DIEN BAN />//
T A N G C U C J N G MARKETING DICH VU C O N G D A P
tfNG YEU CAU TU CHU VA QUAN TRI DAI HOC TIEN
TIEN CUA TRUCfNG DAI HOC N O I VU H A NOI
Le Thanh Huyen *
Tdm tdt: HUdng tdi tU chu vd qudn tri dai hoc tien tien, yeu cdu dat ra doi vdi TrUdng Dai hoe Ndi vu Hd Ndi Id phdi ndng cao chat lUdng, xdy dUng vd phdt trien thUdng hiiu. Di thUc hien dUdc diiu ndy thi cdng tdc truyen thdng dai hoc phdi dUdc dat trong chien lUdc phdt trien chung cua TrUdng. Marketing dich vu cdng Id mdt phdn cua cong tdc truyin thdng cdc hoat dong cda TrUdng Dai hoc Ndi vu Hd Ndi. Tdng cUdng hieu qud marketing dich vu cdng se tao dUng dUdc hinh anh, uy tin cua Nhd trUdng trong cdng tdc ddo tao, bdi dUdng (DTBD) vd cung dng dich vu cdng cho ngdnh Ndi vu vd xd hdi.
Tii khda: marketing dich vu cdng; qudn tri dai hoc tien tien; tU chii dai hoc
Abstract: Towards advanced university management and autonomy, the requirement for Hanoi University of Home Affairs is to improve the quality, build and develop the brand. To accomplish this, university communication should be placed in the overall development strategy of the University. Public service marketing is part of the communication activities of Hanoi University of Home Affairs. Improving the effectiveness of public service marketing will create the image and prestige of the school in training, refresher training and provision of public services for the interior and the society.
Key words: public service marketing; advanced university administration; university autonomy Ngdy nhdn bdi: 15/10/2018 Ngdy sda bdi: 21/10/201 Ngdy duyit ddng 15/10/2018
1. Dat van de Viet Nam, khdi niem "dich vu cdng" xuat hiln Sau chiln tranh t h i gidi thfl hai, thuat ngfl ehinh thfle trong Nghi quyet Hdi nghi lan thfl
"dich vu edng" bat dau dflpc sfl dung d cdc 7 BCH Trung fldng (Khda VIII). Trdi qua nfldc chdu Au va dflpc quan niem ludn gan qua trinh phat trien, ngay nay dich vu cdng vdi vai trd eua nha nflde trong viee thflc thi edn dflpc tilp can d mdt khia canh khac do Id ehfle ndng quan ly hanh chinh nhd nfldc. 6 nhflng boat ddng dap flng nhu eau thilt ylu
* TS, Phd Hieu trUdng TrUdng Dai hoc Ndi vu Hd Noi
80 I Tap chi Khoa hpc Npi v u
VX DliNDANi eua edng ddng vd xa hdi cd t h i dflpc eung cap
bdi nhd nfldc hoac tfl nhdn dfldc nhd nflde chi dinh hoac fly quyln thfle hien.
Dich vu edng la mdt bp phan cfla khu vflc cdng, thfle hien cac boat ddng cung cap dich vu mang lai Ipi ich tap t h i hoac Idi ich cd nhan trong xa hdi. Theo tac gid Vu Tri Dung, dich vii cdng la tap hdp edc dich vu dflpc cung cap nhdm dam bdo eho ngfldi sfl dung/cdng dan trong khung canh phat trien cua sfl doan ket xa hdi. Dich vu cdng thfldng dfldc chia lam ba nhom: (i). Cac dich vu cdng quyen tfldng flng vdi chflc nang eua Nha nfldc nhfl: tda dn, an ninh, qudc phdng ... (ii). Cae dich vu van hda - xa hdi nhfl: giao due, y te, trd cap xa hpi ...(iii). Cdc dich vu cd tinh chat kinh t l nhfl:
nang Ifldng, van chuyin, vien thdng ...
