MC LC

Vietinbank Th dnh cho phi p ..........................................................................................4 3.2 Nhng hn ch v nguyn nhn..........................................................................................22 3.3 Gii php, kin ngh............................................................................................................22

NHNG T VIT TT

ACB ABBank ANZ DN DongA Bank Eximbank HSBC MHB

: Ngn hng Thng mi c phn Chu : Ngn hng Thng mi c phn An Bnh : Ngn hng ANZ Vit Nam : Doanh nghip : Ngn hng Thng mi c phn ng : Ngn hng xut nhp khu Vit Nam : Ngn hng Hng Kng - Thng Hi : MEKONG HOUSING BANK
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NHNN Sacombank SCB SeaBank SME VIB Bank VIETABANK Vietcombank Vietinbank Techcombank

: Ngn hng Nh nc : Ngn hng Thng mi c phn Si Gn Thng tn : Ngn hng Thng mi c phn Si Gn : Ngn hng Thng mi c phn ng Nam : Doanh nghip va v nh : Ngn hng Quc t : Ngn hng Thng mi c phn Vit : Ngn hng Thng mi c phn Ngoi thng Vit Nam : Ngn hng Thng mi c phn Cng thng Vit Nam : Ngn hng Thng mi c phn K thng Vit Nam

1. M U

Phn khc th trng l mt hot ng xc nh nhng c im chung ca mt nhm i tng khch hng trong th trng tng th. Mc ch ca vic phn khc l chia th trng tng th thnh nhng th trng nh hn vi nhng khch hng c chung nhu cu. Cc nh kinh doanh ngn hng nhn thc c s cn thit phi tin hnh phn khc th trng, la chn th trng mc tiu v nh v sn phm, dch v ca mnh. Tuy nhin, ngn hng c th chn c mt v tr trn th trng th khng phi d bi l khng phi ch c mt mnh h chim lnh trn th trng m trc mt h l rt nhiu cc i th cnh tranh c nhng cch thc li ko khch hng rt tinh vi v khn kho. Cho nn, phn khc th trng, xc nh th trng mc tiu c hiu thc cht l bit tp trung n lc ca ngn hng vo ng v tr th trng, xc nh cho mnh mt t cch ring, mt hnh nh ring, nht qun khng nh kh nng ca mnh mt cch hiu qu nht.

Trc y, cc ngn hng ch a ra th trng hai loi sn phm c bn c th l huy ng tin gi tit kim v cho vay cho ton b th trng. Sau ny, trc nhu cu ca khch hng nn cc ngn hng ch ng pht trin cc sn phm, dch v a dng hn ch h khng bit th no l phn on th trng to ra nhiu loi sn phm, dch v khc nhau nh vy. Ngy nay, do phi i mt vi s cnh tranh mnh m hu ht cc ngn hng u nhn thy rng cn phi ch ng phn chia khch hng theo nhng du hiu nht nh, cn nhn bit r nhu cu ca nhng nhm khch hng khc nhau ngn hng ch tp trung vo phc v mt b phn khch hng c th. Nu thc hin theo chin lc ny th chc chn cng vic kinh doanh ca ngn hng s t hiu qu cao. Phn on th trng nhm mc ch gip ngn hng trong vic la chn chnh xc on th trng mc tiu. Sau khi nh gi cc phn khc th trng khc nhau, ngn hng cn phi quyt nh la chn cc khc th trng c th tin hnh chin lc kinh doanh. l vn la chn th trng mc tiu. Th trng mc tiu chnh l th trng bao gm cc khch hng c cng nhu cu hay mong mun m ngn hng c kh nng p ng, hoc ng thi c th to ra u th hn so vi i th cnh tranh v t c cc mc tiu Marketing.

2. NI DUNG 2.1. PHN KHC TH TRNG C NHN 2.1.1 Theo gii tnh Hin nay, ph n ngy cng tham gia nhiu hn vo i sng kinh t - chnh tr vn ha x hi cng nh vic kim tin nn h cng ngy cng s dng nhiu dch v ngn hng hn trc. Do , hiu tt hn trong vic giao tip cng nh thc hin dch v dnh ring cho khch hng n, cc ngn hng tm hiu v phn khc th trng dnh ring cho ph n. Sacombank Ngn hng 8/3 Nhm tn vinh vai tr ngi ph n hin i i vi vic qun l ti chnh trong gia nh v ngoi x hi, Sacombank trin khai m hnh ngn hng c bit ch dnh ring cho phi p vi tn gi rt ngha: Chi nhnh 8 thng 3. Ngoi vic cung ng tt c cc sn phm dch v ngn hng thng thng nh cc chi nhnh khc trong ton h thng, cc Chi nhnh 8 thng 3 ca Sacombank u t
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nghin cu nhu cu, s thch v thi quen ca cc khch hng l n gii cho ra i cc sn phm - dch v c trng cho phi p nh ti khon tin gi u C, th tn dng Ladies First, im c bit khc ca m hnh Chi nhnh 8 thng 3 chnh l: ton b i ng cn b, nhn vin v khch hng u l phi p. iu ny cng to c s khc bit ln trong hot ng kinh doanh ca Sacombank. Vi i ng cn b nhn vin n tr trung, nng ng v y nhit huyt cng cung cch phc vu chuyn nghip, cc Chi nhnh 8 Thng 3 ca Sacombank lun n lc trong mi hot ng kinh doanh v trong cng tc chm sc khach hng vi cam kt lun mang n cho khch hng nhng dch v ti chnh u vit nht, tt c hng n v s tin b ca ngi ph n Vit Nam hin i. SCB Cm n hoa hng Chng trnh Chm sc Khch hng n Cm n Hoa Hng ca SCB c thc hin di hnh thc tch ly im thng i qu tng v quay s trng thng vo cc dp c bit dnh ring cho Ph n: Ngy Quc t Ph n 08/3 v Ngy Ph n Vit Nam 20/10 hng nm. Khch hng s c tng im khi thc hin cc giao dch gi tin lin quan n cc sn phm "Chic v thng minh", "Tit kim 8 ch vng", "Ti khon B Triu". S im c tnh da trn tin li d chi hng thng (i vi hnh thc lnh li cui k) hoc tin li Khch hng c hng hng thng (i vi hnh thc lnh li hng thng). Vietinbank Th dnh cho phi p S ra i ca th ghi n E-Partner PinkCard gip ch em ph n c mt phng tin thanh ton tht hin i v tin ch vi nhiu tnh nng khc bit. Khng ch thc hin cc chc nng rt tin v thanh ton hng ho ti h thng ATM ca Vietinbank, ch th E-Partner PinkCard cn c th thc hin giao dch ti gn 2.000 ATM v POS thuc h thng Banknetvn tri rng trn ton quc. Bn cnh , n cn gip ngi ph n np tin vo ti khon in thoi ch bng tin nhn SMS bng dch v VNTOPUP. Hay cng c th ch ng vn tin v thanh ton trc tuyn ha n vi cc nh cung cp cc dch v nh in thoi, in lc.. thng qua dch v SMART PAYMENT ca Vietinbank. Ngoi ra, nu ti khon cn d tin cha cn dng n, ch cn 1 thao tc trn ATM, tin ca bn s c chuyn sang tin gi tit kim hng li sut cao hn. Xut pht t nhng nhu cu mong mun ca ch em ph n, Vietinbank cho ra i tng chic th Chm sc ph n gn lin vi PinkCard. Ch cn gi in thoi hn
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trc, ch s c khm sc kho min ph ti cc Trung tm Y t trn khp ton quc. Ngoi ra, ngay khi pht hnh th, ch th cn c tng 6 k bo Cm nang mua sm Lady, y l nhng mn qu ht sc c ngha vi ch em ph n. Vi mc tiu, Tn vinh phi p, Vietinbank mun tn vinh mt na v cng quan trng ca th gii: l Phi p. E-Partner PinkCard khng ch l mt phng tin thanh ton hin i m cn l ngi bn ng hnh vi ngi ph n trong nhp sng hin i lun mong mun c Quan tm v Chia s. 2.1.2 Theo tui Tui tc ca khch hng l mt trong nhng phng php n gin nht phn khc th trng. Tui tc ca mt ngi c ngha quan trng i vi vic s dng dch v ngn hng. Cc nghin cu cho thy nhng khch hng tr tui hn thng c nhu cu vay mn nhiu hn so vi nhng khch hng ln tui hn c xu hng gi tin nhiu hn vay tin.
2.1.2.1 Sinh vin, hc sinh

