Chuyn tt nghip

Li m u
Trong nn kinh t th trng hin nay, hot ng sn xut v kinh doanh ca cc doanh nghip din ra vi s cnh tranh gay gt. Trc ngng ca hi nhp, cc doanh nghip mun tn ti v pht trin phi c nhng hoch nh chin lc pht trin kinh doanh, chin lc th trng v chin lc cnh tranh mt cch ng n v sng to sao cho ph hp vi kh nng ca doanh nghip, vi thc t ca th trng. iu minh chng rng marketing l cng c quan trng nht ca doanh nghip, l cha kho vng gip cc doanh nghip gii quyt mi vn . Vi cc h thng chnh sch hiu qu marketing khng ch gip cho cc nh sn xut; kinh doanh la chn ng phng n u t, tn dng trit thi c kinh doanh m cn gip h xy dng chin lc cnh tranh. S dng cc v kh cnh tranh c hiu qu nht nhm nng cao uy tn, chinh phc khch hng, tng cng kh nng cnh tranh th trng. Nhn thc c tm quan trng ca hot ng nghin cu v phn tch marketing doanh nghip trong thi gian thc tp Cng ty Bo him Nhn th Bc Giang em quyt nh chn ti: "Cc gii php marketing ng b nhm nng cao hiu qu kinh doanh Cng ty Bo him nhn th Bc Giang" lm chuyn tt nghip. Mc ch nghin cu: Trn c s l lun chuyn ngnh, tm hiu thc t, phn tch v nh gi thc trng hot ng kinh doanh ca

Chuyn tt nghip cng ty ch ra u im cng nh nguyn nhn sinh ra tnh trng t c nh hng hon thin n. Gii hn nghin cu: Do hn ch v thi gian cng nh nng lc trnh c hn, nn ti em ch nghin cu phm vi di gc tip cn ca mn hc marketing chuyn ngnh. Phng php nghin cu: Trong qu trnh nghin cu, em c gng vn dng nguyn l c bn ca t duy i mi, phng php tip cn h thng lgic v lch s va nhm phn tch bin chng mc tiu nghin cu, va t n vo trong mi trng kinh doanh ca cng ty. Vi mc ch nghin cu, phng php v gii hn nghin cu trn, em chia ti ca mnh lm 3 phn: Chng I: C s l lun ca vic m rng th trng cng ty sn xut kinh doanh. Chng II: Phn tch v nh gi thc trng kinh doanh ca Cng ty bo him nhn th Bc Giang. Chng III: Mt s gii php marketing ng b nhm nng cao hiu qu kinh doanh. hon thnh chuyn ny, em nhn c s ch bo v gip tn tnh ca c gio Phm Thu Hng - Khoa Kinh doanh Thng mi, cng nh cc c ch, anh ch trong cng ty. Em xin chn thnh cm n s gip qu bu .

Chuyn tt nghip Chng I Nhng tin l lun v th trng v cc gii php marketing ng b nhm pht trin th trng, nng cao hiu qu kinh doanh
I. Th trng v tm quan trng ca vic m rng th trng

1. Khi nim th trng C rt nhiu cch hiu khc nhau v th trng bao gm c theo ngha rng ln ngha hp. Theo ngha rng, th trng l lnh vc ca s trao i v lu thng hng ho. Trn th trng din ra cc hot ng mua bn v trao i cc sn phm hng ho v dch v. l ni gp g ca cung v cu, l ni m c ngi bn v ngi mua tm kim cc li ch ring ca mnh. Th trng c th c hnh thnh do yu cu ca vic trao i mt th hng ho, dch v hoc ca mt i tng c gi tri no . Khi nghin cu th trng theo ngha rng, ngi ta thng cp ti nhng yu t c trng c bn l: - Ch th ca qu trnh trao i - Phng tin trao i trn th trng - iu kin ca qu trnh trao i. i vi mt doanh nghip, hot ng ca h thng gn lin vi th trng sn phm hng ho, dch v c th. l ni m bo cung ng cc yu t u vo v gii quyt vn u ra cho sn phm sn xut kinh doanh. V vy, cc doanh nghip thng khng quan tm n th trng ni chung m ch quan tm n th trng sn phm ca doanh nghip. Ni mt cch khc, vn c bn m cc nh kinh

Chuyn tt nghip doanh quan tm n th trng l nhng ngi mua hng v nhu cu ca h v nhng hng ho ca doanh nghip. Theo Philip Kotler th "th trng l tp hp nhng ngi mua hng hin ti v tng lai". Quan im ny coi khch hng l th trng ca nh kinh doanh. Vi quan im m ra kh nng khai thc th trng rng ln cho cc doanh nghip. Th trng lun trng thi vn ng v pht trin. Kh nng pht trin khch hng s quyt nh s pht trin th trng ca cc nh kinh doanh. Cng cn phi ni thm rng, mt doanh nghip trn th trng khi vi t cch ngi mua, lc vi t cch ngi bn. Tuy nhin, marketing ch quan tm ti doanh nghip vi t cch ca ngi sn xut v tiu th sn phm. Chnh v l , qu trnh nghin cu th trng i vi cc doanh nghip chnh l nghin cu khch hng. - Th trng l mi trng ch yu cho cc hot ng kinh doanh, gn lin vi hot ng mua bn, trao i hng ho. Th trng hnh thnh v pht trin cng vi s pht trin ca nn kinh t hng ho. 2. Tm quan trng ca hot ng m rng th trng doanh nghip

M rng th trng l iu kin tn ti ca doanh nghip.

t nc chuyn sang nn kinh t m, gi y cc doanh nghip khng cn c nh nc bao cp v tm kim th trng cho na, cc doanh nghip c quyn c lp trong hot ng kinh doanh ca mnh di s qun l v m ca nh nc. Trong nn kinh t sn xut hin i, s xut hin ngy cng nhiu nhng tin b khoa hc k thut, qu trnh cnh 4

Chuyn tt nghip tranh din ra trn phm vi ton cu, do vy cc doanh nghip ang ng trc nhng th thch to ln trong vic nm bt thch nghi vi mi trng kinh doanh. Bt k doanh nghip no cho d ang ng trn nh cao ca s thnh t cng c th b li li pha sau nu khng nm bt c th trng mt cch kp thi. Ngc li, cho d doanh nghip ang ng trn b vc ca s ph sn cng c th vn ln chim lnh v lm ch th trng nu h nhy bn, pht hin ra xu th ca th trng hay nhng k h th trng m mnh c th len vo c. Vi nn kinh t th trng nhanh nhy trn mi lnh vc kinh doanh s lm thay i rt nhanh v th ca cnh tranh ca cc doanh nghip trn th trng. Doanh nghip no khng sm nhn thc c iu ny, khng n lc tng trng s nhanh chng b tt li pha sau trong lnh vc kinh doanh ca mnh. Mun thnh cng trong kinh doanh th mt doanh nghip khng ch dnh c mt th phn th trng m hn th na n phi vn ln ng trong nhm cc doanh nghip dn u th trng trong lnh vc m mnh tham gia. lm c iu ny th bt buc doanh nghip phi khng ngng m rng th trng ca mnh v c c ch ng vng chc trn th trng. Vic m rng th trng nhm gip cho doanh nghip y nhanh tc tiu th sn phm, khai thc mi tim nng ca th trng mt cch trit , hiu qu ca hot ng sn xut kinh doanh c nng cao, tng li nhun v khng nh c vai tr, v tr ca doanh nghip trn th trng. Do vy vic m rng th trng l mt hot ng c tm quan trng i vi bt k mt doanh nghip no, n gp phn khng nh vo vic thnh cng hay tht bi trong hot ng kinh doanh ca doanh nghip. 5

Chuyn tt nghip

M rng th trng l iu kin doanh nghip gia tng li nhun.

C nhiu cch gia tng li nhun cho doanh nghip nh nng gi trong diu kin bn ra khng i... nhng nhng cch rt kh thc hin khi nhiu sn phm cnh tranh nhau trn th trng. Do mun gia tng li nhun th cch tt nht l doanh nghip phi tiu th c thm nhiu hng ho, ngha l phi m rng c th trng, thu ht c thm nhiu khch hng mua v tiu dng sn phm ca doanh nghip. Hot ng m rng th trng ca doanh nghip c th thc hin theo hai hng: thm nhp su hn vo th trng (m rng theo chiu su) hoc m rng v thm nhp vo th trng mi (m rng theo chiu rng).

M rng th trng gip doanh nghip pht trin n nh, tng th phn, nng cao v th ca mnh trn th trng trong nc v th gii.
Trong diu kin nn kinh t trong nc, khu vc v trn th gii c nhiu bin ng nh hin nay, tnh hnh cnh tranh ngy cng gay gt, cc doanh nghip lun phi ng u vi cc i th cnh tranh tm c trong nc cng nh trn th gii. Do vy, mun tn ti v pht trin n nh th i hi cc doanh nghip phi khng ngng cng c v pht trin th trng ca mnh. Khi sn phm ca doanh nghip c nhiu ngi tiu dng la chn th uy tn ca sn phm cng nh ca doanh nghip s ngy cng tng v iu ny li to thun li cho s pht trin ca doanh nghip. Nh vy, mt doanh nghip mun tn ti v pht trin n nh th phi tm mi cch, mi gii php nhm tm kim, tn dng ti a cc c hi v tim nng sn c khng ngng cng c v m rng th trng cho sn phm ca mnh.

