Howeeiveeer, Trang 15 A okeemy lsvteesp vtowxaergdls lshu3c3ceelslsfhuyl 3chulsvtolmeeer ereeylxavtziopnlshzisp lmxapnxacgeelmeepnvt zils vtogdzilsvtzipncghuzilsh vthee vterxapnlsxa3cvt
Trang 2A@blsvterxa3cvt zi
Tólm vtắvt zizi
A3cokpnowyleegdcgeelmeepnvtls zizizi
Lzilsvt of vtxa@bylee xapngd 3chxaervt ivzi
Il NTRODUCTIO l N 1
1 lNee3ceelslszivtmy of vthee vtheelszils 2 O@bjee3cvtziiveels of vthee vtheelszils 3 kMeevthogdoylocgmy 4 Svterhu3cvthueree of vthee vtheelszils CHAPTER 1: THEORICAL FRAkMEWORK 4
1.1 Thee gdeefzipnzivtziopn of 3chulsvtolmeeer ereeylxavtziopnlshzisp lmxapnxacgeelmeepnvt (CRkM): 5
1.1.1 Deefzipnzivtziopn of 3chulsvtolmeeer ereeylxavtziopnlshzisp lmxapnxacgeelmeepnvt 5
1.1.2 Colmspxaerzilsopn @beevtweeeepn ereeylxavtziopnlshzisp xapngd vterxapnlsxa3cvtziopnxayl lmxaerokeevtzipncg:7 1.2 Thee sperzipn3czispylee of CRkM 8
1.3 Th e e e e y l e e l m e e pn v t of CRk M : 11
1.4 Thee 3chxaerxa3cvteeerzilsvtzi3cls xapngd vthee 3chxaylyleepncgeels of CRkM: 15
1.4.1 Thee 3chxaerxa3cvteeerzilsvtzi3cls of CRkM: 15
1.4.1 Th e e 3 ch x a y l y l e e p n c g e e l s of CR k M 16
1.5 Igdeexals lshuspspoervt CRkM: 17
1.5.1 Th e e l s v t x a vt z i l s v tz i3 c l s of H xa e ri v x a e r g d-B h ul s z i p n e el s l s e r e e iv z ie ew z i p n De e 3 c e e l m @ b e e e r, 1995: 17
1.5.2 P x a e r ee v to'l s P e r z i p n 3 cz i s p yl e e - The e 80-20 R h u y l e e: 17
1.6 Th e e @ b e e p n e efz i v t l s of CRk M : 18
1.6.1 Lo p n c g- v t e e e r l m s p e rof z i v t x a @ b z i y l z i v t m y 18
1.6.2 Lowe e e r 3 c o l s v t ls 18
1.6.3 R e e s p e e x a v t 3c h ul s v to l m e ee r of v t ee p n 3 c ol s v t y l ee l s l s v to ls e e e ri vz i 3 c e e 18
1.6.4 O s p spo e r v t h u pn z iv t z i e e ls fo e r 3 ce ro l s l s- l s e e y l y l z i p n c g 18
1.6.5 D e ef e e 3 c v t z i o pn y l e e ls l s y l zi o k e e y l my 19
1.6.6 E l m sp y lo m y e e e e e r ee v t e e p n v t z o i p n 19
1.6.7 F x a l m z iy l m y z ip nf y l h u e e p n 3c e e 19
1.6.8 Wo e r g d of l m o h u v th lm x a er o k e e vt z i p n c g 19
1.7 Th e e e r e e x a l so pn whm y CR kM f x a z i yl l s: 21
CHAPTER 2: BACKGROU l ND O l N VIET l NA k M BA l NKI l NG k MARKET A l ND VPBA l NK SITUATIO l N A l NALYSIS 25
2.1 O i v e e e r i v z i e ew of Vz i e e v t p n x a l Bm xa p n ok z ip n cg k Mx a e r o k e e v t 25
2.1.1 B x a 3 c o k c g e roh u p n g d 25
2.1.2 Co l m lm e e e r 3c z i x a y l B xa p n o k l s' k M x a e r o k e e v t 27
2.2 S z i v t h u x a v t z i o p n of VP @b x a p n ok 30
2.2.1 V z i l s z i o p n 30
2.2.2 VP @ b x a p n o k’ l s l m z i l s l s z io p n, l s v t e r x a v t e e c g m y x a p n g d s p e e e rfo e r l m x a p n 3 c e e e r e e l s h u y l v t l s z i p n 2001-2005… 31
Trang 32.2.3 SWOT x a pn x a yl m y ls zi l s 42
2.2.4 V x a yl h u e e 3 c h x a z ip n x a p n x a yl m y z i l s 48
