Ứng dụng marketing điện tử trong kinh doanh bảo hiểm nhân thọ nghiên cứu tại công ty tnhh bảo hiểm nhân thọ vietinbank aviva

TRUONG BAI HOC KINH TE QUOC DAN * * *| rR^ONG OHKTQo ] TIN THU VIENI NGUYEN THI HA LI ING DUNG MARKETING DIEN Tl TRONG KINH DOANH BAO HIEM NHAN THO NGHIEN CUU TAI CONG TY TNHH BAO HIEM NHAN THO VIETINBANK AVIVA LUAN VAN THAC SY KINH TE • • Chuyen nganh: Kinh te Bao hiem N( ,l()I H (ONG DAN KHOA HOC TS NGUYEN THI HAI DIONG DAI HOC K.T.Q.D TT THONG TIN THU'VIEN PHONG LU AN AN -TV LIEU HA NOT - NAM 2017 iii LCD CAM DOAN Toi da doc va hieu ve cac hanh vi vi pham su trung thuc hoc thuat Toi r y \ cam ket bang danh du ca nhan rang nghien cuu toi tu thuc hien va khong vi pham yeu cau ve su trung thuc hoc thuat Nguyen Thi Ha Li LOI CAM ON Trong qua trinh thuc hien luan van, toi da nhan dune su giup nhiet tinh va tao dieu kien thuan loi cua giao vien huong dan, dong nghiep, gia dinh va ban be Toi xin chan cam on TS Nguyen Thi Hai Duong ve su hudng dan nhiet tinh cua co suot qua trinh thuc hien luan van Toi xin gui loi cam on toi cac thay co Khoa Bao Hiem - trucmg dai hoc Kinh te quoc dan da giup va co nhung gop y de luan van duoc hoan tot hon Toi xin cam on gia dinh va ban be da ung ho toi thoi gian qua YEU CAU CUA HOI DONG CHAM LUAN VAN THAC SI VE • • ■ • Chu tich Hoi dong (Ky va ghi rd ho ten) Cam ket cua Hoc vien7 iftac .v/JK / /£ ? Neu hoc vien co trach nhiem chinh sira theo yeu cau cua Hoi dong cham luan van Trongtruong hop khong chinh sira se hong duoc cong nhan kSt qua bao ve loc vien phai dong ban yeu cSu chinh sira vao trirdc phan muc luc luan vdn chinh thirc nop cho Vien DT SDH NHAN XET LUAN VAN THAC SY KINH TE • • • A Ten ae tai: “Ung dung Marketing dien tn kinh doanh bao hiem nhan tho Nghien cUu tai Cong ty TNHH bao hiem nhan tho Vietinbank Aviva” Hoc vien: Nguyen Thi Ha Li Chuyen nganh: Kinh te bao hiem r •> Phan bien II TS Nguyen Van Thanh r Sau doc noi dung ban chinh, tom tat luan van, voi tu each la nguoi phan bien, toi co mot so y kien nhan xet sau day: A • 17 1 • /S r * ' r • /A '1 * 4->A Tinh cap thiet, y nghia khoa hoc cua de tai luan van Viec ap dung cong nghe hien dai hoat dong kinh doanh bao hiem nhan tho la het sUc quan trong, dac biet dieu kien canh tranh mot tang va hieu biet ve bao hiem nhan tho cua nguoi dan mot cao Tai Viet Nam thi truong bao hiem nhan tho duoc ma cua tuong dOi triet de va vai tro cua cac doanh nghiep bao hiem nuoc ngoai tham gia vao tang truong cua thi truong la ro rang Viec chuyen giao cong nghe cua cac tap doan bao hiem nhan tho hang dau the gioi vao Viet Nam co viec Ung dung Marketing dien tu la mot van de nghien cUu kha moi me, phu hop voi chuyen nganh kinh te bao hiem va co gia tri ly luan va thuc tien •» r X •> r •> x x z r Nhung ket qua dat duoc Luan van Nhung ket qua dat duoc tu nghien cUu cua hoc vien co the ghi nhan nhu sau: Thu nhat, hoc vien da gioi thieu co so ly luan cua marketing dien tu, khai quat vai tro, dac trung cua marketing dien tu bao hiem nhan tho va mot sO kinh nghiem ap dung tren the gioi Thu hai, hoc vien da neu duoc tinh hinh Ung dung marketing dien hoc vien phan tich doanh thu phi khai thac moi, chi tra quyen lgi bao hiem, tinh hinh tai chinh, trich lap dir phong nghiep vu, hoat dong dau tu khong z cho thay muc dich cua tac gia Cau hoi vdi hoc vien: Z X De nghi hoc vien phan tich moi lien he giua Marketing dien tu va Marketing true tiep hoat dong bao hiem nhan tho Z Be nghi hoc vien phan tich sau kha nang ung dung kinh nghiem cua tap doan Aviva marketing dien tu vao cong ty tai Viet Nam va du bao muc cong cua viec Ket luan Luan van Thac sy vdi de tai “Ung dung Marketing dien tu kinh doanh bao hiem nhan tho - Nghien cuu tai Cong ty TNHH bao hiem nhan tho Vietinbank Aviva” cua hoc vien Nguyen Thi Ha Li la mot cong trinh nghien cuu doc lap, hoi du cac yeu cau va dieu kien theo quy dinh cua Nha nude Vdi luan van nay, hoc vien