từ trà my-báo cáo thực tế maritimebank

8/3/2019 T Tr My-Bo co thc t Maritimebank

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Bo co thc t GVHD: L Th Hng Phng

Li m u

Trong qu trnh hi nhp kinh t quc t, ngn hng thng mi ng vai tr

ht sc quan trng i vi s pht trin kinh t ca Vit Nam. Ngn hng thng

mi chnh l tri tim ca nn kinh t m nhn vai tr gi cho mch mu(dng vn)

ca nn kinh t c lu thng, l du hiu bo hiu trng thi sc khe ca nn

kinh t. Bt k mt quc gia no c nn kinh t pht trin cng cn phi c h

thng ngn hng vng mnh. Cng vi s pht trin ca nn kinh t t nc, h

thng ngn hng thng mi Vit Nam cng ngy cng pht trin mnh, hon thin

v h thng, nng cao kh nng ti chnh, ngun nhn lc, cng ngh v cht lng

dch v nhm tin ti mt h thng ngn hng vng mnh.Trong h thng Ngn hng thng mi Vit Nam, Ngn hng TMCP Hng

Hi (Maritimebank) l mt thnh vin vi mc tiu chung l to dng mt h thng

ngn hng vng mnh v hng ti mc tiu ring l tr thnh mt trong nhng

ngn hng c phn ln nht Vit Nam, Maritimebank khng ngng n lc ci

thin, nng cao cht lng dch v, sn phm v cng ngh ng thi to dng mt

hnh nh mi i vi khch hng. Trong sut chng ng gn 20 nm xy dng v

pht trin(t ngy 12/07/1991 n ngy 31/12/2010), Maritimebank t c

nhng thnh cng nht nh nhng cng gp phi khng t kh khn. Tuy nhin,

bng ni lc v bn lnh ca mnh, Maritimebank vt qua giai on kh khn v

tip tc pht trin mnh. n nay, Maritimebank tr thnh mt ngn hng pht

trin mnh, bn vng v to c nim tin i vi khch hng. Mng li ca ngn

hng khng ngng c m rng t 16 im nm 2005 ln n 130 im giao dch

vo gia nm 2010. Cng vi vic thu hng t vn hng u ca M McKinsey &

Company v quyt nh thay i ton din t hnh nh thng hiu, nh hng kinh

doanh, thit k khng gian giao dch v phng thc tip cn khch hng,

SVTH: T Tr My - i hc quc t Bc H 1


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Mairtimebank ang c nhn nh l ngn hng c sc din mi, ng hng hot

ng to bo, m hnh giao dch chuyn nghip, hin i ti Vit Nam.

Sau thi gian thc t, nghin cu, tm hiu ti Hi s chnh ca Maritimebank,

c s gip nhit tnh ca ban lnh o, gim c trung tm bn hng trc tipv cc nhn vin ngn hng, cng s tn tnh ca ging vin hng dn, ti hon

thnh "Bo co thc t doanh nghip" vi 3 phn chnh:

Phn I: Tng quan doanh nghip

Phn II: T chc b my v hot ng ti Trung tm bn hng trc tip- Ngn

hng C Nhn

Phn III: Nhn xt v nh giQua y, ti xin gi li cm n ti tt c cc anh ch ti ngn hng

Maritimebank gip ti trong thi gian qua. c bit ti xin gi li cm n

chn thnh ti ch inh Th Hng Hng-Gim c trung tm bn hng trc tip, c

L Th Hng Phng-Ging vin hng dn v cc anh ch ti trung tm bn hng

trc tip gip ti hon thnh ni dung bo co ny.



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Phn I: Tng quan doanh nghip

Gii thiu:

Tn gi : Ngn hng thng mi c phn Hng Hi Vit

NamTn giao dch quc t : Vietnam Maritimebank Commercial Stock Bank

Tn vit tt : MARITIMEBANK hoc MSB

Tr s chnh : 88 Lng H-Qun ng a - Thnh ph H Ni

in thoi : 04.3771 8989

Website : www.msb.com.vn

Logo :

Vn iu l : 5.000.000.000.000 ng

Giy php hot ng : S 0001/NH-GP do Thng c Ngn hng nh

nc cp ngy 08/06/1991

Giy CNKKD : Giy chng nhn ng k kinh doanh ln u s

055501 do Trng ti kinh t TP Hi Phng cp

ngy 10/03/1992 c thay th bng giy chng

nhn KKD s 0103008429 do S k hoch v

u t thnh ph H Ni cp ngy 01/07/2005,

thay i ln th 10 ngy 24/12/2009M s thu : 02.001.24891

Ngnh ngh kinh doanh : Huy ng vn ngn hn, trung hn v di hn

Tip nhn vn y thc u t v pht trin

Cho vay ngn hn, trung hn v di hn



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Chit khu giy t c gi

Hn vn, tham gia u t vo cc t chc kinh t

Cung cp dch v thanh ton trong v ngoi nc

Ti tr thng miKinh doanh ngoi hi

Cc dch v ngn hng khc

Tng gim c : ng Trn Anh Tun

Gii thng t c:

Gii thng Qa Cu Vng 2007

Gii thng Doang nghip dch v c hi lng nht nm 2008 Gii thng Thanh ton quc t do i din Ngn hng Hng Kng Thng

Hi(HSBC) trao tng

Bng khen v c thnh tch xut sc trong vic thc hin cc bin php

kim ch lm pht v p ng nhu cu vn cho pht trin sn xut kinh doanh

do Ngn hng nh nc trao tng.

Gii thng Thng hiu mnh Vit Nam 2007, 2008, 2009 do Thi bo kinh

t Vit Nam v Cc xc tin thng mi - B Thng Mi trao tng

C thi ua ca Ngn hng nh nc Vit Nam v "c thnh tch xut sc dn

u phong tro thi ua ngnh Ngn hng nm 2008. Danh hiu Ngn hng t t l in ton chun trong giao dch Thanh ton

quc t do Wachovina trao tng.



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Bng khen ca Th tng chnh ph v c nhiu thnh tch trong cng tc

t nm 2006 n 2008, gp phn vo s nghip xy dng ch ngha x hi v

bo v t quc.

Gii thng Sao vng t vit nm 2009, 2010 v c bu chn vo TOP200 thng hiu tiu biu Vit Nam.

Top 100 thng hiu hng u Vit Nam nm 2009 do Lin hip cc hi

Khoa hc v k thut Vit Nam v Tp ch thng hiu Vit trao tng.

Gii thng"Thng hiu chng khon uy tn" 2009, 2010, Top 20 doanh

nghip cha nim yt hng u Vit Nam.

Gii thng " Top Trade Services Awards 2009, 2010", Top 10 doanh

nghip thng mi dch v xut sc hng u Vit Nam.

