Nu bn phn tch k hn tnh cht ca 2 ch Ngn hng th chc c nhiu iu cn ni thm .

V ngn hng l mt loi mt

hng dch v ( khc vi mt hng tiu dng, v mt hng u t cng nghip )bi th bn cht mt hng dch v cng c nhiu
iu c bit hn v th trng dch v cng c nhiu khc bit vi 2 th trng kia. Mnh xin c gp thm quan im cng
mi ngi.
A. c im ca th trng dch v
1. Sc cnh tranh rt ln
2. Khng c tiu chun chung cho cht lng dch v ( thi gian khch hng phi i l bao lu, my rt tin b hng hoc thiu
ngn qu thng l k )
3. tng dch v khng c bo v trn php lut ( nn d b copy trn th trng bi i th cnh tranh mt cch nhanh
chng )
4. Khng c s phn b trc tip n khch hng m thng phi qua Makler ( investmen banking )
T 4 c im trn ca th trng dch v ( y l dch v ngn hng ) chng ta c th suy ra nhng tiu chun nh hng cho
Marketing - MiX ( 4P - Product, price, Promotion, Place )
B. c im ca mt hng dch v
1. L loi mt hng phi vt cht, khng nhn thy hay o lng c
2. Khng lu tr c
3. Khng chuyn giao qua tay c ( not transportable )
4. Gn lin vi yu t bn ngoi ( y l khch hng, khng c khch hng, khng c dch v - theres no service without
customer )
Xut pht t 4 c tnh ca mt hng dch v ta thy khng th ch dng 4 Instrument l m phi pht trin thnh 7P : thm
Personalmanagement, Prozessmanagement and Physcial form ( Phillips Kotler ), cc ngn hng ang ra sc o to thm nhn
vin v nng cao trnh qun l ca h. l mt chin lc cn phi c trong thi i ngn hng cnh tranh mnh lit hin
nay. Hn th, lnh vc dch v l s kt hp cht ch gia khch hng v nh cung cp dch v m nh ni trn mt hng dch
v th khng c tiu chun chung cho cht lng v th cn phi c chin lc "gy dng v chim ly nim tin khch hng "
Mun chim c nim tin ca khch hng th c nhng nhn t nh hng quan trng nh : trnh chuyn mn v kh nng
giao tip ca nhn vin, cch by b trang tr khu tip i khch hng tht m cng, gn gi v ng tin cy ( iu ny hon ton
thiu cc ngn hng vit nam hin nay, v h mi ch dng li mt thc hin chin lc Marketing trao i ( transaction
Marketing ) m cha tin ti chin lc Marketing quan h ( Relationsmarketing ) Mt ngn hng ln, c trang tr by bin
khu tip i khch hng honh trng th iu u tin h nhn c t phn ng ca khch hng l : h, ngn hng ny TO y.
Cc quy tip khch hng cng nh ng phc ca nhn vin c nh hng khng h ti vic gy n tng cho khch hng.
Chim nim tin ca h. Ai cng mun trao tin vo tay k c tin v bit cch kim tin, ch ai dm trao tin ca mnh vo tay
ca k thiu tin, ngho So vi cc ngn hng nc ngoi, chng ta nn phi hc v tip thu nhiu, nhng mi chin lc cn c
thi im ph hp ca n, hin ti c l cha thch ng v bn thn khch hng ca chng ta cha thc c iu ny. Nhng
trong tng li, khi cuc sng pht trin v kinh t m, nhiu hn na nhng ngn hng nc ngoi vo cnh tranh, khch hng
c nhiu la chn th bt buc cac ngn hng trong nc phi t i mi mnh v xu hng l phi tin ti thit lp cc mi quan
h ng tin cy vi tng khch hng. V khi prozessmanagement cng ng mt vai tr quan trng hn. Chng ta cn nhn
vin vi kh nng no, cho vic tip xc qun l vi khch hng nao t hiu qu nht ( Key account management ) p dng
cc c s d liu ca khch hng thng qua s tr gip c lc ca IT tm hiu k hn v khch hng ca chng ta, cho ra
nhng dch v individualization ( xu th chung, nhng vi ngn hng vn chc phi vi nm n chc nm na chng, c bit l
i vi nhng khch hng " cao cp " V l mt hng dch v kh c tiu chun nh gi cht lng chung nn nim tin ca
khch hng i vi ngn hng rt quan trng, chin lc Promotion cn phi y mnh hn na cc ngn hng vitnam chim
c nim tin ca h , tng thm nhng ngha tt p cho Image ca ngn hng mnh. V d : ngn hng no c nhiu chi
nhnh, nhn vin tip i ha nh, nhit tnh , ngn hng no c nhiu my ATM v cho li sut cao. i vi khch hng l nh
u t th ngn hng cng phi t im thm ch tn cho chnh ngn hng ca mnh, li sut cho vay hp l, cung cp vn ng
thi hn khng gy kh khn cho tin trnh u t v.v... Mt s ngn hng c chin lc tip th " m ti khon trng t ", l
mt chin lc tt nh vo lng tham ca khch hng, nhng ch l chin lc ngn hn nhn mt dp no chng ? cn
nu mun khuyn khch khch hng m ti khon lu di cng c th a ra chin lc tng qu cho ngi gii thiu khch hng
( nhng mn qu nh nhng chin lc di lu, v d A gii thiu B ti m ti khon, A c cc kh nng la chn sau : 1. c
nhn mt my chp nh . 2. A cng c th gp im nhn c mn qu gi tr hn ty theo s dim h c, gii thiu c 1
ngi dc 100 im. nu c 1000 im s c nhn mt my tivi chng hn C iu , ngi vit nam bn tnh thch " n si "
hn l phi ch, nn c l h thng thch nhng mn qu mt thy tay s c hn Hin ti vitnam tin hnh thanh ton bng
th cng kh thng dng, trong tng li vic cc ngn hng gn cht quan h vi cc trung tm mua bn, dch v thng mi
hay siu th l iu khng trnh khi, nn chin lc pht trin quan h thng qua chin lc nhn mnh Image v Marke l iu
cn thit . Banking l vic qun l tin h ngi khc m ra tin khch hng c sn sng a tin vo tay mnh hay khng th
phi ni n ch TIN . h c mun s dng th tn dng ca ngn hng mnh hay khng th phi hi : h c Tn mnh khng, th
h mi Dng

