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УДК 304.2
RELATION BETWEEN SUPPLIER OF CULTURAL PRODUCT AND GENERAL PUBLIC - CURRENT ISSUES1
Do Thi Quyen
Hanoi university of culture, Vietnam, Hanoi e-mail: quyendhvh@gmail.com
Currently, sales and value relations in the market economy become popular and develop strongly. The general public is considered as a prop and the solid stronghold for the prosperity of all types of enterprises, regardless of sectors, industries, countries or ethnicities. The existence of enterpriese is associated with the presence of the general public. The general public (customers) plays a decisive role in business orientation of the enterprises. The public is not only the centripetal force attracting all activities of the enterprises but also the target and motivation for developing enterprises. Thus, in the present context, the general public's faith becomes the mission of enterprises. Meeting, satisfying the demands of the general public, establishing the general public's trust in business as well as enterprises defining their missions, responsibilities with the society ... are the necessary and urgent matters for sustainable development of enterprise systems in the economy. Relations between suppliers of cultural products (Enterprises) and general public (customers) are being paid much attention from enterprises. Solution for such item means response for three important issues including what is produced, how to produce and who deliveres.
Keywords: supplier of cultural products, relation between enterprises and general public.
1. Cultural products and services
They are cultural goods whose core value show in different sides including culture, spirit and intelligence. Cultural products are crystallization of smartness and sublimation in culture of artists and artisans. Therefore, first of all they are results of creativeness and presence of culture in form of demonstration, preservation, orientation and communication. Besides, cultural merchandises is final product of communication activities and effective communication. Hidden messages and values of life are main ingredients constituing nature of cultural products. In modern life, in parallel to strongly development of science and technology, cultural goods become a colorful media with eternal traditional values. This contributes to strengthen modern cultural values and narrow gaps among human being in over the world. Cultural items are also economical products which are traded in the market in purpose of satisfying customers' demand. In every aspect, the final target of such type of goods is to meet cutural and spiritual demand of people, to build a better life.
Cultural service products in Vietnam, apart from their inherent attributes, they have different characteristics. Cultural service products are also innovatively produced from labor costs (including waste about muscles, time and intelletural of employee). They also have different uses. The value of cultural service products used is often greater than the value of (the value of the exchange). And they are diffused in space, over time. Cultural service products are special commodities, and their creation and production can not be calculated, measured and accounted for as other common goods. There are highly valued cultural services on the market (artwork, artifacts, antiques, etc.) and, over time, this value may increase several times. Cultural service products not only represent material value, but also
1 The paper is being studied in the economic, political, cultural and social context of Vietnam.
include the spiritual, intellectual, emotional, aesthetic, and creative values of the people. It is because of the cultural value concealed within the specific cultural products that many cultural products have over time become more and more valuable.
The motive of buying and selling cultural service products meets the cultural and spiritual needs of society is not simply derived from the desires and demands of the individuals and communities in which they are influenced and impacted strongly by the economic, political, cultural and social factors of the country . The process of buying and selling cultural servicee products on the market takes place in a long and complicated way, because cultural goods meet the needs of spiritual culture - the kind of demand after material demand. Therefore, when considering the market for cultural service products (hereinafter referred to as cultural market), it is necessary to fully recognize the elements as well as the organic relationships between them.
The characteristics, nature and content of cultural service products also govern the prices, supply, demand, competition and the State management and regulation of the cultural market. On the one hand, culture is governed by supply and demand, value and competition, and on the other hand is dominated by the country's cultural consumption. In fact, many cultural service products are regulated by market prices, large commodity values, high prices and vice versa. However, many cultural products and services on the market are of great value but are not products for sale, and the State uses them for the purpose of satisfying the demand for public enjoyment. State stands to invest subsidies for these activities.