C thi ua " n v xut sc phong tro thi ua" do UBND Thnh ph H

Ni trao tng.

Gii thng qun l tin mt v thanh ton quc t tt nht do Ngn hng

HSBC trao tng.

Tng gim c Maritimebank nhn c Bng khen ca Th tng Chnh

Ph v c thnh tch xut sc trong cng tc qun l, iu hnh c hiu

qu cc hot ng sn xut kinh doanh v t danh hiu "Doanh nhn Vit

Nam tiu biu" 2009.



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Gii thng thng hiu mnh Vit Nam 2010 do Thi bo kinh t v Cc

xc tin thng mi - B thng mi t chc.

t danh hiu v tr thnh Hi vin ca Hi doanh nghip Hng Vit Nam

cht lng cao. Cp Thng Long 2010 dnh cho doanh nghip, doanh nhn tiu biu do

ch tch UBND TP H Ni trao tng

Hi ng qun tr:

Ban iu hnh:


U vinng Vn Bnh

U vinng Nguyn Hu c

Ph Ch tch chuyntrch

ng Lu Tng Giai

Ph Ch tch Thng trcng Trn Anh Tun

Ch tchB L Th Lin

Trng BanB Phm Th Thnh

Thnh vin chuyntrch

ng Trn c H

Thnh vin chuyntrch

B Nguyn Thu Hng


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1. Lch s hnh thnh v pht trin doanh nghip

1.1. Lch s hnh thnh Thnh lp:

Ngn hng TMCP Hng Hi Vit Nam (Maritimebank) l ngn hng thng

mi c thnh lp u tin sau khi php lnh v Ngn hng nh nc v Php lnh

ngn hng thng mi, hp tc x tn dng v cng ty ti chnh c ban hnh vo

thng 5 nm 1990 theo Giy php s 0001/NH-GP do Thng c ngn hng nh

nc Vit Nam cp ngy 08/06/1991, Giy php s 45/GP-UB do U ban nhn dnTP Hi Phng cp ngy 24/12/1991. Ngy 12/7/1991, Maritimebank chnh thc

khai trng v i vo hot ng.

Mc tiu:

n nm 2012, Maritimebank l mt trong mi ngn hng thng mi c

phn ln nht Vit Nam vi quy m v vn, ti sn v li nhun.

Chin lc:

C s cho vic xy dng chin lc hot ng qua cc nm l:

Tng trng cao bng cch to nn s khc bit trn c s hiu bit nhu

cu khch hng v hng ti khch hng.

Xy dng h thng qun l ri ro ng b, hiu qu v chuyn nghip

m bo cho s tng trng c bn vng.

Duy tr trng thi ti chnh mc an ton cao, ti u ha vic s

dng vn c ng (ROE mc tiu l 30%) xy dng Maritimebank

tr thnh mt nh ch ti chnh vng mnh c kh nng vt qua mi

thch thc trong mi trng kinh doanh cn cha hon thin ca ngnh

Ngn hng Vit Nam.



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C chin lc chun b ngun nhn lc v o to lc lng nhn vin

chuyn nghip nhm m bo qu trnh vn hnh ca h thng lin tc,

thng sut v hiu qu.

Xy dng" Vn ha Maritimebank" tr thnh yu t tinh thn gn ktton h thng mt cch xuyn sut.

Chin lc tng trng theo chiu rng:

Tng trng thng qua vic pht trin quy mn: Hin nay Maritimebank

ang m rng mng li ti cc vng kinh t pht trin trn ton quc

bn cnh Maritimebank ang trin khai pht trin cc knh phn phi

thng qua vic u t v pht trin cng ngh ngn hng hin i. Tng trng thng qua hp tc, lin minh: Maritimebank v ang

tham gia vo cc lin minh lin kt m rng phm vi v quy m hot

ng nh: tham gia vo h thng thanh ton th Smart Link, tm kim

i tc chin lc xy dng v pht trin sn phm v dch v ngn

hng theo tiu chun quc t.

Chin lc a dng ha:

y l mt chin lc tng trng c Maritimebank quan tm thc hin.

Maritimebank ang trin khai thnh lp Cng ty chng khon, nghin cu

thnh lp Cng ty bt ng sn, Cng ty qun l v khai thc ti sn.

1.2. Qu trnh pht trin - Cc ct mc ng nh

Ngy 12/07/1991: Maritimebank chnh thc khai trng ti thnh ph cng

Hi Phng

Thi k 1992-1994: Maritimebank pht trin mnh v thc hin giao dch qua

h thng my tnh ni mng v l mt a ch danh ting v cht c\lng dch

v c bit l thanh ton quc t.



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Nm 1995: ti Hi s chnh Maritimebank thc hin vic tch ring Trung

tm iu hnh m nhn nhim v qun l iu hnh h thng vi Hi s m

nhn vic trc tip giao dch, kinh doanh. y l ngn hng thng mi c

phn u tin p dng m hnh t chc ny. Nm 1996: Maritimebank pht trin mng li chi nhnh trn 6 tnh, thnh

ph trng im ca t nc.

Nm 1997: vi s bo lnh ca Chnh ph, Maritimebank thu xp c 28

triu USD thng qua Ngn hng M (B.O.A) u t vo 3 D n trng

im quc gia: ng Lng- Ha Lc, Quc l 14, gp phn quan trng

khng nh s ng n ca c ch u t- Thu ph- Tr n cho cc cngtrnh Giao thng ca Vit Nam.

Thi k 1998-2000: cng vi s thng trm ca nn kinh t t nc v cuc

khng hong kinh t ti chnh khu vc, Maritimebank cng gp khng t

kh khn, nhng vn duy tr c tc pht trin v hiu qu kinh doanh.

Nm 2001: Maritimebank l mt trong su ngn hng thng mi Vit Nam

c ngn hng th gii (WB) la chn ti tr tham gia D n hin i ha

ngn hng v h thng thanh ton. Maritimebank l ngn hng thng mi c

phn duy nht c tip tc tham gia giai on 2 ca D n ny t nm 2005

n nay.

Thi k 2002-2004: l giai on duy tr, cng c hot ng ca Maritimebank.

Vi s n lc khng ngng ca Hi ng qun tr, Ban iu hnh cng nh

ton th cn b cng nhn vin, Maritimebank vt qua c gian nan th

thch khng nh v th ca mnh.

Thng 8-2005: Maritimebank chuyn Hi s chnh t Hi Phng ln th

H Ni. S kin ny ng vai tr quan trng thc y s pht trin ton

din ca Maritimebank. y l mt s chuyn hng chin lc, th hin



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quyt tm ln ca Maritimebank trong vic m rng nh hng v m rng

th trng.

