1. Chin lc tin phong v chin lc phn ng nhanh

Tiu lun

CHIN LC PHT TRINSN PHM TI CHNH MIThnh ph H Ch Minh, thng 3 nm 2014

MC LC

3I.CHIN LC TIN PHONG V CHIN LC PHN NG NHANH

31.Chin lc tin phong

3a.Khi nim

3b.u im

4c.Nhc im

42.Chin lc phn ng nhanh

4a.Khi nim

4b.u im

5c.Nhc im

53.So snh hai chin lc

6II.V D V CHIN LC TIN PHONG

61.Sn phm thnh cng ca chin lc tin phong: Th ATM t ph ca Oceanbank

82.Sn phm tht bi ca chin lc tin phong

8a.Vietcombank Card (1993) v rt tin t ng ATM (1995)

10b.Nguyn nhn tht bi

12III.V D V CHIN LC PHN NG NHANH

121.Sn phm thnh cng ca chin lc phn ng nhanh

12a.B sn phm M1-ACCOUNT ca Maritime Bank

13b.Thc trng pht hnh th ca Maritime Bank Tn Bnh

152.Sn phm tht bi ca chin lc phn ng nhanh: Th tn dng quc t Vietnam Airlines Techcombank Visa Platinum

19IV.KT LUN

191.Kt lun

192.Ti liu tham kho

I. CHIN LC TIN PHONG V CHIN LC PHN NG NHANHSn phm mi l mt yu t quan trng trong s pht trin v tn ti ca cng ty. Do lin tc phi i mt vi th trng cnh tranh gay gt, vi nhu cu thng xuyn thay i ca khch hng v vi nhng tin b trong cng ngh nn mt cng ty phi c chin lc tung ra sn phm mi cng nh ci tin nhng sn phm hin ti n nh doanh thu. Trong lnh vc ti chnh ngn hng ni ring, trc nhng thay i ngy cng nhanh v mnh trong nhng dch v ngn hng lm cho hot ng pht trin sn phm mi tr nn c ngha v cng quan trng trong vic duy tr v nng cao sc cnh tranh ca ngn hng. duy tr s hi lng ca khch hng ngn hng c th s dng nhiu cch thc khc nhau m khng nht thit phi to ra mt sn phm hay mt dch v mi. Tuy nhin p ng tt hn nhng nhu cu cha c tho mn ca khch hng th vic pht trin sn phm mi l rt cn thit, ngoi ra i mi sn phm gip ngn hng c th nm bt c hi t nhng lnh vc kinh doanh.

Cc ngn hng nh hng tr thnh nhng ngi ng u trong lnh vc ca mnh thng n lc a ra nhng sng to trong pht trin v a ra sn phm mi. i vi nhng ngn hng nhn thy khng c kh nng trong vic sng to sn phm mi s p dng chin lc sao chp cc i mi thnh cng ca ngi khc nhm gim bt chi ph u t cho hot ng nghin cu v pht trin sn phm mi. Ngn hng c th la chn nhiu chin lc pht trin sn phm khc nhau tu thuc vo cc yu t nh s mng, mc tiu, quy m ca ngn hng.

Di gc rng v bao qut, chin lc pht trin sn phm mi m cc ngn hng thng p dng chia thnh 2 nhm:

Chin lc tin phong

Chin lc phn ng nhanh

1. Chin lc tin phong

a. Khi nim

Chin lc tin phong l chin lc tr thnh nhng ngi i u trong nhng lnh vc m h c th mnh, l ngn hng khi xng v thc hin nhng thay i ch yu cc dch v v sn phm m ngn hng cung cp.

b. u imKhi tin phong trong pht trin sn phm mi th mc am hiu v th trng, nhu cu khch hng tt, nm bt tt xu hng pht trin tng lai thng qua cc hot ng kho st, tm hiu th trng trc khi to ra sn phm.

