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TRUONG DAI
KINH TE QUOC DAN
■ HOC
■
TRAN NGOC HA
DANH GIA THUU TRANG PHAT TRIEN SAN PHAM
■
■
BAO HIEM TA BAO VIET NHAN TRO
■
■
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CHUYfiN NGANH: KINH Tfi' BAO HlfiM
LUAN
VAN THAC
SY KINH TE
•
•
TH W52
Ngu'o’i htfo’ng din khoa hoc: TS. NGUYfiN THI HAI ' DU’CCNG
HA NOI - 2013
LOH CAM ON
D£ hoan thanh ban luan van nay, em xin chan thanh cam on su huong dan
tan t'rnh, chu dao cua TS.Nguyen Thi Hai Duong trong suot qua trinh viet va hoan
thanh luan van.
Em xin bay to long biet on toi cac thay, co giao trong hoi dong khoa hoc
khoa Bao Hiem truong Dai hoc Kinh te quoc dan, Vien Dao tao Sau dai hoc,
Truong Dai hoc Kinh te quoc dan da tao dieu kien giup do em hoan thanh ban luan
van nay.
Ha noi, ngay 20 thang 10 nam 2013
Hoc vien
Tran Ngoc Ha
LOH CAM DOAN
Toi xin cam doan day la cong trinh nghien cuu cua rieng toi. Ket qua neu
trong luan van la hoan toan trung thuc. Cac tai lieu tham khao co nguon trich dan ro
rang.
Tac gia luan van
Tran Ngoc Ha
CONG HOA XA HOI CHU NGHIA VIET NAM
Doc lap - Tit do - Hanh phuc
Ha Noi, ngay 30 thang 11 nam 2013
NHAN
XET LUAN
VAN THAC
SY KINH TE
•
•
•
Be tai: Thuc trang phat trien san pham tai Bao Viet Nhan Tho
Hoc vien: Tran Ngoc Ha
Nguoi nhan xet: TS Hoang Bich Hong
Trach nhiem trong hoi dong: Phan bien
Don vi cong tac: Khoa Bao hiem, Truong DH Lao dong- Xa hoi
Sau khi doc toan bo ban luan van Thuc trang phat trien san pham tai Bao
Viet Nhan Tho, toi co nhan xet nhu sau;
1. Ve su’ can thiet cua van de nghien cuu
Trong cuoc dbi cua moi con nguoi, co nhieu su kien, bien co xay ra nhu con
cai trubng thanh can von de lap nghiep, om dau, tuoi gia, chet... lam anh hubng,
tham chi la dao Ion cuoc song cua ban than va gia dinh. Trong nhung trubng hop
do, ho can co mot khoan tien de giai quyet van de phat sinh. Nam bat dupe nhu cau
nay, cac cong ty bao hiem nhan tho da ra dbi va ban ra thi trubng cac san pham
vua mang tinh tiet kiem, vira mang tinh bao ve nguoi tham gia bao hiem trudc
nhung rui ro. De dap ung nhu cau da dang va khong ngung tang cao cua khach
hang, cac cong ty bao hiem nhan tho luon phai nghien cuu doi moi san pham.
Bao Viet dupe thanh lap tu nam 1962 va trong suot thbi ki dai, Bao Viet la
don vi duy nhat cung cap cac san pham bao hiem trong pham vi ca nude, Bao Viet
cung la doanh nghiep dau tien b Viet Nam trien khai thuc hien cac nghiep vu bao
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hiem nhan tho, tuy nhien cung vbi qua trinh phat trien va hoi nhap kinh te, nhieu
doanh nghiep bao hiem nhan tho, dac biet la cac doanh nghiep bao hiem nude
A
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ngoai, ra dbi, tao ra su canh tranh khoc liet tren thi trubng bao hiem nhan tho. De
giu vung thuong hieu va tang thi phan, Bao Viet Nhan Tho can thiet phai tap trung
nghien cuu phat trien san pham, do do, viec tac gia lua chon nghien cuu de tai la
can thiet trong dieu kien hien nay.
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2. Ve phuong phap nghien cuu va ket cau cua luan van
- Ve phuong phap nghien cuu: Tac gia su dung phuong phap phan tich tren co
so nguon so lieu so cap va thu cap la phu hop voi noi dung nghien cuu cua de tai.
Tac gia da tien hanh dieu tra de lay y kien cua khach hang ve cac san pham bao
hiem nhan tho, tren co so do phan tich va dua ra cac khuyen nghi cho Bao Viet
Nhan Tho se dam bao tfnh thuc tien va khach quan hon.
- Ve ket cau luan van: Voi muc tieu va pham vi nghien cuu cua luan van, luan
van duoc ket cau thanh 3 chuong la phu hop, so lieu su dung trong luan van co
nguon goc ro rang, nhtrng ket luan cua luan van co do tin cay va thuyet phuc cao.
Van phong ro rang, mach lac, logic.
3. Nhwng ket qua dat duoc
- Luan van da he thong hoa cac van de ly luan ve san pham bao hiem nhan
tho va phat trien san pham bao hiem nhan tho nhu cac loai san pham BHNT va dac
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diem cua san pham nay, hinh thuc va qui trinh phat trien san pham BHNT...
- Luan van da xay dung cac chi tieu lam co so de danh gia hoat dong phat
trien san pham BHNT o cac doanh nghiep bao hiem.
- Tren co so phan tich qui trinh va dua tren he thong so lieu thu thap duoc
(bao gom ca so lieu tu dieu tra va so lieu thu cap), luan van da danh gia trung thuc
thuc trang phat trien san pham bao hiem tai Bao Viet Nhan Tho.
