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KHOA QUAN TRJ KINH DOANH CHAU THJ HOAI LINH ' ' 14 4010158 CHUYEN DE THUC TAP TOT NGIDEP J r GIAI PHAP TRUYEN THONG NANG CAO HIEU ? :: , A A - - QUA HO�T DQNG VAY TIEU DUNG T�I NGAN ? - A , · HANG EXIMBANK CHI NH.ANH MY THO TR�!IG C!I llQC I.:� TP.KCI.I Khoa: Quan tri kinh doanh Chuyen nganh: Marketing Giang vien hu6ng d�n: Th.s Huynh Hc_1nh Phuc TP H6 Chi Minh, 28 thang 12 niim 2017 , ,,:/ ,,,·.S -�/' ,, A LOI CAMON DB c6 duqc ki@n thuc hoan bai bao cao chuyen d� thµc t{tp nay, trucrc h@t toi xin giri lai cam on chan va tri an sau site d@n Ban Giam hi�u, quy Thfiy Co truong _D;.ii hQc Ma TP H6 Chi Minh da giup da, t;.to diSu ki�n cho toi hoan qua trinh thµc , :,, �P- Di_ic bi�t, toi xin giri lai cam on sau site d@n Thfiy Huynh H;.tnh Phuc, Thfiy da tn_rc ti@prhuang dfin va t{tn tinh chi d;.iy, cung d.p cho toi nhiSu ki@n thuc dB toi co thB hoan ,thi�n bao cao thµc t{tp cua minh Ben c;.inh d6, toi ciing xin chan cam on Ban Giam d6c Ngan hang Eximbank chi nhanh My Tho, quy anh chi Hinh d;.io va cac can be'.} nhan vien phong tin dvng da t ;.io ·� ( diSu ki�n thu�n lqi cho toi duqc thµc t{ip t;.ti CCY quan va h@t long h6 trg toi E)�c bi�t, xin • cam on anh Tnln Minh Kha - Truang phong tin dgng khach hang ca nhan, luon huang dfin t{in tinh cho toi hoan t6t qua trinh thµc t{ip t;.ti CCY quan Toi xin chuc Quy thfiy co truong D;.ii h9c Ma TP.H6 Chi Minh duqc d6i dao sue khoe, hoan t6t cong tac cua minh, dao t;.io them nhi@u th@ h� sinh vien tat nang Xin chuc 1oan thB nhan vien Ngan hang Eximbank My Tho th�t nhi@u sue khoe, d;.it cong vi�c va Ngan hang Eximbank My Tho cang phat triBn ho;.it dc'.}ng kinh doanh va nang cao uy tin tren thi truong Trong qua trinh nghien ciru va thµc hi�n dS tai, vcri v6n ki@n thuc h;.in h�p nen }c> , 'khong thB tranh khoi nhiing h;.in ch@, thi@u sot cfin phai b6 sung va hoan thi�n R�t mong - 'oo�n duqc nhfrng nh�n xet va g6p y cua quy Thfiy Co cung Ban Hinh d;.io Ngan hang Eximbank My Tho Tp H6 Chi Minh, 28 thang 12 niim 2017 Sinh vien thµc hi�n Chau Thi Hoai Linh NHAN TAP XET CUA DON VI THUC , ! • • :· �� ············································································································ ' Ti�n Giang, ngayoR.o�_ang 12 na�Ol Ngll'ifi danlfgilt -�u·!'\ a t16ng dii.u 11 ,;, ,, ', , ,, , , ,/ , /• , /, Nll4N XET CUA GIA.NG VIEN HUONG DAN 1�•·······························�·······································�·································· , ' • •t•••••••• • ••••••••••••••••••••••••••••••••••••• •••••••••••••• ••••••••• •••••••••••• •••••••••••••••••• • •- •••••• , ,, � •• · ·'· Xac nh�n cua Giang vien hu6ng dftn 111 ,, , Ml}C Ll}C , � , PHAN 1: MO DAU ···············�··· 1.1 LY DO CHON DE TAI l 1.2 M{JC TIEU, PH�MVI, PHUdNG PHAP THljC HI:SN BAO cAo THljC T!