Chuyen de 6 Marketing NH 702

Lun vn
Marketing ngn hng
Ti liu QTKD NHTM Marketing Ngn hng
Phn 1. Tng quan v marketing ngn hng
1.1.
Marketing v tm quan trng ca n
Marketing nhiu hn l qung co v bn hng, nhiu hn l nghin cu th trng, xc nh gi c, lp k hoch cho mt sn phm mi. Chng ta ang sng trong mt mi trng khng th khng c marketing. Mt v d: sng cc bn ng dy, vn mnh khi m Kim an, tt chung bo thc ro rt t chic iu thoi Samsung, tt chic iu ho hiu National, bn vn vai my ci ri v vi bn chi Oral B, dng kem nh rng Colgate. Sau x chn vo b qun o th thao tennis Nike, i i giy Adidas, khoc chic vt prince v hp bng Dunlop. Bn nhy ln chic xe @ phi vi n hiu n sng dng bn ph ti ln Nam nh y tht b ung nc khong mn vi tan, n xc xch nng c, ung bia Heineken, ht thuc 555 Hip hi marketing ca M nh ngha: Marketing l mt qu trnh lp k hoch v thc hin vic nhn thc, nh gi, khuch trng v phn phi cc tng, hng ho v dch nhm to ra nhng trao i lm tho mn mc tiu ca c nhn v t chc. Nh kinh t hc ni ting Drucker cho rng, mc tiu ca Marketing l nhn bit v am hiu khch hng tt n mc cc sn phm hng ho v dch v lun ph hp vi khch hng v t n bn c. Mt cch l tng, marketing nn to ra cc khch hng sn lng mua hng. Nhng iu ny l cn thit v vic tip theo l to ra cc sn phm hng ho v dch v lun sn sng. Hc vin nghin cu v marketing cho rng marketing l mt qu trnh qun tr nhm xc nh, d on v tho mn nhng yu cu ca khc hng theo cch mang li li nhun. Hay c nhng nh kinh t hc ca M cho rng marketing l vic to ra ng sn phm, ng ni, ng lc v ng gi. Kotler nm 1980 cho rng marketing l nhng hot ng ca con ngi hng ti vic tho mn nhng nhu cu v mong mun thng qua qu trnh trao i. Cng vn l Kotler, nm 1991 ng a ra nh ngha nh sau: Marketing l mt qu
Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn
trnh thng qua cc c nhn v tp th t c ci m h mun thng qua vic to ra v trao i cc sn phm v gi tr vi cc c nhn v tp th khc.
- C nhn tp th - t c ci h mong mun - To ra v trao i - Sn phm v gi tr

V d v chic vt tennis ang c s dng khp th gii. Hu ht chng ta khng c sinh ra vi chic vt tennis trong tay hay l chng ta t sn xut ra n dng. Thay vo chng ta s dng vt c sn xut bi cc hng nh: Prince, Dunlop,Kennex, Head, Yonex, hay Wilson. Hu ht cc cy vt tennis c sn xut ra lm ng mt th: a tri bng qua li. Nhng cc vn ng vin li phi la chn mt chic vt cho mnh trong s v vn chng loi vt khc nhau. Chng khc nhau v hnh dng, cht liu, trng lng, c tay cm, loi dy cng vt. Bn c th c c chic vt cng sn dy vi gi vi trm ngn ng n vic phi b ra vi trm la ch c c mt ci khung? S a dng v kch c v cht liu lm cho qu trnh sn xut v tiu th vt tennis tr ln phc tp.
S pht trin v pht tn ca marketing vo cc ngnh, cc lnh vc sn xut khc nhau cng khng ging nhau tu thuc vo c im ca ngnh v lnh vc c th. Marketing tr nn ph bin vo nhng nm 1950s, 1960s v ti thi im rt nhiu quc gia c sc sn xut d tha vt qu mc tiu dng. Cc cng ty nh Coca Cola nhn thy sc mnh ca marketing tc th. Marketing lan rng trong cc cng ty sn xut hng tiu dng mt cch nhanh chng. Cc nh ch to v sn xut v cung cp cc sn phm cng nghip nh st, thp, ho cht thc hnh marketing mun hn. Gn y, cc hng dch v nh hng khng bo him thc hin cng thc y vic s dng marketing hin i.
Hnh 1.1. Cc lnh vc ch yu tp trung ca marketing
Marketing tiu dng Marketing cng nghip Marketing xh, phi li nhun Marketing tiu dch v Marketing tiu trc tip, ton cu Marketing tiu trc tuyn
Cc mi quan h v duy tr khch hng
1950s 1960s 1970s 1980s
1990s
2000s
iu ny xut pht t tm quan trng ca vic gi cc mi quan h v gi khch hng. Chi ph thu ht mt khch hng mi thng gp 4 ln chi ph gi mt khch hng quen. iu ny s c lm r hn phn II. 1.2. Marketing ngn hng: Khi nim, c im v nhng thch thc
khi ng dng vo hot ng Ngn hng
Marketing ngn hng l mt khi nim dng ch h thng cc chin lc, chnh sch, bin php, cc chng trnh, k hoch, cc hot ng tc ng vo ton b qu trnh t chc cung ng dch v ca ngn hng nhm s dng cc ngun lc ca ngn hng mt cch tt nht trong vic tho mn nhu cu ca khch hng mc tiu. Marketing ngn hng c duy tr trong s nng ng qua li gia sn phm dch v vi nhu cu ca ngi tiu dng v nhng hot ng ca i th cnh tranh trn nn tng cn bng li ch gia ngn hng, ngi tiu dng v x hi.
Hnh 1.2: Cc mc tiu ca marketing ngn hng i vi khch hng
Ti a ho Cht lng cuc sng
Ti a ho s la chn
Mc tiuca marketing ngn hng
Ti a ho tiu dng
Ti a ho mc tho mn
c im ca dch v ngn hng
1.2.1. Tnh v hnh Tnh v hnh l c im phn bit sn phm dch v ngn hng vi cc sn phm ca cc ngnh sn xut vt cht khc trong nn kinh t quc dn. Sn phm ngn hng thng thc hin theo mt quy trnh ch khng phi l cc vt th c th c th quan st, nm gi c. V vy, khch hng ca ngn hng thng gp kh khn trong vic ra quyt nh la chn, s dng sn phm dch v. H ch c th kim tra v xc nh cht lng sn phm dch v ngn hng i hi phi c trnh chuyn mn cao v tin tng tuyt i nh gi tin, chuyn tin, vay tin. Cc yu cu ny lm cho vic nh gi cht lng sn phm dch v ngn hng cng tr nn kh khn, thm ch
ngay c khi khch hng ang s dng chng. 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. Do c tnh v hnh ca sn phm dch v, nn trong kinh doanh, ngn hng phi da trn c s lng tin. V vy, mt trong nhng hot ng quan trng ca Marketing ngn hng l phi to v cng c c nim tin i vi khch hng bng cch nng cao cht lng sn phm dch v cung ng, tng tnh hu hnh ca sn phm, khuch trng hnh nh, uy tn, to iu kin khch hng tham gia vo hot ng tuyn truyn cho ngn hng v y mnh cng tc xc tin hn hp.
Hnh 1.3: c im chung ca dch v v v tr ca dch v ngn hng
10-5 10-5
c im ca dch v
Dch v s dng nhiu my mc: My mc t ng ATM, in cung cp Lao ng gin n Taxi Lao ng phc tp Hng khng, ngn hng hin i Dch v s dng nhiu sc lao ng Lao ng gin n Cai ngc Lao ng k nng Th in Lao ng chuyn nghip Cn b giao dch ngn hng, K ton vin
Tnh v hnh Khng tch ri Khng ng nht
tamlt@neu.edu.vn
1.2.2. Tnh khng th tch bit S khc bit r nt ca sn phm dch v ngn hng so vi sn phm dch v ca cc lnh vc khc l tnh khng th tch bit, tnh thng nht. Do qu trnh cung cp v qu trnh tiu dng sn phm dch v ngn hng xy ra ng thi, c bit l c s tham gia trc tip ca khch hng vo qu trnh cung ng sn phm dch v. Mt khc, qu trnh cung ng sn phm dch v ca ngn hng thng c tin hnh theo nhng quy trnh nht nh khng th chia ct ra thnh cc loi thnh phm khc nhau nh quy
trnh thm nh, quy trnh cho vay, quy trnh chuyn tin iu lm cho ngn hng khng c sn phm d dang, d tr lu kho, m sn phm c cung ng trc tip cho ngi tiu dng khi v ch khi khch hng c nhu cu; qu trnh cung ng din ra ng thi vi qu trnh s dng sn phm dch v ca ngn hng. c im ny i hi b phn Marketing phi c s phi kt hp cht ch gia cc b phn trong vic cung ng sn phm dch v, ng thi phi xc nh nhu cu ca khch hng v cch thc la chn s dng sn phm dch v ca ngn hng. c im, cc ngn hng thng to dng, duy tr v pht trin mi quan h gia khch hng v ngn hng bng cch nng cao cht lng sn phm dch v cung ng, pht trin hot ng chm sc khch trong ton th i ng cn b nhn vin ngn hng v hin i ho h thng cung ng 1.2.3. Tnh khng n nh v kh xc nh Sn phm dch v ngn hng c Cu thnh bi nhiu yu t khc nhau nh trnh i ng nhn vin, k thut cng ngh v khch hng. ng thi sn phm dch v ngn hng cn c thc hin khng gian khc nhau nn to nn tnh khng ng nht v thi gian, cch thc thc hin v iu kin thc hin. Cc yu t ny an xen chi phi ti cht lng sn phm dch v, nhng li thng xuyn bin ng; c bit l i ng nhn vin giao dch trc tip l yu t quyt nh v to ra s khng n nh v kh xc nh v cht lng sn phm dch v ngn hng. Do nhng tnh cht trn ca sn phm dch v ngn hng, lm marketing trong ngn hng s phi i mt vi nhng thch thc nh sau: Tnh tun th cao Nh chng ta bit, kinh doanh trong lnh vc ngn hng chu s gim st cht ch ca nh nc v cc c quan hu quan. Mi hot ng ca ngn hng u phi tun th cht ch cc quy nh ca ngn hng nh nc. Cc hot ng ny u nm trong khun kh cc chnh sch ti chnh tin t: v d tnh chnh xc, v d v mc li sut trn v li sn, v d v d tr bt buc. Chnh v vy marketing ngn hng phi tho mn tch cht ny. Cc chnh sch li sut, chnh sch cho vay ca ngn hng a ra u phi quan tm n nhng ch trng, chnh sch ca NHTW v nh nc.
Tnh lin tc v tc thi Marketing ngn hng l mt loi hnh ca marketing dch v. Mt trong nhng c im ca dch v l qu trnh sn xut v qu trnh tiu th din ra ng thi. V vy i hi marketing ngn hng phi lun lun thch ng vi nhu cu ca khch hng, nm bt kp thi s nhng nhu cu mi nhm tho mn nhng nhu cu ny mt cch tt nht. y l mt qu trnh lin lc v mang tnh c bit cao. Nhng ngi cung cp dch v s trc tip th hin cc chnh sch marketing ti khch hng. iu ny i hi i ng nhn vin ngn hng phi c o to mt cc bi bn v cng phu, v chnh h khi tip xc vi khch hng th hin b mt ca ngn hng. (c im ca sn phm dch v: tnh khng hin hu, tnh khng tch ri, khng ng u, mau hng) Tnh x hi ho cao Nu mt doanh nghip sn xut thp c cc mi quan h vi ngi cung cp phi thp, cc cng ty thng mi kinh doanh thp, nhng ngi tiu dng trc tip v s lng khch hng y l c hn th mi quan h khch hng ca ngn hng phong ph v a dng hn nhiu. Bt k ai cng c th tr thnh khch hng ca ngn hng. Khng k gi tr, trai gi, cc thnh phn kinh t, cc loi hnh doanh nghip, cc t chc trong v ngoi nc u c th tr thnh khch hng ca ngn hng. tho mn c lng khch hng c n hng chc ngn ngi ny, i hi ngn hng phi c s am hiu h, c nhng chnh sch marketing ph hp vi yu cu ca h. iu ny thc khng d dng, i hi cc b marketing ngn hng phi am hiu nhiu lnh vc, nm bt c nhu cu phong ph v a dng ca nhiu loi khch hng chnh l tnh x hi ho rt cao ca marketing ngn hng. Tnh chnh xc, an ton cao Mt trong nhng yu cu cao ca kinh doanh ngn hng l phi c tnh chnh xc v an ton cao. Ngnh, lnh vc kinh doanh no cng i hi s an ton v chnh xc, kinh doanh ngn hng l mt trong nhng ngnh phi tun th kht khe yu cu ny. Ch mt sai xt nh, ngn hng c th lm thit hi mt khi lng ln tin bc ca khch hng, v trong nhiu trng hp ngn hng phi gnh chu nhng tn tht . V d thanh ton sc gi m khng pht hin ra, vic chuyn tin nhm a ch. Ngoi ra cha k n mc nh hng ca s b ngn hng ti nn kinh t.
Tnh hp dn khch hng hn ch Nguyn nhn ca n th hin nhng im sau. Th nht tnh n nh trong mi quan h NH-KH cao. Mt khch hng gi tin ti mt ngn hng th thng l s vay tin ti ngn hng v thc hin vic thanh ton qua ngn hng . Lch s cho thy, mi quan h ny mang tnh tng i bn vng v lu di. y l mt l do khin vic thu ht khch hng ny v ngn hng khc, trn thc t l rt kh thc hin. Th hai, hm lng b quyt cng ngh trong sn phm ca ngn hng l khng nhiu. Cc ngn hng u cung cc cc sn phm dch v tng i ging nhau xt trn nhng nt chnh. V d u l tin gi 3 thng, li sut 0,45% mt thng, tr li sau ba thngTo ra nhng im khc bit cho nhng sn phm l qu ra rt kh cho cng vic ca marketing. Cui cng, cng chnh t vic hm lng b quyt cng ngh trong sn phm dch v ca ngn hng khng nhiu dn ti vn bn quyn sn phm ngn hng kh xc nh, v i lc l khng xc nh c. Chng ta th ly v d, cng l chic xe t thc hin chc nng giao thng, chic xe Medcedez Benz khc hn vi chic xe BMW, chic xe my hng Honda khc hn chic xe hiu Suzuki trong khi nu anh/ch tm kim c s khch bit trong sn phm ca cc ngn hng qu l rt kh. Vn ny l mt thch thc cho cc ngn hng khi xy dng thng hiu cho mnh. Marketing ngn hng chu s nh hng su sc ca tnh chuyn mn ho v lch s hot ng ca ngn hng Lch s hot ng v tnh chuyn mn ha ca ngn hng c tc ng to ln n kh nng cung cp tng loi hnh dch v ca ngn hng. V d, ni n vic thanh ton xut nhp khu, chng ta thng ngh ngay n ngn hng ngoi thng; ni n vic c mt mng li rng khp v vic thc hin cho ngi ngho, cho h nng dn vay vn, chng ta ngh ngay n ngn hng nng nghip. Chnh v th, marketing ngn hng phi bit pht huy sc mnh ca mnh, khai thc trit nhng li th cnh tranh v thc hin vic tm kim, xy dng v pht trin nhng th mnh mi. Kinh nghim v lch s hot ng lu i ca mt ngn hng nh hng rt ln n uy
tn cng nh nng lc kinh doanh ca mt ngn hng. N c th nh hng trn hai gic , tch ccv tiu cc. Tch cc khi xt trn gic l trnh chuyn mn, kinh nghim lu i l nn tng cho nhng thnh cng trong hin ti v tng lai. N khin khch hng v cc i tc c ci nhn thin cm v ngn hng. Tiu cc khi xt trn cc gic l nhng kinh nghim tr thnh ro cn cho nhng sng to v tin b, cho vic p dng nhng ci mi vo kinh doanh. Khng ai m bo rng, mt t chc thnh cng trong qu kh li tip tc thnh cng trong tng lai khi m s thay i tr thnh mt c tnh quan trng ca mi trng kinh doanh ngy nay. Phn II: Qu trnh cung ng sn phm ngn hng v k nng i vi nhn vin giao dch 2.1. C s vt cht C s vt cht ca ngn hng bao gm nh ca, trang thit b, my mc phn cng v cc phn mm ngn hng s dng. Nh ca v trang thit b ca ngn hng phc v cho qu trnh kinh doanh ca ngn hng v cho thu. C s vt cht l phn cng, cn nhn vin ngn hng to thnh phn mm kt hp nhm cung cp cho khch hng cc sn phm dch v.
Hot ng ti quy giao dch Ngn hng Si Gn
Tr s chnh Ngn hng Cng thng Vit Nam
Tuy chim t trng nh trong tng ti sn, nhng song cc ti sn c nh nh hng rt ln ti v th v nng sut lao ng ca ngn hng, ti vic cung cp sn phm dch v ca ngn hng. Tr s ngn hng cn c u t ng mc m bo NH c v ngoi hin i, hp dn, to tin tng cho khch hng. Vic chn la a im t tr s v cc chi nhnh cng ht sc cn thit, nhm m bo thun tin cho khch hng n giao dch, gn vi cc nhm khch hng mc tiu. V d, nu ngn hng nh hng khch hng mc tiu
l cc doanh nghip trong khu cng nghip, ngn hng s phi c chi nhnh t gn cc khu cng nghip, thm ch l nm bn trong khu cng nghip. Bn cnh , trang thit b phn cng v phn mm ng vai tr then cht trong vic pht trin cc dch v a dng khc nhau. Hin nay, phn mm ngn hng tr thnh yu t then cht hin i ha hot ng ngn hng, pht trin cc dch v hin i v tin ch cho khch hng. V d, i vi sn phm th, nhng yu cu v u t phn mm l rt ln. Vietcombank tin hnh kho st v phn ra 4 nhm NH, da trn tiu chun cng ngh nhm xc nh kh nng hp tc pht trin dch v th. l cc nhm sau: + Nhm 1: Cc NHTM c CoreBanking Online, c h thng ATM mnh, l thnh vin t chc th th gii. + Nhm 2: Cc NHTM c CoreBanking Online, nhng cha c h thng ATM mnh, cha l thnh vin t chc th th gii. + Nhm 3: Cc NHTM c CoreBanking Online, nhng cha c h thng ATM ring. + Nhm 4: Cc NHTM c nn tng cng ngh cn thp. R rng, cc nhm 2 v 3 c c hi pht trin dch v th tn dng, th ghi n, th ATM nhanh chng v d dng hn rt nhiu so vi hai nhm cn li. Ngoi ra, cc dch v khc nh phone banking, home banking, internet banking v dch v y thc qun l ri ro ca ngn hng cng i hi cng ngh cao vi tnh bo mt ln.
2.2. Khch hng

