O U A N TRI N G A N H A N G & DOAIMH IMGHIEP

Canti tranh ntici khac biet hoa Jsaa pMm tiitt gdi tai cac ngUn haycig thUdng m i Viet Nam - tht<c tr ding va giai pha(^

ThS. NGO THI MINH PHU-aNG - ThS. PHAM NGOC HUY^N

Thi tru&ng ngdn hdng bdn le cd mirc do cgnh tranh cao, cdc

sdn phdm lien giti cua ngdn hdng rdt de bi sao chip, nhu

cdu cua khdch hdng da dgng vd ldng trung thdnh cua khdch

hdng ngdy cdng gidm nen viic xdy dung vd duy tri lgi thi

cgnh tranh cho cdc NHTM trd nen khd khdn hem. Nghien

ciru sa bd cho thdy rdt it NHTM Viet Nam tgo ra dugc cdc

gid tri ndi bat vd ddc ddo cho khdch hdng cua minh. Cdc

ngdn hdng gidng nhau tir dinh hu&ng, chien lugc, sdn phdm

dich vu, cdng nghi, cdch thirc phdn phdi den cdc chuang

trinh qudng cdo khuyin mgi Bdi viet cd y nghia thuc tien,

gdp phdn tdng cao ndng luc cgnh tranh cho cdc NHTM Viet

Nam trong cdng tdc huy ddng vdn.

P=i

Tir khda: Sdn phdm tiin gici, khde biit hda sdn phdm tiin gici, ngdn hdng thucmg mai

1. Quan diem ve canh tranh nhd khac biet hoa san pham ^ S l ao dimg su khac bigt la

con dudng ma cac ngan hang theo dudi dg cd thg try •• virng trong mdi trudng canh

tranh khde liet. Theo Micheal E. Poter, su khac biet cd thd phan chia thanh ba loai: (1) Khac biet vg tinh nang san pham la ligt kg danh sach nhiing bi quygt trong cac san pham, djch vu ciia minh, ddng thdi tao ra nhidu ban cac san pham, djch vy; (2) Khac biet trong md hinh kinh doanh, tao ra

nhumg hinh thiic boat ddng kinh doanh mdi va mang lai gia trj cho khach hang mdt each hieu qua; (3) Khac biet trong chign lupc, trong viec xac djnb hoai bao, tam nhin, sir menh, muc tigu va con dudmg di ddn muc tigu. Muc dich cudi cung ciia chidn lugc khac biet hoa chinh la chign lugc trign khai mdt san pham khac ban san pham ciia cac ddi thu sao cho khach hang danh gia cao va dat nigm tin tadng vao san pham ciia minh. Hay ndi each khac, dd chinh la chidn lugc khac biet hda san pham.

Cd quan didm cho rang canh tranh nhd khac biet hda san phim la ngan hang tao ra cac dac tinh

khac biet quan trgng trong san phim va djch vu, hic cung cip nhirng san phim ddc dao mang tinh khac biet dap ling nhu ciu khach hang theo each thiic ma cac ngan hang khac khdng the canh tranh dugc. Sy khac biet hda cd thi thd hien thdng qua viec san pham cd chat lugng cao hom bin, hay viec cung cap djch vu dac biet, dua ra kiiu dang moi me, cdng nghe dot pha hay nhiing biiu tagng thuang hieu mdi la. Day la chiin lugc tao lpi the canh tranh bing each tao ra san pham djch vu cd sy khac biet rd rang so vdi ddi thil canh tranh, sy khac biet nay dugc khach hang ddn nhSn va ung hd. Tuy nhidn, mdt nhan djnh khac phan bien ring chiin lupc canh franh nhd khac biet hda san pham tdt nhit la xay dvmg nen nhiing san phim don gian nhat giiip khach hang dl dang sir dung san phim, djch vu vdi chi phi thap va hieu qua cao. Mpt ly do xac dang hd trg cho quan didm nay la tam ly cita khach hang la ludn can cac san phim, djch vu ngan hang don gian, tit dang ky nhanh gpn den sir dyng dd dang, frai nghiem mot cai gi do gpi la "tdt horn, dan gian hon va re hom". Mdt ngan hang dang nd luc tao ndn sy khac biet

4 6 P CHi KHOA HOC & DAO TAO NGAN HAI SO 172-

QUAN TRI NGAN HANG & DDANH NGHIEP 1 ^ ^ ^ ^HH khdng ban la sy dot pha vd chidn

lupc hay quygt sach ma ddi khi

chi la nhiing tieu tidt rat nhd bdi

hanh ddng nhd cd thg Iam ngn

hieu qua Itm, chi can sy quydt

tam ddng Idng va thien chi.