xung dang nhan bang thac sy kinh te HaNoi, 19/9/2017 Ngirdi phan bien Nguyen Van Thanh CONG HO A XA HOI • • CHU NGHIA VIET • NAM Doc lap - Tu - Hanh phuc - o0o - NHAN XET LUAN VAN THAC SY KINH TE • • • De tai: Ung dung marketing dien tie kinh doanh BHNT nghien ciru tai Cong ty TNHH Bao hilm nhan tho VIE TINSANK AVIVA Hoc vien : Nguyen Thi Ha Li Chuyen nganh : Kinh te bao hiem Phan bien I PGS.TS Nguyen Van Dinh Dai hoc Kinh te Quoc dan Sau doc ban luan van, chung toi co nhan xet: 5C /k r A Y nghTa ly luan va thwc tien cua de tai luan van Trong hoat dong kinh doanh BHNT, cong tac marketing co vai tro het sue quan trong, nhat la thai dai Dac biet, viec ket hop gifra marketing truyen thong vdi viec su dung Internet dang cang tro nen r r bien tren the gidi Cac doanh nghiep BHNT tren su dung marketing dien tu lam cong cu huu ich de quang ba hinh anh, giao dich mua ban san pham, dich A \ vu tu van, cham soc khach hang khong la dieu moi me Lai ich ma marketing dien tu mang lai cho ho la doanh thu cao, chi phi thap va tu dat hieu qua rat cao v.v Chinh vi vay, tac gia lua chon de tai de nghien cuu khong chi co y nghTa ly luan, ma co y nghia thuc tien rat Ion Nhirng kinh doanh dat duac cua de tai / z y \ a Tac gia da he thong hoa va lam ro nhung van de ly luan ve marketing dien tu, bao gom: cac hoat dong marketing dien tu; marketing dien tu kinh doanh bao hiem; dac trung, cac nhan to anh huong den marketing dien tu v.v r •x Phan co so thuc te, luan van da trinh bay duoc marketing dien tu tai cac thi truong bao hiem the gioi, tu rut nhung bai hoc kinh nghiem cho cac DNBH o Viet Nam Noi dung trinh bay da the hien kha ro co so khoa hoc cua de tai nghien cuu b Trong chuong 2, sau neu len nhung net khai quat ve marketing dien tu kinh doanh BHNT o Viet Nam, tac gia da di sau phan tich thuc trang ung dung marketing dien tu tai AVIVA Voi pham vi thoi gian nghien cuu tu 2012-2016, tac gia da lam ro cac nhan to anh huong den cong tac o AVIVA; ket qua dat duoc, cung nhu nhung van de han che qua trinh ung dung marketing dien tu o cong ty Bang nguon tai lieu phong phu, cap nhat, ket qua phan tich kha sau sac, vi vay noi dung cua chuong da giup nguoi doc thay duoc buc tranh toan canh ve viec ung dung marketing dien tu hoat dong kinh doanh cua AVIVA c Cac giai phap trinh bay chuong cua tac gia la co co so thuc te, co tinh dinh huong 'cao Vi muon cong hon nua, dut khoat AVIVA phai co dau tu ca ve nguon luc nguoi, tai chinh va nguon luc cong nghe Ket cau luan van - • Hop ly, logic Van phong ro rang, mach lac Cac bang bieu, hinh ve trinh bay dep va khoa hoc Nhung diem han che Thu nhat, noi dung muc 1.4.2 (trang 47) chua thuc su gan voi tieu de: Kinh nghiem ung dung marketing dien tu cho cac DNBH Viet Nam Thu hai, tieu de muc 2.3 (trang 74) nen doi thanh: Danh gia ket qua ung dung marketing dien tu den hoat dong kinh doanh cua AVIVA Thu ba, tieu de chuong co hep qua hay khong? Ket luan r r y \ •> Mac du mot so van de can trao doi, song day la ban luan van dupe nghien cuu rat cong phu, bai ban va nghiem tuc Luan van dap ung yeu cau cua mot luan van thac sy kinh te Tac gia xung dang duoc nhan hoc vi thac sy kinh te - chuyen nganh kinh te bao hiem, neu bao ve cong Ha Noi, 21 thang nam 2017 Ngiroi viet nhan xet PGS.TS Nguyen Van Dinh MUC LUC • • LOI CAM DOAN LOI CAM DOAN LOI CAM ON DANH MUC SO DO BANG BIEU LOI MODAU CHUONG I: CO SO KHOA HOC • CUA MARKETING DIEN • TC VA MARKETING DIEN TC TRONG LINH VUC BAO HIEM 1.1 Khai quat ve marketing dien tw 1.1.1 Khai niem .7 1.1.2 Dae diem 1.1.3 So sanh marketing dien tu vdi marketing truyen thong 10 1.2 Cac loai hinh marketing dien tw 14 1.2.1 Trang Web 14 1.2.2 Truyen thong xa hoi 15 1.2.3 Thu dien tu 15 A 1.2.4 Quang eao qua eae edng eu tim kiem : 16 1.2.5 Quang eao tren eae trang web V7 1.3 Marketing dien tw hoat dong kinh doanh cua doanh nghiep bao hiem 19 1.3.1 Khai quat ve hoat dong kinh doanh