Đánh giá thực trạng phát triển sản phẩm bảo hiểm tại bảo việt nhân thọ

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Ơ11 'ãi < I i : I s w Hl L3V v £ V 11 * V •v ^'*5 S ? ■ -1 VW iwa oono 31 hni>j ooh iva dnohkl V ^VZ x * TRUONG DAI KINH TE QUOC DAN ■ HOC ■ TRAN NGOC HA DANH GIA THUU TRANG PHAT TRIEN SAN PHAM ■ ■ BAO HIEM TA BAO VIET NHAN TRO ■ ■ ■ CHUYfiN NGANH: KINH Tfi' BAO HlfiM LUAN VAN THAC SY KINH TE • • TH W52 Ngu'o’i htfo’ng din khoa hoc: TS NGUYfiN THI HAI ' DU’CCNG HA NOI - 2013 LOH CAM ON D£ hoan ban luan van nay, em xin chan cam on su huong dan tan t'rnh, chu dao cua TS.Nguyen Thi Hai Duong suot qua trinh viet va hoan luan van Em xin bay to long biet on toi cac thay, co giao hoi dong khoa hoc khoa Bao Hiem truong Dai hoc Kinh te quoc dan, Vien Dao tao Sau dai hoc, Truong Dai hoc Kinh te quoc dan da tao dieu kien giup em hoan ban luan van Ha noi, 20 thang 10 nam 2013 Hoc vien Tran Ngoc Ha LOH CAM DOAN Toi xin cam doan day la cong trinh nghien cuu cua rieng toi Ket qua neu luan van la hoan toan trung thuc Cac tai lieu tham khao co nguon trich dan ro rang Tac gia luan van Tran Ngoc Ha CONG HOA XA HOI CHU NGHIA VIET NAM Doc lap - Tit - Hanh phuc Ha Noi, 30 thang 11 nam 2013 NHAN XET LUAN VAN THAC SY KINH TE • • • Be tai: Thuc trang phat trien san pham tai Bao Viet Nhan Tho Hoc vien: Tran Ngoc Ha Nguoi nhan xet: TS Hoang Bich Hong Trach nhiem hoi dong: Phan bien Don vi cong tac: Khoa Bao hiem, Truong DH Lao dong- Xa hoi Sau doc toan bo ban luan van Thuc trang phat trien san pham tai Bao Viet Nhan Tho, toi co nhan xet nhu sau; Ve su’ can thiet cua van de nghien cuu Trong cuoc dbi cua moi nguoi, co nhieu su kien, bien co xay nhu cai trubng can von de lap nghiep, om dau, tuoi gia, chet lam anh hubng, tham chi la dao Ion cuoc song cua ban than va gia dinh Trong nhung trubng hop do, ho can co mot khoan tien de giai quyet van de phat sinh Nam bat dupe nhu cau nay, cac cong ty bao hiem nhan tho da dbi va ban thi trubng cac san pham vua mang tinh tiet kiem, vira mang tinh bao ve nguoi tham gia bao hiem trudc nhung rui ro De dap ung nhu cau da dang va khong ngung tang cao cua khach hang, cac cong ty bao hiem nhan tho luon phai nghien cuu doi moi san pham Bao Viet dupe lap tu nam 1962 va suot thbi ki dai, Bao Viet la don vi nhat cung cap cac san pham bao hiem pham vi ca nude, Bao Viet cung la doanh nghiep dau tien b Viet Nam trien khai thuc hien cac nghiep vu bao i r \ hiem nhan tho, nhien cung vbi qua trinh phat trien va hoi nhap kinh te, nhieu doanh nghiep bao hiem nhan tho, dac biet la cac doanh nghiep bao hiem nude A 11 ngoai, dbi, tao su canh tranh khoc liet tren thi trubng bao hiem nhan tho De giu vung thuong hieu va tang thi phan, Bao Viet Nhan Tho can thiet phai tap trung nghien cuu phat trien san pham, do, viec tac gia lua chon nghien cuu de tai la can thiet dieu kien hien r a r Ve phuong phap nghien cuu va ket cau cua luan van - Ve phuong phap nghien cuu: Tac gia su dung phuong phap phan tich tren co so nguon so lieu so cap va thu cap la phu hop voi noi dung nghien cuu cua de tai Tac gia da tien hanh dieu tra de lay y kien cua khach hang ve cac san pham bao hiem nhan tho, tren co so phan tich va dua cac khuyen nghi cho Bao Viet Nhan Tho se dam bao tfnh thuc tien va khach quan hon - Ve ket cau luan van: Voi muc tieu va pham vi nghien cuu cua luan van, luan van duoc ket cau chuong la phu hop, so lieu su dung luan van co nguon goc ro rang, nhtrng ket luan cua luan van co tin cay va thuyet phuc cao Van phong ro rang, mach lac, logic Nhwng ket qua dat duoc - Luan