Qun tr hot ng ngn hng 1GV: Phm Th Hong MMC LC

LI M U3Chng 1: TNG QUAN V MARKETING TRONG HOT NG4NGN HNG41.1S cn thit ca Marketing trong hot ng kinh doanh ca ngn hng.41.1.1Lch s ca vic p dng Marketing trong ngn hng.41.1.2S cn thit ca Marketing trong ngn hng.51.2Bn cht ca Marketing trong lnh vc kinh doanh ngn hng.81.2.1Nhng nt c th trong hot ng kinh doanh ngn hng81.2.2c im hot ng Marketing trong ngn hng91.3Cc nhn t nh hng ti ng dng Marketing trong hot ng kinh doanh ngn hng131.3.1Cc nhn t khch quan131.3.2 Nhn t ch quan14Chng 2 : CHIN LC MARKETING 7P TRONG NGN HNG162.1C s hnh thnh m hnh 7P162.2M hnh 7P172.2.1Cc thnh phn trong m hnh 7P182.1.1Phn tch m hnh 7P202.3Phm vi ng dng232.3.1 Gii php Chin lc Marketing Ton din:24 2.3.2 C s Lng ha Mc tiu v Ga tr Doanh nghip242.3.3 C s Lng gi Thng hiu v nh gi Doanh nghip:242.3.4 Chun mc hay hnh mu ca mt Marketing Plan: .25Chng 3: NHNG GII PHP V KIN NGH TRONG HOT NG MARKETING TI NGN HNG263.1Cc gii php nhm pht trin hot ng Marketing263.1.1Hin i ha h thng thu thp v x l thng tin263.1.2Hin i v a dng ha sn phm dch v cho ngn hng263.1.3Xy dng chnh sch li sut linh hot, hp dn.273.1.4M rng v pht trin mng li283.1.5Nng cao ngun nhn lc c v s lng v cht lng283.1.6Trang b kin thc Marketing mt cch ton din293.1.7Thc hin chnh sch va hp tc, va cnh tranh.293.1.8Tng cng hot ng giao tip khuch trng.303.2.Nhng kin ngh v hot ng.303.2.1Kin ngh vi nh nc303.2.2Kin ngh vi ngn hng Nh nc31KT LUN32

LI M UT khi nn kinh t nc ta chuyn sang nn kinh t th trng, c bit l t sau php lnh v ngn hng nc ta ra i (nm 1990) th ngnh ngn hng cng c s chuyn i cn bn t h thng ngn hng l mt cp sang h thng ngn hng hai cp. S xut hin hng lot cc ngn hng thng mi trong nc v s xm nhp th trng ca cc ngn hng lin doanh chi nhnh v vn phng i din ca cc ngn hng nc ngoi lm cho mi trng kinh doanh ngn hng nc ta nng dn ln v th phn ca cc ngn hng thng mi trong nc ngy cng b thu hp. Bn cnh , do s yu km trong kinh doanh, c ch chnh sch khng ng b v cn nhiu bt hp l gy nn tnh trng tht thot vn nghim trng, n gia tng kh i. Trc nhng kh khn , khai thng nhng b tc v a hot ng kinh doanh ca cc ngn hng thot khi tnh trng tr tr, yu km, nng cao sc cnh tranh, cc nh qun tr ngn hng nc ta nhn thy vai tr quan trng ca Marketing nn tng bc chuyn hng kinh doanh theo trit l Marketing v t c nhng kt qu nht nh. Tuy nhin, do n cn mi m i vi cc ngn hng v c l lun v thc tin nn vic ng dng Marketing trong kinh doanh cn nhiu yu km v cha tng xng vi tm quan trng ca nMc tiu ca bi l xut pht t nhng c im chung v hot ng Marketing trong ngnh ngn hng v chin lc m hnh 7P trong Marketing.Bi vit bao gm 3 chng:Chng 1: Tng quan v Marketing trong hot ng ngn hngChng 2: Chin lc Marketing 7P trong ngn hng Chng 3: Nhng gii php v kin ngh v hot ng Marketing trong ngn hng hin nay

