Giải pháp truyền thông nâng cao hiệu quả hoạt động vay tiêu dùng tại ngân hàng Eximbank chi nhánh Mỹ Tho

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KHOA QUAN TRJ KINH DOANH

CHAU THJ HOAI LINH

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CHUYEN DE THUC TAP TOT NGIDEP

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GIAI PHAP TRUYEN THONG NANG CAO HIEU

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- QUA HO�T DQNG VAY TIEU DUNG T�I NGAN

· HANG EXIMBANK CHI NH.ANH MY THO

TR�!IG C!I llQC I.:� TP.KCI.I

Khoa: Quan tri kinh doanh

Chuyen nganh: Marketing

Giang vien hu6ng d�n: Th.s Huynh Hc_1nh Phuc

TP. H6 Chi Minh, ngay 28 thang 12 niim 2017

LOI CAMON

DB c6 duqc ki@n thuc hoan thanh bai bao cao chuyen d� thµc t{tp nay, trucrc h@t toi

xin giri lai cam on chan thanh va tri an sau site d@n Ban Giam hi�u, quy Thfiy Co truong

_D;.ii hQc Ma TP. H6 Chi Minh da giup da, t;.to diSu ki�n cho toi hoan thanh qua trinh thµc

, :,, �P- Di_ic bi�t, toi xin giri lai cam on sau site d@n Thfiy Huynh H;.tnh Phuc, Thfiy da tn_rc

ti@prhuang dfin va t{tn tinh chi d;.iy, cung d.p cho toi nhiSu ki@n thuc dB toi co thB hoan

,thi�n bao cao thµc t{tp cua minh.

Ben c;.inh d6, toi ciing xin chan thanh cam on Ban Giam d6c Ngan hang Eximbank

chi nhanh My Tho, quy anh chi Hinh d;.io va cac can be'.} nhan vien phong tin dvng da t;.io

·�. ( diSu ki�n thu�n lqi cho toi duqc thµc t{ip t;.ti CCY quan va h@t long h6 trg toi. E)�c bi�t, xin

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• cam on anh Tnln Minh Kha - Truang phong tin dgng khach hang ca nhan, luon huang

dfin t{in tinh cho toi hoan thanh t6t qua trinh thµc t{ip t;.ti CCY quan.

Toi xin chuc Quy thfiy co truong D;.ii h9c Ma TP.H6 Chi Minh duqc d6i dao sue

khoe, hoan thanh t6t cong tac cua minh, dao t;.io them nhi@u th@ h� sinh vien tat nang. Xin

.chuc 1oan thB nhan vien Ngan hang Eximbank My Tho th�t nhi@u sue khoe, thanh d;.it

trong cong vi�c va Ngan hang Eximbank My Tho ngay cang phat triBn trong ho;.it dc'.}ng

kinh doanh va nang cao uy tin tren thi truong.

Trong qua trinh nghien ciru va thµc hi�n dS tai, vcri v6n ki@n thuc con h;.in h�p nen

'khong thB tranh khoi nhiing h;.in ch@, thi@u sot cfin phai b6 sung va hoan thi�n. R�t mong

- oo�n duqc nhfrng nh�n xet va g6p y cua quy Thfiy Co cung Ban Hinh d;.io Ngan hang

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, Eximbank My Tho.

Tp. H6 Chi Minh, ngay 28 thang 12 niim 2017

Sinh vien thµc hi�n

Chau Thi Hoai Linh

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NHAN XET CUA DON VI THUC TAP

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Ti�n Giang, ngayoR.o�_ang 12 na�Ol 7

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Nll4N XET CUA GIA.NG VIEN HUONG DAN

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Xac nh�n cua Giang vien hu6ng dftn

111

Ml}C Ll}C

,. � ,. PHAN 1: MO DAU ···············�··· ................................................................................................................................................................................ 1

1.1. LY DO CHON DE TAI ............................................................................................. l

1.2. M{JC TIEU, PH�MVI, PHUdNG PHAP THljC HI:SN BAO cAo THljC T!}>

_ TOT NGHI:SP ................................................................................................................... 2

, , 1.2.1. M\lC tieu ............................................................................................................. 2

. ·J'l.2.2. Ph�m vi. ............................................................................................................. 2

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1.2.3. Phuang phap thvc hi�n bao cao ............. ; .......................................................... 2

'.' 1.3. MO TA Vl TRI THljC T!P ..................................................................................... 2

1.3.1. Vi tri ihvc t�p ............................................................... : .................................... 2

,�. , 1.3 .2. Mo ta cong vi�c thvc t�p ................................................................................... 2

1.3.3. Nhung thu�n lqi, kh6 khan trong qua trinh th1Jc t�p ......................................... 3

1 .4. Gidr THr:eu KET cAu BAI BAo cAo ................................................................. 4

PHAN 2: THUC

. TRANG

. . . HOAT DONG VAY TIEU DUNG TAI

. EXIMBANK MY

THO ................................................................................................................................................................. � ................................................................ , ................. 5

2.1.TONG QUAN VE CHI NHANH EXIMBANK MY THO ........................................ 5

2.1.1. Lich su hinh thimh va phat triSn cua Eximbank My Tho .................................. 5

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.� \ . 2.1.2. T:1m nhin va SU m�nh ........................................................................................ 6

2.1.3. San phdm chinh cua Ngan hang ........................................................................ 6

' . 2.1.4. T6 chuc ho may quan ly .................................................................................... 7

