t H u I HC HU TRNG I HC KINH T KHOA QUN TR KINH DOANH h KHểA LUN TT NGHIP I HC h cK in NH GI H THNG KấNH PHN PHI XI MNG CA CễNG TY C PHN LONG TH TRấN A BN i TNH THA THIấN HU Sinh viờn thc hin Nguyn Th Tiờn Lp : K46A QTKDTM Niờn khúa: 2012 - 2016 Giỏo viờn hng dn Th.S Nguyn Nh Phng Anh Hu , thỏng 05 nm 2016 Li Cõm n hon thnh khúa lun tt nghip ny, em ó nhn c s giỳp , hng dn tn tỡnh ca quý thổy cụ, nh trng v c quan thc cụng ty C phổn Long Th Trc ht, em xin c gi li cõm n chồn thnh v sồu sc n Cụ Thọc s Nguyn Nh Phng Anh ó tn tỡnh hng dn, ch bõo v giỳp em sut u quỏ trỡnh nghiờn cu, thc hin ti ny Chớnh s ch bõo v gúp ý ca cụ l nn tõng em hon thnh khúa lun ca mỡnh H Em cng xin c gi li cõm n chồn thnh n Cụng ty C phổn Long Th, cõm n Ban Giỏm c, cỏc cỏn b, cỏc chỳ, cỏc cụ, cỏc anh ch phũng K hoọch, phũng h th hon thnh ti nghiờn cu ca mỡnh t Th trng ca cụng ty ó nhit tỡnh giỳp , cung cỗp cỏc thụng tin v s liu em cú in Vỡ thi gian thc cú họn v kinh nghim thc t cha cú nhiu nờn khúa lun h cK ny khụng trỏnh nhng thiu sút, mong nhn c úng gúp t quý thổy cụ v bọn bố khúa lun c hon chnh hn Cui cựng em xin chỳc quý thổy cụ di sc khe ng kớnh chỳc cỏc cụ , cỏc chỳ, cỏc anh, ch cụng ty C phổn Long Th sc khe, trn ổy nim vui, lm vic i v cụng tỏc tt, thnh cụng cụng vic v cuc sng Hu, thỏng 05 nm 2016 Sinh viờn Nguyn Th Tiờn GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip MC LC LI CM N i MC LC ii DANH MC CC T VIT TT vi DANH MC CC BNG BIU vii DANH MC CC S viii DANH MC CC BIU ix u PHN I: T VN 1.Lớ chn ti H 2.Mc tiờu nghiờn cu .2 2.1.Mc tiờu tng quỏt .2 t 2.2.Mc tiờu c th 3.i tng v phm vi nghiờn cu h 3.1.Phm vi nghiờn cu in 3.2.i tng nghiờn cu h cK 3.3.i tng iu tra 4.Phng phỏp nghiờn cu 4.1.Phng phỏp thu thp thụng tin 4.2.Quy trỡnh nghiờn cu 4.3.Phng phỏp chn mu i 4.4.Cỏc phng phỏp x lớ v phõn tớch s liu 5.B cc ti PHN II: NI DUNG V KT QU NGHIấN CU 10 CHNG 1: C S KHOA HC CA VN NGHIấN CU .10 1.1 C s lớ lun .10 1.1.1 Nhng c bn v kờnh phõn phi 10 1.1.1.1 Khỏi nim h thng kờnh phõn phi 10 1.1.1.2 Vai trũ ca h thng kờnh phõn phi 11 1.1.1.3 Chc nng ca cỏc kờnh phõn phi 12 1.1.1.4 Cỏc loi kờnh phõn phi 13 SVTH: Nguyn Th Tiờn ii GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip 1.1.1.5 Cu trỳc kờnh phõn phi 15 1.1.1.6 Cỏc dũng chy kờnh phõn phi 17 1.1.1.7 Cỏc thnh viờn kờnh phõn phi 18 1.1.2 Thit k h thng kờnh phõn phi 19 1.1.3 Cụng tỏc t chc h thng kờnh phõn phi 20 1.1.4 Qun lớ h thng kờnh phõn phi 21 1.1.4.1 Khuyn khớch cỏc thnh viờn kờnh .21 u 1.1.4.2 ỏnh giỏ hot ng ca cỏc thnh viờn kờnh .22 1.1.5 Cỏc nhõn t nh hng n h thng phõn phi 23 H 1.1.6 Cỏc mụ hỡnh liờn quan n qun tr kờnh phõn phi 27 1.1.7 xut mụ hỡnh nghiờn cu 29 t 1.2 C s thc tin 31 1.2.1 Th trng xi mng th gii giai on 2013-2015 .31 h 1.2.2 Th trng xi mng Vit Nam giai on 2014 02/2016 33 in CHNG 2: NH GI H THNG KấNH PHN PHI CA CễNG TY C h cK PHN LONG TH TRấN A BN TNH THA THIấN HU .35 2.1 Tng quan v Cụng ty C phn Long Th 35 2.1.1 Tờn v a ch 35 2.1.2 Lch s hỡnh thnh v phỏt trin 35 2.1.3 Cỏc loi sn phm 36 i 2.1.3.1 Xi mng .36 2.1.3.2 Ngúi 36 2.1.3.3 Tm lp 37 2.1.3.4 Gch 38 2.1.4 Chc nng v nhim v ca cụng ty 39 2.1.4.1 Chc nng ca cụng ty .39 2.1.4.2 Nhim v ca cụng ty .39 2.1.5 C cu t chc ca cụng ty 39 2.1.5.1 C