Based on defining difficulties of VPBank in terms of competing with not only other non-state banks but also state-owned banks, the research will significantly find out a relevant competitive strategy for VPBank in the period from 2006 to 2010 and answer Why VPBank should apply CRM as a competitive tool. | ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA KINH TẾ BÙI VIỆT BẢO Những vấn đề khoa học và thực tiễn để hình thành hệ thống bảo hiểm thất nghiệp ở Việt Nam LUẬN VĂN THẠC SĨ KINH TẾ CHÍNH TRỊ HÀ NỘI 2001 TABLE OF CONTENT Abstract . i Tóm tắt . ii Acknowledgements . iii List of table and chart . .vi INTRODUCTION . 1 1. Necessity of the thesis 2. Objectives of the thesis 3. Methodology 4. Structure of the thesis CHAPTER 1 THEORICAL FRAMEWORK . 4 The definition of customer relationship management CRM . 5 Definition of customer relationship management . 5 Comparison between relationship and transactional marketing . 7 The principle of CRM . 8 The element of CRM . 11 The characteristics and the challenges of CRM . 15 The characteristics of CRM . 15 The challenges of CRM . 16 Ideas support CRM . 17 The statistics of Harvard-Business review in December 1995 . 17 Pareto s Principle - The 80-20 Rule . 17 The benefits of CRM . 18 Long-term profitability . 18 Lower costs . 18 Repeat customer often cost less to service . 18 Opportunities for cross-selling . 18 Defection less likely . 19 Employee retention . 19 Family influence . 19 Word of mouth marketing . 19 The reason why CRM fails . 21 CHAPTER 2 BACKGROUND ON VIETNAM BANKING MARKET AND VPBANK SITUATION ANALYSIS . 25 Overview of Vietnam Banking Market . 25 Background . 25 Commercial Banks Market. 27 Situation of VPbank . 30 Vision . 30 VPbank s mission strategy and performance results in 2001-2005 31 iv SWOT analysis . 42 Value chain analyis . 48 CHAPTER 3 RECOMMENDATIONS TO BUILD A STRATEGIC PLAN FOR APPLYING CRM IN VPBANK. VPBank competitive advantages and general strategy from 2006-2010 53 Application plan of CRM in VPBank . 57 The first phase Build foundation for CRM . 60 The second phase Deploy CRM . 65 The third phase CRM development . 77 Conclusion
