LỜI CAM ĐOAN
Hoàn thiện xúc tiến thương mại các dịch vụ
bảo hiểm phi nhân thọ của Tổng công ty cổ phần Bảo hiểm Ngân hàng Đầu tư
và Phát triển Việt Nam (BIC)" !
"#$%&'()* +,-.
'/0123/45"#677"
."#6 06,898
Hà Nội, ngày 25 tháng 8 năm 2013
:;
Phùng Nguyên Hà Anh
MỤC LỤC
<=>?@AB?C
@D<D
E:FC@GAFHI
E"1----JK%L!,-M
II34N0O8%P:-J;Q
IIIR'S/840O8%P:-J;Q
IITAU"5-V65W-J;II
IIMCO%K08%P:-J;IM
IT34NX/"10IY
ITICLZNX/"10IY
ITT[7452X/"10I\
IM:0O45X/"10TI
IMI34N0O45TI
IMT@&0O45TT
IMMCJ%45TT
IM]A"^!4545TM
IY:0O6JX/"10TY
IYI34N6JTY
IYM_`'"#6Ta
TI_`4NP>bc5-V65WP>`W5-V

MTI:!!2&X/"10P>QT
MTTAN,!2JX/"10P>QT
MTM3/0!!/8/&X/"10P>
^dQM
MTY3/0!'"1X/"10Qa
MTaA"^!454!X/"1065
W-J;P>Qa
MMf5--!6J0P>QQ
MMIA2"d!6J65W-J;0
P>QQ
MITf5--!476J65W-J;0
P>Q]
MIMf5--!`6J65W-J
;0P>Qj
MYf5--!0O45 dP>Qj

MYI@&!0O4565W-J;P>Qj
MYTCJ%45P>]e
MYM_/8/!-45]e
MYY3/0-"1!45]e
MYaA"^!4545]I
Maf5--{J!450OX/"1065W-
J;0P>]T
MaIA%0)5-V65W-J;]T
MaT[7/2N5]T
MaM@0"d-J- 65W-J;]M
MaYCL0O|#6]M
MQ@O 8/2g]M
MQI@O 8/2N1/K8%65W)
]M

"#),NN/-&W/,-%†
S""d_6 5)(0OX/"10&|
#‡'(O7`1,%ƒ8(X/W
#•S(8KK"^%ƒˆ5-V
765WP>bc765W/2-SQ02
"^c!C(-0O4745Z!0(/"#
8%!45(O‰J7!-)O7J7
%'/"#8%"d/' ")5-V/d8
cd/"#K-ƒ#-(78.•O2-S
P0KN5(5-V(-J- (X/|
#-O&8W/6O-8WP>)WV70
0O8%(% "#4^898)889;}%†
SN2-S2"^65W^d,
t,-.7S'ŠZg4;S-5
O8;1•-JK'00O|#-X
/"10P>)2"^65W)(.)"
5--{!0OX/"10%2&65W-
J;c7(„;O%Hoàn thiện xúc tiến thương mại các dịch
vụ bảo hiểm phi nhân thọ của Tổng công ty cổ phần Bảo hiểm Ngân hàng Đầu
I
tư và Phát triển Việt Nam (BIC)" N !-0
‹7_"100"^A0;_"10
2. Tổng quan tài liệu nghiên cứu:
~_0c!C„)8NNX/"100
%!-5,8%X/"10
%2&
~<h@O 6!--•O0OX/"10
7_C::_/62-&ƒ%2&:5A~A:3/4 %J
C7--JK&X/"1007
_C::_/62-&ƒ%2&:5A()L^0("

