VanLuong.blogspot.com BIDV

8/2/2019 VanLuong.blogspot.com BIDV

1/79

Chuyn thc tp tt nghip

1

LI MU

T khi nn kinh t nc ta chuyn sang nn kinh t th trng, c bit

l t sau khi php lnh v ngn hng nc ta ra i (1990) th ngnh ngn

hng cng c s chuyn i cn bn t h thng ngn hng l mt cp sang h

thng ngn hng hai cp. S xut hin hng lot ngn hng thng mi trong

nc v s xm nhp th trng ca cc ngn hng lin doanh chi nhnh v

vn phng i din ca cc ngn hng nc ngoi lm cho mi trng kinh

doanh ngn hng nc ngoi lm cho mi trng kinh doanh ngn hng

nc ta nng dn ln v th phn ca cc ngn hng thng mi trong ncngy cng b thu hp. c bit trong thi k ny, cc nh ch ngn hng hot

ng trong s bin ng khng ngng ca mi trng kinh doanh v cuc

chin ginh git th trng din ra ngy cng khc lit. Bn cnh , do s

yu km trong kinh doanh, cch chnh sch thiu ng b v cn nhiu bt

hp l gy nn tnh trng tht thot vn nghim trng, nkh i gia tng.

iu ny y cc ngn hng thng mi ca nc ta vo trng thi ntrnh, co cm trong kinh doanh trong khi lng vn vay li b ng

nhiu (nm 1999 s lng vn vay bng cc ngn hng tng 20% so

vi nm 1998). Trc nhng kh khn , khai thng nhng b tc v a

hot ng kinh doanh ca cc ngn hng thot khi tnh trng tr tr, yu km,

nng cao sc cnh tranh, cc nh qun tr ngn hng nc ta nhn thy

vai tr quan trng ca Marketing nn tng bc chuyn hng kinh doanhtheo trit l Marketing v t c nhng kt qu nht nh. Tuy nhin do

n cn mi mi vi cc ngn hng v c l lun ln thc tin nn vic ng

dng Marketing trong kinh doanh cn nhiu yu km v cha tng xng vi

tim quan trng ca n. Xut pht t tnh hnh , gp phn nng cao hiu

qu ca vic ng dng Marketing trong hot ng kinh doanh cc ngn

hng thng mi ca nc ta ni chung v ti sgiao dch I ngn hng u

t v pht trin Vit Nam ni ring, em chn ti ng dng Marketing


2/79


2

vo hotng ti sgiao dch I ngn hngu tv pht trin Vit Nam

cho n mn hc ca mnh. Mc tiu ca bi vit l xut pht t nhng c

im chung v hot ng Marketing trong ngnh ngn hng v thc trng ng

dng ca n cc ngn hng thng mi ca Vit Nam ni chung v sgiao dch I ngn hng u t v pht trin Vit Nam ni ring tm ra nhng

gii php gip cho cc nh qun tr ngn hng nng cao hiu qu vic ng

dng Marketing trong lnh vc kinh doanh ca mnh.

thc hin c mc tiu ny em s dng phng php nghin cu

m t v ch yu l da vo nhng d liu th cp tm ra nhng tn ti v

yu km trong hot ng Marketing ca cc ngn hng nc ta, t a ranhng gii php mang tnh cht c nhn ca mnh.

Em xin chn thnh cm n thy gio Trn Minh o v c Nguyn Thu

H tn tnh gip , hng dn em hon thnh c bi vit ny. Vi

trnh cn nhiu hn ch, li t hiu bit v ngn hng nn chc chn bi vit

khng trnh khi nhng yu km v thiu st. Em mong c sng gp

kin nhit tnh ca cc thy c gio em c tin b hn trong nhng bivit sau ny.


3/79


3

CHNG I

TNG QUAN V HOT NG MARKETING NGN HNG

1. Marketing ngn hng, nhng hiu bit cn bn nht.1.1. Khi nhim Marketing, Marketing ngn hng l g?

Marketing l sn phm ca nn kinh t hng ho. N ch ra rng kinh

doanh khng ch l s may ri v s thnh t khng th da vo mnh khe,

m cn ty thuc vo trnh ngh thut ca tng nh kinh doanh, da trn

csnm bt thng tin th trng, am hiu nhu cu ca ngi tiu dng v

tin trnh trao i, ng thi phi to ra c nhng cch thc tha mntt nht nhu cu khch hng, trn cs m thc hin mc tiu ca doanh

nghip.

a ra mt khi nim chun xc v Marketing ngn hng l iu khng

d dng, bi hin nay c kh nhiu quan nim v Marketing ngn hng. Sau

y l mt s quan nhim tiu biu:

Quan nhim th nht, cho rng: Marketing ngn hng l phng phpqun tr tng hp da trn csnhn thc v mi trng kinh doanh; nhng

hnh ng ca ngn hng nhm p ng tt nht nhu cu ca khch hng, ph

hp vi s bin ng ca mi trng. Trn c s m thc hin cc mc

tiu ca ngn hng.

Quan nhim th hai, ch ra: Marketing ngn hng l ton b nhng

n lc ca ngn hng nhm tha mn nhu cu ca khch hng v thc hin

mc tiu li nhun.

Quan nim th ba, cho rng: Marketing ngn hng l trng thi tinh

thn ca khch hng m ngn hng phi tha mn hay l vic tha mn nhu

cu ca khch hng, trn cs, ngn hng t c li nhun ti u.

Quan nim th t, li cho rng: Marketing ngn hng l ton b qu

trnh t chc v qun l ca mt ngn hng t vic pht hin ra nhu cu ca


4/79


4

cc nhm khch hng chn v tha mn nhu cu ca h bng h thng cc

chnh sch bin php nhm t mc tiu li nhun nh d kin.

Quan nim th nm, li khng nh: Marketing ngn hng l mt tp

hp cc hnh ng khc nhau ca ch ngn hng nhm hng mi ngun lchin c ca ngn hng vo vic phc v tt hn nhu cu khch hng, trn c

s m thc hin cc mc tiu ca ngn hng.

Quan nim th su, Marketing ngn hng l mt chc nng ca hot

ng qun tr nhm hng dng chy sn phm dch v ngn hng phc v

nhng nhm khch hng chn ca ngn hng.

Mi quan nim c nghin cu v a ra nhng gc v thi giankhc nhau nhng u thng nht v nhng vn cbn ca Marketing ngn

hng l:

- Vic s dng Marketing vo lnh vc ngn hng phi da trn nhng

nguyn tc, ni dung v phng chm ca Marketing hin i;

- Qu trnh Marketing ngn hng th hin s thng nht cao gia

nhn thc v hnh ng ca nh ngn hng v th trng, nhu cu khch hngv nng lc ca ngn hng. Do vy, ngn hng cn phi nh hng hot

ng ca cc b phn v ton thi ng nhn vin ngn hng vo vic to

dng, duy tr v pht trin mi quan h vi khch hng yu t quyt nh s

sng cn ca ngn hng trn th trng;

- Nhim v then cht ca Marketing ngn hng l xc nh c nhu

cu, mong mun ca khch hng l cch thc p ng mt cch hiu qu hn

cc i th cnh tranh.

Marketing ngn hng khng coi li nhun l mc tiu hng u v duy

nht, m cho rng li nhun l mc tiu cui cng v l thc o trnh

Marketing ca mi ngn hng.

1.2. Vai tr ca Marketing ngn hng

Vai tr ca Marketing ngn hng c th hin cc ni dung sau:


5/79


5

* Marketing tham gia vo vic gii quyt nhng vn kinh t cbn

ca hot ng kinh doanh ngn hng.

Ging nh cc doanh nghip, cc ngn hng cng phi la chn v gii

quyt nhng vn kinh t cbn ca hot ng kinh doanh vi s h tr

c lc ca Marketing.

Th nht, phi xc nh c loi sn phm dch v m ngn hng cn

cung ng ra th trng. B phn Marketing s gip ch ngn hng gii quyt

tt vn ny thng qua cc hot ng nh t chc thu thp thng tin th

trng, nghin cu hnh vi tiu dng, cch thc s dng dch v v la chn

ngn hng ca khch hng nghin cu xc nh nhu cu sn phm dch vngn hng ca khch hng cc nhn v khch hng doanh nghip cng xu th

thay i ca chng, nghin cu chng loi sn phm dch v m cc nh ch

ti chnh khc ang cung ng trn th trng

Th hai, t chc tt qu trnh cung ng sn phm dch v v hon thin

mi quan h trao i gia khch hng v ngn hng trn th trng. Qu trnh

cung ng sn phm dch v ngn hng vi s tham gia ng thi ca 3 yu t:Csvt cht k thut cng nghi ng nhn vin trc tip v khch hng.

Mi yu t trn u tc ng trc tip n cht lng qu trnh cung ng sn

phm dch v v mi quan h ca ngn hng vi khch hng.

Th ba, gii quyt hi ha cc mi quan h li ch gia khch hng,

nhn vin v ch ngn hng. B phn Marketing gip ch ngn hng gii

quyt tt cc mi quan h trn thng qua cc hot ng nh: tham gia xy

dng v iu hnh cc chnh sch li, ph kch thch hp dn ph hp vi tng

loi khch hng, khuyn khch nhn vin sng kin, ci tin cc hot ng th

tc nghip v nhm cung cp cho khch hng nhiu tin ch hn trong s

dng sn phm dch v ngn hng; tham gia vo vic xy dng cc c ch

chnh sch c lin quan trc tip n li ch ca khch hng, nhn vin ngn

hng nh: chnh sch tin lng, thng, trcp phc li, cch phn phi


6/79


6

ti chnh, chnh sch u i khch hng v hon thin cc mi quan h giao

tip khc.

Cc mi quan h trn nu c gii quyt tt khng ch l ng lc

thc y mnh m hot ng v kt qu hot ng ca c ngn hng lnkhch hng m cn tr thnh cng c duy tr v pht trin mi quan h

gia ngn hng v khch hng

* Marketing trthnh cu ni gn kt hot ng ca ngn hng vi th

trng

Th trng va l i tng phc v va l mi trng hot ng ca

ngn hng. Hot ng ca ngn hng v th trng c mi quan h tc nghu cv nh hng trc tip ln nhau. Do vy, hiu c nhu cu th trng

gn cht hot ng ca ngn hng c hiu qu cao. iu ny sc thc

hin tt thng qua cu ni Marketing bi Marketing gip ch ngn hng nhn

bit c cc yu t ca th trng, nhu cu ca khch hng, v sn phm

dch v v s bin ng ca chng. Mt khc, Marketing l mt cng c dn

dt hng chy ca tin vn, khai thc kh nng huy ng vn, phn chia vntheo nhu cu ca th trng mt cch hp l. Nh Marketing m ch ngn

hng c th phi kt hp v nh hng c hot ng ca tt cr cc b phn

v ton th nhn vin ngn hng vo vic p ng ngy cng tt hn nhu cu

ca khch hng.

* Marketing gp phn to v th cnh tranh ca ngn hng

Mt trong nhng nhim v quan trng ca Marketing ngn hng l to

v th cnh tranh trn th trng

to c v th cnh tranh, b phn Marketing ngn hng thng

tp trung gii quyt 3 vn ln:

Mt l, phi to c tnh c o ca sn phm dch v. Tnh c o

phi mang li li th ca s khc bit. Li th ca s khc bit phi c to

ra trn ton b qu trnh cung ng sn phm dch v, hoc trn vn mt k

thut Marketing, m c th chmt vi yu t.


7/79


7

Hai l, phi lm r c tm quan trng ca s khc bit i vi khch

hng, tc l c gi tr thc ti vi h v c h coi trng thc s.

Ba l, kh nng duy tr li th v s khc bit ca ngn hng ng thi

c h thng bin php chng li s sao chp ca i th cnh tranh.Thng qua vic ch r v duy tr li th ca s khc bit, Marketing

gip ngn hng pht trin v ngy cng nng cao v th cnh tranh trn th

trng.

1.3. Chc nng ca Marketing ngn hng

Marketing ngn hng c nhng chc nng ch yu sau:* Chc nng lm cho sn phm dch v ngn hng thch ng vi nhu

cu ca th trng

Lm cho sn phm dch v ca ngn hng trln hp dn, s khc bit.

em li nhiu tin ch, li ch, p ng nhu cu a dng, i mi v ngy cng

cao ca khch hng, to li th trong cnh tranh - y chnh l chc nng

thch ng ca Marketing. Thc hin chc nng ny c ngha l b phnMarketing phi nghin cu th trng, xc nh c nhu cu i hi, mong

mun v nhng xu th thay i nhu cu ca khch hng, trn c s ,

Marketing gn kt cht ch gia hot ng nghin cu th trng vi cc b

phn trong thit k, tiu chun ha sn phm dch v mi v cung ng sn

phm dch v ngy cng tt hn nhu cu ca th trng.

* Chc nng phn phi

Chc nng phn phi ca Marketing ngn hng l ton b qu trnh t

chc a sn phm dch v ca ngn hng n vi cc nhm khch hng

chn.

Ni dung ca chc nng phn phi bao gm:

- Tm hiu khch hng v la chn nhng khch hng tim nng;

- Hng dn khch hng trong vic la chn v s dng sn phm dch

v ngn hng.


8/79


8

- T chc cc dch v h trcho ngn hng

- T chc hot ng phc v khch hng ti cc a im giao dch.