- De xuat cac giai phap nham hoan thien cong tac phat trien san pham bao
hiem tai Bao Viet Nhan Tho. Cac giai phap dua ra cu the va co tinh kha thi.
4. Mot so y kien dong gop
- ve pham vi nghien cuu: o phan mo dau, luan van gioi han pham vi nghien
cuu ve thoi gian la giai doan 1996- 2012, tuy nhien, pham vi thoi gian nghien cuu
trong chuong 2 khong nhat quan, cac so lieu phan anh ket qua cua hoat dong phat
trien chi trong giai doan 2009- 2012.
- Ve ty trong khoi luong noi dung giua cac chuong: chua tuong xung, ham
luong chuong 3 hoi it so voi chuong 2 va chuong 1.
- 6 chuong 2, ket qua phan tich se thuyet phuc hon neu tac gia su dung he
thong chi tieu o chuong 1 de danh gia tung san pham hoac tung nhom san pham,
mat khac, luan van cung chua co nhung danh gia ro net ve vong ddi san pham, dac
biet la cong tac chi tra, boi thudng, day cung la yeu to quan trong anh hudng tdi su
ton tai cua san pham BHNT.
- Cac giai phap d chuong 3 chua giai quyet het dupe cac han che ma luan
van dua ra d chuong 2.
Ket luan: Luan van dap ung yeu cau cua mot luan van thac sy kinh te.
Ngudi nhan xet
TS Hoang Bich Hong
CONG HOA XA HOI CHU NGHIA VIET NAM
Doc lap - Tu' do - Hanh phuc
------- ------- 0O0----------------
NHAN XET LEAN VAN THAC SY
De tai: Thuc trang phat trien san pham bao hiem tai Bao Viet Nhan
tho
Hoc vien: Tran Ngoc Ha
Chuyen nganh: Kinh te Bao hiem
Nguoi viet nhan xet
PGS.TS. Nguyen Van Dinh
Sau khi doc xong ban luan van, chung toi co nhung nhan xet sau day:
1. Tinh cap thiet cua de tai:
Trong hoat dong kinh doanh bao hiem, viec phat trien san pham co vai
trd het suc quan trong, boi san pham bao hiem la san pham dich vu, khong
duqc bao ho ban quyen cho nen canh tranh ve san pham dien ra rat khoc liet.
Doanh nghiep bao hiem muon dung vung va ton tai tren thi truong ho phai
biet tu lam mdi minh thong qua cac san pham duqc thiet ke phu hop, dap ung
ngay cang tot hon nhu cau da dang cua khach hang. La mot doanh nghiep bao
hiem nhan tho ra doi dau tien o Viet Nam chiu suc ep canh tranh cua hon 20
doanh nghiep bao hiem nhan tho khac da co be day kinh nghiem, Bao Viet
Nhan tho luon chu y den cong tac phat trien san pham mdi. Tuy nhien, cong
viec nay khong he don gian cho nen de tai nghien cuu cua tac gia la can thiet
va co y nghia ly luan cung nhu thuc tien rat ldn.
2. Ket qua dat duqc cua de tai:
a. Tac gia da he thong hha va trinh bay dupe nhUnc van de co ban ve
BHNT; Lam ro khai niem va dac diem cua san pham BHNT; dua ra khai niem
1
ve phat trien san pham BHNT va dac biet la da xac dinh dirge cac chi tieu
danh gia sir phat trien san pham. Cung trong chuong 1, luan van con phan tich
va xac dinh dupe cac nhan to anh hudng den vice phat trie-n san pham BHNT,
bao gom ca cac nhan to khach quan va chu quan cua doanh nghiep bao hiem
nhan tho. Noi dung trinh bay dam bao tfnh logic va khoa hoc. Day la co so de
lac gia di sau nghien cuu thuc tien.
b. Chuong II cua luan van, tac gia tap trung phan tich thuc trang phat
trien san pham BHNT tai Bao Viet Nhan tho. Day la noi dung chfnh cua luan
van. Trong noi dung nay, tac gia da lam rd quy trinh phat trien san pham, thuc
trang phat trien lung nhom san pham cu the, sau do danh gia nhung mat duoc
va nhung van de con han che. Bang nguon tai lieu thong ke phong phu va cap
nhat. ch ung tdi cho rang tac gia da dat duoc 2 muc tieu dd ra. 0 noi dung nay
da co su gan ket mot each chat che giua chirong 1 va chuong 2. cho nen ket
qua phan tich co sue thuyet phuc.
c. Chirong 3 cua luan van, sau khi trinh bay dinh hudng phat trien, liem
nang phat trien cua thi tnrdng BHNT Viet Nam, tac gia da de xuat duoc 4 giai
phap chu yeu de phat trien san pham BHNT tai Bao Viet Nhan tho. Chung tdi
dong tinh voi nhung giai phap trinh bay. Trong do, giai phap tang cudng
nghien cuu thi trudng dung la giai phap quan trong nhat. Giai phap cung da
dupe luan van ly giai het sue thuyet phuc. Nhung kien nghi ddi vdi co quan
quan ly nha nude ve bao hidm la sat thuc, dung hudng, dung noi dung can
phai kien nghi.
3. Ket cau luan van: Hop ly, logic. Van phong sang stia va trinh bay
dep. Cac bang bicu, so do trinh bay dung quy each...
