Xây dựng kế hoạch PR cho ngân hàng sài gòn thương tín chi nhánh an giang giai đoạn 2013 2014

1

TRUtfNG DAI HOC AN GIANG
KHOA KINHTE - QUAN TRIKINH DOANH
soS^ud Q oaoscs

\

KHOA LUAN TOT NGHIEP DAI HOC

XAY DlTNG KE HOACH PR
CHO NGAN HANG SAI GON THTTGNG TIN
CHI NHANH AN GIANG GIAIBOAN 2013 - 2014

Chuyen nganh: Tai chfnh - Ngan hang

Sinh vien thyc hien: NGUYEN KIM CI/ONG
Lop: DH10NH Ma s6 SV: DNH093170
Giao vien hmrag dan: Th.S NGUYEN VU THUY CHI

Long Xuyen, thang 05 nam.2013

L


CONG TRINH BI/0C HOAN THANH TAI
KHOA KINH T6 - QUAN TRIKINH DOANH
BAJ HOC AN GIANG

Ngudi huang din: Th.S Nguyln Vu Thuy Chi
(Hq ten, Hqc ham, hpc vj va chvc ky)

Nguai cham, nhanx^t 1:•
{Hq ten, hop ham, hqc v; va chic ky)

Ngucri chlm, nhan xet 2:
{Hq ten, hqc ham, hoc v; va chit ky)


LOT CAM ON

Hoan thanh khoa Iuan nay d6i vai t6i la mpt thanh cong rt 1cm, ben
canh nhung no lire vucrt qua kho khan va co gang cua ban than la su
giup da, tao dieu kien cua nguai than, thay co va ban be.
Tnidc nhat toi muon giii lai cam an den gia dinh toi, nhiing nguai da
luon yeu thuang, quan tam, dpng vien va ti^p them ngudn dong luc
cling nhu tao moi di^u kien dk toi duac hoc tap va phat tri^n nhu
ngay horn nay.

Qua 4 nam theo hoc tai truang Dai hoc An Giang, xin gui lai cam on.
d^n quy thly co, dac biet la quy My co Khoa Kinh TS - Quan Tri
Kinh Doanh da truyen dat nhftng ki^n thuc, kinh nghiem giup toi
timg buac trang bi'cho minh dupe nhtrng ky n^ng c^n thiSt va ki^n
thiic chuyen mon d^ lam h^i trang cho minh:trong cupc s6ng. Dac
biet, xin giii lai cam an chdn thanh den nguai huang din cua toi Th.S Nguyen Vu Thuy Chi - po da danh nhi^u then gian d nhiet tinh
huang dan va giup d& toi trong suot thai giap thuc hien khoa Iuan.
Toi cung xin gui lbi cam an den Ban Giam D6c ngan hang va toan
the cac anh, chi cua cac phong b^n Ngan hang TMCP Sai Gon
Thuang Tin - chi nhanh An Giang dan, cpng cap so lieu dl toi co M hoan thanh t6t thuc tap va khoa
Iuan tot nghiep.

Qua day cung cam an den tat ca cac ban be da giup d& toi trong qua
trinh hoc tap va dong g6p nhung y kiln d^ toi hoan thanh t6t khoa
Iuan cua minh.

Chile tat ca mpi ngiroi luon luon vui klibe, thanh cong va may
mln trong cupc sdng. '

Xin chan thanh cam on!

Nguyen Kim Cuo'ng


TOM TAT
Ngay nay, throng Meu dupe vi nhu tai sari vo hinh, 14 ddu dn khac Met giup
khach hang an tarn va tin tudng trudc khi sii dpng san phim, dich vu. Dae biet
trong llnh vtrc ngan hang thi mot ngan hang chi co the hoat dpng neu khach hang
tin tudng va tao lap cac quan he giao dich, vi the quang ba thuong hieu la mot
cong viec cdn thigt va ngay cang co vai trd quan trong. Bg quang ba thuong hieu
co the thong qua nhieu hinh thtic nhu: quang cao, PR, khuyen mai, ban hang true
tigp...Vdi xu thg phat trign nhu Men nay thi PR la mot trong nhung cong cu de
dua thuong hieu di who long khach hang, mang lai nhieu thanh cdng trong cong
tac quang ba thuong hieu va ngay cang dupe cac doanh nghiep quan tarn. Nhan
thuc dupe tam quan trpng do nen toi da chpn de tai: "Xay dpng ke hoach PR cho
Sacombank - chi nhanh An Giang giai doan 2013 - 2014".
Be tai nay dupe ngjiien cuu nham tim higu ve hoat dpng PR ciia
Sacombank. chi nhanh An Giang trong giai doan 2010 — 2012 va do hrong miic
dp nhan biet cua khdeh hang An Giang voithuong hieu Sacombank, tu do xay
dung kg hoach PR cho Sacombank An Giang giai doan 2013 - 2014. Phuong
phap nghien cuu dupe thuc hi^n thong qua 2 buoc: nghien cuu so bp va nghien
cun chinh thtic, chpn mlu theo pl\uotjg phap hap mile, vdi cb mlu la 150. Sau do

du lieu se dupe xil ly va phan tich blng ph&i mgm Excel va SPSS 16.0
Ket qua nghien cuu cua de tai pho thay muc dp nhan biet cua nguoi dan
An Giang vbi thuong hieu Sacombank kha cao, khi nhic dgn thuong hieu ngan
hang, ty le dap vien nghT ngay den thuong hieu Sacombank la cao nhat chiem
43%, d cap dp khong nhac ma nho, ty le dap vien lua chpn Sacombank la 6% va
a cap dp nhac de nhd thuong hieu co 44% dap vien biet den Sacombank. Thong
qua ket qua nghien cuu va hoat dpng PR dupe thuc Men trong then gian qua, tien
hanh xay dung kg hoach PR vdl cac chuong trinh cu thg:
-Giai viet da "Cung Sacombank chay vi siic khoe cong dong": nham
khuygn khich tinh than ren luyen sure khoe trong cong dong dan cu.
-Hoc bong "Sacombank - I/cm mam cho nhung udc ma": tao dpng luc
vg vat chat va tinh than cho cac em hpc sinh, sinh vign co hoan canh kho khan
biet vuon Ign trong hpc tap.
-Chuong trinh "Mai dm Sacombank": giiip do nhung ho gia dinh kho
khan co mai am, giup ho co digu kien song tot hon.
-Tai trp chuong trinh "Tu van tuygn sinh - huong nghiep 2014": dua
thong tin vg tuygn sinh kip thai, giai dap nhung thdc mdc cua cac ban thi sinh.
-Hoi thao "Cung Sacombank vay v6n nhanh va su: dung vgn vay hieu
qua": giup khach hang hidu ro hqn cac thu tpc cho vay va cimg chia sg nhimg
kinh nghiem trong viec su dung von vay hieu qua.
Dg tai se la tai lieu tham khao co y nghla thuc tiln doi vdi Sacombank An
Giang trong viec xay dung va thuc Men cac kg hoach, chuong trinh PR, gop phan
dua thucmg hieu Sacombank ngay mot gan hon vdi khach hang cung nhu giQ
vung va nang cao vi thg canh tranh cua minh trong tuong lai.


