VanLuong.blogSpot.com ACB

7/31/2019 VanLuong.blogSpot.com ACB

1/34

1 Phn tch hot ng Marketing Mix ca ngn hng Chu trong vic tha mn nhu cucu khch hng

LI NI U

Trong khi th gii ang i mt vi hu qu ca nhng cuc khng hong ti chnh nngn trong thi gian gn y, ngnh Ngn Hng t ra l hot ng quan trng v lun i u

trong vic gii quyt khng hong v to ra nhng c hi kinh doanh mi. Mc d, bn thnn cng phi i mt vi tc hi nghim trng ca khng hong, va phi lin tc i mi theo kp vi xu th pht trin ca x hi.

p lc t ln cc ngnh Ngn Hng, buc h phi i mi v gia tng thm cc dch vkhc nhau, gia tng cht lng phc v, cng nh linh hot v phong ph hn trong cch tipcn khch hng mc tiu.

Di gc nhn ca b mn Marketing Dch V, bi tiu lun ca nhm s tp trung phntch M hnh Marketing Mix ca Ngn Hng Chu vi mong mun sa ra mt s

xut, gii php gip hon thin c m hnh Marketing Mix.

Trong qu trnh lm bi, do kinh nghim lm tiu lun ca nhm cha nhiu, nn c thc nhiu sai st, mong Ging vin v cc bn thng cm.

Rt mong nhn c nhng gp chn thnh t Ging vin v cc bn. Nhm xin chnthnh cm n.

Nhm thc hin


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DANH SCH NHM

STT H v tn Lp1 Nguyn ThPhng Tho Mar1

2 Nguyn Trn Thy Trang Mar1

3 Nguyn Hong Anh Mar1

4 Nguyn Hu Tun Mar1

5 V Ngc Vn Anh Mar2

6 Thi Kim Thanh Mar1

7 Nguyn Th Tuyt Sng Mar18 L Tho Lan Mar1

9 inh Nguyn H Vy Mar1

10 Th Thanh Trc Mar1

11 Trnh Vn Ty Mar1


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MC LCLI NI U..................................................................................................................................... 1

MC LC .......................................................................................................................................... 3

TNG QUAN V NGN HNG TMCP CHU................................................................................. 4

1. Lch s hnh thnh v pht trin:.................................................................................................. 42. Tm nhn: ................................................................................................................................. 43. Chin lc pht trin:................................................................................................................. 5

CC DCH V CA NGN HNG ACB ............................................................................................. 8

1. Cc dch v cho khch hng c nhn ............................................................................................ 8a. Sn phm th v dch v chp nhn th..................................................................................... 8

b. Sn phm cho vay .................................................................................................................. 9

c. Dch v cho thu ti chnh..................................................................................................... 10

d. Dch v khc ....................................................................................................................... 10

2. Khch hng l doanh nghip ..................................................................................................... 11a. Dch v ti khon................................................................................................................. 11

b. Dch v cho thu ti chnh..................................................................................................... 11

c. Dch v khc ....................................................................................................................... 11

d. Bao thanh ton..................................................................................................................... 11

e. Sn phm tn dng ............................................................................................................... 12

f. Giao dch quyn chn ........................................................................................................... 12

g. Thanh tan quc t............................................................................................................... 12

PHN TCH M HNH MARKETING MIX ....................................................................................... 13

3. Product................................................................................................................................... 134. Price ...................................................................................................................................... 175. Place...................................................................................................................................... 216. Promotion............................................................................................................................... 23

a. Xy dng hnh nh thng hiu: ............................................................................................ 23

b. Xc tin bn hng: ............................................................................................................... 23

c. Qung co:.......................................................................................................................... 23

d. Hot ng PR ...................................................................................................................... 23

7. People.................................................................................................................................... 25

8. Process................................................................................................................................... 27a. C cu t chc ca Ngn hng ACB ...................................................................................... 27

b. B my qun trv iu hnh ................................................................................................ 27

9. Physical Evidencemt s thnh tch v cng nhn ca x hi..................................................... 29 XUT HON THIN M HNH MARKETING MIX .................................................................... 31

1. Product:.................................................................................................................................. 312. Place:..................................................................................................................................... 313. Promotion:.............................................................................................................................. 314. People:................................................................................................................................... 32

NHN XT CA GING VIN........................................................................................................ 33


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TNG QUAN V NGN HNG TMCP CHU

1. Lch shnh thnh v pht trin:

Php lnh vNgn hng nh nc v Php lnh vngn hng thng mi, hp tc x

tn dng v cng ty ti chnh c ban hnh vo thng 5 nm 1990 to dng mt khungphp l cho hot ng ngn hng thng mi ti Vit Nam. Trong bi cnh , Ngn hngthng mi c phn Chu (ACB) c thnh lp theo Giy php s 0032/NH-GP do

Ngn hng Nh nc Vit Nam cp ngy 24/04/1993, GIy php s 553/GP-UB do y banNhn dn TP. H Ch Minh cp ngy 13/05/1993.

- Ngy 04/06/1993, ACB chnh thc i vo hot ng.

- Ngy 30/6/1994 tng vn iu l ln 70 tng.

- Ngy 17/2/1996 tng vn iu l ln 341 tng v l ngn hng u tin tiVit Nam pht hnh th tn dng quc t ACB-Master Card .

- Nm 2005 tng vn iu l ln 948,32 tng.

- Ngy 14/2/2006 tng vn iu l ln 1.100 tng, n thng 11/2006 nim ytc phiu ti HaSTC.

- Ngy 25/5/2007 tng vn iu l ln 2.530 tng.

- Vn iu ln thng 3/2009 l 6.355.812.780.000 ng.

- K t ngy 31/12/2010 vn iu l ca ACB l 9.376.965.060.000 ng

ACB c Trung tm Giao dch Chng khon H Ni chp thun cho nim yt k tngy 31/10/2006 theo Quyt nh s21/Q-TTGDHN.

- Loi chng khon: C phiu ph thng

- M chng khon: ACB

- Mnh gi: 10.000 ng/ c phiu

- Slng chng khon nim yt hin nay: 263.005.996 c phiu

2. Tm nhn:Ngay t ngy u hot ng, ACB xc nh tm nhn l tr thnh ngn hng

thng mi c phn bn lhng u Vit Nam. Trong bi cnh kinh t x hi Vit Nam vothi im Ngn hng bn l vi khch hng mc tiu l c nhn, doanh nghip va vnh l mt nh hng rt mi i vi ngn hng Vit Nam, nht l mt ngn hng mithnh lp nh ACB.


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3. Chin lc pht trin:

Tng trng cao bng cch to nn s khc bit trn c shiu bit nhu cu khch hngv hng ti khch hng.

