Cng vi s pht trin ca kinh t x hi v hp tc quc t ti Vit Nam, ti chnh ngn hng ngy cng tr thnh mt lnh vc c s cnh

tranh gay gt. i vi mt ngnh kinh t quan trng v nhy cm nh ngn hng, cnh tranh khng ch quyt lit m cn tinh vi v v cng a dng. Ni bt trong xu th cnh tranh ca cc ngn hng ti Vit Nam hin nay l khai thc th trng ti chnh c nhn (ngn hng bn l). Sc hp dn ca th trng Vit Nam khng ch thu ht cc ngn hng nc ngoi vn c nhiu kinh nghim trong lnh vc bn l m cn c cc t chc phi ngn hng khc (bo him, bu in, qu u t, cng ty ti chnh, chng khon,.). iu ny ang t ra cho cc ngn hng thng mi trong nc nhng yu cu ngy cng cao v nng lc cnh tranh v i hi phi c chin lc bn l thc s hiu qu khng ch khai thc m cn pht huy c li th trn sn nh. Hot ng bn l ca cc ngn hng thng mi l vic cc ngn hng thng mi cung cp cc sn phm dch v phc v i tng khch hng l c nhn v h gia nh. Cc dch v ny hin kh phong ph v ngy cng pht trin nhm tha mn ti a cc nhu cu a dng v ti chnh ca khch hng c nhn: nhm sn phm huy ng mang tnh tit kim, nhm sn phm vi chc nng thanh ton, nhm sn phm tn dng, nhm cc sn phm dch v t vn, y thc, Trong mi nhm sn phm, c th phn thnh nhiu cc sn phm c th hng n mt phn on khch hng nht nh, mc ch nht nh, giai on nht nh. Hot ng ngn hng bn l mang nhng c trng ring nh: i tng khch hng a dng, dch v a dng, knh phn phi di nhiu hnh thc; tun theo quy lut s ln (s lng giao dch ln, li nhun thu c t mi giao dch l nh nhng li nhun t c trn c s s lng ln giao dch l ng k, p ng nhu cu ca s ng khch hng,); i hi cao v tnh n nh ca cht lng, chun xc; ph thuc nhiu vo iu kin kinh t x hi; sn phm mang tnh thi im; i hi h tng k thut cng ngh hin i. Xu hng pht trin hot ng bn l ngy cng mnh m trong h thng cc ngn hng thng mi Vit Nam, xut pht t nhng vai tr v li ch ng k hot ng bn l mang li. Pht trin hot ng bn l gip ngn hng a dng ha cc dch v, m rng th phn, mng li t nng cao hnh nh, v th trn th trng. Hot ng bn l mang li ngun thu an ton, n nh gip ngn hng gia tng li nhun. Hot ng bn l ng thi l mt knh phn tn ri ro hu hiu. Vit Nam l mt th trng bn l tim nng, hp dn nn ngy cng nhiu ngn hng hot ng ti Vit Nam coi bn l l mt chin lc quan trng, ph hp vi xu th pht trin. Vic nghin cu nhng hc thuyt, m hnh v kinh t ph hp, kt hp vi iu kin thc tin ca mi ngn hng l c s khoa hc cho php ngn hng a ra c nhng chin lc nh hng v hot ng c th nhm nng cao nng lc cnh tranh trong lnh vc bn l. Trong phm vi bi vit ny, tc gi nghin cu mt m hnh c xem l c bn, ton din v cnh tranh: M hnh Nm lc lng cnh tranh ca Gio s Michael Porter (M.Porter) v p dng phn tch trong iu kin thc tin ca cc ngn hng thng mi Vit Nam. Qua , bi vit a ra nhng nhn xt, nh gi chung v nng lc cnh tranh, xut mt s tng c bn v chin lc bn l ca cc ngn hng thng mi Vit Nam. Michael Porter l Gio s ca trng Kinh doanh Harvard, M. L thuyt cnh tranh ca ng hin c p dng rng ri trong phn tch v xy dng chin lc cnh tranh, p dng mi cp v mi ngnh ngh, lnh vc. Trong , m hnh Nm lc lng cnh tranh l nn tng trong vic xy dng l thuyt ny.