van da he thong hoa cac van de ly luan ve san pham bao hiem nhan tho va phat trien san pham bao hiem nhan tho nhu cac loai san pham BHNT va dac 7 7 diem cua san pham nay, hinh thuc va qui trinh phat trien san pham BHNT - Luan van da xay dung cac chi tieu lam co so de danh gia hoat dong phat trien san pham BHNT o cac doanh nghiep bao hiem - Tren co so phan tich qui trinh va dua tren he thong so lieu thu thap duoc (bao gom ca so lieu tu dieu tra va so lieu thu cap), luan van da danh gia trung thuc thuc trang phat trien san pham bao hiem tai Bao Viet Nhan Tho - De xuat cac giai phap nham hoan thien cong tac phat trien san pham bao hiem tai Bao Viet Nhan Tho Cac giai phap dua cu the va co tinh kha thi Mot so y kien dong gop - ve pham vi nghien cuu: o phan mo dau, luan van gioi han pham vi nghien cuu ve thoi gian la giai doan 1996- 2012, nhien, pham vi thoi gian nghien cuu chuong khong nhat quan, cac so lieu phan anh ket qua cua hoat dong phat trien chi giai doan 2009- 2012 - Ve ty khoi luong noi dung giua cac chuong: chua tuong xung, ham luong chuong hoi it so voi chuong va chuong - chuong 2, ket qua phan tich se thuyet phuc hon neu tac gia su dung he thong chi tieu o chuong de danh gia tung san pham hoac tung nhom san pham, mat khac, luan van cung chua co nhung danh gia ro net ve vong ddi san pham, dac biet la cong tac chi tra, boi thudng, day cung la yeu to quan anh hudng tdi su ton tai cua san pham BHNT - Cac giai phap d chuong chua giai quyet het dupe cac han che ma luan van dua d chuong Ket luan: Luan van dap ung yeu cau cua mot luan van thac sy kinh te Ngudi nhan xet TS Hoang Bich Hong CONG HOA XA HOI CHU NGHIA VIET NAM Doc lap - Tu' - Hanh phuc - - 0O0 NHAN XET LEAN VAN THAC SY De tai: Thuc trang phat trien san pham bao hiem tai Bao Viet Nhan tho Hoc vien: Tran Ngoc Ha Chuyen nganh: Kinh te Bao hiem Nguoi viet nhan xet PGS.TS Nguyen Van Dinh Sau doc xong ban luan van, chung toi co nhung nhan xet sau day: Tinh cap thiet cua de tai: Trong hoat dong kinh doanh bao hiem, viec phat trien san pham co vai trd het suc quan trong, boi san pham bao hiem la san pham dich vu, khong duqc bao ho ban quyen cho nen canh tranh ve san pham dien rat khoc liet Doanh nghiep bao hiem muon dung vung va ton tai tren thi truong ho phai biet tu lam mdi minh thong qua cac san pham duqc thiet ke phu hop, dap ung cang tot hon nhu cau da dang cua khach hang La mot doanh nghiep bao hiem nhan tho doi dau tien o Viet Nam chiu suc ep canh tranh cua hon 20 doanh nghiep bao hiem nhan tho khac da co be day kinh nghiem, Bao Viet Nhan tho luon chu y den cong tac phat trien san pham mdi Tuy nhien, cong viec khong he don gian cho nen de tai nghien cuu cua tac gia la can thiet va co y nghia ly luan cung nhu thuc tien rat ldn Ket qua dat duqc cua de tai: a Tac gia da he thong hha va trinh bay dupe nhUnc van de co ban ve BHNT; Lam ro khai niem va dac diem cua san pham BHNT; dua khai niem ve phat trien san pham BHNT va dac biet la da xac dinh dirge cac chi tieu danh gia sir phat trien san pham Cung chuong 1, luan van phan tich va xac dinh dupe cac nhan to anh hudng den vice phat trie-n san pham BHNT, bao gom ca cac nhan to khach quan va chu quan cua doanh nghiep bao hiem nhan tho Noi dung trinh bay dam bao tfnh logic va khoa hoc Day la co so de lac gia di sau nghien cuu thuc tien b Chuong II cua luan van, tac gia tap trung phan tich thuc trang phat trien san pham BHNT tai Bao Viet Nhan tho Day la noi dung chfnh cua luan van Trong noi dung nay, tac gia da lam rd quy trinh phat trien san pham, thuc trang phat trien