Summary speech of bank marketing work in peak season

article 1: bank's speech in peak season

talk at the bank's marketing promotion conference in peak season at the end of the year

fellow travelers:

good morning, everyone.

　? 28 is a crucial year for our bank. In order to achieve better and faster growth, the Party Committee of the branch made a study and decided to start from? Year? Month? Solstice? Year? Month? Day, year-end, year-end, year-end and first-quarter golden seasons are carried out in the whole bank. Peak season marketing? Hundred days of competition activities. Our marketing theme in this peak season is: gather together, catch customers, compete for the market and promote growth. The overall thinking is: take the peak season marketing as an opportunity, highlight key points, accelerate the growth of strategic businesses such as personal private banking and intermediary business, lay a solid foundation for the growth of the whole year, unite the strategic transformation of outlets, optimize the business layout and income layout, and constantly improve the comprehensive filial piety and dividend means of personal private banking and intermediary business. According to the meeting schedule, let me talk about the arrangement of marketing in peak season and private banking in the coming year.

first, organize wholeheartedly, popularize and drive, and carry out it in a down-to-earth and useful way, okay? Peak season marketing? Activity

Our marketing activity in this peak season is to focus on cost creation, and according to the market operation discipline, increase the marketing and growth efforts to respond to customers and products in special time periods, so as to achieve phased achievements in related business growth. The detailed policies are as follows:

1. Ordinary deposits

? 1 million yuan, when will it be added? 1 million yuan. The average daily increase of corporate deposits in China? 1 million yuan, when will it be added? One hundred million yuan; Personal private deposits increase daily? 1 million yuan, when will it be added? 1 million yuan.

2. Personal loans

Personal loans are newly added? Ten thousand yuan; Among them: is there a new personal funeral loan? Ten thousand yuan; Personal private housing loans increased? Ten thousand yuan;

3. Credit card business

1. Debit card loss:? Ten thousand yuan; What is the loss of the credit card? Ten thousand yuan.

　2)? Card issuing plan? Zhang, in the construction of a miracle unit, the customer issued a card to arrive? Zhang; Credit card activity rate is 5%; Financial card issuance? Zhang; Debit card issuance? Zhang.

3) e-banking: has the cumulative proportion of the whole bank reached in the first quarter? %; The cumulative proportion of all outlets in the whole bank is not less than? %, new e-banking customers? Household, a personal online banking? Household, corporate customer? Household, mobile banking? Household, SMS care? Household; 5 new corporate online banking withholding customers were added, and the door-to-door return visit rate for heavy customers and advanced online banking customers reached 1%.

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

First, we should strengthen leadership and organize in place. In order to ensure the smooth development of marketing activities in peak season, the city bank was founded by? Accept the team leader, and other banks will be the deputy team leader, and the office,? Department,? The Ministry should seriously pay the members? Peak season marketing? Lead the team in the competition. Each unit should also create a response organization, carefully arrange and implement the progress, draw up practical and useful auditing steps and detailed policies, and 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 the market information, aim at the incident policy, increase the publicity, promotion and promotion of products, and strive to grab the market. For peak season marketing, it is often necessary to build momentum, have a propaganda lineup and a promotion lineup. Where should each unit be? Double festival? In the era, to carry out flexible, vivid and novel publicity activities, besides hanging banners, putting up posters and placing publicity leaflets at business outlets, we should carry out them? Send blessings, longevity and good luck? And key customers? Friendship? Gala? And other activities, we should popularize our products, our work and our employees, create a smooth and orderly incident mechanism and a strong incident atmosphere, and create our marketing lineup in the peak season.

thirdly, it is necessary to segment the market and highlight key marketing. Each unit should seriously explain its economic situation and identify its own growth focus and upper hand; It is necessary to divide the market in detail, establish a policy customer group, work out a detailed marketing plan, and carry out marketing events in a targeted manner according to the extraordinary financial needs of customers in the New Year's Day and Spring Festival era. What do the lower-level business outlets do in the preliminary preparation? Four implementation? That is, put the four identities of customer, deposit, time and employee in place in advance and do it in peak season marketing? Five walks in? , that is, into the structure, into the enterprise, into the community, into the customer, into the city, often to do business with the company? The opportunity of the times to visit customers, fully understand the environment for customers to plan and manage, grasp the capital needs of customers, and provide all-round financial services to win customers' trust and win deposits. Want to inherit and carry on? 1 customer managers? Into the enterprise activities, strengthen the savings projects and policies of customer credit marketing events. Personal private business should seize the most useful and highest return customer groups. Total number of customers? Rich customers and rich customers are the primary profit sources of personal private banking business at present and in the future. Should we enrich the operation? System, subdivide existing customers and market segments, identify VIP customers, organize different services, handle our existing VIP customers well, and promote the loyalty of personal customers to our 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 saving real estate and other targets, and vigorously market personal private housing loans to lay a wonderful foundation for business growth throughout the year. Intermediate business should be adopted? Break the point? Strategies, vigorously expand new products such as agency insurance and agency securities, attach importance to cultivating institutional customers, and cultivate new points of intermediary business income. In international business, foreign exchange business promotion meetings at different levels should be held for targeted customer groups to form an integrated service system of selecting customers, handling customers and keeping customers unchanged. In the era of business activities, all business lines should draw up customer marketing guidelines to provide services for useful marketing of lower-level banks.

