KCCH Tg' TA QUIN IX DAMN GIA NANG LL/C CANH TRANH HIEN TH| MOT SO CHUOi CL/A HANG AN NHANH TREN D!ABAN HANOI BANG PHUONG PHAP FUZZY TOPSIS D6"Th| Blnh Trudng Dai hpc ThUdng mai Email: binhdt@gmail.com Ngaynh$n: 09/12/2013 Ngay nh$n lai- 25/12/2013 Maso. 64+65.1BMkt.22 V 6i mde tang trudng 26 - 30% mdi nam, thj trudng thdc an nhanh dang trd thanh nganh ed toe dd tang trudng eao va on dinh trong cac nganh hang tieu dung thuc pham hien nay tai Viet Nam. Tuyen bo bat tay vdi dd'i tae Good Day Hospitality trong viec nhugng quyen thuang hi$u va se md cda hang dau tien vaa nam 2014 cda McDonals cang chdng td tinh ha'p dan cua thi trudng thdc an nhanh Vidt Nam sau hdi nhdp. Qua vide chon 3 chuoi eda hang an nhanh cd td'c do phat trien cao va pho bten nhat vdi ngudi tieu dung Ha Ndi de danh gia nang luc canh tranh hien thi, bai nghien cOu da ehi ra rang, theo danh gia cua ngudi tieu dung, KFC la chuol cda hang an nhanh cd nang lUe eanh tranh hien thi ddng dau. tid'p theo dd la BBQ Chicken va cudi cung la Lotteria. Ngoai ra, khi danh gia nang lUc eanh tranh hie'n thi cda chuoi eda hang an nhanh tat Ha Ndi, tam quan trgng cua cac lieu chi danh gia dUOc xep hang lan lugt td tren xud'ng dUdi nhu saw Dia diem cda hdng d trung t§m, Thuang hidu eua chuol cda hang, Gia ca, Nhieu chuang trinh khuye'n mai, Chuoi cda hang rdng khap, Khdng gian cOa hang dep, Cho'ngoi thoai mai. Su da dang cua dd an, Mui vi cua do an, Sy than thidn cua nhan vien cda hang, Td'c dd phuc vu nhanh chdng va cud'i eung la Nhieu dich vu gia tang. Tit khoa nang luc canh tranh, chuoi eda hang an nhanh, phuang phap fuzzy topsis 1. Mdt so ly lu§n trong danh gia nang lyc canh Mdt la, nang luc canh Iranh ciia doanh nghiep tranh hien th| chuoi ciira hang an nhanh tren dja la kha ndng duy tri va md rpng thi phan, thu tdi ban Ha Ndi nhudn ciia doanh nghiep. Day Id each quan niem 1 1. Nang lgc canh tranh va nang luc canh kha pho bien hien nay, theo do nang lyc cgnh tTBnh hien thi tranh la kha ndng tieu thy hang hda, dich vu so vdi Cd nhieu each tiep cdn ve nang lyc canh tranh ddi thu vd kha nang "thu Ipi" ciia cac doanh cua doanh nghidp, dang chii y nhat la cac hudng nghiep. Quan mem ndy cd the' gdp trong cdc cdng liep cdn sau trinh nghien cilu cua Mehra (1998), Ramasamy Jtiioa tiQC So 64"+65/2014 ''^ ^'"'"^"B ™?' " KEVH TE VA ftUAIV LY (1995), Buckley (1991), Schealbach (1989). Hgn che trong each quan niem nay !a chua bao ham cac phuang thdc, chua phan anh mpt each bao quat ndng tUc kinh doanh ciia doanh nghiep. Hai la. nang lUc canh tranh cua doanh nghiep la kha nang chong chiu trudc sy tan cdng ciia doanh nghiep khac, Chd'ng han, Hdi ddng Chinh sach nang tuc ciia My dua ra djnh nghia: nang tuc canh tranh la nang luc kinh te ve hang hda va dich vu tren thj trudng the gidi, Uy ban Quoc gia ve Hpp tac Kinh te Quoc te (CIEM) cho rang; nang tuc canh tranh la nang tyc ciia mpt doanh nghiep "khdng bj doanh nghiep khac danh bai ve nang lyc kinh te". Quan mem ve nang lUc canh tranh nhu vdy mang tfnh cha't dinh tinh, khd cd the djnh tUdng Ba la, nang tUc canh tranh ddng nghTa vdi duy tri va ndng cao tdi the canh tranh, Theo quan diem ciia GS.TS. Nguyen Bach', nang lUc canh tranh ciia doanh nghiep dupc hie'u la viec tich hop cac kha nang va nguon noi iye de duy tri va phat trie'n thj phan, tpi nhuan va dinh vi nhQng Uu the canh tranh cua san pha'm trong mdi lien he vdi ddi thii canh tranh true tiep va tiem tang tren mdt thj trudng myc tieu xac dinh De danh gia nang lyc cgnh tranh ciia mot doanh nghiep, ngudi ta thudng SL/ dung nhQng tieu chf cd the' tupng hda trong tUdng quan so sanh vdi ddi thii cgnh tranh Viec nghien ciiu cac tieu chi nay tap trung tren 2 ITnh vuc hoat dong chinh la (1) nang tyc canh tranh phi marketing va (2) nang lyc cgnh