What is a financial service plan? Financial service plan is a written proposal provided by banks to customers to meet their needs, based on the diagnosis of their needs and the marketing mix strategy and the use of bank products and services. Financial service scheme is an important means and tool of marketing. What is a good financial service plan? Personalization of three concepts: tailor-made creativity: exceeding customers' expectations, reflecting competitive advantages: knowing more about financial service plans than peers-what role financial service plans play in the carrier of bank marketing strategy, the guide of service action, the stage of image display, the basis for customers to solve problems and important reference differences, and one of the ways to choose banks is to link product portfolio services, prompt service teams to meet the conditions that customers need and give customers the functions that they need to meet; Establish a bank financial service plan; Understand the financial service plan; Readers of financial service plans; Customer's decision-making level; The customer's functional department; Understand the financial service plan; Providing financial services plan; When customers clearly put forward new requirements, predict or learn that customers have new requirements. When the demand is important, when new customers are established, when the customer leadership changes, when the group reorganizes and major projects are established, and when the bank launches new products and services, it is necessary to conceive, understand, prepare, implement and conceive the financial service plan-the common characteristics and personality characteristics of the content framework determine the individual needs, and the specific marketing objectives can be realized. Use 7PS combined marketing strategy. The content of financial service plan There are four steps to conceive financial service plan, identify customer characteristics, sort out customer needs, determine plan elements, and form plan content-the first step is to identify customer basic characteristics (1), identify customer basic characteristics, industry and position where organizational structure is located, business scope, customer life cycle, and customer-oriented preferences (relationship-centered, quality-centered, price-centered, and four types of credit rationing). Expand customers; Consolidate customers; Maintain customers; Withdraw customers; Conception of financial service scheme-Step 2: Sort out customer needs, determine marketing objectives (1) Sort out customer needs, deeply analyze customer problems, fully tap customer needs, and make clear customers' key needs and concerns. The extended needs of customers pay attention to the possible needs of customers' employees and analyze the possible risks of customer needs-the second step is to sort out customer needs. Determine marketing objectives (2) Formulate marketing objectives, strategic objectives, sales objectives and financial service plan ideas-Step 3: Formulate plan strategies and financial service plan ideas-Step 4: Theoretical reference-Step 4: Theoretical reference-7PS will use appropriate products, appropriate prices and appropriate distribution channels, supplemented by appropriate promotional activities. The financial service plan is conceived by the right person in the right environment and sold to the customer through the right process-Step 3: Formulate the plan strategy (1), be familiar with the product combination strategy, choose products according to the characteristics of customer demand, and conceive the financial service plan according to customer preferences-Step 3: Formulate the plan strategy (2) Grasp the price policy and measure the price of the bank. Understand and predict competitors' quotations according to customers' preferences, consider other factors besides price, and consider the interest rate risk of long-term loans, and conceive financial service schemes-Step 3, formulate scheme strategies (channel strategies), understand the key points of channel selection and distribution channels, and conceive financial service schemes-Step 3, formulate scheme strategies (Step 4) to promote the use of products with different life cycles in different ways. Different promotion methods and customers' preference for promotion methods are different, so the financial service plan should be conceived-Step 3, formulate the plan strategy (5) personnel, customers, readers and members of the internal team of the bank, conceive the financial service plan-Step 3, formulate the plan strategy (6) process (7) service environment (display), conceive the financial service plan-Step 4, formulate the financial service plan and understand it. Preparation and implementation of financial service plan Preparation of financial service plan Type of financial service plan Comprehensive financial service plan Preparation of professional financial service plan Type of financial service plan Comprehensive financial service plan Major customers General type of group customers Financial service plan Major projects Financial service plan Preparation of financial service plan Gold type financial service plan Special financial service plan Major customers General type of fund settlement network fund Financial service plan project financing financial service plan syndicated loan financial service plan compilation points Comprehensive financial service plan (1) Seek * * * knowledge (2) Describe customer needs in an all-round way (3) Integrate products and services (4) Highlight the plan (5) Highlight differences, Reflect CCB's competitive advantage (6) Respect customers' choice (7) Give priority to customers and strive for win-win comprehensive financial service plan (1) Seek * * Understand the principle points of comprehensive financial service plan (1) Seek * * Understand the key points of comprehensive financial service plan (2) Fully describe customers' needs (3) Integrate products and services (4). Highlight differences and reflect the competitive advantage of CCB (5) Highlight differences, Key points of compiling comprehensive financial service scheme embodying CCB's competitive advantage (6) Respecting customers' right to choose comprehensive financial service scheme (7) Principles of compiling special financial service scheme with customers as priority and win-win situation (1) Targeted (2) Professionalism (3) Feasibility (4) Convenience (5) Risk control (6) Principles of compiling special financial service scheme embodying CCB's competitive advantage (/kloc-) Principles for compiling targeted special financial service plans (2) Principles for compiling specialized special financial service plans (4) Principles for compiling convenient special financial service plans (5) Principles for compiling risky special financial service plans (6) Principles for compiling financial service plans that reflect CCB's competitive advantages-basic style of financial service plans 1, and expression forms of financial service plans 2. Content Framework of Financial Services Scheme Comprehensive Financial Services Scheme (Continued) Table 1, Preface (or Background) II. Understanding of needs. Bank product service plan 4. Implement plans and measures. Annex Catalogue of Comprehensive Service Plan for Enterprise Annuity Fund I, Preface II. The goal and framework of the service plan of the enterprise annuity fund of the Third Construction Bank. A preliminary understanding of the management needs of XX enterprise annuity fund. Service Plan of Enterprise Annuity Fund of China Construction Bank (I) Suggestions on XX enterprise annuity fund management mode 1. Board trustee model and corporate trustee model II. Complete segmentation model and partial segmentation model 3. Other models 4. The management mode of enterprise annuity fund to be adopted (II) Specific content of enterprise annuity fund service plan 1. Enterprise annuity fund consulting service plan II. Enterprise annuity fund custody service scheme 3. Enterprise Annuity Fund Account Management Service Scheme V. Implementation Steps of China Construction Bank Enterprise Annuity Fund Service Scheme (I) Negotiation between the two parties (II) Signing of relevant agreements (III) Joint document issuance (IV) Personnel training (V) Account opening (VI) System construction and trial operation (VII) Official operation and service opening. Organization, implementation and guarantee of enterprise annuity fund services (I) Establish an institutional system for XX enterprise annuity fund services (II) Formulate a sound business management system (III) Establish a XX customer service working group and strengthen training (IV) Status of personnel providing enterprise annuity fund services for XX VII. Conclusion 8. Annex Comprehensive Financial Services Scheme Contents of Special Financial Services Scheme I. Professional Cognition and Express Service Intention II. A deep understanding of needs. Special financial services plan iv. Implementation Plan and Measures V. Appendix (Conclusion) Catalogue of Special Service Plan for Enterprise Annuity Fund Custody Part I Introduction of Enterprise Annuity of the Bank Part II Basic Service Plan for Enterprise Annuity Custody of XX Company Part III Value-added Service Plan for Enterprise Annuity Custody of XX Company 1. Professional team service II. Collection of agency funds, payment 3. Provide account management services. Provide financing facilities, such as corporate account overdraft. The fourth part. Supporting service measures for enterprise annuity custody of XX Company. The fifth part, the risk control scheme of enterprise annuity custody of XX company. The sixth part. Response of related accessories to customer demand. Business introduction of our bank. Summary of special financial service plan. Although there are significant differences in the needs of customers, the financial service plan (proposal) basically includes several important components. On this basis, the scheme can be tailored according to the actual situation. The content of the scheme (customer demand response, basic business, cost, etc.). ) and necessary attachments for specific problems (measures) can be compiled. A well-written service plan should not only meet the needs of customers, but also facilitate their reading and understanding! Writing a financial service plan-main writing skills 1. Clear goals. Consider the pertinence and completeness of the plan from the following aspects: whether the plan is necessary to meet the needs of customers; Whether the content of the plan fully covers the marketing objectives of the plan; Whether the suggestions in the plan have been optimized; Whether the statement in the plan is accurate and there is no objection; And whether the time for submitting the plan is appropriate. Consider the reader's preferences, whether the scheme fully considers the user's environment and conditions, and the main writing skills II. Rigorous structure. It is necessary to have an opening remark to express respect and wishes to customers. It is necessary to have a catalogue index to facilitate readers to know the whole picture of the plan. Analysis and suggestions should be written in chapters. Reflect a clear level-the important chapters and endings of the plan should be properly summarized. Main writing skills 2, rigorous structure, rigorous structure, main writing skills 3. The theme is distinct and prominent. The theme and objectives of the plan should be focused and eye-catching; The topics and objectives of the plan should not be too many, generally not more than four main writing skills. 