Thực trạng phân phối sản phẩm bảo hiểm tại tổng công ty bảo hiểm bidv (bic)

i TRUONG DAI HQC KINH TE QUOC DAN DAI HQC KTQD TT THONG TIN THU' V1EN PHONGLUANAN-TVLIEU NGUYEN MINH TRANG • _ _ /v x •? x *? X THVC TRANG PHAN PHOI SAN PHAM BAO HIEM TAI TONG CONG TY BAO HlEM BIDV (BIC) Chuyen nganh: KINH TE BAO HIEM A LUAN VAN THAC SY KINH TE • • Nguvi hiring dan khoa h?c: TS NGUYEN THI CHINH 77/S 7SS5' Ha Noi - 2012 MUC • LUC • DANH MUC BANG, BIEU DO, SO DO, HINH VE DANH MUC CAC TU VIET TAT TOM TAT LUAN VAN THAC SY PHAN MO DAU CHlTONG 1: SAN PHAM BAO HIEM VA PHAN PHOI SAN PHAM BAO HIEM Hoat dong kinh doanh bao hiem 1.1 1.1.1 Khdi niem ve kinh doanh bao hiem 1.1.2 Dae diem cua kinh doanh bao hiem San pham va phan phoi san pham bao hiem 1.2 San pham bao hiem *8 1.2.1 1.2.1.1 Khdi niem san pham bao hiem 1.2.1.2 Dae diem cua san pluim bao hiem 1.2.1.3 Quy trinh thief ke san pham bao hiem 13 Phan phoi san pham bao hiem 17 1.2.2 1.2.2.1 Khdi niem phan phoi san pham bdo hiem 17 1.2.2.2 Vai tro cua phan phoi san pham kinh doanh bao hiem 18 1.2.2.3 Cdc kenh phan phoi san pham bao hiem 20 1.3 Kinh nghiem phan phoi san pham bao hiem cua mot so khu vuc tren the gidi 30 1.3.1 Khu vuc Chau A - Thai Binh Dtarng 30 1.3.2 Khu vice Au-My 34 1.3.3 Bai hoc rut cho Viet Nam 36 CH IJONG 2: THUC TRANG PHAN PHOI SAN PHAM BAO HIEM TAI TONG CONG TY BAO HIEM BIDV 38 2.1 Gidi thieu chung ve Tong Cong ty Bao Hiem BIDV 38 2.1.1 Qua trinh hinh va phdt trien 38 2.1.2 Cff cau to chirc : 40 2.1.3 Ket qua boat dong kinh doanh cua Tong Cong ty Bao hiem BIDV nhirng ndm gan day 44 Thue trang phan phoi san pham bao hiem cua Tong Cong ty Bao 2.2 hiem BIDV 48 2.2.1 San pham bao hiem cua Tong Cong ty Bao hiem BIDV 48 2.2.2 Cdc kenh phiin phoisan pham bao hiem tai Tong Cong ty Bao hiem BIDV .50 2.2.2.1 Phiin phoi true tiep 50 2.2.2.2 Thong qua he thong dqi ly 53 2.2.2.3 Thong qua kenh Mdi gioi 57 2.2.2.4 Thong qua kenh Bancassurance 60 2.2.2.5 Thong qua kenh true tuyen 64 r •> • Danh gia thuc trang phan phoi san pham bao hiem cua Tong Cong 2.3 ty Bao hiem BIDV .67 2.3.1 Ket qua dat dirffc 67 2.3.2 Han che vd nguyen nhan 70 CHlTONG 3: GIAI PHAP VA KIEN NGHI NHAM HOAN THIEN QUA TRINH PHAN PHOI SAN PHAM BAO HIEM TAI TONG CONG TY BAO HIEM BIDV TRONG THCH GIAN TOI 75 Thuan loi va klid khan qua trinh phan phoi san pham bao 3.1 hiem cua Tong Cong ty Bao hiem BIDV 75 3.1.1 Th uqn liri 75 3.1.2 Kho khan 76 Phuong huong cua Tong Cong ty Bao hiem BIDVve viec phan 3.2 phoi san pham bao hiem thcri gian toi 78 Giai phap nham hoan thien qua trinh phan phoi san pham bao 3.3 hiem tai Tong Cong ty Bao hiem BIDV 80 3.3.1 Nhom cdc giaiphap dp dung chung 80 3.3.2 Nhom cdc giaiphap dp dung rieng cho tirng kenh phan phoi 84 3.3.2.1 Kenh pluin phoi true tiep 84 33.2.2 Kenh daily 84 3.3.2.3 Kenh phiin phoi qua moi giiri 86 3.3.2.4 Kenh Bancassurance .87 3.3.2.5 Kenh E-Bussiness 89 3.4 Kien nghi 90 3.4.1 Vai Nita nwffc 90 3.4.2 Vai Hiep hoi Bao hiem Viet Nam 92 3.4.3 Vai Ngan hang BIDV 93 KET LU AN 95 DANH MUC TAI LIEU THAM KHAO 97 DANH MUC BANG, BIEU DO, SO DO, HINH VE BANG Bang 2.1: Doanh thu phi bao hiem theo nghiep vu bao hiem cua BIC (20072011) 47 Bang 2.2: So luong dai ly ca nhan va dai ly to chuc cua BIC (2007-2011) 54 Bang 2.3: Doanh thu phi bao hiem qua kenh moi gioi Viet Nam va moi gidi nude ngoai cua BIC (2007 - 2011) 59 BIEU Bieu 2.1: Tong doanh thu cua BIC (2007 - 2011) 45 Bieu 2.2: So luqng Cong ty vien & phdng kinh doanh cua BIC (2007- 2011) 51 Bieu 2.3: Doanh thu phi bao hiem cua kenh phan phoi true tiep va ty trong tong doanh thu phi bao hiem cua BIC (2007 -2011) 52 Bieu 2.4: Doanh thu phi bao hiem qua kenh dai ly (2007 - 2011) 55 Bieu 2.5: Doanh thu binh quan nam cua dai ly ca nhan va dai ly to chuc cua BIC (2007 - 2011) 56 Bieu 2.6: Doanh thu phi bao hiem qua kenh moi gioi va ty trong tong doanh thu phi bao hiem (2007 - 2011) 58 Bieu 2.7: Doanh thu phi bao hiem va so luqt khach hang dune phuc vu qua kenh Bancassursnce (2007 - 2011) 61 Bieu 2.8: Ty doanh thu phi bao hiem cua cac kenh phan phoi (2010 2011) 66 SO DO So 2.1: Co cau to chuc cua Tong Cong ty Bao hiem BIDV .41 HINH Hinh 2.1: Mang ludi cac Cong ty vien/Phong kinh doanh cua BIC 43 DANH MUC CAC TU' VIET TAT BIDV Ngan hang TMCP Dau tu va Phat trien Viet Nam BIC Bancassurance Tong Cong ty Bao hiem BIDV / •> Kenh phan phoi bao hiem qua Ngan hang E-Bussiness Kenh phan phoi