DIEN BAN />// T A N G C U C J N G MARKETING DICH VU C O N G D A P tfNG YEU CAU TU CHU VA QUAN TRI DAI HOC TIEN TIEN CUA TRUCfNG DAI HOC N O I VU H A NOI Le Thanh Huyen * Tdm tdt HUdng tdi tU chu vd qu[.]
DIEN BAN />// T A N G C U C J N G MARKETING DICH VU C O N G D A P tfNG YEU CAU TU CHU VA QUAN TRI DAI HOC TIEN TIEN CUA TRUCfNG DAI HOC N O I VU H A NOI Le Thanh Huyen * Tdm tdt: HUdng tdi tU chu vd qudn tri dai hoc tien tien, yeu cdu dat doi vdi TrUdng Dai hoe Ndi vu Hd Ndi Id phdi ndng cao chat lUdng, xdy dUng vd phdt trien thUdng hiiu Di thUc hien dUdc diiu ndy thi cdng tdc truyen thdng dai hoc phdi dUdc dat chien lUdc phdt trien chung cua TrUdng Marketing dich vu cdng Id mdt phdn cua cong tdc truyin thdng cdc hoat dong cda TrUdng Dai hoc Ndi vu Hd Ndi Tdng cUdng hieu qud marketing dich vu cdng se tao dUng dUdc hinh anh, uy tin cua Nhd trUdng cdng tdc ddo tao, bdi dUdng (DTBD) vd cung dng dich vu cdng cho ngdnh Ndi vu vd xd hdi Tii khda: marketing dich vu cdng; qudn tri dai hoc tien tien; tU chii dai hoc Abstract: Towards advanced university management and autonomy, the requirement for Hanoi University of Home Affairs is to improve the quality, build and develop the brand To accomplish this, university communication should be placed in the overall development strategy of the University Public service marketing is part of the communication activities of Hanoi University of Home Affairs Improving the effectiveness ofpublic service marketing will create the image and prestige of the school in training, refresher training and provision ofpublic services for the interior and the society Key words: public service marketing; advanced university administration; university autonomy Ngdy nhdn bdi: 15/10/2018 Ngdy sda bdi: 21/10/201 Ngdy duyit ddng 15/10/2018 Dat van de Viet Nam, khdi niem "dich vu cdng" xuat hiln Sau chiln tranh t h i gidi thfl hai, thuat ngfl ehinh thfle Nghi quyet Hdi nghi lan thfl "dich vu edng" bat dau dflpc sfl dung d cdc BCH Trung fldng (Khda VIII) Trdi qua nfldc chdu Au va dflpc quan niem ludn gan qua trinh phat trien, dich vu cdng vdi vai trd eua nha nflde viee thflc thi edn dflpc tilp can d mdt khia canh khac Id ehfle ndng quan ly hanh chinh nhd nfldc nhflng boat ddng dap flng nhu eau thilt ylu * TS, Phd Hieu trUdng TrUdng Dai hoc Ndi vu Hd Noi 80 I Tap chi Khoa hpc Npi vu VX DliNDANi eua edng ddng vd xa hdi cd t h i dflpc eung cap chu, trfldng dai hpc phai ed quan dilm boat bdi nhd nfldc hoac tfl nhdn dfldc nhd nflde ddng linh hoat nhfl doanh nghiep (nhflng chi dinh hoac fly quyln thfle hien khdng phai Id doanh nghiep) Theo Id trinh, Dich vu edng la mdt bp phan cfla khu vflc den ndm 2020, Trfldng Dai hoc Ndi vu Hd cdng, thfle hien cac boat ddng cung cap dich Ndi se la trfldng dai hpc tfl ehu De qudn tri vu mang lai Ipi ich tap thi hoac Idi ich