Marketing Ngan Hang

MARKETING NGN HNG
Ging vin: ThS. Thi Th Kim Oanh
Mobile: 0917.77.44.89 Email: Thaithikimoanhkt@gmai.com
Chng trnh hc tp
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Ln lp: 45 tit Kim tra v thi c:

Mt bi kim tra gia mn - Thi kt thc mn hc - im khuyn khch: Tm hiu thc tin hot ng marketing ngn hng trn a bn,Tho lun nhm v pht biu kin - Phng php hc: Chun b ti liu,Hng dn, trao i
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Gio trnh hc tp
Gio trnh Marketing ngn hng, PGS.TS. Nguyn Th Minh Hin-Hc vin ngn hng-NXB Thng k 2007 Gio trnh Marketing cn ban-GS.TS Trn Minh ao-Trng H KTQD-NXB Trng HKTQD 2009 Cc tai liu co lin quan trn mang internet
Ni dung chng trnh

Chng 1: Tng quan v marketing ngn hang Chng 2: Th trng va mi trng Marketing ngn hng Chng 3: o lng va la chn th trng mc tiu cho ngn hng Chng 4: Chin lc san phm ngn hang Chng 5: Chin lc gi Chng 6: Chin lc phn phi Chng 7: Chin lc xc tin hn hp
Bai 1: Tng quan v marketing ngn hang

1) 2)
3) 4)
n tp kin thc marketing cn ban: Bn cht hot ng Marketing V tr v vai tr ca marketing trong doanh nghip Marketing hin i (ni dung) Cc cng c ca Marketing
Ban cht ca hoat ng Marketing

e hieu c khai niem Marketing can phai xac nh ro cac thuat ng sau:
Nhu cau (Needs),c muon (Wants),so cau ( Demands)
San pham (Product),Th trng (Market) Traooi(Exchange),Giaodch(Transaction Khach hang (Customer), Ngi tieu dung (Consumer)
Ban cht ca hoat ng Marketing

Marketing la mot tien trnh quan tr. Toan bo cac hoat ong Marketing phai c hng theo khach hang. Marketing thoa man nhu cau cua khach hang mot cach hieu qua va co li. Noi dung cua hoat ong Marketing bao gom thiet ke, nh gia, xuc tien va phan phoi nhng y tng, hang hoa va dch vu.
V tr va vai tr ca Marketing trong doanh nghip

Bo phan Marketing cua cong ty
Kham pha nhu cau cua KH
Thoa man nhu cau khach hang bang cach tm ung san pham, gia, phan phoi va xuc tien
Nhng y niem ve nhu cau
San pham cu the
Th trng tiem nang
Marketing hin ai
Phn
oan th trng La chn th trng mc tiu nh v san phm
Marketing -Mix
San pham (P1)
Chat lng Kieu dang ac iem Nhan hieu Bao b Kch c..
Gia ca (P2)
Cac mc gia Giam gia Chiet khau Thanh toan
Phan phoi (P3)

Loai kenh Trung gian Phan loai D tr Van chuyen.
Marketing mix
Xuc tien (P4)

Quang cao Khuyen mai Tuyen truyen Chao hang Marketing t/tiep
Th trng muc tieu
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Cng c Marketing
4P
San pham Product
Gia Price Phan phoi Place Xuc tien 11 Promotion
4C
Nhu cau va c muon cua khach hang Customer needs and wants
Chi ph oi vi khach hang Cost to the customer
Thuan tien Convenience Truyen thong Communication
Bi 1: Tng quan v marketing ngn hang
I . KHI NIM L hanh ng ca ngn hng nhm p ng tt nht nhu cu ca khch hang, ph hp vi s bin ng ca mi trng. Trn c s thc hin cc mc tiu ca ngn hng.
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Marketing ngn hng l ton b nhng n lc ca ngn hng nhm tha mn nhu cu ca khch hng v thc hin cc mc tiu li nhun cho doanh nghip. Marketing ngn hng l tp hp cc hanh ng khc nhau ca ngn hng nhm hng mi ngun lc hin co ca ngn hang vao vic phc v tt hn nhu cu khch hang, trn c s thc hin cc mc tiu ca ngn hng.
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II. VAI TR CA MARKETING I VI NGN HNG 1. L cu ni hot ng kinh doanh ngn hng vi th trng Hiu c nhu cu khch hng v th trng Dn dt hng chy ca tin vn, khai thc kh nng huy ng vn, phn chia vn hp l theo nhu cu th trng Phi hp tt c cc hot ng ca ngn hng nhm tha mn nhu cu th trng v gii quyt nhng vn c bn ca hot ng kinh doanh ngn hng
2. Tham gia gii quyt nhng vn c bn ca kinh doanh - Xc nh sn phm, dch v cung ng cho th trng - T chc tt qu trnh cung ng sn phm dch v - Hon thin mi quan h, cng tc chm sc khch hng gia nhn vin vi khch hng - Gii quyt hi ha li ch gia nhn vin, khch hng v ch ngn hng
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3. To ra v th cnh tranh ca ngn hng

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To ra s khc bit, c o ca sn phm dch v nh v s khc bit, c o i vi khch hng Duy tr li th v s khc bit
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4. Marketing ngn hng va l khoa hc, va l ngh thut, va l mt ngh

+ L c s khoa hc v n c i tng v phng php nghin cu kh c th, l nhu cu v cch thc p ng nhu cu SPDV ca ngn hng trn th trng ti chnh. + L ngh thut v hot ng ca n c thc hin thng qua i ng nhn vin ngn hng, mc thnh cng ph thuc vo trnh , kin thc, kinh nghim ca CBQL v nhn vin ngn hng + L ngh nghip v n i hi ngi lm cng tc marketing phi c o to k nng ngh mt cch bi bn.
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III. CHC NNG B PHN MARKETING TRONG NGN HNG

Lm cho sn phm thch ng vi nhu cu ca KH Chc nng phn phi (chn a im, t chc phc v) Chc nng tiu th (thc hin qu trnh bn hng) Chc nng ym tr (qung co, PR, hi ngh khch hng)
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1.
Lm cho SPDV thch ng vi nhu cu khch hng Lm cho SPDV ngn hng tr nn hp dn, c s khc bit, em li nhiu tin ch, li ch, p ng nhu cu a dng, i mi v ngy cng cao ca khch hng, to li th trong cnh tranh
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Cc cng vic phi thc hin sau:

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Phi nghin cu th trng, xc nh nhu cu, mong mun v c nhng xu th thay i nhu cu v mong mun ca khch hng. Trn c s , b phn marketing gn kt cht ch gia hot ng nghin cu th trng vi cc b phn trong thit k, tiu chun ha v pht trin SPDV mi => cung ng sn phm dch v ngy cng tt hn ra th trng
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2. Chc nng phn phi L ton b qu trnh t chc a SPDV ca ngn hng n vi cc nhm khch hng la chn, gm:
- Tm hiu khch hng v la chn nhng khch hng tim nng. - Hng dn khch hng trong vic la chn v s dng SPDV ca ngn hng - T chc hot ng phc v khch hng ti tt c cc im giao dch - Nghin cu pht trin h thng knh phn phi hin i p ng nhu cu ca khch hng.
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3. Chc nng tiu th - Tiu th sn phm, dch v ngn hng ph thuc vo nhiu yu t, nhng quan trng nht l SPDV, s hp l v gi ca, k nng va thi ca nhn vin giao dch vi khch hng. - Nhn vin giao dch cn nm r tin trnh bn hng nh sau:
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Tm hiu khch hng S chun b khi tip xc vi khch hng Tip cn khch hng Gii thiu SPDV v hng dn th tc s dng X l hp l nhng trc trc c th xy ra Tip xc cui cng vi khch hng
4. Chc nng h tr
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L chc nng to iu kin thun li cho vic thc hin tt 3 chc nng trn v nng cao kh nng an ton ca hot ng kinh doanh ngn hng. Cc hot ng h tr gm: - Qung co - Tuyn truyn - Hi ch, hi ngh khch hng - Quan h cng chng
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IV. C IM CA MARKETING NGN HNG Nhng c im ny bt ngun t: c im ca marketing dch v c im ring c ca ngnh ngn hng
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1. c im ca marketing dch v:
Khng hin hu
Khng th tch ri DCH V
Khng n nh
Khng th lu tr
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1.1 Dch v khng hin hu (v hnh phi vt cht)

