TRNG I HC KINH T TP H CH MINH B MN MARKETING NGN HNG

BI TIU LUN

HOT NG PR V QUNG B THNG HIU CA CC NGN HNG THNG MI

VIT NAM

DANH SCH SINH VIN THC HIN

1) Nguyn Hong Quc Bo 2) Nguyn Th Minh Chu 3) Nguyn Thu Hiu 4) Nguyn Kim Khoa 5) L Th Minh Th 6) Dip Bi Qunh Ngn 7) L Xun Trinh 8) L Vn Hn 9) Lu Hong Giang 10) Dng Kim Khoa 11) Nguyn Th Thy Hn 12) Nguyn Thuy Hoai AnhNguyn Thi Ngoc Cm 13) Tr 14) Huy 15) Ndhsfg 16) Shgds 17) Feffe 18) Rtgr 19) Afdehger 20) Sejh 21) Sndhagd 22) Dsjhf 23) Bhdesj 24) Dejshd 25) Efjwhg 26) srdfwer

Marketing NH Hot ng PR

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

MC LC
M U3 NI DUNG.........................................................................................................5 I. TNG QUAN V CC D TR LIN BANG M (FED).....................5 1) Hon cnh ra i..............................................................................................5 2) C cu ca FED................................................................................................5 3) Nhim v ca FED...........................................................................................10 4) Tnh c lp ca FED.................................................................................11 II. CC CHNH SCH FED S DNG TC NG VO NN KINH T M C BIT L TRONG CUC KHNG HONG 2007 -2009 ........12 1. Chnh sch tin t ca FED...............................................................................12 2. Cc chnh sch FED s dng trong cuc khng hong 2007-2009 ............23 III. GII PHP FED A RA CHO NN KINH T M.........................29 1. ndsjhls............................................................................................................29 2.dfgdsgsdh.........................................................................................................34

KT LUN....................................................................................................41

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

M U
Ngn hng thng mi l mt trong nhng nh ch ti chnh quan trng c coi l huyt mch ca nn kinh t. Thi k kinh t m ca to ra p lc cnh tranh khin cc ngn hng phi chuyn i ha nhp vi xu th ca th gii.Trong giai on hu WTO hin nay, cnh tranh gia cc ngn hng khng ch li sut, cht lng dch v m thng hiu ngn hng cng l mt yu t khng km phn quan trng. i vi cc nc pht trin, Marketing ngn hng l mt lnh vc khng mi nhng vi cc nc ang pht trin c bit l Vit Nam khi h thng ngn hng ang i vo thc hin xa b ro cn th vn cn rt mi. Trc y cc ngn hng t quan tm n lnh vc marketing tip th dch v ca mnh n khch hng. Tuy nhin gn y, cc ngn hng bt u quan tm n lnh vc marketing do p lc ca cnh tranh, cc chic lc thu ht khch hng khng ngng tung ra. Nghin cu hot ng marketing cho ngn hng gp phn mang li hiu qu cho hot ng kinh doanh ca ngn hng, qua xy dng c thng hiu ring ca tng ngn hng. Do vy, vic quan tm xy dng chic lc marketing ph hp, c bn sc ring l iu kin cn c ca mi ngn hng hin nay. Bi vit ny nghin cu v kho st v PR qung b thng hiu ti cc ngn hng thng mi Vit Nam gip cc bn hiu r v mt phn trong marketing ngn hng.

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

NI DUNG
Trong bi ny nhm s tin hnh phn tch hot ng PR v qung b thng hiu ca 3 ngn hng (ACB, Vietinbank, DongAbank) qua 3 hot ng chnh: hot ng qung co, khuyn mi v PR.

I.
1.

HOT NG QUNG CO
Qung co trn truyn hnh

TV l knh qung co hiu qu nht trong tt c cc knh qung co truyn thng bi v n l knh duy nht c th tc ng n ton b cc gic quan ca khch hng m qung co mun nhm n: t hnh nh sng ng, m thanh ca m nhc, ging ni, cho n ngn ng v mu sc. Bn cnh , s lng ngi xem TV bao gi cng ln nht so vi cc knh truyn thng thng thng khc nn thng ip ca sn phm s tip cn c nhiu i tng khch hng hn, c bit nu c pht sng vo cc khung gi vng. Vic b tr cc chng trnh TV i vi tng i tng ring ca i cng s gip cc nh marketer chuyn ti thng ip ca mnh n cc i tng khch hng mun nhm n mt cch d dng. Hn na, qung co trn truyn hnh cn th hin c kh nng ti chnh vng mnh ca cc doanh nghip c th b ra mt khong tin ln cho hot ng qung co ny. Tuy nhin, i vi ngnh ngn hng, hnh thc qung co trn TV t c ch trng hn so vi cc loi hnh doanh nghip khc bi tnh c th trong hot ng kinh doanh ca ngnh ngn hng. Do vy, chng ta t thy s xut hin vi tn sut cao ca cc on qung co ca cc ngn hng trn cc i truyn hnh. Trong ton h thng ngn hng thng mi hin nay, ch mt s t cc ngn hng thc hin vic qung b thng hiu thng qua qung co trn TV. Ni bc trong s l on clip qung co ca ngn hng ACB. on clip qung co ny mang li thnh cng ng k cho ACB trong vic to dng hnh nh trong lng khch hng. ng Cao Nguyn, Gim c sng to Cng ty TNHH Thuyn ng Dng, n v thc hin tng cho cc on phim qung co ca Gh ACB, cho bit gh l vt dng thit thc trong cuc sng nhng t lu b nhng tai ting nh :gh cng vin lm hoen hnh nh, cng nh ngn hng tng mt thi khng c ngi dn tin tng. Tuy nhin, ng li nu ln mt kha cnh tch cc khc ca gh : Hnh nh chic gh vng chi vi thi gian, chu ng mi khc nghit ca thi tit cho thy tinh thn ht mnh phc 5 Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

v khch hng, c mt khp ni v pht trin bn vng ca ACB. ACB xc nh l mt ngn hng bn l nn d khch hng n y vi mt ng hay mt t ng, chng ti cng lun trong tinh thn sn sng phc v mi khi bn cn n chng ti. V th, hnh nh chic gh c dng minh ho cho ni dung ca slogan ACBNgn hng ca mi nh. ng Nguyn cho bit, rt nhiu ngi s ngh n li sut, li nhun, gi tr gia tng, khi tip cn cc mu qung co v ngn hng, nhng qung co ca ACB vi thng ip ACB-Ngn hng ca mi nh thot khi li mn v i theo xu hng tip th da trn cm xc. Trn nn nhc bi ht Mi ngy ti chn mt nim vui: ca c nhc s Trnh Cng Sn, tng khun hnh c chm cht tri qua trn ngp n ci, mang n nhng cm gic ti mi v d chu cho ngi xem. l n ci y am m ca mt n ha s; n ci ha hp ca mt cp v chng mi ci; n ci m p ca mt gia nh hnh phc; hoc nh kinh doanh tr suy t v cng vic Nhng cu chuyn lin kt qu kh v hin i, lin quan n cc tng lp ngi tiu dng v chm n nhng cm xc bnh d, rt tht ca mi ngi. V qua tt c, ACB mun a ra mt nhn gi: mi ngy ti chn mt nim vui, chnh l nim vui t s tha mn nhu cu ca khch hng. Trn thc t, lu nay vn cha c qung co no v ngn hng ni rng y l ngn hng ca bn; bn b tin vo y th bn tr thnh ch ca n; v ai cng c th lm c iu ny th ngn hng s tr nn hu dng vi mi nh. Nh Vit Nam cn c hiu theo ngha t m, gia nh, ngha l mi ngi trong x hi u c th s hu ACB. Bn cnh , ACB cn t chc cuc kho st mang tn Mi pht l mt nim vui kho st v hi lng v ch ca khch hng v video clip qung co ca ngn hng t 15/11/2011 n ht ngy 31/12/2011 nh gi hiu qu on clip qung co ACB trn TV: y l qung co c khch hng nh gi mang tnh nhn vn trong nhiu qung co c thc hin trong thi gian ny, to c n tng tt trong lng mi ngi. C mt s lng ln ngi xem sau khi qung co ci bi nhc Mi ngy ti chn mt nim vui lm nhc ch. C th ni, qung co ny ca Ngn hng chu c tc ng r rt n ngi xem ni chung, to thin cm cho ngi xem v to mt lng tin cho khch hng ca ACB ni ring. Mc d vy ACB ch l mt trong s t cc ngn hng ch trng qung b thng hiu thng qua qung co trn TV v t c mt s kt qu kh quan. Trong khi cc ngn hng thng mi cn li thng rt t ch trng hoc khng ch trng vo loi hnh qung co ny. Dn chng c th cho nhn nh ny l 2 ngn hng Vietinbank v Ngn hng ng .
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Hu nh chng ta khng h thy mu qung co no ca Vietinbank v ng trn cc knh truyn hnh chnh cng nh cc i truyn hnh a phng. Vy cu hi c t ra l ti sao Vietinbank khng chn loi hnh qung co ny? u tin, bn thn Vietinbank l mt ngn hng thuc dng ngn hng bn bun (thng ch thc hin cc giao dch vi gi tr hp ng ln), do vy trong hot ng huy ng vn cng nh hot ng tn dng, t trng lng vn giao dch ca khi doanh nghip cao hn rt nhiu so vi h gia nh v c nhn. Do , nu qung co trn TV th i vi cc doanh nghip - nhm khch hng quan trng nht ca ngn hng, s khng c hiu qu cao. Th hai, chi ph cho vic qung co trn TV kh t, so vi vic ch nhm n mt nhm i tng nh ca ngn hng l khch hng c nhn th hiu qu mang li khng cao. Trung bnh, mt on qung co c pht mi ln ch khong 30 giy trn i truyn hnh trung ng trong khung gi vng, khong thi gian c nhiu ngi xem nht, s tiu tn ca doanh nghip mt chi ph rt ln khong trn di 100 triu ng, hn na vic qung co trn TV ch c hiu qu khi on qung co lp li nhiu ln cc khong thi gian khc nhau. Nh vy, vic qung co trn TV l khng h nh i vi Ngn hng. Vic b ra chi ph cao nh vy c qung co trn TV c th gip cc doanh nghip khc th hin c tim lc ti chnh v quy m ln ca mnh.Tuy nhin, i vi cc ngn hng hin nay, vi quy m vn ch s hu khong vi nghn t ng (VD ng khong 4500 t ng), tng ti sn ln n hng chc nghn t ng, c bit cc ngn hng ln nh Vietinbank vi quy m tng ti sn ln ti hn 460 nghn t ng (nm 2011) c th ni l cc doanh nghip rt ln, ng thi vi chng ng pht trin kh lu ca 2 ngn hng ny so vi cc ngn hng khc nc ta chng minh uy tn v thng hiu mnh ca ngn hng Vietinbank trong lng cng chng. Do vy, vic th hin tim lc ti chnh v quy m bng qung co trn TV l khng cn thit. Th ba, cc ngn hng thng cng rt ngi qung co trn TV bi l hot ng ca ngn hng mang tnh nhy cm, thng chu chi phi bi uy tn ngn hng cng nh mc tn nhim ca khch hng. Cc ngn hng nu qung co khng hp l trn TV, v d: trong on qung co ton ni v cc mt tt ca ngn hng, hay cho rng ngn hng l an ton tuyt i, hay hon ho th nhiu khi khch hng s suy ngh theo chiu ngc li s pht sinh nhiu suy ngh cng nh tin n tiu cc cho ngn hng rng ngn hng ang thiu thanh khon trm trng, ngn hng ny ang yu kmv nh th s gy nhiu bt li i vi hot ng kinh doanh ca ngn hng. Do vy, nu qung co trn TV th buc ngn hng phi xem xt cng nh tnh ton v nh gi tht k cc tc ng tiu cc c th xy ra.
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Th t, do cc sn phm, dch v ca ngn hng khng mang tnh hu hnh, ng thi uy tn v thng hiu ca ngn hng khng th c chng minh bng vic ni sung m phi c kim chng bng cht lng dch v cao v s hiu qu trong hot ng, t mi tc ng vo suy ngh v lm tng mc tn nhim ca khch hng i vi ngn hng nn vic thit k mu qung co trn TV lm sao cho khch hng hiu rng nhng iu tt ca ngn hng hay dch v ca ngn hng trong mu qung co l ng s tht, khng phi l iu d dng. Nu thit k mu qung co khng hp l s a n nhng nh hng khng tt cho ngn hng. Mc d cc ngn hng khng ch trng nhiu vo vic qung co trn truyn hnh do mt s hn ch c th ca loi hnh qung co ny i vi cc ngn hng. Tuy nhin, nu bit cch xy dng chin lc ph hp v ni dung v hnh thc ca phim qung co s mang li hiu qu cao nh trng hp ca ACB. 2) Qung co trn bo ch, tp ch Nu so vi TV, s lng c gi cho tng t bo s khng bng s lng ngi coi TV, th nhng hiu qu ca n mang li cng khng phi l nh. Mu qung co trn bo s c gi li, hoc coi i coi li nhiu ln, hoc c truyn t ngi ny qua ngi kia, nn thng ip qung co cng t m c chuyn ti n ngi tiu dng. Mt u im ni bt khc na ca cc print-ad trn bo l tng t bo s c i tng c gi dnh ring cho mnh nh cc t bo dnh cho doanh nhn, bo v thi trang, bo cho tui teen, bo dnh cho ph n v thng ip qung co cng s tip cn c cc i tng khch hng mun nhm n mt cch hiu qu. u im ca print ad trn cc bo cng khin n tr thnh mt trong nhng la chn u tin ca cc nh marketer trong chin lc v k hoch qung co ca mnh. Hn na vi gi thnh r hn TVC nhiu nhng vn thu ht c lng ln cng chng, iu ny c th gp phn gim chi ph cho vic qung b, ng thi gim chi ph kinh doanh ca ngn hng, bn cnh khun kh ca t bo kh thoi mi so vi 1 shot qung co 20 giy nn thng ip v tnh nng sn phm s c a mt cch y v c th hn n ngi tiu dng thng qua ch vit; gip ngi tiu dng hiu r hn v sn phm v thy c nhu cu ca h i vi sn phm. Tuy nhin mt im yu m ta khng th chi ci l cc mu qung co bo khng th tip cn hon ton c khch hng trn ton b cc gic quan t hnh nh sng ng cho n m thanh, ngn ngnh cc mu qung co trn tivi. Qung co trn bo ch c th tc ng n khch hng qua hnh nh v ch vit m thi. Hnh nh trn print-ad cng ch l cc hnh nh tnh v s lng hnh nh v ch vit li b gii hn trong khun kh kch thc ca
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

