Xây dựng kế hoạch PR cho ngân hàng sài gòn thương tín chi nhánh an giang giai đoạn 2013 2014

Bg quang ba thuong hieu co the thong qua nhieu hinh thtic nhu: quang cao, PR, khuyen mai, ban hang truetigp...Vdi xu thg phat trign nhu Men nay thi PR la mot trong nhung cong cu dedua th

LLong Xuyen, thang 05 nam.2013

KHOA LUAN TOT NGHIEP DAI HOC

XAY DlTNG KE HOACH PR CHO NGAN HANG SAI GON THTTGNG TIN

CHI NHANH AN GIANG GIAIBOAN 2013 - 2014

Chuyen nganh: Tai chfnh - Ngan hang

Sinh vien thyc hien: NGUYEN KIM CI/ONG Lop: DH10NH Ma s6 SV: DNH093170 Giao vien hmrag dan: Th.S NGUYEN VU THUY CHI

\

TRUtfNG DAI HOC AN GIANGKHOA KINHTE - QUAN TRIKINH DOANH

soS^ud Q oaoscs1

Ngucri chlm, nhan xet 2:

{Hq ten, hqc ham, hoc v; va chit ky)

Nguai cham, nhanx^t 1:•

{Hq ten, hop ham, hqc v; va chic ky)

Ngudi huang din: Th.S Nguyln Vu Thuy Chi

(Hq ten, Hqc ham, hpc vj va chvc ky)

CONG TRINH BI/0C HOAN THANH TAI KHOA KINH T6 - QUAN TRIKINH DOANH

BAJ HOC AN GIANG

Nguyen Kim Cuo'ng

Hoan thanh khoa Iuan nay d6i vai t6i la mpt thanh cong rt 1cm, bencanh nhung no lire vucrt qua kho khan va co gang cua ban than la sugiup da, tao dieu kien cua nguai than, thay co va ban be

Tnidc nhat toi muon giii lai cam an den gia dinh toi, nhiing nguai daluon yeu thuang, quan tam, dpng vien va ti^p them ngudn dong luccling nhu tao moi di^u kien dk toi duac hoc tap va phat tri^n nhu

ngay horn nay.

Qua 4 nam theo hoc tai truang Dai hoc An Giang, xin gui lai cam on.d^n quy thly co, dac biet la quy My co Khoa Kinh TS - Quan TriKinh Doanh da truyen dat nhftng ki^n thuc, kinh nghiem giup toitimg buac trang bi'cho minh dupe nhtrng ky n^ng c^n thiSt va ki^nthiic chuyen mon d^ lam h^i trang cho minh:trong cupc s6ng Dacbiet, xin giii lai cam an chdn thanh den nguai huang din cua toi -Th.S Nguyen Vu Thuy Chi - po da danh nhi^u then gian d nhiet tinhhuang dan va giup d& toi trong suot thai giap thuc hien khoa Iuan.Toi cung xin gui lbi cam an den Ban Giam D6c ngan hang va toanthe cac anh, chi cua cac phong b^n Ngan hang TMCP Sai GonThuang Tin - chi nhanh An Giang <ia tao dilu kien, nhiet tinh huangdan, cpng cap so lieu dl toi co M hoan thanh t6t thuc tap va khoaIuan tot nghiep

Qua day cung cam an den tat ca cac ban be da giup d& toi trong quatrinh hoc tap va dong g6p nhung y kiln d^ toi hoan thanh t6t khoa

Iuan cua minh.

Chile tat ca mpi ngiroi luon luon vui klibe, thanh cong va may

mln trong cupc sdng '

Xin chan thanh cam on!

LOT CAM ON

TOM TAT

Ngay nay, throng Meu dupe vi nhu tai sari vo hinh, 14 ddu dn khac Met giupkhach hang an tarn va tin tudng trudc khi sii dpng san phim, dich vu Dae biettrong llnh vtrc ngan hang thi mot ngan hang chi co the hoat dpng neu khach hangtin tudng va tao lap cac quan he giao dich, vi the quang ba thuong hieu la motcong viec cdn thigt va ngay cang co vai trd quan trong Bg quang ba thuong hieu

co the thong qua nhieu hinh thtic nhu: quang cao, PR, khuyen mai, ban hang truetigp Vdi xu thg phat trign nhu Men nay thi PR la mot trong nhung cong cu dedua thuong hieu di who long khach hang, mang lai nhieu thanh cdng trong congtac quang ba thuong hieu va ngay cang dupe cac doanh nghiep quan tarn Nhanthuc dupe tam quan trpng do nen toi da chpn de tai: "Xay dpng ke hoach PR choSacombank - chi nhanh An Giang giai doan 2013 - 2014"

Be tai nay dupe ngjiien cuu nham tim higu ve hoat dpng PR ciiaSacombank chi nhanh An Giang trong giai doan 2010 — 2012 va do hrong miic

dp nhan biet cua khdeh hang An Giang voithuong hieu Sacombank, tu do xaydung kg hoach PR cho Sacombank An Giang giai doan 2013 - 2014 Phuongphap nghien cuu dupe thuc hi^n thong qua 2 buoc: nghien cuu so bp va nghiencun chinh thtic, chpn mlu theo pl\uotjg phap hap mile, vdi cb mlu la 150 Sau do

du lieu se dupe xil ly va phan tich blng ph&i mgm Excel va SPSS 16.0

Ket qua nghien cuu cua de tai pho thay muc dp nhan biet cua nguoi dan

An Giang vbi thuong hieu Sacombank kha cao, khi nhic dgn thuong hieu nganhang, ty le dap vien nghT ngay den thuong hieu Sacombank la cao nhat chiem43%, d cap dp khong nhac ma nho, ty le dap vien lua chpn Sacombank la 6% va

a cap dp nhac de nhd thuong hieu co 44% dap vien biet den Sacombank Thongqua ket qua nghien cuu va hoat dpng PR dupe thuc Men trong then gian qua, tienhanh xay dung kg hoach PR vdl cac chuong trinh cu thg:

-Giai viet da "Cung Sacombank chay vi siic khoe cong dong": nhamkhuygn khich tinh than ren luyen sure khoe trong cong dong dan cu

-Hoc bong "Sacombank - I/cm mam cho nhung udc ma": tao dpng luc

vg vat chat va tinh than cho cac em hpc sinh, sinh vign co hoan canh kho khanbiet vuon Ign trong hpc tap

-Chuong trinh "Mai dm Sacombank": giiip do nhung ho gia dinh khokhan co mai am, giup ho co digu kien song tot hon

-Tai trp chuong trinh "Tu van tuygn sinh - huong nghiep 2014": duathong tin vg tuygn sinh kip thai, giai dap nhung thdc mdc cua cac ban thi sinh

-Hoi thao "Cung Sacombank vay v6n nhanh va su: dung vgn vay hieuqua": giup khach hang hidu ro hqn cac thu tpc cho vay va cimg chia sg nhimgkinh nghiem trong viec su dung von vay hieu qua

Dg tai se la tai lieu tham khao co y nghla thuc tiln doi vdi Sacombank AnGiang trong viec xay dung va thuc Men cac kg hoach, chuong trinh PR, gop phandua thucmg hieu Sacombank ngay mot gan hon vdi khach hang cung nhu giQvung va nang cao vi thg canh tranh cua minh trong tuong lai

Myc Lye

CHUONG 1 TONG QUANi1

1.1.Co s^ hinh thanh dg tai11.2.Muc tieu nghign ciiu21.3.Pham vi va d6i tugng nghien ciiu21.4.Phuongphap nghign ciiu21.4.1.PhuongphdpthuthapdQligu:21.4.2.Phuongphap xir \</ so ligu:31.5.Y nghia nghien cixu3

1.6.Bo cue nghien ciiu3

CHlTONG 2 CO Sd LY THUYET VA MO HINH NGHIEN CUU5

2.1.Tingquanvi thuong hieu52.1.1.Khai mem thucng hieu:52.1.2.Thanh phan ciia thuong hieu:62.1.3.Vai tro ciia thuong hieu doi voi doanhnghiep:62.2.Thuong hieu ngan hang7

CHITONG 3 TONG QUAN VE NGAN HANG SAl GON THUONG TIN CHI NHANH AN GIANG18

-3.1.So luge vg ngan hang Sai Gon Thuong Tin (Sacombank)183.1.1.So luge vg Sacombank183.1.2.Sii menh - Tim nhin - Gia tri c6t loi ciia Sacombank193.2.T6ng quan vg Ngan hang Sai Gon Thuong Tin - Chi nhanh An Giang203.2.1.Gioithieu203.2.2.Co cau t6 chiic va nhiem vu cac phong ban213.2.3.Kit qua hoat dong ciia Sacombank An Giang giai doan 2010 - 2012 243.2.4.Kg hoach kinh doanh Sacombank - chi nhanh An Giang nam 201325

CHlTONG 4 PHUONG PHAP NGHIEN CUU27

4.1 Thiit ki nghign ciiu:27

4.2.Quy trinh nghien ciru:.'28

4.3.Phuang phap thu thap va xii ly s6 lieu:294.3.1.Du lieu thii c^p:,29

4.3.2.Du lieu sa cip:,29

4.4.Thong tin mlu:314.5.Tiin do nghien cuu:32

CHlTONG 5 HO ^T BQNG PR ClIA SACOMBANK - CHI NHANH AN GIANG GIAIDOAN 2010 - 2012 VA KET QUA NGHIEN CUU34

5.1.Hoat dpng PR cua chi nhanh giai doan 2010 - 2012:345.2.Kit qua nghien cuu vi muc dp nh|n bifit thuong hieu Sacombank:385.2.1.Thuong hieu dupe nhan biit diu tien:38

5.2.2.Khong nhic ma nha thuang hieu:'.38

5.2.3.Nhic cti nha thuang hieu:395.3.Cdc yiu t6 nhan biit thuang hieu ngan hang:405.3.1.Cac yiu t6 nhan dang thuang hieu:405.3.2.Cac yiu t6 phan bi^t thuang hieu:435.4.Cac cong cu truyen thong va su khac biet trong viec lira chpn theo cac

biin nhan khiu hoc:45

5.4.1.Cac cong cu truy^n thong455.4.2.Sir khac biet trong viec lira chpn c6ng cu truygn thong theo cac biennhan khiu hoc:47

CHUONG 6 K^ HOACH PR CHO SACOMBANK AN GIANG GIAI

DOAN 2013 -2014:51

6.1.Sa lupc vi ki hoach PR51

6.1.1.Doi tupng muc tieu51

6.1.2.Muc tigu chung cua kg hoach PR516.i.3.Kgnhtruygntai thong diep526.1.4.Thong diep truygn tai526.1.5.Npi dung ke hoach526.2.Ke hoach PR chi tigt:546.2.1.Giai viet da "Cimg Sacombank chay vi sue khoe cong dong"54

