Hoàn thiện chiến lược phát triển của ngân hàng tmcp việt nam thịnh vượng giai đoạn 2012 2017

8818 LV.ThS DHKTOL TRUONG DAI HOC KINH TE QUOC DAN —COINS'— DAI HOC K.T.Q.D TT thonG tin thuvien PHONG LUAN AN-TlTLIEU le thi HOAN THIEN CHIEN H OC PHAT TRIEN CUA NGAN HANG TMCP VIC G • T NAM THI • NH VION • GIAI DOAN 2012 - 2017 Chuyen nganh : Kinh te phat trien LUAN VAN THAC SY KINH TE • • NGIJ'OI HUONG DAN KHOA HOC : PGS.TS NGUYEN THANH HA >W HA NOI - NAM 2013 LCD CAM DOAN Toi xin cam doan day la cong trinh nghien cun cua rieng toi Cac tai lieu trich dan theo cac nguon cong bo Ket qua neu luan van la trung thuc va co nguon trich dan ro rang Tac gia Luan van Le Thi Phiroug Thao YEU CAU CUA HOl VAN THAC SI • DONG CHAM LUAN • • Ve: Nhtrng diem can sua chua bo sung trade nop luan van chinh thuc cho Vien Dao tao Sau dai hoc _ / Cu.n .cfeazj 52° c&Wk GS.TS Ngo ThSng Loi Hoc vien Le Thi Phuong Thao Neu hoc vien co trach nhiem chinh sua theo yeu cau cua Hoi dong cham luan van Trong trudng hop khong chinh sua se khong dirge cong nhan ket qua bao ve Hoc vien phai dong ban yeu cau chinh sua vao cuoi luan van chinh thuc nop cho vien DT SDH CONG IIOA XA HOI CHU NGIIIA VIET NAM Doc lap - Tu - Haith pht'ic H 4< NHAN XET PHAN BIEN LEAN VAN THAC SY HE T AI: Hodn thien chien luoc phdt trien cun Ngan hang TMCP Viet Nam Thinh Vuong (VPliank) giai doqn 2012 - 2017 Ciia hoc vien cao hoc : Chuyen nganh: Ngudi huong dan khoa hoc: Ngudi nhan xet: Co quan cong tac: Chic danh hoi dong: Le Thi Phuong Thao Kinh te phat trien PGS TS Nguyen Thanh Ha PGS TS Pham Thu Huong Dai hoc Ngoai thuong Phan bien I Ve tinh can thiet va y nghTa ciia de tai luan van Trong boi canh canh tranh dien cang khoc liet anh huong lon toi viec kinh doanh ciia cac ngan hang thi van de hoan thien chien luoc ciia cac ngan hang cang duoc quan tam boi vi no co vai tro rat lon quyet dinh sir cong ciia ngan hang Voi mong muon tang doanh thu, loi nhuan va nang cao vi the ciia doanh nghiep tren thi truong dieu can thiet la phai nghien ciiu thuc trang thuc thi chien luoc cua ngan hang nhiing nam qua de chu dong doi voi cac nguv co va nhung hiem hoa moi truong kinh doanh dong thdi nam bat cac co hoi va dinh ro huong di cua ngan hang tuong lai La mot ngan hang TMCP voi muc tieu day tham vong la " tro I ngan hang ban le hang _ dau cua Viet Nam den nam 2017" boi canh khung hoang va suy thoai kinh te chung ap luc dat cho ngan hang TMCP Viet Nam Thinh vuong la phai phan tich danh gia va tiep tuc hoan thien chien luoc kinh doanh doi voi lTnh vuc lai chinh cua ngan hang Chinh vi vay toi dong tinh va danh gia cao viec tac gia chon de tai "lloan thien chien luoc phdt trien cua Ngan hang TMCP Viet Nam Thinh Vuong (VPliank) giai doitn 2012 - 2017” lam luan van thac sv Cling co mot so de tai nghien ciiu ve ngan hang TMCP Viet Nam Thinh Vuong nhung luan van co doi tuong nghien cuu rieng va de tai khong trung lap voi cac cong trinh nghien cuui da cong bo ma toi duoc biet De tai co doi tuong pham vi nghien cuu dap ung cac yen can cua mot luan van thac sy chuyen nganh Kinh te phat trien Hinh thuc luan van dap ung cac yeu can doi voi mot luan van thac sy Ban tom tat luan van thac sy phan anh trung nhung noi dung chinh cua luan van thac sy Phuong phap nghien ciiu - Tac gia luan van su dung phuong phap luan gom phuong phap phan tich so sanh dieu tra man thong qua bang hoi phu hop va dap ung cac yeu cau ve phan tich va lam sang to duoc cac van de nghien cuu luan van Giii tri khoa Iwc va thuc tien Nhung ua diem va cang - Ket cau luan van gom chuong theo kien truyen thong voi tv le so trang la 28/43/19 Chuong hoi ngan so voi cac chuong lai va noi dune 3.1 va 3.2 (trang 77) rat SO' sai va khong co cac lieu muc nho hon - Luan van da chon loc va he thong hoa nhung van de ly thuyet can ban ve chien luoc va phuong phap danh gia hoan thien chien luoc cua doanh nghiep ve mat tai chinh khach hang, kha nang noi tai va kha nang hoc hoi va phat trien cung nhu cac yeu to tac dong toi chien luoc cua doanh nghiep Noi dung cua chuong I tao killing ly thuyet nen tang de tac gia phan tich cac chuong tiep theo cua luan van, dac biet la mo hinh ban chien luoc cua Robert S kaplan va Devid p Norton (trang 17)c - Tac gia su