2. Thuc trang khac biet hoa san pham tien giri ciia cac ngan hang thirong mai Viet Nam 2.1. Phuffng phdp thu thdp vd xir ly so lieu nghiin ciru Dd danh gia sy khac bidt vd san

pham djch vu tai cac NHTM, bai

vigt chpn each tigp can do ludmg

sy khac biet trong cam nhan ciia

khach hang vdi nhdm san pham

tign gili dya fren 3 phuang dien

cy the va mdt danh gia chung:

(1) Sy khac biet trong danh muc

san pham va tinh nang ciia cac

san pham

(2) Sy khac biet trong chat lugng

san pham

(3) Sy khac biet

trong cac mirc gia

vaphi

(4) Cam nhan

chung vg sy khac

biet cua khach

hang.

Nhdm tac gia da

tien hanh khao sat

420 khach hang

da timg sii dung 3

san pham frdn cua

cac NHTM, bao

gdm 160 khach

hang giii tidn,

160 khach hang

su dung the, 100

khach hang vay

tign. Sau khi da

loai bd cac phigu

khdng hgp le, 404

phigu dugc SU­

dung d i phan tich kgt qua digu

tra. Cac NH cd quan he vdi khach

hang dugc chia lam 3 nhdm:

Nhdm NHTMCP ldn (bao gdm 4

NHTM cd sd hiru ciia nha nudc),

nhdm NHTMCP ca vira (cd vdn

chu sd hihi> 5.000 ty VND) va

nhdm NHTM cd phan cd nhd (cd

vdn chu sd hiiu< 5.000 ty VND),

qua do, bai viet tap trung so sanh

sy khac biet vd san pham giila

3 nhdm NH tren va su khac biet

trong mdi lihdm NH.

Bai vidt xir ly sd lieu nghign cim

dya trgn co sd cac phep toan

thdng kg, ta do rut ra cac kgt luan

mang tinh khoa hgc, phii hgp vdi

myc dich nghign cuu. Cac sd lieu

thu dugc sau qua trinh didu tra

thyc tidn dugc xir ly bang phan

mem SPSS trong mdi trudng

Windows, phien ban 12.0.

Phiiu diiu tra su khac biet ctia

san phim trong cam nhan ciia

khach hang dugc chia thanh 4

miic dp tra Idi va dupc thdng kd

thanh 4 mirc didm nhu sau: Hoan

toan ddng y: 4 diem; Ddng y: 3

diim; Phan van: 2 diem; Khdng

ddng y: 1 didm

Nhdm nghien cuu tinh diem trung

binh (DTB) ciia cac cau tra Idi.

Vdi thang diim tren, didm trung

vi la 2,5, do vay, chung tdi chia

DTB cua cac cau tra Idi thanh 4

mirc do:

- Danh gia cao: Diem trung binh

ciia ygu td> 3

- Danh gia kha: Didm trung binh

cua ygu td nam trong khoang

2,5-2,99

- Danh gia trung binh: Didm

trung binh cua ygu td nam trong

khoang 2-2,49 didm

- Danh gia thap: Digm trung binh

cua ygu td< 1,99 2.2. Cdc thang ddnh gid

Bang 1. Sir khac biet trong san pham tien giii ciia cac NHTM

Khac biet trong danh muc san pham va tinh nang cua cac

san pham Danh muc san pham tidn gifi da dang Viec giri, rut rSt linh hoat NH cd san pham tidn gifi gdp NH cd san pham tiln gifi online NH cd san pham tidn gifi danh cho tre em NH cd san pham tidn giri cho nhOng muc dich dac biet NH thu'dng xuyen cd san pham tiln gipi mai Phuang thirc giao djch thuan tien Diem trung binh ydu to

Nhom NHTMCP

Diem trung binh

3,17

2,97

2,81

2,58

2,78

2,83

2,89

3,06

2,89

Op lech chuan

0,78

0,88

0,61

0,42

0,45

0,49

0,65

0,83

0,58

Nhom NHTMCP vCna

Didm trung binh

3,28

3,14

3,11

2,61

2,61

2,81

2,89

3,11

2,94

06 lech chuan

0,87

0,80

0,75

0,48

0,44

0,50

0,58

0,70

0,59

Nhom NHTMCP nho

Oiem trung binh

2,88

2,80

2,88

2,68

2,52

2,88

2,76

3,08

2,81

06 lech chuan

0,83

0,76

0,64

0,59

0,44

0,53

0,48

0,64

0,23 Nguon: Kit qud khdo sdt cua nhom tdc gid

i 9.2016 - M172 ^P CHI KHOA HOC & DAO TAO NGAN HAf 4 7

Nhdm tac gia cilng tinh dp lech

chuin (DLC) cua cac cau tra ldi.

DLC cang ldn, chimg td khach

hang cd cac danh gia khac nhau

vg ciing 1 ydu td.

- Sy khac biet cua 1 ygu td ldm:

Dp lech chuan ciia ygu td> 1

- Sy khac biet ciia 1 yiu id tuang

ddi cao: Dp lech chuan ciia 1 ygu

td nim trong khoang 0,5-0,99

- Sy khac biet cua 1 yiu td thap:

Dp lech chuan ciia 1 ygu td<

0,49.