cu b mỏy qun lớ .39 2.1.5.2.Chc nng nhim v ca tng b phn 40 SVTH: Nguyn Th Tiờn iii GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip 2.1.6 Ngun lc ca cụng ty 42 2.1.6.1 Tỡnh hỡnh lao ng 42 2.1.6.2 Tỡnh hỡnh ti sn, ngun .45 2.1.6.3 Tỡnh hỡnh hot ng sn xut kinh doanh nm 2013-2015 47 2.1.6.4 nh hng phỏt trin 48 2.2 Cỏc yu t mụi trng nh hng n kờnh phõn phi ca Cụng ty C phn Long Th 49 u 2.2.1 Mụi trng v mụ 49 2.2.1.1 Mụi trng t nhiờn 49 H 2.2.1.2 Mụi trng húa xó hi 50 2.2.1.3 Khoa hc cụng ngh .50 t 2.2.1.4 Mụi trng kinh t 51 2.2.1.5 Mụi trng chớnh tr - phỏp lut 51 h 2.2.1.6 Mụi trng quc t 52 in 2.2.2 Mụi trng vi mụ 53 h cK 2.2.2.1 Khỏch hng 53 2.2.2.2 i th cnh tranh 53 2.2.2.3 Nh cung cp .54 2.3 Phõn tớch v ỏnh giỏ hot ng kờnh phõn phi xi mng ca Cụng ty C phn Long Th .54 i 2.3.1 Cỏc loi kờnh phõn phi xi mng ca Cụng ty C phn Long Th trờn a bn tnh Tha Thiờn Hu 54 2.3.2 Cu trỳc ca kờnh phõn phi 55 2.3.3 ỏnh giỏ thc trng hot ng ca h thng kờnh phõn phi xi mng ca cụng ty C phn Long Th 56 2.4 ỏnh giỏ ca cỏc nh bỏn l v ngi tiờu dựng v kờnh phõn phi 57 2.4.1ỏnh giỏ ca cỏc nh bỏn l 57 2.4.1.1Mụ t mu 57 2.4.1.2 Phõn tớch h s Cronbachs Alpha ca 20 bin quan sỏt 59 2.4.1.3 ỏnh giỏ thang o bng phõn tớch nhõn t EFA 62 SVTH: Nguyn Th Tiờn iv GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip 2.4.1.4 Kim nh mụ hỡnh v cỏc gi thuyt nghiờn cu .68 2.4.1.5 Kim nh tớnh phõn phi chun ca cỏc nhõn t mi 73 2.4.1.6 ỏnh giỏ ca nh bỏn l i vi thnh phn thuc chớnh sỏch phõn phi .74 2.4.1.7 í kin ca nh bỏn l v nõng cao hiu qu hot ng ca kờnh phõn phi 79 2.4.2 ỏnh giỏ ca ngi tiờu dựng .80 2.4.2.1 Kho sỏt ngi tiờu dựng 80 2.4.2.2 ỏnh giỏ ca ngi tiờu dựng 82 u CHNG 3: GII PHP NHM HON THIN H THNG KấNH PHN PHI SN PHM CA CễNG TY C PHN LONG TH 84 H 3.1.Mc tiờu v nh hng phỏt trin ca Cụng ty C phn Long Th tng lai 84 3.2. xut cỏc gii phỏp 84 t 3.2.1.Gii phỏp hon thin cu trỳc kờnh phõn phi .84 3.2.2.Hon thin vic qun lớ cỏc dũng chy kờnh phõn phi 85 h 3.2.3.Hon thin cụng tỏc qun lớ kờnh phõn phi ca cụng ty .88 in 3.2.3.1.Cụng tỏc tuyn chn thnh viờn kờnh 88 h cK 3.2.3.2.Khuyn khớch thnh viờn kờnh 88 3.2.4.Gii phỏp hon thin kờnh phõn phi ca cụng ty .89 3.2.4.1.Gii phỏp nhm hon thin chớnh sỏch cung cp hng húa 89 3.2.4.2.Gii phỏp nhm hon thin chớnh sỏch bỏn hng 89 3.2.4.3.Cỏc gii phỏp khỏc 91 i PHN III: KT LUN V KIN NGH 94 1.Kt lun .94 2.Kin ngh 95 2.1.i vi tnh Tha Thiờn Hu 95 2.2.i vi cụng ty C phn Long Th .96 TI LIU THAM KHO 97 PH LC SVTH: Nguyn Th Tiờn v GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip : Cỏn b cụng nhõn viờn CP : C phn CNXH : Ch ngha xó hi DN : Doanh nghip VT : n v tớnh HQT : Hi ng qun tr L : Lao ng NK : Nhp khu PG : Phú Giỏm c SXKD : Sn xut kinh doanh VLXD : Vt liu xõy dng t h : Xut khu : T chc Thng mi th gii i h cK WTO in XK H CBCNV u DANH MC CC T VIT TT SVTH: Nguyn Th Tiờn vi GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip DANH MC BNG BIU Bng 2.1: C cu lao ng ca cụng ty giai on 2013-2015 .43 Bng 2.2 : Tỡnh hỡnh ti sn v ngun ca Cụng ty C phn Long Th cỏc nm 2013 2015 45 Bng 2.3: Kt qu hot ng sn xut kinh doanh ca Cụng ty C phn Long Th cỏc nm 2013 2015 47 Bng 2.4 : Tc tng trng kinh t(GDP) ca tnh Tha Thiờn Hu giai on 20112015 51 u Bng 2.5: tin cy