Chuyen de 6 - Marketing NH

Ti liu QTKD NHTM Marketing Ngn hng
Phn 1. Tng quan v marketing ngn hng
1.1.
Marketing v tm quan trng ca n
Marketing nhiu hn l qung co v bn hng, nhiu hn l nghin cu th trng,

xc nh gi c, lp k hoch cho mt sn phm mi. Chng ta ang sng trong mt
mi trng khng th khng c marketing.
Mt v d: sng cc bn ng dy, vn mnh khi m Kim an, tt chung bo thc
ro rt t chic iu thoi Samsung, tt chic iu ho hiu National, bn vn vai my
ci ri v vi bn chi Oral B, dng kem nh rng Colgate. Sau x chn vo b
qun o th thao tennis Nike, i i giy Adidas, khoc chic vt prince v hp bng
Dunlop. Bn nhy ln chic xe @ phi vi n hiu n sng dng bn ph ti ln Nam
nh y tht b ung nc khong mn vi tan, n xc xch nng c, ung bia
Heineken, ht thuc 555
Hip hi marketing ca M nh ngha: Marketing l mt qu trnh lp k hoch v
thc hin vic nhn thc, nh gi, khuch trng v phn phi cc tng, hng ho
v dch nhm to ra nhng trao i lm tho mn mc tiu ca c nhn v t chc.
Nh kinh t hc ni ting Drucker cho rng, mc tiu ca Marketing l nhn bit v
am hiu khch hng tt n mc cc sn phm hng ho v dch v lun ph hp vi
khch hng v t n bn c. Mt cch l tng, marketing nn to ra cc khch
hng sn lng mua hng. Nhng iu ny l cn thit v vic tip theo l to ra cc sn
phm hng ho v dch v lun sn sng.
Hc vin nghin cu v marketing cho rng marketing l mt qu trnh qun tr nhm
xc nh, d on v tho mn nhng yu cu ca khc hng theo cch mang li li
nhun.
Hay c nhng nh kinh t hc ca M cho rng marketing l vic to ra ng sn
phm, ng ni, ng lc v ng gi.
Kotler nm 1980 cho rng marketing l nhng hot ng ca con ngi hng ti vic
tho mn nhng nhu cu v mong mun thng qua qu trnh trao i.
Cng vn l Kotler, nm 1991 ng a ra nh ngha nh sau: Marketing l mt qu
Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn
trnh thng qua cc c nhn v tp th t c ci m h mun thng qua vic to

ra v trao i cc sn phm v gi tr vi cc c nhn v tp th khc.
- C nhn tp th
- t c ci h mong mun
- To ra v trao i
- Sn phm v gi tr
V d v chic vt tennis ang c s dng khp th gii. Hu ht chng ta khng
c sinh ra vi chic vt tennis trong tay hay l chng ta t sn xut ra n dng.
Thay vo chng ta s dng vt c sn xut bi cc hng nh: Prince,
Dunlop,Kennex, Head, Yonex, hay Wilson. Hu ht cc cy vt tennis c sn xut
ra lm ng mt th: a tri bng qua li. Nhng cc vn ng vin li phi la
chn mt chic vt cho mnh trong s v vn chng loi vt khc nhau. Chng khc
nhau v hnh dng, cht liu, trng lng, c tay cm, loi dy cng vt. Bn c th c
c chic vt cng sn dy vi gi vi trm ngn ng n vic phi b ra vi trm
la ch c c mt ci khung? S a dng v kch c v cht liu lm cho qu
trnh sn xut v tiu th vt tennis tr ln phc tp.
S pht trin v pht tn ca marketing vo cc ngnh, cc lnh vc sn xut khc nhau

cng khng ging nhau tu thuc vo c im ca ngnh v lnh vc c th.
Marketing tr nn ph bin vo nhng nm 1950s, 1960s v ti thi im rt
nhiu quc gia c sc sn xut d tha vt qu mc tiu dng. Cc cng ty nh Coca
Cola nhn thy sc mnh ca marketing tc th. Marketing lan rng trong cc cng ty
sn xut hng tiu dng mt cch nhanh chng. Cc nh ch to v sn xut v cung
cp cc sn phm cng nghip nh st, thp, ho cht thc hnh marketing mun
hn. Gn y, cc hng dch v nh hng khng bo him thc hin cng thc y
vic s dng marketing hin i.
Hnh 1.1. Cc lnh vc ch yu tp trung ca marketing
Marketing tiu dng

Marketing cng nghip
Marketing xh, phi li nhun
Marketing tiu dch v
Marketing tiu trc tip, ton cu
Marketing tiu trc tuyn
1950s 1960s 1970s 1980s
1990s
Cc mi
quan h
v
duy tr
khch
hng
2000s
iu ny xut pht t tm quan trng ca vic gi cc mi quan h v gi khch hng.

Chi ph thu ht mt khch hng mi thng gp 4 ln chi ph gi mt khch hng
quen. iu ny s c lm r hn phn II.
1.2.
Marketing ngn hng: Khi nim, c im v nhng thch thc
khi ng dng vo hot ng Ngn hng
Marketing ngn hng l mt khi nim dng ch h thng cc chin lc, chnh
sch, bin php, cc chng trnh, k hoch, cc hot ng tc ng vo ton b qu
trnh t chc cung ng dch v ca ngn hng nhm s dng cc ngun lc ca ngn
hng mt cch tt nht trong vic tho mn nhu cu ca khch hng mc tiu.
Marketing ngn hng c duy tr trong s nng ng qua li gia sn phm dch v
vi nhu cu ca ngi tiu dng v nhng hot ng ca i th cnh tranh trn nn
tng cn bng li ch gia ngn hng, ngi tiu dng v x hi.
Hnh 1.2: Cc mc tiu ca marketing ngn hng i vi khch hng
Ti a ho
Cht lng cuc sng
Ti a ho
s la chn
Mc tiuca
marketing
ngn hng
Ti a ho
tiu dng
Ti a ho
mc tho mn
c im ca dch v ngn hng
1.2.1. Tnh v hnh

Tnh v hnh l c im phn bit sn phm dch v ngn hng vi cc sn
phm ca cc ngnh sn xut vt cht khc trong nn kinh t quc dn. Sn phm ngn
hng thng thc hin theo mt quy trnh ch khng phi l cc vt th c th c th
quan st, nm gi c. V vy, khch hng ca ngn hng thng gp kh khn trong
vic ra quyt nh la chn, s dng sn phm dch v. H ch c th kim tra v xc
nh cht lng sn phm dch v ngn hng i hi phi c trnh chuyn mn cao
v tin tng tuyt i nh gi tin, chuyn tin, vay tin. Cc yu cu ny lm cho
vic nh gi cht lng sn phm dch v ngn hng cng tr nn kh khn, thm ch
ngay c khi khch hng ang s dng chng. Qu trnh sn xut v tiu dng dch v
din ra ng thi. Sn phm ca ngn hng kh c phn bit, nhn bit ngay v li
ch, cng dng ca chng.
Do c tnh v hnh ca sn phm dch v, nn trong kinh doanh, ngn hng phi
da trn c s lng tin. V vy, mt trong nhng hot ng quan trng ca Marketing
ngn hng l phi to v cng c c nim tin i vi khch hng bng cch nng cao
cht lng sn phm dch v cung ng, tng tnh hu hnh ca sn phm, khuch
trng hnh nh, uy tn, to iu kin khch hng tham gia vo hot ng tuyn
truyn cho ngn hng v y mnh cng tc xc tin hn hp.
Hnh 1.3: c im chung ca dch v v v tr ca dch v ngn hng
10-5
10-5
c im ca dch v
Dch v s dng nhiu my
mc:
Dch v s dng nhiu

sc lao ng
My mc t ng
ATM, in cung cp
Lao ng gin n
Taxi
Lao ng phc tp
Hng khng, ngn hng
hin i
Lao ng gin n
Cai ngc
Lao ng k nng
Th in
Tnh v hnh
Khng tch ri
Khng ng nht
Lao ng chuyn
nghip
Cn b giao dch ngn
hng, K ton vin
tamlt@neu.edu.vn
1.2.2. Tnh khng th tch bit

S khc bit r nt ca sn phm dch v ngn hng so vi sn phm dch v ca
cc lnh vc khc l tnh khng th tch bit, tnh thng nht. Do qu trnh cung cp v
qu trnh tiu dng sn phm dch v ngn hng xy ra ng thi, c bit l c s
tham gia trc tip ca khch hng vo qu trnh cung ng sn phm dch v. Mt khc,
qu trnh cung ng sn phm dch v ca ngn hng thng c tin hnh theo nhng
quy trnh nht nh khng th chia ct ra thnh cc loi thnh phm khc nhau nh quy
trnh thm nh, quy trnh cho vay, quy trnh chuyn tin iu lm cho ngn
hng khng c sn phm d dang, d tr lu kho, m sn phm c cung ng trc
tip cho ngi tiu dng khi v ch khi khch hng c nhu cu; qu trnh cung ng din
ra ng thi vi qu trnh s dng sn phm dch v ca ngn hng. c im ny i
hi b phn Marketing phi c s phi kt hp cht ch gia cc b phn trong vic
cung ng sn phm dch v, ng thi phi xc nh nhu cu ca khch hng v cch
thc la chn s dng sn phm dch v ca ngn hng. c im, cc ngn hng
thng to dng, duy tr v pht trin mi quan h gia khch hng v ngn hng bng
cch nng cao cht lng sn phm dch v cung ng, pht trin hot ng chm sc
khch trong ton th i ng cn b nhn vin ngn hng v hin i ho h thng
cung ng
1.2.3. Tnh khng n nh v kh xc nh
Sn phm dch v ngn hng c Cu thnh bi nhiu yu t khc nhau nh
trnh i ng nhn vin, k thut cng ngh v khch hng. ng thi sn phm
dch v ngn hng cn c thc hin khng gian khc nhau nn to nn tnh
khng ng nht v thi gian, cch thc thc hin v iu kin thc hin. Cc yu t
ny an xen chi phi ti cht lng sn phm dch v, nhng li thng xuyn bin
ng; c bit l i ng nhn vin giao dch trc tip l yu t quyt nh v to ra s
khng n nh v kh xc nh v cht lng sn phm dch v ngn hng.
Do nhng tnh cht trn ca sn phm dch v ngn hng, lm marketing trong
ngn hng s phi i mt vi nhng thch thc nh sau:
Tnh tun th cao
Nh chng ta bit, kinh doanh trong lnh vc ngn hng chu s gim st cht ch
ca nh nc v cc c quan hu quan. Mi hot ng ca ngn hng u phi tun
th cht ch cc quy nh ca ngn hng nh nc. Cc hot ng ny u nm trong
khun kh cc chnh sch ti chnh tin t: v d tnh chnh xc, v d v mc li sut
trn v li sn, v d v d tr bt buc. Chnh v vy marketing ngn hng phi tho
mn tch cht ny. Cc chnh sch li sut, chnh sch cho vay ca ngn hng a ra
u phi quan tm n nhng ch trng, chnh sch ca NHTW v nh nc.
Tnh lin tc v tc thi

Marketing ngn hng l mt loi hnh ca marketing dch v. Mt trong nhng c
im ca dch v l qu trnh sn xut v qu trnh tiu th din ra ng thi. V vy
i hi marketing ngn hng phi lun lun thch ng vi nhu cu ca khch hng,
nm bt kp thi s nhng nhu cu mi nhm tho mn nhng nhu cu ny mt cch
tt nht. y l mt qu trnh lin lc v mang tnh c bit cao. Nhng ngi cung cp
dch v s trc tip th hin cc chnh sch marketing ti khch hng. iu ny i hi
i ng nhn vin ngn hng phi c o to mt cc bi bn v cng phu, v chnh
h khi tip xc vi khch hng th hin b mt ca ngn hng. (c im ca sn
phm dch v: tnh khng hin hu, tnh khng tch ri, khng ng u, mau hng)
Tnh x hi ho cao
Nu mt doanh nghip sn xut thp c cc mi quan h vi ngi cung cp phi thp,
cc cng ty thng mi kinh doanh thp, nhng ngi tiu dng trc tip v s lng
khch hng y l c hn th mi quan h khch hng ca ngn hng phong ph v
a dng hn nhiu. Bt k ai cng c th tr thnh khch hng ca ngn hng. Khng
k gi tr, trai gi, cc thnh phn kinh t, cc loi hnh doanh nghip, cc t chc
trong v ngoi nc u c th tr thnh khch hng ca ngn hng. tho mn c
lng khch hng c n hng chc ngn ngi ny, i hi ngn hng phi c s am
hiu h, c nhng chnh sch marketing ph hp vi yu cu ca h. iu ny thc
khng d dng, i hi cc b marketing ngn hng phi am hiu nhiu lnh vc, nm
bt c nhu cu phong ph v a dng ca nhiu loi khch hng chnh l tnh
x hi ho rt cao ca marketing ngn hng.
Tnh chnh xc, an ton cao
Mt trong nhng yu cu cao ca kinh doanh ngn hng l phi c tnh chnh xc v
an ton cao. Ngnh, lnh vc kinh doanh no cng i hi s an ton v chnh xc,
kinh doanh ngn hng l mt trong nhng ngnh phi tun th kht khe yu cu ny.
Ch mt sai xt nh, ngn hng c th lm thit hi mt khi lng ln tin bc ca
khch hng, v trong nhiu trng hp ngn hng phi gnh chu nhng tn tht . V
d thanh ton sc gi m khng pht hin ra, vic chuyn tin nhm a ch. Ngoi ra
cha k n mc nh hng ca s b ngn hng ti nn kinh t.
Tnh hp dn khch hng hn ch

Nguyn nhn ca n th hin nhng im sau. Th nht tnh n nh trong mi quan
h NH-KH cao. Mt khch hng gi tin ti mt ngn hng th thng l s vay tin
ti ngn hng v thc hin vic thanh ton qua ngn hng . Lch s cho thy, mi
quan h ny mang tnh tng i bn vng v lu di. y l mt l do khin vic thu
ht khch hng ny v ngn hng khc, trn thc t l rt kh thc hin. Th hai, hm
lng b quyt cng ngh trong sn phm ca ngn hng l khng nhiu. Cc ngn
hng u cung cc cc sn phm dch v tng i ging nhau xt trn nhng nt
chnh. V d u l tin gi 3 thng, li sut 0,45% mt thng, tr li sau ba
thngTo ra nhng im khc bit cho nhng sn phm l qu ra rt kh cho cng
vic ca marketing. Cui cng, cng chnh t vic hm lng b quyt cng ngh trong
sn phm dch v ca ngn hng khng nhiu dn ti vn bn quyn sn phm ngn
hng kh xc nh, v i lc l khng xc nh c. Chng ta th ly v d, cng l
chic xe t thc hin chc nng giao thng, chic xe Medcedez Benz khc hn vi
chic xe BMW, chic xe my hng Honda khc hn chic xe hiu Suzuki trong khi
nu anh/ch tm kim c s khch bit trong sn phm ca cc ngn hng qu l
rt kh. Vn ny l mt thch thc cho cc ngn hng khi xy dng thng hiu cho
mnh.
Marketing ngn hng chu s nh hng su sc ca tnh chuyn mn ho
v lch s hot ng ca ngn hng
Lch s hot ng v tnh chuyn mn ha ca ngn hng c tc ng to ln n kh
nng cung cp tng loi hnh dch v ca ngn hng. V d, ni n vic thanh ton
xut nhp khu, chng ta thng ngh ngay n ngn hng ngoi thng; ni n vic
c mt mng li rng khp v vic thc hin cho ngi ngho, cho h nng dn vay
vn, chng ta ngh ngay n ngn hng nng nghip. Chnh v th, marketing ngn
hng phi bit pht huy sc mnh ca mnh, khai thc trit nhng li th cnh tranh
v thc hin vic tm kim, xy dng v pht trin nhng th mnh mi.
Kinh nghim v lch s hot ng lu i ca mt ngn hng nh hng rt ln n uy
tn cng nh nng lc kinh doanh ca mt ngn hng. N c th nh hng trn hai

gic , tch ccv tiu cc. Tch cc khi xt trn gic l trnh chuyn mn, kinh
nghim lu i l nn tng cho nhng thnh cng trong hin ti v tng lai. N khin
khch hng v cc i tc c ci nhn thin cm v ngn hng. Tiu cc khi xt trn
cc gic l nhng kinh nghim tr thnh ro cn cho nhng sng to v tin b,
cho vic p dng nhng ci mi vo kinh doanh. Khng ai m bo rng, mt t chc
thnh cng trong qu kh li tip tc thnh cng trong tng lai khi m s thay i
tr thnh mt c tnh quan trng ca mi trng kinh doanh ngy nay.
Phn II: Qu trnh cung ng sn phm ngn hng v k nng
i vi nhn vin giao dch
2.1. C s vt cht
C s vt cht ca ngn hng bao gm nh ca, trang thit b, my mc phn cng
v cc phn mm ngn hng s dng. Nh ca v trang thit b ca ngn hng phc
v cho qu trnh kinh doanh ca ngn hng v cho thu. C s vt cht l phn
cng, cn nhn vin ngn hng to thnh phn mm kt hp nhm cung cp
cho khch hng cc sn phm dch v.
Hot ng ti quy giao dch Ngn hng Si

Gn
Tr s chnh Ngn hng Cng thng Vit

Nam
Tuy chim t trng nh trong tng ti sn, nhng song cc ti sn c nh nh hng

rt ln ti v th v nng sut lao ng ca ngn hng, ti vic cung cp sn phm dch
v ca ngn hng.
Tr s ngn hng cn c u t ng mc m bo NH c v ngoi hin i, hp
dn, to tin tng cho khch hng. Vic chn la a im t tr s v cc chi nhnh
cng ht sc cn thit, nhm m bo thun tin cho khch hng n giao dch, gn vi
cc nhm khch hng mc tiu. V d, nu ngn hng nh hng khch hng mc tiu
l cc doanh nghip trong khu cng nghip, ngn hng s phi c chi nhnh t gn
cc khu cng nghip, thm ch l nm bn trong khu cng nghip.
Bn cnh , trang thit b phn cng v phn mm ng vai tr then cht trong vic
pht trin cc dch v a dng khc nhau. Hin nay, phn mm ngn hng tr thnh
yu t then cht hin i ha hot ng ngn hng, pht trin cc dch v hin i
v tin ch cho khch hng. V d, i vi sn phm th, nhng yu cu v u t phn
mm l rt ln. Vietcombank tin hnh kho st v phn ra 4 nhm NH, da trn
tiu chun cng ngh nhm xc nh kh nng hp tc pht trin dch v th. l cc
nhm sau:
+ Nhm 1: Cc NHTM c CoreBanking Online, c h thng ATM mnh, l
thnh vin t chc th th gii.
+ Nhm 2: Cc NHTM c CoreBanking Online, nhng cha c h thng ATM
mnh, cha l thnh vin t chc th th gii.
+ Nhm 3: Cc NHTM c CoreBanking Online, nhng cha c h thng ATM
ring.
+ Nhm 4: Cc NHTM c nn tng cng ngh cn thp.
R rng, cc nhm 2 v 3 c c hi pht trin dch v th tn dng, th ghi n, th
ATM nhanh chng v d dng hn rt nhiu so vi hai nhm cn li.
Ngoi ra, cc dch v khc nh phone banking, home banking, internet banking v
dch v y thc qun l ri ro ca ngn hng cng i hi cng ngh cao vi tnh bo
mt ln.
2.2. Khch hng