2.3. Kit qud ddnh gid

a. Su khde biit trong danh muc

sdn phdm vd tinh ndng cua cdc

sdn phdm

Da sd khach hang cho rang danh

muc san pham cua cac NHTM

Viet Nam rit da dang va khach

hang cd thi giri, rut tien Knh boat.

Trong 3 nhdm NH dieu tra, khach

hang danh gia danh muc san

pham tien giri cua cac NHTMCP

ca vira la da

Cliu trgn website cua cac NHTM

cho thiy rit nhiiu NHTM trong

ca 3 nhdm quy md diu frien khai

cac san phim nay dugc mpt vai

nam Diiu nay cho thiy mac dit

mdt ty le cao KH nghT ring danh

muc san phim tiin giii ciia cac

NH la da dang, nhumg KH lai chi

biit din nhung san phim tiin giti

mang tinh truyin thdng (tiit kiem

giri gdp, tiit kiem Iinh boat),

khdng nhiiu KH bidt v i cac san

phim tiin gui mdi ctia cac NH.

Viec nay cd thi ham y vide quang

ba thdng tin vi cac san pham tidn

gui mdi tai cac NH la chua hieu

qua.

b. Su khac biet trong chdt lugng

sdn phdm

Dya trgn md hinh RATER, chit

lugng san pham tidn gtii dugc

do ludng bdi sy tin cay (thd hien

qua sy an toan, tin cay khi giri

tign), tinh dam bao (thg hien d

thil tuc giao djch nhanh chdng

dan gian, dugc nhan vidn ta vln

va cung cap thdng tin day du),

tinh hiiu hinh (hinh thiic va su

ni im na ciia nhan vign, thiit ki

bgn trong ngan hang, thigt kg cua

sd tiit kiem), bdi su ddng cam

ngan hang hd trp khi can thiit)

va tinh trach nhiem (dugc cung

c ip thdng tin day du sau khi giao

dich). Ket qua dieu tra cac ygu ti

trgn d 3 nhdm NH tai Bang 2.

Cac khach hang ddu danh gia cao

san phim tign giti d tinh an toan,

tin cay. Tuy nhidn, dp lech chuan

ciia chi tieu nay lai kha cao cho

thiy khdng phai tat ca cac ngan

hang trong trong mdi nhdm deu

dupc khach hang cho la an toan.

Xet v i ydu td hiiu hinh, nhan vien

giao djch cua nhdm NHTMCP cS

vira va ca nhd dugc khach hang

danh gia cao d do ua nhin, niim

nd nhung khac nhau d cac NH

trong mdi nhdm,.. Nhan vidn cua

dang nhat, va

viec gui rut tign

ciing rat tien lgi.

Digu dang chu

y la ty le khach

hang bigt vg cac

san pham tign

giri mdi cita cac

NHTM nhu frin

giri online, tign

gill danh cho tre

em, tign gui cho

nhirng muc dich

dac biet (huu

tri, giao due,

mua nha, mua

xe, du Ijch...)

khdng cao.

Khao sat ciia

nhdm nghidn

Bang 2. Su khac biet trong chat luong san pham tien giri cua cac NHTM

Chi tieu khac biet trong chat lu'O'ng san pham

Giti tidn d NH r§t an toan/tin cay Thil tuc giao dich dan gian, nhanh chdng Nhan vien tu van va cung cap thdng tin d§y dii Nhan vien ua nhin, nidm nd Thidt kd ben trong ngan hang dep/ than thien So tiet kiem dupc thidt kd dep mat Dupc NH hd trg khi c§n thidt Dugc cap nhat thdng tin d§y dil sau khi giao dich Didm trung binh ydu to

Nhom NHTMCP Ion

Oiem trung binh

3,22

2,81

2,83

2,86

2,89

3,12

2,92

2,47

2,96

06 lech chuan

0,78

0,54

0,73

0,48

0,82

0,72

1,03

0,52

0,58

Nhom NHTMCP CO" vipa

Oiem trung binh

3,31

3,14

3,28

3,36

3,11

3,14

3,09

2,72

3,22

Op lech chuan

0,91

0,71

0,52

0,92

0,49

0,71

0,68

0,55

0,73

Nhom NHTMCP nho

Oiem trung binh

3,08

3,04

3,04

3,16

3,12

3,22

2,76

3,20

3,11

Dp lech chuan

0,79

0,84

0,73

0,93

0,45

0,86

0,65

0,75

0,72

Nguon: Ket qud khdo sdt cua nhom tdc gu

4 8 4P CHi KHOA HOC & DAO TAO NGAN HA

QUAN TRI NGAN HANG & DDANH NGHIEP

Bang 3. Khac biet trong lai suSt va cac gia tri gia tang khi gfri tiin ciia cac NHTM

Npi dung

Cac san pham ti ln girl c6 lai suat hkp d3n NH thu'o'ng xuyen co cac chu'ang trinh khuydn mai Didm trung binh ydu t6