dung phuong phap he nghien cuu gom dieu tra du lieu thu cap va du lieu so' cap (Bo cau hoi) Tuy nhien, phuong phap nghien cuu so cap kha mb' nhat, khong ro doi tuong nghien cuu, quy mo man va ket qua nghien cuu khong duoc trinh bay noi dung chinh cua luan van thac sy Thanh cong cua chuong la da phan tich chien luoc phat trien cua ngan hang TMCP Viet Nam Thinh Vuong theo mo hinh Ban chien luoc da duoc trinh bay chuong I Dieu lam cho luan van co tinh thong nhat va logic - Luan van da cung cap cac ket luan va phat hien qua viec nghien cuu va de xuat nhom giai phap cho viec hoan thien chien luoc cho ngan hang TMCP Viet Nam Thinh Vuong den nam 2017 Mot so giai phap co tinh kha thi cao, nhung can cu hoan thien chien luoc va de xuat chien luo'cCtdwmgan hang TMCP Viet Nam Thinh Vuong (phan 3.I va 3.2 cua chuong 3) so' sai nen giai phap kha chung chung - Van phong dien dat mach lac Mol so han che va gop y voi luan van - Trinh bay noi dung ket qua thu duoc tu viec khao sat du lieu so' cap so' sai chi co moi bo cau hoi dieu tra duoc trinh bay phu luc, ma ban than bo cau hoi cung so sai va nhieu cau hoi ” mo" gay kho khan cho khach hang viec tra ldi - Can trinh bay ro hon kinh nghiem cua cac ngan hang khac ap dung mo hinh Ban chien luoc va rut nhung kinh nghiem can thiet thi se thuyet phuc hon ap dung mo hinh de phan tich chien luoc cho ngan hang TMCP Viet Nam Thinh Vuong, - Ve ket cau chuong va cac tieu muc: Neu nhung noi dung cua chuong duoc trinh bay theo logic cua chuong I ve phuong phap danh gia hoan thien chien luoc va cac yeu to tic dong toi chien luoc thi chat luong cua luan van se tot hon, noi dung trinh bay se logic hon - Can trich dan nguon chinh xac hon Vu du trang I7 " ket qua cac cuoc nghien cuu da cho thay " Nghien cuu cua nhung ai? Thdi gian nghien cuu tu bao gid ? Ket luan chung De tai luan van co v nghTa ve ly luan va thuc tien Cac ket qua nghien cuu da dat duoc cua luan van the hien ro day la mot cong trinh nghien cuu khoa hoc doc lap nghiem tuc Luan an dap ung cac yeu can co' ban cua luan van thac sy, de nghi hoi dong cho phep tac gia luan van duoc bao ve Let qua nghien ciiu Tac gia luan van xung dang dupe nhan hoc vi thac sy kinh te, chuyen nganh Kinh te phat trien, neu bao ve cong trudc hoi dong Hit Noi iigi'iy 12 tillin'] mini 2014 Ngudi nhan xet PGS TS Pham Thu Huong TRUONG DAI HOC KINH TE QUOC DAN VIEN DAO TAO SAU DAI HOC NHAN XET LUAN VAN THAC SI Cua hoc vien : Le Thi Phuong Thao Chuyen nganh : Kinh te phat trien De tai nghien cihi : “Hoan thien chien luge phat trien cua Ngan hang TMCP Viet Nam Thinh Vuong-giai doan 2012-2017” Nguoi nhan xet: TS Bui Due Tuan Chirc danh Hoi dong: Phan bien I Ve tinh cap thiet, tinh phu hop cua de tai Nen kinh te cang phat trien cang doi hoi cac doanh nghiep, to chirc nang cao trinh quan ly, qua nang cao hieu qua sir dung cac nguon luc cua minh Trong dieu kien hoi nhap kinh te va canh tranh cang gay gat tat cac cac nganh kinh doanh, hoach dinh va quan ly chien luge kinh doanh hieu qua la dieu kien quyet dinh dam bao su trirang ton va phat trien cua moi doanh nghiep Nhan thuc dirge tarn quan trgng cua quan ly chien luge, thdi gian qua cac doanh nghiep Viet Nam da dau tu rat nhieu no luc de xay dung dugc cac chien luge kinh doanh phu hgp Tuy nhien, thuc te cho thay, cac doanh nghiep mdi chi chii yeu dirng lai d viec dua dugc mot chien luge kinh doanh, ma l't chu trgng den viec to chuc quan ly qua trinh thuc hien chien luge da dugc chgn, tir dan den hieu qua thuc hien cac muc tieu chien luge chira cao, tham chi nhieu doanh nghiep trien khai cac hoat dong kinh doanh mang tinh bi dong vdi thi truong, khong bam sat cac dinh hudng va muc tieu chien luge da chgn Chinh dieu khien cho hieu qua hoat dong cua doanh nghiep chua cao, kha nang ung v di nhung ap luc cua thi truong thap, cac muc tieu chien luge de khong thuc hien dugc Vi vay, viec ap dung cac phuong phap, cong cu quan ly chien luge hien dai la mot noi dung quan trgng cua cong tac quan ly thuc thi chien luge De tai nghien cuu ve “Hoan thien chien luge phat trien cua Ngan hang TMCP Viet Nam Thinh Vugng giai doan 2012-2017” cua cao hoc vien Le Thi Phuong Thao co y nghTa ly luan va thuc tien cao De tai phu hgp vdi chuyen