{"id":6427,"date":"2026-02-23T12:44:16","date_gmt":"2026-02-23T12:44:16","guid":{"rendered":"https:\/\/dinhtienminh.net\/?p=6427"},"modified":"2026-02-23T13:15:46","modified_gmt":"2026-02-23T13:15:46","slug":"thuong-hieu-viet-trong-ky-nguyen-moi-giu-hon-viet-truoc-lan-song-sap-nhap","status":"publish","type":"post","link":"https:\/\/dinhtienminh.net\/en\/thuong-hieu-viet-trong-ky-nguyen-moi-giu-hon-viet-truoc-lan-song-sap-nhap\/","title":{"rendered":"Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi: Gi\u1eef \u201ch\u1ed3n Vi\u1ec7t\u201d tr\u01b0\u1edbc l\u00e0n s\u00f3ng M&A"},"content":{"rendered":"

B\u00e0i vi\u1ebft tr\u00edch t\u1eeb b\u00e0i chia s\u1ebb c\u1ee7a t\u00f4i v\u1edbi B\u00e1o Ng\u01b0\u1eddi Lao \u0111\u1ed9ng:<\/strong><\/p>\n

    \n
  1. Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi<\/li>\n
  2. Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi (*): B\u00e0i to\u00e1n gi\u1eef “h\u1ed3n Vi\u1ec7t”<\/li>\n
  3. Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi (*): Nh\u1eefng “con s\u1ebfu \u0111\u1ea7u \u0111\u00e0n” m\u1edbi<\/li>\n<\/ol>\n

    (Link b\u00e0i b\u00e1o chi ti\u1ebft \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u00ednh k\u00e8m b\u00ean d\u01b0\u1edbi)<\/em><\/p>\n

    Tr\u01b0\u1edbc l\u00e0n s\u00f3ng M&A v\u00e0 c\u1ea1nh tranh to\u00e0n c\u1ea7u, th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t \u0111ang \u0111\u1ee9ng tr\u01b0\u1edbc b\u00e0i to\u00e1n l\u1edbn: l\u00e0m sao gi\u1eef \u201ch\u1ed3n Vi\u1ec7t\u201d m\u00e0 v\u1eabn n\u00e2ng t\u1ea7m qu\u1ea3n tr\u1ecb \u0111\u1ec3 v\u01b0\u01a1n ra th\u1ebf gi\u1edbi? B\u00e0i vi\u1ebft n\u00e0y ph\u00e2n t\u00edch s\u1ee9c m\u1ea1nh c\u1ee7a gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac, chi\u1ebfn l\u01b0\u1ee3c gi\u1eef b\u1ea3n s\u1eafc sau th\u00e2u t\u00f3m, b\u00e0i to\u00e1n chuy\u1ec3n giao th\u1ebf h\u1ec7 v\u00e0 n\u0103ng l\u1ef1c marketing – b\u00e1n h\u00e0ng m\u00e0 doanh nghi\u1ec7p Vi\u1ec7t c\u1ea7n thay \u0111\u1ed5i ngay. B\u1edfi gi\u1edd kh\u00f4ng ch\u1ec9 l\u00e0 l\u00fac doanh nghi\u1ec7p gi\u1ea3i b\u00e0i to\u00e1n sinh t\u1ed3n, m\u00e0 c\u00f2n ph\u1ea3i h\u01b0\u1edbng \u0111\u1ebfn tr\u01b0\u1eddng t\u1ed3n trong k\u1ef7 nguy\u00ean m\u1edbi.<\/span><\/p>\n

    1. Gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac l\u00e0 \u201ct\u00e0i s\u1ea3n v\u00f4 h\u00ecnh\u201d gi\u00fap th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t \u0111\u1ee9ng v\u1eefng<\/b><\/h2>\n

    Trong marketing hi\u1ec7n \u0111\u1ea1i, gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac kh\u00f4ng c\u00f2n l\u00e0 kh\u00e1i ni\u1ec7m m\u01a1 h\u1ed3 m\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh c\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o ra r\u00e0o c\u1ea3n c\u1ea1nh tranh b\u1ec1n v\u1eefng. N\u1ebfu c\u00e1c t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia s\u1edf h\u1eefu l\u1ee3i th\u1ebf v\u1ec1 v\u1ed1n, c\u00f4ng ngh\u1ec7 v\u00e0 h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb chu\u1ea9n h\u00f3a to\u00e0n c\u1ea7u, th\u00ec h\u1ecd l\u1ea1i th\u01b0\u1eddng g\u1eb7p kh\u00f3 kh\u0103n khi th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng n\u1ed9i \u0111\u1ecba do kho\u1ea3ng c\u00e1ch v\u1ec1 v\u0103n h\u00f3a v\u00e0 t\u00e2m l\u00fd ti\u00eau d\u00f9ng b\u1ea3n \u0111\u1ecba. \u0110\u00e2y ch\u00ednh l\u00e0 \u0111i\u1ec3m m\u00e0 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t c\u00f3 th\u1ec3 t\u1ea1o n\u00ean kh\u00e1c bi\u1ec7t.<\/span><\/p>\n

