VAN DE HIEU QUA MARKETING
TAI CAC NGAN HANG THl/ONG MAI CO PHAN HIEN NAY
OANG PHUONG LIKH
VIk Vlft Nam tham gia ky kit nhieu hiep iSnh thamg mgi tif do cung nhif hpi nhgp sdu g rao nen klah titbigidi Hang khien thj tniifng tai diinh ngdn hang trd nen sol dpng va Mp dan trong mat nM dSu tamHc ngoai. Tuy nhien, van di dgt ra hien nay Id nang life cgnh tranh cia cdc ngan hdng thimg mgi a phan rit thdp, doi hdi can nhanh chdng ndng cao ndng life cgnh tranh cho he t/i% ngdn hdng Viet Nam. Trong do, mpt trong nhihig gidiphdp qaan trgng dd la viec ndng tao htiu gad hogt dgng marketing tgi ngdn hang trong boi cdnh mdi.
Tlf khia: Marketing ngdn hdng, ngdn hdng thifcfng mgi cophdn
SOME ISSUES ABOUT MARKETING EFFICIENCY
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AT THEJOINT STOCK COMMERCIAL BANKS TODAY Dang Phuong Linh
The fact that Vietnam has participated in signing many free trade agreements as well as deep integration into the world economy IS making the financial and banking market become vibrant and attractive in the eyes of foreign investors. However, the current competitiveness of joint stock commercial banks is still low, which requires a quick improvement of the competitiveness of the Vietnamese banking system. One of the important solutions is to improve the efficiency of marketing activities in the bank in a new context.
Keywords: Bank marketing, joint stock commercial banks
N0y nhdn bdi: 20/4/2020 Ngdy boan thien bien tdp: 5/5/2020 Ngdy duyet dang: 12/5/2020
Vai tr6 ciia marketing ngan hang
Tir thap nien 60 eua the ky trube, marketing ngan hang da duge quan tam va ttb nen kha p h b bien ttong hogt dpng ngan hang ban le b My. Nhiing nam 1970, marketing da dugc phat trieh vao lmh vue kinh doanh ngan hang tgi Anh va cac quoc gia Tay Au. De'n thap nien 1980 va giai doan sau db, marketing d u p e iing d u n g rpng rai b cac nuoc cb hen kinh te thi trubng phat trien li&i the gibi.
Vbi xu the toan cau hba va hbi nhgp kinh te quoc te (dae bigt vbi su xuat hien a i a eac dinh che' tai chinh, nha t ^ u t u nube ngoai), cae ngan hang thuong mgi (NHTM) tai Vigt Nam bat dau quan tam den marketing va trien khai tien thue te, n h a m nang eao hieu qua boat dgng kinh doanh.
Hien nay, tren the gibi hay tgi Vigt Nam eb rat nhieu eac quan diem khac nhau ve marketing ngan hang (Bang 1). Theo do, marketing ngan hang la vigc tb chiic phoi h p p eae bp phan ngan bang de xac dinh va dap iing cae mong m u b n ve dich vu tai chinh oia khach hang nhanh ehbng va hieu qua nhat dua tien mue tieu su hai Ibng oia khach hang. Thuc te cho thay, hoat dbng marketing ngan hang dem lai rat nhieu lgi ich dio eac NHTM. Trong db, vai tib ciia marketing ngan hang the hign qua eae ngi dung sau:
Gop phan thiic day thuong hieu, nang cm kha nang nhan biel, qudng ba hinh dnh. ndng cao uy tin vd tdng vi the canh tranh cho ngdn hdng.
Day la mbt tiong nhiing vai tib quan tigng nhat ciia marketing ngan hang. Dae trung o i a boat dpng kinh doanh ngan hang la cae san pham dieh vu eung iing tuong dbi gibng nhau giiia eac NHTM, do do vigc tgo ra mgt su khac biet n h a m gia tang vi the cgnh ttanh la rat quan tigng. Viec tao Igp vi the cgnli ttanh eiia san pham dich vu ngan hang p h u thuoc kha Ibn vao kha nang, trinh do marketing ciia mbi ngan hang.
Giiip ngdn hdng nhan biet dime cdc yiu to ciia thi trucmg.
nhu cdu cua khdch hdng ve sdn pham dich vu ngan hdng vd sir bien dong cua chung.