6.2.2.Hpc bong "Sacombank - LTom mam cho nhirng uac ma"56

6.2.3.Chuang trinh "Mai am Sacombank"596.2.4.Tai trp chuang trinh "Tu van tuygn sinh - huang nghiep 2014"616.2.5.Hoi thao "Cimg Sacombank vay von nhanh va su dung von vay hieu

qua'^' /.1.'.'64

6.3.T6ng chi phi cho ca kg hoach PR giai doan 2013 - 2014676.4.Kiim tra, danh gia kit qua cua kg hoach PR'676.4.1.Dinh tinh676.4.2.Dinh hrong68

CHITONG 7 KET LUAN;69

7.1.Giaithieu697.2Kitluan:69

7.3.Kinng_hi:•.;70 7.4 Heui ch6 cua &k tai: 71

TAI LIEU THAM KHAO;

PHVLUC

Hinh 2.1: So &b minh hoa qua trinh PR11Hinh 2.2: Qua trinh hoach dinh theo cac budc logic: 13Hinh 2.3: Mo hinh nghien cilu16Hinh 3.1: Co cau t6 chile cua Sacombank An Giang 21Hinh 3.2: K6t qua hoat dong cua Sacombank An Giang giai doan 2010-2012 24Hinh 4.1: Quy trinh nghien ciiu28Hinh 5.1: Thuong hiu ngan hang durqc nhan biSt dlu tien38Hinh 5.2: Thuong hi^u ngan hang khong nhac ma nhd38Hinh 5.3:NhScdnhdthuong hieu39Hinh 5.4: Muc do nh^n biet thuong hieu Sacombank39Hinh 5.5: Nhan dang thuong hieu th6ng qua cac nguon th6ng tin tham khao40Hinh 5.6: Mile do quan tarn cac ngu6n thong tin tham khao40Hinh 5.7: NhOng ySu t6 anh hudng den viec lira chpn thuong hieu41Hinh 5.8: Nhan biet thuong hieu thong qua cac hoat dong tai trp42Hinh 5.9: Mile do quan tam ve cac hoat dong tai trp42Hinh 5.10: Cac ygu t6 phan biet thuong hieu43Hinh 5.11: Phan biet Slogan Sacombank43Hinh 5.12: Phan biet mau sic dong phuc nhan vien Sacombank44Hinh 5.13: Phan biet Logo Sacombank44Hinh 5.14: Cac kenh truyen hinh dupe xem nhieu45Hinh 5.15: Thoi gian thuong xem tivi trong ngay45Hinh 5.16: Cac loai bao doc ph6 biSn46Hinh 5.17: Su quan tam cua dap vien doi vdi mot so cong cu truyen thong46

DANH M^C HINH

Bang 3.1 KS hoach kinh doanh cua Sacombank An Giang nam 201325Bang 4.1: Dan s6 cac huyen thi thanh cua tinh An Giang 2011 va cS mau nghienciiu30Bang 4.2: Thong tin ve mau nghien cuu31B^ng 4.3 :Ti6n do nghien ciiu33B^ng 5.1: Danh sach cac truang THPT duac Sacombank tai tra hpc b6ng nam

2011 va 201235

Bang 6.1: Khung thai gian thuc hien ki hoach PR giai doan 2013 - 2014 53Bang 6.2: K.& hoach truy^n thong giai viet da: "Cung Sacombank ch^y vi suekhoe cpng d6ng"55Bang 6.3: Ke hoach truyen thong chuang trinh hoc bong: "Sacombank - Uom

mam cho nhung uac ma"58

Bang 6.4: Ke hoach truyln thong chuang trinh "Mai am Sacombank"61Bang 6.5: Ke hoach truyen thong chuang trinh "Tu van tuyen sinh - huong

nghiep2014"63

B^ng 6.6: Ke hoach truySn thong chuang trinh hoi thao "Chng Sacombank vayvon nhanh va stir dung von vay hieu qua"66Bang 6.7: Kinh phi du ki^n cho ca kS hoach PR67

DANH MUC BANG

NHNN VN: Ngan hang Nha nude Viet Nam

PGD: Phong giao dich

PR: Public relations - Quan he cong chiing

Sacombank: Ngan hang thuong mai co phan Sai Gon Thirong TinTHAG: Tray^n hinh An Giang

THPT: Trung hoc ph6 thong

THVL: Truyen hinh VInh Long

TMCP: Thuong mai c6 phin

UBND: Uy ban nhan dan

DANH MUC TIT VIET TAT

1 'Kh6ng ng^y thing', Gidi thi^u[on-line] So van hoa thi thao vd du lich An Giang Dpc tit:

httv://sovhttdLaneiant;.eov.vii/iiitroduction.phv (dpc ngiy 12.04.2013)

SVTH: Nguyln Kim Cuong - DH10NH.1

1.1 Co- s& hinh thanh tfe tai:

Hien nay, nude ta dang tren da hpi nhap quoc te vdi nhung d6i mdi va phat

trien manh me ve cac mat kinh te, van hba, xa hoi, hba ciing xu the do thi ngan

hang thuong mai ciing dang co nhung bubc tiSn vugt bac, tra thanh mot trongnhung dinh ch tai chinh quan trpng va duac coi la huy^^t mach ciia nen kinh tSthj truong, gop phln quan trong: trong su phat trien kinh te cua d^t nude Khi nenkinh t6 co nhiSu thay ^d6i, thi ciing nhu tat ca cac nganh khac, nganh ngan hangciing phai linh hoat dS thich nghi vdi nhung sir bien dong ay Mat khac, khi soluong cac ngan hang thuong mai tang len nhanh chong, nhung ciioc canh tranhgitia cac ngan hang ngay cang quyet liet, manh me hon, thi viec xay dung thucmghiu co net dac trung rieng, tao dupe uy tin, su khac biSt la dieu kien quan trpngtrong chien lupc kinh doanh de ngan hang phat triSn va tu khang dinh minhtrudc nhting thach thuc

Ngan hang dupe biet den nhu la mot dinh che tai chinh vdi hoat dong tienthto la lam dai ly thanh toan, nhan, giu ho va cho vay, no dupe xem la nhilnghoat dpng xuong song cua mot ngan hang Ciing vi the ma mot ngan hang chi cothS hoat dpng dupe neu nhu co nhung khach hang tin tudng giii ti6n vao cac nganhang va tao lap cac quan hS giao dich Vay mpt cau hoi ^%X ra la tai sao kliachhang lpa chpn ngan hang ^ay ma khong lira chpn ngan hang kia? Cau tra ldi aday la thuong hieu se quyet dinh su lira chpn Mot thucmg hieu ngan hang t6t, co

uy tin, se dupe su tin cay ciia khach hang Vi vay co th^ noi rang thuong hieunhu mot ldi cam ket cua ngan hang vdi khach hang va vi^c xay dung chien lupcquang ba thucmg hipu nhu mot miii ten tan cong vao thi trudng, dua thuong hieuden gan vdi khach hang hon va de lai dau an trong tarn tri khach hang

An Giang la mot tinh tai ddng bang song Cuu Long, dang tren da phat trienmpi mat v^ kinh tg xa hpi, noi day da va dang thu hut va hinh thanh nhi^u hoatdpng thucmg mai - dich vu chuyen nghiep1, trong do cac hoat dpng tai chinh - tindung phat trien rat m^nh me vdi sir ra ddi cua hang loat ngan hang thucmg mpi vacac chi nhanh Vi vpy mdc dp canh tranh gianh thi phan gifta cac ngan hang taiday ngay cang gay gat, ddi hoi moi ngan hang phai cd nhung chien lupc xaydung thuong hieu, tao dupe sir tin tudng vdi khach hang mdi cd thi ton tai vaphat triln lau dai Va ddi vdi ngan hang TMCP Sai Gdn Thuong Tin- Chi nhanh

Chuang nay se trinh bay ca s& hlnh thdnh de tai, muc tieu nghien ciru,pham vi, ddi tuang nghien citu, phuffng phdp de thtfc Men nghien cuu Bencanh do, tdc gid con dua ra y nghia cua de tdi vd cudi ciing Id bo cue ndi dung

cua nghien cuu.

Xay dungkihoqch PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

CHl/ONG 1 TONG QUAN

SVTH: Nguyen Kim Cuang - DH10NH

Xay dung ke hoach PR cho Sacombank- chi nhanh An Giang giai doan 2013 - 2014

An Giang cung khong ngoai le, bSng he thing nhan dien thucmg hieu ciia minh,ngan hang da tao dirge uy tin, chiim dirge vi tri nao do trong tam tri ciia khachhang Nhimg trong moi tnrdng canh tranh ngay cang gay git thi viec xay dung kehoach quang ba thuong hieu c6 hieu qua la rat can thiet nham nang cao hon nQa

vi the canh tranh ciia ngan hang, gin gui vdi cpng ding va di vao long khachhang de co the phat trien lau dai

De xay dung mot thuong hieu thanh cong, de lai dau an thuong hieu trongtam tri khach hang-thi cd nhieu phuong thiic nhu thong qua hoat dong quang cao,khuyen mai, quan he cong chung (PR), tiep thi true tiep Trong do hoat dpng PRgiup thuong hieu dl di vao nhan thirc cua khach hang, hay cu thi hon la giiipkhach hang de dang lien tudng tdi m6i khi d6i dien voi mot thuong hieu, vi PRchiia dung luong thong tin da dang, phong ptui n^n di gay cam tinh va de dugccong chiing chap nhan Vdi nhung lgi ich thiet thuc tu hoat dgng PR mang lai thiviec quang ba thuong hieu blng each xay dgng ki hoach PR eg thi la rit hgp ly.Nhan thiic dugc tam quan trong va yeu cau ciia thuc tiin, tdi da chpn di tai:

"Xay dung ke hoach PR cho Sacombank - chi nhanh An Giang giai doan

2013 - 2014"

1.2.Muc tieu nghien cdn:

Muc tieu chung ciia de tai la xay dung ke hopch PR cho Sacombank - chinhanh An Giang giai doan 2013 - 2014 Can cu vao muc tieu chung, co 3 muctieu cu thi dat ra trong nghien cuu la:

-Tim hieu ve hoat dpng PR ciia Sacombank - chi nhanh An Giang tronggiai doan 2010-2012

-Do luong miic d^ nhan biet ciia khach hang An Giang voi thuo^g hieu

Sacombank.

-Xay dung ke hoach PR cho Sacombank - chi nhanh An Giang giai doan2013-2014

1.3.Pham vi va doi tnong nghien cd'u:

-Ve khong gian: De tai dugc thuc hien tren dia ban tinh An Giang

Ve thai gian: Dd tai dugc thuc hien trong khoang 3 thang (14/01

-16/04/2012).