Myc Lye
CHUONG 1 TONG QUANi1
1.1.Co s^ hinh thanh dg tai1
1.2.Muc tieu nghign ciiu2

1.3.Pham vi va d6i tugng nghien ciiu2
1.4.Phuongphap nghign ciiu2
1.4.1.PhuongphdpthuthapdQligu:2
1.4.2.Phuongphap xir \1.5.Y nghia nghien cixu3
1.6.Bo cue nghien ciiu3

CHlTONG 2 CO Sd LY THUYET VA MO HINH NGHIEN CUU5
2.1.Tingquanvi thuong hieu5
2.1.1.Khai mem thucng hieu:5
2.1.2.Thanh phan ciia thuong hieu:6
2.1.3.Vai tro ciia thuong hieu doi voi doanhnghiep:6
2.2.Thuong hieu ngan hang7
2.2.1.Khai niem::7

2.2.2.Cdu tao ciia thucmg hieu ng^n hang:7
2.3.Nhanbi^t thuong hieu8
2.3.1.Khai niem:,8

2.3.2.Muc do nhanbilt thuong hifu:8
2.4.Ly thuygt \l PR:10
2.4.1.Dinhnghiavg PR:10
2.4.2.Ban chit ciia PR11
2.4.3.Mot so cong cusii diing trongPR6 cac doanhnghiep11
2.4.4.Lap kg hoach PR12
2.4.5.Cacbudc hoach dinh,chuong trinh PR:'.12
2.5.Mo hinh nghign ciiu::16

CHITONG 3 TONG QUAN VE NGAN HANG SAl GON THUONG TIN CHI NHANH AN GIANG18
3.1.So luge vg ngan hang Sai Gon Thuong Tin (Sacombank)18

3.1.1.So luge vg Sacombank18
3.1.2.Sii menh - Tim nhin - Gia tri c6t loi ciia Sacombank19
3.2.T6ng quan vg Ngan hang Sai Gon Thuong Tin - Chi nhanh An Giang20
3.2.1.Gioithieu20
3.2.2.Co cau t6 chiic va nhiem vu cac phong ban21
3.2.3.Kit qua hoat dong ciia Sacombank An Giang giai doan 2010 - 2012 ..24
3.2.4.Kg hoach kinh doanh Sacombank - chi nhanh An Giang nam 201325

CHlTONG 4 PHUONG PHAP NGHIEN CUU27
4.1. Thiit ki nghign ciiu:27


4.2.Quy trinh nghien ciru:.'28

4.3.Phuang phap thu thap va xii ly s6 lieu:29
4.3.1.Du lieu thii c^p:,29
4.3.2.Du lieu sa cip:,29

4.4.Thong tin mlu:31
4.5.Tiin do nghien cuu:32

CHlTONG 5 HO ^T BQNG PR ClIA SACOMBANK - CHI NHANH AN
GIANG GIAIDOAN 2010 - 2012 VA KET QUA NGHIEN CUU34
5.1.Hoat dpng PR cua chi nhanh giai doan 2010 - 2012:34
5.2.Kit qua nghien cuu vi muc dp nh|n bifit thuong hieu Sacombank:38
5.2.1.Thuong hieu dupe nhan biit diu tien:38
5.2.2.Khong nhic ma nha thuang hieu:'.38

5.2.3.Nhic cti nha thuang hieu:39
5.3.Cdc yiu t6 nhan biit thuang hieu ngan hang:40

5.3.1.Cac yiu t6 nhan dang thuang hieu:40
5.3.2.Cac yiu t6 phan bi^t thuang hieu:43
5.4.Cac cong cu truyen thong va su khac biet trong viec lira chpn theo cac

biin nhan khiu hoc:45
5.4.1.Cac cong cu truy^n thong45
5.4.2.Sir khac biet trong viec lira chpn c6ng cu truygn thong theo cac bien
nhan khiu hoc:47

CHUONG 6 K^ HOACH PR CHO SACOMBANK AN GIANG GIAI
DOAN 2013 -2014:51
6.1.Sa lupc vi ki hoach PR51
6.1.1.Doi tupng muc tieu51

6.1.2.Muc tigu chung cua kg hoach PR51
6.i.3.Kgnhtruygntai thong diep52
6.1.4.Thong diep truygn tai52
6.1.5.Npi dung ke hoach52
6.2.Ke hoach PR chi tigt:54
6.2.1.Giai viet da "Cimg Sacombank chay vi sue khoe cong dong"54
6.2.2.Hpc bong "Sacombank - LTom mam cho nhirng uac ma"56

6.2.3.Chuang trinh "Mai am Sacombank"59
6.2.4.Tai trp chuang trinh "Tu van tuygn sinh - huang nghiep 2014"61
6.2.5.Hoi thao "Cimg Sacombank vay von nhanh va su dung von vay hieu
qua'^'.../.1.'.'64

6.3.T6ng chi phi cho ca kg hoach PR giai doan 2013 - 201467
6.4.Kiim tra, danh gia kit qua cua kg hoach PR'67
6.4.1.Dinh tinh67

6.4.2.Dinh hrong68

CHITONG 7 KET LUAN;69
7.1.Giaithieu69
7.2Kitluan:69


7.3.Kinng_hi:•.;70
7.4. Heui ch6 cua &k tai:....71

TAI LIEU THAM KHAO;
PHVLUC


DANH M^C HINH

Hinh 2.1: So &b minh hoa qua trinh PR11
Hinh 2.2: Qua trinh hoach dinh theo cac budc logic:. 13
Hinh 2.3: Mo hinh nghien cilu16
Hinh 3.1: Co cau t6 chile cua Sacombank An Giang

21

Hinh 3.2: K6t qua hoat dong cua Sacombank An Giang giai doan 2010-2012....24
Hinh 4.1: Quy trinh nghien ciiu28
Hinh 5.1: Thuong hiu ngan hang durqc nhan biSt dlu tien38
Hinh 5.2: Thuong hi^u ngan hang khong nhac ma nhd38
Hinh 5.3:NhScdnhdthuong hieu39
Hinh 5.4: Muc do nh^n biet thuong hieu Sacombank39
Hinh 5.5: Nhan dang thuong hieu th6ng qua cac nguon th6ng tin tham khao40

Hinh 5.6: Mile do quan tarn cac ngu6n thong tin tham khao40
Hinh 5.7: NhOng ySu t6 anh hudng den viec lira chpn thuong hieu41
Hinh 5.8: Nhan biet thuong hieu thong qua cac hoat dong tai trp42
Hinh 5.9: Mile do quan tam ve cac hoat dong tai trp42
Hinh 5.10: Cac ygu t6 phan biet thuong hieu43
Hinh 5.11: Phan biet Slogan Sacombank43
Hinh 5.12: Phan biet mau sic dong phuc nhan vien Sacombank44
Hinh 5.13: Phan biet Logo Sacombank44
Hinh 5.14: Cac kenh truyen hinh dupe xem nhieu45
Hinh 5.15: Thoi gian thuong xem tivi trong ngay45
Hinh 5.16: Cac loai bao doc ph6 biSn46
Hinh 5.17: Su quan tam cua dap vien doi vdi mot so cong cu truyen thong46


DANH MUC BANG

Bang 3.1. KS hoach kinh doanh cua Sacombank An Giang nam 201325
Bang 4.1: Dan s6 cac huyen thi thanh cua tinh An Giang 2011 va cS mau nghien
ciiu30
Bang 4.2: Thong tin ve mau nghien cuu31
B^ng 4.3 :Ti6n do nghien ciiu33
B^ng 5.1: Danh sach cac truang THPT duac Sacombank tai tra hpc b6ng nam

2011 va 201235
Bang 6.1: Khung thai gian thuc hien ki hoach PR giai doan 2013 - 2014....53
Bang 6.2: K.& hoach truy^n thong giai viet da: "Cung Sacombank ch^y vi sue
khoe cpng d6ng"55
Bang 6.3: Ke hoach truyen thong chuang trinh hoc bong: "Sacombank - Uom
mam cho nhung uac ma"58

Bang 6.4: Ke hoach truyln thong chuang trinh "Mai am Sacombank"61
Bang 6.5: Ke hoach truyen thong chuang trinh "Tu van tuyen sinh - huong

nghiep2014"63
B^ng 6.6: Ke hoach truySn thong chuang trinh hoi thao "Chng Sacombank vay
von nhanh va stir dung von vay hieu qua"66
Bang 6.7: Kinh phi du ki^n cho ca kS hoach PR67


DANH MUC TIT VIET TAT

NHNN VN: Ngan hang Nha nude Viet Nam

PGD: Phong giao dich
PR: Public relations - Quan he cong chiing
Sacombank: Ngan hang thuong mai co phan Sai Gon Thirong Tin
THAG: Tray^n hinh An Giang
THPT: Trung hoc ph6 thong
THVL: Truyen hinh VInh Long

TMCP: Thuong mai c6 phin
UBND: Uy ban nhan dan


Xay dungkihoqch PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

CHl/ONG 1 TONG QUAN
Chuang nay se trinh bay ca s& hlnh thdnh de tai, muc tieu nghien ciru,
pham vi, ddi tuang nghien citu, phuffng phdp de thtfc Men nghien cuu. Ben
canh do, tdc gid con dua ra y nghia cua de tdi vd cudi ciing Id bo cue ndi dung

cua nghien cuu.

