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SHB Qu trnh hnh thnh v pht trin thng hiu SHB

L DO CHN TI

Nh chng ta bit, nn kinh t Vit Nam t khi gia nhp WTO c nhiu bc pht trin vt bc. Vai tr ca h thng ngn hng cng ngy cng quan trng. Bn cnh , s lng ngn hng cng tng ln mt cch nhanh chng, ngn hng Nh nc, ngn hng Thng mi c phn, ngn hng Nc ngoi cng hot ng mt cch bnh ng to ra mt mi trng cnh tranh khc lit. Li gii cho bi ton lm th no cc ngn hng Vit Nam vn c th ng vng trc cnh tranh chnh l xy dng thng hiu. Ngy nay, phn ln ngn hng nhn thc rng thng hiu l quan trng. Tuy nhin t nhn thc n hnh ng l mt khong cch ng k. V ngay c ngn hng trin khai hot ng xy dng thng hiu, th t c thng hiu mnh vn i hi rt nhiu yu t.Ngn hng TMCP Si Gn - H Ni (SHB) l mt trong nhng ngn hng ln ca Vit Nam. Cy cao n gi, SHB ang phi i din vi nhiu thch thc. Tuy nhin, nhng gii thng lin tip t c khng nh rng: SHB ang tng bc khng nh v th v uy tn ca mnh.Vy lm th no SHB c th vn ln thnh mt thng hiu mnh trong lnh vc ngn hng c bit trong bi cnh cnh tranh gay gt hin nay? SHB lm c g? Nhng thnh tu v tn ti? tr li c nhng cu hi ny, chng ti quyt nh chn ti SHB qu trnh xy dng v pht trin thng hiu lm ti ca mnh.

PHN NI DUNG1. Khi qut v thng hiu v xy dng thng hiu1.1. Khi nim thng hiu1.1.1. Cc quan im ca thng hiuTrong h thng cc vn bn php lut v s hu cng nghip ca Vit Nam hin nay, khng c khi nim thng hiu m ch c cc khi nim nh nhn hiu hng ha, tn thng mi, ch dn a l, hay tn gi xut x Do vy:Quan im th nht v thng hiu chnh l bao gm cc i tng s hu tr tu thng c nhc n nh: nhn hiu hng ha (V d: Trung Nguyn (c ph), Kinh (bnh ko)) v tn thng mi (V d: VNPT, FPT, Vinamilk, Petro Vietnam, ) c ng k bo h v c php lut cng nhn. Quan im th hai cho rng thut ng thng hiu c ngun gc t t trademark trong ting Anh hay l marque commerciale trong ting Php. V mt k thut, do nhng thnh t cu thnh nn thng hiu rt gn vi mt nhn hiu hng ha nh tn gi, logo, slogan nn thng hiu thng c hiu l cc nhn hiu hng ha c ng k bo h v c php lut cng nhn.Quan im th ba Thng hiu l mt ci tn, t ng, k hiu, biu tng, hoc hnh v, kiu thit k, hoc tp hp ca cc yu t trn nhm xc nh hoc phn bit hng ho dch v ca mt ngi bn, hoc nhm ngi bn vi hng ho v dch v ca i th cnh tranh.1.1.2. Khi nim Thng hiu - theo nh ngha caT chc s hu tr tu th gii(WIPO): L mt du hiu (hu hnhvv hnh) c bit nhn bit mt sn phm hng ho hay mtdch vno c sn xut hay c cung cp bi mt c nhn hay mt t chc. Di gc nhn ca khch hng: Thng hiu chnh l nhng g cn li ca mt ngn hng trong tm tr khch hng khi h s dng hay tiu dng sn phm do ngn hng cung cp. Hay thng hiu ngn hng chnh l nhn thc ca khch hng v ngn hng. C hai kha cnh gn vi thng hiu: tm l v tri nghim.Tri nghim v mt thng hiul tng hp tt c nhng g ngi tiu dng cm nhn c khi tip xc vi sn phm mang thng hiu . Kha cnh tm l, hochnh nh ca mt thng hiu, l mt kin to biu tng c to ra trong tm tr ngi tiu dng v gi ln tt c nhng thng tin v trng i gn vi sn phm hoc dch v c thng hiu .1.2. Vai tr ca thng hiuThng hiu l mt trong cc nhn t quan trng gp phn duy tr, m rng, pht trin th trng trong v ngoi nc cho cc doanh nghip ni chung i vi cc ngn hng ni ring. Gip nng cao vn minh thng mi, gp phn chng cnh tranh khng lnh mnh. Trong bi cnh hi nhp kinh t quc t hin nay, khng ring nhng doanh nghip kinh doanh lnh vc khc m cc ngn hng u ng trc vic cnh tranh gay gt, nht l khi c nhiu ngn hng ca nc ngoi thm nhp vo th trng ti chnh Vit Nam. V vy, l cc ngn hng cn phi xy dng cho mnh mt thng hiu l iu ht sc cn thit.1.2.1. i vi ngn hng L cng c, phng tin nhn din v to s khc bity l vai tr quan trng ca thng hiu, nhn bit thng hiu l yu t khng ch quan trng cho ngi tiu dng m cn cho c doanh nghip trong qun tr v iu hnh hot ng ca mnh. Thng qua thng hiu ngi tiu dng v nh sn xut c th d dng phn bit hng ha dch v ca ngn hng ny so vi cc ngn hng khc. Thng hiu cng ng vai tr quan trng trong vic phn on th trng ca doanh nghip. Mi hng ha dch v mang thng hiu khc nhau s a ra nhng thng ip khc nhau da trn nhng du hiu nht nh nhm p ng nhng nhu cu ca ngi tiu dng v thu ht s ch ca nhng tp hp khch hng khc nhau. Khi hng ha dch v cng phong ph, a dng th chc nng phn bit cng tr nn quan trng. Mi du hiu gy kh khn khi phn bit s lm gim uy tn v cn tr s pht trin ca thng hiu, trong thc t li dng s d nhm ln ca cc du hiu to nn thng hiu, nhiu doanh nghip c xu to ra nhng du hiu gn ging vi thng hiu ni ting c to ra s nhm ln cho ngi tiu dng. Lin quan n vic bo v quyn v li chXy dng thng hiu lun i lin vi bo v thng hiu. bo v thng hiu trc ht doanh nghip cn xc nh cc nguy c b chim dng, a bn c th b chim dng v kh nng bo v ca php lut, c th a ra cc phng n hnh ng c th. ng k bo h thng hiu l vic u tin m doanh nghip cn lm bo v thng hiu. Hin nay, trong cc vn bn php lut ca Vit Nam khng cp n thut ng thng hiu, v th ng k bo h thng hiu cn phi c hiu l ng k bo h cc i tng s hu tr tu, lin quan nh nhn hiu hng ha, tn gi xut x, ch dn i l hoc kiu dng cng nghip, bn quyn nu nhng yu t ny gp phn to nn thng hiu.Thng hiu mang trong n mt gi tr hin ti v tim nng. Gi tr li ch c th hin r nht khi sang nhng thng hiu. Thng hiu c coi l ti sn v hnh v rt c gi tr ca doanh nghip. Gi tr ca thng hiu rt kh nh ot, nhng nh nhng li th m thng hiu mang li, hng ha, dch v s bn c nhiu hn, thm ch vi gi cao hn, d thm nhp vo th trng hn. Thng hiu khng t nhin m c, n c to ra vi nhiu khon u t v chi ph khc nhau, nhng chi ph to nn gi tr ca thng hiu. Li nhun v tim nng m doanh nghip c c nh s ni ting ca thng hiu s quy nh gi tr ti chnh ca thng hiu. L cng c khng nh bn cht ca sn phmThng qua nhng hnh nh, ngn ng hoc cc du hiu khc, ngi tiu dng c th nhn bit c phn no v gi tr s dng v cng dng ca hng ha. Nhng thng tin v ni sn xut, ng cp ca hng ha cng nh iu kin tiu dng v phn no c th hin qua thng hiu. Ni chung thng tin m thng hiu mang n lun rt phong ph v a dng. Chnh v vy m cc thng hiu lun cn phi th hin r rng, c th v c th nhn bit, phn bit nhm to ra s thnh cng cho mt thng hiu cng nh khng nh bn cht ca hng ha v dch v m ngn hng mnh a ra i vi khch hng cng nh vi i th cnh tranh ca mnh.1.2.2. i vi khch hngS cm nhn ca ngi tiu dng khng phi t nhin m c, n c hnh thnh tng hp t cc yu t ca thng hiu nh mu sc, tn gi, biu trng, m thanh, khu hiu, v s tri nghim ca ngi tiu dng. Cng mt hng ha, dch v nhng cm nhn ca ngi tiu dng c th khc nhau, ph thuc vo thng ip hoc hon cnh tip nhn thng tin, hoc ph thuc vo s tri nghim ca ngi s dng. Mt thng hiu c ng cp, c chp nhn s to ra mt s tin cy i vi khch hng v khch hng s trung thnh vi thng hiu v dch v . Cht lng hng ha, dch v l yu t quyt nh lng trung thnh ca khch hng. V vy, thng hiu l ng lc cc k quan trng gi chn khch hng li vi hng ha, dch v v l a ch ngi tiu dng t lng tin. Xc nh c ngun gc xut xXc nh c ngun gc xut x to nn cm nhn ng tin cy ca ngi tiu dng v s khc bit, v s u vit hay an tm, thoi mi, tin tng khi tiu dng hng ha, dch v khi la chn m thng hiu mang li (V d xe my Nht, dn m thanh Sony, bia Heineken) l n tng no v hng ha, dch v trong tm tr ngi tiu dng. L c s yu cu bi thng thit hiThng th trn bao b sn phm thng ghi thnh phn, ngun gc, xut x, hn s dng... y l c s khch hng xc nh c s yu cu bi thng thit hi khi c s c xy ra. Gim bt thi gian nghin cu, kho stGip cho khch hng la chn mt cch tn km thi gian v cng sc. Nhng mt hng c cho mi trn th trng, thng qua cc tiu ch c trng hm cha trong tn tui ca doanh nghip. Nh chc nng nhn bit ca thng hiu n tr thnh cng c ngi tiu dng d dng la chn hng ho theo nhn hiu ph hp vi yu cu, s thch, mc cht lng mnh mong mun. Ngoi ra mt thng hiu cn c vai tr khng nh tnh cch, c tnh, hnh nh ring ca tng ngi tiu dng trong con mt ngi khc, n to cho ngi s dng mt phong cch ring. Thng hiu phn no phn nh gu, s thch v c tnh cch, tr cnh ca ngi s dng sn phm . Khi nim snh iu c l ra i t y. Gim bt ri ro trong tiu dng sn phm dch vMang n cho khch hngs tin tng v antm trong quyt nh ca h v mt hng mua sm. Vic s dng sn phm dch v c thng hiu trnh c vic b la o hoc sn phm dch v km cht lng.Mang n cho khchhng nhng gi tr biu tng ph hpvi nhng g m h mun th hin thng qua vic tiu dng.