Nhom NHTMCP Ivn

Dilm trung binh

2,08

2,06

2,07

Dp lech chuan

0,39

0,46

0,39

Nhom NHTMCP c&vipa

Diem trung binh

2,72

2,67

2,69

Do lech chuan

0,66

0,61

0,59

Nhom NHTMCP nho

Dilm trung binh

3,12

2,96

3,04

Op lech chuan

0,76

0,59

0,63

Nguon: Kit qud khdo sdt cua nhom tdc gid

gia trj gia tang khi giii tien a nhiing NH nay. Khao sat tai cac chi nhanh NH cua nhdm nghien cuu cho thay mac dii tai thdi diem hien tai, thanh khoan

cac NH CO vira va nhd thudng fre tmng va thudng xuyen toai cudi khi giao tidp vdi KH. Thiit kg cua cac chi nhanh NH ca vira va nhd cilng kha hien dai, than thien va dac biet la rat ddng diu (cac chi nhaiih cua 1 NH d cac dja didm khac nhau dgu cd thiet kd gidng nhau) frong khi cac chi nhanh, phdng giao djch cua cac NH ldm lai khdng cd dugc sy ddng ddu dd.

Sy hd frg cua NH ca vira khi KH can dupc danh gia d miic cao frong khi chi tidu nay d cac NH ldn va NH nhd chi dat miic kha. Ydu td dupc NH cap nhat thdng tin day du sau khi giao djch thi chi cd cac NHTM ca nhd dugc danh gia cao. Khao sat ciia nhdm

han sd cho cd lgi cho KH ndu NH sap cd thay ddi vd lai suat frong taang lai. Mpt sd NH cd chuang trinh nhan tin ty ddng cho KH mdi khi KH thyc hien giao djch, sd tiet kiem ddn han, hoac NH trien khai chuang triiJi khuygn mai mdi... frong khi d cac NH Ion khdng thay cd cac hd frg nay.

c. Su khde biit vi ldi sudt vd cdc gid tri gia tdng khi giri tiin Xet vg lai suat va cac gia trj kinh tg khac ma KH dugc hudmg (qua tang, khuyen mai...), cac NH quy md nhd dugc danh gia tdt nhat. Do lech chuan ciia 2 tieu chi nay a cac NH ldn ciing d miic thap cho thay da sd KH chua hai long vdi chlnh sach lai suat va cac

cila cac NH kha ddi dao va trudc chil truang giam Iai suat cila NHNN, cac NH quy md vira va nhd van cd Iai suat va cac chuang trinh khuyen mai ldm hom han cac NH quy md Idm.

d. Cdm nhdn chung ciia khdch hdng vi su khde biit trong sdn phdm tiin gici cua cdc ngdn hdng thucmg mgi Nhin chung, tat ca cac KH ddu danh gia rang cac san pham tidn giri ciia cac NH cd su khac biet kha ldm. Cac khach hang ddu cd do hai long cao vdi san pham tidn giii, tay nhign, mirc dp trung thanh ciia khach hang giii tidn ddi vcii ngan hang ciing chi d miic kha.

nghign Hmh 1. Danh gia ve SP tien giri ciia KH o cac do tudi khac nhau cuu khi

true tidp giao djch vdicac NH ciing phan anh rang khi gui tigt kiemd cacNH nhd, nhan vidnNH thudmg gpi dien nhac KHddiky

• Khach hang tir 18-14 tij6i i

• Khach hang tif 41-55 tu6i •

Khach hang tir 25-40 tuoi

KFiach hang > 55 tuoi

2.92 2,95 " ' " ^ - ' ' ' " 2.92 2,95 2.96 ^ ' ^ 2.60 2,62 ^ ^ ^ 2,65 ^ 2,71

Mumi Cam nhan ve sir khac biet cua san

pham Miic do hai long cua KH Mirc do trung thanh vai NH

Nguon: Kit qud khdo sdt cua nhom tdc gid

19.2016-50172 AP CHI KHOA HOC & DAO TAO NGAN HAK 49

^m* QUAN TRI NGAN H A N G S. DDANH NGHIEP

Sy khac biet trong san pham tign giri theo cam nhan ciia khach hang d nhiing nhdm tadi khac nhau. Phan theo nhdm tadi, cac khach hang trong dp tadi 25-40 cam nhan vd sy khac biet rd ret nhat. Dieu nay cd the ly giai bdi nhdm KH nay thudmg cd thu nhap cao va dn djnh, thudmg xuygn sir dung djch vy ngan hang ngn cd thg cam nhan rd sy khac biet giii'a san pham tien giri cua cac NH khac nhau. Nhdm KH nay cOng cd mirc dp hai ldng cao vdi san phim tiin giri (DTB 3,04), tay nhidn, mirc dp trung thanh vdi NH lai thip (DTB 2,42). Cd thi thay ddi tapng KH nay thudng xuygn giri tiin tai nhiiu NH khac nhau va it cd y djnh se chi trung thanh vdi mdt NH. Doi tapng KH trd (18-24 tudi) cam nhan vd su khac bigt ciia san pham thap nhat trong sd cac khach thg dieu tra. Hp cho ring san pham tign giri cila cac NH rit it sy khac biet (DTB 2,26). Cd thg ddi tapng nay thudng chua sii' dung djch vu tidn gui nhiiu ngn chua cd sy so sanh vi san phim tai cac NH khac nhau, tay nhidn.

hp lai kha hai long vdi ngan hang gui tidn va miic do trung thanh vdi NH gili tiin ciing d miic kha ciia thang do. Ddi togng KH 41-55 tadi va trdn 55 tadi danh gia sy khac biet trong cac san pham tign gili d miic kha. Hp cd mirc do hai long cao vdi ngan hang giri tidn, va mirc do trung thanh vdi NH ciing dat mirc kha.

