Luu Bdo Trung. Vpn dung marketing hdn hgp ciia...
V A N D V N G M A R K E T I N G H O N H O P C U A H A I C 6 N G T Y B A O H I E M L O N 0 V I E T N A M *
LituBao Trung**
Ty'inh doanh bdo hiim tai Viet Nam dang duac xdc tiin manh vd nhiing cdng ty x \ . kinh doanh trong ITnh vuc ndy dang tan dvng duac nhiiu ca hdi vd ciing phdi ddi mat vdi nhieu thdc thirc. Ca hdi do la mpt thi trudng mdi ndi, thi trudng hdp ddn vd cd ca che kinh doanh khd thdng thodng. Song thdc thitc cung rdt nhiiu, ddc biit la cgnh tranh ngdy cdng gia tdng. De gidnh thdng lpi trong cupc cgnh tranh ndy, cdc doanh nghiep kinh doanh bdo hiim da md rpng nhieu gidi phdp khdc nhau, trong do cd marketing hdn hap. Hai cdng ty hdng ddu trong kinh doanh bdo Mem a Vift Nam la PVI vd BIC da sir dung gidi phdp ndy la nhirng minh chung cu thi.
T i khda: Kmh doanh bao hilm, marketing hdn hcjp, PVI, BIC...
Cdng ty bdo hilm ddu khi Viet Nam 1. Cong ty bao hilm D4U khi Vift (PVI) va tdng cdng ty cd phdn bao hilm Nam (PVI)
ngdn hdng ddu tu va phat triln Vi$t Nam (BIC) dd cd nhimg thdnh cdng gdn liln vdi viec vdn dung cdng cu marketing bin hop.
Tdng Cdng ty Bao hilm Ddu khi Vi^t Nam (PVI) duoc thanh lap vdo ndm 1996, xuat phat dilm t i mot edng ty bao hilm ndi bd thupe Tap doan Ddu khi QuIc gia Vi$t
* Marketing hSn hop hay marketing - mix la 16 h(rp Nam (PVN). Nam 2006, PVI da thdnh edng cua: san phSm; djnh gia; phan phii; quyft dinh; c l phdn hda vd niSm y i t trSn sdn c h i n g quang cao (khuyen mai); con ngudi (nguIn nhan khoan Ha Ndi ndm 2007. Thang 8/2011, lire) qui tnnh va tnet lyva van hoa kinh doanh. m„ t- •• s
"Quy m rin Bit tinh Bjc Ninli. ^ , ^ ' ^ ' ^ ' '=" <=^" ™ ^ " y ^ " ' ' ^ ' ^™g • " "
hinh boat ddng tap doan.
N ^ € n ciiu An Dp vd Chdu A. So 6 - 2016 Bang 1: Cac linh virc ho^t d$ng chu ylu
Cong ty thanh vien Ting Cdng ty Bdo hiem PVI Tong Cdng ty c l phan Tdi Bdo hilm PVI
Cdng ty TNHH Bdo hilm nhdn thQ PVI Sun Life
Cdng ty c l phan Qudn IJ QuJ PVI
Linh vyv hoat dong Bdo hilm phi nhdn thp Tdi Bao hilm Bdo hiem nhan thp Qudn ly quy va dau tu tai chinh
v l n dilu 1$
(ty ding) 2.100
668 1.100
440
Ty If sd hihi cila PVI (%)
100 73,11 25 65 Nguon: Bdo cao thudng ni6n cua PVI 2016
Hifn t^i, PVI Id doanh ngliiep bdo hi6m vai trd quan trpng nhat trong ea cdu tdng Idn thii hai tren thj trudng Viet Nam vd chii doanh thu eiia PVI nhung cdng ty van dang yeu kinh doanh ve mdng bdo hiSm phi nhan cd gdng da d ^ g hda sdn phdm, ehii trpng thp, ddng gdp tCr 70 - 90 % tdng doanh. thu phdt triln cdc sdn phim bdn le nhu bdo bdo hiem cila PVI. Cdc ITnh vuc ma PVI lii^m siic khde vd bdo hiim ca gidi. Trong dang chilm linh thj trudng nhu bao hi£m giai doan 2012 - 2015, tde dp tang trudng tdi san vd thiet h£ii (bao gdm cd bao hiem todn nganh ciia PVI duy tri 6n dinh d miic dau khi), bdo hiem hang khdng, bao hiem 22 - 23 %, vupt qua Bdo Viet dl ddn ddu thdn vd v6 tdu, bao hiem trdeh nhiSm. Mdc thi trudng bdo hiem Vi$t Nam.
dii bdo hiem tai sdn vd thiet hai dang ddng Bang 2: Thj phan cua PVI.