Ngoi ra, thng hiu cn c tim nng nh hng n ngi tiu dng v kha cnh o c v thc trch nhim, v mt s mt trong cuc sng x hi... Thng qua chuyn qung co hp dn v c vn ho, n c tc dng bt nh trong chuyn nng cao thc m mang tm nhn cho ngi tiu dng v nhng tc ng n sinh thi hc, chuyn lm t cch cng dn qua hng ngi tiu dng n ci tt, ci p v tnh tch cc cng nh sng to trong cng chuyn v i sng. y l l do ti sao OMO thnh cng thng qua cc chin dch PR vi ngha OMO_o trng ngi sng tng lai.1.2.3. i vi nn kinh tVi nhng vai tr tch cc i vi ngn hng v ngi tiu dng, thng hiu cn gp phn khng nh trong s pht trin ca nn kinh t. Trc tin ta c th thy ngay c chuyn s dng ng n chc nng ca nhn hiu hng ho theo ng php lut s to nn mt s cnh tranh lnh mnh trn th trng, pht trin sn xut v nng cao cht lng sn phm. C c iu ny l do ngay ti th trng trong nc, hng ho ni cng phi cnh tranh vi v vn hng ho do ngi trong nc sn xut cng nh c nhp khu d dng t nhiu nc khc nhau. Mun cnh tranh c cc doanh ngh sn xut trong nc phi xy dng v pht trin thng hiu ca mnh. iu ny c thc hin bng cch ci tin k thut, sng to hay p dng cng ngh mi nng cao cht lng, gim gi thnh sn phm, to kiu dng mi hp dn thu ht ngi tiu dng, to li th cnh tranh. V cng nh s cnh tranh lnh mnh m v th hng ho ca chng ta ngy cng c nng cao v chim v th trn th gii. Mt s sn phm Vit Nam va tr nn kh quen thuc vi ngi nc ngoi: c ph Trung Nguyn, thuc l Vinataba, giy dp Bitis, bnh ko Kinh ... Chnh nh chuyn ch trng n xy dng v pht trin thng hiu m nhng sn phm ny va thnh cng v tr nn c ting ni trn th trng Th gii, nng cao c v th ca Vit Nam trn trng quc t. Ngoi ra, nu c thng hiu mnh, cht lng hng ho c nng cao, tng sc cnh tranh gip cho chuyn y mnh tiu th sn phm. T doanh thu v li nhun ca doanh ngh cng tng ln, ly phn ng k vo chuyn tng thu nhp v i sng cho ngi lao ng. chnh l mc tiu ca cng cuc pht trin kinh t m ng v Nh nc ta ra.1.3. Cc yu t cu thnh thng hiu ngn hng C ch ny thay cho cng thc hot ng trc y l:Vn lu ng + Nh xng + Thit b + Sc lao ng Thng hiu trong thi i mi hay thi k kinh t Tri thc + Thng hiu + Qung co + Vn lu ng + Nhn ti + Th trng ng trn gc khch hng : Cht lng sn phm dch v ca ngn hng cng n nh ca n Chng loi sn phm dch v ca ngn hng Tin ch sn phm dch v ca ngn hng Thi phc v ca ngn hng Danh ting v uy tn ca ngn hngTrong thc t cc yu t khng c s phn nh r rt m c s giao thoa, lng ghp ln nhau, chuyn ho ln nhau. Thng hiu ngn hng cng c cu thnh t hai phn: Phn pht m c(phn c c)+ Tn ca ngn hng c khch hng nghe quen. V d: Vietcombank, ACB, Sacombank, Citibank, HSBC, v.v.+ Cu khu hiu (slogan) nh: HDBank c Ngn hng ca bn Ngi nh ca bn HSBC cNgn hng ton cu am hiu a phng+ cng c th on nhc ht c trng v cc yu t pht m c khc. Phn khng pht m c: L nhng phn cu thnh nn im khc bit ca Ngn hng, l:+ Biu tng (Logo) ca Ngn hng m nhng yu t ny khng c c, n ch c th cm nhn c bng th gic. Mu sc Kiu dng thit k V cc yu t nhn bit khc. C th nu ln mt s yu t gp phn to nn thng hiu ngn hng nh sau: Tng hnh nh: Khng phi tt c cc ngn hng u bit to dng hnh nh chuyn nghip, gn gi i vi khch hng ca mnh. iu ny i hi c b my phi ch n tng chi tit: t hnh vi ng x, ng phc nhn vin, phong cch giao tip, bng thng bo.Mt s ngn hng trong nc thm ch khng gi c v sinh ti thiu: bn gh bi bn, giy t ln xn H ly l do ng khch hoc ch l nhng tiu tit. Nhng thc t nhng iu c coi l tiu tit nh hng rt ln n thng hiu ca h. Tng gi tr c nhn: Ngn hng mun thnh cng phi ti a ha gi tr c nhn ca khch hng. Mt trong nhng bin php l qun l thng tin khch hng. Cc ngn hng chi nhiu tin hn c th qun l khch hng theo tui, thu nhp, a bn nhm theo st v gi chn khch hng lu hn.Cc ngn hng quc t xem khch hng nh v khch ca c cuc i, vi chu k 40-60 nm. Khch hng s ngh g khi ngn hng ny gi thip chc mng sinh nht h cn ngn hng khc th khng? Cu tr li l ngn hng no t chi chm sc nhng gi tr c nhn ca khch hng, ngn hng tt s thua cuc. Tng gi tr dch v: Ngn hng thuc lnh vc dch v. V vy, gi tr ca dch v v cng quan trng. Cc ngn hng chy ua khc lit a ra nhng Dch v hon ho, Dch v trn gi, Dch v thn thin u nhm lt vo danh sch cc ngn hng c dch v tt nht. Tng gi tr sn phm:Sn phm ca ngn hng nht thit phi em li cho khch hng mt gi tr. V d: s hu tm th ca ngn hng l s hu ti sn c gi tr. Gi tr c th gip h t c nhng mc tiu nht nh: thun tin trong thanh ton, p trong thm m, th hin tm, gi tr c nhn Gim chi ph v tin bc: Ngoi vic b sung v nng cao nhng gi tr khch hng nhn c, cc ngn hng lun n lc gim thiu cc chi ph cho khch hng: min ph gi xe, min ph ung, min ph dch v t vn qua in thoi Gim thiu cc ch ph v thi gian:Gim thi gian giao dch bng cng ngh kim tra ti khon qua mng, qua in thoi, gim thi gian i li bng cch m nhiu n v giao dch, gim th tc giao dch Gim chi ph v nng lng:C th hiu l nng lng m khch hng phi tn khi giao dch vi ngn hng nh nhin liu, phi leo qu nhiu tng n bn giao dch, m hi do th tc khng hp l Gim chi ph v tm l: Chng ta ni n vic cnh tranh vi cc ngn hng ngoi. Nhng quyt tm v hnh ng l hai vic khc nhau. Chng hn, ti mt s ngn hng, ngi ta vn thy cnh khch hng ng chen chc nh th ch ngn hng ban pht n hu. Nhiu ngn hng thng ng ca giao dch sm hn quy nh.Tm li, thng hiu khng ch l logo, qung co. Thng hiu l nhng gi tr c khch hng cm nhn v ghi nhn. Thng hiu nm trong tri tim, tr c ca khch hng v s trng tn nu ngn hng dy cng xy dng.1.4. Yu cu c bn ca vic xy dng thng hiu ngn hng Xy dng gi tr thng hiu phi m bo kt hp tng ho cc mi lin h v thi ca khch hng v cc nh phn phi i vi thng hiu. N cho php ngn hng t c li nhun v doanh thu ln hn t sn phm dch v so vi trng hp n khng c thng hiu. iu ny s gip cho thng hiu tr nn c th mnh, n nh v li th khc bit so vi cc i th cnh tranh. Xy dng gi tr thng hiu ca mt ngn hng phi gp phn lm cho gi tr tng thm i vi ngn hng v khch hng ca sn phm dch v c gn thng hiu . Xy dng gi tr thng hiu phi m bo mt tp hp cc ti sn mang tnh v hnh gn lin vi tn v biu tng ca mt thng hiu, n gp phn lm tng thm (hoc gim) gi tr ca mt sn phm hoc dch v i vi ngn hng v cc khch hng ca ngn hng. Cc thnh phn chnh ca ti sn ny gm:+ S nhn bit ca khch hng, ca i tc v tn thng hiu ngn hng.