    Th\u1ef1c t\u1ebf cho th\u1ea5y, c\u00f3 kh\u00f4ng \u00edt th\u01b0\u01a1ng hi\u1ec7u \u201cqu\u1ed1c d\u00e2n\u201d \u0111ang n\u1eafm gi\u1eef l\u1ee3i th\u1ebf m\u00e0 \u0111\u1ed1i th\u1ee7 ngo\u1ea1i kh\u00f3 sao ch\u00e9p trong ng\u1eafn h\u1ea1n: s\u1ef1 c\u1ed9ng h\u01b0\u1edfng k\u00fd \u1ee9c qua nhi\u1ec1u th\u1ebf h\u1ec7, s\u1ef1 g\u1eafn k\u1ebft v\u1edbi c\u0103n t\u00ednh v\u0103n h\u00f3a v\u00e0 ni\u1ec1m t\u1ef1 h\u00e0o d\u00e2n t\u1ed9c trong l\u1ef1a ch\u1ecdn ti\u00eau d\u00f9ng. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u1ed3ng h\u00e0nh c\u00f9ng m\u00ecnh su\u1ed1t h\u00e0ng ch\u1ee5c n\u0103m, \u0111\u00f3 kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 h\u00e0nh vi mua s\u1eafm, m\u00e0 c\u00f2n l\u00e0 s\u1ef1 kh\u1eb3ng \u0111\u1ecbnh gi\u00e1 tr\u1ecb c\u00e1 nh\u00e2n v\u00e0 k\u1ebft n\u1ed1i v\u1edbi c\u1ed9ng \u0111\u1ed3ng.<\/span><\/p>\n

    \"Gi\u00e1
    Gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac l\u00e0 t\u00e0i s\u1ea3n \u0111\u1eb7c bi\u1ec7t m\u00e0 kh\u00f3 c\u00f3 \u0111\u1ed1i th\u1ee7 sao ch\u00e9p \u0111\u01b0\u1ee3c<\/em><\/figcaption><\/figure>\n

    Tuy nhi\u00ean, c\u1ea7n nh\u00ecn nh\u1eadn th\u1ef1c t\u1ebf r\u1eb1ng ni\u1ec1m t\u1ef1 h\u00e0o d\u00e2n t\u1ed9c kh\u00f4ng \u0111\u1ee7 \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng n\u1ebfu ch\u1ea5t l\u01b0\u1ee3ng kh\u00f4ng \u0111\u00e1p \u1ee9ng k\u1ef3 v\u1ecdng. Trong n\u1ec1n kinh t\u1ebf m\u1edf, l\u00f2ng y\u00eau n\u01b0\u1edbc \u0111\u00e3 chuy\u1ec3n h\u00f3a t\u1eeb c\u1ea3m x\u00fac thu\u1ea7n t\u00fay sang k\u1ef3 v\u1ecdng c\u1ee5 th\u1ec3 v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 tr\u1ea3i nghi\u1ec7m. V\u00ec v\u1eady, gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac ch\u1ec9 th\u1ef1c s\u1ef1 ph\u00e1t huy s\u1ee9c m\u1ea1nh khi \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1 b\u1eb1ng n\u0103ng l\u1ef1c n\u1ed9i t\u1ea1i v\u00e0 chu\u1ea9n m\u1ef1c v\u1eadn h\u00e0nh chuy\u00ean nghi\u1ec7p.<\/span><\/p>\n

    >> Tham kh\u1ea3o th\u00eam b\u1ee9c tranh t\u1ed5ng th\u1ec3<\/b>: <\/span>Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi<\/span><\/a><\/p>\n

