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Hot ng Marketing ti Ngn hng Thng mi c phn Ngoi thng Vit Nam

Phm Vn Phi
Trng i hc Kinh t Lun vn ThS. ngnh: Qun tr kinh doanh; M s: 60 34 05 Ngi hng dn: PGS.TS. V Phng Tho Nm bo v: 2012
Abstract. Nghin cu nhng vn l lun chung marketing dch v ti chnh ni chung, marketing ngn hng ni ring v cc hot ng marketing ngn hng. Nghin cu cc hot ng marketing ti ngn hng Thng mi c phn (TMCP) Ngoi thng Vit Nam t nm 2007 n nay. Nghin cu hot ng marketing ca cc i th cnh tranh chnh, t phn tch, so snh cc hot ng marketing ca cc i th rt ra bi hc kinh nghim p dng vo ngn hng TMCP Ngoi thng Vit Nam. Keywords. Qun tr kinh doanh; Ngn hng; Marketing; Ngn hng thng mi Content M U 1. Tnh cp thit ca ti. Nn kinh t th gii bt u chuyn sang giai on mi - kinh doanh c tnh ton cu v bn cht ca nn kinh t tng lai v ang chuyn sang nn kinh t dch v to ra gi tr gia tng nhiu hn. iu ny thc y ngnh dch v ti chnh - ngn hng cng phi c nhng thay i ng k ph hp vi tin trnh pht trin ca x hi. Trong iu kin mi trng cnh tranh ngy cng m rng, lut l ngy cng c ni lng, s can thip ca Chnh ph ngy cng gim bt, mc cnh tranh gia cc t chc cung cp dch v ti chnh - ngn hng ngy cng gia tng cng vi vic khch hng s dng dch v do cc ngn hng ngy cng trng thnh hn. V th, bt k t chc no hot ng trong mi trng u phi s dng cc cng c marketing vo hot ng kinh doanh ca mnh. Cng vi qu trnh hi nhp quc t, c bit sau khi Vit Nam gia nhp T chc thng mi th gii (WTO) th mc cnh tranh cng tr nn gay gt gia cc ngn hng trong nc v gia cc ngn hng trong nc vi cc ngn hng nc ngoi, nht l cc ngn hng ln n t cc nc c nn kinh t pht trin nh M, Anh, Php, c, Nht, i Loan, Singapore... Do , mun tn ti v pht trin th vic gi c khch hng hin ti ng thi thu ht c nhng khch hng mi l vn c bit quan trng i vi mt t chc kinh doanh trong lnh vc ti chnh - ngn hng. Ngn hng Thng mi c phn Ngoi thng Vit Nam (Vietcombank) l mt trong nhng ngn hng ln, c b dy lch s pht trin ti Vit Nam nhiu nm qua. Mc d cc chin lc, chnh sch marketing ngn hng c Vietcombank quan tm ch trng nhng hin nay hiu qu ca hot ng ny em li cha tng xng vi tim nng vn c ca n. Bn cnh , gi y Vietcombank cn phi i mt vi mi e do n t cc ngn hng nc ngoi vn lin tc gia tng khng ch v cng ngh, vn, qun tr, sn phm m cn v cch thc tho mn cc nhu cu ca khch hng. Hng lot cc vn c lin quan ti marketing nh khch hng, th trng, sn phm i hi phi c gii quyt v phng din l lun v thc tin nhm ci thin tnh hnh,

nng cao kh nng p ng nhu cu ca khch hng. Vi nhn thc tc gi chn Hot ng Merketing ti ngn hng Thng mi c phn Ngoi thng Vit Nam lm ti lun vn tt nghip ca mnh, vi mong mun c mt ci nhn ton cnh v thc trng marketing ti Vietcombank, nh gi y hn nhng tc ng ca hot ng marketing n vic p ng nhu cu ca khch hng, t a ra nhng gii php nhm y mnh hot ng marketing cng nh s dng hiu qu cc cng c marketing tho mn nhu cu khch hng, bin hot ng marketing thc s tr thnh mt li th cnh tranh gp phn vo s pht trin bn vng ca ngn hng. 2. Tnh hnh nghin cu. Nghin cu l lun v marketing dch v ti chnh c cp n trn th gi cng nh ti Vit Nam t rt sm thng qua cc tc phm ca cc tc gi nh: David L. Kurtz (2008), Principles of Contemporary Marketing; Nguyn Th Hin (1999), Marketing dch v ti chnh; Trnh Quc Trung (2008), Marketing ngn hng... Thc t ti Vit Nam c mt s ti nghin cu v lnh vc kinh doanh dch v ti chnh - ngn hng ti mt s ngn hng v mt s kha cnh khc nhau. Tuy nhin cho n nay vn cha c mt cng trnh nghin cu no xem xt tht s nghim tc v y v hat ng marketing ti Vietcombank. y l ti u tin i su nghin cu lnh vc ny. 3. Mc ch v nhim v nghin cu. * Mc ch nghin cu: Tm kim cc gii php nhm y mnh hot ng marketing thch nghi, ci thin v th cnh tranh v nng cao hiu qua kinh doanh ti ngn hng Thng mi c phn (TMCP) Ngoi thng Vit Nam. * Nhim v nghin cu: Nghin cu nhng vn l lun chung marketing dch v ti chnh ni chung, marketing ngn hng ni ring v cc hot ng marketing ngn hng. Nghin cu cc hot ng marketing ti ngn hng TMCP Ngoi thng Vit Nam t nm 2007 n nay. Nghin cu hot ng marketing ca cc i th cnh tranh chnh, t phn tch, so snh cc hot ng marketing ca cc i th rt ra bi hc kinh nghim p dng vo ngn hng TMCP Ngoi thng Vit Nam. 4. i tng v phm vi nghin cu * i tng nghin cu: Cc hot ng marketing ti ngn hng TMCP Ngoi thng Vit Nam. * Phm vi nghin cu: Cc hot ng, chnh sch marketing ti ngn hng TMCP Ngoi thng Vit Nam t nm 2007 - 2011. 5. Phng php nghin cu. Lun vn s dng phng php duy vt bin chng v duy vt lch s ca ch ngha Mc Lnin lun gii cc khi nim, chnh sch marketing. Ngoi ra, lun vn cn s dng mt s phng php khc nh phn tch tng hp, din gii, quy np, so snh Do hn ch khch quan mang tnh ngnh ngh nn lun vn ch yu s dng phng php iu tra phn tch. Da trn cc s liu thng k, bo co ca ngn hng TMCP Ngoi thng Vit Nam, sau khi dng phng php phn tch s b, cn c trn kt qu phn tch tin hnh iu tra v ra kt lun cng nh xut nhng gii php cn thay i kin ton cho cng tc marketing ngn hng. Ngun d liu s dng l nhng d liu th cp v s cp. 6. Nhng ng gp mi ca lun vn. - H thng ho nhng nt c bn v hot ng marketing ti ngn hng TMCP Ngoi thng Vit Nam. - Phn tch, nh gi thc trng hot marketing ti ngn hng TMCP Ngoi thng Vit Nam.

