chng 1 tng quan v mn hc pht trin sn phm 1.1.

i tng ca mn hc - Khi nim v sn phm: Sn phm l kt qu ca qu trnh sn xut hoc cung ng dch v, nhm mc ch kinh doanh hoc tiu th. Khch hng l mc tiu ca sn phm ti. Sn phm cng pht huy c nhng li ch chc nng ca n, cng nh cm tnh m n mang li cho khch hng cng ln, th cng kch thch h mua sn phm nhiu hn. Pht trin sn phm chnh l mc tiu ti quan trng m cc nh sn xut kinh doanh lun hng ti, l mt qu trnh lu di nhm hon thin sn phm ti mc ti a; cng l mc tiu tng th phn ca sn phm, tng trng kinh doanh v tho mn ti a yu cu ca khch hng. Pht trin sn phm l mt ni dung yu cu cc nh sn xut kinh doanh phi nghin cu mt cch tng hp cc yu t nh nguyn liu, cng ngh, cht lng sn phm, bao b, nhn hiu ... th trng v cc chnh sch khc phc v cho sn phm ca mnh. Pht trin sn phm khng c ngha ch dnh cho sn phm c ch ng trn th trng, m c th l cho mt sn phm mi c nhen nhm bi mt tng c cn c t nhu cu ca th trng hoc mt tng sng to t mt nghin cu khoa hc - cng ngh to ra sn phm mi c kh nng tiu th trn th trng. 1.2. Nhim v v mi quan h vi cc mn hc khc

Pht trin sn phm l mt qu trnh kt hp cc kin thc chuyn mn, cng nh kt qu nghin cu ca cc lnh vc kinh t, th trng, khoa hc cng ngh. Tuy nhin pht trin sn phm cng c th hng vo pht trin mt mt no ; V d hng vo th trng bao gm vic pht huy thng hiu sn phm, qung co, c cc chnh sch tiu th sn phm ph hp ... hoc hng vo cng ngh sn xut nh: u t trang thit b, cng ngh hin i, t ng ho, thay th nguyn liu, hng vo sn phm mi ... Bi vy, mn hc pht trin sn phm c mi quan h cht ch vi cc mn hc khc nh: - Kinh t, th trng (Marketing, tiu th sn phm, thng hiu ...) - Cng ngh sn xut, ch bin cc sn phm, k thut bao b, k thut bo qun ... - Qun l cht lng sn phm, s hu cng nghip ... 1.3. Ni dung ca mn hc pht trin sn phm Ni dung ca mn hc s cp n cc vn sau: - Bao b sn phm, bo qun v v sinh an ton thc phm. - Nhn hiu sn phm, m s, m vch ca sn phm. - Thng hiu sn phm, cc h thng qun l cht lng sn phm. - Thit k sn phm mi. - Th trng (Marketing, tiu th sn phm v cc chnh sch ph hp cho tiu th sn phm).

Chng 2 Gii thiu v bao b thc phm 2.1. Khi nim v lch s pht trin ca bao b thc phm - Khi nim chung: Bao b thng phm ca hng ho l bao b cha ng hng ho v cng lu thng vi hng ho. Bao b hng ho gm hai loi: bao b trc tip v bao b ngoi. + Bao b trc tip l bao b cha ng hng ho, tip xc trc tip vi hng ho to ra hnh khi bc kn theo hnh khi ca hng ho. + Bao b ngoi l bao b dng gi mt hoc mt s n v hng ho c bao b trc tip. - Lch s pht trin ca bao b: Qu trnh pht trin ca bao b thc phm (bao gm t ch to vt liu, thit k, ch to mu m, hnh dng, cng ngh trang tr ...) lun gn lin vi qu trnh pht trin ca cng ngh sn xut thc phm. Bao b thc phm tr nn rt a dng, phong ph theo hng lot sn phm mi, ngy cng nng cao c cht lng cho thc phm, m bo v sinh, an ton, tng thi hn bo qun, p ng vic lu thng sn phm xa hn, rng hn. Cc loi bao b c dng t xa xa nh chai, l thu tinh (dng cho cng nghip sn xut ru bia hay ng gi cc sn phm qua ch bin), nh cc loi hp st ty c trng vc ni

trong v ngoi hp (dung trong cng nghip hp rau qu, tht c). Vi tc pht trin mnh ca cng nghip ho hc xut hin nhiu chng loi bao b lm t cc hp cht trng hp c cu to phc tp (v d: hp cht silicon, polyetylen, polypropylen ...). Nhng vt liu hp cht trng hp c nhiu u im: chc chn, bn ho hc cao, n hi tt, hnh thc hp dn, nh, khng thm nc, khng cho kh lt qua ..., ng thi chu c cc ch thanh trng nhit hoc khng b bin cht trong iu kin bo qun thm (di 00C). n nay chng ta cn gp nhiu loi bao b nh: giy (ba) trng mng nha, giy (mng) kim loi, cc loi nha (plastic) ... ph hp vi mi thc phm, tin li v gn thn thin vi mi trng. c bit cc loi bao b ngoi cng c quan tm v pht trin mnh c chng loi, hnh thc v cht lng. Cc bao b ngoi bng g, kim loi c thay th dn bng cc loi tn sng nhiu lp, chng c nhiu u im nh, bn,cng, chng thm li a dng mu m v trang tr p, gi r. 2.2. Bao b vi cht lng v tiu th sn phm 2.2.1. Bao b v an ton cht lng thc phm + Cc loi kiu mu bao b, vt liu sn xut bao b phi ph hp vi sn phm, bo v c sn phm khi nhim bn, nhim vi sinh vt, ngn chn h hng v thun tin cho vic ghi nhn ng (c ni dung, quy nh). + Vt liu lm bao b khng c, khng to mi e do no ti an ton, m bo thi hn bo qun.

V d: Nhng dng ung giu vitamin phi ng trong cc bao b kn hay chai thy tinh mu, trnh s phn hu bi nh sng. . Nhng sn phm ung c ga (CO2) phi c ng trong cc chai thu tinh hay lon (hp) chu p lc. + Nhng bao b trc tip phi thanh trng cng vi sn phm yu cu chu nhit cao, khng bin tnh, bin dng. + Nhng loi bao b dng li (ti s dng) phi bn, d lm sch v ty trng. 2.2.2. nh hng ca hnh thi bao b n tiu th sn phm Bao b ngoi mc ch bao gi, bo v sn phm ... th hnh thi bao b phi to c n tng v thm m, bt mt, c sc li cun ... nh mt tc phm ngh thut. y l mt yu t quan trng tc ng n s thch th, la chn ca khch hng i vi sn phm. Ngy nay bao b tr thnh cng c c lc cho hot ng Marketing v: - H thng ca hng t chn ngy cng tng - Mc mua sm ngy mt tng mnh - Bao b gp phn to ra hnh nh ca Cng ty v nhn hiu - Bao b to ra kh nng v nim v s ci tin sn phm c bit vi mt s sn phm thc phm cn c dng lm qu biu, tng trong cc dp l tt, sinh nht nh bnh, ko, ru ng chai ... th hnh thc bao b l rt quan trng.

Bi vy chng loi bao b phi lun ph hp vi loi hnh ca sn phm. V d: bao b phi ph hp vi vic bao gi cc dng sn phm l nc, dng st hay dng rn. Bao b phi tng xng vi cht lng v gi tr, gi c ca tng loi sn phm. Bao b phi c quan tm n mt s yu t sau: + Vic to hnh cho bao b + Chn la hnh nh, mu sc, b cc trang tr, ch vit + Chn vt liu ph hp vi sn phm + Cng phi quan tm n c bao b trc tip v bao b ngoi + Tin ch khi s dng hoc ti s dng 2.3. Mt vi yu t cn ch khi la chn bao b mi Bao b tip xc trc tip vi thc phm nn khi la chn bao b mi cn nghin cu thn trng mi mt: + Xc nh ngun gc, cng ngh ch to vt liu mi, xc nh c cc d lng ho cht c, cc nguy c c hi khc c th chuyn qua thc phm. + Tm hiu cc c tnh ho l ca vt liu, phi m bo cc yu cu ca bao b thc phm (v sinh, an ton, thanh trng, bo qun ...). + Tnh tin tch trong s dng, lu thng v mc thn thin vi mi trng. + Gi thnh phi ph hp, r. 2.4. nh hng ca bao b n mi trng Bao b sau s dng thuc loi rc thi sinh hot, khng c hi. V mc nguy hi vi mi trng th rc thi bao

b khng bng rc thi cng nghip, bnh vin hay cc loi kh thi khc. Trong bao b sau s dng cn cha ng mt lng thc phm st li, y l cc loi thc phm c cha cc cht dinh dng, nn l mi trng thun li cho vi sinh vt gy chua, gy thi xm nhp, hot ng, pht trin. Vi thi quen x rc ba bi, cc loi bao b sau s dng s l nguy c pht tn vi sinh vt, mm bnh vo khng kh, ngun nc, t tc ng xu n mi trng. Nhng loi bao b l vt liu trng hp (Polime) thi gian phn hu rt lu (ti hng chc nm), bi vy bin php chn lp l khng hiu qu, phi bng bin php thiu t rt tn ph. Loi bao b ny khng ti ch hay ti s dng c. Hu ht cc loi bao b l kim loi, thu tinh, cc tng, giy, th c ti 70% c thu hi ti s dng v ti ch. y l cc loi bao b thn thin vi mi trng hn. 2.5. Mi quan h gia bao b thc phm v s pht trin x hi X hi ngy cng pht trin, nhng i hi ca con ngi v sn phm thc phm cng cao, chng hn nh: nhng yu cu v cht lng thc phm (thc phm giu dinh dng, ring cho cc la tui ...), v v sinh an ton thc phm cng nghim ngt, tin ch s dng, tit kim thi gian (thc phm n nhanh, thc phm ch bin sn n lin ...), gi thnh r ... do vy s c nhiu mt hng thc phm mi ra i. Bao b thc phm phi p ng yu cu cho sn phm thc phm v cc vn trn, ng thi t n li phi lun

ci tin v cht liu, mu m do th hiu ca x hi ngy cng i hi cao hn. Nh vy, bao b thc phm l mt loi sn phm phi lun pht trin, tin b v cc mt p ng cho mi yu cu ca mt x hi pht trin. 2.6. Xu hng th gii hiu nay io vi bao b thc phm Xu hng chung ca th gii hin nay i vi bao b thc phm ang tp trung vo cc vn sau: + Tm kim thm nhiu vt liu lm bao b thc phm nh: vic nghin cu kt hp cc vt liu sinh khi v tng hp hu c, cc vt liu mng mng (nha, kim loi ...) kt hp vi Xellulo. + Nng cao tnh tin ch ca bao b thc phm trong bo qun, s dng v bo v mi trng. + Bao b thc phm phc v cho cc sn phm c sn ca cc dn tc, cc vng, cn phi mang m yu t vn ho ring. + Vn gim chi ph bao b trong c cu gi thnh 1 n v sn phm.

Chng 3 Cc yu t gy h hng thc phm v cch la chn bao b c kch c nh 3.1. Cc yu t gy h hng thc phm 3.1.1. Vi sinh vt Vi sinh vt bao gm 5 nhm: vi khun, nm men, nm mc, vi rut v k sinh trng l th phm hng u gy ra nhng h hng thc phm. Thc phm ni chung (bao gm c ti sng v ch bin) bn cht l nhng hp cht hu c giu dinh dng (Protein, gluxit, lipt), l mi trng thun li cho vi sinh vt xm nhp v ph hng. Cc dng h hng ca thc phm do vi sinh vt nh: b thi ra (do phn hu Protein), b chua (do phn hu gluxit), b oxi ho (cc cht bo), to mi, mu sc hoc bin i trng thi ca sn phm. Nguy hi hn l mt s loi vi sinh vt gy bnh hoc tit ra c t, nhim vo thc phm l mi quy hi cc k cho an ton thc phm. a) i vi thc phm ti sng (nh rau qu, tht, c ...) + Ngun gc vi sinh vt trn thc phm ti sng l chng c sn trn thc phm t trc khi thu hoch. V d: h vi sinh vt rau qu c sn trn b mt rau, qu, c, r ... h vi sinh vt c c sn trn b mt thn c, mang c hay trong rut c. Hoc vi sinh vt b nhim vo thc phm qua vn chuyn, bo qun, trao i. + Cc dng hng ca thc phm ti sng l tu thuc vo tng h vi sinh vt ca thc phm y, cu trc v thnh phn ho hc ca thc phm.