Thus, creative activity/cultural production is no longer a purely personal activity of artists, artisans, but is connected to the whole of society through market intermediation. Cultural products are now being produced industrially with a closed process from input to consumption, consumption in society. Engineering and technological content is increasing and permeating each element of cultural products to meet the increasingly diverse and delicate needs of people in modern society.
Cultural goods are existed in 2 basic forms including tangible and intangible one. The first consits of cultural products in definite shape in space which are available for sale. They are publishing products, pictures, cinematographic works and other art items with apparence in different markets namely publishing, artistic products and cinama respectively.
The other form of such type of goods is cultural services with immaterial and invisible value. They possess features as follows:
Simultaneity: Production and consumption happen at the same time;
Integrability: Production and consumption is integral;
Heterogeneity: The quality of different cultural services is varied;
Intangibility: They are existed in indefinite and invisible form before consumption;
Non-storage: It is impossible to store such type of goods in storage as the others.
Intangible cultural products include fashion shows, music performance, exhibition, cinema, theater, tourism, festivals and other art performances. They shall be showed in divers markets namely music, fashion show, theater, tourism and others respectively.
In Vietnam, the cultural market comes to life later than other market sectors in the national economy. After the Sixth Party Congress in 1986, other markets such as commodity and service markets; financial market, capital, currency; Real estate market; Science and technology market and the labor market in turn were born and rapidly develop to integrate with the development trend of the world. Cultural markets are cautiously referred to by the Party and the State (only mentioning some cultural products and services
2 This is a peculiarity of cultural policy in Vietnam.
such as books, newspapers, films, literary works, etc.). The need for trivial tastes of a public sector, the avoidance of commercialization, the need to improve the quality of cultural service products etc.). For the Eighth Party Congress, for the first time, the Party determined the need to develop an economic policy in culture and emphasized the dialectical relationship between culture and economy. Although the products, cultural services and cultural markets in the Party documents are not mentioned in detail, the core issue is still directed by the Party. Issues such as improving the quality of cultural products (books, newspapers, cultural products...), the quality of cultural services, investing adequate facilities for cultural activities, managing the market well in order to meet the cultural and spiritual needs of the society ... in the current market economy, it is the problem of clearing and strengthening the development environment of the cultural market with full of sensitive today, the important premise for building economic policy in the field of culture. However, through theoretical and practical experience, until the Ninth Party Congress, our Party has acknowledged the existence of the market for cultural service products and affirmed that it must "develop the market of products cultural services"as well as the task of "increasing budgetary support for economic growth ". A cultural market in Vietnam has been established and is developing strongly in each section, each area in the cultural field. In which, the cultural market in the city center develops strongly with diversified types of products and cultural services with high social demands (publications, art performances, theaters, Arts, tourism...); in rural and mountainous areas, the cultural market is gradually developing and concentrating in some small and essential sectors.
The late establishment and recognition of the cultural market in Vietnam is also a factor demonstrating their unique character as well as the inherent peculiarities of cultural service products in Vietnam. This difference is the basis for the explanation of cultural management policies as well as the relationship between enterprises and the public, the State with enterprises, the State and the public in cultural sense in Vietnam are similar but different from many countries in the world.
2. Manufacturers/suppliers of cultural products and services
Goods producers/distributors are known in other name of sellers including organizations or individuals in charge of manufacturing and providing merchandises to the market. They can undertake both roles of seller and buyer with intermediate function. Suppliers may be inside and outside enterprises specializing in manufacture, wholesale, retail sale and import of goods.
Currently, in addition to supply of cultural services according to market's demand, the sellers are willing to provide relevant products under national orientation. In cultural market, the sellers are producers and providers of cinematographic works, costume, music, theater, art, sculture, publishing items and tourism products.
In Vietnam, all of stages namely manufacture, distribution and consumption of cultural services are under tightly management of the State. The State shall define respectable needs to general public via communication and educational activities. Legal documents become useful tools to regulate and manage cultural market; to probibite production and popularity of harmful cultural products.