eua doanh nghiep bao hiem 19 1.3.2 Vai trd eua marketing dien tu doi vdi hoat dong kinh doanh eua doanh nghiep bao hiem .21 1.3.3 Dae trung eua hoat dong marketing dien tu doanh nghiep bao hiem 24 1.3.4 Cae loai hinh marketing dien tu ung dung hoat dong kinh doanh eua doanh nghiep bao hiem 26 r r •> 1.3.5 Cae nhan to anh hudng den marketing dien tu kinh doanh bao hiem 31 97 khach hang nhung trai nghiem dich vu tot nhat va nhanh nhat can thiet dua vao muc tieu tam Dich vu bao hiem nhan tho tai chau A trudc day chua mang den cho khach hang su trai nghiem that su tot, vi the, day chinh la co hoi de don gian hoa quy trinh va cung cap cac giai phap bao hiem, sue khde, dap ung nhu cau cua khach hang ve dieu kien va cac diem giao dich ua thich cua ho De phat trien thuong hieu, cai tien quy trinh tu van san pham va cac dich vu hau mai theo hudng don gian hon, hieu qua hon, lay khach hang lam tam thi viec trien khai phan mem ung dung iPoS (interactive Point of Sale) tren may tinh bang iPad kinh doanh bao hiem nhan tho, hay viec ung dung i-Service nham nang cao chat luong dich vu cham soc khach hang can duoc chu dau tu va thuc hien nhanh chong Su ung dung cong nghe song qua trinh giao dich da duoc mot so cong ty bao hiem nhan tho ung dung, dem den kha nhieu nhung loi ich thiet thuc danh cho khach hang La mot doanh nghiep bao hiem di dau viec doi mdi theo hudng so hoa, sudt thdi gian qua, AIA lien tuc dua thi trudng hang loat ung dung mdi tren nen tang cong nghe sd de giup nang cao trai nghiem khach hang va tang hieu qua cua cac giao dich bao hiem, bao gom cong thdng tin khach hang MyAIA tren trang web cua AIA, giup khach hang tra cuu toan bo thdng tin ve hop dong bao hiem cua minh moi luc moi noi; AIA Vitality - chuong trinh cham soc sue khoe noi khach hang se duoc cung cap muc tieu tap luyen ca nhan dua tren thdng tin cua minh, theo doi cac budc tap luyen hang ngay, kiem soat viec cd dap ung muc tieu hay khdng Ngoai tai AIA, vdi nhung khach hang nop don dien tu trudc 12 gid thi hop dong se duoc phat hanh trudc 16 gid cung va khach hang nop don sau 12 gid se duoc phat hanh hop dong trudc 12 gid horn sau Hay nhu thuc te, tai Viet Nam, Manulife da nam bat cac xu hudng ky thuat sd thdng qua viec gidi thieu trang thdng tin true tuyen danh cho ben mua bao hiem ManuConnect vao dau nam 2016, cho phep khach hang tra cuu toan bo thdng tin va lich su cac giao dich thay doi hop dong vdi Cong ty Ngoai ra, hang bao hiem cho mat Manu-IPRO, mot cong cu hd tro kinh doanh dien tu danh cho doi 98 ngu dai ly va ngan hang doi tac cua Manulife Viet Nam Manu-iPro cung cap cho khach hang nhung thong tin ve san pham, cung nhu giup khach hang hieu can ke quyen loi, muc phi va nhung hang muc bao hiem phu hop nhanh chong va tien loi bang cac bang minh hoa chi tiet Hay dien hinh, PruBot - chatbot (mot hinh thuc cua tri tue nhan tao) tu van bao hiem lan dau tien xuat hien tai Viet Nam cua Prudential da chinh thuc doi vao trung tuan thang 7/2017 Dua tren nhung nghien cuu thuc te cua khach hang, Prubot la ung dung cong nghe tri tue “nhan tao”, co the tu dong tra loi va xu ly nhung tinh huong duoc lap trinh truoc Ben canh do, duoc phat trien tren nen tang Facebook Messenger bien, nhung su khac biet la PruBot tuong tac mang tinh chieu, nhan cau hoi va co the tra loi mot so tinh huong cu the Theo ong Phuong Tien Minh, Pho tong giam doc Marketing Prudential, PruBot duoc ky vong se tro nguoi ban dong hanh true tuyen ho tro khach hang Viet Nam mot each nhanh chong nhat, dac biet la nhung khach hang thi ban ron luon uu tien tinh tien loi va chuin xac.