V d: C khi b nhim vi sinh vt v h hng thng c mi tanh, thi, n, bng trng to ln, mt c b ph hu, c mu c, lm vo ... Tht c cc dng hng sau: b nhy b mt, c mi kh chu (thi), mt mu hng t nhin, hoc c cc mu do nm mc. Rau qu c cc dng hng sau: b thi, ln men chua, c mu sc ca nm mc ... b) i vi thc phm ch bin (sn phm sy kh, hp, bnh ko, dm bng, xc xch ...) - Vi sinh vt b nhim trong qu trnh ch bin hoc khng m bo ng cc iu kin k thut (nh thanh trng, sy, nng mui, pH, bao b...) - B nhim do bo qun, vn chuyn (nh nhit v thi gian khng m bo, vn chuyn khng ng quy cch ...). Nhng dng hng loi sn phm ny gm c: b mc, b phng hp, sn phm b kt ta (c) bin i mu sc, trng thi, mi v, i kht ... 3.1.2. Enzim Ngoi nhng enzim do vi sinh vt sinh ra, trong qu trnh nhim vo thc phm, to nn nhng bin i lm h hng thc phm th c mt s enzim c sn trong thc phm ti sng, trong iu kin thch hp (nhit , pH ...) chng s tha gia chuyn ho cc thnh phn trong thc phm theo chiu hng c hi. C hai loi enzim ch yu l thu phn v oxi ho. Chng thng xc tc cc qu trnh thu phn to ra nhng sn phm khng c li, gim dinh dng ca thc phm. Cn cc enzim oxi ho to nn s bin i v mu sc, mi v,

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lm gim cht lng. Bi vy ngi ta thng tin hnh kh cc enzim ny trc khi ch bin. V d: Trong sa ti c enzim lipaza thng hot ng trong mi trng dch sa trong qu trnh lm lnh hoc khuy trn hay ng ho sa. N c tc ng to nn mi hi kht hay lm gim cht lng sa. Hoc mt s thc vt (c, qu, ch) c cha cc enzim oxi ho thng to cho sn phm b thm mu hay v thay i. Vitamin c dng lm cht chng oxi ho cho cc sn phm khoai ty v cht bo trong qu trnh ch bin. 3.1.3. Cc yu t lm thay i tnh cht ho hc ca thc phm S thay i tnh cht ho hc ca thc phm l nhng bin i v cu trc ho hc, thnh phn ho hc, h enzim, v mi v, mu sc dn n thc phm b h hng. Nguyn nhn gm cc yu t sau: a) Tc ng ca nhit , pH: Cc tc ng ny lun gp trong mi trng (thu hoch, bo qun, vn chuyn) hoc trong cc quy trnh cng ngh ch bin sn phm. Nu khng thc hin ng cc thng s v nhit v gi tr pH trong ch bin, bo qun s gy nn nhng bin i tnh cht ho hc ca thc phm. V d: Di tc ng ca nhit v pH thng gy nn s ng t protein, bt hot cc enzim, hoc to cc phn ng mu (nh melanoidin). b) Tc ng ca nh sng

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Mt s sn phm giu vitamin, yu cu phi c bo v, khng chu tc ng ca nh sng. Hoc nh sng c th phn hu mu sc ca sn phm. c) Cc cht thm vo sn phm (nh cc ph gia thc phm, cht n, cht mu, cht hng) Nhng cht ny khi thm vo sn phm to nhng mc ch ring, c quy nh nghim ngt v liu lng cho tng loi sn phm c th ... V vy khng tun th cc yu cu trn cng dn n s thay i ho hc ca thc phm. 3.1.4. Cc cht bn Cc cht bn c th chia thnh 3 nhm: - T mi trng nhim vo nh t, ct, bi, rc, lng, tre ... - T ngun ch bin lm nhim bn vo qua tay, qun o, hay dng c ch bin. - T bao b nhim vo nh vy thu tinh b chc ra (trong cc chai ng), cc vt liu t bao b dnh vo thc phm (cc mnh nh, mu sc, giong cao su ...) Cc cht bn ng vai tr nh mt cht trung gian "mang" vi sinh vt vo thc phm hoc chnh cc cht bn l nhng cht c hi gy hng thc phm. 3.1.5. Cc yu t lm thay i tnh cht vt l ca thc phm Cc tnh cht vt l ca thc phm gm: - Trng thi sn phm (xp, mm, cng, snh, lng, st, c), bn c hc, sng ti (mu) trong, c, n hi ...

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Nhng yu t lm thay i tnh cht vt l ca thc phm gm: a) Nguyn liu khng m bo cht lng hay thay th khng ph hp V d: Bnh m l mt sn phm yu cu cht lng phi n (xp do cc ti kh c bc bi mng gluten) sau khi nng bnh. Nu cht lng bt m km, hm lng gluten thp th bnh kem n, km xp. Cc sn phm m si yu cu dai ca si cao. Nu thay th mt t l bt go cho bt m, th m si s c cht lng km i v dai ca si. Nguyn nhn l hm lng amilo v amilopectin trong go km so vi bt m. b) Khng m bo cc iu kin k thut sn xut trong quy trnh cng ngh V d: Cc sn phm i hi trong, nu k thut lc khng m bo s cn vn c. Hoc nc qu khng x l ht cht pectin s b vn c. Nhng sn phm thu phn protein nu qu trnh thu phn khng trit , s cn li cc hp cht trung gian (pptit) cng to c hoc kt ta l lng cho sn phm. c) C nhng sn phm i hi phi thm cht ph gia to ra tnh cht vt l ring cho n, nhng nu s dng cc cht ph gia khng ng chng loi, cht lng, t l hay phng thc ch bin cng to nn s bin i tnh cht vt l ca sn phm. V d: Trong sn xut mt hng bnh ko ngi ta thng s dng mt s ph gia to th ng c, to dai ... cho sn phm.

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d) Cc yu t nh hng do bo qun, vn chuyn v bao b cng gy nn s bin i tnh cht vt l ca sn phm. V d: Sa bt b vn, ng do bo qun. 3.2. S la chn bao b cha thc phm c kch c nh Hin nay c mt s mt hng thc phm, cc nh sn xut c xu hng la chn bao b cha thc phm c kch c nh. Chng hn cc sn phm sa nc (sa ti, sa pha ch) c ng trong cc hp bng ba ph mng nha, kch c t 100ml tr ln. Cc loi: c ph tan, ch tan ... loi gi nh 18, 20 gam bao b giy nha trng mng kim loi. Hoc cc mt hng gia v c 10ml (chai nha) hay c 50 gam (tup nha, kim loi). Thm ch cc loi ung, nc khong, nc tinh lc ng chai nha t 100ml. S d xu hng la chn ny pht trin nhanh do hai nguyn nhn: - Mt l nh s pht trin cng nghip ch to thit b ng gi sn phm thc phm t ng v a dng c cc mt hng. - Hai l cc sn phm thc phm phi p ng c s pht trin ca x hi, thc phm ngoi vic m bo cht lng v sinh an ton, dinh dng ... cn phi p ng vic tit kim thi gian, gi r v a dng cho mi i tng khch hng. Nhng u im ni tri ca bao b kch c nh l: + Nh sn xut tnh ton nhu cu, mong mun ca th trng sao cho mt n v sn phm ph hp tin ch cho ng-

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i dng nh vi mt ln n (ung) trnh phi bo qun, va vi ti tin ngi mua, trnh d tr cho khch hng. + Kch c sn phm ph hp tng loi hng, ph hp vi th hiu, tng la tui khch hng (c bit l tr em, ngi cao tui, hay cng thc rt hn ch v thi gian ...) + Sn phm c kch c nh to iu kin cho vic m rng mng li bn l rng khp, tng nhanh kh nng bn hng. + Cui cng l gim chi ph gi thnh ca sn phm. + Thun tin trong vic vn chuyn xa, ch cn s dng cc loi mng co, bao b cc tng mng ng thng (tu chn s lng n v sn phm ph hp) vi gi r.

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Chng 4 vt liu lm bao b 4.1. Cc loi vt liu cng 4.1.1. Thu tinh Thu tinh l mt loi vt liu cng dng sn xut cc loi chai ng ru, nc ngt, nc gii kht, gia v ... hoc cc loi l ng sn phm hp (rau qu). Bao b thu tinh c u im sau: + D to hnh theo mun, c nhiu kch c, mu m, mu sc. + Sch, p, kn, p ng c cc yu cu k thut nh thanh trng nhit cao, chu p lc (V d: chai ng bia, chai ng ru sm banh, l ng sn phm ng hp ...). + C kh nng ti s dng hoc ti ch c, do vy chi ph bao b rong gi thnh sn phm h. Tuy vy bao b thu tinh c cc nhc im sau: + Cng knh, d v (gin), rn nt ... nn tng chi ph vn chuyn, kho bi hoc v sinh bao b ... + Nhng loi khng m bo cht lng d gy nguy hi cho sn phm nh: c bt kh, dy khng u ... hay b v, b chc vy thu tinh ln vo thc phm. + Lun cn c bao b ngoi hoc thng (kt) cha, khi vn chuyn, lu kho. V vy xu hng s dng bao b thu tinh ch dnh cho cc sn phm ru, bia hoc ng hp cc sn phm khng qua thanh trng.

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Yu cu cht lng ca bao b thu tinh gm: Thu tinh sn xut bao b phi l loi trung tnh, trong sut, c bn (khng bt kh, dy u), i vi mt s loi sn phm cn thanh trng phi chu c nhit, chu p lc. 4.1.2. Vt liu gm s Cc loi gm s c sn xut t cao lanh, t st trng, ph gia, men ... qua cng on nh hnh, ri nung (khong 9000C). gm c th trng men c trong, ngoi, hoc trong cn ngoi trang tr. Cc loi bao b bng s gm c cng dng: + ng cc sn phm thc phm kh: ch kh, ht sy kh, bt kh ... + ng sn phm lng: ch yu l ru. + Ngoi cng dng bao gi sn phm, bao b gm s cn mang tnh m thut (i hi kiu dng, hoa vn, hay trang tr ngoi p, hp dn) nh mt vt lu nim ca khch hng. Nhng sn phm ng bng bao b gm s lun phi c bao b ngoi hay km theo cc ph kin khc nh lng, ln (my, tre) tng gi tr thm m. Bi vy, bao b gm s c gi thnh cao, kh vn chuyn xa, hn ch th trng tiu th (ch tp trung cc siu th, th trng ln). 4.1.3. Vt liu kim loi Vt liu kim loi lm bao b l cc loi: nhm, l thp, l st ph thic (quen gi l st ty). trnh s

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xm nhp cc cht c hi t v bao l kim loi (b n mn, r ...) vo thc phm ngi ta phi trng mt trong bao b kim loi lp vec ni, lp mng cht trng hp hay phi th ng ho kim loi. Bao b bng kim loi c ng dng nhiu bao gi cc sn phm thc phm, dc phm, m phm. Trong cng nghip thc phm c dng lm: + Cc loi lon chu p lc (nhm, st) ng bia, nc ngt c ga. + Cc loi hp ng bnh, ko, sa kh, ch kh, ht, bt kh, ng hp tht, c, rau qu ... + Lm bao b ngoi cho cc sn phm ru chai. + Lm np y cho chai, l thu tinh (np chai bia, np hp). Bao b kim loi c u im: + Mu m, kiu dng a dng, d la chn, d trang tr b mt bao b. + bn c hc cao, chu nhit, chu p lc (cho cc sn phm hp). + C kh nng tn dng ti ch, s dng li. Tuy nhin cng c cc nhc im sau: + Phi c bao b ngoi, mng co hay thng cc tng ng hng vn chuyn xa. + Hu ht nguyn liu l kim loi (nhm, thp, st) l phi nhp ngoi. + Gi thnh bao b cao. 4.1.4. Vt liu trng hp (hay vt liu polime)

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Vic sn xut nhng vt liu bao b trng hp do li ch v nhiu mt ca n nn tr thnh mt ngnh sn xut ln nht ca cng nghip ho hc. Nhng u bit ni tri ca vt liu trng hp l: + Chc chn, bn ho hc cao, n hi tt, hnh thc hp dn, nh ... + Mt ch tiu quan trng nht ca n l bn nhit; khng b bin tnh trong trng hp bo qun thm (di 00C) (c dng trong ng gi cc sn phm lnh ng). + Ngoi ra n c th c dng rng ri cho nhiu loi sn phm, d thit k kiu dng, mu m hay c th ng sn phm bng cc my t ng. + Gi thnh r. Cng dng ca vt liu trng hp trong cng nghip thc phm: + Dng trong cng nghip hp - Mt yu cu quan trng ca bao b dng trong cng nghip hp l chu nhit thanh trng v kn tuyt i. Vt liu c dng nhiu l polyetylen t trng cao (hay p sut thp), polypropylen, mng bc polyamit (nilon, rixan), polyetylen tereftalat, polytrifloclo etylen. + Dng cho cc sn phm lng, bt nho khng thanh trng nh sa, cc loi mt (do, mn) ... + Dng cho cc sn phm c nh qu, ht, m ng, m si (m n lin), sn phm t ng, khoai ty ... + Dng lt thng - Vt liu trng hp c tc dng bc kn sn phm, kt hp vi tc dng bo v ca thng ng

19

bn ngoi to nn mt loi bao b cha c khi lng hng ho v bo qun tt. + Dng cho cc sn phm lnh ng. Ngoi tc dng chu c nhit lnh ng gi thc phm (c bit cc loi qu) th qu trnh lm tan gi (tan bng) trc khi s dng, loi bao b ny gi c nhiu c tnh t nhin ca qu. Vt liu trng hp c th c sn xut di dng cc vt liu cng (dng ch to cc loi bao b cng, cn c hnh khi) v dng vt liu mng (xem mc 4.2.3). 4.1.5. Bao b bng g Vt liu g thng lm cc bao b ngoi hay thng, hm ng mt s n v sn phm no y. Ngi ta c th dng cc loi g dn mng hay g thanh ghp thnh thng, hm ng. Do khng trc tip tip xc vi sn phm, nn yu cu cht lng g khng cao (g tp), khng cn qua x l ... 4.1.6. Bao b bng ba cng Hin nay xu hng dng cc loi bao b t ba cng c ph bin, c lm bao b ngoi v hm, thng ng. Cc loi ba cng c sn xut t bt giy, c hai loi ba cng: + Loi ba dy p cng, thng lm bao b ngoi. + Ph bin nht l loi bao b cc tng sng nhiu lp (3 hay 5 lp), loi ny m bo c nhiu c tnh gn nh g dn: c dy tu yu cu, cng, chng m (c lng parafin hay mt lp keo chng m), nh, gi r, p ng c nhiu kiu dng. Cc nh sn xut ch mua cc phi ba nh hnh sn (c th trang tr bn ngoi), tin vn

20

chuyn, khng tn kho, khi ng gi sn phm mi xp (hay ghp) thnh hp. Loi vt liu ny ang dn thay th cho vt liu g. 4.2. Vt liu mm 4.2.1. Bao b giy Giy l vt liu xellulo, c sn xut t bt giy. Giy d thm t, thm cht bo, d rch. Giy ch yu dng gi hng ri (gi h). dng giy lm bao b (gi kn) hng ho, ngi ta thng kt hp trng ln mt mt giy lp parafin, trng keo bng (chng thm) hay trng mt lp mng cht trng hp, mng kim loi. Nh vy khi lm bao b loi giy ny dai, bn, chng thm, chng m, nhng ch dng cho nhng sn phm khng thanh trng. - N c dng lm bao b cho cc sn phm nh m si, m n lin, ht sy kh, qu sy kh ... vi khi lng nh, d trang tr, to hnh. - Dng gi ring tng ci (ko, bnh, kem ...) tip xc trc tip vi sn phm v c xp trong mt bao b ngoi khc na. - Dng bc (dn) ngoi mt loi bao b khc, to v trang tr p, hp dn cho sn phm. 4.2.1. Mng vt liu trng hp T vt liu trng hp (cc polime) ngi ta sn xut ra nhiu loi mng bc, mng polime c u im chung ca vt liu polime (xem mc 4.1.4), ngoi ra mng mng polime c u th: - Chng d gn (hn) vi nhau bng nhit.

