Giải pháp phát triển hệ thống kênh phân phối sản phẩm tại tổng công ty cổ phần bảo hiểm dầu khí việt nam

U TRUCJNG DAI HOC KINH Tti QU(5c DAN - r&>r&> - DAi HOC KTQD TT THONG TIN THU'VIEN PHONG LUAN AN-TV LIEU I NGUYEN THI HOANG ANH GIAI PHAP PHAT TRIEN HE THONG KENH PHAN PHOI SAN PHAM TAI TONG CONG TY CO PHAN BAO HIEM DAU KHI VIET NAM ■ CHUYfiN NGANH: KINH t£ BAO HE^M LUAN VAN THAC SY KINH TE THT A A ST Nguo'i hirong din khoa hoc: TS PHAM THI DINH HA NOI, NAM 2010 ft [f LOI CAM ON Toi xin kinh gui lai cam on tran nhat toi Ban giam hieu, cac Thay giao, Co giao cong tac tai Khoa Bao hiem va Khoa Sau Dai hoc Truong Dai hoc Kinh te Quoc dan Ha Noi da truyen dat, huong dan kien thuc, cung cap tai lieu can thiet giup toi hoan bai luan van Dac biet toi xin bay to long biet on sau sac toi sir giup nhiet tinh cua cd giao TS.Pham Thi Dinh, Truong khoa Bao hiem - Truong Dai hoc Kinh te Quoc dan Ha Noi da ho tro toi ve phuong phap khoa hoc, ve kien thuc chuyen mon cung nhu nhtrng kinh nghiem nghien ctru quy bau de toi cd the hoan bai luan van Nhan day, toi cung xin phep duoc cam on gia dinh, dong nghiep, ban be da quan tarn, giup toi suot thdi gian qua Mac du rat cd gang nhung kha nang va dieu kien thdi gian cd han do khong the tranh duoc nhung thieu sot nhat dinh Tac gia mong nhan duoc nhtrng y kien nhan xet, danh gia, gop y cua Quy Thay cd va cac ban de tac gia co the chinh sura va hoan chinh luan van cua minh Tran trong./ Hoc vien Nguyen Thi Hoang Anh MUC LUC • • LOI CAM ON DANH MUC SO DO, BANG BIEU VA HINH VE TOM TAT LUAN VAN PHAN MO' DAU CHUONG 1: MOT VE HE• THONG KENH • SO VAN DE LY LUAN • PHAN PHOI SAN PHAM BAO HIEM PHI NHAN THO 1.1 Khai niem va phan loai Bao hiem phi nhan tho 1.1.1 Mot so khai niem ve Bao hiem va Bao hiem phi nhan tho 1.1.2 Phan loai Bao hiem phi nhan tho 1.2 Dac diem hoat dong kinh doanh cua doanh nghiep bao hiem phi nhan tho 10 1.2.1 Doi tirong kinh doanh da dang 10 1.2.2 Kinh doanh bao hiem yeu cau co von phap dinh Ion 11 1.2.3 Kinh doanh bao hiem ddi hoi phai co dir phong nghiep vu 11 1.2.4 Kinh doanh bao hiem luon gan ket voi hoat dong dau tir 12 1.2.5 Kinh doanh bao hiem la linh virc kinh doanh co dieu kien 12 1.3 Dac diem san pham bao hiem 12 1.3.1 Khai niem san pham bao hiem 12 1.3.2 Dac diem san pham bao hiem 12 1.4 He thong kenh phan phoi san pham cua doanh nghiep bao hiem phi nhan tho 18 1.4.1 Khai niem, vai tro va chuc nang cua kenh phan phoi san pham bao •> r r \ hiem phi nhan tho 18 1.4.2 Cac loai kenh phan phoi san pham bao hiem phi nhan tho 20 1.4.3 Quan tri kenh phan phoi cua bao hiem phi nhan tho 23 1.4.4 Kinh nghiem phat trien kenh phan phoi san pham bao hiem tren the gidi30 CHUONG 2: THUC TO CHUC VA HOAT CUA HE• • TRANG • • DONG • THONG KENH PHAN PHOI SAN PHAM BAO HIEM TAI TONG CONG TY CO PHAN BAO HIEM DAU KHI VIET NAM 35 2.1 Khai quat ve Tong Cong ty CP Bao hiem Dau Viet Nam 35 2.1.1 Qua trinh hinh va phat trien 35 2.1.2 Co cau to chuc 38 2.1.3 Cac Imh virc kinh doanh PVI dang trien khai 42 2.1.4 Ket qua hoat dong kinh doanh giai doan 2006 - 2009 45 2.1.5 Vi the cua PVI tren thi trubng bao hiem Viet Nam 47 2.2 Thue trang to chuc quan ly he thong kenh phan phoi san pham bao hiem tai PVI 50 2.2.1 Cau true he thong kenh phan phoi san pham bao hiem tai PVI 51 2.2.2 To chuc va chinh sach quan ly he thong kenh phan phoi 57 2.3 Thue trang hoat dong cua he thong kenh phan phoi san pham bao hiem tai PVI giai doan 2006-2009 i 67 •? r r r r 't 2.3.1 Mot so ket qua hoat dong cua he thong kenh phan phoi 67 2.3.2 Danh gia chung 74 CHUONG 3: MOT SO GIAI PHAP PHAT TRIEN VA NANG CAO HIEU QUA HOAT DONG CUA HE THONG KENH PHAN PHOI SAN PHAM TAI TONG CONG TY CO PHAN BAO HIEM DAU KHI VIET NAM 78 3.1 Dinh huong phat trien he thong kenh phan phoi san pham tai PVI 78 3.1.1 Muc tieu, chien lirqc phat trien cua PVI 78 3.1.2 Dinh hirdng phat trien he thong kenh phan phoi san pham tai PVI 79 3.2 Nhung thuan loi va kho khan doi voi viec phat trien he thong kenh phan phoi tai PVI 80 3.2.1 Nhung thuan loi viec phat trien he thong kenh phan phoi tai PVI 80 3.2.2 Nhung kho khan viec phat trien he thong kenh phan phoi tai PVI 83 3.3 Giai phap phat trien he thong kenh phan phoi san pham 84 3.3.1 Cung co he thong kenh phan phoi san pham hien tai 84 3.3.2 Mb rong he thong kenh phan phoi san pham 91 3.3.3 Mot so giai phap ho trp phat trien he thong phan phoi tai PVI 94 3.4 Mot so kien nghi 96 3.4.1 Kien nghi voi doanh nghiep 96 3.4.2 Kien nghi voi nha nuoc: 97 KET LUAN 98 DANH MUC TAI LIEU THAM KHAO 99 DANH MUC SO DO, BANG BIEU VA HINH VE SO DO Sa 2.1 Qua trinh hinh va phat trien cua PVI 35 Sa 2.2: Co cau to churc cua PVI 40 So 2.3 Mot so kenh phan phoi chu yeu