Chng 3: GII PHP TNG CNG HUY NG VN TI NGN HNG SI GN CNG THNG CHI NHNH H NI 3.1.

. nh hng tng cng huy ng vn ti ngn hng Si Gn Cng Thng chi nhnh H Ni 3.1.1. nh hng pht trin ngn hng Si Gn Cng Thng chi nhnh H Ni 3.1.2. nh hng tng cng huy ng vn ti ngn hng Si Gn Cng Thng chi nhnh H Ni 3.2. Gii php tng cng huy ng vn ti ngn hng Si Gn Cng Thng chi nhnh H Ni 3.2.1. Nng cao hiu qu chnh sch khch hng 3.2.2. M rng mng li giao dch v nng cao cht lng phc v 3.2.3. Nng cao cht lng ngun nhn lc 3.2.4. a dng ho hnh thc huy ng vn 3.2.5. Pht trin cc hot ng dch v lin quan n huy ng vn ca ngn hng 3.2.6. Thc hin chnh sch li sut linh hot 3.2.7. Hin i ho cng ngh, nng cao c s vt cht, k thut cho chi nhnh 3.2.8. Tng cng hot ng Marketing ngn hng 3.3. Mt s kin ngh 3.3.1. i vi ngn hng nh nc Vit Nam 3.3.2. i vi Chnh phCC BIN PHP NHM TNG CNG HUY NG VN CA CC NGN HNG TRN A BN PHC V PHT TRIN KINH T - X HI THNH PH NNG
MEASURES AIMED AT ENHANCING CITY BANKS CAPITAL MOBILIZATION FOR DANANG CITYS SOCIO-ECONOMIC DEVELOPMENT

H HU TIN Trng i hc Kinh t, i hc Nng

TM TT Huy ng vn m bo cho nhu cu kinh doanh cho chnh mnh, ng thi p ng nhu cu vn u t cho nn kinh t lun l mc tiu hng u trong chin lc kinh doanh ca cc ngn hng. Cc ngn hng Nng - mt thnh ph ang phn u tr thnh ng lc cho vng kinh t trng im min Trung v Ty nguyn, cn c lng vn u t rt ln phc v cho qu trnh pht trin, cn phi n lc ht mc gp phn c lc vo qu trnh ny. ABSTRACT Mobilizing capital not only ensures business requirements for enterprises but also meets the needs of investment capital for an economy, which is a primary objective of the banks business strategy. The banks of Danang, the city that is striving to become an active force for the Central Vietnams and highlands key economy and that needs huge capital for development, should make great efforts in contributing actively to this development process.

Nng va c Chnh ph cng nhn l th loi 1. xng tm l thnh ph ht nhn, ng lc cho c vng kinh t trng im min Trung v Ty nguyn, ng b, chnh quyn v nhn dn Thnh ph hoch nh chin lc pht trin kinh t - x hi, i hi nhiu n lc c gng. t c nhng mc tiu trong chin lc, giai on 2001-2010, Thnh ph cn ngun vn u t rt ln 95.762 t ng, bnh qun mi nm cn ti hn 9500 t ng (giai on 2001-2005 cn 32.658 t ng, giai on 2006-2010 cn 63.100 t ng), trong vn u t trong nc d kin phi t c 50.371 t ng. Nhng nm qua, tnh hnh thc hin vn u t trong nc ti Thnh ph t c nhng kt qu kh quan, song vn cha p ng nhu cu. Trong giai on 1997-2002 vn u t trong nc ch t c 9338 t ng. Do Thnh ph cn phi n lc thc thi cc gii php hu hiu thc y mnh m pht trin cc knh dn vn, khi thng cc ngun ti chnh tim nng, c trong v ngoi phm vi Thnh ph. Trong phm vi bi vit ny, chng ti xin trao i v mt s bin php thc y cng tc huy ng vn ca cc ngn hng trn a bn. 1. Thc trng huy ng vn ca cc ngn hng trn a bn Thnh ph Nng n cui nm 2003, trn a bn Thnh ph c n 18 chi nhnh ngn hng cp 1 vi 59 im giao dch. Mng li rng khp to thun li cho cc c nhn, t chc thuc mi thnh phn kinh t v tng lp dn c tip cn ngun vn v dch v ngn hng . Theo tin trnh hin i ho ngn hng , hu ht cc chi nhnh ngn hng trn a bn ang thc hin qu trnh i mi cng ngh vi nhng mc khc nhau, a dng ho sn phm v nng cao tnh tin ch... Ring trong cng tc huy ng vn, 5 nm qua, d cha theo kp tc tng trng ca d n, song cc ngn hng c rt nhiu n lc v t kt qu kh quan trong lnh vc ny. Nu cui nm 1999, tng ngun vn huy ng ti ch ca cc ngn hng ch c gn 2400 t ng, th n cui nm 2003 c gn 6.300 t ng, t tc tng trng bnh qun hng nm xp x 27%. Bng 1. Ngun vn huy ng ca cc ngn hng trn a bn Thnh ph Nng n v tnh : t ng

