luận văn thạc sĩ Hoàn thiện xúc tiến thương mại các dịch vụ bảo hiểm phi nhân thọ của Tổng công ty cổ phần Bảo hiểm Ngân hàng Đầu tư và Phát triển Việt Nam (BIC)

LỜI CAM ĐOAN
Hoàn thiện xúc tiến thương mại các dịch vụ
bảo hiểm phi nhân thọ của Tổng công ty cổ phần Bảo hiểm Ngân hàng Đầu tư
và Phát triển Việt Nam (BIC)" !
"#$%&'()* +,-.
'/0123/45"#677"
."#6 06,898
Hà Nội, ngày 25 tháng 8 năm 2013
:;
Phùng Nguyên Hà Anh
MỤC LỤC
<=>?@AB?C
@D<D
E:FC@GAFHI
E"1----JK%L!,-M
II34N0O8%P:-J;Q
IIIR'S/840O8%P:-J;Q
IITAU"5-V65W-J;II
IIMCO%K08%P:-J;IM
IT34NX/"10IY
ITICLZNX/"10IY
ITT[7452X/"10I\
IM:0O45X/"10TI
IMI34N0O45TI
IMT@&0O45TT
IMMCJ%45TT
IM]A"^!4545TM
IY:0O6JX/"10TY
IYI34N6JTY
IYM_`'"#6Ta
TI_`4NP>bc5-V65WP>`W5-V

;)P>bcd8Me
TIIfd!Me
TIT<2$-WMe
TIM1,`P>!&.6O-MI
R1*1,`P>MI
TIY<g'0OP>bcMM
TIQ3/450O8%P>MQ
P5TTh@O iKP>TeIe(TeII(TeITM]
TTIEJK2"^65W-J;'0P>M\
TTY&X/"1065W-J;P>YT
TTa_'"1X/"1065W-J;0P>YQ

TTQA"^!450OX/"100P>Y]
TM_'06J65W-J;0P>Y\
TMI34N6J65W-J;0P>Y\
TMT[76J65W-J;0P>Yj
TMM_'0`6J65W-J;0P>
aT
TY_'00O4565W-J;P>aY
TYI@&0O4565W-J;P>aY
TYTCJ%45P>aY
TYYE"1!45aQ
TYaA"^!4545a]
:klCf>>>h@m_Rnf>o>E:pE:BqC_:>rC:Bs_AmCftu_>vC
_:klCf@s>PoB:>w@E:>C:xC_:yz?P>a\
MIb'62"^65W-J;0c!C2"dP>
^da\
MIIb'62"^65W-J;0c!C^da\
MITA2"d-WP>^daj
MTf5--!4X/"10P>QT

MTI:!!2&X/"10P>QT
MTTAN,!2JX/"10P>QT
MTM3/0!!/8/&X/"10P>
^dQM
MTY3/0!'"1X/"10Qa
MTaA"^!454!X/"1065
W-J;P>Qa
MMf5--!6J0P>QQ
MMIA2"d!6J65W-J;0
P>QQ
MITf5--!476J65W-J;0
P>Q]
MIMf5--!`6J65W-J
;0P>Qj
MYf5--!0O45 dP>Qj

MYI@&!0O4565W-J;P>Qj
MYTCJ%45P>]e
MYM_/8/!-45]e
MYY3/0-"1!45]e
MYaA"^!4545]I
Maf5--{J!450OX/"1065W-
J;0P>]T
MaIA%0)5-V65W-J;]T
MaT[7/2N5]T
MaM@0"d-J- 65W-J;]M
MaYCL0O|#6]M
MQ@O 8/2g]M
MQI@O 8/2N1/K8%65W)
]M

MQT@O 8/2-W65W-J; d%!-
65W]Y
MQM@O 8/2NX/"10g'65W-J;
]Y

DANH MỤC BẢNG BIỂU, ĐỒ THỊ
:} _
:TI 1,`P> MM
:TT c2/P>2"^65W-J; Mj
P5
P5TI _`%P>0Tee\~TeIT M\
P5TT PW*"•J'P> YY
P5TM R "#8&TeII(TeIT aI
P5TY -KP>%450Tee\~TeIT aY
P5MI i8/0"•P>TeIM a\