tng t bo. iu ng ngha tnh sinh ng ca bi qung co s khng bng so vi qung co trn truyn hnh vi cc video clip vi dn din vin, m thanh, bi cnh, kch bn sinh ng hn nhiu v thu ht mnh hn t pha ngi xem. Do vy vi nhng bi bo qung co v mnh, Vietinbank nn yu cu cc t bo phi thit k bn tin qung co sao cho sinh ng v thu ht ngi c trnh s nhm chn cho cng chng. Ngy nay, vi s pht trin ca h thng thng tin truyn thng, th hot ng thng tin qua bo ch ngy cng ph bin. Song song vi s pht trin , cc doanh nghip ngy cng ch sn trng phm qung thng b qua thng hiu v thng tin qung co trn cc n phm, tp ch. Cc ngn hng cng khng phi ngoi l. Trn cc t bo hng ngy c xut bn, khng kh chng ta nhn ra mu qung co ca cc ngn hng v cc thng tin lin quan n sn phm, dch v v tin ch m ngn hng ang hoc s cung cp p ng nhu cu ngy cng cao ca khch hng. C th ni rng 3 ngn hng Viettin Bank, ng , Chu u l nhng ngn hng kh mnh trong hot ng qung co thng qua bo ch. Cc qung co ny gp phn to ln trong vic nh v v cng c thng hiu ngn hng. Cc sn phm, dch v ca Vietinbank xut hin kh nhiu trn cc t bo in c uy tn nh Thanh Nin, Tui tr, Thi bo kinh t, bo Ngn hng, bo u t, Tp ch ti chnh tin t, bo Ngi lao ng nhm gip cho khch hng nhn bit c cc sn phm, dch v ni tri ca ngn hng. Thng qua cc t bo ln c uy tn ny, Vietinbank c th thu ht c mt lng khch hng ln quan tm n cc sn phm ca mnh v mt phn trong
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

khi c nhu cu s l mt lng ln khch hng tim nng m ngn hng c th khai thc nhm nng cao th phn ng thi cng s to p lc tch cc cho ngn hng c th nng cao cht lng dch v, ng thi thit k nhiu sn phm tin ch hn na p ng nhu cu ngy cng cao ca khch hng, t ng gp cho s pht trin bn vng ca Vietinbank. Ngy nay cng vi s pht trin nhanh ca dch v Internet, s lng ngi tip cn vi dch v ny ngy cng gia tng nc ta. V nh vy, hnh thc bo mng cng ngy cng cnh tranh gay gt vi cc hnh thc bo in nh bo giy, tp chv ngy cng chim mt s lng bn c rt ln bi tnh tin li, nhanh chng cp nht thng tin v gi r. Cng vi s pht trin , ngy nay hnh thc qung co trn bo mng cng ngy cng ph bin. Cc trang bo mng thng dnh mt phn din tch trn trang bo ng cc mu qung co ca cc t chc, doanh nghip. Vietinbank cng khng nm ngoi xu th . Ngn hng ny cng ang lm

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

kh tt hot ng cung cp thng tin trn bo mng nh vnba.org l trang web ca Hip hi ngn hng Vit Nam; vietnamnet.vn; vietbao.vn; laodong.vn cho cng chng bit nhiu hn n Vietinbank. Thng qua qung co trn cc t bo ny, cng chng c th hiu r hn v cc dch v tin ch hay cc chng trnh khuyn mi ca Vietinbank nh: Gi tin ti VietinBank c hi trng kim cng Hong gia, Vietinbank u i gi sn phm du hc, Ra mt dch v Bankplus Viettel Vietinbank, Tuy nhin Vietinbank cng cn thit k mu qung co trn cc bo mng mt cch sinh ng v d gy s ch cho ngi c bng cch chn v tr cng nh phn b din tch mu qung co trn trang bo. Trnh vic cc mu qung co ca Vietinbank gy nhm chn, phin h cho ngi c, nh vy s nh hng khng tt n thi v suy ngh ca bn c v Vietinbank.

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Di y l mu quang cao cua Ngn hang ng A trn tap chi Nhip cu u t (Th Hai, 2708-2012): u im Tim n khach hang muc tiu cua Ngn hang: NHIP CU U T l tp ch kinh doanh cung cp cho gii doanh nhn, chuyn gia Vit Nam nhng thng tin, kin thc su rng v kinh doanh v u t. Bn cnh , tp ch cn gip h cp nht nhng tin tc kinh doanh, kinh t trong nc v th gii, cc d bo ti chnh v cc bin php bin cc d bo thnh hnh ng. Vi th, khi Ngn hang ng A la chon ng quang cao trn tap chi nay se thu hut rt nhiu s quan tm cua gii doanh nhn, c bit la cac lanh ao Doanh nghip, y chinh la mt phn khuc thi trng ma Ngn hang lun hng ti.

Ngh nghip/Chc v

Tng Gim c/Gim c Ch doanh nghip Trng phng Nhn vin vn phng
Sinh vin v i tng khc

Tao n tng tt v Ngn hang ng A, t o cung c thng hiu Ngn hang trong c gia: + Tap chi NHIP CU U T c phat hanh vao th Hai hang tun nn c gia co th gi lai tap chi oc i oc lai nhiu ln trong 1 tun cho ti khi co s mi. + So vi bao, quang cao nay cua Ngn hang ng A nhiu mau sc, cht lng hinh anh va giy in cung tt hn, qung co trn tp ch l tnh la chn cao so vi hu ht cc phng tin khc. + Mu quang cao nay co th tip cn vi c gia trong nc va nc ngoai.

Pht hnh

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

TP.HCM H
Cc tnh thnh v nc ngoi

Tp ch h tr rt tt cho truyn hinh. N cung cp b sung thng tin cho khch hng m lc u h quan tm do truyn hinh. Nhc im Vi y la tap chi tm c nn chi phi quang cao cung kha cao, do o din tich cua mu quang cao khng ln lam cho c gia i khi chi oc lt qua va i khi khng chu y n mu quang cao nay; ng thi, tn sut ng tin co th khng thng xuyn anh hng n kha nng tip cn thng tin cua khach hang. i tng chu yu cua chng trinh Tng tich luy, Tng yu thng la khach hang ca nhn. Tuy nhin, mu quang cao lai c ng trn tap chi nay mt tap chi danh cho gii doanh nhn, nn kho tip cn c vi i tng hng ti cua chng trinh nay. S lng phat hanh tap chi nc ngoai con kha thp nn kha nng quang ba thng hiu cua Ngn hang ng A cha th mang tm quc t. 3) Qung co trn website ca ngn hng Qung co onsite c hiu l qung co ngay chnh trn website ca ngn hng. Mt website c cho l c hiu qu vi khch hng l mt website p ng cc nhu cu thng tin mong mun ca khch hng ti mi thi im v mi trang ca website. Giao din v b cc ca website phi c b tr mt cch hp l, khng c lm ri mt khch hng. Ni dung sn phm/dch v (SPDV) v thng tin v cc s kin, chng trnh khuyn mi cn c b tr v sp xp nhiu trang lun thu ht c s quan tm ca khch hng, ng thi c th cung cp cho khch hng cc h s, biu mu (nu c) trn website thay v khch hng phi ra tn quy giao dch ly. Qung co onsite i hi cc ngn hng phi rt t m trong vic theo di hnh vi ca khch hng trn website bng cch theo di cc ch s nh: thi gian tn ti trung bnh ca 1 khch hng trn website/1 ln truy cp, s trang trung bnh ca 1 khch hng xem trn website, cc khu vc no trn website c khch hng quan tm v xem nhiu nht.v.v. Qua cc ch s ny, ngn hng s bit c mc quan tm ca khch hng n nhng SPDV m 5 Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

ngn hng ang cung cp, SPDV no c khch hng quan tm nht v khch hng n t khu vc/a phng no.v.v. Cc website c b tr y , gn gng vi mu ch o l mu ca logo trn nn trng trng rt hi ha, p mt. Logo v slogan ca ngn hng c t u trang bn tri vi kch c ch thch hp, ni bt nhng khng chim nhiu khng gian ca trang web. Tng mng thng tin cn thit hoc tng i tng khc nhau c thit k thnh tng tab ring bit rt r rng. Tip pha di l cc chng trnh khuyn mi c bit v mi nht c thit k rt bt mt, ni dung ngn gn, cho php t ng chy lin tc trong khong thi gian gip khch hng c th xem c nhiu chng trnh mt cch nhanh chng nhng vn nm c ni dung ct li ca mi chng trnh (v d tn chng trnh, thi gian, a im, website truy cp, i tng c p dng...) Cc thng tin v t gi, li sut v th trng chng khon u c hin th bt mt. Website lun c ng dy nng h tr khch hng min ph 24/7, c b tr rt ni bt rt thun tin cho ngi xem. Ct bn tri b tr cc website lin kt n cc cng ty trc thuc ca ngn hng cng nh cc trung tm th, vn phng cng chng...to iu kin cho khch hng d dng truy cp v tm hiu thng tin ca cc cng ty trc thuc khi khng bit c website ca cc cng ty ny. Nhng thng tin dnh cho c ng, li sut, biu ph, t gi hi oi...v cc dch v khc(ngn hng in t, vay th chp, ng k th online,giao dch ngoi gi...) c b tr trong website gip khch hng d dng tm kim dch v mnh ang cn, p ng hiu qu hu ht mi nhu cu ca khch hng, h tr tt cho c khch hng mi s dng dch v ca NH cng nh nhng khch hng quen thuc. Ngoi mt s im chung c bn trn, mi ngn hng u c mt cch thit k cho website ca mnh nhm to s khc bit v du n ring. V d nh Viettin bank:

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

T website ca VietinBank, ta c th thy 1 s iu sau: -

Nhng dch v online c b tr 1 ct ring bn tay tri, phn bit vi cc dch v v Ngoi ra, theo www.statscrop.com, thi gian tn ti trung bnh trn website ca 1 Website ca ngn hng Vietin c cng c tm kim gip khch hng c th tm kim Ngoi ra, cn mt s trang web ph khc: www.card.vietinbank.vn Phng tin qung co: cc qung co trn trang ch ca ngn hng ACB

thng tin khc. khch hng l 5 pht 36 giy, PageViews ca mi Khch hng l 5.
-

bt c thng tin, dch v no ca ngn hng.

-

Thm mt v d na v website ca ngn hng ACB:

-

www.acb.com.vn

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

gia trang l phn tin tc va qua lin quan n ACB v tin tc trn th trng, bn di l phn cng b thng tin lin quan n bo co ti chnh, kt qu hp i hi c ng, b nhim Tng Gim c...nhng thng tin quan trng c in mu ni bt gip khch hng c th d dng theo di, cp nht lin tc, kp thi v chnh xc thng tin ca ACB ni ring v th trng ni chung.
Ngoi ra cn c dch v kim tra s d ti khon thng qua trang web

https://www.acbonline.com.vn gip khch hng c th kim tra s d ti khon mt cch thun tin bt c u c kt ni vi Internet m khng cn ra cc tr my ATM. Bn cnh cn c nhiu gii thng do cc tp ch ni ting bnh chn nhm duy tr, cng c nim tin ca khch hng i vi cc sn phm v dch v c cung cp bi ACB.