Chng ta ang sng trong mt nn kinh t m khch hng l thng . y l
kt qu ca vic sn xut v cung ng dch v nhiu hn nhu cu tiu th. Vn ca
th trng dch v ngn hng ngy nay l thiu khch hng ch khng phi thiu sn
phm dch v. Khch hng ca Ngn hng va l ngi cung ng vn cho Ngn hng
va l ngi s dng cc sn phm dch v ca Ngn hng. Ngn hng phi hc cch
chuyn i t tp trung vo cung cp sn phm dch v sang tp trung gi khch hng.
Hnh 2.1: Quan im bn hng v quan im hng v th trng (quan
im bn hng) trong marketing ngn hng.
10
im
Trng tm Phng tin Kt qu
xut pht
Ngn hng
Sn phm Bn hng &

Li nhun
hin ti khuch trng
Quan
Quan im
im bn
bn hng
hng
Th trng
Nhu cu
Marketing
LN qua s
khch hng hn hp tha mn NC KH
Quan
Quan im
im Marketing
Marketing
Nu theo quan im bn hng, ngn hng s u t qu nhiu vo ti sn ca

ngn hng, y mnh cho hng n mi khch hng kh d m qun ch nhng
im khc bit v khch hng v cc gi tr. V khng bit r v tng khch hng, ngn
hng s khng th thc hin c vic cung cp dch v kt hp v cung cp dch
v cao cp hn mt cch hiu qu.
Vi quan im marketing, hay cn gi l quan im tip th cm nhn v p
ng, ngn hng bt u vi vic am hiu khch hng, v t h s c v th tt hn
pht trin cc knh phn phi, cc sn phm dch v ph hp.
Ngn hng phi thc tnh nhn ra rng ngi ch mi ca mnh chnh l
khch hng. Nu nhn vin ngn hng khng bit ngh n khch hng, c ngha l h
khng bit suy ngh. Nu h khng trc tip phc v khch hng, h nn h tr ngi
s trc tip phc v cho khch hng. V nu nhn vin ngn hng khng chm sc
khch hng ca mnh, s c ngn hng khc ngay lp tc lm iu . Nhn thc c
gi tr v vai tr ca khch hng s gip ngn hng hoch nh li ton b h thng
tip th ca mnh theo hng ginh ly th phn khch hng v gi tr khch hng trn
i thng qua vic pht trin chui sn phm dch v v cc chin lc thng hiu
11
ca mnh.
Sau y l danh mc nhng quan nim ng n ca ngn hng v vai tr v
c im ca khch hng
Khch hng l ngi quan trng nht i vi ngn hng
Chng ta ph thuc vo khch hng
Khch hng khng gy kh d cho cng vic ca chng ta, m chnh l
mc tiu phc v ca ngn hng
H cng nh chng ta vi nhng nhu cu, mong mun ring ca mnh,
v mun c hng nhng g tt p nht
Khi h ti vi ngn hng l h c thin ch vi ngn hng
Khch hng mang mong mun ca h ti ngn hng, cng vic ca
chng ta l tho mn nhng mong mun
Khch hng xng ng c hng s i x lch s v n cn ca
chng ta
Khch hng tr lng cho chng ta
Thc t ngi ta thng phn ra hai nhm khch hng l khch hng c nhn v khch
hng l doanh nghip khi nghin cu nhu cu ca nhm khch hng l c nhn hay
doanh nghip th cng cn phi ch nghin cu cc yu t nh hng n nhu cu.
Chng hn cc yu t nh hng n nhu cu ca c nhn l gia nh, tui, chu k
sng, iu kin thu nhp, a v... hoc cc yu t nh hng n nhu cu ca doanh
nghip gm c im ngnh ngh kinh doanh, tnh hnh hot ng kinh doanh, c cu
vn, quy m, phm vi th trng,...
Nhu cu ca khch hng v cc dch v ngn hng l khng ng nht v c
nhiu bin ng. Khch hng c cc thang bc nhu cu khc nhau, v vy yu cu ca
khch hng v mc tha mn dch v ngn hng cng khc nhau.
12
Hnh 2.2. : Cc thang bc nhu cu t nhin ca khch hng (Maslow)
T pht trin v th hin

tim nng
T
hon thin
c tn trng, cng
nhn, c a v
c nhn bit
Quan h x hi,
giao tip, tnh cm
Ho nhp x hi
c
bo v
An ton
Nhu cu vt cht c bn
n,
mc
Do vy, yu t quyt nh cc Ngn hng thnh cng v pht trin trong c

ch th trng l bit c nhu cu v p ng tt nhu cu ca khch hng. Mun vy,
Ngn hng phi nghin cu k khch hng. Mc ch ca cng tc nghin cu khch
hng nhm xc nh r nhu cu ca khch hng hin ti l g? tng lai ra sao v h c
mong i g v Ngn hng chng ta, t s ra chnh sch khch hng ph hp.
Ty thuc vo nhu cu khch hng, ngn hng tin hnh cung cp cc dch v khc
nhau cho ph hp. V d, vi nhu cu vt cht c bn: Ngn hng c th cung cp cc
dch v tn dng tiu dng ngn hn nh tn dng ti tr mua sm dng trong gia
nh, du lch, Vi nhu cu an ton: Ngn hng pht trin cc dch v nh tin gi
tit kim cc loi, thu kt st, y thc. Nhng sn phm cao cp hn nh th thanh
ton VIP, ti khon tit kim siu li sut, cho vay siu tc, cho vay dnh cho cc
VIP nhm vo nhu cu c nhn bit cho nhng khch hng mun c ng cp
khc bit. Chng ta c th c th ha thp nhu cu trn i vi ngn hng thng qua
bng sau:
Bng 2.1. : C th ha nhu cu thng qua suy ngh v li ni ca khch hng
13
Nhu cu ca khch
hng
An ton
Tin li
Cht lng phc v
Hnh nh
Hiu qu
Ti chnh
Quyn lc
Trt t
nh ngha nhu cu
Suy ngh v li ni tiu

biu ca khch hng
An ton v chc chn
Tin ca ti c an ton
ti NHCT ng Anh
Sn c, d dng v thoi
Mt ngn hng quan tm
mi
n tt c cc nhu cu ti
chnh ca ti.
Lch thip, c nng lc,
H lm cho ti cm thy
chuyn nghip, ng tin
quan trng v h chm
cy, thch ng v y hiu sc ti.
bit.
Mun c ngi khc
Ngi ta gi ti bng tn.
nhn ra.
nh hng kinh doanh,
Tin gi c k hn ca ti
quan tm n li nhun,
phi chng li sut
%,
cao.
nh hng $, chi ph, thu Cc khon chi ph nn
nhp
mc phi chng.
Mun c chu trch
Ny, ng c thc ti
nhim quyt nh - l ch. Ti l ngi ra quyt
quyt nh ca ng/ b
nh!
y.
Mi th cn phi c
Ti cn phi c nhn
bn sao k ti khon vo
sp xp, t chc tt v
ng hn.
ngy 15 hng thng.
Hu ht cc ngn hng quan tm nhiu n th phn hn l vic tha mn nhu cu

khch hng. y l mt sai lm. Th phn l cch nhn v pha sau, tha mn nhu cu
khch hng chnh l cch nhn v pha trc. Nu vic tha mn khch hng b tut
dc th th phn cng b xi mn theo.
Hiu bit khch hng
c th thc hin tt vic tha mn nhu cu khch hng, vic hiu bit khch hng l
iu quan trng nht. c th hiu bit khch hng r nt, cn phi thu thp nhiu
thng tin t khch hng nhm phn tch hnh vi mua ca khch hng mt cch tt
nht. Nu bit khai thc trn c s d liu ca ngn hng t xy dng v tch hp v
khch hng, ngn hng c th chim c v tr cnh tranh hng u.
C 7 cu hi sau cn c gii p khi phn tch hnh vi mua dch v ca khch hng- Trong th trng c ai v sc mnh ca h?
14
- H mua g?
- Ti sao h mua?
- Ai lin quan n qu trnh mua?
- H mua nh th no?
- H mua u?
- H mua khi no?
Thc cht, c mt mi e da gia tng trn c s s dng d liu ca ngn hng, l
s mu thun c hu gia quyn li ca khch hng v quyn li ca ngn hng.
Bng 2.2.: Nhng khc bit gia iu khch hng mun v ngn hng mun
iu khch hng mun
iu ngn hng hng mun
-
C th tip cn ngn hng bng

in thoi hoc email v c
in thoi.
-
phn hi nhanh chng

-
Tip cn khch hng bng bt k
Ngn hng ch n vi h bng
phng tin truyn thng no, min l
nhng thng ip v phng tin
tit kim nhng hiu qu, khng cn
thch hp v nhng thi im
bit khch hng c thch khng.

-
thch hp
-
Gim chi ph ni chuyn trc tip qua
Mun li cun khch hng bng vic
Sn sng ni vi mt s ngn
cho hng, k c nhng sn phm dch
hng nhng g h thch c
v khch hng cha h bit hay lc u
thng tin
cha quan tm.

-
Khng mun ngn hng c qu

nhiu thng tin v c nhn h
Mun bit nhiu iu v mi khch

hng v khch hng tim nng
V vy, ngn hng nn thc hin marketing c php ngha l tham vn vi khch
hng nhng thng tin no h sn lng cung cp, nhng thng ip no h s chp
nhn, v loi phng tin truyn thng no h a thch hn
Ci gi ca vic mt khch hng
Sn phm dch v n ri i. Thch thc ca ngn hng l gi c khch hng lu
hn vic gi sn phm. Ngn hng cn phi quan st k chu k sng ca th trng v
15
chu k sng ca khch hng nhiu hn l chu k sng ca sn phm. Tic thay, nhiu
doanh nghip ni chung cng nh ngn hng ni ring n lc rt ln tm thm
khch hng mi m li khng c gng gi li v pht trin kinh doanh t nhng
khch hng hin c.
Hp 2.1: Kinh nghim gi khch hng ca mt ngn hng c
Mt ngn hng c c nhiu chi nhnh khp nc c. Mi chi nhnh u c gi
quy m nh. Mi gim c chi nhnh c mt nhim v: Gip cho khch hng giu
ln. Khng n gin ch l nhn tin gi v cho vay. Gim c chi nhnh ch dn cho
khch hng lm sao dnh dm, u t, vay mn v mua sm tt hn. Mi chi
nhnh u c ti liu hng dn nhng ti ny v t chc nhng hi tho min ph
cho khch hng v u t, tt c nhm cung cp cho khch hng nhng k nng
tch ca.
Ngun: Philip Kotler, Thu hiu tip th t A n Z 80 khi nim nh qun l cn
bit, Nh xut bn tr v Thi bo Kinh t Si Gn, 2005.
Ti sao chng ta mt khch hng? Cc l do sau c tng kt li nhm tr li cho cu

hi trn.
Coi trng vn tin v li nhun ngn hn hn dch v
Bng lng vi thnh cng hin ti
Khng c tinh thn hp tc trong cng ty
Thiu o to cho nhn vin, khuyn khch ng vin nhn vin
Khng lng nghe khch hng
C lp: khng ch n khch hng v i th cnh tranh
Ni di
Nhiu ngn hng nhn mnh vic ginh c khch hng vi ci gi phi tr l khng
gi c khch hng hin c. H lp ra c ch thng cho vic tm ra khch hng mi,
trong khi nhng nhn vin gi c khch hng c v lm tng thm nhng li ch
16
c th khng c thng nh vy. V vy, cc nhn vin giao dch c kch thch
khai thc khch hng mi. H tin rng khch hng hin c s vn lun trung thnh vi
h m khng cn mt cht quan tm hoc phc v c bit g c. Tht l mt sai lm
tai hi. Thng th ngn hng chi n 70% kinh ph tip th thu ht khch hng mi,
trong khi 90% doanh s li thu c t khch hng hin c. Thc t, chi ph thu
ht mt khch hng mi cao hn nhiu ln (c tnh l 5 ln) so vi vic gi mt
khch hng c.
Hnh2.3.: Chi ph thu ht mt khch hng mi
Thi gian ca nhn vin
Qung co
Qun l thi gian
Th trc tip
in thoi
Chi ph thu ht 1
khch hng mi nhiu
gp 5 ln gi 1
khch hng c
Khuyn mi
Th t
Gp g
Nhiu ngn hng lng ph tin ca vo khch hng mi. Ch v qu tp trung vo vic
ginh khch hng mi v b mc khch hng hin ti, nhiu ngn hng nh mt t
10-30% lng khch hng mi nm. V ri, h li tn tin nhiu hn cho mt n lc
chng bao gi kt thc l thu ht khch hng mi hoc ginh li khch hng c lp
vo s lng khch hng ngn hng nh mt.
2.2.3 Nhn vin giao dch
Vai tr, nhim v ca nhn vin giao dch trong ngn hng
a phn khch hng khng hiu nhiu v nhng gi tr khc bit ca cc sn
17
phm dch v ngn hng (kh so snh). Gn 80% dn chng tin rng tt c cc ngn
hng v c bn u ging nhau; 90% tin rng ngn hng bt chc nhau v cc sn
phm v dch v m h bn trn th trng.
S khc bit c to nn bi nhng nhn vin tip xc vi khch hng. Cc
nhn vin c trnh thp hoc c tr lng thp l nhng ngi u tin v thng
xuyn tip xc vi khch hng (l tn, giao dch vin, nhn vin trc in thoi). Tuy
vy, hnh nh ca mt nh bng vi kh nng ti chnh hng mnh c in vo u
khch hng bi mt nhn vin tp s, mt giao dch vin.
Khi c hi kin t pha khch hng, con s thng k ca mt cuc iu tra
thu c kt qu nh sau: 14% khng tho mn vi sn phm nhn c; 68% cm
thy nhn vin ngn hng khng quan tm ti h; v 18% l do khc. iu ny cho
thy tm quan trng ca nhn vin giao dch nh th no.
thc hin tt hot ng marketing, nhn vin giao dch cn phi s dng cc
k nng giao tip v k nng nghip v hon thnh nhng nhim v sau
-
Gii thch cc c tnh ca cc trng thi tnh cm ca khch hng v tm quan

trng ca cc c tnh ny i vi chu trnh phc v khch hng
Nm bt v nh gi nhu cu ca khch hng, k c nhu cu hin ti v nhu cu

tim nng
To s tin cy, tha mn ca khch hng i vi dch v ngn hng.
Gii quyt nhng than phin, thc mc ca khch hng, thng nht gii php vi
khch hng
Theo thng k M, trung bnh mt khch hng c phc v khng tt s k
cho 25 ngi khc nghe, v trong s 25 ngi phn nn ch c khong 1 ngi phn
nn trc tip vi cng ty. Khch hng cm thy thi gian m mnh phi ch i ti
quy lu hn gp 5 ln thi gian thc. y chnh l thch thc ln m nhn vin giao
dch ngn hng phi i mt. vut qua nhng thch thc ny, nhn vin giao dch
phi c nhng tiu chun nht nh nh c trnh by di y.
Nhng nguyn tc vng i vi nhn vin giao dch ngn hng
18
Do tm quan trng nh trnh by trn ca nhn vin giao dch ngn hng,
nm bt nhu cu khch hng v tha mn nhu cu mt cch tt nht trn nn
tng li ch ca khch hng v ngn hng, nhn vin giao dch gii phi m bo nm
vng nhng nguyn tc sau:
-
Th nht, bn dch v l vic gip ngi ta mua. Thc hin vic bn nghi l
anh/ch gip khch hng ca mnh hoc gii quyt mt vn hoc p
ng mt hay nhiu nhu cu. Anh/ch gip bn c hng v gip Ngn
hng cng thng ng Anh c thm nhng cng vic kinh doanh mi.
Ch c th t c s tha mn ca khch hng nu p ng c tt c cc

nhu cu k c nhu cu m v nhu cu tim n. Khch hng s mua nu h b
thuyt phc rng nhng sn phm v dch v ca chng ta mang li cho h tt
c nhng li ch m h mong mun.
Nhim v ca mt nhn vin giao dch hng l phi trnh by sn phm hoc
dch v di gc cc li ch m khch hng c hng. Quyt nh mua l
kt qu cui cng ca mt qu trnh t duy. Thng thng khch hng chuyn
dch theo chu trnh bn hng i n quyt nh mua.
Chu trnh bn hng

Cc giai on ca chu trnh bn hngl:
1. M u tch cc - to ra mt khung cnh tch cc bng cch cho hi khch
hng vi thi thn thin;
2. To mi trng xy dng mi quan h vi khch hng bng cch a ra
nhng cu hi chn tnh va thnh thc, khi u cho s tip xc thc s v
to nn quyn ch ng tin sang giai an tip theo ca chu trnh.
3. Xac inh cc nhu cu v c hi - nhn thc v vn ca khch hng v
19
c im cha tha mn m sn phm v dch v ca chng ta c th gii

quyt c.
4. H tr (ghi nhn nhu cu v gii thiu sn phm/c tnh/li ch) khi
xc nh c nhu cu, cn ghi nhn bng cch nhc li nhu cu nm
chc la anh/ch hiu v sau xut mt sn phm/dch v thih hp c
nhng c im khp vi cc li ch ca khch hng;
5. Kt thc/chuyn giao kt thc ngha l yu cu khc hng thc hin
thng v, cn chuyn giao la chuyn nhu cu/c hi ca khch hng sang
mt ngi thch hp c thm quyn v thi gian gii quyt hoc kt thc
thng v .
Quan trng l phi nhn thc c rng khch hng cn phi c tha mn tng
giai on trc khi chun b chuyn sang phn tip theo ca chu trnh.
-
C cu ca mt phng php bn hng phi hot ng theo hng mang li

tha mn trong mi giai on ca qu trnh t duy mua hng, nhm t c s
chp thun hng bn.
To mi trng cho khch hng.