1.1.

Co- s& hinh thanh tfe tai:
Hien nay, nude ta dang tren da hpi nhap quoc te vdi nhung d6i mdi va phat

trien manh me ve cac mat kinh te, van hba, xa hoi,... hba ciing xu the do thi ngan

hang thuong mai ciing dang co nhung bubc tiSn vugt bac, tra thanh mot trong
nhung dinh ch tai chinh quan trpng va duac coi la huy^^t mach ciia nen kinh tS
thj truong, gop phln quan trong: trong su phat trien kinh te cua d^t nude. Khi nen
kinh t6 co nhiSu thay ^d6i, thi ciing nhu tat ca cac nganh khac, nganh ngan hang
ciing phai linh hoat dS thich nghi vdi nhung sir bien dong ay. Mat khac, khi so
luong cac ngan hang thuong mai tang len nhanh chong, nhung ciioc canh tranh
gitia cac ngan hang ngay cang quyet liet, manh me hon, thi viec xay dung thucmg
hiu co net dac trung rieng, tao dupe uy tin, su khac biSt la dieu kien quan trpng
trong chien lupc kinh doanh de ngan hang phat triSn va tu khang dinh minh
trudc nhting thach thuc.
Ngan hang dupe biet den nhu la mot dinh che tai chinh vdi hoat dong tien
thto la lam dai ly thanh toan, nhan, giu ho va cho vay, no dupe xem la nhilng
hoat dpng xuong song cua mot ngan hang. Ciing vi the ma mot ngan hang chi co
thS hoat dpng dupe neu nhu co nhung khach hang tin tudng giii ti6n vao cac ngan
hang va tao lap cac quan hS giao dich. Vay mpt cau hoi ^%X ra la tai sao kliach
hang lpa chpn ngan hang ^ay ma khong lira chpn ngan hang kia?. Cau tra ldi a
day la thuong hieu se quyet dinh su lira chpn. Mot thucmg hieu ngan hang t6t, co
uy tin, se dupe su tin cay ciia khach hang. Vi vay co th^ noi rang thuong hieu
nhu mot ldi cam ket cua ngan hang vdi khach hang va vi^c xay dung chien lupc
quang ba thucmg hipu nhu mot miii ten tan cong vao thi trudng, dua thuong hieu
den gan vdi khach hang hon va de lai dau an trong tarn tri khach hang.

An Giang la mot tinh tai ddng bang song Cuu Long, dang tren da phat trien
mpi mat v^ kinh tg xa hpi, noi day da va dang thu hut va hinh thanh nhi^u hoat
dpng thucmg mai - dich vu chuyen nghiep1, trong do cac hoat dpng tai chinh - tin
dung phat trien rat m^nh me vdi sir ra ddi cua hang loat ngan hang thucmg mpi va
cac chi nhanh. Vi vpy mdc dp canh tranh gianh thi phan gifta cac ngan hang tai
day ngay cang gay gat, ddi hoi moi ngan hang phai cd nhung chien lupc xay
dung thuong hieu, tao dupe sir tin tudng vdi khach hang mdi cd thi ton tai va
phat triln lau dai. Va ddi vdi ngan hang TMCP Sai Gdn Thuong Tin- Chi nhanh
1 'Kh6ng ng^y thing', Gidi thi^u[on-line]. So van hoa thi thao vd du lich An Giang . Dpc tit:
httv://sovhttdLaneiant;.eov.vii/iiitroduction.phv (dpc ngiy 12.04.2013)

SVTH: Nguyln Kim Cuong - DH10NH.1


Xay dung ke hoach PR cho Sacombank- chi nhanh An Giang giai doan 2013 - 2014
An Giang cung khong ngoai le, bSng he thing nhan dien thucmg hieu ciia minh,
ngan hang da tao dirge uy tin, chiim dirge vi tri nao do trong tam tri ciia khach
hang. Nhimg trong moi tnrdng canh tranh ngay cang gay git thi viec xay dung ke
hoach quang ba thuong hieu c6 hieu qua la rat can thiet nham nang cao hon nQa
vi the canh tranh ciia ngan hang, gin gui vdi cpng ding va di vao long khach
hang de co the phat trien lau dai.
De xay dung mot thuong hieu thanh cong, de lai dau an thuong hieu trong
tam tri khach hang-thi cd nhieu phuong thiic nhu thong qua hoat dong quang cao,
khuyen mai, quan he cong chung (PR), tiep thi true tiep...Trong do hoat dpng PR
giup thuong hieu dl di vao nhan thirc cua khach hang, hay cu thi hon la giiip
khach hang de dang lien tudng tdi m6i khi d6i dien voi mot thuong hieu, vi PR
chiia dung luong thong tin da dang, phong ptui n^n di gay cam tinh va de dugc
cong chiing chap nhan. Vdi nhung lgi ich thiet thuc tu hoat dgng PR mang lai thi
viec quang ba thuong hieu blng each xay dgng ki hoach PR eg thi la rit hgp ly.
Nhan thiic dugc tam quan trong va yeu cau ciia thuc tiin, tdi da chpn di tai:

"Xay dung ke hoach PR cho Sacombank - chi nhanh An Giang giai doan
2013 - 2014".
1.2.Muc tieu nghien cdn:
Muc tieu chung ciia de tai la xay dung ke hopch PR cho Sacombank - chi
nhanh An Giang giai doan 2013 - 2014. Can cu vao muc tieu chung, co 3 muc
tieu cu thi dat ra trong nghien cuu la:
-Tim hieu ve hoat dpng PR ciia Sacombank - chi nhanh An Giang trong
giai doan 2010-2012
-Do luong miic d^ nhan biet ciia khach hang An Giang voi thuo^g hieu
Sacombank.

-Xay dung ke hoach PR cho Sacombank - chi nhanh An Giang giai doan
2013-2014.
1.3.Pham vi va doi tnong nghien cd'u:
-Ve khong gian: De tai dugc thuc hien tren dia ban tinh An Giang.
-Ve thai gian: Dd tai dugc thuc hien trong khoang 3 thang (14/01 -

16/04/2012).
-Doi tugng nghien ciiu ciia di tai la ki hoach PR cho Sacomb^nk -chi
nhanh An Giang giai doan 2013 - 2014.
1.4.Phuong phap nghien cuu:
1.4.1.

Phinmg phap thu thap du1 lieu:

-DO: lieu so cap: Thu thap do lieu thdng qua phdng van bang ban cau hoi
vai ca mau 150 theo phuang phap han miic tren dia ban tinh An Giang (ngoai trir
huyen Tri Ton va huyen An Phu, vi tai day chua co PGD cua Sacombank).

SVTH: Nguyen Kim Cuang - DH10NH

Xay dung kihoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014
-DO lieu thO dip: Thu thap thong qua kg hoach, bao cao vg hoat dong PR
giai doan 2010 - 2012, kg hoach PR giai doan 2013 - 2014 cua Sacombank - chi
nhanh An Giang, bao cao kgt qua hoat dong kinh doanh 2010 - 2012.
1.4.2.

