MỘT SỐ HỌAT ĐỘNG TRUYỀN THÔNG CỦA NGÂN HÀNG TMCP NGOẠI THƯƠNG VIỆT NAM

Website: Email : Tel (: 0918.775.368
MỤC LỤC
LỜI MỞ ĐẦU......................................................................................................3
CHƯƠNG I
TRUYỀN THÔNG MARKETING TRONG
DOANH NGHIỆP HIỆN ĐẠI............................................................................4
I .KHÁI QUÁT VỀ TRUYỀN THÔNG MARKETING ....................................4

 !
II. CÁC BƯỚC TIẾN HÀNH HOẠT ĐỘNG TRUYỀN THÔNG .....................6
" #$%&'() *
+,-.,/
0+1'2-.,/
345'-67
!34589:;:'7
*5<5=>?@
/A,''?@
III. XÁC ĐỊNH HỖN HỢP XÚC TIẾN VÀ NGÂN SÁCH DÀNH CHO
TRUYỀN THÔNG..................................................................................................9
+1BC:DE'@
'-6''B1FGH
IV. CÁC CÔNG CỤ TRUYỀN THÔNG CHỦ YẾU .........................................11
I
+C:#J;>>KLM;:NO*
0I?@
94:'
!";P4:'0
V. VAI TRÒ TRUYỀN THÔNG MARKETING TRONG KINH DOANH
HIỆN ĐẠI..............................................................................................................26
Q=R-6#;%*
ST;P;%7

CHƯƠNG II
MỘT SỐ HỌAT ĐỘNG TRUYỀN THÔNG CỦA NGÂN HÀNG TMCP
NGOẠI THƯƠNG VIỆT NAM.......................................................................29
I. Giới thiệu về ngân hàng....................................................................................29
Khoa: Quản lý  SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
II. Các mốc lịch sử và thành tựu..........................................................................30
III. Giới thiệu chung về hoạt động truyền thông của ngân hàng.......................32
Khoa: Quản lý  SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
LỜI MỞ ĐẦU
A;:1-.-MUSQ";P89
";PN-E%'G)%L;
%Q-%'<;$V#99W<9
%4K;#F89-XK9-'
-E:%LYAK$,2C89G)%LL
;589':-$8YY<98<9;Y;ZM
G289.Q-F[><9LK9%'
-E
A\;SQ$G6:;:1-.MF9UK4
;]G^_968928XQF9A"`
QA-6SQ[-F9;SQS,('
<9 $% 89F81: K1-."=#''Y<9
F;P_F><98 R
91%'8 ,89;P89
;P-:9<9C^M<9;5$'-E8TY
GB;%a91'<9= 8<,';:
;PaL9(-EG)%L 
;P%'a
Q%#98:-E #9P-6b

-6cbA;P;%
-6ccb"GF9A"`QA-6SQ

Khoa: Quản lý 0 SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
CHƯƠNG I
TRUYỀN THÔNG MARKETING TRONG
DOANH NGHIỆP HIỆN ĐẠI
I .KHÁI QUÁT VỀ TRUYỀN THÔNG MARKETING
1. Bản chất của hoạt động truyền thông
d";PF::<-EBC:DE'_F<9
#L";PeB9%'Y$G)%L$%L891-.
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><98G'g898%'$:'L5
S 8,Y$5F5<9;P
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'2'"G%:-.-E%'G)%L:
<-E<9b
- Quảng cáob?5 2XX:'89
=i-UM9M%18L-E4PK($9
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- Xúc tiến bánb39=#''2.^$;:;>8
G'g89%18L
jQuan hệ công chúngb398;>>:'fZ(8
9M%18L>681;%#f-=8
CK'gM'-6KC,<E
ICT<9T<9h2%-<,BNe%-<,1-.
9Y$:9 2-#98:M#9'#$M
KY'\M9EBN-$M8Zk
"LKC<9;:-6 G'gM 

%'89ZRG4;M#<E8%'
- Bán hàng trực tiếpbl-BC:#M#
9F<94:'=-.#89;9m8,M#9F
<9G4X#f8989%18L-.#9
=;9%'fL>#9
Khoa: Quản lý  SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
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- Marketing trực tiếpb<9-6;PYG)%L
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Q:-fG4#::89FM;>>KL$;:
;>9M#94:'$98#9M ;P4:'^
;:E'#:9<$:h#94:';
_$4:<-EY('K2;q<-r
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2. Các mối quan hệ trong quá trình truyền thông
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Sơ đồ 1: HỆ THỐNG TRUYỀN THÔNG MARKETING
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5LMKK;P:;:-6 BC:#R
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M-.K%s89CY:'BC8XQ=-.
['% 8X-.K%s89CQ=-.
K%s%-X%?_?.YY9 9

