ta/dng kinh doanh, vide hoach djnh cac chien luge Marketing,chien luge cung Ung san pha'm do Hdi sd chfnh thuc hidn, cdc ehi nhanh thudng khdng tham gia cae hoat ddng ndy nhung lai t[r]
(1)DIEN OAN NGHIEN c u u VE TAI CHiNH TIEN TE
ITng dung hoat dong
marketing
TAI CAC CHI NHANH NGAN HANG THUONG MA
Vai CHLTC NANG GAN KET TOAN BO HOATflONG KINH DOANH CUA DOANH NGHIEP m THI TRUQNG, KHAU THEN CHOT CUA TOAN BO QUATRJNH HOATflONG VA PHAT TRIEN C U A M O T
DOANH NGHIEP, MARKETING flA VA flANG THUC SU \A CONG CU NANG CAO HOAT flONG CUA CAC DOANH NGHIEP HIEN flAL
PHAM QUANG THCfC
Ngay nay, cac djnh chd ngan hang
hoat ddng dudi su bien ddng khdng ngUng ciia mdi tnjdng kinh doanh va cudc chien gianh giat thj tn/dng ngdy cang dien khde lidt ca d va ngoai nude Oidu dd ddi hdi cdc ngan hang phai lua ehgn lai cau true va didu chinh each thirc hoat ddng phii hgp vdi mdi trudng, ndng cao kha nang kham pha co hdi kinh doanh vd vj the eanh tranh Oidu ndy chi dugc tht/c hidn tdt mot odd NHTM phai thUa nhan rang Marketing la cdng ctj kinh doanh hien dai, khdng thd thidu dugc ndu mudn tdn tai vd phat tridn, va phai cd cae giai phap Marketing nang ddng, diing hudng Vdi vai trd tham gia vdo vide giai quyet nhUng van dd kinh td co ban ciia hoat ddng kinh doanh ngdn hang; la cau ndi gan kdt hoat ddng eiia Ngdn hang vdi thj trudng va tao vi the eanh tranh ciia Ngan hang, Mari<eting trd nen thiet ydu ddi vdi mgi loai hinh ngdn hang ndn kinh te thi tardng Mari<eting cd vai trd rat quan trgng vdi hoat ddng kinh doanh ciia cdc ngan hang
Khdng ngUng nang cao chat lugng phuc vu, cac ngan hang thuang mai rat chu trgng
trong vide day manh cac hoat ddng lidn quan ddn thj tn/dng vd san pha'm djch vu ngan hang hien dai Ben eanh eae djch vu truydn thdng, cae ngan hang cung rat cd gang viec da dang hda cac loai hinh san pham de cung cap cho xa hdi Ody la mdt xu the tat yeu ndn kinh te Viet Nam ngdy cang hdi nhap vao the gidi vd cac ngan hang nude dang phai ddi phd vdi sUc dp eanh tranh tU ben ngodi, Trinh dd edng nghd cung cd nhUng bude cai thien giiip hidn dai hoa cac phuong tien todn, dem den nhidu tien ich cudc sdng
Cdc NHTM bude phai vUa kinh doanh vUa nghe ngdng didu chinh djch vu NH minh cho thich hgp hon vdi nhUng thay ddi tren thi tardng Mdt sd hoat ddng thudc tinh vue nghien ciru thj tardng, nghien ciru mdi tardng Marketing bat dau dugc tien hdnh thuc hidn Tuy nhidn, xuat phdt tU nhidu ly khac nen cac hoat ddng ndy chua dugc td chuc thuc hien mdt cdch chu dao, theo diing cac quy trinh can thidt va nhat la khdng dugc thuc hien thudng xuyen, vi vay ket qua dat dugc cdn nhidu han chd Vide nghien ciru, Ung dung Marketing vdo hoat ddng ngan hang dudng nhu chi tap taing tai Hdi so chinh, cdn a cac chi nhdnh thi gan nhu chua dugc quan tam, dau tu va chua dugc coi trgng nhu la mdt nghiep vtj ciia cac Ngdn hang; Viec nghien ciru, phan tfch Ung
dijng Marketing chi dugc thuc hi6n lap du an lap cac chi nhanh ta/c thudc, cdc chi nhanh di vao hoat ddng thi nhiem VIJ nghien ciru thj tardng vd mdi tardng Marketing dugc phdn cdng nhu mdt nhidm VIJ kiem nhiem cho mdt sd phdng thudng xuydn tiep xuc vdi khdeh hang nhu phdng Quan he khdeh hang, phdng todn qudc te va kinh doanh dich vii, cae phdng giao djch dam trdeh Mat khac, nhan thirc vd vai trd quan trgng ciia cdng tdc chua dung mUe ndn nhiem VIJ phan Idn dugc there hien kha ngau himg (vi khdng bdt bude phai bao cao djnh ki len cap tren) Cae ndi dung mang ti'nh chat phan tich didn bidn tren thj tardng, du bao eo hdi kinh doanh, du bao nguy ca tidm a'n ddi vdi ngan hang cung chua dugc dd cap, quan tam
Thuc te cho thay, tridn khai cac san pham, djch vu mdi thi tai cac chi nhanh cd cae kdt qua khac xa nhau, d thi tardng Ha Ndi va TP Hd Chi Minh cd kdt qua cao hon, nhien thuong chua dap irng ky vpng cua Ban lanh dao ngan hang va nhOng nha hoach dinh chidn luge; kdt qua trdn la do, vide phan tfch, danh gia thj tardng, mdi