nganh dao tao, khong cd su trung lap vdi cac cong trinh nghien cuu da cong bo ma toi dugc biet II Ve bo cue cua luan van Luan van dugc ket cAu chuong truyen thong, vdi 96 trang la phu hgp vdi yeu cau cua mot luan v3n nghien cuu trinh thac sy Cac chuong dugc ket cau logic, hgp ly Hinh thuc trinh bay ro rang, su dung nhieu hinh, bang de minh hoa noi dung III Nhung cong cua luan van Ve phuffng phap nghien ciiu Tac gia da sir dung dong bo cac phuong phap nghien cuu thu thap thong tin so cap (khao sat bang phong vAn sau, quan sat thuc te, vv) va thong tin thu cap cung nhu phan tich dir lieu (phan tich dinh tinh, tbng hop, so sanh ) Cac phuong phap nghien cuu hoan toan phu hop voi noi dung nghien cuu cua luan van Ve noi dung cua luan van Chuong cua luan van da trinh bay mot each tuong doi day du tong quan ve khai niem chien luoc cua doanh nghiep, phuong phap danh gia va hoan thien chien luoc, su dung cong cu “Ban chiSn luoc” danh gia va hoan thien chien luoc ciia doanh nghiep cung nhu khung phan tich cac ySu tb anh huong den chien luoc cua doanh nghiep Day la co so ly luan huu ich de van dung vao danh gia thuc tien cac chuong tiep theo Trong chuong 2, voi noi dung trinh bay phong phu, giau thong tin, tren co so cac ket qua trien khai chien luoc cua VP Bank hai nam qua, ket qua khao sat cua AC Nielsen, vv tac gia da phan tich dupe thuc trang trien khai chien luoc hien tai cua VP Bank tren co so khung “Ban chien luoc”, dbng thbi phan tich cu the cac yeu to tac dong den trien khai chien luoc hien tai cua Ngan hang Nhung nhan dinh danh gia ve chien luoc hien tai cua Ngan hang dudi lang kinh cua Ban db chien luoc da lam ro dupe sir gan ket giua chien luoc voi tarn nhin, tinh hieu qua cua chien luoc khuon kho cac yeu to anh huong tu ben ngoai va ben Tac gia cung da lam ro dupe nhung bat cap cua chien luoc hien tai can phai hoan thien thbi gian tiep theo Trong chuong 3, tac gia da dua nhung de xuat cu the ve dieu chinh hoac bo sung cac chien luoc chuc nang, cac giai phap cu the nham hoan thien chien luoc hien tai va nang cao hieu qua thuc hien chien luoc den nam 2017 cua VP Bank Nhung de xuat co tinh tham khao cao ca ve phuong phap luan va ung dung thuc tien IV Nhirng han che cua luan van Trong phan tong quan ly thuyet, mac du da trinh bay mot each tuong doi vu the ve viec su dung cong cu “Ban chibn luoc” nhu la mot khung phan tich va hoan thien chien luoc, nhung luu y rang “Ban chien luoc” chi la mot cong cu de tien hanh mot qui trinh xay dung, soat va danh gia chien luoc Do vay, phan trinh bay khung nghien cuu cua tac gia chua dat “Ban chien luoc” mot khung nghien cuu chung cua qua trinh danh gia va hoan thien chien luoc, thubng bat dau tu Tam nhin, su mang, den phan tich su gan ket giua chien luoc hien tai voi tarn nhin, tinh hieu qua cua chiSn lugc d6i vdi cac yeu to moi truong, tren co so su dung cong cu “Ban chien luge” d£ phan tich va danh gia Mot dieu dang tiec nua la chua co kinh nghiem ap dung Ban chien lugc nao o cac ngan hang khac dugc tac gia phan tich o day Trong chuong 2, ket cau cua chuong chua di theo lo gich phan ti'ch va danh gia chien lugc Noi dung chuong le nen bat dau bang viec mo ta tong quat chien lugc 2012-2017, phan tich cac ket qua dat dugc cua chien lugc den thoi diem hien tai, cac yeu to anh huong hien tai va xu the tuong lai, sau mdi danh gia chien lugc ma doanh nghiep dang trien khai, chi su gan ket vdi tSm nhin, su phu hgp vdi boi canh hien tai va hien qua trien khai chien lugc, rut nhung ket luan ve nhung noi dung can hoan thien chien lugc hien tai Trong luan van nay, 2.2.1 - 2.2.3 nen dugc tach rieng muc “Chien lugc phat trien 2012-2017 cua VP Bank”; muc 2.2.4 dugc tach rieng “Phan ti'ch ket qua trien khai chien lugc cua VP Bank”, cuoi muc can tong hgp cac ket qua phan tfch “Ban chien lugc hien tai cua VP Bank” Noi dung muc 2.3.2.1 can dugc tach rieng muc “Phan tich cac yeu to anh huong den chien lugc hien tai cua VP Bank Muc 2.3 nen chuyen xuong cuoi chuong, va chi dua cac NHAN DINH ve chien lugc hien tai, nhung bat cap chien lugc va trien khai chien lugc, cac nguyen nhan Trong chuong 3, phan trinh bay cac can cu hoan thien chien lugc dugc trinh bay qua so sai, nhit la chua thay tac gia neu