CU HI N TP MN MARKETING NGN HNG

I. L thuyt 1. Hy phn tch nhng c im c bn ca lnh vc kinh doanh ngn hng t thy c cc c im lin quan ca marketing ngn hng? 2. Nu by yu t trong Marketing Mix ca ngn hng. Theo bn, cc yu t con ngi, quy trnh, bng chng vt cht c xem xt nh th no? 3. Thng qua c im marketing ngn hng, hy bnh lun nhng hn ch/thch thc khi ng dng marketing vo hot ng ngn hng. Lin h thc tin i vi h thng NHTMVN. 4. Phn on th trng c hiu qu cn phi tho mn nhng yu cu g? xc nh vic la chn mt on th trng c th cn phi nh gi on th trng trn cc kha cnh g tip theo? 5. Trnh by c im cc giai on trong chu k sng sn phm v phn ng ca ngn hng trong tng giai on. Lin h thc tin i vi cc NHTM VN. 6. Trong cc giai on ca vng i dch v ngn hng, theo bn giai on no cn nhiu ngn sch cho qung co sn phm nht? Ti sao? 7. Trnh by cc loi gi c v vai tr gi c trong hot ng marketing ngn hng. Lin h thc tin i vi cc NHTM VN. 8. Trnh by cc loi knh phn phi, u nhc im v xu hng pht trin ca tng loi knh ny trong hot ng marketing ngn hng. Lin h thc tin i vi cc NHTM VN. 9. Trnh ny cc phng thc khuych trng giao tip trong hot ng marketing ngn hng, u nhc im v cc iu kin p dng ca tng phng thc. Lin h thc tin i vi cc NHTM VN. 10. Trnh by tin trnh khuych trng giao tip v cc nhn t nh hng ti s la chn phng thc khuych trng giao tip trong hot ng marketing ngn hng. Lin h thc tin i vi cc NHTM VN.

11. Hy phn bit giao tip cng chng (public relation) v qung co (advertising)? C ngi cho rng, trong nhiu trng hp giao tip cng chng mang li hiu qu cao hn l vic qung co? kin ca bn th no?

II. Bi tp tnh hung 1. Hy phn on th trng khch hng cng ty Vit Nam theo tiu chun t la chn Trnh by ngha ca nhng nh gi trn i vi hot ng marketing ti cc NHTM VN. 2. Hy phn on th trng khch hng c nhn Vit Nam theo tiu chun t la chn Trnh by ngha ca nhng nh gi trn i vi hot ng marketing ti cc NHTM VN. 3. Hy s dng ma trn v th cnh tranh ca ngn hng v s hp dn ca th trng nhn din cc phn on th trng hp dn nht m ngn hng anh/ch cn theo ui (chn mt trong cc NHTM VN hin nay nh gi). 4. Phn tch SWOT i vi mt ngn hng thng mi/hoc 1 dch v ca mt ngn hng m Anh (Ch) chn . 5. Hy k mt tnh hung giao tip gia ngn hng v khch hng m bn tng gp hoc tng bit? Theo bn, cn b ca ngn hng trong tnh hung x l tt cha? Nu cha, bn hy xut mt cch x l khc theo bn l tt hn? 6. Nu phi nghin cu v th trng khch hng c nhu cu vay vn ca ngn hng ti H Ni, anh/ch s da vo tiu thc no phn on th trng? Ti sao anh/ch li chn tiu thc ? 7. Nu ngn hng anh/ch mun m mt chi nhnh mi, nhng cng vic ban u m ngn hng ca anh/ch cn thc hin l cng vic g? Sau khi chi nhnh c khnh thnh th cng vic tip theo l cng vic g? 8. Anh/ch c th m t hnh nh mt qu tit kim hin i trong tng lai. 9. ng trc nhu cu v vn vay rt ln ca khch hng, ngn hng anh/ch pht hnh tri phiu ngn hng huy ng vn. L gim c marketing ca ngn hng ny, anh/ch s tin hng qung co nh th no (hnh thc qung co, phng tin dng qung co) hp dn c ngi gi tin?

10. Anh/ch l gim c mt ngn hng thng mi c phn Vit nam. Anh/ch nhn thy rng, cc ngn hng ang gp rt pht trin dch v th thanh ton, v d nh Ngn hng Ngoi thng, Ngn hng Cng thng. Anh/ch s lp chin lc pht trin dch v ny nh th no? 11. Bnh lun cu ni: Hnh nh ca mt ngn hng c tim lc ti chnh hng mnh c in vo u khch hng bi mt nhn vin giao dch tp s 12. S dng m hnh cc cp gi tr ca dch v phn tch mt dch v ngn hng c th m Anh (Ch la chn). Nu hng hon thin dch v . Phn 1- L thuyt Cu 1: Khi qut nhng ni dung c bn ca Marketing Ngn hng? Minh ha mi lin h gia nhng ni dung trn thng qua mt v d c th? Marketing ngn hng l h thng cc chin lc, bin php, cc chng trnh, hot ng tc ngvo ton b qu trnh cung ng dch v ca 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, hon thnh c cc mc tiu nh Ni dung ca Marketing ngn hng gm 4 ni dung c bn: - Nghin cu th trng v d on nhu cu - Phn on th trng, xc nh th trng mc tiu v nh v sn phm - Xy dng chnh sch Marketing ng b - Lp k hoch Marketing Ngn hng Nghin cu th trng v d on nhu cu Nghin cu cc yu t mi trng vi m bao gm: +cc quan h ni b ca ngn hng + cc quan h gia ngn hng vi i th cnh tranh + quan h gia ngn hng vi khch hng

