Nâng cao năng lực cạnh tranh dịch vụ thẻ của Ngân hàng TMCP Hàng Hải

Trờng Đại học KINH Tế QuốC DÂN


nguyễn thùy dơng
Nâng cao năng lực cạnh tranh dịch vụ thẻ
của Ngân hàng TMCP Hàng Hải
Chuyên ngành: KINH Tế phát triển
Ngời hớng dẫn khoa học:
pgs.ts. nguyễn tiến dũng
Hà nội, năm 2013





 
 ! "#$%&'()*+,-.
- !,!
/+ - /012#34
/5 /%67
-8 -9':0&
-8;8 -9'#'4
-8  -9'':<
-8 -9'4
;=> /%?';@>
 A "6(B
 C "64)*D
EF 'GH
 ; :0&"#$
> !"#$1B4>I
> -9':0&"#$8'8G



 
!"#"
$%&'(
)*"(#+",-"#"
.*/0"## '1"#"
*"/234*56674,89:
;< =>< ?
*6@ABC?
DB*EFGBHI**J63KE6LM*6NO36P*QEBD6RB34*56RB6ST7
4EKT3T4UVE!?
CWX'YX#Z[ ,\Y?
CWX",(#"0N?
C%YX## '1#Z[ ,\Y
4,89V:?
CW"'Y8>?
C41/]^8>=_## '1?
C41/]"#Z[ ,\Y4,89V:?
C6#`">aY,bc>a"\Y'(#
de/2?
C5">1/]/2X_:_X?
CC#de/0 f?
C$40,1d#""ga"cga+]_?
C;#de# '14,:98Z/h:"?
Ci#de<[?
j4'k>al
j5">al
j!_dZl;
$!"/2.

$5# /2\Y.
$C%&'(/2\Ym
 
!"#"
$%&'(;
!kXl;
4&,Xl;
4&/li
3k# li
3k8eli
3k#l)
)*"(#+",-"#"m
.*/0"## '1"#"
no4a'1=_/2C;
j*dga$
*"/234*56674,89:;p
j3q\4,89:58;p
j3er]_73#"+]_4s;p
;< =>< .m
*6@ABCm$
DB*EFGBHI**J63KE6LM*6NO36P*QEBD6RB34*56RB6ST7
4EKT3T4UVE!m$
CWX'YX#Z[ ,\Ym$
CWX",(#"0Nm$
C%YX## '1#Z[ ,\Y
4,89V:m;
CW"'Y8>m;
C41/]^8>=_## '1mi
C41/]"#Z[ ,\Y4,89V: mi
C6#`">aY,bc>a"\Y'(#

de/2mi
C5">1/]/2X_:_Xm)
CC#de/0 fm.
C$40,1d#""ga"cga+]_ mm
C;#de# '14,:98Z/h:"mm
Ci#de<[p

8JK.K ;9&4 LM@N@
8JK.O P%')J#''4
LM@N@
8JO.K >0Q"6?9' ;? L
M@N@
8JO.O %:,P?NG#RS LM@
N@
8JO.T CJ#'4 LM@N@
Trờng Đại học KINH Tế QuốC DÂN


nguyễn thùy dơng
Nâng cao năng lực cạnh tranh dịch vụ thẻ
của Ngân hàng TMCP Hàng Hải
Chuyên ngành: KINH Tế phát triển
Hà nội, năm 2013
 
* Tính cấp thiết của đề tài
-D''#%U'V''W'D#3
<Q!J$XD?'!,!
&.AY'''YZ,?'
Y'1BUQ['''Y(0,Z
NG#RU1BJ./7%P9''2#1B

'UY'''Y('!*1B
Y#63\'Y2.A1B49'V'
1B'9'*#6*2$P
'.+J3#%'NHB1BP9'Y
'1B4Y]!^'?,##_N*:\'NH
B'`aB]2#1BY2:\*2
']G6B!,,&'.
A1B4b2,]D<c9'#%&d.e
+,-1:[4<[:\GKf_U:Kg_h&9
J1B4<#%&d'Y9'
'1:[4:<.+,-<Gij,9UYN*
:\P4h+,-'G0Kg,P4.-:31:[
k4`_::\.l9'
YXD:\]%Dk1:['#%:0,1
B4PJ.>&#%1B4P9',m
D$P:[]n'':\#6'1:[1
B4Vh]N!0?[D.AYU29_&
P1B4Y`2)Z'$D.
+J3mZ'!"#$%&'#(#$)*%%+#, &#,/0%,12-,3%4&
$"#,5#$65#$789%]6aY##$G)DX`
op3'WP,9_&NG#R1B4
P-9 ;8'8GY]'-8Y.