tranh marketing, Trong dd, nang tUc canh tranh phi marketing con dUdc goi la nang lyc cgnh tranh ngudn, thudng dupc tao lap bdi nhOng yeu td npi tgi cua doanh nghiep nhU: nang lyc tai chfnh, quan trj lanh dgo, nang tuc san xud't Nang tuc canh tranh market- ing la nhQng nang luc canh tranh hie'n thi ciia doanh nghiep. Nang tyc nay dUpc hien thi trdn thj trudng qua cac nd" lUc marketing ciia doanh nghiep va dupc khach hang danh gia. 1.2. Cac nhan tosd dung dedanh gia nang lac canh tranh hien thj chuoi cda hang an nhanh ten dfa ban Ha Ndi Nang lyc canh tranh hie'n thj la nang tuc canh tranh marketing ciia doanh nghiep dUdc hie'n thj tren thj trUdng qua danh gia cua khach hang, Vdi quan die'm dd, de danh gia nang lUc canh tranh hien thj ciia 3 chudi cQa hang an nhanh duoc chon lua, tac gia tien hanh tong hpp cac nghien cUu trudc ve cac nhan td danh gia nang tuc canh tranh hie'n thi cua nha hang an nhanh tU phfa khach hang. Theo Kivela (1997) va mpt nghien cUu ciia Quick Track (2003), cac nhan td can thiet de' danh gia nang tUc canh tranh hien thi ciia mpt nha hang la chd't tUdng va su da dang cua dd an. Ben canh nhQng nhdn to dd. khach hang cting thich chpn nhOng nha hang cd djch vu nhanh, mui vi thUc an ngon, sy sach se ciia cifa hang, sy chfnh xac, nhiet dd cua dd an, chat tUdng nguyen lieu, tdc dfl phuc vy, sy than thien cua nhan vien, vj trf thuan tien ciia cUa hang, su da dang trong thuc ddn,,,. (Quick Track, 2003), Ca phu nO va dan dng deu bj cac cifa hang an nhanh hap dan. tuy nhien nhQng suy xet ve cac nhan td trong each chon nha hang ciia hp la khac nhau, Trong mot bai nghien cUu nam 2009, /^ziz va Bukhari (2009) da tdp trung phan tfch sU anh hUdng ciia cac nhan to: gia ca, cha't lupng d& an, chat tupng dich vu, each ddng gdi, su tUdi mdi ciia dd an, thdi gian chuye'n dd an, sU da dgng cita do an. thdi gian md cOa phyc vy ciia cifa hang, thupng hieu, khdng gian nha hang. VI tri nha hang va sU cpng tac ciia nhan vien den nang tyc canh tranh ciia nhOng nha hang chuyen 1, Khoa NguyeTi Bach Khoa (2006), PhUdng phap luan xac djnh nang luc canh tranh va' hdi nhdp kinh t^ doanh nghiep, Tap chi Khoa hoc ThUdng tvlai khoa iiDc . 18 thddng mai' So 64 + 65/2014 KOIH Tfe' vA QUAUT M ve dd an nhanh. Nghien cilu chi ra rang. Dan dng b| hap dan bdi mdl ciia hang do an nhanh do cac nhan to nhu: su cpng lac ciia nhdn vien, d|ch vu cua nha hang, mui vi cua thdc an, gia ca va Ihdi gian md cila phyc vy ciia nha hang; trong khi phu nQ tgi quyel djnh bdi cdc nhan to nhU thUdng hieu, v| tri nha hdng, chat lUpng ciia dd an va each IhUc ddng gdi IhUc an (Aziz va Bukhari, 2009) De' tim ra cac nhan Id can thiet trong danh gia nang luc canh tranh hi^n th| ciia chudi cifa hang an nhanh dudi each tiep cdn tU phia ngudi tieu dimg, tac gia td'ng hdp nghien cUu cua cac hoc gia nudc ngodi IQ nam 1997 cho den nay ve van de nay. Ket hpp vdi cac nghien cUu chuyen sau ve dd an nhanh tren thi trudng Viet Nam (W&S market research, 2012), tac gia quyel dmh lUa chpn 12 lieu chi de' danh gia nang lUc canh tranh mot sd chudi CLfa hang an nhanh trong nghien eUu ciia minh Cac nhan td ndy dupc tdng hdp trong bang 1 dudi day. 1.3, Phuang phap Fuzzy TOPSIS Ra quyet djnh khi cd da nhan to anh hudng (MADM_Multiple Attribute Decision Making) thudng dUdc sQ dung trong hang loat cac trudng hdp ddi hdi ngudi ra quyet dmh phai danh gia, xep loai ve mdt dmh tinh va/hodc dmh IUdng de xac dmh hieu qua hogt ddng ciia tUng Ung vien vdi nhieu tieu chi danh gia va do nhieu chuyen gia cho y kien danh gia. Dd la qua trinh lim kiem lua chon tdt nhat trong cdc Ung vien. Ddnh gid vd ra quyet djnh phu thupc vao y kien chii quan eiia mdi ca nhan va thudng khdng the' dieh dgt chinh xdc bang cac gia tn mang tinh so hda, cu the nen thudng mang