MASTER OF BUSINESS ADMINISTRATION (Bilingual) September Intake, 2009 Chng trnh Thc s Qun tr Kinh doanh (H song ng)

Nhp hc: 09/2009

Subject code (M mn hc): Subject name (Tn mn hc): Student Name (H tn hc vin):

MGT 510 QUN TR CHIN LC NGUYN CNH CHC

TP.H CH MINH - 2010

MASTER OF BUSINESS ADMINISTRATION (Bilingual) September Intake, 2009 Chng trnh Thc s Qun tr Kinh doanh (H song ng) Nhp hc: 09/2009

Tn ti n: PHN TCH V XUT CHIN LC VIETINBANK TN BNH N NM 2015 Student Name (H tn hc vin): NGUYN CNH CHC

TP.H CH MINH 1/2011

Li cm n
hon thnh n tt nghip ny, Ti xin t lng bit n su sc n Thy PGS.TS. o Duy Hun v Mr Foo Kok Thye. tn tnh hng dn trong sut qu trnh hc tp, vit n tt nghip. Vi tt c s bit n su sc nht, ti cng xin c gi ti cc Qu thy gio, c gio trng i hc HELP Malaysia, v cc Thy gio, c gio ca cc trng i hc danh ting Vit Nam trc tip ging dy v cc Anh, Ch phc v trong kha hc va qua li cm n chn thnh nht. Ti xin chn thnh cm n cc bn hc vin lp Qun tr Kinh doanh Quc t Chuyn su Ti chnh Ngn hng kha 3, Ban Gim c v cc bn ang cng tc ti Vietinbank Tn Bnh, cc bn ng nghip ph trch B phn qun l cht lc ISO ti Vietinbank Tn Bnh v cc chuyn gia ngn hng ang cng tc trong ngnh, h tr, gip , ng gp kin trong sut thi gian ti hc tp, cng tc v thc hin n thc s kinh t chuyn ngnh ti chnh ngn hng. Vi vn kin thc c tip thu trong qu trnh hc tp khng ch l nn tng cho qu trnh nghin cu lm n m cn l hnh trang qu bu gip ti t tin hn v vng chc trong cng tc cng nh trong qun l iu hnh, Qun tr Ngn hng trong thi gian ti. Mc d ti c nhiu c gng, nhng trong n ny chc chn cng kh trnh khi nhng thiu st, khim khuyt. Ti knh mong nhn c s thng cm, s gp , ch bo ca cc qu thy c cng cc bn ng nghip. Cui cng ti knh chc qu Thy, C di do sc khe v thnh cng trong s nghip cao qu. ng knh chc cc bn hc, cc ng nghip lun di do sc khe, t c nhiu thnh cng tt p trong cng vic. Trn trng knh cho! Tp. H Ch Minh, thng 12 nm 2010 Hc vin: Nguyn Cnh Chc Emeil: Chuc.nc@vietinbank.vn

LI CAM OAN Ti xin cam oan y l n c nghin cu ca ring ti. Cc thng tin, s liu ca nghin cu vit n l trung thc. Nhng kt qu nghin cu trn y cha tng c cng b cng trnh no Tt c thng tin, s liu trch dn c ngun gc tin cy. Ti xin chu trch nhim hon ton v tnh xc thc ca bi vit. Emeil: Chuc.nc@vietinbank.vn

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN

TN TI: PHN TCH V XUT CHIN LC VIETINBANK TN BNH N NM 2015 PHN TM TT ti ny c nghin cu nhm mc ch phn tch v xut chin lc Vietinbank Tn Bnh, giai on 2011 2015. Trc khi phn tch v xut chin lc ny, cn thit phi c cc c s v phn tch ni b v phn tch mi trng bn ngoi c nh hng n hot ng ca Viertinbank Tn Bnh nhn nh v nhng im mnh, im yu cng nh cc c hi, nguy c m Vietinbank Tn Bnh phi i mt. im mnh ni bt ca Vietinbank Tn Bnh hin nay l c mt knh phn phi rng ln, li l thng hiu mnh, c kh nng huy ng vn cao cng vi kh nng v pht trin sn phm mi so vi cc i th cnh tranh. Tuy nhin, bn cnh Vietinbank Tn Bnh vn mc phi hn ch ln cn khc phcVic qun tr v iu hnh, thc thi chin lc cn thiu linh hot; m hnh t chc cha hp l. Do , tn ti, pht trin trong cnh tranh i hi Vietinbank Tn Bnh phi ch ng u t i mi c cng ngh ln cch thc qun l....nhm ph hp vi xu hng hin i. vt qua nhng thch thc v tn dng tt c hi i hi Vietinbank Tn Bnh phi a ra chin lc ph hp cho tng thi k, tng giai on ca s pht trin ph hp vi xu th trn nguyn tc m bo li ch quc gia, li ch khch hng v li ch ca vietinbank. Nu vn tip tc gi mnh, cch qun l iu hnh, qun tr thc thi chin lc trong ci khun c th chc chn phi i mt vi s tut hu v thi gian tn ti s rt ngn ngi. Vi vic s dng cc phng php thu thp ti liu s cp. thu thp c s liu s cp, chng ti s dng k thut chn mu la chn mt b phn nh ca qun th ang nghin cu; Phng php phng vn chuyn gia thu thp v x l nhanh nhng nh gi d bo ca cc chuyn gia. Phng php quan st hnh vi khch hng ca Vietinbank Tn Bnh v phng php phn tch ti liu th cp c phn tch, gii thch v tho lun, din gii. Trong qu trnh lm n, m hnh delta, bn chin lc v 5 lc lng cnh tranh s c tc gi dng lm khung l thuyt i chiu, kim tra, nh gi cc chin lc ca Vietinbank n Chi nhnh Tn Bnh. ti ny, chng ti tp trung vo phn tch, nhn nh v nh gi qun tr chin lc ca Vietinbank Tn Bnh. ti phn tch chin lc hin ti Vietinbank Tn Bnh v t chc, c cu qun l n vic kinh doanh. Trn c s phn tch chin lc ca Vietinbank Tn Bnh n nm 2015 v a ra kin ngh vi c quan chc nng gii quyt nhng vn kh khn cho Vietinbank Tn Bnh.
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Kt qu nh gi cho thy, Vietinbank Tn Bnh kh nng cnh tranh trong lnh vc bn bun yu- mt lnh vc vn l th mnh ca cc ngn hng c tim lc ti chnh ln v dy dn v kinh nghim qun l. Do vy, s mnh Vietinbank Tn Bnh l la chn cho mnh m hnh qun tr chin lc mi. l phn u tr thnh mt ngn hng bn l chuyn nghip vi 3 nhm yu t cn bn : Khc hng, sn phm dch v v cu trc h thng, da trn nn tng cng ngh hin i. Vi vic s dng cc cng c xy dng v la chn cc phng n chin lc (ma trn BCG, SWOT, SPACE, IE, chin lc chnh v QSPM). Bn cnh cc chin lc c xut, ti cn a ra mt s gii php thc hin, ch yu nh: Gii php v nhn s, gii php v sn phm v gii php v h thng thng tin. a dng ho sn phm v to ra c sn phm khc bit; Lm tt cng tc marketing v chm sc khch hng; chnh sch nhn s; M rng, sp xp li mng li chi nhnh v c ch qun l; Kin ngh i vi NHNN v c ch iu hnh li sut; Kin ngh i vi Tr s chnh v nng cp nng lc h thng v ci tin m hnh t chc. Thc hin vic phn cng, y quyn cho Gim c cc n v thnh vin h c ch ng hn trong hot ng kinh doanh. Hon thin cng tc kim tra, kim sot ni b nhm pht huy vai tr ca b phn hu kim trong vic pht hin v ngn chn kp thi cc ri ro c th pht sinh do lm dng phn cng, y quyn. Trnh can thip qu su vo cng tc t chc ca n v thnh vin. ti ny hy vng gp phn vo vn dng cc m hnh qun tr chin lc ca Vietinbank Tn Bnh. Hy vng nhng mc tiu, gii php v kin ngh m n xut s c tnh kh thi cao, gip cho Vietinbank tng trng th phn pht trin an ton bn vng. Tuy nhin n hin ti ch l nhng gi m ban u cn hon thin thm na thi gian tip theo. Vietinbak Tn Bnh vi i ng CBNV c trnh chuyn mn cao, y tm huyt v trung thnh, th n nm 2015, s tr thnh ngn hng c sc cnh tranh cao.

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN CHNG 1: MC CH NGHIN CU 1.1- L do chn ti: Vi qu trnh lin tc i mi v hon thin, VietinBank t c hiu qu kinh doanh cao tr thnh mt trong cc ngn hng thng mi hng u ti Vit Nam. Vi tm nhn n nm 2015, VietinBank tr thnh Tp on Ti chnh - Ngn hng vi dch v a dng, sn phm cht lng tt nht da trn nn tng ng dng khoa hc cng ngh hin i, trnh qun l tin tin, vi 2 trc c bn l kinh doanh tin t v hot ng u t ti chnh. t c cc mc tiu hng ti tm nhn ny, vai tr ca xy dng chin lc, qun tr v thc thi chin lc l rt quan trng, th hin cc im: Tm nng ti chnh; gii php k thut, khai thc cng ngh k thut, qun tr ri ro, pht trin sn phm dch v, ti u ha h thng, nh gi sn phm v o lng hiu qu sn phm, dch v; qun tr iu hnh. Trong tin trnh hi nhp, l n v ph thuc VietinBank, Chi nhnh Tn Bnh s phi cnh tranh ngy cng khc lit, e do n s pht trin bn vng. tn ti v pht trin Vietinbank Tn Bnh cn phi phn tch c chin lc hin t, t xut ci tin chin lc n nm 2015. Xut pht t nhng nhu cu trn, ti chn ti Phn tch v xut Chin lc ca VietinBank Tn Bnh n nm 2015 lm n tt nghip MBA. 1.2- Mc tiu nghin cu: Mc tiu ca ti ny l nhm vo nhng vn sau: Khi qut cc l thuyt v m hnh chin lc lm c s nghin cu chin lc ca VIETINBANK Tn Bnh Phn tch hin trng chin lc VIETINBANK Tn Bnh. Phn tch mi trng bn ngoi v bn trong tc ng n qun tr chin lc VIETINBANK Tn Bnh . xut ci tin chin lc VIETINBANK Tn Bnh n nm 2015. 1.3- Phm vi nghin cu: ti da trn c s l thuyt v m hnh delta, bn chin lc, ma trn Swot, m hnh cnh tranh ca Michale Porter nghin cu v chin lc giai on 2006 n nm 2010 v xut chin lc ca Vietinbank Tn Bnh t nm 2011 n nm 2015, trong quan h tng h vi chin lc ca Vietinbank.