:;<
=>?@ABC
DEF :;A
<G<G+#, &#,15#(#$)*%%+#, &#,H7#I,JKG
1.1.1. Khái niệm về cạnh tranh
&')3)PNGb2'U'D
*0D3P1:[.>Gb2''#%U'

?'UN*:\:[6'!
q
&'
r.ED)G&Nd'YN*,#?1'?1&
o1:[UYN*,#NdQ&'#%0X.
V([N&!0'D1:[3
:<''9_N2b_./YV'D*G
?GN'!Pl)*]:[#%.
1.1.2. Khái niệm về năng lực cạnh tranh
-_&'s(\#G_'Q%J'
#%1#$U\3'11X:D&P,#
Y*),<*P&D#'_]1:[
B]'b1t.
1.1.3. Khái niệm về năng lực cạnh tranh sản phẩm
-_&PNG#R'N%,!)\DN
N*<NG#Rn&.
<GLGM7#I,JK-,315#(#$)*%%+#, &#,H7#I,JK/0%,12-,3%4&$"#,5#$
,NO#$K+8
1.2.1. Những lý luận cơ bản về nghiệp vụ thẻ của ngân hàng thương mại

cY#'4'#:0,9'U1D'
(7!#'n%1?'U1B
77.

cY!,4'#:06N",
HN*P1$,],*:\
D*XP%]G!,9''Z
W!.



 !
"
#$%&'()*+,
-.!$/0123$
P#,<GLQR%%,4-,S-,&K$8&15'TUR P#,I,R-,5#,15-,&#,-'R#-,3

4.5'6337 83$
1.2.2. Các tiêu chí đánh giá năng lực cạnh tranh dịch vụ thẻ của Ngân hàng
Thương mại.
.9:0 ;<=
 ^]#GN*:\.
 >*:\4#'.
>*:\4#''^])Z%,)G
.
 $N21.
+,Y4:\#':&!:\NHB
:[b]J,)GVNd!:\9.$N2
1#GN*$1?a4V:N*:\1?a4.$
N21'6o,)G4'':\9.
F11?J)9   u
 AN*4.
?1#$PNG#R1B.
1#$>;A+P-8u
^]''<Y]NDk1:[1B4
P-8'.
I\3'vN2\3PNG#R1B
I\3'#$!PNmc#(n
'&NG#R1B4.I\3:\'
^]"\#_&1B4P9
':0&.

"11w
"N*1w
A>;A+P-8
">;A+''

vN2\3A+4u
>*:\9U%1U#`1U%YNH
B4.
/9'XD*#_G_&NG#R4
P9'.
.9:0 ;
 2:\NG#R1B4.
2:\PNG#R1BYG:h2<D_&
PNG#R'V'D*)Z$]:\NHB%
_&PNG#R.
?x(P9':0&
x(:0,:\J']2:\U1BN?
'U['Uy:0,Y(<'JQ
k<,Y\D&.E'YaZ]
n'Y2:\U1Bz*y
FGNG#R1B.
FG:\%'N*''G:[?,6
N*NG#R1B'Y.
62#{PNG#R'%U'NrU??Jm,(
<'.
 (NU3m.
@/3U'P'*<9'.
I`'P'Ypk2<*<!.
]6J6Og|''Nd&ig|\3!
U'v,\3:<_`'P'.

1.2.3. Các nhân tố ảnh hưởng đến năng lực cạnh tranh dịch vụ thẻ của Ngân
hàng TMCP.
"\3>;A+
">;A+

:;L
@BA@ABCDE
F 6 VBW=
LG<G=,R8TUR-1X#$"#,5#$65#$78V&.8-8KYZ&#[G
LG<GLUR P#,I,R- 8S#
\#]8XU)^Q_G```-a]b#$
"'NG$KKg.gggvQ
 &:<&OKj%1
,&c]d8-'5#/8^#]0#,,Ne#$[8#,/'&#,,P#,
7#,-,NO#$,8^U ]Nf#$,Ne#$,'+-]g#$-R'Z+'
,8^#]+8
+*,f.gggvQU"'NG0Kgg.gggv
Q
F$K}g%1'Oi]')*
hc)+8 +#$-,R8%"#Zi#$H&U%Ug%[,4#$,'7#$
-58%,j#,-8X#-^%,"UR15I,R- 8S#K+#,Kk-l#(K
L``m
Kj%1
,5#,)nI15%,j#,-,o%]815','+-]g#$G
+*,}gv-
 O}"!
;%'&^'<:
G#`U'-U)G-U#.
(K
L`<L

