Các yếu tố quản trị tạo nguồn lợi thế cạnh tranh marketing của doanh nghiệp thương mại bán lẻ và phương pháp đánh giá=Governance factors creating competitive marketing advantages for retail trade enterprises and evaluation methods

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Tác giả: Bảo Ngọc Nguyễn, Thị Thủy Phùng

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Nghiên cứu Tài chính Kế toán, 2024

Mô tả vật lý: tr.61-66

Bộ sưu tập: Metadata

ID: 243102

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Based on research and updated theories on marketing resources, marketing capacity and the marketing process of providing value by a number of typical domestic and foreign scientists such as: Thompson&Strickland
Kotler&Keller
Nguyen Bach Khoa, Ho Duc Hung,... The article was written to establish the concept of access
Identify 6 groups of factors with 30 constituent elements and determine criteria and methods for evaluating management factors that create a source of competitive marketing advantage for retail commercial enterprises. At the same time, to demonstrate, the article uses these criteria and evaluation methods to analyze the current situation and raise a number of urgent issues that need to be implemented to optimally manage factors that create marketing competitive advantage. of retail commercial enterprises when entering and positioning themselves in a highly competitive position in the Vietnamese retail market.Trên cơ sở nghiên cứu cập nhật lý thuyết về nguồn lực marketing, năng lực marketing và quá trình marketing cung ứng giá trị của một số nhà khoa học trong và ngoài nước điển hình như: Thompson&Strickland
Kotler&Keller
Nguyễn Bách Khoa, Hồ Đức Hùng,… Bài viết được thực hiện nhằm xác lập quan niệm tiếp cận
nhận dạng 6 nhóm yếu tố với 30 yếu tố cấu thành và xác định tiêu chí, phương pháp đánh giá các yếu tố quản trị tạo nguồn lợi thế cạnh tranh marketing của doanh nghiệp thương mại bán lẻ. Đồng thời để minh chứng, bài viết sử dụng các tiêu chí, phương pháp đánh giá này trong phân tích thực trạng và nêu ra một số vấn đề cấp thiết cần triển khai nhằm quản trị tối ưu các yếu tố tạo lợi thế cạnh tranh marketing của doanh nghiệp thương mại bán lẻ khi xâm nhập, định vị thế cạnh tranh cao trên thị trường bán lẻ Việt Nam.

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