-E8X
II. CÁC BƯỚC TIẾN HÀNH HOẠT ĐỘNG TRUYỀN THÔNG
1.Mô hình biểu diễn các phần tử của quá trình truyền thông
Q=-.<9;P($V" 
'FtuY a;K9aa-:
9ad:<9-.89-.,d
:;%L<9'89'-6
:;%2Z<9NMNM'289'?"
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Sơ đồ 2 : Các phần tử trong quá trình truyền thông
- Chủ thể truyền thông (người gửi)._Y<9MFMR6Mh2
Y();9LK 
- Mã hoáb39: $i-U9= 2Y>#$-E
- Thông điệpbA,'E'=#$-EJ%O9$
Khoa: Quản lý * SV: Hoàng Thị Hảo
Q-.
,
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A
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
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vN
Q&
"N

Website: Email : Tel (: 0918.775.368
- Phương tiện truyền thôngb;K9Y'-E)
X-.,
- Giải mãb39: Y-.,B)<i'$,89 $
i-U-.)
- Người nhậnb39-E,M,'%$)X89<9;
9LK
jPhản ứng đáp lạib39,'E'='29-.,Y-EG;:'
,89B)<i'
jPhản hồib"'(G4'2-.,-EU<$
J.)O
j Sự nhiễu tạpb39 #:<9%4;:%-. 
<9<9:8X-.,;4
2. Xác nhận người nhận tin
Q-.,><9;9LK#?;989
;9ZM=-.:1=-.X89
_-E,Y$<9FMY-.h2M=XL$
(C
SB1-E,Yiw<X8X$MY
'X'-62MG%'M<45'-61
kQw<9Y-UX=8Y aY-:9aYUFa
3. Xác định phản ứng của người nhận tin
"LKs<99-.,(
'B1;9M89Go-5:
989Y-U X95A]P\9
>E'
YG;;9LK9-.4
(#:MY<9b,#:M$MYM-U899
8-.<9B1BPG-.K%sU2
9$Y:<-E>E'$-5X2Y<E6

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Website: Email : Tel (: 0918.775.368
4. Lựa chọn phương tiện truyền thông
Y<;KbY<9;K4:'89;K
:'Q-.''Z289-E,[-=-E
95;K'sE'
jlK4:'
A;K4:' TtY-.:'8X"
#K<9-.)89#K<9-.,;K4:'
=6F8XR=-E
;K4:'Y$-Et9;KXM;K
K8K89;KBNlKX4:'#?=K8K#9
%':'BC4:'8X-.K1-.LKlKK8K#
?=K8K<,''#$i;: 8X-.LKM;K
K8KBN#?9BY<M##9M98K 89
=G4Y8X=-.
j;K:'b
Q=;K:''9;(YG4:'BC
:'4:'C#?='-6M#(;;>89G4;
5. Lựa chọn và thiết kế thông điệp
n;NB1V'2'<CFLK
Q-.$GG'YA'
'C-EG4CiM-EG4FM;>>-EG489C
g9;9
SG'Tt':#8Gb
jNội dung thông điệp :Q-.' %-E Y8X
CLK$'2'<"G-.f'
YG2:'L;C;\49Y8X
C
jKết cấu thông điệp :d''L89#L[-%

YC''<89E'<ifZ-.,289>'
%p8%8X-.,
Khoa: Quản lý 7 SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
jHình thức thông điệp : A'-E-'-6$X
-.,M8 8,'(Y= 2G_$CG4CiM
'(>X<-6'M 89K'<M;>r8981>'
R#
6. Chọn lọc những thuộc tính của nguồn tin
Q?-E(Y,-:9M:9GoZ-.>
:'LS 8,(<9?Y,Y#:<9Z,
?-E<9>KMG489>;
- Tính chuyên môn :<92K9#KXM-EBN\
,Y$$$ 8<w84K9Y
- Tính tin cậy :<KX8?'-E;9,89
;894XFMY>X29BN89?
- Tính khả ái b2:C8X?X29
Q='g-,9M>9-X894K;:?UK;
7. Thu thập thông tin phản hồi
n;'-EM-.'':9K2
Y8X;9LKY,-EY;M5;
:',YM5-:9k(','(89
>BXY$C A\YY
W$-X89CL>89Z-.
C
III. XÁC ĐỊNH HỖN HỢP XÚC TIẾN VÀ NGÂN SÁCH DÀNH CHO
TRUYỀN THÔNG
1. Xác định hệ thống xúc tiến hỗn hợp
_$<45'sE'-'-6'K2;q
!LGM;>>KLMCM