tfnh khdng rd rdng va map md. Do dd, vide Ung dung cdc khai mem sd fuzzy (sd md) trong cac trudng hpp ra quyet dinh khi cd da nhdn td anh hudng la kha pho bien Irong nhieu ITnh vyc. TOPSIS - Technique for Order Preference by Similarity to an Ideal Solution (Ky thuat xep logi Ung vien theo tinh tUdng ddng vdi giai phap ly Bang 1 Td'ng hgp cdc nhan td'danh gia nang luc canh tranh hie'n thi cua nha hang an nhanh to tie'p edn cua khach hang Cac nhan to Neuon Cl Su <Ja daiia cua do iin C2 Mui \ I cua do an C3 Gidca Cf Nhicu chuong trinh kliuycii mai C5 Dia diem cua hong thuan loi 06 Chuoi cua hang rong kJiap 07 Cho ngoi thoai mai C S Khong gian cua hang dep 09 Toe do phuc \-u nhanli chong CIO Nhieu dich \-u gia ting Oil Su than thien cua nlian vien ciia hang 012 Thuong hieu cua chuoi cua hang ; VJtmW l.iu .ii.d Lii (,jij,k l"i.i.ki?'-'::j \ii.li i-^-<iii .111(1 .MirsslH C'IMK.,. / ,p.;.l,^;.ndl'-: C,?in;iiKil*rybul k( ''"'I // «/ C^iXU) \ii.],.^-j.n :in«i \1. ^.IxTK (21XM). t/n;;in<t I', ^l.lllok 1,'Oi^i). (;.i\.il ami Siii«h t.'X*lV). (.ilN i i /•/ «/ t 'i •oil, Zi»pi;ili^ .iTiii iYiliU i:5Kr, I (•.oy;il;iii.lSiii);Ii ( ?i<i.'i. (^iick Tnick i '"<i-:i '/ ,\,:.,u ami IVihw (:^>i)7i (',<•• i\ and Sin«h I'l"!?!, ftukh-'in .uid .\yi/ i:^>fi.\t. tjiiu k Tniik l.^n\-,). Sif\v;iri -ind D.ivi-^ (•'•••) Kiikli.iri .Hid X !/ r'i'C-'i K.ii,w7«/ ll"i-,) IVaUi (I'riM .\n(liTs i.n and M.is sUv ;• C^'iJ) tj.ii .uiti i'rjbuiok C'-'ft, t;.,v a! and Siti>:l. i-•'",' ( ,\\\H-\\ . t u! r.^"() ,\n<l.i-^-^.ii and \I U rj; <i!*»<M). tjin and E'ryhiil.ik (ioc'i. (iiltxTt ft nl 121-ll) tj.M .Hid l»o'l'iiU-k C-^r*! {;.iva! and suv h (LtxiVi, nukli.iM ami .\/iz ^•'l•'^J. Quiik Trin-k l-JitM). .\IKKTV-JIII and MII-^-IHTK I ^"<»I) (Jin .md ri\liiii).k i i*"-'). (n.yiit and Sm}^i f i-i. i K ini It ul \\-n\) IlilM tlQC So 64+ 65/2014 'thddng'mal is Kimi TE VA ^ASe I,T tudng) la mdt trong nhQng phUdng phap ra quyet dinh khi cd da nhan td anh hUdng cd die'n va noi tieng, Ung dung trong mdi trudng fuzzy (moi trudng cd nhieu bien ddi, khong rd rdng), dUdc phat tnen dau tien bdi Hwang va Yoon vdo ndm 1981 (Hvi/ang va Yoon, 1981), Ky thudt nay xem xet mot vd'n de khi cd da nhdn to anh hudng vdi m Ung vien can duac xep logi dya Iren n lieu chi va dupc danh gia bdi k chuyen gia, dUa tren khai niem ea ban ia: Ung vien dupc chpn lya khdng nhOng phai cd khoang each ngan nhat tdi giai phap li' tudng duang ma cdn phai cd khoang each xa nhat tdi giai phap ly tudng dm (Hwang va Yoon, 1981, Wang va Chang, 2007; Wu. Tseng va Chen, 2009; .) Ong dung TOPSIS dac bidt phu hdp trong viec giai quyet cac van de ra quyet djnh theo nhdm trong bdi canh mdi trUdng bie'n dd'i va co the' dupc dieh giai bdi cac budc dupe toan hpc hda (Wang vd Zhang, 2005) nhu sau: Budc 1: Xac djnh tam quan trong ciia cac tieu chi danh gia Tam quan trong cua cac tieu chi danh gia phai la cac bien bie'u dien dudi dgng phi sd (lin- guistic variables), Vi du: Kem, hdi kem, trung binh, kha, td't, Budc 2: Xay dyng ma trdn ra quyet djnh bien thien va lya chpn cac bien phi so phu hop cho cac Ung vien tuang thich vdi cac tieu chi danh gid. c, c, c„ xem xet; C-i,C2, . ,0^ la cac tieu chf can danh gia; x'' bieu hien xep loai ciia Ung vien A, khi xem xet tieu chi danh gia Ci va dUdc danh gia bdi k chuyen gia, ddng thdi Jy = (^,,, b,j. c,,) Budc 3: Binh IhUdng hoa ma tran ra quyet dmh bien thien Cae dQ lieu khao sat thd dUdc binh thudng hda de loai bd dp lech do cac each do ludng va khung do ludng khac nhau trong giai quyel cac van de MCDM. Trong nghien cUu nay, cac dO lieu dupc binh thudng hda de dam bao luan Ihii quy tac sd bien thien trong khoang [0, 1], nguyen tac ve so fuzzy. Ma trgn ra quyet dmh bien thien dupc binh thudng hda bdi R va dupc tinh toan theo cdng thUc: R - li.l;,;.,,. '" 1.2 Ill: j - 1.2. . .n (2) Sau dd qua Irinh binh thudng hda dUdc thuc hien nhu sau: 'cij^ bji_ (^ .