De thflc hiln hilu qua edng tae marketing dich vu edng, can ehu y mot so ndi dung trpng tdm sau:
- Nhan biet va lam rd van de can giai quylt.
Day la ndi dung quan trpng d l xae dinh mue tieu marketing dich vu cdng;
- Xac dinh nhflng thdng tin can thilt de thu thap, nghien cflu va dfla ra ndi dung marketing. Cd t h i sfl dung nhilu phfldng phdp thu thap vd phan tieh thdng tin de dat hilu qua eao nhat;
- Xdc dinh dung npi dung can marketing, truyin thdng; phfldng phap, cdng cu truyin thdng va ddi tfldng truyen thdng de dat hilu qua cao nhat.
Xu t h i chung hiln nay cung cap dich vu cho xa hdi la mdt trong ba tru edt phat trien cua trfldng dai hpc. Dd la: Ddo tao, nghiln eflu khoa hpc va cung cap dich vu. Khi tfl
chu, trfldng dai hpc phai ed quan dilm boat ddng linh hoat nhfl doanh nghiep (nhflng khdng phai Id doanh nghiep). Theo Id trinh, den ndm 2020, Trfldng Dai hoc Ndi vu Hd Ndi se la trfldng dai hpc tfl ehu. De qudn tri dai hpc tien tiln va tfl ehu thanh cdng, van d l dat ra cho Trfldng Dai hpc Npi vu Ha Ndi la phdi phdt triln dong deu cd ba tru edt, trong do marketing dich vu edng la linh vflc can dflde dau tfl, quan tam phdt triln d l tao ra cdc ngudn Iflc phue vu hoat ddng tfl ehu eua Nhd trfldng.
2. Thflc trang marketing dich vu cong d Trfldng Dai hpc N6i vu Ha Npi
2.1. Tdm quan trong cua marketing dich vu cdng ddi vdi tii chii vd qudn tri dai hoc ti&n tiin
Marketing dich vu cdng la nhflng hoat dpng quang ba, lam cho khach hang (ngfldi hpc, ddi tdc) chu y den nhflng Ipi ich ma dich vu edng dem lai va tin tfldng vao chat Ifldng dich vu cdng. Tfl dd thu hflt dfldc sd ddng khach hang dat niem tin sfl dung dich vu edng eua Nhd trfldng.
Hoat ddng marketing dich vu cdng phdt trien d ba cap dp khae nhau. Dd la:
Cap dp thfl nhat, tfl duy va trilt ly. d cap dp nay can xdc lap mdt tinh than, y thfle vl marketing hay ndi cdch khdc id tuyen bo triet ly cung cap dich vu edng eua Trfldng Dai hpc Ndi vu Hd Ndi. Vi du: "Khdch hdng la thfldng dl", "Ngfldi hpc la khach hang", "Van hda chat Ifldng", "Phue vu hilu qua";
Cap dp thfl hai, marketing dfldc sfl dung nhfl mdt quy trinh de tham gia vdo chuoi quan tri chat Ifldng vd dich vu cua Nha trfldng. Xay dflng mpt he thdng quy trinh chat che se nang
DIEN DAN j^
cao hieu qua qudn ly, thuan Idi trong vile to ehfle trien khai eung cap dich vu edng. Tfl dd se tao dflng dflpc uy tin va thfldng hilu cho Nha trfldng;
Cap dp thfl ba, cdc ky thuat dflpc sfl dung de tang cfldng hilu qua cua boat ddng marketing nhfl: marketing hdn hdp, marketing phan doan va dinh vi thi trfldng, quang cao, truyen thdng ...