Nm 2006-2007: Maritimebank tin hnh ti cu trc b my mt cch c

bn, ton din theo hng tch ring cc hot ng kinh doan v hot ng htr, hnh thnh cc Khi nghip v (Khi dch v v khch hng c nhn, Khi

khch hng doanh nghip, Khi kinh doanh ngun vn v Khi qun l ri ro)

ng thi tng cng vai tr, nng lc qun l tp trung tri tr s chnh. C

cu t chc mi sau khi ti cu trc nhm m bo tnh ch o xuyn sut

ton h thng. Sn phm c qun l theo nh hng khch hng v c

thit k ph hp vi tng nhm khch hng. Pht trin kinh doanh v qun lri ro c quan tm ng mc. Cc knh phn phi tp trung phn phi sn

phm dch v cho khch hng mc tiu.

Nm 2008 n nay: Maritimebank tip tc hon chnh c cu, t chc hot

ng ti Tr s chnh m bo qun tr ri ro v hiu qu theo chun mc

hot ng ca ton h thng gm Tr s chnh, S giao dch v cc chi nhnh,

Phng giao dch, theo cc U ban/Ban/Hi ng c thnh lp: Ban

ALCO, U ban nhn s, U ban qun l ri ro, Hi ng x l ri ro, Hi

ng tn dng. Ngoi ra cc Khi nghip v cng c hon thin hn gm:

Khi dch v h tr, Khi ngun vn, Khi cng ngh ngn hng, Khi qun

l ti chnh, Khi khch hng doanh nghip, Khi khch hng c nhn, Khi

qun l tn dng v u t, Khi qun l ri ro.

Nm 2009: Maritimebank tin hnh xy dng h thng xp hng tn dng

ni b vi s t vn ca Cng ty TNHH Ernst & Young Vit Nam, m bo

hot ng phn tch v nh gi tn dng c thc hin thng nht trong ton

h thng theo cc nguyn tc v chun mc ph hp. H thng xp hng tn

dng ni b c hon thnh vo thng 3/2010.



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Maritimebank thu hng t vn hng u ca M l McKinsey &

Company xy dng v ang trin khai chin lc kinh doanh v thng hiu

cho ton ngn hng.

T nm 2010 n nay : Maritimebank tip tc k hp ng vi hng t vnMcKinsey & Company (M) tip tc thc hin chin lc kinh doanh v xy

dng hnh nh cho ton ngn hng. Cng trong nm 2010, Maritimebank

quyt nh thay i logo, ti nh v thng hiu, xy dng mt hnh nh mi,

nng ng, chuyn nghip trong mt khch hng.

2. Tm nhn v s mnh doanh nghip:

2.1.Tm nhn: Maritimebank phn u tr thnh ngn hng thng mi c phn dn u th

trng v cung ng cc dch v ti chnh chuyn nghip, a nng, trn gi

theo tiu chun quc t.

Vi cam kt v s pht trin bn vng, Maritimebank phn u tr thnh ngn

hng thng mi c phn hng u c nc v hin i ha, nng ng,

chuyn nghip v ly ch Tn trong mi hot ng kinh doanh.

2.2. S mnh

Thit lp quan h ton din vi cc tp on kinh t thuc cc ngnh Hng

Hi, Bu chnh vin thng, Hng Khng, u t, Bo him...

Pht trin bn vng, tin cy vi khch hng l doanh nghip va v nh

Cung cp cc sn phm dch v ngn hng cht lng cao cho mi i tng

khch hng.

Xy dng quan h i tc hiu qu vi cc nh ch ti chnh trong nc v

quc t.

3. c im hot ng sn xut kinh doanh ca doanh nghip

3.1. Sn phm, dch v kinh doanh



12/36


Khch hng c nhn

B sn phm M1-Account, M-Money

Tin gi thanh ton

Tin gi tit kim

Sn phm th

Dch v chuyn tin

Sn phm v dch v khc

Khch hng doanh nghip

B sn phm ti khon M-Business

Dch v ti khon

Thanh ton quc t

Bo lnh ngn hng

Sn phm cho vay

Sn phm, dch v khc

Ngn hng in t

Dch v Internet Banking

Dch v Mobile Banking

Sn phm khc:

Chng ch tin gi ngn hn

Bao thanh ton trong nc v quc t

Th tn dng xut khu, nhp khu

Nh thu nhp khu...

3.2. Th trng

Hng ti mc tiu to dng mt ngn hng hin i, m hnh t chc hot

ng ca S giao dch, cc Chi nhnh v cc phng Giao dch c thay i cn



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bn v c cu nhm hng ti khch hng, thc y v ci thin dch v khch hng.

Vic ti c cu t chc tch bch r rng chc nng, nhim v ca tng b phn

gip cho Maritime Bank nng cao cht lng hiu qu hot ng ngn hng, kh

nng hn ch ri ro. Maritimebank tp chung ch yu vo 2 mng th trng: Th trng I: L mng th trng tp trung vo cc i tng l t chc kinh

t v dn c

Th trng II: L khu vc th trng tin gi ca cc t chc tn dng v cc

nh ch ti chnh

3.3. i th cnh tranh

Hin nay, h thng ngn hng ngy cng pht trin mnh m, mc cnhtranh gia cc ngn hng ti Vit Nam ngy cng ln. i th ca Maritimebank

cng ngy cng nhiu v a dng hn gm:

i th trc tip:

Cc ngn hng ln, c t l tng trng cao nh BIDV, Vietinbank,

Agribank, Vietcombank...

Cc ngn hng thng mi c phn nh: Habubank, MB, PG Bank...

i th mi:

Cc ngn hng nc ngoi ang m rng hot ng trong

nc. y c th l cc i th ln vi b dy kinh nghim hn trong qu

trnh kinh doanh tin t

Cc i th mi khng phi l ngn hng: S e da ln

i vi ngn hng khng nht thit phi t i th trc tip m cn c th

l nhng t chc ti chnh phi ngn hng khc.

3.4. Xu hng th trng:

Vi mc tiu hng ti mt ngn hng hin i, Maritimebank tip tc thc

hin vic chuyn i m hnh hot ng, ng thi a dng ha danh mc sn phm,



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tp chung vo danh mc khch hng mc tiu bao gm khch hng c nhn v doanh

nghip.

i vi nghip v huy ng vn : Maritimebank ch yu tp chung vo hai

th trng chnh l: th trng tp chung vo i tng khch hng l t chc kinh tv dn c, th trng l khu vc th trng tin gi ca cc t chc tn dng v cc

nh ch ti chnh.

i vi hot ng tn dng: Maritimebank tip tc gi vng v pht trin

mi quan h i vi i tng khch hng c l cc doanh nghip thuc cc ngnh

kinh t ln nh: Hng Hi, Hng khng, Bu chnh vin thng, Thy sn v ch bin

hng xut khu ng thi m rng thm i tng khch hng mi. Maritimebank

cng khng ngng n lc, a dng ha sn phm tn dng ca mnh.

p ng nhu cu khch hng cng nh theo l trnh tng trng m rng

v bng kh nng tng mnh vn iu l to c s vn i ng m chi nhnh theo

quy nh ca Ngn hng Nh nc, Maritime Bank khn trng trin khai cng

tc pht trin cc im giao dch ca mnh,a tng s im giao dch ca ton h

thng ln 200 im giao dch.