Chng ta ang sng trong mt nn kinh t m khch hng l thng . y l kt qu ca vic sn xut v cung ng dch v nhiu hn nhu cu tiu th. Vn ca th trng dch v ngn hng ngy nay l thiu khch hng ch khng phi thiu sn phm dch v. Khch hng ca Ngn hng va l ngi cung ng vn cho Ngn hng va l ngi s dng cc sn phm dch v ca Ngn hng. Ngn hng phi hc cch chuyn i t tp trung vo cung cp sn phm dch v sang tp trung gi khch hng. Hnh 2.1: Quan im bn hng v quan im hng v th trng (quan im bn hng) trong marketing ngn hng.
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im Trng tm Phng tin Kt qu xut pht Ngn hng Sn phm Bn hng & Li nhun hin ti khuch trng Quan ii m Quan m bn bn hng hng
Th trng
Nhu cu Marketing LN qua s khch hng hn hp tha mn NC KH Quan ii m Quan m Marketing Marketing
Nu theo quan im bn hng, ngn hng s u t qu nhiu vo ti sn ca ngn hng, y mnh cho hng n mi khch hng kh d m qun ch nhng im khc bit v khch hng v cc gi tr. V khng bit r v tng khch hng, ngn hng s khng th thc hin c vic cung cp dch v kt hp v cung cp dch v cao cp hn mt cch hiu qu. Vi quan im marketing, hay cn gi l quan im tip th cm nhn v p ng, ngn hng bt u vi vic am hiu khch hng, v t h s c v th tt hn pht trin cc knh phn phi, cc sn phm dch v ph hp. Ngn hng phi thc tnh nhn ra rng ngi ch mi ca mnh chnh l khch hng. Nu nhn vin ngn hng khng bit ngh n khch hng, c ngha l h khng bit suy ngh. Nu h khng trc tip phc v khch hng, h nn h tr ngi s trc tip phc v cho khch hng. V nu nhn vin ngn hng khng chm sc khch hng ca mnh, s c ngn hng khc ngay lp tc lm iu . Nhn thc c gi tr v vai tr ca khch hng s gip ngn hng hoch nh li ton b h thng tip th ca mnh theo hng ginh ly th phn khch hng v gi tr khch hng trn i thng qua vic pht trin chui sn phm dch v v cc chin lc thng hiu
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ca mnh. Sau y l danh mc nhng quan nim ng n ca ngn hng v vai tr v c im ca khch hng Khch hng l ngi quan trng nht i vi ngn hng Chng ta ph thuc vo khch hng Khch hng khng gy kh d cho cng vic ca chng ta, m chnh l mc tiu phc v ca ngn hng H cng nh chng ta vi nhng nhu cu, mong mun ring ca mnh, v mun c hng nhng g tt p nht Khi h ti vi ngn hng l h c thin ch vi ngn hng Khch hng mang mong mun ca h ti ngn hng, cng vic ca chng ta l tho mn nhng mong mun Khch hng xng ng c hng s i x lch s v n cn ca chng ta Khch hng tr lng cho chng ta Thc t ngi ta thng phn ra hai nhm khch hng l khch hng c nhn v khch hng l doanh nghip khi nghin cu nhu cu ca nhm khch hng l c nhn hay doanh nghip th cng cn phi ch nghin cu cc yu t nh hng n nhu cu. Chng hn cc yu t nh hng n nhu cu ca c nhn l gia nh, tui, chu k sng, iu kin thu nhp, a v... hoc cc yu t nh hng n nhu cu ca doanh nghip gm c im ngnh ngh kinh doanh, tnh hnh hot ng kinh doanh, c cu vn, quy m, phm vi th trng,... Nhu cu ca khch hng v cc dch v ngn hng l khng ng nht v c nhiu bin ng. Khch hng c cc thang bc nhu cu khc nhau, v vy yu cu ca khch hng v mc tha mn dch v ngn hng cng khc nhau.
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Hnh 2.2. : Cc thang bc nhu cu t nhin ca khch hng (Maslow)
T hon thin
T pht trin v th hin tim nng c tn trng, cng nhn, c a v Quan h x hi, giao tip, tnh cm c bo v
c nhn bit
Ho nhp x hi
An ton
Nhu cu vt cht c bn
n, mc
Do vy, yu t quyt nh cc Ngn hng thnh cng v pht trin trong c ch th trng l bit c nhu cu v p ng tt nhu cu ca khch hng. Mun vy, Ngn hng phi nghin cu k khch hng. Mc ch ca cng tc nghin cu khch hng nhm xc nh r nhu cu ca khch hng hin ti l g? tng lai ra sao v h c mong i g v Ngn hng chng ta, t s ra chnh sch khch hng ph hp. Ty thuc vo nhu cu khch hng, ngn hng tin hnh cung cp cc dch v khc nhau cho ph hp. V d, vi nhu cu vt cht c bn: Ngn hng c th cung cp cc dch v tn dng tiu dng ngn hn nh tn dng ti tr mua sm dng trong gia nh, du lch, Vi nhu cu an ton: Ngn hng pht trin cc dch v nh tin gi tit kim cc loi, thu kt st, y thc. Nhng sn phm cao cp hn nh th thanh ton VIP, ti khon tit kim siu li sut, cho vay siu tc, cho vay dnh cho cc VIP nhm vo nhu cu c nhn bit cho nhng khch hng mun c ng cp khc bit. Chng ta c th c th ha thp nhu cu trn i vi ngn hng thng qua bng sau: Bng 2.1. : C th ha nhu cu thng qua suy ngh v li ni ca khch hng
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Nhu cu ca khch hng An ton Tin li Cht lng phc v
Hnh nh Hiu qu Ti chnh Quyn lc
Trt t
Suy ngh v li ni tiu biu ca khch hng An ton v chc chn Tin ca ti c an ton ti NHCT ng Anh Sn c, d dng v thoi Mt ngn hng quan tm mi n tt c cc nhu cu ti chnh ca ti. Lch thip, c nng lc, H lm cho ti cm thy chuyn nghip, ng tin quan trng v h chm cy, thch ng v y hiu sc ti. bit. Mun c ngi khc Ngi ta gi ti bng tn. nhn ra. nh hng kinh doanh, Tin gi c k hn ca ti quan tm n li nhun, phi chng li sut %, cao. nh hng $, chi ph, thu Cc khon chi ph nn nhp mc phi chng. Mun c chu trch Ny, ng c thc ti nhim quyt nh - l ch. Ti l ngi ra quyt quyt nh ca ng/ b nh! y. Mi th cn phi c Ti cn phi c nhn bn sao k ti khon vo sp xp, t chc tt v ng hn. ngy 15 hng thng.
nh ngha nhu cu
Hu ht cc ngn hng quan tm nhiu n th phn hn l vic tha mn nhu cu khch hng. y l mt sai lm. Th phn l cch nhn v pha sau, tha mn nhu cu khch hng chnh l cch nhn v pha trc. Nu vic tha mn khch hng b tut dc th th phn cng b xi mn theo. Hiu bit khch hng c th thc hin tt vic tha mn nhu cu khch hng, vic hiu bit khch hng l iu quan trng nht. c th hiu bit khch hng r nt, cn phi thu thp nhiu thng tin t khch hng nhm phn tch hnh vi mua ca khch hng mt cch tt nht. Nu bit khai thc trn c s d liu ca ngn hng t xy dng v tch hp v khch hng, ngn hng c th chim c v tr cnh tranh hng u. C 7 cu hi sau cn c gii p khi phn tch hnh vi mua dch v ca khch hng- Trong th trng c ai v sc mnh ca h?
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- H mua g? - Ti sao h mua? - Ai lin quan n qu trnh mua? - H mua nh th no? - H mua u? - H mua khi no? Thc cht, c mt mi e da gia tng trn c s s dng d liu ca ngn hng, l s mu thun c hu gia quyn li ca khch hng v quyn li ca ngn hng. Bng 2.2.: Nhng khc bit gia iu khch hng mun v ngn hng mun iu khch hng mun iu ngn hng hng mun -
C th tip cn ngn hng bng in thoi hoc email v c phn hi nhanh chng
Gim chi ph ni chuyn trc tip qua in thoi. Tip cn khch hng bng bt k phng tin truyn thng no, min l tit kim nhng hiu qu, khng cn bit khch hng c thch khng.
Ngn hng ch n vi h bng nhng thng ip v phng tin thch hp v nhng thi im thch hp -
Mun li cun khch hng bng vic cho hng, k c nhng sn phm dch v khch hng cha h bit hay lc u cha quan tm.
Sn sng ni vi mt s ngn hng nhng g h thch c thng tin
Khng mun ngn hng c qu nhiu thng tin v c nhn h
Mun bit nhiu iu v mi khch hng v khch hng tim nng
V vy, ngn hng nn thc hin marketing c php ngha l tham vn vi khch hng nhng thng tin no h sn lng cung cp, nhng thng ip no h s chp nhn, v loi phng tin truyn thng no h a thch hn Ci gi ca vic mt khch hng Sn phm dch v n ri i. Thch thc ca ngn hng l gi c khch hng lu hn vic gi sn phm. Ngn hng cn phi quan st k chu k sng ca th trng v
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chu k sng ca khch hng nhiu hn l chu k sng ca sn phm. Tic thay, nhiu doanh nghip ni chung cng nh ngn hng ni ring n lc rt ln tm thm khch hng mi m li khng c gng gi li v pht trin kinh doanh t nhng khch hng hin c. Hp 2.1: Kinh nghim gi khch hng ca mt ngn hng c
Mt ngn hng c c nhiu chi nhnh khp nc c. Mi chi nhnh u c gi quy m nh. Mi gim c chi nhnh c mt nhim v: Gip cho khch hng giu ln. Khng n gin ch l nhn tin gi v cho vay. Gim c chi nhnh ch dn cho khch hng lm sao dnh dm, u t, vay mn v mua sm tt hn. Mi chi nhnh u c ti liu hng dn nhng ti ny v t chc nhng hi tho min ph cho khch hng v u t, tt c nhm cung cp cho khch hng nhng k nng tch ca. Ngun: Philip Kotler, Thu hiu tip th t A n Z 80 khi nim nh qun l cn bit, Nh xut bn tr v Thi bo Kinh t Si Gn, 2005.
Ti sao chng ta mt khch hng? Cc l do sau c tng kt li nhm tr li cho cu hi trn. Coi trng vn tin v li nhun ngn hn hn dch v Bng lng vi thnh cng hin ti Khng c tinh thn hp tc trong cng ty Thiu o to cho nhn vin, khuyn khch ng vin nhn vin Khng lng nghe khch hng C lp: khng ch n khch hng v i th cnh tranh Ni di
Nhiu ngn hng nhn mnh vic ginh c khch hng vi ci gi phi tr l khng gi c khch hng hin c. H lp ra c ch thng cho vic tm ra khch hng mi, trong khi nhng nhn vin gi c khch hng c v lm tng thm nhng li ch
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c th khng c thng nh vy. V vy, cc nhn vin giao dch c kch thch khai thc khch hng mi. H tin rng khch hng hin c s vn lun trung thnh vi h m khng cn mt cht quan tm hoc phc v c bit g c. Tht l mt sai lm tai hi. Thng th ngn hng chi n 70% kinh ph tip th thu ht khch hng mi, trong khi 90% doanh s li thu c t khch hng hin c. Thc t, chi ph thu ht mt khch hng mi cao hn nhiu ln (c tnh l 5 ln) so vi vic gi mt khch hng c. Hnh2.3.: Chi ph thu ht mt khch hng mi
Qung co Qun l thi gian Th trc tip in thoi
Thi gian ca nhn vin Khuyn mi
Chi ph thu ht 1 khch hng mi nhiu gp 5 ln gi 1 khch hng c

