Gio trnh thng mi in t

Bin tp bi:
Khoa CNTT HSP KT Hng Yn

Gio trnh thng mi in t

Bin tp bi:
Khoa CNTT HSP KT Hng Yn
Cc tc gi:
Khoa CNTT HSP KT Hng Yn

Phin bn trc tuyn:

http://voer.edu.vn/c/f39895c2

MC LC
1. Trang ba thng mi in t
2. M u
3. Bi 1: Gii thiu v Internet,WWW,Web,Thng mi in t
3.1. Gii thiu v Internet,WWW,Web,Thng mi in t
4. Bi 2: Cc m hnh kinh doanh thng mi in t
4.1. Cc m hnh kinh doanh thng mi in t
5. Ba 3: Nghin cu th trng in t
5.1. Nghin cu th trng in t
6. Bi 4: Mt s vn k thut trong thng mi in t
6.1. Mt s vn k thut trong thng mi in t
7. Bi 5: Cc thanh ton trong giao dch thng mi in t
7.1. Cc thanh ton trong giao dch thng mi in t
8. Bi 6: Vn bo mt, an ninh trn mng
8.1. Vn bo mt, an ninh trn mng
9. Bi 7: Cc doanh nghip Vit Nam v TMT
9.1. Cc doanh nghip Vit Nam v TMT
10. Bi 8: Mt s lnh vc ng dng thng mi in t
10.1. Mt s lnh vc ng dng thng mi in t
11. Bi 9: Tho lun
11.1. Tho lun v vn thanh ton qua mng & hiu qu ng dng TMT
11.2. Tho lun v website thng mi in t
11.3. Ri ro & Bin php phng trnh ri ro trong thng mi in t
Tham gia ng gp

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Trang ba thng mi in t
LI NI U
Thng mi in t l hnh thc mua bn hng ha v dch v thng qua mng my tnh
ton cu. Thng mi in t ang tr thnh phng thc kinh doanh mang li nhiu li
ch cho nhn loi trn c s pht trienr nhanh chng ca cc ngnh cng ngh, trc ht
l cng ngh thng tin. Thng mi in t, v vy, tr thnh phng thc kinh doanh
i din cho nn kinh t tr thc.
Ton cu ha to iu kin thng mi in t pht huy nhng im mnh nh
y nhanh tc kinh doanh, gim thiu chi ph, vt qua cc tr ngi v khng gian
v thi gian,v.v Hin ti, khng c mt quc gia no khng tham gia vo thng mi
in t v mc tp trung cc ngun lc pht trin thng mi in t ngy cng
cao. Nhm p ng nhu cu nghin cu, ging dy v hc tp, Khoa Cng ngh Thng
tin, i hc S phm K thut Hng Yn tp trung bin son Gio trnh thng mi
in t. Gio trnh do CN. ng Vn Anh ch bin, cng s tham gia ca cc ging
vin khoa Cng ngh Thng tin, i hc S phm Hng Yn bin son.
Gio trnh Thng mi in t c s dng cho ging vin dy v hc tp ca ging
vin v sinh vin ngnh Cng ngh Thng tin, ng thi c th dng lm ti liu tham
kho cho cc nh nghin cu, qun l, ging vin v sinh vin khoa Kinh t. Mc d
c nhiu c gng nhng gio trnh kh trnh khi thiu st. Khoa Cng ngh Thng tin
mong nhn c s ng gp kin ca cc ng nghip v cc bn c. Khoa Cng
ngh Thng tin xin chn thnh cm n s ng gp kin ca Hi ng thm nh, cc
nh chuyn mn, cc gio vin khoa Cng ngh Thng tin v tc gi ca cc ti liu m
ngi bin son tham kho.
Th gp xinh gi v Khoa Cng ngh Thng tin trng i hc S phm K thut
Hng Yn, Nh 4 tng, Khoa Cng ngh Thng Tin, i hc S phm K Thut Hng
Yn, Dn Tin, Khoi Chu, Hng Yn. Email: cntt@utehy.edu.vn

KHOA CNG NGH THNG TIN

Trng khoa
Thc S Nguyn nh Hn

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M u
LI NI U
Thng mi in t l hnh thc mua bn hng ha v dch v thng qua mng my tnh
ton cu. Thng mi in t ang tr thnh phng thc kinh doanh mang li nhiu li
ch cho nhn loi trn c s pht trienr nhanh chng ca cc ngnh cng ngh, trc ht
l cng ngh thng tin. Thng mi in t, v vy, tr thnh phng thc kinh doanh
i din cho nn kinh t tr thc.
Ton cu ha to iu kin thng mi in t pht huy nhng im mnh nh
y nhanh tc kinh doanh, gim thiu chi ph, vt qua cc tr ngi v khng gian
v thi gian,v.v Hin ti, khng c mt quc gia no khng tham gia vo thng mi
in t v mc tp trung cc ngun lc pht trin thng mi in t ngy cng
cao. Nhm p ng nhu cu nghin cu, ging dy v hc tp, Khoa Cng ngh Thng
tin, i hc S phm K thut Hng Yn tp trung bin son Gio trnh thng mi
in t. Gio trnh do CN. ng Vn Anh ch bin, cng s tham gia ca cc ging
vin khoa Cng ngh Thng tin, i hc S phm Hng Yn bin son.
Gio trnh Thng mi in t c s dng cho ging vin dy v hc tp ca ging
vin v sinh vin ngnh Cng ngh Thng tin, ng thi c th dng lm ti liu tham
kho cho cc nh nghin cu, qun l, ging vin v sinh vin khoa Kinh t. Mc d
c nhiu c gng nhng gio trnh kh trnh khi thiu st. Khoa Cng ngh Thng tin
mong nhn c s ng gp kin ca cc ng nghip v cc bn c. Khoa Cng
ngh Thng tin xin chn thnh cm n s ng gp kin ca Hi ng thm nh, cc
nh chuyn mn, cc gio vin khoa Cng ngh Thng tin v tc gi ca cc ti liu m
ngi bin son tham kho.
Th gp xinh gi v Khoa Cng ngh Thng tin trng i hc S phm K thut
Hng Yn, Nh 4 tng, Khoa Cng ngh Thng Tin, i hc S phm K Thut Hng
Yn, Dn Tin, Khoi Chu, Hng Yn. Email: cntt@utehy.edu.vn

KHOA CNG NGH THNG TIN

Trng khoa
Thc S Nguyn nh Hn

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Bi 1: Gii thiu v
Internet,WWW,Web,Thng mi in t
Gii thiu v Internet,WWW,Web,Thng mi in t
Gii thiu v Internet
Internet l mng ca cc mng my tnh trn phm vi ton th gii, s dng giao thc
c tn l TCP/IP kt ni v truyn d liu gia cc my tnh

S khi qut mng internet

Internet ra i trn c s mng ARPANET ca B Quc Phng M xy dng trong
nhng nm 1970. i ph vi chin tranh lnh, Chnh ph M thnh lp mt c
quan qun l d n nghin cu cng ngh cao (Advenced Research Projects Agency
(ARPA). Vo cui nm 1960, vic s dng my tnh ARPA v cc c quan khc ca
chnh ph m rng ra rt nhiu, h cn phi c chia s s liu vi nhau nu cn.
ARPANET, l khi thy ca Internet, to ra gii quyt vn trn. My tnh thng
c ch to bi cc cng ty khc nhau, hu ht cc my tnh bi s khc nhau v cc
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phn mm v phn cng. ARPANET xy dng cc chun cho Internet. Cc nh sn

xut phi cung cp sn phm p ng vi nhng chun ny v do bo m rng tt c
nhng my tnh c th trao i s liu vi nhau. Mt du mc khc ca Internet n vo
gia nm 80, khi t chc khoa hc NSF (National Science Foundation) a vo Internet
5 trung tm siu my tnh. iu ny em li cho cc trung tm gio dc, qun s, v
cc NSF khc c quyn c truy nhp vo cc siu my tnh, v quan trng hn l
to ra mt mng xng sng (backborne) cho mng Internet ngy nay.
Mt trong nhng l do quyt nh s pht trin v qung b mnh m ca Internet l
chnh tnh m rng t nhin ca n do giao thc TCP/IP em li. N lm cho vic kt
ni mng my tnh internet tr nn d dng v vy internet nhanh chng tr thnh mng
c nhiu ngi s dng nht ngy nay.

S pht trin dn s s dng internet trn th gii

kt ni Internet chng ta phi c c nhng phn sau:
Mt my vi tnh ci h iu hnh Windows cung cp dch v TCP/IP (bt buc).
Modem V.34 tc t 19200 baud hoc Router i vi kt ni ADSL

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Tnh hnh pht trin Internet mt s nc

Internet tc ng su sc n mi mt i sng kinh t x hi, ng nhin n tc
dng quyt nh mng li qun l pht trin t sn xut hng lot sang c th ho
hng lot khch hng chuyn sang hng gi tc ng mnh n hot ng sn xut kinh
doanh ca cc doanh nghip. Do nhng tc ng ca internet m nh tp ch Business
Week so snh nu bt nhng c trng ca doanh nghip ca th k 21 nh sau:
- TK20 vn quyt nh, TK21 tng mi nng ng quyt nh
- T chc doanh nghip chuyn t hnh thp, phn cp sang hnh mng li
- Nhim v trung tm ca ngi qun l chuyn t qun l ti sn sang qun l thng
tin
- Sn phm chuyn t sn xut hng lot sang c th hng lot khch hng

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- Ti chnh qun l theo Qu nay qun l tc thi v qun l kho t hng thng chuyn
sang hng gi
- CEO hot ng ton cu thng xuyn phi i cng tc
- Tng cng s dng outsourcing
Bill Gates: Cnh tranh ngy nay khng phi gia cc sn phm m gia cc m hnh
kinh doanh. Nu Doanh nghip khng quan tm n thng tin, Internet, Web, TMDT
tt s chu nhiu ri ro. Internet khng tc ng ln sn phm c th no m ln ton b
mi quan h ca doanh nghip thng qua thng tin m n em li. N khng lm thay
i bn cht qu trnh kinh doanh nhng n em li c hi mi cha tng c
Mt tin b c tnh t ph na trong lch s pht trin internet l s ra i v pht trin
cng ngh Web (1992) cho kch thch cc doanh nghip nhy vo v thng mi in t
ra i t .

Gii thiu v World Wide Web ( WWW) v trang Web

Khi nim WWW
Trc nm 1990, Internet pht trin thnh mng ca nhng my tnh kt ni vi tc
cao c mt h thng c s c bit. Ngi ta cn trao i s liu di dng text,
ha v hyperlinks. Tim Berners Lee, mt nh khoa hc lm vic ti phng th nghim
Chu u v vt l ti Geneva, Thy S, ngh mt b Protocol cho php truyn thng
tin ha trn Internet vo nm 1989. Nhng ngh ny ca Berners Lee c mt
nhm khc thc hin, v Word Wide Web ra i.
Internet v World Wide Web, hoc n gin gi l Web c gi l tra cu thng tin
ton cu. N bao gm hng triu cc website, mi website c xy dng t nhiu trang
web. Mi trang web c xy dng trn mt ngn ng HTML (Hyper Text Transfer
Protocol) ngn ng ny c hai c trng c bn: 1> Tch hp hnh nh m thanh to ra
mi trng multimedia
Kin thc Thng Mi in T, TS Nguyn ng Hu, Vin o to Cng Ngh v
Qun l Quc T. Thng 11- 2004
2> To ra cc siu lin kt cho php c th nhy t trang web ny sang trang web
khc khng cn mt trnh t no. c trang web ngi ta s dng cc trnh duyt
(browser). Cc trnh duyt ni ting hin nay l Internet Explorer (tch hp ngay trong
h iu hnh) v Nescape.

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Khi nim v trang Web

Trang Web l mt tp vn bn c cha ng ngn ng lp trnh siu vn bn (Hyper
Text Markup Language - HTML) tch hp hnh nh, m thanh v nhng trang Web
khc. Trang Web c lu ti Web Server v c th c truy cp vo mng Internet
qua trnh duyt Web Browser c trong my tnh.
Trang Web c 2 c trng c bn
1> Gia cc trang Web c cc siu lin kt cho php ngi s dng c th t trang ny
sang trang khc m khng tnh n khong cch a l
2> Ngn ng HTML cho php trang web c th s dng Multimedia th hin thng
tin.
Mi mt trang Web s c mt a ch c gi l Uniform Resource Locator (URL).
URL l ng dn trn Internet n c trang Web. V d URL cho trang
TinTucVietNam http://www.tintucvietnam.com.
Tp hp cc trang web phc v cho mt t chc v c t trong mt my ch kt ni
mng c gi l web site. Trong website thng c mt trang ch v t c ng
dn siu lin kt n cc trang khc

Khi nim v thng mi in t

Khi nim thng mi in t
Thng mi in t l hnh thc mua bn hng ha v dch v thng qua mng my
tnh ton cu. Thng mi in t theo ngha rng c nh ngha trong Lut mu
v Thng mi in t ca y ban Lin Hp quc v Lut Thng mi Quc t
(UNCITRAL)
Thut ng Thng mi cn c din gii theo ngha rng bao qut cc vn pht
sinh t mi quan h mang tnh cht thng mi d c hay khng c hp ng. Cc quan
h mang tnh thng mi bao gm cc giao dch sau y: bt c giao dch no v thng
mi no v cung cp hoc trao i hng ha hoc dch v; tha thun phn phi; i din
hoc i l thng mi, y thc hoa hng; cho thu di hn; xy dng cc cng trnh;
t vn; k thut cng trnh; u t; cp vn; ngn hng; bo him; tha thun khai thc
hoc t nhng; lin doanh cc hnh thc khc v hp tc cng nghip hoc kinh doanh;
chuyn ch hng ha hay hnh khch bng ng bin, ng khng, ng st hoc
ng b.

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Nh vy, c th thy rng phm vi ca Thng mi in t rt rng, bao qut hu ht

cc lnh vc hot ng kinh t, vic mua bn hng ha v dch v ch l mt trong hng
ngn lnh vc p dng ca Thng mi in t. Theo ngha hp thng mi in t ch
gm cc hot ng thng mi c tin hnh trn mng my tnh m nh Internet.
Trn thc t, chnh cc hot ng thng mi thng qua mng Internet lm pht sinh
thut ng thng mi in t.
Thng mi in t gm cc hot ng mua bn hng ha v dch v qua phng tin
in t, giao nhn cc ni dung k thut s trn mng, chuyn tin in t, mua bn c
phiu in t, vn n in t, u gi thng mi, hp tc thit k, ti nguyn mng,
mua sm cng cng, tip th trc tuyn ti ngi tiu dng v cc dch v sau bn hng.
Thng mi in t c thc hin i vi c thng mi hng ha (v d nh hng
tiu dng, cc thit b y t chuyn dng) v thng mi dch v (v d nh dch v cung
cp thng tin, dch v php l, ti chnh); cc hot ng truyn thng (nh chm sc sc
khe, gio dc ) v cc hot ng mi (v d nh siu th o). Thng mi in t ang
tr thnh mt cuc cch mng lm thay i cch thc mua sm ca con ngi.
Cc c trng ca thng mi in t
So vi cc hot ng Thng mi truyn thng, thng mi in t c mt s in t
c mt s im khc bit c bn sau:
Cc bn tin hnh giao dch trong thng mi in t khng tip xc trc tip vi
nhau v khng i hi phi bit nhau t trc.
Trong Thng mi truyn thng, cc bn thng gp nhau trc tip tin hnh giao
dch. Cc giao dch c thc hin ch yu theo nguyn tc vt l nh chuyn tin, sc
ha n, vn n, gi bo co. Cc phng tin vin thng nh: fax, telex, .. ch c
s dng trao i s liu kinh doanh. Tuy nhin, vic s dng cc phng tin in t
trong thng mi truyn thng ch chuyn ti thng tin mt cch trc tip gi hai i
tc ca cng mt giao dch
Thng mi in t cho php mi ngi cng tham gia t cc vng xa xi ho lnh n
cc khu vc th ln, to iu kin cho tt c mi ngi khp ni u c c hi
ngang nhau tham gia vo th trng giao dch ton cu v khng i hi nht thit phi
c mi quen bit vi nhau.
Cc giao dch thng mi truyn thng c thc hin vi s tn ti ca khi nim
bin gii quc gia, cn thng mi in t c thc hin trong mt th trng
khng c bin gii (th trng thng nht ton cu).
Thng mi in t trc tip tc ng ti mi trng cnh tranh ton cu. Thng mi
in t cng pht trin, th my tnh c nhn tr thnh ca s cho doanh nghip hng
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ra th trng trn khp th gii. Vi thng mi in t, mt doanh nhn d mi thnh

lp c th kinh doanh Nht Bn, c v Chile, m khng h phi bc ra khi
nh, mt cng vic trc kia phi mt nhiu nm.
Trong hot ng giao dch thng mi in t u c s tham gia ca t nht ba ch
th, trong c mt bn khng th thiu c l ngi cung cp dch v mng, cc
c quan chng thc.
Trong Thng mi in t, ngoi cc ch th tham gia quan h giao dch ging nh
giao dch thng mi truyn thng xut hin mt bn th ba l nh cung cp dch
v mng, cc c quan chng thc l nhng ngi to mi trng cho cc giao dch
thng mi in t. Nh cung cp dch v mng v c quan chng thc c nhim v
chuyn i, lu gi cc thng tin gia cc bn tham gia giao dch thng mi in t,
ng thi h cng xc nhn tin cy ca cc thng tin trong giao dch thng mi in
t.
i vi thng mi truyn thng th mng li thng tin ch l phng tin trao
i d liu, cn i vi thng mi in t th mng li thng tin l th trng
Thng qua Thng mi in t, nhiu loi hnh kinh doanh mi c hnh thnh. V
d: cc dch v gia tng gi tr trn mng my tnh hnh thnh nn cc nh trung gian
o l cc dch v mi gii cho gii kinh doanh v tiu dng; cc siu th o c hnh
thnh cung cp hng ha v dch v trn mng my tnh. Cc trang Web kh ni ting
nh Yahoo! America Online hay Google ng vai tr quan trng cung cp thng tin trn
mng. Cc trang Web ny tr thnh cc khu ch khng l trn Internet. Vi mi ln
nhn chut, khch hng c kh nng truy cp vo hng ngn ca hng o khc nhau v
t l khch hng vo hng ngn cc ca hng o khc nhau v t l khch hng vo thm
ri mua hng l rt cao. Ngi tiu dng bt u mua trn mng mt s cc loi hng
trc y c coi l kh bn trn mng. Nhiu ngi sn sng tr thm mt cht tin
cn hn l phi i ti tn ca hng. Mt s cng ty mi khch may o qun o trn
mng, tc l khch hng chn kiu, gi s o theo hng dn ti ca hng (qua Internet)
ri sau mt thi gian nht nh nhn c b qun o theo ng yu cu ca mnh. iu
tng nh khng th thc hin c ny cng c rt nhiu ngi hng ng. Cc ch
ca hng thng thng ngy nay cng ang ua nhau a thng tin ln Web tin ti
khai thc mng th trng rng ln trn Web bng cch m ca hng o.
Cc c s pht trin thng mi in t
pht trin TMT cn phi c hi mt s c s:
- H tng k thut internet phi nhanh, mnh m bo truyn ti cc ni dung thng
tin bao gm m thanh, hnh nh trung thc v sng ng. Mt h tng internet mnh cho

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php cung cp cc dch v nh xem phim, xem TV, nghe nhc v.v. trc tip. Chi ph kt
ni internet phi r m bo s ngi dng internet phi ln.
- H tng php l: phi c lut v TMT cng nhn tnh php l ca cc chng t in
t, cc hp ng in t k qua mng; phi c lut bo v quyn s hu tr tu, bo v
s ring t, bo v ngi tiu dng v.v. iu chnh cc giao dch qua mng.
- Phi c c s thanh ton in t an ton bo mt. Thanh ton in t qua th, qua tin
in t, thanh ton qua EDI. Cc ngn hng phi trin khai h thng thanh ton in t
rng khp
- Phi c h thng c s chuyn pht hng nhanh chng, kp thi v tin cy
- Phi c h thng an ton bo mt cho cc giao dch, chng xm nhp tri php, chng
virus, chng thoi thc
- Phi c nhn lc am hiu kinh doanh, cng ngh thng tin, thng mi in t trin
khai tip th, qung co, xc tin, bn hng v thanh ton qua mng
Cc hnh thc hot ng ch yu ca Thng mi in t
Th in t
Cc doanh nghip, cc c quan Nh nc s dng th in t gi th cho nhau
mt cch trc tuyn thng qua mng, gi l th in t (electronic mail, vit tt l
e-mail). Thng tin trong th in t khng phi tun theo mt cu trc nh trc no.
Thanh ton in t
Thanh ton in t (electronic payment) l vic thanh ton tin thng qua bc th in
t (electronic message) v d, tr lng bng cch chuyn tin trc tip vo ti khon,
tr tin mua hng bng th mua hng, th tn dng v.v.. thc cht u l dng thanh ton
in t. Ngy nay, vi s pht trin ca TMT, thanh ton in t m rng sang cc
lnh vc mi l:
1. Trao i d liu in t ti chnh (Financial Electronic Data Interchange, gi
tt l FEDI) chuyn phc v cho vic thanh ton in t gia cc cng ty giao
dch vi nhau bng in t.
2. Tin l in t (Internet Cash) l tin mt c mua t mt ni pht hnh (ngn
hng hoc mt t chc tn dng no ), sau c chuyn i t do sang cc
ng tin khc thng qua Internet, p dng trong c phm vi mt nc cng
nh gia cc quc gia; tt c u c thc hin bng k thut s ha, v th
tin mt ny cn c tn gi l tin mt s ha (digital cash. Tin l in t
ang trn pht trin nhanh, n c u im ni bt sau:
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+ Dng thanh ton nhng mn hng gi tr nh, thm ch ngay c tin mua bo (v
ph giao dch mua hng v chuyn tin rt thp);
+ C th tin hnh gia hai con ngi hoc hai cng ty bt k, cc thanh ton l v danh;
+ Tin mt nhn c m bo l tin tht, trnh c tin gi
1. V in t (electronic purse); l ni tin mt Internet, ch yu l th thng
minh (smart card), cn gi l th gi tin (stored value card), tin c tr cho
bt k ai c c th ; k thut ca ti tin in t tng t nh k thut p
dng cho tin l in t. Th thng minh, nhn b ngoi nh th tn dng,
nhng mt sau ca th, c mt chp my tnh in t c mt b nh lu tr
tin s ha, tin y ch c chi tr khi s dng hoc th yu cu (nh xc
nhn thanh ton ha n) c xc thc l ng
2. Giao dch in t ca ngn hng (digital banking). H thng thanh ton in t
ca ngn hng l mt h thng ln gm nhiu h thng nh:
- Thanh ton gia ngn hng vi khch hng qua in thoi, ti cc im bn l, cc
kit, giao dch c nhn ti cc gia nh, giao dch ti tr s khch hng, giao dch qua
Internet, chuyn tin in t, th tn dng, thng tin hi p,
- Thanh ton gia ngn hng vi cc i l thanh ton (nh hng, siu th..,)
- Thanh ton ni b mt h thng ngn hng
- Thanh ton lin ngn hng
Trao i d liu in t
Trao i d liu in t (electronic data interchange, vit tt l EDI) l vic trao i cc
d liu di dng c cu trc (stuctured form), t my tnh in t ny sang my tnh
in t khc, gia cc cng ty hoc n v tha thun bun bn vi nhau.
Theo y ban lin hp quc v lut thng mi quc t (UNCITRAL), Trao i d liu
in t (EDI) l vic chuyn giao thng tin t my tnh in t ny sang my tnh in
t khc bng phng tin in t, c s dng mt tiu chun c tha thun cu
trc thng tin. EDI ngy cng c s dng rng ri trn ton cu, ch yu phc v
cho vic mua v phn phi hng (gi n hng, cc xc nhn, cc ti liu gi hng, ha
n v.v), ngi ta cng dng cho cc mc ch khc, nh thanh ton tin khm bnh,
trao i cc kt qu xt nghim v.v.
Trc khi c Internet c EDI, khi ngi ta dng mng gi tr gia tng (Value
Added Network, vit tt l VAN) lin kt cc i tc EDI vi nhau; ct li ca VAN
l mt h thng th in t cho php cc my tnh in t lin lc c vi nhau, v hot
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ng nh mt phng tin lu tr v tm kim; khi ni vo VAN, mt doanh nghip c

th lin lc vi nhiu my tnh in t nm nhiu thnh ph trn khp th gii.
Ngy nay EDI ch yu c thc hin thng qua mng Internet. phc v cho
bun bn gia cc doanh nghip thun li hn vi chi ph truyn thng khng qu tn
km, ngi ta xy dng mt kiu mng mi gi l mng ring o (virtual private
network), l mng ring dng intranet ca mt doanh nghip nhng c thit lp da
trn chun trang Web v truyn thng qua mng Internet.
Cng vic trao i EDI trong TMT thng gm cc ni dung sau: 1/ Giao dch kt ni
2/ t hng 3/ Giao dch gi hng 4/Thanh ton
Vn ny ang c tip tc nghin cu v x l, c bit l bun bn gia cc nc
c quan im chnh sch, v lut php thng mi khc nhau, i hi phi c mt php
l chung trn nn tng thng nht quan im v t do ha thng mi v t do ha vic
s dng mng Internet, ch nh vy mi bo m c tnh kh thi, tnh an ton, v tnh
c hiu qu ca vic trao i d liu in t (EDI)
Truyn dung liu
Dung liu (content) l ni dung ca hng ha s, gi tr ca n khng phi trong vt
mang tin v nm trong bn thn ni dung ca n. Hng ha s c th c giao qua
mng. V d hng ha s l: Tin tc, nhc phim, cc chng trnh pht thanh, truyn
hnh, cc chng trnh phn mm, cc kin t vn, v my bay, v xem phim, xem
ht, hp ng bo himv.v
Trc y, dung liu c trao i di dng hin vt (physical form) bng cch a
vo a, vo bng, in thnh sch bo, thnh vn bn, ng gp bao b chuyn n tay
ngi s dng, hoc n im phn phi (nh ca hng, quy bo v.v..) ngi s
dng mua v nhn trc tip. Ngy nay, dung liu c s ha v truyn gi theo mng,
gi l giao gi s ha (digital delivery)
Cc t bo, cc t liu cng ty, cc ca-ta-l sn phm ln lt a ln Web, ngi ta gi
l xut bn in t (electronic publishing hoc Web pblishing), khong 2700 t bo
c a ln Web gi l sch in t; cc chng trnh pht thanh, truyn hnh,
gio dc, ca nhc, k chuyn v.v.. cng c s ha, truyn qua Internet, ngi s dng
ti xung (download); v s dng thng qua mn hnh v thit b m thanh ca my tnh
in t
Mua bn hng ha hu hnh
n nay, danh sch cc hng ha bn l qua mng m rng, t hoa ti qun o,
t v xut hin mt loi hot ng gi l mua hng in t (electronic shopping),
hay mua hng trn mng; mt s nc, Internet bt u tr thnh cng c cnh
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tranh bn l hng hu hnh (Retail of tangible goods). Tn dng tnh nng a phng
tin (multimedia) ca mi trng Web v Java, ngi bn xy dng trn mng cc ca
hng o (virtual shop), gi l o bi v, ca hng c tht nhng ta ch xem ton b
quang cnh ca hng v cc hng ha cha trong trn tng trang mn hnh mt.
c th mua bn hng, khch hng tm trang Web ca ca hng, xem hng ha hin
th trn mn hnh, xc nhn mua v tr tin bng thanh ton in t. Lc u (giai on
mt), vic mua bn nh vy cn dng s khai: ngi mua chn hng ri t hng thng
qua mu n (form) cng t ngay trn Web. Nhng c trng hp mun la chn gia
nhiu loi hng cc trang Web khc nhau (ca cng mt ca hng) th hng ha miu
t nm mt trang, n t hng li nm trang khc, gy ra nhiu phin toi. khc
phc, giai on hai, xut hin loi phn mm mi, cng vi hng ha ca ca hng trn
mn hnh c thm phn xe mua hng (shopping cart, shopping trolley), gi mua
hng (shopping basket, shopping bag) ging nh gi mua hng hay xe mua hng tht
m ngi mua thng dng khi vo ca hng siu th. Xe v gi mua hng ny i theo
ngi mua sut qu trnh chuyn t trang Web ny n trang Web khc chn hng,
khi tm c hng va , ngi mua n phm Hy b vo gi ( Put in into shopping
bag); cc xe hay gi mua hng ny c nhim v t ng tnh tin (k c thu, cc vn
chuyn) thanh ton vi khch mua. V hng ha l hu hnh, nn tt yu sau ca
hng phi dng ti cc phng tin gi hng theo kiu truyn thng a hng n
tay ngi tiu dng.
Li ch ca thng mi in t
Thu thp c nhiu thng tin
TMT gip ngi ta tham gia thu c nhiu thng tin v th trng, i tc, gim chi
ph tip th v giao dch, rt ngn thi gian sn xut, to dng v cng c quan h bn
hng. Cc doanh nghip nm c thng tin phong ph v kinh t th trng, nh
c th xy dng c chin lc sn xut v kinh doanh thch hp vi xu th pht trin
ca th trng trong nc, khu vc v quc t. iu ny c bit c ngha i vi cc
doanh nghip va v nh, hin nay ang c nhiu nc quan tm, coi l mt trong
nhng ng lc pht trin kinh t
Gim chi ph sn xut
TMT gip gim chi ph sn xut, trc ht l chi ph vn phng. Cc vn phng khng
giy t (paperless office) chim din tch nh hn rt nhiu, chi ph tm kim chuyn
giao ti liu gim nhiu ln (trong khu in n hu nh c b hn); theo s liu ca
hng General Electricity ca M, tit kim trn hng ny t ti 30%. iu quan trng
hn, vi gc chin lc, l cc nhn vin c nng lc c gii phng khi nhiu
cng on c th tp trung vo nghin cu pht trin, s a n nhng li ch to ln
lu di.

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Gim chi ph bn hng, tip th v giao dch

TMT gip gim thp chi bn hng v chi ph tip th. Bng phng tin Internet/Web,
mt nhn vin bn hng c th giao dch c vi rt nhiu khch hng, catalogue in
t (electronic catalogue) trn Web phong ph hn nhiu v thng xuyn cp nht so
vi catalogue in n ch c khun kh gii hn v lun lun li thi. Theo s liu ca
hng my bay Boeing ca M, c ti 50% khch hng t mua 9% ph tng qua
Internet (v nhiu cc n hng v lao v k thut), v mi ngy gim bn c 600
cuc gi in thoi.
TMT qua Internet/Web gip ngi tiu th v cc doanh nghip gim ng k thi
gian v chi ph giao dch (giao dch c hiu l t qu trnh qung co, tip xc ban
u, giao dch t hng, giao dch thanh ton). Thi gian giao dch qua Internet ch bng
7% thi gian giao dch qua Fax, v bng khong 0.5 phn nghn thi gian giao dch qua
bu in chuyn pht nhanh, chi ph thanh ton in t qua Internet ch bng t 10%
n 20% chi ph thanh ton theo li thng thng.
Tng hp tt c cc li ch trn, chu trnh sn xut (cycle time) c rt ngn, nh
sn phm mi xut hin nhanh v hon thin hn.
Xy dng quan h vi i tc
TMT to iu kin cho vic thit lp v cng c mi quan h gia cc thnh vin tham
gia vo qu trnh thng mi: thng qua mng (Internet/ Web), cc thnh vin tham gia
(ngi tiu th, doanh nghip, cc c quan Chnh ph) c th giao tip trc tuyn
(lin lc trc tuyn) v lin tc vi nhau, c cm gic nh khng c khong cch v
a l v thi gian na; nh s hp tc v s qun l u c tin hnh nhanh chng
mt cch lin tc: cc bn hng mi, cc c hi kinh doanh mi c pht hin nhanh
chng trn phm vi ton quc, ton khu vc, ton th gii, v c nhiu c hi la
chn hn.
To iu kin sm tip cn kinh t tr thc
Trc ht, TMT s kch thch s pht trin ca ngnh cng ngh thng tin to c s
cho pht trin kinh t tri thc. Li ch ny c mt ngha pht trin: nu khng nhanh
chng tip cn nn kinh t tri thc th sau khong mt thp k na, nc ang pht trin
c th b b ri hon ton. Kha cnh li ch ny mang tnh chin lc cng ngh v tnh
chnh sch pht trin cn cho cc nc cng nghip ha.
Consumer to Consumer (C2C)
Thng mi in t khch hng ti khch hng C2C n gin l thng mi gia cc
c nhn v ngi tiu dng loi hnh thng mi in t ny c phn loi bi s tng
trng ca th trng in t v u gi trn mng, c bit vi cc ngnh theo trc dc
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ni cc cng ty/ doanh nghip c th u thu cho nhng ci h mun t cc nh cung

cp khc nhau. C l y l tim nng ln nht cho vic pht trin th trng mi
Loi hnh thng mi in t ny ti theo ba dng:
- H thng hai u P2P, Forum, IRC, cc phn mm ni chuyn qua mng nh Yahoo,
Skype,Window Messenger, AOL
- Qung co phn loi ti mt cng (rao vt)
- Giao dch khch hng ti doanh nghip C2B bao gm u gi ngc, trong khch
hng l ngi iu khin giao dch
Ti cc trang web ca nc ngoi chng ta c th nhn ra ngay Ebay l website ng
u danh sch cc website C2C trn th gii y l mt tng i v kinh doanh theo
hnh thc u gi m cc doanh nghip Vit Nam no cng mun tr thnh

Website theo m hnh C2C

- Theo thng k ca B Thng mi ti trustvn.gov.vn, trong nc c ti 87 trang web
hot ng theo hnh thc C2C (customer to customer). Cc website 1001shoppings.com,
chodientu.vn, aha.com.vn, vietco.coml nhng sn giao dch hot ng c hiu qu
nht theo xp hng ca B thng mi tnh n 31/12/2006

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- Tuy nhin, Ph v trng V thng mi in t (B Thng mi) Trn Hu Linh

cng cho bit qu na s a ch nm trong danh sch ni trn ang trong tnh trng "p
chiu" hoc "nm chi". "Hot ng C2C ca VN cn rt s khai", ng Linh kt lun
Cn ng Mai Anh, Gim c Trung tm tin hc B Khoa hc Cng ngh, cho rng
VN cha h tn ti mt m hnh C2C theo ngha y nht. "C2C l s giao dch
gia c nhn vi c nhn. M trong nc ti cha thy c h thng no thun cht nh
vy c", ng Mai Anh ni. "C chng th ch tm coi cc site, mc rao vt trn cc bo
in t, din n hoc chuyn mc ca mt s sn u gi l C2C. Nhng nh th cng
vn l na vi, cha mc thng mi in t, ngha l phi c giao dch, thanh
tonhon ton qua mng.
- Gim c Ch in t (chodientu.vn) Nguyn Ha Bnh cng ng tnh vi nhn nh
ny. "Phn ln ngi tiu dng vn s dng hnh thc rao vt qua mng trao i mua
bn hng ha gia cc c nhn. Nhng l C2C khng chuyn nghip v cha hon
thin. V gc kinh doanh th khng phi m hnh tt nu mi duy tr nh vy, d
kiu giao dch ny ang kh ph bin", ngi qun l Ch in t phn tch. "V l
kiu lm t pht, d thit lp, d vn hnh nhng kh to nim tin, m bo uy tn v
quan trng l rt kh thu tin".
- Trong bi cnh nh vy, vic eBay - sn giao dch trc tuyn khng l ca th gii
- ra mt giao din ting Vit, khi u cho nhng hot ng kinh doanh chnh thc ti
VN, c nh gi l "c hch" i vi thng mi in t, c bit l giao dch C2C,
trong nc. Nhn nhn "VN l th trng tim nng vi 10 triu ngi s dng Internet
hin nay, trong vng 3 nm ti s pht trin khong 24%", song ng thi ca eBay
khng qu m v th hin mc ch khim tn l "nng cao hiu bit cho ngi s
dng Internet Vit Nam, gip ngi bn hng trong nc tng s lng hng ha xut
khu" nh Gim c eBay khu vc ng "D th no th eBay vo VN ngha l s c
mt s trang web lm thng mi in t khng tm s 'ra i' v khng sc cnh
tranh. Nhng chc chn mi trng thng mi in t s si ng hn", ng Mai Anh
d on.
- Nhiu chuyn gia cng nhn nh tn ti, cc sn giao dch 'ni' s c xu hng
hoc cng tc vi eBay hoc lin kt vi nhau hay tm hng i khc, khai thc th
mnh ring. "eBay ang c nhng li th ban u nhng d l 'ng ln' th cng cha
chc chim c v tr c tn trong nay mai. Ngi to c ra bn sc ring s tr li
v chin thng", ng Mai Anh ni
- Yu t bn a vi vn ha mua bn, tm l, thi quen ngi tiu dng, khai thc dch
v gi tr gia tng, li th a l... c cc nh chuyn mn nhn mnh khi cp n
kh nng cnh tranh ca thng mi in t trong thi gian ti

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- Lp lun ca nhiu doanh nghip l eBay c th lm ma lm gi chu u, chu M

vi gi tr 40 t USD mi nm nhng th trng chu th du n eBay khng phi l
lc no cng rc r. Minh chng r rng nht l ti Nht Bn, Hn Quc, Trung Quc...
tn tui ny khng th chim gi nhng th phn p o. "Doanh nghip nc ngoi
vo th trng ni a tt nhin l c l trnh nhng nn nh, ngi Vit Nam ang s
dng mi th min ph. thay i thi quen ca h l c mt vn ln", Gim c
Ch in t ni. "Cn ti mun c ng phong tro ngi Vit Nam dng hng Vit
Nam
gc l c quan qun l nh nc v trong nhiu nm qua n lc thc y s pht
trin thng mi in t trong nc, V thng mi in t cho bit khng ch trng
h tr trc tip n tng website c th m ha hn s a ra chnh sch kp thi. Trong
nm nay, V ny s ban hnh mt s vn bn php quy quy chun hot ng ca cc
sn giao dch thng mi trc tuyn. "C2C khng phi l u tin s mt. pht trin
nn kinh t trc tuyn cn ch trng n nhng m hnh em li nhng gi tr, doanh
thu ln nh B2B (business to business) hay B2C (business to customer)", ng Trn Hu
Linh ni. Nhng trong 3 nm ti, thmg mi in t trong nc ni chung s mnh
hn hin ti gp nhiu ln. H tng thanh ton, dch v phn phi, chuyn pht pht trin
s tc ng rt ln, thc y m hnh C2C thay i din mo tch cc hn hin trng".