Producers and suppliers of cultural service products must be producers of ordinary material goods, they are producers, special creatives. The creation/production of cultural service products can be unique/rare, unique and strangeous. They may be writers, poets, dramatists, screenwriters, directors, actors, singers, painters, production organizations, cultural products and services...
One of the major differences in the production of cultural services in Vietnam compared to many countries in the world. In Vietnam, the production and circulation of
cultural services in the market, use of the public is subject to the direction of the State. The State adopts educational advocacy activities that drive public demand for healthy, valued cultural products and services. The State uses a system of deterrent legal documents prohibiting the activities of production, circulation of harmful and unhealthy cultural products and services...
Cultural service products are special goods, theoretically, their prices are calculated by the author's creative labor and the cost of the whole process of production and circulation. But the creative labor of cultural service products is special labor, which is difficult to quantify accurately. A cultural service product that is accessible to the public goes through a long creative process. The time consumes labor to create cultural products and services is very large, can not be calculated into the cost of products as the normal goods. At present, there are many cultural services and products at different prices. There are many types of cultural products and services that are of great value, but they can be lower in price than products. This gap is currently being compensated by the State with the policy of subsidizing and subsidizing some commodities (Political Books, Science and Technology, Children's Books, Art Programs ... for remote areas, remote, mountainous, island, popularizing and promoting literary and cinematographic works with cultural and historical values inside and outside the country). The remaining segments of cultural service products, sold at market prices, are governed by the regulation of supply and demand, value and competition.
In Vietnam, producers of cultural service products have a leading role in guiding the consumption demand of the society. The cultural service products are not simply tools and means of learning and entertainment but they are also the Party's sharp weapon of struggle on the front of cultural thought. Political security, economic, cultural and social security depends to a great extent on the level of public knowledge. The Vietnamese economy is operating under the market mechanism, socialist orientation, the Party and the State are deeply concerned about the need to enjoy the cultural values of the people. As a result, the production and trading of cultural products and services provided by manufacturers today not only meets the needs of the market but must be able to meet the needs of the country. The difference in the supply-demand relationship of cultural products and services is as bold as a particular rule in Vietnam:
Many cultural services products have bridges, even large purchasing power, high profit but no supply (not allowed producing and supply on the market). These are harmful and unhealthy cultural service products that are harmful to public needs, affecting the habits, customs, social morality, security, politics and national defense. Allow or prohibit the production, circulation or dissemination of this service.
On the contrary, many cultural products and services have low purchasing power, even without demand (due to objective and subjective causes such as socio-economic conditions and site of people) still has supply or large supply. It is a product of cultural services that perform the political tasks of the Party and the State in order to orient the public demand, raise the people's intellectual level and contribute to enriching the cultural and spiritual life of the society.
In fact, the State still regulates a large number of cultural service products under the cultural service program for the public in rural, mountainous and island markets. In addition, some cultural programs, some rare books, great value should be widely disseminated (such as "Thang Long Bookcase in thousand years of culture' to celebrate the 1000th anniversary of Thang Long - Hanoi with the budget of nearly 120 billion dong, trilogy film "Chieftain Tran Thu Do" the cost of 57 billion dong, "Legend of the metropolis', "Ly Cong Uan - road to Thang Long") the cost of 100 billion dong, The state
is still directly ordering, subsidizing or investing funds so that the price of cultural products and services is sold lower than the cost of production, or not sold (free of charge).
The state plays an important role in a cycle of production, distribution and cultural enjoyment. Considering from industrialized countries shows that the state plays a very limited role in production, distribution and consumption, but the state plays an important role as a midwife for products and services. Cultural service, the development of cultural markets; Create an institutional system; Establishment of infrastructure, including infrastructure of information and social infrastructure; human resource training. Thus, the State has four important roles in regulating the macroeconomic regulation of the economy, but the State is not directly involved in the creation of cultural products and services.