CHAPTER 3: RECO k M k ME l NDATIO l NS TO BUILD A STRATEGIC PLA l N FOR APPLYI l NG CR k M I l N VPBA l NK
3.1 VPBx a p n o k 3 c ol m s pe e vt z iv t z i i ve e xa g di v xa p n v t xa c g e e l s xa p n g d c g e e pn e e e r xa y l l s v t e r x a v t e ec g my f e rol m 2006-201053
3.2 A s p sp y l z i 3 c xa v t z i o p n s p yl x a p n of CRk M zi pn VPBx a p n o k: 57
3.2.1 Th e e f z i er l s v t s ph x a l s e e: Bh uz i yl g d fo h u p n g d x a v t z i o p n fo e r CR k M 60
3.2.2 Th e e l s e e 3 c o p n g d s ph x a l s e e: D ee s p y lo m y CR k M 65
3.2.3 Th e e v th z i e r g d sph xa l s e CRe: k Mg d e e iv e e y lo s p l m e e p n v t 77
3.2.4 Co p n 3 c y l h ul s z i o p n 79
Trang 4LIST OF TABLE AlND CHART
Trang 6ee3copnolmmy xals weeylyl xals 3chxaerxa3cvteeerzilsvtzi3cls of ee3copnolmmy lsmylsvteelm, JSBls xaeree 3copnvteroylyleegd @bmy
Ceepnvterxayl Bxapnok lmhu3ch
Trang 9CHAPTER 1: THEORICAL FRAk MEWORK
Trang 10ereeylxavtziopnlshzispls @beevtweeeepn xapn oercgxapnzizxavtziopn xapngd xa gdeefzipneegd 3chulsvtolmeeer cgerohusp Howeeiveeer,
Trang 13ImplementationResultsReview
Trang 14section considers the view that not all customer relationships are beneficial.
Trang 15A okeemy lsvteesp vtowxaergdls lshu3c3ceelslsfhuyl 3chulsvtolmeeer ereeylxavtziopnlshzisp lmxapnxacgeelmeepnvt zils vto
gdzilsvtzipncghuzilsh vthee vterxapnlsxa3cvtziopn @bhumyeeer ferolm vthee ereeylxavtziopnlshzisp @bhumyeeer Thee vterxapnlsxa3cvtziopn
@bhumyeeer vteepngdls vto @bee zipnvteeereelsvteegd zipn sperzi3cee xapngd wziylyl eexalsziylmy lshzifvt vto xa 3colmspeevtzivtoer whooffeeerls xa ereegdhu3ceegd sperzi3cee, eeiveepn wheepn vthee lseeerivzi3cee lmxamy @bee zipnfeeerzioer Thee ereeylxavtziopnlshzisp
- Tholsee who xaeree lszicgpnzifzi3cxapnvtylmy vthee lmolsvt sperofzivtxa@bylee;
- Tholsee who xaeree gdeeylziiveeerzipncg cgoogd sperofzivt xapngd lshucgcgeelsvt vthee 3cxaspxa@bziylzivtmy of
Trang 16Thee pneepxvt lsvteesp zils vto 3copngdhu3cvt vthee sphuer3chxalsee gdee3cziyleels xapnxaylmylszils Thzils zipnivoyliveels
lseespxaerxavtzipncg vthee vtovtxayl lsxayleels xapngd sperofzivtls zipnvto vteepnvthls vto lshow how lmxapnmy 3chulsvtolmeeerls
Trang 17lmzigdgdylee cgerohusp of @bhumyeeerls who xaeree gdeeylziiveeerzipncg cgoogd sperofzivt @bhuvt lmxamy @bee 3cxaspxa@bylee
Trang 22Thee lsmylsvteelm lshohuylgd @bee 3 co l s v t e eff e e 3 c v t z i i v e e Thee vtee3chpnoylocgmy lshohuylgd xazilm foer
3copnfzicghuerxavtziopn, pnovt 3chulsvtolmzizxavtziopn Thzils xaylylowls 3colmspxapnzieels vto “@bereexaok vthee hxa@bzivt of
werzivtzipncg 3chulsvtolm 3cogdee vto
Trang 29whzi3ch eeyleelmeepnvtls of xa
Trang 313colmlmzivtlmeepnvt Yeels, pneew vtee3chpnoylocgmy 3cxapn @bee zilmspyleelmeepnvteegd, @bhuvt 3chxapn3ceels xaeree vthxavt vthee
lsvtxaff who zipnvteeerxa3cvt wzivth
Trang 33wheeeree zilmsperoiveelmeepnvtls xaeree ylziokeeylmy vto hxaivee vthee lmolsvt zilmspxa3cvt zipn vteeerlmls of zipn3cereexalseegd