Xy dng h thng qun l ri ro ng b, hiu qu v chuyn nghip m bo chostng trng c bn vng.

Duy tr tnh trng ti chnh mc an ton cao, ti u ha vic s dng vn cng(ROE mc tiu l 30%) xy dng ACB trthnh mt nh ch ti chnh vng mnh, ckh nng vt qua mi thch thc trong mi trng kinh doanh cn cha hon ho cangnh ngn hng Vit Nam.

C chin lc chun b ngun nhn lc v o to lc lng nhn vin chuyn nghipnhm m bo qu trnh vn hnh ca h thng lin tc, thng sut v hiu qu. Xy dng

Vn ha ACB trthnh yu t tinh thn gn kt ton h thng mt cch xuyn sut. ACBang tng bc thc hin chin lc tng trng ngang v a dng ha.

Cc nguyn tc hng dn hnh ng:

- Ch c mt ACB

- Lin tc cch tn

- Hi ha li ch ca cc bn c quyn li lin quan.

C cu tchc:

- Su khi : Khch hng c nhn, Khch hng doanh nghip, Ngn qu, Pht trinkinh doanh, Vn hnh, Qun tr ngun lc.

- Bn ban: Kim ton ni b, Chin lc, m bo cht lng, Chnh sch vQun l tn dng.

- Hai phng : Ti Chnh, Thm nh ti sn (trc thuc Tng gim c).

Mng li knh phn phi:

Gm 308 chi nhnh v phng giao dch ti nhng vng kinh t pht trin trn ton quc:

- Ti TP H Ch Minh: 1 Sgiao dch, 31 chi nhnh v 105 phng giao dch

- Ti khu vc pha Bc (H Ni, Hi Phng, Thanh Ha, Hng Yn, Bc Ninh,Qung Ninh, Vnh Phc): 15 chi nhnh v 63 phng giao dch

- Ti khu vc min Trung (Thanh Ha, Nng, Daklak, Gia Lai, Khnh Ha,Ninh Thun, Hi An, Hu, NghAn, Lm ng): 12 chi nhnh v 32 phng giaodch


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- Ti khu vc min Ty (Long An, Tin Giang, Vnh Long, Cn Th, ng Thp,An Giang, Kin Giang v C Mau): 9 chi nhnh, 14 phng giao dch (Ninh Kiu,Tht Nt, An Thi)

- Ti khu vc min ng (ng Nai, Ty Ninh, Bnh Dng, Vng Tu): 4 chi

nhnh v 22 phng giao dch.

Trn 1.800 i l chp nhn thanh ton th ca Trung tm thACB ang hot ng

1003 i l chi tr ca Trung tm chuyn tin nhanh ACB-Western Union

Cng ty trc thuc

- Cng ty Chng khon ACB (ACBS).

- Cng ty Qun l v khai thc ti sn Ngn hng Chu (ACBA).

- Cng ty cho thu ti chnh Ngn hng Chu (ACBL).- Cng ty Qun l Qu ACB (ACBC)

Cng ty lin kt

- Cng ty C phn Dch v Bo v Ngn hng Chu (ACBD).

- Cng ty C phn a c ACB (ACBR).

- Cng ty lin doanh

- Cng ty C phn Si Gn Kim hon ACB- SJC (gp vn thnh lp vi SJC).

ngha thng hiu:

ACB l ch vit tt Asia Commercial Bank

ngha:

ACB l:Attitude (Thi ), Capability (Nng lc) v Behaviour(Hnh vi)

Thi : Nhn vin ACB lun c thi tn trng khch hng, lng nghe khch hng, xemkhch hng l i tc quan trng trong quan h li ch htng

Nng lc: ACB cung ng y ngun vt cht, ti chnh v nhn sm bo qu trnhcung ng sn phm dch v v cc tin nghi giao dch c thun li an ton.

Hnh vi: Nhn vin ACB lun ng x lch s, thn thin vi khch hng

Mu sc:

Thng hiu (logo) ACB c mu xanh. Mu xanh l biu trng ca: nim tin, hy vng,s trtrung v nng ng

Thit k


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Thng hiu ACB c 12 vch chy ngang 3 ch A, C, B v c v tr trung tm. Con s12 i din cho 12 thng trong nm (thi gian), cc vch ngang biu trng cho dng luthng tin t(ngn lu) trong hot ng ti chnh ngn hng. V tr trung tm biu trng chotrng thi cn bng.

Nhn s:

Tnh n ngy 28/02/2010 tng s nhn vin ca Ngn hng Chu l 6.749 ngi.Cnbc trnh i hc v trn i hc chim 93%, thng xuyn c o to chuyn mnnghip v ti trung tm o to ring ca ACB.

Hai nm 1998-1999, ACB c Cng ty Ti chnh Quc t (IFC) ti trmt chngtrnh h trk thut chuyn vo to nghip v cho nhn vin, do Ngn hng Far EastBank and Trust Company (FEBTC) ca Phi-lip-pin thc hin. Trong nm 2002 v 2003, cccp iu hnh tham gia cc kho hc v qun tr ngn hng ca Trung tm o to Ngnhng (Bank Training Center).

Trnh kthut cng ngh

ACB bt u trc tuyn ha cc giao dch ngn hng t thng 10/2001 thng qua hqun tr nghip v ngn hng bn l (TCBS- The Complete Banking Solution), c c sdliu tp trung v x l giao dch theo thi gian thc.

ACB l thnh vin ca SWIFT (Society for Worldwide Interbank FinancialTelecommunication), tc l Hip hi Vin thng Ti chnh Lin ngn hng Ton Th gii,

bo m phc v khch hng trn ton th gii trong sut 24 gimi ngy.ACB s dng dch v ti chnh Reuteurs, gm Reuteurs Monitor: cung cp mi thng

tin ti chnh v Reuteurs Dealing System: cng c mua bn ngoi t.

Htrkthut:

IFC dnh mt ngn khon trgi 575.000 -la M trong chng trnh H trkthut nhm mc ch nng cao nng lc qun triu hnh ca ACB, c thc hin trongnm 2003 v 2004.

Ngn hng Standard Chartered ang thc hin mt chng trnh h trk thut tondin cho ACB, c trin khai trong khong thi gian nm nm (bt u tnm 2005).

Sn phm, dch v ngn hng:

Sn phm dch v chnh

- Huy ng vn (nhn tin gi ca khch hng) bng ng Vit Nam, ngoi t vvng

- S dng vn (cung cp tn dng, u t, hn vn lin doanh) bng ng VitNam, ngoi t v vng


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- Cc dch v trung gian (thc hin thanh ton trong v ngoi nc, thc hin dchv ngn qu, chuyn tin kiu hi v chuyn tin nhanh, bo him nhn th quangn hng.

- Kinh doanh ngoi t v vng.