Cc dch v u v hnh. Ta khng th nhn, thy, th mi v, nghe hay ngi trc khi tiu dng chng V vy co s khng chc chn khi mua dch v. Lm th no gim bt s khng chc chn ? Phi c cc du hiu chng t cht lng ca dch v l a im, nhn vin, trang thit b, thng tin, gi c (cn gi l cc bng chng vt cht-Physical Evidences).
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cng c nim tin ca ngi mua, nhng nh cung cp dch v c th: - Tng tnh hu hnh ca dch v - Khng ch m t dch v m cn lm cho khch hng ch n nhng li ch c lin quan n dch v - Ngh ra nhng tn gi gi ln gi tr ca dch v - Mi ngi ni ting no tuyn truyn cho dch v
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1.2 Dch v khng th tch ri khi ngun gc - Qu trnh cung cp & s dng dch v din ra ng thi; v vy dch v khng th tch ri khi ngun gc ca n cho d l con ngi hay my mc - Khch hng cng tham gia vo hot ng cung cp dch v cho chnh mnh, v vy c ngi cung ng & khch hng u nh hng n kt qu ca dch v. - Khch hng s a thch nhng ngi cung ng gii.
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khc phc tnh trng ny, cc cng ty dch v c th c nhng hng khc phc sau y: - Tng gi dch v t nhng ngi cung ng gii - Ngi cung ng gii hc cch lm vic vi nhm ng khch hng - Ngi cung ng tm cch lm gim thi gian phc v - Cng ty dch v o to thm nhiu ngi cung ng gii
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1.3 Dch v khng d tr c - Do dch v v hnh & khng th tch ri khi ngun gc nn khng th d tr c dch v. - Nu nhu cu n nh & c bit trc th s khng c vn . Nu nhu cu dao ng, tht thng th cng ty dch v s gp phi vn v s dng c s vt cht - k thut - con ngui. V vy, cc DN cn c cc chin lc iu ho Cung Cu theo thi gian, c th nh sau:
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a/ Chin lc lin quan n Cu - nh gi phn bit theo thi gian (Time Pricing) - Ch ng lm tng nhu cu vo nhng lc thp im - Cung cp cc dch v b sung vo nhng lc cao im khch hng c nhiu la chn hn - p dng h thng t ch trc (hng khng, tu ho...)
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b/ Chin lc lin quan n Cung - Thu nhn vin lm part time trong nhng gi cao im - Yu cu nhn vin ch lm nhng vic tht cn thit trong lc cao im - Mt s cng vic c th chuyn sang cho khch hng - Chia s cng vic vi cc doanh nghip khc
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1.4 Dch v khng n nh - Khc vi cc sn phm vt cht khi to ra th cht lng ng u, cht lng dch v dao ng trong mt khong rt rng. - Cht lng dch v tu thuc vo hon cnh to ra dch v (nhn vin phc v, thi gian, a im cung ng dch v). - iu ny gii thch ti sao ngi mua dch v thng hi kin ngi khc trc khi la chn ngi cung cp dch v.
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khc phc vn ny, cc cng ty dch v cn phi qun tr cht lng dch v, c th cn tin hnh theo 3 bc: - La chn con ngi, hun luyn o to - Thit k tt Qu trnh phc v (hay cn gi l H thng cung ng dch v). y l cc yu t vt cht, con ngi c t chc mt cch cht ch theo mt h thng phi hp hng ti khch hng nhm m bo qu trnh phc v hiu qu. - Theo di, lng nh mc hi lng ca khch hng.
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3 hnh thc marketing ca doanh nghip dch v
NGN HNG
MARKETING I NI
MARKETING BN NGOI
NHN VIN
KHCH HNG
MARKETING QUAN H
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2.1 Marketing i ni
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Nhn vin ngn hng l yu t quan trng trong qu trnh cung ng gi tr cho khch hng Nhn vin ngn hng l khch hng ca ch ngn hng, do lnh o ngn hng phi: - Nm bt v p ng nhu cu nhn vin, xem nhn vin nh ti sn ngn hng - Pht trin ASK - To iu kin v chnh sch nhn vin thc hin tt cng vic
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2.2 Marketing quan h - Ngn hng phi xy dng mi quan h vi khch hng bn vng, tin tng nhau v c li c 2 bn, c th:
+ m bo s hi lng cho khch hng + Lun gi ng cam kt vi khch hng + Cung cp sn phm c cht lng vi gi c ph hp + Tng cng nhng rng buc v ti chnh, k thut
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Duy tr khch hng c, thu ht khch hng mi Pht trin cc mi quan h mi Qun l cc mi quan h
2.3 c im ring ca marketing ngn hng

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Phn phi ng vai tr quan trng hng u Kh khn trong vic to ra s khc bit trong di hn Ri ro trong hot ng l yu t cn c quan tm trong kinh doanh v marketing ngn hng Cc nhm khch hng chuyn bit c nhng nhu cu v mong i khc nhau Cc chng trnh marketing ngn hng thng khng c nhiu s khc bit
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Bai 2: Th trng va mi trng marketing ngn hng

I. NGHIN CU TH TRNG CA MARKETING NGN HNG 1. Khi nim L vic nhn din, la chn, thu thp, phn tch v ph bin thng tin nhm h tr cho vic ra cc quyt nh lin quan n qu trnh xc nh v x l cc vn trong kinh doanh L qu trnh thit k, thu thp, phn tch v bo co thng tin dng gii quyt mt s vn lin quan n kinh doanh v marketing trong ngn hng
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Bi 2: Th trng va mi trng marketing ngn hng 2. c im ca nghin cu th trng

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c thc hin cho d n, nhu cu doanh nghip, ngn hng Nghin cu ng dng c tin hnh mt cch c qui trnh, h thng v mang tnh khch quan C mc tiu v tiu ch xc nh khi nghin cu C 4 ni dung chnh l thu thp, phn tch, a cc gii php v bo co thng tin
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3. Cc nghin cu th trng
Tng hp Xu hng ngnh Th phn, th trng Thng hiu San phm Sn phm mi Sn phm cnh tranh Phn phi a im t chi nhnh, Hiu qu cc knh phn phi
Xc tin truyn thng Cc phng tin truyn thng Thng ip Lc lng bn hng Khch hng Qu trnh mua sm Nhu cu v SPDV Thi vi thng hiu
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Nghin cu gi Chi ph, li nhun Gi cc sn phm cnh tranh Co gin cung cu

4. Qu trnh nghin cu
Xc nh mc tiu nghin cu Lp k hoch Thu thp d liu
Bo co kt qu
a ra cc gii php
X l phn tch d liu
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Bi 2: Th trng va mi trng marketing ngn hng

II MI TRNG MARKETING NGN HNG
Nhn khu Kinh t Chnh tr, php lut i th Cnh tranh Khch hng Cng chng Vn ha
Ngn hng
Cc n v h tr
Cng ngh
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1. Mi trng v m 1.1 Nhn khu - L mi quan tm ln ca cc ngn hng - C s h tng v nhn khu c nh hng ln n cc chng trnh marketing ca ngn hng - Gm cc yu t c bn sau:
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Tng dn s, t l dn s Thu nhp, mc sng Thay i c cu dn s Xu hng di chuyn dn s Chnh sch dn s ca quc gia, vng min

1.2 Mi trng kinh t - Kh nng thu nhp, thanh ton, chi tiu, nhu cu v vn, tin gi ca khch hng - Tc ng n nhu cu khch hng - Cc yu t c bn:
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Tc tng trng kinh t T l lm pht S n nh v kinh t C cu xut nhp khu Thu nhp bnh qun u ngi Xu hng ton cu ha Chnh sch u t/ tit kim ca chnh ph
Bai 2: Th trng va mi trng marketing ngn hng 1.3 Mi trng cng ngh
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Tc ng n phng thc trao i ca ngn hng. Hot ng ca ngn hng gn lin vi s pht trin ca khoa hc cng ngh To ra li th cnh tranh gia cc ngn hng Gip pht trin thm cc sn phm dch v mi (chuyn tin nhanh, ATM, thanh ton t ng, ngn hng qua mng) Cn d bo xu hng cng ngh phc v cho cng tc kinh doanh ca ngn hng
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Bai 2: Th trng va mi trng marketing ngn hng 1.4 Mi trng vn ha

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Vn ha tc ng n nhu cu v hnh vi ca khch hng i vi vic s dng cc sn phm ca ngn hng Cc yu t tc ng:
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Trnh vn ha Thi quen tiu dng Tm l
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Bai 2: Th trng va mi trng marketing ngn hng 1.5 Mi trng chnh tr php lut
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To ra nhng c hi cng nh nhng thch thc ca ngn hng Ngn hng chu nh hng ln t nhng tc ng ca chnh sch nh nc v lut php nh:
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Cc qui nh ca ngn hng nh nc Cc b lut lin quan Cc qui nh ca cc t chc ti chnh, thng mi khu vc v quc t nh AFTA, WTO, IMF
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2. Cc mi trng vi m 2.1 Cc yu t ni ti ca ngn hng - S mnh, mc tiu, chin lc kinh doanh ca ngn hng - Vn ca ngn hng - Trnh k thut cng ngh - i ng ngun nhn lc ngn hng - Vn ha, cc yu t quan h bn trong ngn hng
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2.2 Cc n v h tr
L cc n v h tr ngn hng trong qu trnh kinh doanh, bao gm:
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Cc n v cung cp my mc, thit b k thut n v cung cp cc yu t u vo khc Cc trung gian marketing nh cng ty qung co, PR, nghin cu th trng
Nhng thay i ny tc ng n kh nng phc v khch hng ca ngn hng
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2.3 Cc i th cnh tranh
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nh hng n kh nng t c cc mc tiu v chin lc kinh doanh ca ngn hng Thng tin ca i th cnh tranh l v cng quan trng, v th cn c h thng theo di thng tin ca i th cnh tranh a ra cc iu chnh ph hp Cc ni dung cn nghin cu v i th cnh tranh:
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Mc tiu, chin lc Cc hot ng ca i th cnh tranh im mnh im yu Cc chng trnh lin quan n kinh doanh v marketing
Bai 2: Th trng va mi trng marketing ngn hng 2.4 Cc nhm cng chng ca ngn hng
L bt k mt nhm, mt t chc no c mi quan tm thc s hoc c th s quan tm hay nh hng n kh nng t c cc mc tiu ca ngn hng Ngy nay, cng tc quan h cng chng PR (Public Relation) ngy cng c vai tr quan trng, c xem nh 1 P ca marketing Mix
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2.5 Khch hng ca ngn hng - L cc t chc, c nhn c nhu cu v ti chnh - Gm 2 nhm khch hng chnh: - Khch hng c nhn - Khch hng doanh nghip
Cc nhm khch hng khc nhau s c nhu cu khc nhau
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III. KHCH HNG 1. Cc xu hng nh hng n nhu cu v dch v ngn hng Khch hng kh tnh hn Khch hng hiu bit nhiu hn Khch hng yu cu cao hn Khch hng d thay i sn phm v nh cung cp hn Khch hng ch n x hi nhiu hn Khch hng n tham gia vo quyt nh mua hng nhiu hn
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2. Nhu cu ti chnh ca khch hng - L ni dung chnh trong nghin cu marketing ngn hng - Cc chuyn gia marketing phi xc nh c ng c ca cc nhu cu, nh hng khch hng s dng sn phm dch v ca ngn hng
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Thang nhu cu ca Maslows

