TI: GII PHP MARKETING HON THIN SN PHM DCH V TI NGN HNG C PHN THNG MI QUN I

1. 1.1.

GII THIU V NGN HNG C PHN THNG MI QUN I LCH S HNH THNH V PHT TRIN PHNG CHM HOT NG S THNH CNG H THNG- PHN TCH- NH GI DANH MC SN PHM DCH V H THNG PHN TCH NH GI

1.2. 1.3. 2. 2.1 2.2 2.3

3. CC GII PHP MARKETING HON THIN SN PHM DCH V:

LI M U

Marketing c s dng rng ri trong cc ngnh sn xut vt cht t cui th k 19 v pht trin kh nhanh chng. n th k 20, Marketing bt u thm nhp vo lnh vc ngn hng. Vi s pht trin kinh t nh ngy nay, vai tr ca ngn hng thng mi rt quan trng, n c xem l mch mu ca nn kinh t. Trong thi gian u, cc nh kinh doanh ngn hng t quan tm n cng tc Marketing tip th n khch hng sn phm v dch v ca mnh. Trong mi trng kinh doanh cnh tranh khc lit nh hin nay th cc ngn hng thng mi mun duy tr v pht trin th phi c s chuyn i trong cch thc hot ng ca mnh. Gn y s lng ngn hng thng mi tng ln th cc chin lc thu ht khch hng v vi mnh lin tc c tung ra. Nhng cuc chin dnh th phn ngy cng khc lit. Do vy vic xy dng v ci tin cc chng tnh Marketing cho ph hp, c bn sc ring cho cc sn phm dch v ca mnh l iu rt quan trng.

1. GII THIU V NGN HNG C PHN THNG MI QUN I:

1.1 Lch s hnh thnh v pht trin:

Hi s v S giao dch: S 3 Liu Giai, Ba nh, H Ni C ng chnh ca MB: - Ngn hng TMCP Ngoi thng Vit Nam; - Tng Cng ty Vin thng Qun i; - Tng Cng ty bay dch v Vit Nam. Mng li cc knh giao dch truyn thng v hin i ca MB bao gm: - 103 im giao dch, 250 my ATM v 1.100 POS; - Knh giao dch internet eMB: https://ebanking.mbbank.com.vn; - Knh giao dch qua in thoi di ng: dch v lin kt vi Viettel - Bankplus Cng ty c trn 50% vn c phn do MB nm gi: - Cng ty C phn Chng khon Thng Long; - Cng ty C phn Qun l Qu u t MB; - Cng ty Qun l ti sn Ngn hng Qun i; - Cng ty C phn a c MB Ngn hng thng mi c phn Qun i c thnh lp v i vo hot ng vo nm 1994 theo quyt nh ca nh nc. Trong nhng nm qua MB lun c s tng trng vng vng. Vi mc tiu xuyn sut c xc nh l s tr thnh mt trong nhng ngn hng TMCP hng u Vit Nam, MB pht trin t mc vn iu l ban u l 20 t VND nm 1994 n mc vn ch s hu gn 7.300 t tnh n nm 2010 Cc sn phm ca MB khng ngng c a dng ha theo hng hon thin v pht huy dch v truyn thng kt hp vi dch v hin i nh: h thng thanh ton qua th, internet banking, mobile banking. Dch v MB lun lun c ci thin mang li cho khch hng khng nhng hiu qu cao v ti chnh m cn s an tm tuyt i. Ngn hng MB v Ngn hng Ngoi thng Vit Nam( Vietcombank) tha thun cng hp tc cng nhau gp vn lp cng ty, lp cc lin minh tm thi, cng u t vo thc hin d n cng nh mt s hot ng u t khc. Ngoi ra, cng s hp tc trong lnh vc ti tr thng mi, thanh ton quc t, vn v tn dng, o to. Hin nay, huy ng vn ca Ngn hng cng xp x 70.000 t ng, d n l hn 51.000 t ng, s cn b, cng nhn vin ln ti hn 3.600 ngi, cha k s lao ng