+ quan h gia ngn hng vi cc phng tin thng tin i chng,cc c quan nh nc, x hi. Nghin cu cc yu t mi trng v m bao gm cc yu t: + chnh tr + x hi + cng ngh + kinh t Nhn bit i tc D on nhu cu: + nh gi nhu cu th trng: c 2 phng php nh gi nhu cu l phng php o lng tch t v phng php tch hp cc nhn t + d on nhu cu trong tng lai Phn on th trng, xc nh th trng mc tiu v nh v sn phm Phn on th trng l cn c vo mc ch nhu cu v cc tiu thc c th phn chia th trng thnh cc n v nh khc bit nhau. Trong mi n v nh c s ng nht v bn cht hoc tnh cht theo cc tiu thc c la chn Qui trnh phn on th trng xc nh th trng mc tiu nh v sn phm + xc nh c s cho vic phn on th trng + pht trin h s cho tng on th trng Phn on th trng +o lng tnh hp dn ca tng on th trng + la chn th trng mc tiu Xc nh th trng mc tiu

+ nh v cho sn phm trn tng on th trng mc tiu + pht trin chnh sch marketing ng b cho tng mc tiu nh v sn phm Xy dng chnh sch Marketing ng b Chnh sch sn phm Chnh sch gi Chnh sch xc tin bn hng Chnh sch phn phi Marketing mix: + sn phm dch v + gi c + khuch trng +phn phi +bng chng vt chng +quy trnh +con ngi Lp k hoch Marketing ngn hng Bn k hoch l trung tm ca qu trnh marketing, l c s nh gi kt qu thc hin. Lp k hoch d dn n thnh cng hn. K hoc cng c th c iu chnh cho ph hp vi cc iu kin pht sinh ca mi trng Bn k hoch marketing gm cc ni dung sau: Tm tt qun tr

Phn tch mi trng kinh doanh Nhn dng th trng mc tiu nh v sn phm v thng hiu Cc mc tiu cn t c Lch trnh, ngn sch, ngun nhn lc, trch nhim v ngha v Cc chin thut trin khai Cc thc kim tra, nh gi Cu 2: Hy phn tch nhng c im c bn ca lnh vc kinh doanh ngn hng t thy c cc c im lin quan ca marketing ngn hng? *.Nhng c im c bn ca lnh vc kinh doanh ngn hng: 1.1.c im v sn phm Ngn hng l mt t chc kinh doanh tin t, mt loi hng ho c bit. Sn phm ca ngn hng chnh l nhng dch v lin quan n tin t m ngn hng cung cp cho khch hng nhm p ng nhu cu ca h. Do vy, sn phm ca ngn hng mang y tnh cht ca sn phm dch v v c nhng c im chnh sau: -Sn phm mang hnh thi phi vt cht -Qu trnh sn xut v tiu dng dch v din ra ng thi -Sn phm ca ngn hng kh c phn bit, nhn bit ngay v li ch, cng dng ca chng. -Mc ng nht ca sn phm l cao -Sn phm ca ngn hng ngy cng c a dng ho, hng loi cc dch v mi mi ra i. 1.2.c im v khch hng . Khch hng ca ngn hng rt a dng v phong ph, n bao gm cc tng lp dn c, cc t chc kinh t, chnh tr v c bit cc ngn hng cng tr thnh khch

hng ca nhau... Ngy nay cc ngn hng ang tin hnh a dng ho dch v ca mnh nn s lng khch hng ca ngn hng ngy cng tng ln mt cch nhanh chng. Tuy nhin khch hng ca ngn hng l mt tng th kh phc tp v cha nhiu tiu thc phn on khc nhau. Bn cnh nhu cu ca khch hng v cc dch v ngn hng l khng ng nht v c nhiu bin ng. 1.3.c im v cnh tranh Cng vi xu hng chung ca nn kinh t, kinh doanh ngn hng ang din ra trong mt mi trng ht sc gay gt, vi cng cnh tranh cao v cha ng khng t ri ro. Ngy nay, xu hng cnh tranh ca cc ngn hng th hin di ba hnh thc: Cnh tranh v cc hot ng Marketing Cnh tranh v t ng Cnh tranh theo quy m (dng sp nhp, hp nht, lin kt vi nhau nhm tng sc cnh tranh ) *.Lin quan n marketing ngn hng Vic s dng Marketing vo lnh vc ngn hng phi da trn nhng nguyn tc, ni dung v phng chm ca Marketing hin i; - Qu trnh Marketing ngn hng th hin s thng nht cao gia nhn thc v hnh ng ca nh ngn hng v th trng, nhu cu khch hng v nng lc ca ngn hng. Do vy, ngn hng cn phi nh hng hot ng ca cc b phn v ton th i ng nhn vin ngn hng vo vic to dng, duy tr v pht trin mi quan h vi khch hng yu t quyt nh s sng cn ca ngn hng trn th trng; - Nhim v then cht ca Marketing ngn hng l xc nh c nhu cu, mong mun ca khch hng l cch thc p ng mt cch hiu qu hn cc i th cnh tranh. -Marketing ngn hng khng coi li nhun l mc tiu hng u v duy nht, m cho rng li nhun l mc tiu cui cng v l thc o trnh Marketing ca mi ngn hng * Marketing tham gia vo vic gii quyt nhng vn kinh t c bn ca hot ng kinh doanh ngn hng.