+ Lng trung thnh ca khch hng, ca i tc i vi thng hiu ca ngn hng.+ Cht lng sn phm dch v ca ngn hng khch hng v i tc d dng cm nhn c.+ Cc mi lin h thng hiu ca ngn hng cht ch, r rng v hiu qu. Xy dng gi tr thng hiu ca ngn hng phi m bo s hiu qu v doanh thu v li nhun m ngn hng thu c t kt qu ca nhng n lc marketing, qung b thng hiu trong nhng nm trc so vi nhng thng hiu cnh tranh. Xy dng gi tr thng hiu ngn hng phi kt hp c tt c nhng im mnh v tr gi ca mt thng hiu. im mnh ca thng hiu l tng ho cc mi quan h v thi t pha khch hng, cc nh phn phi. N cho php mt thng hiu c c nhng li th cnh tranh ni tri v bn vng. Tr gi thng hiu l kt qu v mt ti chnh ca nng lc qun l trong vic pht huy nhng im mnh ca thng hiu qua cc hnh ng mang tnh chin lc v chin thut nhm t c li nhun cao hn v ri ro t hn, c trong hin ti v tng lai. Xy dng gi tr thng hiu ca mt ngn hng phi m bo tr gi c th o lng c v mt ti chnh ca cng vic kinh doanh mt sn phm hoc dch v thng qua cc hot ng v chng trnh kinh doanh thnh cng ca ngn hng. Xy dng gi tr thng hiu phi m bo s hi lng ca khch hng c tip tc mua thng hiu ca ngn hng hay khng. V vy, vic o lng gi tr thng hiu ch yu lin quan n lng trung thnh v lng ho cc phn on th trng t nhng nhm khch hng s dng thng xuyn n nhm s dng khng thng xuyn.1.5. Cc tiu ch nh gi gi tr thng hiu ngn hng Li nhun ngn hng khng ngng tng mt cch vng chc: Mc tiu cui cng trong hot ng ca ngn hng thng mi l li nhun. Theo , ngn hng phi s dng tng th cc bin php nhm ti a ho li nhun. V vy, y l ch tiu c bn, mc tiu ca tt c cc ngn hng, mc tiu ca tt c cc hot ng chuyn mn, nghip v trong ngn hng hng ti, th hin tp trung nht ch tiu nh gi gi tr thng hiu ngn hng. Khch hng ngy cng tng mt cch n nh hay s hi lng ca khch hng i vi ngn hng: Cc khch hng truyn thng, khch hng c vn n giao dch vi ngn hng. ng thi khng ngng gia tng c khch hng mi, khch hng tim nng. Chnh s hi lng, s tha mn v tin ch, cht lng, thi giao dch, tnh an ton,ca cc sn phm, dch v m ngn hng cung ng cho khch hng to nn mi quan h hiu qu vi khch hng. cng l hiu qu ca vic qung b hnh nh ca ngn hng, lm cho nhiu ngi ngy cng bit n thng hiu ca ngn hng, n giao dch vi ngn hng. S chp nhn ca th trng, ca khch hng v cc sn phm:Mi t tung ra cc sn phm v dch v mi, km theo l cc hot ng Marketing tin hnh ng thi. Theo , khch hng, th trng nhanh chng chp nhn cc sn phm dch v vi mc khng ngng gia tng v m rng. Nh vy n cng th hin gi tr ca thng hiu ngn hng. Mt s ch tiu khc: l gia tng v quy m tin gi, s lng khch hng gi tin, s lng ti khon c nhn v s d ti khon tng thm, s lng th tn dng, th thanh ton pht hnh tng ln, doanh s thanh ton th tng ln, doanh s thanh ton v chuyn tin tng, cc quy m nghip v khc cng khng ngng tng ln.2. Thng hiu Ngn hng thng mi c phn Si Gn H Ni (SHB)2.1. Khi qut chung v Ngn hng thng mi c phn SHB2.1.1. Gii thiu chung v SHB Tn gi :Ngn hng TMCP Si Gn H Ni Tn vit tt :SHB c thnh lp theo cc Quyt nh s 214/Q-NH5 ngy 13/11/1993; Quyt nh s 93/Q-NHNN ngy 20/1/2006 v s 1764/Q-NHNN ngy 11/9/2006. Giy php KKD s 0103026080) Logo: Vn iu l:Gn 9,000 t VN. Ngi i din theo php lut: ng Nguyn Vn L Tng Gim c. Lnh vc kinh doanh: Kinh doanh tin t. Kinh doanh ngoi t, ngoi hi. Kinh doanh vng. Thanh ton quc t. Mng li hot ng: Hin ti SHB c 240 Chi nhnh v phng Giao dch trn cc tnh thnh trong nc v 2 Chi nhnh Quc t ti Campuchia v Lo. Tng ti sn:Trn 120,000 t VN.2.1.2. Qu trnh hnh thnh v pht trin ca SHB 3/11/1993: Ngn hng TMCP Nng Thn Nhn i (tin thn ca Ngn hng TMCP Si Gn H Ni) c thnh lp theo giy php s 0041/NH/GP ngy 13/11/1993 do Thng c Ngn hng Nh Nc Vit Nam cp v chnh thc i vo hot ng ngy 12/12/1993. Vi vn iu l ng k ban u l400 triu ng. 20/01/2006: Thng c Ngn hng Nh Nc Vit Nam k Quyt nh s 93/Q-NHNN v vic chp thun cho SHB chuyn i m hnh hot ng t Ngn hng Thng mi C phn Nng thn sang Ngn hng Thng mi C phn th 22/7/2008: Ngn hng Nh nc k quyt nh chp thun vic Ngn hng TMCP Si Gn - H Ni chuyn a im t tr s chnh t Cn Th ra H Ni. 28/05/2010: y ban chng khon nh nc (UBCKNN) ra quyt nh s 1547/UBCK-QLPH chp thun v nguyn tc vic ng k cho bn c phiu ra cng chng ca Ngn hng TMCP Si Gn H Ni (SHB) tng vn iu l t 2.000 t ng ln 3.500 t ng. 12/01/2011: Cn c theo cng vn s 79/NHNN-TTGSNH k ngy 06/01/2011,Thng c Ngn hng Nh nc Vit Nam chp thun cho Ngn hng TMCP Si Gn H Ni (SHB) c tng vn iu l t 3.497.519.070.000 ln 4.995.181.070.000 t ngun tri phiu chuyn i pht hnh thnh cng trong nm 2010. 07/08/2012 : ngn hng nh nc k quyt nh chnh thc chp nhn st nhp ngn hng TMCP nh H Ni habubank vo ngn hng TMCP Si Gn H Ni2.1.3. C cu t chc ca Ngn hng SHB