“Tat nhien, Prubot chua phai la tat ca hanh trinh nang cao gan ket khach hang cua Prudential Viet Nam Day mdi la su bat dau hanh trinh ung dung ky thuat so de nang cao chat lugng dich vu khach hang Theo du kien, nhieu hinh thuc gan ket khach hang doc dao khac se duoc Prudential Viet Nam mat thoi gian toi”, ong Minh chia se Khong chi nhung doanh nghiep co thi phan ldn nhanh chong nam bat va thay doi theo xu huong mdi, thuc te, cac doanh nghiep bao hiem cd thi phan nhd cung chinh la nhung nhan to tao bat ngo cho thi trudng boi canh cdng nghe sd phat trien nhu vu bao “Thi trudng se thay doi cd su tham gia nhieu hon cua cac cdng ty bao hiem mdi Thuc te, nhung ten tudi mdi nhu Generali hay FWD dang tan cdng e A ’ ' thi trudng bang nhung each kha an tuong”, CEO mot doanh nghiep bao hiem cd thi phan ldn nhan dinh *> t r Chang han, Generali Viet Nam khong chi la doanh nghiep bao hiem nhat nganh cd he thong danh gia tuc thi tu khach hang (ICF - instant customer feedback), ma la doanh nghiep bao hiem nhan tho nhat khong yeu cau 99 khach hang den van phong nop yeu cau boi thuong bao hiem (vdi mot so truong hop cu the) Thay vao do, khach hang chi can email ban cac chung tir de dupe chi tra cho cac boi thuong ve phau thuat/vien phi Ha tang ky thuat cong nghe thong tin nganh tai chinh giai doan 2016 - 2020 se dupe nang cap, phat trien, chuin hoa, ap dung cong nghe mdi hien dai, dap ung yeu cau trien khai cac he thdng ung dung cua nganh.Hien so luong khach hang a r r su dung cac ung dung ky thuat so moi linh vuc d khap noi tren the gidi dang tang nhanh, vi vay, su can thiet cua cong nghe ky thuat sd la dieu hien nhien Dac biet la cac yeu cau doi vdi he thdng cong nghe thdng tin, dam bao he thdng cong nghe thdng tin cua doanh nghiep phai ket noi dupe vdi cac he thdng chung cua thi trudng va co quan quan ly, giam sat, dap ung dupe cac yeu cau quan tri doanh nghiep, hieu qua hoat dong va yeu cau giam sat cua co quan quan ly 3.3.3 Hoan thien, nang cap trang web Than thien vdi dien thoai di dong Dien thoai di dong, may tinh bang dupe ngudi su dung de lam viec hay giai tri cang co xu hudng tang cao hon nam 2016 66 % email dupe md tren may tinh bang hoac dien thoai Facebook co 844 trieu ngudi dung hoat dong hang vao thang nam 2015 60% luu luong truy cap true tuyen hien dupe tao qua cac thiet bi di dong Neu dieu khdng thuyet phuc ban, thi Google xep hang cac trang web dupe tdi uu hoa cho dien thoai di dong cao hon ket qua tim kiem Ho tham chi co mot trang web noi ban co the thu nghiem tinh than thien vdi thiet bi di dong cua ban Neu trang web cua cong ty khdng than thien vdi thiet bi di dong, ban co hai lua chon: Khdi chay trang web thu hai danh cho ngudi dung di dong hoac tim each nang cap trang web hien tai cua cong ty len thiet ke dap ung se thich ung vdi thiet bi di dong cua ngudi dung Ngoai doi vdi trang webban hang cua cong ty, tiep can vdi khach hang thdng qua chien luoc marketing di dong thi can phai dupe tdi uu hoa ve dung luong trang web, dung luong hinh anh, noi dung bai viet, tdi uu 100 thao tac thu dien tu, dat hang qua dien thoai that don gian va thuan tien cho khach hang Quang cao qua trang web van la hinh thuc duoc ua chuong nhat Song, voi ty le nguoi ludt web qua dien thoai di dong cang nhieu, cac cong ty Viet Nam can chu y viec thiet ke giao dien cho phu hop Ngoai viec phat trien trang web giao dich true tuyen dang duoc mot so dng lon trien khai: Prudential Viet Nam cong bo thu nghiem he thong ban bao hiem true tuyen voi mot so san pham chinh co the duoc xem la phat phao hieu dau tien danh vao phan khuc Viec dau tu de dua ung dung nen tang cong nghe sd chinh la mot nhung chien luoc chu chdt va da duoc Prudential Viet Nam lien tuc dau tu nhieu nam qua Va viec thu nghiem he thong ban bao hiem true tuyen tren mot vai san pham cu ban da dua Prudential tru cong ty bao hiem nhan tho dau tien mang den lua chon true tuyen ve bao hiem nhan tho cho khach hang tai Viet Nam Hang bao hiem cung ky vong ung dung nen tang cdng nghe sd giup rut ngan thdi gian giao dich, vdi ky vong tang them 3% thi phan nam 2017 Cau chuyen Prudential Viet Nam cdng bo thu nghiem he thdng ban bao hiem true tuyen hay qua sum de nhin nhan md hinh cd cdng u thi