4. Mot so diem con han che:
a. Khai niem ve phat trien san pham BHNT (trang 25) chua thuc sir
thuyet phuc. Chua phan biet rd phat trien ve so luong va chat luong; chua rd
quy trinh phat trien vdi muc do phat trien (vi du: doanh thu khai thac moi; so
luong hop dong khai thac moi. Day la nhung chi tieu tuyet ddi, muon thay
2
chung co phat trien hay khong phai tinh den yeu to then gian, tiic phai so
sanh...).
b. Hinh 2.1 (trang 38) la so do va moi lien he chira ro gitra cac bo phan
chirc nang. Tirong tir hinh 2.2 cung phai xem lai.
c. Bang 2.8 chira ro yeu to phat trien, le ra tac gia phai so sanh de thay
ro toe do phat trien lien hoan qua cac nam.
5. Ket luan:
Mac du con mot so diem han che, song day la cong trinh nghien cuu
dam bao noi dung khoa hoc va co tfnh doc lap. De tai dap ling dirqc yeu cau
cua mot luan van Thac sy va tac gia xiing dang dupe nhan hoc vi Thac sy Kinh
te, chuyen nganh Bao hiem.
Hd Noi, ngciy 30 tlidng 11 num 2012
Ngiroi viet nhan xet
7
PGS.TS. Nguyen Van Dinh
3
DANH MUC CAC CHtT VIET TAT
BHNT: Bao hiem nhan tho
BVNT: Bao Viet nhan tho
DNBH: Doanh nghiep bao hiem
HD: Hop dong
NTGBH: Nguoi tham gia bao hiem
NDBH: Nguoi dupe bao hiem
TTTB W: Thuong tat toan bo vinh vien
STBH: So tien bao hiem
SPBH: San pham bao hiem
MUC
• LUC
•
DANH MUC BANG, SO DO
PHAN MO DAU.............................................................................................................. 1
CHUONG 1: LY LUAN CHUNG VE BAO HIEM NHAN THO VA PHAT
TRIEN SAN PHAM BAO HIEM NHAN THO...............
5
1.1. Khai quat ve bao hiem nhan tho...................................................................... 5
1.1.1 Khai niem, dac diem va vai tro cua BHNT..................................................... 5
1.1.1.1 Khai niem va dac diem BHNT................................................................... 5
1.1.1.2 Vai trO cua bao hiem nhan tho.................................................................. 8
1.1. 2 Cac loai hinh BHNT.................................................... ....................................... 10
1.1.3 Dac trung cua hoat dong kinh doanh bao hiem nhan tho........................... 18
1.2 SOh pham BHNT va phat trien sOh pham BHNT.......................................19
1.2.1 San pham bao hiem nhan tho.............................................................................. 19
1.2.1.1 Khai niem san pham BHNT.................................................................... 19
1.2.1.2 Dac diem cua san pham bao hiem nhan tho....................................... 21
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1.2.1.3 Cac nhan to cau thanh san pham BHNT va vong ddi cua san pham
23
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1. 2.2 Phat trien san pham BHNT................................................................................ 25
1.2.2.1 Khai niem phat trien san pham BHNT................................................ 25
1.2.2.2 Cac hinh thuc phat trien san pham BHNT............... ......................... 25
1.2.2.3 Quy trinh phat trien san pham..........................................
27
1.2.3 Cac chi tieu danh gia phat trien sOh pham.......................................................................... 30
1.3 Cac nhnn to Onh hu'ong den vitc phat trien sOh pham bOo hiem nhnn tho
.........................................................................................................................................32
1. 3.1 Nhan to khach quan............................................................................................. 32
1. 3. 2 Nhan to chu quan.................................................................................................. 34
CHUONG 2: THUC
TRANG
PHAT TRIEN SAN PHAM TAI
•
•
• BAO VIET
•
NHAn THO...................................................................................................................... 37
2.1 Klim quUa chhun vv BaO Viet NNSn tliQ......................................................... 37
2.1.1 Qua trinh hinh thanh va phat trien................................................................... 37
2 . 1.2 Co cau to chuc bo may....................................................................................... 39
2.1.3 Ket qua kinh doanh giai doan 2009 - 2012.............................................. 42
2.2 Thye trang phat trien san pham tai BVNT.................................................. 44
2.2.1 Quy trinh phat trien san pham tai BVNT....................................................44
Jp
2.2.2 Tinh hinh phat trien san pham tai BVNT................................................... 46
2.2.2.1 Nhom san pham bao hiem tic vong......................................................... 47
2.2.2.2 Nhom san pham bao hiem hon hop........................................................ 50
2.2.2.3 Nhom san pham bao hiem tra tien dinh ky...........................................57
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2.2.2.4 Nhom san pham ket hop dau tu voi lai suat cam ket tdi thieu trong
thoi gian trung va ddi han........................................................
58
2.2.2.5 Nhom san pham phu................................................................................. 65
2.3 Danh gia thyc trang phat trien san pham bao hiem nhan thp tai BVNT68
2.3.1 Cac ket qua dat dupe.................................................................................... 68
2.3.2 Cac han che va nguyen nhan....................................................................... 75
CHUONG 3: MOT SO GIAI PHAP NHAM HOAN THIEN CONG TAC
PHAT TRIEN SAN PHAM TAI BAO VIET NHAN THQ...................................79
3.1 Dinh huoug phat trien cua BVNT................................................................... 79
3.2 Tiem nang phat trien cua thi trirfrng BHNT o’ Vipt Nam.......................... 80
3.3 Giai phap hoan thipn cong tac phat trien san pham tai BVNT............... 84
3.3.1 Tang cudng cong tac nghien cuu thi trudng.......:...................................... 84
3.3.2 Lien tuc hoan thien san phdm hien co va phat tri£n san pham mdi....... 86
3.3.3 Nang cao chat luong doi ngu lam cong tac phat trien san pham.... Error!
Bookmark not defined.
3.3.4 Doi mdi cong nghe thong tin trong cong tac phat trien san pham...Error!
Bookmark not defined.