Mc d hu ht chng ta u cm thy tng i d dng trong vic cho hi
khch hng vi mt s m u tch cc, song vic to mi trng thn thin i hi

chng ta phi suy ngh su hn na, n cng hm cha nhiu ri ro hn, v v th
chng ta thng c trnh, ch thc hin giao dch mt cch n gin vi khch hng.
Nu anh/ch khng to c mt mi trng hp l th anh/ch khng th
chuyn sang bc tip theo ca chu trnh bn hng. Anh/ch khng th ch i khch
hng t tm hiu v ngn hng m anh/ch phi khi mo cho mi quan h. thc
y vic bn hng, anh/ch cn thc y khch hng ni chuyn vi bn; qua c th
xy dng mi quan h vi h.
Khi u mt cuc giao tip c th ch rt n gin l hi han khch hng Tnh
hnh anh do ny th no? hay Cng vic sun s ch anh?. Tuy nhin, cu hi m
anh/ch phi t ra thch hp vi i tng khch hng v khng nn ni nh c pht
thanh khin ngi ta c cm gic rng ai anh/ch cng hi mt cu tng t. Hy ni
chuyn vi khch hng bng mt phong thi chn tnh v thnh thc, nu khng
20
anh/ch s lm mt thi gian, thm ch cn xc phm n khch hng.

Nu khng to ra mi trng mi trng thn thin th anh/ch s khng th
chuyn sang bc tip theo ca chu trnh bn hng. Anh/ch s khng th xc nh
c nhu cu ca khch hng nu khch hng khng by t vi bn. To mi trng,
v th, l mt khu then cht trong ton b chu trnh bn hng.
Nu gp khch hng, liu anh/ch c ni chuyn khng nu cm thy khng cn
ni? C l l khng. Khch hng ca anh/ch cng suy ngh ging nh anh/ch vy. H
s khng ni nu khng cn phi ni, nhng khi anh/ch bt u ni chuyn vi h, h
s nh gi cao thi quan tm ca bn. thc y vic bn hng, hy khch l
khch hng ln ting, hy lng nghe h v pht trin mi quan h vi h.
Hin nhin l khi c mt hng di cc khch hng ang i n lt c
phc v th s l khng hay nu anh/ch dnh thi gian ni chuyn vt vi mt khch
hng phc v xong. Tuy nhin, anh/ch lun c nhng khong ch i ch my
mc a ra cc thng tin m khch hng cn hoc ch i x l giao dch ca h.
chnh trong nhng khong ch i ny, anh/ch s c c hi tuyt vi by t s quan
tm ti khch hng.
Nu anh/ch m u cu chuyn bng mt cu hi hoc nhn xt chung, anh/ch s
nm c nhng thng tin v khch hng v y chnh l s khi u ca mt mi
quan h. Khi phc v khch hng ny ln sau , anh/ch s c th t ra cu hi thch
hp hoc thm ch ring t hn. Ch c lc no thng trc cu hi: Do ny b th
no? mi ln anh/ch tip b Nguyn My. Khi bit rng b ny va mi n trng
n con v th ln sau khi phc anh/ch c th hi thm bn tr trng c vui khng.
Khi bt u, anh/ch c th cm thy kh nhn mt c mt khch hng trong
bao nhiu khch hng m anh/ch phc v.Tuy nhin, h s cng ngy cng tr nn
thn quen hn, v khi anh/ch bt u n khch hng, gi h bng tn th
anh/ch cm thy cng vic ca mnh d chu hn v vai tr ca anh/ch tr nn c
ngha hn.
21
Bi tp tnh hung
Bi tp sau c thit k nh gi nhn thc ca anh/ch v cc tnh hung giao
tip khng li. Vi cu hi tp hp c th biu t iu g th anh/ch c th a ra
nhiu cch hiu khc nhau v mt tp hp c th khng ch biu t mt ngha nht
nh. Khi tr li cc cu hi phn ng tt nht ca anh/ch , hy tng tng cch
ng x ca anh/ch trong trng hp
Tp hp hnh vi khng Tp hp c th biu t
Phn ng tt nht ca
li
iu g
anh/ch
Khch hng trnh tip H c th cm thy khng Duy tr tip xc bng mt,
xc bng mt vi anh/ch thn thin vi anh/ch v song thi thong nn nhn
v khoanh tay li
mun hn ch tip xc
sang ni khc. Hy ni v
nhu cu ca h v nn
tha mn nhng nhu cu
nh th no
Khch hng ng ngi ra
ng sau, nhu my, iu
b cng thng v t mt
tay ln gy
Khch hng xch li gn
anh/ch v mm ci, gt
u
Khch hng nhn anh/ch
chm ch, nghing u
sang mt bn v vut cm
Khch hng t t b knh
mt cch thn trng, a
gng knh vo ming v
nhn anh/ch trm t
Khch
hng
nghch
nghch vnh tai v nhn
chm chm vo sn nh
trong khi anh/ch tip tc
ni khng ngh
Khch hng nm cht tay
li v n xung bn, ng
thi ng ngi ra ng
trc
22
Phn 3: Chin lc sn phm

3.1. Gii thiu chung
Chin lc sn phm l chin lc b phn quan trng trong chin lc
Marketing hn hp ca ngn hng. N l tin , l c s xy dng v trin khai
cc c hin lc khc, l chin lc sc bn trong cnh tranh trn th trng ng thi l
phng php c hiu qu to ra nhu cu mi, tho mn ngy cng tt hn nhu cu
s dng dch v Ngn hng ca khch hng. C th ni chin lc sn phm l chin
lc quan trng nht trong k hoch ng b Marketing, chin lc sn phm gip
ngn hng c th tho mn khch hng mt cch tt hn khi s dng cc sn phm
dch v. Cc dch v chnh ca ngn hng gm c cc dch v tin gi, cc nghip v
u t, cc dch v tn dng v cc dch v khc. Nhim v nghin cu chin lc sn
phm l vic ti u ho cc dch v ca ngn hng.
V vy, mc tiu ca chin lc sn phm phi nhm vo thc hin mc tiu ca
chin lc Marketing. Tuy nhin, chin lc sn phm c cc mc tiu ring, l:
a. Cc mc tiu nh tnh, bao gm
- Tho mn tt nht nhu cu khch hng;
- Nng cao v th hnh nh ca ngn hng;
- To s khc bit ca sn phm dch v ngn hng trn th trng.
b. Cc mc tiu nh lng, bao gm
- Tng s lng sn phm dch v cung ng, m rng th phn;
- Tng doanh s ca tng sn phm dch v, nhm sn phm dch v;
- Tng s lng sn phm dch v mi;
- a dng ho c cu sn phm dch v cung ng cho tng th trng tng nhm
khch hng;
- Cc ch tiu v chun mc cht lng sn phm dich v.
Vic thit lp cc mc tiu xc thc, ph hp vi kh nng ca ngn hng s l
ng c thc y s pht trin ca chin lc sn phm. ng thi, n s l cn c
kim tra, nh gi hiu qu ca chin lc sn phm ngn hng trong tng thi k khc
nhau.
23
3.2 Ni dung ca chin lc sn phm

3.2.1. Xc nh danh mc sn phm v thuc tnh ca tng sn phm dch v
Cc ngn hng cung ng ra th trng mt tp hp cc nhm sn phm dch v
khc nhau nhm p ng cc nhu cu khc nhau ca khch hng.
Nhm sn phm l tp hp ca mt s sn phm c tnh cht lin quan vi nhau
v c kh nng tho mn mt hoc mt s nhu cu no ca khch hng. Cc nhm
sn phm dch v c bn ca ngn hng bao gm:
- Cc nhm sn phm dch v tho mn nhu cu v vn nh cc khon vay;
- Cc sn phm dch v tho mn nhu cu v thu thp nh dch v tin gi;
- Cc sn phm dch v tho mn nhu cu v thanh ton, chuyn tin nh sc, th,
chuyn tin nhanh;
- Cc sn phm dch v tho mn nhu cu v qun l ri ro nh Swap, quyn
mua, hp ng k hn;
- Cc sn phm dch v tho mn nhu cu v t vn chuyn mn nh t vn u
t, t vn thu, t vn d n;
- Sn phm dch v tho mn nhu cu v thng tin nh cung cp cc thng tin v gi c
th trng, li sut, t gi
ng trn gic ton b nn kinh t - x hi, hot ng ca ngn hng l hot
ng dch v, nn sn phm ca n c th hin di dng dch v. V vy, mt sn
phm ngn hng thng bao gm tp hp cc thuc tnh v c im ca n, nh dch
v thanh ton cho php khch hng rt tin ra bt k lc no, tnh an ton khi tin c
bo qun ti ngn hng, tnh tin li v vic ngn hng thc hin cc giao dch thanh
ton vi khch hng bng cng ngh hin i, nh ngn hng in t, ngn hng t
ng, ngn hng qua mng Internet.. Do tnh c th m sn phm ca Ngn hng
c nhng c im c bit so vi cc sn phm ca cc ngnh khc. Trc ht, l
nhng hnh thc phc v phi vt cht m qu trnh sn xut v tiu th din ra ng
thi, cht lng ca chng ch c nh gi sau khi s dng. Vi nhng sn phm
ny, khch hng ch c quyn s dng ch khng c quyn s hu.
24
Hnh 3.1: Cc sn phm c bn ca ngn hng
Cc sn phm c bn ca NHTM
Huy ng vn
+ Nhn tin gi
+ i vay
+ Pht hnh cc
cng c n
+ i vay trc
tip
Tn dng v
u t
+ Cho vay
+ Chit khu
+ Bo lnh
+ Leasing
+ u t gp
vn
Dch v ngn
hng khc
Thanh ton,
qun l ngn
qu, u thc, i
l bo him, t
vn, qun l ri
ro, mI gii u
t chng
khon..
Cc hot ng
KD
+ KD ngoi t
+ KD chng
khon
+ KD vng bc
+ ...
Thc cht, mi nhm sn phm dch v bao gm nhiu loi sn phm dch v
khc nhau, mi loi sn phm dch v li bao gm nhiu danh mc sn phm dch v
khc nhau c lin quan vi nhau. Hn th na, mi danh mc sn phm dch v li bao
gm nhiu sn phm c th. y l l do ti sao s lng nghip v ca ngn hng trn
th gii thng ging nhau, nhng s lng sn phm c th th rt a dng v phong
ph, ti gn 6000 sn phm. V d, nhm sn phm cho khch hng c nhn bao gm
nh sau
Bng 3.1: Cc sn phm dch v cung cp cho khch hng c nhn
Dch v
chuyn tin
Ti khon
vng lai
Cho vay
cm c
Li sut
c nh
Cc danh mc sn phm dch v

Cho vay
c nhn
Tit kim
Bo him
Ti khon Bo him
Thu chi
tit kim
nh
Ngoi t
Mua bn h
ngoi t
Ti khon
hng li
Li sut
bin i
Vay mua
t
Hon i t
gi
Vay ci
to nh
Ti khon
c li cao
Ti khon
tit kim
tch lu
Bo him
nhn th
u t
dch v u
t
Giao dich
chng
khon
Ngun: Phm Ngc Phong, Marketing trong ngn hng, Nh xut bn thng k, 1996.
25
i vi danh mc sn phm cho vay, c th bao gm rt nhiu sn phm c th

ty thuc cch phn chia nh sau
Hnh 3.2: Sn phm cho vay ca ngn hng theo cc cch phn loi khc nhau
Theo loi khch hng: Cho vay khch hng c nhn,

khch hng doanh nghip, khch hng t chc
Theo thi hn vay: Cho vay ngn hn, trung hn, di
hn
Tiu
ch
phn
loi
dch
v cho
vay
Theo tnh cht m bo: Cho vay th chp, cm c,

tn chp, bo lnh ca bn th 3.
Theo phng php cp tin vay: Cho vay tng ln,
theo hn mc, lun chuyn, thu chi.
Theo cch thc tr n: Tr mt ln c gc ln li, tr
li v gc u nhiu ln trong k, tr li u, gc theo
thi hn
Theo tnh cht li sut: Cho vay li sut c nh, li
sut kh bin, li sut linh hot.
Theo loi tin vay: Cho vay bng ni t, ngoi t,
vng
Theo mc ch s dng: Cho vay tiu dng, cho vay
kinh doanh
Theo s bn tham gia: Cho vay trc tip, cho vay gin
tip thng qua t nhm, cho vay gin tip thng qua
nh cung ng..
Ngun: Phan Th Thu H, Gio trnh Ngn hng thng mi, Nh xut bn thng k,
2004.
26
Nh vy, danh mc sn phm dch v ngn hng ht sc a dng, phong ph. c

bit nhng nm gn y, nhiu loi hnh tn dng, ti khon mi ang pht trin; cc
knh giao dch mi nh Internet, th thng minh (Smart) ang c m rng tho
mn cc nhu cu dch v ti chnh cho khch hng. Vic tng cng cc sn phm dch
v mi ang tr thnh xu hng ca hot ng ngn hng hin i.
V c bn, sn phm Ngn hng t c kh nng thay i v i mi mt cch
thng xuyn v chng phi tun th nhng quy nh cht ch ca lut php, ca Nh
nc v ph thuc vo s pht trin nn kinh t, khoa hc qun l, cng ngh tin hc,...
Tuy nhin, mi thay i nh trong sn phm u c tc dng rt ln gy kch thch thu
ht s ch ca khch hng, li cun khch hng t quan h vi Ngn hng. Chnh v
vy m ngy nay h thng Ngn hng cc nc pht trin, cnh tranh gia cc Ngn
hng l vic hon thin v i mi cc dch v cho tho mn nhu cu ngy cng cao
ca khch hng.
3.2.2. Phn tch cu trc sn phm ngn hng
Cc sn phm dch v ngn hng khc nhau s l tp hp nhng c im, tnh
nng khc nhau v tho mn cc nhu cu, mong mun a dng khc nhau ca khch
hng. Tuy nhin, mt sn phm dch v ngn hng thng c cy thnh bi ba cp
(hnh 4):
Hnh 3.3: Cu trc ba cp ca sn phm ngn hng
Sn phm b sung
Khuyn mi
Biu tng
Hnh thc
Nhn hiu
p ng nhu
cu cp thit
T vn, h
tr
Cht lng
Dch v sau
Cung cp
iu kin
Dch v b sung khc

Sn phm ct li
Sn phm hu hnh
Mt l, phn sn phm ct li
Phn ct li ca sn phm dch v ngn hng thng p ng c nhu cu cp
thit (chnh) ca khch hng. V thc cht, l nhng li ch chnh m khch hnh
tm kim ngn hng, l gi tr ct yu m ngn hng cn bn cho khch hng.
27
V d, mt khc hng gi tit kim v s an ton khi gi tin ti c s ngn hng.

Khi cung cp dch v tit kim cho khch hng, ngn hng gip khch hng tho
mn cc nhu cu, mong mun trn. Hoc l khi s dng dch v chuyn tin qua ngn
hng, khch hng li tm kim li ch l s nhanh chng, an ton. y l nhng gi tr
ch yu m khch hng mong i c ngn hng tho mn.
Nhim v ca Marketing ngn hng l pht hin ra nhu cu cp thit ca khch
hng, t thit k phn ct li ca sn phm dch v sao cho ph hp vi nhu cu
chnh yu nht ca khch hng.
Hai l, phn sn phm hu hnh
Phn sn phm hu hnh l phn c th ca sn phm dch v ngn hng, l hnh
thc biu hin bn ngoi ca sn phm dch v ngn hng nh tn gi, hnh thc, c
im, biu tng, iu kin s dng. y l cn c khch hng nhn bit, phn bit,
so snh v la chn sn phm dch v gia cc ngn hng.
Nhiu ngn hng thng mi thng tm cch tng tnh hu hnh ca sn phm
dch v nhm to ra s khc bit, tnh c p tng kh nng cnh tranh ca ngn
hng trn th trng.
Ba l, phn sn phm b sung
Phn sn phm b sung l phn tng thm vo sn phm hin hu nhng dch v
hay li ch khc, b sung cho nhng li ch chnh yu ca khch hng. Chng lm cho
sn phm dch v ngn hng hon thin hn v tho mn c nhiu v cao hn nhu
cu, mong mun ca khch hng, to s khc bit so vi i th cnh tranh.
Phn sn phm b sung cng l yu t cnh tranh mnh m ca cc ngn hng
hin nay v tnh linh hot ca n.
S thnh cng ca nhiu ngn hng trn th gii l do b phn Marketing ca h
nhn ra c sn phm dch v ph hp vi tng i tng khch hng.
T c th thy, sn phm dch v ca ngn hng khng phi ch l nhng
thuc tnh c th ca n, m trong thc t nhiu sn phm dch v ngn hng nh t
vn, chuyn tin, tn dngkhng xc nh c li ch trc khi s dng, m ch khi
s dng n, khch hng mi cm nhn c sn phm nh mt tp hp nhng ch dng
tho mn c c nhu cu cn thit v mong mun ca h.
28
Do vy, khi trin khai mt sn phm dch v, trc ht cc nh Marketing ngn

hng thng phi xc nh c nhu cu ct li ca khch hng m sn phm dch v
ngn hng tho mn; to c hnh nh c th ca sn phm dch v kch thch nhu
cu mong mun, va lm c s khch hng c th phn bit la chn gia cc ngn
hng. Sau , ngn hng cn tm cch gia tng phn ph gia, nhm to ra mt tp hp
nhng tin ch, li ch c th tho mn c nhiu nhu cu mong mun cho khch
hng tt hn cc i th cnh tranh.
V d v vic phn tch mt sn phm ngn hng l th Visa nh sau
Hnh 3.4. Phn tch cc cp sn phm ca th Visa.
10-8
10-8
Cc cp sn phm: th Visa
Sn phm y
S sang trng
u i
Hn mc
u tin
Thanhton
C s
chp nhn
Bo mt
Tn
Tndng
dng
thanh
thanhton
ton
Ph dch
v
Uy tn
H thng
i l
Li sut
cho vay
Biu tng
Sn phm nng ct
Sn phm thc t
tamlt@neu.edu.vn
3.2.3. Hon thin sn phm dch v ngn hng