21

- C th ghp hai, ba, hay nhiu mng bc c tnh cht khc nhau to ra mt loi bao b mi c nhng u im cao hn, ph hp vi yu cu ca mt sn phm no y. a s n c ghp (ph, dn) vi vt liu xellulo (giy, ba mng) lm bao b cho cc sn phm sa nc. - N rt tin li cho vic gi cc sn phm ring ci, thc hin trn my ng gi t ng, nng sut cao, m bo v sinh ... Vt liu mng mng polime c th dng di dng ti ng ng cc sn phm n lin, khng qua thanh trng. m bo c kn, chng m, chng thm. Hoc c thi thnh dng ng, rt tin li cho bao gi v ngi dng. 4.2.3. Mng kim loi Mng kim loi l vt liu nhm c dn (p, cn) mng thnh mt mng mng n c c tnh: mm, do, dai bn, chng thm, chng m. c dng nhiu trong cc mt hng dc phm, thc phm, m phm ... Vt liu ny dng di dng ti ng c hn kn cho cc sn phm kh, vin ri, ht hoc bt kh ... Hoc gi tng sn phm ring (ko, bnh). Hay dng ti ng, tup ... N c th c trng vi ba hoc giy lm cc dng bao b gi nh, ng cc sn phm rn, chin (c du bo). 4.2.4. Vi v cc vt liu t nhin khc Ngi ta cng cn dng vi, dng vi dt t si ay lm bao b bc ngoi cho cc kin hng (nh bng, vi ....), hoc hng kh, khng c yu cu bo qun cao, hoc cc

22

loi vi p, c mu sc ... lt bao b, bc sn phm ... nhm tng gi tr thm m. Mt s hng ho khc c th c dng t cc vt liu t nhin nh: ci, l, si ay, gai ... lm bao b.

23

CHng 5 nhn hiu hng ho (NHHH) 5.1. Vai tr ca nhn hiu hng ho Nhn hiu hng ho c vai tr chnh sau: + NHHH c vai tr lin quan trc tip ti nh v hng ho ca doanh nghip trn th trng. + Th hin lng tin ca ngi mua i vi nh sn xut, khi h dm khng nh s hin din ca mnh trn th trng qua NHHH. + NHHH lm cn c cho ngi mua la chn. + NHHH s cho php doanh nghip ch n nhng li ch khc nhau ca khch hng v to ra nhng kh nng hp dn ring cho tng loi hng ho. Nh vy m mi loi hng ho c th thu ht c cho mnh mt nhm khch hng mc tiu ring. 5.2. Vt liu lm NHHH 5.2.1. Mt s loi nhn hiu thng thng Theo nh ngha v NHHH (trong ngh nh v nhn hng ho s 89/2006 N.CP) th: "Nhn hng ho l bn vit, bn in, bn v, bn chp ca ch, hnh v c dn, in, nh, c, chm, khc trc tip trn hng ho, bao b thng phm ca hng ho hoc trn cc cht liu khc c gn trn hng ho, bao b thng phm ca hng ho." Nh vy, theo nh ngha trn th vt liu lm nhn hiu hng ho l mi cht liu khc nhau, nh: giy, ba, Plastic, kim loi, g ... tu theo quyt nh ca nh sn xut,

24

 tho mn vic gn trn hng ho hay bao b thng phm ca hng ho. Hin nay thng dng nht l cc loi nhn hiu hng ho lm t giy, ba, ba trng mng Plastic hay mng kim loi c in (gn) trc tip trn hng ho(v d: nhn hiu hng ho cc loi ru ng chai, cc loi lon nc ung...) hoc in trn cc bao b hng ho (hp ba ng thuc, ng bnh...) 5.2.2. v tr nhn hiu hng ho Trong ngh nh v nhn hng ho quy nh c th v tr ca nhn hiu hng ho nh sau: 1. Nhn hiu hng ho phi c gn trn hng ho, bao b thng phm ca hng ho v tr khi quan st c th nhn bit c d dng, y cc ni dung quy nh ca nhn m khng phi tho ri cc chi tit, cc phn ca hng ho. 2. Trng hp khng c hoc khng th m bao b ngoi th trn bao b ngoi phi c nhn v nhn phi trnh by y ni dung bt buc. 3. Trng hp khng th th hin tt c ni dung bt buc trn nhn th: a) Cc ni dung: Tn hng ho, tn t chc, c nhn chu trch nhim v hng ho: nh lng, ngy sn xut, hn s dng, xut x hng ho phi c ghi trn nhn hng ho. b) Nhng ni dung bt buc khc phi c ghi trong ti liu km theo hng ho v trn nhn hng ho phi ch ra ni ghi cc ni dung . 5.3. Thit k nhn hng ho 5.3.1. Cc thng tin thng thng ghi trn nhn:

25

iu 11 ca ngh nh v nhn hng ho ca Chnh ph quy nh: 1. Nhn hng ho bt buc phi th hin cc ni dung sau: a) Tn hng ho. b) Tn a ch v t chc, c nhn chu trch nhim v hng ho. c) Xut x hng ho. 2. Ngoi ni dung quy nh trn, tu theo tnh cht ca mi loi hng ho phi th hin trn nhn cc ni dung bt buc khc nh: nh lng, ngy sn xut, hn s dng, thnh phn hoc thnh phn nh lng, thng tin cnh bo v v sinh, an ton, hng dn s dng, hng dn bo qun ... (i vi hng ho thc phm) 5.3.2. Nguyn l thit k nhn Nhn hiu hng ho c cc b phn c bn l: - Tn nhn hiu: L mt b phn ca nhn hiu m ta c th c c. - Du hiu ca nhn hiu bao gm biu tng, hnh v mu sc hay kiu ch ... l b ph ca nhn m ta c th nhn bit c, m khng c c. Ngoi hai b phn trn cn quan tm n hai khi nim c lin quan n phng din qun l c l: Du hiu hng ho l du hiu nhn c tc gi (i vi loi hng ho vn ho phm). Nguyn l thit k nhn hiu hng ho gm 5 ni dung sau:

26

a) Nhn hiu hng ho phi d nh y l iu kin ht sc cn thit to nhn thc ca nhn hiu hng ho vi khch hng. Cc yu t cu thnh trn nh: Tn gi, biu tng, kiu ch ... phi m bo hai yu t l d chp nhn, d gi nh. Do vy cn c th nghim hai yu t trn da vo nhm khch hng mc tiu d kin. b) Nhn hiu hng ho phi c ngha Nhn hiu hng ho phi chuyn ch c mt ngha xc nh to n tng v tc ng vo tm l khch hng. Mun vy thnh phn ca nhn hiu va c tnh m t, tnh thuyt phc, cng phi c nt vui v, th v v c tnh tng hnh cao, gy cm xc thm m. c) Nhn hiu hng ho phi c tnh d bo h Nguyn tc ny th hin hai kha cnh: php lut v cnh tranh. Bi vy phi chn cc yu t thng hiu d bo h v mt php lut, bo v nhn hiu chng xm phm, s dng b quyt ring trong thit k, trnh bt chc. d) Nhn hiu phi c tnh d thch ng: Doanh nghip cng cn chun b cho nhng s iu chnh cn thit mt khi c s thay i th hiu khch hng hoc chuyn hng th trng mc tiu. Do vy tnh d ci tin, tnh linh hot, d cp nht ca nhn hiu hng ho l khng th b qua. e) Nhn hiu phi c tnh d pht trin, d khuych trng

27

M rng th trng ra nhng a im khc, nhng khu vc vn ho, a l khc nhau, v c th trng th gii l mt xu hng tt yu. Nhn hiu phi c kh nng p ng c, do vy lu vic quc t hot tn gi, cc hnh nh ph hp vi vung vn ho khc.V d mt tn Vit khng du hay mt logo n gin s d pht trin hn. 5.4. M s m vch (MSMV) 5.4.1. Khi nim chung MSMV c gn trn sn phm hay bao b thng phm, mc ch khch hng nhn ra sn phm v xut x ca sn phm, hay ni mt cch khc l khch hng truy tm ngun gc ca sn phm (nc sn xut, doanh nghip hay ni sn xut v loi sn phm), nhm bo v li ch ca ngi mua. MSMV khng th hin cc c tnh ca sn phm nh: cht lng, gi bn v cc c tnh khc. Nhng doanh nghip ng k v c gn MSMV trn sn phm l mt minh chng cho sn phm c sn xut, lu thng c ch quyn. C th ni nm na MSMV chnh l mt loi giy cn cc cho mt loi sn phm lu hnh trn th trng. Gn MSMV ln sn phm khng bt buc, m doanh nghip hoc ngi bn hng t nhn bit li ch ca n m ng k s dng MSMV cho sn phm ca mnh. 5.4.2. M s m vch vt phm 5.4.2.1. Cu to ca MSMV Cu to ca MSMV gm 2 phn: m s v m vch. + M s l mt dy cc ch s dng phn nh vt phm (hng ho), a im (doanh nghip sn xut), t chc (nc no ?).

28

+ M vch l mt dy cc vch v khong trng song song, xen k c sp xp theo mt quy tc m ho nht nh th hin m s (hoc cc d liu gm c ch v s) di dng my qut (scaner) c th c c (Theo TCVN 6939 : 1996). Cc s trn m s tng ng vi cc vch trn m vch. Cc s trn MSMV c ngha nh sau: + 3 s u (tnh t tri) l m quc gia, do t chc m s m vch quc t (vit tt GSI) cp. M quc gia ca Vit Nam l: 893 + T 4 n 7 ch s tip theo l s phn nh doanh nghip. Tp hp dy s gm m quc gia v s phn nh l m doanh nghip. + Cc s tip theo n s th 13 hay 14 l m s vt phm (sn phm, hng ho); Tp hp m doanh nghip v m s vt phm l m s thng phm ton cu (ch vit tt ting Anh l GTIN); loi m s thng phm ton cu gm 13 s vit tt ch ting Anh l EAN-13, cn loi m gm 14 s l EAN-14. Ghi ch: M EAN (l ch vit tt ting Anh) ch m s tiu chun do t chc MSMV quc t quy nh v p dng cho ton th gii. V d: M s ca Cng ty X sn xut thc phm c Tng cc tiu chun o lng cht lng Vit Nam cp nh sau:
3 s u do t t cp cho Vit Nam S phn nh DN do t DN chc MSMV quc chc MSMV Vit Nam cp cho

893
M quc gia M doanh

8502995.......
M s vt phm do doanh nghip t ng k (xy dng)

nghip M thng phm ton cu ca DN 29 (GTIN)

Ghi ch: Mt s vt phm l dy cc ch s phn nh vt phm. 5.4.2.2. c MSMV v ng dng trong bn hng Ngi ta dng mt loi my qut chuyn dng c c cc d liu trong MSMV gn trn vt phm. my c chnh xc, ch v tr dn MSMV phi ch c mt phng ca vt phm. Tng cc tiu chun o lng cht lng l c quan qun l thng nht cc d liu ca MSMV ng k ti Vit Nam. Cn mng GEPIR (Global Electronic Party Information Registy) l mng ton cu ng k in t cc thng tin v thnh vin s dng h thng do t chc MSMV quc t (GSI) thit lp v qun l. 5.4.2.3. Li ch ca MSMV trong bn hng - MSMV l biu th du hiu trung thc ca sn phm c bn ra, v n th hin c thng tin do t chc no, a im v loi sn phm g ca doanh nghip. - Ngi bn hng yn tm v sn sng i mt vi nhng khiu ni ca khch hng v sn phm bn ra, to nim tin cho khch vo sn phm. - Vi nhng loi hng xut, nhp khu, mc d khng c c ting nc ngoi ghi trn sn phm, nhng MSMV to ra s yn tm ca khch hng vi s la chn sn phm. 5.4.2.4. Lm th no c MSMV trn sn phm

30

Doanh nghip mun s dng MSMV phi ng k s dng MSMV ti c quan c ng cc tiu chun o lng cht lng (TCLCL) ch nh tip nhn h s. H s ng k gm: a) Bn ng k s dng MSMV theo mu quy nh b) Bn sao giy chng nhn ng k kinh doanh vi cc doanh nghip sn xut kinh doanh. c) Bn ng k danh mc sn phm s dng MSMV (m GTIN) theo quy nh. d) Phiu ng k thng tin cho c s d liu GSI Vit Nam (mng GEPIR) theo mu quy nh. Sau khi tip nhn h s, Tng cc TCLCL tin hnh thm nh h s v khi thy hp l, s cp giy chng nhn quyn s hu MSMV cho doanh nghip. Sau khi c cp m doanh nghip th doanh nghip s dng MSMV t quy nh (t ra) m s phn nh san rphm, hon thin m s thng phm ton cu (GTIN) ca mnh. Doanh nghip s dng MSMV gi danh mc cc m s thng phm ton cu GTIN c s dng cho Tng cc TCLCL qun l chung. Cc doanh nghip s dng MSMV phi chu trch nhim v s n nht ca m s ng k s dng v cht lng ca m vch, tun th theo tiu chun quc gia, quc t lin quan. 5.4.3. M n v gi i 5.4.3.1. Khi nim

31

+ n v gi i l g ? Theo TCVN 6939 : 1996 - n v gi i l mt tp hp n nh v thng nht mt s n v tiu th dng d dng vn chuyn, lu kho. + n v tiu dng l g ? Theo TCVN 6939 : 1996 - l n v hng ho bn cho ngi tiu dng thng qua cc quy bn l. V d: n v gi i c th cc dng sau: hm (hay hp) bng tm x p, pallt c bc hay ng ai, nhm cc n v trong mng co, khay c bc bng lp mng ... n v gi i c th cng mt loi n v tiu dng (hp cha 1 loi sn phm) hay gm nhiu loi n v tiu dng (v d: hp cha 20 gi gm nhiu loi m v ph n lin). 5.4.3.2. M s cc n v gi i EAN-14/GUN M s EAN-13 ca n v tiu dng c dng lm c s lpp m n v gi i EAN-14. M ny c thm vo 1 ch s na ng ng trc, s ny c gi l "s phng n giao vn" (vit tt: VL, t ch ting Anh: Logistical Variant) c th phn bit cc n v gi i khc nhau, nhng cha cng mt n v tiu dng. Ch thch: - S giao vn (VL) c th l cc s t 1 n 8 do nh cung cp t cho tng loi n v gi i ca mnh. V d: Lp m EAN-14 cho n v gi i sau:
S giao vn (VL) c im /Kch thc Loi bao gi/S lng

