Maketing ng¢n h ng

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  • MARKETING TRONG BN SN PHM DCH V NGN HNG

    Tran Dai Bang 0913231387

  • CHNG TRNH KHO HCI/ Nhng vn c bn v Marketing ngn hngII/ Vn ho trong bn sn phm dch v ngn hngIII/ Qung co _ yu t quan trng trong bn sn phm dch v ngn hngIV/ Cc bi tp tnh hung

  • CHNG TRNH HC NGY TH NHTI/ Marketing ngn hngKhi nimBn chtc imNi dungQuan h gia Marketing v bn sn phm dch v ngn hng

  • CHNG TRNH HC NGY TH HAIII/ Vn ho trong bn sn phm dch v ngn hngNhng vn c bn v vn ho ngn hngChu trnh bn sn phm dch v ngn hngCc k nng c bn ca vn ho trong bn sn phm dch v ngn hng Bi tp

  • CHNG TRNH HC NGY TH BAIII/ Qung co_ yu t quan trng ca bn sn phm dch v ngn hngKhi nimMc tiuYu cuNi dungLa chn phng tin qung conh gi kt qu hot ng qung coXc nh ngn sch cho qung coBi tp

  • MC TIU CA KHO HCHiu c nhng ni dung c bn ca Marketing ngn hng v vn dng n trong bn sn phm dch v ngn hng thc c chuyn t phong cch bn hng c in sang bn hng hin iNm c yu cu ca nhn vin bn hng hin iHiu c chu trnh bn sn phm ngn hngVn dng cc k nng nng cao vn ho trong bn sn phm dch v ngn hngThc hin cc bi tp tnh hung

  • TNG QUAN V MARKETING NGN HNGpc

  • I/ TNG QUAN V MARKETING NGN HNG 1. KHI NIM Marketing ngn hng l mt tp hp cc hnh ng khc nhau ca ch ngn hng nhm hng mi ngun lc hin c ca ngn hng vo vic phc v tt hn nhu cu khch hng, trn c s m thc hin cc mc tiu ca ngn hng

  • 2. BN CHT CA MARKETING NGN HNGVic vn dng marketing vo lnh vc ngn hngQu trnh thng nht cao gia nhn thc v mi trng kinh doanh v hnh ng ca ngn hngNhim v then cht ca marketing ngn hng l phi xc nh c nhu cu, mong mun ca khch hng v cch thc p ng n tt hn i th cnh tranh

  • 3. C IM CA MARKETING NGN HNG MKT NH l loi hnh MKT dch v ti chnhMarketing ngn hng l loi hnh Marketing hng niMarketing ngn hng thuc loi hnh Marketing quan h

  • 4. NI DUNG CA MARKETING NGN HNG T chc nghin cu mi trng kinh doanh Ngn hngXc nh chin lc Marketing NHMi trng v m, vi m Sn phm Gi Phn phi Xc tin hn hp Quy trnh C s vt cht Con ngi

  • 5. QUAN H GIA MARKETING V BN SN PHM DCH V NGN HNG

  • 6. VAI TR CA MARKETING TRONG BN SN PHM DCH V NGN HNG L cng c bn sn phm dch v hiu qu L chin lc to li th cnh tranh bn sn phm dch v L yu t vn ho ca bn sn phm dch v Ngn hng

  • 7. CC YU T CA QU TRNH CUNG NG SN PHM DCH V NGN HNG Nhn vin bn hngKhch hngC s vt chtDch v

  • 8. NNG CAO CHT LNG SN PHM NGN HNG V sao phi nng cao cht lng ? Trit l kinh doanh ca nhiu ngn hng l: Ngn hng v khch hng v Ngn hng sng c l nh vo khch hng. y l ng lc quyt nh nng cao cht lng hot ng ca ngn hng

  • Cht lng ca sn phm ngn hng c cu thnh t cc yu t:

    Cht lng phc v ca nhn vinQuy trnh nghip vTc , tm l giao tipK thut cng nghUy tn, hnh nh ca ngn hngKhung cnh giao dch n tngSn phm trn gi, tp hp tin ch v li ch......

  • II/ VN HO TRONG BN SN PHM DCH V NGN HNG 1. MT S KHI NIM C BNBn hngBn hng c inBn hng hin iKhch hngNhn vin bn hng

  • KHCH HNG Khch hng ca ngn hng l t chc, c nhn s dng cc sn phm dch v ca ngn hng

  • KHCH HNG MONG MUN G KHI GIAO DCH VI NGN HNG S hi lng cao nht khi s dng sn phm v dch v ca NH

  • BA YU T C BN THO MN KHCH HNG

  • Kh nng tng gi trKh nng khc bit ha

  • TI SAO KHCH HNG RI B NGN HNG ?