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P. Nhn sP. QL tn dngP. KHDNP. Php ch

P. Pht trinP. DV thP.KH c nhnP. HC QTP. Kim ton, KSNB

P. CNTTTi chnh - KTTT quc tP. QHC

P. u tTT thanh tanNVKD tin tP. k hoch

Cc chi nhnh v phng giao dch

2.1.4. Cc sn phm, dch v ca Ngn hng SHB2.1.4.1. Sn phm tin gi Tin gi thanh ton c nhn v doanh nghip Tin gi c k hn Tin gi tit kim khng k hn Tit kim d thng Tit kim gia tng Tit kim li sut iu chnh Tit kim vng Cc chng ch tin gi Cc chng trnh tit kim cho tng phn on khch hng.2.1.4.2. Sn phm cho vay i vi cc sn phm cho vay doanh nghip Vay b sung vn lu ng Cho vay ti tr ti sn c nh Cho vay u t/ d n Cho vay ti tr xut khu Cho vay ti tr nhp khu Chng trnh u i khch hng thn thit i vi cc sn phm cho vay c nhn Cho vay mua t Cho vay mua nh/ xy dng, sa cha nh H tr du hc trn gi Cho vay cn b - cng nhn vin Cho vay h tr sn xut kinh doanh Thu chi ti khon Cho vay cm c giy t c gi2.1.4.3. Dch v chuyn tin Chuyn tin trong nc Chuyn tin ra nc ngoi Chuyn tin t nc ngoi v Vit Nam Dch v chuyn tin siu tc Etransfer: qua Internet Banking v Mobile Banking.2.1.4.4. Dch v bo lnhL vic Ngn hng cam kt thc hin ngha v ti chnh thay cho khch hng vi nhiu loi hnh sau: Bo lnh thc hin hp ng Bo lnh np thu nhp khu Bo lnh d thu Bo lnh hon tm ng Bo lnh thanh ton Bo lnh vay vn Bo lnh pht hnh chng t c gi Ngoi ra, SHB cn tin hnh thc hin bo lnh quc t.2.1.4.5. Dch v th Th ghi n Solid card. Th Visa, Master v th tn dng. Cc im chp nhn th.2.1.4.6. Dch v thanh ton Dch v thanh ton trong nc Dch v thanh ton quc t Thanh ton in t - Ezpay Thanh ton h cc VNPT Thanh ton tin in Thanh ton mua bn hng qua mng.2.1.4.7. Cc sn phm, dch v khc Dch v Bancassurance: SHB s lm i l chnh thc ca Cng ty Bo him SHB Vinacomin (SVIC) Kinh doanh ngoi t Chi tr lng cn b - cng nhn vin Dch v Phonebanking ng dy nng 24/24 Dch v ngn qu Thu chi h tin bn hng Dch v chuyn i ngoi t H tr du hc Ngoi ra, SHB cn cung cp cc dch v: t vn u t, nhn y thc u t, qun l ti sn, chit khu, mua bn chng t c gi v cc dch v khc ca ngn hng trong khun kh quy nh ca Ngn hng Nh nc.2.1.5. i tc2.1.5.1. Cng ty c trn 50% vn c phn/ vn gp do SHB nm gi Tn cng ty: Cng ty TNHH mt thnh vin qun l n v khai thc ti sn SHB Giy php kinh doanh: 508/Q-NHNN v KKD s 0104006217 Lnh vc kinh doanh: Qun l n v khai thc ti sn T l: 100% Cng ty c phn chng khon SHB ( SHBS) Lnh vc kinh doanh: chng khon Vn : 98,47 %

2.1.5.2. Tnh hnh u t vo cc cng ty c lin quan

2.1.5.3. Cc c ng/ thnh vin gp vn ln

C NGS LNG C PHNT L VN GP

Tp on cng nghip Than-Khong sn Vit Nam30.000.00015%

Tp on cng nghip cao su Vit Nam30.000.00015%

Cng ty TNHH u t pht trin H Long16.000.0008%

Cng ty c phn tp on T&T25.094.16012,55%

ng Quang Hin Ch tch HQT14.004.9627%

2.2. Cng tc xy dng thng hiu SHB2.2.1. Thng hiu SHB2.2.1.1. Gii thiu chung ngha biu tngLogo c bt u bng biu tng hnh khi n gin c cch iu to s r nt v n tng ca 2 ch S&H hin i vng chc v cha ng ngha y . Ch S mang hnh dng Vit Nam th hin cho s pht trin ca ngn hng SHB vi mt mng li ton cu. Ch H l khi tng th mu cam, s gn kt cht ch ca khi mu cam th hin s ng lng vt qua mi kh khn, c vng kht khao vt qua mi kh khn chin thng ca hi ng qun qun tr, tp th ban lnh o v l phng chm ton b cn b, nhn vin hnh ng. T duy vt l : s kt hp to nn hnh tng chuyn ng ca dng sng khng b gii hn, th hin s lun chuyn ca vng quay tin t. Nhn t gc m thut: y l s kt hp hi ha ca hnh khi chc khe v ng cong mm mi V tng th: biu tng th hin s hon thin v ngha v mang n cm gic D NHN BIT, D NH, D GN, VNG KH ngha thng hiu ca tn vit tt Tn thng hiu SHB c thit k vi phng ch n gin ng lin nhau to th ng chn tr khe, vng chc, th hin sc mnh ni lc ca ngn hng, th hin tinh thn hi nhp trong xu hng ton cu ha. S ch ci u tin ca a danh Si Gn H ch ci u tin ca a danh H Ni B ch ci u ca t Bank B cc gia logo v tn thng hiu l mt tng th cn i, hi ha, hon thin v ngha v mang n cm gic: n tng, d nhn bit, d nh, d gn, vng kh. ngha mu sc Mt phn quan trng khng nh cho trit l thng hiu v gi gm ngha vn ha l mu sc ca logo: mu xanh tm v mu cam. Mu xanh tng trng cho uy quyn, nh c, an ton, ng tin cy, biu tng ca sc sng, tinh thn hin i, nng ng, ch mnh m v kht vng vn xa. Sc cam tr trung hin i hng ti hi nhp c ch to im nhn. y l sc mu ca nng lng th hin sc mnh, s thnh vng v pht trin bn vng v n nh Logo vi hai mu mnh tng phn trn tng th b cc hi ha to c hiu ng lin kt mnh m, b sung, tn sc thi cho nhau, tng thm ngha vn ha cho logo khi kt hp ngha mu sc vi ngha hnh khi. Slogan:Chng ta c th thy r rng t tng thit k biu tng ti cch kt hp vi mu sc nhm khng nh thng ip truyn ti ca SHB.i tc tin cy, gii php ph hp - Solid partners, flexible solutionsy l sc mnh lm nn uy tn thng hiu, gp phn to du n trong cm nhn ca cng chng ng thi khc du v hnh nh xut hin ca mt ngn hng ti chnh tin t hi cc yu t: Sc mnh, Cng ngh v Con Ngi. Tt c nhng iu s gp phn vo s pht trin ca hm nay v ngy mai.