Hin nay, cc ngn hng thng mi Vit Nam u tip cn cc trng i hc v Cao ng cung cp dch v th ATM cho sinh vin nhm to thun li cho sinh vin trong qu trnh hc tp, sinh hot nh np hc ph, rt tin, chuyn tin, vay vn. Ngoi ra cc ngn hng cng b thu ht bi tim nng sinh li ca phn khc khch hng ny khi h l nhng ngi vt tri trong ngh nghip tng lai ca h. Trong n lc tr ha c s khch hng ca mnh, cc ngn hng cng cho rng hc sinh cng l mt phn khc quan trng v y l mt b phn ng k ca dn s v chng s hu mt sc mua ty vi s tin ca chng, qu tng v thu nhp chng c c cng nh chng cng tit kim nhiu. DongA Bank Vay thanh ton hc ph vi mc cho vay ti a 100% hc ph ca 4 nm hc (lp 9, 10, 11 v 12) Vay du hc h tr ti chnh trong vic thanh ton tin hc ph v sinh hot ph cho con em i du hc, mc cho vay ti a l 100% hc ph v sinh hot ph, thi hn cho vay ti a l 10 nm. Th lin kt sinh vin: Vi th ny, bn d dng thanh ton hc ph, nhn hc bng cng nh thc hin cc giao dch ti chnh: rt tin, gi tin, chuyn khon, thanh ton t ng, mua sm online Techcombank
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 Du hc ti ch: nhm cung cp ti chnh h tr cc du hc sinh tham d cc kho cao hc ca nc ngoi ti cc trng i hc v cc trung tm o to danh ting ti H Ni, thnh ph H Ch Minh. Du hc nc ngoi: Hn mc cho vay ti a ln n 70% tng chi ph ca kha hc, bao gm: tin v my bay, hc ph, chi ph lm visa, tin bo him. v tin n sinh hot trong sut qu trnh hc. Vic xc nh mc vay cn c cc yu cu thanh ton ca cc trung tm/trng nhn o to lu hc sinh. Thi hn cho vay: ti a 60 thng Sacombank Dch v h tr du hc l dch v Ngn hng nhm p ng nhu cu cho chnh khch hng hoc cho ngi thn ca khch hng i hc tp nc ngoi, gm c cc dch v: t vn du hc, xc nh nng lc ti chnh, chuyn tin ra nc ngoi, cho vay du hc. Sacombank ti tr vn cho du hc sinh thc hin chi tr hc ph v cc chi ph pht sinh. ACB Dch v H tr ti chnh du hc cung cp trn gi cc sn phm dch v vi cht lng tt nht, gii quyt nhanh chng nhng bn tm ca qu khch trong qu trnh chun b h s cho con em mnh i du hc. Dch v H tr ti chnh du hc ca ACB bao gm: Pht hnh Hp ng tn dng hn mc, m s tit kim/ti khon v xc nhn s d s tit kim/ti khon, pht hnh giy chng nhn nh gi bt ng sn, cho vay thanh ton chi ph du hc, dch v chuyn tin thanh ton chi ph du hc, th tn dng, th thanh ton.
2.1.2.2 Nhm ngi gi

Do cu trc dn s ngy cng gi i nn cc ngn hng cng quan tm nhiu hn n nhng nhm tui gi hn nhng ngi trn 50 v ngh hu nhng ngi c th c thu nhp cao v l nhng ngi c lp v c ti sn ln. Do vy, di quan im ca cc ngn hng th y l nhng khch hng mc tiu ng gi cho cc sn phm tit kim. Trong thc t th ngi cao tui nm gi mt khon khng nh gi tr x hi, tuy nhin h li thng thch gi tin bc ti nh cho an ton, lm nh vy khon tin va khng sinh li m cn ngy cng mt gi tr. V vy thu ht ngun tin ny th cc ngn hng c nhng chnh sch c bit dnh ring cho ngi cao tui, in hnh ti Vit Nam l cc ngn hng MHB, SCB, VIETABANK. Chng trnh Tit kim ngi cao tui VND ca MHB Tin ch sn phm:
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 L sn phm tit kim c bit u i dnh cho khch hng cao tui vi li sut hp dn. c rt vn trc hn, hng li sut khng k hn ti thi im rt tin cho s ngy thc gi. C th y quyn cho ngi khc nhn tin thay hoc gi h tin vo s tit kim m (p dng t ln gi th hai). Xc nhn kh nng ti chnh cho Qu khch hoc thn nhn i du lch, hc tp,... nc ngoi. S dng m bo cho cc khon vay, bo lnh, thu chi th ti MHB. Vo ngy o hn, qu khch c th yu cu MHB chuyn sang k hn mi khc vi k hn gi ban u. Chng trnh Tch ly hu tr ca SCB Sn phm tit kim Tch ly hu tr hng vo i tng ngi cao tui l mt chin lc ca SCB, nhm tung ra th trng chm sn phm tch ly theo chu k sng ca con ngi p ng nhu cu ca tt c cc th h trong gia nh. Sn phm tit kim Tch ly hu tr s gip cho s tin tch ly ca khch hng ngy cng gia tng v c ngi thn s c mt cuc sng nhn h m vn m bo ngun ti chnh trong thi gian ngh hu. Tit kim Tch ly hu tr l hnh thc tit kim tch gp theo nh k nhng khon tin nhn ri hin ti, c c khon tin ln trong tng lai. Ngi th hng do ngi gi tin ch nh khi m s v c th thay i theo yu cu ca ngi gi tin hoc ngi nhn chuyn nhng (nu s tit kim c chuyn nhng). Mi s tit kim c th c nhiu ngi th hng cng nh c th l ngi gi tin hoc ngi nhn chuyn nhng, nhng phi t 50 tui tr ln. Vi sn phm ny, khch hng c th tch ly (ngn hn: 1-2 nm, trung hn: 3-5 nm, di hn: 6-10 nm) vi loi tin VN. nh k gi c th l: 1 thng, 2 thng, 3 thng, 6 thng, hng nm . Khch hng c tnh li cui k v tin li c tr mt ln khi s tit kim Tch ly hu tr ca khch hng o hn. Li sut Tch ly hu tr c tnh trn c s li sut bnh qun ca tit kim thng thng theo thi gian c gi, c nhp gc theo tng nm v li sut c tng ln hng nm trong qu trnh tch ly ca khch hng. Trong qu trnh thc hin Tch ly hu tr, khch hng c th gi tng thm so vi s tin gi ca mi nh k gi. S tin gi nh k, nu tng thm t 19 triu ng
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tr ln so vi s tin cam kt s c tng thm li sut 0,001 %/thng cho k gi tng thm . c bit, khch hng c th gi nhiu ln trong mt nh k v s c hng mc li sut cam kt theo thi gian thc gi. Ngoi ra, SCB s tng qu cho mt ngi th hng v ngi gi tin t 50 tui tr ln khi tham gia tit kim Tch ly hu tr nhn cc s kin nh: k nim Ngy Quc t Ngi cao tui (1-10), Ngy ca M (ngy ch nht -tun th 2 ca thng 5 ), Ngy ca Cha (ngy ch nht tun th 3 ca thng 6), l Vu Lan (ngy 15-7 m lch). i vi s m trc cc s kin, nu s d ca s ti thi im tng qu t t 20 triu ng tr ln, SCB s tng khch hng mt phn qu tr gi 60.000 ng. Bn cnh , SCB cn tng thm 0,30% trn gi tr gi ln hn 20 triu ng bng tin mt hoc chuyn khon vo ti khon thanh ton ca khch hng. Khi c nhu cu, ngi tham gia chng trnh c th vay cm c ti a n 100% gi tr gc ca s ti thi im cm c ty theo thi hn cn li ca s v theo quy nh hin hnh ca SCB v cho vay cm c. Ngoi nhng quyn li trn, ngi tham gia cn c u i khi c nhu cu ngoi t cho mc ch du lch, cha bnh. ng thi, h c th vay p ng nhu cu thiu ht tm thi vi th tc n gin. V khi m s tit kim Tch ly hu tr, s c m ti khon thanh ton min ph. Mi s tit kim Tch ly hu tr c cp min ph mt th ATM SCB link. Chng trnh Tit kim 50T +++ ca VIETABANK Tit kim 50T +++ l chng trnh u i dnh cho khch hng t 50 tui tr ln c hng li sut cng thm theo k hn gi, tng th Advance v cc hnh thc khuyn mi khc i km. Cc li ch m chng trnh a ra: + Tng thm li sut:
MC TIN GI T 700 USD n di 6.000 USD T 6.000 USD n di 30.000 USD T 30.000 USD tr ln LI SUT TNG THM (% / NM) 0.03 0.06 0.1

