c im ca Marketing ngn hng Marketing ngn hng l mt loi hnh Marketing chuyn su (chuyn ngnh) c hnh thnh trn

c s quan im ca Marketing hin i. Tuy nhin, Marketing ngn hng c nhng c im khc bit so vi Marketing thuc cc lnh vc khc.

Marketing ngn hng l loi hnh Marketing dch v ti chnh(1)

Dch v bao gm nhiu loi hnh hot ng, cho nn cng c nhiu cch hiu. Dch v l mt hot ng hay li ch cung ng nhm trao i, ch yu l v hnh v khng dn n chuyn quyn s hu. Do , vic nghin cu cc c im ca dch v s l cn c t chc tt cc qu trnh Marketing ngn hng. Tnh v hnh ca sn phm dch v ngn hng dn n vic khch hng khng nhn thy, khng th nm gi c, c bit l kh khn trong nh gi cht lng sn phm dch v trc khi mua, trong qu trnh mua v sau khi mua. gim bt s khng chc chn khi s dng sn phm dch v ngn hng, khch hng buc phi tm kim cc du hiu chng t cht lng sn phm dch v nh a im giao dch, mc trang b cng ngh, uy tn ca ngn hng,

Tnh khng tch ri ca sn phm dch v ngn hng c th hin trong qu trnh cung ng sn phm ca ngn hng. Thc t cho thy, qu trnh cung ng sn phm dch v ngn hng thng din ra ng thi vi qu trnh tiu th. Chnh iu ny lm cho sn phm dch v ngn hng khng c kh nng lu tr. L{ do ny i hi ngn hng phi c h thng, phng php phc v nhanh vi nhiu quy, a im giao dch.

Marketing ngn hng l loi hnh Marketing hng ni (2)

Thc t cho thy so vi Marketing cc lnh vc khc, Marketing ngn hng phc tp hn nhiu bi tnh a dng, nhy cm ca hot ng ngn hng, c bit l qu trnh cung ng sn phm dch v ngn hng c s tham gia ng thi ca c c s vt cht, khch hng v nhn vin ngn hng. Nhn vin l yu t quan trng trong qu trnh cung ng, chuyn giao sn phm dch v ngn hng. Nhng bin php nhm nng cao hiu qu hot ng ca ton th nhn vin ngn hng theo nh hng phc v khch hng ngy cng tt hn c gi l Marketing hng ni. Thc hin Marketing i ni, hin nay cc ngn hng u tp trung vo vic o to nng cao trnh ton din cho nhn vin ngn hng, a ra nhng chnh sch v tin lng, i ng khuyn khch nhn

vin lm vic tch cc, b tr cng vic hp l, tng bc xy dng phong cch vn ha ring ca ngn hng mnh- vn ho kinh doanh ngn hng.

Marketing ngn hng thuc loi hnh Marketing quan h (3)

Marketing quan h i hi b phn Marketing phi xy dng c nhng mi quan h bn lu, tin tng ln nhau v cng c li cho c khch hng v ngn hng bng vic lun gi ng nhng cam kt, cung cp cho nhau nhng sn phm dch v cht lng vi gi c hp l{, tng cng cc mi quan h v kinh t, k thut, nng cao s tin tng gip nhau cng pht trin.

Marketing quan h t ra cho b phn Marketing cn tp trung mi ngun lc vo vic hon thin mi quan h trao i gia khch hng v ngn hng, c bit l duy tr khch hng hin ti, ng thi c nhiu bin php th ht khch hng tng lai. Kt qu ln nht ca Marketing quan h l m bo cho hot ng ca ngn hng c xy dng trn c s ca cc mi quan h kinh doanh tt. l s hiu bit, tin tng, s ph thuc ln nhau v h tr nhau cng pht trin bn vng.

2.3 Khi nim v chu kz sng ca sn phm (Concept of the product life cycle)

2.3.1 Khi nim

Khi nim ny c gii thiu mt cch tm tt phn trc. Trc , chng ta ghi nhn rng, nhng sn phm u c nhng chu kz sng ca chng. Chu kz sng ca sn phm c chia lm 5 bc: Gii thiu; Tng trng; Trng thnh; Suy gim; V c th dit vong. S thnh cng ca mt x nghip trn th trng c th b nh hng mt cch ng k bi kh nng hiu bit v qun l chu kz sng ca sn phm ca x nghip .

