Nghiên cứu chiến lược kinh doanh của doanh nghiệp bảo hiểm Việt Nam đến năm 2011

wmmM^^m ;> E MBA PEOGRAM (lEMBA) cao hm Quim in ktnh doanh Quoc te I'HANG OS, 2007 INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chiro-ng trinh cao hoc Quan trj kinh doanh Quoc te LUAN VAN TOT NGHIEP NGHIEN CUU XAY DUNG CHIEN • LlTOC KINH DOANH • CUA DOANH NGHIEP BAO HIEM VIET NAM DEN NAM 2011 TA VAN CAN IEMBA#3 THANG 05, 2007 I N T E R N A T I O N A L EXECUTIVE MBA P R O G R A M (leMBA) Chirang trinh cao hoc Quan trj kinh doanh Quoc te BAN LUAN VAN NAY DlTOC N Q P C H O TRirdNG DAI HOC IRVINE (HOA KY) VA KHOA QUAN TRI KINH DOANH (TRU'CJNG BAN LUAN VAN LA M Q T DAI HOC QUOC GIA HA PHAN NQI) BAT BUQC TRONG CHUONG TRINH DAO TAO THAC SY QUAN TRI KINH DOANH QUOC TE THANG 05, 2007 Phe duyet cua Chifong trinh Cao hoc quan trj kinh doanh quoc te Chu nhiem chuang trinh Toi xac nhan rang ban khoa luan da dap ung duac cac yeu cau mol khoa luan tot nghiep thuoc chuong trinh dao tao Thac sy Quan tri kinh doanh Chu tich Hoi dong PGS.TSVii Tri Dung Chiing toi, ky ten duai day xac nhan rang chung toi da doc toan bo khoa luan va cong nlian ban khoa luan hoan toan dap ung cac tieu chuan cua mot khoa luan Thac sy quan tri kinh doanh Giao yiinhuang dan TSr'^u Xuan Quang Cac vien Hoi dong TS NGUYEN VIET ANH TS NGUYEN NGOC ANH TS.VU XUAN QUANG NCS HA NGUYEN DANH MUC CAC TlT VIET TAT BH Bao hiem BHVN Bao hiem Viet Nam BV Bao Viet BVNT Bao Viet Nhan thg BVVN Bao Viet Viet Nam NT Nhan tho PNT Phi nhan tho HDLD Hgp dong Lao dong GDP Tong thu nhap quoc dan CT Cong ty TCT Tong cong ty DN Doanh nghiep NN Nha nuac TSC Tru sa chinh KD Kinh doanh WTO To chuc Thuong mai The giai CSH Chii so hiru TS Tai san MUC LUC CHl/ONG 1: GI61 THIEU CHUNG LUAN VAN Trang 1.1 Ly lira chon de tai L2 Muc tieu va muc dich nghien cuu cua de tai 1.3 Pham vi nghien cuu ciia de tai 1.4 Phuong phap nghien cuu de tai 1.5 Nguon so lieu cua de tai 1.6 Y nghia cua de tai 1.7 Nhung han che cua de tai 1.8 Ket qua du kien 1.9 Ket cau luan van CHUONG II: CO SO LY LUAN CUA VIEC NGHIEN CU U VA XAY DUlVG CHIEN LUOC KINH DOANH 2.1 Chien luge va quan tri chien luge 5 2.2 Tam quan cua viec nghien cuu va xay dung chien luge kinh doanh 13 2.3 Phuang phap xay dung va danh gia chien luge kinh doanh 14 3.1 Phan tich moi tru&ng kinh doanh 15 2.3.2 Xac dinh nhiem vu, muc tieu chien luac 19 2.3.3 Dieu kien va nguyen tac thiit lap chien luac kinh doanh 21 2.4 Mo hinh phan tich va xay dung chien luge SWOT 22 2.5 Mo hinh phan tich va xay dung chien luge BCG 25 2.6 Tac dong gia nhap WTO den viec xay dung va thuc hien chien luge kinh 29 doanh CHU^ONG HI: PHAN TICH DANH GIA HIEN TRANG VA XAY DlTNG CHIEN LUOC KINH DOANH CUA BAG VIET VIET NAM DEN 33 NAM 2011 3.1 Giai thieu chung ve Bao Viet Viet Nam 33 3.1.1 Tong quan ve Bao Viet Viet nam 33 3.1.2 Tong quan ve thi tru&ng bao hiem Viet Nam giai dogn 2000-2006 49 3.2 Phan tich hien trang 55 3.2.1 Phan tich moi tru&ng ben ngodi 55 3.2.2 Phan tich moi tru&ng ben 58 3.2.3 Phan tich SWOT cua Bao Viet Viet Nam 66 3.2.4 Phan tich nghiep vu theo mo hinh BCG 70 3.3 De xuat giai phap chien luge 73 3.4.Viec trien khai va kiem tra danh gia thuc hien chien luge kinh doanh 83 CHU^ONG IV: KET LUAN VA KIEN NGHI 84 4.1 Ket luan 84 4.2 Mot so kien nghi 86 TAI LIEU THAM KHAO 88 DANH MUC BANG BIEU ChiroTig II: Bdng bieu: Bang 2.1: Quy trinh hoach dinh chien luge doanh nghiep Bang 2.2: Bang tong hgp moi truong kinh doanh 18 Bang 2.3: Bang ma tran mo hinh phan tich SWOT 24 Bang 2.4: Mo hinh phan tich BCG 