Summary speech on bank marketing in peak season

Article 1: Bank statements in peak season

Speech at the marketing drive meeting of the bank in peak season at the end of the year

Fellow travelers:

Good morning everyone.

XX is a crucial year for banks. In order to achieve better and faster growth, the Party Committee of the branch decided to take the end of the year and the first quarter from XX to XX as the golden season of operation, and launched a "peak season marketing" 100-day competition throughout the bank. Our marketing theme in this peak season is: get together, seize customers, compete for the market and promote growth. The general idea is: take the peak season marketing as an opportunity, highlight key points, accelerate the growth of strategic businesses such as personal private banks and intermediary businesses, consolidate the growth foundation for the whole year, combine the strategic transformation of outlets, optimize the business layout and income layout, and constantly improve the comprehensive filial piety and dividend distribution means of personal private banks and intermediary businesses. According to the++meeting schedule, let me talk about the marketing and private banking arrangements in the peak season next year.

First, organize, promote and drive wholeheartedly, and effectively carry out the "peak season marketing" activities.

Our marketing activities in this peak season are centered on cost creation, and according to the laws of market operation, we will increase the marketing and growth efforts to respond to customers and products in special time periods, so as to achieve phased results in related business growth. The specific policies are as follows:

1, deposit as usual

As usual, deposits will increase by × billion yuan every day and by × billion yuan every time. The average daily increment of enterprise deposits is × 1 billion yuan, and the time point is × 1 billion yuan; Personal private deposits will increase by × billion yuan every day and by × billion yuan every time.

2. Personal loans

Personal private loans increased by × 10,000 yuan; In which: personal _ funeral loan increased by × 10,000 yuan; Personal private housing loans increased by × 10,000 yuan;

3. Credit card business

1) Debit card _ loss reporting amount: × 1 ten thousand yuan; Credit card _ loss amount × ten thousand yuan.

2) X card will be issued to X card, and customers of Miracle Company will be sent to X card; Credit card activity rate is 50%; * issued wealth management card; Debit card issuance × pieces.

3) E-banking: In the first quarter, the cumulative proportion of the whole bank reached ×; The cumulative proportion of all outlets in the whole bank is not less than ×%, with new e-banking customers ×, personal private online banking ×, corporate customers ×, mobile banking ×, SMS care ×; 50 new corporate online banking withholding customers were added, and the return visit rate of heavy customers and senior online banking customers reached 100%.

In order to fully fulfill the mission of peak season marketing, we should focus on the following aspects:

First, we must strengthen leadership and organize in place. In order to ensure the smooth development of marketing activities in peak season, the city bank set up a leading group for "Marketing in Peak Season" competition, with XX as the leader and other banks as the deputy heads. The heads of the office, XX department and XX department should pay their employees seriously. Each unit should also create a response organization, carefully arrange the implementation progress, and formulate practical and useful audit steps and detailed policies to truly replace the enthusiasm of generous employees.

The second is to popularize publicity and create an atmosphere. In the peak season marketing era, it is necessary to enrich market information, increase product publicity, promotion and sales promotion according to event policies, and strive to seize the market. In peak season marketing, it is often necessary to create momentum, have a propaganda lineup and a promotion lineup. In the "Double Festival" era, all units should carry out flexible, vivid and novel publicity activities. In addition to hanging banners, putting up posters and putting up leaflets at business outlets, we should also carry out activities such as "sending blessings, longevity and good luck" and "getting together" with key customers to publicize our products, our work and our employees and create a stable and orderly activity atmosphere.