bao hiem true tuyen KDBH Kinh doanh bao hiem DNBH Doanh nghiep bao hiem TRUONG DAI HOC KINH TE QUOC DAN - «bo£Qj«’ TAI TONG CONG TY BAO HIEM BIDV (BIC) Chuyen nganh: KINH TE BAO HIEM tOm tat luan van • Ha Noi - 2012 THAC SY • i PHAN MO DAU Tinh cap thiet cua de tai Doi vdi bat ky nganh kinh doanh nao, phan phoi san pham luon la mot khau rat quan No co anh hudng quyet dinh tdi muc bien cua san pham, kha nang tiep can ngudi tieu dung cung nhu tarn anh hudng cua doanh nghiep tren thi truong san pham Doanh nghiep bao hiem cung khong nam ngoai quy luat Tuy nhien, vdi dac trung san pham bao hiem la san pham dich vu, he thong phan phoi san pham bao hiem dong vai tro quan hon rat nhieu San pham bao hiem la mot san pham dac biet, vi kinh doanh bao hiem la kinh doanh rui ro Khi mua san pham bao hiem, khong muon minh ‘dirge’ tieu dung san pham do, bdi vi tieu dung san pham dong nghia voi viec gap cac rui ro cuoc song Chinh vi vay, kenh phan phoi san pham bao hiem dong vai tro quan giup ngirbi tieu dung hieu va mua san pham Tai Tong Cong ty bao hiem BIDV, van de xay dung va phat trien kenh phan phoi san pham luon dupe coi va quan tarn, nhien qua trinh thuc hien, viec xay dung mot he thong phan phoi van luon vap phai nhung kho khan BIC da lam rat tot cac budc xay dung co ban ban dau voi viec xay dung mot he thong phan phoi kha da dang voi kenh phan phoi co nhung kenh phan phoi moi dan dau thi truong, song viec dau tu phat trien sau ap dung cu the vdi tirng kenh phan phoi thi chua thuc su tot Doi vdi cac kenh phan phoi truyen thong, su canh tranh giua cac cong ty bao hiem tren thi truong cang gay gat, va doi khach hang khong thich nhung each tiep can true tiep nhu trudc day Doi vdi cac kenh phan phoi moi, chinh cac kenh chua cd du sir bien cung nhu chua cd su tin tudng cua ngudi tieu dung Ben canh do, cac dieu kien kinh te - xa hoi dang cang thay doi, ngudi tieu dung cang hieu biet va kho tinh thi ho luon doi hoi nhung each tiep can thuan tien nhat, giup thoa man nhu cau ve bao hiem cua ho nhanh chong va chinh xac nhat Vi vay, vdi nhung hieu biet cua ca nhan tdi thdi gian hoc tap va nghien cuu vua qua, tdi da chon de tai “Thye trang phan phoi san pham bao hiem tai Tong Cong ty bao hiem BIDV (BIC)” de lam luan van thac sy Hy vong, nhung nghien cuu tai lieu se gop mot phan nho, trudc het la ii cho cong tac nghien cun khoa hoc noi chung, sau la dong gop d£ giai quy£t mot so van de vuung mac doi vui kenh phan phoi cua BIC qua trinh xay dung va phat trien kenh phan phoi thuc te Muc tieu nghien ciru de tai Lam ro co so ly luan ve san pham bao hiem va he thong phan phoi san pham bao hiem Phan tich thuc trang phan phoi san pham bao hiem tai Tong Cong ty bao hiem BIDV, neu duuc nhung mat da lam tot, cung nhu nhirng han che, ton tai cua cac kenh phan phoi dang thuc hien De xuat cac nhom giai phap (giai phap ap dung chung va giai phap ap dung cho tirng kenh phan phoi) nham hoan thien he thong phan phoi san pham bao hiem tai Tong Cong ty Bao hiem BIDV Doi tuong va pham vi nghien cuu > Doi tuung nghien cuu Doi tuong nghien cuu cua de tai la nghien cuu ve san pham bao hiem va cac kenh phan phoi san pham bao hiem tai BIC > Pham vi nghien cuu De tai tap trung nghien cuu he thong kenh phan phoi san pham bao hiem tai BIC tir nam 2007 - 2011, tur de xuat cac giai phap de hoan thien cac kenh phan phoi san pham bao hiem tai BIC Trong pham vi de tai nay, tac gia nghien cuu ca kenh phan phoi true tiep va kenh phan phoi gian tiep san pham bao hiem den khach hang Phuong phap nghien ciru Vui de tai neu tren, tac gia da chu su dung phuung phap nghien cuu chinh nhu phan tich - tong hup, phuung phap thong ke, phuung phap so sanh, lap bang Ve nguon so lieu: Luan van sir dung nguon so lieu thu cap, duoc thu thap tir cac giao trinh, sach, luan van thac si ve linh vuc bao hiem, marketing; cac bao cao tai chinh, bao cao thuung nien, tai lieu, du lieu ve Tong Cong ty Bao hiem BIDV; cac ban dieu tra, bao cao cua cac to chirc thong ke ve tai chinh, bao hiem tai Viet Nam cung nhu tren the giui; cac trang web iii Y nghia khoa hoc va thuc tien cua luan van khach quan cua viec hoan thien he thong phan phoi san pham tai Tong Cong ty Bao hiem BIDV va dua cac bien phap cung nhu kien nghi nham hoan thien he thong phan phoi san pham bao hiem da va dang ap dung tai Tong Cong ty Bao hiem BIDV Luan van gop phan lam phong phu them nhung