cd nhan dai hpc tien tiln va tfl ehu cdng, van dl xa hdi Theo tac gid Vu Tri Dung, dich dat cho Trfldng Dai hpc Npi vu Ha Ndi la vii cdng la tap hdp edc dich vu dflpc cung cap phdi phdt triln dong deu cd ba tru edt, nhdm dam bdo eho ngfldi sfl dung/cdng dan marketing dich vu edng la linh vflc can khung canh phat trien cua sfl doan ket dflde dau tfl, quan tam phdt triln d l tao xa hdi Dich vu cdng thfldng dfldc chia lam cdc ngudn Iflc phue vu hoat ddng tfl ehu eua ba nhom: (i) Cac dich vu cdng quyen tfldng Nhd trfldng flng vdi chflc nang eua Nha nfldc nhfl: tda dn, an ninh, qudc phdng (ii) Cae dich vu van Thflc trang marketing dich vu cong d Trfldng Dai hpc N6i vu Ha Npi hda - xa hdi nhfl: giao due, y te, trd cap xa hpi 2.1 Tdm quan cua marketing dich vu .(iii) Cdc dich vu cd tinh chat kinh t l nhfl: cdng ddi vdi tii chii vd qudn tri dai hoc ti&n tiin nang Ifldng, van chuyin, vien thdng De thflc hiln hilu qua edng tae marketing Marketing dich vu cdng la nhflng hoat dpng quang ba, lam cho khach hang (ngfldi dich vu edng, can ehu y mot so ndi dung trpng hpc, ddi tdc) chu y den nhflng Ipi ich ma dich tdm sau: vu edng dem lai va tin tfldng vao chat Ifldng - Nhan biet va lam rd van de can giai quylt dich vu cdng Tfl dd thu hflt dfldc sd ddng Day la ndi dung quan trpng d l xae dinh mue khach hang dat niem tin sfl dung dich vu tieu marketing dich vu cdng; edng eua Nhd trfldng - Xac dinh nhflng thdng tin can thilt de thu thap, nghien cflu va dfla ndi dung Hoat ddng marketing dich vu cdng phdt trien d ba cap dp khae Dd la: marketing Cd thi sfl dung nhilu phfldng Cap dp thfl nhat, tfl va trilt ly d cap phdp thu thap vd phan tieh thdng tin de dat dp can xdc lap mdt tinh than, y thfle vl hilu qua eao nhat; marketing hay ndi cdch khdc id tuyen bo triet - Xdc dinh dung npi dung can marketing, ly cung cap dich vu edng eua Trfldng Dai hpc truyin thdng; phfldng phap, cdng cu truyin Ndi vu Hd Ndi Vi du: "Khdch hdng la thfldng thdng va ddi tfldng truyen thdng de dat hilu dl", "Ngfldi hpc la khach hang", "Van hda chat qua cao nhat Ifldng", "Phue vu hilu qua"; Xu t h i chung hiln cung cap dich vu Cap dp thfl hai, marketing dfldc sfl dung cho xa hdi la mdt ba tru edt phat trien nhfl mdt quy trinh de tham gia vdo chuoi quan cua trfldng dai hpc Dd la: Ddo tao, nghiln tri chat Ifldng vd dich vu cua Nha trfldng Xay eflu khoa hpc va cung cap dich vu Khi tfl dflng mpt he thdng quy trinh chat che se nang 811 Tap ehl IChoa hpc Npi vu DIEN DAN j^ cao hieu qua qudn ly, thuan Idi vile to trinh DTBD chat Ifldng cad, tai trd d l tdi, de ehfle trien khai eung cap dich vu edng Tfl dd an, hdp tdc phdt triln se tao dflng dflpc uy tin va thfldng hilu cho Nha trfldng; (iii) Marketing dich vu cdng la mdt ehfle ndng can thilt chien Ifldc quan tri dai Cap dp thfl ba, cdc ky thuat dflpc sfl dung de hpe tien tiln