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3.4 Kien nghi.............................................................Error! Bookmark not defined.
KET LUAN...............................................................................................
88
DANH MUC BANG, SO DO
Bang 2.1Mot so chi tieu ket qua hoat dong cua BVNT giai doan 2009 - 2012........42
Bang 2.2:
He thong cac san pham bao hiim tu vong tai BVNT.......................... 47
Bang 2.3:
He thong cac san pham bao hiem hon hop tai BVNT..........................50
Bang 2.4: He thong cac san pham bao hiem tra tien dinh ky tai BVNT................... 57
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Bang 2.5: He thong cac san pham ket hop dau tu tai BVNT........................................ 58
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Bang 2.6: He thong cac san pham phu tai BVNT............................................................ 65
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Bang 2.7: Ket qua kinh doanh bao hiem goc tai BVNT giai doan 2009 - 2012...... 69
Bang 2.8 Ket qua doanh thu phi bao hiem nhan tho theo nhom san pham giai doan
2009-2012................................................................................................................................. 71
Bang 2.3.3 Ket qua muc do phu hop cua san pham cua BVNT doi voi khach hang73
Bang 2.3.4 Ket qua danh gia chung cua khach hang v£ san phim bao hi£m cua
BVNT............................................................................................................................................. 74
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Bang 3.1 Bang ket qua ve nhom san pham duoc lua chon nhieu nhat........................ 83
Hinh so 1.2: So do quy trinh phat trien san pham.............................................................27
Hinh so 2.1: So do co cau t& chuc tai BVNT..................................................................... 39
Hinh so 2.2: Quy trinh phat trien san pham tai BVNT..................................................... 44
TRUONG DAI
HOC
KINH TE QUOC DAN
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BDBD £30868
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TRAN NGOC HA
*
DANH GIA THUD TRANG PHAT TRIEN SAN PHAM
■
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BAO HIEM TAI BAO VIET NHAN THO
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CHUYfiN NGANH: KINH if BAO HI^M
TOM TAT LUAN VAN THAC SY
HA NOI - 2013
&
i
MO DAU
La doanh nghiep bao hiem nhan tho dau tien ra ddi tai Viet Nam nam 1996,
BVNT luon la doanh nghiep di dau trong viec cung cap cac san pham bao ve con
ngudi. Co thd thay, khung hoang kinh te the gidi noi chung va Viet Nam noi rieng da
tac dong khong nhd den tat ca cac nganh nghe, linh vuc kinh doanh trong nen kinh te
khong ngoai trir bao hiem. Vi vay, cac doanh nghiep bao hiem muon ton tai, dung
vung tren thi trudng va phat trien thi phai “tu lam mdi minh” bang each dua duoc that
nhieu san pham mdi den vdi khach hang. Cung vdi cac san pham bao hiem truyen
thong, BVNT cung nhu cac DNBH khac tren thi trudng BHNT Viet Nam luon luon
chu trong den hoat dong phat trien san pham, tung ra thi trudng that nhieu san pham
mdi phuc vu khach hang va thich ung vdi mdi trudng canh tranh khoc liet nhu hien
nay. Vay hoat dong phat trien san pham tai BVNT co dap ung duoc nhu cau cua
khach hang va thi trudng khong? Xuat phat tir ly do do ma tdi lua chon de tai: “Danh
gid thuc trang phat trien san pham bao hiem tai Bao Viet Nhan thp” lam luan van
tot nghiep cua minh nham dua ra nhan xet ve hoat dong phat trien san pham tai cong
ty, dong thdi de xuat mot so giai phap giup cho hoat dong nay hoan thien hon nua.
NOIDUNG
Trong phan chuong 1 tac gia tap trung di vao cac van de ly luan chung ve bao
hiem nhan tho va phat trien san pham bao hidm nhan tho nhu:
Khai quat chung ve BHNT di sau vao cac van de co ban nhu: khai niem
BHNT, dac diem va vai tro cua BVNT; cung vdi do la tim hieu cac loai hinh BHNT,
phan tich cac dac trung co ban cua hoat dong kinh doanh BHNT.
San phAm BHNT va phat trien san pham BHNT. Theo giao trinh Quan tri kinh
doanh Bao hidm cua trudng dai hoc kinh te quoc dan thi “San pham bao hiem la san
pham ma doanh nghiep bao hiem ban tren thi trudng”. San pham BHNT cung giong
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san pham bao hiem noi chung deu mang cac dac diem co ban nhu: La san pham
khong mong doi, la san pham cua chu trinh kinh doanh dao nguoc, la san pham co
hieu qua xe dich.Tuy nhien, san pham BHNT cung co nhung dac diem rieng biet nhu
sau:
ii
- San phAm bao hiem nhan tho co tinh da muc dich. Trong khi tat ca cac san
pham bao hiem phi nhan tho chi dap ung mot muc dich duy nhat la bao ve hay chong
lai rui ro thi cac san pham BHNT lai dap ung duoc rat nhieu muc dich khac nhau
- San phdm bao hidm nhan tho co tinh dai han vi BHNT quan ly theo ky thuat
ton tich
- Yeu to bao ve, tiet kiem va dau tu co trong rat nhieu san pham BHNT.
Moi mot san pham BHNT cung co vong ddi hay chu ky song qua bon giai
doan: Giai doan gidi thieu, giai doan tang trudng, giai doan chin mui, giai doan thoai
trao. Va DNBH can nam chac duoc vong doi san pham de co chien luge nghien cuu,
phat trien san pham, marketing phu hop de tang doanh so ban hang, tang lgi nhuan
cua doanh nghiep minh.
