nhóm 4 - tình huống 4

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TNH HUNG S 4:

I. Khi nim v c im hot ng bn l ca cc ngn hng thng mi VitNam (NHTMVN)1.1 Khi nim

Hot ng bn l ca cc ngn hng thng mi l hot ng cc ngn hngthng mi cung cp cc sn phm dch v phc v i tng khch hng c nhn hgia nh thng qua cc knh phn phi khc nhau nhm tho mn cc nhu cu linquan ti vic s dng ngun ti chnh ca cc c nhn v h gia nh trong x hi.1.2 c im hot ng ca cc ngn hng thng mi(a) Hot ng ngn hng bn l c tnh a dng

Nhu cu a dng ca khch hng

Hot ng ngn hng bn l phc v s lng khch hng (KH) rt ng, c th

n hng chc triu KH. Ti cc nc pht trin, dch v ngn hng(NH) rt honthin v vy KH c nhn ca NH bao gm hu ht cc cng dn bt u t tui trngthnh. Cn c vo thu nhp, ngi ta phn chia thnh nhm i tng KH c nhn cthu nhp rt cao, nhm c thu nhp tng i cao, v nhm KH i chng. Cn cvo ngh nghip c nhm cc ch doanh nghip, tiu thng, cn b cng nhn vinchc, nhm tr thc, sinh vin, nhm cng nhn... Cn c theo tui tc, KH ca NH cth l nhng ngi ln tui hu tr hay nhng ngi ang trong tui lao ng,thanh nin hoc v thnh nin c ngi gim hKH c nhn bao gm nhiu tng lpc c im khc nhau v: thu nhp, chi tiu ti chnh, tui, trnh dn tr, hiu

bit v NH, ngh nghip tm l x hi... do nhu cu v dch v NH cng rt a

dng khc nhau. Sn phm dch v rt a dng

Xut pht t nhu cu ca KH, cc NH pht trin v thay i khng ngng a ra nhiu sn phm dch v khc nhau t cc dch v truyn thng n cc sn

phm dch v mi, hin i nhm tha mn yu cu ring bit ca cc nhm KH.Hng lot cc sn phm dch v thuc cc nhm dch v nhn tin gi, cho vay, thanhton, NH in t, y thc u t, bo lnh, bo qun vt c gi, mua bn ngoi t c

pht trin khng ngng. Ti cc nc pht trin s lng sn phm dch v NH dnhcho KH c nhn ln ti hng nghn nhm phc v nhu cu rt a dng ca KH.

Knh phn phi sn phm dch v da dng

Hot ng bn l ca NH ph thuc nhiu vo mng li a knh phn phi caNH. Vi xu th pht trin mnh ca cng ngh thng tin, ngy nay khch hng c thtip cn sn phm dch v ca NH qua rt nhiu knh nh chi nhnh, phng giao dch,ATM, Internet, Phone, Kios, POS....Vic a knh phn phi trong hot ng bn lngy cng em li thun tin cho KH, ng thi cng tit kim chi ph cho NH vton XH.

(b) Hot ng ngn hng bn l yu cu s n nh v cht lng

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Vic m bo s n nh v cht lng l nhn t quyt nh thit lp lng tinca KH, c bit l vn nhy cm ca hot ng NH trong KT th trng nhmduy tr KH c v pht trin th trng tim nng. Cc yu cu, tha thun ca KHc th xy ra i vi tng dch v, tng giao dch, tng thi im hoc nh k nhnglun phi m bo x l kp thi, chnh xc, an ton, y l nhng yu cu phi tunth thng xuyn trong mi iu kin. S n nh v cht lng cn th hin victrin khai p dng cc vn bn quy nh thc hin nht qun trong mt NH v hthng NH. Cc NH c tiu ch nh gi cht lng dch v, tiu chun ha cc yucu t trang tr, mu giy t, thi gian x l giao dch cho n chnh sch gi...ctiu chun ha v p dng thng nht trong mt ngn hng. NH phi c chin lc vgii php ng ph ph hp, kp thi, hiu qu, phi o to ngun nhn lc am hiuv sn phm dch v v tnh tng tc ca sn phm dch v ny trn h thng kpthi gii quyt cc thc mc ca khch hng. Vn vi phm cht lng dch v cth xy ra do li k thut, i tc, hoc cn b ngn hng, nhng cc NH phi c gii

php hn ch ti a v phi x l kp thi, m bo quyn li cho khch hng.

(c)Hot ng ngn hng bn l tun theo lut s ln

Vi c th phc v s lng rt ln khch hng, sn phm dch v a dngnn mc d gi tr ca tng giao dch thng khng ln, nhng s lng giao dch

pht sinh rt nhiu. S lng cc knh giao dch phi ln nhm p ng nhu cuca rng khp ca dn c trong x hi. Lng cn b phc v trong hot ng bn lcng ln v s lng giao dch pht sinh nhiu, phc v nhiu khch hng ti mt thiim.

(d) Hot ng ngn hng bn l mang tnh thi im rt caoHot ng NH ni chung khng th to ra hng lot cc sn phm lu kho nh

cc ngnh kinh doanh khc. Vi c trng phc v i tng ch yu l cc c nhnv h gia nh nn hot ng ngn hng bn l mang tnh thi im rt cao. Tnh thiim th hin vic NH chn thi im no th a ra sn phm mi, quyt nhgim ph, tng li sut hay c chng trnh khuyn mi ph hp nht vi nhu cu caKH. V d, KH c nhn qu tng khi nhn tin kiu hi dp tt cui nm, min ph

pht hnh th cho sinh vin khi nm hc mi bt u hay KH thng chi tiu thnhiu vo nhng ngy ngh, l...Tnh thi im cn th hin tnh cp nht thng tinv sn phm dch v ca NH, c bit cc vn lin quan n quyn li v ngha v

ca KH, cp nht cc thng tin v c nhn khch hng khi c s thay i. Trong viccung cp dch v thanh ton, cc yu cu ph bin nht ca KH l cc y nhim chi,chuyn tin, thanh ton qua th....phi c x l hch ton v hon tt trong mt thigian nht nh, hoc ngay khi KH thc hin lnh thanh ton. V vy NH cn nhanhnhy trong vic d on v xc nh thi im c k hoch a sn phm dch vra th trng thu ht c nhiu KH v hiu qu nht, ng thi c s cp nhtnhanh nht cc thay i t pha NH v KH nhm nng cao cht lng dch v.

(e) Hot ng ngn hng bn l c chi ph ln

Cc chi ph cho hot ng ngn hng bn l rt ln, bao gm chi ph thu mtbng tr s, chi nhnh, im giao dch; chi ph tr lng cn b; mua my mc thit b

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nh my tnh, h thng Core banking, ATM, KIOS, POS...Nhn chung cc chi phngy cng tng cng vi nhu cu s dng dch v cng ln ca KH, s lng giaodch pht sinh ngy cng nhiu cng nh s pht trin mng li cc knh phn phingy cng rng. V vy pht trin hot ng bn l mt cch hiu qu nht, cc

NHTM ang khng ngng a ra cc gii php gim thiu ti a cc chi ph phtsinh trong hot ng bn l nh tng cng cc knh phn phi t phc v (khchhng t phc v cc nhu cu giao dch ca mnh), gia tng cc tin ch cho sn phmdch v...

(f) Hot ng ngn hng bn l c nhng ri ro nht nh

Ri ro l kh nng xy ra nhng s c trong tng lai lm cho NH khng th tc mc tiu ra v/hoc gy tn tht cho NH.Trn thc t, cc NH chu ri rotrong qu trnh kinh doanh ni chung v hot ng bn l ni ring. Nhng ri ro lun tn ti, khng th loi tr ra khi mi trng kinh doanh, NH ch c th phn

tch, tm ra cc nguyn nhn, c gii php phng nga, hn ch s tc ng ca ri roti hot ng kinh doanh. Trong hot ng bn l thng c nhng ri ro ch yu sau:

- Ri ro tn dngl loi ri ro dn n tn tht ti sn ca do khch hng vayvn/c cp tn dng khng c kh nng thc hin mt phn hoc ton bnhng cam kt k vi NH bao gm c vic khng thc hin thanh ton nn gc hay n li khi khon n n hn.

- Ri ro th trngl tnh hung khi NHTM khng th thc hin cc cam kt tichnh vi KH nh thiu ngn qu hoc ti sn ngn hn mang tnh kh dng p ng cc khon phi tr khi n hn thanh ton (Do ti sn ca NH

khng c kh nng thanh khon hay khng th huy ng vn).

- Ri ro li sutl ri ro lm gim thu nhp rng t li khi li sut bin ngtheo chiu hng bt li th hin l tim tng ca mt NH. V d vo mt thiim NH huy ng tin gi vi li sut cao v ch sau mt thi gian ngn lisut th trng h thp hn nhng NH khng c cam kt g vi KH v iuchnh li sut cho khon tin gi.

- Ri ro t gi l kh nng xy ra nhng bin ng ca t gi hi oi dn nnhng bt li lm gim thu nhp d tnh ca NH.

- Ri ro hot ngbao gm cc ri ro dn n tn tht(trc tip hoc gin tip)c th pht sinh trong hot ng cung cp sn phm dch v. Ri ro hot ng

bao gm cc ri ro c th xy ra do quy trnh nghip v, do con ngi, hoc viphm h thng kim sot ni b, c s gian ln, nhng sai st mang tnh kthut trong qu trnh thc hin cung cp sn phm dch v cho KH, hay nhngthm ha khng lng trc c.

- Ri ro uy tn l ri ro d lun nh gi xu v NH, gy kh khn nghim trngcho NH trong vic tip cn ngun vn hoc KH ri b NH do mt lng tin.

- Ri ro cng ngh thng tin pht sinh t nhng yu km trong cc h thngcng ngh thng tin ca NH. Cc ri ro c th pht sinh t vic trc trc phn

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cng, chng trnh b li, h thng khng mnh v cc h thng d phngyu km hoc h thng thng tin khng y .

- Ri ro v mt o c cn b l nhng ri ro khi cn b c tnh khng thchin ng ngha v ca mnh, lm nh hng ti uy tn, quyn li ca NH v

KH.

Ngoi nhng ri ro c bn nu trn, trong hot ng bn l cn chu nhng riro gy nn bi bin ng ca mi trng KT v m nh: KT suy gim t ngt, lm

pht cao hay gim pht, hoc cc nh hng ca thin nhin mang li nh thin tai,ho hon, ng t... gy mt mt, thit hi khng nh cho NH.

1.3 Mc tiu kinh doanh ca cc NHTMVN

Trong bi cnh Vit Nam ngy hi nhp su hn vo nn kinh t th gii, t c cc mc tiu ni trn, cc NHTMVN cn thc thi cc bin php tng th

mang tnh ng b v ton din nhm ch ng nm bt cc c hi, xc nh cc lnhvc c tim nng v c th mnh u t pht trin, khai thc ti a li th ca NH,gn lin vi qun tr tt ri ro v lnh mnh ti chnh, tng trng gn lin vi hiuqu v pht trin bn vng. Cc nh hng pht trin ca cc NHTMVN trong nhngnm ti bao gm:

- Nng cao nng lc ti chnh: Mc tiu cc NH cn hng n l cc ch tiu vc cu ti chnh v hiu qu kinh doanh c phn nh theo cc ch tiu phhp vi thng l quc t v t mc chung ca cc NH hng u trn th gii.Xy dng l trnh cho cc chng trnh hnh ng ch ng hi nhp quc

t thnh cng.- Tip tc i mi t chc, qun tr iu hnh: Cc NH c bn hon thnh ti c

cu t chc theo thng l quc t ca mt NH hin i; nng cao nng lc quntr iu hnh v hoch nh chnh sch; pht trin h thng thng tin qun ltp trung v qun l ri ro c lp, tp trung ton h thng da trn mt nntng cng ngh thng tin hin i.

- Nng cao kh nng cnh tranh: Xc nh r chin lc KH v th trng; phttrin v a dng ho cc sn phm, dch v NH vi cht lng cao da trn nncng ngh hin i v linh hot vi mng li phn phi rng khp nhm p

ng y nhu cu ca nn KT, ch trng thu ht v lu gi nhn ti p ngnhu cu hi nhp.

- i vi cc NHTMNN: Sm trin khai thnh cng chng trnh c phn hov vn hnh NH c phn theo thng l.

- Nng cao cht lng dch v, a dng ho sn phm dch v: Cc NH tp trungtrin khai rng ri cc dch v NH mi/m rng nh th thanh ton, sc cnhn v cng c thanh ton khng dng tin mt khc, cc dch v NH in t,sn phm phi sinh tin t, qun l ti sn v tin mt, dch v t vn ti chnh

v cc dch v NH hin i khc.

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1.4 nh hng pht trin hot ng bn l ca cc NHTMVN

Cn c nh hng pht trin chung ca ngnh NH v thc t hot ng trongnhng nm gn y, cc NHTM cn xc nh r chin lc v nh hng pht trinhot ng bn l nh sau:

- M rng th phn hot ng: Pht trin hot ng bn l cn da trn c s khnng sinh li v tnh bn vng. Pht trin mng li a knh phn phi sn

phm dch v, cung cp dch v cht lng cao cho th trng. Gia tng slng khch hng v nng cao cht lng hot ng ngn hng bn l (NHBL),t tng doanh thu v li nhun ca hot ng NHBL.

