商業(yè)銀行外文翻譯國有商業(yè)銀行打造第一零售銀行的思考

1、<p>　　國有商業(yè)銀行打造第一零售銀行的思考</p><p>　　零售銀行業(yè)務是指商業(yè)銀行運用現(xiàn)代經(jīng)營理念，依托高科技手段、向個人、家庭和中小企業(yè)提供的綜合性、一體化的金融服務，包括存取款、貸款、結(jié)算、匯兌、投資理財?shù)葮I(yè)務。零售銀行業(yè)務不是某一項業(yè)務的簡稱，而是許多業(yè)務的總稱。它有著廣泛的業(yè)務領(lǐng)域，既可以是傳統(tǒng)銀行業(yè)務，也可以是新業(yè)務；既可以是資產(chǎn)業(yè)務，也可以是負債業(yè)務、中間業(yè)務，還可以是網(wǎng)上銀行業(yè)務

2、等等。在西方，零售銀行業(yè)務是商業(yè)銀行最主要的利潤來源。我國零售銀行業(yè)務目前正面臨大發(fā)展的局面。目前發(fā)展零售銀行業(yè)務面臨的主要障礙是銀行內(nèi)部機構(gòu)不完善、市場化運作機制不健全和信用法規(guī)不完善等。</p><p>　　隨著我國金融業(yè)國際化程度的提升、隨著我國內(nèi)需拉動型經(jīng)濟增長模式的成熟，國民財富成倍增長，我國商業(yè)銀行的業(yè)務重心已經(jīng)從“生產(chǎn)服務”轉(zhuǎn)向“消費服務”，中高端消費者成為銀行財富增長的重要來源，在銀行的利潤來源表

3、中占有越來越大的份額。因而，如何進一步加速我國商業(yè)銀行零售銀行業(yè)務發(fā)展，已成為我國金融界的重大理論與現(xiàn)實課題。</p><p>　　 一、我國銀行零售業(yè)務的發(fā)展及存在的問題</p><p>　　近年來，我國銀行業(yè)明確提出把零售銀行作為主要戰(zhàn)略方向之一提到議事日程，工行更是提出了打造“中國第一零售銀行”的戰(zhàn)略目標，并制定了詳細的戰(zhàn)略規(guī)劃。農(nóng)行把零售業(yè)務發(fā)展作為股改上市轉(zhuǎn)型的重點，中國銀行牽

4、手蘇格蘭皇家銀行主攻私人銀行和理財業(yè)務，建行以加強中小企業(yè)貸款為契機加速零售銀行建設(shè)。鑒于2007年零售銀行業(yè)務對銀行業(yè)績的貢獻，進入2008年來，各家銀行已經(jīng)發(fā)力主攻零售銀行業(yè)務，中國銀行業(yè)的競爭正式進入了短兵相接的時代。</p><p>　　但是在零售銀行迅猛發(fā)展的背后，我們卻看到了中國的零售銀行從落后的商業(yè)銀行批發(fā)業(yè)務脫胎而來的種種隱患，尤其體現(xiàn)在營銷方面，許多銀行優(yōu)先考慮的不是客戶和零售，而是信用和風險。

5、此外，他們和客戶的接觸通常是交易性的，因此，銀行傾向于把精力集中在交易效率上，而不是服務和銷售。我國銀行業(yè)對零售銀行的認識上存在著四個誤區(qū)：</p><p>　?。?、不能科學合理的細分客戶，為客戶不能提供差異化產(chǎn)品和服務，客戶管理松散。國有商業(yè)銀行的零售銀行業(yè)務還處在大眾營銷階段，這樣就造成了在產(chǎn)品營銷上的高成本。從商業(yè)銀行蛻變出來的管理模式不符合零售業(yè)務的需求。對于能帶來不同利潤的客戶該采取怎樣的差異化策略，差

6、異化的服務等問題，沒有有效的管理維護制度，缺少與之匹配的運營管理機構(gòu)。</p><p>　?。?、金融產(chǎn)品單一，缺乏可供用戶選擇的豐富產(chǎn)品。從去年一窩蜂代理基金到今年理財產(chǎn)品的艱難營銷局面，深刻地說明了開辦的零售銀行產(chǎn)品過于單一，附加值不高。今年各家銀行推出的個人理財產(chǎn)品，競爭激烈，因此競相提高客戶收益率，最終擠壓了銀行自身的利潤空間，使得本來應該具有豐厚利潤的個人理財產(chǎn)品成為“雞肋”。</p>&l