Gp g
Th t
Nhiu ngn hng lng ph tin ca vo khch hng mi. Ch v qu tp trung vo vic ginh khch hng mi v b mc khch hng hin ti, nhiu ngn hng nh mt t 10-30% lng khch hng mi nm. V ri, h li tn tin nhiu hn cho mt n lc chng bao gi kt thc l thu ht khch hng mi hoc ginh li khch hng c lp vo s lng khch hng ngn hng nh mt. 2.2.3 Nhn vin giao dch Vai tr, nhim v ca nhn vin giao dch trong ngn hng a phn khch hng khng hiu nhiu v nhng gi tr khc bit ca cc sn
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phm dch v ngn hng (kh so snh). Gn 80% dn chng tin rng tt c cc ngn hng v c bn u ging nhau; 90% tin rng ngn hng bt chc nhau v cc sn phm v dch v m h bn trn th trng. S khc bit c to nn bi nhng nhn vin tip xc vi khch hng. Cc nhn vin c trnh thp hoc c tr lng thp l nhng ngi u tin v thng xuyn tip xc vi khch hng (l tn, giao dch vin, nhn vin trc in thoi). Tuy vy, hnh nh ca mt nh bng vi kh nng ti chnh hng mnh c in vo u khch hng bi mt nhn vin tp s, mt giao dch vin. Khi c hi kin t pha khch hng, con s thng k ca mt cuc iu tra thu c kt qu nh sau: 14% khng tho mn vi sn phm nhn c; 68% cm thy nhn vin ngn hng khng quan tm ti h; v 18% l do khc. iu ny cho thy tm quan trng ca nhn vin giao dch nh th no. thc hin tt hot ng marketing, nhn vin giao dch cn phi s dng cc k nng giao tip v k nng nghip v hon thnh nhng nhim v sau Gii thch cc c tnh ca cc trng thi tnh cm ca khch hng v tm quan trng ca cc c tnh ny i vi chu trnh phc v khch hng Nm bt v nh gi nhu cu ca khch hng, k c nhu cu hin ti v nhu cu tim nng To s tin cy, tha mn ca khch hng i vi dch v ngn hng. Gii quyt nhng than phin, thc mc ca khch hng, thng nht gii php vi khch hng Theo thng k M, trung bnh mt khch hng c phc v khng tt s k cho 25 ngi khc nghe, v trong s 25 ngi phn nn ch c khong 1 ngi phn nn trc tip vi cng ty. Khch hng cm thy thi gian m mnh phi ch i ti quy lu hn gp 5 ln thi gian thc. y chnh l thch thc ln m nhn vin giao dch ngn hng phi i mt. vut qua nhng thch thc ny, nhn vin giao dch phi c nhng tiu chun nht nh nh c trnh by di y. Nhng nguyn tc vng i vi nhn vin giao dch ngn hng
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Do tm quan trng nh trnh by trn ca nhn vin giao dch ngn hng, nm bt nhu cu khch hng v tha mn nhu cu mt cch tt nht trn nn tng li ch ca khch hng v ngn hng, nhn vin giao dch gii phi m bo nm vng nhng nguyn tc sau: Th nht, bn dch v l vic gip ngi ta mua. Thc hin vic bn nghi l anh/ch gip khch hng ca mnh hoc gii quyt mt vn hoc p ng mt hay nhiu nhu cu. Anh/ch gip bn c hng v gip Ngn hng cng thng ng Anh c thm nhng cng vic kinh doanh mi. Ch c th t c s tha mn ca khch hng nu p ng c tt c cc nhu cu k c nhu cu m v nhu cu tim n. Khch hng s mua nu h b thuyt phc rng nhng sn phm v dch v ca chng ta mang li cho h tt c nhng li ch m h mong mun. Nhim v ca mt nhn vin giao dch hng l phi trnh by sn phm hoc dch v di gc cc li ch m khch hng c hng. Quyt nh mua l kt qu cui cng ca mt qu trnh t duy. Thng thng khch hng chuyn dch theo chu trnh bn hng i n quyt nh mua. Chu trnh bn hng Cc giai on ca chu trnh bn hngl: 1. M u tch cc - to ra mt khung cnh tch cc bng cch cho hi khch hng vi thi thn thin; 2. To mi trng xy dng mi quan h vi khch hng bng cch a ra nhng cu hi chn tnh va thnh thc, khi u cho s tip xc thc s v to nn quyn ch ng tin sang giai an tip theo ca chu trnh. 3. Xac inh cc nhu cu v c hi - nhn thc v vn ca khch hng v
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c im cha tha mn m sn phm v dch v ca chng ta c th gii quyt c. 4. H tr (ghi nhn nhu cu v gii thiu sn phm/c tnh/li ch) khi xc nh c nhu cu, cn ghi nhn bng cch nhc li nhu cu nm chc la anh/ch hiu v sau xut mt sn phm/dch v thih hp c nhng c im khp vi cc li ch ca khch hng; 5. Kt thc/chuyn giao kt thc ngha l yu cu khc hng thc hin thng v, cn chuyn giao la chuyn nhu cu/c hi ca khch hng sang mt ngi thch hp c thm quyn v thi gian gii quyt hoc kt thc thng v . Quan trng l phi nhn thc c rng khch hng cn phi c tha mn tng giai on trc khi chun b chuyn sang phn tip theo ca chu trnh. C cu ca mt phng php bn hng phi hot ng theo hng mang li tha mn trong mi giai on ca qu trnh t duy mua hng, nhm t c s chp thun hng bn. To mi trng cho khch hng. Mc d hu ht chng ta u cm thy tng i d dng trong vic cho hi khch hng vi mt s m u tch cc, song vic to mi trng thn thin i hi chng ta phi suy ngh su hn na, n cng hm cha nhiu ri ro hn, v v th chng ta thng c trnh, ch thc hin giao dch mt cch n gin vi khch hng. Nu anh/ch khng to c mt mi trng hp l th anh/ch khng th chuyn sang bc tip theo ca chu trnh bn hng. Anh/ch khng th ch i khch hng t tm hiu v ngn hng m anh/ch phi khi mo cho mi quan h. thc y vic bn hng, anh/ch cn thc y khch hng ni chuyn vi bn; qua c th xy dng mi quan h vi h. Khi u mt cuc giao tip c th ch rt n gin l hi han khch hng Tnh hnh anh do ny th no? hay Cng vic sun s ch anh?. Tuy nhin, cu hi m anh/ch phi t ra thch hp vi i tng khch hng v khng nn ni nh c pht thanh khin ngi ta c cm gic rng ai anh/ch cng hi mt cu tng t. Hy ni chuyn vi khch hng bng mt phong thi chn tnh v thnh thc, nu khng
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anh/ch s lm mt thi gian, thm ch cn xc phm n khch hng. Nu khng to ra mi trng mi trng thn thin th anh/ch s khng th chuyn sang bc tip theo ca chu trnh bn hng. Anh/ch s khng th xc nh c nhu cu ca khch hng nu khch hng khng by t vi bn. To mi trng, v th, l mt khu then cht trong ton b chu trnh bn hng. Nu gp khch hng, liu anh/ch c ni chuyn khng nu cm thy khng cn ni? C l l khng. Khch hng ca anh/ch cng suy ngh ging nh anh/ch vy. H s khng ni nu khng cn phi ni, nhng khi anh/ch bt u ni chuyn vi h, h s nh gi cao thi quan tm ca bn. thc y vic bn hng, hy khch l khch hng ln ting, hy lng nghe h v pht trin mi quan h vi h. Hin nhin l khi c mt hng di cc khch hng ang i n lt c phc v th s l khng hay nu anh/ch dnh thi gian ni chuyn vt vi mt khch hng phc v xong. Tuy nhin, anh/ch lun c nhng khong ch i ch my mc a ra cc thng tin m khch hng cn hoc ch i x l giao dch ca h. chnh trong nhng khong ch i ny, anh/ch s c c hi tuyt vi by t s quan tm ti khch hng. Nu anh/ch m u cu chuyn bng mt cu hi hoc nhn xt chung, anh/ch s nm c nhng thng tin v khch hng v y chnh l s khi u ca mt mi quan h. Khi phc v khch hng ny ln sau , anh/ch s c th t ra cu hi thch hp hoc thm ch ring t hn. Ch c lc no thng trc cu hi: Do ny b th no? mi ln anh/ch tip b Nguyn My. Khi bit rng b ny va mi n trng n con v th ln sau khi phc anh/ch c th hi thm bn tr trng c vui khng. Khi bt u, anh/ch c th cm thy kh nhn mt c mt khch hng trong bao nhiu khch hng m anh/ch phc v.Tuy nhin, h s cng ngy cng tr nn thn quen hn, v khi anh/ch bt u n khch hng, gi h bng tn th anh/ch cm thy cng vic ca mnh d chu hn v vai tr ca anh/ch tr nn c ngha hn.
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Bi tp tnh hung Bi tp sau c thit k nh gi nhn thc ca anh/ch v cc tnh hung giao tip khng li. Vi cu hi tp hp c th biu t iu g th anh/ch c th a ra nhiu cch hiu khc nhau v mt tp hp c th khng ch biu t mt ngha nht nh. Khi tr li cc cu hi phn ng tt nht ca anh/ch , hy tng tng cch ng x ca anh/ch trong trng hp Tp hp hnh vi khng Tp hp c th biu t Phn ng tt nht ca li iu g anh/ch Khch hng trnh tip H c th cm thy khng Duy tr tip xc bng mt, xc bng mt vi anh/ch thn thin vi anh/ch v song thi thong nn nhn v khoanh tay li mun hn ch tip xc sang ni khc. Hy ni v nhu cu ca h v nn tha mn nhng nhu cu nh th no Khch hng ng ngi ra ng sau, nhu my, iu b cng thng v t mt tay ln gy Khch hng xch li gn anh/ch v mm ci, gt u Khch hng nhn anh/ch chm ch, nghing u sang mt bn v vut cm Khch hng t t b knh mt cch thn trng, a gng knh vo ming v nhn anh/ch trm t Khch hng nghch nghch vnh tai v nhn chm chm vo sn nh trong khi anh/ch tip tc ni khng ngh Khch hng nm cht tay li v n xung bn, ng thi ng ngi ra ng trc
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Phn 3: Chin lc sn phm 3.1. Gii thiu chung Chin lc sn phm l chin lc b phn quan trng trong chin lc Marketing hn hp ca ngn hng. N l tin , l c s xy dng v trin khai cc c hin lc khc, l chin lc sc bn trong cnh tranh trn th trng ng thi l phng php c hiu qu to ra nhu cu mi, tho mn ngy cng tt hn nhu cu s dng dch v Ngn hng ca khch hng. C th ni chin lc sn phm l chin lc quan trng nht trong k hoch ng b Marketing, chin lc sn phm gip ngn hng c th tho mn khch hng mt cch tt hn khi s dng cc sn phm dch v. Cc dch v chnh ca ngn hng gm c cc dch v tin gi, cc nghip v u t, cc dch v tn dng v cc dch v khc. Nhim v nghin cu chin lc sn phm l vic ti u ho cc dch v ca ngn hng. V vy, mc tiu ca chin lc sn phm phi nhm vo thc hin mc tiu ca chin lc Marketing. Tuy nhin, chin lc sn phm c cc mc tiu ring, l: a. Cc mc tiu nh tnh, bao gm - Tho mn tt nht nhu cu khch hng; - Nng cao v th hnh nh ca ngn hng; - To s khc bit ca sn phm dch v ngn hng trn th trng. b. Cc mc tiu nh lng, bao gm - Tng s lng sn phm dch v cung ng, m rng th phn; - Tng doanh s ca tng sn phm dch v, nhm sn phm dch v; - Tng s lng sn phm dch v mi; - a dng ho c cu sn phm dch v cung ng cho tng th trng tng nhm khch hng; - Cc ch tiu v chun mc cht lng sn phm dich v. Vic thit lp cc mc tiu xc thc, ph hp vi kh nng ca ngn hng s l ng c thc y s pht trin ca chin lc sn phm. ng thi, n s l cn c kim tra, nh gi hiu qu ca chin lc sn phm ngn hng trong tng thi k khc nhau.
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3.2 Ni dung ca chin lc sn phm 3.2.1. Xc nh danh mc sn phm v thuc tnh ca tng sn phm dch v Cc ngn hng cung ng ra th trng mt tp hp cc nhm sn phm dch v khc nhau nhm p ng cc nhu cu khc nhau ca khch hng. Nhm sn phm l tp hp ca mt s sn phm c tnh cht lin quan vi nhau v c kh nng tho mn mt hoc mt s nhu cu no ca khch hng. Cc nhm sn phm dch v c bn ca ngn hng bao gm: - Cc nhm sn phm dch v tho mn nhu cu v vn nh cc khon vay; - Cc sn phm dch v tho mn nhu cu v thu thp nh dch v tin gi; - Cc sn phm dch v tho mn nhu cu v thanh ton, chuyn tin nh sc, th, chuyn tin nhanh; - Cc sn phm dch v tho mn nhu cu v qun l ri ro nh Swap, quyn mua, hp ng k hn; - Cc sn phm dch v tho mn nhu cu v t vn chuyn mn nh t vn u t, t vn thu, t vn d n; - Sn phm dch v tho mn nhu cu v thng tin nh cung cp cc thng tin v gi c th trng, li sut, t gi ng trn gic ton b nn kinh t - x hi, hot ng ca ngn hng l hot ng dch v, nn sn phm ca n c th hin di dng dch v. V vy, mt sn phm ngn hng thng bao gm tp hp cc thuc tnh v c im ca n, nh dch v thanh ton cho php khch hng rt tin ra bt k lc no, tnh an ton khi tin c bo qun ti ngn hng, tnh tin li v vic ngn hng thc hin cc giao dch thanh ton vi khch hng bng cng ngh hin i, nh ngn hng in t, ngn hng t ng, ngn hng qua mng Internet.. Do tnh c th m sn phm ca Ngn hng c nhng c im c bit so vi cc sn phm ca cc ngnh khc. Trc ht, l nhng hnh thc phc v phi vt cht m qu trnh sn xut v tiu th din ra ng thi, cht lng ca chng ch c nh gi sau khi s dng. Vi nhng sn phm ny, khch hng ch c quyn s dng ch khng c quyn s hu.
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Hnh 3.1: Cc sn phm c bn ca ngn hng
Cc sn phm c bn ca NHTM
Huy ng vn
+ Nhn tin gi + i vay + Pht hnh cc cng c n + i vay trc tip
Tn dng v u t + Cho vay + Chit khu + Bo lnh + Leasing + u t gp vn
Dch v ngn hng khc

Thanh ton, qun l ngn qu, u thc, i l bo him, t vn, qun l ri ro, mI gii u t chng khon..
Cc hot ng KD
+ KD ngoi t + KD chng khon + KD vng bc + ...
Thc cht, mi nhm sn phm dch v bao gm nhiu loi sn phm dch v khc nhau, mi loi sn phm dch v li bao gm nhiu danh mc sn phm dch v khc nhau c lin quan vi nhau. Hn th na, mi danh mc sn phm dch v li bao gm nhiu sn phm c th. y l l do ti sao s lng nghip v ca ngn hng trn th gii thng ging nhau, nhng s lng sn phm c th th rt a dng v phong ph, ti gn 6000 sn phm. V d, nhm sn phm cho khch hng c nhn bao gm nh sau Bng 3.1: Cc sn phm dch v cung cp cho khch hng c nhn
Dch v chuyn tin Ti khon vng lai Ti khon hng li Cho vay cm c Li sut c nh Li sut bin i Cc danh mc sn phm dch v Cho vay c nhn Tit kim Bo him Ti khon Bo him Thu chi tit kim nh Vay mua t Vay ci to nh Ti khon c li cao Ti khon tit kim tch lu Bo him nhn th
Ngoi t Mua bn h ngoi t Hon i t gi
u t dch v u t Giao dich chng khon
Ngun: Phm Ngc Phong, Marketing trong ngn hng, Nh xut bn thng k, 1996.
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i vi danh mc sn phm cho vay, c th bao gm rt nhiu sn phm c th ty thuc cch phn chia nh sau
Hnh 3.2: Sn phm cho vay ca ngn hng theo cc cch phn loi khc nhau
Theo loi khch hng: Cho vay khch hng c nhn, khch hng doanh nghip, khch hng t chc Theo thi hn vay: Cho vay ngn hn, trung hn, di hn
Tiu ch phn loi dch v cho vay
Theo tnh cht m bo: Cho vay th chp, cm c, tn chp, bo lnh ca bn th 3. Theo phng php cp tin vay: Cho vay tng ln, theo hn mc, lun chuyn, thu chi. Theo cch thc tr n: Tr mt ln c gc ln li, tr li v gc u nhiu ln trong k, tr li u, gc theo thi hn Theo tnh cht li sut: Cho vay li sut c nh, li sut kh bin, li sut linh hot. Theo loi tin vay: Cho vay bng ni t, ngoi t, vng Theo mc ch s dng: Cho vay tiu dng, cho vay kinh doanh Theo s bn tham gia: Cho vay trc tip, cho vay gin tip thng qua t nhm, cho vay gin tip thng qua nh cung ng..
Ngun: Phan Th Thu H, Gio trnh Ngn hng thng mi, Nh xut bn thng k, 2004.
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Nh vy, danh mc sn phm dch v ngn hng ht sc a dng, phong ph. c bit nhng nm gn y, nhiu loi hnh tn dng, ti khon mi ang pht trin; cc knh giao dch mi nh Internet, th thng minh (Smart) ang c m rng tho mn cc nhu cu dch v ti chnh cho khch hng. Vic tng cng cc sn phm dch v mi ang tr thnh xu hng ca hot ng ngn hng hin i. V c bn, sn phm Ngn hng t c kh nng thay i v i mi mt cch thng xuyn v chng phi tun th nhng quy nh cht ch ca lut php, ca Nh nc v ph thuc vo s pht trin nn kinh t, khoa hc qun l, cng ngh tin hc,... Tuy nhin, mi thay i nh trong sn phm u c tc dng rt ln gy kch thch thu ht s ch ca khch hng, li cun khch hng t quan h vi Ngn hng. Chnh v vy m ngy nay h thng Ngn hng cc nc pht trin, cnh tranh gia cc Ngn hng l vic hon thin v i mi cc dch v cho tho mn nhu cu ngy cng cao ca khch hng. 3.2.2. Phn tch cu trc sn phm ngn hng Cc sn phm dch v ngn hng khc nhau s l tp hp nhng c im, tnh nng khc nhau v tho mn cc nhu cu, mong mun a dng khc nhau ca khch hng. Tuy nhin, mt sn phm dch v ngn hng thng c cy thnh bi ba cp (hnh 4): Hnh 3.3: Cu trc ba cp ca sn phm ngn hng
Sn phm b sung Khuyn mi Biu tng Nhn hiu T vn, h tr Cht lng p ng nhu cu cp thit iu kin Hnh thc
Dch v sau Cung cp
Dch v b sung khc Sn phm hu hnh Sn phm ct li
Mt l, phn sn phm ct li Phn ct li ca sn phm dch v ngn hng thng p ng c nhu cu cp thit (chnh) ca khch hng. V thc cht, l nhng li ch chnh m khch hnh tm kim ngn hng, l gi tr ct yu m ngn hng cn bn cho khch hng.
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V d, mt khc hng gi tit kim v s an ton khi gi tin ti c s ngn hng. Khi cung cp dch v tit kim cho khch hng, ngn hng gip khch hng tho mn cc nhu cu, mong mun trn. Hoc l khi s dng dch v chuyn tin qua ngn hng, khch hng li tm kim li ch l s nhanh chng, an ton. y l nhng gi tr ch yu m khch hng mong i c ngn hng tho mn. Nhim v ca Marketing ngn hng l pht hin ra nhu cu cp thit ca khch hng, t thit k phn ct li ca sn phm dch v sao cho ph hp vi nhu cu chnh yu nht ca khch hng. Hai l, phn sn phm hu hnh Phn sn phm hu hnh l phn c th ca sn phm dch v ngn hng, l hnh thc biu hin bn ngoi ca sn phm dch v ngn hng nh tn gi, hnh thc, c im, biu tng, iu kin s dng. y l cn c khch hng nhn bit, phn bit, so snh v la chn sn phm dch v gia cc ngn hng. Nhiu ngn hng thng mi thng tm cch tng tnh hu hnh ca sn phm dch v nhm to ra s khc bit, tnh c p tng kh nng cnh tranh ca ngn hng trn th trng. Ba l, phn sn phm b sung Phn sn phm b sung l phn tng thm vo sn phm hin hu nhng dch v hay li ch khc, b sung cho nhng li ch chnh yu ca khch hng. Chng lm cho sn phm dch v ngn hng hon thin hn v tho mn c nhiu v cao hn nhu cu, mong mun ca khch hng, to s khc bit so vi i th cnh tranh. Phn sn phm b sung cng l yu t cnh tranh mnh m ca cc ngn hng hin nay v tnh linh hot ca n. S thnh cng ca nhiu ngn hng trn th gii l do b phn Marketing ca h nhn ra c sn phm dch v ph hp vi tng i tng khch hng. T c th thy, sn phm dch v ca ngn hng khng phi ch l nhng thuc tnh c th ca n, m trong thc t nhiu sn phm dch v ngn hng nh t vn, chuyn tin, tn dngkhng xc nh c li ch trc khi s dng, m ch khi s dng n, khch hng mi cm nhn c sn phm nh mt tp hp nhng ch dng tho mn c c nhu cu cn thit v mong mun ca h.
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Do vy, khi trin khai mt sn phm dch v, trc ht cc nh Marketing ngn hng thng phi xc nh c nhu cu ct li ca khch hng m sn phm dch v ngn hng tho mn; to c hnh nh c th ca sn phm dch v kch thch nhu cu mong mun, va lm c s khch hng c th phn bit la chn gia cc ngn hng. Sau , ngn hng cn tm cch gia tng phn ph gia, nhm to ra mt tp hp nhng tin ch, li ch c th tho mn c nhiu nhu cu mong mun cho khch hng tt hn cc i th cnh tranh. V d v vic phn tch mt sn phm ngn hng l th Visa nh sau Hnh 3.4. Phn tch cc cp sn phm ca th Visa.
10-8 10-8
Cc cp sn phm: th Visa
Sn phm y S sang trng u i Hn mc u tin Thanhton C s chp nhn Bo mt Ph dch v Uy tn H thng i l Li sut cho vay
Tn Tndng dng thanh thanhton ton
Biu tng Sn phm thc t Sn phm nng ct
tamlt@neu.edu.vn
3.2.3. Hon thin sn phm dch v ngn hng