Vuongsh tr li

Khi nn kinh t c nhiu thay i th khng ch ngnh ngn hng m tt c cc ngnh kinh t khc cng phi gng mnh thun
theo dng nc; v marketing chnh l cng c tt nht doanh nghip thch nghi c vi s bin ng y.
Marketing trong ngnh ngn hng tp trung ch yu vo cc hot ng:
I> Nghin cu th trng:
- Nghin cu mi trng kinh doanh
- Nghin cu nhu cu v mong i ca th trng
- Nghin cu kh nng cung ng ca cc ngn hng v s cnh tranh gia h.
- "Chn on" ngn hng mnh tp trung nghin cu.
II> Xy dng chin lc Marketing, tp trung vo 4 cng c m hu ht cc ngn hng hin nay tp trung:
- Chnh sch v gi
- Chnh sch v sn phm
- Chnh sch v phn phi
- CHnh sch v giao tip khuych trng
Trong xu th hi nhp ngy nay, s cnh tranh gia cc ngn hng ngy cng tr ln gay gt(ni b cc ngn hng trong nc v
h thng ngn hng trong nc vi tp on ti chnh nc ngoi). Nhng kh khn l r v cc ngn hng trong nc khng
c con ng no khc phi t nng cao nng lc bn thn cu ly mnh. Hn ch u tin ca cc ngn hng ni l "nng lc
ti chnh", nu so snh vi cc tp on ti chnh nc ngoi th qu khp khing. Do , nng cao ngun vn l con ng sng
cn ca cc ngn hng trong nc. Hnh thc huy ng vn ph bin nht hin nay l thng qua th trng chng khon. V
Vietcombank chnh l ngi tin phong trong lnh vc ny! Ngay sau , hng lot cc ngn hng cng thi nhau c phn ha
ln sn....v thng 10 ti Vietinbank cng sn sng vo cuc. Vic dnh mt t l c phn nht nh cho cc nh u t nc
ngoi cng ang l mt hng i mi cho nhiu ngn hng ni. Chiu bi th hai m cc ngn hng ni p dng l lin tip a
ra nhiu dch v ti chnh hp dn nh "Gi tin trng oto" hay "Tin gi b lm pht"...c bit vi xu th ton cu ha, vic
hn ch lu thng bng tin mt l mt tt yu th cc ngn hng ni cng bc u bt tay nhau trin khai h thng th
ton cu nh banknet.....
Ngoi ra, vi s li lng v li sut ca Ngn hng nh nc, cc NHTM cng lp tc iu chnh mc li sut huy ng tng
nhanh chng tch tr lng VND cn thit;bn cnh l s gia tng cc dch v cc rng buc nhm "sit cht hn" ngha v
tr n ca ngi vay. Mt khc, tng nng lc iu hnh v hot ng, cc ngn hng ang ngy cng kht khe hn trong vic
tuyn chn, o to nhn vin ca mnh, thu t vn gim st gim c nc ngoi v iu hnh....
==> Vn mt chiu bi khng h thay i "Cng ng khc li", ly li th sn nh khng ch i phng. Cc ngn hng
ni ch trng khng i u trc tip vi cc tp on ti chnh hng mnh nc ngoi m tp trung khai thc vo nhng mng
th trng nh l c th mnh v ph hp vi xu th tiu dng ca ngi Vit Nam. Sacombank l ngn hng p dng rt thnh
cng phng sch ny, h a ra cc dch v hng ti nhng ngi bn l cc khu ch...v kt qu tht bt ng! Li nhun
thu c t trn 40%... Khng c g quan trng hn l phi "bit ngi bit ta" th "trm trn mi...t tht bi c". Li th sn
nh, ch ng i ph l cch m cc ngn hng VN ang p dng tn ti v pht trin trong mi trng kinh t nhiu bin
ng nh ngy nay!