^': '<•': '<•'< ''<! maxc,, = 1,2 m; i = l2. Budc 4: Xay dyng ma trgn ra quyet djnh bien thien binh thudng hda cd trong so Xem xet tam quan trpng khac nhau cila cac tieu chi can danh gia, ma trdn ra quyet dmh bien thien binh thudng hda cd trong sd dUdc xay dung bang each nhan tam quan trong cua cac lieu chi danh gia vdi nhQng gia tri Ihu dUdc Irong budc binh Ihudng hda ma tran ra quyet dinh bien thien, Cg the' ta: ill I -{X,j +X,j + + X,,) Trong dd A.^, A2, • • ., A^ la cac Ung vien can chi danh gia Cj V |i'X „. I- 1,2, ,m, J 1,2 .(I (3) Trong do Wj the hi^n tam quan trpng cua tieu khoa hoc 20 Hiifdngmal' So 64 + 65/2014 iKssm TM VA qjcM w BUdc 5: Xac djnh FPtS^ and FNIS^ Vi cac sd fuzzy dUdng nam trong khoang [0, 1] nen did'm tham khao fuzzy ty tUdng dUdng (FPIRP, A+) va diem tham khao fuzzy ly tudng am (FNIRP A-) cd the dUdc djnh nghTa la: (»• (5) (6) Trong dd . Budc 6: Tfnh toan khoang each cua cac Ung vien tu FPIRP va FNIRP Khoang each (di+ va df) ciia mot Ung vien tU diem A+ and A- cd the' dUdc tfnh nhu sau: 1.2., .J - ,m; ./ 1.2., Trong dd d(va,vb) bieu hidn khoang each do ludng giOa 2 so fuzzy, d+ la khoang each ciia Ung vien Aj tu FPIRP, va d," la khoang each cua Ung vien ndy IU FNIRP, Budc 7: Tinh he sd gan gui vd xep logi cac Ung vien Khi da tim ra khoang each dj"*" va dj' ciia mdl Ung vien, CCj dUdc tfnh toan nham xac dinh phdn hang cua cdc Ung vidn bang each tfnh toan tfnh fuang ddng vdi giai phap ly tudng. Cdng thUc tinh nhusau: ce- il; 1 d, 1.2. (9) ,n (7) .n (8) Chi sd CC| am chi khoang each tU mdi Ung vien den FPIRP va FNiRP Gia tn CC, cang ldn thi hoat ddng kinh doanh ciia Ung vidn Ai cang tot, Dua tren gia tn ciia CCi chung ta cd the xep loai cac Ung vien vd tUa chpn ra Ung vien tdt nhat. Trong nhQng nam gan day, phUdng phap fuzzy TOPSIS dupc phat trie'n va Ung dung rdng rai trdng xep hang nhieu ITnh vuc khac nhau nhu xe'p loai ngan hdng, lua chpn he thong nang lupng td't nhat, lua chpn cac du an hogc chien lupc toi uu (Wu, Tseng and Chen (2009)). 2. Tdng quan ve thj trUdng thUc an nhanh Vi#t Nam va phUdng phap nghien cUu ThUc an nhanh (Fastfood) la thudt ngQ chi loai thUc an vdi cac thanh phan dupc lam ndng trudc hoac nau san, dUdc ban tai nha hang hcac cifa hang cd the' phuc vu mdt each nhanh chdng, tien lot va tiet kiem thdi gian tdi da (W&S research. 2012). Vdi mUc tang trudng 26 - 30% m^ nam, thj trudng thUc dn nhanh {fast food) dang trd thanh nganh cd tdc dp tdng trudng cao va dn dmh trong cac nganh hang tieu dung thuc phd'm hien nay tgi Viel Nam {Vietnam Food & Dnnk Report, 2013) Theo bao cao ciia Bp Cdng Thuong. tdng doanh thu thi trudng thUc an nhanh Viet Nam dat 870 ty ddng. tang 30% so vdi nam 2010, Theo khao sat cua Neitsen Viet Nam vao nam 2011, 86% sd ngudi sU dyng fastfood d nhdm tuoi 20-35, dd tud'i thudng xuyen sU dung Id 20 - 30 tudi, chiem 76% Trong khi dd 65% dan so tren tdng sd xap xi 90 trieu ngudl Viet Nam d dd tud'i dudi 35 tuoi SUc tang trudng cao va hap dd'n cua thi trudng thUc an nhanh Viet Nam thu hut rat nhieu su quan tam ciia 2. FPIS_Fuzzy Positive Ideal Solution: Giai phap fuzzy ly tudng duang. 