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Bi 2: Cc m hnh kinh doanh thng mi

in t
Cc m hnh kinh doanh thng mi in t
M hnh ca hiu in t
Vic hng ti thng mi in t mang li nhiu li ch, cng nh nhiu th thch.
M hnh ca hiu in t l t m nhiu ngi ngh ti khi nghe n thng mi trc
tuyn. M hnh ca hiu in t kt hp x l giao dch, thanh ton trc tuyn, an ton
v lu tr thng tin gip cho cc thng gia bn sn phm ca h qua mng. M hnh
ny l dng c bn cho thng mi in t trong , ngi mua v ngi bn tng tc
trc tip.
xy dng ca hiu in t, ngi bn cn phi t chc cc danh mc trc tuyn v
cc sn phm, t hng qua trang web ca h, chp nhn chi tr an ton, gi cc mn
hng n khch hng v qun l d liu khch hng (nh : h s khch hng, s thch,
thi quen mua sm). H cn phi tip th a ch ca h n cc khch hng tim
nng.
Mt s nhng cng ty thnh cng nht trong thng mi in t s dng m hnh
ca hiu trc tuyn. Rt nhiu cng ty hng u theo m hnh ca hiu trc tuyn l cc
cng ty B2C (business to consumer doanh nghip n ngi tiu dng). Chng hn,
More.com l mt a ch thng mi trc tuyn v cc sn phm y t v lm p,
s dng gi mua sm in t cho php khch hng xem, mua sm v sp t vic giao
hng. Sn phm ca n bao gm cc sn phm chm sc da, mt, dc phm v nhiu
sn phm chm sc sc khe khc. Moviefone.com s dng mng Internet ci tin
dch v khch hng khng trc tuyn ca n. Qua trang web, cc khch hng c th truy
xut cc v xem phim cng ngh gi mua hng bn v, mt h thng c s d liu
cao cp lu tr d liu khch hng v lu kho v mt c s h tng h tr mnh m
cho cc hot ng trn Internet ca n.
Cng ngh gi mua hng
Mt trong nhng k thut thng c s dng cho thng mi in t l gi mua sm.
Cng ngh x l n t hng cho php ngi tiu dng chn cc mn hng h mun
mua khi h n ca hng. H tr cho gi mua sm l mt danh mc cc sn phm, c
t trn my ch ca ngi bn di dng ca mt c s d liu. My ch ca ngi
bn l h thng qun l v lu tr d liu c ngi bn to ra. N thng l mt h
thng cc my tnh m thc hin tt c cc chc nng cn thit vn hnh mt trang
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web. Mt c s d liu l mt phn ca my ch c thit k lu tr v bo co trn

s lng ln thng tin. V d, mt c s d liu cho mt nh bn l qun o trc tuyn
thng bao gm cc chi tit sn phm, nh l m t mn hng, kch thc, s lng,
thng tin v giao hng, mc gi v cc thng tin t hng khc. C s d liu cn lu tr
thng tin khch hng nh l tn, a ch, th tn dng, v cc ln mua sm trc. Nhng
c tnh ca trang Amazone.com gii thch r hn v nhng cng ngh ny v cch ci
t chng.
c thm v d v thng mi in t s dng cng ngh gi mua hng, gh thm cc
trang sau : www.etoys.com, www.eddiebauer.com v www.cdnow.com
Trong khi cng ngh gi mua sm mang li cho ngi tiu dng s tin li khi thc hin
cc giao dch nhanh chng v d dng, n cng to ra nhng vn v tnh ring t ca
khch hng v mc an ton trc tuyn.
Siu th mua sm trc tuyn
Cc siu th mua sm trc tuyn gii thiu vi ngi tiu dng kh nng chn la rng
ri v cc sn phm v dch v. Chng to s tin li hn cho ngi dng so vi khi
tm kim v mua sm cc ca hiu trc tip n l. Chng hn, ngi tiu dng c th
tm thy sn phm t rt nhiu nh cung cp, v thay v phi thc hin vi ln mua sm
ring l, h c th s dng cng ngh gi mua sm ca siu th mua cc mn hng t
nhiu ca hiu trong cng 1 giao dch. Thng th, cc siu th mua sm trc tuyn ny
hot ng nh mt cng mua sm, nh hng lu thng n cc ca hiu bn l hng
u v mt sn phm no .
Mt v d v siu th mua sm hng u l Mall.com, m c trng l c rt nhiu nh
bn l khng trc tuyn, nhng nh cung cp m bn gp cc tr s bng gch ti a
phng, nh Jcrew, The Gap (www.gap.com), The Sport Authority, v Sharper Image.
Nhng siu th trc tuyn khc l Shopnow.com v www.DealShop.com.

M hnh u gi
Trn web c rt nhiu loi a ch u gi, cng vi cc a ch m tm kim trn cc
a ch u gi khc tm ra gi thp nht cho mt mn hng. Thng thng, cc trang
u gi hot ng nh mt din n, ngi dng internet c th ng vai l ngi
bn hoc ngi u gi. L ngi bn, bn c th gi mt mn hng m bn mun bn,
gi ti thiu bn i hi bn mn hng ca bn, v hn cht ng mt phin u
gi. Mt s a ch cho php bn thm cc c trng nh l mt bc nh hay l m t v
iu kin ca mn hng. L ngi u gi, bn c th tm kim trn trang nhng mn
hng m bn ang cn, xem cc hot ng u gi v t mt gi no , thng l c
thit k tng dn. Mt s a ch cho php bn a ra gi u cao nht v mt h thng

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t ng s tip tc u gi cho bn. Cng ngh u gi c gii thch su hn qua cc

c tnh ca eBay.
M hnh u gi ngc cho php ngi mua thit lp mt gi, m ngi bn cnh tranh
vi nhau ph hp, hay thm ch nh bi. Mt v d v a ch u gi ngc l
LiquidPrice.com, n x l gi bn t ra trong vng 2 ngy. Mt ty chn l ngi
nhanh hn s thng, khi ngi mua cho mt gi t trc. Gi t trc l gi thp nht
m ngi bn s chp nhn. Ngi bn c th thit lp gi t trc cao hn gi u ti
thiu. Nu khng c gi no n c gi t trc th coi nh phin u gi tht bi.
Nu ngi bn thit lp mt gi t trc LiquidPrice.com, ngi bn s nhn c
mt lot cc gi u trong vng 6 gi sau khi gi, theo ty chn nhanh hn, nu mt gi
u thnh cng c lp, ngi mua v ngi bn phi cam kt vi nhau.
Mc d, cc a ch u gi thng i hi t l hu hng t pha ngi bn, nhng
trang ny ch l mt din n gia ngi mua v ngi bn m thi. Khi mt phin u
gi kt thc thnh cng, c ngi mua v ngi bn u c thng bo, v phng
thc chi tr v giao hng s c thc hin bi 2 pha. Hu ht cc trang u gi u
khng lin quan n vic chi tr v giao hng, nhng h s lm nu dch v chi tr v
phn phi c th c dng mang li doanh thu v li nhun.
u gi cn c p dng bi cc trang web B2B (business to business- doanh nghip
vi nhau). Trong cc u gi ny, ngi mua v ngi bn l cc cng ty. Cc cng
ty s dng u gi trc tuyn bn cc hng vt qu sc cha ca kho v tm n
cc khch hng mi v nhy cm vi gi. Ba v d v a ch u gi B2B l DoveBid
(www.dovebid.com), WorldCall Exchange (www.worldcallexchange.com) v U- Bid
It.com.

M hnh cng giao tip

Cc a ch cng giao tip cho khch hng c hi tm gn nh mi th cng mt
ni. Chng thng cung cp tin tc, th thao, d bo thi tit, cng nh kh nng tm
kim trn web. Khi mi ngi nghe n t cng giao tip, h thng ngh n cng
c tm tin. Cng c tm tin l cng theo chiu ngang (horizontal portals), hay l cng
tng hp cc thng tin trn mt phm vi rng cc ch . Loi cng khc th chi tit hn,
cung cp mt lng ln thng tin thuc v mt lnh vc quan tm m thi, cc cng
c gi l cng dc (vertical portals).
Mua sm trc tuyn l mt chc nng thm ph bin cho cc cng chnh. Cc a ch
nh l Hotbot.com, About.com, Altavista.com v Yahoo.com cung cp cho ngi dng
1 trang mua sm, trang ny lin kt vi hng ngn a ch mua bn vi rt nhiu sn
phm.

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Cng giao tip lin kt ngi tiu dng vi cc ngi bn trc tuyn, cc siu th mua
sm trc tuyn v cc a ch u gi mang li mt s thun li. Cc cng ny gip
ngi dng thu thp thng tin v mt mn hng m h tm kim v cho php ngi dng
duyt qua cc ca hiu mt cch c lp, khng ging nh mt s siu th mua sm trc
tuyn khc. Yahoo cho php ngi dng duyt qua nhiu a ch trong khi duy tr s
tin li trong chi tr qua ti khon Yahoo.
About.com cho cc ngi s dng ca n c s dng GuideSite, 1 dch v hot ng
nh ngi hng dn mua sm c nhn cho ngi dng. Mi hng dn vin ca
About.com chuyn v mt kiu sn phm no , v lin tc c cp nht v c th
truy xut qua mail ngi dng c th hi hoc gp v sn phm.
Ngi tiu dng phi bit khi no th nn s dng cng giao tip mua sm trc tip.
Mi cng giao tip sp xp cc tin trnh mua sm trc tip ca n khc nhau mt cht.
Mt s cng giao tip tnh ph ngi bn c cc ng lin kt; mt s khc li
khng. Chng hn, Goto.com tnh tin ngi bn trn s ln nhp vo ca ngi tiu
dng. Cc a ch khc, nh About.com v Altavista.com chng hn, th khng tnh ph
ngi bn khi xut hin mt v tr no trn trang ca h, nhng dnh pha trn
ca trang v cc vt tr chnh yu cho cc khch hng c tr tin.

M hnh nh gi ng
Trong qu kh, nhng ngi sn gi phi tm kim cc mn hi bng cch gh thm
nhiu nh bn l v bn s a phng. Trong phn ny, ta m t su hn v cc cch
nh gi sng to c dng thc hin cng vic. Phn nhiu cc phng php ny
khng th dng c nu khng c Internet. Mt s cng ty cho php khch hng nh
gi m h sn lng tr cho 1 chuyn du lch, mua nh, mua xe hay cho 1 mn hng tiu
dng.
Vic mua vi s lng ln thng ko gi xung, v hin ny c nhng trang web cho
php bn mua hng gi thp bng cch lin kt vi cc ngi mua hng khc mua
sn phm vi s lng ln. Mt chin lc gi c khc c s dng bi nhiu nh kinh
doanh trc tuyn l cung cp sn phm v dch v min ph. Bng cch hnh thnh cc
i tc chin lc v bn qung co, nhiu cng ty c th cung cp sn phm vi mc
gi c gim rt nhiu, v thng l min ph. Trao i v gim gi l nhng cch khc
m cc cng ty dng gi gi thp trn Internet.
Trang web cn ci tin kh nng ca khch hng trong vic so snh gi gia cc nh
cung cp. Nhng trang nh Deja.com v bottomdollar.com tng hp thng tin gi c
trn mt phm v rng cc sn phm c bn trn web.

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M hnh khch hng nh gi

- M hnh kinh doanh t gi ca bn tng kh nng ca ngi dng bng cch cho
php h ni gi m h sn lng tr cho sn phm hoc dch v. Nhiu doanh nghip
cung cp dch v ny hnh thnh i tc vi cc nh lnh o cc nn cng nghip
khc nhau, nh : du lch, cho vay, bn l, Nhng nh lnh o cng nghip ny nhn
c gi c mong mun ca khch hng t cc doanh nghip, thng hot ng nh
n v trung gian, v quyt nh c bn hay khng cc sn phm hay dch v theo gi
khch hng mun. Nu c chp nhn, khch hng bt buc phi mua sn phm.
M hnh so snh gi c
- M hnh so snh gi c cho php ngi dng b phiu cho nhiu ngi bn v tm
ra mt sn phm hay dch v mong mun ca BottomDollar.com). Nhng trang ny
thng to ra doanh thu nh i tc vi nhng ngi bn no . Bn cn phi cn thn
khi s dng nhng dch v ny, v bn c th khng cn thit c c gi tt nht trn
ton b web.
M hnh gi c theo nhu cu
- Trang web cho php khch hng i hi cc dch v tt hn, nhanh hn vi gi r hn.
N cn cho php ngi mua xem hng trong cc nhm ln c c gim gi theo
nhm. tng ng sau m hnh kinh doanh gi theo nhu cu l cng nhiu ngi
mua 1 sn phm trong 1 ln mua sm, th gi c trn mi ngi s cng gim. Vic bn
sn phm mt cch ring l c th l mc v ngi bn phi nh gi mt sn phm
bao gm c gi bn v chi ph ton b, sao cho vn to ra li nhun. Khi khch hng mua
s lng ln, chi ph ny c chia s vi cc sn phm khc v bin gii li nhun s
tng ln. Mercata (www.mercata.com) bn cc sn phm gia dng, in t, my tnh v
thit b ngoi vi s dng m hnh nh gi theo nhu cu. MobShop (www.mobshop.com)
cung cp cc dch v c th so snh. Bi v gi c v sn phm khc bit gia ni ny
v ni khc, hoc trong cng mt a ch, nn khch hng cn gh thm mt vi a ch
trc khi mua hng.
M hnh trao i
- Mt phng php ph bin khc tin hnh kinh doanh qua mng l trao i, hay a
ra mt mn ny i ly mt mn khc. Ubarter.com l mt a ch cho php cc c
nhn v cc cng ty mun bn mt sn phm gi mn hng ln danh sch. Ngi bn to
ra cc mn hng ban u vi 1 nh trao i i n tha thun cui cng vi ngi
mua. C rt nhiu sn phm v dch v sn sng trao i. - Nu mt doanh nghip
tm kim ngi bn ht cc sn phm qu nh mc, iSolve (www.isolve.com) c th
gip h bn chng. Cc sn phm c th c bn trc tip hay trn mt nn tng trao
i. Cc khch hng tim nng gi cc gi m h mun cho ngi bn, h lng gi

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c nn bn hay khng. Cc tha thun thng l mt phn trao i v mt phn tin

mt. V d v cc mn hng thng c trao i l cc mn qu sc cha ca kho, sn
xut tha v cc ti sn khng cn thit.
Gim gi
- Gim gi c th gip thu ht khch hng n a ch ca bn, Nhiu cng ty cung
cp gi thp quanh nm v cc khuyn mi gi khch hng quay li. eBate.com
l mt a ch mua sm, ni m khch hng nhn c gim gi cho mi ln mua.
eBate.com hnh thnh i tc vi cc nh bn s v l m a ra gim gi ; cng ty
chuyn cc t l chit khu n cc khch hng di dng gim gi. Bng vic thm gi
tr cho cc ln ving thm ca khch hng, eBate xy dng s tha mn v trung thnh
ca khch hng. eBate c c mt phn tch ly.
- eCentives.com cung cp mt dch v tng t. Trong sut tin trnh ng k eCentive,
khch hng c yu cu m t mi quan tm, s thch, nhu cu ca h Thng tin ny
cho php eCentives.com iu chnh cc khan gim gi v khuyn mi sn phm trc
tip ti ngi dng. a ch ny cng hnh thnh i tc vi cc nh cung cp, nhng
ngi s a ra cc khon gim gi v khuyn mi trn trang.
Min ph sn phm v dch v
- Nhiu cng ty ang hnh thnh m hnh kinh doanh xoay quanh dng doanh thu hng
qung co. Mng truyn hnh, i pht thanh, tp ch, v phng tin in n s dng
qung co l ngun kinh ph cho hot ng ca h v to ra li nhun. Cc a ch c
ni n trong phn ny cung cp sn phm min ph trn Web. Nhiu a ch cn hnh
thnh i tc vi cc cng ty trao i sn phm v dch v ly khng gian qung co
v ngc li.
- Hollywood Stock Exchange (www.hsx.com) l mt a ch tr chi min ph, ni m
khch ving thm tr thnh nhng ngi bn c phiu. Ngi bn c th theo di gi tr
phim ca h, gi tr tri phiu v c phiu m nhc khi chng ln xung. Trng mc
mnh nht s c tng gii thng. Mc d khng c tin thc c mua bn, nhng
gii thng l thc. Cng ty c th cung cp dch v ca n min ph l nh bn qung
co cho cc nh ti tr.
- iWon.com l mt a ch cng giao tip, n thng cho ngi dng cc im x s khi
h duyt qua ni dung ca trang. iWon.com c din mo ca mt cng c tm tin truyn
thng, a ra cc kt ni n trang tin tc, th thao, thi tit, v cc ch khc. Tuy
nhin, ngi s dng ng k v lt qua trang c th c chn cho cc phn thng
hng ngy, hng tun, hng thng, v hng nm. Mi qung co v lin kt c 1 gi tr
im, v khi im tch ly li th c hi ot gii ca h cng tng ln. iWon.com cung
cp cc cuc thi min ph ca n nh vo doanh thu qung co v i tc.

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- Freelotto.com cn cung cp cc cuc thi min ph c h tr bi doanh thu

qung co. Sau khi ng k vi Freelotto.com, bn c th nhp vo 1 con s min ph.
Freelotto thng 10 ngi vi cc gii thng tr gi hng triu la tin mt qua h
thng x s trc tuyn. Tuy nhin, bn phi gh thm trang web ca nh ti tr mi c
li vo cuc thi Freelotto.com mi ngy. Doanh thu ca Freelotto c c t cc nh ti
tr ny.
- Freemerchant.com cung cp mt ch thu min ph, mt cng c xy dng
ca hiu in t min ph, mt gi hng, cc cng c theo di lu thng min ph, cng
c u gi min ph v tt c cc yu t cn thit vn hnh mt ca hiu hay mt
im u gi trc tuyn. Freemerchant.com kim tin t cc i tc chin lc ca n
v cc tham chiu. Cc i tc ca Freemerchant.com l cc cng ty c th gip cho cc
doanh nghip nh to s hin din trn web. Cc i tc ny cung cp dch v min ph
i ly qung co.
- Startsampling.com, bn c th kim cc gii thng nh th v ph bnh cc
sn phm. a ch ny cho php bn yu cu cc mu th min ph t cng ty trn
ton quc. Cc a ch web cung cp cc dch v tng t l free-programs.com,
freestuffcenter.com v emazing.com

Cc m hnh kinh doanh B2C

Business to Constomer (B2C), ng nhng giao dch trc tuyn gia nh cung cp vi
khch hng. Cc nh kinh doanh s dng knh trc tuyn tip cn tng khch hng,
y l mt trong nhng hot ng chnh ca thng mi in t.

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Thng mi in t theo m hnh B2C

Giao dch B2C din ra nh th no?
Khch hng mua sn phm hoc dch v trc tuyn
Mng gm Web hosting, bo mt v lu tr
Warehouse nhn v x l ha n yu cu

Giao dch theo B2C

26/130

Sau y l mt s chi tit cn quan tm khi bt tay vo hnh thc kinh doanh ny:
Gip khch hng tm thy nhng th h cn
Liu bn c dng chn mt ca hiu khi thy hng ha bn trong c by bin
mt cch ln xn, thiu khoa hc, khng c bin bo cng nh li hng dn khng?
Chc chn l khng ri. Th nhng tht ng ngc nhin l mt s ca hng trc tuyn
li lm cho khch hng gn nh khng th tm ra mn hng m h quan tm.Trc khi
khai trng mt ca hng trc tuyn, bn hy suy ngh cn thn v cch t chc hng
ha trong kho ca bn v to iu kin khch hng c nhiu cch tm thy ci m
h mun tm. V d, bn c th cung cp cc ng dn d nhn thy ti cc danh mc
hng ha khc nhau, mt cng c tm kim khch hng c th nhp tn sn phm
hoc s ng dn gip khch hng c th t theo di cc bc i ca h trn
trang web ca bn.Quy tc ny cng c p dng khi bn cung cp thng tin v cc
chnh sch trao i, thng tin lin lc, ph vn chuyn v cc thng tin khc m khch
hng quan tm trc khi h hon thnh giao dch.
ng bt khch hng phi i
Khi mt khch hng nhn vo nt Mua hng, h s chng thch th g khi phi i
ti vi pht mi c cu tr li hay thm ch t hn l nhn c thng ip bo li.
Trn thc t, chng c g khin khch hng tht vng hn mt trang web c buc h
phi on m v tnh trng t hng ca chnh h. Xin mch bn mt gii php n gin
cho vn ny: Hy m bo rng cc phn mm v my ch ca bn c th x l bt
c yu cu g khch hng a vo. Nu bn ang s dng mt dch v ca ngi khc,
th hy m bo rng h s dng cng ngh tin tin nht. Trong trng hp bn t xy
dng trang web th bn hy u t vo cc phn cng v phn mm tt nht theo kh
nng ca mnh.
Hy to iu kin khch hng thanh ton mt cch d dng nht
Cc ca hng trc tuyn c th chp nhn nhiu hnh thc thanh ton khc nhau: th tn
dng, tin mt in t, hoc tin mt v sc qua th. Cc loi doanh nghip khc nhau
s chp nhn cc phng thc thanh ton khc nhau, v th hy m bo rng nh cung
cp dch v Thng mi in t ca bn c th chp nhn nhng phng thc m khch
hng ca bn thng s dng nhiu nht. sn sng cho cc phng thc thanh ton
ngoi tuyn, chng hn nh tin mt v sc gi qua th hoc s th tin dng gi qua fax,
hy ghi r a ch gi th, s fax v s in thoi ti ni d thy trn trang web ca bn.
Cc phng thc thanh ton trc tuyn sinh ra mt kh khn in hnh: l vn an
ninh. Mc d vic gi s th tn dng qua Internet l cc k an ton, nhng khch hng
vn lo lng. Hu ht cc h thng thanh ton trc tuyn gi s th tn dng v cc thng
tin c nhn khc qua cc h thng c m ha. Nu h thng ca bn cng s dng
cng ngh ny, hy thng bo khch hng bit rng thng tin ca h c bo mt

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hon ton. Cui cng, hy nh rng bn cn c mt ti khon thng gia c th chp

nhn cc hnh thc giao dch bng th tn dng. Nu bn c sn mt ti khon dng
cho cng vic kinh doanh, th bn c th dng chnh ti khon chp nhn th tn
dng trc tuyn. Nhng nu bn cha c, ngi xy dng trang web hay cung cp dch
v mng c th gip bn to ra mt ti khon thng gia c dch v x l giao dch trc
tuyn.
ti 5 sai lm thng mc phi ca cc ca hng trc tuyn
1. Khng qung co
Nhiu cng ty kinh doanh trc tuyn mong ch khch hngtnh c tm ra h. Nhng
trong bi cnh hin nay, khi hng triu trang web ang cnh tranh ginh git mt
s lng khch hng hu hn, th ngy cng t c c hi trang web ca bn c khch
hng tnh c gh thm. Nu khng qung co, kh nng thu ht c khch hng mi
ca bn s tr nn rt mong manh.Song c mt tin tuyt vi dnh cho bn: Bn khng
phi b ra qu nhiu tin m vn c th qung co cho ca hng mnh mt cch hiu qu
nht. Bn tin in t c nh hng v cc qung co thng qua cc t kha (keywords)
l nhng phng thc c tnh hiu qu rt cao trong vic tip xc vi nhng khch hng
quan tm n sn phm ca bn.
2. Mt trang web cu th
Nu ca hng ca bn trng c v ba bi v cc hng dn rc ri lm cho khch hng
khng bit ng no m ln, th h s tm mt ni khc mua hng. Trang web ca
bn chnh l b mt, l cch thc bn tip xc vi khch hng, v vy, trng n phi tht
chuyn nghip, t mu sc, hnh nh minh ha, hng dn, cng c tm kim... Tnh
cht chuyn nghip s cng c lng tin ca khch hng v th hin cho khch hng
bit bn rt nghim tc trong cng vic. Ngay c khi bn khng phi l mt chuyn gia
thit k trang web, bn vn c th dng cc mu c sn xy dng mt trang web n
gin v p. Hy u t thi gian v cng sc lm cho trang web ca bn trng d
coi nht. Phn thng ginh cho nhng c gng ny s l mt trang web chuyn nghip
c kh nng hp dn khch hng.
3. Khng ti u ha trang web thnh ch ngm ca cc cng c tm kim
Ngi ta c tnh c khong 70% cc cuc giao dch trc tuyn xut pht t mt trang
web tm kim no . Nu trang web ca bn khng xut hin trong mt vi trang kt
qu tm kim u tin, bn c th ni li gi bit vi con s 70% cc v mua bn .
Hy m bo rng ni dung thng tin trn trang web phn nh ng cc c im ca
sn phm m bn cung cp v km theo nhiu t kha ph hp.
4. Dch v khch hng km ci

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Nu bn khng th lm cho cc khch hng hin ti hi lng, th bn c th khng cn

ngh n vic thu ht cc khch hng mi. Tin n lan rt nhanh qua Internet, v ch
mt khch hng khng hi lng cng c th gy ra hiu ng domino khin cng ty ca
bn lao ao. iu ny cng ng vi trng hp cc ca hng khng a thng tin lin
h ca h mt cch r rng trn trang web. Khch hng c cm gic l h chng c ch
no gi tr li hng khi gp phi vn - v tt nhin vic ny s lm cng ty bn
mt khch hng giao dch. Bn khng cn phi cung cp dch v tr li in thoi 24/
24, song nn li a ch th in t v ni r bn s tr li th trong thi gian bao lu.
5. Trang web vi thng tin c k
Nu bn khng cp nht trang web ca bn trong vng su thng lin, th bn v tnh
to cho khch hng n tng khng hay v cng ty, thm ch h tng y l mt cng
ty cht. Bn ch cn thng xuyn cp nht thng tin v sn phm, thm mt cht
thng tin khc v trang tr, sp xp li cht t, nh th cng chng t l bn vn
tn ti v lun quan tm n hot ng kinh doanh ca mnh. V cng ging nh th
gii ngoi tuyn, bn cn tin hnh nghin cu th trng v nh gi tnh hnh cnh
tranh. Hy tm hiu xem i th c mi cho th g khc so vi bn khng, v h c gi
mc gi thp hn gi ca bn a ra hay khng. My lu trn y nh ngha s khc
bit gia thnh cng v tht bi. Bn c mt trang web khng c ngha l xong vic.
Bn hng trc tuyn i hi s bn b ging nh bn hng truyn thng vy. Nu bn
t tha mn vi bn thn, s khng thiu cc i th cnh tranh ang chc ch ly i
khch hng ngay trc mi bn.

Cc m hnh kinh doanh B2B

Business to Bussiness l loi hnh giao dch qua cc phng tin in t v mng vin
thng c bit l Internet gia cc doanh nghip vi doanh nghip, hn l vi khch
hng. Sau khi ng k trn cc sn giao dch B2B, cc doanh nghip c th cho hng,
tm kim bn hng, t hng, k kt hp ng, thanh ton qua h thng ny.

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M hnh B2B
Thng mi in t B2B em li li ch thc t cho cc doanh nghip, c bit gip cc
doanh nghip gim chi ph v thu thp thng tin tm hiu th trng, qung co, tip th,
m phn v tng cng c hi kinh doanh. Thng mi in t (TMT) ra i v pht
trin cng vi s hnh thnh ca 5 m hnh chnh: B2C, B2B, B2G, C2C v G2C, tuy
nhin m hnh B2B vn chim t trng ch yu trong doanh s TMT ca mt quc
gia. Doanh s TMT B2B chim 92% - 95% doanh thu TMT ton cu trong 3 nm
2003-2005. B2B ph thuc vo nng lc v kh nng sn sng kinh doanh in t (ebusiness). trin khai B2B, DN trc ht cn y mnh ng dng CNTT bng cch
tin hc ho cc quy trnh kinh doanh, quy trnh qun l, qun tr trong ni b DN. V
tin xa hn, xy dng cc c s d liu ni b, tch hp cc quy trnh h tr vic ra
quyt nh kinh doanh, kt ni vi cc i tc. in hnh v cng l mc pht trin
cao nht ca TMT B2B phi k n m hnh www.alibaba.com. c thnh lp v
hot ng t nm 1999, Alibaba.com l cng ty Dot.com u tin ca Trung Quc thnh
lp mt sn giao dch in t v hin nay l mt trong nhng sn giao dch thng mi
Th gii ln nht v ni cung cp cc dch v Marketing trn mng hng u cho nhng
nh xut khu v nhp khu. Alibaba.com cng l im n u tin v cng l im
ti cui cng cho cc nh xut nhp khu mun nm bt c hi v xc tin kinh doanh
trn mng. Trang Web hin c hn 4.830.000 thnh vin ng k n t 240 nc khc
nhau. Trong 4 nm (2002-2005) lin trang Web cng ty vinh d nhn c gii thng
"Best of the Web B2B" do tp ch Forbes bnh chn, vi danh mc hn 27 lnh vc v
hn 1300 loi sn phm t nhng sn phm may mc cho n in t. Hin nay hai
th trng hot ng chnh ca Alibaba.com l Trung Quc v Nht bn, nhng trong
ngn hn cng ty nhm ti hai th trng ln khc l Singapore v Hn Quc v trong
di hn s tr thnh cu ni gia th trng Chu v u-M.