van de ly luan ve he thong phan phoi va cac kenh phan phoi san pham bao hiem dang ap dung hien tren thi truong Luan van la tai lieu tham khao cho sinh vien cac truong dai hoc nghien cuu ve van de kenh phan phoi san pham bao hiem phi nhan tho, dong thoi la tai lieu tham khao cho can bo quan ly va can bo kinh doanh hoat dong cac kenh phan phoi san pham bao hiem tai Tong Cong ty Bao hiem BIDV va cac don vi lien ket phan phoi nhu dai ly bao hiem, cdng ty moi gidi, ngan hang lien ket Bo cue • luan • van Ngoai phan md dau, ket luan, muc luc, danh muc bang bieu, so do, hinh ve, danh muc cac tir viet tat va danh muc tai lieu tham khao, luan van duoc bo cue ba chuong nhu sau: > Chuang I: San pham bao hiem va phan phoi san pham bao hiem > Chuang II: Thue trang phan phoi san pham bao hiem tai Tong Cong ty Bao hiem BIDV > Chuang III: Gidi phap va kien nghi nham hoan thien qua trinh phan phoi san pham bao hiem tai Tong Cong ty Bao hiem BIDV thai gian tai 84 cac san pham dich vu cua ngan hang de tich hop cac san pham bao hiem, 3.3.2 Nhom cac gidi phap dp dung rieng cho tung kenh phan phdi 3.3.2.1 r r Kenh phan phdi true tiep Ta co the thay, sau xay dung mot he thong phan phoi kha hoan chinh (tir nam 2010), ty doanh thu qua kenh true tiep co phan suy giam Dieu la hop ly vdi thuc te thi truong va xu hudng tieu dung noi chung Tuy nhien, dieu khong cd nghia la chung ta cd the lo la phat trien kenh bdi vi day la kenh phan phdi the hien rd kha nang cung nhu tinh chuyen nghiep cua chinh can bo doanh nghiep bao hiem Khi kenh phan phdi phat trien, cd nghia la doanh nghiep cd mot doi ngu can bo kinh doanh tot Ma cd mot nguon nhan luc tot nghia la doanh nghiep co tiem nang phat trien rat ldn tuong lai Mot sd giai phap cu the de phat trien kenh true tiep nhu sau: Md rong he thong phan phdi true tiep thong qua viec tiep tuc md rong cac cdng ty vien/phong kinh doanh tren toan quoc Doi vdi cac cdng ty/phong kinh doanh dang hoat dong, cd cac bien phap de md rong ca ve quy md va chat luong can bo nhan vien Tang cudng cdng tac tuyen dung va dao tao doi ngu nhan vien Cung nhu cac chinh sach ve nhan su chung cua toan cdng ty, doi ngu nhan vien kinh doanh he thong phan phdi san pham true tiep luon can duoc dao tao va trau doi kien thuc, kinh nghiem Ben canh do, BIC can tiep tuc phat huy hon nua cac co che khen thudng, dong vien kip thdi, cac che dai ngo dac biet doi vdi cac can bo kinh doanh xuat sac Co nhu vay thi mdi gitr chan duoc can bo tot, xay dung dupe he thong phan phdi tot 3.3.2.2 Kenh dai ly > Ve md hinh va each thuc quan ly BIC can ban hanhmo hinh va quy dinh quan ly chung cho toan he thong, tir thong nhat dupe each thuc va quy trinh quan ly hoat dong dai ly Hien tai, md hinh da dupe xay dung song quy trinh quan ly chua chat che va mang tinh chat tu phat, theo tung dai phuong Cd nhung dia phuong quan ly theo thdi quen, 85 quy trinh quan ly nhieu su hd va bat cap, tao dieu kien cho dai ly va khach hang cau ket true loi bao hiem Can xay dung mot doi ngu quan ly dai ly tuumg duong vdi quy mo cua he thdng dai ly Hien nay, doi ngu quan ly dai ly cua BIC qua mong Tai nhieu Cdng ty vien, khong cd nhan vien chuyen trach cho nhiem vu ma chu yeu la cac can bo lam kiem nhiem Neu cdng ty bao hiem lu la khau quan ly nay, chinh cdng ty bao hiem se phai chiu trach nhiem cho nhung sai sot khong dang cd cua dai ly, ddi khi, muc trach nhiem rat cao Cd mot y tudng mdi dang dugc xay dung va se ap dung thdi gian tdi la su dung he thdng dai ly bao hiem cua cac cdng ty bao hiem nhan tho de ban cheo cac san pham bao hiem phi nhan tho Day la mot sang kien mdi va dugc danh gia la kha quan bdi vi nhung dai ly bao hiem nhan thg la nhung dai ly tiep can sau sac vdi khach hang, nam dugc nhu cau va kha nang tai chinh cua khach hang Nhung dai ly bao hiem cd the se cd them thu nhap neu ho ban cheo them cac phi nhan thg va nhan thg phai ngoi lai vdi nhau, vach mot lo trinh va ke hoach phdi hgp ro rang thi mdi cd hieu qua dugc > Tuyen dung va dao tao dai ly Tiep tuc day manh tuyen dung va xay dung he thdng dai ly, tang len ca ve sd lugng va chat lugng Tuy nhien, de tranh viec qua tap trung viec md rong ve sd lugng he thdng dai ly, ma chat lugng dai ly khong cao, hoac tuyen dung dugc nhung dai ly khong cd tarn huyet va quyet tarn vdi cdng viec, BIC can cd nhung budc chgn lgc nhat dinh trudc tuyen dung va dao tao, tranh su lang phi