1. The commercial banks in China are not fully aware of the risks of bank loans. They pay too much attention to scale, but they don't fully understand the quality of assets.

2. The loan ratio is too high. Loans account for about 75% of bank assets, and generally do not exceed 50% abroad;

3. The loan concentration is too high. At present, the loans of China's commercial banks are mainly concentrated in big cities, large projects, large enterprises, or listed companies and monopoly enterprises. In this way, many banks chase after a company and a project. The concentration of assets means the accumulation of risks. In addition, about 80% of the loans of the four major state-owned commercial banks are concentrated in state-owned enterprises, but the output value they create only accounts for 30% of the total industrial added value, which means that it is difficult to ensure the benefit and timely recovery of loans. In addition, "matrix fission", "golden cicada shelling" and bankruptcy in the process of enterprise transformation and establishment have made the credit risk of banks increase unprecedentedly;

4. Non-performing loans remain high. A large number of non-performing loans of commercial banks in China have seriously affected their normal operation and development. Although the state has given a series of policies such as write-off, divestiture and debt-to-equity swap in recent years, some positive changes have taken place in non-performing loans, but the phenomenon of non-performing loans being cleared first and then increased is still relatively common.

5. The loan "three checks" system can not be strictly implemented, the risk responsibility mechanism is not perfect, the responsibility and rights are asymmetric, the loan indicators are blindly issued, and the mortgage loan is not standardized, so it is difficult for banks to enforce the mortgage right.

(2) Risk analysis of collateral

1. Overvalued collateral evaluation. When commercial banks issue mortgage loans, the evaluation department overestimates the evaluation value of the collateral, which makes the final loss borne by the bank when the credit assets are at risk.

2. When accepting mortgage loans, in order to maintain a good customer relationship, banks sometimes only handle mortgage loan procedures with customers according to their credit status. However, when the mortgage loan cannot be recovered, due to the incomplete mortgage loan documents, it cannot exercise the right to dispose of the collateral.

(C) risk analysis of intermediary business

From the development trend, the proportion of intermediary business income of commercial banks will continue to increase. However, some commercial banks blindly carry out intermediary business, which is not regarded as a new profit growth point at all, but as an auxiliary means of traditional business competition, which deviates from the original intention of carrying out intermediary business to increase profits. In addition, the behavior of enterprises stealing credit funds by using bills used in intermediary business has also aggravated the risks of the banking industry.

Second, the feasibility analysis of the bank's business risk management of the company

(A) loan business risk analysis

1, loan business type

(1) short-term working capital loan

Provide RMB liquidity loans and foreign currency liquidity loans to enterprise legal persons who open current accounts in banks. Provide the borrower with working capital for production and operation. The loan period is generally not more than one year. Loan methods include: credit loans and secured loans, of which secured loans include:

(1) Guaranteed loan: when the borrower fails to repay the loan, the third party promises to bear joint and several liabilities as agreed.

(2) Mortgage loan: a loan issued with the property of the borrower or a third party as collateral.

(3) Pledged loan: a loan with the movable property/right of the borrower/third party as the pledge.

(2) Medium-term working capital loans

Provide RMB liquidity loans and foreign currency liquidity loans for enterprise legal persons who open current settlement in banks. Provide the borrower with working capital for production and operation. Loan methods include: credit loans and secured loans, of which secured loans include:

(1) Guaranteed loan: when the borrower fails to repay the loan, the third party promises to bear joint and several liabilities as agreed.

(2) Mortgage loan: a loan issued with the property of the borrower or a third party as collateral. (3) Pledged loan: a loan with the movable property/right of the borrower/third party as the pledge.

(3) Project loan

The loan object is the project undertaker, raising funds for the project and operating the established project company. The loan types are:

Watch industry tourism

Loans for key projects: loans for energy construction, infrastructure construction, electric power construction, syndicated loans and various special loans.

Loan guarantee:

● Take the assets of the project company as the security guarantee for the loan.

● Take the cash flow and income of the project company as the repayment source.

(4) Real estate development loans

The object of the loan is the real estate development enterprise, which provides funds for the enterprise in the process of real estate development/marketing. The types of loans include housing development loans, commercial housing development loans, land development loans, working capital loans to support real estate development, and comprehensive building mortgage lines.

(5) Trade financing business

International trade financing business

The financing object is an enterprise legal person with foreign trade qualification and opening a currency settlement account in our bank.

The financing method is the approved credit line for international trade financing.

Financing types include letters of credit, import bills, export bills, export discounts, packaged loans, secured loans and factoring.

Domestic bill business: ① bill acceptance ② bill discount.