Mc d cc thuc tnh c bn ca mt sn phm dch v c xc nh ngay t khi hnh thnh sn phm dch v, nhng duy tr v pht trin, sn phm dch v cn phi c b sung cc thuc tnh mi. Nhng thay i c th thc hin trong giai on u khi sn phm dch v mi thm nhp vo th trng trn c s nhng phn hi ca
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khch hng. Vic hon thin sn phm dch v c thc hin c giai on th 3 v th 4 khi sn phm dch v ang suy thoi nhm ko di tui th ca n. Vic hon thin sn phm dch v c tc dng ln trong c duy tr khch hng c v thu ht khch hng mi, bi s khc bit ca n so vi sn phm dch v ca cc i th cnh tranh. Tuy nhin, vic hon thin sn phm dch v ca ngn hng khng phi to thm cc sn phm dch v mi, m ch l vic to ra nhng phin bn mi trn nhng sn phm hin ti vi nhng tnh nng tc dng mi u vit hn sn phm c. V vy, vic hon thin sn phm dch v ca cc ngn hng hin nay thng tp trung theo hng sau: - Nng cao cht lng sn phm dch v bng vic hin i ha cng ngh, tng cng thit b, phng tin phc v khch hng, i mi phong cch giao dch ca nhn vin. - Lm cho vic s dng sn phm dch v ngn hng tr nn d dng, hp dn hn v em li cho khch hng nhng gi tr v tin ch bng cch hon thin quy trnh, n gin ha th tc nghip v v tng tnh nng ca sn phm dch v, tng cng vic hng dn khch hng v cc quy trnh s dng sn phm dch v, thng tin kp thi cho khch hng v nhng i mi ca sn phm dch v ngn hng, c bit l nhng i mi em li tin ch, li ch cho khch hng. Chng hn, khch hng ca ngn hng ICB khi s dng th thanh ton ca ngn hng c gim gi tr mt s ca hng, hay cho khch hng chi vt s d vi mt hn mc m khng tnh li trong hai tun. - Thay i cch thc phn phi bng vic m ca giao dch ngoi gi hnh chnh, tng cng cc giao dch qua h thng phn phi ngn hng hin i. Vi nhng cch thc trn, cc ngn hng duy tr v m rng khch hng; ng thi nng cao c v th cnh tranh ca sn phm dch v trn th trng. c bit, chng gip cho ngn hng ko di c chu k sng ca sn phm dch v. Chng hn, khi Ngn hng a vo th trng nhng sn phm mi ph hp vi th hiu, nhu cu s dng ca khch hng v c cht lng cao th sn phm s d dng i vo cc knh phn phi v chnh sch xc tin hn hp mi c hiu qu.
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9 Ni dung ca chin lc sn phm: Xc nh danh mc sn phm v thuc tnh sn phm Ngn hng c
nhng bin php hon thin, nng cao cht lng, hiu qu ca nhng sn phm hin c. Ngn hng cn xc nh cc thuc tnh ca sn phm nghin cu v a thm vo cc sn phm cc thuc tnh mi nhm to ra s khc bit vi cc i th cnh tranh v p ng nhu cu khch hng tt hn. Ci to v hon thin sn phm: iu ny rt quan trng v sn phm
Ngn hng c tnh v hnh, qu trnh sn xut v tiu dng din ra ng thi khi c yu cu. Chu k sng ca sn phm Ngn hng cng ging nh sn phm hng ho gm 4 giai on: giai on tung sn phm vo th trng, giai on pht trin, giai on chn mui, giai on suy thoi. Khi sn phm mi a ra, nhiu ngi cha hiu ht cc c im ca sn phm v vy cn phi ci to v hon thin sn phm. Ngi ta thng ci to sn phm giai on 1 v giai on 4 . ci to v hon thin sn phm cn: Nng cao cht lng phc v i mi quy trnh nghip v n gin hn, tit kim hn v
thi gian cng nh cc khon ph. i mi cch thc phn phi B sung c im mi.
y l mt chin lc quan trng nhm duy tr v m rng khch hng. Khi nghin cu v chin lc sn phm, cn quan tm ti vn chu k sng ca sn phm vi nhng c im khc nhau tng chu k.
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Hnh 3.5. : Chu k sng ca sn phm ngn hng

10-1 10-1
Vng i sn phm
Doanh thu Li nhun ($) Doanh s
Li nhun Thi gian Suy thoi
Giai on pht trin SP
Gii thiu
Tng trng
Bo ho
L/ u t ($)
Doanh s v li nhun theo cc giai on ca vng i sn phm
tamlt@neu.edu.vn
Chu k sng ca sn phm dch v ngn hng i qua bn giai on khc nhau, mi giai on a n nhng thch v li nhun khc nhau, ng thi, cng i hi cch thc s dng k thun Marketing khc nhau. Hnh 3.6. : Cc chin lc cn thc hin i vi mi giai on ca vng i SP
10-24 10-24
Vng i sn phm v chin lc Marketing

Gii Gii thiu thiu Tng ng Tng tr tr ng Bo Bo ho ho Suy Suy thoi thoi
Chin lc:
Tuyn Tuyntruyn truynv vli lich chsn snphm phm

Chin lc:
Marketing Marketingnhn nhnhiu hiu

Chin lc:
Xc i Xctin tinbn bnhng, hng,ng ng isd sdmi mi

Chin lc:
Duy Duytr, tr,thu thuhoch, hoch,or orloi loib b
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c th ti u ha cc dch v vic u tin cn phi nghin cu l cc giai on ca chu k ca sn phm, th hai l cn phi hiu v qu trnh a cc sn phm mi ra th trng. Nh bt k mt hng ha thng thng no, sn phm ca ngn hng bao gm giai on a sn phm ra th trng, giai on pht trin ca sn phm, giai on chn mui ca sn phm v giai on thoi tro.
3.2.5. Pht trin sn phm dch v mi

Pht trin sn phm dch v mi l ni dung quan trng nht ca chin lc sn phm ngn hng, bi sn phm dch v mi s lm i mi danh mc sn phm kinh doanh, tng cng kh nng cnh tranh ca ngn hng - yu t quyt nh n s tn ti v pht trin ca ngn hng trong mi trng cnh tranh. a. Sn phm dch v mi C th hiu sn phm dch v mi l nhng sn phm dch v ln u tin c a vo danh mc sn phm kinh doanh ca ngn hng. Theo cch hiu ny, sn phm dch v mi ca ngn hng c chia thnh 2 loi: Th nht, sn phm dch v mi hon ton l nhng sn phm dch v mi i vi c ngn hng v th trng. Khi a ra th trng loi sn phm dch v ny, ngn hng khng phi i mt vi cnh tranh nn c th em li ngun thu nhp ln cho ngn hng. Tuy nhin, ngn hng thng phi ch ng trong vic a ra cc bin php hn ch nhng ri ro trong u t vn ln, thiu kinh nghim v khch hng cha quen s dng sn phm dch v mi. Th hai, sn phm dch v mi v chng loi (sn phm sao chp) l sn phm dch v ch mi i vi ngn hng, khng mi vi th trng. Loi sn phm dch v mi ny c s cnh tranh trn th trng. Thu nhp tim nng c th b gim do sn phm dch v b cnh tranh. Tuy nhin, pht trin sn phm dch v mi loi ny ngn hng c th tn dng c li th ca ngi i sau, v vy s trnh c nhng sai lm ca ngi i trc. V vy, pht trin loi sn phm dch v mi ny c coi l trng tm ca xu th pht trin sn phm dch v mi trong cc ngn hng hin nay.
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Pht trin sn phm mi: l c s Ngn hng chim lnh th trng,
tng tin cy, tng doanh s v tng li nhun. Sn phm mi y c hiu l sn phm ln u tin xut hin trong danh mc sn phm ca Ngn hng. Sn phm mi c th l mi i vi Ngn hng v vi ton b th trng (sn phm mi hon ton) hoc l mi i vi Ngn hng (sn phm mi v chng loi). Sn phm mi hon ton c kh nng gia tng thu nhp trong tng lai song li i hi mc u t, vic p dng cng ngh mi cao hn nhiu v c bit l Ngn hng phi bc chn vo mt vn h cha c kinh nghim. Tuy nhin, i vi lnh vc Ngn hng, sn phm mi l rt him, cho nn sn phm mi v chng loi i vi Ngn hng gi vai tr chnh trong pht trin sn phm mi. Hnh 3.7.: Qu trnh pht trin sn phm mi trong ngn hng
10-31 10-31
Qu trnh pht trin sn phm mi

Chin lc Marketing Pht trin khi nim v kim tra Phn tch kinh doanh
Pht trin sn phm
Chn lc
Kim nghim Marketing
To ra tng
Thng mi ho Sn phm
tamlt@neu.edu.vn
a ra sn phm mi l vic quan trng ca Marketing n ph thuc vo trnh ca cc cn b Ngn hng v vn ca Ngn hng. V d a dch v mi l cn thit b sung cho dch v sn c. Bc 1: Xy dng chin lc sn phm dch v mi bo m s thnh cng ca vic pht trin sn phm dch v mi, cc ngn hng thng tin hnh t chc mt cch cht ch, c h thng c th phi hp c
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tt c cc ngun lc ca ngn hng vo vic thc hin mc tiu pht trin sn phm dch v mi. Ni dung c bn ca chin lc l xc nh cc mc tiu pht trin sn phm dch v mi, nh hng cho vic hnh thnh cc tng pht trin sn phm dch v mi v xc nh ni dung ca sn phm dch v mi. Bc 2: Hnh thnh tng Vic sng to ra cc tng mi cho pht trin sn phm dch v ngn hng ht sc phong ph, a dng nhng v cng kh khn, v c th c hnh thnh t trong hoc ngoi ngn hng. Trong ngn hng, cc nhm c trch nhim hnh thnh tng ban u v sn phm dch v mi. tng hnh thnh sn phm dch v mi c th xut pht t cc nhn vin nghip v c kinh nghim trong qu trnh giao dch vi khch hng, hoc t kt qu ca nghin cu th trng v cc thng tin thu nhp t khch hng; c th c hnh thnh t cc ngun bn ngoi ngn hng thng qua vic thu nhp tng ca cc t chc pht trin sn phm mi, hoc hc tp t kinh nghim ca cc ngn hng, thm ch c th sao chp cc tng sn phm dch v ca cc ngn hng trong v ngoi nc. To ra tng l vn khi u cho vic pht trin sn phm mi. Hnh 3.8.: Quy trnh to ra tng cho pht trin sn phm ngn hng
To ra tng
Lin kt St nhp Chuyn giao Chnh sch quc gia Tm kim trc tip
10-32 10-32
Sng kin cng ngh
Cc phng php To ra tng mi
Nghin cu tm kim khch hng Ti tr cho ngi tiu dng phn tch
Cc phng php sng to
Ni marketing v cng ngh
TM 8-6 tamlt@neu.edu.vn
Bc 3: La chn tng
tng v sn phm dch v mi phi ph hp vi chin lc sn phm ca ngn

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hng v phi thc hin c cc mc tiu nh nng cao hnh nh, tng kh nng cnh tranh ca ngn hng, phi hp dn i vi mt on th trng no v em li li nhun cho ngn hng. xem xt xem tng sn phm dch v mi c p ng c cc mc tiu t ra hay khng, ngn hng thng tin hnh nh gi, la chn cc tng. Vic la chn tng pht trin sn phm dch v mi c cc ngn hng thc hin mt cch cht ch thng qua vic nh gi, xp hng cc tng theo nhng tiu chun nht nh. Trn c s , ngn hng la chn nhng tng ph hp vi nhu cu ca c khch hng v kh nng thc t ca ngn hng m bo tnh kh thi ca n. Bc 4: Trin khai v kim nh
tng pht trin sn phm dch v ngn hng mi c la chn phi c th v

vic pht trin cc c im, thuc tnh ca sn phm dch v, nht l pht trin cc sn phm dch v mi phi to ra s khc bit so vi sn phm dch v ca i th cnh tranh. m bo hiu qu ca sn phm dch v mi, ngn hng thng tin hnh th nghim v kim nh sn phm dch v mi trn mt nhm khch hng v th trng, qua nm c phn ng ca khch hng v th trng. T , ngn hng ch ng iu chnh cho ph hp, trc khi tung sn phm dch v mi vo th trng. Tuy nhin, trong lnh vc ngn hng, hot ng kim nh thng c thc hin mt cch b mt, trong thi gian ngn, bi vic kim nh thng bo ng cho i th v thm ch tng v sn phm dch v mi c th d dng b sao chp, bt chc nhanh chng. Bc 5: Tung sn phm dch v mi vo th trng Sau khi th nghim v kim nh cc nh Marketing thng nh gi kh nng thnh cng ca sn phm dch v mi, trn c s s quyt nh tung sn phm dch v vo th trng. y l giai on cui cng ca pht trin sn phm dch v mi. Tung sn phm dch v mi vo th trng l giai on quan trng nht. Tung sn phm dch v mi vo th trng l giai on quan trng nht, v n l s kim nh tht s v kt qu ca vic pht trin sn phm dch v mi ca ngn hng trn th trng.
36
Nhng bi hc sau c c kt t nhng thnh cng v tht bi trong vic pht trin sn phm mi. S trn tr v quyt tm ca NH i vi vic cho ra i mt sn phm mi. C tm nhn di hn v trin vng th trng trong tng lai. nh hng mang tnh quc t trong thit k sn phm, pht trin sn phm v xc nh th trng S phi kt hp cht ch gia cc phng ban trong ngn hng, Cu trc ca t chc hp l, mi trng thun li, Nhng nh sng ch thnh cng bit lng nghe kin khch hng: Nhn mnh n s hon thin v cht lng ca sn phm, Sn phm nhm vo th trng mc tiu hp dn Ti lnh o ca ngi ng u v cc bin php qun l theo st qu trnh nghin cu: Vic a ra nhiu loi sn phm dch v Ngn hng to ra cc kh nng khc nhau trong k hoch chim lnh th trng. K hoch ho khi lng tiu th v li nhun. Qu trnh pht trin sn phm mi khng c i lp vi cc mc tiu Ngn hng ra. Vic nghin cu sn phm mi cng phi t c s ph hp hon ton gia sn phm dch v vi c im d nh trong tng. Trong giai on th nghim khng nn nh gi qu cao i vi sn phm mi phi lm sao cho Khch hng c s ng cm v cht lng tin tng rng sn phm l thc s cn thit. V vy vic a sn phm mi thng tn km nhiu chi ph nn cn phi thc hin dn dn khng lm bo ho th trng bi mt s lng ln cc sn phm mi.
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Phn IV. Chin lc phn phi
4.1. Phn loi knh phn phi ca ngn hng