- Pht hnh v thanh ton th tn dng, th ghi n.

Sn phm th

Th tn dng:

- Th Chip ACB Visa Platinum

- Th ACB Visa/MasterCard

Th trtrc:

- Th trtrc quc t Visa Prepaid v MasterCard Dynamic- Th trtrc quc t Visa Electron v MasterCard Electronic

- Th ACB e.Card

Th ghi n:

- Th Visa Debit

- Th 365 Styles

- Th ATM2+

CC DCH V CA NGN HNG ACB1. Cc dch v cho khch hng c nhn

a. Sn phm th v dch v chp nhn th

Sn phm th- Th tn dng

Th tn dng quc t ACB Visa PlatinumTh tndng quc t ACB Visa / MasterCard

- Th tr trc

Th tr trc quc t Visa Extra Prepaid

Th tr trc quc t ACB Visa Prepaid/MasterCard Dynamic

Th tr trc quc t ACB Visa Electron/MasterCard Electronic

- Th ghi n
http://www.acb.com.vn/khcn/cn_the_tdqt_platinum.jsphttp://www.acb.com.vn/khcn/cn_the_tdqt_platinum.jsphttp://www.acb.com.vn/khcn/cn_the_tdqt.jsphttp://www.acb.com.vn/khcn/cn_the_tdqt.jsphttp://www.acb.com.vn/khcn/cn_the_tdqt.jsphttp://www.acb.com.vn/khcn/cn_the_tdqt.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt_extra.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt_extra.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt1.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt1.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt2.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt2.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt2.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt1.jsphttp://www.acb.com.vn/khcn/cn_the_ttqt_extra.jsphttp://www.acb.com.vn/khcn/cn_the_tdqt.jsphttp://www.acb.com.vn/khcn/cn_the_tdqt_platinum.jsp


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Th ghi n quc t Visa Extra Debit

Th ghi n quc t MasterCard Debit

Th ghi n quc t ACB Visa Debit

Th ghi n ni a ACB 365 Styles Th ghi n ni a ACB2GO

Th ghi n ni a ACB Visa Domestic (ATM2+)

Dch v chp nhn thanh ton th

Chuyn khon ATM V mt cuc sng hin i

Danh POS ca ACB chp nhn thanh ton th ni a ca cc ngn hng thnh vinBANKNETVN /SMARTLINK /VNBC

Dch v chp nhn th ca ACB

b. Sn phm cho vay

Cho vay c ti sn m bo

Vay mua nht

Vay xy dng, sa cha nh

Vay mua cn h cc d n bt ng sn thchp bng cn h mua

Vay tiu dng c ti sn bo m

Dch v h tr ti chnh du hc

Vay mua xe t

Vay hp tc kinh doanh vi doanh nghipth chp bt ng sn

Vay b sung vn lu ng theo phng

thc thu chi th chp bt ng snVay u t ti sn c nh

Vay b sung vn lu ng

Vay cm c Th tit kim, Giy t c gi,Vng, Ngoi t mt

Vay u t kinh doanh chng khon thchp bng bt ng sn

Vay u t kinh doanh chng khon thchp bng chng khon

ng tin ngy T (Cho vay u t kinhdoanh chng khon th chp bng tin bnchng khon ngy T)

t mua chng khon m bo bng thtit kim ACB

Vay th tn dng (quc t, ni a).Vay pht trin kinh t nng nghip

Pht hnh th bo lnh trong nc

Cho vay tn chp(Khng cn ti sn m bo)

H tr tiu dng dnh cho nhn vin cng ty

Thu chi ti khon
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c. Dch v cho thu ti chnh

Cho thu ti chnh xe c gii

Cho thu ti chnh thit b, my mc,...

d. Dch v khcTh tn dng ni a

Th tn dng cng ty

Cc dch v khc theo yu cu

Bao thanh ton

Bao thanh ton trong nc

Bao thanh ton xut khu

Giao dch quyn chn

Quyn chn mua bn ngoi t (currency options)

Quyn chn mua bn vng (gold options

Tin gi tit kim

Tit kim khng k hn bng VND

Tit kim khng k hn bng ngoi t

Tit kim c k hn bng VND

Tit kim c k hn bng ngoi t

Tit kim bng Vng

Tit kim Li sut th ni

Tit kim -bo him Lc Bo Ton

Tin gi thanh ton

Tin gi USD linh hot - Online

Tin gi li sut th ni Online

Tin gi u t trc tuyn

Tin gi thanh ton bng VND

Tin gi thanh ton bng ngoi t

Tin gi c k hn bng VND

Tin gi c k hn bng ngoi t

Tin gi k qu bo m thanh ton th

Tin gi USD linh hot - Online

Tin gi li sut th ni Online

Tin gi u t trc tuyn

Tin gi thanh ton bng VND
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Tin gi thanh ton bng ngoi t

Tin gi c k hn bng VND

Tin gi c k hn bng ngoi t

Tin gi k qu bo m thanh ton th

Tin gi thanh ton linh hot - Li sut thni

Tin gi thanh ton linh hot - Li sut thni

2. Khch hng l doanh nghip

a. Dch v ti khon

Tin gi

Tin gi u t trc tuyn

u t linh hot km quyn chn

Tin gi thanh ton

Tin gi thanh ton li sut c thng

Tin gi Upstair

Tin gi c k hn

Tin gi k hn li sut linh hot

Tin k qu

Dch v ti chnh

Dch v thu h tin mt

Dch v thu tin ha n

Dch v chi h tin mt

Dch v thanh ton ha n

Dch v chi h lng/hoa hng i l

Dch v qun l ti khon tp trung

Chuyn tin trong nc

Chuyn tin nc ngoi

b. Dch v cho thu ti chnh

Cho thu ti chnh xe c gii

Cho thu ti chnh thit b, my mc,.c. Dch v khc

Th tn dng ni a

Th tn dng cng ty

Cc dch v khc theo yu cu

d. Bao thanh ton

Bao thanh ton trong nc
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Bao thanh ton xut khu

e. Sn phm tn dng

Chng trnh H tr ti chnh cho nh phn phi

Ti tr vn lu ngChng trnh cho vay i vi doanhnghip c bo lnh vay vn ca Ngn hngPht trin Vit Nam

Cho vay sn xut kinh doanh trong nc

Cho vay b sung vn kinh doanh tr gp

Thu chi ti khon

Chng trnh h tr ti chnh dnh cho ccnh phn phi ca cng ty TNHH NestlVit Nam

Ti tr xut khu

Cho vay bo m bng khon phi thu tb chng t hng xut khu theo phngthc chuyn tin bng in (T/T)