Vic pht trin m rng cc im giao dch nhm phc v mng li khch

hng ch o ca Maritime Bank nh:

Cc doanh nghip thuc cc c ng ln v truyn thng ca Maritime Bank

hot ng trong cc ngnh nh: Hng hi, Bu chnh vin thng, Hng khng,

Xng du, Khai thc, ch bin thu hi sn, Xut khu lng thc, thc phm,

Xi mng ...

Cc doanh nghip va v nh thuc mi ngnh kinh t, c ch trng ti ccdoanh nghip xy dng cng nghip v dn dng.

Cc h kinh doanh c th, nhu cu tiu dng c nhn.



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17/36


i hi ng C ng

i hi ng c ng l c quan c thm quyn cao nht ca Maritime Bank,

quyt nh cc vn thuc nhim v v quyn hn c Lut php v iu l

Maritime Bank quy nh.

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 gi vai tr nh

hng chin lc, k hoch hot ng hng nm; ch o v gim st hot ng caNgn 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 chnh ca Ngn hng;

gim st vic chp hnh ch hch ton, k ton; hot ng ca h thng kim tra

v kim ton ni b ca Ngn hng; thm nh bo co ti chnh hng nm; bo co

cho HC tnh chnh xc, trung thc, hp php v bo co ti chnh ca Ngn

hng.

Cc Hi ng, y ban

Do HQT thnh lp, lm tham mu cho HQT trong vic qun tr 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 hai Hi ng v mt y ban, baogm:

Hi ng tn dng: Quyt nh v chnh sch tn dng v qun l ri ro tn

dng trn ton h thng Ngn hng, xt cp tn dng ca Ngn hng, ph duyt hn

mc tin gi ca Ngn hng ti cc t chc tn dng khc.



18/36


y ban ALCO: C chc nng qun l cu trc bng tng kt ti sn ca Ngn

hng, xy dng v gim st cc ch tiu ti chnh, tn dng ph hp vi chin lc

kinh doanh ca Ngn hng.

Hi ng X l Ri ro: Ph duyt vic p dng bin php x l n, x l ri

ro, v min gim li theo quy nh.

Tng gim c

L ngi chu trch nhim trc HQT, trc php lut v hot ng hng

ngy ca ngn hng, gip vic cho Tng gim c l cc Ph Tng gim c, cc

Gim c khi, Gim c ti chnh, Trng phng K ton v b my chuyn mn

nghip v.

5. Tnh hnh ti chnh v kt qu kinh doanh

5.1. Kt qu kinh doanh trong 2 nm ca ngn hng

Kt qu hot ng kinh doanh nm 2008, 2009 v qy II/2010

VT: triu ng

Ni dung 31/12/2008 31/12/2009 30/06/2010Tng gi tr ti sn 32.626.054 63.882.044 82.124.804Tng vn huy ng 29.877.406 59.287.376 76.062.790Tng d n 11.209.764 23.871.616 26.269.050Tng thu nhp hot

ng

802.906 1.675.155 1.136.653

Li nhun trc thu 437.008 1.005.315 632.272Chi ph thu TNDN (120.358) (232.429) (44.403)Li nhun sau thu 316.650 772.886 587.869

T l chia c tc 12,5% 25% -Qua bng kt qu kinh doanh ca Maritimebank, ta c th nhn thy tng gi

tr ti sn ca ngn hng tng ln ng k t nm 2008 n nm 2009, ch trong 6

thng u nm 2010 tng gi tr ti sn ca Maritimebank t 82.124.804 triu

ng. Tng ngun vn ca Maritimebank tng ln gn gp i t nm 2008 n



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20/36


iu l. iu ny chng t Maritimebank c nhng gii php ph

hp nhm duy tr tc tng trng trong thi k khng hong.

VL > 0 Ti sn ngn hn > N ngn hn chng t: Maritimebank

c kh nng thanh ton v huy ng vn tt. CR ( Kh nng thanh ton ngn hn) = Ti sn ngn hn N ngn hn

CR bin ng qua cc nm: t nm 2007 n 2008 tng 0.49, t nm

2008- 2009 gim 0.14 chng t n ngn hn tng nhanh hn ti sn ngn

hn, ngn hng gp tr ngi trong vic thanh ton ng cc khon phi

tr.

Tuy nhin, nm 2008-2009 CR gim khng ng k cho thy: Khnng thanh ton ngn hn ca ngn hng cng t c hiu qu tng

i.

Ngn hng hu nh khng c hng tn kho nn vng quay hng tn kho khng

c phn nh.

5.2.2. Nhm kh nng hot ng

Nm 2007 2008 2009

ACP 7846 4988 5093FATO 2.89 3.66 6.48TATO 0.02 0.02 0.03

ACP (K thu tin bnh qun) = Cc khon phi thu Doanh thu bnh qun

ngy

Nm 2007-2008 ACP gim 2858 ngy chng t : s ngy m ngn hng

thu tin ca cc doanh nghip n ngn hng rt ngn => Cc khonphi thu d i hn v s to ra kh nng sinh li cho ngn hng, hiu qu

s dng ngun vn tt v thu hi n nhanh hn.



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Nm 2008-2009: ACP tng 105 ngy nhng s ngy tng ln khng qu

ln nn cng khng nh hng g ln n kh nng sinh li, hiu qu s

dng ngun vn ca ngn hng.

FATO ( Hiu sut s dng ti sn c nh) = Doanh thu Ti sn c nhrng

TATO ( Hiu sut s dng tng ti sn) = Doanh thu Tng ti sn

Trong 3 nm FATO u tng ln, nht l nm 2008- 2009 tng mnh

chng t vic s dng ti sn c nh hiu qu hn.

TATO cng tng ln chng t vic s dng ti sn cng tt.

=> Kh nng hot ng ca ngn hng t hiu qu cao do ngn hng c ccchnh sch v thay i hp l.

5.2.3. Kh nng cn i vn

Nm 2007 2008 2009D/A 0.89 0.84 0.95

Trong bo co ti chnh ca ngn hng khng c kh nng chi tr li vay (TIE)

nn TIE khng c phn nh.