Theo ng, nm lc lng c bn quyt nh mc cnh tranh, sc hp dn ca th trng bao gm: S gia nhp ca cc i th cnh tranh mi: Cc i th mi khi gia nhp th trng c gp phi cn tr no khng? S gia nhp ca cc i th mi l mt mi e do i vi cc doanh nghip hin ti. Mi e do ca cc hng ho thay th: l kh nng khch hng chuyn i sang s dng cc dch v c tnh nng tng t khc. Nu chi ph chuyn i thp v dch v thay th c gi r hn th y thc s l mi e do nghim trng. Quyn lc ca ngi mua: l vic khch hng c th gy sc p n doanh nghip. Nu khch hng c tc ng ln lm nh hng n doanh s v li nhun ca doanh nghip th h nm gi quyn lc ng k. Quyn lc ca nh cung cp: Ging nh ngi mua, nu nh cung cp c s tc ng ln, gy sc p lm nh hng n doanh thu v li nhun ca doanh nghip ngha l h nm gi trong tay quyn lc ng k. Mc cnh tranh gia cc i th hin ti: C hay khng s cnh tranh mnh m gia cc i th hin ti? C nhng i th vt tri hay tt c tng ng nhau? Phn tch c th nm lc lng cnh tranh trong hot ng bn l ti cc ngn hng thng mi Vit Nam: Th nht, s e do t cc i th mi gia nhp th trng. Trong 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 bn l ni ring, vic gia nhp mc d phi m bo nhng iu kin tng i nghim ngt ca Ngn hng Nh nc nh yu cu v vn, i ng qun l, h thng qun tr ri ro, nhng trong iu kin hi nhp quc t vi cam kt m ca th trng ti chnh th vic gia nhp l hon ton c th. Mt s yu t c th coi nh ro cn i vi vic gia nhp vo lnh vc ngn hng bn l. Cc ngn hng trong nc c th tn dng bo v mnh trc s gia nhp ca cc i th mi: - Lng trung thnh ca khch hng vi nhng thng hiu chnh: 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 ca Vietcombank a phn s khng mun chuyn sang dch v ca ngn hng khc. c th xem nh mt ro cn i vi cc ngn hng khc khi mun thm nhp vo th trng th thanh ton, ng thi, cng l mt li th cnh tranh cn pht huy v duy tr ca Vietcombank. Tuy nhin, trong lnh vc ngn hng bn l, rt t ngn hng thng mi trong nc khng nh c u th v thng hiu vng chc trn th trng, cha duy tr c lng trung thnh ca khch hng. - Chi ph c nh cao v yu cu v vn u t: Vic u t vo cng ngh, my mc thit b - nn tng c bn pht trin dch v bn l cng vi cc chi ph v h tng i km khin cho vic u t vo lnh vc bn l tn km chi ph ng k cho cc ngn hng. Tuy nhin, iu ny ch c ngha l ro cn vi cc i th l ngn hng trong nc mi gia nhp, cn i vi cc ngn hng nc ngoi c tim lc ti chnh mnh, iu ny khng thc s c ngha. - Kh nng tr a ca cc ngn hng hin ti: l cc gii php nhm chng li nguy c b gim th phn, gim li nhun do s gia nhp ca i th mi (khng tnh n cc

bin php tr a bt hp php) nh gim ph, thay i li sut, tng cng hot ng khuyn mi, chiu thc li ko khch hng, Cc ngn hng thng mi trong nc cha c nhiu phng thc a dng v thc s hp dn li ko khch hng, tim lc ti chnh cng l mt vn hn ch khin cho vic gim ph sn phm hay hot ng khuyn mi kh theo kp ngn hng nc ngoi. - S hn ch ca lut php v Chnh ph: Nh nhc n trn, lnh vc ti chnh ni chung l mt lnh vc nhy cm, chu s kim sot rt cht ch ca Nh nc. Tuy nhin, ro cn ny cng khng phi bt kh xm phm m c ni lng trong iu kin hi nhp kinh t quc t. Nh vy, cc ngn hng thng mi trong nc khng th trng ch vo s bo h ca Nh nc n trnh vic cnh tranh quc t. Th hai, sc mnh ca nh cung cp: Trong lnh vc ngn hng bn l, 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 doanh dch v bn l: - S lng cc nh cung cp cng ngh mang tnh c th: Vi s pht trin 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 nh cung cp cng ngh ch yu t nc ngoi nhng thng qua hp tc v thng mi quc t, ngn hng trong nc c th tip cn vi cc nh cung cp cng ngh trn ton th gii. Ngha