(K
L`<L
(KL`<`
(KL`<`
(K<pp<
(K<pp<
(KL``m
(KL``m

LG<Gq,r#$%,s-8tU%OZ7#
M ,s-8tU,'+-]g#$ O#10
(K
L``p
(K
L`<`
(KL`<< (KL`<L
K "'NG
v+-A
jT.iiO KKf.TTj KK}.T~} Kg•.•OT
O -Q*
v+-A
f•.Oi~ Kg~.Tj} Kg}.i~f Kgg.iTT
T A:\(B
v+-A
OT.i~O TK.iTg T~.Tii Oi.K•T
} I\3:<D
v+-A
K.ggfUT K.fKiUK K.gTj ~j}
f -\b2
|

gUjO KUi~ OUO~ OUjf
j M=L
|
T~UK TfUK K}.K OUOf
~ M=
|
KUi KUff gUji gUOK
2.2. Thực trạng thị trường thẻ của ngân hàng TMCP Hàng Hải-
Maritimebank
2.2.1. Các sản phẩm thẻ của Ngân hàng TMCP Hàng Hải- Maritimebank
2.2.2. Thực trạng năng lực cạnh tranh thẻ của Maritimebank
trong thời gian qua.
>?<=
>YD&h'9'#'4'$+,-?a
,#%&4<N&NG#RU9
_&<:0,('#]?,
7#$LGuM\)Nv#$-,3$,8#v%4&MI,R-,5#,TU&%R%#(K
,s-8tU (KL``p (KL`<` (KL`<< (KL`<L
M\)Nv#$-,3 Ogf.TOf }•j.K}O K.gKf.}jO K.jTj.gKg
(#$ Nw#$ O•g.iK~ fK•.TOg jOg.f}i
@A0B10,>CD
;3E
49'-8D#B'#:0,BU,(U
:\9':0&Z#%./DDOgKOmY0f~
,4U_TiUf|N<_OgKK.
+N*,&$4<2U(D*T.OgKTU',*Y
}j-8m?1€;=>S•;=>S%

12#34S;+<N*:\&]K}.Tgg'0KgK.}gg
;=>U_N<6*]P,#4'*j€OgKKKT.ggg

'$~g.ggg2#34.
7#$LGm,0I,x#-,3#g8]0&]y#,y-#(KL`<L
M t##$"#,5#$ ,0I,x#
M\)Nv#$
z 8^U-,3{
gK +? OTUg•| KOUj
gO ? Og| KgUj
gT +? ~| KTUO
g} > T| KUj
gf -8E }jU•K|
@A0BF38GAD
E'0H);
7#$LG|M\)8^U$8&'/0%,TU&6}M
,8y-Z0 M\)Nv#$-,8y-Z0
M\)Nv#$$8&'
/0%,z~#{
8R 0$8&'/0%,
za]b#${
+, K.ggg i.fii.Kfi Kj.~T~
I>JKLI>JKM
.
f.OTg O~K.fKT K.Tgg
@A0BG*NAFAAGAD
@OD>?<=%P;Q !0?R07P
_OgKTUN*:\4V:4(BP?
:\h<2U]UDN*:\4:\'NHB`2
2#.GNP#`1B'T€OgKTUJN*:\4
P>:\#'2<U]UN*:\4:\NHB&
!.EGNfgg'{]Y[h4`K
(c[%GNJ^YjO'Y#T1.

DOj|v,'Y(&4'^DKO|]"N*fgg
'h4.

@A0B10,>CD
8SU]bLG<`QM\)Nv#$-,3%~I,R-H8#,$8&'/0%, '#$<-,R#$G
S=0T'U3V);$*
94'01&,)GP?.I\3
4'_!YY#%?.I\3_
OgKg&fi.OvQU_OgKK&~T.}v'&$ifv_OgKO.I\
3:\c&4?J)9c_OgKgDOgKO
Dc~SKg|"\3'_P?.
",1WP&
/%D1#$U>:2,(z<4
V:4(B.
#>?<=X+,Y !);Y3Z);Y !
['()*
@A0BF38GAD
b
-
4.H<=);$* &\
],^ 8H3)_'U3V&!0)Y0'`YPP2a
0 8 b&
c8TXY0& ?$b
dX<5
>"I'YD:\<)G?:0,U-9'
?m:\2'?DD.
2.2.3. Đánh giá về các ngân hàng đối thủ cạnh tranh
LGuGR#,$8R15]0#,10#(#$)*%%+#, &#,/0%,12-,3%4&#$"#,5#$
65#$78V&.8-8KYZ&#[
7#$LG<<g-8#%nc%4&[,R%,,5#$1X/0%,12-,3

