Public-private joint marketing program of banks

① How to realize public-private linkage of banks?

Main measures of public-private cooperation:

First, the public-private linkage measures of collection and payment services. The service of collecting and paying on behalf of others is the top priority of public-private linkage and must be adhered to for a long time.

The second is the public-private linkage measures for personal loan business. Personal loan is a scarce market resource. All business departments should seize this opportunity, strengthen public-private linkage and carry out cross-marketing. On the one hand, through the issuance of personal loans, the brand influence of our personal loan business will be further enhanced; On the other hand, using the tool of "personal loan" can better serve corporate customers and outstanding individual customers, close the relationship between banks and enterprises, and create more comprehensive income including corporate deposits, personal deposits, withholding, bank cards, settlement funds, POS, etc.

The third is the public-private linkage measures of wealth management business. On the one hand, we should actively expand these customers to become our personal financial customers; On the other hand, we will strengthen the maintenance of corporate customers and their senior managers through personal financial services, and at the same time increase the expansion of corporate customers and their senior managers with our personal financial products to increase the target customer base.

Fourth, public-private linkage measures such as market team training and assessment.

Specific requirements for public-private cooperation:

1. Carry out special marketing activities for salary services.

2. Improve the matching rate of bank cards for payroll customers.

3. Cross-marketing of e-banking business.

4. Increase the delivery of self-service equipment and POS machines to make up for the shortage of our physical outlets.

5. Strengthen product innovation.

(2) How can banks speed up the big retail strategy and promote the rapid development of retail business?

Since the beginning of this year, under the guidance of the "big retail" strategy put forward by the provincial branch, ICBC Datong Branch has accelerated the implementation of the "big retail" strategy, promoted the coordinated development of the big retail business within its jurisdiction, and made every effort to complete the task and goal of "big retail" business contribution put forward by the provincial branch in 20 15.

First, actively build an integrated management pattern of efficient linkage and integrated development. Conscientiously implement the requirements of the Head Office, make full use of the opportunity of "big retail" pilot banks, try first, actively carry out innovative exploration of public-private linkage and public-private linkage, guide grassroots banks and employees to actively adapt to changes, unify their thinking, implement the "big retail" strategy, and realize the organic unity of retail business development scale, quality, structure and efficiency through the transformation of retail business marketing model.

Two, focus on helping backward banks to develop large retail business. The Big Retail Promotion Committee strengthened organizational promotion, took the big retail contribution data as the breakthrough point, carefully analyzed the problems and reasons of the backward big retail business of branches within its jurisdiction, strengthened the supervision of banks whose contribution to the retail sector declined, and adopted targeted assistance measures to effectively play the role of big retail business in promoting the transformation and development of the whole jurisdiction.

Third, strengthen the supporting role of savings deposits. Deepen the understanding of the basic role of savings deposits in business development and promotion of business contribution, and deal with the influence of interest rate liberalization on the decline of deposit contribution by expanding the market share of deposits: first, cultivate new growth points of savings business, do a good job of increasing deposits and absorbing deposits from the source, and maximize the retention of funds of our payroll customers by improving product stickiness; Second, do a good job in monitoring and analyzing the flow of savings deposits, focus on grasping the large and abnormal changes of funds, attach importance to the stabilizing effect of structured deposit products on deposits, and prevent the loss of deposits at important points of important customers; Third, carry out positive interaction between savings and financial management to ensure the closed operation of customer funds in banks, and at the same time rely on the pulling effect of high-yield products on deposits to actively compete for customers and funds outside banks to achieve stable growth of savings deposits; Fourth, integrate business resources, provide full-process management for customers' savings, investment, consumption, payment and other links, and carry out precise marketing by subdividing customer categories to realize the closed-loop operation of customer funds in the banking system.

Fourth, do a good job in personal loan marketing. First, promote the accurate marketing activities of self-service mortgage loan business of financial assets, strive to make a scale quickly in the shortest time, and do a good job in marketing effect statistics; The second is to take high-value and low-leverage housing as the core assets, and expand the target customers of personal assets comprehensive services on the basis of handling the maximum mortgage loan; It is necessary to increase the integration and innovation of related products and services, and build the comprehensive service of personal assets into a platform for high-asset customers to provide financing, wealth management and various value-added services; Third, improve the competitive strategy, give full play to the Bank's scale advantage, continuously improve the refined management level of housing loans, reserve more high-quality project resources, enhance the bargaining power of the Bank in the local housing loan market, and further enhance the personal loan business contribution through measures such as differential pricing of interest rates and automatic approval of housing loans.

