Hoàn thiện chiến lược marketing tại công ty cổ phần bảo hiểm quân đội(mic)

Ill I TRLfdNG DAI HOC KINH rf QU6c DAN - DAM THANH THUYEN DAI HOC KTQD TT THONG TIN THlfVIEN PHONG LUAN AN • TU LIEU hoAn thien chien luuc marketing tai CONG TY ctf PHAN BAO HIEM QUAN flOl (MIC) ■ ■ ■ CHUYfiN NGANH: KINH Tf> BAO HlfiM LUAN VAN THAC SY KINH TE • • Ngiidi htfong dan khoa hoc: TS NGUY11N THIHAIDLTCFNG THS J-f c2.c£jo HA NOI, NAM 2010 31 ft LO’I CAM DOAN Vai dank du va track nhiem cd nhan, em xin dam bao viec koan thank luan van tdt nghiep co tham kkao nhieu tai lieu khac nkung duac soan thao va koan thank mot each doc lap, sang tao, khong chep tic bat ky luan van tot nghiep nao Ha noi, thdng 11 natn 2010 NGUO’I THlTC HIEN DAM THANH THUYEN MUC LUC • • LOI CAM DOAN DANH MUC TIT VIET TAT DANH MUC BANG BIEU, SO DO TOM TAT LUAN VAN PHAN MO DAU CHUONG 1: LY LUAN CHUNG VE MARKETING & CHIEN LUOC MARKETING TRONG KINH DOANH BAO HIEM 1.1 Maketing kinh doanh bao hiem 1.1.1 Sa luge ve Marketing 1.1.2 Su can thiet cua hoat dong Marketing kinh doanh bao hiem 1.1.3 Dae trung Marketing kinh doanh bao hiem .9 1.1.4 Cac nhan to chu yeu anh huong den hoat dong Marketing kinh doanh bao hiem 12 1.2 Chien luoc Marketing kinh doanh bao hiem .26 1.2.1 Chien luge Marketing 26 1.2.2 Phan tich chien luge Marketing kinh doanh bao hiem 28 1.2.3 Phan doan thi truong va chien luge phan doan thi truong bao hiem .48 CHUONG 2: DANH GIA THUC TRANG CHIEN LUOC MARKETING TAI CONG TY CO PHAN BAO HIEM QUAN DOI (MIC) 53 2.1 So1 luoc ve Cong ty co phan Bao hiem Quan doi 53 2.1.1 Qua trinh hinh va phat trien 53 2.1.2 To chuc bo may 54 2.1.3 Ket qua kinh doanh cua Cong ty Co phan bao hiem Quan doi nam 2008 va nam 2009 56 2.2 Thue trang chien luoc Marketing tai Cong ty cd phan Bao hiem Quan doi 59 2.2.1 Chien luge kinh doanh tai Cong ty co phan Bao hiem Quan doi 59 2.2.2 Chien luge Marketing tai Cong ty co phan Bao hiem Quan dpi .62 2.2.3 Tinh hinh thuc hien chien luge Marketing cua Cong ty co phan bao hiem Quan doi 79 CHITONG 3: GIAI PHAP HOAN THIEN CHIEN LUOC MARKETTING TAI CONG TY CO PHAN BAO HIEM QUAN DOI (MIC) 90 3.1 Co1 hoi va thach thuc cua Cong ty cd phan Bao hiem Quan doi giai doan hien 90 3.1.1 Danh gia diem manh, diem yeu, co hoi, thach thuc cua Bao hiem Quan doi 90 3.1.2 Tong hop diem manh, diem yeu, co hoi, thach thuc cua bao hiem Quan doi xac dinh chien luge kinh doanh 95 3.2 Giai phap hoan thien chien luoc Marketing tai Cong ty cd phan bao hiem Quan doi 97 3.2.1 Hoan thien chien luge san pham bao hiem 97 3.2.2 Hoan thien chien luge phi bao hiem va cac chi phi lien quan 100 3.2.3 Hoan thien chien luge phat trien thi truong, da dang hoa cac kenh phan phoi ban hang 101 3.2.4 Hoan thien chien luge nang cao chat lugng dich vu, phat trien hieu qua khau xue tien ban hang 104 3.3 Dieu kien thuc hien chien luroc Marketing tai Cong ty cd phan Bao hiem Quan doi 106 3.3.1 Tuyen dung, dao tao va su dung tot doi ngu can bo 106 3.3.2 Triet de tan dung su tien bo cua cong nghe thong tin quan ly 108 3.3.3 Phoi hgp chat che giua cac bo phan churc nang co lien quan noi bo Cong ty 110 3.3.4 Xay dung thuong hieu 110 3.3.6 Nang cao nang luc tai chinh 111 KET LU AN 112 DANH MUC TAI LIEU THAM KHAO 114 DANH MUC • TIT VIET TAT DNBH Doanh nghiep bao hiem MIC Cong ty co phan bao hiem Quan doi DANH MUC SO DO, BANG BIEU Bang so 2.1: Ket qua hoat dong kinh doanh cua MIC 2008 - 2009 56 Bang so 2.2: Doanh thu, boi thurong theo nghiep vu cua MIC nam 2008 - 2009 57 Bang so 2.3: Doanh nghiep BH lap tir nam 2006 - 2008 58 Bang so 2.4: Mot so chi tieu kinh te vT mo giai doan 2006-2009 .64 Bang so 2.5: Ty khai thac cac nghiep vu bao hiem phi nhan tho sovoi tiem nang thi truong nam 2009 68 Bang so 2.6: So lupng cac DNBH tai Viet Nam tai thoi diem 31/12/2009 69 Bang so 2.7: Doanh thu va thi phan phi bao hiem cua cac DNBH phi nhan tho Viet Nam nam 2008 - 2009 70 giai doan 2008 -2009 75 Bang so 2.9: Tong hop lire luong lao dong cua Cong ty co phan Bao hiem Quan doi giai doan 2008-2009 76 Bang so 2.10: Doanh thu, thi phan cac nhom san pham chinh cua MIC 2008-2009 82 So1 1.1: Chu ky song cua san pham bao hiem 35 So’ 2.1: Bo may to chuc Cong ty co phan Bao hiem Quan doi 55 X r r X So1 2.2: Ket hop 4Ps chien luoc Marketing cua Cong ty Co phan Bao hiem Quan doi 77 So1 3.1: Mo hinh ma tran SWOT 95 if JI' TRLfCJNG DAI HOC KINH Tfi QU6c DAN «