cua Nha trfldng Vdi yeu eau cap tang cfldng hilu qua cua boat ddng marketing bach phai ddi mdi quan tri dai hpc vd hfldng nhfl: marketing hdn hdp, marketing phan tdi tfl ehu, Nha trfldng can tang cfldng truyen doan va dinh vi thi trfldng, quang cao, truyen thdng, xay dflng thfldng hilu d l ddi tdc, xa thdng hdi bilt den nang Iflc, uy tin eung cap dich Trong nhflng nam vfla qua, Trfldng Dai vu cdng cua minh Ddng thdi can Ifla chpn hpc Ndi vu Ha Npi la mot nhflng trfldng cho minh ehinh sach, md hinh truyin thdng, dai hpe phdt triln nhanh, manh ca vl sd marketing phu hdp vdi mue tilu, sfl menh Ifldng vd chat Iflpng Thflc hiln tdt marketing phdt trien cua Nha trfldng nham dap flng dich vu edng se gdp phan vao Id trinh ddi mdi dfldc mong dpi cua xa hpi quan tri dai hpc vd hfldng tdi tfl chu eua Nha trfldng Dd la: 2.2 Cung cap dich vu cdng d TrUdng Dai hoc Noi vu Hd Ndi (i) Marketing dich vu edng giup eho Nha Trung tdm Dich vu cdng cua Trfldng Dai trfldng dat dflde mue tieu cd ve hilu qua vd hpc Ndi vu Hd Npi dflde thdnh lap theo Quylt chat Ifldng Thdng qua boat ddng marketing dinh sd 802/QD-DHNV 08/5/2018 eua se giup Nha trfldng den gan hdn vdi khdch Hieu trfldng Trfldng Dai hpc Ndi vu Ha Npi hdng cua minh, hil'u rd nhu cau eua khdch thflc hiln chflc nang td chflc, qudn ly vd thfle hang, eua xa hpi de tao nhflng dich vu ed hiln eung cap dich vu ve DTBD, tfl van, khoa chat Ifldng nhat Tfl dd de dang nhdn diln, hpe edng nghe; eae dich vu cdng khdc phuc phdn loai dfldc khach hang de eung flng dich vu nganh Ndi vu, nen cdng vu vd ylu cau cua vu edng theo nhu cau cfla tflng khach hang/ xa hdi theo quy dinh phap ludt, tap trung vdo nhdm khach hang cung nhfl dinh vi dflpc eae nhilm vu: (i) Cung flng eae dich vu cdng khach hang tilm nang cua Nha trfldng; thudc linh vflc sfl nghiep, hanh chinh nha (ii) Marketing dich vu edng giflp cho nflde phuc vu eae bd, nganh va dia phfldng; Trfldng tao cac nguon Ifle phuc vu (ii) Trien khai thfle hien dich vu DTBD eho chien Ifldc phat trien eua minh Hoat ddng nganh Ndi vu, cho nen cdng vu vd cho xa hdi; marketing hilu qua se giflp Trfldng Dai hpc (iii) Dich vu khoa hpe cdng nghe, hdp tae Ndi vu Ha Npi tim Idem cdc nguon Ifle tfl bin phat trien ngoai ho trp, tdi trp, liln kit de eung cap dich Hiln tai eong tac truyin thdng, marketing vu cdng mdt each tot nhat Vi du, tdng cfldng dich vu cdng cua Trfldng Dai hpc Ndi vu Ha nang Ifle ed sd vat chat; chuyen giao chfldng Ndi mdi ehi dflng d vile thdng tin, thdng bao 82 I Tap chi Khoa hpc Npi vu ve^ DliNDANi cde chfldng trinh DTBD va nhflng boat ddng, hpc Ndi vu Ha Ndi, dfl bdo thdi gian dich vu khae thdng qua eae van ban hanh tdi Trung tdm Dich vu cdng cd the eung cap chinh, tin tflc hoat dpng trIn website cua thIm eae dich vu cdng khae khd ndng Trfldng Chinh vi vay boat ddng marketing cua minh