cua PVI 51 So 2.4 Kenh phan phoi true tiep cua PVI 52 So 2.5 Kenh phan phoi gian tiep cua PVI 54 BANG BIEU r r Bang 2.1 Mot so chi tieu ket qua hoat dong kinh doanh cua PVI giai doan 2006-2009 46 Bang 2.2 So luong doanh nghiep Bao hiem phi nhan tho tren thi trudng Viet Nam va quy mo thi trudng bao hiem Viet Nam 47 Bang 2.3 Thi phan doanh thu phi bao hiem goc theo tung nghiep vu nam 2009 cua PVI va mot so doanh nghiep bao hiem phi nhan tho ldn cua Viet Nam 50 Bang 2.4: Chi hoa hong cho cac dai ly va moi gidi tai PVI (2006-2009) 57 Bang 2.5 Ty le hoa hong bao hiem toi da ap dung cho cac nghiep vu bao hiem phi nhan tho 62 Bang 2.6 So Iuqng Cong ty vien cua PVI qua cac nam 68 Bang 2.7 Doanh thu cua PVI giai doan 2006-2009 70 Bang 2.8 Ty doanh thu bao hiem goc cua tung kenh phan phoi tai PVI giai doan 2006-2009 71 Bang 2.9 Doanh thu cua cac ban kinh doanh nam 2009 .72 Bang 2.10 Ty doanh thu bao hiem goc va ngoai nganh Dau cua PVI giai doan 2006-2009 72 Bang 2.11 Doanh thu cac cong ty vien nam 2009 73 Bieu 2.1 Toe tang trirdng tong doanh thu cua PVI 46 Bieu 2.2 Doanh thu bao hiem goc cua mot so DNBH phi nhan tho ldn cua Viet Nam tu nam 2006-2Q2010 48 Bieu 2.3 Thi phan thi trubng bao hiem goc nam 2009 cua cac DNBH phi nhan tho tai Viet Nam 49 Bieu 2.4 Thi phan thi truong bao hiem goc thang dau nam 2010 cua cac DNBH phi nhan tho tai Viet Nam 49 HINH VE Hinh 2.1 Mang ludi phan bo cac PVI vien 41 TRUONG DAI HOC KINH t£ QU6c DAN - NGUYEN THI HOANG ANH GIAI PHAP PHAT TRIEN HE THONG KENH PHAN PHOI SAN PHAM TAI TONG CONG TY CO PHAN BAO HIEM DAU KHI VIET NAM ■ CHUYfiN NGANH: KINH t£ BAO HI^M / _ w _ A w _ TOM TAT LUAN VAN THAC SY • HA NOI, NAM 2010 • i PHAN MO' DAU Trong dieu kien hoi nhap kinh te quoc te, canh tranh cang trO nen gay gat, mot doanh nghiep muon ton tai va phat trien thi dieu kien can la phai co nguon thu De co duoc doanh thu, cac doanh nghiep phai dua duoc san pham cua minh den tay ngudi tieu dung Vi vay, moi doanh nghiep deu phai xay dung cho minh mot he thong kenh phan phoi phu hop Doi voi cac doanh nghiep bao hiem, viec xay dung he thong kenh phan phoi dong mot vai tro dac biet quan va mang y nghia song cdn boi cot loi cua bao hiem chinh la lay so dong bu so it, va nhung dac tinh cua san pham bao hiem rat dac thu nhu: khong duoc bao ho ban quyen, la san pham khong mong doi Chinh vi ly tren, tac gia da lua chon de tai “Giai phap phat trien he thong kenh phan phoi san pham tai Tong Cong ty co phan Bao hiem Dau Viet Nam” de nghien cuu luan van tot nghiep cua minh Ngoai ldi mo dau, ket luan, phu luc, danh muc cac bang bieu, danh muc tai lieu tham khao, luan van duoc trinh bay chuong: Chuong 1: Mot so van de ly luan ve he thong kenh phan phoi san pham bao hiem phi nhan tho Chuong 2: Thuc trang to chuc va hoat dong cua he thong kenh phan phoi san pham bao hiem tai Tong Cong ty co phan Bao hiem Dau Viet Nam Chuong 3: Mot so giai phap phat trien va nang cao hieu qua hoat dong cua he thong kenh phan phoi san pham tai Tong Cong ty co phan Bao hiem Dau Viet Nam CHUONG I MOT SO VAN DE LY LUAN VE HE THONG KENH PHAN PHOI SAN PHAM BAO HIEM PHI NHAN THO 1.1 Khai niem va phan loai Bao hiem phi nhan tho 1.1.1 Mot so khai niem ve Bao hiem va Bao hiem phi nhan tho Hien nay, co rat nhieu dinh nghia khac ve hoat dong kinh doanh bao hiem Nhin chung, xet ve mat ban chat thi bao hiem la viec phan chia ton that cua mot hoac mot so ngudi cho tat ca nhung ngudi tham gia bao hiem cung chiu Bao hiem hoat dong dua tren Quy luat so dong (the law of large numbers) Hoat dong bao hiem gom linh vuc hoat dong lon la bao hiem nhan tho va bao hiem phi nhan tho Bao hiem ddi da co rat nhieu tac dung ddi song kinh te xa hoi nhu: bao hiem bu dap thiet hai, khac phuc ton that, bao hiem tang cudng cong tac de 11 phong va han che ton that, bao hiem su dung hieu qua nhung khoan tien nhan roi, tao duoc nguon von lon de dau tu vao linh vuc khac, bao hiem lam tang thu ngan sach Nha nuoc, bao hiem tao tarn ly an tarn kinh doanh, cuoc song, bao hiem gop phan md rong cac moi quan he kinh te voi nuoc ngoai 1.1.2 Phan loai Bao hiem phi nhan tho 1.1.2.1 hhnh loai theo doi tuuhg bOo hiem Can cr theo ddi twang bao hiem, cac loai san pham bao hiem phi nhan tho duoc xep vao nhom: bao hiem tai san, bao hiem trach nhiem dan su va bao hiem ngudi (tru cac hinh thuc bao hiem nhan tho) 1.1.2.2 hhnh loai theo tihh chat phap ly Can cr vao tinh chat phap ly , bao hiem phi nhan tho gom co: bao hiem tu nguyen va bao hiem bat buoc 1.1.2.3 hhnh loai theo uhom khach hahg Theo nhom khach hang, cac san pham bao hiem phi nhan tho duoc chia hai nhom lon: la nhom cac san pham bao hiem phi nhan tho danh cho ca nhan va nhom cac san pham