cac yeu to vat chat va phi vat chat qua trinh tuyen dung Trong qua trinh tuyen dung dai ly, can chu ca dao tao co ban (dao tao lan dau) va dao tao nang cao Lien tuc xay dung va ddi mdi cac chuong trinh dao tao danh cho dai ly Tranh viec chi day cac kien thuc han lam, ly thuyet, xa rdi thuc te Cac khoa dao tao can thuc hien khong chi hudng tdi muc tieu cung cap va bo sung nhung kien thuc ve chuyen nganh, ma can phai cung cap cac ky nang, chia 86 se kinh nghiem giua cac dai ly vdi Tuy nhien, muon tang cudng chat luong he thong dai ly, rat can thiet trang bi ky nang chuyen mon cung nhu ky nang huan luyen dai ly, quan ly dai ly cho doi ngu can bo quan ly dai ly tai BIC Ben canh do, cung can lap nhom phat trien chuong trinh va giang day danh cho cac can bo quan ly dai ly de xay dung cac chuong trinh dao tao va ho trq cac cdng ty vien dao tao dai ly Nam 2012, BIC dat ke hoach thuc hien 20 khoa dao tao dai ly mdi tai nhieu tinh d cac tinh tren toan quoc, nham md rong he thong phan phdi cho BIC 3.3.2.3 Kenh phan phdi qua mdi gidi Phan phdi qua kenh mdi gidi, neu xet dai han, thi la kenh se la mot nhung kenh phat trien ben vung va on dinh vi tinh chuyen nghiep cua no Tuy nhien thdi diem hien tai, thi trudng bao hiem phan phdi qua kenh mdi gidi canh tranh qua gay gat, khong chi giua cac cdng ty bao hiem ma giua cac cdng ty mdi gidi vdi Chinh vi vay, de phat trien kenh nay, BIC can co nhung co che dac biet, nam ngoai cac co che chung cua toan Tong cdng ty thi mdi co the tang thi phan cua BIC kenh phan phdi Cac giai phap cu the nhu sau: BIC can cd co che quan ly nghiep vu noi long hon ddi vdi cac dich vu thu xep qua kenh mdi gidi Mot dac thu cua kenh phan phdi la cdng ty bao hiem khong phai la ngudi chon khach hang, ma chinh khach hang la ngudi chon cdng ty bao hiem dua tren viec so sanh san pham giua cac cdng ty bao hiem khac nhau, nham chon san pham tot nhat Khong nhung the, ho co mot doi ngu tu van bao hiem rat am hieu ve chuyen mon nghiep vu cung nhu cac thong le tren thi trudng,do vay, san pham cua BIC phai du canh tranh thi mdi co the dem dich vu ve, tir tang doanh thu va phat trien kenh BIC can co co che chi phi rieng danh cho kenh phan phdi Boi qua trinh hop tac vdi cdng ty mdi gidi, cdng ty bao hiem da phai cam ket toan mot khoan hoa hong mdi gidi phi cd dinh cho viec mdi gidi Khoan chi phi kha cao, va 87 nhieu truong hop, vuot qua han muc cho phep chung cua cong ty bao hiem Day la mot van de khong he don gian mot lan nua bai toan hieu qua lai dat doanh thu qua kenh thap chi phi khai thac lai cao Tuy nhien BIC bat buoc phai tham gia canh tranh vdi thi truong neu khong muon thi phan cua BIC cang giam sut 3.3.2.4 Kenh Bancassurance Thi truong bao hiem Viet Nam la mot thi truong co nhieu tiem nang, toc tang trudng hang nam kha cao day la thi truong mdi, nhieu nhu cau chua duoc khai thac hieu qua, luong tien nhan roi dan cu rat ldn Them vao do, ngudi Viet Nam co truyen thong lo xa, tiet kiem, hy sinh vi chau nen kha nang phat trien Bancassurance tai Viet Nam la rat ldn Chinh vi vay, BIC can co nhung bien phap cu the de thuc day kenh phan phoi nhieu tiem nang > ve co che hop tac, dong luc: Tang cuong su phoi ket hop giua BIC va cac ngan hang lien ket, dac biet la ngan hang lien ket chien luoc la BIDV va Ngan hang TMCP Bac A Day la hai ngan hang ma BIC co su hop tac sau rong nhat BIC can lam viec vdi cac ngan hang lien ket de nang cao muc lien ket, the hien qua viec trao doi thong tin giua cac ben Cu the, cac ben can thiet lap mot he thong, tren co sd nen tang ve thong tin du lieu cua ca Ngan hang va cong ty bao hiem, mot he thong quan ly du lieu lien thong giua ben duoc thiet lap Khi can bo ngan hang ban duoc mot san pham bao hiem, chinh can bo se nhap va don bao hiem se duoc tu dong cap nhat tren he thong quan ly bao hiem cua cong ty bao hiem Cong ty bao hiem co the theo doi don bao hiem suot thoi han bao hiem Khi don bao hiem duoc cap nhat tren he thong, cung la luc khach hang cua ngan hang da trd khach hang cua Cong ty bao hiem Cac thong tin ve khach hang se duoc cap nhat vao he thong co sd du lieu khach hang cua cong ty bao hiem, giup cong ty bao hiem thuc hien cac hoat dong cham soc khach hang.Su lien ket ve thong tin duoc su dung de thuc hien mot so hoat dong nhu thu chi ho cua ngan hang doi vdi cong ty bao hiem, toan phi bao hiem dinh ky Hien chuong trinh hop tac dang duoc