HC VIN NGN HNG Khoa Ngn hng ____***____

BI THO LUN
Mn Bi s : Marketing Ngn hng :1

Thc hin: Nhm Sky

Sn phm lin kt Ngn hng- Bo him

Ngn hng TRUSTBank I/ Hot ng Marketing trong ngn hng
1. S cn thit ca hot ng Marketing trong ngn hng Nn kinh t Vit Nam ang tng bc hi nhp vi nn kinh t th gii. Vic thc hin Hip nh thong mi Vit - M cng nh vic gia nhp T chc thng mi th gii (WTO) ang t ra rt nhiu thi c v thch thc i vi cc Ngn hng Vit Nam. M ca th trng ti chnh - tin t - ngn hng s to cho cc Ngn hng Vit Nam c thm nhng th trng mi, hp dn v y tim nng nhng i km vi n l s cnh tranh v cng khc lit m i th ln hn cc Ngn hng ca chng ta rt nhiu. Khng ch c th, nguy c mt c th trng trong nc cng rt ln v i hi cc Ngn hng Vit Nam phi khng ngng i mi, hon thin bn thn c th thch nghi vi nhng iu kin mi. Vic tch cc ng dng ngy cng nhiu Marketing hin i vo hot ng kinh doanh Ngn hng lm cho b mt cc Ngn hng Vit Nam dn thay i, lng tin ca khch hng i vi Ngn hng ngy cng c cng c v pht huy. T ch sn ai ny thnh sn chung m mi ngi ai mun cng vo c, tan cu ha thay i bn cht ca hat ng kinh doanh, t ch tp trung sn xut ra sn phm tt nht, r nht c th c, ngn hng phi dch chuyn s ch tm ca mnh ra th trng. n gin l v h mun khch hng tin dng v mua sn phm ca h hn l ca i th cnh tranh. V lm c vic cn phi hiu nhu cu ca khch hng tt hn, h cn truyn thng tt hn v sn phm ca h, v h cn xy dng quan h gn b lu di gia thng hiu vi nhm i tng khch hng mc tiu. Chnh v nhng l do trn, marketing ngy cng tr nn mt chc nng quan trng. Nhng marketing khng ch l mt chc nng trong hot ng kinh doanh, n l mt trit l dn dt ton b hot ng ca ngn hng trong vic pht hin ra, p ng v lm tho mn cho nhu cu ca khch hng. Ngn hng cn phi bit lm th no xc nh v phn khc th trng, xy dng gii php hp dn cho cho khch hng, v xy dng thng hiu vi nh v mnh. H phi bit lm th no lm gi cho gii php ca mnh mt cch hp dn v hp l, v lm th no chn v qun tr knh phn phi a sn phm ca mnh n ngi tiu dng mt cch c hiu qu. H cn phi bit lm th no qung co v gii thiu sn phm ca mnh, khch hng bit v mua. Khng ch th, h cn phi bit p dng chin lc th trng v phng php qun tr ph hp vi thc t th trng y k thut mi trong xu hng ton cu ho. Trong thi im hin ti, dch v ngn hng c d bo s l lnh vc cnh tranh rt khc lit khi vng bo h cho ngn hng thng mi trong nc khng cn. n nm 2010, thc hin m ca hon ton th trng dch v ngn hng; loi b cn bn cc hn ch tip cn th trng dch v ngn hng trong nc, cc gii
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hn hot ng ngn hng (qui m, tng s dch v ngn hng c php) i vi cc t chc tn dng nc ngoi, thc hin i x cng bng gia t chc tn dng trong nc v t chc tn dng nc ngoi; gia cc t chc tn dng nc ngoi vi nhau theo cc nguyn tc i x ti hu quc, i x quc gia v cc nguyn tc khc trong Tho thun GATS/WTO v cc tho thun quc t khc khng mu thun vi tho thun GATS/WTO. ngha ca hot ng Marketing trong 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. Hot ng ca ngn hng v th trng c mi quan h tc ng hu c v nh hng trc tip ln nhau. Do vy , hiu c nhu cu ca th trng s lm cho hot ng ca ngn hng c hiu qu cao. iu ny s c thc hin tt thng qua cu ni Marketing bi Marketing gip ch 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 mt cch hp l.

Marketing gp phn to v th cnh tranh ca ngn hng

Qu trnh to lp v th cnh tranh ca ngn hng c lin quan cht ch n vic to ra nhng sn phm dch v khc bit v ch r li th cnh tranh ca sn phm dch v th trng mc tiu, ng thi phi lm cho khch hng thy c li ch thc t t nhng sn phm dch v . Do , vic to lp v th cnh tranh ca sn phm dch v ngn hng ph thuc kh ln vo kh nng, trnh marketing ca mi ngn hng. 2. Hot ng marketing ca Trust Bank. Hin ti tuy Trust Bank vt qua kh khn ban u ca cc ngn hng ti Vit Nam trong quyt nh nng vn iu l ln mc 3000 t ng vo ngy 2/6/2010, nhng vn phi i mt vi cnh tranh khc lit trong ngnh ngn hng vi s lng ngn hng hin ti Vit Nam l 5 ngn hng quc doanh, 39 ngn hng thng mi trong nc, 13 ngn hng 100% vn u t nc ngoi v 5 ngn hng lin doanh (thng k trn vi.wikipedia.org tnh ti thng 7 nm 2010) . Vi cc iu kin hin ti, trong tng lai s c them nhiu i th cnh tranh t trong v ngoi nc (theo nhn xt ca ng L Thm Dng, Trng khoa Qun tr Kinh doanh, i hc Ngn hng TP.HCM _ ngun web X Lun) Trong nhng nm va qua, hot ng ngn hng nc ta c nhng chuyn bin su sc. Quy m kinh doanh ngy cng m rng c v s lng ln phm vi, cc loi hnh kinh doanh a dng v phong ph hn. T , vic tip th cc sn

phm dch v ngn hng l rt cn thit. Nu khng c Marketing th ngn hng s b tr tr rt nhiu v dn dn mt tnh cnh tranh trn th trng. V th cc chin lc chnh sch Marketing ngn hng c cc nh ngn hng quan tm ch trng n nhng hin nay hiu qu ca hot ng ny em li cha tng xng vi tim nng hin c. Nhn xt chung v tnh hnh Marketing trong lnh vc ngn hng, ng Dng, i hc Ngn hng cng nh gi: Mc d c nhiu i m, song hot ng PR, qung co vn cha t cht lng. Cc hot ng tip cn th trng nh hi ch, trin lm, dch v t vncha nhiu. Cng tc nghin cu th trng t xc nh th trng mc tiu, tim nng li cha c ch . Mc d i Tn bc u thnh cng trong vic qung b thng hiu ngn hng ca mnh, nhng vn cha thot khi xu th chung. Thit ngh ngn hng nn c s ch trng hn vi vn ny c th t c bc tin mi, tin bc xa hn so vi cc i th, tiu biu hn l vic qung b rng ri v c th hn v cc sn phm ca mnh. Vic a dng ha sn phm cng nh s quan trng ca hot ng Marketing cng c Ch tch hi ng qun tr TRUSTBank, ng Hong Vn Ton khng nh trong bui phng vn ca ng v k hoch tng lai ca ngn hng sau nhng thnh cng trong vic tng trng 250%/nm vo u nm nay 2010 (tin t trang web ca Trust Bank)

II/ Bancassurance Sn phm Bo him lin kt Ngn hng

1. Sn phm Bo him lin kt Ngn hng Bo him lin kt Ngn hng (Bancassurance) l loi hnh phn phi bo him kt hp gia Cng ty Bo him v Ngn hng, ra i nhm mang n cho khch hng ang tham gia cc dch v ti chnh ti ngn hng s bo v ti chnh trc nhng ri ro ngoi mun. Loi hnh phn phi ny v ang pht trin mnh ti mt s nc nhng nhn chung vn ang rt mi m vi th trng Vit Nam. Cc hnh thc ca Bancassurance Bancassurance c th c hnh thnh theo nhng cch sau : - Ngn hng k tha thun phn phi sn phm vi Cng ty bo him, ng vai tr l ngi i din bn hng hoc mi gii bo him cho Cng ty bo him; - Ngn hng v Cng ty bo him nm gi c phn ca nhau; - Lin doanh: Ngn hng v Cng ty bo him cng thnh lp mt Cng ty bo him mi cng kinh doanh; - Ngn hng mua ton b hoc mt phn Cng ty bo him hoc ngc li; - Ngn hng thnh lp mt Cng ty bo him mi.

