quản trị chiến lược

5/19/2018 Qua n tri chi n lc

1/66

Qun tr chin lc GVHD: ThS. Nh Lc

MC LC

LI M U............................................................................................................................1

Chng 1: TNG QUAN.........................................................................................................2

1. Lch s hnh th!nh.........................................................................................................."

". #$% Vi&t N'(....................................................................................................................)

). *h+n ,-n th tr/n0.......................................................................................................

).1. *h+n ,-n th tr/n0 th2- 3 tr4 ,' l5....................................................................

).". *h+n ,-n th tr/n0 th2- nh+n 6h7u h8c:.............................................................

).). *h+n ,-n th tr/n0 th2- t+( l5:...........................................................................9

).. Th tr/n0 (;c ti


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".1. %Ec chin lc chun0.................................................................................................))

".". Thc thi chin lc th+( nhJK th tr/n0.................................................................)

".). QuE trnh thc thi chin lc........................................................................................."

".. Enh 0iE hi&u \u 6inh t.............................................................................................."

Chng 0: (NH GI( CHI-N LC................................................................................++

1. QuE trnh 6i( tr' ,Enh 04':.............................................................................................

". Enh 0iE chin lc th+( nhJK th tr/n0......................................................................

). %Ec ri r- c] th 0^K:........................................................................................................9

#-T LU)N..............................................................................................................................+

TI LI3U THAM #H4%......................................................................................................+&


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LI M U

Tr-n0 nh_n0 n( 0`n ,+a ,b n nh'nh A`n tr nnh 3c n! ch tr8n0 3!- 6h7u 3 ,^c trn0 c' n0/i Vi&t.

H!n0 l-t cEc thn0 hi&u ,b n nh'nh ndi tin0 c' nec n0-!i nh #$%a m-lli22a

L-tt2ri'a Qo , th+( nhJK th tr/n0 Vi&t N'( 3! 6inh A-'nh rMt th!nh c=n0.

Tr-n0 ,] #$% l! (It tr-n0 nh_n0 thn0 hi&u th+( nhJK se( nhMt 3ei nh_n0

6h] 6hn ec ,ù tr-n0 3kn0 O n(.N( "CC9 thc s l! th/i 6p qn0 nd c' chui

c' h!n0 thc n nh'nh #$% ti T*.H%@ 6hi (! n0/i A+n t ,ù chuIn0 thc n

nh'nh 3 hK 6h7u 3 3! s ti&n li c' n]. #$% hi&n ,'n0 An ,ù th tr/n0 thc n

nh'nh 3ei th Kh`n l! 9Cj. Tu nhi


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Chng 1: TNG QUAN.

1. Lch s hnh thnh.

#$% l! c;( t 3it tt #2ntuc6 $ri2A %hic62n n0h>' l! tht 0' rEn #2ntuc6a sn

Kh7( cu tJK ,-!n wx@ y2st'ur'nt Xnt2rn'ti-n'la ZH-' #p[. + l! (]n n nh'nh 3!

,'nh tr n


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2.KFC Vit Nam.' ch:T`n0 1"a Tk' nh! lu2S6 W~~ic2 T-2raSB C1 ch Yn0a *."a Q.T+n nha T*. Hb %h4 @inh.i&n th-i: Z?F?[ )??.R?"?.

$': Z?F?[ )??.R?".U('il: li2nh26~c3i2tn'(.c-(.3n.

N( 1RROa #$% , 6h'i trn0 nh! h!n0 ,`u ti


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#$% hi&n , c] ?" c' h!n0 Z? ti Th!nh KhB Hb %h4 @inha1O H! NIia )

bn0 N'ia1 %`n Tha " Vgn0 T!ua 1 ! y'

a " ! Nn0a " Hua1 u=n@< ThuIta ) nh Dn0a "

Nh' Tr'n03! Hi *hkn0a 1

L-n0 u


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'. Ph6n 789n h;


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3.3. Phn on th t!ng th"o tm %&,

Vi&t N'( l! (It nec KhEt trin nh'nh tr-n0 th/i 0i'n \u'.Vi&c KhEt trin th2-

nPn 6inh t th tr/n0 , 6- th2- nh_n0 Kh-n0 cEch sBn0 (eianh_n0 u

hen0 (ei ,^c i&t nh_n0 u hen0aKh-n0 cEch sBn0 n! ,c cEc n trf tiK thu rMtnh'nh. iPu ,] 0iK ch- #$% c] c s tin 3!- s th!nh c=n0 c' (nh 6hi ,^t ch+n

3!- th tr/n0 Vi&t N'(.*h+n ,-n th tr/n0 th2- h!nh 3i:Tin h!nh (It cuIc ,iPu

tr' } ti 3P n0u' l! 0iei trf s A chMK nhJn sn Kh7( thc n nh'nh c' #$% hn n0/i len tudi.