xay dung vi co sd du lieu cua cac ben deu qua ldn 88 Thong qua viec tiep xuc true tiep voi khach hang cua cac nhan vien Ngan hang cung nhu cua cac nhan vien bao hiem, Ngan hang va cong ty bao hiem co the xay dung mot co sd dtr lieu tuong ddi day du va hoan chinh ve khach hang Tu do, hai ben de dang khai thac co so du lieu mot each lau dai va hieu qua gop phan tao dieu kien thuan loi de co the dap ung duoc cac nhu cau cang cao cua khach hang, gan gui va gan bo hon vdi khach hang, ddng hanh cung khach hang BIC can tiep tuc tri cac chuong trinh dong luc danh can bo cac ngan hang lien ket va cac can bo cua chinh BIC Hien tai, cac chuong trinh dang duoc thuc hien rat tot tai BIC la Chuong trinh boc tham trung thudng, Cau lac bo Trieu phu Bancas, Chuong trinh Tang tdc tranh tai cung Bancas Vdi dinh hudng giai doan 2012 - 2015 se gia tang gia tri giai thudng, gia tang ddi tuong nhan thudng va hoan thien co che, hieu qua hoat dong cua kenh Bancas se tiep tuc duoc nang cao va co ket qua ddng deu hon ca nam > Ve san pham: san pham duoc de dang va hieu qua hon Cd mot diem can chu y viec phan phdi san pham qua ngan hang la yeu to mua vu.Trong cac hoat dong cua Ngan hang co nhung yeu to mua vu, va hoat dong bao hiem cung vay Can cd su lien ket gitra yeu to mua vu hoat dong kinh doanh bao hiem vdi yeu to mua vu hoat dong kinh doanh ngan hang, de kenh phan phdi phat trien hieu qua nhat Vi du, dip tet Nguyen dan, ngan hang se tap trung phat trien cac dich vu lien quan den nhan va chuyen kieu hoi Do 89 vay BIC cung can co nhung goi san pham bao hiem di kem nhung dich vu cua ngan hang nhu BIC - An tam Kieu hoi > Ve dao tao BIC can nang cao nghiep vu cho cac can bo phu trach tai cac Cong ty vien, dam bao cac can bo dau moi Bancas deu phai nam ro quy trinh trien khai cua kenh va du kha nang huong dan, dao tao trien khai kenh Bancas tai cac chi nhanh/Phong giao dich cua cac ngan hang lien ket Tiep tuc to chuc cac khoa dao tao ve Bancassurance cho can bo ngan hang Thong qua cac khoa hoc, hoc vien se duoc cung cap nhung kien thuc tong quan va r t y co ban nhat ve bao hiem va cac san pham se trien khai qua kenh Bancassurance, hoc hoi mot so kinh nghiem cac cong ty bao hiem co kinh nghiem quoc te quan he voi khach hang, chien luoc phan phoi san pham va marketing, truc tiep tu van va ? •> t r ban san pham bao hiem, Cong tac dao tao se duoc phoi hop trien khai giua cac ngan hang lien ket va BIC thong qua chuong trinh thong nhat, bai ban bao gom cac hinh thuc dao tao tap trung (cac lop cac ngan hang lien ket trieu tap) va dao tao truc tiep (cac lop cac BIC thuc hien) 3.3.2.5 Kenh E-Bussiness > ve san pham: Nhu da trinh bay, cac san pham phan phoi qua kenh la cac san pham ban le voi gia tri khong qua lon, khong co nhieu khac biet giua cac cong ty bao hiem, nen khach hang co the mua truc tiep qua mang Chinh vi vay, can tiep tuc nghien cuu bo sung cac san pham moi, tranh su so sai danh muc san pham cung cap Tham chi, BIC co the ket hop cua vai loai hinh bao hiem de tao cac goi san pham, >7 nham da dang hoa cac san pham cho kenh Vi du, goi bao hiem danh cho ho gia dinh: bao gom bao hiem nha tu nhan, bao hiem o to/xe may, bao hiem suc khoe, bao hiem du lich Nhung goi san pham bao hiem nhu vay se tao su khac biet cua BIC voi cac cong ty bao hiem khac, giup tao dau an voi khach hang va tang doanh thu khai thac cua kenh > ve quang ba: 90 r r x x r Rieng doi voi kenh phan phoi nay, chung ta can chu y rang nhom doi tuong khach hang tiem nang ma kenh huong den la nhom doi tuong thudng xuyen lam viec va giao dich qua mang Internet Do vay, can chu y toi cac bien phap quang ba truc tuyen qua cac trang web, mang xa hoi co dong dao ngudi tham gia, cac dien dan lien quan (dien dan ve o to, dien dan ve du lich ), qua cac website mua theo nhom Tap trung quang cao thong qua viec dat cac bien, bang quang cao tai cac trung tam thuong mai, ben xe, ben tau tai cac lon > Ve phat trien mang luoi cong tac: Ban hang truc tuyen khong co nghia la chi ngoi sau chiec may tinh chd khach hang click chuot mua bao hiem Kenh can phat trien he thong cong tac vien quang ba truc tuyen, phat trien he thong cong tac vien ban hang truc tuyen (ca nhan, kinh doanh dai ly ) 3.4 Kien nghi 3.4.1 V6'i Nha nuoc Ngay 15/2/2012, Thu tuong Chinh phu da ky ban hanh Quyet dinh sd 193/QD-TTg ve Chien luoc phat trien thi trudng bao hiem Viet Nam giai doan 