Mc d cc thuc tnh c bn ca mt sn phm dch v c xc nh ngay t
khi hnh thnh sn phm dch v, nhng duy tr v pht trin, sn phm dch v cn
phi c b sung cc thuc tnh mi. Nhng thay i c th thc hin trong giai on
u khi sn phm dch v mi thm nhp vo th trng trn c s nhng phn hi ca
29
khch hng.
Vic hon thin sn phm dch v c thc hin c giai on th 3 v th 4
khi sn phm dch v ang suy thoi nhm ko di tui th ca n.
Vic hon thin sn phm dch v c tc dng ln trong c duy tr khch hng c
v thu ht khch hng mi, bi s khc bit ca n so vi sn phm dch v ca cc
i th cnh tranh. Tuy nhin, vic hon thin sn phm dch v ca ngn hng khng
phi to thm cc sn phm dch v mi, m ch l vic to ra nhng phin bn mi
trn nhng sn phm hin ti vi nhng tnh nng tc dng mi u vit hn sn phm
c. V vy, vic hon thin sn phm dch v ca cc ngn hng hin nay thng tp
trung theo hng sau:
- Nng cao cht lng sn phm dch v bng vic hin i ha cng ngh, tng
cng thit b, phng tin phc v khch hng, i mi phong cch giao dch ca
nhn vin.
- Lm cho vic s dng sn phm dch v ngn hng tr nn d dng, hp dn
hn v em li cho khch hng nhng gi tr v tin ch bng cch hon thin quy
trnh, n gin ha th tc nghip v v tng tnh nng ca sn phm dch v, tng
cng vic hng dn khch hng v cc quy trnh s dng sn phm dch v, thng
tin kp thi cho khch hng v nhng i mi ca sn phm dch v ngn hng, c
bit l nhng i mi em li tin ch, li ch cho khch hng.
Chng hn, khch hng ca ngn hng ICB khi s dng th thanh ton ca ngn
hng c gim gi tr mt s ca hng, hay cho khch hng chi vt s d vi mt
hn mc m khng tnh li trong hai tun.
- Thay i cch thc phn phi bng vic m ca giao dch ngoi gi hnh chnh,
tng cng cc giao dch qua h thng phn phi ngn hng hin i.
Vi nhng cch thc trn, cc ngn hng duy tr v m rng khch hng; ng
thi nng cao c v th cnh tranh ca sn phm dch v trn th trng. c bit,
chng gip cho ngn hng ko di c chu k sng ca sn phm dch v.
Chng hn, khi Ngn hng a vo th trng nhng sn phm mi ph hp vi
th hiu, nhu cu s dng ca khch hng v c cht lng cao th sn phm s d
dng i vo cc knh phn phi v chnh sch xc tin hn hp mi c hiu qu.
30
9 Ni dung ca chin lc sn phm:

-
Xc nh danh mc sn phm v thuc tnh sn phm Ngn hng c
nhng bin php hon thin, nng cao cht lng, hiu qu ca nhng sn phm hin
c. Ngn hng cn xc nh cc thuc tnh ca sn phm nghin cu v a thm
vo cc sn phm cc thuc tnh mi nhm to ra s khc bit vi cc i th cnh
tranh v p ng nhu cu khch hng tt hn.
-
Ci to v hon thin sn phm: iu ny rt quan trng v sn phm
Ngn hng c tnh v hnh, qu trnh sn xut v tiu dng din ra ng thi khi c
yu cu. Chu k sng ca sn phm Ngn hng cng ging nh sn phm hng ho
gm 4 giai on: giai on tung sn phm vo th trng, giai on pht trin, giai
on chn mui, giai on suy thoi. Khi sn phm mi a ra, nhiu ngi cha hiu
ht cc c im ca sn phm v vy cn phi ci to v hon thin sn phm. Ngi
ta thng ci to sn phm giai on 1 v giai on 4 .
ci to v hon thin sn phm cn:
Nng cao cht lng phc v
i mi quy trnh nghip v n gin hn, tit kim hn v
thi gian cng nh cc khon ph.
i mi cch thc phn phi
B sung c im mi.
y l mt chin lc quan trng nhm duy tr v m rng khch hng.

Khi nghin cu v chin lc sn phm, cn quan tm ti vn chu k sng
ca sn phm vi nhng c im khc nhau tng chu k.
31
Hnh 3.5. : Chu k sng ca sn phm ngn hng

10-1
10-1
Vng i sn phm
Doanh thu
Li nhun ($)
Doanh s
Li nhun
Giai on
pht trin SP
Gii thiu
Tng trng
Bo ho
Thi gian
Suy thoi
Doanh s v li nhun
theo cc giai on ca
vng i sn phm
L/
u t ($)
tamlt@neu.edu.vn
Chu k sng ca sn phm dch v ngn hng i qua bn giai on khc nhau,
mi giai on a n nhng thch v li nhun khc nhau, ng thi, cng i hi
cch thc s dng k thun Marketing khc nhau.
Hnh 3.6. : Cc chin lc cn thc hin i vi mi giai on ca vng i SP
10-24
10-24
Vng i sn phm v chin lc Marketing

Chin lc:
Gii
Gii thiu
thiu
Tuyn
Tuyntruyn
truynv
vli
lich
chsn
snphm
phm
Chin lc:
Tng
Tng trng
trng
Marketing
Marketingnhn
nhnhiu
hiu
Chin lc:
Bo
Bo ho
ho
Xc
Xctin
tinbn
bnhng,
hng,ngi
ngisd
sdmi
mi
Chin lc:
Suy
Suy thoi
thoi
Duy
Duytr,
tr,thu
thuhoch,
hoch,or
orloi
loib
b
tamlt@neu.edu.vn
32
c th ti u ha cc dch v vic u tin cn phi nghin cu l cc giai on ca

chu k ca sn phm, th hai l cn phi hiu v qu trnh a cc sn phm mi ra th
trng.
Nh bt k mt hng ha thng thng no, sn phm ca ngn hng bao gm giai
on a sn phm ra th trng, giai on pht trin ca sn phm, giai on chn
mui ca sn phm v giai on thoi tro.
3.2.5. Pht trin sn phm dch v mi

Pht trin sn phm dch v mi l ni dung quan trng nht ca chin lc sn
phm ngn hng, bi sn phm dch v mi s lm i mi danh mc sn phm kinh
doanh, tng cng kh nng cnh tranh ca ngn hng - yu t quyt nh n s tn
ti v pht trin ca ngn hng trong mi trng cnh tranh.
a. Sn phm dch v mi
C th hiu sn phm dch v mi l nhng sn phm dch v ln u tin c
a vo danh mc sn phm kinh doanh ca ngn hng. Theo cch hiu ny, sn phm
dch v mi ca ngn hng c chia thnh 2 loi:
Th nht, sn phm dch v mi hon ton l nhng sn phm dch v mi i
vi c ngn hng v th trng. Khi a ra th trng loi sn phm dch v ny, ngn
hng khng phi i mt vi cnh tranh nn c th em li ngun thu nhp ln cho
ngn hng. Tuy nhin, ngn hng thng phi ch ng trong vic a ra cc bin
php hn ch nhng ri ro trong u t vn ln, thiu kinh nghim v khch hng
cha quen s dng sn phm dch v mi.
Th hai, sn phm dch v mi v chng loi (sn phm sao chp) l sn phm
dch v ch mi i vi ngn hng, khng mi vi th trng. Loi sn phm dch v
mi ny c s cnh tranh trn th trng. Thu nhp tim nng c th b gim do sn
phm dch v b cnh tranh. Tuy nhin, pht trin sn phm dch v mi loi ny ngn
hng c th tn dng c li th ca ngi i sau, v vy s trnh c nhng sai lm
ca ngi i trc. V vy, pht trin loi sn phm dch v mi ny c coi l trng
tm ca xu th pht trin sn phm dch v mi trong cc ngn hng hin nay.
33
Pht trin sn phm mi: l c s Ngn hng chim lnh th trng,
tng tin cy, tng doanh s v tng li nhun. Sn phm mi y c hiu l sn

phm ln u tin xut hin trong danh mc sn phm ca Ngn hng. Sn phm mi
c th l mi i vi Ngn hng v vi ton b th trng (sn phm mi hon ton)
hoc l mi i vi Ngn hng (sn phm mi v chng loi).
Sn phm mi hon ton c kh nng gia tng thu nhp trong tng lai song li
i hi mc u t, vic p dng cng ngh mi cao hn nhiu v c bit l Ngn
hng phi bc chn vo mt vn h cha c kinh nghim. Tuy nhin, i vi lnh
vc Ngn hng, sn phm mi l rt him, cho nn sn phm mi v chng loi i vi
Ngn hng gi vai tr chnh trong pht trin sn phm mi.
Hnh 3.7.: Qu trnh pht trin sn phm mi trong ngn hng
10-31
10-31
Qu trnh pht trin sn phm mi

Chin lc
Marketing
Phn tch
kinh doanh
Pht trin
khi nim
v kim tra
Pht trin
sn phm
Kim nghim
Marketing
Chn lc
To ra
tng
Thng mi ho
Sn phm
tamlt@neu.edu.vn
a ra sn phm mi l vic quan trng ca Marketing n ph thuc vo trnh

ca cc cn b Ngn hng v vn ca Ngn hng. V d a dch v mi l cn thit
b sung cho dch v sn c.
Bc 1: Xy dng chin lc sn phm dch v mi
bo m s thnh cng ca vic pht trin sn phm dch v mi, cc ngn
hng thng tin hnh t chc mt cch cht ch, c h thng c th phi hp c
34
tt c cc ngun lc ca ngn hng vo vic thc hin mc tiu pht trin sn phm
dch v mi. Ni dung c bn ca chin lc l xc nh cc mc tiu pht trin sn
phm dch v mi, nh hng cho vic hnh thnh cc tng pht trin sn phm
dch v mi v xc nh ni dung ca sn phm dch v mi.
Bc 2: Hnh thnh tng
Vic sng to ra cc tng mi cho pht trin sn phm dch v ngn hng ht
sc phong ph, a dng nhng v cng kh khn, v c th c hnh thnh t trong
hoc ngoi ngn hng. Trong ngn hng, cc nhm c trch nhim hnh thnh tng
ban u v sn phm dch v mi. tng hnh thnh sn phm dch v mi c th
xut pht t cc nhn vin nghip v c kinh nghim trong qu trnh giao dch vi
khch hng, hoc t kt qu ca nghin cu th trng v cc thng tin thu nhp t
khch hng; c th c hnh thnh t cc ngun bn ngoi ngn hng thng qua vic
thu nhp tng ca cc t chc pht trin sn phm mi, hoc hc tp t kinh nghim
ca cc ngn hng, thm ch c th sao chp cc tng sn phm dch v ca cc
ngn hng trong v ngoi nc.
To ra tng l vn khi u cho vic pht trin sn phm mi.
Hnh 3.8.: Quy trnh to ra tng cho pht trin sn phm ngn hng
10-32
10-32
To ra tng
Lin kt
St nhp
Chuyn giao
Chnh sch
quc gia
Cc phng
php sng to
Tm kim
trc tip
Cc phng php
To ra tng mi
Ni marketing
v cng ngh
Sng kin
cng ngh
Nghin cu
tm kim
khch hng
Ti tr cho
ngi tiu dng
phn tch
TM 8-6
tamlt@neu.edu.vn
Bc 3: La chn tng
tng v sn phm dch v mi phi ph hp vi chin lc sn phm ca ngn

35
hng v phi thc hin c cc mc tiu nh nng cao hnh nh, tng kh nng cnh
tranh ca ngn hng, phi hp dn i vi mt on th trng no v em li li
nhun cho ngn hng. xem xt xem tng sn phm dch v mi c p ng c
cc mc tiu t ra hay khng, ngn hng thng tin hnh nh gi, la chn cc
tng. Vic la chn tng pht trin sn phm dch v mi c cc ngn hng thc
hin mt cch cht ch thng qua vic nh gi, xp hng cc tng theo nhng tiu
chun nht nh. Trn c s , ngn hng la chn nhng tng ph hp vi nhu
cu ca c khch hng v kh nng thc t ca ngn hng m bo tnh kh thi ca
n.
Bc 4: Trin khai v kim nh
tng pht trin sn phm dch v ngn hng mi c la chn phi c th v

vic pht trin cc c im, thuc tnh ca sn phm dch v, nht l pht trin cc
sn phm dch v mi phi to ra s khc bit so vi sn phm dch v ca i th
cnh tranh. m bo hiu qu ca sn phm dch v mi, ngn hng thng tin
hnh th nghim v kim nh sn phm dch v mi trn mt nhm khch hng v th
trng, qua nm c phn ng ca khch hng v th trng. T , ngn hng
ch ng iu chnh cho ph hp, trc khi tung sn phm dch v mi vo th trng.
Tuy nhin, trong lnh vc ngn hng, hot ng kim nh thng c thc hin mt
cch b mt, trong thi gian ngn, bi vic kim nh thng bo ng cho i th v
thm ch tng v sn phm dch v mi c th d dng b sao chp, bt chc nhanh
chng.
Bc 5: Tung sn phm dch v mi vo th trng
Sau khi th nghim v kim nh cc nh Marketing thng nh gi kh nng
thnh cng ca sn phm dch v mi, trn c s s quyt nh tung sn phm dch
v vo th trng. y l giai on cui cng ca pht trin sn phm dch v mi.
Tung sn phm dch v mi vo th trng l giai on quan trng nht. Tung sn
phm dch v mi vo th trng l giai on quan trng nht, v n l s kim nh
tht s v kt qu ca vic pht trin sn phm dch v mi ca ngn hng trn th
trng.
36
Nhng bi hc sau c c kt t nhng thnh cng v tht bi trong vic

pht trin sn phm mi.
S trn tr v quyt tm ca NH i vi vic cho ra i mt sn phm mi.
C tm nhn di hn v trin vng th trng trong tng lai. nh hng mang
tnh quc t trong thit k sn phm, pht trin sn phm v xc nh th trng
S phi kt hp cht ch gia cc phng ban trong ngn hng, Cu trc ca t
chc hp l, mi trng thun li,
Nhng nh sng ch thnh cng bit lng nghe kin khch hng: Nhn mnh
n s hon thin v cht lng ca sn phm, Sn phm nhm vo th trng mc
tiu hp dn
Ti lnh o ca ngi ng u v cc bin php qun l theo st qu trnh
nghin cu:
Vic a ra nhiu loi sn phm dch v Ngn hng to ra cc kh nng khc
nhau trong k hoch chim lnh th trng. K hoch ho khi lng tiu th v li
nhun. Qu trnh pht trin sn phm mi khng c i lp vi cc mc tiu Ngn
hng ra. Vic nghin cu sn phm mi cng phi t c s ph hp hon ton
gia sn phm dch v vi c im d nh trong tng. Trong giai on th
nghim khng nn nh gi qu cao i vi sn phm mi phi lm sao cho Khch
hng c s ng cm v cht lng tin tng rng sn phm l thc s cn thit.
V vy vic a sn phm mi thng tn km nhiu chi ph nn cn phi thc
hin dn dn khng lm bo ho th trng bi mt s lng ln cc sn phm mi.
37
Phn IV. Chin lc phn phi
4.1. Phn loi knh phn phi ca ngn hng

Cn c vo thi gian hnh thnh v trnh k thut cng ngh, ngi ta c th
phn chia h thng knh phn phi ca ngn hng thnh hai loi:
4.1.1. Knh phn phi truyn thng
Knh phn phi truyn thng ra i cng vi s ra i ca ngn hng c im
ch yu ca loi knh phn phi ny l hot ng ca n ch yu da trn lao ng
trc tip ca i ng cn b nhn vin ngn hng. H thng knh phn phi ca ngn
hng bao gm
a. Chi nhnh
Chi nhnh l loi knh truyn thng gn vi cc tr s v h thng c s vt cht ti
nhng a im nht nh. c bit l vic cung ng sn phm dch v ngn hng ch
yu thc hin bng lao ng th cng ca i ng nhn vin ngn hng. V vy, nn s
dng loi knh phn phi ny thng i hi phi c i ng nhn vin ng v khch
hng phi n giao dch trc tip ti tr s hoc ti quy giao dch ca chi nhnh. Do
, bn c nhiu sn phm dch v v chim lnh c th phn ln, cc ngn
hng thng pht trin mng li chi nhnh rng khp, v lun sn sng cung ng sn
phm dch v cho khch hng. Thc t cho thy, nhiu ngn hng c mt h thng
cc mng li chi nhnh ln, hot ng rng khp trong th trng quc gia v quc t
v mi ngn hng u c mt s lng ln cc chi nhnh (bng 6,7,8).
Bng 4.1.: Mng li chi nhnh ca NHTM Anh t nm 1983 -1993
S lng chi nhnh
Tn ngn hng
1983
1993
Giro Bank
22.301
19.958
National Westminster
3.226
2.545
Barclays
2.912
2.119
Lloyds
2.276
1.860
Milan
2.345
1.713
Ngun: Marketing dch v ti chnh - Hc vin Ngn hng - 1999
38
Sau y l thc trng chi nhnh ca cc TCTD Vit Nam

Bng 4.2.: Mng li chi nhnh ca h thng cc t chc tn dng Vit Nam nm
2006
Loi hnh t chc
S lng chi nhnh
- NHTM Nh nc
- Qu tn dng nhn dn
918
- NHTM C phn
38
- Chi nhnh ngn hng nc ngoi
26
- Vn phng i din ngn hng nc ngoi
70
- Ngn hng lin doanh
- Cng ty ti chnh
6
Ngun: Ngn hng nh nc Vit Nam
Chi nhnh ca cc ngn hng c th c t chc theo kiu: Chi nhnh cung cp
y mi dch v ngn hng; chi nhnh ch cung cp mt s loi sn phm dch v
c th. Ngoi ra, cn c loi chi nhnh ch cung cp mt loi sn phm nh cc Qu
tit kim hay bn thu i ngoi t.
Chi nhnh cung cp mi sn phm dch v ngn hng l h thng cung ng sn
phm dch v ch yu ca ngn hng trc nhng nm 70 ca th k 20.
H thng chi nhnh c nhng u, nhc im chnh sau:
- u im:
+ H thng knh phn phi kiu chi nhnh c tnh n nh tng i cao;
+ Hot ng ca h thng chi nhnh tng i an ton, d dng to c hnh
nh ca ngn hng i vi khch hng;
+ Chi nhnh thng d dng trong vic thu ht khch hng v tho mn c
nhng nhu cu c th ca khch hng.
- Nhc im:
+ Hot ng ca ngn hng th ng v lun lun phi ku gi khch hng n
giao dch ti ngn hng;
+ Chi ph u t xy dng vn phng, tr s giao dch ln v i hi phi c
39
khun vin rng, thun tin trong giao dch;