Nm \ Ch tiu 1999 2000 2001 2002 2003 1) Cc NHTM Nh nc 2071 2594 3546 4354 5246 2) Cc Ngn hng khc 316 485 706 816 1044 Tng s 2391 3079 4252 5170 6290 + 22,2 +28,8 +38,1 +31,6 +21,7 Tc so nm trc (%) Ngun : Bo co 5 nm hot ng ngn hng thnh ph Nng 1999- 2003 Kt qu ny xut pht t mt s nguyn nhn ch yu sau : - Mng li kh dy cc chi nhnh v im giao dch ca cc ngn hng to thun li cho ngi dn tip xc giao dch vi ngn hng . - Do s pht trin ngy cng mnh m ca h thng thng tin truyn thng, n lc ca cc ngn hng trong cng tc qung b gii thiu sn phm, c bit l cc sn phm mi khin ngi dn hiu bit nhiu hn v h thng ngn hng , cng c nim tin, to s yn tm ca cng chng khi gi tin v giao dch vi ngn hng . - S cnh tranh gia cc ngn hng trn a bn th hin ngy cng r. Mi ngn hng u c to ra nhng li th ring nhm hp dn, thu ht khch hng mnh m hn, thng qua cc bin php : li sut linh hot, a dng ho sn phm huy ng, nng cao tnh tin ch ca sn phm ....iu ny lm cho cng chng hng v ngn hng nhiu hn, to ra nhiu c hi la chn cho cng chng ph hp vi c im thu nhp, chi tiu v tit kim ca h. Li ch ca cng chng ngy cng tt hn qua quan h giao dch vi ngn hng . Khng ch cc chi nhnh ngn hng thng mi Nh nc vi uy tn v th mnh vn c, cc chi nhnh ngn hng thng mi c phn cng ang ngy cng cng c v th ca mnh trong th phn tin gi. Nm 2003, nhng ngn hng ny huy ng c hn 1000 t ng, chim 16,60 % tng ngun vn huy ng ti ch ca cc ngn hng trn a bn. - Cc ngn hng n lc c gng a dng ho sn phm huy ng v nng cao tnh tin ch cc sn phm huy ng. Vi s h tr ca chi nhnh Ngn hng Nh nc Thnh ph, cc ngn hng hon thin v nng cao dn cht lng dch v thanh ton. Ngoi cc hnh thc huy ng vn trong dn c truyn thng nh tit kim khng k hn, tit kim nh k, pht hnh k phiu, tri phiu, mt s ngn hng a vo kinh doanh nhng sn phm tit kim mi nh tit kim bc thang, tit kim tch lu; tng cng cng tc khuyn mi nh d thng, tng qu... nn duy tr c tc tng trng cao v kh u n i vi ngun vn huy ng. c bit trong 3 nm gn y, mt s ngn hng trn a bn y mnh dch v th, nht l th ATM. Vo nm 1997 ch c 3828 ti khon c nhn, th n thng 12/2003 con s ny l 26481 ti khon vi s d gn 155 t ng, bnh qun gn 6 triu ng / 1 ti khon. Cc ngn hng pht hnh 15.300 th ATM vi 15 my ATM c b tr ti cc a im thun tin trn a bn Thnh ph. Trn c s , mt vi ngn hng bt u trin khai cc dch v chuyn tin, mobile banking, thanh ton ... qua th ATM to tnh hp dn v bc u thu ht c mt s n v c quan tr lng qua ti khon c nhn..v.v... Th nhng cng tc huy ng vn ca cc ngn hng trn a bn cn gp nhiu kh khn v hn ch. C th im qua mt s vn c bn : - Trong thi gian qua, th trng bt ng sn, vng c nhiu bin ng, ng thi cn nhiu knh huy ng vn khc nh kho bc, bu in, bo him, cng tri gio dc, tri phiu chnh ph ... nn cng chng c nhiu c hi s dng i vi ngun tin ca mnh. - Vn huy ng trn 12 thng n cui nm 2003 ch t c1910 t ng, chim 30,4 % tng ngun vn huy ng, song gim 23% so vi nm trc, ch p ng c khong 50 % nhu cu. R rng cc ngn hng ch yu vn ch huy ng c ngun vn ngn hn. y