- Tm kim cc gii php s dng hiu qu cc cng c marketing - mix cng nh vic trin khai thc hin phc v cho vic p ng nhu cu khch hng, ci thin v tr cnh tranh v nng cao hiu qu kinh doanh. 7. Kt cu lun vn. Ngoi phn m u v kt lun lun vn gm 3 chng: Chng 1. Mt s vn l lun chung v hot ng marketing ti ngn hng thng mi. Chng 2. Thc trng hot ng marketing ti ngn hng TMCP Ngoi thng Vit Nam thi k 2007 - 2011. Chng 3. Mt s gii php y mnh hot ng marketing ti ngn hng TMCP Ngoi thng Vit Nam trong thi k 2012 - 2015. CHNG 1 MT S VN L LUN CHUNG V HOT NG MARKETING TI NGN HNG THNG MI 1.1. KHI NIM, C IM V VAI TR CA HOT NG MARKETING TI NGN HNG THNG MI. 1.1.1. Khi nim, c im hot ng kinh doanh ca cc ngn hng thng mi. C nhiu nh ngha v ngn hng, Lut cc t chc tn dng ca nc Cng ho X hi ch ngha Vit Nam: Hot ng ngn hng l hot ng kinh doanh tin t v dch v ngn hng vi ni dung thng xuyn l nhn tin gi v s dng s tin ny cp tn dng v cung ng cc dch v thanh ton. 1.1.2. Khi nim, c im ca marketing ngn hng. 1.1.2.1. Khi nim marketing ngn hng. C nhiu quan nim v marketing ngn hng, ng gc v thi gian khc nhau xut hin cc quan nim khc nhau. Trong cun Marketing dch v ti chnh ca Tin s Nguyn Th Minh Hin nu mt s khi nim tiu biu: Th nht: Marketing ngn hng l phng php qun tr tng hp da trn c s nhn thc v mi trng kinh doanh. Th hai: Marketing ngn hng l ton b nhng n lc ca ngn hng nhm tho mn nhu cu ca khch hng v thc hin mc tiu li nhun. Th ba: Marketing ngn hng l trng thi tinh thn ca khch hng m ngn hng phi tho mn hay l vic tho mn nhu cu ca khch hng. Th t: Marketing ngn hng l ton b qu trnh t chc v qun l ca mt ngn hng, t vic pht hin ra nhu cu ca cc nhm khch hng chn v tho mn nhu cu ca h bng h thng cc chnh sch bin php nhm t mc tiu li nhun d kin. Th nm: Marketing ngn hng l mt tp hp cc hnh ng khc nhau ca ch ngn hng nhm hng mi ngun lc hin c ca ngn hng vo vic phc v tt hn nhu cu khch hng. Th su: Marketing ngn hng l mt chc nng ca hot ng qun tr nhm hng cc sn phm dch v ngn hng phc v nhng nhm khch hng chn. 1.1.2.2. c im ca marketing ngn hng. Marketing ngn hng l mt loi hnh marketing chuyn ngnh c hnh thnh trn c s vn dng ni dung, phng chm, nguyn tc, k thut, quan im ca marketing hin i vo hot ng ngn hng. Nhng n c nhng c im ring bit, th hin qua cc c trng sau: Th nht, l loi marketing dch v ti chnh. Th hai, l loi hnh marketing hng ni. Th ba, loi hnh marketing quan h. 1.1.3. Vai tr ca hot ng marketing ti cc ngn hng thng mi. 1.1.3.1. Tham gia vo vic gii quyt nhng vn kinh t c bn ca hot ng kinh doanh ngn hng. 1.1.3.2. Cu ni gn kt hot ng ca ngn hng vi th trng. 1.1.3.3. Gp phn to v th cnh tranh ca ngn hng.

1.2. NI DUNG HOT NG MARKETING TI CC NGN HNG THNG MI. 1.2.1. Xy dng k hoch hot ng marketing. 1.2.1.1. S cn thit phi xy dng k hoch hot ng marketing hng nm. Do chin lc marketing thng c khung thi gian ln hn mt nm nn vic thit k cc k hoch thng k qun l cc hot ng marketing l rt hu ch, m bo cho chin lc t c mc tiu. Phng php tip cn xy dng chin lc v cc dng chin lc. Chin lc marketing theo chu k sng ca sn phm; Chin lc marketing theo v th cnh tranh; Chin lc marketing p ng th trng. 1.2.1.2. Ni dung c bn ca xy dng k hoch hot ng marketing. Lp k hoch Marketing l cn thit trong vic xc nh cc mc tiu i vi sn phm, th trng v hot ng. ng thi l c s trin khai cc chin lc lin quan ti cc th trng, marketing hn hp. Phn on th trng. Phn on th trng theo nhm khch hng. C th chia th trng ngn hng thnh on th trng c nhn v th trng doanh nghip. Phn on th trng theo sn phm, dch v. - Hot ng kinh doanh tin t. - Dch v ngn hng. La chn on th trng mc tiu. L on th trng bao gm cc khch hng c nhu cu sn phm dch v ln nht m ngn hng c kh nng p ng tt hn cc i th cnh tranh v t c cc mc tiu ca ngn hng. M hnh xc nh th trng mc tiu c cc ngn hng s dng. Cc yu t ni lc ngn hng

im mnh Chuyn i S

im yu

Cc yu t bn ngoi ngn hng

M hnh 1.1: M hnh phn tch SWOT. ph [Ngun: Gio trnh marketing ngn hng] C hi: c hiu l bt c mt yu t no ca mi trng bn ngoi c th to ra cc iu kin mang li li th cho ngn hng. Thch thc: c hiu l bt c s thay i no ca mi trng c th gy kh khn cn Chuy n c i ngn hng. tr cho hot ng kinh doanh v hn ch s thnh cng a im mnh: c xem l bt c mt k nng c bit hay kh nng cnh tranh ca mt ngn hng. l h i ng mt hn ch ca Thch thngn c im yu: c hiu n giC n nh bn thn hng trong vic thc hin cc mc tiu c th. Phi hp s dng cng c marketing - mix. Xut pht t nhng c tnh ca sn phm dch v ngn hng, ta phi pht trin thnh m hnh gm 7P, l: Product - Sn phm dch v: Sn phm dch v l yu t quyt nh n tn tui v du n ca ngn hng trong tm tr khch hng.

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Price - Gi c: Gi ca sn phm dch v ngn hng l s tin m khch hng phi tr c quyn s dng cc sn phm dch v do ngn hng cung cp. Place - Knh phn phi: Phn phi trong ngn hng c hai knh chnh: Knh phn phi truyn thng v knh phn phi hin i (M hnh 1.2).