D/A( H s n) = Tng n Tng ti snD/A ca ngn hng tng gim khng n nh: t nm 2007-2008 gim 5%, t

nm 2008-2009 tng 11%.

Trn 80% tng ti sn ca cng ty c ti tr bng cc khon n => Ngn

hng chu gnh nng ln v n.

5.2.4. Kh nng sinh li cn bn

Nm 2007 2008 2009PM 58% 62% 66.28%BEP 1.37% 1.27% 1.57%ROA 1.33% 1.26% 1.80%



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ROE 21.53% 21.11% 37.10%EPS 2050 1994 3555

PM ( Li nhun bin) = Thu nhp rng Doanh thu

PM ca ngn hng u tng qua cc nm cho thy mc thu nhp rng sau thu

so vi doanh thu ca ngn hng l kh cao, hiu qu hot ng ca ngn hng

tng i tt trong vic qun l s dng yu t u vo.

BEP (Kh nng sinh li cn bn) = EBIT Tng ti sn

T nm 2007-2008, BEP gim 0.1%, t nm 2008-2009 BEP tng 0.3%. Kh

nng sinh li t mc hiu qu.

ROA (Li sut hon vn trn tng ti sn) = Thu nhp rng Tng ti sn

ROA tng gim qua cc nm: t nm 2007-2008 ROA gim 0.07%, t nm

2008-2009 tng 0.54% chng t kh nng sinh li tng v hiu sut s dng

ti sn ca cng ty tng i tt.

ROE (Li sut hon vn trn ngun vn) = Li nhun sau thu Vn ch s

hu

ROE tng gim khng n nh: t nm 2007-2008 gim 0,42% nhng t nm

2008-2009 tng t ngt 15.99% chng t ngn hng s dng tt ngun vnca c ng, tng kh nng sinh li v li nhun ca cng ty.

EPS( Li c bn trn mi c phiu) = Li nhun c th cho c ng thng

S lng c phiu

EPS khng n nh, lc tng lc gim => Kh nng cnh tranh cha mnh v

c phiu cha thc s hp dn.

Theo s liu Maritimebank cng b, tnh n ht ngy 31/12/2010, vn iul ca Maritimebank l 5.000 t ng, tng ti sn l 115.336 t t 125,4% so vi

k hoch nm v tng 181% so vi cng k nm ngoi, li nhun trc thu v trc

trch lp d phng l 1.706 t, sau trch lp d phng t 1.518 t, t 126,5% so vi



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k hoch nm, tng 151% so vi nm 2009. Nh vy, t sut li nhun trc thu

trn vn iu l bnh qun ca Maritimebank mc 46%.

Vi 2 ln chia c tc, 10% vn iu l 3000 t ngy 09/07/2010 v 7% vn

iu l 5.000 t ngy 25/12/2010, tng li tc c phn bng tin mt chi cho cc Cng Maritimebank nm 2010 l 19,7% vn iu l bnh qun nm. So vi mt bng

chung ngnh ngn hng nm nay, mc chia c tc ny c nh gi mc cao.

Phn II:T chc b my v hot ng ti Trung tm bn hng trc tip(DSF-Direct Sales Forces)- Ngn hng C Nhn

1. Mi quan h gia Trung tm bn hng trc tip vi cc phng ban, b phn

khc trong ngn hng



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Trung tm bn hng trc tip l mt b phn ca ngn hng c nhn, ch yu

hot ng c lp, thc hin nhim v tm kim khch hng, gii thiu sn phm ca

ngn hng n khch hng, thuyt phc khch hng s dng sn phm ca ngn hng

ng thi pht trin, m rng hnh nh thng hiu ca ngn hng trong qu trnhlm vic vi khch hng.

Trung tm bn hng trc tip cng phi hp vi trung tm khch hng c

nhn, phng pht trin sn phm, phng marketing, phng qun l chin lc kinh

doanh nhm nng cao cht lng sn phm v dch v ca ngn hng, m rng thm

ngun khch hng. ng thi phi hp vi phng marketing v phng qun l chin

lc kinh doanh c nhng chin lc marketing v kinh doanh c hiu qu nht.

Trung tm bn hng trc tip l lc lng trc tip tip cn vi khch hng

nn s nm bt v nhn nh c mt cch chnh xc hn v nhu cu ca khch

hng v sn phm v cht lng dch v m khch hng k vng, mong mun. T ,

gip cho phng pht trin sn phm, phng qun l chin lc kinh doanh a ra

c nhng dng sn phm mi v nhng chin lc kinh doanh mi, c hiu qu

hn nhm p ng v tha mn nhu cu ngy cng cao ca khch hng, gp phn

a Maritimebank tr thnh mt ngn hng thng mi a nng hng u Vit Nam.

Ngoi ra, trong qu trnh hot ng, Trung tm bn hng trc tip cng h

tr cc phng ban khc nhm to dng hnh nh v thng hiu ca ngn hng nh:

gii thiu v cung cp cho khch hng nhng thng tin m khch hng cn ng thi

gii thiu chuyn vin v lnh vc cho khch hng. Phi hp cng cc chi nhnh,

phng giao dch trong h thng Maritimebank nhm mang n cho khch hng dch

v tt nht.2. T chc b my

2.1. S t chc

SVTH: T Tr My - i hc quc t Bc HGim ctrung tm 24


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2.2. Chc nng nhim v ca tng v tr

Gim c trung tm bn hng trc tip Qun l, iu hnh tt c cc hot ng ca trung tm pht trin

khch hng v cung cp cc sn phm ca Maritimebank n cc itng khch hng mc tiu mt cch hiu qu v chuyn nghip

Phn b ch tiu cho cc nhm ng thi gim st vic thc hin vhon thnh ch tiu ca cc nhm

Qun l hiu qu quy trnh bn hng trong trung tm m bo i ng bn hng hot ng c hiu sut cao Thc hin cc chin dch bn hng mt cch hiu qu

o to, hng dn cc trng nhm o to v pht trin nhn ti ti trung tm bn hng trc tip

Trng nhm Qun l, o to, thc y nhm gm cc chuyn vin quan h khch hnghon thnh ch tiu c giao

SVTH: T Tr My - i hc quc t Bc H

Chuyn vinquan h khch

hng

Trng nhm

Nhn vin

h tr

25


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Lp k hoch, m rng pht trin mng li khch hng hon thnh chtiu c giao Tm kim cc knh quan h tim nng m rng s lng khch hnagf cnhn s dng sn phm ca ngn hng

Pht trin thng hiu ngn hng Chuyn vin quan h khch hng Tm kim khch hng, trc tip gp g khch hng, t vn cho khch

hng v sn phm ca ngn hng, thuyt phc khch hng s dng snphm ca ngn hng.