27 ChiroTiglll: Sadd: So d6 3.1: Mo hinh Tap doan Bao Viet 36 So d6 3.2: Mo hinh to chuc Bao Viet Viet Nam 37 Bdng biiii Bang 3.1: Mot so chi tieu tai chinh cua Bao Viet Viet Nam 38 Bieu 3.1: Tang truong doanh thu, thi phan 2000-2006 38 Bang 3.2; Co cau doanh thu cac nghiep vu nam 2006 39 Bieu 3.2: Do thi co cau doanh thu cac nghiep vu nam 2006 39 Bieu 3.3: Do thi tang truong va thi phan bao hiem hang hoa 40 Bieu 3.4: Do thi tang truong va thi phan bao hiem Tau thuy 41 Bieu 3.5: Do thi tang truong va thi phan bao hiem Dau 42 Bieu 3.6: Do thi tang truong va thi phan bao hiem Hang khong 42 Bieu 3.7: Do thi tang truong va thi phan bao hiem Hoa hoan 43 Bieu 3.8: Do thi tang truong va thi phan bao hiem Xe co giai 43 Bieu 3.9: Do thi tang truong va thi phan bao hiem Con nguoi 44 Bang 3.3: Thi phan cong ty dung dau thj truong 51 Bieu 3.10: Thi phan cac doanh nghiep nam 2005, 2006 51 Bang 3.4: So sanh nang lire cac doanh nghiep BHPNT Viet Nam 60 Bang 3.5: Cac phuong an tang truong cua BVVN 74 Bang 3.6: Tang truong va doanh thu Bao hiem goc BVVN 2011 76 CHU^ONG 1: GI6I THIEU CHUNG LUAN VAN 1.1 Ly lya chon de tai; Bao hiem Viet Nam, gpi tat la Bao Viet Viet Nam (BVVN) la mot don vi hach toan doc lap true thuoc Tong Cong ty Bao hiem Viet Nam (Bao Viet) Dugc lap tir nam 1965, voi tren 40 nam kinh nghiep BVVN la doanh nghiep bao hiem phi nhan tho (PNT) so tren thi truong bao hiem Viet Nam hien xet ve ca quy mo von, thi phan, va kinh nghiem hoat dong Ngoai chuc nang kinh doanh BVVN dong vai tro tru cot viec dinh huong va dan dat thj truong bao hiem phi nhan tho a Viet Nam suot qua trinh hinh va phat trien Thuc hien chien luoc phat trien thi truong bao hiem Viet Nam den nam 2010 28/11/2005 Thu tuong Chinh phu da ban hanh Quyet dinh s6 310/2005/QD/TTg \h viec phe duyet De an co phan hoa Tong Cong ty bao hiem Viet Nam va thi diem lap Tap doan Tai chinh-Bao hiem Bao Viet Thuc hien Quyet dinh ciia Thii tudng Chinh phu, Bao Viet dang qua trinh chuyen doi mo hinh to chuc hoat dong tu mot Tong Cong ty nha nuoc tro mot Tap doan Tai chinh-Bao hiem hang dau a Viet Nam, thuc hien kinh doanh da nganh (bao hiem, ngan hang, chung khoan, quan ly quy, kinh doanh bat dong san ) kinh doanh bao hiem la nganh nghe kinh doanh chinh Hien theo tien trinh co phan hoa Bao Viet se dugc co phan hoa quy nam 2007 Bao hiem Viet Nam la mot doanh nghiep hach toan doc lap dugc tap doan me Bao Viet dau tu 100% von Chinh vi vay dat mot yeu cau moi chien luge phat trien kinh doanh den nam 2011 Truoc boi canh Viet Nam da tro thanh vien chinh thuc cua to chuc thuong mai the gidi (WTO), nen kinh te Viet Nam dang thuc hien 16 trinh md cua va hoi nhap sau hem vao nen kinh te the gidi Trong do, bao hiem la mot nhung nganh nghe kinh doanh phai md cua sdm nhat vao 01/01/2008, dieu dong nghla vdi viec thi trudng bao thudng thich dang cho nhung ddng gdp cua ca nhan Phan diu trd su lira chon so cua thi trudng lao ddng nganh bao hiem b, Thuong hieu: Bdo Viet Viet Nam; Slogan: *'Trdch nhiem v&i Cam kit*' c Qui md BWN din nam 2011; - Von dieu le: 1500 ty ddng - Thi phan doanh thu bao hiem gdc nam 2011: >=30% - Thi phan nhan tai bao hiem khdng kl doanh thu nhan tai cua VINARE: 30% Cdc phuang dn tdng trudng: Bang 3.5: Cac phuang an tang trudng BVVN Chi tieu Doanh thu bh gdc 2006 Phong an I Phong an Phong an 6.445 6.445 6.445 976.515 976.515 976.515 Doanh thu/GDP 2006 0.66% 0.66% 0.66% Tdng truang bq thi truong 2007-201J 22.5% 17.0% 22.5% Doanh thu bdo hiem goc thi trudng 2011 17779 14130 17779 1.975.000 