Phuong phap xu ly du lieu:

-SO dung phuong phap thOng ke mo ta dg do luang muc do nhan biet
thuong hieu cua khach hang vOi Sacombank; kgt hop cac phuong phap so sanh,
phan tich, d^nh gia dg tim hilu hoat dong PR Sacombank trong thoi gian qua. TO
do xay dvmg ke hoach PR Sacombank - chi nhanh An Giang.
-SO dung c6ng cu Excel vO SPSS 16.0 dg t6ng hop va phan tich cac du lieu
thu (hap tO ban cau hoi.
1.5.Y nghia nghien cuu:

Ket qua nghign cOu cua dg tai se la nguon thong tin (ham khao de
Sacombank An Giang co nhung dinh huong kip thai trong cong tac thuc hien kg
hoach PR, tu do dua thuong hieu Sacombank d8n gan hon nua vai khach hang,
giup nang cao muc d nhan biSt cOa khach hang vai thuong hieu Sacombank, tao
dupe niem tin, moi quan he tot vOi khach hang va nang cao vi the canh tranh trgn
thi truong.
1.6.Bo cue cua nghien cuu:

Chtrong 1: Tong quan.
Npi dung cOa chucmg nay la giai thieu ve: ca sa hinh thanh dg tai, muc
tigu, pham vi, doi tuong nghign cOu, phuong phap nghien cOu, y nghia nghign
cOu va bo cue cua dg tai.

Chuong 2: Ca sO Iy thuyet va mo hinh nghign cuu.
Truth bay cac ly thuygt co lign quan vg thuang hieu, mOc dp nhan bigt
thuong hieu, dinh nghia vg PR, mot s6 cong cu PR, kg hoach PR va cac buac
hoach dinh chuong trinh PR. TO do lam ngn tang cho viec xay dung mo hinh
nghign cOu.
Chuong 3: Khai quat vl ngan hang Sai Gon Thuong Tin - chi nhanh
An Giang.
Giai thieu sa luac vgqua trinh hinh thanh cOa Sacombank va giai thieu vg
Sacombank - chi nhanh An Giang.
Chuong 4: Phuong ph^p nghien cuu.
Chuong nay se trinh bay cu the cac buac cOa phuong phap nghign cOu, quy
trinh nghign cOu, phuong phap thu thap va xO ly so lieu.
Chuong 5: Hoat dong PR cua Sacombank - chi nhanh An Giang giai
doan 2010 - 2012 va ket qua nghien cun.

SVTH: Nguyen Kim Cuang - DH10NH


Xdy dung id hoach PR cho Sacombank- chi nhanh An Gianggiai doqh 2013- 2014
Trinh bay cac hoat (long PR cua Sacombank trong giai doan 2010 - 2012 va
ket qua nghien cun v6 do lufrng miic do nhan bi^t cua khach harig vdi thutmg
hieu Sacombank.
Chuong 6: Xay du^g k hoach PR cho Sacombank - chi nhanh An
Giang giai doan 2013 - 2014.
Lap ke hoach PR cho Sacombank chi nhanh An Giang cu the ve chuong
trinh, thai gian, ngan sach, npi dung.. .cua hoat dong PR.

Chirong 7: Ket luan.
Chucrng nay se trinh bay ket luan va mpt so kien nghi.

SVTH: Nguyen Kim Cuang - DH10NH


Xay dungke hoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

CHlTONG 2 CO SOf LY THUYET VA MO HINH NGHIEN CUU
Tiep theo se Id chuong cff s& ly thuyet va mo hinh nghien cuu. Chuang
nay se trinh bay cdc khdi niem ve thuong hieu, thuomg hieu ngdn hang, mice do
nhan biet thucmg hieu; ly thuyet ve PR, ban chat cua PR, lap ke hoach PR vet
cdc budc hoach dinh chuang trinh PR. Tit nhung ca so ly thuyet nay lam tien
de cho tdc gid dua ra mo hinh nghien cicu xay dying ke hoach PR cho
Sacombank chi nhdnh AG giai doan 2013 - 2014.

2.1.

Tong quan ve thuong hieu:
2.1.1. Khai niem thiromg hieu:

Co rat nhieu khai niem ve thuong hieu:
Thuong hieu - theo dinh nghia cua To chiic so him tri tue the gioi (WIPO):
la mot diu hieu (htru hinh va vo hinh) dac biet dS nhan bilt mpt san ph^mhang
hoa hay mot dich vu nao do dttoc san xuat hay dugc cung cap boi mot ca nhan
hay mot to chile.

Theo Philip Kotler: "Thuong hieu co the dugc hieu nhu la ten ggi, thudt
ngu-, bieu tugng, hinh ve hay su phoi hgp gida chiing dugc dung de xac nhan s^n
phimcua nguoi ban va At phan biet vdi san phim cua d6i thu canh tranh".
Thuong hieu la khai niem trong ngudi tieu dung ve san pham vdi dau hieu cua
nha san xuat gan len mat, len bao bi hang hoa nh^m khing dinh ch^t lugng va

xuat xd san pham. Thuong hieu thudng gin liSn vdi quyen sd huu cua nha san
xuat va thudng dugc uy quyen cho ngudi dai dien thucmg mai chinh thiic.2
Theo Amber & Styles da dinh nghia: "Thuong hieu la mot tap hgp cac
thuoc tinh cung cap cho khach hang muc tieu cac gia tri lgi ich ma ho tim ki^m".
Khi do, san pham lai dugc coi chi la mpt thanh phln ciia thucmg hieu, cd chuc
nang chu ydu la cung cap "gia tri Ipi ich tieu dung" cho khach hang. Va cac thanh
phan khac cua marketing - mix nhu gia ca, phan phdi hay truySn thong
marketing la nhung ydu to hay cong cu tao nen mpt thucmg hieu ndi ti^ng tren thi
trudng ma thoi".3

Nhung nhin chung chung ta cd thd thiy thucmg hieu la dai dien cua mot tap
. hgp cac thupc tinh htru hinh va cac thupc tinh vo hinh cua san pham va doanh
n'ghiep tren thi trudng. Cac thupc tinh huu hinh thupc vh vat chit cua san phim
va la nhung gi khach hang cd thi cam nhan dugc bing thi giac, dap ling cho
khach hang loai nhu cau: nhu cau ve chuc nang, cung cap gia tri lgi ich ca ban
cua san pham. Cac thupc tinh vo hinh ciia thuong hieu con dap ling ca loai nhu

2'Khong ngiy thing', Thuong hi^u [on-line]. Wikipedia. Dpc tir
hi%El%BB%87u tdocng^v 17.12.2012)
3Amber, T&C. Styles 1996. "Brand Development vs. New Product Development: Towards a
process Model of Extension". Marketing intelligence & Planning 14 (7): 10-19

SVTH: Nguyln Kim Cuang - DH1ONH


Xdy dung ki hogch PR choSacombank-chinhdnhAn Gianggiaidoan2013 -2014
cau thii hai: nhu ciu tarn ly cua khach'hang: cam giac an toan, thich tM va tit hao
ve quyen sd hitu, su dpng.. .4
2.1.2.Thanh phan cua thuong hieu5:

-Thanh phan chuc nang: co muc dich cung cap lqi ich chile nang cua
thuang hieu cho khach hang mpc tieu va no chinh la san pham. No bao cac thupc
tinh mang tinh chuc nang (functional attributes) nhu cong dung san pham, cac
dac trung bo sung (features), chit lupng.
-Thanh phan cam xuc: bao gom cac yeu to gia tri mang tinh bieu tupng
(s^mbolic values) nham tao cho khach hang muc tieu nhung Ipi ich tarn ly. Cac
• yeu to nay co thi la nhan each thucmg hieu (brand personality), biiu tupng
(symbols), luan cut gia tri hay con gpi la luan cii ban hang doc dao gpi tac la USP
(unique selling proposition), vi tri thucmg hieu, d6ng Jianh vdi cong ty
(organizational associantions) nhu quoc gia xuat xii (country of origin), cong ty
npi dia hay quoc te,...