lung nhom san pham cu the, sau danh gia nhung mat duoc va nhung van de han che Bang nguon tai lieu thong ke phong phu va cap nhat ch ung tdi cho rang tac gia da dat duoc muc tieu dd noi dung da co su gan ket mot each chat che giua chirong va chuong cho nen ket qua phan tich co sue thuyet phuc c Chirong cua luan van, sau trinh bay dinh hudng phat trien, liem nang phat trien cua thi tnrdng BHNT Viet Nam, tac gia da de xuat duoc giai phap chu yeu de phat trien san pham BHNT tai Bao Viet Nhan tho Chung tdi dong tinh voi nhung giai phap trinh bay Trong do, giai phap tang cudng nghien cuu thi trudng dung la giai phap quan nhat Giai phap cung da dupe luan van ly giai het sue thuyet phuc Nhung kien nghi ddi vdi co quan quan ly nha nude ve bao hidm la sat thuc, dung hudng, dung noi dung can phai kien nghi Ket cau luan van: Hop ly, logic Van phong sang stia va trinh bay dep Cac bang bicu, so trinh bay dung quy each Mot so diem han che: a Khai niem ve phat trien san pham BHNT (trang 25) chua thuc sir thuyet phuc Chua phan biet rd phat trien ve so luong va chat luong; chua rd quy trinh phat trien vdi muc phat trien (vi du: doanh thu khai thac moi; so luong hop dong khai thac moi Day la nhung chi tieu tuyet ddi, muon thay chung co phat trien hay khong phai tinh den yeu to then gian, tiic phai so sanh ) b Hinh 2.1 (trang 38) la so va moi lien he chira ro gitra cac bo phan chirc nang Tirong tir hinh 2.2 cung phai xem lai c Bang 2.8 chira ro yeu to phat trien, le tac gia phai so sanh de thay ro toe phat trien lien hoan qua cac nam Ket luan: Mac du mot so diem han che, song day la cong trinh nghien cuu dam bao noi dung khoa hoc va co tfnh doc lap De tai dap ling dirqc yeu cau cua mot luan van Thac sy va tac gia xiing dang dupe nhan hoc vi Thac sy Kinh te, chuyen nganh Bao hiem Hd Noi, ngciy 30 tlidng 11 num 2012 Ngiroi viet nhan xet PGS.TS Nguyen Van Dinh 82 hiem huu tri Tren thuc te, u Viet Nam da hinh mot so quy bao hiem huu tri tu nguyen, nhu bao hiem huu tri cua nong dan Tuong tu bao hiem xa hoi, he thong bao hiem y te cung tinh trang bat cap Cu the, den chi co khoang gan 20% dan so duoc bao ve bui bao hiem y te, d6 chu yeu la ngudi ngheo va hoc sinh (vdi chinh sach hd trq cua Nha nude) r t \ Pham vi bao hiem cua bao hiem y te kha hep, co su phan biet dieu tri giua benh nhan hudng bao hiem y te va benh nhan dich vu Tuy nhien tren thuc te, phan ldn benh nhan co bao hiem y te va thuoc tang ldp trung luu tru len kham chua benh deu khong su dung quyen loi tu bao hiem y te de duoc tiep can chat luong dich vu y te cao hon Thuc trang cung la co su cho su ddi cua cac san pham bao hiem y te, dac biet cho tang ldp co thu nhap tu trung binh tru len - Su phat trien cua thi trudng tai chinh mot mat cho phep nang cao hieu qua dau tu cua doanh nghiep bao hiem nhan tho, dong thdi la co su cho su ddi cua 7 A Z 7 cac san pham bao hiem gan vdi dau tu, tich hop san pham bao hiem nhan tho vdi cac san pham bao hiem tai chinh khac (chang han, co the ket hop san pham bao hiem vdi cac san pham tin dung ngan hang ) Ben canh -do, su len xuong cua thi trudng chung khoan thdi gian qua cho thay nhu cau uy thac dau tu cho nha diu tu chuyen nghiep (chang han, cac quy dau tu) cang cap thiet, tao tien de cho su phat trien cua san pham lien ket don vi (unit Linked) - Su ung ho cua Nha nudc Viet Nam manh me doi vdi su phat trien cua thi trudng thong qua viec tao moi trudng phap ly, moi trudng kinh doanh thuan loi cho nganh cung nhu thuc thi chinh sach hoi nhap nham tiep thu cong nghe kinh doanh, cong nghe quan ly tien tien