Tu nhi


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ch ,-[ th #$% , t- r' (It tr!- lu (ei tr-n0 cEch ti


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CHNG 2: PHN TCH M!I T"NG #INH $%ANH.

1. Ph6n >?h @B (= l! c=n0 3i&c ht sc \u'n tr8n0. Nh/ Kh+nt4ch (=i tr/n0 3> (= (! cEc A-'nh n0hi&K KhEt hi&n r' c hIi 3! ,2 A8'

c' (nh , t ,] c] nh_n0 ec ,i Khq hK ,' A-'nh n0hi&K c' (nh,n 3eith!nh c=n0. Nh_n0 th' ,di tr-n0 (=i tr/n0 3> (= c] th tEc ,In0

trc tiK ,n Mt 6p lc ln0 n!- ,] tr-n0 n0!nha l!( in ,di cEc th lctr-n0 n0!nh cgn0 nh l!( th' ,di t4nh hMK An c' (It n0!nh. *h+n t4c (=i

tr/n0 3> (= '- 0b( Kh+n t4ch cEc u tB: 6inh ta ch4nh trFKhEK luJta3n h]' hIia c=n0 n0h&a nh+n 6h7u h8c.

1.1. 56i t!ng (inh t7

Tc tng GDP:T nh_n0 sB li&u c=n0 B c' tdn0 c;c thBn0 6


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Vei A+n sB Ra"9 tri&u A+n th!nh KhB Hb %h4 @inh n]i chun0 3! hn "C.CCC

A+n \uJn Th c n]i ri


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8ng thHc sH = cG hTi c?i thiOn s$c kh]^" Wc 0iOt = s$c kh]^ sinh

s?n ch! thanh nin" 8E thnh nin" sY dFng ngun =a! Tng di d! ch!

t%ng t:_ng 8 pht t:in kinh t.*

`Wt khc" d3n s d9i tuUi gi?m mnh gDp ph>n n3ng ca! cht

=ng gi! dFc thLng 2ua 8iOc gi?m tb s gia hZc sinh 8 gi! 8in"

2ua D n3ng ca! cht =ng ch%m sDc B t. ch! t: ^m" c?i thiOn cht

=ng s$c kh]^ d3n s tGng =ai*

Xng thQi" d3n s t:!ng T tuUi =a! Tng =9n" cng 89i sH pht t:in ca

khu 8Hc cLng nghiOp 8 dEch 8F t! nhu c>u =9n 8e ! t! nghe* Chi

tiu B t. t:!ng T tuUi =a! Tng gi?m sf ti.t kiOm c B t.* Hc =ng=a! Tng t:" di d! 8 ti.p tFc t%ng sf = ngun =Hc 2uan t:Zng ch! 8iOc

pht t:in kinh t. t:!ng ieu kiOn ?m 0?! 8iOc =m 8 c?i thiOn c

n%ng sut =a! Tng*

CG cu Rd3n s 8ngS cng = cG hTi dEch chuBn =a! Tng thLng 2ua di

c" t! Tng =Hc pht t:in kinh t. hTi" gDp ph>n Da Di gi?m nghj!

nhanh 8 0en 8ng*

TuB s ngQi =Hc =ng =a! Tng Lng 8e s =ng nhng cht =ng

cha ca! d! thi.u =a! Tng cD taB nghe ca!" s$c 0en cn hn ch." kl

n%ng 2u?n = cn nhieu 0t cAp* h^! s =iOu thng k ca Ung cFc

hng k n%m &''5" ch cD /";- d3n s tuUi t:_ =n c ! t!