3 FNIS_Fuzzy Negative Ideal Solution: GUI phap fuzzy ly tudng am. 4, FPIRP_ Fuzzy Positive Ideal Reference Point' Diem tham khao fuzzy ly tudng dUOng 5,6 FNIRP_ Fuzzy Negative Ideal Reference Point: Dlim tham khao fuzzy ly tudng am So 64+ 65/2014 Jilioa ii9C ^ "thifdng mai z\ KOfH TO; VA qjcAS tr cac thUdng hidu ngoai Sau gan 4 nam nghidn cUu dupc lya chpn. Dudi day dua ra nhQng thdng tin co thj trudng, nam 2012 tap doan The Jonny Rockets ban nhat cua 3 chudi cifa hang an nhanh nay; da quyet dmh xdm Bang 2: Thdng tin ve cac chuoi cda hang an nhanh Itfa chgn nhdp thi trudng Viet de danh gia nang luc canh tranh Nam qua viec tim kiem doi tac de' nhupng quyen thuang hieu chudi nhd hang an nhanh cda minh {Dieh dan doanh nhan, 2012). Thang 7/2013, McDonals da quyet dinh bat tay vdi ddi tac Good Thuang hi$u Al: KFC A2- Lotteria A3 BBQ Chicken Quoc gia My Han Quoc Han Quoc Thdi dism vao Vi?t Nam 1997 1998 2007 San pham kinh doanh chtih Garan Humberger Ga nudng So Ola hang t9iHaN$J 36 27 16 Ngudn. Tac gia tong hap Day Hospitality trong vide nhupng quyen thUdng hieu tren thi trudng Vidl Nam, Nhu vdy sau hpi nhdp WTO, thi trudng thUc an nhanh Viet Nam da chUng td dUdc sUc hut ldn ciia minh. Tuy nhien, thi phan ciia nganh chii yeu thudc ve cac thuang hieu ngoai nhu KFC (My), Lotteria (Han Qudc), Jollibee (Philippine), BBQ Chicken (Hdn Quoc) khi hp chiem chiem tU 60 - 80% thi phan thUc an nhanh cac logi. Cac Ihuong hieu fastfood ciiaViet Nam nhu Phd 24, Banh my TA, hay chuoi cOa hang K- Do ciia Cdng ty Banh Kinh Do Sai Gdn, Vielmac.,. chua thu hut dUdc sy chu y ciia ngudi tieu dung, ngodi ra cdn khd cd the' canh tranh dUdc vdi nhQng thuong hieu ngogi ve chi phf quang cao hoSc truyen thdng. Cac cila hang fastfood d Viet Nam hidn nay chu yeu tdp trung nhieu d cac thanh phd tdn, trong dd CO Ha Ndi Vdi myc tidu danh gia nang lyc canh tranh cOa mot so chudi ctfa hang an nhanh dudi gdc tiep can cua khach hang, tac gia lua chpn mdt so chudi cUa hang an nhanh mUc tiem ndng phat tnen tot va sUc tang trudng kha ddng deu nhau de' danh gia Qua qua trinh chpn Ipc, 3 chudi nha hang an nhanh chuyen ve ga ran ldn nhat tren Ihi Irudng Ha Ndi la KFC, Lotteria va BBQ Chicken Danh gia ndng luc canh tranh hien thi cua 3 chudi nha hang an nhanh - KFC, Lotteria va BBQ Chicken tren thj trudng Ha Npi tiep cdn tU phia khach hang ddi hdi tac gia phai dieu tra tap ngUdi lieu diing tdn. Tap khach hang dieu tra nay se danh gia 3 chudi nha hang dya tren 12 tieu chf da xac dinh d tren. Thdi gian vd thdi die'm danh gia cua mdl ca nhan ngudi tieu dimg ta khac nhau nen vide danh gia nay thudc loai danh gia Ra quyet dmh khi cd da nhdn to anh hudng - MADI^^ thudng dUdc sQ dung trong hang loat cac IrUdng hpp doi hdi ngudi ra quyet dinh (nha nghien cilu) phai danh gia, xep loai ve mat dinh linh va/hoSc dmh lupng de' xac djnh hieu qua hoal ddng cua tUng Ung vien vdi nhieu tieu chi danh gia va do nhieu chuyen gia cho y kien danh gia. Dd Id qu^ trinh dl tim kiem lua chon toi Uu nhal trong cac Ung vien. Viec danh gia va ra quyet djnh phu thudc vao y kien chu quan ciia mdi ca nhdn va thudng khong the dien dat chinh xac bang cac gia tri mang tinh sd hda, cu the' nen thUdng mang tinh khdng ro rang va map md. Do dd viec Ung dung cac khai niem sd fuzzy (sd md) trong cac trudng hpp ra quyet djnh khi cd da nhan td anh hudng lakhaphfi bien trong nhieu ITnh vyc thupc cdc chuyen nganfi khac nhau. 7. hAADMJAultiple Attnbute Decision Making Ra quyet dmh khi cd da nhan tdiinh hudng 22. khoa iiQc thddng mai' So 64 + 65/2014 KOra IK VA ^VAX I.Y Trong nghien cUu nay. Ha N6i dUdc lya chon la dja bdn lien hdnh khao sat. Vdi ddc die'm chung cua thj Irudng thUc dn nhanh la Ihj trudng hudng d^n ddi ludng khach hang tre tud'i, nghidn cUu sU dyng 550 mau dieu tra ddi vdi khach hang da lUng dung IhUc dn nhanh tai cac qudn Cau Giay, Ba Dinh, Ddng Da va Thanh Xudn til Ihang 04 den Ihang 06 nam 2013. Trong vdng 53 ngay tien hanh dieu Ira khao sat, td'ng cpng cd 522 khach hang tra Idi cdc cau hdi dieu tra hop le, do dd ty Id hdi ddp la 522/550 = 94,9%. DQ lidu thu thdp dUdc sau dd dupc sU dpng de xdy dyng bai toan fuzzy TOP- SIS vd dUdc tac gia viet phan mem phan tich tren nen chUPng trinh Matlab 7.4. 