7、t;p>　?。?、營銷和服務渠道單一。營銷和服務渠道的單一體現(xiàn)在兩個方面：一是指同一產(chǎn)品的營銷和服務渠道單一，零售銀行基本上依靠柜臺和ＡＴＭ營銷和服務，雖然電話和網(wǎng)上銀行處在發(fā)展之中，但是服務的繁瑣和功能的單一使得其應用有限，但是工商銀行的網(wǎng)絡(luò)銀行是個例外，強大并且安全的服務使得其“世界最佳網(wǎng)上銀行”的稱號并不是浪得虛名。</p><p>　　另一是指零售銀行的營銷和服務渠道并沒有充分利用起來，營銷的產(chǎn)品單一

8、。</p><p>　?。?、品牌缺失。工行各種理財產(chǎn)品名目繁多，僅銀行卡產(chǎn)品就有十數(shù)種之多，而老百姓知道的僅是牡丹信用卡。抽象的宣傳口號“您身邊的銀行、可信賴的銀行”更是令人不得其解，更不用說令人愉悅的體驗了。比之西方國家，我國零售銀行業(yè)務發(fā)展存在明顯不足：僅從銀行卡業(yè)務盈利能力來看，國外銀行卡來自于利息差額、手續(xù)費、透支利息的收入分別是10%、70%、20%，而國內(nèi)這三項的相應收入分別占70%、20%、10%，

9、主要收入來自利差的事實明顯反映出我國銀行卡業(yè)務盈利能力不足；在消費信貸方面，西方國家消費信貸在整個信貸額度中所占比重多在20%-40%間，有的甚至高達60%。</p><p>　　現(xiàn)時的中國銀行業(yè)，已經(jīng)不是工、農(nóng)、建、中四大行的傳統(tǒng)時代了，零售需要品牌和體驗，沃爾瑪代表著“天天平價”，麥當勞是快餐的代名詞，星巴克給你帶來獨特的體驗。而我們的零售銀行業(yè)務還沒有一家有其獨特的品牌。</p><p&

10、gt;　　二、征信制度欠發(fā)達是銀行零售業(yè)務發(fā)展的主要制約因素</p><p>　　1、征信制度缺失導致“銀行-居民”的信息不對稱。當前，在我國商業(yè)銀行與居民之間，事實上廣泛存在著信息的不對稱性，即有關(guān)銀行、消費者的相關(guān)信息在“銀-民”交易雙方的不完全和不對稱分布。居民與銀行之間的信息不對稱表現(xiàn)在諸多方面，如銀行對居民個人收入與信用方面的信息把握非常有限，居民個人現(xiàn)在與將來在收入與支出方面信息的不完全性等。消費信貸

11、申請者個人收入水平、財產(chǎn)數(shù)量、負債狀況以及過去有無信用不良記錄等個人信用信息，對銀行決策很重要但銀行卻不易全面獲知；或通過專人調(diào)查研究能夠獲知但信息搜尋成本高昂，得不償失。這些都表明，在當前我國剛剛實行存款實名制、財產(chǎn)申報制度尚未全面實施、征信制度幾乎是空白的大背景下，對交易雙方“銀行-居民”而言，存在著信息不對稱幾乎是必然的。</p><p>　　2、“信息不對稱”制約了我國零售銀行業(yè)務發(fā)展。信息不對稱極易產(chǎn)生

12、“逆向選擇”與“道德風險”，即那些尋找消費信貸最積極、最可能得到貸款的消費者，往往資信狀況不佳，導致銀行對信貸客戶做出錯誤選擇，此為“逆向選擇”；借款人得到消費貸款后，從銀行角度看，可能從事風險非常大而不宜介入的活動從而改變了銀行與借款者商定的借款用途，此為“道德風險”?！澳嫦蜻x擇”與“道德風險”給銀行帶來較高的不確定性。為了規(guī)避壞賬風險，減少貸款損失的可能性，銀行在辦理個人銀行業(yè)務時制定了較嚴格的條款，對個人資產(chǎn)業(yè)務的拓展較為謹慎，對