- y mnh cng tc marketing: Tng cng cng tc KH, tip tc nng cao chtlng hot ng bn l v hng ti cc chun mc quc t.

- p dng cng ngh thng tin hin i, cung cp cc dch v tin ch n mi

ngi dn, tranh th vn u t v tr gip k thut ca cc nc v cc tchc th gii.

- Pht trin v bi dng ngun nhn lc c sc cnh tranh v thch ngnhanh trong qu trnh hi nhp.

- Phng nga v hn ch ri ro hot ng bn l cn c xem l mt bin phpthen cht pht trin hot ng bn l ca cc NHTMVN. Vn phngnga v hn ch ri ro hot ng bn l cn c nhn thc v x l trn c ston din, nht qun v ng b.

- Nng cp h thng thng tin bo co. S lng v cht lng thng tin bo cohot ng bn l lun l iu quan tm ca cc NHTM, do vy cc NHTM cnp dng cc bin php kin quyt hn nhm sm ci thin tnh hnh thng tin

bo co cn thiu v cha kp thi nh hin nay.

- a dng ha sn phm dch v, c bit pht trin cc dch v tin ch v ccdch v NH in t. Pht trin mnh dch v NH bn l mt cch an ton v

bn vng, nng cao hiu qu ca hot ng NHBL.

II L lun chung v chin lc cnh tranh v li th cnh tranh

2.1 Cc khi nim v chin lc, li th cnh tranh v chin lc cnh tranh

Trn th trng c s cnh tranh gay gt, mt ngn hng mun tn ti v phttrin phi tm c cu tr li ng cho ba cu hi: Ngn hng ang u, ngn hngmun i n u v lm cch no ngn hng n c . Lm c iu ny, i hinh lnh o ngn hng c mt tm nhn chin lc, xc nh ng cc mc tiu chinlc, xy dng v thc hin c mt chin lc kinh doanh ng n, gip ngnhng to ra cc gi tr cho c ng, cho nh cung cp, cho khch hng v cho cngng. Jack Welch, cu CEO ca hng General Electric cho rng, chin lc l s lachn r rng chin thng trong cnh tranh, cn theo Daniel F Spulber, chin lc

kinh doanh l nhng k hoch ca doanh nghip phc v mt th trng. Tp chkinh doanh Harvard (Harvard Business Essentials, 2005) a ra khi nim chin lc

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l mt k hoch hnh ng pht hin ra cc li th cnh tranh ca doanh nghip vkhai thc chng. Chnh s khc bit gia cng ty ca bn v cc i th cnh tranh lnn tng ca li th cnh tranh. Arthur A. Thomson cng cc cng s th cho rng,mt chin lc bao gm cc ng i nc bc m ch doanh nghip s dng

pht trin kinh doanh, thu ht v lm hi lng khch hng, chin thng i th cnhtranh v t c cc mc tiu ca doanh nghip. Tm li chin lc l tp hp cccch thc doanh nghip t c cc mc tiu ra.

S cnh tranh trn th trng c coi l thch thc ln nht khi xy dng vthc thi mt chin lc kinh doanh. thnh cng v t c cc mc tiu nh,ngn hng phi xy dng v thc thi chin lc khn ngoan hn i th cnh tranh,iu c ngha l ngn hng cn phi xc nh c cc li th cnh tranh vt trica mnh so vi cc i th khc trn th trng. Li th cnh tranh c xem l mttp hp cc s khc bit ca ngn hng so vi cc i th cnh tranh. Barney (2001)cho rng, mt ngn hng duy tr c li th cnh tranh khi n thc thi mt chin lc

khng ng thi trng lp vi chin lc ca cc i th cnh tranh hin ti v timnng hoc cc i th cnh tranh khng th sao chp c cc li ch ca chin lc.

c c li th cnh tranh, ngn hng cn phi hp hi ha gia cc ngunlc ca ngn hng v cc c hi trn th trng. Cc li th cnh tranh thng khngtn ti mi mi, bi vy, cc ngn hng cn thng xuyn tm kim cc c hi kinhdoanh v to nn cc li th cnh tranh mi. Theo Gary Hamel v C.K.Prahalad, linhhn ca mt chin lc l phi to c cc li th cnh tranh trong tng lai nhanhhn tc i th cnh tranh sao chp cc li th cnh tranh hin ti ca doanhnghip.

Vic c c cc li th cnh tranh l cha cho thnh cng ca mt ngnhng, nu ngn hng khng bit khai thc cc li th cnh tranh v bin n thnhmt chin lc cnh tranh ph hp. Mc tiu ca chin lc cnh tranh l chin thngi th cnh tranh trn th trng bng cch tha mn tt hn cc nhu cu ca khchhng, hay ni cch khc, to ra gi tr cho khch hng nhiu hn i th cnh tranh.Mt chin lc cnh tranh thnh cng l ngh thut phi hp gia cc c hi t mitrng kinh doanh bn ngoi, am hiu v d on c ng thi ca i th cnhtranh, kt hp vi vic khai thc tt cc li th cnh tranh ca t chc. Chin lccnh tranh cng cn linh hot, v thch ng nhanh chng vi cc thay i ca th

trng v ph thuc rt nhiu vo s lng cng nh sc mnh ca cc i th cnhtranh trn th trng.

2.2 Cc loi chin lc cnh tranh

Theo Micheal Porter, s khc bit ln nht v quan trng nht gia cc i thcnh tranh nm hai cu hi (1) Th trng mc tiu ca t chc l rng hay hp? (2)Li th cnh tranh ca t chc lin quan n chi ph thp hay sn phm khc bit? Trli hai cu hi ny, c 5 chin lc cnh tranh c bn n nh sau:

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Chin lc gi thp trn th trng i tr: T chc c gng cung ng sn phm vichi ph thp hn i th cnh tranh, nh chim lnh th phn rng, t c linhun nh s lng hng bn ln.

(2) Chin lc khc bit ha trn th trng i tr: T chc c gng cung ng cc snphm c s khc bit so vi i th cnh tranh, hng n i tng khch hng itr trn th trng.

(3) Chin lc gi tt nht: T chc cung cp cho khch hng nhiu gi tr hn bngcch cung cp cc sn phm c cht lng tt vi mc gi thp hn so vi i th

cnh tranh hoc cc sn phm c cht lng vt tri hn cng mc gi.

(4) Chin lc gi thp trn th trng ngch: T chc tp trung vo mt s t ngimua c cc nhu cu c bit v chin thng i th cnh tranh bng cch cung ng sn

phm vi mc gi thp hn.

(5) Chin lc khc bit ha trn th trng ngch: T chc tp trung vo mt s tngi mua v chin thng i th cnh tranh bng cc sn phm c thit k ring,

ph hp vi nhu cu v i hi ca cc khch hng.

Cho d t chc theo ui chin lc tit kim chi ph hay chin lc khc bit

ha, t chc cn tm kim cc c hi tit kim chi ph hoc khc bit ha t chui gitr ca doanh nghip. Chui gi tr ca doanh nghip xc nh cc hot ng c bn vcc hot ng h tr to gi tr cho khch hng. Da vo , t chc c th tmcch tit kim chi ph v to s khc bit.

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Da trn chui gi tr ny, t chc c th tm c s khc bit hoc li th v

chi ph ngun nguyn liu u vo, khu t chc sn xut v hot ng, khuphn phi sn phm, cch thc bn hng v marketing hay cc dch v v chngtrnh chm sc khch hng sau bn

2.3 Phn tch cc yu t bn ngoi nh hng ti cc ngn hng thng mi VitNam

2.3.1 Mi trng chnh tr

Hot ng NH ni chung v hot ng bn l ca NHTM chu nh hng rtln ca s bin ng v chnh tr trong v ngoi nc. Mi trng chnh tr n nh

th NH c iu kin pht trin tt cc hot ng ca mnh, thu c li nhun caov gp phn tng trng KT tt. V ngc li, trong mi trng chnh tr bt n thNH kh c th hot ng tt v kh c th pht huy tt c vai tr ca mnh.

2.3.2 Mi trng php l

Mt h thng vn bn php lut hon chnh, bo m tnh ng b, nht qun,n nh v minh bch s l nhn t thc y nn KT ni chung v hot ng NH niring c bit l hot ng NHBL. ng c s dng dch v NH 47 ca mi c nhnl li ch m dch v mang li cho h. Chnh v vy pht trin dch v cn ban hnhcc vn bn, quy phm php lut ca nh nc, ca ngnh NH v ca bn thn NH v

vic cung ng dch v mt cch r rng, c th, xc nh r quyn li v trch nhimca NH, ca KH KH thy r quyn li cng nh trch nhim ca mi bn khi cnnhc s dng dch v NH.

2.3.3 Mi trng kinh t

S n nh nn KT v m l tin c bn v quan trng cho mi s tngtrng ni chung v cho s pht trin hot ng bn l ca NHTM ni ring. Bnnhn t quan trng trong mi trng kinh t v m l: T l tng trng ca nnkinh t, li sut, t sut hi oi, t l lm pht.T l tng trng ca nn kinh t v s

n nh tin t mang li nim tin cho dn chng vo ng ni t, vo chnh sch canh nc, ca ngnh NH, v th s a thch s dng ng ni t v cc dch v NH,

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tng lng tin gi vo NH, gim tch ly bng cc hnh thc khc nh vng, bt ngsn. Khi nn KT pht trin n nh, cc khon vay tng ln do tm l lc quan vtng lai. Khi nn KT suy thoi, cc c nhn v h gia nh s cm thy khng tintng v s hn ch vay mn t NH. Hn na, khi thu nhp ca dn chng cnggim, tch ly gim, tiu dng gim v tht nghip tng lm gim nhu cu v ti chnh,dch v NH. c bit khi nn kinh t gp kh khn nguy c n xu ca cc NHTM sgia tng. Cc nhn t li sut, t sut hi oi, t l lm pht lun gn lin vi viciu hnh chnh sch tin t. Vic p dng chnh sch tin t tht cht gn lin vi scng thng v thanh khon ca cc ngn hng thng mi, li sut huy ng binng mnh dn n cuc chy ua li sut ln cao thu ht tin ngoi lu thng, kmch lm pht v hot ng cho vay ca nhiu ngn hng thng mi cm chng, tndng tiu dng gn nh b ngng tr.....

2.3.4 Mi trng x hi

Dn s: S lng dn c ng v khng ngng tng trng, t trng dn s tr caol th trng tim nng cho vic pht trin hot ng bn l ca cc NH. Mt t ncng dn s, t trng dn s tr ngy cng gia tng, trnh hc vn ngy cng cao,nhu nhp tng i n nh nh VN l iu kin tin quyt pht trin cc dch v

NH phc v cho i tng ny.

Yu t tm l, thi quen: Tm l, thi quen c nhn ng vai tr quyt nh vicla chn sn phm ca tng KH. Thi quen ca ngi tiu dng thng thay ichm chp so vi tin b ca cng ngh, nh hng rt ln n kh nng m rngcung cp cc dch v NH. Thi quen dng tin mt khin cho ngi tiu dng kh

chp nhn vic s dng cc phng tin thanh ton hin i nh th ATM, sc v chorng tin mt tin hn. Tm l ngi thay i l lc cn cho qu trnh pht trin cc snphm NH mi ca NH cng nh qu trnh s dng dch v mi ca ngi tiu dng.Tuy nhin x hi ngy cng pht trin th t duy v thi quen ca ngi dn cng dnthay i m in hnh l thi quen s dng th hay dch v tn dng tiu dng Dinmo vn minh thng mi v ang c nhng thay i kh mnh m vi s ra ica nhiu h thng phn phi nh siu th, h thng bn hng in tMi trngsng cng vi qu trnh cng nghip ho ngy cng rng khp s khin ngi dn bkhan him ngy cng nhiu v mt thi gian cho nhu cu thng mi v dch v. iu cng c ngha l x hi s c nhng i hi v tin ch ngy mt cao hn v

thng mi dch v v NH c mi trng v c hi vo cuc, ng thi cng ihi NH phi c nhng thay i thch ng v dch v NH c c mt nn vnminh thanh ton thch hp.

K thut cng ngh, h tng cng ngh ni chung, cng ngh thng tin ni ringv vin thng quc gia pht trin ng b s h tr cho qu trnh pht trin, nng caocht lng dch v NH. Cng ngh l tin quan trng lu gi v x l c s dliu tp trung cho php t ng ho cc giao dch NH, m bo thi gian thc hinmt giao dch nhanh hn, an ton v chnh xc cao. Cng ngh h tr trin khai adng ho cc sn phm dch v hin i p ng cc nhu cu a dng ca KH. Trnh p dng cng ngh thp, dch v NH s ngho nn, tc x l km, khng m

bo an ton. Cng ngh gip cho cng tc qun l ca NH tt hn, tp trung chuynmn ho trong vic x l cc giao dch nh trung tm chuyn tin, trung tm th,

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trung tm dch v KH, trung tm x l chng t. Bn cnh cng ngh thng tintng cng kh nng qun tr trong NH, mt h thng thng tin tt, c s d liu y gip NH hoch nh chin lc v ra quyt nh ng n. Cng ngh pht trintc ng mnh m n thi quen tiu dng v cch thc s dng sn phm dch v

NH ca dn c, to ra nhng nhu cu mi v sn phm dch v NH.