Nh vy, xt v mc kt hp gia ngn hng v bo him, Bancassurance c th c phn chia thnh cc hnh thc c bn sau: Tha thun phn phi, ng minh chin lc, Lin doanh v Tp on dch v ti chnh. Di y l cc c im ca mi hnh thc, c trnh by theo mc kt hp tng dn. 2. Bancassurance ti Vit Nam Vi nn kinh t pht trin mnh trong nhng nm gn y, Vit Nam ang chng kin s ra i v pht trin ca nhiu ngn hng thng mi cng cc dch v ti chnh ngn hng nhm mang li s phc v tt hn cho ngi tiu dng. y l tin quan trng cho s ra i v pht trin mnh m ca Bo him lin kt Ngn hng ti Vit Nam. Tuy nhin, chng ta thy, ti Vit Nam loi hnh ny xt v mt s lng mi c: Cng ty Bo him Ngn hng u t & Pht trin Vit Nam (BIC); Cng ty Bo Ngn ca VietinBank, Cng ty TNHH Bo him nhn th Vietcombank (VCB Cardif), Chnh v vy sn phm Bo him lin kt Ngn hng vn cha p ng c y nhu cu ca khch hng nhng trong tng lai tnh trng ny c k vng l s ci tin ng k. Khi nhu cu tham gia cc sn phm ngn hng ca ngi dn ngy cng cao v vic tham gia cc gi sn phm bo him ti ngn hng mang li cho khch hng rt nhiu quyn li thit thc, th trng Bo him lin kt Ngn hng ha hn nhng tim nng rt to ln cho hin ti v tng lai. Bancassurance vn l mt knh phn phi c th ni kh mi i vi th trng Vit Nam. S d ni nh vy, bi l du cho nhng hp ng hp tc u tin gia cc cng ty bo him vi cc ngn hng ti Vit Nam c k cch y 5 nm, song doanh s thu c t knh phn phi ny cn qu nh b (doanh thu ph bo him qua h thng ngn hng ca Vit Nam c tnh chim khong 2%/ tng doanh thu). Vi nn kinh t pht trin mnh trong nhng nm gn y, Vit Nam ang chng kin s ra i v pht trin ca nhiu ngn hng thng mi cng cc dch v ti chnh ngn hng nhm mang li s phc v tt hn cho ngi tiu dng. y l tin quan trng cho s ra i v pht trin mnh m ca bancassurance Vit Nam. Khi cc nn kinh t tng trng v chn mui, nhng nhu cu v ti chnh ca ngi tiu dng cng thay i, vt khi khun kh nhu cu i vi cc sn phm ngn hng n gin n vi cc sn phm bo him v u t. Cc sn phm bo him c yu t tit kim bn chy knh phn phi bancassurance do quy trnh

bn hng ca cc sn phm ny d dng thc hin hn, tng t nh quy trnh giao dch cc chng ch tin gi. M hnh bo him lin kt ngn hng c trin khai Vit Nam t nm 2005. Theo nhn nh ca cc chuyn gia ngnh bo him, tim nng th trng ny rt ln bi thu nhp ca ngi dn ngy cng cao, vic trin khai tr lng qua th, iu kin h tng cng ngh, nhn thc ca ngi dn v ngn hng v bo him ngy cng c nng ln. Bn cnh , lnh vc ngn hng ha hn pht trin si ng hn na. Nu nh cc nm trc, s mn m trong mi quan h hp tc ny ch yu n t pha doanh nghip bo him, th t nm 2010 tnh hnh c th s khc. Cc ngn hng khng th da mi tng trng vo huy ng vn v tn dng. Nhng hnh thc hp tc nh vy s a dng ngun thu t pha hoa hng ngn hng nhn c t mi hp ng c giao kt thnh cng, ng thi phong ph ha chui dch v ti chnh m ngn hng cung cp cho khch hng, tng hiu qu kinh doanh v c hi bn cho sn phm ca mnh. 3. Li ch ca Ngn hng khi tham gia bancassurance.

- C thm dch v cung cp cho khch hng, qua tng cng kh nng cnh tranh
ca mnh, tng kh nng duy tr khch hng v thu ht hn nhiu khch hng mi s dng cc dch v ca ngn hng. Ngn hng c th tng doanh thu t vic cung cp cc dch v ngn hng cho khch hng mua bo him.

- Tng thu nhp khng phi t li thng qua vic thu ph cc dch v ngn hng (ph chuyn khon, ATM, th tn dng), cho thu mt bng giao dch, hoa hng t bn bo him Ngn hng c th tn dng c s khch hng, mi quan h di hn vi khch hng, h thng phn phi hin thi nhm to ra li th so vi cc knh phn phi khc trong vic phn phi cc sn phm bo him nhm to ra thu nhp n nh. - Tng nng sut hot ng ca nhn vin ngn hng thng qua vic cung cp thm cc sn phm bo him, do vy gip gim chi ph c nh mt cch tng i cho ngn hng, ng thi, cc nhn vin ngn hng cng c thm ng lc v thu nhp. Ngoi ra, vn ha bn hng thu nhn c trong hot ng kinh doanh bo him s tc ng tch cc tr li i vi hot ng kinh doanh ca ngn hng, nng cao cht lng dch v ngn hng. - Tng cng thng hiu v uy tn ca mnh trn th trng, ng thi, to thm nng lc i mi, gim bt s bin ng ca li nhun theo thi gian do kh nng sinh li ca ngnh ngn hng v bo him thng bin ng khng theo cng mt chu k. Thm vo , Bancassurance gip gim vn theo ri ro ca ngn hng. Vic
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cung cp cc sn phm bo him gip gim thiu ri ro khng thu hi c n ca ngn hng i vi cc khon cho vay. - Gip tng ngun vn huy ng ca ngn hng t pha bo him. C th thy trong cc tho thun hp tc ca cc Cng ty Bo him nhn th Vit Nam vi cc ngn hng u bao hm cc tho thun u t tin hoc ph bo him thu c vo ngn hng. i vi Cng ty bo him Bancassurance to ra ngun khch hng mi, c hi cho cc sn phm mi v tit kim chi ph nh quy m ln. Cng ty bo him c th tip cn v s dng ngun d liu rt ln v khch hng ca ngn hng, qua gim chi ph phn phi sn phm. C th thy, nhng khch hng ca ngn hng l nhng khch hng tim nng ln i vi cc Cng ty bo him v h thng c thu nhp trung bnh kh tr ln v t nhiu c thi quen s dng dch v ti chnh. - a dng ha cc knh phn phi, tng cng kh nng cnh tranh nht l trong giai on th trng bo ho, ng thi gim bt s bin ng li nhun theo thi gian. - Bn cc sn phm ngn hng cho khch hng tham gia bo him, qua gip gim thiu ri ro pht sinh t vic giao dch bng tin mt, gii quyt tt bi ton thu ph, thanh ton quyn li bo him bng tin mt. i vi cc nc m ngi dn c thi quen s dng tin mt cao nh Vit Nam, iu ny rt c ngha. Thc t cho thy, cc Cng ty bo him, c bit l cc Cng ty bo him nhn th Vit Nam chu ri ro ln trong vic qun l tin mt trong qu trnh thu ph, gii quyt quyn li bo him (mt cp, tin gi, nhm ln) v gii quyt bi ton rt ln v t chc lc lng thu ph bo him. R rng, Bancassurance gip gim bt s l thuc ca Cng ty bo him vo h thng i l v mi gii. - Tng cng thng hiu v uy tn ca mnh trn th trng trong vic s dng uy tn v thng hiu ca ngn hng, v trn thc t h thng ngn hng thng c uy tn rt ln trong i sng kinh t x hi. i vi khch hng Khch hng c s dng cc dch v ti chnh trn gi vi chi ph thp hn v thun tin hn. Khch hng c th qun l ri ro tt hn v hoch nh ti sn hiu qu hn. ng thi, khch hng c th c hng cc dch v gia tng khc. Bn cnh , khi mua bo him ti ngn hng, khch hng c th c thm nim tin v c thm mt ngi na bo lnh uy tn cho Cng ty bo him. Khch hng cng c th c hng li t chnh sch u i thu ca Nh nc - Tng kh nng hiu bit v cng ty bo him v ngn hng. Gim ri ro do thng tin bt cn xng.