1.975.000 1.975.000 0.90% 0.72 0.90% Doanh thu BVVN 2006 (ty ddng) 2.246 2.246 2.246 Doanh thu BVVN2011 (ty dong) 3667 4012 4820 ThiphdnBWN 20.6% 28.4% 27.0% Tdng trucmg TB Bdo Viet VN 2006-2011 10.3% 12.3% 16.5% GDP 2006 GDP danh nghTa 2011 Doanh thu bdo hiem goc/GDP - 74 Theo chien luge phat trien kinh te xa hdi, GDP danh nghTa cua Viet Nam nam 2011 se khoang 1.975 nghin ty ddng Neu doanh thu bao hiem gdc toan thi trudng tang trudng trung binh 22,5%/nam tuc la tuong duong giai doan 2000-2006 thi doanh thu gdc phi nhan thp nam 2011 toan thi trudng se dat khoang 18 nghin ty ddng chilm 0,9% GDP Tuy nhien, nlu thi tnrdng tang trudng trung binh d muc thap hon la 17% thi doanh thu nam 2011 chi khoang 15.000 ty ddng, chiem 0,72 GDP Nhu vay, doanh thu phi bao hiem phu thuoc vao nhilu yiu t6 dd cd ca tang trudng kinh te, dn dinh xa hdi va thu nhap cua ngudi dan D I thuc hien muc tieu giu thi phan tren 28% nam 2011, BVVN se tang trudng khoang 2/3 tang trudng chung thi trudng Nam 2005 va nam 2006, thi trudng dang cd dau hieu giam tdc tang trudng Neu thi trudng tang trudng theo phuong an thi BVVN phai tang trudng trung binh 12,3% nam Doanh thu nam 2011 khoang 4.012 ty ddng 75 Cdc chi tieu hoat ddng theo phuffng dn Bang 3.6: Tang triFang va doanh thu bao hiem goc BVVN nam 2011 Ngudn: BVVN Tang trudng Nam 2006 Tang trudng TB Doanh thu 2011 TB 5nam 06- (trieu d) 7nam 00-06 (trieu d) 11 Hdng hda 150.620 5.9% 221.310 8.0% Tau thuy 213.156 15.6% 392.726 13.0% Dau 30.409 21.6% 48.974 10.0% Hang khong 98.997 219.7% 199.118 15.0% Ky thuat 239.164 22.0% 481.044 15.0% Chay 227.385 15.9% 520.201 18.0% 38.018 14.8% 50.161 5.7% Xe ca giai 662.506 23.2% 1.167.562 12.0% Con ngudi 585.654 13.1% 930.410 9.7% 2.246.585 18.0% 4.011.506 12.3% Trach nhiem Tdng d Cac giai phap chien \\rac: - Phat triin thuong hieu Bdo Viet Viet Nam; Xay dung thuong hieu Bao Viet Viet Nam cd tinh ddc lap tuong ddi vdi thuong hieu Bao Viet va phan biet rd rang vdi cac thuong hieu nhanh khac nhu Bao Viet Nhan Tho, Bao Viet Chung khoan, Ngan hang Bao Viet La mot doanh nghiep hoat ddng kinh doanh ITnh 76 vuc djch vu nen vkn dl thuong hieu cua BVVN la rk quan trgng, nd quylt dinh din viec cdng cua doanh nghiep Trong thdi gian tdi BVVN ckn cd bd phan nghien cuu va quan tri thuong hieu chuyen nghiep Ddng thdi xay dung dugc chiin luge phat triin thuong hieu kip thdi dl sdm dinh vj thuong hieu BVVN - Qudn ly chdt luang; Co bo phan quan tri chat lugng chuyen nghiep Thuc hien dinh ky nghien cuu danh gia chk lugng dich vu cua BVVN Dua ISO vao hoat dong cua ik ca cac edng ty vien, uu tien trien khai tai cac dja ban trgng diim Dat muc tieu cd chit lugng dich vu dan dku thj trudng tai cac dia ban trgng diem nay, dugc khach hang cdng nhan Ddng thdi nang cao chat lugng dich vu tai tat ca cac cdng ty vien khac •Nghiin ciru vdphdt triin; Nang cao chat lugng va chuyen mdn hda hoat ddng nghien cuu va phat triin san pham (R&D) Tach rieng hoat ddng khdi hoat ddng kinh doanh va quan ly kinh doanh nghiep vu hien Xay dung va hinh kho dir lieu tap trung thdng nhat ve thi trudng bao hiem Viet Nam lam CO sd cho viec xay dung dinh hudng, chien luge, ke hoach kinh doanh, cung nhu cong tac du bao dien bien thi trudng Nghien cuu tao cac san pham bao hiem phu hgp vdi mgi khach hang, moi loai hinh doanh nghiep - Cacdu td chirc vd ngudn nhdn luc: Tach lap hay lap mdi mot so Cdng ty, Chi nhanh true thuoc BVVN tai cac dia ban co tiem nang kinh doanh bao hilm Idn nhu: Ha Ndi, Sai Gdn, Dong Nai, Vung Tau, Binh 77 Duong, Md rdng