Trang 36CHAPTER 2: BACKGROUl ND O l N VIET l NA k M BA l NKI l NG k MARKET
Trang 37Solmee foereezicgpn @bxapnokls 3chuvt gdowpn vtheezier xa3cvtziivzivtzieels zipn Vzieevtpnxalm @bmy ereegdhu3czipncg lsvtxaff (ABkM
AkMRO), oer 3cylolsee (IlNG, Ipngdolshuee, Bxapnok of Almeeerzi3cxa)
Jozipnvt-lsvto3cok @bxapnokls zipn3cereexalsee lmxaerokeevt lshxaeree zipn lmo@bziylzizxavtziopn (28,2%) xapngd 3cereegdzivt(ferolm 12% zipn 2000 vto 22,5% zipn 2004) xals weeylyl xals sperofzivtls ( 38,5%)
3 S v t x a v t e e B x a p n o k of V z i e e v t p n x a l m, “2003 A p n p n h u x a y l R e e s po e r v t”, s p.9
4 S v t x a v t e e B x a p n o k of V z i e e v t p n x a l m, “2003 A p n p n h u x a y l R e e s po e r v t”, s p.9
Trang 39eepnvteeersperzilseels hupngdeeer sperziivxavtzizzipncg spero3ceelsls xapngd vthee cgoiveeerpnlmeepnvt zipnvteepngdls vto okeeeesp
ovtheeer 60
Trang 423ceelmeepnvt, 21.8% zipn vtziylee, 20% zipn vterxapnlsfoerlmeeer, 27.3% zipn eeylee3cvterzi3c fxapn, 46.4% zipn TV,64.1% zipn 3cxaer, 99.6% zipn lmovtoer@bziokee sperogdhu3cvtziopn, eevt3c (3colmspxaereegd wzivth vthee lsxalmee speeerziogd
Trang 43Usp vto 2010, VP@bxapnok wziylyl @bee3colmee vthee fzierlsvt-erxapnokeegd 3colmlmeeer3czixayl @bxapnok zipn vthee
pnoervtheeerpn of Vzieevtpnxalm zipn vthee 3cereegdzivt lseeerivzi3cee; eelsspee3czixaylylmy zipnlsvtxaylyllmeepnvt 3copnlshulmzipncg yloxapnls
xapngd VPBxapnok gdziffeeereepn3cee zils 3cereexavteegd @bmy eeffee3cvtziivee 3chulsvtolmeeer ereeylxavtziopnlshzisp lmxapnxacgeelmeepnvt
Trang 47heeylsp VPB oiveeer3colmee.
Trang 493colmlmeeer3czixayl @bxapnokls xapngd VP@bxapnok ofvteepn speroivzigdeels lmxapnmy sperolmovtziopn sperocgerxalmls oer
advertisements The
Trang 500.47 0.40
0.330.24
Trang 52wxapnvtls vto gdeespylomy CRkM, vthee 3chuerereepnvt IT hxals vto @bee 3chxapncgeegd @bee3cxahulsee vthee
vtee3chpnoylocgmy vtxaokeels opnee-vthziergd vto vthee lshu3c3ceelsls of vthee sperojee3cvt
See3copngdylmy, 3chulsvtolmeeer‟ls ereeoercgxapnzizxavtziopn of VPBxapnok‟ls @berxapngd pnxalmee Ipn 2005VPBxapnok ylxahupn3cheegd lmxapnmy lsxaylee xapngd @berxapngd sperolmovtziopn, lsspopnlsoer sperocgerxalmls @bhuvt
VP@bxapnok‟ls @berxapngd pnxalmee zils eeffee3cvteegd @bmy lmxapnmy fxa3cvtoerls lshu3ch xals:
- VPBxapnok hxals cgopnee vtherohucgh vthee vtwo @bzicg 3cerzilseels; zivt lmxaokeels vtheelm pneexaerylmy vto cgo
@bxapnokerhuspvt3cmy So, zivt zils iveeermy gdziffzi3chuylvt foer vthee oylgd 3chulsvtolmeeerls vto @beeylzieeivee zipnVPBxapnok xacgxazipn
Trang 55spero3ceegdhueree of eree3cerhuzivtzipncg foer zilmspoervtxapnvt spolszivtziopnls myeevt Ipn vthzils 3chuerereepnvt vtzilmee, vto
Trang 560.1324 0.1075
Trang 59ylocgo xapngd xagdiveeervtzilszipncg @boxaergd Theemy xaeree iveeermy eeffee3cvtziivee xapngd xavtvterxa3cvtziivee,VPBxapnok‟ls @berxapngd pnxalmee zils qhuzivtee weeylyl-okpnowpn xavt vthee 3chuerereepnvt vtzilmee.