truong Viet Nam hay khdng, bdi md minh ban bao hiem mdi chi diroc Prudential cho chay thu nghiem Nhung thuc te, ban bao hiem true tuyen cung la cau chuyen hon mot lan duoc de cap den tren thi trudng bao hiem nude thdi gian qua Sau Prudential Viet Nam, cd the se cd nhung doanh nghiep khac cho khach hang tan hudng nhung cam giac mdi me cua viec mua hup ddng bao hiem nhan tho va tat nhien cung se cd khdng it doanh nghiep bao hiem gitr cai nhin than vdi md hinh Du nhung ung dung marketing dien tir mdi ma cac doanh nghiep bao hiem nhan tho nd lire dira thi trudng cung giup viec tiep can giira ngudi dan vdi bao hiem nhan tho cang tru len de dang hun 101 Cac phuong tien truyen thong xa hoi luon luon la cong cu tuyet voi doi voi viec xay dung va quang ba thuong hieu Cac cong ty bao hiem nhan tho thong qua quang cao thuong hieu tren cac phuong tien truyen thong de nang cao nhan thuc ve thuong hieu, tuong tac voi gia dinh va ban be, dong nghiep hoac cong dong cua nhung nguoi co cung quan diem, lam cho thuong hieu cua cong ty duoc tiep can cang tang, tin tuong cang tang va khoi goi nhu cau mua bao hiem Tai Hong Kong, mot chien dich cua AIA Insurance da tao nhung ket qua tuyet voi bang cach lam nhu vay La mot phan cua ke hoach dinh vi lai thuong hieu cua cong ty, ho da yeu cau moi nguoi chia se nhung buc anh ve "cuoc song thuc" voi ho bang cach su dung the bat dau bang #hashtag (#reallifehk) thong qua tai tro cac giai thuong nho cho nhung nguoi tham gia lien quan den buc anh Chia se Cong ty da tang gap ba lan cong dong Facebook cua minh suot chien dich va da chung kien su tham gia cua nguoi tieu dung mot cach dang ke (Nguon: Tap chi Chien dich, thang 11 nam 2013) Hay mot chien dich xa hoi cua RBS Insurance o Vuong quoc Anh nham vao cong dong nguoi su dung xe may cho thay truyen thong xa hoi co the lam tang so thich nhu the nao Chien dich bao gom mot dien dan co thuong hieu voi mot loat noi dung video duoc tich hop voi cac kenh truyen thong xa hoi quan No cho thay ket qua rang cac vien cong dong co kha nang mua bao hiem voi thuong hieu nhieu hon 31% (Nguon: Bao hiem RBS) ❖ Hau tu chi phi cho Facebook quang cao Tren the gioi, luong nguoi su dung Facebook cang tang, va no the hien ro rang Luong hoat dong tren face la mot so dang kinh ngac: 1,49 ty nguoi dung hoat dong hang thang 968 trieu nguoi dung hoat dong hang Ro rang noi dung ma cong ty bao hiem nhan tho dang va chia se se khong tiep can duoc tat ca moi nguoi No tham chi se khong tiep can duoc voi tat ca cac doi A •> \ tuong co nhu cau bao hiem Nhung dieu khong co nghia la cac cong ty bao hiem 102 khong the mo rong pham vi tiep can Viettin Aviva chua hue su su dung “Quang cao tren Facebook”, hay hanh dong cho nam 2017 Facebook giup cac cong ty bao hiem nhan tho de dang hon qua trinh tiep can khach hang, hudng dan qua trinh thiet lap va giup cong ty ? r r r nham muc tieu quang cao theo vi tri, nhan khau hoc, so thich, hanh vi va ket noi Vdi du lieu sach se theo y , cac cong ty bao hiem co the chay chien dich quang cao chi phi thap de md rong pham vi tiep can khach hang mot each dang ke Hay thu quen thuoc vdi viec quang cao cac bai dang tren Facebook, day la mot each don gian de dua bai dang cua cong ty len cao hon nguon cap tin tuc cua khach hang Kha nang hien thi tot hon nham tang su tuong tac va giup ban cd duoc mot vi tri de nhin hon nguon cap tin tuc cua khach hang ❖ Chu den nhan xet true tuyen Ldi truyen mieng la the gidi bao hiem nhan tho, chu khdng chi vdi the he r a trudc Ban cd biet rang 79% nhung ngudi tin tudng va su gidi thieu cua ban be va gia dinh de mua bao hiem? 65% khac tin ngudi quen va ban xa hoi Va ldi truyen mieng dang cang phat trien; Cac danh gia true tuyen duoc 88% ngudi tieu dung tin tudng cung nhu cac khuyen nghi ca nhan.Vdi nhung so nhu vay, ban r r •> se nghi cac bai danh gia true tuyen se co anh hudng den thi trudng bao hiem nhan tho khdng? Tuy