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Phat trien san pham la qua trinh bien y tudng thanh san pham ban tren thi
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truong.
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Co hai hinh thuc phat trien san pham do la phat trien san pham mdi hoan toan
va phat trien san pham tu mot san pham hien co.
Phat trien san pham moi hoan toan: La viec DNBH thiet ke ra mot san pham
chua tirng trien khai tren thi truong.
Phat trien san pham tu mQt san pham hien co: La viec DNBH chinh sua, bo
sung, hoan thien tir mot san pham da duoc doi thu canh tranh tung ra thi truong hoac
mot san pham hien tai duoc nha bao hiem trien khai.
Quy trinh phat trien san phim bao hidm bao gom: Hinh thanh va sang loc y
tuong san phAm mdi; Danh gia thi truong tiem nang cua san pham; Thiet ke ky thuat;
Xin giay phep va ban thu nghiem san pham; Theo doi, danh gia va hoan thien san
pham
Cac chi tieu danh gia hoat dong phat trien san phim bao gom: Doanh thu phi
bao hiem goc, doanh thu khai thac mdi, so lugng hop dong khai thac mdi, ty le huy
bo hop dong, ty le khdi phuc hieu luc hop dong va so tien bao hiem khai thac mdi.
Cac nhan to anh hudng tdi viec phat trien san pham BHNT: Cd rat nhieu nhan
to anh hudng tdi viec phat trien san pham BHNT. Dua vao ban chat cua su tac dong,
cd the phan thanh 2 nhom chinh la nhan to chu quan va nhan to khach quan.
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Nhung nhan td chu quan nhu: Chien luoc kinh doanh cua doanh nghiep, nang
luc tai chinh, chat luong nguOn nhan luc, cong nghe thong tin.
Nhung nhan to khach quan gom: Su phat trien kinh te xa hpi, van hoa, giao
duc, canh tranh tren thi truong, khach hang.
Trong phOn chuong 2 tac gia di sau vao phan tich thuc trang phat trien san
pham tai BVNT
T6ng cong ty Bao Viet Nhan tho (BAOViET LIFE) thuoc tap doan Bao Viet,
tu hao la nha bao hiem nhan tho dau tien va lon nhat tai Viet Nam chinh thuc kinh
doanh ngay 22/06/1996. Nhung ngay dau kinh doanh, BVNT chi trien khai hai san
pham bao hiem chinh la “An sinh giao duc” va “Bao hiem nhan tho hon hop 5 den 10
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nam, ca cong ty moi co 41 can bo, tu van vien va 1 phong bao hiem nhan tho, nhung
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cho den nay con so nay da len toi tren 50 san pham ca cac san pham chinh va san
pham b6 sung, voi doi ngu 1.500 can bo va gan 30.000 dai ly chuyen nghiep, tan tam
voi khach hang. Ngay 01/01/2004, BVNT duoc tach khoi cong ty Bao hiem Viet
Nam de tro thanh doanh nghiep hach toan doc lap. Thang 11/2007, cung voi viec
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cong ty Bao hiem Viet Nam chuyen doi thanh mo hinh tap doan co phan, BVNT cung
chuyen doi thanh Tong cong ty BVNT hoat dong theo mo hinh cong ty TNHH mot
thanh vien do Tap doan Bao Viet so huu 100% von.
BVNT kinh doanh cac loai hinh bao hiem nhan tho (bao hiem tron doi, bao
hiem sinh ky, bao hiem tu ky, bao hiem hon hop, bao hiem lien ket ngan hang, bao
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hiem tra tien dinh ky, bao hiem suc khoe va bao hiem tai nan con nguoi bo tro cho
BHNT), nhan va nhuong tai bao hiem doi voi cac nghiep vu BHNT, bao hiem suc
khoe va bao hiem tai nan con nguoi quan ly quy va cac hoat dong dau tu.
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BVNT thuc hien quy trinh phat trien san pham ve co ban la giong voi quy
trinh phat trien mot san pham noi chung. Quy trinh nay cung .gom cac buoc nhu:
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Nghien cuu thi truong, phan tich tinh kha thi cua san pham, thiet ke ky thuat, thuc
hien, dich vu sau trien khai. Tuy nhien, de dua ra mot san pham moi BVNT khong
tuan theo mot thoi gian cu the dinh ky nao ca, ma khi xuat hien thong tin phan hoi tu
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so dong khach hang, bo phan phat trien san pham se co thong tin kip thoi sua doi, bo
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sung de san pham hoan thien hon. Con de tung ra mot san pham moi hoan toan thi lo
trinh nghien cuu thi truong, tung san pham ra thi truong se duoc len ke hoach cu the.
Tinh hinh phat trien san pham BHNT theo nhom san pham tai BVNT
- Nhom san pham bao hiem tu ky: San pham bao hiem tu ky dau tien BVNT
trien khai nam 1997 la SPBH sinh mang co thoi han 5, 10, 15 nam. Nam 1999, SPBH
sinh mang co thoi han 2,3,4 nam ra doi, thoi han bao hiem ngan thu hut duoc dong
dao khach hang tham gia. Cung trong nam 1999, SPBH tu ky nhom the he mot cung
bat dau duoc trien khai, tuoi nguoi duoc bao hiem tu 18 -65 tuoi. Nam 2007, San
pham bao hiem nhom the he hai “An nghiep thanh cong” cua BVNT ra doi ke thua
nhung tinh nang uu viet cua san pham the he mot, mo rong bien do tuOi cua nhom
nguoi duoc bao hiem thanh 05 - 65 tuoi.