+ Tng min ph ngay Advance Card (nu khch hng c nhu cu s dng th) + Tham gia cc chng trnh huy ng d thng khc (nu c).
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2.1.3 Theo thu nhp Thu nhp c s dng nh mt tiu ch quan trng trong vic phn khc th trng. Cn c vo mc thu nhp c th chia th trng thnh nhng cp nh thu nhp cao, trung bnh, thp. Tuy nhin, cng vi s pht trin ca nn kinh t th trng vic phn phi thu nhp ngy cng c xu hng gia tng. Mt s nh c nhn s chim hu ngy cng nhiu ti sn ca x hi. Ngn hng hng n khch hng vip Vic hng ti cc khch hng c thu nhp t trung bnh kh tr ln ang dn tr thnh xu th ca cc ngn hng hin i v khi cc ngn hng ngoi khng ngng y mnh vic chinh phc mng th phn ny th cc ngn hng ni cng khng ng ngoi cuc. Tuy khch hng VIP ch chim t l nh song cc chuyn gia trong ngnh ln cc nh qun l ngn hng li cho rng y mt phn khc th trng y tim nng bi theo logic, khi i sng ngy cng pht trin th s ngi giu s nhiu ln, ng thi nhu cu s dng cc dch v ti chnh ngn hng ngy cng tng. Thng thng, khch hng n ngn hng giao dch thng c phc v theo nhng nguyn tc quy nh ca ngn hng , nhng vi khch hng cao cp th i hi nhng iu nm ngoi quy nh. V vy, s phong ph, a dng v sn phm - dch v theo cng phi m bo p ng yu cu kht khe ca cc khch hng thng lu. Techcombank Ngn hng u tin Techcombank trin khai dch v "Ngn hng u tin" thit k ring cho cc khch hng c ng gp ln n kt qu hot ng kinh doanh ca ngn hng. Dch v "Ngn hng u tin" ca Techcombank c xy dng da trn c s mt u mi lin kt vi ngn hng thng qua chuyn vin chm sc khch hng cao cp ca ngn hng. iu ny s gip khch hng rt ngn c thi gian v th tc khi giao dch. Bn cnh , nhng sn phm dnh cho khch hng cao cp cng c cc ngn hng ch trng v c mc u tin cao hn so vi cc sn phm dch v dnh cho khch hng ph thng. Khi s dng dch v ngn hng u tin, cc khch hng s nhn c mt chui cc dch v v li ch do khch hng cung cp nh: cc gii php ti chnh, cho vay, m bo, u t... cng nh nhng sn phm mi c th cng vi cht lng cao p ng ti a nhu cu ca tng lp khch hng ny. Vi cc khch hng cao cp, lu lng s dng giao dch thng rt ln v mt rt nhiu thi gian. V vy, an ton v gim thiu thi gian ca khch hng cng nh gip cc khch hng khc giao dch nhanh hn, ngn hng b tr mt knh ring phc v cc khch hng ny.
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 ongA Bank VIP Banking DongA Bank va chnh thc khai trng dch v DongA VIP Banking dnh cho i tng khch hng cao cp ln u tin c ti TP. H Ch Minh. im khc bit ca VIP Banking chnh l, mi nhu cu ti chnh c thc hin khng ch ti ngn hng, m mi lc mi ni. Vi VIP Banking, khch hng s c cc chuyn vin dnh ring chia s v gii quyt cc nhu cu ti chnh. Bn cnh , cn c i ng chuyn gia kinh nghim t vn u t chng khon, vng, ngoi hi hay dch v ti chnh doanh nghip, hn th l mi giao dch u c cam kt thc hin nhanh chng, chnh xc v bo mt. Ngoi ra, DongA VIP Banking cn c nhng u i c bit v ph dch v, mc li sut c bit hn so vi li sut hin hnh cho tin gi c k hn v tn dng c nhn, chnh sch u i vi dch v thu chi v th tn dng iu kin tr thnh khch hng VIP ca DongA Bank l c tin gi tit kim t 2 t ng tr ln, hoc c tin gi thanh ton, ti khon th bnh qun trong 6 thng t 500 triu ng tr ln, hoc c ng s hu t 2 t ng mnh gi c phiu tr ln, hay l khch hng c thu nhp t 70 triu ng/thng. Nhn dp ny, DongA Bank cng cho ra i 2 loi th Ruby Card v Sappire Card dnh cho i tng khch hng c bit ny. HSBC Premier HSBC Premier l dch v ngn hng c nhn cao cp v ring bit. Khch hng c th d dng tip cn ti mi ni Qu khch lm vic hay sinh sng. Nhng khch hng c nhn c duy tr s d giao dch khong 1 t ng l c th tr thnh khch hng Premier ca HSBC. Cc tin ch ca dch v ny bao gm truy vn thng tin v qun l tt c cc ti khon HSBC trn ton cu ch thng qua mt trang web duy nht, c min ph tin chuyn khon trc tuyn gia cc ti khon c nhn trong h thng ngn hng HSBC, c h tr thng qua dch v khn cp 24/7 trn ton cu ca HSBC vi mt s in thoi duy nht trn ton cu, cho php cp li th tn dng v ng trc khon tin mt ti thiu 2.000 la M trong cc trng hp khn cp. Th tn dng quc t Sacombank Platinum Sacombank l ngn hng u tin ti Vit Nam pht hnh th tn dng quc t Platinum. Th tn dng quc t Sacombank Platinum l sn phm th cao cp dnh ring cho cc khch hng c thu nhp hng thng t 60 triu ng tr ln. Ch th Sacombank Platinum s c cp hn mc tn dng t 200 triu ng n 1 t ng.

