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 " !
"#$%&'()* +,-.
'/0123/45"#677".
"#6 06,898
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:A
Phùng Nguyên Hà Anh
LỜI CẢM ƠN
B4'!7(BC"#'4D
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S(C"U%VE-FWAXK
S
QDA514HI78RN0:A"TN0A
B"1Y0C"U%VE-F4'!S
QDA512C0-K6<(DBL
7L-IM5K;DNI"OKP!;C,-
(!(E-F4'!SNX6!<
IZ$T51/Z6<(DC%TK
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N)1[%Z!E--D\(
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/GHBI7"TN0:AB"1Y0T4C7W0
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
MỤC LỤC
S_`aYNba;=


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??|N"T!450<E/"100M`}?
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?@@B'0L6D65K-DA0M`
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?~B'00<4565K-DAM`|=
?~=Y&0<4565K-DAM`|=
?~?;D%45M`|?
?~~O"1!45|@
?~}N"T!4545||
?};]E/"10M`||
?}=;Z0"#||
?}?;Z0/„*0|ƒ
?}@;7D|•
:lm;n```oYtBR…n`w`O:eO:b†;B:`‡;:bsBNt;nQuB`g;
B:lm;nYs`Mwb:`xYO:`;:y;B:zˆaM`ƒ=
@=c'62"T65K-DA0P!;2"UM`
ƒ=
@==c'62"T65K-DA0P!;ƒ=
@=?N2"U-KM`ƒ?
@?n5--!4E/"10M`ƒ}
@?=:!!2&E/"10M`ƒ}
@??NW,!2DE/"10M`ƒ|
@?@3/0!!/8/&E/"10M`
TUƒƒ
@?~3/0!'"1E/"10‰>

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DANH MỤC BẢNG BIỂU, ĐỒ THỊ
:Œ B
:== Y452E/"10 =‰
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:?? BL%M`0?>>‰•?>=? @‰
:?@ P2/M`2"T65K-DA @•
M5
M5?= MK*"[0"UM` @~
M5?? c&065KM` @}
M5?@ Y< Ž\M` @‰
M5?~o ;DM`%E/"100
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M5?} MK*"[D'M` ~|
M5?| R "#8&?>==(?>=? }‰
M5?ƒ ;DM`%450?>>‰•?>=? |?

5--Š!0<E/"10%2&65K-
DAP7(CA<%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 " W !-0–
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2. Tổng quan tài liệu nghiên cứu:
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%!-5,8%E/"10
%2&
•SUWoY< 6!--[<0<E/"1
07B;::B/62-&’%2&:5N•N:3/4 
%D;7--D\&E/"100
7B;::B/62-&’%2&:5N()ZT0(
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""#47E/"107
•S0–Wo'0/"#3%BL
7M5KM`cP8%‚'65K-DA5
;7•N:„>=?>=="TN0:A:;<S
'//"#8%!0%!-(-D\
/"#)-’#-U"T8%(ŽK7/-7
K0%!-N*TWCD7%'<8/0/
"#Ž1Š[<2-I(#(-'-K
TU
•—QE/"10˜P!;B"10
•?>>@•W-<! Z,W\HW0
<E/"10•6*5E/,8,E/6
"U•
3. Đối tượng và phạm vi nghiên cứu:
N "#W0<E/"1065
K-DA0BL765KM`cP•M`•()

%!-8%65K-DA0P!;™'00
<E/"10452E/"100%
!-65K-DA0P!;
•G7--D\%Z!,-o
šS!UL,-/]-!o
&E/"10(&45H65K•6<\•(7
L-I65KM`cPZ12"#)/-
-!
šv*0Eo8/%Z!U,
*%•/-"6(0-\%"U%0,'7/*
7/6*!WE/"10KW5-
Kc&!7"#!8-I!
85
M0-\W65K(X6!‚'8%65K
-DAM5\(T68/
L!$M<B\(&E/"10(
47/2-%7!0<E/"10("1E/
"10
•3K%Z!o%Z!-.W*8"#8K
\W\\(\\#-\T'%Z!"#
 /K)"#',4 ,(565<%
-D\)"#<7
•B-#--D\%Z!&C2o8C-#-
A(%Z!,-7/"#$%&K1[H”
"K8!!E/"104 (
%!--K"UcZ!,-*!4
AK-D\<%4/84'08%65
K-DA0P!;”"L4WE/"100P!
;M0)(%Z!,-”,-< 165-I
%'6!E/"100M`

8%65K-DA;<%"1=W-/Z
H165W65K(65K-DA(452E/"10(
„E/"108%65K-DA;Z<
%165W456DE/"10
"1?oB'0E/"1065K-DA
0M`T4"1?-W'0
45247E/"100M`(.Z<%L4W
8%65K-DA/8/45W&KW'0
452E/"10‚'7cZ!,-%Z!1,-
"#67<! K"Z\W
E/"100M`
"1@oY< 5--!0<E/"1065
K-DA0M`Q,-.Z("1@"
5--Š!E/"1065K-DA
0M`;("1@„"< 8/2)\,‚
CHƯƠNG I: LÝ LUẬN CHUNG VỀ HOẠT ĐỘNG XÚC TIẾN THƯƠNG
MẠI TRONG KINH DOANH BẢO HIỂM PHI NHÂN THỌ
1.1. Khái quát chung về hoạt động kinh doanh BH phi nhân thọ
1.1.1. Khái niệm và các sản phẩm bảo hiểm phi nhân thọ.
a. Khái niệm bảo hiểm và sản phẩm bảo hiểm phi nhân thọ
•Bc3(65K'))- '6,0
 \
•BY4n(65K<!-&4)(<6
"T"#65K5<85WA-\65KŠ'
! KX<"T6"T#-57
Œ"#<85W6’L,"#56[<68()"T
65K
B! 8/•C<)! \)(65
K*0"<6<-,U\65KC
<65K"10

