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Abstracts No 56

Thứ tư - 02/12/2015 15:02
1. Some Theoretical Issues on Legal System for Advertising – Application to Vietnam Situation
A/Prof. Dr. Truong Dinh Chien – National Economics University
Advertising is an indispensable activity of the market economy and developed societies. In developed countries, advertising has long become a service industry with great contribution to GDP. Advertising can have a lot of socio-economic influences with a variety of agents and participants. Therefore, countries have to make and enforce a legal system for advertising. The system provides a framework for advertising to ensure healthy development and effective contribution to the socio-economic development. In recent years in Vietnam, advertising has been developing quite fast at 30% per year during the international economic integration. However, apart from positive effects, there still exist some problems in advertising such as unplanned development, unfair competition between companies, dishonest advertisements, negative impacts on environment, urban areas, and traditional cultural values violation. As a result, building and enforcing the legal system for advertising is of great importance. Vietnam built the Law on Advertising which was approved by the National Assembly in June 2012 and has taken effect since January 1st 2013. The question is whether the current legal system on advertising in Vietnam has met the requirements on regulating advertising activity to assure social benefit and favourable legal environment for the development of advertising services and which issues need studying to amend the legal system on advertising in Vietnam in the coming time. In the beginning, the author gives a brief introduction on the nature of the legal system on advertising. He then suggests some issues on advertising law in Vietnam from theoretical perspective. From that, he gives some issues of other advertising-related laws such as Law on Trade, Law on Competition, and Law on Food Safety to come to the conclusion. In the article, the author would like to make additional suggestions for the Law on Advertising of Vietnam to help it meet the demand and the growth rate of the current advertising market.
2. Corporate Social Responsibility at VINAX: An Approach from Labour Force
Dr. Nguyen Ngoc Thang – University of Economics and Business – Vietnam National University, Hanoi
Companies have realized that corporate social responsibility (CSR) is a precious strategic asset on their way to integration and sustainable development. However, there still exist many problems in the implementation of CSR in Vietnamese companies, particularly construction companies. The author gives a brief introduction to CSR and the significance of CSR to the business of companies in the current competitive environment. Data for analysis in the article was collected by conducting questionnaires survey at VINAX. Through data analysis, the author confirmed that VINAX has gained some particular achievements in implementing CSR though the company still needs to improve to better exercise CSR. Although the article has just described CSR in one company, via this research work, other businesses can do self-assessment to improve their competitiveness, expand business and strengthen their position in the market.
3. A Study on Online Buying Behaviour of Customers to Construct B2C E-Commerce Services
Dr. Nguyen Hoang, Vietnam University of Commerce
A/Prof. Dr. Vu Tri Dung, National Economics University
Officially introduced in Vietnam in 1997, Internet has comprehensively penetrated into the economy, culture and society. The number of Internet users in Vietnam by the end of September 2012 was over 31 million including more than 4.3 million broadband Internet users. According to the estimate of the Ministry of Information and Telecommunication, in the next two years, the number will keep increasing with half of the population accessing the Internet everyday, generating great opportunities for companies to earn high revenues. The percentage of Internet users in Vietnam accounts for 35% of the population, but only 8% of them buy online. The huge number of Internet users is considered as potential foundation which creates opportunities and challenges to the development of e-commerce in Vietnam. Online business environment has presented unforeseen opportunities, but fierce competitive pressure as well. Companies who miss the trend will lose customers within a short time. In the article, with results from qualitative analysis of the survey, the authors indicate buying methods, motives, assessments and expectations of online customers. From the findings, the authors give some recommendations to help B2C companies to perfect themselves and better do business in the current context. The article can be seen as one of the good suggestions for B2C companies in Vietnam.
4. Value Chain Model of Vietnam Enterprises and Industries
Dr. Nguyen Hoang Viet – Vietnam University of Commerce
Value chain analysis – the leading strategic circle analysis tool – has shown that how an enterprise manages its value chain activities in relation with its competitors represents an essential factor to build up high value-added competitive edges which will then be developed into sustainable competitive advantages. For the past 30 years, despite numerous changes in business theories and practice as well as the development in management studies, when it comes to analysing the value chain, researchers and observers have been still using the model suggested by M. Porter in 1985.