The third is to segment the market and highlight key marketing. All units should carefully explain their economic situation and identify their growth priorities and advantages; It is necessary to divide the market in detail, establish a policy customer base, formulate a detailed marketing plan, and carry out targeted marketing activities according to the extraordinary financial needs of customers in the New Year's Day and Spring Festival era. The subordinate outlets should achieve "four realizations" in the preliminary preparation, that is, put the four identities of customers, deposits, time and employees in place in advance, and achieve "five entrances" in the peak season marketing, that is, the opportunity to enter the structural era, the enterprise era, the community era, the customer era and the city commercial times to visit customers, fully understand the planning and operating environment of customers, grasp the capital needs of customers, and provide all-round financial services to win. It is necessary to go deep into enterprises to carry out the activity of "managing 100 customers" and strengthen the credit marketing of savings projects and customers. Personal business should seize the most useful and rewarding customer groups. Fenggong * * * rich customers, which account for × of the total number of customers, are the primary profit source of personal private banking at present and in the future. It is necessary to enrich the operation system, subdivide existing customers, subdivide the market, identify VIP customers, hold differentiated services, handle our existing VIP customers well, and enhance the loyalty of individual and private customers to the Bank. Real estate finance business should separate developers, real estate and customer groups in detail, seize the opportunity of capping real estate, do a good job in the goal of housing stock, and vigorously market personal and private housing loans to lay a good foundation for business growth throughout the year. Intermediary business should adopt the strategy of "breaking the key points", vigorously expand new products such as agency insurance and agency securities, attach importance to cultivating institutional customers and cultivate new income points of intermediary business. In international business, it is necessary to hold different levels of foreign exchange business promotion conferences for target customer groups, and form an integrated service system for selecting customers, handling customers and protecting customers. In the era of business activities, all business lines should draw up customer marketing guidelines to provide services for the useful marketing of lower-level banks.

Fourth, optimize product structure and strengthen cross-marketing. Through the combined marketing of credit, payment and settlement, agency and personal finance, cross-selling of personal and private businesses can be realized. In-depth study on the market growth trend, tap customer demand, increase the cultivation of new growth points of personal private financial intermediary business such as personal entrusted loans, personal wealth management and personal agency, and strive to expand as soon as possible to form a strong support for the rapid growth of intermediary business. Increase support for fund agency business, enrich the operation of various resources, hire professionals to hold various situation training courses, continuously improve the professional quality of front-desk securities sales staff, vigorously promote personal international remittance business and direct remittance business of Bank of America, and broaden the income channels of foreign exchange intermediary business.

Fifth, pay close attention to key businesses such as agency insurance and promote the rapid growth of intermediary business. At present, it is imperative to develop key businesses such as agency insurance as soon as possible and promote the income of intermediary business. Judging from the planning situation and the growth strategy of banks, under the background of world economic and financial integration, when cost constraints become the bottleneck of banking growth, relying solely on growth-oriented credit business can no longer cope with the future retention and growth of transactional banks. Therefore, it is an important mission for us to reconcile our business layout and income layout. Therefore, the bank is vigorously promoting the strategic transformation, from the traditional credit-supported growth mode to the balanced growth mode such as assets and liabilities and intermediary business. The change of trade mode requires us to change our way of thinking, including strengthening the charging business process and improving our familiarity with insurance agency business. We should be familiar with the importance of insurance agency business from the perspective of broadening income channels and raising costs, and implement this familiarity to lower-level employees, so that employees can change from passive marketing to active marketing and develop insurance agency business vigorously and rapidly. Judging from the policy orientation of the superior bank, the superior bank will implement the piecework incentive policy for the planned business products in XX, that is, the planned business products can be directly realized by individuals, and the completion environment can be accurately measured by people. The higher-level bank implements the proportion of direct manual hook-up, and the scheme is clear to individuals. The branch voucher is not lower than the hook-up ratio of the higher-level bank, which directly motivates the front desk sales staff. Products encouraged by piecework include insurance agency business income, industrial products consignment, personal loan business, new personal high-end customers, new e-banking customers and reputation card business. At the end of this year, the superior bank also included insurance agency business in the KPI assessment, which increased the resource setting and assessment of this business. Judging from the recent growth of insurance business in our administrative office, there is still a big gap in insurance business in our administrative office at present. By the end of 10, only the agency insurance fee income was × 10,000 yuan (in the same period × the bank agency insurance fee income reached × 10,000 yuan), the agency life insurance business income was × 10,000 yuan, and the agency property insurance business income was × 10,000 yuan, ranking sixth in the province. The mainland market share of China's counter consignment insurance business is ×%, while the mainland market share planned by the superior bank is ×%, which is quite different from the local economic level, the requirements of the superior bank and our own growth rate. Therefore, it is urgent to make use of the favorable opportunity of peak season marketing to vigorously develop insurance agency business. Therefore, we should adopt three methods:

