' ' \~.,:k BQ GIAO Dl)C VA DAO Tl}O TRu'dNG Dl}I HOC KINH TE TP HO cHi MINH :;t ': ( -C!6'* ro I • • ~1, "-' "' ' DANG THI TUYEN ~ ? ~ GIAI PHAP MARKETING NHAM ? NANG CAO HI~U QUA HO~ T DONG ? ' CUA NGANH KINH DOANH AI BAOHIEMNHANTHO TAl VIETNAM A A ? A A A CHUYEN NGANH: MA s6: , LU~N • ~ ,~ ~!-':J.1 ~ ,_ TTT-fR'fl> T£"1 , A "" BQ GIAO f'l)C VA CAO TAO TRlicJNG £)1-f KINH TE TP.HCM QUAN TRJ KINH DOANH 5.02.05 - "" """ VAN T~C SI KINH TE ~ ' KHOA HOC: GS,TS HOD (j CHUNG • " THUVI~N s-/1~-61 ~ -'' ~ , TP HO CHI MINH- Nam 2004 , ' - MT)CLT)C Trang MdDAU l ? , ~ A ? A? Chtio'ng 1: Cd Sd LY LU;}N VE MARKETING DJCH Vl)- BAO HIEM .4 , • quat , ve;, d'!C h Vl;l - b?ao h',? Iem - b?ao h',? 1em n hAan th 1 Kh a1 1.1.1 Khai quat v€ dich Vl;l · '' quat , ve;,b?ao hi,?em va'b'ao h',? a1 1em nhAan th9 112Kh 1.2 Co sd ly lu~n v€ Marketing dich Vl;l - bfw higm 1.2.1 Khai nit$m Marketing 1.2.2 Ph an khuc thi tn.I'dng va h.fa Ch9n thi tn.tdng ml;IC tieu 1.2.2.1 Phan khuc thi trttdng 1.2.2.2 Lt!a ch9n thi trttdng ml;lc tieu 10 1.2.3 Marketing h6n hQp (Marketing - mix) 12 1.2.3.1 San phffm (Product) , ; 12 1.2.3.2 Gia ca (Price) 14 1.2.3.3 Phan phO'i (Place) 15 1.2.3 Xuc tie'n (Promotion) 16 1.2.3 Con ngttdi (People) 17 1.2.3.6 Quy trlnh (Process) 17 Chtio'ng 2: PHAN TICH MOl TRUONG HOi} T DQNG MARKETING CUA CAC ,.? CONG TY BAO HIEM NHAN THQ Tl}l VI~T NAM 18 A ? A A 2.1 Qua trlnh hlnh va phat trign ciia nganh BHNT t~i Vit$t Nam 18 2.2 Tlnh hlnh ho~t dong ciia cac cong ty BHNT t~i Vit$t Nam thdi gian qua 22 2.2.1 Tlnh hlnh ho~t dong kinh doanh 22 2.2.2 Tlnh hlnh ho~t dong d~u ttt 26 2.2.3 Nhung thu~n lQi va kh6 khan ho~t dong kinh doanh ciia cac cong ty ." 27 2.3 Phan tfch moi trttdng ho~t dong Marketing ciia cac cong ty BHNT t~i Vit$t Nam 28 2.3.1 Phan tich moi trttdng ben ngoai 28 2.3.1.1 Moi trttdng kinh te' 28 2.3.1.2 Moi trttdng lu~t phap 29 2.3.1.3 Moi trttCing dan s6 30 2.3.1.4 Moi tntong van h6a xa hoi 30 2.3.1.5 Moi tntong cong ngh~ 31 2.3.2 Phan tich moi tntong ben 31 2.3.2.1 Cac ye'u t6 Marketing-mix 31 2.3.2.2 Cac ngu6n hfc 37 2.3.3 Phan tfch SWOT 38 2.3.3.1 Bi~m m~nh (Strength) 38 2.3.3.2 Bi~m ye'u (Weakness) ; 39 2.3.3.3 Co hoi (Opportunity) 39 2.3.3.4 Nguy cd (Threat) 40 ? ~ ,/' A ? A A Chtiong 3: GIAI PHAP MARKETING NHAM NANG CAO HI~U QUA HO~ T DQNG CUA NGANH KINH DOANH BAO HIEM NHAN THQ T~I VI~T NAM .41 ? ? ' A? A .,- A 3.1 Phan khuc thi tntong va llfa chQn thi tntong ffil,IC tieu 41 3.1.1 Phan khuc thi tn.tong 41 3.1.2 Llfa chQn thi tntong mlJc tieu 43 3.1.3 Binh vi san phffm 44 3.2 Cac can ell' xay dlfng giai phap 45 3.2.1 Binh huang phat tri~n nganh bao hi~m cua Chfnh phil 45 3.2.2 Ml,lc tieu kinh doanh cua nganh BHNT de'n nam 2010 46 3.2.3 Cac phan tich v€ moi tru'ong Marketing, phan tfch SWOT va thi tru'ong mlJc tieu : 46 3.3 Giai phap Marketing h6n hqp 48 3.3.1 Chinh sach san phffm : 48 3.3.2 Chinh sach gia 49 3.3.3 Chinh sach phan ph6i 50 3.3.4 Chinh sach xuc tie'n 52 3.3.5 Chinh sach ngttoi 54 3.3.6 Quy trinh 57 3.4 Kie'n nghi 58 KETLU~N 60 ' A ? TAl LI~U THAM KHAO 61 PHT) LT)C 62 , ? ~ ~ DANH Ml)C CAC BANG, BIEU DO Trang Blmg Cac doanh nghi~p BHNT tq.i Bang S6 htt ca nhan hay t6 chuc cha'p nh~n dong gop cho doanh nghi~p bao hi6m m('>t khoan ti~n nha't dinh (gQi la phi bao hi6m) va d6i l';ti doanh nghi~p bao hi6m cam k~t se tra m('>t s6 ti~n thoa thu~n co sJ! ki~n bao hi6m xay lien quan d~n sinh m:;1ng va sue khoe ngttai 1.1.2.3 Cdc dijc tntng cd ban cua bdo hiim nhiin th(J: Thu nhtft, ht nam sau ll;li tai t\]C voi muc phi thay d6i qua cac nam Luqn win Th{lc sf Kinh tt- Dijng Thj Tuytn HDKH: GS,TS HO DUC HUNG Trang Thu hai, bao hi~m nhan th9 c6 hai chile nang: vua bao v~ vua tie't ki~m Ne'u nii xay ra, doanh nghi~p bao hi~m tra ti€n bao hi~m thi d6 la bao v~ ne'u khong c6 n.ii ro xay ra, ngu'oi du'