PHẦN MỞ ĐẦU
1. Tính cấp thiết của đề tài:
CTeIT(c!C/-&2'5"•78/
S'K8N/0-(`28/gi
8/gN,-1dTeII_`5-V"d€fbE•
TeITa(eM‚(i %ƒ64JTeITj(TI‚(2
5,J7%'TeIT"dKT(I‚( S"„O'!
TeIT0j\j(M…*(]‚d"d6{MM(a‚fbECL
J 7„5"•dd-W2"^65W-
J;TeIT_ !`#-:!-OP5Wc!(%
-K65W TeITi"•j(Y‚dTeII(,,-
d O"•TeII€TI‚•,-,Ie4
@U%ƒU-N8)8(d'01$ %!-65
W-J;|!-&2"^65W-J;c!C†

"#),NN/-&W/,-%†
S""d_6 5)(0OX/"10&|
#‡'(O7`1,%ƒ8(X/W
#•S(8KK"^%ƒˆ5-V
765WP>bc765W/2-SQ02
"^c!C(-0O4745Z!0(/"#
8%!45(O‰J7!-)O7J7
%'/"#8%"d/' ")5-V/d8
cd/"#K-ƒ#-(78.•O2-S
P0KN5(5-V(-J- (X/|
#-O&8W/6O-8WP>)WV70
0O8%(% "#4^898)889;}%†
SN2-S2"^65W^d,
t,-.7S'ŠZg4;S-5
O8;1•-JK'00O|#-X
/"10P>)2"^65W)(.)"
5--{!0OX/"10%2&65W-
J;c7(„;O%Hoàn thiện xúc tiến thương mại các dịch
vụ bảo hiểm phi nhân thọ của Tổng công ty cổ phần Bảo hiểm Ngân hàng Đầu
I
tư và Phát triển Việt Nam (BIC)" N !-0
‹7_"100"^A0;_"10
2. Tổng quan tài liệu nghiên cứu:
~_0c!C„)8NNX/"100
%!-5,8%X/"10
%2&
~<h@O 6!--•O0OX/"10
7_C::_/62-&ƒ%2&:5A~A:3/4 %J
C7--JK&X/"1007
_C::_/62-&ƒ%2&:5A()L^0("

"#'8/L&0- X/|#-("
"#47X/"107
~<h:!0OX/{XV,8V
%!-c!C2"^H_RA|_2:"1A:3/4 
%J~Teej
~ŒtX/"10•c!C_"10
€TeeM•N-O! L,NKZN0
OX/"10€6*5X/,8,X/6
"d•
3. Đối tượng và phạm vi nghiên cứu:
A "#N0OX/"10%2&
65W-J;0_`765WP>bc()
7JN0O456J_.)"5
--{!0OX/"100P>W0!45
8% ,
6E0h,-.7SN^(8-K47
,N(Nd0-0•L8K0
~cN8hN0OX/"108
%65W-J;0P>
~cN^hN%L!'/P>L
SJ7(-7/MTeIe(TeII(TeITCLN,!
X/"100P>.7/TeIa
~cNO%hN-W0OX/"100
P>(J0O456J&X/
T
4;,|#-X/"10d&% 
7N/8NP>
4. Mục tiêu và nhiệm vụ nghiên cứu:
_1•Z165NX/"10(`
'0W80OX/"10()