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m hnh B2B
Th trng B2B c hai thnh phn ch yu: h tng o v th trng o. H tng o l
cu trc ca B2B ch yu bao gm nhng vn sau:
- Hu cn vn ti, nh kho v phn phi;
- Cung cp cc dch v ng dng tin hnh, my ch v qun l phn mm trn gi t
mt trung tm h tr (v d Oracle v Linkshare)
- Cc ngun chc nng t bn ngoi trong chu trnh thng mi in t nh my ch
trang web, bo mt v gii php chm sc khch hng
- Cc phn mm gii php u gi cho vic iu hnh v duy tr cc hnh thc u gi
trn Internet
- Phn mm qun l ni dung cho vic h tr qun l v a ra ni dung trang Web cho
php thng mi da trn Web
Phn ln cc ng dng B2B l trong lnh vc qun l cung ng (c bit chu trnh t
hng mua hng), qun l kho hng (Chu trnh qun l t hng gi hng vn n) qun
l phn phi (c bit trong vic chuyn giao cc chng t gi hng) v qun l thanh
ton (v d h thng thanh ton in t hay EPS). Ti Vit Nam c mt s nh cung cp
B2B trong lnh vc IT kh ni ting l FPT, CMC, Tinh Vn vi hng lot cc d n
cung cp phn mm, cc trang web gi thnh cao v cht lng km ngoi ra cc i gia
ny cn l ni phn phi cc phn mm nhp ngoi mi ln nhn thy, dng th m ch
bun. Th trng mng c nh ngha n gin l nhng trang web ni m ngi mua
ngi bn trao i qua li vi nhau v thc hin giao dch. Qua hai ni dung trn chng
ta c th a ra vi nt tng quan v cc doanh nghip B2B:
1. L nhng nh cung cp h tng trn mng Internet cho cc doanh nghip khc
nh my ch, h iu hnh, phn mm ng dng;
2. L cc doanh nghip chuyn cung cp cc gii php trn mng internet nh
cung cp my ch, hosting (D liu trn mng), tn min, cc dch v thit k,
bo tr, website;
3. L cc doanh nghip cung cp cc phn mm qun l doanh nghip, k ton
doanh nghip, cc phn mm qun tr, cc phn mm ng dng khc cho doanh
nghip;
4. Cc doanh nghip l trung gian thng mi in t trn mng internet
Ti Vit Nam cc trang web v B2B rt t xut hin hoc n b gn nhm cho ci tn
B2B thm ch nhiu ngi khng hiu B2B l g, c thy c doanh nghip vi doanh
nghip l gn cho ch B2B. Chng ta c th gh thm cc website c xp hng bn
trong trang web ca B Thng mi Vit Nam cng suy ngh
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www.ecvn.gov.vn
www.vnemart.com
www.gophatdat.com
www.vietoffer.com
www.thuonghieuviet.com

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Ba 3: Nghin cu th trng in t
Nghin cu th trng in t
Khi nim v th trng TMT
Khi nim th trng TMT
Th trng l ni dng trao i Thng tin, Hng ha, Dch v, Thanh ton. Th trng
to ra gi tr cho cc bn tham gia: Ngi mua, Ngi bn, Ngi mi gii, Ton x
hi. vi doanh nghip th trng chnh l khch hng.
Th trng c 3 chc nng c bn:
- Lm cho ngi mua v ngi bn gp nhau
- H tr trao i thng tin, hng ho, dch v v thanh ton bng cc giao dch th trng
- Cung cp mt c s h tng phc v v a ra cc th ch iu tit
- Cc yu t cu thnh th trng TMT gm:
Khch hng: l ngi i do trn web tm kim, tr gi, t mua cc sn phm. Khch
hng l t chc, doanh nghip chim 85% hot ng ca TMT
Ngi bn: C hng trm ngn ca hng trn web thc hin qung co v gii thiu
hng triu cc Web sites. Ngi bn c th bn trc tip t Web site hoc qua ch in
t
Hng ho : l cc sn phm vt th, hay s ho, dch v
C s h tng: phn cng, phn mm, mng internet
Front-end: Cng ngi bn, Catalogs in t, Gi mua hng, Cng c tm kim, Cng
thanh ton
Back-end: X l v thc hin n hng, Qun l kho, Nhp hng t cc nh cung cp,
X l thanh ton, ng gi v giao hng
i tc, nh mi gii: Nh mi gii l ngi trung gian gia ngi mua v ngi bn

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Cc dch v h tr: Dch v chng thc in t, Dch v t vn

Cc loi th trng TMT
Ca hng trn mng (Electronic storefronts) l mt Web site ca mt doanh nghip
dng bn hng ha v dch v qua mng thng qua cc chc nng ca website. Thng
thng website gm: Catalogs in t, Cng thanh ton, Cng c tm kim, Vn
chuyn hng, Dch v khch hng, Gi mua hng, h tr u gi
Siu th in t (e-malls) l mt trung tm bn hng trc tuyn trong c nhiu
ca hng in t. Ngi ta c th phn loi: Siu th tng hp l mt ch in t trong
bn tt c cc loi hng ho, siu th chuyn dng ch bn mt s loi sn phm hoc
Ca hng/ siu th hon ton trc tuyn hoc kt hp
Sn giao dch (E- marketplaces) l th trng trc tuyn thng thng l B2B, trong
ngi mua v ngi bn c th m phn vi nhau, c mt doanh nghip hoc mt
t chc ng ra s hu. C th phn ra 3 loi sn giao dch TMT:
- Sn giao dch TMT ring do mt cng ty s hu: Cng ty bn cc sn phm tiu
chun v sn phm may o theo yu cu ca cng ty . Cng ty mua l cc cng ty t
mua hng t cng ty bn
- Sn giao dch TMT chung l mt ch B2B thng do mt bn th 3 ng ra t chc
tp hp cc bn bn v mua trao i mua bn vi nhau
- Sn giao dch TMT chuyn ngnh- Consortia l tp hp cc ngi mua v bn trong
mt ngnh cng nghip duy nht
Cng thng tin (Portal) l mt im truy cp thng tin duy nht thng qua trnh
duyt thu nhn cc loi thng tin t bn trong mt t chc. Ngi ta c th phn loi
cng thng tin l ni tm kim thng tin cn thit, cng giao tip l ni cc doanh
nghip c th gp g v trao i mua bn hng ha v dch v v cao nht l cng giao
dch trong doanh nghip c th ly thng tin, tip xc v tin hnh giao dch. Khi
nim cng thng tin nhn mnh nhiu v mc t ng ho bng CNTT, bn cht thng
mi th n cng l mt sn giao dch TMT. V d: Cng thng tin H Ni, Cng thng
tin b thng mi, Cng thng tin Vit Trung (VCCI)

Cch thc ly v cung cp thng tin trn mng

Thng tin trn mng l rt phong ph t hng triu triu trang web hin c trn mng.
Ngi ta c th tra cu tm kim mi ngun thng tin trn mng internet. Vic tm kim
thng tin t cc trang web cho doanh nghip mt phng tin nghin cu th trng.

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Mt khc, doanh nghip mun nhiu doanh nghip khc tm n mnh, v vy cung
cp nhng thng tin c gi tr cho mi ngi th doanh nghip phi:
- m bo rng nhng trang Web ca mnh c ng k vi nhng phng tin tm
kim nh Alta Vista, Google v HotBot, v Yahoo
- Qung co trn nhng tp ch in n hoc tp ch chuyn mn trc tuyn.
- y mnh vic cung cp min ph cc thng tin gi tr n nhm khch hng tim nng
thng qua email v cc tin tc c cp nht kp thi lin quan n ngnh ngh kinh
doanh.
Cc a ch c th tm nhng thng tin c ch trn mng
Nu doanh nghip c k hoch bn sn phm cho nc ngoi, iu cn thit l nhng
sn phm phi ph hp vi nhng tiu chun an ton v sc kho ca quc gia
nn phi bit thng tin v nhng tiu chun v n phi c cp nht. V d mt s
site c ch l: Codex Alimentarius Commission, a ch: http://www.fao.org, cung cp
nhng thng tin chi tit v cc tiu chun ca ngnh cng nghip lng thc v.v.
ITC (http://www.intracen.org) va mi bin son mt th mc ca cc cng thng mi
in t gip ta d tm thy. Nhng bn tm tt c bit (Special Compendiums) s dn
n cc ngun thng tin thng mi trn Internet.

Nghin cu th trng trong TMT

Nghin cu th trng l vic thu thp thng tin v: kinh t, cng nghip, cty, sn phm,
gi c, h thng phn phi, xc tin thng mi, hnh vi mua hng ca th trng mc
tiu.
Mc ch ca th trng l tm ra thng tin v kin thc v cc mi quan h gia ngi
tiu dng, sn phm, phng php tip th, v cc nh tip th. T :
- Tm ra c hi tip th
- Thit lp k hoch tip th
- Hiu r qu trnh t hng
- nh gi c cht lng tip th
Khi nghin cu th trng, ngi ta phi phn khc th trng, tc l chia th trng ra
thnh nhm logic tin hnh tip th, qung co v bn hng. C th s dng nhiu
cng c: iu tra, hi
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Nghin cu th trng TMT online l cng c mnh nghin cu hnh vi khch

hng, pht hin ra th trng mi v tm ra li ch ngi tiu dng trong sn phm mi.
Nghin cu th trng trn c s Internet c c trng l kh nng tng tc vi khch
hng thng qua giao tip trc tuyn, lm cho hiu r hn khch hng, th trng, v cnh
tranh. N gip:
- Xc nh cc c im mua hng ca c nhn v nhm
- Tm ra cc yu t khuyn khch mua hng
- Bit c th no l trang web ti u
- Cch xc nh ngi mua tht
- Khch hng i mua hng ra sao
- Xu hng tip th v sn phm m th trng cn

S dng th in t trong giao dch in t

Mt u im ln nht ca vc s dng th in t v giao tip trc tuyn l chi ph
thp. Hin nay nhiu nh doanh nghip s dng th in t cho phn ln cc giao
tip khng chnh thc ca mnh chng hn nh gi bn memo thng bo, bo co,
thng tin hoc gi cc cho hng mua hoc bn. Th in t cn c th c s dng
chuyn giao cc s liu, biu , m thanh, hnh nh v ch vit. Cch vit mt th
in
t:
- Trong dng ngi nhn To: phn dng v nh a ch ca ngi nhn .
- Trong dng tiu : dng, cn ngn gn, s dng cc ng t ng v cung cp cc
chi tit c th v ni dung thng bo qua.
- Phn bn thn CC (carbon copy): dng ny s cho php gi mt bn copy thng bo
ca mnh ti nhng ngi khc ngoi i ch xc nh trong To.
- BCC (blind carbon copy): c im ny s cho php gi mt bn copy ti nhng khc
m khng a ch ca ngi nhn.
- Khi gi th in t, ch nn gi ti nhng ngi cn c, cn lu rng i tc c th
phi nhn rt nhiu th hn nn cn ngh trc khi a ra quyt nh gi th

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- Cn h tn, tiu , a ch, s in thoi, s fax (cng vi m vng, m quc gia)

v a ch th in t trong bt k bc th no. C th s mun to mt ch k t ng
nhp vo cui mi bc th khng lm mt thi gi cho vic ny mi khi gi th.
- Cn lm cho bc th ca mnh r rng, d hiu.
- Nu mun ngi c hnh ng theo nhng g thng bo trong th, cn vit ni dung
ny ln u.
- Cn nhanh chng phc p cc bc th, thng trong vng 24 gi.
- Cn trnh nh ch in hoa v iu ny d dn n s hiu khng tt cho ngi nhn.
- Trnh gi km hoc cc biu phc tp v ngi nhn c th s mt nhiu thi gian
ti xung. Nu bt buc phi gi km cn chc chn rng ngi nhn cng c phn
mm tng t xem chng
- Cn lu cn thn khi m cc th gi km. Virus phn mm gy hi rt nhiu cho
my tnh v thng lan to thng qua cc th gi km. bo v h thng my tnh ca
mnh cn:
- Ci t cc phn mm dit virus
- Thit lp hng ro bo v chng virus, v th n c th t ng v thng xuyn qut
virus trn cng
- Khi nhn c mt th in t c cc gi km, ng m n trong hp th in t m
lu gi n trong cng v th khi m ra cc chng trnh dit virus s kim tra v nu
c n s dit.

Qung co trong TMT

Qung co l nh phn pht thng tin tc ng ln cc giao dch mua bn. Ngi
s dng internet l c trnh , thu nhp cao, Internet ang l mi trng truyn thng
pht trin, Advertisers quan tm mi trng tim nng. V gi c, qung co trc tuyn
r hn qung co trn phng tin khc. Qung co trc tuyn c th cp nht ni dung
lin tc vi chi ph thp. V hnh thc d liu phong ph: c th s dng vn bn, m
thanh, ha, hnh nh, phim
Ngoi ra, c th kt hp Games, tr gii tr vi qung co trc tuyn, c th c th ha
c, c th tng tc c v c th hng mc tiu vo cc nhm li ch c bit
Mt s hnh thc qung co trn mng:

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Banner l mt hnh v th qung co v c lin kt vi trang web qung co. Qung

co ca banner c c im nh sau:
- Hng qung co vo cc i tng mc tiu
- S dng chin lc tip th bt buc
- Hng lin kt vo nh qung co
- Kh nng s dng Multi media
- Hn ch ca banner ads, gi cao. Ngi s dng c xu hng min dch khi nhn chut
v cc qung co
Banner swapping l tha thun gia 2 cng ty chia xe mt v tr qung co trn web
Pop- underad l hnh thc qung co xut hin sau khi tt ca s
Interstitials l trang web xut hin p ngay vo mt gy s ch
E- mail l hnh thc nhiu ngi c th c c.

Marketing trc tuyn

Cch thc thu ht khch hng n trang Web ca doanh nghip
Qung co sn phm v dch v trn mng c xem l mt phng thc marketing
hng i tng thch hp. N c khuynh hng kch thch s quan tm ca ngi mua
hng ti sn phm trn trang web ca doanh nghip. Chnh v th, qung co trn mng
c th c hiu qu hn nhiu so vi qung co i tr trn ti vi, bo ch hoc cc phng
tin th t khc. Sau y l mt s nguyn tc thu ht s ch ca khch hng n
trang web ca doanh nghip :
- S dng cc cng c tm kim a chc nng.
- Cung cp cho khch hng cc a ch website mi ca doanh nghip, cho php h truy
cp vo trang web ca doanh nghip mt cch thng xuyn
- Cng b trn cc phng tin thng tin i chng v website ca mnh
- Thit lp cc ng dn ti cc website tung thch vi website ca doanh nghip,
chng hn nhng website v cng mt th trng nh hng ging nh doanh nghip
v khng cnh tranh vi website ca doanh nghip

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- Vit cc bi bo, bi bnh lun, nhng trang web theo chuyn ngnh ca doanh nghip
thng hay quan tm.
- In a ch web, E-mail trn cc vn phng phm v cc cardvisit ca cng ty
- Qung co trang web trn cc phng tin thng tin a phng.
- In a ch trang web trong cun nhng trang vng a ch Internet.
- Thng bo cho nhng ngi i din bn hng v website mi.
- a ra cc mc gim gi cho nhng ngi mua hng trc tuyn.
- Gi cc bu nh hi hc v trang web ca mnh.
Nh nhng nguyn tc trn ch ra, doanh nghip nn qung co website ca mnh
thng qua cc hnh thc qung co truyn thng v thng qua hnh thc qung co s
dng cc kt ni tng h. Nu khch hng quan tm n nhng thng tin ca doanh
nghip, h s nh du a ch v truy cp vo ln sau
Nhng nhn t gip cho vic bn hng cc sn phm, dch v c hiu qu trn
mng
- S dng nhng hnh thc c bit m t sn phm v dch v. Nu c th m t sn
phm v dch v ca mnh bng cc hnh thc c bit, th nn o dng hnh thc
trn mng bi v tm kim trn mng d dng hn nhiu nh s h tr ca cc phng
tin tm kim c bit. Doanh nghip cng c th qung co cho cc sn phm v dch
v bng s kt hp ca nhiu hnh thc khc nhau m khch hng c th s p dng khi
tm kim cc loi sn phm ca mnh vi iu kin l nhng hnh thc s xut hin
thng trc trn cc trang web m doanh nghip yu cu nhng phng tin tm kim
lit k ln.
- S dng chnh sch nh gi cnh tranh. Ni no trn Internet h tr khch hng so
snh gi ca nhng mt hng cng loi th nhng mt hng c gi thp nht s bn chy
nht. ng thi i vi hu ht cc sn phm, nhng mc gi trc tuyn c th s phi
thp hn gi trn cc ca hng nhm to nn mt s u i to s tin tng ca khch
hng i vi cc nh bn l trn mng, mt phn do thiu i s gp g gia cc c nhn
trong cc giao dch, v b li vic khch hng khng th mang hng v cho mnh.
- Yu t hu hnh: Khch hng vn mun cm nm, xem xt, nm, th hoc ni chuyn
vi mt ai trc khi mua hng. Ngi bn nn cung cp cc sn phm ca mnh cho
cc ca hng bn l hoc d tr cc sn phm nhng ni m khch hng c th n
cn mc s th trc khi quay li mng tin hnh mua bn.

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- S ng nht ca cc mt hng. Cc mt hng sn xut hng lot thng d bn hn

so vi cc mt hng th cng hoc sn xut theo phng php truyn thng. Nhng mt
hng sn xut hng lot thng c s nht qun hn v cc c im ca mnh, c chi
ph sn xut d tnh hn, v c nhiu ngi bit hn.
- Nhng yu cu gin tip. Khch hng s c khuynh hng mua cc mt hng cha c
nhu cu hin ti trn mng hn l cc mt hng s dng ngay. Nhng nh sn xut
c kh nng lp cc k hoch sn xut nh trc, cc k hoch xp hng v giao hng
s c c hi ln hn trong vic s dng Internet xc tin bn hng.
S hiu bit ca khch hng v sn phm. Ngi ta cho rng thng mi trc tuyn
gia cc doanh nghip (B2B) s tng nhanh hn thng mi trc tuyn gia doanh
nghip v khch hng (B2C) (Tr trng hp i vi cc cng ty ln nh Amadon,
Auto Bytel , CD Now And Dell). L do l khng ging nh phn ln cc khch hng,
cc doanh nghip l ngi mua hng chuyn nghip.
Cc mt hng c mua bn thng xuyn. Nhng mt hng c tiu chun ho
c mua bn thng xuyn ( gia dng, qun o tr em, vn phng phm v.v..)
thng quen thuc vi khch hng v v th d dng t hng trn mng hn. Nhng
giao dch ny s tit kim thi gian v trnh cho h thot khi s nhm chn khi mua
bn.
Nhng dch v c th trin khai c trn mng
Nhng dch v sau y l nhng dch v c th trin khai thnh cng trn mng.

K ton, Qung co, Gio dc o to mang tnh thng mi

Cc sn phm v dch v my tnh, mi gii hi quan
Cc dch v ti chnh, y t chm sc sc khe t xa, bo him
Nghin cu th trng, Tm kim lao ng, Thng tin v truyn thng
Cc dch v l hnh, Dch thut, Thit k v bo tr trang web
T vn qun l, Gio dc, Dch v in n v ho
Cc dch v u gi, Cc dch v vit thu

Ch cn o qua mt s trang web tm kim ch yu nh Yahoo (www.yahoo.com) hoc

l Google(www.google.com) c th thng k ra mt lot cc dch v thuc mi th loi
khc nhau ang c cung cp trn mng
Nhng sn phm m khch hng c th tm mua trn mng
Nghin cu ca Forester Research 1998 chia th trng bn l trc tuyn thnh 3 loi
mua bn: Hng ho tin dng, hng ho v dch v nghin cu b sung v hng ho
thng thng. Nhng hng ho tin dng c mua bn nh l sch, m nhc, qun o

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v hoa. Ngi ta d tnh l s a dng ca hng ha tng ln, s xut hin ca dch v
gi hng v s xc tin bn l rng ri s lm tng s thng dng ca vic bun bn
hng ha ny trn mng. Nhng hng ho b sung c mua bn ph bin hn, chng
hn nh hng tp ho, hng c nhn, nhng mt hng ny tuy c gi thnh trung bnh
nhng li l thit yu do tr ngi t vic thiu mt h thng phn phi kh d v s
bt nhp chm chp v thng mi in t ca khch hng. Cho nn ngi ta nh gi
th trng ny ch yu pht trin trong mt s lnh vc nht nh nh hng c dng,
hng dc phm. Chi ph ca hng ho v dch v lin quan n nghin cu cao hn
nhiu so vi hai chng loi hng ho trn v l nhng mua bn c sp t trc theo
khuynh hng thng tin; Loi ny bao gm v my bay, my tnh , t. Vic cung cp
cc ngun thng tin trc tuyn v doanh s ca loi ny s c xu hng tng ln ng
k.
Nhng sn phm m khch hng c th mua qua mng
Cc sn phm my tnh, Sch, a CD, in t
Cc tour du lch, Phim nh, Cc tp ch thng k v.v...
Ngi ta d tnh rng cc lnh vc tng trng chnh trong thng mi in t s l
truyn thng ton cu v cc ngnh cng nghip gii tr, du lch (bao gm khch sn v
hng khng), cc dch v chuyn nghip v ti chnh, bo him v bn l. Nghin cu
ny ch ra rng nhng nhn t thnh cng ca cc sn phm nht nh bao gm cc
yu t: thng hiu mnh, sn phm c trng v cho gi cnh tranh

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Bi 4: Mt s vn k thut trong thng

mi in t
Mt s vn k thut trong thng mi in t
Gii thiu mt s gii php thng mi in t in hnh
Gii php thng mi in t ca Microsoft Corp
Vo thng 4 nm 1998 Microsoft Corp. cho ra i phin bn Microsoft WEB site Server
3.0 Commerce Edition mt sn phm dng cho thng mi in t nhm vo cc doanh
nghip va v ln quan tm n vic xy dng cc WEB site thng mi in t cho
c hai m hnh doanh nghip-ti-ngi dng (B2C) v doanh nghip-ti-doanh nghip
(B2B). "Kinh doanh trc tuyn khng n thun ch l vic nhn cc giao dch trn
WEB", Gytis Barzdukas, gim c sn phm ca b phn tip th Internet ti Microsoft
gii thch v chin lc thng mi in t ca Microsoft, "cn phi t ng ho ton b
qu trnh kinh doanh trong thc t t b phn lnh o, nghin cu th trng v qung
co cho n cc i tc kinh doanh".
Microsoft WEB site Server 3.0 Commerce Edition bao gm ba phn chnh sau:
Tin hnh-Engage
Thnh phn ny gip cho cc doanh nghip to dng cc WEB site thng mi in
t, tin hnh cc cng vic tip th v qung co trn WEB site cng nh to cc trang
WEB ng ph hp vi s thch ca mi c nhn khi truy nhp vo WEB site ny. Cc
c tnh ca phn ny bao gm:
Ad Server, cng c thc hin cc qung co trc tuyn.
Intelligent CrossSell, t ng thc hin cc chng trnh khuyn mi ring bit
hoc an cho.
Buy Now, cng c tip th trc tip cho php cc cng ty trnh by thng tin
sn phm v cc mu n t hng trn WEB cng nh thu thp cc thng tin
ca khch hng trong cc pano qung co hoc di cc khun dng trc tuyn
khc.
WEB site Server Personalization and Membership, cng c cho php t ng
to ra cc kch bn ca Active Server Page (mt dng ngn ng kch bn lp
trnh ca Microssoft s dng trn WEB).
Database and Database Schema Independence, kt ni vi cc h c s d liu
v kin trc c s d liu c lp.
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 WEB site Foundation Wizard, cho php ngi qun tr h thng to dng cc
cu trc nn tng ca WEB site bao gm c th mc o v th mc vt l.
WEB site Builder Wizard, cho php cc ch ca hng trn mng to cc ca
hng ring bit hoc ca hng vi nhiu cp khc nhau.
Commerce Sample WEB sites, nm ca hng mu sn c c xy dng bng
Active Server Pages gip cho ngi s dng c c mt v d hon chnh v
mt h thng thng mi in t nhiu mc.
Integration with Microsoft Visual InterDev, mt h thng pht trin tch hp
cho php xy dng cc ng dng WEB ng.
Content Deployment, cho php ngi qun tr WEB site tch ri cc phn ang
pht trin vi cc phn sn c v ang hot ng ca WEB site.
Pipeline Configuration Editor, mt cng c son tho cho php ngi qun tr
sa i cc qu trnh t hng hoc cc ng kt ni chuyn i thng tin
thng mi.
Commerce Server Software Development Kit (SDK), cng c xy dng cc
thnh phn ca mt qu trnh x l n t hng.
Microsoft Wallet Software Development Kit (SDK), cng c cho cc nh pht
trin th ba m rng h thng thanh ton ca Microsoft vi cc kiu thanh ton
ca h.
Migration and Comptibility from Commerce Server 2.0, kh nng nng cp v
tng thch ngc vi cc ng dng t phin bn 2.0 trc .
Giao dch-Transact
Cho php ngi qun l h thng kim sot cc giao dch ti chnh trc tuyn vi cc
kh nng bo mt, tip nhn cc n t hng nhiu mc, qun l v nh hng cc
giao dch. Cc c tnh ca thnh phn ny bao gm:
Corporate Purchasing Support, gm cc tnh nng kim tra quyn truy nhp h
thng ca nhn vin, cc lu v nh du ph chun mt qu trnh mua hng
ca cng ty, s lu tr thng tin v cc sn phm cn mua, h tr cc n
mua hng c nhiu khun dng u ra cn x l khc nhau.
Commerce Interchange Pipeline, mt h thng cho php trao i thng tin vi
cc h thng thng tin kinh doanh c cu trc s dng Internet hoc cc h
thng EDI sn c.
Order Processing Pipeline, mt h thng cc bc x l n t hng tng
ng theo cc quy tc kinh doanh khc nhau.
Windows NT Integration, tch hp vi Windows NT.
Windows NT Security Support, h tr cc c ch bo mt ca Windows NT.
Integration with Microsoft Internet Information Server 4.0, tch hp vi
Microsoft Internet Information Server 4.0.
Integration with Microsoft Transaction Server, tch hp vi Microsoft
Transaction Server.

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 Microsoft Wallet Integration, tch hp vi Microsoft Wallet.

3.Phn tch-Analyze: Gip cc cng ty nh gi c cc giao dch mua bn ca khch
hng v bn hng, cc mc s dng d liu c th a ra c cc quyt nh thay
i nhm nng cao hiu qu ca qu trnh kinh doanh in t. Cc c tnh ca thnh
phn ny bao gm:
Analysis, phn tch chi tit cc giao dch mua bn v tn s truy nhp ca WEB
site
Purchase and Order Hstory, lu tr cc thng tin v cc ln mua hng ca
khch hng trong qa kh.
WEB site Server Administrator, cung cp mt cng c qun l tp trung cho tt
c cc chc nng ca h thng.
Promotion and Cross Sell Manager, h tr cho gim c tip th thc hin cc
chng trnh khuyn mi cho mt sn phm hoc an cho nhiu sn phm.
Order Manager, qun l ton b cc d liu bn hng theo thng, nm, sn
phm, chng loi hoc ton b cc sn phm.v.v..
Gii php ca Microsoft l mt h thng m v c kh nng m rng kt ni vi cc h
thng khc cung cp cc chc nng phc tp hn nh x l thanh ton ca CyberCash
hoc x l cc giao dch nn ca cc cng ty nh Open Market Inc.
Gii php thng mi in t ca IBM
Chin lc thng mi in t ca IBM c gi l e-business, n bao gm c phn
cng v phn mm cho an ton trn mng thng qua x l giao dch. i vi thng
mi trn WEB, IBM c sn phm c gi l Net.Commerce mt phn mm chy trn
my ch cho c hai ng dng doanh nghip-ti-doanh nghip (B2B) v doanh nghipti-ngi dng (B2C). Gi khi u ca Net.Commerce l 4,999 USD, dnh cho cc
doanh nghip hoc ch kinh doanh mun thit lp mt ca hng trc tuyn ring ca h
hoc bn trc tip cho ngi tiu dng. Ngoi ra nu cc cng ty c nhu cu m rng
cc ng dng ca Net.Commerce th h c th nng cp ln phin bn h tr nhiu vi
x l v phi chi thm mt khon tin nht nh. Net.Commerce l mt phn mm m
trn cc gii php v thng mi in t ca IBM c thc hin. "Chng ti tp
trung ton b vo kh nng nng cp ca h thng v tch hp vi cc h thng c s
d liu c ln", Tom Patterson, gim c v chin lc thng mi in t ca IBM
cho bit. Cc khch hng ln ca IBM s dng gii php Net.Commerce c th k n
bao gm, Borders Books and Music vi doanh s 1 t USD mt nm dng gii php
Net.Commerce thit lp mt ca hng trc tuyn trn WEB. Aero-Marine Products,
nh sn xut c doanh thu 5 t USD mt nm, c k hoch gii thiu 80,000 linh kin
in t ca mnh trn mng. Net.Commerce bao gm cc tnh nng sau:

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- SET Support: H tr chun cng nghip cho Giao dch in t An ton-Secure

Electronic Transactions (SET), c pht trin bi mt t hp cc cng ty bao gm
MasterCard, Visa, IBM, Netscape, VeriSign
- Intelligent Catalog Technology: Cung cp mt "tr gip bn hng o" cho vic xem
xt v thu nhn cc thng tin v sn phm trn WEB.
- ODBC support: Cho php ngi qun l s dng h thng vi cc h thng qun tr c
s d liu c ln nh Oracle, Sybase, Informix
- Support for Netscape Enterprise Web Servers: Cho php cc cng ty m rng cc
WEB site ng chy trn nn Netscape Server vi cc tnh nng c thit lp cho mt
ca hng in t trn mng.
Ngoi ra IBM cn kt hp vi cc cng ty khc nh Taxware International, First Virtual
Holding cung cp cho khch hng cc cc ng dng nh tnh thu, x l thanh ton
v cc chc nng khc m IBM khng cung cp. im mnh ca Net.Commerce l kh
nng tch hp nn vi cc h thng c s d liu nh Oracle , Informix ng thi cho
php to dng mt cch mm do cc gian hng trn WEB vi kh nng tm kim thng
minh hng chc nghn sn phm v hon ton tng thch vi SET.
La chn nh cung cp dch v mng (ISP), v thu my ch, thit k web
Hin nay s lng cc nh cung cp cc dch v mng (ISP) v s cc nh thit k mng
tng ln nhanh chng khin cho chng ta c nhiu c hi la chn. Cc ISP v cc
nh thit k mng thng thng a ra nm kiu dch v: truy cp thng qua h thng
in thoi hoc s dng cc ng thu ring (leased line), cc dch v web hosting,
pht trin website v c bit l cc dch v thit k web cho cc c s d liu v vic
o to qua mng. Khi la chn nh cung cp dch v internet, ta cn lu cc ni dung
sau:
o Gi c v cht lng
o Kh nng h tr k thut
o Ni dung cc loi dch v
o Tc truy cp..
o n nh ca mng
Khi la chn thu my ch (Web hosting) th phi lu :
o Tc kt ni Internet v so snh vi ISP khc
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o Dung lng b nh cho mt ngi thu l bao nhiu MB

o Dch v ng k tn min v chi ph
o K hoch pht trin website v cng c cn thit duy tr
o C s dng dch v Telnet v FTP truy cp ti website
Khi la chn nh thit k web th ch :
o Kinh nghim thit k web, xem cc website tt nht ca h
o Chi ph cc i v cc tiu
o Thi gian thit k mt website
o Gii php ho trong cc website
o K hoch qung b website
o ng k vi cc nh cung cp dch v tm kim

Kin trc mt website

thit k mt website, u tin ta phi xc nh cc mc tiu kinh doanh cho website,
trn c s cc mc tiu kinh doanh ta xc nh cc chc nng cn thit ca h thng
cn phi c v xc nh cc yu cu thng tin cn phi c thc hin cc chc nng
. V d:
Kin trc mt website
Mc tiu kinh
doanh

Chc nng h thng

Yu cu thng tin

Hin th hng
ho trn web

Catalog in t

Vn bn ng v catalog dng hnh nh

Cung cp thng
tin v sn phm

CSDL sn phm

Cc thuc tnh ca sn phm

M t sn phm,
m sn phm,
Cc sn phm may o Theo di (tracking) khch hng trn
cc mc qun l theo yu cu ca khch website
kho

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Thc hin mt
giao dch

Bo mt cc thanh ton qua th tn dng

H thng gi mua hng
v cung cp cho khch hng nhiu s la
v thanh ton
chn khc

Tch lu thng
tin khch hng

Xy dng CSDL khch

M khch hng, tn, a ch, in thoi,
hng, ng k khch
e-mail
hng trc tuyn

Cung cp dch
v sau bn

CSDL bn hng

iu phi cc
chng trnh
qung co v
tip th

Ad-server, E-mail
server, qun l chin
Xc nh cc khch hng tim nng
dich e-mail, qun l ad- thc hin qung co, gi th in t
banner

nh gi hiu
qu tip th

H thng bo co v
theo di nht k
website

Cung ng vt t
v lin kt vi
H thng qun l kho
cc nh cung cp

M khch hng, tn, ngy t, thanh

ton, ngy giao hng, qu trnh cung cp
dch v sau bn

S lng khch, s n hng, s trang

web khch n xem, s sn phm mua
trong t qung co
H thng cc cp kho sn phm, a ch
v danh sch cc nh cung cp, s liu s
lng sn phm t ca cc n hng.