13、個人信貸客戶的審查較為細致。這些在很大程度上減少了消費信貸等個人銀行業(yè)務的供給，從而制約了我國商業(yè)銀行零售銀行業(yè)務的快速發(fā)展。</p><p>　　3、零售銀行業(yè)務的發(fā)展需要征信制度的“助推”。征信制度是建立在個人征信系統(tǒng)基礎(chǔ)上的，即由專門的信息中心匯總個人各類信息數(shù)據(jù)資料，包括個人基本信息及相關(guān)信用記錄等。居民個人在同銀行、稅務、其它經(jīng)濟體進行往來時，是否老實守信將被征信系統(tǒng)作為信用數(shù)據(jù)匯入數(shù)據(jù)庫。國際上，專門

14、的征信機構(gòu)按記載數(shù)據(jù)的情況可分為兩類，一類是只保留不良信用記錄，通常記錄不良信用記錄的次數(shù)，發(fā)生時間及與哪家金融機構(gòu)有不良還款記錄；另一類則保留個人所有與金融機構(gòu)借貸往來的記錄，資料較為詳盡。發(fā)達國家經(jīng)驗表明，銀行在信用基礎(chǔ)上的信貸決策，可以在相當大程度上緩解“信息不對稱”問題。</p><p>　　三、對國有商業(yè)銀行擺脫銀行零售業(yè)務發(fā)展困境的思考</p><p>　　某國際知名超市將辦公

15、室建在了收銀通道旁，平常只開一半數(shù)量的收銀通道，當?shù)搅嗣r，管理人員就從辦公室走出來打開剩余的收銀通道進行收銀工作，這樣一方面提高了效率，節(jié)約了成本，但真正重要的是節(jié)省了客戶的等待時間，給客戶營造了良好的體驗。反觀中國各大銀行的零售網(wǎng)點，我想大多數(shù)人都有在那里辛苦等待的痛苦體驗和回憶。因此銀行業(yè)要學習零售業(yè)的方法，把重心放到顧客體驗改善和品牌核心提升上，而不是把重點放在外觀形象的改變上。</p><p>　　所以

16、，品牌的打造是一個系統(tǒng)工程，體驗是其核心，沒有人會為你漂亮的標識，朗朗上口的標語付費。人們付費是因為買了優(yōu)質(zhì)的產(chǎn)品，享受了滿意的服務，得到了最佳的體驗。而品牌的標示和“口號”僅是你有效傳達這一切的形象化的表現(xiàn)。</p><p>　　1、規(guī)劃業(yè)務流程、整合營銷渠道。</p><p>　　銀行零售業(yè)務的營銷應遵守這樣的路線圖：即客戶經(jīng)理目標客戶—金融產(chǎn)品推介服務—營銷渠道保障—客戶購買銀行零售

17、業(yè)務?？蛻艚?jīng)理通過一定的營銷渠道，把金融理財產(chǎn)品或服務傳遞給個人客戶。這里面共涉及到四個環(huán)節(jié)：即客戶經(jīng)理、金融產(chǎn)品、營銷渠道以及客戶個人，所以我們要從這四個環(huán)節(jié)入手，對銀行零售業(yè)務開展市場營銷規(guī)劃。</p><p><b>　　2、客戶經(jīng)理選配。</b></p><p>　　一是要建立一支專業(yè)化、禮儀化的個人客戶經(jīng)理隊伍。要明確客戶隊伍營銷指標責任制。確定客戶經(jīng)理選配

18、標準、實行公開選拔，末位淘汰制。二是要建立持續(xù)的培訓機制，包括營銷技巧、服務禮儀的培訓。客戶經(jīng)理隊伍是銀行對外的形象的代表，自身素質(zhì)十分關(guān)鍵，因而這支隊伍綜合素質(zhì)應是銀行員工隊伍中最高的，應熟悉金融業(yè)的不同領(lǐng)域，對不同的產(chǎn)品線應具備基本的專業(yè)知識。</p><p>　　3、金融產(chǎn)品推介服務環(huán)節(jié)。</p><p>　　一是金融產(chǎn)品的推薦要體現(xiàn)出專業(yè)性?？蛻艚?jīng)理背后還需要兩個技術(shù)支撐即產(chǎn)品經(jīng)理

