TAPCHiCONBTHIfdNB
PHAT TRIEN DICH VU
BAO HIEM PHI NHAN THO TAI CONG TY BAO VIET NAM BINH DlJCfNG
• LE DANG PHl/dNG THAO - CANH CHI HOANG
TOIM TAT:
Nghien eiJu lam ro nhiing va'n de ly luan v^ bao hi^m, dac di^m ciia dich vu bao hiem phi nhan tho, cac quy dinh, chinh sach, cac van ban htfdng dSn cua Nha ntfde lien quan dd'n hoat dgng kinh doanh bdo hiem. Thifc trang kinh doanh dich vu bao hiim tai Cong ty Bdo Vi6t Nam Binh Difdng, tii' do d^ xuS't cac giai phap Ide'n nghi hoan thiSn phat triln dich vu bao hi^m gdp phdn thiic diy phat triln kinh te, xa h6i tai dia phifong. Cu thi: Lam ro nhiing van dl cd ban ve dich vu bao hiem phi nhan tho tai Cdng ty; Lam ro mdt so' ly luan ve dich vu va phat triln dich vu, noi dung va tiln trinh phit trien dich vu, dae diem va yeu eau eua phat triln dich vu bao hiem phi nhan tho; Phan tieh, ddnh gia thtfc trang phat trien dich vu bdo hiem phi nhan tho tai Cong ty Bao Viet Nam Binb Dtfdng; D l xuat mot so giai pbap phat trien dich vu bao hiem phi nhan tho tai Cong ty Bdo Viet Nam Binh Dtfdng, trong thdi gian tdi.
Tiif khoa: Bao hilm, bao hiem phi nhan tho, dich vu, Cdng ty Bdo Viet Nam Binh Dtfdng.
I. Dat van de
Thtfc te boat dpng kinh doanh bao hiem phi nhSn tho (BH PNT) tbdi gian qua da eho tha'y stf Idn manh khdng ngiJng cua nganh BH PNT va nhieu tiem nang phat triln trong ttfdng lai. Tuy nhien, thi trtfdng BH PNT Viet Nam dang dtfdc da dang hda vdi td'e dp eao, sd'c ep md cu'a thi trtfdng va thach thu'c hoi nhap ngay cang Idn.
Difng trtfdc thach thu'c nay, d l nang cao kha nang canh tranh va phat triln ben viJng tren thi trtfdng BH PNT. Cdng ty Bao Viet Nam Binh DtfOng phai khong ngudng cdi tie'n, phat trien doanh nghiep ve mpi mat, trong dd npi dung then chd't.
CO ban la phat dich vu BH PNT eua minh.
IL Phat trien dich vu bao hiem phi nhSn tho tai Cong ty Bao Viet Nam Binh Diidng
1. ThUc trang phdt trien dich vu bdo Iiiem phi nhdn tho tai Cong ty Bdo Viet Nam Binh DUdng 1.2. Nghien edu mdi trudng marketing ve dich vu
- IVldi trtfdng dan sd' hpc:
Tinh de'n Og ngay 01/04/2018, dan sd' Binh DtfOng dat 1.995.817 ngtfdi. Binh Dtfdng la dia phtfdng ddng dan thif 7 trong ca ntfde. Binh Dtfdng mdi chi ed 10% dan so' mua BH va ehi phi cho BH ehi ehiem 2% GDP, trong khi d eac ntfde
TAI CHiNH-NGAN HANG-BAO HIEM
phat triln la 40-60% dSnsd'muabdobilmva cbi phi cho bdo hiem chiem 10-15% GDP. Nhtf vay, tiem nang ve nhu ciu bao hilm tai Viet Nam cdn rS't Idn, la yeu to' thuan ldi d l doanb nghiep bdo hilm phat trien (Nguon: Ting cue Tbd'ng ke).
- Mdi trtfdng ldnh te:
Trong giai doan 2016-2018, nen kinh te Binh Dtfdng tie'p tuc tang trtfdng, nam 2018 tong san pham trong Tinh (GRDP) tfdc tang 9,15% (ke hoach 8,3%), tao dilu kien cac nganh trong do cd bao hiem phi nbSn tho cd ed hoi phat trien manh me.