Vietnam is in the process of restructuring its industries; many national enterprises are facing negative impacts from the global economic recession together with the local macro-economic difficulties. In this context, our enterprises and industries should consider restructuring their value chains as the starting point and the core. Upon analysis, the author proposes the value chain model which has been adjusted to Vietnam enterprises and industries, from which sets up tables of operation measuring criteria with their parametres to evaluate the capacity of each chain to apply on analysing the value chain in enterprises and industries.
5. Applying KPI in 3P Salary Payment in Enterprises
Dr. Mai Thanh Lan – Vietnam University of Commerce
Salary payment is of great interests by both employers and employees. Especially to employers, how to set up a payment scheme which is competitive, fair and appropriate to their financial capacity to create, maintain, develop and effectively use human resources always represents a big question to answer. In recent time, 3P payment draws the attention from many enterprises thanks to its benefits. However, to use this payment method successfully, evaluating achievements by KPI plays an important role.
In her article, the author presents some theories on KPI in 3P payment and applies these theories on evaluating the situations of enterprises in the modern business environment. After conducting a survey via such tools as questionnaires, interviews, case study and secondary data collection, the author puts forth some proposals for enterprises, including: improving the awareness of the benefits of 3P payment and KPI application in 3P payment; enhancing human resource management capacity for managers of different levels in the company, especially the ability to manage and assess achievements by KIP; renewing the task allocating procedures. With these proposals, the author expects to help Vietnamese enteprirses apply KPI more effectively in their 3P payment.
6. Customer Awareness and Marketing Solution to Develop Supermarket Chain Services in Ha Noi
A/Prof. Dr. Phan Thi Thu Hoai
Vietnam University of Commerce
Marketing mix plays a vital role in the business of supermarkets in Ha Noi city, especially in supermarket chain positioning to best attract customers. The paper puts forth the real situation of the Hanoi customer awareness of the styles and outstanding features of supermarket chains in the area of Hanoi city. Each supermarket chain’s positioning strategy is developed in the already-built orientation and message and combines with exploiting Hanoi customer awareness of the specific features of each chain. Each supermarket chain develops its own outstanding positioning features upon its ability and target market; however, with the effects of marketing which may form the awareness and impression of customers towards the supermarket chain, the set position targets may not be what the chain management expects. Hence, it is necessary to base on the targets set by the chain management and customer awareness to provide marketing adjustments to develop each chain’s positioning strategy so that it is outstanding and different from competitors’ as well as meets the demand of key buyer and the general public in the market. From the situation, the researcher suggests marketing mix operations to develop the positioning strategy of each supermarket chain in order to obtain better competitive position in attracting customers.
7. NeuroMarketing – a New Research Orientation in Decoding Customer Brain – the Basis to Understand the Buying Behaviour of Customers
Nguyen Thi Thanh Nhan, MA - Vietnam University of Commerce
NeuroMarketing is a new research area which helps to understand the buying behaviour of customers. As a combination between neurology, the art of marketing, and technology, neuro-marketing appeared and has attracted great attention in many industries and businesses. The latest research on this special trend of marketing has helped enterprises turn their potential customers into existing customers as well as build the life-long loyalty of the enterprise’s target customers. The researcher mentions research on neuromarketing and lessons for its applications in enterprises’ marketing. Then the researcher confirms that despite still in the very first stage, neuromarketing shows great, revolutionary impacts on the way we market our products and services. The most important point in using neuromarketing is for good reasons. From there, neuromarketing is considered a way to deeper understand customers to better serve them. When used in such a right way, it can have great effects on the turnover and profit of each enterprise.