l iu ny cng khng gy sc p c bit no i vi ngn hng trong nc. - Kh nng thay th cng ngh v mc quan trng ca mt loi cng ngh nht nh i vi ngn hng: Mc d cng ngh l v cng quan trng i vi dch v bn l ca ngn hng v mang tnh c th, nhng kh nng thay th l c th do s pht trin vt bc ca khoa hc k thut. - Chi ph chuyn i nh cung cp lin quan n cc chi ph ln khc: Mi cng ngh nht nh thng i km vi cc trang thit b, chu trnh, k nng, thao tc nht nh. Do vic chuyn i nh cung cp cng ngh s bt buc ngn hng phi b thm rt nhiu kinh ph thay th cc trang thit b km theo, chi ph cho chuyn gia, chi ph cho o to v cc chi ph chuyn 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 cp dch v bn l ca cc ngn hng Vit Nam hn ch. Ba nhn t trn gy sc p i vi cc ngn hng nc ngoi khng mnh nh i vi cc ngn hng trong nc do cc ngn hng nc ngoi tim lc ti chnh mnh v c nn tng cng ngh cng nh kh nng tip cn cng ngh hin i d dng hn. Mc khc bit ca cc cng ngh ngn hng bn l: mc khc bit cng ln, sc mnh ca nh cung cp cng ln do kh nng thay th cng ngh kh khn hn. - Mc tng quan gia chi ph cho cng ngh u vo v gi bn dch v u ra: Nu vic s dng mt cng ngh m chi ph cho n nh hng ln n gi bn dch v th sc p ca nh cung cp cng ngh vi ngn hng cng ln. Th ba, sc mnh ca khch hng. Trong lnh vc ngn hng bn l, mt s nguyn nhn c th a khch hng tr thnh ngi nm gi quyn lc ng k: - Chuyn sang s dng cc sn phm cnh tranh khc l n gin i vi khch hng: Khch hng hon ton c quyn la chn v thay th dch v ang s dng ti ngn hng ny sang ngn hng khc m khng gp hoc gp rt t kh khn, cn tr. Ngy hm nay, khch hng s dng th thanh ton ca Vietcombank, ngy hm sau, h hon ton c th chuyn sang s dng th ca HSBC nu h cm thy mc tho mn cao hn v khng

gp phi rc ri no t s chuyn i . S lin thng ca mng li ngn hng t ng cng to iu kin cho khch hng d dng hn trong vic chuyn i. - Mc cn thit, quan trng ca dch v bn l vi khch hng: Mc d thu nhp v trnh dn tr ca ngi dn ngy 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 ln dn c, doanh nghip khin cho dch v bn l cha tr thnh nhu cu thit yu. (v d nh thi quen s dng tin mt trong thanh ton). Trnh dn tr cha ng u vi mc hin i ca dch v ngn hng; hn ch trong tip xc vi cng ngh, my mc hin i; tm l ngi s dng cc sn phm mi khin cho ngn hng tip cn khch hng kh khn hn. V hnh trung, khch hng c mt sc p nht nh i vi dch v bn l ca ngn hng. - Khch hng nhy cm vi gi ca dch v: Ch cn s thay i nh hay s khc bit nh v gi c (hiu rng ra l li ch ti chnh ca khch hng) gia cc ngn hng cng c th khin khch hng thay i quyt nh s dng dch v. S d nh vy l do lnh vc bnl hng n phc v s ng khch hng, khng phi l cc sn phm xa x. c bit l cc sn phm bn l m gi c nh hng trc tip n li ch ti chnh ca khch hng nh tn dng c nhn, tin gi tit kim. Cc dch v no khch hng cng nhy cm vi gi cng thc y hnh thc cnh tranh bng gi hay li sut gia cc ngn hng. - Chi ph chuyn i khch hng lin quan n chi ph ca ngn hng: Vic tp trung sn phm bn l t phn on th trng ny sang phn on th trng khc thng lm pht sinh cc chi ph lin quan: chi ph nghin cu th trng, chi ph thit k li sn phm, chi ph cho chin lc marketing, qung co mi, Nu mi lin quan ny cng cht ch chng t sc mnh cng ln ca khch hng. Mc d vy, xt trong iu kin hin nay Vit Nam, ang c nhng nhn t thun 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 khch hng khng coi yu t gi l quyt nh, h coi trng hn vn cht lng dch v, cc tin ch ca dch v. iu ny to nn tnh hp dn cho th trng bn l v cng to nn xu hng cnh tranh bng cch ti a ho cc tin ch, tng cng s khc bit v to thm gi