(2)DIEN OAN NGHIEN c u u VE
TAI CHiNH TIEN TE [2
ta/dng kinh doanh, vide hoach djnh cac chien luge Marketing,chien luge cung Ung san pha'm Hdi sd chfnh thuc hidn, cdc ehi nhanh thudng khdng tham gia cae hoat ddng ndy nhung lai ta/c tidp vide cung irng san pha'm djch vu tdi khdeh hang; Cac ehi nhanh thi thudng thuc hien nhu nhUng gi Hdi sd chinh hudng dan, cdch thUe quang ba, dua cae san pha'm dich vu mdi thj tardng la gidng giUa cdc chi nhanh, dd mdi ehi nhdnh hoat ddng tai nhimg dja bdn khac cd nhurng dac thii khac nhau, cd nhu cau sir dijng san pha'm djch vu khde nhau.,,
Trong giai doan hien nay, mdi ta/dng kinh doanh ciia cac NHTM dang cang bidn ddi manh md theo hudng tu hda, ddi hdi cdc ngan hang khdng ngUng ddi mdi dd thfch Ung vdi mdi ta/dng Vide irng dung Mariceting vao hoat ddng ngdn hang da tro ddi hdi tat yeu khach quan kinh doanh ciia cdc NHTM Marketing dang cang dugc cae NHTM sir dung rdng rai va tridt dd nhu la mdt cdng ctJ kinh doanh hidn dai khdng thd thidu co chd thj ta/dng
Do cdc hoat ddng Marketing ehi Id mdt bd phan tdng thd cac hoat ddng kinh doanh eiia NH, chfnh vi vay dd cac giai phap Ung diing Marketing vao hoat ddng NH cd thd thuc hidn dugc tdt, mdt sd giai phdp bd trg can dugc tidn hanh nhdm dam bao didu kidn mdi trudng
Marketing dugc thuan Igi nhat, dd la cae giai phap nhdm hoan thien he thdng td chUe theo quan didm Marketing, cdc chi nhanh NHTM can cai td bd may td ehUe theo cac hudng sau:
- Dam bao phtic VIJ
khich hang dugc tot
nhat Khdeh hang eiia cae NHTM hien
ddu bao gdm hai loai: khach hang ca nhan va khach hang la cac td chuc kinh t d Do dac thii hoat ddng Marketing tai tUng nhdm khdeh hang khac bidt hodn toan: djch vu cac td chuc kinh te sir dtjng thudng phUe tap hon djch VIJ ciia ca nhan; each djnh gia ddi vdi cdc td ehUe kinh te thudng
marketing dang ngdy cdng du^ae cdc NHTM sir dung rOng rai vd triet de nliir id mot cOng eu iiinh doanii men dai KliOng tiie tliieu cffclietliltrireiig-
linh hoat vd cd uu dai giao dich vdi sd luong lOn gia ban djch vu ddi vdi ca nhan kha ddng deu va cd djnh; dac didm phan phdi cung vay eae ca nhan cd thd sir dung ATM cdn cac td chuc kinh te thi bdt bude phai giao dieh tai NH hoac thdng qua he thdng ndi mang internet; phuong thUe xiic tien ddi vdi nhdm khach hang la td chUe kinh te phai true tiep den tUng khach hang ddi vdi ca nhan cd thd thdng qua cac phuong tien thdng tin dai chiing,, Vdi dac didm nay, co cau td chUc tai cac chi nhanh NHTM hien can thiet phai thay ddi, phan chia theo nhdm khach hang thay vi theo tUng mang nghiep vtj nhu hien Chi cd nhu vay, NH mdi cd didu kien tdt quan trj su mong dgi theo tUng nhdm khdeh hang, ddng thdi nam dugc cdc phan Ung cung nhu ddn tan edng eiia ddi thii eanh tranh ddi vdi tUng nhdm khach hang tU dd hoach djnh dugc cdc ddi sach thfch hgp
- Dam bao tinh thich irng eua dich vy
vdi thi trudng: Nham tang thdm tinh uu viet
CLia loai hinh td chuc tai cac chi nhanh NHTM can lap rieng mot phdng nghien cuu va phat tridn san pham djch vu, Chuc nang chinh eiia phdng la thudng xuydn theo ddi va danh gia tfnh thfch Ung eiia eae djch vu dang chao ban ddi vdi thj trudng ddng thOi dd xuat cac giai phap hoan thien nhdm dam bao thoa man tdi da nhu cau eiia khach hang,
- Thinh lip phdng
Marketing va tao dii quyen li/c cho phdng Marketing hoat ddng:
Hoat ddng Marketing eiia cdc Cjii nhanh NHTM thdi gian qua chii yeu dugc thuc hidn bdi cdc bd phan, chua tap trung va dugc thuc hien nhu mdt nhidm vu kiem nhiem dd chua phat huy het vai trd, hieu qua ciia nd Khac phuc ti'nh trang nay, cdc ehi nhanh NHTM can lap phdng Marketing, va phdng Mari<eting co cau td chuc ciia-chi nhanh cung can dugc trao quyfin lue du manh, tuong xUng vdi vj tri va chUc nang quan trgng cua nd tdng the hoat ddng kinh doanh N H B