1. Vigorously expand the counter agency life insurance business. The concept of mutual assistance between banks and insurance companies, that is, "common customers * * * share resources", has deepened the relationship with the assistance of various insurance companies. All planning units should prove the relevant facilities of city branches, establish similar negotiation mechanisms with life insurance units at the same level on schedule, exchange information, truly enjoy customer resources, product resources and channel resources, and achieve mutual assistance and win-win results. Strengthen the management and control of outlets, reduce the phenomenon of zero single outlets, effectively improve the average network capacity and market share, and ensure the smooth completion of business indicators and various competition tasks.

2. In order to speed up the growth of industrial insurance business in our administrative office and cultivate new business points, we should change the current practice that all personal loan businesses of our bank are underwritten by insurance companies, and cancel the performance underwriting of insurance companies in principle within the prescribed scope, and change from insurance companies to provide insurance for industries and people, thus refining customers, dispersing the underwriting risks of insurance companies and increasing the income of our intermediate business. This plan will be tried out next year, and all planning units must conscientiously implement it.

3. In 2006, the Bank issued a × bundling marketing plan and × management steps, which clarified the bundling marketing of assets and liabilities between insurance agency business and the Bank. However, from the implementation environment, it is not very satisfactory, especially the proportion of industrial insurance agents who provide collateral to public credit customers is still low. In the first quarter of next year, all planning units should strictly implement the plan, implement the demarcation, and ensure that the insurance business foundation of our credit customers is managed by our bureau, so as to achieve breakthrough growth in insurance agency business.

Sixth, improve service quality and enhance channel competitiveness. At the end of the year, customers bought and sold business frequently, and the outlets were under great pressure. The lobby manager of each outlet must be in place, focusing on planning the counter area; In the case of maintaining and expanding key customer groups, serious people in outlets should focus on the AB color of the manager of Li Da Hall in order to accurately identify and retain high-end customers. In the era of two festivals, it is necessary to arrange the business hours of outlets fairly and scientifically, do a good job in flexible scheduling system, and strive to open more business windows when the business is busy. It is necessary to strengthen the inspection of self-service equipment and improve the operation rate of self-service equipment.

Seventh, it is necessary to strengthen the transfer of supervision and ensure that the methods are in place. During the peak season, the leaders of marketing activities should divide their work according to the documents, go deep into the subordinates and strengthen supervision. The leading part of each line should be adjusted on time, and key products should be delivered every five days. At the same time, as the primary responsibility part of competition activities, all business departments should understand the environment, study ideas and guide the activities, especially pay attention to discovering and popularizing successful marketing cases, and impress, enlighten and guide the marketing events of the whole bank with the work generated around them.

The second is to improve the quality, tap the potential, and promote the sound and rapid development of personal private banking.

X year is a crucial year for the growth of personal private banking business. According to the energy and requirements of the superior bank, we have determined that the idea of individual private banks next year is to realize two changes and reach a policy through three channels. One of the three channels is to increase the training of account managers, lobby managers and front desk tellers, improve business skills and work level, and promote obedience; Second, according to the positioning of outlets and the characteristics of surrounding customers, we should make clear the growth focus of outlets, create characteristic stores and promote output compliance; The third is to fully implement the customer-centered planning concept, improve the degree of abnormality, and further improve customer satisfaction. The first change is to change the planning mode of marketing customers with products. Under the guidance of the customer-oriented concept, we can start from the customer's attitude, and let customers feel that our bank is realizing asset appreciation for customers themselves by selecting suitable products, thus realizing the second transformation, that is, changing the planning tactics of attracting customers and taking the initiative to find customers until customers market them. One policy is to improve the bank's outlets and personal business incentives to strengthen the market competitiveness of personal business. To this end, personal private banking incidents will focus on the following five aspects:

First, do a good job in peak season marketing to ensure the steady growth of personal debt business. Personal private deposits are the main source of low-cost funds and an important guarantee for the growth of the bank's benefits. However, in the past two years, the increase of personal private reserve deposits is always unsatisfactory, especially in the peak season. In order to completely reverse this ostentation and extravagance, it is necessary to go deep into branches and outlets according to the mediation of higher-level banks on the location of outlets, learn from lower-level outlets, tap the potential and growth point of the deposit market, and strive to achieve personal debt indicators in the first quarter. At the same time, the two banks should cooperate with each other to determine the key growth products of outlets, speed up the hierarchical positioning and characteristic work process of outlets, market key customer groups with key and characteristic products, and launch other businesses to cooperate with growth, so as to comprehensively promote the dividend distribution means of outlets. When explaining the competition in the same industry, we should highlight our competitive advantages on the basis of legal and compliance planning. What needs to be pointed out in particular is that the Municipal Party Committee has considered the market share of all planning units in the same industry in the Mainland, especially the market share of the four major trading banks. Because market share represents the combat effectiveness, cohesion and competitiveness of a unit, whether it is deposits or personal assets, whether it is the marketing of insurance agencies or credit cards, it must be compared with X and X.

The second is to strengthen training and comprehensively improve the quality of employees. In × year, we will use the platform of the superior bank to strengthen the business training for the customer management team of the whole bank, so that the front desk staff can provide high-quality, efficient and personalized financial services, so that customers can feel that banks are not only banks providing financial services, but also trustworthy partners, and realize the radiation effect of marketing banks on partners. In the training, we should focus on promoting customer identification methods, so that customers can slowly feel the noble experience of doing things at each stage and share this experience with partners. This kind of customer-to-customer publicity effect is beyond our power.

The third is to improve financial management and create a new business brand. It is necessary to change the "one-on-one" marketing misunderstanding. You can't just talk about deposits, nor can you exaggerate the marketing that funds may be insured. It is necessary for us to change our skills at any time, keep more old customers and strive for more new customers. Therefore, it is necessary to take the international financial planner exam as an opportunity to set up professional financial planners, select departments and business units to set up financial centers or property centers, and broaden the results of business outlets. By authenticating the different business processes and scales of individual private high-end customers, we can provide convenient and fast differentiated services and differentiated pricing, implement the one-on-one service of account managers to high-end customers in detail, dig deep into hidden customers, assign account managers to maintain them, strive to achieve a maintenance rate of 65,438+000%, and truly realize the wealth management and value-added of customers. Through this similarity with high-quality high-end customers and value-added wealth management, we can improve customer loyalty and dependence and gradually establish a stable customer base.

The fourth is to vigorously promote strategic business and promote the dividend-paying means of intermediate business products. With the spread of RMB business in foreign banks, individual high-end customer groups, especially strategic businesses such as personal intermediary business, reputation card and electronic banking, have increasingly become the core of competition. In XX, we should take fund business and agency insurance as the breakthrough point, accurately gather marketing exchange meetings as the skill, and use wealth management cards as the platform to expand the brand effect of high-end customer value-added services, seize the fixed high-end and high-end customer positions, increase the publicity and marketing of intermediary business products, and improve the efficiency and filial piety of personal intermediary business products. In the marketing of a card, it is necessary to focus on the growth of the cardholder in the structural miracle unit. The employees of the structural miracle unit of × 10,000 people in our city are the most important policy customer groups that can bring huge benefits, and must be broken through in ×. While marketing a card with a miracle unit, we should take a wealth management silver card for supporting marketing. . In the growth of e-banking, we should focus on the following four aspects: increasing the number of transactions of existing customers, increasing the number of corporate online banking customers, and realizing the beneficial diversion of online banking on behalf of customers and counter business. While increasing the proportion and income of online banking, we will free up more resources to deal with mid-to high-end customers. According to the data obtained from the network reconstruction project of the superior bank, only 65,438+00% of the financial services provided to corporate customers are the transactions conducted by customers at outlets. When dealing with private finance, the proportion of necessary customers joining the trading business is 565,438+0% of the current trading business. It can be seen that at this moment, a large number of buying and selling businesses of outlets belong to the internal accounting treatment rewards and punishments of banks, and these things have nothing to do with customers. This kind of business is put in the foreground, which takes up a lot of network resources, manpower and time. Every network has to work repeatedly, and the cost of doing things in the bank is too high. It is necessary to hold a gathering of supporters and deal with rewards and punishments in batches.

