, theo \u00f4ng \u0110\u1ed7 Kim Lang, Ph\u00f3 C\u1ee5c tr\u01b0\u1edfng C\u1ee5c X\u00fac ti\u1ebfn Th\u01b0\u01a1ng m\u1ea1i (B\u1ed9 C\u00f4ng Th\u01b0\u01a1ng), hi\u1ec7n nay, 97% DN Vi\u1ec7t l\u00e0 DNNVV, c\u00f9ng v\u1edbi \u0111\u00f3, trong b\u1ed1i c\u1ea3nh h\u1ed9i nh\u1eadp c\u1ea1nh tranh gay g\u1eaft, vi\u1ec7c l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c c\u00e1c DN \u0111\u1ea1t th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia l\u00e0 kh\u00f4ng d\u1ec5 d\u00e0ng. B\u1eb1ng ch\u1ee9ng cho th\u1ea5y, qua c\u00e1c n\u0103m, vi\u1ec7c theo \u0111u\u1ed5i c\u00e1c gi\u00e1 tr\u1ecb \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u201cth\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia\u201d r\u1ea5t kh\u00f3 kh\u0103n.<\/p>\n<p>C\u1ee5 th\u1ec3 h\u01a1n, \u00f4ng Lang cho bi\u1ebft, hi\u1ec7n nay nhi\u1ec1u n\u01b0\u1edbc tr\u00ean th\u1ebf gi\u1edbi ch\u1ec9 h\u01b0\u1edbng t\u1edbi m\u1ed9t ho\u1eb7c hai gi\u00e1 tr\u1ecb, nh\u01b0ng Vi\u1ec7t Nam \u0111ang \u201c\u00f4m \u0111\u1ed3m\u201d qu\u00e1 nhi\u1ec1u. \u0110\u1eb7c bi\u1ec7t \u1edf ti\u00eau ch\u00ed x\u00e9t ch\u1ecdn DN, v\u00ec c\u00f3 3 gi\u00e1 tr\u1ecb, n\u00ean h\u1ec7 th\u1ed1ng ti\u00eau ch\u00ed kh\u00e1 r\u1ed9ng, ch\u01b0a k\u1ec3 t\u00ednh ch\u1eb7t ch\u1ebd, d\u1eabn t\u1edbi kh\u00e1 nhi\u1ec1u DN mu\u1ed1n tham gia ch\u01b0\u01a1ng tr\u00ecnh nh\u01b0ng khi nh\u00ecn th\u1ea5y ti\u00eau ch\u00ed r\u1ea5t kh\u00f3 ti\u1ebfp c\u1eadn. Ngay c\u1ea3 H\u00e3ng h\u00e0ng kh\u00f4ng qu\u1ed1c gia Vi\u1ec7t Nam (Vietnam Airlines), m\u1ed9t doanh nghi\u1ec7p t\u00ean tu\u1ed5i c\u1ee7a Vi\u1ec7t Nam, c\u0169ng ch\u1ec9 c\u00f3 1 l\u1ea7n v\u00e0o danh s\u00e1ch Th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia (n\u0103m 2010) trong khi ch\u01b0\u01a1ng tr\u00ecnh n\u00e0y \u0111\u00e3 c\u00f3 5 l\u1ea7n vinh danh.<\/p>\n<p>\u201cPh\u1ea3i ch\u0103ng nguy\u00ean nh\u00e2n l\u00e0 do h\u1ec7 th\u1ed1ng ti\u00eau ch\u00ed l\u00e0m DN kh\u00f3 t\u1ef1 tin v\u00e0 kh\u00f4ng tham gia?\u201d, \u00f4ng \u0110\u1ed7 Kim Lang chia s\u1ebb.<\/p>\n<p>Th\u00f4ng tin th\u00eam, \u00f4ng Lang cho bi\u1ebft, m\u1eb7c d\u00f9 c\u00e1c \u201c\u00f4ng l\u1edbn\u201d kh\u00f3 l\u00e0m \u0111\u01b0\u1ee3c, nh\u01b0ng c\u00e1c DN v\u1eeba l\u1ea1i th\u00e0nh c\u00f4ng. Chuy\u1ec7n DN l\u1edbn kh\u00f4ng th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c, ng\u1ea7n ng\u1ea1i tham gia, trong khi DN quy m\u00f4 v\u1eeba tham gia d\u1ec5 d\u00e0ng h\u01a1n, do v\u1eady, c\u1ea7n xem x\u00e9t l\u1ea1i c\u00e1c ti\u00eau ch\u00ed cho ph\u00f9 h\u1ee3p v\u1edbi DN.