San pham Bao hiem tai san va thiet hai Bdo hiem hang khong Bdo hilm thdn vo tau Bao hilm trach nhi?m Bao hiem s i c khoe va tai nan Bao hiem xe ca gidi Bao hilm van chuyen hang hoa
Thi phan cua PVI nam 2015 51,9%
52,7 % 33,0 % 16,0%
14,1 % 12,1 % 8,7 %
Xip h^ng 1 I 1 1 2 3 3 Nguon: Bao cao thuang niSn cia PVI 2016.
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Luu Bao Trtmg. Vdn dung marketing hdn hpp cda...
Theo Bdo edo thudng niSn cia PVI ndm 2016 thi cd den 4 sdn phdm bao hilm dang dugc xip vi tri ddn ddu thi trudng ndm 2015. Tilp theo dd, cd 1 sdn phdm xip vi tri thi hai vd 2 sdn phdm xip vi tri thi 3.
Thing ke ndy minh chung cho vi thi cia PVI cung nhu tmh uu viet san phdm bdo hiSm trSn thi trudng hiSn nay.
Nhieu ngudi cho rdng, nhiing thdnh cdng trong kinh doanh cia PVI, trudc hit Id nhd hg bilt van dung marketing mix. PVI Id doanh nghifp bdo hilm hdng ddu thi trudng thvc hiSn kinh doanh bdo hilm phi nhan thg, nhdn thg, tdi bdo hiSm,... Hi|n nay, cdng ty ctmg d p cho th) tnrdng hang trim sdn phdm bdo hilm phi nhdn thg cac losi, dp dung cho mgi dii tugng bdo hilm, dap ing dly du nhu cdu cia cd nhdn, t l chic.
Vdi chi truong ddm bdo minh bach gid sdn phdm, khach quan, ctmg cdp dich vu vdi chi phi hgp ly nhit, cd nhiing ehinh sach uu dai dii vdi cdc nhdm khdeh hdng, PVI da quy dinh bilu phi cua cac sdn phdm bdo hilm theo quylt dinh sl 401/QD-PVIBH ngdy 28/5/2014 va duge cdng khai gia sdn pham tren cdng thdng tin chinh thic cia PVI. Dilu ndy giip cho khdeh hdng cd thi nghiSn ciu, so sdnh cdc quyln Igi bdo hilm cQng nhu mic gia c ^ tranh giua cac doanh nghiep cung cdp sdn phim dS dua ra quyet djnh cudi cing se lua chgn nha eung cdp nao.
PVI nhdn rdng boat ddng kinh doanh cua minh thdng qua kSnh phan phdi true tiep vd gidn tilp. Trong dd, tai kenh true tiep, cdng ty da xdy dung dugc mdt he
thong cdc Cdng ty thanh viSn (31) vd Vdn phdng d?i dien (95) rOng khdp cdc tmh trong cd nude dl tilp cJn vdi khdeh hdng.
Tai kSnh gidn tilp, ca ting cdng ty vd cdc cdng ty thdnh vien diu xdy difng vd khai thdc he thong mdi gidi bao hilm. Ngodi ra, vdi su bing n l cua cdng nghf sd, cdng ty dang ddy manh kSnh bdn hang true tuyin nham gidm ddng kS chi phi ban hang, tiep thi, thdi gian giao dich, chi phi ddo t ^ ding thdi tdng dg p h i rgng thi trudng san pham cia PVI.
PVI dd s i dung rdt nhilu each thic dl quang edo sdn phdm cing nhu dinh hinh thuang hifu san phdm vao trong tilm thic cia dji bd phdn qudn ching. Cdng ty dd s i dung website chinh thic dl qudng cao sdn phdm vd liSn kit vdi nhiing trang mjing khdc dS Idm cac baimer quang edo sdn phdm. BSn canh dd, PVI cdn la nhd tdi trg cia rdt nhilu gidi ddu, sir ki$n,... nhu ho?t ddng "Ddng hdnh cing ngu dan ra khoi - bam biln", "Ding hanh cing Otofun",...