Chuyn tt nghip
II. Cc ni dung c bn ca hot ng marketing ti cng Ty kinh doanh.

1.Hot ng nghin cu marketing. Bt k mt cng ty no cng u phi bit cch pht hin nhng kh nng mi m ra ca th trng, c nh vy th mi c th tn ti v pht trin trn th trng c. pht hin c nhng kh nng mi m ra ca th trng th cng ty cn phi tin hnh nghin cu th trng thng qua vic nghin cu, phn tch marketing. Nghin cu marketing cc cng ty thng mi l mt qu trnh hoch nh, thu thp, phn tch v thng t mt cch h thng, chnh xc cc d liu thng tin v nhng pht hin nhm to c s cho cng ty thch ng i vi cc tnh th marketing xc nh. Nghin cu marketing ti cng ty bao gm cc hot ng c bn sau: 1.1. Nghin cu c trng v o lng khi qut th trng. y chnh l hot ng nghin cu thm d, xm nhp th trng ca cng ty nhm mc tiu nhn bit v nh gi khi qut kh nng xm nhp, tim nng th trng nh hng quyt nh la chn th trng tim nng v chin lc kinh doanh ca cng ty. 1.2. Nghin cu khch hng v ngi tiu th. + y l ni dung nghin cu chi tit, c th ca th trng trn hin trng tp khch hng tim nng ca cng ty. N l ni dung nghin cu trng yu i vi cc cng ty, l b quyt thnh cng ca mt cng ty trn th trng, bi vic xc nh, hiu bit cc dng khch hng vi tp tnh, thi quen tiu dng, mua hng...s to tin trc tip cho cng ty xc

Chuyn tt nghip lp mi quan h thch ng ph hp v hu hiu vi th trng ca mnh. 1.3. nghin cu phn on th trng mc tiu. Nh ta bit, vi nhng cp sn phm th trng xc nh, trong a s trng hp cho thy, trong tp khch hng tim nng c s chnh lch, phn ho v khc bit v tp tnh v thi ng x. V vy khai thc ti a th trng tim nng, i hi cc cng ty phi xc lp c cc thng s ca s khc bit ny v pht trin th phn ca cng ty. 1.4. Nghin cu marketing mt hng kinh doanh ca cng ty thng mi Th trng tiu th i hi cc cng ty phi lun lun nh gi li cc c im, tnh cht ca mt hng hin ti v phi lun lun t chc cung ng, cho hng nhng mt hng mi vi nhng c tnh mi tho mn nhu cu ca ngi tiu th trn th trng. 1.5. Nghin cu marketing qung co-xc tin bn ca cng ty. Qung co v xc tin l cng c rt c hiu lc trong hot ng marketing, nhng n l mt lnh vc tru tng v kh tn km. Nghin cu marketing qung co v xc tin gip cho cc cng ty bit c trng trnh giao tip ca h nh hng ti suy ngh, tnh cm v hnh ng ca khch hng nh th no, t cng ty c nhng iu chnh cho ph hp nhm t c hiu qu cao nht. 1.6. Nghin cu marketing phn phi v phn tch sc bn ca cng ty. y l mt trong nhng lnh vc quan trng ca nghin cu marketing, n nhm xy dng chng trnh nh hng hu hiu hn cho cng ty. 8

Chuyn tt nghip 1.7. Nghin cu marketing gi kinh doanh. Vic nh gi v ng x gi c v tr c bit quan trng v tn ti nhiu quan im tip cn gi khc nhau gia cc loi hnh cng ty, lnh vc kinh doanh. Trong mt th trng cnh tranh hin thc, mc tiu marketing gi c thng nht l gi th trng chp nhn c cnh tranh hu hiu v thc y bn hng. 1.8. Nghin cu cnh tranh. Nghin cu cnh tranh da trn c s tm hiu ton din mc tiu chin lc, hot ng ca cc i th cnh tranh, to ra mt li th cnh tranh mnh nht c th c c trong nhng iu kin c th ca cc ngun lc ca cng ty c th huy ng c cng nh trong nhng iu kin ca mi trng cnh tranh lun lun bin ng i hi cng ty phi thch ng. Nghin cu cnh tranh gip cho cng ty xy dng c k hoch phng th cht ch v k hoch tn cng c hiu qu vi i th, ginh thng li trn thng trng. 1.9. D bo bn hng ca cng ty. D bo bn hng ca cng ty l qu trnh xc nh mc bn k vng ca cng ty trn c s mt d n marketing chn v mt ni trng marketing xc nh trong k d bo. y l mt ni dung nghin cu marketing thit yu gn lin vi qu trnh k hoch ho marketing, hp l ho cng ngh kinh doanh v ti u ho qun tr bn hng ca cng ty. 1.10. Nghin cu v d bo xu th pht trin kinh doanh ca cng ty. Nghin cu v d bo hng thay i v pht trin kinh doanh nhm nh gi ton din nh hng ca cc yu t chnh tr, kinh t, x hi n khch hng, th trng v hiu 9

Chuyn tt nghip qu hot ng kinh doanh ca cng ty. Nh kt qu nghin cu v d bo xu hng, cng ty lun lun c kh nng ch ng xy dng k hoch chin lc hp l v chun b tt c mi iu kin thch ng vi nhng thay i trong tng lai ca mi trng. Nghin cu xu hng thay i v pht trin v vy tr thnh mt b phn khng th thiu trong cc ni dung nghin cu marketing ca mt cng ty. 2. Pht trin marketing mc tiu. Marketing mc tiu: trong trng hp ny cng ty phn nh cc ranh gii cc khc th trng, t mc tiu vo mt haynhiu phn on y ri nghin cu hoch nh cc sn phm cng chng trnh marketing thch ng cho tng khc th trng chn.

10

Chuyn tt nghip Cu trc marketing mc tiu ca cng ty Phn on Nhn dng cc c s cho phn phi Th trng th trng (S: Pht trin cc trc nghim ca kt Segmentating lun phn on ) nh mc tiu th trng (T: Targeting) Trin khai o lng s hp dn ca phn on La chn cc phn on trng im Hoch nh v th S.phm theo on trng im Pht trin marketingmix cho mi on trng im

nh v th sn phm (P: Positioning)

2.1.Phn on th trng.

Khi nim: Phn on th trng l qu trnh phn

chia ngi tiu dng thnh nhm trn c s nhng im khc bit v nhu cu, tnh cch hay hnh vi.

Yu cu ca phn on th trng: C nhiu cch

phn khc th trng, nhng khng phi tt c cc cch phn khc th trng u c hiu qu, m bo hu ch ti a cc khc th trng phi c cc c im sau: + o lng c: quy m, sc mua v cc c im ca khc th trng u o c. + ln: nhng khc th trng ny phi ln v sinh li xng ng cho vic phc v, thc hin ring mt chng trnh marketing. + C th tip cn c: cc khc th trng ny phi m 11

Chuyn tt nghip bo tit kim c v phc v c hiu qu. + C th phn bit c: cc khc th trng phi khc bit nhau v quan nim v p ng khc nhau i vi cc yu t marketing -mix v chng trnh marketing khc nhau. + C th hot ng c: c th xy dng nhng chng trnh c hiu qu thu ht v phc v nhng khc th trng .

Nhng tiu thc ph bin phn khc th trng

ngi tiu dng. Ta c th m hnh ho cc bin s ch yu trong phn on th trng ngi tiu dng bng m hnh sau: STT I 1 2 3 hu I 1 hc 2 3 4 5 La tui Gii tnh Thu nhp Ngh nghip Dn tc 12 Nhn khu Bin s phn on Theo a d Vng, min Thnh ph Vng kh Din gii Min bc, min trung, min nam... 100000 ; 1000000 ; 1500000... dn Pha bc, ven bin, ty trung b... 6 ; 6-11 ; 12 - 19 ; 20 - 34... Nam, n 500000 ; 750000 - 1000000... K thut vin, qun tr vin... Kinh , hoa, ty, ...

