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Chng 6: Hoch nh
1
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7/24/2019 Hoch nh Chin Lc
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I. Khi nim, chc nng v cc
loi hoch nha. Khi nim
Hoch nh l q !"#nh !$ chc %on !h&o v!h'c hin cc () hoch c*
!h+ -c "/.
Hoch nh l q0)! nh ! !"2c 3h&i lm cig#, lm nh !h) no, (hi no
lm v /i %4 lm vic5.
Hoch nh chnh l 3hng !hc 78 l9 v gi&iq0)! cc vn c5 () hoch c*
!h+ ! !"2c.
;
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7/24/2019 Hoch nh Chin Lc
3/31
I. Khi nim, chc nng v cc
loi hoch nhb. Vai tr ca hoch nh
Hoch nh l 3hng !in + li? 3h@n li v2i nh/.
Hoch nh giA3 chAng !/ lBn %n %ng =i3h5 v2i mDi !#nh h=ng !h/0 $i
cE/ mBi!"Fng >
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7/24/2019 Hoch nh Chin Lc
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I. Khi nim, chc nng vcc loi hoch nh
hF c5 hoch nh cc nh q&n !" c5 !h+nh@n in v !@3 !"ng chA 9 vo
vic !h'c
hin cc m*c !i
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7/24/2019 Hoch nh Chin Lc
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I. Khi nim, chc nng v cc loi
hoch nhc. Phn loi hoch nh
C5 nhi cch 3hRn loi hoch nh, '/ v mc ?
!h# !"ong m?! !$ chc c5 ; c3 hoch nh l:Hoch nh chin lcSl cBng
vic cE/ nhq&n !" c3 c/oT.
Hoch nh tc nghipSl cBng vic cE/ nh
q&n !" c3 !h3T.
U
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7/24/2019 Hoch nh Chin Lc
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I. Khi nim, chc nng v ccloi hoch nh
6
MC TIU
K HOCH TC NGHIP
K HOCH CHIN LC
K HOCH N DNG K HOCH THNG TRC
NGN SCH
CHNG TRNH
D N
CHNH SCH
TH TC
!UI "NH
H#nh 6.1 H !h=ng hoch nh cE/ !$ chc
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7/24/2019 Hoch nh Chin Lc
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II. V*c !i
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7/24/2019 Hoch nh Chin Lc
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II. V*c !i
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7/24/2019 Hoch nh Chin Lc
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II. V*c !i
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7/24/2019 Hoch nh Chin Lc
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II. V*c !i
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7/24/2019 Hoch nh Chin Lc
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II. V*c !i$ m*c !i
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7/24/2019 Hoch nh Chin Lc
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II. V*c !i
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7/24/2019 Hoch nh Chin Lc
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III. _A/ !"#nh hoch nh chi)n
l-c
1G
Hoch nh chin lc Hoch nh chi)n l-c l q !"#nh li
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4445 67a tr8nh hoch nh chi2n
+$c
1QH#nh 6.G _A/ !"#nh hoch nh chi)n l-c
51. ;c nh3< mnh =
mc tiu
5. >nh gii9m mnh= i9m "u
52. ?h@n tAch0 BCa = cD
hEi
5*. ;@" BFng G hoch chin lc 9 lFa chCn
5. )ri9n Ghai G hoch chin lc
5I. )ri9n Ghai G hoch tc nghip
5J. Ki9m tra = nh gi Gt u,
.1 +La trMnh hoch nh chin lc
`
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7/24/2019 Hoch nh Chin Lc
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III. _A/ !"#nh hoch nh chi)n l-c5Nc 1: ;c nh 3< mnh = mc tiu
c$a tOch
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7/24/2019 Hoch nh Chin Lc
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III. _A/ !"#nh hoch nh chi)n l-c
5Nc 2: ?h@n tAch cc cD hEi = 0 BCa
Cnh !"/nh !"ong n?i >? m?! ngnh: !ng, gi&mgi, q&ng
co, nhng %&n 3hLm m2i
Cc =i !hE cnh !"/nh m2i nh@3 ngnh
_0n !hng l-ng cE/ (hch hng
_0n !hng l-ng cE/ cc nh cng c3f' ^ D/ cE/ hng h5/ !h/0 !h)
16
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7/24/2019 Hoch nh Chin Lc
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III. _A/ !"#nh hoch nh chi)n l-c
5Nc : >nh gi i9m mnh =i9m "u c$a tO chi)! -c nhng (h& nng
cE/ !$chc: v !h) cnh !"/nh, ngen nhRn l'c,cBng ngh, !i chnh, nng
l'c q&n !" v!"#nh ?, !/0 ngh cBng nhRn vi
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7/24/2019 Hoch nh Chin Lc
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III. _A/ !"#nh hoch nh chi)n l-c
5Nc *: ;@" BFng cc chin lc 9 lFachCn
i)n hnh l'/ chDn m?! chi)n l-! 3h] h-3 v2i !$chc.