nhfl: dich vu cdng cua Nha trfldng mdi dflng d - Tham gia tfl van, phdn biln chien Ifldc mflc cd ban, chfla xay dflng dfldc chien Ifldc phat trien kinh t l - xa hpi eho cac dia phfldng marketing dich vu edng de ed cdng eu, phfldng ed nhu eau; tiln, phfldng phdp dinh vi thfldng hieu, xac - Tham gia tfl van cho cdc dia phfldng xay dinh thi trfldng va khach hang tiem nang Do dflng de dn nhfl: phdt trien ngudn nhdn Iflc; dd, ddi hdi thdi gian tdi Nhd trfldng can phat trien dpi ngu lanh dao; quan ly di sdn; tang cfldng hilu qud marketing dich vu cdng quan tri hanh chinh cdng; ehinh sach thu hut vi ddy se la mdt ba tru edt phdt triln cua nhan tai khu vfle edng; Nhd trfldng ben eanh hai tru edt khae la dao tao va nghien cflu khoa hpc - Tfl van phdp ludt hdnh chinh, phap luat lao ddng, phap luat dan sfl Mot sd giai phap tang cfldng hieu qua - Dao tao, bdi dfldng cap chflng chi boat marketing dich vu cong cua Trfldng Dai hpe ddng nghi nghilp nhfl: nghi nhan sfl, nghe Ndi vu Ha Npi thfl ky; hfldng dan vien du lich Ddi vdi eae trfldng dai hpc trIn t h i gidi, De phdt triln, tang cfldng hilu qua van de marketing, truyen thdng va phat trien marketing dich vu cdng eua Trfldng Dai hpc thfldng hieu dflpc xem la nhilm vu sdng cdn Ndi vu Hd Ndi ddp flng ylu cdu tfl ehu, ddi cho sfl tdn tai vd phat triln eua minh Hiln mdi quan tri dai hpe va nhu cau eua xa hdi, d Vilt Nam, nhilu trfldng dai hpc da tae gia dl xuat mdt sd giai phap nhfl sau: lap bd phan thflc hien ehfle nang truyen Thd nhdt, xdy dflng chiln Ifldc cung flng thdng de quang ba thfldng hieu cua trfldng dich vu cdng cua Nha trfldng Chien Iflpc nhfl: eae trfldng dai hpc viln thude Dai nham xae dinh hfldng di, each thfle thfle hpe Qudc gia Ha Ndi; Trfldng D^i hpc Kinh t l hien de dap flng ylu cdu tfl chu dai hpc quoe dan; Trfldng Dai hpc Xay dflng; Trfldng nhflng nam tdi Mdt chiln Ifldc tdt phdi dfldc Dai hpc Ngoai thfldng; Trfldng Dai hpc Kinh nghiln cflu sdu rdng va phan tieh cu thi vl te TR Hd Chi Minh; Trfldng Dai hpc Khoa diem manh, diem ylu, cd hpi va thach thflc hpc xd hdi va Nhan van TR Ho Chi Minh; eua Nhd trfldng cung cap dich vu cdng Trfldng Dai hpc Thfldng mai; Trfldng Dai hpe cho nganh Ndi vii, cho nen cdng vu va cho xa Md - Dia chit; Trfldng Dai hpc Van Lang, hdi Tfl Ifla chpn chiln Iflpe phu hdp vdi Vdi chflc nang, nhiem vu eung cap dich vu cdc dilu kien, nguon Ifle cua Nha trfldng va edng vd can cfl vdo cde ngdnh, ehuyen nganh dao tao la thi manh hiln cua Trfldng Dai cd tinh canh tranh cao de thfle thL Quy trinh chiln Ifldc nhfl sau: 83 j Tap chi Khoa hpc Npi vu DIEN DAN Jir - Cung cap cac kien thflc vl qudn tri dai [ci_.i,,^,(.„| I y^{^ M^cneu ,dw.g, TochucEhiichiin Ij K ,.,.