Chng 1: TNG QUAN V MARKETING TRONG HOT NGNGN HNG1.1 S cn thit ca Marketing trong hot ng kinh doanh ca ngn hng.1.1.1 Lch s ca vic p dng Marketing trong ngn hng.Trc y, trong mt mi ngi hnh nh ngn hng ch n thun l kt st gi tin. Khi tin hnh giao dch vi ngn hng, khch hng phi chu nhiu phin toi, phi ch i nhiu, tn km thi gian.Trong khi nhng cng ty vt cht khc ng dng Marketing v thu c nhiu thnh cng th cc nh qun tr ngn hng vn ang say sa vi cc nghip v ca mnh, khng quan tm n nhu cu ca khch hng cng nh nhu cu cu x hi, thm ch h cn chng li Marketing. Th nhng khi mi trng kinh doanh thay i, cnh tranh ngy cng gay gt , hot ng ngn hnh ngy cng km hiu qu th cc nh qun tr ngn hng bt u quan tm n Marketing. n thp k 60 ca th k 20, Marketing bt u xm nhp vo lnh vc ngn hng. Ti M, thp nin 60 l giai on pht trin ca Marketing trong hot ng ngn hng bn l. Chu u, mi n thp k 70 Marketing mi tr thnh ti c tho lun rng ri trong cc ngn hng Anh quc.Tuy nhin, khng phi ngay t u cc nh nghin cu c ci nhn ng n v y v Marketing m vic nghin cu v Marketing phi tri qua rt nhiu giai on mi c th hon thin dn. Thot u, cc nh qun tr ngn hng tm hiu v nghin cu nhng phn ng ca khch hng khi s dng cc sn phm dch v ca ngn hng, t ci tin dn cc th tc, a im, thi gian v cht lng dch v. Ngoi ra thu ht khch hng, ngn hng bt u ra cc ch trng lm hi lng khch hng bng thi nim n, bu khng kh thn thin ca nhn vin ngn hng. c bit, cc nh qun tri ngn hng thng xuyn nghin cu a ra nhng sn phm ph hp vi th hiu ca khch hng.Nh vy trong mt thi gian di Marketing ngn hng khng c ch trng v s dng ng mc hn ch hiu qu kinh doanh ca ngn hng. Th nhng khi mi trng kinh doanh tr nn khc nghit, cnh tranh gay gt th cc nh qun tr ngn hng thy r c tm quan trng ca Marketing, quan im v Marketing ngy cng hon thin hn. Marketing tr thnh yu t a cc ngn hng n vi thnh cng.1.1.2 S cn thit ca Marketing trong ngn hng.1.1.2.1 Khi nima ra mt khi nim chnh xc v Marketing ngn hng l iu khng d dng. Chnh v vy, hin nay c rt nhiu quan im v Marketing ngn hng.C th hiu Marketing ngn hng l mt h thng cc chin lc, bin php, chng trnh hot ng tc ng vo ton b qu trnh t chc cung ng dch v ngn hng nhm s dng cc ngun lc ca ngn hng mt cch tt nht trong vic tha mn nhu cu ca khch hng mc tiu. Marketing ngn hng c duy tr trong s nng ng qua li gia sn phm dch v vi nhu cu ca khch hng v nhng hot ng ca i th cnh tranh trn nn tng cn bng li ch gia ngn hng, khch hng v x hi.1.2. Vai tr ca Marketing ngn hng Marketing tham gia gii quyt nhng vn kinh t c bn ca hot ng kinh doanh ngn hng Ngn hng thng mi l t chc kinh doanh tin t trn th trng ti chnh. N thc hin nhiu nghip v trong v ngoi nc vi nhng c trng c bn l: S thng phm ha tin vn, th trng ha hot ng kinh doanh, s cc i ha hiu ch sinh si tin vn, t cn i vn, t ch v t chu trch nhim v kt qu kinh doanh. ng thi, ngn hng cn l cng c chnh trong vic thc hin phn phi vn v cung cp dch v ti chnh cho nn kinh t. Ni chung, ngn hng l mt trong cc t chc ti chnh quan trng nht ca nn kinh t. Tuy nhin, ging vi cc doanh nghip th cc ngn hng cng phi la chn v gii quyt nhng vn kinh t c bn ca hot ng kinh doanh vi s h tr c lc ca Marketing.Marketing s gip cc nh qun tr ngn hng gii quyt tt vic xc nh c cc loi sn phm dch v m ngn hng cn cung ng ra th trng thng qua cc hot ng nh: thu thp thng tin, nghin cu nhu cu ca khch hng, tm hiu sn phm ca i th cnh tranh, nghin cu cch s dng sn phm ca khch hng c nhn v khch hng doanh nghip,Ngn hngng cn c ny s gip cc nh qun tr ngn hng quyt nh c loi sn phm dch v cn cung ng ra th trng.Marketing gp phn to ln trong vic nng cao cht lng sn phm dch v, to uy tn hnh nh, tng sc mnh cnh tranh ca ngn hng. Do Marketing c nhiu bin php khc nhau c th kt hp cht ch cc yu t trong qu trnh cung ng sn phm dch v ca ngn hng nh: c s vt cht k thut cng ngh, i ng nhn vin, khch hng. c bit khai thc li th ca tng yu t thng qua cc chin lc: chin lc pht trin k thut cng ngh, chin lc o to nhn lc v chin lc khch hng.Marketing gip cc nh qun tr ngn hng gii quyt hi ha cc mi quan h li ch gia khch hng, nhn vin v ch nh. y l iu ht sc quan trng c th duy tr mi quan h, ng thi l ng lc thc y qu trnh hot ng sn xut kinh doanh gia ngn hng v khch hng. Marketing tr thnh cu ni gn kt hot ng ca ngn hng vi th trngMarketing l si dy ni ton b hot ng ca mt ngn hng thng mi vi th trng, bi v Marketing gip cc nh qun tr ngn hng nhn bit c cc yu t ca th trng, nhu cu v sn phm dch v v s bin ng ca chng.Trong qu trnh hot ng, ngn hng khng ch xm nhp vo th trng m cn phi ch ng to lp ngun vn. Marketing s l mt cng c dn dt hng chy ca tin vn, khai thc kh nng huy ng tin vn, phn chia vn theo nhu cu th trng mt cch hp l.Nh vy hot ng ca ngn hng bt u t vic ng dng Marketing vo nghin cu th trng a ra cc sn phm nhm tha mn nhu cu th trng, iu c ngha l kt thc cng ti th trng. Th trng lun bin ng khng ngng v Marketing s l yu t c bn gip ngn hng ng vng trn th trng. Marketing gp phn to v th cnh tranh ca ngn hngTo lp v th cnh tranh trn th trng l mt trong nhng nhim v quan trng ca Marketing ngn hng. to lp v th cnh tranh, Marketing ngn hng thng tp trung gii quyt ba vn ln: to c tnh c o ca sn phm dch v, lm r c tm quan trng ca s khc bit i vi khch hng, duy tr li th v s khc bit ca ngn hng.1.1.2.3 Chc nng ca Marketing ngn hng Marketing ngn hng c nhng chc nng ch yu sau: Chc nng lm cho sn phm dch v ngn hng thch ng vi nhu cu ca th trngMarketing nghin cu th trng xc nh nhu cu i hi, mong mun v c nhng xu th thay i nhu cu mong mun ca khch hng. T , thit k ra nhng sn phm mi v lm cho nhng sn phm dch v ngy cng tr nn hp dn, em li nhiu tin ch nht p ng c nhu cu ngy cng cao v a dng ca th trng, ng thi to c v th cnh tranh. Chc nng phn phiChc nng phn phi ca Marketing ngn hng bao gm ton b qu trnh t chc a sn phm dch v ngn hng n vi khch hng chn. Ni dung ca n bao gm: Tm hiu v la chn nhng khch hng tim nng. Hng dn v h tr khch hng trong vic la chn v s dng sn phm dch v ca ngn hng. T chc cc hot ng phc v khch hng ti im giao dch. Nghin cu pht trin knh phn phi mi p ng nhu cu cu khch hng. Chc nng tiu th tiu th c sn phm ph thuc vo nhiu yu t nhg quan trng nht vn l cht lng sn phm dch v, gi c hp l v ngh thut bn hng cu nhn vin c th t c li ch ca khch hng cao hn. iu ny i hi cc ngn hng phi thng xuyn nng cao trnh cn b nhn vin.Chc nng ny cng ch r tin trnh bn hng m cc nhn vin