Cc chi)n l-! ' !h&o c5 !h+ -c c@3 !"
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7/24/2019 Hoch nh Chin Lc
19/31
III. _A/ !"#nh hoch nh chi)n l-c5Nc : )ri9n Ghai G hoch chin
lcWtch "b nhng ho! ?ng %4 !i)n hnh + ! m*c!i
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7/24/2019 Hoch nh Chin Lc
20/31
III. _A/ !"#nh hoch nh chi)n l-c
5Nc I: )ri9n Ghai cc G hoch tc nghiph'c hin () hoch chi)n l-c.K)
hoch !c nghi3 !hFng -c !"i+n (h/i v2i nh
q&n !" c3 !"ng gi/n, c3 c %J v !hFng 7! 3h! !cc () hoch
chi)n l-c cE/ !$ chc.5Nc J: Ki9m tra = nh gi Gt u,Ki+m !"/ vic !h'c
hin %o v2i () hoch, nh gi, "A!(inh nghim.5Nc P: QRp li ui trMnh
hoch nh
;j
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7/24/2019 Hoch nh Chin Lc
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4445 67a tr8nh hoch nh chi2n
+$c
;1H#nh 6.Q V/ !"@n 3h! !"i+n !h/m gi/ !h !"Fng SCfT
.2 !Sng c hoch nh/. V/ !"@n 3h! !"i+n v !h/m gi/ !h !"Fng
h 3hNn
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III. _A/ !"#nh hoch nh chi)n l-c
>. Ch ( %=ng cE/ $ chcz f&n
3hLm
Wsi/i on 3hBi !h/iWsi/i on 3h! !"i+n
Wsi/i on !"Jng !hnhWsi/i on %0 !hoi
;;
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7/24/2019 Hoch nh Chin Lc
23/31
4445 67a tr8nh hoch nh chi2n
+$c
;GH#nh 6.U V/ !"@n 3hRn !ch !h !"Fng f{
c. V/ !"@n 3hRn !ch !h !"Fng|f{
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7/24/2019 Hoch nh Chin Lc
24/31
III. _A/ !"#nh hoch nh chi)n l-c
1. i! (< cc i+m mnh, i+m 0) chE 0) >
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7/24/2019 Hoch nh Chin Lc
25/31
4445 67a tr8nh hoch nh chi2n
+$c
;U
. VB h#nh U 3 l'c cnh !"/nh cE/ V. ko"!^"
H#nh 6.6 VB hinh U 3 l'c cnh !"/nh cE/ V.ko"!^"
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7/24/2019 Hoch nh Chin Lc
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4445 67a tr8nh hoch nh chi2n
+$c3 chin lc cnh tranh:
WChi2n +$c :;n giWChi2n +$c (hc
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7/24/2019 Hoch nh Chin Lc
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It. _A/ !"#nh hoch nh !c nghi3
Hoch nh !c nghi3 l nhng hoch nhli
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7/24/2019 Hoch nh Chin Lc
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It. _A/ !"#nh hoch nh !c nghi3
K hoch Dn Bng:hpm vo nhng ho! ?ng (hBng c5 (h& nng
-c l3 li !"ong !ng l/i h/0 n5i cch (hc ln5 ch %8 *ng m?! lNn Sv
* nh mJ "?ng m?!3hRn 7Jng cE/ 7 nghi3T.
(a) Chng trnhCc >2c 7R0 'ng v !h'c hin chng !"#nh:
| ac nh nhng >2c chnh cNn !hi)! + ! m*c !i? 3h@n hoc !hnh
vi
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It. _A/ !"#nh hoch nh !c nghi3
(b) D n: Qui m nh hn v c th lmt b phn ca chng trnh !"c gi#ih$n
nghi%m ng&t v' cc ngun l*c +,-.ng v th/i gian h0n thnh1(c) Ngn
sch: ngun ti chnh !"cph2n b3 ch0 nh4ng h0$t !ng !5 !6nhtr0ng mt
7h08ng th/i gian -* 7i9n
;d
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It. _A/ !"#nh hoch nh !c nghi3
K hoch thUng u"nH2ng vo nhng ho! ?ng cE/ n v-c nh gi c5 (h&
nng hoc chZcchZn -c l@3 li J !ng l/i.(a) Chnh +chFng l=i ch o !$ng
q! + lm q0)!
nh, !hi)! l@3 nhng gi2i hn, (+ c&nhng i c5 !h+ lm hoc (hBng
!h+lm cE/ nhng q0)! nh.
Gj
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7/24/2019 Hoch nh Chin Lc
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It. _A/ !"#nh hoch nh !c nghi3
(b) ;h t.c
hng h2ng ~n chi !i)! + !h'c hinchnh %ch !"ong m?! hon c&nh
c* !h+.
(c) Qui !6nh
hng !0= v m?! %= vic -c3h3 h/0 (hBng -c 3h3 lm.
G1