giai on u khi tung ra sn phm th ngn hng tin phong l nh cung ng duy nht, c li th tng i i vi cc sn phm hin c trn th trng, tip cn khch hng u tin, Do , s gip em li cho ngn hng nhiu khch hng, c c hi ly c s tin tng, lng trung thnh ca khch hng ngay t u.

c hng li th v s lng, m bo c nhiu giao dch hn nhng ngn hng bt chc h. Thng th ngi ta nhn thy cc i th phi nhanh chng bt chc, sao chp trong khong 20 tun sau khi mt sn phm mi c cc ngn hng tin phong a ra hoc h s tht bi trong vic c khch hng s dng s lng nhiu. Trong trng hp 5 ngn hng cng a ra mt sn phm c th th ngn hng i tin phong s chim khong 40% th phn ca sn phm trong sut vng i sn phm.

c. Nhc im

Tn chi ph cao: chi ph nhn lc kho st th trng, tm hiu th trng, chi ph cho lut s v k ton, t vn lut v thu, thi gian hun luyn ngi cung cp, nh u t v ngi mua bn, u t vo h thng my tnh nh gi v giao dch mua bn, vn v nhn s h tr cho vic a sn phm ra th trng.

Chu ri ro tht bi kh cao, v sn phm mi a ra th trng khng d dng c khch hng tip nhn ngay do tm l cn nhiu e ngi v cha quen vi s xut hin ca sn phm.

Do c th ca ngnh ngn hng nn nhng ngn hng i u trong vic sng to ra sn phm mi khng c hng nhng li th v gi di hnh thc tnh gi cao hn trong giai on u c quyn trc khi b sao chp m thm ch trong di hn nhng ngi i u trong vic a ra sn phm mi li cn b tnh gi r hn so vi nhng sn phm bt chc ca i th cnh tranh.

2. Chin lc phn ng nhanh

a. Khi nim

Chin lc phn ng nhanh l chin lc sao chp nhng i mi thnh cng ca ngi khc,hng bt chc cc sn phm ca ngn hng tin phong v a ra cc sn phm theo kiu ti cng vy hoc theo kiu ngi th hai tt hn.

b. u im

Gim ri ro tht bi cng nh gim cc chi ph lin quan n vic nghin cu, pht trin nu nh lm ngi tin phong. Ti cc quc gia pht trin mt sn phm ti chnh mi c th ngn hng phi u t ln n hng triu USD bao gm tin chi ph cho lut s v k ton, t vn lut v thu, thi gian hun luyn ngi cung cp, nh u t v ngi mua bn, u t vo h thng my tnh nh gi v giao dch mua bn, vn v nhn s h tr cho vic a sn phm ra th trng.Tht ra, nhng ngi bt chc, sao chp c th tit kim t 50% n 70% so vi ngi i tin phong to ra sn phm sao chp hoc sn phm cnh tranh. Nh vy vi chi ph thp hn nhng li em li thnh cng cao hn.

C th nhn thy c trin vng ca sn phm t vic cung ng sn phm ca cc ngn hng tin phong. Ci thin c nhng kh khn trc , nng cao tnh nng ca sn phm ph hp hn.

c. Nhc im

Nu vic sao cho khng c tinh vi, qu ging th sn phm t c s khc bit, sn phm khng mang mu sc ca chnh ngn hng , iu dn ti vic cc ngn hng p dng chin lc ny th kh thu ht c khch hng s dng cng nh duy tr c khch hng ca mnh. Bi khch hng cha tin tng vo cht lng sn phm ca ngn hng do h quen vi hnh nh v cht lng sn phm l ca ngn hng tin phong.

Do ngn hng p dng chin lc phn ng nhanh cn mt khong thi gian nht nh quan st, ch ng thi th trng khi ngn hng tin phong tung ra sn phm nn khi ngn hng a ra sn phm bt chc th nhm khch hng ca h l nhm khch hng trung bnh.

3. So snh hai chin lcCh tiuChin lc tin phongChin lc phn ng nhanh

Nguyn nhn p dngNgn hng c th mnh v hot ng kho st, pht trin v marketing. Mun tr thnh ngi ng u trong lnh vc ca mnh.Ngn hng thiu t tin do tng tht bi trong vic pht trin sn phm mi.