There are many non-economic cultural goods on the market, which serve the general interests of the community, such as sculptures, cultural activities and the public square. These are also cultural items. Associated with state funding, or at least social donations. Cultural and cultural production and consumption activities such as exhibitions, art exhibitions, museums, art festivals, etc., are not directly generated but have a positive effect. Pushing other industries to develop such as tourism, economy, hospitality industry, creating jobs for many people. Even cultural activity can produce a multiplier effect for many other external economic activities.
Investment in production for cultural and artistic activities like the process of investment in production and business of high technology in that area is a type of high risk investment. Because in cultural activities, between great investment and product quality is not a proportional relationship. According to common calculations, the highest level of investment will be the quality of the corresponding product, but in the field of culture and art does not always follow the logic of cause and effect. Therefore, once the risk occurs, it is necessary to sponsor and invest in the State. In order to develop cultural production, there must be support from the State in necessary times and social contexts and for specific cultural products.
3. General public - consumers of cultural products and services
General public/Customers are individuals who have ever used or intends to use products and services provided by enterprises. In different spaces and periods of time, every group of general public shall have different requirements and demands of culture and spirit depending on their capacity, level, living environment and condition. They can be intermediate consumers (agents, wholesale or retail-sale traders) or final users.
Demand level and use purpose of cultural services of general public varies at different location and time. Purchase and use of such services are regulated by financial capacity, intellectual level, living experience, aesthetic capacity and social-cultural-political conditions.
Characteristics of cultural consumption in Vietnam is different from the cultural consumption of many countries in the world. The demand for cultural products and services is also formed from the demand for goods and satisfy two basic conditions that require urgent payment. However, for a particular type of cultural service product, it is not possible for any group of beneficiaries and at any level to use it. Users of cultural services should have a certain level of awareness and experience. Therefore, the process of appearing demand for buying and enjoying cultural products and services also takes longer and is much more complicated than the demand for consumption of other common goods.
In order to meet the needs of the buyer through the process of propaganda and advocacy of the seller, the buyer must have a certain level of aesthetic qualification.
3 In Vietnam.
Therefore, the demand for cultural service products is closely linked to the educational level of the society as well as to the political, economic, cultural and social conditions. However, in practice, the behavior of buying and enjoying cultural products and services of the society is now largely dependent on the ability of individual income.
The demand for cultural service product is not only dependent on and influenced by consumer incomes, prices of related goods, population, tastes, expectations (of consumers). The demand for cultural service product is strongly influenced by political, cultural, social4 and intellectual conditions. The above conditions are decisive for demand, purchasing power and buying behavior. Of the public. Because the production and distribution of cultural products and services of manufacturers and suppliers are regulated and regulated by Vietnamese law. The consumption and enjoyment of healthy culture in the society is now also prescribed and encouraged by the law (consumption of healthy cultural products and services, not violating fine customs and ethics; It does not affect the human environment and does not go against the policies and laws of Vietnam.
4. Relation between producer/supplier and customer
Naturally, enterprises (providing and distributing products and services) and general public (having needs and payment capacity) are 2 sides of this relation. The relationship between enterprises and the general public is inherently a constant relationship. It is similar to any objective binding relationships in the life as "fish and water", "the breath and man", "the sun and human life", etc. It is the dialectical and mutual relationship, if one doesn't exist, the other is less likely to survive. Enterprises are manufacturers, suppliers, distributors of goods and services on the market to meet the consumption demand of society. Enterprises need the public as an indispensable biological body that functions to transform the output to maintain their viability. The general public - those who have been and will be capable of consuming and benefiting the products and services generated by enterprises. The general public also needs enteprises to satisfy the demand of personal or community. The general public needs enterprises as a body can not lack the individual parts of the system has the functional input that maintains living energy.