quan diem rieng/hoac quan diem cua Ngan hang ve hoan thien chien lugc Cac giai phap dua mdi chi tap trung vao mot so chien lugc chuc nang, chua cho thay dugc de xuat ve viec co can dieu chinh hay khong dinh hudng chien lugc tong the, dac biet la cac de xuat cu the ve giai phap thuc hien chien lugc giai doan lai 2014-2017 cua VP Bank Trinh bay tai lieu tham khao chua dung vdi yeu cau cua Vien dao tao SDH V Nhan xet chung Du han che o mot so phan noi dung va hinh thuc trinh bay, ban luan van da dap ung cac yeu cau co ban cua mot ban luan van thac si KSt luan chung : Ban luan van cua hgc vien Le Thi Phuong Thao da hoi du cac didu kien de dua bao ve trudc Hoi dong cham luan van-thac sT cua Truong Dai hgc Kinh te Quoc dan Ha Noi 9/1/2014 Nguoi nhan xet TS Bui Duc Tuan 93 Ngan hang da dupc nang len dang kd, nhung neu so vdi yeu cau canh tranh va hoi yr r r nhap mot each co hieu qua, can phai khac phuc duoc nhung han che, yeu kem theo dinh hudng nhu sau: - Xac dinh ro va kien tri thuc hien cac muc tieu, nhiem vu chien luoc cua Ngan hang, tranh chay theo tich trudc mat nhung gay thiet hai cho tuong lai - Tao dung mdi trudng lam viec lanh manh, minh bach va dan chu thuc su Trong quan tri dieu hanh, trach nhiem va quyen loi duqc phan dinh ro rang va gan lien vdi tung cuong vi cong viec, thuc hien nhat quan ddi vdi tat ca cac cap lanh dao, can bo quan ly va can bo nghiep vu - Ap dung cac phuong phap hien dai va cong nghe thdng tin phuc vu cho cong tac quan tri dieu hanh, trudc het la cac khau thu thap, xu ly thdng tin phuc vu lanh dao - Tiep tuc nang cao trinh quan ly, quan tri Ngan hang Chu y, ngudi quan tri can xay dung he thdng thdng itn tot vdi co che to chuc hoat dong thdng tin hieu qua Trong do, ngoai thdng tin noi bo tu bo phan nghiep vu, can khai thac cac loai thdng tin tir thi trudng, tir nen kinh te, tir khach hang de cd nhung danh gia tinh hinh, du bao xu the phat trien, nam bat dien bien tinh hinh rat cd lpi cho hoat dong kinh doanh Ben canh do, Ngan hang cung can nang cao chat luong cua hoat dong kiem tra, kiem soat noi bo, do, chu hoat dong phan tich tinh hinh tai chinh, ke toan quan tri de cd thdng tin tdng quan, cu the, chinh xac, nhanh, cap nhat cho lanh dao nam bat va chi dao kip thdi 3.3.7 Tang curing hieu qua hoat dong Marketing VPBank can tang cudng kha nang phan tich cac thdng tin thu thap dupc tir thi trudng vi day la nhung tin hieu dac trung the hien trang thai ma thi trudng dang va sap dien Chinh kha nang phan tich sd lieu mdi thuc su cho ta hieu dupc thuc chat cua van de an sau nhung thdng tin, sd lieu thdng ke thuan thuy Hoat dong phan tich thdng tin va sd lieu thdng ke cua VPBank thdi gian qua phan ldn mdi chi dirng lai d hien tuong va quy luat sd ldn Trong thdi gian nay, mdi trudng kinh doanh thuc su gap kho khan, ma yeu to canh tranh kinh doanh 94 tra mot thach thuc thuc su vdi VPBank thi viec nang cao chat luong viec phan tich va xu ly thong tin hoat dong kinh doanh cua VPBank la mot viec lam can thiet Day se thuc su la mot yeu cau ma VPBank can phai dac biet quan tam va phai co ke hoach xay dung he thong theo doi, thu thap, luu tru, phan tich cac thong tin ve cac doi thu canh tranh tu bay gid neu khong se rat kho khan hoac thua thiet thuc te can den Cung can luu y rang moi dich vu ngan hang deu chi phu hop vdi mot so vung, phan khuc khach hang nhat dinh hay noi mot cach khac la chung deu co thi phan rieng co cua minh VPBank can to chuc nghien cuu thi phan rieng cho tung loai dich vu, de co the kich thich su phat trien hoat dong cua tung loai san pham dich vu Ben canh do, VPBank can thay doi phuong phap dinh muc chi phi quang cao va tim kiem cach thuc quang cao cho khach hang hien co de tranh thu khach hang tiem nang Chung ta biet rang chi phi de quang cao luon la mot van de rat quan trong hoat dong quang cao Viec dinh muc cho chi phi quang cao thudng duoc thong qua bang nhieu cach, co the su dung cach tinh bang ty le % tren doanh so hoat dong, hoac phuong phap can cu vao muc tieu nhiem vu va xem xet ket hop vdi cac phuong phap khac tung thdi diem cu the Theo xu hudng hien nay, VPBank nen thay doi phuong phap dinh muc chi phi quang cao: tu viec xac dinh chi phi thong qua mot phuong phap chuyen