3/14/2012

Chng 1 i tng v phng php nghin cu hc phn h h h

Ni dung c bn

1.1. Khi lun v marketing ngn hng thng mi 1.2 Qu trnh qun tr marketing ngn hng thng mi 1.3 i tng, ni dung v phng php nghin cu hc phn

CTK.9/13

Marketing ngn hng

CTK.9/13

Marketing ngn hng

1.1 Khi lun v marketing ngn hng thng mi

1.1.1 Khi nim marketing ngn hng v vai tr ca marketing i vi ngn hng
1. L ton b nhng n lc ca NH nhm tha mn nhng nhu cu ca KKH v thc hin mc tiu LN ca NH 2. L ton b qu trnh t chc v qun l ca mt NH, t vic pht hin ra nhu cu ca cc nhm KH mc tiu v tha mn nhng nhu cu ca h bng h thng cc CS bin php nhm t mc tiu LN 3. L mt chc nng ca hot ng qun tr nhm hng dng chy SPDV ca NH vo phc v nhng nhm KH mc tiu ca NH

1.1.1 Khi nim marketing ngn hng v vai tr ca marketing i vi ngn hng 1.1.2 c im ca marketing ngn hng

CTK.9/13

Marketing ngn hng

CTK.9/13

Marketing ngn hng

1.1.1 Khi nim marketing ngn hng v vai tr ca marketing i vi ngn hng
Kt lun
Da trn nhng nguyn l ca MKT hin i Nhim v then cht - Xc nh nhu cu v p ng nhu cu bng nhng bin php tt hn so vi i th cnh tranh L nhim v ca tt c mi ngi trong NH LN l mc tiu cui cng v l thc o quan trng nh gi trnh MKT

1.1.1 Khi nim marketing ngn hng v vai tr ca marketing i vi ngn hng
Vai tr
L cu ni gn kt hot ng kinh doanh ca NH vi th trng MKT th tham gia vo vic gii quyt nhng vn ki h t c b i i ii t h kinh bn ca hot ng kinh doanh ca NH To v th cnh tranh ca NH

CTK.9/13

Marketing ngn hng

CTK.9/13

Marketing ngn hng

3/14/2012

1.1.2 c im ca marketing ngn hng

c im marketing dch v c im ring ca ngnh ngn hng

1.1.2 c im ca marketing ngn hng

Ngn hng

C tnh v hnh Tnh khng tch ri Khng lu tr c Khng ng nht

CTK.9/13 Marketing ngn hng

Trch nhim c y thc Dng thng tin 2 chiu C hi tiu th bt ng

Marketing i ni

Marketing g i ngoi

Nhn vin
7 CTK.9/13

Marketing tng tc
Marketing ngn hng

Khch hng
8

Marketing i ni
NV ngn hng l yu t quan trng trong qu trnh cung ng gi tr cho KH Quan im. NV ngn hng l KH ca lnh o ngn hng

1.1.2 c im ca marketing ngn hng

Tnh v hnh DV ngn hng kh xc nh s nhn c nhng g trc khi mua n Phc tp v k thut ca DV nh gi c cht lng (c tri thc, chuyn mn su) Nhiu SPDV kt qu ch th hin sau 1 thi gian di NTD chu ri ro cao, v thng xuyn n o trong vic ra quyt nh mua To ra cc bng chng vt cht (5 gic quan) Vt cht, Con ngi, Qu trnh (1 trong 3P) Hot ng MKT ch trng vo c tnh li ch m DV mang li cho KH
9 CTK.9/13 Marketing ngn hng 10

gq Marketing quan h
NH phi xy dng mi quan h bn lu, tin tng ln nhau v cng c li gia KH v NH Duy tr KH c, thu ht KH mi Qun l cc mi quan h Pht trin cc mi quan h mi
CTK.9/13 Marketing ngn hng

1.1.2 c im ca marketing ngn hng

Tnh khng tch ri DV ch c cung ng khi KH sn lng s dng v tri nghim Qu trnh cung ng DV l mt qu trnh tng tc sn xut v cung ng DV i hi cc thng tin u vo ca KH Vn dng. g Thit k qu trnh cung ng DV c tnh nh hng v ph hp vi KH NV tham gia cung ng DV phi nh gi cao nh hng KH Nhn dng cc phng php thc y s tham gia ca KH vo qu trnh cung ng DV Li ko KH tham gia gim thi gian ch i, bt vic cho NV cung ng
CTK.9/13 Marketing ngn hng 11