- Moi trtfdng van hda xa hdi:
Trinh dp dSn tri trong thdi gian qua ludn dtfdc chii trpng nSng cao, ngtfdi dan cd y thu'c hdn ve bdo ve cong ding v^ ban than, tao dilu kien d l phat triln cac loai hinh bdo hiem. Tuy nhien, mdt bp phdn khdng nhd dan etf quan niem lac hau rdng khdng nen mua cai "xui riii" vao minh.
- Mdi trtfdng chinh tri phap luat:
Viet Nam la mdt trong so' cac ntfde cd nen cliinh tri I n dinh, tao dilu kien thu§n ldi de thu hiit dau ttf ntfde ngoai cung nhtf dau ttf trong ntfde phdt triln. Dong thdi, Nba ntfde ngay cang dan hoan thien he thd'ng phap luat, dd'i vdi ITnh vtfe
BH PNT trong thdi gian qua Bd Tai chinb da ban hanh, siJa doi va bo sung cdc quy dinh nham tao stf canh tranh lanh manh va thuan ldi eho cdc doanh nghiep bdo hilm trong boat ddng.
- Mdi trtfdng cdng nghe:
Stf phdt trien manh me eua cdng nghe thdng tin va internet da tao dieu kien eho cae doanh nghidp bao hiem phi nhan thp dd^ manh dp dung cae phan mem cung nhtf trien khai cac tien ich mdi cua san phd'm dd'i vdi khdch hang.
- Khach hang:
Doanh thu theo khach hang ca nhan, hp gia dinh tang manh va cd gia tri Idn qua cac nam 2016 - 2018. Vdi ldi the tH Bao Viet la Cdng ty bao hilm cua Viet Nam dtfdc ra ddi til ra't lau va gan bd vdi nhtfng bien ed' eda dd't ntfde,Vi vdy, cac khach hang nay da dtfOe tao stf yen tdm dd'i vdi BVNBD ve chat Itfdng khdcb hang cua nhdm khach hang nay, ben canh dd ciing giam bdt ap Itfc canh tranh thi trtfdng ngoai, ddy la loi t h i Idn cua BVNBD. (Bang 1),
Ngay nay, sd' ddng KH mua BH khdng chi mong doi d miJc phi BH hop Iy, san pham da dang va ddp ifng dtfdc nbu cau thtfc te', ma ho cdn mong mud'n nhan dtfdc chd't ItfOng dich vu td't.
Bang 1. So lUdng khach hang giai doqn 2016 - 2018
Dvf: Khach hang, ty dong
Odi ti/ang khach hang
Caeca nhan, hp gia dinh DN tu nhan, co phan, TNHH
DN Nha nu6c Co quan Nha nudc Cty nitdc ngoai, lien doanii
long
2016 Khach
hang 470.525
1.305 35 2 1 471.868
Doanh thu 80,52 25,54 28,24 0,30 0,30 134,9
2017 Khach
hang 650 332
1.145 33 3 1 661.513
Doanh thu 117,01 21,38 24,27 0,62 0,31 163,6
2018 Khach
hang 1.004.122
1.253 32
3 1 1.005.460
Doanh Ihu 147,34 22,36 22,97 0,61 0,31 193,6 Ngudn: Phdng Tdi chinh - Ki'todn
So 4 - T h a n g 3/2019 195
TAP CHi CONG IHIfdNG
Bang 2. Doanh thu va th| phan cua cac doanh nghiep bao hiem phi nhdn tho tgi Binh DUdng giai dogn 2016 - 2018
BVT:fyc
STT
1 2 3 4
DN Bao hiem
Bao Viet Bao IVIinh PJICO
Cong ty bao hiem Vien Dong va cong ty khac long
Nam 2016 Doanh
thu 134,90
54,54 31,46 30,78 251.68
Th|
phan % 53,6 21,67 12,5 12,23 100
Nam 2017 Doanh
thu 163,60 66,92 34,94 33,95 299,41
Th|
phan%
54,64 22,35 11,67 11,34 100
Nam 2018 [)oanh
thu 193,60 78,12 33,96 33,96 339,65
Thi phSn%
57 23 10 10 100 Ngudn: Website
cham sdc sau ban hang ciia Cdng ty nhanh chdng va thoa dang cung nhtf vi6c tao dtfng nhffng gia tri ma khdch hang se cd dtfdc khi siJ dung dich vu BH PNT. Nam bat dtfdc dieu nay, Bao Viet Nam Binh Dtfdng (BVNBD) da khdng ngifng thay doi, cung cd' vl mgi mat d l ton tai va phat triln.