Chu kz sng ca sn phm c th c th hin bi ng cng doanh s v ng li nhun. Hnh dng ca 2 ng ny s khc nhau cho mi sn phm. Tuy nhin, hnh dng c bn ca 2 ng v mi quan gia chng ni chung l ging nhau. di ca chu kz sng cng khc nhau gia cc sn phm. N s ko di trong mt vi tun hoc l mt ma ngn, cng c th ko di trong mt vi thp k.

Nhng bc ca chu kz sng gn nh bng nhau, mc du thc t n khng phi vy. Nhng bc khc nhau trong bt kz chu kz sng no c a ra thng ko di trong nhng khong thi gian khc nhau. Cng vy, s ko di ca mi bc s khc nhau gia nhng sn phm khc nhau. Mt s sn phm tri qua nhiu nm trong giai on gii thiu, trong khi mt s sn phm khc ch tri qua trong mt vi tun. Hn na, khng phi tt c sn phm no cng tri qua ht cc giai on ca chu kz. Mt s sn phm c th tht bi ngay giai on gii thiu, v mt s sn phm khc khng c gii thiu cho ti khi th trng giai on tng trng v trng thnh. Tuy nhin, trong hu ht cc trng hp s suy gim v kh nng b dit vong l khng th trnh khi (inevitable), bi v nhu cu cho sn phm khng cn na; mt sn phm tt hn hoc r hn c a ra lm tha mn cng mt nhu cu; hoc l i th xc tin lm th trng mnh m hn.

2.3.2 Nhng c im ca mi giai on (characteristics of each stages)

Vn kh quan trng cho cc nh qun l l vic nhn ra sn phm ca h ang giai on no trong chu kz sng, mt thi im c a ra. Mi trng cnh tranh v nhng chin lc marketing tng hp thng s khc nhau trong mi giai on.

Giai on gii thiu Sut giai on u tin ca chu kz sng, sn phm c tung vo th trng vi chng trnh marketing v s sn xut hon chnh. i qua nhng bc phi thai ca vic nh gi { kin, v trc nghim th trng. Sn phm ny c th l mi. Hoc l, sn phm c th c bit nhng c mt c im mi hay c thm vo trong giai on gii thiu. Hoc l, n c th c chp nhn mt s khc th trng, nhng trong giai on u ca nhng khc th trng khc. T l tht bi ca sn phm trong giai on ny th cao. Bi chi ph cao, cng doanh s thp, thit hi cao, v s phn phi hn ch. Theo kinh nghim, giai on ban u ny l giai on tn km v ri ro nht. Tuy nhin, thc t i vi nhng sn phm mi, c rt t s cnh tranh. Chng trnh chiu th c to ra kch thch nhu cu trc tin, v ch yu l nhn mnh loi sn phm.

Giai on tng trng Trong giai on tng trng, hoc giai on c th trng chp nhn, c doanh s v li nhun u tng tc nhanh. Nhng i th cnh tranh tham gia vo th trng cng ng nu nh trin vng li nhun c bit hp dn. Nhng ngi bn chuyn ti mt chin lc chiu th

cho vic mua sn phm hn l th sn phm. S th trng tiu th tng ln, gi c c th i xung mt t.

Giai on trng thnh Sut thi gian u ca giai on ny, doanh s tip tc tng ln, nhng mt tc gim dn. Trong khi doanh s ang c n nh (leveling off), th li nhun ca nh sn xut v nhng nh bun l gim xung. S cnh tranh gi c tr nn gay gt hn. Nh sn xut gnh vc mt phn ln hn cho nhng c gng chiu th chung trong vic u tranh duy tr nhng ngi bn v nhng sn phm trong ca hng ca h. Nhng kiu mu mi c gii thiu khi nh ch to m rng nhng tuyn sn phm ca h, v doanh s trong thng mi tr nn ng ch {.

Giai on suy gim v c th dit vong Tht s i vi tt c nhng sn phm th s c i l khng th trnh khi khi nhng sn phm mi bt u chu kz sng ca chng, v s thay th cho nhng sn phm c. S kim sot chi ph tr nn cng quan trng khi nhu cu gim xung. Qung co gim xung, v mt s i th cnh tranh rt ra khi th trng. Sn phm c b dit vong hay khng, hoc l nhng ngi bn c th cu sng c sn phm hay khng, tuz thuc vo kh nng qun l ca x nghip.