danh cho cac to chuc 1.1.2.4 hhnh loai theo loai hmh, ket cau cua sOh pham Theo loai hinh., ket cau san pham co the phan chia cac san pham bao hiem phi nhan tho cac nhom sau: Nhom cac san pham bao hiem rieng le, nhom cac san pham bao hiem tron goi 1.1.2.5 hhnh loai theo phiroug thuc phnh phoi sOh pham Theo phwang thuc phan phdi san pham, cac san pham bao hiem phi nhan tho duoc chia lam hai nhom: nhom cac san pham phan phoi qua kenh phan phdi truyen thong, nhom cac san pham phan phdi qua kenh phan hoi truc tiep 1.2 Dac diem boat donghinh doanh cuadoanh nghiephOo hiemphi nhantho 1.2.1 Doi tuong kinh doanh da dang Doi tuong cua bao hiem phi nhan tho la tai san, trach nhiem dan su va ngudi Voi doi tuong bao hiem da dang nhu vay, quy luat so lon kinh doanh bao hiem cang phat huy tac dung, do muc dich loi nhuan se dat duoc 1.2.2 Kinh doanh bao hiem co von phap dinh lon Nguon von cua doanh nghiep bao hiem bao gom von dieu le, phi bao hiem thu duoc, lai dau tu Trong do, von dieu le phai dam bao nhu muc von phap dinh phap luat quy dinh (cong ty bao hiem phi nhan tho la 300 ty VND) v6n phap dinh ldn nhu vay la dac thu kinh doanh bao hiem - kinh doanh rui ro 85 tuyen chon dai ly bao hiem se quyet dinh den hoat dong cua vien kenh thdi gian hop tac vdi PVI Vi vay, PVI can dua duoc mot quy trinh gom day du cac budc, cong khai va md rong nguon tuyen dung de cd the chon loc duoc nhung dai ly bao hiem tiem nang Thu' nhat, lap ke hoach tuyen dung Ke hoach tuyen dung phai neu dugc cac chi tieu nhu: so lugng dai ly can tuyen mdi so lan tuyen dung nam, thdi diem tuyen, cac yeu cau tuyen dung Ve so lugng dai ly can tuyen mdi nen dua vao nhu cau cua thi trudng ma PVI muon khai thac Vi dai ly chu yeu khai thac cac nghiep vu lien quan den dan cu, nen tai mdi dia ban ma Tong Cong ty hay Van phdng khu vuc hoat dong phai tinh den mat dan cu cua dia ban do, tranh tinh trang tuyen dung qua nhieu dai ly nhu cau lai han che gay ton kem khau tuyen dung va dao tao ban dau, khau quan ly so lugng dai ly va gay tinh trang canh tranh noi bo giua cac dai ly cua PVI tren dia ban Ve so lan tuyen dung va thdi diem tuyen, PVI nen cd chinh sach quang cao tuyen dung dai ly tai mgi thdi diem hoat dong nhung chi nen ky ket hgp ddng theo dgt, dieu de dang cho viec quan ly cac dai ly ddng thdi to chuc dao tao cac dai ly mdi dugc bai ban ma khong gay qua ton kem ve chi phi dao tao Thi'v hai, PVI can xay dung mot he thdng tieu chuan tuyen chon Mot dai ly phai dap ung dugc day du cac tieu chuan dat ra, nhu vay mdi cd the dap ung dugc yeu cau cua cong viec: nghe nghiep, kha nang giao tiep lua tuoi, tai chinh, tu each dao due Ve tieu chuan nghe nghiep, hien nay, tuyen dung dai ly PVI chi dat yeu cau la cong dan Viet Nam, du 18 tuoi trd len, cd nang luc hanh vi dan str day du va cd bang tot nghiep PTTH, nhien, can dua nhung tieu chuan nhu sau: Ve tieu chuan nghe nghiep: nghe nghiep se la tieu chuan uu tien lua chgn, tuyen dung dai ly Nhung dai ly cd nghe nghiep lien quan gan bo vdi xa hoi nhieu se cd nhieu co hoi de ban dugc cac san pham bao hiem Cac nganh nghe nhu: du lich, thuong mai va xay dung Kha nang giao tiep la mot yeu cau tuong doi quan trong viec tuyen dung, vdi dac thu nghe 86 nghiep la thuyet phuc khach hang ddi hdi dai ly phai co kha nang giao tiep, quan he vdi khach hang Ve tieu chuan tham nien cdng tac va lua tudi: Lua tudi nen tuyen dung dai ly nen la nhung ca nhan cd tudi trung binh tir 25-50, mdi quan he xa hoi tang dan mdi ca nhan trudng thanh, kien thuc kinh nghiem ddi song tang len, tudi cung tao dupe su tin tudng tiep xuc vdi khach hang Ve tieu chuan tai chinh, mdi dai ly ky ket hop dong vdi PVI deu phai ky quy day du quy de rang buoc mot phan trach nhiem cua dai ly vdi cdng viec minh lam va vdi Doanh nghiep Bao hiem Tat ca cac ung vien dai ly trudc hoat dong dai ly phai nop sd tien ky quy va dupe quy dinh hop dong dai ly Tuy theo dieu kien cua tung dia phuong ndi PVI co cac Cdng ty vien, Van phong khu vuc cd the dieu chinh muc ky quy cho phu hop Tieu chuan ve dao due nghe nghiep la su can thiet hoat dong kinh doanh cua dai ly bao hiem Hoat dong kinh doanh Bao hiem dua tren nguyen tac chia se rui ro, co lien quan mat thiet den cac mat mat, ton that thiet hai cua ddi song ngudi nen ddi hdi ngudi dai ly phai tuan thu dao due nghe nghiep, luon the hien cao nhat tinh trung thuc va due liem chinh Hoat dong kinh doanh Bao hiem dua tren nen tang cua su tin nhiem va tinh chan that Dieu ddi hdi ngudi dai ly phai co tinh than trach nhiem cao va trinh chuyen nghiep cao Dao due nghe nghiep khdng the nhan biet dupc tir tuyen dung nhien qua trinh lam viec can dao tao cho ho biet: quan tam den quyen lpi