    2. M&A v\u00e0 b\u00e0i to\u00e1n gi\u1eef \u201ch\u1ed3n Vi\u1ec7t\u201d cho th\u01b0\u01a1ng hi\u1ec7u<\/b><\/h2>\n

    M\u1ed9t nh\u1ea7m l\u1eabn ph\u1ed5 bi\u1ebfn trong c\u00e1c th\u01b0\u01a1ng v\u1ee5 M&A l\u00e0 cho r\u1eb1ng thay \u0111\u1ed5i b\u1ed9 m\u00e1y qu\u1ea3n l\u00fd \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c \u0111\u00e1nh m\u1ea5t \u201cph\u1ea7n h\u1ed3n\u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Th\u1ef1c t\u1ebf, qu\u1ea3n tr\u1ecb v\u1eadn h\u00e0nh v\u00e0 b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u l\u00e0 hai ph\u1ea1m tr\u00f9 c\u00f3 th\u1ec3 t\u00e1ch bi\u1ec7t: qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c n\u00e2ng c\u1ea5p theo chu\u1ea9n m\u1ef1c qu\u1ed1c t\u1ebf \u0111\u1ec3 t\u1ed1i \u01b0u chi ph\u00ed, chu\u1ed7i cung \u1ee9ng v\u00e0 hi\u1ec7u su\u1ea5t, trong khi b\u1ea3n s\u1eafc bao g\u1ed3m c\u00e1c gi\u00e1 tr\u1ecb bi\u1ec3u t\u01b0\u1ee3ng, c\u00e2u chuy\u1ec7n h\u00ecnh th\u00e0nh v\u00e0 m\u1ed1i li\u00ean k\u1ebft l\u00e2u d\u00e0i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Tr\u01b0\u1eddng h\u1ee3p Sabeco cho th\u1ea5y \u0111i\u1ec1u n\u00e0y kh\u00e1 r\u00f5: sau khi \u0111\u01b0\u1ee3c nh\u00e0 \u0111\u1ea7u t\u01b0 Th\u00e1i Lan ti\u1ebfp qu\u1ea3n, th\u01b0\u01a1ng hi\u1ec7u v\u1eabn duy tr\u00ec \u0111\u1ecbnh v\u1ecb \u201cBia c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t\u201d, nh\u01b0ng ph\u00eda sau l\u00e0 s\u1ef1 c\u1ea3i t\u1ed5 m\u1ea1nh m\u1ebd v\u1ec1 s\u1ea3n xu\u1ea5t v\u00e0 logistics theo ti\u00eau chu\u1ea9n qu\u1ed1c t\u1ebf. T\u01b0\u01a1ng t\u1ef1, Nh\u1ef1a B\u00ecnh Minh v\u1eabn gi\u1eef v\u1eefng uy t\u00edn v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng b\u1ec1n b\u1ec9, \u0111\u1ed3ng th\u1eddi \u0111\u01b0\u1ee3c ti\u1ebfp s\u1ee9c b\u1eb1ng c\u00f4ng ngh\u1ec7 v\u00e0 ngu\u1ed3n l\u1ef1c t\u1eeb t\u1eadp \u0111o\u00e0n m\u1eb9. Nh\u1eefng v\u00ed d\u1ee5 n\u00e0y kh\u1eb3ng \u0111\u1ecbnh m\u1ed9t nguy\u00ean t\u1eafc quan tr\u1ecdng: M&A th\u00e0nh c\u00f4ng l\u00e0 s\u1ef1 c\u1ed9ng h\u01b0\u1edfng gi\u1eefa n\u0103ng l\u1ef1c qu\u1ea3n tr\u1ecb hi\u1ec7n \u0111\u1ea1i v\u00e0 b\u1ea3n s\u1eafc v\u0103n h\u00f3a b\u1ea3n \u0111\u1ecba, kh\u00f4ng ph\u1ea3i s\u1ef1 h\u00f2a tan l\u00e0m m\u1ea5t gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i.<\/span><\/p>\n

    \"Sabeco
    Sabeco l\u00e0 th\u01b0\u01a1ng hi\u1ec7u sau khi \u0111\u01b0\u1ee3c nh\u00e0 \u0111\u1ea7u t\u01b0 Th\u00e1i Lan ti\u1ebfp qu\u1ea3n v\u1eabn duy tr\u00ec \u0111\u1ecbnh v\u1ecb \u201cBia c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t\u201d<\/em><\/figcaption><\/figure>\n