2011-2010, neu nhieu giai phap dong bo Nhu vay nam 2012, chung ta van huong toi muc tieu tri thi trudng bao hiem phat trien an toan, ben vung va hieu qua; dap ung nhu cau bao hiem da dang cua cac to chuc, ca nhan; tiep can cac chuan muc, thong le quoc te ve kinh doanh bao hiem va tung buoc thu hep khoang cach phat trien voi cac quoc gia khu vuc Cung vdi nhung giai phap da duoc neu Quyet dinh 193/QD-TTg, Bo Tai chinh can tap trung thuc hien cac giai phap sau: Thu- nhat, tiep tuc hoan thien co che chinh sach ve kinh doanh bao hiem Nam 2011, khung phap ly ve kinh doanh bao hiem da tiep tuc duoc hoan thien vdi Luat sua doi, bo sung Luat kinh doanh bao hiem co hieu luc, nhieu van ban phap quy huong dan luat duoc ban hanh dong bo theo huong he thong van ban phap luat moi se co pham vi dieu chinh rong hon va dong bo hon hoat dong kinh doanh bao hiem moi lien ket vdi cac mang thi trudng dich vu tai chinh, tu tao dieu 91 kien cho cac doanh nghiep bao hiem phat trien Song dieu la chua du Trong hoan canh nen kinh te van chua thoat khdi suy thoai, thi trudng canh tranh cang gay gat thi Luat phap chinh la yeu to giu vung va dam bao su hoat dong dung dan cua thi trudng Trong thdi gian tdi, kinh te dan hoi phuc, nhu cau ve bao hiem tang, khung phap ly ve kinh doanh bao hiem chinh la dudng dan, dam bao toan bo he thong phat trien dung hudng Thu hai, tang cudng quan ly giam sat nha nudc doi vdi hoat dong kinh doanh bao hiem Thi trudng cang duoc md rong, bao hiem cang di sau va co anh hudng tdi toan bo cuoc song xa hoi hang ngay, vay, cong tac quan ly nha nudc doi vdi linh vuc cang dong vai tro quan Can co co che quan ly du rong de cac cong ty bao hiem canh tranh, song cung du hep de dam bao loi ich cua khach hang va loi ich xa hoi Thu ba, cung vdi cac doanh nghiep bao hiem, tung budc thuc hien tai co cau doanh nghiep bao hiem noi rieng va thi trudng tai chinh noi chung, nham hudng tdi xay dung mot thi trudng tai chinh minh bach va phat trien Tai co cau cac doanh nghiep bao hiem theo hudng kien toan mo hinh to chuc hoat dong cua cac doanh nghiep hoat dong yeu kem, khong hieu qua; tung budc nang cao chat luong cong tac quan tri doanh nghiep bao hiem theo chuan muc va thong le quoc te Thu tu, md rong mot so chuong trinh bao hiem thi diem nhu bao hiem nong nghiep, bao hiem tin dung xuat khau, de cho tat ca cac doanh nghiep tren thi trudng co the da dang hoa san pham, tang cudng tinh canh tranh tren thi trudng Rieng doi vdi viec phat trien he thong kenh phan phoi, can co nhung bien phap cu the nhu sau: > Giai doan tu den nam 2015: • Chung ta can xay dung cac quy dinh nham chuan hoa chat luong nguon nhan luc cua doanh nghiep moi gidi bao hiem; chuan hoa chuong trinh dao tao va chung chi moi gidi phu hop vdi dac thu cua loai hinh san pham bao hiem duoc thu xep qua moi gidi Nghien cuu ban hanh quy dinh ve bao hiem bat buoc trach nhiem nghe nghiep moi gidi bao hiem 92 • Cung co he thong dai ly bao hiem thong qua kiem soat chat che viec thi cap chung chi dao tao; xay dung va ap dung cac chuong trinh dao tao va chung chi dai ly theo tinh phuc tap cua loai hinh san pham ma dai ly duoc tu van cho khach hang > Giai doan 2016 - 2020: • Nghien cuu, ban hanh cac chinh sach khuyen khich phat trien cac kenh phan phoi khac phu hop vdi thong le quoc te va dieu kien thuc tien cua Viet Nam nhu kenh phan phdi bao hiem qua ngan hang (bancassurance), qua internet 3.4.2 Vdi Hiep hoi Bao hiem Viet Nam Hiep hoi bao hiem Viet Nam la to chuc tu nguyen xa hoi - nghe nghiep cua cac doanh nghiep bao hiem Viet Nam nham muc dich bao ve quyen loi hop phap cua cac hoi vien, hop tac va phat trien thi trudng bao hiem Viet Nam khuon kho phap luat Vdi 55 vien chinh thuc (cac cdng ty bao hiem nhan tho va phi nhan tho tren thi trudng) va 24 vien lien ket (cac cdng ty mdi gidi bao hiem, cdng ty giam dinh, van phong dai dien cua cac cdng ty bao hiem tai Viet Nam, cac don vi dao tao ngudn nhan luc bao hiem ), Hiep hoi bao hiem Viet Nam dong vai tro la td chuc gop phan quan cho su phat trien cua thi trudng bao hiem Viet Nam Mong muon thdi gian tdi, Hiep hoi tiep tuc tich cue dong gop y kien phan bien cac van ban phap quy lien quan den hoat dong kinh doanh bao hiem, tao mdi trudng phap ly cho kinh doanh bao hiem Ben canh do, hiep hoi can td chuc hoi thao, khao sat thuc te, tong hop y kien phan tich kien nghi cua cac doanh nghiep bao hiem