7JN0O456J|#-X/
"10 d%2&65W-J;765WJ
S"-Wc!CWN,5--{!0O
47452X/"1007
5. Phương pháp nghiên cứu:
AN„$%&8/#-N-"1--8W)
"#L%L!-5O`#-(84NN0
OX/"10g'8%65W-J;0c!
C)'04520OX/"100
P>)
a. Phương pháp thu thập và phân tích dữ liệu thứ cấp
bL!,-"#--JKL%L!`4N
%!-8%65W-J;0c!CŽ'00
OX/"10452X/"100%
!-65W-J;0c!C
~[7--JK%L!,-h
•<!d`,-/•-!h
&X/"10(&45Z65W€6OK•(7
`-S65WP>bcL12"#)/-
-!
•‘*0Xh8/%L!d,
*%Š/-"6(0-K%"d%0,'7/*
7/6*R!NX/"10WN5-
Wb&!7"#!8-S!
85
P0-KN65W(U6!g'8%65W
-J;P5K(^68/
M
`!$PO_K(&X/"10(
47/2-%7!0OX/"10("1X/

 5--{!X/"100P>•"dTS
06{!0"dM786`-’,%Š5"^
Y
N*Z#-W6`-’,"#/ 
08/45 —-
P`-’,c‰_‡%Š7IMeQTeIM0P>
_<€Ij][_(:A(:CO•-’,6_S
_2_:"^7IaeQTeIM0_`7P>€_SIQ_-?
c(IjIP_!(:CO•
6. Kết cấu luận văn:
<dNŒ:!X/"10%2&65W
-J;_`7`-SP5WCJAS"EW
c!C•(ES•S(3/(@&&(b&!85(
O%"#M"1K"h
 "1Ih<ZN0OX/"108
%65W-J;CO%"1IN-/LZ1
65N65W(65W-J;(452X/"10(˜
X/"108%65W-J;CLO%1
65N456JX/"10
"1Th_'0X/"1065W-J;
0P>^4"1T-N'0
45247X/"100P>(.LO%`4N
8%65W-J;/8/45N&WN'0
452X/"10g'7bL!,-%L!1,-
"#67O! W"LKN
X/"100P>
"1Mh@O 5--!0OX/"1065
W-J;0P>t,-.L("1M"
5--{!X/"1065W-J;
0P>C("1M˜"O 8/2)K,g

650d"6!((8”
C77(65W-J;•O0O4;
N8/„O1LO'XV7N8/„O-W
0}P5W-J;dN0%0(--X„J
Q
-;g'O (•OS8W/
"^
b. Sự cần thiết khách quan của hoạt động kinh doanh BH phi nhân thọ
:0O8%65W-J;)--S565`2^
 (`2K(.)`2NS"^P:
0'„O3U-706,^(J(
%!-}62`,N8/U!0N"^_`,)}"#
65W6*"^U#,-NK(W"^65W
)8‡-&45(`2^ (8-&-W5-V8
%_.!|#K(65W˜-SN565
"^P:("/;'7N'O|
%'S
bK,N!-,-.K#KbCP:-
J(˜’;-5)!(( 8
0(27JN6!--8W(.5
W„OAW'!N)(%!-65W-
J;"^7/0ON-˜0/`,X-
O "^1(„O'1(56d||
J|%!-AN7)Zg,d d|"^
„O
@OL!&;J0O8%65W
-J;0-(45Z4‹Kd({O -)d
)--S5Œ`•„O_O ‰"
0O5,8%(|J7`(%!-8)
2"#8/0KW -)dL!0)_7(

P5W-J;|%'S;J(`„O(
X-;7JO 05,8%P•d
O8 €-K65W•(65W-J;)WX-™
`(%!-8‡-&L458"^J7
P5W-J;~OK2"^Kh
‰"2"^K(`K'!
%† ."^) d"^S 3)K
2"^K8W)#K;—(6•})'!!8/ 
L N|dL"^7O)(!45
,
%!-65W"10())%!-65W
-J;OLK4;2"^
K%!-65W-J;'!K6{
K&(-O4‹N!.*-K65W8C*
\
 7-Sd)^0^|%ƒWS"N8
/%"dh(-/(`-/(S"6,O5(
77”C"7(%!-P:EC_„)--S-
SN (XV7'J7W J!45'%&
 N8/
c. Khái niệm BH và sản phẩm bảo hiểm phi nhân thọ
~_b3(65W'))- '6,0
 K
~_@4f(65WO!-&4)(O6
"^"#65W5O85N;-K65W{'
! WUO"^6"^#-57
}"#O85N6ƒ`,"#56•O68()"^
65W
_! 8/~„O)! K)(65
W*0"O6O-,dK65W„