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Ngoi nhng tnh nng thng thng ca mt th tn dng quc t nh rt tin mt, mua sm trc, thanh ton sau trn phm vi ton cu v qua hnh thc giao dch trc truyn trn Internet, Sacombank Platinum cn mang n cho ch th nhng tin ch cao cp nh cc dch v t v my bay v t phng khch sn; thu xe hi c bit dng xe limousine cao cp; dch v tng hoa v qu; t phng hp/hi ngh, thu thng dch vin cng cc thng tin v visa/h chiu/hi quan trc mi chuyn i; thng tin cc im t ATM, t gi tin t v nhng thng tin t vn v y t, lut php v nghi thc cc nc c bit vi cng ngh bo mt thng tin hng u ca Chip EMV, ch th Sacombank Visa Platinum hon ton yn tm tr thnh thng khch bt c ni u. Theo nh gi cc chuyn gia, phn khc khch hng cao cp ti khu vc chu khu vc c nh gi c phn khc khch hng cao cp pht trin nhanh nht th gii v xu hng ny ngy cng gia tng. Cc ngn hng Vit Nam cng ang dn hng cc sn phm v dch v nhiu hn ti phn khc khch hng cao cp ny. iu ny ha hn mt cuc ua mi ca cc ngn hng v cc sn phm dch v cht lng cao. 2.1.4 Theo ngh nghip
2.1.4.1 DongA Bank Th Bc s

Dong A Bank lun trn trng nhng ng gp qu bu, ht lng tn ty v sc khe cng ng ca nhng ngi lm ngh y, DongA Bank hn hnh pht hnh Th Bc s (Dr Card) dnh ring cho cc y bc s. Vi Dr Card, cc bc s s tr thnh Khch hng VIP ca DongA Bank, c tn hng cc dch v cao cp v nhiu quyn li u tin c bit khi giao dch. Dr Card mang y tnh nng ca Th a nng ng . Tin ch c nhn din v phc v nh khch hng VIP ca DongA Bank c s dng cc tin ch nh Th a nng ng c cung cp cc li ch cng thm trn th dnh ring cho Y Bc s, t s gp ca chnh cc Y bc s vi DongA Bank thng qua tng i 1900545464 hoc gp trc tip ti cc im giao dch ca DongA Bank.
2.1.4.2 Cho vay i vi cn b, cng nhn vin chc

ACB Vay cn b cng nhn vin l sn phm cho vay tr gp vi li sut u i v s tin vay c th ln n 100 triu ng dnh cho cn b cng nhn vin c quan hnh chnh s nghip hoc cng ty nh nc tham gia hot ng cng ch, vay tp th t 5 ngi tr ln.
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c tnh sn phm: S tin vay: ti a 10 ln thu nhp rng hng thng, c th ln n 100 triu ng, ty theo nhu cu v thu nhp ca khch hng. Thi hn vay: t 12 n 36 thng. Li sut v ph: theo quy nh ca ACB ti tng thi im. Phng thc tr n: tr gp (vn + li) c nh. Hng thng ACB t ng tr ti khon tin gi thanh ton ca ngi vay ti ACB. Vietcombank Bn c th tho mn nhu cu tiu dng nhanh chng, thun tin thng qua khon vay do Vietcombank cung cp m khng cn c ti sn bo m. S dng Gi sn phm cho vay CBCNV bn s c: S dng trn gi mt b ba sn phm: cho vay tiu dng, thu chi v pht hnh th tn dng; Tng hn mc vay vn tng ng 12 thng lng ca bn v ti a ln ti 200 triu ng, hn mc ny c s dng mt cch linh hot gia b ba sn phm. Th tc vay tr thun tin, nhanh chng, bn s nhn c cu tr li t Vietcombank ti a trong vng 03 ngy lm vic k t khi Vietcombank nhn c y b h s. Bn c th s dng ngay Gi sn phm khi: lm vic n nh ti thiu 12 thng ti c quan cng tc hin nay; C lng trung bnh mt thng ti thiu l 02 triu ng; C ti khon tin gi thanh ton ti Vietcombank Techcombank Chng trnh cho vay c phn ho ca Techcombank h tr ti chnh cho cn b, cng nhn, vin chc v nh u t vay mua c phn ca cc Doanh nghip nh nc ang c phn ho v cc Cng ty c phn. c im v li ch Mc tin vay: Techcombank h tr khch hng ti a 70% tng gi tr mnh gi c phiu ng k mua v c php mua ti doanh nghip.

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 Phng thc tr li: Tin gc, tin li c tr gp hng thng, Techcombank c th cn c vo ngy pht lng hng thng to iu kin thun li cho khch hng. Techcombank m bo mc li sut hp l cho khch hng, i ng nhn vin lun sn sng t vn, hng dn cho khch hng han thnh th tc trong thi gian nhanh nht. 2.1.5 Theo hnh vi Cho vay tiu dng Khi mc sng tng ln, nhu cu v cc tin nghi cho cuc sng hin i cng ngy cng ln. Vi mt b phn gii tr c thu nhp n nh, nhu cu c th l mt ngi nh, cn h vi y tin nghi, thm ch c mt chic xe hi i mi. Vic p ng cc nhu cu ny i hi mt ngun ti chnh tng i ln. V th, cc sn phm cho vay tiu dng ca ngn hng ang ngy cng thu ht gii tr. Techcombank sn phm cho vay tiu dng Gia nh tr Th trng cho vay tiu dng c nh gi l hp dn v y tim nng. Trong iu kin cha nng lc ti chnh trong vic mua sm sn phm c gi tr tr tin ngay mt ln, vay tr gp l mt trong nhng la chn ca ngi tiu dng. i tng m Gia nh tr hng ti l cc gia nh hoc c nhn c ngh nghip n nh, thu nhp trung bnh mt thng ti thiu l 2,5 triu ng/ngi, hoc 6 triu ng cho c v v chng. p lc tr n ca khch hng cng c tnh ton, v vi thi gian cho vay di, gim thiu lo lng ca khch hng. Techcombank cung ng gi tn dng ti a ln ti 1.500.000.000 ng p ng nhu cu trn gi ca c nhn v gia nh v nh , trang b dng gia nh, t, v cc sn phm dch v v th to dng mt cuc sng tin nghi v n nh. Thi hn cho vay ti a l 20 nm vi mua nh, 5 nm vi mua -t, v 2 nm vi mua trang b dng gia nh. T l cho vay ti a: 80% tng nhu cu vn vay mua nh, 80% tng nhu cu vn vay mua t (theo chng trnh t xn), 50% tng nhu cu vn vay mua sm trang thit b sinh hat (ti thiu vay mua trang thit b l 30 triu ng). Phng thc thanh ton thun li cho khch hng trn c s c tnh n vic thu nhp s c xu hng tng ln theo thi gian v kh nng tr n ca khch hng cng c ci thin. Ngoi li, khch hng ch phi thanh ton 15% vn gc trong thi gian u v 25%, 30% v 30% trong cc thi gian cn li.