mnh tng trng ngun vn huy ng di hn p ng nhu cu u t ca nn kinh t Thnh ph vn l vn nan gii. - Cc ngn hng vn cha hoch nh chin lc huy ng vn tht s r rng v ph hp. B phn marketing ca cc ngn hng phn nhiu ch trng n khch hng vay vn v khch hng s dng cc dch v ti chnh, cha quan tm ng mc n i tng khch hng tin gi, nht l khch hng tin gi c nhn. Cc sn phm huy ng ca ngn hng vn cha tht s a dng, tnh tin ch vn cha cao; d rng cc ngn hng c nhng n lc nht nh theo hng ny. Xt theo gc li ch khch hng, cc ngn hng cn phi i x vi khch hng tin gi ging nh vi khch hng i vay, ngha l theo c ch tho thun. Chng hn cc qui nh c tnh khun kh ca hnh thc tit kim k hn: gi mt ln, tr gc li mt ln, c rt trc hn nhng khng c rt tng phn, cc k hn c qui nh cng nhc... c th ch ph hp vi mt s khch hng, song chc chn khng ph hp vi nhng khch hng khc vn a dng v ngun thu nhp, chi tiu v mong mun. Nhng kh khn v hn ch nu trn khin cho cc ngn hng kh cn i gia ngun vn huy ng ti ch v d n cho vay. Nu gi nh t l d tr bnh qun ca cc ngn hng, bao gm c d tr bt buc v d tr kinh doanh l 10%, c th c tnh mc p ng ca vn huy ng ti ch i vi d n cho vay qua bng sau: Bng 2. Mc p ng ca vn huy ng ti ch i vi d n cho vay ca cc ngn hng trn a bn Thnh ph Nng Nm 1999 2000 2001 2002 Ch tiu 1- NV huy ng (t ng ) 2391 3079 4252 5170 2- NV huy ng sau khi tr d 2151,9 2771,1 3826,8 4653 tr (t ng) (2)= (1) x 90% 3- D n cho vay (t ng ) 3185 4239 5464 7373 4- TL p ng (%) (4)=(2)/(3) 67,56 65,37 70,04 63,11 Ngun: Bo co Ngn hng Nh nc Thnh ph Nng 2003 6290 5661 9241 61,26