- Dd'i thu canh tranh:
Nam 2018, ciing vdi stf khdi sac eua nen kmh te Viet Nam, thi trtfdng bao hiem tie'p tuc tang trtfdng tieh etfc. Tinh de'n ngay 31/12/2018, cd 63 DNBH hoat ddng tai Viet Nam (trong dd gom 29 DNBH phi nhan thp, 18 DNBH nhan thp, 14 DN mdi gidi bao hiem, 2 DN tai bao hilm) va 1 chi nhanh DNBH phi nhdn thp ntfde ngoai tai Viet Nam.
Xet ve hinh thu'c canh tranh eua cdc dd'i thu thi ra't da dang. Khdng tinh cae hinh thu'c canh tranh bang cac thu doan phi dao du'c nhtf tuyen truyen sai stf that, chap nhan bao hilm trong ea dieu kien tinh hinh bd't lOi hoan toan thi binh thdc canh tranh ehu ylu nhd't eua cac doanb nghiep bao hilm hien nay la canh tranh ve gid (phi bdo hilm), chi phi va hoa hong.
Cdc doanh nghiep tap trung dau ttf chi phi eho khai thac, chi phi ebo dich vu khdch bang, phat trien san pham mdi,... lam sao d l cd dtfdc nhieu khach hang, lam cho khdch hang hai Idng vdi sdn
phdm va dich vu cua cdng ty minh hdn cdc cdng ty khde.
- Cdng ehling:
Trong thdi gian qua, BVNBD thtfdng xuyen dang tin chi tra quyln ldi qua cac phtfdng tien truyin hinh, bdo, dai dia phtfdng,.. cdng chiing dan hieu hon ve quyln ldi cua sdn pham nay, mot so' cdng chung da trd thanh KH ciia Cdng ty, Ben canh do, Cdng ty va cae chi nhanh trtfc thudc cung da tich etfc tham gia cac hoat ddng tCf thien nhan dao de tao hinh dnh td't dep din vdi cdng chung.
7.2. Phdn doan vd lua chon thi trUdng muc tieu a) Cdng tdc phan doan thi trtfdng bao hilm Theo bang sd' heu k i t qua KDBH gd'c theo nghiep vu, nghiep vu BH xe eO gidi, BH hang hda va bao hilm ehdy n l la phan doan co t^
trpng ddng gdp cao nba't trong giai doan 2016 - 2018. Dtlng d^u Id nghiep vu BH xe cd gidi vdi ty trpng doanh thu cao nhd't va hieu qua ddng gdp eao nha't.
Hien nay BVNBD ap dung phan doan thi trtfdng theo khach hang tham gia, vdi thi trtfdng bao hilm danh cho cd nban, bdo hilm xe d td va bdo hilm xe may. Nhdm khach hang nay dem lai doanb thu nam 2018 la 127,34 ty dong. Day la khach hang cd ty trpng doanh thu Idn nha't va tang trtfdng qua cdc nam. (Bang 3),
196 So 4-Thang 3/2019
TAI CHlNH-NGAN HANG HAO HIEM
Bang 3. Doanh thu bao hiem theo tilng nhom khach hang
€)di tUdng khach hang
Cac ca nhan, hp gia dinh DN tu nhan, co phan, TNHH
DN Nha nude Co quan Nha nudc Cty nudc ngoai, lien doanh
long
2016 Khach
hang 470.525
1.305 35
2 1 471.868
Doanh thu 80,52 25,54 28,24 0,30 0,30 134,9
2017 Khach
hang 650.332
1.145 33
3 1 651.613
Doanh thu 117,01
21,38 24,27 0,62 0,31 163,6
DVT: ty ddng
2018 Khach
hang 1 004.122
1.253 32
3 1 1.006.460
Doanh thu 147,34 22,36 22,97 0,61 0,31 193,6 Ngudn: Phdng Tdi chinh - Ke todn
Theo bang so' lieu ke't qua KDBH gd'c theo nghiep vu, nghiep vu BH xe ed gidi, BH hang hda vd bdo hilm chay no la phan doan ed ty trgng dong gdp cao nhS't trong giai doan 2016 - 2018.