- Nhom san pham nhan tho tron doi. Nam 1999, BVNT trien khai SPBH nhan
tho tron doi, ten goi san pham don gian gan voi loai hinh san pham do la “Bao hiem
tron doi” Nhung den nam 2001, thi san pham nay bi ngung trien khai tren thi truong
va thay vao do la san pham An khang truong tho. An khang truong tho la san pham
ke thua san pham bao hiem nhan tho tron doi nam 1999 va sua doi bo sung cho phu
hop va thay ten san pham de thu hut nguoi tham gia.
- San pham bao hiem hon hop San pham dau tien duoc trien khai tai BVNT la
SPBH tre em - chuong trinh dam bao cho tre em den tuOi truong thanh BVNA3 (day
la ten ban dau cua san pham An sinh giao duc). Ke tu ngay 15/5/1998, BVNT dung
ban san pham nay. Tren co so do, BVNT sua dOi va hoan thien BVNA3, nam 1998,
cong ty trien khai san pham An sinh giao duc BVNA6/1998, day chinh la mot buoc
cai tien, phat trien san pham. Nhung den nam 2001, san pham nay cung bi dung trien
khai va thay the vao do la san pham An sinh giao duc BVNA9/2001 cho phu hop voi
su canh tranh cua cac cong ty bao hiem nuoc ngoai vao Viet Nam. Khong ngung doi
moi va hoan thien san pham, nam 2007, cong ty lai dung trien khai BVNA9/2001, va
den dau nam 2008 bat dau trien khai SPBH An sinh giao duc BVNA23P/2007, day la
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san pham bao hiem voi nhieu dieu khoan uu viet nhat so voi cac san pham cu danh
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cho tre em va tro thanh san pham chien luoc cua cong ty den tan bay gio.
SPBH nhan tho hdn hop 5, 10 nam (BVNA1, BVNA2) cung la dong san
pham dau tien danh dau su ra ddi cua BHNT tai Viet Nam va cua BVNT. Den nam
1998, dong san pham nay duoc doi ten thanh bao hiem tiet - Tiem 5, 10 nam, va den
nam 2001 no cung bi dung ban. Thay vao do, BVNT chu trong hon den nhan hieu san
pham va SPBH An khang thinh Vuong chinh thuc duoc trien khai. Cung trong nam
2001, BVNT trien khai SPBH An gia thinh vuong 5, 10, 15, 20 nam, ve co ban day
chinh la buoc bo sung, hoan thien san pham An khang thinh vuong.. Nam 2003,
BVNT phat trien them mot san pham moi An gia tai loc 9, 12, 15, 18, 21 nam. Nam
2008, BVNT van ke thua nhung dac diem co ban cua An gia tai loc va cho ra doi.
- San pham bao hiem tra tien dinh ky. Nam 1999, san pham bao hiem tra tien
dinh ky dau tien ra ddi voi ten goi la san pham “Nien kim nhan tho”. Nhung san
pham nay chi duoc trien khai hai nam, den nam 2001 thi ngung trien khai. Thay vao
do, BVNT trien khai san pham “An hudng huu tri”. DSn nam 2003, BVNT lai ti£p
tuc hoan thien dong san pham nien kim bang viec cho ra ddi san pham bao hiem “An
binh huu tri”.
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- San pham bao hiem ket hop dau tu co cam ket chia lai toi thieu: An phat
hung gia, An phat tron ddi nam 2009. Den nam 2011, de giup cho nhung khach hang
dao han hop dong muon tai tuc hop dong nhanh chong, thuan tien, BVNT cho ra ddi
san pham “An phuc gia loc”. Nam 2012, BVNT tiep tuc cho ra ddi san pham bao
hiem dau tien tren thi trudng bao ve toan dien cho ca ba the he trong gia dinh “An
phat bao gia
- San pham bo sung: Nam 1998, hai dieu khoan bd sung: Bao hiem TTTBVV
do tai nan, va bao hiem chi phi phau thuat. Nam 1999, co them san pham bao hiem tu
ky va bao hiem sinh ky thuan tuy. Nam 2001, sua ddi bo sung Bao hiim chi phi phau
thuat va Bao hiem TTTBVV do tai nan, them Bao hiem chet hoac TTTBVV do tai
nan, Quyen loi mien nop phi bao hiem, Quyen loi mien nop phi bao hiem dac biet.
Nam 2009, co them Bao hiem tro cap nam vien. Nam 2011, co them dieu khoan bd
tro bao hiem cham soc suc khoe danh cho phu nu “An tam toan my”, Bao hiem cac
benh ly nghiem trong. Nam 2012, co them dieu khoan bo tro bao hiem phdu thuat va
dieu tri ngoai khoa “An tam hanh phuc”
Tu viec phan tich thuc trang hoat dong phat trien san pham 0 tren, tac gia dua
ra mot so danh gia ve mat dat duoc va mat han che cua hoat dong nay tai BVNT
Ket qua dat duoc:
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Thu nhat: Ve co ban cac san pham duoc cai thien da dang ve cac loai hinh bao
hiSm, dap ung duoc rat nhieu cac nhu cau khac nhau cua khach hang. BVNT khong
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chi chu trong den viec doi moi noi dung cac san pham bao hiem, mo rong pham vi
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bao hiem, linh hoat ve phi bao hiem, so tien bao hiem... ma con chu trong den doi
moi nhan hieu (ten goi) san pham, de san pham gan gui hon voi khach hang va duoc
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nho den de dang hon. Cac san pham moi ra doi da phan thich ung voi thi trubng va
duoc khach hang don nhan, va viec trien khai cac san pham moi da co tac dung tot
den ket qua kinh doanh bao hiem goc, ket qua nay cua BVNT khong ngung tang qua
cac nam.
