I. Guiding ideology
Adhere to the theme of accelerating the development of deposits. Seize the opportunity, adapt to market demand, increase deposit marketing efforts and expand the bank's deposit market share.
Second, organize and lead.
Set up * * branch? Hundred-day deposit contest? Work leading group, with President Wang * * * and Vice President * * as deputy heads, Vice President * * and Office * * and Marketing Department * * as members. There is an office in the office of the leading group. What is it specifically responsible for? Hundred-day deposit contest? Organization, liaison, coordination, supervision, scheduling and evaluation of marketing system construction.
Three. Current deposit status
The structural characteristics of the bank's deposits (including but not limited to: the basic structure of deposits, such as corporate deposits, savings and fixed-income ratio; High-end customers; Derivative deposits of major lenders, etc. ).
Fourth, the main problems of deposit decline
Judging from the overall deposit structure of * * sub-branch, the sharp fluctuation of demand deposits is one of the keys to the unstable growth of * * deposits. The exhaustion of savings deposits and excessive dependence on a single account are one of the main reasons that affect the sustained and steady growth of deposits in * * sub-branches.
(1) Stability factor: (1) Due to the influence of social and economic operation laws, various financial institutions will deposit a large number of volatile deposits and quasi-volatile deposits in a short period of time at the beginning of each year. However, this kind of deposit has high liquidity, low average occupation days and poor stability. Under the premise of no new and considerable new sources of deposits, it is necessary to invest more energy and go through a longer repair process to make up for the huge capital vacancy left by this part of deposits. This is one of the main reasons for the decline of deposits in * * sub-branches. (2) The fluctuation of individual customers' deposits greatly affects the stability of deposit funds in * * sub-branches, which is difficult to make up in the short term.
(3) Residents' consumption demand increases and their saving psychology weakens. The growth of new customer groups and the maintenance of old customers need to constantly improve services, and only by providing suitable financial products can we keep up. In addition, the fierce competition among financial institutions also makes it difficult for the sub-branch to carry out the deposit work in the first quarter. (4) The number of new deposit accounts is large and the quality is poor. Some accounts are inefficient for long-term use after opening. Due to the weak growth of the deposit balance in the new account, they can't promote it, which undoubtedly wastes the manpower and material costs invested in the early stage. It is also one of the reasons why deposits in * * sub-branches cannot be restored naturally.
(2) Financial policy and residents' psychological factors: Commercial banks are local banks. Compared with state-owned commercial banks, they are not on the same starting line in terms of operating environment, hardware and equipment, product technology content, network coverage, service means and service content. Compared with state-owned commercial banks, they have strong technical means, strong financial strength, solid state-owned system backing, and excellent credit accumulated in the eyes of the public for decades. It is a goal that the firm cannot achieve in the short term. In addition, for many years, the publicity of national policies has been mainly based on the publicity reports of large and medium-sized state-owned financial institutions. These objective factors invisibly affect the deposit organization of commercial banks. As a result, some enterprises and residents prefer state-owned commercial banks in the choice and cognition of financial institutions. Therefore, this has great restrictions and constraints on the ability and scope of absorbing public deposits.
Verb (abbreviation of verb) market strategy
(1) Optimize the deposit structure: On the one hand, strive to improve the stability of deposits, increase the part of fixed deposits, find and absorb new deposit customers, and strengthen the ability of self-renewal and self-replenishment of deposits on the premise of ensuring a fixed total amount of deposits. Second, optimize the quality of deposits and establish a credit customer base. The use of funds will focus on enterprises with good advantages and provide them with supporting services, so that the business of these customers will not be completely lost. (Specific quantitative indicators,)
(2) Improve the service content and optimize the service means: on the one hand, pay attention to the cultivation of high-quality customers, on the one hand, collect information from the counter and tap high-quality customer groups, on the other hand, we can't simply treat the credit account manager as a marketer to attract deposits, because it is impossible for the credit account manager to carefully safeguard all customers' deposits after carrying out small business marketing. Every three account managers in small enterprises should assign special personnel to market deposits, intermediary business and wealth management products. For this kind of personnel, we should choose marketers with stronger business ability, expressive ability and professional quality to do this work. On the one hand, credit customers are tracked and maintained for a long time through the information provided by the credit market department, on the other hand, large depositors are maintained for a long time through the customer information provided by branches. Set out to establish an electronic version of high-quality customer information file, track customers at any time, subdivide high-quality customer groups through the comparison and screening of high-quality customer information, implement differentiated services at different levels, and do a good job in the follow-up maintenance and development of the deposit. Cultivate customers' trust and loyalty to the firm and actively develop new high-quality customer groups on the basis of stabilizing existing high-quality customers; On the other hand, efforts should be made to improve counter services, allocate lobby managers, and all employees of secondary branches should define their own positions and do their best in the existing deposit business. In the current fierce competition in the financial industry, we need to highlight the characteristics of quality service and fully tap our own advantages and highlights.