khach hang, giai thich ve quy tac, dieu khoan Bao hiem, bao mat thdng tin, trach nhiem ddi vdi giay yeu cau Bao hiem, chap hanh dung che thu nop phi Bao hiem, chap hanh dung che quan ly Don hoac Giay chung nhan Bao hiem, tan phuc vu khach hang, trung vdi cdng ty Viec dat nhung tieu chuan nhu vay se kho khan hon viec tuyen chon, dao tao dai ly nhung se dat dupc muc tieu tuyen dupc nhung dai ly co kha 87 nang khai thac va lam viec dai han vdi PVI, tranh tinh trang tuyen qua nhieu tao bo may kong kenh he thong ma lai khong dat duoc hieu qua ve kinh doanh Thu: ba, PVIphaixac dinh duoc nguon tuyen dung Hien tai PVI tuyen dung dai ly chu yeu dua vao su gidi thieu cua nhung dai ly cu hoac mdi quan he quen biet vdi doanh nghiep Diem se han che viec tuyen dung duoc nhung dai ly tot, gay han che nguon cung De khac phuc PVI can md rong them cac nguon tuyen dung mdi thong qua thong tin dai chung nhu bao chi, internet, truyen hinh; thong qua cac hoi nghi cho khach hang cua doanh nghiep, ben canh la su ket hop vdi cac ban nganh, cac sd lao dong, cac co quan doanh nghiep va ngoai nudc de tim dupe nguon dap ung cac yeu cau da dat Dac biet, hien tai PVI cd trang web cua rieng minh, nen tan dung kenh thong tin de tuyen dung dai ly thong qua quang cao hinh anh cua PVI Trong qua trinh tuyen chon, PVI can cu cac can bo quan ly, khai thac gidi, cd tham nien tham gia danh gia va phdng van ddi tuong tuyen dung de cd nhung danh gia phu hop Lua chon dupe nhung dai ly tot nhat va co nhieu tiem nang ddng gop vao su phat trien cua Tong Cdng ty 4- Ve cdng tac dao tao Dac biet, vdi muc tieu phat trien he thong ban le, viec dao tao dai ly phai dupe thuc hien thudng xuyen va theo mot quy trinh thong nhat ap dung toan bo he thong kenh phan phoi PVI can hoan thien quy trinh dao tao cung nhu thong nhat nhan luc dao tao dai ly cho Tong Cdng ty Hien tai Ban quan ly bao hiem va dao tao tai Tong cdng ty phu trach cdng viec dao tao cho dai ly mdi Ddng thdi, viec dao tao lai phu thuoc vao nhung nhan vien tai tru sd Tong Cdng ty, vi vay se gap rat nhieu kho khan viec dao tao dai ly cho cac Cdng ty vien tai cac tinh khac, ddng thdi gay ton kem chi phi Day cung chinh la ly khien cho nhieu dai ly cua cac don vi vien hoat dong khong hieu qua va chua dap ung dupe yeu cau doi hoi cua Tong Cdng ty PVI nen dua giai phap dao tao tai cac Cdng ty vien nhung can bo co kha nang dao tao dai ly de tien lpi hon viec md cac ldp 88 nang cao chuyen mon va hudng dan cac dai ly hoat dong Ve chuong trinh dao tao cung can phai chu va hoan thien hon Hien tai PVI co giao trinh dao tao dai ly bo sung cho phu hpp vdi su thay doi cua thi trudng Ve che chinh sach dai ngo va khen thudng Ngoai viec tuyen dung va dao tao, PVI can chu den cac che chinh sach dai ngo, chinh sach khen thudng va thang tien cho cac dai ly hoat dong hieu cd kha nang Hien tai, PVI dang ap dung muc thudng theo le % tren tong doanh so ban cua cac vien kenh phan phdi Ty le tang luy tien theo muc doanh so ma vien kenh phan phdi dat dupc theo thdi gian Tuy nhien, PVI can da dang hoa cac hinh thuc thudng, ngoai thudng bang tien co the thudng bang hien vat hoac dudi hinh thuc ton vinh nhung guong dien hinh cac le so ket hoac tong ket cua Tong Cong ty Hon nua muc thudng cung can tinh dua tren ca hieu qua kinh doanh cua tung dai ly, so np phi ton dong Song song vdi hinh thuc thudng, dai ngo cung can dua cac hinh thuc phat doi vdi cac dai ly vi pham quy che cua Tong Cong ty, cd muc du np phi ldn 4- Ky ket hop ddng chat che doi vdi cac dai ly, day manh cong tac kiem tra giam sat hoat dong Viec ky ket hpp ddng vdi cac dai ly la het sue quan vi thuc te, dai ly la luc lupng lam viec it cd rang buoc, ho cd the ddng thdi lam cho nhieu Doanh nghiep Bao hiem khac vi the de dam bao dupc tinh phap ly viec hpp tac vdi cac dai ly, cac dai ly di vao hoat dong phai cd hpp ddng va ho so dai ly PVI ban hanh Cd nhu vay, cac Cong ty true thuoc va ca Tong cong ty mdi co the kiem soat dupc nhung dai ly dang hoat dong, kiem soat dupc doanh thu, chat lupng phuc vu khach hang, va bao ve uy tin cua minh vdi khach hang Trong thdi gian vua qua, nhieu cong ty mdi lap, he thdng to chuc, nhan su chua di vao on dinh nen viec kiem tra van chua thuc hien mot each triet de, dan den nhieu sai sot thuc hien quy che Tong cong ty can nhan manh viec 89 kiem tra dinh ky thang lan doi vdi toan bo he thong va co yeu cau cac don vi gui bao cao hang thang, hang quy ve tinh hinh hoat dong cua minh ve Tong cong ty de co nhung bien phap xu ly sai pham khuyen khich khen thuong, va nhung bien phap dieu chinh kip thoi quy che cung nhu dinh muc kinh doanh phu hop vdi dieu kien thi trudng tai dia ban cua don vi 3.3.1.2 