Ti tr thu mua d tr

Ti tr xut nhp khu trn gi

Ti tr xut khu trc khi giao hng

Chit khu hi phiu km theo b chng thng xut khu theo phng thc L/C,D/A, D/P

Cho vay bo m bng khon phi thu tb chng t hng xut khu theo phngthc D/A, D/P, L/C

Ti tr ti sn c inh v d n

Cc chng trnh ti tr c bit cho doanh nghip va v nh

Dch v bo lnh

Bo lnh trong nc

Bo lnh ngoi nc

Cho vay u t

Cho vay ng tin ngy T

f. Giao dch quyn chn

Quyn chn mua bn ngoi t (currency options)Quyn chn mua bn vng (gold options)

g. Thanh tan quc t

Chuyn tin i bng in (T/T)

Chuyn tin i bng in ghi c trongngy

Nhn tin chuyn n

Nh thu nhp khu

Nhthu xut khu

Th tn dng (L/C) nhp khu

Th tn dng (L/C) xut khu
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14/34


2004 2005Gi tr

Ttrng

Tin vay t NHNN68.67

0967.3

12 49.000 0,15%

Tin gi v tin vay tcc TCTD trong nc

1.000.806

1.123.576

2.131.696

6,73%

Vn nhn t Chnh ph,cc t chc quc t v t chckhc

243.950

265.428

260.712 0,82%

Tin gi ca khch hng13.04

0.34019.98

4.92029.229.1

0992,30

%

Tng vn huy ng14.35

3.76622.34

1.23631.670.5

17100,0

0%

Ngun vn huy ng 2004 n 30/9/2006

Khon mc

Nm 2004 Nm 2005 30/9/2006

Sd

Ttrng

Sd

T

trng

Sd

T

trng

Phn theo k hn14.35

3.766100,

0%22.341

.236100

,0%31.670

.517100

,0%

- Ngn hn.11.17

2.60377,8

%17.770

.90479,

5%24.888

.62378,

6%

- Trung, di hn.3.181

.16322,2

%4.570.

33220,

5%6.781.

89421.

4%

Phn theo c cu 14.353.766 100,0% 22.341.236 100,0% 31.670.517 100,0%

- Ngoi nc - - - - - -

- Trong nc14.35

3.766100

%22.341

.236100

%31.670

.517100

%

+ Vn nhn tChnh ph, cc tchc quc t v cc

t chc khc.

243.950

1,7%

265.428

1,2%

260.712

0,8%


15/34


+ T chc tndng.

1.069.476

7,5%

2.090.888

9,4%

2.180.696

6,9%

+ Khch hng.13.04

0.34090,8

%19.984

.92089,

4%29.229

.10992,

3%

Sdng vn (cung cp tn dng, u t, hn vn lin doanh) bng ng VitNam, ngoi t v vng

- V cho vay bng VND, ACB v khch hng vay c th tha thun ng tintr nv vic bo ton gi tr ngc theo quy nh ti khon 1 iu 13 Quych cho vay ca t chc tn dng i vi khch hng ban hnh theo Quytnh s1627/2001/Q-NHNN.

- Theo quy nh ca php lut v hot ng huy ng vn, ACB khng cthc hin huy ng vn di hnh thc nhn tin gi tit kim bng ng Vit

Nam m bo bng la M v cc hnh thc huy ng vn khc khng phhp vi quy nh ca php lut

- Trong bi cnh NHNN sit cht chnh sch tin t kim sot lm pht,ACB cng phi hn ch cho vay, tuy nhin khng c ngha l ACBngng cho vay. Nhng khch hng c nhu cu vn vay kinh doanh hoctiu dng vi phng n vay kh thi, NH thm nh nng lc tr n, c bit

l khch hng c lch s tr n tt sc ACB u tin cho vay. Cc snphm tn dng ca ACB hin rt phong ph, nht l dnh cho khch hng cnhn. ACB l NH i u trong h thng NH Vit Nam cung cp cc loi tndng cho c nhn nh : cho vay tr gp mua nh, mua nn nh, sa cha nh,cho vay sinh hot tiu dng, cho vay tn chp da trn thu nhp ngivay, cho vay du hc

Cc dch v trung gian (thc hin thanh ton trong v ngoi nc, thc hindch v ngn qu, chuyn tin kiu hi v chuyn tin nhanh, bo him nhn th

qua ngn hng. Kinh doanh ngoi t v vng: hot ng kinh doanh vng em li thu nhp

tng i ng kcho ACB. Tnh ring trong nm 2010, hot ng ngn qutrong trong kinh doanh vng xp x 33% (1,000 tng) vo tng thu nhp cangn hng; ng thi, cng chim 15-20% tng thu nhp trong qu 1/2011.Trong 4 thng 2011 th tc tng trng tn dng ca ACB xp x 4%.

- Tnm 1998 ACB l ngn hng u tin thc hin huy ng v cho vaybng vng, ACB hin ang l ngn hng dn u trong lnh vc ny v tr

thnh nh kinh doanh vng c quy m ln nht Vit Nam. L ngn hngu tin c NHNN cho php kinh doanh vng nc ngoi v kinh


16/34


17/34


Chng v thi gian duy tr trng thi

Pht hnh v thanh ton th tn dng, th ghi n.- Cc loi th tn dng :

Th ACBVa Plantinum Th tn dng quc t

- Cc loi th ghi n: ACB c 3 loi th ghi ngm:

Th ghi nquc t ACB Visa Debit

Th ghi nni a 365 Styles

Th ghi nni a Visa Domestic (ATM2+)

ACB cn c cc v cng thm cho cc sn phm th ca mnh, v cc tin ch nh:

ng k th qua mng, ng k th qua tin nhn.

4. Price

Li sut huy ng:

Li sut huy ng ca ACB c a dng theo nhiu loi tin v nhiu k hn u t

tha mn nhu cu u t khc nhau ca tng khch hng.

Mt s li sut huy ng mi p dng t 14/9/2011 ca ACB


18/34



19/34


Li sut tn dng:


20/34


C nhiu mc phn theo thi gian vay ngn hn/trung di hn v mc ch s dng vn

cho cc i tng khc nhau nh khch hng c nhn( cho vay mua nh t, cho vay tiu

dung v.v, khch hng doanh nghip( Cho vay vn u t, ti tr,v.v)

Khi nh gi ( li sut tn dng)cho sn phm ti chnh, ACB cn c vo cc yu t sau:- V tr sn phm trn thtrng

- Mc tiu marketing ca ngn hng

- co dn ca nhu cu

- Hin trng nn kinh t

- Khnng cung ng ca ngn hng

- Mc ph v li sut ca i th cnh tranh- Quy nh ca Chnh ph v mc li sut c bn cng nh mc li trn, li sn

ca cc khon vn huy ng hay cc khon tn dng

- Chnh sch ph dch vkhc: ACB c biu ph dch v dnh cho khch hng

l c nhn v doanh nghip trong hu ht cc dch vnh: giao dch tin gi thanh

ton, chuyn tin, tn dng chng t, nhthu, dch v bo lnh, in ph, bao thanh

ton trong nc, dch v ngn qu v cc dch v khc. V d: Biu ph mt s dch

v cho khch hng c nhn:


21/34


22/34


dch, 29 chi nhnh v 106 phng giao dch. H Ni l ni tp trung nhiu th 2 trong cnc vi 4 chi nhnh v 51 phng giao dch.