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Thu hai: Phong phat trien san pham da xay dung duoc quy trinh phat trien san
pham tuong doi phu hop, huong toi muc tieu chuyen nghiep, hang nam da cho ra dbi
cac san pham bao hiem moi, tang su lua chon cho khach hang.
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Thu ba: Cong tac phat trien san pham luon duoc su quan tam chi dao sat sao
cua ban lanh dao BVNT, su tham gia, dong gop y kien cua cac can bo chu chot cua
cac phong ban trong cong ty.
Thu tu: BVNT co doi ngu tu van vien nang dong, nhiet tinh, phong cach giao
tiep coi mo, dong dao phu rong khap ca nuoc, thu hut duoc nhieu khach hang.
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De minh chung cho nhung danh gia tren tac gia da tien hanh lap phieu dieu tra
khao sat y kien truc tiep cac khach hang cua BVNT.
Tac gia tien hanh lap va phat 200 phieu dieu tra cho cac khach hang da va
dang tham gia bao hiem tai BVNT, thu ve 181 phieu dat ty le 90,5%.
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Thiet ke bang hoi trong phieu dieu tra: Can cu vao muc tieu nghien cuu, tac
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gia da xay dung noi dung cac cau hoi dieu tra theo hai phan, phan thong tin chung va
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phan thong tin y kien khach hang ve san pham cua BVNT. Chi tiet cac cau hoi trong
phieu dieu tra dinh tai phu luc.
Khach hang da phan cho rang san pham cua BVNT la phu hop voi ho.
Da phan khach hang danh gia chung ve san pham la trung binh
Ben canh nhung ket qua da dat duoc thi hoat dong phat trien san pham tai
BVNT con co nhung han che nhat dinh nhu sau:
Thu nhat: Mac du, phong phat trien san pham co xay dung duoc quy trinh phat
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trien san pham nhung mot so buoc thuc hien con chua tot. Cu the:
+ Nghien cuu thi truong, phan doan thi trudng chua tot nen cac y tudng moi
ve san pham dua ra khong nhieu, muc do doi moi san pham chua ro net.
+ Khau thiet ke ky thuat cho san pham con yeu, chua dua ra nhieu dieu khoan
rieng hap dan khach hang.
+ Khau thuc hien thi cac thong tin ve san pham moi. con chua duoc cap nhat
kip thdi cho cac cong ty chi nhanh
+ Khau dich vu sau trien khai con chua duoc thuc hien thudng xuyen nen viec
nam bat cac y kien phan hoi cua khach hang, cua dai ly, cua cac cong ty thanh vien ve
san pham chua kip thdi.
Thu hai: Mot so san pham bao hiem con chua linh hoat ve phuong thuc dong
phi, thdi han bao hiem, tinh nang cua san pham con it chua dap ung duoc nhu cau cua
khach hang. Muc do doi moi san pham chua ro net.
Thu ba: Nang luc cua doi ngu can bo lam cong tac phat trien san pham con
yeu, trinh do chuyen mon sau con chua duoc nang cao, so luong can bo han che nen
kho khan trong cong tac nghien cuu thi trudng, trong khau thiet ke ky thuat cho san
pham
Thu tu: Cong nghe thong tin tuy duoc chu trong nhung van chua ddi moi va
dap ung duoc nhu cau phat trien cua doanh nghiep. Co sd CNTT con yeu, he thong
may chu, mang Wan va kho du lieu con kem hoat dong thieu hieu qua nen viec cap
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nhat thong tin du lieu de phuc vu cho cong tac phat trien san pham cdn gap nhieu kho
khan, thieu chinh xac.
Hoat dong phat trien san pham tai BVNT con ton tai nhung han che tren la do
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cac nguyen nhan sau:
- Chien luoc phat trien kinh doanh cua BVNT chua xac dinh ro rang d tung
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giai doan huong toi phan khuc khach hang nao, nen bo phan phat trien san pham cung
khong dua ra duoc ke hoach phat trien san pham trong tung giai doan dan den co
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nhung nam phat tri6n hang loat san pham bao hiem moi, nhung co nhung nam khong
phat trien san pham moi nao
- Phong phat trien san pham cua BVNT thanh lap chua duoc lau nen hoat dong
phat trien san pham chua co nhieu kinh nghi?m va ket qua chua cao. BVNT chua co
mot quy trinh chinh quy de nghien cuu thi truong, chua co co che khen thudng, dong
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vien khuyen khich nhan vien, dai ly, khach hang co y tuong hay ve san pham moi.
- Can bo lam cong tac phat trien san pham chua co trinh do chuyen mon sau,
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phuong phap nghien cuu thi truong tot, chua nim chac vong doi cua mot san pham
bao hiem, chua gin hoat dong phat trien san pham voi chu ky sOng cua san phim. Doi
ngu can bo phat trien san phim da phan la kiem nhiem, cac can bo chu chot cua cac
phOng ban trong cong ty se tham gia vao hoat dong phat trien san pham. Dieu nay dan
den su thieu tap trung va thieu chuyen nghiep trong phat trien.
Doi ngu tu van vien, dai ly tuy duoc dao tao nhung kha nang nam bat nhu cau
cua khach hang con yeu
- BVNT chua co su dau tu thich dang vao cong nghe thong tin nen ha tang, co
so thong tin chua duoc doi moi.
- Suc ep canh tranh tren thi truong ngay cang gay gat voi su gia nhap cua rat
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nhieu DNBH ngoai tac dong khong nho den doanh thu bao hiem goc cua BVNT,
cung voi su suy thoai cua nen kinh te anh huong lon den nang luc tai chinh cua cong
ty.