}> _ TOT NGHI:SP , , 1.2.1 M\lC tieu ·J'l.2.2 Ph�m vi ,· 1.2.3 Phuang phap thvc hi�n bao cao ; '.' 1.3 MO TA Vl TRI THljC T!P 1.3.1 Vi tri ihvc t�p .: ,� , 1.3.2 Mo ta cong vi�c thvc t�p 1.3.3 Nhung thu�n lqi, kh6 khan qua trinh th1Jc t�p 1.4 Gidr THr:eu KET cAu BAI BAo cAo PHAN 2: THUC TRANG HOAT DONG VAY TIEU DUNG TAI EXIMBANK MY THO � , 2.1.TONG QUAN VE CHI NHANH EXIMBANK MY THO � ' I' \ 2.1.1 Lich su hinh thimh va phat triSn cua Eximbank My Tho 2.1.2 T:1m nhin va SU m�nh 2.1.3 San phdm chinh cua Ngan hang 2.1.4 T6 chuc ho may quan ly 2.1.4.1 Scr d6 ccr du t6 chuc cua Eximbank My Tho 2.1.4.2 Chuc nang cua cac phong �an 2.1.4.3 Ca du nhan S\l' cua ngan hang ········································ 10 2.1.5 K�t qua ho�t dong kinh doanh 11 2.1.6 Phan tich moi tnrang 17 2.1.6.1 Phan tich moi tnrang vi mo.� 17 2.1.6.2 Phan tich moi tnrang vi mo 18 2.1.7 Phan tich SWOT 22 2.2 THljC TRANG HO�T DONG TRUYEN THONG CUA SAN PHAM VAY TIEU : DUNG T�I NGAN HANG EXIMBANK MY THO 24 ,;, , iv 2.2.1 Phan khuc thi truong va h,ra ch9n thi truong ID\IC tieu 24 2.2.1.1 Phan khuc thi truong va h,ra ch9n thi tnrong ID\IC tieu 24 2.2.1.2 0jnh vi thuang hieu 26 2.2.2 Phan tich ho:.it d9ng truySn thong san ph:im vay tieu dung cua ngan hang Eximbank My Tho 27 ' �, 2.2.3 Phan tich chiSn luge Marketing h6 trg ho:.it d9ng truySn thong �in ph:lm vay ' • : tieu dung cua ngan hang Eximbank My Tho 35 ' ' �y • 2.2.3.1 Chinh sach san pham 35 2.2.3.2 Chinh Sa.ch gia ···················· 38 i2.3.3 Chinh sach phan ph6i 38 PHA.N GIAI PHAP TRUYEN THONG NANG CAO mtu QUA H04-T D()NG ,' VAY TIEU DUNG TAI NGAN HANG EXIMBANK MY TH0 40 , • 3.1 MlJC TIEU ; 40 3.2.1 M\IC tieu truySn thong ·········· 40 1.2 06i tugng fil\IC tieu 40 3.2 THONG 01$P TRUYEN THONG : 42 , ,, , X - 'J?"AI LI:eu THAM KHAO •.••••••••••••••••••••.••••••••••••••••••.••••.•••••••.••••••••••••••••••••••••••••.•••••••••••• 77 V DANHMVC cAc TU VIET TAT Tir VIET DA.Y DU TirVIET TA.T ' ' USD United States dollar TMCP Thucmg m�i c6 phfin NHNN Ngan hang Nha mrac NHTM Ngan hang thucmg m�i ,NHTMCP Ngan hang thucmg·m�i c6 phdn CBNV Can b(> nhan vien ASXH An sinh xa h(>i TSDB Tai san dam bao , VI / DANH Ml}C BANG BIEU, BIEU BO ? STT I ' TEN Bang 2.1: KSt qua ho?t d()ng cho vay tieu dung t?i Eximbank My Tho r Eximbank My Tho qua eac nam 2016, 2017 ' ·3 ' ' BiSu dd 2.1: BiSu dd the hi�n kSt qua hol.