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN 1.4- Kt qu d kin: ti s gp phn lm r c c s l thuyt v m hnh delta, bn chin lc, ma trn swot, ma trn cnh tranh ca Michale Porter trong trng hp Vietinbank Tn Bnh. - Xc nh c mt t c v hn ch trong chin lc hin ti ca Vietinbank Tn Bnh. - Xy dng c s mnh v tm nhn ca Vietinbank Tn Bnh n nm 2015. - xut c gii php nhm hon thin chin lc, qun tr chin lc v thc thi chin lc ca Vietinbank Tn Bnh n nm 2015 mt cch c hiu qu nht. 1.5- Phng php nghin cu: hon thnh n, chng ti s dng cc phng php: Thu thp ti liu s cp. thu thp c s liu s cp, chng ti s dng k thut chn mu la chn mt b phn nh ca qun th ang nghin cu; Phng php phng vn chuyn gia thu thp v x l nhanh nhng nh gi d bo ca cc chuyn gia. Phng php quan st hnh vi khch hng ca Vietinbank Tn Bnh v phng php phn tch ti liu th cp c phn tch, gii thch v tho lun, din gii. 1.6- ng gp v mt l thuyt: Hon thnh n ny, s lm sng t thm l thuyt bn chin lc trong bi cnh Ngn hng Vit nam. Mt khc gip lnh o Vietinbank Tn Bnh tip thu phng php qun tr chin lc hin i. Sau khi hon thnh, ti cng gip ti nng cao c kin thc vo thc tin qun tr ngn hng. 1.7- B cc ca n: n ny c thit lp, gm c 7 chng: Mc ch nghin cu; Tng quan v l thuyt; Phng php nghin cu; Phn tch hin trng chin lc Vietinbank Tn Bnh; nh gi chin lc ca Vietinbank Tn Bnh; xut gii php chin lc ca Vietinbank Tn Bnh n nm 2015; Kt lun n. CHNG 2 TNG QUAN L THUYT Trong qu trnh lm n, m hnh delta, bn chin lc v 5 lc lng cnh tranh s c tc gi dng lm khung l thuyt i chiu, kim tra, nh gi cc chin lc ca Vietinbank Tn Bnh. 2.1- Khi nim v chin lc v qun tr chin lc: Theo Johnson v Scholes, chin lc c nh ngha nh sau : Chin lc l vic xc nh nh hng v phm vi hot ng ca mt t chc trong di hn, t chc phi ginh c li th thng qua vic kt hp cc ngun lc trong mt mi trng nhiu th thch, nhm tha mn tt nht nhu cu ca th trng v p ng mong mun ca cc tc nhn c lin quan n t chc.
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Theo Michael Porter (1996), Chin lc l vic to ra mt s hi ha gia cc hot ng ca mt cng ty. S thnh cng ca chin lc ch yu da vo vic tin hnh tt nhiu vic v kt hp chng vi nhau ct li ca chin lc l la chn ci cha c lm. Theo cch tip cn ny, chin lc l to ra s khc bit trong cnh tranh, tm v thc hin ci cha c lm (what not to do). Bn cht ca chin lc l xy dng c li th cnh tranh (competitive advantages), chin lc ch tn ti trong cc hot ng duy nht (unique activities). Hay ni cch khc: Chin lc l xy dng mt v tr duy nht v c gi tr tc ng mt nhm cc hot ng khc bit. 2.1.1- Qun tr chin lc: Qun tr chin lc l qu trnh xc nh cc mc tiu chin lc ca t chc, xy dng cc chnh sch v k hoch t c cc mc tiu v phn b cc ngun lc ca t chc cho vic thc hin nhm t c cc mc tiu trong tng lai. c im chin lc l to li th cnh tranh,tm v ginh c li th bn vng v sn phm v khch hng. Nhin v chin lc l: - Xc nh t chc mun i u, v u; - Xc nh t chc s i n bng con ng no; - Dng phng tin, cng c g n . 2.1.2- M hnh chin lc Delta - DPM ca Arnoldo C. Hax & Dean L: Qun tr chin lc theo m hnh delta, ca Arnoldo C. Hax & Dean L, lun xc nh pht trin khch hng ton din l trung tm ca qun tr chin lc. S dng m hnh DPM s gip chng ta nh gi r rng rng chng ta c xem khch hng l trunng tm khng. Khch hng c phi l mc tiu m cng ty nhm ti khng, c phi l c s to ra ng lc cng ty qun tr tt hn khng. Thc t cng ty hiu mt cch su sc nhng nhu cu ca khch hng v lm g c th gip khch hng mt cch hiu qu nht, t cng buc chng ta phi suy ngh cn thay i hnh ng chin lc nh th no. Theo m hnh ny, vic phn tch cnh tranh da trn gn kt cc gi tr hn l chin lc cnh tranh trc din. M hnh ny xoay quanh 3 yu t quan trng , ch cht i vi bt c doanh nghip no l khch hng ton din, sn phm ti u v th trng ti u c ph hp vi cu trc hin ti ca doanh nghip hay khng? 2.1.3- Sn phm tt nht : Vic nh v sn phm tt nht c xy dng trn hnh thc c in ca cnh tranh. Khch hng b thu ht bi nhng c tnh vn c ca bn thn sn phm nh cung cp c im tan din sn phm, chi ph thp, li th v gi cho khch hng hoc s khc bit ha sn phm. V quy m, m hnh s ch trng n sn phm v th trng. Mi lin kt s c th hin bng vic lin h n sn phm, sn phm u tin a ra th trng v thit k vt tri.
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN 2.1.4- Gii php khch hng: y l s o ngc t phng php tip cn sn phm tt nht. Chng ta s tm kim s hiu bit su sc v v mi quan h khch hng thng qua phm vi: Tng cng cung cp nhiu loi sn phm, chia nhm khch hng, tng s lin kt ca doanh nghip bng vic lin doanh pht trin v s dng ngun lc. nh gi qui m s thng qua lng khch hng v t l khch hng s dng dch v. Mi lin kt c hnh thnh th hin qua vic n lc gi cht khch hng, rt ra bi hc kinh nghim v khng ngng pht trin cung cp sn phm dch v theo nhu cu ca khch hng. 2.1.5- Ni b h thng : N s nui dng cng ty theo cu trc m, bao gm cc doanh nghip m rng, cc cng ty, khch hng, nh cung cp v quan trng nht l cc cng ty h tr (complementor). Do vy qui m c nh gi qua h thng t l cng ty h tr. Mi lin h s c th hin qua vic lin h n h thng, loi tr i th ngoi h thng v tiu chun c quyn. S dng m hnh Delta s gip doanh nghip c c nhng kt qu quan trng: Tht cht quan h kinh doanh lu di, gi tr khng ngng tng ln, thit k vt tri i th, lai tr i th cnh tranh khi h thng v c nh khch hng vo h thng. (Ph lc1 .M hnh Delta ca Arnoldo C. Hax & Dean L ) 2.2- M hnh Bn chin lc ca Robert S Kaplan v David P Norton: M hnh ny rt cn thit trong vic nh gi chin lc v n gip chng ta xem xt s kt ni cc yu t nh s hnh thnh gi tr c ng , qun l quan h khch hng , iu hnh, qun l cht lng dch v, ni lc, ci tin, nhn s, khoa hc cng ngh , c cu t chc trn mt bn , t gip qu trnh trao i giao tip gia cc nh iu hnh vi nhau v vi nhn vin, cho php cc thnh vin ca t chc v cc bn lin quan khc hiu v h tr cc chin lc, v cho php o lng s tin b i vi cc mc tiu nu. Cc nguyn tc ch yu ca Bn chin lc l : Chin lc cn bng cc ngun lc, gii quyt mu thun, chin lc hng ti khch hng vi cc gi tr khc nhau, cc gi tr c to ra nh ni lc ca doanh nghip, Chin lc bao gm cc ti b sung nhau v ng thi, S lin kt chin lc xc nh gi tr ca cc ti sn v hnh. Trong thc t, bn chin lc thng c s dng th hin 4 mc tiu kinh doanh chnh ca mt doanh nghip. Ch tiu ti chnh (Financial Goal) l ph bin nht v bn s cho thy cc bc cn thit ci thin ti chnh cng ty. Khch hng (Customer Perpective) l mt quan im s dng ph bin khc, bi v n cho thy nhng g khch hng mun v mong i cng nh lm th no t c mc tiu . Quy trnh ni b (Internal process) l vic s dng then cht v bn s ch ra lm th no cng ty hin ti thc hin c mt hay nhiu nhim v v s c th hoc l lm th no nhng
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN nhim v c th c thc hin mt cch hiu qu hoc phi phi thay i cu trc. Hc hi (Learning) th li ch ra k nng cn t c v nhng bc cn thit hiu mt cch y . A strategy map can be created at different levels of the organization, and each level's map can be defined with the overall strategy map in mind. Vic s dng bn chin lc trong hat ng ca doanh nghip nhm nhng mc ch sau y: - M t chin lc trong mt hnh nh duy nht, lm r chin lc v truyn thng n cho nhn vin - Xc nh quy trnh ni b chnh ( Key internal processes) - Gn kt u t vo con ngi , cng ngh v vn ca t chc cho tc ng ti a - Pht hin nhng khang trng trong chin lc nhng hnh ng khc phc sm c thc hin. - Xc nh r rng nhng xut gi tr khch hng - To quy trnh ni b quan trng cho vic to ra v cung cp cc xut v gi tr, hnh thnh gi tr c ng. - Phn b ngun lc , cng ngh thng tin v vn ha t chc cho cc quy trnh ni b. Dng Bn chin lc phn tch , nh gi chin lc doanh nghip chng ta ang thc hin thy c s lin kt trn y c c to ra xoay quanh chin lc khng vic thc thi chin lc c d dng hn, phn tch c doanh nghip chng ta ang s dng cc ngun ti nguyn c c hiu qu v c s lin kt vi nhau khng. T vic vn dng l thuyt ca m hnh ny , trong phm vi ca n, vi thc t phn tch chin lc ti mt doanh nghip chn la, chng ta c th phn tch cc yu t mi trng bn trong v mi trng bn ngai hay bn chin lc c th bao gm mt i din ca cc yu t ni b v bn ngoi c th tc ng nh hng n s thnh cng ca chin lc kinh doanh ca t chc c m t qua cc ma trn , t mi san tho c nhng sn phm , khch hng v th trng ti u cho ngn hng trong tng thi gian nht nh: - Chin lc sn phm hng u s i hi phng thc ci tin tin phong gip to ra cc sn phm mi, tn dng ti a cng nng v c bit trn th trng nhanh nht - Chin lc s thn thin khch hng i hi phng php qun l mng li khch hng ti u (cng c quan h khch hng thng xuyn v pht trin cc gii php h tr qun l) - Chin lc s vn hnh ti u nhn mnh v chi ph, cht lng , dch v nhanh chng, quan h tt vi cc nh cung cp, cung ng v phn phi nhanh hiu qu (Ph lc s 2: M hnh Bn chin lc ca Robert S Kaplan v David P Norton )
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN 2.3- Ma trn hnh nh cnh tranh ca Michael E. Porter: Mi trng vi m c nm yu t c bn l: i th cnh tranh, ngi mua, ngi cung cp, cc i th mi tim n v sn phm thay th nh sau: 2.3.1- i th cnh tranh: Cc i th cnh tranh c vai tr nh hng quan trng, n th hin s tranh ua gia cc doanh nghip hin c trong ngnh. Do , cn phn tch k lng i tng ny trong qu trnh xy dng chin lc. 2.3.2- Khch hng: Khch hng l mt phn ca doanh nghip, do v th ca khch hng quan trng i vi doanh nghip nh th no c nh hng rt ln i vi doanh nghip. Do vy, doanh nghip cn lp thng tin v khch hng cng nh cc bng phn loi v khch hng c nh hng tiu th. 2.3.3- Nh cung cp: Cc nh cung cp c th gy p lc mnh trong hot ng ca doanh nghip, do cn nghin cu k i tng ny. H c th l ngi bn vt t, thit b cng ng ti chnh, ngun lao ng 2.3.4- i th tim n mi: i th mi tham gia kinh doanh l yu t lm gim li nhun ngnh. Do vic nghin cu bo v v tr cnh tranh ca doanh nghip trong ngnh bao gm vic duy tr hng ro hp php ngn cn s xm nhp t bn ngoi l quan trng. 2.3.5- Sn phm thay th: Sc p do c cc mt hng thay th lm hn ch tim nng li nhun ca ngnh do mc gi cao nht b khng ch. Do , cc doanh nghip khng ngng nghin cu v kim tra cc mt hng thay th tim n. 2.3.5- Ma trn hoch nh chin lc c th la chn (QSPM): Ma trn SWOT a ra cc chin lc kh thi c th la chn v ma trn QSPM l cng c c th quyt nh la chn chin lc no l tt nht i vi doanh nghip. Ma trn QSPM s dng cc yu t u vo nh phn tch cc ma trn EFE, IFE v kt qu kt hp ca cc phn tch ma trn SWOT quyt nh khch quan trong s cc chin lc c kh nng thay th tt nht. pht trin mt ma trn QSPM. Vi l thuyt ny s l nn tng phn tch nh gi ha hot ng ca Vietinbank Tn Bnh cng vi cc yu t nh hng, t a ra chin lc kinh doanh cho giai on n nm 2015. CHNG 3: PHNG PHP NGHIN CU thc hin vic phn tch, nh gi chin lc hin ti ca Vietinbank Tn Bnh mt cch thit thc v hiu qu, t xc nh ng nhng hn ch v im mnh, nhm a ra c gii php tt nht hon thin chin lc Vietinbank Tn Bnh. Mt khc nhm t
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN c mc ch, mc tiu ca ti ra c hiu qu tt nht, ti s s dng mt s phng php sau y: 3.1- Phng php thu thp thng tin/ d liu: S liu s cp: Thu thp thng qua phng vn cc chuyn gia ngn hng, cc nh hoch S liu th cp: S liu ly t hip hi ngn hng, tp ch ngn hng, sch bo, t internet Bc 1: Thu thp s liu: Cc s liu s cp c thu thp bng cch quan st thc t, phng vn ban lnh o, cng nhn vin, thng qua bng cu hi. Cc s liu th cp c tng hp thng qua cc bn k ton, bo co ti chnh, tham kho cc ti liu lin quan trn internet, sch, bo, tp ch, cc thng k, Bc 2: Phng php x l s liu: (1) Phng php so snh, phn tch, tng hp: cc s liu t cc bng bo co ti chnh, k ton c so snh qua cc nm, phn tch ti sao v tng hp a ra nhn xt. (2) Phng php thng k: thng k cc bng biu, s liu t rt ra cc kt lun, cc xu hng nh gi tnh hnh hot ng ca cng ty. (3) Phng php phn tch ma trn SWOT, cc yu t bn ngoi, bn trong, chin lc cnh tranh v.v.: l k thut phn tch v x l kt qu nghin cu ca mi trng hot ng bng cch kt hp cc im mnh, im yu, c hi, nguy c, t ra chin lc mt cch khoa hc. 3.1.1- Phng php phng vn chuyn gia: Phng php ny l thng qua tham kho kin t vn ca chuyn gia thu thp v x l nhanh nhng nh gi d bo ca cc chuyn gia. Qu trnh p dng phng php phng vn chuyn gia c th chia thnh 3 giai on: la chn chuyn gia, trng cu kin cc chuyn gia v cc vn cn tin hnh d bo v phn tch x l nhng nh gi d bo ca cc chuyn gia. 3.1.2- La chn chuyn gia: Cc chuyn gia c phng vn gm: lnh o Ngn hng Nh nc VN (NHNN), nhng cn b qun l NHNN ti TP.HCM, cn b Vietinbank Tn Bnh, Hip hi Ngn hng v cc chuyn gia c trnh chuyn su trn cc lnh vc Ngn hng nhm t vn trong vic xc nh cc tiu ch nh gi m hnh qun tr chin lc ca Vietinbank Tn Bnh. Cc nh phn tch c mi l nhng cc nh khoa hc trng i hc Ngn hng, khoa Ngn hng i hc kinh t, ngi c trnh chuyn mn cao, c hiu bit su rng v vn
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nh chin lc, cc nh qun l v m v cc gim c cc ngn hng. ca ngn hng VIETINBANK Tn Bnh.

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN phn tch mi trng bn ngoi Ngn hng. lm tt phng php phng vn, chng ti cung cp nhng thng tin cn thit nh th phn, khch hng, sn phm, doanh thu, li nhun ca Vietinbank Tn Bnh cho cc chuyn gia nh gi, phn tch h phn tch nh gi. Sau , Ti s tng hp kin chung ca cc chuyn gia v s dng chng cho mc ch vit n. 3.1.3- Trng cu kin chuyn gia: Trng cu kin chuyn gia tin hnh thng qua t chc hi ngh khch hng am hiu Vietinbank Tn Bnh, hiu tnh hnh kinh t th gii v VN, cng vi cc nh qun l, thng qua hot ng ny s thu c nhng thng tin v tng mi v m hnh qun tr chin lc ph hp vi n. 3.2- Phng php quan st hnh vi khch hng ca Vietinbank Tn Bnh: Quan st hnh vi khch hng, hnh vi ca nhn vin, qun tr vin thng qua ghi nhn, m t, phn tch v gii thch, bit c mc hi lng v cha hi lng ca khch hng khi n giao dch ti cc Phng giao dch ca Vietinbank Tn Bnh. bit c hnh vi ngi nhn vin qun tr vin lm cho khch hng hi lng hay cha. T kt qu quan st c xut cc bin php ci tin nhm gia tng s hi lng khch hng khi n giao dch ti Vietinbank Tn Bnh t 2011- 2015. 3.2.1- Phng php nghin cu ti liu th cp: Loi ti liu ny c ngun gc t ti liu s cp c phn tch, gii thch v tho lun, din gii. Cc ngun ti liu th cp nh: s liu ca Hip hi Ngn hng VN, NHNN VN, tp ch Ngn hng, sch l thuyt v Ngn hng, bin bn hi tho khoa hc v ti chnh- tin t, Internet, sch tham kho ca cc tc gi nc ngoi, lun vn, thng tin thng k S dng ti liu th cp tr li cc mc tiu xc nh trong n. 3.2.2- Phng php nghin cu i chiu (Cross methodology): Phng php ny s dng lm r kh nng cnh tranh ca Vietinbank Tn Bnh vi cc i th trong h thng v khc h thng. Khi s dng phng php i chiu, chng ti da trn l thuyt ca M.Porter phn tch cc lc lng cnh tranh cc ngnh theo m hnh 5 lc lng cnh tranh ca Porter. L thuyt ny s s dng khi nghin cu tm c hi- thch thc, li th- bt li th ca Vietinbank Tn Bnh , lp bng ma trn SWOT. Tm li: s dng cc phng php ny s gip ti c c y cc d liu tin cy lin quan n vit n v gip ti phn tch, nh gi v xut ci tin chin lc ph hp vi Vietinbank Tn Bnh .

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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN

CHNG IV: PHN TCH CHIN LC HIN TI CA VIETINBANK TN BNH: 4.1- Gii thiu VietinBank: (Ph lc s7 : Tng quan v Vietinbank) 4.2- Gii thiu VietinBank Tn Bnh: Vietinbank Tn Bnh c thnh lp v nng cp ln Chi nhnh cp I ph thuc Vietinbank nm 2006, tin thn l Chi nhnh cp II ph thuc Vietinbank Chi nhnh 12, Tp.HCM. C cu t chc ca Vietinbank Tn Bnh c hnh thnh li da trn c s a gii hot ng v c cu pht trin kinh t trn a bn thnh lp, hin nay, gm c: 06 Phng, Ban chc nng ti Hi s chnh; 03 Phng giao dch thuc.
STCHCVIETINBANKTNBNH: GIM C CHI NHNH PH GIM C PHNG - TCCB, LAO NG PHNG -KHCH HNG PHNG - TIN T KHO QU PHNG - DCH V NGN QU - HUY NG VN TIN LNG, PHNG -K TON CC PHNG GIAO DCH PHT TRIN MNG LI PH GIM C

O TO - QUN L RI

Nhn chung v c cu, t chc b my hot ng ca Vietinbank Tn Bnh hin nay cha ph hp so vi qui m hot ng, yu cu kinh doanh v t chc qun l ti a phng, v trc mt cng nh lu di. 4.2.1- S mng, mc tiu: S mng Tn dng h thng mng li v c s h tng sn c pht trin thnh ngn hng bn l hng u ti a bn. a dng ha danh mc u t c kim sot m bo lm ch c tnh hnh ti chnh, ch trng tng mnh vn ch s hu, bo m t cc ch s nh gi hiu qu kinh doanh v an ton hot ng, pht trin bn vng.
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Mc tiu: Tp trung ngun lc cng c v m rng h thng mng li kinh doanh, tng cng nng lc ti chnh, nng cao cht lng hot ng v hiu qu kinh doanh. Duy tr v th th phn, pht trin m rng hot ng hin ti trong lnh vc ngn hng bn l v y mnh ngn hng bn bun, tp trung m rng th phn ti cc khu vc khch hng trng im trn c s an ton v sinh li cao. Vietinbank Tn Bnh s m bo tc tng trng, t sut li nhun (ROE, ROA), t l an ton vn (CAR), cc t l v kh nng thanh ton, t mc cao, t l n xu thp th trng Vit Nam v ph hp vi thng l quc t. Tng quy m ti sn hng nm trung bnh 20-22% Tng vn ch s hu bng li nhun li v nhm gp phn cho Vietinbank pht hnh thm c phiu ph hp vi quy m ti sn v m bo h s an ton vn. a dng ha c cu s hu, thu ht c ng chin lc c uy tn trong v ngoi nc theo k hoch ph duyt c th ca Ngn hng Nh nc v Chnh ph. Tn dng l hot ng kinh doanh ch lc, cnh tranh theo nguyn tc th trng. iu chnh c cu tn dng hp l, ph hp vi th mnh ca VietinBank Tng cng ri ro tn dng, bo m n xu chim di 2% a dng ha cc hot ng u t tn dng trn th trng ti chnh, gi vai tr nh hng trong th trng, nng cao hiu qu s dng vn v qun l thanh khon ca ngn hng. 4.2.2- Phn tch chin lc hin ti ca Vietinbank Tn Bnh. Sn phm: Vietinbank Tn Bnh phi to c s khc bit cc sn phm ca mnh, nht l trong thi im hin nay c ti hng chc ngn hng khc nhau trn mt a bn. Do Vietinbank Tn Bnh phi to ra nhng c im - hnh nh ring bit vi cc ngn hng khc trn a bn nhng vn phi thng nht v cc chnh sch, hnh nh chung ca Vietinbank . l s khc bit v sn phm, dch v ca Vietinbank cung ng ra th trng, knh phn phi, hot ng qung co khuych trng, giao tip 4.2.3-Th trng mc tiu: Khch hng truyn thng v ch yu ca Vietinbank Tn Bnh l cc cc doanh nghip va v nh, khch hng c nhn, ngun vn huy ng, cho vay, cc dch v trong thi gian qua cng tp trung ch yu vo cc i tng khch hng ny v t ngun tin gi dn c. Vi li th v vn, v dch v hon ho v kinh nghim nhiu nm hot ng,Vietinbank Tn Bnh s c nhiu li th so vi i phng trong li ko khch hng . Do hot ng trn a bn Tp.HCM, nn c nhiu tim nng v dch v ti chnh bn l trn cc lnh vc bao gm: cho vay, huy ng so vi GDP, s ti khon ngn hng trn 1.000 dn, s im giao dch ngn hng trn 1.000 dn....

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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Nm bt c iu ny Vietinbank Tn Bnh v ang ra sc m rng mng li, a dng sn phm, nng cao cht lng, phong cch phc v nhm sm thc hin c mc tiu tr thnh Ngn hng bn l a nng hng u trn a bn. 4.2.4- Cht lng dch v: Khch hng l iu kin tin quyt ngn hng tn ti v pht trin. Cha kho ca s thnh cng trong cnh tranh l duy tr v khng ngng nng cao cht lng dch v thng qua vic p ng nhu cu ca khch hng mt cch tt nht. V rng cht lng dch v ngn hng phn nh kh nng p ng, thm ch cao hn k vng ca khch hng v cn c duy tr mt cch thng xuyn, nht qun. + M hnh cht lng dch v.