Thi gian thc hinNgn hng u tin tung sn phm mi ra.Khong 20 tun sau khi sn phm mi c tung ra.

Chi ph thc hinTn kem ch phi :nghin cu th trng, kho st th hiu ca khch hng, o to nhn vin,th nghim sn phm miGim c nhng chi ph lin quan.

Ri ro ca chin lcChu ri ro tht bi kh cao, v sn phm mi a ra th trng khng d dng c khch hng tip nhn ngay do tm l cn nhiu e ngi v cha quen vi s xut hin ca sn phm.

Gim c ri ro tht bi ca ngi i u, tuy nhin chu ri ro trong vic canh tranh tht bi vi ngi i u, thi gian thc hin mun nn c th mt mt th phn ln trn th trng.

II. V D V CHIN LC TIN PHONG1. Sn phm thnh cng ca chin lc tin phong: Th ATM t ph ca OceanbankHnh 2.1: Th ghi n ni a Oceanbank

Trong nm 2013 va qua ngn hng i Dng (Oceanbank) c tp ch Global Banking & Finance Review (Anh) trao tng danh hiu Ngn hng bn l tt nht Vit Nam. ng thi, s lng khch hng c nhn ca Oceanbank cng tng t 315.000 nm 2012 ln 509.000 nm 2013. Nhng thnh tu ny c c ch yu l do nhng sn phm tin phong c ngn hng trin khai trong nm, m trong c bit phi k n sn phm ATM t ph.y l sn phm thuc dng sn phm th ghi n ni a c ngn hng i Dng (Oceanbank) a ra th trng vo thng 5 nm 2013 vi tn gi ATM t ph. Trong khi nhiu ngn hng ang tng cng vic thu ph i vi vic rt tin qua th ATM th Oceanbank li tung ra sn phm mi ny.c im chnh l min ph rt tin ni ngoi mng 1 t ng trong thi hn 10 nm ti mng li vi gn 20.000 cy ATM ca Oceanbank v h thng Banknetvn, Smartlink v VNBC trn ton quc. Mc d c gii hn s tin v thi gian khng tnh ph rt tin nhng sn phm mi ny vn mang li nhiu li ch cho khch hng. Bi v i vi kh nhiu i tng khch hng, vic rt 1 t ng l tng i ln nn h s loi b c ph rt tin trong thi gian di. Cn vi cc khch hng c s lng tin rt ln th ATM t ph cng gip h tit kim c mt khon tin.

Bn cnh , th vn duy tr c nhng tin ch ca mt sn phm th ghi n ni a thng thng nh:

S dng dch v tr lng qua ti khon th an ton v hiu qu.

Chuyn tin sang ti khon khc trong h thng OceanBank.

Thanh ton hng ho, dch v ti cc im chp nhn th ca OceanBank v im chp nhn th ca cc ngn hng lin kt.

Gi v nhn tin t ti khon ti bt k chi nhnh, phng giao dch ca OceanBank.

S d trn th c hng li khng k hn.

Tra cu thng tin ti khon.

In sao k 05 giao dch thc hin gn nht.

c pht hnh ti a 2 th ph

Tin ch thu chi ti khon vi Thi hn thu chi: 12 thng

Li sut: p dng theo chnh sch li sut ca OceanBank trong tng thi k.

c u i, gim gi ti cc chui nh hng, khch sn, Spa, Resort c lin kt vi OceanBank.

Tin ch s dngti khon thng minh kt ni ti khon tit kim vi ti khon th.

Hnh 2.2: Chi tit vui v sn phm ATM t ph trn tp ch ni b ca Oceanbank

Nh vo nhng tin ch , th ATM t ph ca Oceanbank thu ht c rt nhiu s ch t cc khch hng.

Theo bo co thng nin nm 2012 ca Oceanbank, s lng th ghi n ni a pht hnh lu k n ngy 31/12/2012 l 152.801 th. Trong khi , th ghi n ATM t ph thu ht gn 50.000 th ch sau 6 thng, v t hn 100.000 th theo thng tin trn website ca Oceanbank ngy 02/03/2014.