(Maslow's Hierarchy of Needs)
Nhu cu t khng nh (t pht trin v th hin tim nng) Nhu cu c tn trng (t tn trng, c cng nhn, c a v x hi)
Nhu cu x hi (tnh cm, tnh yu)

Nhu cu an ton (an ton, c bo v) Nhu cu sinh l (Khng kh, Thc n, ch )
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Quan im ny cho rng con ngi c nhiu nhu cu, v thc t cuc sng ch c mt phn no ca nhu cu c tha mn Ngay khi 1 nhu cu tha mn th mt nhu cu mi li xut hin Nhu cu c pht trin t thp n cao theo th t nhu cu sinh l, nhu cu an ton, nhu cu x hi, nhu cu c tn trng v nhu cu t khng nh
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Nhu cu s dng dch v ngn hng
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Nhu cu tip cn tin mt (dch v ATM, th tn dng, sc) Nhu cu an ton ti sn (ct tin h, cho thu kt st, cc sn phm m bo gi tr ng tin trc lm pht..) Nhu cu chuyn tin (dch v chuyn tin) Nhu cu tr chm (cho vay, ti tr mua nh, tr gp) Nhu cu t vn ti chnh
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Bo v thu& Ri ro B p lm pht Qun tr ri ro Cc sn phm c bn Tin mt
- Kh ging vi h thng bc thang nhu cu ca Maslow - S duy chuyn gia cc bc ny c gi l s thnh tho v ti chnh - Phm vi v tc duy chuyn gia cc bc ty thuc vo khch hng v cc yu t tc ng khc nhau
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3. Qu trnh quyt nh vic s dng dch v ngn hng ca khch hng c nhn
Nhn thc nhu cu Tm kim thng tin nh gi cc phng n thay th
nh gi sau khi mua
Quyt nh mua
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Bai 2: Th trng va mi trng marketing ngn hng 3.1 Nhn thc nhu cu
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Nhu cu v k vng khch hng l rt quan trng v n s nh hng n nhng g m khch hng xem xt khi la chn dch v v nh cung cp Nhu cu v dch v ngn hng c th n t 2 ngun - ng c bn trong ca khch hng - ng c bn ngoi ca khch hng
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3.2 Tm kim thng tin - Nu mua thng xuyn v ri ro thp th khch hng c th nhanh chng quyt nh chn mt ngn hng no . - Nu mua sm ln u hay ri ro cao khch hng s tm cc ngun thng tin khc nhau
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Thng tin thng mi Thng tin c nhn Thng tin kinh nghim
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3.3 nh gi cc phng n thay th - Khch hng nh gi ngn hng bng cc thuc tnh
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Mc li sut a im Thng hiu Nhn vin phc v
Khch hng c xu hng phn loi v mc quan trng khc nhau ty tng thuc tnh Nguyn tc chung l: Khch hng s la chn ngn hng no cho h k vng ln nht
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Bai 2: Th trng va mi trng marketing ngn hng 3.4 Quyt nh mua

Thi ca ngi khc
nh mua Nhng nhn t hon cnh
Quyt nh mua
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Bai 2: Th trng va mi trng marketing ngn hng 2.5 nh gi sau khi mua
Khch hng s dng dch v ngn hng v so snh vi nhng gi tr k vng ca h Phn tch qua s so snh P v E
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So snh P v E
Ngn hng Khch hng s dng Dch v
Thc hin dch v Performance

P<E Trng thi Tiu cc Khng hi lng So snh Trng thi Trung lp Hi lng
Mong i Expectation
P>E Trng thi Tch cc Rt hi lng
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3. Khch hng doanh nghip Khch hang doanh nghip
t ngi mua - Mua s lng ln - Nhu cu c nh hng - Mi quan h gia ngn hng v khch hng gn gi hn - Chuyn nghip hn - Quan h trc tip
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Khch hng c nhn

- Nhiu ngi mua - Mua s lng nh - Nhu cu hay thay i - Khng mang tnh chuyn nghip - Ph thuc nhiu yu t khc
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Nhn thc vn M t chung v nhu cu QU TRNH MUA HNG CA DOANH NGHIP
c im, tiu thc ca SP

Tm kim nh cung cp
Xem xt cc bn cho hng La chn nh cung cp Lp H mua hng
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nh gi sau mua hng
Chng 3: o lng va la chn th trng mc tiu cho ngn hang

I. O LNG NHU CU TH TRNG
1.Ti sao phi o lng nhu cu th trng

- Gip ngn hng trong vic lp k hoch chin lc - Gip ngn hng phn b cc ngun lc marketing mt cch hiu qu
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Chng 3: o lng va chn th trng mc tiu cho ngn hng 2. o lng th trng
Ton TG
a l
Quc gia Vng Khu vc K.Hng Ton b SP
Sn phm
SP ngnh SP ca cng ty Danh mc SP Chng loi SP Mt SP c th Ngn hn Trung hn Di hn
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Chng 3: Phn oan va la chn th trng mc tiu cho ngn hang

3. Nhng khi nim chnh trong o lng nhu cu th trng - Nhu cu th trng i vi mt sn phm l tng khi lng sn phm m:
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Mt (nhm) khch hng nht nh S mua ti mt a bn v trong mt thi gian nht nh Vi mt mi trng v mt chng trnh marketing c nh
Cu ca doanh nghip l phn cu th trng thuc v doanh nghip
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Chng 3: o lng va chn th trng mc tiu cho ngn hang

Cng thc xc nh tng cu th trng
Q = npq
Q : l tng cu th trng trong mt nm n : s lng ngi mua vi 1 sn phm, mt th trng nht nh vi nhng gi thuyt nht nh p : Gi trung bnh ca mt n v sn phm q : S lng sn phm trung bnh mt ngi mua trong nm
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Chng 3: o lng va chn th trng mc tiu cho ngn hang Xc nh cu ca ngn hng
c xc nh theo cng thc:
Qi = SiQ
Trong : Qi: Cu ca ngn hng i Si: Th phn ca ngn hng i Q: Tng cu th trng
Nhu cu th trng
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4. c tnh nhu cu th trng
Thng thng ngn hng s dng mt s cch thc sau: - Thm d nh ngi mua bit khch hng s mua bao nhiu trong nhng iu kin nht nh - Tng hp kin ca nhn vin bn hng: Mi i din bn hng theo khu vc s c tnh nhu cu khu vc mnh ph trch sau s tng hp li - Thm d kin chuyn gia: Cc i l, cc nh phn phi, cc c vn marketing - Phn tch thng k nhu cu - T chc cc cuc trc nghim marketing - D bo theo dng thi gian
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II PHN ON TH TRNG 1. Khi nim phn on th trng - L k thut phn chia th trng thnh nhng nhm ngi mua khc bit theo nhng tiu thc nht nh - Thc cht ca phn on th trng khng phi l nghin cu sn phm m nghin cu nhu cu ca tng nhom khch hang mt cch chi tit, c th
Bn ci khch hng cn ch khng phi bn ci chng ta c.
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2. Tnh cn thit ca vic phn on th trng - V chin lc
-
Gip ngn hng la chn chin lc ng trong di hn, trung hn v ngn hn Gip cho vic xy dng c cu t chc ngn hng ph hp theo cc tiu ch phn on B nhim nhn s chuyn trch cho tng th trng Gip nhn vin thc hin cc cng vic phn nh
V t chc
-
V tc nghip
-
76

3. Xc nh tiu thc phn on 3.1 Khch hng c nhn - tui - Gii tnh - C cu vng, dn c - Cc giai on trong chu k sng 3.1.1 Theo nhm khch hng - Tng lp x hi - Thu nhp - Thi / quan im sng - Kin thc, s hiu bit
77

3.1.2 Theo nhu cu v sn phm, dch v ca khch hng - Nhm hot ng kinh doanh tin t
-
Huy ng tin gi u t cho vay Kinh doanh ngoi hi
78

-
Nhm cc dch v khc

-
Dch v gn vi kinh doanh tin t

-
y thc, lm i l, pht hnh tri phiu, c phiu Chic khu, cm c thng phiu, giy t c gi Kiu hi T vn u t Thanh ton khng dng tin mt (chuyn tin in t, ATM) Thanh ton qua mng quc t Lu k, thanh ton chng khon Kim m, thu np, cung ng tin mt Bo qun giy t, hin vt c gi, cho thu t, kt st
Dch v gn vi thanh ton

