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 qu[.]
Trang 1T 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
Trang 2eua 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
Trang 3cao 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
Trang 4cde 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:
Trang 5y^
[ci_.i,,^,(.„|
1
I M^cneu ]
1
{^ , d w g , .,.,.[
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
Trang 6(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