Knh phn phi hin i- V slng my ATM, ngn hng ACB ch c khong hn 300 my ATM trong c

nc v phn b ch yu TP.HCM vi 204 my v H Ni vi mt con s khkhim tn 38 my.

- Lin kt vi cc n v, Ngn Hng khc. ACB Bank lin kt vi Banknetvn,Smartlink v VNBC c c mng li 11.000 my ATM trong cnc.Chng hn, ACB chnh thc trin khaiDch v chuyn tin lin ngn hng quathcho khch hng. y l dch v hp tc gia ACB v Cng ty c phn dch vth Smartlink (Smartlink) cng nh cc ngn hng trong h thng Smartlink. Theo, ch th ghi n ni a ca ACB v ch th ca cc ngn hng khc trong h

thng Smartlink c th thc hin giao dch chuyn tin t th sang th ln nhau. cbit, giao dch chuyn tin ny s c thc hin ngay lp tc, ngi nhn s nhnc tin ngay sau khi ngi chuyn thc hin giao dch.Ln u tin ti Vit Nam,giao dch chuyn tin ngoi h thng s c x l ngay lp tc, mi lc, mi ninh giao dch trong h thng.ACB cng lin kt vi cc h thng thanh ton trc tuyn khch hng vi thghi nni a ca ACB c th thc hin thanh ton mua hng ha, dch v. Danhsch mt s trang web nh sau: www.mobifone.com.vn (vin thng VMSMobifone), www.vinaphone.com.vn (tp on Vina), www.vietnamairlines.com

(Vietnam Airlines),...- Ngoi ra, cn c mt s knh giao dch internet banking, mobile banking thc

hin chuyn khon lin ngn hng ti ch th ni a hay quc t ca ngn hngkhc ch bng mt thao tc chuyn tin n gin, c th thc hin giao dch mi lcmi ni v nhn c tin ngay lp tc m khng cn trc tip n quy giao dchca cc ngn hng hoc bu in. y l dch v dnh cho ch th ni a hay quct ca 1 trong s cc ngn hng tham gia kt ni do Cng ty C phn Dch v ThSmartlink phi hp cng cc ngn hng pht hnh th. C th, ti ACB, ch th ghi n ni a ACB 365Styles hoc ACB2GO c th thchin giao dch chuyn tin n cc th ca cc ngn hng tham gia bao gm: NHTMCP Si Gn Thng Tn (Sacombank), NH TMCP Ngoi thng Vit Nam(Vietcombank) v NH TMCP Xut Nhp Khu Vit Nam (Eximbank) thng quaknh ngn hng in t ACB Online

So snh vi s liu chi nhnh, phng giao dch v my ATM ca mt s Ngn Hngkhc nh Techcombank v Vietin Bank,...t cho thy, th phn ca ACB hng ti cntp trung khu vc TP.HCM.

ACB BANK TECHCOMBANK VIETIN BANK
http://www.mobifone.com.vn/http://www.mobifone.com.vn/http://www.vinaphone.com.vn/http://www.vinaphone.com.vn/http://www.vietnamairlines.com/http://www.vietnamairlines.com/http://www.vietnamairlines.com/http://www.vinaphone.com.vn/http://www.mobifone.com.vn/


23/34


Slng CN, PGD

H NI 55 93 201

TP.HCM 137 91 128

Slng my ATM

H NI 38 215 213

TP.HCM 204 281 254

6. Promotion

a. Xy dng hnh nh thng hiu:

ACB xy dng c mt h thng thng hiu thng nht, t logo, slogan, ng phc,name card, phong b th.Thit k thc trng, d nhn din vi hng chACB p, thuht ngi,gy c hiu ng tt vi ngi s dng.

b.Xc tin bn hng:i ng nhn vin c o to bi bn, thi chuyn nghip. Thngn hng c ymnh qua nhiu hnh thc khc nhau nh gii thiu qua i l, pht hnh trc tip. tn nh,ti cc hi chtrin lm, trng hc, bu cc..

c. Qung co:Qung co l mt hnh thc truyn thng marketing hu hiu nht. Ngn hng ACB

cng lun quan tm ti hot ng qung co bng nhiu hnh thc qung co khac nhau:- Qung co xy dng thng hiu: Tp trung xy dng cc c im nhn bit ca

ngn hng nh slogan, logo, ng phc nhn vin,.

- Qung co hnh nh ca ngn hng nhiu ngi bit n ngn hng vi sloganNgn hng ca mi nhv hnh nh nhng chic gh, l cch ngn hng tora s khc bit v hnh nh ngn hng mnh vi cc ngn hng khc, hin ti ngnhng rt thnh cng vi hnh nh ca mnh, lun to s an tm cho khch hng.

(clip trn)- Qung co qua cc phng tin thng tin: ngn hng ACB s dng rt nhiu

phng tin thng tin qung co nh truyn hnh, truyn thanh, bo ch,internet cc phng tin ny gip ngn hng c nhiu ngi bit n hn.

d.Hot ng PRi vi cc ngn hng, hot ng PR l rt quan trng. Cng nh cc ngn hng khc

ngn hng Chu rt quan tm n hot ng ny.


24/34


Bi hc kinh nghim: Thng 10/2003, ton b hot ng ca ACB bo ln v tin ntht thit rng tng gim c ACB b trn. Khch hng x i rt tin, nh u t tmcch bn tho c phiu. Hu quhn 1000 tng t ra i khi ACB. Trong bi hc ny,ACB t ra thng trong vic gii quyt tnh hung. Ngn hng ACB c thngn

chn c khng hong nu lin h sm hn vi cc cng ty PR chuyn nghip, ni cnhng chuyn gia c o to bi bn v c kinh nghim. y l mt v din hnh vkhng hong v gii quyt khng hong. t bi hc knh nghim , hin nay ACB lun tPR l nhim v hot ng hng u ca ngn hng.

Hot ng ng gp cho x hi:

Trong sut qu trnh hnh thnh v pht trin, ACB lun c nhiu ng gp tch cc vos pht trin ca cng ng thng qua cc hot ng:

- Cng tc n n p ngha- Cng tc t thin ng h hi bo trbnh nhn ngho tp.HCM

- Ti trqungi ngho tnh Hu Giang

- Trao tng xe cp cu cho Hi ch thp ng h quChung mt tm lng cai truyn hnh tp.HCM

- Kt hp vi Hi Ch thp Tp.HCM t chc chng trnh ACB V sc khecng ng ti Cn Th v Vnh Long.