Tn sn phm

Lng o

M EAN-13 /EAN-14

khng c

M n lin

Mn

Gi nilon

70g

893 469502002C1

32

1 2

Thng ng Thng ng

490x290x1 25 395x285x1 20

50 gi/ thng 30 gi/thng

3,5kg 2,1kg

1893 469502002C2 2893 469502002C3

5.4.4. M quc gia ca mt s nc trn th gii 5.5. Quy nh v NHHH ti Vit Nam 5.5.1. Nhng quy nh chung Vit Nam NHHH c xc nh l mt i tng ca s hu cng nghip, nh sn xut khi ng k quyn s hu NHHH th c Nh nc bo h (B lut DS - V.nam). NHHH cn c quy nh chi tit ti ngh nh s 89/2006-NCP ca Chnh ph v NHHH. Ngh nh ny quy nh ti iu 5: "Hng ho lu thng trong nc, hng ho xut khu, nhp khu phi ghi nhn theo quy nh ca ngh nh ny". Ngh nh ny cng quy nh mt s hng ho khng bt buc phi ghi nhn nh: + Thc phm ti sng, thc phm ch bin khng c bao b v bn trc tip. + Hng ho l nhin liu, nguyn liu (nng sn, thu sn, khong sn) vt liu xy dng, ph liu. - V kch thc nhn hng ho: Doanh nghip t xc nh kch thc, nhng phi ghi y cc ni dung bt buc theo quy nh. - Mu sc ca ch, ch s, hnh v, hnh nh du hiu, k hiu phi r rng, ni dung bt buc theo quy nh th ch, ch s phi c mu tng phn vi nn ca nhn. 33

- V ngn ng: ni dung bt buc phi th hin phi ghi bng ting Vit. Cc ni dung c ghi bng ngn ng khc c gc ch La tinh gm: + Tn quc t, tn khoa hc km cng thc. + Tn quc t, tn khoa hc ca cc thnh phn trong hng ho m khng dch ra ting Vit c (hoc dch ra m khng c ngha). + Tn ca thuc cho ngi m khng c tn Vit. Hng ho lu thng trong nc, ngoi vic thc hin ghi cc ni dung bt buc bng ting Vit, c th c ghi bng ngn ng khc phi tng ng vi ni dung ting Vit. Kch c ch khng c ln hn kch c ch ting Vit. 5.5.2. Ni dung ca NHHH 1- Tn hng ho Do doanh nghip t t, khng c lm hiu sai lch v bn cht v cng dng ca hng ho. Trng hp tn ca thnh phn c dng lm tn hay mt phn ca tn hng ho th thnh phn bt buc phi ghi nh lng. 2- Tn v a ch ca doanh nghip chu trch nhim v hng ho - i vi hng ho sn xut trong nc th ghi tn v a ch ca c s sn xut . - Hng ho c nhp khu v lu thng ti Vit Nam th ghi tn v a ch ca c s sn xut v tn, a ch ca n v nhp khu. 3- nh lng hng ho - Cc i lng o lng phi ghi theo quy nh ca php lut Vit Nam v o lng.

34

- Cc nh lng bng s lng phi ghi theo s m t nhin. - Nu c nhiu n v hng ho th phi ghi nh lng ca tng n v hng ho v nh lng tng ca cc n v hng ho. 4- Ngy sn xut, hn s dng, hn bo qun Phi ghi theo th t ngy, thng, nm theo nm dng lch. Mi s ch ngy, thng, nm ghi bng 2 ch s v ca mt mc thi gian ghi cng 1 dng. 5- Xut x hng ho i vi hng sn xut v lu thng trong nc c a ch ( mc 2) th khng phi ghi xut x. Vi hng nhp khu th ghi "sn xut ti", "ch to ti" hay "xut x". 6- Thnh phn v thnh phn nh lng + Ghi thnh phn l ghi tn nguyn liu, k c ph gia dng sn xut. + Ghi thnh phn nh lng l ghi thnh phn km theo nh lng ca chng. i vi thc phm phi ghi thnh phn t cao n thp v khi lng. Cc ph gia phi ghi tn nhm ph gia, tn cht ph gia, m s quc t (nu c). Nu ph gia l hng liu hay to ngt, to mu phi ghi thm l cht "t nhin" hay "tng hp". 7- Thng s k thut, thng tin, cnh bo v sinh, an ton: Mc ny ch yu dnh cho cc sn phm l hng in, in t, thuc cha bnh, vac xin, sinh phm y t ...

35

Chng 6 an ton v sinh bao b thc phm 6.1. Cht lng bao b thc phm Bao b thc phm c 3 c tnh chnh sau: bao b tip xc trc tip vi thc phm, bao b bo v (v sinh, an ton) cho thc phm v c tnh u vit i vi nhng thc phm phi thanh trng (chu nhit, chu p sut cao) v nhng thc phm bo qun lnh ng (chu nhit ng lnh). Vy cp n cht lng bao b thc phm tc l phi m bo cht lng (an ton, v sinh) ca tng c tnh trn ca bao b: a) Bao b trc tip tip xc vi thc phm cho nn phi m bo cc yu cu sau: - Vt liu lm bao b khng c hi, khng tn d hay pht tn d cht c vo thc phm. - Khng cn tn d cc cht st khun sau khi ra bao b hoc m bo mc sch ca bao b. - Khng c nhng bin i ho hc trong qu trnh bo qun thc phm, nh hng n thc phm. b) Bao b l vt bo v cho thc phm: - m bo chng m, chng thm, tuyt i kn. - m bo vic bo v cc gi tr dinh dng, vitamin ... c trong thc phm, khng b bin tnh, khng cho vi sinh vt xm nhp. - Khng c nhng bin i v l tnh bo v hnh khi sn phm, cm quan, m quan ...

36

c) Mt s c tnh chu nhit cao, p sut cao cho cc sn phm thanh trng hay chu nhit ng lnh: Bao b khng c nhng bin i ho l hay bn, dai, hnh khi .... trong cc iu kin trn, gi cho thc phm tuyt i an ton v sinh trong c qu trnh ch bin v bo qun. 6.2. Phm in n bao b Cc cht mu ni chung dng trong cng ngh in c sn xut t: cc cht to mu (hu ht l cc xt kim loi) cc dung mi hu c v mt s cht ph gia khc (tu c tnh tng loi cht mu). Tt c cc xt kim loi v cc dung mi hu c u c hi i vi con ngi. Bi vy vic in n cc bao b thc phm cn phi ch cc vn sau: + Cc cht mu (phm in) khng c trc tip tip xc vi thc phm hoc ngm qua bao b vo thc phm. + Khng c li d cht c hi t phm in, trnh gy c hi qua thc phm hoc qua tay ngi s dng. + Khng c bt k s bin i ho hc no ca phm in trong qu trnh bao gi thc phm (hay sau in n). + Phi m bo bn mu ca cc loi phm in trn nn bao b ( bm, kh, chu nhit, chu m ...) Ngoi ra ngi ta cn ch ng bo v kh nng gy c ca phm in trn bao b bng cch: + Ph bng (mng polime, giy bng, parafin) ln b mt cc bao b in n, cng l va bo v nhn hiu, cng l va tng bn ca bn in).

37

+ Cht liu lm nn in l polime, mng kim loi hay dn phn nhn in ln bao b. 6.3. V sinh chai l ti s dng Chai l ti s dng c th l thu tinh, gm s, hay nha (polime). Qu trnh ti s dng phi theo trnh t sau: a) Kim tra chai l ti s dng: - Kim tra bn, nguyn vn ca chai l (khng st m, rn nt, vt sc trn b mt ...) - Loi b nhng chai l ng cc cht khc (du m, ho cht, phm mu ...) khng th ty ra c hoc s limi, mu bao b. b) Lm sch: - Lm sch, c hc l qu trnh xc, ra, c sch cc bn, nhn c ...bng nc lnh hoc nc nng, th cng hoc bng my. - Lm sch bng ho cht: Ngm dung dch st long (5%) hay x phng, ri ra sch. Sau cng l ngm trong dung dch cht st trng (nc clo, nc Zaven hay clozamin B). - Lm kh: rc ht nc, ri sy kh. - Kim tra ln cui, ch yu kim tra sch (cu bn, cn bm trn thnh, y chai) v d lng thuc st trng. * Lu : Nu chai l ti s dng sau khi lm sch, khng dng ngay phi bo qun mt ch, sch, n khi dng phi trng li trc khi ng sn phm. 6.4. Bao b bioplastic gim thiu nhim mi trng

38

Vt liu bioplastic l sn phm kt hp cc thnh phn nguyn liu sinh khi (ngun gc sinh hc) vi thnh phn nguyn liu tng hp (polime). N m bo c cc ch tiu k thut lm bao b song li c kh nng d phn hu hn loi polime. Nh vy c kh nng gim thiu nhim mi trng.

39

bi tp v tho lun
Chng 1, 2, 3, 4, 5, 6 1) Bn hy phn tch mi quan h gia pht trin sn phm vi cc vn va nghin cu nh: Bao b sn phm (vt liu, an ton v sinh), nhn hiu hng ho, m s m vch, cc yu t gy hng thc phm ...? 2) Ti Vit Nam Nh nc c nhng quy nh cht ch v nhn hiu hng ho nh th no? Phn tch li ch ca nhn hiu hng ho i vi mt sn phm? Trong thc t bn gp nhng trng hp no m nhn hiu hng ho sai tri vi quy nh? 3) Bn thng quan tm n yu t no trn nhn hiu hng ho ca sn phm thc phm? ti sao? 4) Phn tch cc yu t gy hng thc phm? Theo bn yu t no ng quan tm hn c, ti sao? 5) Ni n cht lng bao b thc phm l cn quan tm n cc ch tiu no? Ly v d gii thch 6) bn c nhn xt g v nhng bao b ng sn phm sa nc hin nay ang bn trn th trng? Theo bn c cn iu chnh hay thay i g v kch c, hnh khi, nhn hiu, cch s dng, vt liu bao b ...? 7) Ti sao trn th trng c nhiu sn phm c m s m vch, nhng li c nhng sn phm c nhn hiu hng ho ti sao li cn m s m vch? Li ch ca m s m vch l g? 8) Vn vt liu bao b ni chung c ngha nh th no i vi bo v mi trng? Theo bn c cch no gim thiu tc ng ca bao b sau s dng i vi bo v mi trng ? 40

chng 7 p dng h thng qun l cht lng trong sn xut ch bin thc phm Cht lng, v snh an ton thc phm (CLVSATTP) l mt vn c tm quan trng c bit, khng nhng nh hng trc tip n sc kho nhn dn, n s pht trin ging ni, m cn nh hng n kinh t, vn ho, du lch v an ninh x hi. nc ta vic m bo CLVSATTP c Nh nc coi trng, c nhiu ch th, quyt nh ca Chnh ph, cc B ngnh lin quan c ban hnh, ngy 26/7/2003 UBTV Quc hi ban hnh "Php lnh VSATTP" Trn phm vi tn cu xu hng qun l CLVSATTP ang din ra theo cc phng thc sau: - Chuyn t kim tra thnh phm sang kim sot qu trnh. - Chuyn t kim tra cc thnh phn cht lng sn phm. - Chuyn t loi b mt cch th ng cc sn phm sai, li sang ch ng phng nga ton din nhng nguy c gy sai, li. - Chuyn t kim tra c lp sang cng nhn, tha nhn ln nhau.

41

- Chuyn t kim tra dn u sang kim sot tp trung vo nhng im quyt nh n VSATTP. Bi vy trong qun l CLVSATTP c p dng c hiu qu cc chng trnh tin quyt (GMP, SSOP) v h thng qun l HACCP. 7.1. Chng trnh GMP (GMP l ch vit tt ca 3 t ting Anh: Good Manufacturing Practices, dch l: Thc hnh sn xut tt) 1. nh ngha GMP l mt quy phm sn xut, bao gm cc bin php, thao tc thc hnh phi tun th sn xut ra nhng sn phm m bo CLVSAT. 2. Phm vi kim sot ca GMP GMP gip kim sot tt c cc yu t c lin quan n CLVSAT thc phm, t khu nguyn liu n sn phm cui cng. C th chia phm vi kim sot ca GMP lm hai phn: + Mt l: Cc iu kin sn xut nh thit k, xy dng nh xng, thit b, cng trnh cp, thot nc, cng trnh v sinh ... + Hai l: Cc quy nh v cng ngh v vn hnh nh: quy trnh cng ngh, vn hnh thit b, phng php th, thng tin sn phm, thu hi sn phm. 3. Phng php xy dng quy phm sn xut (GMP) Mt quy trnh sn xut c nhiu cng on sn xut, do vy ng vi mt cng on sn xut phi xy dng mt GMP (l quy phm cho mt cng on), tp hp tt c cc

42

GMP tng cng on sn xut thnh mt chng trnh GMP (l quy phm cho mt quy trnh cng ngh). Mun xy dng mt chng trnh GMP, phi xy dng tng cng on. Bao gm: nhn din c cc yu t nh hng v ra cc hot ng kim sot, theo ng trnh t trong sn xut. a) Bng tng hp xy dng quy phm sn xut (GMP) theo mu sau: - Cc ct hng ngang gm: 1) Cng on; 2) Cc thng s yu cu trong quy trnh; 3) Cc yu t nh hng n CLVSATTP; 4) Cc th tc cn tun th; 5) Gim st v biu mu. - Cc hng dc: l cc thng s c xy dng theo cc cng on t 1, 2 ... sn phm. V in y cc ni dung xy dng. V d: Bng tng hp xy dng quy phm. Cng on Cc thng s yu cu trong quy trnh (2) Cc yu t nh hng n CLVSATTP (3) Cc th tc cn tun th Gim st v biu mu gim st (5)

