The Significance of Marketing Deposits by Account Managers of Bank of China

Waiting for customers to come to the door has become a tradition and habit of banks. Since 1990s, with the gradual improvement of China's financial system and the enhancement of the openness and transparency of financial markets, the competition among commercial banks has become increasingly fierce. The values of modern commercial banks have undergone fundamental changes, and a customer-centered, market-oriented and marketing-oriented business strategy has been established. As a result, the customer manager system came into being and became a new trend of banking marketing in China. The practice of western commercial banks proved that the customer manager system is an effective marketing management system. I. The meaning of account manager system The account manager system refers to a new/one-to-one marketing management system in which commercial banks divide customers according to the principle of market segmentation, according to the operating status, financial status, credit status, industry and region, and the number, age and region of investable assets owned by individual customers, and arrange an account manager to provide customers at different levels with a series of services suitable for each customer they serve. It makes the banking service change from unification and popularization to hierarchy, specialization and personalization, which indicates that commercial banks have taken another big step on the road of commercialization. Second, the practical significance of implementing the customer manager system in China's banking industry 1, which is beneficial for commercial banks to unify their thinking and change their marketing concepts. On the one hand, Chinese banks should change the traditional marketing concept of "waiting for customers to come to the door" into the modern marketing concept of "marketing to the door", and actively do a good job in marketing, that is, actively face and participate in market competition, actively develop target customers, actively promote distinctive financial products and new business combinations to customers, firmly grasp customer preferences, market demand and social pulse, and rely on tapping and meeting customers' potential needs as the basis and profit source services to win the initiative in the fierce market competition. On the other hand, we should change the concept of/local marketing 0 into the concept of/overall marketing 0. Banks should set up a full-time marketing department, and the marketing department of the head office should manage the marketing departments of all branches as a whole, so as to break the situation of professional division and diversified positioning, start from the ever-changing diversified needs of customers, carry out foreign business in a package, change local marketing into organized and planned overall marketing, form the external cohesion of the diversified financial products and services of banks, and greatly reduce the risk of cross-operation of banks. 2. It is beneficial for commercial banks to maintain and expand market share. (1) Maintain market share and establish a stable base customer base. If any commercial bank does not establish its own stable basic customer base and is not supported by a group of customers with large capital stock and many business contacts, its basic business such as deposit, loan and remittance cannot be effectively carried out, and it is difficult for banks to gain a foothold in the market. China Industrial and Commercial Bank supports more working capital loans to enterprises, and industrial and commercial enterprises and individual industrial and commercial enterprises form ICBC's customer groups; China Construction Bank has been providing support to the construction and real estate industries, and most of them have become customers of China Construction Bank. China Bank has unique advantages in international financial business, which makes foreign trade import and export companies become the main customer groups of China Bank. Agricultural Bank of China is the main force supporting rural economic development, and township enterprises have become the main customer groups of Agricultural Bank of China. The account manager system not only establishes a stable basic customer base for banks, but also reduces the vicious cross-competition in banking business. (2) Expand market share and compete for realistic and potential quality customers. According to the golden rule of /80/ 20, 80% of the business comes from 20% of quality customers. For banks, an important inference is that 80% of profits come from 20% of quality customers. The account manager system is conducive to the marketing of targeted high-quality customers, that is, close to customers and designing different financial products and services according to the special needs of different customers. First, we can turn some potential customers into real customers and expand the base of basic customer groups; Second, direct marketing by account managers to provide a full set of customer-oriented financial services can reduce the possibility of interbank banks successfully infiltrating accounts into real customers and avoid the decline of market share as much as possible; Third, the account manager directly arranges the product portfolio for high-quality customers, which can realize the matching sales of financial products and increase the number of financial products consumed by unit customers. 