Cc NH 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. -th nht: phi xc nh c loi sn phm dch v m ngn hng cn cung ng ra th trng. B phn Marketing s gip ch ngn hng gii quyt tt vn ny thng qua cc hot ng nh t chc thu thp thng tin th trng, nghin cu hnh vi tiu dng, cch thc s dng dch v v la chn ngn hng ca khch hng nghin cu xc nh nhu cu sn phm dch v ngn hng ca khch hng cc nhn v khch hng doanh nghip cng xu th thay i ca chng, nghin cu chng loi sn phm dch v m cc nh ch ti chnh khc ang cung ng trn th trng -Th hai, t chc tt qu trnh cung ng sn phm dch v v hon thin mi quan h trao i gia khch hng v ngn hng trn th trng. Qu trnh cung ng sn phm dch v ngn hng vi s tham gia ng thi ca 3 yu t: C s vt cht k thut cng ngh i ng nhn vin trc tip v khch hng. Mi yu t trn u tc ng trc tip n cht lng qu trnh cung ng sn phm dch v v mi quan h ca ngn hng vi khch hng. -Th ba, gii quyt hi ha cc mi quan h li ch gia khch hng, nhn vin v ch ngn hng. B phn Marketing gip ch ngn hng gii quyt tt cc mi quan h trn thng qua cc hot ng nh: tham gia xy dng v iu hnh cc chnh sch li, ph kch thch hp dn ph hp vi tng loi khch hng, khuyn khch nhn vin sng kin, ci tin cc hot ng th tc nghip v nhm cung cp cho khch hng nhiu tin ch hn trong s dng sn phm dch v ngn hng; tham gia vo vic xy dng cc c ch chnh sch c lin quan trc tip n li ch ca khch hng, nhn vin ngn hng nh: chnh sch tin lng, thng, tr cp phc li, c ch phn phi ti chnh, chnh sch u i khch hng v hon thin cc mi quan h giao tip khc. Cc mi quan h trn nu c gii quyt tt khng ch l ng lc thc y mnh m hot ng v kt qu hot ng ca c ngn hng ln khch hng m cn tr thnh cng c duy tr v pht trin mi quan h gia ngn hng v khch hng * Marketing tr thnh cu ni gn kt hot ng ca ngn hng vi th trng Th trng va l i tng phc v va l mi trng hot ng ca ngn hng. Hot ng ca ngn hng v th trng c mi quan h tc ng hu c v nh hng trc tip ln nhau. Do vy, hiu c nhu cu th trng gn cht hot ng ca ngn hng c hiu qu cao. iu ny s c thc hin tt thng qua cu ni Marketing bi Marketing gip ch ngn hng nhn bit c cc yu t ca th trng, nhu cu ca khch hng, v sn phm dch v v s bin ng ca chng. Mt khc, Marketing l mt

cng c dn dt hng chy ca tin vn, khai thc kh nng huy ng vn, phn chia vn theo nhu cu ca th trng mt cch hp l. Nh Marketing m ch ngn hng c th phi kt hp v nh hng c hot ng ca tt cr cc b phn v ton th nhn vin ngn hng vo vic p ng ngy cng tt hn nhu cu ca khch hng. * Marketing gp phn to v th cnh tranh ca ngn hng Mt trong nhng nhim v quan trng ca Marketing ngn hng l to v th cnh tranh trn th trng to c v th cnh tranh, b phn Marketing ngn hng thng tp trung gii quyt 3 vn ln: Mt l, phi to c tnh c o ca sn phm dch v. Tnh c o phi mang li li th ca s khc bit. Li th ca s khc bit phi c to ra trn ton b qu trnh cung ng sn phm dch v, hoc trn vn mt k thut Marketing, m c th ch mt vi yu t. Hai l, phi lm r c tm quan trng ca s khc bit i vi khch hng, tc l c gi tr thc t i vi h v c h coi trng thc s. Ba l, kh nng duy tr li th v s khc bit ca ngn hng ng thi c h thng bin php chng li s sao chp ca i th cnh tranh. Thng qua vic ch r v duy tr li th ca s khc bit, Marketing gip ngn hng pht trin v ngy cng nng cao v th cnh tranh trn th trng

Cu 3: Nu by yu t trong Marketing Mix ca ngn hng. Theo bn, cc yu t con ngi, quy trnh, bng chng vt cht c xem xt nh th no? 1.Product ( Sn phm) Pht trin di sn phm Ci tin cht lng, c im, ng dng Hp nht di sn phm