2.3.5 nh gi c hi v thch thc ca cc NHTMVN

- Chnh tr, lut php

Vit Nam c mi trng chnh tr n nh trong nhng nm qua, v d bo ngycng hon thin v n nh trong qu trnh hi nhp quc t su cng. Mt h thng

php lut kh hon chnh, cc vn bn php quy kh ng b, nht qun, n nh vminh bch s l nhn t thc y nn KT ni chung v cc hot ng kinh doanh NH

ni ring c bit l cc hot ng bn l cung cp sn phm dch v NH dnh choKH c nhn.

Trong nhng nm gn y Chnh ph VN v ang hon thin, ban hnh minhng vn bn quy phm php lut nh hng v to thun li cho cc NHTM trongvic cung cp dch v ni chung v dch v cho KH c nhn ni ring. Cc quy nh gip cc NHTM c th ha, n gin ho v tin hc ho cc quy trnh, th tc linquan n cc dch v NH nh ch chng t in t, ch k in t, ch bomt, quy nh v thanh ton sc, ngh nh v qun l ngoi hiy chnh l hnhlang php l thng thong gip cc NH trin khai cc dch v, sn phm mi ph hp

hn vi nhng yu cu ca KH. H thng cc vn bn ny to iu kin thun liv mi trng php l cho cc NHTM m rng v nng cao hiu qu dch v NH choKH c nhn.

- Kinh t

VN c nn KT v m c duy tr n nh: Mc d tnh hnh KT trn th giic bin ng ln, song KT v m ca VN vn duy tr tng trng n nh . y l yut quyt nh m bo cho s tng trng khng ngng ca th trng dch v KH cnhn ti cc nc c nn KT mi ni nh VN v cng l tin c bn to nim tincho KH c nhn trong vic s dng cc dch v NH. Khi i sng vt cht, tinh thn

ca nhn dn khng ngng c ci thin, t l tit kim ngy cng tng ln trong thunhp h gia nh l tin cho cc NH pht trin huy ng vn. Trong s 4 ngun titkim ch yu (t nhn, nh nc, t chc, v nc ngoi), tit kim t nhn l ngunvn ln nht v sn sng nht.

Cng nghip bn l pht trin: VN c coi l th trng tim nng cho vicpht trin ngnh cng nghip bn l v c sc hp dn ca mt th trng mi ni vith trng tiu th rng ln vi dn s ng khong hn 86 triu dn, vi khong 65%dn s trong tui lao ng, hn mt na dn s c tui di 30 tui v thu nhpca ngi dn ngy cng cao. Chnh iu ny mang li cho VN v tr th t trn th

gii v c hi bn l sau n , Nga v Trung Quc. Quy m th trng bn l VitNam nm 2007 t 732 nghn t ng, c bit, vi tc tng trng 20%/nm, chi

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tiu tiu dng ti VN d kin t 53 t USD vo nm 2010. Theo bo co ca t chcAT Kearney nm 2008, VN c nh gi l th trng bn l tim nng v u tinu t s 1 th gii.

u t nc ngoi tng mnh:Vi nhng cam kt ca mnh khi gia nhp WTO,

v vi nhng li th v v tr a l, ti nguyn v lao ng di do, c bit l mitrng KT chnh tr n nh, VN l th trng c tim nng thu ht vn u t ncngoi rt ln. Khi doanh nghip u t nc ngoi thu ht thm lao ng, y s lnhng vng KH tim nng cho cc NHTM cung cp cc dch v cho c nhn cckhu cng nghip ang n r ny.

Cc ngnh dch v ngy cng pht trin: Cc ngnh dch v nh hng khng,phn phi bn hng, o to, bo him, vn ti, vin thng, in, nc, nh , imbn hng t chn, du lch, khch sn, giao thngtng trng v khi lng v phmvi ng k, s lng cc khon phi thanh ton cho cc dch v ny ca KH c nhn

ngy cng ln. Cc NHTM VN coi y l mt mng KH c nhn tim nng lin ktcung cp cc dch v thanh ton thu h hay cc dch v in t qua phone, internet,th, sc...

- X hi

Vi gn 86 triu dn, ng th 13 trn th gii VN c nh gi l mt qucgia c dn s tr v nng ng. S lng dn c ng v khng ngng tng trng, ttrng dn s tr cao, trnh hc vn ngy cng cao, nhu nhp tng i n nh liu kin tin quyt pht trin th trng dch v KH c nhn cho cc NHTM, cngnh cc t chc ti chnh. Tng dn s d tnh t 90 triu dn vo nm 2020 trong

t l dn s thnh th d tnh chim 35-50%. Thu nhp ca dn c trong nhng nmgn y c xu hng kh ln. Theo thng k, dn s thnh th hin nay chim 24%dn s c nc, tc l khong 20 triu ngi. Ti nhng th ln nh H Ni, thnh

ph H Ch Minh, s dn ng c, tng cng khong 8 - 9 triu ngi, mc thu nhpbnh qun kh cao, nhu cu tiu dng ln, l nhng iu kin tt pht trin hotng thanh ton c bit l th NH.

Thi quen tiu dng ang dn thay i: Mc d vic thanh ton bng tin mt vntng i ph bin, nhng phong cch tiu dng trong x hi ngy cng vn minhhn, thng mi bn l v ang c nhng thay i kh mnh m vi s ra i ca

nhiu h thng phn phi nh siu th, h thng ca hng quy m lnV ti chnhcc im ny, phng tin thanh ton qua th l mt phng tin ngy cng c achung. X hi ngy cng pht trin th t duy v thi quen ca ngi dn cng dnthay i m in hnh l thi quen s dng th rt tin ATM. ng thi cng vi stin b ca khoa hc k thut, dn c ang dn quen vi cc phng tin thanh tonhin i nh th, sc, cc dch v NH in t... v nhn ra nhng u vit ca cchnh thc thanh ton khng dng tin mt.

- K thut cng ngh

H thng CNTT v vin thng quc gia ngy cng pht trin ng b to c scho qu trnh pht trin, a dng ho cc sn phm dch v v nng cao cht lngdch v NH. S pht trin ca cng ngh vin thng v cng ngh thng tin s to

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iu kin cho vic ra i cc knh thanh ton trc tuyn nh Internet banking, Phonebanking, SMS Banking, v phng tin ph bin tin dng nht l th thanh ton. ys l mt yu t cn bn to tin cho vic pht trin thng mi in t , mt hnhthc giao dch mua bn hng ho dch v qua mng online. C th ni trin vng phttrin thng mi in t ti VN trong thi gian ti l rt cao to c hi cho cc NHy mnh hot ng pht hnh, thanh ton th v cc dch v NH in t khc. VN ctc pht trin cc thu bao in thoi v Internet rt mnh trong cc nm gn y.Theo bng 3.1, tnh n 6/2008 ton b cc mng vin thng c nc c 61,8 triumy, mt in thoi 69,5/100 dn, mt t l rt cao so vi cc nc trong khu vc.Vi tc pht trin t 35-37%/nm lin tc trong nhiu nm, c nc c 7,1 triuthu bao Internet p ng nhu cu ca 20,1 triu dn s dng, t mt 23,6 /100dn, cao hn bnh qun khu vc ASEAN v th gii; vt xa Thi Lan (12,65%),Trung Quc (9,41%), Philippines (9,12%)... D tnh n nm 2010, mt ngi sdng thu bao Internet l 35-40%, y thc su s to nn mt cn lc Internet, dnc c tip cn vi cng ngh, cc NH c th trng rng m pht trin cc dchv NH in t nh InternetBanking, Phone Banking, SMS banking

Vi nn KT v m tip tc tng trng n nh, VN ang v bc vo giai ontin cng nghip ho vi n s ng v thu nhp bnh qun u ngi tng nhanhcng vi vic y mnh cng nghip ho, hin i ho, h thng cng ngh thng tinv vin thng quc gia c ci thin nhanh to nn mt th trng y tim nng chocc NHTMVN pht trin hot ng NHBL.

2.4 Cc nhn t thuc mi trng ngnh

2.4.1 S e do t cc i th mi gia nhp th trngTrong mt th trng m s gia nhp ca cc doanh nghip mi cng d dng

th s cnh tranh cng gay gt. Lnh vc ti chnh ngn hng ni chung, ngn hng thngmi ni ring, vic gia nhp mc d phi m bo nhng iu kin tng i nghim ngtca Ngn hng Nh nc nh yu cu v vn,i ng qun l, h thng qun tr riro, nhng trong iu kin hi nhp quc t vi cam kt m ca th trng ti chnh thvic gia nhp l hon ton c th. Mt s yu t c th coi nh ro cn i vi vic gia nhp vo lnhvc ngn hng bn l. Cc ngn hng trong nc c th tn dng bo v mnh trcs gia nhp ca cc i th mi. Lng trung thnh ca khch hng vi nhng thng hiuchnh - thng hiu c s dng nh mt ro cn vi cc i th mun gia nhp th trng. V d,

khi nhc n dch v th thanh ton, Vietcombank (ngn hng TMCP Ngoi Thng Vit Nam)c nhc n nh mt thng hiu uy tn. Nhng khch hng s dng th caVietcombank a phn s khng mun chuyn sang dch v ca ngn hng khc. cth xem nh mt ro cn i vi cc ngn hng khc khi mun thm nhp vo thtrng th thanh ton, ng thi cng l mt li th cnh tranh cn pht huy v duy tr caVietcombank. Tuy nhin,trong lnh vc ngn hng bn l, rt t ngn hng thng mi trong nckhng nh c u th v thng hiu vng chc trn th trng, cha duy tr c lng trungthnh ca khch hng do chi ph c nh cao v yu cu v vn u t. Vic u t vocng ngh, my mc thit b - nn tng c bn pht trin dch v bn l cngvi cc chi ph v h tng i km khin cho vic u t vo lnh vc bn l tn km chi phng k cho cc ngn hng. Tuynhin, iu ny ch c ngha l ro cn vi cc i th l ngnhng trong nc mi gia nhp, cn i vi cc ngn hng nc ngoi c tim lc ti

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chnh mnh, iu ny khngthc s c ngha. Kh nng tr a ca cc ngn hng hinti. l cc gii php nhm chng li nguy c b gim th phn, gim li nhun do s gia nhp cai th mi (khng tnh n cc bin php tr a bt hp php) nh gim ph, thayi li sut, tng cng hot ngkhuyn mi, chiu thc li ko khch hng, Cc ngnhng thng mi trong nc cha c nhiu phng thc a dng v thc s hp dn li kokhch hng, tim lc ti chnhcng l mt vn hn ch khin cho vic gim ph sn

phm hay hot ng khuyn mikh theo kp ngn hng nc ngoi2.4.2Sc mnh ca nh cung cp v khch hng

Sc mnh ca nh cung cp:Trong lnh vc ngn hng thng mi, nh cung cp chnh v c kh nng gy

ra nh hng i vi ngn hng l nh cung cp cng ngh. Mt s nhn t m theo, nh cung cp cng ngh c kh nng gy sc p vi cc ngn hng kinh doanhdch v bn l. S lng cc nh cung cp cng ngh mang tnh c th. Vi s phttrin vt bc ca ca khoa hc cng ngh, cc nh cung cp cng ngh c th trong

lnh vc ngn hng tuy khng ph bin nhng ngy cng pht trin. Hin nay, cc nhcung cp cng ngh chyu t nc ngoi nhng thng qua hp tc v thng miquc t, ngn hng trong nc c th tip cn vi cc nh cung cp cng ngh trnton th gii. Ngha l iu ny cngkhng gy sc p c bit no i vi ngn hngtrong nc. Kh nng thay th cng ngh v mc quan trng ca mt loi cngngh nht nh i vi ngn hng. Mc d cng ngh l v cng quan trng i vidch v bn l ca ngn hng v mang tnh c th, nhng kh nng thay th l c thdo s pht trin vt bc ca khoa hc k thut.Chi ph chuyn i nh cung cp linquan n cc chi ph ln khc. Mi cng ngh nht nh thng i km vi cc trangthit b, chu trnh, k nng, thao tc nht nh. Do vic chuyn i nh cung cpcng ngh s bt buc ngn hng phi b thm rt nhiu kinh ph thay th cctrang thit b km theo, chi ph cho chuyn gia, chi ph cho o tov cc chi phchuyn i lin quan khc. chnh l c ch nh cung cp gy sc p ln ngn hng.Thc t y chnh l mt trong nhng l do khin cho kh nng i mi, nng cpdch v bn l ca cc ngn hng Vit Nam hn ch. Ba nhn t trn gy sc p ivi cc ngn hng nc ngoi khng mnh nh i vi ccngn hng trong nc docc ngn hng nc ngoi tim lc ti chnh mnh v c nn tngcng ngh cng nhkh nng tip cn cng ngh hin i d dng hn.Mc khc bit ca cc cngngh ngn hng bn l, mc khc bit cng ln, sc mnh ca nh cung cp cngln do kh nng thay th cng ngh kh khn hn. Mc tng quan gia chi phcho cng ngh u vo v gi bn dch v u ra. Nuvic s dng mt cng ngh mchi ph cho n nh hng ln n gi bn dch v th sc p ca nh cung cp cngngh vi ngn hng cng ln. Sc mnh ca khch hng