- T chc chng trnh ACB V sc khe cng ng khm bnh v pht thuc,tng qu cho nn nhn cn bo s 9 ti Qung Nam v Nng.

i vi ngnh gio dc:

Hng nm ACB u gp mt phn khng nh trong vic ti trcho cc ngnh lin quann gio dc:

- Ti trcho trng khim th

- Ti tr cho chng trnh Ngy hi ngh nghip 2009 trng i hc Kinh ttp.HCM

- Ti trxy trng mm non ti H Ni.

- Ti trhc bng cho sinh vin ngho cc trng i hc.

- Ti trkinh ph xe a n cho hc sinh cc trng ph thng tnh Daklak thamgia t vn tuyn sinh bo tui Tr.

- Ti trchng trnh Ngy tri t do i hc RMIT t chc.

V cn kh nhiu hot ng hng n x hi khc m ACB thc hin hng nm.


25/34


Bn cnh , ACB cng thng xuyn t chc s kin, hp bo, gii thiu snphm.nng cao hnh nh thng hiu ca mnh trong k c khch hng.

7. People

Mt thnh phn thit yu cho bt k cung cp dch v l vic s dng ca cc nhn vinv nhng ngi thch hp. Tuyn dng nhn vin thch hp v o to mt cch thch hptrong vic cung cp dch v ca h l cn thit nu t chc mun c c mt hnh thc lith cnh tranh.

Chnh v vy m ACB rt quan tm n nhn t con ngi. Nhn thc c rng mth thng hot ng hon ho l bi c nhng con ngi vn hnh gii v ngun nhn lc lyu t sng cn cho s thnh cng ca ACB, cng tc o to v chuyn mn nghip vc thc hin mt cch lin tc v c h thng.

Ngun nhn lc ACB c nh gi l c o to bi bn, c tnh chuyn nghip caov nhiu kinh nghim. Cc nhn vin trong h thng ACB c khuyn khch o tochuyn su v nghip v chuyn mn ph hp vi chc nng cng vic nhm thc hin ttcc dch va dng ca ngn hng v chun b cho nhng cng vic c trch nhim caohn.

ACB xy dng c Trung tm o to ca mnh vi h thng gio trnh hon chnhbao gm tt c cc nghip v ngn hng, cc kin thc php lut, t chc qun l v hotng theo ISO 9001:2000. Nhn vin qun l, iu hnh ca ACB cng c ch trng o

to chuyn su v qun tr chin lc, qun tr marketing, qun l ri ro, qun l cht lng,v.v. Ngn hng cng khuyn khch v thc y s chia s knng, tri thc gia cc thnhvin trong Ngn hng trn tinh thn mt t chc khng ngng hc tp chun b to nntng cho s pht trin lin tc v bn vng.

Dch vt vn ti chnh:

Cc chuyn vin t vn ti chnh c nhn (PFC) ca ACB s h trti a nhng khchhng c nhu cu vay tin, gi tin hay lam th nhng khng c iu kin ti ngn hng.i ng PFC ca ACB n tn ni t vn trc tip, hng dn cc th tc cn thit. Vi

khch hng c nhu cu lm th hay vay tin, PFC s t vn cc sn phm dch v th v chovay ph hp vi nhu cu, khnng ti chnh ca tng khch hng, hng dn lm th tcnhanh, tit kim chi phi i li. Bn cnh , cc chuyn vin PFC cung phi hp vi khchhng lp k hoch tr li v vn vay hp l cho ngn hng da trn ngun thu nhp, chi phisinh hot hng thng ca gia nh v bn thn khch hng nhm m bo cuc sng cakhch hng khi vay vn ti ACB.

Vi khch hng c nhu cu gi tin, PFC s t vn trong vic la chn k hn gi tinthch hp, linh hot s dng s tin gi ti ACB phc v cho k hoch u t hay nhngkhon tiu dng t xut nhng vn nhn tin lai cao. Ngoi ra, i ng PFC cn hng


26/34


dn khch hng c cc quyt nh u t, cung cp cc thng tin ti chnh hu ch, h trkhch hng xy dng k hoch s dng vn v kinh doanh...

ACB khng thu phi vi dch v T vn ti chnh c nhn do xc nh y l dch vgia tng gi tr cho khch hng khi giao dch ti ngn hng. ACB l ngn hng Vit Nam

u tin trin khai i ng PFC t vn sn phm ngn hng tn ni vi quy m rng. ACB xy dng i ng PFC vi hn 500 chuyn vin trin khai ti 170 n v trn tng s220 chi nhnh, phng giao dch trn ton quc

Dch v th:

Dch v th, ngoi cc tnh cht v cng ngh, my mc, trang thit b cn thit cngyu cu s tham gia ca nhn vin ngn hng v khch hng vo qu trnh to nn snphm. Do vy, trnh cng nh thi ca nhn vin chnh l mt phn ca dch v.

Nhn lc cho mng nghip v thnn c ch trng bi bn k c khi ngn hng sdng nhn vin past-tim pht hnh th. Vic o to nhn vin am hiu v nghip ngnhng, hiu bit v th ca ngn hng mnh v c ngn hng khc nhm gii p, h tr, tvn cho khch hng l mt trong nhng tiu ch c nh gi cao. Bi tuy chic th ngnhng l hu hnh nhng dch v m n mang li cng l nhng ci m sau khi s dngkhch hng mi c th cm nhn c. T lc mti khon th, khch hng phi tip xcvi nhn vin, khi c vn pht sinh th hcng cn gp ngn hng, chnh v th, khigp mt nhn vin c phong cch chuyn nghip, thi tn tnh ci m, s l mt trongnhng nhn t gy n tng tt vi khch hng v gip hnh gi cao cht lng dch

v.Cc yu cu i vi nhn vin l:

- Am hiu nhng kin thc c bn vlnh vc ngn hngti chnh

- Thng xuyn c hun luyn b sung nng cao chuyn mn v sn phm th,c bit l khi c cng ngh mi.

- Vn dng nhun nhuyn, linh hot cc quy chun nghip v, o c nghnghip trong khi cung cp dch v ti khch hng.

- c nh gi nng lc v hiu qu cng vic thng qua nhn xt ca khchhng v mc hi lng.

ACB hin s dng i ng nhn vin t vn ti chnh bn lc o to nhm png cc yu cu ca khch hng v cc dch vtrong c c dch v th.

Ngoi ra cn xy dng h thng nhn vin h trkhch hng qua tng i, qua cc sin thoi min ph.