III/ Nghin cu th trng, nghin cu mi trng kinh doanh v trin vng pht trin ca sn phm
1. Nghin cu th trng. Vi th trng bo him Vit Nam hin nay, th ngun nhn lc vn cn hn ch, v qui m o to, ri trnh chuyn mn, chuyn gia gii vn cn thiu. c bit l h thng v cng ngh thng tin, rt t cc cng ty t tiu chun quc t, cc

cng ty Vit Nam quan tm nhng trong thc t th gn nh cha thnh cng trong vic ng dng cng ngh thng tin qun l v gim st hot ng ca bo him nhn th v phi nhn th. V cc chuyn gia cng ngh thng tin th khng hiu v lnh vc bo him hoc ngc li cc chuyn gia bo him th khng hiu v lnh vc cng ngh thng tin. Vic chn cng ty bo him lin kt cng l mt yu t quan trng nh hng ti s qut nh ca khch hng, ph thuc vo mc tin cy ca cng ty bo him . Hin ti ta bit thc trng ca th trng bo him thong qua bn tin bo him ton cu (ngun: vass.com.vn) nh sau : Tnh n ht thng 6/2010, c 50 Doanh nghip Bo him hot ng trn th trng trong bao gm 27 Doanh nghip Bo him phi nhn th, 11Doanh nghip Bo him nhn th, 10 Doanh nghip mi gii bo him v 1 Doanh nghip ti bo him. Hin ti B Ti chnh chp nhn v nguyn tc vic cp giy php thnh lp v hot ng cho 01 Doanh nghip Bo him phi nhn th -Cng ty Bo him Cathay Vit Nam v 01 Doanh nghip Bo him nhn th - Cng ty Bo him nhn th Fubon Vit Nam. Th phn tng doanh thu ph bo him ca cc doanhnghip v c bn khng khc bit nhiu so vi nm 2009: Prudential 38,9%, BoVit Nhn th 31,4%, Manulife 10,5%, AIA 6,6%, Dai-ichi 6,3%, ACE 4,5%, KoreaLife 0,9%, Cathay 0,5%, Prevoir 0,3% v Great Eastern 0,1%. Th phn doanh thu ph bo him khai thc mi khng c s thay i ti nhm dn u th trng: Prudential dn u th trng vi th phn t 31,8%, tip n l BVNT25,2%, Manulife 10,9%, ACE 9,6%, Dai-ichi v AIA chim th phn tng ng nhau 8,3%. Nhm doanh nghip ng sau c s thay i ln v v tr vi s vn ln ca cc doanh nghip bo him mi nh Korea Life 3%, Cathay1,4%/ tip theo l Prevoir 1%, Great Eastern 0,2%. VCLI mi trin khai hot ng cui nm 2009 nn doanh thu ph vn thp. Ngoi ra da theo cc hot ng hin ti ca Trust Bank trong vic m rng th trng ra cc nc nh Nht Bn, Hn Quc, Trung Quc ta c th ch hn ti tn binh mi ca ngnh bo him: Korea Life vi th trng Hn Quc. V theo nhng thong tin sau, Korea Life c th nhanh chng pht trin mnh m trong th trng bo him ti Vit Nam:T uy mi vo th trng bo him nhn th Vit Nam t thng 4-2009, nhng cng ty ny hin b xa Great Eastern. Nu ch so doanh thu ph bo him mi trong chn thng cui nm 2009 th Korea Life cng vt qua Cathay Life. Vi nhng thnh cng bc u, nm 2010 Korea Life a ra k hoch kh to bo: d kin s chim 10% th phn bo him nhn th Vit Nam trong vng nm nm ti. Korea Life Vietnam c doanh thu ph khai thc mi trong qu II/2010 tng trng gn 80% so vi cng k nm trc... Sau khi chnh thc k kt hp tc chin lc vi ILA cung cp thm nhng gi tr gia tng cho khch hng, Korea Life Vietnam cng a ra th trng mt sn phm chuyn bit dnh cho i tng khch hng ang chun b cho k hu tr ca mnh l sn phm An khang hu tr ton din - sn phm thuc dng bo him hn hp. Thi gian ti, Korea Life Vietnam d

kin s m thm vn phng kinh doanh ti Bnh Dng v tip tc a ra th trng nhng sn phm bo him b sung (ngun: thesaigontimes v bn tin SBC)

Ngnh bo him v ngn hng Vit Nam c th pht trin tt hn nu c hai ngnh lin kt trn c s lin kt hot ng vi nhau. Tuy nhin, c th lin kt su sc theo cch m th gii v ang thc hin, Vit Nam cn phi vt qua mt s tr ngi v mt php l. Hin B Ti chnh cha c quy nh no v loi hnh bo him lin kt ngn hng. Do Lut kinh doanh bo him vn cha cp nht, cha y nn vn thng xy ra nhiu v kin tranh chp v quyn li bo him, gia cng ty bn bo him v ngi mua bo him. Thc t vng mc v php l nu trn hn ch pht trin ca dch v bo him, hn ch ngun vn huy ng t knh bo him. Hin ang c nhiu nh u t nc ngoi mun tham gia lnh vc bo him lin kt ngn hng, nhng do php l ti Vit Nam cha r rng nn cc nh u t cng c phn e ngi. Trong mt vi nm gn y, cc sn phm bo him theo loi hnh bancassurance nhanh chng tr nn rt ph bin khng ch Vit Nam m cn trn ton chu . Tuy nhin, theo cc chuyn gia, trong tnh hnh nn kinh t cn nhiu kh khn nh hin nay, cc DN bo him s quan tm n vic li nhun h thc s thu c t knh phn phi ny l bao nhiu hn l vic ch m rng th phn; ng thi, mt s DN bo him cng c cch nhn mi v mi quan h hp tc bn sn phm vi ngn hng. tn ti v tip tc pht trin, cc cng ty bo him a dng ha sn phm, nng cao cht lng dch v, thay i t duy qun tr, nng cp trnh cng ngh, nht l cng ngh thng tin Trong , rt nhiu doanh nghip ang tch cc trin khai m hnh sn phm bancassurance. Mc d l mt hnh thc mi, nhng Bancassurance v ang pht trin tr thnh knh phn phi hiu qu trong vic cung cp sn phm bo him trn th gii. Nhiu ngn hng nm bt c xu hng ny nhanh chng gia tng c uy tn, v th v doanh thu ca mnh. Trc xu th pht trin chung v trong bi cnh hin nay khi trn th trng ti chnh Vit Nam, s cnh tranh trong vic cung cp cc dch v ngn hng ngy cng mnh m, th vic nm ly c hi v thc hin cung cp sn phm bo him tr thnh yu cu i vi cc ngn hng, c bit l cc ngn hng ln. Do l hnh thc mi nn sn phm Bo him lin kt Ngn hng vn cha p ng c y nhu cu ca khch hng nhng trong tng lai tnh trng ny c k vng l s ci tin ng k.