-Doi tugng nghien ciiu ciia di tai la ki hoach PR cho Sacomb^nk -chinhanh An Giang giai doan 2013 - 2014

1.4.Phuong phap nghien cuu:

1.4.1 Phinmg phap thu thap du1 lieu:

-DO: lieu so cap: Thu thap do lieu thdng qua phdng van bang ban cau hoivai ca mau 150 theo phuang phap han miic tren dia ban tinh An Giang (ngoai trirhuyen Tri Ton va huyen An Phu, vi tai day chua co PGD cua Sacombank)

SVTH: Nguyen Kim Cuang - DH10NH

Xay dung kihoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

-DO lieu thO dip: Thu thap thong qua kg hoach, bao cao vg hoat dong PRgiai doan 2010 - 2012, kg hoach PR giai doan 2013 - 2014 cua Sacombank - chinhanh An Giang, bao cao kgt qua hoat dong kinh doanh 2010 - 2012

1.4.2 Phuong phap xu ly du lieu:

-SO dung phuong phap thOng ke mo ta dg do luang muc do nhan bietthuong hieu cua khach hang vOi Sacombank; kgt hop cac phuong phap so sanh,phan tich, d^nh gia dg tim hilu hoat dong PR Sacombank trong thoi gian qua TO

do xay dvmg ke hoach PR Sacombank - chi nhanh An Giang

-SO dung c6ng cu Excel vO SPSS 16.0 dg t6ng hop va phan tich cac du lieuthu (hap tO ban cau hoi

1.5.Y nghia nghien cuu:

Ket qua nghign cOu cua dg tai se la nguon thong tin (ham khao deSacombank An Giang co nhung dinh huong kip thai trong cong tac thuc hien kghoach PR, tu do dua thuong hieu Sacombank d8n gan hon nua vai khach hang,giup nang cao muc d nhan biSt cOa khach hang vai thuong hieu Sacombank, taodupe niem tin, moi quan he tot vOi khach hang va nang cao vi the canh tranh trgnthi truong

1.6.Bo cue cua nghien cuu:

Chtrong 1: Tong quan

Npi dung cOa chucmg nay la giai thieu ve: ca sa hinh thanh dg tai, muctigu, pham vi, doi tuong nghign cOu, phuong phap nghien cOu, y nghia nghign

cOu va bo cue cua dg tai.

Chuong 2: Ca sO Iy thuyet va mo hinh nghign cuu

Truth bay cac ly thuygt co lign quan vg thuang hieu, mOc dp nhan bigtthuong hieu, dinh nghia vg PR, mot s6 cong cu PR, kg hoach PR va cac buachoach dinh chuong trinh PR TO do lam ngn tang cho viec xay dung mo hinhnghign cOu

Chuong 3: Khai quat vl ngan hang Sai Gon Thuong Tin - chi nhanh

An Giang

Giai thieu sa luac vgqua trinh hinh thanh cOa Sacombank va giai thieu vgSacombank - chi nhanh An Giang

Chuong 4: Phuong ph^p nghien cuu

Chuong nay se trinh bay cu the cac buac cOa phuong phap nghign cOu, quytrinh nghign cOu, phuong phap thu thap va xO ly so lieu

Chuong 5: Hoat dong PR cua Sacombank - chi nhanh An Giang giaidoan 2010 - 2012 va ket qua nghien cun

SVTH: Nguyen Kim Cuang - DH10NH

Xdy dung id hoach PR cho Sacombank- chi nhanh An Gianggiai doqh 2013- 2014

Trinh bay cac hoat (long PR cua Sacombank trong giai doan 2010 - 2012 vaket qua nghien cun v6 do lufrng miic do nhan bi^t cua khach harig vdi thutmghieu Sacombank

Chuong 6: Xay du^g k hoach PR cho Sacombank - chi nhanh AnGiang giai doan 2013 - 2014

Lap ke hoach PR cho Sacombank chi nhanh An Giang cu the ve chuong

trinh, thai gian, ngan sach, npi dung cua hoat dong PR.

Chirong 7: Ket luan

Chucrng nay se trinh bay ket luan va mpt so kien nghi

2'Khong ngiy thing', Thuong hi^u [on-line] Wikipedia Dpc tir

http://vi.wikiDedia.org/wiki/Th%C6%B0%C6%A1ng hi%El%BB%87u tdocng^v 17.12.2012)

3Amber, T&C Styles 1996 "Brand Development vs New Product Development: Towards a

process Model of Extension" Marketing intelligence & Planning 14 (7): 10-19

SVTH: Nguyln Kim Cuang - DH1ONH

2.1 Tong quan ve thuong hieu:

2.1.1 Khai niem thiromg hieu:

Co rat nhieu khai niem ve thuong hieu:

Thuong hieu - theo dinh nghia cua To chiic so him tri tue the gioi (WIPO):

la mot diu hieu (htru hinh va vo hinh) dac biet dS nhan bilt mpt san ph^mhanghoa hay mot dich vu nao do dttoc san xuat hay dugc cung cap boi mot ca nhan

hay mot to chile.

Theo Philip Kotler: "Thuong hieu co the dugc hieu nhu la ten ggi, thudtngu-, bieu tugng, hinh ve hay su phoi hgp gida chiing dugc dung de xac nhan s^nphimcua nguoi ban va At phan biet vdi san phim cua d6i thu canh tranh".Thuong hieu la khai niem trong ngudi tieu dung ve san pham vdi dau hieu cuanha san xuat gan len mat, len bao bi hang hoa nh^m khing dinh ch^t lugng vaxuat xd san pham Thuong hieu thudng gin liSn vdi quyen sd huu cua nha sanxuat va thudng dugc uy quyen cho ngudi dai dien thucmg mai chinh thiic.2

Theo Amber & Styles da dinh nghia: "Thuong hieu la mot tap hgp cacthuoc tinh cung cap cho khach hang muc tieu cac gia tri lgi ich ma ho tim ki^m".Khi do, san pham lai dugc coi chi la mpt thanh phln ciia thucmg hieu, cd chucnang chu ydu la cung cap "gia tri Ipi ich tieu dung" cho khach hang Va cac thanhphan khac cua marketing - mix nhu gia ca, phan phdi hay truySn thongmarketing la nhung ydu to hay cong cu tao nen mpt thucmg hieu ndi ti^ng tren thi

trudng ma thoi".3

Nhung nhin chung chung ta cd thd thiy thucmg hieu la dai dien cua mot tap hgp cac thupc tinh htru hinh va cac thupc tinh vo hinh cua san pham va doanhn'ghiep tren thi trudng Cac thupc tinh huu hinh thupc vh vat chit cua san phim

va la nhung gi khach hang cd thi cam nhan dugc bing thi giac, dap ling chokhach hang loai nhu cau: nhu cau ve chuc nang, cung cap gia tri lgi ich ca bancua san pham Cac thupc tinh vo hinh ciia thuong hieu con dap ling ca loai nhu

Tiep theo se Id chuong cff s& ly thuyet va mo hinh nghien cuu Chuangnay se trinh bay cdc khdi niem ve thuong hieu, thuomg hieu ngdn hang, mice donhan biet thucmg hieu; ly thuyet ve PR, ban chat cua PR, lap ke hoach PR vetcdc budc hoach dinh chuang trinh PR Tit nhung ca so ly thuyet nay lam tien

de cho tdc gid dua ra mo hinh nghien cicu xay dying ke hoach PR choSacombank chi nhdnh AG giai doan 2013 - 2014

Xay dungke hoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

CHlTONG 2 CO SOf LY THUYET VA MO HINH NGHIEN CUU

4Truang DlnH Chi6n 25 Qu^n trj thucmg hieu h^^g h6a - ly thuy^ vi thyc tiSn Hi N6i: NXB Th6ng K^

5Le Xuan Tiing 25 Xay dimg vi phit trien thucmg hi?u NXB Lao Bpng Xi Hgi.

6Nguyln Qu6c Thjnh vi Nguyln Thanh Trung 2012 Thucmg hi^u vdi nhi quan ly Hi N6i: NXB Lao

Bong-XiHOi.

SVTH: Nguyen Kim Cuang - DH1ONH6~~

Xdy dung ki hogch PR choSacombank-chinhdnhAn Gianggiaidoan2013 -2014

cau thii hai: nhu ciu tarn ly cua khach'hang: cam giac an toan, thich tM va tit hao

ve quyen sd hitu, su dpng 4

2.1.2.Thanh phan cua thuong hieu5:

-Thanh phan chuc nang: co muc dich cung cap lqi ich chile nang cuathuang hieu cho khach hang mpc tieu va no chinh la san pham No bao cac thupctinh mang tinh chuc nang (functional attributes) nhu cong dung san pham, cacdac trung bo sung (features), chit lupng

-Thanh phan cam xuc: bao gom cac yeu to gia tri mang tinh bieu tupng(s^mbolic values) nham tao cho khach hang muc tieu nhung Ipi ich tarn ly Cac

• yeu to nay co thi la nhan each thucmg hieu (brand personality), biiu tupng(symbols), luan cut gia tri hay con gpi la luan cii ban hang doc dao gpi tac la USP(unique selling proposition), vi tri thucmg hieu, d6ng Jianh vdi cong ty(organizational associantions) nhu quoc gia xuat xii (country of origin), cong ty

npi dia hay quoc te,

2.1.3.Vai tro cua thuomg hieu d6i voi doanh nghiep6:

-Thuang hieu tao dung hinh dnh doanh nghiep vd san pham trong tarn tringuai tieu dung: Ngucri tieu dung se lira chpn hang hoa thong qua sir cam nhancua minh Khi mot thuomg hieu Ian dau xuat hien tren thi truong, no hoan toanchua co dupe mot hinh anh nao trong tam tri nguai tieu dung Nhifng thuoc tinh

hang hoa nhu ket cau, hinh ddng, kich thudc, mau sac.-.hoac dich vu sau ban

hang se la tien de de nguai tieu dung lira chpn chung Qua thai gian, bang kinhnghiem trong su dung va nhung thong diep ma thuang hieu truyen tai den nguaitieu dung, vi tri va hinh anh cua hang hoa dupe dinh vi dan dan trong tam trikhach hang

-Thuang hieu nhu mot lai cam kit giua doanh nghiep vd khach hang: Motkhi ngucri tieu dung da lua chpn san pham mang mpt thuang hieu nao do tuc la

ho da chip nhan va giii gim long tin vao thuang hieu do Nguai tieu dung tin itthuang hieu vi tin a chat lupng tilm tang va 6n dinh cua hang hoa mang thuanghipu do ma hp da su dung hoac tin tuong d nhftng dich vu vupt trpi hay mot dinh

vi ro rang cua doanh nghiep khi cung clp hang hoa - tao cho ngudi dung mot giatri ca nhan rieng biet Chinh tit ca nhumg diiu nay da nhu mot ldi cam kit thucsir nhung khdng rd rang giura doanh nghiep va ngudi tieu dung

-Thuang hieu nham phan doan thi truang: Thuang hieu vdi chuc nangnhan biet va phan biet se giup doanh nghiep phan doan thi trudng That ra thithuang hieu khong true tiep phan doan thi trudng ma chinh qua trinh phan doanthi trudng da ddi hoi can co thuang hieu phu hap cho ttrng phan doan di dinhhinh mpt gia tri ca nhan nao do cua ngudi tieu dimg; thong qua thuang hieu dinhan biet cac phan doan ciia thi trudng

SVTH: Nguyen Kim Cuong - DH10NH

7 07.07.2010 Thucmg hi$u ngan h^ng \i gl ?[on-line] Brand Dijc tir: ngan-hane-la-gi.xml fdoc ne^v 12.01.20131

http://brand.hoo.vn/thuone-hieu-Xay dttng ke hogch PR cho Sacombank- chi nhdnh An Gianggiai doqn 2013 - 2014

-Thucmg hieu tao nen su khac Met trong qua trinh phdt trim cua sdnphdm: M6t san pham khacbiet vdi nhung san phSm kh&c bdi cac tinh nang congdung cung nhu dich vu kem theo ma theo do tao ra sir gia tang cua gia tri sii dung-Thucmg hieu man^ lai nhung l<?i ich cho doanh nghiep: Khi thucmg hieudupe ngudi tieu dimg chap nhan va ua chupng se tao dung dupe long trung thanhcua khach hang, luc do ngudi tieu dung se khong xet net lira chpn hang hoa maluon co xu huong lira chpn hang hoa tin tudng

-Thu hut ddu tu: Thucmg hi^u noi tieng khong chi tao ra nhOng lpi the nhatdinh cho doanh nghiep trong qua trinh ban hang, cung dp dich vu, ma con taodieu kien va nhu mot sir dam bao thu hut dau tu va gia tang cac quan he ban

hang.

