TRNG I HC NGN HNG THNH PH H CH MINH

KHOA QUN TR KINH DOANH LP MG026_111_T01 NHM 8.1

N QUN TR GI
Tn ti:

MI QUAN H GIA CHIN LC GI V TRUYN THNG TH DEBIT CARD CA SACOMBANK

Ging vin hng dn: C Ng Th Xun Bnh
Danh sch thnh vin thc hin: H v tn Phm Th Thanh Tuyn Hong Hi Yn V Thy Minh T Trn Nguyn Trm Anh Trn Nguyn Anh Lun L Th Hoi Nh Nguyn Th Thy Dung Chung T Bo Nh Nguyn Nht Minh MSSV 030325090382 030325090148 030325090392 030325090230 030325090298 030325090333 030325090241 030325090073 030325090307

MC LC
NHN XT CA GING VIN LI CM N..................................................................................................................................3

NHN XT CA GING VIN

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TP. H Ch Minh, ngy

thng

nm 2011

K tn

LI CM N
Ngoi vic hc l thuyt ti trng th thng qua vic lm n gip chng ti c nhng hiu bit su rng hn, thc t hn. Th ghi n l mt b phn quan trng trong hot ng ca cc ngn hng v hin nay cc ngn hng ngy cng pht trin dch v ny a dng hn vi cc hnh thc v tin ch hc nhau. Sau khi tm hiu v phn tch mt s vn v th ghi n ca mt s ngn hng Vit Nam trong thi gian gn y, nhm chng ti tch ly cho mnh nhng bi hc kinh nghim thc t v cng qu bu. Chng ti xin gi li cm n chn thnh n: Trng i Hc Ngn Hng - to mi trng hc tp tt sinh vin va c hc l thuyt va c thc hnh, p dng ngay vo thc t. C Ng Th Xun Bnh ging vin b mn Qun Tr Gi , hng dn chng ti thc hin tt n ny.

NI DUNG CHNH A. L THUYT:

I. Truyn thng marketing l g? t c mc tiu kinh doanh trn th trng, ngoi vic c mt sn phm tt, doanh nghip cn phi xy dng thng hiu c khch hng a chung. V truyn thng n x hi, th trng, khch hng, xy dng, duy tr v pht trin mi quan h l iu m doanh nghip cn lm. Chnh v th, truyn thng marketing ra i. C nhiu phng thc a dng trong truyn thng marketing n khch hng nhng ch yu vn phn c thnh hai loi chnh: - Truyn thng phi c th (khng trc tip i mt): qung co, vt dng trng by ti im bn hng, thc y bn hng, truyn thng in t v quan h cng ng - Truyn thng c th (i mt trc tip): bn hng trc tip, t vn in thoi i tng mc tiu Ti tng gp nhiu ngi lm chng trnh truyn thng nhng li rt m m khi c hi v i tng truyn thng ca mnh l ai. Xc nh i tng mc tiu khi lm chng trnh truyn thng c v nh ngi chin s khi bn th phi nhm ch. Nu khng th s lng ph ngun lc m khng t hiu qu. Thng ip nh v nh v l kim ch nam ca mi hot ng truyn thng, qua nh v marketer bit cn ni g, ni nh th no v ni bng cch no... V vy trong chin lc truyn thng nh v cn phi c xc nh trc v xc nh r thng qua mt thng ip c th. Mc tiu truyn thng Mc tiu truyn thng khng nn l mun ch quan ngu hng ca mt c nhn trong ban lnh o cng ty, m phi l kt qu c c t cc cng on trc ca qu trnh hoch nh marketing. Chng hn: - Th trng mc tiu v phn khc mc tiu - nh v sn phm - Marketing mix Mc tiu truyn thng c thit k vi nhiu mc ch: - Xy dng nhn bit (brand awareness) - Mc tiu cung cp thng tin. (informational objectives) - Mc tiu thuyt phc (persuasive objectives) - Mc tiu nhc nh (reminder objectives) - Xy dng thng hiu (brand building) - Tc ng un nn nhn thc (change a perception) - Bn sn phm (sell products) - So snh vi i th cnh tranh (comparing competition) Thi gian phn hi ca phng tin truyn thng Tng loi hnh truyn thng khc nhau c hiu qu v thi gian phn hi khc nhau.
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Marketer cn nm vng thi gian phn hi v hiu qu ca tng cng c truyn thng cng ging nh ngi chin s nm vng c ly v mc cng ph ca tng loi v kh trc khi s dng. Ngn sch tng ng trn tng loi cng c truyn thng Thng k tng ng t l phn trm ngn sch ca tng loi cng c truyn thng v ng dng i vi ngnh hng, mt bc tranh ton cnh v chi tiu marketing. Phng thc tip xc khch hng v cng c Thnh phn cui cng ca chin lc truyn thng l phng thc tip cn v cng c. Trn thc t doanh nghip c nhiu phng thc a dng trong vic tip xc vi khch hng, nhng vn c th phn bit c thnh ba loi. 1. Loi hnh tip xc c s tham gia ca con ngi (personalised). Phng thc gp mt trc tip gia nhn vin bn hng v khch hng 2. Loi hnh tip xc c con ngi tham gia mt phn (semi-personalised). Phng thc tip xc t xa c s h tr ca cng c nh telemarketing. 3. Loi hnh tip xc khng c s tham gia trc tip ca con ngi (non-personalised). Phng thc tip xc hon ton bng cng c nh phng tin truyn thng i chng, qung co.... Kim t thp truyn thng M hnh kim t thp truyn thng xp c th gii i tng truyn thng theo th bc. Marketer xc nh tng cng c truyn thng truyn thng thch hp cho tng tng (tng i tng khch hng) ca kim t thp. B phi hp truyn thng (communication mix) Marketer s dng b phi hp truyn thng, mt tp hp c chn lc gm nhiu cng c truyn thng truyn thng. c th la chn c mt mix truyn thng hu hiu, marketer cn nm vng nhng u im, khuyt im v ng dng ca tng cng c truyn thng. B cng c truyn thng phi hp ti u B cng c truyn thng phi hp ti u l mt tp hp nhng cng c truyn thng tch hp c s dng qua tng giai on ca qui trnh mua ca khch hng. Marketer ty vo kh nng ti chnh v mc tiu ca mnh chn la cho mnh mt b phi hp cng c truyn thng ti u. Cc cng c truyn thng ph bin - Nhn vin bn hng - Qung co truyn hnh - Qung co ngoi tri - Qung co bo ton quc - Qung co tp ch chuyn nghnh - Qung co di ng - T ri chn bo - Quan h bo ch (PR) - Ti tr v s kin - Hi ngh khch hng - Hi tho k thut, chuyn
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Th tn trc tip Khuyn mi Trin lm, hi ch POS Nhn vt ni ting (celebrity, ngi pht ngn v ngi i din) in t (in thoi, sms, TV show) V bu tri Bao b sn phm Nhn vin cng ty Marketing x hi, t thin WOM Qung co internet Trang web, e-catalogue Mng x hi Din n Blog Th in t (email) Cng c tm kim II. Mi quan h gia gi v truyn thng:

Truyn thng (communication) l qu trnh chia s thng tin. Truyn thng l mt kiu tng tc x hi trong t nht c hai tc nhn tng tc ln nhau, chia s cc qui tc v tn hiu chung. dng n gin, thng tin c truyn t ngi gi ti ngi nhn. dng phc tp hn, cc thng tin trao i lin kt ngi gi v ngi nhn. Pht trin truyn thng l pht trin cc qu trnh to kh nng mt ngi hiu nhng g ngi khc ni (ra hiu, hay vit), nm bt ngha ca cc thanh m v biu tng, v hc c c php ca ngn ng. Truyn thng thng gm ba phn chnh: ni dung, hnh thc, v mc tiu. Truyn thng (communication) v xc tin gi (price promotion) c nh hng Advertising gin tip n nhau thng qua ti sn thng hiu ca sn phm (brand equity).
Price promotion Brand equity