Ddi vai he thdng kenh phan phdi san pham qua mdi giai Mdi gidi bao hiem la nhung ngudi dai dien cho khach hang nen Doanh nghiep bao hiem cung phai coi day la khach hang cua minh Vi vay cung can cd nhung chinh sach cham soc phu hop Ben canh do, PVI cung phai cd ke hoach td chuc cac buoi hoi thao khach hang va mdi cac mdi gidi bao hiem tham du nham gidi thieu cac san pham mdi cua Tdng Cdng ty, bao cao ket qua kinh doanh de cac nha mdi gidi biet rd hon ve tiem luc va kha nang cua Tdng Cdng ty Tu cac nha mdi gidi cd the hieu rd hon ve san pham va nang luc cua PVI, nang cao kha nang thuyet phuc khach hang tham gia bao hiem Dong thdi, PVI cung phai tich cue md rong quan he vdi cac nha mdi gidi nudc ngoai de tang cudng viec khai thac bao hiem tu cac doanh nghiep nudc ngoai, md rong thi phan ngoai nudc 3.3.1.2 Ddi vai he thdng kenh phan phdi true tiep Ddi vdi cac Cdng ty bao hiem phi nhan tho, kenh phan phdi true tiep thudng mang lai doanh thu phi bao hiem cao nhat cho Doanh nghiep, chinh vi vay phai dat mdi quan tam hang dau den he thdng phan phdi Vi cac khach hang true tiep den van phdng ban cua Tdng Cdng ty de duoc tu van va ky ket hop dong bao hiem nen can phai de cho khach hang thuc su an tuong ve cung each lam viec cua nhan vien ban hang 4- Cac giai phap de nang cao gia tri cua kenh phan phdi true tiep nhu sau: r Nang cao chat luong phuc vu khach hang va hieu qua lao dong cua nhan vien De hoan thien, nang cao hieu qua hoat dong cua he thdng kenh can nang cao hieu qua lao dong va chat luong phuc vu khach hang cua nhan vien tai cac Ban kinh 90 doanh cua Tong Cdng ty, Cdng ty vien, Van phdng khu vuc thi ttr khau tuydn dung cho den khau dao tao chuyen mon nghiep vu cho cac nhan vien PVI dac biet la cac nhan vien d Ban kinh doanh hay cac Cdng ty vien phai duoc coi PVI can cd mot ke hoach tong the ve cdng tac to chuc buoi hoc chuyen mon nghiep vu cac can bo giau kinh nghiem cua Tong Cdng ty tu dao tao hoac thue chuyen gia de huong dan cho nhan vien Ddng thdi hang nam, PVI cung cdn xay dung dao tao cho cac nhan vien tai nudc ngoai de dap ung yeu cau hoi nhap quoc te, dac biet la tai cac quoc gia cd thi trudng bao hiem phat trien manh nhu Anh Phap My, Malaysia Ngoai tai mdi don vi nen thudng xuyen to chuc nhung buoi trao doi kinh nghiem giua cac nhan vien Tong Cdng ty ve cac tinh hudng, hop dong, nghiep vu thuc te vdi muc tieu khong chi hoan thien cac kien thuc chuyen mon ma ca ky nang lam viec nham nang cao nang suat lao dong, tao phong each chuyen nghiep lao dong Tiep den la cac kha nang marketing, kha nang gidi thieu san pham va kha nang thuyet phuc khach hang Mot nhan vien chi cd ky nang va kien thirc chuyen mon nghiep vu gidi thi van chua du de hoan tot cdng viec cua minh, ho can cd nhung ky nang mem de thuyet phuc khach hang, tao cho khach hang su tin tudng vao san pham cung nhu vao kha nang tai chinh cua doanh nghiep Vi the, PVI can quan tam den viec dao tao, bdi duong them cho nhan vien cua minh nhung ky nang Mot dac diem khong kem phan quan lien quan den kha nang cua nhan vien, chinh la chat luong, thai phuc vu khach hang cua nhan vien va dich vu sau ban hang, dien hinh la cac nhan vien dam trach khau bdi thudng Mot Doanh nghiep Bao hiem can giu dupe uy tin cung nhu niem tin cua khach hang, dac biet vdi linh vuc Bao hiem phi nhan tho, thdi han hop ddng chi keo dai mot nam, vi the muon dupe tai tuc hop ddng vdi khach hang phai cd dupe su hai long cua ho, vi vay nhan vien PVI phai het sue chu y den thai phuc vu khach hang cua minh Cd nhu vay PVI mdi giu dupe mdi quan he tot dep vdi khach hang cu va md rong quan he vdi cac doi tac khach hang tiem nang khac 91 4- Xay dung, tuyen dung doi ngu dinh phi bao hiem chuyen nghiep Viec xay dung va tuyen dung doi ngu dinh phi bao hiem chuyen nghiep la rat can thiet tai PVI Dieu se giup cho PVI chu dong viec trien khai cung cap cac dich vu bao hiem nang lupng va cac dich vu bao hiem co gia tri lon, giam but su phu thuoc vao viec dinh phi cua thi truong quoc te Dong thoi, viec xay dung doi ngu dinh phi bao hiem chuyen nghiep se tang kha nang canh tranh cua PVI tren thi truong nudc va quoc te, dac biet la giai doan hoi nhap quoc te sau rong nhu hien 4- > r r Dau tu’, nang cap co’ so’ vat chat tai cac van phdng ban Viec xay dung, dau tu cai tao co so vat chat khang trang se tao su tin tuong cua khach hang vao PVI Tai cac van phdng khu vuc nen xay dung va bo tri theo mot phong each thdng nhat de tao cho khach hang an tuong rieng ve hinh anh PVI Ben canh tai cac Cong ty vien, Van phdng khu vuc nen dat them cac hinh anh quang cao ve cong ty nhu hinh anh ve cac cong trinh dupc PVI bao hiem, hay hinh anh cua nhung gia dinh gap rui