-Thucmg hieu Id tdi sdn vo hinh vd rat co gia cua doanh nghiep: Thucmghieu la tai san cua doanh nghiep, no la tdng hop cua rdt nhi^u cac y^u t6, nhungthanh qua ma doanh nghipp da tao dung dupe trong su6t ca qua trinh hoat dpngcua minh Chinh su n6i tiSng cua thucmg hieu nhu la mot dam bao cho lpi nhuantiem nang cua doanh nghiep

2.2 Thiromg hieu ngan hang7;

2.2.1.Khai ni^m:

Thuomg hieu ng^n hang co the dupe hieu la mot thuat ngit dung trong hoatdpng marketing, thl hien ten giao djch cua mot ngan hang, dupe g^n vdi ban sicrieng va uy tin, hinh anh cua chii the mang ten nay nhSm gay diu in sau dam d6ivdi khach hang vh ph^n bipt vdi cac ngan hang khac trong hoat dpng kinh doanhtien te - tin dung va cung cap cac dich vu ngan hang Noi each khac, thucmg hieucua mot ngan hang chinh la nhan thiic cua khach hang vh ngan hang Khach hang

co the khong can biet y nghia cua mot ten gpi, mot bieu tupng cua mot ngan hangnao do nhung neu khi hp co nhu cau ve tai chinh va hp d^n ngan hang mot each

vo thiic thi ngan hang do da xay dung dupe cho minh mot thuomg hieu vOng chictrong tam tri khach hang

2.2.2.Cau tao cua thuomg hieu ngan hang:

Thucmg hieu ngan hang dupe cdu thanh tCr hai phin:

-Than phdt dm duac (phan doc dupe): Do la ten cua ngan hang dupe khachhang nghe quen Vi du: Vietcombank, ACB, Sacombank, HSBC, D6 la caukhiu hieu (slogan) nhu: HDBank co "J^lgan hang cua ban - Ngoi nha cua ban",HSBC co "Ngan hang toan cau am hieu dia phuomg", ACB co "Ngan hang cua

mpi nha", Do cung co the doan nhac hat dac trung va cac yeu to phat am dupe khac.

-Phdn khong phdt dm duqc : La nhung phan cfiu thanh nen diem khac bietcua Ngan hang, do la: biiu tupng (Logo) cua Ngan hang ma nhung yiu td nay

8Le Xu^n Tiing 25 Xay d\rng va ph^t trien thuong hi^u NXB Lao Bng X^ Hgi.

9Le Xuan Thng 25 Xay d^ng vd phdt trien thuong hi?u NXB Lao B$ng Xd Hgi.

SVTH: Nguyln Kim Cuong - DH10NH

Xay dungke hoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

khong dpc dupe, n^ chi co the cam nhan dupe bang (hi giac nhu: mau sac, netcha, kilu dang thiSt kg va cac ygu t6 nhan bigt khac

2.3 Nhan bilt thuong hieu8:

2.3.1.Khai niem:

Nhan biet thuong hieu la giai doan dau tien trong tign trinh mua sam va lampt tieu chi quan trong dg do lubng siic manh ciia thuong hieu Mot thuong hieucang noi tieng thi cang de dang dupe khach hang lira chpn Tuy vay, viec quang

ba thuong hieu cung rat ton kem nen viec hieu ro dupe muc dp anh huong cua spnhan biSt den tign trinh lua chpn san phim se giup cho cac doanh nghiep co dupeeach thuc xay dung thuong hieu dat hieu qua cao vdi mot chi phi hpp ly hon.2.3.2.Muc do nhan biit thirong hieu:

Muc dp nhan biet thuong hieu co thg chia thanh 3 cap d6 khdc nhau:

-Cap dp cao nhat la thucrng hieu duoc nhan biit d&u tien (Top of mind):Day la muc dp nhan biet cao nhat Khach hang luon nhd ngay dgn mot thuonghieu nhat dinh trong mot lTnh vuc nao do Vi du: a Viet Nam, khi noi vg xe maynguoi ta thuong nghT ngay dgn Honda, hoac khi noi vg search engine thi Google

la thuong hieu dau tign nguoi ta nghT ngay dgn

-Cap dp ke tiep la khong nhac ma nhd (Spontaneous): khach hang khongcan nhac nhung van nhd dupe thuong hieu

-Cap dp thap nhat la nhac de nhd (Promt): khach hang chi nhd dgn thuonghieu khi dupe gpi y

Miic dp nhan bigt ve thuong hieu noi Ign khi nang mpt khach hang co thgnhan dang va phan biet nhung dac digm cua mpt thuong hieu trong mpt tap cacthuong hieu co mat tren thi trudng, khi mpt khach hang quygt dinh tieu dung mptthuong hieu nao do, thu nhlt, ho phai nhan bigt thuong higu do Nhu vay, nhanbigt thuong hieu la ygu t6 diu tien dg khach hang phan loai mot thuong hieutrong mpt tap cac thucng hieu canh trahh Cho nen, nhan biet la mpt thanh phimcua gia tri thuong hieu9

> Cac yeu t6 phan biet thirong hieu

Logo: la mpt d^ng thuc dac bigt cua bigu trung vg mat thigt kg, no co thgdupe cau true tu bang chO, blng ky hieu hoac blng hinh anh Nhung khac vdi tendoanh nghiep va tgn thuong hieu, logo thuong khong l^y toan bp ciu hinh chdcjla tgn doanh nghiep va tgn thuong hieu lam bo cue No thuong dupe dung chfttat ho^c cac ky hieu, hinh anh dupe cau true mpt each nghiem ngat, tao thanh

mot bo cue mang tinh tupng trung cao.

Bdn^phiAc: la mpt van de thupc vg phuong dien van hoa No bi chi phoi bdicac yeu to: truygn thong van hda, moi trudng tu nhien, digu kien kinh tg, digukien cong viec hoc tap va ca ygu to thdi trang

10 Nguyin Thi Minh HiSn 23 Giao trinh Maketing ngan hang Ha Ni: NXB Th6ng kS

SVTH: Nguyen Kim Cuong-DH10NH

Xdy dung ki hoach PR cho Sacombank - chi nhanh An Giang giai doan 2013 -2014

Slogan: trong kinh doanh du^e hieu la mpt thong diep truyen tai ngan gonnhat den khach hang bang tir ngft dl nhd, dl hilu, co she thu hut cao vl y nghla,

am thanh Slogan la su cam kit ve gia tri, chit lupng san phlm cua thuong hieuvdi khach hang Be hinh thanh mpt Slogan cho cong ty, cho thuong hieu nao dokhong phai chuyen mot s6m mpt chieu ma doi hoi phai co mSt quy trinh lirachpn, thau hieu san pham, cac lpi the canh tranh, phan khuc thi trudng, miic dptruyen tai thong diep khi da chpn slogan do dl dinh vi trong tam tri khach hang

bat cii luc nao Slogan dupe xem nhu la mot tai san vo hinh cua cong ty du rang

no chi la mpt cau noi.

^ Cac phuong tien truyen thong cua ngan hang de nhan bietthuung hieu10:

Quang cao: la phuong thiic truyen thong khong true tiep nham gicri thieusan pham dich vu ngan hang hoac ngan hang thong qua cac phuong tien truyentin Thong diep quang cao ciia ngan hang thuong cung cap nhung thong tin docdao, su khac biet so vdi san pham dich vu cua doi thu canh tranh, su tien dung,hieu qu^ cua san pham dich vu Phuong tien quang cao rit phong phu nhu: bao,

tap chi, tivi, truyen thanh, panq, ap phich, Internet

Khuyen mai: la viec sir dpng nhom cac cong cu nhdm tac dpng true tilp vatich cue vao viec su dung va dinh hudng cho viec s\x dung va lua chpn ngan hangcua khach hang, co tac dung lam tang doanh s6 hoat dpng va tao Ipi th! canhtranh cua ngan hang Cac hoat dpng khuyen mai cua ngan hang nhu: uu dai tindung cho sinh vien, qua tang, giam ho^c miln phi cho khach hang co quan he lau

dai, mien phi su dung san phim nam dau

Marketing true tiep: la viec su dung he thong cac phuong tien nham thietTap va md rpng viec d6i thoai, giao tilp gitra khach hang va ngan hang, nham giatang co hoi giao tiep gitta khach va ngan hang, giup khach hang nhan dupethong tin ve ngan hang nhanh chong, day dii, cu thl va kip thdi Cac phuongthuc cita Marketing true tiep nhu: gui thu, to roi den tan tirng khach hang, giaidap tren truyen hinh, truyln thanh; dien thoai, hoi nghi khach hang

Cac hoat dong tai tret: la mpt trong nhung cong cu dung dl quang ba hinhanh ciia thuong hieu, mang hinh anh cua thuong hieu din gin hon vdi congchung thong qua cac chuong trinh ma ngan hang tai trp, gop phln gia tang su tintudng cua khach hang vdi ngan hang, gay dung hinh anh va tao su hilu bilt saurpng ve ngan hang Hoat dpng tai trp cua cac dinh che tai chinh Icha da dang vaphong phu nhu: hoc bong cho hoc sinh, sinh vien, hoat dpng the thao, dao tao,

bao ve moi truong, cac hoat dpng van hoa xa hpi

Truyen mieng: co nghTa la mpi ngudi noi vdi nhau ve doanh nghiep, day co

le la each thong thuong nhat de cho nhung khach hang moi biet den doanhnghiep, thong qua gidi thi^u tvr ngudi than," ban be

" Frank Jefkins 24 Ph^ v8 bi In PR TP H6 Chi Minh: Nh& xuat ban Tre

SVTH: Nguyen Kim Cuong - DH1ONH10~

Xay dying ke hoach PR cho Sacombank— chi nhdnh An Gianggiai doan 2013 - 2014

2.4 LythuyetvgPR:

2.4.1 Binh nghia vg PR11:

Hien nay co rat nhieu dinh nghia vg PR Nhitng nguai lam PR dua ranhigu each hieu khac nhau vg nghe nay Bbi PR la mot lihh virc hoat dpng ratphong phii va nhung ngubi lam PR co thg tigp can no ttr nhigu gdc dp khac

nhau.