+ Vn hnh knh phn phi loi ny ch yu bng sc lao ng ca con ngi
nn i hi phi c lc lng nhn vin nghip v ng o v i ng cn b qun l
tt;
+ Knh phn phi truyn thng b hn ch ln v khng gian v thi gian trong
giao dch gia ngn hng v khch hng.
b. Ngn hng i l
a sn phm dch v n vi khch hng, ngoi knh phn phi l cc chi
nhnh, ngn hng s dng h thng phn phi sn phm dch v thng qua ngn hng
i l. Phn phi s dng dch v thng qua ngn hng i l thng p dng i vi
nhng ngn hng cha c chi nhnh, do cha c php hoc cha iu kin thnh
lp hoc nu nu m thm chi nhnh hiu qu s khng cao. Do , ngn hng thng
thng qua mt ngn hng c tr s ti a im kinh doanh lm i l v mt nghip
v no v ngn hng i l c hng hoa hng nh i l thanh ton, i l
chuyn tin, sc du lch y cng l mt trong cc loi knh phn phi c xu th
pht trin cng vi xu th ton cu ha th trng ti chnh th gii.
4.2.2. H thng knh phn phi ngn hng hin i
Knh phn phi hin i ra i trn c s tin b khoa hc k thut, c bit l
ng dng cc thnh tu ca cng ngh thng tin trong lnh vc ngn hng. S dng
cng ngh thng tin trong phn phi ca ngn hng c hai loi:
- S dng cng ngh nhm b sung chc nng cho mt chi nhnh. V d s dng
cc loi my phc v cho giao dch vi khch hng nh my m tin, my ct sc,
my xp hng in t
- Cng ngh to ra nhng phng thc phn phi mi thay th hoc hon thin h
thng phn phi truyn thng nh my rt tin t ng (ATM), chuyn tin in t ti
ni giao dch (EFTPOS), ngn hng phc v ti nh (Home - Banking), ngn hng in
thoi (Phone - Banking), ngn hng qua mng (Internet - Banking)
Vic p dng cng ngh mi h tr cho hot ng ca mng li chi nhnh.
V vy, khi lng hot ng kinh doanh ngn hng tng ln ng k. c bit, nhng
nm cui ca th k 20, cng ngh ngn hng pht trin v tr thnh knh phn phi
40
hin i. Do vy, n tng u th cnh tranh v kh nng gia nhp vo nn ti chnh

ton cu. in hnh l cc ngn hng ln ca Anh, M, Nht Bn u t khi
lng vn ln vo vic pht trin h thng phn phi ngn hng hin i, to nn sc
mnh cnh tranh v vic cung cp sn phm dch v ngn hng trn phm vi ton cu.
H thng phn phi ngn hng hin i bao gm:
a. Cc chi nhnh t ng ha hon ton
Loi knh phn phi ny c c im l hon ton do my mc thc hin, di
s iu khin ca cc thit b in t; c ngha l vic cung ng sn phm dch v cho
khch hng do ngi my m nhn, khch hng giao dch vi ngn hng thng qua h
thng my khng phi tip xc trc tip vi nhn vin ngn hng. Cc chi nhnh t
ng hon ton mi ch c p dng th im tih mt s ngn hng ln cc quc
gia pht trin nh c, M Chi nhnh t ng ha hon ton c nhng u th to
ln v chi ph giao dch v chi ph nghip v ngn hng thp, tc thc hin nghip
v nhanh, khng cn tr s ln, p ng nhu cu a dng ngy cng cao ca khch
hng.
b. Chi nhnh t nhn vin
Chi nhnh t nhn vin c v tr quan trng trong h thng phn phi ca ngn
hng. Tn s s dng chng khng ngng tng ln v ph hp vi khch hng v chi
ph thp, nht l cc "Chi nhnh ngn hng lu ng" c s dng kh rng ri.
c. Ngn hng in t (E- Banking)
Mt trong nhng ng dng c hiu qu cng ngh thng tin vo lnh vc phn phi
ngn hng in t. Ngn hng in t c coi l phng thc phn phi cc sn phm
dch v v thanh ton thng qua ng in thoi hoc my tnh. Hin nay c nhiu
ngn hng, nht l ngn hng cc nc pht trin ang s dng ph bin ngn hng
in t hay "ngn hng o" cung cp cho khch hng nhiu tin ch, tit kim thi
gian, gim chi ph v hot ng c mi lc, mi ni. Ngn hng in t l xu
hng pht trin ca h thng knh phn phi ngn hng th k 21.
Ngn hng in t c hiu l m hnh ngn hng cho php khch hng truy
nhp t xa n ngn hng nhm: thu thp thng tin: Thc hin cc giao dch thanh
ton, ti chnh da trn cc ti khon lu k ti ngn hng; s dng cc sn phm dch
41
v mi.
Ngn hng in t l h thng knh phn phi pht trin da trn c s s dng
cng ngh thng tin hin i vo vic t chc cung ng sn phm dch v ngn hng.
C ch hot ng ca ngn hng in t mang tnh c lp. Cc giao dch in t c
thc hin thng qua cc phng tin giao dch in t bao gm:
My thanh ton ti im bn hng(EFTPOS - Electrocnic Funds Transfer
at Point Of Sale)
Cc thit b vi tnh c trang b trong siu th v ca hng cho php khch hng
thanh ton mt cch nhanh chng hng ha dch v thng qua h thng in t. H
thng ny c t ti cc im bn l ngi mua la chn hng v a th vo
my kim tra. Th c chuyn qua u c v tr gi hng mua c ghi vo my
tnh. Khch hng xc nhn giao dch bng cch bm m s c nhn hay k phiu mua
hng. Ti khon tin gi ca khch hng s c t ng ghi N v ti khon ca nh
bn l s c ghi C tng ng. Ngoi vic gim ti thiu tin mt lu thng, h
thng ny cn gim vic s dng cc loi ha n, chng t.
My rt tin t ng (ATM - Automatic Tellers Machine):
Mt my ATM bao gm mt cng ni my tnh, mt h thng lu gi thng tin
tin mt, cho php khch hng truy cp vo h thng s sch k ton ca ngn hng
bng mt tm th nha trong cha m s nhn dng c nhn (PIN) hay bng vic
nhp m s c bit vo mt my tnh thanh ton c ni mng vi h thng my
tnh hot ng 24/24 gi ca ngn hng. Mi ln truy cp vo h thng my tnh ca
ngn hng, vic rt tin c th c thc hin ti mt mc gii hn ti a xc nh.
Khch hng c th yu cu thng tin v s d tin gi, v cn i ti khon. u, nhc
im ca my ATM c ch r trong bng sau:
42
Bng 4.3: u, im ca my ATM

u im
Cc ngn
hng
- Gim chi ph in n cc loi giy t,

phc v thanh ton;
- M rng c s cho hot ng ngn
hng, p ng nhu cu thun tin cho
khch hng, tng doanh s;
- To u th cnh tranh, tng hnh nh
ca ngn hng;
- Gim lng tin mt c s dng.
Cc nh
bn l
- Tng cng mi quan h vi ngn

hng;
- Gim thi gian kim tra, i chiu;
- Lu tr thng tin v ti khon nhanh
hn;
- Tng hnh nh ca nh bn l.
- An ton;
Cc khch
- Tit kim thi gian, chi ph;
hng
- Thun tin
Nhc im
- Tng chi ph lp t, vn
hnh;
- e do s an ton;
- Li k thut h thng;
- Mi quan h trc tip gia
khch hng v ngn hng b
hn ch.
- Rt d tiu qu mc;
- Cc li k thut c th gp phi.
Pht trin h thng my ATM dn dn thay th vic phc v trc tip cc dch v
hng ngy v thanh ton tin mt, sc ca cc nhn vin. V vy, h s c thi gian
nhiu hn cho bn nhng dch v khc v p ng cc nhu cu c bit ca khch
hng
Bng 4.4. : S pht trin h thng my ATM ca cc NHTM Anh
Tn ngn hng
Nm 1993
Nm 2003
National Westminter
1.304
2.815
Lloyds
1.535
2.463
Barclays
683
2.805
Bidland
703
1.938
Royal Bank of Scotland
203
406
Ngun: Marketing dch v ti chnh - Hc vin Ngn hng

43
Ngoi hai loi my trn ang c s dng rng ri, hin nay mt s ngn hng
trn th gii cn s dng cc loi my t ng khc nh: my cho vay t ng, my t
phc v
Thc t, h thng phn phi t ng gip cc ngn hng gim chi ph ng k.
Theo s liu thng k ti ngn hng M, chi ph bnh qun 1 nm cho mt chi nhnh
thc hin nhng nghip v m khng trang b my ATM ht 1.000.000 USD, cn cc
chi nhnh c trang b my ATM, chi ph ch l 30.000 USD.
Ngn hng qua in thoi (Telephone -Banking).
Loi ngn hng ny tin hnh cc giao dch gia ngn hng v khch hng qua
in thoi (phone hoc mobilephone). Thng qua cc nhn vin trc hay thng qua cc
"Hp th thoi", ngn hng cung cp cc thng tin v hot ng ca khch hng ti
ngn hng nh s d ti khon, sao k ti khon, cc thng tin v t gi, li sut, thm
ch c cc thng tin c tnh cht t vn, chi tr cc phiu tr tin, chuyn tin, vay tiu
dng Telephone - Banking ang tr nn ph bin cc nc pht trin v l xu
hng la chn trong cc gii php thit thc pht trin h thng phn phi hin i
ca cc ngn hng hin nay.
"Siu th" ti chnh.
"Siu th" ti chnh l h thng cung ng tt c cc dch v ti chnh nh dch v ngn
hng, u t, trung gian mi gii, bo him h thng ny pht sinh khi ngn hng
tm kim kh nng m rng lnh vc hot ng ca mnh.
Ngn hng qua mng (Internet - Banking)
Tu theo s m rng ca mng ngn hng m ngi ta chia ngn hng qua mng
ra lm hai loi;
- Ngn hng qua mng ni b (mng LAN): Theo mc hon thin h thng
phn phi, cc ngn hng ngy cng s dng mnh m cng ngh tin tin p ng
c nhng nhu cu ngy cng cao ca khch hng. Trong cuc chin v khch hng,
cc ngn hng phc v khch hng ngy cng chu o hn n mc khch hng
khng cn phi ra khi nh hay vn phng v cng khng cn n ngn hng m vn
thc hin c cc giao dch vi ngn hng. H thng ny hot ng da trn c s
44
khch hng c ti khon ti ngn hng, c my tnh c nhn ni mng vi ngn hng
v ng k thu bao vi ngn hng c cp m s truy nhp v mt khu. Vi dch
v ny, khch hng c th truy cp vo my ch ca ngn hng thc hin cc giao
dch: Trch chuyn tin vo ti khon, vay, chi tr hi phiu, mi gii, bo him mua
hng, thc hin cc nghip v vi ngi t hng. thu ht khch hng, h thng ny
cn cung cp thng tin cp nht v a dng v s d, vic s dng ti khon ca khch
hng v c cc thng tin v qung co hng ha, dch v, tin tc, cc th co c bit v
c nhng thng tin c tnh cht gii tr
- Ngn hng qua mng Internet: Mt loi hnh ngn hng qua mng cp cao
hn l ngn hng qua mng Internet. S dng h thng ny, khch hng ch cn s
dng my tnh c nhn ni mng Internet l c th giao dch c vi ngn hng m
khng cn phi n ngn hng. Mi trang ch ca ngn hng trn Internet c xem
nh mt ca s giao dch. Ngoi chc nng kim tra ti khon, khch hng ca ngn
hng cn c th s dng hng lot dch v trc tuyn khc nh vay, mua hp ng bo
him, u t chng khon, chuyn ngn t ti khon ny sang ti khon khc, m ti
khon mi
Thc hin dch v ny, ngn hng s thay khch hng thanh ton v tr ph dch
v thng qua ti khon ca khch hng ti ngn hng. Mi giao dch nh chuyn tin,
m th tn dng (L/C) cho hp ng mua bn gia cc nh xut nhp khu, m th
bo lnh u c th thc hin trc tuyn trn mng Internet. Khch hng khng
phi n ngn hng m vn c th thc hin c cc giao dch thng qua chng trnh
do ngn hng ci t ti gia nh hay vn phng ca khch hng.
So vi cc giao dch thng thng, giao dch ngn hng trn mng c kh nhiu
u im nh chnh xc cao, tit kim c nhiu thi gian do cc lnh c thc
hin t ng trn mng t u n cui, trnh c s trng lp cng vic. Khch
hng c th thc hin vic kim tra ti khon hay thanh ton qua ngn hng 24/24 gi
m khng ph thuc vo thi gian lm vic ca ngn hng. Khch hng cng c th
giao dch vi ngn hng t mi ni trn th gii ch bng mt chic my tnh c nhn
ni mng Internet. Nh vy, ngn hng qua Internet s khc phc c kh khn v
mt khng gian v thi gian. V pha ngn hng, Internet - Banking gip tit kim
45
c chi ph do khng phi lp qu nhiu chi nhnh, nhn s li gn nh hn, v c th

phc v c mt khi lng ln khch hng, t chi ph cho mt khch hng gim
i ng k.
Ngoi nhng thun tin k trn, ngn hng qua mng Internet cng cn nhng
mt hn ch. Nu ngn hng bo mt cho khch hng khng tt th ti khon ca
khch hng rt d b k khc xm nhp v thc hin nhng giao dch gy tn hi.
Ngoi ra, nu mng hot ng ca ngn hng hoc khch hng gp trc trc th cc
giao dch cng s b nh tr.
4.4. Xu hng pht trin ca knh phn phi ngn hng

Nghin cu qu trnh pht trin ca h thng phn phi ngn hng, c bit h
thng phn phi ngn hng ti M v mt s quc gia Chu u c m t trong hnh
20:
Hnh 4.1: Xu hng pht trin ca cc knh phn phi ngn hng
% V giao dch
100
90
Tr s
70
Chi nhnh
50
Ngn hng
t ng
Ngn hng
in t
30
10
1960
1970
1980
1990
2000
Thi im
Nh vy, xu th pht trin chung ca h thng phn phi ngn hng l cc knh
phn phi truyn thng ang thu hp li v cc knh phn phi hin i ang m rng
v thay th dn cc knh truyn thng. Tuy nhin, ti mi quc gia, tu thuc vo iu
kin c th tng thi im khc nhau, vic pht trin h thng phn phi c khc
46
nhau.
4.5 La chn knh phn phi
Mt h thng knh phn phi hp l ca ngn hng phi m bo nhng yu cu
c bn sau:
- Thun tin cho khch hng trong qu trnh giao dch v tip cn vi ngn hng;
- Ph hp vi phm vi, quy m hot ng ca ngn hng c trong hin ti v
tng lai;
- To c sc mnh cnh tranh ca ngn hng;
- Ph hp vi m hnh t chc ca ngn hng.
H thng cung ng dch v ngn hng rt a dng, khc nhau v mc trang b,
loi dch v cung ng, phng tin cung ng v c mc tha mn nhu cu ca
khch hng. Vic a dng h thng cung ng to iu kin hnh thnh nhiu phng
php la chn, b tr knh cung ng sn phm dch v ngn hng.
i vi nhng ngn hng c tim lc, hot ng trn khu vc thun li tt nhin
s la chn h thng cung ng da vo h thng thng tin lin lc hin i, in t,
in thoi, Internet. iu ny cho php h ph kn, m rng cc dch v ca mnh trn
cc th phn chn. Tuy nhin, ch vi h thng cung ng nh vy cng kh c th
m rng c tt c cc sn phm dch v ca ngn hng. Bi l nhiu sn phm dch
v ngn hng ch c th cung ng c vi iu kin c s hin din ca c khch
hng, nhn vin v a im c th. V th, ngn hng cn phi s dng h thng cung
ng da vo cc chi nhnh. Cc chi nhnh c th cung cp y cc sn phm dch
v ngn hng, hoc ch cung cp mt s sn phm dch v ngn hng. y l vn
cn ch trong la chn knh phn phi ca ngn hng.
gip cc nh qun l ngn hng c quyt nh chnh xc trong la chn knh
phn phi, b tr sp xp cc chi nhnh, trc tin, b phn marketing ngn hng phi
nh gi c hot ng ca ngn hng trn c s cc tiu thc:
- S lng khch hng, c bit l s lng khch hng tim n, bao gm c
khch hng c nhn v khch hng Cng ty.
- Xc nh mc cnh tranh, bao gm s lng cc i th v c im ca
47
tng i th, nht l nhng i th mnh.

- a im m chi nhnh phi trung tm vng hot ng. Vng hot ng ca
ngn hng c th chia thnh 3 khu vc:
+ Khu vc 1 l ni c 70% khch hng, s khch hng ny gn v thng
xuyn giao dch vi ngn hng, t cn n sn phm dch v ca ngn hng khc.
+ Khu vc 2 l khu vc c t 25 - 30% khch hng. Cc khch hng ny xa
hn, v vy h khng s dng sn phm dch v ca ngn hng ny m cn s dng c
sn phm dch v ca ngn hng khc.
+ Khu vc 3 l khu vc c phm vi rng hn. Cc khch hng vng ven, h
khng s dng thng xuyn sn phm dch v ca ngn hng ny.
Tip theo, b phn Marketing cn phi nh gi xem ni m chi nhnh c em
li nhiu thun tin cho khch hng khng, v cng xem ni m chi nhnh c nm
trong khu vc th nht ca i th cnh tranh hay khng.
Sau cng l vic nh gi tim nng ca chi nhnh d nh m theo cc tiu thc:
- S cn thit v phn hp i vi cc sn phm dch v m ngn hng cung ng.
- S ph hp vi c im, nhu cu v mong mun ca khch hng.
- Mc cnh tranh.
Nh vy, tim nng ca chi nhnh c xc nh l gi tr ca vng c chn v
l tiu ch a ra la chn cui cng. Gi tr ca vng c xc nh bi gi tr k
vng v nhu cu hng nm ca khch hng v sn phm dch v cung ng ti a im
chn. Nhu cu sn phm dch v hng nm ca khch hng c tnh nh sau:
MNHCDVN = SK x %K x MNHDVN1
MNHCDVN: Nhu cu sn phm dch v hng nm
SK: S lng khch hng trong vng
%K: T l khch hng s dng sn phm dch v ca ngn hng.
MNHDVN1: Nhu cu hng nm v sn phm dch v tnh n trn mt khch
hng.
Do vy, cc nhn vin ca phng Marketing c th nh gi c mt cch tng
i chnh xc v tim nng ca mt chi nhnh, gi tr ca vng hot ng d kin ca
ngn hng. T , ngn hng s c quyt nh la chn a im tt nht cho vic m
48
chi nhnh.
Mt thc t l cc ngn hng hin nay ang hot ng trong mi trng cnh
tranh ngy cng gia tng, s pht trin mnh m ca cng ngh ngn hng v kh nng
gim li nhun ang e da i hi h phi c nhiu cch thc trong vic la chn
mt h thng cung ng ph hp, trnh m rng nhiu chi nhnh. Thay vo l vic
pht trin h thng cung ng sn phm dch v ngn hng hin i da trn nn tng
cng ngh thng tin tin tin.
Chin lc phn phi sn phm Ngn hng c Ngn hng tin hnh bng h
thng phn phi, n bao gm tt c cc knh phn phi. Knh phn phi l cng c
gip phn phi sn phm v giao tip vi th trng rt hiu qu. N l s kt hp mt
s bin php bn trong v bn ngoi Ngn hng trong nhng hot ng c t chc
cung ng mt hay mt nhm sn phm ti khch hng mc tiu. Cc knh phn phi
ch yu l:
Vic a dng ho h thng cng to iu kin hnh thnh nhiu phng php b
tr cc im cung ng sn phm Ngn hng. Cc Ngn hng mi tham gia vo th
trng ti chnh khng c mng li chi nhnh s da vo cc thng tin lin lc, bng
in t bng bu in.
+ Ni m chi nhnh phi trung tm vng hot ng ca chi nhnh c th chia
thnh 3 khu :
- Khu th nht : n 70% tng Khch hng (Khch hng sng v lm vic gn
chi nhnh, t cn dch v Ngn hng khc)
- Khu th hai : chim 25 -30% tng Khch hng (nhng Khch hng nn thng
s dng dch v Ngn hng khc)
- Khu th ba : chim t l nh, thng l Khch hng khng s dng thng
xuyn dch v Ngn hng.
Ni m chi nhnh phi thun li cho vic tip cn Khch hng gn trung tm
thng mi ln... V xem n c trong khu vc th nht ca i th cnh tranh hay
khng. Tm li, khi bit tim nng ca chi nhnh, gi tr vng hot ng d kin,
49
ngi lm Marketing Ngn hng c th nh gi kh chnh xc la chn a im

tt nht chi nhnh nh m.
Phn V: Chin lc gi c
5.1. c im ca gi v nh gi sn phm dch v ngn hng