4.1 Enterprise can not be separated from general public. As a living organism, enterprises operate even in the material or non-material manufacturing sector, in the national of international scope, in any religion, etc. its excretory system always have to operate and develop in order to survive and adapt to environmental change. The natural environment of enterprises are increasingly harsh with significant changes of natural ecosystem. The social environment of enterprises is also increasingly more intense due to the current commercialization, international trade and global integration. Enterprises' products and services are adaptation, learning, experience drawn from the knowledge, specialized skill, the technology and technical operation, from-primitive-to -modern-sophistication management of skilled workers, artisans, the managers, leaders, researchers, scientists, experts in the field. The products and services of the enterprises is also combined by the creation of producer obtaining abundant inspiration and sublimation connected from the contentment and satisfaction of general public. Every activity of the enterprises derived from general public's demand. Quick to grasp and understand the wishes and aspirations of the public, manufacturing enterprises provide cultural service product overcome the obstacles from the operating environment, the challenges of market economy and international integration, the inadequacies of cultural management policy in Vietnam... to best meet the cultural needs of the public in the country. Applying the principles of
4 This is a peculiarity of cultural policy in Vietnam.
materialist dialectics, the relationship between enterprise and the public is embodied in the cause and effect category5.
4.2 Desires and requests of general public are decisive element for what to product, how to produce and who to be delivered. The most important obligation of the enterprise is to meet general public's need and look for the legitimate interests from the researching, assessing, and satisfying their demand. Therefore, the general public have an extremely important role for enterprises, especially in conditions of current market economy and international integration. Genertal public's demand drive all activities of enterprises. General public is paying to feed enterprises. The purchasing power of the general public decides the success or failure of the enterprises. More simply, products and services of the enterprises are accepted, bought and used by comsumers, then enterprises can recover capital to perform simple reproduction and expansion, competition to dominate the market, expand the scope, scale, operation speed, etc.
4.3 The innovation of production and business, quality of goods and services on the enterprise market aims to satisfy better the demand of general public. Acceptance and satisfaction of general public is the measure of the value of enterprises and the value of goods and services categories produced on the market, etc. On the contrary, enterprises' positions in the hearts, minds of general public are established and developed by enterprises. This depends on many factors such as if enterprises' products are really meet expectations of general public, if the price is suitable with the solvency, if sales policy and customer service of the enterprise are really satisfy the buyers and consumers, etc? And more importantly, if the ability to meet the supply of goods and services of enterprises are according to the orientation of the State, cultural and aesthetic traditions and morality of the country? Because Vietnam is the State that plays a major role in regulating and managing the market in particular, the economy in general. In cultural sector, producers and providers shall guide and orient the demand in order to stabilize and strengthen the market.
4.4 The relation between enterprise and the general public is the objective and inevitable relationship. They exist in any economy, whether it is the less developed economies or high-level developing economies. In develop countries, although such relation is inevitable, they do not appear at random, there is a selection, fierce rejection for every enterprise to participate in the market. A enterprise can survive and operate in the constant relationship with general public, they have to ensure the basic criteria in terms of resources (human and material), leadership and management ability, interoperability and sensitivity to market, ability to get along with the ecological environment, especially, enterprises have to identify their social responsibilities in the professional field, etc. The above dialectical relationship does not happen by accident, but with the selection, in fact, in the economy, many enterprises appear and develop as a solid stronghold, their brand image does not stop at national scope, but spreads to many countries even worldwide; on the contrary, many enterprises appear but be bankrupt quickly, sink into oblivion, even in the short time operation, they leave serious consequences for society (economic damage, mental/honors loss, ecological environment damage, etc). Lessons learnt from key economic cases shall be extremely useful to enterprises' management and operation as well as their behavior to society. Serious violations in Agribank, Vinashin, Epco-Minh Phung, Construction Bank (Pham Cong Danh), and Formisa in Vung Ang are warning to governmental authorities and enterprises in investment management, production development to minimize negative effects to habitat. Currently, intense competition, trade fraud, tax evasion, production/sales/storage of counterfeit goods, violation of intellectual property become too
5 Pair of cause-effect categories in Marxist-Leninist philosophy.
popular in the market. Contaminated food, toxic foods containing chemicals increasingly widespread on the market, ecological pollution are dangerous threat in Vietnam Top. Increase of food contaminated or containing toxic chemicals resulting in ecological environment polution is currently the danger at the top in Vietnam.