nhien, hon 70% cac dai ly bo qua trang web danh gia true tuyen, xep hang Danh gia true tuyen dang anh hudng den cac cong ty bao hiem du ho dang chu y hay khdng Trong tat ca cac y tudng tiep thi cho cac dai ly bao hiem de thu vao nam 2016, gidi thieu true tuyen xep hang kha cao ❖ Sir dung noi dung video de tao ket noi ca nhan khac Vao thang nam 2014, ngudi dung Internet da xem 46,6 ty video mot thang, vi vay khdng co gi ngac nhien 76% cac nha tiep thi B2B va 74% cac nha tiep thi B2C dang san xuat noi dung video Tren thuc te, 68% cac nha tiep thi B2B va 73% cac nha tiep thi B2C noi rang video la loai noi dung hieu qua nhat cua ho Nhung lieu noi dung video thuc su co hieu qua doi vdi cac cong ty bao hiem nhan tho? 103 Mot so co quan bao hiem phat trien nhanh nhat su dung video tren trang web cua ho de tiep thi va cung cap san pham: 52% su dung video cho ldi review cua khach hang 48% su dung video de giai thich cac loai va muc bao phu Nhung y tuong khac bao gdm su dung video de: Gidi thieu co quan cua ban, cung nhu cac dai ly mdi Giai thich cac san pham va dich vu Cung cap mot tuyen bo su menh cua doanh nghiep Chao mung khach hang mdi Chay phieu mua hang khuyen mai Chuc mung sinh nhat, tdt nghiep Cdng ty bao hiem nhan tho Vietinbank Aviva cd the xay dung noi dung video ve mot cua chuyen cam dong chu yeu phuc vu gidi thieu thuong hieu va kem them mot sd thdng tin vdi muc dinh khac nhu gidi thieu y nghia cua bao hiem nhan tho, gidi thieu san pham mdi thdng qua hinh thuc dang len trang web cua cdng ty, gui qua email hoac cac kenh truyen thdng xa hoi khac Dau tu nhieu hon vao cac noi dung truyen cam Qua bai thdng ke va phan tich tren cd the thay duoc hap dan va sue anh hudng cua dang noi dung den ngudi tieu dung, la mot nhung each tdt nhat de tang gia tri ly tinh cam xuc cua thuong hieu den khach hang De tang luong tuong tac cho bai viet, thuong hieu co the ket hop chia se quotes vdi viec keu goi ngudi doc A A chia se cau chuyen thuc te hay thach thuc hanh dong cu the de tang tac dung truyen cam cua thdng diep ❖ Long ghep viec gidi thieu san pham cung cac dang noi dung khac Gidi thieu san pham cung cac dac tinh ndi bat hau nhu la mot nhung muc tieu cor ban nhat cua Facebook Fanpage cua Cdng Ty Tuy nhien, bai viet thuan ndi ve san pham thuong khdng tao duoc tuong tac cao De khac phuc dieu nay, A ’ Vietinbank Aviva cd the ldng ghep mot each kheo leo viec gidi thieu san pham minigame, giveaway, chia se, 104 ❖ Thu-dug xuyen cap nhat va chia se cac each cham soc va bao ve sire khde hay mot thong tin bo ich mdi nhat Viec tao va dan dau xu huong khong edn la viec cua rieng nguoi noi tieng, influencer, nay, Facebook fanpage cua thuong hieu cung la mot nhung nguon dang tin cay tren mang xa hoi noi ma nguoi tieu dung tin tuong de tim doc cac thong tin bo ich F 3.3.5 Chu dau tir cho cdng cu tim kiem Co khoang 80 - 90% khach hang bay gio thuong kiem tra, danh gia san pham qua mang truoc ho xac dinh se mua mat hang nao Va so duoc du kien la se dupe tang len thoi ky hien dai hoa nay, no se khong ngung tang len cho den tat ca moi nguoi deu tim kiem cac san pham va dich vu true tuyen a r "Hay nhd rang, Quang cao qua cong cu tim kiem la mot qua trinh khong bao gio ket thuc" Jason Bayless, chu so huu cua BestSeoCompanies.com, mot trang web chuyen theo doi va xep hang hieu qua va dich vu cua nhieu nha cung cap quang r a ve phia truoc va cai thien vi tri cua ban thi ban dang mat di vi tri, khach hang., cho doi thu cua ban Do la mot thuc te don gian ma doanh nghiep nao cung phai biet" Dung de cho doi thu canh tranh cua ban vupt qua ban bang each quang cao qua cong cu tim kiem cho website cua ho Dau tu vao quang cao qua cong cu tim kiem bay gib la dieu quan hon quang cao qua cac cong cu tim kiem bay gib neu quan tarn den viec cong viec quang cao thuong hieu mot each rong rai Do chac chan la dieu quan nhat de no luc xay dung thuong hieu