The bank's marketing work plan is 1 ×× year, which is the second year that the business department has implemented the new performance appraisal method, and it is also a year that the branch's business development faces severe challenges. Therefore, on the basis of earnestly summing up the work in ×× years, the branch company has a deep understanding of the current situation, pinpointed the market pulse, fostered strengths and avoided weaknesses, and made concerted efforts to achieve healthy and rapid development of various businesses around "improving management level and accelerating business development".
First, attach importance to the advantages of outlets, seize development opportunities, and promote the rapid development of advantageous businesses.
Savings deposit is the foundation of the bank's survival, and it is also one of the important indicators of the president's target assessment. The completion of savings deposit time and daily average index of XX Branch is relatively good. As a strong indicator of outlets, we should also firmly grasp the savings deposit business next year, steadily and steadily, and promote the benign development of outlets. The first quarter of XX is the marketing peak season in a year, and the competition between banks for deposits will be fierce. How to seize the opportunity in peak season marketing is the main task of next year's work. The basic idea of sub-branch deposit marketing is "come in, be steady".
First of all, the so-called "access" means to vigorously tap deposit resources, tap deposits from other banks, and deposit market circulating funds into our bank, so as to make the deposits at outlets grow rapidly. First, mobilize the hospital staff to actively provide deposit marketing clues. As long as valuable marketing clues are found, account managers and relevant marketers will act immediately and contact customers in various ways to try to tap funds. Secondly, take advantage of the opportunity of a large amount of funds returning during the Spring Festival to find and track the flow of customers' funds in time and turn short-term hot money into long-term deposits. Third, make full use of the existing publicity methods of our branch, such as SMS marketing and publicity slogans, to convey the information of my deposits and attract customers to come to our door actively.
Secondly, the key to "stability" is to firmly retain the existing deposits of the firm. The first quarter is the peak season for banks to divert deposits, and the competition among major banks is bound to be extremely fierce. Our existing deposits are also at risk of being diverted by other banks. According to the current statistics, our branch will have millions of time deposits due in the first quarter, so it is very important for us to keep these funds. Therefore, we learn from the successful experience of marketing in XX years, take the initiative to contact customers who are about to expire, present marketing gifts to customers, and stabilize at least 50% of the funds.
Bank marketing work plan 2 (1) subdivides the target market and vigorously carries out multi-level and three-dimensional marketing promotion activities.
The customers in charge of XX department can be roughly divided into four categories, namely cash management customers, corporate non-loan customers and e-banking customers. Combined with the development goal of the whole year, we should adhere to the market-oriented, customer-centered and customer-based, grasp the big and not let go of the small, adopt the strategy of "ensuring the stability of big customers, striving to change small customers and actively expanding new customers", formulate detailed marketing plans, carry out a series of media publicity, online sales, large-scale product promotion meetings and door-to-door promotion of key customers, organize bidding and centralized marketing activities throughout the company, and form a continuous marketing offensive.
Consolidate the market position of cash management. Continue to promote cash management services at different levels and depths, and strive to enhance the customer value of products. It is necessary to expand the market influence by grasping key customers and enhance the brand effect of cash management. All branches and departments should conduct surveys on key customers, large industrial households and group customers within their jurisdiction, deeply analyze their business characteristics and models, design feasible cash management schemes, and actively carry out marketing work. Explore the deep-seated needs of cash management customers, solve existing problems and improve customer contribution. Strive to add 185200 cash management customers this year.
Deepen the development of the company's non-loan market. Small and medium-sized enterprises have no loan customers, and they are also our basic customers, providing an important source for the development of asset business and intermediary business. XX summed up experience, deepened marketing and improved marketing effect on the basis of launching the theme marketing activity of "Hongye Settled" for small and medium-sized enterprises last year. It is necessary to maintain the growth of the company's non-loan marketing in quantity and pay attention to improving the quality; It is necessary to optimize the structure, increase the proportion of high-quality customers, reduce the financing cost rate and increase the sales of high value-added products. It is necessary to focus on the account opening marketing of the company's non-loan households and strive to expand market share. We should strengthen the maintenance and management of the company's non-loan customers, deeply analyze their settlement characteristics, carry out product marketing and expand our settlement market share. Strive to open 35,8001corporate settlement accounts in xx, with a net increase of 272,430 settlement accounts.
Do a good job in marketing and maintenance of large system users. In view of the fact that some township finance offices in our city have not opened accounts in our bank, we will use various resources for marketing and strive for full bloom. And take this opportunity to launch a marketing offensive to other government branches in towns and regions in order to win a larger share of deposits. At the same time, large and medium-sized enterprises, enterprises, the world's top 10, pre-tax 8000, pre-import and export 7334, etc. 10 and more key customers are listed as subscription targets, and target customers of other banks are locked and key investigations are carried out.