Vi su khac biit trong sdn phdm tiin gid theo cdm nhgn cua khdch hdng & nhiing mice thu nhgp khde nhau: Khach hang cd thu nhap> 25 trieu ddng cam nhan rat ro ret vg sy khac biet ciia san pham tign gui cua cac NH khac nhau, hg cOng rat hai ldng vdi ngan hang dang giri tidn va y djnh trung thanh vdi ngan hang cao. So sanh giira 3 nhdm KH cdn lai (cd thu nhap< 25 trieu/thang) cho thay khach hang cd thu nhap it hom 5 trigu ddng/thang cam nhan vg sy khac bigt cua san phim tign giri it hom so vdi 3 ddi tagng KH cdn lai (DTB 2,42). Nhdm KH thu nhap 5-10 trieu/thang va nhdm KH thu nhap 10-25 trieu/ thang cam nhan vi sy khac biet

cua san pham toomg duomg nhau. Tuy nhidn, nhdm KH cd thu nhap thip nhat trong nhdm khach thi didu tra lai cd xu hudmg hai long vdi NH giii tien cao va mirc dp trung thanh cao hom so vdi 2 nhdm KH cdn Iai.

3. Giai phap nang cao nang luc canh tranh nhd' khac biet hoa san pham ti8n gui tai NHTM Viet Nam Tir ket qua khao sat, nhdm tac gia dd xuat cac nhdm giai phap cin tap trung nham nang cao nang lire canh tranh nhd khac biet hda san pham tidn giti nhu sau:

3.1. Tao Slf khac biit trong tinh ndng cda cdc sdn phdm tiin giri Ngay tir khi thidt ki san phim, cac ngan hang can chii trpng phat triin tinh nang nhu thi nao cho phil hgp, cac tinh nang cd lign quan tai nhau, tao dugc tinh rigng biet ddc dao cho san pham, lgi thd canh tranh cho ngan hang. Thii- nhdt, thiit ke su khac biit a l&p sdn phdm mong dgi vd sdn phdm bd sung Khach hang khi sit dung bit cii

Hinh 2. Danh gia vi SP tien gui cua KH b mirc thu nhap khac nhau

•Thunh|p<5tti#u

•Thu nhsip tir 5-10 trieu

•Thu nhip tir 10-25 trieu

•Thunh|p>25tri#u

"brco'a"s^t,%lm'' ""^^^^^^^'-^-^^ M.cd«,ru^n9,hanhv*l

t^guon: Kit qud khdo sdt ciia nhom tdc gid

san pham djch vu nao thi digu hp quan tam chinh la lgi ich cudi citng hg nhan dugc. Nhiem vucua

5 0 AP CHI KHOA HOC & DAO T/kO NGAN HANt $0'172-IHiNG 9.2016

QUAN TRI NGAN HANG & DDANH NGHIEP

cac ngan hang la can thidt kd cac san pham chiia nhiing tinh nang mang lai lgi ich ma khach hang tim kigm, ddng thdi nhirng tinh nang dd can tao dugc sy khac biet, ddc dao va lgi thd canh franh cho ngan hang d san pham mong dpi, san pham bd sung va cac djch vu di kem. Han niia vide dau to cac phan hiru hinh ciia san pham, nhu ten ggi, bigu topng, sd tidt kiem, the... se giup khach hang cd the cam nhan ro ban vd san pham. Cac tinh nang bd sung ciia san pham phai dam bao tinh ddc dao va khac biet. Cac lgi ich bd sung: San pham tidt kiem, sinh ldi va an toan, san pham thd tien lpi va cd the dung dd frang tri, mang phong each ca nhan... Cac tinh nang ddc dao can dugc duy tri frong mdt thdi gian nhat dinh khdng dg cac ddi thii bat chudc, ludn cai tidn cac tinh nang dd ddi phd vdi sy bat chudc cua ddi thii canh franh.

Thu hai, thiit ki cdc tinh ndng mang lgi gid tri thuc cho khdch hdng, nhdng gid tri md khdch hdng thuc su coi trgng Can hieu dupc didu khach hang thyc sy can la gi? Day ludn ludn la CO hdi dd tao ra cac thirc hieu qua nhat thda man nhu cau ciia khach hang. Mudn lam dupc nhu vay, cac ngan hang can dau to thu thap thdng tin thj trudmg, kjp thdi nam bat nhiing nhu cau mdi phat sinh, hoac sy thay ddi nhu cau, cac nhu cau cang dac biet se cang tao lgi the va franh dugc sy sao chep cila ddi thu. Tuy nhidn phat trign cac tinh nang mdi can phu hgp vdi ngudn lyc ngan hang, vg cdng nghe, tai chinh va nhan sy, dg dam bao an toan, bao mat cho

khach hang khi sit dung djch vy ngan hang, ddng thoi nang cao uy tin thuang hieu ngan hang.