M 8SK]0#,)Nv#$
C‚ g
E‚ K
J O
E T
* }
M2* f
@A0B10,>CD
+2:\&4(?J%N*
'm
7#$LG<L%,h-)Nv#$,'+-]g#$[8#,/'&#,-,3
8SKH\ R#,$8R
}UfSf M2*
}S}Uf *
TUfS} E
TSTUf JE
OST J
ƒO „D
@A0B10,>CD
:\D)G:N,N*Pl]('?a

b
7#$LG<u=y-TU7]R#$$8R/0%,12-,3M
8tU%,j]R#,$8R 8SK 8SK-\8]&
8SK
%OH\<`
2:\3p'R… TU• f ~Ui
2:\&$0Nh TUj f ~UO
2:\#BB }UO f iU}
,(P4 }UT f iUj

(N€3m }UO f iU}
/3 }Uf f •
/%?J }UKO S iUOT
@A0B10,>CD
LG•GR%#,"#-\7#,,Nw#$]y##(#$)*%%+#, &#,/0%,12-,3%4&#$"#
,5#$67#$78V&.8-8KYZ&#[G
LGmG,r#$-b#-+815#$Uct##,"#-b#-+8
 Peb%9H3
P Gf/0X123$*
 .H<=);$*< B f0g
) ?<='()*Z%
W .h< 3^ <=X:0E0
iDF?+,<Qj0X:P;/0U
DA0X:k35'6H3T
b
:;u
F}@ABCDE
F 6 VBW=
uG<G€U,Ne#$15]0#,,Ne#$#"#$%&'#(#$)*%%+#, &#,/0%,12-,3
#$"#,5#$
3.1.1. Xu hướng phát triển thanh toán thẻ ở Việt Nam
3.1.2. Định hướng cho hoạt động nâng cao năng lực cạnh tranh dịch vụ
thẻ ngân hàng của MaritimeBank
 l ;*:0
S h1:[U#%&:<U_1#$&
4•#22DDOf|1#$1:[4P+,-.
S _\3c1B4D#'D#•#22
Nf_Y%Q*'Ym.
S FY##$G,vZ1BN<"3#P',
*•Y#22c1B4&Kg†Kf|"1B

'_[.
S FY##$b9JG'91DP]1
:['(,U#22h'N*9''$
&4.
 ,8'?9:0X%0 8
+#%P4/&jUfS~,P4
+NG#R4]6#']NG#R4(B
'+‡;P9':4ˆ Uby.
+]2#34&Y]2#3
4U']€;=>`#%]‡U;U?U'N*
!<U9',*9'.
+&:<&O.Tgg<$N21l*%
&fggg1€€.
b
uGLG g-H\$878I,RI#"#$%&'#(#$)*%%+#, &#,/0%,12-,3%4&#$"#
,5#$&.8-8KY&#[
3.2.1. Hoàn thiện công tác nghiên cứu thị trường, nghiên cứu các dịch vụ
thẻ để nâng cao chất lượng sản phẩm
3.2.2. Phát hành thêm một số sản phẩm mới và những thiết kế mới
/&NG#R4!^'B]"P'
`'B]'$P-9':0&]1:[4.
3.2.3. Nâng cao chất lượng cơ sở hạ tầng
+<7:PNG#R4U&:<4$:\
h%&N3,*1''P'.
3.2.4. Mở rộng chấp nhận thanh toán thẻ của các tổ chức phát hành, tổ
chức thẻ quốc tế
+,]D4c&(9']1:[Uc#
6:\$##P'U9'+,-,&{
&2'U!`&,#'4.
3.2.5. Nâng cao chất lượng hoạt động Marketing và chăm sóc khách hàng

$"D#3'cl'J
D-8?a-8PJD<,NG#RU1B<
'UPH?,#U:[Z<,NG#R
]D<01%7U7W#(#'4'N*
X:mUhD12#NG#RG'1'
!!.
3.2.6. Nâng cao chất lượng nguồn nhân lực
-Q9!'D*)Z##%9'&
4. 2:\Q9h](J,#BU:
UJ)GpV:#1U)YX9:\
',Y']X'<.
uGuGg-H\]X•Uh-15[8y##$,0
b
=
I'NG#R1B9',&U,(U49'[
m'"6]U1U_vZ!n
7'?D.+<(&',('Y
&ZP%])U1B49'm':\
N)9PGQ'''‰11(&
9'.
&+,-U`0'_9':0&
#%NG#R'1B4.+J3U,9_&NG
#R4[<P-9 ;8'8GNdYX0
<:V!(6UY_./%J:\1#$'_
\3c1B4U$#G9_&PNG#R4.
C3_'UNZXG##:\:Nd#
BDUr#B:\7Q&UY##$9_
&PNG#R1B4P-9 ;8'8GY]'
P-9'P+,-YUcYY##$RN#
%1B4P-8-Y]V:1:[4+,]7