4.5 In fact, the relationship between enterprises and genereal public is the relationship between general public's faith and enterprises' mission. This is the business philosophy, the vital mission that businesses have to look forward to in the present context. Building and strengthening the trust in general public are the core mission covering, closely relating to the missions of enterprises in the career of serving general public. The function of the enterprises is to satisfy daily demands of individuals or group of people while the consumers shall be in charge of verification, assessment quality of products and services provided by the enterprises. In other words, the customers play an important role in realizing product's value, improve financial capacity of the enterprises in purpose of better satisfying general public's demand.
The public needs the enterprise to address the urgent need from secret to public. Enterprises help the public to make their consumer dreams come true. Without the manufacturer providing the product or service, the public can hardly afford to satisfy the extremely rich and diverse needs of the individual and the community. In this dialectical relationship, not only does the business have the right to choose the target public/market segments, the public also has the power to decide and judge the manufacturer of the service products to meet their needs. The delicate selection of the public in buying and consuming goods and services sometimes becomes too demanding for businesses, but public rigidity becomes a major motivator to success in the marketplace.
5. Outstanding issues
As mentioned above, the relation between enterprises and the public is a dialectical and selective relationship to enterprises. In purpose of building an effective and sustainable relation, important issues which should be paid special attention in cultural management in general, cultural market and relevant enterprises in particular, include:
5.1 The final purpose of all enterprises is to gain profit. The true businesses always consider satisfaction and customers' benefits as core criteria for their operation. The sustainable development should be originated from human being, bring benefits to them in order to built human and civilized ideas and activities. Operating purpose of the enterprises is profit, in orther words of money, it is necessary to establish awareness and human behivior for general interest of the public. In conclusion, the business must consider the public's belief as its mission, social responsibility and business ethnic as development orientation. All above-mentioned values contribute to create particular style and identity to society and consmers for each enterprise.
In any given perspective, corporate culture also includes the following implications:
Corporate culture is a system of values (in the form of objects or intangible) and norms created and accumulated by the enterprise through the process of doing business, in relation to the social and natural environment;
Corporate culture is the whole business style, business management, behavior in the internal relations of business with partners and society;
Corporate culture includes the unspoken rules of conduct, is an invisible force that becomes a mandatory rule accepted by business subjects; Corporate culture is the soft power that creates the sustainable development of the business.
In the view of Assoc. Prof. Nguyen Manh Quan, the building of a corporate culture is true: (1) In terms of content, it is about building and reaching consensus on a system of values, philosophy of action and methodology. Decision-making characterizes the style of
the business and should be followed strictly; (2) Purpose is to design and implement action programs to bring the system of values and methods of action into awareness and develop into the capacity for action of institutional members; (3) About the desired impact is to support members to transform the system of values and perceptions of action and perception that have formed into motivation and practical action6.
Corporate culture creates the company's own values that help enterprises achieve their goals, performance, and satisfy the needs and satisfaction of the public. Building corporate culture is building the foundation values for the sustainable development of the business; to contribute to making the business environment healthy and cooperative to enhance business capacity to dominate the market, to meet the needs of the public for the comprehensive development of human beings and a good and nice society.
It is required to define misions, social responsibilities of the enterprises to the public and partners, build trust for their presence and development in the market. In purpose of realizing purpose of profits, the enterprises have to perfectly implement the mission of "serving" the targeted public. In other words, the enterprises only gain profits when customers' desires are satisfied. Especially, it is prohibited to result in negative effects to social security, ecological environment from operating activites of the businesses.