Lp k hoch c th thc hin vic m rng, pht trin mng li khchhng, m bo ch tiu doanh s t ra. Pht trin,m rng hnh nh, thng hiu ngn hng trong qu trnh lmvic vi khch hng.

Nhn vin h tr H tr cc chuyn vin bn hng trong qu trnh bn sn phm cho khchhng Vit bng thng tin hng ngy ca trung tm bn hng trc tip

3. Sn phm, knh bn hng, i tng khch hng ca trung tm bn hngtrc tip

3.1. Sn phmGm 2 sn phm chnh: M1- Account

M- Money

M1-acount M- MoneyKhi nim - Ti khon M1 l ti khon

thanh ton vi cc c imvt tri hn so vi cc tikhon thanh ton hin ctrn th trng, i tngkhch hng ch yu lkhch hng c mc thunhp cao

=> y l sn phm cao cpca ngn hng

- Ti khon M-Money l ti khonthanh ton vi i tng khch hng cmc thu nhp trung bnh

c im - Cung cp di dng hpgm: th ATM,pin, schhng dn s dng, iukhon iu kin s dngdch v, th thng tin khch

- Min ph m ti khon, rt tin mt tiATM ca Maritime Bank v cc ngnhng trong h thngSmartlink,VNPC,Banknet chuynkhon



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hng- Ti khon tin gi khngk hn li sut cao 8%/nm- Min ph tt c cc giaodch lin quan n ti khonM1( m ti khon, rt tinmt ti ATM ca MaritimeBank v cc ngn hngtrong h thng Smartlink,VNPC, Banknet)- Th ATM thit k sangtrng vi hn mc cao( tia 30 triu/ 1 ln rt, 100triu/ngy, chuyn khon

ti a 200 triu/ln), phthnh nhanh(trong vng 10pht k t khi ng k dchv)- Yu cu s d trung bnh:20 triu/thng ( khng yucu s d ti thiu)- C dch v InternetBanking v Mobile Banking

- Tuy nhin, khch hng mt ph duy trti khon 55 nghn/nm- Li sut bc thang:

< 3 triu: 3%

> 3 triu: 5%- Rt 3 triu/ ln, 20 triu/ngy

Li ch - Khch hng c hngli sut cao-Khch hng khng mt phgiao dch-Thun tin trong giao dch(khch hng khng phi n

phng giao dch, chuynvin bn hng s n trctip m ti khon cho khchhng)

-Giao dch u tin(thc hingiao dch ti phng ringcho khch hng u tin)

-Thun tin trong giao dch- Khch hng c min ph m tikhon, ph giao dch, ph chuyn khon.

3.2. Knh bn hng ca trung tmGm 2 knh:



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Knh bn hng truyn thng ( phng giao dch): tn dng li th v a imkinh doanh ( khu vc ng dn c), khch hng s trc tip n phng giaodch thc hin giao dch

Knh bn hng trc tip: nhn vin bn hng s tm kim khch hng, trc tip

gp g, gii thiu v thuyt phc khch hng s dng sn phm ca ngn hng(DSF l knh bn hng trc tip), ng thi marketing hnh nh, thng hiuca ngn hng trong qu trnh bn hng3.3. i tng khch hng ca trung tm

i tng: khch hng c nhn ( knh huy ng vn hu hiu ca ngn hng) i vi ti khon M1-Account: i tng khch hng ch yu l nhngngi c mc thu nhp cao ( kinh doanh t do, bt ng sn, chngkhon, ch tim vng, kinh doanh t) i vi ti khon M-Money: i tng khch hng ch yu l nhngngi c mc thu nhp trung bnh ( cn b cng nhn vin).

=> i tng khch hng ny mong mun gi tin vi li sut cao, thc hin giaodch (rt tin, chuyn khon) nhanh chng, thun tin, min ph tt c cc giao dch.Phng thc tm kim khch hng:

Thng qua mi quan h c nhn Thng qua khch hng hin ti tm kim khch hng mi Thng qua cc chng trnh, s kin

Cch thc bn sn phm: gp trc tip khch hng, gii thiu v sn phm vthuyt phc khch hng s dng sn phm.

4. Ni dung cng vic thc t ti trung tm bn hng trc tip

ti: iu tra nhng khch hng c ti khon M1-Account caMaritimebank nhng s d bnh qun ca ti khon nh hn 1 triu ng. Qua ,tm hiu nguyn nhn ti sao s d trung bnh ca khch hng thp( nh hn 1 triung), a ra gii php v xut nhm thu ht khch hng s dng sn phm vdch v ngn hng thng xuyn hn.

4.1. Vn :Nhng khch hng c ti khon M1- Account nhng s d bnh qun ca ti

khon nh hn 1 triu ng. Vn t ra l: ti sao s d trung bnh ca khchhng li thp (nh hn 1 triu ng).

Khch hng hi lng vi cht lng sn phm ca ngn hng tuy nhinli khng s dng dch v ca ngn hng Khch hng khng hi lng vi cht lng sn phm v dch v ca

ngn hng, quyt nh khng s dng dch v ca Maritime Bank na,quyt nh chuyn sang s dng dch v/sn phm ca ngn hng khc.

4.2. Mc ch nghin cu



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Tm ra nguyn nhn dn n vic: s d trung bnh trn ti khon ca khchhng khng cao, ng thi nh gi mc hi lng ca khch hng i visn phm v dch v ca ngn hng

a ra gii php v xut 1 s kin ngh nhm khc phc nhng hn ch v

nng cao cht lng dch v ca ngn hng, nhm p ng tt hn nhu cuca khch hng.4.3. i tng , phm vi v phng php nghin cu

i tng nghin cu: nhng khch hng c s d trung bnh nh hn 1 triung

Phm vi nghin cu: 100 khch hng c ti khon M1- Account tiMaritimebank

Phng php nghin cu: tin hnh iu tra thng qua vic trc tip gi incho khch hng

4.4. Kt qu iu traTheo kt qu iu tra sau khi gi in cho 55 khch hng, s kin phn hi

nhn c t pha khch hng l 28/55 khch hng. Trong c 19/28 khch hng( chim 67,86%) hi lng vi cht lng dch

v ca ngn hng Nhn vin giao dch nhit tnh, ci m, nh nhng Sn phm p ng c nhu cu ca khch hng ( khch hng rt c

nhiu tin hn, khng mt ph,li sut cao, chuyn khon nhanh, aim giao dch thun li)Tuy nhin khch hng t s dng dch v ca ngn hng hoc khng

tip tc s dng dch v ca ngn hng na do 1 vi nguyn nhn. 9/28 khch hng ( chim 32,14%) cha hi lng vi sn phmdch v ca ngn hng nn khng tip tc s dng na.