The fifth is to further strengthen marketing and maintain the healthy and rapid growth of personal loan business. In terms of personal funeral loans, we should focus on high-quality institutional corporate customers' bulk credit and personal business loans, inherit high-end personal credit and personal funeral loans, and encourage growth; In the personal and private housing loan business, there is no "dead angle" in real estate marketing, and the marketing strategy of "focusing on mortgaged properties one by one and focusing on mortgaged customers one by one" is adopted. First, actively visit real estate development enterprises, get close to enterprises and plan changes in the environment, understand the business needs of enterprises in real time, and do business well in the first time. Second, we should further improve the obedience and quality of service, improve the comprehensive quality of account managers, especially the quality of receptionists, and provide customers with quality and caring services. Third, it is necessary to further increase the proportion of individual and private housing loans in the mainland market. In, the growth rate of domestic peers in all branches should reach or exceed 65%, so as to achieve balanced growth of business areas. Fourth, further strengthen loan management, cancel the "interview" system of personal housing loan business, and strictly review the repayment methods of borrowers. It is necessary to take the personal loan center as a platform, expand the radiation scope of personal loans, maintain the steady growth momentum of personal loans through operating loans and comprehensive credit business for high-end customers, and at the same time increase the marketing efforts for high-quality companies and institutional customers, take the road of intensive growth, and realize the healthy and rapid growth of personal loans. On the deep excavation of customer resources of personal private loans. But at present, due to various reasons, the comprehensive filial piety of the customer groups in this department has not been fully explored. The key lies in the rupture of our marketing chain. The account manager of each link only pays attention to the things in his booth, but does not realize that he should recommend his customers to the account manager of the next link. In the coming year, all planning units and marketing front desk should focus on strengthening this event.

Dear colleagues, × year is a crucial year for us to achieve better and faster growth. Vigorously expanding personal and private banking business and effectively carrying out peak season marketing are important skills to ensure the annual policy. Let's devote ourselves to peak season marketing and various activities with full enthusiasm and confidence, and give back the trust and hope of the municipal party Committee with practical actions.

Thank you all.

Article 2: Bank statements in peak season

Good afternoon, colleagues and leaders. I am honored to make a statement on behalf of the customer department of the branch. Looking back on the past year, due to the influence of many subjective and objective factors, the credit business development of the sub-branch encountered unprecedented difficulties and challenges. Every corporate account manager of the sub-branch was physically and mentally exhausted, but our team did not give up fighting because of this. Although we had doubts and thought about giving up, I believe these will eventually become valuable experiences. Let me say something about peak season marketing:

1. Insist on taking the company's business as the center, define objectives and strengthen marketing.

After the divestiture of non-performing assets, the bank's loan business is very small. In this regard, I will do a good job in the following key tasks: First, we will promptly implement and promote the reported and proposed projects, and strive to put the reported projects into production as soon as possible and see early results; Second, do a good job in the service of large and medium-sized inventory enterprises, at the same time carry out in-depth marketing, and strive to improve our contribution and market share; Third, do a good job in the maintenance of small enterprises in stock, be responsible for guarding the land, and do a good job in post-loan management of customers who expose risks and potential risks; Fourth, increase the expansion of high-quality small business customers in the region, make good reserves and allocate them according to the best; Fifth, do a good job in the docking of government and enterprises, do a good job in tracking marketing to the finance bureau, industrial and commercial bureau and other departments in the region, obtain information through multiple channels, and seek marketing breakthroughs.