Cronbachs Alpha Cung cp hng húa .60 Bng 2.6: tin cy Cronbachs Alpha Chớnh sỏch bỏn hng 60 H Bng 2.7: tin cy Cronbachs Alpha C s vt cht v trang thit b 61 Bng 2.8: tin cy Cronbachs Alpha Nghip v bỏn hng 61 t Bng 2.9: tin cy Cronbachs Alpha Quan h cỏ nhõn 62 h Bng 2.10: Kim nh KMO v Bartletts Test thang o cỏc yu t nh hng n s hi lũng ca nh bỏn l (xoay nhõn t ln 2) 63 in Bng 2.11 : Kt qu phõn tớch nhõn t cỏc yu t tỏc ng n s hi lũng 64 h cK Bng 2.12: Cỏc nhúm bin mi sau EFA v h s Cronbachs Alpha ca mi nhúm 67 Bng 2.13: H s tng qua Pearson mụ hỡnh S hi lũng 68 Bng 2.14: Kt qu túm tt mụ hỡnh S hi lũng 70 Bng 2.15: Kt qu phõn tớch hi quy a bin mụ hỡnh s hi lũng ca nh bỏn l .71 Bng 2.16: Kt lun cỏc gi thuyt mụ hỡnh s hi lũng .73 Bng 2.17: H s Skewness v h s Kurtosis ca cỏc nhõn t mi 74 i Bng 2.18: Kim nh One-Sample T test ca cỏc bin thang o Cung cp hng húa 74 Bng 2.19: Kim nh One-sample T test ca cỏc bin thang o chớnh sỏch bỏn hng .75 Bng 2.20: Kim nh One-Sample T test ca cỏc bin thang o Quan h cỏ nhõn .76 Bng 2.21: Kim nh One-Sample T test cỏc bin thang o Nghip v bỏn hng 77 Bng 2.22: Kim nh One-Sample T test cỏc bin thang o C s vt cht, trang thit b 78 Bng 2.23: S ln ngi tiờu dựng s dng sn phm xi mng nm 80 Bng 2.24: ỏnh giỏ ca ngi tiờu dựng i vi cỏc chớnh sỏch ca cụng ty .82 SVTH: Nguyn Th Tiờn vii GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip DANH MC S S 1.1: Dng kờnh phõn phi trc tip .13 S 1.2: Dng kờnh phõn phi giỏn tip 14 S 1.3: Dng kờnh phõn phi hn hp .14 S 2.1: C cu b mỏy qun lớ ca Cụng ty C phn Long Th 40 i h cK in h t H u S 2.2: Cỏc loi kờnh phõn phi xi mng ca cụng ty C phn Long Th 54 SVTH: Nguyn Th Tiờn viii GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip DANH MC BIU Biu 1.1: D bỏo sn lng tiờu th xi mng th gii .33 Biu 2.1: Biu thi gian hot ng ca cỏc nh bỏn l .58 Biu 2.2: Lớ quan trng nht quyt nh lm nh phõn phi 58 Biu 2.3: Biu doanh thu bỡnh quõn hng thỏng ca nh bỏn l 59 v sn phm xi mng .59 u Biu 2.4: í kin ca nh bỏn l v nõng cao hiu qu hot ng ca kờnh phõn phi 79 H Biu 2.5: Biu phng tin chuyn m ngi tiờu dựng chuyn hng húa 80 t Biu 2.6: Biu th hin lớ quan trng nht quyt nh mua sn phm xi i h cK in h mng Long Th .81 SVTH: Nguyn Th Tiờn ix GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip Chớnh sỏch bỏn hng Reliability Statistics Cronbach's N of Items Alpha 771 Item-Total Statistics Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted H cong ty co cac chinh sach cong ty cung cap thong tin 4.777 11.4700 ban hang kip thoi cong ty co nhieu chuong 618 691 4.959 672 673 5.099 573 717 4.580 474 787 t 11.5200 uu dai ve gia hop li u Scale Mean if h 11.4600 trinh khuyen mai in cong ty co chinh sach doi tra 11.6900 h cK hang hop li C s vt cht, trang thi t b Reliability Statistics Cronbach's N of Items i Alpha cong ty tich cuc ho tro cong cu ban hang cho cua hang cong ty tich cuc ho tro cong cu quang cao cho cua hang SVTH: Nguyn Th Tiờn 840 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted 3.5300 454 724 3.5100 495 724 107 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip Nghip v bỏn hng Reliability Statistics Cronbach's Alpha N of Items 650 Item-Total Statistics nhan vien thi truong co kien thuc ve san pham tot nhan vien