Trong nhflng nam vfla qua, Trfldng Dai hpc Ndi vu Ha Npi la mot trong nhflng trfldng dai hpe phdt triln nhanh, manh ca vl sd Ifldng vd chat Iflpng. Thflc hiln tdt marketing dich vu edng se gdp phan vao Id trinh ddi mdi quan tri dai hpc vd hfldng tdi tfl chu eua Nha trfldng. Dd la:
(i) Marketing dich vu edng giup eho Nha trfldng dat dflde mue tieu cd ve hilu qua vd chat Ifldng. Thdng qua boat ddng marketing se giup Nha trfldng den gan hdn vdi khdch hdng cua minh, hil'u rd nhu cau eua khdch hang, eua xa hpi de tao ra nhflng dich vu ed chat Ifldng nhat. Tfl dd de dang nhdn diln, phdn loai dfldc khach hang de eung flng dich vu edng theo nhu cau cfla tflng khach hang/
nhdm khach hang cung nhfl dinh vi dflpc khach hang tilm nang cua Nha trfldng;
(ii) Marketing dich vu edng giflp cho Trfldng tao ra cac nguon Ifle phuc vu chien Ifldc phat trien eua minh. Hoat ddng marketing hilu qua se giflp Trfldng Dai hpc Ndi vu Ha Npi tim Idem cdc nguon Ifle tfl b i n ngoai ho trp, tdi trp, liln kit de eung cap dich vu cdng mdt each tot nhat. Vi du, tdng cfldng nang Ifle ed sd vat chat; chuyen giao chfldng
trinh DTBD chat Ifldng cad, tai trd d l tdi, de an, hdp tdc phdt triln ...
(iii) Marketing dich vu cdng la mdt ehfle ndng can thilt trong chien Ifldc quan tri dai hpe tien tiln cua Nha trfldng. Vdi yeu eau cap bach phai ddi mdi quan tri dai hpc vd hfldng tdi tfl ehu, Nha trfldng can tang cfldng truyen thdng, xay dflng thfldng hilu d l ddi tdc, xa hdi bilt den nang Iflc, uy tin eung cap dich vu cdng cua minh. Ddng thdi can Ifla chpn cho minh ehinh sach, md hinh truyin thdng, marketing phu hdp vdi mue tilu, sfl menh phdt trien cua Nha trfldng nham dap flng dfldc mong dpi cua xa hpi.
2.2. Cung cap dich vu cdng d TrUdng Dai hoc Noi vu Hd Ndi
Trung tdm Dich vu cdng cua Trfldng Dai hpc Ndi vu Hd Npi dflde thdnh lap theo Quylt dinh sd 802/QD-DHNV ngay 08/5/2018 eua Hieu trfldng Trfldng Dai hpc Ndi vu Ha Npi thflc hiln chflc nang td chflc, qudn ly vd thfle hiln eung cap dich vu ve DTBD, tfl van, khoa hpe edng nghe; eae dich vu cdng khdc phuc vu nganh Ndi vu, nen cdng vu vd ylu cau cua xa hdi theo quy dinh phap ludt, tap trung vdo eae nhilm vu: (i) Cung flng eae dich vu cdng thudc linh vflc sfl nghiep, hanh chinh nha nflde phuc vu eae bd, nganh va dia phfldng;
(ii) Trien khai thfle hien dich vu DTBD eho nganh Ndi vu, cho nen cdng vu vd cho xa hdi;
(iii) Dich vu khoa hpe cdng nghe, hdp tae phat trien.
Hiln tai eong tac truyin thdng, marketing dich vu cdng cua Trfldng Dai hpc Ndi vu Ha Ndi mdi ehi dflng d vile thdng tin, thdng bao
82 I Tap chi Khoa hpc Npi vu
ve^ DliNDANi
cde chfldng trinh DTBD va nhflng boat ddng, dich vu khae thdng qua eae van ban hanh chinh, tin tflc hoat dpng trIn website cua Trfldng. Chinh vi vay boat ddng marketing dich vu cdng cua Nha trfldng mdi dflng d mflc cd ban, chfla xay dflng dfldc chien Ifldc marketing dich vu edng de ed cdng eu, phfldng tiln, phfldng phdp dinh vi thfldng hieu, xac dinh thi trfldng va khach hang tiem nang. Do dd, ddi hdi trong thdi gian tdi Nhd trfldng can tang cfldng hilu qud marketing dich vu cdng vi ddy se la mdt trong ba tru edt phdt triln cua Nhd trfldng ben eanh hai tru edt khae la dao tao va nghien cflu khoa hpc.