19、和相關(guān)的專業(yè)機構(gòu)，如保險、證券、基金和期貨公司。這些環(huán)節(jié)要集中通過客戶經(jīng)理，向客戶傳遞專業(yè)的咨詢信息。</p><p>　　二是中國是一個不成熟、不穩(wěn)定的市場，對市場的最新變化、金融產(chǎn)品營銷的階段性和關(guān)聯(lián)性等特征。對股市、債市等行情把握；對國家產(chǎn)業(yè)調(diào)控政策對住房按揭、汽車按揭業(yè)務的影響；對國際市場匯率、利率波動對銀行零售業(yè)務的影響等，都需要金融產(chǎn)品推介服務環(huán)節(jié)上有全面的知識儲備。</p><p

20、>　　三是個人金融服務可以超越金融理財?shù)姆懂牐瑪U展到客戶生活的方方面面，從而將銀行與客戶聯(lián)系得更為緊密。這就需要在產(chǎn)品推介服務環(huán)節(jié)上更具人性化服務。</p><p>　　4、營銷渠道的建設(shè)。</p><p>　　現(xiàn)在，各家銀行在營銷渠道建設(shè)上對原有網(wǎng)點劃分出了如下幾種：金融便利店、一般理財網(wǎng)點、理財中心、財富管理中心等。各家銀行對財富管理中心更是投入巨資進行裝修，配備了最好的營銷經(jīng)理

21、和理財經(jīng)理。在營業(yè)大堂的建設(shè)上，各家銀行都配備了優(yōu)秀的大堂經(jīng)理來疏導客戶，保險公司、房產(chǎn)開發(fā)公司等也借機入住各家銀行網(wǎng)點，形成了多家金融機構(gòu)共同開展營銷的局面。隨便一個網(wǎng)點的營業(yè)大堂，一天都有幾百人、上千人的客流量，而且還都是銀行已經(jīng)開戶的客戶，這應該首先成為理財產(chǎn)品營銷的對象。但是在大堂環(huán)境的人性化設(shè)計、統(tǒng)一的企業(yè)標識、業(yè)務素質(zhì)相對較高的大堂經(jīng)理建設(shè)上，都是各家銀行工作中亟待改進的地方。</p><p>　　其

22、次是在銀行網(wǎng)站和個人理財?？ㄔO(shè)方面，國內(nèi)銀行網(wǎng)站的設(shè)計不夠人性化，更新不及時。理財專刊的內(nèi)容偏時尚和休閑，和銀行業(yè)務聯(lián)系不夠緊密。僅以工商銀行為例，其網(wǎng)站頁面單一，理財?？铐撦^多且不具吸引力，理財知識多以宣傳單的方式發(fā)放，如果集中精力、財力為高端客戶設(shè)計出精美的、具有收藏價值的宣傳畫冊，效果會更理想。</p><p>　　5、客戶關(guān)系管理的思考。</p><p>　　客戶關(guān)系管理是商業(yè)

23、銀行營銷的核心內(nèi)容，目前各家商業(yè)銀行，對公司客戶關(guān)系維護十分重視，對個人客戶關(guān)系維護卻缺乏相應的重視，尤其是對大量優(yōu)質(zhì)的個人客戶資源缺乏有效管理。沒有建立規(guī)范化的個人優(yōu)質(zhì)客戶檔案管理系統(tǒng)。就工行來說，他對私人銀行客戶提出的口號是：定位中端、競爭高端、培育潛力。對私人銀行客戶劃分的標準是金融資產(chǎn)季度日均1000萬以上；對高端客戶的劃分是金融資產(chǎn)季度日均100——1000萬；對中端客戶劃分的標準是金融資產(chǎn)季度日均5——100萬、對潛力客戶劃

24、分的標準是金融資產(chǎn)季度日均5萬以上。這個僅以存款額度來衡量的對個人客戶市場的劃分還顯十分粗淺，沒有客戶成長的價值分析，對什么樣的客戶該由什么水平的客戶經(jīng)理去維護、提供什么樣的產(chǎn)品，還缺乏標準化的操作模式。還停留在公共營銷階段?，F(xiàn)在，有條件的銀行，已經(jīng)通過多種管道開展客戶關(guān)系維護工作，如開展“理財講座”，高端客戶茶話會，短信節(jié)日送祝福等活動。但營銷費用的緊張，很難使客戶關(guān)系維護工作躍上新的臺階。國有四大商業(yè)銀行具有雄厚的實力，可以嘗試將金