3.2. Tao Slf khac biet nhd phdt triin cdc sdn phdm tien gui m&i Bd phan frong ngan hang cd chirc nang dam nhidm qua trinh tao sy khac biet nhd phat trien cac san pham mai la bd phan R&D (Research and Development)-Nghign Cliu va phat trign. Ngan hang can tao digu kien dg bd phan nay thyc hien xuat sac nhiem vu cUa minh bang each phan bd ngudn lyc tai chinh hgp ly va bd tri ngudn nhan lyc gidi chuydn vg nghign ciiu va phat trign san pham mdi mang tinh dot pha, khac bidt.

Nguygn tac tao ra nhiing san pham mdi la dap img chinh xac nhu cau mdi cua khach hang va phai cd tinh sdng tgo. Hinh thitc cua san pham va djch vu cQng ddng vai frd quan trpng frong viec thu hilt an topng ddi vdi khach hang, nhimg lai cd dac tinh la toomg ddng va vd hinh. Do dd, nhiing van dd chinh ma cac chuygn gia can tap trung khi nghign ciiu va phat trien san pham mdi ciia ngan hang la tinh uu viit, gia. ca va chat lugng. Kham pha nhiing thj trudng mdi va phat hien nhung nhu cau tidm an cua khach hang la nhiing budc dau frong qua trinh tao ra san pham mdi khac bidt. Vide nghidn cim thj trudmg la dd hieu dugc khach hang va dg frac nghiem mdt each he thdng nhiing y todng va gia thidt. Sau do, ngan hang tidn hanh dg xuat y todng- xay dtmg kg hoach tigp thj sa lugc-phat trign san pham- thuc hien

chiin lugc tigp thi san pham- trai nghiem sy lan tda san pham va dua ra nhirng danh gia, nhan xet.

3.3. Tao Slf khac biit trong chdt luffng giao dich Di tao sy khac biet trong chat lugng giao djch, ngan hang cd thi xay dyng bd tidu chuan va hudng cac nhan vign thyc hien tdt bd tidu chuan dd. Trudc mat, cac ngan hang can thuc hidn mdt sd giai phap cu the nhu sau: Thu nhdt, nang cao chat lupng dpi ngii nhan vien. Mpi thai dp, phong each lam viec cila nhan vign cd anh hudmg quydt djnh dgn chat lupng giao djch, dgn hinh anh va uy tin cua ngan hang. Vi vay, vdi kign thiic, kinh nghiem, thai dp phuc vy, kha nang thuydt phuc khach hang, ngoai hinh, trang phuc nhan vign... cd thg Iam tang thgm chat lugng djch vy hoac ciing cd the se lam giam chat lugng djch vu ngan hang cung cap.

Xay dyng dugc mdt ddi ngii nhan vien cd trinh do nghiep •vu cao, cd tinh than trach nhiem va pham chat dao diic tdt. Tich cyc dao tao, dao tao lai, tap huan nghidp vu thudng xuydn cho can bd nhan vidn ddi vdi cac san pham djch vu mdi cung img. Dac biet, cac NHTM ngn can nhac xay dtmg va nang cap he thdng E-Leaming dd dom gian hda cdng tac tap huan, dao tao.

Thir hai, cdi thiin dieu kiin co s& vdt chdt, ddc biit eg s& hg tdng vi cdng nghi. Thyc td boat dgng ciia cac ngan hang da cho thiy, vide ap dung cdng nghd vao cac hoat ddng van hanh va quan tri ciia ngan hang chinh la ca sd nin

9.2016-SO 172 AP CHI KHOA HOC & DAO TAO NGAN HA! 5 1

am •j^miA

QUAN TRI NGAN H A N G a D D A N H NGHIEP

kdnh phan phdi hien dai d i tang

siic canh tranh, thda man nhu ciu

khach hang nhu may ATM/POS,

mang Intemet, may ban hang

frr dpng... Cac kenh phan phdi

nay rit quan trpng de phat tridn

san phim djch vy ngan hang,

dac biet la cac san phim djch vu

ngan hang hien dai. Chii trpng

that sy vao kenh phan phdi dien

to qua viec ting dung cdng nghe

(intemet'phone/sms banking),

mac dil viec nay ddi hdi chi phi

cao tir ban dau.

