Marketing Ng¢n h ng ti Vi»‡t Nam

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Marketing Ngân hàng tại Việt Nam

Text of Marketing Ng¢n h ng ti Vi»‡t Nam

Qun tr hot ng ngn hng 1GV: Phm Th Hong MMC LC

LI M U3Chng 1: TNG QUAN V MARKETING TRONG HOT NG4NGN HNG41.1S cn thit ca Marketing trong hot ng kinh doanh ca ngn hng.41.1.1Lch s ca vic p dng Marketing trong ngn hng.41.1.2S cn thit ca Marketing trong ngn hng.51.2Bn cht ca Marketing trong lnh vc kinh doanh ngn hng.81.2.1Nhng nt c th trong hot ng kinh doanh ngn hng81.2.2c im hot ng Marketing trong ngn hng91.3Cc nhn t nh hng ti ng dng Marketing trong hot ng kinh doanh ngn hng131.3.1Cc nhn t khch quan131.3.2 Nhn t ch quan14Chng 2 : CHIN LC MARKETING 7P TRONG NGN HNG162.1C s hnh thnh m hnh 7P162.2M hnh 7P172.2.1Cc thnh phn trong m hnh 7P182.1.1Phn tch m hnh 7P202.3Phm vi ng dng232.3.1 Gii php Chin lc Marketing Ton din:24 2.3.2 C s Lng ha Mc tiu v Ga tr Doanh nghip242.3.3 C s Lng gi Thng hiu v nh gi Doanh nghip:242.3.4 Chun mc hay hnh mu ca mt Marketing Plan: .25Chng 3: NHNG GII PHP V KIN NGH TRONG HOT NG MARKETING TI NGN HNG263.1Cc gii php nhm pht trin hot ng Marketing263.1.1Hin i ha h thng thu thp v x l thng tin263.1.2Hin i v a dng ha sn phm dch v cho ngn hng263.1.3Xy dng chnh sch li sut linh hot, hp dn.273.1.4M rng v pht trin mng li283.1.5Nng cao ngun nhn lc c v s lng v cht lng283.1.6Trang b kin thc Marketing mt cch ton din293.1.7Thc hin chnh sch va hp tc, va cnh tranh.293.1.8Tng cng hot ng giao tip khuch trng.303.2.Nhng kin ngh v hot ng.303.2.1Kin ngh vi nh nc303.2.2Kin ngh vi ngn hng Nh nc31KT LUN32

LI M UT khi nn kinh t nc ta chuyn sang nn kinh t th trng, c bit l t sau php lnh v ngn hng nc ta ra i (nm 1990) th ngnh ngn hng cng c s chuyn i cn bn t h thng ngn hng l mt cp sang h thng ngn hng hai cp. S xut hin hng lot cc ngn hng thng mi trong nc v s xm nhp th trng ca cc ngn hng lin doanh chi nhnh v vn phng i din ca cc ngn hng nc ngoi lm cho mi trng kinh doanh ngn hng nc ta nng dn ln v th phn ca cc ngn hng thng mi trong nc ngy cng b thu hp. Bn cnh , do s yu km trong kinh doanh, c ch chnh sch khng ng b v cn nhiu bt hp l gy nn tnh trng tht thot vn nghim trng, n gia tng kh i. Trc nhng kh khn , khai thng nhng b tc v a hot ng kinh doanh ca cc ngn hng thot khi tnh trng tr tr, yu km, nng cao sc cnh tranh, cc nh qun tr ngn hng nc ta nhn thy vai tr quan trng ca Marketing nn tng bc chuyn hng kinh doanh theo trit l Marketing v t c nhng kt qu nht nh. Tuy nhin, do n cn mi m i vi cc ngn hng v c l lun v thc tin nn vic ng dng Marketing trong kinh doanh cn nhiu yu km v cha tng xng vi tm quan trng ca nMc tiu ca bi l xut pht t nhng c im chung v hot ng Marketing trong ngnh ngn hng v chin lc m hnh 7P trong Marketing.Bi vit bao gm 3 chng:Chng 1: Tng quan v Marketing trong hot ng ngn hngChng 2: Chin lc Marketing 7P trong ngn hng Chng 3: Nhng gii php v kin ngh v hot ng Marketing trong ngn hng hin nay