tr gia tng cho cc dch v bn l. y chnh l nhng rng buc duy tr lng trung thnh ca khch hng. V d, i vi dch v th, ph pht hnh khng quan trng bng cc tin ch m khch hng c hng khi s dng, c t vn cch chi tiu cng nh thi n cn, chu o ca nhn vin ngn hng. Hay i vi mi bin ng ti chnh ca khch hng, ngn hng u c nhng t vn kp thi v thit k sn phm ph hp vi ng nhu cu ca khch hng khi , s cng khin cho khch hng ph thuc hn, trung thnh hn vi ngn hng. - Khi lng khch hng ln v gi tr mi giao dch nh: c im ca sn phm bn l l phc v s ng khch hng, li nhun thu c trn c s s lng giao dch ln. V vy, th trng ang pht trin vi quy m dn s ln nh Vit Nam th kh nng gia tng khch hng l ng k. Gi tr trung bnh mi giao dch ca dch v bn l nh hn nhiu so vi dch v bn bun nn s bin ng ca mt s t khch hng khng lm bin ng qu nhiu n doanh thu, li nhun ca ngn hng. - S sn c ca thng tin khch hng: Cng ngh truyn thng, thng tin hin i v s sn sng cng khai thng tin ca khch hng c nhn khin cho vic tip cn khch hng

kh thun li. Ngoi ra, thng tin ca khch hng s dng dch v ny c th c s dng cho dch v khc trong cng ngn hng khin cho vic qun l thng tin khch hng tr nn thun tin. Th t, s sn c ca sn phm thay th 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 dch v bn l nh cng ty bo him, bu in, cc qu, cc cng ty ti chnh, iu ny lm gia tng s sn c ca cc sn phm thay th. sinh li, mt c nhn c th la chn gi tit kim hay dng tin u t cho chng khon, vng, bt ng sn Bn cnh , c th k n mt s nhn t khin cho sn phm thay th tr thnh mi e do i vi hot ng bn l ca ngn hng: Mc gi tng ng ca dch v thay th; chi ph chuyn i sn phm thp; 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 tin sn phm. Thc t, ti Vit Nam dch v thay th c tnh tng t nh dch v bn l ca ngn hng l c, nhng mc a dng v chuyn bit khng th ngang bng cc ngn hng thng mi. V th lc lng ny cha mnh nh hng n xu hng s dng sn phm thay th ca khch hng. Th nm, mc cnh tranh gia cc ngn hng hin ti: Lnh vc ngn hng bn l ti Vit Nam hin nay ang tn ti s ganh ua quyt lit di nhiu hnh thc. Mt s nhn t th hin mc cnh tranh gia cc ngn hng hin ti: - Ngy cng xut hin nhiu ngn hng tham gia vo th trng bn l, coi bn l l nh hng pht trin. - Sn phm, dch v ca cc ngn hng khng qu khc bit do tnh cht chun ho ca cc sn phm bn l. ng thi, hin nay cc ngn hng u cung cp gn nh y mt danh mc cc sn phm ti chnh c nhn nhm p ng nhu cu a dng ca khch hng. - Tng ng vi s a dng ca cc loi dch v, hnh thc cnh tranh trong lnh vc ngn hng bn l cng rt a dng. Bn cnh vic cnh tranh bng gi, cc ngn hng tm nhiu phng thc cnh tranh vi i th nh to s khc bit cho sn phm, pht trin cc dch v gia tng km theo, i mi, ci tin cng ngh, y mnh qung co, 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 tranh ca 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 lnh vc ny. Ngoi nm lc lng trn, theo cc nh kinh t, lc lng th su tc ng n mc cnh tranh ca mt ngnh l Chnh ph. Vic Chnh ph quy nh cc c quan nh nc phi tr lng cho nhn vin qua ti khon lm pht trin dch v ti khon c nhn, tr lng t ng,hay cc quy nh vi vic thnh lp mi ngn hng, pht trin mng li chi nhnh giao dch lm thay i s lng v quy m cc i th cnh tranh, Phn tch theo m hnh Nm lc lng cnh tranh ca M.Porter cung cp mt ci nhn ton din v mi trng cnh tranh trong lnh vc ngn hng bn l. i vi tng ngn hng, phn tch m hnh ny cho php ngn hng so snh tc ng ca nm lc lng cnh tranh i vi ngn hng mnh v i vi cc ngn hng i th khc. T , nh gi c v th cnh tranh ca mnh, lng trc c phn ng ca i th trc s tc ng ca lc lng cnh tranh.