    Tuy nhi\u00ean, \u0111\u1ec3 gi\u1eef \u201ch\u1ed3n Vi\u1ec7t\u201d sau M&A, doanh nghi\u1ec7p kh\u00f4ng th\u1ec3 ch\u1ec9 d\u1ef1a v\u00e0o nh\u1eefng l\u1eddi h\u1ee9a c\u1ea3m t\u00ednh m\u00e0 c\u1ea7n c\u1ee5 th\u1ec3 h\u00f3a b\u1eb1ng c\u00e1c cam k\u1ebft chi\u1ebfn l\u01b0\u1ee3c trong th\u1ecfa thu\u1eadn h\u1ee3p t\u00e1c. \u0110i\u1ec1u \u0111\u00f3 bao g\u1ed3m b\u1ea3o \u0111\u1ea3m duy tr\u00ec t\u00ean th\u01b0\u01a1ng hi\u1ec7u, logo v\u00e0 c\u00e1c \u0111\u1eb7c t\u00ednh s\u1ea3n ph\u1ea9m c\u1ed1t l\u00f5i \u0111\u00e3 t\u1ea1o d\u1ef1ng ni\u1ec1m tin; gi\u1eef l\u1ea1i \u0111\u1ed9i ng\u0169 nh\u00e2n s\u1ef1 n\u00f2ng c\u1ed1t nh\u01b0 \u201cng\u01b0\u1eddi gi\u1eef l\u1eeda\u201d am hi\u1ec3u v\u0103n h\u00f3a doanh nghi\u1ec7p; v\u00e0 quan tr\u1ecdng nh\u1ea5t l\u00e0 th\u1ed1ng nh\u1ea5t t\u1ea7m nh\u00ecn d\u00e0i h\u1ea1n thay v\u00ec khai th\u00e1c l\u1ee3i nhu\u1eadn ng\u1eafn h\u1ea1n. \u0110\u1ed3ng th\u1eddi, ch\u1ee7 doanh nghi\u1ec7p c\u1ea7n ch\u1ee9ng minh r\u1eb1ng b\u1ea3n s\u1eafc \u0111\u1ecba ph\u01b0\u01a1ng kh\u00f4ng ch\u1ec9 l\u00e0 c\u00e2u chuy\u1ec7n c\u1ea3m x\u00fac m\u00e0 l\u00e0 t\u00e0i s\u1ea3n t\u1ea1o ra l\u1ee3i nhu\u1eadn: khi nh\u00e0 \u0111\u1ea7u t\u01b0 nh\u00ecn th\u1ea5y s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng g\u1eafn ch\u1eb7t v\u1edbi c\u0103n t\u00ednh th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd s\u1ebd c\u00f3 \u0111\u1ed9ng l\u1ef1c b\u1ea3o t\u1ed3n v\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u1ec3 khu\u1ebfch \u0111\u1ea1i gi\u00e1 tr\u1ecb \u0111\u00f3. Khi \u1ea5y, b\u1ea3n s\u1eafc kh\u00f4ng c\u00f2n l\u00e0 th\u1ee9 c\u1ea7n \u201cgi\u1eef g\u00ecn\u201d m\u1ed9t c\u00e1ch ph\u00f2ng th\u1ee7, m\u00e0 tr\u1edf th\u00e0nh l\u1ee3i th\u1ebf c\u1ea1nh tranh chi\u1ebfn l\u01b0\u1ee3c trong qu\u00e1 tr\u00ecnh h\u1ee3p t\u00e1c v\u00e0 ph\u00e1t tri\u1ec3n.<\/span><\/p>\n

    >> \u0110\u1ecdc th\u00eam<\/strong>: Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi (*): B\u00e0i to\u00e1n gi\u1eef “h\u1ed3n Vi\u1ec7t”<\/a><\/p>\n

    3. Kh\u1ee7ng ho\u1ea3ng th\u1ebf h\u1ec7 k\u1ebf th\u1eeba v\u00e0 b\u00e0i to\u00e1n qu\u1ea3n tr\u1ecb chuy\u00ean nghi\u1ec7p<\/b><\/h2>\n

    M\u1ed9t trong nh\u1eefng nguy\u00ean nh\u00e2n khi\u1ebfn nhi\u1ec1u doanh nghi\u1ec7p gia \u0111\u00ecnh bu\u1ed9c ph\u1ea3i b\u00e1n c\u1ed5 ph\u1ea7n l\u00e0 s\u1ef1 \u0111\u1ee9t g\u00e3y trong qu\u00e1 tr\u00ecnh chuy\u1ec3n giao th\u1ebf h\u1ec7 (F1). Trong kh\u00f4ng \u00edt tr\u01b0\u1eddng h\u1ee3p, ho\u1ea1t \u0111\u1ed9ng qu\u1ea3n tr\u1ecb v\u1eabn d\u1ef1a ch\u1ee7 y\u1ebfu v\u00e0o kinh nghi\u1ec7m, tr\u1ef1c gi\u00e1c v\u00e0 c\u00e1c m\u1ed1i quan h\u1ec7 c\u1ee7a nh\u00e0 s\u00e1ng l\u1eadp. M\u00f4 h\u00ecnh n\u00e0y c\u00f3 th\u1ec3 hi\u1ec7u qu\u1ea3 \u1edf giai \u0111o\u1ea1n \u0111\u1ea7u, nh\u01b0ng khi chuy\u1ec3n sang th\u1ebf h\u1ec7 k\u1ebf th\u1eeba, kho\u1ea3ng tr\u1ed1ng qu\u1ea3n tr\u1ecb s\u1ebd xu\u1ea5t hi\u1ec7n n\u1ebfu F1 kh\u00f4ng c\u00f3 c\u00f9ng n\u0103ng l\u1ef1c, tr\u1ea3i nghi\u1ec7m ho\u1eb7c \u0111am m\u00ea. Khi \u0111\u00f3, doanh nghi\u1ec7p r\u01a1i v\u00e0o t\u00ecnh tr\u1ea1ng ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ed9t c\u00e1 nh\u00e2n thay v\u00ec v\u1eadn h\u00e0nh nh\u01b0 m\u1ed9t t\u1ed5 ch\u1ee9c chuy\u00ean nghi\u1ec7p, l\u00e0m gia t\u0103ng r\u1ee7i ro v\u00e0 \u00e1p l\u1ef1c ph\u1ea3i t\u00ecm \u0111\u1ebfn M&A nh\u01b0 m\u1ed9t gi\u1ea3i ph\u00e1p t\u00ecnh th\u1ebf.<\/span><\/p>\n