7JN0O456J|#-X/
"10 d%2&65W-J;765WJ
S"-Wc!CWN,5--{!0O
47452X/"1007
5. Phương pháp nghiên cứu:
AN„$%&8/#-N-"1--8W)
"#L%L!-5O`#-(84NN0
OX/"10g'8%65W-J;0c!
C)'04520OX/"100
P>)
a. Phương pháp thu thập và phân tích dữ liệu thứ cấp
bL!,-"#--JKL%L!`4N
%!-8%65W-J;0c!CŽ'00
OX/"10452X/"100%
!-65W-J;0c!C
~[7--JK%L!,-h
•<!d`,-/•-!h
&X/"10(&45Z65W€6OK•(7
`-S65WP>bcL12"#)/-
-!
•‘*0Xh8/%L!d,
*%Š/-"6(0-K%"d%0,'7/*
7/6*R!NX/"10WN5-
Wb&!7"#!8-S!
85
P0-KN65W(U6!g'8%65W
-J;P5K(^68/
M
`!$PO_K(&X/"10(
47/2-%7!0OX/"10("1X/

"10
~3W%L!h%L!-.N*8"#8W
KNKK(KK#-K^'%L!"#
 /W)"#',4 ,(565O%
-JK)"#O7
~_-#--JK%L!&„2h8„-#-
;(%L!,-7/"#$%&W1•Z‰
"W8!!X/"104 (
%!--W"dbL!,-*!4
;W-JKO%4/84'08%65
W-J;0c!C‰"`4NX/"100c!
CP0)(%L!,-‰,-O 165-S
%'6!X/"100P>
_N7(%L!,-"#--JK"dW)
"#NW6/56"d/-
b. Phương pháp thu thập và phân tích dữ liệu sơ cấp
bL!1,-"#-4N-’,N'0
452X/"1007(W.)N,5--&
W-ƒ#-d7S7(d )W))-L#K
/'{!X/"100P>
A "#-’,L6O„06OP8/0-
W7(*T"^h“c‰_‡€f P>_
<•(6_S_2_:"^€E)68/0-WP>•
A "#-’,5^”J’(J’"#‡-/-.
//84'0N,L5--!
X/"100P>
bL!"#-6{-’,'/-PX8Z-’,"#
K8••-&&?
C"^-’,!dc‰_‡(6_S_2_:"^
6{^“–P6`-’,(+,NhŒ'0O

 5--{!X/"100P>•"dTS
06{!0"dM786`-’,%Š5"^
Y
N*Z#-W6`-’,"#/ 
08/45 —-
P`-’,c‰_‡%Š7IMeQTeIM0P>
_<€Ij][_(:A(:CO•-’,6_S
_2_:"^7IaeQTeIM0_`7P>€_SIQ_-?
c(IjIP_!(:CO•
6. Kết cấu luận văn:
<dNŒ:!X/"10%2&65W
-J;_`7`-SP5WCJAS"EW
c!C•(ES•S(3/(@&&(b&!85(
O%"#M"1K"h
 "1Ih<ZN0OX/"108
%65W-J;CO%"1IN-/LZ1
65N65W(65W-J;(452X/"10(˜
X/"108%65W-J;CLO%1
65N456JX/"10
"1Th_'0X/"1065W-J;
0P>^4"1T-N'0
45247X/"100P>(.LO%`4N
8%65W-J;/8/45N&WN'0
452X/"10g'7bL!,-%L!1,-
"#67O! W"LKN
X/"100P>
"1Mh@O 5--!0OX/"1065
W-J;0P>t,-.L("1M"
5--{!X/"1065W-J;
0P>C("1M˜"O 8/2)K,g