  • NHN VIN BN SN PHM DCH V NGN HNG Trc tip phc v khch hngQuyt nh cht lng dch vQuyt nh mi quan h vi khch hngTo uy tn, hnh nh v s khc bit ca ngn hng

  • TAM GIC YU CU NHN VIN BN SN PHM DCH V NGN HNG ASKThi (Attitude)K nng (Skills)Kin thc (Knowledge)

  • TIU CHUN CA NHN VIN NGN HNG CHUYN NGHIP Hiu bit khch hng

    Hiu bit nghip v

    Hon thin phong cch

  • PHONG CCH NG X CA GIAO DCH VIN NGN HNG HIN I Nhit tnh Hot btChn thnhThn thin

  • 10 CCH GI KHCH HNG CHO NGN HNGLun hng vo nhu cu khch hngTrc ht, hy ginh cho khch hng nhiu hn ci m h mong iLa chn nhn vin giao dch c phm cht o c, hnh th, trnh nghip v, giao tip, tm lThm d nhu cu v s dng sn phm mi ca khch hngPhi c s i miTnh n gi tr cho khch hng trong di hn hn i th canh tranhChm sc khch hng chu oGi mi quan h thng xuyn vi khch hngGii quyt nhanh nhng than phin ca khch hngQuy trnh nghip v n gin

  • II/ VN HO TRONG BN SN PHM DCH V NGN HNG1. NHNG VN C BN V VN HO NGN HNG1.1. KHI NIM Vn ho ca ngn hng l ton b nhng gi tr, chun mc do cc thnh vin ca ngn hng to dng trong sut qu trnh tn ti v pht trin, n tc ng ti tm l, tnh cm, hnh vi ca mi thnh vin cng nh s pht trin bn vng ca t chc ngn hng.

  • 1.2.VAI TR CA VN HO

    Vn ho tr thnh ti sn v hnh ca Ngn hng, l yu t c tnh gi tr trong tng sn phm dch v v nh gi cho mt ngn hng.

  • 1.3. C TRNG CA VN HO NGN HNGVn ho giao tip trc tip din ra ph bin v thng xuyn trong quan h gia ngn hng v khch hng. Vn ho ngn hng mang tnh hp tc cao.Vn ho doanh nghip ngn hng mang tnh a dng, phong ph v v cng phc tp.

  • 1.4. NHN DIN VN HO NGN HNGPhong cch lm vicQuan h ni bQuan h bn ngoiH thng gi tr chun mc

  • 1.5. CU TRC CA VN HO NGN HNG

    Trit l kinh doanh Ngn hng Truyn thng, phong cch lm vic, nghi l ca t chc ngn hngBng h thng gi tr Cc hot ng tp th v vn ho, vn ngh, th thao trong ngn hngCc biu tng b ngoi

  • 1.6. Bng gi tr ca Ngn hng c lim chnh, trung thc, tn tu, sng to trong cng vicon kt, hp tc trong lao ngPhn u v cht lngLm hi lng khch hngT trng v bit phc tngTun th php lut v cc quy nh chun mc ca ngn hng

  • 1.7. CC BIU TNG BN NGOINgi ta c th nhn din c vn ho doanh nghip ngn hng thng qua cc biu tng b ngoi ca n nh: Hnh vi ng x giao tip ca nhn vin, c bit l nhn vin giao dch trc tip i vi khch hng, bn hng v cng ng, x hi. Cc biu tng ca ngn hng nh trang phc, tr s, cch thc bi tr tr s, hnh thc vt cht c th ca sn phm dch v... Biu tng ca cc Ngn hng thng khc nhau v th hin cc ngha ring bit ca Ngn hng, v d: biu tng, l g

  • 2. CHU TRNH BN SN PHM DCH V NGN HNGTim kim khch hngTrc khi gp khch hngThc hin giao dch vi khch hngKt thc, duy tr quan h

  • 3. CC K NNG C BN CA VN HO BN SN PHM DCH V NGN HNGK nng lng ngheK nng khai thc/ t cu hiK nng gii quyt nhng phn hiK nng trnh byK nng giao tip qua in thoi

  • K NNG LNG NGHE K nng lng nghe gip bn xc nh chnh xc nhu cu ca KHLng nghe l c s quan trng bn a ra gii php phc v KH tt nhtNu bn bit lng nghe, KH s hi lng v h lun mong mun nhn c s ch ca bnNgi ta c hai tai v mt mm, v vy nghe nhiu hn hai ln nhng g chng ta ni (Khng T)