(1) (4) 1 2 .... b) T vic xy dng quy phm trn, Cng ty s phi th thng tin trnh by theo biu mu sau: Tn, a ch Cng ty: ........ Quy phm sn xut - GMP . Tn

hin di dng mt vn bn quy phm sn xut, vi y cc

sn

phm: ........................................................................... 43

. s: .................................................................................... . 1234Cc Phn trch Gii th nhim tc v Tn Quy thch/ cn biu mu

GMP quy trnh L tun gim

phm: .......................................................................... SX: ................................................................................... do: ............................................................................ th: ................................................................. st: ......................................... Ngy ..... thng .... nm .... Ngi ph duyt * Ghi ch: Hiu qu ca gim st ph thuc vo vic lp biu mu gim st (gm ni dung: ngy sn xut, ngi gim st, yu cu thng s cn gim st, tn sut gim st, ...) v phn cng ngi gim st. 7.2. Chng trnh SSOP (hay GHP) (SSOP: ch vit tt ting Anh ca 4 t: Sanitation Standard Operating Procedures - dch l Quy phm v sinh, hay quy trnh lm v sinh v th tc kim sot v sinh). 1. nh ngha SSOP l quy phm v sinh v th tc kim sot v sinh nhm t c cc yu cu v v sinh chung ca GMP. Cng vi GMP, SSOP l nhng chng trnh trnh tin quyt bt buc p dng. 2. Phm vi kim sot ca SSOP 44

Phm vi kim sot ca SSOP gm cc lnh vc sau: a- An ton ca ngun nc b- An ton ca nc c- Cc b mt tip xc vi sn phm d- Ngn nga s nhim cho e- V sinh c nhn g- Bo v sn phm khng b nhim bn h- S dng, bo qun ho cht i- Sc kho cng nhn k- Kim sot ng vt gy hi l- Cht thi m- Thu hi sn phm Tu theo tng n v sn xut m ni dung SSOP khc nhau, c th phi kim sot c 11 lnh vc trn hoc mt s lnh vc, hoc phi thm mt s lnh vc khc (lnh vc kim sot hay cn gi l im kim sot). 3. Xy dng quy phm SSOP Mi n v sn xut phi xy dng cho mnh mt quy phm v sinh (SSOP) chung cho n v - Quy phm v sinh chung bao gm cc quy phm v sinh thnh phn l mt trong 11 lnh vc kim sot nu phn 2 (Phm vi kim sot ca SSOP). Trong mi SSOP thnh phn c xy dng cho mt lnh vc trn phi bao gm cc ni dung sau: a) Nu r cc quy nh ca Vit Nam v quc t c lin quan v chnh sch m bo v sinh ca c s. b) M t iu kin c th n v sn xut lm c s xy dng cc th tc bin php.

45

c) M t chi tit cc th tc v thao tc phi thc hin t yu cu v c tnh kh thi. d) Phn cng thc hin v gim st thc hin SSOP. 4. Hnh thc ca SSOP Quy phm v sinh c th hin di th thc mt vn bn nh sau:

46

Tn, a ch Cng ty: ........ Quy phm v sinh - ssop . . . 1234Cc Phn cng Yu iu th thc Tn cu/ kin phi hin v Tn sn SSOP quy mc hin thc gim phm: ............................................................................ s: ..................................................................................... phm: ............................................................................ ch: ............................................................................ nay: ............................................................................ hin: ....................................................................... st: ........................................................ Ngy ..... thng .... nm .... Ngi ph duyt 7.3. H thng HACCP 7.3.1. H thng HACCP l g ? HACCP l vit tt ca cm t ting Anh: "Hazard Analysis Critical Control Point" dch l "Phn tch mi nguy hi v kim sot cc im ti hn". Bn cht ca h thng HACCP l h thng phng nga (ch khng phi i ph, hay loi b) ch tp trung vo cc im ti hn (ch khng phi tt c cc cng on sn xut), c da trn c s khoa hc, thc tin tin cy (phn 47

tch, nh gi mi nguy hi) v c cc bin php gim st, kim sot hiu qu. H thng HACCP khng phi l h thng c lp m n cn c v k tha ca cc chng trnh tin quyt GMP, SSOP. Mi quan h ny th hin qua m hnh sau:
HACCP GMP SSOP

7.3.2. Cc bc chun b xy dng h thng HACCP Cc bc chun b gm: a) Cam kt ca lnh o doanh nghip y l yu t quan trng m bo cho vic xy dng HACCP thnh cng v thc hin c hiu qu. Cam kt ny th hin c th l: Doanh nghip xc nh mt chnh sch v ATTP, thc hin trit cc yu cu ra, cam kt u t (vt cht, con ngi, thi gian), cam kt thc hin ... b) Thnh lp i HACCP ca doanh nghip Thnh lp i HACCP l bc quyt nh trc tip n cht lng ca h thng HACCP v vn hnh c hiu qu. Cc thnh vin gm i din cc b phn sn xut, qun l ch cht do mt i din lnh o ng u. i HACCP c chc nng xy dng h thng HACCP. c) o to HACCP - Doanh nghip cn xc nh r Mc tiu, i tng o to, yu cu ging vin, hc vin, gio trnh,ti liu, thi gian, phn cng ...

48

d) M t v d nh cch s dng sn phm i HACCP phi tin hnh m t bng vn bn cc c trng ca sn phm, nguyn liu, qu trnh ch bin, phn phi, khch hng d tnh, phng thc s dng sn phm. e) Xy dng v thm tra quy trnh cng ngh Cn c vo phm vi v gii hn p dng HACCP ca doanh nghip m lp s dy chuyn cng ngh cho tng sn phm hay nhm sn phm. S cn y cc thng tin cho qu trnh phn tch, nh gi mi nguy hi sau ny. S phi c lp bng vn bn v thm nh thc t, gm c cc ni dung sau: + S quy trnh cng ngh ch bin (s hnh khi). + M t cng ngh (m t bng li, cho tng cng on, chi tit: u vo, cc yu cu cng ngh, u ra ..., danh mc thit b, mt bng b tr thit b, sn phm). 7.3.3. Cc nguyn tc ca HACCP (gm 7 nguyn tc) a) Nguyn tc 1: Phn tch mi nguy hi v xc inh bin php phng nga. 3 mi nguy hi cn c nhn din v lit k l: - Cc mi nguy hi sinh hc (l vi sinh vt gy bnh) - Cc mi nguy hi ho hc (l cc c t ho cht nhim vo thc phm) - Cc mi nguy hi vt l (l cc d vt: mnh thu tinh, kim loi, mnh nha, lng, tc, phn chut, cn trng ...)

49

Quy trnh phn tch cc mi nguy hi c tin hnh qua 3 bc: Nhn bit (lit k mi nguy hi) nh gia (ng k hay khng ?) Tm bin php kim sot (vi mi nguy hi ng k) - Phng php nh gi mi nguy hi: nh gi ng mc nguy hi ng k, cn cn c vo hai tiu ch: + Mc nghim trng ca mi nguy hi + ri ro (tc l kh nng xut hin mi nguy hi trong thc t) - Bin php kim sot, phng nga: l cc hnh ng hoc hot ng c th dng ngn chn, loi b hay gim thiu cc mi nguy hi. C nhiu bin php kim sot, phng nga vi mi bc nguy hi khc nhau. b) Nguyn tc 2: Xc nh im kim sot ti hn. nh ngha: im kim sot ti hn l im m ti c th tin hnh cc bin php nhm ngn nga, loi tr hay gim thiu mi nguy hi ng k v ATTP ti mc c th chp nhn c. Ngi ta dng s logic 4 cu hi lin tip xc nh im kim sot ti hn vi mi cng on sn xut. Ch : Phn bit vi im kim sot (ca GMP v SSOP) l nhng im ca cng on hay qu trnh m ti c th kim sot c cc yu t sinh hc, ho hc, vt l. c) Nguyn tc 3: Thit lp cc gii hn ti hn (hay: ngng ti hn)

50

nh ngha: ngng ti hn l mt gi tr hay mt ngng xc nh m mi bin php phng nga ti im kim sot ti hn phi tho mn. V d: - Vi mi nguy hi (sinh hc) l nhim vi khun gy bnh trong sa, th im kim sot ti hn l: thanh trng, v cc ngng ti hn l: nhit thanh trng 710C v thi gian thanh trng l 15 giy. d) Nguyn tc 4: Gim st im kim sot ti hn. nh ngha: Gim st l thc hin cc quan st, cc php o theo trnh t nh trc, cc thng s cn kim sot nh gi xem im kim sot ti hn c nm trong tm kim sot khng. thc hin nguyn tc ny, phi thit k mt h thng gim st, c th l: gim st l g ? bng cch no ? khi no (lin tc hay nh k) ? Ai thc hin ? e) Nguyn tc 5: Cc hnh ng sa cha (khc phc) nh ngha: Hnh ng sa cha l cc th tc cn phi tun th khi vi phm hoc khng t c ngng ti hn. Mc tiu ca HACCP l xc nh nhanh chng cc vi phm ngng ti hn. Pht hin vi phm cng nhanh th hnh ng sa cha cng d dng v lng sn phm phi x l cng t. V d: Biu mu k hoch HACCP (Sn phm da khoanh ng hp)
im K.S ti hn Ghp Mi nguy hi Vi Gim st Ngng ti hn Ci g Th no Bng Tn sut Hnh ng Ai khc phc

Thi Thi

Lin tc - Cng Nu vi phm

51

m np hp)

khu gy bnh (do h m)

gian: 0,60,8gg 1851900C P 350375KPa

gian, t0, ca t0: thit b ghp = m

cc c t ng trn thit b

10 pht/l

nhn vn

t0, P, thi gian ghp m. Dng thit hiu

(ghp n

P dng

o n Kim hnh h m thut sau 20'

tra - CB k b

chnh - Kim tra h tt c cc hp c ghp trong thi gian vi phm

g) Nguyn tc 6: Cc th tc lu tr h s: + ngha ca vic lu gi v kim sot h s ca k hoch HACCP ca mt doanh nghip: * H s HACCP l bng chng chng minh k hoch HACCP ca doanh nghip c xy dng chnh xc, ng th tc hay khng ? * K hoch HACCP c c vn hnh v tun th mt cch trit hay khng ? + H s ca k hoch HACCP gm: * Cc ti liu hnh thnh trong qu trnh xy dng k hoch HACCP. * Chng trnh tin quyt (GMP, SSOP) * Cc ghi chp, bo co (h s) thu thp trong qu trnh p dng HACCP v cc chng trnh tin quyt (k c bo co thm nh v nh gi ni b). h) Nguyn tc 7: Cc th tc thm tra: nh ngha: Thm tra l p dng cc phng php th tc, php th v cc cch nh gi khc nhm xem xt tnh hp l ca k hoch HACCP v xc nh s tun th theo k hoch HACCP trong thc t sn xut.

52

+ Mc ch: to lng tin vi khch hng HACCP c xy dng c c s khoa hc, ph hp kim sot cc mi nguy hi ang c thc thi. + Cc hnh thc thm tra: * Thm tra ni b * Thm tra t bn ngoi (cc c quan Nh nc, c quan chc nng, ca khch hng hoc nc nhp khu, hoc t chc trung gian th ba c u quyn). + Ni dung thm tra (gm 3 ni dung sau) * Thm tra cng nhn gi tr ca HACCP * Thm tra i vi cc im kim sot ti hn * Thm tra h thng HACCP

53

Chng 8 xy dng v bo v thng hiu 8.1. Thng hiu - ti sn v hnh ca doanh nghip 8.1.1. Khi nim v thng hiu Thng hiu chnh l tn gi sn phm tn Cng ty, biu tng, mu sc, trang tr ... c trng, c th hin trn nhn hiu hng ho ca mt n v sn xut. Tt c cc du hiu ca sn phm s d dng i vo tm tr khch hng, gip khch hng la chn sn phm cn mua. Doanh nghip no c thc qung b thng hiu ca mnh th hnh nh, gi tr, uy tn v nim tin i vi h s c cng c v tng mnh sc cnh tranh trn th trng. V d: Vit Nam cng c nhiu thng hiu c khng nh v ni ting nh: ng Tm, Kinh , Ton M, Vinacafe, Vinamilk ... Thng hiu phi c ng k quyn bo h v c bo h do c quan c thm quyn v theo quy nh ca php lut. 8.1.2. Tc dng ca thng hiu Thng hiu c nhng tc dng chnh sau: + Thng hiu gip khch hng la chn nhng hng ho cn mua sm, khch hng bit c xut s, yn tm v cht lng, tit kim c thi gian tm kim thng tin, gim chi ph thng tin, khng nh gi tr bn thn, gim ri ro trong tiu th. + Thng hiu l ngun cng c kh nng cnh tranh, gip doanh nghip nng cao li nhun.