ang lm vic trong cc cng ty trc thuc ngn hng. Ngn hng ang c 144 im kinh doanh v d kin n ht nm 2011 s l 190 im. Ngn hng Qun i cng m chi nhnh ti Lo v sp ti l Cam-pu-chia. y s l c s chng ti tip tc to thng hiu ca Ngn hng Qun i trong xu th hi nhp quc t. Trong tng s 7.300 t ng vn iu l th cc ngn hng, doanh nghip nh nc ln chim 47%. Trong , vn ca ring cc doanh nghip qun i l khong 37%, bao gm cc Tng cng ty ln qun i nh Tp on Vin thng Qun i (Viettel), Tng cng ty Tn Cng, Tng cng ty Bay trc thng, Tng cng ty May 28, Tng cng ty Than ng Bc v mt s doanh nghip thuc Tng cc Cng nghip quc phng. Hi ng qun tr hin nay c 7 thnh vin, trong c 6 thnh vin l ca qun i. 1.2 Phng chm hot ng: n nay qua 17 nm hot ng hai t ghp MB tr thnh mt thng hiu ni ting ca ngn hng thng mi c phn Qun i. T mt ngn hng ban u ch c 25 thnh vin vi duy nht mt im giao dch l hi s chnh, nay ngn hang TMCP MB l mt trong 4 ngn hng TMCP hng u Vit Nam. Gp phn to nn s thnh cng ca MB l ngay t khi thnh lp, ban lnh o xc nh r mc tiu, tm nhn cng phng chm chin lc cng nh gi tr ct li ca n v mnh. iu c th hin nh sau: Tm nhn: Tr thnh mt trong nhng ngn hng tt nht Vit Nam, hng ti v tr trong top 3, vi nh v l mt ngn hng cng ng, c i ng nhn vin thn thin v im giao dch thun li. Phng chm chin lc: Tng trng mnh, to s khc bit v bn vng bng vn ha k lut, i ng nhn s tinh thng v nghip v, cam kt cao v c t chc khoa hc. Gi tr ct li: Gi tr ca MB khng nm ti sn m l nhng gi tr tinh thn m mi thnh vin MB lun coi trng v pht huy bao gm 6 gi tr c bn: Tin cy - Hp tc -Chm sc khch hng - Sng to - Chuyn nghip - Hiu qu. 1.3. Nhng thnh cng ca ngn hng TMCP Qun i: Nm 2010: Gii Sao vng t Vit Gii Thng hiu Chng khon uy tn Gii thng hiu mnh

Nm 2011: Gii 500 doanh nghip tng trng mnh nht Vit Nam Gii Tin v Dng Gii thng thanh ton quc t xut sc do HSBC trao tng Top 20 thng hiu ni ting nht Vit Nam 2. H THNG - PHN TCH - NH GI DANH MC SN PHM DCH V CA NGN HNG TMCP QUN I: 2.1. H thng danh mc sn phm: 2.1.1 DANH MC SN PHM DCH V C NHN:

Tn dng

Tin gi

Dch v chuyn tin - Dch v chuyn tin nhanh WU - Dch v chuyn tin kiu hi online eMB-REMIT - Dch v chuyn tin t Hn Quc v Vit Nam - Dch v chuyn tin quc t qua h thng SWIFT

Th

Ngn hng in t - eMB - eSaving +/ Ti khon in t

- Cho vay mua, - Tin gi tit kim xy dng, sa khng k hn cha nh, t +/ Tin gi thanh - Cho vay mua ton cn h, nh, t d n +/ Tit kim khng - Cho vay mua k hn t - Cho vay sn xut kinh doanh - Tin gi tit kim c k hn - Cho vay ng tin bn chng +/ Tit kim khon truyn thng - Cho vay cm c giy t c gi +/ Tit kim theo - Cho vay thu thi gian thc chi gi - Cho vay tn chp +/ Tit kim rt - Vay du hc gc tng phn - Cho vay c phn ha - Tin gi tit kim c th +/ Tit kim tch

- Th Active Plus - Th Bankplus MB Visa

- Th MB Private/ MB - Bankplus VIP +/ Th MB Private: +/ Th MB VIP: - Th New Plus - Th Sinh vin