DiJng dau la nghiSp vu BH xe cd gidi vdi ty trpng doanh thu eao nha't va hieu qua ddng gdp cao nhd't.
Hien nay BVNBD dp dung phan doan thi tnfdng theo khach hang tham gia. vdi thi trtfdng bao hiem danh cho ca nhan, bao hilm xe d td va bao hiem xe may. Nhdm khach hang nay dem lai doanh thu nam 2018 la 127,34 ty dong. Day la khach hang cd ty trpng doanh thu Idn nhat va tang trtfdng qua cac nam.
b) Thi trtfdng mue tieu hien tai cua BVNBD Sdn pham bao hilm phi nhan thp la loai sdn pham vd hinh va qua trinh cung ca'p san pham den tay ngtfdi tieu dOng thdng qua cae hdp ding bao hilm/dOn/Gid'y chuang nhdn bao hilm va dd'i ttfpng khdch hang la nhiJng to chu'c, ea nhan cd ttf cdch phap nhan va bi gidi ban trong gia'y phep kinh doanh, vdl khd nang gia nhap thi trtfdng bao hiem de ddng vd ed nhieu doanh nghiep bao hiem tai Vi6t Nam.
1.3. Dinh vi sdn phdm tren thi trUdng muc lieu La cdng ty eon cua Bao Vidt trong tbdi gian qua, BVNBD da dinb vi san pham cua minh tren
thi trtfdng muc tieu qua cdng tac qudng bd hinh dnh, thtfOng hieu nhtf: trang bi he thd'ng biln hieu tai tru sd cbinh cdng ty va ede dai ly bao hilm trtfc thudc Bao Viet, dang tin chi tra quyen ldi bao hilm tren bao, dai, truyin hinh.
Tuy nhien, viec xdy dtfng ehinh sdch gia chii ye'u thdng qua htfdng dan eiia van ban phdp ludt khdng linh ddng da lam anh htfdng dd'n stf iinh hoat ve ebinb sdch gia trong thi trtfdng ma san pham bao hilm phi nhdn thp ehu yeu la gid (gid phi), phan tram hoa hing va ty 16 trich eho khdch hang. Vl vay, viee xay dtfng vd ltfa chon chien Itfpc dinh vi eiia BVNBD cdn han che' vd chtfa dtfdc rd rang.
1.4. Thiet ke cdc chinh sdch phdt trien dich vu a) v l chinh sach danh muc
Ngay nay khach hang cd thi khai thae va nam bat thdng tin tbi trtfdng bao hilm PNT mdt cdeh d l dang qua cac pbtfdng tien thdng tin va truyen mieng, vi vay khdch hdng cd nhieu thdng tin va ed sd lu'a ehon cho minh nhffng san pham phu hdp nha't vdi mdc phi bao hiem hop ly va chd't ItfOng phuc vu td't nhd't.
- Dd'i vdi nhdm bao hiem con ngtfdi: Nam 2016, tang BH tai nan hanh khdch dtfdng sdng;
BH tai nan hanh khach dtfdng bp va BH ebii the.
So 4 - T h a n g 3/2019 197
TAP CHi CONG THirifNt
- Dd'i vdi Bdo hiem tai san ky thudt: Nam 2018 tdng BH hda hoan va riii ro ddc biet.