4. Scientifically, the language should be standardized and the expression should be accurate. In particular, when analyzing and expressing complex products involving customers' industries, banking internationalization and technology, we should avoid "layman's" expressions. The quoted data should be reliable and timely. It is necessary to quote the data published and investigated by authoritative organizations. Avoid quoting some outdated and internal data. Views should be based on authority: to quote arguments with consistent views, and to avoid quoting controversial views. The main writing skills are 5. Logic. The connection between paragraphs and sentences should be logical and related in form. There should be causal, progressive and explanatory relations in the content. The thinking should be divided into levels: the main writing skills should be gradually developed from macro to micro or from micro to macro. 5. The main writing skills of logic. 6. The content should be concise. Don't show off your knowledge and theory. Pay special attention to the introduction of bank products, use models and languages that customers can easily understand, be concise, and don't expand a lot. If necessary, it can be provided as an attachment. Don't use too many technical terms: mainly in the expression of bank products, some remote and difficult abbreviations used by insiders. Don't be too complicated: highlight some key points and avoid piling up main writing skills. 6. Keep the content concise and the main writing skills. 7. Pay attention to the form of expression. Take the emblem of CCB as the template. If you can add the customer's logo, it can better reflect the right. When writing in detail, try to express rich content in short sentences. Try to be organized in writing, and express complex things in simple articles, so that people can grasp the essence of the problem immediately after reading it and give people a clear impression. Pay attention to the format. In addition to text descriptions, we should also pay attention to the use of tables and charts. The number, size and location of tables and charts must be reasonable and appropriate to make them look beautiful in format. Pay attention to the page decoration. For example, if you use bold fonts for very important words, you should also use different styles to modify and distinguish tables and charts. In general, no more than three colors are used. It is suggested to use blue as the main color of CCB's scheme. 7. Pay attention to the presentation of financial service plan-the common problems of financial service plan are simple copying and modification, lack of product list with too many personalities and lack of constructive opinions. The plan expresses too much determination and desire, asking customers blindly. This scheme only emphasizes the advantages of CCB products, without considering the independent choice of customers. Neglect of customers' interests, excessive commitment in the plan, statements that violate the policy provisions, obvious errors and omissions in the text in the plan, excessive pursuit of form, printing and binding, neglect of effect, implementation of financial service plan, understanding of financial service plan, preparation of financial service plan, implementation of financial service plan, Implementation of financial service plan-submission and implementation of financial service plan-workflow cooperation mechanism in which team members of participating departments are responsible for the division of labor-team formation to implement financial service plan-action plan to decompose tasks, draw work flow charts in chronological order, implement specific work to specific people, and clarify who, where, when and what resources are used. What to do, what to achieve, and what kind of goal to achieve: implement the financial service plan-control, find out the reasons for deviation and trend analysis, take corrective measures to implement the financial service plan-evaluate the content, evaluate the implementation situation and implementation effect, sum up experience and performance evaluation, write the basic workflow of the financial service plan, communicate (and supplement) before submission, finalize (approve by leaders), write the plan and organize the project. The group (division of labor and timetable) determines the scheme directory (conception) to further communicate and discuss the demand. Marketing customers review and summarize. Through the study of this unit, have you achieved the following goals: know what a financial service scheme is, learn how to conceive a financial service scheme, write a more standardized financial service scheme, and apply it to improve the marketing effect.