Quy chun ho mu m nh v Nhn hiu 2. Price (Gi c ) Thay i gi, iu kin, thi hn thanh ton p dng chnh sch ht bt (skimming) p dng chnh sch thm nhp (penetration) 3. Promotion (Khuych trng) Thay i ni dung qung co hoc khuyn mi Thay i nh v cho thng hiu (ti nh v) Thay i phng thc truyn thng Thay i cch tip cn 4. Place (Phn phi) Thay i phng thc giao hng hoc phn phi Thay i dch v Thay i knh phn phi 5. Physical evidence (Bng chng vt cht) Cc c s h tng nh tr s, vn phng giao dch, trung tm dch v khch hng, trung tm bo hnh, im phc v. Ngoi ra cn c mt s la chn chin lc marketing khc nh: Ci tin hiu qu iu hnh hot ng Ci tin hiu qu hot ng marketing

Ci tin cc th tc hnh chnh Hp l ho h thng sn phm Rt lui khi th trng chn Chuyn su v mt sn phm hay th trng Thay i nh cung cp Mua li phng tin sn xut kinh doanh Mua li th trng mi

6. Process (Quy trnh) p dng cc tiu chun quc t nh ISO ... nhm chun ho qui trnh v tng hiu qu. Ci tin, rt ngn qui trnh nhm to ra tin li hn cho khch hng nh qui trnh t hng, qui trnh thu tin, qui trnh nhn hng, qui trnh bo hnh ... u t thit b, cng ngh mi, thi hi thit b, cng ngh c lc hu. 7. People (con ngi) B sung nhn lc c kin thc, kinh nghim cn thit m cng vic i hi. Hun luyn b sung nng cao chuyn mn v kin thc sn phm khi c sn phm mi Chun ho dch v khch hng nh gi nng lc v hiu qu cng vic thng qua nhn xt ca khch hng v mc hi lng

* Theo bn, cc yu t con ngi, quy trnh, bng chng vt cht c xem xt nh th no?

Mt trong nhng c im ca dch v l tnh v hnh (invisibility), do vy khch hng s kh hnh dung v nh gi c dch v ca mt n v cung cp dch v ca doanh nghip c cht lng cao hay thp. Thay vo , h s nh gi cht lng dch v thng qua cm nhn ca h khi tip xc vi nhng con ngi ca n v (th d nh vi nhn vin ngoi quy, nhn vin cung cp dch v tn dng / t vn hoc lnh o ca Tin Phong Bank) v thng qua cm nhn v c s vt cht ca n v m h tip xc (th d nh trang phc nhn vin, mc honh trng, sch s, ngn np ca tr s, phng giao dch, cc trang thit b hin i khi s dng dch v, v.v. ca Tin Phong Bank). Khch hng c l s khng bao gi quay tr li mt cng ty m nhn vin phc v khi tip chuyn vi h trong tnh trng say xn hoc bc bi cu bn; hoc h nhn chung s thch n mua in thoi di ng nhng showroom ln, rng ri, trang tr ni tht p, mt hng phong ph hn l n mt shop nh, lo to vi mn hng, t quy c k, ln xn Dch v cn c c tnh "khng th tch ri" (inseparability), tc l vic cung cp dch v thng din ra ng thi vi vic tiu dng dch v. Nh vy, vai tr ca yu t Con ngi (People) l rt quan trng trong cung cp dch v. Trong trng hp FPTS, cn b t vn ni trn chnh l hnh nh ca FPTS, l s gi, l hin thn ca cht lng dch v ca FPTS. Khch hng c n tng tt hay xu vi dch v t vn ca FPTS ph thuc rt nhiu vo cm nhn ca h khi tip xc vi cn b ny. iu ny c ngha rng nhng cng ty nh FPTS cn phi ht sc ch trng n cng tc tuyn la v o to cn b, c bit l nhng cn b thng xuyn tip xc vi khch hng. Yu t Con ngi (People) quan trng l vy, nhng nu doanh nghip qu ch trng n yu t Con ngi m b qun nhng yu t khc th cng rt nguy him, v yu t Con ngi l mt trong nhng yu t thiu n nh nht, dn n s thiu n nh v cht lng dch v. Mt cn b Teller ca DN nu b nh hng bi cc yu t bn ngoi s c nhng tm trng bun, vui, cu gt v nh hng n thi khi lm vic vi khch hng. Trong nhng trng hp trn, gim thiu mc qu l thuc vo yu t Con ngi, cc doanh nghip cn phi ch trng n yu t Quy trnh (Process) - xy dng cc quy trnh nghip v chun, km theo nhng b ti liu hng dn chi tit, c th sao cho bt k nhn vin no, bt k trng thi no cng c th cung cp dch v cho khch hng vi tiu chun dch v mc ti thiu theo quy nh ca cng ty. Hy vng cc n v cung cp dch v ca doanh nghip s c c nhng con ngi chuyn nghip, tinh thng nghip v, thi phc v ng mc; c s vt cht khang trang, hin i, lch s; v nhng quy trnh cung cp dch v chun lm cho khch hng hi lng hn khi n vi doanh nghip mnh.