#94:'M;P4:'MYGo ;:-E=-E
#fL;:9#fL;:;:;
-E2:;9Y
Khoa: Quản lý @ SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
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  Y$:9'E'
lBF%4;:M(K26
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;]GG'g
2. Các phương pháp xác định ngân sách cho hoạt động truyền thông
F8K";P18<,'FG;Y:
1%Y:UMYY:6#GbThứ nhất, Y>R
;YGy%=<%s$<-EY=FG89%
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-.M1-.89:<-E:'1%'h1AKK
4:<<Y=#:;<-.-X-E
A\U9CBPBxZ''B1FG
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- Phương pháp phần trăm theo doanh thu:_F<9=''-EG)
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FG#f2z<'(Z9YG8X%G#9
;2A-.M%'<%G#Z-XR;]
;%-X$1
- Phương pháp theo khả năng tối đa:Q-E<8X'-6''KM'-6''
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'-6''9MFG%9<9;Z9>
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- Phương pháp ngang bằng cạnh tranh: `-6''9K(%'%9
2FG#f2FGKs
;841-.Rs;];%_$4'-6''
9M%''YG<(89>B8FG%9
M,;%&%9d6=M;Y#f
Khoa: Quản lý H SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
298% 2GoZ-E=:
:'
- Phương pháp căn cứ vào mục tiêu và nhiệm vụ: `-6''9TtF8K
";P<,'F:#fJOB1LK%'{
JOB1=8L'4$-ELKK{J0O-X1'>
$99=8LYAh'>9><9FG%9
AKM$'%L'-6''9('$V8=LK
898L-62Q:8L-E1;'sE'8XLK-E
 Go;$9P<<X
IV. CÁC CÔNG CỤ TRUYỀN THÔNG CHỦ YẾU
1. Quảng cáo
I<9!L:9G)
%L$-X:'L-.89CLKI<9
 2-#9:'89;:-6i-UM9%18L-E-.#
EI<9''Y8'>M-EG)%L
NK:X
lBF%4-6 =-.<9<i;P#.[
#^(\8'1-.LK896-.Q8L#',
<9BF%4:%1%BM89
#f-4:'M-#99U<i89;9
-.;<9
_$YM('^^%Z#

#-X 89#FP 
m-XF<9=6#
1.1. Xác định các mục tiêu quảng cáo
X%(K <9B1LK"LK
'9# Q=LK9'B'-XY\1-.
LKMB181>K1-.898;PeB
A]P=;L$Y9YLK;
LKY$-EB:'<]Pi<9:'L
^U
Khoa: Quản lý  SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
I: 9G'g1-.M;
YLK<9(#(
I:'LUK5UM;LK
<9(89Y5<58XNL$d(:
%9
1.2. Xác định ngân sách quảng cáo
n;B1-ELKY$#^89BF%4F
G\G'g ST<9F-.
(G'g$B1FG9M-X:M(Z289L
K(CiX8'F'FG
89;QFG(''F#hE'<i
\<G'gM1-.(
'-6''-EG)%L$B1FGN-E #9
Lccc-69Q9;B1FGT'F:
=:-b
jv;]GG'g
jA1'(896GUK%s
j
jA(G

jlZ:G'g
1.3. Thiết kế thông điệp quảng cáo
A'<9G4hE'89'E':\=(G^MFM
#$-M<f$i-U$XC,L
K
Q=9%s''$ 9i-U%&LK
"G-.G)%L'-6''#f'#fY8X;
9M9M9K2M$ %
"G;G)%L'-6''G%&$ 9%'
Q-.(Y'-6:;:'-EG
<,'M BG -EBG^9<X6I :;:
'-E$UG6?Gb
Khoa: Quản lý  SV: Hoàng Thị Hảo
Website: Email : Tel (: 0918.775.368
Sơ đồ 3 : Qui trình thiết kế thông điệp quảng cáo

Q M%-E%4K>'%pM>89
>,A''Y<K-E=-XC818
G'gQY[(Y<K=;>M=;#G8XG
'g;(''F>#>9%'
 Q-.<9'';A-X:'
'Y<K Y-EF8G'gA''Y
<K-E Y9G'g;Ys
''4Y#f2
Q=-.<9()-X'-6$<45
'-E-.Fs'4
'$#G49A%L';W'L
89%9T'L89'-6=
lg#1:%1=<9' #9VL
KM<,2898Z'M:K'K

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d 9i-U
A\=
3.'
d -EYi-U
J#-XGO
d M9G^MFM#$
-EM<
:5
A #9;P
A'
Website: Email : Tel (: 0918.775.368
|: 2M-;>-X(G^ Mr=<9=:-U
<X:-6 M>8 8,Y=FR#
 :;:
1.4. Truyền tải thông điệp quảng cáo
S<45'-6<98 ;:='-6
Y'>$#G<(:'BC8XCL
Km'Y$<45'-6'F>G:Gb
-Phạm vi hoạt động của phương tiện.";Z:'BC8XCLKM
Y><9G<-E-.G)%L'-6.;]189-.-E
B1#fG'9R(G-6 Ah'8'-6
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Khoa: Quản lý  SV: Hoàng Thị Hảo