- Nghin cu pht trin h thng knh phn phi hin i p ng nhu

cu ca khch hng.* Chc nng tiu th

Tiu th sn phm dch v ngn hng ph thuc vo nhiu nhn t,

nhng quan trng nht l cht lng sn phm dch v, s hp l v gi v

trnh ngh thut ca cc nhn vin giao dch trc tip. Thc hin chc

nng tiu thi hi cc ngn hng phi t li ch ca khch hng cao hn

v i hi nhn vin giao dch trc tip phi c "ngh thut" bn hng, do, cc ngn hng rt quan tm trong vic o to v nng cao trnh cn

b. ng thi chc nng ny cng ch r tin trnh bn hng m mi nhn

vin giao dch phi tun th:

1. Tm hiu khch hng;

2. S chun b tip xc vi khch hng;

3. Tip cn khch hng;4. Gii thiu sn phm dch v v hng dn th tc s dng;

5. X l hp l nhng trc trc xy ra.

6. Tip xc cui cng vi khch hng;

* Chc nng ym tr

Chc nng ym trl chc nng h trto iu kin thun li cho vic

thc hin tt 3 chc nng trn v nng cao kh nng an ton ca hot ng

kinh doanh ngn hng. Cc hot ng ym trbao gm:

- Qung co;

- Tuyn truyn;

- Hi ch, hi ngh khch hng..

Bn chc nng trn c mi quan h mt thit vi nhau, tc ng h tr

ln nhau cng pht trin. Trong 4 chc nng th chc nng lm cho sn phm

dch v ngn hng thch ng vi nhu cu th trng l quan trng nht.


9/79


9

2. c im ca Marketing ngn hng.

* Marketing ngn hng l loi Marketing dch v ti chnh

Dch v bao gm nhiu loi hnh hot ng, do vy cng c nhiu cch

hiu. Theo Philip Kotler, "Dch v l mt hot ng hay li ch cung ngnhm trao i, ch yu l v hnh v khng dn n chuyn quyn s

hu". Vic thc hin dch v c th gn lin hoc khng gn lin vi sn

phm vt cht nh khi i my bay, thu phng khch sn, a xe my i

bo dng , gi tin, vay tin, chuyn tin ngn hng, nhngn hng t

vn.

Do vy, vic nghin cu cc c im ca dch v s l cn c tchc tt qu trnh Marketing ngn hng. c im dch v ngn hng snh

hng kh ln n cch thc s dng k thut Marketing sn phm dch v

ngn hng c nhng c im khc bit, l tnh v hnh, tnh khng phn

chia, khng n nh, khng lu tr v kh xc nh cht lng. Nhng c

im ny nh hng khng nhn vic qun l dch vc bit l t

chc hot ng Marketing ca ngn hng.Tnh v hnh ca sn phm dch v ngn hng dn n vic khch

hng khng nhn thy, khng th nm gic, c bit l kh khn nh gi

cht lng sn phm dch v trc khi mua, trong qu trnh mua v sau khi

mua.

gim bt s khng chc chn khi s dng sn phm dch v ngn

hng, khch hng buc phi tm kim cc du hiu chng t cht lng sn

phm dch v. l a im giao dch, mc trang b k thut cng ngh,

trnh cn b qun l v nhn vin, c bit l cc mi quan h c nhn v

uy tn, hnh nh ca ngn hng.

V pha ngn hng, cng c nim tin ca khch hng, h nng cao

ngh thut s dng cc k thut Marketing nh tng tnh hu hnh ca sn

phm dch v cung ng thngq ua vic a ra hnh nh, biu tng khi qung

co, ni dung qung co khng ch m t dch v cung ng m cn to cho


10/79


10

khch hng c bit ch n nhng li ch m sn phm dch vem li.

ng thi Marketing phi cung cp y nhng thng tin cn thit cho

khch hng v hiu qu hot ng ca ngn hng, trnh cng ngh v i

ng nhn vin. c bit, cc ngn hng thng to bu khng kh lm vic ttvi iu kin lm vic thun tin, tng tinh thn trch nhim ca nhn vin

trong phc v khch hng.

Hot ng cung ng sn phm dch v ngn hng cn c mt c im

c lin quan cht chn hot ng Marketing l trch nhim lin i v

dng thng tin hai chiu gia khch hng v ngn hng. Trch nhim lin i

l trch nhim khng thnh vn bn ca ngn hng trong qun l tin cakhch hng v trong ni dung t vn dnh cho khch hng nhng vn i hi

ngn hng v khch hng u phi c trch nhim vi nhau trong cc giao

dch. Dng thng tin hai chiu i hi c khch hng v ngn hng u phi

cung cp cho nhau nhng thng tin cn thit, y , chnh xc lm cn c

quyt nh cc giao dch v l csca lng tin duy tr mi quan h lu

di gia khch hng v ngn hng.* Marketing ngn hng l loi hnh Marketing hng ni

Thc t cho thy rng, so vi Marketing cc lnh vc khc, Marketing

ngn hng phc tp hn nhiu bi tnh a dng, nhy cm ca hot ng ngn

hng c bit l qu trnh cung ng sn phm dch v ngn hng c s tham

gia ng thi ca c csvt cht, khch hng v nhn vin ngn hng. Nhn

vin l yu t quan trng trong qu trnh cung ng, chuyn giao sn phm

dch v ngn hng. H gi vai tr quyt nh c v s lng, kt cu cht

lng sn phm dch v cung ng v c mi quan h gia khch hng v ngn

hng. Chnh h to nn tnh khc bit ha, tnh cch ca hng ho ca sn

phm dch v ngn hng, tng gi tr thc t ca dch v cung ng, kh nng

thu ht khch hng v v th cnh tranh ca ngn hng. Nhng bin php

nhm nng cao hiu qu hot ng ca ton th nhn vin ngn hng theo

hng phc v khch hng ngy cng tt hn c gi l Marketing i ni.


11/79


11

* Marketing ngn hng thuc loi Marketing quan h

Marketing quan h i hi b phn Marketing phi xy dng c

nhng mi quan h bn lu, tin tng ln nhau v cng c li cho c khch

hng v ngn hng bng vic lun ging nhng cam kt, cung cp chonhau nhng sn phm dch v cht lng cao vi gi c hp l, tng cng

cc mi quan h v kinh t, k thut, nng cao s tin tng gip nhau cng

pht trin. Thc t cho thy, trong hot ng ngn hng, c kh nhiu mi

quan han xen, phc tp. Do vy, i hi b phn Marketing phi hiu c

cc mi quan h nht l quan h gia khch hng vi ngn hng v s tc

ng qua li gia chng c cc bin php khai thc, kt hp hi ha nhmnng cao cht lng hot ng ca c khch hng v ngn hng.

Kt qu ln nht ca Marketing quan h l m bo cho hot ng ngn

hng c xy dng trn csca cc mi quan h kinh doanh tt. l s

hiu bit, tin tng, s ph thuc ln nhau v h trnhau cng pht trin bn

vng.

2.2. Ni dung hotng* T chc nghin cu mi trng kinh doanh ngn hng

- Ni dung nghin cu mi trng kinh doanh ca ngn hng

+ Nghin cu mi trng vm

Mi trng vm bao gm tc nhn rng ln nm ngoi s qun l ca

ngn hng nhng li nh hng trc tip hoc gin tip n ton b hot ng

ca h thng Marketing. Cc yu t mi trng vm bao gm: mi trng

a l (t nhin), dn s, a l, kinh t , vn ha - x hi, chnh tr php lut,

k thut cng ngh. Nhng thay i v xu th ca mi trng vm c th to

ra nhng "c hi" hoc gy nn nhng "him ha" i vi hot ng ca

ngn hng. Khuynh hng chung ca nhng lc lng ny cho thy ngn

hng khng th kim sat c chng, chng tr thnh nhng yu t khch

quan ca hot ng kinh doanh ngn hng. Chnh v vy, b phn Marketing

ngn hng phi t chc thu thp y , chnh xc, kp thi thng tin v mi


12/79


12

trng v phn tch d bo c s bin ng ca chng, gip ch ngn hng

c csiu chnh hot ng ngn hng cho ph hp vi s thay i ca

mi trng - yu tm bo cho s thnh cng ca hot ng kinh doanh

ngn hng.

+ Nghin cu mi trng vi m

Mi trng vi m bao gm nhng yu tphm vi gn v nh hng

trc tip n kh nng cung ng sn phm dch v, n hot ng v hiu qu

hot ng ca mi ngn hng chng bao gm:

Cc yu t ni lc ca ngn hng: Vn t c v kh nng pht trin

ca n, trnh k thut cng ngh, trnh cn b qun l v i ng nhnvin, h thng mng li phn phi, s lng cc b phn v mi quan h

gia cc b phn trong hot ng ca ngn hng.

Cc n v h tr cho hot ng ngn hng nh: Cng ty t vn,

qung co, tin hc

Khch hng ca ngn hng: Thnh phn ny c v tr ht sc quan

trng i vi s tn ti v pht trin ca ngn hng bi khch hng va thamgia trc tip vo qu trnh cung ng sn phm dch v ngn hng, va trc

tip s dng, hng th sn phm dch v. V vy nhu cu, mong mun v

cch thc s dng sn phm dch v ca khch hng s l yu t quyt nh

c v s lng, kt cu cng nh cht lng sn phm dch v m ngn hng

cung ng trn th trng. iu i hi b phn Marketing phi xc nh

c nhng nhu cu, mong i ca khch hng t pha ngn hng v cchthc la chn s dng sn phm dch v ca h.

i th cnh tranh: Nu ch hiu khch hng thi l cha , b phn

Marketing cn phi hiu y vi th cnh tranh ca mnh xy dng

chin lc cnh tranh nng ng, hiu qu, ph hp vi tng ngn hng.

- H thng thng tin nghin cu mi trng kinh doanh

H thng thng tin nghin cu mi trng kinh doanh l yu t quantrng m bo cho s thnh cng ca hot ng Marketing ngn hng. Nhim


13/79


13

v ch yu ca b phn ny l thu thp, x l, phn tch v cung cp cc s

liu cn thit cho vic a ra cc quyt nh Marketing.

+ H thng thng tin ni b

H thng ny to kh nng tch ly, lu tr nhng thng tin cn thittrong qu trnh hot ng ca ngn hng; phn nh y cc tnh hnh giao

dch v vic cung ng cc dch v ca ngn hng; gip cc nh qun tr ngn

hng nh gi ng mc nng lc thc t v tnh hnh hot ng kinh doanh

ca ngn hng ng thi l cs chng a ra nhng bin php v cch

thc s dng cc k thut Marketing ph hp, hiu qu. Ngun thng tin ni

b ca ngn hng bao gm: Cc bo co thng k, k ton ti chnh nghip v

Bo co ca cc nh qun l ngn hng cc vng, khu vc, chi

nhnh trong h thng

Cc bo co thanh tra, kim tra

+ H thng thng tin bn ngoi

H thng thng tin bn ngoi gip cc nh Marketing ngn hng cc nhng thng tin cn thit v mi trng kinh doanh ngn hng, c bit

l th trng m ngn hng ang hot ng, v cc lc lng sn xut tham

gia th trng nhi th cnh tranh hin ti v tim n, cc khch hng hin

ti v tng lai, cc yu t mi trng vm tc ng vo hot ng ca ngn

hng. H thng thng tin bn ngoi ca ngn hng c hnh thnh t cc

ngun ch yu sau:- Cc loi bo, tp ch c bit l tp ch chuyn ngnh;

- H thng thng tin truyn thanh, truyn hnh;

- Cc bo co thng nin ca cc khch hng l Cng ty;

- Cc n phm chuyn ngnh;

- H thng thng tin ca cc t chc chuyn mn trong v ngoi

nc+ H thng t chc nghin cu Marketing


14/79


14

Hot ng Marketing ngn hng phi c h thng nghin cu

Marketing cung cp nhng thng tin cn thit cho vic hoch nh chin

lc Marketing v a ra nhng quyt nh Marketing ph hp . H thng

nghin cu Marketing ngn hng c nhng nhim v ch yu sau:- Pht hin vn v xc nh mc tiu nghin cu;

- La chn ngun thng tin;

- Thu thp thng tin;

- Phn tch thng tin;

- Tng hp kt qu nghin cu;

Vic hnh thnh h thng nghin cu Marketing thng c cc ngnhng ln thc hin thng qua vic thnh lp phng nghin cu Marketing

trong m hnh t chc ca ngn hng

* Chin lc sn phm

c. Sn phm ngn hng (NH)

- Chin lc ngn hng sn phm c xem nh l chin lc trng

tm trong chin lc Mar mix of NH. Mun nghin cu c chin lc snphm ngn hng, trc ht ta phi tm hiu th no l sn phm ngn hng.

+ Thc cht, sn phm phi c bn nng tho mn hoc mt s nhu cu

nht nh ca ngn hng ri ro (ct gi) b sung ti chnh thiu ht di chuyn

tin t (chuyn tin) t vn chuyn mn (L/c, t vn bo lnh..)

+ Hot ng NH cung cp cc sn phm dch v nhm tho mn nhu

cu ca bn hng. c th l cc dch v nh:

- Dch v cho vay, tn dng

- Dch v cho thu kt st, k gi giy tc gi.

- Dch v t vn

- Dch v chuyn tin

- Dch v tin gi .


15/79


15

Nh vy, sn phm NH chnh l nhng sn phm dch v "tp hp

nhng c im tnh nng, cng dng do NH to ra nhm tho mn nhu cu

v mong mun nht nh ca bn hng trn th trng ti chnh".

- Mt sn phm dch v NH thng c hnh thnh bi 3 cp cbn l:

+ Sn phm ct li: p ng nhu cu chnh ca bn hng

+ Sn phm hu hnh: Hnh thc biu hin bn ngoi ca sn phm NH

+ Sn phm b sung: Phn tng thm vo sn phm NH, lm cho sn

phm NH hon thin hn, tho mn nhu cu bn hng tt hn v to ra s

khc bit.+ C th m t ba cp ca sn phm NH nh sau:

* c im sn phm NH.