Hoat d g n g marketing se Iam c'au noi cung cap thbng tin, d i n dat h u b n g di chuyen eita tien von, khai thac kha nang huy dbng von, phan diia vbn tiieo nhu
BANG 1: CAC QUAN DIEM V^ MARKETING N G A N H A N G Quan diem
Marketing n g i n hang la m g t chilc nang cCia cOa hoat d g n g q u i n t r i nhSm diing hu'dng cac s3n p h ^ m djch vy mi ngSn hang phuc v u \ nhung nhom khdch hang da chpn cua ngSn hkng . 1';
Marketmg ngan hang la phUOng phap quan trj t6ng hgp dUa tren cd sdnhan thilc ve moi tru'dng kinh doanh, nhOng hanh d p n g cua ngan ks'TP HoChiHinh(20081 ^^'^9 nham dap iing t o t nhat nhu cau ciia khach hang p h u hgp vdi
tieu cLia ngan hang
Marketing ngSn h&ng la toSn bg qua trinh t6 chiJc va quSn I)? cOa m o t ngan hSng, tir v i f c phdt hi^n ra n h u cau cCia nhom khach hang da chgn va thba man n h u cau cCia h g bang h# t h o n g cac chtnh sdch bien phap nhSm dat muc tifiii ldi nhuan nhif d i f k i ^ n _
Nguon: TdcgiS tong liap Tacgi^
Giao trinh marketing ngan hdng, NXB Thong ke (2004) Giao trinh Marketing ngan hang, NXB Thong
Giao trinh Marketing ngan hang cua Hoc vien Ngan hang (2004)
cau thi trubng mbt cadi h g p Iy. N h b cb marketmg m a b a n lanh dao ngan hang co the phoi ket h g p va dinh h u b n g ca boat dgng ciia ngan hang vao viec thoa m a n n h u eau cita khach hang tiem nang b miic cb Ipi cao nhat cho ngan hang.
La cong cu giiip cho cdc NHTM tdng nang lyc cgnh tranh tien thumig trucmg.
Hogt dgng kinh doanh a i a eae NHTM la kinh doanh tien linh vgc tien te, tin dung, ngan hang, doi dign vbi moi trubng boat dgng bao triun. Moi trubng kinh doanh khbng ngimg bien dgng va cube chien danh giat thi truang ngay cang khoe het, doi hbi eae NHTM phai lua chpn cau tnic va dieu chinh each thiic boat dbng phii hop. Marketmg la cbng cu giup nguon luc ciia NHTM se duge phan phoi va sii' dung higu qua theo dung tin hieu thi tru'bng thbng qua cac bb phan va toan the nhan vien ngan hang tiong vigc dap ling ngay cang tbt hon n h u cau a i a khaeh hang.
Tham gia vdo viec gidi cjuyet nhu:ng van de co bdn trong hoat dpng idnh doanh ngdn hdng.
Vai tto nay dugc thuc hign thong qua cac hoat d g n g n h u : Xae dinh logi san p b a m dich vu m a ngan hang c'an eung iing ra thi trubng; Tb chirc qua trinh cung ling san p h a m dich vu va hoan thign moi quan be trao dbi giiia k h a d i hang va ngan hang trgn thi trucmg...
Sau khi thu thap thbng tin, nghien ciiu hanh vi tieu dimg, Iua chon dieh vu ehien luge, bp p h a n marketing tb chiic h b tia cung iing quang ba san pham, d o n g thai d a n h gia va tbu thap thbng tin phan hbi nham cai tien eac hoat dpng, thu tuc nghiep vu, giai quyet moi q u a n he lgi ich giiia khach bang va ngan h a n g n h a m tao su t h u a n tien va higu qua toi u'u nha't, de n h a n d u g c su hai Ibng cao nhat a i a khaeh hang.
IVIot so ton tai, han che
Hign nay, eae NHTM cb ph'an eo ban d'eu danh nguon lue quan tipng cho viec trieh khai boat dbng marketing.
Tuy nhien, thue te ttien ktiai cho thay cbn mgt so ton tai, ban che sau:
Hoat dgng marketing van manh mun, mang tinh th&i vu ma chm co chien lugc.
Thuc te eho thay, doi vbi cac NHTM Ibn, vbi tiem luc ca ve tai cbinh lan n h a n lue manh, hogt dpng marketing thubng dupc to chiic rat bai ban, cb tinh h e thong, xujen suot va ehuyen nghigp.
