De 6.

Van de co ban cua nhan hieu san pham?

* Mot so khai niem co ban cua nhan hieu

Nhan hieu la ten goi , thuat ngu, bieu tuong ,hinh ve hay su phoi hop gia chung, duoc dung de xac nhan hang hoa hay dich vu cua doanh nghiep(nguoi ban) va phan biet chung voi san pham hang hoa va dic vu cua cac doi thu canh tranh.

Nhu vay loai tru nhan hieu duoc tao ra nhu the nao thi chguc nang co ban cua nhan hieu the hienn tren hai phuong dien: khang dinh ai la chu cua hang hoa hay nguon goc cua hang hoa va haong hoa cua ho khac voi hang hoa cua nguoi khac nhu the nao?

Ten nhan hieu: la bo phan cua nhan hieu, la cai ma ta co the doc duoc.

Dau hieu nhan hieu: la bo phan cua nhan hieu ma ta co the nhan bietduoc nhung khong doc duoc ( bao gom: bieu tuong, hinh ve, mau sac…).

Dau hieu cua hang hoa: la toan bo nhan hieu hay mot bo phan cua no duoc dang ki tai co quan quan li nhan hieu va do do duoc bao ve ve mat phap li. Quyen tac gia: la quyen doc chiem tuyet doi ve sao chup, xuat ban ,va ban noi dung va hinh thuc cua mot tac pham van hoc, am nhac hay nghe thuat…

*Cac quyet dinh co lien quan den nhan hieu cua san pham.

Khi thuc hien chien luoc san pham cua minh cac doanh nghiep phai quyet dinh nhieu van de co lien quan den nhan hieu hang hoa. Quyet dinhai la nguoi chucua nhan hieu hang hoa: thuong thi cac nha san xuat mong muon san pham cua minh tao ra mang ten cua chinh minh. Tuy nhien trong thuc te doi khi vi nhung li do khac nhau ma ten nhan hieu lai khong phai la nhan hieu cua nha san xuat.Co the co 3 tinh huong giai quyet van de nay:

- San pham duoc ban tren thi truong duoi nhan hieu cua chinh minh san xuat.

- San pham duoc ban tren thi truong duoi nhan hieu cua nhung nguoi trung gian.

- San pham duoc ban tren thi truong duoi nhan hieu hon hop vua cua nha san xuat vua cua nha trung gian.

Moi cach tren deu co nhung uu diem , han che nhat dinh. Voi cac cong ti tuy vao vi the cua cong ti tren thi truong, loai san pham … ma lua chon ai la chu  nhan hieu cho thich hop va co hieu qua.

Quyet dinh ve ten nhan hieu: cac cong ty can quyet dinh dat ten nhan hieu cho sp cua minh nhu the nao?dieu nay se don gian hon khi cong ty chi san xuat mot loai san pham hoac chung loai sp dong nhat.nhung quyet dinh dat ten cho nhan hieu se tro nen phuc tap hon neu cong ty san xuat nhieu loai san pham, hoac chung loai sp ko dong nhat. Trong nhung tinh huong tren co 4 cach dat ten cho nhan hieu:

-ten nhan hieu rieng biet duoc su dung cho cung mat hang nhung co dac tinh khac nhau it nhieu

-ten nhan hieu dong nhat cho tat ca ahng hoa duoc sx boi cong ty

-ten thuong mai cua cong ty rat hop voi ten nhan hieu rieng biet cua hh

Ten nhan hieu tap the cho tung dong ho hang hoa( tung mat hang )do cong ty san xuat . moi cach dat ten nhu tren dieu co nhung uu diem va han che nhat dinh. Tuy nhien du la cach nao thi ten cua nhan hieu cung phai dam bao bon yeu cau co ban sau :

-no phai ham y ve loi ich cua hh

-no phai ham y ve chat luong cua hh

-no phai de doc , de nho va de nhan biet

-no phai khac biet voi nhung ten khac

Trinh bay co ban ve lua chon khenh phan phoi san pham hang hoa nong nghiep?

Nhung yeu cau lua chon kenh phan phoi:

-Yeu cau ve muc do bao phu thi truong:

tuy dac diem cua hang hoa ma xac dinh do bao phu thi truong, su bao phu thi truong cua kenh phan phoi tao dieu kien thuan loi cho nguoi mua vi ho tiet kiem duoc thoi gian va chi phi di lai de tim kiem hang hoa.tranh thu khach hang va tang luong ban hang hoa nhieu hon

-yeu cau ve muc do dieu khien kenh:muc do dieu khien kenh phu thuoc vao viec chon kenh truc tioep hay gian tiep. Kenh truc tiep nha sx dieu khien chu dong va chat che con kenh gian tiep thi nha sx phai tu bo mot so yeu cau dieu khien viec tieu thu sp cua minh tren thi truong

-yeu cau xem xet den tong chi phi phan phoi cua ca kenh . muc tieu cau dn la toi uu hoa hoat dong cua ca hoat dong voi chi phi phan phoi thap nhat

-yeu cau phai xem xet muc do linh hoat cua kenh vi sx phai luon thay ddoi voi thich ung cua thi truong.nhung san pham co tuong lai dai thi chon kenh hop dong cam ket , nguoc lai nhung sp ko co tuong lai chac chan thi chon kenh ko cam ket lau dai