ro dupc PVI thu xep bdi thudng va cd cac nhan vien den dong vien tham hoi 3.3.2 Md’ rong he thdng kenh phan phdi san pham Hien nay, PVI chi cd vien kenh phan phdi gian tiep la dai ly va mdi gidi bao hiem nhung tinh hinh canh tranh hien tai viec md rong cac hinh thuc kenh phan phdi khac rat can thiet Dac biet, xu the hoi nhap kinh te, cac doanh nghiep, cac nganh thudng lien ket vdi cung phat trien, vi the xu hudng phat trien, md rong kenh phan phdi ma PVI nen hudng tdi la ket hpp vdi: ngan hang, buu dien, internet, cong so de ban dupc san pham cua minh 4- Thanh lap moi cac van phdng khu vuc, chi nhanh, cong ty vien Hien tai, mang ludi kenh phan phdi cua PVI tren toan quoc mong Vi vay PVI can phai lap them mdi cac van phdng khu vuc tai cac dia ban giau tiem nang nhu Ha Noi, Thanh Ho Chi Minh, Hai Phdng, Thanh Hoa, Ca Mau Ben canh do, Tap doan Dau Quoc gia Viet Nam dang day manh viec dau tu, tham khai thac nudc ngoai, vi vay PVI cung phai nhanh chong nam bat thdi 92 ca, chu dong, ti'ch cue trien khai lap chi nhanh tai cac nude Tap doan dang hap tac kinh doanh nhu Lao, Nga, Malaysia, Algeri 4- Ban bao hiem qua ngan hang (Bancassurance) Trong cac hinh thuc ket hap do, hinh thuc phan phoi san pham Bao hiem qua ngan hang can duoc chu phat trien Viec to chuc cong kenh phan phoi “ban bao hiem qua ngan hang” (bancassurance) khong chi lam tang doanh thu cho cac Cong ty Bao hiem ma ca ngan hang va khach hang cung dat duac nhung muc tieu lai l'ch nhat dinh: Ve phia ngan hang-, viec cung cap dich vu Bao hiem se lam tang doanh thu, loi nhuan toi da hoa hieu qua hoat dong, tang nang suat lam viec cua nhan vien va hieu qua su dung cac chi nhanh cua ngan hang Dong thoi thong qua viec md rong pham vi kinh doanh gia tang them dich vu cung cap cho khach hang lam tang kha nang canh tranh cua ngan hang va thu hut them khach hang mai su dung dich vu ngan hang Them vao do, viec tham gia hoat dong Bancassurance se giup ngan hang gan ket vai cdng ty bao hiem quang ba thuong hieu, tang cudng uy tin va vi the cua ngan hang tren thi trudng Ve phia doanh nghiep' viec cung cap dich vu Bao hiem qua ngan hang se dem lai mot so lai l'ch thiet thuc: giam chi phi phan phdi san pham; Md rong pham vi kinh doanh, tiep can duoc them nhieu khach hang rat tiem nang; Da dang hoa kenh phan phdi; Tang hieu qua kinh doanh; Giam thieu rui ro phat sinh tu viec giao dich bang tien mat, giai quyet tot van de thu phi; Tang cudng thuong hieu va uy tin cua PVI tren thi trudng thdng qua viec su dung uy tin va thuong thieu cua ngan hang, dong thdi cung cd niem tin cua khach hang Ve phia khach hang-, duoc su dung cac dich vu tai chinh “tron goi” va mua bao hiem de dang han vdi chi phi thap han, dong thdi cung tin tuong han chon cac hinh thuc bao hiem ngan hang gidi thieu Khach hang cd the quan ly rui ro tot han va hoach dinh tai san hieu qua han dong thdi tang thu hudng tien l'ch cua cac san pham; cd co hoi de lua chon nhieu san pham va dich vu tai chinh mot each thuan tien tir ngan hang nhu tra phi bao hiem cung nhu duoc nhan tien boi thudng 93 trudng hop co ton that, hop dong bao hiem duoc tai tuc tu dong va de dang Viec toan deu duoc thuc hien qua ngan hang nen thudng don gian va nhanh chong Cach thuc PVI nen su dung de hop tac: Vi cac loi ich ma ngan hang va doanh nghiep Bao hiem co duoc cung hop tac vdi nhau, PVI nen chu dong day manh hop tac vdi cac ngan hang theo md hinh thoa thuan phan phoi don thuan hoac md hinh lien minh chien luoc, nen chon mot so ngan hang co uy tin tren thi trudng, khdng nen hop tac qua dan trai se khdng mang lai hieu qua Cac khoan thu tu phi Bao hiem cua PVI rat ldn, ngoai viec cung cap cho cac hoat dong dau tu co the dau tu vao cac ngan hang, tao su gan bo ve tai chinh ca hai ben cung co loi Tu do, ngan hang se tao dieu kien gidi thieu khach hang cua minh vdi doanh nghiep Hinh thuc nay, PVI cung dang thuc hien nhung chua thuc su bien, chi la nhung hop dong nho le, chua phai la mot hinh thuc bien toan Tong cdng ty De tao duoc uy tin vdi cac ngan hang, PVI cung phai tang cudng quang ba hinh anh cua minh tdi cac ngan hang, de ho hieu biet nhieu hon ve tiem luc tai chinh, kha nang va uy tin cua PVI tren thi trudng Bao hiem Viet Nam Dong thdi ket hop vdi ngan hang, dao tao nhan vien ca hai ben co hieu biet co ban ve ngan hang cung nhu bao hiem, tao dieu kien thuan loi cho hoat dong kinh doanh 4- Ban bao hiem qua mang internet Kenh phan phoi mdi co tiem nang la phan phoi Bao hiem qua internet Ngay nay, cdng nghe thdng tin trd mot phan khdng the thieu ddi song thudng cua ngudi Vi the, viec tiep can va ban san pham Bao hiem qua internet, dac biet la cac san pham thdng la hoan toan co kha nang