nh gi ng mi trng cnh tranh, tim lc ca mnh, d bo s thay i ca nm lc lng, mi ngn hng s xy dng chin lc ph hp nng cao nng lc cnh tranh trong hot ng bn l. M.Porter a ra ba chin lc chung gip cc doanh nghip c c li th v chng li s tc ng ca nm lc lng cnh tranh: - Chin lc qun l chi ph (cost leadership) - Chin lc khc bit ho sn phm (differentiation) - Chin lc khch hng trng tm (Focus) Chin lc qun l chi ph c hiu l chin lc dnh li th cnh tranh trn c s c chi ph sn xut kinh doanh thp hn, h gi thnh sn phm t c li nhun cao hn mc trung bnh ca ngnh. i khi, chin lc ny cng c xem nh chin lc cnh tranh bng gi, bn hng vi mc gi thp hn i th cnh tranh trn c s tit gim chi ph, to ra t s khc bit, khng qu ch trng n cht lng sn phm. Trong lnh vc ngn hng bn l, chin lc qun l chi ph nn c vn dng nh th no cho ph hp, liu c phi duy tr gi thnh thp l mt cch c c li th cnh tranh? Thc t cho thy, cnh tranh bng gi bao gi cng l mt hnh thc cnh tranh ngn hn, km tinh vi nht. c bit, trong lnh vc ngn hng bn l, khch hng ngy cng khng quan tm n gi c bng cc yu t khc nh cc tin ch ca sn phm, an ton, hiu qu, cht lng phc v, Trong khi pht trin hot ng bn l, i hi cc ngn hng phi c s u t rt ln v cng ngh, trang thit b h tng, i ng nhn s, th vic ct gim chi ph khng th hiu l vic ct gim nhng nhng chi ph u t cn thit . ng thi, vic ct gim chi ph cng khng bao hm cc bin php c tnh tiu cc nh ct gim lng nhn vin, ct gim chi ph phc li, khen thng, ct gim chi ph o to, qung co, Trong lnh vc ngn hng ti chnh, cc yu t u vo ch yu l cc yu t cao cp, khng c sn, phi do tch ly v u t mi c c nh cng ngh, i ng nhn 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 vc ngn hng bn l theo hng: - La chn u t cng ngh ph hp vi h tng hin ti. La chn nhng cng ngh khai thc tt nht nhng thnh tu ca khoa hc cng ngh, gim ti thiu nhng chi ph v nhn lc, chi ph vt cht khc (chi ph cho a im, chi ph bn hng, chi ph giao dch, kim m, chi ph cho knh phn phi,). Mt xu hng trong lnh vc bn l hin nay l kt hp vi thng mi in t, cng ngh truyn thng, tin hc cho php khch hng giao dch t ng qua nhiu knh khc nhau (ATM, POS, internet, in thoi, fax, ). y chnh l cc knh bn hng, phn phi a dng, hin i, thun tin cho khch hng, va tit kim ti a chi ph giao dch so vi knh bn hng truyn thng. - Pht trin mng li hiu qu (mng li bn l gm cc phng giao dch, cc im giao dch t ng, cc i l, cc knh tng tc gia ngn hng v khch hng nh internet, in thoi). Vic pht trin mng li (c bit l cc im giao dch truyn thng nh phng giao dch) u gn vi cc chi ph rt ln: chi ph c nh u t ti sn, trang thit b, chi ph thu mua a im, chi ph nhn lc, chi ph hot ng hng thng. Do , trong k hoch pht trin mng li cn ch ln k hoch phn b im giao dch vi mt hp l, ph hp vi iu kin c th ca a bn. Khng phi mt mng li phn chia thnh qu nhiu cp hay tri u tt c cc a bn u hiu qu v khai thc c lng khch hng tt nht. Mt mng li hiu qu l mng li khai thc c th mnh ca

a im, tp trung ng khch hng c nhu cu v cc sn phm bn l, d nhn bit, thun li cho giao dch. - S dng hp l cc chi ph cho marketing, qung co sn phm: la chn knh qung co ph hp vi c im ca sn phm v i tng khch hng. Ln k hoch ngn sch cho cc hot ng qung co, xc tin sn phm, khng qung co mt cch t, thiu trng tm v khng c k hoch. - T chc, qun l mt cch khoa hc: b tr cc phng ban chc nng theo hng chuyn mn ho, va pht huy hiu qu tng tc, h tr, phi hp gia cc phng ban tn dng c hi bn cho sn phm, qun l thng tin khch hng mt cch hiu qu, tit kim thi gian, nhn lc, chi ph. B tr nhn lc ph hp vi chuyn mn v trnh khai thc