cho su phat trien cua nganh Tu nhung phan tich u tren mot lan nua co the khang dinh rang, thdi gian tdi co hoi phat trien cho nganh bao hiem nhan tho Viet Nam la rat ldn, rat tiem nang Tuy nhien, xu hudng phat trien cua bao hidm nhan tho thdi gian tdi se A tap trung vao nhom san pham nao? Tac gia cung da dieu tra va tong hop u bang dudi day 83 Bang 3.1 Bang ket qua ve nhom san pham duoc lua chon nhieu nhat So phieu lua chon Ten cac nhom san pham STT r rp /V • A Ty l? phieu lua chon (%) (phieu) Nhom san pham dap ung nhu cau bao ve 28 15 ' 62 34 76 43 11 0 thuan Nhom san pham dap ung nhu cau tich luy chuan bi cho cuoc song ve huu Nhom san pham dap ung nhu ciu bao ve ket hop dau tu yr Nhom san pham dap ung nhu cau bao ve ket hop tiet kiem dau tu cho tuong lai tre A Nhom san pham dap ung nhu cau bao hiem ket hop tich luy co thoi han Nhom san pham Bancassuarance * - - - - - (Nguon: Ket qua khao sat tai BVNT) Nhin vao bang so lieu tren ta co the thay nhom san pham se duqc lua chon r y •> yr r y nhieu nhat la nhom san pham dap ung nhu cau bao ve ket hop tiet kiem dau tu cho tuong lai tre chiem 43%, dieu cung di hieu vi truyin thing cua nguoi Viet Nam ta la hieu hoc va tam ly cua nguoi Viet ta la tat ca vi con, lo cho con, muon cai cua minh duoc hoc hanh tu te, duoc bang ban bang be Nhom san pham thu ■> y r y r hai la san pham dap ung nhu cau bao ve ket hop dau tu chiem toi 34%, boi le, cac kenh dau tu khac tren thi truong giuong nhu khong dem lai loi nhuan nua thi “choi” bao hiem xem lai la mot kenh diu tu hieu qua thi truong chung khoan thi khong len diem, thi truong bat dong san thi dong bang, hoa thach, thi truong vang thi len xuong that thuong va ngan hang thi lai suat giam manh Nhom san pham thu ba la san pham dap ung nhu cau tich luy chuan bi cho cuoc song ve huu chiem 15% 84 3.3 Giai phap hoan thi?n hoat dong phat trien san pham tai BVNT 3.3.1 Tang cirdng cong tac nghien curu thi trirdng Bo phan phat trien san pham cdn phan cong can bo chuyen trach nhSm nghien cuu day du, cung cap thong tin ve thi truong, co the du bao ve cac bien dong cua thi truong Can bo chuyen trach xu ly cac thong tin phan hoi cua khach hang tren Website cua cong ty Bdi IS, di cho ddi mot san pham mdi thi khau nghien cuu thi trudng quyet dinh y tudng cua san pham Nghien cuu thj trudng giup cho bp phan phat triin san pham nim bat dupe nhu cau, tam tu, nguyen vong cua khach hang Nghien cuu thi trudng se giup cho bo phan nam bat dupe cac san pham cua ddi thu canh tranh dupe khach hang chap nhan d muc nao, co dap ung dupe nhu ciu cua khach hang khong, tir rut kinh nghiem cho san pham cua cong ty minh Nghien cuu thi trudng giup cho bp phan biet dupe ddng san pham nao dang dupe ua chuong nhat tren thi trudng, di co ke hoach thiet ke san pham mdi lpi cho khach hang, thu hut khach hang tham gia Hien BVNT tiep nhan y kien khach hang chu yeu thong qua tong dai cham soc khach hang 1900558899, va qua cac dai ly, cac tu van vien Thong qua cac hinh thuc nay, BVNT da thu dupe mpt sd lupng ldn y kien phan hoi cua khach hang, nhien, nhung hinh thuc cung gap phai nhieu han che Cu the, khach hang chi goi den tdng dai co su cd hoac khach hang cam thay kho chiu khong dupe chi tra quyen lpi bao hiem; cac phieu danh gia chi dupe gui den tay khach hang d r iw \ r r nhung thdi diem nhat dinh, mdi BVNT can sd lieu danh gia nhung rat it Trong do, nhung tac nhan co the lam anh hudng den cam nhan cua khach hang ve san pham bao hiem, chat lupng dich vu lai cd the xuat hien bat cu luc nao qua trinh tham gia bao hiem Nhung tac nhan chua