thi truong cham soc ke hang tot Corrected Item- Cronbach's Alpha if Item Deleted Item Deleted Total Correlation Item Deleted 11.1500 2.694 430 581 11.0300 2.615 10.7000 3.081 dong giai quyet, xu li cac 533 334 642 460 560 498 t nhan vien thi truong chu u nhiet tinh Scale Variance if H nhan vien thi truong co thai Scale Mean if 10.8300 2.587 h cK Quan h cỏ nhõn in h thac mac Reliability Statistics Cronbach's Alpha N of Items 719 Item-Total Statistics Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted i Scale Mean if quan he giua cua hang va nhan vien thi truong cua 11.0900 2.729 475 675 11.1100 2.543 602 604 10.8000 2.667 399 725 10.9500 2.371 569 617 cong ty tot anh/chi thay thoai mai lam viec voi nhan vien thi truong cong ty thuong xuyen to chuc chuong trinh khen thuong cong ty tang qua cho cua hang vao dip le, tet SVTH: Nguyn Th Tiờn 108 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip B1.2.2 Phõn tớch nhõn t EFA Xoay nhõn t ln th nht KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .661 Approx Chi-Square df 190 Sig .000 u Bartlett's Test of Sphericity 686.898 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Cumulative Variance % Total % of Cumulative Variance % Total t Total Rotation Sums of Squared H Component Loadings % of Cumulative Variance % 3.599 17.997 17.997 3.599 17.997 17.997 3.085 15.427 15.427 2.673 13.364 31.361 2.673 13.364 31.361 2.857 14.284 29.711 2.278 11.390 42.751 2.278 42.751 2.279 11.397 41.108 1.878 9.391 52.141 1.878 9.391 52.141 2.018 10.092 51.200 1.736 8.681 60.822 1.736 8.681 60.822 1.924 9.622 60.822 968 950 805 701 10 639 11 596 12 566 13 h in 4.751 70.415 4.024 74.439 3.505 77.944 3.196 81.140 2.982 84.122 2.829 86.951 498 2.488 89.439 440 2.200 91.639 h cK 65.664 i 4.842 14 11.390 15 380 1.900 93.539 16 371 1.853 95.392 17 308 1.540 96.932 18 266 1.329 98.262 19 229 1.145 99.406 20 119 594 100.000 Extraction Method: Principal Component Analysis SVTH: Nguyn Th Tiờn 109 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip Rotated Component Matrix a Component cong ty co cac chinh sach uu dai ve gia hop li 875 san pham cua cong ty ban chay tren thi truong 790 cong ty cung cap thong tin ban hang kip thoi 787 cong ty co nhieu chuong trinh khuyen mai 710 cong ty co chinh sach doi tra hang hop li 620 803 san pham cua cong ty da dang mau ma 790 u hang hoa luon dam bao co san tai cong ty san pham cua cong ty co chat luong tot 739 699 san pham cua cong ty mang lai nhieu loi nhuan 615 t anh/chi thay thoai mai lam viec voi nhan vien thi truong cong ty tang qua cho cua hang vao dip le, tet H bao bi dong goi cua san pham dap ung yeu cau 816 809 679 cong ty thuong xuyen to chuc chuong trinh khen thuong 617 h quan he giua cua hang va nhan vien thi truong cua cong ty tot 735 nhan vien thi truong chu dong giai quyet, xu li cac thac mac 722 nhan vien thi truong co thai nhiet tinh 681 nhan vien thi truong cham soc ke hang tot 619 h cK in nhan vien thi truong co kien thuc ve san pham tot cong ty tich cuc ho tro cong cu quang cao cho cua hang 892 cong ty tich cuc ho tro cong cu ban hang cho cua hang 876 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization Rotation converged in iterations i a B1.2.3 