54

+ Mt khi doanh nghip hiu c nhng yu t to nn sc mnh ca thng hiu, th doanh nghip s bit cch s dng tng sc sng ca thng hiu v m rng thng hiu ra thm cc sn phm mi hoc th trng mi mt cch d dng hn. 8.1.3. Gi tr ca thng hiu - T kh nng phn tch v d bo nhu cu th trng da vo sc mnh thng hiu m doanh nghip ra c nhng bin php tt ngn nga cc nguy c tim n ca th trng tiu th. - Nhng gi tr ca sn phm, chnh l gi tr tinh thn m ngi tiu dng coi thng hiu nh l mt biu tng. - Khi nh gi ti sn mt doanh nghip th thng hiu l mt yu t rt quan trng. V d: nm 1982 Cng ty Schweppes mua li hng Crusch t P & G vi gi 220 triu USD, trong ch c 20 triu USD dnh cho gi tr c s vt cht, cn 200 triu USD l gi tr thng hiu, chim 91%. Hay hng Nestle khi mua li Cng ty Rowntree chp nhn ti 83% chi ph dnh cho thng hiu. Bi vy, c th ni thng hiu l ti sn v hnh ca doanh nghip. 8.2. S hu cng nghip * Khi qut v s hu cng nghip (SHCN)

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Vic bo v quyn SHCN l nhm chng t nn sn xut hng gi v bun bn hng gi, bo v ngi sn xut v ngi tiu dng. Vit Nam, Nh nc ban hnh nhiu vn bn php lut (chng II - ca B lut Dn s, Quc hi thng qua 28/10/1995) v nhiu php quy khc v quyn SHCN. Trn th gii cng c cc vn bn php l c nhiu quc gia tham gia nh: Cng c Pari v bo h SHCN, k ti Pari - 1883, c sa i nm 1967 ti Stockhm, Hip c PCT - hp tc v sng ch, k ti Washington - 1970, Tho c Mandrit v ng k quc t cc nhn hiu, k ti Madrit 1981. ... 8.2.1. Cc i tng ng k quyn SHCN iu 780 - B lut Dn s ca Vit Nam quy nh: "Quyn SHCN l quyn s hu ca c nhn, php nhn i vi sng ch, gii php hu ch, kiu dng cng nghip, nhn hiu hng ho, quyn s dng i vi tn gi xut x hng ho v quyn s hu i vi cc i tng khc do php lut quy nh". Nh vy, mi c nhn, php nhn hay cc ch th khc (bao gm: doanh nghip, Cng ty ...) u c quyn ng k quyn SHCN. 8.2.2. Ch th quyn SHCN iu 794 - B lut Dn s ca Vit Nam quy nh: "C nhn, php nhn, cc ch th khc c c quan Nh nc c thm quyn cp hoc c chuyn giao vn bn bo h sng ch, gii php hu ch, kiu dng cng nghip, nhn hiu hng ho v cc i tng SHCN khc l ch s hu sng kin,

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gii php hu ch, kiu dng cng nghip, nhn hiu hng ho v cc i tng SHCN". Nh vy cc c nhn, php nhn v ch th khc (gi chung l ch th) sau khi ng k quyn SHCN c c quan Nh nc c thm quyn cp hoc chuyn giao cho vn bn bo h cc i tng SHCN trn th mi l ch th quyn SHCN. 8.2.3. Cc i tng SHCN c Nh nc quy nh v bo h iu 781 - B lut Dn s ca Vit Nam quy nh: "Cc i tng SHCN c Nh nc bo h gm: sng kin, gii php hu ch, kiu dng cng nghip, nhn hiu hng ho, tn gi xut x hng ho v cc i tng khc do php lut quy nh ...". Vy: + Sng ch l g ? - iu 782 (B lut Dn s): Sng ch l gii php k thut mi so vi trnh k thut trn th gii, c trnh sng to, c kh nng p dng trong cc lnh vc kinh t - x hi. + Gii php hu ch l g ? iu 783 (B lut Dn s): Gii php hu ch l gii php k thut mi so vi trnh k thut trn th gii, c kh nng p dng trong cc lnh vc kinh t - x hi. Nh nc khuyn khch mi hot ng sng kin, ci tin k thut, hp l ho sn xut. + Kiu dng cng nghip l g ? iu 784 (B lut Dn s): Kiu dng cng nghip l hnh dng bn ngoi ca sn phm, c th hin bng ng

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nt, hnh khi, mu sc hoc s kt hp nhng yu t , c tnh mi i vi th gii v dng lm mu ch to sn phm cng nghip hoc th cng nghip. + Nhn hiu hng ho l g ? iu 785 (B lut Dn s): Nhn hiu hng ho l nhng du hiu phn bit hng ho, dch v cng loi ca cc c s sn xut, kinh doanh khc nhau. Nhn hiu hng ho c th l t ng, hnh nh, hoc s kt hp cc yu t c th hin bng mt hoc nhiu mu sc. + Tn gi xut x hng ho l g ? iu 786 (B lut Dn s): Tn gi xut x hng ho l tn gi ca nc, a phng dng ch xut x mt hng t nc, a phng vi iu kin nhng mt hng ny c cc tnh cht, cht lng c th da trn cc iu kin a l c o v u vit, bao gm cc yu t t nhin, con ngi hoc kt hp c hai yu t . 8.3. Nguyn tc thit k biu tng (logo) cho thng hiu Cng vi nhn hiu hng ho, biu tng (logo) to nn s nhn bit sn phm bng th gic ngi xem. C hai phng php thit k logo chnh: + Logo gn lin vi tn gi, n c sng to da trn s cch iu ca tn gi (th d logo ca Coca - cola, Dunhill, Kitkat ...) + Logo hnh tng, to ra mt suy ngh, lin tng c lp v b sung cho tn gi. Mt logo c hiu qu phi t 5 nguyn tc sau:

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a) C ngha: Tc l logo phi biu th c nhng nt c trng ca sn phm. b) n gin: To kh nng d chp nhn, d suy din. c) D v: S dng cc ng nt v c bn, khng cu k. d) D nh: Lm sao ch sau 30 giy quan st, ngi xem c th hnh dung li c ng nt ca logo trong tr nh. e) c o: Lm sao cho logo phi c n tng mnh ti th gic ngi xem. 8.4. Qung b thng hiu 8.4.1. Phng thc qung b thng hiu Mc ch ca qung b thng hiu l lm sao cho th trng bit n thng hiu, chp nhn v ghi nh thng hiu ny. C 9 phng php qung b thng hiu: Tu theo tnh cht sn phm, th trng mc tiu, kh nng ti chnh, doanh nghip c th p dng ring r hoc tng hp c cc phng thc sau: a) Qung co trn cc phng tin truyn thng (tivi, radio, bo ch ...): Phng thc ny tc ng mnh, phm vi nh hng rng, phong ph, ... tuy nhin i hi kinh ph ln, tn sut cao. b) Qung co trc tip (th, in thoi, E.mail, ti ri, Internet ...) phng thc ny c bit hiu qu v kinh t, thng tin c truyn ti trc tip n khch hng mc tiu. c) Qung co ni cng cng: Phng thc ny rt a dng v phong ph (bng zn, p phch, phng tin giao thng, bng in t, d che nng ma, qun o, bn gh ...)

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d) Qung co ti im bn hng: Phng thc ny tc ng trc tip n ngi mua ti ni bn. e) Khuyn mi knh phn phi: Phng thc ny bao gm chit khu bn hng, khch l trng by sn phm, phi hp qung co, t chc trnh din... nhm khuyn khch cc knh phn phi c li, nhit tnh hn. g) Khuyn mi ngi mua: Tng qu, gim gi, phn thng, tr chi, x s ... h) Marketing s kin v ti tr: Khai thc cc s kin vn ho, th thao, m nhc ... ph bin thng hiu di dng trc tip tham gia hoc ti tr. Phng thc ny tn dng c trng thi cm xc ca ngi d, thun li cho vic chp nhn thng hiu qung co. i) Quan h cng chng: Thit lp v khai thc mi quan h vi cc t chc x hi, gii truyn thng, cng quyn, ti chnh, a phng ... to iu kin ph bin thng hiu. k) Bn hng c nhn: S dng lc lng cho hng, bn hng c k nng tt, tnh chuyn nghip cao, nm vng tm l, hiu ht sn phm ... trc tip gii thiu v thuyt phc khch hng. 8.4.2. To uy tn thng hiu Uy tn ca thng hiu chnh l (hay to nn) nim tin vo sn phm, tng sc mua ca th trng v th cnh tranh ca doanh nghip. to nn uy tn ca thng hiu c th c nhiu cch khc nhau, song c th tu chung li bng hai phng thc sau:

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- Phng thc th nht: L yu t bn trong (ct li) ca doanh nghip nhm vo sn phm nh cng ngh, thit b, gi c, marketing, th trng, xc tin thng mi ... - Phng thc th hai: L cc yu t bn ngoi, bao gm nhng hot ng c th c ca doanh nghip, c tnh cht phi li nhun, song mang li hiu qu ln trong vic to uy tn thng hiu. l: + Tham gia cc cuc bnh chn, gii thng v cht lng, hoc cc yu cu khc do cc t chc trong v ngoi nc t chc. + Tham gia cc hi ch, trin lm khu vc, quc gia hay ngoi nc. + Xy dng cc h thng qun l cht lng, h thng qun l mi trng, nhn o ... V d: ISO, GMP, HACCP, SA ... + Tham gia cc hot ng x hi v nhn o khc (nh ti tr, cu tr, u ... do cc t chc x hi, nhn o trong nc t chc, hoc ch ng t chc). 8.4.3. Bo v thng hiu Cc nh sn xut kinh doanh thc c v vic bo v thng hiu ca mnh qua cu ni: "To dng c thng hiu kh, nhng bo v thng hiu cng kh hn". bo v thng hiu ca mnh, doanh nghip cn phi tin hnh c hai phng din. - Mt l: t di s bo h ca Nh nc theo php lut. Tc l doanh nghip phi ng k bn quyn v s hu cng nghip (bao gm cc i tng SHCN nh lut quy nh)

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 c quyn bo h ca Nh nc. Mt khi pht hin trn th trng sn phm, nhn hiu hng ho ca mnh b nhi, b lm gi, hoc cc tranh chp khc th c bo v. - Hai l: Pha doanh nghip phi t ch ng bo v thng hiu bng cc bin php sau: + Lun c mt h thng d bo, phn tch v nhu cu th trng da vo sc mnh ca nhn hiu hng ho phng nhng bin ng ca th trng. + u t cng ngh thng tin (xy dng trng WEB, thng tin ni b...) trong doanh nghip. + u t i mi trang thit b, cng ngh sn xut.

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Bi tp v tho lun Chng 7 v 8 1) Phn tch nhng mt tch cc ca xu hng qun l CLVSATTP hin nay trn th gii ? Ly v d minh ho ? 2) Qua s quan h gia cc chng trnh GMP v SSOP vi h thng HACCP, hy phn tch mi quan h ny trong vic qun l CLVSATTP. 3) Hy xy dng mt quy phm sn xut (GMP) cho mt cng on (ca mt quy trnh cng ngh m bn hc) theo: Bng tng hp xy dng quy phm (bng mu) ? 4) Phn bit s khc nhau gia im kim sot (ca GMP v SSOP vi im kim sot ti hn (ca HACCP) ? Nu cc v d so snh. 5) Nu 7 nguyn tc ca h thng qun l HACCP ? 6) Thit lp mt biu mu k hoch HACCP ca mt sn phm thc phm (bn hc) theo ni dung sau (ti mt im kim sot ti hn): im kim sot ti hn, mi nguy hi, ngng ti hn, gim st (ci g ? th no ? tn sut ? ai ?) v hnh ng khc phc. 7) Bn hiu v thng hiu nh th no ? Ly v d ? Vai tr ca thng hiu vi mt sn phm hay doanh nghip ? 8) Quyn s hu cng nghip (SHCN) l g ? Cc i tng SHCN l g? Nu v d ?

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Chng 9 thit k sn phm mi 9.1. Nghin cu th trng 9.1.1. Khi nim v sn phm mi v pht trin sn phm mi Th trng lun c nhng bin ng v th hiu, cng ngh, tnh cnh tranh ... tn ti v pht trin Cng ty khng th ch da vo nhng sn phm hin c. V vy, mi Cng ty phi quan tm n chng trnh pht trin sn phm hng ho mi. C hai cch pht trin sn phm mi: mt l mua li c mt Cng ty khc, mua bng sng ch, giy php sn xut mt hng ho ca ngi khc. Hai l t nghin cu, thit k sn phm mi. Sn phm mi l g ? Theo quan nim Marketing sn phm mi c th l nhng sn phm mi v nguyn tc, sn phm mi ci tin t sn phm hin c hoc nhn hiu mi do nghin cu, thit k th nghim ca Cng ty. Du hiu quan trng nht nh gi l sn phm mi hay khng l s tha nhn ca khch hng. trnh ri ro, tht bi trong khi thit k sn xut sn phm mi, phi tun th nghim ngt cc bc trong qu trnh to ra sn phm mi v a vo th trng. 9.1.2. Tm quan trng ca vic iu tra th trng Mc ch ca iu tra th trng ca mi Cng ty nhm tm ra v thc hin c mc ch: "bn nhng th m khch hng cn". Bi vy nhng kt qu iu tra v th tr-

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ng gip cho Cng ty thit lp c cc bc trong Marketing mc tiu l: Phn on th trng La chn th trng mc tiu nh v sn phm trn th tr ng mc tiu

Cng ty tin hnh phn on th trng v chn mt hay vi on th trng lm th trng mc tiu. Sau Cng ty tin hnh sn xut sn phm sao cho p ng yu cu ca th trng mc tiu chn. y l phng php mang tnh ch ng theo quan im Marketing hin i. Trn c s Cng ty tp trung n lc Marketing vo th trng mc tiu chn nng cao kh nng cnh tranh. * Ghi ch: Gii thch mt vi khi nim nu: a) Phn on th trng: L qu trnh phn chia ngi tiu dng thnh cc nhm da trn s khc bit v nhu cu, hnh vi, tnh cch. b) on th trng: L mt nhm ngi tiu dng c yu cu tng t v cc thnh t trong Marketing hn hp. c) Th trng mc tiu: L th trng bao gm cc khch hng c cng nhu cu, mong mun m Cng ty c th p ng v c li th hn so vi i th cnh tranh. d) nh v sn phm trn th trng l thit k sn phm c nhng khc bit so vi sn phm ca i th cnh tranh, nhm to cho sn phm c mt hnh nh ring trong con mt khch hng. 9.1.3. u t cho qung co Cn c vo mc tiu qung co ca Cng ty, cho cc loi sn phm, cho th trng cn qung co, phn phi

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ngn sch. Ngn sch qung co nm trong ngn sch cho hot ng truyn thng ca Cng ty. Tu theo cc ngnh kinh doanh khc nhau m ngn sch dnh cho truyn thng cng khc nhau. V d ngnh m phm thng c mc ngn sch ti 30 - 50% doanh thu. 9.2. To nhu cu cho khch hng 9.2.1. Khch hng khng va lng - ng lc cho ra i sn phm mi Mt khi khch hng khng va lng vi sn phm ca Cng ty sn xut ra, y l du hiu nh gi mc cu ca th trng l: cu m. mc ny nhim v ca Marketing l tm nguyn nhn v sao khch hng khng thch sn phm . Trn c s phi thit k li c 4 thnh t ca chin lc Marketing (hay Marketing - mix), m thnh t u tin l sn phm. Trong c quyt nh vic thit k v marketing sn phm mi. 9.2.2. Tm quan trng ca vic sng to nhu cu Nhu cu chnh l ng lc thi thc con ngi hnh ng ni chung v mua hng ni ring. p ng c nhu cu ca khch hng gip cho Cng ty tng kh nng cnh tranh, ng thi mang li cho x hi nhiu loi sn phm, dch v tho mn nhu cu t nhin ca con ngi. Nhu cu l vn c t nhin ca khch hng, song ngun sn xut kinh doanh ngoi vic nm bt c nhu cu, tc ng ng th hiu cn phi to ra nhu cu cho khch hng. Ngi thit k, ngi bn hng c th khu gi thm nhu cu to thnh ng c mi cho khch hng, hnh thnh nhu cu mi cho khch hng nhm bn c nhiu hng hn.