Cdc sdn phd'm mdi tnen khai trong tbdi gian qua chii yen la bao hiem con ngtfdi va bdo hiem tai san ky thudt, tuy nhidn 02 trong sd' 04 sdn pham tang thdm tren thi bao hilm tai nan hanh khach dtfdng sdng;
Uu dilm: Cac san pham radi phat trien va trien khai trong thdi gian qua da lam gia tang stf ltfa chpn cho khach hang, phdt triln dtfdc san pha'm gan liln vdi boat ddng cdng ty.
Nhtfde dilm: Cdc san pbam mdi ehtfa tao dtfdc nhieu stf khde biet so vdi dd'i thii canh tranh, bi han che kbai tbdc do tinh hieu qua.
b) v l chinh sach chat Itfdng, thtfdng hidu Vdi phtfdng chdm "Giff uy tin di vtfdn tdi thdnh cdng", ehinh vi vdy d l phdt tnen ebd't Itfdng va thtfdng hieu dich vu BH PNT, Cdng ty tap trung vao cac phtfdng dien:
- Chi tra quyen ldi bao hiem: Cha't Itfdng san pham dich vu thi hidn d khau giai quye't boi thtfdng eho khdcb bang kbi ed stf cd' bao hilm xay ra. Cdng tdc chi tra quyen ldi bao hilm dien ra nhanh chdng khi cdng tac gidm dinh nhanh chdng chinh xac, cdng tac boi thtfdng hdp ly, thu tue dam bao quy dinh.
- Cdng tac giam dinh: De tao dieu kien cho cdng tae giam dinh thi Cdng ty da dau ttf trang thiet bi hien dai nhtf: may dnh, thtfdc, phtfdng tien lien lac, phtfdng tien di lai,... nhdm phuc vu td't cdng tdc gidm dinh.
- Cdng tdc boi thtfdng: Day la khdu dnh htfdng trtfc tilp de'n uy tin, ket qua, hieu qua kmh doanh eua cdng ty. Vdi hai quan diem hoan toan dd'i lap nhau: Khdch hang thi mud'n nhan boi thtfdng mu'c toi da nhtfng doanb nghiep bao hilm thi ehi boi thtfdng diing mu'c trach nhiem.
- Cdi tien quy trinh cung ca'p dicb vu qua viee tdng ctfdng cdng tac kilm soat thdng tin hdp dong, thdng tin khdch hang ngay tif ddu.
- Ban hdnh quy trinh giam dinh boi thtfdng phu hdp vdl tffng nghiep vu bao hiem va dac thu Ciia nd.
-Tang ctfdng dao tao, tdp hua'n nghiep vu nen chat Itfdng giam dinh vidn, boi thtfdng vien da tii'ng btfde dtfdc ndng cao hdn.
- Hien tai td't ed ede vu td'n tha't deu dtfdc cdn bd BVNBD de'n gidm dinh hien trtfdng, da ttf tin trtfc tie'p tac nghidp vd kilm sodt ton tha't chat che theo diing quy trinh ciia Cdng ty ban hdnh.
" La'y eh] tieu thdi gian giai quyd't ho sd boi thtfdng la mdt trong cic chi tieu d l ddnh gid xep loai edn bg va phdng hang thdng, quy, nam.
c) Ve chinh sdch dich vu mdi
Trong thdi gian qua, BVNBD da phdt triln thdm cac gia tri gia tang cho sdn pham BH ciia minh nhtf: gidm phi dd'i vdi nghiep vu BH tdi san ne'u trong thdi gian tham gia BH khdng cd tin tha't, giam ty le phi ngay dd'i vdi BH vdt chat xe d td trtfdng hdp KH tham gia lien tue 03 nam khdng cd ton tha't hoac ton tha't tha'p...
- Md rdng them quyen ldi cho khach hang nhtf quyln ldi cO bdn, quyln ldi b l sung.
- Phat trien sdn pham mdi: Theo bdng tren ta tha'y sd' Itfdng san pham mdi tdng them ndm 2016 la 01 san phd'm, nam 2017 tang them 04 san pham, nam 2018 tang them 01 san pham (san phd'm nay chi mdi so vdi Bao Vi6t, thi trtfdng bao hiem da cd).