Cu 4: Thng qua c im marketing ngn hng, hy bnh lun nhng hn ch/thch thc khi ng dng marketing vo hot ng ngn hng. Lin h thc tin i vi h thng NHTMVN. Marketing NH c 3 c im khc bit so vi Mar trong lnh vc khc: Mar NH l loi hnh Mar dch v ti chnh Dch v l 1 h hay li ch cung ng nhm trao i, ch yu l v hnh v ko dn n chuyn quyn s hu. v vy m nghin cu cc c im ca dch v s l cn c t chc tt qu trnh Mar NH. c im ca dch v ngn hang nh hng kh ln n cch thc s dng k thut Marketing. SP dch v NH c nhng im khc bit so vi ngnh dch v khc l tnh v hnh, tnh khng phn chia, khng n nh, ko lu tr v kh xc nh cht lng nn nh hng n cch t chc hot ng Marketing NH. Hn ch: Tnh v hnh ca sn phm dch v ngn hang dn n vic khch hang ko nhn thy, khng th nm gi c, c bit l kh khn trong nh gi cht lng sn phm dch v trc kho mua, trong qu trnh mua v sau khi mua. gim bt tnh khng n nh buc khch hang phi tm kim cc du hiu chng t cht lng sn phm dch v: a im giao dch, mc trang bioj k thut, cng ngh, trnh qun l v nhn vin, c bit l cc mi wuan h c nhn v uy tn. V vy buc ngn hang phi tm mi cch cng c nim tin ca khch hng: nng cao cng ngh, k thut, tng tnh hu hnh ca sn phm dch v thng qua qung co, a ra hnh nh khch hng ch n nhng li ch m sn phm dch v mang li. Tnh khng tch ri ca sn phm dch v c th hienj trong qu trnh cung ng sn phm: thc t cho thy qu trnh cung ng thng l nhng quy trnh hoc kinh nghim. v n thng din ra ng thi vi qu trnh tiu th. Chnh v vy , n lm cho sn phm dch v khng c kh nng lu tr buc ngn hng phi c h thng v phng php phc v nhanh vi nhiu quy, a im giao dch. Hot ng cung ng lien quan cht ch dn hot ng Mar, l trch nhim lien i v dng 2 chiu gia khch hng v ngn hng. Trch nhim lien i buc ngn hng

v KH u phi c trch nhim vi nhau trong cc giao dch. Dng thng tin 2 chiu i hi KH v Ngn hng u phi cung cp cho nhau nhng thng tin chnh xc, y . Mar NH l loi hnh Mar hng ni Hn ch: So vi Mar trong lnh vc khc, Mar NH phc tp hn nhiu bi tnh a dng, nhy cm,ca hot ng ngn hng, c bit l qu trnh cung ng sn phm c s tham gia ng thi ca c c s vt cht, khch hng v nhn vin ngn hng. Trong nhn vin ngn hng l yu t quan trng trong qu trnh cung ng chuyn giao cng ngh sn phm Mar hng ni ch r cc nh kinh doanh ngn hng phi tp trung vo vic o to s dng c hiu qu nht ngun nhn lc hin c ca ngn hng thng qua chin lc pht trin ngun nhn lc : o to ngun nhn lc, nng cao trnh ton din ca nhn vin ngn hng, a ra cc cnh sch v tin lng, tin thng, ch i ng Mar NH thuc loi hnh Mar quan h Hn ch: Buc b phn Mar phi xy dng c nhng mi quan h bn lu, tin tng ln nhau v cng c li cho c khch hng v ngn hng bng vic gi ng nhng cam kt, cung cp cho nhau nhng sn phm c cht lng cao vi gi c hp l, tng cng cc mi quan h kinh t, k thut, nng cao s tin tng gip nhau cng pht trin. Thc t, trong mi quan h ngn hng c kh nhiu cc mi quan h phc tp do vy i hi b phn Mar phi hiu c cc mi quan h nht l mi qh gia KH v NH. t ra cho b phn Mar phi tp trung vo mi ngun lc v hon thin mi quan h trao i gia KH v NH : duy tr mi quan h KH hin ti, ng thi thu ht KH tng lai Nhn mnh cht lng sn phm dch v ph thuc vo nhiu yu t, nhng nhiu nht vo mi quan h gia cc c nhn tham gia. V vy m b phn mar phi phn loi cc mi quan h theo mc quan trng khc nhau. u im:

Gim bt thi gian cho thc hin cc nghip v kinh doanh ngn hng, nht l chuyn trng thi ca cc giao dch t ch thng lng sang cam kt gia 2 bn. m bo cho hot ng ngn hng c xy dng trn mi quan h kinh doanh tt da trn s hiu bit, tin tng, s ph thuc ln nhau v h tr nhau cng pht trin.