M hnh 1.2: Cc knh phn phi ca ngn hng. [Ngun: Gio trnh marketing ngn hng] Promotion - Xc tin hn hp: t c cc mc tiu xc nh, b phn marketing ca ngn hng thng trin khai chin lc xc tin hn hp: Qung co; Khuyn mi; Marketing trc tip; Quan h cng chng (PR); v Giao dch c nhn. People - Con ngi: Ti sn ln nht ca cc cng ty ngy nay khng phi l lu i hay cng xng m n nm trong v no ca nhn vin. Process - Quy trnh: Sn phm mi s c nh gi cao khi cc khu c chun ha v c thc hin bi bn, gii quyt nhanh chng hiu qu. Physical Evidences - Bng chng vt cht: Bng chng vt cht ca mt sn phm dch v l mt yu t quan trng n khch hng t nim tin vo cht lng ca dch v . Xc nh ngn sch. Hoch nh ngn sch cho hot ng marketing c ngha quan trng v sng cn i vi vic qun l hot ng marketing. 1.2.2. T chc thc hin. 1.2.2.1. Cc dng m hnh t chc b my hot ng marketing ngn hng. Kiu t chc khng thnh lp b my hot ng marketing trong m hnh t chc ca ngn hng. Theo kiu t chc ny, cc hot ng marketing ngn hng c thc hin phn tn nhiu b phn khc nhau th hin qua m hnh 1.3.

Hi ng qun tr

Ban gim c

Phng hnh chnh nhn s

Phng k ton

Phng ngun vn

Phng tn dng

Xy dng chng trnh

Tuyn truyn qung co

Nghin cu khch hng

Pht trin sn phm mi

M hnh1. 3: M hnh t chc ca ngn hng khng thnh lp b my hot ng marketing. [Ngun: Gio trnh marketing ngn hng] Kiu t chc thnh lp b my hot ng marketing c lp trong m hnh t chc ca ngn hng. Xut pht t i hi khch quan ca hot ng ngn hng v vai tr ca marketing i vi hot ng ngn hng trong kinh doanh hin i.
Hi ng qun tr

Ban gim c

Phng Hnh chnh-Nhn s

Phng K ton

Phng Ngun vn

Phng Tn dng

Phng Marketing

Theo chc nng

Theo sn phm

Theo khu vc a l

M hnh 1.4: T chc thnh lp b my hot ng marketing c lp trong m hnh t chc ngn hng. [Ngun: Gio trnh marketing ngn hng] Ngn hng thng s dng ba cch t chc: Th nht: T chc b my hot ng marketing theo chc nng:

Gim c Marketing

Phng Nghin cu th trng

Phng Xy dng chin lc Marketing

M hnh 1.5: T chc b my hot ng marketing theo chc nng. [Ngun: Gio trnh marketing ngn hng] Th hai: B my hot ng marketing theo sn phm dch v:
Gim c Marketing

Phng Nghin cu sn phm dch v

Phng Gi

Phng Chm sc khch hng

Phng Thng tin, tuyn truyn, qung co

Phng Kim tra

Phng Nghin cu th trng

Phng Xy dng chin lc Marketing

Phng Nghin cu sn phm dch v Dch v tn thc

Phng Gi

Phng Chm sc khch hng

Phng Thng tin, Tuyn truyn, qung co

Phng Kim tra

Dch v tn dng

Dch v u t

Dch v khc

M hnh 1.6: T chc b my hot ng marketing sn phm dch v. [Ngun: Gio trnh marketing ngn hng] Th ba: T chc b my hot ng marketing theo khu vc a l: 1.2.2.2. Cn c, phng php la chn c cu t chc b my qun l. Trn thc t v ang s dng nhiu m hnh t chc b phn marketing khc nhau tu thuc vo s la chn ca cc t chc. Vic quyt nh m hnh t chc b phn marketing ca ngn hng phi cn c trn tnh hnh thc t a ra nhng quyt nh ph hp. 1.2.3. Kim tra nh gi kt qu hot ng marketing ngn hng. Nhim v ca b phn Marketing l lp k hoch, t chc thc hin v kim tra. 1.2.3.1. Mc ch, yu cu ca kim tra marketing ngn hng. Mc ch kim tra marketing ngn hng l o lng, nh gi mt cch khoa hc qu trnh thc hin cc mc tiu marketing xc nh. Vic kim tra marketing ngn hng cn phi thng nht v m bo cc yu cu sau: - Qu trnh kim tra phi da trn c s nhng ngun thng tin; - Phi hp cc k thut v phng thc kim tra; - Kin tra phi ch r nhng kt qu, thnh tch t c, cng nh nhng yu km v nguyn nhn ca n; - Sau kim tra phi c kin ngh v bin php x l c th; - i ng cn b kim tra phi l nhng ngi am hiu v lnh vc marketing ngn hng. 1.2.3.2. Ni dung kim tra marketing ngn hng. Kim tra vic thc hin cc mc tiu. Kim tra kh nng thch ng ca hot ng marketing. Kim tra ton din chin lc marketing ngn hng.

CHNG 2 THC TRNG HOT NG MARKETING TI NGN HNG TMCP NGOI THNG VIT NAM THI K 2007 2011 2.1. KHI QUT CHUNG V NGN HNG TMCP NGOI THNG VIT NAM. 2.1.1.Gii thiu chung v Ngn hng TMCP Ngoi thng Vit Nam. 2.1.1.1. Lch s hnh thnh v pht trin ngn hng TMCP Ngoi thng Vit Nam. Ngy 01 thng 04 nm 1963, Ngn hng Ngoi thng Vit Nam c thnh lp theo Quyt nh s 115/CP do Hi ng Chnh ph ban hnh ngy 30 thng 10 nm 1962 trn c s tch ra t Cc qun l ngoi hi trc thuc Ngn hng Trung ng (nay l Ngn hng Nh nc). Ngy 21 thng 09 nm 1996, Thng c Ngn hng Nh nc k Quyt nh s 286/QNH5 v vic thnh lp li Ngn hng Ngoi thng theo m hnh Tng cng ty 90, 91. Ngn hng TMCP Ngoi thng Vit Nam chnh thc hot ng ngy 02/6/2008 sau khi thc hin thnh cng k hoch c phn ho thng qua vic pht hnh c phiu ln u ra cng chng ngy 26/12/2007. Vietcombak gm: gn 400 chi nhnh, phng giao dch; 03 cng ty con ti Vit Nam; 01 cng ty con ti Hng Kng, 04 cng ty lin doanh, 03 cng ty lin kt, 01 vn phng i din ti Singapore. Bn cnh , Vietcombank cn pht trin mt h thng Autobank vi hn 11.300 my ATM v im chp nhn thanh ton th (POS) trn ton quc. Thc hin phng chm Tng tc - An ton - Hiu qu - Cht lng, Vietcombank lin tc khng nh v th l mt ngn hng c truyn thng lu i, hng u ti Vit Nam v nh hng ngy cng tng trn trng quc t. 2.1.1.2. C cu t chc v sn phm dch v ca ngn hng TMCP Ngoi thng Vit Nam. C cu t chc

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Trung tm th Tng hp & Phn tch Chin lc Quan h cng chng Trung tm o to Chnh sch & SP bn l Qun l bn Sn phm bn l Trung tm dch v khch hng

Qun l Kinh doanh vn Ti tr thng mi Trung tm thanh ton Tc nghip kinh doanh vn

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Cng ty Vinafico Hongkong Vn phng i din Singapore Cty chuyn tin Vietcombank

Cng ty lin doanh Cng ty lin kt

S 2.1: M hnh t chc Vietcombank.