Tai nhiing boat ddng nhu vay, PVI cdng tham nhdp sau hon vao thi trudng bdn IS, khang dinh vi tri cua minh trSn thi trudng bdo hilm Vift Nam.
Trong ndm 2015, PVI dd tiln hdnh tdi eau talc theo ehilu sdu dua trSn cac chudn muc qudc tl. Lanh dao PVI xac dinh dugc tdm quan U-gng cia vdn dl "con ngudi" hien nay ddng vai ud kiln tao va dilu hanh chiln luge phat friln todn bd he thing PVI. Tai thdi dilm 31/12/2015, tdng sd lao dgng toan PVI la 2.194 ngudi frong dd cd 1.881 lao dgng cd trinh do dai hgc trd ISn. Chinh sdeh tien luong, thudng duge gdn liln vdi nfi
Nghien ciu An Df va Chau A. So 6 - 2016 dung qudn ly nhdn s^ khdc nhtr ddo t^o, bdi
duSng, tuyin dyng nhdm thu hit, khuyin khich phdt triln ngudn nhdn lyc va hifu qua kinh doanh, mic dd hoan thdnh cdng vifc dii vdi tiing cd nhdn. Ho^ ddng chi trd tiln lucmg, thudng ddi vdi ngudi lao ddng dugc thvtc hifn theo Quy chl tti lutmg, trd thudng cia PVI dvta trSn nguySn tde cdn c i vdo gia tri cong hien, chic danh cdng vifc va hifu qud kinh doanh.
La mot doanh nghiep tiiSm yIt t^i Sd giao dich ching khodn Hd Nfi (HNX) vdi gdn 6.000 cd ddng, PVI ludn chi trgng hoat ddng quan hf cd ddng va nha ddu tu dS cing cd mli quan hf viing chac, tao dung nilm tin lau ddi giiia PVI va nha dau tu, gdp phin khdng nhd vao svr phdt triln Idn manh cia PVI trong thdi gian qua. PVI ludn hudng tdi vifc bdo vS vd thvrc hifn ddy di quyln vd igi ieh hgp phdp cia cl ddng, ddm bdo cdng bl thdng tin minh bach.
Quan hf vdi khach hdng: PVI ludn hudng tdi Igi ich cia khdeh hang ldm gid tri cdt Idi, ddm bdo quyen Igi cia khach hdng cung nhu svr hdi ldng cia khdeh hdng Id chia khda dl phdt triln PVI.
Vdi ting sl 126 ca sd cia PVI tinh trSn 63 tmh thdnh thi PVI muln ddm bdo rdng thuong hifu bdo hilm PVI sS dugc bao triim khdp cd nude vd chu truong khi cae VP giao dich tai cdc tinh nSu da phdt triSn manh thi se ndng cdp thanh cdng ty thanh viSn dS cd thS chudn hda quy md eua PVI.
Chiln luge cia PVI la ddp ing tdt cd cae nhu cdu cua khach hang t i cd nhdn dSn doanh nghifp. Vdi vifc da dang hda sdn
phim bao phi thj trudng. Vdi vifc td chic nhilu chuong trinh khuyin mai cflng thu hit thSm khach hang s i dimg thSm djch vvi bdo hilm cia PVI. Vi dvi nhu Chtrcmg trinh khuyen mai "Niem tin song hatih, qua tdng tri an". Nhiing phan qua ddc biet sS danh tdng cho nhiing khdeh hdng mua bdo hilm vdt chit xe d td dudi 24 chd vdi phi bdo hilm (ehua bao gdm VAT) t i 5 trifu dlng/xe trd ISn vd nhiing khdeh hdng mua Bao hiem thiet hai Nha tu nhdn, Bdo hiSm mgi rii ro Can hd chimg cu vdi phi bdo hiSm (chua bao gdm VAT) t i 1 trifu ddng/nha trd ISn. Chuong trinh dp dvmg trSn tat cd cde kSnh ban hdng cia Bao hilm PVI; dai Iy bao hiSm, bdo hiSm trirc tiSp, gian tiSp.
Tdm nhin cia PVI: Xdy dvmg vd phat triSn PVI trd thdnh mdt dinh chl Tai chinh - Bdo hiem vung manh, chuySn nghifp tren thi trudng Vift Nam, cd thuang hifu qudc tl uy tin, chat lugng djch vvt hdng diu vd duy tri sit phdt triln bin ving.