25、融服務擴展到理財以外的其它領(lǐng)域，比如在客戶內(nèi)部圍繞一些主題，組織不同形式的俱樂部，例如“游泳俱樂部”、</p><p><b>　　翻譯：</b></p><p>　　State-owned commercial banks to create the first of retail banks</p><p>　　Retail banking

26、 refers to the commercial banks use modern management theory, relying on high-tech Shouduan, to individuals, families and small and medium enterprises integration offered, integrated financial services, includes deposit

27、loans, settlement, exchange, investment and wealth management business. Retail banking business is not short for a particular business, but the general term for many businesses. It has a wide range of business areas, bot

28、h the traditional banking business, may also b</p><p>　　As China's financial industry to enhance international level, as China's domestic demand-led economic growth model of the mature, doubling nati

29、onal wealth, our commercial banking business the focus has moved from "production services" to "consumer services", in the high-end consumer are becoming an important source of bank asset growth, the

30、source of profits in the form of banks increasing share of possession. Therefore, how to further speed up China's commercial banks to retail banking business</p><p>　　 1, the development of retail banki

31、ng in China and problems of</p><p>　　In recent years, China's banking industry clearly the retail banking as one of the main strategic directions on the agenda, the bank is proposed to create "the

32、first retail banks" of the strategic goals and developed a detailed strategic plan. Agricultural Bank of China to the retail business market transformation as the focus of share reform, the Bank of China Royal Bank

33、of Scotland main attack in hand of private banking and wealth management business, China Construction Bank to strengthen the </p><p>　　But behind the rapid development of retail banking, we see China's r

34、etail banking from commercial banking wholesale backward from the various risks emerged from the womb, and especially in marketing, is not a priority for many banks and retail customers, but the credit and risks. In addi

35、tion, they and customer contacts are usually transactional, and therefore, banks tend to focus on trading efficiency, rather than service and sales. China's banking industry understanding of the retail banking th<

36、/p><p>　　1, can not be scientific and reasonable customer segments, customer can not provide differentiated products and services, customer management loose. State-owned commercial bank's retail banking bus

37、iness is still in the stage of mass marketing, thus causing the high cost of product marketing. Evolved from a commercial bank management model does not meet the needs of the retail business. Can bring different profits

38、for clients of the differentiation strategy is adopted, the difference of the servi</p><p>　　3, single channel marketing and service. Single-channel marketing and service is reflected in two aspects: one ref

39、erring to the same products, marketing and service channels, single, retail banking is essentially based on the counter and ATM sales and service, although telephone and Internet banking in evolving, but the service cumb

40、ersome and function of the single makes its application is limited, but the Industrial and Commercial Bank of China's Internet banking is an exception, a strong and s</p><p>　　The other is the retail ban

41、k's marketing and service channels are not fully used up, a single marketing product.</p><p>　　4, brand missing. ICBC, the numerous variety of financial products, bank cards only have a dozen kinds of p

42、roducts much, but people know is that Peony credit card. Abstract slogan "your side of the bank, reliable bank" is very hard to understand, much less pleasant to experience. Than the Western countries, China

43、9;s retail banking business there is obviously inadequate: only from the view of the profitability of bank card business, foreign bank card from the difference in interest rates, fees, ov</p><p>　　That the C

44、hinese banking sector is not engineering, agriculture, construction, in the tradition of the times the four lines, and retail needs of the brand and experience, Wal-Mart stands for "Always low prices", McDonald

45、's is synonymous with fast food, Starbucks to bring you unique experience. Our retail banking business has not one has its own unique brand.</p><p>　　Second, less developed credit system, the developmen

46、t of retail banking is the main constraint 1 Lack of credit system, leading to a "bank - resident" asymmetric information. At present, commercial banks and between the residents, in fact, there is a wide ran

47、ge of information asymmetry, namely the banks, consumer-related information in the "Silver" - A transaction between the two sides complete and asymmetric distribution. Residents and asymmetric information betwe

48、en banks performance in many</p><p>　　2, "information asymmetry" has hampered China's retail banking business. Asymmetric information can easily lead to "adverse selection" and "