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 Li sut cho vay hp l, linh hot v c iu chnh ph hp vi nhng thay i ca th trng. Khch hng s c gii quyt th tc vay vn mt cch thun li v nhanh chng vi s gip ca mt i ng nhn vin tr, chuyn nghip, nng ng, nhit tnh. Li sut vay mua nh v mua t c xc nh trn c s li sut tit kim thng k hn 12 thng loi lnh li cui k ca Techcombank cng bin ti thiu 0,30%/thng tu theo thi hn v mc ri ro ca tng khon vay c th. Khch hng c th s dng chnh ngi nh mua lm ti sn m bo cho khon vay Hin nay, Gia nh tr vn c duy tr v tr thnh mt ci tn kh qun v c bit c khch hng nh gi l sn phm mang du n c trng ca Techcombank, m mn cho vic thay i t duy, thi quen tiu dng ca ngi Vit Nam. Mt s ngn hng khc Ngoi Gia nh tr ca Techcombank, nhiu ngn hng a ra cc sn phm cho vay vi cc iu kin hp dn. T HSBC sn sng gii quyt (trong vng 24 gi) p ng nhu cu mn xi trc, tr sau nu bn l ngi lm vic c mc lng n nh. Ngn hng ACB cng trin khai sn phm cho vay thu chi dnh cho c nhn t cui nm 2006. Khng chu thua km, u nm 2007, VIB Bank cng trin khai Sn phm thu chi ti khon th i vi khch hng s dng dch v th v chi tr tin lng qua th VIB Values. Eximbank cng tung ra sn phm Thu chi ti khon c nhn. Hin nhiu ngn hng khc cng n u xu hng trn bng cc sn phm cho vay tiu dng vi nhiu tnh nng hp dn, nh SeABank vi sn phm cho vay mua t, ABBank vi sn phm Uhouse cho vay ti 20 nm... Xu hng tiu trc, t t tr ang ngy cng pht trin, nht l trong gii tr Vit. C th ni y l mt xu hng hin i trong giai on hi nhp. V Techcombank tin phong vi sn phm Gia nh tr. 2.1.6 Theo tn gio, dn tc Sacombank Chi nhnh Hoa Vit Sacombank ngoi vic cung cp cho khch hng nhng sn phm dch v ngn hng hin i, phong cch phc v chuyn nghip, cn lun hng n vic tm ti nhng cch thc tip cn khch hng mt cch mi l. V s hnh thnh Sacombank
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Chi nhnh Hoa Vit cng xut pht t tng , nhm phc v mt cch tt nht h khch hng ngi Hoa hin hu ca ngn hng, ng thi thu ht thm ngun khch hng mi n t cc quc gia ni ting Hoa trong khu vc (Trung Quc, i Loan, Hng Kng,) bng nhng sn phm, dch v v phong cch phc v mang nt c trng truyn thng Trung Hoa. Hin nay, Vit Nam c xem l mt trong nhng quc gia thu ht u t nc ngoi cao nht th gii v nc lng ging Trung Quc cng nh cc quc gia s dng ting Hoa ang ngy cng gia tng mi quan h giao thng vi Vit Nam. Tuy nhin, kh nhiu cc nh u t gp kh khn v ngn ng trong giao dch bi ting Hoa cha phi l ngn ng ph bin trong giao t trn th gii, ngay Vit Nam cng ch tp trung xung quanh khu vc Ch Ln, TP. HCM. Bn cnh , hu ht cc ngn hng Vit Nam hin nay, i ng nhn vin phc v c kh nng s dng ting Hoa cn rt khim tn, a phn ch bit ting Qung ng v ting ph thng. Nm bt nhng vn , Sacombank nhanh chng nh hnh v mt m hnh chi nhnh chuyn phc v cho cc i tng khch hng ch s dng ting Hoa: t ting ph thng, Quan Thoi, Qung ng,... cho n ting Triu Chu, Phc Kin. Sacombank Chi nhnh Hoa Vit vi i ng nhn vin khng nhng lu lot trong vic s dng Hoa ng, m cn tch cc trau di kin thc v phong tc, tp qun, vn ha Trung Hoa c th hiu v phc v khch hng tn tm nht. Thm vo , ton b hnh nh, ng phc, cch trang tr,... ca Chi nhnh u mang dng dp vn ha Trung Hoa. Sacombank - Chi nhnh Hoa Vit chnh thc i vo hot ng t ngy 10/08/2007 ti a ch 382A-B Trn Hng o, Qun 5, TP. H Ch Minh, dnh ring phc v cho cc i tng kiu bo ngi Hoa hn 500.000 ngi ang sinh sng v lm vic ti TP. HCM, trong c n 30% l doanh nghip do ngi Hoa lm ch. S ra i ca Chi nhnh mt ln na nh du bc tin ni bt ca Sacombank trong chin lc hng n cc m hnh ngn hng chuyn bit. Sacombank Chi nhnh Hoa Vit khng nhng p ng nhng sn phm, dch v ngn hng nh cc chi nhnh khc trn ton h thng Sacombank, m cn c nhng sn phm c trng ch c ti Chi nhnh Hoa Vit.
2.2

PHN KHC TH TRNG DOANH NGHIP 2.2.1 Theo ngnh ngh

DongA Bank - Cho vay u t d n bt ng sn

Bt ng sn l mt th trng c nhiu c hi kinh doanh cng nh em li li nhun cao nht khng ch ti th trng Vit Nam m cn trn ton th gii. Nhm h tr
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cc nh u t nm bt nhng c hi vng, sn phm Cho vay u t d n bt ng sn ti DongA Bank cung cp kp thi cc ngun vn phc v cho vic u t xy dng bt ng sn bn, cho thu, cho thu mua ca DN vi mc li sut hp dn, thi gian vay v loi tin cho vay a dng. Cho vay u t d n bt ng sn l sn phm vay trung di hn p ng nhu cu vn u t cc d n bt ng sn kinh doanh ca khch hng l DN kinh doanh bt ng sn Tin ch Thi hn vay trung di hn ph hp vi thi gian hon vn ca d n u t. c th chp ti sn hnh thnh t vn vay c n hn trong thi gian trin khai d n gim p lc tr n T l ti tr cao. Li sut hp l. Th tc n gin, thi gian gii quyt h s nhanh chng.