2.2.1.2. V th thng hiuSTTCc t chc ngn hng ti Vit NamS lng

1Ngn hng thng mi quc doanh5

2Ngn hng chnh sch1

3Ngn hng thng mi c phn37

4Ngn hng lin doanh 5

5Chi nhnh ngn hng nc ngoi48

6Ngn hng 100% vn nc ngoi5

7Vn phng i din ngn hng nc ngoi ti VN48

Tng149

SHB l 1 trong 37 ngn hng thng mi c phn. Qua qu trnh hot ng, vt qua nhiu kh khn cng nh thch thc, ngn hng thng mi c phn Si Gn H Ni c nh gi l mt trong nhng ngn hng ln v uy tn ca Vit Nam. Tuy nhin, mt chng no , h thng ngn hng Vit Nam ni chung v SHB ni ring cha c mt thng hiu thc s tt, cha c s tin cy tuyt i cho khch hng. Nhiu v tai ting trong lnh vc ngn hng thi gian qua c tc ng bt li n thng hiu ca ngnh Ngn hng. Nhn chung, thng hiu ca ngnh Ngn hng Vit Nam cn m nht so vi th gii.Tng lai, SHB lun hng ti xy dng hnh nh l mt i tc tin cy, lun mang n nhng Gii php ph hp cho khch hng. SHB hng n mc tiu tr thnh mt trong mi ngn hng bn l a nng hin i hng u ti Vit Nam, phn u n nm 2015, tr thnh mt Tp on ti chnh cung cp sn phm dch v a dng cho cc th trng c la chn, h thng ngn hng hot ng an ton, minh bch, pht trin bn vng, p dng cng ngh thng tin hin i, p ng cc yu cu hi nhp kinh t quc t. lm c iu , SHB phi thc s hiu r c nhng im mnh, im yu ca chnh bn thn ngn hng tip tc pht huy nhng im mnh v hn ch nhng yu im; nm chc c c hi cng nh nhn ra c thch thc. Bng cch phn tch SWOT, ngn hng s d dng nm bt c r hn: Streng ( im mnh )Trong thi gian qua, SHB k kt tha thun hp tc chin lc ton din vi Tp on Cng nghip Than - Khong sn Vit Nam v Tp on cng nghip Cao su Vit Nam, st nhp vi ngn hng thng mi c phn nh H Ni ( Habubank), trn c s pht huy ti a li th v th mnh ca cc bn, hnh thnh lin minh Tp on kinh t ln a nng p ng s pht trin ca cc bn v nhu cu ca nn kinh t. Vi nh hng xy dng SHB tr thnh mt trong mi ngn hng bn l a nng hin i hng u trong h thng ngn hng thng mi c phn ti Vit Nam, rt ngn khong cch v quy m vi cc ngn hng nh nc, SHB xy dng k hoch pht trin vi cc ch s tng trng cao v tng ti sn, huy ng vn, d n tn dng... so vi tc tng trng bnh qun ca ngnh. Ngun vn ch s hu cng s tng trong nhng nm ti bng hnh thc pht hnh thm c phiu v li nhun li. Bn cnh yu t tng trng, SHB cng rt ch trng vn n nh, an ton v hiu qu trong hot ng. Ngn hng ang hng dn cng tc qun tr v iu hnh theo cc chun mc quc t, p dng cng ngh tin tin trn th gii vo hot ng qun tr v kinh doanh. Cc yu t th hin nh hng v chin lc kinh doanh ca SHB hon ton ph hp vi nh hng ca ton ngnh ngn hng, sn sng cho thi k hi nhp kinh t khu vc v th gii.Bn cnh , SHB vi i ng cn b nhn vin tr, nhit huyt, c trnh nghip v chuyn mn, c o to bn bn, c o c ngh nghip, ban iu hnh l nhng ngi c kinh nghim cng tc trong lnh vc ti chnh ngn hng. Weaknesses (im yu)D c coi l kh si ng trong vng nm nm gn y nhng vic xy dng thng hiu vn cn kh mi m trong ngnh ngn hng. Bn cnh , s a dng v khch hng gy kh khn cho ngn hng khi cng lc phi c c chin lc kinh doanh ph hp vi mi i tng khch hng (c nhn, t chc, ngi vay - ngi gi tin).Vo thng 9 nm 2009, li dng khe h trong cng tc qun l cc ti khon chi tr li tit kim ca Ngn hng SHB, mt nhn vin li dng chc v, quyn hn c giao, t hch ton chuyn trn 24 t ng t cc ti khon chi tr ca ngn hng vo ti khon khng chim ot. V tai ting ny cng tc ng bt li n thng hiu ngnh ngn hng SHB.Mc tn nhim, SHB hin ti cha bng mt s ngn hng TMCP nh Sacombank, ACB,... nhng theo nh gi hot ng ca Ngn hng Nh nc qua bng nh gi xp hng, mc tn nhim v hiu qu hot ng ca SHB qua tng nm ngy cng tng ln, p ng cc tiu chun ca ngn hng nh nc. Opportunities (C hi)Sau s kin gia nhp WTO, nn kinh t Vit Nam c d on l duy tr tc tng trng n nh nh s gia tng ngun u t nc ngoi vo Vit Nam, s pht trin mnh m ca khi kinh t t nhn, nhng ci cch mnh m ca khi kinh t nh nc, nhng c hi t qu trnh hi nhp kinh t ton cu. S pht trin kinh t to iu kin cho s pht trin th trng dch v ngn hng ni chung v SHB ni ring.Bn cnh , mi trng chnh tr php lut n nh, gip cho mi trng kinh doanh ngy cng thng thong hn, khuyn khch tnh t ch cao hn ca doanh nghip. Ci cch ngn hng s c thc y nhanh hn nhm to iu kin cho cc NHTM p ng c nhng thch thc trong hi nhp kinh t quc t bng vic tng cng ni lc pht huy tnh cnh tranh trong hot ng kinh doanh, m bo hot ng thng mi, dch v theo cc nguyn tc th trng. Threats (thch thc)nh gi tc ng sau khi Vit Nam gia nhp T chc Thng mi Th gii (WTO) i vi nn kinh t, c th trong lnh vc ngn hng v bo him, theo nhn nh chung ca cc chuyn gia, ngn hng l lnh vc chu nhiu sc p hi nhp nht so vi cc lnh vc kinh t khc. Sc p ny hin ang gay gt hn khi bt u t khi Vit Nam c s hin din ca ngn hng 100% vn nc ngoi.Vic hai ngn hng nc ngoi Standard Chartered Bank v Ngn hng Hong Kong Thng Hi (HSBC) chnh thc c cp php thnh lp ngn hng 100% vn ngoi ti Vit Nam t 08/9/2008 nh du mt bc ngot mi trong cuc cnh tranh ginh th phn gia cc ngn hng ang hot ng Vit Nam. Nm 2013, mt nm c d on vi mt nn kinh t cn nhiu kh khn, bt n. Nhim v t ra i vi ngnh Ngn hng cn rt nng n, trong trng tm l thc hin cc gii php kim ch lm pht, n nh kinh t v m, h tr tng trng kinh t mc hp l, tng cng qun l th trng vng, th trng ngoi t v tip tc c cu li h thng cc t chc tn dng m bo n nm 2015 pht trin h thng tn dng theo hng hin i, an ton, hiu qu v hi nhp kinh t th gii. Trong nm 2013, ngn hng nh nc s trin khai ng b cc gii php v qun l, thanh tra, gim st, hon thin th ch cng c trt t, k cng trn th trng tin t, tn dng, ngoi hi, t gi, th trng vng, bo m hot ng ca h thng cc t chc tn dng an ton, tun th theo quy nh ca php lut. Hin nay, cc i th cnh tranh chnh ca SHB l cc ngn hng thng mi c phn c cng i tng khch hng, cc Ngn hng thng mi c phn ny ang hot ng c hiu qu v tch cc tng vn, m rng hot ng kinh doanh.Trong lnh vc huy ng vn, SHB cn ang phi cnh tranh vi cc cng ty khc nh cng ty bo him, cc cng ty c phn nim yt trn th trng chng khon v ngun vn trung v di hn. Cc t chc ti chnh phi ngn hng cng c th cung cp cc sn phm ring l hoc hn hp cnh tranh vi cc ngn hng thng mi.2.2.2. Cng c xy dng thng hiu SHB2.2.2.1. To dng thng hiu SHB xy dng thng hiu, tn gi l thnh t c bn trong chin lc thu ht khch hng. y l yu t chnh hoc lin h chnh ca sn phm, dch v mt cch c ng v tinh t. Tn gi l n tng u tin v ngn hng cng nh mt dch v ca ngn hng trong nhn thc ca khch hng. Cch t tn ca ngn hng thng mi c phn Si Gn H Ni s dng t vit tt ca ngn hng: SHB. Tn thng hiu ny p ng c mc tip nhn ca khch hng cng nh nhng yu cu bo h thng hiu: D nh, d nhn bit, d gn. C ngha: tn ngn hng c to nn t s gn kt tn hai nn kinh t ln ton quc th hin sc lu thng ca tin t, ngun vn, cho s pht trin ca SHB vi mt mng li ton quc, v trong tng lai s khng ngng vn xa tri rng khp ton cu. Logo l cch gii thiu bng hnh nh v ngn hng. Logo mt khi to c n tng tt p vi khch hng s l yu t truyn ti tt nht thng ip ca thng hiu. Logo ca SHB mang thit k v sc cam n gin, hin i, m bo tnh cn i hi ha to thnh mt chnh th thng nht. im nhn ca logo chnh l ch S cch iu gi lin tng khng gii hn cho khch hng. Ch S mang hnh dng t nc Vit Nam vi nhng ng cong tng trng cho s uyn chuyn, linh hot, mang hnh nh ca nhng dng chy xuyn sut. Slogan i tc tin cy, la chn ph hp- Solid partners, flexible solutions mang ni dung sc tch, cha ng ngha v thng ip m ngn hng mun gi gm n khch hng v cc doanh nghip. Slogan ny c thit k ph hp vi tiu ch: d nh, th hin c c tnh cng nh