du nghiem de khach hang goi den va chia se qua cac sd dien thoai hay qua mail, hoac den nhan dupe phieu danh gia thi khach hang quen mat Ma nhung tac nhan khong dupe xu ly kip thdi thi chung se lam giam chat lupng dich vu, mat niem tin cua khach hang, tao hinh anh xau cho cong ty Hon nua, neu tiep nhan dupe cang nhieu y kien khach hang, cung nhu tam tu, nguyen 85 vong, mong muon cua khach hang thi nhom phat trien san phim se cang co nhidu _ s' thong tin de cho doi cac san pham bao hidm mdi Da dang hoa cac kenh cung cap thong tin cho khach hang, kenh tiep nhan phan hoi cua khach hang la mot cong viec can thiet de cai thien hoat dong phat trien san pham cua cong ty BVNT da co Website rieng nhien cac thong tin vd cong ty va san pham chua dugc thiet ke hgp ly, ngheo nan ve ngi dung, chua tao dugc su lien ket vdi khach hang Do vay, can thiet ke mlu thong tin phan hoi don gian de khach hang cd the dien vao nhanh, hg sd noi cho ban dieu hg nghi ve san pham va dich vu cua ban r Ngoai cac kenh tiep nhan thong tin tren, can bo phong phat trien san pham co the nghien cuu thi trudng bang phuong phap dieu tra xa hgi hgc, thiet ke bang hoi phat phidu dieu tra true tiep hodc gui qua dudng buu dien, de phuc vu cong tac thu thap thong tin Co the, thiet ke bang hoi dieu tra muc hai long cua khach hang vd san pham cua cong ty BVNT, va hai hoac ba cong ty bao hiem nhan thg khac tren thi trudng nhu Prudential, Manulife, Dai - ichi life tir so sanh giua cac cong ty vdi nhau, de thu thap dugc thong tin cua khach hang ve san pham cua cac ddi thu canh tranh Hoac phdng van khach hang true tiep qua dien thoai Hoac nghien cuu thi trudng gian tiep thong qua cac so lieu cua phong tai chinh ke toan tinh chi phi kinh doanh, thong ke tieu thu san pham, bao cao cua bo phan ban hang va phuc vu khach hang Hoac nghien cuu thi trudng thong qua cac so lieu thong ke cong bd tai cac trang Web cua Hiep hoi bao hiem Viet Nam, so lieu cua Cue quan ly va giam sat bao hiem Bo phan phat tridn thi trudng can phan doan dugc thi trudng theo cac nhom khach hang dd lua chon dugc thi trudng muc tieu, dua chien luge phat trien san pham phu hgp Cu the: Phan doan thi trudng theo dia ly, tuc la tidn hanh phan chia khach hang theo khu vuc dia ly ho sinh song Khach hang d khu vuc nong thon, co the nghien cuu cac san pham gan vdi nhu cau bao ve, nhu cau tiet kiem de lo cho tuong lai tre hay nhu cau co luong huu het kha nang lao dong Ngugc lai, khu vuc thi 9 r \ F A phat trien san pham gan vdi nhu cau ket hgp dau tu 86 Phan doan thi truong theo nhan khau hoc tuc la phan chia khach hang theo gioi tinh, tuoi tac, trinh van hoa, nghe nghiep, thu nhap, tinh trang hon nhan Nhu cau cua nam gioi khac vdi nu: gioi, nhu cau cua ngudi gia khac vdi nhu cau cua ngudi tre, nhu cau cua ngudi co thu nhap thap khac vdi nhu cau cua ngudi co thu nhap cao, nhu cau cua ngudi co gia dinh khac vdi nhu cau cua ngudi doc than Qua phan doan thi trudng ket hop vdi chien luge phat trien kinh doanh, bo phan phat tridn san pham se lua chQn duoc thi trudng muc tieu, tu xay dung ke hoach phat tridn san phim hudng tdi doan thi trudng nao, phan khuc khach hang nao Bq phan phat tridn co thd nghien cuu san pham cua ddi thu canh tranh de hoan thien san pham cua minh 3.3.2 Lien tuc hoan thi$n san pham hien cd va phat trien san pham mdi Hoan thi?n cac nhom san pham bao hiem sin co, gia tang cac quydn loi bao hidm, hoac dieu chinh mot so dieu khoan bao hiem cho phu hop vdi nhu cau khach hang Cu the: Nhom cac san pham bao hiem tu ky can bd sung them dieu khoan hoan phi de