3. It is beneficial for commercial banks to build a famous bank brand in China and improve customers' loyalty to the bank brand. In today's brand consumption, commercial banks practice 17 5 bank-enterprise 6 1999 1 1 the significance and strategy of implementing the customer manager system in China's banking industry. As a special enterprise, commercial banks must implement brand strategy if they want to gain a firm foothold and be invincible in the diversified financial competition pattern. This is because the bank deposit and loan interest rates are basically set and implemented by the People's Bank of China, and the price strategy is difficult to play a role. Customers can only identify their famous banks from their financial products and supporting financial services. The customer manager system fully embodies the service spirit of the bank/thinking about what customers think and being anxious about what customers are anxious about, which urges the bank to produce high-quality products, create famous brands, win the market by providing customers with satisfactory services, thus having a good reputation, popularity and market share among the public and improving customers' loyalty to the bank brand. For example, China Merchants Bank's personal wealth management financial product/one card 0, China Bank's foreign exchange wealth management/foreign exchange treasure 0, and ICBC's national unified wealth management brand /955880 are all well-known banking brands. Building a well-known bank brand and cultivating, maintaining and improving customers' brand loyalty are not only important indicators to measure the preservation and appreciation of bank brands, but also the power source for the sustained growth of bank profits. 4. It is beneficial for commercial banks to increase profit opportunities. The ultimate goal of commercial banks' operation is to obtain profits. A banker once pointed out:/The troubles of customers are often the growth point for banks to gain profits, and the key lies in how banks find and develop markets. Through financial business innovation and financial service innovation, the customer manager system constantly improves the service mechanism and function, constantly creates financial products that are popular with customers, and introduces new, special and strange service measures to meet customers' demands for novelty, novelty and convenience, so as to continuously develop new target customers and increase the absolute profits of banks. On the other hand, under the account manager system, customers only need to face the account manager who has close business contacts with them, so they can get one-stop service within the bank, improve service efficiency and reduce service cost, thus increasing the relative profit of the bank. 5. It is beneficial for commercial banks to effectively control risks. The first principle of commercial bank management is prudence. At present, the focus of commercial banks for customers has developed from deposit customers to loan customers. It is very difficult to find a good deposit customer, and it is even more difficult to find a good loan customer. This is mainly because there is a general problem of information asymmetry between banks and customers, and banks are not very clear about the operation, finance and credit status of customers applying for loans. There has even been a vicious incident/as long as banks dare to lend, enterprises dare to use money and dare not pay back 0, resulting in a large number of bad debts of banks. Under the condition of account manager system, account management is an important responsibility of account manager. By establishing a harmonious business relationship with the customer, the account manager goes deep into the customer's interior, fully grasps the customer's financial status, operating status and credit status, and recommends and decides various terms such as the amount, term, interest and repayment method in the loan agreement. Especially for high-quality customers, we should implement a comprehensive credit system, that is, the account manager will determine an appropriate maximum credit line for customers after reviewing their operating conditions, financial conditions, reputation and solvency for a period of time, and report it to the examination and approval. When business happens, there is no need to repeat the audit according to the original procedure, which greatly simplifies the procedure and improves the work efficiency. This greatly reduces the asymmetry of information, increases the timeliness and accuracy of commercial banks' decision-making, and thus effectively realizes risk control. 6. It is beneficial for commercial banks to enhance their competitive strength with multinational banks. With the acceleration of economic globalization and China's accession to the World Trade Organization, China's financial industry is opening wider to the outside world, and more and more powerful multinational banks will flood into the China market, which is bound to have a serious impact on China's banking industry and occupy a certain market share. But more importantly, multinational banks are real commercial banks. They not only care about market share, but also pursue profit maximization. This determines that multinational banks will take a long-term view, focus on attacking, compete for high-quality customers and potential profitable customers as beachheads, and gradually encroach on the customers of China banking industry. Thirdly, the strategy of implementing customer manager system in China banking industry. The implementation of customer manager system in China banking industry is a systematic project, which cannot be accomplished overnight. According to the actual economic development in various places, adjust measures to local conditions. Take the strategy of/point to area, point to area and step by step. The so-called/point 0 means that branches with high operating level, standardized management and high personnel quality are selected as pilots to implement the account manager system, and the account manager competition system, account manager responsibility system and account manager assessment and reward system are vigorously promoted; The so-called/face 0 refers to the reorganization and division of labor within the bank, the re-establishment of business operation processes and the improvement of management methods caused by the implementation of the customer manager system, and the related supporting reforms such as strengthening the training of the business ability and quality of customer manager candidates in an organized and planned way to improve the comprehensive business quality of all employees. The so-called/step-by-step, step-by-step, step-by-step, step-by-step, step-by-step The progress of the above-mentioned/point -0 and/face -0 reforms and