}t d9ng cho vay tieu dung t?i · � qua cac nam 2016, 2017 - • , � Bang 2.2: Ca diu du nq tieu dung phan theo san pham tin d1,ll1g nam 2017 Bi€u d6 2.2: BiSu dd thS hi�n ca d.u du llQ' tieu dung phan theo San phfim tin d1_mg nam 2017 TRANG 12 12 13 14 Bang 2.3: Phan lo?i du nq tieu dung theo ki h?n 14 BiSu d6 2.3: BiSu d6 phan lo?i du nq tieu dung theo ki h?TI 15 Bang 2.4: Du nq vay tieu dung theo tai san dam bao 16 BiSu dd 2.4: BiSu.dd du nq vay tieu dung theo tai san dam bao 16 Bang 2.5: Bang so sanh vs vi thS thuang hi�u, chat luqng san phfim9 21-22 df>i thu c?flh tranh 10 ' 11 12 11 12 ,;; , dich V\l, sd luqng chi nhanh- phong giao dich cua Eximbank so voi Bang 2.6: Ma tr�n SWOT cua Ngan hang Eximbank My Tho Bang 2.7: Cac mue tiSn khuySn mai chuang trinh "Qua t�ng vang thang 4" Bang 2.8: M()t sd ho?t d()ng PR tieu bi6u cua Eximbank nam 2017 Bang 3.1: Timeline d1_rkiSn cho chi8n dich "Thoa sue vay- Voe ma tfim tay" theo giai do?n , Bang 3.2: K€ ho?ch ngan sach d1_rkiSn cho chiSn dich Marketing "Them sue vay- U'6e ma tfim tay'' vii 22-24 30 32 48-49 73-74 DANH MVC SO BO STT TEN Sa d6 2.1: Sa d6 t6 chirc, quan ly cua ngan hang Eximbank My Tho '1 ' TRANG I DANH MVC HINH ANH ' y STT TEN TRANG Hinh 2.1: Cac hinh thirc khuy8n mai cua Eximbank My Th? 29 Hinh 2.2: Giao di�n Fanpage Eximbank Vietnam 33 Hinh 2.3: Giao di�n Website chinh thirc cua Eximbank 34 Hinh 3.1: Thi8t k8 danh thi8p cua CBNV Ngan hang Eximbank ml!t 44 tru&c va sau Hinh 3.2: D6 xuftt bia sa mi, tai li�u Ngan hang Eximbank 45 Hinh 3.3: D6 xuftt phuang ti�n di ll_li cua Ngan hang Eximbank 46 Hinh 3.4: Miu thi8t k8 quang cao ngoai trai cua Eximbank 51 Hinh 3.5: Hinh mo ta vi tri phat ta mi 55 Hinh 3.6: Thi8t k8 ta mi ml!t tru&c cua Eximbank My Tho 56 '· 10 Hinh 3.7: Thi8t k8 ta mi ml!t sau cu1:1 Eximbank My Tho 56 11 Hinh 3.8: Thi8t k8 bang ron cua Eximbank My Tho 58 12 Hinh 3.9: Quang cao Eximbank tl_li nha cha xe buyt 59 13 Hinh 3.10: Quang cao Eximbank tren xe buyt 60 14 Hinh 3.11: Gh8 da Eximbank My Tho tai trg cho truang h9c, b�nh 61 '· ' 't ' ' ' - vi�n vm 15 Hinh 3.12: Giao di�n hilt dfiu thvc hi�n chi6n djch quang cao m&i tren 62 Facebook 16 :,,-, 17 Hinh 3.13: Mvc tieu ti6p thi (quang cao Facebook) Hinh 3.14: L�p tai khoan quang cao (quang cao Facebook) 63 / 18" Hinh 3.15: Nhllm dfii trrQTig ffil)C tieu quang cao (quang cao Facebook) '19 t : 63 64 Hinh 3.16: Nhllm dfii tUQTig chi ti6t (quang cao Facebook) 65 20 Hinh 3.17: Dv tru ngan sach quang cao tren Facebook thang 65 21 Hinh 3.18 Hinh minh h9a giao di�n hien thi quang cao tren Facebook 66 v&i hinh thuc Video View 22 Hinh 3.19: Hinh minh hQa giao di�n hien thi quang cao tren Facebook 68 v&i hinh thuc Page Likes 23 Hinh 3.20: Thai di€m quang cao tren Facebook cac tufin ,·24 ' Hinh 3.21: Giao di�n quang cao TVC tren Youtube 25 ' Hinh 3.22: Giao di�n th1)'C hi�n nhllm dfii tuQTig ffil)C tieu (quang cao 69 70 71 Youtube) 26 Hinh 3.23: Giao di�n thai gian quang cao (Quang cao Youtube) IX 72 M\lc tieu tiep thi tren Facebook: thu hut m9i nguai xem m}i dung video TVC, them tuong tac, lugt View