How to Improve the Market Competitiveness of County Sub-branches of Agricultural Bank of China

A preliminary study on the path to enhance the competitiveness of county agricultural banks

(1) Network transformation is the top priority. The first is the reasonable layout of outlets. By deploying "transfer phone", infiltrating electronic products, developing rural "information workers" and other measures, the service "corner" will be extended and the effective "contact extension" of network services will be realized. The second is the transformation of outlets. Improve the functional division of outlets and equip them with sufficient marketing personnel and facilities. Adhere to the system of morning meeting, evening party and weekly meeting of outlets, refine the marketing responsibility process, and achieve the goal of transformation and development of outlets. The third is to speed up the construction of the marketing system in the experience area and lobby of outlets, improve the customer identification and trading system at the counter of outlets, optimize business processes, adopt and fully implement the civilized and standardized service and marketing skill introduction project of outlets, and provide corresponding assessment and incentive measures to promote the transformation of entity outlets from "passive trading" to "active marketing".

(2) Customer building is the key. First, we must comprehensively strengthen customer development. Insight into the new trend of county economic development, capture all kinds of customer information as soon as possible, subdivide the customer market, set up a marketing team and effectively expand customers. Focus on marketing ABC's electronic products, card business, collection and payment business, opening accounts and locking loan customers. Second, we must comprehensively strengthen the construction of high-quality customers and promote the improvement of customer quality. Effectively use the company's customer relationship management system and personal high-quality customer management system, do a good job in customer information collection, customer information maintenance and customer telephone invitation door-to-door service, and comprehensively strengthen the construction of efficient company customers and high-quality individual customers by upgrading target customers, expanding existing customers and tapping potential customers. Third, we should take small and medium-sized enterprises and individual retail business as the main breakthrough, actively compare advantages, and make people have their own strengths. In supporting small and medium-sized enterprises and local economic development, we can introduce convenient credit business types such as civil servant credit loans, margin loans, facade mortgage loans, revolving loans, accounts receivable pledge loans and counter-guarantee loans, and take measures such as simplifying loan approval procedures and appropriately relaxing loan guarantee conditions.

(3) Product innovation is an important foundation. First, make every effort to create the brand advantage of connotation innovation. Actively innovate online banking, telephone banking, mobile banking, SMS and other service functions, and strive to enrich the connotation of various channels, enhance the competitiveness of the industry and attract customers. Second, meet customers' realistic needs for diversification of financial products. Aim at personal automobile mortgage, and make every effort to create the brand advantage of connotation innovation. According to the growing demand for personal housing mortgage loans, we will set up personal car credit card installment repayment business in time and set up a professional team to market personal housing mortgage loans in time; According to the characteristics of farmers' production and operation and the demand for funds, we will promote farmers' microfinance in a timely manner and promote the marketing of various products. Third, relying on the new agricultural insurance agency to collect and distribute social security funds, promote social security cards and benefit farmers cards, and simultaneously market series products. For example, in towns and villages without outlets, transfer phones mainly serving new rural insurance customers are deployed to effectively divert counter business and increase the income of e-banking business. At the same time, the transfer phone owner will be developed into an "information officer" of the Agricultural Bank of China, making it a new position to promote the products of the Agricultural Bank of China. The fourth is to highlight the characteristics of "agriculture, rural areas and farmers" customers and innovate ABC's financial products in a forward-looking way. In terms of serving urban and rural areas, we can launch applicable and personalized financial products to provide customers with "tailor-made" financial services.

(D) Team building is the internal support. First, introduce professionals and improve the personnel structure. In the future, domestic finance urgently needs the following talents: product development talents, account managers, compound talents, management talents, legal talents and accounting talents. After a certain transition period, we should gradually establish a high-quality and high-level staff to supplement the shortage of talents for the county agricultural bank in time. Second, make good use of existing talents and put an end to talent waste. Good steel should be used on the blade, so as to achieve the strategy of "the wise take their wisdom, the brave take their strength, the fool take their strength, and the timid take their caution" and take their strengths. Do not create a relaxed and strict working atmosphere for outstanding talents, create a good working environment, and let outstanding talents be willing to work and do a good job. Third, strengthen on-the-job training and improve the overall quality of employees. Fourth, multi-channel shunt placement of surplus personnel, smooth staff "retreat."

(5) Mechanism innovation is the core driving force. First, improve efficiency and optimize process reengineering and marketing system. In accordance with the principles of being close to the market, close to customers, streamlined and efficient, and symmetrical rights and responsibilities, we will improve the authorization management of credit business and expand the credit approval authority. We should give some operational autonomy in credit preferential policies and interest rate pricing mechanism. For the credit business that exceeds the authority, it shall be vertical first and then horizontal, and the customer department shall report it to the bank customer department that has the right to approve it step by step, regardless of the intermediate links, and establish a time-limited service mechanism and an up-and-down linkage mechanism linked with interests. For high-quality customer credit business, open a green channel and implement special affairs. Second, in the construction of customer relationship, in order to change the situation that the company's business departments are engaged in asset business alone, all outlets can be used as the front desk for asset marketing, so that colleagues engaged in deposits can grasp loans and truly realize the integration of deposit and loan business.

(VI) Service innovation is the magic weapon to win. First, innovate the service concept and solidify the civilized service attitude. In accordance with the requirements of refinement, refinement and practicality of civilized service standards, we will solidify civilized service standards and improve the overall service level of county agricultural banks. The second is to innovate service means. At present, there are still 8 townships in Sui County that have not set up outlets. For towns and villages that cannot set up physical outlets in the county, unmanned self-service areas can be set up, advanced self-service equipment can be installed, the overall business share and coverage can be comprehensively improved, the cash transaction ratio of offline self-service equipment and the intensive management level of equipment can be continuously improved, and efforts can be made to build a self-service brand. The third is to optimize the service process and flexible service methods. As far as deposits are concerned, deposits are the foundation of banks. In this tough battle of "Spring Action", all outlets can adhere to the link between deposits and loans, so as to absorb deposits by loans. Anyone who borrows from our bank must have a deposit account and balance in our bank, and inform the customer of this rule, which effectively puts an end to the phenomenon of "running away" of customer funds, and potential customers who are interested in lending also transfer their deposits into it. The fourth is to improve service channels. Use the personal quality customer management system to enrich the relevant information of individual VIP customers, implement the differentiated service of "integration of people and households" and the "four packages" management of individual VIP customers by insiders. The fifth is to innovate the service system. It is suggested that the standard of small account management fee should be lower than that of city banks, and the collection of annual fee should also distinguish between different objects. For example, stable enterprises that pay more than 100 households can be exempted from annual fees and production fees. For old customers who have held fixed accounts for a certain period of time, they can consider giving preferential remittance fees as star customers.