Frank Jefkins da dua ra dinh nghia ve PR nhu sau: "PR bao gdm tat cdede hinh thuc giao tiep dupe len ke hoach, cd ben trong vd ben ngodi to chicc,giua mot to chiec vd cong chung cua no nhdm dat dupe nhung muc tieu c^ the

lien quan den su hieu biet Ian nhau ".

Dinh nghTa nay nhan manh den hoat dpng co muc tieu cu the va dua vao

do de xay dung cac hoat dpng va danh gia hieu qua hoat dpng cua PR Theonhu quan diem ciia Frank Jefkins thi PR la mot he thong truygn thong (bao chiv^ giao'due) dua tren kien thuc Long tin la chia khoa de phat trign m6i quan het6t trong npi bp t6 chuc, giua t6 chuc va cong chiing cua ho Truygn thongkhong chi chu trong vao tiiygn truygn, quang ba bgn ngoai, cho nhung nguai

dau tu, khach hang, cac nha buon ma cho ca npi bp to chuc va cong chung bgn ngoai.

Mot dinh nghia khac vg PR do Vipn quan he cong chung Ahh (IPR) dua

ra cung bao ham nhung ygu to ca ban nhit ciia hoat dpng PR:

"PR la nhung no luc mot each co ki hoach, co td chuc ciia mqt cd nhdnhoac tap thi nhdm thiet Iqp vd duy tri mil quan he cung co Ipi vdi dong ddo cong

chung cua no ".

Dinh nghia nay nhan mtmh hoat dpng PR hoat dpng dupe to chiic thanhchign dich hay mot chuong trinh, va la mot hoat dpng lign tuc, no khong thg

khong co.ke hoach.

Trong mot cupc hop gitia cac vien sT thong tin PR dgn tu nhigu nuac(World Assembly of Public Relations Associates) diln ra tai Mexico thang 8nam 1978 da dua ra mot dinh nghia khac toan dien vg PR:

"PR Id mot nghe thuqt vd mon khoa hqc xd hqi, phdn tich nhung xu hudng,

du doan nhung ket qua, tu van cho cac nha Idnh dqo cua to chuc vd thuc hiencac chuong trinh hdnh dong da dupe lap ke hoach de phuc vu quyen Ipi cua cd

to chuc vd cong chung".

Dinh nghia na^ lai chu trpng dgn viec ap dpng cac phuang phap nghienciiu tnrdc khi lgn kg hoach PR va khia canh xa hoi cua mpt t6 chiic Mot tochiic se dupe danh gia qua su quan tm va trach nhiem cua no d6i vdi quygn Ipicua cong chiing PR lign quan dgn sp tin nhiem va danh tigng ciia to chiic

Tom lai, nhung quan niem trgn dgu noi dgn PR la mot hp th6ng truygnthong nh5m xay dung, duy tri cac m6i quan he t6t dep, su higu bigt lln nhau

12'Khong ngay thing', Quan he c6ng chiing vi vai tr6[on-linej Nguyln Diic Thu^n Dpc tir:

www.nihbt.org.vn/images/stories/tintuc/ /5-bs_thuandoc.aspx(dQcngiy 25.01.2013)

13Philip Kotler 23 Nhung phucmg thile sing tao, chiin thing vi khong chi thj truimg TP Ho Chi Minh: NXB Thinh phi Hi Chf Minh

SVTH: Nguyln Kim Cuang -DH1ONH'U~

Hinh 2.1 : So- 36 minh hoa qua trinh PR12

• Cac thanh phln ciia PR: g6m 4 thanh phln

o Chu the: la nhung ca nhan hay to chiic xay dung va van hanh cacchuong trinh PR trong hoat dpng ciia minh

o Cong chiing: co th^ la cac ca nhan hay tap thS Ca nhan: co thl la

khach hang, ban hang, nhan vien, nha lanh dao, Tap thl: la doanh

nghiep, t6 churc xa hpi, co quan thong tin bao chi, ca quan c^p tren, dan vi

trirc thupc, doi tac, doi thii canh tranh,

o Thong diep: rat da dang, phong phii, dupe chii th^ mong mudnchuyen tai tdi cong cluing Co the la khau hieu, logo, thuang hieu, ke

hoach, tuyen bo, khuyen cao, van hoa

o Kenh truyen tai thong tin: do la cac cong cu PR nhu bao chi,truyen thong, ve tinh, Internet, dien tm, dien thoai, mlu phi^u diSu tra, tai

lieu PR, su kien

2.4.3 Mot so cong e^ su dung trong PR d cac doanh nghiep13

LTng dung ly thuy^t "Nhung chi^c but chi PENCILS" ciia Philips Kotler

PR bao gdm cac cong cu ho^t dpng sau:

•Publication: Cong bo/ xuat ban (dua cac bai viet ve doanh nghiep, ve sanpham dich vu cua doanh nghiep len cac an pham);

•Events: Cac su kien (t6 chiic cac su kien d^ tao din in cho doanh

nghiep);

•News: Tin tiic (thong tin thudng xuyen den cong chiing va quan tri thong

Hieu, quan tarn, ung hq, tin tuang \>/

Chuth^

Xdy dungkihoachPR cho Sacombank- chi nhdnhAn Gianggiaidoqn2013 -2014

giua to chiic va cong chiing T6 chiic cac chien dich, chucmg trinh PR can xacdinh ro muc tieu, can trpng va suy tinh ti mi de tao ra hinh anh va thong tin tichcue vdi muc dich quang ba, gay anh hubng co lpi cho to chiic va ca nhdm cong

chiing cua ho.

2.4.2 Ban chat cua PR

Ban chit ciia PR la qua trlnh trao d6i thong tin hai chiSu giiia chii th^ vacong chiing nham tac dpng tdi nhan thiic ciia cong chiing de dat dupe muc dichciia chii the

• So do minh hpa qua trinh PR nhtr sau:

Thong diep

14'Khong ngay thdng', Lap k6 ho^ich th^rc hi?n chucmg trinh PR[on-line] Neway Dpc tir

http://www.newwayadv.com/index.php?usv=detailnews&subid=91&sid=120 (dpeng^y 25.01.2013) 15Anne Gregory 1996 Sdng tao chien dich PR hieu qua TP HO Chi Minh: Nha xuat ban tre

•Indentify media: Xlc dinh phuong tien truyen thong;

•Lobbing: Van dong hanh lang (tao m6i quan he vdi chinh phu);

•Social investment: Ddu tu xa hoi.

2.4.4.Lap ki hoach PR14:

Mpt mo hinh ke hoach PR don gian dupe dong dao cac chuyen gia chap

nhan, gom: (1) Danh gia tinh hinh; (2) Xac dinh muc tieu; (3) X^c dinh nhdm

cong chung; (4) Lua chpn phuong tien truyen thong;-(5) Hoach dinh ngansach; (6) Danh gia kSt qua '

Danh gia tinh hinh: De co the danh- gia tinh hinh chinh xac vahieu qua, can phai tim hieu can than Viec tim hieu co the duac thucMen bang mot cupc nghien ciiu nhung thong tin hay s6 lieu thdng ke sin

co, hoac phai thuc hien mpt cupc nghien cuu hoan toan mdi

•Xac dinh muc tieu: Sau khi thao Man vdi Ban lanh dao, mpt danhsach muc tieu co the dupe lap ra, chlng han nhu: de thay ddi hinh anh vi

to chiic cd nhilng hoat dong mdi, De ung ho mot chuong trinh trao hoc

bdng hay tai trp

•Xac dinh nhom cong chung: xem xet cac yeu to can trd dg quygt.dinh mpt each chinh xac cac nhom cong chung cd the hudng den vahudng den mpt each hieu qua, trong gidi han ve ngan sach va su luachpn phuong tien truyen thdng thich hop

•Lira chpn phuong tien truyen thong: cd th^ su dung nhungphuong tien truyen thong tuy vao muc dich PR: bao chi, tai trp, dai

truyen hinh, su kien

Hoach dinh ngan sach: ngudi thuc hien PR din lap kS hoach vhngan sach de thuc hien cac chi^n dich PR

•Danh gia k^t qua: PR la mpt hoat dong cu thl, cd th^ do ludngket qua dua tren nhung muc tieu da dupe xac dinh

2.4.5.Cac birdc hoach dinh chmmg trinh PR15:

De hoach dinh mpt chucmg trinh PR hieu qua, ta can phai Man thu theompt tien trinh nhat dinh Va dudi day la cac thanh phan chinh cua mpt chucmgtrinh PR: Nghien cuu, xac dinh muc tieu, xac dinh ddi Mpng muc tieu, thongdiep, chien lupc, chien thuat, thai han, nguon lire, danh gia, kiem tra

>Phan tich tinh th:

DS thuc hien cong viec phan tich ngucri lam PR cfin phai nghien cuu vln

<le mpt each chat che nham nhan dien nhttng van de se lam nSn tang cho

chuong trinh PR Mo hinh PEST thuong duoc sii dung de phan tich moi truong

ben ngoai to chiic Mo hinh phan chia moi tnrong tong quat thanh bon linh vuc

Political (Chinh tri), Economic (Kinh t^), Social (Xa hoi) va Technological

(Cong nghg) Mot phucmg phap phan tich khac la phan chia nhtrng di^u cdn

xem xet trong noi bo t6 chuc theo mo hinh phan tich SWOT

Do toan bo cac chuong trinh va chien dich deu dua tren nhirng ket qua

nghien ciiu, nen sau khi da xac dinh nhirng van de then chot, thi cong viec tiSp

theo se la nghien ciiu tinh hinh thi truong

>Muc tieu:

ThiSt lap muc tieu cho chuong trinh PR la rit can thiSt NSu ta mu6n

chuong trinh hay chien dich dang hoach dinh co phuong hudng ro rang va co

kha nang dat duoc mot ket qua nhat dinh thi trutic het muc tieu cln phai cu thS,

ro rang va mang tinh thuc te.