- Tnh v hnh

+ Sn phm NH dch vc thc hin theo mt quy trnh bn hng

ch c th bn ra v xc nh cht lng sn phm dch v trong v sau khi s

dng do lng tin l yu t v cng quan trng. Trn c s, nhim v

quan trng ca Marketing NH l phi to dng, cng c nim tin ca bn

hng i vi NH.

Tnh khng th tch bit

p ng nhu cu

cp thit

Biutng

Khuyn mi

Cc dch v b sung

Hnhhc

Hnhnh

iukin

Sn phm b sung

Sn phm hu hnh

Sn phm ct li


16/79


16

+ Xut pht tc im dch v ca sn phm NH l qu trnh cung cp

v tiu dng sn phm din ra ng thi v bn hng tham gia trc tip vo

qu trnh cung ng sn phm i hi Marketing phi hp cht ch vi cc b

phn cung ng sn phm dch v cng nh phi xc nh nhu cu v cchthc la chn s dng sn phm dch v NH ca bn hng.

- Tnh khng n nh v kh xc nh

+ Cu thnh nn sn phm dch v NH l cc yu t: i ng nhn

vin, cng ngh, bn hng

+ Sn phm NH c thc th hin nhng khng gian khc nhau

khng ng nht viu kin cch thc thc hin, thi gian hon thnh+ Cc yu t trn li thng xuyn bin ng kt qu l tnh khng n

nh kh xc nh ca sn phm NH.

* Chu k sng ca sn phm NH.

1. Thm nhp th trng.

- L giai on bt u a sn phm thm nhp v th trng. Trong

giai on ny, bn hng cha bit nhiu v sn phm, tc kinh doanhchm, chi ph cao -> li nhun thp, NH c li th trong cnh tranh, thun li

trong hot ng thu ht v pht trin bn hng mi.

- Nhim v ca Marketng lm cho sn phm mi chim lnh c th

trng .

2. Tng trng v pht trin.

- Giai on ny, bn hng quen s dng sn phm NH cng nh

nhn ra tnh u vit ca sn phm mi -> nhu cu v sn phm tng nhanh.

NH cn quan tm ti nhm bn hng mi bn hng tim nng, a ra c

cch thc duy tr v pht trin mi quan h vi nhm ny.

3. Chn mui bo ho

- Giai on bn hng cn a thch sn phm bi nhng hn ch ca n

doanh thu em li s chung chung v c xu hng gim. Nhim v ca

Marketing l phi tp trung duy tr v th ca sn phm, c gng lm chm tc


17/79


17

suy gim, bng vt cht gim chi ph, ci tin sn phm bng cch pht

trin cc phn sn phm b sung

* Suy thoi

- Giai on cui cng trong chu k sng sn phm, bn hng cn achung sn phm na th n khng cn p ng nhu cu mong mun ca h

na -> s lng bn hng s dng sn phm gim mnh -> doanh thu + li

nhun ca NH gim.

+ Nhim v ca Marketing trong giai on ny l cn nhc nh gi

trin vng duy tr hay loi b sn phm nghin cu a ra nhng sn

phm, dch v mi . Chin lc sn phm ca NH.

* Mc tiu

- Kha cnh nh tnh

+ Tho mn tt

II. Chin lc sn phm ca ngn hng

1. Cc mc tiu1.1. Cc mc tiu nh tnh, bao gm:

1.2. Cc mc tiu nh lng bao gm:

2. Ni dung ca chin lc sn phm

2.1. Xc nh danh mc sn phm v thuc tnh ca tng sn phm dch

v

Nh vy: Danh mc sn phm dch v l tp hp mt s nhm sn

phm dch v m ngn hng la chn v cung cp cho khch hng mc tiu

ca ngn hng.

Ni dung cbn ca chin lc sn phm l phi pht trin v qun l

c hiu qu danh mc sn phm dch v ca ngn hng. Danh mc sn phm

dch v lin quan n vic la chn cc sn phm dch v, t cc nhm sn

phm dch v khc nhau v quyt nh ngn hng s cung cp ra th trng

nhng sn phm dch v g? Cho i tng khch hng no? Ngn hng


18/79


18

thng da vo tim nng ca mnh, nhu cu ca khch hng v chu k sng

ca sn phm dch v quyt nh gi hay loi b mt sn phm dch v

no ra khi danh mc. Ngn hng ch gi li trong danh mc sn phm

nhng sn phm dch v ph hp vi nhu cu ca khch hng, c kh nngpht trin v em li li nhun cho ngn hng.

b. Xc nh cc thuc tnh, c im ca sn phm dch v ngn hng

2. Hon thin sn phm dch v ngn hng

Mc d cc thuc tnh cbn ca mt sn phm dch vc xc nh

ngay t khi hnh thnh sn phm dch v, nhng duy tr v pht trin, sn

phm dch v cn phi c b sung cc thuc tnh mi.Vic hon thin sn phm dch vc thc hin c giai on th 3

v th 4 khi sn phm dch vang suy thoi nhm ko di tui th ca n

Vic hon thin sn phm dch v ca cc ngn hng hin nay thng

tp trung theo hng sau

- Nng cao cht lng sn phm dch v bng hin i ho cng ngh,

tng cng thit b, phng tin phc v khch hng i mi phong cch giaodch ca nhn vin.

- Lm cho vic s dng sn phm dch v ngn hng trnn d dng,

hp dn hn v em li cho khch hng nhng gia tr v tin ch mi bng

cch hon thin quy trnh, n gin ho th tc nghip v v tng tnh nng

ca sn phm dch v, tng cng vic hng dn khch hng v cc quy

trnh s dng sn phm dch v, thng tin kp thi cho khch hng v nhng

i mi ca sn phm dch v ngn hng, c bit l i mi em li tin ch,

li ch cho khch hng.

3. Pht trin sn phm dch v mi

Pht trin sn phm dch v mi l ni dung quan trng nht ca chin

lc sn phm ngn hng, bi sn phm dch v mi s lm i mi danh

mc sn phm kinh doanh, tng cng kh nng cnh tranh ca ngn hng.


19/79


19

Yu t quyt nh n s tn ti v pht trin ca ngn hng trong mi trng

cnh tranh.

* Sn phm dch v mi

Sn phm dch v mi l nhng sn phm dch v ln u tin c

a vo danh mc sn phm kinh doanh ca ngn hng. Theo cch hiu ny,

sn phm dch v mi ca ngn hng c chia thnh 2 loi:

Th 1: sn phm dch v mi hon ton l nhng sn phm dch v mi

i vi c ngn hng, v th trng.

Th 2: sn phm dch v mi v chng loi (sn phm sao chp) l sn

phm dch v mi i vi ngn hng, khng mi vi th trng.2.3.2. Quy trnh pht trin sn phm dch v mi ngn hng tin hnh

theo cc bc sau

Qu trnh pht trin sn phm dch v mi

Chin lcsn phm mi

Hnh thnh tng

La chn

Th nghim vkim nh

a sn phmra th trng


20/79


20

tng hn thnh sn phm dch v mi c th xut pht t cc nhn

vin nghip v c kinh nghim trong qu trnh giao dch vi khch hng, t

kt qu ca nghin cu th trng v cc thng tin thu thp t khch hng; c

thc hnh thnh t cc ngun bn ngoi ngn hng thng qua vic thuthp tng ca cc t chc pht trin sn phm mi, hc tp t kinh

nghim ca cc ngn hng, thm ch c th sao chp cc tng sn phm

dch v ca cc i th cnh tranh.

tng v sn phm dch v mi phi ph hp vi chin lc sn

phm ca ngn hng v phi thc hin c cc mc tiu nh nng cao hnh

nh, tng kh nng cnh tranh ca ngn hng, phi hp dn i vi mt onth trng no v em li li nhun cho ngn hng.

tng pht trin sn phm dch v ngn hng mi c la chn

phi c th v vic pht trin cc a im, thuc tnh ca sn phm dch v,

nht l pht trin cc sn phm dch v mi phi to ra s khc bit so vi sn

phm dch v ca i th cnh tranh.

Sau khi th nghim v kim nh cc nh Marketing thng nh gikh nng thnh cng ca sn phm dch v mi, trn cs s quyt nh

tung sn phm dch v vo th trng.

* S tin b ca cng ngh ngn hng

Cng ngh l mt trong nhng nhn t mi trng nh hng ln ti

s pht trin ca ngn hng. Nhng thay i v tin b ca cng nghng

dng vo ngn hng cho php ngn hng i mi trong hot ng ni chung

v c bit l pht trin sn phm dch v mi. S pht trin ca cng ngh

thng tin v cng ngh mng vo ngnh ngn hng to ra mt cuc cch

mng cng ngh trong ngnh ngn hng.

* Thay i nhu cu ca khch hng

Xut pht t quan im ca Marketing ngn hng, khch hng c coi

l trung tm, v mc tiu trng yu ca chin lc sn phm ngn hng l

tho mn ti a nhu cu ca nhm khch hng chn theo phng chm


21/79


21

"ngn hng ch cung ng, ch bn, ch phc v ci m khch hng cn". Cho

nn, khi nhu cu ca khch hng thay i v i hi ca h ngy cng cao

trong s dng ng tin, th chin lc sn phm ca ngn hng cng phi

c iu chnh p ng tt nht cc nhu cu mi ca khch hng c hin

i v tng lai.

* Gia tng cnh tranh

Cnh tranh trong lnh vc ngn hng tr nn quyt lit khi s lng

ngn hng tham gia trn th trng tng v cc ngn hng ngy cng mrng

danh mc sn phm dch v p lc cnh tranh ng vai tr nh mt lc y

to ra s pht trin sn phm dch v ngn hng c hin ti v tng lai* Chnh sch ca Chnh ph v quy nh ca php lut.

Ngn hng l ngnh kinh doanh tin t trong nn kinh t, nn cc sn

phm dch v ngn hng c nhng tc ng ln n hot ng kinh t v x

hi ca mi quc gia. Do vy, Chnh ph ca cc quc gia, u qun l cht

ch hot ng ca h thng ngn hng thng qua lut php. V l, nhng

thay i trong chnh sch, lut php ca Nh nc snh hng c trc tipv gin tip ti hot ng kinh doanh ngn hng ni chung v ti danh mc

sn phm dch v ngn hng ni ring. Tuy nhin, s thay i trong cch

thc qun l ca Chnh ph v nhng thay i v php lut va mang li c

hi hnh thnh nhng nhm sn phm dch v mi, va to nn nhng

thch thc mi cho danh mc sn phm dch v ngn hng trong tng lai.

I. Nhng vn cbn v gi ca ngn hng.

1. Khi nim

Trong quan h kinh t, gi c ca mt sn phm c hiu l s tin m

ngi mua phi tr cho ngi bn nhn c quyn s dng, shu hng

ho. Ngn hng l doanh nghip kinh doanh quyn s dng hng ho tin t

nn hot ng kinh doanh cbn ca ngn hng l "mua" v "bn" quyn s

dng hng ho tin t.


22/79


22

Nh vy c th hiu gi ca sn phm dch v ngn hng l s tin m

khch hng hay ngn hng phi trc quyt s dng mt khon tin

trong thi gian nht nh hoc s dng cc sn phm dch v cho ngn hng

cung cp.Trong thc t, gi sn phm dch v ngn hng c biu hin di ba

hnh thc ph bin nh sau:

- Li l lng tin phi trc quyn s dng mt khon tin no

trong mt khong thi gian nht nh gm tin gi v tin vay

- Hoa hng l khon tin khch hng tr cho ngn hng khi ngn hng

thc hin nghip v mi gii cho khch hng nh hoa hng tr cho cc dchv mi gii bt ng sn, mi gii chng khon.

Gi ca sn phm dch v ngn hng c th hin di dng li v

ph, do n l mt phm tr kinh t tng hp, lin quan n nhiu phm tr

kinh t khc.

*c im ca gi v nh gi spo dch v ngn hng.

Th 1: gi sn phm dch v ngn hng mang tnh tng hp kh xcnh chi ph v gi tri vi tng sn phm dch v ring bit.

Th 2: gi sn phm dch v ngn hng c tnh a dng, phc tp.

Cng do tnh a dng v phc tp ca sn phm dch v ngn hng nn ngn

hng c nhiu cch nh gi khc nhau cho nhng sn phm dch v khc.

Th 3: gi ca sn phm dch v ngn hng c tnh nhy cm cao. Bi

gi sn phm dch v ngn hng l kt qu tng hp ca nhiu yu t cu

thnh v cc yu t ny rt a dng v thng xuyn thay i.

* Cc kiu gi sn phm dch v ngn hng.

Gi cnh (expilicit): l cc mc li, ph hay hoa hng m khch hng

phi tr khi s dng cc sn phm dch v ngn hng theo t l nht nh v

c ngn hng quy nh c th.

Gi ngm (implicit price): l cc loi gi m khch hng hay ngn hng

c nhn hay phi tr khc vi mc c cng b, cng khai.


23/79


23

Gi chnh lch (spread pricing): l mc chnh lch gia gi mua v gi

bn ca sn phm dch v.

nh gi l cng vic quan trng trong xy dng chin lc Marketing

hn hp ca ngn hng. N khng chnh hng trc tip n cc hot ngMarketing m cn nh hng n hot ng v thu nhp ca ngn hng. Tuy

nhin, vic nh gi sn phm dch v ngn hng ht sc phc tp v n b chi

phi bi nhiu nhn t. V vy, khi xy dng chnh sch gi cc ngn hng

thng phi da trn nhng cn c sau:

Th 1: Chi ph l cc ngun lc m ngn hng phi b ra duy tr s

hot ng v cung cp sn phm dch v cho khch hng. Chi ph gm 2 loacbn l chi ph cnh v chi ph bin i. Gi ca sn phm dch v ngn

hng ti thiu phi b p cc chi ph pht sinh.