Sau khi xc nh cc chc nng ca h thng, cc nh lp trnh s xc nh cu trc

logic v cu trc vt l ca website. Khi xy dng website, phi xc nh kin trc ca
website.
Kin trc h thng website bao gm vic la chn phn mm, phn cng v phn b cc
nhim v trong h thng thng tin nhm t c cc chc nng ca h thng nu trn.
Thng thng website c cc kiu kin trc sau:
Kin trc hai lp: L kin trc s dng mt web server p ng cc yu cu ca c
cc trang web v mt server CSDL cung cp thng tin. Web server v CSDL server
u dng trn mt my
Kin trc nhiu lp: Gm mt web server lin kt vi cc lp trung gian bao gm cc
server ng dng thc hin mt nhim v no , mi server ng dng s dng mt hoc
nhiu my ch. Cc nhim v thng l backend

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Cu trc logic ca mt website in hnh

Cu trc vt l ca mt website

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Kin trc mt website 2 lp v 3 lp

Cc bc xy dng mt website
to ra mt Website c cht lng i hi c s nghin cu k v Web, phi bit
mnh s lm g v khng nn lm g a tt c cc tng vo vic xy dng mt
Website. to ra mt Website cn phi theo lm theo nhng bc sau y:
Bc 1: y l giai on nh hng. Cn phi nghin cu n nhng vn sau y:

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Nhng tng tng quan

Mc ch cn t ti i vi website
i tng cn nhm ti l ai
Thng tin g c trong tay v s dng chng nh th no

Bc 2: Sau khi xc nh c cc im trn ta s:

Tin hnh t chc cc phn mc v cc thng tin c trn site. To ra cc nhnh,
cc tiu v cc tiu ph c th tm kim thng tin hu ch mt cch d
dng khng lng ph thi gian i vi cc thng tin m ta khng quan tm.
La chn cc t kho thch hp thun tin cho vic tm kim v s dng cc
dch v tm kim.
Bc 3:
La chn cc hnh nh a ln site t th vin in t hoc t trn a
CDROM. c th l nhng hnh nh v sn phm, v vn phng lm vic,
cc chuyn gia chnh ca cng ty.
Chuyn i cc hnh nh n v tr thch hp v c s chnh sa v mu sc v
kch c cho ph hp.
Bc 4:
Khi c b khung ca mnh th ta bt u chun b to ra website bng vic
s dng ngn ng siu vn bn (HTML). Tin hnh chuyn i cc vn bn
text ca mnh ti HTML m c th lm bng World, Netscape, Homesite v
mt vi cc gi thng tin c la chn khc. Chng ta c mt vi chng
trnh phn mm rt thun tin cho ngi s dng m c th chuyn i mt
cch t ng t dng text thnh ngn ng HTML m c th khng cn bit mt
cht g v HTML. V d nh Frontpage
Ta c th t thit k website hoc l tham gia vo cc kho o to v thit k
web hoc c th thu cc chuyn gia bn ngoi v thit k web.
Bc 5:
La chn nh cung cp dch v Internet a website ln Internet
Bc 6:
Thit lp tn min
ng k tn website vi cc nh tm kim
Qung co v khuych trng website i vi cc khch hng mc tiu. C th
thc hin c iu ny thng qua cc phng php truyn thng nh gi th,
truyn thanh, truyn hnh cng nh c cc bin hiu qung co.
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 Mt iu quan trng l thng qua cc cng c tm kim tin ch nh (Lycos,

Alta Vista, Google...) m bo rng website phi tht ni bt. y l vic
tn rt nhiu thi gian.
Mt iu rt quan trng l cc thng tin phi c cp nht hng ngy
* Tn min v ng k tn min
Trong mng internet ngi ta s dng a ch IP vn chuyn d liu. a ch IP kh
nh v vy ngi ta s dng khi nim tn min d nh. Tn min s c lu trong
c s d liu DNS l h thng tn min.
DNS c duy tr v kim sot bi Hip hi Internet v ng k tn v ch s (ICANN)
l mt t chc c nhn phi li nhun m tin thn c thnh lp vi mc ch h tr
chnh ph M. Tn min c chia thnh 2 cp cao nht: tn min quc t v tn
min quc gia. Tn min quc t l nhng tn min c phn ui l .com, .net, .org v
s c thm tn min .biz v .info.
Tn min quc gia c phn ui l k hiu ca mi quc gia. K hiu ny do ICANN
t chc v qun l. Vit nam c phn ui l VN, Australia c tn l AU, Php l
FR,...Hin nay c hn 200 tn min quc gia khc nhau. Di mi tn min quc gia c
tn min cp 2 v cp 3 (v d COM.VN, EDU.VN,...).
Hin nay vn ng k v bo v tn min l mt trong nhng vn ni cm. V
pha cc doanh nghip h cn phi c nhng hiu bit c bn v bn quyn v v s hu
tr tu c tm cch bo v tn min v ni dung m mnh a ln trang Web. bo
v tn min Internet mt iu cn thit v tng i n gin l ng k tn min vi
cc t chc quc t c cc chc nng lu tr v qun l tn min. Ni chung, khi doanh
nghip thit k trang Web nn giao vic ng k tn min cho nh thit k hoc cho ni
t ni dung trang Web (Web hosting).
Nu doanh nghip t ng k, trc ht chng ta nn xem ti trang Web c a ch
(http://www.internic.com) hoc http://www.registerfly.com xem tn mnh nh ng l
c trng vi mt tn no ng k trc hay khng, nu khng ch vic gi
tn min ca mnh ti InterNIC theo mu c hng dn ngay trn trang Web ca
InterNIC

Nhng iu ch cht ca mt website kinh doanh thnh cng

C nhng website kinh doanh ni ting trn ton th gii thnh cng v bn hng qua
mng nh: Yahoo.com, Amazon.com, Buy.com v cng c v s website tri qua bao
nm thng m vn khng bn c hng. Vy im khc bit gia 2 loi website ny l
g? iu ny ph thuc nhiu yu t, song bn hy im li nhng iu sau y thy
nhng yu t quan trng to nn s thnh cng ca mt website kinh doanh:

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- C mt chin lc kinh doanh v tip th hiu qu: bn phi xc nh i tng khch

hng ca bn l ai? Lm sao h bit ti website ca bn? Ngy nay cc website kinh
doanh trn mng Internn r, bn c th mua rt nhiu loi sn phm trn mng. Vic
lm sao khch hng bit ti website ca bn l mt khu u tin quan trng nh
hng ti s thnh cng ca vic kinh doanh. bit cc cch thc hin Marketing qua
mng, mi bn c cc bi vit ca chng ti trong mc e-marketing.
- Ti sao khch hng li mun mua hng thng qua website ca bn?
Phi c nhiu l do tr li cho cu hi ny:
+ Hng ha trn website c phong ph, a dng, p ng mi yu cu ca ngi xem?
+ Gi c hng ha c hp dn ngi mua? Ngi xem c chp nhn c cc chi ph
nh chi ph vn chuyn, chi ph thanh ton
+ B cc website c hp l, d s dng, quan trng nht l chc nng tm kim: ngi
xem c d dng tm kim sn phm ph hp vi nhu cu ca h?
+ Cc dch v h tr khch hng : bn c phn thng tin t vn cho khch hng, c b
phn sn sng tr li cc yu cu ca khch hng trong thi gian nhanh nht ?
+ Cc chnh sch bo v quyn li ca khch hng: tr, i hng, thanh ton
+ Quan trng nht l bn c ng nhng thng tin r rng khch hng c th tin tng
vo uy tn ca bn?

B quyt thu ht v gi khch dnh cho cc website thng mi

Th l doanh nghip ca bn va c mt website (h thng web) ca ring mnh! Bn
mt nhiu thi gian vit ni dung cho website, bn cng u r chi ph thu
i ng k thut web xy dng website cho cng ty bn, v bn c th th pho khi
website ca bn c ha nhp vo Internet vi hng t website khc? Bn tin rng
t y, mi ngi trn th gii bit n website ca bn, v ci kh hn na l lm sao
cho i tng khch hng ca bn cn quay tr li website ca bn ln 2, ln 3 v nhiu
ln na? V th, bn nn c v ghi nh mt s b quyt thu ht v gi chn ngi
xem website ca bn. Tht ra, b quyt ny ch gi gn trong 3 yu t : xy dng cng
ng, ni dung, phn thng.
Xy dng cng ng: bn nn dnh ch trn website ca bn lm sn chi cho
nhng ngi cng yu thch mt lnh vc no . V d: website ca bn v du lch Vit
Nam, th bn nn lm mt din n (forum) trn web ca mnh mi ngi c th ng
kin, bi vit, hnh nh v cc chuyn du lch Vit Nam ca hv.vDin n ny c

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tc dng trong vic gi chn ngi xem v thu ht ngi mi. Nhng thnh vin trong
cng ng gp phn rt ln vo vic qung co cho website ca bn.
Ni dung: ni dung ca cc trang trn website ca bn c gi tr quyt nh trong vic
thu ht v gi chn ngi xem. Hy t mnh vo v tr i tng khch hng ca bn
quyt nh ng ti nhng thng tin g, hy t cu hi H mun bit nhng g?,
Nhng g l b ch cho h?v.v Nn ch to s tin li cho ngi xem khi xem
cc trang web ca bn. S tin li quan trng nht l: lm sao trong thi gian ngn nht,
ngi xem tm c ci h mun xem. ng ti nhiu thng tin qu cng khng tt,
ngi xem s c cm gic b ri tung trong mt m hn n thng tin v s nhanh chng
chn v ri khi website ca bn, mang theo n tng khng tt v mc chuyn mn
ca website ca bn. Cui cng, nhng rt quan trng, l vic cp nht thng tin thng
xuyn. m bo vi bn l ngi xem s rt bc mnh v c n tng khng tt nu nh
thy trang web h ang c c cp nht ln cui cch y vo nm
Phn thng: bn c bit hin c bao nhiu trang web trn Internet khng? Theo s liu
thng k, c khng di 8 t trang web tn ti trn Internet vo thi im thng ging
nm 2005. Nu mt ngi c mi ngy 100 trang web th anh ta phi mt 50 nm m
ch c c cha y 2 triu trang web trong cuc i. Cho nn, ngi ta c c chn
lc. V th, bn phi c nhng chiu thc khin ngi xem cm thy thch v c ch
li khi c cc trang web ca bn. Hin nay trn th gii, rt nhiu website tr tin cho
ngi c, v d bn vo xem trang web ca h, bn s c cng im hoc tr tin
(ch vi xu la M), khi im ca bn nhiu, bn c th i im ly hng ha
hay dch v hay c gim gi khi mua hng,v.v. Chng ta c th khng lm nh th,
nhng phn thng y c ngha l nhng li ch dnh cho ngi c web, v d nh
ci download (ti v) min ph, nhng dch v u tin hay qu khuyn miv.v C
nh th bn mi gi chn c ngi xem.
Tm li, thu ht v gi chn ngi xem web, bn phi mang li cho h li ch tht
s, nhng li ch c th l tin bc, dch v hay sn phm min ph, gi tr tinh thn,
thng tin hu ch v.v

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Bi 5: Cc thanh ton trong giao dch

thng mi in t
Cc thanh ton trong giao dch thng mi in t
M u
Vn quan trng ca mt h thng thng mi in t l c mt cch no ngi
mua kch vo phm mua hng v chp nhn thanh ton. Thc t ang dng 3 cch thanh
ton bng tin mt, bng sc v bng th tn dng. Cc c ch tng t cng c s
dng cho kinh doanh trc tuyn. Chng ta s ln lt xem xt tng hnh thc thanh ton
trn v bt u bng hnh thc d nht thc hin thanh ton trc tuyn l th tn dng.

Th tn dng
Th tn dng c x l in t hng thp k nay. Chng c s dng u tin
trong cc nh hng v khch sn sau l cc ca hng bch ho v cch s dng n
c gii thiu trn cc chng trnh qung co trn truyn hnh t 20 nm nay. C mt
ngnh cng nghip ln ang tn ti trong lnh vc x l cc giao dch th tn dng trc
tuyn vi cc cng ty nh First Data Corp., Total System Corp., v National Data Corp.,
chi tit ho cc giao dch pha sau mi quan h gia nh bng, ngi bn hng v ngi
s dng th tn dng. Hng triu cc ca hng bch ho trn ton nc M c trang
b cc trm u cui (Hewlett-Package Verifone l nh sn xut hng u ca thit b
ny) thng qua th tn dng c kim tra, nhp s th v bin lai c in ra. Ngi
s dng k vo bin lai ny xc thc vic mua hng.

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X l th tn dng trong TMT

Trc khi nhn s th tn dng ca ngi mua qua Internet ta cn c mt chng nhn
ngi bn. Nu ta hot ng kinh doanh th n gin l yu cu nh bng ca ta cung
cp chng nhn ny. Nu cha c bt c ci g th ta c th thc hin vic ny nhanh
chng ti mt nh bng no hoc truy nhp vo mt web site c cc mu ng k
trc tuyn.
S dng th tn dng trc tuyn ngy hm nay, tuy nhin, ging nh vic s dng chng
vi mt operating standing by. S th v chi tit ca giao dch c lu li v x l,
nhng khng c s xut hin ca ngi mua v khi c mt v thanh ton b l th n vn
c lu li trn h thng. Bi l do ny cc chi ph x l th tn dng trc tuyn nhiu
ngang bng vi chi ph x l mt giao dch ch khng ngang bng vi mt mc chi
ph nh in thoi v thng thng l vo khong 50 xen. (Cc giao dch c x l
thng qua cc trm u cui c hp ng ch mt khong t 3 n 5 xen).
Ngoi cc khon trn, ph c gim nh vic s dng cc dch v ca Vista v
MasterCard, l cc t hp ca cc nh bng, hoc American Express Co. v Discover
l cc cng ty ring r x l v qun l cc giao dch th tn dng. iu c ngha l
ta s phi tr t 2 n 3 xen cho mt la khi s dng Visa hay MasterCard, v t hn
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mt cht vi Discover, i vi Amercian Express ph ny vo khong 5 xen cho mt

la. Cc tha c gia cc cng ty cung cp th v cc ch doanh nghip gip cho khch
hng khng phi tr cc chi ph ny. Vic chit khu cng khc gia ngi s dng ti
trm u cui ni m th tn dng tn ti mt cch vt l, v mi trng WEB ni m
th khng hin din. Trong qu trnh chuyn i chit khu ngi bn c m bo
thanh ton. Ngi mua c m bo v vic s nhn c hng ha v mt s m bo
c gii hn khc chng li vic b la hoc mt th. (Bo him th c bn bi cc nh
bng pht hnh th v cc ri ro s c thanh ton)
Ca hng trn WEB cn phn mm no c th x l th tn dng? mc n
gin nht, phi c sn mt s biu mu c kh nng m ha bo mt, thng thng l
Sercure Socket Layer (SSL), mt tiu chun i vi c cc trnh duyt ca Microsoft v
Netscape, v iu cng c ngha l my ch phi c mt kha m ha. Tip theo ta
phi c mt chng trnh ng vai tr gi mua hng, cho php ngi s dng thu nhp
cc mt hng cn mua, tnh gi v thu sau a ra mt ha n cui cng ph
chun. Cui cng nu nh khng mun x l cc tp giao dch bng tay hoc x l mt
gi cc tp th phi cn mt c ch giao dch in t.

nh danh hay ID s ha (Digital indentificator)

Cc kho m bo mt trn my ch, c bit n nh l cc ID s ho, c cung cp
bi mt s cc c quan chng nhn thm quyn, l ni cp php v bo dng cc bn
ghi din bin trn cc ID s ho ny. T chc chng thc thm quyn ln nht c
iu hnh bi VeriSign Inc., mt cng ty c thnh lp vo nm 1995 chuyn v lnh
vc qun l cc chng nhn s ho. Cng ty x l cc yu cu ID s ho cho cc cng
ty nh American Online, Microsoft, Netscape, tuy nhin ta cng c th trc tip c cc
ID s ho trn WEB site ca cng ty. Vo ma h nm 1998, VeriSign thu ph 349 USD
cho my ch ID u tin m mt cng ty mua v 249 USD cho thm mi my ch ID
tip theo. Mt My ch ID ton cc - Global Server ID, 128 bit c mc chi ph 695
USD. Cng ngh nn tng cho cc ID s ho ca VeriSign l SSL c xy dng u
tin bi RSA Technologies inc., nay l mt n v ca Sercurity Dynamics. Mi thng
ip, c m ho bng hai m hoc kho l mt chui cc bit lm thay i gi tr
c s ho
cc ca d liu c a vo hay ly ra khi chng trnh. Mt kho cng cng c
dng m ho cc thng ip, trong khi kho ring th hai c dng gii m n.
Tnh thng nht v xc thc ca cc kho ring c m bo bi mt c quan chng
nhn thm quyn nh VeriSign. Mt my ch ID s ho cho php ta k vo cc vn bn
in t v chng thc ch k ca mnh vi mt c quan chng nhn thm quyn.

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Gi mua hng in t
Mercantea SoftCart Version 3.0 l mt chng trnh c chc nng ca mt gi mua
hng in t trc tuyn hin ang sn c trn th trng. Sau khi mt phn mm nh
trn c ci t trn my ch WEB th ta ch cn t mt kt ni HTML trn trang
WEB m t sn phm n v tr ca chng trnh ny vi cc biu mu ngi mua c
th in cc thng tin v sn phm, thay i s lng v chng loi mt hng ri hon
thnh giao dch v chuyn n mt c ch x l giao dch thc hin hon tt mt
qu trnh mua hng. Nu nh kho hng nm trong mt c s d liu th cn c thm cc
k nng cn thit vit cc hm gi n c s d liu ny di dng .dll i vi mi
trng Windows . Ni chung cc phn mm dng ny s cung cp mt s tnh nng cn
bn sau y:
- Lin kt cc yu cu bn hng n mt biu mu t hng m khch hng c th truy
nhp qua WEB.
- Hon thnh biu mu t hng sau khi la chn hng ho v s lng, ri cp nht
thm cc thng tin v th tn dng.
- X l cc biu mu t hng, thng thng l chuyn i cc d liu thnh dng
mt tp x l theo gi (s cn thm mt chng trnh ring r nu nh c nhu cu x
l cc giao dch mt cch trc tuyn).
- Gi th bin lai hon chnh n khch hng qua th in t v kim tra xc thc vic
mua bn
- H tr kh nng mm do trong x l n t hng sao cho hng ho c th c giao
nhanh nht, vic x l c th c thc hin bi b phn bn hng hoc bt k mt
ngi no c u quyn.
Mt s chng trinh cn cung cp thm cc tnh nng b tr sau:
- C sn mt c ch tm kim cho cc sn phm trong c s d liu.
- H tr cc i tng HTML ng sao cho gi c c th thay i nhanh chng ph
thuc vo s lng t hng.
- H tr cc biu mu thu thp thng tin b tr nh thng tin tm hiu v khch hng,
danh sch a ch e-mail ca cc khch hng c xp xp theo nhm quan tm n mt
sn phm hoc mt dch v mi no .
- H tr EDI cho vic x l cc n t hng in t trong mi trng doanh nghipti-doanh nghip (B2B).

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- Cc cng vic ny c x l trong mt mi trng an ton bo mt (SSL). Phn mm

gi mua hng in t c lin kt vi mt kho m bo mt SSL sao cho tt c cc d
liu c truyn gia my ch v trnh duyt WEB ca khch hng (gi s l trnh duyt
ny h tr bo mt SSL) c m ho bo mt khi nhng tay rnh trm trn mng.

Cyber Cash
CyberCash c bit n nh mt cng ty ni ting trong lnh vc x l cc giao dch
cho thng mi in t. C tr s Reston, Virginia, CyberCash cung cp mt h thng
gi l CashRegister cho php cc ca hng trn WEB c th cung cp cc phng thc
thanh ton sau cho khch hng:
- Thanh ton bng th tn dng bao gm cc loi th nh Visa, MasterCard, American
Express, Discover.
- CyberCoin cho php ngi dng mua cc sn phm c gi t 25 xen n 10 USD.
- Sc in t v kh nng x l sc qua Internet.
CashRegister c th tch hp vi mt Website sn c v hot ng trn nn Windows
NT hay Unix. Ngi bn c th ci t phn mm bng cch ti xung min ph t
WEB site ca CyberCash l www.cybercash.com hoc c th kt hp vi cc cng
ty iu hnh siu th trn Internet, cc ISP c tho thun s dng CashRegister.
Trong khi phn mm CashRegister l min ph th nhng ngi bn hng thng b cho
CyberCash khong vi xen cho mt giao dch.
CashRegister l mt phn mm thc hin cc chc nng v pha ngi bn hng. s
dng h thng, khch hng hoc c th ch s dng mt trnh duyt WEB m khng cn
phi thm bt k phn mm h tr no in vo cc biu mu mua hng trn Internet
hoc h c th ti xung mt phn mm min ph ca CyberCash gi l CyberCash
Wallet, phn mm ny cho php h thit lp mt ti khon vi cc thng tin trn th
tn dng ca mnh, CyberCoins v sc in t. CyberCash cho hng mt vi h thng
thanh ton khc nhau s c xem xt chi tit di y:
Thanh ton bng th tn dng
CyberCash Secure Internet Credit Card Service l mt phn ca CashRegister c gii
thiu ln u tin vo thng 5 nm 1995. N cho php khch hng vi th tn dng c th
mua hng hoc dch v t cc ca hng trn mng ci t CyberCash CashRegister.
hon tt phn mm ny ngi bn hng phi ti xung mt b cng c phn mm
t WEB site ca CyberCash. Qa trnh ci t s tch hp WEB site vi mt phn mm
my ch CyberCash x l thanh ton. Sau khi CashRegister c ci t ngi bn

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hng phi ng k mt ti khon ti mt nh bng no chp nhn thanh ton thng

qua vic x l th tn dng ca CyberCash.
CyberCash lp li cc cng vic x l th tn dng trong th gii thc qua Internet. Di
y l cch m mt h thng x l th tn dng in hnh thc hin:
1. Khch hng a th tn dng cho ngi bn.
2. Ngi bn hoc i lc khch hng, a th vo mt my c th.
3. Thng tin trn di bng t ca th c truyn n mt b x l th tn dng xc
thc.
4. Thng tn trn th c so snh vi mt tp hp cc nguyn tc c nh ngha
trc bi ngi pht hnh th cho khch hng (v d nh Visa) nh hn mc tn dng
v ngy ht hn.
5. Sau khi qa trnh xc minh c chp nhn, h thng s gi li cho ngi bn mt
m xc thc.
6. Ngi bn s dng m xc thc ny trn phiu thanh ton.
CyberCash t ng ho qu trnh x l ny thng qua phn mm ca h v mi quan
h vi cc nh bng khc v cc mng xc thc th tn dng. Sau khi khch hng trn
WEB nhp s th tn dng vo phn mm CashRegister, thng qua CyberCash Wallet
hoc ch n gin l nhp n vo mt biu mu trn trang WEB th CashRegister s nh
dng giao dch vo v chuyn n qua Internet ti cc trung tm x l xc thc. Sau khi
qu trnh xc thc c chp nhn th n s c gi li CashRegister m bo chp
nhn qu trnh mua bn ny cho khch hng. Ton b qu trnh ny mt khong 15 giy.
CashRegister chy trn rt nhiu mi trng khc nhau bao gm Solaris, SUNOS, SGI,
HP-UX, BSDI, Windows, Linux v Macintosh.
Internet Wallet
Trong khi khch hng mua hng ti cc ca hng ci t CyberCash khng phi cn
thm bt c phn mm no ngoi trnh duyt WEB thng qua vic nhp cc thng tin
ca th tn dng vo mt biu mu c sn trn trang WEB th h cng c th t thit lp
"mt chic v in t" cho php mnh c th c nhiu la chn thanh ton khc nhau.
CyberCassh Internet Wallet c th c ci t trn my ca khch hng v cung cp
cc phng thc thanh ton cng ging nh ca CashRegister:
Thanh ton bng th tn dng.
Thanh ton bng CyberCoin.
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 Thanh ton bng sc in t.

c chng trnh Internet Wallet, khch hng c th ti xung min ph t WEB site
ca CyberCash l www.cybercash.com . Rt nhiu cc ca hng trn WEB s dng cc
phn mm ca CyberCash cng cho php khch hng ti xung phn mm ny t chnh
WEB site ca h v CyberCash s gip ngi dng cch ci t chng trnh ny.
Trong qu trnh ci t chng trnh, ngi s dng thit lp mt Wallet ID, l mt cch
ngi bn hng c th nhn dng c ngi mua, y cng l mt cch ging nh
s PIN trn th ghi n. Ngoi ra ngi bn cng cn phi c mt ID ngi mua c
th nhn ra h.
Trong lc thit lp Wallet ngi dng s ti xung mt chng trnh c gi l
CyberCoin bng vic rt tin t nh bng qua Internet cng ging nh khi lm vic
vi mt my rt tin t ng -ATM. x l th tn dng, chng trnh s chuyn s
tin i t ti khon th tn dng v x l n nh mt giao dch thng thng, ch khng
phi l mt khon tin tr trc thng b tnh ph. Sau khi Wallet c ci t xong,
khch hng c th bt u vic mua hng t cc ca hng chp nhn cc phng thc
thanh ton CyberCash CyberCoin c s dng cho cc khon thanh ton rt nh hoc
cc khon lt vt t 25 xen n 10 USD. Rt nhiu cc sn phm hoc dch v c bn
qua WEB nh cc bi bo hay mt bc nh ch c mc gi thp v t tng n ni khch
hng khng mun s dng th tn dng do s b tnh ph, i vi cc mt hng c tr gi
cao hn th khch hng hay s dng th tn dng hn l CyberCoin. u l iu khc
nhau gia mt ngi s dng Wallet v mt ngi khng s dng Wallet, l vic
x l thanh ton s thun tin hn v ngi s dng Wallet s c mt s li im hn
nh vic cc phn mm Wallet v CashRegister s lu li mt bn ghi giao dch v n
s xut hin trn bn k tip theo ca th tn dng gip khch hng d theo di hn cc
giao dch ca mnh.
DigiCash
DigiCash c tr s ti Amsterdam l mt cng ty cung cp cc phng thc thanh ton
an ton v bo mt, ngi tin phong ca ecash-tin mt in t c s dng qua
Internet. Da trn cng ngh m ho kho cng cng, cho php ngi s dng v nh
bng trao i ch k in t vi nhau kim tra nhn dng, ecash cho php khch hng
ti v my tnh PC ca h tin s ho t ti khon ngn hng thc hin vic mua hng
in t.
DigiCash mt t ecash "nh l s dng mt my rt tin t ng o". Khi ngi s
dng kt ni qua Internet vo mt nh bng tham gia vo chng trnh ecash, h s ti
xung cc "ng xu in t" v a cng trn my tnh ca mnh. Sau khi thc hin
vic t hng t mt ca hng trn WEB cng tham gia vo chng trnh ecash, khch
hng s chuyn cc "ng xu in t" ny t trnh duyt WEB trn my PC ca mnh
v my ch ca ngi bn hng. Phn mm cho ngi s dng l khch hng c gi

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l purse-v tin, c giao din ho v chy trn mi trng Windows 3.1 v cc phin
bn tip sau. Ngi bn hng tham gia vo chng trnh ecash s cn mt phn mm
c cung cp bi DigiCash, c nhiu phin bn t x l t cc giao dch n gin n
c mt h thng k ton phc tp bao gm c cc chc nng nh iu khin kho hng.
Cc nh bng v cng ty ln tham gia vo chng trnh ecash c th k n bao gm:
Deutsche Bank, Germany; Bank Austria, Austria; Den Norske Bank, Norway; Advance
Bank, Australia; Nomura Reaserch Instritute, Japan; Mark Twain Bank, USA; v Eunet,
Finland.

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Bi 6: Vn bo mt, an ninh trn mng

Vn bo mt, an ninh trn mng
M u
Vn bo mt, an ninh trn mng l mt trong nhng vn nng hi trong hot ng
thc tin ca Thng mi in t. Liu khch hng c tin tng khi thc hin cc giao
dch trn mng khng? V liu nhng nh cung cp dch v giao dch trc tuyn cng
nh cc ISP c bo m uc nhng thng tin ca khch hng giao dch trn mng c
an ton khng? Chng ta s lm sng t mt s vn sau tr li cho cc cu hi trn

Cc loi ti phm trn mng

Trn mng my tnh internet hin nay hng ngy c rt nhiu vn ti phm tin hc
v ang xy ra. C mt s loi ti phm chnh sau:
Gian ln trn mng l hnh vi gian ln, lm gi thu nhp bt chnh. V d s dng
s th VISA gi mua bn trn mng.
Tn cng Cyber l mt cuc tn cng in t xm nhp tri php trn internet vo
mng mc tiu lm hng d liu, chng trnh, v phn cng ca cc website hoc
my trm.
Hackers (tin tc): Hackers nguyn thu l tin ch trong h iu hnh Unix gip xy
dng Usenet, v Word Wide Web Nhng, dn dn thut ng hacker ch ngi lp
trnh tm cch xm nhp tri php vo cc my tnh v mng my tnh
Crackers: L ngi tm cch b kho xm nhp tri php vo my tnh hay cc
chng trnh
Cc loi tn cng trn mng:
1> Tn cng k thut l tn cng bng phn mm do cc chuyn gia c kin thc h
thng gii thc hin
2> Tn cng khng k thut l vic tm cch la ly c thng tin nhy cm
3> Tn cng lm t chi phc v (Denial-of-service (DoS) attack) l s dng phi c
bit lin tc gi n my tnh mc tiu lm n b qu ti, khng th phc v c

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4> Phn tn cuc tn cng lm t chi phc v (Distributed denial of service (DDoS)
attack) l s tn cng lm t chi phc v trong k tn cng c quyn truy cp bt
hp
php vo vo nhiu my trn mng gi s liu gi n mc tiu
5>Virus l on m chng trnh chn vo my ch sau ly lan. N khng chy c
lp
6> Su Worm l mt chng trnh chy c lp. S dng ti nguyn ca my ch lan
truyn thng tin i cc my khc
Cc cuc tn cng tin tc trn mng ngy cng tng trn mng Internet v ngy cng a
dng v trn mng hin gi l thng tin v tin. Cc nhn t tc ng n s ra tng tin
tc l s pht trin mnh TMT v nhiu l hng cng ngh ca cc website.

M hnh tin tc phn tn cuc tn cng lm t chi phc v

Cc vn an ton bo mt c bn t ra trong TMT

T gc ngi s dng: lm sao bit c Web server c s hu bi mt doanh
nghip hp php? Lm sao bit c trang web ny khng cha ng nhng ni dung
bo cho ngi c quyn ny c truy tc l s pht trin mnh ca TMT v nhiu l
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hng cng ngh ca cc website hay m chng trnh nguy him? Lm sao bit c
Web server khng ly thng tin ca mnh cung cp cho bn th 3
T gc doanh nghip: Lm sao bit c ngi s dng khng c nh ph hoi
hoc lm thay i ni dung ca trang web hoc website? Lm sao bit c lm gin
on hot ng ca server.
T c hai pha: Lm sao bit c khng b nghe trm trn mng? Lm sao bit c
thng tin t my ch n user khng b thay i?
Mt s khi nim v an ton bo mt hay dng trong TMT
Quyn c php (Authorization): Qu trnh m bo cho ngi c quyn ny c truy
cp vo mt s ti nguyn ca mng
Xc thc(Authentication): Qu trnh xc thc mt thc th xem h khai bo vi c quan
xc thc h l ai
Auditing: Qu trnh thu thp thng tin v cc mun truy cp vo mt ti nguyn
no trong mng bng cch s dng quyn u tin v cc hnh ng ATBM khc
S ring t: (Confidentiality/privacy) l bo v thng tin mua bn ca ngi tiu dng
Tnh ton vn (Integrity): Kh nng bo v d liu khng b thay i
Khng thoi thc (Nonrepudiation): Kh nng khng th t chi cc giao dch thc
hin

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Cc vn an ton bo mt ca mt website TMT

C rt nhiu gii php cng ngh v khng cng ngh m bo an ton bo mt trn
mng. Mt trong nhng gii php quan trng ng dng trong TMT l s dng k thut
mt m v cc giao thc bo mt

C ch m ha
m bo an ton bo mt cho cc giao dch, ngi ta dng h thng kho m v k
thut m ho cho cc giao dch TMT. M ho l qu trnh trn vn bn vi kho m
to thnh vn bn khng th c c truyn trn mng. Khi nhn c bn m, phi
dng kha m gii thnh bn r. M ho v gii m gm 4 thnh phn c bn: 1> Vn
bn r plaintext 2> Vn bn m Ciphertext 3> Thut ton m ho - Encryption
algorithm 4> Kho m Key l kho b mt dng n gii m thng thng. M
ho l tin cho s thit lp cc vn lin quan n bo mt v an ninh trn mng.
C hai phng php m ha ph bin nht: phng php m i xng (kha ring):
dng m v gii m in r, cc ngi gi v ngi nhn u s dng vn bn

M ha dng kha ring

M khng i xng (m cng cng): s dng mt cp kho: cng cng v ring, kho
cng cng m ho v kho ring gii m. Khi m ho ngi ta dng hai kho m
ho ring r c s dng. Kho u tin c s dng trn cc thng ip sao cho
n khng th c c gi l kho cng cng. Khi gii m cc thng ip cn mt m
kho th hai, m ny ch c ngi c quyn gii m gi hoc n c s dng ch bi
ngi nhn bc thng ip ny, kho ny gi l kho ring.
thc hin cc cng vic m ho v gii m, cn mt c quan trung gian gi cc kho
ring, phng trng hp kho ny b mt hoc trong trng hp cn xc nh ngi
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gi hoc ngi nhn. Cc cng ty a ra cc kho m ring s qun l v bo v cc

kho ny v ng vai tr nh mt c quan xc nh thm quyn cho cc m kho bo
mt.

Chng thc s ha
Chng thc s xc nhn rng ngi gi cc kho cng cng v kho ring l ai
ng k. Cn c c quan trung gian lm cng vic xc thc. Chng thc c cc cp
khc nhau.
Khng phi tt c cc m kho ring hay cc chng ch s ho u c xy dng nh
nhau. Loi n gin nht ca giy chng ch ho c gi l chng nhn Class 1, loi
ny c th d dng nhn khi bt k ngi mua no truy nhp vo WEB site ca VeriSign
( www.verisign.com) . Tt c nhng ci m doanh nghip phi lm l cung cp tn, a
ch v a ch e-mail, sau khi a ch e-mail c kim tra, s nhn c mt giy chng
nhn s ho. V mt no n cng ging nh mt th c th vin.
Cc chng nhn Class 2 yu cu mt s kim chng v a ch vt l ca doanh nghip,
thc hin iu ny cc cng ty cung cp chng nhn s tham kho c s d liu ca
Equifax hoc Experian trong trng hp l mt ngi dng cui v Dun&Bradstreet
trong trng hp l mt doanh nghip. Qu trnh ny ging nh l mt th tn dng.
Mc cao nht ca mt giy chng nhn s ho c gi l chng nhn Class 3. C th
xem n nh l mt giy php li xe. nhn c n doanh nghip phi chng minh
chnh xc mnh l ai v phi l ngi chu trch nhim. Cc giy php li xe tht c nh
ca ngi s hu v c in vi cc cng ngh c bit trnh b lm gi.
Cc giy chng nhn Class 3 hin cha c cho hng, tuy nhin cc cng ty hot ng
trong lnh vc an ton v bo mt mng tng ra vic s dng n trong tng lai
gn cho cc vn quan trng nh vic m phn thu bt ng sn qua WEB hoc vay
vn trc tuyn. N cng c th c s dng nh l cc chng nhn nh danh hp php
h tr vic phn pht cc bn ghi tn dng hoc chuyn cc ti liu ca to n. Hin ti
cc biu mu thu nhn thng tin thanh ton trn WEB thng t chng nhn an ton v
bo mt Class 1, nhng hin ti mt s ca hng trn WEB cng t mc an ton v
bo mt Class 2 v khch hng cng bt u nhn c chng thng qua mt cng
ngh c gi l SET.