P5W1d(•7
P5W%2
P5WK%&K
P5W!N!-
P5W"^
P5W:8
!-&65W-J;8
d. Đặc điểm của sản phẩm bảo hiểm phi nhân thọ
~[0O8%65W-J;(40
-(45Z$%&4‹N!%!-65W
~_-"1%!$Z(65W06!--,)!45
1/0O7W(-J1•#-*1/)
8/!2(U6!LS;"#485
 ™|J((`•%Š%1
~@OLUW65W-J;i65W
L)W57J7!0/5(K0(8’”
8)K,/8!"P:J;AN))gi8
"#65WJ7!0"^"#65Wd"#6*
"^3/^0P:8)57"^"#65W/
47N#"1}8"#5 -KP:„)
~_^0#-*65W-J;"^IU‡
1€0.O #-*P:J7%'‡-U)^0^
J7%'•_K)L#-*c:i)!'
Ie
€K%&65W),-8V•(7€P:7W
)(P:%2•(Ui^€65W08(65W%2•
~P5W-J;-%&8‹-J45Z4‹
K65W(˜65WJ;-%&8‹*K
1.1.2. Đặc trưng của sản phẩm bảo hiểm phi nhân thọ
a. Đặc điểm chung

~_"^(#-*65W"#)!'78)
',-"^65W"^65W„)-K65
WS7#-*EK65W8)88Z#-*
K6O#-*65W
~8%65W)UW765W2
6%2&"d8K"#-K6’AUW7
5"•,d/47/2"05-V2"^C/O5
-V""#5"^,-(765W}NO
85`-K65W,d357O 8)(
765W)8558626OC"#0(/i)
O K8,-(`-K"#’6•765W}%Š
108/")8))…!4
85^#-*65W˜)!'
~@U8(8%"#˜)%&- !
N-˜0/`,"^"#65W8;„"#O#-*
65W65!P•}/`,57K(6#-*65W
)}"#5€7)8(8}"#5-K•("#0(
/…!`,d(8}-55-K1L
~_JZ"^8 %ƒ%2&7h
C"^65W8 )'8!57W"#
47N#65W%ƒ{47N#))WN1,-6OSd
 -K-5)
[5-V65W2'- 7/ JZb
- 6•L-&(4!)WU7/ J()
"^8 )/(8 ,7&WL
45)W"#65W(W,65W$7
"1
C""#0("^!O5-V65W"O
/6ƒO!(X-;7J1NUS*^)'565
NU,8N8757C"^6‰%Š62ZgN˜(

47N#!6*"^!0
1.1.3 Nội dung chính của hoạt đông kinh doanh BH phi nhân thọ
a. Kinh doanh BH gốch
b!-'!0O8%65W O
!-&(.)"#-K65W('!K)
0-4‹N!.'))- W6ƒ‡-L!0`
IM
,O KJ()--S`25,8%^ 
"^65W
[7'!0O8%65W 6‡S.!
%!-65W40"d0Z7J8
6%2&65Wd. "#8)S3
6„ ,"#N8!165W)Wd8Z8/#-*65
W("^)S65W}$d%!-65W
ON277S"#,-%2&65W(1•)(#-*
65W"#/-8Z8/
b. Kinh doanh tái BHh
_65W!-&"^65W$%&W7WO-S
!„,-d"^"#65WOUN"^65
W8(1•"#0"^)O-S-K65W
_65WO0O,4;d8
%65W ()"#"O,‡0O|
%!-65W(O%!-65W'65W
K8N,58A*^(
0O65W‰X-%!-)*-d(
/0O70"#X;d
c. Đầu tư tài chính và một số hoạt động khác theo quy định của pháp luậth
P00O8%65W 70OS
"‰0*8’%!-C*#.0
OS"X-J85KO8W(%),