Fifth, strengthen the promotion of individual gold bars. Give full play to the characteristics of net worth products, such as stable performance, high income level, strong income-generating ability, convenient transaction, support for appointment and support for pledge, and further enhance the sales revenue of personal wealth management products; Increase the intensity of debit card issuance, promote the construction of business circle, carry out various credit card promotion activities, and promote the rapid growth of card issuance and consumption; Strengthen the publicity of personal foreign exchange business, carry out special marketing activities with the help of the resources of third-party institutions, give full play to the advantages of the Bank's integrated local and foreign currency services, carry out domestic and foreign linkage, and promote the development of foreign exchange business; Pay close attention to the changes in the capital market, choose high-quality fund products with high returns and good performance, and do a good job in customer hierarchical marketing; Strengthen the precise marketing of key health insurance, accident insurance and endowment insurance products, rapidly expand the sales scale of guaranteed insurance products, and increase the sales proportion of income insurance products in new channels such as online banking and self-service terminals.

(3) the experience of revitalizing the bank's existing customers.

In order to realize the coordinated development of scale and quality, grass-roots banks must seize the new business market, implement the measures of "activating" and "revitalizing" sleeping households and inefficient households in detail, and transform existing customers into incremental target customers for product marketing.

Grass-roots banks should adjust their marketing ideas, firmly establish the product marketing concepts of "transforming an invalid customer means expanding a new customer" and "adding one more business means losing one less customer", use incentive leverage to contact different customers according to their account opening locations, carefully plan customer construction plans, and regularly carry out activities such as "looking back", "telephone call back" and "home visit" to existing customers.

It is necessary to adhere to the public-private linkage, fully implement the management of "protecting customers and increasing efficiency", set up key customer accounts such as individual VIP customers, loan customers, payroll customers and cooperative real estate, clarify the responsibilities of service, maintenance and product tracking marketing, actively advocate the strategies of "batch marketing, additional marketing, group marketing and cross-marketing" in retail and corporate business, and at the same time improve the product penetration rate, and enjoy financial management by signing contracts.

In the after-sales service, for every successful marketing product, such as home appliances, medicines and other products, a manual covering the operation process, charging standards and matters needing attention should be attached. For registered customers such as online banking and mobile banking, customers can be guided to install and use in the "experience area" in the lobby. In addition, it is necessary to strengthen the construction of professional teams, establish a fast and effective customer emergency mechanism, and provide differentiated services to customers in the product homogenization environment.

④ How to realize public-private linkage of banks?

Main measures of public-private cooperation:

First, the public-private linkage measures of collection and payment business. Receipt and payment business is the key to the return of public-private linkage, which must be adhered to for a long time.

The second is the public-private linkage measures for personal loan business. Personal loan is a scarce market resource. All business departments should seize this opportunity, strengthen public-private linkage and carry out cross-marketing. On the one hand, through the issuance of personal loans, the brand influence of our personal loan business will be further enhanced; On the other hand, using the "personal loan" tool can better serve corporate customers and outstanding individual customers, close the relationship between banks and enterprises, and create more comprehensive benefits including corporate deposits, personal deposits, withholding, bank cards, settlement funds, POS and so on.

The third is the public-private linkage measures of wealth management business. On the one hand, we should actively expand these customers to become our personal financial customers; On the other hand, we will strengthen the maintenance of corporate customers and their senior managers through personal financial services, and at the same time increase the expansion of corporate customers and their senior managers with our personal financial products to increase the target customer base.

Fourth, public-private linkage measures such as market team training and assessment.

Specific requirements for public-private cooperation:

1. Carry out special marketing activities for salary services.

2. Improve the matching rate of bank cards for payroll customers.

3. Cross-marketing of e-banking business.

4. Increase the delivery of self-service equipment and POS machines to make up for the shortage of our physical outlets.

5. Strengthen product innovation.

⑤ How do banks develop high-end customers?