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi. c bit pha cui trang web cn c clip qung co ca ACB vi mt on li bi ht

Mi ngy ti chn mt nim vui ca nhc s Trnh Cng Sn. Tuy chim 1 khng gian nh nhng hnh nh r nt v cht lng m thanh tt tht s thu ht ngi xem. Ngoi ra, cui trang web c s lng ngi truy cp c cp nht lin tc. Qua s liu ny, ngn hng c th bit c mc quan tm ca khch hng i vi cc sn phm, dch v ca mnh v nhng dch v, vn no c khch hng quan tm nht. T , xy dng chin lc ph hp nhm p ng nhu cu ca khch hng. Nhn xt chung

Hnh nh: website ca ngn hng c thit k rt p mt, sng ng, giu mu sc Thng tin: kh y v ni dung t logo, slogan, clip, cc chng trnh khuyn mi

tc ng n tm l ca ngi xem

c bit, cc thng tin v ngn hng, bao qut nhng dch v c bn gip khch hng s dng d dng, nhanh chng v khai thc hiu qu nhng tnh nng m website cung cp, t to c nim tin ni khch hang. S thun tin: vi s h tr ca cng ngh k thut hin i, ch cn ngi nh hoc ni no c mng internet, khch hang u c th tm hiu v ngn hang, sn phm cng nh dch v ca ngn hang m khng cn phi trc tip i ti ngn hang. Nu khch hang c thc mc, c th hi trc tip qua online vi nhn vin ang trc trn website ca ngn hng. C th thy, hnh thc qung co ny em n mt tc ng tch cc cho ngn hng, mt s lng ln khch hng bit n ngn hng v bt u s dng cc sn phm, dch v ca ngn hng. C th ni, y l mt hnh thc qung co hiu qu.

II) HOT NG KHUYN MI

1) L thuyt chung a) Khi nim Theo quy nh ti khon 1 iu 88 Lut Thng mi nm 2005: Khuyn mi l hot ng xc tin thng mi ca thng nhn nhm xc tin vic mua bn hng ho, cung ng dch v bng cch dnh cho khch hng nhng li ch nht nh. Khuyn mi c h i u l cch thc, bin php thu ht khch hng thng qua vic dnh li ch cho khch hng, bao gm li ch vt cht (tin, hng ho) hay li ch phi vt cht (c cung ng dch v min ph). T vic cung cp cho khch hng thm nhng u i khi mua hng s kch thch tm l la chn tiu dng ca h, h s la chn mt hng c cht lng nhng li c thm nhng u i. Du hiu dnh cho khch hng nhng li ch nht nh tc ng ti thi
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

v hnh vi mua bn ca h l c trng ca khuyn mi, phn bit vi cc hnh thc xc tin thng mi khc. Theo lut thng mi Vit Nam 2005 quy nh, khuyn mi l hot ng xc tin thng mi ca thng nhn nhm xc tin vic mua bn hng ha, cung ng dch v bng cch dnh khch hng nhng li ch nht nh. Cch thc thc hin xc tin thng mi, to ra nhng iu kin thun li thc y mnh m vic bn hng v cung ng dch v l dnh cho khch hng nhng li ch nht nh. y cng chnh l du hiu phn bit hnh vi khuyn mi vi hnh vi xc tin thng mi khc. Lut thng mi 2005 khi nh ngha v khuyn mi c b sung hai im v mc ch ca khuyn mi v cch thc khuyn mi thng qua quan h dch v. C th l, mc ch ca khuyn mi khng ch nhm xc tin vic bn hng m cn nhm xc tin vic mua hng. Mc d khuyn mi bn hng l hot ng ph bin ca thng nhn, l mt nhu cu tt yu cnh tranh m rng th phn, nhng i vi cc doanh nghip thng mi, vic khuyn mi mua hng, gom hng cng c th tr thnh nhu cu cn thit. p ng yu cu thc t ny, php lut hin hnh quy nh khuyn mi l hot ng thng mi ca thng nhn nhm xc tin vic mua bn hng ho, cung ng dch v (ch khng phi ch l xc tin vic bn hng nh trc y). V cch thc thc hin, thng nhn c t t chc thc hin khuyn mi hoc thu dch v khuyn mi do thng nhn khc cung cp. Do vy, thng nhn thc hin khuyn mi gm c thng nhn t t chc thc hin khuyn mi v thng nhn kinh doanh dch v khuyn mi. b) c im ca khuyn mi Th nht, cch thc xc tin thng mi: l dnh cho khch hng nhng li ch nht nh. Ty thuc vo mc tiu ca t khuyn mi, phn ng ca i th cnh tranh trn thng trng, ty vo iu kin kinh ph dnh cho khch hng c th l qu tng, hng mu dng th hay mua hng gim gi... hoc l li ch phi vt cht khc. Khch hng c khuyn mi c th l ngi tiu dng hoc cc trung gian phn phi (v d: Cc i l bn hng). Th hai, mc ch ca khuyn mi l xc tin vic bn hng v cung ng dch v. thc hin mc ch ny, cc t khuyn mi c th hng ti mc tiu li ko hnh vi mua sm, s dng dch v ca khch hng, gii thiu mt sn phm mi, kch thch trung gian phn phi ch hn na n hng ha ca doanh nghip, tng lng hng t mua...thng qua tng th phn ca doanh nghip trn th trng hng ha, dch v.

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.
c)

Cc hnh thc ca khuyn mi

+ Dng th hng mu min ph. + Tng qu. + Gim gi. + Tng phiu mua hng. + Cc chng trnh may ri. + T chc chng trnh khch hng thng xuyn. 2) im chung v cc chng trnh khuyn mi ca cc ngn hng

Sau thi gian khng hong kinh t ton cu 2008, gi y kinh t nc ta ang dn hi phc v ngy cng pht trin, nhu cu vay ca cc doanh nghip, d n u t bt u tng tc. y cng l thi im cc ngn hng dn lc huy ng ti a ngun vn nhn ri trong dn nhm phc v cc nhu cu khch vay. Bn cnh a ra cc li sut hp dn, cc ngn hng cng khng ngng lm mi cc chng trnh khuyn mi, u i ln nhm thu ht ngun tin nhn ri.Trong khong thi gian nm 2011 v 6 thng u nm 2012 cc ngn hng ng lot a ra nhiu chng trnh khuyn mi v li sut, khuyn khch khch hng gi tit kim, khuyn khch khch hng s dng th.Cng vi , thu ht thm khch hng, NHTM cng c cn b v
cc doanh nghip, cc trng gii thiu sn phm, dch v cng nh lin kt vi cc trng i hc, cc c quan, n v t my ATM, ng thi min ph cho sinh vin v cn b khi lp th ATM...

Nh vo qu trnh s n lc khng ngng a ra cc chng trnh hp dn, nhng li ch thit thc cho khch hng m trong thi gian nhiu ngn hng t c nhng thnh qu cao trong kt qu kinh doanh cng nh to c nim tin vng chc t pha khch hng. Ngn hng ua tranh, khch hng hng li - y chnh l ch ngm m cc ngn hng hin nay ang hng ti nh vo tm l khch hng. Cn vi ngi tiu dng, gi tit kim, yn tm, c li sut, li c thm nhiu c hi may mn khc, d khng la chn i chng na th t nhiu cng s tm cn nhc. L do ny cng khin cc chng trnh khuyn mi thng xuyn c t chc ti cc ngn hng.
3) Cc chng trnh khuyn mi c th Cc chng trnh khuyn mi qua th Trong mt nn kinh t hin i th vic s dng th thanh ton cng tr nn ph bin. Vic s dng th s gim thiu c ri ro v bt tin lin quan n vic s dng tin mt, gip cho qu trnh thanh ton thun tin hn. Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

T ngy 10/08/2012 n ngy 10/09/2012, din ra chng trnh gim 15% cho ch th VietinBank khi mua hng LG ti H thng siu th in my Topcare khi thanh ton bng th VietinBank trn POS VietinBank. Ngoi ra, cn c cac chng trinh giam gia cho chu the VietinBank tai Pico. T 10/9/2012 n 30/9/2012, Chng trnh Gim n 15% cho ch th khi mua hng Samsung/LG. T 16/6 n 30/6, Media Mart tip tc phi hp cng Vietinbank gim thm 15% ho n thanh ton bng th VietinBank trn POS VietinBank khi mua Tivi Samsung LCD, LED, LED 3D t 40 inches tr ln. Nu l ch th Vietinbank th cn c gim gi 5% cho tt c cc ha n thanh ton mua sm ti Media Mart vo th 6 hng tun. Vi mc gim gi 15%, khch hng c th tit kim mt khon chi ph khng nh khi c nhu cu mua sm. Nhm tip tc mang n cc gi tr u i cho ch th, ng thi khuyn khch thanh ton bng th tn dng, VietinBank trin khai chng trnh khuyn mi 0% li sut tr gp trong 12 thng cho ch th tn dng VietinBank khi thanh ton ti Nguyn Kim. Ngoi ra, tri n khch hng s dng th, cng vi vic khng ngng gia tng gi tr u i cho ch th, VietinBank cn iu chnh gim li sut s dng th tn dng quc t Cremium. Trong vic u i khi s dng th th t 01/09/2012 n 31/10/2012 Chng trnh Ct cnh d dng vi Th a nng ng c DongA Bank, Vietnam Airlines v Smartlink trin khai vi nhiu u i, khuyn mi dnh ring cho cc khch hng t v v thanh ton bng ti khon Th a nng ng trn website Vietnam Airlines v trn cc knh giao dch in t ca DongA Bank. T ngy 20/8/2012, DongA Bank lin kt vi Thi Trang Mac thc hin chng trnh Tha sc mua sm vi Thi Trang Mac. DongA Bank min ph 2 thng u tin s dng dch v Ebanking cho khch hng mi. Nhm gia tng thm tin ch phc v khch hng, bt u t 01/03-31/12/2012, DongA Bank trin khai chnh sch khuyn mi mi trn knh Ngn hng ng in t (Ebanking) dnh cho khch hng mi m th DongA Bank (hoc khch hng l ch ti khon Th a nng ng nhng cha ng k s dng dch v Ebanking). Theo , cc khch hng khi n ng k s dng mi dch v Ebanking ca DongA Bank trong nm 2012 s c min ph 2 thng u tin s dng. khuyn khch khch hng s dng th ACB Visa trong vic thanh ton th ngn hng ACB y
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

mnh cc chng trnh khuyn mi m dnh cho cc ch th ACB Visa thanh ton khi s dng cc dch v, mua sm hng ha nh cc chng trnh khuyn mi : Lt th nhn lc vng vi th ACB Visa,Tit kim n 90% ti cungmua.com, nhn v xem phim min ph cng ch th ACB Visa, Lt th tn hng u i Vi s hp tc cng sinh i bn cng c li gia ngn hng v cc nhn hng khc gp phn thc y bn hng, lm cho sn phm dch v ngn hng c s dng ph bin hn. Khng ch dng li , vi vic gip cho khch hng tit kim hn chi ph khi mua sn phm to c mt hnh nh tt cho ngn hng v gp phn no trong s gia tng lng khch hng. Mt hnh nh p, mt hnh ng p s gp phn a VietinBank, ACB, DongA n vi cng chng ngy mt gn hn. Cc chng trnh khuyn mi qua u i li sut Trong th trng cnh tranh li sut nh hin nay, cng c li sut tr thnh mt trong nhng u tin khi khch hng la chn mt ngn hng. Nm bt nhu cu , cc ngn hng khng ngng trin khai nhng gi khuyn mi u i v li sut. Chng trnh 2000 t u i li sut cho doanh nghip vi m. Doanh nghip c p dng l t chc kinh t c tn ring, c ti sn, c tr s giao dch n nh, ng k kinh doanh theo quy nh ca php lut Vit Nam, c tng ngun vn (hoc tng ti sn) th hin trn bo co ti chnh ti thi im gn nht khng qu 20 t ng v/hoc tng doanh thu th hin trn bo co ti chnh ca nm trc lin k thi im cp tn dng khng qu 60 t ng. Doanh nghip vi m s c hng mc li sut siu hp dn, gim ti a 2%/nm so vi li sut vay thng thng ca VietinBank i vi cc khon vay phc v nhu cu vn lu ng ca doanh nghip.VietinBank tng cng n gin ho th tc v rt ngn thi gian x l h s vay h tr doanh nghip tip cn ngun vn mt cch thun tin v d dng. Vi mc li sut thp, doanh nghip tit kim c chi ph s dng vn, to iu kin thun li cho vic tng cng sn xut kinh doanh. Nhm h tr cho hot ng gio dc, T ngy 15/6 n 10/11/2012, VietinBank trin khai chng trnh khuyn mi 1000 t khi ngun tng lai dnh cho khch hng c nhn s dng dch v h tr ti chnh du hc ca VietinBank. Bn cnh , t l thanh ton ti thiu dnh cho ch th TDQT ca VietinBank cng gim xung mc 5%/tng d n trn sao k hng thng ca ch th.