2.1.2. c im hot ng kinh doanh. 2.1.2.1. Danh mc sn phm, dch v v lnh vc kinh doanh. - Hot ng huy ng vn. - Hot ng tn dng. - Hot ng dch v: 2.1.2.2. i tng khch hng. Vietcombank lun l s la chn hng u cho cc tp on ln, cc doanh nghip trong v ngoi nc cng nh ca gn 6 triu khch hng c nhn. 2.1.2.3. c im cnh tranh. Hot ng thanh ton XNK v Kinh doanh ngoi t. Nm 2011, doanh s thanh ton XNK qua Vietcombank t 38,8 t USD tng 25.5% so vi nm trc, chim th phn 19.2% c nc. c bit, doanh s thanh ton xut khu qua Vietcombank tng 32.3% so vi nm 2010, chim 22.6% th phn c nc. Doanh s mua bn ngoi t mc xp x 34,5 t USD. Hot ng u t, kinh doanh vn. Tnh n ngy 31/12/2011, tng vn u t hp nht ca Vietcombank l 2,826 t ng chim 13.9% vn iu l. Tng thu nhp t hot ng u t nm 2011 t 1,003 t ng, tng 104.0% so vi nm 2010, vt 144.0% k hoch. C cu u t a dng: Lnh vc ti chnh ngn hng v dch v h tr chim t trng 67.50%, bo him 12.88%, cho thu vn phng bt ng sn 12.11%, u t khc 7.51%. Bng 2.1: Gp vn lin doanh ca Vietcombank ti 31/12/2011. Ngnh kinh T l vn Gi gc Gi tr ghi s n v doanh gp (%) (tr. ng) (tr. ng) Cng ty TNHH Vietcombank - Cho thu 52 276,067 319,972 Bonday- Bn Thnh Vn phng Cng ty Lin doanh Qun l qu Qun l qu 51 28,050 42,681 Vietcombank u t Cng ty TNHH Bo him nhn Bo him 45 270,000 283,639 th Vietcombank Cardiff nhn th Tng cng 574,117 646,292 [Ngun: Bo co ti chnh Vietcombank nm 2011] Hot ng kinh doanh th, ngn hng in t. Trong nm 2011, Vietcombank pht hnh c hn 1 triu th cc loi, gp gn 1.5 ln so vi ch tiu k hoch. Doanh s s dng v thanh ton th u tng trng rt mnh. Doanh s s dng th tn dng quc t t 4,624 t ng, tng 48%. c bit, doanh s thanh ton th quc t ca Vietcombank t gn 1 t USD, tng 30.4% so vi nm 2010 v chim p o trn 50% th phn trong h thng ngn hng. Tuy nhin, trong thc t h thng th Vietcombank cn nhiu hn ch. Hot ng dch v ngn hng bn l. Giai on t 2008 - 2011, mi u tng thm c hn 800,000 khch hng. Huy ng vn c nhn tnh n cui nm 2011 t kt qu rt kh quan vi 121,587 t ng, tng 23.0%, chim th phn khong 14% ca ton h thng. Tn dng th nhn tnh n 31/12/2011 gn 21,000 t ng, tng 8.0% so vi nm 2010. Cng tc An sinh X hi. Nm 2011, Vietcombank dnh hn 100 t ng cho cc chng trnh an sinh x hi ln. 2.1.2.4. Quy m hot ng kinh doanh. Ngun vn ch s hu. n v: t ng

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Biu 2.1: Vn ch s hu ca Vietcombank. [Ngun: Bo co ti chnh Vietcombank t nm 2007 - 2011] Bng 2.2: Vn ch s hu ca mt s ngn hng thng mi Vit Nam. n v: triu ng Ngn hng Nm 2010 Nm 2011 NH TMCP Ngoi thng Vit Nam 20,736,729 28,638,696 NH u t v pht trin Vit Nam 24,219,730 24,390,455 NH TMCP Cng thng Vit Nam 18,200,546 28,490,896 NH TMCP K thng Vit Nam 9,389,161 12,515,802 NH TMCP Si gn thng tn 13,633,109 14,224,098 NH TMCP chu Vit Nam 11,376,757 11,959,092 (Ngun: Bo co ti chnh ca cc ngn hng nm 2010, 2011) T l an ton vn ti thiu. Bng 2.3: H s an ton vn CAR qua cc nm 2007 - 2011. Nm 2007 Nm 2008 Nm 2009 Nm 2010 Nm 2011 H s CAR 9.20% 8.90% 8.11% 9.00% 11.14% (Ngun: Bo co thng nin Vietcombank t nm 2007 - 2011) Mng li hot ng. Bng 2.4: S lng chi nhnh qua cc nm 2007 - 2011. 2007 2008 2009 2010 2011 S lng chi nhnh. 59 63 70 72 77 (Ngun: Bo co thng nin Vietcombank t nm 2007 - 2011) 2.1.2.5. c im ngun lc. Hot ng huy ng vn. Bng 2.5: Nng lc huy ng vn. n v: t ng Thc hin So vi nm 2010 Ch tiu 2009 2010 2011 Tuyt i % 1.Tng ti sn 255,496 307,621 366,722 59,101 19.21

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2. Huy ng vn 230,486 274,369 313,846 39,477 14.39 -Lin ngn hng 61,414 69,613 86,829 17,216 24.73 -Nn kinh t 169,072 204,756 227,017 22,261 10.87 Theo i tng -T chc kinh t 90,217 104,590 105,430 840 0.80 -Dn c, i tng 78,855 100,166 121,587 21,421 21.39 khc [Ngun: bo co ti chnh Vietcombank t nm 2009 - 2011] - Th phn huy ng vn: Hin nay th phn huy ng vn Vietcombank tng i ln chim 12% tng huy ng vn ton ngnh ngn hng. - Thc trng mc tng huy ng vn: Vn huy ng nm 2011 t 313,846 t ng, tng 14,39% so vi nm 2010 cao hn tc tng trng ton h thng (khong 11%). Mc d tng vn huy ng nm 2011 l tng nhng huy ng t cc t chc kinh t (TCKT) t 105,430 t ng, ch tng 0,80 % so vi nm 2010. Vn huy ng t dn c t 121,587 t ng, tng 21,39 % . n v: triu ng