Phn phi sn phm bo him thng qua mng li ngn hng Vit Nam c nhng bc pht trin v kt qu nht nh. Ban u, cc ngn hng a ra nhng sn phm ngn hng mang c im ca bo him nhn th nh sn phm Tit kim nh k v tng lai (Techcombank). Tip theo, cc ngn hng v cc cng ty bo him k cc tho thun, theo ngn hng l i tc ng vai tr nh cc i l bn sn phm bo him, v d nh s lin kt gia Bo Vit vi Agribank. Mt hnh thc Bancassurance cao hn l cc ngn hng lin doanh vi cc cng ty bo him trong nc v ngoi nc thnh lp cc cng ty bo him, v d nh: Ngn Hng Cng Thng Vit Nam (VietinBank) lin doanh vi Cng ty Bo him Chu Singapore thnh lp Cng ty lin doanh Bo him Chu - Ngn hng Cng thng.... Mc d vy, Bancassurance vn cn cha thc s ph bin trn th trng, nguyn nhn ch yu l do h tng cng ngh, trnh nhn thc ca c ngi dn, ngn hng v bo him cn hn ch. Mt yu t quan trng khc m hnh kinh doanh Bancassurance thnh cng cn phi c mt nn tng IT vng mnh v cng c qun l rt tt. Nn tng IT c t ti cc cng ty bo him cn ngn hng qun l quan h khch hng. Mi quan h gia ngn hng v cc cng ty bo him phi cht ch vi nhau. Tuy nhin nhng sn phm lin kt nh vy s xut hin ngy mt nhiu. Trong thi gian ti Bancassurance s tng tc thng qua nhng sn phm nh dch v thanh ton th qua thit b chp nhn th, dch v thu chi tin mt ti ch, thanh ton tin mt t xa... Phn tch m hnh SWORT ca ngn hng i tn: a) im mnh: Ngn hng thng mi c phn c phn i tn trustbank l ngn hng c phn u tin ca tnh Long An -> sc cnh tranh trong khu vc l ln, chim u th, th phn trong khu vc cao. Theo quyt nh s 1855/Q-NHNN ca ngn hng NNVN, ngy 21/08/2008, ngn hng TMCP i tn chuyn a im tr s chnh n s 145-147-149 Hng Vng, phng 2, th x Tn An, tnh Long An-> ngn hng c c v tr kinh doanh tt, thu ht khch hng. Ngn hng i tn chuyn i m hnh hot ng t Ng hng TMCP nng thn sang Ngn hng TMCP th to iu kin cho Ngn hng nng cao nng lc v ti chnh, m rng mng luwois hot ng kinh doanh, sc cnh tranh v pht trin
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mnh m, nh du mt giai on pht trin mi ca trustbank vi mc tiu phn u tr thnh mt ngn hng bn l hin i theo cc chun mc ca quc t, cung cp sn phm dch v a dng t c bn n cao cp, hon thnh mc tiu a Trustbank tr thnh mt trong s cc ngn hng c cht lng phc v tt nht ti Vit Nam. Ngn hng cung cp a dng cc sn phm, dch v ti chnh ph hp vi nhu cu ca khch hng c nhn v doanh nghip nh tin gi thanh ton, tit kim, cho vay->p ng c nhu cu khch hng, tng sc cnh tranh. Mng li hot ng ca ngn hng ngy cng c m rng v pht trin nhm phc v v p ng cc nhu cu ca khch hng. i ng nhn vin c trnh i hc v trn i hc, thng xuyn c o to chuyn mn nghip v ti trung tm o to ca Trustbank v cc trng i hc, Vin nghin cu trong nc -> nng cao nghip v chuyn mn trong cc giao dch vi khch hng. b) im yu: Ngn hng Trustbank c quy m vn nh vi vn iu l l 2000 t ng, n thng 6/2010 vn iu l mi tng ln 3000 t ng-> nng lc ti chnh khng mnh, sc cnh tranh km. Bn cnh i tng khch hng ca ngn hng khng a dng, cc sn phm dch v ch yu phc v khch hng c nhn v doanh nghip. Ngun nhn lc hn ch, trnh cng ngh cn thp. H thng dch v cn n iu, cht lng cha cao, cha nh hng theo nhu cu khch hng v cn nng v dch v ngn hng truyn thng. Ngn hng cng cha c vn bn v sn phm lin kt ngn hng-bo him. c) C hi: Do sn phm lin kt ngn hng-bo him l sn phm mi ti th trng ngn hng Vit Nam nn khi cung cp sn phm ny ngn hng trustbank c c hi nng cao sc cnh tranh, thu ht khch hng, c c hi gia tng c uy tn, v th v doanh thu ca mnh. Ngnh ngn hng ang ngy cng pht trin vi th trng bn l ph hp vi mc ch ca ngn hng.. - Ngn hng lun l ngnh c c s u i c bit ca nn kinh t do y l ngnh lin quan trc tip n sc khe ca nn kinh t. - Cc ngn hng thng mi c phn c thnh lp ngy cng nhiu nhng vi s vn iu l khng cao, trong khi cnh tranh trn th trng ngy cng khc
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lit, s to c hi cho ngn hng t mc vn iu l quy nh, m rng qui m vi vic lin kt vi cc ngn hng khc.. - Vi cc n m rng th trng sang Nht Bn, Hn Quc, Trung Quc, ngn hng c th gia tng sc nh hng ca mnh d) Thch thc: Cng do nguyn nhn sn phm lin kt bo him ngn hng l sn phm mi nn khi cung cp sn phm ny, ngn hng c nguy c i mt vi ri ro. Bn cnh th qui m o to, ri trnh chuyn mn, chuyn gia gii vn cn thiu. c bit l h thng v cng ngh thng tin vn cn yu km, cha hon chnh, trnh nhn thc ca c ngi dn, ngn hng v bo him cn hn ch. Mt yu t quan trng khc m hnh kinh doanh Bancassurance thnh cng cn phi c mt nn tng IT vng mnh v cng c qun l rt tt m y l nhng yu t m ngn hng vn cn cha tt. Thm vo , sn phm ny cn ph thuc vo mi quan h gia ngn hng v DN bo him. Cc DN bo him quan tm n doanh s m h thu c nhng cng quan tm nhiu n ri ro ca sn phm nn nhiu DN bo him vn s e ngi khi tham gia. Hn na, do Lut kinh doanh bo him vn cha cp nht, cha y nn vn thng xy ra nhiu v kin tranh chp v quyn li bo him, gia cng ty bn bo him v ngi mua bo him nn thc hin cung cp sn phm lin kt ngn hng-bo him, ngn hng s phi i mt vi rt nhiu vn . Thm vo l ngn hng phi i ph vi ri ro lch kp l ri ro k hn v ri ro t gi. 2. Nghin cu mi trng kinh doanh: a. Phn tch PEST: Vi nhn nh chung: mi trng kinh t v m sp ti c bn thun li cho ngnh ngn hng cng vi nim tin kinh t s phc hi. Di y ch l nhng phn tch nh hng trc tip ti ngnh ngn hng trong nm 2010. *Political: V chnh sch tin t ca NHNN Khng cn c hng li t chnh sch h tr li sut, kch cu: i vi Quyt nh 131, thi gian ko di n ht qu I/2010, mc h tr li sut t 4%/nm h xung cn 2%. y c coi l thch thc i vi lnh vc ti chnh - ngn hng nm 2010: tng trng tn dng ca cc ngn hng trong nm ti khng cn c hng li t chnh sch h tr li sut, kch cu.

Tng trng tn dng d kin s khong 25%: theo thng tin t ngn hng nh nc, nm 2010, tng trng tn dng d kin s khong 25%, thp hn nhiu so vi mc 37,73% ca nm nay. Vic nh hng tng trng tn dng mc 25% c ngn hng nh nc xem xt trn c s yu cu tht dn chnh sch tin t phng nga kh nng lm pht cao tr li, nhng cng trnh vic tht cht t ngt c th gy sc i vi nn kinh t cng nh i vi hot ng ca cc doanh nghip. Trong khi ngun thu ng gp vo li nhun ngn hng vn ch yu t hot ng tn dng v r rng iu ny s nh hng n k hoch li nhun ca cc ngn hng. V chnh chnh sch iu hnh ca chnh ph Chm dt hoat ng cua cac san vang t 30/3/2010: ngy 30/12/2009, th tng c kin ch o v qun l nh nc lin quan n kinh doanh sn giao dch vng v kinh doanh vng trn ti khon trong nc. Theo , cng vic kinh doanh trn nhng sn vng bt buc phi ngng trc ngy 30/3/2010. Vi ch trng ny th r rng s tc ng n hot ng ca cc ngn hng c trung tm giao dch vng trc thuc, mt lnh vc ng gp ngun li nhun ng k ca cc ngn hng. *Economic: V d bo tng trng GDP Nm 2009 khp li vi mt kt qu c ghi nhn l nn kinh t vt qua y suy gim v ang hi phc. GDP tng dn qua tng qu (xem biu ) v t mc tng trng 5,2% cho c nm. Theo d bo m Goldman a ra trong bo co ln ny, kinh t Vit Nam s tng trng 8,2% trong nm 2010. Theo nhiu d bo kinh t ca IMF, WB, ADB kinh t th gii c th phc hi vo nm 2010 v tng trng trong nhng nm tip theo. Sau y l mt s nhn nh trong bo co v kinh t Vit Nam ngy 3/12/2009, ngn hng Goldman Sachs: Nh chng trnh kch cu v chnh sch tin t ni lng, nn kinh t Vit Nam chng chi tng i tt vi nhng nh hng tiu cc ca khng hong ti chnh ton cu. Trong qu III/2009, GDP ca Vit Nam tng trng 5,2% so vi cng k nm ngoi, gn bng mc tng trng bnh qun 5,3% ca khu vc chu , tr Nht Bn, bo co vit. Theo , tiu dng c nhn ca Vit Nam thot khi mc y trong thi gian khng hong, mt mt nh tnh hnh ti chnh tt ca cc h gia nh, mt khc nh tc tng ch s gi tiu dng (CPI) mc thp. Bn cnh , bo co ca Goldman ch r, tng trng trong lnh vc u t cng khi sc, da trn gi kch cu ca Chnh ph, mc li sut h v chng trnh h tr li sut cho vay. Vi s sa st ca hot ng u t thi im cui nm ngoi, Chnh ph Vit Nam vo cuc, khi xng v cung cp vn cho nhiu d n u t c s h tng Quan trng hn, u t ca khi t nhn (ch yu l trong ngnh bt ng sn) cng tng tc, bo co nhn nh.