Cn c vo thi gian hnh thnh v trnh k thut cng ngh, ngi ta c th phn chia h thng knh phn phi ca ngn hng thnh hai loi: 4.1.1. Knh phn phi truyn thng Knh phn phi truyn thng ra i cng vi s ra i ca ngn hng c im ch yu ca loi knh phn phi ny l hot ng ca n ch yu da trn lao ng trc tip ca i ng cn b nhn vin ngn hng. H thng knh phn phi ca ngn hng bao gm a. Chi nhnh Chi nhnh l loi knh truyn thng gn vi cc tr s v h thng c s vt cht ti nhng a im nht nh. c bit l vic cung ng sn phm dch v ngn hng ch yu thc hin bng lao ng th cng ca i ng nhn vin ngn hng. V vy, nn s dng loi knh phn phi ny thng i hi phi c i ng nhn vin ng v khch hng phi n giao dch trc tip ti tr s hoc ti quy giao dch ca chi nhnh. Do , bn c nhiu sn phm dch v v chim lnh c th phn ln, cc ngn hng thng pht trin mng li chi nhnh rng khp, v lun sn sng cung ng sn phm dch v cho khch hng. Thc t cho thy, nhiu ngn hng c mt h thng cc mng li chi nhnh ln, hot ng rng khp trong th trng quc gia v quc t v mi ngn hng u c mt s lng ln cc chi nhnh (bng 6,7,8). Bng 4.1.: Mng li chi nhnh ca NHTM Anh t nm 1983 -1993 Tn ngn hng 1983 Giro Bank National Westminster Barclays Lloyds Milan 22.301 3.226 2.912 2.276 2.345 S lng chi nhnh 1993 19.958 2.545 2.119 1.860 1.713
Ngun: Marketing dch v ti chnh - Hc vin Ngn hng - 1999
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Sau y l thc trng chi nhnh ca cc TCTD Vit Nam Bng 4.2.: Mng li chi nhnh ca h thng cc t chc tn dng Vit Nam nm 2006 Loi hnh t chc - NHTM Nh nc - Qu tn dng nhn dn - NHTM C phn - Chi nhnh ngn hng nc ngoi - Vn phng i din ngn hng nc ngoi - Ngn hng lin doanh - Cng ty ti chnh Ngun: Ngn hng nh nc Vit Nam Chi nhnh ca cc ngn hng c th c t chc theo kiu: Chi nhnh cung cp y mi dch v ngn hng; chi nhnh ch cung cp mt s loi sn phm dch v c th. Ngoi ra, cn c loi chi nhnh ch cung cp mt loi sn phm nh cc Qu tit kim hay bn thu i ngoi t. Chi nhnh cung cp mi sn phm dch v ngn hng l h thng cung ng sn phm dch v ch yu ca ngn hng trc nhng nm 70 ca th k 20. H thng chi nhnh c nhng u, nhc im chnh sau: - u im: + H thng knh phn phi kiu chi nhnh c tnh n nh tng i cao; + Hot ng ca h thng chi nhnh tng i an ton, d dng to c hnh nh ca ngn hng i vi khch hng; + Chi nhnh thng d dng trong vic thu ht khch hng v tho mn c nhng nhu cu c th ca khch hng. - Nhc im: + Hot ng ca ngn hng th ng v lun lun phi ku gi khch hng n giao dch ti ngn hng; + Chi ph u t xy dng vn phng, tr s giao dch ln v i hi phi c S lng chi nhnh 6 918 38 26 70 5 6
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khun vin rng, thun tin trong giao dch; + Vn hnh knh phn phi loi ny ch yu bng sc lao ng ca con ngi nn i hi phi c lc lng nhn vin nghip v ng o v i ng cn b qun l tt; + Knh phn phi truyn thng b hn ch ln v khng gian v thi gian trong giao dch gia ngn hng v khch hng. b. Ngn hng i l a sn phm dch v n vi khch hng, ngoi knh phn phi l cc chi nhnh, ngn hng s dng h thng phn phi sn phm dch v thng qua ngn hng i l. Phn phi s dng dch v thng qua ngn hng i l thng p dng i vi nhng ngn hng cha c chi nhnh, do cha c php hoc cha iu kin thnh lp hoc nu nu m thm chi nhnh hiu qu s khng cao. Do , ngn hng thng thng qua mt ngn hng c tr s ti a im kinh doanh lm i l v mt nghip v no v ngn hng i l c hng hoa hng nh i l thanh ton, i l chuyn tin, sc du lch y cng l mt trong cc loi knh phn phi c xu th pht trin cng vi xu th ton cu ha th trng ti chnh th gii. 4.2.2. H thng knh phn phi ngn hng hin i Knh phn phi hin i ra i trn c s tin b khoa hc k thut, c bit l ng dng cc thnh tu ca cng ngh thng tin trong lnh vc ngn hng. S dng cng ngh thng tin trong phn phi ca ngn hng c hai loi: - S dng cng ngh nhm b sung chc nng cho mt chi nhnh. V d s dng cc loi my phc v cho giao dch vi khch hng nh my m tin, my ct sc, my xp hng in t - Cng ngh to ra nhng phng thc phn phi mi thay th hoc hon thin h thng phn phi truyn thng nh my rt tin t ng (ATM), chuyn tin in t ti ni giao dch (EFTPOS), ngn hng phc v ti nh (Home - Banking), ngn hng in thoi (Phone - Banking), ngn hng qua mng (Internet - Banking) Vic p dng cng ngh mi h tr cho hot ng ca mng li chi nhnh. V vy, khi lng hot ng kinh doanh ngn hng tng ln ng k. c bit, nhng nm cui ca th k 20, cng ngh ngn hng pht trin v tr thnh knh phn phi
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hin i. Do vy, n tng u th cnh tranh v kh nng gia nhp vo nn ti chnh ton cu. in hnh l cc ngn hng ln ca Anh, M, Nht Bn u t khi lng vn ln vo vic pht trin h thng phn phi ngn hng hin i, to nn sc mnh cnh tranh v vic cung cp sn phm dch v ngn hng trn phm vi ton cu. H thng phn phi ngn hng hin i bao gm: a. Cc chi nhnh t ng ha hon ton Loi knh phn phi ny c c im l hon ton do my mc thc hin, di s iu khin ca cc thit b in t; c ngha l vic cung ng sn phm dch v cho khch hng do ngi my m nhn, khch hng giao dch vi ngn hng thng qua h thng my khng phi tip xc trc tip vi nhn vin ngn hng. Cc chi nhnh t ng hon ton mi ch c p dng th im tih mt s ngn hng ln cc quc gia pht trin nh c, M Chi nhnh t ng ha hon ton c nhng u th to ln v chi ph giao dch v chi ph nghip v ngn hng thp, tc thc hin nghip v nhanh, khng cn tr s ln, p ng nhu cu a dng ngy cng cao ca khch hng. b. Chi nhnh t nhn vin Chi nhnh t nhn vin c v tr quan trng trong h thng phn phi ca ngn hng. Tn s s dng chng khng ngng tng ln v ph hp vi khch hng v chi ph thp, nht l cc "Chi nhnh ngn hng lu ng" c s dng kh rng ri. c. Ngn hng in t (E- Banking) Mt trong nhng ng dng c hiu qu cng ngh thng tin vo lnh vc phn phi ngn hng in t. Ngn hng in t c coi l phng thc phn phi cc sn phm dch v v thanh ton thng qua ng in thoi hoc my tnh. Hin nay c nhiu ngn hng, nht l ngn hng cc nc pht trin ang s dng ph bin ngn hng in t hay "ngn hng o" cung cp cho khch hng nhiu tin ch, tit kim thi gian, gim chi ph v hot ng c mi lc, mi ni. Ngn hng in t l xu hng pht trin ca h thng knh phn phi ngn hng th k 21. Ngn hng in t c hiu l m hnh ngn hng cho php khch hng truy nhp t xa n ngn hng nhm: thu thp thng tin: Thc hin cc giao dch thanh ton, ti chnh da trn cc ti khon lu k ti ngn hng; s dng cc sn phm dch
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v mi. Ngn hng in t l h thng knh phn phi pht trin da trn c s s dng cng ngh thng tin hin i vo vic t chc cung ng sn phm dch v ngn hng. C ch hot ng ca ngn hng in t mang tnh c lp. Cc giao dch in t c thc hin thng qua cc phng tin giao dch in t bao gm: My thanh ton ti im bn hng(EFTPOS - Electrocnic Funds Transfer at Point Of Sale)
Cc thit b vi tnh c trang b trong siu th v ca hng cho php khch hng thanh ton mt cch nhanh chng hng ha dch v thng qua h thng in t. H thng ny c t ti cc im bn l ngi mua la chn hng v a th vo my kim tra. Th c chuyn qua u c v tr gi hng mua c ghi vo my tnh. Khch hng xc nhn giao dch bng cch bm m s c nhn hay k phiu mua hng. Ti khon tin gi ca khch hng s c t ng ghi N v ti khon ca nh bn l s c ghi C tng ng. Ngoi vic gim ti thiu tin mt lu thng, h thng ny cn gim vic s dng cc loi ha n, chng t. My rt tin t ng (ATM - Automatic Tellers Machine): Mt my ATM bao gm mt cng ni my tnh, mt h thng lu gi thng tin tin mt, cho php khch hng truy cp vo h thng s sch k ton ca ngn hng bng mt tm th nha trong cha m s nhn dng c nhn (PIN) hay bng vic nhp m s c bit vo mt my tnh thanh ton c ni mng vi h thng my tnh hot ng 24/24 gi ca ngn hng. Mi ln truy cp vo h thng my tnh ca ngn hng, vic rt tin c th c thc hin ti mt mc gii hn ti a xc nh. Khch hng c th yu cu thng tin v s d tin gi, v cn i ti khon. u, nhc im ca my ATM c ch r trong bng sau:
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Bng 4.3: u, im ca my ATM u im - Gim chi ph in n cc loi giy t, phc v thanh ton; - M rng c s cho hot ng ngn hng, p ng nhu cu thun tin cho khch hng, tng doanh s; - To u th cnh tranh, tng hnh nh ca ngn hng; - Gim lng tin mt c s dng. Nhc im - Tng chi ph lp t, vn hnh; - e do s an ton; - Li k thut h thng; - Mi quan h trc tip gia khch hng v ngn hng b hn ch.
Cc ngn hng
Cc nh bn l
- Tng cng mi quan h vi ngn hng; - Gim thi gian kim tra, i chiu; - Lu tr thng tin v ti khon nhanh hn; - Tng hnh nh ca nh bn l.
- An ton; Cc khch - Tit kim thi gian, chi ph; hng - Thun tin
- Rt d tiu qu mc; - Cc li k thut c th gp phi.
Pht trin h thng my ATM dn dn thay th vic phc v trc tip cc dch v hng ngy v thanh ton tin mt, sc ca cc nhn vin. V vy, h s c thi gian nhiu hn cho bn nhng dch v khc v p ng cc nhu cu c bit ca khch hng Bng 4.4. : S pht trin h thng my ATM ca cc NHTM Anh Tn ngn hng National Westminter Lloyds Barclays Bidland Royal Bank of Scotland Nm 1993 1.304 1.535 683 703 203 Nm 2003 2.815 2.463 2.805 1.938 406
Ngun: Marketing dch v ti chnh - Hc vin Ngn hng

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Ngoi hai loi my trn ang c s dng rng ri, hin nay mt s ngn hng trn th gii cn s dng cc loi my t ng khc nh: my cho vay t ng, my t phc v Thc t, h thng phn phi t ng gip cc ngn hng gim chi ph ng k. Theo s liu thng k ti ngn hng M, chi ph bnh qun 1 nm cho mt chi nhnh thc hin nhng nghip v m khng trang b my ATM ht 1.000.000 USD, cn cc chi nhnh c trang b my ATM, chi ph ch l 30.000 USD. Ngn hng qua in thoi (Telephone -Banking). Loi ngn hng ny tin hnh cc giao dch gia ngn hng v khch hng qua in thoi (phone hoc mobilephone). Thng qua cc nhn vin trc hay thng qua cc "Hp th thoi", ngn hng cung cp cc thng tin v hot ng ca khch hng ti ngn hng nh s d ti khon, sao k ti khon, cc thng tin v t gi, li sut, thm ch c cc thng tin c tnh cht t vn, chi tr cc phiu tr tin, chuyn tin, vay tiu dng Telephone - Banking ang tr nn ph bin cc nc pht trin v l xu hng la chn trong cc gii php thit thc pht trin h thng phn phi hin i ca cc ngn hng hin nay. "Siu th" ti chnh. "Siu th" ti chnh l h thng cung ng tt c cc dch v ti chnh nh dch v ngn hng, u t, trung gian mi gii, bo him h thng ny pht sinh khi ngn hng tm kim kh nng m rng lnh vc hot ng ca mnh. Ngn hng qua mng (Internet - Banking) Tu theo s m rng ca mng ngn hng m ngi ta chia ngn hng qua mng ra lm hai loi; - Ngn hng qua mng ni b (mng LAN): Theo mc hon thin h thng phn phi, cc ngn hng ngy cng s dng mnh m cng ngh tin tin p ng c nhng nhu cu ngy cng cao ca khch hng. Trong cuc chin v khch hng, cc ngn hng phc v khch hng ngy cng chu o hn n mc khch hng khng cn phi ra khi nh hay vn phng v cng khng cn n ngn hng m vn thc hin c cc giao dch vi ngn hng. H thng ny hot ng da trn c s
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khch hng c ti khon ti ngn hng, c my tnh c nhn ni mng vi ngn hng v ng k thu bao vi ngn hng c cp m s truy nhp v mt khu. Vi dch v ny, khch hng c th truy cp vo my ch ca ngn hng thc hin cc giao dch: Trch chuyn tin vo ti khon, vay, chi tr hi phiu, mi gii, bo him mua hng, thc hin cc nghip v vi ngi t hng. thu ht khch hng, h thng ny cn cung cp thng tin cp nht v a dng v s d, vic s dng ti khon ca khch hng v c cc thng tin v qung co hng ha, dch v, tin tc, cc th co c bit v c nhng thng tin c tnh cht gii tr - Ngn hng qua mng Internet: Mt loi hnh ngn hng qua mng cp cao hn l ngn hng qua mng Internet. S dng h thng ny, khch hng ch cn s dng my tnh c nhn ni mng Internet l c th giao dch c vi ngn hng m khng cn phi n ngn hng. Mi trang ch ca ngn hng trn Internet c xem nh mt ca s giao dch. Ngoi chc nng kim tra ti khon, khch hng ca ngn hng cn c th s dng hng lot dch v trc tuyn khc nh vay, mua hp ng bo him, u t chng khon, chuyn ngn t ti khon ny sang ti khon khc, m ti khon mi Thc hin dch v ny, ngn hng s thay khch hng thanh ton v tr ph dch v thng qua ti khon ca khch hng ti ngn hng. Mi giao dch nh chuyn tin, m th tn dng (L/C) cho hp ng mua bn gia cc nh xut nhp khu, m th bo lnh u c th thc hin trc tuyn trn mng Internet. Khch hng khng phi n ngn hng m vn c th thc hin c cc giao dch thng qua chng trnh do ngn hng ci t ti gia nh hay vn phng ca khch hng. So vi cc giao dch thng thng, giao dch ngn hng trn mng c kh nhiu u im nh chnh xc cao, tit kim c nhiu thi gian do cc lnh c thc hin t ng trn mng t u n cui, trnh c s trng lp cng vic. Khch hng c th thc hin vic kim tra ti khon hay thanh ton qua ngn hng 24/24 gi m khng ph thuc vo thi gian lm vic ca ngn hng. Khch hng cng c th giao dch vi ngn hng t mi ni trn th gii ch bng mt chic my tnh c nhn ni mng Internet. Nh vy, ngn hng qua Internet s khc phc c kh khn v mt khng gian v thi gian. V pha ngn hng, Internet - Banking gip tit kim
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c chi ph do khng phi lp qu nhiu chi nhnh, nhn s li gn nh hn, v c th phc v c mt khi lng ln khch hng, t chi ph cho mt khch hng gim i ng k. Ngoi nhng thun tin k trn, ngn hng qua mng Internet cng cn nhng mt hn ch. Nu ngn hng bo mt cho khch hng khng tt th ti khon ca khch hng rt d b k khc xm nhp v thc hin nhng giao dch gy tn hi. Ngoi ra, nu mng hot ng ca ngn hng hoc khch hng gp trc trc th cc giao dch cng s b nh tr.
4.4. Xu hng pht trin ca knh phn phi ngn hng

Nghin cu qu trnh pht trin ca h thng phn phi ngn hng, c bit h thng phn phi ngn hng ti M v mt s quc gia Chu u c m t trong hnh 20: Hnh 4.1: Xu hng pht trin ca cc knh phn phi ngn hng
% V giao dch 100 90 70 50 30 10 1960 1970 1980 1990 2000 Tr s Chi nhnh Ngn hng t ng Ngn hng in t
Thi im
Nh vy, xu th pht trin chung ca h thng phn phi ngn hng l cc knh phn phi truyn thng ang thu hp li v cc knh phn phi hin i ang m rng v thay th dn cc knh truyn thng. Tuy nhin, ti mi quc gia, tu thuc vo iu kin c th tng thi im khc nhau, vic pht trin h thng phn phi c khc
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nhau. 4.5 La chn knh phn phi Mt h thng knh phn phi hp l ca ngn hng phi m bo nhng yu cu c bn sau: - Thun tin cho khch hng trong qu trnh giao dch v tip cn vi ngn hng; - Ph hp vi phm vi, quy m hot ng ca ngn hng c trong hin ti v tng lai; - To c sc mnh cnh tranh ca ngn hng; - Ph hp vi m hnh t chc ca ngn hng. H thng cung ng dch v ngn hng rt a dng, khc nhau v mc trang b, loi dch v cung ng, phng tin cung ng v c mc tha mn nhu cu ca khch hng. Vic a dng h thng cung ng to iu kin hnh thnh nhiu phng php la chn, b tr knh cung ng sn phm dch v ngn hng. i vi nhng ngn hng c tim lc, hot ng trn khu vc thun li tt nhin s la chn h thng cung ng da vo h thng thng tin lin lc hin i, in t, in thoi, Internet. iu ny cho php h ph kn, m rng cc dch v ca mnh trn cc th phn chn. Tuy nhin, ch vi h thng cung ng nh vy cng kh c th m rng c tt c cc sn phm dch v ca ngn hng. Bi l nhiu sn phm dch v ngn hng ch c th cung ng c vi iu kin c s hin din ca c khch hng, nhn vin v a im c th. V th, ngn hng cn phi s dng h thng cung ng da vo cc chi nhnh. Cc chi nhnh c th cung cp y cc sn phm dch v ngn hng, hoc ch cung cp mt s sn phm dch v ngn hng. y l vn cn ch trong la chn knh phn phi ca ngn hng. gip cc nh qun l ngn hng c quyt nh chnh xc trong la chn knh phn phi, b tr sp xp cc chi nhnh, trc tin, b phn marketing ngn hng phi nh gi c hot ng ca ngn hng trn c s cc tiu thc: - S lng khch hng, c bit l s lng khch hng tim n, bao gm c khch hng c nhn v khch hng Cng ty. - Xc nh mc cnh tranh, bao gm s lng cc i th v c im ca
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tng i th, nht l nhng i th mnh. - a im m chi nhnh phi trung tm vng hot ng. Vng hot ng ca ngn hng c th chia thnh 3 khu vc: + Khu vc 1 l ni c 70% khch hng, s khch hng ny gn v thng xuyn giao dch vi ngn hng, t cn n sn phm dch v ca ngn hng khc. + Khu vc 2 l khu vc c t 25 - 30% khch hng. Cc khch hng ny xa hn, v vy h khng s dng sn phm dch v ca ngn hng ny m cn s dng c sn phm dch v ca ngn hng khc. + Khu vc 3 l khu vc c phm vi rng hn. Cc khch hng vng ven, h khng s dng thng xuyn sn phm dch v ca ngn hng ny. Tip theo, b phn Marketing cn phi nh gi xem ni m chi nhnh c em li nhiu thun tin cho khch hng khng, v cng xem ni m chi nhnh c nm trong khu vc th nht ca i th cnh tranh hay khng. Sau cng l vic nh gi tim nng ca chi nhnh d nh m theo cc tiu thc: - S cn thit v phn hp i vi cc sn phm dch v m ngn hng cung ng. - S ph hp vi c im, nhu cu v mong mun ca khch hng. - Mc cnh tranh. Nh vy, tim nng ca chi nhnh c xc nh l gi tr ca vng c chn v l tiu ch a ra la chn cui cng. Gi tr ca vng c xc nh bi gi tr k vng v nhu cu hng nm ca khch hng v sn phm dch v cung ng ti a im chn. Nhu cu sn phm dch v hng nm ca khch hng c tnh nh sau: MNHCDVN = SK x %K x MNHDVN1 MNHCDVN: Nhu cu sn phm dch v hng nm SK: S lng khch hng trong vng %K: T l khch hng s dng sn phm dch v ca ngn hng. MNHDVN1: Nhu cu hng nm v sn phm dch v tnh n trn mt khch hng. Do vy, cc nhn vin ca phng Marketing c th nh gi c mt cch tng i chnh xc v tim nng ca mt chi nhnh, gi tr ca vng hot ng d kin ca ngn hng. T , ngn hng s c quyt nh la chn a im tt nht cho vic m
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chi nhnh. Mt thc t l cc ngn hng hin nay ang hot ng trong mi trng cnh tranh ngy cng gia tng, s pht trin mnh m ca cng ngh ngn hng v kh nng gim li nhun ang e da i hi h phi c nhiu cch thc trong vic la chn mt h thng cung ng ph hp, trnh m rng nhiu chi nhnh. Thay vo l vic pht trin h thng cung ng sn phm dch v ngn hng hin i da trn nn tng cng ngh thng tin tin tin. Chin lc phn phi sn phm Ngn hng c Ngn hng tin hnh bng h thng phn phi, n bao gm tt c cc knh phn phi. Knh phn phi l cng c gip phn phi sn phm v giao tip vi th trng rt hiu qu. N l s kt hp mt s bin php bn trong v bn ngoi Ngn hng trong nhng hot ng c t chc cung ng mt hay mt nhm sn phm ti khch hng mc tiu. Cc knh phn phi ch yu l: Vic a dng ho h thng cng to iu kin hnh thnh nhiu phng php b tr cc im cung ng sn phm Ngn hng. Cc Ngn hng mi tham gia vo th trng ti chnh khng c mng li chi nhnh s da vo cc thng tin lin lc, bng in t bng bu in. + Ni m chi nhnh phi trung tm vng hot ng ca chi nhnh c th chia thnh 3 khu : - Khu th nht : n 70% tng Khch hng (Khch hng sng v lm vic gn chi nhnh, t cn dch v Ngn hng khc) - Khu th hai : chim 25 -30% tng Khch hng (nhng Khch hng nn thng s dng dch v Ngn hng khc) - Khu th ba : chim t l nh, thng l Khch hng khng s dng thng xuyn dch v Ngn hng. Ni m chi nhnh phi thun li cho vic tip cn Khch hng gn trung tm thng mi ln... V xem n c trong khu vc th nht ca i th cnh tranh hay khng. Tm li, khi bit tim nng ca chi nhnh, gi tr vng hot ng d kin,
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ngi lm Marketing Ngn hng c th nh gi kh chnh xc la chn a im tt nht chi nhnh nh m. Phn V: Chin lc gi c
5.1. c im ca gi v nh gi sn phm dch v ngn hng