Chuyn tt nghip III Phc Dn ngho , thng lu... 1 tm l Xa x, bung th, ngng Tng lp x mu... 2 hi p buc , tp th, c 3 Cch sng on... Nhn cch IV Thi ng 1 x Ph bin, c bit... C hi ng 2 Cht lng , dch v, tit kim x 3 a nh , tch cc , khng Li ch em quan li tm... nim v sn phm Hnh 1.8: Cc bin s ch yu trong phn on th trng ngi tiu dng

13

Chuyn tt nghip

Chn th trng mc tiu

Vic phn khc th trng cho thy nhng c hi ca khc th trng ang xut hin trc cng ty, do vy cng ty phi nh gi cc khc th trng khc nhau v quyt nh ly bao nhiukhc th trng v nhng khc th trng no lm mc tiu. c c quyt nh, cng ty cn phi nh gi v la chn theo cc yu t c th.

nh gi cc khc th trng.
Khi nh gi cc khc th trng khc nhau th cng ty xem xt trn cc yu t sau: + Quy m v mc tng trng ca khc th trng. Phi xem khc th trng tim n c nhng c im v quy m v mc tng trng "va sc" vi cng ty khng. Mc tng trng l mt c im mong mun, v cc cng ty ni chung u mun c mc tiu th v li nhun ngy cng tng, song cc i th cnh tranh s nhanh chng xm nhp nhng khc th trng ang tng trng v gim i kh nng sinh li ca chng. + Mc hp dn v c cu ca khc th trng. Mt khc th trng c th c quy m v mc tng trng mong mun, nhng li thiu kh nng sinh li, v vy cng ty phi nh gi nhng nhn t nh hng n kh nng sinh li lu di nh: cc i th cnh tranh trong ngnh, nhng k xm nhp tim n, nhng sn phm thay th, ngi mua v ngi cung ng. + Mc tiu v ngun ti nguyn ca cng ty. Ngay c khi mt khc th trng ln, ang tng trng v 14

Chuyn tt nghip hp dn v c cu, cng ty vn cn xem xt nhng mc tiu v ngun ti nguyn ca bn thn mnh vi khc th trng . Mt s khc th trng hp dn c th vn b loi b, bi v chng khng ph hp vi mc tiu lu di ca cng ty. Ngay c khi khc th trng ph hp vi nhng mc tiu ca mnh, cng ty vn phi xem xt xem c k nng v ngun ti nguyn trong khc th trng khng. Mi khc th trng u c nhng yu cu nht nh thnh cng. Cn phi loi b khc th trng nu cng ty thiu mt hay nhiu nng lc cn thit v khng c iu kin to c nhng kh nng cn thit. Song cho d cng ty c nhng nng lc cn thit th n vnphi pht trin mt s u th tri hn. cng ty ch nn xm nhp vo nhng khc th trng no m mnh c th cung ng vi gi tr ln hn.

La chn khc th trng .

Sau khi nh gi khc th trng khc nhau, th cng ty phi quyt nh nn phc v bao nhiu v nhng khc th trng no (la chn th trng mc tiu). cng ty c th c cc cch la chn th trng mc tiu sau: +Tp trung vo mt khc th trng. Ta c m hnh di y : Trong : M l th trng P 1 P l sn phm P2 P3 Trong trng hp ny, thng qua marketing tp trung cng M1 M2 M3

15

Chuyn tt nghip ty s dnh c mt v tr vng chc trong khc th trng nh hiu bit r hn nhng nhu cu ca khc th th trng v danh ting c bit m cng ty c c. Hn na cng ty s tit kim c trong hot ng nh chuyn mn ho sn xut, phn phi v khuyn mi. Nu cng ty ginh c v tr dn u trong khc th trng th n c th t c t xut li nhun trn vn u t cao. Nhng marketing tp trung gn lin vi nhng ri ro ln hn bnh thng, khc th trng c th c th tr ln ti t hn , hay mt i th cnh tranh no c th xm nhp khc th trng ny.

16

Chuyn tt nghip + Chuyn mn ho c chn lc. P1 P2 P3 Trong trng hp ny, cng ty la chn mt s khc th trng, mi khc th trng u c sc hp dn khch quan v ph hp vi nhng mc tiu v ngun ti nguyn ca cng ty. Chin lc phc v nhiu khc th trng ny c u im l a dng ho ri ro ca cng ty. D cho mt khc th trng c tr ln khng hp dn na th cng ty vn c th tip tc kim tin trong nhng khc th trng khc. + Chuyn mn ho sn phm. M1 P1 P2 P3 Cng ty sn xut mt sn phm nht nh bn cho mt s khc th trng, vi chin lc ny cng ty to dng c danh ting rng khp trong lnh vc sn phm chuyn dng nhng ri ro b cng rt ln khi c nhng sn phm thay th bng mt cng ngh hon ton mi. + Chuyn mn ho th trng . P1 P2 P3 17 M1 M2 M3 M2 M3 M1 M2 M3

Chuyn tt nghip

Trong trng hp ny, cng ty tp trung vo vic phc v nhiu nhu cu ca mt nhm khch hng c th. cng ty ginh c danh ting rng khp vi Chuyn mn ho vo vic phc v nhm khch hng ny v tr thnh mt knh cho tt c nhng sn phm mi m nhm khch hng c th cn dng n. + Phc v ton b th trng P1 P2 P3 Trong trng hp ny cng ty c phc v tt c cc nhm khch hng tt c nhng sn phm m h c th cn n. Ch c nhng cng ty ln mi c th thc hin chin lc ny h phc v ton b th trng theo hai cch marketing phn bit hay marketing khng phn bit. Marketing khng phn bit: cng ty c th b qua nhng khc bit ca khc th trng, cng ty thit k mt sn phm, mt chng trnh no thu ht c ng o ngi mua nht v da vo h thng phn phi, qung co i tr vi mc ch nhm to cho sn phm mt hnh nh tuyt ho trong tm tr mi ngi. Marketing c phn bit: Cng ty hot ng trong mt 18 M1 M2 M3

Chuyn tt nghip s khc th trng v thit k nhng chng trnh khc nhau cho tng khc th trng.

nh v sn phm trn th trng

Khi nim: nh v sn phm trn th trng l m bo cho hng ho mt v tr mong mun trn th trng v trong thc khch hng mc tiu, khng gy nghi ng, khc bit hn vi cc th hng nhn hiu khc. nh v sn phm trn th trng ngha l cng ty bin (ci tin) sn phm khng khc bit thnh sn phm khc bit v to ra ch li cho khch hng, t to nim tin cho khch hng v v tr s 1, v thuc tnh ca sn phm ca cng ty trn th trng . 3.Trin khai chng trnh marketing - mix 3.1Khi nim Marketing-mix c hiu l mt phi thc nh hng cc bin s marketing c th kim sot c m cng ty thng mi s dng mt cch lin hon v ng b nhm theo ui mt sc bn v li nhun d kin trong mt th trng trng Cng ty thng Sn phm im xc nh.

mi, cht lng phong cch, tn 3.2 M hnh mng marketing - Mix ng ng nt, l Gi bn chn, Ta c th m hnh ho bng hnh nh marketing - mix nhn hiu, quysau: bao cch, nh gi, dch v, bo hnh li ch Bng gi, cht liu Gi theo v chp Phn phi-sc nhn, thi hn Knh bao tn ph, bn thanh ton phn dng. b,kim sot, tn kho, iu vn, sc Qung co bn , Qung co, bn ngi bn. trc tip, khuych trng 19 bn, quan h cng chng, xc tin c ng,

Chuyn tt nghip

3.3.Ni dung ca marketing - mix Marketing - mix bao gm tt c nhng g m cng ty c th vn dng tc ng ln nhu cu v hng ho ca mnh c th hp nht rt nhiu kh nng hnh thnh bn nhm c bn: hng ho, gi c, phn phi v khuyn mi.

Hng ho l tp hp " sn phm v dch v " m cng

ty cung ng cho th trng mc tiu.

Phn phi: l mi hot ng hng ho d dng

n tay khch hng mc tiu.

Gi c: l tng s tin m ngi tiu dng phi chi

c c hng ho

Khuyn mi (xc tin): l mi hot ng ca cng ty &

nhm truyn t nhng thng tin v u im ca hng ho do mnh sn xut v thuyt phc nhng khch hng mc tiu mua th hng . Mi quyt nh v cc b phn cu thnh marketingmix tu thuc rt nhiu vo vic xc nh v tr hng ho c th m cng ty lm.