Th 2: ri ro thc cht l cc khon chi ph tim n. Khi ri ro pht

sinh, n s trthnh cc khon chi ph thc m ngn hng phi b p trong

qu trnh hot ng. Do vy, nh gi cho cc sn phm dch v ngn hng

phi tnh n yu t ri ro.Th 3: c im ca khch hng. Cc nhm khch hng khc nhau c

im ng cu khc nhau v c phn ng khc nhau vi nhng thay i ca

gi (c nhm nhy cm nhng c nhm khng nhy cm vi gi). Do ,

ti u ho li nhun, ngn hng thng nh gi cn c vo s phn nh ca

khch hng i vi gi.

Th 4 gi ca cc i th cnh tranh trn th trng. Ngn hng phi

tnh ti yu t ny khi xc nh gi sn phm dch v. V gi l nhn tnh

hng ln tn nng lc cnh tranh ca ngn hng.

* Quy trnh nh gi sn phm dch v ngn hng.

Thu ht khch hng mi v phi tng c sc cnh tranh cho ngn

hng.

- Tng doanh s hot ng


24/79


24

- Chin lc gi phi nhm vo vic tng cng mi quan h gia ngn

hng v khch hng

* nh gi cu

Ngn hng thng d bo nhu cu ca sn phm dch v ngn hngda trn mt s tiu ch sau:

- S lng khch hng hin ti v xu hng pht trin trong tng lai;

- Mc mong mun ca khch hng v sn phm dch v ngn hng;

- Mc gi sn phm dch v ngn hng d kin;

- co gin v cu ca mc gi khc nhau i vi tng nhm khch

hng. nh gi ng n mi quan h gia gi v lng cu, b phn

Marketing cn nh lng c s nhy cm ca cu i vi s thay i ca

gi. Cu c coi l co dn nu s thay i t ca gi dn n s thay i

ln v lng cu. Ngc li cu c coi l khng co gin khi c s thay i

ln v gi m khng dn n s thay i v lng cu. T , b phn

Marketing gip ch ngn hng chng iu chnh gi trong cc iu kin cth.

- Cu khng co dn, ngn hng c th cho tng dn gi sn phm dch

v cho n khi nhn thy n c nh hng xu n vic s dng cc sn

phm dch v. ng thi, phi theo di s trung thnh ca khch hng.

- Khi cn co dn, nht l khi ngn hng cha m bo c mc thu

nhp hin ti th ngn hng, c thiu chnh gim gi mt cht kch thch

vic s dng sn phm dch v, t tng daonh s hot ng v thu nhp

cho ngn hng.

* Phn tch ccu chi ph

Chng ta u bit, mc gi trn c xc nh bi nhu cu th trng,

cn chi ph s to nn mc gi sn ca sn phm dch v ngn hng. Do vy,

gi sn phm dch v ngn hng v cbn phi b p cc chi ph hot


25/79


25

ng kinh doanh nh chi ph tin lng, chi ph Marketing, chi ph cho b

my qun l, d phng ri ro, khu hao ti sn cnh.

Nhim v ca phn tch chi ph trc ht l phi xc nh c tng chi

ph, chi ph ca ngn hng v ccu chi ph cho tng loi sn phm dch v.* Phn tch gi ca i th cnh tranh

Gi l mt yu t quan trng cu thnh nng lc cnh tranh ca ngn

hng. Nhng thay i trong chin lc nh gi ca mt ngn hng c th lm

thay i v th v sc mnh cnh tranh m ngn hng ang phi ng u.

Tng t nh vy, nhng thay i trong chin lc gi ca i th cnh tranh

s tc ng mnh mn tt c cc ngn hng hot ng trn th trng. Do, trong chin lc gi, cc ngn hng thng quan tm n mc gi ca cc

sn phm dch v tng t ca cc i th cnh tranh. Trn c s, cc

ngn hng c th duy tr mt chin lc gi cnh tranh nng ng hiu qu.

* La chn phng php nh gi

* Phng php xc nh gi theo chi ph bnh qun cng li nhun

* Phng php xc nh gi trn csphn tch ho vn m bo linhun.

* Phng php xc nh gi trn csbiu gi th trng

* Phng php xc nh gi trn csquan h vi khch hng.

* Phng php nh gi thp thm nhp th trng

* Phng php xc nh gi trt.

**********************

nh gi mt s sn phm dch v ngn hng cbn

+ nh gi tin gi

Hin nay, hu ht cc ngn hng ang phi i mt vi vic nh gi

tin gi - ngun vn quan trng nht ca ngn hng. Mt mt, ngn hng phi

tr mt mc li sut ln c th thu ht v duy tr sn nh khi lng

tin gi ca khch hng. Mt khc, ngn hng khng th tr li sut qu cao,

iu ny s lm gim mc thu nhp tim nng ca ngn hng.


26/79


26

nh gi tin vay cng l mt trong nhng khu quan trng ca hot

ng ngn hng. Ngn hng lun mong mun c c gi cho vay cao b

p chi ph v c li. Tuy nhin, gi cho vay phi hp l i vi khch hng

h va c th duy tr c hot ng kinh doanh va c li tr cho ngnhng. Mt khc, do cnh tranh trn th trng cho vay ngy cng cao, nn cc

ngn hng phi xc nh gi cho vay ph hp vi mt bng gi cho vay trn

th trng. T, i hi vic nh gi cho khon vay phi m bo cc yu

cu sau:

- Tng daonh s cho vay;

- Nng cao sc cnh tranh cho ngn hng;- m bo b p chi ph v c li;

- Gp phn duy tr v hon thin mi quan h gia khch hng v ngn

hng.

* Cc quyt nh v gi

Nhn chung mc gi cho tng sn phm dch v ca ngn hng phi

nm trong mt khong xc nh bi mc gi cc tiu ch b p chi phv khng c li nhun cn vi mc gi cc i s khng cn khch hng

mun s dng dch v ca ngn hng. V vy, cc ngn hng thng nh ra

mc gi ti u trn csxem xt cc nhn t khc nh tm l, chnh sch ca

Nh nc, cnh tranh Vic nh gi ca ngn hng ht sc linh hot, cc

ngn hng thng iu chnh mc gi ca mnh thch ng trong iu kin c

th. Phng php thch ng gi thng c s dng l phng php nh gi

a l, gim gi v trcp nh gi phn bit.

nh gi l hot ng quan trng ca Marketing ngn hng v l yu t

nh hng trc tip n hot ng v kt qu hot ng ca c ngn hng v

khch hng, n thu thp v qmh gia khch hng v ngn hng. Mt khc,

nh gi cho sn phm ngn hng li ph thuc vo cc hot ng Marketing

v cc yu t nh hnh nh ca ngn hng, chi ph hot ng, bin ng ca

th trng ti chnh tin t hay chnh sch ca Ngn hng Trung ng. Do


27/79


27

tnh cht tng hp nhn qu, vic nh gi trong ngn hng phc tp v

nhy cm. T, n i hi b phn Marketing ngn hng cn cung cp y

thng tin gip ch ngn hng trong vic xy dng v iu hnh chnh sch

gi nng ng, linh hot v c sc cnh tranh cao.Xy dng c chin lc sn phm dch v tt, chin lc gi hp l

vn cha m bo cho s thnh cng trong kinh doanh ngn hng, m i

hi cc nh qun tr Marketing phi hoch nh c chin lc phn phi

ph hp a sn phm dch v ca ngn hng n vi khch hng mt

cch tt nht.

Knh phn phi l cng c trc tip a sn phm dch v ca ngnhng n vi khch hng.

Knh phn phi l mt tp hp cc yu t tham gia trc tip vo qu

trnh a sn phm dch v ca ngn hng n khch hng. N bao gm t

chc, c nhn v cc phng tin thc hin cc hot ng a sn phm dch

v ca ngn hng n vi khch hng. H thng knh phn phi to nn dng

chy sn phm dch v t ngn hng n khch hng, hon thnh vic trao igia khch hng v ngn hng trn th trng.

* c im h thng knh phn phi ngn hng.

- Phn phi trc tip l chu yu. Do sn phm dch v ca ngn hng c

mt trong nhng c tnh l nhanh tn li, khng th lu trc theo kiu phn

phi trc tip.

- H thng phn phi ca ngn hng thc hin trn phm vi rng. Do

phi phn phi trc tip nn h thng knh phn phi ca ngn hng thng

c t chc trn phm vi rng ln.

- H thng phn phi ca ngn hng rt a dng phong ph, cng vi

s tin b ca khoa hc k thut, h thng knh phn phi ca ngn hng

c t chc theo hng hin i v pht trin ngy cng a dng, phong ph

vi nhiu hnh thc v phng thc phn phi da trn nn tng cng ngh


28/79


28

hin i nh my rt tin, cc im thanh ton in t, phn phi qua mng

Internet.

Knh phn phi l phng tin trc tip a sn phm dch v ca

ngn hng n vi khch hng. ng vai tr tch cc trong vic nm bt nhucu ca khch hng ngn hng chng trong vic ci tin, hon thin sn

phm dch v, to iu kin thun li trong vic cung cp sn phm dch v

ca ngn hng cho khch hng. ng thi, knh phn phi hin i ang tr

thnh cng c khng ch to c s khc bit m cn khch trng hnh nh

ca ngn hng trn th trng.

* Phn loi knh phn phi ca ngn hng.Cn c vo thi gian hnh thnh v trnh kthut cng ngh ngi ta

c th phn chia h thng knh phn phi ca ngn hng thnh 2 loi.

+ Knh phn phi truyn thng.

Knh phn phi truyn thng ra i cng vi s ra i ca ngn hng.

c im ch yu ca loi knh phn phi ny l hot ng ca n ch yu

da trn lao ng trc tip ca i ng cn b nhn vin ngn hng. H thngknh phn phi ca ngn hng bao gm:

- Chi nhnh

Chi nhnh l loi knh truyn thng gn vi cc tr sv h thng c

svt cht ti nhng a im nht nh. c bit l vic cung ng s dch v

ngn hng li ch yu thc hin bng lao ng th cng ca i ng nhn

vin ngn hng.

u im

+ H thng knh phn phi kiu chi nhnh c tnh n nh tng i

cao:

+ Hot ng ca h thng chi nhnh tng i an ton d dng to

c hnh nh ca ngn hng i vi khch hng.

+ Chi nhnh thng d dng trong vic thu ht khch hng v tho mn

c nhng nhu cu c th ca khch hng.


29/79


29

Nhc im.

+ Hot ng ca ngn hng thng v lun lun phi ku gi khch

hng n giao dch ti ngn hng.

+ Chi ph u t xy dng vn phng, tr sgiao dch ln v i hiphi c khun vin rng, thun tin trong giao dch.

+ Vn hnh knh phn phi loi ny ch yu bng sc lao ng ca con

ngi nn i hi phi c lc lng nhn vien nghip vng o v i ng

cn b qun l tt;

+ Knh phn phi truyn thng b hn ch ln v khng gian v thi

gian trong giao dch gia ngn hng v khch hng.* Ngn hng i l

a sn phm dch vn vi khch hng, ngoi knh phn phi l

cc chi nhnh, ngn hng cn s dng h thng phn phi sn phm dch v

thng qua ngn hng i l. Phn phi sn phm dch v thng qua ngn hng

i l thng p dng i vi nhng ngn hng cha c chi nhnh, do cha

c php hoc cha iu kin thnh lp hoc nu m thm chi nhnhhiu qu s khng cao.

Knh phn phi hin i ra i trn cstin b khoa hc kthut, c

bit l ng dng cc thnh tu ca cng ngh thng tin trong lnh vc ngn

hng. S dng cng ngh thng tin trong phn phi ca ngn hng c hai loi

- S dng cng ngh nhm b sung chc nng cho mt chi nhnh. V

d s dng cc loi my phc v cho giao dch vi khch hng nh my m

tin, my ct sc, my xp hng in t.

- Cng ngh to ra nhng phng thc phn phi mi thay th hoc

hon thin h thng phn phi truyn thng nh my rt tin tng (ATM),

chuyn tin in t ni dch (EFTPOS), ngn hng phc v ti nh (Home-

Banking), ngn hng in thoi (Phone-Banking), ngn hng qua mng

(Internet-Banking)


30/79


30

Loi knh phn phi ny c c im l hon ton do my mc thc

hin, di siu khin ca cc thit bin t, c ngha l vic cung ng sn

phm dch v cho khch hng do ngi my m nhn, khch hng giao dch

vi ngn hng qua h thng my khng phi tip xc trc tip vi nhn vinngn hng.

Chi nhnh t nhn vin c v tr quan trng trong h thng phn phi

ca ngn hng. Tn s s dng chng khng ngng tng ln v ph hp vi

khch hng v chi ph thp, nht l cc "Chi nhnh ngn hng lu ng" c

s dng kh rng ri.

Mt trong nhng ng dng c hiu qu cng ngh thng tin vo lnhvc phn phi ngn hng l ngn hng in t. Ngn hng in tc coi

l phng thc phn phi cc sn phm dch v v thanh ton thng qua

ng in thoi hoc my tnh.

Ngn hng in t l h thng knh phn phi pht trin da trn cs

s dng cng ngh thng tin hin i vo vic t chc cung ng sn phm

dch v ngn hng. Cch hot ng ca ngn hng in t mang tnh clp. Cc giao dch in tc thc hin thng qua cc phng tin giao dch

in t bao gm:

- My thanh ton ti im bn hng (EFTPOS - Electronic Funds

Transfer at Point Of Sale): Cc thit b vi tnh c trang b trong siu th v

ca hng cho php khch hng thanh ton mt cch nhanh chng hng ho

dch v thng qua h thng in t.