Product category

Perceived quality Brand loyalty Brand awareness Brand associations

Search product Experience product

 c th phn tch mi quan h gia truyn thng v gi, u tin chng ta s phn tch mi quan h gia gi v thng hiu sn phm: Thng thng, gi nh mt cng c xc tin c cc nh sn xut iu chnh lm tng mc v hnh vi sn lng mua hng ca khch hng. Hu ht nh hng ca th thut ct gim v gi u c v nh nh vo s la chn thng hiu ca khch hng trong mt thi gian ngn i vi cc doanh nghip, trong ngn hn, cc chng trnh xc tin c th tc g lm tng tnh nhy cm v gi sn phm i vi nhng khch hng khng trung thnh. Nhng v lu di th c v nh vic gim gi khng cn l mt s la chn ng n, bi v s dng vic gim gi nh mt cng c xc tin ng ngha vi vic lm gim gi tr ca thng hiu. Lichtenstein et al (1993) ch ra rng gi c khch hng xem nh mt thc o gin tip v cht lng ca sn phm. C quan nim cho rng gi c lin quan tch cc n cht lng ca sn phm,, v d tin no ca ny, gi cng cao th cht lng sn phm cng tt. Tuy nhin, vic s dng cng c xc tin v gi cng c nh hng xu n uy tn thng hiu, ti v thng thng khch hng u nhn thc c rng c mt mi lin h khng tt gia uy tn thng hiu v nhu cu thc y doanh s bn hng. Xc tin doanh s bn hng ni chung, c bit xc tin v gi, lm gim i tin cy ca khc hng v thng hiu ca sn phm, mc d n iu c th em li li nhun cho doanh nghip trong mt thi gian ngn. Nhng hot ng da trn vic gim gi c th t thng hiu ca doanh nghip vo trong vng nguy him bi n s gy nn s bi ri cho khch hng, s khng chc chn v hay thay i s dn n hnh nh khng tt v cht lng sn phm. Mc tiu ca truyn thng c th l xy dng hnh nh, gi tr cho mt thng hiu, gia tng s nhn bit ca khch hng v mt sn phm, dch v, gii thiu khuyn mi hay un nn nhng nhn thc lch lc v thng hiu, sn phm vi gi bn. Truyn thng chng minh s hp l ca gi bn sn phm m doanh nghip quyt nh. Cc Ngn hng Vit Nam ang s dng truyn thng ch yu thng qua qung co, PR, khuyn mi. Qung co trn bo i, t banner trn cc con ng sm ut, ti tr cho cc hot ng lin quan n gio dc, u t, hay u t cho mt i bng , mt gii u III. M hnh 3i - phng thc Marketing trong truyn thng x hi: Trong Marketing 3.0, cc doanh nghip phi xem ngi tiu dng nh mt con ngi trn vn, hi ha 4 yu t: mt c th t nhin, mt khi c c kh nng cha ng suy ngh v phn tch c lp, mt tri tim c th cm nhn c cc mi xc cm v mt tinh thn (tc l tm hn). Marketing cn phi pht trin n giai on th ba, ni ch ra c tinh thn ca ngi tiu dng v s dng c cha kha m cnh ca . V t m hnh 3i ra i. M hnh 3i bao gm:
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- Nhn din thng hiu (Brand Identity) - Phm cht thng hiu (Brand Integrity) - Hnh nh thng hiu (Brand Image)

-Trong : + Nhn din thng hiu: nh v thng hiu trong tm tr ngi tiu dng. Vic nh v ny phi c nghe v c ch n trong th trng si ng, phi ph hp vi nhu cu v mong mun ca ngi tiu dng. +Phm cht thng hiu: Hon tt c nhng g tuyn b trong qu trnh nh v v to s khc bit cho thng hiu. Thng hiu phi ng tin cy, thc hin c nhng g cam kt to c s tn nhim ca ngi tiu dng vi thng hiu. Mc tiu hng n ca phm cht thng hiu chnh l tinh thn ca ngi tiu dng. + Hnh nh thng hiu: t n trng thi chia s cm xc vi ngi tiu dng. Tam gic ny hng n nhng c th trn vn vi tr c, tri tim v tinh thn M thng hiu cng ging nh mt thnh vin, trong truyn thng x hi. Vic nhn din thng hiu s c nh gi theo tch ly kinh nghim trong cng ng. Cc cng ng tiu dng ngy cng khn ngoan hn, hnh thc truyn ming tr thnh phng tin qung co mi v ngi tiu dng ngy cng tin tng vo nhng ngi l bn trong cng ng hn doanh nghip th m hnh 3i l la chn ph hp v ti u. Khi , gi tr s hp dn c nhu cu cm xc ca ngi tiu dng, marketing hng n tm tr, tinh thn v s khin con tim ca h quyt nh.