-
Dch v ngn qu
-
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Chng 3: o lng va chn th trng mc tiu cho ngn hang 3.2 Khch hng doanh nghip - Cc c im khc bit vi th trng c nhn:
-
Nhu cu nhiu, phc tp C nhng i hi cao trong dch v Cc quyt nh ca khch hng chu nh hng ln bi cc yu t kinh t v m
80

-
81
Cc tiu thc phn on th trng doanh nghip: - Ngnh ngh kinh doanh - Quy m kinh doanh - Loi hnh s hu - Nng lc qun l kinh doanh - Cng ngh - Tnh cht mi quan h - Vng a l - Quc tch -

3.3 Yu cu ca vic phn on: - o lng c: o lng c quy m, sc mua, c im ca on th trng - Quy m ln: Phi ln doanh nghip p ng c nhu cu - Tip cn c: Doanh nghip c th tip cn v phc v on th trng - C s khc bit: Cc phn on khc nhau c phn ng khc nhau vi cc cng c marketing - C tnh kh thi: Doanh nghip phi c ngun lc phc v cho on th trng
82

III CHN TH TRNG MC TIU CHO NGN HNG 1. nh gi hp dn ca phn on th trng 1.1 Quy m v s tng trng Marketing ngn hng cn phn tch cc tiu ch sau: - Doanh s cho vay - Quy m vn huy ng v xu hng thay i - Li sut v xu th thay i li sut - Cc nhn t tc ng n cung cu tin t v sn phm ca ngn hng
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Chng 3: o lng va chn th trng mc tiu cho ngn hang 1.2 Hp dn v c cu th trng
-
Cnh tranh gia cc ngn hng Thch thc t s gia nhp ca cc nh ch ti chnh Thch thc ca cc sn phm, dch v mi Thch thc t pha khch hng
84
Chng 3: o lng va chn th trng mc tiu cho ngn hang 1.3 Ph hp vi mc tiu, nng lc ca ngn hng
-
C ng mc tiu m ngn hng xy dng? Cc ngun lc m ngn hng hin c: Nhn lc, ti lc, cng ngh, kh nng qun l.
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2. Cc phng n chn th trng mc tiu 2.1 Tp trung vo mt on th trng u im: tp trung ton b ni lc vo on th trng c th mnh Nhc im: Khch hng t v kh c th pht trin quy m, v xy dng thng hiu
86

2.2 Chuyn mn ha chn lc u im: To c li th cnh tranh trong tng nhm khch hng Khuyt im: Phi c cht lng sn phm cao v c uy tn, chi ph cao
87

2.3 Chuyn mn ha theo sn phm: u im: tp trung ton b tim lc cho dng sn phm, do c th to ra s khc bit cho sn phm to li th cnh tranh Nhc im: B st nhiu sn phm v on th trng khc Th d: Maritime bank cung cp cc dch v thanh ton quc t cho cc ngnh hng hi, hng khng, bu chnh vin thng
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2.4 chuyn mn ha th trng u im: Tp trung ton b chuyn mn cho mt nhm khch hng nht nh, do to c nhng khch hng trung thnh Nhc im: Khng to c li th trong xu hng pht trin a th trng hin nay, hn ch v pht trin thng hiu ca ngn hng Th d: Ngn hng Sacombank c d n cho vay i vi cc doanh nghip va v nh nm 2009 chim trn 50% tng d n cho vay
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2.5 Bao ph ton b th trng u im: p ng c tt c nhu cu khch hng, tm bao ph rng Nhc im: i hi cc ngun lc ca ngn hng phi ln, d phn tn ni lc Th d: Citibank, HSBC
90
Cc chin lc marketing ngn hang

Marketing mix cua DN
Th trng
Khu vc 1 Khu vc 2 Khu vc 3
Marketing mix 1 Marketing mix 2
Marketing mix 3
Marketing mix cua DN
Khu vc 1
Khu vc 2 Khu vc 3
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Ba chien lc ap ng th trng
Marketing khng phn bit

Theo ui th trng bng mt mt hng Mt sn phm v mt chng trnh marketing cho i a s khch hng Nh vo kiu phn phi hng lot v qung co trn lan To mt hnh nh ho hng trong lng cng chng u im: tit kim chi ph Nhc im: lm cho cnh tranh gay gt hn
92
Marketing co phan biet

Hoat ong trong nhieu khuc th trng va tung ra moi khuc nhng SP khac nhau.
u iem: Doanh so cao hn marketing khong phan biet, tuy nhien, no lam tang them nhieu loai chi ph.
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Marketing tap trung

Cong ty, thay v theo uoi mot phan nho chiem c trong mot th trng ln th nen theo uoi chiem lay mot phan ln cua mot hay vai tieu th trng. Marketing tap trung co the gap bat trac hn hai trng hp tren, chang han th trng o co the b mat trang.
94
Bai 4: Chin lc san phm

I. TNG QUAN V SPDV NGN HNG 1.1 Khi nim v SPDV ngn hang
San phm dch v ngn hang la tp hp nhng c im, tnh cch, cng c do ngn hang tao ra nhm tha mn nhu cu va mong mun nht nh ca khch hang trn th trng tai chnh.
95
Bi 4: Chin lc san phm

Ngn hng tha mn nhu cu ca khch hng bng nhng dch v: - Dch v cho vay - Dch v tin gi k thc - Dch v chuyn tin - Dch v thanh ton - Dch v t vn - i l kinh doanh CK - Dch v thu kt st, gi tin qua m - Dch v thng mi quc t - Dch v v th
96

2. c im ca SPDV ngn hng 2.1 Tnh v hnh - Sn phm ngn hng thng c thc hin theo qui trnh khc vi sn phm vt cht c th, nn kh quan st v cm nhn c - Khch hng thng kh khn khi chn v s dng SPDV ngn hng - Khch hng ch c th thm nh, kim tra cht lng trong v sau khi s dng dch v Hot ng marketing ngn hng l phi to ra v cng c nim tin vi khch hng bng cch khng ngng nng cao cht lng SPDV cung ng, tng tnh hu hnh ca SP, khuch trng hnh nh bng vic to ra cc hot ng tuyn truyn, PR cho ngn hng nhm y mnh cc xc tin hn hp.
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2.2 Tnh khng th tch ri
-
Tnh khng th tch ri l s khc bit r nt ca sn phm ngn hng vi cc SPDV khc. Qu trnh cung cp SPDV ca NH din ra ng thi vi s tham gia ca khch hng Thng c tin hnh theo nhng qui trnh nht nh, khng th chi ct ra thnh cc loi thnh phm khc
Ngn hng khng c SP d dang, d tr lu kho
98

Do ngn hng phi: - Cn c s phi hp chc ch gia cc b phn trong vic cung ng SPDV, ng thi phi xc nh nhu cu ca khch hng v cch thc la chn SPDV ngn hng ngy nay. - Ngn hng nn thng xuyn to dng, duy tr v pht trin mi quan h gia khch hng bng cch nng cao cht lng SPDV cung ng cho KH. - Cn pht trin hot ng chm sc khch hng trong ton th nhn vin trong ngn hng. - Ngn hng cn hin i ha h thng cung ng dch v so vi i th cnh tranh.
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2.3 Tnh khng n nh v kh xc nh
-
Sn phm dch v ngn hng c tnh khng n nh v kh xc nh v chng c hnh thnh bi nhiu yu t khc nhau nh: Trnh nhn vin, cng ngh, khch hng, bi cnh khng gian v thi gian giao dch.. - Tt c cc yu t ny iu bin ng, c bit l yu t con ngi.
10 0

3. Chu k sng ca SPDV ngn hng c chia thnh 4 giai on: 1. Giai on thm nhp th trng 2. Giai on tng trng pht trin 3. Giai on chn mui bo ha 4. Giai on suy thoi
10 1
Sales & Profit Life Cycles

Sales & profits ($)
Introduction
Growth
Maturity
Decline
Time
10 2

3.1 Giai on thm nhp th trng - Bt u a SPDV vo th trng - Khch hng cha bit n nhiu v SPDV - Khch hng s dng dch v t nn khng th khai thc ti a quy m - Doanh thu giai on ny thp, li nhun thp hay khng c - Chi ph sn xut SPDV cao Ngn hng c li th trong cnh tranh, thu ht v pht trin th trng khch hng mi. Giai on ny nn n lc a SPDV mi chim lnh th trng, cho KH bit SPDV ca mnh cng nhiu cng tt bng cc chin dch qung co, tuyn truyn, khuyn mi kch thch khch hng s dng SPDV.
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3.2 Giai on tng trng pht trin - Giai on ny sn phm xm nhp mnh trn th trng - Khch hng quen vi SPDV ca ngn hng, s lng khch hng tng ln, nhu cu v sn phm cng tng theo - Li nhun tng nhanh c th t mc cc i - Chi ph marketing tng cao v phi khuch trng, qung co nhm thng tin SPDV ca ngn hng ti khch hng v m rng h thng phn phi v thm nhp th trng mi, khch hng tim nng - Trn th trng xut hin nhiu i th mi, tim nng v to nn s cnh tranh mnh m - S cnh tranh to nn s khc bit gia cc ngn hng trong tnh c o v SPDV ca mnh - Cc ngn hng cn hon thin SPDV ca mnh
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3.3 Giai on chn mui bo ha
-
Khch hng khng cn a thch SPDV ca ngn hng Nhu cu ca khch hng v sn phm thay i. SPDV hin ti khng p ng nhu cu Trn th trng xut hin nhiu sn phm hon thin hn Doanh thi b chng li, li nhun khng n nh hoc bt u gim st Ngn hng chu s cnh tranh mnh m trn th trng
10 5

Ngn hng phi: - Quyt nh chuyn hng u t vo nhng SPDV mi, c kh nng cnh tranh v em li hiu qu cao - Giai on ny, c gng lm gim tc suy gim bng cch gim chi ph, li, pht trin cc SP b sung cho cc sn phm dch v hin c - y mnh cc hot ng khuyn mi nhm to s khc bit ca SPDV lm chm vic chuyn sang giai on suy thoi.
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Bi 4: Chin lc san phm

3.4 Giai on suy thoi
-
10 7
Giai on ny nhu cu khch v SPDV gim rt mnh Khch khng cn a thch SPDV na S lng khch hng gim nhanh chng V th ca sn phm trn th trng gim nhanh Doanh thu v li nhun gim theo Giai on ny l giai on cn nhc vic duy tr sn phm hay rt b sn phm khi th trng Ngn hng phi chun b nhng SPDV mi thay th c sc mnh cnh tranh cao hn gi vng th trng hin ti v m rng th trng mi.