giao dch phi tun th: Tm hiu khch hng. S chun b tip xc vi khch hng. Tip cn khch hng. Gii thiu sn phm dch v v hng dn th tc s dng. X l hp l nhng trc trc xy ra. Tip tc cui cng vi khch hng. Chc nng ym trYm tr l chc nng to iu kin thun li thc hin tt ba chc nng trn ng thi nng cao an ton trong hot ng kinh doanh ca ngn hng. Cc hot ng ym tr bao gm: Qung co Tuyn truyn Hi ch, hi ngh khch hng1.2 Bn cht ca Marketing trong lnh vc kinh doanh ngn hng.1.2.1 Nhng nt c th trong hot ng kinh doanh ngn hng c im v sn phmNgn hng l t chc kinh doanh tin t, y l mt loi hng ha c bit. Sn phm ca ngn hng chnh l nhng dch v lin quan n tin t m ngn hng cung ng cho khch hng. Chnh v vy sn phm ca ngn hng mang y tnh cht ca dch v v nhng c im chnh sau: Sn phm dch v ca ngn hng mang tnh v hnh, thng thc hin theo mt quy trnh ch khng phi l cc vt th c th c th quan st, nm gi c. Mt khc, n lin quan trc tip n tin t, tin l nguyn liu chnh trong vic to ra sn phm ngn hng v th rt nhy cm vi th trng, thng tin, tm l ca khch hng. Mt thay i nh trong li sut cng s tc ng rt ln n tm l khch hng trong vic la chn sn phm dch v ngn hng. Qu trnh sn xut v tiu th xy ra ng thi. c bit l c s tham gia trc tip ca khch hng vo qu trnh cung ng sn phm dch v. Sn phm dch v ca ngn hng cn c thc hin khng gian khc nhau nn to tnh khng ng nht v thi gian, cch thc thc hin v iu kin thc hin. Sn phm ca ngn hng ngy cng a dng ha, hng lat cc sn phm dch v mi ra i. Sn phm ngn hng mang tnh x hi ha cao , bi vy bt c s s sut nh no trong cung ng sn phm (v d thanh ton thiu tin mt, thanh ton c s nhm ln, hay h thng my ATM b li,) u c kh nng gy mt uy tn ca ngn hng . c im v khch hngKhch hng l thnh phn c v tr ht sc quan trng trong s tn ti v pht trin ca ngn hng. Bi khch hng va tham gia trc tip v qu trnh cung ng sn phm dch v ngn hng, va trc tip tham gia s dng, hng th sn phm dch v. V vy, nhu cu, mong mun v cch thc s dng sn phm dch v ca khch hng s l yu t quyt nh v c s lng, kt cu, cht lng sn phm dch v v kt qu hot ng ca ngn hng. Khch hng ca ngn hng rt a dng v phong ph l nhng c nhn v t chc c nhu cu v sn phm ti chnh. Tuy nhin khch hng ca ngn hng l mt tng th kh phc tp v cha ng nhiu tiu thc phn on khc nhau. Bn cnh nhu cu ca khch hng v dch v ngn hng khng ng nht v c nhiu bin ng. c im v cnh tranh.Cnh tranh trong lnh vc ngn hng tr nn quyt lit khi s lng tham gia trn th trng tng v cc ngn hng ngy cng m rng danh mc sn phm, p lc cnh tranh ng vai tr nh mt lc y to ra s pht trin sn phm dch v ngn hng c hin ti v tng lai. Xu hng cnh tranh gia cc ngn hng th hin di cc hnh thc: Cnh tranh v hot ng Marketing Cnh tranh v cng ngh. Cnh tranh theo quy m (dng hp nht, sp nhp, lin kt vi nhau nhm tng sc mnh cnh tranh).1.2.2 c im hot ng Marketing trong ngn hng 1.2.2.1 Nghin cu cu.Nghin cu cu l vic nghin cu tp tnh, thi quen, nhu cu ca khch hng i vi dch v ngn hng. Trn c s ngn hng nng cao kh nng thch ng vi dch v trn th trng nhm tng cng kh nng thu ht khch hng. Khi nghin cu cu thng ngn hng phi tr li cc cu hi sau: Ai l khch hng ca ngn hng ? Khch hng hoc nhm khch hng no c trin vng i vi hot ng kinh doanh ngn hng? Kh nng p ng nhu cu khch hng ca ngn hng t n mc no? Ngn hng cn pht trin dch v g tha mn nhu cu?Qu trnh nghin cu cu bao gm: Nghin cu mc cu hin tiMarketing c nhim v xem xt cc phng hng chung hnh thnh cc nhu cu ca khch hng tim nng v c khch hng ang phc v, phi pht hin trong s nhng khch hng th hin nay cn quan tm n nhng khch hng no. Tuy nhin khng phi tt c cc nhu cu ca khch hng ngn hng u p ng c. Qu trnh nghin cu bao gm: Xc nh c tng cu ca ngn hng ti thi im cn nghin cu Bit c nhu cu v dch v ca loi khch hng m ngn hng ang phc v hoc d nh phc v. Xc nh c cu v s lng sn phm dch v hin c ca ngn hng ti thi im nghin cu. Pht hin cc sn phm cha c cung ng thi im hin ti nhng c nhu cu cao ca khch hng. Phn tch kh nng v s hp l trong vic cung ng sn phm mi. D on cu d on chnh xc nhng bin i ca cu cn nghin cu trn th trng c xem xt cn pht hin tt c cc yu t nh hng n tnh hnh cu v xc nh tt c cc mc tc ng c th ca chng. Vic phn tch cc khuynh hng hin c trn th trng da trn c s vn ng ca cu ca tng loi sn phm ngn hng i vi tng loi ngn hng. Chnh v vy, khi pht hin cc khuynh hng bin ng ca khch hng dn n s bin ng cu cu v cc sn phm dch v ngn hng th cn so snh vi cc sn phm dch v ngn hng hin ang cung ng c s iu chnh cho ph hp.1.2.2.2 Phn on th trng Phn on th trng ngn hng l k thut chia th trng thnh nhng on khc bit v ng nht theo nhng tiu thc nht nh m mi on th trng c th c la chn nh l mt mc tiu cn t ti nh mt chnh sch Marketing hn hp rieng bit.Vic phn on th trng gip cc ngn hng xc nh r nhu cu khc nhau ca khch hng trn cc on th trng, ng thi ch r nhng nhu cu cu khch hng m ngn hng cha p ng c.Phn on th trng c xem l vn ht sc c bn- tri tim ca Marketing ngn hng trong iu kin cnh tranh mnh m.Tiu thc phn on th trng rt a dng, phong ph. Tuy nhin, c th s dng tiu thc sau: Phn on th trng theo nhm khch hng Thc t cc khch hng trn th trng ngn hng khng ng nht nhu cu v cc sn phm dch v ngn hng. Do vy, theo nhm khch hng c th chia th trng ngn hng thnh on th trng c nhn v on th trng doanh nghip.on th trng c nhn bao gm khch hng c nhn hay th nhn hot ng c lp. Khch hng c nhn c s khc nhau v tui tc, gii tnh, thu nhp, li sng, s thch,iu ny dn n s khc nhau v hnh vi tiu dng v nh cu sn phm, dch v ngn hng. Do vy, hin nay cc nh Marketing ngn hng tip tc chia nh on th trng c nhn theo nhng tiu thc c th sau: tui Tng lp x hi v thu nhp. Gii tnh C cu vng, dn c. Tm ly khch hngon th trng doanh nghip t v s lng nhng ln v quy m. Nhu cu cu h nhiu v phc tp hn on th trng c nhn, h c nhng i hi cao trong s dng sn phm dch v ngn hng. Phn on th trng l cc doanh nghip ngn hng c th da vo mt s tiu thc ch yu nh: quy m, loi hnh doanh nghip, cht lng hot ng kinh doanh, khch hng v mi quan h vi ngn hng Vic phn on th trng doanh nghip c th tin hnh theo hai bc: Bc 1: V m- tiu thc phn on l loi hnh doanh nghip Bc 2: Vi m- tiu thc phn on l mi quan h vi ngn hng, cht lng hot ng, quy m trn c s chia nh on th trng bc 1. Phn on th trng theo sn phm, dch vHot ng ca ngn hng c phn thnh hai ni dung: Hot ng kinh doanh tin t bao gm: Huy ng tin gi u t cho vay Kinh doanh ngoi hi Dch v ngn hng: cc nc pht trin dch v ngn hng rt a dng v chia thnh 3 nhm: Nhm dch v gn lin vi kinh doanh tin t bao gm: nhn y thc, lm i l, pht hnh tri phiu, c phiu cho doanh nghip, chit khu, cm c thng phiu, giy t c gi cho doanh nghip, cung ng dch v bao thanh ton, t vn u t. Nhm dch v gn vi thanh ton: cc dch v thanh ton khng dng tim mt, thanh ton quc t, dch v lu l. Nhm dch v ngn qu: dch v kim m, thu np v cung ng tin mt. Dch v bo qun giy t c gi v hin vt qu.1.2.2.3 La chn th trng mc tiuPhn on th trng ch r cc c hi th trng tng ng vi ngn hng. Sau khi cng vic phn on th trng c hon thnh th vic quan trng tip theo l la chn th trng mc tiu nhm tm ra nhng on th trng m ngn hng c th mnh hn i th cnh tranh. Cc ngn hng c th quyt nh la chn th trng mc tiu theo cc phng n: Tp trung vo mt on th trng duy nhtTrng hp ny ngn hng c th la chn mt on th trng, on th trng ny c th c sn mt s ph hp ngu nhin gia nhu cu ca khch hng v sn phm dch v ca ngn hng, cng c th l on th trng ny c s ph hp vi kh nng v vn cn hn hp ca ngn hng, c th l on th trng cha c i th cnh tranh, c th l on th trng c chn nh l im xut pht to cho m rng kinh doanh i vi cc ngn hng nh mi thnh lp trong nhng nm tip theo. Chuyn mn ha theo tuyn chnPhng n ny l ngn hng tp trung vo p ng nhu cu ca mt s on th trng ring, l nhng on th trng hp dn, ph hp vi mc tiu Marketing v kh nng ca ngn hng. Phng n ny thch hp vi nhng ngn hng nh, t nng lc trong vic phi hp nhiu on th trng vi nhau. y l phng n phn tn ri ro hn so vi phng n tp trung va mt on th trng. Chuyn mn ha theo th trngTheo phng n ny, ngn hng tp trung vo vic tha mn nhu cu a dng ca mt nhm khch hng ring bit. Bao ph ton b th trngTheo phng n ny, ngn hng p ng cho tt c cc khch hng c nhu cu v khng hn ch trong khun kh cc nhm khch hng nht nh. Tuy nhin phng n ny ch thch hp vi cc ngn hng ln, c kh nng ti chnh mnh. Chuyn mn ha theo sn phm dch vPhng n ny ngn hng c th tp trung vo vic cung ng mt loi sn phm dch v nhng p ng cho nhiu on th trng.1.3 Cc nhn t nh hng ti ng dng Marketing trong hot ng kinh doanh ngn hng 1.3.1 Cc nhn t khch quan Cc yu t v k thut cng nghKhoa hc cng ngh l mt trong nhng nhn t nh hng ln ti s pht trin ca ngn hng, s pht trin v khoa hc cng ngh i hi cc ngn hng phi lun i mi v hon thin cc danh mc sn phm. Khoa hc - -cng ngh c sc mnh mnh lit nht, n em n nhng iu k diu ca hot ng kinh doanh ngn hng nh chuyn tin nhanh, my gi, rt tin t ng ATM, thanh ton t ng, ngn hng InternetChnh v vy m thi khch hng i vi ngn hng cn ph thuc vo nhng k thut m ngn hng s dng v mc tha mn nhu cu khch hng ca ngn hng. Do ngi lm cng tc Marketing phi ch r c xu th pht tri ca cng ngh ngn hng trong nc, khu vc v th gii. Cnh tranhKhi s lng cc ngn hng ngy cng tng v cc ngn hng m rng cc dnah mc sn phm th s cnh tranh gia cc ngn hng ngy cng din ra gay gt v quyt lit. Cc nh qun tr ngn hng khng cn con ng no khc ngoi vic phi tp trung cng c nng lc cnh tranh v nghin cu k lng cc i th cnh tranh. Theo di cc i th cnh tranh s gip cc ngn hng trong vic pht trin danh mc sn phm. V cnh tranh trn th trng s l ng lc thc y cc ngn hng ngy cng to ra nhiu sn phm mi a dng, phong ph p ng tt hn nhu cu cho khch hng. Thay i nhu cu ca khch hng Khch hng c v tr ht sc quan trng trong s tn ti v pht trin ca ngn hng v khch hng va tham gia trc tip vo qu trnh cung ng sn phm dch v ngn hng va hng th sn phm dch v. V vy nhu cu mong mun ca khch hng s l yu t quyt nh v s lng, kt cu, cht lng sn phm dch v v kt qu hot ng ca ngn hng. Do b phn Marketing ngoi vic d bo nhng nhu cu hin ti phi d bo c nhng nhu cu tng lai c th ch ng a ra nhng sn phm dch v mi ph hp vi s thay i nhu cu cu khch hng. Chnh sch ca chnh ph v quy nh cua php lutKinh doanh ngn hng phi chu s gim st cht ch ca lut php v cc c quan chc nng ca chnh ph. Hot ng ca ngn hng thng c iu chnh rt cht ch cc quy nh v php lut. Chnh v vy nhng thay i trong chnh sch lut php ca chnh ph s nh hng trc tip v gin tip ti hot ng kinh doanh ngn hng v ti danh mc sn phm ca ngn hng. S thay i cc chnh sch ca chnh ph v quy nh v php lut va to cho ngn hng nhng c hi ng thi cng to ra nhng thch thc cho danh mc sn phm mi ca ngn hng. Nh Marketing ngn hng phi thng xuyn nm c cc thay i ca cc quy nh php lut iu chnh hot ng kinh doanh cho ph hp vi cc quy nh mi. Trong mi trng hi nhp hin nay, b phn nghin cu Marketing phi phn tch v d bo c xu hng thay i ca mi trng php lut bit c cch thc iu tit, kim sot ca Ngn hng Trung ng i vi ngn hng thng mi v c cc quy nh ca cc t chc ti chnh thng mi quc t c lin quan n hot ng ca ngn hng nh:AFTA,WTO,..Ngoi ra cc yu t nh: kinh t, dn s, chnh tr , mi trng t nhin,cng nh hng rt ln n Marketing ngn hng .1.1 Nhn t ch quanNhn t ch quan chnh l yu t ni lc ca ngn hng, bao gm: vn t c v kh nng pht trin ca n, trnh khoa hc cng ngh, trnh qun l v i ng nhn vin, mng li ca ngn hng , cc b phn trong ngn hng v mi quan h gia c b phn.Vn t c: y l loi vn ngn hng c th s dng lu di, hnh thnh. nn trang thit b, nh ca cho ngn hng v tham gia vo qu trnh kinh doanh ca ngn hng nh cho vay hoc mua chng khon. ng thi n gp phn bo v li ch ca ngi gi tin v gp phn iu chnh cc hot ng ca ngn hng.Trnh khoa hc cng ngh: cnh tranh tt,cc ngn hng phi khng ngng i mi cng ngh ngn hng. Cng ngh l thc o nh gi v th ca ngn hng trn th trng, nhng ngn hng c cng ngh cao l nhng ngn hng s chim lnh th trng.Trnh qun l v i ng nhn vin: S iu hnh ca ban lnh o ngn hng rt quan trng, y l yu t quyt nh s thng bi ca ngn hng. Ban lnh o ngn hng phi thng xuyn xem xt th trng a ra cc quyt nh kp thi, sng sut. Khng nhng i ng qun l gii m i ng cn b cng nhn vin trong ngn hng cng i hi phi c trnh cao bi v nhn vin l hnh nh ca ngn hng, mt s s sut hoc nhm ln ca nhn vin ngi ta s nh gi cht lng ca c ngn hng.Mng li ca ngn hng: bn c nhiu sn phm dch v v chim lnh c th phn ln, cc ngn hng thng pht trin mng li chi nhnh rng khp v lun sn sang cung ng sn phm dch v cho khch hng.Cc b phn trong ngn hng v mi quan h gia cc b phn trong ngn hng: Cu trc t chc ca ngn hng ng vai tr quan trng trong vic thc thi chin lc Marketing. Cu trc t chc xc nh vai tr v phn chia nhim v c th cho tng b phn v nhn vin. Cc b phn trong ngn hng phi c t chc v sp xp hp l, ng thi gia cc b phn phi c mi lin h v h tr cho nhau.y l nhng nhn t m bo cho hot ng ngn hng p ng nhu cu th trng, ng thi nng cao v th cnh tranh ca ngn hng trn th trng. iu ny i hi b phn Marketing phi c cc chin lc, chnh sch ph hp khai thc ht ngun lc quan trng ny.