VietinBank Khch hng quyt nh li sut

Nhm p ng nhu cu vay vn ca khch hng trong hot ng sn xut kinh doanh, VietinBank trin khai sn phm mi Khch hng quyt nh li sut dnh ring cho cc khch hng l Doanh nghip xut khu. n vi VietinBank, khch hng s c p ng nhu cu vn v to iu kin h tr u i tt nht. Vi sn phm tn dng ny, khch hng c th ch ng, linh hot la chn mc li sut vay vn mong mun. Sn phm c trin khai nhm h tr, to nhng u i ln nht i vi khch hng xut khu, p ng nhu cu vay vn lu ng ca khch hng trong thi gian ti a l 04 thng. Khch hng c th ch ng quyt nh mc li sut p dng cho khon vay VN ngn hn ng thi c th bn ngoi t k hn cho Vietinbank vi t gi cao hn t gi giao ngay. Li ch khi s dng sn phm: Khch hng c ch ng la chn mc li sut vay vn mong mun. Li sut thc t khch hng phi tr c u i ti mc thp nht so vi cc sn phm khc.

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 Gip khch hng c ch ng la chn li sut vay vn u i. Mt khc, t gi bn ngoi t ca khch hng l t gi k hn cao hn t gi giao ngay, m bo li ch ca khch hng:va c vay vn vi li sut hp l va trnh c ri ro t gi p ng nhu cu vn lu ng cho khch hng trong thi gian ngun ngoi t cha v.
2.2.2

Theo quy m kinh doanh

2.2.2.1 Doanh nghip ln

HSBC Tin ch ti tr vn lu ng thng qua hnh thc Thu chi hoc Hn mc tn dng ngn hn ph hp vi vng quay vn ca DN, to iu kin cho doanh nghip thc y hot ng kinh doanh. HSBC c th linh hot cp vn cho DN gii quyt tnh hung khn cp hoc s c thiu ht tin mt ngoi d tnh. Techcombank i tng khch hng - Khch hng mc tiu l cc DN ln hot ng trong lnh vc kinh doanh xut nhp khu - Hoc khch hng l cc DN thng mi hoc sn xut trong nc c nhu cu s dng dch v giao nhn, vn ti, kho bi. - C nhu cu c cp tn dng da trn th chp hng ho lm ti sn bo m, km theo s dng cc dch v Logistics (giao nhn, vn ti, hi quan ...) Li ch - Thun tin, tit kim thi gian v chi ph cnh tranh cho khch hng - u i trong cc iu kin cp hn mc tn dng trn c s khch hng cm c hng c s dng dch v Logistics. - Mc cho vay ti a ln ti 80% gi tr l hng - Gim cc th tc hnh chnh v xut/nhp, kim nh, hi quancho khch hng
2.2.2.2 Doanh nghip va v nh

HSBC Ngn hng a ra gi dch v Business Vantage dnh cho doanh nghip va v nh. y l gi sn phm kt hp ton b dch v ti chnh ngn hng trong mt ti khon duy nht tt c trong mt, gm: ti khon giao dch c li sut, dch v thanh
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ton v qun l tin t, dch v ngoi hi, dch v thanh ton quc t, gi ti khon, th... vic ny gip tit kim thi gian cng nh chi ph, thun tin hn so vi trc y phi m tng ti khon ring l cho mi dch v. Ngoi ra, nhn vin cng ty cng c li khi c m ti khon min ph v hng bng ph u i khi giao dch vi ngn hng.Vi BusinessVantage, khch hng s c gim 40% ph chuyn khon trong nc, gim 50% ph chuyn khon quc t, cng nhiu li ch khc. Khch hng mc tiu ca HSBC l cc doanh nghip c thi gian hot ng t 3 nm tr ln; kinh doanh c li; c doanh thu hng nm t 1 triu n di 10 triu USD; hot ng trong lnh vc xut nhp khu, thng mi; c bo co ti chnh minh bch; v hot ng theo khun kh php l. ANZ ANZ cung cp cc sn phm v dch v dnh ring cho cc DN v ch doanh nghip. Cc sn phm v dch v bao gm cc ti khon qun l tin v ti khon giao dch, cho vay DN, dch v thanh ton ti im bn hng, lp k hoch ti chnh, thng mi quc t, th tn dng v cc cng c kinh doanh v cc ngun thng tin khc. ANZ hiu rng ch SME kh c th tip cn d dng nhng thng tin mi nht v cc vn kinh t trong nc, v xu hng pht trin ca ngnh v cc cng c kinh doanh. Mi trng kinh doanh s thay i thng xuyn cng vi hot ng kinh doanh, v vy ANZ h tr cho DN vic tip cn cc tin tc ca ngnh v thng tin kinh t cp nht gip khch hng l cc SME theo kp pht trin ca ngnh. ANZ cung cp cc dch v ti chnh dnh ring cho ngnh bn l, ngnh dch v, ngnh thng mi Eximbank i vi khch hng l SME, NH c sn phm Cho vay b sung vn kinh doanh tr gp dnh cho SME. Tin ch ca sn phm: H tr doanh nghip vay vn v c k hoch tr n gc ph hp vi hot ng sn xut kinh doanh thc t, vn gc c tr dn thnh nhiu phn k s gim p lc v ngun vn thanh ton n vay, li sut rt cnh tranh v tr theo d n gim dn. VIB VIB trin khai Chng trnh Bao thanh ton, ma vng bi thu 2010 nhm h tr Doanh nghip nng cao kh nng cnh tranh v gp sc cng doanh nghip sm v ch nm 2010. VIB s gim ph dch v bao thanh ton ni a cho khch hng DN ln n 50%; mc ng trc bao thanh ton ln n 85% tr gi khon phi thu, thi hn bao thanh
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ton ln n 180 ngy v hn mc ti a 12 thng. Ngoi ra, khch hng doanh nghip cn c hng nhiu u i khc nh: Min gim ph dch v chuyn tin trong nc, ph nh thu, ph s dng dch v VIB4U. Dch v Bao thanh ton ni a m VIB cung cp khng cn c ti sn bo m khi bn mua hng tha mn cc iu kin theo quy nh ca VIB. Tin ch ny s gii quyt vn kh khn c bn ca doanh nghip v ti sn bo m, c bit l cc SME. Ngoi ra, vi th tc thc hin n gin cng i ng nhn vin t vn nhit tnh, tn tm, doanh nghip s tit kim thi gian, chi ph v s dng ng vn hiu qu. VIB ang y mnh trin khai chng trnh rng ri trn 106 n v kinh doanh trn ton quc v m bo h tr nhanh nht cho gn 1.000 doanh nghip SME vi nhu cu cho nm 2009 d kin khong trn 8.000 t ng. Bn cnh , VIB cng ang trin khai tch cc chng trnh h tr li sut 4% ca Chnh ph dnh cho khch hng DN v c trn 2.000 t ng c gii ngn t u thng 2-2009 cho n nay. 2.2.3 Theo khu vc Khu vc nng thn Vietinbank Thc hin ch trng pht trin tam nng ca Chnh ph, VietinBank dnh ti gn 30 nghn t ng cho khu vc ny vi li sut u i ch vo khong 12%/nm. i tng cho vay cng c m rng. Theo , khng ch c c nhn, h gia nh, hp tc x, c s sn xut nng nghip, cung ng dch v nng nghip, cc sn phm ph tr m tt c cc c nhn, DN ch cn hot ng sn xut trn a bn nng thn l c th tip cn c ngun vn r trn. Mc cho vay khng cn th chp dnh cho khu vc nng thn s ln ti 200 triu ng. dng tin n ng a ch, trong thi gian qua, cc chi nhnh tch cc tip cn khch hng, phi hp vi UBND, HND a phng tuyn truyn ph bin v chng trnh... ng thi, VietinBank tng cng bin php qun l dng tin m bo an ton cho cc khon vay. c bit, mi y VietinBank trin khai sn phm cho vay kinh t trang tri. Theo , cc khch hng lm kinh t trang tri, ch trang tri, h sn xut nng nghip, nui trng thu sn c xc nh l trang tri c tham gia vo sn phm ny v c hng chnh sch li sut u i nh chng trnh tn dng nng nghip nng thn nm 2010. Thm ch nu khch hng tham gia mua bo him nng nghip, c s tin bo him ti thiu bng s vn vay th c hng mc li sut thp hn 0,1%/nm. i din VietinBank by t, ngn hng ny mun chng trnh pht trin nng nghip nng thn di hi hn nhiu, khng ch l trong nm 2010 m cn nhiu nm tip theo. Tuy nhin, c s thnh cng ca chng trnh ny cn c s h tr t pha NHNN Vit Nam cng
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nh chnh quyn cc cp. i din VietinBank cho bit, hin ngun vn r ca VietinBank kh di do p ng nhu cu ca khch hng. Trong thi gian ti, VietinBank tip tc nghin cu a ra cc chnh sch, sn phm dch v to iu kin tt nht cho doanh nghip pht trin m rng sn xut kinh doanh, to cho cc doanh nghip tng tc trong nhng thng cui nm 2010. Mc d trong qu trnh trin khai cn gp nhiu kh khn, song VietinBank s trin khai quyt lit cc gii php khi thng ngun vn r ny tip tc chy vo nn kinh t.
2.2.4