8. The Economic Benefits of Internet Services – a Case Study of Vietnam
Dr. Pham Thuy Hong – Vietnam University of Commerce
Internet is one of the most significant technological developments of human history, which changes the way human beings communicate and affects all facets of life. The Internet growth statistics show that the number of Internet users worldwide reached 1.97 billion by June, 2010. In the same year, the world sent about 107 trillion emails, which was an equivalent of 294 billion per day while the number of Tweets sent was 25 billion. 2 billion Youtube videos were viewed per day and more than 2 billion Facebook videos were watched per month. The average numbers of videos and pictures posted on Facebook per month were more than 20 million and 3 billion, respectively. In the same period, more than 3,000 pictures were shared on Flickr every minute. However, there is a bad side to Internet usage. In 2010, 262 billion spam emails which accounted for 89.1% of total sent email messages were delivered. Identity theft and diminished privacy are other problems associated with the Internet. Internet has also changed the way a business operates in that the number of businessmen using search engines to collect information in different fields of business is on the increase. Since its first appearance in Vietnam in 1997, after 15 years of development, the Internet has made great strides in terms of both technology and products and services on offer. With the numbers of Internet users and subsribers being estimated at 31,078,514 and 4.4 billion, the percentage of Internet users in Vietnam was 35.42% as of July, 2012. The explosive growth of the Internet globally and in Vietnam has opened up more opportunities for businesses and brought about radical changes in the way business transactions are conducted. This paper analyses the current status of Internet rapid development in terms of its new business models, its successes and failures. The Internet not only brings material benefits to its users but also demonstrates the creativeness and attractiveness of the so-called ‘the business game’ to its players. Moreover, the Internet presents a wealth of rich resources for studies and analyses.    
9. A Quantitative Study on the Correlation between Customers’ Perceptions on Influential Factors and Consumer Shopping Frequency at Supermarkets in Hanoi
Dr. Nguyen thi Thanh Nhan – Vietnam University of Commerce  
The frequency of customer supermarket shopping greatly affects the development of supermarkets and the attractiveness of Vietnam’s retail market. In order to analyse the influence of Vietnamese market’s characteristics on the growth of supermarkets, it is essential to study Hanoi market - one of the two major markets which strongly influence the development of Vietnam’s retail market. 
The paper analyses Hanoian consumers’ judgements in their search and selection of suitable supermarkets as shopping destinations through quantitative analyses of the correlation between individual and supermarket-related influential factors viewed from customers’ perspectives and their shopping frequency at supermarkets which is a dependent experimental variable.
The author bases her research on previous studies on consumer shopping behaviour, supermarket business and Hanoians’ supermarket shopping behaviour. Based on Philip Kotler’s studies on consumer behaviour, two personal-related variables affecting consumer supermarket shopping frequency are used:  1) the personal variable including income or financial status and lifestyle being reflected in the amount of free time and supermarket shopping habit; 2) ‘reference groups’ which reflexes the influence of family members and colleagues at work on one’s shopping habbit. In this article, consumers’ perceptions on how personal factors affect their shopping frequency at supermarkets are measured using quantitative research methods. The research tools used include the questionnaire conducted on 555 subjects and the SPSS 17.0. The research aims to find out any differences in customer shopping behavior, the relationship between the variables and the consumer supermarket shopping frequency. Based on the research findings, the author presents the current status of supermarket business and suggests solutions for supermarkets to boost their business. 
10. Restructuring the CEO Human Resource Strategy of Vinashin Group – Actual Situation from Sociological Survey and Existing Problems
Chu Dinh Dong, M.A. – Vietnam Shipbuilding Industry Group
Amid the current context, CEO plays a very important role in the operation of every business. This is especially true when Vietnamese enterprises are in the process of restructuring to improve their competitiveness in the marketplace. Vinashin Group is also joining in this mainstream. Recently, the group is restructuring its organization to confirm the position, of which the most important aspect is to restructure the CEO resources. Within the scope of this article, the author introduces the readers to the model of CEO resources restructuring in Vinashin. Through a sociological survey, the analysis and evaluation of both the current group’s CEO team and the restructure of senior staff have been made to determine the issues Vinashin has to deal with in the near future to effectively implement its restructuring and human resource development process.
11. Implementing the Partnership in Universities - Institutes Linkage in Vietnam - Research Model and Methodology
Nguyen Dang Hai, M.A. & Prof.Dr. Pham The Long
Cooperative efforts allow parties in partnership to take full advantage of the partner’s resources to improve the quality and effectiveness of their training activities, scientific research and technology transfer. In order to successfully build up the partnership, beside the cautious consideration of factors affecting the relationship, practical cooperative skills in performing specific tasks should also be taken into account. In this article, the author mentions the problems such as principles, content, impacts and distinctive features related to the establishment of cooperative relation. The implementation of partnership is presented through a model and a three-basic-stage research methodology, in which every stage has its own role, significance as well as contents, and contributes an important part in the success of a partnership. Thoroughly understanding and creatively applying the contents and practical skills in those stages are the tasks of not only the management but also every member taking part in the joint project, thereby the consistency from awareness to action can be created to form the basis for a successful cooperation.

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