Ngoi nhng im chung nh gi ca tt c cc sn phm dch v ti chnh khc, gi ca sn phm dch v ngn hng cn c nhng c im ring: Th nht, Gi sn phm dch v ngn hng mang tnh tng hp kh xc nh chnh xc chi ph v gi tr i vi tng sn phm dch v ring bit. Bi khi khch hng gi tin vo ti khon ti ngn hng, khon tin ny c gi tr l mt khon tit kim ng thi khch hng c th s dng cc dch v khc ca ngn hng nh thanh ton, chuyn tin. V vy, uy tn, hnh nh ca ngn hng cng nh gi c li l yu t tc ng rt ln n quyt nh mua ca khch hng. Cho nn, ngn hng phi quan tm ng b c v qun l cht lng dch v, xc nh gi hp l v xy dng hnh nh ca ngn hng. Gi c c coi l b phn quan trng ca hot ng Marketing ngn hng. ng thi, ngn hng thng tng hp cc gi tr s dng ca sn phm dch v trong nh gi to s khc bit v nng cao kh nng cnh tranh ca ngn hng. Th hai, gi sn phm dch v ngn hng c tnh a dng, phc tp. Cng do tnh a dng v phc tp ca sn phm dch v ngn hng nn ngn hng c nhiu cch nh gi khc nhau cho nhng sn phm dch v khc nhau. i vi mt sn phm dch v, ngn hng c th s dng kt hp nhiu phng php nh gi v cch thc thc hin gi khc nhau cho cc nhm khch hng khc nhau. Th ba, gi ca sn phm dch v ngn hng c tnh nhy cm cao. Bi gi sn phm dch v ngn hng l kt qu tng hp ca nhiu yu t cu thnh v cc yu t ny rt a dng v thng xuyn thay i. iu ny dn n vic xy dng v iu hnh chnh sch gi ca ngn hng thng linh hot ph hp vi tnh cht c im hot ng kinh doanh ngn hng nh i vi nhng sn phm dch v c mc ri ro khc nhau vic nh gi cng khc nhau, gi sn phm dch v vo cc thi im khc nhau cng khc nhau, gi ca cng mt sn phm dch v nhng c cung cp ti cc ngn hng khc nhau cng khc nhau.
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5.2. Cc kiu gi sn phm dch v ngn hng

Hin nay cc ngn hng thng s dng ba kiu gi ph bin l: gi c nh, gi ngm v gi chnh lch. Gi c nh (expilicit price): l cc mc li, ph hay hoa hng m khch hng phi tr khi s dng cc sn phm dch v ngn hng theo t l nht nh v c ngn hng quy nh c th. V d: Ngn hng thng mi C phn Chu (ACB) quy nh: k t ngy 04/12/2000 nu khch hng chuyn tin qua ngn hng s phi tr cho ngn hng 0,06% (ti thiu l 30.000 VND v ti a l 650.000 VND). Gi ngm (implicit price): l cc loi gi m khch hng hay ngn hng c nhn hay phi tr khc vi mc c cng b cng khai. N tu thuc vo cch thc tnh, quy nh ca ngn hng, v d nh Ngn hng u t v Pht trin Vit Nam pht hnh tri phiu vi li sut cng b l 6%/nm nhng theo hnh thc tr trc. Nh vy, thc cht l khch hng c hng li sut l 6,4%/nm. Hay vic mt s ngn hng min ph cho khch hng trong vic s dng th thanh ton, nhng trn ti khon lun phi c s d v ngn hng khng tr li cho s d tin gi trn ti khon . Gi chnh lch (spread pricing): l mc chnh lch gia gi mua v gi bn ca sn phm dch v. V d, Ngn hng Ngoi thng Vit Nam cng b t gi ng USD ngy 06/11 l mua vo 15.000 VND/USD v bn ra 15.050 VND/USD. Nu mt khch hng va mua va bn ng USD cho ngn hng th ch nhn c 99,67% cn 0,03% chnh l gi chnh lch.
5.3. Xy dng chin lc gi ca ngn hng

5.3.1. Cc cn c xc nh gi sn phm dch v ngn hng nh gi l cng vic quan trng trong xy dng chin lc Marketing hn hp ca ngn hng. Khi xy dng chnh sch gi cc ngn hng thng phi da trn nhng cn c sau: Th nht, chi ph l cc ngun lc m ngn hng phi b ra duy tr s hot ng v cung cp sn phm dch v cho khch hng. Chi ph gm hai loi c bn l chi ph c nh v chi ph bin i. Gi ca sn phm dch v ngn hng ti thiu phi b p cc chi ph pht sinh. Th hai, ri ro thc cht l cc khon chi ph tim n. Khi ri ro pht sinh, n s tr thnh cc khon chi ph thc m ngn hng phi b p trong qu trnh hot ng. Do vy, nh gi cho cc sn phm dch v ngn hng phi tnh n cc yu t ri ro. i vi cc sn phm c ri ro cao hn, ngn hng thng phi nh mt mc gi cao hn v ngc li. Th ba, c im cu ca khch hng. Cc nhm khch hng khc nhau c
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im ng cu khc nhau v c phn ng khc nhau vi nhng thay i ca gi (c nhm nhy cm nhng c nhm khng nhy cm vi gi). Do , ti u ha li nhun, ngn hng thng nh gi cn c vo s phn ng ca khch hng i vi gi. i vi nhm t nhy cm, ngn hng c th p dng mc cao hn v ngc li. Th t, gi ca cc i th cnh tranh trn th trng. Ngn hng phi tnh ti yu t ny khi xc nh gi sn phm dch v, v gi l nhn t nh hng ln ti nng lc cnh tranh ca ngn hng. Nu mt ngn hng nh gi cao trong khi cht lng sn phm dch v khng c g vt tri, sc hp dn ca sn phm dch v li thp chc chn s c nhiu khch hng chuyn sang s dng sn phm dch v ca cc ngn hng khc c gi kch thch hn. 5.3.2.2. Quy trnh nh gi sn phm dch v ngn hng Thc tin hot ng ca ngn hng trn th gii tch lu c nhiu kinh nghim trong hoch nh chin lc gi, c bit ch r tin trnh xc nh gi sn phm dch v ngn hng gm 7 giai on:
Xc nh mc tiu
nh gi cu
Phn tch chi ph
Nghin cu nh gi i th cnh tranh
La chn phng php xc nh gi
Xc nh gi
Cc quyt nh gi
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a. Xc nh cc mc tiu Chnh sch gi sn phm dch v phi gp phn vo vic thc hin tt cc mc tiu chung ca Markeitng ngn hng, nhng n cng c nhng mc tiu ring l: - Thu ht khch hng mi v phi tng c sc cnh tranh cho ngn hng. Trong iu kin cnh tranh ngy cng gay gt nh hin nay, gi l yu t hu hnh c tc ng mnh m ti vic la chn sn phm dch v m ngn hng ca khch hng. Khch hng s c s so snh gi gia cc ngn hng khc nhau. Do vy, mt chin lc gi ph hp gip ngn hng tng kh nng cnh tranh v sc hp dn i vi khch hng hn. - Tng doanh s hot ng cng l mt mc tiu quan trng ca chin lc gi ngn hng. Gi l yu t c tc ng mnh m khng ch n vic tng doanh s hot ng cho ngn hng m cn to c v th ca ngn hng trn th trng, ng thi thc hin mc tiu ti a ha li nhun i vi ngn hng. - Chin lc gi phi nhm vo vic tng cng mi quan h gia ngn hng v khch hng. Cc ngn hng thng c chnh sch gi khc nhau i vi nhng khch hng khc nhau. Khch hng truyn thng ca ngn hng s nhn c mc gi u i, t , chng nhng c tc dng duy tr khc hng c m cn thu ht pht trin khch hng mi cho ngn hng. b. nh gi cu Trong qu trnh nh gi, cc nh Marketing ngn hng thng nghin cu v d bo c nhu cu v sn phm dch v ngn hng, v cu s l gii hn trn, mc gi trn ca sn phm dch v ngn hng. V vy, ngn hng thng d bo nhu cu ca sn phm dch v ngn hng da trn mt s tiu ch sau: - S lng khch hng hin ti v xu hng pht trin trong tng lai; - Mc mong mun ca khch hng v sn phm dch v ngn hng; - Mc gi sn phm dch v ngn hng d kin; - co gin v cu ca cc mc gi khc nhau i vi tng nhm khch hng. Mt khc, ngn hng cn phi nhn thc r v mi quan h gia cu v gi. Thng thng, gi v lng cu c mi quan h t l nghch, c ngha l gi gim lm tng cu v ngc li. Tuy nhin, do c im ca sn phm dch v ngn hng nn c
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th gi ca sn phm dch v tng do cht lng, uy tn hnh nh ca sn phm dch v tng, dn n vic tng cu ch khng phi gim cu. Nm c c im ny, cc nh Marketing ngn hng c th ch ng trong iu chnh chnh sch gi vi s tng cng cc bin php nng cao cht lng sn phm dch v cung ng. nh gi ng n mi quan h gia gi v lng cu, b phn Marketing cn nh lng c s nhy cm ca cu i vi s thay i ca gi. nh gi ng mc cu, b phn Marketing ngn hng phi xy dng c h thng thng tin ton din, y chnh xc, kp thi. ng thi, phi ch r c s nh hng ca tng nhn t n cu nh hot ng qung co, phng thc cung ng, cht lng sn phm dch v iu ny gip b phn Marketing tm ra nhng diu kin ti u, m bo mc cn thit v c mc gi ph hp i vi tng sn phm dch v, tng i tng khch hng. c. Phn tch c cu chi ph Chng ta iu bit, mc gi trn c xc nh bi nhu cu th trng, cn chi ph s to nn mc gi sn ca sn phm dch v ngn hng. Do vy, gi sn phm dch v ngn hng v c bn phi b p cc chi ph hot ng kinh doanh nh chi ph tin lng, chi ph Marketing, chi ph cho b my qun l, d phng ri ro, khu hao ti sn c nh gip ch ngn hng c quyt nh gi ng n, cc nh Marketing ngn hng cn tip hng phn tch im ha vn. im ha vn l im giao nhau gia ng tng chi ph v ng doanh thu sn phm dch v. Ni cch khc, n l im m ti doanh thu t sn phm b p c chi ph cung ng sn phm dch v . Xc nh c im ho vn l c s ngn hng xc nh quy m kinh doanh ti thiu tng ng vi mc gi ph hp, t , c li nhun i hi ngn hng phi cung ng ra th trng khi lng sn phm dch v ln hn khi lng ha vn v nu khi lng kinh doanh nh hn khi lng ha vn th ngn hng b l. Bn cnh , ngn hng cn tin hnh phn tch chi ph bin, tc ngn hng nghin cu chi ph mi mt mc hot ng kinh doanh khc nhau, v chi ph gn vi tng mc v quy m khc nhau s khc nhau. Trong nhng mc quy m v thi gian nht nh, mi quan h gia chi ph trung bnh v chi ph bin tng vi lng sn
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phm dch v cung ng c th l m hoc dng. Do , chin lc gi s khc nhau mi thi k v phi ph hp vi quy m v c cu chi ph hin ti ca ngn hng. d. Phn tch gi ca i th cnh tranh Gi l mt yu t quan trng cu thnh nng lc cnh tranh ca ngn hng. Nhng thay i trong chin lc nh gi ca mt ngn hng c th lm thay i v th v sc mnh cnh tranh m ngn hng ang phi ng u. Tng t nh vy, nhng thay i trong chin lc gi ca i th cnh tranh s tc ng mnh m n tt c cc ngn hng hot ng trn th trng. Do , trong chin lc gi, cc ngn hng thng quan tm n mc gi ca cc sn phm dch v tng t ca cc i th cnh tranh. Trn c s , cc ngn hng c th duy tr mt chin lc gi cnh tranh nng ng hiu qu. B phn Marketing ngn hng thng nhn thc r mi quan h gia mc gi v cht lng sn phm dch v ca tng i th cnh tranh. Ngn hng thng nh gi cht lng sn phm dch v ca i th da theo cc tiu thc sau: - Mc chnh xc; - S khc bit ca sn phm dch v; - Tc phc v tnh bng thi gian mt khch hng vo giao dch ti ngn hng; - S ph hp ca sn phm dch v vi nhu cu ca khch hng; - Cc dch v b sung lm tng tnh hu ch ng b ca sn phm dch v; - u im tng hp cht lng ca sn phm dch v c nh gi sau khi thm d kin ca khch hng. T kt qu nh gi mi quan h gia gi v cht lng sn phm dch v ca i th cnh tranh, b phn Marketing ngn hng xc nh mc gi khng ch ph hp vi mt bng gi th trng m cn tng kh nng cnh tranh v gi ca ngn hng mnh. e. La chn phng php nh gi Thng tin ca cc giai on trn gip cc ngn hng c cn c xc nh mc gi ti thiu, ti a v bit c gi ca i th cnh tranh. Tuy nhin, c c chin lc gi hp l, nh qun tr Marketing ngn hng phi la chn c phng php xc nh gi ph hp. Cc phng php xc nh gi ca ngn hng bao gm: Phng php xc nh gi theo chi ph bnh qun cng li nhun
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Phng php xc nh gi theo chi ph bnh qun cng li nhun i hi phi xc nh c chnh xc chi ph, s bin ng v c cu chi ph v chi ph ca tng loi sn phm dch v, m iu ny li rt kh i vi nh qun l ngn hng. Tuy nhin, phng php ny t quan tm ti cc yu t c nh hng ln n gi nh: - Mc cu v sn phm dch v ngn hng; - Nhy cm ca khch hng vi gi; - Mc gi ca i th cnh tranh. Do , phng php tnh chi ph bnh qun cng li nhun t c ngn hng s dng. Phng php xc nh gi trn c s phn tch ha vn m bo li nhun La chn phng php ny i hi ngn hng phi tnh ton mc gi ti a c th trng chp nhn, nhng khng nh hng n khi lng sn phm dch v cung ng v t c mc tiu li nhun. Thc hin nhim v ny, b phn Marketing phi da trn c s phn tch im ha vn, t xc nh khi lng sn phm dch v phi cung ng vi mc gi tng ng t li nhun mc tiu (Hnh 25).
Gi A Li nhun E
TN
P1
Hnh 25:
Chi ph thng xuyn Khi lng dch v cung ng Q1
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E: im ha vn A: Mc tiu khi cung ng Q1 dch v, gi bn P1. Phng php xc nh gi trn c s biu gi th trng Ngn hng khng da trn chi ph cung cp dch v m th ng da theo gi c th trng iu chnh gi sn phm dch v ca ngn hng mnh, ngha l ngn hng s dng chin lc gi "theo sau" b ng. chin lc ny thng c cc ngn hng nh v mi ra nhp th trng p dng. Phng php xc nh gi trn c s quan h vi khch hng Ngn hng nh gi cho cc sn phm dch v da trn mi quan h tng th v lu di vi nhng khch hng. Theo phng php ny, ngn hng cn c vo li ch lu di v tng th xc nh gi ch khng ch thun tu da vo chi ph v li nhun i vi tng sn phm dch v cung ng. Phng php nh gi thp thm nhp th trng Ngn hng c th t gi thp hn gi th trng hoc iu chnh gi ca mt s sn phm dch v thm nhp v chim lnh th trng. Sau , ngn hng s tm cch iu chnh dn mc gi m bo thu nhp. Phng php xc nh gi trt y l phng php nh gi sn phm dch v ca ngn hng cao hn gi th trng. t c hiu qu ca phng php ny, b phn Marketing thng s dng cc bin php: - Tng gi ng thi vi nng cao cht lng dch v cung ng v phi to c s khc bit ca sn phm dch v cung ng; - Nng gi khng lm nh hng n khi lng sn phm dch v cung ng. - Tng gi khng gy tc ng thc y hot ng ca i th cnh tranh. 5.3.5. Cc quyt nh v gi Nhn chung mc gi cho tng sn phm dch v ca ngn hng phi nm trong mt khong xc nh bi mc gi cc tiu ch b p chi ph v khng c li nhun cn vi mc gi cc i s khng cn khch hng mun s dng dch v ca ngn hng. V vy, cc ngn hng thng nh ra mc gi ti u trn c s xem xt cc nhn t khc nh tm l, chnh sch ca Nh nc, cnh tranh Vic nh gi ca ngn hng ht sc linh hot, cc ngn hng thng iu chnh mc gi ca mnh thc ng trong iu kin c th. Phng php thch ng gi thng c s dng l phng
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php nh gi a l, gim gi v tr cp, nh gi phn bit. - nh gi theo khu vc a l l vic ngn hng quyt nh gi khc nhau i vi nhng khch hng cc a im vng, khu vc v quc gia khc nhau, c bit l nhng khch hng cc vng khu vc a l kh khn. - Chit khu v tr cp: Ngn hng thng thay i gi c bn ca h v thng cho nhng khch hng c quan h tt, mua bn khi lng bn. Chit khu gi v tr cp bao gm cc loi sau: gim gi theo s lng, ma v, tr cp, v xc tin. Trong hot ng ny, nh gi kt hp v h tr vi chin lc xc tin hn hp. - nh gi phn bit: y l vic ngn hng thay i mc gi c bn ca mnh thch ng vi nhng khc bit v khch hng, sn phm, a im Gi phn bit thng gm cc loi sau: phn bit theo a im, thi gian, dng sn phm dch v v phn bit theo khch hng. Nh vy, nh gi l hot ng quan trng ca Marketing ngn hng v l yu t nh hng trc tip n hot ng v kt qu hot ng ca c ngn hng v khch hng, n thu nhp v mi quan h gia khch hng v ngn hng. Mt khc, nh gi cho sn phm ngn hng li ph thuc vo cc hot ng Marketing khc v cc yu t nh hnh nh ca ngn hng, chi ph hot ng, bin ng ca th trng ti chnh tin t hay chnh sch ca Ngn hng Trung ng. Do tnh cht tng hp nhn qu , vic nh gi trong ngn hng rt phc tp v nhy cm. T , n i hi b phn Marketing ngn hng cn cung cp y thng tin gip ch ngn hng trong vic xy dng v iu hnh chnh sch gi nng ng, linh hot v c sc cnh tranh cao.
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Phn VI: Chin lc xc tin hn hp 5.4.1. Tng quan v hot ng xc tin hn hp 5.4.1.1. Khi nim Xc tin hn hp l mt cng c quan trng ca Marketing, c cc nh ngn hng s dng tc ng vo th trng. N bao gm mt tp hp cc hot ng nhm kch thch vic s dng sn phm dch v hin ti v sn phm dch v mi, ng thi lm tng mc trung thnh ca khch hng hin ti, thu ht khch hng tng lai, to iu kin thun li cho khch hng tham gia vo qu trnh cung ng dch v, c bit lm tng uy tn, hnh nh ca ngn hng trn th trng. 5.4.1.2. c im hot ng xc tin hn hp ca ngn hng Ngoi nhng c im chung ging nh cc sn phm khc, sn phm dch v ti chnh c nhng im khc bit. Do vy, hot ng xc tin hn hp trong ngn hng cng c nhng c im ring sau: Th nht, hot ng xc tin hn hp ca ngn hng rt a dng, phc tp v n b chi phi bi nhiu phng din truyn tin khc nhau ca ngn hng nh: - Truyn tin bn ngoi ngn hng, thng qua cc phng tin thng tin nh truyn thanh, truyn hnh, sch bo, gi th trc tip cho khch hng.. Cc phng tin ny hng ti khng ch khch hng hin ti, m c nhng khch hng tng lai ca ngn hng. - Truyn tin ti cc a im giao dch, bao gm: trang tr ti phng ch, qung co bng pan, p phch, bng hng dn khch hng s dng sn phm dch v. - Thng tin ca ngn hng khng ch c thc hin thng qua cc phng tin truyn tin trn m cn c thc hin thng qua i ng nhn vin ngn hng, c bit l i ng nhn vin giao dch trc tip. y l phng tin truyn tin quan trng ca ngn hng, bi nhn vin trc tip va cung cp sn phm dch v, va hng dn, thuyt phc khch hng s dng chng. Di con mt ca khch hng, nhn vin giao dch l ngi i din ca ngn hng, l hnh nh ca ngn hng, l ngi quyt nh mo quan h gia khch hng v ngn hng. - Thng tin truyn ming ca khch hng: do kh nh gi c cht lng sn
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phm dch v trc khi s dng nn khch hng ca ngn hng thng tin tng vo thng tin truyn ming ca nhng khch hng s dng sn phm dch v ngn hng. V vy, ngn hng phi ch n vic nh gi mc hi lng, tho mn ca khch hng nhm cng c hnh nh v cht lng sn phm dch v ngn hng trong khch hng. ng thi, ngn hng cng cn tng cng s tham gia ca khch hng trong vic truyn tin cho ngn hng. 5.4.1.3. Vai tr ca hot ng xc tin hn hp trong hot ng kinh doanh ngn hng Xc tin hn hp l mt trong nhng chnh sch quan trng ca Marketing ngn hng. Chnh sch xc tin hn hp c v tr c lp tng i trong mi quan h mt thit vi chnh sch sn phm, gi, phn phi. Hot ng xc tin hn hp l cng c h tr, to iu kin thn li cho vic thc hin tt 3 chnh sch trn. Cc hot ng truyn thng lm cho cng chng hiu r, y hn v sn phm dch v ngn hng gip khch c cn c quyt nh vic la chn sn phm dch v v ngn hng. Cc hot ng quan h gp cc nh ngn hng nm c nhng thng tin phn hi t khch hng c v mc tho mn v s khng hi lng v cht lng sn phm dch v. y s l cn c quan trng ngn hng iu chnh sn phm, gi, h thng phn phi v c cc hot ng xc tin hn hp cho ph hp vi nhu cu mong mun ca khch hng. Do vy, hot ng xc tin hn hp gp phn quan trng trong vic nng cao hiu qu hot ng kinh doanh ngn hng ni chung v Marketing ngn hng ni ring. Hot ng xc tin hn hp l cng c truyn tin v ngn hng, v sn phm dch v, gi c v knh phn phi ca ngn hng i vi khch hng hin ti v tim nng. Do , hot ng xc tin hn hp gp phn thc hin cc mc tiu l: to lp v pht trin hnh nh ca ngn hng trn th trng; ch r s khc bit gia ngn hng ny vi ngn hng khc; tng cng uy tn, danh ting ca ngn hng; thit lp s tin tng v trung thnh ca khch hng - yu t quan trng ca cnh tranh. 5.4.2. Tin trnh xc tin hn hp trong ngn hng Hot ng xc tin hn hp c cu thnh bi nhiu yu t, mi yu t c nhng tc ng tch cc hoc hn ch nht nh. Thng thng hot ng xc tin hn
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hp ca ngn hng c cu thnh bi 9 yu t (xem s sau): Ni dung ca mt thng ip cn nhn mnh nhng thuc tnh v li ch ca sn phm dch v ngn hng mt cch c th, to ra s hiu bit t pha khch hng, gy s ch ca h v khuyn khch h la chn s dng sn phm dch v v ngn hng. Ngy nay, hot ng xc tin hn hp trong lnh vc ngn ngn hng thng tp trung vo vic khuch trng hnh nh tch cc ca mt ngn hng cho cc i tng khch hng khc nhau. S 1: Cc yu t cu thnh hot ng xc tin hn hp ca ngn hng.
Ch th
(Ngn hng)
Phn hi
M ha
Tr li ca ngn hng
Thng ip
Nhiu
Cc trung gian
(Nhng yu t lm sai lch thng ip)
Gii m
Phn ng
Ca khch hng i tng tip nhn
xy dng chnh sch xc tin hn hp hiu qu, cc ngn hng thng phi xc nh c mc nh hng ca tng nhn t v t chc thc hin theo tin trnh nht nh (xem s 2).
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S 2: Tin trnh hot ng xc tin hot ng hn hp:

Phn tch tnh hnh
Xc nh cc mc tiu
Thit k thng ip
La chn knh truyn thng
Xc nh ngn sch
nh gi hiu qu
1. Phn tch tnh hnh Mt chnh sch xc tin hn hp tt phi da trn c s phn tch k lng, y cc thng tin v c im khch hng, i tng tip nhn thng tin, i th cnh tranh v mi trng kinh doanh. 1.1. Khch hng Khch hng l i tng nhn thng tin, v vy, cn phn tch h mt cch k lng theo cc ni dung sau: - Thu nhp; - Mc v c im s dng sn phm dch v ngn hng; - S hiu bit v sn phm dch v v ngn hng; - Li sng v c cu dn c; - Cch thc tip nhn thng tin. 1.2. Tnh hnh cnh tranh
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Vic phn tch tnh hnh cnh tranh ca cc ngn hng thng tp trung vo nhng ni dung sau: - C cu sn phm dch v cnh tranh; - Sc mnh ca cc i th cnh tranh; - Nhng im khc bit ca tng i th cnh tranh; - Chin lc xc tin hn hp ca i th cnh tranh. 1.3. Mi trng hot ng Bao gm: - Phn tch cc yu t ni ti ca ngn hng, nh cc mc tiu, cc ngun lc v cc yu t khc ca hot ng kinh doanh ngn hng. - Phn tch mi trng hot ng bn ngoi, nh kinh t, chnh tr, x hi, lut php, cng ngh 2. Xc nh cc mc tiu Mc tiu ca chnh sch xc tin hn hp nhm gp phn vo thc hin mc tiu chung ca chin lc Marketing ngn hng. Tuy nhin, xc tin hn hp c nhng mc tiu ring, l: - Tng s hiu bit ca khch hng v sn phm dch v v hnh nh ca ngn hng; - To s khc bit vi cc i th cnh tranh, ginh s quan tm ca khch hng, hp dn khch hng mi; - Tng s gn b ca khch hng vi ngn hng, cui cng l tng doanh s. y l mc tiu quan trng nht ca hot ng xc tin hn hp. Tuy nhin, mc tiu ca hot ng xc tin hn hp cn ph thuc vo tng giai d on pht trin c th ca mi ngn hng. c bit l tng giai on trong chu k sng ca sn phm dch v ngn hng, ta cng phi c cc hot ng xc tin hn hp khc nhau lun lm cho sn phm t c doanh thu nh d kin. 3. Thit k thng ip Thng ip l tng hp nhng thng tin v ngn hng v sn phm dch v ngn hng c chuyn ti n cc i tng khch hng ca ngn hng, c thc hin thng qua cc phng tin truyn tin nh mt on vn c trn truyn thanh, truyn
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hnh, mt bi vit ng trn bo, tp ch Vic xy dng ni dung ca thng ip phi cn c vo nhu cu, c im tip nhn thng tin, mc tiu ca xc tin hn hp, ni dung ca sn phm dch v, ng thi phi cn c vo nhu cu, c im tip nhn thng tin ca cc i tng khch hng nhm m bo cc yu cu v cu trc, ni dung ca thng ip ph hp vi s tip nhn v to c s tin tng ca i tng tip nhn. Mt thng ip phi bao gm nhng yu cu c th sau: - Phi tc ng mnh m vo suy ngh ca khch hng. V vy, ni dung ca thng ip phi tp trung vo s khc bit v lm r nhng li ch khi s dng sn phm dch v ngn hng v c nhng hn ch nu khng s dng n. - m bo tnh php l ca thng ip qung co; - Thng ip phi ph hp vi phong tc tp qun, c im vn ha, x hi ca tng i tng khch hng, tng vng, khu vc, quc gia. Do vy, cn c bit ch trng khi thit k hnh nh, biu tng, ni dung v ngn t s dng. - Tnh vui nhn cng l mt yu cu cn thit i vi mt thng ip qung co ca cc ngn hng. Chng hn, t chc Scottish Amicable nhn c nhiu danh hiu v hot ng qung co v h s dng videoclip mang tnh gi tr cao gii thiu v sn phm dch v ca ngn hng. Thc t cho thy, cc ngn hng rt quan tm n vic thit k cu trc v cht lng cc thng tin ca thng ip qung co nhm m bo c s chp nhn v tin tng ca khch hng. Trch nhim ny khng ch thuc b phn Marketing m cn lin quan ti tt c cc b phn khc trong ngn hng. 4. La chn knh truyn thng Thng ip c chuyn ti khch hng thng qua h thng knh truyn thng. Do vy, vic la chn knh truyn thng ph hp vi ni dung, vi i tng tip nhn thng tin s nh hng trc tip n hiu qu ca hot ng xc tin hn hp ca ngn hng. Knh truyn thng ca ngn hng c phn thnh hai loi: - Knh c nhn: c thc hin bi cc c nhn chuyn ti thng ip, bao gm i ng nhn vin ngn hng giao dch trc tip phc v khch hng v thm ch s dng c nhng ngi trong gia nh, anh/ch b ca h R rng, knh ny c thc
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hin vi chi ph rt thp m hiu qu li cao bi to c s tin tng i vi khch hng ngay t u, n c s dng kh rng ri trong cc ngn hng hin nay. - Knh phi c nhn: L knh c thc hin qua cc t chc nh c quan pht hnh n phm, c quan thng tin i chng, cc Cng ty qung co Mi knh c u nhc im nht nh. V vy, khi s dng phi cn nhc cho ph hp vi iu kin c th ca c khch hng v ngn hng. Bn cnh , cc ngn hng thng ch to dng "bu khng kh" nhm tng cng uy tn hoc khuyn khch khch hng s dng sn phm dch v ngn hng, thm ch cn t chc cc bui hi tho v tng sng to thng ip qung co. 5.4.3. Cc hnh thc xc tin hn hp ca ngn hng t c cc mc tiu xc nh, b phn marketing ca ngn hng thng trin khai chin lc xc tin hn hp thng qua cc hnh thc sau: 1. Qung co Qung co l phng thc truyn thng khng trc tip nhm gii thiu sn phm dch v ngn hng hoc ngn hng thng qua cc phng tin truyn tin v ngn hng phi tr chi ph. Qung co ca ngn hng l hot ng mang tnh cht chin lc, l u t di hn duy tr li th cnh tranh ca ngn hng trn th trng. Qung co c s dng kh ph bin trong hot ng kinh doanh ca cc t chc ti chnh - ngn hng, iu m trc y c p dng thnh cng trong cc doanh nghip sn xut lu thng. ng thi, chi ph qung co ngy cng tng trong cc t chc ti chnh ngn hng ln. nng cao hiu qu qung co, cc ngn hng thng thc hin theo tin trnh sau: 1.1. Xc nh mc tiu qung co Mc tiu qung co chi phi ton b hot ng qung co. Cc ngn hng thng c mt s mc tiu qung co chnh nh sau: - Xy dng, cng c, khuych trng uy tn, hnh nh ca ngn hng. - Gii thiu sn phm dch v mi. - M rng th phn. - Tng doanh s trn th trng hin ti v th trng mi.
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Nhim v ca qung co trong lnh vc ngn hng thng l cho bn nhng sn phm dch v mi v cung cp nhng thng tin mi cho khch hng. Do vy, ni dung qung co ph hp, hp dn s c tc ng mnh ti vic tng doanh s c trong ngn hn v di hn. Mt khc, hnh nh qung co ph hp cn nng cao s tin tng ca khch hng i vi ngn hng - yu t sng cn ca ngn hng. 1.2. Yu cu ca qung co ngn hng c im ca qu trnh cung ng sn phm dch v ngn hng nh hng ln n ni dung v hnh thc qung co ca cc ngn hng. V vy, thc hin tt chng trnh qung co cc ngn hng cn phi m bo cc yu cu sau: - Gim tnh v hnh ca sn phm dch v ngn hng. gim tnh v hnh ca sn phm dch v ngn hng, ngi lm cng tc qung co ca ngn hng thng tp trung vo vic khai thc cc yu t b tr khc, l s kt hp hi ha, hp l cc cht liu trong xy dng thng ip qung co nh hnh nh, m thanh, mu sc, ngn t, thng tin chnh xc, c bit phi to c hnh nh biu tng c th v s khc bit ca n trong thng ip qung co. - Dch v ngn hng c cu thnh bi nhiu yu t. Do vy, khi qung co, cc nh marketing thng nhn mnh v cht lng ca tng yu t, c bit l cht lng ca i ng nhn vin - yu t quan trng nht. - Ni dung ca qung co cn r rng, thm ch phi ch r c nhng kt qu c th ca sn phm dch v ngn hng trong thng ip qung co, trnh nhng chi tit khng cn thit. V k thut, khi qung co trn cc n phm hoc truyn hnh, ngn hng phi quan tm n vic gi m s dng sn phm dch v v hnh nh ca ngn hng. - Ngy nay, cc ngn hng thng mi thng gia tng vic qung co trn cc tp ch ring ca h v qua khch hng c iu kin nm y thng tin, tm hiu k lng v sn phm dch v v ngn hng. Mt khc, cc ngn hng cn tp trung vo vic cho bn cc sn phm dch v mi hoc thng tin mi cho khch hng. - Hin nay, cc ngn hng ln thng quan tm n vic qung co cho chnh nhn vin ca ngn hng. y cng chnh l ni dung ca marketing i ni, c bit, l cc nhn vin trc tip giao dch vi khch hng. Bi cc nhn vin phi thu hiu
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v tnh cht, c im ca sn phm dch v mi c th thnh cng trong truyn t, hng dn thuyt phc khch hng. Nhiu ngn hng cho rng y l cch qung co hu hiu nht. - Ni dung ca mt thng ip qung co ca ngn hng phi m bo cung cp nhng thng tin c o, s khc bit so vi sn phm dch v ca i th cnh tranh, s tin dng, hiu qu ca sn phm dch v, nhng iu m khch hng ang mong i t ngn hng, s khc bit so vi sn phm dch v ca i th cnh tranh. 1.3. La chn phng tin qung co Phng tin qung co kh phong ph nhng cc ngn hng thng tng cng vic qung co qua cc phng tin nh bo, tp ch, tivi, truyn thanh, pan, p phch, Interenet Mi phng tin c nhng u im v hn ch nht nh. V vy, khi la chn phng tin qung co, cc ngn hng thng quan tm n s ph hp vi mc tiu, sn phm dch v, nhu cu ca khch hng, chi ph v ngn sch dnh cho hot ng qung co. 1.4. nh gi hiu qu ca hot ng qung co nh gi hiu qu hot ng qung co l cng vic quan trng, nhng ht sc kh khn, c bit l qung co ca ngn hng. Tuy nhin, ngn hng vn c th da vo mt s tiu thc nht nh nh gi hiu qu qung co, l: - Tc ng tng doanh s; - So snh khi lng tng vi chi ph qung co; - Mc nhn bit v s ph hp ca thng tin qung co i vi khch hng; - S lng khch hng tip nhn thng tin v s lng khch hng a thch thng ip qung co. 2. Giao dch c nhn Giao dch c nhn l nhng giao dch trc tip c thc hin gia nhn vin ngn hng v khch hng nh vic gii thiu v thc hin cung ng v dch v ca nhn vin giao dch thng qua cuc gp g i thoi, thuyt phc, in thoi y l qu trnh giao tip phc tp, chu nh hng bi nhiu yu t nh cc quan h c nhn, bn cht ca sn phm dch v, nhu cu mong mun ca khch hng v cc giai on ca quy trnh giao dch. Phn ny c trnh by k trong phn II trn.
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Xu hng chung ca cc ngn hng hin nay l quan tm ti vic khuyn khch nhn vin phc v tt khch hng thng qua cc c ch tin lng, tin thng hoc hoa hng, tng cng o to nhn vin giao dch v phi hp vi cc loi nhn vin ti chi nhnh nhm huy ng c s quan tm ca tt c nhn vin ngn hng trong vic phc v khch hng. 3. Tuyn truyn hot ng ca ngn hng trong x hi Tuyn truyn trong x hi theo cch hiu truyn thng ch l gi i nhng thng tin ca mt ngn hng qua cc n phm. Ngy nay, tuyn truyn x hi tr thnh hot ng ht sc phong ph, a dng. V vy, xy dng v nng cao hnh nh cho ngn hng, h thng s dng phi hp nhiu cng c trong tuyn truyn; - Bo co kt qu thng nin ca ngn hng dch ra nhiu th ting. - Cc bi din thuyt ca lnh o ngn hng. - T chc hi tho theo cc chuyn ; - Tham gia cc hot ng t thin; - Bi vit ng trn cc tp ch; - Cc n phm khc. Nh vy, mc ch ca tuyn truyn x hi nhm to dng v duy tr s hiu bit rng ri trong x hi v ngn hng, c bit l i vi nhng i tng s giao dch vi ngn hng. Khch hng y kh phong ph, bao gm c nhng nhn vin ngn hng mi, cc trung gian, cc c quan chuyn trch ca Chnh ph v dn c. pht huy hiu qu ca tuyn truyn x hi, cc ngn hng thng xy dng chng trnh hot ng c th v t chc thc hin nghim tc, u n. Cch tip cn ny c cc ngn hng ln p dng kh thnh cng. Tuy nhin, tuyn truyn hot ng ca ngn hng trong x hi khng ch lin quan n khch hng m cn lin quan n nhiu vn x hi. Chnh v vy, cc ngn hng thng tp trung tuyn truyn cho hnh nh ca mt ngn hng hn l mt sn phm dch v c th ca n bi hnh nh v mt ngn hng c bit quan trng i vi quyt nh la chn ngn hng ca khch hng. Vic pht trin hnh nh ca mt ngn hng r rng v tin cy ngy cng c coi l quan trng trong chnh sch xc tin hn hp ca marketing ngn hng. C th ni, hnh nh ca mt ngn hng l tt
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c nhng g m khch hng cm nhn c v trnh , danh ting, s lng, cht lng dch v cung ng, chin lc kinh doanh, c cu t chc, k thut cng ngh, lch s v vn ha kinh doanh. Do vy, vic tuyn truyn v hnh nh ca mt ngn hng l phi tm cch truyn ti s tn ti ca n mt cch ph hp khng ch trong x hi m cn trong ton b cn b nhn vin ca ngn hng v hot ng ca ngnh ngn hng. 4. Hot ng khuyn mi y l vic s dng nhm cc cng c nhm tc ng trc tip v tch cc vo vic s dng v nh hng cho vic s dng v la chn ngn hng ca khch hng, c tc dng lm tng doanh s hot ng v to li th cnh tranh ca ngn hng. Thc cht, l cc cng c kch thch, thc y cc khu cung ng, phn phi, s dng dch v v la chn ngn hng ca cc nhm khch hng. Mc tiu ca hot ng khuyn mi phc v cho vic thc hin mc tiu ca chin lc marketing. c bit i vi sn phm dch v ca th trng mc tiu v c im ca tng sn phm dch v. Khuyn mi c tc dng khuyn khch khch hng hin ti s dng nhiu sn phm dch v hn v thu ht khch hng mi, ng thi khuyn khch lc lng phn phi y mnh cc hot ng ca ngn hng. Hot ng khuyn mi thng c cc ngn hng tin hnh song song vi cc chin dch qung co pht huy hiu qu tng hp ca chng. Cc hot ng khuyn mi c nhiu ngn hng p dng nh u i trong tn dng cho sinh vin, qu tng, gim hoc min ph cho khch hng ln u quan h hoc quan h lu di. Hi ngh, hi ch trin lm v t chc cc cuc thi cung c p dng ph bin v kh thnh cng trong cc ngn hng. V d: Cc ngn hng Barclay v Bank of Scotland p dng nhng u i cho khch hng s dng sn phm dch v ca ngn hng nh: - Min ph s dng nm u; - Gim ph cho nm tip theo; - Tn dng khng tch ly ti 50 ngy; - Gim ph nu tiu th ti 2500 bng trong 1000 ngy.
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Ngy nay, nhiu nh kinh doanh ngn hng cho rng khuyn mi l cng c cnh tranh mnh m trong m rng th phn v c s dng rng ri khng ch i vi khch hng m c i vi nhn vin giao dch v cc trung gian. 5. Marketing trc tip Marketing trc tip c hiu l vic s dng mt h thng cc phng tin nhm thit lp v m rng vic i thoi trc tip gia ngn hng v khch hng. Cc phng thc ca marketing trc tip bao gm: - Gi th, gi t ri n tn tng khch hng; - Gi li gii thiu v ngn hng v sn phm dch v mi ti tng khch hng; - Gii p trn truyn thanh, truyn hnh; - in thoi; - Hi ngh khch hng. Li th ca marketing trc tip so vi cc phng thc xc tin hn hp khc chnh l s gia tng c hi giao tip gia khch hng v ngn hng, gip khch hng nhn c thng tin v ngn hng nhanh chng, y , c th, kp thi. Cn ngn hng c c hi gii thiu cung ng sn phm dch v mi, duy tr khch hng hin ti, gim chi ph qung co, tng hiu qu th trng mc tiu, c iu kin tnh ton v nh gi chnh xc kt qu, pht huy c tnh linh hot trong quan h giao tip trc tip gia khch hng v nhn vin ngn hng, c bit l hn ch c s theo di ca i th cnh tranh. Do vy, hot ng marketing trc tip tng trng kh mnh m trong hot ng xc tin hn hp ca ngn hng trong nhng thp k qua. Qua nghin cu v 105 ngn hng ti Anh th 85% trong s p dng marketing trc tip. 6. Cc hot ng ti tr Hot ng ti tr ngy cng c p dng rng ri trong cc nh ch ti chnh ni chung v trong ngn hng ni ring. Bi thc t, hot ng ti tr gp phn m bo s thnh cng ca hot ng marketing ngn hng ni chung ca chnh sch xc tin hn hp ni ring. Phn gia tng y da trn s tin tng, gy dng hnh nh v to s hiu bit su rng v ngn hng. Hot ng ti tr c th t c cc mc tiu sau:
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- Tng cng s hiu bit ca khch hng v ngn hng v nhng i mi ca ngn hng; - Thu ht s ch ca cc phng tin thng tin i chng; - Tng cng cc mi quan h trong cng ng x hi; - Tng cng uy tn v hnh nh ca ngn hng; - Gip ngn hng trong tuyn dng nhn vin, c bit l thu ht nhn ti cho ngn hng. Hot ng ti tr ca cc nh ch ti chnh kh a dng phong ph nh ti tr cho cc hot ng th thao, ngh thut, o to, bo v mi trng v cc hot ng vn ha x hi. Cc nghin cu v hot ng ti tr ca cc hip hi, cc cng ty bo him v ngn hng ca mt s nc trn th gii cho thy ngy cng c nhiu t chc p dng loi hnh ny. Ti 72,4% cc t chc c iu tra ang tin hnh hot ng ti tr. H dnh trn 5% tng ngn sch ca hot ng xc tin hn hp cho hot ng ti tr. Ti tr cho hot ng th thao l lnh vc c cc t chc ti chnh - ngn hng s dng nhiu nh: - Gii bng mang tn Greclubsfinal; - Gii qun vt mang tn Milan Bank Championships; - Gii bng bu dc mang tn Sarce & Prosper Internationals; - Ngn hng Nng nghip v Pht trin Nng thn Vit Nam ti tr v t chc cho gii bng quc t Agribank Cup; gii bng bn cc i mnh ton quc - Cp bo Quc t. Ti tr cho hot ng th thao mang li nhiu li ch: th hin s hin din th trng mc cao, kh nng tip cn vi nhiu i tng, khm ph c nhiu on th trng mi. Cn c nhiu l do khc na m ngn hng Barclay quyt nh ti tr cho gii Football league. - Tip cn vi gii tr, l ngun tuyn dng ch yu. - Hot ng th thao thng bao ph ton quc, gii c truyn hnh ton quc. - Bng c s quan tm ca mi la tui v cc nhm trong x hi. Mc d th thao l lnh vc c quan tm nhiu, song n khng tha mn mi
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yu cu ca ngn hng. Cc hot ng ngh thut cng l hng ti tr ca nhiu ngn hng. - Ngn hng hong gia Scotland ti tr cho cc bui ha nhc ca t chc Mozcort Gala. - Ngn hng Lloyds tp trung vo ti tr cho cc hot ng thi trang. Thi trang cng to c s cho cc ngn hng xc nh cc giai on th trng chung, th trng ca gii tr v th trng dnh cho ngi trng thnh. Bi l, thng qua ti tr, biu tng ca ngn hng c gn vi cc sn phm dch v. Ngn hng s c c hnh nh mang tnh hin i m khng cn phi to ra s khc bit so vi cc t chc ti chnh khc. Mc d 44% ngn sch ti tr dnh cho hot ng th thao v cho thi trang 22%, nhng ti tr cho hot ng v mi trng l hot ng cng bt u hp dn. Ngn hng Barclay bt u ti tr cho hot ng ca Woodland Trust t nm 1990. Sau , ngn hng hong gia Scotland cng bt u ti tr cho hot ng Woodland Trust. Hot ng ti tr cho cc phng tin truyn thng ang hp dn mt s t chc dch v ti chnh nh Legal & General h tr cho hot ng d bo thi tit. la chn lnh vc ti tr c hiu qu, cc ngn hng thng da vo nhng cn c sau: - Hot ng ti tr c s lin quan n sn phm dch v ngn hng cung cp; - Hot ng ti tr gi m nhng suy ngh v hnh nh sn phm dch v no ; - C s lin tng v hnh nh ca ngn hng. Th trng dch v ti chnh tri qua mt thi k vi nhng thay i nhanh chng trong sut nhng thp k qua. Ngn hng vi cc nhm sn phm dch v truyn thng ang phi thay i mnh m v ngy cng phi cnh tranh nhiu hn trn th trng vi nhiu nhm sn phm dch v ngn hng mi. Nhng tc ng ca lut php, s nng cao dn tr v thnh tu cng ngh thng tin lm thay i mi trng hot ng ngn hng, l nguyn nhn chnh dn ti vic gia tng nhanh chng cc hot ng marketing ngn hng. Cc ngn hng dnh nhng khon ngn sch ng k cho hot ng xc tin hn hp thng qua cc thng ip truyn ti tng nhm khch
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hng khc nhau. t hiu qu, hot ng xc tin cn s h tr v tch hp vi cc ni dung khc ca marketing ngn hng. Cn phi ch vo c trng ca sn phm dch v cng nh nhng cn tr trn th trng ti chnh v chnh l c s chnh a ra cc thng ip cng nh la chn phng tin ph bin cc thng ip. Hn na, hot ng truyn thng ca ngn hng khng phi l knh duy nht ph bin nhng tin tc v hot ng ca ngn hng m cn phi thng qua cc chin dch quan h khc. S kt hp tng th ca cc hot ng ny s lm tng hiu qu ca hot ng xc tin hn hp ca ngn hng. Nh vy, ngn hng c th t c cc mc tiu xc nh mt cch nhanh chng. Bi tp tnh hung 1.1. Hy s dng m hnh cc cp ca sn phm phn tch mt sn phm ngn hng hin ti m Ngn hng An Bnh ang cung cp (tin gi, cho vay, thanh ton). 1.2. 1.3. 1.4. 1.5. Hy m t danh mc sn phm dch v ca mt ngn hng thng mi bt k no ca Vit Nam v cho kin nhn xt. im mnh, im yu trong dch v khch hng ca Ngn hng An Bnh Lm th no ci thin cht lng dch v khch hng hin ti ca Ngn hng An Bnh Hy m t c im ca sn phm dch v ngn hng v nu r nhng nhn t nh hng n vic pht trin danh mc sn phm dch v ca mt ngn hng. 1.6. Vi tnh hnh th trng th ghi n v ATM nh hin nay, theo anh/ch , Ngn hng An Bnh nn c nh hng g cho vic pht trin sn phm ny ? 1.7. 1.8. Theo anh/ch, Ngn hng An Bnh nn s dng knh phn phi no l ch yu trong hin ti v tng lai? Ti sao? Hy phn tch cc cng c xc tin hin ti ca NH An Bnh v xu hng s dng cc cng c ny trong tng lai.
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Chuyen de 6 Marketing NH 702