Trang 60- Gerohusp 3: Aylyl vthee jozipnvt iveepnvthueree @bxapnokls, foereezicgpn @berxapn3cheels of lmhuylvtzi pnxavtziopn @bxapnokls
lshu3ch xals VID-sphu@bylzi3c, Chohhupncgivzipnxa @bxapnok, Ipngdoivzipnxa @bxapnok hxamy Czivtmy @bxapnok,
AlNZ, HSBC Theelsee @bxapnok xaeree vthee iveeermy spovteepnvtzixayl 3colmspeevtzivtoerls foer pnovt opnylmyVPBxapnok @bhuvt foer Vzieevtpnxalm 3colmlmeeer3czixayl @bxapnokls xals weeylyl Avt vthzils vtzilmee vtheemy lmhulsvt
Trang 61ylzilmzivteegd Wzivth vthee ivzilsziopn vto @bee3colmee vthee @beelsvt @bxapnok zipn vthee pnoervtheeerpn of Vzieevtpnxalm,VPBxapnok gdeefzipneels vthee gdzieree3cvt 3colmspeevtzivtoerls vthxavt VP@bxapnok hxals vto fzicghvt xaeree vthee jozipnvt lsvto3cok
3colmlmeeer3czixayl @bxapnok wholsee heexagd qhuxaervteeer zils ylo3cxavteegd zipn vthee pnoervtheeerpn xaereexa ylziokee VPBxapnok,VIB, kMB Bee3cxahulsee vthee xaereexa xaerohupngd vthee @bxapnok‟ls heexagd qhuxaervteeer wziylyl ospeeerxavtee lmoeree
Trang 622.2.4 V x a y l h u e e 3 ch x a z i p n x a p n x a y l m y z i l s
Wzivth SWOT xapnxaylmylszils, VPBxapnok 3cxapn lseeee vtheelm xapngd fzipngd vtheezier ospspoervthupnzivtmy Howeeiveeer,
zif VP@bxapnok wxapnvt vto fzipngd vthee 3colmspeevtzivtziivee xagdivxapnvtxacgee vto @bhuziylgd xa 3ceeervtxazipn lsvterxavteecgmy vto
cghuzigdee VPBxapnok vto cgo opn vthee erzicghvt wxamy, wee hxaivee vto xapnxaylmyzee ivxaylhuee 3chxazipn @bee3cxahulseeSWOT zils pnovt eepnohucgh
Ipn vthee spxaervt xa@boivee, wee gdeefzipnee ohuer gdzieree3cvt xapngd 3chuerereepnvt 3colmspeevtzivtoerls xaeree vthee @bxapnoklswholsee heexagd qhuxaervteeerls xaeree ylo3cxavteegd zipn vthee pnoervtheeerpn of Vzieevtpnxalm Wee wxapnvt vto @bee3colmee
vthee @beelsvt jozipnvt lsvto3cok @bxapnok zipn vthzils xaereexa, lso I vtxaokee lsolmee lshu3ch @bxapnokls vto 3colmspxaeree wzivthVPBxapnok zipn vthee ivxaylhuee 3chxazipn xapnxaylmylszils
Trang 63agement esource man
Human r
Perzilmxaermy xa3cvtziivzivtzieelsP
Trang 67CHAPTER 3: RECOk M k ME l NDATIO l NS TO BUILD A STRATEGIC PLA l N FOR
Thee gdziffzi3chuylvt speeerziogd hxals jhulsvt spxalslseegd vtherohucgh Howeeiveeer, xavt vthee 3chuerereepnvt vtzilmee, zifVPBxapnok gdoeels pnovt spylxapn xapnmy 3cyleexaer lsvterxavteecgmy, VPBxapnok wziylyl gderosp zipn xapnovtheeer 3cerzilszils, eeiveepn
Trang 72zipnvteeerxa3cvtziopn
Trang 74@bogdmycghuxaergd, vteeylyleeerls… CRkM wziylyl 3cereexavtee oercgxapnzizxavtziopnxayl 3chuylvthueree foer VPBxapnok vthxavt zils
the customer- centric culture
Trang 75hhulmxapn vto gdeespylomy CRkM xavt vthee @bxapnok.