c tim nng cht xm. Qun l, kim sot cht ch vic s dng ngn sch; tit kim cc chi ph hot ng chung khc. Chin lc khc bit ho sn phm. y l chin lc to li th cnh tranh tinh vi nht, a dng nht v em li hiu qu cao. Chin lc ny nhm phn ng li s ganh ua ca cc i th cnh tranh v lun c nh gi cao. Khc vi cc sn phm vt cht, dch v ti chnh c nhn khng th nh hnh c bng cc yu t vt cht nh hnh khi, mu sc, vt liu, m gi tr ca chng hnh thnh t nhng tin ch, hiu qu ti chnh cho khch hng, v cc gi tr tru tng khc nh lng tin, s hi lng, tho mn ca khch hng, cc dch v tng thm. Chnh c tnh tru tng ca sn phm ngn hng bn l cng lm cho kh nng to khc bit thm a dng. S khc bit to ra nim tin cho khch hng, to ra nhiu tin ch gip 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 ngn hng 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 c nhng sn phm p ng kp thi nht, ph hp nht, to s c bit ti tng i tng 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 c cung cp ton din, trn gi, coi trng s t vn v h tr khch hng, chng t s am hiu tp qun, thi quen ca khch hng. - To s khc bit cho sn phm bng thi , cung cch giao dch, vn ho doanh nghip v c cc yu t trc quan khc nh thit k, b tr quy bn giao dch, bin hiu, - To s khc bit bng phng thc phn phi, bn sn phm. - Ln k hoch ngn sch cho vic ci tin i mi sn phm. Chin lc khc bit ho sn phm cng l chin lc tt nht cng c, to dng thng hiu, ci thin v th cnh tranh ca ngn hng. Chin lc khch hng trng tm: Vi chin lc ny, mi ngn hng hng vo mt th trng mc tiu. Hoc vi mi nhm sn phm, dng sn phm, ngn hng hng vo phc v mt nhm khch hng, mt phn on th trng nht nh. iu ny l ph hp vi cc dch v bn l bi l mi sn phm bn l ph hp vi cc i tng c tnh hnh ti chnh khc nhau, ngh nghip khc nhau. Nu khng nh v mt nhm khch hng r rng, ngn hng s rt kh tm ra cho mnh phng thc bn hng hiu qu. Thc hin chin lc trng tm ho khch hng, ngn hng phi to ra cho cc sn phm bn l ca

mnh nhng c tnh ph hp vi nhu cu ca nhm khch hng mnh ang theo ui v thc hin tt cc cng vic: - Nghin cu k th trng c cch nh gi y , chnh xc. D bo nhng thay i trong nhu cu ca khch hng. -La chn phn on th trng m mnh c th mnh, ph hp vi cng ngh v kinh nghim ca mnh, khng n trnh nhng khng qu tp trung vo nhng phn on th trng c qu nhiu ngn hng tham gia, nhiu ngn hng c th mnh. - Knh phn phi, bn hng to iu kin thun li v ph hp nht trong vic tip cn khch hng mc tiu. - Chin dch qung co, xc tin sn phm hng vo thu ht s quan tm ca nhm khch hng mc tiu. Vic la chn knh truyn thng no, hnh thc qung co no cng u phi cn c vo c im ca nhm khch hng mc tiu xc nh. - Trong mt s trng hp, mt s sn phm c qu nhiu ngn hng cng hng vo phc v mt nhm khch hng c quy m ln, khng i hi s khc bit nhiu th s lin minh v hp tc c coi l gii php hiu qu hn c. Kt lun: Phn tch nm lc lng cnh tranh theo m hnh ca Michael Porter trong hot ng ngn hng bn l ti Vit Nam cho thy, y l mt lnh vc kinh doanh y hp dn song cng ang tn ti trong n mt cuc cnh tranh khc nghit. Tuy ang trong giai on pht trin nhng th phn dnh cho cc ngn hng thng mi trong nc v ang b e da bi cc i th c tm vc v quy m quc t. iu ny, ang t cc ngn hng thng mi trong nc trc nhng thch thc khng h n gin. Li th sn nh khng th mang li cho cc ngn hng trong nc v th cao trong cuc ua dnh th phn nu khng xy dng c chin lc bn l ng n. Chnh v th, nh gi ng cc nhn t cnh tranh, v th cnh tranh ca mnh, ca i th xy dng nhng chin lc bi bn l nhn t quyt nh nng cao nng lc cnh tranh v lm ch sn nh trong lnh vc ngn hng bn l.

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