    \"S\u1ef1
    S\u1ef1 \u0111\u1ee9t g\u00e3y trong qu\u00e1 tr\u00ecnh chuy\u1ec3n giao th\u1ebf h\u1ec7 d\u1eabn \u0111\u1ebfn nhi\u1ec1u t\u00ecnh hu\u1ed1ng bu\u1ed9c ph\u1ea3i th\u1ef1c hi\u1ec7n M&A<\/em><\/figcaption><\/figure>\n

    \u0110\u1ec3 tr\u00e1nh k\u1ecbch b\u1ea3n \u0111\u00f3, doanh nghi\u1ec7p c\u1ea7n h\u1ec7 th\u1ed1ng h\u00f3a tri th\u1ee9c v\u00e0 ph\u00e2n t\u00e1ch r\u00f5 r\u00e0ng gi\u1eefa quy\u1ec1n s\u1edf h\u1eefu v\u00e0 quy\u1ec1n \u0111i\u1ec1u h\u00e0nh. Vi\u1ec7c s\u1ed1 h\u00f3a d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng, quy tr\u00ecnh h\u00f3a marketing – b\u00e1n h\u00e0ng v\u00e0 chu\u1ea9n h\u00f3a qu\u1ea3n tr\u1ecb chu\u1ed7i cung \u1ee9ng s\u1ebd gi\u00fap t\u1ed5 ch\u1ee9c v\u1eadn h\u00e0nh \u1ed5n \u0111\u1ecbnh, gi\u1ea3m ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1 nh\u00e2n l\u00e3nh \u0111\u1ea1o. \u0110\u1ed3ng th\u1eddi, gia \u0111\u00ecnh c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c gi\u1eef vai tr\u00f2 s\u1edf h\u1eefu v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c, trong khi trao quy\u1ec1n \u0111i\u1ec1u h\u00e0nh cho \u0111\u1ed9i ng\u0169 qu\u1ea3n l\u00fd chuy\u00ean nghi\u1ec7p. Khi c\u1ea5u tr\u00fac qu\u1ea3n tr\u1ecb \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp minh b\u1ea1ch v\u00e0 b\u1ec1n v\u1eefng, M&A s\u1ebd tr\u1edf th\u00e0nh l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 c\u1ed9ng h\u01b0\u1edfng ngu\u1ed3n l\u1ef1c, thay v\u00ec l\u00e0 \u201cl\u1ed1i tho\u00e1t\u201d trong th\u1ebf b\u1ecb \u0111\u1ed9ng v\u00ec kh\u1ee7ng ho\u1ea3ng chuy\u1ec3n giao.<\/span><\/p>\n

    4. \u201cS\u1ebfu \u0111\u1ea7u \u0111\u00e0n\u201d v\u00e0 tham v\u1ecdng th\u00e2u t\u00f3m ng\u01b0\u1ee3c<\/b><\/h2>\n

    Ngh\u1ecb quy\u1ebft 68\/NQ-CP \u0111ang m\u1edf ra h\u00e0nh lang ph\u00e1p l\u00fd thu\u1eadn l\u1ee3i \u0111\u1ec3 c\u00e1c t\u1eadp \u0111o\u00e0n t\u01b0 nh\u00e2n Vi\u1ec7t Nam b\u1ee9t ph\u00e1 v\u00e0 v\u01b0\u01a1n ra th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf. Vai tr\u00f2 c\u1ee7a doanh nghi\u1ec7p Vi\u1ec7t v\u00ec th\u1ebf c\u0169ng \u0111ang chuy\u1ec3n d\u1ecbch, t\u1eeb v\u1ecb th\u1ebf tham gia chu\u1ed7i gi\u00e1 tr\u1ecb sang v\u1ecb th\u1ebf d\u1eabn d\u1eaft v\u00e0 ki\u1ebfn t\u1ea1o. Nh\u1eefng \u201cs\u1ebfu \u0111\u1ea7u \u0111\u00e0n\u201d nh\u01b0 VinFast, FPT hay Masan kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c m\u1edf r\u1ed9ng quy m\u00f4 v\u1ed1n, m\u00e0 c\u00f2n h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c s\u1edf h\u1eefu c\u00f4ng ngh\u1ec7 l\u00f5i, th\u00e2u t\u00f3m h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i qu\u1ed1c t\u1ebf v\u00e0 r\u00fat ng\u1eafn th\u1eddi gian th\u00e2m nh\u1eadp c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00f3 t\u00ednh. Th\u00e2u t\u00f3m ng\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u ngo\u1ea1i, do \u0111\u00f3, kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c t\u00e0i ch\u00ednh, m\u00e0 l\u00e0 b\u01b0\u1edbc \u0111i th\u1ec3 hi\u1ec7n n\u0103ng l\u1ef1c qu\u1ea3n tr\u1ecb v\u00e0 b\u1ea3n l\u0129nh c\u1ee7a doanh nh\u00e2n Vi\u1ec7t tr\u00ean s\u00e2n ch\u01a1i to\u00e0n c\u1ea7u.<\/span><\/p>\n