2. Take into account the marketing of a single silver product and do a good job of company linkage.

Actively respond to the layout of sub-branches, insert the marketing of personal banking products into customers' daily visits, focus on the recommendation and tracking of deposits, ETC cards, gold and other products, and strive to contribute to the personal banking business of sub-branches.

3. Strengthen their professional level and improve work efficiency. The company has many kinds of business, complicated processes and fast policy updates. Therefore, as a company account manager, it is necessary to improve their learning ability and initiative, keep abreast of the latest credit policies and new products, skillfully use the new operating system, and provide professional loans and financial services to customers. At the same time, on the basis of good study, improve your efficiency and allocate time reasonably.

Guys, the horn has sounded. Let's join hands and go all out to win this turnaround battle. I will also set an example, conscientiously do all the work in the peak season, and make my own efforts and contributions to the successful completion of all the tasks in the first quarter and the whole year for the branch. Thank you!

Article 3: Bank statements in peak season

Speech at the kick-off meeting of XXX Bank 20 10 Dear XXX, friends, good afternoon! Today, I am very happy to join you in the 20 10 Entrepreneurship Conference jointly organized by XXX Bank and XXX***. Today's meeting is a meeting to carry forward the past and forge ahead into the future. We just held an internal mobilization meeting for all staff last Thursday, and then we kept preparing. Today, I held a business kick-off meeting with XXX Bank, which made a good start in advance. Early preparation and early planning indicate that our business in 20 10 will be flourishing and smooth sailing! I'd like to take this opportunity to share some thoughts with you. Review and thank the close relationship and fruitful cooperation between XXX Bank and XXXX. Since the cooperation, the two sides have always adhered to the attitude of strategic cooperation, focused on the future thinking, sincerely cooperated, supported and helped each other, and created a model of cooperation. In 2009, the life insurance market continued to develop at a high speed and the competition became increasingly fierce, under the circumstances of constantly changing domestic and international economic environment and constantly strengthening market supervision. By the end of165438+1October 30th, XXX had realized a new single premium of RMB500 million, accounting for 23% of the market share of XXX bancassurance, and XXXX's dominant position in the bancassurance market was further consolidated. Fighting side by side and moving forward hand in hand, the new orders of XXX Bank reached 654.38+billion yuan in the whole year, of which 654.38+0.5 million yuan was paid in installments. Compared with last year's new orders and ten thousand installments, the business has declined, but it also shows that XXX Bank has huge premium space and development potential. In order to strengthen cooperation with XXX Bank, expand

The cooperation between the two parties has been fruitful, and at the same time, we have stepped up the construction of XXX Bank as the core main channel of our company. Before the arrival of the new year, make plans and arrangements in advance to ensure that the two sides will achieve better cooperation results next year. Here, on behalf of XXX branch, I would like to express my most sincere thanks to the leaders at all levels and all elite colleagues of XXX Bank for their strong support to our work! Thank you!

Second, the situation and goals stand at the starting line of 20 10, and our pressure is greater and our task is heavier. 20 10 is a challenging year. The market supervision of bancassurance channels will be further strengthened, and the environment for standardized operation will be further strengthened. But opportunities and challenges coexist! The demand and pressure to further expand the market share urge us to carry out more in-depth cooperation, fully develop the bancassurance business, and unswervingly consolidate the dominant position in the market. The development demand of XXX bank's intermediary business income promotion urges us to expand the bancassurance platform, optimize the business structure, vigorously develop the futures business, and strive to improve operational efficiency. Based on this, we have set the development goal of getting off to a good start in 20 10, that is, the new single premium of XX agent will exceed 100 million, and the future premium will exceed 10,000. Facing the huge potential of XXX bancassurance market, we should jump out of the plan to look at the market and keep an eye on the market for development. The setting of goals is only the direction and guidance of our development, and it is used to surpass it. Therefore, I believe that no matter how changeable and thorny the market is, as long as we make concerted efforts in Qi Xin, we will certainly create more glory in 20 10!