nguyn vng ca khch hng; mang li n tng tt v c bit l tnh khi qut cao v d chuyn i khi doanh nghip mun m rng th trng ra khu vc v quc t. Cch b tr trang Web ca SHB r rng, cc phn mc c sp xp rt c th, tm kim nhanh. Tin tc mang tnh thi s, nhng thay i ca ngn hng c cp nht hng ngy. Khch hng cng nh cc thnh phn quan tm c th theo di thng xuyn. Mi trng lm vic SHB c th ni l mt mi trng tr trung nng ng, kch thch s sng to nhy bn ca nhn vin. ngn hng SHB c quy nh v vn bn lu hnh ni b. B cc r rng, c quy nh v v tr ca logo v mu sc mang c trng ca ngn hng SHB Cch b tr vn phng, tr s: Tr s chnh v h thng cc chi nhnh giao dch c thit k ng nht trn ton quc. Mu sc ch o l mu xanh v cam t nhng vt dng n tng th. Quy nh v ng phc: Cc giao dch vin SHB mc o di ng ng phc hoc mc o s mu cam. iu ny to nn s chuyn nghip, gy n tng v cm tnh tt cho khch hng khi n giao dch ti Ngn hng.2.2.2.2. Qung b thng hiu SHB Xy dng trang Web:Website chnh l b mt ca doanh nghip trn Internet. Website l mt nn tng tuyt vi xy dng thng hiu, v vy iu quan trng l khng b qua vic xy dng thng hiu khi thit k web. SHB xy dng Website Intranet cung cp thng tin ni b v Website Internet qung b hnh nh SHB vi tn min http://www.shb.com.vn. V tr t logo SHB trn website l gc tri pha trn ca trang. V tr ny l ni phn ln mi ngi s nhn khi m site ca v n cng thng c dng t link quay li trang ch.S la chn mu sc l rt quan trng trong xy dng thng hiu. Mu sc khng ch l thm m m n kch thch cc cm xc v mang li nhng lin kt tim thc vi rt nhiu th. Mu sc ch o ca website l xanh tm v cam hai mu ch o trong logo thng hiu SHB. Tt c cc hnh nh c dng trn website t background, header, banner, tiu , link u lin quan n hai mu ny. Khng ch gi tnh nht qun v mu sc, hnh nh v font ch trong ton b trang web ca SHB m bo mang mt hnh nh thng nht cho ngi truy cp. Quan h cng chng (Public Relations PR)PR l mt cng c xc tin thng mi nhm cung cp kin thc cho cng chng, trong bao hm mc ch thay i nhn thc ca cng chng i vi mt t chc hay doanh nghip. PR l cng c quan trng trong tip th v pht trin thng hiu. Thng qua PR, ngn hng cung cp cho gii truyn thng cc thng tin, d liu v sn phm, dch v ngn hng, tr li cu hi ca khch hng, m bo cho Nh nc thy rng nh hng ca doanh nghip i vi x hi l tt. Bn cnh , ngn hng phi c nhng hot ng ng gp vo s pht trin ca cng ng. C th ni, cc mi quan h cng chng bao gm tt c cc hot ng truyn thng ngoi qung co v bn hng trc tip. Thng qua cc hot ng marketing Xut bn bn tin SHB nhm cung cp cho khch hng nhng thng tin cp nht v tnh hnh hot ng kinh doanh, tnh hnh ti chnh, qun tr v cc sn phm, dch v ca SHB. Cc hot ng qung co trn tivi, internet, bo, tp ch, cc t ri, p phch, bin qung co.... Ti tr cho cu lc b bng SHB nng, ti tr cc gii th thao. Thng qua cc chng trnh hnh ng v cng ng Thng hiu SHB khng ch c bit n l mt ngn hng tr, nng ng m cn l mt ngn hng tch cc tham gia vo cc hot ng x hi. Ci tn ngn hng SHB ngy cng tr nn thn thuc hn vi nhiu ngi Vit Nam. Trong sut qu trnh hnh thnh v pht trin, khng ch tp trung vo hot ng kinh doanh gp phn xy dng nn kinh t t nc, SHB cn ch trng ti cc cng tc x hi v tham gia ng gp vo s pht trin cng ng. SHB coi l mt nhn t khng th thiu doanh nghip pht trin bn vng ng thi cng c thng hiu SHB, a thng hiu SHB ha vo cng ng. Tip ni nhng thnh qu t c t khi chuyn i ln ngn hng th, SHB quan tm v tch cc tham gia cc hot ng x hi t thin chia s trch nhim vi cng ng v x hi.2.2.2.3. Bo v v pht trin thng hiu Thng hiu lun gn lin vi hot ng kinh doanh ca doanh nghip. V th sau khi thng hiu c ng k bo h, doanh nghip vn cn phi n lc trin khai s dng thng hiu ca mnh. Bi vy, SHB vn khng ngng nng cao cht lng dch v ngn hng ca mnh v qung b thng hiu. Vic st nhp ngn hng Habubank vo ngn hng SHB vo nm 2012 gip cho SHB c s tng ln vt bc v quy m, tnh n thi im ngy 18 thng 04 nm 2013, SHB c: 1 Hi s chnh. 1 Cng ty con. 48 chi nhnh cp mt ( trong 1 Campuchia, 1 Lo) . 168 phng giao dch ti cc tnh v thnh ph trn c nc. 10 qu tit kim.Vi240 chi nhnh v phng giao dch ti tt c cc thnh ph ln, cc tnh thnh c tc tng trng cao trn khp c nc, SHB cung cp y cc dch v ca mt ngn hng bn l hin i vi quy trnh giao dch thng nht trn ton h thng. Hng chc nghn doanh nghip va v nh, hng triu khch hng tiu dng v h gia nh, hng ngn khch hng ln l cc tp on, tng cng ty nh nc... ang c SHB phc v cc dch v tn dng, thanh ton quc t, tin gi v thanh ton trong nc... Tt c u c thc hin nhanh gn, d dng v m bo yu t an ton tuyt i. Ngoi ra, ngn hng cn thnh lp 2 cng ty con cng ty trch nhim hu hn MTV qun l n v khai thc ti sn ngn hng thng mi c phn Si Gn H Ni vi t l vn l 100% chuyn hot ng trong lnh vc ti chnh ngn hng v cng ty c phn chng khon SHB (SHBS) vi t l vn gp l 98,47 % chuyn hot ng trong lnh vc chng khon. Bn cnh , vic st nhp gip cho ngn hng SHB t ti mc: Tng ti sn l 120.000 t ng Vn iu l gn 9.000 t ng Li nhun trc thu 1.668 t ng Tuy nhin do l ly k ca Habubank chuyn giao khi st nhp khin cho li nhun cn li 8.2 t ng Vi vic m rng quy m, mng li giao dch ca SHB cng c m rng, SHB s p ng c nhu cu s dng dch v ngn hng ca ng o khch hng ti a bn, ng thi khng nh s pht trin bn vng v chuyn nghip ca h thng SHB. Ti mi chi nhnh, phng giao dch s cung cp y cc sn phm dch v ngn hng nh: Khi khch hng c nhn:+ Ti khon tin gi+ Tin gi tit kim+ Dch v ngn qu+ Sn phm cho vay+ Dch v chuyn tin+ Ngn hng in t+ Dch v khc. Khi khch hng doanh nghip:+ Ti khon tin gi+ Bo lnh+ Sn phm cho vay+ Dch v ngn qu+ Thanh ton ton quc+ H tr li sut+ Dch v khcSHB xc nh vic pht trin thng hiu l mt trong nhng mc tiu chin lc trong qu trnh pht trin ca Ngn hng. SHB tp trung m rng dch v hng vo i tng doanh nghip va v nh (hin chim 90% tng s cc doanh nghip Vit Nam) hot ng trong cc lnh vc. Ngoi ra, SHB cn ch trng lin kt vi cc khch hng l cc Tp on kinh t ln, cc doanh nghip sn xut kinh doanh c tc tng trng cao nh: ngnh cng nghip than; ngnh cng nghip cao su; cng nghip ng tu; giao thng; cng bin; thu nhit in; kinh doanh xy dng a c ... Hin nay SHB c nhng c ng ln l cc tp on kinh t ln nh Tp on TKV, Tp on Cng Nghip Cao Su, v Tp on kinh t t nhn nh Cng ty CP Tp on T&T. SHB ang la chn c ng chin lc l cc tp on ti chnh nc ngoi nhm nng cao nng lc qun tr v cng ngh gp phn a SHB tr thnh Tp on ti chnh ln mnh. Bn cnh nhng khch hng trong lnh vc xy dng, sn xut kinh doanh, dch v ... SHB cn hng n khch hng nng thn, tp trung u t cho cc d n pht trin chn nui em li li nhun kinh t cao.Bn cnh vic n lc pht trin thng hiu, SHB lin tc tin hnh cc bin pht bo v thng hiu nh ng k bo h thng hiu v ch ng thc hin cc bin php t bo v ngn hng. Kin quyt s dng cc bin php x l v cng rn khi xy ra cc s c, tranh chp. Cch thc thng thng m ngn hng tin hnh l yu cu cc c quan Nh nc c thm quyn c bin php bo v quyn li hp php ca mnh nh buc chm dt hnh vi xm phm, bi thng thit hi, x pht hnh chnh hoc truy cu trch nhim. Nh: truy t L N D Tho ( nhn vin chi nhnh ngn hng SHB ti Nng ) v ti Lm dng tn nhim chim ot ti sn gy tht thot khng thu hi c hn 9,3 t ng... hay ln ting gii thch nhng tranh ci hiu gy nh hng ti uy tn ca ngn hn nh v vic ngi dn t co ngn hng chim ot nh dn...2.2.3. nh gi cng tc xy dng thng hiu2.2.3.1. Thnh tuXuyn sut qu trnh hot ng, SHB lun hoch nh chin lc r rng, lu di, ch ng cng tc d bo v c iu chnh ph hp cho tng giai on pht trin, m bo tnh cnh