Lin h thc tin i vi h thng NHTMVN: Marketing trong ngnh ngn hng tp trung ch yu vo cc hot ng: I> Nghin cu th trng: - Nghin cu mi trng kinh doanh - Nghin cu nhu cu v mong i ca th trng - Nghin cu kh nng cung ng ca cc ngn hng v s cnh tranh gia h. - "Chn on" ngn hng mnh tp trung nghin cu. II> Xy dng chin lc Marketing, tp trung vo 4 cng c m hu ht cc ngn hng hin nay tp trung: - Chnh sch v gi - Chnh sch v sn phm - Chnh sch v phn phi - CHnh sch v giao tip khuych trng Trong xu th hi nhp ngy nay, s cnh tranh gia cc ngn hng ngy cng tr ln gay gt(ni b cc ngn hng trong nc v h thng ngn hng trong nc vi tp on ti chnh nc ngoi). Nhng kh khn l r v cc ngn hng trong nc khng c con ng no khc phi t nng cao nng lc bn thn cu ly mnh. Hn ch u tin ca cc ngn hng ni l "nng lc ti chnh", nu so snh vi cc tp on ti chnh nc ngoi th qu khp khing. Do , nng cao ngun vn l con ng sng cn ca cc ngn hng trong nc. Hnh thc huy ng vn ph bin nht hin nay l thng qua th trng chng khon. V Vietcombank chnh l ngi tin phong trong lnh vc ny! Ngay sau , hng lot cc ngn hng cng thi nhau c phn ha ln sn....v thng 10 ti Vietinbank cng sn sng vo cuc. Vic dnh mt t l c phn nht nh cho cc nh u t nc ngoi cng ang l mt hng i mi cho nhiu ngn hng ni.

Chiu bi th hai m cc ngn hng ni p dng l lin tip a ra nhiu dch v ti chnh hp dn nh "Gi tin trng oto" hay "Tin gi b lm pht"...c bit vi xu th ton cu ha, vic hn ch lu thng bng tin mt l mt tt yu th cc ngn hng ni cng bc u bt tay nhau trin khai h thng th ton cu nh banknet..... Ngoi ra, vi s li lng v li sut ca Ngn hng nh nc, cc NHTM cng lp tc iu chnh mc li sut huy ng tng nhanh chng tch tr lng VND cn thit;bn cnh l s gia tng cc dch v cc rng buc nhm "sit cht hn" ngha v tr n ca ngi vay. Mt khc, tng nng lc iu hnh v hot ng, cc ngn hng ang ngy cng kht khe hn trong vic tuyn chn, o to nhn vin ca mnh, thu t vn gim st gim c nc ngoi v iu hnh.... ==> Vn mt chiu bi khng h thay i "Cng ng khc li", ly li th sn nh khng ch i phng. Cc ngn hng ni ch trng khng i u trc tip vi cc tp on ti chnh hng mnh nc ngoi m tp trung khai thc vo nhng mng th trng nh l c th mnh v ph hp vi xu th tiu dng ca ngi Vit Nam. Sacombank l ngn hng p dng rt thnh cng phng sch ny, h a ra cc dch v hng ti nhng ngi bn l cc khu ch...v kt qu tht bt ng! Li nhun thu c t trn 40%... Khng c g quan trng hn l phi "bit ngi bit ta" th "trm trn mi...t tht bi c". Li th sn nh, ch ng i ph l cch m cc ngn hng VN ang p dng tn ti v pht trin trong mi trng kinh t nhiu bin ng nh ngy nay! Kt qu s dng cng c Marketing ca cc NHTM Vit Nam C th thy rng trong thi gian qua, cc NHTM rt tch cc trong vic tin hnh cc hot ng Marketing. Cc chng trnh khuyn mi lm th, qung co thng hiu, huy ng vn vi li sut cao, cc chng trnh qung co trn phng tin thng tin i chng,... lin tc c p dng rng ri to tin cc NHTM t c nhng kt qu nht nh v nng cao hot ng Marketing ngn hng tin dn n thng l khu vc v quc t. Trc tin, ni v qung co, ta c th thy rng: trong nn kinh t th trng, qung co l sc mnh ch thc. Bt c mt sn phm no d cht lng c tt n u cng khng chim lnh c th trng nu khng c qung co. Hin nay, cc NHTM tin hnh qung co di rt nhiu hnh thc nh: bo, tp ch, truyn hnh, truyn thanh, bng rn, p phch, gi th trc tip, Internet... Do mi hnh thc u vn ti cc i

tng khch hng khc nhau nn cc NHTM thng p dng ng thi nhiu phng thc qung co thu ht khch hng. Thi im qung co cng c cc NHTM ch trng vo nhng ngy l, Tt, ngy k nim thnh lp ngn hng hay ngy khai trng Chi nhnh mi,... S tp trung qung co vo nhng khong thi gian ny ca cc NHTM thu ht c s ch c bit ca khch hng. Ni dung qung co cng bc u thu ht c khch hng vi nhng hnh nh sn phm, dch v mi ca ngn hng nh th rt tin t ng, dch v chuyn tin nhanh, truy vn s d ti khon, tr tin in, nc, tr lng... Chng hn ngay trn chng t rt tin ca BIDV cng c in qung co v cc dch v ca ngn hng. Nh vy, cc nh qun tr ca BIDV khai thc c li th ca chng t rt tin, l n c tnh lp i lp li, chi ph thp m cng gy c n tng, kh hiu qu trong chin dch qung co. Bn cnh , trong thi gian qua chng ta chng kin s trng thnh ca nhiu thng hiu gn lin vi s ln mnh ca nhiu ngn hng. Trc tin phi k n l Ngn hng Ngoi thng Vit Nam, Vietcombank. Tri qua hn 20 nm xy dng v trng thnh, Vietcombank c tp ch The Banker thuc tp on Financial Times v tp ch Euro Money bnh chn l ngn hng tt nht Vit Nam. Dng ch Vietcombank mu xanh dng tr nn quen thuc khng ch vi ngi dn Vit Nam m cn vi bn b quc t. Bn cnh Vietcombank, chng ta cng thy xut hin rt nhiu thng hiu gn vi cc logo quen thuc nh: BIDV, Incombank, Techcombank, Habubank, Agribank, SHB... Nhng logo ny c th ni l kh n tng, l nt ring ca tng ngn hng, c tnh ha v ngh thut, gy c n tng tt cho ng o khch hng. Ngoi ra, nm bt tm l ngi tiu dng, bao gi cng rt quan tm ti nhng t khuyn mi, cc NHTM da ra nhiu hnh thc khuyn mi khc nhau em li li ch thit thc v hp dn khch hng nh: chin dch khuyn mi m th ATM ti cc im giao dch, p dng li sut bc thang, tng qu cho khch hng trong nhng dp khai trng tr s nmowis hay gii thiu sn phm, dch v mi... Cng vi , thu ht thm khch hng, NHTM cng c cn b v cc doanh nghip, cc trng i hc gii thiu sn phm, dch v ca mnh, lin kt vi cc trng i hc, cc c quan, n v t my ATM ti cc ni ny ng thi min ph cho sinh vin v cn b khi lp th... Hn ch Ta c th thy rng Vit Nam cha c nhiu trng lp o to chnh quy chuyn ngnh Marketing. Nhn chung, ngun nhn lc v Marketing cn non tr v khan him. Bn cnh , cc ngn hng vn cha thc s quan tm ng mc ti cng tc o