Ngoi nhng im chung nh gi ca tt c cc sn phm dch v ti chnh khc,
gi ca sn phm dch v ngn hng cn c nhng c im ring:
Th nht, Gi sn phm dch v ngn hng mang tnh tng hp kh xc nh
chnh xc chi ph v gi tr i vi tng sn phm dch v ring bit. Bi khi khch
hng gi tin vo ti khon ti ngn hng, khon tin ny c gi tr l mt khon tit
kim ng thi khch hng c th s dng cc dch v khc ca ngn hng nh thanh
ton, chuyn tin. V vy, uy tn, hnh nh ca ngn hng cng nh gi c li l yu t
tc ng rt ln n quyt nh mua ca khch hng. Cho nn, ngn hng phi quan
tm ng b c v qun l cht lng dch v, xc nh gi hp l v xy dng hnh
nh ca ngn hng. Gi c c coi l b phn quan trng ca hot ng Marketing
ngn hng. ng thi, ngn hng thng tng hp cc gi tr s dng ca sn phm
dch v trong nh gi to s khc bit v nng cao kh nng cnh tranh ca ngn
hng.
Th hai, gi sn phm dch v ngn hng c tnh a dng, phc tp. Cng do tnh
a dng v phc tp ca sn phm dch v ngn hng nn ngn hng c nhiu cch
nh gi khc nhau cho nhng sn phm dch v khc nhau. i vi mt sn phm
dch v, ngn hng c th s dng kt hp nhiu phng php nh gi v cch thc
thc hin gi khc nhau cho cc nhm khch hng khc nhau.
Th ba, gi ca sn phm dch v ngn hng c tnh nhy cm cao. Bi gi sn
phm dch v ngn hng l kt qu tng hp ca nhiu yu t cu thnh v cc yu t
ny rt a dng v thng xuyn thay i. iu ny dn n vic xy dng v iu
hnh chnh sch gi ca ngn hng thng linh hot ph hp vi tnh cht c im
hot ng kinh doanh ngn hng nh i vi nhng sn phm dch v c mc ri ro
khc nhau vic nh gi cng khc nhau, gi sn phm dch v vo cc thi im
khc nhau cng khc nhau, gi ca cng mt sn phm dch v nhng c cung cp
ti cc ngn hng khc nhau cng khc nhau.
50
5.2. Cc kiu gi sn phm dch v ngn hng

Hin nay cc ngn hng thng s dng ba kiu gi ph bin l: gi c nh, gi
ngm v gi chnh lch.
Gi c nh (expilicit price): l cc mc li, ph hay hoa hng m khch hng
phi tr khi s dng cc sn phm dch v ngn hng theo t l nht nh v c ngn
hng quy nh c th.
V d: Ngn hng thng mi C phn Chu (ACB) quy nh: k t ngy
04/12/2000 nu khch hng chuyn tin qua ngn hng s phi tr cho ngn hng
0,06% (ti thiu l 30.000 VND v ti a l 650.000 VND).
Gi ngm (implicit price): l cc loi gi m khch hng hay ngn hng c
nhn hay phi tr khc vi mc c cng b cng khai. N tu thuc vo cch thc
tnh, quy nh ca ngn hng, v d nh Ngn hng u t v Pht trin Vit Nam pht
hnh tri phiu vi li sut cng b l 6%/nm nhng theo hnh thc tr trc. Nh
vy, thc cht l khch hng c hng li sut l 6,4%/nm. Hay vic mt s
ngn hng min ph cho khch hng trong vic s dng th thanh ton, nhng trn
ti khon lun phi c s d v ngn hng khng tr li cho s d tin gi trn ti
khon .
Gi chnh lch (spread pricing): l mc chnh lch gia gi mua v gi bn ca
sn phm dch v. V d, Ngn hng Ngoi thng Vit Nam cng b t gi ng USD
ngy 06/11 l mua vo 15.000 VND/USD v bn ra 15.050 VND/USD. Nu mt khch
hng va mua va bn ng USD cho ngn hng th ch nhn c 99,67% cn 0,03%
chnh l gi chnh lch.
5.3. Xy dng chin lc gi ca ngn hng

5.3.1. Cc cn c xc nh gi sn phm dch v ngn hng
nh gi l cng vic quan trng trong xy dng chin lc Marketing hn hp
ca ngn hng. Khi xy dng chnh sch gi cc ngn hng thng phi da trn
nhng cn c sau:
Th nht, chi ph l cc ngun lc m ngn hng phi b ra duy tr s hot
ng v cung cp sn phm dch v cho khch hng. Chi ph gm hai loi c bn l chi
ph c nh v chi ph bin i. Gi ca sn phm dch v ngn hng ti thiu phi b
p cc chi ph pht sinh.
Th hai, ri ro thc cht l cc khon chi ph tim n. Khi ri ro pht sinh, n s
tr thnh cc khon chi ph thc m ngn hng phi b p trong qu trnh hot ng.
Do vy, nh gi cho cc sn phm dch v ngn hng phi tnh n cc yu t ri ro.
i vi cc sn phm c ri ro cao hn, ngn hng thng phi nh mt mc gi cao
hn v ngc li.
Th ba, c im cu ca khch hng. Cc nhm khch hng khc nhau c
51
im ng cu khc nhau v c phn ng khc nhau vi nhng thay i ca gi (c

nhm nhy cm nhng c nhm khng nhy cm vi gi). Do , ti u ha li
nhun, ngn hng thng nh gi cn c vo s phn ng ca khch hng i vi gi.
i vi nhm t nhy cm, ngn hng c th p dng mc cao hn v ngc li.
Th t, gi ca cc i th cnh tranh trn th trng. Ngn hng phi tnh ti
yu t ny khi xc nh gi sn phm dch v, v gi l nhn t nh hng ln ti nng
lc cnh tranh ca ngn hng. Nu mt ngn hng nh gi cao trong khi cht lng
sn phm dch v khng c g vt tri, sc hp dn ca sn phm dch v li thp
chc chn s c nhiu khch hng chuyn sang s dng sn phm dch v ca cc ngn
hng khc c gi kch thch hn.
5.3.2.2. Quy trnh nh gi sn phm dch v ngn hng
Thc tin hot ng ca ngn hng trn th gii tch lu c nhiu kinh
nghim trong hoch nh chin lc gi, c bit ch r tin trnh xc nh gi sn
phm dch v ngn hng gm 7 giai on:
Xc nh mc tiu
nh gi cu
Phn tch chi ph
Nghin cu nh gi i th cnh
tranh
La chn phng php xc nh

gi
Xc nh gi
Cc quyt nh gi
52
a. Xc nh cc mc tiu
Chnh sch gi sn phm dch v phi gp phn vo vic thc hin tt cc mc
tiu chung ca Markeitng ngn hng, nhng n cng c nhng mc tiu ring l:
- Thu ht khch hng mi v phi tng c sc cnh tranh cho ngn hng. Trong
iu kin cnh tranh ngy cng gay gt nh hin nay, gi l yu t hu hnh c tc
ng mnh m ti vic la chn sn phm dch v m ngn hng ca khch hng.
Khch hng s c s so snh gi gia cc ngn hng khc nhau. Do vy, mt chin
lc gi ph hp gip ngn hng tng kh nng cnh tranh v sc hp dn i vi
khch hng hn.
- Tng doanh s hot ng cng l mt mc tiu quan trng ca chin lc gi
ngn hng. Gi l yu t c tc ng mnh m khng ch n vic tng doanh s hot
ng cho ngn hng m cn to c v th ca ngn hng trn th trng, ng thi
thc hin mc tiu ti a ha li nhun i vi ngn hng.
- Chin lc gi phi nhm vo vic tng cng mi quan h gia ngn hng v
khch hng. Cc ngn hng thng c chnh sch gi khc nhau i vi nhng khch
hng khc nhau. Khch hng truyn thng ca ngn hng s nhn c mc gi u i,
t , chng nhng c tc dng duy tr khc hng c m cn thu ht pht trin khch
hng mi cho ngn hng.
b. nh gi cu
Trong qu trnh nh gi, cc nh Marketing ngn hng thng nghin cu v d
bo c nhu cu v sn phm dch v ngn hng, v cu s l gii hn trn, mc gi
trn ca sn phm dch v ngn hng. V vy, ngn hng thng d bo nhu cu ca
sn phm dch v ngn hng da trn mt s tiu ch sau:
- S lng khch hng hin ti v xu hng pht trin trong tng lai;
- Mc mong mun ca khch hng v sn phm dch v ngn hng;
- Mc gi sn phm dch v ngn hng d kin;
- co gin v cu ca cc mc gi khc nhau i vi tng nhm khch hng.
Mt khc, ngn hng cn phi nhn thc r v mi quan h gia cu v gi.
Thng thng, gi v lng cu c mi quan h t l nghch, c ngha l gi gim lm
tng cu v ngc li. Tuy nhin, do c im ca sn phm dch v ngn hng nn c
53
th gi ca sn phm dch v tng do cht lng, uy tn hnh nh ca sn phm dch v

tng, dn n vic tng cu ch khng phi gim cu. Nm c c im ny, cc
nh Marketing ngn hng c th ch ng trong iu chnh chnh sch gi vi s tng
cng cc bin php nng cao cht lng sn phm dch v cung ng.
nh gi ng n mi quan h gia gi v lng cu, b phn Marketing cn
nh lng c s nhy cm ca cu i vi s thay i ca gi.
nh gi ng mc cu, b phn Marketing ngn hng phi xy dng c h
thng thng tin ton din, y chnh xc, kp thi. ng thi, phi ch r c s
nh hng ca tng nhn t n cu nh hot ng qung co, phng thc cung ng,
cht lng sn phm dch v iu ny gip b phn Marketing tm ra nhng diu
kin ti u, m bo mc cn thit v c mc gi ph hp i vi tng sn phm dch
v, tng i tng khch hng.
c. Phn tch c cu chi ph
Chng ta iu bit, mc gi trn c xc nh bi nhu cu th trng, cn chi
ph s to nn mc gi sn ca sn phm dch v ngn hng. Do vy, gi sn phm
dch v ngn hng v c bn phi b p cc chi ph hot ng kinh doanh nh chi
ph tin lng, chi ph Marketing, chi ph cho b my qun l, d phng ri ro, khu
hao ti sn c nh
gip ch ngn hng c quyt nh gi ng n, cc nh Marketing ngn
hng cn tip hng phn tch im ha vn. im ha vn l im giao nhau gia
ng tng chi ph v ng doanh thu sn phm dch v. Ni cch khc, n l im
m ti doanh thu t sn phm b p c chi ph cung ng sn phm dch v .
Xc nh c im ho vn l c s ngn hng xc nh quy m kinh doanh ti
thiu tng ng vi mc gi ph hp, t , c li nhun i hi ngn hng phi
cung ng ra th trng khi lng sn phm dch v ln hn khi lng ha vn v nu
khi lng kinh doanh nh hn khi lng ha vn th ngn hng b l.
Bn cnh , ngn hng cn tin hnh phn tch chi ph bin, tc ngn hng
nghin cu chi ph mi mt mc hot ng kinh doanh khc nhau, v chi ph gn vi
tng mc v quy m khc nhau s khc nhau. Trong nhng mc quy m v thi
gian nht nh, mi quan h gia chi ph trung bnh v chi ph bin tng vi lng sn
54
phm dch v cung ng c th l m hoc dng. Do , chin lc gi s khc nhau

mi thi k v phi ph hp vi quy m v c cu chi ph hin ti ca ngn hng.
d. Phn tch gi ca i th cnh tranh
Gi l mt yu t quan trng cu thnh nng lc cnh tranh ca ngn hng.
Nhng thay i trong chin lc nh gi ca mt ngn hng c th lm thay i v th
v sc mnh cnh tranh m ngn hng ang phi ng u. Tng t nh vy, nhng
thay i trong chin lc gi ca i th cnh tranh s tc ng mnh m n tt c
cc ngn hng hot ng trn th trng. Do , trong chin lc gi, cc ngn hng
thng quan tm n mc gi ca cc sn phm dch v tng t ca cc i th cnh
tranh. Trn c s , cc ngn hng c th duy tr mt chin lc gi cnh tranh nng
ng hiu qu.
B phn Marketing ngn hng thng nhn thc r mi quan h gia mc gi v
cht lng sn phm dch v ca tng i th cnh tranh. Ngn hng thng nh gi
cht lng sn phm dch v ca i th da theo cc tiu thc sau:
- Mc chnh xc;
- S khc bit ca sn phm dch v;
- Tc phc v tnh bng thi gian mt khch hng vo giao dch ti ngn hng;
- S ph hp ca sn phm dch v vi nhu cu ca khch hng;
- Cc dch v b sung lm tng tnh hu ch ng b ca sn phm dch v;
- u im tng hp cht lng ca sn phm dch v c nh gi sau khi thm
d kin ca khch hng. T kt qu nh gi mi quan h gia gi v cht lng sn
phm dch v ca i th cnh tranh, b phn Marketing ngn hng xc nh mc gi
khng ch ph hp vi mt bng gi th trng m cn tng kh nng cnh tranh v gi
ca ngn hng mnh.
e. La chn phng php nh gi
Thng tin ca cc giai on trn gip cc ngn hng c cn c xc nh mc
gi ti thiu, ti a v bit c gi ca i th cnh tranh. Tuy nhin, c c
chin lc gi hp l, nh qun tr Marketing ngn hng phi la chn c phng
php xc nh gi ph hp. Cc phng php xc nh gi ca ngn hng bao gm:
Phng php xc nh gi theo chi ph bnh qun cng li nhun
55
Phng php xc nh gi theo chi ph bnh qun cng li nhun i hi phi xc

nh c chnh xc chi ph, s bin ng v c cu chi ph v chi ph ca tng loi sn
phm dch v, m iu ny li rt kh i vi nh qun l ngn hng. Tuy nhin,
phng php ny t quan tm ti cc yu t c nh hng ln n gi nh:
- Mc cu v sn phm dch v ngn hng;
- Nhy cm ca khch hng vi gi;
- Mc gi ca i th cnh tranh.
Do , phng php tnh chi ph bnh qun cng li nhun t c ngn hng s
dng.
Phng php xc nh gi trn c s phn tch ha vn m bo li nhun
La chn phng php ny i hi ngn hng phi tnh ton mc gi ti a c
th trng chp nhn, nhng khng nh hng n khi lng sn phm dch v cung
ng v t c mc tiu li nhun. Thc hin nhim v ny, b phn Marketing phi
da trn c s phn tch im ha vn, t xc nh khi lng sn phm dch v
phi cung ng vi mc gi tng ng t li nhun mc tiu (Hnh 25).
Gi
TN
A
P1
Li nhun
Hnh 25:
Chi ph thng xuyn

Khi lng dch v cung ng
Q1
56
E: im ha vn
A: Mc tiu khi cung ng Q1 dch v, gi bn P1.
Phng php xc nh gi trn c s biu gi th trng
Ngn hng khng da trn chi ph cung cp dch v m th ng da theo gi c
th trng iu chnh gi sn phm dch v ca ngn hng mnh, ngha l ngn hng
s dng chin lc gi "theo sau" b ng. chin lc ny thng c cc ngn
hng nh v mi ra nhp th trng p dng.
Phng php xc nh gi trn c s quan h vi khch hng
Ngn hng nh gi cho cc sn phm dch v da trn mi quan h tng th v
lu di vi nhng khch hng. Theo phng php ny, ngn hng cn c vo li ch lu
di v tng th xc nh gi ch khng ch thun tu da vo chi ph v li nhun
i vi tng sn phm dch v cung ng.
Phng php nh gi thp thm nhp th trng
Ngn hng c th t gi thp hn gi th trng hoc iu chnh gi ca mt s
sn phm dch v thm nhp v chim lnh th trng. Sau , ngn hng s tm
cch iu chnh dn mc gi m bo thu nhp.
Phng php xc nh gi trt
y l phng php nh gi sn phm dch v ca ngn hng cao hn gi th
trng. t c hiu qu ca phng php ny, b phn Marketing thng s dng
cc bin php:
- Tng gi ng thi vi nng cao cht lng dch v cung ng v phi to c
s khc bit ca sn phm dch v cung ng;
- Nng gi khng lm nh hng n khi lng sn phm dch v cung ng.
- Tng gi khng gy tc ng thc y hot ng ca i th cnh tranh.
5.3.5. Cc quyt nh v gi
Nhn chung mc gi cho tng sn phm dch v ca ngn hng phi nm trong
mt khong xc nh bi mc gi cc tiu ch b p chi ph v khng c li
nhun cn vi mc gi cc i s khng cn khch hng mun s dng dch v ca
ngn hng. V vy, cc ngn hng thng nh ra mc gi ti u trn c s xem xt cc
nhn t khc nh tm l, chnh sch ca Nh nc, cnh tranh Vic nh gi ca
ngn hng ht sc linh hot, cc ngn hng thng iu chnh mc gi ca mnh thc
ng trong iu kin c th. Phng php thch ng gi thng c s dng l phng
57
php nh gi a l, gim gi v tr cp, nh gi phn bit.