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Nh vy, tnh n thi im hin ti, VietinBank ang l ngn hng c t l thanh ton ti thiu thp nht v p dng mc li sut hp dn nht dnh cho th TDQT so vi cc ngn hng thng mi khc trn th trng.

p nhng cho nhng nhu cu ca khch hng, ngn hng Chu cn a ra cc gi sn phm tit kim mi a nng, tin dng hi t nhiu u im so vi cc sn phm tit kim hin c trn th trng. C th nhc n nh i tc tin cy- Gn b di lu hng n khch hng doanh nghip ang giao dch vi ACB v i tc lin kt vi ACB. y l chng trnh nhm xy dng v pht trin mi quan h di lu vi khch hng v i tc. Ngoi ra, chng trnh dnh nhng u i c bit nh mc li sut thp 17% mt nm v min ph thng nin th tn dng cho: khch hng c nhn l thnh vin hoc c ng hoc ch doanh nghip, cp qun l, nhn vin v i tc ca doanh nghip do doanh nghip gii thiu vay ti ACB; khch hng l khch hng ca cc i tc lin kt gii thiu vay ti ACB. c bit, ACB cn c chng trnh chm sc khch hng dnh cho cc doanh nghip, i tc lin kt khi gii thiu khch hng vay ti ACB. Thng qua chng trnh ny khch hng cng c thm mt ch da vng chc v nim tin vo s h tr ti a ca ngn hng Chu cho cc doanh nghip u t pht trin kinh t.
Cc chng trnh khuyn mi bng nhng u i trong hot ng tn dng

Ngn hng thng mi l mt t chc tn dng, hot ng da trn vic huy ng ngun vn nhn ri t dn chng v cho vay li i vi cc nh u t, nh sn xut.. ang cn vn. t c kt qu kinh doanh tt th chc nng to tin phi c thc hin tt.V vy, ngn hng cn phi c gng thu ht c lng vn nhn ri t dn chng. Thy c tm quan trng ca vic to tin nn cc ngn hng a ra hng lot cc chng trnh khuyn mi nhm thu ht mt khch hng gi tin,vng.. vo ngn hng. Vi

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

phng chm lin tc cung cp cc sn phm, chng trnh hp dn, m bo li ch cho khch hng. Theo , t ngy 02/4/2012, VietinBank trin khai chng trnh khuyn mi Rng vng pht lc Sung tc c nm dnh cho tin gi tit kim vi rt nhiu cc gii thng c gi tr ln nh t, xe my, in thoi, laptop tng gi tr gii thng ln n trn 15 t ng. T ngy 20/10 n ht ngy 31/12, VietinBank trin khai chng trnh khuyn mi Gi tin ngay Quay trng ln dnh cho c nhn ngi Vit Nam v ngi nc ngoi ang sinh sng v hot ng hp php ti Vit Nam, vi sn phm l tit kim li sut th ni k hn 36 thng nh k iu chnh li sut 1, 2, 3 thng/ ln; S tin gi ti thiu l 10 triu VND, 500USD Ngoi ra, T 15-8 n 13-11-2012, khch hng tham gia chng trnh khuyn mi d thng "Nim tin Vnh cu" ti VietinBank s c c hi trng hn 500.000 gii thng gi tr vi tng gi tr trn 16 t ng. Vi m s d thng nhn c khi gi tin, khch hng s c tham d chng trnh Quay s trng thng v c c hi nhn c nhng phn thng cao cp, c o. Nh thay li tri n ti khch hng tin tng s dng cc sn phm dch v ca VietinBank trong trong gn 25 nm qua. y l mn qu v gi nh kim cng ta sng vnh cu m VietinBank lun lun trn trng. by t thi quan tm ti khch hng c nhn, VietinBank ra mt sn phm "Tit kim c k hn li sut th ni" dnh cho khch hng l c nhn ngi Vit Nam; c nhn ngi nc ngoi ang sinh sng v hot ng hp php ti Vit Nam vi mc ch em li li ch cao nht cho khch hng. T thng 7 n ht thng 12.2012, VietinBank trin khai chng trnh u i cho vay mua nh 5.000 t chung tay xy nh m c.Gi h tr tr gi 5.000 t ng ny dnh cho c
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

nhn ngi Vit Nam c nhu cu vay vn mua nh , nhn quyn s dng t v vay mua nh d n c VietinBank ti tr vn. Trong bi cnh th trng BS ang c nhng du hiu phc hi, cng vi tm l ch ng thi h li sut t pha cc ngn hng, c th ni, chng trnh cho vay u i 5.000 t ng chung tay xy nh m c ca VietinBank l gii php tho g kh khn thit thc v kp thi, nhm gip khch hng c th tip cn cc khon vay tt hn v gp phn gim bt gnh nng li sut cho ngi i vay. i vi ACB, ni bt trong thi gian gn y c th k n chng trnh khuyn mi

Ngi nh hnh phc. Chng trnh tri n khch hng nhn dp k nim 19 nm thnh lp Ngn hng Chu, mc ch ca chng rnh ny nhm khuyn khch khch hng gi k hn VND, USD, vng.. vi tng gi tr hn 7 t ng thu ht c mt lng ln khch hng tham gia. Cng nh hot ng tri n ny m ngn hng t c mt kt qu kinh doanh tt, nng cao thng hiu ca Ngn hng Chu trong nn kinh t. Tip ni thnh cng ca chng trnh tit kim d thng Ngi nh hnh phc vi vic tm ra ch nhn ngi nh tr gi 1 t ng cng nhiu gii thng gi tr khc, ACB tip
tc trin khai chng trnh khuyn mi mi ma l hi ACB 2012 ang thu ht nhiu khch hng tham gia. Chng trnh dnh nhiu u i bt ng cho khch hng vi c hi trng gii c bit l xe BMW, gii nht l chuyn du lch khm ph Chu u cng nhiu gii thng gi tr. Tip theo s thnh cng ca cc chng trnh huy ng vn nm 2010, trong nm 2011 DongA Bank trin khai mt s chng trnh khuyn mi dnh cho khch hng gi tit kim v nhn c rt nhiu s quan tm t khch hng. Trong c th k n Chng trnh Gi nim tin, Ny ti lc, Triu tri tim, mt nim tin, Ma thu yu thng, Tit kim vn pht, Xun mi an khangHu ht cc chng trnh huy ng vn u hon thnh ch tiu trc thi hn cho thy khch hng t trn vn nim tin vo DongA Bank - mt Ngn hng lch s hot ng vng mnh vi an ton cao. 4) Nhn xt 4.1) Nhn xt chung v cc chng trnh khuyn mi ca cc ngn hng
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Trong thi gian qua cc ngn hng khng ngng tung ra nhiu sn phm khuyn mi, cc sn phm u c thit k ph hp vi nhu cu khch hng v to c nhng thnh cng nht nh. Cc sn phm khuyn mi lm gia tng s thn thit, thu ht i vi khch hng. Tn sn phm khuyn mi ngn gn, n tng, gii hng hp dn gp phn nng cao thng hiu ca ngn hng. Tuy nhin cc sn phm gia cc ngn hng tng t nhau, cha c s khc bit r rt lm cho tnh cnh tranh gia cc ngn hng cng cao. Trong vic thu ht vn th cc ngn hng cn to iu kin cho vay chun mc, thun tin v n gin, m rng i tng khch hng c p dng chng trnh khuyn mi, c s thun li trong mng li chi nhnh, phng giao dch rng khp, h thng cng ngh thng tin hin i, cc ngn hng gip khch hng c th tip cn cc gi tn dng u i vi cht lng dch v v gi c cnh tranh nht. Bng nhng chnh sch khuyn mi hp l, nhng sn phm khuyn mi a dng, thit thc gp phn gip cho thng hiu ca cc ngn hng ngy cng n cng gn vi ngi dn v x hi hn. T to c ch ng vng chc, c sc ht ln v to nim tin trong lng khch hng. 4.2) Phn tch SWOT cho hot ng khuyn mi ca cc ngn hng

im mnh Cc chng trnh khuyn mi din ra lin tc vi nhiu hnh thc khc nhau nh i vi khch hng s dng th visa trong thanh ton hng ha, gi tin k hn ln hn 3 thng C s hp tc gia ngn hng v cc i tc khc nhau gip cho chng trnh khuyn mi tr nn a. Nhng chng trnh khuyn mi vi nhng ni dung thit thc gp phn thu ht lng ln khch hng tham gia.
im yu

Cc chng trnh khuyn mi rm r nhng cc chi nhnh v i l cc vng nng thn qu t lm cho 1 s cc i tng vn cha c tip cn. Vn cha a ra c cc chng trnh khuyn mi p ng c nhu cu ca khch hng.

Do s cnh tranh trong lnh vc ngy cng gay gt, ngn hng ny cng phi lun i u vi nhng chng trnh khuyn mi hp dn ca nhng ngn hng khc trn th trng
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

C hi Thu ht khch hng v tng c mt lng ln tin gi ca khch hng. Nhng chng trnh khuyn mi t chc tt to iu kin tip cn c vi khch hng, to s gn gi v nim tin cho khch hng. Khi qung co cho cc chng trnh khuyn mi mt cch rm r phn no li n tng, thu ht c lng ln khch hng tim nng. y l cng l c hi ngn hng qung b thng hiu cho khch hng. T chc c nhng chng trnh khuyn mi ln tng nim tin vi cc c ng v thu ht c thm mt lng ngun vn cho ngn hng.
Thch thc

Nhiu ngn hng cng t chc nhng chng trnh khuyn mi nh th, thm ch c nhng ngn hng ln cn a ra nhng dch v khuyn mi u i hn gy khng t kh khn cho ngn hng, c th lm gim i khch hng hoc tin gi cng nh nhng dch v m khch hng s dng ngn hng. C mt s chng trnh t chc khng thnh cng hoc b s c c th lm gim khch hng v gy nh hng n nim tin ca khch hng cng nh thng hiu ca ngn hng. T chc nhng chng trnh khuyn mi nh th no mang li ngun li ln v thnh cng cho ngn hng vn cn ang l thch thc ln i vi ngn hng. => Tng kt : C th thy, sc cnh tranh gia cc ngn hng hin nay l rt ln, r rng li ch ca khch hng theo cng c nng ln. Ngoi vic cn nhc thit hn gia chnh lch li sut gia cc ngn hng, vic chn nh bng c uy tn, m bo cng l iu m khch hng
phi tnh n khi chn mt gi tin. Vi thng hiu ni ting, cht lng m bo ca mnh, cc ngn hng lun em n sn phm, dch v a dng, nhiu tin ch p ng nhu cu ca khch hng.

III) HOT NG PR
1) L thuyt chung a) Khi nim Quan h cng ng (Public Relations, hay vit tt l PR), ng vai tr chin lc trong xy dng thng hiu, ang l xu hng trn th gii. iu ny khng phi do tc ng ca
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

cc chuyn gia hay hip hi PR m n t nhng thnh cng ca cc thng hiu ngn hng ln trong thc t nh: ng , Agribank, Techcombank... S thnh cng ca nhiu thng hiu mnh khng da vo m hnh qung co i tr truyn thng, khin cc chuyn gia thng hiu lng tng v t hi u l b quyt truyn thng ca cc thng hiu ny? Cc phn tch v nghin cu sau tha nhn tc nhn chnh l PR.V h a ra nhng khi nim v hot ng PR sau: Theo Bch khoa ton th th gii th public relations (hay PR) l mt hot ng nhm mc ch tng cng kh nng giao tip, truyn thng v s hiu bit ln nhau gia cc t chc hoc c nhn vi mt hoc nhiu nhm c mnh danh l cng chng. Theo Edward Bernay th Quan h cng chng l mt chc nng ca qun l nhm tm hiu thi ca cng chng, xc nh chnh sch, quy trnh kinh doanh v li ch ca t chc, theo l vic thc hin mt chng trnh hnh ng nhm to ra s hiu bit v sn phm cho cng chng v i n chp nhn. Theo quan im hin i th PR c hiu l cc phng php v hot ng giao tip do mt c nhn, t chc hoc chnh ph s dng nng cao s hiu bit v xy dng quan h tch cc vi nhng tng lp, i tng ca t chc . b) Cc loi hnh ca PR:

PR tng cng kh nng kinh doanh PR ku gi ti tr. PR cng c hnh nh trc cng chng. PR nhm xut hin trc cng chng.
c) Cc hot ng ca PR:

o Quan h bo ch:
Bao gm cc hot ng t chc hp bo, son tho thng co bo ch, thu xp cc bui phng vn, ly tin thm ch thnh lp lp t bo ring cho mnh.Mc ch l quan h tt vi bo ch l chic cu ni ngn nht, hiu qu nht gia khch hng vi doanh nghip. V d:Mi cc phng vin n ly tin, phng vn khi khai trng cc phng giao dch mi, cc bui k kt hp ng tn dng vi cc doanh nghip,pht hnh tp ch Thng tin VCB mi thng mt ln.