O cac nudc phat trien, doanh thu ban Bao hiem qua internet chiem mot ty le rat ldn De bat kip vdi su phat trien do, PVI nen di trudc viec gidi thieu san pham Bao hiem tren trang web cua PVI Vdi cac san pham Bao hiem nen co dua chi tiet cac dieu khoan, bieu phi, muc boi thudng va quy trinh ky ket hop dong tao dieu kien thuan loi de khach hang tim hieu, san sang mua san pham cua PVI Ddng 94 thdi co can bo tir van true tiep nhung thac mac ve san pham tdi cho khach hang Viec lam se ton kem chi phi ban dau nhung tuong lai gan se tao dieu kien tot, lam nen tang cho viec ban hang dien tu, tao niem tin tudng cua khach hang Trang web dien tu cua Tong Cong ty cung dong vai trd trung gian, tiep nhan cac phan hoi nhanh nhat tir khach hang ve viec khieu nai hay nhung vudng mdc viec lua chon cac dich vu san pham bao hiem Tir PVI co the nhanh chong nam bat dupc cac nhu cau cua khach hang cung nhu giai dap, xu ly cac thac mac khieu nai cua khach hang nhanh chong, kip thdi 4- Cac hinh thuc ban hang khac Ben canh viec trien khai md rong ban bao hiem qua mang Internet, PVI cung can quan tarn ket hop trien khai vdi cac hinh thuc khac nhu ban hang qua thu tin, quang cao d cac cua hieu, nha ga, tram xang, sieu thi va cira hang xe hoi r ~ f r r 3.3.3 Mot so gidiphap ho tro' phat trien he thdng phan phdi tai PVI - To chuc sap xep lai he thdng kenh phan phdi: Vdi viec lap mot Cong ty vien va van phdng khu vuc, PVI da thuc hien tuong doi hoan thien bang viec dua nhung ban ke hoach ve doanh thu, chi phi dia diem va nhan luc phu hop vdi tinh hinh thuc te Do la mot quy trinh tuong doi chat che va hop ly Tuy nhien, quy trinh giai the hoac sap nhap cac Cong ty vien hay cac Van phdng khu vuc lai chua dupe ban hanh, dieu gay anh hudng tdi chi phi va uy tin cua PVI mot Cong ty hay Van phdng khu vuc hoat dong khong hieu qua - Thudng xuyen tien hanh hoat dong nghien cuu thi trudng nham du doan, du bao nhung nhu cau thi trudng can Phan doan thi trudng, xac dinh nhung nhom khach muc tieu tung thdi ky - Day manh cong tac nghien cuu san pham mdi, dua vao trien khai cac loai hinh bao hiem cd nhu cau va tiem nang ldn nhu bao hiem tin dung va rui ro tai chinh va cac san pham bao hiem tron goi Thiet ke nhung san pham bao hiem vdi nhieu pham vi va muc phi phu hpp de dap ung yeu cau cua khach hang 95 Xay dung ke hoach va lap dur toan chi tiet cu the cho viec quang ba hinh anh, thuong hieu cua PVI; Tuyen truyen kip thoi cac san pham bao hiem moi, dung thdi diem nhu: Bao hiem du lich nhung thang he, Bao hiem hoc sinh, sinh vien vao thdi diem khai giang nam hoc mdi ; tai tro cho cac cuoc thi, cac giai the thao nudc nhu giai bong da quoc gia, giai bong da thieu nien nhi ddng; tich cue ung ho ddng bao bi lu lut thien tai, nhtrng gia dinh gap kho khan, ho tro cac chau bi benh tim bam sinh de thuc hien tot vai trd xa hoi cua mot doanh nghiep bao hiem va ddng thdi lam cho ten goi cua PVI trd nen quen thuoc va gan gui hon doi vdi ngudi dan Ben canh do, tiep tuc tang cudng tao dung hinh anh cua PVI gan lien vdi PVN tren thi trudng quoc te, lam tien de de PVI md rong thi phan, vuon thi trudng quoc te nhung nam sap tdi Tiep tuc day manh viec dau tu vao cdng nghe thdng tin de ap dung khai thac, quan ly nham tang nang suat lao dong, giam thieu dupe rui ro true lpi bao hiem nhanh chong dua dupe sd lieu chinh xac, kip thdi de phuc vu cho viec quyet dinh cua Ban Lanh dao Ddng thdi xay dung bo co sd du lieu theo chuan quoc te lam tien de de phuc vu cho cdng tac dinh phi sau Nang cao chat luong hoat dong cdng tac giam dinh bdi thudng vi day la khau khdng nhung the hien chat lupng san pham cua Tong Cdng ty ma cdn ddng vai trd chinh viec phat hien gian lan Cu the: to chuc tot cdng tac true giam dinh 24/24 gid, dam bao khach hang bao tai nan phai cd nhan vien cua PVI co mat va co the cung vdi ben giam dinh doc lap de tien hanh giam dinh, ddng thdi can tranh thu tdi da su giup cua co quan dieu tra chuyen mon Ben canh do, PVI cung can tang cudng dau tu co sd vat chat, trang bi ky thuat phuc vu cho cdng tac giam dinh bdi thudng, xay dung them cac xudng sua chua va ddng thdi ky hop ddng hop tac vdi cac cdng ty sua chua cd chat lupng cao Khi phat hien nhung bieu hien cua hanh vi gian lan, giam dinh vien phai cd phuong an xu ly, sau can bien 96 den toan Tong cong ty de cung rut kinh nghiem va Tong Cong ty cung can co nhung hinh thuc khen thuong, dong vien kip thoi nhung can bo phat hien cac vu truc loi bao hiem 3.4 Mot so kien nghi 3.4.1 Kien nghi vol doanh nghiep Ban Quan ly kinh doanh Bao hiem va Dao tao phai xay dung tieu chuan chat luong ban le cua PVI Dong bo hoa cac san pham ban le ve cac an pham, bien hieu, noi dung cam ket