3. Mot sd giai phap tang cfldng hieu qua marketing dich vu cong cua Trfldng Dai hpe Ndi vu Ha Npi
Ddi vdi eae trfldng dai hpc trIn t h i gidi, van de marketing, truyen thdng va phat trien thfldng hieu dflpc xem la nhilm vu sdng cdn cho sfl tdn tai vd phat triln eua minh. Hiln nay d Vilt Nam, nhilu trfldng dai hpc da thanh lap bd phan thflc hien ehfle nang truyen thdng de quang ba thfldng hieu cua trfldng nhfl: eae trfldng dai hpc thanh viln thude Dai hpe Qudc gia Ha Ndi; Trfldng D^i hpc Kinh t l quoe dan; Trfldng Dai hpc Xay dflng; Trfldng Dai hpc Ngoai thfldng; Trfldng Dai hpc Kinh te TR Hd Chi Minh; Trfldng Dai hpc Khoa hpc xd hdi va Nhan van TR Ho Chi Minh;
Trfldng Dai hpc Thfldng mai; Trfldng Dai hpe Md - Dia chit; Trfldng Dai hpc Van Lang,...
Vdi chflc nang, nhiem vu eung cap dich vu edng vd can cfl vdo cde ngdnh, ehuyen nganh dao tao la t h i manh hiln nay cua Trfldng Dai
hpc Ndi vu Ha Ndi, dfl bdo trong thdi gian tdi Trung tdm Dich vu cdng cd the eung cap thIm eae dich vu cdng khae trong khd ndng cua minh nhfl:
- Tham gia tfl van, phdn biln chien Ifldc phat trien kinh t l - xa hpi eho cac dia phfldng ed nhu eau;
- Tham gia tfl van cho cdc dia phfldng xay dflng de dn nhfl: phdt trien ngudn nhdn Iflc;
phat trien dpi ngu lanh dao; quan ly di sdn;
quan tri hanh chinh cdng; ehinh sach thu hut nhan tai trong khu vfle edng; ...
- Tfl van phdp ludt hdnh chinh, phap luat lao ddng, phap luat dan sfl ...
- Dao tao, bdi dfldng cap chflng chi boat ddng nghi nghilp nhfl: nghi nhan sfl, nghe thfl ky; hfldng dan vien du lich ...
De phdt triln, tang cfldng hilu qua marketing dich vu cdng eua Trfldng Dai hpc Ndi vu Hd Ndi ddp flng ylu cdu tfl ehu, ddi mdi quan tri dai hpe va nhu cau eua xa hdi, tae gia d l xuat mdt sd giai phap nhfl sau:
Thd nhdt, xdy dflng chiln Ifldc cung flng dich vu cdng cua Nha trfldng. Chien Iflpc nay nham xae dinh hfldng di, each thfle thfle hien de dap flng ylu cdu tfl chu dai hpc trong nhflng nam tdi. Mdt chiln Ifldc tdt phdi dfldc nghiln cflu sdu rdng va phan tieh cu t h i vl diem manh, diem ylu, cd hpi va thach thflc eua Nhd trfldng trong cung cap dich vu cdng cho nganh Ndi vii, cho nen cdng vu va cho xa hdi. Tfl do Ifla chpn chiln Iflpe phu hdp vdi cdc dilu kien, nguon Ifle cua Nha trfldng va cd tinh canh tranh cao de thfle thL
Quy trinh chiln Ifldc nhfl sau:
DIEN DAN Jir
y^
[ci_.i,,^,(.„|
1
I M^cneu ]
{^
, d w . g , 1.,.,.[
1
1 TochucEhiichiin I
1
Ij
•inhgii.,.. 1
K
Thd hai, can xac dinh Idi t h i canh tranh, gia tri cot Idi trong eung cap dich vu cdng cua Trfldng Dai hpe Ndi vu Ha Ndi Id gi? Xae dinh dfldc thi trfldng mue tieu eua Trfldng Id d ddu? Nhflng dich vu cdng ndo se la Idi t h i canh tranh d l thu hut dflpc eae td ehfle, ed nhan din vdi Trfldng? Sfl dung each thfle, phfldng tiln nao d l quang ba, truyen thdng thfldng hieu cua Trfldng?... Muc tieu cudi cung la dinh vi dfldc vi the cua Trfldng Dai hpc Ndi vu Ha Ndi trong bdi canh canh tranh giao due ngdy edng gay gat hiln nay.