2. Cc bin php tng cng huy ng vn ca cc ngn hng trn a bn phc v pht trin kinh t - x hi Thnh ph Nng Th nht, chi nhnh Ngn hng Nh nc Thnh ph cn tng cng s ch o tch cc, h tr mnh m cho cc ngn hng trn a bn.Chng hn lin kt vi cc phng tin truyn thng ca Thnh ph xy dng mt vi chng trnh nh k, gii thiu di nhiu hnh thc khc nhau, nhng i mi ca h thng ngn hng gip cng chng hiu, bit r, dn tip cn, cng c lng tin v giao dch vi ngn hng. Hoc Ngn hng Nh nc c nhng hnh thc khuyn khch cc ngn hng t cn i c vn ti ch... Th hai, mi ngn hng phi hoch nh mt chin lc huy ng vn kh thi v ph hp vi nhu cu u t ca nn kinh t Thnh ph, trong c bit ch trng n ngun vn trung di hn bng cc gii php tch cc v khn trng. Th ba, b phn makerting ca mi ngn hng cn c nhng chnh sch c th i vi khch hng tin gi, tin hnh nhng iu nghin cn thit i vi b phn th trng ny; nm bt c im thu nhp, chi tiu v mong mun ca tng nhm khch hng c cc hnh thc v bin php tip cn, pht trin quan h thch hp. Th t, tng ngn hng tip tc qu trnh i mi cng ngh, tn dng ti a nhng u th m cng ngh mi mang li. Trong qu trnh chuyn i, tuyt i khng nhng sai st nhm ln ny sinh nh hng n li ch hp php ca ngi gi tin, gy mt lng tin ni h, to d lun khng tt v ngn hng. Tt nhin mi nhn vin ngn hng cn c thi

gian nht nh thch ng vi cng ngh mi, gii chc lnh o cc ngn hng cn c nhng bin php ng vin, khuyn khch gip , thm ch c i hi, tng nhn vin phi n lc ht kh nng sm thch nghi. Th nm, cc ngn hng nn tip tc a dng ho sn phm huy ng, nng cao hn na tnh tin ch thng qua cht lng v tnh a dng ca sn phm. V lu di, cc ngn hng phi t c mc tiu: bt k c nhn t chc no c ngun tin cha s dng, u c th tm kim ngn hng mt loi hnh huy ng no ph hp vi mong mun ca h. Ring i vi hnh thc huy ng tit kim k hn truyn thng, cn c nhng sa i theo hng linh hot: cho php khch hng rt tin trc hn tng phn, tr li nh k vi nhng mn gi ln, khch hng c quyn la chn k hn bt k trong gii hn k hn ti a ca ngn hng v.v. Th su, cc ngn hng tng nn sm cho php cc chi nhnh trn a bn thc hin mt s sn phm m ngn hng tng lm, chng hn dch v u t t ng vi nhng khch hng c s d tin gi giao dch ln, to iu kin cho cc chi nhnh a dng ho sn phm. Th by, v lu di Chnh ph, Ngn hng Nh nc v U ban chng khon quc gia cn c nh hng v gii php cho qu trnh hnh thnh v pht trin th trng chng khon Nng, to iu kin cho dch v i l chng khon ca cc ngn hng trn a bn pht trin mnh. Qua s hnh thnh mt knh huy ng vn mi nhiu tim nng cho cc ngn hng. Th tm, Chnh quyn Thnh ph cn c nhng chnh sch h tr cn thit cho h thng ngn hng trn a bn, nh hng qung b thng tin ngn hng trn cc phng tin thng tin i chng, x l nghim khc nhng trng hp la o qua ngn hng v.v. Tm li, hot ng ca h thng ngn hng lun to ra nhng knh dn vn ht sc quan trng i vi nn kinh t, d bt k phm vi no. p ng c nhu cu vn cho s nghip pht trin kinh t - x hi Thnh ph, cc ngn hng trn a bn phi c gng v n lc nhiu hn na. TI LIU THAM KHO [1] [2] [3] Hc vin Ti chnh, S Ti chnh Thnh ph Nng, Ti liu Hi tho khoa hc Mt s gii php huy ng vn u t trong nc nhm pht trin kinh t-x hi Thnh ph Nng n nm 2010, 2004. Ngn hng Nh nc Nng, Bo co 5 nm hot ng ngn hng Thnh ph Nng 1999-2003, 2004. U ban nhn dn Thnh ph Nng, Chin lc pht trin kinh t-x hi Thnh ph Nng 2001-2010.