Vietinbank Tn Bnh p ng tt k vng, yu cu ca khch hng, duy tr cht lng cung cp dch v thng qua p dng ng b cc gii php qun tr, rt ngn qu trnh cung cp dch v. 4.2.5- Knh Phn Phi: Vi li th v mng li kinh doanh tri khp cc tnh, thnh ph trn c nc. Bao gm Tr s chnh, S giao dch, 155 chi nhnh v hn 900 phng giao dch ng tr s ti 63 tnh thnh ph v n tn cc qun, huyn, th trn, th x trong c nc. Vietinbank cn thnh lp cc Cty lin doanh v Cty trc thuc. Vietinbank Tn Bnh tch cc tn dng li th ny khai thc m rng mng li, cung cp sn phm, cc tin ch ca ngn hng cho nhiu i tng khch hng. gp phn pht trin v cng c hnh nh sn phm ca VietinBank Tn Bnh trn a bn . 4.2.6- Cng tc xy dng thng hiu: Thng hiu Vietinbank Tn Bnh v ang c nhiu ngi bit n v xem y nh l mt li th trong vic qung b thng hiu, tip cn vi khch hng ca Chi nhnh Tn Bnh.
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN 4.2.7- C cu t chc: C cu t chc ca Vietinbank Tn Bnh cha tht s hp l v khoa hc. Cc nhn vin marketing va ph trch tip th qung co tip cn khch hng va trc tip th l h s gii quyt h s, cha c s phn cng theo hng chuyn mn ha thnh tng phn khc khch hng. Hin nay Vietinbank Tn Bnh cha c Phng Thng tin in ton hay hin nay mi ch c 01 Phng khch hng (Thay v phi 03 phng khch hng l: Phng khch hng Doanh nghip ln; Phng khch hng DN va v nh; Phng khch hng C nhn. Theo m hnh Ngn hng hin i ca Vietinbank ang p dng). iu ny cho thy: Do c cu Phng T nghip v cha hp l, cha chuyn mn ha dn n tnh chuyn nghip cha cao, cha chuyn su khai thc cc mng nghip v v vy vic qun tr v thc thi chin lc ca Vietinbank Tn Bnh cha hiu qu trong sut thi gian qua l iu d hiu. 4.2.8- Cng tc hun luyn, o to: Vietinbank Tn Bnh xc nh cng tc xy dng pht trin ngun nhn lc l yu t sng cn, c v tr c bit quan trng i vi s pht trin ca Vietinbank Tn Bnh. Lc mi thnh lp ch c 30% c trnh i hc th nay l hn 85%. Trung cp cao dng ch cn di 15%, s ngi c trnh trn i hc trong gn 48 CBCNV ca Chi nhnh hin nay l 05 ngi. Cng tc o to thi gian qua gip chuyn bin mnh nhn thc ca mi thnh vin trong Vietinbank Tn Bnh, thm su thc ngn hng l phc v, khch hng l ngi tr lng ch khng phi nh trc y. Vietinbank Tn Bnh hin nay c 01 Phng TCCB v o to chuyn trch thc hin cng tc xy dng chin lc o to v pht trin ngun nhn lc ca ton Chi nhnh. 4.2.9- Cc chnh sch vi ngi lao ng + Chnh sch tuyn dng, o to: Vietinbank ban hnh Quy ch tuyn dng lao ng, theo Vietinbank thc hin vic tuyn dng lao ng c trnh , nng lc p ng yu cu kinh doanh v tiu chun chc danh. Nhn thc c tm quan trng ca ngun nhn lc trong s pht trin ca Vietinbank Tn Bnh, do vy: VietinBank Tn Bnh thng xuyn t chc o to ni b, ng thi khuyn khch nhn vin nng cao trnh thng qua vic tham gia cc kho hc bn ngoi do Vietinbank i th. Mt khc c s nht qun trong vic o to, s dng ngun nhn lc Vietinbank ban hnh Quy ch o to, bi dng cn b cho ton h thng. + Chnh sch lng, thng, phc li: Tin lng v tin thng tr cho ngi lao ng trong VietinBank Tn Bnh cn c theo nguyn tc da vo hiu qu kinh doanh, nng sut lao ng, thnh qu ca tng c nhng ng gp cho Chi nhnh, chc danh cng vic v p dng
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN ch tin lng theo Quy ch tin lng c ban hnh. Vi kt qu kinh doanh t c, d kin nm 2010, mc lng t bnh qun 25.000 nghn ng/ngi/thng 4.3- H thng thng tin: T thng 6/2006 Vietinbank hon thnh giai on I D n hin i ho ngn hng, xy dng h thng ngn hng ct li, kt ni trc tuyn t tr s chnh n cc chi nhnh, phng giao dch, im giao dch, qu tit kim trn ton quc. H thng INCAS cho php tr s chnh c th gim st cht ch vic thc hin quy trnh nghip v ti tng chi nhnh. n nay, Vietinbank ang trin khai giai on II pht trin thm Module nghip v mi, chnh sa nng cp cc Module hin c, tm kim u t thm cc chng trnh qun l ri ro. Trong tp trung nng cao nng lc qun tr, iu hnh kim tra kim sot, qun tr ri ro, bo mt v an ninh d liu. H thng lu tr ln c thit k theo hng tp trung ho v o ho nhm m bo cho H thng ngn hng li (Core Banking) hot ng n nh, sn sng p ng nhu cu pht trin trong vng 03 n 05 nm ti v.v. Vietinbank Tn Bnh tn dng tt nhng thi c v ang c, vt qua khng t nhng cam go trong qu trnh hi nhp kinh t quc t gt hi c nhng thnh tu to ln, ng gp phn khng nh vo s pht trin kinh t ca t nc v ca Vietinbank trong nhng nm qua.

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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN CHNG 5: NH GI CHIN LC VIETINBANK TN BNH 5.1- nh gi S gn kt gia s mnh v qu trnh thc thi chin lc ca Vietinbank Tn Bnh: S mnh ca Vietinbank v mc tiu ca Vietinbank c xc nh trn c s cc phn tch cn trng v khoa hc. Da trn c s v tnh hnh th trng, khch hng, xu th tiu dng, i th cnh tranh, s thay i v cng ngh, mi trng php l, tnh hnh kinh t x hi, nhng im mnh yu ni ti, cc c hi v nguy c c th c t bn ngoi, y cng l nhng mc tiu thch thc i vi Vietinbank Tn Bnh. Nhng c tnh kh thi, p ng c s mong i ca c ng, ca cp qun l v nhn vin. Mc tiu ca ca Vietinbank Tn Bnh cng bt ngun t s mnh, tm nhn, hoi bo v cc gi tr ct li ca t chc, doanh nghip. S kt hp gia ci mong mun v ci c th lm c thng qua cc phn tch khoa hc s gip Vietinbank Tn Bnh khng sa vo nhng o tng v cn c hay ngc li b l c hi pht trin do t ra yu cu tng trng qu thp ngay t u. Tuy nhin, c chin lc cha , cn phi hin thc ha chin lc. iu khin khng t cc doanh nghip bi ri l ra chin lc ri nhng lm th no hin thc ha chin lc y. Vn y l: (i) Chin lc c xy dng khng th o lng c v (ii) c khong trng gia tm nhn ca lnh o v nhn thc ca nhn vin, v vy: Trc ht, chin lc cn phi o lng c v nu khng o lng c th khng c cch no qun l, thc hin c. Hai l, khi ngi lnh o bit doanh nghip ca mnh phi lm g, hng ti u nhng cc cng s, nhn vin ca h li khng hiu v khng cng hng ti mc tiu chung th chin lc cng khng th thc hin c. Nhn vin, cng s thng t ra bi ri khng r thc hin chin lc ny th no, chin lc ny lin quan g n cng vic hng ngy ca h, h phi lm g khc i hoc tt hn so vi trc, ng thi h t cu hi: Nu lm nh th th ti s c ci g? khc phc thc trng ny, Vietinbank Tn Bnh nn p dng phng php Bng im cn bng (Balance Score Card) s l mt cng c hu ch. Bng im cn bng (Balance Scorecard) do Gio s Robert S.Kaplan (Trng i hc kinh doanh Harvard) v cng s ca ng l David Norton pht trin vo nhng nm u ca thp k 90. Bng im cn bng nhm mc ch sp xp cc hot ng kinh doanh hng vo tm nhn v chin lc ca doanh nghip, ci thin thng tin lin lc trong v ngoi doanh nghip, gim st hot ng ca doanh nghip da trn cc mc tiu chin lc. N mang n cho cc
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN nh qun l v cc quan chc cp cao trong cc doanh nghip mt ci nhn cn bng hn v ton b hot ng ca doanh nghip. Ba l: Nh mt phn trong tng chin lc v pht trin hot ng kinh doanh ca Vietinbank vch ra mt phng hng c th, tuy nhin nhng tc ng tip v mt chnh sch (nh doanh nghip c mc tiu hot ng mi) hoc tc ng v mt kinh doanh (nh nhu cu v dch v tng cao) s lm phng hng hot ng ca doanh nghip thay i theo chiu khc. V vy Vietinbank Tn Bnh cn phi ng ph c hiu qu trc nhng thch thc ny sinh, gm c nhng kh khn v c hi. V d, cng chng gia tng k vng vo tiu chun v tnh sn c ca dch v. i li, cc t chc ang hng ti cch thc cung cp dch v ch trng vo v ngoi mt s chuyn i c bn t trng im theo truyn thng l tp trung vo cc vn bn trong. 5.1.2- Tnh hiu qu ca chin lc trong mi quan h vi mi trng bn trong v bn ngoi ca Vietinbank. Vi s mnh, tm nhin v mc tiu. Qua Vietin bank a ra chin lc l ph hp vi mi trng bn trong bn ngai, vn cn li l qun tr chin lc v thc thi chin lc nh th no c hiu qu, bi l: Tm nhn ca Vietinbank n nm 2015 tr thnh tp on ti chnh ngn hng hin i, xp hng tin tin trong khu vc: p ng ton din nhu cu v cc sn phm, dch v ngn hng, ti chnh, h tr tt nht cho khch hng trong nc v quc t; Qun l c hiu qu v pht trin bn vng. s gp phn huy ng v s dng hiu qu cc ngun lc v tim nng ca Vietinbank nhm t c nhng mc tiu chin lc trong phng hng phn u vn ln ngang tm cc tp on ti chnh tin tin trong nc v trong khu vc v trn th gii. Chin lc pht trin xc nh c th cc mc tiu phn u cho tng giai on vi cc mc 2010, 2015 v t ra k hoch u t c trng tm, trng im tng bc tip cn cc mc tiu ra. 5.1.3- Tc ng ca vic thc hin Chin lc 5.1.3.1- Tng cng s gn kt gia cc n v thnh vin ca Vietinbank: Cc Chi nhnh ph thuc c xem l cc thnh vin trong ngi nh chung ca Vietinbank, vi nhng quy tc, mc ch v kht vng chung. Chin lc c xy dng t ch, nguyn vng, quan im ca tt c cc n v thnh vin s l mt phng tin hu hiu gn kt tt c cc b phn trong h thng Vietinbank. S tham gia, trao i ca cc n v thnh vin trong qu trnh xy dng chin lc s tng cng s hiu bit ca h v hng pht trin ca Vietinbank, thc y cm nhn v
17

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN s s hu k hoch chin lc v v vic h l mt b phn ca c t chc. Tm nhn chung v s mnh ca Vietibnbank cng s mang li s thng nht v quan im to ra s cng hng v hp tc ca cc n v thnh vin. Vic mi c nhn cng chia s tm nhn v cng thc hin nhng mc tiu ra s m bo cho Vietinbank l mt tng th thng nht trong khi vn duy tr c tnh a dng, v hn th na tng cng v th ca Vietinbank thng qua kt hp sc mnh ca tt c cc b phn thnh vin. C th ni qu trnh xy dng K hoch chin lc l nhm xc nh nhng phm cht, nng lc chung lin kt cc b phn thnh mt, lm cho Vietinbank ln mnh hn thay v s lp ghp gin n ca cc b phn cu thnh. Ngoi ra K hoch chin lc pht trin cng to ra mt c ch qun l chin lc v gim st thc hin k hoch chin lc m bo hot ng ca cc n v thnh vin theo ng ng li chin lc chung ca Vietinbank. 5.1.3.2- Thc y vic xy chin lc ca cc n v thnh vin: Trn c s k hoch chin lc pht trin chung ca Vietinbank, Vietinbank Tn Bnh c trch nhim xy dng k hoch chin lc ca ring mnh v cc k hoch hnh ng c th nhm thc hin cc mc tiu ra. K hoch hnh ng hng nm ca Vietinbank Tn Bnh cng phi ph hp vi k hoch hnh ng tng th ca ton Vietinbank. Trn c s nhng k hoch ny, ngn sch c phn b sao cho ngun nhn lc, ti chnh, c s vt cht c s dng mt cch hiu qu nht. 5.1.3.3- Tng cng v th ca Vietinbank i vi cc pha lin quan: Trc ht, chin lc s l c s cc i tc, cc c ng, cc nh u t quan tm. Vic thc thi chin lc s gp phn cng c v th c bit ca Vietinbank trong h thng cc NHTM Vit Nam. Vic thc hin c s mnh nu trong chin lc gp phn cng c uy tn ca Vietinbank khng ch i vi Nh nc, x hi m cn c vi gii i tc trong v ngoi nc. Nh vic thu ht khch hng s hp tc ca cc i tc, cc doanh nghip trong v ngoi nc s thun li hn. Cc i tc s tin tng vo nh hng, tm nhn v nng lc ca Vietinbank cng nh hiu c nhng th mnh ca Vietinbank c hng hp tc ph hp v hiu qu hn. 5.2- Cc kh khn t qu trnh gn kt chin lc vi mi trng cnh tranh Vietinbank Tn Bnh: - Mi trng bn ngoi, nht l mi trng cnh tranh thng xuyn thay i, do d bo chnh xc chng a ra chin lc cnh tranh kh thi l kh khn. - Do cnh tranh chi phi, nn vic n nh nh cung ng SPDV u vo nh khch hng tin gi, vic thu ht ngun nhn lc cht lng cao cho Vietinbank Tn Bnh s gp nhiu kh khn.

18

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN - Cnh tranh cng s dn n kh khn trong vic pht trin ngun khch hng u ra, v mt ngi i vay, c chc Ngn hng sn sng cho vay vi li sut hp dn. - Do cnh tranh dn n i phng s dng chin lc nng li sut tin huy ng v h li sut tin cho khch hng vay s l kh khn cho hot ng kinh doanh ca Vietinbank Tn Bnh. - Kh khn trong t chc b my gn, tinh, hiu qu m bo rng thc hin tt chin lc; Kh khn trong xy dng v pht trin vn ha Ngn hng. - Kh khn v con ngi: Trnh , thc ca cc cp nhn vin thc thi chin lc cn hn ch. - Kh khn trong vic tip nhn, trin khai kp thi cc SPDV mi cung cp ra th trng ngy cng phong ph mang hm lng cng ngh cao (ATM, M-Banking, E-Banking, Internet Banking, Visacard, Mastercard ...), h tr, t vn khch hng, cung cch phc v chuyn nghip, qung b thng hiu (phng tin truyn thng bo ch, thng tin i chng, t chc s kin). 5.2.1- Cc ny sinh trong thc thi chin lc ca Vietinbank Tn Bnh: + Kh khn do nh hng ca mi trng bn ngoi - Nn kinh t vn c nguy c lm pht, kh khn trong vic gi vng n nh kinh t v m, bo m an sinh x hi v tng trng bn vng. - L trnh trin khai cc cam kt song phng v a phng nh hip nh thng mi Vit M to nn nhiu thch thc cho Vietinbank trong thi gian ti. 5.2.1.1- Kh khn v s thay i mi trng php l: - Mi trng php l thng xuyn thay i, th tc hnh chnh trong hat ng kinh doanh u t cn nhiu hn ch gy cn tr cho h thng Ngn hng ni chung v Vietinbank ni ring. 5.2.1.2- Kh khn trong Phn tch chnh xc mi trng cnh tranh - Nhn din i th cnh tranh (Hot ng trn a bn qun Tn Bnh v qun Tn Ph, Tp.HCM
TngNgunvn(n Th hng Tntchctndng 31/12/2010) (tng) 1 2 AgribankTnBnh NgnhngTMCPCngThng 3.404 2.250 Tngdn(n 31/12/2010) (tng) 3.220 2.106

19

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN

3 4 5 6 7 8 9 10 NgnhngTMCPNgoiThng NgnhngTMCPChu Ngnhngchnhschxhi NgnhngphttrinnhBSCL NgnhngTMCPSiGnThngTn Ngnhngdutvphttrin NgnhngTMCPPhngng NHTMCPSiGnCngThng Tng 1.259 1.221 773 723 523 605 250 195 1.197 1.072 746 681 454 571 236 185

(Trch ngun tng hp t Ngn hng nh nc Tp.HCM) 5.2.1.3- Nhm i th cnh tranh, Bao gm: Vietcombank, Ngn hng u t v Pht

trin Vit Nam (BIDV); Agribank Tn Bnh; Chu. Trong ni bt nht l Vietcombank mnh ton din, ang l ngn hng hng u trn a bn v mi mt. Viettinbank ngoi tim lc v tn dng, cho vay xut nhp khu v ngoi t, hin c nhng thay i rt nhiu v li sut cnh tranh tin gi v dch v. Thc t cho thy, c kh nhiu khch hng tin gi nhng ni khc VietinBank t vn rt thnh cng nhng khi h c nhu cu do li sut th c Vietcombank m phn vi li sut cnh tranh hn th VietinBank khng thu ht c nhm khch hng ny (tin gi ln, ln tui, thch s n nh). Ngoi ra nhm ngn hng ny cng c ngun khch hng tng i n nh, rt ln trn a bn. Ngn hng u t v Pht trin Vit Nam (BIDV) Agribank l hai i th cnh tranh cng lm cho Vietinbank phi d chng. hai i th ny c tim nng ti chnh ln, mng li rng khp v hin nay c khi lng khch hng thuc cc tp on, cc tng cng ty rt li ang c quan h giao dch v Ngn hng Chu cng rt mnh do thc lc, h thng mnh, thi gian ng trn a bn, h thng sn phm dch v v s linh hot trong cc chnh sch. Ngn hng ny vi tim lc ti chnh, thi gian ng trn a bn lu nm, h thng marketing xuyn sut, v tr tr s thun li, sn phm tt, i ng nhn s c cht lng tng i v chuyn nghip cng ang chng t v th ca mnh, cnh tranh ton din vi VietinBank nht l mng dch v ngn hng bn l.