7/-&‡•
žc˜X/"10
~tX/"10OJ 4;45,
8%7O6O-8W/"#45Z%))
)O ˜165h
~tX/"10)˜L74!$
%&O0&
~tX/"10XV70N8!74
*0-W2"^O)!45,(7)O
8X/"10)˜|#70OO
6Ÿ0N8/
~tX/"10O&4;@8(K^
!/-)!45L`L7d
8'OSK0S1U%ƒ
S8--X6/`8.
Ia
~tX/"10O7`1,%ƒcd6,89
8‰"^)NS(ƒOX'
@87)W'!6!--X/W#•S(
8KK"^%ƒˆS77S8
~tX/"10!6%Š%O1("
8-J- 47/2-8-J- #-Z[!
X/"108%)W0"#L#/N6
b7X/"108-5iLK6!--
|#K5-V(-J- ˜"^8/
45'!K)(N))gX/"10˜0
K"/0
b. Bản chất của xúc tiến thương mại
P5,X/"107N/-b!-)
W$%&&8&X/("N1

&X/165W$/"^_',J7
7N8W7W5Z*X/_7|-"1
7NN)LU07/8SJ‡';
O2"^&,2
)a-"17N165h45(6J(X
/6(4!X(8'/--"17)
˜8!0&8-5"#- #-
"17N ,
c. Chức năng của xúc tiến thương mại
:0OX/"10{165h
~,-h&SX/7N2
"^NUK5-VC77(O-S8’|'X/
!0†'/-,-N5-V8N
@&7"#4JU6!d5-Vd-Sd!
U5-VSSJ-2"^AW0"#&7
˜’"1X/-5"^7U-0W8•W
6/4OdU"5-V–%2&
~37/8KSh&d,;|'X/8K
V7SO"1!5-VU%2&@O"1X
/)WS(%!-)1O6O "#d
1d8`
~36!)5-Vh-J6!5-Vd 0
‰O&"^U-|'X/"1035
-V)U"86!"^S—/"#80
dL7`N(-•-%!-)1ONd1
I]
~AN25-VhX/)Wi"^L#
K;•L85-VN16{N2O5
-V)%2&N)W0O2"^
~ 2% h% 6%!-"^8*N

6/"#7N;c2/"1!d5
-V07/¡
~EJK'07hWW07/O6O
7(W)W8L1O85"#4"#5h
!(J'(S"(*(7K(%2&”
b. Xác định mục tiêu xúc tiến thương mại
~t2X&7/ 4;,447/
27N()-"1"dV'60/
"#X/
AWJ7%'"#O&X‡S-5•O
%!)&•61h
~@&/"#h"1d2"^;Wd
-"1--22%!-
~@&8hN% (#(2-S(2/0('
'))- d„O
@& ƒ0OX/"10/"#
O8’„;4!‡$%&)
,7
ž@&X/)h% 7N
•@&% h'7`N% (2-S( "#8
O85^2"17N
•@&7Nh)W"#/-06,89,-O4
%Š6/JZ85?>b?)Y0&"
hS0(6/5-V"1!(O d5
-V"1!(Z25-V"1!
ž¢SJ7%'&X/
AW0"#!45(&X/-5-ƒ#-{'
!&•,-O1&-5)K "-5
85)85"^O!45AWJ7%'&X/
X‡SJ7S"h&-5&W(-5

/-0-N!6"d7*)O
%165"h
•tJ7%'8/0'!hN- 0OX/
%!-W5658/0„N"#'O7!-(
X/O0!45_))O%Nh2'!
.6O-(`J'(8/$%&%2&6(-J6`
*'-ƒ#-dS4;&€-K(^(
!45•
Te

Trích đoạn Định hướng phát triển của BIC trong thời gian tới Kế hoạch hoàn thiện việc thiết kế công cụ xúc tiến thương mại của BIC trong Đo lường và đánh giá hiệu quả qui trình hoàn thiện xúc tiến thương mại bảo Định hướng hoàn thiện công tác bán hàng cá nhân bảo hiểm phi nhân thọ tạ Giải pháp hoàn thiện quy trình bán hàng cá nhân bảo hiểm phi nhân thọ tạ

---