2.1.3.Vai tro cua thuomg hieu d6i voi doanh nghiep6:
-Thuang hieu tao dung hinh dnh doanh nghiep vd san pham trong tarn tri
nguai tieu dung: Ngucri tieu dung se lira chpn hang hoa thong qua sir cam nhan
cua minh. Khi mot thuomg hieu Ian dau xuat hien tren thi truong, no hoan toan
chua co dupe mot hinh anh nao trong tam tri nguai tieu dung. Nhifng thuoc tinh
hang hoa nhu ket cau, hinh ddng, kich thudc, mau sac.-.hoac dich vu sau ban

hang se la tien de de nguai tieu dung lira chpn chung. Qua thai gian, bang kinh
nghiem trong su dung va nhung thong diep ma thuang hieu truyen tai den nguai
tieu dung, vi tri va hinh anh cua hang hoa dupe dinh vi dan dan trong tam tri
khach hang.
-Thuang hieu nhu mot lai cam kit giua doanh nghiep vd khach hang: Mot
khi ngucri tieu dung da lua chpn san pham mang mpt thuang hieu nao do tuc la
ho da chip nhan va giii gim long tin vao thuang hieu do. Nguai tieu dung tin it
thuang hieu vi tin a chat lupng tilm tang va 6n dinh cua hang hoa mang thuang
hipu do ma hp da su dung hoac tin tuong d nhftng dich vu vupt trpi hay mot dinh
vi ro rang cua doanh nghiep khi cung clp hang hoa - tao cho ngudi dung mot gia
tri ca nhan rieng biet. Chinh tit ca nhumg diiu nay da nhu mot ldi cam kit thuc

sir nhung khdng rd rang giura doanh nghiep va ngudi tieu dung.
-Thuang hieu nham phan doan thi truang: Thuang hieu vdi chuc nang
nhan biet va phan biet se giup doanh nghiep phan doan thi trudng. That ra thi
thuang hieu khong true tiep phan doan thi trudng ma chinh qua trinh phan doan
thi trudng da ddi hoi can co thuang hieu phu hap cho ttrng phan doan di dinh
hinh mpt gia tri ca nhan nao do cua ngudi tieu dimg; thong qua thuang hieu di
nhan biet cac phan doan ciia thi trudng.

4Truang DlnH Chi6n. 25. Qu^n trj thucmg hieu h^^g h6a - ly thuy^ vi thyc tiSn. Hi N6i: NXB Th6ng K^
5Le Xuan Tiing. 25. Xay dimg vi phit trien thucmg hi?u. NXB Lao Bpng Xi Hgi.

6Nguyln Qu6c Thjnh vi Nguyln Thanh Trung. 2012. Thucmg hi^u vdi nhi quan ly. Hi N6i: NXB Lao
Bong-XiHOi.

SVTH: Nguyen Kim Cuang - DH1ONH6~~


Xay dttng ke hogch PR cho Sacombank- chi nhdnh An Gianggiai doqn 2013 - 2014
-Thucmg hieu tao nen su khac Met trong qua trinh phdt trim cua sdn
phdm: M6t san pham khacbiet vdi nhung san phSm kh&c bdi cac tinh nang cong
dung cung nhu dich vu kem theo ma theo do tao ra sir gia tang cua gia tri sii dung
-Thucmg hieu man^ lai nhung ldupe ngudi tieu dimg chap nhan va ua chupng se tao dung dupe long trung thanh
cua khach hang, luc do ngudi tieu dung se khong xet net lira chpn hang hoa ma
luon co xu huong lira chpn hang hoa tin tudng.
-Thu hut ddu tu: Thucmg hi^u noi tieng khong chi tao ra nhOng lpi the nhat
dinh cho doanh nghiep trong qua trinh ban hang, cung dp dich vu, ma con tao
dieu kien va nhu mot sir dam bao thu hut dau tu va gia tang cac quan he ban
hang.

-Thucmg hieu Id tdi sdn vo hinh vd rat co gia cua doanh nghiep: Thucmg
hieu la tai san cua doanh nghiep, no la tdng hop cua rdt nhi^u cac y^u t6, nhung
thanh qua ma doanh nghipp da tao dung dupe trong su6t ca qua trinh hoat dpng
cua minh. Chinh su n6i tiSng cua thucmg hieu nhu la mot dam bao cho lpi nhuan
tiem nang cua doanh nghiep.
2.2. Thiromg hieu ngan hang7;
2.2.1.Khai ni^m:

Thuomg hieu ng^n hang co the dupe hieu la mot thuat ngit dung trong hoat
dpng marketing, thl hien ten giao djch cua mot ngan hang, dupe g^n vdi ban sic
rieng va uy tin, hinh anh cua chii the mang ten nay nhSm gay diu in sau dam d6i
vdi khach hang vh ph^n bipt vdi cac ngan hang khac trong hoat dpng kinh doanh
tien te - tin dung va cung cap cac dich vu ngan hang. Noi each khac, thucmg hieu
cua mot ngan hang chinh la nhan thiic cua khach hang vh ngan hang. Khach hang
co the khong can biet y nghia cua mot ten gpi, mot bieu tupng cua mot ngan hang
nao do nhung neu khi hp co nhu cau ve tai chinh va hp d^n ngan hang mot each
vo thiic thi ngan hang do da xay dung dupe cho minh mot thuomg hieu vOng chic
trong tam tri khach hang
2.2.2.Cau tao cua thuomg hieu ngan hang:

Thucmg hieu ngan hang dupe cdu thanh tCr hai phin:
-Than phdt dm duac (phan doc dupe): Do la ten cua ngan hang dupe khach
hang nghe quen. Vi du: Vietcombank, ACB, Sacombank, HSBC,...D6 la cau
khiu hieu (slogan) nhu: HDBank co "J^lgan hang cua ban - Ngoi nha cua ban",
HSBC co "Ngan hang toan cau am hieu dia phuomg", ACB co "Ngan hang cua
mpi nha",...Do cung co the doan nhac hat dac trung va cac yeu to phat am dupe
khac.

-Phdn khong phdt dm duqc : La nhung phan cfiu thanh nen diem khac biet
cua Ngan hang, do la: biiu tupng (Logo) cua Ngan hang ma nhung yiu td nay

7 07.07.2010. Thucmg hi$u ngan h^ng \i gl ?[on-line]. Brand. Dijc tir: fdoc ne^v 12.01.20131

SVTH: Nguyen Kim Cuong - DH10NH


Xay dungke hoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014
khong dpc dupe, n^ chi co the cam nhan dupe bang (hi giac nhu: mau sac, net
cha, kilu dang thiSt kg va cac ygu t6 nhan bigt khac.
2.3.