Biu 2.2: C cu huy ng vn ca Vietcombank nm 2011. [Ngun: Bo co ti chnh Vietcombank nm 2011] So snh kh nng huy ng vn trong nm 2010 v 2011 gia Vietcombank vi hai ngn hng Vit Nam c quy m tng ng l ngn hng u t v Pht trin Vit Nam (BIDV) v ngn hng TMCP Cng thng Vit Nam (Vietin bank): Bng 2.6: Tin gi khch hng nm 2010, 2011. n v: triu ng Tng trng (%) Nm 2010 Nm 2011 10.87 Vietcombank 204,755,949 227,016,854 -1.71 244,700,635 240,507,629 205,918,705 257,273,708 24.94 [Ngun: Bo co thng nin 03 ngn hng nm 2010 - 2011] Theo bng trn, Vietin bank c tc tng trng ln hn so vi 2 ngn hng c cng quy m, tc tng trng l 24.94%. Tin gi khch hng phn loi theo i tng khch hng (bng 2.7). Bng 2.7: Tin gi khch hng phn loi theo i tng nm 2011. n v tnh: triu ng Vietcombank BIDV Vietin bank Cc t chc kinh t 105,430,066 82,292,416 109,146,422 BIDV Vietin bank

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T trng (%): 46.44 34.22 42.42 C nhn 121,586,788 128,798,223 131,303,286 T trng (%): 53.56 53.55 51.04 i tng khc 0 29,416,990 16,824,000 T trng (%): 0 12.23 6.54 Tng cng 227,016,854 240,507,629 257,273,708 [Ngun: Bo co thng nin 03 ngn hng nm 2011] Kh nng huy ng t cc t chc kinh t th Vietcombank vi t trng 46.44% nhnh hn BIDV v Vietinbank, cn v i t ng khc th BIDV li ni tri hn so vi hai ngn hng cn li. - H s n by huy ng vn: H s n by huy ng vn l t l so snh gia tng ti sn n vi vn ch s hu. Pht trin tn dng. Tnh n ngy 31/12/2011, d n tn dng t 209,417,633 triu ng, tng 18.44% so vi thi im 31/12/2010. Mc d d n cho vay vn tng hng nm, nhng tc tng trng hng nm u gim. Bng 2.8: Tnh hnh d n v tc tng trng tn dng 2008 - 2011. Ch tiu Nm 2008 Nm 2009 Nm 2010 Nm 2011 D n (t VND) 112,793 141,621 176,814 209,418 Tc tng trng tn dng 25.56% 24.85% 18.44% so vi nm trc. [Ngun: Bo co thng nin Vietcombank 2008 - 2011] Th phn cho vay c duy tr 8.1% so vi ton ngnh. Tc tng trng tn dng ca nm 2011 tng so vi nm 2010 l 18.44%, p ng c cc quy nh ca Ngn hng Nh nc. Bng 2.9: T l d n cho vay/huy ng vn t nn kinh t cc nm t 2007 - 2011. 2007 2008 2009 2010 2011 T l d n/huy ng vn 67.42% 70.50% 83.57% 84.88% 86.68% [Ngun: Bo co thng nin Vietcombank nm 2007-2011] Bng 2.10: C cu cho vay theo i tng nm 2010 - 2011. n v: triu ng Tng trng i tng Nm 2010 Nm 2011 Tuyt i T l % Doanh nghip NN 61,249,054 55,775,069 - 5,473,985 - 8.94 Cng ty TNHH 32,851,968 38,452,780 5,600,812 17.05 Doanh nghip c vn u 9,744,238 12,892,737 3,148,499 32.31 t nc ngoi HTX v C.Ty t nhn 6,510,681 4,411,825 - 2,098,856 - 32.24 C nhn 18,709,093 20,872,890 2,163,797 11.57 Khc 47,748,872 77,012,332 29,263,460 61.29 Tng d n 176,813,906 209,417,633 [Ngun: Bo co thng nin Vietcombank nm 2010, 2011] Ta thy cc khon cho vay ca Vietcombank vn tp trung ch yu cho cc doanh nghip nh nc, chim t trng ln nht. iu ny cho thy Vietcombank vn mang tnh cht ca mt ngn hng nh nc.

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Theo Quyt nh 493 v Quyt nh 18, d phng c th cho ri ro c trit khu vi cc h s p dng cho tng nhm n nh sau: T l d phng (%) Nhm 1 - N tiu chun 0 Nhm 2 - N cn ch 5 Nhm 3 - N di tiu chun 20 Nhm 4 - N nghi ng 50 Nhm 5 - N c kh nng mt vn 100 Bng 2.11: Phn loi n nm 2011 ca 03 ngn hng Vit Nam. n v: t ng Vietcombank BIDV Vietinbank Nhm n D n/ tng D n/ tng D n/ tng S d S d S d d n (%) d n (%) d n (%) Nhm 1 174,351 83.26 233,766 58.22 285,213 97.20 Nhm 2 30,809 14.71 32,415 11.82 6,017 2.05 Nhm 3 1,258 0.60 5,244 1.91 1,071 0.36 Nhm 4 653 0.31 420 0.15 220 0.07 Nhm 5 2,347 1.12 2,458 0.90 913 0.31 Tng 209,418 100 274,303 100 293,434 100 [Ngun: Bo co ti chnh ca 03 ngn hng nm 2011] T l n xu sp xp tng dn ca 03 ngn hng ln lt l Vietinbank (0.74%), Vietcombank (2.03%) v BIDV (2.96%). Kh nng sinh li. Hiu qu kinh doanh ca mt ngn hng c phn nh qua nhiu tiu ch khc nhau, kh nng sinh li qua 2 ch tiu ROA v ROE: H s ROA: H s ny ca Vietcombank cng khng chnh lch so vi ngn hng cc nc trong khu vc. n v tnh: %

Biu 2.3: Ch tiu ROA ca Vietcombank t 2007 - 2011. [Ngun Bo co thng nin Vietcombank t 2007 - 2011] H s ROE: Nu so snh vi ngn hng ca cc nc trong khu vc th ROE ca Vietcombank khng c chnh lch nhiu, h s ny ca ngn hng thng mi cc nc lun mc trn 15%. n v tnh: %