- V d: CallCenter 247 l Trung Tm Dch V Khch Hng C Nhn qua in thoi c

mt

u tin ti Vi

t Nam t v

n cc thng tin, tip nh

n, gi

i p thc m

c, ng k lmthqua in thoi, thanh ton ho n, chuyn tin,


27/34


8. Process

a. C cu t chc ca Ngn hng ACB

S c cu t chc ca Ngn hng.

b.B my qun trv iu hnh- i hi ng cng: l c quan c thm quyn cao nht ca Ngn hng.- Hi ng qun tr: do HC bu ra, l c quan qun tr Ngn hng, c ton

quyn nhn danh Ngn hng quyt nh mi vn lin quan n mc ch,quyn li ca Ngn hng, tr nhng vn thuc thm quyn ca HC.HQT givai tr nh hng chin lc, k hoch hot ng hng nm; chov gim st hot ng ca Ngn hng thng qua Ban iu hnh v cc Hi ng.

- Ban kim sot: do HC bu ra, c nhim v kim tra hot ng ti chnhca Ngn hng; gim st vic chp hnh ch hch ton, k ton; hot ngca h thng kim tra v kim ton ni b ca Ngn hng; thm nh bo co ti

i hing c

Hi ng

Tng Gimc

Khi Phttrin kinh

doanh

KhiGim st

iu hnh

KhiQun trN un

Khi CNTTKhiNgn

u

Khi Khchhng

Doanh

Khi Khchhng C

nhn

Ban nhgi ti sn

Ban kim trakim sot

Ban mbo cht

l n

Ban chinlc

Phng

Quan hQuc t

Ban chnh

sch v qunl ri ro tn

S giao dch, trung tm th, cc chi nhnh v phng giao dch;

Cc cn t tr c thu c: Cn t chn khon ACB ACBS Cn t Qun l n v khai thc ti sn ACB

Ban kim sot

Cc Hi ng Vn phng HQT


28/34


chnh hng nm; bo co cho HC tnh chnh xc, trung thc, hp php vbo co ti chnh ca Ngn hng.

- Cc Hi ng: Do HQT thnh lp, lm tham mu cho HQT trong vic quntr ngn hng, thc hin chin lc, k hoch kinh doanh; m bo s pht trin

hiu qu, an ton v ng mc tiu ra. Hin nay, Ngn hng c bn Hing, bao gm:+ Hi ng nhn s: c chc nng t vn cho Ngn hng cc vn v chinlc qun l v pht trin ngun nhn lc pht huy cao nht sc mnh cangun nhn lc, phc v hiu qu cho nhu cu pht trin ca Ngn hng.+ Hi ng ALCO: c chc nng qun l cu trc bng tng kt ti sn caNgn hng, xy dng v gim st cc ch tiu ti chnh, tn dng ph hp vichin lc kinh doanh ca Ngn hng.+ Hi ng u t: c chc nng thm nh cc dn u t v xut kin

cho cp c thm quyn quyt nh u t.+ Hi ng tn dng: quyt nh v chnh sch tn dng v qun l ri ro tndng trn ton h thng Ngn hng, xt cp tn dng ca Ngn hng, ph duythn mc tin gi ca Ngn hng ti cc t chc tn dng khc, ph duyt vic pdng bin php x l nv min gim li theo Quy ch xt min gim li.

- Tng gim c: l ngi chu trch nhim trc HQT, trc php lut v hotng hng ngy ca Ngn hng. Gip vic cho Tng gim c l cc Ph Tnggim c, cc Gim c khi, Gim c ti chnh, K ton trng v b my

chuyn mn nghip v.

Lin tc c cc tp ch nc ngoi v t chc quc t bnh chn l ngn hng thngmi xut sc nht, ACB cng vt ln nhiu ththch v c bc pht trin c v quym, cng ngh v qun tr. Vo khong nm 1994-1995, Hi schnh ca ACB lc trn ng X Vit NghTnh, tuy khng snhng rt ngn np, quy c, c trang bhin i hn mt sngn hng thng mi khc v c i ng nhn vin c tnh chuynnghip: nhn vin mc ng phc, hi sc b tr v sp xp khoa hc v nhn vin lm

vic chm ch. l n tng u tin tt p v l mt tin bng k so vi tnh thiuchuyn nghip ca khng t nhng doanh nghip t nhn mi thnh lp. Tng gim cngn hng c bit coi trng cc yu cu nghin cu thtrng, tm hiu cc nhu cu cakhch hng, lp cc knh thng tin phn hi tkhch hng v c bit ch trng yu cunng cao trnh ca nhn vin. Quan h gia hi ng qun trv gim c iu hnh,

ban gim st c thit lp ngay tu v hot ng c thc cht l iu c th lm khchhng an tm v s lnh mnh trong qun tr ngn hng.

Tuy l mt ngn hng mi thnh lp, vn cn rt non trnhng phong cch lm vicchuyn nghip ca ACB c th so snh c vi cc ngn hng c thm nin cao trongngh. Mt v din hnh, khi bc vo bt k mt Chi nhnh ngn hng ACB no, bn s


29/34


c chng kin cc khch hng l nhng doanh nghip nhv cng dn bnh thng chng dn mt cch chuyn nghip v phc v kp thi thay v nhng th tc phin h,quyt nh qua rt nhiu cp nh vn thng thy trong thc t. Cc quyt nh da trn cctiu ch hiu qu, c quy nh r rng ch khng da vo quan h thn quen.

Qun l ri ro v t tn dng c hi kinh doanh, bo ton vn cho cng l mttrong cc vn c ACB c bit quan tm. Cc loi ri ro trong hot ng ngn hngc chia thnh cc loi chnh: ri ro tn dng, ri ro th trng (bao gm ri ro thanhkhon, ri ro li sut v ri ro ngoi hi), ri ro vn hnh.

qun l cc loi ri ro ni trn, t chc qun l ri ro ca ACB c b tr t Hi sn cc chi nhnh v phng giao dch trn ton h thng. HTD l c quan qun l ri rotn dng. Hi ng ALCO qun l ri ro th trng. Phng Qun l ri ro Hi s c chcnng tng hp, phn tch tnh hnh hot ng hng ngy ca ACB h tr Ban iu hnhv Hi ng ALCO trong vic qun l ri ro ri ro th trng. Ban kim tra kim sot ni

b c chc nng gim st s tun th cc quy nh php lut cng gp phn nng cao chtlng qun l ri ro ti ACB.

Vi h thng t chc qun l ri ro c xy dng hon chnh, vi cc chnh schqun l ri ro ngy cng hon thin, vic bo ton vn ca c ng trong nhiu nm qua c m bo, ng thi t sut li nhun lun tng trng n nh v duy tr mc cao.