Nhan bilt thuong hieu8:
2.3.1.Khai niem:

Nhan biet thuong hieu la giai doan dau tien trong tign trinh mua sam va la
mpt tieu chi quan trong dg do lubng siic manh ciia thuong hieu. Mot thuong hieu
cang noi tieng thi cang de dang dupe khach hang lira chpn. Tuy vay, viec quang
ba thuong hieu cung rat ton kem nen viec hieu ro dupe muc dp anh huong cua sp
nhan biSt den tign trinh lua chpn san phim se giup cho cac doanh nghiep co dupe
each thuc xay dung thuong hieu dat hieu qua cao vdi mot chi phi hpp ly hon.
2.3.2.Muc do nhan biit thirong hieu:
Muc dp nhan biet thuong hieu co thg chia thanh 3 cap d6 khdc nhau:
-Cap dp cao nhat la thucrng hieu duoc nhan biit d&u tien (Top of mind):
Day la muc dp nhan biet cao nhat. Khach hang luon nhd ngay dgn mot thuong
hieu nhat dinh trong mot lTnh vuc nao do. Vi du: a Viet Nam, khi noi vg xe may
nguoi ta thuong nghT ngay dgn Honda, hoac khi noi vg search engine thi Google
la thuong hieu dau tign nguoi ta nghT ngay dgn.
-Cap dp ke tiep la khong nhac ma nhd (Spontaneous): khach hang khong
can nhac nhung van nhd dupe thuong hieu.
-Cap dp thap nhat la nhac de nhd (Promt): khach hang chi nhd dgn thuong

hieu khi dupe gpi y.
Miic dp nhan bigt ve thuong hieu noi Ign khi nang mpt khach hang co thg
nhan dang va phan biet nhung dac digm cua mpt thuong hieu trong mpt tap cac
thuong hieu co mat tren thi trudng, khi mpt khach hang quygt dinh tieu dung mpt
thuong hieu nao do, thu nhlt, ho phai nhan bigt thuong higu do. Nhu vay, nhan
bigt thuong hieu la ygu t6 diu tien dg khach hang phan loai mot thuong hieu
trong mpt tap cac thucng hieu canh trahh. Cho nen, nhan biet la mpt thanh phim
cua gia tri thuong hieu9.
> Cac yeu t6 phan biet thirong hieu
Logo: la mpt d^ng thuc dac bigt cua bigu trung vg mat thigt kg, no co thg
dupe cau true tu bang chO, blng ky hieu hoac blng hinh anh. Nhung khac vdi ten
doanh nghiep va tgn thuong hieu, logo thuong khong l^y toan bp ciu hinh chd
cjla tgn doanh nghiep va tgn thuong hieu lam bo cue. No thuong dupe dung chft
tat ho^c cac ky hieu, hinh anh dupe cau true mpt each nghiem ngat, tao thanh
mot bo cue mang tinh tupng trung cao.

Bdn^phiAc: la mpt van de thupc vg phuong dien van hoa. No bi chi phoi bdi
cac yeu to: truygn thong van hda, moi trudng tu nhien, digu kien kinh tg, digu
kien cong viec hoc tap va ca ygu to thdi trang.
8Le Xu^n Tiing. 25. Xay d\rng va ph^t trien thuong hi^u. NXB Lao Bng X^ Hgi.
9Le Xuan Thng. 25. Xay d^ng vd phdt trien thuong hi?u. NXB Lao B$ng Xd Hgi.

SVTH: Nguyln Kim Cuong - DH10NH


Xdy dung ki hoach PR cho Sacombank - chi nhanh An Giang giai doan 2013 -2014
Slogan: trong kinh doanh du^e hieu la mpt thong diep truyen tai ngan gon
nhat den khach hang bang tir ngft dl nhd, dl hilu, co she thu hut cao vl y nghla,
am thanh. Slogan la su cam kit ve gia tri, chit lupng san phlm cua thuong hieu
vdi khach hang. Be hinh thanh mpt Slogan cho cong ty, cho thuong hieu nao do

khong phai chuyen mot s6m mpt chieu ma doi hoi phai co mSt quy trinh lira
chpn, thau hieu san pham, cac lpi the canh tranh, phan khuc thi trudng, miic dp
truyen tai thong diep khi da chpn slogan do dl dinh vi trong tam tri khach hang
bat cii luc nao. Slogan dupe xem nhu la mot tai san vo hinh cua cong ty du rang
no chi la mpt cau noi.

^ Cac phuong tien truyen thong cua ngan hang de nhan biet
thuung hieu10:
Quang cao: la phuong thiic truyen thong khong true tiep nham gicri thieu
san pham dich vu ngan hang hoac ngan hang thong qua cac phuong tien truyen
tin. Thong diep quang cao ciia ngan hang thuong cung cap nhung thong tin doc
dao, su khac biet so vdi san pham dich vu cua doi thu canh tranh, su tien dung,
hieu qu^ cua san pham dich vu...Phuong tien quang cao rit phong phu nhu: bao,
tap chi, tivi, truyen thanh, panq, ap phich, Internet...

Khuyen mai: la viec sir dpng nhom cac cong cu nhdm tac dpng true tilp va
tich cue vao viec su dung va dinh hudng cho viec s\x dung va lua chpn ngan hang
cua khach hang, co tac dung lam tang doanh s6 hoat dpng va tao Ipi th! canh
tranh cua ngan hang. Cac hoat dpng khuyen mai cua ngan hang nhu: uu dai tin
dung cho sinh vien, qua tang, giam ho^c miln phi cho khach hang co quan he lau
dai, mien phi su dung san phim nam dau....

Marketing true tiep: la viec su dung he thong cac phuong tien nham thiet
Tap va md rpng viec d6i thoai, giao tilp gitra khach hang va ngan hang, nham gia
tang co hoi giao tiep gitta khach va ngan hang, giup khach hang nhan dupe
thong tin ve ngan hang nhanh chong, day dii, cu thl va kip thdi. Cac phuong
thuc cita Marketing true tiep nhu: gui thu, to roi den tan tirng khach hang, giai
dap tren truyen hinh, truyln thanh; dien thoai, hoi nghi khach hang...
Cac hoat dong tai tret: la mpt trong nhung cong cu dung dl quang ba hinh
anh ciia thuong hieu, mang hinh anh cua thuong hieu din gin hon vdi cong

chung thong qua cac chuong trinh ma ngan hang tai trp, gop phln gia tang su tin
tudng cua khach hang vdi ngan hang, gay dung hinh anh va tao su hilu bilt sau
rpng ve ngan hang. Hoat dpng tai trp cua cac dinh che tai chinh Icha da dang va
phong phu nhu: hoc bong cho hoc sinh, sinh vien, hoat dpng the thao, dao tao,
bao ve moi truong, cac hoat dpng van hoa xa hpi...

Truyen mieng: co nghTa la mpi ngudi noi vdi nhau ve doanh nghiep, day co
le la each thong thuong nhat de cho nhung khach hang moi biet den doanh
nghiep, thong qua gidi thi^u tvr ngudi than," ban be...

10 Nguyin Thi Minh HiSn. 23. Giao trinh Maketing ngan hang. Ha Ni: NXB Th6ng kS

SVTH: Nguyen Kim Cuong-DH10NH


Xay dying ke hoach PR cho Sacombank— chi nhdnh An Gianggiai doan 2013 - 2014

2.4. LythuyetvgPR:
2.4.1. Binh nghia vg PR11:

Hien nay co rat nhieu dinh nghia vg PR. Nhitng nguai lam PR dua ra
nhigu each hieu khac nhau vg nghe nay. Bbi PR la mot lihh virc hoat dpng rat
phong phii va nhung ngubi lam PR co thg tigp can no ttr nhigu gdc dp khac
nhau.

Frank Jefkins da dua ra dinh nghia ve PR nhu sau: "PR bao gdm tat cd
ede hinh thuc giao tiep dupe len ke hoach, cd ben trong vd ben ngodi to chicc,
giua mot to chiec vd cong chung cua no nhdm dat dupe nhung muc tieu c^ the
lien quan den su hieu biet Ian nhau ".

Dinh nghTa nay nhan manh den hoat dpng co muc tieu cu the va dua vao
do de xay dung cac hoat dpng va danh gia hieu qua hoat dpng cua PR. Theo
nhu quan diem ciia Frank Jefkins thi PR la mot he thong truygn thong (bao chi
v^ giao'due) dua tren kien thuc. Long tin la chia khoa de phat trign m6i quan he
t6t trong npi bp t6 chuc, giua t6 chuc va cong chiing cua ho. Truygn thong
khong chi chu trong vao tiiygn truygn, quang ba bgn ngoai, cho nhung nguai
dau tu, khach hang, cac nha buon...ma cho ca npi bp to chuc va cong chung
bgn ngoai.