B. SACOMBANK V SN PHM TH THANH TON QUC T DEBIT CARD:

I. Th trng th Vit Nam:
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Trong din n Ngn hng ng Nam 2011, din ra vo ngy 7/12/2011, cc chuyn gia ngn hng khng nh rng: Th trng th Ngn hng Vit Nam thuc dng nng ng nht th gii. Di p lc cnh tranh v cung cp dch v ngn hng v s pht trin nhanh chng ca cng ngh thng tin, nm 2010 c nh gi l nm bng n v dch v ngn hng bn l. Theo kt qu nghin cu ca cng ty nghin cu th trng M Research & Markets, th trng th Vit Nam c nh gi l mt th trng nng ng hng u th gii, vi mc tng trng khong 18,5% t nay n nm 2014. S lng th thanh ton tng hn gp i t nm 2008 l 14,7 triu th ln 33 triu th nm 2011, hn 12.000 my rt tin t ng (ATM) cng 50.000 im chp nhn thanh ton bng th (POS), trong c hn 20 ngn hng trin khai Internet Banking, v gn 8 ngn hng trin khai Mobile banking cc mc khc nhau (theo s liu thng k ca ngn hng Nh nc tnh ti thng 9/2011). II. Th thanh ton quc t (Debit Card): Th ghi n hay th tr trc quc t (Debit Card) l sn phm th thanh ton ton cu do cc ngn hng lin minh vi cc t chc th thanh ton quc t nh Visa, MasterCard pht hnh. N c nhng tnh nng, cch s dng v hnh thc y ht nh mt th tn dng. iu khc bit mu cht gia th ghi n v th tn dng l: trong khi th tn dng cho php ngi dng chi xi tin trc ri sau mi hon tr ngn hng vo cui k, th ngi dng th ghi n phi np tin vo th trc khi s dng v ch c chi tiu ti a s tin c trong th. Ni cch khc, ch th chi dng trn s d thc t ca th. Chnh s khc bit ny khin cho th ghi n c a thch hn v ph hp vi nhu cu ca s ng ngi dng bi c im d dng qun l chi tiu, trnh c ri ro vay n tn dng cng nh gim thiu thit hi trong nhng trng hp b nh cp thng tin th. III. Kho st v tnh hnh s dng Debit Card trn a bn thnh ph H Ch Minh: Trong thi gian mt tun, nhm nghin cu tin hnh pht 51 phiu kho st v tnh hnh s dng th Debit Card trn a bn thnh ph H Ch Minh v di y l nhng s liu thng k c: (file excel chi tit nh km)

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Kt lun s b: Trong tng s 51 ngi c hi ngu nhin, c 25 ngi (chim gn 50%) s dng sn phm th Debit ca Sacombank, 31 ngi (chim gm 47%) bit n thng tin khuyn mi ca Sacombank cng nh mc thng xuyn theo di khuyn mi (37,2%) v trc tip thanh ton ti cc im trong danh sch khuyn mi mc kh cao ( 35.3%) c th kt lun s b: Sacombank ang c mt chin lc truyn thng hiu qu cho chnh sch gi Debit Card ca h.