The tangible costs of the enterprise need to be established, maintained and reinforced in addition to the intangible value system in the enterprise. The strength of the physical force is a measurable force, but it is limited in ability. In contrast, the power of the invisible forces is unlimited. Enterprises need to understand this feature to exploit the great potential of the intangible value of the business. Forming, filtering and crystallizing common notions of values, principles of respect, what is right/wrong, should/should not, the right way of doing things that corporate members need to respect and do.
Each enterprise is required to build a Code of Business Conduct relating to issues such as: (1) work; (2) organization; (3) customers; (4) colleagues; (5) seniors/juniors; (6) community, society, habitat; (7) government, economy, nation, and (8) implementation of social responsibilities in direction to human behiviors in business. Such key values as solid foundation support enterprises in provision of goods, satisfaction of cultural and spiritual demand, improvement of cultural life for sustainable development of the country.
It is required to create tangible values (architecture, uniform, symbols, logo, model, language) of the enterprise; enhance investment in human and material force. The remaining tangible values are appearance, image and human behavior of the business. Image of the enterprise showed via tangible structure becomes an impressed message which creates feeling of security for customer in selecting partners. Not to stop there, tangible values are living images of the existing life of the enterprise over the years and lasting with time. This also demonstrates the strength of material resources, financial resources of enterprises, capacity and efficiency of business management organization of enterprises in the market. The firmness of the enterprise through tangible values such as the wall dissipates all the anxieties and doubts of the public when it has relationships with enterprises in the purchase and consumption of goods and services.
Business style and professional leader should be paid more attention. Leaders should be typical representatives who dare to deal with challenges to accomplish proposed targets, try to promote other members to perform the general purposes. For enterprises, the election and appointment of the head should ensure four factors: capacity (including
6 Nguyen Manh Quan (2012), Special subject of Corporate Culture (Documents for training and improving the human resources for small and medium enterprises), Ministry of Planning and Investment, Enterprise Development Department, Hanoi, Page 5.
professional qualifications, leadership capacity, business management level), qualification (strategy, creative adaptability, assertive independence, interpersonal capacity, need for success, passion and risk acceptance), ethics (personal ethics, dedication and contribution) and leadership style. For entrepreneurs (the leader), the ethical element plays the role of the foundation, the capacity, the qualification is the core of the core and the style of the leader as the soul, the private identity of the enterprise culture.
5.2 There is an opposition between targets and performance methods in most of Vietnamese enterprises. The enterprises mostly are established in small and medium size with limited forces. Facing to the intense competition in period of integration, the variance between targets and activities of the enterprises is resulted from jink of loss and bankrupt. Existence and external elements affect considerably mission and responsibilities of the enterprises. The impatience and short-sighted thinking shall lead to apathetical and irresponsibility in relations among enterprises. These also result in unfair business or trade fraud. Therefore, communication and education activities about business culture building must be taken care of by both enterprises and governmental authorities.
5.3 There are shortcomings in building a policy for development of domestic enterprises. Legal documents and regulations on investment and development for the enterprises operating in Vietnam contains different inconsistencies including foreign-invested/domestic enterprises; state-owned/private enterprises; regular/particular goods-traded enterprises... It is required to have an equality and transparency about preferences to business lines, investment items, tax and bank interest rate for all kinds of enterprise.
The State should create a transparent legal system, attractive investment environment to ensure fair competition and development for enterprises. Besides, it is required to adjust, supplement and accomplish contents of legal system, investment policy, economic/admistrative/psychological management measure to match actual operation of the enterprises in development stages of the economy.
5.4 The public, consumers and users of cultural products and services are currently partners of the enterprises with smart choice and belief to prestigious trade mark. The companies expect not only smart choice but also responsibility and sharing in consumption of cultural products and services provided by themselves. In addition to support from government, assessment for quality of the goods and awareness in consumption (saying "no" to counterfeit articles) is considered as an important element contributing to development of the enterprises.