vdi khach hang, quy trinh Bao hiem va giai quyet khieu nai boi thuong theo cac tieu chuan cua PVI Ban Quan ly kinh doanh Bao hiem va Dao tao cai tien quy trinh ban le phu hop vdi thuc tien kinh doanh theo nguyen tac don gian, de ap dung va de quan ly Ban Quan ly kinh doanh Bao hiem va dao tao ket hop vdi Ban to chuc nhan su khan truong len ke hoach dao tao can bo quan ly cho Phong kinh doanh ban le cua cac don vi vien 4- Ban ke hoach va phat trien kinh doanh lap quy hoach phan vung dai ly cho cac don vi vien Ban Tai chinh ke toan va Phdng Ke toan tai cac don vi tang cuong kiem tra, giam sat viec cap don, thu phi va quan ly viec cap phat an chi, giay chung nhan bao hiem Ban tin hoc thong tin tiep tuc hoan thien phan mem phuc vu viec Bao hiem va quan ly ban le theo dung tinh than phat trien cua PVI, dong thoi cung cap, thiet lap dau moi thong tin cho cac dai ly cua PVI Tat ca cac dai ly phai co chung chi hanh nghe dai ly Cac don vi vien phai len danh sach cac dai ly bao cao Tong cong ty de theo doi Cac Cong ty vien cua PVI khong duoc gianh giat cac dai ly cua va canh tranh bang giam phi Bao hiem Cac don vi co the chuyen dai ly cho phu hop vdi dia ban kinh doanh, thuan tien cho viec quan ly va khai thac, nhien phai co su dong y phe chuan cua giam doc don vi 97 3.4.2 Kien nghi vd'i nha nuffc: 4- Trong dieu kien hien nay, viec hop tac vdi cac nha moi gidi se dem lai nhieu loi ich, chinh vi the, Nha nudc nen tao dieu kien thuc day quan he hop tac cua tat ca cac doanh nghiep Bao hiem noi chung va PVI noi rieng vdi cac nha moi gidi Bao hiem nudc ngoai, tao co che thong thoang, don gian viec hop tac Sau gia nhap to chuc WTO, Viet Nam cho phep cac doanh nghiep nudc ngoai nam to chuc WTO duoc cung cap dich vu qua bien gidi, tham gia vao thi trudng bao hiem Viet Nam do tinh hinh canh tranh ve thi phan bao hiem nudc cang trd nen gay gat Cac doanh nghiep nudc co the tu lua chon cac doanh nghiep nudc hay nudc ngoai de mua bao hiem Vi vay, Nha nudc can co nhung chinh sach ve thue phu hop de tao su binh dang giua doanh nghiep bao hiem nudc va cac doanh nghiep bao hiem nudc ngoai 4- Hien kenh phan phoi Bancasurance dang bat dau duoc chu va phat trien d Viet Nam, nhung Nha nudc chua ban hanh quy dinh cu the ve hoat dong cua kenh phan phoi khien cho mot so doanh nghiep bao hiem trien khai thuc hien gap nhieu vudng mac 98 KET LUAN Doi vdi mot doanh nghiep bao hiem, de thuc day qua trinh tieu thu san pham, tang cudng kha nang canh tranh, md rong thi trudng thi ngoai viec thiet ke san pham phu hop, dap ung duoc yeu cau cua ngudi tieu dung, doanh nghiep bao hiem cdn phai xay dung, to chuc cho minh mot he thdng phan phdi san pham hop ly va hieu qua Vdi muc tieu chien luge trd mot dinh che Tai chinh - Bao hiem ldn manh, vuem len dung dau thi trudng bao hiem phi nhan tho tai Viet Nam va xay dung hinh anh thuong hieu tren thi trudng quoc te, Tong Cong ty Cd phan Bao hiem Dau Viet Nam da rat chu xay dung cho minh mot he thdng kenh phan phdi san pham da dang, hieu qua Tuy nhien, qua trinh hoat dong, he thdng kenh phan phdi hien tai van boc lo mot so ton tai can khac phuc Vi vay thdng qua luan van nay, ben canh viec he thdng hoa nhung van de ly luan ve he thdng kenh phan phdi san pham bao hiem phi nhan tho, tac gia da nghien cuu phan tich thuc trang hoat dong cua kenh phan phan phdi hien tai de tu dua duoc nhung giai phap tdi uu cho doanh nghiep, khac phuc duoc nhung diem yeu cdn ton tai Vdi ket qua nghien cuu da dat duoc, luan van mong muon dong gop mot phan nho be vao viec phat trien he thdng kenh phan phdi san pham tai Tong Cong ty Cd phan Bao hiem Dau Viet Nam noi rieng va tai cac doanh nghiep bao hiem phi nhan tho noi chung de tu cd the nang cao tinh canh tranh cua cac doanh nghiep bao hiem Viet Nam hoi nhap quoc te 99 DANH MUC • TAI LIEU • THAM KHAO TS Nguyen Van Dinh (2004), Giao trinh Quan tri kinh doanh bao hiem, NXB Thdng ke TS Nguyen Van Dinh (2005), Giao trinh Bao hiem, NXB Thong ke Philip Kotler, Marketing cdn ban (Maketing Essentials), NXB Lao dong Xa hoi Ths Do Tat Cudng (2007), "Quan he hop tac giua Ngan hang va bao hiem d Viet Nam thuc trang va giai phap"- Vien kinh te chinh tri hoc, Tap chi Thdng tin va Du bao kinh te Xa hoi, so 13+14 PGS TS Tran Huy Hoang (2008), " Van dung md hinh Bancassurance vao thi trudng bao hiem tai Viet nam", Thdng tin phap luat Dan su, http://thongtinphapluatdansu.wordpress.eom/2008/l 1/2021 Bao cao thudng nien nam 2006, 2007, 2008, 2009 cua Bo Tai Chinh Sreedevi Lakshmikutty and Sridharan Baskar, Insurance Distribution in India - A Perspective Http://www.pvi.com.vn Http://www.baoviet.com.vn 10 Http://www.baominh.com.vn 11 Http://www.pjico.com.vn