hap dan khach hang, tao tam ly vin duorc hoan tien khong gap rui ro, tham gia bao hiem duorc bao ve nhung ddng thdi rui ro khong xay BVNT san sang tham gia Hoac co the dua cac quyen loi bao hiem ung vdi cac moc phat trien ldn cua tre em nhu quyen lQri thong, quyen led dai hoc, quyen loi thac sy hoac quyen loi khdi nghiep Ung vdi tung quyen led se quy dinh cu thd ve phi bao hiem, thdi han bao hiem va cac quyen loi nhan duoc Viec dua cac quyen loi bao hidm nhu vay se giup khach hang de dang lua chon ke hoach hoc van phu hop vdi em A minh, phu hop vdi nguyen vong cua gia dinh Hoac gia tang them quyen loi thudng cho tich hoc tap xuAt sic cua tre, sd tien tuong duong vdi vdi mot ty le nhat dinh nao so vdi sd tien bao hidm goc neu ngudi duorc bao hiem co r \ tich xep hang cac ky thi dau vao 87 Nhom san pham nien kim: Can bo sung them dieu khoan quy dinh ro neu nguoi duoc bao hiem bi tu vong hoac TTTBVV trudc thoi han duoc nhan nien kim thi nguoi than cua ho co duoc nhan quyen loi gi Nhom san pham lien ket dau tu: Nghien cuu san phim lien ket dlu tu dung ban chat de khach hang tro nha dau tu co the chon lua dau tu vao dau va vdi muc nao Doi vdi cac san pham ket hop dau tu da trien khai, co the bo sung them > yr ^5 dieu khoan thuong tri hop dong, dieu khoan se phan nao han che duoc ty le huy bd hop ddng, gia tang su gan ket giua khach hang va doanh nghiep Ben canh viec hoan thien cac san pham san co, phong phat trien san pham can tap trung khai thac nhu cau khach hang, dua y tuong san pham mdi va thiet ke cac san pham mdi Vi du nhu: Xuat phat tu van de bat cap cua toan xa hoi hien A > z r la van de tai nan giao thong ma phan ldn la tai nan xay xe gan may, mac du cac san pham da trien khai deu chi tra bao hiem nguoi duoc bao hiem bi tu vong tai nan nhung phong phat trien san pham hoan toan co the xuSt phat tu nhu cau de thiet ke san pham mdi, co the tham khao, nghien cuu va rut kinh nghiem tu san pham “An tam thuong lo” cua AIA r a Hoac van de an toan thuc pham hien vo cung phuc tap va hau qua cua no la can benh ung thu dang mot gia tang Phong tranh can benh ung thu rat kho vi tran lan tren thi truong la thuc pham ban, nhiem hoa chit doc hai vay thi mac phai benh thi nguoi dd phai chiu, va dac biet neu nguoi tru cot gia dinh bi ung thu thi se de lai kho khan tai chinh rat ldn cho gia dinh ho Xuat phat tu thuc te 7 7 phong phat trien san pham cung co the nghien cuu dua san pham mdi Hoac chinh thuc la DNBH nhan tho duoc phep kinh doanh bao hiem huu tri tu nguyen tren thi truong bao hiem Viet Nam, phong phat trien san pham cdn thiet ke san pham bao hiem nhom danh cho nguoi lao dong tai cac doanh nghiep 88 KET LUAN Trong moi truong canh tranh khoc liet giua cac doanh nghiep bao hiem ca nhan tho va phi nhan tho nhu hien thi mot lan nua phai khang dinh: Doanh r •> y y nghiep muon ton tai va phat trien dung vung tren thi truong deu phai tu lam moi minh bang cac san pham bao hiem moi Chinh vi vay, hoat dong phat trien san pham dupc chu se giup doanh nghiep giu chan duoc khach hang cu va thu hut dupc su quan tam, tham gia cua khach hang moi La mot doanh nghiep nha nuoc, uy tin lau nam tren thi truong BHNT, BVNT luon y thuc dupc tam quan cua hoat dong va khong ngung cho doi cac san pham bao hiem moi Voi de tai “Danh gia thuc trang phat trien san pham bao hiem tai Bao Viet Nhan tho” bang cac phuong phap nghien cuu dinh tinh, phuong phap thong ke, phan tich so lieu luan van da thuc hien nhttng npi dung sau: a r y y t He thong nhunn van de co n an vc bao hiem lorhn tho, khai niem, vai tro cua bao