It is necessary to strengthen communication and education about role and importance of the public for enterprises and relation between enterprises and society. The public is a decisive element for existence and development of a enterprise. The enterprises' morality, social responsibility and mission are key to optimize selection of the users.
Enterprises need to pay close attention and concentrate on the material resources that create the value of cultural enterprise products that satisfy the needs of the public. The attitude and behavior of the enterprise must be imbued with the value created by the enterprise to the public. Corporate gratitude customers - not only quality products, low prices, attractive variety for many different needs of the public but also the long-term benefits that enterprises bring as the convenience when buying and consuming goods and services, communication between the business and the public, between the public and so on. It can create healthy playgrounds for the public, such as the Consumers' Association, The wise consumer club, the customer gratitude day. This is not only a source of inspiration for civilized consumption for the public but it is also an important basis for businesses to make decisions about what to produce. Which it is, to whom...
In conclusion, relation between enterprises and the public becomes inevitable and objective. In competitive market economy, users play an decisive role to development of the enterprises while suppliers of cultural products and services must satisfy the public's demands and define respectable need for them. Hence, this relation is considered as foundation relation for development of culture, economy, human and country. The sustainability and effectiveness of such relation depend mostly on management of the State in economy in general and cultural sector in particular.
References
1. Communist Party of Vietnam: Document of the 5th Central Conference, term VIII, (1998), National Political Publishing House, Hanoi.
2. Communist Party of Vietnam: Resolution of the 9th Plenum of Term XI of the Party's Central Committee (Resolution No. 33-NQ/TW) (2014), National Political Publishing House, Hanoi.
3. Nguyen Thanh Do - Nguyen Ngoc Huyen (2002), Business Strategy and Enterprise development syllabus, Labor and Social Publisher - NEU, Hanoi.
4. Ministry of Culture, Sports and Tourism (2016), Workshop "Building corporate culture and Vietnamese businessman culture for sustainable development" held by MCST on October 18, 2016 in Hanoi.
5. Jerome Ballet Francoise de Bry (2005), Business and morality, the World Publishing House, Ha Noi.
6. Hal F. Rosenbluth, Diane McFerrin Peters (2010), Customer comes second. Happy staffs happy customers, Knowledge Publishing House.
7. Nguyen Manh Quan (2011), Business Morality and Corporate Culture, NEU Publisher, Hanoi.
8. Nguyen Manh Quan (2012), Special subject of Corporate Culture (Documents for training and improving the human resources for small and medium enterprises), Ministry of Planning and Investment, Enterprise Development Department, Hanoi.
АКТУАЛЬНЫЕ ВОПРОСЫ ПРОИЗВОДСТВА И ПОТРЕБЛЕНИЯ
КУЛЬТУРНЫХ ПРОДУКТОВ
До Тхи Куиен
Ханойский университет культуры, Вьетнам, Ханой e-mail: quyendhvh@gmail.com
Статья посвящена вопросам взаимоотношений между обществом, общественностью и производителями культурных продуктов. Эти взаимоотношения являются объективными и неизбежными. Общественность рассматривается как опора и оплот процветания всех видов предприятий, независимо от секторов, отраслей, стран и национальностей. Само существование предприятий зависит от потребностей общества и само общество (потребители) играют решающую роль в бизнес-ориентации предприятия.. На сегодняшний день проблеме взаимоотношений между производителями культурных продуктов (предприятиями) и потребителем уделяется недостаточное внимание именно со стороны производителей. Решение этой проблемы лежит в ответах на вопросы: что производить, как производить и как будет осуществляться доставка до потребителя. В статье анализируется роль государства (Вьетнам) в развитии и поддержании производителей культурных продуктов на всех стадиях взаимоотношений; рассматриваются проблемы производителей культурных продуктов и их пути решения в современных экономических условиях.
Ключевые слова: Вьетнам, культурные продукты, потребитель, общество.