2.1.4.1. Scr d6 ccr du t6 chuc cua Eximbank My Tho ............................................. 7

2.1.4.2. Chuc nang cua cac phong �an ..................................................................... 8

2.1.4.3. Ca du nhan S\l' cua ngan hang ········································ .......................... 10

2.1.5. K�t qua ho�t dong kinh doanh ........................................................................ 11

2.1.6 Phan tich moi tnrang ........................................................................................ 17

2.1.6.1. Phan tich moi tnrang vi mo.� ..................................................................... 17

2.1.6.2 Phan tich moi tnrang vi mo ........................................................................ 18

2.1.7 Phan tich SWOT .............................................................................................. 22

2.2. THljC TRANG HO� T DONG TRUYEN THONG CUA SAN PHAM VAY TIEU

: DUNG T�I NGAN HANG EXIMBANK MY THO ..................................................... 24

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2.2.1. Phan khuc thi truong va h,ra ch9n thi truong ID\IC tieu ................................... 24

2.2.1.1. Phan khuc thi truong va h,ra ch9n thi tnrong ID\IC tieu .............................. 24

2.2.1.2. 0jnh vi thuang hieu ................................................................................... 26

2.2.2. Phan tich ho:.it d9ng truySn thong san ph:im vay tieu dung cua ngan hang

Eximbank My Tho ..................................................................................................... 27

�,.. 2.2.3. Phan tich chiSn luge Marketing h6 trg ho:.it d9ng truySn thong �in ph:lm vay

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' •. : . tieu dung cua ngan hang Eximbank My Tho ............................................................ 35

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2.2.3.1. Chinh sach san pham .................................................................................. 35

2.2.3.2. Chinh Sa.ch gia ···················· ....................................................................... 38

i2.3.3. Chinh sach phan ph6i ................................................................................ 38

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1PHA.N 3. GIAI PHAP TRUYEN THONG NANG CAO mtu QUA H04-T D()NG

,'. VAY TIEU DUNG TAI NGAN HANG EXIMBANK MY TH0 ................................ 40

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•. 3.1. MlJC TIEU ...................... ; ....................................................................................... 40

3 .2.1. M\IC tieu truySn thong .................................... ·········· ....................................... 40

3 .1.2. 06i tugng fil\IC tieu .......................................................................................... 40

3.2. THONG 01$P TRUYEN THONG ........................................................... : ............ . 42

, ,<' 3.3. BE XUAT BQ NH�N DI$N THU'dNG HI$U EXIMBANK .............................. .43

3.3.1. Danh thiSp ................................................................................................... .., .. 43

3.3.2. Bia scr mi, tai Heu vS san ph:lm dich V\l cua Ngan hang ................................ . 45

3.3.3. PhuO'llg tien di 1:.ti ............................................................................................ 46

3.4. XAY Dl)'NG CHIEN DlCH TRUYEN THONG ................................................... . 47

i'.' 3.4.1. Lva ch9n phucrng tien truySn thong ............................................................... .47

3.4.2. N9i dung thvc hien chiSn djch truySn thong .................................................. . 47

3.4.2.1. Giai do:.in 1: Chu.in bi (1/11/2017-21/1/2018) ...................................... .49

3.4.2.2. Giai do:.in 2: Thgc hien chiSn djch (22/1/2018 -22/4/2018) .................... 55

3.4.2.3. Giai do:.in 3: T6ng kSt (23/4/2018 -30/4/2018) ........................................ 73

3.4.3. Xay d\!llg ngan sach ........................................................................................ 73

3.4.4. Banh gia .......................................................................................................... 75

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PHAN 4. KET LU4,N ........................................................................................ ; ............. 76

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'J?"AI LI:eu THAM KHAO .•.••••••••••••••••••••.••••••••••••••••••.••••.•••••••.••••••••••••••••••••••••••••.•••••••••••• 77

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Tai san dam bao

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DANH Ml}C BANG BIEU, BIEU BO

TEN

Bang 2.1: KSt qua ho?t d()ng cho vay tieu dung t?i Eximbank My Tho

qua cac nam 2016, 2017

BiSu dd 2.1: BiSu dd the hi�n kSt qua hol.}t d9ng cho vay tieu dung t?i

Eximbank My Tho qua eac nam 2016, 2017

. Bang 2.2: Ca diu du nq tieu dung phan theo san pham tin d1,ll1g nam

2017

Bi€u d6 2.2: BiSu dd thS hi�n ca d.u du llQ' tieu dung phan theo San

phfim tin d1_mg nam 2017

Bang 2.3: Phan lo?i du nq tieu dung theo ki h?n

Bi Su d6 2.3: Bi Su d6 phan lo?i du nq tieu dung theo ki h?TI

Bang 2.4: Du nq vay tieu dung theo tai san dam bao

BiSu dd 2.4: BiSu.dd du nq vay tieu dung theo tai san dam bao

Bang 2.5: Bang so sanh vs vi thS thuang hi�u, chat luqng san phfim￾dich V\l, sd luqng chi nhanh -phong giao dich cua Eximbank so voi 3

df>i thu c?flh tranh

Bang 2.6: Ma tr�n SWOT cua Ngan hang Eximbank My Tho

Bang 2.7: Cac mue tiSn khuySn mai chuang trinh "Qua t�ng vang

thang 4"

Bang 2.8: M()t sd ho?t d()ng PR tieu bi6u cua Eximbank nam 2017

Bang 3.1: Timeline d1_rkiSn cho chi8n dich "Thoa sue vay-Voe ma

trong tfim tay" theo 3 giai do?n ,

Bang 3.2: K€ ho?ch ngan sach d1_r kiSn cho chiSn dich Marketing

"Them sue vay - U' 6e ma trong tfim tay'' .

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48-49

73-74