Tu nhung han che va nguyen nhan da trinh bay o tren, tac gia dua ra mot so
giai phap nham hoan thien cong tac phat trien san pham tai BVNT o chuong 3.
Theo cuon “Bao hiem lap nghiep” - Tai lieu luu hanh noi bo - 2012 cua
BVNT thi muc tieu phat trien cua BVNT giai doan 2011 - 2015 la:
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BVNT giu vung vi tri hang dau tren thi truong bao hiem nhan tho ve doanh
thu phi va chat luong dich vu. Cuoi nam 2015:
Doanh thu phi bao hiem dat 6.700 ty dong.
Doanh thu khai thac moi dat 1.971 ty dong.
Toc do tang truong doanh thu khai thac moi hang nam dat 21%
Loi nhuan sau thue dat 580 ty dong.
ix
Dan so Viet Nam tinh den thang 4/2012 dat tren 88 trieu nguoi, trong so do chi
co khoang 7% dan sO tham gia bao hiem nhan tho va van tap trung chu yeu o cac
thanh pho ion nhu Ha Noi, thanh pho Ho Chi Minh hay Da Nang. Dan so nong thon
chiem toi gan 60 trieu nguoi iai rat it tham gia BHNT. Ma theo so iieu cua Cuc quan
iy giam sat bao hiem (Bo Tai chinh), den het nam 2012 thi truong bao hiem nhan tho
moi chi co mat cua 14 doanh nghiep. Dieu nay chung to, thi ‘ truong BHNT Viet Nam
co tiem nang rat ion, rat doi dao cho cac doanh nghiep khai thac. Vi vay, de hoan
thien hoat dong phat trien san pham tai BVNT c£n tap trung vao mot sd giai phap nhu
sau:
Thu nhat: Tang cuong cong tac nghien cuu thi truong. Bo phan phat trien san
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pham can phan cong can bo chuyen trach nham nghien cuu day du, cung cap thong
tin ve thi truong, co the du bao ve cac bien dong cua thi truong. Ngoai cac kenh tiep
nhan thong tin da co, can bo phong phat trien san pham con co the nghien cuu thi
truong bang phuong phap dieu tra xa hoi hoc. Bo phan phat trien thi truong can phan
doan duoc thi truong theo cac nhom khach hang de iua chon duoc thi truong muc
tieu, dua ra chien iuoc phat trien san pham phu hop
Thu hai: Lien tuc hoan thien san pham hien co va phat trien san pham moi
Hoan thien cac nhom san pham bao hiem san co, gia tang cac quydn ioi bao
hiem, hoac dieu chinh mot so dieu khoan bao hiem cho phu hop voi nhu cau khach
hang. Ben canh viec hoan thien cac san pham san co, phong phat trien san pham can
tap trung khai thac nhu cau khach hang, dua ra y tuong san pham moi va thiet ke cac
san pham moi
Thu ba: Nang cao chat iuong doi ngu iam cong tac phat trien san pham
BVNT iuon y thuc duoc tam quan trong cua yeu to con nguoi, con nguoi ia
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nhan to quyet dinh den thanh cong cua moi cong viec. Do do, BVNT ' iuon coi trong
van de tuyen dung dao tao, boi du&ng dao tao iai, khuyen khich can bo di hoc them
de nang cao chat iuong
Thu tu: Doi moi cong nghe thong tin trong cong tac phat trien san pham
o
BVNT can dau tu vao CNTT, doi moi CNTT, xay dung ha tang CNTT, mang
Wan, may chu, xay dung kho du lieu de cap nhat thong tin giua cac bo phan trong
cong ty vdi nhau duoc de dang
Ben canh cac giai phap tren, tac gia dua ra ba kien nghi vdi co quan quan ly
nha nudc: Hoan thien khung phap ly cho hoat dong kinh doanh bao hiem nhan tho;
On dinh kinh te vi mo; Nang cao nhan thuc cua nguoi dan ddi vdi BHNT
KET LUAN
Trong moi truong canh tranh khdc liet giua cac doanh nghiep bao hiem ca
nhan tho va phi nhan tho nhu hien nay thi mot lan nua phai khang dinh: Doanh
nghiep muon ton tai va phat trien dung vung tren thi truong d£u phai tu lam mdi
minh bang cac san pham bao hiem mdi. Chinh vi vay, hoat dong phat trien san phAm
duoc chu trong se giup doanh nghiep giu chan duoc khach hang cu va thu hut duoc
su quan tam, tham gia cua khach hang mdi. La mot doanh nghiep nha nudc, uy tin lau
nam tren thi truong BHNT, BVNT luon y thuc duoc tam quan trong cua hoat dong
nay va khong ngung cho ra doi cac san pham bao hiem mdi.
Vdi de tai “Dank gia thuc trangphat trien san phhm tai Bao Viet Nhan tho”
bang cac phuong phap nghien cuu dinh tinh, phuong phap thdng ke, phan tich sd lieu
luan van da thuc hien nhung noi dung sau:
1. He thong nhCmn van de co b an ve bao hiem idian th o, Uaai mem, vai tro cua
bao hiem nhan tho, dac trung co ban cua hoat dong kinh doanh bao hiem nhan tho.
Van de co ban ve san pham bao hiem nhan tho, quy trinh phat trien san phAm BHNT
trong doanh nghiep BHNT
2. Gidi thieu qua trinh hinh thanh va phat trien, tinh hinh san xuat kinh doanh
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cua BVNT, quy trinh phat trien san pham tai BVNT, danh gia thuc trang phat trien
san pham tai BVNT
3. Dua ra cac giai pphp hoan tl^ien conn tac ppht trien san pphrn t ai BVNT