CHY LI CRONBACHS ALPHA CHO THANG O MI Cung cp hng húa Reliability Statistics Cronbach's N of Items Alpha 791 SVTH: Nguyn Th Tiờn 110 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip Scale Mean if Item Deleted 551 759 14.0700 6.510 632 731 13.7800 7.507 592 747 14.0800 6.963 633 731 14.3000 7.828 456 786 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity df 872 805 698 11 in 4.590 70.594 4.234 74.829 3.671 78.500 619 3.258 81.758 596 3.138 84.896 537 2.828 87.724 13 483 2.544 90.267 14 391 2.056 92.324 15 377 1.982 94.306 16 359 1.891 96.197 17 271 1.424 97.621 18 236 1.241 98.862 19 216 1.138 100.000 12 h cK 3.231 2.632 2.199 1.799 1.712 968 % of Variance 17.004 13.854 11.575 9.467 9.008 5.096 i 10 Total Variance Explained Extraction Sums of Squared Loadings Cumulative Total % of Cumulative % Variance % 17.004 3.231 17.004 17.004 30.858 2.632 13.854 30.858 42.433 2.199 11.575 42.433 51.900 1.799 9.467 51.900 60.908 1.712 9.008 60.908 66.004 Initial Eigenvalues Total h Sig t Approx Chi-Square u 6.957 Xoay nhõn t ln th hai Component Cronbach's Alpha if Item Deleted 14.2500 H bao bi dong goi cua san pham dap ung yeu cau san pham cua cong ty da dang mau ma san pham cua cong ty co chat luong tot hang hoa luon dam bao co san tai cong ty san pham cua cong ty mang lai nhieu loi nhuan Item-Total Statistics Scale Variance if Corrected Item-Total Item Deleted Correlation 656 575.077 171 000 Rotation Sums of Squared Loadings Total % of Cumulative Variance % 2.857 15.037 15.037 2.539 13.364 28.401 2.264 11.915 40.316 2.017 10.615 50.931 1.896 9.977 60.908 Extraction Method: Principal Component Analysis SVTH: Nguyn Th Tiờn 111 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip Rotated Component Matrix a Component hang hoa luon dam bao co san tai cong ty 801 san pham cua cong ty da dang mau ma 788 san pham cua cong ty co chat luong tot 742 bao bi dong goi cua san pham dap ung yeu cau 700 san pham cua cong ty mang lai nhieu loi nhuan 625 824 cong ty co cac chinh sach uu dai ve gia hop li 812 u cong ty cung cap thong tin ban hang kip thoi cong ty co nhieu chuong trinh khuyen mai 750 682 anh/chi thay thoai mai lam viec voi nhan vien thi truong cong ty tang qua cho cua hang vao dip le, tet H cong ty co chinh sach doi tra hang hop li 828 811 678 cong ty thuong xuyen to chuc chuong trinh khen thuong 610 t quan he giua cua hang va nhan vien thi truong cua cong ty tot h nhan vien thi truong co kien thuc ve san pham tot 737 724 nhan vien thi truong co thai nhiet tinh 679 in nhan vien thi truong chu dong giai quyet, xu li cac thac mac nhan vien thi truong cham soc ke hang tot 619 898 cong ty tich cuc ho tro cong cu ban hang cho cua hang 886 h cK cong ty tich cuc ho tro cong cu quang cao cho cua hang Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization i a Rotation converged in iterations SVTH: Nguyn Th Tiờn 112 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip Ph lc B1.3 K t qu hi quy B1.3.1 Mi tng quan gia cỏc bi n NVBH 031 QHCN -.028 HL ** 462 039 765 762 784 000 100 100 -.088 384 100 100 -.095 347 100 -.005 962 100 100 048 638 100 133 188 100 -.147 146 100 100 ** 435 000 100 ** 418 000 100 * 199 048 100 ** 429 000 Sig (2-tailed) CSBH