20

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN 5.2.1.4- Cnh tranh v tin gi : Nhm ngn hng c phn li sut cao nh Ngn hng nh (MHB), Sacombank. y l nhm ngn hng cnh tranh thng xuyn v li sut vi VietinBank. Ngoi ra cng phi k n mt s ngn hng khc cng cnh tranh theo li sut, sn phm nh , Ngn hng ng , Ngn hng u t v pht trin. Nhm ngn hng c thng hiu lu nm, uy tn ch yu l Ngn hng Nng Nghip (Agribank) vi li th l Ngn hng thng mi nh nc, hot ng lu nm, h thng chi nhnh, Phng giao dch rng khp nn c lng khch hng kh ng v c lng tin gi n nh 5.2.1.5- Cnh tranh v hot ng tn dng : - Cho vay dn c, cc doanh nghip va v nh: mng bn l). - Cho vay doanh nghip: i th chnh l Vietcombank v ngn hng u t. Ngoi ra cc ngn hng khc nh VIB, Ngn hng nh cng ang cnh tranh ro rit vi VietinBank mng ny qua vic dch chuyn khch hng mt cch r nt trong thi gian qua. 5.2.1.6- Cnh tranh v mng dch v: Ngoi cc i th cnh tranh ton din k trn, c th k n ng , ngn hng u t v Agribank ang cnh tranh trc tip vi VietinBank mng th. Trong Agribank chim u th v mng th dnh cho cn b nhn vin nh nc, Ngn hng ng vi mng th doanh nghip nh h thng ATM mnh, tin ch ca th. Ngoi ra Vietcombank cng ang cnh tranh vi VietinBank mng th doanh nghip v hnh chnh s nghip nh u t nhiu my ATM (lp t ti doanh nghip) v u i rt nhiu v ph v vi h thng dch v a dng, tin ch. 5.2.1.7- Nhm i th cnh tranh tim n: Trong nhm ny ch yu l cc ngn hng c phn mnh nhng mi hoc chun b m vn phng giao dch trn a bn vi nhng i tng khch hng mc tiu tng ng vi VietinBank. Trong ni bt nht phi k n Eximbank mnh v mng khch hng doanh nghip xut nhp khu v dch v t vn ti chnh, Ngn hng. Nhng i th khc nh ngn hng k thng, ngn hng c phn Si Gn, cnh tranh vi VietinBank nhng khng ng k. 5.3- Cc nhm khch hng: Li th ca qun Tn Bnh v qun Tn Ph, Tp.HCM vn c th mnh v pht trin sn xut Cng nghip-Tiu th cng nghip. Qua thi gian pht trin n nay cho thy cc ngnh ngh c th mnh v ch lc trn a bn ny, gm: Dt, May mc, cao su, nha, c kh, thc phm Nhng nm qua mc tng bnh qun hng nm ngnh cng nghip ca qun l 16,16%; trong cc ngnh c mc tng trng cao l: may mc
21

i th chnh l ngn hng Ngn

hng pht trin nh BSCL, Agribank , (Sacombank v Chu l 02 ngn hng rt mnh v

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN (+24%), in (+33%), ho cht (+22%), cao su nha (+17%), c kh (+21%), sn xut my mc thit b (+38%), sn xut phng tin vn ti (+23%). Hin nay i vi cc ngnh ch lc, Qun c chnh sch u tin v to mi iu kin h tr khuyn khch ku gi cc doanh nghip, cc nh u t, trong quan tm u t thit b x l gim thiu nhim mi trng. Trong tng lai v nh hng ca qun th cc ngnh nu trn s c m rng, tip tc pht trin v cn tp trung u t chiu su tng gi tr sn phm v phc v xut khu. Ngoi ra a bn cn mt s li th to mt thun li pht trin nh: h thng giao thng c kt ni vi cc qun ni thnh, cc trung tm pht trin kinh t trn a bn thnh ph v cc tnh ln cn. Gn sn bay Quc t Tn Sn Nht, ng Xuyn , Quc l 1A, ng ng cp nc sng Si Gn, nh my nc ngm Hc Mn, khu cng nghip Tn Bnh Th trng ti chnh, tin t trn a bn rt tim nng vi phn khc th trng a dng, nhiu nhm khch hng mc tiu. L a phng pht trin mnh v Cng nghip, thng mi v dch v, th trng trn a bn c th phn khc thnh mt s nhm khch hng chnh nh sau : 5.3.1- Nhm khch hng doanh nghip nh nc: Cc doanh nghip nh nc trn a bn ch yu thc hin cc dch v tn dng, bo lnh. Mt s n v cng thc hin mt s sn phm dch v khc nh tin gi, chi lng h. i tng khch hng ny thng giao dch vi cc ngn hng c tm c trn a bn, ch yu l VietinBank, Vietcombank v ngn hng u t BIDV. Mt s giao dch khc vi Agribank. 5.3.2- Nhm khch hng doanh nghip nc ngoi : i tng ny c doanh s giao dch rt ln vi nhiu mng. Hin ti, c hai hng giao dch chnh : (01) giao dch vi cc t chc tn dng m Cty m ang giao dch (phn ln l cc ngn hng nc ngoi, ngn hng lin doanh); (02) giao dch vi cc t chc tn dng mnh v nng lc ti chnh, v dch v. Hin ti trn a bn VietinBank, Vietcombank, ang chim u th v mng ny. Mt s t chc tn dng khc cng ang c th phn nhng khng ng k nh ACB, Sacombank, VIB 5.3.3- Nhm khch hng doanh nghip ngoi quc doanh: y l nhm khch hng rt tim nng, chim t trng ln trong cc giao dch ti chnh, tn dng trn a bn. Cc ngn hng ang cnh tranh nhau gay gt thu ht ngun khch hng ny. c im ca nhm khch hng ny l khng qu kh tip cn, khng kn chn ngn hng, s dng nhiu dch v v s lng ln. Do y l nhm khch hng chin lc. 5.3.4- Nhm khch hng doanh nghip va v nh: S lng khch hng l h kinh doanh, doanh nghip va v nh trn a bn cng kh ln. Nhng cc giao dch ca nhm ny
22

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN khng ln, dng tin qua ngn hng khng nhiu, dch v s dng hn ch. Tuy nhin, vi mc tiu pht trin bn l ca mt s ngn hng theo hng hin i nhm gia tng t trng thu dch v cng vi quy nh mi ca c quan thu v cc giao dch khng dng tin mt, i tng khch hng ny ang c nhiu ngn hng quan tm 5.3.1.4- Nhm khch hng c nhn : Trong nhm khch hng ny cng chia ra nhiu phn khc, nhng ch yu l 02 dng : (01) khch hng VIP, (02) khch hng trung bnh. Nhm khch hng ny ch yu thc hin cc dch v tn dng v ti khon. Ring vi nhm khch hng VIP, cc ngn hng nc ngoi rt quan tm v lun dn u th trng. 5.4- Khi qut cc c hi - thch thc; mnh - yu ca Vietinbank Tn Bnh

5.4.1 C hi: H thng th ch - php lut nh nc c ci thin ng k ph hp vi thng l Cnh tranh trong nc v quc t cng gia tng cng l iu kin cc doanh nghip v

quc t v cc nguyn tc th trng cho hot ng ca ngn hng. ngn hng nhanh chng i mi, c nhng bc t ph bt ph, i tt n u, i mi cng ngh - qun tr kinh doanh, tip cn nhanh hn vi nn kinh t quc t hi nhp. Tnh hnh chnh tr n nh; kinh t trn tng trng cao; c bit l khu vc kinh t t Nhu cu ca khch hng i vi cc sn phm dch v ngn hng trong lnh vc bn l l Nghip v ngn hng u t mi bt u hnh thnh. Chng trnh i mi hot ng kinh doanh, trong qun tr iu hnh, s ci thin v Hi nhp kinh t quc t - gia nhp WTO ang v s to tin i mi hot ng cho 5.4.2- Thch thc Yu cu cht ch ca NHNN trong vic trch lp DPRR, x l n xu, m bo h s an ton vn ti thiu theo thng l v i hi cng cao v tnh minh bch theo cc chun mc v thng l quc t. Nng lc ti chnh cn hn ch; n xu n tim n ri ro cao; hiu qu kinh doanh, kh nng sinh li cn thp. nhn; u t trc tip nc ngoi tng mnh; cu ni a rt ln. rt ln v ang giai on khi u.

nng lc ti chnh, sc cnh tranh, thng hiu. cc doanh nghip v ngn hng ph hp vi chun mc v thng l quc t.

23

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Nguy c tt hu t trnh cng ngh, ngun nhn lc, o to ngun nhn lc, trnh

qun l qun tr doanh nghip khng p ng, thiu tnh chuyn nghip chuyn su ang l nguy c v cng l thch thc ln nht. Trong qu trnh c cu li, c phn ha v hi nhp, p lc cnh tranh ngy cng gia tng t pha cc ngn hng nc ngoi; c bit khi thi hn d b cc hn ch trong kinh doanh ngn hng (theo BTA n 2010 v cc cam kt gia nhp WTO). 5.4.3- im mnh: Tn dng c nhiu chuyn bin tch cc c v lng ln v cht. Khch hng ln tng cng cht ch mi quan h hp tc ton din, ngy cng i vo chiu su, t to iu

kin tham gia vo cc d n u t trung, di hn a lnh vc, a ngnh ngh, tng hiu qu, san s ri ro, d n n nh, lm thay i ng k danh mc u t v tng nng lc cnh tranh. Khi khch hng DNV & N, khch hng c nhn v ang sng lc khch hng, tng nhanh khch hng mi, gi vng th phn. Nghip v thanh ton trong nc c chuyn bin r rt, ngy cng i vo n np, p ng nhanh, chnh xc nhu cu ngy cng kh tnh ca khc hng. Nghip v thanh ton quc t lun c cng c, sc cnh tranh trong tnh hnh mi. tranh. Khi h tr hot ng rt tch cc v hiu qu, c bit l Cng ngh Thng tin, hon thin h thng h tng k thut, nng cao cht lng ng dng cc Modul, ng truyn thng sut, khai thc d liu phc v tt cho cng tc qun tr iu hnh, gp phn ng k vo s thnh cng trong tt c cc mt hot ng kinh doanh ca ton chi nhnh. Cng tc cn b c chuyn bin tch cc, tng bc sp xp li i ng cn b ch cht, cn b cc nghip v Tn dng, K ton, Thanh ton xut nhp khu, Dch v ngy cng ph hp, sc m ng cng vic v pht huy c nng lc s trng c nhn ng thi tng cng sc mnh tp th. Gi gn v tng cng mi quan h vi nhiu khch hng truyn thng, thit lp quan h vi nhiu khch hng mi, nht l khi dch v. Nng cao uy tn, v th v hnh nh ca Vietinbank Tn Bnh trong gii lnh o cc cp v gii doanh nghip cng nh ton th khch hng. Khi dch v rt nng ng v tng trng nhanh s lng khch hng, tng doanh thu v bt u pht huy hiu qu. Nng cao hnh nh ca Vietinbank Tn Bnh, chim u th trong cnh

24

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN 5.4.4- im yu Quy trnh tc nghip cc nghip v trong ni b ton chi nhnh cn nhiu bt cp, thiu ng b, khng nht qun. Mi phng p dng cch lm khc nhau trong cng mt nghip v, mu biu khc nhau , lnh o Phng khng kim sot ht cc ni dung chi tit, lm nh vy khng t yu cu qun l tp trung, c kh nng gy bt li cho chi nhnh khi c tranh chp. Cng tc tc k ton thanh ton tuy c bc chuyn bin nhng cn mt s mt hn ch: Cha c bin php thch hp thng bo s d tin gi hoc chuyn tin n ca khch hng qua in thoi, tin nhn EMS... mt cch kp thi. Chi nhnh Tn Bnh cha c php trin khai gi tin mt ni rt tin nhiu ni (ch mi cho php th im ti mt s chi nhnh) nn cha p ng c nhu cu ca khch hng. Chuyn tin vo th ATM qu chm so vi cc ngn hng khc, cc giao dch cn thc H thng ng truyn hn ch, thng xuyn b li lm nh hng rt nhiu n cht Cng tc chm sc khch hng con cha chuyn nghip, r r i khui cn gy kh khn, phin h cho khch hng. nghip Cha c bin php thch hp thng bo s d tin gi hoc chuyn tin n ca khch hng qua in thoi, tin nhn EMS... mt cch kp thi. Chuyn tin vo th ATM qu chm so vi cc ngn hng khc, cc giao dch cn thc hin th cng nhiu. H thng ng truyn hn ch, thng xuyn b li lm nh hng rt nhiu n cht lng dch v ca h thng NHCT. Nghip v qun l ri ro tn dng v u t, qun l ri ro tc nghip cn thiu v yu trm trng. c nhn s, m hnh nhng cha t chc trin khai thc hin mt cch y v hiu qu.
25

hin th cng nhiu. lng dch v ca h thng NHCT.

Mt s Phng khch hng, Phng Giao dch cn t tng co cm, an phn, thiu nng M hnh t chc v hot ng cn cng knh, chng cho, cha ph hp vi thng l ca Sn phm, dch v cn cha a dng, tin trin khai cc dch v mi trn nn cng Qun tr kinh doanh qun tr iu hnh qun l doanh nghip cha mang tnh chuyn

ng, mt khch hng trong iu kin cnh tranh vi cc NHTM khc. 1 NHTM hin i. ngh hin i cn chm.

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Mt Mt s Phng khch hng, Phng Giao dch cn t tng co cm, an phn, thiu nng ng, mt khch hng trong iu kin cnh tranh vi cc NHTM khc. M hnh t chc v hot ng cn cng knh, chng cho, cha ph hp vi thng l ca 1 NHTM hin i. Sn Sn phm, dch v cn cha a dng, tin trin khai cc dch v mi trn nn cng ngh hin i cn chm. Qun tr kinh doanh qun tr iu hnh qun l doanh nghip cha mang tnh chuyn nghip CHNG 6: XUT CHIN LC CA VIETINBANK TN BNH N NM 2015 6.1- xut S mng v tm nhn ca Vietibank Tn Bnh 6.1.1- S mng: VietinBank Tn Bnh tr thnh ngn hng thng mi c phn ng u v quy m hot ng ti a bn Tp.HCM vi cc sn phm dch v ti chnh ng b, a dng v c tnh cnh tranh cao p ng nhu cu a dng ca ng o khch hng, bn cnh vic nng cao nng lc ti chnh, cht lng sn phm v dch v 6.1.2- Mc tiuVietinBank Tn Bnh nm 2011 2015: - Tng ti sn tng trung bnh 20%; Ngun vn tng 20%; - T l li nhun trn vn ch s hu (ROE): t 18% - 19%; - T l li nhun trn tng ti sn ( ROA): 1,53%; - T l an ton vn (CAR) > 10%. - T l n xu < 2%. Tng quy m ti sn hng nm trung bnh 20-22% Tng vn ch s hu bng li nhun li v nhm gp phn cho Vietinbank pht hnh thm c phiu ph hp vi quy m ti sn v m bo h s an ton vn. a dng ha c cu s hu, thu ht c ng chin lc c uy tn trong v ngoi nc theo k hoch ph duyt c th ca Ngn hng Nh nc v Chnh ph. Tn dng l hot ng kinh doanh ch lc, cnh tranh theo nguyn tc th trng. iu chnh c cu tn dng hp l, ph hp vi th mnh ca VietinBank Tng cng ri ro tn dng, bo m n xu chim di 2% a dng ha cc hot ng u t tn dng trn th trng ti chnh, gi vai tr nh hng trong th trng, nng cao hiu qu s dng vn v qun l thanh khon ca ngn hng.

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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN 6.1.3- Tm nhn n 2015: VietinBank Tn Bnh khng ngng nng cp hnh nh thng hiu th hin mt ngn hng a nng v hin i vi nhiu sn phm v dch v tin ch cho dn c v doanh nghip, ng gp vo s pht trin ca kinh t x hi v ca h thng VietinBank ni chung. 6.2- xut cc chin lc T kt qu ca ma trn QSPM, cn c vo s im hp dn, chng ta c th rt ra kt lun v cc chin lc c la chn nh sau: 6.2.1- Chin lc sn phm dch v ti u 6.2.2- Chin lc pht trin th trng, khch hng tan din 6.2.3- Chin lc c nh h thng Pht trin a dng cc dch v ngn hng thu ph, xc nh nhm dch v mi nhn tp trung pht trin. Da trn nn tng cng ngh hin i pht trin dch v, ly mc tha mn nhu cu khch hng l nh hng pht trin. Tiu chun ha ngun lc, tng cng o to nng cao nng lc trnh ca cn b. Coi ng dng cng ngh thng tin v yu t then cht, h tr mi hot ng pht trin kinh doanh iu hnh b my t chc vi c ch phn cp r rng, hp l. Pht trin v thnh lp mi cc Phng Giao dch trc thuc theo nh hng cung cp y cc sn phm dch v ti chnh ra th trng. 6.3 - Sn phm dch v ti u: Thc t cho thy hin nay cc sn phm ca Vietinbank, tnh cnh tranh cha cao, ch yu nh m rng mng li v cnh tranh v gi (li sut v ph), cnh tranh v cht lng dch v v cng ngh cha ph bin, sn phm dch v thiu n nh v cn mang tnh truyn thng, vn ngho nn v chng loi, sn phm mi cha nhiu, cht lng dch v thp, tnh tin ch cha cao, cha nh hng theo nhu cu khch hng; 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. T l khch hng c nhn tip cn v s dng dch v ngn hng vn cn mc khim tn. Knh phn phi khng a dng, hiu qu thp, phng thc giao dch v cung cp cc dch v ch yu vn l giao dch trc tip ti quy, cc hnh thc giao dch t xa da trn nn tng cng ngh thng tin cha ph bin. Vietinbank cn c u t nghin cu pht trin sn phm c th da trn cc sn phm tiu chun nhng c iu chnh ph hp vi khch hng th trng mc tiu ca mnh, c th trnh c s cnh tranh ca cc i th xm nhp vo th trng mc tiu ca cng ty.
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Tip tc phn on chuyn mn ho khch hng, sn phm v lnh vc u t. y mnh vic cung cp sn phm, dch v cc doanh nghip va v nh, khch hng c