My rt tin tng (ATM - Automatic Tellers Machine): Mt my

ATM bao gm mt cng ni my tnh, mt h thng lu gi thng tin v tin

mt, cho php khch hng truy cp vo h thng s sch k ton ca ngn

hng bng mt tm th nha trong cha m s nhn dng c nhn (PIN)

hay bng vic nhp m sc vo mt my tnh thanh ton c ni mng

vi h thng my tnh hot ng 24/24 gica ngn hng.


31/79


31

Ngn hng qua in thoi (Telelphone-Banking). Loi ngn hng ny

tin hnh cc giao dch gia ngn hng v khch hng qua in thoi (phone

hoc mobilephone). Thng qua cc nhn vin trc hay thng qua cc "Hp

th thoi", ngn hng cung cp cc thng tin v hot ng ca khch hng tingn hng nh s d ti khon, sao k ti khon, cc thng tin v t gi, li

sut, thm ch c cc thng tin c tnh cht t vn, chi tr cc phiu tr tin,

chuyn tin, vay tiu dng..

"Siu th, ti chnh" "Siu th" ti chnh l h thng cung ng tt c cc

dch v ti chnh nh dch v ngn hng, u t, trung gian mi gii, bo

him h thng ny pht sinh khi ngn hng tm kim kh nng m rnglnh vc hot ng ca mnh.

* Ngn hng qua mng (Internet-Banking).

Ngn hng qua mng ni b (mng LAN): Theo mc hon thin h

thng phn phi, cc ngn hng ngy cng s dng mnh m cng ngh tin

tin p ng c nhu cu ngy cng cao ca khch hng.

Ngn hng qua mng Internet: Mt loi hnh ngn hng qua mng cp cao hn l ngn hng qua mng Internet. S dng h thng ny, khch

hng ch cn s dng my tnh c nhn ni mng Internet l c th giao dch

c vi ngn hng m khng cn phi n ngn hng

* Xu hng pht trin ca knh phn phi ngn hng.

Xu th pht trin chung ca h thng phn phi ngn hng l cc knh

phn phi truyn thng ang thu hp li v cc knh phn phi hin i ang

mrng v thay th dn cc knh truyn thng. Tuy nhin, ti mi quc gia,

tu thuc vo iu kin c thtng thi im khc nhau, vic pht trin h

thng phn phi c khc nhau

1. Cc mc tiu

1.1. Mrng th trng

H thng phn phi ca cc ngn hng khng ch lm nhim va sn

phm dch v ca ngn hng n vi khch hng m cn l cng c quan


32/79


32

trng nhm thc hin mc tiu gi vng th trng hin ti v m rng th

trng mi mt cch c hiu qu cao nht

Mc tiu cui cng ca hot ng kinh doanh ni chung v hot ng

Marketing ngn hng ni ring l tng doanh li.

tn ti v ng vng trong mi trng cnh tranh, cc ch ngn

hng phi c h thng chin lc kinh doanh c hiu qu hn cc i th

cnh tranh. Trong , chin lc phn phi sn phm dch v ngn hng ng

mt v tr quan trng to uy th, sc mnh chin thng trong cnh tranh.

t c mc tiu li nhun ra, cc ngn hng khng th ch

tm cch mrng th phn, tng doanh s hot ng tng thu nhp cho ngnhng m cn phi tm mi cch tit gim chi ph .

S xut hin ca h thng knh phn phi hin i hin nay lm cho

cc nh kinh doanh ngn hng quan tm ti vic la chn mt hn hp gm

nhiu knh phn phi hn l ch chn mt loi knh phn phi duy nht.

Quyt nh s dng loi knh phn phi no, cc nh qun l ngn

hng thng t ra cc yu cu sau:- Duy tr c th phn trn csduy tr v thu ht khch hng;

- Tng cng s dng phi hp gia cc knh phn phi mi va m

bo kh nng phn ng linh hot trc nhng thay i ca mi trng kinh

doanh ngn hng va gim chi ph v tng li nhun cho ngn hng.

Xc tin hn hp l mt cng c quan trng ca Marketing c cc

nh ngn hng s dng tc ng vo th trng. N bao gm mt tp hp

cc hot ng nhm kch thch vic s dng sn phm dch v hin ti v sn

phm dch v mi, ng thi lm tng mc trung thnh ca khch hng

hin ti, thu ht khch hng tng lai, to iu kin thun li cho khch hng

tham gia vo qu trnh cung ng dch v, c bit lm tng uy tn, hnh nh

ca ngn hng trn th trng.

Th 1: hot ng xc tin hn hp ca ngn hng c tin hnh

thng xuyn, lin tc v c duy tr trong thi gian di.


33/79


33

Th 2: hot ng xc tin hn hp ca ngn hng rt a dng, phc tp

v n b chi phi bi nhiu phng din truyn tin khc nhau ca ngn hng

nh:

- Truyn tin bn ngoi ngn hng.- Truyn tin ti cc a im giao dch

Thng tin ca ngn hng khng ch c thc hin thng qua cc

phng tin truyn tin trn m cn c th hin thng qua i ng nhn vin

ngn hng, c bit l i ng nhn vin giao dch trc tip.

Thng tin truyn ming ca khch hng: do kh nh gi c cht

lng sn phm dch v trc khi s dng nn khch hng ca ngn hngthng tin tng vo thng tin truyn ming ca nhng khch hng s

dng sn phm dch v ngn hng.

*Vai tr ca hot ng xc tin hn hp trong hot ng kinh doanh

ngn hng.

Xc tin hn hp l mt trong nhng chnh sch quan trng ca

Marketing ngn hng. Chnh sch xc tin hn hp c v tr c lp tng itrong mi quan h mt thit vi cc chnh ch sn phm: gi, phn phi, hot

ng xc tin hn hp l cng c h tr, to iu kin thun li cho vic thc

hin tt 3 chnh sch trn.

Hot ng xc tin hn hp l cng c truyn tin v ngn hng v sn

phm dch v, gi c v knh phn phi ca ngn hng i vi khch hng

hin ti v tim nng. Do , hot ng xc tin hn hp gp phn thc

hin cc mc tiu l: to lp v pht trin hnh nh ca ngn hng trn th

trng. ch r s khc bit gia ngn hng ny vi ngn hng khc; tng

cng uy tn, danh ting ca ngn hng thit lp s tin tng trung thnh ca

khch hng - yu t quan trng ca cnh tranh

S: Tin trnh hot ng xc tin hn hp


34/79


34

II. Tin trnh xc tin hn hp trong ngn hng.

1. Phn tch tnh hnh1.1. Khch hng

Khch hng l i tng nhn thng tin, v vy, cn phn tch h mt

cch k lng theo cc ni dung sau:

- Thu thp;

- Mc v c im s dng sn phm dch v ngn hng;

- S hiu bit v sn phm dch v v ngn hng;

- Li sng v ccu dn c;

- Cch thc tip nhn thng tin.

1.2. Tnh hnh cnh tranh

Vic phn tch tnh hnh cnh tranh ca cc ngn hng thng tp trung

vo nhng ni dung sau:

- Ccu sn phm dch v cnh tranh;

- Sc mnh ca cc i th cnh tranh;

Phn tch tnh hnh

Xc nh cc

mc tiu

Thit k thng ip

La chn knh truynthng

Xc nh ngn sch

nh gi hiu qu


35/79


35

- Nhng im khc bit ca tng i th cnh tranh;

- Chin lc xc tin hn hp ca i th cnh tranh.

1.3. Mi trng hot ng bao gm:

- Phn tch cc yu t ni ti ca ngn hng, nh cc mc tiu, ccngun lc v cc yu t khc ca hot ng kinh doanh ngn hng.

- Phn tch ni dung mi trng hot ng bn ngoi, nh kinh t,

chnh tr, x hi, lut php, cng ngh.

2. Xc nh cc mc tiu

Mc tiu ca chnh sch xc tin hn hp nhm gp phn vo thc hin

mc tiu chung ca chin lc Marketing ngn hng. Tuy nhin, xc tin hnhp c nhng mc tiu ring, l:

- Tng s hiu bit ca khch hng v sn phm dch v v hnh nh

ca ngn hng.;

- To s khc bit vi cc i th cnh tranh, ginh s quan tm ca

khch hng, hp dn khch hng mi;

- Tng s gn b ca khch hng vi ngn hng, cui cng l tngdoanh s.

Thng ip l tng hp nhng thng tin v ngn hng v sn phm dch

v ngn hng c chuyn ti n cc i tng khch hng ca ngn hng,

c thc hin thng qua cc phng tin truyn tin.

- Phi tc ng mnh m vo suy nghca khch hng.

-Phi tp trung vo s khc bit v lm r nhng li ch khi s dng

sn phm dch v ngn hng v c nhng hn ch nu khng s dng n.

- m bo tnh php l ca thng ip qung co

- Thng ip phi ph hp vi phong tc tp qun, c im vn ho,

x hi ca tng i tng khch hng, tng vng khu vc, quc gia.

- Tnh vui nhn cng l mt yu cu cn thit i vi mt thng ip

qung co ca cc ngn hng.

4. La chn knh truyn thng


36/79


36

Thng ip c chuyn ti khch hng thng qua h thng knh

truyn thng. Do vy, vic la chn knh truyn thng ph hp vi ni dung,

vi i tng tip nhn thng tin snh hng trc tip n hiu qa ca hot

ng xc tin hn hp ca ngn hng .Xc nh mc ngn sch hp l s em li hiu qu khng ch vi

chnh sch xc tin hn hp m c chin lc Marketing ngn hng. xc

nh ngn sch cho hot ng xc tin hn hp cc ngn hng thng s dng

mt trong cc phng thc sau:

- Phng thc tnh theo t trng doanh thu

- Phng php cn bng cnh tranh- Phng php tnh cn c vo mc tiu v nhim v

6. nh gi hiu qu

Chi ph cho hot ng xc tin hn hp chim t trng khng nh trong

tng chi ph hot ng Marketing ngn hng. Do vy, i hi b phn

Marketing phi nh gi c hiu qu mang li ca tng hot ng. Vic

nh gi c th tin hnh trc hoc sau chin dch xc tin hn hp theonhng ni dung c th sau:

- nh gi tc ng ca hot ng xc tin hn hp n doanh s cho

vay, huy ng, dch v cung ng bng cch so snh doanh s trc v sau

hot ng xc tin hn hp.

- Tc ng ti nhn thc ca khch hng v hnh nh hot ng ca

ngn hng v sn phm dch v.

- S lng khch hng mi, khch hng truyn thng duy tr giao dch

vi ngn hng.

- S hp l ca thng tin

III. Cc hnh thc xc tin hn hp ca ngn hng.

1. Qung co


37/79


37

Qung co l phng thc truyn thng khng trc tip nhm gii

thiu sn phm dch v ngn hng hoc ngn hng thng qua cc phng tin

truyn tin v ngn hng phi tr chi ph.

1.1. Xc nh mc tiu qung co.- Xy dng, cng c, khuch trng uy tn, hnh nh ca ngn hng

- Gii thiu sn phm dch v mi

- Mrng th phn

- Tng doanh s trn th trng hin ti v th trng mi

1.2. Yu cu ca qung co ngn hng

- Gim tnh v hnh ca sn phm dch v ngn hngNi dung ca qung co phi r rng, thm ch phi ch r c nhng

kt qu c th ca sn phm dch v ngn hng trong thng ip qung co,

trnh nhng chi tit khng cn thit.

- Ni dung ca mt thng ip qung co ca ngn hng phi m bo

cung cp nhng thn tin c o, s khc bit so vi sn phm dch v ca

i th cnh tranh, s tin dng, hiu qu ca sn phm dch v, nhng ium khch hng ang mong i t ngn hng, s khc bit so vi sn phm

dch v ca i th cnh tranh

1.3. La chn phng tin qung co.

La chn phng tin qung co, cc ngn hng thng quan tm n

s ph hp vi mc tiu, sn phm dch v, nhu cu ca khch hng, chi ph

v ngn sch dnh cho hot ng qung co.

1.4. nh gi hiu qu hot ng qung co

C th da vo mt s tiu thc nht nh nh gi hiu qu qung

co, l:

- So snh khi lng tng vi chi ph qung co;

- Mc nhn bit v s ph hp ca thng tin qung co i vi

khch hng.;


38/79


38

- S lng khch hng tip nhn thng tin v s lng khch hng yu

thch thng ip qung co.

CHNG II

HOT NG MARKETING CA SGD I NGN HNG

CNG THNG VIT NAM

2.1. Khi qut v hot ng ca SGDI Ngn hng Cng thng

Vit Nam

2.1.1. Mt snt chnh v qu trnh hnh thnh v pht trin ca S

giao dch I Ngn hng Cng thng Vit Nam.

Ngn hng Cng thng Vit Nam (NHCTVN) c thnh lp nm1988 theo Nghnh s 53 HBT ra ngy 26/3/1988 v t chc b my

ngn hng Nh nc Vit Nam (NHNN). y l bc i skhai trong vic

hnh thnh h thng ngn hng hai cp nc ta, trong NHCTVN l mt

ngn hng chuyn doanh c chc nng kinh doanh trc tip i vi nn kinh

t quc dn; c t cch php nhn bnh ng trong quan h kinh doanh i

vi cc n v v cc thnh phn kinh t, thc hin hch ton kinh t t cs

v trong h thng.

Thc hin ch trng ny, trn a bn thnh ph H Ni cng nh cc

tnh thnh ph khc, cc chi nhnh NHNN qun, huyn c chuyn thnh

cc chi nhnh ca ngn hng kinh doanh tnh, thnh ph. C th l Ngn hng

Hon Kim c tch ra thnh Ngn hng Hon Kim v Trung tm giao

dch (tin thn ca Sgiao dch I NHCTVN ngy nay).