hiem nhan tho, dac trung co ban cua hoat dong kinh doanh bao hiem nhan tho Van de co ban ve san pham bao hiem nhan tho, quy trinh phat trien san pham BHNT doanh nghiep BHNT Gioi thieu qua trinh hinh va phat trien, tinh hinh san xuat kinh doanh cua BVNT, quy trinh phat trien san pham tai BVNT, danh gia thuc trang phat trien san pham tai BVNT Dua c ac giai ppdp hoan thien c onn tac p pht trien s an p pim tai BVNT Mac du co nhieu co gang nhung han che ve thoi gian, ve kha nang phan tich, tiep can thuc te nen luan van khnng trPnO khoi nhung thieu sot Kinh mong nOan dupc su gop y chan cua cac thay giao, cO giao de de tai nghien cuu dupc Oonn thien hon Ha noi, 15 thang 08 nam 2013 89 TAI LI£U THAM KHAO Tran Minh Dao (2009), Giao trinh MAKETING can ban, Nxb Dai hoc Kinh te quoc dan Nguyen Van Dinh (2010), Giao trinh Kinh te bao hiem, Nxb Dai hoc Kinh te quoc dan Nguyen Van Dinh (2010), Giao trinh quan tri kinh doanh bao hiem, Nxb Dai hoc Kinh te quoc dan Luu Thi Huong (2005), Giao trinh Tai chinh Doanh nghiep, Nxb Thong ke, truong Dai hoc Kinh te quoc dan Truong Moc Lam (2005), Giao trinh nghiep vu bao hiem, Nxb tai chinh, trudng Hoc vien tai chinh Philip Kotler (1994) MAKETING can ban, nha xuat ban thong ke Tong Cong ty Bao hiem Bao Vi?t, Bao cao thuong nien 2009 - 2012, Ha Noi Hiep hoi bao hiem Vi?t Nam, Ban tin hiep hoi 2009, Ha Noi Hiep hoi bao hiem Viet Nam, Ban tin hiep hoi 2010, Ha Noi 10 Hiep hoi bao hiem Vi?t Nam, Ban tin hiep hoi 2011, Ha Noi 11 Hiep hoi bao hiem Vi?t Nam, Ban tin hiep hoi 2012, Ha Noi TRANG WEB Website cua Tong Cong ty Bao hi£m Bao Viet ww, baoviet com, Website cua Tong Cong ty Bao Viet nhan tho www.baovietnhantho.com.vn Website cua hiep hoi bao hiem Viet Nam 90 PHV LIJC 1: PHUONG PHAP DIEU TRA Du li?u so cap dupe thu thap bang cac phuang phap chu yeu la dieu tra, cy the: Phuong phap dieu tra su dung phieu dieu tra la cong cu chinh de tac gia thu thap du lieu so cap ve nhung noi dung nghien cuu cua de tai r r r y r \ Thiet ke phieu dieu tra: Phieu dieu tra tac gia soan thao dua tren nguyen tac cua viec lap bang cau hoi Nhung nqi dung dieu tra gom: - Yeu to khien khach hang tham gia mua bao hiem tai BVNT - Cam nhan cua khach hang ve san pham bao hiem cua BVNT d cac noi dung: Doi tuong bao hiem, pham vi bao hiem, phi bao hiem, phuang thuc dong phi, So tien bao hiem, thoi han bao hiem, cac tinh nang cua san pham bao hiem, cac quyen lgi bao hiem khac - Y kien cua khach hang ve nhom san pham se dugc lua chgn nhieu nhat tuong lai - Danh gia chung cua khach hang ve san pham bao hi£m cua BVNT tren ba khia canh: Muc doi moi san pham, Muc da dang cua san pham, Chat lugng doi mdi san pham Phieu di$u tra gdm 04 trang vdi 10 cau hoi, phan dau la nhung thong tin ca nhan se dugc bao mat qua trinh tong hgp, xu ly phan sau la nhung cau hoi lua chgn va cau hoi danh gia, cho diem Cac cau hoi da dugc su tu van, chinh sua cua giao vien hudng din va nhung ngudi cd chuyen mon Noi dung cu the cua mau phieu dieu tra nam phu luc so Quy mo dieu tra (mau dieu tra): - Tieu chi chgn mlu: theo pham vi nghien cuu tac gia xac dinh mau la nhung cong ty vien cua BVNT tren dia ban Ha Noi va Yen Bai - So lugng mau: BVNT Ha Noi dap ung tieu chi chgn mau tren dia ban Ha Noi va BVNT Yen Bai chi nhanh Nghia Lo 91 - Doi tuong chon dieu tra: Tac gia lura chon nhung khach hang da va dang tham gia BHNT tai BVNT Ha Nqi va BVNT Yen Bai chi nhanh Nghia Lo - So luong phieu dieu tra phat ra: 200 phieu r r Qua trinh dieu tra:’ Bdng each phat phieu dieu tra true tiep vdi khach hang a > a tham gia hoi nghi