    Tuy nhi\u00ean, th\u01b0\u01a1ng v\u1ee5 M&A ch\u1ec9 l\u00e0 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u. Th\u00e1ch th\u1ee9c th\u1ef1c s\u1ef1 n\u1eb1m \u1edf n\u0103ng l\u1ef1c qu\u1ea3n tr\u1ecb h\u1eadu s\u00e1p nh\u1eadp: l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 h\u00f2a h\u1ee3p v\u0103n h\u00f3a doanh nghi\u1ec7p \u0111a qu\u1ed1c gia, \u0111\u00e1p \u1ee9ng c\u00e1c chu\u1ea9n m\u1ef1c qu\u1ed1c t\u1ebf nh\u01b0 ESG v\u00e0 \u0111i\u1ec1u h\u00e0nh m\u1ed9t h\u1ec7 th\u1ed1ng ph\u1ee9c h\u1ee3p v\u1edbi nhi\u1ec1u t\u1ea7ng qu\u1ea3n l\u00fd. Ch\u1ec9 khi l\u00e0m ch\u1ee7 \u0111\u01b0\u1ee3c n\u0103ng l\u1ef1c \u0111i\u1ec1u h\u00e0nh \u1edf t\u1ea7m qu\u1ed1c t\u1ebf, th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t m\u1edbi c\u00f3 th\u1ec3 kh\u00f4ng ch\u1ec9 m\u1edf r\u1ed9ng hi\u1ec7n di\u1ec7n to\u00e0n c\u1ea7u, m\u00e0 c\u00f2n tr\u01b0\u1eddng t\u1ed3n v\u00e0 kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf b\u1ec1n v\u1eefng tr\u00ean b\u1ea3n \u0111\u1ed3 kinh t\u1ebf th\u1ebf gi\u1edbi.<\/span><\/p>\n

    >> \u0110\u1ecdc th\u00eam v\u1ec1 \u201cs\u1ebfu \u0111\u1ea7u \u0111\u00e0n\u201d<\/b>: <\/span>Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi (*): Nh\u1eefng “con s\u1ebfu \u0111\u1ea7u \u0111\u00e0n” m\u1edbi<\/span><\/a><\/p>\n

    5. N\u0103ng l\u1ef1c Marketing v\u00e0 b\u00e1n h\u00e0ng: \u0110i\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t ph\u1ea3i thay \u0111\u1ed5i ngay<\/b><\/h2>\n

    \u0110\u1ec3 chuy\u1ec3n m\u00ecnh t\u1eeb t\u01b0 duy sinh t\u1ed3n sang kh\u00e1t v\u1ecdng tr\u01b0\u1eddng t\u1ed3n, doanh nghi\u1ec7p Vi\u1ec7t c\u1ea7n m\u1ed9t cu\u1ed9c c\u00e1ch m\u1ea1ng th\u1ef1c s\u1ef1 trong qu\u1ea3n tr\u1ecb marketing v\u00e0 b\u00e1n h\u00e0ng. Kinh doanh d\u1ef1a tr\u00ean kinh nghi\u1ec7m c\u00e1 nh\u00e2n hay tr\u1ef1c gi\u00e1c c\u1ee7a ng\u01b0\u1eddi \u0111\u1ee9ng \u0111\u1ea7u kh\u00f4ng c\u00f2n \u0111\u1ee7 trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh d\u1eef d\u1ed9i hi\u1ec7n nay. Doanh nghi\u1ec7p c\u1ea7n bi\u1ebft ph\u00e2n t\u00edch d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch h\u1ec7 th\u1ed1ng, x\u00e1c \u0111\u1ecbnh r\u00f5 nh\u1eefng ph\u00e2n kh\u00fac gi\u00e1 tr\u1ecb thay v\u00ec ch\u1ea1y theo s\u1ed1 \u0111\u00f4ng, \u0111\u1ed3ng th\u1eddi t\u1ed1i \u01b0u gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (Customer Lifetime Value). C\u1ea1nh tranh b\u1eb1ng gi\u00e1 l\u00e0 cu\u1ed9c \u0111ua khi\u1ebfn doanh nghi\u1ec7p n\u1ed9i \u0111\u1ecba d\u1ec5 h\u1ee5t h\u01a1i tr\u01b0\u1edbc c\u00e1c t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia; thay v\u00e0o \u0111\u00f3, chi\u1ebfn l\u01b0\u1ee3c ph\u1ea3i d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb mang l\u1ea1i v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng xuy\u00ean su\u1ed1t h\u00e0nh tr\u00ecnh mua, d\u00f9ng v\u00e0 g\u1eafn b\u00f3.<\/span><\/p>\n