49、moral hazard", that is, those looking for consumer credit, the most active and most likely to get loans to consumers, credit is often poor, leading to bank credit customers make the wrong choices, this is "adve

50、rse selection"; borrowers have consumer loans, from the banks perspective, the risk may be very large and should not be engaged in activities which in</p><p>　　3, the development needs of the retail ban

51、king credit system, "boost." Credit system is built on the basis of personal credit information system, that is the specialized information center all information aggregated personal data, including the basic p

52、ersonal credit information and related records. Individual residents in the same bank, tax, and other economies to exchange, whether the credit information system will be honest and trustworthy as the credit data import

53、database. Internationally, t</p><p>　　Third, the state-owned commercial banks out of the retail banking business in the Universities</p><p>　　Supermarket will be a world-renowned office buildin

54、g in the channel next to the cash register, usually only half of the number of cash registers open access, when to the busy, the manager came out from the Office of the remainder of the cash register open channels cashie

55、r duties, such increased efficiency on the one hand, cost savings, but the real important thing is to save the customer's waiting time for customers to create a good experience. In contrast the Chinese banks and the

56、retail outlet</p><p>　　Therefore, brand building is a systematic, experience is the core, no one will give you a beautiful logo, catchy slogan pay. People are paying is the purchase of quality products, to e

57、njoy a satisfactory service, has been the best experience. But the brand mark and the "slogan" only you effectively communicate the performance of all of the visualization.</p><p>　　1, business pr

58、ocess planning, integrated marketing channels.</p><p>　　Banks in compliance with such marketing should be a road map: the target account manager - financial products and promote services - marketing channel

59、 security - customers to buy retail banks. Marketing account manager through a certain channel, the financial banking products or services delivered to individual customers. That which involves a total of four components

60、: the client manager, financial products, marketing channels and customer personally, so we start from the four areas of retail ba</p><p>　　2, client manager selection.</p><p>　　One is to esta

61、blish a professional etiquette of personal customer managers. Marketing team to target specific customers responsibility. Determine the client manager selection criteria, the implementation of open selection, and elimina

62、tion of the system. The second is to establish ongoing training mechanisms, including marketing skills, service etiquette training. Account Manager team is representative of the image of foreign banks, their quality is c

63、ritical, and thus overall quality of the team </p><p>　　3, referral services to link financial products.</p><p>　　First, the recommendation of financial products to reflect professionalism. Ac

64、count Manager will also need two technical support that product managers and related professional organizations, such as insurance, securities, funds and futures companies. These things need to be focused through the cli

65、ent manager, deliver professional consulting to customers information.</p><p>　　Second, China is an immature, unstable market, the latest market changes, financial product marketing stage and the relevance

66、of other features. On stocks, bonds and other market grasp; of national control policies on the mortgage industry, mortgage business of automobile; on the international market exchange rates, interest rate fluctuations o

67、n the impact of retail banking, financial products need to promote areas of service have a comprehensive knowledge reserves.</p><p>　　Third, personal financial services to go beyond the scope of financial

68、planning to expand to the customer every aspect of life, which the bank is even more closely with the customer contact. This requires that areas of service in product launches and more personalized services.</p>

69、<p>　　4 marketing channels.</p><p>　　Now, banks in the marketing channel construction, the original network is divided into the following categories: financial convenience stores, general financial

70、networks, financial centers, wealth management center. Banks for wealth management center is also invested heavily in renovations, with the best marketing manager and financial manager. In the lobby of the building busin

71、ess, banks are equipped with excellent hall manager to divert customers, insurance companies, real estate development</p><p>　　Second, in the special issue of bank Web sites and personal finance constructio

72、n, the design of the domestic banking site not human, update a timely fashion. Money special issue of the content side fashion and leisure, and banking links not close. Only Industrial and Commercial Bank of China, for e

73、xample, a single page on its Web site, special issue of loose fiscal and not more attractive, financial literacy and more ways to promote the single release, if the focus and financial resources for th</p><p&g

74、t;　　5, customer relationship management.</p><p>　　Customer relationship management is the core of commercial banking market, now various commercial banks, the company attaches great importance to maintain c

75、ustomer relationships, maintaining personal customer relationships is the lack of appropriate attention, especially for a large number of high-quality resources to the lack of effective management of individual clients.