- Dch v thanh ton trc tuyn

ly dnh cho CBCNV ca DN ln

2.1.2 DANH MC SN PHM CA KHCH HNG DOANH NGHIP Tin gi - Tin gi thanh ton - Tin gi c k hn - Tin gi c k hn rt gc tng phn Qun l tin t - Qun l vn lu ng - Qun l cc khon phi thu - Qun l cc khon phi tr - Qun l nhm ti sn - Qun l vn tp trung - Dch v khc Cho vay Bo lnh Thanh ton quc t -Chuyn tin ra nc ngoi - Nhn tin t nc ngoi - Nh thu - Th tn dng - Bo lnh nhn hng theo L/C Th trng tin t v th trng vn - Sn phm ngoi hi - Sn phm hng ha phi sinh - Sn phm ti chnh phi sinh - Sn phm th trng vn Ngn hng in t - eMB - eMBlink Sn phm lin kt Sn phm lin kt

- Cho vay Bo ngn hn lnh - Cho vay trung di hn - Bao thanh ton

2.1.3 DANH MC SN PHM CA KHCH HNG NH CH:

Dch v ngn hng i l Dch v ngn hng i l

Th trng ti chnh - Sn phm th trng vn - Sn phm ngoi hi v th trng tin t - Sn phm cng c n

2.1.4 DANH MC SN PHM CA MB PRIVATE: Dch v u t - Dch v lin kt u t chng khon - Dch v t vn y thc u t - Dch v t vn u t tri phiu 2.2 Phn tch danh mc sn phm: Qua h thng trn, c th thy rng danh mc sn phm dch v ca MB kh a dng, phong ph c th p ng c tng nhu cu, vn ca nhng khch hng khc nhau. Trong c mt s sn phm c trng l: */ Tn dng: Nhm sn phm Tn dng gm nhng sn phm vay l ch yu, gm 5 sn phm vi vay tiu dng, vay sn xut kinh doanh, vay mua t, vay du hc, vay ti chnh. Trong nhng sn phm vay c nhng phng n ring dnh p ng cho tng khch hng vi nhiu nhu cu khc nhau. C th: - Vi sn phm vay tiu dng: khch hng l nhng c nhn hay gia nh c nhu cu tiu dng nhng khng c kh nng v ti. H c th la chn nhng phng n trong kh nng nh: + Vay c ti sn th chp cho php c vay vi khon tin ln n 100% gi tr ca cc loi giy t c gi ang s hu nh th tit kim, chng ch tin gi, tri phiu, tn Dch v bo Dch v ngn hng - Dch vu ti khon thanh ton MB VIP - Dch v th - Dch v tin gi - Dch v tn dng Cc dch v khc - Dch v thm - Dch v t vn

him - Bo him nhn th - Bo him phi nhn th

phiu, Th tc vay vn c gin lc ti a , thm na, chng ti mun bn hon ton an tm v giy t c gi ca bn s c bo ton khi ct gi ti MB. + Vay tn chp: Khng cn ti sn th chp, khng cn cng ty bo lnh, bn c h tr n hng trm triu ng. Thi hn cho vay c th ln n 48 thng vi th tc ban u cc k n gin! Ngoi ra, khch hng ton quyn ch ng trong qu trnh thanh ton. +Vay thu chi: s gip bn gii quyt c nhng chi ph pht sinh nm ngoi d ton k hoch ca mnh hoc s tin trong ti khon khng th p ng c nhng chi ph pht sinh mt cch nhanh chng, phng n ny cho php s dng mt s tin vt hn s tin trong ti khon thanh ton ca mnh vi hn mc thu chi ti a ln n 150 triu. - Vi sn phm vay sn xut kinh doanh: lm ch mt c nghip l gic m ca bt k ai. n vi sn phm ny, khch hng s c c hi c h tr n 80% nhu cu vn, thi hn ti a l 120 thng, th tc n gin. Ngoi ra, MB c nhng phng thc vay vn v tr n linh hot nh tr gp, tr cui k, tri li trn d n gim dn. Khch hng c th la chn mt trong nhng phng thc cho ph hp vi kh nng v iu kin ca mnh. - Vi sn phm vay mua t, vay mua nh, t: khch hng l nhng c nhn hay gia nh mong mun c mt ngi nh, mt chic xe phc v tt cho cuc sng ca h v gia nh. n vi nhng sn phm ny khch hng c vay u i t 80%- 95% vn yu cu v c s dng chnh ti sn vay mua lm ti sn m bo. - Vi sn phm vay du hc: sn phm ny s gip cho nhng khch c c m mun u t cho con em mnh c ra nc ngoi hc tp. Hiu c iu MB s h tr mc vay ti a l 95% nhu cu vn nu chng minh c kh nng ti chnh, v 80% nhu cu vn nu thanh ton chi ph du hc trong thi hn vay ti a l 120 thng. Ngoi ra vi phng thc thanh ton chi ph du hc thi MB s thanh ton trong vng 10 nm. */ Th: Cc sn phm th ca ngn hng cng kh a dng v hiu qu; gm c 6 sn phm: Th Th Active Plus, Th Bankplus, MB Visa , Th MB Private/ MB VIP , Th New Plus, Th Sinh vin. - Th Active Plus: Th Active Plus l th ghi n ni a do MB pht hnh, cho php ch th thc hin giao dch th trong lnh th Vit Nam v trn phm vi s d tin gi trong ti khon tin gi ca ch th m ti MB. S dng dch v ny khch hng c th rt tin mt