2. Sn phm tht bi ca chin lc tin phong

a. Vietcombank Card (1993) v rt tin t ng ATM (1995)Vic chuyn sang nn kinh t hng ho nhiu thnh phn, vn hnh theo c ch th trng c s qun l v m ca Nh nc theo nh hng x hi ch ngha thc y mnh m cc loi hnh dch v mi trong hot ng ngn hng, p ng nhu cu ti chnh ngn hng cho mi thnh phn x hi. Kinh nghim cho thy, kinh t x hi cng pht trin th t l thanh ton dng tin mt s gim v t l cc cng c thanh ton khng dng tin mt ngy cng tng ln. Nm 1990, Ngn hng ngoi thng Vit Nam (VCB) l ngn hng u tin ca nc ta trin khai nghip v thanh ton th. Tuy vy thi im , VCB cha phi l thnh vin chnh thc ca mt t chc th quc t no m ch lm i l thanh ton th cho cc i tc nc ngoi. Do , y ch l bc khi u cc ngn hng lm quen vi cng c thanh ton mi i hi nhiu iu kin v trnh chuyn mn cng nh c s vt cht hin i.

Phi n ngy 10/04/1993, vi s ra i ca Quyt nh s 74/Q-NH1 ngy 10-4-1993 ca Thng c Ngn hng Nh nc: BAN HNH TH L TM THI V VIC PHT HNH V S DNG TH TM THI, VCB mi c Ngn hng Nh nc cho php trin khai th thanh ton u tin l Vietcombank Card. c pht hnh trn cng ngh chip, nhng kt qu loi th ny vn khng pht trin do mc u t qu ln v chi ph pht trin h thng my c th ti c s chp nhn th qu cao. Hn na my c th c sn xut theo chun quc t nn ch c th pht trin c th trng ni a c tnh cht ring l. trong khi th trng th Vit Nam cn qu mi m, mt mnh VCB khng sc u t pht trin c mt mng li rng ln bao gm pht hnh v thanh ton th.

Thm vo , nm 1995, theo s ch o ca Ngn hng Nh nc Vit Nam, VCB trin khai d n rt tin t ng ATM v cng khng pht trin c do cng ngh v h tng c s ngn hng cha pht trin theo kp, mc d tim nng th trng tng i ln.

Nghip v thanh ton th ra i khong nm 1990 trc khi VCB chnh thc pht hnh th vo nm 1993 theo s cho php ca Ngn hng nh nc. Qua cc d liu sau y c th thy rng khi mi hnh thnh, vic s dng v thanh ton th gp rt nhiu kh khn hn so vi nhng nm gn y:

Bng 2.1: Tng kt tnh hnh thanh ton th

Biu th hin s ph thu c t thanh ton th (nghn USD)(Ngun: Phng kinh doanh th NHNT 2002)b. Nguyn nhn tht bi

Chin lc tin phong trong vic pht trin th thanh ton ti Vit Nam ca VCB vo thi im cha c c nhng kt qu nh mong i c th l do nhng nhn t sau tc ng.

Vn

iu d nhn thy l vic pht hnh v thanh ton th i hi mt chi ph u t cao cho vic lp t nhng thit b v cng ngh hin i nh cc terminal u cui, my rt tin t ng ATM hay my thanh ton th ti cc im bn hng (POS). V vy, vn u t l iu kin u tin v quan trng nht i vi cc ngn hng ni chung v ca VCB ni ring trong bc u trin khai dch v th trn th trng.

Trnh k thut cng ngh ca ngn hng

Mt yu t khng km phn quan trng l trnh k thut cng ngh ca ngn hng. Nu h thng my mc thit b c trc trc v khng c khc phc kp thi th s gy ch tc trong ton b h thng. V vy, cung cp dch v th ng thi ngn hng phi m bo mt h thng k thut cng ngh hin i theo kp vi yu cu hin nay, l yu cu kh c th thc hin c vi VCB thi im .