First, maintain existing high-end customers and prevent customer loss:

(1) Based on the service concept of "customer-centered", we must always ensure to provide high-quality and efficient services for high-end customers. If we can't provide customers with high-quality products and services, customers will not be satisfied with our services, let alone establish a high degree of loyalty and cooperation. Therefore, we should implement comprehensive and high-quality marketing, which is closely related to product quality, service quality and customer satisfaction. Services should start from the details, such as reporting or announcing customers in the media when there are changes in banking policies and systems, and at the same time, we should especially inform the middle and high-end customer groups of our bank and strengthen reminders; It is necessary to further improve the after-sales service of online banking and other electronic banks, and arrange technicians to solve problems as soon as possible to avoid the situation that system problems lead to customer dissatisfaction; Personal high-end customers have a large capital turnover, so when these high-quality customers need cash, they should give priority to supply it, and so on.

(2) Pay full attention to the daily dynamics of high-end customers. High-end products provide huge resources for our development, so we should always pay attention to the capital flow of high-quality customers in our daily work. Banks should pay close attention to every move of every high-end customer and take every opportunity to strengthen emotional communication with them. For example, some high-end customers have some important good news, whether it is the account manager of a bank company or an individual account manager, they should know the information in time, and report important matters to the bank leaders for timely attention. Both flower congratulations and SMS blessings will improve customers' satisfaction with the bank.

(3) Arrange regular home visits for high-end customers. Through door-to-door visits, customers can feel that the bank attaches importance to them, learn more about customers' trends and ideas, and collect opinions and suggestions on the bank, so that the following marketing can be more purposeful and planned. Seek the opinions of high-end customers on account managers, because the marketing work of account managers is a crucial factor in determining the relationship between banks and customers.

(four) often organize seminars between high-end customers. At least once a year, the bank will organize a symposium with mid-to high-end customers to listen to customers' opinions and suggestions on the bank's products, services, marketing and product development, predict the future market and discuss the bank's next development plan. Such a forum is not only very beneficial to the bank's decision-making, but also can deepen the feelings with middle and high-end customers and enhance their loyalty to the bank.

Second, the new marketing plan for high-end customers

(1) Do a good job in database maintenance to lay a foundation for customer marketing.

1. The business department, Wen Jia Branch and all sub-branches should start with the segmentation of existing customers of the Bank, improve the information files of high-quality customers, implement refined management of customer resources, and conduct differentiated and product marketing for potential customers according to the different asset composition of customers.

2/ Customers strive to meet the standards in marketing and development, and become high-end customers of the bank.

2. In their daily work, the lobby manager and counter staff should make records in time and recommend them to the account manager if they find potential high-quality customers; Account managers should follow up marketing in time when receiving high-quality customer recommendation information.

(2) Do a good job in market research and broaden customer marketing channels.

1. All commercial organizations should understand the distribution of surrounding customers and organize their efforts to carry out targeted marketing and publicity activities for high-end communities.

2. Pay attention to the marketing of professional markets (parks) and private owners in business circles.

3. Do a good job in public-private joint marketing, and strengthen the marketing of potential corporate customers, middle and senior managers and ordinary employees with strong economic strength.

4. Broaden our thinking, actively strive for cooperation channel resources and carry out marketing activities. Such as insurance companies, guarantee companies and other cooperative units.

(3) Do a good job in customer segmentation and promote customer marketing in an orderly manner.

1. Focus on strengthening customer marketing to target customers. Keep paying attention to and tracking the target customers, and attract customers to do business and buy products in our bank through various channels (deposits, loans, wealth management, insurance, etc.). ), so as to meet the identification standards of our high-end customers.

2. Make use of telephone calls, home visits, birthday greetings, holiday greetings, new product promotion, etc. to enhance emotional communication with customers and improve customer loyalty, so as to further develop business and promote products.

(4) Do a good job in network services and create a pleasant business environment.

1. Improve the service quality of outlets, pay special attention to service details, such as greeting etiquette, answering customers' questions, etc., create a good service environment, and comprehensively improve customers' service experience in handling business at our outlets.

2. Provide differentiated and high-quality services for mid-to high-end customers. When high-quality customers come to the bank to handle business, the account manager can accompany them to help them solve the problems encountered in the process of handling business and further communicate their business needs.

6. Who can help me talk about how bank account managers should do public-private joint marketing!

Public-private linkage? As the name implies. Private account managers can develop corporate account managers, employees and executives of client companies. , explore the demand; For public account managers, you can develop the business needs of private account managers, some high-end customers, companies or senior leaders.