2. Feasibility analysis of risk management of loan business

There are two forms of risk management for the above loan business types:

(1) credit loan

Our company can evaluate the credit rating of the credit loan object as a reference standard for banks to issue loans.

(2) Mortgage loan

Our company can evaluate the collateral and analyze its insured content in depth and detail.

(2) Risk analysis of collateral

1. The evaluation report made by the internal evaluation department of the bank shall be audited by the audit department of the bank. Here we should ensure the independence and professionalism of auditors. If the internal evaluation results are in doubt, please ask the external evaluation agency to re-evaluate and make an accurate and fair conclusion.

2. Banks should strengthen the management of collateral documents, do everything according to regulations, and don't make promises that violate the principles.

(C) risk analysis of intermediary business

1, intermediate business type

(1) RMB settlement business

Including cashier's check business, commercial draft business, check business, collection and acceptance business, entrusted collection business, bank draft business, remittance business, notice deposit business, agreed deposit business, entrusted agency business and national debit card business.

(2) International settlement business

Including foreign exchange remittance, foreign exchange remittance, clean bill collection, foreign currency credit card cash withdrawal, foreign currency credit card collection, valet sales traveler's checks, foreign currency exchange, foreign exchange settlement and sale, import letter of credit opening, import documentary collection, guaranteed delivery, export letter of credit notification, export documentary collection, foreign exchange guarantee, trade financing, credit investigation, valet foreign exchange trading, foreign exchange quotation consultation and US dollar remittance.

(3) Life insurance agency business

In recent years, agency insurance sales have become the "highlight" for banks to carry out intermediary business, and selling insurance through banks has also become a sales channel that insurance companies can't be underestimated. Some emerging insurance companies even sell insurance policies through banks, accounting for 70% of the total premiums.

3. Feasibility analysis of intermediate business risk management

(1) settlement business

Insurance brokerage companies can conduct professional audit business for banks on the contents of insurance policies involved in the process of international settlement, and give professional explanations on doubtful points.

(2) Life insurance agency business

There will be the following problems in the life insurance agency business: First, when selling insurance, bank salespeople will inevitably be misled because they do not have the corresponding quality and are driven by interests, which will lead to intensified customer withdrawal and frequent complaints and petitions. Because the customer bought insurance in the bank, the bank was recognized only when there was a problem, which led to an increase in the operational risk of the bank. Second, banks promote their business in insurance sales and hand it over to insurance companies. However, due to information asymmetry, it is difficult for banks to accurately grasp the overall business volume. After a busy year, the settlement income at the end of the year is not large, which puts the bank in a dilemma.

Therefore, the cooperation between insurance brokerage companies and banks can be in the following three aspects: first, help banks establish effective business management systems and standardize the current bank insurance business. For example, improve the business check process between banks and insurance companies, establish business document management methods, standardize settlement processes and rules such as premiums, and count the surrender business volume. The second is to help banks establish a customer service-oriented training system and cultivate professional financial service teams. Third, the two banks and brokers cooperate to promote product development that meets the needs of bank customers. The biggest feature of this cooperation is to give full play to the role of professional insurance intermediaries, straighten out the relationship between banks and insurance companies, and improve the efficiency of bank insurance sales channels.

In this era of highly developed media, everyone is a sound generator, which makes the content overload. What should content entrepreneurship do in this situation? What aspects should we pay attention to in content marketing? This article is worth reading and thinking about.

This is an era of information overload. Consumers are exposed to more information than they can or are willing to deal with, and they are always overloaded in information reception, which leads to the fact that information is no longer valuable. What is really valuable is attention.

What strategies should marketers use to prevent output information from being filtered as noise by users? You must understand the changes in cognitive strategies of consumers' brains, how the information filters commonly used by consumers work, their preferences for information and their use logic.

Brain Cognitive Strategies: From "Doing Subtraction" to "Doing Addition"

In the printing age, we use paper tools to record knowledge and ideas, but paper is expensive and wastes space, so publishing institutions simplify knowledge through professional gatekeepers (usually editors) and present it in periodicals, books and other media for people to obtain.

At this time, the basic strategy for the brain to recognize the world is filtering and screening, that is, acquiring knowledge by "doing subtraction". The shape of knowledge is the pyramid shape of "data-information-knowledge-wisdom". In the Internet age, the situation has changed. The information stored in the computer is massive and cheap, and the cognitive strategy of the brain has become the link of knowledge. People acquire knowledge through "addition", and the shape of knowledge is cobwebs.

What is a knowledge link? For example, when we want to know the meaning of "marketing", we will read the word "marketing" on Wikipedia. Many related words in the entry content can be clicked and linked to terms such as "consumers" and "repeat purchase rate", and a series of related articles are listed behind each term for reference. Your original purpose may be just to get the meaning of "marketing", but in the end you found yourself in an article by Uma Xiaoman through countless links. Like David? Weinberg said: "Ideas can be hyperlinked, and you can click to jump from one point of view to another."