IV. Phn tch c th:

1. Gii thiu s lc v Sacombank:

Tm nhn Phn u tr thnh Ngn hng bn l hin i, a nng hng u Vit Nam v khu vc ng Dng. S mnh Ti a ha gi tr cho Khch hng, Nh u t v i ng Nhn vin, ng thi th hin cao nht trch nhim x hi i vi cng ng. Gi tr ct li Tin phong Sacombank lun l ngi m ng v sn sng chp nhn vt qua thch thc trn hnh trnh pht trin tm ra nhng hng i mi.
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Lun i mi, nng ng v sng to Sacombank nhn thc rng i mi l ng lc pht trin. V vy Sacombank lun xc nh i mi phng php t duy v hnh ng bin cc thch thc thnh c hi. Cam kt vi mc tiu cht lng S chuyn nghip, tn tm v uy tn cao nht i vi khch hng, i tc, ng nghip l nguyn tc ng x ca mi thnh vin Sacombank. iu c cam kt xuyn sut thng qua vic Sacombank khng ngng nng cao cht lng dch v, lun tn tm v uy tn i vi mi khch hng mnh phc v. Trch nhim i vi cng ng v x hi Sacombank lun thc trch nhim ca mnh i vi cng ng, x hi ni mnh hot ng v lun tun th tn ch hnh ng V cng ng - pht trin a phng. To dng s khc bit Sacombank lun t ph, sng to khng ngng to nn nhng khc bit v sn phm, phng thc kinh doanh v m hnh qun l. Chnh s khc bit ny to dng li th cnh tranh ca Sacombank trn thng trng. 2. S ra i ca th debit card: Ngy 20/10/2006, Ngn hng Si Gn Thng Tn (Sacombank) cng i tc Visa chnh thc gii thiu Th thanh ton quc t Sacom Visa Debit - phng tin thanh ton nng ng v snh iu dnh cho gii tr, doanh nhn v nhng ngi c nhu cu s dng th thanh ton. Th thanh ton quc t Sacom Visa Debit khng ch c kh nng thanh ton trong nc m cn c th s dng rng ri nc ngoi nn v cng tin ch. Ra i ngay sau 2 thng, ngy 19/12, Ngn hang Ngoai thng Vit Nam (Vietcombank-VCB) v Cng ty Truyn thng sang tao Vit Nam (CMVN) ra mt sn phm th thanh ton Vietcombank SG24. Th Vietcombank SG24 la the chi tiu ni ia (hay cn gi l Debit Card) c kt ni trc tip vi ti khon c nhn ca khch hng m ti Vietcombank. 3. Cc loi th debit card ca Sacombank: Th qu tng Parkson Gift Vi nhng ai yu thch mua sm ti Parkson, th qu tng Parkson (Parkson Gift Card) l mn qu l tng nht!

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Th Tin ch: Dnh ring cho sinh vin L sinh vin, bn mong mun g? S hu Th Tin ch v bin mi c mun thnh hin thc. Vi tin ch vt tri v u i hp dn, Th Tin ch l ngi bn ng hnh l tng trong sut qung i sinh vin. Tin ch

Nhn hc ph/sinh hot ph t gia nh nhanh chng, d dng Mua hng qua Internet (th in thoi, v my bay, v tu xe) Mua sm ti cc im chp nhn th khp th gii (nh sch, siu th) Rt tin mt ti ATM trong v ngoi nc

Tn hng chng trnh Sacombank Plus: Gim n 50% khi dng th thanh ton ti hng trm n v hc tp, n ung, mua sm, gii tr... c biu tng Th qu tng Citimart chnh l tt c nhng g bn cn.

Mnh gi 1.000.000 VND

Mnh gi > 1.000.000 VND

Tin ch L qu tng l tng cho ngi thn, bn b, i tc, khch hng, c bit l nhng ai thch mua sm ti h thng siu th Citimart
o

L phng tin thanh ton hin i, thun tin: Khch hng c th dng th mua sm hng ha h thng Citimart Min ph pht hnh th, khch hng ch np s tin tng ng mnh gi th ty chn: 1.000.000 VND hoc trn 1.000.000 VND Th c th c s dng mua sm ngay sau khi np tin Hn mc s dng th trong ngy khng gii hn Khng phi duy tr s d ti thiu trong th D dng tra cu: S d th ti quy DVKH ca Citimart v ATM Sacombank (sau khi np 5 giao dch th gn nht ti bt k ATM Sacombank

tin 1 ngy)
o

Th tr trc quc t Visa Lucky Gift

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Hn c qu tng Bn bn khon khng bit mua qu g cho ngi thn, bn b, i tc, ng nghip, khch hng? Hy chn th tr trc Visa Lucky Gift, mn qu l tng cho tt c mi ngi.