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Biu 2.4: Ch tiu ROE ca Vietcombank t 2007 - 2011. [Ngun: Bo co thng nin Vietcombank t 2007 - 2011] C s vt cht k thut (mng cng ngh thng tin). n nay c hn 80% cc nghip v ngn hng, 85% cc giao dch ca Vietcombank vi khch hng c thc hin bng my tnh v thit b hin i. Ngun nhn lc. Bng 2.12: S lng nhn vin qua cc nm 2007 - 2011. n v tnh: ngi 2007 2008 2009 2010 2011 S lng nhn vin 9,190 9,212 10,401 11,415 12,565 (Ngun: Bo co thng nin Vietcombank t nm 2007 - 2011) V th cnh tranh (Uy tn thng hiu). Nm 2011, cng l nm Vietcombank nhn c nhiu gii thng cao qu ca cc c quan, t chc trong nc v quc t nh: Ngn hng cung cp dch v ti tr thng mi tt nht Vit Nam nm 2011 do Tp ch Trade Finance trao tng nm th 4 lin tip (20082011); l nm th 9 lin tip (2003 - 2011) Vietcombank nhn gii thng Thng hiu mnh Vit Nam 2011 2.2. THC TRNG HOT NG MARKETING TI NGN HNG TMCP NGOI THNG VIT NAM THI K 2007 - 2011. 2.2.1. Mc tiu k hoch hot ng marketing thi k 2007 - 2011. Bm st s ch o ca Chnh ph, Ngn hng Nh nc v cc mc tiu kinh doanh trong giai on 2007 - 2011, hot ng marketing t ra cc mc tiu gp phn thc hin thnh cng k hoch vi phng chm Tng tc - An ton - Hiu qu - Cht lng. 2.2.2. Cc hot ng marketing thi k 2007 - 2011. Nghin cu th trng: Vietcombank rt ch trng ti cc hot ng nghin cu, phn on v la chn th trng. Vietcombank tin hnh phn tch nhiu i tng khch hng t chia nh thnh cc nhm khch hng. La chn th trng mc tiu. Phi hp s dng cc cng c marketing - mix. Sn phm dch v - Product: Chin lc sn phm ca Vietcombank c th hin s a dng ha danh mc sn phm v nng cao cht lng sn phm dch v tha mn nhu cu ngy cng cao ca khch hng. Gi c - Price: C th thy, gi c chnh l mt yu t km cnh tranh nht ca Vietcombank. Phn phi - Place: Hin nay knh phn phi ca Vietcombank vn ch yu tp trung vo knh phn phi truyn thng, ngn hng ang bc u xy dng v u t vo cc knh phn phi hin i khc nh h thng my ATM, im chp nhn th POS, ngn hng in t Xc tin - Promotion: Ngn hng ang s dng kh nhiu cc hnh thc xc tin nh qung co, quan h cng chng, marketing trc tip, giao dch c nhn

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Con ngi - People: Nhn chung cc nhn vin u lm vic vi mt thi tch cc, nhit tnh, tc phong chuyn nghip. Bn cnh , vn cn mt s t nhn vin cha nm r v y cc thng tin v cc chng trnh khuyn mi mi, cc sn phm dch v mi ca ngn hng. Ngoi ra, khi c ng khch hng n giao dch, cc nhn vin cha bao qut c dn n tnh trng khch hng phi ch i lu. Process - Quy trnh: Cc dch v ti Vietcombank hu ht u c chun ha theo quy trnh m ngn hng xy dng nhm to tnh ng b v quy chun trong ton b cc hot ng ca ngn hng. Tuy nhin ngn hng vn khng trnh khi mt s hn ch nh quy trnh ca mt s dch v cn rm r, mt nhiu thi gian ca khch hng. Bng chng vt cht - Physical Evidences: Cc bng chng l iu m bt c ngn hng no cng cn c tng uy tn. Trong lnh vc ny, uy tn l ti sn quan trng nht ca mi ngn hng. Trn y l mt s hot ng marketing ca Vietcombank p dng vo thc t ti Vit Nam. 2.3. NH GI KT QU HOT NG MARKETING TI NGN HNG TMCP NGOI THNG VIT NAM THI K 2007 - 2011. 2.3.1. Nhng thnh cng trong hot ng marketing. Trong vng 5 nm gn y, tc tng trng ca Vietcombank lun duy tr mc cao. Tng tai sn tng bnh qun 15% mi nm. V huy ng vn t nn kinh t, mc tng trng bnh qun t 17%, th phn vn ngoi t chim 30 - 40%, vn ni t t 18 - 20%. Vietcombank khng ch m bo tt thanh khon m cn h tr cho mt s ngn hng bn, gp phn m bo an ton thanh khon cho h thng ngn hng. Vietcombank tip tc duy tr v tr s 1 vng chc trong thanh ton XNK chim gn 20% th phn ca c nc. Vietcombank chim 40% th phn pht hnh th quc t, 60% th phn pht hnh th ni a, 50% th phn thanh ton th. 2.3.2. Nhng hn ch trong hot ng marketing. - Trong hot ng kinh doanh ca Vietcombank hin nay, hot ng to ra doanh thu v thu nhp chnh vn l hot ng tn dng (chim 70% tng doanh thu v thu nhp ca ngn hng). T hot ng dch v chim khng qu 30%. - Th phn ca Vietcombank ang b gim. - Rt nhiu cc chi nhnh phi i thu tr s, h tng tr s rt km. - Dch v cn nng v cc dch v ngn hng truyn thng, phng thc giao dch phn ln vn cn trc tip ti quy, trnh cn b cn c nhiu mt hn ch - H thng cng ngh thng tin cn ph thuc vo cht lng dch v ca cc i tc (cht lng ng truyn cha tht s n nh nhng chi ph cao). Mc t ng ha cc dch v cn thp, h thng thng tin cha p ng mt cch tt nht cho cng tc qun tr iu hnh. - v ang xy ra tnh trng chy mu cht xm, c nhiu l do, trong c ch i ng ca Vietcombank. 2.3.3. Cc nhn t nh hng n kt qu hot ng marketing. 2.3.3.1. Cc nhn t khch quan. 2.3.3.2. Nhn t ch quan. CHNG 3 MT S GII PHP Y MNH HOT NG MARKETING TI NGN HNG TMCP NGOI THNG VIT NAM THI K 2012 - 2015

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3.1. NH HNG CHIN LC KINH DOANH CA NGN HNG TMCP NGOI THNG VIT NAM. 3.1.1. D bo pht trin ca ngnh. Theo quyt nh 112/2006/Q-TTg ngy 24 thng 05 nm 2006 ca Th tng Chnh ph v vic ph duyt n pht trin ngnh ngn hng n nm 2010 v nh hng n nm 2020. Nhng c hi ca Vietcombank. Nhng thch thc ca Vietcombank. 3.1.2. nh hng chin lc kinh doanh ca Ngn hng TMCP Ngoi thng Vit Nam n nm 2015. 3.1.2.1. nh hng chin lc kinh doanh la chn. - t ph mnh trong huy ng vn. - Tng trng trong hot ng kinh doanh i i vi vic bo m tun th cc gii hn an ton trong hot ng ngn hng. - Tip tc c cu li t chc theo m hnh khi ti HSC cng nh chuyn ha c cu t chc ca cc chi nhnh. - Tip tc i mi, hin i ha cng ngh nhm p ng yu cu ngy cng cao ca khch hng v h tr cng tc qun tr, iu hnh. - y mnh cc quan h i ngoi, thc hin tt thng tin tuyn truyn v hnh nh, thng hiu v sn phm. 3.1.2.2. Mc tiu tng qut ca Vietcombank n 2015. - Xy dng Vietcombank thnh mt Tp on ti chnh a nng c quy m ng trong s 70 tp on ti chnh ln nht Chu vo giai on 2015 - 2020, c phm vi hot ng khng nhng trong nc m c ti cc tht trng ti chnh th gii. Vi tc tng trng d kin 15%/nm, Vietcombank s c quy m trn 30 t USD v vn ch s hu cn c khong 2,0 - 2,25 t USD vo nm 2015. - Tip tc i mi v hin i ha ton din mi mt hat ng.. - Tranh th thi c, pht huy li th sn c, m rng lnh vc hot ng. - Xc nh hot ng NHTM l ct li, ch yu, va pht trin bn bun va y mnh bn l, tip tc y mnh mng li trong nc - a dng ha hot ng kinh doanh. - Tng cng nng lc qun tr iu hnh v hin i ha cng ngh ngn hng. - ng dng nn tng cng ngh hin i, tin tin nht p ng nhu cu ngy cng cao ca qun tr cng nh cc sn phm tin ch. - Pht trin ngun nhn lc cht lng cao thng qua vic tuyn dng, o to b tr, sp xp v khuyn khch nhn ti. 3.1.3. Yu cu i vi hot ng marketing thi k 2012 - 2015. - Tip tc nghin cu, p dng cc sn phm trn nn tng cng ngh cao. - Tng cng cng tc chm sc khch hng. a dng ho i tng khch hng. - Gi vng th mnh hot ng kinh doanh ngoi hi, th phn thanh ton XNK. - M rng mng li bn l, tng cng hot ng ngn hng in t. - Duy tr tng trng, gi th phn v kinh doanh th. - y mnh cc hot ng truyn thng, i ngoi, ti nh v thng hiu v ch ng tham gia cng tc an sinh x hi. 3.2. MT S GII PHP Y MNH HOT NG MARKETING TI NGN HNG TMCP NGOI THNG VIT NAM THI GIAN TI. 3.2.1. Nng cao nng lc qun l ca cn b lnh o. Xy dng c ch kinh doanh hu hiu. Vietcombank hot ng vi mng li rng khp, nhiu mc khc nhau nn qun