a
CHƯƠNG I: LÝ LUẬN CHUNG VỀ HOẠT ĐỘNG XÚC TIẾN
THƯƠNG MẠI TRONG KINH DOANH BẢO HIỂM PHI NHÂN THỌ
1.1. Khái quát chung về hoạt động kinh doanh BH phi nhân thọ
1.1.1. Sự cần thiết khách quan của hoạt động kinh doanh BH phi nhân
thọ.
a. Sự ra đời của BH phi nhân thọ
P5W)65W-J;),!"O
-"1$Z(`,"^-5 -)7^
 05,$Z7%'Z!O*)(W
;<2$/d,7Z!)„."(4
6W!,1"h
~cTaee_C•ƒ?-(L"^#}„6/
-4‹"1#WX-™L"^U-00
~6_[ Yeee_C„6/#-`
7•5|"^-JN7N8(X-
|"^-52`,6O 
_J7-J(`,N)"#"
7865WR)W -)dL`,UN(
70W„,!•P67€I]ee_C•?•€aee
_C•_)("^#-57`, d)4
7W("^7}"#Š585N75 †„("#
0(;-55O„,,8)/6/<„,7
"#"1865WR( &`,57
7N8%7 J/7
W7/)65W^
c/8…t>c(•š"d›(#-*65W5S,
!
R65W5',!65W’00?4 
 /8Zt>t(S/8…tt(65W-J;-WW5

650d"6!((8”
C77(65W-J;•O0O4;
N8/„O1LO'XV7N8/„O-W
0}P5W-J;dN0%0(--X„J
Q
-;g'O (•OS8W/
"^
b. Sự cần thiết khách quan của hoạt động kinh doanh BH phi nhân thọ
:0O8%65W-J;)--S565`2^
 (`2K(.)`2NS"^P:
0'„O3U-706,^(J(
%!-}62`,N8/U!0N"^_`,)}"#
65W6*"^U#,-NK(W"^65W
)8‡-&45(`2^ (8-&-W5-V8
%_.!|#K(65W˜-SN565
"^P:("/;'7N'O|
%'S
bK,N!-,-.K#KbCP:-
J(˜’;-5)!(( 8
0(27JN6!--8W(.5
W„OAW'!N)(%!-65W-
J;"^7/0ON-˜0/`,X-
O "^1(„O'1(56d||
J|%!-AN7)Zg,d d|"^
„O
@OL!&;J0O8%65W
-J;0-(45Z4‹Kd({O -)d
)--S5Œ`•„O_O ‰"
0O5,8%(|J7`(%!-8)
2"#8/0KW -)dL!0)_7(

%!-65W)WK,1•47 d(.
))8/0K"1 -X#-dL745)W
J7
P5W-J;Œ,‡•L!%!-(
4!`25-Vc887U-6,^(
%!-}62!0NK‡‡ŠV7-K%
!-(3)ŠL7W0}5#
K62|C"#0/}8)850N
5_O7,d/%!-U-L!0d%J7
]
AJ7},N,8)547/(, d%!-.
’)  0/%Š62••-Nc,N)}"#%!-
65W-J;547/O15/%!-65
W
P5W-J;)--S`2JC"d
`(120O6{*JC"d)W65
W_76’ -K65W"1 ’(JC"d8
-5 N)W,dW#,-8U-@U
8(65W-J;‰˜))-JC"d4
0/
P5W-J;)W,-O  8’WS"(-
W8/~„OcdUW8%65Wh-KO-"d(!
6*"^(5NP:i-5'!)O^c7("# 
-Sd)^0^|}"#S"N8/_'/
•N4 -W(`P:0O,02"^6,
O5(2"^8(U6!2"^  A)  ˜ O
K(`65WX ( (XV7
'J7WN (J!45$%& N8/
P5W-J;‰)--SXV7-W4!8/
L"d40O65W

P5W-J;|%'S;J(`„O(
X-;7JO 05,8%P•d
O8 €-K65W•(65W-J;)WX-™
`(%!-8‡-&L458"^J7
P5W-J;~OK2"^Kh
‰"2"^K(`K'!
%† ."^) d"^S 3)K
2"^K8W)#K;—(6•})'!!8/ 
L N|dL"^7O)(!45
,
%!-65W"10())%!-65W
-J;OLK4;2"^
K%!-65W-J;'!K6{
K&(-O4‹N!.*-K65W8C*
\
 7-Sd)^0^|%ƒWS"N8
/%"dh(-/(`-/(S"6,O5(
77”C"7(%!-P:EC_„)--S-
SN (XV7'J7W J!45'%&
 N8/
c. Khái niệm BH và sản phẩm bảo hiểm phi nhân thọ
~_b3(65W'))- '6,0
 K
~_@4f(65WO!-&4)(O6
"^"#65W5O85N;-K65W{'
! WUO"^6"^#-57
}"#O85N6ƒ`,"#56•O68()"^
65W
_! 8/~„O)! K)(65
W*0"O6O-,dK65W„