Nhn lcL mt phng tin thanh ton hin i, th thanh ton mang tnh chun ho cao v c quy trnh vn hnh thng nht nn n i hi phi c mt i ng nhn lc c kh nng, trnh v kinh nghim tip cn, m bo cho quy trnh pht hnh, s dng v thanh ton th din ra mt cch thng sut, an ton v hiu qu, pht huy c nhng tin ch vn c ca th thanh ton. Nh vy, i vi mt hnh thc thanh ton mi v hin i nh Vietcombank Card th vn nhn lc p ng s vn hnh tri chy ca h thng l mt mt yu km ca VCB lc by gi.

Cc iu kin v mt x hi

Thi quen s dng tin mt ca cng chng: Th thanh ton rt kh c th pht trin trong mt x hi m chi tiu bng tin mt tr thnh mt thi quen c hu, kh thay i trong cng chng. Trn th gii, ti cc nc cng nghip pht trin, ngi ta mt hn na th k cng chng c th lm quen vi th thanh ton v cc tin ch do th mang li. V vy, s xut hin ca hnh thc ny qu mi m, thc s kh to ra c s thay i thi quen thanh ton trong mi ngi dn Vit Nam trong mt thi gian ngn.

Thi quen giao dch qua ngn hng: Th thanh ton l mt sn phm dch v do ngn hng cung cp. S thnh cng ca n ph thuc vo nim tin ca cng chng vo h thng ngn hng, t tng cng cc hot ng giao dch, m ti khon thanh ton ti ngn hng. Cng chng cn xa l, thm vo l s kh khn v c s vt cht trong lc thanh ton nh nu trn thc s rt kh cng chng tin rng y l mt phng thc thanh ton hiu qu hn tin mt.

Trnh dn tr: l mt phng tin thanh ton hin i, s pht trin ca th thanh ton ph thuc rt nhiu vo mc am hiu ca cng chng vi n. Trnh dn tr y c xem nh l cc kin thc v dch v ngn hng, kh nng tip cn v s dng th thanh ton, cng nh vic nhn c nhng tin ch m n mang li. Thi im , s thiu am hiu v phng thc thanh ton mi cng l mt phn nguyn nhn dn ti nhng kt qu khng mong i.

Cc iu kin v kinh t

S pht trin n nh ca nn kinh t: S d nh th l v pht trin kinh t lun gn lin vi thu nhp dn c m vic s dng th li ph thuc vo thu nhp. Khi thu nhp cao, nhu cu mua sm. du lch, gii tr ca con ngi cng cao hn rt nhiu v th thanh ton s p ng nhu cu ny ca h. Do , vi trnh pht trin v thu nhp thp nh nhng nm u thp nin 90 rt kh i hi cng chng c th s dng th thanh ton mt cch thng xuyn.

iu kin v khoa hc cng ngh

Th thanh ton s ch l mt tm nha bnh thng nu n khng c gn cc chip in t v nhng di bng t mang nhng thng tin cn thit, cng nh khng c kh nng thanh ton nu n khng c a vo my c th v h thng mng my tnh kt ni cc trung tm pht hnh v thanh ton.III. V D V CHIN LC PHN NG NHANH1. Sn phm thnh cng ca chin lc phn ng nhanh

a. B sn phm M1-ACCOUNT ca Maritime Bank

Chin lc kinh doanh ch yu tp trung vo khch hng cao cp cho ra i hng lot cc gi dch v cao nh Americia Express ca VCB, Sacombank Platinum ca Sacombank, VPBank Mastercard Platinum ca VPBank vi cc u i hp dn. Phn ng nhanh trc tnh hnh , Maritime bank cng kp a ra 1 sn phm ti u, mang nhng tin ch tt nht n tn tay khch hng- M1 Account.