CSVC NVBH QHCN 100 * 206 039 100 -.030 765 100 031 762 100 -.028 784 100 -.088 384 100 -.095 347 100 048 638 100 100 100 100 100 100 ** ** * ** N 462 Pearson Correlation HL ** 435 000 Sig (2-tailed) u N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) 100 -.005 962 100 133 188 t CCHH CSVC -.030 H Pearson Correlation Correlations CCHH CSBH * 206 418 100 -.147 146 199 429 000 000 048 000 100 100 100 100 100 in h N 100 * Correlation is significant at the 0.05 level (2-tailed) ** Correlation is significant at the 0.01 level (2-tailed) h cK B1.3.2 Kim nh mụ hỡnh hi quy b Model Summary Model R 871 R Square a Adjusted R Std Error of the Square Estimate 759 747 Durbin-Watson 34656 1.747 a Predictors: (Constant), QHCN, CCHH, CSVC, NVBH, CSBH i b Dependent Variable: HL Model a ANOVA Sum of Squares df Mean Square Regression 35.650 7.130 Residual 11.290 94 120 Total 46.940 99 F 59.365 Sig .000 b a Dependent Variable: nhin chung anh/chi hai long voi chinh sach phan phoi cua cong ty b Predictors: (Constant), QHCN, CCHH, CSVC, NVBH, CSBH SVTH: Nguyn Th Tiờn 113 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip B1.3.3 K t qu phõn tớch hi quy a bi n Coefficients Model Unstandardized Coefficients B (Constant) a Standardized Coefficients Std Error t Sig Collinearity Statistics Beta Tolerance VIF -4.269 488 -8.755 000 CCHH 417 055 395 7.621 000 954 1.048 CSBH 387 051 398 7.614 000 938 1.066 CSVC 444 055 412 8.045 000 973 1.027 NVBH 377 068 286 5.564 000 969 1.032 QHCN 549 070 408 7.894 000 a Dependent Variable: HL u 958 1.044 H Ph lc B1.4 Kim nh tớnh phõn phi chun ca cỏc nhõn t mi Mean Skewness Statistic Statistic Statistic Std Error h N t Descriptive Statistics Kurtosis Statistic Std Error 100 3.5240 -1.012 241 1.638 478 CSBH 100 3.8450 -1.238 241 2.660 478 CSVC 100 3.5200 042 241 341 478 NVBH 100 3.6425 -.907 241 1.611 478 3.6625 -.581 241 999 478 h cK QHCN in CCHH 100 Valid N (listwise) 100 Ph lc B1.5 Kim nh One-Sample T test i Nhúm nhõn t Cung cp hng húa One-Sample Statistics N Mean Std Deviation Std Error Mean bao bi dong goi cua san pham dap ung yeu cau 100 3.3700 94980 09498 san pham cua cong ty da dang mau ma 100 3.5500 97830 09783 san pham cua cong ty co chat luong tot 100 3.8400 77486 07749 hang hoa luon dam bao co san tai cong ty 100 3.5400 86946 08695 san pham cua cong ty mang lai nhieu loi nhuan 100 3.3200 82731 08273 SVTH: Nguyn Th Tiờn 114 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip One-Sample Test Test Value = t df Sig (2- Mean 95% Confidence Interval of the tailed) Difference Difference Lower san pham cua cong ty da dang mau ma san pham cua cong ty co chat luong tot hang hoa luon dam bao co san tai cong ty san pham cua cong ty mang lai 000 -.63000 -.8185 -.4415 -4.600 99 000 -.45000 -.6441 -.2559 -2.065 99 042 -.16000 -.3137 -.0063 -5.291 99 000 -.46000 -.6325 -.2875 -8.219 99 000 -.68000 -.8442 -.5158 t nhieu loi nhuan -6.633 99 u ung yeu cau H bao bi dong goi cua san pham dap Upper in h Nhúm nhõn t Chớnh sỏch bỏn hng h cK One-Sample Statistics N cong ty co cac chinh sach uu dai ve gia hop li cong ty cung cap thong tin ban hang kip thoi cong ty co nhieu chuong i trinh khuyen mai cong ty co chinh sach doi tra Std Deviation