39/79


39

T nm 1988 1990, Ngn hng Hon Kim v Trung tm giao dch

cng nh cc ngn hng chuyn doanh khc trn a bn H Ni ni ring v

trn c nc ni chung u ng trc tnh hnh rt kh khn. Cc t chc tn

dng ra i t, trong khi cc quy ch qun l cha c ban hnh kp thiv khng c kim sot cht ch t pha NHNN khin cho hot ng tn

dng nhiu ni, nhiu lc din ra khng lnh mnh, ch chy theo mc tiu

kim li bt chnh, thm ch cn c hnh vi chp git la o. Mu cho

mt lot v v trong kinh doanh tin t l x nghip nc hoa Thanh

Hng b ph sn hu qu tc ng dy truyn lm cho hng lot t chc

tn dng H Ni v Thnh ph H Ch Minh lm vo tnh trng mt khnng thanh ton. Tnh hnh tc ng xu n nn kinh t, chnh tr v x

hi ni chung cng nh hot ng ca cc ngn hng chuyn doanh mi c

thnh lp ni ring, lm cho h thng ngn hng suy yu v mt uy tn

nghim trng. V vy, t cui nm 1989, cng vi vic xy dng n mi

cbn t chc v hot ng ngn hng; thng 6/1990, Hi ng Nh nc

thng qua v cng b Php lnh Ngn hng Nh nc v Php lnh Ngnhng nhm tch bch chc nng qun l Nh nc ca NHNN v chc nng

kinh doanh tin t dch v ngn hng ca cc ngn hng thng mi (NHTM).

Trn cs, NHCTVN c t chc li theo Quyt nh s 402 CT ngy

14/1/1990 ca Ch tch Hi ng B trng chuyn t ngn hng chuyn

doanh thnh NHTM quc doanh, c chc nng kinh doanh tin t, tn dng v

dch v ngn hng i vi cc thnh phn kinh t, ch yu trong lnh vc

cng nghip, giao thng vn ti, bu in, thng nghip dch v. NHCT l

mt php nhn hch ton kinh tc lp, c Nh nc cp vn iu l,

c t ch v ti chnh v c con du ring. Tip n nm 1996, Thng

c NHNN ra Quyt nh s 285/Q - NH5 ngy 21/9/1996 v vic thnh

lp li NHCTVN hot ng theo m hnh Tng Cng ty Nh nc, quy nh

ti Quyt nh s 90Tg ngy 7/3/1994 ca Th tng Chnh ph. Tn giao


40/79


40

dch quc t l Industrial anh Commercial Bank of Vit Nam vit tt l ICBV

VIETINCOMBANK).

Trong bi cnh , ph hp vi tnh hnh mi, nm 1991, Ngn hng

Hon Kim v Trung tm giao dch c i tn l Chi nhnh nghip v khuvc I ca NHCTVN. n 11/4/1993, Ngn hng ny c chuyn v Hi s

v sp nhp vi NHCT. Sau n nm 1998 li c tch ra t Hi schnh

thnh lp S giao dch I v bt u c tn chnh thc l S giao dch I

NHCTVN t 1/1/1999 (SGDI NHCTVN).

2.1.2. Chc nng, nhim v v tchc b my ca SGDI NHCTVN

2.1.2.1. Chc nng, nhim v ca SDGI NHCTVNTheo Quyt nh s 327/Q - NH5 ngy 4/10/1997 ca Thng c

NHNN v vic ph chun iu l t chc v hot ng c NHCTVN v theo

quyt nh s 134 HBT NHCT1 ngy 30/12/1998 v vic sp xp li t

chc hot ng ca SGDI NHCTVN th SGDI NHCTVN l mt n v

thnh vin hch ton ph thuc ca NHCTVN, thc hin kinh doanh tin t,

tn dng, dch v ngn hng theo Lut cc t chc tn dng. iu lNHCTVN, cc quy nh ca php lut v ca NHNN. Tr st ti s 10 ph

L Lai, qun Hon Kim, H Ni.

Sgiao dch I l i din theo u quyn ca NHCTVN c quyn t ch

kinh doanh theo cc chc nng c quy nh, ng thi chu s rng buc v

ngha v v quyn li i vi NHCTVN. SGD I c con du ring, c m

ti khon ti NHNN v cc t chc tn dng theo quy nh ca php lut, thc

hin ch hch ton kinh t ni b theo quy nh ca NHNN v NHCTVN.

Mc tiu hot ng ca SGDI l s dng c hiu qu, bo ton vn, pht

trin vn v cc ngun lc ca NHCTVN, t chc thc hinhd kinh doanh

m bo an ton, hiu qu, phc v pht trin kinh t x hi ca t nc,

thc hin cc ngha v v ti chnh theo quy nh ca php lut v ca

NHCTVN.


41/79


41

t c cc mc tiu trn, SGDI NHCTVN c quyn thc hin

cc nhim v sau:

1. Nhn tin gi tit kim, tin gi khng k hn, tin gi thanh ton ca

cc t chc v dn c trong nc v nc ngoi bng ng Vit Nam vngoi t.

2. Pht hnh cc loi chng t ch tin gi, tn phiu, k phiu, tri phiu

ngn hng v cc hnh thc huy ng vn khc phc v yu cu pht trin

kinh t v hot ng kinh doanh ngn hng.

3. Cho vay ngn hn, trung hn v di hn bng Vit Nam ng v ngoi

ti vi cc t chc kinh t, c nhn, h gia nh thuc mi thnh phn kinht theo cch tn dng ca NHCTVN v NHNN.

4. Chit khu thng phiu, k phiu, tri phiu v cc giy t tr gi

c bng tin theo quy nh ca NHCTVN v NHNN.

5. Thc hin nghip v thanh ton L/C, bo lnh hoc ti bo lnh kinh

doanh ngoi t theo quy nh ca NHCTVN v theo mc u quyn.

6. Thc hin cc nghip v ngn hng nh thanh ton, chuyn tin vnc v quc t, chi tr tin biu hi, thanh ton sc v dch v ngn hng

khc.

7. Kinh doanh vng bc, kim kh qu, qu.

8. Thc hin ch an ton kho qu, bo qun tin mt, ngn phiu

thanh ton v cc n ch quan trng. m bo chi tr tin mt, ngn phiu

thanh ton chnh xc, kp thi.

9. Thc hin cc dch v t vn v tin t, qun l tin vn, cc d n

u t pht trin theo yu cu ca khch hng.

10. Kinh doanh chng khon, lm mi gii, i l pht hnh chng

khon. Ct tr, bo qun, qun l chng khon v cc giy ttr gi bng tin,

cc ti sn qu cho khch hng theo quy nh ca Nh nc v ca

NTCTVN.


42/79


42

11. Theo di, kim tra kho n ch ca NHCTVN, m nhn xut kho n

ch quan trng cho cc chi nhnh NHCT pha Bc theo yu cu hot ng

kinh doanh ca cc n v.

12. Thc hin mt s nhim v khc do NHCTVN giao.

2.1.2.2. Tchc b my iu hnh ca SGDI NHCTVN.

V ccu nghip v, SGDI NHCTVN c tt c13 phng ban nghip

v thc hin chc nng nhim v do Tng gim c NHCTVN giao cho n

v bao gm:

1. Phng K ton giao dch

2. Phng Ti trthng mi3. Phng Khch hng s I

4. Phng Khch hng s II

5. Phng Khch hng c nhn

6. Phng Tng hp tip th

7. Phng K tan ti chnh

8. Phng Kim sot9. Phng tin t kho qu

10.Phng thng tin in ton

11.Phng T chc hnh chnh

12. Phng Giao dch s 1

13. Phng Giao dch s 2

Gia cc phng ban c mi lin h mt thit cht ch vi nhau thc

hin cc chc nng, nhim v ca mt NHTM. Ccu t chc ang c i

mi theo hng gn nhe, hiu qu, chuyn mn ho, trnh chng cho, cng

knh. Qua ta thy rng SGDI NHCTVN ang c gng xy dng mt m

hnh NHTM a nng, hin i, hng ti sn phm, th trng mi, tng

cng sc cnh tranh.

2.1.3. Tnh hnh hotng ca SGDI NHCTVN.


43/79


43

Nm 1999 l nm u tin SGDI tch ra hch ton c lp tng i ph

thuc vi NHCTVN, ng thi y cng l mt nm y kh khn th thch

i vi nn kinh t Vit Nam ni chung v c bit i vi ngnh ngn hng

ni ring. Mc d cuc khng hong kinh t ti chnh khu vc khng nhhng trc tip song tc ng tiu cc ca n ngy cng nng n trn nhiu

lnh vc. Thin tai khc lit trn din rng cc tnh min Trung gy thit hi

nghim trng v ngi v ca. Kh khn tip ni kh khn lm chm nhp

tng trng kinh t. Hot ng ca cc doanh nghip trong c nhiu

khch hng ca SGDI NHCTVN b cnh tranh gay gt, ch yu chy theo

nhng thng v tm kim li nhun nht thi, kinh doanh cha n nh.Nm 2004, kinh t c nc ni chung v th ni ring tip tc pht

trin vng chc, hu ht cc ch tiu kinh t x hi ca Thnh phu t

v vt k hoch, GDP tng 11,2%, thu ngn sch tng 8,5%, ci cch hnh

chnh c nhng chuyn bin tch cc, an ninh chnh trc gi vng. Qan h

hp tc trong nc v quc tc m rng, v th ca Vit Nam ang dn

c nng ln. Trong lnh vc ngn hng cng c nhng i mi quan trngnh: i mi v mi trng php l, tip tc hon thin n ti ccu cc

ngn hng thng mi, trong ch trng x l ntn ng v tng vn cho

cc ngn hng thng mi quc doanhcc chnh sch i mi em li

cho h thng ngn hng thng mi tim lc mnh, ch ng trong kinh

doanh, ng vng trong cnh tranh, tin nhanh ti hi nhp kinh t khu vc

v quc t.

Bn cnh nhng thun li cn c nhng kh khn thch thc cho hot

ng kinh doanh ngn hng nh thin tai, l lt, dch bnh gia cm din ra

trn din rng, ch s gi tiu dng tng (9.5%) cao nht trong 8 nm qua, t

gi ngoi t, gi vng v mt s mt hng nguyn vt liu thit yu bin ng

tng, s cnh tranh gay gt ca cc t chc tn dng trn tt c cc lnh vc

huy ng vn, cho vay, v pht trin dch v nh hng trc tip, to p

lc khng nh cho ngnh ngn hng. Hot ng kinh doanh ca Sgiao dch


44/79


44

I NHCTVN trong nm qua c nhiu c gng, vi tinh thn on kt nht tr

trong ng u, Ban gim c v ton th cn b nhn vin Sgiao dch I,

c s quan tm cho ca NHCTVN, NHNN thnh ph, sng h ca

cc cquan hu quan v s hp tc c hiu qu ca khch hng, to iu kincho Sgiao dch I vt qua kh khn hon thnh nhim v kinh doanh

nm 2004.

Bc vo nm 2005,trn csKt qu kinh doanh nm 2004 v cn c

vo mc tiu,nhim v v cc bin php kinh doanh ca NHCTVN,SGD I

ra nhim v kinh doanh nm 2005 nh sau:

1.Ngun vn huy ng tng t 5%-7% so vi nm 2004- Tch cc y mnh cc bin php huy ng vn nhm gi vng v

pht trin ngun vn huy ng,vn dng chnh sch lisut v chnh sch

khch hng hp l,ph hp vi tng i tng;duy tr n nh khch hng

tin gi truyn thng;ch trng khai thc ngun vn ca cc t chc on th

x hi,tng bc ci thin v to lp mt ccu vn cn i,n nh.

2. D ncho vay tng t 15%-20% so vi nm 2004- Tip tc i mi ccu tn dng theo hng nng dn t l d ncho

vay c ti sn m bo.y mnh cho vay cc doanh nghip va v nh,cho

vay t nhn,h sn xut,cho vay m bo c hiu qu,an ton kin quyt

khng pht sinh nqu hn mi.

3. Li nhun hch ton ni b tng 3% so vi 2004

- Tng cng s lng v cht lng cc sn phm dch v,tng tin

ch ti a cho cc sn phm truyn thng.Xy dng phng n trin khai hot

ng chuyn tin nhanh VN,Western union,mth ATM ti tt c cc im

giao dch,QTK.Kho st lp t thm my ATM ti nhng a im thch

hp,I I vi vic tuyn truyn ,qung co rng ri v sn phm th ti mi

i tng khch hng.

- Tng cng cng tc kim tra,kim sot mi hot ng kinh

doanh,c bit l hot ng tn dng,ti chnh v k ton.Thc hin nghim


45/79


45

tc cng tc chn chnh sau thanh tra,m bo mi hot ng kinh doanh an

ton.

Tng cng cng tc o to,bi dng nghip v cho cn b mt cch

cn bn, c bit l cc k nng v cng ngh mi .Cng tc nh gi cn bcn ch trng tnh sng to,nng lc trnh ,p ng pht hin v giI quyt

vn .Cng tc tuyn dng lao ng cn hi phm cht o c,nng lc

trnh ,p ng yu cu ca HH ngy cng cao.