B sn phm ny l s kt hp trn gi cc dch v: ti khon khng k hn li sut cao, dch v Internet Banking v Mobile Banking, min ph mi giao dch. B sn phm thanh ton M1 Account bao gm mt chic hp c thit k sang trng v bt mt, bn trong l khay cha th ATM v mt chic v da sang trng, tin li. Bn di khay l sch hng dn s dng, cc thng tin cn thit h tr khch hng.

Hnh 3.1: B sn phm M1 Account ca ngn hng Maritime Bank

M1 ACCOUNT l b sn phm a tnh nng vi nhng tin ch vt tri, kt hp trn gi cc dch v Internet Banking v Mobile Banking trong mt ln ng k.

Li sut

S d nh hn 20 triu ng: li sut 0%/nm.

Phn s d t 20 triu tr ln: Li sut 0.5%/nm.

Min ph

Th ATM: pht hnh nhanh chng (trong vng 10 pht k t khi ng k dch v).

Rt tin ti hn 12000 ATM ca Maritime Bank v cc ngn hng trong lin minh.

Min ph hon ton dch v Internet Banking, Mobile Banking bao gm c chuyn khon lin ngn hng.

Min ph mi giao dch ti quy bao gm c chuyn khon lin ngn hng.

Hn mc giao dch ATM ca Maritime cao nht Vit Nam

Rt ti a 30 triu/ln v 100 triu/ngy.

Chuyn khon ti a 100 triu/ngy.

V cc tn nng thng dng khc.

Dch v u tin

u tin thc hin giao dch.

Phng ring cho khch hng u tin.

T vn v chm sc bi i ng nhn vin chuyn nghip. b. Thc trng pht hnh th ca Maritime Bank Tn Bnh

hiu r hn v thc trng pht hnh th ca MARITIME BANK-TN BNH, ta nhn vo bng s liu sau:Bng 3.1: Tnh hnh tng trng th ca MSB-Tn Bnh ca cc nm 2010, 2011

VT: chic

Th ghi n6/201012/20106/201112/2011

S lngTng trng

(%)S lngTng trng

(%)S lngTng trng (%)S lngTng trng (%)

Ni a:

M-Money

M1ACCOUNT1900

400

150097,3

21,1

78,93165

660

250595,5

20,9

79,13670

835

283589,6

22,8

77,25230

1430

380087,1

27,3

72,7

Quc t522,71484,542810,477212,9

Tng1952100331310040981006002100

(Ngun: bo co tnh hnh kinh doanh th 20110,2011 ca MSB-Tn Bnh)Da vo bng 3.1 ta c th thy s lng th M1ACCOUNT c s tng trng mnh m trong hai nm va qua. Nu nm 2010 tng th ni a pht hnh l 5065 th th th M1ACCOUNT chim 79% tng ng vi s th l 4005. Ngoi ra, trong su thng cui nm 2010, lng th M1ACCOUNT pht hnh tng n 67% so vi su thng u nm.

Qua n nm 2011 t l th M1ACCOUNT pht hnh mi trn tng s th ni a pht hnh vn chim gn 75% v s th M1ACCOUNT pht hnh trong nm ny tng 65,66% so vi nm ngoi.

Bng 3.2: Tnh hnh kinh doanh doanh thu t th M1ACCOUNTVT: t ng

Tiu chNm 2010Nm 2011Thng 1/2012Thng 2/2012

6/201012/20106/201112/2011

S lng150025052835380068326974

Doanh thu8,2 11,817,63628,9634,3 t ng42 t ng

(Ngun: bo co kt qu kinh doanh ca MSB-Tn Bnh)

Nhn vo bng 3.2 trn ta thy s lng th v doanh thu t th M1ACCOUNT tng lin tc. So 6 thng cui nm vi 6 thng u nm 2010, doanh thu t th M1ACCOUNT tng trng 43% (t 8,2 t ng ln 11,8 t ng). Qua 6 thng u nm 2011 t l th tng 13% so vi 6 thng cui nm 2010 v tng 89% so vi cng k nm ngoi (t 1500 th ln 2835 th), doanh thu cng ln lt tng tng ng 49% (11,8 tng ln 17,636 t ng) v 115% (t 8,2 ln 17,636 t ng). n 6 thng cui nm 2011 t l tng trng th l 134% (t 2835 ln 3800 th) so vi 6 thng u nm 2011, doanh thu tng 64% (t 17,636 ln 28,96 t ng). So vi cng k nm ngoi t l tng trng th l 51%, doanh thu tng trng 145% (t 11,8 ln 28,96 t ng).