T chc s kin:

Bao gm cc hot ng:Khai trng vn phng, chi nhnh mi, ng th cng trnh u t, khnh thnh, cc l k nim, cc hot ng vn ngh, giao lu ca cng nhn vin chc...Mc
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

tiu l thu ht s ch ca cng chng v doanh nghip , th hin cho cng chng hnh nh tt p ca Doanh nghip

i ph vi cc ri ro bao gm cc hot ng:

X l cc khiu ni ca khch hng, cc tranh chp ca doanh nghip, hoc cc lnh vc kinh doanh nhy cm ca DN. Mc tiu l i ph, x l c cc ri ro c th xy ra i vi doanh nghip lm nh hng n uy tn, hnh nh hoc lm thit hi v mt ti chnh i vi doanh nghip.V d: S c t rt tin ca ngn hng ACB.Xy dng cm nang, quy trnh x l khng hong: xem xt mi nguy c tim n c th gy khng hong; chun b v tp dt quy trnh x l khng hong; xc nh trch nhim ca b phn x l khng hong. Khi khi tnh hung xu xy ra, quan trng nht l bnh tnh, khi ng b phn gii quyt khng hong.Tng hp, phn tch thng tin, xy dng chin lc, phng thc x l khng hong. Lin h vi cc cng ty i ngoi chuyn nghip.Vic gii quyt khng hong c th c thc hin 24/7. Tn trng tuyt i quy tc pht ngn chnh thc, ng b, nhanh chng thit lp knh thng tin vi bo ch, v cc bn lin quan: c quan qun l, khch hng... Tng gim c thng l ngi pht ngn cho cng ty, c b phn c vn v php l, c ngi chuyn ph trch quan h chnh ph, quan h khch hng, quan h bo ch, ngi trc in thoi ng dy nng, ngi chuyn sng lc, bo co thng tinKhi quyt nh hnh ng, chp nhn nhng mt mt tm thi, coi trng uy tn v hiu qu lu di. Ln k hoch xy dng li uy tn thi hu khng hong.

o Quan h vi cc nh u t o Quan h vi chnh ph o Qun l danh ting. o Cc hot ng phi thng mi trc tip vi KH.
2) Phn tch hot ng PR ti mt s ngn hng Vit Nam a. im mnh

T lc mi i vo hot ng n nay cc ngn hng lun lun ch trng vo cc hot ng PR

ACB t lc thnh lp ti nay c kinh nghim gn 20 nm trong cng tc quan h cng chng. DongAbank cng c gn 20 nm kinh nghim t chc cc hot ng PR. Thnh lp t ngy 26/03/1988, Vietinbank cng c hn 24 nm kinh nghim trong lnh vc qung b thng hiu qua cng tc PR. Bi khng mt doanh nghip no ni chung c th tn ti m khng s dng PR qung b thng hiu.
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Cc ngn hng thc hin rt tt nhng cng c PR, minh chng cho iu l rt rt nhiu hot ng ca ngn hng to c du n tt p trong lng ngi dn. o Logo o Slogan o Cc hot ng ti tr o Truyn thng o Cc ngn hng c mi quan h rng v vng chc vi nhiu i tng, cc ban ngnh on th, c nhn, khch hngC th qua cc hot ng PR bng truyn thng, ta thy hot ng v thnh tch ca cc ngn hng lun c gii truyn thng quan tm, theo di v a thng tin n vi cng chng kp thi, y o Thng tin v cc gii thng :
Ti ngn hng ng : + Gii thng cht lng Vit Nam 2003 do B Khoa hc v cng ngh trao + Gii thng Sao vng t Vit 2003, 2005, 2007,2008 + Cp vng Thng hiu Vit 2006. + Gii thng Thng hiu Vit Nam ni ting nht ngnh ngn hng-ti chnh bo him 2006. + Gii thng "Top 100 thng hiu tiu biu nht Vit Nam 2007. + Danh hiu "Doanh nghip dch v c hi lng nht nm 2008. + Gii Thng hiu mnh Vit Nam 3 nm lin tip 2009, 2010, 2011. + Top 500 doanh nghip ln nht Vit Nam VNR500 do VietnamNet t chc. + Ngoi ra my ATM Th k 21 do DongA Bank ch to c chng nhn K lc Vit Nam c chc nng nhn v i tin trc tip qua my ATM ln u tin ti Vit Nam. Bn cnh nhng gii thng uy tn trong nc, DongA bank cn nhn c cc gii thng do t chc nc ngoi bnh chn nh: + Gii thng SMART50 dnh cho 50 doanh nghip hng u ca chu ng dng thnh cng IT vo cng vic kinh doanh do Tp ch cng ngh thng tin hng u Chu Zdnet trao tng.
Marketing ngn hng

Cc hot ng PR ca din ra thng xuyn v di nhiu hnh thc . Hot

ng PR ca mt s ngn hng trong nhng nm gn y:

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

+ Top 200: Chin lc cng nghip ca cc doanh nghip ln nht Vit Nam theo bnh chn ca Chng trnh Pht trin Lin hip quc (UNDP). + Chng nhn xut sc v Cht lng vt tri ca hot ng Thanh ton quc t do Standard Chartered Bank, Citibank, American Express Bank, Wachovia Bank v Bank of New York trao tng. + Gii thng Ngn hng kinh doanh ngoi hi tt nht Vit Nam nm 2012 do tp ch Asian Banking & Finance t chc ti Singapore. Ti Ngn hng Vietinbank Trong nhng nm qua, VietinBank lin tc nhn c cc gii thng do cc t chc trong v ngoi nc bnh chn nh: + Gii thng Sao vng t Vit nm 2004 cho sn phm thanh ton in t; + Gii thng Sao vng t Vit 2007 - top 100 Thng hiu Vit Nam do Hi Doanh nghip tr Vit Nam v Lin hip Thanh nin Vit Nam tng. + Cp thng hiu mnh 4 nm lin t 2004 n 2007; + Topten Thng hiu mnh nm 2005, 2006, 2007; + gii Ngi sao kinh doanh nm 2007 Do Bo Th gii & Vit Nam (B ngoi giao) phi hp vi Tp ch Economist (Anh) trao tng, v nhiu gii thng khc + c bit nm 2008, VietinBank l ngn hng u tin ti Vit Nam c nhn Gii thng cht lng quc t ti Thy S, dnh cho cc DN kinh doanh hiu qu v c uy tn thng hiu cao c bnh chn trn ton th gii. + Gii thng Sao Khu 2009 cho lnh vc trin khai v ng dng CNTT, Gii thng Ngi sao cht lng quc t ti M nm 2010 Chnh nhng thnh qu trn gp phn nng cao uy tn v hnh nh ca Ngn hng Cng thng, a thng hiu ny ngy cng tr nn gn gi, thn thin v thit thc hn vi cuc sng.H thng nhn din thng hiu mi truyn ti ngha v gi tr m Vietinbank em n cho khch hng Nng gi tr cuc sng. Vic l ngn hng duy nht ng trong top 10 gii thng sao vng t Vit (SVV) nm 2010, gii thng dnh cho Thng hiu tiu biu VN trong hi nhp kinh t quc t, mt ln na khng nh v th hng u ca VietinBank trong h thng ngn hng VN. Ti lin hoan cc DN Rng vng v Thng hiu mnh nm 2011, Ngn Hng TMCP Cng Thng Vit Nam (VietinBank) c bnh chn trao gii Top 10 Thng hiu mnh nm 2011. Ti ngn hng ACB
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Nm 1997, ACB c Tp ch Euromoney chn l Ngn hng tt nht Vit Nam Trong bn nm lin 1997 2000, ACB c T chc chuyn tin nhanh Western Union chn l i l tt nht khu vc Chu Nm 1998, ACB c chn trin khai Chng trnh ti tr cc doanh nghip va v nh (SMEDF) do Lin minh Chu u ti tr Nm 1999, ACB c Tp ch Global Finace (Hoa K) chn l Ngn hng tt nht Vit Nam Nm 2001 v 2002, ch c ACB L ngn hng thng mi c phn hi iu kin c quan nh mc tn nhim Fitch Ratings nh gi xp hng Nm 2002, ACB c chn trin khai D n ti tr cc doanh nghip va v nh (SMEFP) do Ngn hng Hp tc quc t Nht Bn (JBIC) ti tr. Nm 2003, ACB ot c Gii thng Cht lng Chu Thi Bnh Dng hng xut sc ca T chc Cht lng Chu Thi Bnh Dng (APQO). y l ln u tin mt t chc ti chnh ca Vit Nam nhn c gii thng ny Nm 2005, ACB c Tp ch The Banker thuc tp on Financial Times, Anh Quc bnh chn l Ngn hng tt nht Vit Nam (Bank of the Year) nm 2005 Nm 2006, ACB c T chc The Asian Banker chn l Ngn hng bn l xut sc nht Vit Nam (Excellence in Retail Financial Services) v c Tp ch Euromoney chn l Ngn hng tt nht Vit Nam (Best Bank in Vietnam). Nm 2007: ACB vinh d nhn c gii thng Doanh nghip ASEAN xut sc" trong lnh vc i ng lao ng. Do Hi ng T vn Doanh nghip ASEAN (BAC) trao tng. Nm 2008: ACB c Tp ch Euromoney bnh chn l Ngn hng tt nht Vit Nam 2007 (Best Bank in Vietnam 2007). Nm 2009: ACB vinh d c tp ch Asia Money v tp ch Finance Asia bnh chn l Ngn hng tt nhp Vit Nam nm 2009. Vi nhng thnh tch ng khch l ngn hng ACB xy dng thng hiu vng mnh y uy tn, lun gi vng v th ca mt ngn hng bn l hng u. d) Cc hot ng ca cc ngn hng lun th hin tinh thn trch nhim, s tn tm v th hin s quan tm n tnh hnh kinh t x hi ca t nc. Trong su thng u nm, hng lot cc ngn hng t chc nhiu chng trnh t thin ti tr c th ti :

o Thng qua hot ng ti tr gio dc

Vietinbank

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Tch cc h tr cho nhng a bn vng ni gp nhiu kh khn.X Khnh Ha v An Ph l a bn c bit kh khn ca huyn Lc Yn, tnh Yn Bi, 82% l ng bo dn tc thiu s sinh sng nh Dao, Cao Lan, Ty, Ni y a hnh phc tp km theo thi tit khc nghit, ng bo dn tc hng nm thng xuyn phi hng chu thin tai, bo l, c s h tng cn tm b, c bit l c s vt cht gio dc nhm mu gio mm non. Vi tinh thn chia s v trch nhim cng ng, Ngy 23/7/2012 VietinBank phi hp vi UBND tnh Yn Bi t chc bn giao 2 Trng mm non cho huyn Lc Yn v Yn Bnh vi tng ti tr 3 t ng.Ngoi ra, VietinBank cn trao tng trng cc trang thit b, dng thit yu vi tng kinh ph 30 triu ng/1 Trng. Ngy 3/7/2012, Ngn hng Cng thng Vit Nam (VietinBank) t chc L trao hc bng cho 20 sinh vin ang hc ti cc trng i hc thnh vin HQG-HCM.Mi sut tr gi 5 triu ng. Ngoi ra, vi 30 t ng VietinBank ti tr cho Trng tiu hc Phng 9 Tp.C Mau nm hc 2012-2013 lm ni bt ln ngha nhn vn su sc v hy vng s l ng lc h tr, thc y a phng, thy v tr thi ua phn u dy tt, hc tt. Nhn k nim 1000 nm Thng Long, chng trnh hc bng K nim ngn nm Thng Long chnh l hot ng tiu im, nm trong khun kh chng trnh khuyn mi Phong cch tr - ng cp th E-Partner dnh cho gii tr v cc bn hc sinh - sinh vin trn ton quc, vi tng s tin hc bng v gii thng tr gi gn 2 t ng. Trong t trao hc bng ln ny, VietinBank dnh tng hn 2.000 sut hc bng cho cc sinh vin xut sc, nhng bn c hon cnh kh khn nhng t thnh tch hc tp tt ti gn 300 trng trn ton quc. o o o o o o ACB Ti tr h thng my tnh cho trng Tiu hc V Trng Ton (qun 10). Ti tr Qu khuyn hc bng hin vt cho tnh Tr Vinh tr gi 6,4 triu ng. Ti tr Qu hc bng Phan Chu Trinh ( Nng) tr gi 100 triu ng v hin ang Cam kt ti tr xy dng 6 trng hc ti Cao Bng, Bc Cn, H Tnh, Tha Thin D kin n ht nm 2013, ACB s khi cng xy dng v hon thnh 20 trng hc c bit ACB k kt ti tr cp hc bng di hn vi Qu Thi Bo Kinh T Si Gn

ti tr cho qu Phng chng thin tai ti min Trung vi tng s tin 2,2 t ng Hu, Bnh Phc, Tin Giang vi s tin gn 30 t ng. cho n k nim 20 nm ngy thnh lp. vi tng gi tr ln ti 1 t ng nhn k nim 10 nm thnh lp Qu.
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

ng Ngy 15/5 v 17/5/2012, DongA Bank tin hnh l k kt hp tc ton din vi 2 trng i hc ln khu vc TPHCM l trng i hc Kinh t TPHCM v i hc M TPHCM. Chng trnh trin khai nhm tht cht mi quan h ca DongA Bank v cc trng trong cc lnh vc: o to - nghin cu khoa hc, hc bng, cc chng trnh hng nghip, thc tp, tuyn dng y cng ng thi l hot ng th hin cam kt lu di ca DongA Bank trong nh hng u t cho gio dc v chin lc mang cc sn phm ngn hng n gn vi hc sinh sinh vin hn. Ngy 14/4/2012, DongA Bank phi hp vi HTV t chc chng trnh vnh danh th khoa ln 4, nhm tn vinh cc th khoa tt nghip i hc ba khu vc: TP. H Ch Minh v ng Nam B, ng bng Sng Cu Long v cc tnh min Trung vi qu tng l mt th a nng ng vi 3 triu ng trong ti khon.