Vi hi phc kinh t ca th gii v Vit Nam s c khng nh r rng hn trong na u nm 2010 v khi c tn hiu khng nh s hi phc, th ngnh ngn hng s c nn tng tt tng trng do cng v cui ca t suy thoi kinh t th gii, ngnh ngn hng s c k vng thu nhp tng do lc ny nhu cu i vi cc khon vay s phc hi nhm p ng s phc hi ca sn xut v xut khu. (Cc doanh nghip sau thi k cm chng duy tr tn ti trong 2008 th khi bc sang 2010, tnh hnh kinh t hi phc kh mnh m nn nhu cu vn cho u t, sn xut c tng ln, dn n nhu cu vn tng ln). Quy nh v mc li sut c bn v li sut thng mi Theo cng b ca Ngn hng Nh nc, li sut c bn ca thng 1/2010 tip tc gi nguyn 8%/nm v nh vy, li sut thng mi tip tc duy tr mc ti a l 12% /nm. Quy nh khng cho php ngn hng thng mi s dng vn vay trn th trng lin ngn hng p ng nhu cu cho vay i vi nn kinh t. iu ny s tc ng n ngnh ngn hng, khin cho sc p v nhu cu vn ti cc ngn hng tng mnh. *Technological: Cng ngh ngnh ngn hng hin ti cn phi i mi nhiu so vi th gii. l xu th chung. *Socio- Cultural: C cu dn s: Cuc Tng iu tra dn s v nh nm 2009 hon thnh sau 14 thng trin khai trn c nc. Kt qu cho thy, dn s ca nc ta c gn 86 triu ngi, trong t trng dn s nhm tui t 15-64 chim ti 69,1%. T trng dn s di 15 tui gim t 33,1% nm 1999 xung cn 24,5% vo nm 2009. Ngc li, t trng dn s trong nhm tui 15-64 l nhm tui ch lc ca lc lng lao ng tng t 61,1% ln 69,1%. Chnh v c cu dn s thay i nh vy, nn c nc c 43,9 triu ngi trong tui lao ng ang lm vic, chim 51,2% dn s; trong thnh th c 12,0 triu lao ng, nng thn c 31,9 triu lao ng; lao ng n chim 46,6. Nu theo t trng nh vy th Vit Nam ang trong giai on c cu dn s vng, v ang c u th rt ln v lc lng lao ng, l li th rt ln i vi s nghip cng nghip ho, hin i ho t nc. Theo d tnh ca Tng cc Thng k th c cu ny s cn ko di t 30 n 50 nm na. Nhm tui ny cng l nhm tui khch hng ch yu ca ngnh ngn hng. (ngun: na.gov.vn ti liu ngy Th Hai, 18/10/2010) Hc vn dn c: T l bit ch ca dn s t 15 tui tr ln tng t 90,3% ca nm 1999 ln 94,0% nm 2009. Trong s 19,2 triu ngi tr ln ang i hc c 87,6% ang theo hc cc bc hc ph thng, 2,7% ang theo hc ngh, 3,2% ang theo hc cao ng v 6,6% theo hc i hc tr ln. (ngun: baolaodong.com) Hc vn nng cao cng thun li cho vic pht trin dch v ngn hng ni chung v sn phm lin kt ngn hng bo him ni ring.
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b. Phn tch Porter: Cnh tranh vi cc ngn hng hin hu Sau gn 20 nm hot ng, s lng v quy m cc ngn hng thng mi tng ln ng k, mng li chi nhnh cc ngn hng rng khp t nc. Vi s lng 6 NHTM Nh nc, 39 NHTM c phn, 13 NH 100% vn u t nc ngoi, 5 ngn hng lin doanh, S NH hin ti l tng i nhiu so vi quy m 85 triu dn ca VN ha hn mt cuc cnh tranh gay gt trong lnh vc NH trong thi gian sp ti. Cc sn phm ca cc NHTM VN khng c nhiu s khc bit, tp trung vo mng truyn thng l cho vay v mt s dch v nh dch v th, cm c, chit khu GTCG, chuyn tin, thanh tonnn cht lng dch v v gi thnh s l yu t quyt nh s thnh cng ca NH. Cuc chy ua ginh th phn huy ng v th phn tn dng din ra bao nm nay vi u th vn thuc v khi NH TMQD. Tuy nhin, xt v hiu qu hot ng, cc NH TMQD cha th b kp cc i th NH TMCP. Cui nm 2008, ROE trung bnh cc NH TMCP khong 20%, ROA 2% trong khi cc NH TMQD c ROA thng di 1% v ROE 8% 15%. (Ngun: Theo MHBS) V tng ti sn v vn iu l Theo Ngh nh s141/2006/N-CP, cui 2010 cc NHTMCP phi t mc vn iu l ti thiu 3000 t ng. Nhn vo hnh v ta thy khi cc NHTMQD chim u th d rt v tng ti sn v mc vn iu l. Cui nm 2008, tng ti sn ca cc NH TMQD v NH TMCP Vit Nam l hn 1.700 ngn t ng.
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Trong 4 ngn hng ln nht c tng ti sn 1.063 ngn t ng, chi m hn 60% tng ti sn c khi, l NH TMQD (AGB, BIDV) hoc tin thn l NH TMQD (VCB) Tng vn iu l ca 4 ngn hng ny cng chim t trng 40% tng vn iu l ca c khi (40.000 t ng/101.000 t ng). Nh nc ang nm gi 91% vn iu l ca VCB v 89% vn iu l CTG do vy c th tm xem nh 2 ngn hng ny l 2 NH TMQD.

V th phn tin gi v cho vay (Hnh v) T vic xem xt th phn tin gi, cho vay cng nh quy m tng ti sn, vn iu l ; ta thy s lng cc ngn hng l kh ln song c s chnh lch r rng v quy m gia cc ngn hng, nhm thc hin bi phn tch c th nhn nh mt iu rng: p lc cnh tranh gia cc ngn hng hin hu l n nh, song c xu hng gia tng gia khi NHTMQD v NHTM CP. Cc ngn hng TMCP vi kh nng to ra t sut sinh li cao hn s ngy cng chim lnh th phn hot ng ca ngnh ngn hng.
Mt khc, p lc cnh tranh trn th trng ti chnh tng ln khi cc ngn hng con 100% vn nc ngoi v ang y mnh chin lc pht trin ti Vit Nam. Vic thu ht ngun tin nhn ri vo ngn hng l khng d dng, chi ph huy ng vn nhiu kh nng s gia tng. Cc yu t ny s gy p lc cho nhng ngn hng t ch tiu li nhun cao.

Theo Ngn hng Nh nc (NHNN), k t khi Vit Nam m ca trong lnh vc ngn hng n nay c 45 chi nhnh ngn hng nc ngoi (NHNNg) c cp giy php hot ng ti Vit Nam. Trong s ny, mt s NHNNg c hai chi nhnh c lp, nm ngn hng lin doanh vi hn 20 chi nhnh ph thuc. Ngoi ra, thc hin cc cam kt vi WTO, NHNN cp giy php thnh lp v hot ng cho nm ngn hng 100% vn nc ngoi ti Vit Nam, gm: Ngn hng HSBC, Standard Chartered, ANZ, Shinhan v Hong Leong.

Cc ngn hng Vit Nam c u th v s lng trn th trng, mng li chi nhnh v phng giao dch nm ri rc khp mi min t nc. ng thi, cc ngn hng Vit Nam hiu r ccc c tnh v kinh doanh, sn xut, tiu dng, th hiu, tm l, ca ngi Vit Nam Trong khi , ngn hng100% vn nc ngoi mi ch c cp php thnh lp t thng 04/2007, s lng cn t, mng li ch tp trung thnh ph H Ch Minh v H Ni. Do cc ngn hng trong nc c th tn dng u th ny nhanh chng chim ly th phn ca mnh trn khp a bn t nc trc khi th trng bo ha. Song, cc ngn hng nc ngoi c tim lc ti chnh mnh m, kinh nghim lu i cng c ch qun tr tt. Mi e da t cc i th cnh tranh mi mt sn chi cnh tranh khc lit. u tin l s cnh tranh gia cc ngn hng trong nc vi nhau. Th hai l s cnh tranh gia khi ngn hng trong nc v khi cc ngn hng nc ngoi.
Trong tnh hnh kinh t hi nhp, Vit Nam buc phi m ca rng ri cho cc t chc nc ngoi vo u t. S lng ngn hng 100% vn nc ngoi v CN NHNN Vit Nam tng trong nhng nm gn y. Chnh v c tim nng pht trin ln, th trng ngn hng tr thnh

hng thng mi c phn trc ht cn c vn iu l ti thiu bng mc vn php nh theo quy nh ca php lut ti thi im thnh lp. Nh vy, theo quy nh hin hnh, n nm 2010, mc vn ny ti thiu phi l 3.000 t ng. y l nhng con s khng h nh v l ro cn ln i vi nhng ai mun gia nhp ngnh NH ti VN. iu ny ngn hng i Tn thc hin c vo 2/6/2010. Ngnh NH cng l mt ngnh nhy cm khi ch cn mt NH sp cng c th ko theo s sp ca ton h thng v cui cng l nn kinh t chu hu qu. Do vy, NHNN thng cn nhc rt k trc nhng yu cu xin thnh lp NH, nn khng phi NH no cng c cp php hot ng. T nhng iu trn ta thy cnh tranh l v cng khc lit v i Tn vn cha c mt th phn tng i trn th trng to li th trong cnh tranh. Sc mnh ngi mua: - Khch hng (KH) ca NH cng chnh l dn c, doanh nghip, cc TCTC v chnh ph. H ngy cng c nhng i hi cao hn i vi cc dch v m NH cung ng. - Cc dch v ca NH l kh tng ng, s lng NH ln v cc thng tin v gi thnh, cht lng dch v c cng khai trn mngnn gi y KH ca NH c nhiu s la chn v h sn sng tm n NH p ng tt hn nhu cu ca h nh li sut cho vay mm hn, ph dch v thp hn, th tc nhanh gn hn v c phc v chu o hn - S pht trin ca TTCK to ra mt knh huy ng vn rt hiu qu qua vic pht hnh GTCG (c phiu, tri phiu DN), DN cng khng phi chu nhng rng buc v chi ph tr li c nh, tr n khi n hn lm gim nhu cu vay vn t NH khi li sut ang rt cao nh hin nay.
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Thng t ca Ngn hng Nh nc a ra quy nh: thnh lp ngn