Trong lnh vc ngn hng bn l, mt s nguyn nhn c th a khch hngtr thnh ngi nm gi quyn lc ng k. Chuyn sang s dng cc sn phm cnhtranh khc l n gin i vi khch hng. Khch hng hon ton c quyn la chnv thay th dch v ang s dng ti ngn hngny sang ngn hng khc m khnggp hoc gp rt t kh khn, cn tr. Ngy hm nay,khch hng s dng th thanhton ca Vietcombank, ngy hm sau, h hon ton c thchuyn sang s dng thca HSBC nu h cm thy mc tho mn cao hn v khng gp phi rc ri no

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t s chuyn i . S lin thng ca mng li ngn hng t ng cng to iukin cho khch hng d dng hn trong vic chuyn i. Mc cn thit, quan trngca dch v bn l vi khch hng. Mc d thu nhp v trnh dn tr ca ngi dnngy cng cao lm gia tng nhu cu i vi cc dch v bn l ca ngn hng,song vn tn ti nhng quan im, thi quen trong mt b phn lndn c, doanhnghip khin cho dch v bn l cha tr thnh nhu cu thit yu (v d nh thi quens dng tin mt trong thanh ton). Trnh dn tr cha ng u vi mc hini ca dch v ngn hng; hn ch trong tip xc vi cng ngh, my mc hini;tm l ngi s dng cc sn phm mi khin cho ngn hng tip cn khch hngkh khn hn. V hnh trung, khch hng c mt sc p nht nh i vi dch v bnl ca ngnhng. Khch hng nhy cm vi gi ca dch v, ch cn s thay i nhhay s khc bitnh v gi c (hiu rng ra l li ch ti chnh ca khch hng) giacc ngn hng cng cth khin khch hng thay i quyt nh s dng dch v. Sd nh vy l do lnh vc bnl hng n phc v s ng khch hng, khng phi lcc sn phm xa x. c bit l cc sn phm bn l m gi c nh hng trc tip nli ch ti chnh ca khch hang nh tn dng c nhn, tin gi tit kim. Cc dch vno khch hng cng nhy cm vi gi cng thc y hnh thc cnh tranh bng gihay li sut gia cc ngn hng.Chi ph chuyn i khch hng lin quan n chi phca ngn hng: Vic tp trung sn phm bn l t phn on th trng ny sang phnon th trng khc thng lm pht sinh cc chi ph lin quan, chi ph nghin cuth trng, chi ph thit k li sn phm, chi ph cho chin lc marketing, qung comi. Nu mi lin quan ny cng cht chchng t sc mnh cng ln ca khchhng. Mc d vy, xt trong iu kin hin nay Vit Nam, ang c nhng nhn tthun li,lm hn ch bt sc mnh ca ngi mua. Bn cnh s nhy cm v gi ca

khch hng, ngy cng xut hin mt lng ln khchhng khng coi yu t gil quyt nh, h coi trng hn vn cht lng dch v, cctin ch ca dch v.iu ny to nn tnh hp dn cho th trng bn l v cng to nn xu hng cnhtranh bng cch ti a ho cc tin ch, tng cng s khc bit v to thm gi tr giatng cho cc dch v bn l. y chnh l nhng rng buc duy tr lng trungthnh ca khch hng. V d, i vi dch v th, ph pht hnh khng quantrng bng cc tin ch m khch hng c hng khi s dng, c t vn cch chitiu cngnh thi n cn, chu o ca nhn vin ngn hng. Hay i vi mi binng ti chnhca khch hng, ngn hng u c nhng t vn kp thi v thit k sn

phm ph hp ving nhu cu ca khch hng khi , s cng khin cho khch hng

ph thuc hn, trungthnh hn vi ngn hng. Khi lng khch hng ln v gi trmi giao dch nh, c im ca sn phm bn l l phc v s ng khch hng, linhun thu c trn c s s lng giao dch ln. V vy, th trng ang pht trinvi quy m dn s ln nh Vit Nam th kh nng gia tng khch hng l ng k. Gitr trung bnh mi giao dch ca dch v bn l nh hn nhiu so vi dch v bn bunnn s bin ng ca mt s t khch hng khng lm bin ngqu nhiu n doanhthu, li nhun ca ngn hng, s sn c ca thng tin khch hng. Cng ngh truynthng, thng tin hin i v s sn sng cng khai thng tin ca khch hng c nhnkhin cho vic tip cn khch hang kh thun li. Ngoi ra, thng tin ca khch hngs dng dch v ny c th c s dngcho dch v khc trong cng ngn hng khin

cho vic qun l thng tin khch hng tr nn thun tin.2.4.3S sn c ca sn phm thay th

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Vi s hp dn ca th trng ti chnh c nhn th ngy cng c nhiu t chc,khng ch c ngn hng m c cc t chc phi ngn hng tham gia cung ng cc dchv bn l nh cng ty bo him, bu in, cc qu, cc cng ty ti chnh, iu nylm gia tng s snc ca cc sn phm thay th. sinh li, mt c nhn c th lachn gi tit kim hay dng tin u t cho chng khon, vng, bt ng snBn cnh , c th k n mt s nhn t khin cho sn phm thay th tr thnh mie do i vi hot ng bn l ca ngn hng. Mc gi tng ng ca dch vthay th; chi ph chuyn i sn phmthp; khch hng khng nhn thc r v khc

bit sn phm; thi quen tiu dng ca khch hng; s thay th cng ngh v ci tinsn phm.Thc t, ti Vit Nam dch v thay th c tnh tng t nh dch v bn lca ngn hng l c, nhng mc a dng v chuyn bit khng th ngang bng ccngn hng thngmi. V th lc lng ny cha mnh nh hng n xuhng s dng sn phmthay th ca khch hng.

- Cc NH nc ngoi: Trong xu th hi nhp, cc NHTM ca cc nc phi i din

vi nhiu thch thc t cc NH nc ngoi c bit i vi NH nc ngoi c quy mhot ng ln, tim lc ti chnh ln, c kinh nghim lu nm trong vic cung cp ccsn phm dch v, quy trnh qun l ri ro hu hiu, chm sc KH chu o. Bn cnh, cc NH nc ngoi thng c chin lc r rng, s chun b k lng cho victhm nhp vo mt th trng v ngy cng c m rng hn v phm vi v quy mhot ng. V d ti th trng Nht, ngn hng Citibank l mt i th ng gmvi cc NH Nht. Vi nhng th mnh v cng ngh, h thng sn phm dch v,trnh qun l v k nng bn hngngn hng HSBC khng ngng ln mnh cc nc trn phm vi ton cu c bit trong hot ng NHBL.

- Cc cng ty bo him trong v ngoi nc: Cc cng ty Bo him nhn th ngycng ln sn cc NHTM vi nhiu sn phm v dch v ti chnh c bit l cc dchv ti chnh c nhn. Kinh nghim ca cc nc pht trin cho thy dng nh khngc mt ranh gii gia NH v bo him v vy i hi cc NHTM phi ch ng, c slin kt v khng ngng pht trin cc dch v hin i thu ht KH.

- Doanh nghip phi ti chnh: Ngoi khu vc dch v ti chnh cc doanh nghip phiti chnh hin cng ang thm nhp kh mnh vo th trng ny thng qua cc sn

phm cho vay tiu dng nh cho vay mua nh chung c, t di dng tr gp hoccho thu ti chnh.

- S lin kt hp tc ca cc ngn hng thng mi: S hp tc trong cnh tranh lnhmnh ca cc NHTM c nh hng rt ln n b mt ca ngnh trong vic cung ngsn phm, dch v. Nn cng nghip NH lun cn c s kt hp gia NH ny vi NHkhc v l m hnh c cc NH quc t s dng. Cc NHTM c th hp tc vinhau em li cc dch v tin ch cho KH v cng chia s li ch gia cc bn. Tuynhin ti mt s nc s phi kt hp ca cc NHTM trong thc hin cc dch v mikhng cao, mnh ai ngi y lm, c t s gn kt vi nhau. Mt s NH qu ch trngn li ch ring, cha thc s quan tm n li ch ca ton h thng. C th tronghot ng thanh ton th, sc, s dng h thng my rt tin t nggy ra s lng

ph vn v thi gian v s cnh tranh khng ng c gia cc NH v gy bt li choKH.

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2.4.4 Canh tranh gia cc i th cnh tranh hin ti

Cng canh tranh ca cc ngn hng cng tng cao khi c s xut hin canhm ngn hng 100% vn nc ngoi. Ngn hng nc ngoi thng sn c mt

phn khc khch hng ring, a s l doanh nghip t nc h. H phc v nhng

khch hng ny t rt lu nhng th trng khc v khi khch hng m rng thtrng sang Vit Nam th ngn hng cng m vn phng i din theo. Ngn hngngoi cng khng vng phi nhng ro cn m hin nay nhiu ngn hng trong ncang mc phi, in hnh l hn mc cho vay chng khon, n xu trong cho vay btng sn. H c li th lm t u v c nhiu chn la trong khi vi khng t ngnhng trong nc th iu ny l khng th. Ngoi ra, ngn hng ngoi cn c khng tli th nh h tng dch v hn hn, dch v khch hng chuyn nghip, cng ngh tthn (in hnh l h thng Internet banking).

Quan trng hn na, l kh nng kt ni vi mng li rng khp trn nhiu nc

ca ngn hng ngoi. cnh tranh vi nhm ngn hng ny, cc ngn hng trongnc trang b h thng h tng cng ngh, sn phm dch v, nhn s... kh quym. Li th ca ngn hng trong nc l mi quan h mt thit vi khch hng c sn.

Ngn hng trong nc sn sng linh hot cho vay vi mc u i i vi nhng khchhng quan trng ca h. Lnh vc ngn hng bn l ti Vit Nam hin nay ang tn tis ganh ua quyt lit di nhiu hnh thc. Mt s nhn t th hin mc cnhtranh gia cc ngn hng hin ti:

- Ngy cng xut hin nhiu ngn hng tham gia vo th trng bn l, coi bn l lnh hng pht trin.

- Sn phm, dch v ca cc ngn hng khng qu khc bit do tnh cht chun hoca cc sn phm bn l. ng thi, hin nay cc ngn hng u cung cp gn nhy mt danh mc cc sn phm ti chnh c nhn nhm p ng nhu cu a dngca khch hng.

- Tng ng vi s a dng ca cc loi dch v, hnh thc cnh tranh trong lnh vcngn hng bn l cng rt a dng. Bn cnh vic cnh tranh bng gi, cc ngn hngtm nhiu phng thc cnh tranh vi i th nh to s khc bit cho sn phm,

pht trincc dch v gia tng km theo, i mi, ci tin cng ngh, y mnh qungco, ci tin phng thc bn hng, ch trng qun tr thng tin khch hng Bin

php cnh tranh bng gi khng c nh gi cao trong chin lc cnh tranhca cc ngn hng thng mi. Dch v ngn hng bn l ti Vit Nam mi ang giai on bt u tng trng. V vy, mc d tha nhn mc cnh tranh gay gt,chng ta vn nhn thy tim nng, c hi pht trin lu di cho trong lnhvc ny. Ngoi nm lc lng trn, theo cc nh kinh t, lc lng th su tcng n mc cnh tranh ca mt ngnh l Chnh ph. Vic Chnh ph quy nhcc c quan nh nc phi tr lng cho nhn vin qua ti khon lm pht trin dchv ti khon c nhn, tr lng t ng,hay cc quy nh vi vic thnh lp mingn hng, pht trin mng lichi nhnh giao dch lm thay i s lng v quy mcc i th cnh tranh,

2.4.5 Nhm nhn t ch quan

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(a)Nng lc ti chnh

Nng lc ti chnh l yu t quan trng c tnh cht quyt nh NH c ththm nhp su hn vo th trng. Nng lc v ti chnh thng c biu hin thngqua tim lc v vn ca NH. Nu NH c vn ln, th NH s c iu kin m rng hot

ng ca mnh, c iu kin trang b nhng my mc, cng ngh hin i nhtphc v cho qu trnh thanh ton, c iu kin thu ht ngun nhn lc cht lngcao... pht trin hot ng bn l NH phi c tim lc ti chnh vng mnh hini ha cng ngh, mua sm my mc thit b phc v cho a dng ha sn phm dchv. iu ny thc s cn thit vi c trng ca hot ng bn l l phc v s lngKH ng, s lng giao dch rt ln.