o Cng tc X hi
Vietinbank L doanh nghip c quy m ln v mng li, tng ti sn, tc tng trng cao, Ngn hng TMCP Cng thng Vit Nam (VietinBank) khng ch phn u thc hin tt nhim v chnh tr ca ng, Chnh ph, ngnh ngn hng giao ph m cn l n v tch cc i u trong cng tc t thin, an sinh x hi. Cc chng trnh trin khai u c ngha thit thc, t kt qu cao v nhn c s hng ng tch cc ca ton h thng. Tnh n u nm 2012, VietinBank dnh hn 1.500 t ng cho cng tc an sinh x hi, trong ring nm 2011 l trn 750 t ng. Cc cng trnh trn bao gm: trn 16.000 ngi nh; 348 cu giao thng nng thn; gn 1.000 con tru, b cho cc tnh H Giang, Tuyn Quang; 06 h thng cp nc sinh hot v h cha nc; 37 cng trnh Nh vn ho sinh hot cng ng, phng trnh thin tai ti cc tnh; 20 trm y t; 130 xe t cu thng cht lng cao v xe 7 ch vn chuyn bc s t tuyn trung ng v a phng cha bnh; trn 400 trng mu gio, tiu hc, nh ni tr; trn 2.000 xe ln; trn 5.000 sut hc bng; trn 9.200 cp phao cu sinh; ti tr hng thng cho hn 500 em nh m ci cha m, khng ni nng ta (mi em 500.000 ng/thng n nm 18 tui); chm sc v phng dng sut i 85 M Vit Nam anh hng mc t 500.000 ng n 2.000.000 ng/thng; ci to, nng cp trn 50 Ngha trang Lit s trong c nc; h tr u t xy dng cc cng trnh vn ha x hi nh: Ct c Lng C - H Giang; c Tng Pht Hong Trn Nhn Tng ti Yn T Qung Ninh, n th Hai B Trng, H Ni
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Pht huy truyn thng v cng ng, VietinBank ng gp hn 2.500 t ng cho cc chng trnh an sinh x hi, n n p ngha. Ring ti huyn o Trng Sa, Vietinbank va ti tr hn 60 t ng xy dng Trung tm Vn ho o Nam Yt. Ngoi ra, ti l khnh thnh vo thng 5/2012, VietinBank cn ti tr cc trang thit b nh: my pht in, dn m thanh,phc v i sng tinh thn cho ngi dn trn o. Vic ng gp 2 t ng cho Trng Sa mt ln na khng nh tnh cm, trch nhim ca Ban lnh o, tp th cn b nhn vin Vietinbank. Trong nm 2010, 2011 v k hoch nm 2012, VietinBank v ang u t kinh ph h tr ti tnh C Mau 91 t 700 triu ng xy dng 322 cy cu giao thng nng thn (nm 2010 xy 146 cu, nm 2011 xy 176 cu); xy dng 20 cn nh cho cc gia nh chnh sch, h ngho. Tnh n nay, VietinBank ti tr cng tc an sinh x hi vng BSCL gn 265 t ng, trong hai nm 2010 2011 ring tnh Bc Liu l hn 40 t ng. Khng ch thc hin tt nhim v kinh doanh m VietinBank cn rt ch trng lm cng tc t thin, an sinh x hi. Ngoi vic ng gp t tin lng vo qu t thin x hi chung, Vietinbank cn tin hnh hng lot cc hot ng c ngha nh: Hng ng t quyn gp ng h bo lt cho nhn dn Nht Bn sau trn sng thn; tham gia ng gp ng h ng bo bo lt min trung, ti tr cho cc em ngho t thnh tch tt trong hc tp,.v.v. Bn cnh vietinbank ti tr 500 triu cho C nhi vin Pht gio ti Vnh Long, 2000 nh cho h ngho Cn Th vi tng ti tr 50 t d kin s khnh thnh vo cui nm 2012. Trong lnh vc y t, Vietinbank xy dng nhiu trm y t, phng khm a khoa ti cc huyn vng cao, vng su, vng xa. Tng hn 150 xe t cu thng cht lng cao km theo cc thit b cp cu hin i bn trong theo n 1816 - B Y t; u t kinh ph hng chc t ng ti tr nhiu trang thit b, vt dng y t hin i khc cho cc bnh vin TW, bnh vin tnh, huyn, trm y t x phc v vn chuyn cp cu bnh nhn, nng cao iu kin c s vt cht khm cha bnh, chm sc sc khe cho ng bo nhn dn. i vi nhng tr em ngho khng may mc bnh tim bm sinh, VietinBank cng ti tr kinh ph phu thut hng trm ca m tim bm sinh cho cc em. ACB Thng lin kt vi cc hi, cc qu t thin nh Hi Bo tr bnh nhn ngho TP HCM, Hi Ch thp , Hi Bo tr tr em tn tt Vit Nam, Hi Bo tr ngi ngho, v.v. thc hin chng trnh t thin ca mnh. Hnh thc gip gm c nh xy dng nh tnh thng, ng h qu xa i gim ngho, ng h bp n t thin ti cc bnh vin, ng h cho
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

chng trnh em li nh sng cho ngi m ngho, ng h cc chin s ang lm nhim v ti o Trng Sa, v.v. v d trong nm 2011 ACB c cc chng trnh nh sau: Chng trnh Cy ma xun ACB-2011 chm lo tt cho tr em ngho ti cc a phng c chi nhnh ACB. Qu V ngi ngho v an sinh x hi tnh Bc Liu 2011 Qu m tim cho tr b bnh tim bm sinh do Hi Ch thp Tp. HCM thc hin Xy dng nh tnh thng ti cho Q. 3, Tp. HCM, tnh Sc Trng, tnh Lm ng, Tp.Rch gi (tnhKin Giang); Phi hp vi Hi Ch thp Tp. HCM, t chc khm bnh, m mt v tng qu cho 1.400 ngi dn ti ng Xoi, tnh Bnh Phc; huyn An Phu, tnh An Giang; huyn Ci B, tnh Tin Giang; huyn Ging Trm, tnh Bn Tre; v huyn c Trng, tnh Lm ng Chng trnh Cy ma xun ACB-2011 chm lo tt cho 1.500 tr em ngho Tp. HCM; Chm lo tt cho ngi ngho Q. 3, Tp. HCMH tr cho ngi ngho b bnh him ngho do Hi Ch thp Tp. HCM thc hin Qu m tim, m mt cho ngi ngho do Hi Bo tr bnh nhn ngho thc hin Qu t thin pht trin cng ng Tng cng ty TM H Ni Ti tr khc: Qu chm lo cho tr m ci v ngi ngho tnh Bnh Dng; Qu chm lo tt cho ngi ngho thng qua Hi ngh s Tp. HCM ng Ngn hng ng - chi nhnh Long An-chng trnh Sng v cng ng: Mng ngy Quc Khnh 2/9/2011 v th hin tinh thn trch nhim vi cng ng v x hi, on vin thanh nin (VTN) Ngn hng (NH) ng Chi nhnh Long An, PGD 24H Bn Lc cng vi nh ti tr chnh l Cng vin Nc C Chi, n tng qu cho ngi gi, tr m ci v ngi mc bnh tm thn ti Trung tm Bo tr X hi (TTBTXH) Long An. Trao tng 2 gin my vi tnh cho x on tnh Bn Tre: Ngy 28/1/2012, ti x nh Thy huyn M Cy Nam, Cng ty Cp thot nc Bn Tre v Ngn hng ng trao 3 gin my vi tnh cho 3 x on t chc tt hot ng Nm thanh nin 2011 l x on An Thnh (huyn M Cy Nam), x on Tn Ph Ty (huyn M Cy Bc) v x on Vnh Thnh (huyn ch Lch); ng thi trao 20 phn qu cho qu c ch cu cn b on ang gp kh khn, xem y nh l ng lc gip cc c ch vng tin vo cuc sng, vt qua mi kh khn trong thi gian ti. i b ng hnh v ngi ngho qun Ph Nhun :

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

c thc hin vo sng ngy 16/10/2011, ti khu dn c Rach Miu- qun Ph Nhun. S tin ng gp Gy qu v ngi ngho Q. Ph Nhun nhn dp ny l hn 6 t ng, trong , Ngn hng ng ng gp 200 triu ng vi t cch l nh ng ti tr. y l ln th 8 lin tip DongA Bank tham gia i b ng hnh v ngi ngho qun Ph Nhun. Tnh t nm 2004 n nay, tng s tin DongA Bank ng gp cho qu v ngi ngho ca qun l 1,750 t ng. Nhn ngy Thng Binh lit s thc hin chng trnh n n p ngha- ung nc nh ngun tng chi nhnh phi hp vi a phng thc hin hot ng ny: Nhn k nim ngy Thng binh - lit s 27/7/2011, ti tng Chi nhnh NH cc Tnh thnh trong Tan quc cng c nhiu hat ng phi hp vi a phng nh: trao tng s tit kim cho cc gia nh thng binh lit s qun Ph Nhun, n thm v tng qu cho gia nh TBLS huyn Hc Mn v C Chi, i vi nhn vin Ngn hng ng l thng bnh binh, gia nh (cha, me rut) l thng binh - lit s : BCH Cng on gi nhng phn qu thm hi ng vin n cc gia nh vi lng trn trng v bit n nhng hy sinh ng gp cho T quc.

Ngn hng ng chi nhnh C Mau t chc nhiu hot ng x hi, t thin, nhn

o nh tng nh tnh ngha cho h gia nh chnh sch, h ngho, tng qu tp v cho hc sinh ngho, h tr cc hot ng vui chi gii tr cho thiu nhi.. Hn th na, ngn hng ng cn chung tay gp sc cho cc nn nhn b ng t v song thn Nht Bn, ngn hng ng h 200 triu ng gip nhn dn Nht Bn. Chng trnh Nhng tri tim yu thng l chng trnh u tin m ng v khch hng cng chung tay thc hin trong n lc cng nhau em li mt ngy mai ti sng hn cho cc tr em thiu may mn trong x hi. Vi 3 triu tri tim giy c gp, cc c s nui dng tr em s nhn c 150 triu ng t chng trnh ny gp phn ci thin cuc sng cho cc em. Cng nh chng trnh ny, ng v cc khch hng n trao qu trung thu, khai trng v trao hc bng cho cc em cc mi m, nh m v cc tr em ngho hiu hc trn phm vi ton quc trong chng trnh Ma h yu thng. Thng 6/2011, hng ng chng trnh Cng ng dn bm bin, DongA Bank thnh lp qu tn dng dnh cho ng dn vi tng s vn 20 t ng nhm gip ng dn, hp tc x xa b..trang b phng tin nh bt, phng tin cu nn trn bin, ci thin cuc sng kinh t gia nh, u t vo gio dc cho con em.
Ngy 15/7/2012, DongA Bank trao 200 triu ng ng h cho chng trnh Tm li

ngha tnh v ng dn Hong Sa Trng Sa vi mong mun chung tay ng h, ng vin v

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

chia s vi ng dn Vit Nam khc phc kh khn v tip tc bm bin o, thm lc a thing ling ca T quc.

o Ti tr cc hot ng th thao
Vietinbank Ti tr cc hot ng th thao l mt trong nhng phng thc ti tr ph bin trong cc doanh nghip v ang t c hiu qu nht nh trong vic cng c thng hiu doanh nghip .Tuy nhin, ngn hng TMCP Cng thng Vit Nam c khng nhiu cc hot ng ti tr cho th thao. Bi l nu ti tr cho cc hot ng ln mc d mang li hiu qu ln cho qung b thng hiu ngn hng nh: ti tr bng , ti tr cp bng chuyn, ti tr gii ua xe pmang tnh cht c nc th ngun kinh ph ti tr rt cao. Cn nu ch ti tr cho cc hot ng th thao mang tnh a phng, quy m nh th kinh ph ti tr khng qu cao, tuy nhin mc qung b thng hiu li khng hiu qu. Hn na, trong chin lc ca mnh, Vietinbank ch trng nhiu hn vo ti tr cho cc hot ng gio dc v an sinh x hi nn ngun kinh ph ti tr cho th thao cn nhiu hn ch. VietinBank ch ti tr cho mt s s kin th thao quy m nh v mang tnh a phng nh: Gii ua thuyn Canoeing BSCL Cup VietinBank Bc Liu, Gii ua xe t a hnh Vit Nam - Vietnam Offroad Cup 2012 (VOC) ti H NiDo vy y cng l im yu ca ngn hng ny trong vic qung b thng hiu thng qua cc hot ng th thao. Mc d cn nhiu hn ch trong qung bo thng hiu thng qua th thao, tuy nhin cng nn ghi nhn mt s tc ng tch cc t mt s hot ng m Vietinbank ti tr nh: Tng cng hnh nh ca doanh nghip, nh hnh thi ca ngi tiu dng. To ng lc cho hot ng bn hng. Tm ra s khc bit so vi cc i th cnh tranh. Vic ti tr cho cc s kin, c bit l trong nhng trng hp c quyn ti tr, l mt cch thc quan trng to ra s khc bit so vi cc i th cnh tranh. Tn ca doanh nghip c c hi ni bt hn cc i th cnh tranh khc. Vic ny c bit hu ch trong cnh tranh vi cc i th c tim lc ti chnh ln hn. To c s thn thin.