Theo doanh thu

ABBANK Top VNR 500 u thng 4/2010, ngn hng ABBANK a ra gi dch v dnh ring cho Top 500 doanh nghip hng u (Top VNR 500) vi rt nhiu gii php ti chnh linh hot v hp dn. Top VNR 500 l bng xp hng 500 doanh nghip ln nht Vit Nam theo m hnh ca Fortune 500 da trn tiu ch doanh thu do Bo in t VietNamNet v Cng ty c phn Bo co nh gi Vit Nam (VietNam Report) cng b hng nm. C th, khi cn b sung vn lu ng v ti tr d n u t, doanh nghip VNR500 c th vay tn chp vi hn mc ln n 100 t vi li sut u i nht dnh cho khch hng doanh nghip tr thm bin 0,5%/nm v lun thp hn li sut th trng. Bn cnh , pht hnh cc loi bo lnh v thc hin dch v thanh ton quc t cho cc doanh nghip VNR500 cng c c bit u tin vi mc ph thp. gii php ti chnh vi Top VNR500, ABBANK min ph m ti khon v s d ti thiu, min 100% ph giao dch ti khon trong nc trong 6 thng. Li sut i vi ti khon thanh ton c p dng mc 3,6%/nm. DN cng c th chn la cc sn phm dch v linh hot, ph hp nht vi nhu cu ca mnh v ngn hng cng p dng li sut tin gi u i nht theo tng loi hnh tin gi cng vi bin 0,5%/nm. Khng ch vy, cc doanh nghip VNR500 khi giao dch ti ABBANK cn c tng th ABBANK Premier Client; u tin x l giao dch khng cn ch v ngoi gi; tng th Visa Debit v cp hn mc thu chi cho cc nhn s cao cp ca DN 3. KT LUN 3.1 Nhn xt tnh hnh chung v xu hng pht trin Ngy nay, cng vi s pht trin ca nn kinh t, trn th trng cc ngn hng ti Vit Nam ngy cng cnh tranh rt gay gt. tn ti v pht trin, tt c cc ngn hng va phi ng u vi cc i th cnh tranh, va phi tm mi cch thuyt phc v li ko khch hng. Vic phn khc th trng bc u gip cho cc ngn hng xc nh c th trng mc tiu c th thm nhp vo n mt cch c hiu qu, trnh c nhng ri ro ng tic.
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 Thng qua cng vic phn tch nhu cu ca tng nhm khch hng, ngn hng a ra nhng gi dch v a dng phc v cho nhng nhu cu khc nhau ca tng i tng khch hng. Nng cao s hi lng ca khch hng bng vic ngy cng p ng chnh xc hn cc nhu cu ca h, d on c cc yu cu mi, chun b trc cho nhu cu ca khch hng khi h dch chuyn t phn khc ny sang phn khc khc, do ci thin hot ng duy tr quan h vi khch hng. Phn khc th trng l c s ngn hng nhn nh, nh gi th trng, n gip ngn hng theo di din bin th trng, phn on nhng thay i trong tng lai nhm n u nhu cu ca th trng Pht trin sn phm, dch v cho on th trng mc tiu, cc ngn hng phn no xc nh c v tr ca mnh trn th trng, khng nhng vy h cn tm c cho mnh th trng ph hp vi sn phm, dch v m h pht trin v to c hnh nh p trong tm tr khch hng. T nng cao th cnh tranh trn th trng. Hin nay, di p lc cnh tranh v cung cp dch v ngn hng v s pht trin nhanh chng ca cng ngh thng tin, 2010 c nh gi l nm bng n v dch v ngn hng bn l, tng cng tip cn vi nhm khch hng c nhn hn l nhm khch hng doanh nghip. Qua kho st cc ngn hng thng mi trn a bn, c n 80% s ngn hng cho bit mc tiu tr thnh ngn hng bn l vi s lng khch hng chim trn 50%. D on trong vng 10 nm ti, tc tng trng ca ngn hng bn l s l 30-40%. Hu ht cc ngn hng nhn thc c rng Vit Nam vi dn s khong 87 triu ngi vi c cu dn s tr, mc thu nhp ngy cng tng l th trng y tim nng ca cc NHTM. Bn cnh , th trng bn l cn mang li ngun doanh thu cao, chc chn v t ri ro; mang li c hi a dng ho cc sn phm v dch v phi ngn hng. Ngc li, hot ng bn bun bao gm c th trng ti chnh v hot ng u t ngn hng c th to ra ngun doanh thu n nh hn tuy nhin nguy c ri ro cng cao hn, mt trong s tim n nhng tc ng lan truyn nh ri ro v danh ting. Trong s cc ngn hng nc ngoi ang hot ng ti Vit Nam, HSBC v Citibank l hai ngn hng ni ting ton cu v kinh doanh ngn hng bn l, vi cc chin lc c th pht trin kinh doanh ngn hng bn l. Trong bi cnh , khi NHTM Vit Nam khng th ngi yn hng li th sn nh nh trc kia, nhiu ngn hng xc nh pht trin dch v ngn hng bn l l mt b phn quan trng trong chin lc pht trin ca mnh. Ngoi h thng giao dch 24h ca DongA Bank tng bc c nhn rng trn a bn TP.HCM. Mi y, ABBank chnh thc ra mt m hnh hot ng
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giao dch di dng mt siu th. Mt trong nhng sn phm c ABBank quan tm l cho khch hng c nhn vay vn mua nh, t tr gp. Tnh n thng 9/2009, d n cho vay c nhn ti ABBank t 3.500 t ng, trong cho vay mua nh, t chim 50%. Trong hot ng tn dng tiu dng, cho vay mua nh l hng i chin lc ca Maritime Bank (hin chim khong 40% tng d n cho vay tiu dng ca Ngn hng). 3.2 Nhng hn ch v nguyn nhn Phn khc th trng ngn hng Vit Nam cha thc s m rng ht tim nng v t n chuyn nghip. Mt s ngn hng cha tn dng ht c li th ca mnh. S dn tri trong phn khc th trng do s tham lam chy ua theo th trng ca cc ngn hng dn n vic khng c phn khc no c tp trung u t, do vy thnh cng khng cao, khng to c c th ring cho ngn hng . Trong h thng cc ngn hng thng mi c phn ngoi hai ngn hng ACB v Sacombank ang n lc bc ph khng nh ng cp v tnh khc bit (ACB ch trng u t vo cng ngh, sn phm dch v in t. Sacombank pht trin mnh trong cc lnh vc a c) th cc ngn hng t nhn cn li khng khc nhau l my, h ging ht nhau ch: cha c chin lc r rng, sn phm hn ch, thiu vn v vn qun tr ... ang cng nhau cnh tranh quyt lit chim cho c ming bnh cn li, trong khi cm nhn ca khch hng thng l v cm v t b ngn hng ny sang giao dch vi ngn hng khc li ch cng chng my tng thm. Vic phn khc th trng nhiu khi b qun nhng ngch nh nhng li quan trng v c tim nng mang li hiu qu cao. Cc sn phm dch v cha phong ph, cha p ng nhu cu ca khch hng. Cc dch v ngn hng phc v cho tng lp khch hng c thu nhp cao cha c trin khai rng ri nh bo qun ti sn, t vn ti chnh, t vn u t. Nhiu ngn hng cha c chin lc tip th r rng, hot ng tip th cn yu v thiu chuyn nghip, t l khch hng c nhn tip cn v s dng dch v ngn hng cn t. B my t chc cha theo nh hng khch hng, cha c i ng cn b chuyn nghip, cc sn phm mi cha nhiu, vn bo mt thng tin cha p ng c yu cu, nguy c ri ro cn tim n vi c khch hng v ngn hng. 3.3 Gii php, kin ngh