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Chuyen de 6 Marketing NH 702

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Lun vn

Marketing ngn hng

Ti liu QTKD NHTM Marketing Ngn hng

Phn 1. Tng quan v marketing ngn hng

Marketing v tm quan trng ca n

Ti liu QTKD NHTM Marketing Ngn hng

- C nhn tp th - t c ci h mong mun - To ra v trao i - Sn phm v gi tr

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Hnh 1.1. Cc lnh vc ch yu tp trung ca marketing

Cc mi quan h v duy tr khch hng

1950s 1960s 1970s 1980s

khi ng dng vo hot ng Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Hnh 1.2: Cc mc tiu ca marketing ngn hng i vi khch hng

Ti a ho Cht lng cuc sng

Mc tiuca marketing ngn hng

c im ca dch v ngn hng

Ti liu QTKD NHTM Marketing Ngn hng

Tnh v hnh Khng tch ri Khng ng nht

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Hot ng ti quy giao dch Ngn hng Si Gn

Tr s chnh Ngn hng Cng thng Vit Nam

Ti liu QTKD NHTM Marketing Ngn hng

2.2. Khch hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Hnh 2.2. : Cc thang bc nhu cu t nhin ca khch hng (Maslow)

Ti liu QTKD NHTM Marketing Ngn hng

Nhu cu ca khch hng An ton Tin li Cht lng phc v

Hnh nh Hiu qu Ti chnh Quyn lc

Ti liu QTKD NHTM Marketing Ngn hng

Sn sng ni vi mt s ngn hng nhng g h thch c thng tin

Khng mun ngn hng c qu nhiu thng tin v c nhn h

Mun bit nhiu iu v mi khch hng v khch hng tim nng

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Qung co Qun l thi gian Th trc tip in thoi

Thi gian ca nhn vin Khuyn mi

Chi ph thu ht 1 khch hng mi nhiu gp 5 ln gi 1 khch hng c

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Ti liu QTKD NHTM Marketing Ngn hng

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Hnh 3.1: Cc sn phm c bn ca ngn hng