- Trd thanh Nha Bao hiSm cd he thdng ban IS chuySn nghifp vdi chat lugng dich vu vugt trgi mang lai Igi ich vd svr an tdm cao nhdt cho Khach hdng.
- Khdng djnh vi thS nhd bdo hiSm edng nghifp sd I thi trudng, dan dau trong cdc litih vitc Bdo hilm Ndng Iugng, Bao hilm Hang khdng, Bdo hiSm Thiet hai - Tdi sdn, Bdo hilm Tau thuyin, Bao hilm Ky thudt;
la ddi tac Idn, tin edy cua cac Tap dodn trong va ngodi nude;
- Xdy dimg mdi trudng lam viec tit nhat dS phat huy tdi da ngudn nhdn Ivrc
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Luu Bdo Trung. Vgn dung marketing hdn hpp cda...
viing m?inh, tao dvmg svr thdnh d?t cho ting cd nhdn va ddng gdp eho svr phdt triSn chung cia Ngdnh cung nhu cia QuIc gia.
2. Ting cdng ty cl phdn Bao hiem Ngan hdng Dau tir va Phat triln Viet Nam
Tdng cdng ty cd phdn Bao hiSm Ngan hdng Dau tu va Phdt triln Vift Nam dugc Mnh thanh khi BIDV mua lai phdn vdn gdp cua Tap dodn Bdo hilm qudc tl QBE (Australia) ffong LiSn doanh Bdo hilm Viet - Uc (la doanh nghiep cd vln ddu tu nude ngodi, dugc thanh lap va hoat ddng tai Viet Nam hi ndm 1999) vd chinh thic di vao boat ddng vdi tSn ggi radi (BIC) kl tu ngay 01/01/2006.
Bang 3: Tinh hinh kinh doanh cua BIC
Hifn nay, thi phan' bdo hilm phi nhdn thg cia BIC dang ding trong Top 10 cdng ty bao hilm phi nhdn thg trSn thj tnrdng bdo hilm Vift Nam va Id mpt iong nhing cdng ty cd tic dg tang trudng nhanh nhat. BIC Id don vj bdo hilm ddu tiSn cia Viet Nam cd mang ludi boat ddng phi kin tai thj trudng Vift Nam, Lao, Cambodia. Cung vdi chiln luge md rgng thj trudng nude ngodi, thdng 6/2015, BIC da ehinh thic khai truong vdn phdng dai difn tai Myanmar va hien dang tim kilm ca hgi dl thanh lap cdng ty bdo hiem tji thj tnrdng nay.
giai dojn 2014 - 2016
Dan vi: Ty ddng N^i dung
Tong tai san Von chu sd hihi Tong doanh thu phi bao hiem Phi bdo hiem goc Phi nhgn tdi bao hiem Tong Igi nhuan trudc thue
2014 3.066,760
905,402 1.307,756 1.219,543 88,213 138,019
2015 4.344,395 2,031,597 1.686,944 1.550,943 136,001 156,923
2016 4.474,538 2.083,066 1.794,406 1.668,508 125,898 165,645 Ngudn: Bao cao thudng nien cua BIC 20
Cong ty Bao hiem cung cap cac djch vii Bao hiem phi nhan thg - Tai bao hilm - Ddu tu tai chinh. Hien nay, BIC dang triln khai hon 100 san pham bao hilm phi nhan thg trong cac linh viic bao hilm con ngudi - bao hiem tai san - bdo hilm trach nhiem.
Dilu luu y la, cung nhu PVI, nhOng thanh cong cua BIDV cung gdn vdi viec
16.
van dung marketing mix trong boat dgng kinh doanh cua hg.