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9.2.3. Ni dung sng to nhu cu Mt trong cc quan im ca qun tr Marketing l quan im hng v khch hng: "Quan im hng v khch hng khng nh rng thnh cng doanh nghip phi xc nh chnh xc nhu cu v mong mun ca th trng mc tiu, ng thi c th tho mn cc nhu cu, mong mun sao cho c hiu qu hn cc i th cnh tranh". y l mt t duy kinh doanh mi, t duy hng ti khch hng, ly khch hng lm mc tiu tn ti. Nhu cu c pht sinh bi nhiu yu t kch thch c bn trong ln bn ngoi. Yu t bn trong l ca ni ti trong khch hng, yu t bn ngoi l thuc v mi trng v tc ng ca ngi sn xut, ngi bn hng. Nhim v ca cc nh Marketing l xc nh xem nhng loi nhu cu no c pht sinh ? Ci g to ra chng v ngi mua mun tho mn chng bng nhng sn phm no ? Mt nhu cu mi ny sinh cn c nhng sn phm mi p ng. 9.3. To ra sn phm mi 9.3.1. Hnh thnh tng sn phm Tm kim nhng tng v sn phm l bc u tin quan trng hnh thnh mt phng n sn xut ra sn phm mi. Bc ny phi cn c vo nhng thng tin sau: + T pha khch hng: Thm d kin ca h, trao i v n t khiu ni gi n, thng tin trn bo ch ... + T cc nh khoa hc, chuyn gia, cc trng i hc ...

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+ Nghin cu nhng thnh cng, tht bi hng ho ca i th cnh tranh. + T ngun thng tin ca nhn vin, ngi bn hng trong Cng ty. tng v sn phm mi thng hm cha t tng chin lc kinh doanh, hot ng Marketing. 9.3.2. La chn tng sn phm La chn nhm pht hin sng lc v loi b nhng tng khng ph hp, km hp dn, ... la chn c nhng tng tt nht. Cc tng phi c trnh by bng vn bn vi cc ni dung sau: m t hng ho, th trng mc tiu, i th cnh tranh, s b v quy m th trng, cc chi ph lin quan n thit k, sn xut, d kin gi, thi gian sn xut, mc ph hp v cng ngh, ti chnh, mc tiu chin lc i vi Cng ty. cng l tiu chun thm nh v la chn. 9.3.3. Son tho d n v thm nh d n Son tho d n sn phm mi l s th hin t tng khi qut thnh cc phng n sn phm mi vi cc tham s v c tnh hay cng dng hoc i tng s dng khc nhau ca chng. Thm nh d n l th nghim quan im v thi ca nhm khch hng mc tiu i vi cc phng n sn phm c m t. Qua thm nh da vo kin khch hng tim nng kt hp vi phn tch khc na Cng ty s la chn c mt phng n chnh thc. 9.3.4. Xy dng chin lc Marketing cho sn phm Chin lc Marketing cho mt sn phm mi gm 3 phn:

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+ Phn th nht: M t quy m, cu trc v thi khch hng trn th trng mc tiu, d kin xc lp v tr hng ho, ch tiu v khi lng bn, th phn v li nhun trong nhng nm trc mt. + Phn th hai: Trnh by quan im chung v phn phi hng ho v d on chi ph Marketing cho nm u. + Phn th ba: Trnh by nhng mc tiu tng lai v cc ch tiu: tiu th, li nhun, quan im chin lc lu di v cc yu t Marketing - mix. 9.3.5. Thit k sn phm hng ho mi y l giai on phi th hin thnh nhng hng ho thc, ch khng phi l m hnh m t nh giai on trc. S c mt hay nhiu phng n. Theo di v kim tra cc thng s kinh t - k thut, cc kh nng thc hin vai tr ca hng ho v tng b phn, chi tit cu thnh n. Giai on ny thc hin trong phng th nghim v kim tra thng qua khch hng. 9.3.6. Th nghim trong iu kin th trng th nghim trong iu kin th trng, Cng ty s sn xut mt lot nh. Giai on ny va tin hnh th nghim hng ho va th nghim chng trnh Marketing. i tng th nghim l: va khch hng, va cc nh kinh doanh v cc chuyn gia c kinh nghim. Mc tiu l: thm d kh nng mua v d bo chung v mc tiu th. 9.3.7. Trin khai sn xut i tr v tung sn phm mi ra th trng

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Kt qu ca th nghim th trng lm cn c cho quyt nh c sn xut i tr sn phm mi khng ? Giai on ny Cng ty phi thng qua c 4 quyt nh. + Khi no tung sn phm mi chnh thc vo th trng ? + Sn phm mi s c tung u ? + Sn phm mi trc ht phi c tp trung bn cho i tng khch hng no ? + Sn phm mi c tung ra bn nh th no ? vi nhng hot ng h tr no xc tin bn.

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Chng 10 Tiu th sn phm 10.1. Khi nim v bn cht ca Marketing 10.1.1. S ra i v pht trin ca l thuyt Marketing 10.1.1.1. Marketing c in Marketing ra i trong nn sn xut hng ho ca ch ngha t bn nhm gii quyt gia cung v cu. Marketing u tin xut pht t nc M, sau c truyn b dn sang cc nc khc. Marketing l mt qu trnh tng kt thc hin sn xut kinh doanh trong mi trng cnh tranh v dn c khi qut ho v nng ln thnh l lun khoa hc. Do qu trnh sn xut hng ho ngy cng pht trin, hng ho cung cp ngy cng nhiu dn ti vt nhu cu th trng. Mt khc mi quan h gia ngi sn xut v ngi tiu dng ngy cng xa nhau do xut hin cc trung gian phn phi. Do vy ngi sn xut t c c hi hiu r c mong mun ca khch hng. y l mt thch thc ln, buc nh sn xut phi thay i ni dung, phng php v t duy kinh doanh. T t duy kinh doanh "bn nhng ci mnh sn c" trong iu kin cung nh hn cu, nh sn xut phi chuyn dn sang t duy "bn ci m khch hng cn" khi cung vt qu cu v cnh tranh gia tng. chnh l t duy kinh doanh Marketing. thc hin t duy ny, nh sn xut phi tin hnh hot ng Marketing tt c cc giai on ca qu

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trnh sn xut t nghin cu th trng (nm bt nhu cu) n tn sau bn hng. Marketing u tin c p dng cho cc doanh nghip sn xut hng tiu dng, ri dn chuyn sang doanh nghip sn xut hng cng nghip - l giai on ng dng nhng l thuyt Marketing c in. 10.1.1.2. Marketing hin i Trong vi thp k gn y Marketing xm nhp vo cc ngnh dch v v phi thng mi. T ch ch b hp trong lnh vc kinh doanh giai on u, sau Marketing cn xm nhp vo hu ht cc lnh vc nh chnh tr, o to, vn ho, x hi, th thao ... y l giai on ng dng nhng l thuyt Marketing hin i. 10.1.2. Mt s khi nim c bn ca Marketing 10.1.2.1. Nhu cu, mong mun v yu cu th trng Chng ta thy Marketing hin i hng ti tho mn nhu cu ca th trng, v nhu cu l ng lc thi thc con ngi hnh ng ni chung v mua hng ni ring. Vy "nhu cu" l g ? v phn loi "nhu cu" nh th no ? a) Nhu cu t nhin (hay nhu cu con ngi) - L nhu cu c hnh thnh khi con ngi thy thiu thn mt ci g y. Nhu cu t nhin l vn c i vi con ngi, Marketing ch pht hin ra, ch khng to ra n c. Nh kinh t hc Maslow, mt tc gi phn loi nhu cu
Nhu cu hnh bc thang nh sau: t nhin lm 5 bc khc nhau, theo t khng nh mnh Nhu cu c tn trng

Nhu cu x hi (tnh cm, giao l u) Nhu cu an ton (c yn n, c bo v) 72 Nhu cu t nhin (n, ung, th, duy tr s sng ...)

b) Mong mun Mong mun l nhu cu t nhin c dng c th, c th. Mi c nhn u c cch ring tho mn mong mun ca mnh, tu theo nhn thc, tnh cch, vn ho ca h. V d: Cng l nhu cu thng tin, c ngi dng my nhn Nokia, hoc Motorola, Samsung ... Nh vy hiu c nhu cu t nhin thi cha , ngi lm Marketing cn phi nm c mong mun ca h th mi to ra sn phm c th c tnh cnh tranh mnh. c) Nhu cu c kh nng thanh ton (yu cu tiu dng) L nhu cu t nhin v mong mun ph hp vi kh nng ti chnh ca khch hng. Nhu cu c kh nng thanh ton cn c cc nh kinh t gi l: Cu ca th trng. y l nhu cu m doanh nghip cn quan tm trc ht v y chnh l c hi kinh doanh cn nm bt v p ng kp thi. i vi th trng Vit Nam kh nng thanh ton l rt quan trng. V vy sn phm phi va ti tin ngi mua. 10.1.2.2. Th trng, sn phm a) Th trng: Theo quan im Marketing th trng bao gm con ngi hay t chc c nhu cu hay mong mun c

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th, sn sng mua v c kh nng mua hng ho, dch v v tho mn cc nhu cu mong mun . Cn phn bit khi nim th trng theo quan im Marketing, vi khi nim th trng truyn thng (l ni xy ra qu trnh mua bn) v khi nim th trng theo quan im ca kinh t hc (l h thng gm nhng ngi mua v ngi bn v mi quan h cung cu gia h). Theo khi nim th trng vi quan im Marketing th chng ta cn quan tm n con ngi v t chc c nhu cu, mong mun, kh nng mua ca h v hnh vi mua ca h. b) Sn phm Marketing dng khi nim sn phm (product) l ch chung cho hng ho v dch v. Nh vy: Sn phm l bt k ci g c th cho bn tho mn nhu cu, mong mun. Sn phm c th l: hng ho, dch v, tng, a im, con ngi ... Cn lu rng ngi tiu dng khng mua mt sn phm, m mua mt li ch, mt s hi lng m sn phm mang li. 10.1.2.3. Trao i Trao i l vic trao cho ngi khc mt th g nhn li mt sn phm m mnh mong mun. Trao i l mt khi nim cn bn nht ca Marketing hay khc i l mt khi nim cn bn nh ngha Marketing. trao i thc hin c phi c 4 iu kin sau: * C hai pha (hai n v x hi) tham gia trao i.

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* Hai bn u t nguyn tham gia v c nhu cu cn c tho mn. * Mi bn c th g c gi tr trao i v cc bn u tin l h c li qua trao i. * Hai bn phi thng tin cho nhau v nhu cu, v gi tr trao i. 10.1.2.4. Marketing a) Marketing l g ? + Marketing theo ngha rng: Marketing l hot ng c phm vi rng, do vy cn hiu theo mt ngha rng. Bn cht ca Marketing l giao dch, trao i nhm mc ch tho mn nhu cu v mong mun ca con ngi. Vy: Marketing l cc hot ng c thit k to ra v thc y bt k trao i no nhm tho mn nhng nhu cu v mong mun ca con ngi. nh ngha ny c khi qut theo s sau: Ngi thc hin marketing (ch th) V d: * Ch th marketing c th l mt c nhn, mt doanh nghip, mt ng phi chnh tr, mt t chc phi li nhun, hoc l c mt Chnh ph ... * i tng c marketing (gi l sn phm) c th l: mt hng ho ( t, ci o s mi ...), mt dch v (nh chuyn pht nhanh DHL, ngnh hc...), mt tng (nh phng chng HIV, sinh c k hoch ...), mt con ngi (nh ng c vin Tng i tng c marketing (sn phm) i tng nhn sn phm (khch hng)

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thng, ng c vin Quc hi ...), mt a im (nh khu du lch Tun Chu, Sapa ...) hoc c mt t nc. * i tng tip nhn cc chng trnh marketing c th l ngi mua, ngi s dng, ngi nh hng, ngi quyt nh ... + Marketing theo ngha hp: C th hiu marketing theo ngha hp, tc l vn marketing cho mt n v ring bit (nh mt doanh nghip) trong c h thng kinh t - x hi rng ln. Vy nh ngha marketing theo ngha hp nh sau: . Marketing l qu trnh qun l ca doanh nghip nhm pht hin ra cc nhu cu ca khch hng v p ng cc nhu cu mt cch c hiu qu hn so vi cc i th cnh tranh. Ni mt cch khc: Marketing l qu trnh lm tho mn nhu cu ca khch hng c thc hin bng cch: * Phi hp cc b phn chc nng trong doanh nghip. * Nhm trng tm vo "khch hng mc tiu". * Thng qua vic s dng "cc mc tiu, chin lc v k hoch marketing" (c th l: sn phm, gi c, phn phi, xc tin). b) Vai tr chc nng ca marketing trong doanh nghip + Vai tr ca marketing: Marketing c vai tr l cu ni trung gian gia hot ng cc doanh nghip v th trng, m bo cho hot ng ca doanh nghip hng ti th trng, ly th trng lm mc tiu kinh doanh. Hay ni mt cch khc: Marketing c nhim v to ra khch hng cho doanh nghip.