    \"Mu\u1ed1n
    Mu\u1ed1n tr\u01b0\u1eddng t\u1ed3n, doanh nghi\u1ec7p ph\u1ea3i c\u1ea1nh tranh b\u1eb1ng gi\u00e1 tr\u1ecb, kh\u00f4ng ph\u1ea3i b\u1eb1ng gi\u00e1.<\/em><\/figcaption><\/figure>\n

    Song song v\u1edbi \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn nh\u01b0 m\u1ed9t t\u00e0i s\u1ea3n chi\u1ebfn l\u01b0\u1ee3c d\u00e0i h\u1ea1n ch\u1ee9 kh\u00f4ng ch\u1ec9 l\u00e0 ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng c\u00e1o ng\u1eafn h\u1ea1n. \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi s\u1ef1 nh\u1ea5t qu\u00e1n gi\u1eefa cam k\u1ebft v\u00e0 h\u00e0nh vi c\u1ee7a to\u00e0n b\u1ed9 t\u1ed5 ch\u1ee9c, x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 sinh th\u00e1i gi\u00e1 tr\u1ecb ri\u00eang d\u1ef1a tr\u00ean s\u1ef1 am hi\u1ec3u s\u00e2u s\u1eafc v\u0103n h\u00f3a v\u00e0 t\u00e2m l\u00fd ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t. \u1ede kh\u00eda c\u1ea1nh b\u00e1n h\u00e0ng, doanh nghi\u1ec7p ph\u1ea3i gi\u1ea3m ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c c\u00e1 nh\u00e2n n\u1ed5i b\u1eadt, thay b\u1eb1ng m\u1ed9t h\u1ec7 th\u1ed1ng v\u1eadn h\u00e0nh b\u00e0i b\u1ea3n: \u1ee9ng d\u1ee5ng CRM khoa h\u1ecdc, c\u00e1 nh\u00e2n h\u00f3a th\u00f4ng \u0111i\u1ec7p marketing v\u00e0 t\u1ed1i \u01b0u k\u00eanh ph\u00e2n ph\u1ed1i theo h\u01b0\u1edbng \u0111a tr\u1ea3i nghi\u1ec7m. Khi s\u1ef1 nh\u1ea1y b\u00e9n c\u00f4ng ngh\u1ec7 c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t \u0111\u01b0\u1ee3c \u0111\u1eb7t trong m\u1ed9t c\u1ea5u tr\u00fac qu\u1ea3n tr\u1ecb chuy\u00ean nghi\u1ec7p, n\u00f3 s\u1ebd t\u1ea1o ra s\u1ee9c m\u1ea1nh c\u1ed9ng h\u01b0\u1edfng \u0111\u1ee7 l\u1edbn \u0111\u1ec3 c\u1ea1nh tranh s\u00f2ng ph\u1eb3ng v\u1edbi \u0111\u1ed1i th\u1ee7 qu\u1ed1c t\u1ebf ngay tr\u00ean s\u00e2n nh\u00e0.<\/span><\/p>\n

    6. T\u1eeb \u201csinh t\u1ed3n\u201d \u0111\u1ebfn \u201ctr\u01b0\u1eddng t\u1ed3n\u201d: T\u01b0 duy c\u1ea7n thay \u0111\u1ed5i<\/b><\/h2>\n

    \u0110\u1ec3 chuy\u1ec3n d\u1ecbch t\u1eeb \u201csinh t\u1ed3n\u201d sang \u201ctr\u01b0\u1eddng t\u1ed3n\u201d, th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t kh\u00f4ng th\u1ec3 ch\u1ec9 t\u1eadp trung ph\u00f2ng th\u1ee7 tr\u01b0\u1edbc l\u00e0n s\u00f3ng th\u00e2u t\u00f3m, m\u00e0 c\u1ea7n ch\u1ee7 \u0111\u1ed9ng \u0111\u1ecbnh h\u00ecnh nh\u1eefng chu\u1ea9n m\u1ef1c m\u1edbi cho th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o s\u1eb5n s\u00e0ng t\u1eeb b\u1ecf nh\u1eefng l\u1ed1i l\u00e0m c\u0169 v\u1ed1n d\u1ef1a nhi\u1ec1u v\u00e0o kinh nghi\u1ec7m v\u00e0 th\u00f3i quen, m\u1ea1nh d\u1ea1n ti\u1ebfp nh\u1eadn c\u00e1c chu\u1ea9n m\u1ef1c qu\u1ea3n tr\u1ecb to\u00e0n c\u1ea7u v\u1ec1 minh b\u1ea1ch, hi\u1ec7u qu\u1ea3 v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng. Tuy nhi\u00ean, qu\u00e1 tr\u00ecnh \u0111\u1ed5i m\u1edbi \u1ea5y kh\u00f4ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c \u0111\u00e1nh m\u1ea5t b\u1ea3n s\u1eafc; ng\u01b0\u1ee3c l\u1ea1i, doanh nghi\u1ec7p c\u00e0ng ph\u1ea3i gi\u1eef v\u1eefng nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i \u0111\u1ed9c b\u1ea3n \u0111\u00e3 t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a m\u00ecnh.<\/span><\/p>\n