chuBn mLn kl thuAt (c!n s nB _ thnh thE = &";- 8 nLng thLn =

+-)* :!ng nhDm d3n s t# & tuUi t:_ =n th1 ch +"5- t c t:1nh

T hZc 8n 0Ac t:ung 8 cha >B "- d3n s t:!ng T tuUi t:n t

t:1nh T hZc 8n 0Ac ca!*

+ ,'n0 l! c hIi s-n0 cgn0 thc s l! (It thEch thc ,Bi 3ei cEc A-'nh

n0hi&K 6hi l' ch8n Vi&t N'( l! th tr/n0 (;c ti


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1.'. MB


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+ l! (It t l& \uE thMK s- 3ei cEc nec tr-n0 6hu 3c nh n I l!

ja H!n QuBc l! 1Cj. T l& ,di (ei (E (]c thit c' Vi&t N'(

h!n0 n( cgn0 ch ,t ?F1Cja tr-n0 6hi cEc nec tr-n0 6hu 3c th t

l& tn0 n0 l! 1F"Cj.Tr-n0 l>nh 3c thc Kh7(a #HF%N , t- r' nhiPu 0iBn0 c+ trbn0a 3Jt nu=i c]

chMt ln0 tBta nn0 suMt c'-a 6h=n0 Ach &nh 3! ,( - tinh 3c int2rn2t , ('n0 #$% ,n rMt

0`n 3ei n0/i ti


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h^! s =iOu c o@K thnh ph \ Ch ình cLng 0 ngB &5V'"

t:!ng mQi thng 2ua" thnh ph cD /,/ dH n >u t t:Hc ti.p

n9c ng!i (qKI) c cp m9i JiB ch$ng nhAn %ng k >u t

89i tUng 8n t +;7"; t:iOu orK (t%ng &";- 8e s dH n 8 t%ng

,5",- 8e 8n s! cng kM)*

Vei (i tr/n0 dn ,nh 3! 0i!u t4nh l!nh (nh nh 3Ja Vi&t N'( , 3! ,'n0 l!

(It ,i( ,ù t hMK An tr-n0 nh_n0 n( tiK th2- ,Bi 3ei cEc nh! ,ù t nec

n0-!i.


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lc ('r62tin0 6h=n0 it (&t (}i cEc hn0 thc n nh'nh , Kh`n n!- ,t ,cth!nh \u 6hi t- n' 3ei 3i&c #$% n0! c!n0 c] nhiPu ,Bi th hn. yMt nhiPu ,Bi th c] th uMt hi&ntr-n0 th/i 0i'n tei 3! #$% s lu=n Khi chu7n sn s!n0 ch- 3i&c n!. i( \u' c]th 6 ,n:

a. Mc Donalds hng thc n nhanh ln nht trn th g.

Trec ti


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Th2- 6 h-cha hn0 thc n nh'nh m-lli22 c' *hilliKin2s s ( th


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MO


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chMt ln0 ,Bi 3ei sn Kh7( cgn0 tn0 th2- th/i 0i'na ,' sB n0/i ti


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%kn n0c li 6hi 0i( ,c EK lc t nh]( n! uBn0 thMK #$% s h-!n t-!n

ch ,In0 tr-n0 3i&c thc hi&n cEc chin lc c' (nh.

Vi&t n'( l! (It nec n=n0 n0hi&Ka trbn0 tr8t 3! chn nu=i l! h'i n0!nh ch4nh rMt

KhEt trin Vi&t N'(a ,iPu ,] , t- n?n h)m tha@ th7.

Vi&t N'( l! 1 nec n=n0 n0hi&K li c] nPn 7( thc rMt Kh-n0 Kh 3 th n0u c

t nh]( sn Kh7( c] 6h nn0 th' th n! 6h=n0 Khi l! nh} ,Bi 3ei cEc h!n0 thcn nh'nh. %] th 6 ,n nhiPu l-i sn Kh7( nh: c(a cEc l-i Enh l!( t It 0-a

=iao.,^c i&t Khi 6 ,n cEc (]n Kh 3! n nh_n0 (]n n 6h=n0 ch n0/i Vi&t

N'( (! ckn c th 0iei it ,n s'u 6hi *h " thc hi&n hnh thc $r'nchis2.