nhn trn a bn bao gm: Ti tr d n , Cho vay ng ti tr, Cp vn cho cc doanh nghip mn quyn kinh doanh (franchisee), Cho vay doanh nghip nh nc, Ti tr nhp khu (my mc). 6.3.1- Dch v ngn hng phc v doanh nghip: Ti khon vng lai, Chuyn tin, Ngoi hi giao ngay, k hn, Kinh doanh hng ha, chng khon, Cng c phi sinh: hp ng mua li, hon i, Ti tr thng mi quc t. 6.3.2- Sn phm tit kim : Ti khon vng lai, Cc loi ti khon tin gi, Ti khon tit kim , Chng ch tin gi vi ngn hng, Bn tri phiu ngn hng. 6.3.3- Dch v bn l : Thu chi ti khon vng lai, Mua / bn sc du lch. Mua / bn ngoi t, Chuyn tin (trong nc & quc t), ATM , Cho vay tiu dng (mua my git). Cho vay mua t . Cho vay th chp nh. 6.3.4- Dch v ti chnh: Bo him, Bao thanh ton, Forfeiting, Cho thu trang thit b, Mi gii chng khon, Th nha (th n/ th c/ th mua hng). Ngn hng qua in thoi/ mng GSM, Ngn hng qua mng internet Cc dch v v sn phm ngn hng phc v c nhn giu c, hu tr c xy dng v Tng trng tin gi khch hng ti Vietinbank Tn Bnh d kin s c tc pht trin T trng dch v ph trong c cu thu nhp ca ngn hng s tng ln. y s l hng pht trin mnh. cao do nhu cu thanh ton ngy cng ln v dch v th ngy cng pht trin mnh. pht trin m rng th trng, th phn trong tng lai, tng sc cnh tranh, gim thiu ri ro, nng cao hiu qu hot ng. Tip tc m rng a bn hot ng ra phm vi khu vc nhm h tr khch hng mt cch trit , nng cao hiu qu ca cng ngh u t, phn tn ri ro... 6.4- Gii php v sn phm: S lng sn phm dch v ca Vietinbank Tn Bnh so vi cc ngn hng trn a bn l tng i hn ch. l cha k n cht lng ca cc dch v ny. c th thm nhp vi th trng v cnh tranh vi cc ngn hng trong nc v ngn hng nc ngoi ang xm nhp mt cch mnh m th hn bao gi ht Vietinbank Tn Bnh cn phi a dng ha cc dch v Ngn hng ca mnh, mt lnh vc ang c coi l th mnh ca cc ngn hng khc. - a dng ha cc hnh thc ti tr ngoi thng nh bao thanh ton, chit khu b chng t min truy i, hay bo lnh.
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Bn cnh bo lnh nhn hng, ngn hng c th cung cp cho cc nh nhp khu bo lnh thanh ton thu nhp khu hay thu gi tr gia tng (VAT). - a dng ha kinh doanh ngoi hi, pht trin cc nghip v ngoi t phi sinh nh Forward, ption, Swaps, Futures p ng nhu cu cho khch hng. 6.4.1- Knh phn phi : - Tip tc m rng mng li i l n ton b cc chi nhnh trong h thng Vietinbank; - Tip tc m rng quan h i l n cc ngn hng nc ngoi n t cc nc trong khu vc. - Cn xy dng c ch chm sc i l c th ng thi vi vic xy dng c ch qun l i l cht ch theo hng chuyn nghip; 6.4.2- Chin lc khch hng tan din: tng sc cnh tranh v m rng c th phn VietinBank Tn Bnh cn da vo cc im mnh ca khch hng tim nng, h thng phn phi mnh, cht lng dch v cao, li th t thng hiu mnh tng cng khai thc th trng mc tiu nhm tn dng c cc c hi t mi trng bn ngoi nh u t nc ngoi tng cao, d n tn dng ca Vietinbank tng cao v n nh. Sau khi c phn ha v trong qu trnh thc hin IPO cng nh sau khi thc hin thnh cng IPO vo thng 12/2008, VietinBank phi hp cng cc n v t vn CPH xc tin vic nghin cu th trng v tip cn vi cc i tc chin lc tim nng trn th gii. Mc tiu VietinBank hng ti l cc NHTM v nh ch ti chnh ln c hot ng ch yu ti cc th trng Bc M, Ty u v Nht Bn. y l nhng th trng ti chnh rt pht trin, cc nh ch ti chnh thuc cc th trng ny l nhng t chc hng u th gii xt v tim lc ti chnh, c bit l kinh nghim qun tr iu hnh, nn tng ng dng khoa hc cng ngh v sn phm dch v trong lnh vc ti chnh ngn hng. V khi cc i tc ny chnh thc tr thnh c ng chin lc ca VietinBank s nng cao uy tn v v th ca VietinBank trn trng quc t. Hi nhp cng s to iu kin thun li cho Vietinbank thm nhp vo th trng quc t, m ra c hi cho Vietinbank thc hin cc cuc trao i, hp tc quc t trong cc lnh vc hoch nh chnh sch tin t, qun l ngoi hi, thanh tra, gim st phng nga ri ro, lnh vc thanh ton v pht trin cc sn phm dch v ngn hng mi. Tn dng im mnh ca Vietinbank l i ng cn b nghip v nng ng, cng thng hiu mnh , bn cnh phn khc th trng hin ti nh cc tp on, cc tng cng ty, cc doanh ngip ln. Vietinbank c th pht trin th trng sang phn khc th trng l cc doanh nghip va v nh, khch hng c nhn, ngn hng bn l. Xy dng, r sot danh mc khch hng (bn bun, bn l) nh k; xp loi khch hng doanh nghip a ra chnh sch khch hng hiu qu.
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Xy dng nn khch hng theo hng: Thu ht doanh nghip va v nh hiu qu, doanh nghip FDI, doanh nghip sn xut hng xut khu. i vi nhm khch hng doanh nghip ln: chn lc nhng khch hng kinh doanh hiu qu, cung cp sn phm dch v thit yu cho nn kinh t. Xy dng v pht trin h thng bn l (cho vay tiu dng; kinh doanh th) m bo tng TSC an ton. Xy dng h thng tnh im tn dng, m bo an ton, thng nht tiu chun tn dng tiu dng v tit kim thi gian x l. Xc nh th trng mc tiu, i tng/nhu cu/th hiu ca khch hng xy dng nh hng pht trin dch v ph hp. Xy dng chin lc marketing c th i vi tng nhm khch hng, tng phn on th trng mc tiu. u t thch ng cho khu vc dch v; nh k nh gi li tt c cc sn phm dch v a ra cc bin php ch o v m rng hoc ng sn phm. Kt ni dch v thanh ton vi cc i tc chin lc. y mnh dch v t vn u t. Xy dng trung tm dch v ngn hng qua in thoi gii p thc mc, t vn cho khch hng v cc sn phm, dch v ca Vietinbank. Xy dng trung tm th. Sm cung cp dch v th tn dng cho khch hng. 6.5- H bthng cu trc: 6.1.5- Pht trin ngun nhn lc: Ngun nhn lc cht lng cao phc v cho vic trin khai chin lc ch c th c c khi Vietinbank Tn Bnh nh v c vai tr ca con ngi i vi s thanh cng ca mnh. t c c mc tiu ca chin lc khc bit ha sn phm v dch v. Vietinbank Tn bnh cn thc hin xy dng m hnh qun tr ngun nhn lc vi s thc hin ng bnhng vn sau: - Tin hnh cp nht ha, hin i ha chuyn su o to theo tng nghip v, chuyn nhm gip i ng cn b nhn vin Vietinbank Tn Bnh c mi trnh , k nng giao tip kh nng lm vic hiu qu trong mi trng cnh tranh ton cu. Pht trin dch v bn l l xu hng tt yu ca cc ngn hng thng mi (NHTM) trn th gii v Vit Nam trong thi gian gn y. Xu hng ny khng ch ny sinh t p lc cnh tranh khc lit gia cc ngn hng (trong nc v nc ngoi) m cn c hu thun bi s pht trin vt bc ca h tng k thut cng ngh cui th k 20, u th k 21. Theo , vi s h tr ca cng ngh mi, cc ngn hng c iu kin a dng ha cc dch v, tin ch p ng
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN nhu cu ngy cng a dng ca khch hng. Tuy nhin, khng phi c mun l c. Pht trin th trng bn l i hi nhng iu kin nht nh: mng li rng khp, chi ph c nh (thu a im, u t h tng cng ngh) ln, i ng nhn lc chuyn nghip ph hp vi tnh cht bn l. Trong ba iu kin ch yu nu trn, hai iu kin u c th nhanh chng thit lp nu c ngun lc vt cht. Tuy nhin, iu kin th ba li khng d dng to ra bi chng lin quan n yu t con ngi nhn t quan trng nht cho qu trnh ci cch v pht trin. Nhn lc tt khng nhng lm ch mng li, cng ngh m cn l nhn t quyt nh vic ci tin mng li, cng ngh, quy trnh. V vy Vietinbank cn phi ch trng n cng tc o to i ng nhn vin c trnh chuyn mn cao mi c th p ng c yu cu nhim v t ra. 6.5.2- Cng ngh thng tin: Pht trin h thng CNTT theo 3 mc tiu c th: i) tng nng lc cung ng cc sn phm, dch v vi cht lng cao; ii) h tr thng tin qun l kinh doanh lin tc, kp thi cho cc cp; iii) m bo an ton h thng khi vn hnh. Xc nh u t phn mm l quan trng, mang tnh quyt nh n hiu qu ca u t cng ngh thng tin. Chun ho h thng bo co ti HSC v Chi nhnh trn c s khai thc ti a ngun thng tin ti kho d liu. Tp trung xem xt, ph duyt cc n trang b k thut cn thit thc hin kt ni cc modul nghip v mi (th tn dng, POS) vi h thng hin hnh. 6.5.3- Qun l ri ro v kim ton ni b: Hon thin chc nng v m hnh theo hng tip cn vi thng l quc t. Xy dng v ban hnh cc s tay qun l ri ro, s tay kim ton ni b. Hon thin chnh sch qun l ri ro ca ngn hng cho tng loi ri ro: tn dng, th trng v tc nghip. Xc nh cc hn mc ri ro ton ngnh cho tng giai on m bo an ton v hiu qu hot ng. T xc nh cc gii hn hot ng cho tng lnh vc, n v thnh vin v cn b nghip v. Xy dng v hon thin h thng cng c qun l ri ro: ch tiu o lng, chng trnh qun l. Tng cng cng tc kim ton, nh gi, kim sot cht ch ri ro tim n theo nh k v t xut. 6.5.4- Qun tr ngn hng: i mi qun tr kinh doanh - qun tr iu hnh hng ti cc chun mc v thng l quc t ca mt ngn hng thng mi hin i. Chuyn qun tr kinh

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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN doanh theo nhm khch hng v loi hnh sn phm, dch v (chiu dc) ch khng theo chi nhnh (chiu ngang) nh hin nay. Chuyn i m hnh t chc ph hp thc hin hiu qu phng thc qun tr kinh doanh mi. 6.5.5-Ti sn n - ti sn c: Xy dng v sm a vo thc tin hot ng Hi ng Qun l Ti sn n - Ti sn c (ALCo) nhm qun l cc gii hn u t, gii hn an ton, chnh lch k hn thc t, chnh lch li sut, gii hn chu ri ro ... nng cao hiu qu kinh doanh ca h thng, ng thi kim sot c cc ri ro lin quan. C cu li cc khon mc Ti sn n - Ti sn c nng cao cht lng v hiu qu hot ng kinh doanh. C cu li ti sn c theo hng tng tng t trng hot ng u t phi tn dng tn dng ngn hn, tn dng cho vay doanh nghip va v nh, doanh nghip FDI, doanh nghip sn xut hng xut khu. C cu li ti sn n theo hng tng tin gi thanh ton, tng huy ng di hn (tri phiu) m bo chnh lch k hn (vi tn dng di hn) mc chp nhn c. Qun l, gim st tng trng v quy m tn dng, u t phi ph hp vi nng lc ti chnh v ch tiu c cu ti sn ra. 6.5.6- Ngun vn: Tng t trng tin gi ca dn c, cc t chc v tin gi thanh ton thng qua vic a dng ho hnh thc khuyn mi thu ht vn. nh gi vn (li sut) hp l i vi tng loi k hn, m bo chi ph tr li ti thiu Duy tr d tr s cp, th cp mc hp l, m bo tnh thanh khon. Tnh ton cc ri ro li sut, k hn v t gi t vn cho ALCo xt duyt gii hn chu ri ro ca ngn hng, lm c s cho iu hnh kinh doanh vn v tin t. 6.5.7- M hnh t chc mng li v knh phn phi: Tng bc c cu m hnh mng li phng giao dch theo hng tng quyn lc cho phng giao dch. Xy dng cc kios, im giao dch ngn hng t ng ti cc trung tm thng mi, cc th a bn tnh. Xy dng knh phn phi in t (h thng internet/phone/sms banking) chuyn nghip, hin i v m bo an ton ti khon/giao dch, bo mt thng tin. Nghin cu k c im, xu hng bin ng ca th trng, chin lc hot ng ca cc i th c cc iu chnh, thch ng kp thi. Xy dng chnh sch cnh tranh nhm duy tr li th v khc phc nhng hn ch trong hot ng trong tng quan vi cc i th cnh tranh trn th trng.
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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN 6.5.8- Gii php v marketing: Thc hin cc gii php v marketing nhm gip Vietinbank Tn Bnh qung b hnh nh thng hiu n th trng mc tiu, gp phn xy dng thng hiu Vietinbank ti th trng Vit Nam v Quc t. Ngoi ra, Vietinbank Tn Bnh c k hoch ch ng iu tra th trng nhm thu thp nhng thng tin v khch hng, v phn ng ca cng ty v dch v ca cng ty cung cp, xy dng cc chnh sch v i l .. Marketing ngn hng phi tm ra nhng nhu cu ca th trng, nhu cu ca khch hng a ra nhng sn phm ph hp v tin ch nht. Marketing ngn hng cng phi nghin cu th trng tm ra v pht trin th trng tim nng. Khi ngn hng a ra sn phm ca mnh, cn phi nhn mnh cho khch hng bit rng sn phm c nhng tin ch, cng dng g vt tri v khc hn vi cc ngn hng khc. c bit vi cc sn phm mi nh bao thanh ton, Option, Futures, ngn hng cn gii thiu cho khch hng khch hng hiu v sn phm, hiu c tnh nng v u im ca sn phm. Thng xuyn t chc cc hi ngh khch hng thc y mi quan h gia ngn hng vi khch hng, gii thiu sn phm, qung b hnh nh ca ngn hng. Thng xuyn cng c mi quan h vi khch hng bng cht lng sn phm cng nh bng thi phc v tn tnh, chu o, c trch nhim cao. CHNG 7: KT LUN Chng ta bit rng bt k lnh vc kinh t no, mun t c hiu qu v li th cnh tranh th doanh nghip cn nhn dng nhng c hi v e da trong mi trng kinh doanh ca mnh t phn tch im mnh, im yu ca mnh xy dng v thc hin thnh cng chin lc trong tng lai. Qu trnh thc hin ti ny, chng ti tp trung vo phn tch, nhn nh v nh gi qun tr chin lc ca Vietinbank Tn Bnh. Kt qu nh gi cho thy, Vietinbank Tn Bnh kh nng cnh tranh trong lnh vc bn bun yu- mt lnh vc vn l th mnh ca cc ngn hng c tim lc ti chnh ln v dy dn v kinh nghim qun l. Do vy, s mnh Vietinbank Tn Bnh l la chn cho mnh m hnh qun tr chin lc mi. l phn u tr thnh mt ngn hng bn l chuyn nghip vi 3 nhm yu t cn bn : Khc hng, sn phm dch v v cu trc h thng, da trn nn tng cng ngh hin i. n phn tch chin lc hin ti Vietinbank Tn Bnh v t chc, c cu qun l n vic kinh doanh. Trn c s phn tch chin lc ca Vietinbank Tn Bnh giai on 2011 2015 v a ra kin ngh vi c quan chc nng gii quyt nhng vn kh khn cho Vietinbank Tn Bnh.

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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN Kin ngh vi Tng Gim c ngn hng Cng thng : Thc hin vic phn cp, y quyn cho Gim c cc n v thnh vin h c ch ng hn trong hot ng kinh doanh. Hon thin cng tc kim tra, kim sot ni b nhm pht huy vai tr ca b phn hu kim trong vic pht hin v ngn chn kp thi cc ri ro c th pht sinh do lm dng phn cng, y quyn. Trnh can thip qu su vo cng tc t chc ca n v thnh vin. Khng buc phi a cc yu t chnh tr vo cng tc quy hoch, b nhim cn b (ngoi tr mt s chc danh ch cht nh Gim c, K ton trng). T chc phi hp tt cc n v thnh vin trn cng a bn trnh tnh trng cnh tranh, li ko khch hng thiu lnh mnh. Chnh ph cn tip tc ch trng m ca nn kinh t, c bit th trng ti chnh to iu kin cc t chc ti chnh nc ngoi c hot ng bnh ng trn th trng, chm dt tnh trng bo h cc doanh nghip trong nc. Cn sm a ra v hon thin khung php l m bo cho hot ng ca th trng ti chnh c minh bch, cng bng. Cn tng cng cng tc kim tra kim sot v x l nghim nhng cng ty vi phm php lut m bo tnh cng bng i vi cc cng ty hot ng nghim tc, mt khc m bo tnh nghim tc ca php lut. Vietinbank Tn Bnh cn xc nh r vai tr ca ngun nhn lc trong vic thc thi chin lc. Cn a ra nhng mc tiu ngn hn ph hp vi thc t cng nh mc tiu di hn doanh nghip xc nh, trnh trng hp a ra mc tiu qu cao khng st vi tnh hnh thc t v giao ch tiu qu cao cho nhn vin, khin nhn vin khng c c gng hon thnh c khen thng v tnh kh thi khng cao; ti ny hy vng s c gp vo vn dng cc m hnh qun tr chin lc ca Vietinbank Tn Bnh. Vi nhng nh hng chin lc ny cng vi i ng CBNV c trnh chuyn mn cao, y tm huyt vi ngnh, ti tin rng trong mt tng lai khng xa Vietinbank Tn Bnh s pht trin vi quy m tm vc ch thc ca mt thng hiu VIETINBANK hot ng c hiu qu. V qua v th ca Vietinbak Tn Bnh s c cng c v c th ng vng chc trn th trng ti chnh tn dng.

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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN

PH LC 1 : M hnh Delta
Cc gii php khch hnh ton din

Cc thnh phn c nh vo h thng

Sn phm tt nht

S mnh kinh doanh

Xc nh v tr cnh tranh C cu ngnh

Cng vic kinh doanh Lch chin lc i mi, ci tin Xc nh khch hng mc

Hiu qu hot ng

S chin lc

Lch trnh chin lc cho qu trnh thch ng

4 quan im khc nhau Ti chnh, Khch hng, Qu trnh ni b, Hc hi & Tng trng

Ma trn kt hp v ma trn hnh ct

Th nghim v Phn hi

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 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN

PH LC S: 03

MaTrnSWOT S:Litknhngim mnhchyu

O: Lit k nhng c hi T:Litknhngedach chyu yu SO:Ccchinlckt hpimmnhtn dngchi: 1. 2. 3. ST:Ccchinlckthp immnhhnchvn trnheda: 1. 2. 3. WT:ccchinlckthp khcphcimyugim bteda: 1. 2. 3.
M HNH MA TRN SWOT

W:litknhngim yuchyu

WO:Ccchinlckt hpkhcphcim yutndngchi: 1. 2. 3.