Xet cho cung, muc tieu ciia PR la tac dong den thai dp va hanh vi cong

SVTH: Nguyln Kim Cuong - DHl'ONHW

Hinh 2.2: Qua trinh hoach (linh theo cac buoc logicXSy dungkihoach PR cho Sacombank— chi nhdnh An Gianggiai doan 2013 - 2014

SVTH: Nguyen Kim Cuong - DH10NH14

Xay dimg kihoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

chiing - cu the nhu khuygn khich khach hang mua va sir dung cac san phammdi tung ra, hoac duy tri co phan ciia hp trong cong ty, hay diing ra bao vecong ty khi xay ra sir c6

>D6i tu^ng hirdng den:

Boi tupng muc tieu la d6i tupng cong chiing ma ta mu6n tac dpng tdi, baogom nhieu nhom nhu:

-Khach hang muc tieu;

-Chinhphii;

-Bao chi;

-Nhanvien;

1 - - Cpngd&ig;

-Chinh quygn, ca quan dilu ph6i va quan ly hoat dpng

Bing each tjen hanh nghien ciiu chuong trinh dupe &h nghj, ta se co dupe

su phan tich ve doi tupng cong chiing co quan he voi t6 chiic Khi do, ta cin tinhtoan de xac dinh miic dp uu tien ciia ho

>Thong diep:

Nhung chien dich khac nhau se co thong diep cu the rat se khac nhau Tuynhien, mpi chiSn dich hay kg hoach PR dgu cln phai co mpt tap hop cac thongdiep co the tao thanh luc diy chinh cho hoat dpng truygn thgng Nhttng thongdiep nay can ro rang, siic tich va dl hi^u Thong diep r^t quan trong vi hai ly do:

-Truoc hgt, thong diep la mot phin thi^t ygu trong qua trinh hinhthanh thai dp Va thong diep cung la mot phin trong qua trinh tu duy, hoac

-Tap hop nhung quan digm hien huu;

-Xac dinh npi dung co thg thay d6i nhOng quan dilm do;

-Nhan dien nhung ygu to thuygt phuc Cach t6t nhlt dg thpc hiendigu nay la trign khai con^ viec dua trgn cac dft kien Tat ca nhung do kiennay dgu co thg trd thanh bang chiing cho thay quan digm cu dl loi thdi;

^ Bam bao ring cac thong diep dang tin cay va co thg chuygn taithong diep qua hoat dpng PR

SVTH: Nguyen Kim Cuang - DH1ONH •15

Xay dung ki hoach PR cho Sacombank- chi nhdnh An Giang giai doan 2013 - 2014

>Trien khai thirc hien (Be ra chiSn luge, chiSn thuat):

Thidt kg chign luge cho mgt kg hoach hay chign dich la phdn viec khd nhit

trong qua trinh hoach dinh Mot chign luge thich hgp se lam cho mpi viec colien quan dugc trien khai mgt each trdi chay

Chign luge la edeh tiep can tdng quan ddi vdi mot chucmg trinh Chienluge dugc quy dinh bdi cac van dg phat sinh nit ra tvr su phan tich cac thong tin

ma ta da thu thap dugc No khac vdi muc tieu dat ra trudc do, va phai dugc hinhthanh trudc cac chign thuat No la ngn tang dg xay dung chucng trinh chignthu|t Chign thuat la nhiing digu cu the cdn thuc Men dg dat dugc muc tigu trongchign luge

>ThMhan:

Ve khung thai gian, co hai yeu to quan trpng lign he chat che vai nhau ma

ta can phai tuan thu Thii nhat la phai xac djnh dugc han chot cua cac cong viecgan lign vdi du an de hoan thanh dung han Thii hai la nhung nguon luc phil hgpcan dugc phan bo dg hoan thanh cac cong viec truac mdt

Cac han chot dg hoan tit cong viec co thg dugc quygt dinh bdi nhttng ygu

to noi bg hay bgn ngoai Vi du, nhung ky han do noi bo quygt djnh co thg lanhung su kien ldn, quan trgng ciia cong ty Nhung ky han do ben ngoai quy dinh

cd thg \k viec tham gia vao nhung su kien co dmh nhu cac ky hoi dig, tridn

lam

Ngoai ra, con co nhflng thai digm dugc xem la thai gian phu hgp d_g thuchien cho mgt viec gi do Vi du, thai digm ly tudng nhdt dg tung san phlm trd

chai mdi cua minh ra thi trudng la vao mua he

Vay thi lam sao de luon dam bao dugc'cac ky han chot nay, van dg nSm d

ch ta phai nhan biet t^t ca cac cong viec rieng lg cin phai thuc hien dg du andugc hoan thanh

>Ngudn luc (Nhan luc, chi phi, thiet bi):

Vi?c phdn bo nguon luc cho cac chucmg trinh PR se dugc trign khai dudi

-Thidt bi: mdt chucmg trinh hay chign dich se khdng thg hoat ddng hieuqua ndu khdng cd su hd trg cua nhttng loai thiet bj phu hgp Tuy nhidn, chiing takhdng ngn dg chucmg trinh phu thudc hoan toan vao cong nghe mdi

SVTH: Nguyen Kim Cuong - DH1ONH

Hinh 2.3: Mo hinh nghien cuu

XAC DINH MUC TIEU PR

XAC DINH DOI

2.5 Mo hinh nghien cuu:

Xdy dung ki hoach PR cho Sacombank - chi nhdnh An Giang giai doan 2013-2014

> Danh gid va ra soat

Tuong tir cac hoat dpng khac cua t6 chiic ma ta phai chi tiln di triin khai,

ta se muon biet xem lieu minh co thu dupe gia tri nao tir khoan tien dau tu vaocac ho^t dpng PR hay khong Ta can biet nhOng chucmg trihh nay dat duac sir

mong muon hay khong, hoac kham pha cac ly do sau xa cua.ket qua.

Do do, ta se phai thu&ng xuyen danh gia cac yeu to quan he truyen thongtrqng chuong trinh cua minh b5ng each ti&i hanh phan tich, phe binh hang thangdoi vdi muc do xuat hien ma gidi truyen thong dua tin vS t6 chiic ciia minh.Viec phan tich nay se giiip ta nit ra ket luan nen tap trung no lire hon vao nhirngthong diep cu the hay nhung nha bao dac biet nao do

Hoat dpng ra sodt giiip ta xem xet lai nhttng k^t qua ta nhan dupe qua viScdanh gia hang nam the hien, xem xet lai cac muc tieu cua chuong trinh va cannhic di6u chinh chi^n lupc Cung co thS ta chi cfin ti^p tuctri^n khai nhu trudc,nhung cung co kha nang ta phai dinh hudng lai hoan toan cho chuong trinh sip

trien khai •

Qua so do tren, qua trinh hoach dinh trong co ve dem gian nhung thuc te thigap rat nhieu kho khan Doi khi xay ra tinh trang thieu thong tin, nguyen nhandin d^n tinh trang pay co thi do ban than chi^n dich thuc sp phiic tap, do vaycan cat giam mot so cac hoat dpng phu trong chuong trinh Nu chuong trinh coquy mo qua Ion, can phai chia nho thanh mot loat nhung du an nho hon, va mi

du an se tuan theo cac budc tren.

SVTH: Nguyen Kim Cuong - DH,U^^^BH==^^==17

Trong chicang nay da gi&i thieu nhung van de ly thuyet ve thucmg hieu,thuang hieu ngdn hang, nh^n biet thuang hieu va ly thuyet ve PR Trong do, mot

mo hinh ke hogch PR gom: danh gia tinh hinh, xac dinh muc tieu, xac dinh nhomcong chung, lua chon phuang tien truyen thong, hoach dinh ngan sach va danh

•gia ket qua.

Dua tren nhung ca sd ly thuyet da neu thong qua danh gia thuc trang hoatdong PR vd cac budc tien hdnh lap mot ke hoach PR tien hdnh Idp mo hinhnghien cuu cua de thi

Xay dung kS hoach PR cho Sacombank- chi nhanh An Gianggiai doan 2013 -2014

Tu nhung eg sd ly thuydt da ndu, co the thay dugc ring dd xay dung kdhoach PR thi cdn danh gia tinh hinh PR hien tai, thong qua cac chuong trinh PR

da thuc hien, ket qua thu dugc la miic dp nhan bidt thuang hieu cua khach hang.D^a tren thirc trang hoat dpng PR, lap ke hoach PR thong qua viec xac dinh dugcdoi tugng va muc tieu cua ke hoach PR, cung nhu muc tieu cua tung chien luge

PR Sau khi xac dinh dugc muc tieu mai co the xay dung thong diep phu hgp vahoach dinh chuong trinh PR ye: chien luge, chidn thuat de dat dugc muc tieu dd

ra, th^i gian, ngan sach Cuoi cung la danh gia cac kdt qua cua hoat dong co dat

dugc muc tieu dd ra hay khong

16 'Khong ngay th^ng', Gicri thieu[on-line] Website Sacombank Dpc tfr:

htfi)://www.sacofnbank.cont.vn/vn/f>ioithieu.{ispx (dpc ng^y 12.02.2013)

SVTH: Nguyln Kim Cuang - DH10NH18~

Sau chucrng co so ly thuyet va mo hinh nghien cuu thi chuong nay se gioithi$u so luge ve qua trinh hlnh thanh Ngdn hang Sacombank va gioi thieu longquan ve Sacombank - chi nhdnh An Giang bao gdm: lich sie hinh thanh va phdt

trien Ngdn hang, co cdu to chuc Hen nay, chuc ndng nhiem vu cua cdc phdng

ban Ngodi ra, chuong nay cung gioi thieu so luge ve kit qua hoqt dgng cuaSacombank An Giang trong 3 nam gdn day vd ke hoach kinh doanh ndm 2013.Day se la ca so nhdm xay dung ke hoach PR phii hgp voi ke hoach kinh doanhchi nhdnh

3.1 Sff liro-c ve ngan hang Sai Gdn Thuong Tin (Sacombank)16

thanh lap theo quydt dinh sd 5/GP-UB ngay 03/01/1992 cua UBND Thanh phd

H6 Chi Minh va hoat dpng theo quydt dinh sd 6/NH-GP ngay 05/12/1991 "cuaNgan hang Nha Nude Viet Nam Chinh thiic di vao hoat dpng ngay 21/12/1991tren ca sd chuyen thd tir Ngan hang phat trien kinh td Go Vap va sa^ nhap 3 hoptac xa tin dung Tan Binh - LO Gia - Thanh Cong vdi so von dieu le la 3 tyddng

Tinh dn nam 2011, vdn didu le cua ngdn hang la 10.740 ty ddng, vdimang ludi chi nhanh rpng khdp, 71 chi nhanh trong nude va 5 chi nhanh d

Campuchia va Lao.

> Cac Ipi the tien phong cua Sacombank:

-La ngdn hang dau tien nidm yet cd phieu tren thi trudng chdng khoan Viet

Xay dymg kj hoach PR cho Sacombank- chi nhdnh An Gianggiai doqn 2013 -2014

CHtfONG 3 TONG QUAN VE NGAN HANG SAI GON THtfCfNG TIN - CHI NHANH AN GIANG

XaydifngkihogchPR cho Sacombank- chi nhdnh An Gianggiai doan 2013 -2014

-La ngan hang Viet Nam tien phong nhan dupe gdp v6n uy thac, tai tra va

h tra ky thuat tir cac td chlic tai chinh qu6c tS IFC, ADB, Proparco, FMO, -La ngan hang TMCP Viet Nam dlu tien xay dung va dua Trung tarn DO:li#u ( Data Center) hien dai dat tieu chuin quoc te vao hoat ddng nam 28

-La ngan hang TMCP Viet Nam diu tientiin hanh tai ciu true toan dien(nam 22), ung dung chuan muc ke toan quoc te trong bao cao va phan tich taichinh (nam 24)

-Nam 2011, Sacombank da dupe cpng d6ng qu6c tS ghi nhan hoat dong antoan va hieu qua thong qua cac giai thuang uy tin:

•Ngan hang ban le t6t nhit Viet Nam

Ngan hang co dich vu ngoai hoi t6t nhat Viet Nam (cac nam29,2010,2011)

•Ngan hang quan ly ti^n mat t6t nMt

•Ngan hang cd co cau quan tri chat che va hoat d6ng quan he nhadiututOt nhit nam 2011

• Ngan hang thanh toan qu6c t^ t6t nhat

•Ngan hang tieu biSu nam 2011

Ben canh nhttng thanh qua dat dugc, Sacombank dang huong d^n muctieu trd thanh mot Ngdn hang ban le da nang - hien dai - t6t nhlt tai Viet Nam

va cd quy mo trung binh trong khu vuc ,

3.1.2 Su1 menh - Tam nhin - Gia tri cot loi cua Sacombank:

>Sir menh: Toi da hda gia tri cho khach hang, nha diu tu va dpi ngu nhanvien, dong thai the hidn cao nhlt trach nhiem xa hoi vdi cpng ddng

>• Tam nhin: Trd thanh ngan hang ban le hien dai, da nang hang dau khu

vuc.