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Chng 2 : CHIN LC MARKETING 7P TRONG NGN HNG

2.1 C s hnh thnh m hnh 7PChng ta gi thi i marketing l giai on bt u t na sau th k 20 khi m hnh kinh doanh chuyn t nh hng sn xut sang nh hng th trng v sau ny ni chnh xc hn l nh hng khch hng (chnh xc hn na l khch hng tiu dng). L trnh chuyn i t duy kinh doanh ny hnh thnh mt lot cc khi nim v nh ngha mi gip marketing thc s tr thnh mt mn khoa hc ng dng hiu qu.Trong nhng thp k gn y, nhng doanh nghip thnh cng v bn vng u l doanh nghip nh hng marketing (gi l marketing oriented company), khc vi hai th lc doanh nghip khc l doanh nghip thnh cng nh chnh sch nh nc v doanh nghip thnh cng da vo ngun ti nguyn. Qu trnh ny c i chiu v l thuyt t nhn thc ca qun tr doanh nghip t m hnh 5 th lc ca Michael Porter ly doanh nghip lm ch th sang m hnh 4P ly khch hng lm trng tm m Philip Kotler c kt. Cc php ton v m cng ngy cng tr nn rc ri v kh hiu theo s tng trng mc phc tp ca nhu cu tiu dng. Bn cnh l s chuyn i trong nghin cu tm l t quan im tm sinh l c nhn (Pavlov v Sigmund Freud) sang Tm l Nhn vn mang tnh cng ng ca Abraham Maslow. S hiu bit v Con ngi di gc tm l v nhu cu mc d vn cn nhiu b n nhng rt nhiu quy tc ng x mang tnh cng ng c ghi nhn di s phn tch thng k. Tuy nhin Tng lai l mt b n ln nht m cng ngy nh doanh nghip cng khng th ch quan. C Michael Porter v cc hc giMarketing ngy nay u c chung quan im rng chin lc ng l i tm con ng ring cho mnh p ng nhu cu a dng v lun b n ca Con ngi. C t ngi tha nhn marketing cp trit hc. H cho rng Tip th l nhng tr r tin v khuyn d con ngi lm nhng vic m ngi ta khng mong mun. Tuy nhin, Marketing l mt ngnh hc thut c nng tm trit l, trong Brand Marketing l mt nh cao. Bn thn marketing khng t xc lp s mnh cho mnh m Con ngi l ng lc hnh thnh s mnh ca khoa hc tip th (hiu theo ngha rng).Ngy nay lnh vc no cng c th ng dng marketing, min l n xc lp s mnh phc v con ngi v v s pht trin ca loi ngi. Marketing gip hnh thnh Sn phm hay cch thc tha mn Nhu cu ca Con ngi; khng nhng th marketing gip con ngi nhn ra nhng kht vng (Nhu cu cha c tha mn) thc y h vn ln; marketing gip con ngi nhn r bn thn mnh vi nhng ngi xung quanh, gia sn phm (li ch, gi tr) ny vi sn phm (li ch, gi tr) khc..2.2. M hnh 7P