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Mt s giao thc bo mt thng dng

C ch bo mt SSL (Secure Socket Layer)
V mt l thuyt rt nhiu cng ty c th ng vai tr nh mt c quan chng thc
thm quyn. VeriSign Inc (www.verisign.com), l cng ty cung cp dch v v chng
thc s dn u ti M. Cng ty ny s dng bn quyn v cng ngh t RSA Inc.
(www.rsa.com). RSA gi ng k sng ch v cng ngh m kho ring/cng cng c
gii thiu vo nm 1976 caWhitfield Diffie v Martin Hellman v n c chuyn giao
cho VeriSign vo nm 1995 cho d cc cng ty khc cng gi quyn s dng n. bo
mt, doanh nghip phi mua mt kho ring t VeriSign thu ph 349 USD/ nm cho mt
WEB site thng mi vi mt kho bo mt nh vy v ph bo dng hng nm l
249 USD, doanh nghip c th mua thm kho bo mt vi mc gi tng ng.
Sau khi my ch nhn c mt kho m bo mt, vic tip nhn mt n t hng tr
nn n gin. "im ni bt ca SSL ta c th ngay lp tc to mt trang HTML vi
cc biu mu khch hng cung cp thng tin v h trong lc giao dch, v m bo
rng cc thng tin ny c bo mt v m ho khi c gi i trn Internet" .
Sau khi cc thng tin m khch hng nhp vo cc biu mu trn trang WEB hin th
trn trnh duyt ca h c m ho vi SSL n c gi i trn Internet mt cch an
ton. Trong thc t khi ngi s dng truy nhp vo cc trang WEB c h tr bi
SSL, h s thy mt biu tng nh mt chic kho thanh cng c bn di chng
trnh
C ch bo mt SET
Tiu chun bo mt mi nht trong thng mi in t l SET vit tt ca Secure
Electronic Transaction-Giao dch in t an ton, c pht trin bi mt tp on cc

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cng ty th tn dng ln nh Visa, MasterCard v American Express, cng nh cc nh

bng, cc cng ty bn hng trn mng v cc cng ty thng mi khc. SET c lin quan
vi SSL do n cng s dng cc kho cng cng v kho ring vi kho ring c
gi bi mt c quan chng nhn thm quyn. Khng ging nh SSL, SET t cc kho
ring trong tay ca c ngi mua v ngi bn trong mt giao dch. iu c ngha
l mt ngi s dng thng thng cn cc kho ring ca h v cn phi ng k cc
kho ny cng ging nh cc my ch phi lm. Di y l cch m h thng ny lm
vic. Khi mt giao dch SET c xc nhn quyn s dng, m kho ring ca ngi s
dng s thc hin chc nng ging nh mt ch k s, chng minh cho ngi bn
v tnh xc thc ca yu cu giao dch t pha ngi mua v cc mng thanh ton cng
cng. Trong thc t n ging nh l vic k vo t giy thanh ton trong nh hng. Ch
k s chng minh l ta n tht trong mn chnh v chp nhn ho n. Do ngi mua
khng th thot ra khi mt giao dch SET, khiu ni v vic h khng mua hng nn
cc giao dch SET theo l thuyt s chy qua cc h thng thanh ton ging nh ta mua
hng thit b u cui ti cc ca hng bch ha thc.

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Bi 7: Cc doanh nghip Vit Nam v

TMT
Cc doanh nghip Vit Nam v TMT
Thi c v thch thc
Doanh nghip Vit Nam a s l doanh nghip va v nh nn TMT s l cu ni gip
m rng th trng, tham gia hi nhp tch cc. Vi mt chi ph rt thp, kh thi, bt c
mt doanh nghip Vit Nam no cng c th nhanh chng tham gia TMT em li
c hi kinh doanh cho doanh nghip.
TMT Vit Nam ang trong qu trnh pht trin. S ngi tham gia truy cp internet
cn thp nn cha to c mt th trng ni a. Mt khc cc c s pht trin
TMT Vit Nam cn cha hon thin: h tng vin thng cha mnh v cc ph
cn t, h tng php l cn ang xy dng, h thng thanh ton in t cha pht trin.
Tt c iu l nhng ro cn cho pht trin TMT.
Vit Nam ang trong qu trnh tch cc hi nhp vo kinh t khu vc v th gii. D
mun hay khng cc doanh nghip cng phi i mt vi s cnh tranh quyt lit khng
ch trong nc v th trng quc t. Cc doanh nghip nc ngoi, mnh v vn, cng
ngh v kinh nghim s thng qua TMT i vo th trng Vit Nam, cnh tranh vi
cc doanh nghip Vit Nam.
V vy d mun hay khng cc doanh nghip Vit Nam phi chp nhn v tham gia
thng mi in t. Khng nn ngh tham gia TMT l phi mua bn hng ho v dch
v. Thc t c th tham gia TMT nhiu cp khc nhau. Doanh nghip Vit Nam
ngay t by gi c th tham gia TMT :
o Gii thiu hng ho v sn phm ca mnh
o Tm hiu th trng: nghin cu th trng, m rng th trng
o Xy dng quan h trc tuyn vi khch hng
o M knh tip th trc tuyn
o Tm i tc cung cp nguyn vt liu nhp khu
o Tm c hi xut khu

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Qu trnh tham gia TMT l qu trnh doanh nghip tng bc chun b ngun lc v
kinh nghim. Nu khng bt tay vo tham gia TMT th s b l mt hnh thc kinh
doanh qua mng, s l hnh thc ph bin trong th k ny.
Vn kh khn nht i vi doanh nghip khi trin khai TMT l ngun lc. l
cn b am hiu CNTT, kinh doanh trc tuyn. Tuy nhin nu khng bt u t by gi
th cng s khng bao gi tip cn c.

Nh nc ta ang h tr cc doanh nghip tip cn TMT

Nh nc ta rt quan tm n vic pht trin internet v cc ng dng nhm to iu
kin cho cc doanh nghip chp nhn v tham gia TMT. Mt s chnh sch ca nh
nc tp trung vo cc vn sau:
- Pht trin c s h tng cng ngh thng tin v vin thng, y mnh hc tp v ng
dng internet trong nh trng, cc vng nng thn, trong thanh nin
- Pht trin ngun nhn lc v cng ngh thng tin, ng dng cng ngh thng tin cc
mc khc nhau
- Xy dng chnh ph in t, ci cch hnh chnh tng bc ng dng cng ngh
thng tin trong qun l, iu hnh v giao tip vi ngi dn
- Xy dng hnh lang php l cho cc giao dch TMT
- Pht trin h thng thanh ton dng th
- Xy dng cc d n im, cc cng thng tin cc doanh nghip tng bc tip cn
n TMT
- Tng cng hp tc quc t v khu vc to s thng thong cho hng ho v dch
v

Cc bc cn lm chp nhn v tham gia TMT ca cc doanh nghip

Vit Nam
Vic tm ra con ng tip cn v pht trin TMT ca mi doanh nghip l bi ton c
th ph thuc vo nhiu yu t chin lc kinh doanh, ngun lc, chng loi mt hng,
th trng truyn thng ca doanh nghip. Tuy nhin trn c s nghin cu v TMT
v thc trng pht trin TMT Vit Nam c th a ra mt quy trnh tng qut cho
cc doanh nghip tip cn v pht trin TMT mt cch hiu qu nht.

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Xy dng k hoch tip cn v pht trin TMT

Doanh nghip phi xy dng cho mnh chin lc tham gia TMT, phi phn tch hot
ng kinh doanh ca mnh, xc nh mc ch v mc tiu, phn khc th trung v
khch hng mc tiu, xc nh m hnh kinh doanh v chin luc thc hin, sau mi
lm k hoch trin khai thc hin TMT.
Doanh nghip phi nghin cu th trng TMT trong ngnh hng ho dch v ca
mnh: i tng khch hng tim nng trn mng; mt hng ho, dch v no thch hp;
Phn tch th trng TMT ca ngnh hng mnh trong nc cng nh ngoi nc hin
ti v trong tng lai. Mi doanh nghip cn phn loi hai th trng th trng u vo
l cc nguyn liu, cng ngh, my mc phc v sn xut v kinh doanh. Th trng u
ra l sn phm hng ho hay dch v ca doanh nghip s nhm vo i tng khch
hng no, d bo tng trng trong thi gian ti nh th no
Nghin cu th trng bao gm c nghin cu i th cnh tranh ca doanh nghip.
S c mt ca h trn mng, trnh cng ngh sn xut ra sn phm, phng n kinh
doanh v k hoch tip th ca h, hng u t ca h v.v. T vic nghin cu th
trng s gip doanh nghip xc nh li th cnh tranh ca mnh lm c s cho vic
xc nh cc bc i c th cho tham gia TMT.
Doanh nghip cn xc nh mc ch tham gia TMT trong tng giai on: thm d
knh kinh doanh qua mng, nng cao nhn thc hiu bit v TMT, cung cp cho khch
hng hiu bit v cc sn phm, dch v v hot ng ca doanh nghip, duy tr s hin
din thng hiu trn mng, xy dng v duy tr mi quan h vi khch; thc hnh
marketing trc tuyn, bn hng qua mng v t hng cng nh thanh ton qua mng;
cui cng l o to nhn lc, ci tin c cu qun l cho ph hp vi mi trng kinh
doanh mi TMT.
Trong tng giai on doanh nghip phi xc nh cc mc tiu c th: hun luyn o
to, s hin din, gim chi ph tip th, m rng th trng, doanh s bn hng, quan h
trc tuyn khch hng. V khch hng mc tiu, phi xc nh cc c trng ca khch
hng, khch hng l c nhn ngi tiu dng hay doanh nghip t xc nh m hnh
kinh doanh thch hp: B2B hay B2C.
Cc doanh nghip Vit Nam tip cn TMT thng khng bi bn nn hiu qu v
kh nng pht huy ca n b hn ch. a s doanh nghip khng nhn thc y v
TMT, kh nng v hn ch ca n trong hon cnh Vit Nam. C Doanh nghip
coi TMT n thun ch l cc tin b trong cng ngh thng tin hay xem TMT ch
l lm web dui dng catalogue in t. Hiu n gin tham gia TMT ch l vic m
trang web trn mng, Khng xc dnh r rng mc dch, mc tiu v chin luc pht
trin TMT cho doanh nghip. u t TMT ch tp trung vo mua sm thit b m

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khng ch y cc yu t nh nhn lc, t chc xy dng duy tr mi quan h vi

khch hng v vn ti c cu doanh nghip
M trang web ca doanh nghip
Website l mt ca hng trc tuyn trn mng ca doanh nghip. Trn mt website ca
doanh nghip c th c nhiu trang web, mi trang web nh l mt quy hng cho bn
cc loi dch v khc nhau. Trang u gi l trang ch (homepage). Khi tham gia TMT
doanh nghip tt yu phi tin hnh xy dng cho mnh website, tc l m ca hng
trc tuyn trn mng.
Vn u tin ca doanh nghip l thit k cc trang web ca mnh. Vic thit k phi
th hin r chin lc tip th, chin lc sn phm v chin lc xy dng thng hiu
ca doanh nghip.
Trang web phi th hin ni bt cc hng ho, dch v ca doanh nghip. Cc trang web
phi c t chc cht ch, n gin v d s dng. Cu ch trn trang web phi ngn
gn, r rng v thu ht ngi c. Trong mi trang web phi c kh nng lin h vi
nhau ngi c c th xem i xem li khi cn.
S dng hnh nh trong trang web l rt quan trng nhng phi ph hp vi kh nng
ng truyn. Vit Nam, tc ng truyn chm nn hnh nh nn nh, hnh v
nhiu hn nh chp, trnh cho khch phi i lu. C th dng mu lm ni bt cc
ch. Hn ch dng qu nhiu hnh nh ng lm ngi c mt tp trung vo ni dung
chnh. Nn cung cp ti liu min ph gii thiu cc sn phm ca mnh khch hng
quan tm c th ti (download) xung. Mu sc, hnh nh trang tr ph thuc vo sn
phm, khch hng tim nng ca sn phm.
Trang web phi th hin c cho khch hng thy r li ch ca sn phm v dch v
khi h mua hng, khch hng thy c cch mua hng v thi gian nhn c hng
v.v.
Sau khi thit k cc trang web, doanh nghip c th s dng dch v cho thu my ch
(webhosting) ca cc doanh nghip cung cp dch v internet. Nu doanh nghip c
iu kin th c th t ring mt my ch ca mnh. a s cc doanh nghip Vit Nam
s dng dch v webhosting a trang web ln mng.
Nh trn ni, xy dng trang web l t chc mt ca hng trc tuyn, y mi ch
l bt u ca qu trnh kinh doanh TMT. Vn tip sau l duy tr v pht trin ca
hng trc tuyn nh th no doanh nghip t c thnh cng li l mt vn
khc.

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Hin nay Vit Nam c khong 3000 doanh nghip m trang web trn mng. Con s
ny thc ra rt nh b so vi tng s hn 70.000 doanh nghip ang hot ng. a s
doanh nghip ch dng li vic m trang web, rt t cc doanh nghip quan tm n
marketing trc tuyn ngoi tr mt s doanh nghip kinh doanh v CNTT. iu ny
chng t cc doanh nghip nhn thc v bc vo TMT khng bi bn, m trang web
l mt vic nhng duy tr v pht trin trang web li l mt vic kh hn.
Tip th trc tuyn trong TMT
Khi c mt website, doanh nghip c mt hnh nh, mt s hin din trn ca
mnh trn mng. Doanh nghip phi coi website nh l mt mt cng c tip th trc
tuyn. N gip doanh nghip t c mc tiu: gip khch hng tm n qua mng;
thuyt phc khch hng v cc sn phm hay dch v ca mnh; bn cc sn phm v
dch v trc tuyn; chia s nhng thng tin th trng; d dng tm kim i tc trn
mng.
Mt Website n gin nht l c mt trang web, thng gi l trang ch thng tin
v doanh nghip. Trn trang Web nn gm cc thng tin: a ch trang Web ca cng
ty; a ch bu in ca cng ty, in thoi, fax, e-mail ca cng ty. Khi tin hnh
marketing trc tuyn, doanh nghip phi u t, m rng Website, bin n thnh cng
c marketing trc tuyn. Website gy c ch , thuyt phc, dn dt khch hng gip
xy dng lng tin v lp quyt nh cho cc bc tip theo: mua trc tuyn sn phm v
dch v ca doanh nghip. c im ca marketing trc tuyn l mi quan h trc tip
vi khch hng, p ng n cc yu cu hay gii p n tng khch hng, n khng
phi l marketing chung chung.
Doanh nghip c th s dng mu sc, ho, cc bc nh v mt s li vn c ng,
xc tch din t uc cc im then cht v doanh nghip: sn phm v dch v m
doanh nghip cung cp; doanh nghip nh hng vo loi khch hng no; gii php so
vi i th cnh tranh; dch v sau bn v hng pht trin ca sn phm.
Nh vy duy tr v pht trin website i hi xy dng mt chin lc tip th, chin
lc sn phm v cc nghin cu iu tra th trng nghim tc. Vn khng phi
l vn ca CNTT m chnh ca vic kinh doanh thng mi. S khc nhau y l
mi trng kinh doanh trn mng v CNTT l cng c thc hin cc tng sng
to ca kinh doanh.
Th mnh ca tip th trc tuyn l mi quan h trc tip vi tng khch hng. Do vy,
trong kinh doanh TMT doanh nghip phi x l chu o mi quan h vi khch hng,
tho mn n tng chi tit yu cu ca khch, t vn cho khch hng gip h thy r li
ch khi quyt nh mua sn phm. Cc doanh nghip phi xy dng c s d liu khch

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hng, cung cp cc dch v t vn min ph cho khch hng, x l kin ca tng khch
hng cng c mi quan h vi khch hng. y l th mnh ca TMT m doanh
nghip phi bit nm c hi.
Cc doanh nghip hin nay a s cha nhn thc v TMT v tip th trc tuyn m
TMT em li, a s ch dng li mt trang web coi nh mt s hin din ca mnh
trn mng. pht huy hiu qu ca TMT cc doanh nghip phi bit tin hnh tip
th trc tuyn thu ht khch hng, phc v khch hng hon ho hn
K hoch pht chuyn hng trong TMT
Khi trin khai TMT, doanh nghip phi tnh n gii php chuyn pht hng cho khch
hng. TMT cho php doanh nghip hot ng trn phm vi rng, k hoch pht chuyn
hng phi c xy dng theo tng khu vc lnh th, k hoach xy dng h thng kho
hng v qun l h thng kho hng mt cch ti u. Vn ny s phi tnh ton da
trn quy m doanh nghip, chng loi mt hng.
i vi a s doanh nghip va v nh, k hoch pht chuyn hng trong phm vi thnh
ph c tr s c th doanh nghip t xy dng v trin khai. i vi khch hng vut
qu bn knh hot ng ca mng li doanh nghip th vic pht chuyn phi da trn
doanh nghip lm dch v chuyn pht nh bu chnh. Khi xy dng k hoch pht
chuyn, yu t thi gian l yu t quan trng nht. Bn cnh , phi tnh n cc yu t
an ton, tin cy v chi ph r gi thnh ca sn phm mua qua mng khng vt qu
mc cho php.
l gii php m Nh Sch Tin Phong v Nh Khch Minh Khai la chn giao
hng. H thng bu chnh hin nay cha cho php thc hin ch COD, nn thi gian
gi hng phi tnh t khi khch gi tin n khi khch nhn c hng. H thng thu
hin nay cha cho php cc doanh nghip trin khai dch v cho khch dng th, cha
chp nhn chuyn giao ni b nu doanh nghip khng c t cch php nhn trn a
bn. iu ny hn ch cho TMT pht trin mnh.
La chn phng n thanh ton in t
Thanh ton l khu quan trng nht trong vic trin khai TMT. C nhiu phng n
thanh ton m doanh nghip phi la chn. Phng n thanh ton ph thuc khng ch
vo doanh nghip m cn ph thuc vo kh nng cung cp dch v ca cc ngn hng.
Khi tham gia TMT doanh nghip phi bit la chn hnh thc thanh ton v d kin
cc phng n thanh ton c th: thanh ton bng tin mt; thanh ton bng th tn dng
hay chuyn dng; thanh ton tin in t; thanh ton chuyn tin; thanh ton quc t.
Trn c s xc nh cc hnh thc thanh ton, doanh nghip phi thng nht vi Ngn
Hng quy trnh thanh ton. Trnh pht trin cng ngh thanh ton ca Ngn Hng nh
hng trc tip n quy trnh thanh ton ca doanh nghip.

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i vi cc doanh nghip Vit Nam, khi la chn hnh thc thanh ton da trn phn
loi khch hng l trong nc v quc t v bn cht giao dch B2B hay B2C. i vi
khch hng trong nc, vi trnh cng ngh thanh ton ca Ngn hng hin nay,
doanh nghip c th la chn hai hnh thc thanh ton cho c B2C v B2B:
- Thanh ton bng tin mt v thanh ton ngay khi giao hng (COD), hnh thc ny dnh
cho khc hng nm gn khu vc ca doanh nghip (trong thnh ph), doanh nghip s
dng ngay mng li bn hng ca mnh. Khi giao hng, nhn vin ca doanh nghip
thu tin ngay. y chnh l hnh thc m Nh Sch Tin Phong v Minh Khai la
chn.
- Thanh ton qua Ngn Hng, khch hng c th dng th tn dng hay th chuyn tin,
sc chuyn khon gi n doanh nghip sau doanh nghip giao hng cho khch. Hnh
thc ny dng cho khch xa, doanh nghip phi gi qua Bu in.
i vi khch hng ngoi nc, doanh nghip phi lm vic c th vi Ngn Hng v
c th ch dn c th cho khch hng. Khch hng mua (B2C) c th thanh ton bng
th tn dng hoc chuyn khon vo ti khon ngoi t ca doanh nghip, sau doanh
nghip gi hng t cho khch. i vi giao dch B2B th quy trnh thanh ton hin
nay vn phi theo phng thc truyn thng. Cc Ngn Hng Vit Nam cha c cng
ngh cho php cc doanh nghip thc hin thanh ton in t EDI cho khch.
Nh vy la chn hnh thc thanh ton trong TMT, doanh nghip phi la chn
Ngn Hng c kh nng u t cng ngh thanh ton tin tin gip doanh nghip m
rng kh nng thanh ton trong tng lai.
La chn phng n an ton v bo mt trn mng
Vn an ninh, an ton trn mng l mt vn quan trng m doanh nghip phi tnh
n khi xy dng phng n TMT cho doanh nghip. An ninh, an ton y bao gm
bo v cc giao dch thng mi v tnh ring t ca ngi tiu dng. CNTT pht trin
ang ngy cng a ra cc phng n m bo tin cy v bo mt cao cho cc
giao dch TMT. Cc vn phi ch khi la chn vn ny:
- Vn an ton trc ht l vn an ton ca h thng my tnh, h thng c s
d liu phc v TMT phi c m bo hot ng tin cy, c phng n d phng,
chng mt in, chng virus, chng s truy cp bt hp php.
- Doanh nghip la chn nh cung cp cc gii php bo mt cho cc giao dch thng
mi trn mng ca doanh nghip, c bit l cc giao dch lin quan n thanh ton in
t. K thut bo mt ph thuc vo phng php m ho v di t kho cho php.

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- Vn an ninh, bo mt phi c ch ngay t khu t chc ca doanh nghip.

m bo ni b doanh nghip khng l danh sch khch hng, tnh ring t ca khch
hng ra bn ngoi, nh hng n uy tn ca doanh nghip.
- Thng xuyn gi mi quan h vi khch hng cng l mt bin php tng cng
kim tra cho, pht hin du hiu mt an ninh ca h thng t c bin php kp
thi.
Vn an ton bo mt l vn quyt nh n uy tn ca doanh nghip trong TMT.
Nu doanh nghip lm tt, uy tn ca doanh nghip vi khch hng tng, gp phn quan
trng vo thnh cng ca doanh nghip trong TMT
Xy dng, pht trin v duy tr website ca doanh nghip
Khi doanh nghip a m trang web trn mng tc l m mt ca hng trn mng
bt u tham gia TMT. a ra trang web kh, nhng duy tr trang web cn kh
hn. pht trin TMT, doanh nghip phi c bin php duy tr, cng c v pht trin
trang web.
Duy tr trang web l duy tr mt knh tip th trc tuyn vi khch hng trn mng.
Doanh nghip phi c k hoch u t nhn lc pht trin mt knh tip th trc
tuyn trn mng nh l mt trong cc knh tip th nu khng ni l phi c ch c
bit.
Qu trnh ny i hi phi tin hnh nghin cu th trng, xy dng k hoch tip th,
chin lc sn phm, k hoach tip th v.v , thay i v m rng thit k trang web
uy tn ca a ch trang web ca doanh nghip ngy cng nng cao trong th gii mng.
Mt khu rt quan trng trong tip th trc tuyn l duy tr, cng c v pht trin mi
quan h trc tuyn vi khch hng. Doanh nghip phi gia mi quan h cht ch vi
khch hng, t vn thng xuyn cho khch hng thng qua cc n phm in t, trao
i th in t. Doanh nghip phi thng xuyn t vn tiu dng cho khch hng v
khi khch hng mua hng, phi lm tt dch v sau bn.
Khi pht trin trang web bn hng trc tuyn, doanh nghip phi xy dng v duy
tr h thng c s d liu hng ho phc v khch hng. Tc l cng tc tin hc ho
qu trnh qun tr doanh nghip phi i trc mt bc. Cc h thng qun l kho, giao
hng phi c t ng ho, ni mng t chc bn hng t ng qua trang web.
Cng vic trn l cng vic ca mt qu trnh kinh doanh. N i hi c t chc, c k
hoch, c phng php. Tham gia TMT khng ch l m trang web, m l vic lm
th no duy tr v pht trin n.

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Ti c cu li cng ty trn c s pht trin TMT

Hot ng ca TMT n mt lc no s tc ng li c cu t chc qun l doanh
nghip. N s i hi doanh nghip phi ti c cu li t chc cho ph hp vi nhu cu
thc t. Cu hi t ra b phn kinh doanh TMT t u l hp l trong qu trnh
pht trin kinh doanh TMT. Kh c mt li gii ng cho mi trng hp v n ph
thuc vo nhiu yu t, c bit l ngun lc ca mi doanh nghip. Ni chung, c th
chia TMT ra lm hai giai on: giai on chun b v giai on kinh doanh. Trong giai
on u, b phn pht trin TMT c th nm trong phng my tnh, phng k hoch,
phng kinh doanh hay trc tip do Gim c ch o. Giai on u cn s u t ban
u v s ch o trc tip, cn nhn lc am hiu cng ngh mi. Giai on sau, khi
bc vo kinh doanh, TMT l mt knh bn hng mi nn vic giao cho b phn kinh
doanh s thun li hn c. T n c duy tr v trin khai vi cc phng php v
k thut kinh doanh trc tuyn.
Hot ng TMT s i hi tin hc ho doanh nghip v h thng bn hng, kho hng,
yu cu khch hng trc tuyn s c chuyn thng n cc khu sn xut, cung ng,
giao vn. Khi s lng giao dch ln n s tc ng n t chc qun tr kinh doanh,
c th c b phn chuyn kinh doanh TMT. Mi quan h trong cc b phn cng ty
ng nhin cng phi c tin hc ho c th p ng nhanh cc yu cu ca khch.
Trong doanh nghip s hnh thnh i ng chuyn CNTT duy tr v pht trin h
thng bn hng qua mng, b phn kinh doanh trc tuyn tp trung vo vn tip th,
theo di khch hng, t vn khch hng, cc b phn bn, thu tin v giao hng c th
khng thay i, nhng phi c b xung cng ngh cho ph hp Khi hot ng qun
tr bn hng ca doanh nghip c tin hc ho, th nng cao hiu qu, doanh
nghip phi ti c cu li cc b phn ca doanh nghip p ng vi tnh hnh mi
do TMT em li.
Qu trnh p dng TMT, chnh l qu trnh i mi doanh nghip tip nhn, thch
nghi v pht trin cng ngh kinh doanh TMT, mt hnh thc kinh doanh ch yu
trong x hi thng tin sau ny .

Xy dng k hoch kinh doanh TMT

Nhng vic nn lm khi son tho k hoch kinh doanh cho kinh doanh TMT
- Nn s dng kin t vn khi son tho k hoch kinh doanh - mt s doanh nghip
chuyn sang kinh doanh TMT l nhng khu vc hon ton mi nn s gp kh khn
nu khng tham kho kin tt ca cc nh chuyn mn.
- Lnh o doanh nghip phi tham gia thc s vo chuyn i sang kinh doanh TMT.
T yu cu cc b phn ca doanh nghip phi tip cn kinh doanh TMT

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- C k hoch Nghin cu th trng. K hoch kinh doanh tt bao gi cng gm c

phn nghin cu th trng ng n, chi tit, hp l. Nghin cu th trng trc tuyn
cho php d tm kim hn cc u mi kinh doanh, cc c hi xut nhp khu, cc k
thut marketing trc tuyn, cc iu kin a l, dn c, chnh tr ca cc nc trn th
giiv nhiu loi thng tin khc. K thut nghin cu th trng qua mng v thc cht
khng c g khc bit so vi k thut nghin cu th trng thng thng. Nhn chung,
nghin cu th trng trn mng cho kt qu nhanh hn, v thng tin chung trn mng
nhiu hn, kh nng thu thp thng tin c th cng cao hn.
- Phn tch kt qu nghin cu th trng. Vic phn tch chi tit v khch quan cho
php khng nh loi sn phm, dch v no c kh nng thnh cng trong th trng.
Phn tch kt qu cn phi gn vi cc qu trnh ra quyt nh.
- Xc nh lung xut - nhp khu cho cc nhm hng v th trng. Cn xc nh nhu
cu xut nhp khu ca mt s nc, c bit l nhu cu v kh nng xut nhp khu v
cc loi sn phm no . Nn s dng mt cch hp l cc k thut trc tuyn xc
nh xem mt sn phm ca mnh, nu mang bn ti mt ni no th c th cnh tranh
c khng, hoc nu nhp mt loi hng no , th c th bn nhanh ti th trng
trong nc hay khng.
- Xc nh gi xut, nhp khu hp l: nh gi sn phm l bc quan trng c nh
hng ln ti cc yu t ti chnh trong chin lc kinh doanh TMT. Mt s nh xut
khu ln u hoc khng thng xuyn thng b qua cc yu t gi bt thng khi
hng c bn ti nc ngoi. Ni chung, nh gi nn lm cho tm 3 5 nm i vi
hu ht mt hng d kin.
Xem xt chi ph, chng ta cn xem xt cho cc chi ph cho cc khu sau:
Thit k Web, B xung, sa i Web theo k
X l th tn giao dch , n t hng, Marketing trn mng, Tnh ton ch tiu
thng k, Tnh ton hoa hng bn hng
Chi ph trung chuyn hng, Chi ph ti chnh, T l hoa hng
Chi ph x l th tn dng (L/C), Cc iu kin tn dng, Lch thanh ton
Ph bao b xut khu, Ph vn chuyn ni a, Ph bc hng ti cng, Ph bo
him, Ph dch thut ti liu
Ph lu kho, Chi ph dch v sau bn hng, Chi ph i hng h hng...
Bit cch khch hng quyt nh mua, bn. Cn bit v hnh vi ra quyt nh
ca khch hng khi tin hng mua, bn trn mng, nhng ngi c k
hoch kinh doanh nhn bit c rng ngi vit k hoch kinh doanh u
t c th hiu bit v khch hng tim nng nc ngoi.
Ch trng marketing. Nhiu cng ty khi mi bc vo kinh doanh TMT u
t ra th ng nhiu hn l tch cc - h bn c hng phn nhiu do cc cng
ty nc ngoi lin h vi h, ch h cha tch cc giao tip tm khch hng.
iu lu quan trng l ln mng khng c ngha l b qun cc knh thng

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thng (catalog hng a phng, cc hi ch, trin lm, cc hip hi thng

mi).
Kim tra tin cy ca khch hng. Trc khi tha thun mua, bn cn kim
tra cht lng v tin cy ca khch hng. Ni chung, khng nn kin to cc
quan h lm n vi cc cng ty tn tui cha c bit n, nht l trong nhng
trng hp m ta khng kim tra c. Nu cn, c th bn hng nhn thanh
ton th tn dng thng qua trung gian chc chn.
Chn cc cch phn phi. Nhiu cng ty mc sai lm l ch s dng cc
knh in t giao dch quc t. Ngc li, mt trang Web tt cho php mt
doanh nghip nh c kh nng kim sot tt cc cng vic ti chnh, marketing,
tng trng. .. do tn dng mi kh nng ca Web t hiu qu cao nn
to cc i l kinh doanh TMT, nh mt cng ty qun l kinh doanh TMT
tin hnh rao bn sn phm, dng cc hp ng lin doanh, i l, i din
Nh xut khu c th tn dng kinh nghim v cc mi lin h m i tc mang
n cho h.
Son tho k hoch kinh doanh in t
Son k hoch kinh doanh T i hi doanh nghip phi thn trng v ginh cng sc
thch hp cho vic ny. Trc ht, phi xc nh chin lc TMT tc l nhm vo
mc tiu u t kinh doanh lu di; hn l u t ngn. K hoch kinh doanh l khu
quan trng khng th b qua i vi mt doanh nghip. K hoch kinh doanh TMT
khng i hi phi c hnh thc khc vi k hoch kinh doanh thng thng. Tuy vy,
k hoch ny cng cn nu cc nt ring v:
c trng ca mi trng kinh doanh trc tuyn khc mi trng khc v cnh
tranh, thit k sn phm, dch v, qung co, mua bn v vai tr gi tr gia tng
ca thng tin i vi mi qu trnh v khu kinh doanh trn mng.
Nng lc k thut v thng mi cho vic trin khai kinh doanh TMT ti mi
trng kinh doanh, nhn mnh kin thc v loi mi trng ny
Sn sng v sn phm v dch v thch hp cho kinh doanh TMT. Trc khi
son tho chi tit v hon thnh k hoch kinh doanh chng ta nn xem xt cn
thn cc vn sau:
Qun l: Nn phn tch k lng tt c cc nhn t v thc tin ca doanh nghip
m chc rng quyt nh v vic chuyn sang kinh doanh TMT s c s ng h
tch cc ca mi cp qun l trong doanh nghip. Son chi tit mt k hoch hnh ng
trong c s phn cng c th ai lm vic g. Nhn lc v o to: Vic u tin l phi
gn kt Internet vo hot ng doanh nghip. Giao trch nhim c th cho cc nhm
cng tc xy dng c s k thut cho kinh doanh TMT (thit k h thng, ni dung,
vit chng trnh, to Web, b xung ni dung v hnh thc, bo tr k thut, xc tin,
quan h khch hng, tr li yu cu khch hng, hp ng v giao hng, dch v...).

79/130

Mt k hoch kinh doanh tt phi xc nh hp l tim nng ca vic bn sn phm,

dch v trn th trng in t, xc nh c ln u t cn cho vic to dng, duy
tr v t tng trng trong khu vc kinh doanh. K hoch kinh doanh cng cn a ra
cc ch tiu nh gi c th, cc d kin thu nhp, hon vn v ch tiu ti chnh khc.
Cc phn c bn ca mt k hoch kinh doanh TMT:
Tm tt k hoch. y l phn quan trng rt cn thit cho k hoch kinh doanh, ch nn
vit sau khi hon thnh bn thn k hoch. Cc nh u t v ngn hng phn nhiu
ch c phn ny, do n phi c vit tht r rng, ngn gn, chnh xc, cun ht,
nu bt cc vn cn thit ca k hoch. Hy nu bt nhng im mnh v thnh cng
ca mnh, v d mnh hn cc i th cnh tranh nh th no khi mnh ln mng, mnh
c nhng ngun lc g c bit...
Mc tiu. Xc nh cc mc tiu di hn, trnh by r v sao kinh doanh TMT li c
s dng t ti cc mc tiu .
nh hng kinh doanh trn mng. Nu nhng loi sn phm, dch v, gii php m
doanh nghip s kinh doanh thnh cng trn mng, gii thch tai sao doanh nghip s
thnh cng trn mng...
Cc tiu chun nh gi. Gm s khch tham quan trang Web ca mnh trong mt thng,
s trang c khch xem, t l s khch quay li trong thng, s lng giao tip, loi
giao tip, kt qu giao tip, s giao dch, s lng cc n t hng, lng bn qua mng
hoc lin quan ti mng...
Xc tin thng mi. Lm g v lm th no xc tin, khuyn khch Website ca
mnh
Phn tch th trng. C hi th trng cho kinh doanh TMT ca doanh nghip l g,
lm sao c th mau chng to ch ng v li th trong
Tnh hnh cnh tranh. Phn tch c th v cng rng cng tt v tnh hnh cnh tranh hin
nay v kinh doanh TMT . Cn xc nh ngay trnh v kh nng cnh tranh ca bn
thn doanh nghip mnh. Nu danh sch nhng Website mnh v yu nht ang cnh
tranh vi doanh nghip mnh, nu d on v th phn cho tng i th cnh tranh, cc
mt mnh, yu, c hi, nguy c ca h. Xu th pht trin ca th trng l g?...
Khch hng c th. Bc tranh r nt v dn c v x hi hc ca cc nhm khch hng
m doanh nghip nh nhm ti? Ti sao doanh nghip li tin tng rng s c khch
mua hng ha, dch v.. ca mnh qua mng?