Cc hot ng PR th hin c tim lc v kinh t, cng c nim tin ca

khch hng, to dng uy tn cho ngn hng minh chng qua cc qu t thin lun c m rng qua cc nm
Vietinbank:
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Nm 2009 Qu t thin ng tn Ch tch HQT Phm Huy Hng cp hc bng cho 332 chu m ci cha m c cp sch ti trng. Tng s tin ti tr cho cc hot ng x hi l trn 170 t ng. Nm 2010: 28,9 t ng l s tin t thin m VietinBank ng h Qu Bo tr Tr em Vit Nam qua chng trnh Chp cnh c m ln th 2 nm 2010 Nm 2012: 21/6 ti Tp.HCM, Qu Chung mt tm lng do i Truyn hnh Tp.HCM (HTV) sng lp chnh thc ra mt. Ngn hng Cng thng Vit Nam (VietinBank) ng h Qu 15 t ng. Cng tc t thin an sinh x hi v n n p ngha trn nhiu a phng trong c nc Trong nm 2010, VietinBank l doanh nghip ginh ngun vn ln nht thc hin cng tc an sinh x hi, xa i gim ngho, t thin, h tr trn 57 tnh/thnh ph vi s tin ng k 451 t ng, gii ngn 364,7 t ng (trong : Ngun ti tr t chi ph s tin 356,2 t ng, Ngun ti tr t qu phc li 2,6 t ng; Ngun ti tr t cng on 5,9 t ng) Vi nhng thnh tch t c nm 2010, VietinBank vinh d c Th tng Chnh ph, B LTB&XH v cc B, ngnh khc tng Bng khen cho tp th, c nhn v cng tc h tran sinh x hi, xa i gim ngho. Nm 2011: con s ny ln n trn 700 triu ng ( ngun: http://giaoduc.net.vn/Tam-long-Viet-Nam/Guong-sang/VietinBank-ho-tro-ansinh-xa-hoi-gan-1500-ty-dong/74531.gd) Tng t nh Vietinbank, ACB cng khng ngng m rng qu t thin thin qua cc nm t nm 2007 -2012 xp x nh sau : ( n v t ng ng ) 2007 10 2008 7 2009 24 2010 9 2011 11 2012 30

Cc chng trnh Pr thu ht c s quan tm v tham d ng o ca cc thnh phn trong x hi:

Hot ng i b V sc mnh nhn o ca ACB thu ht hn 4000 ngi tham gia Chng trnh Thp sng nim tin ca ACB vi s
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

gp sc ca cc phng tin truyn thng thu ht hn hng triu lt ngi xem trn khp c nc .

Vietinbank Trong hai ngy 25 v 26/2/2012, VietinBank phi hp vi Vin Huyt hc v Truyn mu Trung ng (NIHBT) t chc thnh cng Ngy hi hin mu nhn o ln II nm 2012 trn quy m ton quc vi hn 11.000 ngi ng k tham gia hin mu. ng Chng trnh biu din ngh thut ng ph mang tn Ti yu s chia s c trin khai ti cc cng vin nhiu thnh ph ln nh H Ni, TP. H Ch Minh, Nha Trang, Hi An, Hu thu ht rt ng ngi dn n xem v thng thc.

Cuc thi Nt bt tri n c t chc ln u tin vo nm 2009 v n nay tr thnh hot ng thng nin thu ht s tham gia ng o ca ton x hi, c bit l thanh nin, hc sinh, sinh vin vi hn 120.000 bi d thi t cc a phng trong nc v c nc ngoi.

mc nhn bit ca khch hng v thng hiu ca tng ngn hng ngy cng c nng cao thng qua slogan, logo, trang phc
iu gip cho cc hot ng Pr din ra d dng hn gp phn tit kim chi ph hot ng , nng cao li nhun cho cc ngn hng.

o Logo:
Vietinbank T thng 4 nm 2008, Ngn hng Cng Thng Vit Nam cng b h thng nhn din thng hiu v logo mi.Logo mi mang biu tng
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

ng tin c vi 2 mu c trng xanh dng v . Mu logo thng hiu VietinBank c cu thnh bi hai thnh phn chnh: cc mu t ca tn thng hiu v biu tng hnh tri t bao trm ng tin c to thnh mt tng th thng nht bao hm nhiu ngha n d v ng thi gn lin vi cc nt tnh cch Tin cy, Hiu qu v Hin i ca Ngn Hng Cng Thng Vit Nam. Th nht, v hnh tng biu trng v mu sc. C th d dng nhn thy logo VietinBank gm 2 phn chnh: phn ch (ViettinBank) v phn ho (hnh trn gm 2 cu phn ghp li). Biu trng ny n gin song li rt hiu qu v c hm r rng. VietinBank l t rt gn tn giao dch quc t ca Ngn Hng Cng Thng Vit Nam (Vietnam Bank Industry and Trade). Tuy nhin, ch Vietin li cha ng mt ngha p trong ting vit l hm s tin tng hoc uy tn ca ngi Vit, t nc Vit. S gi m ny dng nh c ch ch nhng cng c th ch l s trng hp mang li hiu ng rt cao gy s hiu k, thu ht s ch ca cng chng. Ci hay chnh l ch cm t biu trng c ngha trong c ting Anh v ting Vit. y l s sp t tinh t m khng phi DN no cng c c. V th, vic ly ton b tn VietinBank a thnh cu phn u tin ca logo l mt s la chn khn ngoan, va n gin, va c ngha, va lm cho cng chng d dng nhn din DN. S phi mu cho ch VietinBank cng l s tinh xo c ch . Mu thng l mu tng trng ca tri tim, mu xanh da tri l mu tng trng cho khi c. V th mu c gn cho ch Vietin c mang ngha ln lao i vi tnh yu t quc, dn tc ng thi cn hm nh s c vng nim tin v hy vng. Mu xanh l mu truyn thng ca Ngn hng Cng Thng v cng l mu tri gn cho ch Bank cng khng nm ngoi nhng k vng tt p v ngn hng. Trong iu kin cnh tranh khc lit, nu khng c nhng bn tay, khi c ln, dm ngh, dm lm, t tng qung i th s nghip kh c th thnh cng. Th hai, phn ho ca logo l hnh tng cch iu ca mt ng tin c c (hnh trn vng ngoi v hnh khuyn vung bn trong).Vic ly hnh tng ca ng tin c lm biu trng cho cc t chc, DN hot ng trong lnh vc Ti chnh ngn hng khng c g mi.Tuy nhin, gi tr ca biu trng ny khng phi ch dng li .Hnh tng ng tin c c cch iu bi hai na ghp thnh cha ng mt trit l su xa v s ho hp, hon chnh. Phn bn khuyn mu xanh pha trn biu trng cho vm tri c vng sng soi ri. Phn bn nguyt mu pha di biu trng cho tri t. S tng phn v ch phi gia hai mu v xanh khng cn ch dng li ng ho hp gia tri tim v khi c nh bnh lun trn m cn l s ho hp m dng, tri t, v tr. y l trit l phong thu su xa thm nhun trong t tng v quan nim sng ca ngi phng ng.
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

ACB

ACB l ch vit tt ca tn ngn hng: Asia Commercial Bank ngh l Ngn hng Thng mi c phn Chu. Ngoi ra, 3 k t ny cn c ngha: Attitude (Thi ): Nhn vin ACB lun tn trng khch hng, lng nghe v thc hin tht tt yu cu ca khch hng. Capability (Nng lc): Ngn hng cam kt cung cp y cc yu cu v vt cht, dch v v nhn s phc v tt nht cho khch hng. Behavior (Hnh vi): Nhn vin ca ngn hng lun c x lch s, thn thin vi khch hng. Mu xanh dng ca logo th hin nim tin, hy vng v s nng ng, tr trung, khng ngng vn ln trong sut qu trnh pht trin nhm mang li nhng tin ch v gi tr gia tng nhiu nht cho khch hng ca mnh. ngha Logo c 12 vch chy ngang ba ch ci A, C, B, v c v tr trung tm, trong : - Con s 12 i din cho 12 thng trong nm (thi gian). - Cc vch ngang biu trng cho dng lu thng tin t (ngn lu) trong hot ng ti chnh ngn hng. - V tr trung tm biu trng cho trng thi cn bng. Ta c th thy, iu m ngn hng ACB mun ni vi khch hng l dng lu thng tin t ca ACB lun trng thi n nh, cn bng gia hai mt an ton v hiu qu, v lun lun nh th theo thi gian. ng T ngy 07/07/2007, DongA Bank chnh thc s dng logo mi nh du mt giai on pht trin tip tc ca Ngn hng, theo hng xy dng ng thnh mt tp on ti chnh mnh ti Vit Nam.

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Hnh nh logo mi hng n 3 gi tr ni bt m DongA Bank cam kt em li cho Khch hng v i tc -khng ngng sng to, thn thin v ng tin cy. ng thi, logo mi ca DongA Bank cng th hin nh hng a dng ho hot ng, ch ng hi nhp v xy dng mt ngn hng a nng - mt tp on ti chnh vng mnh vi i ng nhn lc gn kt cht ch, khng ngng sng to v nhng gi tr mi m v thit thc cho cuc sng. Logo ca DongA bank gm 2 phn: phn ch v phn ha
-

Phn ch: Nt ch

vi cc gc cong hi ho th hin s linh hot, , lm nn mt

uyn chuyn, thch nghi vi thi i trn nn tng vng chc ca ch DongA Bank hon ho trong hot ng
-

Phn ha: Ba ch A cch iu lng ghp

thnh th hin s mc tiu t

c h s tn nhim 3 ch A (AAA). y l h s tn nhim cao nht nh gi cht lng hot ng ca ngn hng theo tiu chun quc t. Hnh tng ny cng biu trng cho vng nh dng mu cam mc t pha ng ng nh tn gi ng - mt hnh nh m p v ti sng biu trng cho s thnh cng m vn thn thin, tin cy v gn gi vi tt c mi ngi. Bn cnh , s phi hp hi ha gia mu xanh dng m - k tha t mu xanh truyn thng ca DongA Bank v mu cam mang n nim tin, s thn thin, ci m v trn y sc sng.

o Slogan:
Vietinbank: Nng cao gi tr cuc sng Nhn mnh tnh hiu qu, l mc tiu hot ng ca Ngn hng Cng thng Vit Nam th hin s tn tm ca Vietinbank trong vic h tr v m bo thnh cng cho khch hng cng nh n lc gp phn to dng mt cuc sng ti p giu ngha. Slogan ngn gn, d hiu v d nh mang hnh nh v thng hiu VietinBank n gn vi ngi s dng ngn hng hn. ACB Ngn hng ca mi nh Cho n by gi c th t ho ni rng ACB thc hin c iu m khng phi ngn hng Vit Nam no cng c th lm c, l bn sn phm, dch v khch hng cn ch khng phi bn ci ngn hng c. ACB lun hng n khch hng, th nay nh v li cng r hn qua thng ip ACB-Ngn hng ca mi nh. Nay khi ngn hng khng nh li nh v l ngn hng ca mi nh th yu t con ngi li cng quan trng trong vic lm nn s khc bit cho ACB. S khc bit ca ACB chnh la s khc bit trong cung cp dch v. ACB khng bn sn phm m l bn s hi lng cho khch hng. Khi to mt sn phm mi ACB khng ch nhm n vic p ng nhu cu trc mt ca mt nhm ngi
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

tiu dng m iu quan trng l phi nh thc c nhng nhu cu tim n trong s ng. Lm c iu ny, ACB mang li s hi lng cho khch hng. Gi l ngn hng ca mi nh, nhng t nh y khng ch hiu l ca mi gia nh m cn l nh doanh nghip. ACB khng bao gi xem nh khi khch hng doanh nghip mc d khi khch hng c nhn chim t trng rt cao. Cui cng ta c th nhn thy, slogan ca ACB: Ngn hng ca mi nh cho thy s phn u t mc hon ho trong cung cch phc v, hon ho trong cht lng v tnh a dng ca sn phm dch v, tnh rng khp ca mng li phn phi, tnh hin i v an ton ca cng ngh,... lun xng ng vi s tn nhim v ng h ca khch hng, v xng ng l ngn hng thng mi c phn tt nht ti Vit Nam. ng : Ngn hng trch nhim, ngn hng ca nhng tri tim Nhn k nim sinh nht ln th 19, DongA bank chnh thc gii thiu nh v thng hiu mi Ngn hng trch nhim, ngn hng ca nhng tri tim thay cho slogan c Ngi bn ng hnh ng tin cy. Slogan ny th hin c mc tiu hot ng, phc v khch hng vi mt tinh thn trch nhim v tn tm cng mt tm lng chn thnh vi x hi nhm gip DongA bank pht trin lu di v bn vng, m bo li ch cao nht ca cc c ng v cuc sng sung tc cho cn b cng nhn vin.

o ng phc ngn hng:

Mt quc gia khng th tn ti v pht trin nu khng bo tn, gn gi c nn vn ha truyn thng ca mnh. Mt gia nh s khng th m m sum vy v ng gp tch cc cho x hi nu khng c gia phong, gia gio. Cng nh vy, mt doanh nghip s khng th c mt s nghip lu di, bn vng nu khng c mt nn vn ha c th. Nt c th vn ha ca doanh nghip ni chung cng nh ca ngn hng ni ring c th hin r nt nht v cng d dng cm nhn nhn nht chnh l ng phc. Trong thi i nn kinh t hi nhp hin nay, ng phc l mt yu t quan trng trong vic khng nh bn sc, truyn thng, tnh chuyn nghip cng nh qung b thng hiu, hnh nh ca ngn hng n khch hng d dng hn Vietinbank T ngy 15/3/2012, mi cn b nhn vin (CBNV) VietinBank trn khp mi min t nc , ni u c VietinBank, ni c mu sc ti mi ca nhng b ng phc tr trung, lch thip v ni bt. y chnh l mt hnh thc qung b thng hiu hu hiu v c sc thuyt phc nht.Nhng b vest lch lm, nhng b o di truyn thng ca cc CBNV VietinBank t nay s tr thnh du hiu khch hng, i tc, cng chng nhn bit v
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

VietinBank.CBNV VietinBank i bt k ni u s d dng c nhn ra, to n tng tt v tnh chuyn nghip, v ng cp cng nh vn ha VietinBank. ng phc chnh l mt knh truyn thng hu hiu, nh hnh thng hiu ca doanh nghip vi cng ng. Hnh nh i ng nhn vin VietinBank n mc sang trng, lch thip v t ho vi b ng phc ca ngn hng s gip nng cao hnh nh, thng hiu ca chnh chng ta., Cng vi vic to dng phong cch chuyn nghip trong cng vic, xy dng nim tin cho khch hng, i tc bng nhng chun mc o c, tc phong ngh nghip, vic ch trng vo nhng iu mt thy nh ng phc cng rt cn thit v quan trng. Bi ng phc gp phn th hin tc phong chuyn nghip v gp phn t thm nt p vn ha doanh nghip ti ni cng s. Tip xc, lm vic vi CBNV VietinBank mc ng trang phc quy nh ca ngn hng, chc chn mi khch hng, i tc s cm thy an tm, tin tng hn. Khng nhng a hnh nh ngi cn b VietinBank lch thip, chn chu n vi cng chng, nhng b ng phc cn th hin tnh yu, s gn b ca cc CBNV VietinBank trn ton h thng, th hin nim t ho l cn b VietinBank khi cng mc nhng b trang phc ging nhau. iu ny th hin c PR ni b v bn ngoi. ng Vi nhng b vest lch lm va th hin tnh nghim tc ca cng vic, va mang li s trang nh, lch s v tin dng cho nhn vin, c th ni ng phc ca DongA bank to dng n tng ban u kh tt trong ci nhn ca cc i tc v khch hng v gp phn cng c nim tin cho h mi khi n giao dch. Bn cnh , ng phc cn th hin tinh thn ha ng, on kt, gn b gia cc nhn vin trong ton h thng, to ra sc mnh tp th ln lao.

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

ng phc o di vi mu xanh ch o mu c trng ca DongA Bank khin cho gia ng phc v logo c tnh lin kt cht ch.

b. im yu :

Cha c nhiu sng to trong cng tc PR qua cc nm, cc chng trnh thng lp li qua nhiu nm, thiu s i mi v cch tn, d gy nhm chn cho khch hng. Cc hnh thc t thin, cc bui hp bo cn mang t chc honh trng nhng thc s hiu qu cha cao.Cha ng u gia cc a phng, ch qung b c n mt b phn nh dn c m ch yu l cc thnh ph ln.. ng phc vest mc d cho thy tnh chuyn nghip trong cng vic nhng cn bc l mt vi khuy im nh n iu kh cng nhc, cha th hin c s nng ng ca nhn vin mt yu t quan trng trong mi trng kinh doanh hin nay. logo ca mt s ngn hng vn cha thc s c nhng nt c trng nn d khin khch hng nhm ln vi logo ca cc doanh nghip khc, in hnh l ngn hng ng lgo trng vi cng ty TNHH TM-DVSX & K thut in ng Chu.
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

C s chm tr trong cng tc t chc, hot ng PR qua cc nm cha tht s n nh, c s tng gim tht thng qua cc nm chng hn trong cc hot ng t thin.

Biu ngun vn t thin ca ACB qua cc nm . c. C hi :

Cng tc o to ti cc trng i hc ngy cng c nng cao, y l ngun cung ng nhn lc cht lng cao cho cc ngn hng hin nay. Vi kin thc v k nng sn c h c th d dng tip cn v ng dng cc cng c Pr vo hot ng ca ngn hng. S xut hin cc cng ngh mi lm a dng cc hot ng Pr nht l vi s pht trin bng n ca cng ngh thng tin gip cc hot ng Pr ngy cng d dng tip cn cng chng. o Trang web ca mi ngn hng chnh l cng c PR tt nht cho mi Ngn hng.
VietinBank

Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

Hnh nh trn l website ca Vietinbank. Ta c th thy tn Ngn hng, cng nh logo v slogan ca Ngn hng c t ngay u trang vi mc ch gip ngi truy cp (khch hng) lun nh n hnh nh v phng chm hot ng ca ngn hng mnh. + H thng Core Banking ca Vietinbank c u t nng cp; qua nng cao nng lc qu tr ca ton h thng Vietinbank, tng kh nng bo mt, kh nng gim st v ci tin cht lng dch v. + Vietinbank nng cp h thng phn mm Direct Banking, Internet Banking v Mobile Banking nhm nng cao cht lng ca cc dch v ny, gip tha mn nhu cu ca nhiu khch hng hn. Qua , gp phn nng cao hnh nh ca ngn hng vi ngi tiu dng. + Phn mm SEO vi mc ch a trang web ln TOP ca cc trang cng c tm kim, nhm to ra s thun tin nht cho khch hng c th tm kim cc sn phm dch v ca ngn hng. Tuy nhin, mc ch chnh ca SEO l to nn mt gi tr thng hiu hay ni cch khch l mt gi tr v hnh nh mi. SEO ca Vietinbank c mt s thng s sau: Hu ht t kha lin quan n cc sn phm dch v ca VietinBank (Dch v th, Chuyn tin, Kinh doanh ngoi t, ) u nm trong Top 10 kt qu tm kim ca Google. PageRank ca VietinBank theo Google nh gi l 7/10. SEO Score ca trang web l 69.3% Xp hng ca Alexa l 47362 trn ton th gii v 287 ti Vit Nam. S lng Backlinks l 1120. c bit ACB l ngn hng u tin ti Vit Nam pht hnh th tn dng Visa Platinum vi cng ngh Chip theo chun EMV, em li nhiu tin ch vt tri v s an ton tuyt i cho khch hng trong vic s dng th.Th Chip theo chun EMV (th Chip) l sn phm th
Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

c gn Chip in t vi b vi x l nh mt my tnh thu nh a chc nng v ng dng, c kh nng lu tr thng tin quan trng c m ha vi bo mt cao. Trong thi i m ca v hi nhp, cc ngn hng c nhiu iu kin tip cn v hc hi c nhiu kinh nghim, k nng t cc ngn hng trong v ngoi nc v cc hot ng Pr. d. Thch thc :

Cc hot ng Pr hin nay cn cha tht s ni bt Vit Nam, Cc ngn hng u c nhng hot ng PR c kh nhiu im chung vi nhau: h tr t thin, ti tr th thao, h tr gio dc ,.. Tnh hnh kinh t kh khn, nhiu din bin phc tp ko theo nhiu ngun tin tri chiu v nhiu s c nghim trng : ni bt l cc s c ca ACB trong nm 2003 v gia nm 2012 nh hng nghim trng n tnh thanh khon v nim tin ca ngi dn vo ngn hng ACB ni ring v h thng ngn hng ni chung. S c cu v t chc li h thng ngn hng c th lm gim ngun ngn qu ca cc hot ng quan h cng ng, dn n 1 s hot ng Pr b gin on. Chi ph dnh cho cc hot ng l kh ln. S Cnh tranh gay gt ca cc i th v cc ngn hng lun lun c gng i mi v hon thin cng tc Pr , hn th na l s cnh tranh tim n t cc ngn hng nc ngoi ang v chun b hot ng ti th trng Vit Nam.
Standard Charterd vi hn 150 nm kinh nghim v mng li hn 1.700 chi nhnh, i l ti hn 70 quc gia, thnh cng trong vic kt ni cc DNVVN vi chui cung cp ton cu ang tng nhanh v cng vi s tng trng v m rng ca cc doanh nghip ny, cung cp cho h cc gii php xuyn bin gii v cc dch v a a phng. cng l l do v sao Standard Chartered c tp ch ti chnh uy tn hng u Chu - The Asset trao tng gii thng Ngn hng tt nht cho DNVVN nm 2012 ti VN nhm cng nhn v th ng u ca ngn hng trong hot ng h tr vn cho cc DNVVN. Do , Standard Charterd s c mt sc ht nht nh i vi cc DNVVN, v vy hnh nh ca cc ngn hng Vit Nam s b gim st vi i tng khch hng ny. 3) Hiu qu t c ca cc cng c Pr ti cc ngn hng :

o Cc chng trnh i su vo mi tng lp ca x hi, c s ng h nhit tnh t cng

chng: c th cc chng trnh nh i b v Nhn o vi s tham gia hn 4000 ngoi , thp sng nim tin thu ht hn hng triu lt ngi xem trn khp c nc, cc chng trnh nh Dy ngn ng k hiu trn truyn hnh pht sng trn VTV2 vi mc ch to iu kin cho ngi khim thnh c th ha nhp cng ng, hay nh 5 Marketing ngn hng

Kho st hot ng Quan h cng ng (Public relation) ti cc ngn hng thng mi.

chng trnh ngh thut ng cho ta ma xun c THTT trn VTV3 cng thu ht kh nhiu ngi quan tm.

o Cc hot ng Pr rt c ch , thng hiu c nhn mnh qua hng lot cc

chng trnh, nhn c s cm thng chia s t mi thnh phn ca x hi v c s h tr t pha cc t chc, on th v nh nc .

o Tc ng mt cch mnh m ln d lun cng chng trong qu trnh qung b thng

hiu to s gn gi gn kt gia ngn hng v cng ng.

o Thng qua hot ng Pr, cng tc truyn thng bo ch c pht trin 1 cch mnh
m, sng sng i mt vi cc thch thc ca th trng t bit nh cc hot ng PR m ACB ng ph rt tt trong s kin 2012 va qua.

o Thng qua cc bui hi tho, hp bo v cc danh hiu t c gip tng uy tn h

thng ngn hng, m bo nim tin ca khch hng.

o Cng c s tin tng ca khch hng vo cc sn phm v dch v, m ng cho s

pht trin ca cc sn phm tng lai. 4) Cc gii php xy dng v pht trin thng hiu

o Khng ngng nng cao cht lng dch v thanh ton ngn hng ng thi ch trng
ti sn phm th p ng tt nht mi nhu cu ca khch hng

o Tng cng tuyn truyn v qung b hnh nh ngn hng bao gm : Xy dng chin
lc c th cho tng th trng ng vi mi thi im c th bn cnh cn cn nhc chi ph cho hot ng PR.

o Xy dng i ng PR chuyn nghip: Cc ngn hng nn thit lp mt phng PR

ring, u t cho cng tc hun luyn v o to cn b PR nng hot ng PR ln tm chuyn nghip thc s.

o y mnh hot ng PR trc tuyn: PR trc tuyn l cng c c lc v hu hiu cho

cc ngn hng trong vic qung b thng hiu n i tc v khch hng nh vo s linh hot v tc lan truyn thng tin ca Internet. Bn cnh tnh hiu qu, bin php PR trc tuyn cn gip ngn hng tit kim c mt khon chi ph kh ln so vi cc hot ng PR thng thng.

o y mnh hot ng PR c trng tm: Cc ngn hng cn chn ra mt hot ng to

s khc bit so vi cc ngn hng khc nhm to du n ring, thu ht c s ch ca cng chng.

Marketing ngn hng

KT LUN
Cc ngn hng ti Vit Nam tri qua hn 10 nm hnh thnh v pht trin, khng phi l mt thi gian qu di nu so snh vi cc ngn hng ln trn th gii, nhng cng chng ta nhn li v hot ng ca chng, c bit v mng PR v qung b thng hiu. Bt kp xu th ca thi i, cc ngn hng hin nay dnh s quan tm ng mc hn cho hot ng PR v thu c nhiu li ch cho ngn hng. Hot ng PR ngy cng tr nn chuyn nghip hn gip cho ngn hng tit kim nhiu thi gian v chi ph tm kim v h tr khch hng, ngoi ra, vi nhiu knh truyn thng, hnh nh cng ngn hng cng ngy cng c lan ta trong cc tng lp dn c. Tuy nhin, bn cnh , hot ng PR v qung b thng hiu ca cc Ngn hng vn cn nhiu bt cp, cc hot ng trng lp v thiu s t ph, mt s t ngn hng vn cha coi trng hot ng PR v qung ba thng hiu khc phc nhng vn trn i hi cc ngn hng cn c nhng thay i trong nhn thc ca mnh, ng thi dnh nhiu ngun lc hn cho hot ng PR, hot ng PR v qung b thng hiu thc s pht huy ht cng nng ca n, v a hnh nh ngn hng n gn hn vi cng chng.