n thng 1/2012 s lng th t 6832, tng 197 th tc tng khong 2% so vi s lng th nm 2011. Bn cnh doanh thu t th n thng 1/2012 t 34,3 t ng tc t c 73,6% doanh thu ca c nm 2011. n thng 2/2012 s lng th l 6974 th, tng 142 th so vi thng 1/2012 tc tng khong 1,38%. Doanh thu l 42 t ng tng 7,7 t ng tc khong 22,4%.

y l mt trong nhng thnh cng ng khch l ca ngn hng, ng thi cng cho thy c hiu qu ca vic phn tch th trng, t a ra nhng chin lc ng nhanh vi th trng, a nhng sn phm mi n khch hng, p ng nhu cu cn thit v to ngun li nhun ln cho ngn hng.2. Sn phm tht bi ca chin lc phn ng nhanh: Th tn dng quc t Vietnam Airlines Techcombank Visa Platinum

Hnh 3.3: Th tn dng quc t Vietnam Airlines Techcombank Visa Platinum

Ngy 15/6/2012, ti H Ni, Ngn hng Thng mi c phn K thng Vit Nam (Techcombank) phi hp vi Tng cng ty Hng khng Vit Nam (Vietnam Airlines) ra mt th Vietnam Airlines Techcombank Visa Platinum.

c bit, khi thanh ton bng th Vietnam Airlines Techcombank Visa Platinum, khch hng c tnh dm thng vo ti khon Bng sen vng hng cc u i dnh cho hi vin chng trnh ny. Vi mi 20.000 ng gi tr chi tiu trn th, khch hng c cng 1 dm GLP vo ti khon. Lm th tc bay ti quy hng thng gia. Tng thm 10% dm GLP khi bay cng Vietnam Airlines v lin minh Skyteam. Hnh l qu cn 10kg. u tin ln my bayu tin xp ch trong trng hp my bay tr chuyn. hng cc u i k trn, khch hng phi xut trnh th hi vin hng Titan ca GLBn cnh , Techcombank phi hp vi Cng ty Bo him Chartis dnh tng khch hng chng trnh bo him du lch ton cu Travel Guard ln n 10,5 t ng.Ngoi nhng quyn li trn, th Vietnam Airlines Techcombank Visa Platinum cng mang li cho khch hng nhiu u i ti nh hng, khch sn, siu th... Ch th c th thanh ton ti hn 30 triu im giao dch Visa rt tin ti hn 2 triu my ATM trn ton th gii. c bit, trong nhng trng hp t xut, ch th c th s dng dch v ng tin mt khn cp ln n 2.000 USD.

Th Vietnam Airlines Techcombank Visa Platinum l sn phm th quc t duy nht ti Vit Nam cung cp dch v Concierge v Lifestyle (dch v cung cp thng tin v h tr sp t thi gian, a im cho khch hng khi i du lch, gp g i tc trong kinh doanh, s dng dch v y t)bng ting Vit v ting Anh c th tr gip khch hng tt nht k c trong iu kin khn cp.Bng 3: So snh trc tip vi sn phm tin phong l th tn dng quc t Vietcombank Vietnam Airlines Platinum American Express

Tiu chTh Vietcombank Vietnam Airlines Platinum American ExpressTh Vietnam Airlines Techcombank Visa Platinum

1. Thi gian ra mt18/4/2012 l bc pht trin tip theo ca Visa Platinum ra i t nm 2005.15/06/2012

2. i tng khch hngKhch hng thu nhp caoKhch hng thu nhp cao

3. iu kin pht hnh thp ng c cc yu cu v iu kin pht hnh ca VietcombankThu nhp ti thiu 20 triu ng/thng