fourth, we should optimize product mix and strengthen cross-marketing Through the combination marketing of credit, payment and settlement, acting as an agent and personal financial management, we can realize the cross-selling of personal and private business. In-depth study on the market growth trends, explore the needs of customers, increase the cultivation of new addition points of personal private financial intermediary business, such as personal entrusted loans, personal personal financial management, and personal agency, and do our best to make it bigger as soon as possible, thus forming a strong support for the rapid increase of intermediary business. Increase support for the fund's agency business, enrich the operation of various resources, hire professionals to hold various situation training courses, constantly improve the professional quality of securities sales staff at the front desk, 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, we should pay close attention to key businesses such as agency insurance and promote the rapid increase of intermediary business. At present, it is inevitable and imperative to develop key businesses such as agency insurance and promote intermediate business income as soon as possible. Judging from the planning situation and the Bank's growth strategy, under the background of economic and financial integration in the world, when the cost constraint becomes the bottleneck of the growth of the banking industry, it is no longer possible to deal with the future retention and growth problems of trading banks simply by relying on growth credit business. Therefore, it is an important mission in front of us to mediate our business layout and income layout. Therefore, the Bank is vigorously promoting the strategic transformation, from the traditional credit-supporting increase method to the balanced growth model such as asset debt and intermediate 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 the agency insurance business. We should be familiar with the importance of insurance agency business from the high angle of broadening income channels and improving cost, and we should put this familiarity into the lower-level employees, so that employees can change from passive marketing to active marketing and grow insurance agency business vigorously and quickly. From the policy orientation of the superior bank, In, the superior bank will implement a piece-by-piece incentive policy for the planned business products, that is, for the planned business products that can be directly realized by individuals and the completed environment can be accurately measured by people, the superior bank will implement an incentive plan with a clear plan to individuals, and the branch will directly encourage the sales of employees at the front desk on a piece-by-piece basis according to the requirement that the voucher is not lower than that of the superior bank. The products of piecework encouragement include agency insurance business income in intermediary business, consignment of industrial products, 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 the agency insurance business in the KPI index check, which increased the resource setting and check of this business. Judging from the recent growth of the insurance business in our administrative office, there is still a big gap in the insurance business in our administrative office at present. Stop the end of November and only realize the agency insurance fee income of? Ten thousand yuan (the same period? Bank's agent insurance fee income arrives? More than 1, yuan), the operating income of a life insurance agency in the counter? Ten thousand yuan, acting property insurance business income? Ten thousand yuan, the agency insurance business income ranked 14th in the province, and the four major banks in the mainland ranked last. What is the proportion of the mainland market in the counter consignment insurance business? %, and the superior bank intends to account for the mainland market? %, and the local economic level, and the requirements of the superior bank, and our own growth rate are very mismatched, and the gap is equal. Therefore, it is urgent to operate the favorable opportunity of peak season marketing and vigorously develop the agency insurance business. Therefore, three methods should be adopted:

1. Vigorously develop the counter agency life insurance business. Stalemate? Mutual customers, * * * sharing resources? The concept of mutual assistance between banks and insurance companies is related to the mutual assistance of various insurance companies. Each planning unit should prove the relevant furnishings of the city branch, set up a similar negotiation mechanism with the life insurance unit at the same level on schedule, exchange information, and truly enjoy the customer resources, product resources and channel resources, so as to achieve mutual help and win. Strengthen the management and control of outlets, reduce the phenomenon of zero single outlet, effectively improve the average network capacity and market share, and ensure the smooth completion of business indicators and the mission of various competition activities.