:[3#1:[9'S'('D<.
b
Trờng Đại học KINH Tế QuốC DÂN


nguyễn thùy dơng
Nâng cao năng lực cạnh tranh dịch vụ thẻ
của Ngân hàng TMCP Hàng Hải
Chuyên ngành: KINH Tế phát triển
Ngời hớng dẫn khoa học:
pgs.ts. nguyễn tiến dũng
Hà nội, năm 2013
 
* Tính cấp thiết của đề tài
-D''#%U'V''W'D#3
<Q!J$XD?'!,!
&.AY'''YZ,?'
Y'1BUQ['''Y(0,Z
NG#RU1BJ./7%P9''2#1B
'UY'''Y('!*1B
Y#63\'Y2.A1B49'V'
1B'9'*#6*2$P
'.+J3#%'NHB1BP9'Y
'1B4Y]!^'?,##_N*:\'NH
B'`aB]2#1BY2:\*2
']G6B!,,&'.
A1B4b2,]D<c9'#%&d.e
+,-1:[4<[:\GKf_U:Kg_h&9
J1B4<#%&d'Y9'
'1:[4:<.+,-<Gij,9UYN*

:\P4h+,-'G0Kg,P4.-:31:[
k4`_::\.l9'
YXD:\]%Dk1:['#%:0,1
B4PJ.>&#%1B4P9',m
D$P:[]n'':\#6'1:[1
B4Vh]N!0?[D.AYU2-9_
&PNG#R4Y`2)Z'$D.
+J3mZ'!"#$%&'#(#$)*%%+#, &#,/0%,12-,3%4&
$"#,5#$65#$789%]6aY##$G)DX`
op3'WP,9_&NG#R4P
-9 ;8'8GY]'-8Y.
* Mục đích nghiên cứu:
- -]6X2p30?G_&PNG
K
#R4P-9':0&
- ;9(U&_&NG#R4P-9
' ;8'8G
- /b2G##'D1a9_&NG#R
4P-9' ;8'8G.
‚\8-Nv#$15I,+K18#$,8t#%oUQ
\8-Nv#$#$,8t#%oU
I3_3#]620?GP,9_
&NG#R1B4]0Nh&P9':0&.
6,+K18#$,8t#%oU
NGf70TI3_3#J%',*Y0Nhp3
9_&NG#R4&9':0&.
NGfmnI3_]6_&NG#R1
B4P-9' ;8'8GU]0Nh,*N*,:\3#
'bHp[c_OgKgD_OgKO.
* Phương pháp nghiên cứu:

A]0Nh#:0##33?,6'31NHU
#:0##Z:\NHB3_?Q
S;:0###9('"\#
S;:0##*]'NN
S;:0##W1')&#
‚d#$TU&#%R%%ƒ#$ P#,#$,8t#%oU%„#$]X-58
/'9_&NG#R4'%'!<. Y%
2?*G,'n<N#%PD'N
&''rXA,#Y'7?,'
k'J9'JJJ&''r.Y
G&1B4'XG&Nd&
\3-9''YJ?XYUY&G'U&
X-9''*,.AY<l9'%Q&UJ'
#%1#$4J,9_&NG#R4'
O
':\Z.AY'9_&1B4
9':0&'':\)9U#9('Z
'']63_U]*,#.
'_h&9Y?']69_
&NG#R1B49''&#%NG
#R49'U!J'PD'3_U]*
,#
fAm1);$*m 8A
Ah3$31!hhGA
U1<5,F
. -P'
Š9,*pD'^1B49
''_&1BP-9'
+3BpD%1B4V
:&9_&1BP-9

'-!,#'#%!!+,-.
?. -3b‚
I3_b9pD'^U#$3B
#9(N9&9_&1B4
&-9'!,#'#%!!+,-
8&DI3_:^‹N$D#G9_&
1B4U%?DP_&P-9
')G&U
f1!);$*A,.o.0p.FA8
G;&C8
. -(P?']
I3_3#b9,!p31B4-8
,U 7(NG#RU!_U!BU(_PNG
#RUU
T