cho Video Hinh 3.13: M\lc tieu tiip thi (quang cao Facebook) 11 : Too!lquan ly quang cao Tim!c&m can nh.ic i Ill /thien d!ch LMi,ct1eu � /\ Nhan thirc ve thirong hieu � Tai kh0an qu3ng cfo L Taomoi t E: Nh6m Qu6ng tao c, LU'U illQ'llg truy cap Chuyen doi T�ongtac Doann s6 the o canh mvc san pnam s6 ltl'Q1 cai dat irng dung s6 IU'Qt ghe tham �oh!gtxem o vide ruqog - V1triq:Jangdo Nglm slach & Lich c�.a, Chuyen dol ··· -· cua Mng ,O,I � Touhc!t1i"111\l'J01xemn�dungvieeo, ,; i I Bu6c 2: Thiet l�p tai khoan quang cao: Day la lful dfiu tien ch�y quang cao Facebook nen cful thi6t l�p tai khoan quang cao vai cac thong tin nhu Qu6c gia, Lo�i ti�n, Mui gia Hinh 3.14: L{tp tai khoan quang cao (quang cao Facebook) ;· Linh Chau (14&2585-4706'17&3); Cl Chien d!ch LMt.1c11eu efa Tai khQan quing cao Tai khoin quing cao Thi�t lap t�i khoan quang cao, Tailkhoin Nh;ip thong tin t:=n khoan cua t.::in Tim tll� them au6c gla clla tal khOAn L T40m6'1 Lo�itiEin MtliglO' !8 Nh6m Qu.ing c io Asla,'HO_Chl_Mlnh ã 26i11/201713.5S ẵtrfQu.\ngcao Ng-4n sa::11 & L!l h chay g Dona Vijt Ndm • GK7 UTC �o�•= Dan Yl tien t; vi m'UI glO" VietNam• GK7 DIA PHlIDNG 26/11/2017 20 58 H,6-n thi chqn n.ing cao auiingcdo � Nh.ind1€-n �ll1Mdano T3! tl dil ll�i,I tiao tiio v:a llp h6a don qu3no cao cua ban se dl.J'Q"C ghi lai t11eo OO'n VI tii\n t4 va mUt g11J' Ny El! th3Y d6i nhUT'g th1e11.lil'.l My b.rong !ai, b"1 dn mOt t.ẵ1 khoa.n a1 Ang tAo mO'I (ãi:j\lti-1 auayJtl 63 Buac 3: nhfun dBi tugng m1,1c tieu cua quang cao ► Nh�m m1,1c tieu dBi tugng: mo ta dBi tugng - Sinh sdng va lam viec ti;ii TiSn Giang va B€n Tre - Tu6i 30 - 50 tu6i ' , - Giai tinh: Nam va Nu r ·, - Ngon ngfr: Ti€ng Viet '-, _ Hinh 3.15: Nhiim d6i ttr(}'llg m\Jc tieu quang cao (quang cao Facebook) Unh Chau (1462586'70641763) • Un nh6m quang cao t! 30-�,D t6itJIJl"�C;lt.l"-' e-i -,JQt ,a: 111�,, O Ben Tre, Bin Tre Provmce 41 :m "' r l Ch1end1ch s5 r,;·J01 t4P c:i, ti!-n r.,t·, 94 oco r•�J0'1 {I /' T iii kho.in qu.lng c io Kit qu.i h3ng ngj_y 1.tO'ctinh s6 nglJ'Oi tieP cbn 42,0-tJO:lJ L�.nr:io, £; q e� s6 luQ't xem video S60-3 300 �=:a Nh6m qutlng C.io l o&;,,,,,,• �l;rb 5Vay Ho klnh doanh ►>Vay ,.ly dttng mua sita chua nha >►Vay mua 6to »rlhanh din E,imbank lli Tho 20 ►J>.!CIJ hang d.lu ben se nh.ln noa, quatang 20 tr,�u dong"!" »Tru1clpn;a1•M-"••• :1r,,_cc;n"' d4 e,ltlhfm thong bn chi ttt ., T1ioa;&cv�:_;-·-· ; , U'O', mer troni; t(lm t�y ,·a;;:1 tuc,MSA� O't 11.tr� t/)it� IJ',;(Ci'6'i!;i�il,t1 • Xemthlm chi 6,99';;j{f1iinl Khamph.l Gj SU'k,eo rf) l hkh Trang 0Nh6m · i� Trang + tl}I/ na; nlm •u• n Ollvu • Xom th?rn T90 Cl;Jng ck:1 Tr,:H-t>Bc;n luon khao khat m(jt mai dm khang trang ad nuoi duimg hc;nh phuc gia tlinh? 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