mang ludi cac phdng Phuc vu khach hang khu vuc Van phong giao dich tai cac quan, huyen tren ca nude Thanh lap them mot sd Phdng tai Try sd chinh chuyen trach, dam nhiem chuc nang Nghien CIU Thi trudng, Phat trien san phdm; Kilm tra ndi bp he thdng Bao Viet Viet Nam Tiln hanh thue chuyen gia nude ngoai vao lam viec, qua dd tung budc tilp can, lam quen va ap dung nhung phuong phap lam viec, cdng nghe quan ly mdi, cd hieu qua cua thi gidi vao thuc te d Viet Nam Xay dung thang bang luong theo eo chi doanh nghiep Cd phkn; thuc hien co chi tiln luong, tien thudng phu hgp vdi tinh chat cdng viec va trinh can bd; gin tiln luong vdi chit lugng cong viec, khuyen khich tang trudng, hieu qua va nang cao chit lugng quan ly Dac biet chu trpng den viec xay dung eo che tra luong cho Giam ddc Cdng ty vien va can bd nghiep vu CO trinh chuyen mdn cao Muc tien luong gin liln vdi muc tang trudng doanh thu va hieu qua kinh doanh, khdng gidi han muc tdi da cua tien luong Thuc hien phuang thuc tra luong tien tien, thdng bao tra luong rieng cho tung ngudi Tien hanh xay dung tieu chuan dinh muc lao dong tren co sd phan tich cdng viec mot each khoa hoc, chinh xac He thdng tieu chuan va djnh muc lao ddng se giup cac nha quan ly xac dinh sd lugng lao ddng cin thiit tai moi Cdng ty, tren co sd vua dap ung yeu cau trude mat vua phuc vu cho yeu ciu phat trien lau dai, dam bao sd lugng va chat lugng lao dong phu hgp vdi khdi lugng, chit lugng cdng viec, ddng thdi dam bao tien luong cho ngudi lao dong Manh dan thu hut, tuyin dung nhung can bo cd trinh cao cho cac vi tri quan ly, vi tri yiu cua Bao Viet Viet Nam; phat hien, dao tao va phat trien cho cac can bd cd tilm nang cdng ty; tuyIn dung nhljng sinh vien cd tich hgc tap xuat sac, tdt nghiep cac tnrdng dai hgc va ngoai nude phu hgp vdi nhu ciu Tang cudng kha nang canh tranh 78 viec thu hut ngudn nhan lire chat lugng cao, bing cac bien phap nhu trao hpc bdng, tai tro, khuyin khich dinh hudng tuyen dung ddi vdi cac sinh vien xuit sic dugc dao tao theo cac chuyen nganh phu hgp, tir edn dang qua trinh hpc tap, nhan vl thuc tap tai doanh nghiep de danh gia qua thue tien Chuyen ddi dan ddi ngQ can bd trinh dp, dao due kem, nang suit thip Thuc hien viec luan chuyen ddi vdi can bp lanh dao tu TSC ve cac don vi vien, giira cac don vi vien vdi Nghien cuu & ung dung phan mem chuong trinh quan ly ngudn nhan luc de tang cudng cong tac quan ly va phat trien ngudn nhan lire - Cong nghi thdng tin; Cung vdi Tap doan Bao Viet, Bao Viet Nhan Thp xay dung va hoan thien cac he thdng diing chung Duong true, he thdng mang, he thdng WEB Server, he thdng Mail Server ddng thdi thiit lap cac van ban qui dinh ve trach nhiem, quyIn han ciang nhu nghTa vu cua cac ben khai thac, sir dung he thdng dung chung Xay dung, chuin hda dugc cac bang Ma, cac qui trinh lam viec, cac qui dinh chi tiet can tuan thu ddi vdi he thong thdng tin (xay dung ISO ddi vdi Tin hgc) Xay dung va hoan thien dugc he thdng tin hpc cua BVVN du manh, thdng nhit, ddng bd, ddc lap va an toan: Mang LAN, VPN, truyin nhan - ddng bd du lieu, nang cip cac thiet bi mang, he thdng may chu, he thong may tram, he thdng luu, phuc hdi dij lieu Triin khai va dua vao sir dung mot phin he thdng mang khdng day cho cac diim lip mdi hoac md rdng nut mang Dua vao su dung chuang trinh BVPROP va BVACCOUNT toan he th6ng nam 2007 79 Triin khai cac phin mim hd trg quan ly cho BVVN va cac cdng ty vien: Chuong trinh Quan ly Cdng van, Quan ly Nhan sir, Tinh luong, Quan ly Thiit bi, He thong hdi thao tu xa