sang ket hop nhieu phuong phap vdi tai tung thdi diem cu the Ben canh do, VPBank chua su dung nhieu cach thuc khac de quang cao Ngoai nhung cach thuc quang cao truyen thong nhu phat td roi, truyen thong qua dai bao, ti vi, VPBank co the nghien cuu cac cach quang cao mdi gan gui, de thuc hien, chi phi it nhung mang lai hieu qua cao Do la quang Ar? a cao bang cac phuong tien tiep can tu khach hang de tranh thu duoc khach hang tiem nang cua ngan hang nhu ban cheo san pham (tu van cho khach hang cac dich vu khac khach hang den giao dich) Ben canh do, viec phat trien hinh anh chuyen nghiep, uy tin cua VPBank thong qua website cung rat quan trong, can co doi ngu chuyen nghiep quan tri 95 website, cac tren cac phuong tien truyen thong khac hinh anh cua VPBank Ket hop vdi cac doi tac co uy tin de xay dung hinh anh Cac mau td roi, decan, an pham di kem san phdm, dich vu cap cho khach hang cung can duoc quan tam trudc phat hanh cong chung r r 3.3.8 Gia tang quy mo von va nang cao hieu qua su dung von huy dong Vdn la tien de va la co sd de VPBank gia tang quy mo hoat dong, tang kha nang dap ung nhu cau su dung san pham, dich vu cua khach hang, tang kha nang ung dung cong nghe de phat trien va nang cao chat luong san pham; von cdn giup VPBank nang cao nang luc canh tranh, thu hut thi phan; dong thdi gia tang von cung se gia tang he so an toan hoat dong cho VPBank De khac phuc tinh trang han che ve von cua VPBank hien so vdi cac NHTM tren the gidi va khu vuc can tiep tuc co giai phap de tang tiem luc tai chinh cua VPBank, la: Tang von tu co: VPBank co the su dung cac giai phap tang vdn nhu: Phat hanh co phieu hoac trai phieu nudc, hoac cac dinh che tai chinh nudc ngoai Thang 9/2013, VPBank da phat hanh cong 2.000 ty dong trai phieu vdi ky han nam, gia tang nguon von trung va dai han Hoac co the tang von thong qua viec lien doanh vdi cac doi tac va ngoai nudc de tan dung khoa hoc ky thuat, trinh chuyen mon, von va nang luc quan ly nham chu dong va chiem uu the canh tranh; Hoac bd sung von tu nguon loi nhuan hang nam: hang nam, Ngan hang se giu lai mot phan loi nhuan de bo sung vao von chu sd huu de thuc hien cac muc tieu dai han Phan loi nhuan chua phan phoi se la rat can thiet de VPBank tich tu noi luc vuot qua moi kho khan, phat trien ben vung thdi diem nen kinh te dang gap kho khan Tang nguon von huy dong Thong qua cac chien luoc khach hang va phat trien san pham dich vu de thu hut khach hang gui tien vao ngan hang, gop phan gia tang quy mo von cua VPBank Nang cao hieu qua su dung von huy dong 96 De nang cao hieu qua su dung von huy dong, VPBank can chu khau tham dinh, lua chon khach hang va dao tao doi ngu ban hang chuyen nghiep va can bo quan ly, giam sat co trinh chuyen mon cao va thuc hien tot cong tac quan tri rui ro da duqc neu chi tiet o cac giai phap tren Ben canh do, ngan hang can co cac bien phap khuyen khich viec giam thieu chi phi hoat dong va chi phi trich du phong rui ro nhu khuyen khich can bo nhan vien xay dung va ung dung cac cai tien hoat dong nham giam thieu chi phi nhu khuyen khich in mat, han che in van ban khong can thiet, giam so luqng nhan su khong can thiet o mot so phong ban nhu hanh chinh van phong, giam but cac thu tuc ruom ra, ton chi phi quy trinh cung cap san pham, dich vu va quy trinh quan ly, ; Ban cac khoan nq co kha nang mat von cho VAMC, Tu do, giam but so tien phai chi cho chi phi de phuc vu phat trien kinh doanh 97 KET LUAN Chien lugc cua moi doanh nghiep la ban dan dudng cho doanh nghiep di tdi dich cong hoan cac muc tieu va su menh da de Qua qua trinh nghien cuu cac van de quan tri chien luge thdng qua ban chien luge ddi vdi viec hoach dinh chien lugc phat trien cua VPBank nhan thay ve co ban dinh hudng Chien lugc phat trien cua VPBank da cd va luon bam theo dinh hudng va su menh da dat ra: “Den nam 2017, VPBank trd mot ngan hang TMCP hang dau Viet Nam va mot ngan hang TMCP ban le hang dau Viet Nam” Xoay quanh cac van de cot ldi cong tac quan ly dieu hanh, chien luge cua VBank da chu trgng tdi cac van de ldn nhu tang sd lugng khach hang, xay dung co sd tang cong nghe thdng tin, quan tri rui ro, Vdi ket qua hien nay, VPBank dang tung budc chuyen minh de dem den cho khach hang chat lugng