4. T trng nqu hn trn tng d n


46/79


46

Nm 2004,cng tc huy ng vn ca S gp nhiu kh khn do cc

nguyn nhn khch quan v ch quan nh :ch s gi c tiu dng v gi vng

tng cao,lm nh hng n tm l ngi gi tin,mun u t vo cc hnh

thc sinh li hn nh bt ng sn,chng khon,hoc stin mt gi nn gmgi bng ngoi t,vngV ch quan,trong 7thng u nm,lI sut huy ng

vn ca NHCT lun duy tr thp hn cc NHTMQD trn a bn;cc th thc

huy ng vn cha a dng;cc hnh thc khuyn mi cha c quan tm

nn khch hng rt tin sang gi cc ngn hng khc.Chng trnh hin i

ha(HH)cha hon thin,nhiu lc b s c phI ngng hot ng,gy phn

ng kh chu cho khch hng.Trong lc ,cc NHTM khc mra nhiu chinhnh,im giao dch vi hnh thc khon doanh sn ngi lao ng,km

theo nhiu hnh thc khuyn mi hp dn nn khch hng ca SGDI b san s

nhiu, c bit l nhng n v c ngun tin gi ln.Khc phc kh khn,

SGDI lun bm st cho ca NHCT VIT NAM.Trin khai kp thi cc

t pht hnh cc t pht hnh K phiu,Tit kim D thng km qu tng

khuyn mI;chng Qung co v y mnh cng tc tip th khch hngnht l vo qu 4/2004.Tranh th khai thc ngun vn trn th trng nh cc

t chc ti chnh ;cc n v s nghip;cc t chc on th.Vn dng linh

hot cc chnh sch u I ph hp vi tng i tng khch hng,song

ngun vn vn b gim.

Tnh hnh huy ng vn ca sgiao dch I NHCTVN

Tng

2002 2003 2004

Ch tiuTng s

T trng

(%)Tng s

T trng

(%)Tng s

T trng

(%)

Tng N vn

huy ng

14.605 100 15.158 100 14.025 100

I. Phn theo i


47/79


47

tng

1. Tin gi DN 10.817 74 10.981 72.4 9.948 70.5

1.1. - VND

- N t quy

VN

10.776

41

99,6 10.910

71

99,3 11.950

2.075

85

75

1.2. K k hn

C k hn

9.446

1.431

87

13

9.355

1.626

85,2 8.392

5.633

60

40

2. Tin gi dn

c

3.728 25,5 3.628 24 3.397 24.5

2.1. VN

- T t quy

VN

1.099

2.629

29,5

70,5

1.548

2.080

22,7

57,3

1.100

2.397

30

70

3. Tin gi

khc

60 549 3,6 670 5

II. Phn theol

loi T t

1. VN 11.934 81,7 12.958 85,5 11.950 85

2. N t quy

VN

2.671 18,3 2.200 14,5 2.075 15

III. Phn theo

k hn

1. Khng k

hn

9.518 65 9.396 62 8.392 60

2. C k hn 5.087 35 5.762 38 5.633 40

IV. Phn theo

thi gian

1. Ngn hn 12.402 85 12.650 83


48/79


48

2. Trung di

hn

2.203 15 2.508 17

Ccu ngun vn ca Sgiao dch I NHCTVN

n v: T VN

Nm

Ch tiu2002 2003 2004

Tng s T trng Tng s T trng Tng s T trng

Tng NV 14605 100% 15158 100% 14025 100%

1. Phn theo itng

Tin gi DN 10817 74% 11530 70% 9948 70,5%

Tin gi dn c 3728 25,5% 3628 30% 3397 24,5%

2. Phn theo k

hn

Khng k hn 9518 65.2% 9396 60% 8392 60%C k hn 5087 34.8% 5762 40% 5633 40%

3. Phn theo

loi tin t

Ni t 11934 81.7% 12958 86% 11950 85%

Ngoi t 2671 18.3% 2200 14% 2075 15%

Ngun: Bo co kt qu kinh doanh ca SGDI NHCTVN

Su thng u nm 2005.SGD I gp nhiu kh khn trong cng tc huy

ng vn.Cc NHTMQD,NHTMCP lin tc tng lI sut huy ng vn vi

nhiu hnh thc huy ng vn phong ph,kt hp vi d thng,tng qu

khuyn mi hp dn,th trng hnh thnh mt bng lI sut mi c huy

ng vn v cho vay cao hn so vi u nm.su thng u nm,NHCT cng


49/79


49

3ln tng lI sut huy ng vn,ln I pht hnh K phiu ghi danh,1ln

pht hnh Chng ch tin gi ,pht hnh Tit kim d thng vi nhiu giI

thng hp dn.SGD I lm kh tt cng tc huy ng vn khI tng

ngun vn,c bit trong qu II/2005,SGD I trin khai a dng chnh schtip th khuyn mi i vi khch hng gi tin bng qu tng v tin mt.Kt

qu gi vng ngun tin gi dn c v huy ng thm c 68 t

ng.Song do ngun vn doanh nghip ca SGD I chim t trng cao

(63%),khng n nh,tng gim tht thng,kh d bo li gim so vi u

nm (-11.8%) nn tng ngun vn huy ng vn gim so vi

31/12/2004,cha t k hoch qu II/2005.Nhng nguyn nhn cbn nh hng:

1. Gi c hng ha tiu dng tip tc tng,6thng u nm tng 5.2%

so vi u nm v tng 8.6%so vi cng k nm 2004.Nh

vy,vi lI sut tit km 0.7% thng vn khng b p c

ch s trt gi nn khong khuyn khch c ngi dn gi tit

kim.2. Th trng ngy cng c nhiu knh u t hp dn khch hng

la chn:Tit kim Bu in,Bo him nhn th,Bt ng sn,T

kinh doanh,C phn c phiu doanh nghip c phn ha.

3. S tham gia ca cc doanh nghip Nh nc vo th trng vn:

+Mt s doanh nghip Nh nc pht hnh trI phiu vi mc lI sut

kh cao so vi cc NHTM.V d Tng cng ty Sng pht hnh 200t trI

phiu ghi s k hn 3nm,lI sut 9.3%nm.Mt s tng cng ty khc cng

ang chun b pht hnh trI phiu lI sut hp dn cnh tranh vi cc

NHTM.

+t pht hnh Cng trI gio dc thu c 2.600tng,lm gim

mt lng vn ang k trong m NHTM ang hy vng thu ht.


50/79


50

Do chnh sch tht cht tn dng ca ngn hng nn doanh nghip s

dng ti a ngun vn ca mnh vo hot ng kinh doanh,lm cho ngun

tin gi doanh nghip gim mg k.

2.1.3.2. Hotngu tv cho vay

Cc loi hnh cho vay ch yu ca SGD I l cho vay c nhn v cho

vay doanh nghip.

C nhn vay vn vi mc ch sn xut kinh doanh ,tiu dng,cc mc

ch khc phI c cc iu kin vay vn theo quy nh ,c ti sn m

bo,chun b h s vay vn,vay vi s tin theo nhu cu v kh nng ti

chnh ca mnh trong thi hn(ngn hn:di 12thng;trung hn :t 12 thngn 5 thng;di hn :trn 5 nm).

Doanh nghip vay vn cng cn phI c y cc iu kin vay vn

hp php v theo quy nh;doanh nghip c th vay vn theo nhiu phng

thc vay nh :vay tng ln(doanh nghip v Ngn hng k hp ng tn

dng,Ngn hng giI ngn vn cho khch hng tng ln hoc nhiu khng

vt qu s tin vay ttrn hp ng tn dng.Gc v lI tha thun ;vay theohn mc tn dng(Ngn hng cp cho doanh nghip mt hn mc tn dng

theo doanh nghip c rt vn v tr n trong hn mc )hoc doanh

nghip v Ngn hng c th tha thun phng thc cho vay.LI sut cho

vay l lI sut cnh tranh ,th tc cho vay thun tin nhanh chng,dch v h

trphong ph hiu qu.

n 31/12/2004,d ncho vay v u tt 3.624 tng,trong d

n cho vay nn kinh t t 2.484 t ng(gm d n chuyn ngoi

bng),tng 140 tng so vi nm 2003,t tc tng 6% v t 92% k

hoch,trong :

-d ncho vay VN: 1.706tng,chim t trng 71% tng d n.

-d ncho vay USD : 778 tng ,chim t trng 29% tng d n.

-d nngn hn : 935 tng,chim t trng 38% tng d n.

-d ntrung v di hn :1.549 tng,chim t trng 62% tng d n.


51/79


51

-d n cho vay thnh phn kinh t ngoi quc doanh :chim t trng

20%.

-d ncho vay thnh phn kinh t quc doanh :chim t trng 80%.

Cng tc tn dng ca SGD I lun hng trng tm l nng cao chtlng cng tc tn dng,kin quyt khng chy theo s lng.Ccu tn dng

cng c s chuyn dch tch cc theo cho ca NHCTVN,t l d ncho

vay doanh nghip ngoi quc doanh tng dn qua cc nm,t l d ncho vay

khng c ti sn m bo gim mnh t 83% u nm,n 31/12/2004 ch

cn 58%.Kt qu trn th hin thc chp hnh ca SGD I i vi ch

trng v chin lc pht trin ca NHCTVN l: y mnh cho vay ccdoanh nghip va v nh;cho vay doanh nghip ngoi quc doanh,h sn

xut;cho vay cc doanh nghip c 100% vn nc ngoi.Nm 2004,SGD I

cho vay cc chng trnh kinh t trng im nh d n 20 u my i mi

ca tng cng ty ng st VN;D n li in 500 KV ca Tng cng ty

in Lc VN.

Bn cnh hot ng cho vay SGD I cn tham gia nhiu d n u ttheo cc chng trnh kinh t trng im ca Nh nc nh cc d n pht

trin ca Tng cng ty Bu chnh vin thng;Tng cng ty ng st ;Tng

cng ty in lc Vit Nam;cc doanh nghip c 100%vn nc ngoi nh

cng ty TNHH United Moto Vit Nam,Viko Glowin Vit Nam trong nm

2003,kt qu mang li khng ch l li nhun cho vay ca SGD I m cn gp

phn giI quyt vic lm cho hng ngn ngi lao ng Vit Nam.

Ngoi cc hnh thc cho vay thng thng,SGD I cn tng cng

nghip v bo lnh(bo lnh d thu,thc hin hp ng,bo lnh cng trnh

)doanh s bo lnh hng nm tng 15%.

i tng bo lnh l cc doanh nghip,cc t chc kinh t x hi c

y t cch vay vn,hnh thc bo lnh :pht hnh th bo lnh ,cc hnh

thc khc ;ph bo lnh khng qu 2% nm tnh trn gi tr cn li ca ngha

v bo lnh.


52/79


52

Cng vi vic m rng i tng cho vay nhm dn ccu li khch

hng,cng tc x l nxu v nkh i cng c quan tm thng xuyn

bng nhiu bin php nh phn cng c th tng doanh nghip cho tng cn

b tn dng,km theo cn b kim sot v gim c hoc ph gim c bmst doanh nghip i n;cc khon n kh i v n xu nm 2004

gim so vi nm 2003,tuy nhin kt qu x l nxu cn cha nh mong

mun ca Ban lnh o SGD I.


53/79


53

Tnh hnh cho vay ca Sgiao dch I - NHCTVN

n v: Tng

2002 2003 2004Nm

Ch tiu Tng s T trng Tng s T trng Tng s T trng

Tng d n 2060 100% 2346 100% 2484 100%

I. Phn theo

k hn

1. Ngn hn 772 35% 882 35% 935 38%

2. Trung v

di hn

1288 65% 1524 65% 1546 62%

II. Phn theo

TPKT

I. Ngoi QD 324 16% 352 15% 497 20%

2. Quc doanh 1736 84% 1994 85% 1987 80%

III. Phn theo

tin t1. Ni t 1524 74% 1468 80% 1706 71%

2. Ngoi t 536 26% 778 20% 778 29%

Ngoi vic thm nh cht chm bo cc khon vay mi khng pht

sinh nqu hn.SGD I thc hin nhiu bin php tch cc thu hi n

qu hn kh i nh pht mi ti sn thu hi nqu hn;bm st cho caNHCTVN x l dt im nxu.C th nh:

+ Thu hi nqu hn kh i : 2.050.000.000

(trong bn ti sn thu nnhm I l 323.000.000)

+ X l bng ngun DPRR : 10.353.000.000

+ X l nnhm II : 58.007.000.000


54/79


54

Tnh n 31/12/2004,n qu hn tnh trn tng d n cho vay gim

mnh c v t trng v s tuyt i,nqu hn ch cn 1,438 tng (khng

k nkhoanh) t trng 0.06% u c kh nng thu dt im trong nm 2005.

n 30/6/2005, d ncho vay v u tt 4.179 tng, trong dncho vay nn kinh tt 2.892 tng, tng 156 tng (65,7%) so vi

31/5/2005, bng 98% k hoch qu II/2005 giao, tng 478 tng (+19,8%)

so vi 31/12/2004.

Doanh s cho vay 6 thng l: 1.987 tng

Doanh s thu n6 thng l: 1.510 tng

1. Ccu dn:D ncho vay ngn hn: 1.083 tng, chim t trng 37,5% tng d

n cho vay, khng thay i so vi 31/5/2005, vt 8,3% k hoch qu

2/2005, tng 168 tng (+18,4%) so vi 31/12/2004.

D ncho vay trung v di hn: 1.809 tng, chim t trng 62,5%

trong tng d ncho vay, tng 156 tng (+5,7%) so vi 31/5/2005, bng

93% k hoch qu 2/2005, tng 310 tng (20,7%) so vi 31/12/2004.- D ncho vay DNNN: 2.286 tng chim t trng 79% tng d n,

gim 3% so cng k nm 2004, gim 1% so vi u nm.

- D n cho vay ngoi quc doanh: 606 tng chim t trng 21%

tng d n, tng 3% so cng k nm 2004, tng 1% so vi u nm.

- D n cho vay c ti sn m bo: 1.022 t ng, chim t trng

35,3% tng d n, tng 6,7% so vi u nm.

Tnh hnh pht trin khch hng mi: trong 6 thng u nm thu ht

c 68 khch hng vay mi. Trong : KH1: 4; KH2: 21; KH c nhn: 35:

PGDI: 8.