(b)Nng lc qun tr iu hnh

Nng lc qun tr iu hnh ca NHTM c th hin qua nh hng v chinlc pht trin, t duy kinh doanh mi nhm mc tiu gim thiu chi ph hot ng,s dng cc ngun lc sn c t c kt qu ti u. Hot ng bn l ch c ththnh cng nu c nh hng v chin lc pht trin ng n, bao gm chin lcKH, chin lc marketing thm nhp th trng, pht trin mng li knh phn phiv o to nhn s, chin lc sn phm....

(c) Nng lc qun tr ri ro

Hot ng bn l ca NHTM lun tim n nhng ri ro kh lng v do nhiunguyn nhn gy nn, c th l do nguyn nhn khch quan t nhng chnh sch vm ca Nh nc, hnh vi c tnh la o ca KH; hoc c th do nhng nguyn nhn

ch quan t chnh cc NH nh s thiu ht v khng ng b ca cc c ch, chnhsch, cc quy trnh nghip v cho hot ng NHBL, nhng ri ro v o c ca cnb NH hay s thiu hiu bit ca cn b lm cng tc NHBL... Hu qu ca n s lmxu i tnh hnh ti chnh ca cc NH v nh hng n uy tn cng nh thng hiuca NH. Do vy, qun l ri ro tt s m bo cho hot ng bn l ca NHTM anton, hiu qu hn v vic nng cao nng lc qun tr ri ro ca cc NHTM l nhimv v cng quan trng v c ngha sng cn i vi cc NHTM.

(d) Trnh cng ngh

Trc s pht trin khng ngng ca tin b khoa hc k thut, s cnh tranh

gay gt gia cc NH th mt trong nhng yu t quyt nh thng li l p dng ccthnh tu mi ca khoa hc cng ngh vo hot ng kinh doanh NH. Cng ngh NHcng hin i th cng gip NH thu thp c nhiu thng tin nhanh chng, chnh xc,gip NH ra cc quyt nh kp thi, ng n. Cng ngh NH to nn sc cnh tranhca NH th hin trn cc mt: Tit kim chi ph, y nhanh tc thanh ton v luchuyn tin t, qun l tp trung v s dng c hiu qu ng vn kinh doanhHotng kinh doanh tin t hm cha rt nhiu ri ro, cc NH lun tng cng cc bin

php bo mt, m bo an ton cao cho KH nht l khi cc giao dch t ng ngymt gia tng. Khi cng ngh pht trin song song vi n l nhiu knh phn phi hini, cc chng t in t, ch k in t c chp nhn rng ri i hi cc NH phi

bo mt thng tin KH, an ton cao trong cc giao dch. KH rt nhy cm v c bitquan tm n tnh an ton, bo mt v ti sn v cc thng tin c nhn ca mnh.

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(e) Uy tn, thng hiu ca ngn hng thng mi

Uy tn v thng hiu l yu t v cng quan trng trong vic thu ht v phttrin KH c nhn ca cc NHTM. Cc NH c b dy lch s pht trin c uy tn trnthng trng thng c KH tin tng gi tin v s dng cc dch v khc.

Trong thc t c nhng NH mc d cht lng phc v cha hon ton tt nhng vc thng hiu mnh, c uy tn vn c KH la chn s dng dch v. Uy tn ca

NH c th hin trn cc mt: Kh nng thanh ton, k thut x l nghip v, thigian thanh ton, kh nng p ng cc phng tin thanh ton, s a dng ca cc sn

phm dch v.

(f) Mng li knh phn phi

Cc NHTM trn th gii xy dng mng li phn phi vi s kt hp ca ccknh phn phi in t v thng thng ng vai tr quan trng trong vic cungcp dch v ti KH v trong vic pht trin hot ng bn l. To lp cc knh phn

phi a dng nhm ti a ho vic cung cp sn phm dch v, thng tin n KH png cc nhu cu ngy cng a dng ca cc tng lp dn c. Mng li phn phi baogm cc chi nhnh trong v ngoi nc, cc cng ty trc thuc, cc i l, cc phnggiao dch, v cc h thng giao dch t ng nh ATM, KIOS, SMS banking, Internet

banking ang to ra mt nh hng rt ln trong vic thu ht KH v n em li cctin ch cho KH, gim thiu cng sc i li v thi gian giao dch, thng tin c cpnht nhanh nht mi lc mi ni. Ngoi ra trn th gii cc NH cn pht trin knh

phn phi di hnh thc l cc i l bn hng, t vn s dng dch v hay cc trungtm Outsoures thm tr cc quc gia khc ct gim chi ph.

(g) Hot ng Marketing ngn hng

Marketing l hot ng hng n KH nhm thu ht KH thng qua vic ac ng sn phm, n ng ni vo ng thi im vi ng gi c n KH. Hotng Marketing trong hot ng bn l c nh hng trc tip ti KH trong c ba giaion trc khi giao dch, trong khi giao dch, v sau khi giao dch. S qung co,cung cp thng tin y , r rng gip KH hiu c sn phm dch v, quyn vngha v ca mnh mang li s hi lng cho KH. Cc NHTM cn c chin lc, lp khoch, nghin cu th trng v truyn thng trong vic cung cp cc dch v chotng phn on KH. Hiu bit r v KH l mt mt xch quan trng trong thnh cng

ca cc NH cng nh cc ngnh cng nghip tiu dng khc trong vic cung cp snphm dch v. Cc thng tin c nhn ca KH, nhng nhu cu theo chu k, tnh nhycm vi gi c cng l mt yu t tin quyt trong vic a ra cc sn phm v gi c

ph hp.

(h)Sn phm v nh gi

Thit k sn phm v nh gi l mt n by quan trng pht trin hotng bn l nhng n li l mt tr ngi i vi nhiu NH. B quyt nm ch tm ras cn bng gia vic xc nh cc nhu cu c th v c im ca mi phn on KH trnh lm phc tp cc dng sn phm v nh gi. Nhn chung, cc NH c danhmc sn phm qu phc tp hay qu t i vi th trng ph thng th khng thkhai thc ht tim nng ca th trng. nh gi - mt kha cnh quan trng khc ca

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thit k sn phm c th c tc ng nht nh n vic thu ht KH cng nh n khnng sinh li t th trng ph thng. Cc NH cn n lc nh gi sn phm nhm

phn nh chi ph phc v thc t v tch bit gia cc phn on khc nhau lmcho KH t c s quan tm nht v gi t c th mang li s gia tng doanh thu ngk m li ti thiu s mt mt v khi lng KH.

(i) Quy trnh, t chc cung cp dch v

Vic xy dng cc sn phm dch v NH cn phi c xy dng ng thi viquy trnh cung cp v bn sn phm dch v nh th no ph hp vi quy nh

php lut nhng cng gim thiu thi gian cho KH, gim thiu chi ph v ri ro choNH. Cc NH trn th gii, a ra cc quyt nh v tn dng chnh xc v nhanhchng, h xy dng quy trnh thit k v tiu chun ho sn phm to nn tng chos tp trung ho v ti a ha vic x l t ng, t c th thu ht c ngy cngnhiu khch hng hn.

Vic t chc cung cp dch v cng c cc NH c bit quan tm, vic bn ccsn phm dch v ca cc NH c tch ra thnh hai b phn l phn Frond office vBack ofice gii phng KH nhanh nht v gim thiu ri ro. V d qu trnh bn sn

phm th tn dng phi c tch lm hai giai on cho bn (nhn vin bn hng hayl b phn frond office) v giai on x l, qun tr ri ro (b phn back office).

(k)Cht lng dch v

Cht lng dch v khng ch c nh gi thng qua cht lng phc v canhn vin NH, m cn c nh gi thng qua an ton, chnh xc v cp nht

trong x l nghip v, th tc n gin thun tin trong giao dch v tc x l giaodch nhanh... C th ni cht lng dch v l yu t v hnh nhng n c nghasng cn trong kinh doanh NHBL ca cc NHTM hin nay. Cc NH ang t mctiu pht trin dch v chm sc KH 24/7 bng cch thnh lp cc TTDVKH tipnhn v gii p, h tr KH trong qu trnh s dng sn phm dch v ca mnh.ng thi y cng l mt knh bn hng v tc nghip cc dch v NH in t.

(l) H thng thng tin khch hng

Ngn hng c th ci thin cc sn phm, dch v ang cung cp trn th trngbng vic s dng tt hn cc thng tin quan trng v KH m cc NH c c. Nhiu

NH s dng hiu qu ngun thng tin ny nh mt c s d liu tip th hiu quto ra mt li th cnh tranh cc k ln. C trong chu k khong 2-3 nm, h thngthng tin cn c pht trin, lm sch, chn lc v gia tng. Khng nh cung cpdch v ti chnh no c th tr nn vt tri hn hn cc i th nu h khng c khnng thc hin cc chnh sch trn.

(m)Ngun lc cn b ngn hng

Yu t con ngi lun ng vai tr v cng quan trng trong bt k mt lnhvc no. c bit trong lnh vc dch v NH, mt dch v va lin quan n ti chnh,

n k thut, n con ngi mt cch trc tip. Cn b phi p ng c cc yu cuv trnh nghip v, phm cht o c, trnh ngoi ng, tin hc c bit l thi

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v k nng giao tip. V mt NH mun pht trin, mun m rng hot ng thphi c i ng cn b c trnh cao qun l v vn hnh. Vic u t cng nghmi trong cc NHTM s tr nn lng ph v khng hiu qu nu chng ta khng ci ng cn b c trnh cao qun l v khai thc, bn hng.

Phn tch theo m hnh nm lc lng cnh tranh ca M.Porter cung cp mt ci nhnton din v mi trng cnh tranh trong lnh vc ngn hng bn l. i vi tngngn hng, phn tch m hnh ny cho php ngn hng so snh tc ng ca nm lclng cnhtranh i vi ngn hng mnh v i vi cc ngn hng i th khc. T, nh gi cv th cnh tranh ca mnh, lng trc c phn ng ca i thtrc s tc ng calc lng cnh tranh

2.4.6 nh gi im mnh im yu im mnh

-

i vi x hi v nn kinh t:Cng vi qu trnh pht trin kinh t x hi v m ca th trng ti chnh, s

lng cc NHTMVN cung cp dch v NH bn l ngy cng tng . gp phn gia tnglu thng hng ha, kch cu nn kinh t v p ng nhu cu tiu dng ca ngi dn.Hot ng bn l ca cc NHTM gp phn gia tng ngun ngoi t quc gia, ci thincn cn thanh ton thng qua dch v chuyn tin kiu hi lin tc pht trin trong ccnm gn y.

Hot ng bn l ca cc NHTM gp phn thc y hot ng thanh ton KDTMtrong ton x hi nh thanh ton ha n in, nc, in thoi, truyn hnh, ph bo

him, v mybay v cc nhu cu thanh ton khc trong dn c thng qua vic cungng hng lot cc dch v nh ti khon tin gi thanh ton, chuyn tin bng ynhim chi, sc, th thanh ton, v cc phng thc thanh ton hin i nh thanh tonqua knh ATM, POS, SMS, Internet...

Cc phng tin thanh ton khng dng tin mt pht trin c bit dch v thpht trin vi tc rt cao, t l s ngi c ti khon ti NH tng ln nhanh chng.Cc NH bc u kt ni mng thanh ton th Banknet v Smarlink to tin ch rtln cho KH, t trng thanh ton bng tin mt trong tng phng tin thanh tongim.

- i vi dn c

Cc dch v NHBL ca NHTMVN phong ph, a dng cc knh phn phi png nhu cu a dng v ngy cng cao ca dn c. Cc dch v tn dng tiu dng p ng nhu cu vay vn ca i b phn dn c di 100nhiu hnh thc a dngnh cho vay thu chi, cho may mua t, hng ha tiu dng, cho vay tn chp, thchp bng ti sn, cm c giy t c gi, cho vay u t chng khon...Dch v thanhton nhanh, hin i, cht lng dch v khch hng ca cc NHTM nng cao png cc nhu cu thanh ton ngy cng gia tng ca dn c. Dch v chuyn tin kiuhi gip dn c an tm v tit kim chi ph khi nhn tin gp phn ci thin i sng.

Ngun vn dn c c ny n sinh si an ton, cc sn phm linh hot cho KH cnhiu s la chn.

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Cc sn phm dch v ca cc NHTM VN gn lin vi cng ngh hin i, kt nih thng th ca mt s NH, mng li m rng rt ngn thi gian giao dch, gimthiu thi gian ch i ca KH, rt tin li v khng gian, thi gian. V d, trc yKH thng xuyn phi n cc tr s NH giao dch vi nhiu nhn vin, th nayKH c th giao dch vi mt nhn vin NH (hay gi l giao dch mt ca); KH c thtruy cp thng tin v chuyn khon thng qua mng Internet; gi tin tit kim mtni v c th rt bt k im giao dch no ca NH... iu ny c tc ng tchcc n kh nng tip cn v s dng dch v NH ca cc dn c, mt s lng ngo KH ca cc NHTM.