4. Phn loi SPDV ngn hng Da vo nhu cu KH n c chia thnh 6 nhm: - Nhm SPDV tha mn nhu cu v tin nh cc khon cho vay - Nhm SPDV tha mn nhu cu thu nhp nh gi tit kim, dch v u t.. - Nhm SPDV tha mn nhu cu v thanh ton v chuyn tin nh th, sc - Nhm SPDV tha mn nhu cu v qun l nh bo him, qun l ti sn, k thc - Nhm SPDV tha mn nhu cu v thng tin nh dch v lut php, bo lnh, thng tin th trng - Nhm SPDV tha mn nhu cu chuyn mn nh t vn u t, thu, d n.
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II CHIN LC SPDV NGN HNG 1. Cc mc tiu Cc mc tiu nh tnh:
-
Tha mn tt nht nhu cu khch hng Nng cao v th hnh nh ca ngn hng To s khc bit ca SPDV ngn hng
Cc mc tiu nh lng:
Tng s lng SPDV cung ng Tng s lng SPDV mi a dng ha SPDV cung ng cho tng th trng M rng th trng Tng doanh s ca tng SPDV
10 9

2. Ni dung ca chin lc sn phm
-
Hin i ha cng ngh, tng cng thit b, phng tin phc v khch hng. i mi phong cch giao dch ca nhn vin Hon thin quy trnh phc v n gin ha cc quy trnh, th tc phc v Tng cng cng tc hng dn, thng tin kp thi n vi khch hng v nhng thay i mi ca sn phm, dch v.em li nhng tin ch, li ch cho khch hng
11 0

-
Pht trin sn phm dch v mi

+ Lm thay i danh mc sn phm kinh doanh
+ Tha mn cc nhu cu mi pht sinh ca khch hng + Va duy tr khch hng c va thu ht thm khch hng mi + Mc ch tng li nhun + Tng cng kh nng cnh tranh ca ngn hng + Gp phn nng cao v th, thng hiu ca ngn hng trn th trng
11 1

Quy trnh pht trin sn phm mi:
a SP ra th trng Th nghim & Kim nh
La chn
Xy dng CLSP mi
Hnh thnh tng
11 2

Bc 1: Xy dng chin lc sn phm mi: Ni dung c bn ca chin lc l xc nh cc mc tiu pht trin sn phm mi, nh hng cho vic hnh thnh tng, v xc nh ni dung ca sn phm dch v mi Bc 2: Hnh thnh tng Hnh thnh t kinh nghim giao dch vi khch hng, t vic nghin cu th trng, thng tin ca nhn vin giao dch, t cc ngn hng khc
11 3

Bc 3: la chn tng Ngn hng s chn lc nhng tng tt nht, cc tng ny cn p ng cc nhu cu: - Ph hp vi chin lc sn phm mi theo mc tiu ngn hng ra - Ph hp vi nhu cu ca khch hng v nng lc ca ngn hng Bc 4: Trin khai v kim nh Trin khai bng mt sn phm c th v kim nh trn mt nhm khch hng v th trng nht nh, nh gi phn ng th trng v iu chnh khi cn thit
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Bc 5: a sn phm mi vo th trng Phi xc nh thi gian, a im, ni chn khi tin hnh a sn phm mi ra mt cch ti u nht, thc hin cc chng trnh marketing h tr nh qung co, PR
11 5

3. Nhng nhn t nh hng n chin lc SPDV ca ngn hng 3.1 Nhng tin b ca cng ngh: - To ra cch mng cng ngh trong lnh vc ngn hng
- Cc ngn hng phi i mi v hon thin danh mc sn phm dch v trn c s hin i nh: Dch v ngn hng ti nh, dch v th, dch v truy cp ti khon 24h v cung ng ra th trng
11 6

3.2 Thay i nhu cu ca khch hng
-
Nhu cu khch hng lun thay i theo hng phong ph, a dng v nhanh chng B phn marketing phi xc nh nhu cu hin ti, d bo nhu cu tng lai v hng khch hng n nhng nhu cu ny. Ch ng a ra nhng SP mi ph hp vi s thay i ca khch hng
11 7

3.3 Gia tng cnh tranh
-
11 8
S lng ngn hng tham gia trn th trng ngy cng tng Cc ngn hng ngy cng a dng ha cc SPDV Theo di thng xuyn hot ng cng nh chin lc ca cc i th cnh tranh Vic sao chp cc SPDV mi gip ngn hng rt ngn thi gian u t, tit kim chi ph, hn ch ri ro trong vic pht trin sn phm mi. Tuy nhin, d to n tng cho khch hng v hnh nh thiu tnh nng ng v sng to ca ngn hng.
Bai 5: Chin lc gi
I. NHNG VN C BN V GI 1. Khi nim - Gi ca SPDV ngn hng l s tin m khch hng phi tr c quyn s dng mt khon tin trong mt thi gian nht nh hoc s dng SPDV do ngn hng cung cp - Hot ng kinh doanh ca ngn hng c bn l mua v bn quyn s dng hng ha tin t - Ngn hng bn quyn s dng vn cho khch hng, khch hng tr cho ngn hng mt khon tin li vay - Ngn hng cung cp cho khch hng cc dch v cho vic s dng tin nh: thanh ton, t vn, cho thu kt stv phi tr cho ngn hng mt khon ph.
11 9
Bi 5: Chin lc gi
-
i vi ngn hng:
-
Th hin chi ph to ra 1 sn phm Bo hiu doanh thu c th t c Bo hiu li nhun v s tn ti trong di hn Th hin kh nng phn ng ca ngn hng
i vi khch hng:
-
12 0
Th hin chi ph b ra Th hin gi tr ca sn phm Bo hiu cht lng B nh hng bi sc mua ca th trng
Bai 5: Chin lc gi
2. Hnh thc th hin
-
Li: Tin gi v tin vay Ph: Tin khch hng phi tr khi s dng dch v ca ngn hng Hoa hng: Khch hng phi tr khi ngn hng thc hin dch v, nghip v mi gii cho khch hng (mi gii bt ng sn, chng khon )
12 1
Bai 5: Chin lc gi
3. c im ca gi - SPDV ca ngn hng mang tnh tng hp nn kh xc nh chnh xc chi ph v gi tr i vi tng SPDV ring bit. - Gi sn phm dch v ngn hng c tnh a dng v phc tp, c nhiu cch nh gi khc nhau cho mi sn phm khc nhau, trong cng 1 loi sn phm cng c th c nhiu loi gi - C tnh nhy cm cao do chu nhiu yu t ca kinh t, x hi tc ng
12 2
Bai 5: Chin lc gi
4. Cc kiu gi - Gi c nh: L cc mc li, hoa hng hay ph m khch hng phi tr khi khch hng s dng SPDV ca ngn hng, c ngn hng qui nh mt cch c th - Gi ngm: L cc loi gi m khch hng v ngn hng c nhn hay phi tr, khc vi gi cng b - Gi chnh lch: L mc gi gia mua v bn dch v
12 3
Bai 5: Chin lc gi
II. XY DNG CHIN LC GI 1. Cn c xc nh gi
-
12 4
Chi ph (cc ngun lc) m ngn hng phi b ra duy tr s hot ng v cung cp SPDV cho khch hng.Thng c chia lm 2 nhm l chi ph c nh hay chi ph bin i. c im cu ca khch hng: Nhng nhm khch hng khc nhau s c nhu cu khc nhau v mc phn ng v gi khc nhau, do gi cn c xc nh theo nhu cu Gi ca i th cnh tranh trn th trng: nh hng n nng lc cnh tranh trn th trng, cn c xc nh trong mi tng quan vi i th cnh tranh. Ri ro: Tht cht l khon chi ph tim n, nu sn phm c ri ro cao th thng nh gi cao v ngc li.
Bai 5: Chin lc gi
2. Qui trnh nh gi
-
Xc nh mc tiu nh gi nhu cu Phn tch chi ph Nghin cu gi i th cnh tranh La chn phng php xc nh gi Cc quyt nh v mc gi
12 5
Bai 5: Chin lc gi
Xc nh mc tiu:

Thu ht khch hng mi Tng doanh s hot ng Tng sc cnh tranh cho ngn hng To mi quan h gia cc nhm khch hng
12 6
Bai 5: Chin lc gi
nh gi nhu cu: Nghin cu v d bo nhu cu v SPDV ca ngn hng, cn c vo cc tiu ch sau:

12 7
S lng khch hng hin ti v xu hng pht trin trong tng lai Mc mong mun ca khch hng v SPDV ca ngn hng Mc gi d kin ca SPDV ngn hng co gin v cu ca mc gi i vi tng nhm khch hng, tng th trng H thng thng tin ton din nh gi ng mc cu nh hng cc nhn t n cu nh qung co, phng thc cung ng, sn phm dch v.
Bi 5: Chin lc gi
Phn tch c cu chi ph

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Chi ph l mc sn ca gi bn Chi ph c chia thnh 2 nhm c bn l chi ph c nh v chi ph thay i. Ngn hng cn xc nh tng chi ph v c cu chi ph cho tng loi sn phm ca mnh. Bn cnh phi xc nh im ha vn lm c s cho vic xc nh qui m kinh doanh ti thiu tng ng vi mc gi ph hp. Xc nh chi ph cn bin c cc mc gi khc nhau cho tng qui m.
Bai 5: Chin lc gi
Phn tch gi i th cnh tranh xy dng mt chin lc gi nng ng hiu qu. Da vo cc tiu ch
12 9
Mc chnh xc thng tin S khc bit ca sn phm dch v Tc phc v cho khch hng vo giao dch ti ngn hng S ph hp ca SPDV vi nhu cu khch hng Cc dch v b sung lm tng tnh hu ch ca SPDV ngn hng Kt qu thm d kin ca khch hng thng qua vic nh gi nhng u im tng hp cht lng ca SPDV
Bai 5: Chin lc gi
La chn phng php nh gi

Phng php nh gi theo chi ph bnh qun cng li nhun Phng php xc nh gi trn c s phn tch ha vn, m bo li nhun Phng php theo biu gi ca i th cnh tranh Phng php xc nh gi trn c s biu gi thm nhp th trng Phng php xc nh gi trn c s quan h vi khch hng Phng php xc nh gi trt
13 0
Bai 5: Chin lc gi
Quyt nh mc gi:
Trc khi quyt nh mc gi cui cng, ngn hng cn xem xt: - Nhng yu t tm l ca khch hng - Chin lc nh v ca ngn hng - Cc yu t khc trong marketing mix - Cc chnh sch khc ca nh nc v php lut
13 1
Bai 5: Chin lc gi
nh gi tin gi
nh gi tin gi theo phng php tng hp chi ph thu nhp S dng chi ph cn bin xc nh li sut tin gi Phng php nh gi xm nhp th trng Thit lp bng gi i vi cc nhm khch hng Phng php nh gi mc tiu trng im nh gi tin gi da trn c s mi quan h gia ngn hng v khch hng
13 2
Bai 5: Chin lc gi
nh gi cho vay

nh gi cho vay theo phng php tng hp chi ph Phng php nh gi theo li sut c s Phng php nh gi dch v thanh ton Phng php nh gi theo khu vc a l Phng php nh gi theo chit khu v tr cp Phng php nh gi phn bit
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Bai 6: Chin lc phn phi

I. KHI NIM V KNH PHN PHI NGN HNG - Knh phn phi l cng c trc tip a sn phm dch v ca ngn hng n vi khch hng - Hu ht cc ngn hng u s dng mng li chi nhnh thc hin vic phn phi SPDV - Knh phn phi ngn hng l tp hp cc yu t tham gia trc tip vo qu trnh a SPDV ca ngn hng n vi khch hng. N bao gm: t chc, c nhn v cc phng tin thc hin cc hot ng a SPDV n vi khch hng
13 4

II. C IM CA H THNG PHN PHI - Phn phi trc tip l ch yu: - Xut pht t c im ca dch v (v hnh, khng lu tr, khng tch ri), phn phi gin tip chim t trng rt nh. - H thng phn phi ca ngn hng c thc hin trn phm vi rng, phong ph v a dng: - Do phi phn phi trc tip - Phm vi hot ng ngn hng rt rng - Nhiu hnh thc phn phi - S pht trin ca khoa hc, cng ngh
13 5
Bi 6: Chin lc phn phi

III. VAI TR CA KNH PHN PHI - Knh phn phi l phng tin trc tip a SPDV ngn hng n khch hng mt cch nhanh chng kp thi - Knh phn phi ng vai tr quan trng trong vic nm bt nhu cu khch hng t ngn hng ci tin, hon thin SPDV - Knh phn phi tt, hin i s tr thnh cng c hu hiu khuch trng hnh nh ca ngn hng
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IV. PHN LOI KNH PHN PHI 1. Knh phn phi truyn thng 1.1 Chi nhnh: - u im:
+ H thng ny c tnh n nh tng i cao + Hot ng ca h thng chia nhnh tng i an ton, d dng to c hnh nh ca ngn hng i vi khch hng + Chi nhnh d thu ht khch hng, tha mn nhu cu khch hng
- Nhc im:
+ Chi ph u t c s vt cht, tr s ln, i hi khun vin rng giao dch vi khch hng + Hot ng ca ngn hng b th ng v phi lun mi gi khch hng n giao dch ti ngn hng + Hnh thc phn phi ny cn nhiu nhn vin v i ng qun l tt
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1.2 Ngn hng i l
-
Knh phn phi thng qua i l thng c p dng i vi nhng ngn hng cha c chi nhnh Ngn hng thng thng qua mt s ngn hng c tr s ti a im kinh doanh no lm i l v mt nghip v hng hoa hng nh i l thanh ton, chuyn tin, sec du lch Xu th phn phi ny ang c pht trin mnh m trn th trng ti chnh th gii hin nay
13 8

2. H thng phn phi hin i Ra i trn c s tin b ca cng ngh, c bit l cng ngh thng tin trong lnh vc ngn hng - S dng cng ngh b sung cho chi nhnh - S dng cng ngh nhm to ra nhng phng thc phn phi mi, thay th hoc hon thin cc knh truyn thng. Gip ngn hng tng kh nng cnh tranh v gia nhp vo nn ti chnh ton cu Bao gm 4 knh c bn sau: - Chi nhnh t ng hon ton - Chi nhnh t nhn vin - Ngn hng in t - Ngn hng qua mng
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2.1 Ngn hng in t
-
Phn phi cc SPDV thanh ton thng qua ng in thoi hoc my tnh Ngn hng cho php khch hng truy cp t xa vo ngn hng thu thp thng tin, thc hin giao dch thanh ton, s dng cc sn phm dch v mi Cc giao dch in t thng c thc hin qua cc phng tin nh:
+ My thanh ton ti a im bn hng ( EFTPOS) + My rt tin t ng ATM + Siu th ti chnh + Ngn hng qua in thoi (Telephone banking)
14 0

2.1.1 My thanh ton ti im bn hng EFTPOS: Electronic funds transfer at point of sale
H thng ny c t ti cc im bn l ( siu th, ca hng..) Khch hng thanh ton hng ha, dch v thng qua h thng in t Ngi mua ch vic a th vo my kim tra, lc ti khon ca khch hng s c t ng ghi n ca ti khon nh bn l. EFTPOS gip gim lu thng tin mt trong nn kinh t, v gip gim chi ph in n, bo qun, s dng cc loi ha n chng t
14 1

2.1.2 My rt tin t ng ( ATM: Automatic tellers machine) Gip cho khch hng: - Rt tin mt - Kim tra s d ti khon - Thanh ton cc ha n dch v - Nhn thng tin v ngn hng - Nhn cc qung co t mn hnh ATM u im: - Thun tin, tit kim thi gian chi ph cho khch hng - Gim lng tin mt, to li th cnh tranh cho ngn hng Hn ch: - Tn chi ph lp t, i lc khng an ton - Mi quan h gia khch hng v ngn hng b hn ch, i lc b li l thut
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2.1.3 Ngn hng qua in thoi (telephone banking) Thng qua nhn vin tng i hay cc hp th thoi, ngn hng cung cp cc thng tin cho khch hng: - S d ti khon - Sao k ti khon - Thng tin v li sut, t gi - T vn - Chi tr cc phiu chuyn tin, vay tiu dng
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2.1.4 Siu th ti chnh
L h thng cung cp tt c dch v ti chnh nh dch v ngn hng, u t, trung gian mi gii, bo him H thng ny pht sinh khi ngn hng m rng dch v hot ng ca mnh
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2.2 Ngn hng qua mng - Ngn hng qua mng ni b ( Mng LAN) - Ngn hng qua mng internet (Internet banking)
14 5