2.2.1 Cc thnh phn trong m hnh 7PProduct (Sn phm): L thnh phn c bn nht trong Marketing mix. c th l sn phm hu hnh ca cng ty a ra th trng, bao gm cht lng sn phm, hnh dng thit k, tnh, bao b, nhn hiu. Sn phm cng bao gm kha cnh v hnh nh cc hnh thc dch v giao hng, su cha, hun luynPrice (gi): L thnh phn khng km phn quan trng trong Marketing mix bao gm gi bn s, gi bn l, chit khu, gim gi, tn dng. Gi phi tng xng vi cc gi tr nhn c ca khch hng v c kh nng cnh tranh.Place (phn phi): Cng l thnh phn ch yu trong Marketing mix. l nhng hot ng lm cho sn phm ca doanh nghip c th tip cn vi khch hng mc tiu. Doanh nghip phi hiu r, tuyn chn v lin kt nhng nh trung gian cung cp sn phm n th trng mc tiu mt cch c hiu qu.Promotion (xc tin): gm nhiu hot ng dng thc y sn phm n th trng mc tiu. Doanh nghip phi thit lp nhng chng trnh nh qung co, khuyn mi, quan h cng chng, Marketing trc tip. Doanh nghip phi tuyn m hun luyn v ng vin i ng bn hng.People (con ngi): L yu t quan trng trong 7P bi con ngi a ra sn phm n tay ngi tiu dng, phn phi, t vn, xc tin, qung ci sn phm n ngi tiu dng v tc ng trc tip cng nh gin tip n hnh vi mua hng ca ngi tiu dng. H l b mt ca doanh nghip, h c ,,nh hng trc tip n s hi lng ca khch hng hay khng. Do vy vic qun tr ngun nhn lc trong doanh nghip cn phi c cc nh qun tr ht sc quan tm.Process (tin trnh): L chu trnh to ra sn phm, dch v. Tin trnh bao gm nhiu giai on, qua nhiu bc to ra sn phm cui cng. Tin trnh cung cp 1 dch v mang n s tha mn cho khch hng theo cc bc sau y: Xc nh cc cng vic cn phi thc hin theo mt tin trnh v thi gian. Phn tch v lp k hoch cc yu t cn phi p ng cc nhu cu ca khch hng: Cn xc nh r thc hin mi cng vic cn cc yu t con ngi, cng c, phng tin, thi gian, a im, ti chnh. Cn quy nh cc c nhn hay cc t chc chu trch nhim t chc chu trch nhim t chc thc hin cng vic. Kim tra v iu chnh: u tin cn xc nh i tng cn kim tra v iu chnh: tt c cc yu t nh hng n cht lng dch v, s hi lng ca khch hng, kt qu dch v cn phi c kim tra v iu chnh nh: Nhn vin, phng tin, cng c, hng ha, khch hng v ti sn ca doanh nghip. Th hai l cn xc nh cc mc tiu, quy nh lm cn c kim tra v iu chnh. Th ba l xc nh c ch kim tra v iu chnh. Th t l xc nh k hoch kim tra v iu chnh.Physical Evidence (c s vt cht): L trang thit b, dng c my mc, gp phn trc tip v gin tip to ra sn phm dch v. C s vt cht cng hin i th cht lng sn phm cng c nng cao. C s vt cht ti ni cung cp dch v gp phn khng nh n vic thu ht khch hng s dng dch v. Ta c cc chin lc pht trin c s vt cht dch v ngy cng tt hn: Chin dch pht trin cc yu t hu hnh nhm thc y k hoch xc tin: nh lm qung co, nh sng, thit k, lm mi, v tr d nhn bit. Chin dch pht trin cc yu t hu hnh nhm nng cao cht lng dch v: nh xy dng trang thit b hin i a tin nghi n cho khch hng. Chin dch pht trin cc yu t hu hnh theo xu hng hin i ha. Chin dch pht trin cc yu t hu hnh nhm tng gi.Thng thng 4P c bn s vn l Product, Price, Place v Promotion. Ty vo ngnh ngh cng nh chin lc Marketing ca tng cng ty m ta s pht trin cc P khc nhau, c th l People (Con ngi), Packaging (ng gi), Positioning (nh v), Policy (Chnh sch), Progress (Qu trnh), Physical Evidence (c s vt cht),PR (Quan h cng chng)hoc c khi s dng Philosophy (Trit l kinh doanh). Tu tng trng hp c th c cch tip cn hp l hn.2.2.2 Phn tch m hnh 7P

Physical EvidencePhng tin vt cht

ProcessQu trnhPeopleCon ngi

PromotionXc tinPlacePhn phiPriceGiProductSn phm

M hnh Marketing 7P l mt trong nhng l thuyt theo xu hng nng cao v th ca marketing trong qun tr doanh nghip v qun tr t chc. M hnh Marketing 7P ny bao gm 3 nc: nc 1 l 4P tc 4 yu t c bn trong qun tr marketing. l nhm cc gii php (hay chin lc) Sn phm, t tng cho n sn xut ra sn phm, trong khng qun nh ngha sn phm l mt tp hp cc li ch; Nhm k tip l cc gii php Gi, t chi ph cho n chit khu phn phi v gi tiu dng; K n l cc gii php v phn phi v bn hng v sau cng l cc gii php Qung b thng hiu sn phm (nn nh l qung b thng hiu, trong c sn phm, ch khng phi qung b sn phm).