Chng 1: TNG QUAN V MARKETING TRONG HOT NGNGN HNG1.1 S cn thit ca Marketing trong hot ng kinh doanh ca ngn hng.1.1.1 Lch s ca vic p dng Marketing trong ngn hng.Trc y, trong mt mi ngi hnh nh ngn hng ch n thun l kt st gi tin. Khi tin hnh giao dch vi ngn hng, khch hng phi chu nhiu phin toi, phi ch i nhiu, tn km thi gian.Trong khi nhng cng ty vt cht khc ng dng Marketing v thu c nhiu thnh cng th cc nh qun tr ngn hng vn ang say sa vi cc nghip v ca mnh, khng quan tm n nhu cu ca khch hng cng nh nhu cu cu x hi, thm ch h cn chng li Marketing. Th nhng khi mi trng kinh doanh thay i, cnh tranh ngy cng gay gt , hot ng ngn hnh ngy cng km hiu qu th cc nh qun tr ngn hng bt u quan tm n Marketing. n thp k 60 ca th k 20, Marketing bt u xm nhp vo lnh vc ngn hng. Ti M, thp nin 60 l giai on pht trin ca Marketing trong hot ng ngn hng bn l. Chu u, mi n thp k 70 Marketing mi tr thnh ti c tho lun rng ri trong cc ngn hng Anh quc.Tuy nhin, khng phi ngay t u cc nh nghin cu c ci nhn ng n v y v Marketing m vic nghin cu v Marketing phi tri qua rt nhiu giai on mi c th hon thin dn. Thot u, cc nh qun tr ngn hng tm hiu v nghin cu nhng phn ng ca khch hng khi s dng cc sn phm dch v ca ngn hng, t ci tin dn cc th tc, a im, thi gian v cht lng dch v. Ngoi ra thu ht khch hng, ngn hng bt u ra cc ch trng lm hi lng khch hng bng thi nim n, bu khng kh thn thin ca nhn vin ngn hng. c bit, cc nh qun tri ngn hng thng xuyn nghin cu a ra nhng sn phm ph hp vi th hiu ca khch hng.Nh vy trong mt thi gian di Marketing ngn hng khng c ch trng v s dng ng mc hn ch hiu qu kinh doanh ca ngn hng. Th nhng khi mi trng kinh doanh tr nn khc nghit, cnh tranh gay gt th cc nh qun tr ngn hng thy r c tm quan trng ca Marketing, quan im v Marketing ngy cng hon thin hn. Marketing tr thnh yu t a cc ngn hng n vi thnh cng.1.1.2 S cn thit ca Marketing trong ngn hng.1.1.2.1 Khi nima ra mt khi nim chnh xc v Marketing ngn hng l iu khng d dng. Chnh v vy, hin nay c rt nhiu quan im v Marketing ngn hng.C th hiu Marketing ngn hng l mt h thng cc chin lc, bin php, chng trnh hot ng tc ng vo ton b qu trnh t chc cung ng dch v ngn hng nhm s dng cc ngun lc ca ngn hng mt cch tt nht trong vic tha mn nhu cu ca khch hng mc tiu. Marketing ngn hng c duy tr trong s nng ng qua li gia sn phm dch v vi nhu cu ca khch hng v nhng hot ng ca i th cnh tranh trn nn tng cn bng li ch gia ngn hng, khch hng v x hi.1.2. Vai tr ca Marketing ngn hng Marketing tham gia gii quyt nhng vn kinh t c bn ca hot ng kinh doanh ngn hng Ngn hng thng mi l t chc kinh doanh tin t trn th trng ti chnh. N thc hin nhiu nghip v trong v ngoi nc vi nhng c trng c bn l: S thng phm ha tin vn, th trng ha hot ng kinh doanh, s cc i ha hiu ch sinh si tin vn, t cn i vn, t ch v t chu trch nhim v kt qu kinh doanh. ng thi, ngn hng cn l cng c chnh trong vic thc hin phn phi vn v cung cp dch v ti chnh cho nn kinh t. Ni chung, ngn hng l mt trong cc t chc ti chnh quan trng nht ca nn kinh t. Tuy nhin, ging vi cc doanh nghip th cc ngn hng cng phi la chn v gii quyt nhng vn kinh t c bn ca hot ng kinh doanh vi s h tr c lc ca Marketing.Marketing s gip cc nh qun tr ngn hng gii quyt tt vic xc nh c cc loi sn phm dch v m ngn hng cn cung ng ra th trng thng qua cc hot ng nh: thu thp thng tin, nghin cu nhu cu ca khch hng, tm hiu sn phm ca i th cnh tranh, nghin cu cch s dng sn phm ca khch hng c nhn v khch hng doanh nghip,Ngn hngng cn c ny s gip cc nh qun tr ngn hng quyt nh c loi sn phm dch v cn cung ng ra th trng.Marketing gp phn to ln trong vic nng cao cht lng sn phm dch v, to uy tn hnh nh, tng sc mnh cnh tranh ca ngn hng. Do Marketing c nhiu bin php khc nhau c th kt hp cht ch cc yu t trong qu trnh cung