2.2.1 Ngn hng qua mng LAN Dch v ny khch hng c th truy cp vo my ch ca ngn hng thc hin cc giao dch: trch chuyn tin vo ti khon, vay, chi tr hi phiu, mi gii, bo him mua hng, thc hin cc nghip v vi ngi t hng. thu ht khch hng, h thng ny cn cung cp thng tin cp nht a dng v s d, vic s dng ti khon ca khch hng, cc thng tin qung co v hng ha dch v BIDV thc hin ni mng LAN vi sn bay Tn Sn Nht
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2.2.2 Ngn hng qua mng internet L loi hnh ngn hng qua mng cp cao hn
Khch hng ch cn s dng my tnh c nhn ni mng internet m khng cn n ngn hng. Mi trang ch ca web ngn hng c xem nh l mt ca s giao dch. Khch hng c th s dng nhiu dch v trc tuyn nh kim tra ti khon, mua hp ng bo him, u t chng khon, m ti khon mi, m L/C Khi , ngn hng s thc hin v tr ph dch v thng qua ti khon ca khch hng Mt s ngn hng hin nay p dng knh phn phi ny nh VCB, BIDV, ACB
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u im: - Tit kim chi ph - Cung cp cc sn phm dch v i km - Cht lng dch v ng u, chnh xc cao - Hot ng lin tc, khng gin on Hn ch: - Ti khon khch hng c th b xm nhp, nu cng tc bo mt khng cao - Vic giao dch c th ngng tr nu h thng mng internet gp trc trc
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3. Xu hng pht trin ca knh phn phi ngn hng
Trong tng lai s l s kt hp 2 knh truyn thng v hin i, nhng xu hng knh truyn thng ang thu hp dn Vi nhng tin ch v hiu qu ca knh phn phi hin i, xu hng s dng knh ny chc chn s tng mnh trong tng lai
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V. MC TIU CHIN LC CA PHN PHI NGN HNG 1. M rng th trng
-
a sn phm dch v ca ngn hng n vi ngi tiu dng H thng phn phi tt s gip gi vng th trng hin ti v m rng th trng mi mt cch hiu qu
15 0

2. Tng doanh s hot ng v li nhun
- Mc ch ca marketing ngn hng l tng doanh li - H thng phn phi ca ngn hng l phng tin, cng c phc v c lc cho qu trnh cung ng SPDV - H thng phn phi l cu ni gia ngn hng v khch hng - Chin lc phn phi l mt trong nhng chin lc quan trng gip ngn hng thc hin cc ch tiu v doanh s hot ng nh doanh s cho vay, doanh s thu n, ch tiu d n, doanh thu, li nhun - tng doanh thu hot ng v mc tiu li nhun i hi cc b phn, cc khu, h thng phn phi phi hot ng ng b, nhp nhng v hiu qu
15 1

3. Nng cao kh nng cnh tranh
-
Mc cnh tranh trong lnh vc kinh doanh ngn hng ngy cng gia tng mnh m Mc cnh tranh ny ngy cng quyt lit v gay gt trong tng lai Cn phi c chin lc kinh doanh, nht l chin lc phn phi SPDV ngn hng hn i th cnh tranh
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4. H thp chi ph - Cc ngn hng tit kim chi ph nhm tm cch m rng th
trng, tng doanh s hot ng, tng thu nhp cho ngn hng - Qu trnh m rng h thng cung ng SPDV ngn hng hin i i hi i ng marketing ngn hng phi tnh ton cn i gia cc khon chi ph v thu nhp trn nguyn tc h thp chi ph hot ng ca ngn hng - Khng th m rng vic cung ng dch v trn lan, khng th ty tin pht trin h thng cc chi nhnh ngn hng m khng cn nhc cn trng
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VI. LA CHN KNH PHN PHI
-
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H thng knh phn phi lun l mt vn c quan tm c bit trong chin lc marketing ngn hng Vic pht trin h thng cung ng SPDV hin i bng cng ngh in t, xa b nhng ro cn gia nhp ngnh lm tng thm mc cnh tranh trn th trng Hot ng kinh doanh ngn hng ngy c nhiu thay i. l s kt hp hi ha gia h thng phn phi truyn thng v hin i Cc ngn hng ngy nay cho rng phi c hn hp cc knh phn phi
Cc yu t la chn knh phn phi

15 5
c im th trng Nhu cu v xu hng pht trin nhu cu ca khch hng trn th trng Tnh cht ca SPDV ngn hng c im ca mi trng kinh doanh Mc cnh tranh trn th trng Trnh k thut cng ngh ca ngn hng Quan im ca nhng nh lnh o ngn hng
Cc yu cu c bn ca knh phn phi

Thun tin trong qu trnh giao dch To c nng lc cnh tranh ca ngn hng Ph hp vi m hnh t chc ca ngn hng Ph hp vi phm vi, quy m hot ng ca ngn hng hin ti v tng lai
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Cc tiu thc nh gi knh phn phi

S lng khch hng, t bit l KH tim nng Xc nh i th cnh tranh, mc cnh tranh a im m chi nhnh trung tm vng hot ng Vic m chi nhnh c em li nhiu thun tin cho khch hng khng? nh gi tim nng ca chi nhnh d nh s m
15 7
Cc lu khi m chi nhnh

Quy m, tc pht trin th trng S lng khch hng Mc tp trung ca ngn hng Trin vng pht trin ca ngn hng Tn s s dng SPDV ngn hng ca nhm KH mc tiu S lng i th cnh tranh hin ti v tim nng Mc tp trung ca i th cnh tranh Nhng im mnh v yu ca i th cnh tranh
15 8
Bai 7: Chin lc xc tin hn hp

I. TNG QUAN V XC TIN HN HP
1.
Khi nim
Xc tin hn hp l mt cng c quan trng ca marketing, c s dng tc ng vo th trng. N l tp hp cc hot ng nhm khuyn khch vic s dng SPDV ca ngn hng, ng thi lm tng mc trung thnh ca khch hng hin ti, thu ht khch hng tng lai, to iu kin thun li cho khch hng tham gia vo qu trnh cung ng dch v, qua lm tng uy tn hnh nh ca ngn hng trn th trng
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Bi 7: Chin lc xc tin hn hp
2. c im
-
Hot ng xc tin hn hp ca ngn hng phi c tin hng thng xuyn, lin tc v duy tr trong thi gian di Hot ng xc tin hn hp ca ngn hng rt phong ph, a dng v phc tp, n b chi phi bi nhiu phng thc truyn tin khc nhau.
+ Truyn tin bn ngoi ngn hng: Truyn hnh, pht thanh, sch bo + Truyn tin cc im giao dch: Phng ch, bng qung co bng Pano + Thng tin qua i ng nhn vin giao dch + Thng tin truyn ming ca khch hng
16 0

3. Vai tr
-
16 1
Hot ng truyn thng gip cng chng hiu r, y v SPDV ca ngn hng; t c cn c quyt nh vic la chn SPDV ca ngn hng Gip cho cc chuyn gia marketing kho st c mc tha mn ca khch hng, ngn hng c hng iu chnh cho ph hp vi nhu cu khch hng Gp phn nng cao hiu qua hoat ng kinh doanh ngn hng thng qua vic to lp, pht trin hnh nh ca ngn hng trn th trng, thit lp s tin tng v trung thnh ca khch hng

4. Phn tch - Khch hng - i th cnh tranh - Mi trng hot ng - H thng marketing
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5. Xc nh mc tiu
-
Tng s hiu bit ca khch hng v SPDV ca ngn hng To s khc bit vi i th cnh tranh To s gn b gia ngn hng v KH Tng doanh thu v li nhun
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6. Thit k thng ip
-
Thng ip l tng hp nhng thng tin v ngn hng v SPDV ca ngn hng c chuyn ti n khch hng thng qua cc phng tin truyn tin nh truyn hnh, truyn thanh, bo ch Vic xy dng thng tin l rt quan trng, thng ip c da trn:
+ Nhu cu, c im tip nhn thng tin ca i tng + Ni dung ca sn phm dch v + Tnh ph hp vi s tip nhn v to c s tin tng ca i tng tip nhn
16 4

-
Nhng yu cu ca mt thng ip
+ Phi tc ng mnh m vo suy ngh ca khch hng
16 5
+ m bo tnh php l ca thng ip qung co + Thng ip phi ph hp vi phong tc tp qun, vn ha ca tng i tng khch hng + Lu khi thit k hnh nh, biu tng, ni dung v ngn t s dng + Thng ip qung co cn th hin tnh vui nhn

7. La chn knh truyn thng - Vic la chn knh truyn thng ph hp vi ni dung, i tng tip nhn thng tin s nh hng trc tip n hiu qu hot ng xc tin hn hp ca ngn hng - Knh truyn thng ca ngn hng c chia thnh 2 loi:
+ Knh c nhn: Nhn vin trc tip giao dch v ngi thn trong gia nh, bn b + Knh phi c nhn: Cc c quan pht hnh n phm, cc cng ty qung co, cc c quan thng tin i chng
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8. Xc nh ngn sch - Ngn sch l mt yu t quan trng trong hot ng xc tin hn hp - Hot ng xc tin hn hp chim chi ph cao trong tng s chi ph ca hot ng marketing ngn hng - Mc ngn sch khc nhau s quyt nh vic la chn knh, hnh thc t chc thc hin v hiu qu mang li cng khc nhau
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9. nh gi hiu qu
-
nh gi tc ng ca hot ng xc tin hn hp n doanh s cho vay, doanh s huy ng, dch v cung ngso vi trc v sau hot ng xc tin hn hp c thc hin Tc ng n nhn thc ca khch hng v hnh nh ngn hng v SPDV S lng khch hng mi, khch hng truyn thng S hp l ca cng c truyn thng
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II. CC HNH THC XC TIN HN HP 1. Qung co
L hnh thc gii thiu mt cch gin tip v cao nhng tng, sn phm c thc hin theo yu cu ca ch th qung co v ch th ny phi tr tin Thc hin qua truyn hnh, truyn thanh, bo ch, phim nh, t ri, poster, qung co ngoi tri. Xc nh mc tiu ca qung co Yu cu ca qung co ngn hng La chn phng tin qung co nh gi hiu qu ca hot ng qung co
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2. Giao dch c nhn
-
Giao dch c nhn l nhng giao dch trc tip c thc hin gia nhn vin ngn hng v khch hng qua gp trc tip hay in thoi Giao dch tt s mang li li ch cho khch hng v ngn hng, qu trnh giao dch cn m bo cc mc tiu sau:
+ Nng cao uy tn v hnh nh ngn hng + Lm cho khch hng hin ti chp nhn nhng SPDV mi + Hp dn khch hng mi s dng nhng SPDV hin c + Duy tr s trung thnh ca khch hng + Thu thp thng tin th trng + Cung cp v gii thiu cc SPDV cho khch hng + To c hi m rng th phn
17 0