>Gia tri cdt loi:

Tien phong: Sacombank ludn la ngudi md dudng va sin sang ch^p nhanvuert qua thach thdc tren hanh trinh phat trien de tint ra hudng di mdi

Luon doi mdi, nang dong va sdng tao: Sacombank nhan thuc ring ddimdi la dpng luc phat trien Vi vay Sacombank luon xac dinh doi mdi phuangphap tu duy va hanh dpng de bien cac thach thiic thanh ca hoi

Cam ket vdi muc tieu chat Iirpng: Su chuyen nghiep, tan tam va uy tincao nhat ddi vdi khach hang, ddi tac ddng nghiep la nguyen tic ung xd ciia mdithanh vien Sacombank Didu do dupe cam k^t xuyen sudt thong qua viecSacombank khdng ngirng nang cao chit lupng dich vu, ludn tan tam va uy tin ddivdi khach hang minh phuc vu

Tao dung su khac biet: Sacombank ludn ddt phd sang tao de khdng ngirngtao nen nhung khac biet ve san pham, phuang thuc kinh doanh va md hinh quan

SVTH: Nguyn Kim Cuang - DH10NH19~

SVTH: Nguyen Kim Cuong-DHIONH20

17 Phbng Ke todn - Hanh chinh Sacombank An Giang

Xay dung ke hoach PR cho Sacombank— chi nhdnh An Giang giai doan 2013 - 2014

ly Chinh sir khac biet nay da tao dung lpi thl canh tranh cua Sacombank trenthuong trubng

Trach nhiem doi voi c6ng dong xa hpi: Sacombank luon y thiic trachnhiem cua minh doi voi cpng dong, xa hoi noi minh hoat dpng va luon tuan thuton chi hanh dong " VI cpng dbng - phat trien dia phuong"

3.2 T6ng quan ve Ngan hang Sai Gon Thuong Tin - Chi nhanh An Giang17:

3.2.1 Gioi thieu:

Chi nhanh cap 1 An Giang dupe thanh lap theo cong van thii 143/NHNN

ngay 22/5/25 cua Th6ng D6c NHNN VN, chinh thiic di vao hoat dpng ngay

03/08/25 theo cong van so 66 cua CM Tich hoi dong quan tri tren co so chuyenthe va nang cap tur Van phong dai dien An Giang true thupc chi nhanh Can Tho.Den nay, quy mo hoat dpng cua Sacombank tai An Giang gom 1 chi nhanh

va 10PGD tai 10/12 huyen thj cua tinh Tinh dSn 31/7/2012, Sacombank - Chinhanh An Giang co t6ng huy dpng dat 1.232 ty d6ng, t6ng du no cho vay 1.520

ty dong va hien phuc vu gan 65.0 khach hang ca nhan va doanh nghiep tren diaban tinh Sau hon 7 nam hoat dpng, bang chinh su quyet tam phan dau va noi luckhong met moi cua tap the can bp nhan vien chi nhanh Ah Giang> Sacombank

An Gi^ig da timg budc ciing c6, on dinh va gat h^i dupe nhieu thanh tuu ratdang ke: la chi nhanh co miic tang trubng nhanh nhlt trong khu vuc Mibn TayNam Bp (xep loai la 1 trong 3 chi nhanh dlu khu vuc) Dupe khach hang danhgia la mot trong nhung ngan hang co cung edeh phuc vu tbtnhdt tai dia phuong.Viec dau tu co so moi khang trang, hien dai cua Sacombank An Giang cangkhang dinh quyet tam phu vu lau dai loi ich cila khach hang tren dia ban

Sacombank An Giang dupe binh chpn la chi nhanh tre In tupng va la mpttrong hai chi nhanh din dlu cba Sacombank t^i khu vuc miln T^y Nam Bp VSdoanh thu hoat dpng thanh toan qubc te dupe danh gia la dung dlu khu vuc.Sacombank An Giang la chi nhanh thu 3 ap dung he thing Corebanking (T24), lamot trong'^hung phuong tien hien dai trong viec quan ly ngan hang Sacombankcung da tien hanh thuc hien viec xlp hang tin dung, danh gia phan loai cac khoanvay de ngay ttr dau co the ngan ngira nhdng khoan vay co thb phat sinh rui ro.Dai ly giao dich true tuyen dlu tien cua cong ty trach nhiem hitu han mot thanhvien chung khoan ngan hang Sai Gon Thuong Tin (Sacombank - SBS) dupe khaitruong tai Chi nhanh An Giang Sacombank dang hoan thanh tot vai trd cua mottrung tam dieu phoi nguon von nhan rbi b cac db thi ion de dap ung ph^n nao nhucau von cho dau tu, phat triln va cai thien doi sbng nbng thbn, dbng thai gbpphan xa hoi hba cac hoat dpng tai chinh ngan hang

SVTH: Nguyln Kim Cuong - DH10NH

8 Phdng KS to4n - Hinh ch^nh Sacombank An Giang

Hinh 3.1: Co cau to chiic cua Sacombank An Giang1'

Xay dtfng kehogch PR cho Sacombank- chi nhdnh An Giang giai ctoan 2013 - 2014

3.2.2 Co' cau t6 chiic va nhifm vu cac phong ban:

>• Co cau to choc: Co cau to chiic cua Sacombank An Giang du^^c thehien th^ng qua hinh 3.1 sau:

SVTH: Nguyen Kim Cuong - DH1ONH22

Xay dungkS hoach PR cho Sacombank- chi nhanh An Giang giai doan 2013 -2014

> Chuc nang nhiem vu cua cac phong ban:

•Phong doanh nghiep: Doi tupng khach hang la t6 chirc

-Thuc hien cong tac tiep thi de phat trien khach hang, phat trien thi phan vacham soc khach hang hien hurt

-Huong dan khach hang ve tat ca cac van de co lien quan den cho vay, bao lanh.

-Nghien cuu ho so, xac minh tinh hinh san xuat kinh doanh, phuong an vay v6n, kha nang quan If, tai san dam bao cua khach hang

-Phan tich, tham dinh, de xu^t cho vay va gia htin h6 so cho vay bao lanh.-Huong dan khach hang b6 tiic h6 so, tai lieu dl hoan chinh h6 so

-Thong bao quyet dinh cho vay hoac khong cho vay cua Ngan hang denkhach hang

-Thuc hien thu tuc cong chiing cac hop dong cam co the chap va dang kygiao dich bao dam

-Tham gia tiSp nhan tai san cdm c6

-Lap chung thu bao lanh d6i vdi nghiep vu bao lanh npi dia

-Ki^m tra su dung v6n dinh ky, dot xuit sau khi cho vay

-Don doc khach hang tra von va lai dung ky han

-De xuat cac bien phdp xu ly cac khoan no trl han, qua han trong pham vitrach nhiem theo quy ding cua Ngan hang -

-Xay dung ke hoach thang, nam; theo doi danh gia tinh hinh thuc hien va

de xuit cho Giam doc Chi nhanh cac bien phap khic phuc cac kho khan trong

cong tac

•Phong ca nhan: D6i tupng khach hang la ca nhan

Cung.giong nhu bo phan tin dung doanh nghiep, ngo^i tru chuc nang thu 3dupe b6 sung nhu sau: nghien tham gia thuc hien viec giai ngan, thu no d6i voinghiep vu cho vay can bo cong nhan vien va gop cho theo quy dinh ciia Ngan

hang •

•Phong ho trp kinh doanh:

o Bp phan quan ly tin dung:

-Kiim soat cac h6 so tin dung da dupe phe duyet trudc khi giai ngan

-Hoan chinh ho so, lap thu tuc giai ngan, thanh ly va luu trtJ h6 so tin dung.-Quan ly danh muc du no va tinh hinh thu h6i np

-Huong dan, ho trp, kilm soat ve mat nghiep vu doi voi cac don vi tnrc

thupc.

SVTH:NguyInKimCuong-DH10NH •23

Xdy dung ki hoach PR cho Sacombank - chi nhdnh An Gianggiai doan 2013 -2014

o Bo phan giao dich:

-Thuc hien cong tac ti6p thi, thu thap y ki^n d6ng gop cua khach hang , dgxuat cho Giam d6c chi nhanh cac bien phap cai tien nham tang cuong nang lirecanh tranh va phat trien thi phan

-Thuc hien cac nghiep vu tien gui thanh toan va cac dich vu khac co lienquan den tai khoan ti6n gui thanh toan theo yeu cau ciia khach hang; cac nghiep

vu tien gui tiet kiem, cac nghiep vu ke toan tiSn vay; chuyen tien nhanh noi dia,chi tra kieu hoi, chuyen ti^n phi mau dich; thu doi ngoai te tien mat, sec va cacloai th^ quoc t6; cac nghiep vu ve the Sacombank, cac nghi^p vu lien quan den

von co phan, thu chi tien mat

-Thuc hien cong tac ti^p thi, thu th^p y ki6n dong gop cua khach hang, d^xuat cho Gidm d6c chi nhanh cac bien phap cai tien nham tang cuong nang lirecanh tranh va phat trien thi phan

-Thuc hien cac tac nghiep mua ban vang phuc vu cho hoat dong huy dpng,cho vay va hoat dong kinh doanh cua dem vi theo quy dinh cua Ngan hang

-Lap cac chiing tu: k^ toan lien quan do bp phan dam trach

-Huong dan va gioi thieu tat ca cac san pham cua Ngan hang.

-Tu vSn cho khach hang trong viec sil dpng cac san phim cua Ngan hang.-Thuc hien cac thu tuc ban dau khi khach hang su dung san pham va hudngdan khach hang d^n quay giao dich lien quan

-Thu thap, tong hop va quan ly thong tin khach hang phuc vu hoat dong

cua chi nhanh.

o Bo phan ngan quy:

Dam nhan cong tac thanh toan cua Chi nhanh doi vdi noi bp Ngan hang vacac Ngan hang khac Quan ly kho quy va thanh khoan

• Phong KS toan - Hanh chanh:

o Bp phan ke toan:

Huong din va kiem tra viec hach toan kg toan d6i vdi tit ca don vi truethupc Chi nhanh

o Bp phan hanh chanh:

-Tigp nhan, phan ph6i, phat hanh va luu tru van thu

-Dam nhan cong tac le tan, h^u can cua chi nhanh.