O65W"10
P5W„OO2/--Z65!"^O6{
4!-*K"#7O."^O("^
$%&O€/)•(Od'|#C"d('!#,-
,()--S`2 "#^ "^65W„O
;"^#-"^O65W„OU-
 (5(0O(6!N!-(`(
62,U5-6,^
P5W"100O65W"#'!6•`
8%65W2"^65W"10P5W"10
iL0O•)%!-65W,-1
•"^"#65W)O85N;-K65WW%!-
65W6*"^75N65W85„’"d
#-*
P5W"10"#065WJ;65
W-J;
P5WJ;065W"^#-"^"#65W
 U/cK%&"65W;^(65W89(65W$89
j
P5W-J;0!-&65W5(!%J'
!-&65W88O65WJ;
P5W-J;6*h
P5W;5
P5W7)/62J7%'
P5W;J7%'‡-U
P5W)7W
P5WN
P5W
P5W!%J'€Eœ>•
P5W!

P5W1d(•7
P5W%2
P5WK%&K
P5W!N!-
P5W"^
P5W:8
!-&65W-J;8
d. Đặc điểm của sản phẩm bảo hiểm phi nhân thọ
~[0O8%65W-J;(40
-(45Z$%&4‹N!%!-65W
~_-"1%!$Z(65W06!--,)!45
1/0O7W(-J1•#-*1/)
8/!2(U6!LS;"#485
 ™|J((`•%Š%1
~@OLUW65W-J;i65W
L)W57J7!0/5(K0(8’”
8)K,/8!"P:J;AN))gi8
"#65WJ7!0"^"#65Wd"#6*
"^3/^0P:8)57"^"#65W/
47N#"1}8"#5 -KP:„)
~_^0#-*65W-J;"^IU‡
1€0.O #-*P:J7%'‡-U)^0^
J7%'•_K)L#-*c:i)!'
Ie
€K%&65W),-8V•(7€P:7W
)(P:%2•(Ui^€65W08(65W%2•
~P5W-J;-%&8‹-J45Z4‹
K65W(˜65WJ;-%&8‹*K
1.1.2. Đặc trưng của sản phẩm bảo hiểm phi nhân thọ
a. Đặc điểm chung

P5W-J;)65W))U"
%2&U6!
C)U6!6•h
~R5-V65W5-VhR5-V65W(N65
,O%2&(O^(O^8/765W"d
83)-KW`,7L8/6*"^U5
"1
~3d5-V,"^)W5"#4
4("^5-V65W8WiS‡(%(8K
"d7ƒ25-V:;‰8W5"#6{
4"S‡(^)(U/$”
~AW8‡-&L8)8)(‰W ˜8
(%!-65WKL5-VhXZ
L#K)4/%2&h$%&L"^`/()7K
77N%2&Ž-W! 0Z7!-ŽJ7%'7K
765WŽ"^˜4;0O8C"7(
˜,"#%2&8K8)W65-V65
W
~P5W)8%"#h
~3d5,)"^(5"#47/2
8„6/"#-K5,))C"7(%!-
5,)L-56’ "d(7)(7
(Jd5,5-V'!47"5
-V/"^%ƒ(85-V)6"#%!-dNN(
85N76*5 %!-6’„%!-
"#˜%!-65W8-56’ "d(;-K65W
"d"^65W))-'!g&d6
II
"#65W857' 65Wb7(8WK"#K
!45O5-V65W^W65-V