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l rt phc tp. Vietcombank cn xy dng c ch kinh doanh mi nng cao nng lc qun tr iu hnh, c th: Th nht, c ch chnh sch kinh doanh. Th hai, c ch kch thch. Th ba, c ch rng buc. Th t, c ch phn phi thu nhp. Th nm, c ch qun l ti sn. p dng cng c qun l hin i theo thng l quc t. Vietcombank cn trin khai thc hin p dng cc cng c qun l hin i: - Xy dng mt h thng t ng ho ti a kh nng kim tra, kim sot bng h thng my vi tnh. - Xy dng cc h thng phn tch ri ro trong lnh vc tn dng, thanh ton, thanh khon, cng ngh. 3.2.2. Ci tin cng tc xy dng k hoch hot ng marketing. Sau y l cc ng gp hon thin chin lc marketing tng th cho Vietcombank da trn nhng phn tch ngnh, mi trng kinh doanh cng nh da trn chin lc kinh doanh v nng lc thc t ca ngn hng. 3.2.2.1. Phn on th trng. Tiu thc phn on v tin hnh phn on: Theo nhm khch hng: gm nhm khch hng doanh nghip v nhm khch hng c nhn. Theo nhu cu s dng sn phm dch v ca khch hng: cc nhm khch hng c hot ng tn dng v nhm khch hng s dng cc dch v khc nh thanh ton xut nhp khu, kinh doanh ngoi t Phn tch cc on th trng: i vi nhm khch hng l doanh nghip. i vi nhm khch hng c nhn. 3.2.2.2. La chn th trng mc tiu. nh gi mc hp dn ca cc on th trng chn: on th trng khch hng doanh nghip. on th trng khch hng c nhn. 3.2.2.3. La chn chin lc marketing Trong giai on ti Vietcombank nn la chn chin lc marketing phn bit. 3.2.3. La chn cc cng c marketing - mix. 3.2.3.1. Sn phm dch v - Product. - V huy ng vn. - Nng cao cht lng tn dng. + Nng cao cht lng thm nh tn dng. + Kim sot cht ch giai on trong v sau khi cho vay. - Pht trin dch v. + Gii php pht trin dch v thanh ton. + Gii php pht trin dch v th. + Gii php pht trin sn phm dch v bn l. 3.2.3.2. Gi c - Price. 3.2.3.3. Phn phi - Place. Pht trin knh phn phi, cht lng knh phn phi. a dng knh phn phi v thc hin phn phi hiu qu. 3.2.3.4. Xc tin - Promotion. Vietcombank cn nm vng cc cng c xc tin p dng linh hot khi thc hin chin lc marketing.

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Th nht, tng cng hot ng qung co. Th hai, t chc cc chng trnh khuyn mi dnh cho khch hng. Th ba, ch trng quan h cng chng (PR). Th t, marketing trc tip. 3.2.3.5. Con ngi - People. vic cc nh lnh o Vietcombankphi lm l: - o to v o to li cho ngun nhn lc hin c. - C chnh sch tuyn dng thu ht ngun nhn lc tr, c trnh cao. - To ra mi trng lm vic v ch i ng hp l. 3.2.3.6. Quy trnh - Process. Quy trnh ng vai tr quan trng trong vic nng cao cht lng sn phm, sn phm s c nh gi cao khi cc khu c chun ha v c thc hin bi bn, cc vn pht sinh c gii quyt nhanh chng hiu qu. m bo hiu qu trong qu trnh thc hin cc mc tiu cht lng dch v, vic p dng chu trnh PDCA (Plan Do Check Act) trong hot ng ngn hng l ht sc cn thit. B phn marketing ca ngn hng nn ng dng cc phn mm maketing vo vic nghin cu hay a ra cc quyt nh marketing ca ngn hng nh: - Phn mm Marketing SWOT Analysis. - ng dng phn mm qun l People Soft trong qun l nhn s. 3.2.3.7. Bng chng vt cht - Process. Cc bng chng vt cht l b mt ca ngn hng, cho php khch hng nh gi s b v sc khe ca ngn hng. 3.2.4. Tng cng cng tc chm sc khch hng. pht trin hiu qu hot ng chm sc khch hng, Vietcombank cn quan tm n nhng hot ng c th sau: - Nghin cu v xy dng c s d liu thng tin khch hng ti ngn hng. - Vietcombank cn phn loi khch hng v xy dng cc chng trnh chm sc khch hng ph hp. - T chc b phn chm sc khch hng ti ngn hng. Nhim v bao gm: + Theo di v sm nhn bit cc tnh hung nghim trng xy ra + Tip nhn v gii quyt cc kin, phn nn ca khch hng. - Phong cch thi phc v phi chuyn nghip. 3.2.5. Tng cng pht trin cng ngh tin hc. Con ng ngn v hiu qu nht ginh li th cnh tranh l t i mi, ci cch, m nht l i mi cng ngh gn lin vi ng dng cng ngh thng tin. Mc d hin ti vi nn tng cng ngh c nh gi l tin tin so vi mt bng trong nc. Tuy nhin, vic trin khai cng ngh thng tin ti Vietcombank l mt qu trnh phc tp, tn nhiu thi gian v chi ph. Nn tng cng ngh thng tin hin i khng nhng l cha kha to cho Vietcombank khng nh v tr, vai tr ca mnh l nh cung cp dch v hng u, m cn t tin hn khi tham gia qu trnh hi nhp kinh t khu vc v th gii. 3.2.6. Ch trng xy dng uy tn thng hiu. Vietcombank lun gi vai tr ch lc trong h thng ngn hng Vit Nam, c uy tn nht trong lnh vc ti tr thng mi, thanh ton XNK, kinh doanh ngoi hi v cc dch v ti chnh ngn hng quc t. V vy, Vietcombank cn c nhng gii php quyt lit xy dng thng hiu ca mnh trn th trng. 3.2.7. Mt s kin ngh vi cc c quan qun l Nh nc. - y mnh cng tc xy dng v hon thin khung php l. - Tch bit Lut NHTM, Lut cc t chc ti chnh phi ngn hng.