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PH LC S: 04 Ma trn cc yu t bn trong ( IFE) Mc TT Cc yu t bn trong i ng cn b nghip v nng ng, c o to tt Ban iu hnh ra quyt nh chm Kh nng khai thc dch v ngn hng cao S hiu bit khch hng tim nng Knh phn phi rng, nhiu i tng Chnh sch lng thng cha khuyn khch nhn vin Hot ng marketing cha tt H thng thng tin cha hiu qu Li th t thng hiu mnh ca Vietinbank Cht lng dch v tt C cu t chc cha hp l Tng Cng : quan trng 1 2 3 4 5 6 7 8 9 10 11 0.09 0.10 0.11 0.11 0.10 0.08 0.10 0.06 0.10 0.09 0.06 1.00

Phn loi 4 2 2 4 4 1 2 2 3 3 2

S im quan trng

0.36 0.20 0.22 0.44 0.40 0.08 0.20 0.12 0.30 0.27 0.12 2.71

Ngun: Tham kho kin cc chuyn gia trong ngnh

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PH LC S: 05 Ma trn cc yu t bn ngoi ( EFE) Mc TT 1 2 Cc yu t bn ngoi u t nc ngoi tng cao Tng u t trong nc tng mnh, cc khu ch xut, khu cng nghip ngy cng c m rng 3 4 5 6 7 8 D n tn dng ca Vietinbank tng v n nh Tim nng th trng dch v Ngn hng cha c khai thc ht M hnh ngn hng bn l ang c xem xt thng qua Th trng lao ng thiu ht Khung php l ang c hon thin dn Kt thc vic bo h i vi cc doanh nghip trong nc thc tham gia thanh ton khng 9 dng tin mt ca cc doanh nghip Vit Nam cha cao Th trng ti chnh Tn dng v 10 dch v Ngn hng ngy cng cnh tranh Tng Cng : 1.00 2.71 Ngun: Tham kho kin cc chuyn gia trong ngnh 0.09 3 0.27 0.10 3 0.30 0.11 0.11 0.10 0.08 0.10 0.06 2 4 4 1 2 2 0.22 0.44 0.40 0.08 0.20 0.12 0.10 2 0.20 quan trng 0.09 Phn loi 4 S im quan trng 0.36

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PH LC S: 06a KT QU THM D KIN KHCH HNG THC HIN LN 1 Chng ti: Nhm Hc vin Kha hc Thc s Qun tr kinh doanh Quc t - nh hng ti chnh Ngn hng Kha 3. Do vin nghin cu Kinh t-Ti chnh, lin kt vi Khoa Quc ti hc Quc gia H Ni, i hc HEPL (Malaysia) o to. Hin nay chng ti ang lm n tt nghip, theo ti PHN TCH V XUT CHIN LC VIETINBANK TN BNH - N NM 2015. c thm cc d liu nhm b sung v cng c n. Chng ti phi hp vi nhm CB ph trch Qun l cht lc ISO ca Vietinbank Tn Bnh: Tm hiu nhu cu ca khch hng nghin cu, ci tin sn phm hoc tm ra nhng sn phm, dch v mi nhm p ng y v kp thi nhu cu ca khch hng, nh sau: 1- Mc tiu nghin cu: o lng s hi lng ca khch hng i vi cc sn phm, dch v ngn hng Chi nhnh Tn Bnh cung cp. Qua pht hin nhng vn cn tn ti, hn ch nh hng n cht lng phc v c bin php khc phc nhm phc v khch hng ngy cng tt hn. - Tm hiu nhu cu ca khch hng nghin cu, ci tin sn phm hoc tm ra nhng sn phm, dch v mi nhm p ng y v kp thi nhu cu ca khch hng. 2- i tng , phm vi nghin cu: Cc khch hng l Doanh nghip va v nh v ang s dng cc sn phm, dch v ti Vietinbank Tn Bnh. Nghin cu cc sn phm, dch v chi nhnh v ang cung cp, bao gm: Tin gi tit kim; Tin gi thanh ton; Ti tr thng mi; + Cho vay: Doanh nghip; - Dch v th 3- Chn mu v thu thp thng tin: - Mu nghin cu: 35 Khch hng DN, C th: - Khch hng c QHTD: 20 - Khch hng c QHTG: 15 + Phng php thu thp thng tin: phng vn vit thng qua gi phiu iu tra trc tip n khch hng 4- Thi gian tin hnh: T 20/07/2010 n 15/08/2010: Gi phiu iu tra v thu thp phiu 5- Kt qu thu thp v phn tch thng tin: 5.1- Kt qu thu thp thng tin:
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+ Phiu iu tra: - S lng phiu gi i: 35 - S lng phiu thu v: 35 5.2- Kt qu tng hp, phn tch thng tin I- THNG TIN IU TRA: 1- V lnh vc kinh doanh: + Qua kt qu tng hp iu tra, i tng kho st ch yu tp trung vo 04 lnh vc: - Thng mi, dch v; Cng nghip ch bin; Xy dng c bn; Cng nghip nng 2- Loi hnh doanh nghip: 88% thuc loi hnh C phn/TNHH t nhn 3- Quy m vn: 80% khch hng c quy m vn < 10 t ng 4- Lao ng: phn ln l c quy m lao ng < 50 ngi 5- Th trng tiu th: ch yu l th trng trong nc II- KHO ST NHU CU S DNG SPDV VIETINBANK CA KHCH HNG: 1- Nhu cu s dng SPDV ngn hng hin ti. Chia thnh 02 nhm, c m t qua bng sau:
KhchhngcQHTD Khng Thng SPDV 1.MTikhon,gitin 2.Vayvn,chitkhu 3Chuyntin,thanhton 4.Titrthngmi(Bolnh,LC) 5.Dchvth 6.Dchvtvn 7.Khc(lSPDV........) 42 xuyn x x x Khng xuyn x x x nhu cu x x x Thng xuyn x x x Khng xuyn x x KHcQHtingi Khng nhu cu x x x

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN

1NhucusdngSPDVngnhngtrongthigianti: KhchhngcQHTD Khng SPDV 1.MTikhon,gitin 2.Vayvn,chitkhu 3Chuyntin,thanhton 4.Titrthngmi(Bolnh,LC) 5.Dchvth 6.Dchvtvn 7.Khc(lSPDV........) Tng thayi x x x x x x gim Tng x x x KhchhngcQHtingi Khngthay i x x gim

2SosnhmcsdngccSPDVcaVietinbankvccTCTDkhc KhchhngcQHTD SNPHMDCHV 1.MTikhon,gitin 2.Vayvn,chitkhu 3Chuyntin,thanhton 4.Titrthngmi 5.Dchvth 6.Dchvtvn 7Khc(lSPDV........) KHcQHtingi TCTDkhc 13% 13% 13% 13% 0 0 0

Vietinbank TCTDkhc Vietinbank 75% 100% 85% 20% 20% 25% 25% 35% 35% 40% 5% 15% 10% 10% 67% 27% 87% 7% 20% 0 0

3Ttrngdoanhthuthanhton

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KhchhngcQuanh Ttrngdoanh thu thanhton <10% 10%30% 31%50% 51%80% Trn80% Vietinbank 15% 10% 20% 30% 15% Tndnh TCTD khc Vietinbank TCTDkhc 20% 13% 27% 40% 20% 27% 20% 13% 20% Khchhngcquanhtingi

25% 20% 20% 20% 5%

III- nh gi mc nhn bit v SPDV ca Vietinbank Tn Bnh. 3.1- SPDV Khch hng cha bit: - i vi cc SP tin vay: trn 50% khch hng u cha bit cc sn phm: Chng trnh tn dng JBIC, JICA, EU, Tit kim v hiu qu nng lng, SP Khch hng quyt nh li sut - i vi cc SPDV khc: khch hng cha bit sn phm Qun l qu tp trung, Tin gi u t rt gc linh hot, chit khu b chng t hng xut 3.2- SPDV Khch hng bit v c kh nng s dng: + Tp trung vo cc SP: - Cho vay vn lu ng; Cho vay d n; Bo lnh: Tin gi thanh ton thng thng; Tin gi c k hn tr li sau; Chuyn tin trong nc v quc t; Thanh ton trong nc v quc t; Dch v th, tr lng qua ti khon

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3.3- SPDV Khch hng bit v khng c nhu cu: + Tp trung vo cc SP: Chit khu BCT hng xut; Chit khu GTCG, CC chuyn nhng; Cc dch v lin quan n L/C; Nh thu; Bao thanh ton; Mua bn ngoi t; Tin gi thanh ton li sut bc thang; SP khch hng quyt nh li sut IV- nh gi s hi lng ca KH v sn phm Vietinbank Tn Bnh cung cp 4.1- Cc sn phm c KH nh gi hi lng: Cho vay c bo m bng ti sn l L/C xut; Dch v chuyn tin: nhn vin rt nhit tnh v nhanh chng; Cho vay v tin gi; Ti tr thng mi; Ti tr thng mi: Giao dch thanh ton vi IRAN 4.2- Nhu cu v cc SPDV khc: Cho vay tn chp da trn tim nng, lch s v k hoch kinh doanh; Dch v giao, nhn tin ti nh; Khng tnh ph khi giao dch ti cc chi nhnh khc cng h thng; Ni dung bo c ca tin nhn cha th hin thng tin ngi chuyn tin; Cn c b phn ph trch cung cp thng tin v s d tin gi v chng t, s ph kp thi. - Ti cc NH khc, khi DN cn s c cung cp ngay bng s ph. 4.3- Nhng yu t KH quan tm nhiu nht khi la chn s dng SPDV: - Thi gian giao dch nhanh; Th tc n gin; Li sut, ph cnh tranh; Thi phc v ca nhn vin ngn hng; Tr s giao dch thun tin 4.4- Vng mc ca KH khi tip cn ngun vn NH: - Thiu TSB - Yu cu s sch k ton minh bch - Li sut cao Hin nay khch hng c nhu cu s dng SPDV nhiu nht l: vay vn lu ng; chuyn tin thanh ton trong nc. Khong 50%khch hng c nhu cu s dng SPDV tp trung ti mt ngn hng; 50% cn li khng c nhu cu. Cc SPDV mong mun c cung ng tp trung ti 01 Ngn hng phn ln l: Vay vn lu ng; Vay trung di hn u t d n; M TK thanh ton; Chuyn tin, thanh ton trong nc. Dch v t vn: 60% khch hng c nhu cu s dng dch v t vn ca Ngn hng v sn sng tr chi ph vi mc hp l.

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5- nh gi kt qu thm d kin khch hng v kin xut 5.1 - nh gi kt qu thm d kin khch hng Qua kt qu tng hp, phn tch thng tin thu thp c. B phn nh gi c mt s nhn xt nh sau: Kt qu kho st cn hn ch, ch mang tnh tng i, cha phn nh ht thc t. 5.2- Nguyn nhn: S lng mu kho st nh ( 35 phiu iu tra), i tng kho st tp trung vo doanh nghip va v nh; phm vi kho st hp, kho st cc KH hin ang s dng SPDV ti chi nhnh ( tin gi, tin vay). Tuy nhin, thng qua tin hnh iu tra, thm d kin khch hng BP QLCL chi nhnh thu thp c mt s kt qu nh sau: - Hin nay nhu cu s dng SPDV ca Vietinbank ch tp trung vo cc SP truyn thng nh: M TK, gi tin; vay vn; chuyn tin thanh ton. Cc SPDV khc KH c nhu cu khng thng xuyn hoc khng c nhu cu ( nht l nhng sn phm dch v mi). - V mc nhn bit cc SPDV Vietinbank hin cung cp: cn nhiu SPDV mi KH cha bit n hoc bit nhng cha hoc khng c nhu cu. - V cht lng phc v: hu ht cc kin u hi lng i vi cc SP + Cho vay c bo m bng ti sn l L/C xut + Dch v chuyn tin: nhn vin rt nhit tnh v nhanh chng + Cho vay v tin gi + Ti tr thng mi + Ti tr thng mi: Giao dch thanh ton vi IRAN + Khng c kin phn nn v thi phc v ca nhn vin ngn hng. Tuy nhin, c mt vi gp v xut nhu cu v SPDV ngn hng nh: Cho vay tn chp; in s ph; ph dch v,

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PH LC S: 06b KT QU THM D KIN KHCH HNG THC HIN LN 2 1- i tng , phm vi v ni dung nghin cu: + i tng : Cc khch hng l c nhn v Doanh nghip + Phm vi: Khch hng v ang s dng cc sn phm, dch v ti Chi nhnh Tn Bnh v cc phng giao dch ( ng T, Bu Ct, Tn Sn Nh). + Ni dung: Thm d kin ca khch hng i vi Chi nhnh Tn Bnh. C th: Tr s v cc Phng giao dch Phng tin , my mc thit b, my ATM

- Tin ch, cht lng sn phm dch v, bao gm: Tin gi tit kim/ thanh ton; Chuyn tin: trong nc, nc ngoi; Cho vay; Ti tr thng mi: Nhp khu, xut khu; Bo lnh; Dch v th H s, th tc giao dch; Thi gian lm vic; Thi gian ch i, thc hin giao dch; Li Phong cch, thi phc v ca nhn vin ngn hng; Cng tc tip th, khuych trng sut, ph dch v so vi ngn hng khc sn phm, dch v; Cng tc chm sc khch hng; Mc hi lng khi giao dch vi Chi nhnh; Nhng kin ng gp vi Chi nhnh 2- Chn mu v thu thp thng tin: - Mu nghin cu: 135 - Phng php thu thp thng tin: Phng vn vit thng qua gi phiu iu tra trc tip n khch hng 3- Thi gian tin hnh: T 03/09/2010 n 14/09/2010: gi phiu iu tra v thu thp phiu 4- Kt qu thu thp v phn tch thng tin: 4.1- Kt qu thu thp thng tin: + Phiu iu tra: - S lng phiu gi i: 135 - S lng phiu thu v: 126 ( 41 KH doanh nghip chim 32,5% v 85 KH c nhn chim 67,5%) 4.2- Kt qu tng hp, phn tch thng tin: 4.3- Thng tin v khch hng iu tra: + Qua kt qu tng hp iu tra:
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- i tng KH doanh nghip kho st ch yu tp trung vo 04 lnh vc: + V lnh vc kinh doanh: Thng mi, dch v; Cng nghip ch bin; Xy dng c bn ; Cng nghip nng + Loi hnh doanh nghip: 66 % thuc loi hnh C phn/TNHH t nhn. + i tng KH c nhn kho st ch yu tp trung vo: - tui : T 46-60 tui, chim 49,4%; T 36-45 tui, chim 35,3%; T 18-35tui, chim 15,3% + Lnh vc cng tc: tp trung cc doanh nghip (27%), cn li l cc lnh vc khc ( khng phi Hnh chnh- s nghip; LL v trang; hu tr). 4.4 - Kt qu tng hp phn tch thng tin: S TT Tng Tiu ch phiu thu v dch 02 Phng tin, my mc thit b/my ATM 03 Tin gi tit kim/ tin gi thanh ton 04 Chuyn trong nc 05 Chuyn 06 Tin vay 07 Sn phm th 08 Nhp khu 09 Xut khu 10 Bo lnh 11 H s, th tc giao dch tin nc ngoi tin 119 72 102 74 40 35 43 126 15.1 12.5 11.8 5.4 5.0 2.9 7.0 Nhiu, phc 69.8 59.7 68.6 56.8 52.5 34.3 48.8 Bnh thng 15.1 41.7 19.6 37.8 42.5 62.8 44.2 t, n gin
48

Rt tt (%) 6.3 4

Tt (%) 48.4 34.1

Bnh thng (%) 38.9 61.1

Km (%) 5.6 0.8

Rt km (%) 0.8 0

01 Tr s giao

126

126 12.6 119 0 0 0 0 0 0 0 0 0 0 0 0 0 0 58.8 28.6 0 0

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN

tp 20.6 12 Thi gian lm vic 13 Thi gian ch i giao dch 14 Li sut tin gi 15 Li sut tin vay 16 Ph dch v 17 Thi dch v 18 Cng tc tip th 19 Cng chm khch hng 69.8 20 Mc hi lng khi giao dch 126 Rt hi lng 31 sau: + Cc SPDV c KH nh gi tt: (>50% phiu nhn c kt qu tt): Gm tr s giao dch, cc SPDV nh tin gi tit kim, tin gi thanh ton; chuyn tin thanh ton trong nc v
49

68.2 Cha hp l 6.3 Nhanh 55.6 Cao 7.2 17.5 18.3 Bnh thng 11.9 Bnh thng 66.7 Bnh thng 30.2 Hi lng 56.3

11.2

Hp l 126 93.7 Rt 126 nhanh 7.9 Qa 126 cao 0 126 126 126 0 0 Nhit tnh 87.3 126 Hp dn 24.6 Tt 126