• M5K\%&\
• M5K!W!-
• M5K"T
• M5K:8
• !-&65K-DA8
b. Sự ra đời của bảo hiểm phi nhân thọ
M5K)65K-DA),!"<
-"1$H(L,"T-5 -)7T
 05,$H7%'H!<*)(K
AS2$/U,7H!)C."(4
6K!,1"o
P?}>>B;[’a-(Z"T#ŒC6/
-4–"1#KE-FZ"TX-00
6BG ~>>>B;C6/#-L
7[5‹"T-DW7W8(E-
‹"T-52L,6< 
BD7-D(L,W)"#"
7865KR)K -)UZL,XW(
70KC,![M67•=ƒ>>B;•aJ•}>>
B;•B)("T#-57L, U)4
7K("T7Œ"#•585W75 VC("#
0(A-55<C,,8)/6/SC,7
"#"1865KR( &L,57
7W8%7 D/7
K7/)65KT
P/8 Q`P([¡"Up(#-*65K5I
,!
R65K5',!65K›00a4 
 /8HQ`Q(I/8 QQ(65K-DA-KK5
650U"6!((8¢

D7
M5K-DA—,^˜Z!%!-(
4!L25-{P887X-6,T(
%!-Œ62!0W\^^•{7-\%
!-(3)•Z7K0Œ5#
\62‹;"#0/Œ8)850W
5B<7,U/%!-X-Z!0U%D7
ND7Œ,W,8)547/(, U%!-.
›)  0/%•62J]-WP,W)Œ"#%
!-65K-DA547/<15/%!-
65K
M5K-DA)--IL2D;"U
L(120<6Š*D;"U)K65
KB76› -\65K"1 ›(D;"U8
-5 W)K,UK#,-8X-YX
8(65K-DA”„))-D;"U4
0/
M5K-DA)K,-<  8›KI"(-
K8/•C<PUXK8%65Ko-\<-"U(!
6*"T(5WM:Ž-5'!)<TP7("# 
-IU)T0T‹Œ"#I"W8/B'/
[W4 -K(LM:0<,02"T6,
<5(2"T8(X6!2"T  N) „ <
\(L65KE ( (E{7
'D7KW (D!45$%& W8/
M5K-DA”)--IE{7-K4!8/
Z"U40<65K
M5K-DA‹%'IAD(LC
<(E-A7D< 05,8%M[
U<8 •-\65K•(65K-DA)KE-

(%!-65K\Z5-{oEH
Z#\)4/%2&o$%&Z"TL/()7\
77W%2&(-K! 0H7!-(D7%'7\
765K("T„4A0<8
;"7(„,"#%2&8\8)K65
-{65K
•M5K)8%"#o3U5,
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"U(7)(7(DU5,5
-{'!47"5-{/"T%’(85-{)
6"#%!-UWW(85W76*5 %
!-6›C%!-"#„%!-65K8
-56› "U(A-\65K"U"T65K)
)-'!‚&U6"#65K857' 65Kc
7(8K\"#\!45<5-{65KT
K65-{
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',-"T65K"T65KC)-\65
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\6<#-*65K
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6%2&"U8\"#-\6›NXK7
5"[,U/47/2"05-{2"T;/<5
-{""#5"T,-(765KŒW<
85L-\65K,U357< 8)(
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< \8,-(L-\"#›6](765KŒ%•
108/")8)) !4
85T#-*65K„)!'

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Z/-Œ)'7LO\65K-DA„-&<
<
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47W#!6*"T!0
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45H$%&4–W!%!-65K
•B-"1%!$H(65K06!--,)!45
1/0<7K(-D1[#-*1/)
8/!2(X6!ZIA"#485
 F‹D((L[%•%1
•Y<ZXK65K-DAŽ65K
Z)K57D7!0/5(\0(8›¢
8)\,/8!"M:DA(W))‚Ž8
"#65KD7!0"T"#65KU"#6*
"T3/T0M:8)57"T"#65K/
47W#"1Œ8"#5 -\M:C)
•BT0#-*65K-DA"T=X^

/0<70"#EAU
c. Đầu tư tài chính và một số hoạt động khác theo quy định của pháp luậto
M00<8%65K 70<I
"”0*8›%!-;*#.0
<I"E-D85\<8K(%),
5765K/UWX0<I"U0
<8%65K'/-(0<7) 4!‹#
6L
1.2. Khái quát về xúc tiến thương mại
1.2.1. Những lý luận về xúc tiến thương mại
a. Khái niệm và vai trò của xúc tiến thương mại
£3!o
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I/8 ?>’U'-K8!8
QE/"10^WU0<2"TY8E/
"10<6<-8KTY8‹#-
•8•6,%!-(6,W8/Y8
‹#-6*6 7/ ("T"#A~Oo
•\5-{•O%•
•\•O•
•\-D- •O•
•\E/"10•O•
M 7/ 78/#-U("1VE-
’-K:0<Y8<%!-8K
//<6 7/ 7,7/ E/"10QE/
"10<7/ ’4A~OY8‹#-)
,W2‚8WE/"10(7
7W (E/"10"#K0<L‹#L
Z"T6"T(X48DŠ<U
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