80/130

Nghin cu nhm mu. Trnh by kt qu nghin cu nhm mu trong th trng nh

hng ca mnh, nu cc phn hi c th v phn tch hnh vi tng th v chi tit ca
nhm ny c hnh dung tt hn v khch hng v th trng.
nh gi ri ro. D liu c th v khu vc th trng v kt qu ca doanh nghip trong
ba hoc nm nm ti, c trn mng v bn ngoi mng
Chin lc marketing.
Ni dung. Xc nh nhng phn ni dung no c a ln trang Web phc v trc tip
v gin tip cc hot ng kinh doanh TMT
Qung co. Cn ch mi yu t tr thnh tiu chun quc t v nhn hiu, thng
hiu, ng gi, ting nc ngoi, quan h khch hng, cc qung co lin quan ti cc
vn vn ha ring v cc ro cn ngn ng
Quan h cng cng. Cn c chng trnh ph hp, lgc, c b xung theo nh k.
Nn to cc mng tin in t, vit bi cho cc bo v cc phng tin truyn thng, hp
bo, hi ngh khch hng, t chc tho lun trn mng...
Chin lc bn hng.
Gi li nhun. Thit k chi tit chin lc gi cho ton b hot ng bn hng, phn
phi v mua bn trn mng.
X l phiu t hng. t hng c tin hnh th no (qua in thoi, fax, th tn,
Internet)...? Thanh ton xy ra th no (qua in thoi, fax, th tn, Internet)...?
Phng php phn phi. nh ra tt c cc cch phn phi ra ngoi th no, khi no
nhn v gi cc lai phiu t hng v cc chng t khc nh th no?
Chin thut bn hng. Xc nh xem vic bn hng s xy ra ring trn mng hay s kt
hp vi cc cch bn hng thng thng khc?
Quan h kinh doanh. Nu k hoch v cc loi quan h i tc, i l, quc t... bao gm
cc nhn t a vn ha.
K hoch sn xut. Nu sn lng ban u ( k c vic vit phn mm), cc yu cu m
rng, pht trin, cc ngun lc, ni sn xut... l h qu ca vic p dng kinh doanh
TMT
K hoch ti chnh. Nn c th, thc tin v khim tn

81/130

Kinh ph cho 12 thng u. Thit k chi tit kinh ph cho nm u tin khi bt u bc
sang kinh doanh TMT, k c kinh ph d phng.
Tnh ton v dng tin mt. Tnh ton so snh dng tin mt v thu chi
K hoch nm nm. Nu bng tnh ton l - li ( Profit and Loss Ststement)
Bng cn i. Trnh by kh nng ti chnh, kh nng chi tr ng hn v v th tin mt
ca doanh nghip
Phn tch im ha vn. Nu s lng cc sn phm, dch v... cn bn t im ha
vn
Ngun vn v vic s dng vn. Nu ngun vn v cch s dng vn pht trin kinh
doanh, xut khu.
S dng ti sn. Li nhun v khon vay s c s dng th no?
Kt lun. Nu mt ln na cc mc tiu kinh doanh TMT , tng s vn cn dng, li
nhun d bo, lch trnh thc hin v cc ghi ch chung.
Ph lc. Bao gm tt c l lch ca tt c nhng ngi tham gia ch cht vo vic thc
hin k hoch ny. Cng cn c h s v cc khch hng chnh v tim nng, cc hp
ng quan trng, cc s liu iu tra th trng, cc bn v, cc vn bn php l, cc loi
hp ng, tha thun, cc tnh ton ti chnh cho k hoch ny.

82/130

Bi 8: Mt s lnh vc ng dng thng mi

in t
Mt s lnh vc ng dng thng mi in t
M u
Nm 2007, tnh hnh ng dng thng mi in t trong doanh nghip ni chung a c
nhiu tin b so vi nhng nm trc. Tuy nhin, tc chuyn bin v mc ng
dng gia cc ngnh, cc lnh vc khc nhau l khng ng nht. Do c th ca ngnh
kinh doanh, mt s ngnh trin khai ng dng thng mi in t nhanh v mnh hn
cc ngnh khc, c bit trong lnh vc dch v. Kt qu iu tra cho thy dch v du
lch, chng khon v bn l l ba lnh vc ni bt vi nhiu chuyn bin cng nh thnh
tu ng ghi nhn v ng dng thng mi in t trong nm 2007

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10 website TMT B2C tiu biu nm 2006- 2007 theo bnh chn ca TrustVn

Thnh tu ny cng phn no c phn nh qua kt qu xp hng website thng mi

in t uy tn TrustVn 2007, khi m 3 trong 10 website TMT B2C hng u ca nm
2007 c lin quan n lnh vc du lch, v 4 website khc l ca cc nh phn phi bn
l tng hp.
Tiu ch nh gi website thng mi in t uy tn ca TrustVn
gip cc doanh nghip v ngi tiu dng tch cc tham gia thng mi in t
(TMT), t nm 2004, hng nm, V Th ng mi in t - B Th ng mi (nay l
Cc TMT v CNTT - B Cng Thng) thc hin chng trnh TrustVn - Website
thng mi in t uy tn.
Trong nm 2007, Chng trnh TrustVn a phi hp cng Hip hi Th ng mi in
t Vit Nam (Vecom) t chc nh gi v xp hng cc website TMT uy tn ti Vit
Nam. TrustVn 2007 c hng lot thay i quan trng nhm ph hp vi s pht trin
84/130

ca thng mi in t Vit Nam cng nh song hnh cng bc tin ca cc website

TMT. Nhng thay i th hin ngay trong tiu ch nh gi, phng thc nh gi
v i tng tham gia.
1. i tng tham gia vo TrustVn 2007 l cc website TMT ca Vit Nam do Chng
trnh la chn ra v tp trung vo loi hnh B2C (Doanh nghip bn hng cho ngi
tiu dng). y c coi l loi hnh TMT c s bt ph mnh m trong nm 2007 vi
hng lot nhng website tn tui c u t quy m, to c lng tin v em li hiu
qu cao cho doanh nghip cng nh ngi tiu dng. Tng s cc website B2C tham
gia TrustVn 2007 l 176.
2. B tiu ch nh gi nm 2007 a thay i hon ton so vi nm 2006. Tng s tiu
ch l 23 c phn b trong 12 nhm tiu ch ln. Th eo cc tiu ch ny, cc website
c nh gi chnh xc hn, ph hp hn vi cc thng l quc t. Mt s nhm tiu
ch ln l: 1) Thng tin nh danh thng nhn/ch website, 2) iu khon giao dch
gia 2 bn, 3) C ch r sot hp ng giao dch, 4) Bo v thng tin c nhn v quyn
li ngi tiu dng.
www.trustvn.gov.vn
Nu nh nm 2006, s pht trin ca loi hnh B2C tp trung vo cc ca hng trc
tuyn by bn a dng sn phm, th nm nay li c s tin phong ca cc website kinh
doanh chuyn ngnh nh vn ti, du lch, sch bo, thit b tin hc, v.v c bit mt
s website a hon thin c khu thanh ton trc tuyn nh www.pacificairlines.com.vn;
www.123mua.com.vn; www.travel.com.vn. Xu th ny cho thy s trng thnh nhanh
chng ca cc doanh nghip trong vic trin khai ng dng thng mi in t phc
v hot ng kinh doanh chuyn ngnh ca mnh.

ng dng thng mi in t trong lnh vc du lch

Lnh vc kinh doanh dch v oi hi cao v hm lng thng tin v mc tng tc
gia khch hng vi nh cung cp rt thch hp cho mi trng thng mi in t.
Cng vi tc tng trng nhanh ca th trng dch v ti Vit Nam, cc sn phm
dch v ngy cng xut hin nhiu hn trn mng.
So snh vi doanh nghip cc ngnh dch v khc, doanh nghip hot ng lnh vc
du lch t ra nng ng hn c trong vic khai thc ng dng thng mi in t. Hu
ht nhng doanh nghip kinh doanh dch v du lch, c bit l dch v l hnh quc
t, a xy dng trang web nhm qung b sn phm ca mnh. Cc tin ch trn website
c cung cp nhiu cp khc nhau. Mt s trang web cho php khch du lch t
v, a ra yu cu v l trnh, tha thun gi c, la chn khch sn v th hng mt
s dch v gi tr gia tng. Nhiu website chp nhn thanh ton qua th tn dng.

85/130

Nm 2007 nh du mc pht trin mi ca ng dng thng mi in t trong ngnh

du lch, vi s trin khai ng lot dch v v my bay in t ti hai hng hng khng
ln nht Vit Nam l Vietnam Airlines v Pacifi c Airlines. Khi h thng bn v in t
c a vo vn hnh i tr, cc cng ty du lch s c th d dng tch hp vic t v
my bay cho khch vo gi dch v cung cp trn website ca mnh. Mt quy trnh t
tour hon chnh t tm hiu thng tin, chn tuyn, mua v, t phng khch sn, tr tin
dch v gi y a c th tin hnh trc tuyn.
Dch v trc tuyn ca Cng ty du lch Vietravel
Thng 3/2007, Cng ty Du lch v Tip th giao thng vn ti Vietravel chnh thc a
vo vnhnh H thng bn tour du lch v tham kho thng tin du lch trc tuyn qua
trang web http://www.travel.com.vn/. Khi truy cp vo website, du khch d dng tm
kim c tt c nhng chng trnh tour mi, dch v hng khng, tu ha, phng
tin vn chuyn cho thu, khch sn, resort, nh hng, cc dch v gii tr Hin cng
ty c 1.500 tour du lch cho bn, trong hn 1.000 tour quc t. Khng ch nhm tha
mn nhu cu ca du khch trong nc, du khch Vit kiu v ngi ncngoi cng c
th t mua tour ngay ti cc nc m khng cn n tr s v chi nhnh ca Vietravel.
Du khch s t do la chn chng trnh tham quan yu thch v gi xc nhn ng k
tour theo hng dn trn trang web l c th an tm vi mt chuyn i a c chun b
t cng ty ny. Khi trin khai dch v trc tuyn trn website (E-tour), Vietravel khng
lm vic c lp m lin kt vi mt h thng cc nh cung cp dch v trong nc v
quc t. Th ng qua h thng E-tour, Vietravel s nhanh chng a cc sn phm, dch
v ln h thng t ch t ng du khch la chn v ng k c thun tin. Ngoi
ra, h thng tiu th ca Vietravel cng c mt tt c cc vng trong v ngoi nc.
Du khch c th n cc i l y quyn ng k dch v hoc ng k trc tuyn
qua website ca cng ty.
www.v nexpress.net/Vietnam/Xa-hoi/Du-lich/2007/03/3B9F46B7/
Cng vi vic pht trin cc website dch v l hnh, nhiu khch sn v nh hng cng
xy dng cho mnh website ring nhm qung b hnh nh v nhn t phng, t tic.
Hu nh tt c khch sn t tiu chun quc t t 3 sao tr ln Vit Nam hin u c
trang web, v nhiu khch sn nh cng bt u xy dng website ring ca mnh. Ngoi
ra, nhiu cng thng tin khch sn ni cung cp thng tin tng hp v cc khch sn
ti Vit Nam v cho php khch hng chn la, t phng trc tuyn cng a c trin
khai rt thnh cng. Bn cnh , vic cc khch sn Vit Nam c mt hu ht nhng
website ln ca th gii v dch v lin kt t phng (nh Travelocity, YahooTravel,
AsiaRooms, Tripadvisor, v.v...) cho thy doanh nghip Vit Nam a kh nhanh nhy
trong vic nm bt c hi khai thc cng c tip th trc tuyn hiu qu ny.

86/130

Mt s website cung cp thng tin tng hp v khch sn v dch v t phng ti

Vit Nam

vc chng khon
Th trng chng khon Vit Nam tng trng mnh m trong hai nm gn y, vi s
pht trin nhanh chng c v s lng thnh vin tham gia th trng v cc dch v
c cung cp. c th ca hot ng giao dch chng khon l da trn thng tin, do
cht lng cng nh tnh kp thi ca thng tin c ngha quan trng i vi thnh
cng ca mi giao dch, ng thi ng dng CNTT ng vai tr quyt nh i vi s
tn ti v pht trin ca cc t chc tham gia th trng. V vy, mc d l lnh vc dch
v cn kh non tr ti Vit Nam, nhng c th ni chng khon ang l mt trong nhng
lnh vc ng dng CNTT v TMT mnh nht hin nay

87/130

Cc thnh vin tham gia th trng chng khon

Bn cnh ng dng CNTT trong ni b mi t chc nhm m bo s lin kt cng nh
vn hnh thng sut ca ton b th trng, ng dng thng mi in t l cng c
chin lc nhm nng cao cht lng dch v cung cp n khch hng. ng dng ny
c th c trin khai nhiu cp , t mc n gin nh dch v tra cu thng tin
trc tuyn v th trng cho n mc phc tp hn nh t lnh giao dch trc tuyn.
Hu ht cc cng ty chng khon hin nay u a trin khai t nht mt loi hnh giao
dch in t trong gi dch v cung cp cho nh u t.
Cc ng dng thng mi in t trong giao dch chng khon

88/130

Cc dch v giao dch trc tuyn do Cng ty chng khon FPT cung cp
Vi s n r ca cc cng ty chng khon trong nm 2007, mc cnh tranh trn th
trng ang ngy cng tr nn gay gt.109 ng dng thng mi in t cung cp
cho khch hng nhng dch v a dng v tin li nht ang l la chn chin lc ca
nhiu cng ty nhm to ch ng cho mnh trong cuc cnh tranh ny. Vic trin khai
thng mi in t c cc n v tin hnh mt cch kh chuyn nghip nhm m
bo c cht ch v tnh php l cng nh s an ton v mt k thut cho giao dch.
Rt nhiu website a cng b hp ng s dng dch v vi nhng iu khon hon
chnh v hng dn chi tit nh u t c th d dng lm quen vi giao dch trc
tuyn. Cc bin php bo mt v xc thc thng tin nh m ha d liu, mt khu kp,
ch k s, v.v... c cc cng ty vn dng kh a dng m bo tin cy cho giao
dch.
Theo kho st ca V Thng mi in t vo cui thng 12/2007 vi 69 cng ty chng
khon ang hot ng trn th trng, 56 cng ty (chim t l 81%) a thit lp website,
trong s 22 website cung cp tin ch truy vn thng tin ti khon v 8 website cho
php khch hng t lnh giao dch trc tuyn. C 21 cng ty (chim t l 30,4%) cung
cp dch v qua cc phng tin in t khc nh in thoi, thit b di ng cm tay,
email, v.v...

89/130

Tnh hnh trin khai giao dch in t ca cc cng ty chng khon (thng 12/
2007)

T kt qu kho st, c th thy nhng cng ty cha xy dng website a phn l cng
ty mi c thnh lp. Cn nhng cng ty a n nh v mt t chc v hot ng u
c website v trin khai cung cp dch v trn theo nhiu cp khc nhau. Mc d
hin nay ch 16% s website cho php khch hng t lnh giao dch trc tuyn, nhng
kt qu kho st cho thy rt nhiu website ang trong qu trnh xy dng, hon thin
h thng c th trin khai cung cp dch v ny trong nm 2008.
Trc nhu cu cp bch ca thc t trin khai thng mi in t trong lnh vc ny,
y ban Chng khon Nh nc ang tin hnh xy dng Thng t hng dn giao dch
in t trn th trng chng khon, nhm quy nh chi tit vic t chc hot ng giao
dch chng khon trc tuyn v cc giao dch in t khc lin quan n th trng
chng khon. Sau khi thng t c ban hnh, vic ng dng thng mi in t trong
lnh vc ny s bc sang mt giai on mi, c t chc v hiu qu hn, va gp phn
nng cao li th cnh tranh ca tng cng ty ng thi to ng lc pht trin cho ton
b th trng chng khon Vit Nam.

90/130

ng dng thng mi in t trong lnh vc bn l

Vi vic thu nhp bnh qun u ngi khng ngng c ci thin v sc mua trong
x hi ngy cng tng, hnh vi mua sm ca ngi tiu dng Vit Nam cng c nhng
thay i ng k trong vi nm tr li y. Ngi tiu dng c nhu cu tinh t hn, am
hiu hn v th trng v tip cn c vi nhng thng tin rt a dng v hng ha.
Theo kho st ca cng ty nghin cu th trng Nielsen, Vit Nam ng th 5 th gii
v mc t tin ca ngi tiu dng v l th trng hp dn th 4 th gii ca cc cng
ty bn l. Gia nhp WTO, Vit Nam cam kt thc thi l trnh m ca th trng bn l
cho cc cng ty nc ngoi tham gia.113 c th cnh tranh trc tip vi nhng tp
on bn l ln ca th gii, doanh nghip Vit Nam ng trc yu cu cp bch phi
hin i ha quy trnh v ci thin dch v cung cp cho khch hng. ng dng thng
mi in t ang l mt trong nhng gii php then cht cho bi ton nng cao nng lc
cnh tranh ny.
ng dng thng mi in t- hng i mi ca ngnh bn l
S thnh cng ca bn l nm vic khng ngng sng to, i mi phc v v
thu ht khch hng. ng Andrew Ma, gim c ph trch thng hiu, nhm cc gii
php bn l ca IBM nhn mnh: i th cnh tranh ca DN l bt k ai, k c ngi
tiu dng. V chnh ngi tiu dng cng c th ln eBay.com rao bn hng. ng
Andrew cho bit thm, hng nm IBM u t chc chng trnh mang tn Ca hng
ca tng lai (Shop of the Future), nhm a khch hng, i tc i tham quan nhng
ca hng c tnh t ph cao trong k thut bn l, t ca hng t ng bt th 10 giy
mi bi ht trong mt album khi khch hng cho my qut c tn a; hay ca hng
thi trang bn giy c gn th RFID cho php cc qu c tm thy ngay i giy va
c; n ca hng ca Apple New York cho php ngi dng iPod n, trao i v ci
t PM yu thch...
ng Andrew cng nhn mnh, mi trng bn hng khng ch tn ti nhng ca hng
thc th m cn m rng ra website v c th gii o. Chng hn vic cc hng ng
dng mi trng trc tuyn 3 chiu ca Second Life khuyn khch khch hng n
thm ca hng thc. ng ni: Ngy nay, khch hng hiu bit v hng ha rt nhanh v
su sc. V vy, vic ng dng nhiu thit b v gii php CNTT chnh l gip nhn
vin bn hng hiu qu hn.
Tng lai ngnh bn l, Tp ch Th gii vi tnh series B, thng 11/2007, tr.26
ng dng thng mi in t trong lnh vc bn l hin c cc doanh nghip trin
khai theo hai hng: thit lp cc ca hng o trn mng hoc ng dng cc gii php
cng ngh thng tin nng cao hiu qu quy trnh kinh doanh ti ca hng truyn
thng.

91/130

Nhng website bn in thoi di ng, my tnh, thit b in t, m phm, qu tng,

v.v... tr nn ph bin v quen thuc vi ngi tiu dng hn rt nhiu ca hng
tht khc. Nhiu doanh nghip a thnh cng trong vic s dng cc ca hng o
h tr, b sung cho ca hng truyn thng v m rng mng li tiu th sn phm,
nng cao ng k doanh s bn hng. Cc sn phm c tiu chun ha cao nh in
thoi, my tnh; vn ha phm bao gm sch, a nhc; m phm v qu tng hin l
nhng mt hng c doanh s bn trc tuyn cao nht do c tnh ph hp vi phng
thc giao dch thng mi in t. Cc c tnh l: gn nh, chi ph vn chuyn thp,
c th nh gi sn phm qua thng s k thut, thng tin hoc hnh nh trc quan.
Mt s website bn l cc mt hng thng dng

Trn phng din ng dng CNTT nng cao hiu qu kinh doanh ca cc ca hng
truyn thng, nm 2007 cng chng kin nhiu chuyn bin tch cc trong cng ng
bn l Vit Nam. Mt lot gii php chuyn dng phc v ca hng bn l hoc chui
bn l c gii thiu, th hin r s quan tm ca cc nh cung cp gii php c trong
v ngoi nc i vi tim nng pht trin ca th trng dch v ny.
Mt s gii php bn l do cc cng ty Vit Nam xy dng
Gii php
H thng
PMLares(To
Qun)

Cng ty

Tnh nng

Cng ty LITSolution
(LITS)

Sn phm LaRes ca LITS c th ng dng

cho quy m t ca hng nh, bn l n
chui ca hng, nh hng, cafe c quy m
ln vi 4 phin bn Standard (chun);

92/130

Advance (cao cp); Enterprise (tng th) v

Customized (ty bin theo yu cu).

ePOS v
Cng ty TNHHTM
ShopEnterprise SX DV Tr

RetailPro

Mt s gii
phpchy trn
hthng my
bnl (POS)
caIBM

ePOS l gii php kt ni qun l bp, kho

v cc im bn, c p dng thnh cng
cho cc chui nh hng, dch v n
ung.Shop Enterprise l phn mm qun l
hng ha theo m vch sn phm, hu dng
cho cc ca hng ln hoc chui ca hng
clng sn phm by bn a dng.

Phn mm ny c cc phn h chnh nh

qun l im bn hng; qun l kho hng;
qun l mua hng; qun l quan h khch
hng... RetailPro phn quyn s dng, c th
TRGInternational(nh
thit k giao din cho tng ngi dng khc
phn phiti Vit
nhau. y l h thng linh hot cho php
Nam)
cu hnh t do v ty chuyn i t h
thng chun ca cngty thnh h thng p
ng c th nhu cu ca chi nhnh con hay
nhu cu ca tng c nhn.
IDS Fortune Series l mt h thng qun l
ti sn ton din c kh nng nng cp dnh
cho ngnh cng nghip dch v khch sn v
gii tr. Gii php ca cng ty IFCA c th
p ng nhu cu qun l thc phm v
ung trong ngnh cng nghip dch v
khch sn, khu ngh mt, cu lc b chi
golf, cu lc b th thao, cng Internet phc
v ngnh du lch, v.v...

ng dng CNTT trong hot ng bn l truyn thng gi y khng ch dng cc my

bn l POS n gin (POS: point of sale - im bn hng), m a tin n vic trang b
nhng phn mm POS chy trn my tnh c gn km cc thit b lin quan nh thit
b c m vch my in ha n chuyn dng, thit b kim kho, cc thit b thanh
ton thng qua ngn hng, v.v... Cao hn na, nhiu chui ca hng ln gi y trang b
cc b gii php ton din hn nh h thng RMS (Retail Management Systems) nhm
tch hp d liu bn l t cc my POS v c s d liu trung tm, cng nh tip nhn
cc d liu mang tnh chnh sch c phn phi t trung tm n cc POS. RMS l h
thng qun l bn l va phc v mc ch bn l thng thng va cho kh nng kt
ni mng, tch hp nhiu chng trnh qun l thng minh, d bo bn hng, qun l
quan h khch hng, qun l nhn vin, v.v... RMS h tr kh nng phn tch gip cc
doanh nghip ra nhng chin lc kinh doanh ph hp. y s l hng i mi cho
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cc nh phn phi v bn l Vit Nam trong bi cnh th trng phn phi c t do

ha mc cao theo cam kt gia nhp WTO ca Vit Nam.

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Bi 9: Tho lun
Tho lun v vn thanh ton qua mng & hiu qu ng
dng TMT
M u
T nm 2005 tr v trc, cc website thng mi in t Vit Nam ch yu ch cung
cp thng tin sn phm v dch v. Cc giao dch B2C v C2C t pht trin theo nhu
cu ca th trng mt cch nh l do thiu s bo h v php lut. Lc , c s h
tng cho thanh ton in t trong cc giao dch thng mi in t cha c xy dng.
n nm 2006, khung php l v thng mi in t c bn a hnh thnh, thanh ton
in t bt u c nhc n, mt s ngn hng tin phong trin khai thanh ton in
t nhng vn c tnh cht n l, manh mn vi dch v thanh ton ho n qua ATM,
dch v ngn hng trc tuyn ch dngli tin ch cung cp thng tin.
Tuy nhin, t u nm 2007, thanh ton in t a c bc pht trin mnh vi mt s
c im chnh sau:

M rng i tng trin khai v ng dng thanh ton trc tuyn

Thng 2/2007, Cng ty Hng khng C phn Pacifi c Airlines v Ngn hng Ngoi
thng Vit Nam (VCB) cng trin khai dch v bn v my bay qua mng Internet,
p dng gii php thanh ton in t qua th tn dng. Th ng 4/2007, mng thanh ton
in t Cng ty Mng thanh ton Vina (PayNet) ra mt, cung cp cc giao dch thanh
ton ho n in nc, Internet, in thoi, bo him, v.v... qua my ATM, im chp
nhn th (POS) v ePOS. Dch v Fast-Vietpay ca Ngn hng K Thng v th a
nng Ngn hng ng cho php ch th thanh ton tin mua hng trc tuyn ti mt
s website. Thng 10/2007, Cng ty Gii php thanh ton Vit Nam chnh thc cung
cp dch v thanh ton VnTopUp qua in thoi di ng.

Kt ni su rng ca cc lin minh th

27 ngn hng lin kt to nn mng thanh ton
Smartlink cng vi vic kt ni thnh cng ca 4 ngn hng ln trong Cng ty C phn
Chuyn mch Ti chnh Quc gia Vit Nam (Banknetvn) a gip th trng th pht
trin

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mnh v mang li nhiu tin ch hn cho ngi tiu dng. Hai mng thanh ton ny
chim khong 90% th phn th c nc a k cam kt hp tc v ang n lc cho ra
mt loi th thanh ton c th thc hin mi giao dch cn n thanh ton in t.

a dng ho cc loi hnh thanh ton in t

cc knh thanh ton in t ph bin bao gm thanh ton th qua h thng ATM/POS,
thanh ton trc tuyn qua Internet v thanh

Yu cu ca TMT i vi h thng thanh ton

Lut Giao dch in t chnh thc c hiu lc t ngy 01/3/2006, cng vi cc ngh nh
hng dn di Lut a to hnh lang php l c bn thng mi in t i vo cuc
sng. Trong , cc ngh nh hng dn v giao dch in t trong hot ng ngn hng
v hot ng ti chnh a gp phn nh hnh mt hng pht trin mi cho cc lnh vc
ny, p ng nhu cu ca ngi tiu dng v doanh nghip.
Theo Bo co Th ng mi in t Vit Nam nm 2005 v 2006, h thng thanh ton
in t yu km lun c doanh nghip nh gi l tr ngi ln th hai i vi pht
trin thng mi in t Vit Nam. Cc doanh nghip t ra kh lng tng khi mun
trin khai mt quy trnh ng dng thng mi in t trn vn trong bi cnh h thng
thanh ton in t cnyu. ng thi, ngi tiu dng cng cha c nhn thc ng n
v y v cc dch v thanh ton in t. iu ny nh hng khng nh ti s pht
trin ca thng mi in t Vit Nam trong thi gian qua.
Thc tin cho thy thanh ton in t l mt iu kin cn ca thng mi in t. Th
ng mi in t kh c th pht huy c ht u im ca mnh khi cha c h thng
thanh ton in t vi nng lc mnh. Tc pht trin ca thng mi in t Vit
Nam trong nhng nm qua ang t ra nhu cu v mt h thng thanh ton in t hin
i h tr doanh nghip v ngi tiu dng tn dng ti a li ch ca phng thc
kinh doanh mi ny.
Hn th na, thanh ton in t khng ch l nhn t thc y thng mi in t m
cn ng mt vai tr quan trng trong cng tc hin i ho h thng thanh ton, t
nng cao nng lc cnh tranh ca cc dch v trong ngnh ngn hng, ti chnh ti Vit
Nam. Nm 2007 l nm th hai trong l trnh thc hin D n Hin i ho ngn hng
v h thng thanh ton ca Ngn hng Nh nc v cng l nm u tin Vit Nam
gia nhp T chc Thng mi Th gii (WTO). Do vy, vic y mnh ng dng cng
ngh thng tin, pht trin nhanh cc dch v ngn hng hin i cng tr nn cp bch
cc ngn hng Vit Nam c th ng vng trc nhng th thch ca qu trnh hi
nhp.

Thc trng ca hot ng thanh ton

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Lng tin mt lu thng cn cao

Nhn chung, thanh ton bng tin mt cn rt ph bin trong cc giao dch hng ngy
ca ngi dn. Tin mt vn l phng tin thanh ton chim t trng ln trong khu
vc doanh nghip v ngi tiu dng c nhn. Theo kho st ca Ngn hng Nh nc
v thc trng thanh ton nm 2003 ti 750 doanh nghip trn c nc (trong doanh
nghip nh nc chim hn 80%), i vi nhng doanh nghip ln c trn 500 cng
nhn, khong 63% s giao dch ca doanh nghip c tin hnh qua h thng ngn
hng; doanh nghip c t hn 25 cng nhn th t l ny ch cn 47%. i vi h kinh
doanh, 86,2% h chi tr hng ho bng tin mt. Kt qu iu tra cho thy vic s dng
tin mt trong giao dch ca doanh nghip, c bit l giao dch vi ngi tiu dng cn
mc rt cao. Tuy nhin, khong hai nm tr li y, hot ng thanh ton trong ngn
hng a c nhng du hiu kh quan vi s ra i ca nhiu phng thc thanh ton
mi. Nhng dch v ny a phn no gim thiu vic s dng tin mt trong thanh ton
ca doanh nghip v ngi tiu dng. Th eo n Th anh ton khng dng tin mt
giai on 2006-2010 v nh hng n nm 2020, t trng tin mt so vi tng phng
tin thanh ton c xu hng gim dn. Nm 1997 t trng ny l 32,2%, nhng n nm
2001, con s ny gim xung cn 23,7%, nm 2004 l 20,3%, nm 2005 l 19% v n
u thng 3 nm 2006 cn 18,5%

Ngun: n Thanh ton khng dng tin mt giai on 2006- 2010

v nh hng n nm 2020
Tuy t trng tin mt so vi tng phng tin thanh ton trong cc nm va qua c gim
nhng vn cn mc kh cao, trung bnh chim khong 20% tng gi tr thanh ton trn
cc phng tin ni chung. Theo nh gi ca Ngn hng Nh nc, vic thanh ton
khng dng tin mt ti Vit Nam a c bin chuyn song Nh nc, doanh nghip v
ngi tiu dng vn cn n lc hn na trong vic hn ch lu lng tin mt trong giao
dch hng ngy, tin ti s dng h thng thanh ton in t ton din.

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S ti khon c nhn ngy cng tng

Trc y ch doanh nghip v ngi c thu nhp cao s dng cc dch v thanh ton
qua h thng ngn hng. i a s ngi lao ng lm vic ti doanh nghip va v nh
hoc khu vc chnh ph u cha tip cn vi phng thc thanh ton ny. Thi gian
thc hin lu v chi ph cao a khin cc dch v thanh ton ngn hng khng th ph
cp trong hot ng giao dch hng ngy ca ngi tiu dng. Tuy nhin, mi trng
php l trong lnh vc thanh ton ang c ci thin vi xu hng to iu kin cho
cc phng thc thanh ton in t ra i v pht trin. Thanh ton in t lin ngn
hng a t c nhng hiu qu ban u (trnh by ti phn I.3 di y). c bit,
cc ngn hng thng mi a u t thch ng pht trin c s h tng, a dng ho
tin ch nhm nng cao cht lng dch v. Nh c ci tin trong k thut, s lng giao
dch thanh ton c x l in t chim t trng ngy mt cao, gip gim bt chi ph
v tit kim thi gian. Vi n lc khng nh t pha ngn hng cng nh c quan qun
l nh nc, hot ng thanh ton a c nhng bc pht trin ng ghi nhn. Vic gia
tng s ti khon c nhn l mt trong nhng h qu kh r rng. T nm 2000 n nay,
s ti khon c nhn trong ton h thng ngn hng a c bc pht trin nhy vt. Tc
tng trng trung bnh mi nm vo khong 150% i vi s ti khon c nhn v
120% i vi s d ti khon

M rng i tng tham gia cung ng dch v thanh ton

Th trng dch v thanh ton ang tr nn cnh tranh hn khi i tng tham gia cung
ng dch v khng ch gii hn ngn hng m c m rng sang cc t chc khc
nh Cng ty Dch v tit kim bu in, cc cng ty cung cp gii php thanh ton,
v.v... V vy, cnh tranh khng ch din ra trong ngnh ngn hng m cn gia ngn
hng vi cc t chc lm thanh ton khc. Mc cnh tranh ngy mt tng khin cc
n v phi nng cao cht lng dch v cng nh gii thiu thm nhiu dch v mi,
nh nhu cu a dng ca khch hng s ngy cng c p ng tt hn. Xu hng
98/130

lin doanh, lin kt gia cc ngn hng a bt u hnh thnh. Li ch ca xu hng ny

l gip cc ngn hng thng mi nh vt qua c nhng hn ch v vn u t cho
trang thit b cng ngh phc v vic hin i ho h thng thanh ton, c bit l hnh
thc thanh ton th. Chnh nh mi lin kt gia cc ngn hng ring l m tnh tin ch
trong thanh ton c ci thin, to cho thanh ton in t pht trin ti Vit Nam.
Nh vy, hot ng thanh ton thi gian qua a c nhng bc tin kh r nt. Vic s
dng tin mt trong giao dch vn cao nhng a c xu hng gim dn. Cc nh cung
cp dch v thanh ton buc phi t ci tin di sc p ca mi trng cnh tranh cng
nh yu cu ca khch hng ngy cng cao c v cht v lng. Th anh ton in t
c coi l cha kho ca
cc doanh nghip cung cp dch v thanh ton nhm nng cao nng lc cnh tranh trong
thi i cng ngh v hi nhp nh hin nay.