dich vu tot nhat, dong thdi dat budc tien dau tien cho muc tieu chien lugc da dat Tuy nhien vdi nguon luc hien tai de thuc hien cong chien lugc la mot thach thuc rat ldn cho VPBank Vi vay, VPBank can nd luc hon nua thuc thi chien lugc va kiem soat sat qua trinh thuc hien chien lugc de co nhung dieu chinh, cai tien phu hgp kip thdi cho chien lugc Qua phan tich, danh gia thuc trang thuc thi chien luge cua VPBank, cd the thay VPBank van tdn tai mot sd bat cap ve chien lugc va thuc thi chien •> \ r t lugc nhu chua trien khai dong bo chien lugc, xac dinh thdi gian, lo trinh cu the cho tung chien lugc, bat cap cua chien lugc khach hang, Vi vay, tdi da de xuat mot sd kien nghi nham hoan thien chien lugc, khac phuc cac bat cap tdn tai de tien dan tdi hien thuc hoa muc tieu da dat Tuy nhien mdi trudng kinh te, xa hoi lien tuc thay ddi, vi vay viec kiem soat chien lugc la mot chia khoa then chot cho su cong, doi hoi kha nang quan ly, dieu hanh cua lanh dao cap cao VPBank phai tot, ben canh do, cung can thudng xuyen thuc hien danh gia chien lugc tu cd cac dieu chinh chien lugc (neu can thiet) phu hgp cho tung giai doan trien khai chien luge VPBank can dua cac chien lugc hanh dong mot each chi tiet cu the trung 98 va dai han, xac dinh cac muc tieu ngan han (1 nam), trung han (5 nam) sau cu the bang cac giai phap thuc hien chien luoc tu cac phdng ban VPBank co the hoach dinh cho minh dinh huong dai han, trung han va ngan han qua trinh hoat dong mot cach chi tiet nhat va trien khai dieu toi moi can bo nhan vien cua VPBank Mac du da co nhieu co gang, nhung thoi gian nghien cuu de tai co han, trinh va ky nang cua ban than cdn nhieu han che vi vay khong the tranh khoi co nhung han che, thieu sot Rat mong nhan duoc su dong gop, chi bao, bd sung them cua cac thay co Em xin chan cam on! 99 DANH MUC TAI LIEU THAM KHAO • • Cac website: - Bao caophan tich nganh ngan hang quy 1/2013 [True tuyen] VCBS Bia chi:http://www.vcbs.com.vn/Uploads/Reports/IndustryReports/2013/Banking%20Q l-2013.pdf?t=0.0862370827636854 [Truy cap: 20/10/2013] - Bao caophan tich nganh ngan hang quy va 3/2013 [True tuyen] VCBS Bia chi: http://www.vcbs.com.vn/Uploads/Reports/IndustryReports/2013/7.10.2013 %20Ng anh%20NH%20Q2&Q3%2013(VN).pdf?t=0.0862370827636854 [Truy cap: 20/10/2013] - Bao cao tinh hinh cac ngan hang thdng dau nam 2013 [True tuyen] Ngan hang nha nuoc Viet Nam Bia chi: http://www.sbv.gov.vn/portal/faces/vi/vim/vipages_trangchu/tkttnh/hdhttctd/tkctcb ? _adf.ctrlstate=me5krkuki_4&_afrLoop=2852390045173200&_afrWindowMode=0 &_afrWindowId=null#%40%3F_afrWindowId%3Bnull%26_afrLoop%3B2852390 045173200%26 afrWindowMode%3B0%26 adf.ctrl-state%3B8g2i211 as_l 29 [Truy cap: 05/11/2013] - Chu ngan hang duoi bat nhan vien de thu them ti lai [True tuyen] Bia chi: http://vietnamnet.vn/vn/kinh-te/137458/chu-ngan-hang-duoi-bot-nhan-vien-de-thuthem-ti-lai.html [Truy cap: 05/11/2013] r \ r \ - VPBank: Quy trich lap du phdng gap 3.1 lan cung ky khien lai rong giam gan 9% [True tuyen], Bia chi: http://vietstock.vn/2013/l l/vpbank-quy-3-trich-lap-duphong-gap-3 l-lan-cung-ky-khien-lai-rong-giam-gan-9-737-320621 htm [Truy cap: 05/1 1/2013] Buong Thu Thuy (2013), “Gidiphap hoan thien chien luoc khach hang cd nhan tai ngan hang TMCP Viet Nam Thinh Vuong”, Bai hoc kinh te quoc dan, Ha Noi Ket qua phdng van mot so lanh dao cua VPBank Mckinsey (2013), Bao cao chuyen doi VPBank 100 Micheal E.Porter (1996), “Chien luac canh tranh ”, NXB Khoa hoc ky thuat, Ha Noi Neilsen (2013), Bao cao ket qua dieu tra hai long cua khach hang Ngo Kim Thanh (2012), Giao trinh Quan tri chien luac, NXB Dai hoc kinh te quoc dan, Ha Noi Robert S Kaplan David P Norton - Dich gia: Phan Thi Cong Minh VPBank (2010), Bao cao tdi chinh da kiem toan 10 VPBank (2011), Bao cao tdi chinh da kiem toan 11 VPBank (2012), Bao cao tdi chinh da kiem toan 12 VPBank (2012), Bao cao thuong nien 13 VPBank (2013), Dieu le VPBank 14 Vu Minh Tu (2011), Ban Do Chien Luac (Strategy Maps), NXB tre, Ha Noi PHU• LUC 01 • r r Mot so chien luoc, dir an chinh cua VPBank STT Chien lupc, du1 an va cac hoat dong chinh Thdi gian phe duyet Chien luge phat trien khach hang ca nhan giai doan Thang 3/2012 2012- 2017 Chien lugc phat trien