20

Chuyn tt nghip Chng II Thc trng hot ng marketing vi mc tiu nng cao hiu qu kinh doanh ca Cng ty bo him nhn th Bc Giang
I. Khi qut v Cng ty bo him nhn th Bc Giang

1. Lch s hnh thnh v pht trin ca Cng ty Cng ty bo him nhn th Bc Giang l mt trong nhng cng ty thnh vin ca Tng cng ty bo him Vit Nam c thnh lp theo quyt nh s 197/200/Q-BTC ngy 08/12/2002 ca B trng B Ti chnh, trn c s tch hot ng bo him nhn th t Cng ty Bo him Bc giang. c cp giy php kinh doanh s 314148 ngy 19/01/2001 vi tr s chnh t ti s 158 ng Xng Giang, th x Bc Giang, tnh Bc Giang. L mt n v hch ton kinh t trc thuc (hch ton kinh t ph thuc) Tng cng ty Bo him Vit Nam. Vi ngnh ngh ng k kinh doanh cc nghip v bo him nhn th, bo him y t t nguyn, bo him tai nn con ngi v u t vn theo php lut v phn cp ca Tng cng ty bo him Vit Nam. Thi gian u mi thnh lp, do tch ring hot ng cng ty gp rt nhiu kh khn. C s vt cht, tr s lm vic s dng chung vi Cng ty Bo him Bc Giang, s cn b c 18 ngi vi 12 t gm 190 i l. Vi con s nh vy vic khai thc v thu ph gp rt nhiu kh khn v a bn khai thc rng, s vn phng i din mi ch c 4 huyn Vit Yn, Lc Nam, Tn Yn, Hip Ho khng khai thc ht c tim nng rng ln. Nhng vi s n lc vn ln hin nay, s cn b l 28 ngi, s i l gn 500 chia thnh 35 21

Chuyn tt nghip nhm hot ng ti th x Bc Giang v tt c cc huyn trong tnh. Cng ty m 15 vn phng i din t ti 10 huyn th to iu kin cho khch hng, cho cn b qun l a bn, gim st khai thc v thu ph ca cc i l t hiu qu cao. T 1/2004 n nay t chc 10 kho hc cho cc hc vin m rng th trng, qun l a bn nng cao cht lng i l cng ty hot ng hiu qu nht. Tuy mi thnh lp, cn gp nhiu kh khn nhng cng ty lun phn u hon thnh tt nhim v kinh doanh m Tng cng ty t ra. Nm 2002, c cng nhn l n v kh ton din. Nm 2003, n v xut sc ton din, c nhn Bng khen ca Ch tch UBND tnh v B trng B Ti chnh. Vn iu l ca Tng cng ty 1500 t hin cha giao cho cc cng ty thnh vin 2. S b my t chc ca cng ty Ban Gim c

Phng HC-TH (4 ngi)

Phng TC-KT (4 ngi)

Phng PT-QLL (8 ngi)

Phng CNBH (4 ngi)

Phng DVKH (6 ngi)

Phng KVI (6 ngi)

Cc vn phng i din

Cc nhm 22 Cc i l

Chuyn tt nghip

Biu 1: S c cu t chc ca Cng ty bo him nhn th Bc Giang

23

Chuyn tt nghip Danh mc sn phm ca Cng ty Tn sn phm 1. An gia ti lc i tng tham gia bo him 1 60 tui Thi gian tham gia bo him 9/12/15/18/ 21 nm Ph Bo him - Khng gii hn s tin BH ti a - ng ph BH nh k thng/qu/6 2. An khang thnh 14 60 tui vng 3. An gia thnh v- 1 60 tui ng 4. An sinh gio dc 1 13 tui 10 nm 5/ 10/15/20 nm 5n 17 nm Bn cnh nhng sn phm chnh trn cng ty cn ang trin khai mt s sn phm b tr cho cc sn phm c nhn khc nh: Bo him thng tt ton b vnh vin do tai nn (R5), Bo him chi ph phu thut (R6), Bo him cht hoc thng tt ton b vnh vin do tai nn. Bng tng hp thu chi kinh doanh Nm 2002 Thu ni dung Bo him gc KH 23,3 t Hoa hng i l 3,3 t qun l doanh 1,7 t 24 TH Chi Ni dung S tin 4,3 t thng/nm Thng/qu/nm Thng/qu/nm Thng/qu/nm

28,6t Bo him gc

Chuyn tt nghip nghip Hot ng u 0,056 0,213 25,3 0,005 28,81 t 0,356

Hot ng u t Cho vay Tin gi Tng

8 Tng hp thu chi kinh doanh nm 2003 Thu ni dung Bo him gc KH 36,8 t TH 38,5 t Chi Ni dung Bo him gc S tin 11,7

t Hoa hng i l 4,1 t qun l doanh 12,3 nghip Chi u t t 0,140 t 15.96 3

Hot ng u t Cho vay Tin gi Tng 36,8 0,213 0,005 39,52 5

Tng hp thu chi kinh doanh nm 2004 Thu ni dung Bo him gc u t ti chnh Cho vay Tin gi 0,43 0 0,01 KH 45,36 TH 45,8 9 Chi hoa hng i 4,527 l nh gi ri ro 0,045 qun nghip qun l i l l doanh 2,116 0,295 0,023 25 Chi Ni dung Bo him gc S tin 12,57

Chuyn tt nghip 6 46,3 Chi u t 19,57

45,36

36 6 Ghi ch: phn thu v chi u t cha bao gm phn u t tp trung ti Tng cng ty BHVN

26

Chuyn tt nghip
II. Hot ng nghin cu v thc trng trin khai cc hot ng marketing- mix ti cng ty bo him nhn th Bc Giang

1. Nghin cu i th cnh tranh Hin nay trn th trng bo him nhn th, ngoi Tng cng ty Bo him nhn th cn xut hin cc i th cnh tranh khc nh Prudential, AIA, Bo Minh CMG, Manulife v cc ngn hng vi chnh sch thu ht tin gi trong dn lm cho tnh hnh cnh tranh ngy cng tr nn gay gt. iu lm cho th phn ca cng ty s khng trnh khi b thu hp. Nhng cng ty bit cch nhn nhn mnh, nh gi li mnh rt ra nhng im cn hn ch nhm ra cc gii php khc phc. Bn cnh cn l iu kin tt cng ty tin hnh xem xt, nghin cu v cht lc nhng im tin b ca i th cn tranh p dng mt cch linh hot, sng to sao cho ph hp vi iu kin thc t ca mnh. Ngoi ra cng ty bit cch tip cn khch hng tim nng ca mnh. Khi iu kin cnh tranh cng tr nn gay gt, cc ngun khch hng l ngi nh, ngi thn khai thc ht, cc t vn vin tm n khch hng tim nng nh hi khuyn hc v h tc. Bi v th trng ny c nhiu u th. - D tp trung ng cc khch hng thuyt trnh. - D nm bt thng tin khch hng thng qua ngi lnh o - C s tc ng ca lnh o hi; ca trng tc. - Loi tr c s cnh tranh th trng vi cc cng ty bo him nhn th khc. 2. Chnh sch sn phm 27

Chuyn tt nghip Trong nn kinh t th trng, sn phm l bt c mt th g p ng mt loi nhu cu no ca con ngi c cho bn trn th trng. Ni mt cch khc, sn phm l cng c tho mn nhu cu tiu dng v l i tng ca hot ng kinh doanh. Chnh v vy, bn cnh nhng sn phm hu hnh ca cc ngnh sn xut vt cht, cn xut hin cc sn phm v hnh ca cc ngnh kinh doanh dch v, trong c ngnh bo him. Tuy nhin, cng cn nhn thy rng, so vi cc sn phm ca cc ngnh kinh doanh khc, k c kinh doanh dch v, sn phm trong kinh doanh bo him mang nhng nt c trng v khc bit: - Sn phm bo him l sn phm v hnh. - Sn phm bo him l sn phm c hiu qu x dch. - Sn phm bo him l sn phm ca chu trnh sn xut kinh doanh ngc. Trong sn xut kinh doanh cc doanh nghip phi u t chi ph thc hin vic sn xut sn phm, sau h bn sn phm v dng doanh thu trang tri cc chi ph cho qu trnh sn xut v tiu th sn phm ca mnh. Tuy nhin, cng ty li nhn ph bo him ca ngi tham gia bo him ng gp trc, ri mi thc hin ngha v chi tr ca mnh khi xy ra s c bo him. l biu hin ca chu trnh sn xut kinh doanh ngc. Do c im l mt cng ty trc thuc nn cc chnh sch v a dng ho sn phm, i mi sn phm c Tng cng ty nghin cu v t chc thc hin cn cng ty Bo him nhn th Bc Giang ch nghin cu v cc c im ca sn phm t tm ra phng hng tiu th sn phm c tt.