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+ Chc nng ca marketing: Marketing cn phi p ng cc vn sau cho doanh nghip: * Hiu r khch hng (khch hng mc tiu l ai ? h c c im g ? Nhu cu, mong mun nh th no ?) * Hiu r mi trng kinh doanh. * Hiu r i th cnh tranh (gm nhng i th no ? h mnh, yu ra sao ?). * Doanh nghip phi s dng chin lc marketing hn hp no ? y l v kh doanh nghip tn cng vo th trng. 10.2. Chnh sch sn phm 10.2.1. Chu k sng ca sn phm l g ? Chu k sng ca sn phm l thut ng m t s bin i ca doanh s tiu th k t khi sn phm c tung ra th trng cho n khi n phi rt lui khi th trng. Chu k sng ca sn phm c xem xt cho tng mt hng c th, tng nhm chng loi, thm ch tng nhn hiu hng ho. Chu k sng ca sn phm c 4 giai on: - Giai on tung sn phm ra th trng - Giai on pht trin - Giai on chn mui Mc
tiu on suy thoi - Giaith

Cc giai on c th hin qua s sau: nhun

bng tin Mc tiu th

v li

Li nhun 9 on tung ra 9 on 9 on 9 on pht chn suy

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Thi gian

10.2.1. Chin lc sn phm Chin lc sn phm bao gm cc quyt nh sau ca doanh nghip: a- Quyt nh v nhn hiu hng ho. b- Quyt nh v bao gi (bao b) v dch v i vi sn phm. Dch v khch hng l mt yu t cu thnh sn phm hng ho, do vy cc nh qun tr marketing phi quyt nh cc vn lin quan l: * Cc yu t dch v m khch hng i hi l g ? tm quan trng tng i ca tng yu t ? * Cht lng dch v n mc no so vi i th cnh tranh. * Chi ph dch v ? * Hnh thc dch v ? c- Quyt nh v chng loi v danh mc hng ho, chng loi hng ho c th hin qua b rng mc phong ph, b su v mc hi ho ca danh mc hng ho. d- Thit k v marketing sn phm mi

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Doanh nghip mun tn ti v pht trin u phi quan tm n chng trnh pht trin sn phm mi. H s c hai cch la chn sau: + Mt l mua ton b Cng ty no , mua bng sng ch hay giy php sn xut hng ho ca ngi khc. + Hai l t nghin cu v thit k sn phm mi. 10.3. Chnh sch gi 10.3.1. Nhng vn chung v gi sn phm Gi c mang nhiu tn gi khc nhau. ng sau ca nhng tn gi , cc hin tng gi lun mang mt ngha chung l: li ch kinh t xc nh bng tin. Trong 4 bin s (thnh t) ca marketing - mix (hn hp marketing 4P) th bin s gi c l trc tip to ra doanh thu v li nhun. Cn i vi ngi mua, th gi hng ho lun c coi l ch s u tin h nh gi phn "c" v chi ph b ra s hu v tiu dng hng ho. V vy, nhng quyt nh v gi lun gi vai tr quan trng v phc tp nht m doanh nghip phi i mt khi son tho cc hot ng marketing ca mnh. 10.3.2. Nhn t nh hng n quyt nh v gi. c nhng quyt nh ng n v gi i hi nhng ngi lm gi phi hiu su sc v cc yu t nh hng n cu thnh v ng thi ca gi, l: cc yu t bn trong v bn ngoi. 1) Cc yu t bn trong doanh nghip gm: a) Cc mc tiu marketing: Mi doanh nghip c tht theo ui mt trong cc mc tiu sau:

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* Ti a li nhun hin hnh * Dn u v t phn th trng (th phn) * Dn u v cht lng sn phm * An ton m bo sng st * V cc mc tiu khc (nh nh gi thp ngn chn i th, nh gi ngang i th bnh n th trng ...). T cc mc tiu ny m s c cc quyt nh gi ring. b) Gi v cc bin s ca marketing - mix Gi phi c t vo mt tng th chin lc marketing - mix, cc quyt nh v gi cng phi c tnh nht qun vi quyt nh v sn phm, knh phn phi, xc tin bn. c) Chi ph sn xut Doanh nghip phi hiu bit v tnh ton y v chnh xc cc chi ph b ra cho sn xut hng ho, c mt gi thnh sn phm ( trang tri mi chi ph chung, sn xut, phn phi, c li nhun chnh ng v gnh chu ri ro). Cc chi ph sn xut gm: Tng chi ph c nh l ton b cho chi ph u vo c nh v tng chi ph bin i l cc loi chi ph u vo bin i v gi thnh quyt nh gii hn thp nht ca gi bn. d) Cc yu t bn trong khc: Ngoi 3 yu t c bn trn, cn mt s yu t khc: tnh d hng ca sn phm, tnh d phn bit v chu k sng ca sn phm cng nh hng n quyt nh gi c. 2) Cc yu t bn ngoi: Bao gm: a) Khch hng v cu hng ho

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Chi ph sn xut cho sn phm ch ra gii hn thp - goi l "sn" ca gi, cn cu th trng quyt nh gii hn cao gi l "trn" ca gi. Do vy trc khi nh gi, nh sn xut (lm marketing) phi nm c mi quan h gia gi c v cu. b) Cnh tranh v th trng Khi nh gi bn sn phm ca mnh, doanh nghip cn cc thng tin v gi thnh, gi c, cc phn ng v gi ca i th cnh tranh, y l cc yu t cnh tranh v th trng cng tc ng n quyt nh gi c. c) Cc yu t bn ngoi khc Bao gm: - Mi trng kinh t (lm pht, tng trng, hay suy thoi, tht nghip...) - Thi (phn ng) ca Chnh ph (thng qua vic ban hnh cc lut l v gi). 10.3.3. Quy trnh nh gi bn Quy trnh nh gi bn ban u c tin hnh qua 6 bc: Xc nh nhim v cho mc gi Xc nh cu th trng mc tiu Xc nh chi ph sn xut sn phm Phn tch gi v hng ho ca i th cnh tranh La chn cc m hnh nh gi Xc nh mc gi cui cng. 10.4. Chnh sch phn phi 10.4.1. Vai tr chc nng ca phn phi Hot ng phn phi gii quyt vn hng ho c a nh th no n ngi tiu dng. Cc quyt nh v phn 81

phi thng phc tp v nh hng trc tip n tt c cc lnh vc khc trong marketing. 10.4.2. Knh phn phi l g ? Knh phn phi l tp hp cc doanh nghip, c nhn c lp v ph thuc ln nhau tham gia vo qu trnh a hng ho t ngi sn xut n ngi tiu dng. Nm gia ngi sn xut v ngi tiu dng cui cng l cc trung gian. C nhiu loi trung gian khc nhau tham gia vo knh phn phi v thc hin cc chc nng khc nhau. V d: Nh bn bun, nh bn l, i l v mi gii hoc nh phn phi. Cu trc cc knh phn phi nh sau: Knh (A): Ngi sn xut Ngi tiu dng Knh (B): Ngi sn xut Ngi bn l Ngi tiu dng Knh (C): Ngi sn xut Ng.bn bun Ng.bn l Ng.tiu dng Knh (D): Ngi SX i l Ng.bn bun Ng. bn l Ng.tiu dng Knh (A) gi l knh trc tip (v d: s dng lc lng bn hng tn nh) Knh (B) gi l knh mt cp (c thm ngi bn l) Knh (C) gi l knh hai cp (c 2 trung gian) Knh (D) gi l knh ba cp (c 3 trung gian) 10.4.3. Nhng quyt nh v cc vn lu thng hng ho + Bn cht ca phn phi hng ho l hot ng lp k hoch, thc hin v kim tra vic vn ti v lu kho hng ho

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t ni sn xut n ni tiu dng, nhm phc v nhu cu ngi tiu dng th trng mc tiu v thu c li nhun cao nht. + Mc tiu ca phn phi hng ho l cung cp ng mt hng, ng s lng, cht lng vo ng ni, ng lc vi chi ph ti thiu. + Quyt nh phn phi hng ho gm cc vn sau: a) X l n t hng: Vic phn phi hng ho bt u vi mt n t hng ca khch hng. Vic x l n t hng l kim tra khch hng (c bit l kh nng thanh ton), lp cc ho n, tin hnh cc th tc giao hng c kp thi. b) V kho bi d tr hng D tr hng ho l cn thit trong cc khu phn phi v n gii quyt cho mu thun gia thi gian, a im sn xut vi thi gian v a im tiu dng. Doanh nghip c th xy dng cc kho bi ring hay thu kho bi cng cng. c) V khi lng hng ho d tr trong kho. Quyt nh v lu kho l phi bit lc no cn t thm hng v t thm bao nhiu, nh vy s iu tit c khon chi ph lu kho ph hp, khng nh hng n doanh s v li nhun. d) V vn ti L vic quyt nh phng tin vn ti (hng khng, ng st, t ...), chi ph vn ti, thi gian giao hng, m bo cht lng hng vn chuyn. 10.5. Chnh sch xc tin hn hp

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10.5.1. marketing

Vai

tr

ca

xc

tin

hn

hp

trong

Bn cht ca hot ng xc tin l truyn tin v sn phm v doanh nghip ti khch hng thuyt phc h mua. V vy c th gi y l hot ng truyn thng marketing. Mt s dng ch yu thng c s dng trong chnh sch xc tin hn hp (hay cn gi l cc cng c xc tin hn hp) l: qung co, xc tin bn, tuyn truyn v bn hng c nhn. 10.5.2. Cc cng c xc tin hn hp a) Qung co Qung co l nhng hnh thc truyn thng khng trc tip, phi c nhn, c thc hin thng qua cc phng tin truyn tin phi tr tin v cc ch th qung co phi chu chi ph. Qung co l mt phng sch chin lc t c hoc duy tr li th cnh tranh trn th trng. * Mc tiu ca qung co thng hng vo cc vn sau: - Tng s lng hng tiu th trn th trng truyn thng. - M ra th trng mi. - Gii thiu sn phm mi. - Xy dng v cng c uy tn ca nhng nhn hiu hng ho v uy tn ca Cng ty. * Cc phng tin qung co gm c: Bo, tp ch, tivi (c nhiu li th v m thanh, ngn ng, hnh nh, mu

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sc, khn gi ng, truyn thng nhanh), radio, ngoi ra cn c: pan, p phch, qua catologe, bao b ... b) Xc tin bn Xc tin bn l nhm cng c truyn thng s dng hn hp cc cng c c ng, kch thch khch hng tng nhanh nhu cu v sn phm ti ch tc th. Xc tin bn hng cn gi l khuyn mi c tc ng trc tip v tch cc ti vic tng doanh s bng nhng li ch vt cht b sung cho ngi mua. Nh vy xc tin bn c nhim v khuyn khch ngi tiu dng mua nhiu hn, s lng ln hn v m ra khch hng mi. Ngoi ra n cn phi khuyn khch c lc lng phn phi trung gian. Cc Cng ty c th s dng hai nhm cng c xc tin bn l: + Nhm cng c to nn li ch kinh t trc tip thc y ngi mua gm: hng mu (hng khuyn khch dng th), phiu thng, gi hng chung (ng thi bn v h gi), qu tng. + Nhm cng c thc y trung gian phn phi gm: cc k thut thng dng (ti tr v ti chnh cho qung co, gii thiu, hng min ph, qu tng...) hi ngh khch hng, trnh by hng ho ti ni bn, cc cuc thi v tr chi. c) Tuyn truyn Tuyn truyn l vic s dng nhng phng tin truyn thng i chng truyn tin khng mt tin v hng ho dch v v v chnh doanh nghip ti khch hng hin ti v tim nng nhm t mc ch c th ca doanh nghip. Hiu

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rng hn l hot ng t chc d lun x hi (d lun th trng) nhm bo v danh ting cho Cng ty, x l cc tin n hay hnh nh bt li lan trn ra ngoi. Ni dung tuyn truyn bao gm: + Tuyn truyn cho sn phm lm cho cng chng bit nhiu v sn phm. + Tuyn truyn hp tc: Nhm to hnh nh tt p v uy tn ca Cng ty. + Vn ng hnh lang: L giao tip vi cc nh lm lut, quan chc Nh nc, ng h hay cn tr mt sc lut no y. + Tuyn truyn v x l mt v vic bt li cho Cng ty ang lan ra ngoi. d) Bn hng c nhn Bn hng c nhn bao gm nhng mi quan h trc tip gia ngi bn v cc khch hng hin ti v tim nng. N l mt loi nh hng c nhn v l mt qu trnh giao tip phc tp. Qu trnh bn hng bao gm cc bc sau: + Thm d v nh gi: L xc nh cc khch hng tim nng. Ngi bn phi tip xc v pht huy nhng mi quan h ring ca mnh, duy tr v khai thc tt n. + Tin tip xc: L cn thit v khch hng tim nng cng chi tit cng tt (nh: cn mua kiu g, ai quyt nh mua, kh nng ti chnh ...). Suy ngh v cch thc tip cn (thm ving, in thoi, th t, phc tho mc tiu bn hng).

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+ Tip xc: Tc l bit cch tip xc, cho mi, t cu hi, lng nghe, phn tch v hiu c nhu cu khch hng. + Gii thiu v chng minh: Tc l trnh by sn phm vi ngi mua t c s ch , duy tr s quan tm, khuyn khch s ham mun ... v chng minh cho nhng iu li ch ca sn phm. + X l t chi: Khch hng lun t chi do tm l (b quy ry, quen vi mt loi hng ho, khng mun b a thch ca mnh), v vy ngi bn cn c hun luyn cc k nng x l kho lo. + Kt thc: Nhn ra cc du hiu ca khch v bit kt thc ng lc. + Theo di nh gi s hi lng v kh nng mua hng ca khch.

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Bi tp v tho lun Chng 9 v 10 1) Phn tch nhu cu v mong mun ca khch hng, nu v d minh ho ? 2) Trnh by t duy "ch bn nhng th m khch hng cn". Ly v d i vi mt doanh nghip sn xut sn phm thc phm vn dng t duy ny nh th no ? 3) Phn tch nhu cu cn thit c h thng marketing trong doanh nghip ? Ti sao trc y trong thi k bao cp cc doanh nghip khng p dng marketing ? 4) T cc nh ngha v marketing, khi thit k sn phm mi cho doanh nghip mnh, bn lin h thy cn coi trng cc vn g ? 5) Trong 7 bc tin hnh thit k sn phm mi, hy phn tch nhng bc no c tm quan trng quyt nh cho sn phm chin lc th trng v pht trin sn phm c ?

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