ti hn 8,000 my ATM c logo Banknetvn, Smartlink v VNBC trn ton quc, c s dng dch v ngn hng hin i: HomeBanking, eMB, Mobile Banking,, thanh ton trc tuyn qua cc website: Baokim.vn, pay.zing, vio.com.vn. Ngoi ra, khch hng c th s dng tin trc tip t ti khon tin gi thanh ton, ch ng hn trong chi tiu v dch v khch hng hot ng lin tc 24/7. - Th Bankplus: Th Bankplus sn phm th ghi n ni a lin kt gia Tp on Vin thng Qun i Viettel v MB. Th c in trc cha c thng tin khch hng, thng tin khch hng c cp nht sau khi KH ng k pht hnh th Bankplus.Tn in trn b mt th: Khch hng Bankplus. Mi khch hng s dng dch v BankPlus ch c s hu 01 th Bankplus. S dng dch v th ny khch hng c th rt tin mt ti hn 8,000 my ATM c logo Banknetvn, Smartlink v VNBC trn ton quc, thanh ton cc vin thng Viettel v thanh ton hng ha, dch v do Viettel cung cp v cc tin ch khc nh th Active Plus. - MB Visa: MB Visa Credit loi th thanh ton quc t mang logo ca T chc Th Quc t Visa do MB pht hnh cho Khch hng, cho php Khch hng s dng th giao dch trong phm vi hn mc tn dng c Ngn hng cp ti cc n v chp nhn th v ATM c trng by logo Visa ti Vit Nam v trn ton th gii. Th tn dng Quc t Visa do MB Pht hnh gm 02 hng:

Hng th Vng (Gold) Hng th Chun (Classic)

Thi hn s dng th 03 nm i vi c th Gold v Classic. Thi gian gia hn th 02 nm. Khi ht thi hn s dng th, nu khch hng c nhu cu tip tc s dng th ch th phi lm th tc MB xem xt gia hn th. - Th MB Private/ MB VIP

+/ Th MB Private: L th pht hnh ring cho cc i tng Khch hng Super VIP theo quy nh ca MB. Ch th MB Private c hng cc chnh sch u i v chm sc c bit theo quy nh ca MB. +/ Th MB VIP: L th ghi n ni a pht hnh ring cho cc i tng Khch hng VIP v VIP tim nng theo quy nh ca MB. Ch th MB VIP c hng cc chnh sch u i v chm sc c bit theo quy nh ca MB. Th c thi gian s dng 1 nm. - Th New Plus: Th New Plus l th tr trc ng thng hiu c pht hnh theo s tha thun gia MB v Cng ty Tn Cng Si Gn, nhm phc v cho vic thanh ton ph logistic ti cng Tn Cng. Mi khch hng c th s hu nhiu th New Plus.Sn phm gm 02 loi th: Th tr trc xc nh danh tnh (th tr trc nh danh) v th tr trc khng xc nh danh tnh (th tr trc v danh)

Th tr trc v danh: S d trn mt th tr trc v danh khng c vt qu nm triu ng Vit Nam, ch c np tin 1 ln. Th tr trc nh danh: S d trn mt th tr trc nh danh ty thuc vo s tin khch hng np vo ti khon th tr trc, c np tin nhiu ln.