to i ng cn b nghip v chuyn su v Marketing. Chnh iu ny lm cho ni dung Marketing ca mt s Chi nhnh NHTM ngho nn, km tnh hp dn, khng c tnh chuyn nghip, cha thc s mang tnh hin i v hi nhp. Cng cn phi ni ti nhng chi ph m mt NHTM c php chi cho hot ng Marketing. Chi ph ca cc NHTM cho hot ng Marketing phi nm trong gii hn chi ph tip th do B Ti chnh quy nh. Thc t t l ny l qu thp so vi thng l quc t. Trong khi hot ng chi qung co ca mt s NHTM vn cn mang tnh cht l quan h vi c quan bo ch ch cha hon ton v mc tiu kinh doanh t hiu qu. Mt thc trng tn ti l s chng cho, trng lp trong hot ng Marketing gia Hi s chnh vi cc chi nhnh, v cc NHTM vi nhau. Chnh s chng cho ny i khi khng nhng lm gim ng k hiu qu ca cc hot ng Marketing ngn hng m cn c s phn tc dng khng mong mun. Gii php nng cao hiu qu hot ng Marketing Trn c s hc hi nhng kinh nghim t cc ngn hng hin i trn th gii, cc NHTM Vit Nam tin hnh hon thin, iu chnh ph hp vi hot ng Marketing ca ngn hng mnh, vi tnh hnh thc t ca nn kinh t t nc v h thng ngn hng Vit Nam. Cc NHTM phi xc nh con ngi l nhn t quan trng nht trong vic thc hin mc tiu pht trin cc sn phm ngn hng ni chung v pht trin cc hot ng Marketing ni ring. Do cc NHTM cn m rng v nng cao cng tc o to chuyn vin v Marketing ngn hng. Cc ngn hng c th lin kt vi cc trng i hc khi kinh t a ni dung Marketing ngn hng vo ging dy su hn. Cng vi , cc ngn hng c th t chc cc bui hi tho, trao i kinh nghim trong ni b ngn hng, mi cc chuyn gia Marketing gii v ging dy, c cc b c kinh nghim v Marketing theo hc nhng kha o to chuyn ngnh Marketing ngn hng nc ngoi. Ngoi ra cc NHTM cn xc nh r vai tr ca hot ng Marketing i vi hiu qu hot ng kinh doanh ca ngn hng, t ch ng trong vic chi cho hot ng Marketing, trnh tnh trng trng lp hay chng cho gia cc chi nhnh NHTM. Cu 5: Khi qut cc bc trong quy trnh phn on th trng, xc nh th trng mc tiu v nh v sn phm? phn on th trng mt cch hiu qu cn tha mn nhng tiu ch nh gi no?

* Phn khc th trng c hiu l chia th trng thnh nhng on khc nhau m trong ng vi mi on s c mt mt hng nht nh cho mt nhm ngi nht nh. Ngi ta gi cc on phn chia l phn khc th trng, tc l mt nhm ngi tiu dng c phn ng nh nhau i vi cng mt tp hp nhng kch thch ca marketing. V phn khc th trng chnh l qu trnh phn chia ngi tiu dng thnh nhm trn c s nhng im khc bit nh nhu cu, v tnh cch hay hnh vi. Cc bc xc nh phn khc tt: Bc 1: nh ngha th trng Khch hng (KH) ca Ngn hng (NH) l cc c nhn v cc t chc c nhu cu v ti chnh v sn sng trao i vi NH tha mn nhu cu Cc nhu cu m KH cn: Thu nhp Qun l ri ro Thng tin tn dng Cc KH khc nhau c nhu cu v cc dch v ca NH cng khc nhau => Nhim v ca Mar NH l phi nghin cu phn tch tm hiu nhu cu mong mun ca tng loi KH bit h cn g trong dch v ca NH Bc 2: Phn on th trng theo cc tiu thc Theo nhm KH: Khch hng l c nhn: L tp hp cc KH giao dch l c nhn v h gia nh. Cc KH c nhn c s khc bit v tui tc, gii tnh, thu nhp Khch hng l cc DN: L tp hp cc KH l cc cng ty hay DN (Th trng bn bun) Phn on th trng l cc DN, NH c th da vo cc tiu thc ch yu nh quy m, loi hnh, cht lng kinh doanh ca cc DN