%-n n0/i Vi&t N'( 3Bn ' chuIn0 7( thc ch- n


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H]'a chE- ln N0h& noN0/i (iPn N'( li th4ch 3 n08t 3ei cEc (]n n truPn

thBn0 nh =ia cEc l-i Enh truPn thBn0Z Enh tta Enh 4ta Enh kao[o

%] th thM EK lc t cEc sn Kh7( th' th c' cEc hn0 thc n nh'nh l! rMt r

t!n0 3! cgn0 6h=n0 hP nh}. 0i( EK lc t nh]( n! cEc hn0 thc n nh'nh n


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%] nhiPu th=n0 tin ch- thM cEc hn0 ~'st ~--A len c' @| nh ur02r #in0a

*-K22vs 3! @cD-n'lAvs s 0i' nhJK th tr/n0 Vi&t N'( tr-n0 th/i 0i'n tei nh!

sEn0 lJK c' hn0 thc n nh'nh H!n QuBc l! Su' , ,n Vi&t N'( 6h- sEt th

tr/n0 3! chu7n ( Su' st-r2 ,`u tinh 3c 6inh A-'nh ,b n nh'nh tr


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(It sn Kh7( (ei la hMK An 3! h' hn chi( ,c nhiPu c( tnh c' n0/i

A+n Vi&ta ,+ l! (It tr-n0 nh_n0 ,i( (nh #$% s h_u 6hi 3!- th tr/n0 Vi&t N'(

.

'.1.2. 58n %h;(.F 5< h7 s8n %h;( c =o: sn Kh7( ch4nh t- n


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N( "C11a tdn0 A-'nh sB c' tJK ,-!n trJa tn0 "Rj s- 3ei n( "C1CA-'nh sB n( "C11 ti @| l!3 tH I>Ja 0i( "j s- 3ei "C1C.

Li nhuJn rkn0 c=n0 t n! thu 3P n( "C11 l! 1a)" t xSD. Th2- ,]a th tr/n0Trun0 QuBc ,]n0 0]K RC? tri&u xSDa ti @| l! ?R tri&u xSD 3! ti cEc \uBc 0i'6hEc l! 9O) tri&u xSD.

+ l! (It ,i( (nh c' #$% Vi&t N'( 3ei s hJu thun c' wu(

3.1.2. 4ng lAc Cnh doanh.

Trec 6hi ,n 3ei th tr/n0 Vi&t N'(a #$% , c] 0`n C n( KhEt trin tr


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chun 0i'- th2- nh_n0 n0u' l! c' h!n0 thcn nh'nh. #$% ckn 6h=n0 n0n0 cun0 cMK n0! c!n0 nhiPu l'ch8n ch- 6hEch h!n0 3ei (It (2nu Kh-n0 Kha cEc Ach 3; Kh; nh 0i 2 (in Kh4a0i'- h!n0 tJn ni (! 6h=n0 t4nh Kh4 3Jn chuno TMt c t- r' (It 6h nn0 ,^c i&ta

('n0 Kh-n0 cEch rMt #$%.'.1.. ,3 thng

%hn

%h.

#$% c] (It chui c' h!n0 rIn0 6hK cEc \uJn th!nh KhB Hb %h4 @inha H! NIi3! (It sB tnha th!nh KhB 6hEc 3ei ,Ii n0g nh+n 3i


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'.2. C hi. Mt th=% dn s tr *) nng ng.

Tr-n0 thEK A+n sB c' Vi&t N'(a chi( tr


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sch lkn0 ,/n0 c' ch4nh Kh 6hin ch- nh_n0 \uEn n 32n ,/n0 0iei hn 6hu 3c h-t ,In0a tiK ,] nh_n0 ,t c( 0! tr


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5c ChQ# ng9O t dLng.G! rEn #$% cgn0 nh cEc thc n nh'nh 6hEc Zch u 3ei cEc (]n rEn[

,c c-i l! c] hi ch- sc 6h}2 c-n n0/i nu ,c s A;n0 li s< hR tNng.H& thBn0 si


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%Ec u tB @c ,= \u'ntr8n0

H& sB T4nh ,i(

Bi th cnh tr'nh tr-n0 3! n0-!inec n0! c!n0 nhiPu 3! 0' 0t.

C.1" C.?

Thu suMt tn0 C.1 " C."

Dch &nh C." " C.

Nhu c`u tn0 C.1 ) C.