~_"^(#-*65W"#)!'78)
',-"^65W"^65W„)-K65
WS7#-*EK65W8)88Z#-*
K6O#-*65W
~8%65W)UW765W2
6%2&"d8K"#-K6’AUW7
5"•,d/47/2"05-V2"^C/O5
-V""#5"^,-(765W}NO
85`-K65W,d357O 8)(
765W)8558626OC"#0(/i)
O K8,-(`-K"#’6•765W}%Š
108/")8))…!4
85^#-*65W˜)!'
~@U8(8%"#˜)%&- !
N-˜0/`,"^"#65W8;„"#O#-*
65W65!P•}/`,57K(6#-*65W
)}"#5€7)8(8}"#5-K•("#0(
/…!`,d(8}-55-K1L
~_JZ"^8 %ƒ%2&7h
C"^65W8 )'8!57W"#
47N#65W%ƒ{47N#))WN1,-6OSd
 -K-5)
[5-V65W2'- 7/ JZb
- 6•L-&(4!)WU7/ J()
"^8 )/(8 ,7&WL
45)W"#65W(W,65W$7
"1
C""#0("^!O5-V65W"O
/6ƒO!(X-;7J1NUS*^)'565
NU,8N8757C"^6‰%Š62ZgN˜(

’„S8/'J‡S/!';
L)/5
IT
_8/%26%2&(6O65W-5XZ
dUW7W7/-&88;)84J/
8 57 d;P•}(,5N8 
L0(`,57@U8(65W,‡LN
8 7_4'/(0(‰"5
47/6*"^`,02-"1(WN#K65W
'S/65W
b. Đặc điểm riêng:
CLUW65W„N-•(65W-
J;˜)LUW165h
~_,h:#-*65W-J;O#-*)^0
65W"^OU‡1€"65WO7/0
O.?/PUO7/%2‡7”•
~_h:#-*65W-J;i6*"^5N65
W8)"#65W57^#-*˜!'
~_6hEK65W-J;"#K^065W(
"^-KK.65WU.7/EK65WL
/-})'7`EK65W-J;˜-&OO

cK%&dN8565W/"^65Wd0-0
65WO8-K65W"#•5(
"#0/•O65WO -&8-K65W}
:UƒO^%2T7"/d8%2)
Od1("ƒX.7W-K65W1
~_"h_.!-&65W"^-J;(˜
!-&8"5(!%J'LC"^65W(C"^"#
65WC"^6)4d65WN) 4!N

47N#!6*"^!0
1.1.3 Nội dung chính của hoạt đông kinh doanh BH phi nhân thọ
a. Kinh doanh BH gốch
b!-'!0O8%65W O
!-&(.)"#-K65W('!K)
0-4‹N!.'))- W6ƒ‡-L!0`
IM
,O KJ()--S`25,8%^ 
"^65W
[7'!0O8%65W 6‡S.!
%!-65W40"d0Z7J8
6%2&65Wd. "#8)S3
6„ ,"#N8!165W)Wd8Z8/#-*65
W("^)S65W}$d%!-65W
ON277S"#,-%2&65W(1•)(#-*
65W"#/-8Z8/
b. Kinh doanh tái BHh
_65W!-&"^65W$%&W7WO-S
!„,-d"^"#65WOUN"^65
W8(1•"#0"^)O-S-K65W
_65WO0O,4;d8
%65W ()"#"O,‡0O|
%!-65W(O%!-65W'65W
K8N,58A*^(
0O65W‰X-%!-)*-d(
/0O70"#X;d
c. Đầu tư tài chính và một số hoạt động khác theo quy định của pháp luậth
P00O8%65W 70OS
"‰0*8’%!-C*#.0
OS"X-J85KO8W(%),