ng sn phm dch v ca ngn hng nh: c s vt cht k thut cng ngh, i ng nhn vin, khch hng. c bit khai thc li th ca tng yu t thng qua cc chin lc: chin lc pht trin k thut cng ngh, chin lc o to nhn lc v chin lc khch hng.Marketing gip cc nh qun tr ngn hng gii quyt hi ha cc mi quan h li ch gia khch hng, nhn vin v ch nh. y l iu ht sc quan trng c th duy tr mi quan h, ng thi l ng lc thc y qu trnh hot ng sn xut kinh doanh gia ngn hng v khch hng. Marketing tr thnh cu ni gn kt hot ng ca ngn hng vi th trngMarketing l si dy ni ton b hot ng ca mt ngn hng thng mi vi th trng, bi v Marketing gip cc nh qun tr ngn hng nhn bit c cc yu t ca th trng, nhu cu v sn phm dch v v s bin ng ca chng.Trong qu trnh hot ng, ngn hng khng ch xm nhp vo th trng m cn phi ch ng to lp ngun vn. Marketing s l mt cng c dn dt hng chy ca tin vn, khai thc kh nng huy ng tin vn, phn chia vn theo nhu cu th trng mt cch hp l.Nh vy hot ng ca ngn hng bt u t vic ng dng Marketing vo nghin cu th trng a ra cc sn phm nhm tha mn nhu cu th trng, iu c ngha l kt thc cng ti th trng. Th trng lun bin ng khng ngng v Marketing s l yu t c bn gip ngn hng ng vng trn th trng. Marketing gp phn to v th cnh tranh ca ngn hngTo lp v th cnh tranh trn th trng l mt trong nhng nhim v quan trng ca Marketing ngn hng. to lp v th cnh tranh, Marketing ngn hng thng tp trung gii quyt ba vn ln: to c tnh c o ca sn phm dch v, lm r c tm quan trng ca s khc bit i vi khch hng, duy tr li th v s khc bit ca ngn hng.1.1.2.3 Chc nng ca Marketing ngn hng Marketing ngn hng c nhng chc nng ch yu sau: Chc nng lm cho sn phm dch v ngn hng thch ng vi nhu cu ca th trngMarketing nghin cu th trng xc nh nhu cu i hi, mong mun v c nhng xu th thay i nhu cu mong mun ca khch hng. T , thit k ra nhng sn phm mi v lm cho nhng sn phm dch v ngy cng tr nn hp dn, em li nhiu tin ch nht p ng c nhu cu ngy cng cao v a dng ca th trng, ng thi to c v th cnh tranh. Chc nng phn phiChc nng phn phi ca Marketing ngn hng bao gm ton b qu trnh t chc a sn phm dch v ngn hng n vi khch hng chn. Ni dung ca n bao gm: Tm hiu v la chn nhng khch hng tim nng. Hng dn v h tr khch hng trong vic la chn v s dng sn phm dch v ca ngn hng. T chc cc hot ng phc v khch hng ti im giao dch. Nghin cu pht trin knh phn phi mi p ng nhu cu cu khch hng. Chc nng tiu th tiu th c sn phm ph thuc vo nhiu yu t nhg quan trng nht vn l cht lng sn phm dch v, gi c hp l v ngh thut bn hng cu nhn vin c th t c li ch ca khch hng cao hn. iu ny i hi cc ngn hng phi thng xuyn nng cao trnh cn b nhn vin.Chc nng ny cng ch r tin trnh bn hng m cc nhn vin giao dch phi tun th: Tm hiu khch hng. S chun b tip xc vi khch hng. Tip cn khch hng. Gii thiu sn phm dch v v hng dn th tc s dng. X l hp l nhng trc trc xy ra. Tip tc cui cng vi khch hng. Chc nng ym trYm tr l chc nng to iu kin thun li thc hin tt ba chc nng trn ng thi nng cao an ton trong hot ng kinh doanh ca ngn hng. Cc hot ng ym tr bao gm: Qung co Tuyn truyn Hi ch, hi ngh khch hng1.2 Bn cht ca Marketing trong lnh vc kinh doanh ngn hng.1.2.1 Nhng nt c th trong hot ng kinh doanh ngn hng c im v sn phmNgn hng l t chc kinh doanh tin t, y l mt loi hng ha c bit. Sn phm ca ngn hng chnh l nhng dch v lin quan n tin t m ngn hng cung ng cho khch hng. Chnh v vy sn phm ca ngn hng mang y tnh cht ca dch v v nhng c im chnh sau: Sn phm dch v ca ngn hng mang tnh v hnh, thng thc hin theo mt quy trnh ch khng phi l cc vt th c th c th quan st, nm gi c. Mt khc, n lin quan trc tip n tin t, tin l nguyn liu chnh trong vic to ra sn phm ngn hng v th rt nhy cm vi th trng, thng tin, tm l ca khch hng. Mt thay i nh trong li sut cng s tc ng rt ln n tm l khch hng trong vic la chn sn phm dch v ngn hng. Qu trnh sn xut