Day la doanh nghiep trong Top 10 doanh nghiep hang dau trong ITnh virc phi nhan thg tai Viet Nam. Hien nay, san pham bao hiem phi nhan thg cua cdng ty rat da dang va phong phi, cung cap cho thj trudng hon 100 san pham bao hiSm trai rgng trSn 3 ITnh vuc bdo hiem chinh la Bao
Nghien ciu An Dd vd Chdu A. Sl 6 - 2016 hilm con ngudi - bdo hilm tai sdn - bdo hilm cia BIC cao hon so vdi bilu phi bdo hilm trdeh nhifm. Vdi svr tap trung vdo 3 hilm cua cac doanh nghifp top diu nhu PVI Knh vye ndy, Cdng ty dd gdp phin tao cho dong thdi it chuong trinh lya chgn hon so vdi khdeh hdng cd nhilu sy lua chgn phu hgp cdc ddi thu. Vi dy nhu san phdm bdo hilm vdi nhd clu cia cd nhdn, to chic vd gdp sic khoe cia BIC, so sdnh mic gid vd thod phin t ^ thi tnrdng rifng cia BIC hifn nay. mdn sy Ivia chpn da d^ng cia khdeh hdng vdi Vln dl c?nh tranh gid cung la mOt bdi sdn phim bdo hilm c i i ^ lo^ ciaPVI third toan cin nghiSn ciu cia BIC. Bilu phi bdo * « muc gid cua BIC yeu ftS hon.
Bang 4: Bieu phi bao hiem Quyen Igi cor ban
Phi bdo hiem (theo quyen
1^ cor bdn) Dftuli T i 1 din 6 T i 7 den 18 T i 19 din 45 T i 46 din 55 Ti 56 din 65
Chucmg trinh A 8.017.500 5.345.000 5.125.000 5.415.000 8.047.500
Chuong trinh B 4.900.500 3.267.000 3.906.000 3.337.000 4.287.500
Chuong tnnh C 2.838.000 1.992.000 1.795.000 1.940.000 2.490.000
Chirong trinh D 2.281.500 1.521.000 1.456.000 1.558.000 1.995.000 Ngudn: Bao edo thudng nien ciia BIC 2016.
Bang 5: Bieu phi b&o hiem siic khde PVI Phi bdo hiem Quyen lpi chinh (bat bupc tham gia)
PHf BAO HIEM QUYEN LQI CHINH Df tuli
1-18 19-40 41-50 51-60
Chuong trinh 1 3.380.200 3.549.000 3.727.000 3.913.000
Chucmg trinh 2 2.427.000 2.549.000 2.676.000 2.810.000
Chucmg trinh 3 1.727.000 1.812.000 1.903.000 1.998.000
Chuong trinh 4 1.296.000 1.335.000 1.375.000 1.416.000
Chucmg trinh 5 960.000 989.000 1.023.000 1.054.000 Ngudn: Bdo cao thuong niSn cia BIC 2016.
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Luu Bdo Trung. Vgnd>/ng marketing hdn hgp cua...
Toe 0$ ting tnt^g doanh thn cUc kf nh bin le aim 2016
DsilJ
Nguon: Bdo edo thudng niSn BIC 2016.
Theo thing kS t i Bdo cao thudng niSn BIC 2016 thi kSnh bdn bdo hilm qua difn thoai cia BIC tilp tuc ching td tilm ndng vdi mic tdng trudng doanh thu dn tugng 27,5% so vdi ndm 2015, cao nhdt trong 4 kSnh phdn phii cia BIC. BIC ciing da t|in dvmg m ^ g ludi kSnh phdn phii da dang cia minh dl qudng ba sdn phim cung nhu thuong hifu BIC din vdi khach hdng. Vdi tinh ndng vd giao difn cia website www.baohiemtructuyen.com.vn liSn tyc dugc edi tiln, tii uu hda theo thdi quen eua khdeh hdng. BSn cjnh dd, BIC cung da dua ra nhiSu chuong frinh khuyin mai hdp din cho khach hdng mua bdo hilm true tuyin, ling dvmg edc cdng cu phi biln trSn internet nhu Google, Facebook,... dl giup khach hang tilp cdn dl dang hon vdi cdc san phdm cua BIC. Ding thdi, BIC cdn thS hien trach nhifm cia doanh nghiep dii vdi cdng ddng, xa hgi thdng qua cac chuong trinh xda ddi giam ngheo nhu trao tang hang ttdm sudt
qua din hd ngheo, dan tfc thilu sl tai Thdi NguySn, Khanh Hda, Binh Djnh; chuong trinh dam bdo cudc sdng khoe manh vd nang eao phic Igi cho tre em cd hodn cdnh djc bift;... Dilu ndy, sS tao dugc in tugng rdt tit trong vifc ddnh gid va quylt djnh s i dung sdn phdm BIC cia khach hdng.