The third part of the bank's marketing work plan (1) fully understands the difficulty of achieving this year's asset target.
Last year, our team's performance was far from the target, and we encountered many problems in implementing the marketing plan. In marketing promotion, the team can't get the corresponding gifts and imitations, and can't make a better promotion plan; In the maintenance of bank outlets, due to the competition in the banking industry, the requirements for account managers of securities companies are too high, and the tasks of credit, funds and deposits are heavier every month. As a result, our account manager's promotion of network maintenance is slow. Although teams and individuals cooperate to improve the maintenance of bank outlets, it is still difficult to deposit; We are at a disadvantage in the development of bank outlets, and we can't achieve the goal of providing deposits for banks and better win-win "marketing plan". Without a good channel development, it is more difficult to implement the marketing plan.
(B) fully understand the importance of promoting optimal management.
When team management enters the growth stage, some deep-seated problems may be highlighted. It is particularly important to establish a sound team management plan. The comprehensive program reform has entered the substantive implementation stage this year. Through some problems existing in the present situation of team members, such as cohesion, centripetal force, execution and work enthusiasm, new optimization schemes are formulated to solve their problems in time and improve team management.
(3) Fully understand the importance of developing membership.
New members are the fresh blood of the team and an important part of team development. Without the addition of new members, it is impossible to form a big family. The company optimizes the recruitment plan and refines it through team recruitment. Joint implementation, good at marketing objectives.
Fully understand the situation, problems and task objectives, improve the team's new vision, new changes and ability to complete various tasks since 20XX, and do a good job in the following six aspects.
(1) Marketing Management System:
1, daily management:
① Group management system: At work, the team is divided into three groups, and the team leader manages them by grouping the number of people to improve their team development. And through the communication with the team leader, we can have a deeper understanding of the work and life of each member of the team and have a healthy competition in the work.
② Daily one-on-one management: At work, communicate with team members more, understand the problems encountered in the exhibition industry and publicity, and give timely guidance, encouragement and support.
③ Work efficiency system: At work, salespeople should be familiar with their job responsibilities;
1, do everything possible to complete the regional sales task;
2. Strive to complete all requirements in sales;
3. Be responsible for strictly implementing customer account opening procedures;
4. Actively and extensively collect market information and report it in time;
5. Strictly abide by the company's rules and regulations;
6. Have a high degree of professionalism and a high sense of ownership;
7, complete other work assigned by the leadership.
Establish a team's high-efficiency work spirit, and the team will finish the work of the month before 15 every month, and influence new employees through an efficient mode, which is convenient for team management in the later period.
The fourth chapter of the bank marketing work plan: First, mobilize the employees of the whole bank to actively provide deposit marketing clues. As long as valuable marketing clues are found, account managers and relevant marketers will act immediately, contact customers in various ways, and try to dig up funds.
Secondly, take advantage of the opportunity of a large amount of funds returning during the Spring Festival to find and track the flow of customers' funds in time and turn short-term hot money into long-term deposits.
Third, make full use of the existing publicity methods of our branch, such as SMS marketing and publicity slogans, to convey the information of my deposits and attract customers to come to our door actively.
Two, combined with the characteristics of outlets, vigorously expand the business friend card, increase the number of cards issued. Take points and areas, use cards to absorb storage, and drive the all-round development of business.
The branch is located in the downtown area, with many merchants and convenient transportation. Every merchant is a potential customer of a business friend card that can be tapped. With the new business friend card as the medium, it can attract merchants to pay for goods, increase deposits at outlets, and drive small and medium-sized merchants to transfer money to new jobs on pos. At the same time, you can also sell credit cards to merchants, which can serve multiple purposes. At present, the main follow-up project of our outlets is the merchant development of upstream cards. The specific work began in August, and a thorough publicity was conducted for the merchants. In September, it was an important customer base of the new distributor's friend card in our outlets. 1 month is led by the person in charge of the network, and the account manager is responsible for further follow-up, which has changed the previous passive situation of business development.
Third, the daily business indicators of the outlets are always persistent.
While deposit marketing and business card expansion are in full swing, other daily business indicators of outlets cannot be relaxed. For example, key funds, insurance, precious metal sales and so on. At the same time, strengthen and improve the assessment and incentive mechanism to enhance the enthusiasm and coordination of employees. By subdividing the market, highlighting the key points of business development, formulating specific work objectives and task plans, making full use of the powerful platform of performance pay assessment scheme, further increasing the intensity of rewards and punishments, praising the advanced, encouraging the backward, forming a good atmosphere of performing their duties, doing their best and developing together, and promoting business development.