100



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4.5. Nguyn nhnThng qua phn hi t pha nhng khch hng ny, c th nhn thy: Nguyn

nhn vn xut pht t 2 pha:4.5.1. Nguyn nhn khch quan ( v pha khch hng) V c bn khch hng cm thy hi lng vi cht lng sn phmv dch v ca ngn hng. Tuy nhin, do c tnh cng vic ca khch hng,khch hng khng c nhu cu giao dch nhiu nn s d trung bnh trong tikhon ca khch hng thp.

Trong thi gian qua, khch hng khng c nhu cu giao dch bng tikhon, khch hng ch yu giao dch bng tin mt

Khch hng ang lm vic ti cc ngn hng khc nh ngn hng dukh, ngoi thng nn khch hng ch yu s dng ti khon ca ccngn hng ny giao dch

Ni khch hng lm vic ch yu tr lng qua ti khon Vietcombank

do khch hng ch yu s dng ti khon ca ngn hng ny giaodch

Thi gian gn y, khch hng thng i cng tc nc ngoi nn chuyn sang s dng dch v ca ngn hng ANZ thun tin hn chocng vic

Xut pht t thi quen ca khch hng: Khch hng quen s dng dch v ca cc ngn hng khc Khch hng quen giao dch bng tin mt, khng quen s dng ti

khon giao dch

Xut pht t vic khch hng ca nhng khch hng m ti khon tiMaritime Bank ch yu s dng ti khon ca cc ngn hng khc nhVietcombank, BIDV nn khch hng chuyn qua s dng dch v ca ccngn hng ny thun tin hn trong vic giao dch vi khch hng ca mnh

4.5.2. Nguyn nhn ch quan ( v pha ngn hng)a. Nhn vin bn hng ( DSF)

Nhn vin bn hng cha thng tin cho khch hng 1 cch y v chi titv cc c im, c tnh ca sn phm:

Mt s khch hng cho bit: khch hng khng bit rng khi s d trung

bnh nh hn 20 triu/ thng th khch hng s b mt ph, khch hngcng khng bit c s tin khch hng b tr khi s d trung bnhnh hn 20 triu/ thng l ph duy tr ti khon

Khch hng cng khng bit rng i vi ti khon M1- Account khikhch hng rt tin ti ATM ca ngn hng khc trong h thngSmartlink, VNPC, Banknet khch hng cng khng b mt ph. Do ,



31/36


khch hng ngh rng mnh s b mt ph khi giao dch ti cc im mMSB khng c ATM/ phng giao dch.

Khch hng ch bit ngn hng p dng mc li sut 8%/nm. Tuynhin, khch hng li khng bit li sut c tnh theo ngy.

b. Phng giao dch, thi gian giao dch Thi gian giao dch: khch hng cho bit khi khch hng giao dch(rt tin)

vo ngy th 7 v ch nht, khch hng khng thc hin c giao dch. Ccim t my ATM u bo: ATM ang bo tr. M khch hng ch yu giaodch vo th 7 v ch nht nn khch hng chuyn sang s dng dch vca ngn hng khc

Theo phn hi ca mt s khch hng: khch hng thy rng phng giao dchv h thng ATM ca Maritime Bank kh tc. Sn phmTheo phn hi t pha khch hng th khch hng cho rng c im ca sn

phm: yu cu s d trung bnh 20 triu/thng l khng ph hp. Khch hng chorng yu cu s d trung bnh 20 triu/thng l qu cao. Khch hng cho bit : nuthng no khch hng cng c 20 triu th khch hng c th em i gi tit kimnh th khch hng s c hng li sut cao hn.

=> Kt lun: Theo kt qu iu tra cho thy: nguyn nhn ch yu xut pht tpha khch hng

Do khch hng khng c nhu cu giao dch Do cng vic ca khch hng Do thi quen ca khch hng



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4.6. Gii php v xut4.6.1.Gii php

M rng hn na h thng v mng li ngn hng Thng tin cho khch hng chi tit v y hn v cc c tnh ca sn phm

Nhn vin bn hng phi thng xuyn lin lc vi khch hng, thng tin chokhch hng bit nhng thng tin mi v sn phm khch hng ang s dng,nhng sn phm mi ca ngn hng

Thit lp chng trnh khuyn mi tng qu cho khch hng: " Khai xun cngMaritimebank.

Mc tiu: Gi khch hng v ang s dng dch v ca MaritimebankThu ht khch hng mi s dng dch v ca ngn hng

Ni dung chng trnh: a ra u i c bit i vi khch hng m vs dng ti khon M1- Account. Thi gian: p dng t 10/2/2011->28/2/2011 a im: Ti tt c cc im giao dch ca Maritimebank i tng khch hng p dng v qu tng:

i tngkhch hng

Khch hng sdng th mi

Khch hngln u nptin vo ti

khon

Khch hnggi tin vo tikhon t 200triu tr ln

Khch hngpht hnh li

th

Qa tng Tng b ly clogo

Maritimebank

Tng b ly clogo

Maritimebank

Tng b chnbt c logo

Maritimebank

Tng b ly clogo

Maritimebank

Ngoi ra, i vi nhng khch hng chuyn tin vo ti khon thit lp thmchng trnh tch im ginh qu tng:

S tin chuynvo ti khon/ln

100-200 triu 200-500 triu >500 triu

im tch 1 im 2 im 3 im

Tng im tch 5-10 im 10-15 im > 15 im

Qa tng Tng b ly c logoMaritimebank -Tng nhit k int-M s d thngtham gia chng

trnh quay s trngthng chuyn "Du

lch Nht Bn"

-Tng mt my ohuyt p-M s d thngtham gia chng

trnh quay s trngthng chuyn"Du lch Nht



33/36


Bn"4.6.2. xut

Hin nay, trung tm bn hng trc tip ch yu tp trung vo khch hng bnngoi : l nhng ngi m c giao dch, k c gp g trc tip hay qua din thoi,nhng ngi mua sm sn phm/dch v ca ngn hng. Tuy nhin, trong thi gianti trung tm cn ch trng n nhng khch hng ni b: l nhng ngi lmvic trong ngn hng, chnh h l nhng ngi hiu v s c yu cu i vi sn

phm/dch v ca ngn hng. Vic m rng quan nim v khch hng bao gm cnhng nhn vin trong ngn hng s to ra mt bc tin quan trng ti mt cp dch v khch hng y v hon ho hn.

Bn cnh , Maritimebank cng cn k kt hp ng hp tc cung cp dch vthanh ton ti cc a im nh: trung tm thng mi, khu mua sm ln, h thngnh hng, khch sn, spa, dch v taxi... nhm mang n cho khch hng dch vhon ho, hin i nht, tin ch nht, p ng mi nhu cu ca khch hng.