Tham ehi, viec hoach dmh diigh lupc marketing dugc cac ngan hang nay thue cac chujen gia n u b e ngoai co nhieu kinh nghiem va nang luc trieh khai. Chang hgn, mgt tigng n h u n g nbi d u n g ciia hogt dpng marketing la quang eao tren truyen hinh, cac N H T M Ibn thue hien cbujgn nghigp hon, cb d u n g lupng dai h o n va thuang dugc phat trgc tiep vao gib vang. l ^ u bet ngi d u n g quang eao, db hig'u, khbng r u b m ra n h u n g lai gay ah tugng rat lan doi vbi khach hang. Trong khi db, doi vbi cac ngan hang nhb va t'am trung, hoat dbng marketing vSn con manh mun, mang tinh thbi v u m a ehua cb chien lugc dai hai. Hoat dong marketing cbi tap t n m g b cac thanh p h b Ion, tiong khi b mgt so thi trubng ebn yeu va chua thubng xuyen nhat la b eac tuyen huygn, vimg sau, vimgxa.
Viec kiem tra chat lumig, hieu qud cua cdc hoat ddng marketing chua dirge chii trong.
Tgi nhi'gu NHTM, dac biet la eac N H T M cb quy mb Ibn hoac cb ye'u to nube ngoai (eb doi tac nube ngoai mua CO p h a n hogc gop vbn), vigc d a n h gia, do dem higu qua, chat lugng sau mbi Ian trign khai eac chuong trinh marketing, tac dbng de'n khaeh hang n h u the nao dupc quan tam hgn. Trong khi db, tai eac NHTM nho, vigc kiem tia ehat luong, higu qua a i a eac boat dpng marketing dii da dugc quan tam n h u n g chua dupe chii tigng mbt each thue chat, mang tinh hinh thiie. Viee dua ra cac tieu chi de dinh luong higu qua cita hogt dgng marketing ciia eac ngan hang van con kha liing tiing.
Chat lugng nguon nhan luc marketing chu'a ddp ihig dugc yeu cdu thuc te.
Hign nay, nhieu N H T M d a n g phai doi dien vbi thgc trang chat l u p n g va so lupng nguon nhan Iuc van chua d a p ring d u p e yeu cau cbng viec thuc te' (tuy da d u p c eai thien nhieu so vbi trube day). Ngoai ra, dii ttong nhiing n a m gan day, nhieu N H T M da q u a n tam hon dgn viee phat trien dpi ngu nguon nhan luc lien quan dg'n marketing, song d o che'dO luong t h u b n g kha
Mv so vol cac JMriiivi *
r.:.miMim. ThvcHlm-Thdng5/2020
thap SO vbi cac NHTM khac nen, vigc giir chan d u p e nhiing can bg eb nang Iuc, d u g e dao tao bai b a n tu'ong doi khb khan...
iing dung cong nghe trong hoat dgng marketing con hgn che.
Trong nhirng nam qua, trube su phat trien m a n h me eiia cbng nghg so, cbng nghg tai chinh va cugc Cach mgng cong nghigp 4.0, nhieu N H T M da tich cue d'au tu phat tiien cbng nghe khbng chi ttong cae san pham, ttong quan ly, dieu h a n h ma ea eon trong boat dpng marketing. Tuy nhien, do tiem luc tai chinh chua manh, cimg vbi vigc chua thu hitt d u g c dpi ngii n h a n lue cong nghg cao nen viec iing d g n g cbng nghe tiong hoat dgng marketmg ehua nhi'eu va chua d a p iing dupc dbi hoi thuc tign.
Marketing ngan hdng li viSc t6 chijrc phoi hap cac bo phan ngin hang de xac dinh vk dap Cifng cac mong muon ve djch vu tai chinh cDa Ithach hdng nhanh chong va hi&u qud nh^t di^a tren muc tieu suf hai [6ng cDa Ichach hdng. ThUc te cho thS^y, hoat dong marketing ngan hang dem lai rat nhieu loi ich cho cdc ngdn hdng thaorng mai.
Nang cao hieu qud hoat dong marketing ngan hang
Dua tren co sb ly thuye't va khao sat ihue tien tai Viet Nam, nham nang cao bigu qua hogt d g n g marketing ngan hang, tiong thbi gian tbi, can chii ttpng mot so giai phap sau:
Mpt id, xay d u n g ke hoaeh marketing n g a n h a n g mang tinh ehien lugc. Vigc lap ra ke' hogch marketing khong chi gitip cac ngan hang ehii d g n g vbi nhiing thay doi eiia thi trubng ma con la eo sb de danh gia higu qua hoat dpng marketing sau nay. Trong do, viec xay dung chien lugc marketing tong h g p hign dai eiia cac NHTM can tap t n m g 7 boat d g n g eo ban bao gom:
Chinh saeh san pham, Chinh sach gia ea, Chinli sach phan phoi, Chinh sach xiic tien hbn hgp, Chinh saeh nhan sg, Chinh saeh ve eac bieu hign vat chat va Chinh sach ve quy trinh.