Tin ca h thng thanh ton in t ti Vit Nam

S pht trin ca th trng thanh ton th
Thanh ton th c coi l gii php bc u cho h thng thanh ton in t ti Vit
Nam. ng dng cng ngh v u t trang thit b h tng c s phc v cho thanh ton
ngn hng pht trin mnh k t nm 2002. Trong , cng ngh cho thanh ton th l
hot ng c u tin trin khai. Sau 5 nm, cc ngn hng a hnh thnh mt mng
li my giao dch t ng ATM v n v chp nhn th kh rng. S lng th pht
hnh nm 2006 ch t khong 4 triu th th n nm 2007 con s ny a tng gp i
(hn 8 triu th). S lng my ATM cng tng mnh t 2.500 my nm 2006 ln hn
4.000 my nm 2007.
Bng 9.1 :
Mt vi s liu thng k v th trng thanh ton th nm 2007

Theo Quyt nh s 32/2007/Q-NHNN ngy 03/7/2007 ca Th ng c Ngn hng

Nh nc Vit Nam, cc t chc tn dng c th pht hnh mt loi th thanh ton mi,
l th tr trc v danh vi hn mc 5 triu ng. Hnh thc th ny ra i vi mc
tiu gim lng tin mt trong thanh ton. Hn na, hai li ch c bn bao gm tit kim
99/130

thi gian v ch ng trong chi tiu cng l u im ca loi hnh th thanh ton ni
trn. Th anh ton bng th tr trc v danh ng vai tr nh mt phng thc b sung
cho hot ng thanh ton in t m h thng ngn hng ang ch trng y mnh.
Lin minh th ngn hng
Trong bi cnh s lng ti khon c nhn ngy mt tng, mng li thanh ton, loi
hnh th ngy mt m rng theo nhu cu ca ngi tiu dng, vn kh khn chnh l
vic lin kt cc h thng thanh ton ca nhiu ngn hng khc nhau nhm ct gim chi
ph v tng tnh tin dng cho khch hng, ng thi nng cao hiu qu hot ng ca
ngnh ni chung. H thng thanh ton th ca Vit Nam hin ang tn ti 4 lin minh
th. l lin minh th Ngn hng VCB, lin minh th Vit Nam Bankcard (VNBC)
ca Ngn hng ng , lin minh th Banknetvn gm 3 ngn hng quc doanh v mt
s ngn hng c phn, v lin minh th ANZ/Sacombank. Trn l thuyt, th ca mi
ngn hng thnh vin c th thc hin giao dch trn my ATM ca cc ngn hng khc
trong lin minh. Tuy nhin, hin nay tng ngn hng thnh vin li pht trin cc dch
v khc nhau, dn n vic khch hng ca ngn hng ny vn cha th thc hin thao
tc chuyn khon trn ATM ca nhng ngn hng khc trong cng lin minh.
Nhm lin minh th do ngn hng VCB khi xng a thc hin thnh cng vic kt
ni thanh ton th gia 17 ngn hng thnh vin. y l n lc rt ln ca nhng ngn
hng ni trn trong vic nng cao gi tr gia tng cho khch hng thng qua to lp mt
mng li thanh ton trn my ATM.
Ngy 21/4/2007, h thng thanh ton th Vit Nam c nh du bng vic kt ni
thnh cng 3 ngn hng bao gm Ngn hng Cng Th ng Vit Nam (Incombank),
Ngn hng u t v Pht trin Vit Nam (BIDV) v Ngn hng TMCP Si Gn Cng
Th ng (SaigonBank) thng qua dch v kt ni chuyn mch ca Banknetvn. Th eo
Banknetvn, h thng kt ni ca Banknetvn gip ch th c th thc hin giao dch ti
gn 25 nghn my ATM trong h thng Banknetvn, chim khong 60% tng s ATM
trn ton quc.77 Qua hai thng vn hnh chnh thc, trn 83 ngn giao dch vi tng
gi tr trn 23 t ng a thc hin qua h thng chuyn mch 4 ngn hng trn ca
Banknetvn v c xu hng tng vi tc kh nhanh
Nh vy, t khi chnh thc vn hnh n ht thng 4/2007 a c khong 450 giao dch
thc hin qua h thng. Con s ny tng gn gp 3 ln trong thng 5/2007 v tng gn
gp 5 ln trong thng 6/2007. D kin cui nm s lng giao dch s tng ln khong
4.000 - 4.500 giao dch/ngy, xp x gp 10 ln so vi giai on u mi i vo hot
ng.

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D kin, trong tng lai gn, 4 ngn hng tip theo l Ngn hng Nng nghip v Pht
trin Nng thn (Agribank), Ngn hng TMCP Chu (ACB), Ngn hng TMCP Si
Gn Thng Tn (Sacombank) v Ngn hng TMCP ng (EAB) cng trin khai
dch v thanh ton th lin ngn hng thng qua h thng Banknetvn.
Nh vy, c 4 ngn hng thng mi quc doanh Vit Nam gm Ngn hng Agribank,
Ngn hng Incombank, Ngn hng VCB v Ngn hng BIDV u a tm cho mnh mt
lin minh thanh ton th lin kt. Th c t ny chc chn s gip h thng thanh ton
th ti Vit Nam hot ng hiu qu hn vi chi ph thp, mang li li ch cho c ngi
tiu dng v ngn hng.

nh hng ca Nh nc v pht trin thanh ton in t

Ngy 29 thng 12 nm 2006, Th tng Chnh ph a chnh thc ph duyt n thanh
ton khng dng tin mt giai on 2006-2010 v nh hng n nm 2020 ti Vit
Nam. Mc tiu ca n l hn ch ti a vic s dng tin mt trong thanh ton, ng
thi thc y pht trin cc phng thc thanh ton in t trong thi gian ti. t
c mc tiu ny, n vch ra 6 nhm n nhnh nh sau:
- Nhm n 1: Hon thin khun kh php l cho hot ng thanh ton ca nn kinh t
theo hng to lp mi trng cng bng, hn ch thanh ton bng tin mt, ng dng
cng ngh trong thanh ton.
- Nhm n 2: Pht trin thanh ton khng dng tin mt trong khu vc cng. Gii
php ny bao gm qun l chi tiu trong khu vc Chnh ph bng phng tin thanh
ton khng dng tin mt v tr lng, tr cp u ai x hi qua ti khon
- Nhm n 3: Pht trin thanh ton khng dng tin mt trong khu vc doanh nghip,

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khuyn khch doanh nghip tp trung xy dng v ng dng thanh ton in t, y

mnh pht trin thng mi in t.
- Nhm n 4: Pht trin thanh ton khng dng tin mt trong khu vc dn c thng
qua pht trin mng li chp nhn cc phng tin thanh ton khng dng tin mt,
tng lng ti khon c nhn, m rng mng li my ATM v n v chp nhn th.
- Nhm n 5: Pht trin h thng thanh ton thng qua vic hon thin v pht trin
h thng thanh ton lin ngn hng; xy dng trung tm thanh ton b tr t ng v
trung tm chuyn mch th thng nht.
- Nhm n 6: Cc gii php h tr pht trin thanh ton khng dng tin mt.
Nu 6 n nhnh nu trn c trin khai thnh cng, t l tin mt/tng phng tin
thanh ton c th gim xung khng qu 18% vo nm 2010 v 15% vo nm 2020.
ng thi, s ti khon c nhn s dng cho thanh ton cng tng ln 20 triu vo nm
2010 v 45 triu vo nm 2020, s th pht hnh t mc 15 triu n cui nm 2010 v
30 triu cho ti nm 2020.81 Ngn hng Nh nc hin ang tch cc trin khai n
xy dng Trung tm Chuyn mch th thng nht. Trong thi gian ti, Ngn hng Nh
nc s c nhng ch o c th cc lin minh tng cng hp tc vi nhau, cng
chia s c s h tng thanh ton th, qua chi ph s gim v to thun li hn cho cc
ch th trong giao dch c nhn.
Li ch ca vic tr lng qua ti khon
nh gi ca cc chuyn gia ngnh ti chnh, ngn hng cho rng vic tr lng qua ti
khon thc s mang li nhng hiu qu tng tc 3 trong 1 v cng ln. nh mt
bc m quan trng cho cng cuc phng, chng tham nhng lng ph ca Chnh ph
v tin ti trin khai n thanh ton khng dng tin mt giai on 2006-2010.
C ba nh cng li
Trc tin, theo ng Nguyn Trng Ngha, V trng V Php ch (B Ti chnh), vic
tr lng qua ti khon l kh tin li i vi c quan nh nc. V nu tr bng tin
mt, c n k lng tng b phn li phi c i din xung ti v nhn tin ri chia
nh cho tng cn b, rt mt cng sc. Hn na, tng c quan khi s dng tin ch ti
khon c nhn s tinh gin c bin ch. Cn theo b Dng Hng Phng, Ph ban
Th anh ton, Ngn hng Nh nc, ch th mi ny s gp phn to thi quen nhn lng
qua ti khon ngn hng cho cng chc t nhn rng ra ton x hi ng thi n s
gip minh bch ha cc khon thu nhp t ngn sch Nh nc, gp phn tch cc vo
vic phng chng tham nhng. Ch th ny l tin quan trng tin ti xa b vic
thanh ton khng dng tin mt vo s dng trong nn kinh t nhm gim chi ph n
hnh, pht hnh, vn chuyn.

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Vi cng nhn vin chc, theo qui nh ny th ch phi m mt ti khon c nhn ti

ngn hng cung ng dch v v nhn tin qua ti khon nh k hng thng. Vic ny
khng ch gip h hn ch tnh trng i u cng phi cm tin mt v khi cn ch vic
n ngn hng hoc qua im c t my rt tin ATM. Hn na, nhiu kin ca cc
cn b tr cho rng thng khi lnh lng trc tip s kh bo qun, ct gi v khng
tit kim c nhiu tin lng so vi thanh ton qua ti khon. Ring i tng nh
bng th y thc s l iu khng th mng hn, vic tt c cc b ngnh v c quan
trc thuc Trung ng thc hin tr lng qua ti khon chc chn gip cc ngn hng
c c c hi ngn vng pht trin cc dch v cung ng th ca mnh ti cc i
tng ny.
http://www.taichinhvietnam.com/taichinhvietnam/modules.php?name=News&fi
le=article&sid=10539
Quyt nh ph duyt n Thanh ton khng dng tin mt ca Th tng Chnh ph
s to cho thanh ton in t pht trin bn vng v tr thnh mt hnh thc thanh
ton ph bin i vi mi i tng t doanh nghip n c nhn ngi tiu dng.

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Tho lun v website thng mi in t

Mt s cch nh gi trang Web ca doanh nghip thng mi in t
Liu mt DN c th chia nh trang web ca mnh thnh cc thnh phn nh vn
nhn ra n t nhng mnh v ?
Nu k, ta c th nhn thy rng v chai Coca-Cola c thit k c ch nh
ngay c khi v chai b v thnh cc mnh vn, ngi ta vn nhn ra l cc mnh v
ca v chai Coca-Cola. Doanh nghip thng mi in t c th p dng bin php ny
nh gi mc ton vn trang web ca nhn hiu ca h.
lm iu , DN cn lm r cc vn nh sau: iu g s xy ra khi logo ca trang
web b g i? Liu mt ngi truy nhp vo trang web khng cn logo ny cn nhn ra
nhn hiu ca DN hay khng? Trang Web ca DN c s dng ngn ng theo mt cch
thun nht nu bt nhn hiu DN s dng hay khng? Trang web c s dng cc
thut ng khin ngi ta ngh ngay l nhn hiu ca DN hay l khin h lm ln vi
nhn hiu ca DN khc? Phn ho c gip phn bit nhn hiu ca DN hay khng?
Cn cng c iu hng? Liu cng c ny c km theo du hiu ca nhn hiu DN
hay khng? Liu n c thng nht vi chnh sch phi trc tuyn ca DN? Liu cc biu
trng trn trang web ca DN c phn nh bn cht ca nhn hiu?
Liu cc cng c giao tip ca DN c mang tnh nht qun
Khi nhn vo 10 trang ngu nhin trong trang web ca DN, 10 trang t cun sch DN,
v 10 trang qung co mi nht v 10 mu ca ti liu qung b khc kiu ngi ta c
thy c tnh nht qun gia cc yu t ny khng? Liu font ch c nht qun? Mu
sc, phong cch, ho c thng nht trong tt c cc ti liu? Hay ngi ta s ch n
thun nhn thy mt m bng bong cc d liu?
Trang web ca DN dnh ch khch hng hay b phn qung co?
Trang web ca DN c cp n li ch hay v gi tr gia tng hay khng? S khc
nhau l g? Li ch lin quan n nhng u im k thut c th m khng tr li cu
hi ci g trong cho mi ngi? Ngc li, gi tr gia tng cp n tnh t li
ca khch hng.
Tng cu, tng on, tng ch bn hng trn web ca DN phi cha ng yu t
khch hng ch khng phi l phng k thut hay bt c ai khc ph trch pht trin
sn phm hay dch v ca DN. Gi tr gia tng l kt qu ngi ta thu c do s dng
sn phm. Liu sn phm c th khin cho ngi tiu dng vui v, thoi mi hay khng?

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Liu sn phm c gip ngi tiu dng nng cao hiu qu cng vic v tit kim tin
bc hay khng?
C rt nhiu DN thng qun mt rng s truyn t c th khin cho khch hng cm
nhn rng nhn hiu mang li li ch cho chnh h. lm nh vy, nhn hiu phi c
nhn nhn t gc khch hng, ch khng phi phng marketing. DN cn cung cp gi
tr gia tng m DN bit khch hng cn.
Trn y l ba bc c bn DN nh gi v iu chnh s hin din trc tuyn
ca nhn hiu. Hai bin php cn li s gii quyt s thch hp v ni dung v kh
nng trc gic ca trang web.
Liu trang ch ca DN c m m nhiu qu?
DN cng phi truyn ti nhiu thng tin th cng cn phi tp trung. Mi khi truy cp
vo trang web ngi ta thng t cu hi nn bt u t u. Khi truy cp vo bt c
trang web nhn hiu ni ting ton cu no, chng hn nh Disney.com hay Nokia.com,
ngi ta nhn thy rng tht kh nhn bit minh ang tm kim ci g. Cc cng ty
ny c gng thng bo mi th cho mi ngi trong cng mt lc. V thy mi ch
phi ginh ly s ch v khong khng trong trang ch.
Thng bo mi th cho mi ngi khng c ngha l a tt c ln trang ch. iu
l khng th. ng nhn hiu c ngha l thit lp s lin quan. Nhn hiu ca DN cng
gn gi vi khch hng th kh nng khch hng s s dng nhn hiu ca DN cng cao.
Theo cch ny th ni dung cu trc l dng tin ca DN ch xut hin khi c lin quan.
Bng cch no? DN phi qun cng c tim kim ni b trang web i. Thay vo , DN
hy xy dng cc chuyn mc, mi trang web nh ny biu hin nhng li cho hng
quan trng ca DN.
V d, khi mt cng ty bo him a ra cho khch tt c cc lnh vcc kinh doanh t
bo him nhn th, bo him ti sn, n bo him t, tu thuyn, du lch. Thay v gii
thiu ng lot cc lnh vc trn cng mt lc, cng ty c th gin tri thng tin ra bng
cch xy dng cho mi lnh vc mt trang chuyn mc ring, cc trang chuyn mc ny
c kt ni vo trang ch ca cng ty. Mi trang chuyn mc cn c iu chnh
ph hp vi cc cng c tm kim bo him ti sn th trang chuyn mc ny s hin
th.
Nhn hiu ca DN c mang tnh trc quan hay khng?
Vic xy dng nhn hiu, d l trc tuyn hay phi trc tuyn, cng quan trng hn vic
m bo hin th logo ca DN. Vic ng nhn hiu phi mang tnh trc gic. iu
i hi khng c s m t th cng, di dng hay cc hng dn kh hiu. DN cn phi

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nhn bit rng ngi s dng ln u thng mun bit iu g v ngi s dng ln hai
tm kim ci g. Nhu cu ca con ngi l v cng v lun khc nhau. V th kh nng
s dng nhn hiu rt quan trng.
Kinh nghim cho thy r rng nhng khch hng thng gp kh khn trong vic tm ra
ci m h ang tm trn mt trang web thng nui gi kin t cm tnh vi nhn hiu.
V th, DN cn phi phn tch dng thng tin m mi khch hng cn.
S lin quan v ni dung v tnh trc gic l nhng phn quan trng ca i sng
ca mt nhn hiu trc tuyn .

10 li khuyn hu ch cho cc trang web thng mi in t

Di y l 10 li khuyn hu ch dnh cho bt c ai tham gia kinh doanh trc tuyn
trong khi trin khai cc trang web thng mi in t
ng p khch hng suy ngh
Doanh nghip hot ng trong lnh vc thng mi in t khi xy dng trang web ca
mnh cn lu l trang web ca h c s iu hng mang tnh trc gic v cu trc tin
li, khng ch ng vai tr gip khch hng nhn v cm nhn. Khi vo cc trang web
ny, khch hng phi on bit mt cch chnh xc rng nhng nt bm hay ng
dn hot ng th no trc khi h nhp chut
Doanh nghip nn t trn thanh cng c iu hng chc nng tm kim, tt nht l
pha trn bn tay phi, ni m khch hng d nhn nht. Chc nng tm kim ny khng
nn ging mt nt bm m nn ging vi hp thoi khch hng nhp t kha vo.
Nh vy, khch hng s tit kim c thi gian do khng phi vo mt trang tm kim
khc tm kim thng tin. Chc nng tm kim ny cn t ng kim tra li chnh t
ca t kha v khi pht hin ra li, n phi t ng xut sa li. Nu nh t kha
m khch hng nhp vo qu chung chung, th h thng phi t ng xut khch hng
la chn t kha khc. Chng hn, h thng c th hin th cu thoi khch hng bit
nh: ng/b nhp t kha camera. Nu mun, ng/b c th lm r t kha hn,
v d nh camera ca Canon hay camera ca Nikon.
Ti u ha cng c tm kim
Doanh nghip nn a b iu hng chi tit vo cc trang catalogue trc tuyn. Nh
vy, b iu hng s gip khch hng nhn bit trang web m h ang xem hin ang
nm v tr no, ng thi gip khch hng nhanh chng i vo phn m h tm kim.
V d nh, khi khch hng tm mua mt chic n bn v h vo trang web thng
mi mua. gip khch hng nhanh chng tm n khu vc bn n bn, trang web
ca doanh nghip nn s dng b iu hng Online catalogue (Catalogue hng trc

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tuyn) > Home Furnishings ( dng gia nh) > Lighting (Thit b nh sng) > Table
Lamps (n bn). Lm nh vy, doanh nghip s gip khch hng thun tin trong
vic tm kim hng m h mun mua.
n gin ha thao tc ca khch hng
Doanh nghip nn lu khi trnh by trang web sao cho va vi trang mn hnh, trnh
ko di trang mn hnh. Doanh nghip nn nhng mn quan trng nht ca mnh
ln trn trang mn hnh. n gin ha cc thao tc ca khch hng, gip h thun tin
trong vic xc nh v tr hng ha m h cn mua cng nh cc th tc mua bn. Hnh
thc t hng One-Click (Ch cn mt ln nhp chut) ca Amazon.com, l v d in
hnh doanh nghip tham kho.
B tr trang Web gn nh
Doanh nghip nn b tr trang web mt cch gn nh bng cc ti u ha hnh nh, s
dng cc file c kch thc nh v nhanh chng hin th khi np trang, loi b nhng
file HTML v ha khng cn thit. L tng nht l ch mt 10 giy khch hng
np ton b trang web
S dng m ngun m
Doanh nghip khng nn phung ph ngn sch vo nhng phn mm c giy php t
tin khng cn thit, khi m h c th s dng cc gii php m ngun m. Phn mm
m ngun m cho php khch hng t iu chnh, ng thi mang li s la chn n
nh v t tn km hn so vi phn mm c quyn
Nghin cu st hnh vi khch hng
Doanh nghip cn theo di xem khch hng s dng trang web ca mnh nh th no
v tm hiu xem yu t no hp dn h. Doanh nghip nn phn tch nhng hnh vi ca
khch hng, chng hn nh phn no lm cho h thy nhm chn nht v h hay tm
kim g nht. Doanh nghip nn yu cu khch hng ca mnh in vo phiu iu tra
sau khi h mua hng v t chc nhng cuc thi tp th dnh cho nhng khch hng
thng xuyn
Tha mn khch hng
Phc v khch hng cng nh s sng cn ca doanh nghip ph thuc rt nhiu vo
vic doanh nghip tha mn khch hng ca mnh th no. Doanh nghip nn c ngi
chuyn ph trch vic tr li th in t. Quan trng, doanh nghip phi lm ng
nhng g cam kt vi khch hng. Doanh nghip nn ly Ha t lm nhiu lm
phng chm kinh doanh. Chng hn nh, khi doanh nghip ha vi khch hng s
giao hng trong vng 3 ngy, h khng c php khch hng phi ch 5 n 10
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ngy. Bn cnh , doanh nghip cn c my ch h tr c th qun l tt khi s

lng ngi truy cp vo trang web tng ln.
S dng cc cng c tm kim
Doanh nghip cn lm cho khch hng bit n mi sn phm hay trang catalogue ca
h vi cc b t kha. V trang web ca doanh nghip khng th truyn ti mi th cho
tt c mi ngi, nn doanh nghip cn s dng cc trang web khc lm chc nng ny
nh mt lc lng bn hng o.
Chng hn nh, trang web ca SmokeCDs.com, khch hng ca Netconcept, nm trong
top ten trong trang web ca Google khi khch hng nhp t kha buy CDs (Mua
a CD) ng thi cc trang nhm nhc cng sp xp gn gng cc dng nhc nh l
Trick Daddy hay Album nh The Matrix Soundtrack.
Tuy nhin, doanh nghip s khng th lm cho cc trang trong trang web ca h c
bit n c nu cc trang ny khng c trong cc cng c tm kim. Hin nay, mt
s doanh nghip hng u ca M gp phi vn lm sao tt c cc catalogue
ca h hin th trn ton b cc cng c tm kim c ting. Trong khi SmokeCDs.com
c hng chc nghn trang sn phm trn Google, th mt cng ty bn l a nhc khc
ca M l SamGoody.com ch c mt vi trm. Doanh nghip c th kim tra xem c
bao nhiu trang trn trang tm kim ln bng cch s dng cng c min ph ti a ch:
sitesolutions.com.
Bn sn phm ca doanh nghip
Bn hng trn web c ngha l doanh nghip phi bit s dng mt cch linh hot, thng
minh khng gian o. Chn mt s sn phm c trng cho ln trang web ri quay vng
cc sn phm . Doanh nghip nn xem xt phng n Danh mc mt hng top ten
(tng t nh trng hp 10 sn phm doanh nghi mun bn nht.). Tm l chung ca
khch hng l h thng chung nhng mt hng c lit vo hng top ten.
Bn cnh , doanh nghip cng nn a ra nhng gi hoc nhng kin ca khch
hng trn cc sn phm. Quan trng l doanh nghip cn phi tng cng s dng bin
php a ra nhng li cho hng c bit vi khong thi gian nht nh vi s lng
nht nh nh mt bin php tng doanh s
Thc hin chc nng
Ban u, khch hng c th cho cc mn hng vo gi hng. Nhng h cng c th b
gi hng li v sau vi ngy mi tr li v gi hng vn cn nguyn. Doanh nghip nn
to iu kin khch hng c th khi to cc ti khon d dng lp li vic t v
kim tra n t hng. Nu l mt trang web dnh cho tiu dng, th doanh nghip
nn gip khch hng mua v nhn phiu qu tng. Bn cnh , doanh nghip cng cn
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phi m bo cho vic t hng trc tuyn bng cch ci t chng ch my ch bo mt

128-bit.
Cui cng, doanh nghip nn c giao din qun l cho php thm, bt hoc nng cp
ni dung ca trang web

iu kin cn cho thng mi in t

Khi nim Thng mi in t (TMT) gn y c nhc n nhiu Vit Nam.
Tuy nhin, khng phi ai cng hiu r Thng mi in t lg v n c li ch g?
V cng t ngi hn c th hiu r nhng g quan trng v tin quyt, thit yu thc
hin Thng mi in t thnh cng. Bi vit ny tm tt 10 im quan trng m bn
cn phi nm khi quyt nh tham gia Thng mi in t, d l mt phn khi u ca
Thng mi in t, l xy dng h thng web v bt u tip th hay bn hng trn
mng.
- Khng phi ch cn thu mt nhm k thut xy dng mt h thng web cho bn ri
a h thng ny ln mng l bn t ho rng mnh thc hin Thng mi in
t. thc s thu li li ch mang li bi h thng web ca bn, bn cn phi lm nhiu
iu hn. n gin nht l marketing website ca bn, nu khng, n s chm mt trong
hn 2 t trang web khc. Sau l lm sao gi ngi xem quay li thng xuyn
trang web ca bn. Nu bn khng c thi gian, bn c th thu nhng cng ty dch v
h chm sc cho website ca bn.
- Bn phi dnh nhiu thi gian thu ht i tng khch hng vo xem trang web
ca bn. iu ny cc k quan trng cho nhng trang web bn hng trn mng. Hoc
bn c th tr tin cho dch v marketing website ca bn. Thc ra, y l hnh thc rt
ph hp vi doanh nghip va v nh. Thay v phi thu t nht mt nhn vin lm vic
ny v tr tin cho ng truyn Internet, bn c th ch phi tr vi chc -la M mi
thng thu mt cng ty chuyn nghip tip th v qung co website ca bn n vi
nhng i tng khch hng ca bn trn khp th gii.
- Khng phi bt c th g cng c th bn c qua mng. V d, s khng ai mua go
hay du gi qua mng bi v h c th mua chng d dng cc ca hiu mi ni.
Khi bn quyt nh bn hng qua mng, bn phi kho st k liu s c th trng tiu
th qua mng cho mt hng ca bn hay khng. Nu c, th t s c ngi khc c cng
tng vi bn, nn cnh tranh l iu khng th trnh khi, do , bn phi bit cch
lm nn s khc bit cho sn phm, dch v ca mnh tng li th cnh tranh.
V th, bn phi ng k website ca mnh vi cc Search Engine, k c tr tin cho
cc Search Engine c lit k nhng trang u. Nu bn chm ngp trong hn 2
t trang web, lm sao khch hng c th tm thy website ca bn? Thng thng mt

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ngi bit c mt website l do: tm kim t Search Engine, bn b gii thiu, hay
c c thng tin v a ch website t mt ngun no khc. Ngoi ra, vic b tr
phn loi thng tin hay hng ha trn trang web ca bn cng phi nhm n mc tiu
lm sao cho ngi xem tm kim c ci h mun d dng nht. Nn nh, khch hng
s khng kin nhn do chi trong website ca bn lu u. Nu bn lm h mt kin
nhn, bn s mt khch hng y!
Tc l mt yu t quan trng trong Thng mi in t. Tc truyn ti trang web
ca bn chm s khin khch hng mt kin nhn v b i. C 2 yu t ci thin tc
truyn: trang web ca bn khng nn c nhiu hnh nh, m thanh khng thc s
hu ch. L tng l mi trang web nn b hn 50KB. V khi mua dch v hosting, nn
chn la cht lng hosting kha kh c th m bo tc x l v truyn tin khng
qu t. Ngoi ra, nhng khu khc cng cn lu tc nh: tr li email, thanh ton,
giao hng v.v Bn cng lun mun c phc v nhanh chng v c cht lng phi
khng?
Bn hy xem th website www.google. com hay www.amazon.com v s thy rng
chng rt n gin v thit k, khng c hnh nh ng, nhiu mu sc, nhng iu ti
quan trng l chc nng mnh ca chng. l mu cht ca vn : khch hng khng
cn mt website mang tnh ngh thut cao, m h cn mt website cung cp cho h
nhng chc nng, sn phm, thng tin h cn.
c im ca Thng mi in t l giao dch o: ngi bn v ngi mua khng cn
phi gp nhau. Do , vic tm hiu thi quen, s thch ca khch hng trong Thng
mi in t li cng quan trng v khng d thc hin. Do , bng nhiu hnh thc, bn
phi nghin cu k v s thch, thi quen, nhu cu ca nhm khch hng ca bn, t
phc v khch hng tt hn, v cng l y mnh doanh s ca bn. i vi doanh
nghip va v nh, thu mt cng ty dch v chuyn v lnh vc ny nghin cu v
t vn cho bn s hiu qu hn v cht lng v chi ph.
Cch tt nht xy dng h thng web ca bn, nu bn cha hiu bit su v Thng
mi in t, l thu mt nhm chuyn mn lm vic ny cho bn. Ngy nay, chi ph
dch v cho vic xy dng mt website qung co thng tin v doanh nghip ca bn
ch vo khong trn di 100 la M. Nu bn bn hng qua mng, chi ph ny c th
cao hn 3-4 ln. Ngoi ra, khi vit ni dung, bn cng c th nh dch v cht lng
bi vit v bi dch (ting Anh) cao hn. Hin nay c rt nhiu cng ty dch v xy dng
website v gi c dch v cng rt a dng. Bn nn tham kho k gi c v cc iu
khon dch v, hu mi c quyt nh ng n v khng b tr tin qu nhiu.
iu ny cng d hiu v n cng ging nh trong thng mi truyn thng. Khi khch
hng chu dng chn lu trong gian hng ca bn siu th hay hi ch, c ngha l h
bt u quan tm n sn phm hay dch v ca bn v h tht tnh mun mua. Do

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, hy tm cch gi chn khch hng lu trong trang web ca bn bng cch xy dng
din n (forum), cung cp thng tin hu ch v hp dn, t chc cc tr vui chi v.v
ng l bn phi nh n cc dch v chuyn nghip khi xy dng website, khi qung
co website v.v Tuy nhin, tt nht bn hy t tm hiu nhng kin thc chung nht
v Thng mi in t v mnh dn hi cc chuyn gia nhng iu bn mun bit. Hy
c lp trng ring ca mnh, trong khi vn bit lng nghe ngi khc v sng lc cc
kin. y l vic kinh doanh ca bn, v bn phi c kin ring ca mnh.