cp 2 (nc 2), chng ta quan tm n hai nhm gii php lt t tinh thn c bn ca qun tr, l yu t Con ngi (P5) v yu t H thng (P6). Ngy cng c nhiu cc phng php tip th nh hng con ngi trong c hai mng quan trng l tip th dch v v PR (quan h cng chng). C th trong mt doanh nghip hng u thnh cng vi hai nhn hiu bia quc t ni ting ti Vit Nam, PR c vn dng trit ngay t nhng nm u hat ng c phn tch bi PR i ngoi v PR i ni. PR i ngoi (External PR) nhm n vic xy dng v duy tr cc mi quan h v h thng chm sc khch hng (CRM) i vi Nh Phn phi, gii Bo ch; cc Lin on th thao v cc n v s hu Truyn thng. PR i ni (Internal PR) nhm n vic chm sc tng c nhn v gia nh nhn vin lm vic cho cng ty mi cp bc cng vic. Cng ty c nhng chnh sch i ng v hiu h cho tng nhn vin v gi nh ty theo qu trnh cng hin ca h; nhng nhn vin lm vic gn b vi cng ty c khen thng theo nc thm nin m h gn b vi cng ty. c bit Ngy hi Gia nh hng nm ca ton th cn b nhn vin cng ty c t chc ht sc n tng to ra khng kh on kt thn mt tt c to ra nim kiu hnh ca nhn vin v gia nh h i vi nhng ngi xung quanh. Theo h thng 7P nhm gii php ny nm trong phm tr P5 (People); v ni theo ngn ng brand marketing th mi c nhn v gia nh Nhn vin cng c gn nhn vi thng hiu chung ca doanh nghip cng nh cc thng hiu sn phm m h ang n lc gy dng tng ngy mi ni mi lc.Vi yu t P6 (quy trnh h thng, hay tnh chuyn nghip, tc process hay professionalism) doanh nghip pht trin lun t nhng quy trnh qun tr lm h thng qun tr lm nn tng th ch ha b my lm vic, gip lut ha trch nhim c nhn hay ni ng hn l minh bch ha vai tr v phm vi trch nhim ca tng ngi c nhn thy r nhim v v quyn hn ca mnh trong mt tp th qun tr. Tuy nhin s vn dng h thng qun tr chun mc mt s doanh nghip c hm lng cht xm va hm lng dch v cao hay mang nhiu tnh sng to xem ra khng chng minh c hiu qu. Marketing 7P gii thch hin tng ny bng mt lun im rt c bn l xem t chc doanh nghip cng l mt sn phm trong ngi lao ng th hng hai nhm li ch (hay gi tr) l l tnh v cm tnh .Nu mt doanh nghip c h thng qun tr (th hin qua sn phm u cui m doanh nghip to ra) thin v l tnh hn th kh nng p dng cc quy trnh s hiu qu hn; ngc li nu h thng qun tr doanh nghip thin v sn xut ra cc sn phm cm tnh (dch v, vn ha ngh thut, truyn thng) th kh nng p dng quy trnh qun tr kinh in cn phi kt hp vi cc bin php kch thch sng to v m rng cc tiu ch nh gi hiu qu cng vic (tc sn phm lm ra) mt cch linh hot hn th nhn vin (ngi lao ng tr tu) s khng cm thy b g b v cm nhn c p cp ca nh qun tr, t mi thu ht h l vic.

cp 3 (nc 3), chng ta tm hiu vai tr ca phng tin vt cht trong mt t chc, hay c th l trong mt doanh nghip. nhng yu t v c s vt cht i km vi cc dichj v lm tng thm cht lng dch v trong mt khch hng c th l cc c s h tng nh tr s, vn phng giao dch, trung tm dch v khch hng, trung tm bo hnh nh my ATM, POS. Hoc cc du hiu chng t uy tn, cht lng dch v ca ngn hng nh quy ch hot ng, quy trnh nghip v,c chng nhn khu vc v quc t trong lnh vc khch hng. Trang b cc my mc, cng ngh hin i tin li cho qu trnh giao dch ca khch hng. Thng xuyn u t cc my mc vi cng ngh hin i thch hp nhiu tnh nng.

Trong chin lc pht trin bn vng, m hnh 7P cng ngy cng chng minh hiu qu ca n

2.3 Phm vi ng dngM hnh marketing 7P c th c ng dng trong kh nhiu lnh vc khc nhau. Tuy nhin bng s cn trng cn thit i vi nhng l thuyt mi, chng ti khng mnh dn khng nh m hnh 7P c th p ng tt c cc dng thc thc tin, v trong phm vi hn hp ca bi vit cng khng th t ra tt c nhng iu kin cn ca m hnh ny. M hnh 7P ch thc s mang li hiu qu i vi doanh nghip hot ng trong mi trng cnh tranh lnh mnh khng c (hoc t c) s can thip ca cc c ch to c quyn hoc khng lnh mnh (unfair trde). Mts lnh vc m 7P c th p ng mt cch hiu qu nh sau:2.3.1 Gii php Chin lc Marketing Ton dinMt tp hp gii php chin lc marketing ton din c th c xem l mt b gii php cha kha s dng cho tan th chin lc pht trin kinh doanh ca doanh nghip. cp ny marketing ng gp chin lc cho tt c cc mt hat ng ca doanh nghip, v him c mt b gii php no c th thay th hiu qu. Tuy nhin vic lng ha ton b h thng by nhm gii php nh cp trong phn gii thiu 7P Marketing khng phi l mc tiu ni dung cp trong bi vit ny, v phn nhiu chng ti cha c tham vng bin n thnh mt b cng c mu c th nhn rng v thng mi ha. D sao y ch l mt b gii php tan din dnh ring cho cc qun tr gia trung cao cp i ln t cc v tr then cht ca doanh nghip, tng cng ty hay tp on. Chng ti mnh dn khuyn khch s phi hp hia tinh thn gii php ch o ca 7P vi h thng chun mc qun tr ph bin hin hnh ti u ha hiu qu ca qun tr, vi iu kin v ch trong iu kin doanh nghip (hay t chc) xc nh ly nhng mc tiu th trng, khch hng v ngi tiu dng (hay mt cng ng c th) lm trng tm.2.3.2 C s Lng ha Mc tiu v Ga tr Doanh nghip:Chng ti mnh dn khuyn khch s phi hp gia tinh thn gii php ch o 7P vi h thng chun mc qun tr ph bin hin hnh ti u ha hiu qu ca phng php, vi iu kin v ch trong iu kin doanh nghip (hay t chc) xc nh ly nhng mc tiu th trng, khch hng v ngi tiu dng (hay mt cng ng c th) lm trng tm. Trong chng ta cn lu rng lng ha l mt tiu ch quan trng ca qun tr hiu qu v chuyn nghip. Xt v kha cnh gi tr, khi nim P7 (philosophy) chnh thc hnh thnh lun im chng minh mt t chc cn c mt tinh thn ch o v gi tr gc mi c nhn nhm n. T chc y han ton c c nh dng vi quy m t Gia nh, Doanh nghip, Cng ng Lng x, Hip hi, Tn gio cho n phm tr Quc gia v Quc t.2.3.3 C s Lng gi Thng hiu v nh gi Doanh nghip:H thng 7P Marketing cng l c s vng chc cc chuyn gia lng gi thng hiu (brand valuation) tin hnh nh gi marketing (audit) v lng gi thng hiu (valuation) mt cch ton din. y l vic lm ht sc cn thit trong tin trnh c phn ha doanh nghip hay nh gi ti sn thng hiu nhm cc mc ch chuyn nhng hay nhng quyn. i chiu vi h thng marketing audit hin hnh (ph bin nht l ca William M. Pride), h thng 7 yu t y cng tm c ting ni chung bi cc nh ngha v phm vi nh gi xt tng ha phn nhiu l ging nhau.2.3.4 Chun mc hay hnh mu ca mt Marketing Plan:Lu nay chng ta cp rt nhiu n k hach marketing tan din, nhng rt thiu c s xc nh mt hnh mu ca K Hoch Marketing. Nh vy mt k hoch marketing y l k hoch m trong bao gm c 7 nhm gii php c lng ha theo tiu ch SMART Nhm 7 gii php bao gm (1) cc gii php sn phm mi, sn phm ton din (l tnh & cm tnh), nhng im c o ca sn phm v c cu cc sn phm; cn lu di quan im ca tip th thng hiu mt sn phm c xem l hon chnh s c xem l mt thng hiu; (2) hoch nh gi (k c chi ph) chit khu kinh doanh hay phn tch nhng li ch kinh t m mt sn phm (d nm bt c dng thc no) c th mang li cho con ngi. Chng hn mt chng trnh truyn thng x hi ch tit kim in c th thuyt phc cng ng bng s thng t nhng d liu mi gia nh tit kim mt bng n th c nc s tit kim 30 triu KW in nng v d liu ny s gip ngi dn thy r li ch kinh t ca vic thc hin hnh vi trch nhim ca mnh. (3) hoch nh phn phi cn thit trong tt c cc k hoch marketing thc thi s mnh mang mt sn phm, dch v, li ch n vi con ngi (khch hng, ngi tiu dng, cng chng). (4) promotion (xin lu ) c hiu l qung b (thng hiu sn phm) ch khng phi l qung b sn phm v cng khng phi l khuyn mi (sales promotion). Qung b l nhim v trng tm ca truyn thng tip th, l s mnh mi y kh khn ca marketing trong mt mi trng cnh tranh (trong mi trng c quyn bn khng cn qung b thng hiu sn phm). Nh vy trong mt k hoch tip th y khng th thiu cc gii php qung b. Phn cn li l cc gii php P5 (con ngi), P6 (quy trnh h thng) v P7 (trit l) m chng ti cp trong phn gii thiu 7P trn y.