Video Conference, Dao tao nang cao trinh tin hpc cho can bp toan BVVN Phat triin dpi ngia can bd Tin hpc toan he thdng Khai thac, tan dung cac ngudn lire ben ngoai dl xay dung, phat triin cac ung dung tin hpc nhim ho trg, phuc vu tdt nhat cho hoat ddng kinh doanh cua BVVN Nghien cuu trien khai thuong mai dien tu khau khai thac, cip don bao hilm va toan qua mang mot sd loai san pham bao hiem - Dia bdn trpng diim vd san pham chiin luac; Cdc dia bdn diem la cac dia ban ma tai dd thi trudng cd dung lugng Idn, tiem nang ve doanh thu bao hiem cao, cd vai trd chu dao toan he thdng hoac la trung tam phat trien kinh te cua mot vung nhieu tinh ke can nhau: Cu the la Tp HCM, Ha Ndi Hai Phdng, Dong Nai,, Ba Ria - VQng Tau, Binh Duong, Can Tho, Hai Duong, Quang Ninh, Kien Giang, Dac lac, Da Nang, Nghe An D6i vdi cac dia ban trpng diim can dugc uu tien tap trung ngudn luc de thuc hien cac bien phap neu d tren vl xay dung thuong hieu, quan ly chat lugng, phat trien ngudn nhan lire, ung dung cdng nghe thdng tin trude Cdc nghiep vu chiin luac la cac nghiep vu cd ty trgng doanh thu Idn, tiem nang tang trudng manh, cd anh hudng Idn ddi vdi nhan thuc cua thi trudng ddi vdi thuong hieu Bao Viet Cac nghiep vu chiin luge cd ca kilm ngdi sao va kilu bd sija Cac san pham phuc vu khach hang ca nhan cd bao hilm xe co gidi, bao hilm hgc sinh, bao hiem y te, bao hiem du lich Cac san phim cho ddi tugng khach hang to chuc nhu bao hilm xay dung, lap dat, bao hiem hoa hoan, bao hilm tau thuy, bao hilm hang hda 80 Muc tieu phat trien cac nghiep vu trgng diim la tang trudng doanh thu va thi phin Viec tang trudng va giu thi phan cac nghiep vu vua dl dam bao giir vung vi tri dan diu cua Bao Viet Viet Nam trude mit, ddng thdi dam bao giir vimg vi tri thuong hieu cua BVVN cho hoat dong phat trien trung han Neu cac nghiep vu bj mit vi tri dan diu hoac bj giam sut doanh thu, thi phin nghiem trpng thi khdng chi anh hudng tuc thdi din tang trudng va thi phin cua BVVN ma edn tao dieu kien de doi thu vuon len vl thi va lire, hoan ddi dinh vi thuong hieu cua Bao Viet, thay ddi nhan thuc cua thi trudng vl vi tri cua Bao Viet Nlu bi thit bai tren thi trudng d cac nghiep vu trpng diim thi cd nghTa la Bao Viet Viet Nam da bi anh hudng nghiem trpng d tam chien luge phat trien dai han Phat trien cac nghiep vu chien luge phai gan vdi cac dia ban trgng diem tuong ung Theo md hinh BCG, cac san pham Ngdi nhu bao hiem du Ijch, bao hiem trach nhiem dan sir va vat chat d td, bao hiem ky thuat, bao hiem hda hoan vv can dugc dau tu manh de chiem thj phan dieu kien thi trudng tang trudng cao, nham giu vi tri dan dau va thu lgi nhuan Cac san pham kieu bd sija nhu bao hiem hpc sinh, bao hiem ket hgp ngudi, bao hiem xe may cin dugc dau tu vua phai de giu thi phan, giir vi tri hien tai va thu lgi Cac san phim kilu diu hdi nhu bao hiem hang khdng, bao hiem may mdc, bao hiem thiet bi dien tu cin dugc danh gia cin than vl kha nang canh tranh de cd budc di hgp ly tranh dau tu khong hieu qua Do Viet Nam cd thi trudng bao hilm dang giai doan mdi phat trien nen hau hit cac san phim nghiep vu diu cd tilm nang tang trudng cao nhien canh tranh rat khoc liet Lira chon chien luge giira diu tu va khdng diu tu hay giua diu tu it va diu tu nhieu se quylt djnh vi tri tren thi trudng cua cdng ty Mot diiu chic chin la cac ddi thu se cd xu hudng dau tu manh dl canh tranh va gianh thj phin Idn hon Day ro rang la mot trd choi cd tdng bang 0, cong ty khdng dau tu se mit thi phin cho cdng ty cd diu tu dung hudng va Idn hon