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Ri ro & Bin php phng trnh ri ro trong thng mi

in t
M u
Thng mi in t l mt hot ng kinh doanh mang li hiu qu cao, song mt khi
gp ri ro th nhng thit hi i vi cc doanh nghip kinh doanh trn mng cng khng
nh.
Nhng s sut trong k thut ca nhn vin nh s nhm ln khi truyn d liu, hay mt
ng tc nhp chut v tnh u c th lm cho ton b d liu ca mt thng v
ang giao dch b xa b, hoc nhng chng trnh v nhng tp d liu ang lu tr
m doanh nghip dy cng thit k v xy dng b mt, gy thit hi nng n cho cc
doanh nghip v mt ti chnh. Nhng yu t khch quan nh my hng hay thi tit
xu, nghn my c th lm t lit hot ng ca doanh nghip, hoc t hi hn l virus
xm nhp ph hy, o ln ton b c s d liu v khch hng, i tc, th trng
c lu gi hay n cp nhng thng tin tuyt mt c th lm mt i c hi kinh doanh
hoc lm suy gim nghim trng uy tn ca doanh nghip.
Ta c th a ra khi nim ri ro trong thng mi in t

Khi nim ri ro trn thng mi in t

Ri ro trong thng mi in t l nhng tai nn, s c, tai ha xy ra mt cch ngu
nhin, khch quan ngoi mun ca con ngi m gy ra tn tht cho cc bn tham gia
trong qu trnh tin hnh giao dch trong Thng mi in t
Phn loi ri ro trong thng mi in t
Ri ro trong thng mi in t vi nhng hnh thi mun mu mun v tuy nhin tu
chung li c th chia thnh bn nhm c bn sau
Nhm ri ro d liu
Nhm ri ro v cng ngh
Nhm ri ro v th tc quy trnh giao dch ca t chc
Nhm ri ro v lut php v cc tiu chun cng ngh

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Nhng ri ro thng gp trong thng mi in t

Ri ro v d liu
S v tn cng vo Internet ngy cng tng, k c vo nhng mng c bo v nghim
ngt (cui nm 1996, trang web ca B T php M v ca CIA b truy cp v thay i
)
Ri ro v d liu i vi ngi bn:
Thay i a ch nhn i vi chuyn khon ngn hng v do vy chuyn khon ny s
c chuyn ti mt ti khon khc ca ngi xm nhp bt chnh .
Nhn c nhng n t hng gi mo . Trong trng hp mt khch hng quc t t
hng v sau t chi hnh ng ny, ngi bn hng trc tuyn thn khng c cch
no xc nh rng thc cht hng ha c giao n tay khch hng hay cha v
ch th tn dng c thc s l ngi thc hin n t hng hay khng.
Ri ro v d liu i vi ngi mua:
Thng tin b mt v ti khon b nh cp khi tham gia giao dch thng mi in t.
Thng tin c nhn ca h c th b chn v nh cp khi h gi i mt n t hng hay
chp nhn cho hng

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Hin tng cc trang web gi mo, gi mo a ch Internet (IP Spoofing), phong ta

dch v (DOS denial of service), v th in t gi mo ca cc t chc ti chnh ngn
hng
Tin tc tn cng v cc website thng mi in t, truy cp cc thng tin v th tn
dng khng ch xm phm n tnh tin cy ca d liu m cn vi phm quyn ring
t i vi cc thng tin c nhn ca khch hng.
Theo tp ch bu chnh vin thng thng 4 nm 2000, M hin c n 60% s ngi
cha ni mng Internet t mun ni mng nu nh cc b mt ring ca h c bo
v . Trn 50% s ngi ni mng, song cha mua hng trn Internet l do h lo ngi v
s xm phm n cc d liu v h
Ri ro v d liu i vi chnh ph
Cc hacker c nhiu k thut tn cng cc trang web ny nhm lm lch lc thng tin,
nh mt d liu thm ch l nh sp khin cc trang web ny ngng hot ng.
c bit mt s t chc ti phm s dng cc tin tc pht ng cc cuc tn cng
mang tnh cht chnh tr hoc tng t nh vy. in hnh l v tn cng ca tin tc Hn
Quc vo cc website ca B gio dc Nht Bn (thng 4 2001) nhm phn i nhng
cun sch gio khoa phn nh sai lch s do Nht Bn xut bn.
Nhng ri ro lin quan n cng ngh
Xt trn gc cng ngh th c ba b phn d b tn cng v tn thng nht khi thc
hin giao dch thng mi in t l:
- H thng ca khch hng : c th l doanh nghip hay c nhn
- My ch ca doanh nghip: ISP nh cung cp dch v (Internet service provider),
ngi bn, ngn hng
- ng dn thng tin (communication pipelines)
Sau y l nhng ri ro thng gp nht v cng ngh i vi cc website thng mi
in t:
- Cc chng trnh my tnh nguy him (malicious code)
Cc on m nguy him bao gm nhiu mi e da khc nhau nh cc loi virus, worm,
nhng con nga thnh Troa,

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Virus thc cht l chng trnh my tnh c kh nng t nhn bn hoc t to cc bn

sao ca mnh v ly lan sang cc chng trnh, tp d liu khc trn my tnh. Bn cnh
kh nng nhn bn (t ti to) cc virus my tnh u nhm thc hin m ch no .
Mc ch c th tch cc nh n gin l hin th mt thng ip hay mt hnh nh hoc
cng c th l nhm nhng mc ch xu c tc hi gh gm nh ph hy cc chng
trnh, cc tp d liu, xa sch cc thng tin hoc nh dng li cng ca my tnh, tc
ng v lm lch lc kh nng thc hin ca cc chng trnh, cc phn mm h thng.
Tin tc (hacker) v cc chng trnh ph hoi (cybervandalism)
Tin tc hay ti phm my tnh l thut ng dng ch nhng ngi truy cp tri php
vo mt website hay h thng my tnh. Thc cht mc tiu ca cc hacker rt a dng.
C th l h thng d liu ca cc website thng mi in t, hoc vi nguy him
hn chng c th s dng cc chng trnh ph hoi (cybervandalism) nhm gy ra cc
s c, lm mt uy tn hoc ph hu website trn phm vi ton cu. Th d nh ngy
1-4-2001, tin tc s dng chng trnh ph hoi tn cng vo cc my ch c s dng
phn mm Internet Information Server ca Microsoft nhm lm gim uy tn ca phn
mm ny v rt nhiu nn nhn nh hng hot hnh Walt Disney, Nht bo ph Wall
phi gnh chu hu qu.
Ri ro v gian ln th tn dng
Trong thng mi in t, cc hnh vi gian ln th tn dng xy ra a dng v phc tp
hn nhiu so vi thng mi truyn thng. Nu nh trong thng mi truyn thng, vic
mt th hoc th b nh cp l mi e do ln nht i vi khch hng th trong thng
mi in t mi e do ln nht l b mt(hay b l) cc thng tin lin quan n th tn
dng hoc cc thng tin giao dch s dng th tn dng trong qu trnh din ra giao dch.
S khc t phc v (DOS Denial of Service, DDoS)
S khc t phc v (DOS-Denial of Service) ca mt website l hu qu ca vic
tin tc s dng nhng giao thng v ch lm trn ngp dn n tc nghn mng truyn
thng, hoc s dng s lng ln cc my tnh tn cng vo mt mng (di dng yu
cu phn b dch v) t nhiu im khc nhau gy nn s qu ti v kh nng cung cp
dch v.
Nhng cuc tn cng DOS c th l nguyn nhn khin cho mng my tnh ngng hot
ng v trong thi gian , ngi s dng s khng th truy cp vo cc website thng
mi in t no nhit nh eBay.com hay Buy.com, nhng tn cng ny cng ng ngha
vi nhng khon chi ph v cng ln v trong thi gian website ngng hot ng, khch
hng khng th thc hin cc giao dch mua bn.
Thng 2-2000, cc v tn cng DOS t bn tin tc l nguyn nhn dn n ngng hot
ng ca hng lot website trn th gii trong nhiu gi nh eBay ngng hot ng
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trong 5 gi, Amazon gn 4 gi, CNN gn 3.5 gi, E-Trade gn 3 gi, Yahoo v Buy.com
v ZDNet cng ngng hot ng 3 n 4 gi. Ngay c ngi khng l Microsoft cng
tng phi gnh chu hu qu ca nhng cuc tn cng ny. Cho n nay, c th gii
ang hi vng tm ra bin php hu hiu nhm ngn chn nhng cuc tn cng tng t
trong tng lai.
DdoS : S dng s lng ln cc my tnh tn cng vo mt mng t nhiu im khc
nhau gy nn s qu ti v kh nng cung cp dch v

Tn cng DDoS

K trm trn mng (sniffer)

K trm trn mng (sniffer) l mt dng ca chng trnh nghe trm, gim st s di
chuyn ca thng tin trn mng. Khi s dng vo nhng mc ch hp php, n c th
gip pht hin ra nhng yu im ca mng, nhng ngc li, nu s dng vo cc mc
ch phm ti, n s tr thnh cc mi him ho ln v rt kh c th pht hin.
Xem ln th in t l mt dng mi ca hnh vi trm cp trn mng. K thut xem ln
th in t s dng mt on m n b mt gn vo thng ip th in t, cho php
ngi no c th gim st ton b cc thng ip chuyn tip c gi i cng vi
thng ip ban u.
Nhm ri ro v th tc, quy trnh giao dch ca t chc
Nhiu website vn tin hnh bn hng theo cc yu cu m khng c bt k s xc thc
cn thit v cn trng no v thng tin ca ngi mua. H a ra cc n cho hng v
tin hnh giao hng nu nhn c n chp nhn cho hng t pha ngi mua.

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Do khng c nhng bin php m bo chng ph nh ca ngi mua trong quy trnh
giao dch trn cc website nn khng th buc ngi mua phi nhn hng hay thanh ton
khi n t hng c thc hin v hng giao.
Hay nhng n t hng khng c nh cung cp thc hin trong khi khch hng
tin hnh tr tin m khng nhn c hng, nh cung cp t chi nhn n t hng
Khi cc bn tho lun mt hp ng thng mi qua h thng in t, hp ng s
c th c thit lp bng cch mt bn a ra li cho hng v bn kia chp nhn li
cho hng. S tn ti ca mt hp ng c th gy tranh ci nu bn khng c bng
chng v s hnh thnh hp ng. Doanh nghip s dng mt phng tin in t (nh
e-mail) trong qu trnh thit lp mt hp ng th ri ro do khng lng trc c.
Nhm ri ro v php lut v tiu chun cng nghip
Hiu lc php l ca giao dch thng mi in t. Nc ta mc d c lut v giao
dch in t, trong tha nhn gi tr php l ca cc ti liu in t. C ngi gi v
ngi nhn cc ti liu ny khng th t chi hiu lc php l ca n v cng khng th
t chi rng mnh gi hay nhn ti liu nu c s dng ch k in t an ton
Tuy nhin lm th no m bo rng mt tho thun t c qua h thng in t
s c tnh rng buc v mt php l khi c s khc nhau gia cc h thng php lut
khc nhau, v d Vit Nam v Nht Bn? Cha c mt cng c chung no v giao dch
thng mi in t c hiu lc s gy tr ngi trong vic gii quyt tranh chp khi hp
ng b vi phm. Ly n gin l ASEAN, cha c quy nh ni khi chnh thc iu
chnh giao dch in t
Vic la chn to n, trng ti, lut iu chnh khi xy ra tranh chp t giao dch in t
l mt vn cn thit trnh cc ri ro c th pht sinh. Cc quy nh cn tr s pht
trin ca thng mi in t hoc cha to iu kin thun li cho pht trin thng
mi in t nh ng k website, mua bn tn min; s chm tr v dch v chng thc
in t, thanh ton in t mt phn l do thiu cc vn bn php l iu chnh Ri ro
v tiu chun cng nghip. Thiu mt h tng cng ngh thng tin ng b v cha c
mt h thng cc tiu chun cng nghip ph hp vi tiu chun quc t v khu vc. S
thiu ng b v tiu chun cng nghip s gy nhiu kh khn trong vic trao i thng
tin v c bit l hot ng cho hng, t hng cng nh vn chuyn hng ho, th tc
hi quan, thu Mt khc s khc bit gia tiu chun cng nghip trong thng mi
truyn thng v thng mi in t cng c th gy ra nhng ri ro khng mong i.
c bit l i vi nhng hng ho v hnh nh cc loi dch v trn Internet th hin
nay vn cha c mt h thng tiu chun cng nghip no nh gi chnh xc.

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Mt s ri ro in hnh khc
www.goddady.com cung cp hosting v tn mim ca M t u nm 2004 cng
chn tt c cc giao dch c a ch giao thc trn mng (IP) 203.162.*.* ca Vit Nam.
Goddady thng bo xp Vit Nam vo danh sch cc nc (cng vi Trung Quc,
Bulgaria, Indonesia, Malaysia, Pakistan, Singapore) b chn khng c giao dch qua
mng vi mnh. Bin php git lm cn hn b st ny gy nh hng n nhiu
doanh nghip lm n nghim tc ca Vit Nam www.onehost.ws, t thng 4-2004
chnh thc khng cho ngi s dng Vit nam thm ch l quyn truy cp trang web
ny. Ch cn g www.onehost.ws bn cha h bit mt mi trang web ra sao th
nhn c ngay dng ch : blocking all orders from Vietnam due to the huge number
of frauds by Viet nam users (cm tt c mi n t hng t Vit nam do mt s
lng ln la o bi ngi s dng Vietnam). www.yahoo.com chn tt c cc mail
t hn.vnn.vn do c ngi s dng hm th ny spam vo cc ti khon mail ca
yahoo, vic ny khin cc doanh nghip Vit Nam s dng dch v ca VDC khng th
contact vi khch hng qua th in t c, gy nhiu thit hi v cn tr cc giao
dch.www.business.gov.com.vn khng c my thnh vin; www.vcci.com.vn khng
c cp nht t nm 2003; s gc ng ca nhng h thng c bo ch ca ngi
ht li nh www.B2VN.com hay www.MeetVietnam.comvn tng ni ting mt
thi u do thiu cc chin lc kinh doanh in t ng n, thiu nhn lc v ngun
u t di hn.
Ri ro v mt c hi kinh doanh
Nhn hiu C ph Trung Nguyn ca Vit Nam kh khng c giao dch trn mng
Internet bi v c ngi ng k bn quyn. Hay tn giao dch ca sn giao dch hng
th cng M ngh ca VCCI lc u l www.handivn.com.vn phi thay i li thnh
vn.craft.com.vn v tn ban u trng vi tn giao dch ca mt trang web thuc mt
cng ty trn th gii cng ang kinh doanh trn mng.
S du lch tnh Qung Ninh khng ng k c www.halongbay.com v b ng
k mt tn min ny, do phi ng k Vnh H Long vi mt a ch rt
dihttp:\\halongbay.halong.net
Ri ro do s thay i ca cng ngh
Nm 2002, khi Internet Explorer 6.0 ca Microsoft ra i cng vic kinh doanh trn
mng ca www.VideoHome.com ngng tr do phm mm download phim ca hng
khng tng thch vi trnh duyt mi ny. c tnh t lc IE 6.0 ra i cho n khi
cng ty thay th phn mm ti phim mi thit hi ln ti 1,2 triu USD. Ngc li,
FireFox ra i vi chun khc vi IE cng l nguy c cho cc website thng mi in
t vn chy tt trn IE nhng cha chc chy tt trn Firefox v ngc li

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Ri ro lin quan n thng tin c nhn

Mt s tin tc cn c th thay i thng tin c nhn khin cho ngi s dng gp nhiu
rc ri khng ch trong giao dch trn mng m cn trong cuc sng bn ngoi. Nm
1999, c Sarah Clarson bang California b bt giam v mt l do m c khng h
lm. S chng minh cng nh cc du hiu nh dng ca c b thay i v gn cho
mt n ti phm ang b truy n.
Tn cng qu khch
Thng 2/2000, mt tin tc 15 tui t xng l Mafiaboy tn cng cc a ch Internet ca
Yahoo, Dell, CNN, Amazon.com v eBay. Virus ca ngi ny tn cng my tnh
ca nhng hng trn bng cch to ra lnh gi cc yu cu gi lin tc trong sut 6 ngy,
lm t lit h thng trong 16 gi lin. Theo c tnh mi ngy Amazon.com c ti hng
nghn n t hng ln nh vi doanh thu trung bnh xp 500.000 USD/ ngy th vic
h thng my tnh t lit trong vng 16 gi ng h s lm hng mt rt nhiu n t
hng, cn cha k nhng thit hi v mt uy tn ca hng i vi khch hng
Cc hacker khai thc cc l hng ca cc h iu hnh nh Windows2000, Windows
Server 2000 v cc b Office ni ting ca hng to ra cc virus c sc cng ph v
mc ly lan kinh khng. V cc phn mm ca hng Microsoft c s dng rng
ri nn hu qu i vi cc mng my tnh trn ton th gii l rt ln. Chng hn nh
vo thng 7/2001, Virus CodeRed tn cng phn mm mng ca Microsoft. Con b ny
pht hin im yu trong h thng my tnh v t nhn bn trong qu trnh truy nhp.
Tng thit hi trong s c m n gy ra ln n 2,6 t
Cc gii php khng mang tnh k thut
Hin nay cc hng bo him ch nhn bo him mt s lng ri ro hn ch trong
TMT. V d nh AIG NetAdvantage SuiteTM hn ch nhn bo him 15 loi ri ro. V
vy cc doanh nghip lun phi t lc v ch ng trong vic phng trnh ri ro cho
chnh mnh v khch hng ca mnh. (Theo www.aig.com) Tuy nhin, theo sn phm
AIG NetAdvantage SuiteTMth nhng ri ro sau l nhng ri ro Thng mi in t
c hng AIG nhn bo him.1. Ni dung trang web (Web Content Liability): Cc ri
ro v ni dung ca Websites trn mng Internet bao gm nhng ri ro v vi phm bn
quyn, thng hiu, s hu tr tu, xm phm cc thng tin c nhn v gy nh hng
xu ti uy tn m xut pht t nhng ni dung c trnh by trn trang web Thng
mi in t. 2. Ri ro dch v Internet chuyn nghip (Internet Professional Liability):
Nhng ri ro do mc li trong cc dch v Internet chuyn nghip nh cung cp dch
v ng dng Internet-ASP (Application Service Providers), cung cp dch v InternetISP (Internet Service Providers), dch v qun l v an ninh mng, dch v thu my
ch, ng k tn min, cc dch v v trin khai giao dch Thng mi in t, dch v
tm kim trn mng v cho thu cng web in t. 3. Ri ro an ninh mng (Network

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Security Liability) Nhng ri ro an ninh mng my tnh c bo him b xm phm

nh nhng truy cp v s dng tri php, mt cp hoc tit l thng tin c nhn, ly lan
virus my tnh hoc b tn cng t chi phc v. Nhng tn tht c bi thng ch
bao gm tn tht do bn th ba kin i bi thng
4. Ri ro b mt ti sn thng tin (Information Assets Theft) bao gm nhng ri ro gy
ra nhng tn tht v d liu, cc ngun h thng my tnh v ti sn thng tin nh s
th tn dng, cc thng tin v khch hng, k c bng thng ca ng truyn do nhng
cuc tn cng trn mng
5. Ri ro b nh cp danh phn(Indenty theft), ri ro thng do cc hacker tin hnh
thm nhp vo my tnh c nhn ph kho m b mt v dng danh phn ca ngi b
nh cp vo cc mc ch xu. Nn nhn thng l nhng ngi ni ting v giu c
6. Ri ro v gin on kinh doanh (Business Interruption)do mng my tnh ca ngi
c bo him ngng hot ng hoc hot ng nh tr, do mt nguyn nhn an ninh
mng b ph v. Cng ty Bo him s bi thng cho ngi c bo him nhng thu
nhp b mt v cc chi ph pht sinh khc nh chi ph kin tng v chi ph iu tra
cng nh cc thit hi gin on kinh doanh khc lin quan. Ngoi ra, cc chi ph nhm
khi phc hot ng ca doanh nghip c cng ty Bo him bi thng ti a thm
100.000$
7. Ri ro b tng tin (Cyber Exortion) qua mng bao gm cc ri ro b e do tn
cng mng hay trang web, truyn virus, tit l thng tin v s th tn dng, thng tin c
nhn...Cng ty Bo him s bi thng cc chi ph dn xp vi bn tng tin v chi ph
iu tra
8. Ri ro khng b my tnh (Cyber Terrorism) c quy nh r trong lut chng khng
b ca Hoa K v theo Lut bo him ri ro khng b 2002 do tng thng Bush k. Cng
ty Bo him s bi thng cc thit hi cho c bn th nht v bn th ba bao gm cc
thit hi v d liu, gin on kinh doanh. 9. Ri ro v mt uy tn (Reputation) do cc
nguyn nhn nh tn cng t chi dch v, b l thng tin c nhn ca khch hng...Cng
ty Bo him s h tr mt khon tin 50.000$ m khng cn mt iu kin no c
10. Ri ro b pht (Punitive, Examplary risks) hoc buc phi bi thng do
Cc phn quyt ca ta n hay trng ti
11. Ri ro do b khiu ni (Claim Risks) i bi thng vt cht hoc phi vt cht nh
cng khai xin li, hun th
12. Ri ro b tn cng (Computer Attacks Risks)vo trang web hay mng my tnh nh
truy cp hoc s dng tri php h thng my tnh ca doanh nghip, tn cng t chi
dch v, nhim cc loi virus hoc su my tnh. 13. Ri ro b mt cp (Physical Theft of
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Data) b mt cp cc h thng ma tnh hay phn cng c cha cc thng tin quan trng,
cc h thng x l giao dch... 14. Ri ro thng tin (Crimminal Rewards Risk)cho
nhng thng tin hay vic truy bt hay buc ti nhng k ti phm tin hcCng ty Bo
him s tr ti a 50.000$ cho ri ro ny mt cch v iu kin. Hin nay, sn phm bo
him AIG NetAdvantage SuiteTM chia ra lm 7 loi sn phm vi cc loi ri ro c
bo him khc nhau. Trng hp ca Five Partners Asset Management: Joe Oquendo
l mt chuyn gia bo mt my tnh ca collegeboardwalk.com, ngi c php lm
vic cng vn phng v chia s thng tin trn mng my tnh ca hng Five Partners
Asset Management, mt nh u t ca collegeboardwalk.com. Li dng quyn hn ca
mnh, Oquendo thay i cc cu lnh khi ng mng ca Five Partners h thng
ny t ng gi cc tp mt khu ti mt ti khon th in t do anh ta kim sot mi
khi h thng ca Five Partners khi ng li. Sau khi collegeboardwalk.com ph sn,
Oquendo b mt ci t mt chng trnh nghe trm nhm ngn chn v ghi li cc
giao thng in t trn mng ca Five Partners trong c c nhng mt khu khng m
ho. Oquendo b bt khi ang s dng chng trnh nghe trm by mt khu mng
my tnh ca mt cng ty khc vi mc ch xo ton b c s d liu ca cng ty ny.
T trng hp ny cho thy, nguy c e do l b mt thng tin t pha trong
doanh nghip rt ln. Trong bt k trng hp no, cc cng ty tham gia thng mi
in t u phi c bin php thit thc nhm bo v nhng thng tin khng b nh
cp t c bn ngoi v trong ni b nhn vin cng ty. Trng hp ca cng ty Tower
Insurance (www.tower.co.nz)
Cng ty Tower Insurance (www.tower.co.nz) l cng ty ti chnh u tin New
Zealand m trang Web. Mi u cng ty ch mi gii thiu v nhng hot ng
bo him v ti chnh ca cng ty mnh cho i tc. Vi thng sau, cng ty AMP
(www.amp.co.nz) cng gii thiu trang Web ca mnh. Bn cnh nhng ni dung ging
Website ca cng ty Tower, AMP cn cung cp nhng dch v ti chnh trc tuyn
cho khch hng cho nn thu ht c ng o khch hng. AMP tr thnh cng
ty u tin New Zealand bn bo him t qua mng. Gi y Tower - ngi tng i
tin phong trong thng mi in t li phi ui theo cng ty AMP
V d ny cho thy nu khng bit pht trin mt cch hp l v nhanh chng cp nht
nhng cng ngh mi, cc cng ty i sau trong lnh vc thng mi in t hon ton
c th ui kp v vt xa hn nhng cng ty i tin phong. Gii php s dng phn
mm AntiFraud, doanh nghip hon ton c th s dng vi chi ph l di 10 USD
mt thng, nhng phn mm ny rt hn ch. Phn mm ny cung cp:
- Mt chng trnh cung cp t ng min ph cc a ch chuyn tip th in t hay
a ch web. AntiFraud cung cp cho khch hng chng trnh cho php t ng kim
tra a ch th in t ca ngi mua da vo danh sch c (Red Flag). Hin nay
danh sch ny c khong 2000 a ch c ng k v c cp nht thng xuyn

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- Mt chng trnh theo di IP (IP tracking) s t ng ghi li cc a ch IP ca nhng

my tnh m cc n t hng c thit lp trn . Tuy nhin c mt im hn ch v
i vi mt nh cung cp dch v Internet in hnh, h c th to ra cc a ch IP khc
nhau cho mi ln khch hng vo my v thc hin giao dch chnh v vy, nh cung
cp dch v Internet (Internet Service Provider) mi l ngi kt thc vic theo di ca
doanh nghip ch khng phi ngi s dng. - Mt chng trnh cnh bo gian ln tc
thi s cho php cc thnh vin pht hin ra s gian ln ca nhau.
- Mt bn tin c gi u n : Gii php h thng kim tra IP (IVS) ca nh cung
cp ni ting CyberSource (bao gm c kh nng x l thanh ton) vi chi ph thit lp
l 1495 USD, ph cho tng giao dch l 0,39 USD, cng vi ph duy tr hng thng l
195 USD
CyberSource tuyn b rng h thng IVS ca h c kh nng gim mc gian ln
xung cn 0,5% tr gi cc giao dch.IVS c xy dng da trn ng c tr khn
nhn to v hot ng nh v s phn tch nhng nt c trng ca mi giao dch bao
gm: thi gian t hng, a ch IP, v tr a l, ni giao hng v rt nhiu yu t khc
N bao gm tt c 150 giao dch vi hng lot cc chng trnh kim tra d liu,
phn tch s tng quan, phn tch nhy cm ca cc giao dch hin thi so vi cc
giao dch tng c gian ln. Sau , h thng IVS s cn nhc a ra kt qu v so
snh chng vi kt qu d on trc ca cc nh kinh doanh t khng nh giao
dch c th thc hin hay hu b. Cc doanh nhn c th xc nh c mc ri ro
m h c th chp nhn. H c th tho mn c thi mua hng ca khch hng i
vi nhng sn phm c bit. Tuy nhin, chi ph s l hi cao so vi cc doanh nghip
nh, gii php CyberSource cung cp nhng li ch sau:
- Nhanh v tin li, ch trong vng 5 giy kt qu s c chuyn ti khch hng.
- Pht hin ra s gian ln trc khi n xy ra bi vic nh gi mi n t hng, v s
dng hng triu kt qu ca cc giao dch thnh cng cng nh khng thnh cng
khc phc hin trng gi mo ca nhng giao dch th tn dng c gian ln trong tng
lai.
- Gin tip hay trc tip gim chi ph ca cc giao dch c s gian ln (v d nh chi
ph hon tr, tin pht, t l chit khu cao) v hn th na l chi ph hng thng cho
cc nhn vin thc hin cng vic kim tra chng gian ln. - H tr thng mi in t
24 gi trong ngy, 7 ngy trong tun. - D dng khc phc c gian ln ngay c khi
khi lng n t hng ln. - H thng tr khn nhn to pht trin ph hp vi tng
giao dch, gip cc nh kinh doanh trn Internet s tng c hiu bit t mi giao dch.
- Kt qu - gian ln gim di 1% v trong nhiu trng hp hn 5%, v thm ch c
th gim xung di mc c th t c bng nhng phng tin th cng v h thng
kim tra a ch AVS

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Mc d chi ph s dng phn mm ny tng i cao, tuy nhin gi c khng phi l

yu t quan trng. i vi nhiu website, li ch m CyberSource em li cn ln hn
nhiu chi ph s dng n. V vy, nu sn phm hay dch v ca doanh nghip c sc
hp dn i vi nhng k trm trc tuyn, y l mt gii php hu hiu.

Cc bin php phng trnh ri ro trong thng mi in t

Bo mt trong giao dch
Trong giao dch thng mi ni chung, v giao dch thng mi in t ni ring, vic
bo m tuyt i s b mt ca giao dch lun phi c t ln hng u. Bng khng,
doanh nghip c th gp nhng nguy c nh nghe trm, gi mo, mo danh hay chi ci
ngun gc...
m bo s b mt trong giao dch, ngi ta thng dng nhng bin php sau
M ha d liu
- M ho kho b mt (Secret key Crytography): M ho kho b mt hay cn gi l m
ho i xng, ngha l dng mt kho cho c hai qu trnh m ho v gii m. Kho
ny phi c gi b mt.

M ha kha b mt

u im:
+ p ng yu cu v tnh xc thc: xc nh bn i tc v trao i cha kha vi
h, ch c bn i tc c th gi thng ip v ch c h bit cha kha
+ p ng yu cu v tnh ton vn: Khng ai c th thay i ni dung thng ip nu
khng bit cha kha

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+ p ng yu cu v tnh khng th chi b: Bng chng ng vi ni dung thng

ip k
+ p ng tnh ring t: Khng ai khc c th c ni dung thng ip nu khng bit
cha kha
Nhc im:
+ Kh trao i cha kha gia ngi gi v ngi nhn
+ Mi khch hng phi c mt cha kha ring -> vic to v qun l kha kh khn
+ D gii m hn : brute force
- M ho cng khai (Public key Crytography): M ho cng khai hay cn gi l m ho
khng i xng. Phng php ny ngi ta s dng hai kho khc nhau, kho cng khai
(Public key) v kho b mt (Private key). Kho cng khai c cng b, kho b mt
c gi kn.

Kha bng cha kha cng khai

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Kha bng cha kha b mt

Ch k in t
S dng ch k in t nhm m bo tnh ton vn, duy nht v khng b sa i bi
ngi khc ca d liu trong giao dch. Ch k in t l mt cng c bo mt an ton
nht hin nay. N l bng chng xc thc ngi gi chnh l tc gi ca thng ip m
khng phi l mt ai khc. Khng nhng th, khi ch k in t c gn vi mt thng
ip in t th m bo rng thng tin trn ng chuyn i s khng b thay i bi
bt k mt ngi no ngoi ngi k ban u. Mi s thay i d nh nht s u b
pht hin mt cch d dng.
Ch k in t c th l ch k t nh t bn phm, mt bn qut ca ch vit tay; mt
m thanh, biu tng; mt thng ip c m ho hay du vn tay, ging ni...
Phong b s (Digital Envelope)
To lp mt phong b s l mt qu trnh m ho mt cha kho b mt (cha kho DES)
bng kho cng khai ca ngi nhn. Cha kho b mt ny c dng m ho ton
b thng tin m ngi gi mun gi cho ngi nhn v phi c chuyn cho ngi
nhn ngi nhn dng gii m nhng thng tin.
C quan chng thc (Certificate Authority CA)
C quan chng thc l mt t chc nh nc hoc t nhn ng vai tr l ngi th 3
ng tin cy trong thng mi in t xc nh nhn thn ca ngi s dng kho
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cng khai. S xc nhn ca CA v ch k in t, v lai lch ca ngi k, thng ip

ca ngi k v tnh ton vn ca n l rt quan trng trong giao dch in t. C quan
chng thc c vai tr quan trng, bi trong thng mi in t, cc bn tham gia khng
gp mt trc tip nhau v i khi khng quen bit nhau nn rt cn c s m bo ca
ngi th 3. H thng bo mt hin nay m bo an ton rt cao, gn nh l tuyt
i, song vic thc hin ph thuc vo trnh cng nh thc trng c s h tng tin
hc ca cc bn.
Kim tra tnh ng n v chn thc ca thng tin trong giao dch
Mc d s dng nhng bin php k thut bo mt thng tin trong giao dch, song
khi nhn c cc thng tin ngi s dng vn phi kim tra tnh ng n, chn tht
ca thng tin. Giao dch trn mng l loi hnh giao dch khng bin gii c tnh cht
ton cu. Cc bn giao dch khng gp nhau, thm ch khng h quen bit nhau, v y
cng chnh l c hi cho k xu li dng thc hin mc ch ca mnh. V vy,
vic kim tra tnh ng n v chn tht ca thng tin trong giao dch cn phi c
thc hin thng xuyn phng trnh nhng ri ro nh thng tin gy nhiu, gi mo
hay la o. Cc bin php kim tra cn tu theo tnh hung c th m p dng. C th
dng cc phng php k thut hoc phng php iu tra mang tnh x hi...
Lu tr d liu nhiu ni vi nhiu hnh thc
phng nhng ri ro him ho do thin tai, s c bt ng hay nhng hnh ng
chin tranh khng b... th vic lu tr d liu trong thng mi in t nhiu ni vi
nhiu hnh thc l vic lm rt c ngha. Vic lm ny to s an ton v lin tc trong
hot ng kinh doanh trn mng.
Ci t cc phn mm chng Virt tn cng
Virt lun l him ho i vi cc doanh nghip kinh doanh trn mng. S ph hoi ca
virt l khng th lng ht c.
Virt my tnh l nhng on m c lp trnh ra, do s v hay bt cn ca ngi s
dng m virt c ci vo h thng. Khi c ci t vo h thng, n s tin hnh
ph hu, o ln ton b c s d liu ca doanh nghip c lu tr trong my tnh
hay n cp nhng thng tin v chuyn nhng thng tin cho ngi gi virt... Virt
my tnh c pht tn nhanh v nh hng trong mt phm vi rng. Cc virt c cu
to ngy cng phc tp v s ph hoi ngy cng ln vi mc nghim trng.
V vy chng s tn cng ca virt my tnh cc doanh nghip kinh doanh trn mng
cn ci t nhng phn mm chng virt c hiu qu v thng xuyn cp nht chng
nhng virt mi.

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Tham gia bo him

Cc bin php nu trn u l nhng bin php cn thit phng trnh nhng ri ro bt
trc trong thng mi in t. Song cho d c p dng bin php no i chng na cng
khng th m bo an ton mt cch tuyt i bi c rt nhiu ri ro mang tnh khch
quan. Ri ro c th xy ra hoc khng, lc ny hay lc khc, mang li tai ho ln, va
hay nh... con ngi u hon ton khng lng trc c.
V vy, m bo an ton hn trong qu trnh giao dch trn mng, ngoi p dng cc
bin php nu trn, cc doanh nghip kinh doanh nn tham gia bo him cc ri ro trong
kinh doanh trn mng. Hin nay, mt s cng ty bo him nc ngoi tung ra th
trng mt loi dch v bo him mi l Bo him Internet - Internet insurance cng
ngay trn mng Internet. Mc d cha phi l y , song nhng bin php nu l
cc bc c bn phng nga v hn ch nhng ri ro tn tht c th gp phi trong
qu trnh kinh doanh trn mng ca cc doanh nghip.

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Tham gia ng gp
Ti liu: Gio trnh thng mi in t
Bin tp bi: Khoa CNTT HSP KT Hng Yn
URL: http://voer.edu.vn/c/f39895c2
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Trang ba thng mi in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/4076fade
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: M u
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/1aa088ce
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Gii thiu v Internet,WWW,Web,Thng mi in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/40531ada
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Cc m hnh kinh doanh thng mi in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/f8a80c45
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Nghin cu th trng in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/9e0b13fe
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Mt s vn k thut trong thng mi in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/7921e609

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Giy php: http://creativecommons.org/licenses/by/3.0/

Module: Cc thanh ton trong giao dch thng mi in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/a3e286dd
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Vn bo mt, an ninh trn mng
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/e48dfb88
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Cc doanh nghip Vit Nam v TMT
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/efa1f29e
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Mt s lnh vc ng dng thng mi in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/a8d8d9cf
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Tho lun v vn thanh ton qua mng & hiu qu ng dng TMT
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/47984bab
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Tho lun v website thng mi in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/f68c842c
Giy php: http://creativecommons.org/licenses/by/3.0/
Module: Ri ro & Bin php phng trnh ri ro trong thng mi in t
Cc tc gi: Khoa CNTT HSP KT Hng Yn
URL: http://www.voer.edu.vn/m/cdd20613
Giy php: http://creativecommons.org/licenses/by/3.0/

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Chng trnh Th vin Hc liu M Vit Nam

Chng trnh Th vin Hc liu M Vit Nam (Vietnam Open Educational Resources
VOER) c h tr bi Qu Vit Nam. Mc tiu ca chng trnh l xy dng kho
Ti nguyn gio dc M min ph ca ngi Vit v cho ngi Vit, c ni dung phong
ph. Cc ni dung u tun th Giy php Creative Commons Attribution (CC-by) 4.0
do cc ni dung u c th c s dng, ti s dng v truy nhp min ph trc
ht trong trong mi trng ging dy, hc tp v nghin cu sau cho ton x hi.
Vi s h tr ca Qu Vit Nam, Th vin Hc liu M Vit Nam (VOER) tr thnh
mt cng thng tin chnh cho cc sinh vin v ging vin trong v ngoi Vit Nam. Mi
ngy c hng chc nghn lt truy cp VOER (www.voer.edu.vn) nghin cu, hc
tp v ti ti liu ging dy v. Vi hng chc nghn module kin thc t hng nghn
tc gi khc nhau ng gp, Th Vin Hc liu M Vit Nam l mt kho tng ti liu
khng l, ni dung phong ph phc v cho tt c cc nhu cu hc tp, nghin cu ca
c gi.
Ngun ti liu m phong ph c trn VOER c c l do s chia s t nguyn ca cc
tc gi trong v ngoi nc. Qu trnh chia s ti liu trn VOER tr ln d dng nh
m 1, 2, 3 nh vo sc mnh ca nn tng Hanoi Spring.
Hanoi Spring l mt nn tng cng ngh tin tin c thit k cho php cng chng d
dng chia s ti liu ging dy, hc tp cng nh ch ng pht trin chng trnh ging
dy da trn khi nim v hc liu m (OCW) v ti nguyn gio dc m (OER) . Khi
nim chia s tri thc c tnh cch mng c khi xng v pht trin tin phong
bi i hc MIT v i hc Rice Hoa K trong vng mt thp k qua. K t , phong
tro Ti nguyn Gio dc M pht trin nhanh chng, c UNESCO h tr v c
chp nhn nh mt chng trnh chnh thc nhiu nc trn th gii.

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