Tin ch

Ph hp vi mi dp: Noel, Tt, sinh nht, m ci

L tng cho mi ngi: i tc, khch hng, nhn vin, ngi thn, bn bc bit ph hp vi nhng ngi cha c ti khon ngn hng/th thanh ton/th tn dng v khng mun m ti khon/th thanh ton/th tn dng v ngi th tc phc tp hoc khng iu kin lm th. Bn ch cn np tin vo th v s dng th giao dch trn s tin np o

Tin ch tuyt vi: Thanh ton ti hng triu im chp nhn th (POS) trn th gii v qua Rt tin mt ti tt c ATM c biu tng Visa trong nc v quc t Khng cn duy tr s d ti thiu trong th, c th np tin vo th nhiu

Internet
o

ln

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 Tn hng chng trnh Sacombank Plus: c gim gi n 50% ti tt c im mua sm, m thc, du lch, gio dc c biu tng:

Th tr trc quc t Visa All For You Du lch, cng tc, hc tp nc ngoi, mang bao nhiu tin mt l chi tiu? Th tr trc Visa All For You s gii quyt mi lo u ca bn. Ch cn np tin vo th, bn c ngay gii php hon ho s dng ngun ti chnh c nhn mi lc mi
ni.

Tin ch

S tin np vo th ti a khng gii hn. C th np tin vo th nhiu

ln Th ph hp vi nhng ngi cha c ti khon ngn hng/th thanh ton/th tn dng v khng mun m ti khon/th thanh ton/th tn dng v ngi th tc phc tp hoc khng iu kin lm th. Bn ch cn np tin vo th v s dng th giao dch trn s tin np
Bn c th mua th lm qu tng hoc s dng khi i du lch, du hc, cng tc, cha bnh... ti nc ngoi

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Thanh ton ti hng triu im chp nhn th (POS) trn th gii v qua Rt tin mt ti tt c ATM c biu tng Visa trong nc v quc t Khng cn duy tr s d ti thiu trong th

Internet

Tn hng chng trnh Sacombank Plus: c gim gi n 50% ti tt c im mua sm, m thc, du lch, gio dc c biu tng:

Th tr trc quc t Sacombank UnionPay May mn song hnh, snh bc thnh cng Bn c nhu cu giao thng, cng tc, du lch, hc tp ti Trung Quc, Singapore, i Loan? Bn l doanh nhn ngi Hoa ang u t kinh doanh Vit Nam? Bn l Hoa Kiu ang sinh sng, gn b vi t nc mang hnh ch S ny? Th tr trc Sacombank UnionPay s mang n may mn, thnh cng cho cng vic v cuc sng ca bn.

Tin ch

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 L sn phm th do Sacombank hp tc vi China UnionPay t chc th ln nht Trung Quc pht hnh. V vy, th tr trc Sacombank UnionPay lun m bo c chp nhn ti Trung Quc

Ngoi ra, th cn giao dch c ti hn 100 quc gia trn th gii. Bn c Rt tin mt ti tt c ATM c biu tng UnionPay

th:
o o Thanh ton ti tt c im chp nhn th (POS) c biu tng UnionPay. c bit: m bo giao dch an ton, ch th s c yu cu nhp m PIN th khi thc hin thanh ton

S tin np vo th ti a 100 triu VND. C th np tin vo th nhiu ln

Th ph hp vi nhng ngi cha c ti khon ngn hng/th thanh ton/th tn dng v khng mun m ti khon/th thanh ton/th tn dng v ngi th tc phc tp hoc khng iu kin lm th. Bn ch cn np tin vo th v s dng th giao dch trn s tin np

Bn c th mua th lm qu tng Khng cn duy tr s d ti thiu trong th

Tn hng chng trnh Sacombank Plus: c gim gi n 50% ti tt c im mua sm, m thc, du lch, gio dc c biu tng:

Th tr trc Sacombank Vinamilk Bn l i l ca Vinamilk? Bn mun giao dch ngn hng thun tin hn? Hy s dng th tr trc Sacombank Vinamilk, th tr trc ni a gip bn giao dch ngn hng vi cng ty Vinamilk tht an ton v nhanh chng.