Std Error Mean 100 3.8600 89916 08992 100 3.9100 80522 08052 100 3.9200 84900 08490 100 3.6900 1.09816 10982 hang hop li Mean SVTH: Nguyn Th Tiờn 115 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip One-Sample Test Test Value = t df Sig (2-tailed) Mean 95% Confidence Interval of Difference the Difference Lower sach uu dai ve gia hop li cong ty cung cap thong tin ban hang kip thoi cong ty co nhieu chuong trinh khuyen mai cong ty co chinh sach 99 123 -.14000 -.3184 0384 -1.118 99 266 -.09000 -.2498 0698 -.942 99 348 -.08000 -.2485 0885 -2.823 99 006 -.31000 -.5279 -.0921 H doi tra hang hop li -1.557 u cong ty co cac chinh Upper h t Nhúm nhõn t Quan h cỏ nhõn in One-Sample Statistics N Mean h cK quan he giua cua hang va nhan vien thi truong cua cong ty tot 100 3.5600 Std Deviation Std Error Mean 65628 06563 100 3.5400 64228 06423 cong ty thuong xuyen to chuc chuong trinh khen thuong 100 3.8500 74366 07437 cong ty tang qua cho cua hang vao dip le, tet 100 3.7000 73168 07317 i anh/chi thay thoai mai lam viec voi nhan vien thi truong SVTH: Nguyn Th Tiờn 116 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip One-Sample Test Test Value = t df Sig (2- Mean 95% Confidence Interval of tailed) Difference the Difference Lower anh/chi thay thoai mai lam viec voi nhan vien thi truong cong ty thuong xuyen to chuc chuong trinh khen thuong cong ty tang qua cho cua hang vao 000 -.44000 -.5702 -.3098 -7.162 99 000 -.46000 -.5874 -.3326 -2.017 99 046 -.15000 -.2976 -.0024 -4.100 99 000 -.30000 -.4452 -.1548 t dip le, tet -6.704 99 u thi truong cua cong ty tot H quan he giua cua hang va nhan vien Upper h Nhúm nhõn t Nghip v bỏn hng in One-Sample Statistics Mean h cK N nhan vien thi truong co thai nhiet tinh nhan vien thi truong co kien thuc ve san pham tot nhan vien thi truong cham soc ke hang tot Std Deviation Std Error Mean 100 3.4200 76779 07678 100 3.5400 74427 07443 100 3.8700 69129 06913 100 3.7400 78650 07865 nhan vien thi truong chu i dong giai quyet, xu li cac thac mac SVTH: Nguyn Th Tiờn 117 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip One-Sample Test Test Value = t df Sig (2- Mean 95% Confidence Interval of the tailed) Difference Difference Lower nhan vien thi truong co kien thuc ve san pham tot nhan vien thi truong cham soc ke hang tot nhan vien thi truong chu dong giai quyet, xu li cac thac mac -7.554 99 000 -.58000 -.7323 -.4277 -6.181 99 000 -.46000 -.6077 -.3123 -1.881 99 063 -.13000 -.2672 0072 -3.306 99 001 -.26000 -.4161 -.1039 u tinh H nhan vien thi truong co thai nhiet Upper h t Nhúm nhõn t C s vt cht v trang thi t b in One-Sample Statistics N cu ban hang cho cua hang cong ty tich cuc ho tro cong cu quang cao cho cua hang Std Deviation Std Error Mean 100 3.5100 70345 07035 100 3.5300 67353 06735 h cK cong ty tich cuc ho tro cong Mean One-Sample Test df i t cong ty tich cuc ho tro cong cu ban hang cho cua hang cong ty tich cuc ho tro cong cu quang cao cho cua hang SVTH: Nguyn Th Tiờn Test Value = Sig (2- Mean 95% Confidence Interval of the tailed) Difference Difference Lower Upper -6.966 99 000 -.49000 -.6296 -.3504 -6.978 99 000 -.47000 -.6036 -.3364 118 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip Ph lc