5765W/dNU0OS"d0
O8%65W'/-(0O7) 4!|#
6`
1.2. Khái quát về xúc tiến thương mại
1.2.1. Những lý luận về xúc tiến thương mại
a. Khái niệm và vai trò của xúc tiến thương mại
ž3!h
tX/"10€t__@•L,!8/;.
LS/8…Teƒd'-W8!
8t__@‡Nd0O2"^@8t__@
O6O-8W^@8|#-€@8•
IY
6,%!-€bC•(6,N8/@8|#-6
*6 7/ ("^"#;YEh
~K5-V€E%•
~K€E•
~K-J- €E•
~KX/"10€E•
P 7/ 78/#-d("1†X-
ƒ-W:0O@8O%!-8W
//O6 7/ 7,7/ X/"10tX/
"10OEƒ4;YE@8|#-),
N2g8Nt__@(77N (X
/"10"#W0O`|#`L
"^6"^(U48J{OdO
64)XV7!6(`)%2&
7/{•O-W2"^
c7(X/"10O6O-4;8W^
@8|#-(S L5,%ƒ(O'/-
7/-/40O,-(

7/-&‡•
žc˜X/"10
~tX/"10OJ 4;45,
8%7O6O-8W/"#45Z%))
)O ˜165h
~tX/"10)˜L74!$
%&O0&
~tX/"10XV70N8!74
*0-W2"^O)!45,(7)O
8X/"10)˜|#70OO
6Ÿ0N8/
~tX/"10O&4;@8(K^
!/-)!45L`L7d
8'OSK0S1U%ƒ
S8--X6/`8.
Ia
~tX/"10O7`1,%ƒcd6,89
8‰"^)NS(ƒOX'
@87)W'!6!--X/W#•S(
8KK"^%ƒˆS77S8
~tX/"10!6%Š%O1("
8-J- 47/2-8-J- #-Z[!
X/"108%)W0"#L#/N6
b7X/"108-5iLK6!--
|#K5-V(-J- ˜"^8/
45'!K)(N))gX/"10˜0
K"/0
b. Bản chất của xúc tiến thương mại
P5,X/"107N/-b!-)
W$%&&8&X/("N1

65(;&N)65,'!47N
/-d8c7(452X/S-5W+
-S47N‰"$Z
4)
[7N1656*7/ h*-(„)(
!-(87N(5„("^(-(-5*Š
AJ7O&8•-8K()Y857
0U7N08!45)h
€I•_!-8/"#d"^Ž
€T•_!-"#/-""^8WU5„Ž
€M•_!-"#/-X""^8-

"d"^$#h
€Y•:!45!-625%7/ J7Š(U6!
!- 0
[7N6‡S8OW(;"^$7*
-()Z"•S7NC"^$}„)Z"•)O
!-$)4O87N)dOW8(
;"^@„)!7WZ"•!-dLd
)(J(U5)Zg d"^C"^}5„
IQ
W)WW+K!-C"^$-508!
"#W--5*6/-5-0"^
 d!-)AW-0("^!--5*$
0"^-(U"^)O-,2 d
!-.-K"^-_4/-(L!)W57
ŒCŠ•L7/ 47N()W5"•/'
'!7N!-()7/ O'"^$
88W"#
AW7Nd2"^(74 /$%&O-#-

&X/165W$/"^_',J7
7N8W7W5Z*X/_7|-"1
7NN)LU07/8SJ‡';
O2"^&,2
)a-"17N165h45(6J(X
/6(4!X(8'/--"17)
˜8!0&8-5"#- #-
"17N ,
c. Chức năng của xúc tiến thương mại
:0OX/"10{165h
~,-h&SX/7N2
"^NUK5-VC77(O-S8’|'X/
!0†'/-,-N5-V8N
@&7"#4JU6!d5-Vd-Sd!
U5-VSSJ-2"^AW0"#&7
˜’"1X/-5"^7U-0W8•W
6/4OdU"5-V–%2&
~37/8KSh&d,;|'X/8K
V7SO"1!5-VU%2&@O"1X
/)WS(%!-)1O6O "#d
1d8`
~36!)5-Vh-J6!5-Vd 0
‰O&"^U-|'X/"1035
-V)U"86!"^S—/"#80
dL7`N(-•-%!-)1ONd1
I]
~AN25-VhX/)Wi"^L#
K;•L85-VN16{N2O5
-V)%2&N)W0O2"^
~ 2% h% 6%!-"^8*N