Xdc djnh vdn con ngudi la ylu td trgng ; tdm va cit Idi cia mft td chic, BIC ludn coi' trpng ehinh sich nhdm phat triln nguIn nhdn lire cia cdng ty. Trong qua trinh 11 ndm xay dvmg vd phdt triln, hifn nay, BIC dd cd 889 cdn bd nhan viSn (2016) chuySn nghifp, ySu nghi, ySu cdng ty. Ban ldnh d$o BIC rat quan tam tao dilu kifn Idm vifc chuySn nghifp vdi trang thilt bj hifn dai, ddm bdo dilu kien vf sinh nod lam vifc, chl do an toan cho ngudi lao dfng, ehinh sdeh dai ngd, ehinh sach chdm sdc sic khoe, chl do bdo hilm xa hfi, phic Igi cho can bf nhan viSn dugc duy i i ddy di, tao sy an tdm cho can bp nhan viSn. BSn canh dd, BIC cdn
Nghidn ciiu An Bd va Chdu A. Sd 6 - 2016 td chiic cac ehuang trinh ^to t^o Ididc nhau
phii hop vdi ttaig ddi tupng cu thi: dai ly, chuyen vien, cac c ^ qudn Iy vdi ca che dao t ^ da d^ng bao gdm ca dao tao tn^c dip va dao t£io tu xa, ^lo tao n^i b0 va ben ngoai, (So tao trong nude vd nude ngodi d£ ddm bdo can bd nhdn vi&i s6 nh§n dugc su hd trp lien tuc dS phdt tridn s\r nghiep.
Vdi m0t doanh nghiep kinh doanh trong dich vy b ^ hiem thi vi$c khong ngung hoan thien, nang cao nghiep vu bao hiim Id mpt trong nhfing hoat dpng quan trpng. Nhan thiic dupe dilu do, BIC ludn tap trung hda vd tieu chudn hda hoat ddng nghiep vu bao hiem thdng qua viec s\i dung phdn mem bdo hiem dat tieu chudn nhdm tdng cudng qudn ly rui ro va ndng eao lai nhuan eho edng ty. BSn canh do, BIC cdn ehii dpng dao tao ddi ngCi nhan vien nghiep vu bdo hi£m cd ndng Iuc vd kinh nghiem vdi sir chuyen mdn hda trong timg nghiep vu bdo hiem. Dpi ngii nay ddng vai trd quan trpng trong vi^c hd trp ve mat nghiep vu cho cde don vi thdnh vien BIC. Ddng thdi, BIC rat quan tdm dSn quy trinh giai quySt bdi thudng vd dich vu khach hang.
Vdi phuang chdm xtr ly nhanh, ddy du va chinh xdc, BIC thuc hiSn tap trung hoa quan ly bdi thudng nham giam thieu thdi gian xii ly boi thdi, giam ty le true Ipi bdo hiem tir ea khach hang va nhan vien Ichdng trung thue ddng thdi nang cao chdt lupng dich vu khach hdng.
Tdm nhm cua BIC din 2020 Id trd thanh 1 trong 5 doanh nghifp bdo hiem phi nhan thp din dau dii trudng theo cd 3 tieu chi: von, thi phdn, lpi nhugn. Xdy dung BIC trd thanh thucmg hieu bao hilm uy tin vd hifu qua, la ho^t ddng tru cot chinh trong hf thdng BIDV.
Cd the ndi, cho den nay chua cd tdng ket nao ve cdch ihuc van dyng marketing hdn hop trong kinh doanh ciia hai edng ty bao hiem Idn nay tai Viet Nam. Song thuc t l cho thdy, viec PVI va BIC dp dung ed hieu qua cdc quyet dinh ciia marketing - mix da giiip hp thanh edng trong mdi trudng kinh doanh ngay cang khoe lift. Tuy nhien dieu cdn nhan manh d ddy Id tinh sdng tao vd ddi mdi trong van dung ede cdng eu ndy vdn ehua dupc chii trpng. Bdi ai eiing biet, day Id yeu edu sdng con cua doanh nghiep, dae biet la cdc doanh nghiep kinh doanh bdo hiem.
Tai lifu tham khao
1. Ngo Xuan Binh (2014), Qudn tri Marketing, Nxb. Khoa hgc Xa hoi.
2. Bao cao thudng nien PVI 2014, 2015.
3. Bao cao thudng nien BIC 2013, 2014, 4. Bao cao thudng nien AIG 2015.
5. Bao cao thudng nien BVTM 2015.