<\/p>\n<p><strong>S\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c DN nh\u1ecf<\/strong><\/p>\n<p>L\u00e0 qu\u1ed1c gia s\u1ea3n xu\u1ea5t tr\u00e0 l\u1edbn th\u1ee9 7 v\u00e0 x\u1ebfp \u1edf v\u1ecb tr\u00ed th\u1ee9 9 v\u1ec1 xu\u1ea5t kh\u1ea9u tr\u00e0, nh\u01b0ng Vi\u1ec7t Nam l\u1ea1i ch\u01b0a \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn l\u00e0 n\u01b0\u1edbc s\u1ea3n xu\u1ea5t v\u00e0 xu\u1ea5t kh\u1ea9u tr\u00e0 l\u1edbn tr\u00ean th\u1ebf gi\u1edbi. Nguy\u00ean nh\u00e2n l\u00e0 do s\u1ea3n ph\u1ea9m tr\u00e0 c\u1ee7a Vi\u1ec7t Nam ch\u01b0a quan t\u00e2m t\u1edbi x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>Trong khi \u0111\u00f3, m\u1edbi ra m\u1eaft n\u0103m 2012, th\u01b0\u01a1ng hi\u1ec7u b\u1ed9t gi\u1eb7t n\u1ed9i \u0111\u1ecba Aba l\u1ea1i l\u00e0 m\u1ed9t v\u00ed d\u1ee5 c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng.<\/p>\n<p>Aba ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u t\u1eeb khu v\u1ef1c \u0110\u00f4ng Nam B\u1ed9 v\u00e0 \u0110BSCL, sau \u0111\u00f3 \u201ct\u1ea5n c\u00f4ng\u201d v\u00f9ng n\u00f4ng th\u00f4n B\u1eafc Trung B\u1ed9, t\u1eadp trung v\u00e0o v\u00f9ng T\u00e2y B\u1eafc v\u00e0 \u0110\u00f4ng B\u1eafc. Sau 5 n\u0103m c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng, Aba hi\u1ec7n \u0111ang l\u00e0 \u0111\u1ed1i th\u1ee7 n\u1eb7ng k\u00fd nh\u1ea5t v\u1edbi th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u1ea7u l\u00e0 Omo &#8211; s\u1ea3n ph\u1ea9m c\u1ee7a t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia Unilever.<\/p>\n<p>T\u01b0\u01a1ng t\u1ef1, s\u1eefa M\u1ed9c Ch\u00e2u, s\u1eefa Dutch Lady, n\u01b0\u1edbc u\u1ed1ng \u0111\u00f3ng chai Number One hay b\u00e1nh Cosy\u2026 c\u0169ng nhanh ch\u00f3ng gia t\u0103ng \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n nh\u1edd chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ph\u00f9 h\u1ee3p.<\/p>\n<p>C\u1ee5 th\u1ec3, s\u1eefa M\u1ed9c Ch\u00e2u, s\u1eefa Dutch Lady ch\u1ecdn th\u1ecb tr\u01b0\u1eddng n\u00f4ng th\u00f4n v\u00e0 b\u00e1n v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, trong khi Number One v\u00e0 Cosy l\u1ea1i ch\u1ecdn c\u00e1ch thay \u0111\u1ed5i m\u1eabu m\u00e3.<\/p>\n<p>Theo chuy\u00ean gia th\u01b0\u01a1ng hi\u1ec7u Nguy\u1ec5n Qu\u1ed1c Th\u1ecbnh (\u0110\u1ea1i h\u1ecdc Th\u01b0\u01a1ng m\u1ea1i), ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i kh\u00f4ng ch\u1ec9 k\u1ef3 v\u1ecdng v\u00e0o gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m, m\u00e0 h\u1ecd c\u00f2n mong mu\u1ed1n c\u00f3 \u0111\u01b0\u1ee3c c\u00e1c gi\u00e1 tr\u1ecb kh\u00e1c nh\u01b0 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, t\u00f4n tr\u1ecdng quy\u1ec1n s\u1edf h\u1eefu tr\u00ed tu\u1ec7&#8230; S\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u00f2i h\u1ecfi n\u00e0y s\u1ebd d\u1ec5 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u h\u01a1n.<\/p>\n<p>B\u00e0 \u0110\u1eb7ng Th\u00fay H\u00e0, Gi\u00e1m \u0111\u1ed1c b\u1ed9 ph\u1eadn nghi\u00ean c\u1ee9u h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0110\u1ea1i di\u1ec7n c\u1ee7a c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng Nelsen Vi\u1ec7t Nam khu v\u1ef1c ph\u00eda b\u1eafc th\u1eeba nh\u1eadn, m\u1ed9t s\u1ed1 DN l\u1edbn \u1edf l\u0129nh v\u1ef1c h\u00e0ng ti\u00eau d\u00f9ng nhanh, n\u01b0\u1edbc gi\u1ea3i kh\u00e1t\u2026 \u0111ang b\u1ecb \u0111e d\u1ecda b\u1edfi c\u00e1c DN nh\u1ecf. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang c\u00f3 xu h\u01b0\u1edbng l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m cao c\u1ea5p, nh\u01b0ng kh\u00f4ng ph\u1ea3i d\u00f2ng xa x\u1ec9 m\u00e0 ch\u1ec9 \u1edf m\u1ee9c tr\u00ean trung b\u00ecnh.<\/p>\n<p>Nghi\u00ean c\u1ee9u c\u1ee7a Nelsen cho bi\u1ebft, b\u00ean c\u1ea1nh s\u1ef1 v\u01b0\u01a1n l\u00ean m\u1ea1nh m\u1ebd c\u1ee7a c\u00e1c DN nh\u1ecf, Vi\u1ec7t Nam c\u0169ng c\u00f3 11 th\u01b0\u01a1ng hi\u1ec7u l\u1edbn l\u1ecdt top 1.000 th\u01b0\u01a1ng hi\u1ec7u l\u1edbn c\u1ee7a ch\u00e2u \u00c1 n\u0103m 2016, bao g\u1ed3m: VietJet Air, Viettel, Petrolimex, Vinamilk, H\u1ea3o H\u1ea3o, Chin su, Trung Nguy\u00ean, Vietnam Airline, MobiFone, Vietcombank v\u00e0 P\/S.<\/p>\n<p>Ngo\u00e0i ra, m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c c\u1ee7a Vi\u1ec7t Nam c\u0169ng kh\u00e1 n\u1ed5i ti\u1ebfng, \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin t\u01b0\u1edfng l\u00e0: Vingroup, Biti\u2019s, Novaland\u2026<\/p>\n<p class=\"p-source source2\" style=\"text-align: right;\"><strong>Chinhphu.vn<\/strong><\/p>\n<p id=\"ContentPlaceHolder1_ContentPlaceHolder1_ctl00_ctrDetail_divtinlienquan\" class=\"relationnews\"><strong>\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trong khi vai tr\u00f2 c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh \u201cTh\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia\u201d \u0111ang \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 kh\u00e1 m\u1edd nh\u1ea1t, th\u00ec s\u1ef1 v\u01b0\u01a1n l\u00ean, t\u1ef1 kh\u1eb3ng \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba (DNNVV) \u0111ang \u0111\u01b0\u1ee3c nhi\u1ec1u chuy\u00ean gia kinh t\u1ebf \u0111\u00e1nh gi\u00e1 cao. DN mu\u1ed1n tham gia nh\u01b0ng\u2026kh\u00f3 ti\u1ebfp c\u1eadn Ch\u01b0\u01a1ng tr\u00ecnh  &#8230;<\/p>\n","protected":false},"author":4,"featured_media":7633,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,52],"tags":[],"class_list":["post-7632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-le","category-thi-truong-ban-le"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia v\u00e0 s\u1ef1 \u2018v\u00f9ng l\u00ean\u2019 c\u1ee7a c\u00e1c DN nh\u1ecf - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/thuong-hieu-quoc-gia-va-su-vung-len-cua-cac-dn-nho\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia v\u00e0 s\u1ef1 \u2018v\u00f9ng l\u00ean\u2019 c\u1ee7a c\u00e1c DN nh\u1ecf - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog\" \/>\n<meta property=\"og:description\" content=\"Trong khi vai tr\u00f2 c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh \u201cTh\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c gia\u201d \u0111ang \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 kh\u00e1 m\u1edd nh\u1ea1t, th\u00ec s\u1ef1 v\u01b0\u01a1n l\u00ean, t\u1ef1 kh\u1eb3ng \u0111\u1ecbnh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba (DNNVV) \u0111ang \u0111\u01b0\u1ee3c nhi\u1ec1u chuy\u00ean gia kinh t\u1ebf \u0111\u00e1nh gi\u00e1 cao. 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