Sc mnh nh cung cp(NCC) - NCC cho cc NH cng chnh l mi ngi dn, doanh nghip, cc TCTC v chnh ph trong ch yu l dn c v doanh nghip. Nh vy s lng nh cung cp ca NH l rt ln. - Tuy nhin, vi s lng NH ln nh hin nay cng vi vic cp nht thng tin v cc sn phm dch v ca NH l rt nhanh chng, d dng v co gin so vi gi ca NCC l tng i ln nn cc NCC s c xu hng tm n NH tr gi (li sut huy ng) cao nht. - Cc NCC ngy cng kh tnh v ang mt dn i s trung thnh vi cc NH nh trc y khi cc c hi u t sinh li cao hn ang ngy mt nhiu trong khi tc ci thin cht lng, gi c v mc a dng cc loi hnh dch v cha p ng c phn ln yu cu ca dn c, doanh nghip. Sn phm thay th: - V lnh vc huy ng vn: hin nay, vi rt nhiu knh u t ha hn cho t sut sinh li cao nh Chng khon, BS, vng & ngoi ttrong khi li sut huy ng ca NH ang thc m (mc d trn li sut 12% c gi b) to ra mt xu hng chuyn dch dng vn t NH ra cc knh u t hp dn trn. - V lnh vc cho vay v cc dch v: cc cng ty ti chnh, cho thu ti chnh, bo himc php cung ng mt s dch v tng t NH nh cho vay, cm c, chit khu, pht hnh GTCG, bo lnhvi cht lng v chuyn su ngy cng cao ang to ra nguy c thay th ln cho cc sn phm ca NH 3. Trin vng pht trin ca sn phm: - ti th trng nc ngoi , m hnh bancassurance gt hi c rt nhiu thnh cng, in hnh l : + chu u, 1/3 cc sn phm bo him nhn th c phn phi thng qua cc ngn hng. + chu -Thi Bnh Dng, cc ngn hng bn v thu v 13% trn tng s ph bo him cho cc sn phm bo him nhn th v 6% cho cc sn phm phi nhn th. Tuy kt qu t c khng bng cc nh bo him chu u, nhng nhn chung rt kh quan (Nht Bn l mt v d in hnh), l mt trong nhng nhn t thc y tng trng ph bo him nhn th chu sau t khng hong kinh t nm 1997 nh hng khng nh n th trng bo him.T trng n bo him c cung cp bi knh Bn bo him qua ngn hng mt s quc gia chu chim khong 5% - 10%. Ring Hn Quc sau 2 thng y mnh pht trin knh Bn bo him qua ngn hng, s n bo him nhn th c bn ra tng gp 3 ln so mc bnh qun nhng thng trc. + i Loan, 38% sn phm bo him phn phi c thc hin thng qua ngn hng vo nm 2005 v ang tip tc tng trng.Theo thng k v thu nhp t ph bo him nhn th i Loan, 2005 cho thy s ph bo him thu t Bancassurance l 37,5% (8,3 triu USD) tng ph ca nm(15,8 triu USD), trong khi

t hot ng bn l c nhn chim 58,5%, v 4% cho cc i l v mi gii bo him. + Malaysia, Bancassurance chim 51% v thu ph bo him mi trong nm 2004. -nhng nm gn y, tc tng trng ca vit nam lun mc cao , do mc thu nhp ca ngi dn ngy cng cao, vic trin khai tr lng qua th, iu kin h tng cng ngh, trnh nhn thc ca c ngi dn v ngn hng v ngnh bo him ngy cng c nng ln + nm 2007: Nm 2007, bo him phi nhn th t doanh thu 8.360 t ng tng 31% so vi 2006. Tng qu d phng nghip v t 4.500 t ng, vn ch s hu gn 8.000 t ng, u t vo nn kinh t quc dn gn 9.000 t ng, np ngn sch Nh nc trn 1.000 t ng (bao gm c thu gi tr gia tng, thu thu nhp i l v thu thu nhp doanh nghip). doanh thu Bo him nhn th t 9.397 t ng, tng 12% so vi nm 2006, y l doanh thu cao nht trong 3 nm qua. iu ny chng t Bo him nhn th sau mt thi gian n nh bc vo mt giai on mi ca thi k pht trin. Th trng Bo him nhn th c nhng sn phm hp dn thu ht khch hng tham gia bo him. Dn u doanh thu bo him l Prudential 3.958 t ng, Bo Vit nhn th 3.250 t ng, AIA 547 t ng, ACE Life qua 2 nm hot ng cng t c doanh thu 174 t ng. + nm 2008 :chng kin cn khng hong kinh t din ra trn phm vi ton cu, nh hng su sc ti nn kinh t nc ta, khin th trng chng khon suy thoi, hot ng u t gim st, th trng bt ng sn ng bng, li sut bin ng gy nh hng trc tip ti hot ng sn xut kinh doanh ca nhiu doanh nghip Trong bi cnh bt li ca kinh t th gii, GDP ca Vit Nam vn tng trng mc 6.23%,tuy thp hn so vi nm 2007 nhng vn to ra nhng nhn t nh hng tch cc i vi s tng trng ca th trng bo him Trong nm 2008, th trng vn tip tc c m rng v pht trin vi s ra i ca nhiu doanh nghip bo him nhn th, phi nhn th, mi gii, bao gm c doanh nghip trong v nc ngoi. Tng s doanh nghip c cp php hat ng trn th trng hin nay ln ti 27 doanh nghip bo him phi nhn th, 11 doanh nghip bo him nhn th, 10 cng ty mi gii v 1 cng ty ti bo him (Vinare). Mt s doanh nghip bo him mi ra i vi s tham gia gp vn ca cc tng cng ty, doanh nghip ln trong nc nh Cng ty C phn Bo him Hng khng, Bo him Than Khong sn Tng trng doanh thu ca th trng vn duy tr mc cao. Doanh thu bo him phi nhn th t mc 10.855 t ng, tng 32% so vi nm 2007 trong khi bo him nhn th tng trng mc hn 9% tng ng vi trn 10 ngn t ng. ( ngun: webbaohiem.net) + Nm 2009 + 2010: Tng doanh thu Ph bo him 6 thng u nm 2010 c t14.427 t ng, tng 21% so vi cng k nm 2009, trong doanh thu ph

bohim phi nhn th c t 7.940 t ng, tng 25% so vi cng k nm 2009, doanh thu ph bo him nhn th c t 6.487 t ng, tng 14,39% so vi cngk nm 2009. Trong bo him lin kt u t (tng t 17,6% nm 2009 ln 22,1% nm 2010 trong ch yu do s tng trng mnh ca sn phm lin kt chung) (ngun: vass.com.vn) Nhng iu trn cho ta thy trin vng pht trin sn phm ny l rt cao. IV/ Cch phn on th trng v la chn khch hng mc tiu 1. Cc cch phn on th trng ca ngn hng: a.phn on th trng theo tui tui t 1-18 tui: c im ca la tui ny l ang trong giai on pht trin v hon thin v nhn thc,c s bo h ca b m v cc t chc trong x hi.Cha c nhn thc r rng v sn phm lin kt ngn hng-bo him,nhng vn c rt nhiu ri ro xy ra v c rt nhiu d nh cho tng lai pha trc.Cho nn la tui ny l khch hng c tim nng rt ln cho sn phm bo him ngn hng.chng ta c th lp qu bo him cua la tui ny ti cc ngn hng : + Tch ly ti chnh cho tng lai:np tin hc ph,cc khon tin pht sinh trong qu trnh pht trin ca la tui ny,tin hc cho cp mt ,cp hai ,cp ba ,i hc thm ch l tin c th t du hc trong tng lai + Bo him cho ri ro lin quan ti tai nn:la tui ny cha thc s trng thnh v th ri ro lun lun rnh rp. hn ch ri ro ny th sane phm lien kt ny l s la chn hng u - tui t 18-55 tui c im ca la tui ny l c th quyt nh cho cuc song ca mnh v th cc sn phm lin kt ngn hng bo him cng rt cn thit:cn tch ly khon tin mua nh,mua xe,i km vi n l cc hnh thc bo him cho cc khon tin tch ly ny ngoi ra l bo him cho chnh ti sn bn dng s tin mua,nhiu hnh thc khc ph hp vi cc i tng ny:bo him tht nghip(bn dng s tin hng thng tch ly c ng bo him ny v khi bn tht nghip bn c mt khon tin gim thiu s kh khn trong giai on ny),bo him gia nh,bo him hu tr,bo him rui ro ti chnh nu bn u t.. - tui t 55 tr ln:

Khi v gi cng c cc hnh thc bo him ngn hng ph hp nh tit kim km bo him cho s tit kim ,bo him ti sn,bo him cho di chc v bo him sc khe b.phn on th trng theo mc thu nhp - Mc thu nhp thp:khng c kh nng d gi v mt ti chnh,nn t tip xc vi ngn hng v cc hnh thc bo him ch yu l bo him y t v BHXH - Mc thu nhp trung bnh;tuy kh ngng ti chnh cha cao nhng y mi chnh l i tng khch hng rt tim nng ca ngn hng .i tng khch hng ny c kh nng tit kim cho tng lai v c k hoch ti chnh cho cuc sng ca chnh mnh kh st xao rt ph hp vi sn phm ny.Chnh v ngun ti chnh khng nhiu v th khi gp ri ro th cng kh c kh nng i mt c vi n - Mc thu nhp cao:ti sn c trong tay l rt ln v th ngn hng cung cn cung cp bo him cho ti sn ca i tng khch hng ny,ngoi ra cn c cc bo him khc nh bo him thn th v cc bo him cho rui ro u t. c. Phn on th trng theo trnh hc vn: - Thp:mc tip thu cc li ch t sn phm bo him cha c bo th v cho l khng cn thit - Cao:nhn thc cao v thy thun tin khi kt hp hnh thc bo him v ngn hng va c th lp k hoch ti chnh cho tng lai va c c bo him gim thiu mc ri ro gp phi khi thc hin k hoch 2. Xc nh cch phn on th trng v i tng khch hng mc tiu: V theo c tnh ca sn phm Bancasssurance, khch hng d tip nhn sn phm ny mt cch nhanh chng nht chnh l cc khch hng doanh nghip. Do bn thn khch hng ny quen thuc vi dch v bo him v hiu c r s tin ch ca sn phm ny mt cch nhanh chng. y cng l nhm khch hng ch yu ca sn phm trong thi gian u mi bt tay qung b sn phm. Vi khch hng c nhn, ta kt hp thm cch phn on th trng theo ngh nghip v thu nhp ca khch hng. iu ny s gip ta m rng th trng khch hng c nhn nhng bc u tin. Trc ht l qung b sn phm, bn sn phm cho nhng khch hng c thu nhp cao v trung bnh, n nh, c trnh hc vn, d dng tip cn sn phm mi ny. K khi sn phm c v th, ta tip tc m rng thm khch hng c nhn. Th trng khch hng mc tiu l khch hng doanh nghip: y l th trng m Ngn hng TRUSTBank cng ang hng ti m rng trong nm nay. Vi tc tng trng ca cc doanh nghip va v nh l ln. Theo mt nghin cu do HSBC ti Vit Nam va tin hnh, cc doanh nghip va v nh ca Vit Nam ang rt lc quan v tng lai.
2

Cuc kho st mc tin tng ca cc doanh nghip va v nh ca HSBC c Cng ty Acorn Marketing and Research Consultance tin hnh trn 501 doanh nghip va v nh ca Vit Nam vo qu I nm 2007. Mc tiu ca nghin cu l tm hiu quan im ca cc doanh nghip va v nh v trin vng kinh t ca Vit Nam. Nghin cu c tin hnh song song vi cuc kho st mc tin tng ca doanh nghip va v nh khu vc chu Thi Bnh Dng ca HSBC do Nielson tin hnh. y l cuc kho st ln nht ti chu vi s tham gia ca 1.800 doanh nghip va v nh ti 9 quc gia v vng lnh th nh Hng Kng, Trung Quc lc a, i Loan, Singapore, n , Hn Quc, Malaysia, Indonesia v Australia. Cc cng ty c hi v trin vng kinh t ca Vit Nam, cc k hoch u t v tuyn dng cng nh ci nhn v tnh hnh giao thng vi Trung Quc lc a, phn cn li ca chu v th gii. ng Thomas Tobin, Tng Gim c HSBC ti Vit Nam cho bit, nghin cu ny cho thy phn ln cc doanh nghip va v nh rt lc quan v trin vng kinh t v khi lng giao dch thng mi quc t ca Vit Nam. H sn sng u t thm cho kinh doanh cng nh tuyn dng thm nhn s. ng cng khng nh cc doanh nghip va v nh l lc lng nng ng v ng vai tr rt ln trong nn kinh t Vit Nam. Nhn chung, cc doanh nghip va v nh rt lc quan v tnh hnh tng trng ca nn kinh t Vit Nam trong 6 thng ti, trong 76% tin rng tc tng trng s t hn 8%. Cc doanh nghip va v nh ca TP H Ch Minh lc quan hn v s thay i ca nn kinh t. Khong 74% doanh nghip va v nh Vit Nam tit l rng h c k hoch u t cho tng trng trong vng 6 thng na. Khng c doanh nghip no c k hoch ng ca hay ct gim sn xut. Kt qu ny ph hp vi lng tin ca h vo tc tng trng ca nn kinh t Vit Nam trong 6 thng ti. Qua nhng iu trn ta c th thy kh nng cc doanh nghip tr thnh khch hng ca sn phm Bancassuarance l v cng ln.

IV. c im sn phm ca ngn hng.

1.c im ca sn phm ngn hng bo him: -Quyn li bo him: Cng ty bo him tr ton b d n vay cn li ti ngn hng ti thi im KH t vong (ngn hng l ngi th hng bo him). -Thi hn bo him: theo thi hn khon vay -Tui bo him: T 18 59 (ti a khng qu 64 tui) -S tin bo him: t 10 triu n 7 t ng -Phng thc ng ph: Linh hot (thng/qu/nm) -Th tc thm nh: n gin, nhanh chng (ti a 48h)

-Ph bo him: Theo quy nh ca cng ty Bo him AIG Vit Nam.

Vi Bancassurance, khch hng c s dng cc dch v ti chnh "trn gi" qua "mt ca" vi chi ph thp hn, thun tin hn v c hng thm cc dch v gia tng khc. Bn cnh , khi mua bo him ti ngn hng khch hng c thm nim tin v c thm mt ngi na "bo lnh uy tn" cho cng ty bo him. Cc ngn hng v cng ty bo him cng c li do s dng uy tn, thng hiu v ngun lc ca c hai bn vo vic cung cp dch v bo him, tng cng cc dch v ngn hng, nh gip tit kim chi ph, tng kh nng cnh tranh v li nhun. Do ngn hng cng ty bo him c th to ra rt nhiu gi sn phm phc v cho cc nhu cu tiu dng ring ca tng loi i tng khch hng c th. Hn th na, vi c th l sn phm kt hp gia 2 cng ty c uy tn trn th trng bo him ngn hng, trn c s li ch chung ca 2 bn, c 2 cng ty c th tit kim chi ph marketing, truyn thng, PR sn phm, dch v ca mnh thng qua vic gii thiu sn phm ca cng ty lin kt. Cng ty bo him v ngn hng thng qua dch v mi, m rng quy m, mng li cung cp dch v. T ch sn phm dch v ch c cung cp ti nhng a im c nh ca cng ty, vi hnh thc mi, cng ty da vo mng li phn phi sn phm sn c ca i tc cung cp dch v ca mnh bng cc gi sn phm kt hp. Bancassurance s gip cng ty bo him thm nhp tng mng ca th trng v khai thc hiu qu nhng th trng tim nng trc y cha c khai thc, th trng m kh c th thc hin c bng cc knh bn hng truyn thng nh: bo him nhn th tn dng (bo him nhn th ch n), bo him chng khon, bo him gin on kinh doanh, bo him nhm, bo him tn dng thng mi, bo him tn dng th chp, bo him th tn dng, bo him trm cp, bo him vn chuyn tin.... V ngc li, v pha ngn hng, Bancassurance gip ngn hng tip cn c vi lng ln khch hng tim nng c tim lc v ti chnh thng qua cc sn phm kt hp gia 2 cng ty.

Vic hp tc gia 2 cng ty lm gim nguy c khng hong. Khi b s c v dch v, khch hng phn nn v cng ty, gii truyn thng tm cch bi mc, ni xu hot ng cng ty trong qu kh, do mi quan h hp tc 2 bn, uy tn cng ty gn lin vi uy tn cng ty i tc nn chc chn c t nht 1 cng ty ln c uy tn trn th trng s c gng bo v cng ty trc d lun, l cng ty i tc. - tng nim tin, mua bo him chi ph thp, hng thm cc dch v gia tng khc -ngn hng v cng ty bo him c li do s dng uy tn ca nhau -Cng ty bo him d dng thm nhp th trng 2. nhng kh khn trong vic marketing sn phm lin kt ngn hng - bo him: Do chng l nhng sn phm c hnh thnh t 2 t chc m c cch thc hot rng ring nn vic gp kh khn trong vic phn phi sn phm n tay ngi tiu dng l iu khng my d dng, nht l trong bi cnh Vit Nam mi bt u tham gia vo hnh thc kinh doanh ny,nn gp nhiu kh khn,nhng thnh tch t c ca cc sn phmbancassurance nhn chung cn rt hn ch. Nu so snh vi mt s nc trn th gii nh Ty ban nha, ni m doanh thu ph bo him nhn th c c t bancassurance tng chim qu 2/3 tng doanh thu ph bo him nhn th th mt vi phn % t trng th trng bo him Vit nam qu l rt khng nh trng i. Sn phm ca ngn hng Sn phm bo him Th tn dng Sn phm bo him mt th tn dng Qun l dng tin Bo him tn dng nhn th Vay th chp Bo him cho cc ti sn dng th chp Cc mn vay c lp Bo him mn vay cho c nhn Cho vay c nhn Bo him tn dng c nhn