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Phn III: Nhn xt v nh gi1. nh gi chung v doanh nghip

Nm 2010, trong iu kin nn kinh t th gii v trong nc cn gp nhiu khkhn do khng hong ti chnh v suy thoi kinh t, th trng tin t din bin phctp song bng s nhy bn, phn u ca mnh, Maritimebank vt qua, pht trinvi nhng bc t ph trn nhiu phng din, vi s tng trng ng u c vquy m, hiu qu kinh doanh cng nh qun l cht lng nghip v, c bit l sauthi gian th nghim v chnh thc trin khai m hnh mi trn ton h thng. ycng c th ni l mt nm thnh cng ca Maritimebank vi nhng kt qu kinhdoanh rt kh quan: Theo s liu Maritimebank cng b, tnh n ht ngy31/12/2010, vn iu l ca Maritimebank l 5.000 t ng, tng ti sn l 115.336t t 125,4% so vi k hoch nm v tng 181% so vi cng k nm ngoi, linhun trc thu v trc trch lp d phng l 1.706 t, sau trch lp d phng t

1.518 t, t 126,5% so vi k hoch nm, tng 151% so vi nm 2009.Nhn bit vai tr quan trng ca ngun nhn lc cht lng cao i vi qutrnh pht trin ca ngn hng, trong nm va qua, Maritimebank xy dng vthc hin nhiu chin lc nhm thu ht nhn ti. Vi mc tiu xy dng i ngcn b tr c chuyn mn, nng lc, ch ng, sng to p ng nhu cu nhn s chocc v tr qun l, ng thi p ng k vng v ngun nhn lc cht lng cao, thcy s pht trin ca Ngn hng trong tng lai, ngy 9/01/2011 v ngy15/01/2011, Maritimebank t chc thnh cng Hi tho Maritimebank - Th giica nh lnh o tr ti H Ni v thnh ph H Ch Minh. y l mt chng trnhtuyn dng mang tnh chin lc v thc tin trong k hoch nhn s ca Ngn hngc thit k ring nhm tuyn chn cc sinh vin xut sc, u t t cc trng ihc trong v ngoi nc.

Trong sut chng ng gn 20 nm pht trin v trng thnh, Maritiembank v ang chim gi nhng li th nht nh, dn khng nh v to dng cthng hiu, lng tin i vi khch hng. Maritimebank cng c nhng bc t

ph mnh m, c bit l vic chuyn i m hnh hot ng nhm hng ti mctiu tr thnh ngn hng hng u Vit Nam vi mi trng lm vic nng ng,chuyn nghip, hin i, ch trng pht trin nhn ti.2. nh gi v trung tm bn hng trc tip

Mc d mi ch thnh lp c hn 6 thng nhng trung tm bn hng trc tip hot ng rt hiu qu, gp phn khng nh trong vic huy ng vn cho ngnhng. Gim c trung tm cng i ng nhn vin lun gn b, on kt, pht huytnh sng to v ch ng trong cng vic nhm mang li hiu qu cao nht.

Thi im gip tt, trung tm bn rn vi vic hon thnh cc ch tiu t ra,ng thi xy dng chin lc thu ht khch hng vo thi im u xun. Cc nhnvin ca trung tm lun bn rn vi vic m ti khon cho khch hng, gi in chc



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tt khch hng, a qu tt n khch hng, hon thnh h s m ti khon chokhch hng. Trong giai on ny, cc nhn vin ca trung tm cng khng ngng nlc tm kim ngun khch hng mi cho thi k u xun.

Qua thi gian thc t ti trung tm, ti hc hi v rt cho mnh c rtnhiu kinh nghim. u tin, chnh l c im ca cng vic v thi gian lmvic ti ngn hng, ti c ci nhn tng quan hn v cng vic ca mt chuynvin bn hng trc tip. Ti nhn thy cng vic ny i hi ngi nhn vin phi

bit lng nghe, nhn ni,chm ch, c trch nhim, nng ng, sng to, c bit phic k nng giao tip v to dng cc mi quan h nhm tm kim khch hng. Tingn hng, thi gian lm vic nhiu, v cng lm vic cng rt ln, v vy ihi cc nhn vin phi khng ngng n lc v c gng. Ti y, ti cng cm thys nhit tnh, nng ng sng to ca cc nhn vin trong trung tm. c bit ti rtc n tng vi ch gim c ca trung tm bi phong cch lm vic nng ng,chuyn nghip v s nhit tnh, trch nhim ca ch. Qua thi gian c ch gip

thc t ti trung tm, ti c ci nhn r hn v cng vic ca mt chuyn vin bnhng trc tip, ti cng hc c cch gii quyt nhng vn gp phi, ti cnghc c cch to dng mi quan h vi mi ngi trong trung tm. ng thi, ticm nhn thy mt phong cch lm vic chuyn nghip, hin i, sng to, s onkt ca tt c cc anh ch trong trung tm. Khi thc t ti trung tm, ti lun cmthy thoi mi bi s ci m, nhit tnh ca cc anh ch trong trung tm.

T , ti nhn thy rng: ti cn phi n lc nhiu hn na, n bit l rnluyn cc k nng mm bi nhng k nng ny quyt nh mt phn rt ln thnhcng trong cng vic sau ny. Tip l tc phong v thi lm vic, ti nhn thycn phi to dng cho mnh tc phng lm vic chuyn nghip v thi lm vicnghim tc hn na cng vic t hiu qu cao hn.

Tuy nhin, qua qung thi gian thc t ny, ti cng nhn thy rng: thc tcng khc nhiu so vi l thuyt ti c hc. iu ny, khin cho ti cm thy bng v gp phi nhiu kh khn khi mi bt u cng vic. V vy, ti rt mong nhtrng s to thm nhiu c hi, ti v cc sinh vin khc trong trng c thmnhiu c hi c c st vi thc t. T , gip sinh vin c ci nhn tng quan hnv nh hng ng n v cng vic mnh s lm trong tng lai.

Mt ln na ti xin chn thnh cm n c Phng - Ging vin hng dn, chHng - Gim c trung tm bn hng trc tip v cc anh ch ti ngn hng

Maritimebank gip ti hon thnh " Bo co thc t doanh nghip".



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Mc lc

Danh mc ti liu tham kho

1. Bn co bch nm 2009 ca Maritimebank2. Website: www.msb.com.vn3. Ti liu do trung tm bn hng trc tip cung cp

Danh sch khch hng c ti khon M1- Account nhng s d trungbnh ti khon nh hn 1 triu ng.

4. Gio trnh ti chnh doanh nghip - Trng i hc kinh t quc dn

từ trà my-báo cáo thực tế maritimebank

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