2. Nqu hn

Nqu hn n 30/6/2005 l 37,4 tng, chim t trng 1,3% tng d

ncho vay (ring nqu hn ca Cng ty Vikoglowin l 25 tng do n


55/79


55

v thay i chu t nn cha tr n). Nqu hn kh i 9 tng pht

sinh t trc, chim t trng 24% tng nqu.

Su thng u nm thu c 1,348 tng ntn ng, t 7,5% k

hoch nm 2005 (KH: 18 tng). Trong , thu nni bng l 303 triu

ng, ngoi bng l 1,045 triu ng.

3. Kt qu kinh doanh

- Li nhun 6 thng t 131,2 tng, ring thng 6/2005 l 33,2 t

ng, tng 23% so cng k nm 2004, t 43,7% k hoch LN NHCT giao

cho c nm 2005.

- Tng thu nhp 6 thng l 448,6 tng, trong thu dch v l 5,64tng, chim t trng 1,23% trong tng thu nhp, tng 4% so cng k nm

2004, t 22,5% k hoch c nm 2005.

Hot ng iu chuyn vn

T trng iu chuyn vn ca SGD I chim ti hn 70% tng ti sn ca

SGD I trong bao gm cc hot ng :iu chuyn vn theo k hoch ;iu

chuyn vn theo k hoch;iu chuyn vn cho vay theo mc ch chnh;iu chuyn vn cho vay cc d n;iu chuyn vn ngoai t bt buc

v thanh ton khc.

Bng: Tnh hnh iu chuyn vn ca Sgiao dch

n v: Tng

2003 2004

Ni t 10090 9351Ngoi t 1579 1388

Hot ng thanh ton quc t

T nm 1991 SGDI NHCT Vit Nam chnh thc hot ng thanh

ton quc t, hin nay nghip v ny c trin khai v pht trin nhanh

chng ti SGDI, doanh s do hot ng ny mang li cng chim mt phn


56/79


56

ln trong tng doanh s hot ng ca SGD I, hng nm c nhiu L/C c

mti y vi tng gi tr quy ra tin rt ln.

Hot ng thanh ton quc t bao gm:

+ Chuyn tin ra nc ngoi+ Thanh ton nh thu: nh thu D/P - giao chng t trn c s thanh

ton; nh thu D/A - giao chng t trn cschp nhn thanh ton; cc loi

nhthu khc.

+ Th tn dng nhp khu: Th tn dng khng th hu ngang, c th

hu nang; tr ngay; tr chm; tun hon; i ng; chuyn nhng; gip lng;

d phng; xc nhn; iu khon .+ Thu tn dng xut khu

Nm 2004 SGDI mc 732 L/C, tr gi 89 triu USD, tng 49%

so nm 2003; Thanh ton 1058 L/C tr gi 78,7 triu , tng 39% so vi nm

2003. Tng kim ngch XNKt 154 triu , tng 29,3% so vi nm 2003,

tnh hnh c thc trnh by di bng sau:

Bng 4: Tnh hnh thanh ton qu t ca SGD - NHCTVNn v: Triu USD

2003 2004Nm

Ch tiu Tng s Tng Tng s Tng

1. S L/C 636L/C 40% 732 L/C 49%

2. Tr gi 60 89

3. S L/C thanhton

767 L/C 36% 1058 39%

4. Tr gi 56,5 7837

5. Tng kim ngch

XNK

119 10,4 154 29,3%

6. Tng thu ph 6.500 8,3% 680 5%

Ngun: Bo co kt qu kinh doanh ca SGDI - NHCTVN


57/79


57

(Ct 3 v 5 th hin phn trm ca cc ch tiu so vi nm lin trc).

Hot ng ti trthng mi tip tc gi vng tc tng trng. Nm

2004 mc 732 L/C, tr gi 89 triu USD, tng 49% so vi nm 2003;Thanh ton 1.058 L/C, tr gi 78,7 triu USD, tng 39% so vi nm 2003.

Tng kim ngch thanh ton XNKt 154 triu USD, tng 29,3% so vi nm

2003. Pht hnh bo lnh 598 mn tr gi gn 100 tng. Vic mua ngoi t

p ng nhu cu thanh ton cho khch hng nhp khu rt ln. p ng

nhu cu thanh ton ca khch hng. S d ch ng khai thc ngoi t t

nhiu ngun nh mua ca NHcT Vit Nam, mua trn th trng lin ngn

hng, mua bng tin mt kt qu doanh s mua bn c nm t 395 triu

USD, tng 32% v gii ngn cc d n ODA u tng trng kh. Tng s

ph thu c t hot ng TTTM v kinh doanh ngoi tt 6,8 t dng, tng

5% so vi nm 2003.

6 thng u nm 2005:

- L/C nhp: M373 L/C, tr gi: 37.659.000 USD

Thanh ton 480 L/C, tr gi: 36.760.000 USD

- L/C xut + nhthu xut:

Thng bo: 15 mn, tr gi: 2.293.000 USD

Thanh ton: 33 mn, tr gi: 2.816.000 USD

- Nhthu nhp:

Thng bo: 174 mn, tr gi: 5.729.000 USD

Thanh ton: 161, tr gi: 5.925.000 USD

- Pht hnh bo lnh trong nc: 244 mn, tr gi 46,136 tng.

- Thanh ton TTR: 736 mn, tr gi 42.228.000 USD.

- Ph thu t hot ng ti tr thng mi: 3 t 492 triu ng, tng

16,4% so cng k nm 2004.

Hot ng thanh ton quc t tng trng kh. Tng gi tr thanh ton

hng nhp khu tng 20,73%, tng gi tr thanh ton hng xut khu tng 2,6


58/79


58

ln so vi cng k 2004. Pht hnh bo lnh trong nc tng 79,4% v gi tr

so cng k 2004.

Kinh doanh ngoi t: 6 thng u nm 2005, cung cp USD trn th

trng trong nc din bin tch cc, t gi VND/USD n nh, ch tng 0,52so u nm. T gi n nh to thun li cho xut khu, nhp khu, vay n

nc ngoi. Hot ng kinh doanh ngoi t ca Scng c nhiu thun li do

ngun cung ngoi t kh di do nn p ng kp thi nhu cu v ngoi t

ca khch hng thanh ton T/T, L/C, tr n Doanh s mua bn ngoi t

tng 55% so vi cng k nm 2004.

Loi ngoi t Doanh s mua Doanh s bn

USD 106.450.580 USD 102.425.729 USD

EUR 96.102.684 EUR 96.287.247 EUR

JPY 12.833.152 JPY 12.832.701 JPY

Li kinh doanh ngoi tt xp x 600 triu ng.2.1.3.3. Nghip v kton thanh ton

Hot ng thanh ton trong v ngoi nc u c thc hin nhanh

chng, chnh xc v an ton. Vi doanh s thanh ton c nm ln ti 308 ngn

tng, s lng chng t trn 465 ngn mn (bnh qun gn 1.900 chng t

giao dch/ngy), thanh ton bng chuyn khon lun chim 97%, nhng

khng xy ra ch tc, chm thanh ton lm nh hng n hot ng kinhdoanh ca khch hng. Trong nm mra c 1.085 ti khon cho t chc

kinh t v c nhn, 637 ti khon ATM v gn 300 th CashCard n nay

c hn 8.000 khch hng thuc mi thnh phn kinh t v trn 75 ngn

khch hng gi tin tit kim. Lun phi hp cht ch khc phc kp thi

mi s c trong giao dch, gp phn trin khai thnh cng chng trnh hin

i ho (INCAS).

Tnh hnh mti khon 6 thng u nm


59/79


59

C 2.249 n v v c nhn mti khon trong :

- T chc kinh t: 88

- C nhn: 145

- Ti khon ATM: 2.016Tnh hnh thanh ton 6 thng u nm

Tng s mn: 292.836 mn, s tin: 136.453 tng

Trong :

- Thanh ton bng tin mt l 24.313 mn, tr gi 4.530 tng chim

3,3 tng gi tr thanh ton.

- Thanh ton bng chuyn khon l 268.525 mn, tr gi 131.923 tngchim 96,7 tng gi tr thanh ton.

Su thng u nm, khi lng chng t thanh ton tng 25% so vi

cng k nm 2004, song cng tc k ton vn m bo hch ton chnh xc,

kp thi, ng ch. Tng cng cc hot ng nhm phc v khch hng

ngy mt tt hn nh: duy tr giao nhn chng t ti n v ca mt s khch

hng ln; phi hp vi trung tm dch v khch hng - Bu in H Ni mphn vi kho bc H Ni gii quyt ch tc trong thanh ton nh thu vi

cc kho bc trn a bn. xut kin vi mt s khch hng c tin gi

khng k hn ln, n nh chuyn mt phn sang k hn mang li nhiu

li ch hn cho khch hng v ngn hng. Lm tt cng tc u mi pht hnh

th ATM. Trong 6 thng u nm 2005 pht hnh c hn 2.000 th

(ring 2 t trin lm pht hnh c trn 500 th). 7 th Visa - Master v 3

cschp nhn th.

2.1.3.4. Cng tc tin t kho qu

Nm 2004, doanh s thu, chi tin mt t 14.810 tng, tng 5% so vi

nm 2003. Cn b kim ngn tch cc kim m, tn thu mi ngun tin,

la chn tin tiu chun np NHNN, duy tr tn qumc thp nht.

Ngoi thu tin tr s, cn b ngn qu cn tng cng thu tin ti n v

(gm 9 im thu), vi khi lng v gi tr tng 15% so vi nm 2003. Vi


60/79


60

tinh thn trch nhim cao, nghip v vng vng, c tnh lim khit, cn b

kim ngn pht hin v thu gi hn 112 triu ng tin gi, tr li 55 mn

tin tha cho khch hng vi s tin l 50 triu ng v 3.800 USD. Cng vi

vic trin khai v thc hin chng trnh hin i ho (INCAS), cng tc tint kho qu cn gip vic c lc cho BG trong vic kim sot ton b hot

ng giao dch thu, chi tin mt v n ch c gi m bo ng quy trnh

nghip v v tuyt i an ton.


61/79


61

Tnh hnh thu chi tin mt

Tng Tng chi

VND (TR) 3.802 t 336 3.811 t 485

EUR/1EUR 9.197.460 9.247.605

USD/1USD 77.204.405 77.160.355

- Thu, chi tin mt VND tng 12% so cng k nm 2004; EUR tng

52%; USD tng 9%.

Hot ng thu chi tin mt chnh xc, kp thi, m bo an ton ti sn

ca ngn hng v khch hng. 6 thng u nm pht hin v thu gi hn

32 triu ng tin gi; tr 60 mn tin tha cho khch hng, tr gi 52,3 triu

ng.

2.1.3.5. Cng tc thng tin in ton

Hot ng Thng tin - i ton trong nm qua gp phn quan trng

trong vic trin khai thnh cng d n hin i ho ngn hng v h thngthah ton do WB ti tr. Trin khai cc phn mm qun l, cp nht cc

chng trnh kp thi, x l s liu chnh xc, cung cp thng tin y gip

lnh o nm c tnh hnh kinh doanh, kp thi iu hnh v qun l vn c

hiu qu. Lun bm st csd liu ti cc im giao dch, theo di cht ch

cc s c v k thut khc phc kp thi, m bo ng mng ni b

thng sut, phc v hot ng giao dch tri chy.

2.1.3.6. Cng tc kim tra, kim ton v xt khiu t:

tin hnh kim tra, kim sot ni b mt cch ton din y cc

nghip v tn dng, bo lnh k ton ti chnh, tin t kho qu, nghip v huy

ng, chi tr tin gi tit kim v nghip v thanh ton quc t. Trong qu

trnh kim tra, kim sot ni b pht hin kp thi thiu st bo co


62/79


62

tham mu cho BG c bin php x l, khc phc. Do trong nm qua,

hot ng kinh doanh ca Skhng xy ra nhng sai st ng k.

Cng tc kim tra kim sot c ch trng. Trong nm tin hnh

kim tra ton din trn tt c cc nghip v nh: Tn dng, k ton, ti tr

thng mi, ngun vn v ngn qu trong , c bit chsu trng kim tra

hot ng tn dng. thc hin kim tra 962 h svay vn ca 315 n v;

kim tra t xut 15 ln v 4 ln kim tra ton din ti 9/9 qu tit kim, kim

tra ton din nghip v thu chi tin mt v an ton kho qu. Kt hp cht ch

gia kim tra v vic thc hin chn chnh sau kim tra, pht hin v un nn

kp thi sai st, m bo cho hot ng kinh doanh pht trin - an ton.

2.1.3.7. Cng tc tchc hnh chnh.

Cng tc t chc cn b lao ng tin lng lm tt vai tr tham mu

cho BG gii quyt kp thi, y , ng ch v cng tc t chc lao

ng tin lng, gp phn gi vng on kt ni b, to nn s yn tm, phn

khi cho ngi lao ng hon thnh xut sc nhim v kinh doanh. C th.

- B nhim iu ng cn b c nng lc chuyn mn, phm cht

chnh tr vo cc v tr cng tc ph hp.

- C cn b tham gia cc lp tp hun v d n u t, nghip v tn

dng trung v di hn, thanh ton quc t, nhn bit ngoi t gi nng cao

trnh nghip v cho CBCNV.

- Thc hin ch tin lng, chnh sch bo hm x hi theo ng quynh ca NHCTVN v ca Nh nc.

- Tip nhn h sCB CNV, h s cn b ngh hu do NHCTVN bn

giao, r sot v trin khi vic qun l cn b trn my vi tnh.

* Cng tc hnh chnh: Trong nm qua, phng hnh chnh lm tt vai

tr hu cn p ng kp thi y mi nhu cu pht sinh v csvt cht

k thut, phng tin lm vic m bo cho cc mt hot ng kinh doanh


63/79

Chuyn thc tp tt ng

Documents

VanLuong.blogspot.com BIDV