2. Giai phap phat trie'n dich vu bao hilm phi nhan thp tai Cong ty Bao Viet Viet Nam Binh Dif dng
2.1. Gidi phdp ve xdc dinh thi trUdng muc tieu D l phdt triln ben vffng BVNBD, can md rdng thi trtfdng mue tidu ra khdch hdng thi trtfdng ngoai vdi cd ca'u doanh thu trong he tbd'ng/ngoai he thd'ng la 80/20. Dong thdi, phat triln da dang cdc san pha'm d l trdnh trtfdng hdp ty trong doanh thu qua eao dd'i vdi radt san pha'm se ra't riii ro, vi mdi san pha'm ludn ed chu ky phdt triln ciia nd.
Til nghien cffu tren ta tha'y dtfdc, dd'i vdl dd'i ttfdng khach hang la ede ca nhan, hd gia dinh vdi dae dilm: Mua bao hilm qua kenh phan phd'i epng tac vien Id chii ye'u, ttf nguyen mua bao hiem dam bdo cho tai sdn tbi cd nhu cau dd'i vdi bdo hilm bao hilm, xe 6 td, xe may. Phd'n da'u doanb thu dat 50% de'n 60% tiem nang ciia dd'i ttfdng khdch bang nay
2.2. Dinh vi thi trUcfng muc tieu Hinh anh cua BVNBD drfdc biet din qua Bao Viet va qua trinh khdng ngffng nd Itfe cua tap the
198 So 4-Thang 3/2019
TAI efliNH-NGAN HANG-BAO HIEM
Ban lanh dao Cdng ty vd CBNV BVNBD trong cdng tac khai thdc va cham sdc khdch hang.
Trong tbdi gian tdi d l nang cao kha nang canh tranh, md rdng thi trtfdng vd dac biet Id duy tri mdt Itfdng khdcb hang trung thanh vdi cdc sdn pham ciia Cdng ty, BVNBD can tap trung vdo: da dang hda san pham vdi mffc phi hdp ly, cdng tac gidi quye't quyen ldi khach hang ddc biet la cdng tdc giai quylt b l i thtfdng phai thtfc hien mdt cdeh nhanh chdng, khac phuc nhffng thie'u sdt, ban che' trong qua trinh giao tilp ffng xii ciia can bp nhan vien dd'i vdl khach hang, quan be trong ndi bd cdng ty, tao stf a'n ttfdng ve phong each phuc vu thdn thidn, nhanh nhen ddp ffng yeu cau cua khach hang mpi lue Eupi ndi.
2.3. Cdc chinh sdch phdt trien bdo hiem phi nhdn tho tai Cong ty Bdo Vi^t Nam Binh DUdng
-Mot sd'giai phap cu the doi vdi ttfng loai sdn pha'm:
Ddi vdi sdn phdm bdo hiem con ngUdi Gidm ty le phi dd'i vdi ngtfdi thara gia ed dp tuoi tff 46-50 tuoi xud'ng edn 0.75% (ty le phi bao hilm hien tai: tff 18-45 tuoi la 0.65%, tff 46-65 tuoi la 0.9%) nham khuyin khich dd'i tffdng khdch hang nay tham gia he't mffc trach nhiem.
Ddi vdi sdn phdm bdo hiem xe 6 to Xdy dffng phii kin he thd'ng phuc vu sau ban hang gom: dpi ngu giara dinh vien, he thd'ng garage su'a chffa xe d td, dau md'i cung cd'p vdt ttf phu tung thay thi.
Doi vdi sdn pham hao hiem xe may Trien khai rdng khap xe may thdng qua eac to chffc nhtf Dodn thanh nien. Dang uy khd'i d l gidi thieu de'n cac cdng ty hoat ddng Doan, Dang trtfc thupc. Cd ed che' hdp ly cho cdc to ebffe ndy theo doanh thu dat dtfdc.