Mot dinh nghia khac vg PR do Vipn quan he cong chung Ahh (IPR) dua
ra cung bao ham nhung ygu to ca ban nhit ciia hoat dpng PR:
"PR la nhung no luc mot each co ki hoach, co td chuc ciia mqt cd nhdn
hoac tap thi nhdm thiet Iqp vd duy tri mil quan he cung co Ipi vdi dong ddo cong
chung cua no ".

Dinh nghia nay nhan mtmh hoat dpng PR hoat dpng dupe to chiic thanh
chign dich hay mot chuong trinh, va la mot hoat dpng lign tuc, no khong thg
khong co.ke hoach.

Trong mot cupc hop gitia cac vien sT thong tin PR dgn tu nhigu nuac
(World Assembly of Public Relations Associates) diln ra tai Mexico thang 8
nam 1978 da dua ra mot dinh nghia khac toan dien vg PR:
"PR Id mot nghe thuqt vd mon khoa hqc xd hqi, phdn tich nhung xu hudng,
du doan nhung ket qua, tu van cho cac nha Idnh dqo cua to chuc vd thuc hien
cac chuong trinh hdnh dong da dupe lap ke hoach de phuc vu quyen Ipi cua cd
to chuc vd cong chung".

Dinh nghia na^ lai chu trpng dgn viec ap dpng cac phuang phap nghien
ciiu tnrdc khi lgn kg hoach PR va khia canh xa hoi cua mpt t6 chiic. Mot to
chiic se dupe danh gia qua su quan tm va trach nhiem cua no d6i vdi quygn Ipi

cua cong chiing. PR lign quan dgn sp tin nhiem va danh tigng ciia to chiic.
Tom lai, nhung quan niem trgn dgu noi dgn PR la mot hp th6ng truygn
thong nh5m xay dung, duy tri cac m6i quan he t6t dep, su higu bigt lln nhau

" Frank Jefkins. 24. Ph^ v8 bi In PR. TP H6 Chi Minh: Nh& xuat ban Tre

SVTH: Nguyen Kim Cuong - DH1ONH10~


Xdy dungkihoachPR cho Sacombank- chi nhdnhAn Gianggiaidoqn2013 -2014
giua to chiic va cong chiing. T6 chiic cac chien dich, chucmg trinh PR can xac
dinh ro muc tieu, can trpng va suy tinh ti mi de tao ra hinh anh va thong tin tich
cue vdi muc dich quang ba, gay anh hubng co lpi cho to chiic va ca nhdm cong
chiing cua ho.
2.4.2. Ban chat cua PR

Ban chit ciia PR la qua trlnh trao d6i thong tin hai chiSu giiia chii th^ va
cong chiing nham tac dpng tdi nhan thiic ciia cong chiing de dat dupe muc dich
ciia chii the.
•

So do minh hpa qua trinh PR nhtr sau:
Thong diep

Chuth^
Hieu, quan tarn, ung hq, tin tuang \>/

Hinh 2.1 : So- 36 minh hoa qua trinh PR12
•

Cac thanh phln ciia PR: g6m 4 thanh phln

o Chu the: la nhung ca nhan hay to chiic xay dung va van hanh cac
chuong trinh PR trong hoat dpng ciia minh.
o Cong chiing: co th^ la cac ca nhan hay tap thS. Ca nhan: co thl la
khach hang, ban hang, nhan vien, nha lanh dao,... Tap thl: la doanh

nghiep, t6 churc xa hpi, co quan thong tin bao chi, ca quan c^p tren, dan vi
trirc thupc, doi tac, doi thii canh tranh,...

o Thong diep: rat da dang, phong phii, dupe chii th^ mong mudn
chuyen tai tdi cong cluing. Co the la khau hieu, logo, thuang hieu, ke
.

hoach, tuyen bo, khuyen cao, van hoa...

o Kenh truyen tai thong tin: do la cac cong cu PR nhu bao chi,
truyen thong, ve tinh, Internet, dien tm, dien thoai, mlu phi^u diSu tra, tai
lieu PR, su kien...
. 2.4.3. Mot so cong e^ su dung trong PR d cac doanh nghiep13

LTng dung ly thuy^t "Nhung chi^c but chi PENCILS" ciia Philips Kotler
PR bao gdm cac cong cu ho^t dpng sau:
•Publication: Cong bo/ xuat ban (dua cac bai viet ve doanh nghiep, ve san
pham dich vu cua doanh nghiep len cac an pham);
•Events: Cac su kien (t6 chiic cac su kien d^ tao din in cho doanh

nghiep);
•News: Tin tiic (thong tin thudng xuyen den cong chiing va quan tri thong
12'Khong ngay thing', Quan he c6ng chiing vi vai tr6[on-linej. Nguyln Diic Thu^n. Dpc tir:

www.nihbt.org.vn/images/stories/tintuc/.../5-bs_thuandoc.aspx(dQcngiy 25.01.2013)

13Philip Kotler. 23. Nhung phucmg thile sing tao, chiin thing vi khong chi thj truimg. TP Ho Chi
Minh: NXB Thinh phi Hi Chf Minh

SVTH: Nguyln Kim Cuang -DH1ONH'U~


Xdy dung ki hoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014

tin do);
•Community affair : Quan he vdi cpng dong (tai trp va tham gia cac hoat
dong xa hoi);
•Indentify media: Xlc dinh phuong tien truyen thong;
•Lobbing: Van dong hanh lang (tao m6i quan he vdi chinh phu);
•Social investment: Ddu tu xa hoi.

2.4.4.Lap ki hoach PR14:
Mpt mo hinh ke hoach PR don gian dupe dong dao cac chuyen gia chap

nhan, gom: (1) Danh gia tinh hinh; (2) Xac dinh muc tieu; (3) X^c dinh nhdm
cong chung; (4) Lua chpn phuong tien truyen thong;-(5) Hoach dinh ngan
sach; (6) Danh gia kSt qua. '
Danh gia tinh hinh: De co the danh- gia tinh hinh chinh xac va
hieu qua, can phai tim hieu can than. Viec tim hieu co the duac thuc
Men bang mot cupc nghien ciiu nhung thong tin hay s6 lieu thdng ke sin
co, hoac phai thuc hien mpt cupc nghien cuu hoan toan mdi.
•Xac dinh muc tieu: Sau khi thao Man vdi Ban lanh dao, mpt danh
sach muc tieu co the dupe lap ra, chlng han nhu: de thay ddi hinh anh vi
to chiic cd nhilng hoat dong mdi, De ung ho mot chuong trinh trao hoc

bdng hay tai trp...

•Xac dinh nhom cong chung: xem xet cac yeu to can trd dg quygt.
dinh mpt each chinh xac cac nhom cong chung cd the hudng den va
hudng den mpt each hieu qua, trong gidi han ve ngan sach va su lua
chpn phuong tien truyen thdng thich hop.
•Lira chpn phuong tien truyen thong: cd th^ su dung nhung
phuong tien truyen thong tuy vao muc dich PR: bao chi, tai trp, dai
truyen hinh, su kien...

Hoach dinh ngan sach: ngudi thuc hien PR din lap kS hoach vh
ngan sach de thuc hien cac chi^n dich PR.
•Danh gia k^t qua: PR la mpt hoat dong cu thl, cd th^ do ludng
ket qua dua tren nhung muc tieu da dupe xac dinh.
2.4.5.Cac birdc hoach dinh chmmg trinh PR15:
De hoach dinh mpt chucmg trinh PR hieu qua, ta can phai Man thu theo
mpt tien trinh nhat dinh. Va dudi day la cac thanh phan chinh cua mpt chucmg
trinh PR: Nghien cuu, xac dinh muc tieu, xac dinh ddi Mpng muc tieu, thong
diep, chien lupc, chien thuat, thai han, nguon lire, danh gia, kiem tra.