Fourth, improve service level, standardize service and strive for first-class service outlets.
First of all, standardize the service, do a good job of three-tone service according to the civilized service requirements of the head office, think about what customers think, worry about what customers are anxious, and improve the service quality from the details. Strengthen and expand the service function of outlets, focusing on debt business, personal business, intermediary business and wealth management business, focusing on the person in charge of outlets, account managers and lobby managers, upgrading vip, integrating products, and implementing the "bundled" all-staff marketing strategy.
Secondly, strengthen the training and learning of employees and improve their comprehensive professional quality. Use pre-class study, special training and exchange study to create a good learning atmosphere and improve the cohesion and combat effectiveness of employees.
Thirdly, with the help of our advanced online banking and self-service equipment, we can divert low-end customers, reduce the pressure on the counter and further optimize the service environment.
Bank Marketing Work Plan 5 I. Theme: Golden Autumn Marketing
The theme of this activity is Golden Autumn Marketing, which aims to express the sincere desire of the Bank to share the fruits of hard work and create a better future with high school and mass customers, and to spread the business philosophy that the Bank's personal banking business is customer-centered and committed to achieving a win-win situation for both banks and customers. On this basis, banks can refine the main selling points of activities into sub-topics according to the characteristics of banking activities.
2. Activity time: 20xx-65438 September 26th+10/October 30th 3 1.
Third, the purpose of the activity:
Taking Mid-Autumn Festival and National Day as the tipping point, focusing on personal high-end customers and cardholders, focusing on consolidating and developing customers, promoting the use of savings cards and increasing the handling fee of Express Huitong, focusing on expanding the shopping, tourism, catering, entertainment markets and related markets, while expanding product coverage, promoting the multi-frequency and multi-variety use of customers and promoting the all-round development of personal banking business; At the same time, through the development of marketing and publicity activities in Golden Autumn, we will establish the brand social image of our bank, enhance customers' knowledge and feelings about our three-level personal financial services (VIP service, community service and self-service), improve the distribution efficiency of electronic channels and effectively improve business performance.
Four. Activity content
Activities mainly include the following contents:
(a) Golden Autumn promotional products happy to send preferential promotional gifts.
In order to encourage cardholders to spend by credit card and pay without paper, promote the rapid growth of various business volumes of bank cards and self-service devices, maintain and enhance the competitive advantage of Express Huitong business, and promote the sustained and rapid development of remittance business, the following preferential promotions and gifts are specially carried out:
1. Golden Autumn Marketing. Send gifts by yourself.
(1) During the activity, customers who pay twice on the self-service equipment in the province with our savings card can exchange the payment voucher and deposit and withdrawal voucher for a gift worth * * * yuan at the local business outlets. First come, first served, until it is delivered. The voucher must be the payment voucher of the same savings card. After the gift exchange, we will take back the payment voucher.
(2) Customers who sign the payment agreement during the activity can get a gift worth * * * yuan. Send it after signing the contract, one for each household, first come, first served, until it is delivered.
The event gifts are purchased by the bank itself.
2. Golden Autumn Marketing. Kaqing double festival
(1) During the activity, the annual fee of the current year is exempted when applying for the card.
(2) If the credit card consumption reaches a certain standard, you can use the POS documents and bank cards of consumer transactions to collect the gifts of the corresponding standard at the designated place of the local CCB until the consumption is finished.
Spend more than * * * yuan by credit card, and give gifts worth * * * yuan;
Spend more than * * * yuan by credit card, and give gifts worth * * * yuan;
Spend more than * * * yuan (inclusive) by credit card, and give gifts worth * * * yuan;
Spend more than * * * yuan (inclusive) by credit card, and give gifts worth * * * yuan;
Gifts should fully cater to customers' psychology of holiday leisure shopping. Suggestions for spending less than RMB * * * * include zoo tickets, park tickets, and package tickets for fast food restaurants with elegant dining environment such as McDonald's around shopping malls. These are all set by the bank itself.
Banks should actively screen 3-4 special merchants with large consumption transactions, such as large shopping malls, high-end hotels and high-end restaurants, according to local actual conditions, and take the form of on-site gifts to customers who meet the consumption standards that day to enhance the sensational effect of the activities.
As the activity lasts for more than one month, banks should reasonably arrange the rhythm of gift delivery, determine the number of gifts of various grades every day, and deliver the gifts on the same day; At the same time, banks should actively give gifts to customers with different cards.