Bnh thng 31 Bnh thng 69 73 74.6 Cha nhit tnh 0.8 Cha nhit tnh 8.7 Cha tt

Chm 5.5 Thp 23.8 9.5 7.2

Rt chm 0 Rt thp 0 0 0

tc sc

0 Bnh thng 12.7 Khng hi lng 0 Rt hng hi lng 0

- Qua kt qu nh ga ca KH i vi SPDV ca Chi nhnh thy mc nh gi ca KH nh

 N TT NGHIP-QTCL-MGT501-GVHD: PGS.TS. O DUY HUN

ngoi nc; sn phm cho vay; sn phm th; ti tr nhp khu, bo lnh, thi gian giao dch/thi gian lm vic, thi dch v, chm sc khch hng. + Cc SPDV cha c khch hng nh gi cao: (<50% phiu nhn c): Phng tin my mc thit b/ATM; ti tr thng mi xut khu; H s th tc giao dch; li sut tin gi, tin vay; cng tc tip th KH; Trong c kin khch hng nh gi km v tr s giao dch (5,6%), thi gian ch i giao dch chm (5,5%), li sut tin gi thp (23,8%), cng tch tip th bnh thng 66,7%). + Ngoi ra KH cn c kin ng gp v nhng iu cn hon thin nh :13% khch hng kin nn tng cng tip th, 41.7% kin nn h li sut/ ph, 12.2% kin nn rt ngn thi gian giao dch, 5.2% kin nn b sung thm tin ch, 27.8% kin nn gim bt h s th tc. 5- nh gi kt qu thm d kin khch hng v kin xut 5.1- nh gi kt qu thm d kin khch hng Qua kt qu tng hp, phn tch thng tin thu thp c. B phn QLCL chi nhnh c kin nhn xt nh sau: - Nhng sn phm dch v c a s kin ( trn 50% kin) nh gi l tt nh: Sn phm tin gi tit kim/ thanh ton; Sn phm chuyn tin ( trong nc v quc t); Sn phm th; Ti tr TM ( nhp khu); Thi gian lm vic; Thi gian ch i giao dch => y l nhng sn phm, dch v truyn thng ca Chi nhnh nn cn tip tc duy tr v pht huy. 5.2- V cht lng phc v: hu ht cc kin u hi lng i vi cc SP DV: - Khng c kin phn nn v thi phc v ca nhn vin ngn hng. Bn cnh nhng kin nh gi tt th cn mt s mt hot ng cha c nh gi cao cn lu xem xt v khc phc nh: H s th tc giao dch: kin tp trung b phn giao dch vi KH: cc PGD v k ton 5.3- V cng tc tip th: Cn mc bnh thng, cha c hnh thc thu ht khch hng mi. 5.4- Thi gian ch giao dch: Vn cn chm mt s kghu, mt s cng on nh: nhp/xut TSB 5.5- C mt vi gp v xut nhu cu v SPDV ngn hng nh: + SPDV: nn c hnh thc gi tit kim bng vng + Dch v Internet banking: ng nhp tc chm; cha t ng update ti khon mi pht sinh; Lch s giao dch nn c thm s d chi tit sau mi pht sinh giao dch; Cn tng thm nhiu tin ch hn na + Cn c b phn chuyn trch tr li thng tin v s d tin gi v tr s ph cho khch hng.
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PH LC S 07 Gii thiu chung v Tng quan Vietinbank (Chin lc, gi tr ct li, sn phm v dch v ca Vietinbank) - Tn gi doanh nghip: NGN HNG THNG MI C PHN CNG THNG VIT NAM Tn php l: Tn ting Anh y : Tn Thng hiu (tn giao dch quc t): Mu logo: Cu nh v thng hiu (Slogan): Nng gi tr cuc sng
NGN HNG CNG TH NG VI T NAM

VIETNAM

BANK

FOR

INDUSTRY

AND TRADE VIETINBANK

a ch doanh nghip: S 108 Trn Hng o, Hon Kim, H Ni in thoi: 84.4. 3942.1030 Fax: 84.4. 3942.1032 Website: http://www.vietinbank.vn Giy php thnh lp v hot ng Ngn hng thng mi c phn Cng thng Vit Ngn Hng Cng Thng Vit Nam ng k bo h nhn hiu VietinBank v logo

Nam s 142/GP-NHNN ca NHNN cp ngy 03 thng 07 nm 2009; ti Vit Nam v 40 quc gia trn th gii. n nay Ngn Hng Cng Thng Vit Nam c cp vn bng bo h nhn hiu ti Vit Nam v 23 quc gia tham gia Tha c v Ngh nh th Madrid. + S mnh, tm nhn, gi tr ct li v trit l kinh doanh: - S mnh: L tp on ti chnh ngn hng hng u ca Vit Nam, hot ng a nng, cung cp sn phm v dch v theo chun mc quc t, nhm nng gi tr cuc sng. - Tm nhn: Tr thnh tp on ti chnh ngn hng hin i, hiu qu hng u trong nc v quc t. - Gi tr ct li: Mi hot ng u hng n ti khch hng; Nng ng, sng to, chuyn nghip, tn tm, minh bch, hin i; + Ngi lao ng c quyn phn u, cng hin lm vic ht mnh; c quyn hng th ng vi cht lng, kt qu, hiu qu ca c nhn ng gp c quyn tn vinh c nhn xut sut sc, lao ng gii. - Trit l kinh doanh: An ton, hiu qu, bn vng v chun mc quc t; + on kt, hp tc, chia s, v trch nhim x hi;
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+ S thnh vng ca khch hng l s thnh cng ca VietinBank Vn iu l hin ti: Trn c s s liu bng cn i k ton ca NHTMCP Cng thng Vit Nam; ti thi im 31/10/2010. Vn t c ca Ngn hng TMCP Cng thng Vit Nam l 17.202.052 triu ng (Bng ch: Mi by nghn, hai trm linh hai t, khng trm nm mi hai triu ng). Trong : (i)- Vn cp 1 l 16.865.950 triu ng, c s dng lm cn c xc nh gii hn mua, u t vo TSC. (ii)-Vn cp 2 l 336.102 triu ng. Vn t c c s dng lm cn c xc nh gii hn v tn dng i vi khch hng. (Ngun: VietinBank) 1- C cu vi iu l: Hnh 1: C cu vn iu l Vietinbank thi im 12/03/2010

2- PHM VI LNH VC HOT NG CA VIETINBANK BAO GM: - Huy ng vn: Hot ng huy ng vn bao gm nhn tin gi ca khch hng bng ni v ngoi t, pht hnh chng ch tin gi, tri phiu, k phiu, v cc giy t c gi khc huy ng ngun vn, vay t cc nh ch ti chnh trong nc v nc ngoi, vay t NHNN, v cc hnh thc vay vn khc theo quy nh ca NHNN. Hot ng tn dng: Tn dng l mt trong nhng hot ng kinh doanh chnh ca VietinBank. Cc hot ng tn dng ca VietinBank bao gm cp vn vay bng ni v ngoi t, bo lnh, chit khu, cho thu ti chnh, v cc hnh thc cp tn dng khc. - Hot ng u t: Cc hot ng u t ca VietinBank c thc hin thng qua vic tch cc tham gia vo th trng lin ngn hng v th trng vn. Ti sn u t bao gm Tri phiu Chnh ph, Tn phiu kho bc, Tn phiu NHNN, Cng tri xy dng T quc, Tri phiu gio
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dc, Tri phiu Chnh quyn a phng, Tri phiu NHTM, Tri phiu doanh nghip v.v. Ngoi ra VietinBank cn gp vn mua c phn ca cc doanh nghip trong v ngoi nc v gp vn lin doanh vi cc t chc nc ngoi. - Cc hot ng khc: Bn cnh cc dch v kinh doanh chnh, VietinBank cung cp mt s dch v b sung cho khch hng bao gm cc hot ng trn th trng tin t, kinh doanh giy t c gi bng VND v ngoi t, chuyn tin trong nc v quc t, chuyn tin kiu hi, dch v ngn hng qua in thoi, dch v ngn hng in t, v.v. 3- C cu t chc v b my qun l ca Ngn hng 3.1- C cu t chc ca Ngn hng thng mi c phn Cng thng Vit Nam
Hnh2:Hthngtchc

(Ngun:VietinBank)

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3.2CcutchccaChinhnhphthuc(ChinhnhcpI)
KIMHnh4:Ccutchc:Cpchinhnh(Mhnh1)

4- Tnh hnh Hot ng kinh doanh

4.1- Hot ng kinh doanh chnh 4.1.1- Tnh hnh huy ng vn: Mc d mi trng y thch thc, VietinBank thnh cng trong vic tng cng cc hot ng huy ng vn.

(Ngun: BCTC hp nht kim ton 2008, 2009 v Qu II/1010 ca VietinBank)

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4.1.2- Tc tng trng ti sn v d n cho vay

Ngun: Vietinbank 4.1.3- Thu nhp t cho vay khch hng v cc khon thu nhp tng t thi k 2007-2009

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4.1.4- C cu d n theo ngnh kinh t

Ngun: Bo co ti chnh hp nht kim ton 2009 VietinBank 4.1.5- Tn dng doanh nghip: Hot ng kinh doanh chnh ca VietinBank l cung cp tn dng cho khch hng l doanh nghip. T hot ng tn dng truyn thng l cho vay cng nghip, thng nghip, VietinBank m rng sn phm tn dng cho tt c cc doanh nghip thuc mi thnh phn kinh t 4.1.6- Mc an ton vn: T l an ton vn (Capital Adequacy Ratio CAR) l mt ch tiu quan trng phn nh nng lc ti chnh ca cc ngn hng. Ch tiu ny c dng xc nh khnng ca ngn hng trong vic thanh ton cc khon n c thi hn v i mt vi cc ri ro khc nh ri ro tn dng, ri ro vn hnh.

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Ngun: VietinBank CAR = [(Vn cp I + Vn cp II) / (Ti sn iu chnh ri ro)] * 100%. y cng l mt trong 5 tiu chun quan trng nht m cc ngn hng thng mi phi p ng m bo an ton hot ng. 4.1.7- Hot ng kinh doanh th: VietinBank c k hoch tr thnh ngn hng pht hnh th hng u Vit Nam bng vic pht trin hot ng kinh doanh th vi s a dng v sn phm, nng cao nng lc cnh tranh vi thng hiu uy tn v phong cch chuyn bit. Hnh 20: Tc tng pht hnh th

Ngun: VietinBank 4.1.8- Hot ng u t chng khon Chng khon u t: Ngoi cc chng khon vn VietinBank cng m rng danh mc u t vo cc cng c n nh Tri phiu Chnh ph, Tn phiu Kho bc, tri phiu doanh nghip v.v.

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3 ,35 Ngun: BCTC hp nht kim ton giai on 2007-2009

4.1.9- Th trng hot ng 5- Mng li hot ng: Tnh n 31/12/2009, mng li hot ng ca VietinBank phn b rng trn 62 tnh, thnh ph trong c nc, bao gm 01 Hi s chnh; 01 S Giao dch; 149 chi nhnh; 695 phng giao dch; 98 qu tit kim; 1.092 my rt tin t ng (ATM); 02 Vn phng
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i din; 04 Cng ty con bao gm: Cng ty TNHH mt thnh vin cho thu ti chnh, Cng ty c phn Chng khon Ngn hng Cng thng (VietinBankSC), Cng ty Qun l n v khai thc ti sn NHCT Vit Nam v Cng ty TNHH mt thnh vin Bo him Ngn hng; 03 n v s nghip bao gm: Trung tm th, Trung tm Cng ngh thng tin, Trng o to v Pht trin ngun nhn lc. 5.1-Mng li khch hng: VietinBank c mi quan h cht ch vi hu ht cc t chc ti chnh ngn hng ti Vit Nam bao gm cc ngn hng thng mi trong v ngoi nc, Cng ty ti chnh, cc cng ty chng khon v cc qu u t; Cc t chc kinh t ln cc tp on v tng cng ty nh Tp on Du kh Vit Nam, Tp on in lc Vit Nam, Tp on Than v Khong sn Vit Nam, Tp on Bu chnh Vin thng Vit Nam (VNPT),

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5.1.2-

Kt qu hot ng kinh doanh trong giai on 2008 -2009 v Qu II/2010.

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Ngun: BCTC hp nht kim ton 2008, 2009 v Qu II/2010 ca VietinBank 6 -H thng cng ngh thng tin ngn hng hin i: Hin ti, h thng c s h tng CNTT ca VietinBank v ang c xy dng theo tiu chun quc t, to tin cho vic pht trin cc dch v mi trong tng lai theo m hnh ngn hng hin i. Ton b h thng mng tri rng khp c nc v lun c phng n d phng m bo h thng hot ng thng sut v m bo cho vic giao dch trc tuyn vi H thng ngn hng li. Vi h thng my ch mnh, h thng lu tr ln c thit k theo hng tp trung ho v o ho nhm m bo cho H thng ngn hng li (Core Banking) hot ng n nh, sn sng p ng nhu cu pht trin trong vng 03 n 05 nm ti v.v. 7- Nhn t kh khn

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7.1- Din bin bt li ca nn kinh t Vit Nam v th gii: Nhng din bin tri chiu ca nn kinh t Vit Nam v th gii nh hng su sc ti hot ng kinh doanh ca hu ht cc doanh nghip trong c cc ngn hng. Sau mt nm 2008 y nhng bin ng bt li t cuc khng hog kinh t ton cu, nn kinh t Vit Nam vn cho thy kh nng tng trng v gi t l lm pht mc tng i thp. Tuy nhin, nhng tn d ca cuc khng hon ti chnh ton cu vn cn m v tc ng n th trng ti chnh ni chung v ngnh ngn hng ni ring. Chnh cc yu t ny tc ng khng nh n hot ng kinh doanh ca Ngn hng. Hnh 24: Tng trng GDP v t l lm pht giai on 2007-2009 Cng vi s bin ng mnh ca th trng tin t l s thay i ln ca c cu ngunvn theo hng k hn ngn dn, lung tin vo ngn hng b tc ng bi nhiu yu t nh lm pht, suy gim kinh t, t gi ngoi t, tm l... mang li ri ro th trng cho cc t chc tn dng S suy gim lin tc ca th trng chng khon, th trng bt ng sn trong nc, nh hng xu ca nn kinh t th gii to ra nhiu sc p v kh khn cho doanh nghip l khch hng ca ngn hng.

Ngun Tng cc Thng k 7.2- Kh khn do p lc cnh tranh ngy cng gay gt: Trn th trng ti chnh ngn hng hin nay c 5 ngn hng thng mi nh nc, 39 ngn hng thng mi c phn, 5 ngn hng lin doanh, 5 ngn hng 100% vn nc ngoi, 40 chi nhnh ngn hng nc ngoi ti Vit Nam, 53 vn phng i din ngn hng nc ngoi ti Vit Nam, 13 cng ty cho thu ti chnh v 17 cng ty ti chnh. 8- V th ca Ngn hng so vi cc Ngn hng khc trong cng ngnh

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8.1- V th ca VietinBank trong ngnh: VietinBank l mt trong 4 ngn hng thng mi ln nht th trng hin nay vi tng ti sn chim khong 10% tng ti sn ton h thng, th phn huy ng vn chim 12%, th phn cho vay chim 11,6% ca ton h thng, mng li chi nhnh v phng giao dch ng th 2 ton quc sau Agribank. Vi thng hiu tt v mi quan h cht ch vi nhiu khch hng truyn thng, cng vi nn tng ti chnh vng mnh, VietinBank lun l mt trong nhng Ngn hng hng u ti Vit Nam. 8.1.2- V mng li chi nhnh, phng giao dch Hnh 25: Mng li i hot ng ca VietinBank v cc Ngn hng khc

Ngun: website v Bo co thng nin cc ngn hng Ti thi im 31/12/201 , VietinBank c mng li chi nhnh v phng giao dch ng th 2 ton quc sau Agribank vi 01 Hi s chnh; 01 S Giao dch; 149 chi nhnh; 695 phng giao dch; 98 qu tit kim; 1.092 my rt tin t ng (ATM); 02 Vn phng i din; v 04 Cng ty con bao gm Cng ty cho thu ti chnh, Cng ty c phn Chng khon Ngn hng Cng thng (VietinBankSc) v Cng ty Bt ng sn v u t ti chnh NHTMCP Cng thng Vit Nam v Cng ty Bo him NHTMCP cng thng Vit Nam; 03 n v s nghip bao gm Trung tm th, Trung tm Cng ngh thng tin, Trng o to v Pht trin ngun nhn lc v 01 lin doanh l Ngn hng Indovina.