28

Chuyn tt nghip Ta c th m hnh ho sn phm bo him tc ng n hnh vi ca khch hng nh sau:

Uy tn v hnh nh ca sn phm trong khch hng

Thnh Dch v sn phn phm ct li

Thnh phn ct li l yu t cn bn nht tao nn gi tr ch thc ca mt sn phm bo him. chnh l nhng li ch m sn phm bo him c th tho mn c nhu cu ca ngi mua. Nhng li ch ny khng th nhn bit c bng cm quan, do vy, cng ty cn phi m phng v gii thch nhng c tnh ca li ch mt cch c th v ni bt, n gin v d hiu vi khch hng. Tuy nhin, thnh phn ct li ca sn phm bo him l yu t khch hng kh nhn thy nht, v vy, s li cun ca sn phm bo him ph thuc rt ln trc ht vo cc dch v v sn phm v uy tn ca cng ty bo him. Chnh v l , cng ty ht sc coi trng vic xy dng v cng c uy tn trong kinh doanh. Cn phi to lp mt hnh nh v danh ting tt p trong tm tr ngi tiu dng. y, cn nhn mnh ti cc hot ng marketing ch yu nh: Tng

29

Chuyn tt nghip cng cng tc qung co v truyn thng, hon thin cc dch v chm sc khch hng, coi trng vic xy dng mi quan h cng chng, tch cc u t phng nga v n trnh ri ro. 3. Chnh sch gi Gi l ph ca sn phm bo him chnh l mc gi ca sn phm bo him. l lng tin m khch hng phi chi tr c m bo mt mc bi thng v mt ti chnh, c qui nh c th trong hp ng bo him. c im ca ph sn phm bo him l: - Ph gn lin vi sn phm bo him theo kiu "cho gi" thng qua vic a mu biu ph cho khch hng la chn. - Ph ca sn phm bo him thng l nh hn rt nhiu so vi mc ti chnh m cng ty bo him bi thng cho khch hng. - Ph bo him sn phm bo him chu s iu tit ca qun l v m ca Nh nc. - Chin lc ph c nh hng trc tip n lng cu v sn phm bo him, v nh vy c nh hng n mc tiu pht trin th trng trong kinh doanh. - Chin lc ph c nh hng n thu nhp v li nhun ca cng ty bo him, m bo thc hin mc tiu an ton v pht trin bn vng. - Chin lc ph c nh hng n vng i ca sn phm bo him, cho php cc cng ty ko di vng i sn phm, ko di cc giai on kinh doanh c hiu qu v rt

30

Chuyn tt nghip ngn cc giai on kinh doanh km hiu qu trong vng i sn phm. Trong qu trnh cnh tranh th trng, chin lc v ph sn phm bo him c xem l nhng ng x rt linh hot, mang tnh ngh thut cao ca cc cng ty bo him. Tu thuc vo nhng iu kin c th ca kinh doanh v th trng, nhng ng x ny cng hon ton khc nhau. Nhn chung, khi nh mc ph cho mt sn phm bo him, cng ty c th la chn mt trong ba loi chin lc sau y: * Chin lc nh ph cao Mc ch ca chin lc nh ph cao l nhm gip cho cng ty bo him thu hi vn mt cch nhanh chng, gia tng mc li nhun v t sut li nhun, to c s i mi sn phm. Mt khc, trong mt s trng hp nh mc ph cao cn tc ng mnh m n tm l ca khch hng v kch thch tiu th. nh ph cao thng c p dng vi trng hp: - Sn phm mi c nhng c tnh khc bit vi cc sn phm hin c trn th trng. - Khch hng mc tiu ca sn phm cng c nhng c im v tm l tiu dng c bit. - Sn phm ca cc cng ty c uy tn v danh ting trn th trng. - Sn phm c s h tr c lc ca h thng phn phi cc dch v sn phm v quan h cng chng. * Chin lc nh ph thp Chin lc nh ph thp hn ph ca sn phm bo him cng loi c p dng khi cng ty bo him mun nhanh

31

Chuyn tt nghip chng xm nhp th trng, tng cng kh nng cnh tranh hoc sn phm bc vo giai on bo ho cn phi c gii php "kch cu" qua nh ph thp. Nhng iu kin c bn khi s dng chin lc nh mc sn phm thp l: - Tim nng tiu th sn phm ln, sn phm bo him thuc loi c n hi cao. - Khch hng mc tiu ca sn phm bo him thuc din c thu nhp v kh nng thanh ton thp. * Chin lc tnh ph ngang bng Loi chin lc ny c s dng ph bin trn th trng cnh tranh, p dng vi cc sn phm bo him khi ra i c nhiu sn phm cng loi xut hin trn th trng. Nh ta bit cc c tnh c bn ca sn phm bo him d bt chc khng c bo h v vy chin lc tnh ph ngang bng c cng ty s dng mt cch ph bin trong tnh trng cnh tranh gay gt nh hin nay. Khi thc hin chin lc ny cng ty ch n nhng vn sau: - C nhng gii php tch cc m bo tit kim cc chi ph sn xut kinh doanh. iu khng ch gip cc cng ty m bo c li ch ca mnh m cn trnh tnh trng gim thp cc tiu chun v iu kin trong dch v sn phm, dch v khch hng. - gia tng kh nng cnh tranh v thuyt phc khch hng, cng ty cn nhn mnh ti cc yu t cnh tranh phi gi c. Trong , c bit nhn mnh ti vic t chc tt h thng phn phi v cc dch v chm sc khch hng.

32

Chuyn tt nghip - nh ph ngang bng th trng, cng ty cn phi c nhng n lc y mnh khi lng sn phm bn ra. V vy, cn ht sc ch ti cc gii php marketing nhm kch thch tiu th nh: Tuyn truyn, qung co, cc hot ng khuyn mi v h tr khch hng

33

Chuyn tt nghip Cng thc chuyn i ph: Ph qu = Ph thng x 2,97 Ph 6 thng = Ph thng x 5,88 Ph nm = Ph thng x 11,32 Nhm cho thy khch hng thy r c li ch khi ng ph theo qu, 6 thng, nm. 4. Chnh sch phn phi Phn phi sn phm bo him l mt qu trnh nhm a n cho khch hng nhng dch v bo him m h mong mun. i vi cc cng ty bo him thc y qu trnh tiu th sn phm, m rng th trng v tng kh nng cnh tranh, ngoi vic thit k ra nhng sn phm c kh nng tho mn nhu cu tiu dng cao nht, xc lp mt chin lc ph ph hp v kch thch tiu th cn phi t chc tt qu trnh vn ng v di chuyn ca sn phm. t chc phn phi sn phm hp l khng ch m bo cho qu trnh tiu th sn phm din ra sun s m cn m bo s an ton trong kinh doanh cho cc cng ty bo him tng cng c kh nng lin kt v hp tc kinh doanh, gim thiu c kh nng cnh tranh th trng. H thng phn phi ca Cng ty l cc vn phng i din t trn a bn ton tnh. Ti cng ty hnh thnh hai knh phn phi: - Knh phn phi trc tip: l phng thc bn hng trc tip ca cng ty. hin ti phng thc bn hng trc tip c cng ty s dng rt a dng v phong ph nh: Bn ti vn 34

Chuyn tt nghip phng ca cng ty, bn ti cc vn phng i din, bn qua bu in, qua mng vi tnh Knh phn phi trc tip m bo mi quan h mt thit gia cng ty bo him vi th trng v khch hng. iu gip cho cng ty c thng tin v khch hng mt cch st thc v nhy bn. Mt khc, xt v mt tm l, khch hng thng t ra yn tm v tin tng hn khi giao dch trc tip vi cng ty bo him. Vi knh phn phi trc tip cn gip cho cng ty gim st c cc chi ph trong khai thc v tiu th sn phm, tng cng kh nng cnh tranh. - Knh phn phi gin tip: l hnh thc s dng ph bin trong cng ty. Knh phn phi gin tip l loi knh tn ti cc trung gian phn phi, cng ty thng qua h thng cc a l ca mnh tiu th cc sn phm bo him. Cch thc phn phi ny dm bo s phn phi cc sn phm bo him mt cch rng ri trn th trng, sc y trong qu trnh tiu th sn phm mnh m hn. Mt khc y cng l cch bn hng tr nn hp dn hn bn hng ti vn phng cng ty. Thng qua s hot ng tch cc ca cc i l, cng ty khng ch lm tt hn cc dch v chm sc khch hng m cn thc hin c mc tiu pht trin v m rng th trng ca mnh. Hiu r c tm quan trng ca cc t vn vin, nhng ngi trc tip tip xc vi khch hng, nhng ngi em sn phm ca cng ty gii thiu v bn sn phm cho khch hng. Nng cao trnh cho cc t vn vin bng cc kho hc l

35

Chuyn tt nghip lun, k nng bn hng, tm hiu v tm l khch hng nhm tng doanh thu cho cng ty. Nm 2004, thc hin cc chng trnh thi ua ln "Hng v Thng Long", "Chinh phc Vn l Trng Thnh", "Hnh trnh ti Pari" tng chng trnh thi ua ngn hn "Bo Vit - Pht trin", "Bo Vit - T ho", "Bo Vit - Bn vng" nhm tn vinh cc t vn vin bo him xut sc ca Tng cng ty Bo him nhn th Vit Nam pht ng c cng ty Bo him Nhn th Bc Giang nhit lit hng ng v ra quyt tm thi ua. 5. Chnh sch xc tin thng mi - Hnh thc qung co ch yu ca Cng ty l cc t ri, pan, trn cc phng tin thng tin i chng nh i, tivi. - Bo Vit nhn th Bc Giang vi cng ng: Nm trong h thng cc cng ty trc thuc Tng cng ty Bo him Vit Nam, Cng ty bo him nhn th Bc Giang ch trng v tch cc tham gia cc chng trnh ng h cc qu n n p ngha, phng dng cc b m Vit Nam anh hng, ng gp kinh ph xy dng nh tnh ngha. Tham gia cc chng trnh: "Bo Vit - tng thn, tng i", ng h nn nhn cht c mu da cam dioxin Vit Nam. Tt c nhng iu lm cho thng hiu Bo Vit "V li ch ngi Vit", "Phc v khch hng tt nht pht trin" ng vng trn th trng Vit Nam. - Nng cao cht lng phc v khch hng: Bo Vit nhn th Bc Giang thc hin tt, chu o vic tr tin o hn cho cc khch hng, thc hin cc iu