3. Ket qua nghien cOu Phan mem phan tfch tren ndn chuang trinh Matlab 7,4 ve nang luc canh tranh cua 3 chuoi cifa hang an nhanh dupc lya chpn cho ta ket qua Iheo Irinh tu tan lUdt nhu sau: Be' xep logi lam quan trpng ciia 12 lieu chi danh gia nay ddi vdi nang tyc canh tranh hie'n thj cua chudi cifa hdng an nhanh tren thi trudng Ha Npi, cac ket qua d bang 3 dUdc binh thudng hda thanh cac gia Iri phi fuzzy nhu sau: Bang 3, Ma trdn ra quyet dinh va tam quan trgng cua cac tieu chi danh gia dudi dang sd fuzzy Cl C2 C3 C4 C5 C6 C7 C8 C9 CIO CU C12 Al [0.17,0.34,0.53] [0.3, 0.49, 0.68] [0.36, 0.55, 0.73] [0.32,0.51,0.69] [0.43,0.62, 0.79] [0.43, 0.62, 0.79] [0.39,0.59,0.77] [0.25,0.43,0.63] [0.26.0.44,0.63] [0.32,0.51,0.69] [0.32,0.51,0.7] [0.38,0.58,0.76] A2 [0.3, 0.48, 0.67] [0.34,0.53,0.71] [0.36,0.55,0.74] [0.38,0.58,0.76] [0.38,0.57,0.75] [0.38,0.57,0.75] [0.43,0.63,0.8] [0.28,0 46.0.65] [0.31,0.49,0.68] [0.38,0.58,0.76] [0.38,0 57,0.75] [0,43,0.63,0.8] A3 [0 58, 0.93] [0.48, 0.84] [0.33, [0.30, 0.68] [0.37, 0.75] [0.37, 0.75] [0.36, 0.74] [0.32, 078, 068, 0.51,0.7] 0.49, 0.57, 0.57, 0.55, 0.51,0.7] [0.3, 0.48, 0.67] [0.30, 0.68] [0.37, 0.75] [0.36, 0.74] 0.49, 0.57, 0 55, XSm quan trong [0.57,0.77,0.92] [0.48,0.68,0.84] [0.47,0.67,0.83] [0.32,0.52,0.71] [0.62,0.82,0.95] [0.62, 0.82, 0.95] [0.37,0.56,0 74] [0.56,0.76,0.9] (0.61,0.81 0.94] [0.32,0.52,0.71] [0 62,0.82,0.95] [0.56,0.76, 0.9] So 64+ 65/2014 liliM hgc ttiMg mai Kmai TE VA ftUAX I.T Bang 4 Tam quan trong cua cac tieu chi danh gia dudi dang eae gia tn phi fuzzy Cl C2 C3 C4 C5 C6 C7 C8 C9 CIO CII C12 Sir da dang cua do an Mui vi cua d6 an Gia ca Nhieu chucfng trinh khuyen mai Eiia diem cii'a hang cl trung tam ChuSi cu'a hang rong khap Ch§ ngoi thoai mai Khong gian CLfa hang dep To'e do phuc vu nhanh chong Nhieu dich vu gia tang SU than thien ciia nhan vien cii'a hang Thirong hieu cila chuSi cu'a hang Tim quan trQng difdi dang gia trj fuzzy [0.38, 0.57, 0.75] [0.37, 0.56, 0.74] [0.62, 0.82, 0.95] [0.57,0.77,0.92] [0.64,0.84.0.96] [0.56, 0.76, 0.9] [0.47,0.67,0.83] [0.48, 0.68, 0.84] [0.36, 0.55 0.74] [0.32,0.52,0.71] [0.37, 0.55, 0.60] [0.63, 0.82, 0.95] Gia tri phi fuzzy 0.567 0.557 0.797 0.753 0.825 0.740 0.657 0.667 0.550 0.517 0.555 0.807 X6'p h^ng 8 9 3 4 1 5 7 6 11 12 10 2 Gia tn phi fuzzy trong bang 4 cho chung ta thay rang, khi danh gia nang luc canh tranh hie'n thi ciia chudi cifa hang an nhanh tai Ha Ndi, tam quan trong ciia cac tieu chi danh gia dUpc xep hang tan lupt tu tren xudng dUdi nhU sau: Dja diem cUa hang d trung tam (0,825), Thuang hieu cua chudi cifa hdng (0.807), Gid ca (0.797), Nhieu chUdng trinh khuyen mai (0.753), Chudi cCfa hang rpng khap (0.740), Khdng gian cifa hang dep (0,667), Chd'ngdi thoai mai (0.657), Su da dang ciia dd an (0,567). Mui VI Clia dd an (0.557), SU than thidn ciia nhdn vien cifa hang (0,555), Tdc dp phyc vy nhanh chdng (0.550) va cudi cung la Nhieu djch vu gia tang (0.517), De' dam bao cd gia lr| fuzzy nam Irong khoang [0, 1], qua trinh binh thudng hda ma Irdn ra quyet dinh bien thien dupc IhUc hien va ket qua dUdc trinh bay d bang 5, ," Ma tran ra quye't dmh bie'n thidn dugc binh thudng hda (R) Cl C2 C3 C4 05 C6 C7 C8 C9 CIO Cli 012 Al 10,48, 0,73. ().97| |a3fi,0,5S,a.81| [(149.0 75. It 11)32,0,52,0 721 10 45,0,7,0.921 10.50,0 77, 1| 10,18,03(1,0,571 10,51,075,0981 10 53,0.78. 11 10 42,0.67.0,92] 10,48,0.75, 1] 10 49.0.75 1] A2 10 49.0.74,0.961 10.52.0.7.0.721 10.49,0.75, 1| 10 63,0,85. U 10 45.0.72.0,991 10 48,0 74,0 971 10.44.0.7,0 951 [0.54,0,78. n 10.41.0.63. 0 851 [0.51,0.76. 11 10.48,0.75. Ij [0.46.0.71.0941 A3 10.54,0 79. ]| iO.4, 0.66. 0 941 10.38,065,0.931 10.46. 0 74, 1 1 (0.43.0.7,0 971 10.45.0.74.0.921 10,47,0,71.0.941 [044, 0 68.0,91 1 (057,0.81. II 10.4. 