va niem tin cho khach hang Thuc hien quang cao qua cac cong cu tim kiem qua cac budc: - Dang ky vdi cdng cu tim kiem nhung tu khoa khach hang can Khi nguoi tim kiem go vao cdng cu tim kiem neu dung vdi tu ma doanh nghiep bao hiem da dang ky thi mau quang cao cua ban se dupe hien thi 105 - Toi uu hoa cong cu tim kiem : La each thuc dua trang web len thu hang cao danh muc cac ket qua tim kiem vdi nhung tu khoa muc tieu Vi du, vdi mot trang tin tuc ve bao hiem nhan tho, neu lam quang cao tdt, ngudi dung tim kiem nhung thdng tin lien quan den bao iem nhan tho, noi dung cua trang tin cua doanh nghiep bao hidm se len dau tien ket qua tim kiem Cac khao sat cua qudc te cho thay khoang 70% ngudi tim kiem khdng xem het qua trang ket qua dau tien, 97% khdng xem tdi trang ket qua tim kiem thu Vi vay, neu lam tdi uu hoa duoc quang cao qua cac cdng cu tim kiem tdt se tang duqc luong ngudi truy cap tu cac trang web tim kiem 106 DANH MUC TAI LIEU THAM KHAO Nguyen Van Dinh(2009), Giao trinh quan tri kinh doanh bao hiem, NXB DH Kinh Te Quoc Dan Dang Van My (2008), Gop phan nghien cuu chien luoc hien dien tren web cua cac DN Viet Nam thdi dai thuong mai dien tu, Tap chi Khoa hoc va Cong nghe - Dai hoc Da Nang, so6(29), trang 110-120 Kent Wertime, Ian Fenwick (2008), Tiep thi so - Huong dan thiet yeu cho truyen thdng moi va Digital Marketing, NXB Tri Thuc, HaNoi Nguyen Dang Hau (TS) (2004),Giao trinh Kien thuc thuong mai dien tu, NXB Dai hoc Quoc gia, Ha Noi Nguyen The Quang (2011) - E-Marketing cho DN vua va nho thdng qua bo ba cong thdng tin ho tro xuat khau cua Bo cdng thuong - Luan van tot nghiep Thac sy - Chuang trinh cao hoc quan tri kinh doanh quoc te,DHQG Tran Minh Dao (GS.TS.) (2012), Giao trinh Marketing can ban, NXB Giao duc Viet Nam, Ha Noi Luu Dan Tho- Ton That Hoang Hai (2015), Thuong mai dien tu hien dai, NXB Tai Chinh Alpesh shah- Burjor Dadachanji (2014), Insurance @Digital-20X by 2020, BCG Group World Insurance Report(2016), WIR 10 Philip Kotler(2007), Marketing Management, NXB Lao dong xa hoi 11 Pham Hong Hoa (2013), Quy trinh ung dung Internet Marketing tai cac doanh nghiep vua va nho Viet Nam, Luan an Tien si kinh te, Dai hoc Kinh te Quoc dan, Ha Noi 12 Kent Wertime & Ian Frenwick (2009), Tiep thi so - huong dan thiet yeu cho \ r truyen thdng moi va Digital marketing, ban dich tieng Viet cua Tin Viet, hieu dinh Le Thuy Hanh, nha xuat ban Tri thuc, Ha Noi 107 13 Damian & Calvin Jone (2009), Understanding Digital Marketing — Marketing strategies for engaging the digital generation, London and Philadelphia 14 https://www.aia.com.vn/vi/gioi-thieu-ve-aia/goc-bao-chi/tin-tuc/2014/iPoS- ung-dung-cong-nghe-dot-pha-cua-AIA.html 15 http.7/tinnhanhchungkhoan.vn/bao-hiem/bao-hiem-nhan-tho-bay-cung-cong- nghe-so-150348.html 16 http://vietnamnet.vn/vn/kinh-doanh/bao-hiem-nhan-tho-bat-dau-cuoc-choithuong-mai-dien-tu-342791 html 17 https://www.dai-ichi-life.com.vn/hoat-dong-kinh-doanh/news/305/ ! 156 18 https://www.facebook.com/VietinAvivaLife/ 19 https://www.facebook.com/manulifevietnam.vn/ 20 https://www.facebook.com/BaoVietNhanTho.official/ 21 https://www.baovietnhantho.com.vn/ 22 https://vcli.vn/vi 23 https://luattaichinh.wordpress.com/2016/11/26/digital-marketing-trong-ngn- hng-kinh-nghiem-quoc-te-v-khuyen-nghi-cho-ngn-hng-thuong-mai-vietnam/ 24 https://baohiemstore.com/thi-truong-bao-hiem-viet-nam-tong-quan/ 25 http://www.iav.vn/ 26 http://www.mof.gov.vn/webcenter/portal 27 https://thebank.vn/blog/8885-tim-hieu-ve-cac-cong-tv-bao-hiem-nhan-tho- tai-viet-nam.html 28 http://tinnhanhchungkhoan.vn/bao-hiem/cong-nghe-dang-thay-doi-nganh- bao-hiem-nhan-tho-159128.html 29 http://www.marketingchienluoc.com/25569-cac-yeu-td-anh-hurong-den- hanh-vi-mua-cua-ngudi-tieu-dung 30 Aviva.uk.com Kinh thua Quy vi! Nhirng nghien ciru gan day da cho thay hau het cac doanh nghiep kinh doanh bao hiem nhan tho deu chua tan dung hieu qua cac