36

Chuyn tt nghip khon ring c tng cng nhm b xung li ch ca khch hng. Nng cao cht lng dch v gi tr gia tng nh tng lch, thip sinh nht, tng th mua hng gim gi cho khch hng. * nh gi chung

Thnh cng:
Nm 2004 l nm c nhiu kh khn i vi Cng ty bo him Nhn th Bc Giang nhng kt qu kinh doanh ca Cng ty vn t c cc ch tiu m Tng cng ty ra. Cc sn phm An gia ti lc 9 nm (NA14) tng 33%; Sn phm An gia ti lc 12 nm (NA15) tng 40% so vi k hoch; Sn phm An gia ti lc 15 nm (NA16) tng 66,6%; Sn phm An gia Ti lc 18 nm (NA17) tng 20%; Sn phm An gia ti lc 21 nm (NA18) tng 20%. Sn phm An bnh hu tr thu tng 34,28%. + Sn phm An sinh gio dc l mt sn phm c rt nhiu ngi quan tm v c kh nng m rng th trng khai thc. Sn phm An sinh gio dc NA9 ra i nm 2001 c nhiu ci tin so vi sn phm An sinh gio dc NA6 c t nm 1998. Do vy cng ty khng ngng khai thc mi hp ng bo him NA6 nn s tin thu trong nm 2004 ca cng ty gim 2,125%. Ngc li bi c nhiu ci tin tch cc mang li li ch cho khch hng nn trong nm 2004, s tin bo him thu c 737.765.700 tng ng t l tng 6,231%, s hp ng tng 1.200 hp ng so vi k hoch ra tng 10,909%.

37

Chuyn tt nghip Ngoi ra cc sn phm khc cng tng ng k s lng hp ng.

Hn ch:
Bn cnh nhng thnh cng, cng ty cn mt s hn ch sau: - Kt qu doanh nghip bo him cui cng vn ch tp trung ch yu vo tin gi ngn hng c k hn v mua tri phiu chnh ph khin cho hiu qu u t rt hn ch v: + Bi hin trng chm pht trin v tnh hnh m m trn th trng chng khon nhng nm gn y cho thy vn cha phi l mt knh u t vn hp dn vi doanh nghip bo him. - Cc d n ku gi gp vn c phn, gp vn lin doanh m bo mc tin tng v kh nng sinh li khng nhiu. Cc doanh nghip bo him th s lng cc sn phm u t hon thin, ph hp vi c th kinh doanh bo him cn hn ch.

Nguyn nhn
- Do khch quan: Vic pht trin mnh m ca cc doanh nghip bo him nhn th trn th trng cng ng ngha vi vic sc p cnh tranh i vi Bo Vit ngy cng tng cao v h qu tt yu l s chia s v khch hng v th phn, l kh khn trong tuyn dng i l ng thi, doanh nghip cn phi b ra nhiu chi ph hn cho vic nghin cu th trng; thit k sn phm mi; tng cng qung co; chi tr hoa hng, khen thng, tm kim i l mi Thm na, mc d Bo vit Nhn th c li th ra i trc vi mt lng khch di do v lun tin tng, ng thi cn c h thng

38

Chuyn tt nghip cc cng ty thnh vin ti cc tnh thnh, song li vp phi nhng hn ch v kinh nghim kinh doanh bo him nhn th, v nhng quy nh cht ch trong c ch ti chnh p dng i vi doanh nghip nh nc nn phn no cng nh hng ti sc mnh cnh tranh v kh nng thu ht khch hng. Bo Vit cn phi i mt vi s cnh tranh ca cc loi hnh sn phm, dch v thay th trn th trng. Trc ht phi k n vic sp nhp bo him x hi v bo him y t lm tng mnh quy m cng nh a bn hot ng ca nh ch ti chnh ny, to ra mt sc p cnh tranh r rt i vi cc loi hnh bo him con ngi, bo him nhn th Bn cnh , cc dch v ngn hng, chng khon, tit kim bu in cng ang ngy cng n r v da dng ho nhm thu ht ti a ngun vn nhn ri trong dn, khin cho hot ng kinh doanh bo him nhn th ca cc doanh nghip ni chung v Bo Vit Nhn th ni ring gp phi kh nhiu tr ngi. - Do ch quan: Do lnh o cng ty cha thc s ch n hot ng marketing v vai tr to ln ca n trong hot ng kinh doanh ca Cng ty. Hin nay hot ng marketing ca cng ty cn gp nhiu kh khn. Hot ng marketing vn nm ri rc cc phng: pht trin v qun l i l, dch v khch hng ca cng ty. Cha c s nghin cu qui m, ng b, tp trung. Tm l li vo Tng cng ty. Hot ng nghin cu ch tp trung vo vic phn phi chnh sch xc tin thng mi.

39

Chuyn tt nghip

40

Chuyn tt nghip Chng III Mt s gii php marketing ng b nhm nng cao hiu qu kinh doanh ca cng ty bo him nhn th Bc Giang
I.phng hng pht trin ca Bo him Vit Nam trong thi gian ti

Hi nhp v pht trin bo vit trong l trnh tr thnh mt tp on ti chnh - bo him Nhm qun trit v thc hin tt ng li pht trin kinh t ca ng cng nh nh hng pht trin ngnh bo him ca Chnh ph ghi trong "Chin lc pht trin th trng bo him Vit Nam t nm 2003 n nm 2010" km theo quyt nh 175/TTg ngy 29/08/2003, Bo Vit ra cc mc tiu pht trin tng th ca Bo Vit ti nm 2010: - Pht trin thnh mt tp on ti chnh tng hp, ng u trong lnh vc bo him cng nh dch v ti chnh ti Vit Nam: bo him nhn th v phi nhn th, u t ti chnh, kinh doanh chng khon, cc dch v ti chnh khc (tn thc u t v dch v ti chnh khc). - Pht trin thnh mt t chc ti chnh c trnh nng cao hiu qu kinh doanh, s dng hiu qu cc ngun lc. - L mt t chc gi vng v cao c Uy tn v Danh ting, chim c lng tin ca khch hng v cc cn b, i l ca t chc. Nhm mc tiu t tc tng trng Bo Vit s tin hnh cng c v y mnh pht trin cc nghip v bo him xe c gii, hng hi, con ngi do tn dng c li th 41

Chuyn tt nghip cnh tranh. Pht trin m rng bo him chy v k thut, nghin cu pht trin cc loi hnh bo him trch nhim, duy tr nghip v bo him hng khng. Thit k sn phm bo him linh hot i vi tng c im nhu cu ca khch hng. Cung cp cho khch hng nhng dch v trn gi v bo him; Cung cp cc dch v ph tr: thng tin khch hng, nh gi cht lng dch v nhm to iu kin cho ci tin sn phm dch v; Nng t trng knh phn phi gin tip t 10% nm 2000 ln ti 35% doanh thu bo him gc nm 2005 v 60% nm 2010. T chc tt m hnh i l bo him i vi sn phm nh hng phc v cc i tng khch hng nh l v cc tng lp dn c, pht trin mng li cng tc vin; Tng cng qun l rng danh sch khch hng, s dng tt cng c tin hc trong lnh vc ny; pht trin nh hng cung cp sn phm dch v ti i a s cc khch hng, tng lp dn c; cng c, pht trin u tin cc a bn trng im; Ch trng tm kim c hi pht trin th trng quc t: trong khu vc ASEAN, trc tin Campuchia v Lo; Tiu chun ho cc quy trnh nghip v: khai thc, gim nh, bi thng. Kim sot cht ch cc tiu chun thuc cc quy trnh ra theo; Tiu chun ISO 9000; Sa i hon thin h thng thng tin thng k, truyn s liu, tin hc ho qun l nghip v; Tng cng cng tc qun l ri ro, phng hn ch tn tht, chng trc li bo him v bo m hiu qu kinh doanh, duy tr t l chi ph tng hp (combined ratio) di 95%; Tng cng cc bin php thu thp, tng hp thng tin th trng nhm h tr a phng trong khai thc, pht trin nghip v.