3.5. Tao su khac biit trong cdch thirc qudng cdo, truyin thong cho sdn phdm

Chidn lupc quang cao cac ngan

hang xay dimg can dam bao 2

yeu td, dd la tinh rdng rai (phu

hop vdi nhiiu ddi togng) va dam

bao dugc tinh chuydn sau cua

quang cao (thdng tin chi tidt v i

cac san pham, djch vy). Cin xay

dyng hinh anh tdt, tang cudng uy

tin cho ngan hang, gay in togng

tdt cho khach hang vd cac san

pham djch vu ngan hang hien dai

vi khi mdt khach hang cd cam

nhan (chit lupng san phim, tien

ich, thai dp phuc vu) tdt v i ngan

hang thi khach hang se trd thanh

cac can bd marketing gian tiip

cho ngan hang, thdng qua gidi

thieu cho ban be, ngudi than vi

san phim djch vu. Day la mdt

hinh thiic quang cao gian tiip hit

siic hieu qua cho ngan hang.

3.6. Duy tri su khde biit Idu ddi cho sdn phdm dich vu

Cac ddi thii canh tranh cd thi

TAI LIEU THAM KHAO

/. Ngdn hang Thi gidi (2013) "DIEM LAI Cap nhd, linh Mnh phd, iriin kinh li Vie, Nam 2. Ngan hang TMCP Cong Thuong Viet Nam (2013), "Gia nhap WTO vd cdc ,dc dong ,di

tang cita viec tao ra cac dich vu

ngan hang hien dai, chinh xac, ty

ddng, tryc tayen, cd nhidu gia trj

cho khach hang, trong khi ddng

thdi cho phep ngan hang cd dugc

cac cdng cy tidn tign, tu ddng va

da chigu trong viec quan tri boat

ddng kinh doanh va kidm soat rili

ro.

3.4. Tao su khac Met trong cdch thirc phdn phoi sdn phdm

Tru&c hit, cdc ngdn hdng cdn

xdy dung cung cd vd tgo su khde

biet ddi v&i cdc kinh phdn phdi

truyin thdng nhu chi nhanh,

phdng giao djch, he thdng ATM.

Cac ngan hang cQng cd thd thigt

kg dja chi website rigng cho cac

sigu chi nhanh. Day ciing la mdt

kenh phan phdi mdi dem lai

nhiiu Igi ich cho ngan hang. Cac

kenh phan phdi tao ra sy gan bd

giira ngan hang va khach hang,

cac ngan hang can td chirc mang

ludi cac quay, cac chi nhanh va

phdng giao djch d cac vj tri phii

hgp, tao sy tign ich cho khach

hang.

Thie hai, di phii hgp v&i giai

dogn phdt triin hien nay, mot

chiin lugc hgp ly la tich cue

phdn phdi cdc sdn phdm truyin

thdng vd sdn phdm m&i thdng

qua cdc kinh hien dgi

Cac san pham, tiit kiem se dugc

phan phdi ty dpng, online va

tich hgp chu ky dien ta'. Cac san

phim the dugc phan phdi online

qua intemet, dign thoai, ATM

da nang va Kiosh. Cac san phim

radi dupc img dung ngay trgn

cac kgnh dien tir... Ap dung cac

de dang van dpng nhanh de bSt

chudc va sao chep mpt each

thanh cdng nhiing ngan hang tao

khac biet. Cac lgi the cila ngudi

di tien phong frong thi trudng

djch vu va san pham mdi cudi

ciing cQng chi keo dai din khi

chat lugmg san pham tdng thi ciia

tat ca cac ddi thu canh tranh nang

Ign va su tmng thanh thuang hieu

ngan hang ciia khach hang giam

xudng. Do dd, mdt chidn lugc

tao khac biet ydu cau ngan hang

phai bidt phat trign lgi thg canh

tranh bang each hinh thanh cac

lua chgn ve san pham, thj trudng

va kha nang khac biet ma cd thi

hd trp Ian nhau va cung nhau lam

tang gia trj ciia mdt san pham hay

djch vu trong tam tri cua khach

hang.

Mdt dieu dac biet la can khing

djnh vai trd cua marketing khi

cac ngan hang mudn tap tmng va

duy tri vj tri cua san pham djch

vy trdn thj trudmg nganh ngan

hang va cd gang Iam cham tdc

dp suy giam, kich thich khach

hang tiep tuc su dung nhiing san

pham djch vu khac biet hien hilu

cua minh bang each giam phi,

lai; cai tign san pham bang each

phat trign san pham bd sung,

day manh cac boat ddng khuygn

mai nham tao ra sy khac biet ciia

san pham djch vu de nd khdng

chuydn sang giai doan suy thoai.

Sy khac biet bat ngudn tir chat

lugng ciia su phuc vu hay tin cay,

tay nhidn ngan hang tao sy khac

bidt ta' cac ygu td vd hinh cd the

thu hai lpi ich cua chiin lugc nay

mgt each lau dai. •

thdng 7 ndm 2013 " qudn ly hogt dong NHTM" (https://wmi.