- nh gi theo khu vc a l l vic ngn hng quyt nh gi khc nhau i vi
nhng khch hng cc a im vng, khu vc v quc gia khc nhau, c bit l
nhng khch hng cc vng khu vc a l kh khn.
- Chit khu v tr cp: Ngn hng thng thay i gi c bn ca h v thng
cho nhng khch hng c quan h tt, mua bn khi lng bn. Chit khu gi v tr
cp bao gm cc loi sau: gim gi theo s lng, ma v, tr cp, v xc tin. Trong
hot ng ny, nh gi kt hp v h tr vi chin lc xc tin hn hp.
- nh gi phn bit: y l vic ngn hng thay i mc gi c bn ca mnh
thch ng vi nhng khc bit v khch hng, sn phm, a im Gi phn bit
thng gm cc loi sau: phn bit theo a im, thi gian, dng sn phm dch v v
phn bit theo khch hng.
Nh vy, nh gi l hot ng quan trng ca Marketing ngn hng v l yu t nh
hng trc tip n hot ng v kt qu hot ng ca c ngn hng v khch hng,
n thu nhp v mi quan h gia khch hng v ngn hng. Mt khc, nh gi cho
sn phm ngn hng li ph thuc vo cc hot ng Marketing khc v cc yu t
nh hnh nh ca ngn hng, chi ph hot ng, bin ng ca th trng ti chnh tin
t hay chnh sch ca Ngn hng Trung ng. Do tnh cht tng hp nhn qu , vic
nh gi trong ngn hng rt phc tp v nhy cm. T , n i hi b phn
Marketing ngn hng cn cung cp y thng tin gip ch ngn hng trong vic xy
dng v iu hnh chnh sch gi nng ng, linh hot v c sc cnh tranh cao.
58
Phn VI: Chin lc xc tin hn hp

5.4.1. Tng quan v hot ng xc tin hn hp
5.4.1.1. Khi nim
Xc tin hn hp l mt cng c quan trng ca Marketing, c cc nh ngn
hng s dng tc ng vo th trng. N bao gm mt tp hp cc hot ng nhm
kch thch vic s dng sn phm dch v hin ti v sn phm dch v mi, ng thi
lm tng mc trung thnh ca khch hng hin ti, thu ht khch hng tng lai, to
iu kin thun li cho khch hng tham gia vo qu trnh cung ng dch v, c bit
lm tng uy tn, hnh nh ca ngn hng trn th trng.
5.4.1.2. c im hot ng xc tin hn hp ca ngn hng
Ngoi nhng c im chung ging nh cc sn phm khc, sn phm dch v ti
chnh c nhng im khc bit. Do vy, hot ng xc tin hn hp trong ngn hng
cng c nhng c im ring sau:
Th nht, hot ng xc tin hn hp ca ngn hng rt a dng, phc tp v n
b chi phi bi nhiu phng din truyn tin khc nhau ca ngn hng nh:
- Truyn tin bn ngoi ngn hng, thng qua cc phng tin thng tin nh
truyn thanh, truyn hnh, sch bo, gi th trc tip cho khch hng.. Cc phng tin
ny hng ti khng ch khch hng hin ti, m c nhng khch hng tng lai ca
ngn hng.
- Truyn tin ti cc a im giao dch, bao gm: trang tr ti phng ch, qung
co bng pan, p phch, bng hng dn khch hng s dng sn phm dch v.
- Thng tin ca ngn hng khng ch c thc hin thng qua cc phng tin
truyn tin trn m cn c thc hin thng qua i ng nhn vin ngn hng, c bit
l i ng nhn vin giao dch trc tip. y l phng tin truyn tin quan trng ca
ngn hng, bi nhn vin trc tip va cung cp sn phm dch v, va hng dn,
thuyt phc khch hng s dng chng. Di con mt ca khch hng, nhn vin giao
dch l ngi i din ca ngn hng, l hnh nh ca ngn hng, l ngi quyt nh
mo quan h gia khch hng v ngn hng.
- Thng tin truyn ming ca khch hng: do kh nh gi c cht lng sn
59
phm dch v trc khi s dng nn khch hng ca ngn hng thng tin tng vo
thng tin truyn ming ca nhng khch hng s dng sn phm dch v ngn hng.
V vy, ngn hng phi ch n vic nh gi mc hi lng, tho mn ca khch
hng nhm cng c hnh nh v cht lng sn phm dch v ngn hng trong khch
hng. ng thi, ngn hng cng cn tng cng s tham gia ca khch hng trong
vic truyn tin cho ngn hng.
5.4.1.3. Vai tr ca hot ng xc tin hn hp trong hot ng kinh doanh ngn
hng
Xc tin hn hp l mt trong nhng chnh sch quan trng ca Marketing ngn
hng. Chnh sch xc tin hn hp c v tr c lp tng i trong mi quan h mt
thit vi chnh sch sn phm, gi, phn phi. Hot ng xc tin hn hp l cng c
h tr, to iu kin thn li cho vic thc hin tt 3 chnh sch trn.
Cc hot ng truyn thng lm cho cng chng hiu r, y hn v sn phm
dch v ngn hng gip khch c cn c quyt nh vic la chn sn phm dch v v
ngn hng. Cc hot ng quan h gp cc nh ngn hng nm c nhng thng tin
phn hi t khch hng c v mc tho mn v s khng hi lng v cht lng sn
phm dch v. y s l cn c quan trng ngn hng iu chnh sn phm, gi, h
thng phn phi v c cc hot ng xc tin hn hp cho ph hp vi nhu cu mong
mun ca khch hng. Do vy, hot ng xc tin hn hp gp phn quan trng
trong vic nng cao hiu qu hot ng kinh doanh ngn hng ni chung v Marketing
ngn hng ni ring.
Hot ng xc tin hn hp l cng c truyn tin v ngn hng, v sn phm dch
v, gi c v knh phn phi ca ngn hng i vi khch hng hin ti v tim nng.
Do , hot ng xc tin hn hp gp phn thc hin cc mc tiu l: to lp v
pht trin hnh nh ca ngn hng trn th trng; ch r s khc bit gia ngn hng
ny vi ngn hng khc; tng cng uy tn, danh ting ca ngn hng; thit lp s tin
tng v trung thnh ca khch hng - yu t quan trng ca cnh tranh.
5.4.2. Tin trnh xc tin hn hp trong ngn hng
Hot ng xc tin hn hp c cu thnh bi nhiu yu t, mi yu t c
nhng tc ng tch cc hoc hn ch nht nh. Thng thng hot ng xc tin hn
60
hp ca ngn hng c cu thnh bi 9 yu t (xem s sau):

Ni dung ca mt thng ip cn nhn mnh nhng thuc tnh v li ch ca sn
phm dch v ngn hng mt cch c th, to ra s hiu bit t pha khch hng, gy s
ch ca h v khuyn khch h la chn s dng sn phm dch v v ngn hng.
Ngy nay, hot ng xc tin hn hp trong lnh vc ngn ngn hng thng tp trung
vo vic khuch trng hnh nh tch cc ca mt ngn hng cho cc i tng khch
hng khc nhau.
S 1: Cc yu t cu thnh hot ng xc tin hn hp ca ngn hng.
Ch th
(Ngn hng)
Phn hi
Tr li ca
ngn hng
M ha
Thng ip
Nhiu
Cc trung gian
(Nhng yu t lm sai
lch thng ip)
Phn ng
Gii m
Ca khch hng
i tng tip nhn
xy dng chnh sch xc tin hn hp hiu qu, cc ngn hng thng phi
xc nh c mc nh hng ca tng nhn t v t chc thc hin theo tin trnh
nht nh (xem s 2).
61
S 2: Tin trnh hot ng xc tin hot ng hn hp:

Phn tch tnh hnh
Xc nh cc mc tiu
Thit k thng ip
La chn knh truyn thng
Xc nh ngn sch
nh gi hiu qu
1. Phn tch tnh hnh

Mt chnh sch xc tin hn hp tt phi da trn c s phn tch k lng, y
cc thng tin v c im khch hng, i tng tip nhn thng tin, i th cnh
tranh v mi trng kinh doanh.
1.1. Khch hng
Khch hng l i tng nhn thng tin, v vy, cn phn tch h mt cch k
lng theo cc ni dung sau:
- Thu nhp;
- Mc v c im s dng sn phm dch v ngn hng;
- S hiu bit v sn phm dch v v ngn hng;
- Li sng v c cu dn c;
- Cch thc tip nhn thng tin.
1.2. Tnh hnh cnh tranh
62
Vic phn tch tnh hnh cnh tranh ca cc ngn hng thng tp trung vo
nhng ni dung sau:
- C cu sn phm dch v cnh tranh;
- Sc mnh ca cc i th cnh tranh;
- Nhng im khc bit ca tng i th cnh tranh;
- Chin lc xc tin hn hp ca i th cnh tranh.
1.3. Mi trng hot ng
Bao gm:
- Phn tch cc yu t ni ti ca ngn hng, nh cc mc tiu, cc ngun lc v
cc yu t khc ca hot ng kinh doanh ngn hng.
- Phn tch mi trng hot ng bn ngoi, nh kinh t, chnh tr, x hi, lut
php, cng ngh
2. Xc nh cc mc tiu
Mc tiu ca chnh sch xc tin hn hp nhm gp phn vo thc hin mc tiu
chung ca chin lc Marketing ngn hng. Tuy nhin, xc tin hn hp c nhng
mc tiu ring, l:
- Tng s hiu bit ca khch hng v sn phm dch v v hnh nh ca ngn
hng;
- To s khc bit vi cc i th cnh tranh, ginh s quan tm ca khch hng,
hp dn khch hng mi;
- Tng s gn b ca khch hng vi ngn hng, cui cng l tng doanh s.
y l mc tiu quan trng nht ca hot ng xc tin hn hp. Tuy nhin, mc
tiu ca hot ng xc tin hn hp cn ph thuc vo tng giai d on pht trin c
th ca mi ngn hng. c bit l tng giai on trong chu k sng ca sn phm
dch v ngn hng, ta cng phi c cc hot ng xc tin hn hp khc nhau lun
lm cho sn phm t c doanh thu nh d kin.
3. Thit k thng ip
Thng ip l tng hp nhng thng tin v ngn hng v sn phm dch v ngn
hng c chuyn ti n cc i tng khch hng ca ngn hng, c thc hin
thng qua cc phng tin truyn tin nh mt on vn c trn truyn thanh, truyn
63
hnh, mt bi vit ng trn bo, tp ch

Vic xy dng ni dung ca thng ip phi cn c vo nhu cu, c im tip
nhn thng tin, mc tiu ca xc tin hn hp, ni dung ca sn phm dch v, ng
thi phi cn c vo nhu cu, c im tip nhn thng tin ca cc i tng khch
hng nhm m bo cc yu cu v cu trc, ni dung ca thng ip ph hp vi s
tip nhn v to c s tin tng ca i tng tip nhn. Mt thng ip phi bao
gm nhng yu cu c th sau:
- Phi tc ng mnh m vo suy ngh ca khch hng. V vy, ni dung ca
thng ip phi tp trung vo s khc bit v lm r nhng li ch khi s dng sn
phm dch v ngn hng v c nhng hn ch nu khng s dng n.
- m bo tnh php l ca thng ip qung co;
- Thng ip phi ph hp vi phong tc tp qun, c im vn ha, x hi ca
tng i tng khch hng, tng vng, khu vc, quc gia. Do vy, cn c bit ch
trng khi thit k hnh nh, biu tng, ni dung v ngn t s dng.
- Tnh vui nhn cng l mt yu cu cn thit i vi mt thng ip qung co
ca cc ngn hng. Chng hn, t chc Scottish Amicable nhn c nhiu danh
hiu v hot ng qung co v h s dng videoclip mang tnh gi tr cao gii
thiu v sn phm dch v ca ngn hng.
Thc t cho thy, cc ngn hng rt quan tm n vic thit k cu trc v cht
lng cc thng tin ca thng ip qung co nhm m bo c s chp nhn v tin
tng ca khch hng. Trch nhim ny khng ch thuc b phn Marketing m cn
lin quan ti tt c cc b phn khc trong ngn hng.
4. La chn knh truyn thng
Thng ip c chuyn ti khch hng thng qua h thng knh truyn thng.
Do vy, vic la chn knh truyn thng ph hp vi ni dung, vi i tng tip nhn
thng tin s nh hng trc tip n hiu qu ca hot ng xc tin hn hp ca ngn
hng. Knh truyn thng ca ngn hng c phn thnh hai loi:
- Knh c nhn: c thc hin bi cc c nhn chuyn ti thng ip, bao gm
i ng nhn vin ngn hng giao dch trc tip phc v khch hng v thm ch s
dng c nhng ngi trong gia nh, anh/ch b ca h R rng, knh ny c thc
64
hin vi chi ph rt thp m hiu qu li cao bi to c s tin tng i vi khch

hng ngay t u, n c s dng kh rng ri trong cc ngn hng hin nay.
- Knh phi c nhn: L knh c thc hin qua cc t chc nh c quan pht
hnh n phm, c quan thng tin i chng, cc Cng ty qung co Mi knh c u
nhc im nht nh. V vy, khi s dng phi cn nhc cho ph hp vi iu kin c
th ca c khch hng v ngn hng. Bn cnh , cc ngn hng thng ch to
dng "bu khng kh" nhm tng cng uy tn hoc khuyn khch khch hng s dng
sn phm dch v ngn hng, thm ch cn t chc cc bui hi tho v tng sng
to thng ip qung co.
5.4.3. Cc hnh thc xc tin hn hp ca ngn hng
t c cc mc tiu xc nh, b phn marketing ca ngn hng thng
trin khai chin lc xc tin hn hp thng qua cc hnh thc sau:
1. Qung co
Qung co l phng thc truyn thng khng trc tip nhm gii thiu sn phm
dch v ngn hng hoc ngn hng thng qua cc phng tin truyn tin v ngn hng
phi tr chi ph.
Qung co ca ngn hng l hot ng mang tnh cht chin lc, l u t di
hn duy tr li th cnh tranh ca ngn hng trn th trng. Qung co c s
dng kh ph bin trong hot ng kinh doanh ca cc t chc ti chnh - ngn hng,
iu m trc y c p dng thnh cng trong cc doanh nghip sn xut lu
thng. ng thi, chi ph qung co ngy cng tng trong cc t chc ti chnh ngn
hng ln. nng cao hiu qu qung co, cc ngn hng thng thc hin theo tin
trnh sau:
1.1. Xc nh mc tiu qung co
Mc tiu qung co chi phi ton b hot ng qung co. Cc ngn hng thng
c mt s mc tiu qung co chnh nh sau:
- Xy dng, cng c, khuych trng uy tn, hnh nh ca ngn hng.
- Gii thiu sn phm dch v mi.
- M rng th phn.
- Tng doanh s trn th trng hin ti v th trng mi.
65
Nhim v ca qung co trong lnh vc ngn hng thng l cho bn nhng sn

phm dch v mi v cung cp nhng thng tin mi cho khch hng. Do vy, ni dung
qung co ph hp, hp dn s c tc ng mnh ti vic tng doanh s c trong ngn
hn v di hn. Mt khc, hnh nh qung co ph hp cn nng cao s tin tng ca
khch hng i vi ngn hng - yu t sng cn ca ngn hng.
1.2. Yu cu ca qung co ngn hng
c im ca qu trnh cung ng sn phm dch v ngn hng nh hng ln
n ni dung v hnh thc qung co ca cc ngn hng. V vy, thc hin tt
chng trnh qung co cc ngn hng cn phi m bo cc yu cu sau:
- Gim tnh v hnh ca sn phm dch v ngn hng.
gim tnh v hnh ca sn phm dch v ngn hng, ngi lm cng tc qung
co ca ngn hng thng tp trung vo vic khai thc cc yu t b tr khc, l s
kt hp hi ha, hp l cc cht liu trong xy dng thng ip qung co nh hnh
nh, m thanh, mu sc, ngn t, thng tin chnh xc, c bit phi to c hnh nh
biu tng c th v s khc bit ca n trong thng ip qung co.
- Dch v ngn hng c cu thnh bi nhiu yu t. Do vy, khi qung co, cc
nh marketing thng nhn mnh v cht lng ca tng yu t, c bit l cht lng
ca i ng nhn vin - yu t quan trng nht.
- Ni dung ca qung co cn r rng, thm ch phi ch r c nhng kt qu
c th ca sn phm dch v ngn hng trong thng ip qung co, trnh nhng chi
tit khng cn thit. V k thut, khi qung co trn cc n phm hoc truyn hnh,
ngn hng phi quan tm n vic gi m s dng sn phm dch v v hnh nh ca
ngn hng.
- Ngy nay, cc ngn hng thng mi thng gia tng vic qung co trn cc
tp ch ring ca h v qua khch hng c iu kin nm y thng tin, tm hiu
k lng v sn phm dch v v ngn hng. Mt khc, cc ngn hng cn tp trung
vo vic cho bn cc sn phm dch v mi hoc thng tin mi cho khch hng.
- Hin nay, cc ngn hng ln thng quan tm n vic qung co cho chnh
nhn vin ca ngn hng. y cng chnh l ni dung ca marketing i ni, c bit,
l cc nhn vin trc tip giao dch vi khch hng. Bi cc nhn vin phi thu hiu
66
v tnh cht, c im ca sn phm dch v mi c th thnh cng trong truyn t,