42

Chuyn tt nghip i vi lnh vc bo him nhn th trong thi gian ti Bo him phn u gi vng v tr hng u trn th trng, pht trin mnh bo him nhn th, coi bo him nhn th l gii php iu chnh c cu v pht trin ton din ca Bo Vit, gi vng tc tng trng doanh thu ph bnh qun l 20%/nm, tng doanh thu ph bo him khai thc mi bnh qun 15-20%/nm, duy tr hot ng c li nhun v t t sut li nhun. Bo Vit s pht trin h thng thng tin trn nguyn tc: t lc, tn dng ngun lc bn ngoi, thit k h thng m v tp trung, h thng pht trin nng cp dn, xy dng h thng chun; Hon thin h thng phn mm thng nht trn c s ngn ng bc cao, xy dng c s d liu phc v cho cng tc qun l d liu v phc v khch hng. Cc chng trnh qun l khch hng v qun l ni b; Hon thin cc mng WAN, mng LAN, phn u Online vo thi gian sm nht. Cng vi hot ng bo him, kinh doanh ca Bo Vit s hng mnh vo pht trin cc dch v ti chnh a dng trc ht l hnh thnh v pht trin cc qu u t v cng ty qun l qu, p ng khng ch nhu cu u t ca chnh mnh, m cn p ng nhu cu ca dn c v cc doanh nghip khc. Trong tng lai cng khng c g cn tr Bo Vit hnh thnh nhng dch v ti chnh mi nh cho thu ti chnh, th thanh ton v ngn hng Trong ton b nh hng chin lc , o to ngun nhn lc v thu ht nhn ti v gii php chin lc then cht. Nhm nng cao kh nng cnh tranh ca Bo Vit trong thi k mi, gii php

43

Chuyn tt nghip tng vn ch s hu cc cng ty thnh vin hch ton c lp c hoch nh v chun b bao gm c gii php c phn ho, bn c phn cho cc nh u t trong v ngoi nc. Chc chn 10 nm ti i vi BoVit cng s l thi k pht trin trong hi nhp kinh t quc t c nhiu khc bit vi 40 nm qua, nhng thng hiu BAOVIET s vn l mt thng hiu mnh ca ngnh dch v ti chnh Vit Nam. L mt thnh vin ca Tng Cng ty Bo him Vit Nam Cng ty bo him nhn th Bc Giang c phng hng v mc tiu kinh doanh t nm 2005 n 2010: Thc hin tt s ch o ca Bo him nhn th Vit Nam, tip tc duy tr s tng trng t 15%/nm tr ln. Ch trng dch v chm sc khch hng v nh gi ri ro, a dng ho th trng, knh phn phi, nng cao cht lng ngun nhn lc. - Mc tiu: Hon chnh t chc, doanh s trn 120 t ng vo nm 2010
II. Mt s xut nhm nng cao hiu qu kinh doanh ti cng ty bo him nhn th Bc Giang

1. M rng cc loi hnh sn phm dch v t c nhng yu cu , nhng nm ti Bo Vit nhn th bc Giang s thc hin vic pht a dng ho sn phm: tip tc ch trng pht trin cc loi hnh sn phm tit kim, thit k cc sn phm nhm loi ny, y nhanh qu trnh a dng ho sn phm. C nhn ho sn phm v dch v bo him: B sung cc iu khon ring, tng tnh hp dn ca sn phm, to c ch kt hp cc quyn li linh hot p ng yu cu ca khch hng. Tung ra sn phm bo him hn hp vi thi gian di hn, Bo him hn hp nhm, bo him c s tin bo him tng dn (hn ch tm l lo s 44

Chuyn tt nghip lm pht), bt u th nghim sn phm bo him c tnh u t. Tiu chun ho sn phm ph hp vi tp qun quc t: ni dung, hnh thc cc ti liu, n bo him v n ch s c ch trng sa i vi phng chm tn trng khch hng. 2. Pht trin cc mng li phn phi sn phm cc knh phn phi sn phm tiu th cc sn phm ca mnh, cng ty bo him nhn th Bc Giang s dng mt i ng ng o cc trung gian phn phi, l i ng i l bn hng (hnh thc ch yu) v mi gii kinh doanh. i ng ny c o to k cng v nghip v hot ng ca mnh, thc hin qu trnh chuyn mn ho kinh doanh, t nng cao hiu qu hot ng. Tuy nhin s lm tng chi ph dn ti tng mc ph ca sn phm bo him v gim thp kh nng cnh tranh th trng tn dng ngun lc sn c mt cch ti u, vi h thng my tnh ni mng ton b cng ty hin nay, c th cho ni mng rng hn v thc hin phng thc bn hng qua my vi tnh. y l mt phng thc m v ang c nhiu cng ty p dng nhm gim thiu chi ph i li m lng thng tin cung cp cho khch hng cp nhp v y . Tin ti cng ty c th trin khai bn hng qua in thoi. Bi thi i ngy nay thng tin lin lc tr nn ph bin trong cuc sng. Tn dng iu kin sn c ny l mt li th ln cho cng ty trong vic m rng th trng. Mt khc, cn tng cng i ng cng tc vin mi gii, c th cng tc vi cc t chc c quan c th trin khai

45

Chuyn tt nghip c cc hp ng bo him vi s lng ln, s tin bo him cao. y l hng i mi m cng ty cn xem xt p dng. Ngoi ra cng ty cn thng xuyn trin khai cc hi ngh bn v vn tm kim m rng th trng v to thm nhiu knh phn phi mi. 3. Tng cng cc chnh sch h tr: Qung co, xc tin bn, quan h vi cng ng. Qung co ca cng ty phi tiu biu c trng c o v c lng thng tin cao. Cng ty nn qung co qua cc phng tin thng tin i chng nh i, ti vi. Qung co qua cc bo: Bc Giang, hin nay cng ty qung co sn phm ca mnh qua cc tp ch chuyn ngnh bo him nn i tng khch hng tim nng ca cng ty b hn ch. Ngoi ra bin qung co nn t ti ng vo trung tm th x d dng thu ht s ch ca cng chng. Cng ty nn pht hnh cc t ri ti cc cng s, trng hc lm cho sn phm ca mnh tr nn thn quen hn vi mi tng lp nhn dn. Cng ty nn ti tr cc hot ng x hi nhiu hn na tch cc hn na. i vi cc gii bng thiu nin, nhi ng ca tnh cng cn phi quan tm, ti tr, bi nhng hot ng th thao ny lun thu ht c s quan tm ca x hi. Cng ty nn duy tr tt mi quan h cng chng: - Ch u i vi khch hng (gim ph c thi hn, dch v chm sc khch hng)

46

Chuyn tt nghip - Cc tr chi, gii tr. - Ngh thut bn hng ca nhn vin v i l. - Cc hnh thc khuyn mi nn phong ph. - T chc cc hi ngh khch hng - Duy tr mi quan h tt p vi gii truyn thng, gii cng quyn. Dch v sau bn hng ca cng tygm: - Dch v cung cp thng tin. - Dch v thanh ton v chi tr. - Dch v chm sc khch hng. - Dch v hng dn khch hng tham gia cc sn phm bo him mi. Cng ty nn ch trng cc hot ng dch v trn cho tht tt. 4. Nng cao cht lng dch v khch hng a dng ho cc dch v khch hng Cn chm sc tm hiu nhu cu ca khch hng trc, trong v sau khi khch hng mua sn phm. Thng qua cc t vn vin l ngi trc tip xc vi khch hng cng ty s tm hiu c nhu cu c th ca khch hng. V t vn sn phm ph hp nht cho khch hng, quan tm ti mc thu nhp gip h la chn mc ph ph hp nht v khong thi gian ng ph (theo thng theo qu, nm) sao cho kinh t v c li nht khi khch hng ng k kt hp ng mua sn phm BHNT, th cng cn quan tm chm sc ti khch hng hn na. To iu kin thun li cho khch hng v mt thi gian, thng bo s ph phi np trc k ng ph h chun b. Thit lp mi quan h thn thin trn c s hai

47

Chuyn tt nghip bn cng c li gia cng ty bo him v khch hng thng qua t vn bo him. Vo ngy sinh nht hng ngy k nim hp ng ca khch hng cng ty gi thip chc mng hoc nhng qu nh c in thng hiu Bo Vit, y l mt cch ly lng khch hng m li c th pht trin thm chin lc qung co cho cng ty. Thng xuyn thm hi khch hng vo cc dp l tt hay lc au m, gia nh gp kh khn iu to iu kin cho cng ty mt n tng tt trong lng khch hng. Cng ty nn duy tr mi quan h vi khch hng ngay c khi hp ng o hn, hoc dng hp ng khch hng c th tip tc tham gia khi c iu kin. 5. i mi a dng ho phng thc thanh ton Doanh thu hot ng kinh doanh bo him l s tin phi thu theo ho n chng t cung ng dch v bo him gc. V th ch khi khch hng chp nhn thanh ton (hay ng ph bo him nh k) th doanh thu mi c xc nh. Hin nay cng ty ch p dng hnh thc thu tin trc tip ca khch hng ti nh bi i ng t vn vin v thu ngn vin. V th s hn ch cho khch hng ln i l v khng th thng nht c thi gian hn gp. V vy cng ty c th trin khai hnh thc thanh ton qua ngn hng, khch hng s np tin vo ti khon cng ty hoc u nhim chi (i vi khch hng) hoc cc khon chi qua h thng ngn hng nng nghip v pht trin nng thn m cng ty c ti khon giao dch. 6. Hon thin c cu t chc ca cng ty - iu chnh c cu t chc