vao nhieu van ban phap quy, gop phan mang tieng noi cua cac doanh nghiep bao hiem phan anh nhung kho khan vudng mac co che chinh sach thu tuc tim giai phap thao go Vdi loi the la td chuc danh cho cac doanh nghiep/to chuc linh vuc bao hiem, hiep hoi can cung cap cho cac vien cua minh nhung thong tin chung, huu ich, phuc vu su phat trien cua toan thi trudng nhu: bien va hudng dan thi hanh nhung dieu mdi quy dinh cua phap luat ve bao hiem, cung cap cac danh sach den ve dai ly va ca nhan true loi bao hiem 93 Rieng vdi muc tieu phat trien he thong kenh phan phoi dai ly, Hiep hoi nen xay dung mot giao trinh dao tao dai ly bao hiem chuan, thiet ke noi dung chuong trinh dao tao, lap ngan hang de thi trac nghiem de cac doanh nghiep bao hiem co the su dung tham khao Nhung dai ly bao hiem Hiep hoi dao tao co the trd dai ly bao hiem cho bat ky mot cong ty bao hiem nao (sau dai ly hoan mot khoa hoc ngan ve san pham cua cong ty bao hiem do), nhu vay se linh hoat hon cho cong ty bao hiem khong nhat thiet phai tu dao tao tat ca tu co ban den nang cao cho tat ca dai ly cua minh 3.4.3 Vd'i Ngan hang BIDV Trudc thdi diem nam 2010, BIC la cong ty con, truc thuoc BIDV Sau thdi diem co phan hoa, BIDV trd co dong ldn nhat cua BIC vdi hon 80% co phan Ke tu co phan hoa, BIC luon la mot so cong ty hoat dong cong nhat so cac cong ty thuoc tap doan BIDV Nhu vay, su phat trien cua BIC luon gan lien vdi loi ich cua BIDV va nguoc lai Su ket hop Ngan hang Bao hiem d day dem lai loi ich cho ca hai ben, dem lai cho khach hang su thoa man ldn nhat Dudi day la mot so giai phap cu the nham ap dung de phat trien tat ca cac kenh phan phoi cua BIC (khong chi rieng kenh Bancassurance) thong qua BIDV: Thiet ke cac goi san pham bao hiem gan lien vdi cac goi dich vu tu ngan - hang, de phuc vu tron goi cac nhom nhu cau cua khach hang De lam duoc dieu nay, BIC va BIDVcan co su ket hop, cung lam ro cac san pham cua minh: dac diem, tinh chat, nhom doi tuong khach hang tiem nang cua tung san pham Can tim nhung a a r nhu cau chung ve ca bao hiem va ngan hang doi vdi tung nhom khach hang, tu thiet ke cac goi san pham tich hop ngan hang “ bao hiem - Co su lien thong nhat dinh he thong quan ly ve ngan hang cua BIDV va he thong quan ly bao hiem cua BIC, tu co the quan ly toi uu don bao hiem va khai thac hieu qua cac thong tin ve he thong khach hang chung cua Ngan hang va cong ty bao hiem Dieu tao dieu kien cho nhan vien ngan hang cap don bao hiem, co the nhap he thong chung nay, de so lieu duoc cap nhat cho cong ty bao 94 hiem Tranh cac sai sot va van de phat sinh trao doi thong tin Ngugc lai, don bao hiem dugc cap nhat nhu vay, cong ty bao hiem co the quan ly don bao hiem, nam dugc thong tin va cham soc khach hang Vi viec lien thong chi nam mot muc nhat dinh, gioi han nhung thong tin chung phuc vu viec cap va quan ly don bao hiem, vay, cung can su thong nhat cua ca hai ben va su ho trg cua cac chuyen gia viec xay dung he thong thong tin chung - Co su ket hgp ve ky thuat giua Ngan hang BIDV va BIC de thuc hien qua trinh ban bao hiem dugc de dang hon cho khach hang cua ngan hang Vi du ro rang nhat cho dieu chinh la viec thuc hien ban bao hiem qua cac may rut tien tu dong - Tiep tuc to chuc cac khoa hoc danh cho can bo cua ngan hang de nang cao kien thuc ve bao hiem, kha nang va ky nang ban hang 95 X KET LUA N Giai doan 2011 -2012 van la giai doan ma nen kinh te toan the gidi van cdn chua thoat khoi khung hoang Qua trinh khung hoang duoc nhieu chuyen gia kinh te danh gia la vua cham day Nhu vay la nhung kho khan ve tai chinh van cdn tiep tuc vdi nhieu nen kinh te tren the gidi khoang 3-5 nam nua Dieu dong nghia vdi viec cat giam chi tieu van la muc tieu hudng td cua khong chi cac ca nhan, to chuc, ma cdn la muc tieu chung cua cac Chinh phu Thi trudng bao hiem Viet Nam nhung nam gan day duoc danh gia la nhung thi trudng bao hiem van giu duoc toc tang trudng on dinh, ty le dong gop vao tong thu nhap quoc gia cang duoc cai thien Day la dau hieu dang mung cho toan thi trudng, md nhieu co hoi cho cac cong ty, song no cung la thach thuc, neu doanh nghiep khong biet nam bat thdi co va phat trien Tong Cong ty bao hiem BIDV (BIC) trudc nam 2010 la mot cong ty bao hiem truc thuoc Ngan hang Dau tu va Phat trien Viet Nam (BIDV), nhung tu sau nam 2010, BIC da tach Cong ty hach toan doc lap, khong phu thuoc vao Cong ty me la BIDV nua Tuy