Ddi vdi sdn phdm bdo hiem tdi sdn ky thudt Xay dtfng bilu phi bao hiem tdi sdn ky thudt thd'ng nha't toan he thd'ng va dam bao canh tranh dtfdc vdi cdc bao khac tren thi trtfdng.
a) Nang eao chat Itfdng cdng tdc giai quye't quyen ldi bao hilm
- Cdng tdc gidm dinh:
Xdy dtfng md hinh giam dinh chuyen nghiep, tdch biet vdi he thd'ng kinh doanh, muc dich nham
tranh chdng cheo giffa khai thdc va phuc vu sau bdn hang.
Cdng ty can phai cd nhffng can bd giam dinh cd chuyen mon, phd'm chd't dao dffc vd cd hilu biet ve phdp luat d l giup cdc edn bg dl dang giai quye't cac ho sd boi thtfdng mdt each nhanh gpn.
- Cdng tdc boi thtfdng:
Thii tuc boi thffdng minh bach, nhanh chdng va cdng bang. Trong thtfc te' thii tuc ve cdng tae b l i thtfdng edn rtfdm ra, phffc tap va td'n kha nhieu thdi gian.
b) Cdi tien nang cao chd't Itfdng san ph^m va quy trinh khai thdc
Cai tie'n nang cao chd't Itfdng san phd'm hien cd d l dap ffng dtfdc nhu e^u ciia khach bang la mot trong nhffng nhiem vu dffdc de ra. Viec cdi tie'n cha't Iffdng sdn phd'm bao gom nhilu ylu td' nhtf tang mffc trdch nhiem bao hilm, giam thdi gian giai quylt bli thtfdng, xay dtfng bd bdp dong mdu vd mdu bilu lien quan tbd'ng nhd't dd'i vdi tffng sdn pham bao hilm.
c) Da'y manh cdng tdc qudng bd thtfdng hieu va boat ddng marketing
Xdy dtfng he thd'ng nhdn dien thtfdng hieu boan chinh chuyen nghiep thdng qua sff thd'ng nha't ciia cdc ye'u to':
- Nhan dien qua he thd'ng logo, cau slogan va y ngbla ciia logo do cdng ty mud'n truyin de'n khdch hang va dd'i tdc.
- Qua cdc d'n pha'm: Tap ehi, so tay, td rdi gidi thieu cac loai hinh dich vu bdo hilm ..
- Poster cac loai: Lich va thiep, bao li xi, mdu quang eao khai trtfdng...
- Cac bilu mau van phdng: gid'y tJeu de, namecard, gid'y nhac viec. .
- Nhdn dien qua cdc vat phd'm cd logo cdng ty:
Mdc khoa, biit, qua tdng khdch hang nhff ao mtfa, mu bao hiem...
Ke't hdp vdi cac cdng viec nhtf: Quang cdo, quan he cdng chiing, to chffc sff kien, truyen thdng va tdi trd ehffdng trinb mang tinh xa hgi lien quan den linh vffc bao hiem...
2.4. Chinh sdch marketing hd trcf trien khai - Chien luac dinhphicao: Mue dich ciia chie'n Itfdc dinh phi cao la nham giup cho cdng ty thu hoi vd'n mdt each nhanh chdng, gia tang mffc ldi
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TAP CHi CONG THIfHNG
nhudn va ty sua't ldi nhuan, tao cd sd d l doi mdi sdn pham. Mdt khac, trong mdt sd' trtfdng hdp dinh mffc phi eao cdn tac ddng manh me de'n tam ly ciia khdch hdng va kich thich tieu thu.
- Chie'n luoc dinh phi thd'p: Chie'n Itfdc dinh phi tha'p hon pbi eiia san pha'm bao hilm cung loai dtfdc dp dung khi cdng ty bao hiem mud'n nhanh chdng xam nhdp thi trtfdng.
- Chien luac tinh phi ngang bdng: Loai chie'n Itfdc nay dtfdc sff dung pho bie'n tren thi trtfdng canh tranh, dp dung vdi cac san pham bdo hiem khi ra ddi da cd nbilu san pha'm cung loai xud't hien tren thi trtfdng.
- Gidi phdp gid linh hoat: Gid phi ciia san pham bao hilm dtfdc tinb dtfa tren hai ye'u to' cd ban la ye'u to ky thuat va yeu to' tbi trtfdng.