[ •inhgii ] I , hpc tien tien, truyen thdng dai hpc thong qua eae Idp DTBD ndi bd hoac Ifla chpn cac ddi tae bin ngodi cung cap dich vu DTBD cho Nha trfldng; - Tao dflde an tflpng tich eflc tfl ngfldi hpe, ddi tdc vd xa hdi vl van hda truyen thdng npi bd cua Nhd trfldng; Thd hai, can xac dinh Idi t h i canh tranh, Thd tu, can cd bd phan ddm nhilm ve gia tri cot Idi eung cap dich vu cdng cdng tac truyin thdng Bd phdn ndy thflc hien cua Trfldng Dai hpe Ndi vu Ha Ndi Id gi? Xae cdng tac truyin thdng ehuyin nghiep d l phat dinh dfldc thi trfldng mue tieu eua Trfldng trien thflpng hieu cua Nha trfldng, dae bilt la Id d ddu? Nhflng dich vu cdng ndo se la Idi truyin thdng bin ngodi, truyen thdng doi thi canh tranh d l thu hut dflpc eae td ehfle, ngoai Giai phap phdi dflde xem Id mot ed nhan din vdi Trfldng? Sfl dung each thfle, nhflng nhilm vu chien Iflpc ddi phfldng tiln nao d l quang ba, truyen thdng mdi quan tri dai hpc, hfldng tdi tfl ehu eua thfldng hieu cua Trfldng? Muc tieu cudi Trfldng Dai hpc Ndi vu Ha Ndi Bdi vi xdy cung la dinh vi dfldc vi the cua Trfldng Dai dflng thfldng hieu la mdt phfldng phap de hpc Ndi vu Ha Ndi bdi canh canh tranh tao sfl khae bilt bang cdch tao dflng hinh giao due ngdy edng gay gat hiln anh tich cflc, tao sfl tin tfldng, uy tin ddi vdi Thd ba, tang cfldng truyen thdng npi bp de cdc ca nhan, td chflc Ifla chpn cae dich vu can bd, giang viln, viln chflc hieu dfldc mue eua Nhd trfldng Bd phan dflde giao quan tilu, nhilm vu phat trien dich vu edng cua ly, to ehfle thflc hiln cdng tac truyin thdng Trfldng d hien tai va tfldng lai Moi viln can ddi mdi viee quan tri website, xay ehfle, giang vien phai la mdt nhdn td truyen dflng bd nhan dien thfldng hieu, an pham, di nhflng thdng dilp tdt dep vl chat Ifldng va qua tang cua Trfldng, quan he vdi cdc cd quan thfldng hilu cua Nhd trfldng De thfle hien bao chi, truyin thdng Sfl diing cae edng dflde dilu ndy can gan truyin thdng npi bd eu truyen thdng chuyen nghilp d l thfle hiln vdi van hda chat Iflpng, van hda to ehfle vd tdt nhiem vu truyin thdng, xdy dflng thfldng phdt triln thflpng hieu Trfldng Dai hpc Ndi hilu eua Nhd trfldng nhfl: Nguyen tac 6M: thi vu Ha Ndi Muc tilu cua giai phap phai trfldng (Market), nhilm vu (Mission), thdng dat dfldc Id: dilp (Message), phfldng tien truyen thdng - Nang cao nhan thflc eua viln ehfle, giang viln ve tam quan trpng cua truyin thdng quan tri dai hpc; 84 I Tap chi Khoa hpc Npi vu (Media), kinh phi (Money) va phfldng phap danh gid kit qud (Measurement) Phfldng phap 4P: san phdm/dich vu (Product), gia ca V X DIEN DAN \ (Price), dia diem (Place) va flu dai/khuyen mai (Promotion); Thd ndm, rd sodt, xay dflng quy trinh qudn Tang cfldng hilu qua marketing dich vu edng eiia Trfldng Dai hpe Npi vu Ha Ndi phai la rapt phan nam chiln Iflde phat ly, cung cap dich vu edng Nha trfldng can xay trien Nhd trfldng gan vdi dinh hfldng tfl chu dflng bd quy trinh eung flng dich vu cdng theo va quan tri dai hpc tiln