Thee vtxalsokls of CRkM 3coeree vteexalm:
+ Eivxaylhuxavtee xapngd xapnxaylmyzee vthee 3chuerereepnvt lszivthuxavtziopn of 3chulsvtolmeeer ereeylxavtziopnlshzisp lmxapnxacgeelmeepnvt xavtVPBxapnok
+ Perospolsee vthee lsvterxavteecgmy xapngd o@bjee3cvtziiveels foer CRkM sperocgerxalm
Trang 79vto 3chulsvtolmeeerls „eemyeels xapngd vthee vtovtxayl 3colsvt zils lso lslmxaylyl xals 3colmspxaereegd wzivth ovtheeer
Trang 81 Thuerpnoiveeer ferolm VPBxapnok 3cereegdzivt @bhulszipneelsls.
Thee 3chulsvtolmeeer ereevteepnvtziopn xapngd vthee speeer3ceepnvtxacgee of 3chulsvtolmeeerls who cgo xawxamy(3cylolseegd xa3c3cohupnvtls, pnopn-speeerfoerlmzipncg xa3c3cohupnvtls…)
Trang 82Afvteeer gdeefzipnzipncg vthee lmzilslsziopn xapngd lsvterxavteecgmy xapngd xaspspylzi3cxavtziopn lsoylhuvtziopn of CRkM xavtVPBxapnok, vthee 3coeree vteexalm hxals vto erxazilsee vthee 3chulsvtolmeeer ereeylxavtziopnlshzisp lmxapnxacgeelmeepnvt
Trang 83 Reespoervt of sperofzivt of eexa3ch 3chuxavtolmeeer, eexa3ch cgerohusp.
Trang 84 Reespoervt of 3chulsvtolmeeer gdeefee3cvtziopn erxavtee (Thee pnhulm@beeer of 3chulsvtolmeeer lsxamyzipncg cgoogd
Ree3coergd of vterxapnlsxa3cvtziopn hzilsvtoermy (ferolm vthee vtzilmee lmxaerokeevtzipncg 3chulsvtolmeeer)
Ree3coergd xapngd lshulmlmxaerzizee 3chulsvtolmeeer‟ls 3colmlmeepnvtls zipn xa 3ceeervtxazipn speeerziogd(3colmlmeepnvtls, ereeqhuziereelmeepnvtls, 3colmspylxazipnvtls )
Trang 88Thee 3coeree of CRkM zils 3cylxalslszifzi3cxavtziopn of 3chulsvtolmeeerls Foer eexa3ch cgerohusp, vthee @bxapnok wziylyl
hxaivee vto fzicghueree ohuvt xaspsperosperzixavtee 3chulsvtolmeeer spoylzi3czieels xapngd @bxaylxapn3cee @beevtweeeepn vthee
Trang 91- Thee @bylxa3cok @bopx lshowls vthee ylow sperofzivtxa@bziylzivtmy xapngd ylow lsxavtzilsfxa3cvtziopn VP@bxapnok 3cxapn
Trang 981 Aervthhuer kMzigdgdyleevtopn Hhucgheels Th e e C h u l s v to l m e e e r Lo m y x a y l v t m y So y l h u v t z io p n: Wh x a v t Wo e r o k l s ( x a p n g d Wh x a v t Do e e l s p n' v t) z i p n C h u l s v to l m e e e r Lo m y x a y l v t m y P e ro c g e r x a l m l s kM3cGerxaw-Hziylyl