0.65, 0.89[ 10.35,0.67,0.621 10.36.0.62.0.891 klioa hoc . ihng'mpi' So 64 + 65/2014 ELIXH TE VA QiTlnr IX Do iSm quan Bang 6; Ma tran ra quyet dmh bien thien binh thudng hda cd trong so C1 C2 C3 C4 C5 C6 C7 C8 C9 CIO C11 Al [017,04 069] [0.17, 0.39, 0.69] [013,0 33,0 631 [0.21,0 47 0 81] [0 23, 0 52, 0 87] [0 32, 0 63, 0 95] 1015,0 38,0 69] [0.26, 0.54, 0.89] 10 27, 0 59, 0 94] [0.26,0.54, 0.86] [0.15,0.38,0.69] A2 [0.3,0 6,0.92] [017,0 39,0 68] [0 17, 0.39, 0.69] [0 14, 0.35, 0.65] [0.33,0.66, 0 96] [018,0.41,0 71] 102, 0 44, 0 74] 102, 0.46, 0.76] 1017, 039, 069] 10.16, 0.4, 071] [0.29, 0.69, 0.9] A3 [0.36, 0.65, 0.91] [0 27,0.55,0 831 [01,0.28,053] [017,0.4 0,68] [0.23,0.5, 0.83] [01,028,053] |0 14, 0 34,0 6] 1018,041.0 71] [019,0 43,0 74] [0.19,0 43,0 74] [0 28,0 57 0 88] trpng ciia cac tieu chi ddnh gia la khac nhau ndn ma trdn ra quydt dmh bien thien binh thudng hda cd trong sd dupc tinh toan vd ket qua dupc trinh bay trong bang 6. Cac sd fuzzy duang nam trong khoang [0, 1], do dd die'm tham khao fuzzy ly tudng dUdng (FPIRP, A+) vd diem tham khao fuzzy ly ludng am (FNIRP, A-) Irong nghien cUu nay dUdc djnh nghTa nhu sau: A+ [(1,1.1),(1.1,1}.(1>1,1),{1,1,1),(1.1.1), (1,1,1),(1,1,1),{1.1.1),(1,1,1).(1.1.1).{1.1.1).(1.1-1)] A- [(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0), (0.0,0),(0,0,0),(0,0.0),(0,0,0),(0,0,0),(0,0.0),(0,0,0)] Khoang each tU mdi chudi cifa hang an nhanh Ung vidn den diem tham khao fuzzy ly tudng dudng va did'm tham khao fuzzy ly tudng dm dupc trinh bay trong bang 7. Bang 7. Khoang each do ludng to 3 chudi cda hang an nhanh Trong dd chi so CC3 cua chudi cUa hang an nhanh BBQ Chicken dupc tinh cy the' nhU sau: CC3 : d; ' d:+d: 6.527 + 6.813 = 0.491 Al A2 A3 6.585 6.741 6.813 6.723 6.305 6.527 Khi khoang each tU cac chudi sidu thj den FPIRP va FNIRP dUpc xac djnh, gia tn CC dUdc tinh todn cho ket qua nhu sau;. Pang 8 H$ so gan gui CC CC, CC. CC3 0.505 0.483 Neu chudi cUa hang an nhanh ndo cd he sd gan gui gan bang 1 nhat Id cd khoang each den did'm tham khao ly ludng dUdng gan nhat vd khoang each den die'm tham khao ly tUdng dm xa nhd't. Ndi each khac, he sd gan gui cang Idn thi bie'u hien ve nang lyc canh tranh hie'n thj ciia chudi cda hang an nhanh dd cang tot Theo ket qua tu bang 8 chung ta thay rang: CC-| > CC3 > CC2. Dieu ndy cd nghTa la, Iheo ddnh gia ciia ngudi lieu dung, KFC la chuoi cifa hang an nhanh cd ndng lyc canh tranh hien thj dUng dau thi trudng Hd Npi, tiep theo dd la BBQ Chicken va cudi cung Id Lotteria 3. Kel lugn va de xuat Ket qua nghien cUu cho thay de' cd the nang cao nang lyc canh tranh ciia minh tren thi trudng Hd N61, thiet nghT cac chudi cda hang ndn ddc bidt tdp trung vao nhQng yeu td duac ngudi tieu diing Ha Ndi can nhac nhieu nhat khi lUa chpn mdt cQa hang an nhanh. Cu the la: - Nen tua chpn dia diem dat cifa hang d khu Irung tam: nhQng khu vUc taing tdm vari ludn ta nhOng So 64+ 65/2014 -khoi hpc "'^ '^1 mai Risn TE VA U*JA]V tr die'm den cd sUc hiit cao ddi vdi gidi tre - nhQng khach hang chinh ciia chudi cifa hang an nhanh. - Cd chien lupc phat trie'n thudng hidu tdt: nghien cUu cho thay ngudi tieu dung Viet Nam ndi Chung vd ngUdi tidu dimg Ha Ndi ndi rieng rat can nhac yeu to thUdng hieu khi ra quyel djnh chpn mdt cOa hang an nhanh cho minh va bgn be, - Quan tdm nhieu han den gia ca va cac ChUdng trinh: nhOng cudc chien ve gia ca vd khuyen mai trong mua he 2013 vUa qua giOa 3 chudi cifa hdng an nhanh KFC, Lotteria vd BBQ Chicken mpt lan nQa khd'ng djnh tam quan trpng ciia yeu td ndy trong viec nang cao nang lUc canh Iranh trong nganh hang dd an nhanh. - Xay dyng chudi cUa hang rdng khap: viec de" dang chpn mdt cila hang dn nhanh ua thich ma khong nhat thiet phai di vao trung tam thanh pho hien cung dang dupc tieu dung rat quan tam Chinh vi li do nay ma cac chudi cifa hang an nhanh nen tap trung phdt