Thd ba, tang cfldng truyen thdng npi bp de can bd, giang viln, viln chflc hieu dfldc mue tilu, nhilm vu phat trien dich vu edng cua Trfldng d hien tai va trong tfldng lai. Moi viln ehfle, giang vien phai la mdt nhdn td truyen di nhflng thdng dilp tdt dep vl chat Ifldng va thfldng hilu cua Nhd trfldng. De thfle hien dflde dilu ndy can gan truyin thdng npi bd vdi van hda chat Iflpng, van hda to ehfle vd phdt triln thflpng hieu Trfldng Dai hpc Ndi vu Ha Ndi. Muc tilu cua giai phap nay phai dat dfldc Id:
- Nang cao nhan thflc eua viln ehfle, giang viln ve tam quan trpng cua truyin thdng trong quan tri dai hpc;
- Cung cap cac kien thflc v l qudn tri dai hpc tien tien, truyen thdng dai hpc thong qua eae Idp DTBD ndi bd hoac Ifla chpn cac ddi tae bin ngodi cung cap dich vu DTBD cho Nha trfldng;
- Tao dflde an tflpng tich eflc tfl ngfldi hpe, ddi tdc vd xa hdi v l van hda truyen thdng npi bd cua Nhd trfldng;
Thd tu, can cd bd phan ddm nhilm ve cdng tac truyin thdng. Bd phdn ndy thflc hien cdng tac truyin thdng ehuyin nghiep d l phat trien thflpng hieu cua Nha trfldng, dae bilt la truyin thdng ra b i n ngodi, truyen thdng doi ngoai. Giai phap nay phdi dflde xem Id mot trong nhflng nhilm vu chien Iflpc trong ddi mdi quan tri dai hpc, hfldng tdi tfl ehu eua Trfldng Dai hpc Ndi vu Ha Ndi. Bdi vi xdy dflng thfldng hieu la mdt phfldng phap de tao ra sfl khae bilt bang cdch tao dflng hinh anh tich cflc, tao sfl tin tfldng, uy tin ddi vdi cdc ca nhan, td chflc Ifla chpn cae dich vu eua Nhd trfldng. Bd phan dflde giao quan ly, to ehfle thflc hiln cdng tac truyin thdng can ddi mdi trong viee quan tri website, xay dflng bd nhan dien thfldng hieu, an pham, qua tang cua Trfldng, quan he vdi cdc cd quan bao chi, truyin thdng ... Sfl diing cae edng eu truyen thdng chuyen nghilp d l thfle hiln tdt nhiem vu truyin thdng, xdy dflng thfldng hilu eua Nhd trfldng nhfl: Nguyen tac 6M: thi trfldng (Market), nhilm vu (Mission), thdng dilp (Message), phfldng tien truyen thdng (Media), kinh phi (Money) va phfldng phap danh gid kit qud (Measurement). Phfldng phap 4P: san phdm/dich vu (Product), gia ca
84 I Tap chi Khoa hpc Npi vu
V X DIEN DAN \
(Price), dia diem (Place) va flu dai/khuyen mai (Promotion);