=> KH l DN tuy t v s lng hn KH l c nhn nhng quy m li ln hn,nhu cu phc tp hn Phn on th trng theo sn phm dch v

Vai tr ca marketing i vi ngn hng

Posted 17.04.2011 by hoanlm1989 in Kin thc Marketing. Th:Marketing ngn hng. li phn hi

Chienluocmarketing Marketing ngn hng l mt tin trnh m trong ngn hng hng mi n lc vo vic tho mn nhu cu v mong mun ca khch hng mt cch ch ng, t tha mn nhu cu v mong mun ca ngn hng. Th nn vai tr ca marketing i vi ngn hng :

Marketing tham gia vo vic gii quyt nhng vn kinh t c bn ca hot ng kinh doanh ngn hng.
Hot ng ca ngn hng gn lin vi s pht trin ca nn kinh t v tr thnh b phn quan trng trong c ch vn hnh kinh t ca mi quc gia. Ging nh cc doanh nghip, 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.
Th nht :

Phi xc nh c loi sn phm dch v m ngn hng cn cung ng ra th trng. B phn Marketing s gip ngn hng gii quyt tt vn ny thng qua cc hot ng nh thu thp thng tin th trng, nghin cu hnh vi tiu dng, s la chn ngn hng ca khch hng, Kt qu ca Marketing em li s gip ngn hng quyt nh phng thc, kh nng cnh tranh cng v th ca mi ngn hng trn th trng.
Th hai :

T chc tt qu trnh cung ng sn phm dch v. Qu trnh cung ng sn phm dch v ngn hng vi s tham gia ng thi ca ba yu t c s vt cht k thut cng ngh, i ng nhn vin trc tip v khch hng. B phn Marketing ngn hng s c nhiu bin php kt hp

cht ch gia cc yu t ny vi nhau, gp phn trong vic nng cao cht lng sn phm dch v, to uy tn hnh nh ca ngn hng.
Th ba:

Gii quyt hi ho cc mi quan h li ch gia khch hng, nhn vin v ban gim c ngn hng. B phn Marketing gip ban gim c ngn hng gii quyt tt cc mi quan h trn thng qua vic xy dng v iu hnh cc chnh sch li, ph, ph hp i vi tng loi khch hng, khuyn khch nhn vin pht minh sng kin, ci tin cc hot ng, th tc nghip v nhm cung cp cho khch hng nhiu tin ch trong s dng sn phm dch v ngn hng. Gii quyt tt cc vn trn khng ch l ng lc thc y mnh m hot ng ngn hng, m cn tr thnh cng c duy tr v pht trin mi quan h gia ngn hng v khch hng.

Marketing tr thnh cu ni gn kt hot ng ca ngn hng vi th trng

Th trng va l i tng phc v, va l mi trng hot ng ca ngn hng. Hot ng ca ngn hng v th trng c mi quan h v nh hng trc tip ln nhau. V th, hiu c nhu cu th trng gn cht ch hot ng ca ngn hng vi th trng s lm cho hot ng ca ngn hng c hiu qu cao. iu ny s c thc hin tt thng qua cu ni Marketing. Bi Marketing gip ban gim c ngn hng nhn bit c cc yu t ca th trng, nhu cu ca khch hng, v sn phm dch v v s bin ng ca chng. Nh c Marketing m ban gim c ngn hng c th phi hp, nh hng c hot ng ca tt c cc b phn v ton th nhn vin ngn hng vo vic p ng ngy cng tt hn nhu cu ca khch hng.

Marketing gp phn to v th cnh tranh ca ngn hng

Mt trong nhng nhim v quan trng ca Marketing ngn hng l to v th cnh tranh trn th trng. Qu trnh to lp v th cnh tranh ca ngn hng c lin quan cht ch n vic to ra nhng sn phm dch v th trng mc tiu. C th, Marketing ngn hng cn phi :
Th nht :

To c tnh c o ca sn phm dch v. Tnh c o phi mang li li th ca s khc bit trong thc t hoc trong nhn thc ca khch hng.
Th hai :

Lm r tm quan trng ca s khc bit i vi khch hng. Nu ch to ra s khc bit sn phm khng thi th vn cha to ra li th cnh tranh ca ngn hng. iu quan trng l s khc bit phi c tm quan trng i vi khch hng, c gi tr thc t i vi h v c h coi trng thc s.

Th ba :

To kh nng duy tr li th v s khc bit ca ngn hng. S khc bit phi c ngn hng tip tc duy tr, ng thi phi c h thng bin php chng li s sao chp ca i th cnh tranh. Thng qua vic ch r v duy tr li th ca s khc bit, Marketing gip ngn hng pht trin v ngy cng nng cao v th cnh tranh trn th trng