3. Tuyn truyn - Mc ch ca tuyn truyn x hi nhm to dng v duy tr s hiu bit rng ri trong x hi v ngn hng - Khng nhng tuyn truyn v hnh nh ca ngn hng m cn c i ng nhn lc v cc hot ng lin quan
17 1

xy dng v nng cao hnh nh ngn hng, ngi ta thng s dng v phi hp nhiu cng c nh: Bo co kt qu thng nin ca ngn hng Cc bi din thuyt ca lnh o ngn hng T chc hi tho chuyn Tham gia cc hot ng t thin Bi vit ng trn cc tp ch Cc n phm khc
17 2

4. Hot ng khuyn mi - Khuyn mi nhm khuyn khch khch hng hin ti s dng
-
nhiu dch v hn v thu ht khch hng mi. Khuyn mi c tc ng khuyn khch b phn phn phi y mnh cc hot ng ca mnh Thng c tin hnh song song vi cc chin lc qung co nhm pht huy hiu qu Cc hot ng khuyn mi ca ngn hng nh:
-
17 3
u i tn dng cho sinh vin Qu tng cho khch hng Gim hoc min ph cho khch hng ln u tin tham gia dch v hoc khch hng truyn thng

5. Marketing trc tip
-
17 4
L vic s dng th, in thoi v cc cng c lin lc gin tip khc thng tin cho khch hng hin c v tim nng. Marketing trc tip l vic s dng h thng cc phng tin nhm thit lp v m rng vic i thoi, giao tip gia khch hng v ngn hng Li th ca marketing trc tip so vi cc phng thc xc tin hn hp l s gia tng c hi giao tip gia khch hng v ngn hng, gip khch hng nhn c thng tin t ngn hng nhanh chng, u , c th, chnh xc. L dp gii thiu SPDV mi, duy tr khch hng hin ti, gim chi ph qung co, hn ch s theo di ca i th cnh tranh
Bai 7: Chin lc xc tin hn hp Cc hnh thc thc hin:

-
Gi th v t ri n tng khch hng in thoi ti khch hng T vn online Gii p trn truyn thanh, truyn hnh, cc tp ch chuyn ngnh Hi ngh khch hng Hi ch vic lm
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6. Hot ng ti tr
-
Hot ng ti tr tt s t c cc mc tiu sau: Tng cng s hiu bit ca khch hng v ngn hng v nhng i mi ca ngn hng Thu ht s ch ca cc phng tin thng tin i chng Tng cng cc mi quan h trong cng ng x hi Tng cng uy tn v hnh nh ca ngn hng Thu ht nhn ti cho ngn hng, gip ngn hng tuyn dng nhn vin tt
17 6

7. c im ca cc cng c 7.1 Qung co truyn hnh u im: - Cung cp thng tin trn din rng, a phng tin - Chi ph cho 1 ln tip xc l thp Hn ch: - Chi ph tng th cao, hn ch v thi gian - Khng la chn c khch hng mc tiu 7.2 Bo, tp ch u im: - Cung cp c nhiu thng tin, chi ph thp - i vi tp ch c th la chn c khch hng mc tiu Hn ch: - c gi c gii hn, tui th ngn
17 7

7.3 Truyn thanh: u im: - Chi ph thp, nghe nhiu, c th chn la theo khu vc a l - Kh linh hot v ni dung Hn ch: - Khng phi cng c a phng tin, ch nghe - Ghi nh thp v kh gy c s ch ca khch hng 7.4 Khuyn mi u im: - Thu ht ch quyt nh mua hng, hp dn ngi mua mt cch c th Hn ch: - p dng trong thi gian ngn - Lm khng ng cch s phn tc dng ( khch hng s nhn nhn khng ng v chng trnh khuyn mi)
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7.5 Giao dch c nhn: u im: - Hnh thnh mi quan h phong ph, a dng, linh hot trong giao tip - C ngay thng tin phn hi Hn ch: - chi ph cho 1 ln tip xc l kh cao, s lng khch hng tip xc l khng nhiu 7.6 Quan h cng chng u im: - Thng tin trung thc, to hnh nh doanh nghip, sn phm tt i vi x hi - Ph hp vi nhng khch hng d ng vi qung co Hn ch: - Chi ph cao - T chc kh phc tp ( thng ip, ni dung)
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III. KIM TRA HOT NG MARKETING NGN HNG 1. Ni dung kim tra
-
18 0
Doanh s hot ng Th phn S lng v cht lng khch hng Vic s dng cc khon chi ph marketing Li nhun thu c qua tng thi gian Kh nng v hot ng ti u t Thi , s trung thnh ca khch hng Uy tn ca SPDV Tc ng ca qung co

2. C s kim tra - Bo co ti chnh - Bo co v nghin cu khch hng - Bo co chi tit v doanh thu - Thng tin v i th cnh tranh - Thng tin t cc phng tin truyn thng i chng - Thm d khch hng theo ni dung chun b trc - Bo co kt qu nghin cu ca tng khu vc - kin ca CBCNV trong ngn hng
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3. Phng php kim tra L phng php so snh gia mc tiu t ra v mc t c trn thc t. Kt qu kim tra c th: - Mc tiu t thp hn mc d kin - Mc tiu t cao hn mc d kin - Mc tiu t bng hn mc d kin
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3. Kim tra kh nng thch ng ca hot ng marketing nh gi kh nng thch ng ca hot ng marketing ngn hng, phi da vo cc tiu ch sau: - Mc tha mn v phn ng ca ngn hng i vi cc hot ng qung co hay ti tr ca ngn hng - Mc hp l ca chin lc marketing - Hiu qu t c sau khi trin khai cc chng trnh marketing
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Bai tp tng hp 1
Hy xy dng h thng phn phi mt ngn hng c th ti a phng ca bn:
-
T chc knh phn phi & sn phm Gii php pht trin cc SPDV ti cc chi nhnh Chnh sch ca Ngn hng i vi chi nhnh
18 5
Bai tp tng hp 2
Hy xy dng chng trnh qung b cho sn phm ti tr mua xe t tr gp: i tng, mc tiu Cc phng thc trin khai marketing Cc knh tip cn khch hng D kin ngn sch nh gi hiu qu
18 6
Bai tp tng hp 3
Bn hy kim tra hot ng marketing trong bi tp s 2: Thng tin no cn thu thp Cn nhng knh no thu thp thng tin Phng php kim tra nh gi ca bn th no v chng trnh marketing trn
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THONG BAO HOP LOP 49B3_TCNH VAO LUC 19H TOI NGAY 14/09/2011 TAI PHONG A4_102 MOI NGUOI DUA THEM 180 NGHIN DE NOP VA NOP PHIEU NHAN XET,THE CU TRI DE NGHI TAT CA CAC BAN DI DAY DU DE LAM DAI HOI TRU BI
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18 9

Marketing Ngan Hang

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Marketing Ngan Hang

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MARKETING NGN HNG

Ging vin: ThS. Thi Th Kim Oanh

Mobile: 0917.77.44.89 Email: Thaithikimoanhkt@gmai.com

Ln lp: 45 tit Kim tra v thi c:

Ni dung chng trnh

Bai 1: Tng quan v marketing ngn hang

Ban cht ca hoat ng Marketing

Ban cht ca hoat ng Marketing

V tr va vai tr ca Marketing trong doanh nghip

Kham pha nhu cau cua KH

Nhng y niem ve nhu cau

San pham cu the

Th trng tiem nang

oan th trng La chn th trng mc tiu nh v san phm

Phan phoi (P3)

Xuc tien (P4)

Th trng muc tieu

Thuan tien Convenience Truyen thong Communication

Bi 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

3. To ra v th cnh tranh ca ngn hng

Bai 1: Tng quan v marketing ngn hang

4. Marketing ngn hng va l khoa hc, va l ngh thut, va l mt ngh

Bai 1: Tng quan v marketing ngn hang

III. CHC NNG B PHN MARKETING TRONG NGN HNG

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Cc cng vic phi thc hin sau:

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bi 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

1.1 Dch v khng hin hu (v hnh phi vt cht)

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bi 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

3 hnh thc marketing ca doanh nghip dch v

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

Bai 1: Tng quan v marketing ngn hang

2.3 c im ring ca marketing ngn hng

Bai 2: Th trng va mi trng marketing ngn hng

Bi 2: Th trng va mi trng marketing ngn hng 2. c im ca nghin cu th trng

Bai 2: Th trng va mi trng marketing ngn hng

Nghin cu gi Chi ph, li nhun Gi cc sn phm cnh tranh Co gin cung cu

Bai 2: Th trng va mi trng marketing ngn hng

X l phn tch d liu

Bi 2: Th trng va mi trng marketing ngn hng

Bai 2: Th trng va mi trng marketing ngn hng

Bi 2: Th trng va mi trng marketing ngn hng

Bai 2: Th trng va mi trng marketing ngn hng 1.4 Mi trng vn ha

Trnh vn ha Thi quen tiu dng Tm l

Bai 2: Th trng va mi trng marketing ngn hng