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8.1.3- V hiu qu hot ng kinh doanh Hnh 26: Li nhun sau thu v t t l n xu ca VietinBank v cc ngn hng khc

Ngun: Bo co ti chnh nm 2009 cc Ngn hng 8.1.4- V Quy m

Ngun: Bo co ti chnh nm 2009 cc Ngn hng Sau khi chuyn i thnh doanh nghip c phn, VietinBank tr thnh ngn hng c phn c vn iu l ln th 2 trn th trng sau Vietcombank v tr thnh cng ty i chng, nng cao tnh minh bch v kh nng qun tr doanh nghip. 8.1.5- V th phn: VietinBank l mt trong nhng Ngn hng ln nht ti Vit Nam vi th phn cho vay chim 11,6% ca ton h thng, th phn huy ng vn chim 12% ton h thng v l mt trong nhng ngn hng hng u trong lnh vc huy ng ni t. Trong lnh vc pht hnh th ni a, th phn ca VietinBank chim khong 17% th trng th trong nc. ng thi VietinBank ang nm gi khong 11% th phn ti tr thng mi nhp khu v 8% th phn ti tr thng mi xut khu nm 2009. 9- nh gi v s ph hp nh hng pht trin ca Ngn hng vi nh Hng ca ngnh, chnh sch ca Nh nc, v xu th chung trn th gii
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L Ngn hng trong Nh nc nm phn vn chi phi. Mc tiu chin lc ca VietinBank l xy dng Ngn hng Cng thng Vit Nam tr thnh Tp on ti chnh ngn hng hin i, xp hng tin tin trong khu vc: p ng ton din nhu cu v cc sn phm, dch v ngn hng, ti chnh, h tr tt nht cho khch hng trong nc v quc t; Qun l c hiu qu v pht trin bn vng, ngn hng. nh hng pht trin ca VietinBank l hon ton ph hp vi nh hng pht trin ca ngnh ngn hng, chnh sch ca Nh nc v xu th chung ca th gii. 9.1- Chnh sch i vi ngi lao ng + S lng lao ng v c cu lao ng: Tnh n thi im 31/12/2009, tng s lao ng ca VietinBank l 17.758 ngi, c phn loi nh sau: Bng 15: Phn loi lao ng ti thi im 31/12/2009

Ngun: VietinBank VietinBank lun coi vic pht trin ngun nhn lc l yu t quan trng. VietinBank khng ngng tng cng v ci thin c v s lng v cht lng ngun nhn lc p ng nhng yu cu v nhn s trong qu trnh hot ng v pht trin.
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9.2- Cc chnh sch vi ngi lao ng - Chnh sch tuyn dng, o to: Ngn hng ban hnh Quy ch tuyn dng lao ng, theo Ngn hng thc hin vic tuyn dng lao ng c trnh , nng lc p ng yu cu kinh doanh v tiu chun chc danh. Nhn thc c tm quan trng ca ngun nhn lc trong s pht trin ca Ngn hng, VietinBank c bit ch trng ti vic o to v pht trin ngun nhn lc. VietinBank thng xuyn t chc o to ni b, ng thi khuyn khch nhn vin nng cao trnh thng qua vic tham gia cc kho hc bn ngoi do Ngn hng i th. Ngn hng ban hnh Quy ch o to, bi dng cn b cho ton h thng. - Chnh sch lng, thng, phc li: Tin lng v tin thng tr cho ngi lao ng trong VietinBank cn c vo hiu qu kinh doanh, chc danh cng vic v ch tin lng theo Quy ch tin lng c ban hnh. Mc lng trung bnh nm 2006 l 5.495 nghn ng/ngi/thng, nm 2007 l 8.374 nghn ng/ngi/thng, nm 2008 l 11.271 nghn ng/ngi/thng v nm 2009 l 15.610 nghn ng/ngi/thng v nm 2010 vi kt qu kinh doanh t c. D kin lng l 25.000 nghn ng/ngi/thng 10- Chin lc ca NHTMCP Cng Thng Vit Nam 10.1- Mc tiu chin lc tng th: Xy dng Ngn hng Cng thng Vit Nam tr thnh tp on ti chnh ngn hng hin i, xp hng tin tin trong khu vc: p ng ton din nhu cu v cc sn phm, dch v ngn hng, ti chnh, h tr tt nht cho khch hng trong nc v quc t; Qun l c hiu qu v pht trin bn vng. 10.2- Mc tiu chin lc c th: + Chin lc Ti sn v Vn: Tng quy m ti sn hng nm trung bnh 20-22% Tng vn ch s hu bng li nhun li v pht hnh thm c phiu ph hp vi quy m ti sn v m bo h s an ton vn; a dng ha c cu s hu theo nguyn tc Nh nc s hu 51% tr ln, thu ht c ng chin lc c uy tn trong v ngoi nc theo k hoch ph duyt c th ca Ngn hng Nh nc v Chnh ph. + Chin lc Tn dng v u t: Tn dng l hot ng kinh doanh ch lc, cnh tranh theo nguyn tc th trng; iu chnh c cu tn dng hp l, ph hp vi th mnh ca VietinBank Tng cng ri ro tn dng, bo m n xu chim di 3%. a dng ha cc hot ng u t tn dng trn th trng ti chnh, gi vai tr nh hng trong th trng, nng cao hiu qu s dng vn v qun l thanh khon ca ngn hng.
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+ Chin lc dch v; Pht trin a dng cc dch v ngn hng thu ph, xc nh nhm dch v mi nhn tp trung pht trin. Da trn nn tng cng ngh hin i pht trin dch v, ly mc tha mn nhu cu khch hng l nh hng pht trin. + Chin lc ngun nhn lc: Tiu chun ha ngun lc, tng cng o to nng cao nng lc trnh ca cn b; Hon thin c ch s dng lao ng v c ch tr lng; Xy dng i ng cn b c nng lc v chuyn nghip + Chin lc cng ngh: Coi ng dng cng ngh thng tin v yu t then cht, h tr mi hot ng pht trin kinh doanh; Xy dng h thng cng ngh thng tin ng b, hin i, an ton, c tnh thng nht - tch hp - n nh cao. + Chin lc b my t chc v iu hnh: iu hnh b my t chc vi c ch phn cp r rng, hp l; Pht trin v thnh lp mi cc cng ty con theo nh hng cung cp y cc sn phm dch v ti chnh ra th trng; M rng mng li kinh doanh, thnh lp mi chi nhnh, pht trin mnh mng li cc phng giao dch, ph sng ton b cc tnh thnh ph trong ton quc; Pht trin mnh h thng ngn hng bn l

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Hnh 28: M HNH TP ON TI CHNH VIETINBANK

HI NG QUN TR

Bankim ton, kim sot ni b

Ban chin lc, chnh sch

Banqun l ti sn n/c (ALCO)

Ccy ban: Lng, thng, nhn s

Ban Qun l ri ro

BANIU HNH
Vn phng tp on v cc chi nhnh Cchi ng tn dng u t

Hot ng Ngn hng thng mi

CcHot ng Ngn hng u t

Hot ng bo him

Cngtybo him phi nhn th

Ccdch v ti chnh khc

Ccdch v khc

NgnhngCng thng Vit Nam

CngtyChng khon

Cngtyqun l qu

Cngtychothuti chnh

u t ti chnh vo cc i tc chin lc

NgnhngLin doanhIndovina

Cngtyu t ti chnh Vimedmex

Cngtybo him nhn th

Cngtyu t v kinh doanh vng (Vietinam Golc)

Trng o to v pht trin ngun nhn lc

NgnhngSiGn Cngthng

Cngtytibo him

Cngtychuyn mch ti chnh quc gia (Banknet)

Vin nghin cu pht trin

CngtyTichnh UDIV

Cngtybt ng sn v u t ti chnh

CcCtybo him khc m NHCTVN u t

CngtyTh

Cc Cngtyhot ng trong mt s lnh vc chuyn ngganhf

CcNHTMdoNHCT Vit Nam u t vn

CcCngty(NHu t) khc m NHCTVN u t vn

Cngtykiu hi

Cngtydch v Internet Banking

Ngun Vietinbank

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+ T nm 2011 n 2015: Tip tc m rng phm vi v quy m hot ng thng qua vic pht trin mng li, thnh lp v lin kt thnh lp cc cng ty con kinh doanh trn lnh vc ti chnh tin t. Phn u tr thnh mt Tp on Ti chnh Ngn hng mnh trong khu vc vo nm 2015 10.3- K hoch li nhun v c tc ca VietinBank trong giai on 2010-2012 nh sau: K hoch li nhun v c tc ny c da trn nhng iu kin thc t v tnh hnh mi sau c phn ha.

Ngun: VietinBank

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12,2

53

10.4- K hoch tn dng: Ch trng sang nm 2010, VietnBank tip tc xy dng v duy tr c cu tn dng ph hp vi nh hng ca NHNN v ngun lc ca VietinBank; tm kim v tip cn cc khch hng c tim lc ti chnh lnh mnh, cc d n kh thi, hiu qu cao; tip tc y mnh hot ng tn dng trong cc lnh vc c nh nc khuyn khch nh cho vay, ch bin lng thc, nng sn, cho vay tiu dng. 10.5- u t vo giy t c gi: Tp trung pht trin hot ng kinh doanh trn th trng lin ngn hng, th trng tri phiu, gi vng vai tr l mt trong nhng ngn hng to lp th trng v c nh hng trn th trng tin t, th trng tri phiu Vit Nam. 10.6- u t vo cng ty con: Vn gp u t c tp trung vo mt s T chc tn dng v T chc kinh t uy tn v c hot ng sn xut kinh doanh hiu qu, m bo hiu qu u t ca VietinBank. 10.7- K hoch pht trin mng li: Tip tc chin lc m rng mng li bng vic thnh lp thm chi nhnh, phng giao dch. Pht trin cc nghip v ngn hng quc t, m rng hot ng kinh doanh ca NH TMCP CTVN ra th trng nc ngoi. 10.8- u t c s vt cht, cng ngh, pht trin dch v mi: u t cc d n hin i ho, nng cao nng lc qun tr ngn hng, tng cng pht trin cc SPDP v hin i, nng cao tin ch cho khch hng, nng cao t l thu nhp t dch v trong tng thu nhp.

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10.9- M rng hot ng u t, lin doanh, gp vn: Tip tc u t v m rng hot ng kinh doanh sang cc lnh vc c tim lc pht trin v hiu qu sinh li cao nh thnh lp Cng ty Bo him nhn th, Cng ty kinh doanh vng, Qun l qu, u t v khai thc ti sn,. 11- Ch tiu hot ng sau khi c phn ho n v: t VND CH TIU I- Tng ti sn c II- Vn ch s hu III- Tng ti sn n IV- Tng thu nhp hot ng kinh doanh V- Tng chi ph hot ng kinh doanh VI- Thu nhp hot ng kinh doanh thun VIII- Thu nhp trc thu. X- Thu nhp rng sau thu XII- T sut li nhun/Vn ch s hu (ROE) XIII- H s an ton vn. 2010 320.392 19.944 300.449 30.265 (19886) 6.357 4.072 2.932 16,4% 11,6% 2011 387.682 22.870 364.812 36.802 (25083) 7.697 4.954 3.567 16,7% 11,4% 2012 465.965 26.447 439.518 44.293 (30936) 9.333 6.086 4.382 17,8% 11,4%

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TI LIU THAM KHO 1- Ti liu MBA ca i hc HELP 2- Cam kt gia nhp WTO ca Vit Nam. Tng hp theo WTO v B Thng mi. 3- PGS.Nguyn nh . Chin lc kinh doanh v pht trin DN , NXB L- XH, nm 2002. 4- TS Phan Minh Ngc. Ngn hng sau gia nhp WTO. Tp ch Ngn hng, s 20, thng 10/2006. 5- PGS,TS.o Duy Hun ,Chin lc kinh doanh cua DN trong kinh t th trng, NXBGD, nm 1997. 6- PGS,TS.o Duy Hun . Qun tr chin lc, NXBTK 2007 7- Kinh t Vit Nam 1955- 2000, Nxb Thng k, 2000 8- PGS.TS Nguyn nh T. Mt s kin v cng tc thanh tra kim sot trong vic p ng yu cu hi nhp ca h thng ngn hng Vit Nam (trch K yu hi tho khoa hc ca Vin nghin cu khoa hc ngn hng). NXB Thng k, 2003. 9- GS.TSKH Nguyn Duy Gia. Qun tr Chin lc Ngn hng NXB i hc Quc gia Tp.HCM, 2009 . 10- Ngn hng Vietinbank Tn Bnh. Bo co kt qu kinh doanh nm 2007; 208; 209; 2010 11- GARRYD.SMIT,DANNYR.ARNOLD,BOBYR.BIZZELL.Chin lc v sch lc kinh doanh. NXB. Thng k, 2000. 12- MASAAKI IMAIKAIZEN Cha kha thnh cng v qun l ca Nht Bn. NXB TP. H Ch Minh 1994. 13- HAROLD KOONTZ, CYRIL ODONNELL, HEINR WEIHRICH Nhng vn ct yu ca qun l NXB Khoa hc K thut HN. 1992. 14- MICHAEL HAMMER & JAMES CHAMPY. Ti lp cng ty tuyn ngn ca cuc cch mng trong kinh doanh NXB TP.HCM - nm 2002. 15- Michael E. Porter. Chin lc cnh tranh. NXB Tng hp TPHCM, 2006. 16- Fred R. David. Khi lun v qun tr chin lc. NXB Thng k, 2003. 17- Cc ti liu trn internet.

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MC LC Phn tm tt Chng 1: Mc ch nghin cu........................ 1.1. L do chn ti v la chn Vietinban Tn Bnh.......................... 1.2. Mc tiu nghin cu.......................................................................... 1.3. Mc ch v phm vi nghin cu....................................................... 1.4. Kt qu d kin ca ti.................................................................. trang 1 trang 3 trang 3 trang 3 trang 3 trang 4

1.5. Phng php nghin cu..................................................................... trang 4 1.6. ng gp v mt l thuyt................................................................... trang 4 1.7. B cc ca n.................................................................................. trang 4 Chng 2: Tng quan v l thuyt Qun tr chin lc................................... trang 4 2.1 Khi nim v chin lc v qun tr chin lc.................................... trang 4 2.1.1- Qun tr chin lc: ......................................................................... trang 5 2.1.2- M hnh chin lc Delta ................................................................. trang 5 2.1.3- Sn phm tt nht ................. 2.1.5- Ni b h thng ................. 2.3- Ma trn hnh nh cnh tranh ca Michael E. Porter 2.3.1- i th cnh tranh: 2.3.2- Khch hng: 2.3.3- Nh cung cp 2.3.4- i th tim n mi: 2.3.5- Sn phm thay th: trang 5 trang 6 trang 8 trang 8 trang 8 trang 8 trang 8 trang 8 2.1.4- Gii php khch hng......................................................................... trang 6 2.2- M hnh Bn chin lc ca Robert S Kaplan v David P Norton: trang 6

2.3.6- Ma trn hoch nh chin lc c th la chn (QSPM): trang 8 Chng 3: Phng php nghin cu................................................................... trang 8 3.1- Phng php thu thp thng tin/ d liu............................................... trang 9 3.1.1- Phng php phng vn chuyn gia 3.1.2- La chn chuyn gia trang 9 trang 9

3.1.3- Trng cu kin chuyn gia trang 10 3.2- Phng php quan st hnh vi khch hng ca Vietinbank Tn Bnh trang 10 3.2.1- Phng php nghin cu ti liu th cp 3.2.2- Phng php nghin cu i chiu (Cross methodology) Chng 4: Phn tch chin lc hin ti ca Vietinbank Tn Bnh 4.1- Gii thiu VietinBank trang 10 trang 10 trang 11 trang 11

4.2- Gii thiu VietinBank Tn Bnh trang 11 4.2.1- S mng, mc tiu trang 11 4.2.2- Phn tch chin lc hin ti ca Vietinbank Tn Bnh 4.2.4- Cht lng dch v 4.2.5- Knh Phn Phi 4.2.6- Cng tc xy dng thng hiu 4.2.7- C cu t chc 4.2.8- Cng tc hun luyn, o to 4.2.9- Cc chnh sch vi ngi lao ng 4.3- H thng thng tin 5.1- S gn kt gia s mnh v qu trnh thc thi chin lc 5.1.3- Tc ng ca vic thc hin Chin lc......................................... 5.1.3.2- Thc y vic xy chin lc ca cc n v thnh vin........... 5.1.3.3- Tng cng v th ca Vietinbank i vi cc pha lin quan... 5.2- Cc kh khn t qu trnh gn kt chin lc ................................. 5.2.1- Cc ny sinh trong thc thi chin lc ca Vietinbank Tn Bnh.. 5.2.1.1- Kh khn do nh hng ca mi trng bn ngoi ................ 5.2.1.2- Kh khn v s thay i mi trng php l......................... 5.2.1.3- Kh khn trong Phn tch chnh xc mi trng cnh tranh..... 5.2.1.4- Nhm i th cnh tranh........................................................ 5.2.1.5- Cnh tranh v tin gi .............................................................. 5.2.1.6- Cnh tranh v hot ng tn dng ............................................ 5.2.1.7- Cnh tranh v mng dch v...................................................... 5.2.1.8- Nhm i th cnh tranh tim n............................................ 5.3- Cc nhm khch hng..................................................................... 5.3.1- Nhm khch hng doanh nghip nh nc 5.3.2- Nhm khch hng doanh nghip nc ngoi 5.3.3- Nhm khch hng doanh nghip ngoi quc doanh 5.3.4- Nhm khch hng doanh nghip va v nh 5.3.4- Nhm khch hng c nhn 5.3.5- Nhm khch hng c nhn trang 12 trang 13 trang 13 trang 13 trang 14 trang 14 trang 14 trang 15 trang 16 trang 17 trang 18 trang 18 trang 18 trang 19 trang 19 trang 19 trang 19 trang 20 trang 21 trang 21 trang 21 trang 21 trang 21 trang 22 trang 22 trang 22 trang 22 trang 23 trang 23 4.2.3-Th trng mc tiu trang 12

Chng 5: nh gi chin lc Vietinbank Tn Bnh....................................... trang 16 5.1.2- Tnh hiu qu ca chin lc trong mi quan h vi mi trng.... trang 17 5.1.3.1- Tng cng s gn kt gia cc n v thnh vin ca Vietinbank... trang 17

5.4- Khi qut cc c hi - thch thc Vietinbank Tn Bnh 5.4.1- C hi 5.4.2- Thch thc 5.4.3- im mnh 5.4.4- im yu Chng 6: xut chin lc ca Vietinbank Tn Bnh n nm 2015 ..... 6.1- xut S mng v tm nhn ca Vietibank Tn Bnh 6.1.1- S mng 6.1.2- Mc tiuVietinBank Tn Bnh nm 2011 2015 6.1.3- Tm nhn n 2015 6.2- xut cc chin lc

trang 23 trang 23 trang 23 trang 24 trang 25 trang 26 trang 26 trang 26 trang 26 trang 26 trang 27

6.2.1- Chin lc sn phm dch v ti u trang 27 6.2.2- Chin lc pht trin th trng, khch hng tan din trang 27 6.2.3- Chin lc c nh h thng 6.3 - Sn phm dch v ti u 6.3.1- Dch v ngn hng phc v doanh nghip 6.3.2- Sn phm tit kim 6.3.3- Dch v bn l .. 6.3.4- Dch v ti chnh 6.4- Gii php v sn phm 6.4.1- Knh phn phi 6.5- H bthng cu trc: 6.5.1- Pht trin ngun nhn lc 6.5.2- Cng ngh thng tin 6.5.3- Qun l ri ro v kim ton ni b 6.5.4- Qun tr ngn hng 6.5.5-Ti sn n - ti sn c 6.5.6- Ngun vn 6.5.7- M hnh t chc mng li v knh phn phi 6.5.8- Gii php v marketing Chng 7: Kt Lun...................................................................... trang 27 trang 27 trang 28 trang 28 trang 28 trang 28 trang 28 trang 29 trang 30 trang 30 trang 31 trang 31 trang 31 trang 32 trang 32 trang 32 trang 33 trang 33

6.4.2- Chin lc khch hng tan din trang 29

DANH MC BNG BIU 1. Ph lc s 1.M hnh Delta 2. Ph lc s 2: Bn chin lc 3. Ph lc s 3: Ma trn SOWT 4. Ph lc s 4: Ma trn cc yu t bn trong (IFE)..... 5. Ph lc s 5: Ma trn cc yu t bn ngoi (EFE)......... 6. Ph lc s 6a: Kt qu thm d s hi lng ca khch hng (ln 1) 7. Ph lc s 6b:Kt qu thm d s hi lng ca khch hng (ln 2) 8. Ph lc s 7: Gii thiu chung v Tng quan Vietinbank

trang 35 trang 36 trang 38 trang 39 trang 40 trang 41 trang 47 trang 51