Ti cc ngn hng thng mi Vit Nam hot ng bn l ca cc NHTMVN tmc tng trng bnh qun cao, m bo an ton, phn tn ri ro gip cho cc NHtng trng cc ch tiu c bn ca mnh v tng ti sn, tng vn huy ng v d ntn dng gp phn kinh doanh c li v an ton h thng. Cc NH thc hin nhiugii php a dng ho dch v NHBL, m ra nhiu dch v mi v nng cao cht

lng dch v NH truyn thng. Tng bc a dng ho cc sn phm dch v, xuhng mt sn phm gn nhiu tin ch, hng ti nhng sn phm hon ho mangtnh chn gi theo yu cu 101ngy cng cao ca KH. Thi gian qua, cng vi s phttrin ca h thng NHTM VN, cc dch v NH khng ngng c a dng ho v slng v nng cao v cht lng, nhiu NH i u trong vic p dng cng nghhin i cung ng cc sn phm dch v NH a dng, pht trin cc dch v NHin t bn cnh cc dch v NH truyn thng nh: SMS Banking, Internet Banking,Telephone Banking Theo c tnh, hin nay s lng dch v NH ln n trn200 loi hnh dch v.

Cht lng dch v ca cc NHTM c ci thin r rt. Trc s cnh tranh khgay gt trong vic ginh git th phn, y mnh ng dng cng ngh hin i, nngcao cht lng nhn lccht lng dch v NH c nng cao.

Cc NHTMVN quan tm v tp trung hin i ho, ng dng cng ngh vohot ng NH, pht trin cc dch v NH mi v hin i a tin ch nh thanh tononline gi tin mt ni rt nhiu ni, cc knh thanh ton qua ATM, Internet Banking,Mobile Banking c x hi n nhn tch cc. Thc t nh du nhng

bc pht trin mi ca hot ng bn l ca cc NHTMVN, to ra mt din mo micho dch v thanh ton ca ngnh ngn hng VN ni chung.

Cc NH ch trng nng cao cht lng dch v khch hng trong hot ngNHBL. Thc hin m rng mng li, u t c vt cht cc S giao dch, Phnggiao dch, Chi nhnh khang trang, thnh tp trung tm dch v khch hng phc v24/7. Pht trin ngun nhn lc v s v cht lng, c bit ch trng n cng tco to v o to li nng cao trnh nghip v, tc phong phc v chuynnghip p ng yu cu ca giai on mi.

im yu

- Hot ng ngn hng bn l nhn chung cha pht trin.

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Vi cc iu kin v kinh t, x hi v chnh tr cng nh dn c kh thun li,nhng hot ng bn l ca cc NHTMVN cn mc thp v c cht v lng. Mcd trong my nm tr li y, cc NHTMVN bt u ch trng pht trin hotng NHBL, tuy nhin do sn phm dch v cha a dng, cc dch v tin ch khngnhiu, cht lng dch v thp khng n nh nn s lng khch hng cng nhdoanh s hot ng cn hn ch, in hnh l s lng c nhn c ti khon ti NHchim t l thp, s lng KH s dng th cha cao, hay doanh s cho vay khchhng c nhn hu ht cc NH thp hn rt nhiu so vi cc nhm KH khc... Thudch v t t hot ng bn l kh khim tn, do s lng KH t, chnh sch ph v lisut cha linh hot v ph hp, v vy nhn chung t trng doanh thu t hot ng bnl thp. V su th trng, gn 50% KH ch s dng 1 sn phm duy nht l tikhon nhn lng, cc dch v ngn hng in t mi ch c mt s t KH s dng, tl d n tn dng tiu dng cn thp, s KH s dng th tn dng qu t so vi gn 86triu dn trong khi bn triu ngi dn Singapore s hu 30 triu th cc loi (ATM,tn dng, ghi n...).

- Sn phm dch v cha pht trin, tnh cnh tranh khng cao

H thng cc sn phm dch v mang nng tnh truyn thng, ngho nn v chngloi, c bit tnh tin ch ca mt s dch v cha cao. Sc cnh tranh yu, cha todng c thng hiu ring cho tng dch v, cha thc s nh hng theo nhu cuKH. Kh nng tip cn v s dng cc dch v NH mi hin i ca dn c chanhiu, c bn vn l cc nghip v truyn thng nh: huy ng vn, cho vay, thanhton. Cc dch v NH mi, hin i trin khai cn chm, mi tp trung cc trungtm KT ln. Dch v NH in t rt pht trin trn th gii, mang li nhiu tin ch

cho KH v NH nhng vic trin khai nc ta cn rt khim tn. Ngoi ra,vic cungcp cc dch v t vn, nghip v u thc...cng cha pht trin. Cc NHTM quc tang thc hin khong trn 6.000 nghip v kinh doanh tin t, tn dng, NH. Trongkhi cc NHTMVN mi ch thc hin c a khong 300 nghip v v mi cungcp cc dch v mang tnh truyn thng, cn cc dch v hin i nh NH in t, migii kinh doanh, nghip v u t, t vn ti chnh, y thc... mi ch bt u hocang trong giai on th nghim.

- Tnh cnh tranh ca sn phm mc trung bnh

Cha c nh gi tng sn phm trong danh mc cc sn phm bn l ca NH em

li li nhun nh th no. Cc NH c gng tung ra qu nhiu cc loi sn phm, trong khng t NH c gng tm mi cch tung ra sn phm m NH khc ang cung cp,dn n sn phm khng tin ch, cht lng khng cao, cha xc nh sn phm liv gia tng tin ch cho sn phm .

- Mng li knh phn phi t, knh phn phi hin i cha pht trin

Cc chi nhnh, im giao dch ca cc NHTM (c bit l cc NHTM c phn)ch yu tp trung cc trung tm kinh t - thng mi ln, s lng chi nhnh khngnhiu (chi tit xem ph lc s 1), h thng ATM v POS cha thc s thun li, c

bit l cha c chin lc pht trin POS. Do vy, ti cc tnh, a phng khng phil trung tm KT, dn c kh khn trong vic tip cn v s dng dch v NH. Mt

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khc, cc im giao dch cung cp dch v khng ng nht, hn ch cung cp mt scc dch v ngn hng hin i, qui m cung cp dch v cng b hn ch.

Knh phn phi cha thc s a dng, hiu qu thp, phng thc giao dch vcung cp cc dch ch yu vn l "tp trung v tip xc trc tip qua quy". Cc hnh

thc giao dch t xa da trn c s nn tng cng 104ngh thng tin v in t chaph bin. Mc d hin nay cc dch v NH in t (th ghi n, th tn dng, ATM,Internet banking, Home/office banking, Phone banking,) v knh phn phi in tang trn pht trin nhng cha c trin khai rng ri, lng KH s dng cn t.

Nhiu NH mi ch hot ng mc th nghim, phc v tra cu thng tin, cnnhng dch v tht s h tr cho giao dch thanh ton thng mi in t hocchuyn khon ti website NH th rt hn ch, v vic thanh ton qua in thoi ding vn cha c NH no trin khai.

- Cht lng dch v thp

Mc t vn cho KH ca cn b lm cng tc ngn hng bn l ca cc NHTM cnhn ch. i ng cn b NH mc lnh ngh c kh nng tng hp kin thc ktni cc khu nghip v gii thch t vn cho KH rt t, v vy vic qung b gii thiusn phm dch v n KH dng b phn Marketing, hay mt s phng nghip vquan trng, cn cc im giao dch xa s giao dch gn nh cha p ng c htcc yu cu ca KH. Hu ht cc NH cha c TTDVKH nhm h tr KH 24/7 khi sdng cc sn phm dch v NHBL, c bit i vi cc dch v in t.

Cht lng dch v cha cao, phong cch phc v cha chun mc, tc xl yu cu ca KH cha nhanh, chc nng t vn KH cha c ch trng. Mt s

quy nh, quy trnh nghip v cn nng v bo m an ton cho NH, cha thun licho KH. Cc th tc giao dch tuy c ci thin tuy nhin vn cha thun tin cho KH v tnh tr thnh ro cn hn ch kh nng tip cn dch v NH ca mt b phnKH c nhu cu chnh ng v c kh nng s dng c hiu qu cc dch v NH.

Tnh lin kt h thng gia cc NH cn thp, cnh tranh khng bnh ng, cbit l khi kt ni mng li ATM. Thiu s phi kt hp cht ch gia cc NH nncha to c mt dch v khp kn gy cn tr vi KH. V d, KH phi mt thi gianch kh lu (n 30 ngy) mi nhn c kt qu tra sot gia hai NH (trng hpKH s dng th ca NH A rt ti NH B nhng h thng b li, TK ca KH b tr tin

nhng KH khng nhn c tin). Ti my ATM, khch hng khng chuyn khoncho cc ti khon lin hng c, ch c th chuyn khon gia cc ti khon trongmt NH, do cc NH cha c mt h thng chuyn mch ng b, lm gim sccnh tranh ca cc NHTMVN.

- Tn ti ri ro trong hot ng NHBL

Hu ht cc NHTMVN hin nay vn cha xy dng c m hnh hot ng, qun lgim st ri ro hot ng bn l mt cch cht ch. H thng thng tin qun l ri roca cc NHTM khng c cp nht y v chnh xc lm nh hng khng nhn cng tc qun tr ri ro. Bn cnh l s bt cp v trnh nghip v, s nhnthc khng y ca mt b phn cn b lm cng tc NHBL, lm cng tc kimtra ni b v cn b qun l cc cp cng l nguyn nhn lm cho cng tc qun tr ri

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ro ca NHTMVN thi gian qua t hiu qu khng cao. Xy ra s li dng v la ov ri ro trong hot ng bn l ca NHTM

- Cha thc hin nh gi hiu qu hot ng ngn hng bn l

Cc NHTM vn b nh hng bi quan nim truyn thng l nh gi hot ng catng mng nghip v m cha thc s theo i tng khch hng. V vy cha c cctiu ch thng nht, cha thc hin nh gi hiu qu ca tng hot ng NH bn lcng nh ton b hot ng bn l ca mt NH. Hu ht cc NH cha c chnh schcng nh cng c h tr trong vic xc nh t trng thu nhp t hot ng ngn hng

bn l trong tng thu nhp ca ngn hng v ca tng hot ng bn l ni ring, cbit l vic nh gi t l n xu trong hot ng cho vay bn l cha c hu htcc ngn hng bc tch nh gi. V vy khng c c s khoa hc xy dng khoch pht trin hot ng bn l cng nh nh hng pht trin ca tng loi sn

phm dch v.

III. Phn tch cc chin lc kinh doanh kh thi3.1 Phn tch ma trn TWOS

Cc ngn hng thngmi Vit Nam

im mnh (S)1. Hiu r nhu cu v tpqun tiu dng ca KH, amhiu su v mi trngkinh doanh2. Th phn chim t trng

ln3. Mng li giao dchrng4. Gi c sn phm dch vr5. i ng nhn vin tnty, ham hc hi v c khnng tip cn nhanh cckin thc, k thut hini.

6. Kh nng lin kt giacc NHTM cao

im yu (W)1. Nng lc ti chnh cnhn ch2. Nng lc qun tr iuhnh v trnh qun lcha thc s tt

3. Ngun nhn lc chtlng thng khng cao4. Cht lng dch v thp5. Sn phm dch v chaa dng, km tin ch

C hi (O)1. Mi trng chnh tr,

php lut ngy cng honthin2. Kinh t VN pht trinn nh3. Mi trng vn ha, xhi thun li

4. Cng ngh pht trin toiu kin cho cc

S-O1.S1 S5 O1 O2 O3 Chin lc pht

trin th trng2.S1 S3 S5 O2 O5 O6 Chin lc thm

nhp th trng

W-O1. W4 W5 O 4 O5 O6 Chin lc a

dng ha snphm

2. W1 O1 O2 O5 Chin lc nng

cao nng lc ti

chnh

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NHTMVN ng dng phttrin cc sn phm dch vtin tch5. Mc hi nhp v mca ngy cng su rng6. Th trng ni a timnngThch thc (T)1. Cnh tranh gay gt giacc NHTM trn tt c cclnh vc v phm vi hotng2. p lc ci tin cngngh, k thut v qun tr

iu hnh3. Mi trng kinh t bini, nhiu ri ro4. Thi quen s dng tinmt trong dn c cn ph

bin5. Khch hng kh tnh vc tnh chuyn i cao

S-T1.S1 S5 S6 T1 T2 T4 T5 Chin lc tch

hp hng ngang

W-T1. W4 W5 T1 T2 T5 T6 Chin lc pht

trin sn phm2. W2 W3 T1 T2 Chin lc nhn

s

3.2 La chn chin lc kinh doanh thng qua m thc QSPM

Trn c s 7 chin lc c rt ra t vic phn tch ma trn TOWS ca ccNHTMVN, c 2 chin lc nhm S-O c th thay th. la chn chin lc nonn u tin thc hin, ta s dng ma trn hoch nh chin lc c th nh lng(QSPM)