9. Physical Evidencemt s thnh tch v cng nhn ca x hi

S hon ho l iu ACB lun nhm n: ACB hng ti l nh cung cp sn phmdch v ti chnh hon ho cho khch hng, danh mc u t hon ho ca cng, ni todng ngh nghip hon ho cho nhn vin, l mt thnh vin hon ho ca cng ng xhi. S hon ho l c mun m mi hot ng ca ACB lun nhm thc hin.

Nhn nhn v nh gi ca x hi

Nm 2002,ACB c Gii thng Cht lng Vit Nam do Hi ng xt duyt Qucgia xt cp

Nm 2002, nhn Bng khen ca Th tung Chnh ph v thnh tch nng cao chtlng hot ng sn xut, kinh doanh n nh, v nng cao cht lng sn phm dch v

Nm 2006,ACB l ngn hng thng mi c phn duy nht nhn Bng khen ca Thtng Chnh phtrong vic y mnh ng dng pht trin cng ngh thng tin, gp phnvo s nghip xy dng Chngha x hi v bo v T quc

Cng trong nm 2006 ny, ACB vinh d c Ch tch nc Cng ho x hi chngha Vit Nam trao tng Hun chng lao ng hng III

Nhn nhn v nh gi ca khch hng


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Tc tng trng cao ca ACB trong chuy ng v cho vay cng nh s lngkhch hng sut hn 16 nm qua l mt minh chng r nt nht v s ghi nhn v tin cyca khch hng dnh cho ACB. y chnh l c sv tin cho s pht trin ca ACBtrong tng lai.

Nhn nhn v nh gi ca ngn hng nh nc Vit Nam

K tkhi Ngn hng Nh nc ban hnh Quy ch xp hnh cc t chc tn dng cphn (nm 1998), mt quy ch p dng theo chun mc quc tCAMEL nh gi tnhvng mnh ca mt ngn hng, th lin tc tm nm qua ACB lun lun xp hng A.

Hn na, ACB lun duy tr t l an ton vn trn 8%. T l an ton vn ti thiu l 8%c quy nh trong Tha c Basel I ca Ngn hng Thanh ton quc t (BISBank forInternational Settlements) m Ngn hng Nh nc p dng. c bit t l nqu hn trong

nhng nm qua lun di 1%, cho thy tnh cht an ton v hiu qu ca ACB.

Nhn nhn v nh gi ca cc nh ch ti chnh Quc tees v c quan

thng tn v ti chnh ngn hng

Nm 1997, ACB c Tp ch Euromoney chn l Ngn hng tt nht Vit Nam.

Trong bn nm lin 1997 2000, ACB c T chc chuyn tin nhanh WesternUnion chn l i l tt nht khu vc Chu .

Nm 1998, ACB c chn trin khai Chng trnh ti trcc doanh nghip va vnh (SMEDF) do Lin minh Chu u ti tr.

Nm 1999, ACB c Tp ch Global Finace (Hoa K) chn l Ngn hng tt nht VitNam.

Nm 2001 v 2002, chc ACB L ngn hng thng mi c phn hi iu kin c quan nh mc tn nhim Fitch Ratings nh gi xp hng.

Nm 2002, ACB c chn trin khai D n ti tr cc doanh nghip va v nh

(SMEFP) do Ngn hng Hp tc quc t Nht Bn (JBIC) ti tr.Nm 2003, ACB ot c Gii thng Cht lng Chu Thi Bnh Dng hng

xut sc ca T chc Cht lng Chu Thi Bnh Dng (APQO). y l ln u tinmt t chc ti chnh ca Vit Nam nhn c gii thng ny.

Nm 2005, ACB c Tp ch The Banker thuc tp on Financial Times, Anh Qucbnh chn l Ngn hng tt nht Vit Nam (Bank of the Year) nm 2005.


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Nm 2006, ACB c T chc The Asian Banker chn l Ngn hng bn l xut scnht Vit Nam (Excellence in Retail Financial Services) v c Tp ch Euromoney chnl Ngn hng tt nht Vit Nam (Best Bank in Vietnam).

Nm 2007: ACB vinh d nhn c gii thng Doanh nghip ASEAN xut sc"trong lnh vc i ng lao ng. Do Hi ng T vn Doanh nghip ASEAN (BAC) traotng.

Nm 2008: ACB c Tp ch Euromoney bnh chn l Ngn hng tt nht Vit Nam2007 (Best Bank in Vietnam 2007).

Nm 2009: ACB vinh dc tp ch Asia Money v tp ch Finance Asia bnh chn lNgn hng tt nhp Vit Nam nm 2009.

XUT HON THIN M HNH MARKETING MIX1. Product:

- Ngy nay, khi cng ngh pht trin, vic bo mt thng tin khch hng trongdoanh nghip l rt cn thit. V vy, ngn hng cn u t nng cao, v phttrin h thng k thut bo mt thng tin, trnh vic r r thng tin ca khchhng v phng nga cc s c lin quan n thng tin cng c lng tin cakhch hng i vi thng hiu

- Pht trin cc sn phm, p ng ti a nhu cu ca khch hng, c bit l cc

sn phm th quc t, th thanh ton v nhu cu du lch v s dng thang ngycng pht trin.

- Vic iu hnh mng ca ngn hng cha thc s tt, cc my ATM hay gptnh trng treo my, khng hot ng. ACB nn u t ci thin cc h thngmng c th phc v tt nht cho khch hng ca mnh.

2. Place:

- H thng phn phi ca ACB cha rng khp, cn tp trung kh nhiu ti cc

thnh ph ln, ngn hng nn mrng chi nhnh v vn phng giao dch n cca phng khc mrng thtrng.

- H thng my ATM cn qu t, khng p ng nhu cu khch hng. ACBnn tng cng cc my ATM khp cc tnh thnh.

3. Promotion:

- trnh tnh trng nhng tin n nh hng n hnh nh, v vic kinh doanhca ngn hng nh v vic 10/2003, ngn hng nn y mnh cng tc PR, chtrng ng mc hot ng PR nhanh nhy trong vic kim sot thng tin, v


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khc phc s c, v t chc hot ng PR mt cch chuyn nghip gi vnghnh nh ca mnh trong lng khch hng.

- Chng tm n khch hng, ACB khng nn dng li vic c gng ci thinv a dng ha sn phm ca mnh m bn cnh cn a ra cc chin lc

tip cn khch hng, lm cho cc khch hng mc tiu ca tng loi dch v hiur v sn phm ca ngn hng.

4. People:

- Tip tc hon thin ch tin lng, chi ng, cng tc tuyn dng thu ht ngun nhn lc c cht xm m bo to ra mt i ng nhn vin nng lc qun l v iu hnh.


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