khach hang cua cong ty den nhan dao han, gui phieu dieu tra gian tiep tdi khach hang thong qua tu van vien va qua buu dien Thai gian dieu tra : tac gia tien hanh phat va thu phieu dieu tra vong 30 tu 1/7/2013 den 30/7/2013 Xu ly: Tac gia thu phieu didu tra duoc tra loi qua trao ddi true tidp va trao ddi gian tiep, tu xac dinh sd lupng phidu dieu tra hop 1?, tdng hop dtr lieu, lap bang thong ke du lieu dieu tra Sd luong phieu dieu tra hop le la 94/100 phidu tai BVNT Ha Noi va 87/100 tai BVNT Yen Bai chi nhanh Nghia Lp Nhu vay, tong sd phieu dieu tra hop 1? thu ve la 181/200 phieu Sau do, tac gia su dung phan mem EXCEL de xu ly sd li?u 92 PHV LVC 2: PHIEU DIEU TRA VE SAN PHAM BAO HIEM CUA BAO VIET NHAN THO (BVNT) Xin chao quy vi! Toi la Tran Ngoc Ha - Hoc vien cao hoc, chuyen nganh kinh te bao hi£m, tai vien sau dai hoc truong dai hoc kinh te quoc dan, hien toi dang thuc hien nghien cuu vl hoat dong phat trien san phAm cua cong ty Bao Viet Nhan Tho Phuc vu cho viec nghien cuu ve hoat dong phat trien san pham cua Bao Viet Nhan Tho chung toi tien hanh nghien cuu, khao sat y kien truc tiep tu cac khach hang cua Bao Viet Nhan Tho De ket qua khao sat mang tinh khach quan va phan x anh thuc te nhu cau cua khach hang, chung toi rat mong nhan duoc su giup cua r r quy vi Chung toi xin cam doan nhung thong tin cua quy vi cung cap chi phuc vu cho muc dich nghien cuu va khong nhAm muc dich nao khac N^i dung cac cau hoi dieu tra khao sat A Phan chung: Ho va ten nguoi duoc dieu tra: Gioi tinh : Tudi : Quy vi da tham gia bao hiem nhan tho tai Bao Viet nhan tho duoc bao lau? Loai san pham nao ma quy vi da hoac dang tham gia: s TT rp ? A Ten san pham An phat gia An phat tron doi An phuc gia loc An phat bao gia An khang thinh vuong * An gia phat loc An gia tai loc 93 An sinh giao due Bancassurance Cac san pham khac 10 Do dau ma quy vi biet va tham gia san pham cua Bao Viet nhan tho (Xin quy vi vui long tich vao cau tra loi): Qua chuong trinh thong tin, quang cao cua BVNT Qua nguoi than, ban be gioi thieu Qua dai ly tu van Qua buoi hoi thao gioi thieu san pham cua BVNT Qua nguon khac (ghi ro) Yeu to nao khien quy vi tham gia mua bao hiSm t^i BVNT (Xin quy vi vui long tich vao cau tra loi, cau tra loi co the nhiSu horn 1) _ Hoat dong lau nam va uy tin tai Viet Nam Doanh nghiep nha nude Co tiem luc kinh te 7 Co nhieu san pham bao hiem uu viet Doi ngu tu van vien chuyen nghiep Chit luong dich vu khach hang tot Quang cao nhiSu nhat Cac yeu to khac r r _ B Y kien khach hang ve san pham cua cong ty BVNT Quy vi cam thay th£ nao ve san pham cua cong ty BVNT 94 Rat phu hgp Phu hgp Khong phu Rat khong phu hgp hgp Doi tugng bao hiem Pham vi bao hiem so voi nhu cau cua quy vi Phi bao hiem phai dong so vdi thu nhap cua quy vi Phuong thuc ddng phi Cac tinh nang cua san pham bao hiem Sd tien bao hiem •> Thdi han bao hiem Cac quyen lgi bao hiem Theo quy vi nhom san pham nao se dugc lira chon nhieu nhat Nhom san pham dap ung nhu cau bao hiem thuan Nhom san pham dap ung nhu cau tich luy chuan bi cho cuoc song ve huu Nhom san pham dap ung nhu cau bao hiem ket hgp dau tu Nhom san pham dap ung nhu cau bao hiem ket hgp tiet kiem A dau tu cho tuong lai cua tre Nhom san phim dap ung nhu cau bao hiem ket hgp tich luy co thdi han Nhom cac san pham Bancassurance 95 Danh gia chung cua quy vi ve san pham bao hiim cua BVNT Rat kem Kem Trung binh kha Muc doi moi san pham Muc da dang cua san pham Chat ? luong doi moi san pham Xin chan cam on su hgp tac va giup cua quy vi! 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