Nhn t c bnThangim

Cc la chn chin lc c th thay th C simhp dn

Chin lc phttrin th trng

Chin lc thmnhp th trng

im

hp dn

Tng

imhp dn

im

hp dn

Tng

imhp dnA. Cc nhn t bntrong1. i ng nhn vin 4 3 12 2 62. Cng ngh ngnhngn hng

3 4 12 3 9

3. Mng li giaodch

2 3 6 2 4 Thcy mrng

mngli

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4. Gi c sn phmdch v

2 3 6 2 4

5. Kh nng lin ktgia cc NHTMVN

1 2 2 1 1

6. Nng lc ti chnh 4 2 8 2 8 Thmnhp thtrngcn tvn hn

7. Nng lc qun tr 3 1 3 2 6 Hinang cnthiu

8. Cht lng snphm dch v

2 4 8 2 4 To iukin

phc vkhchhng tthn

B. Cc nhn t bnngoi1. Nn kinh t VN

pht trin cao vchuyn bin tch cc

3 4 12 2 6 C hiphttrin th

trngmi2. Tnh hnh chnh tr- x hi ca t ncn nh

3 3 9 2 6

3. Hi nhp kinh tquc t su

2 2 4 3 6

4. Php lut ngycng hon thin

2 2 4 2 4

5. Cng ngh pht

trin

3 2 6 2 6

6. Th trng ni atim nng

2 4 8 3 6 Li ththu htkhchhngmi

7. Cnh tranh trongngnh gay gt

1 3 3 2 2 To iukin xclp thtrng

8. p lc ci tincng ngh, k thut

2 2 4 1 2

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v qun tr9. Mi trng kinh t

bin ng2 2 4 2 4 Chia s

ri ro10. Thi quen v tml khch hng

3 3 9 2 6 u ththtrngmi

Cng s im hpdn

120 90

Qua phn tch m thc QSPM nhm S-O cho thy chin lc pht trin thtrng c s im hp dn 120 im, cao hn tng s im hp dn ca chin lcthm nhp th trng l 90 im. T kt qu phn tch trn cho thy, trc mt cc

NHTMVN nn u tin cho chin lc pht trin th trng nhm to iu kin chovic pht trin dch v, thu ht khch hng mi, a hnh nh v thng hiu camnh n vi cng chng nhiu hn, ng thi c th xc lp v th cnh tranh ca

NHTM nhiu th trng khc nhau. iu ny cng gip cho vic phn tn v chia sri ro c tt hn.

Kt hp gia kt qu t vic phn tch m thc TOWS v QSPM vi honcnh ni ti v mi trng kinh doanh ca cc NHTMVN, ta c th xut la chncc chin lc nh sau:

- Chin lc pht trin th trng: Tn dng c hi pht trin kinh t ca

t nc, s n nh v mt chnh tr, x hi v hot ng thut li cangnh ngn hng trong thi gian gn y tng th phn, y mnh vicpht trin th trng mi, m rng a bn hot ng n cc khu vc trongv ngoi nc da trn i ng nhn vin tr, ham hc hi, tip thu cngngh tt v c s am hiu su nhu cu ca KH. iu ny cng to iu kincho vic pht trin dch v.

- Chin lc nng cao nng lc ti chnh: Tng vn iu l, kim sot ttcht lng tn dng, x l trit cc khon n xu, n kh i nhm phttrin ngun vn an ton v hiu qu cho cc NHTMVN, ng thi lm tngv th v sc mnh, to iu kin pht trin c s vt cht, trang thit bcng ngh cao cho NH.

- Chin lc a dng ha sn phm: Vi mc hi nhp v m ca ngycng su rng ca Vit Nam, cc cng ngh v k thut hin i s ccc NH a vo ng dng nhm to ra cc sn phm c tnh nng u vithn, ci thin cht lng dch v tt hn v c tnh a dng, phong ph p ng nhu cu ca th trng ngn hng bn l Vit Nam mt cch ttnht.

- Chin lc pht trin sn phm: Tp trung vo vic nghin cu nhng sn

phm, dch v mi ph hp vi l trnh m ca dch v ngn hng nhmtn dng li th l nhng ngn hng i u trong vic trin khai. ng thi

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phi to ra s khc bit ca sn phm, dch v cht lng, s linh hot cnh tranh v lm tha mn nhu cu ca phn ng khch hng, k cnhng khch hng kh tnh.

- Chin lc nhn s: vt qua kh khn v nhn lc, cc NH cn thu

ht i ng qun tr iu hnh gii t cc i th cnh tranh da trn chnhsch lng, i ng tha ng cng iu kin lm vic thch hp nhm hnch s di chuyn. Bn cnh , p lc v mt cng ngh i hi cc NH chtrng n vic tuyn dng v o to, bi dng nhn s c tay ngh png qu trnh pht trin.

- Chin lc tch hp hng ngang: trnh s cnh tranh gay gt trongngnh, cc NHTM thng tm kim quyn s hu hoc gia tng kim soti vi cc i th cnh tranh thng qua cc hnh thc M&A, hp tc hoclin minh chin lc. iu ny s gip cc NHTM tn dng c i ng

nhn vin am hiu th trng, KH v c chuyn mn hn ch p lc vcng ngh, cng nh vic gii quyt thi quen v tm l ngi tiu dngVit Nam hin nay.

IV.Cc gii php chin lc cho cc ngn hng thng mi Vit Nam

4.1.1 Gii php ti chnh

V ti chnh, ngn hng thng mi c th p dng chin lc dn u v chiph. Trong lnh vc ngn hng th chin lc dn u v chi ph ch yu l cnh tranhtrong tn dng. Ngn hng c th cnh tranh vi cc i th bng vic lin tc gim

mc li sut cho vay cho khch hng hay khi cn huy ng vn th li tng li suttin gi ln mt mc hp l.

Trong trng hp ny, ngn hng nhn tin gi, qun l, theo di s d vcung cp cc dch v v ti khon cho khch hng mt cch nhanh chng, an ton vchnh xc vi chi ph thp nht. Khi thc hin gi tin, khch hng c m min phcc loi ti khon nh ti khon tin gi thanh ton, ti khon tin gi c k hn vcc sn phm tin gi nh k phiu, chng ch tin gi Ti khon c bit: chuynchi, chuyn thu, u t t ng.

V dch v u t t ng, khi tin gi trn ti khon thanh ton ca khch

hng vt mt mc nht nh gi l mc sn, phn tin vt s c t ng chuynsang mt ti khon c bit ti khon u t t ng. Khi s d ti khon tin githanh ton gim xung thp hn mc sn, tin s c t ng chuyn t ti khn ut v ti khon tin gi thanh ton ca khch hng. Vi vic s dng cc dch v trnc th gip doanh nghip gim c mt s chi ph ng k trong vic phc v khchhng. T gim chi ph kinh doanh, tng kh nng cnh tranh ca doanh nghip trnth trng.

ng thi, cc ngn hng c th chim lnh th phn v doanh s kiu hi bngcch thit lp quan h i l vi cc ngn hng trn th gii, x l t ng lnh Swift

v k hp ng vi nhng t chc chuyn tin nhanh quc t (nhu MoneyGram).

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Bn cnh , ngn hng c th p dng core banking v pht trin mng liATM cng th ghi n ni a. Ngn hng cng c th k kt hp ng tr lng chocc n v l doanh nghip v cc t chc hnh chnh s nghip, theo , ngi laong s s dng dch v nhn lng qua ti khon, gp phn ng k vo chin lcthc y thanh ton khng dng tin mt chung ca t nc.

4.1.2 Gii php nhn lc v qun tr iu hnh

Ngn hng thng mi trin khai chin lc tch hp: thng qua lin minh, linkt vi nhiu ngn hng trong v ngoi nc. Ngoi ra, ngn hng gn b cht ch vikhch hng hn thng qua p ng tt nhu cu ca khch hng, chnh sch li suthp l thu ht khch hng s dng sn phm dch v, dch v chm sc khch hngtt khin nhiu khch hng gn b vi doanh nghip.

Ngn hng nn tp trung xy dng i ng cn b c tui i bnh qun tr,c o to bi bn v lnh vc ti chnh ngn hng, c kin thc v kinh t thtrng tng i ton din, c trnh ngoi ng, c kh nng thch nghi nhy bnvi mi trng kinh doanh hin ti v mang tnh hi nhp cao.

Ngoi ra, ngn hng nn ch trng p dng cc kha o to nng cao nng lcqun tr iu hnh cng nh o to nghip v chuyn su thng xuyn. ng thi,thng xuyn cp nht v i mi theo yu cu thc tin cc chng trnh o totrong v ngoi nc v quan h khch hng, nghip v chng khon, kim ton ni

b, cng ngh, th nhm nng cao kh nng cho nhn vin.

Ngn hng nn u t ti chnh vo hng mc cng ngh thng tin v cn b IT

qun l cc n cng ngh hin i, m bo nn tng cng ngh thng tin gi vaitr ct li trong qu trnh chuyn i m thc qun tr kinh doanh, pht trin sn phmdch v ngn hng tin tin v nng cao cht lng ca sn phm hin ti.

Ngn hng nn u t nhm s hu quy trnh cng ngh hin i v ng dngcng ngh tin tin nc ngoi trong qu trnh hot ng kinh doanh ca mnh.

4.1.3 Gii php marketing

Marketing ngn hng c hiu l mt h thng t chc qun l ca mt ngnhng t c mc tiu tha mn ti a cc nhu cu v vn cng nh cc sn phm

dch v khc ca ngn hng i vi mt hay nhiu nhm khch hng mc tiu c la chn thng qua cc chnh sch nhm hng ti mc tiu cui cng v caonht l ti a ha li nhun. Hot ng marketing gm bn nhm hot ng c bn:Product, pricing, placement v promotion.

- Product (sn phm, dch v)

Trong lnh vc ngn hng, cc sn phm n tay ngi dng thng di dng ccdch v nh dch v cho vay, tin gi, chuyn tin, thanh ton

S cnh tranh trn th trng v sn phm dch v gia cc ngn hng thng mi

ang din ra ht sc khc lit l mt nhn t buc h phi p dng chin lc a dngha cc sn phm, dch v nhm nng cao hiu qu hot ng ca ngn hng thng

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mi. C th, chin lc a dng ha gip ngn hng phn tn v gim ri ro, tng linhun, thc y cc nghip v cng pht trin v tng kh nng cnh tranh ca

NHTM trong nn kinh t th trng.

VD: Western Bank, mt trong nhng ngn hng bn l lu nm ti Vit nam nhanh

chng xc nh chin lc trng tm: a dng ha cc loi hnh dch v ti chnh trnnn tng cng ngh hin i.

Vi th mnh v sn phm dch v huy ng vn, Western Bank c cngchng bit n thng qua nhng chnh sch u i vt tri v dch v. Dng sn

phm tin gi ca Ngn hng c thit k ph hp vi mi i tng khch hngtheo tng la tui, gii tnh, ngnh ngh v nhu cu s dng nh: Gi tit kim caonin, Gi tit kim ph n, tin gi pht lc, tin gi theo thi gian thc gi, tin gi36 thng li sut th ni,

V dng sn phm cho vay, Western Bank lun lun p ng ti a nhu cuca khch hng thng qua hng lot sn phm: cho vay thu chi v vay tn chp CB-CNV, cho vay sinh hot tiu dng, cho vay mua xe t v xe ti, cho vay mua nh vnn nh, cho vay hon i nh, cho vay sa cha & xy dng nh, cho vay th chpchng khon

Cng vi chin lc a dng ha sn phm dch v, nhm phn ng li s ganhua ca cc i th cnh tranh, cc ngn hng cn p dng chin lc khc bit hosn phm. y l chin lc to li th cnh tranh tinh vi nht, a dng nht v emli hiu qu cao. S khc bit to ra nim tin cho khch hng, to ra nhiu tin chgip khch hng ti a ho hiu qu ti chnh lun c nh gi cao v l la chn

hng u ca khch hng c nhn. Tn dng li th am hiu khch hng, cc ngnhng trong nc c th to s khc bit theo hng:

- u t thch ng cho hot ng nghin cu, lm chnh sch.

- To s khc bit bng cch xy dng h thng qun tr quan h khch hng(CRM) hiu qu, nm bt nhanh nht thng tin, phn hi ca khch hng cnhng sn phm p ng kp thi nht, ph hp nht, to s c bit ti tng itng khch hng.

- To s khc bit cho cc tin ch ca sn phm bng vic lin kt vi cc i

tc khc cung cp nhiu tin ch hn cho khch hng. Cc dch v ccung cp ton din, trn gi, coi trng s t vn v h tr khch hng, chng ts am hiu tp qun, thi quen ca khch hng.

- To s khc bit cho sn phm bng thi , cung cch giao dch, vn hodoanh nghip v c cc yu t trc quan khc nh thit k, b tr quy bn giaodch, bin hiu,

- To s khc bit bng phng thc phn phi, bn sn phm.

Chin lc khc bit ho sn phm cng l chin lc tt nht cng c, to dngthng hiu, ci thin v th cnh tranh ca ngn hng.

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VD: - Vietcombank l ngn hng u tin ti Vit Nam cho php khch hng hngc th gi tin mt ni v thc hin rt tin bt k im giao dch no thuc hthng trn ton quc. V mi y nht, Vietcombank chnh thc trin khaidch v VCB Securities-online - mt dch v kt ni trc tuyn ti khon tin gica nh u t ti ngn hng vi ti khon u t chng khon ca h ti Cng tychng khon. y l c hi cho nh u t tip cn v s dng cc dch v a dngkhc ca ngn hng.