khach hang doanh nghiep lon giai Thang 3/2012 doan 2012- 2017 Chien lugc phat trien khach hang SME (hudng toi khach Thang 6/2012 hang SME) Chien lugc kenh thay the (hudng tori khach hang ca nhan) Thang 6/2012 Thanh lap khoi Ban hang va kenh phan phoi (S&D) vori nhiem vu quan ly cac hoat dong lien quan den he thdng Thang 6/2012 ban hang va kenh phan phoi cua VPBank Xay dung chien lugc thu hoi va xu ly ng Thang 6/2012 Xay dung chien lugc quan tri rui ro (QTRR) theo chuan Basel II giai doan 2013 - 2017 hudng toi viec chuan hoa Thang 8/2012 hoat dong QTRR theo chuan quoc te Trien khai xay dung chien lugc cong nghe thdng tin (CNTT) giai doan 2013 - 2017 vori su tu van cua cong ty Thang 9/2012 tu van toan cau PricewaterhouseCoopers (PwC) Chien lugc phat trien ngan hang dien tu (E-Banking) giai Thang 6/2013 doan 2013 -2017 Phat hanh 2.000 ty dong trai phieu voi ky han nam, gia 10 tang nguon von trung va dai han nham dap ung nhu cau kinh doanh Thang 9/2013 PHU• LUC 02 • •> r r r Tong hop ket qua phdng van mot so lanh dao cua VPBank Doi tirong phdng van - Chuc danh: Cac cap lanh dao tu cap truong phdng tro len thuoc bo phan chinh: Bo phan tham muu, bo phan kinh doanh va bo phan ho tro - van hanh Chuc nang cua cac bo phan da dupe neu d muc 2.1.2 Co cau to chuc cua VPBank - Danh sach ngudi duoc phdng van: STT Ho va ten Chirc danh Dao Gia Hung Giam doc khoi quan tri rui ro Le Vu Ngoc Minh Quan ly du an cao cap thuoc dpi dac nhiem van phdng Tong giam doc Nguyen Chien Thang Giam doc ban du an E-Banking Le Hoang Lan Giam doc trung tam chien lupc va quan ly du an Doan Thi Chung Trudng phdng Quan tri rui ro hoat dong Nguyen Thi Hoa Trudng phdng chinh sach tin dung 9 Trudng phdng phat trien san pham danh cho KH Nguyen Quynh Nga Do Anh Vu Nguyen Thi Hai Thi 10 Hd Thi Le Na Trudng phdng quan ly rui ro the 11 Bui Due Manh Trudng phdng Quan tri Dich vu Cong nghe SME Giam doc trung tam giao dich KHCN Phu trach phdng phat trien san pham danh cho KHCN Do hien tai vao thdi diem cuoi nam va dia diem cua cac bo phan tren khong gan nen chi tap trung phdng van cac lanh dao dai dien cac don vi d bo phan chinh da neu d tren r r Ket qua phdng van: 2.1 Danh gid vi the canh tranh cua VPBank Hau het ngudi dupe phdng van deu danh gia vi tri canh tranh cua VPBank da duoc cai thien nhieu nam 2012 va 2013, dac biet la mang ban le Tuy nhien vi tri canh tranh chua thuc su cao mang ban le cung nhu toan nganh Khoang 72% ngudi danh gia vi tri VPBank chua thuc su tot d mang ban le dac tinh cua cac san pham chua noi bat, uu dai chua nhieu vi du nhu mang san pham the, VPBank thua Maritimebank ve uu dai cho the, md tai khoan toan, Doi vdi toan nganh ngan hang: 10/11 nguoi (tuong ung 91%) danh gia vi tri canh tranh cua VPBank chua cao so vdi toan nganh ve thi phan Mot nguyen nhan khac la san pham dich vu cua VPBank chi mdi tap trung d san pham dich vu truyen thdng nhu tiet kiem va cho vay thdng thudng, ma chua cd nhieu san pham mdi, lien ket vdi doi tac, da tien ich cho khach hang, chua khai thac phan khuc khach hang co thu nhap cao ma mdi chi tap trung khai thac KH cd thu nhap trung binh, trung binh kha va kha la nguon mang lai nguon thu cao Ben canh do, cong tac marketing chua tdt cung han che viec cung ung san pham, dich vu thi trudng 2.2 Ddi mdi cai tien Nam 2013, VPBank da co hoat dong cai tien manh me khac khuc dang ke nhung yeu kem cua cac nam trudc thdng qua cac chuong trinh cai tien lien tuc, nang cap hoac mua mdi he thdng cong nghe, thue cong nghe cua doi tac nudc ngoai tren cac khia canh: co cau td chuc, san pham dich vu, md hinh ban, cong nghe, quan tri rui ro Vi du doi vdi san pham dich vu da duoc quan tam phat trien yeu td cong nghe de tang tien ich cua san pham nhu dich vu E-banking, nap tien cho the Smartcash bang Voucher thdng qua he thdng cua Bancore, Du kien hoat dong van duoc ban dieu hanh chu thuc day cac nam tdi 2.3 Hieu qua hoat dong cua VPBank Sau nam trien khai chien luoc, VPBank da thu duoc cong nhat dinh theo chien luoc doi vdi mang ban le da dat Cu the, VPBank da cai thien vi tri canh tranh cua VPBank doi vdi mang ban le so vdi cac nam trudc (thuoc top G12 cac ngan hang TMCP cua Viet Nam), nang cao hinh anh, thuong hieu VPBank (qua cac