trie'n so lUdng ciia hang cua minh de nang cao nang lyc cgnh tranh so vdi cac ddi thii trong ngdnh. Dd la nhQng yeu td ngudi tieu dung Ha Npi can nhac nhieu nhat so vdi cac yeu to khac nhu: Khdng gian cOa hang dep (0.667), Chd"ngdi Ihoai mai (0.657), SU da dang ciia dd an (0.567), Mui vj cua do dn (0.557), Sy thdn thien cua nhan vien cifa hdng (0,555), Tdc dp phuc vu nhanh chdng (0.550) va Nhieu djch vu gia lang (0.517). Ngodi ra, nghien cUu cung chi ra rang: tren thi trudng Hd Ndi hien nay nang lyc canh tranh hie'n thj ciia chudi nha hang an nhanh KFC dUdc ngUdi tieu dung danh gia cao nhal (0,505), sau dd den BBQ Chicken (0.492) va cuoi cung la Lotteria (0 483), Tuy nhien mUc chenh lech ve ndng lyc canh tranh cua 3 chudi nha hang dn nhanh nay khdng cao, do dd su canh tranh true tiep giQa 3 chudi nha hang nay la rat Idn Dupc danh gid la thi trudng cd td'c dp phat trien manh vdi ty le trung binh khoang 30%, Viet Nam hien van la thi trudng day tiem nang cho nhQng tap doanthUc an nhanh qudc te. Sy gdp mat tiep theo cualVlcDonald's, dng tdn nam giQ ngdi vuong vethUc an nhanhthe gidi, vao th| trudng Viet Nam tiep tuc ddn ap tuc ten nhQng chudi cifa hang an nhanh hien tai nhu KFC, Lotteria va BBQ Chicken, ddi hdi cac chudi nha hang nay can tap trung vao nhQng yeu td ma khoa hoc 26 ihEldng im khdeh hang quan tdm nha't d tren de' khdng ngifng nang cao nang lUc canh Iranh ciia minh • Tai li$u tham khao: 1. Aaker, D.A. and Jacobson, R., Study shows brand-building pays off for stockholders. Advertising Age, Vol. 65 No. 30, p. p18, 1994. 2. Andersson, T.D. and Mossberg, L, The dining experience: do restaurants satisfy customer needs?, Food Service Technology, Vol. 4, pp. 171-7,2004 3. Austrade, "Austrade Report:", available at wv/w. a ustrade.gov.au/Food-to-Pakistan/ default.aspx (accessed 9 November 2010), 2009 4 Aziz, F.K. and Bukhari, A., Predilection of adolescent towards fast food, paper presented at the 5th ISOSS International Research Conference, 2009. 5. Business Monitor International, Vietnam Food & Drink Report, 2013. Summary With grow/th' of 26-30% per year, the fast food market has reached a high and stable growth in the food industries in Vietnam at present. The statement of partnership with Good Day Hospitality in the franchise and opening its first store in 2014 of McDonald's has proved the attrac- tiveness of Vietnam fast food market after integra- tion. By choosing 3 fast food chain stores whicti have developed with high speed and be the most popular with Hanoi consumers to assess revealed comparative advantage, this research has shown that according to the judgment of the consumers, KFC fast food chain stores are at the first position of revealed comparative advantage, followed by BBQ Chicken and Lotteria. In addition, when assessing the revealed com- parative advantage of fast food chain stores in Hanoi, the importance of the evaluation cnteria are ranked from top to bottom as follows: place store in central, brand stores, price, promotions, chain stores, beautiful shop space, comfortable seating, diversity of food, taste of food, the friend- ly store staff, quick service speed and ultimately many added value services. So 64 + 65/2014 . hang, Td'c dd phuc vu nhanh chdng va cud'i eung la Nhieu dich vu gia tang. Tit khoa nang luc canh tranh, chuoi eda hang an nhanh, phuang phap fuzzy topsis 1. Mdt so ly lu§n . thUc an nhanh Viet Nam thu hut rat nhieu su quan tam ciia 2. FPIS _Fuzzy Positive Ideal Solution: Giai phap fuzzy ly tudng duang. 3 FNIS _Fuzzy Negative Ideal Solution: GUI phap fuzzy ly tudng. tosd dung dedanh gia nang lac canh tranh hien thj chuoi cda hang an nhanh ten dfa ban Ha Ndi Nang lyc canh tranh hie'n thj la nang tuc canh tranh marketing ciia doanh nghiep dUdc