Marketing measures of intransitive verbs
In order to completely reverse the bad situation of large fluctuations in savings deposits, we should establish a number of work measures centered on deposits as soon as possible, dig deep into the target market, and carry out the service of winning deposits by competition, digging deposits by wealth management products, settling deposits and attracting deposits by wages to stabilize deposits.
(1) launching a saving contest to win deposits: formulating strong incentives and establishing the unity of collective and individual goals and interests? A game of chess? Awareness, the whole bank to collect deposits.
(2) Digging deposits with wealth management products: seize the advantages of wealth management products, such as high income, long issuance period, and quick withdrawal of funds, focus on digging customers from other banks, always pay attention to the expiration time of a large number of trust wealth management products issued, organize personnel to follow up with large savings customers by phone, and have a heart-to-heart talk with customers? Zero distance? Contact, so that all trust wealth management products and deposits due from major customers can be transferred smoothly. Organize personnel to know the large amount of deposit funds on the books of corporate deposit customers in time, do a good job in financial management of deposits that customers temporarily don't use, prompt them to change into 7-day notice deposits or time deposits, and do a good job in marketing expansion of other businesses to promote the rapid sales of wealth management products such as insurance, funds and gold, and promote the steady growth of savings deposits.
(3) Settlement of deposits: actively analyze the capital operation of existing customers, make good use of the online banking transfer function, realize the transfer of funds between the payer and the payee, and ensure the circulation of funds within the branch and the stability of savings deposits.
(4) Paying wages to absorb deposits: firstly, taking the borrowing enterprises as the breakthrough point, handling the paying wages business; then, by contacting the industrial and commercial bureaus of * * District, Xincheng District and * * District, taking all enterprises in the region as the target, taking paying wages as the breakthrough point, the secondary branch, marketing department and comprehensive business department will cooperate in marketing and actively implement it? A package? Financial services will promote the coordinated and rapid development of deposit, wealth management, electronic banking and other businesses.
Seven, marketing means and methods
(1) Implementing the marketing environment: implementing the marketing measures to the heads of tier-two branches and marketing departments, requiring the heads to attach great importance to it, mobilizing the enthusiasm of all employees for deposit marketing, and establishing the? Grasping deposits means grasping benefits, and improving capital self-sufficiency means improving asset creation ability? The concept of. Secondly, it will be held in the whole bank? Everyone grabs deposits? Activity mobilization meeting, organize all staff to study marketing seriously, unify all staff's thoughts around the task objectives, so that everyone can firmly establish the consciousness of serving customers and accelerating development from the overall and long-term perspective. From the marketing environment, we should implement the principle that everyone should adhere to, from line leaders to ordinary employees? Unity inspires vitality, unity inspires wisdom, unity inspires fighting spirit, and unity creates miracles? Faith.
(2) Implementing marketing personnel: Require window service personnel to become the main force of total deposit expansion. On the basis of classifying and queuing the outstanding customers in reality and potential, we should lock in the target customers, grasp the key points of marketing, and carry out high-end marketing and family marketing. Secondly, it is necessary to strengthen the comprehensive marketing of deposits and loans in the marketing department, strengthen the marketing measures of promoting deposits with loans, ensure the circulation of customers' funds in banks, and reduce the influence of real loans and real payments.
(3) Formulate assessment methods and establish incentive mechanism, so that the goal of deposit marketing is clear, and the responsibility is implemented to people. The growth of deposit tasks is linked to the performance pay of all employees and marketing personnel of secondary banks. And implement the task decomposition of the secondary bank and marketing department to each employee, and timely issue deposit marketing notices to encourage the advanced and urge the backward. Every ten days, the comprehensive business department will evaluate the effect of this activity, such as how the planning scheme of the activity is implemented, whether the activity has achieved the expected purpose, and how the customers specifically reflect the activity.