4.S th ph c pht hnh ti a3 th2 th

5. Cc loi ph khc

- Ph thng nin800.000 VND/th950.000 VND/th

- Ph pht hnh thMin ph500.000 VND/th

- Ph cp li thMin ph200.000 VND/th

- Ph chuyn i ngoi t2.4% gi tr giao dch2.5% gi tr giao dch

- Ph sao k20.000 VND cho chi nhnh VCB v 80.000 VND cho chi nhnh khc80.000 VND

- Cc loi ph khcTng i ging nhauTng i ging nhau

6. u i

- Mua sm v dch v- Tr thnh hi vin ca GLP (Golden Lotus Plus), c mua th GFC (Golf Fee Card) ca cng ty Golf Tours St Andrews GmbH. c tng th thnh vin Priority Pass vi c quyn vo phng ch VIP v s dng dch v ti cc sn bay trn th gii thuc chng trnh Priority Pass Limited

- u i gim gi ti cc n v nhn th ca t chc th quc t American Express, v cc n v nhn th ton qucTr thnh hi vin ca GLP

u i gim gi, mua sm ti cc n v trong nc

- Hng khng- c cng 1.5 dm bay mi 21000 VN doanh s s dng th.

- Nu s s dng th bao gm c th chnh v ph t t 500 triu th c cng 5000 dm bay.

- Gia hn th s c cng thm 1000 dm bay.c cng 1 dm bay GLP mi 20000 VN doanh s s dng th

7. Bo him

- Sc kho, tnh mngBo him tai nn ln n 21 t VN/ngi hay 42 t VN/gia nh v c xa d n th tn dng ln n 105 triu VNGi tr bo him tai nn ti a l 10,5 t VN

- Tht thot, mt mt ti snCc mc chi tr tng i ging nhauCc mc chi tr tng i ging nhau

K t khi ra i n nay c v nh th tn dng quc t Vietnam Airlines Techcombank Visa Platinum vn cha p ng c k vng l mt sn phm phn ng nhanh nu xt tng quan vi sn phm chin lc tin phong l th Vietcombank Vietnam Airlines Platinum American Express. R rng Techcombank tung ra sn phm ca mnh nhng cha c chun b c th nh Vietcombank. K t khi tung ra sn phm n nay, trong khi Vietcombank thng xuyn c nhng i mi cho sn phm ca mnh nh tung ra cc hnh thc khuyn mi tng tin, s dm bay, v my bay, gim dn cc loi ph, u i khi m thm nhiu th ph th Techcombank vn hu nh khng c nhiu chin lc thay i sn phm c th cnh tranh vi sn phm t Vietcombank. Trong bo co thng nin nm 2012 ca Vietcombank cng ch ra c s thnh cng: hot ng kinh doanh th mng th tn dng quc t tng trng vi doanh s 20%. Cn vi bo co thng nin nm 2012 ca Techcombank th mng th tn dng quc t khng c bo co tng trng, cng l tn hiu bc u cho thy s khng thnh cng trong chin lc phn ng nhanh mng th tn dng quc t ca Techcombank m c th y l th Vietnam Airlines Techcombank Visa Platinum.IV. KT LUN

1. Kt lun

Qua cc v d trn, chng ta c th thy vic la chn c chin lc pht trin sn phm l v cng quan trng v kh khn. Cc ngn hng cn nghin cu tht k lng cc nhn t bn trong v bn ngoi la chn chin lc ph hp nht. Bn cnh , do c th ca sn phm ti chnh l vic ngi dng kh cm nhn c s khc nhau gia cc loi sn phm, cc ngn hng cn c chin lc c th a sn phm mi n vi ngi tiu dng.2. Ti liu tham kho

1. Trnh Quc Trung (2013), Marketing Ngn Hng2. oceanbank.vn

3. vietcombank.com.vn

4. msb.com.vn

5. techcombank.com.vnHnh 3.2: Th ghi n ni a M1 Account

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