Chng 3: NHNG GII PHP V KIN NGH TRONG HOT NG MARKETING TI NGN HNG3.1 Cc gii php nhm pht trin hot ng Marketing 3.2.2 Hin i ha h thng thu thp v x l thng tinThng tin ng vai tr quan trng trong tt c cc hot ng ni chung v hot ng ngn hng ni ring. N nh hng rt nhiu n hiu qu kinh doanh v s tn ti ca ngn hng. Chnh v vy ngn hng cn xy dng mt h thng hin i c th thu thp v x l thng tin tt.Trc ht ngn hng cn trang b mt h thng my tnh hin i, hn ch cc li nh hng n qu trnh giao dch cho cc phng ban, vic ni mng khng ch thc hin c trong h thng ngn hng m c th ni mng c vi cc ngn hng khc.Pht trin cc phn mm hin i cho qu trnh thanh ton ca ngn hng, y nhanh qu trnh thanh ton nhng chnh xc an ton.Tuy nhin, thc hin c iu ny ngn hng cng gp nhiu kh khn v vic trang b my tnh hin i th cn phi c nhiu vn, mt khc do trnh khoa hc k thut nc ta cha pht trin nn phn ln cc thit b cng ngh hin i phi nhp ngoi. Vic ni mng vi cc ngn hng khc khng d dng thc hin c v thng thng cc ngn hng lin kt vi nhau mi c th ni mng vi nhau.3.1.2 Hin i v a dng ha sn phm dch v cho ngn hng nng cao nng lc cnh tranh th ngn hng cn c chnh sch v sn phm ph hp trn c s p dng cc cng ngh hin i, tin tin.Trong hot ng tn dng, ngoi mt s hot ng truyn thng cn m rng thm mt s hot ng mi: thu chi, bao thanh ton, pht trin hn na hot ng bo lnh,T ng ha x l giao dch vi cc dch v gn lin vi ti khon thanh ton da trn h tng cng ngh cao (cng c ghi n trc tip, lin kt ti khon t ng) to c s cng nghip ha tn dng tiu dng.M rng hn na hot ng thanh ton quc t, trc ht cn a dng cc loi ngoi t, m rng thm nhiu mi quan h vi cc ngn hng nc ngoi to thun li hn trong cng tc thanh ton quc ton t chc cc dch v ngn hng khp kn: chuyn v chi tr kiu hi, mua bn, ct gi giy t c gi, i ngoi t, sc du lch, m v thanh ton L/C,..c bit, cn pht trin mng li bn i ngoi t i l. thc hin tt nhng hot ng ngn hng cn u t v pht trin cng ngh hin i v thanh ton, lin kt vi cc ngn hng, cc cng ty v cng ngh v sn phm c nhng hot ng mang tnh cng ngh cao, tin ch cho khch hng. ay l mt hnh thc rt mi m, tuy nhin nu thc hin tt s mang li rt nhiu kt qu tt p.Ngn hng cn sm hon chnh cc tin ch dch v, quy trnh cng ngh, quy trnh nghip v lin quan v trin khai ng b n mng li, im giao dch. Trc mt cn tp trung trin khai mt s dch v ang c sc ht chim lnh th phn.Nhanh chng c kt thc tin, kinh nghim ti cc n v trin khai tt cc sn phm dch v, cho ra i cc sn phm mi, tin ch hn, c th trin khai ti mt s ni ri nhn ra ton h thng.Pht trin cc sn phm dch v hin i: Internet Banking, Mobifone banking, i-banking,thay th cc sn phm truyn thng.Lin tc cp nht cc phn mm hin i nht c th hon thnh tt cng tc pht trin sn phm dch v mi.Pht trin mt sn phm mi i hi phi tri qua rt nhiu giai on v nhiu qu trnh nghin cu, tm hiu ng thi phi c trang thit b cng ngh hin i m trang thit b ngn hng cn lc hu. c bit vic nhn thc v Marketing phi thu o, trong khi Marketing cha thc s i su vo c cu t chc v nhn vin ngn hng , nhiu khi nhn vin ang lm Marketing nhng li khng nhn ra iu . chnh l nhng im hn ch trong vic pht trin sn phm mi ca ngn hng.3.1.3 Xy dng chnh sch li sut linh hot, hp dn.Li sut l yu t rt nhy cm, lun bin ng vi th trng. Li sut nh hng rt ln n kt qu kinh doanh ca ngn hng v n l yu t khch hng quyt nh c s dng sn phm dch v ca ngn hng hay khng.Xc nh c tm quan trng ca li sut, phi phn loi v nh gi khch hng. p dng mc li sut cho tng nhm khch hng c th. ng thi phi xem xt n mc nhy cm ca tng nhm khch hng a ra mc ph v li sut:i vi nhm t nhy cm, ngn hng c th p dng mc ph v li sut cao hn v ngc li.Tng cng hin i ha cng ngh thng tin, tinh gim b my qun l v lao ng nhm gim chi ph ca cc hot ng kinh doanh t tng li nhun cho ngn hng v gim c chi ph cho khch hng.3.1.4 M rng v pht trin mng liMng li l mt knh phn phi ht sc quan trng to ra thng hiu v tng kh nng tip cn sn phm dch v ca khch hng i vi ngn hng.La chn a im t chi nhnh, phng giao dch ph hp, a im thun li, mt bng rng ri. a im ti nhng ni dn c c nhu cu s dng dch v ngn hng cao.Nghin cu k tnh hnh kinh t, chnh tr, phong tc tp qun v cc i th cnh tranh ti a phng cn pht trin mng li t nm bt c nhu cu ca ngi dn, cho ra i cc sn phm dch v ph hp gip cho hot ng c hiu qu hn.Pht trin mng li khng ch cc trung tm, thnh ph ln m cn phi m rng cc vng nng thn, vng su, vng xa ni dn c c nhu cu ln v sn phm dch v ngn hng m cha c p ng c th khai thc tim nng ca th trng.Cn trang b c s vt cht, phng tin k thut y , hin i cho cc chi nhnh, phng giao dch.3.1.5 Nng cao ngun nhn lc c v s lng v cht lng Nhn vin ngn hng l yu t ht sc quan trng, l cu ni gia ngn hng vi khch hng, l mt yu t quan trng quyt nh thng bi trong cnh tranh. iu i hi ngn hng phi nh gi v ngun nhn lc theo cc tiu ch: nng lc, trnh kh nng hi nhp, hiu qu cng tc v hi nhp tt.Trong cng tc pht trin ngun nhn lc ngn hng cn x nh mc tiu kinh doanh trong nhng nm ti c chin lc pht trin ngun nhn lc ph hp.Phn loi, nh gi nhn vin theo cc cp , nghip v khc nhau phn cng ng vic, to hiu qu trong cng vic.o to cho nhn vin cc k nng giao tip vi khch hng to n tng tt v nim tin cho khch hng.Lun lun c chnh sch thu ht v gi chn nhn ti di nhiu hnh thc: c mc lng hp dn. c ch i ng tt, to mi trng lm vic thn thin.Thng xuyn o to nhng cn b ngun, nhng cn b c trnh cao lm ht ging cho b phn lnh o. C chnh sch thng pht cng minh cn b cng nhn vin nhn thc c tm quan trng ca cng vic v thc y lng yu ngh, say m cng vic.T chc cc hi thi pht huy hn na trnh ca cn b cng nhn vin.o to, nn cao kin thc chuyn mn ha trong mt s nghip v quan trng: k ton, thanh ton quc t, tn dng,Ngoi vic la chn nhng cn b cng nhn vin c trnh , khi tuyn dng ngn hng cn ch trng n ngoi hnh, to hnh nh ca mt ngn hng tr, p, nng ng, c trnh ..3.1.6 Trang b kin thc Marketing mt cch ton dinMun t hiu qu cao trong pht trin sn phm, dch v nht thit phi c mt i ng hiu bit v Marketing, a cc sn phm n vi khch hng bng mt thy, tai nghe, tay s v c thc t kim nghim.Ngn hng cn t chc o to mt cch bi bn v Marketing cho cn b, cng nhn vin ngn hng, phi o to cc k nng nh giao tip, qung co, linh hot trong vic ng dng cc chnh sch Marketing.Ngn hng phi u t ngn sch, m cc lp hun luyn, thu cc chuyn gia trong nc v nc ngoi c kinh nghim trong lnh vc Marketing o to cho cn b cng nhn vin.T chc hi tho v Marketing, t chc cc hi thi v k nng Marketing cho nhn vin ngn hng.3.1.7 Thc hin chnh sch va hp tc, va cnh tranh.Trong bi cnh nh hin nay, vi vic xut hin nhiu ngn hng, cng ty trong v ngoi nc c trnh pht trin cao hn v mi mt, c ting vang ln trn th trng. pht trin v m rng sn phm dch v, to c s ch i vi khch hng,cn ch ng hp tc vi cc ngn hng, doanh nghip thng qua hnh thc lin kt cc sn phm, c th mua c phn tr thnh mt trong nhng c ng ca cc doanh nghip, ngn hng . T , c th hc hi c kinh nghim thnh cng ca h.Bn cnh , ngn hng khng ngng tng kh nng cnh tranh, n lc to v th cnh tranh c th, mang tnh di hn trn th trng thng qua kt hht trinp nhun nhuyn cc chnh sch Marketing. Ngn hng phi lun u t cc cng ngh hin i, tha mn yu cu pht trin kinh doanh ngy cng a dng, yu cu qun tr ri ro, thanh khon, c kh nng kt ni vi cc ngn hng khc. Nghin cu nhng mt hn ch, tin ch ca sn phm dch v hin i trn c s m bo c phng chng ri ro, bo mt v hot ng an ton.3.1.8 Tng cng hot ng giao tip khuch trng.Bn cnh vic nng cao cht v lng cu sn phm dch v, cc ngn hng cn coi trng hot ng Marketing bng hot ng giao tip khuch trng.Cn c chnh sch qung co ph hp, khng phi qung co nhiu l c hiu qu m phi bit qung co mt cch c mc ch. Ngoi vic qung co trn truyn hnh, internet, t ric th thc hin qung co c hnh thc v ni dung di dng nhng bi bo to s quan tm ca khch hng.Tng cng cc hot ng khuyn khch, ng k ti tr nhng chng trnh ln, c bit ch trng n cng tc t thin qung b thng hiu.T chc cc hot ng giao lu vi cc ngn hng, doanh nghip khc to s hp tc, thit lp quan h gia hai bn.V cc trng i hc, giao lu vi sinh vin, ng h cho nhng sinh vin ngho vt kh, ti tr hc bng cho nhng sinh vin gii.Thng xuyn t chc hi ngh khch hng, t chc cc cuc iu tra, thm d v sn phm dch v bit c kin phn hi ca khch hng.C chnh sch quan tm, chm sc nhng khch hng thng qua hot ng: gi th thm hi, i vi nhng khch hng c quan h lu di c th gi qu tng vo dp l, tt, sinh nht,3.2. Nhng kin ngh v hot ng.3.2.1 Kin ngh vi nh ncHin nay Marketing xm nhp vo hu ht cc hot ng kinh doanh ca doanh nghip Vit Nam, nhng n vn cn mi m. Chnh v vy qun l ca nh nc i vi hot ng ny mi ch bt u, cha c chnh sch r rng, c th v cha c quan tm ng hng. to iu kin cho cc ngn hng hot ng c hiu qu v ng dng tt Marketing trong hot ng kinh doanh ca ngn hng, trong thi gian ti Nh nc cn hon thin h thng php lut ni chung v php lut v ngn hng ni ring. c bit phi hon thin cc iu lut thng mi v qung co, khuyn mi, m rng to iu kin Marketing c th ng dng vo hot ng ca ngn hng, tuy nhin trnh tranh chp, cnh tranh khng lnh mnh.Nh nc cn u t cho hot ng Marketing di hnh thc cp ngn sch o to cho cn b trong lnh vc ny.3.2.2 Kin ngh vi ngn hng Nh nc h thng ngn hng thng mi hot ng hiu qu, i hi phi c s ch o, nh hng t Ngn hng Nh nc. Ngn hng Nh nc cn ch : Hng dn cc ngn hng thng mi trong vic thnh lp phng Marketing c lp v ch o cc ngn hng thng mi phi hp vi nhau t chc hi c trin lm cc sn phm dch v ngn hng. Li sut theo c ch th ni c s iu tit, mi ngn hng ty theo iu kin s c mt mc li sut cho ring mnh. Tuy nhin nhiu lc gy ra s chnh lch li sut rt ln gia cc ngn hng, c bit l ngn hng quc doanh v ngn hng thng mi c phn. V vy, Ngn hng Nh nc cn c s ch o li sut dao ng trong mt bin chnh lch nhau khng ln. Bt buc cac ngn hng thng mi phi c s chun ha v i ng cn b cng nhn vin c trnh ln hnh thc, y l yu t quan trng c th ng dng Marketing c hiu qu. Hon thin v i mi cc cng c qun l vic qun l c hiu qu.

KT LUN tn tai v pht trin trong mi trng kinh doanh vi p lc cnh tranh ngy cng gia tng v cha ng nhiu ri ro nh hin nay th vic ng dng Marketing trong hot ng ngn hng l vic ht sc cn thit, l cha kha dn n thnh cng ca ngn hng.Marketing tr thnh cu ni gn kt hot ng ca ngn hng vi th trng. Th trng va l i tng phc v, va l mi trng hot ng ca ngn hng, c tc ng hu c vi nhau. iu ny s gip ch ca cc ngn hng nhn bit c cc yu t ca th trng, nhu cu ca khch hng,v sn phm dch v v s bin ng ca chng. Mt khc, Marketing l mt cng c dn dt hng chy ca tin vn, khai thc kh nng huy ng vn, phn chia vn theo nhu cu ca th trng.Mun tn ti v ng vng trn th trng, trong thi gian ti cc ngn hng phi lun ch trng, quan tm ng mc n hot ng Marketing. Phi lun ci tin, i mi , t hon thin mnh c th t c mc tiu ra v vn ti mt th trng khu vc v th gii.

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