Tuy 81 nhien, nlu thi trudng canh tranh qua muc thi ngudi tieu dung va ngudi trung gian (dai ly) dugc lgi, cac cdng ty se deu bi giam lgi nhuan ngin han va anh hudng din kha nang phat triin trung han Do dd BVVN dl giu dugc vi tri dan diu se phai diu tu dxi Idn ding thdi cung phai tim each hudng thi trudng khdi qui dao canh tranh qua muc dl tranh thua lo Thuc tl da cd nhirng cam kit nhung cac cdng ty khac lai thudng pha rao trude BVVN la cdng ty dang dan dau thj trudng d nhilu nghiep vu bao hilm, cd thuong hieu manh nhit Vi vay, BVVN dang phai canh tranh tren hiu hit cac san phim bao hilm dl giu dugc tang trudng va thi phan BVVN dd phai canh tranh va giu viong tren nhieu mat tran Ma tren moi mat tran, mdi nhdm san pham lai cd dac diim thi trudng, canh tranh khac diiu ddi hdi cac phdng quan ly nghiep vu phai thuc hien dugc chuc nang hoat ddng nhu mot "Don vi quan ly chien luge" cho nghiep vu cua minh - Kenh phan phdi BVVN phat trien cac kenh phan phdi sau: + Dai ly chuyen nghiep: la kenh phan phdi chinh va quan trpng cho cac san pham bao hiem cho nhdm khach hang ca nhan nhu bao hiem d td, xe may bao hiem tau sdng, tau ca + Dai ly td chuc: can tap trung phat trien manh kenh thdi gian tdi Nhanh chdng di vao cac diem nut giao dich nhu: cac cdng ty du lich, benh vien, trudng hpc, nha ga dai ly ban ve may bay, cau lac bd, hiep hdi v.v + Bancasuarance: hgp tac vdi cac ddi tac cd kinh nghiem (Vd: AON) de trien khai kenh dong thdi nghien cuu de tu phat trien kenh + Hgp tac, lien doanh vdi cac cdng ty mdi gidi, fronting qudc tl dl cung tan dung sang tao va kinh nghiem cua ddi tac cdng vdi thuong hieu va vi the cua Bao Viet VN de khai thac thj tmdng Viet Nam 82 + Md rdng mang ludi Phdng phuc vu khach hang vdi co chi ggn nhe, linh hoat tai cac khu dan cu, khu dd thi, trung tam thuong mai mdi + Nghien cuu trien khai marketing va ban hang qua dien thoai (telemarketing/sales) va qua trang web (internet marketing/sales) cho cac san phim phu hgp - Xay dung ca sd vat chdt; mu tu kip thdi cho he thdng co sd vat chit, tru sd cua BVVN tren toan qudc, nang cip cai tao, xay mdi hoac thue mdi tai cac dia ban trgng diim dam bao vj thi dan diu Qua viec diu tu CO sd vat chat tao Idng tin cua ngudi tham gia bao hilm - Ve chinh sach tdi chinh; Lugng hoa nhu cau ve tai chinh can thiet tung giai doan cho viec thuc hien cac giai phap neu tren de cd ke hoach bd tri ngudn luc tai chinh Chii trpng tap trung ngudn luc tai chinh can thiet cho thuc hien cac dinh hudng Idn, diu tu theo chieu sau va tac dung dai han cua Bao Viet Viet Nam nhu: phat triin thuong hieu; xay dung, ciang cd va phat trien mang ludi phan phdi san pham tren toan qudc; dau tu phat hien he thdng cdng nghe thdng tin hien dai, dap ung yeu cau cdng tac quan ly trude mat va lau dai; dau tu dao tao can bd, thu hut, dai ngd va rang budc ddi vdi ddi ngia can bp cd nang lire, trinh dp va kinh nghiem 3.4 Viec trien khai va kiem tra danh gia thuc hien chien lu-tfc kinh doanh; Dl thuc hien muc tieu cua chien luge kinh doanh din nam 2011 cua BVVN la tiep tuc tri vi tri sd tren thi trudng bao hilm phi nhan thp nhu da dat ra, mot viec can thiet dat la triin khai va thuc hien hien chiin luge Ndi dung chinh da dugc dl cap phan giai phap da dQ dam bao cho BVVN thuc hien dugc muc tieu chiin luge va phat trien dn dinh, ben vung 83 Tren co sd chiin luge dl ra, cin thiit phai dinh kl hoach thuc hien cua tung nam Hang nam phai tdng ket tinh hinh thuc hien tren co sd dd dl kl hoach thuc hien cua nam tilp theo Trong qua trinh thuc