Th Sinh vin: Th Sinh vin l mt dng sn phm ca th Active Plus, c tnh nng v hn mc ca th Active Plus.Th c chc nng ca mt th ngn hng v c chc nng ca th sinh vin.Ch pht hnh th chnh, khng pht hnh th ph v ch c mt hng th duy nht dnh cho sinh vin l hng th chun tng ng vi hng Diamond ca th Active Plus. Thi gian hiu lc ca th l 4 nm. */ MB Private: Hng n phc v i tng khch hng c nhn c ngun tin nhn ri v ti sn ln, dch v Ngn hng c nhn cao cp gm b 8 sn phm MB Private c thit k nhm p ng ton din nhu cu ti chnh cho mi khch hng trong tng giai on ca cuc i. T , gip cho khch hng t c cc mc tiu ti chnh, gia tng li nhun lin tc, bo ton vn v tch ly cho th h sau mt cch hiu qu nht. Khch hng s

dng MB Private c phc v trong khng gian sang trng, m cng cng i ng nhn s cao cp v chuyn bit gia khi kinh doanh (gim c quan h khch hng, tr l gim c quan h khch hng) v pht trin sn phm trong nhiu lnh vc nh ngn hng, chng khon, bo him, qu u t... ng ch , bn cnh nhng sn phm dch v ngn hng truyn thng nh qun l ti khon giao dch, th tit kim, tn dng, MB Private cn cung cp cho khch hng nhng sn phm u t nh: dch v y thc u t, chng khon, t vn u t tri phiu v t vn cc gii php ti chnh lin quan n bo himRing vi cc i tc lin kt, hp tc vi MB, MB Private s u i i vi cc dch v du lch, ngh ngi, mua sm trong h thng cc i tc ca MB Private vi cc chnh sch u i c bit, nh: gim 5% khi khch hng MB Private s dng dch v trc thng ca Cng ty Bay dch v min Bc; gim 20% khi khch hng MB Private s dng dch v ca Thu Cc Spa; gim hn 50% khi khch hng giao dch chng khon ti Cng ty chng khon Thng Long. Danh mc : Dch v ngn hng c nhn cao cp: - Ti khon thanh ton VIP: Ti khon thanh ton MB VIP l ti khon tin gi thanh ton vi li sutkhng k hn cao vt tri, p dng cho tt c cc s d trong ti khon khch hng. - Th PRIVATE/ Th VIP: Cc sn phm th a dng cam kt p ng nhu cu thanh ton ti u cho Qu khch: th hi vin khch hng MB Private, th thanh ton quc t hn mc cao. Tuy dch v ny l rt kh quan, nhng y khng th coi l mt phn ca privatebanking trong thc t, m ch nn coi l mt hnh thc tm thi thu ht v gi chn khch hng, ng thi qung b cho ngn hng . Thc hin nhng mong mun bt thng ca khch hng thc cht n gin hn nhiu so vi vic lm sao a ra c nhng sn phm "n im" hn i th cnh tranh. M rng dch v km theo bng nng lc ca t chc khc cng ch l hnh ng c tnh cht cm n, v i hi ngn hng s khn kho trong giao tip vi khch hng. 2.3 nh gi danh mc sn phm:

Nhn chung danh mc sn phm ca MB kh a dng vi chiu di, chiu rng v chiu su, p ng c hu ht nhu cu ca khch hng tuy nhin vn cn mt s hn ch chng hn nh sn phm th. H thng ATM ca ngn hng hot ng cha tht s n nh dn n cc giao dch b li, khch hng b mt tin, giam tin,...Cc my ATM thng ht tin vo cc ngy ch nht v cc ngy cui thng. S lng my ATM ca ngn hng qu t, khng ng u gia cc khong cch a l, nhiu lc my ny h khch hng phi i n mt ni xa khong 10km mi c h thng my. Bn cnh kh nng kim sot ri ro trong th tn dng ca MB cha cao. Uy tn, hnh nh, s lng khch hng s dng th MB l thp so vi cc ngn hng khc. 3. CC GII PHP MARKETING HON THIN SN PHM DCH V: on u va phat huy li th t moi c hi MB nn khng ngng nghin cu, phat trin thm cc sn phm, dch v ti chnh tin ich, ap ng hiu qua moi nhu cu ca khch hng nh tin gi thanh ton, tit kim, cho vay; huy ng vn (nhn tin gi ca khch hng); s dng vn (cung cp tn dng, u t, gp vn lin doanh) bng ng Vit Nam, ngoi t; cc dch v trung gian (thc hin thanh ton trong nc, dch v ngn qu, chuyn tin kiu hi v chuyn tin nhanh, bo him nhn th qua ngn hng); thanh ton quc t v kinh doanh ngoi t Cung vi gia tng ngun vn, a dang hoa san phm dich vu, MB cung nn hon thin nng lc cung ng thng qua vic xy dng c mng li kinh doanh ph khp mt cch nhanh chng vi cc im giao dch ti khp cc tnh thnh trong c nc, tng bc chim linh thi trng. Quan trong hn, nhng quy trnh qun tr, quy trnh iu hnh, qun l ri ro. Ngn hang nn khng ngng nghin cu, hc hi t nhng m hnh thnh cng trn th gii p dng mt cach sng to, khoa hc vo ngn hng mnh, m bo hiu qua cung nh s pht trin bn vng c trong hin tai ln nhng chng ng v sau. Ngoi ra MB cng nn xy dng c mi quan h vi cc nh ch ti chnh khc, v d nh cc t chc th quc t (Visa, Master Card), cc cng ty bo him (Prudential, AIA, Bo Vit, Bo Long), chuyn tin Western Union, cc ngn hng bn (Banknet), cc i l chp nhn th, i l chi tr kiu hi, v.v thc hin mc tiu tng trng, MB cn quan h hp tc vi cc nh ch ti chnh v doanh nghip khc cng nghin cu pht

trin cc sn phm ti chnh mi v u vit cho khch hng mc tiu, m rng h thng knh phn phi a dng. Bn cnh cc gii php chung cho ngn hng, nhm chng ti cn a ra mt s gii php hon thin cc sn phm dch v ca MB m c th l gii php sn phm th: Tng s lng my ATM khch hng d dng giao dch vi ngn hng, gim khong cch a l gia cc my; M rng th phn s dng th cho cc khch hng lm nhng ngnh ngh khc nhau ch khng ch nhng khch hng qun i
-

Bo tr, bo dng thng xuyn khch hng khng phn nn v s thiu quan tm ca ngn hng n dch v th

B sung thm dch v gi tin trc tip qua my ATM

PHN KT LUN: C th ni rng, thng hiu c vai tr quyt nh n s tn ti v pht trin ca cc ngn hng, c bit trong thi k suy thoi kinh t ton cu. S v hng lot ca cc thng hiu ngn hng ln ti M trong thi gian va qua rt ra mt bi hc ln cho cc ngn hng mun tr vng c th song hnh cng nn kinh t vt qua im un ca chu k suy thoi l cc ngn hng trong h thng ngn hng Vit Nam cn xy dng thng hiu ca ngn hng mnh phi c im khc bit, nhn din cao, c quc t ha v truyn ti c nhng gi tr c o va ng lc va xoy thng vo c mun ca khch hng v y cng l nh hng quan trng trong vic xy dng thng hiu ca ngnh Ngn hng Vit Nam trong thi gian ti. Cng vi s lng nhn vin tr, di do v c chuyn mn ho cao, MB ang pht trin tr thnh ngn hng a nng vi vic thnh lp cc cng ty chng khon Thng Long, Cng ty qun l n v khai thc ti sn, Cng ty Qun l qu u t H ni, tham gia gp vn u t cc cng ty trc thuc hot ng hiu qu, c li nhun v to lp c uy tn trn th trng. Cng tc qun tr ri ro c t ln hng u nhm a ra cc gii

php tng th gim thiu ri ro khng ch cho Ngn hng m cho c khch hng. MB lun m bo t l an ton theo tiu chun quc t v t l n xu mc hp l. K tha bn lnh v o c ca ngi lnh, mi nhn vin thuc i gia nh Ngn hng Qun i ang quyt tm v ng lng hng ti mc tiu pht trin ngn hng tr thnh mt trong nhng ngn hng TMCP hng u ti Vit Nam, tr thnh mt i tc tin cy, an ton v trung thc, em li li ch ti a cho khch hng thng qua vic cung cp cc dch v ngn hng tin ch v u vit, cung cp cc sn phm a dng, lun ci tin ph hp theo xu th th trng v yu cu ngy cng cao ca khch hng.