Sc 6h}2 n0u/i ti


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'.MO 8ng th7 mnh nMm DMt c hi, >S1W1: 3ei A'nh tin0 , c] t l+u li l! 1 thun0 hi&u (nh n


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S"W1: 3ei h& thBn0 Kh+n KhBi hi&n n'a ct n


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S9T1: nh/ 3!- sn Kh7( n0-n (i&n0. hK 6h7u 3a ,c ch in 3ei c=n0 thc,^c i&t n


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Khq hK 3ei (;c ti


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Li&t 6< cEc u tB nh hn0


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%=n0 n0h& ch inhMK An 3! ti


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T\ng VW 7B[@ h`lmn: 1]^ 12 1&2

Vei 6t \u thu ,c t (' trJn ,nh ln0 QS*@ cEc chin lc c] th ,c K

th2- (c ,I hMK An nh s'u:%hin lc th+( nhJK th tr/n0: 1RC ,i(.%hin lc KhEt trin sn Kh7(: 1?" ,i(.%hin lc 6t hK 3P Kh4' trec: 1O" ,i(.Vei sB ,i( l! 1RC ,i( th chin lc : Th6@ nh h;


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FD- ,+ l! 6hu 3c c] nhiPu 6hEch h!n0 (;c ti


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1 1 (in0 ).CCC" ) (in0 R.CCC) 9 (in0 1?.CCC R (in0 "O.CCC 1? (in0 .CCC

Thc n nh:

STT T


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S /h=c !3t h7 hnh:

F Hn0 3: ,c ,^c trn0 i 11 l-i 0i' 3 ,c ,^c chri


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T thEn0 C? n( "C1)a #$% , chun s'n0 ,`u sB (ei UVWW XWVV. + l! tdn0,!i ,^t h!n0 (in Kh4 cuIc 08i c' #$%. Mt c ni n!- n ,Pu c] th 08i,c sB n!a n 6h=n0 c`n Khi nhe ( 3qn0 nh sB tdn0 ,!i cg trec ,+.


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2.'CF? ?hng


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Hu ,In0 1) nh+n 3i


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~. %hn0 trnh Vi&t N'( tr-n0 t=i Fnh+n 6 ni&( )R n( 0ii Kh]n0 h-!n t-!n (iPn N'(FThBn0 nhMt ,Mt nec QuBc t l'- ,In0 1" n( sinh nhJt Ec.

FTh/i 0i'n: )C{{"C1 "C{{"C1.

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Tn0 Cj ln0 ch- (i nh+n 3i


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FTh/i 0i'n: "{R F{R{"C1.

FH-t ,In0:

Td chc cuIc thi t( hiu Vi&t N'(F Mt Nec %-n N0/i ch- nh_n0 6hEch h!n0 ,n3ei #$%

t^n0 1CC tru&n tr'nh ch- 1CC 6hEch h!n0 nh} ,`u ti


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%' h!n0 trn0: chu trEch nhi&( ch4nh ch- (8i h-t ,In0 c' chi nhEnha 6i( s-Et \uE

trnh ,`u r' a ,`u 3!-.Qun l5: ,iPu 6hina Kh+n d nh+n 3i


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3ei chn0 t=ia cun0 cMK (in Kh4a ,` , - hi( hIia - hi( ta- hi( l'- ,In0a

6hE( sc 6h}2 ,nh 6p a tr cMK hIi.. , h8 'n lkn0 (! l!( 3i&c. bn0 th/ia ckn \u'n t+(

tei t+( ta ,/i sBn0 c' nh+n 3i


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++

,ho-n c 3ng4n gi5(6ng)

+hnhti7n %hi ch8

1 SuMt n IH 1HH.HHH I.HHH.HHH !in mdt2 - 2H 1HH.HHH 2.HHH.HHH qo trng s< mi

N0u hu? hBdn ?hng


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"#$% C&' &+

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ng% Tu tin

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c. %hn0 trnh: V'l2ntin2 Ni trEi ti( hk' nhK

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TiPn ln0 tn0th


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TiPn ln0 \2.HHHMvi ng% 2 ca,tng thm 1I nh$nin

Thn0 \2.HHH!ng jH /


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~. %hn0 trnh Vi&t N'( tr-n0 t=i Fnh+n 6 ni&( )R n( 0ii Kh]n0 h-!n t-!n (iPn N'(FThBn0 nhMt ,Mt nec QuBc t l'- ,In0 1" n( sinh nhJt Ec.

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rng V8 VFnh ?hnh Kd?h l8Onh h k ?hB h> hu? hBdn ?hng


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%hi Kh4 n0u


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%hi Kh4 n0u


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