1.1.2 c im ca marketing ngn hng

Khng lu tr c

Do hn ch v cng sut cung ng DV - Phi qun l cng sut mt cch hp l nht. Bin php php. To ra c ch iu chnh nhu cu iu chnh cng sut cho ph hp T ng ha Tng thm cc cng vic bn thi gian

CTK.9/13

Marketing ngn hng

12

3/14/2012

1.1.2 c im ca marketing ngn hng

Khng ng nht

1.1.2 c im ca marketing ngn hng

Trch nhim y thc L trch nhim ngm n ca cc ngun cung ng DV ngn hng trong vic qun l cc ngun vn v cung ng cc DV ti chnh m bo cht lng, tin cy v an ton ca DV Nguyn nhn. DV ngn hng kh hiu i hi hiu bit c t duy tru hiu, bit, tng KH l ngi mua v l ngn cung ng nguyn liu Vn dng. Hng ti KH c kh nng (phn on th trng mc tiu) NV thc r trch nhim khng cung ng v bn DV ti nhng KH khng thch hp
13 CTK.9/13 Marketing ngn hng 14

Nguyn nhn. DV khng c TCH, KH a dng v kinh nghim, nhu cu Thi im khc nhau DV cung ng khc nhau Vn dng. Cung ng DV linh hot theo nhu cu ca KH NV c quyn t quyt thch ng trong khun kh cng vic Khuyn khch NV cung ng DV

CTK.9/13

Marketing ngn hng

1.1.2 c im ca marketing ngn hng

Dng thng tin 2 chiu DV ngn hng khng n thun ch mua sm 1 ln, thng l mt chui cc giao dch 2 chiu trong 1 khong thi gian c th Cung cp tim nng thng tin cho cc NH Vn dng. V d CRM thn trng Thng xuyn kt ni v lin lc vi KH To phn thng cho cc KH trung thnh Tn trng quyn t do ring t ca KH

1.1.2 c im ca marketing ngn hng

C hi tiu th bt ng
Mt s TH - to c hi tiu th trong tng lai/khng to ra s tiu th hu hnh cho ngi mua Vn dng. Gi ti li h ca DV ngn h Giao tip ch hng Hu hnh ha DV cng cao cng tt Thay i thit k DV ngn hng/Tng sc hp dn ca cc DV c tnh di hn Linh hot i vi cc ti khon phi chi tr

CTK.9/13

Marketing ngn hng

15

CTK.9/13

Marketing ngn hng

16

1.2 Qu trnh qun tr marketing ngn hng thng mi

R. Nghin cu mi trng marketing STP. Phn on th trng, La chn th trng
mc tiu, v nh v th trng

1.2.1 Nghin cu mi trng marketing

1. Mi trng v m Chnh tr php lut To ra nhng c hi v thch thc cho NH Kinh doanh NH chu nh hng rt ln t nhng tc ng ca lut php Kinh t nh hng n kh nng KH ca NH CS kinh t hin ti v tim nng ca Chnh ph S tng trng ca ngnh Xem xt trong tng quan vi cc yu t khc Vn ha, tm l-x hi Gi tr vn ha v cc c im tn gio
17 CTK.9/13 Marketing ngn hng 18

MM. Xc lp marketing-mix I. Thc hin marketing C. Kim sot marketing

CTK.9/13 Marketing ngn hng

3/14/2012

1.2.1 Nghin cu mi trng marketing

1. Mi trng v m Nhn khu hc L mi quan tm ln v nh hng n vic xy dng cc chng trnh MKT ngn hng Cc yu t c bn - Tng dn s v t l tng dn s; Thay

1.2.1 Nghin cu mi trng marketing

2. Mi trng tc nghip (Task Enviroment) Khch hng (Customers) i th cnh tranh (Competitors) Cng s (Collaborators)

i c cu dn s; Xu th di chuyn dn s; CS dn s ca quc gia/vng;

T nhin, cng ngh Thay i cch thc tiu dng v phng thc trao i ca x hi v NH To li th cnh tranh ca ngn hng Gip NH pht trin thm cc SPDV mi
CTK.9/13 Marketing ngn hng 19