Vy nn kh khn trong vic marketing cc sn phm bancassuarance tp chung vo nhng vn sau: * Cc knh phn phi phc tp: Cc chi nhnh v mng li i l ang cho bn cc sn phm ging nhau. Do vy thi nhp thp v c th lm gim lng tin gi. Gii php:
2

 Sng to cc sn phm song song tng t nhng vi hiu qu kp Cc ngn hng ch trng tm vo cc sn phm c ting, thng hiu ca cc cng ty bo him. * bng cc knh phn phi sn phm: Knh truyn thng i l Mi gii i din thng mi Knh trc tip Knh mi

Qua in thoi Ngn hng Qua th tn, qua Internet Cc t chc ti chnh phi NH Qua cc nh tuyn dng Cc ca hng

Hu nh cc knh phn phi sn phm u phi i hi p dng cng ngh tin tin,nhng 1 kh khn ca n t ra knh phn phi bo him qua h thng ngn hng Vit Nam vn cn dng tim n,cc ngn hng khng th khai thc trit nhng li th =>cha to ra c nhng sn phm mang tnh c o v hiu qu cha cao,v vy khi tung ra th trng s khng c hng ng cao. Thc t cho thy, ti nhiu nc c h thng cung cp dch v ti chnh hin i, doanh s bn bo him qua ngn hng chim hn 50% tng doanh thu ph bo him. Cn i vi Vit Nam, theo kho st ca Tp on Ti chnh Bo Vit, con s ny mi dng li mc khong 1,5%. Khng phi ngu nhin trong lnh vc bo him phi nhn th, ngnh bo him

trn th gii vn s dng nhiu cc knh phn phi khc nh: nhn vin bn bo him trc tip, mi gii bo him. i vi hu ht cc sn phm bo him phi nhn th, vic chp nhn bo him cn nhiu yu t v k nng, trnh , kinh nghim, tnh chuyn nghip cho vic nh gi ri ro, xt nhn bo him, m phn hp ng bo him, ngay c khi l nhng loi hnh bo him bt buc. S thiu chuyn nghip, khng thn trng, khng m bo nhng yu cu

cn thit trong k nng bn sn phm bo him s gieo mm cc loi ri ro, nh ri ro bo him, ri ro hy b hp ng bo him, ri ro pht sinh tranh chp Trong khi th trng bo him Vit nam vn ang tim n cc ri ro vi mc khng nh. V d, t l hy b hp ng bo him nhn th rt cao - theo ATP Vit nam, s lng hp ng bo him chnh ca ton th trng bo him nhn

th Vit nam c khai thc mi trong nm 2009 l 679.710 hp ng nhng cng trong nm ny khong 416.150 hp ng bo him chnh b hy b.

1 vn na lin quan ti thi quen chi tiu, a s ngi dn vn cha quen

m hnh mua sm trc tuyn qua Internet, ngi vay tin ngn hng chi tiu. Trong khi y l nhng knh phn phi quan trng cho bancassurance Lut kinh doanh bo him cha c ni dung hng dn cho vic khai thc

bo him qua ngn hng (m vn coi knh bn hng ny l 01 i l t chc thng thng). Chnh v vy, trong qu trnh va lm, va hc hi cc cng ty bo him gp khng t kh khn khi trin khai nhng knh bn hng bn l ny * Bancassurance c th to thm s tng trng c t chc: N c c lng rng 1/3 ph bo him ca bancassurance l t cc khch hng VIP. Cc bancassurance c th m rng cc on th trng vn cha c khai thc bi cc knh truyn thng. * Ngn hng thiu kinh nghim: Thiu s chuyn nghip trong cc tho thun hp ng, thu hiu khch hng, marketing pht trin sn phm Thiu s thng nht, ng hp tc pht trin thng hiu vi cc sn phm ngn hng, - Kin thc chung v bo him v cc k nng bn sn phm bo him ca cn b ngn hng cn nhiu hn ch. K nng bn cho sn phm (kt hp gia sn phm ngn hng v sn phm bo him) yu v thiu ca i ng cn b ngn hng l tr ngi ln ngn hng trin khai mng dch v mi ny. - Tp qun tham gia bo him mi bt u hnh thnh VN, phn ng dn chng cha hiu r v bo him, cn e ngi tham gia cc hp ng bo him di hn, cc phng tin thng tin i chng i khi cn gy nhiu sai lch v bo him trong khi , cn b ngn hng khng c thi gian v nghip v gii thch nhng tin ch ca sn phm cho ngi mua bo him. - Cng tc tuyn truyn khch hng hiu v mua bo him thng qua ngn hng l tr ngi u tin i vi cc ngn hng. Hu ht khch hng u khng bit c th mua sn phm bo him ti ngn hng. Mt cuc kho st ti M, quc gia c hnh

thc Bancassurance pht trin nht, a ra con s khin nhiu nh cung cp dch v ti chnh ngc nhin, ch 39% s ngi c hi bit rng h c th mua bo him nhn th ti ngn hng. - Cc ngn hng ch trng tm vo cc sn phm c ting, thng hiu ca cc cng ty bo him => b qua 1 s sn phm m cng c kh nng mang li nhng li ch cao. * L hng( khc bit) v vn ho: Vn ho bn hng ca cc cng ty bo him tin phong v m u s chinh phc. Mi trng nh hng nhu cu ca ngn hng khi tr lng cho nhn vin thiu c cu tin thng hoa hng, o to li tt, nhn vin c xu hng phn khng li s thay i, khng th to cc sn phm thch hp v c th khng bn c. - Trong hai hnh thc bo him nhn th v phi nhn th, Bancassurance c trin khai hu hiu i vi sn phm bo him nhn th. Nhng, th trng bo him nhn th ca Vit Nam cha thc s pht trin, mt phn do mc sng ngi dn cn thp, tp qun cha quen mua bo him v mt phn do thiu nhng chnh sch khuyn khch mng dch v ny pht trin.

* Cc khch hng thn thuc, truyn thng: Cc khch hng quen thuc ca ngn hng c th thay th ngi cung cp bi v nhng khch hng s thy tin cy hn l nhng li cho mi ngt ngo t cng ty bo him vi s ri ro cao. Khc bit v h thng quy tc v nhng sc p, p lc
vic s dng nhn s khng thc s linh hot c i ng bn bo him ln

i ng nhn vin ngn hng,nn kt hp nhn vin ngn hng, cc nh t vn ti chnh, cc nh mi gii, i l bo him tu thuc theo m hnh hp tc gia ngn hng v cng ty bo him, tnh cht phc tp ca sn phm, trnh ca i ng bn hng, thi gian hai bn thc hin hp tc Nhn vin ngn hng khng c o to y cho bn sn phm bo him. Mt vi th trng l hon chnh vi t l thm nhp ti mc cao.

 H thng c s h tng, hnh lang php l v d liu khch hng yu. Cc cng ty bo him c kiu t chc s hu tp th. Ngn hng ang gi, duy tr mng li phn phi ca h. Bancassurance s gn lin thng hiu ca ngn hng vi thng hiu ca cc cng ty bo him. Do , nu xy ra nhng trng hp nh: Cng ty bo him lm n km hiu qu, gian di, khch hng khng hi lng, cng ty bo him phi bi hon tin bo him trong mt v tai nn ln; cng ty bo him khng c mt k hoch hp l tip xc vi khch hng ca ngn hng hoc i ng nhn vin ca cc cng ty bo him khng chuyn nghip, giao tip vi khch hng vng v s nh hng nht nh n tm l ca khch hng v s tn nhim ca khch hng i vi thng hiu ca ngn hng. iu ny c th gy tm l e d ca mt s ngn hng trc khi hp tc vi cc cng ty bohim => rt kh khn trong vic marketing cho sn phm do uy tn b suy gim,ch cn 1 trong 2 t chc mt i s tn nhim t pha khch hng th cng lm cho vic marketing tr nn kh khn hn. *Cnh tranh ca cc t chc nc ngoi: Cng bi 1 nguyn nhn khch quan din ra l hot ng lin kt ngn hngbo him ny mi c din ra vit nam cha lu,trong khi cc nc trn th gii th h coi hot ng ny gn nh tr thnh nghip v kinh doanh chnh,bn cnh nhng hot ng nghip v kinh doanh truyn thng thng thng ca t chc, cng vi vic h c cch thc t chc tt,nhn s di do c nng lc hot ng v c o to c bi bn , nhn vin c thi phc v tt,c trnh s dng cc ng dng cng ngh thng tin vo cng vic,x l nhanh chng,c vn u t ln, quy m hot ng rng khp, th trng hon chnh vi t l thm nhp ti mc cao t c nhiu li th hn mnh .. cng chnh l ro cn ln trong vic marketing cc sn phm Hn na, cn phi k n nhng nguyn nhn thuc v mi trng kinh doanh nh s pht trin h thng cng ngh thng tin, h thng vn bn php l cha hon thinnhng ro cn ca lut php lun l mi e d cho nhng nh u t m mun tham gia vo th trng bancassuarance.