cdng cu lam Marketing tren moi trudng Internet - nhung cdng cu vd cung “re tien ” md mang lai lai ich ldn cho doanh nghiep Vdi mong muon cd the dua cac gidi phap tdng cudng ung dung marketing dien tir linh vuc kinh doanh bao hiem nhan tho, chung tdi dang thuc hien mot cuoc khao sat nham danh gid tinh hinh nhan dien thuong hieu cua Cdng ty TNHH BHNT Vietinbank Aviva thdng qua cac hoat dong Marketing dien tir Kinh mong Quy vi giup dd chung tdi, bang each tra ldi vao bang cau hoi dudi day Moi thdng tin chi mang tinh chat nghien cuu, do nd se duac giir bi mat vd dam bao tinh bat dinh danh neu cdng bo cac ket qua xir ly dulieu Moi thde mac xin lien he: Nguyen Thi Ha Li- dt 0947.999.496 Xin chan cam an su hop tac cua Quy vi! Anh chi da biet ve Cdng ty TNHH Bao Hiem Nhan Tho Vietinbank Aviva chua? □Khdng □Co Neu co anh/chi vui ldng tra ldi cac cau hoi tiep theo! Cau 1: Anh/chj biet ve Cdng ty BHNT Vietinbank Aviva qua phuong thfre ndo? □ Quang cao tren Internet ( Xin di tdi cau 2) □ Quang cao qua ngan hang Vietinbank □ Quang cao in an (td roti/poster dan ) □ Quang cao tren cac phuong tien ngoai trdi □ Tai tro/ to chuc cac su kien □ Cac hinh thuc quang cao khac Cau 2: Anh/ chj biet ve Vietinbank Aviva qua hinh thuc ndo tren Internet? O Trang web cdng ty OTrang truyen thdng xa hoi (Facebook, Youtube, blog ) OKhac Cau 3: Anh chj cd de ddng tiep can cdc trang thdng tin cua Vietinbank Aviva khdng? □ De dang QB inh thudng □Kho Cau 4: Theo anh chj, thdng tin tren trang web Vietinbank Aviva ma anh/chj nhan diryc co day du khdng? (Chi hoi vori cac DN tra lai “khong" a cac cau hoi 2,4,9- tuc la chua cd bat ky hoat dong IM nao) □ Sosai □Tuong doi l't OB inh thuong OTot □Rattot Theo anh/chj Vietinbank Aviva can cai tien them thong tin gl tren trang web de hoan thien han? '! ■• - _ - ‘ ■ -A X ■ ■ i ■ • ■ • □ Co gang giai thieu that chi tiet ve SP va DN □ □ Bo sung them chuc nang cho trang Web (ban hang, gio hang, toan true tuyen ) Thiet ke lai cho dep va bat mat □Ket noi vai cac trang mang khac □Dua them cac khuyen mai trang len web □ Cu nguoi chuyen trach de tuong tac va trao doi true tuyen vai KH, doi tac tren website □Gia tang loi ich cho nguoi vao trang web (phan mem, thong tin, giai tri ) □Co ke hoach noi dung cu the cho trang web cho no hap dan va thu hut khach hang Dong gop cu the cua anh/chi Cau 5: Theo anh chj, thdng tin tren trang truyen thdng xi h$i (Facebook, Youtube )m& anh chj bi&cdd&y du khdng? (Chi hoi vdi cac DN tra lai “khong" d cac cau hoi 2,4, 9-tucldchua cd bdt ky hoat d$ng IM nao) □Sosai □Tuong doi it □Binh thuong OTot □Rattot Theo anh/chi Vietinbank Aviva cdn cai tien them thdng tin gi tren trang truyen thdng xa hpi (Facebook, Youtube ) dd hoan thien han? □ Co gang gidi thieu that chi tiet ve SP va DN Bo sung them chuc nang cho trang truyen thong xa hoi (ban hang, gid hang, toan true tuyen ) □ □ Thiet ke lai cho dep va bat mat □Ket noi vdi cac trang mang khac □Dua them cac khuyen mai trang len trang truyen thong xa hoi □ Cu ngudi chuyen trach de tuong tac va trao doi true tuyen voi KH, doi tac tren trang trueyenf thong xahoi □Gia tang loi ich cho ngudi vao trang truyen thong xa hoi(phan mem, thong tin, giai tri ) □Cd ke hoach noi dung cu the cho trang truyen thong xa hoi cho nd hap dan va thu hut khach hang Dong gop cu the cua anh/chi Xin chan cam ffn sic tragiup cua Quy vi va kinh chuc Quy vi edng! Tur nitin Document Viewer Turnitin Originality Report Processed on: 04-Dec-2017 17:18 +07 ID: 889725957 Word Count: 37030 Submitted: Luan van thac si Nguyen Thi Ha Li By Li Nguyen Thi Ha 1% match (Internet from 28-Aug-2015) Similarity by Source Similarity Index 10% Internet Sources: Publications: Student Papers: 9% 0% 6% http://www.khoabaohiem, neu.edu, 1% match (student papers from 26-May-2017) Submitted to University of Colorado, Denver on 2017-05-26 1% match (Internet from 28-Jun-2016) http://buzzmetrics, com