48

Chuyn tt nghip hot ng marketing c tt, cng nh pht trin c vai tr, chc nng ca n mt cch hiu qu, th cng ty cn phi c mt phng marketing hot ng c lp c ngn sch ring cho hot ng ny (m hin nay cng ty cha c, cng ty mi ch thc hin hot ng thng qua phng pht trin v qun l i l, dch v khch hng ca cng ty). V vy S ra i ca phng marketing ti Cng ty bo him nhn th Bc Giang thc s l rt cn thit cho mt cuc cch mng v qun l v t chc kinh doanh ph hp vi u kin hin nay ca cng ty. S c mt ca phng marketing trong c cu t chc ca cng ty ng ngha vi vic tr li cho phng chc nng khc ca cng ty v ng vi cng vic chuyn mn ca mnh. Vic thng nht hot ng Marketing v mt khi l mt s khng nh y chc chn cho s thnh t ca cng ty trong tng lai. Nhim v ca phng Marketing l: + Nghin cu v qung co, xy dng chng trnh qung co v qun l cc chng trnh . Trong c bit ch ti vn : xc nh kinh ph, nh gi hiu qu qung co. + Nghin cu v d bo th trng: cng vic trc mt ca cng ty l nh gi mt cch khoa hc, chnh xc th trng Bc Giang, phn on th trng, tin hnh bin php nhm nh v sn phm bo him nhn th trn ton quc. Hin nay, vic xc nh khch hng tim nng ch yu ph thuc vo cc mi quan h ca i l. Nu khng c s nghin cu v d bo th trng mt cch khoa hc th n mt lc no lng khch hng s cn kit, thm vo cc

49

Chuyn tt nghip i th cnh tranh ca cng ty li nghin cu th trng mt cch t m v tp trung khai thc vo on th trng mc tiu. Do vy, cng tc khai thc lun t kt qu nh mong mun th cng ty nn lm cng tc nh hng th trng cho i l, c ngha l lm cng tc dn ng cho h hot ng khai thc tht s c hiu qu. + Thit lp cc knh bn hng. + Thu thp v s dng cc thng tin Marketing. + Phi hp tng hp kp thi khen thng ng vin nhng c nhn tch cc cng tc, t hiu sut cao. K lut nhng thnh vin khng c t tng xy dng, pht ng cc phong tro thi ua trong ton cng ty. + Phi hp vi phng qun l hp ng, qun l i l, pht hnh hp ng nng cao trnh ca cc i l, cng tc vin qua pht hin c nhn c trnh , phm cht tt to thnh ngi qun l hot ng khai thc. + Tham mu cho lnh o cng ty v kinh doanh v qun l kinh doanh. V hot ng kinh doanh ca cng ty cn ch n vn li k thut. Trn c s nh gi phn tch thc t v d on tng lai ca th trng tin t Vit Nam, Bo Vit quyt nh la chn t l li sut k thut cho hp ng 5 nm l 10% v 5% i vi hp ng thi hn 10 nm v bo him an sinh gio dc. y l mc li sut m Bo Vit chc chn thc hin c trong vng 5, 10 nm ti. Mc li trn c th khng nh l trong tm tay ca Bo Vit nhng n li cha thc s hp dn khch hng tham gia. Nu khng xt n yu t ri ro ttrong bo him th vi mc li sut nh trn th bo him nhn th ch mang tnh cht b 50

Chuyn tt nghip ng. Trong khi cc i th cnh tranh li a ra nhng mc li rt cao rt hp dn khch hng v c mc ph thp hn. Tuy vy, cng ty bo him nhn th khng th nh ph li sut qu cao m cng ty khng chc chn thc hin c trn th trng ti chnh. Nu t l li sut cao qu s nh hng n vic kinh doanh khin Cng ty kh c kh nng ti chnh trang tri cc chi ph. Nhng nu li sut thp qu s dn n ph bo him cao, nh hng n quyn li ngi tham gia v khng hp dn h. Do vy, Cng ty nn nng mc li k thut ln mt cht. t c mc tiu nh vy, Cng ty cn a dng ho cc hnh thc u t ph bo him, v hot ng u t quyt nh n s tn ti ca mt doanh nghip kinh doanh bo him nhn th. Vn bo ton v pht trin vn t ngun ph ca khch hng c th c thc hin bng cch t vo c phiu, tri phiu, tn phiu, cho vay, kinh doanh bt ng sn, lin doanh lin kt...tu thuc vo thi im khc nhau th t l u t vn ca tng loi c th thay i. Ngoi ra Cng ty c th b tr li l gia cc nghip v vi nhau trong qu trnh kinh doanh, cch ny c th lm cho kt qu kinh doanh ca Cng ty gim i nhng b li Cng ty s thc hin c mc tiu " tng trng ". Nh vy nhn b ngoi th hot ng ca b phn Marketing khng c g thay i nhng thc cht khng phi vy. Nu phng Marketing ra i th vic bn hng s c thc hin mt cch khoa hc v ng b hn gip cho cn b khai thc v cn b qun l hot ng c hiu qu hn, tit kim nhng khon chi khng ng c v v ch. 51

Chuyn tt nghip 7. o to v o to li cn b, i l, t vn vin Thng xuyn c cc cn b i hc nh k nng cao trnh chuyn mn nghip v hiu su hn v cc sn phm bo him v cc k nng giao tip, thuyt phc nhm to mt mi trng lm vic chuyn mn ho cao t hiu qu tt nht. Tuyn dng nhng i l mi, xy dng cc phong tro thi ua vi nhng phn thng hp dn nhm kch thch kh nng lm vic t hiu qu cao. bn cnh s chm dt hp ng i vi cc cn b, t vn vin lm vic khng hiu qu. 8. Tng cng u t kinh doanh vo cc lnh vc kinh t x hi. Nh chng II cc hot ng u t ca cng ty vo th trng chng khon, cho vay vn cn rt thp, t c hiu qu kinh doanh ln hn na. Cng ty nn nghin cu v cc d n kinh doanh c kh thi an ton vn, cc nhu cu v gp vn lin doanh, tham gia thnh lp cng ty c phn, cho vay, tham gia cc d n u t ca tnh nhm nng cao hiu qu kinh doanh. 9. Mt s sut i vi tng cng ty bo him Vit Nam v Chnh ph i vi Chnh ph: to iu kin cho cc h thng vn bn quy phm php lut v kinh doanh bo him nhanh chng c hon thin to mi trng php l cho cc doanh nghip kinh doanh bo him. Nh nc nn nhanh chng pht trin cng ngh vin thng v tin hc to iu kin thun li cho cc cng ty

52

Chuyn tt nghip bo him ng dng vo cc hot ng ca mnh nng cao hiu qu kinh doanh. Pht trin cc lnh vc cng nghip, c s h tng, thng mi, u t quc t v u l nhng lnh vc tim nng cho dch v bo him trong tng lai. i vi tng cng ty bo him Vit Nam: tng cng ty bo him - Tng cng ty nn trao vn cho cc cng ty thnh vin, ph bo him gc c gi li. t cng ty Bo him Bc Giang c th s dng ngun vn u t vo cc d n kinh doanh khc trong a bn tnh c ch ng hn, nng cao hiu qu kinh doanh. - Tng cng ty nn tp trung u t vo cc sn phm mi vi mc ph thp ph hp vi iu kin ca vng nng thn vng su nh a bn tnh Bc Giang. - Cc chnh sch: lng, thng, hoa hng cho i l, cn b cng nhn vin c tt hn, khuyn khch h lm vic hiu qu, yn tm vi ngh nghip trnh c s li ko t cc i th cnh tranh c bit l cc i l, t vn vin.

53

Chuyn tt nghip Kt lun M rng th trng nng cao hiu qu kinh doanh l mc ch ca cc doanh nghip. Doanh nghip s khng tn ti v pht trin n nh nu khng tin hnh cc hot ng m rng th trng tm hng i thch hp cho mnh trong kinh doanh. ti "Cc gii php marketing ng b nhm nng cao hiu qu kinh doanh ca cng ty Bo him nhn th Bc Giang" nu ra h thng c s l lun v th trng, nh gi cng tc m rng th trng ca cng ty, tnh hnh kinh doanh. Trn c s a ra mt s gii php kin ngh nhm nng cao hiu qu hot ng marketing ti cng ty. Song vi trnh hn ch v thi gian c hn. Nn bi vit ca em s khng trnh khi nhng thiu st, nh gi xui chiu. Em rt mong nhn c s gp ca cc thy c gio v cc bn sinh vin trong khoa Kinh doanh thng mi. Mt ln na, em xin chn thnh cm n c gio Phm Thu Hng cng cc c ch, anh ch trong cng ty Bo him nhn th Bc Giang tn tnh gip hng dn em hon thnh chuyn ny.

54

Chuyn tt nghip

Ti liu tham kho 1. Marketing thng mi - PGS.TS. Nguyn Bch Khoa - i hc thng mi 2. Marketing trong hot ng khai thc bo him - NXB Thng k, H Ni 2004. 3. Tp ch bo him nh k - Cng ty bo him. 4. Marketing cn bn - Trng i hc Kinh t Quc dn.

55