    Khi bi\u1ebft k\u1ebft h\u1ee3p nhu\u1ea7n nhuy\u1ec5n gi\u1eefa gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac truy\u1ec1n th\u1ed1ng v\u1edbi n\u0103ng l\u1ef1c qu\u1ea3n tr\u1ecb hi\u1ec7n \u0111\u1ea1i, gi\u1eefa t\u01b0 duy marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u v\u1edbi kh\u00e1t v\u1ecdng v\u01b0\u01a1n t\u1ea7m qu\u1ed1c t\u1ebf, th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t s\u1ebd s\u1edf h\u1eefu m\u1ed9t n\u1ec1n t\u1ea3ng ph\u00e1t tri\u1ec3n v\u1eefng ch\u1eafc v\u00e0 d\u00e0i h\u1ea1n. \u0110\u00f3 kh\u00f4ng ch\u1ec9 l\u00e0 kh\u1ea3 n\u0103ng t\u1ed3n t\u1ea1i trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, m\u00e0 c\u00f2n l\u00e0 n\u0103ng l\u1ef1c d\u1eabn d\u1eaft, ki\u1ebfn t\u1ea1o xu h\u01b0\u1edbng v\u00e0 kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf tr\u00ean b\u1ea3n \u0111\u1ed3 kinh t\u1ebf to\u00e0n c\u1ea7u.<\/span><\/p>\n

    Trong k\u1ef7 nguy\u00ean m\u1edbi, s\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t kh\u00f4ng c\u00f2n ch\u1ec9 d\u1ef1a v\u00e0o l\u00f2ng y\u00eau n\u01b0\u1edbc c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, m\u00e0 n\u1eb1m \u1edf kh\u1ea3 n\u0103ng chuy\u1ec3n h\u00f3a gi\u00e1 tr\u1ecb c\u1ea3m x\u00fac th\u00e0nh n\u0103ng l\u1ef1c c\u1ea1nh tranh th\u1ef1c t\u1ebf v\u00e0 b\u1ec1n v\u1eefng. M&A v\u00ec th\u1ebf kh\u00f4ng ph\u1ea3i l\u00e0 d\u1ea5u ch\u1ea5m h\u1ebft cho b\u1ea3n s\u1eafc, m\u00e0 c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh b\u1ec7 ph\u00f3ng n\u1ebfu doanh nghi\u1ec7p gi\u1eef \u0111\u01b0\u1ee3c th\u1ebf ch\u1ee7 \u0111\u1ed9ng v\u00e0 chi\u1ebfn l\u01b0\u1ee3c d\u00e0i h\u1ea1n. Qu\u1ea3n tr\u1ecb chuy\u00ean nghi\u1ec7p kh\u00f4ng l\u00e0m m\u1ea5t \u201ch\u1ed3n Vi\u1ec7t\u201d, ng\u01b0\u1ee3c l\u1ea1i c\u00f2n gi\u00fap nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i \u1ea5y \u0111\u01b0\u1ee3c khu\u1ebfch \u0111\u1ea1i tr\u00ean quy m\u00f4 l\u1edbn h\u01a1n. T\u01b0\u01a1ng lai s\u1ebd thu\u1ed9c v\u1ec1 nh\u1eefng doanh nghi\u1ec7p bi\u1ebft k\u1ebft h\u1ee3p tr\u00ed tu\u1ec7 qu\u1ea3n tr\u1ecb qu\u1ed1c t\u1ebf v\u1edbi c\u0103n t\u00ednh v\u0103n h\u00f3a b\u1ea3n \u0111\u1ecba, \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t kh\u00f4ng ch\u1ec9 l\u00e0 ni\u1ec1m t\u1ef1 h\u00e0o trong n\u01b0\u1edbc m\u00e0 c\u00f2n l\u00e0 m\u1ed9t th\u1ef1c th\u1ec3 kinh t\u1ebf t\u1ef1 c\u01b0\u1eddng tr\u00ean b\u1ea3n \u0111\u1ed3 to\u00e0n c\u1ea7u.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

    B\u00e0i vi\u1ebft tr\u00edch t\u1eeb b\u00e0i chia s\u1ebb c\u1ee7a t\u00f4i v\u1edbi B\u00e1o Ng\u01b0\u1eddi Lao \u0111\u1ed9ng: Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi (*): B\u00e0i to\u00e1n gi\u1eef “h\u1ed3n Vi\u1ec7t” Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t trong k\u1ef7 nguy\u00ean m\u1edbi (*): Nh\u1eefng “con s\u1ebfu \u0111\u1ea7u \u0111\u00e0n” m\u1edbi (Link b\u00e0i b\u00e1o chi ti\u1ebft \u0111\u00e3 \u0111\u01b0\u1ee3c…<\/p>\n

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