-Thuc hien mua sSm, tiep nhan, quan ly, phan ph6i cac loai tai san, vatpham lien quan dgn hoat dpng tai chi nhanh

-CM tri viec kiem ke tai san, tham muu, theo doi thuc hien chi phi dieuhanh tren co sd cd ke hoach da dupe duyet., ;

SVTH: Nguyln Kim Cuong - DH10NH

" Phdng Ke toan - H&nh chiinh Sacombank An Giang

Ndm 2010Nam 2011Nam 2012

• Thunhap "Chi phi nLainhuEin

Hlnh 3.2: KSt qua hoat dpng cua Sacombank An Giang

Xdy dimg ke hoach PR cho Sacombank- chi rthdnh An Gianggiai Soqu 2013 - 2014

-Chiu trdch nhipm t6 chiic va theo doi kiSm tra cong tdc ap tai tiSn, bao ve

an ninh, phong chay chua chay va bao dam tuy^t d6i an toan ca sit v^it chat trong

va ngola gib l^m viec

-Quan ly he thdng kho hang c&n c6 cua Ngan hang va nhan su phu trachkho h^^g cam co

-Xay dvmg ke hoach tuyen dimg nhan sir hang nam can c6 ke hoach morpng mang ludi va kSt qua dinh bien ciia chi nh^nh

-Phoi horp vai Phong nhan su tai hoi so trong viec tuySn dimg tai chi

• Bo phan kinh doanh tiln tp:

Thuc hien cac nghiep vu mua bdn ngoai te, cong cu phdi sinh (hop d6ng kyhan, giao ngay ), cdc nghiep vu ve thanh todn qu6c te

3.2.3 Ket qua hoat dng cua Sacombank An Giang giai doan

2010 -201219:

Tri$u dong

350,000

SVTH: Nguyen Kim Cuang - DH10NH

Ph6ng Ke to^n - H^^h chdnh Sacombank An Giang

23,8

' 29

18,7

30 37

Tuyet doi (ty

Xay d^ng ki hoach PR cho Sacombank- chi nhanh An Giang giai Soan 2013 - 2014

Thong qua bilu d6 ket qua hoat dong kinh doanh tu nam 2010 dgn nam

2012, ta thdy Sacombank An Giang luon dat nuic tang trudng cao Trpng dot6ng thu nhap nam 2011 tang 111,592 trieu d6ng so vai nSm 2010, d^n nam

2012 thi thu nhap tang 23,088 trieu d6ng Su tang truang ciia thu nhap trong 3nam qua la do Ngan hang khong ngurng tim kilm khach hang mdi, tdng thiphan, thuc hien dung nguyen tac de cong tac cho vay duqc an toan va hieuqua Ngoai ra, sau hon 3 nam hoat dong Sacombank An Giang da tao duqc uytin trong long nguai dan nen d3,thu hut duqc nhieu khach hang hon Tir do hieuqua hoeit dong kinh doanh cua Ngan hang c^ng phat trien hon nen thu nhap

tang qua cac nam.

Chi phi co xu hudng tang chSm qua cac nam Dieu nay cho thaySacombank An Giang da biet each quan ly tot nguon chi phi khong cho notang cao so vai nhip do tang truang cua doanh thu

Trong 3 nam qua lqi nhuan cua chi nhanh tang trucmg cao, cu the nam 2012tang 25,916 trieu d6ng so vai nam 2011 Lqi nhuan cua chi nhanh luon gift vtingduqc toe do phat triln va khong ngung tang cao Nhin chung, vai quylt tarn caocua t3p the can bq nhan vien, chi nhanh An Giang da khdng ngtaig phat trien quacac nam va khing dinh thuang hieu ngay cang Ion manh tren thi truang AnGiang

3.2.4 Ke hoach kinh doanh ciia Sacombank - chi nhanh An Giang nam

SVTH: Nguyen Kim Cuong-DHIONH'26

Xay dymg kihogch PR cho Sacombank- chi nhanh An Gianggiai doan 2013 -2014

Chucrng 3 da gi&i thieu tong quan ve qua trinh hinh tharih, phdt trien cua

Sacombank'An Giang, cung nhu ca cdu to chuc, chiec nang cdcphdng ban, kit

qua boat dong giai doan 2010 - 2012 vd ki hoqch kinh doanh cua Sacombank

- chi nhanh An Giang ndm 2013

SVTH: Nguyen Kim Cuang - DH1ONH

16 Anh/chi thuang xem tivi vao thai giannao trong ngay (co the chon nhieu cau tra

lai):

Sang TruaChieu ^ Toi

15 Anh/Chi thuang xem kenh truyen hinhnao tren tivi? (co th^, chon nhieu cau tra

lai): THAG THVL

THDT Khac

Sau phong van

16 Anh/chi thuang xem tivi

vao thai gian nao trong ngay

15.!Anh/Chi co thuang xem

tivi khong ?

Co Khong

Truoc phong v^n

- Buoc 1: Sau khi so^in hoan thanh mot dan bai thao luan vdi nhung cau hoi

mo, se tien hanh thao luan tay doi vdi mot so dap vien (n=10), thong qua dan bainham khai thac cac vfin d xung qua'nh de tai, dong thai xac dinh cac yeu to anhhuang den nhan dang va phan biet thuang hieu Tir cac thong tin thu thap dupetien hanh dieu chinh mo hinh nghien cuu va thiet lap hoan chinh ban cau hoichinh thuc Sau do ti8n hanh phong vSn thil 10 dap vien dl ki^m tra tinh khathi cua ban cau hoi, neu co sai sot thi dieu chinh lai cho phu hop

Sau khi phong van thu phat hien mpt'so sai sot va dupe dieu chinh nhu sau:

Phong van qua bah cau hoi

n=150

Xu ly, phan tich dtt lieu

Thao luan tay doi v^i n = 10Phong van true tiep

(n=10)

Ky thuat

Dinh lupng

Dinh tinh Dinh lupng

Phu'OBg

phap

Nghien ciiu chinh thuc

Nghien cuu so bpDang

2 •

1

Bir^^c

4.1 Thiet ke nghien cuu:

Thirc hien nghien cuu gom 2 buoc chinh:

Chuang nay trlnh bay phucmg phdp nghien cuu cua de tdi bao gom cdcnqi dung sau: thiet ki nghien^ cuu, quy trlnh nghien cuu, phuongphdp thu thqp,xic ly so lieu so cap vd thu cap Cdc loai thang do, mdu vd each chon mdu duqcsir dung trongphdn nghien cuu cung dupe trinh bay cu the trong chuong nay.Xdy dung kihoqch PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

CHlTONG 4 PHITONG PHAP NGHIEN CUtf

SVTH: Nguyln Kim Cudng - DH1ONH

Hinh 4.1: Quy trinh nghien cuu

1 Dua tren nhung co so ly thuygt vg nhan bigt thuong hieu, PR va thong tin

vg thuong hieu Sacombank, tign hanh soan thao dan bai thao luan tay doi va

Xay dung ke hoach

Soan thao bao c^o

phan tich va soan thao bao cao.

4.2 Quy trinh nghien cii'u:

Toan bo quy trinh nghien ciiu co th^ mo ta qua hinh 4.1 duoi day:

Xay dimg ke hoqch PR cho Sacombank— chi nhdnhAn Gianggiai doqn 2013 - 2014

SVTH: Nguyen Kim Cuong-DHIONH29

Xdy dung id hoqch PR cho Sacombank— chi rihdnh An Giang giai doan 2013 - 2014

dung dan bai nay thao luan true tiep voi mot s6 dap vien (ubc tinh la 10) de hoanthanh ban cau hoi chinh thiic Sau khi da hoan chinh ban cau hoi chinh thiic, ti&ihanh phong van true tiep vdi so mau da chpn Sau khi thu thap thong tin tir phantra \in ciia cac dap vien trong ban cau hoi, thbng tin se duoc ma hoa, xu 1^ va

phan tich, sau do soan thao bdo cao.

4.3 Phirong phap thu thap va xu ly s6 lieu:

4.3.1.Du lieu thucSp:

-Dan so d cac huyen, thi, thanh cua tinh An Giang nam 2011

- Cac so lieu kinh doanh cua Sacombank An Giang tur phong K^ toan

- Hanh chanh giai doan 2010-2012

4.3.2.Du lieu sff clip:

> Phuomg phap thu thap: Phong vn true tiep thong qua ban cau hoi

o Ban cau hoi: Ban cau hoi cda nghien ciiu nay su dung thang do:danh nghia, thii bac va khoang each

•Thang do danh nghia (dinh danh):

Theo Anh/Chi trong cac cau sau, cau nao la khau hi^u cuaSacombank?

D Ngan hang cua moi nha? VI cpng dong phat trien dia phuong

D Ngudi ban d6ng hkah tin cay D Dung sau thanh c6ng cua ban

? Cung ban di tdi thanh cong D Khong bik

•Thang do muc d (nhj phan):

Anh/chi co xem cac trang quang cao tren bdo khong?

? Co• DKhongAnh/Chi co thuang dm hieu cac thong tin ve ngan hang bang Internet

khong ?

? Co? Khong

•Thang do khoang each:

Anh/Chi hay cho biet muc do quan tarn cua minh ve cac phuong den daneu a tren (1 Id hoan toan khong quan tarn, 2 Id khong quan tdm, 3 Id trunghoa, 4 Id quan tdm, 5 Id rat quan tdm):

SVTH: Nguyen Kim Cuong - DH10NH

21L Thj Mpng Ki^u 2009 D^nh gi4 miic dp nh^n bi^t thuong hipu Eximbank An Giang tai th^nh ph6

Long Xuyen Lu^n van tot nghipp cur nhan Tai chinh doanh nghipp Khoa Kinh te Dai hpc An Giang

22Nien gidm thOng kS An Giang 2011 va Th6ng b4o tlnh hlnh kinh t6 xS hpi 2012'

17 14 9 23

C&mlu

(phi^u)

11 10 6 15

Dan so

(nguoi)

Huyen Phti TanThi xa Tan ChauThi xa Chau Doc

D Thong tin quang cao

?Marketing true tiSp

?Chucrng trinh khuyen mait

D NhQng hoat dong tai trp

?Nguoi than gidi thi^u

Ratquan

tam

4 4 4 4 4 4

Quan

tam

3 3 3 3

3

3

Trunghoa

2 2

2

2 2 2

Khong

quan tam

1

' 1

1 1 1 1

Hoan

toan

khong

quan tarn

Mtic do quan tam

YkiSnkhac

Ngudi than gidi thieu

Quan he cong chiing

Khuygn mai

Marketing true tiep

Quang cao tren tivi

Phu'ffng tien

Xdy dung kd hogch PR cho Sacombank- chi nhdnh An Giang giai doan 2013 -2014