hng dn thuyt phc khch hng. Nhiu ngn hng cho rng y l cch qung co
hu hiu nht.
- Ni dung ca mt thng ip qung co ca ngn hng phi m bo cung cp
nhng thng tin c o, s khc bit so vi sn phm dch v ca i th cnh tranh,
s tin dng, hiu qu ca sn phm dch v, nhng iu m khch hng ang mong
i t ngn hng, s khc bit so vi sn phm dch v ca i th cnh tranh.
1.3. La chn phng tin qung co
Phng tin qung co kh phong ph nhng cc ngn hng thng tng cng
vic qung co qua cc phng tin nh bo, tp ch, tivi, truyn thanh, pan, p phch,
Interenet Mi phng tin c nhng u im v hn ch nht nh. V vy, khi la
chn phng tin qung co, cc ngn hng thng quan tm n s ph hp vi mc
tiu, sn phm dch v, nhu cu ca khch hng, chi ph v ngn sch dnh cho hot
ng qung co.
1.4. nh gi hiu qu ca hot ng qung co
nh gi hiu qu hot ng qung co l cng vic quan trng, nhng ht sc
kh khn, c bit l qung co ca ngn hng. Tuy nhin, ngn hng vn c th da
vo mt s tiu thc nht nh nh gi hiu qu qung co, l:
- Tc ng tng doanh s;
- So snh khi lng tng vi chi ph qung co;
- Mc nhn bit v s ph hp ca thng tin qung co i vi khch hng;
- S lng khch hng tip nhn thng tin v s lng khch hng a thch thng
ip qung co.
2. Giao dch c nhn
Giao dch c nhn l nhng giao dch trc tip c thc hin gia nhn vin
ngn hng v khch hng nh vic gii thiu v thc hin cung ng v dch v ca
nhn vin giao dch thng qua cuc gp g i thoi, thuyt phc, in thoi y l
qu trnh giao tip phc tp, chu nh hng bi nhiu yu t nh cc quan h c nhn,
bn cht ca sn phm dch v, nhu cu mong mun ca khch hng v cc giai on
ca quy trnh giao dch. Phn ny c trnh by k trong phn II trn.
67
Xu hng chung ca cc ngn hng hin nay l quan tm ti vic khuyn khch
nhn vin phc v tt khch hng thng qua cc c ch tin lng, tin thng hoc
hoa hng, tng cng o to nhn vin giao dch v phi hp vi cc loi nhn vin
ti chi nhnh nhm huy ng c s quan tm ca tt c nhn vin ngn hng trong
vic phc v khch hng.
3. Tuyn truyn hot ng ca ngn hng trong x hi
Tuyn truyn trong x hi theo cch hiu truyn thng ch l gi i nhng thng
tin ca mt ngn hng qua cc n phm. Ngy nay, tuyn truyn x hi tr thnh hot
ng ht sc phong ph, a dng. V vy, xy dng v nng cao hnh nh cho ngn
hng, h thng s dng phi hp nhiu cng c trong tuyn truyn;
- Bo co kt qu thng nin ca ngn hng dch ra nhiu th ting.
- Cc bi din thuyt ca lnh o ngn hng.
- T chc hi tho theo cc chuyn ;
- Tham gia cc hot ng t thin;
- Bi vit ng trn cc tp ch;
- Cc n phm khc.
Nh vy, mc ch ca tuyn truyn x hi nhm to dng v duy tr s hiu bit
rng ri trong x hi v ngn hng, c bit l i vi nhng i tng s giao dch vi
ngn hng. Khch hng y kh phong ph, bao gm c nhng nhn vin ngn hng
mi, cc trung gian, cc c quan chuyn trch ca Chnh ph v dn c. pht huy
hiu qu ca tuyn truyn x hi, cc ngn hng thng xy dng chng trnh hot
ng c th v t chc thc hin nghim tc, u n. Cch tip cn ny c cc
ngn hng ln p dng kh thnh cng.
Tuy nhin, tuyn truyn hot ng ca ngn hng trong x hi khng ch lin
quan n khch hng m cn lin quan n nhiu vn x hi. Chnh v vy, cc
ngn hng thng tp trung tuyn truyn cho hnh nh ca mt ngn hng hn l mt
sn phm dch v c th ca n bi hnh nh v mt ngn hng c bit quan trng i
vi quyt nh la chn ngn hng ca khch hng. Vic pht trin hnh nh ca mt
ngn hng r rng v tin cy ngy cng c coi l quan trng trong chnh sch xc
tin hn hp ca marketing ngn hng. C th ni, hnh nh ca mt ngn hng l tt
68
c nhng g m khch hng cm nhn c v trnh , danh ting, s lng, cht

lng dch v cung ng, chin lc kinh doanh, c cu t chc, k thut cng ngh,
lch s v vn ha kinh doanh. Do vy, vic tuyn truyn v hnh nh ca mt ngn
hng l phi tm cch truyn ti s tn ti ca n mt cch ph hp khng ch trong x
hi m cn trong ton b cn b nhn vin ca ngn hng v hot ng ca ngnh
ngn hng.
4. Hot ng khuyn mi
y l vic s dng nhm cc cng c nhm tc ng trc tip v tch cc vo
vic s dng v nh hng cho vic s dng v la chn ngn hng ca khch hng,
c tc dng lm tng doanh s hot ng v to li th cnh tranh ca ngn hng. Thc
cht, l cc cng c kch thch, thc y cc khu cung ng, phn phi, s dng
dch v v la chn ngn hng ca cc nhm khch hng.
Mc tiu ca hot ng khuyn mi phc v cho vic thc hin mc tiu ca
chin lc marketing. c bit i vi sn phm dch v ca th trng mc tiu v
c im ca tng sn phm dch v.
Khuyn mi c tc dng khuyn khch khch hng hin ti s dng nhiu sn
phm dch v hn v thu ht khch hng mi, ng thi khuyn khch lc lng phn
phi y mnh cc hot ng ca ngn hng.
Hot ng khuyn mi thng c cc ngn hng tin hnh song song vi cc
chin dch qung co pht huy hiu qu tng hp ca chng. Cc hot ng khuyn
mi c nhiu ngn hng p dng nh u i trong tn dng cho sinh vin, qu tng,
gim hoc min ph cho khch hng ln u quan h hoc quan h lu di. Hi ngh,
hi ch trin lm v t chc cc cuc thi cung c p dng ph bin v kh thnh
cng trong cc ngn hng.
V d: Cc ngn hng Barclay v Bank of Scotland p dng nhng u i cho
khch hng s dng sn phm dch v ca ngn hng nh:
- Min ph s dng nm u;
- Gim ph cho nm tip theo;
- Tn dng khng tch ly ti 50 ngy;
- Gim ph nu tiu th ti 2500 bng trong 1000 ngy.
69
Ngy nay, nhiu nh kinh doanh ngn hng cho rng khuyn mi l cng c cnh
tranh mnh m trong m rng th phn v c s dng rng ri khng ch i vi
khch hng m c i vi nhn vin giao dch v cc trung gian.
5. Marketing trc tip
Marketing trc tip c hiu l vic s dng mt h thng cc phng tin
nhm thit lp v m rng vic i thoi trc tip gia ngn hng v khch hng.
Cc phng thc ca marketing trc tip bao gm:
- Gi th, gi t ri n tn tng khch hng;
- Gi li gii thiu v ngn hng v sn phm dch v mi ti tng khch hng;
- Gii p trn truyn thanh, truyn hnh;
- in thoi;
- Hi ngh khch hng.
Li th ca marketing trc tip so vi cc phng thc xc tin hn hp khc
chnh l s gia tng c hi giao tip gia khch hng v ngn hng, gip khch hng
nhn c thng tin v ngn hng nhanh chng, y , c th, kp thi. Cn ngn
hng c c hi gii thiu cung ng sn phm dch v mi, duy tr khch hng hin
ti, gim chi ph qung co, tng hiu qu th trng mc tiu, c iu kin tnh
ton v nh gi chnh xc kt qu, pht huy c tnh linh hot trong quan h giao
tip trc tip gia khch hng v nhn vin ngn hng, c bit l hn ch c s theo
di ca i th cnh tranh.
Do vy, hot ng marketing trc tip tng trng kh mnh m trong hot
ng xc tin hn hp ca ngn hng trong nhng thp k qua. Qua nghin cu v 105
ngn hng ti Anh th 85% trong s p dng marketing trc tip.
6. Cc hot ng ti tr
Hot ng ti tr ngy cng c p dng rng ri trong cc nh ch ti chnh
ni chung v trong ngn hng ni ring. Bi thc t, hot ng ti tr gp phn m
bo s thnh cng ca hot ng marketing ngn hng ni chung ca chnh sch xc
tin hn hp ni ring. Phn gia tng y da trn s tin tng, gy dng hnh nh v
to s hiu bit su rng v ngn hng. Hot ng ti tr c th t c cc mc tiu
sau:
70
- Tng cng s hiu bit ca khch hng v ngn hng v nhng i mi ca

ngn hng;
- Thu ht s ch ca cc phng tin thng tin i chng;
- Tng cng cc mi quan h trong cng ng x hi;
- Tng cng uy tn v hnh nh ca ngn hng;
- Gip ngn hng trong tuyn dng nhn vin, c bit l thu ht nhn ti cho
ngn hng.
Hot ng ti tr ca cc nh ch ti chnh kh a dng phong ph nh ti tr
cho cc hot ng th thao, ngh thut, o to, bo v mi trng v cc hot ng
vn ha x hi.
Cc nghin cu v hot ng ti tr ca cc hip hi, cc cng ty bo him v
ngn hng ca mt s nc trn th gii cho thy ngy cng c nhiu t chc p dng
loi hnh ny. Ti 72,4% cc t chc c iu tra ang tin hnh hot ng ti tr. H
dnh trn 5% tng ngn sch ca hot ng xc tin hn hp cho hot ng ti tr.
Ti tr cho hot ng th thao l lnh vc c cc t chc ti chnh - ngn hng
s dng nhiu nh:
- Gii bng mang tn Greclubsfinal;
- Gii qun vt mang tn Milan Bank Championships;
- Gii bng bu dc mang tn Sarce & Prosper Internationals;
- Ngn hng Nng nghip v Pht trin Nng thn Vit Nam ti tr v t chc
cho gii bng quc t Agribank Cup; gii bng bn cc i mnh ton quc - Cp
bo Quc t.
Ti tr cho hot ng th thao mang li nhiu li ch: th hin s hin din th
trng mc cao, kh nng tip cn vi nhiu i tng, khm ph c nhiu
on th trng mi. Cn c nhiu l do khc na m ngn hng Barclay quyt nh
ti tr cho gii Football league.
- Tip cn vi gii tr, l ngun tuyn dng ch yu.
- Hot ng th thao thng bao ph ton quc, gii c truyn hnh ton quc.
- Bng c s quan tm ca mi la tui v cc nhm trong x hi.
Mc d th thao l lnh vc c quan tm nhiu, song n khng tha mn mi
71
yu cu ca ngn hng. Cc hot ng ngh thut cng l hng ti tr ca nhiu ngn

hng.
- Ngn hng hong gia Scotland ti tr cho cc bui ha nhc ca t chc
Mozcort Gala.
- Ngn hng Lloyds tp trung vo ti tr cho cc hot ng thi trang. Thi trang
cng to c s cho cc ngn hng xc nh cc giai on th trng chung, th trng
ca gii tr v th trng dnh cho ngi trng thnh. Bi l, thng qua ti tr, biu
tng ca ngn hng c gn vi cc sn phm dch v. Ngn hng s c c hnh
nh mang tnh hin i m khng cn phi to ra s khc bit so vi cc t chc ti
chnh khc.
Mc d 44% ngn sch ti tr dnh cho hot ng th thao v cho thi trang
22%, nhng ti tr cho hot ng v mi trng l hot ng cng bt u hp dn.
Ngn hng Barclay bt u ti tr cho hot ng ca Woodland Trust t nm 1990.
Sau , ngn hng hong gia Scotland cng bt u ti tr cho hot ng Woodland
Trust.
Hot ng ti tr cho cc phng tin truyn thng ang hp dn mt s t chc
dch v ti chnh nh Legal & General h tr cho hot ng d bo thi tit.
la chn lnh vc ti tr c hiu qu, cc ngn hng thng da vo nhng
cn c sau:
- Hot ng ti tr c s lin quan n sn phm dch v ngn hng cung cp;
- Hot ng ti tr gi m nhng suy ngh v hnh nh sn phm dch v no ;
- C s lin tng v hnh nh ca ngn hng.
Th trng dch v ti chnh tri qua mt thi k vi nhng thay i nhanh
chng trong sut nhng thp k qua. Ngn hng vi cc nhm sn phm dch v truyn
thng ang phi thay i mnh m v ngy cng phi cnh tranh nhiu hn trn th
trng vi nhiu nhm sn phm dch v ngn hng mi. Nhng tc ng ca lut
php, s nng cao dn tr v thnh tu cng ngh thng tin lm thay i mi trng
hot ng ngn hng, l nguyn nhn chnh dn ti vic gia tng nhanh chng cc hot
ng marketing ngn hng. Cc ngn hng dnh nhng khon ngn sch ng k
cho hot ng xc tin hn hp thng qua cc thng ip truyn ti tng nhm khch
72
hng khc nhau. t hiu qu, hot ng xc tin cn s h tr v tch hp vi cc

ni dung khc ca marketing ngn hng. Cn phi ch vo c trng ca sn phm
dch v cng nh nhng cn tr trn th trng ti chnh v chnh l c s chnh
a ra cc thng ip cng nh la chn phng tin ph bin cc thng ip. Hn
na, hot ng truyn thng ca ngn hng khng phi l knh duy nht ph bin
nhng tin tc v hot ng ca ngn hng m cn phi thng qua cc chin dch quan
h khc. S kt hp tng th ca cc hot ng ny s lm tng hiu qu ca hot ng
xc tin hn hp ca ngn hng. Nh vy, ngn hng c th t c cc mc tiu
xc nh mt cch nhanh chng.
Bi tp tnh hung
1.1.
Hy s dng m hnh cc cp ca sn phm phn tch mt sn phm

ngn hng hin ti m Ngn hng An Bnh ang cung cp (tin gi, cho
vay, thanh ton).
1.2.
Hy m t danh mc sn phm dch v ca mt ngn hng thng mi bt

k no ca Vit Nam v cho kin nhn xt.
1.3.
im mnh, im yu trong dch v khch hng ca Ngn hng An Bnh
1.4.
Lm th no ci thin cht lng dch v khch hng hin ti ca Ngn

hng An Bnh
1.5.
Hy m t c im ca sn phm dch v ngn hng v nu r nhng

nhn t nh hng n vic pht trin danh mc sn phm dch v ca
mt ngn hng.
1.6.
Vi tnh hnh th trng th ghi n v ATM nh hin nay, theo anh/ch ,

Ngn hng An Bnh nn c nh hng g cho vic pht trin sn phm
ny ?
1.7.
Theo anh/ch, Ngn hng An Bnh nn s dng knh phn phi no l ch

yu trong hin ti v tng lai? Ti sao?
1.8.
Hy phn tch cc cng c xc tin hin ti ca NH An Bnh v xu hng

s dng cc cng c ny trong tng lai.
73
GII THIU SCH THAM KHO

TUYN TP CC DNG THI VO NGN HNG
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th v gi vo s 0985.142.984, ng thi bn gi km theo a ch Email hoc Yahoo
mnh s gi ngay cho bn qua Email hoc Yahoo ty bn la chn.
Thng tin khuyn mi:
Khi mua sch cc bn cn c khuyn mi 4 in 1
+/ 1 ti khon vip trn Tailieu.vn khng gii hn s lng v thi gian,
+/ 1 b ti liu n thi vo ngn hng Sacombank lu hnh ni b, c p n. thang im.
+/ 1 Ebook lut Ngn hng mi nht
+/ 1 b sch H Thng Bi Tp, Bi Gii V Dng Thi Nghip V Ngn Hng
Thng Mi
(Ti liu cc him ca PGS.TS Nguyn ng Dn, trng H Kinh T TP HCM )
Mi gp , hi p vui lng lin h: Anh Minh
Mobile: 0985.142.984
Yahoo: sorry_honeyhn
HNG DN S DNG SCH

I. HNG DN M SCH
+/ Sau khi nhn c Email bn ti file nh km Tuyen tap de thi vao cac ngan hang Version
3.2.rar sau gii nn v m bng phn mm c file PDF.
Ch : pass m file l giangblog
+/ C mt s trng hp bn khng th m c file pdf.
Nguyn nhn: Bn ang dng phn mm c file pdf phin bn c.
Khi gp trng hp ny bn hy ti file nh km Email FoxitReader431_enu_Setup.rar
hoc click TI Y ti link trc tip sau ci t v m sch.
II. HNG DN TRA CU V S DNG
Hin sch c to cc siu lin kt (l cc ch mu xanh) gia cu hi v cu tr

li, do , vic tra cu v s dng rt n gin v d dng.
Bn ch vic Click vo phn ch t mu xanh (L cc ch c cha lin kt) s thy ngay

p n hoc click ngc li thy cu hi.
Mi vn lin quan n ti liu lin h theo thng tin di y c h

tr sm nht.
Anh Minh - Mobile: 0985.142.984 - Yahoo: sorry_honeyhn

Chuyen de 6 - Marketing NH

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Chuyen de 6 - Marketing NH

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Ti liu QTKD NHTM Marketing Ngn hng

Phn 1. Tng quan v marketing ngn hng

Marketing v tm quan trng ca n

Marketing nhiu hn l qung co v bn hng, nhiu hn l nghin cu th trng,

Ti liu QTKD NHTM Marketing Ngn hng

trnh thng qua cc c nhn v tp th t c ci m h mun thng qua vic to

S pht trin v pht tn ca marketing vo cc ngnh, cc lnh vc sn xut khc nhau

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Hnh 1.1. Cc lnh vc ch yu tp trung ca marketing

Marketing tiu dng

1950s 1960s 1970s 1980s

iu ny xut pht t tm quan trng ca vic gi cc mi quan h v gi khch hng.

Marketing ngn hng: Khi nim, c im v nhng thch thc

khi ng dng vo hot ng Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Hnh 1.2: Cc mc tiu ca marketing ngn hng i vi khch hng

c im ca dch v ngn hng

1.2.1. Tnh v hnh

Ti liu QTKD NHTM Marketing Ngn hng

Dch v s dng nhiu

1.2.2. Tnh khng th tch bit

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Tnh lin tc v tc thi

Ti liu QTKD NHTM Marketing Ngn hng

Tnh hp dn khch hng hn ch

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

tn cng nh nng lc kinh doanh ca mt ngn hng. N c th nh hng trn hai

Hot ng ti quy giao dch Ngn hng Si

Tr s chnh Ngn hng Cng thng Vit

Tuy chim t trng nh trong tng ti sn, nhng song cc ti sn c nh nh hng

Ti liu QTKD NHTM Marketing Ngn hng

2.2. Khch hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Sn phm Bn hng &

Nu theo quan im bn hng, ngn hng s u t qu nhiu vo ti sn ca

Ti liu QTKD NHTM Marketing Ngn hng

Trung tm Bi dng v T vn v Ngn hng Ti chnh - i hc Kinh t Quc dn

Ti liu QTKD NHTM Marketing Ngn hng

Hnh 2.2. : Cc thang bc nhu cu t nhin ca khch hng (Maslow)

T pht trin v th hin

Do vy, yu t quyt nh cc Ngn hng thnh cng v pht trin trong c

Ti liu QTKD NHTM Marketing Ngn hng

Suy ngh v li ni tiu

Hu ht cc ngn hng quan tm nhiu n th phn hn l vic tha mn nhu cu

Ti liu QTKD NHTM Marketing Ngn hng

C th tip cn ngn hng bng

phn hi nhanh chng

Tip cn khch hng bng bt k

Ngn hng ch n vi h bng

phng tin truyn thng no, min l

nhng thng ip v phng tin

tit kim nhng hiu qu, khng cn

thch hp v nhng thi im

bit khch hng c thch khng.

Gim chi ph ni chuyn trc tip qua

Mun li cun khch hng bng vic

cho hng, k c nhng sn phm dch

hng nhng g h thch c