14'Khong ngay thdng', Lap k6 ho^ich th^rc hi?n chucmg trinh PR[on-line]. Neway. Dpc tir
(dpeng^y 25.01.2013)
15Anne Gregory. 1996. Sdng tao chien dich PR hieu qua. TP HO Chi Minh: Nha xuat ban tre

SVTH: NguylnKim Cuang - DH10NH12~


XSy dungkihoach PR cho Sacombank— chi nhdnh An Gianggiai doan 2013 - 2014

Hinh 2.2: Qua trinh hoach (linh theo cac buoc logic

>Phan tich tinh th:
DS thuc hien cong viec phan tich ngucri lam PR cfin phai nghien cuu vln
chuong trinh PR. Mo hinh PEST thuong duoc sii dung de phan tich moi truong
ben ngoai to chiic. Mo hinh phan chia moi tnrong tong quat thanh bon linh vuc
Political (Chinh tri), Economic (Kinh t^), Social (Xa hoi) va Technological
(Cong nghg). Mot phucmg phap phan tich khac la phan chia nhtrng di^u cdn
xem xet trong noi bo t6 chuc theo mo hinh phan tich SWOT.
Do toan bo cac chuong trinh va chien dich deu dua tren nhirng ket qua
nghien ciiu, nen sau khi da xac dinh nhirng van de then chot, thi cong viec tiSp
theo se la nghien ciiu tinh hinh thi truong.
>Muc tieu:
ThiSt lap muc tieu cho chuong trinh PR la rit can thiSt. NSu ta mu6n
chuong trinh hay chien dich dang hoach dinh co phuong hudng ro rang va co
kha nang dat duoc mot ket qua nhat dinh thi trutic het muc tieu cln phai cu thS,
ro rang va mang tinh thuc te.

Xet cho cung, muc tieu ciia PR la tac dong den thai dp va hanh vi cong
SVTH: Nguyln Kim Cuong - DHl'ONHW


Xay dimg kihoach PR cho Sacombank- chi nhdnh An Gianggiai doan 2013 - 2014
chiing - cu the nhu khuygn khich khach hang mua va sir dung cac san pham
mdi tung ra, hoac duy tri co phan ciia hp trong cong ty, hay diing ra bao ve
cong ty khi xay ra sir c6.
>D6i tu^ng hirdng den:
Boi tupng muc tieu la d6i tupng cong chiing ma ta mu6n tac dpng tdi, bao
gom nhieu nhom nhu:
-Khach hang muc tieu;

-Chinhphii;
-Bao chi;
-Nhanvien;
1

-

- Cpngd&ig;

-Chinh quygn, ca quan dilu ph6i va quan ly hoat dpng..
Bing each tjen hanh nghien ciiu chuong trinh dupe &h nghj, ta se co dupe
su phan tich ve doi tupng cong chiing co quan he voi t6 chiic. Khi do, ta cin tinh
toan de xac dinh miic dp uu tien ciia ho.
>Thong diep:
Nhung chien dich khac nhau se co thong diep cu the rat se khac nhau. Tuy
nhien, mpi chiSn dich hay kg hoach PR dgu cln phai co mpt tap hop cac thong
diep co the tao thanh luc diy chinh cho hoat dpng truygn thgng. Nhttng thong
diep nay can ro rang, siic tich va dl hi^u. Thong diep r^t quan trong vi hai ly do:
-Truoc hgt, thong diep la mot phin thi^t ygu trong qua trinh hinh
thanh thai dp. Va thong diep cung la mot phin trong qua trinh tu duy, hoac
co thg din dgn hanh dpng.
-Ly do thii hai la thong diep the hien dupe tinh than hieu qua ciia
hoat dpng truygn thong.
Thong diep va each truygn tai thong diep la digm khdi dlu ciia nhihig thay
doi tu duy, thai dp hay hanh vi ma to chiic dang rnong mu6n. Ngu dupe trign
khai khong t6t, chiing co the trd thanh digm kgt thiic. Co b6n buoc dg xac dinh
mpt thong diep:
-Tap hop nhung quan digm hien huu;
-Xac dinh npi dung co thg thay d6i nhOng quan dilm do;

-Nhan dien nhung ygu to thuygt phuc. Cach t6t nhlt dg thpc hien
digu nay la trign khai con^ viec dua trgn cac dft kien. Tat ca nhung do kien
nay dgu co thg trd thanh bang chiing cho thay quan digm cu dl loi thdi;
^ Bam bao ring cac thong diep dang tin cay va co thg chuygn tai
thong diep qua hoat dpng PR.

SVTH: Nguyen Kim Cuong - DH10NH14


Xay dung ki hoach PR cho Sacombank- chi nhdnh An Giang giai doan 2013 - 2014
>Trien khai thirc hien (Be ra chiSn luge, chiSn thuat):

Thidt kg chign luge cho mgt kg hoach hay chign dich la phdn viec khd nhit
trong qua trinh hoach dinh. Mot chign luge thich hgp se lam cho mpi viec co
lien quan dugc trien khai mgt each trdi chay.
Chign luge la edeh tiep can tdng quan ddi vdi mot chucmg trinh. Chien
luge dugc quy dinh bdi cac van dg phat sinh nit ra tvr su phan tich cac thong tin
ma ta da thu thap dugc. No khac vdi muc tieu dat ra trudc do, va phai dugc hinh
thanh trudc cac chign thuat. No la ngn tang dg xay dung chucng trinh chign
thu|t. Chign thuat la nhiing digu cu the cdn thuc Men dg dat dugc muc tigu trong
chign luge.
>ThMhan:
Ve khung thai gian, co hai yeu to quan trpng lign he chat che vai nhau ma
ta can phai tuan thu. Thii nhat la phai xac djnh dugc han chot cua cac cong viec
gan lign vdi du an de hoan thanh dung han. Thii hai la nhung nguon luc phil hgp
can dugc phan bo dg hoan thanh cac cong viec truac mdt.
Cac han chot dg hoan tit cong viec co thg dugc quygt dinh bdi nhttng ygu
to noi bg hay bgn ngoai. Vi du, nhung ky han do noi bo quygt djnh co thg la
nhung su kien ldn, quan trgng ciia cong ty. Nhung ky han do ben ngoai quy dinh
cd. thg \k viec tham gia vao nhung su kien co dmh nhu cac ky hoi dig, tridn

lam...

Ngoai ra, con co nhflng thai digm dugc xem la thai gian phu hgp d_g thuc
hien cho mgt viec gi do. Vi du, thai digm ly tudng nhdt dg tung san phlm trd
chai mdi cua minh ra thi trudng la vao mua he...

Vay thi lam sao de luon dam bao dugc'cac ky han chot nay, van dg nSm d
ch ta phai nhan biet t^t ca cac cong viec rieng lg cin phai thuc hien dg du an
dugc hoan thanh.
>Ngudn luc (Nhan luc, chi phi, thiet bi):
Vi?c phdn bo nguon luc cho cac chucmg trinh PR se dugc trign khai dudi
ba ygu td, do la:
-Ngudn nhan lgc: mile do phan bd ngudn nhan luc ph\i thudc vao hai ygu
td: quy md va ban chat cua chucmg trinh c^n dugc tridn khai.
-Chi phi hoat ddng: Khi tinh toan chi phi cua cac ho^t ddng PR, hai digu
then chot ma ta phai ghi nhd la tinh hieu qua va hieu nang cua hoat ddng.
-Nhung ky thuat hgp ly can dugc lira chgn dg chuong trinh dat dugc hieu
qua cao. Khi da chgn dugc cac ky thuat phu hgp, day la luc cSn den hieu nang
hoat dpng cao nhat ciia cac chuyen vign PR.
-Thidt bi: mdt chucmg trinh hay chign dich se khdng thg hoat ddng hieu
qua ndu khdng cd su hd trg cua nhttng loai thiet bj phu hgp. Tuy nhidn, chiing ta
khdng ngn dg chucmg trinh phu thudc hoan toan vao cong nghe mdi.

SVTH: Nguyen Kim Cuang - DH1ONH

•15