  • NGH THUT LNG NGHE ng vi vng, hy KH ni vi bnHy nghe mt cch tp trung tm ra chnhKhng lm vic khc khi ngheDuy tr s giao tip bng mt nhn vo ngi niTh hin cho KH bit mnh ang nghe chm ch bng nhng kin ng tnhNu bn giao tip qua in thoi, hy ch n ng iu ca ging niKhng ngt li tr khi c yu cu, thay vo hy t cu hi r vn Khng vi vng tranh ci hoc phn xt

  • LNG NGHE L HNG BIN NHT Lun lun lng nghe, lun lun thu hiu

  • Ni l bc,Im lng l vng,Lng nghe l kim cng

  • K NNG T CU HI Cu hi th hin s quan tm, ch ca bn i vi KHCu hi cng li cun s quan tm ca KH vo vn bn ang trnh byBng nhng cu hi m v thn thin, bn s lm cho KH bc bch nhng vn v mong mun ca h mt cch r rng

  • CCH T NHNG CU HI NG Bt u cuc hi thoi bng cch t nhng cu hi m, v kt thc giao dch bng nhng cu hi ngTrnh hoc hn ch nhng cu hi cht vn (Cu hi Ti sao)Ni dung ca cu hi phi l nhng vn m KH ang quan tm.

  • CC LOI CU HICU HI THM DCU HI THU THP THNG TINCU HI KCH THCH GIAO DCH

  • K NNG X L NHNG KIN PHN HI C li gii p cho nhng kin phn i l mt phn ca bn hngN cho php NH thng tin cho KHN l bng chng cho thy KH ang quan tm n sn phmNu c x l tt, n to ra cc c hi thuyt phc KHCc kin phn i c coi l bc tng b tng m cn b ngn hng phi ph

  • CC PHNG PHP X L PHN HI CA KHCH HNG PHNG PHP PHT LPHNG PHP BI HONPHNG PHP N UPHNG PHP XOAY I CH

  • THI KHN NGOAN TRC NHNG LI PHN HI Lun tip nhn nhng kin phn i mt cch nghim tcGi thi bnh tnhTch ring nhng kin phn i v x l tng vn mtLun kt thc cc cuc i thoi vi thi tch cc

  • K NNG TRNH BY L k nng thuyt phc ngi mua bng cch a ra cc tin ch ca sn phm m mnh bn ph hp vi nhu cu ca khch hng

  • K NNG TRNH BY Khi trnh by, cn b ngn hng cn phi:Chun b kNu ra cc tin ch cho ngi muaKhuyn khch s tham gia ca KH trong qu trnh trnh byS dng cc bng chng thuyt phc hoc cng c tr gip

  • *Tin ch: l cc li ch m mt sn phm dch v mang li cho khch hng nh tnh nng ca n *Tnh nng ca sn phm l cc c dm tnh cht mang tnh k thut ca sn phm *Lin h tin ch v tnh nng ca sn phm vi nhu cu ca khch hngCU TRC CA TRNH BY

  • Khch hng mua sn phm v tin ch ch khng phi v tnh nng

  • S DNG SC MNH CA CC THNG IP

  • K NNG GIAO TIP QUA IN THOI Qua in thoi, bn khng tn dng c ngn ng hnh th, iu th hin 80% trong giao tipBn khng thy c thi v s phn ng ca KH, do vy, vic thu thp thng tin v KH c th b hn chBn khng c thi gian v thm ch khng c c hi lng nghe mt cch y Tuy nhinNu bn bit cch khai thc, bn s c mt KH vui v v c nhiu kh nng anh ta s khng ngn ngi ni ht mi vn vi bn (iu ny c th hn ch khi tip xc trc tip)

  • KHCH HNG NGHE THY G KHI H GI IN N NGN HNG CA BN Ging ni thn thin v nng huLi cho chn tnh cng vi tn ngn hng ca bn i khi l s p ng khng chuyn nghip

  • NGHE IN THOI HIU QU Dng tt c cc vic khc liNi r rng vo ng ngheLc quan, vui vX l cc tnh hung trong lc ngheThc hin theo 6 quy tc vng

  • 6 QUY TC VNG Thay i tc ni, lng nghe, t cu hiThay i cao ph hp vi ngi ngheNi thng vo mic, mic cch ming 4 cmTh hin nh ni trc tip vi ngi ngheTruyn t li ch sng to, pht m r rngNi n gin, trnh thut ng, t lng

  • MT S K NNG GIAO TIP THNG THNG Giao tip bng danh thip: Thng l s dng danh thip ca cc nc khng ging nhau. Ngi Anh th ch nh trao danh thip cho khch trc, ngi Php th ngc li...Cho hi, bt tay, gii thiu: khi bt tay thng ch nh, cp trn, ph n ch ng a tay trc. Khi bt tay, ngi lao v pha trc, ci, nhn vo i tng, va bt tay va cho hi.Khi gii thiu: ngi t tui vi ngi cao tui, ngi chc