CTK.9/13

Marketing ngn hng

20

1.2.1 Nghin cu mi trng marketing

Khch hng 2. Mi trng tc nghip (Task Enviroment) L cc t chc, c nhn c nhu cu v cc SP ti chnh L ni dung ct li ca nghin cu MKT ngn hng Phn loi theo h dng DV ngn h Ph l i th nhu cu s d hng. Nhu cu tip cn tin mt Nhu cu an ton ti sn Nhu cu chuyn tin Nhu cu tr chm Nhu cu t vn ti chnh

1.2.1 Nghin cu mi trng marketing

i th cnh tranh 2. Mi trng tc nghip (Task Enviroment) nh hng n kh nng t c cc mc tiu, chin lc ca NH Xc nh v m t cc i th cnh tranh trn th trng Tnh trng v chnh sch i ni ca i th Theo di cc hot ng kinh doanh Phn tch v trin vng v tnh hnh cnh tranh

CTK.9/13

Marketing ngn hng

21

CTK.9/13

Marketing ngn hng

22

1.2.1 Nghin cu mi trng marketing

Cc cng s

1.2.1 Nghin cu mi trng marketing

2. Mi trng tc nghip (Task Enviroment) Nhng ngi h tr cho NH trong hot ng kinh doanh v t g g g g ti mc tiu i vi KH Nhng thay i t cc n v ny u tc ng ti hot ng MKT v kh nng phc v KH ca NH

3. Mi trng doanh nghip (ngn hng).

Ngun lc. L yu t u vo s dng sn xut v cung

ng cc SPDV ngn hng trn th trng Hu hnh. Nhn lc; Ti lc; Vt lc v tc nghip V hnh. Tri thc chuyn mn, kinh nghim, vn ha, uy tn ca thng hiu, gi tr ti sn thng hiu

CTK.9/13

Marketing ngn hng

23

CTK.9/13

Marketing ngn hng

24

3/14/2012

1.2.1 Nghin cu mi trng marketing

1.2.2 Phn on th trng, La chn th trng mc tiu, v nh v th trng

Phn on th trng.
Thnh on nh hn; nhu cu ng v c kh nng p ng tt hn

3. Mi trng doanh nghip (ngn hng).

Nng lc.
K nng v tnh cht cn thit c th thc hin kinh doanh mt ngnh no Nhn dng nng lc cnh tranh v nng lc ct li Kh nng thay th ca ngun lc v nng lc Mc lu ng ca ngun lc v nng lc Mc ng gp

La chn th trng mc tiu. g

ngun lc vi nhng i hi c th thnh cng) nh v th trng. Lm KH thy r li ch chnh ca SPDV (in su m vo tim thc ca khch v khc bit vi SPDV khc)
on m ngn hng c nhng ti lc vt tri (i snh

CTK.9/13

Marketing ngn hng

25

CTK.9/13

Marketing ngn hng

26

1.2.3 Xc lp marketing-mix
Sn phm.
S cho hng ca NH m khch s c hng nu mua hng S thun tin, s an ton, s t do, danh ting v c l l mt l t li h kh m ngi kh bit t lot ch khc i khng bit

1.2.3 Xc lp marketing-mix

Gi c.
Gi trong ngnh ngn hng (c quy nh t rt lu) ch yu cnh tranh trn c s phi gi. Vic ni lng cc quy nh - nh hng ti ph cc dch v

Xc tin.
Phng tin truyn thng xc tin vi th trng mc tiu Lin lc nh th no, khi no, u v ci g c lin lc?

Phn phi (a im).

S sp t SPDV lun c sn v c th mua c d dng trn th trng mc tiu

CTK.9/13

Marketing ngn hng

27

CTK.9/13

Marketing ngn hng

28

1.2.3 Xc lp marketing-mix
Qu trnh (Process) Cc bc, cng on cung ng, cc iu kin tng bc v cng on cung ng cho SPDV ca ngn hng Con ngi (People) Ngi cung ng v ngi nhn dch v Bng chng vt cht (Physical Evidence) Cc du hiu vt cht gip cm nhn, nh gi cht lng dch v

1.3 i tng, ni dung v phng php nghin cu hc phn

1.3.1 i tng nghin cu hc phn
Khch th Ch th

1.3.2 1 3 2 Ni dung hc phn 1.3.3 Phng php nghin cu hc phn

Tip cn h thng, logic v lch s Tip cn thc tin cc vn l lun Hiu qu ti u

CTK.9/13

Marketing ngn hng

29

CTK.9/13

Marketing ngn hng

30