Thd ndm, rd sodt, xay dflng quy trinh qudn ly, cung cap dich vu edng. Nha trfldng can xay dflng bd quy trinh eung flng dich vu cdng theo chuan ISO 9001:2015 de thuan Idi trong qua trinh trien khai, hfldng tdi todn bp boat ddng eua Trfldng deu theo tieu ehuan ISO. Cd he thdng quy trinh ehuan mflc eae boat ddng se ehuyin nghiep hdn, sfl phdi hdp gifla Trung tdm Dich vu edng vd edc ddn vi trong trfldng eung nhfl eae ddi tae se cao hdn, trach nhiem hdn. Dd la edc quy trinh: quy trinh thdng bdo, thdng tin cdc dich vu cdng cua Trfldng; quy trinh tuyIn sinh; quy trinh ky thda thuan hdp tae, hdp dong; quy trinh td ehfle thfle hiln;
quy trinh danh gia chat Ifldng giang viln;
quy trinh nhdn sfl phdn hdi cua ngfldi hpc, ddi tdc; quy trinh ddnh gia hieu qua eung flng dich vu edng;... Cae quy trinh nay deu dfldc edng khai va nghilm tiic thfle hiln;
Thd sdu, ddi mdi chfldng trinh DTBD, cung flng dich vu cdng sat vdi nhu cau cau xa hdi, ddp flng ylu eau eai each hanh chinh, eai cdch cdng vu. Trong qud trinh cung flng dich vu cdng cho eae ea nhdn, ddi tdc Nhd trfldng can ed phfldng phdp, edng eu phu hdp d l thu thap cdc nhu cau, yeu cau v l chfldng trinh DTBD tfl ngfldi hpc. Tfl dd ed nhflng d l xuat vdi Bd Npi vu de sfla ddi, bd sung chfldng trinh DTBD theo quy dinh eua Bd hoac eae nhu eau phat sinh trong thfle tien phu hpp vdi ylu eau edi each hanh ehinh, eai each edng vu vd sfl phat trien cfla xd hdi.
Tang cfldng hilu qua marketing dich vu edng eiia Trfldng Dai hpe Npi vu Ha Ndi phai la rapt phan nam trong chiln Iflde phat trien Nhd trfldng gan vdi dinh hfldng tfl chu va quan tri dai hpc tiln tien. Trong bdi eanh eanh tranh ngay cang gay gat vd sfl ddi hdi ngdy cang eao eua xa hdi thi viec tang cfldng marketing dich vu edng trong edng tae truyen thdng dai hpc Id ylu cau tat yeu ddi vdi Trfldng Dai hpe Ndi vu Ha Ndi. Day la nhiem vu can thilt d l Nhd trfldng xdc dinh thi trfldng muc tieu, gia tri cot loi va xay dflng vi t h i trong vile cung cap dich vu cdng cho nganh Ndi vu, eho nin edng vu vd cho xa hdi./.
TAI LIEU THAM K H A O 1. Do Wn Dan, Nguyen Thi Thuc (2013), Gido trinh Kinh te cong cdng, Nxb Tai chinh,
2. Vu Tri Dung (2014), Marketing dich vu eong, Nxb D^i hoc Kinh tl quoe dan.
3. Phan Huy Diidng (2014), Gido trinh Qudn ly cdng, Nxb Dai hpc Qudc gia Ha Npi.
4. United Nations Development Programme (UNDP), (2009), Hdnh chinh cong vd phdt trien kinh tid Viet Nam: Tai thiet nen hanh chinh cong cho the ky21.
5. Chu \ ^ Thanh (2004), Dich vu cong vd xa hoi hoa dich vu cdng - mdt $6 vdn de ly ludn vd thUc tiin, Nxb Chinh tri Qudc gia.
6. www.caicachhanbchinh.gov.vn