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Phn khc th trng l c s tin xy dng chin lc th trng ca ngn hng. Nu ngn hng lm tt cng vic phn khc th trng, qua xc nh cho mnh mt phn khc th trng thch hp, s d dn n thnh cng v chin lc th trng ca ngn hng da trn c s nng lc v li th thc s ca ngn hng ph hp vi nhu cu ca th trng. Ngc li, nu ngn hng chn sai th trng, th chin lc trn l thuyt c hay n u cng kh m c th thc hin thnh cng, bi v c th ngn hng chn mt th trng qu ln so vi kh nng ca mnh, hoc mt th trng m yu cu bc xc nht, quyt nh nht ca khch hng th ngn hng li khng c kh nng p ng tt hn so vi cc i th khc. Trc khi c nhng bc i c th, bn cn nh gi cc i th cnh tranh trc tip m doanh nghip c th phi i mt trong phn khc th trng mi, ng thi xc nh doanh nghip cn lm g to li th cho mnh. Bn s lm g nu khng c i th cnh tranh trn phn khc th trng ca bn? y cha hn l du hiu tt. iu c th l do cha c cng ty no pht hin ra th trng hp . Nhng cng c th nhiu cng ty th nghim v tht bi. Chnh v vy, cn c phn tch th trng mt cch k lng v trin khai thn trng c th kim sot ri ro Mi ngn hng phi thc hin phn khc c th trng mc tiu ca mnh, xc nh c dch v ct yu v tp trung pht trin cht lng cc dch v , trnh vic u t dn tri, chy ua cnh tranh khch hng mt cch thiu nh hng i vi mi ngn hng, vic a dng ha cc dch v ngn hng nn gn lin vi vic chuyn mn ha cc dch v m khch hng ca mnh s dng, tm ra phn khc no mang li li nhun cao nht, nhm phn khc no t hiu qu nht c nhng k hoch ph hp, tp trung u t cng nh pht trin ngn hng. Xc nh ng n kh nng cng nh th mnh, th yu, c hi, thch thc ca ngn hng trc khi quyt nh thm nhp vo mt phn khc th trng mi. Cc ngn hng quy m nh cha nn ngay lp tc c gng u t cung cp cc sn phm phc tp nh dch v phi sinh v nhu cu ca khch hng v cc sn phm ny cn t v kh c th cnh tranh vi cc ngn hng ln v ngn hng nc ngoi. Thay vo , trong thi im hin ti cc ngn hng ny nn cng c cc dch v hin ti ang cung cp theo hng nng cao cht lng v gim bt chi ph, th tc. Pht trin cc sn phm hin i ch nn c thc hin mt cch t t v c chn lc. Cc ngn hng ln trong qu trnh pht trin sn phm mi v hin i ha cng ngh ngn hng nn ch n kh nng tch hp ng b v hiu qu u t.
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 Trnh vic qu tp trung vo mt s phn khc c o nhng th trng li khng c nhu cu hoc s lng khch hng tim nng l qu t, bi ngn hng c th b qua mt lng ln khch hng c nhu cu nhng li khng nm trong nhng phn khc m ngn hng a ra Ngn hng nn kt hp nhiu phng php phn on khch hng theo v tr a l, theo loi hnh v quy m (i vi doanh nghip) v theo cc tiu ch nhn khu hc nh ngh nghip, thu nhp, v.v (i vi khch hng c nhn). Phn on khch hng hp l v chnh xc s gip cc ngn hng tp trung c ngun lc, tit kim chi ph marketing v nng cao cht lng dch v cho khch hng ca mnh.

TI LIU THAM KHO

1. 2. 3. 4. 5. 6. 7. 8.

www.sacombank.com.vn www.dongabank.com.vn www.scb.com.vn www.vietinbank.vn www.techcombank.com.vn www.acb.com.vn www.mhb.com.vn www.vietabank.com.vn

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9.

www.hsbc.com.vn

10. www.anz.com 11. www.eximbank.com.vn 12. www.vib.com.vn 13. www.abbank.vn 14. www.bidv.com.vn 15. (2010),ABBank dng u i ln gi khch hng ln,

http://vneconomy.vn/20100608114330277p0c6/abbank-dung-uu-dai-lon-goi-khachhang-lon.htm
16. (2010), Vn r tip tc chy,

http://www.sbv.gov.vn/wps/portal/! ut/p/c4/04_SB8K8xLLM9MSSzPy8xBz9CP0os3gDFxNLczdTEwODMG9jA0__QH M_Y_dAAwNvY_2CbEdFANaiHKw!/? WCM_PORTLET=PC_7_0D497F5400VK30IOQ7N3GQ00Q4_WCM&WCM_GLO BAL_CONTEXT=/wps/wcm/connect/sbv_vn/sbv_vn/vn.sbv.print/vn.sbv.printing.tim es/b8a69000447636918f00ff8580417ce4

17. (2010), Ngn hng hng n khch hng VIP,

http://ebank.vnexpress.net/gl/ebank/tin-tuc/2010/05/3ba1b855/
18. Nguyn Thu Phng, Marketing sn phm cho vay tiu dng 19. TS. Trnh Quc Trung, Marketing Ngn hng, Nh xut bn Thng K, 2010

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