2. In order to speed up the growth of industrial insurance business in our administrative office, cultivate new business points, and change the current practice that all individual loan business of our bank is underwritten by an underwriting company. Within the prescribed scope, in principle, the underwriting company will be abolished, and the insurance company will provide insurance for industry and people instead, so as to refine customers, break up the underwriting company's underwriting risks and increase our intermediate operating income. This plan will be tested next year, and all planning units must implement it seriously.

　3、? In, our bank continued to issue the "? Binding marketing plan ","? Step by step ",has made a relevant demarcation between the agency insurance business and the binding marketing of assets and debt business of our bank, but from the implementation environment, it is not very satisfactory, especially the proportion of industrial insurance agency for collateral of public credit customers is still low. In the first quarter of next year, all planning units must strictly implement the plan and implement the demarcation, ensure that the insurance business foundation of our credit customers is managed by our office, and realize the breakthrough growth of agency insurance business.

Sixth, it is necessary to improve the quality of service and strengthen the competitiveness of channels. At the end of the year, customers buy and sell business frequently, and the counter pressure of outlets is great. The lobby manager of each outlet must be in place, focusing on planning the area on the counter surface; Under the condition of maintaining and expanding key customer groups, serious people in outlets should put the primary spirit into the AB foot color of the manager in the baggage lobby 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 business is busy. It is necessary to increase the inspection of self-service equipment and improve the operation rate of self-service equipment.

Seventh, it is necessary to strengthen the supervision and ensure that the methods are in place. During the peak season, the leaders of the marketing activities should divide the work according to the documents, go deep into the lower level and strengthen supervision. The leading part of each line should hold regulation on schedule, and the key products should be delivered every five days. At the same time, as the primary responsibility part of the competition activities, all business parts should get to know the environment, study their thoughts and guide the development of the activities, especially pay attention to exploring and popularizing successful marketing cases, so as to impress, enlighten and guide the marketing events of the whole bank with the work generated around them.

Second, improve the quality, tap the potential, and conduct comprehensive marketing to promote the sound and rapid growth of personal private banking

? 28 is a crucial year for the growth of personal private banking. According to the energy and requirements of the superior bank, we have determined that the thinking of personal private banking business in the next year is: through three channels, we can realize two changes and reach one policy. One of the three channels is to increase the training of customer 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 clarify the business growth priorities of outlets, create characteristic stores, and promote output compliance; The third is to fully implement the customer-centered planning concept, improve the degree of different things, 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 make customers feel that our bank is realizing asset appreciation for customers themselves by choosing appropriate products from the customer's attitude, so as to realize the second change, that is, to change the planning tricks of soliciting customers to take the initiative to market customers. One policy is to improve the bonus means of outlets and personal business of the whole bank and strengthen the competitiveness of personal business market. For this reason, the personal private banking incident will focus on the following five aspects:

First, do a good job in peak season marketing to ensure the steady increase of personal debt business. Personal private deposit is the primary source of low-cost funds in the whole bank and an important guarantee for the increase of benefits in the whole bank. But in the past two years, the increase of personal private reserve deposits has always been unsatisfactory, especially in the peak season. In order to completely reverse this ostentation and extravagance, In 28, according to the mediation of the higher-level bank on the location of outlets, the relevant business departments of the municipal bank should go deep into all branches and outlets, and discuss with the lower-level outlets to explore the potential and add points of the deposit market, in an effort to achieve the personal debt index 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 process of hierarchical positioning and characteristic work of outlets, market key customer groups with key and characteristic products, and launch other businesses to cooperate with growth with this characteristic business, so as to comprehensively promote the dividend means of outlets. When explaining the competition in the same industry, we should highlight our competitive advantage on the basis of legal compliance planning. It is necessary to point out in particular that the Party Committee of the Bank of China is very considerate of the market share of all planning units in the same industry in the Mainland, especially the four major trading banks. Because the market share represents the combat effectiveness, cohesion and competitiveness of a unit, whether it is deposits or personal private assets, whether it is insurance agency or credit card marketing, it must be related to? Ok,? All right, let's run and watch.

the second is to strengthen training and comprehensively improve the quality of employees. ? In 28, we will strengthen the business training for the customer management team of the whole bank with the help of the platform of the superior bank, so that the front desk staff can provide high-quality, efficient and personalized financial services, make customers feel that the Bank is not only a bank providing financial services, but also a trustworthy partner, and reach the radiation effect of customers recommending our marketing to their partners. In the training, we should focus on the promotion of customer identification means, so that customers can slowly feel the noble experience in each stage and share this experience with their own partners. The publicity effect of customers on customers is how much spirit we spend.