tien Trong bdi eanh chuan ISO 9001:2015 de thuan Idi qua eanh tranh cang gay gat vd sfl ddi hdi trinh trien khai, hfldng tdi todn bp boat ddng ngdy cang eao eua xa hdi thi viec tang cfldng eua Trfldng deu theo tieu ehuan ISO Cd he marketing dich vu edng edng tae truyen thdng quy trinh ehuan mflc eae boat ddng se thdng dai hpc Id ylu cau tat yeu ddi vdi Trfldng ehuyin nghiep hdn, sfl phdi hdp gifla Trung Dai hpe Ndi vu Ha Ndi Day la nhiem vu can tdm Dich vu edng vd edc ddn vi trfldng thilt d l Nhd trfldng xdc dinh thi trfldng muc eung nhfl eae ddi tae se cao hdn, trach nhiem tieu, gia tri cot loi va xay dflng vi t h i hdn Dd la edc quy trinh: quy trinh thdng bdo, vile cung cap dich vu cdng cho nganh Ndi vu, thdng tin cdc dich vu cdng cua Trfldng; quy eho nin edng vu vd cho xa hdi./ trinh tuyIn sinh; quy trinh ky thda thuan hdp tae, hdp dong; quy trinh td ehfle thfle hiln; quy trinh danh gia chat Ifldng giang viln; quy trinh nhdn sfl phdn hdi cua ngfldi hpc, ddi tdc; quy trinh ddnh gia hieu qua eung flng dich vu edng; Cae quy trinh deu dfldc edng khai va nghilm tiic thfle hiln; Thd sdu, ddi mdi chfldng trinh DTBD, cung flng dich vu cdng sat vdi nhu cau cau xa hdi, ddp flng ylu eau eai each hanh chinh, eai cdch cdng vu Trong qud trinh cung flng dich vu cdng cho eae ea nhdn, ddi tdc Nhd trfldng TAI LIEU THAM K H A O Do Wn Dan, Nguyen Thi Thuc (2013), Gido trinh Kinh te cong cdng, Nxb Tai chinh, Vu Tri Dung (2014), Marketing dich vu eong, Nxb D^i hoc Kinh tl quoe dan Phan Huy Diidng (2014), Gido trinh Qudn ly cdng, Nxb Dai hpc Qudc gia Ha Npi can ed phfldng phdp, edng eu phu hdp dl thu United Nations Development Programme thap cdc nhu cau, yeu cau vl chfldng trinh (UNDP), (2009), Hdnh chinh cong vd phdt trien DTBD tfl ngfldi hpc Tfl dd ed nhflng dl xuat kinh tid Viet Nam: Tai thiet nen hanh chinh cong vdi Bd Npi vu de sfla ddi, bd sung chfldng cho the ky21 trinh DTBD theo quy dinh eua Bd hoac eae Chu \ ^ Thanh (2004), Dich vu cong vd xa nhu eau phat sinh thfle tien phu hpp vdi hoi hoa dich vu cdng - mdt $6 vdn de ly ludn vd thUc ylu eau edi each hanh ehinh, eai each edng vu tiin, Nxb Chinh tri Qudc gia vd sfl phat trien cfla xd hdi www.caicachhanbchinh.gov.vn 85 [ Tap chi Khoa hpc Npi vu ... trfldng Vdi yeu eau cap tang cfldng hilu qua cua boat ddng marketing bach phai ddi mdi quan tri dai hpc vd hfldng nhfl: marketing hdn hdp, marketing phan tdi tfl ehu, Nha trfldng can tang cfldng... tri dai hoc ti&n tiin nang Ifldng, van chuyin, vien thdng De thflc hiln hilu qua edng tae marketing Marketing dich vu cdng la nhflng hoat dpng quang ba, lam cho khach hang (ngfldi dich vu edng,... niem tin sfl dung dich vu tieu marketing dich vu cdng; edng eua Nhd trfldng - Xac dinh nhflng thdng tin can thilt de thu thap, nghien cflu va dfla ndi dung Hoat ddng marketing dich vu cdng phdt