2.5. Chinh sdch icenh phdn phd'i Gidi phdp hodn thien cdc kenh phdn phoi nhd'n manh vdo hai yeu td chinh: Thii nhdt, nang cao chat
Itfdng chuydn mdn va cha't Itfdng phuc vu ciia cac kenh phan phd'i. Cu thi: Dl ed thi hdp tac cdng tae vien hieu qua bdn nffa vdi BVNBD can thanh lap Phdng cdng tdc vien chuydn trach v l hoat ddng cdng tdc vien mdt each hieu qua va chuyen nghiep d l triln khai, theo ddi, giam sat cd hieu qua hoat ddng phan phdi bao hiera tai todn bd he thd'ng bao hilm BVNBD; Dd'i vdi kenh phdn phd'i trtfc tiep id cdn bd nhdn vien BVNBD can gido due dao dffc nghe nghiep cho cdn bd; To' chffe cdc bull trao doi nghe nghiep, kinh nghiem, riit kinh nghiem giffa cac can bd thanh cdng vdi eac edn bd mdi vao nghe; Dong thdi, nang cao cha't Itfdng cdng tde dao tao dai ly - kenh phdn phd'i gian tiep. Thii hai, da dang hda cdc kenh phdn phd'i theo cdc hffdng sau:
Sff dung kenh phdn phd'i trtfc tie'p Id nhdn vien BVNBD; Sff dung kenh phan phd'i gidn tie'p la dai ly va mdi gidi bao hilm; Phan phd'i bao hilm qua mang •
TAI LIEU THAM KHAO:
1 Bdo cdo ddnh gid thi trudng bdo hiem c&a Hiep hoi Bdo hiem Viet Nam (2011).
2. Hoang Van Chau, Vu Si Tudn, Nguyen Nhu Tien (2002), Bao hiem trong kinh doanh, Nhd xudt bdn Khoa hgc ky thuat
3. Pham Vdn Duac (1998), Phdn tich hoat dong kinh doanh, Nhd xudt bdn Thdng ke.
4. Truang Moc Lam, LUu Nguyen Khanh (2001), Mot sd dieu cdn biet ve phdp ly trong kinh doanh hao hiem, Nhd xud't bdn Thdng ke, Ha Noi
5. Trudng Dai hoe Kinh lequde dan (1998), Gido trinh "Qudn tri kinh doanh bdo hiem", Nhd xud'l bdn Gido due.
6. Thdi Vdn Cdch, Nguyen Thi Quyen (2015) (dich). Marketing vd viec dp dung trong bdo hiem.
Ngay nhan bai: 11/2/2019
Ngay phan bien danh gia va su'a chffa: 21/2/2019 Ngay cha'p nhan dang bai: 5/3/2019
Thong tin tdc gid:
1. LE DANG PHUONG THAO Cdng ty Bao Viet Nam Binh Dffdng 2. TS. CANH CHI HOANG Trtfcfng Dai hpc Tai chinh - Marketing
200 Sd4-Thong 3/2019
TAI CHJNH-NGAN HANG-BAO HIEM
DEVELOPING NON-LIFE INSURANCE SERVICES OF BAO VIET SOUTH BINH DUONG COMPANY
• LE DANG PHUONG THAO Bao Viet South Binh Duong C o m p a n y
• PhD CANH CHl HOANG University of Finance and Marketing
ABSTRACT:
This study is to clarify theoretical issues about insurance, eharacteristies of non-life insurance services, regulations, policies and guidelines of the State relating to insurance business activities. Based on actual insurance business activities of Bao Viet South Binb Duong Company, this study proposes solutions to improve the insurance services, contributing to the socio-economic development of localities. This study clarifies the basic issues of non-life insurance services of Bao Viet South Binh Duong Company, some arguments about services, service development, content and processes of service development, and characteristics and development requirements of non-life insurance services. The study also analyzes and evaluates the current situation of non-hfe insurance services development at Bao Viet South Binh Duong Company, thereby proposing solutions to develop non-life insurance services of the company in the future.
Keywords: Insurance, non-life insurance, services, Bao Viet South Binh Duong company.
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