hien chiin luge, can cu vao tinh hinh cu thi chung ta cd thi cd nhung diiu chinh cho phu hgp vdi tinh hinh thuc tl dam bao dat dugc muc tieu chiin luge dk CHirONG 4: KET LUAN VA KIEN NGHI 4.L Ket luan: Vdi ndi dung cua dl tai: "nghien cuu xay dung chiin luge kinh doanh cua Bao Viet Viet Nam din nam 2011" Tren co sd ly thuylt vl quan tri kinh doanh va quan tri chiin chiin luge; tren co sd thuc te thuc hien chien luge kinh doanh ciia Bao Viet Viet Nam giai doan 2000-2006; tren co sd ngudn sd lieu thdng ke dang tin cay cua Bao Viet Viet Nam, Hiep hdi Bao hiem Viet Nam va cac phuong phap phan tich, thdng ke, so sanh sd lieu, danh gia thuc te, qua trinh nghien cuu cua hpc vien da dat dugc nhung kit qua cu the dd la: Ve ly luan: Lam rd co sd ly luan ve chien luge, quan tri chien luge, quy trinh xay dung chien luge kinh doanh ciia doanh nghiep Nghien cuu hai md hinh phan tich va xay dung chien luge kinh doanh co ban dd la md hinh SWOT va md hinh BCG Day la nhiang tien de ly thuyet quan trpng va hiju ich cho viec phan tich danh gia thuc trang thuc hien chien luge kinh doanh ciia Bao Viet Viet Nam giai doan 2000-2006, ciang nhu viec dl xuit giai phap xay dung chien luge kinh doanh ciia Bao Viet Viet Nam din nan 2011 d Chuong III Ve thuc tiin: Tren co sd ngudn sd lieu dang tin cay vl thi trudng bao hiem Viet Nam, Bao Viet Viet Nam hpc vien da tiln hanh phan tich danh gia thuc trang tinh hinh thuc hien chien luge kinh doanh ciia BVVN giai doan 2000-2006, tinh hinh canh tranh cua Bao Viet Viet Nam cung 84 nhu cac doanh nghiep bao hilm tren thi trudng bao hilm Viet Nam Nhung diim manh diim yiu cua Bao Viet Viet Nam so vdi cac doanh nghiep bao hilm tren thi trudng Nhung co hdi va thach thuc ddi vdi cac doanh nghiep bao hilm Viet Nam ndi chung, ddi vdi Bao Viet Viet Nam noi rieng Dac biet vdi ngudn sd lieu day du va tin cay, hpc vien da thuc hien phan tich danh gia chi tilt tinh hinh tang trudng va canh tranh ciia tung nghiep vu bao hilm ciia Bao Viet Viet, cung nhu tinh hinh canh tranh cua cac doanh nghiep bao hiem tren thj trudng bao hilm Viet nam giai doan 2000-2006 Day la nhiang co sd thuc tien quan trpng dl thuc hien phan tich danh gia chiin luge cua BVVN theo md hinh SWOT va md hinh BCG Can cu thuc trang thuc hien chien luge kinh doanh ciia Bao Viet Viet Nam giai doan 20002006, hpc vien da thuc hien phan tich diem manh- diem yiu, co hdi -thach thuc theo mo hinh SWOT, phan tich nghiep vu bao hiem theo md hinh BCG Tu ket qua phan tich danh gia thuc trang tinh hinh hoat ddng, mdi trudng ben trpng (diem manh-diem yeu cua doanh nghiep); tinh hinh thi trudng, mdi trudng ben ngoai (co hdi va thach thuc) hpc vien dd nghien cuu xay dimg chien luge kinh doanh ciia BVVN den nam 2011 nham thuc hien muc tieu tri vj tri sd I tren thi trudng bao hiem phi nhan thp Viet Nam, khdng ngung nang cao chat lugng hoat ddng de lien tuc phat trien ben viong mdi trudng kinh tl md va hdi nhap WTO cua Viet Nam, vua thuc hien chuc nang kinh doanh dong thdi vua thuc hien vai trd dan dit thj trudng va dieu tiet ciia Nha nude Mot sd gidi phdp ca bdn di thuc hien chiin luac kinh doanh: + Phat triin thuong hieu Bao hilm Viet Nam trd mot thuong hieu manh tren thi trudng viet nam va khu vuc; 85 + Tang cudng cdng tac nghien cuu tao cac san phim bao hilm phu hgp vdi nhu ciu thuc tl cua ngudi dan, phuc vu mgi tang Idp dan cu, mgi phin kinh tl, mpi loai hinh doanh nghiep hien tai ciang nhu tuong lai; + Nang cao chat lugng san phim cung nhu dich vu, cd chinh sach gia tang gia trj bao