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- m bo tnh c lp ca cc t chc kinh doanh tin t. - Xy dng khung php l cho cc m hnh t chc tn dng mi, cc t chc c hot ng mang tnh cht h tr cho hot ng ca cc t chc tn dng. - Hon thin cc quy nh ph hp vi yu cu ng dng cng ngh in t v ch k in t trong lnh vc ngn hng. - Hon thin cc quy nh v dch v ngn hng hin i nh hon i ri ro tn dng, cc dch v y thc, cc sn phm phi sinh. - Nng cao cng tc phn tch v d bo kinh t tin t phc v cho cng vic iu hnh chnh sch tin t. - Tng cng vai tr thanh tra, gim st i vi hot ng kinh doanh ca cc TCTD, trnh tnh trng cnh tranh khng lnh mnh gia cc TCTD. KT LUN Xy dng chin lc marketing trong xu th ton cu ho v khu vc ho l nhim v v cng quan trng ca mi doanh nghip ni chung v ngn hng ni ring nhm thc hin c hiu qu nht ba mc tiu: Li nhun, v th v an ton. Trong nn kinh t th trng cnh tranh gy gt, tn ti v pht trin i hi ngn hng phi khng ngng hon thin cc chnh sch, mc tiu ca mnh trong tng thi k pht trin c th t c mc tiu kinh doanh cng nh p ng c nhu cu th trng, ng ph tt vi cc bin ng do th trng mang li, t nng cao nng lc cnh tranh ca ngn hng. Vi xut pht im cn thp, va tri qua qu trnh c cu li b my (thc hin c phn ho) v tng bc hon thin b my, d c nhng thnh cng nht nh nhng nhn chung Vietcombank vn cn nhiu hn ch. Trong xu th pht trin ca nn kinh t hin nay, cnh tranh c xem l tt yu, l s sng cn ca mi t chc, c th cnh tranh tt th trng trong nc, to c s vn ra th trng nc ngoi. Vietcombank cn phi n lc trong vic cng c, nng cao nng lc ti chnh, cht lng ngun nhn lc, trnh qun l ca lnh o, ng dng cng ngh hin i pht trin, a dng sn phm dch v v y mnh thng hiu trn c th trng trong nc v hng ra th trng quc t. Vi s hn ch v nhiu mt, tc gi cng ch a ra mt s gii php mang tnh khi qut hon thin v nng cao hn na hot ng marketing trn c s phn tch mt s ch tiu ti chnh, mt s hot ng cng nh im mnh, yu ca Vietcombank cng vi xu th mi ca nn kinh t quc t m cc ngn hng s phi hng n to dng v th cnh tranh trn th trng. D rt c gng hon thin nghin cu ca mnh, nhng ti chc chn khng trnh khi nhng thiu st. Rt mong nhn c s gp ca thy c gip ti c ng dng vo thc tin tt hn, c hiu qu hn.

References Ting Vit: 1. ng Vit Tin (2005), Gio trnh Marketing ngn hng, Nxb Thng k, Thnh ph H Ch Minh. 2. Ngn hng TMCP Ngoi thng Vit Nam (2007, 2008, 2009, 2010, 2011), Bo co thng nin v Bo co ti chnh, H Ni. 3. Nguyn nh Chin (2008) Qun tr knh phn phi, Nxb i hc Kinh t quc dn, H Ni. 4. Nguyn Th Minh Hin (1999), Marketing dch v ti chnh, Nxb Thng k, H Ni. 5. Nguyn Th Minh Hin (2004), Gio trnh marketing ngn hng, Nxb Thng k, H Ni.

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6. Nguyn Th Mi (2006), Qun tr ngn hng thng mi, Nxb Ti chnh. 7. Nguyn Vit Ln (2007), Gio trnh Qun tr marketing, Nxb i hc Kinh t quc dn, H Ni. 8. Nguyn Xun Quang (2007), Gio trnh Marketing Thng mi, Nxb i hc Kinh t quc dn, H Ni. 9. Tng cc Thng k (2007, 2008, 2009, 2010), Nin gim thng k Vit Nam, Nxb Thng k. 10. Phm Ngc Phong (1996), Marketing trong ngn hng, Nxb Thng k. 11. Phan Th Thu H (2007), Ngn hng thng mi, Nxb i hc Kinh t quc dn, H Ni. 12. Philip Kotler - V Trng Hng dch (1996), Qun tr Marketing, Nxb Thng k. 13. Quc hi nc Cng ho x hi ch ngha Vit Nam - kho XII (2010), Lut cc t chc tn dng, Nxb Chnh tr Quc gia S tht. 14. Trnh Quc Trung (2008), Marketing ngn hng, Nxb Thng k, Thnh ph H Ch Minh. 15. Trng nh Chin (2010), Qun tr Marketing, Nxb i hc Kinh t quc dn, H Ni. 16. Vin nghin cu khoa hc ngn hng (2003), Nhng thch thc ca Ngn hng Thng mi Vit Nam trong cnh tranh v hi nhp quc t, Nxb Thng k, H Ni. 17. V Phng Tho (2005), Gio trnh Nguyn l Marketing, Nxb i hc Quc gia H Ni. Ting Anh: 18. David L. Kurtz (2008), Principles of Contemporary Marketing. 19. Jonh Marsh (1991), Managing Financial Services Marketing. 20. Philip Kotler & Kevin Lane Keller (2006), Marketing Management 12e. 21. Philip Kotler (ebook), Marketing from A to Z 22. Tina Harrison (2000), Financial Services Marketing. Webside: 23. www.marketing.com. 24. www.mof.gov.vn B Ti chnh. 25. www.chinhphu.vn Cng thng tin in t ca Chnh ph nc Cng ho x hi ch ngha Vit Nam. 26. www.saga.vn Hot ng marketing ca cc ngn hng thng mi Vit Nam: Thc trng v gii php L Phng Trang (4/2/2008). 27. www.sbv.gov.vn Ngn hng Nh nc. 28. www.vietcombank.com.vn Ngn hng TMCP Ngoi thng Vit Nam. 29. www.vietinbank.vn Ngn hng TMCP Cng thng Vit Nam. 30. www.bidv.com.vn Ngn hng u t v Pht trin Vit Nam. 31. www.techcombank.com.vn Ngn hng TMCP K thng Vit Nam. 32. www.acb.com.vn Ngn hng TMCP Chu Vit Nam. 33. www.sacombank.com.vn Ngn hng TMCP Si Gn Thng tn. 34. www.gso.gov.vn Tng cc thng k.

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