doi mat vdi rat nhieu kho khan tu dung tren doi chan cua minh nhung nhung tich ma BIC dat duoc nam 2011 chinh la minh chung ro rang nhat cho nhung no luc cua toan bo tap the Tong Cong ty Trong vdng nam gan day, BIC luon la mot sau cong ty bao hiem dung dau thi trudng va doanh thu, va tung budc nang cao nang luc va uy tin cua minh tren thi trudng bao hiem nudc va quoc te Trong nam tu 2009 trd lai day, nhan thuc duoc rang su phan doan thi trudng cang ro rang, BIC da chu vao viec phat trien cac kenh phan phoi Dieu la mot budc di kha tao bao cua BIC thi trudng bao hiem Viet Nam van phat trien theo hudng chua thuc su chuyen nghiep, ngudi dan chua co day du hieu biet va thoi quen mua bao hiem Nhung, day lai la mot cai nhin xa hon, mot muc tieu dai han hon BIC hudng tdi viec hoan thien cac kenh phan phoi cua minh, 96 7 7 song song vdi viec hoan thien cac san pham bao hiem, de tao nen mot lire day manh, hirdng tdi nhung budc di dai hon tuong lai Tu 2009 den het nam 2011, BIC da dua vao kenh phan phdi mdi la kenh Bancassurace va E-business Cung vdi cac kenh phan phdi truyen thdng nhu kenh r r r r phan phdi true tiep, kenh phan phdi qua dai ly, kenh phan phdi qua mdi gidi, BIC da tao nen mot he thdng phan phdi kha day du, tiep can duoc da dang nhom ddi tuong khach hang, thuc day kinh doanh tren toan he thdng Dac biet, kenh Bancassurance la kenh dem lai nhieu ky vong doanh thu tang trudng tot qua cac nam, va Bancassurance tai BIC duoc danh gia la he thdng Bancassurance tot nhat tren thi trudng Tuy nhien, vdi mot he thdng phan phdi ldn nhu vay, BIC lai phai doi mat vdi mot sd van de phat sinh nhu: chi phi tri va phat trien he thdng qua ldn, su phat trien chua di vao chieu sau, su canh tranh qua gay gat va thieu minh bach cua thi trudng chinh la cac yeu to lam giam hieu qua cua he thdng phan phdi tai BIC De co the hoan thien he thdng phan phdi, tao co sd cho su phat trien ben vung tuong lai, BIC can lira chon nhung kenh phan phdi chien luge, thuc hien cac bien phap ddng bo, cu the ap dung ddi vdi tirng kenh Nhung bien phap co the chua phat huy hieu qua thdi gian ngan nhung co the dai han, no lai co kha nang dem lai doanh thu ldn Trong ngan han, cung nhu dai han, kenh phan phdi san pham luon la yeu to yeu viec thuc day kinh doanh, tang trudng va phat trien cua mot cdng ty bao hiem Cung vdi cac thuc trang va bien phap thuc day da dugc phan tich d tren, BIC can co cai nhin chien luge ve phat trien kenh, ket hgp chat che vdi cac ddi tac va dau tu nhieu hon nua, de kenh phan phdi noi rieng, va hoat dong kinh doanh noi chung cua BIC cang phat trien 97 DANH MUC TAI LIEU THAM KHAO • • Tieng Viet GS.TS Tran Minh Dao (2010), Giao trinh Marketing can ban, Nha xuat ban dai hoc Kinh te qudc dan, Ha Noi TS Pham Thi Dinh (chu bien) - PGS.TS Nguyen Van Dinh (2011), Giao trinh Kinh te Bao hiem, Nha xuat ban Dai hoc Kinh te Quoc dan, Ha Noi PGS.TS Nguyen Van Dinh (2010), Giao trinh Quan tri kinh doanh bao hiem, Nha xuat ban Dai hoc Kinh te Qudc dan, Ha Noi Hiep hoi bao hiem Viet Nam (2011), Tong quan thi trudng bao hiem Viet Nam nam 2011, Nguon: http://avi.org.vn/News/Item/1524/202/vi-VN/Default.aspx TS Nguydn Thi Mui - Th.S Ngd Minh Cach (2010), Giao trinh Marketing dich vu tai chinh, Nha xuat ban Tai chinh, Ha Noi Tong Cdng ty Bao hiem BIDV (2009, 2010, 2011), Bao cao thudng nien cac nam 2009, 2010, 2011, Ngudn: http://bic.vn/Desktop.aspx/Quan-he-co- dong/Bao-cao-thuong-nien/ Ngan hang TMCP Dau tu va Phat trien Viet Nam (2011), BIDV Cdng bo thong tin, Ngudn: http://www.bidv.com.vn/Nha-dau-tu/Thong-tin-danh-cho-nha-dautu/Cong-bo-thong-tin.aspx Tieng Anh Deloitte (2012), “More than one approach alternative insurance distribution models in Pacific Asia ” - Ngudn: www.deloitte.com Ernst & Young (2012), “Global consumer insurance servey 2012’’' - Ngudn: www.cy.com 98 Website Cdng thong tin dien tir Chinh phu: www.chinhphu.vn Cdng thong tin Bo tai chinh: www.mof.gov.vn Tdng cue thong ke: www.gso.gov.vn Hiep hoi bao hiem Viet Nam: www.avi.org.vn Trang web cua BIC: www.bic.vn Trang web cua BIDV: www.bidv.com.vn Trang web ban bao hidm true tuydn cua BIC: www.baohiemtructuyen.com.vn www.vi.wikipedia.org www.baohiem24h.com 10 www.webbaohiem.net 11 http://www.thanhnien.com.vn/pages/201111 12/the-ky-chau-a-thai-binh- duong.aspx 12 http://chaobuoisang.net/trung-binh-1 OO-nguoi-viet-nam-co- 145-chiec-dtdd- 1479896.htm