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Tin ch

Khng cn duy tr s d ti thiu trong th. C th np tin vo th nhiu

ln Th kt ni vi ti khon tin gi ca bn ti Sacombank, cho php bn s dng tin trong ti khon giao dch mi lc mi ni thng qua dch v Sacombank MPlus, Internet Banking, ti ATM Sacombank, ATM c logo Banknetvn/Smartlink/VNBC trn ton quc:
o o o o

Tra cu s d ti khon Tra cu 5 giao dch gn nht Chuyn khon n ti khon/th Sacombank Thanh ton d n th tn dng Sacombank

Thanh ton ti cc im chp nhn th (POS) ca Sacombank, POS c logo Banknetvn/Smartlink/VNBC Rt tin mt, tra cu s d ti ATM/POS ca Sacombank, ATM c logo Banknetvn/Smartlink/VNBC u i, gim gi ti tt c im mua sm, m thc, du lch, gio dc c biu tng: 4. Mc ph thng nin: (cng mc th chun):

ACB

Chim 13.7% ngi s dng

200.000 ng (min ph pht hnh) 20

Vietcombank

Chim 17,6 % ngi s dng

150.000 ng (50.000 ng ph pht hnh) 149.000 ng (min ph pht hnh)

Sacombank

Chim 50% ngi s dng

Mc ph thng nin ca Sacombank khng phi thp nht, k c ph giao dch khc (trong file nh km) nhng vn c nh gi l bnh thng (45, 1%) hay cao, c th chp nhn c (39.2%) v c s dng nhiu nht. Ti sao?

5.

ng dng m hnh 3i gii thch:

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5.1 Nhn din thng hiu: nh v thng hiu Sacombank Visa Debit Hn c tin mt Bng vic s dng th Debit Card nh mt phng tin thanh ton thay cho tin mt. gip ngi tiu dng th hin s chuyn nghip hn, phong cch hn, th hin ng cp ca mnh. T to ra s khc bit, gip nng cao gi tr con ngi, nng cao nhu cu hnh nh ca ngi tiu dng. iu ny tc ng vo yu t tinh thn ca ngi tiu dng. 5.2 Phm cht thng hiu: tin hnh cho vic nh v thng hiu qua cc cng c truyn thng: - ng k trc tuyn: Sacombank i u trong vic ng k cc loi th thanh ton quc t. Ch mt vi thao tc n gin khai bo thng tin, chn phng giao dch thun tin cho vic di chuyn v click chut, ngi s dng s nhn c email hoc in thoi xc minh thng tin v hng dn nhn th. Vic ny tit kim c chi ph trong vic pht hnh form ng k, ngun nhn lc cng nh to c s tin li cho khch hng.
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- 15 pht c th: dnh ring cho th plus (khng thuc dng visa) - Khuyn mi rng ri: Bng vic lin kt vi nhiu chui nh hng, khch sn, trung tm thng mi, siu th Sacombank tin hnh nhiu t khuyn mi lin tc trong nm khch hng c th s dng th thanh ton bt k khi no h ra ngoi, ni bt l chng trnh khuyn mi Sacombank Plus + v cc chng trnh khuyn mi c th cho tng phn khc th. Sacombank Plus + y l chng trnh u i dnh ring cho khch hng s dng th ca Sacombank. S c 4 lnh vc bao trm cuc sng vi hn 200 i tc ca Sacombank m khch hng c th chn la s dng th: + m thc + Mua sm + Sc khe v sc p + Du lch + Giaso dc Khi s dng th thanh ton cc giao dch trong cc lnh vc trn, ch th s c gim gi t 10% n 50% trn tt c cc ha n. Nhng thng tin khuyn mi c gi n in thoi, email v cp nht trn website ca Sacombank thng xuyn. c bit hn, vic kt hp vi chin lc khuyn mi ua mua sm, gt nim vui (tng tin vo ti khan, tng Ipad) kch ng c ngi s dng th. C th cho tng phn khc th Vi mc ph thng nin khc nhau tng phn khc th cng nh ph giao dch khc nhau, bn cnh hnh dng, mu sc, cht liu, Sacombank c cc chiu thc khuyn mi khc nhau tng phn khc. Ch hn nh: - Mua sm ti Saigon Centre vi mc gim gi 10 -50% dnh cho th Platinum v Gold vi cc nhn hiu ni ting trong sut mt nm - Min ph tri nghim vi Thann Sanctuary Spa vi th Platinum v Gold - Plus + dnh cho hng chun. 5.3 Hnh nh thng hiu: Sacombank bc u t n cm xc chia s vi ngi tiu dng. Th hin qua cc s liu mc 1 v vi cu hi Nu c mt ngn hng khc khuyn mi nhiu hn, ph thp hn, bn c sn sng chuyn khng? nhn c kt qu 58.8% s tm hiu k cng, so snh c th ri mi quyt nh chuyn i. 6. xut: Vi thi gian s dng th Debit ca ngi tiu dng cn t 54.9% di 1 nm, t l thu nhp thp cn cao (56.8% t 3 triu n di 5 triu, 21% t 5 triu n di 8 triu,
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ch 13,7% trn 10 triu mt thng), mc s dng th thanh ton ch thnh thong, t khi n cc chui ca hng c cung cp trong danh sch khuyn mi (43.1%) nhng vi tui khch s dng tim nng (70,6% t 22 n 28 tui) v c bit sn phm Th sinh vin a nng (kt hp cng Trung tm h tr sinh vin) s c nhn rng vo thng 1/2012 vi nhiu tin ch ging th Debit, Sacombank cn tch cc c cc hnh thc khuyn mi su rng hn, gn lin vi mt chui ca hng tin ch c lin quan n nhau, c bit l h thng thanh ton ti siu th ang cn trng, Cn nhiu hn chng trnh khuyn mi, gim gi cc shop, ca hng, trung tm thng mi, a dng ha hn na tnh nng ca th, khuyn mi trn gi cho mt chui ca hng Hin nay, vic s dng th ATM trong gii tr: hc sinh, sinh vin ch yu l cc bn sinh vin tnh, s dng th rt tin mt t gia nh gi ln. Nhu cu dng th thanh ton trc tip l rt t. V vy, khuyn khch vic s dng th debit card trong gii tr (mt phn khc khch hng tim nng trong tng lai), cc ngn hng nn lin kt vi cc siu th, cc rp chiu phim, trung tm xe bus,. Nh vic s dng th debit card thanh ton khi i siu th; thay cho vic s dng v tp hin nay, hnh khch ch cn c th mua v xe bus. Vi cc rp chiu phim nn s dng hnh thc thanh ton bng th khi t v online. Hoc s dng cc hnh thc khuyn mi: gim gi, tng qu, t c ch ngi tt, khi thanh ton bng th. T , cc bn tr s thy s tin ch ca th, to thi quen s dng th nhiu hn.