B1.6 í ki n nh bỏn l v nõng cao hiu qu chớnh sỏch kờnh phõn phi cong ty can phai da dang hoa san pham voi nhieu mau ma moi la Frequency Percent Valid Percent Cumulative Percent 45 45.0 45.0 45.0 khong 55 55.0 55.0 100.0 Total 100 100.0 100.0 u Valid co cong ty can phai thuc hien nhieu chuong trinh khuyen mai Percent Valid Percent Cumulative H Frequency co 90 90.0 90.0 khong 10 10.0 10.0 100.0 Total 100 100.0 100.0 in h Valid 90.0 t Percent cong ty can phai ho tro chinh sach ve giam gia, uu dai Percent h cK Frequency Valid Valid Percent Cumulative Percent co 75 75.0 75.0 75.0 khong 25 25.0 25.0 100.0 Total 100 100.0 100.0 i cong ty can phai tang cuong ho tro cong cu quang cao, ban hang Valid Frequency Percent Valid Percent Cumulative Percent co 65 65.0 65.0 65.0 khong 35 35.0 35.0 100.0 Total 100 100.0 100.0 SVTH: Nguyn Th Tiờn 119 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip cong ty can phai tang cuong nhan vien ho tro ban hang Frequency Percent Valid Percent Cumulative Percent Valid co 40 40.0 40.0 40.0 khong 60 60.0 60.0 100.0 Total 100 100.0 100.0 kien nghi khac Frequency Percent Valid Percent Cumulative 3.0 3.0 3.0 khong 97 97.0 97.0 100.0 Total 100 100.0 100.0 t Valid H co u Percent Ph lc B2 Phõn tớch i vi ngi tiờu dựng in h Ph lc B2.1 S ln anh ch s dng sn phm xi mng nm so lan anh/chi su dung san pham xi mang long tho nam h cK Frequency Valid Percent Valid Percent Cumulative Percent lan 15 10.0 10.0 100.0 150 100.0 100.0 i Total SVTH: Nguyn Th Tiờn 120 GVHD: Th.S Nguyn Nh Phng Anh Khúa lun tt nghip Ph lc B2.2 Anh/ ch chuyn hng t trung gian v a im ca mỡnh bng phuong tien van chuyen Frequency Percent Valid Percent Cumulative Percent phuong tien tu co 85 56.7 56.7 56.7 xe cua trung gian 40 26.7 26.7 83.3 Valid thue 25 16.7 16.7 100.0 Total 150 100.0 100.0 Ph lc B2.3 Lớ quan trng nht n ngi tiờu dựng quy t nh chn mua sn phm xi mng Long Th Total 150 u li quan nhat quyet dinh chon mua san pham Frequency Percent Valid Percent Cumulative Percent gia ca hop li 37 24.7 24.7 24.7 ben cao 65 43.3 43.3 68.0 40 26.7 26.7 94.7 Valid ket dinh cao va nhanh khac 5.3 5.3 100.0 100.0 100.0 t H Ph lc B2.4 ỏnh giỏ ca ngi tiờu dựng (thụng qua giỏ tr trung bỡnh) Chớnh sỏch bỏn hng Chớnh sỏch toỏn Chớnh sỏch u ói h Descriptive Statistics N 150 150 150 150 150 150 150 150 150 150 150 150 150 Valid N (listwise) 150 Mean 3.7600 3.6400 3.8000 3.7600 3.7600 3.5200 3.5933 3.8133 3.4200 3.3467 3.7067 3.7400 3.4800 i h cK in giao hang day du giao hang kip thoi, nhanh chong thai cua nhan vien ban hang nhiet tinh, than thien nhan vien ban hang lam viec chuyen nghiep nhin chung anh/chi hai long ve chinh sach ban hang cua cong ty nhan vien ke toan chuyen nghiep hoa don, chung tu chinh xac cong ty cho anh/chi no tien, toan cham nhin chung anh/chi hai long voi chinh sach toan cua cong ty chinh sach chiet khau la hop li thong tin ve gia ca la ro rang chinh sach van chuyen cua cong ty la hop li nhin chung anh/chi hai long voi chinh sach uu dai cua cong ty Ph lc B2.5 Ngi tiờu dựng xut gii phỏp de xuat y kien doi voi cong ty Frequency Percent Valid Percent Valid co khong 50 100 33.3 66.7 33.3 66.7 Total 150 100.0 100.0 SVTH: Nguyn Th Tiờn Cumulative Percent 33.3 100.0 121