tranh, lun to ra s khc bit. Vi nn tng cng ngh hin i, i ng nhn s tr, nhit huyt v chuyn nghip trong cc hot ng cng vi s on kt trong qun tr v iu hnh to ra sc mnh to ln cho SHB. Nh , SHB lun tng trng vt bc qua tng nm, pht trin an ton, bn vng. SHB dn dn to ra mt ch ng cho thng hiu ca mnh t khi chuyn mnh ln Ngn hng th. Nm 2011: Hun chng lao ng hng Ba ca ch tch nc CHXHCN Vit Nam trao tng cho ngn hng thng mi c phn Si Gn H Ni SHB Ngn hng cung cp dch v thanh ton quc t xut sc nht nm 2010 do Wells Fargo trao tng Gii thng Ngn hng trin khai phn mm ngn hng li tt nht Chu do The Asian Banker bnh chn Gii thng ngn hng trng nhanh nht Top 500 doanh nghip Vit Nam nm 2010 Gii thng thng hiu mnh nm 2010 Gii thng ngn hng c cht lng thanh ton quc t xut sc nht 2010 do Bank of New York trao tng. Nm 2012: Gii thng ngn hng tt nht Vit Nam nm 2012 do The Banker trao tng ng th 56/1000 doanh nghip np thu thu nhp ln nht Vit nam 2012 Gii thng bo co thng nin tt nht nm 2012 Gii thng nhn hiu ni ting Vit Nam Top 30 doanh nghip Vit Nam u tin c chn vo Asean Stars Thng hiu mnh nm 2012 Gii thng Ngn hng c cht lng thanh ton quc t xut sc nht nm 2011 do Wells Fargo Bank trao tng Gii thng Ngn hng c cht lng thanh ton quc t xut sc nht nm 2011 do Bank of New York trao tng Nm 2013: Gii thng Ngn hng c cht lng thanh ton quc t xut sc nm 2012 do Bank of New York trao tng Gii thng hiu mnh Vit Nam nm 20122.2.3.2. Tn ti Ti SHB cha c phng ban cho b phn chuyn trch v thng hiu. Thc t, SHB c mt b phn nhn s nh ph trch vn qun tr thng hiu nhng nhng nhn s ny cng ng thi kim nhim b phn marketing hoc phng kinh doanh ca doanh nghip. Vi s b tr nhn s nh vy, SHB cha th khai thc ht nng lc v s sng to ca nhng nhn vin lm thng hiu. Hot ng nghin cu th trng, nhu cu ca khch hng, nghin cu i th cnh tranh cha c tin hnh thng xuyn v ng b, c h thng. Ngn hng cha c cc hot ng qung co marketing dng nh cha r nt, cha phc v nhng mc tiu c th. Mc tham gia vo th trng lin ngn hng, th trng ti chnh hu nh cha pht trin. Tc tng trng tn dng nhanh, ri ro v tp trung tn dng cao, d phng ri ro tn dng cn thp, v cc c th mang tnh thch thc ca mi trng hot ng ti Vit Nam. Hn ch v c ch chnh sch v qu trnh thc thi php lut ca Nh nc:Hin nay Vit Nam, c nhiu c quan cng tham gia vic thc thi bo h thng hiu, c h thng ta n v h thng thc thi hnh chnh u tham gia vo cng tc bo v quyn SHTT, ring h thng thc thi hnh chnh bao gm nhiu c quan: Cc S hu tr tu, Cc Qun l th trng, Thanh tra khoa hc cng ngh, Cng an kinh t, B i Bin phng v Hi quan. Tuy nhin khng c c quan no chu trch nhim chnh vn ny. Do vy, doanh nghip vn c nguy c tr thnh nn nhn ca tnh trng nh cp v nhi thng hiu. Bn cnh , th tc phc tp v kh khn trong vic thc hin. Thi gian x l h s gy mt thi gian cho doanh nghip.3. nh hng pht trin thng hiu3.1. Chin lc pht trinSHB hng n mc tiu tr thnh ngn hng bn l a nng hng u Vit Nam, phn u n nm 2015 tr thnh mt Tp on ti chnh ln mnh cung cp cc sn phm, dch v a dng cho th trng trn nn tng h thng ngn hng hot ng an ton, minh bch, pht trin bn vng, p dng cng ngh thng tin hin i, p ng cc yu cu hi nhp kinh t quc t. Khch hng mc tiuSHB tp trung m rng sn phm dch v hng vo i tng doanh nghip va v nh (hin chim 90% tng s cc doanh nghip Vit Nam) hot ng trong cc lnh vc: Sn xut, xut nhp khu hng th cng m ngh Sn xut, xut nhp khu hng may mc Sn xut, xut nhp khu hng gia dng, dn dng, ni tht Sn xut, xut nhp khu hng in t vin thng Sn xut, xut nhp khu hng nng sn thc phm, thy hi sn Sn xut, gia cng phn mm, cng ngh caoCh trng lin kt vi cc khch hng l cc tp on kinh t ln, cc doanh nghip sn xut kinh doanh c tc cao nh : ngnh cng nghip than, ngnh cng nghip cao su, cng nghip ng tu, giao thng cng bin, thy nhit in, kinh doanh xy dng a c...Bn cnh nhng khch hng trong lnh vc xy dng, sn xut kinh doanh, dch v.... SHB cn hng n khch hng nng thn, tp trung u t cho cc d n pht trin chn nui em li li nhun kinh t cao.SHB lun quan tm phc v cc nhu cu sn xut kinh doanh v tiu dng ca khch hng l cc h kinh doanh c th, cc c nhn v cc h gia nh Th trng mc tiu Thnh ph ln: H Ni, TP. H Ch Minh, Nng, Cn Th v Hi Phng Tnh, thnh ph c mc tng trng cao, dn s ng: Qung Ninh, Vinh, Nha Tri trang, Vng Tu, Lng Sn, Lo Cai, ng Nai, Gia Lai, Hng Yn, Khnh Ha, Kin Giang, Lm ng, Qung Nam. Bnh Phc. Sn phm mc tiu i vi khch hng c nhn:Vi mc tiu phn u tr thnh mt ngn hng bn l a nng hin i. SHB tp trung pht trin nhiu sn phm phc v khch hng c nhn bng cc sn phm phc v khch hng c nhn bng cc sn phm a dng, n gin, d hiu, c tnh i chng, tnh ph cp v tiu chun ha cao thng qua mng li rng v cc knh phn phi nhm p dng ti a cng ngh thng tin.Huy ng tit kim vi nhiu hnh thc a dng, tit kim rt gc li linh hot, m ti khon c nhn vi li sut linh hot tng theo s d bnh qun.Sn phm hot ng tn dng a dng tin ch. i vi khch hng doanh nghip:SHB pht trin nhiu sn phm thc dch v a dng v ng b cung cp cho cc doanh nghip, cc sn phm cho cc doanh nghip, cc sn phm ngn hng bn bun ca SHB bao gm cc sn phm huy ng vn linh hot v a dng, cc sn phm tn dng v phi tn dng vi cc loi dch v khc c gi tr giao dch ln, phc tp cao v thng c thit k ph hp vi nhu cu ring bit ca tng nhm, ngnh ngh ca doanh nghip. Mc tiu nm 2013 Lt vo Top 8 ngn hng hng u Vit Nam Quy m ngn hng nm 2013 tng ln v s lng v cht lng H thng mng li: trn 240 chi nhnh v phng giao dch trn ton quc n ngy 31/12/2012. Cng ngh: p dng cng ngh qun l ngn hng v cc sn phm dch v ngn hng tin tin, hin i; Cng ty thnh vin: a vo hot ng cc cng ty trc thuc nh cng ty cho thu ti chnh, cng ty bo him, cng ty mua bn n, Cng ty a c. Cn b nhn vin c o to mt cch c h thng v chuyn nghip.Vi nh hng pht trin l tr thnh mt trong nhng ngn hng bn l a nng hin i trong ngn hng, rt ngn khong cch v quy m vn v ti sn vi cc ngn hng TMCP, SHB xy dng k hoch pht trin vi cc ch s tng trng v tng ti sn, huy ng vn, d n tn dng,cao so vi tc tng trng bnh qun ca ngnh. Bn cnh yu t tng trng, SHB cng ch trng v vn n nh, an ton v hiu qu trong hot ng kinh doanh. SHB ang hng dn cng tc qun tr v iu hnh theo chun mc quc t. Cc yu t th hin nh hng v chin lc kinh doanh ca SHB hon ton ph hp vi nh hng ton ngnh ngn hng, sn sng cho thi k hi nhp kinh t khu vc v th gii.3.2. Mt s gii php Xy dng chnh sch thng hiu r rng v mang tnh chin lc lu di bn vng. Nhn thc ng n v y v thng hiu mt cch thng nht t cp lnh o cao nht ti nhn vin cp thp nht Xy dng i ng cn b lm cng tc truyn thng chuyn nghip hn Xy dng i ng cn b chuyn trch c o to cc k nng quan h vi cng chng, bo ch. Nng cao cht lng cc bi vit, tin, nh khng ch cung cp cho t Thng tin, Website m cn c th cung cp cho cc bo i trong v ngoi ngnh. Vic trin khai cc chin lc marketing v hot ng truyn thng nhm khuch trng thng hiu phi c thc hin thng xuyn, ng b tt c cc n v trong h thng. Ph bin thng tin trong ni b ngn hng mt cch c th, chnh xc, nhanh chng. Xy dng k nng x l thng tin t khch hng cho nhn vin: nh k nng nghe, k nng phn tch thng tin, k nng phn tch thng tin, k nng giao tip, k nng khi ni chuyn vi khch Tip tc thc hin cc bin php tng vn ch s hu mt cch nhanh chng v an ton Tng cng cng tc huy ng vn. Qun l tt ri ro ti sn. Phi m bo thanh khon Nng cao hiu qu hot ng thng qua vic nh hng kinh doanh r rng. Nng cao khoa hc k thut, cng ngh thng Xy dng chin lc khch hng v pht trin mng li.