*muc tieu cua kenh

Muc tieu cau kenh phan phoi se dinh ro kenh se vuon toi thi truong nao, voi muc tieu phuc vu khach hang toi dau va cac trung gian pahi hoat dong nhu the nao?nhung muc tieu khac nhau doi hoi kenh phan phoi khac nhau ve ca cau truc lan cach quan li trong kenh

*dac diem cua san pham:

Viec thiet ke kenh chiu anh huong cua dac diem sp.nhung sp mau hu hong nhat la sp tuoi song cua nganh nong nghiep can xay dung kenh truc tiep, nhung sp cong kenh, nang ne doi hoi kenh phan phoi ngan dam bao den muc thap nhat ve cu ty van chuyen va so lan boc xep tu nha san xuat den nguoi tieu dung. Nhung san pham ko tieu chuan hoa nhu viec xay dung mo hinh thi phai xay dung kenh truc tiep.nhung san pham co gia tri cao thi dn su dung luong ban hang cua minh chu it dung luc luong trung gian

*dac diem cua khach hang

Khi thiet ke kenh phan phoi phai xem xet den dac diem cua khah hang do la quy mo,co cau,mat do va hanh vi khach hang.khach hang o rai rac,mat do thua thi chon kenh dai.khach hang thuong mua dieu dan tung luong  hang nho cung can nhung kenh phan poi dai,nhu khach mua muoi,gao la nhung khach mua thuong xuyen voi luong ko nhieu nen chon kenh phan phoi dai va rong khap

*dac diem cua cac trung gian phan poi

Viec thiet ke kenh phai pan anh duoc nhung diem manh va diem yeu cua ca trung gian phan poi trong viec thuc hien nhiem vu cua ho.trung gian co kha nang khac nhau trong viec tiep xuc voi khach hang trong viec thuc hien quang cao, luu kho,khai thac khach hang …vi vay , dn phai phan tich de luc chon loai trung gian thich hop cho kenh phan poi cua minh.

*phan tich kenh phan poi cua doi thu canh tranh

Dn ca phan tich nhung uu the va nhung han che chu yeu cua kenh phan poi cua doi thuc canh tranh de thiet ke kenh phan phoi cua minh co kha nang canh tranh cao hon.

*dac diem cua chinh dn

Xem xet quy mo cua dn,nguon luc cua dn lam can cu thiet ke kenh phan poi. Quy mo dn se quyet dinh quy mo thi truong va kha nang lua chon nhung trung gian phan poi.nguon tai chinh cua dn se quyet dinh no co the thuc hien chuc nang phsn poi nao va chuc nang nao phai nhuong cho trung gian

*dac diem cua mt kdoanh

Khi nen kinh te suy thoai , nha sx thuong san xuat cac kenh ngan  va bo bot cac dich vu ko can thiet de giam gia ban sp.nhung quy dinhvoi rang buoc phap li cung anh huong de kieu kenh . luat phap ngan chan viec to chuc kenh co xu huong triet tieu cah tranh va tao doc quyen

Lua chon cac kenh phan phoi:

Sau khi dn da xac dinh duoc thi truong muc tieu va dinh vi san pham,cong viec ke tiep la luc chon kenh phan poi phu hop.moi phuong an cua kenhduoc mo ta bang 3 yeu to : cac loai trung gian,so luong trung gian, cac dieu kien va trach nhiem cua moi thanh vien trog kenh phan poi.

*cac loai trung gian

Dn co the xac dinh cac loai trung gian san co tren thi truong de tao kenh phan phoi cho minh. Ngoai luc luong ban hang truc tiep cua minh dn nghiep co the xem xet dua vao kenh phan poi cac trung gian nhu dai ly cua nhung nguoi san xuat khac , nhung kenh phan phoi doc quyen,dai li ban le, nhung nha ban buon ,nhung nguoi ban le va thi truong co the dat hang qua buu dien hoac internet…doi khi dn lai chon kenh phat trien khac thuong tnhu ban hang luu dong,bang hang theo mang…nhung san pham tieu dung hang ngau nhu gao,mam ,muoi dung hinh thuc ban hang luu dong phuc vu den tan nha cung tieu thu luong kha lon san pham.

*so luong trung gian

So luong trung gian tuy thuoc vao hinh thuc phan poi, co 3 hinh thuc phan phoi co ban :

-phan phoi doc quyen: nha san xuat han che so luong trung gian ban hang de kiem soat chat che qua trinh bang  va cac dich vu do nguoi ban thuc hien, voi mot so mot it nguoi ban duoc giao dac quyen phan phoi san pham cua nha san xuat trong moi khu vuc thi truong nhat dinh. Nguoi ban ko duoc ban hang cua doi thu canh tranh. Xu huong doc quyen nay la de cao hinh anh cua nha san xuat,hinh thuc phan poi doc quyen thuong duoc ap dung trong cac loai san pham doi hoi ky thuat cao va gia tri nhu oto, may keo, may nong nghiep…

-phan phoi chon loc:chon mot so trung gian uu diem cua hinh thuc nay la dn ko phai phan tan nguon luc  cho qua nhieu cua hang va xay dung tot moi quan he voi cac trung gian da duoc tuyen chon, dn bao quat thi truong va kiem soat thi truong tot hon.

*phan phoi rong rai:cang nhieu cua hang cang tot vi nguoi tieu dung can mua hang duoc thuan tien nhat . hinh thuc phan phoi nay thuong duoc ap dung voi nhung san pham tieu dung hang ngay nhu gao , muoi, cac loai thuc an , hoa qua….