O('%O7)W%O898%(K^
&UO 7J8<5W'6/`7‰O&
KX/"10_"^|'X/6
})--S)% O^‡
1.2.2. Quy trình quản trị xúc tiến thương mại
a. Phân tích thị trường và hiện trạng công ty
~t,-W6,4702/"#‰-5
8W'2"^6 57_)(S
•`WN8!0N(NS2"^ d5
-V("1!7Ž8W7/ O66
/0OX/%!-Ž22/0
%!-2"^"^8/~„O`W
~3S2"^h0Ot__@6‡Sd!5
+•85&(6•;7/ )5"•4;,/47/
2NO%((^2W7N_WN8
S2"^S-55^"#K/J’
h
3;Wh;( •J(86!N)(„O
- _-)4%ƒ;¡_)4$%&
-"1!7N¡[7S2"^d"/¡_S
N7K”
:447/2"^ d5-V"1
!7h475-VS77X;¡:
)478/'%0¡@O"^ d
"1!¡7/ ON,/¡R5-S
7-"#S"^%ƒ¡CLUW"#
¡
~A 0hW 0(47
85"•;('S"(5,(0OX/
I\

6/"#7N;c2/"1!d5
-V07/¡
~EJK'07hWW07/O6O
7(W)W8L1O85"#4"#5h
!(J'(S"(*(7K(%2&”
b. Xác định mục tiêu xúc tiến thương mại
~t2X&7/ 4;,447/
27N()-"1"dV'60/
"#X/
AWJ7%'"#O&X‡S-5•O
%!)&•61h
~@&/"#h"1d2"^;Wd
-"1--22%!-
~@&8hN% (#(2-S(2/0('
'))- d„O
@& ƒ0OX/"10/"#
O8’„;4!‡$%&)
,7
ž@&X/)h% 7N
•@&% h'7`N% (2-S( "#8
O85^2"17N
•@&7Nh)W"#/-06,89,-O4
%Š6/JZ85?>b?)Y0&"
hS0(6/5-V"1!(O d5
-V"1!(Z25-V"1!
ž¢SJ7%'&X/
AW0"#!45(&X/-5-ƒ#-{'
!&•,-O1&-5)K "-5
85)85"^O!45AWJ7%'&X/
X‡SJ7S"h&-5&W(-5

"^"#(-5U7S(-5)K85(2^'!
c. Xác định ngân sách xúc tiến thương mại
@OL47/28)8X/"10
2JX/"10-J6`*'X/"10
Ij
€K(,("^(^•N&8h45
X/6(6J(4!X(8'/-O#
W„c!- #-&d}0O0!45
O"•d
)4W/-2JX/-U.
 -.%"dd6 -"1--K"h-"1--ƒ7
85(-"1---S% (-"1--J6{0(
-"1--&!&
d. Thiết kế các công cụ xúc tiến thương mại
E X/6*N&8(|0)OU
ƒ86!)5"•847N
7)a&t__@165h45(4!X(6J(
X/6(8'/-_6"d- #--"1X/(
&X/(|6O-}U"1O
8/0'"1)(6*h
•[7/2$%&&|#-X/()
-"10&K,6`
•/"#0h';!-(0Z
•/"#-"1!h0(^6W(85
•3/0'!h^("^*'(`”
%!-S-5J‡O 7/ 8-W/-
- X/()h02"^(5-V(89 5-V
1//-%!-
e. Thực thi chương trình xúc tiến thương mại
_'/W8'!"10OX/

/-0-N!6"d7*)O
%165"h
•tJ7%'8/0'!hN- 0OX/
%!-W5658/0„N"#'O7!-(
X/O0!45_))O%Nh2'!
.6O-(`J'(8/$%&%2&6(-J6`
*'-ƒ#-dS4;&€-K(^(
!45•
Te