Hai la, xae dinh ro doi tupng khaeh hang va nhu c'au ciia hp tir do dua ra nhiing san pha'm eg thg^ phii hgp vbi nhu cau ciia khach hang. Vige xae dinh dimg doi tugng khach hang mong muon h u b n g tbi, giiip cae NHTM djnh gia mpt each chlnh xac cac san pham phii hgp vbi cac phan khiie thi trubng ma khaeh hang cb nhu c'au, bing nhu kgnh phan phoi san pbam va eac binh thiic quang eao tiep thi sao eho dat dugc higu qua cao nhat.
Trong hoat dgng marketing eiia ngan hang, viee tim hieu
n h u cau va n h u n g mong m u o n a i a khach hang la het siic quan tiong n h i m vira dap img nhu cau, vira nang eao hieu qua kinh doanh va siic canh tianh tien timg phan khue thi trubng.
Ba la, d'au t u nguon luc ca ve tai chinh lan con ngubi cho boat dpng marketing ngan hang. Thbi gian qua, dii cae N H T M da quan tam va d a n h nguon luc cho hoat dong marketing ngan hang song, so vbi n h u cau thuc te thi quy m o dau t u nay chua tuong xiing. Marketing la ea mbt qua trinh va ket qua ciia viee d'au t u eho marketing m a n g lai la rat Ibn. Han die oia NHTM Viet N a m so vbi the gibi tiong boat dbng marketing la su d a u t u ve tai chinh va con ngubi, tir do mang lai nhiing ket qua chua n h u ky vpng. Vige hgn die ve ngubn luc tai chinh khbng dii khien cho viec trieii kbai chien luoc marketing gap nhieu kho khan, thieu chuyen nghiep m a ciing ebn ca thach thuc tiong vigc thu hut nguon n h a n lue marketing trinh do eao.
Bon la, day m a n h viee iing d u n g eong nghg tiong hogt dgng marketing ngan hang. Hien nay, tien the gibi va Viet Nam dang h u o n g den cupc Cach mang cong nghiep 4.0 voi vige iing dung cac thanb tuu co tac dbng rat Ion den hoat dbng kinh doanh nbi chung va hoat dgng marketmg cita ngan hang nbi rieng. Vbi linh vue ngan hang, viec iing dung cac thanh tuu oia Cach mang cong nghigp 4.0 4.0 nhu: Dir Ugu Ibn (BigData), Tri tue nhan tgo (AI), Van vat ket noi (ITs), Cbng nghe tai diinh (Fintech).. dang ttb thanh xu hubng tat yeu.
Nam Id, thubng xujen kiem tia chat lugng. higu qua ciia eac hoat dbng marketing, tir do co ke hoach dieu chinh phil hop. Cac NHTM can dua ra cac phuong phap de danh gia, do lubng hieu qua ciia hoat dbng marketing.
Dieu nay khong dii giiip eac ngan hang manh dan dua ra nhiing ehien dich marketing hieu qua trong tuong lai ma ebn giup ngan hang loai bo nhung hogt dbng marketing khbng phil hgp, khong mang lai hieu qua hogc g a y ^
lang phi nguon lue cho ngan hang. '"'' Tai lieu tham khao;
I Le Van TU (2005), Cdc nghiep vu ngdn hdng thuang mai, NXB Tai chinh TP.
HdChilvlinh;
2. Td NgocNmg (2006), Qdo trinh nghiep vu kmh doanh ngdn hdng, NXB Thong ke.
3. Trinb Oudc Trung (2008). Gido trinh Marketing ngdn hdng. NXB Thdng Ke, TP. Ho Chi Minh;
4. Bui Quang Vinh (20W). Ludn vdn tot nghiep "Giai phdp ndng cao hieu gua hoat ddng marketing tai Ngan hdng An Binh'; Tnfdng Bgi hocNgooi thmg
Thbng tin tac gia:
ThS. Bang Phifcfng Unh - Tnfcfng Bgi hoc ThUdng mai Email: [email protected]