hilm cung nhu chat lugng phuc vu, tang cudng cdng tac dl phdng han chi tdn thit; + Tang cudng cdng tac dao tao va thu hiit ngudn nhan luc cd trinh cao Cd phuong thuc tra luong phu hgp de thu hiit dugc ngudi tai, manh dan thue cac chuyen gia gidi mot sd linh vuc can thiet nhu; Chuyen gia dinh phi + Ap dung cdng nghe thdng tin tien tiln vao cdng tac quan ly; Cdng nghe thdng tin ddng vai tro quan trpng quyet djnh den viec phat trien ciia doanh nghiep; + Phat trien kenh phan phdi hgp ly; + Tang cudng dau tu xay dung co sd vat chat de md rdng dia ban phuc vu khach hang thuan Igi nhat; + Co chinh sach tai chinh phu hgp cho tung giai doan de thuc hien cac giai phap tren Tang von dieu le de tang cudng kha nang ve tai chinh Cac giai phap can thiet phai thuc hien ddng bp de phat huy sue manh tdng hgp co nhu vay mdi thuc hien dugc muc tieu chien luge da de 4.2 Mot so kien nghj: Nhung dh xuit giai phap xay dung va thuc hien chien luge kinh doanh ciia Bao Viet Viet Nam din nam 2011 da trinh biy d tren dong thdi cung la nhiang kiln nghj thuc hien ciia hpc vien d gdc dp nghien cuu vdi lanh dao cip cao cua Bao Viet Viet Nam va lanh dao Tap doan Bao Viet vl viec xay dung va thuc hien chiin luge kinh doanh ciia Bao Viet Viet Nam den nam 2011 86 Ngoai ra, dl thj trudng bao hilm Viet Nam phat triin lanh manh, dam bao hai hoa lgi ich, quyIn lgi cua khach hang, cua cac doanh nghiep bao hilm, tranh tinh trang canh tranh bing chi phi vd dp giua cac doanh nghiep bao hilm nude, gdp phin nang cao nang luc tai chinh va kha nang canh tranh cua cac doanh nghiep bao hilm diiu kien hdi nhap kinh tl qudc tl va Viet Nam gia nhap WTO, hpc vien cd mot sd kiln nghi vdi cac co quan quan ly nha nude, cu the nhu sau: + Tao dung hanh lang phap ly ddng bp cho boat ddng kinh doanh ciia cac doanh nghiep bao hiem, dam bao su canh tranh binh dang, thuc diy cac doanh nghiep canh tranh bing nang cao chit lugng djch vu, chit lugng san pham, tranh cac hinh thuc canh tranh phi kinh tl gay thiet hai cho nha nude va doanh nghiep + Tang cudng kiem tra kiem soat hoat ddng cua cac doanh nghiep bao hiOm dl kip thdi phat hien nhiang doanh nghiep vi pham, khuyin khich cac doanh nghiep chap hanh tit cac quy dinh chung + Xem xet quy dinh lai dinh muc hoa hdng dam bao cac dai ly bao hiem cd the sdng bang nghe dai ly bao hiem chuyen nghiep Viec phat trien kenh phan phdi san pham bao hiem qua dai ly bao hiem se van la kenh chu dao va phat trien manh cac san pham bao hiem cang di vao ddi sdng ngudi dan + Ho trg ve dao tao cho cac doanh nghiep bao hiem de nang cao chat lugng ngudn nhan lire, kha nang canh tranh cua cac doanh nghiep bao hiem nude trude su canh tranh ciia doanh nghiep nude ngoai + Cho phep cac doanh nghiep bao hilm dugc thuc hien cac hoat ddng diu tu true tiep nham nang cao chit lugng hieu qua su dung vdn Vi xu hudng chung Igi nhuan boat ddng dau tu la lgi nhuan chu yeu cua cac doanh nghiep bao hiem 87 TAI LIEU THAM KHAO 1/ Bd Tai chinh 2007 Thi trudng Bao hiem Viet Nam nam 2006, Nha xuat ban Tai chinh 2/ Bao Viet, Bao Viet Viet Nam 2000, 2001, 2002, 2003, 2004, 2005, 2006 Bao cao tai chinh hang nam cua Bao Viet va Bao Viet Viet Nam 3/ Dao Duy Huan 2007 Quan tri chiin luge toan cau hoa, Nha xuat ban thdng ke 4/ Hiep hdi bao hilm Viet Nam 2000, 2001, 2002, 2003, 2004, 2005, 2006, ban tin hang quy va hang nam cua Hiep hdi bao hiem Viet Nam 5/ International Executive MBA 2006 Quan tri chiin luge 6/ Le Thi Gidi, Nguyen Thanh Liem, Trin Hiou Hai 2007 Quan tri chiin luge, Nha xuat ban Thdng ke 88