TI LIU THAM KHO Sch Marketing 3.0 http://www.sacombank.com.vn http://www.vietcombank.com.vn/ http://www.acb.com.vn

http://vietbao.vn/Kinh-te/Ra-mat-the-chi-tieu-Vietcombank-SG24/45220394/87/ http://www.vididong.com/topic-one/sacombankphathanhthethanhtoanquocte
Bi ging Qun tr chiu th - Khoa Kinh t - Trng C LT-TP

BNG PHN CNG CNG VIC Nguyn Nht Minh: trnh by, lm a, tm hnh nh, pht phiu kho st, tr li cu hi trong phn thuyt trnh.
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Phm Th Thanh Tuyn: lm phn B (III, IV lm phn 4, 5, 6); thng k, v biu ; pht phiu kho st, tr li cu hi trong phn thuyt trnh. Hong Hi Yn: lm phn B (III, IV lm phn 4, 5, 6); thng k, v biu ; pht phiu kho st, tr li cu hi trong phn thuyt trnh. Trn Nguyn Anh Lun: thuyt trnh; lm phn B (IV lm phn 1, 2); pht phiu kho st, tr li cu hi trong phn thuyt trnh. V Thy Minh T: lm prezi; lm phn B (I); pht phiu kho st, tr li cu hi trong phn thuyt trnh. Trn Nguyn Trm Anh: lm prezi; lm phn B (IV lm phn 3); pht phiu kho st, tr li cu hi trong phn thuyt trnh. Nguyn Th Thy Dung: son phiu kho st; lm phn B (II); pht phiu kho st, tr li cu hi trong phn thuyt trnh. Chung T Bo Nh: lm phn A (l thuyt), pht phiu kho st, tr li cu hi trong phn thuyt trnh. L Th Hoi Nh: lm phn A (l thuyt); pht phiu kho st, tr li cu hi trong phn thuyt trnh.

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