5 2 iP CHI KHOA HOC & DAO TAO NGAN HA^ (fl 177 - WANi; 9.2

Q U A N TFII NGAINMHANG & D D A N H isitiHig HM^f vietinbankvn/web/home/vn/research/13/gia-nhap-wio-va-cac-tac-dong-toi-quan-ly-hoal-dong-nhlm.html) 3. Xgivin Thdnh Long (2012) "Ba cdch tiip cdn gidi ihich led thi canh tranh cua cong ty". Tap chi Phdi trien khoa hoc vd cong nghe, sd 15. QI, 2012 4. Nguyen Thi Minh Hien (2011), "Markeiing ngdn hdng ", Hoc vien .\'gdn hdng 5. Nguyen Thu Hiin (2012) "Ndng cao ndng luc canh tranh ciia cdc NHTM Nlia nic&c "- Luan dn lien si - Hoc vien Ngdn hdng. 6. Phgm Qudc Khdnh (2011) "Phdn tich ddi ihu cgnh Iranh Igi cdc NHTMCP"- Ludn dn tiin si. Hoc vien Ngdn hdng 7. Phgm Thi Tuyet (2010) "Ky ndng giao tiep cda cdn bo giao dich ngdn hdng"- Ludn dn Tien si. Vien Khoa hoc xd hpi Viet Nam. 8. Phgm Thi Tuyit (2012) "Chdt lugng giao dich ciia Ngdn hdng Nong nghiep vd Phdt triin Ndng thdn Viet Nam "- De tdi nghien ciru cdp Hoc vien- Hoc vien Ngdn hang.

SUMMARY Competitive differentiation of deposit products at Vietnamese commercial banks- Reality and Solutions

In the retail banking market with a high level of competition, Ihe bank deposd products are vulnerable to copying, the customers 'demands are very diverse and customer loyalty is declining, therefore, building and maintaining competitive advantage for commercial banks become more difficult. Preliminary research shows that very few Vietnamese commercial banks create outstanding value and unique for their own customers. Their orientation, strategy, products and services, technology, distribution methods and promotional advertising program are nearly the same. This article with practical significance will contribute to increasing competitiveness capability for Viemam commercial banks in capital mobilization. Keywords: deposit products, differentiation of deposit products, commercial bank..

Phuong Thi Minh Ngo, M.Ec. Working Organization: Banking Faculty, Banking Academy Field of study: Banking & Finance Magazines have published articles: Banking Science & Training Review; Commerce Joumal.

Huyen Ngoc Pham, M.Ec. Working Organization: Banking Faculty, Banking Academy Field of study: Bank marketing. Commercial bank Magazines have published articles: Banking Review

THONG TIN TAC GIA Ngo Thj Minh Phirong, Thac si Dem vi cong tdc: Khoa Ngan hang, Hpc vien Ngan hang Lmh vuc nghieri cuu chirih: Tai chinh- Ngan hang Tgp chi tieu bieu dd co bdi viet ddng tdi: Tap chi Khoa hpc va Dao tao Ngan hang. Tap chi Thucmg mai Email: phuongntm@hvnh.edu.vn Pham Ngoc Huyen, Thac si Dem vi cong tdc: Khoa Ngan hang. Hoc vien Ngan hang Linh vuc nghieri citu chirih: Marketing Ngan hang, Ky nang giao dich ttong ngan hang, NHTM Tgp chi tieu bieu da co bdi viet ddng tdi: Thdi bao Ngan hang Email: ngoc_huyenl 180@yahoo.com

tiip theo trang 3 8

thug; Cdng tac td chiic hoat ddng

thanh fra, kidm fra; Hinh thuc

cuomg che va hinh phat; Quy

trinh, thil tuc kg khai va nop thug;

Ky nang, trinh dp va thai dp ciia

can bd thud; \'a Digu kien ca sd

vat chat.

Dg nang cao chat lugng cdng tac

quan ly thud trong thdi gian tdi,

cac giai phap chinh sach can tap

trung vao viec tang cudng cdng

tac tayen tmyen, ta van va hd frg

chinh sach va phap luat thud cho

cac ddi tagng nop thud. Ddng

thcfi, tang cuimg cdng tac thanh

fra, kiem tra thug ciing nhu cdng

tac cuomg chd va cac hinh phat

ddi vdi cac ddi togng \ i pham.

Can dom gian quy trinh, thii tyc

kg khai va nop thud. Bgn canh do,

viec nang cao ky nang, thai dp va

trinh dp chuygn mdn cho can bd

thug, va nang cap ca sd vat chat

cila Chi cue Thue cung rat can

thiit. •

tiip theo trang 4 5

thanh cdng va hieu qua mdi quan

he khach hang cdn chua ddng ddu

dan ddn dir lieu khao sat thu dupc

cd thd chua dugc ddng nhat. Mat

khac nghign cuai mdi chi danh gia

tac ddng cua eCRM thanh cdng

tdi hieu qua mdi quan be khach

hang chir chua xem xet danh gia

frgn cac tac ddng khac tdi hieu

qua mdi quan he khach hang.

Dya tren ban chg cila nghien cim

da ggi md ra hudng nghien cuu

xem tiip trang 11

19.2016-50172 P CHI KHOA HOC & DAO TAO NGAN HAI 53