PHN KT LUN

C th ni rng, thng hiu c vai tr quyt nh n s tn ti v pht trin ca cc ngn hng, c bit trong thi k suy thoi kinh t ton cu. S v hng lot ca cc thng hiu ngn hng ln trn th gii rt ra mt bi hc ln cho cc ngn hng mun tr vng c th song hnh cng nn kinh t vt qua im un ca chu k suy thoi l cc ngn hng trong h thng ngn hng Vit Nam cn xy dng thng hiu ca ngn hng mnh phi c im khc bit, nhn din cao, c quc t ha v truyn ti c nhng gi tr c o va ng lc va xoy thng vo c mun ca khch hng v y cng l nh hng quan trng trong vic xy dng thng hiu ca ngnh Ngn hng Vit Nam trong thi gian ti. Vi nhng sc p, mc cnh tranh ngy cng ln cc doanh nghip thc s phi n lc trong vic xy dng, bo v v pht trin thng hiu. SHB mc d t c nhiu thnh tu, vt qua nhiu kh khn khng nh v th ca mnh; tuy nhin khng th t mn m phi phn u ht sc mnh tm mt hng i ring cho chnh bn thn ngn hng v to mt ch ng vng chc trong h thng ngn hng Vit Nam.

TI LIU THAM KHO Gio trnh Marketing ngn hng Bn co bch SHB nm 2009 Bo co thng nin nm 2011 ca ngn hng SHB http://www.shb.com.vn

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Trn Th Hin25%

L Th Thanh Tnh25%

Trng Th Thi25%

Phm Bo Trung25%

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