3. Golden Autumn Marketing. Express Huitong provides big delivery.
During the activity, the remittance fee for express Huitong was reduced by 20%.
(2) Golden Autumn Marketing. Happy product distribution network, silverware product display and quality service activities.
Carry out autumn marketing with business outlets as the unit. Products are willing to send high-quality services and personal silver products for exhibition activities. These activities mainly include:
1. Hang publicity banners at business outlets, and post and place marketing activity posters and activity leaflets of provincial branches (issued recently) to attract customers' attention with novel and rich visual appeal.
2. Tellers in outlets wear work badges uniformly, which increases the affinity of employees and highlights the warm and cordial service image of our employees.
3. During the activity, outlets should set up special publicity information desk and be equipped with storage guide, strengthen dynamic publicity, guide customers to handle ordinary deposit and withdrawal and payment business through self-service channels provided by banks, and actively do related exchange work.
4. Actively carry out high-quality service of outlets, improve the service quality of counters of express Huitong and other businesses, strengthen the communication between counter personnel and customers, and effectively enhance the service image of outlets.
5. Do a good job in providing customers with green channel services, provide preferential services to customers in strict accordance with relevant requirements, and create a good holiday service environment for customers.
(3) Golden Autumn Marketing. The products are happily sent to community activities.
1. Expand the penetration of community marketing, close community relations, and steadily promote community marketing as planned.
Seize the favorable opportunity of Mid-Autumn Festival and National Day to carry out autumn marketing, send products to community marketing activities with joy, and steadily promote the second phase of community marketing. Through the close combination of excellent service, outdoor exhibition, community finance class and community publicity of marketing team, the image of community service will be established in an all-round way, the connection between community financial service outlets and target communities will be strengthened, the feelings between outlets and community customers will be brought closer, and community marketing will be steadily promoted.
2. Determine the target customers in the community, actively expand the relevant business volume in combination with the promotion content of the activity, and effectively improve the business performance of community marketing.
(1) Actively expand express Huitong business.
September and June 5438+ 10 are the peak periods for students to enter school or register as freshmen. Banks can carry out marketing activities to enjoy remittance discounts with student ID cards or admission notices, attract student customer groups and expand the market business of educational communities. For people with high remittance frequency in cities, such as business people and migrant workers in commercial communities, actively carry out community marketing activities to improve the effectiveness of marketing activities; For large remittance companies with potential and national and trans-regional enterprises with demand for paying wages in different places, banks can conduct one-to-one marketing through public-private linkage, and strive for batch remittance services such as paying wages in different places.
four
In the first quarter of 20xx, the deposits of major banks and financial institutions in the city basically increased, while the deposits of our bank decreased in the same period. Facing the increasingly fierce competition for deposits, it is the most urgent prerequisite to formulate a perfect and effective deposit marketing strategy! A good marketing plan will become an effective means to expand the market and extend the brand.
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.
Establish a leading group of * * sub-branch deposit hundred-day competition, with President Wang * * as the team leader, Vice President * * as the deputy team leader, Vice President * * and Office and Marketing Department * * as members. There is an office under the office of the leading group, which is specifically responsible for the organization, liaison, coordination, supervision, scheduling and evaluation of the marketing system construction of the 100-day deposit contest.
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.
stabilizing 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) Launch a saving contest to win deposits: formulate strong incentive measures, establish a chess sense of unifying collective and individual goals and interests, and strive to win deposits in the whole bank.
(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, concentrate on digging customers from other banks, and always pay attention to the expiration time of a large number of trust wealth management products that have been issued, organize personnel to follow up with large savings customers by telephone, make zero-distance contact with customers, and smoothly transfer all trust wealth management products and deposits due to large customers. 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: First, taking the borrowing enterprises as the breakthrough point, we will handle the business of paying wages on behalf of them. Then, by contacting the industrial and commercial bureaus in * * District, Xincheng District and * * District, with all enterprises in the region as the breakthrough point, the secondary branch will actively implement a package of financial services in cooperation with the marketing department and the comprehensive business department to promote the coordinated and rapid development of deposits, wealth management and e-banking.
Seven, marketing means and methods
(1) Implementing the marketing environment: implementing the marketing measures to the heads of secondary 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 concept that grasping deposits means grasping benefits, and improving self-sufficiency of funds means improving asset creation ability. Secondly, a mobilization meeting for everyone to grab deposits was held in the whole bank, and all employees were organized to seriously study the marketing activity plan and unify their thinking around the task and 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 carry out the belief that from leaders to ordinary employees, we should adhere to unity to stimulate vitality, unity to stimulate wisdom, unity to stimulate fighting spirit and unity to create miracles.
(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.