- Western Bank tng bc khng nh v tr ca mnh trn th trng ti chnh VitNam khi c bit n l Ngn hng u tin ti Vit Nam trin khai s dng cngngh bo mt bng du vn tay, my kim xut tin t ng TCD (Teller CashDispenser), h thng ebanking trong giao dch v c trong cng tc qun l nghip vngn hng. Chnh v l khi so snh vi nhng n v khc, Western Bank cnh gi l n v xp hng v tr s 1 v ng dng v pht trin Cng ngh Thngtin.

- Pricing (nh gi):

Cc ngn hng thng mi thng s dng chin lc dn o v chi ph. c hiu l chin lc dnh li th cnh tranh trn c s c chi ph sn xut kinhdoanh thp hn, h gi thnh sn phm t c li nhun cao hn mc trung bnhca ngnh.

Trong lnh vc ngn hng ti chnh, cc yu t u vo ch yu l cc yu tcao cp, khng c sn, phi do tch ly v u t mi c c nh cng ngh, i ngnhn s c trnh , ti sn thng hiu, uy tn th chin lc qun l chi ph phi

c nhn nhn theo quan im khc. Chi ph c qun l tt nht trong lnh vcngn hng bn l theo hng:

- La chn u t cng ngh ph hp vi h tng hin ti.

- Pht trin mng li hiu qu (ln k hoch phn b im giao dch vi mt hp l, ph hp vi iu kin c th ca a bn.

- S dng hp l cc chi ph cho marketing, qung co sn phm.

- Qun l, kim sot cht ch vic s dng ngn sch; tit kim cc chi ph hot

ng chung khc.VD: Vietcombank lun cnh tranh vi cc i th bng vic lin tc gim mc lisut cho vay cho khch hng hay khi cn huy ng vn th li tng li sut tin gi lnmt mc hp l.

Vietcombank nhn tin gi, qun l, theo di s d v cung cp cc dch v vti khon cho khch hng mt cch nhanh chng, an ton v chnh xc vi chi phthp nht. Khi gi tin ti Vietcombank, ngi gi c m min ph cc loi tikhon sau: Ti khon tin gi thanh ton; ti khon tin gi c k hn v cc sn

phm tin gi: k phiu, chng ch tin giTi khon c bit: chuyn chi, chuynthu, u t t ng.

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- Placement distribution (v tr - phn phi):

L vic lm sao c th mang sn phm n vi tay khch hng. Khc vinhng nhng doanh nghip kinh doanh cc sn phm hu hnh d dng trng bymang n cho cc khch hng mt ci nhn trc quan, cc sn phm dch v ngn

hng thng l v hnh do vy vic chn v tr xut hin v knh phn phi cng c ngha quan trng hn bao gi ht.

Cc ngn hng thng mi lm kh tt trong vic s dng v tr v knhphn phi mang cc sn phm ca mnh n vi khch hng. Cc sn phm dch vthanh ton hng ti cc i tng c nhu cu thanh ton ln lun c xut hintrong nhng khu vc siu th, trung tm mua sm hoc cc khu vc vui chi gii tr cnhu cu thanh ton cao nh sn golf, cc nh hng khch snCc khu vc khu cngnghip c lng cng nhn ng o cng l ni cc ngn hng pht trin sn

phm thanh ton lng qua ti khon qua th C24, ng thi bn cho cc sn phm

dch v khc nh gi tit kim cng nh cho vay tiu dng khc. Cc dch v chuyntin thng c mang n nhng khu vc c nhu cu chuyn tin cao nh cc trngi hc, khu bun bn

Ngoi v tr ra th knh phn phi cng c vai tr ht sc quan trng trong vicmang nhng sn phm dch v cn thit n ng i tng. V chin lc cthng p dng l chin lc tch hp.

i vi mi sn phm dch v khc nhau hng n nhng i tng khchhng khc nhau cn c nhng knh phn phi khc nhau. Trong khi nhng sn phmdch v bnh dn thng c mang n khch hng thng qua knh siu th, khu

cng nghip th nhng sn phm cao cp hn nh vo tng lp c thu nhp caothng mang n nhng khch hng thng xuyn lui ti cc sn golf, khu mua sm,khu vc sn bay

Cc ngn hng vn khng ngng tm nhng knh phn phi mang sn phmdch v n tay mi i tng khch hng..kt hp vi cc chin lc cng nhmci tin v th cnh tranh ca ngn hng vi cc sn phm dch v hin thi.

VD: Sacombank s dng chin lc tch hp pha trc khi hon tt chuyn iChi nhnh Phnm Pnh ti Campuchia sau 2 nm hot ng tr thnh ngn hng con -

Sacombank Cambodia vo ngy 5/10/2011. Ngoi ra, Sacombank thit lp miquan h i l vi hn 12.300 i l ca 328 ngn hng ti 82 quc gia v vng lnhth trn khp th gii, thc hin cc giao dch ti tr thng mi, ti tr d n,thanh ton v chuyn kiu hi. Trn nn tng li th v mng li rng khp,Sacombank c iu kin thun li pht trin chin lc PT th trng, a n tntay mi i tng khch hng c nhn cng nh cc DN c hi tip cn ngun vn

phc v nhu cu tiu dng, pht trin sn xut kinh doanh v hng lot cc dch vngn hng - ti chnh hin i, a tin ch.

- Vietcombank lin kt vi MTV, cung cp th lin kt VCB - MTV phng thcthanh ton mi dnh cho th h tr nng ng. Th thanh ton VCB - MTV c ktni trc tip vi ti khon c nhn ca khch hng m ti VCB. Loi th thanh ton

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mi ny c an ton cao do c cp php in t vi 100% giao dch v cm bo an ninh bng h tng c s cng ngh tiu chun quc t ca VCB.

- Promotion (xc tin):

C th ni y l hot ng c trng nht ca Marketing, nm trong chinlc cng ca cc ngn hng thng mi. Cc ngn hng s dng ht sc trit cng c ny mang hnh nh cng nh nhng c im tin ch ca cc sn phmdch v n vi khch hng.

Pht trin thm khch hng mi(gia tng th phn) l mc tiu quan trng cachin lc cng trong mc tiu xc tin. pht trin thm khch hng minhng ng thi vn gi vng th phn vi nhng khch hng trung thnh ngan hngc th thc hin cc bin php sau:

Khuyn mi: cc ngn hng tn dng nhng hnh thc khuyn mi nh

gim gi mt phn hoc min ph cho khch hng khi s dng mt hay mt nhm ccdch v ca khch hng qua gip khch hng khng ch hiu sn phm dch v mcn hng ti mc tiu ly cm tnh v khin khch hng mong mun s dng chngtrong lu di.

Bn cnh hnh thc gim gi, cc ngn hng cn c nhng chng trnh tri ntng qu cc khch hng truyn thng gn b lu nm v tin tng s dng ccdch v ca ngn hng. Cc hnh thc pht t ri, qung co banner c cc ngnhng s dng trit bi chi ph thp, c tc dng qung b trong mt khu vc nhnghiu qu mang li thp.

Qung co: Vi s pht trin ca cng ngh thng tin, cc hnh thc qung cothng qua th in t v qua mng cng pht trin mnh vi chi ph thp so vi cchnh thc qung co khc.

Mt hnh thc qung b sn phm khc l thng qua cc phng tin thngtin i chng nh truyn thanh v truyn hnh, hnh thc qung co ny c sc lan tarng, n tng mnh n vi khch hng.

VD: Chnh sch trin khai chin lc cng ca VCB th hin qua vic khngngng gia tng th phn v doanh s bn ca cc sn phm/dch v hin ti, cung cp

cc sn phm/dch v mi. Vi hn 1300 chi nhnh Vit nam v cc nc trn thgii, VCB d dng tip cn vi cc khch hng tim nng. Khng nhng vy,Vietcombank cng u t n vic xc tin cc sn phm dch v n vi khch hng.Bng chng l cc on qung co lin tc xut hin trn TV, qung co ngoi tri,

bandroll Ngoi ra, nhng hot ng mang tnh cng ng cng c VCB thchin thng xuyn v lin tc. l cc hot ng t thin nh gy qu n n pngha, qu v ngi ngho Tt c nhng hot ng trn nhm nng cao hnh nhca VCB trong mt khch hng, a hnh nh ca VCB khc su vo tm tr khchhng, t s gip VCB d dng tip cn vi khch hng hn.

4.1.4 Gii php nghin cu cng ngh v pht trin

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Ni n cng ngh ngn hng l ni n h thng thng tin bao gm phnmm, phn cng, ng truyn v i ng cn b chuyn ngnh cng ngh thng tin.Do cc gii php v cng ngh c tc gi xem xt 2 mt: h thng v nhn s.

- V mt h thng:

Tp trung xy dng h thng kt cu c s h tng v cng ngh thng tin,cng ngh ngn hng hin i: Hot ng ca h thng ngn hng cn c thc hinda trn c s h tng cng ngh truyn thng v thng tin hin i hu ht cc mtnghip v ngn hng. H thng hch ton k ton, thng tin thng k da trn nntng ng dng cng ngh m bo NHTM thc hin c hiu qu vic hoch nhv thc thi CSTT, cc hot ng qun l, iu hnh, hot ng thanh tra, gim stton b hot ng ngn hng ca nn kinh t v cc hot ng chc nng khc ca

NHTM. H thng h tng k thut cng ngh lin kt gia cc TCTD nhm to iukin cho tng TCTD pht trin cc dch v gia tng cnh tranh, p ng kp thi cc

dch v ngn hng tin ch cho x hi, tng vng quay dng vn, h tr tch cc chocng tc qun tr cc TCTD.

Xy dng h thng my ch c gii php nng cp, m rng m bo phc vs lng khch hng gia tng. Nng cp h thng bo mt m bo cho vic trinkhai thanh ton trc tuyn t xa.

Nng cp v ci tin phn mm: cn ci tin h thng phn mm nghip v vcng giao tip gia cc h thng ngn hng vi nhau.

- Hin i ha cng ngh thanh ton:

D n h thng thanh ton in t lin ngn hng trong d n Hin i hangn hng l mt trong nhng d n trng im trong chin lc pht trin cng nghthng tin giai on 2006-2010 ca Chnh ph Vit Nam. Kt qu sau khi hon thnhgiai on 1 ca d n gip thay i c bn v phng thc thanh ton truyn thngca cc t chc tn dng, c nhn v h thng ngn hng trn ton quc; gp phn lmtng sc cnh tranh ca nn kinh t ni chung v h thng ngn hng ni ring, png nhu cu pht trin kinh t ca t nc trong thi gian ti.

Hon thin h thng th ATM: Nhanh chng u t thm my ATM, ng thihp tc vi cc lin minh th nhm khc phc tnh trng s lng my ATM qu t.

ng thi a dng ho li ch t dch v ATM, tin ti cung cp cho khch hng ccdch v a dng nh: Mua v tu, v my bay, th co, Gi tin mt trc tip (myATM t ng m, kim tra cht lng v ghi C vo ti khon ca khch)...

- V i ng cn b chuyn ngnh cng ngh thng tin:

Do c th ca ngn hng nn cn b cng ngh thng tin i hi phi c knng tin hc, ng thi hiu nghip v ngn hng. Do , cn r sot v to iu kinv thi gian v kinh ph cho i ng cn b tin hc c hc thm nghip v ngnhng qua cc kho hc ti ngn hng, cc kho ngn hn ti cc trng i hc kinh

t, i hc ngn hng. Yu t cng ngh thay i lin tc nn cc ngn hng phi cchnh sch h tr o to cc cng ngh mi (cng ngh th, k thut lp trnh, bo

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mt, qun tr h thng, qun tr c s d liu, thng mi in t,..) cho cc cn bmt cch kp thi thng qua cc kho o to cc nc tin tin trong khu vc vquc t, thng qua cc bui hi tho trong v ngoi nc, cc kho hc thc s cngngh thng tin ti cc trng i hc.

Kt lun

Hot ng bn l l mt trong nhng mng hot ng kinh doanh ln v ngycng c cc NHTM coi trng pht trin. Trong bi cnh cnh tranh ngy cng gaygt, cc NHTM khng ngng m rng a bn hot ng, a dng ha sn phm dchv v knh phn phi phc v c nhn v cc t chc c nhu cu v dch v NH.Vit Nam c nh gi l th trng cc k tim nng cho cc NH trong vic cungng cc dch v dnh cho KH c nhn. Vi mt nh hng ng n ca cc NHtrong vic pht trin cc dch v dnh cho KH c nhn, cc NH s thu ht c nhiuKH v tng t trng thu dch v cng nh gp phn thc y vic x hi ha cc

thanh ton khng dng tin mt. Tuy nhin thi gian qua, hot ng bn l ca ccNHTMVN cn bc l nhiu vn tn ti. Do vic nghin cu nhng vn cntn ti t a ra cc gii php khc phc nhm pht trin hot ng bn l trthnh yu cu cp thit cho cc NHTMVN.

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