giai thudng duqc nhan tir cac to chuc uy tin), tang doanh thu ve cho vay va huy dong, Mac du vay, chi phi hoat dong va chi phi trich du phong rui ro tin dung cao lam giam lqi nhuan va thi phan van chua ldn Theo ong Dao Gia Hung - Giam doc khoi quan tri rui ro nhan dinh: Ngan hang dang di dung hudng theo muc tieu chien luoc, viec tang cudng dau tu vao he thdng co sd nen tang la muc tieu khong the thieu nhung nam dau cua qua trinh chuyen doi, cung lam cho muc chi phi hoat dong va dau tu tang cao Viec nam du tinh cua VPBank Du kien cac nam tdi, VPBank se tap trung xay dung va cung cd he thdng nen tang vtrng chac (vdi tam la he thdng quan tri rui ro, phat trien nhan su va he thdng cong nghe tien tien) dam bao mot su phat trien nhanh, nhung on dinh va ben vung cho cac nam tiep theo Xay dung mot cau true phat trien kinh doanh nang dong va linh hoat nham tang trudng co sd khach hang va but pha ve thi phan cac phan khuc khach hang lua chon chu chot: khach hang ca nhan, doanh nghiep SME va doanh nghiep ldn 2.4 Diem manh va diem yeu cua VPBank Do mdi ngudi duqc phong van co nhieu y kien giong va khac ve diem manh, diem yeu cua VPBank vi vay, tdi da chon loc va tdng hop cac y kien cua ngudi duqc phong van va thu duqc ket qua sau: c Diem manh - Cd 20 nam hinh va phat trien vdi quy md tai san ldn va nhieu giai thudng uy tin toan nganh - Doi ngu tu van la cac chuyen gia nude ngoai uy tin cua Mckinsey (Chien luoc kinh doanh) va Pricewaterhouse (Cong nghe thdng tin), Entrofine (Quan tri rui ro) - San pham ban le da dang - Doi ngu nhan vien tre, nang dong, nhiet tinh d Diem yeu - Quy md von, tai san ldn nhung hieu qua hoat dong chua cao cac nguyen nhan da neu d cac danh gia tren - Mang ludi hoat dong va vi tri canh tranh chua cao - Trinh cong nghe ky thuat chua cao - Nang luc quan tri rui ro chua dap ung duoc yeu cau phat trien Hoat dong quan tri dieu hanh nhieu han che - Nguon nhan luc thieu ca ve so luong va chat luong - 2-3 nam gan day mdi chuyen minh nen cham phat trien hon so vdi cac ngan hang khac - Kha nang canh tranh nganh chua cao - Mot sd thi trudng chua duoc khai thac tot, vi du dich vu the San pham dich vu chua co su khac biet - 2-3 nam gan day mdi chuyen minh nen cham phat trien hon so vdi cac ngan hang khac 2.5 Nhung kho khan, han che trien khai chien luuc va bat cap cua chien luuc Ket qua tong hop nhu da duoc neu d muc 2.3.3 d phan noi dung cua luan van Trong do, danh gia ve bat cap cua chien luoc hien tai la chua nhat quan trien khai dong bo chien luoc hay trien khai tung phan chiem ty le dong y la 82%; phat trien chien luoc kinh doanh nhung nen tang de phat trien nhu ngudi, he thong, quan tri rui ro chua duoc phat trien tuong ung ty le dong y la 73% 2.6 De xuat mot so giaiphap de hoan thien chien luuc hien tai De hoan thien chien luoc cua VPBank, da so ngudi phong van deu dong y vdi cac giai phap sau: - Hoan thien chien luoc khach hang - Trien khai dong bo he thong quan tri rui ro va he thong kiem soat rui ro theo chuan Basel II - Xay dung nen tang ung dung cong nghe vung chac, hieu qua toi da - Phat trien nguon nhan luc ca ve so luong va chat luong - Hoan tat xay dung chien luoc thu hoi va xu ly no hieu qua - Nang cao nang luc quan ly, dieu hanh Trong do, cac giai phap phai duoc tien hanh dong bo, nhat quan voi muc tieu va co thuc hien danh gia chien luoc dinh ky cho tung chien luoc va cho tdng the ca chien luoc tong quat BO• CAU HOI PHONG VAN VE CHIEN LUOC • PHAT TRIEN CUA VPBANK Kinh gui: Ong/Ba Dd thuc hien khao sat ve dinh hudng chien lugc cua ngan hang TMCP Viet Nam Thinh Vuong (VPBank), kinh de nghi ong/ba cho biet cac y kien cua ca nhan ong/ba ve dinh hudng Chien luge cua VPBank hien tai va tuong lai Xin tran cam on su cong tac cua ong/ba Cau 1: Ong/ba danh gia vi tri canh tranh cac san pham, dich vu cua VPBank hien nhu- the nao? Ddi vdi mang ban le Ddi vdi toan nganh ngan hang: Cau 2: Danh gia nhu the nao ve su doi mdi cai tien cua VPBank Hien tai: Du kien nam tdi sao? Cau 3: Danh gia nhu the nao ve hieu qua hoat dong cua VPBank? Hien tai: Du kien nam tdi? Cau 4: Diem manh va diem yeu hien tai cua VPBank? Cau 5: Nhung kho khan trien khai chien luoc? Cau 6: Nhung bat cap cua chien lugc hien tai? hien tai?