Information filtering: from "gatekeeper" to algorithm recommendation/social filtering

Internet scholar Clay shirky believes that the phenomenon of information overload has existed for a long time. When people feel overwhelmed by information, it is actually our filter that fails.

Even 500 years ago, a normal person could not finish reading the existing human classics in his life, but in the era of paper media, radio and television media, the filter of information was the "gatekeeper". They are individuals, such as journalists, editors or some media organizations. They will screen and filter information, just like a filter, and a large amount of information will be intercepted before reaching the public. In the Internet age, gatekeepers gradually lose their authority, and a lot of information is generated every minute. How to keep people from being suffocated by massive information?

Technology began to play the role of a filter. Technology mainly falls into two categories: algorithmic mechanism and social mechanism. The algorithm mechanism makes personalized recommendations for users through the powerful memory and processing power of the computer and the calculation of users' reading habits and preferences, such as the information platform represented by today's headlines. Social tools are based on friends, colleagues or people we respect to help us find things we are interested in, such as WeChat, Weibo and other social media.

Information flow: from "silent spiral" to "echo market"

The "spiral of silence" means that when people express their thoughts and opinions, they will actively participate in the voice if they find that the opinions they agree with are popular. On the contrary, when they find that their opinions are ignored, they will remain silent even if they agree, so they enter a spiral, and the dominant opinions become stronger and stronger, and other opinions gradually disappear.

In the Internet age, the audience is getting rid of the "silent spiral". No matter how perverse their views are, they can always find people with the same voice, even opinion leaders. Just like in douban, you can even see things like "anti-parents"

(Parents are evil) "More than 654.38+ 10,000 people, as well as some very small groups such as singers and directors.

Information filters based on personalized recommendation and social recommendation aggravate this trend. We are more like being in an "echo market", where we hear the same or similar sounds as ourselves the most. The role of opinion leaders is becoming more and more prominent. In a vertical field, they become extremely valuable information sources.

How to play content marketing in the era of information overload?

Do not sell products, but share ideas.

In the era of information overload, consumers are in a state of information overload, and the information they are exposed to far exceeds the information they can or are willing to deal with. What is valuable is no longer information, but attention. At the same time, with the upgrading of consumption, the era of consumers choosing limited products has passed, and the traditional marketing model has begun to be unable to forcibly present product information to consumers. Many times, irrelevant product information will only be filtered out by them as noise.

As mentioned earlier, the cognitive logic of the brain in the Internet age is "addition", and the views are gradually strengthened between jumping links. Brands want to capture the minds of users and need to put on the coat of opinions. The official voice may be like floating clouds in the sky, but the voice of opinion leaders is as deeply rooted in the minds of users as the roots of plants. Opinion leaders are active, have their own flow, are more neutral and credible, and are closer to consumers in values and beliefs, which is of reference value.

Let's take a look at how wechat large HOGO sells bags. The title of the soft article is "Will you spend a month's living expenses on a bag?" The article tells several stories of thousands of words with strong feelings. The whole article advocates a value that "women buy bags not for vanity, but for dignity in their own lives" and "no matter how poor they are, they should buy a good bag, which is the embodiment of their love for life", providing women with a reason to shop, and then letting them see the promotion information of brand-name bags on a TV platform at the end of the article.

After some emotional preparation (long-term subscription fans have been brainwashed for a long time), it is more logical to click on the purchase. Such soft articles are much more brilliant than those advertisements that finally throw readers a "guess the ending".

Channel from flat to vertical, small is beautiful.

The marketing thinking of "whoever grabs the big channel and has more traffic will win" has fallen behind, and the importance of accurate traffic has exceeded its quantity. Internet traffic portals are changing from portals to search engines and social media. The head advantage of traditional media has disappeared, and the small and beautiful traffic can not be ignored, especially on the mobile side. The traffic first enters the super apps such as WeChat, Weibo, Today Headline and Taobao, and then is diverted to various official WeChat accounts, Headlines and Taobao stores.

The channel strategy of brand launch has also changed. In the past, just push the marketing information to the prominent position of the head media or search engine, and you can get objective clicks and conversions. Now you need a more refined delivery strategy and channel mix. As the traffic inclines to high-quality content, the status of channels is no longer firm. Marketing platforms that aim at fine delivery, such as Gathering Media, begin to explore the strong correlation between channels and content, and formulate vertical delivery strategies according to the attributes of content to maximize marketing effects.

Clever use of filters to direct the spotlight at the audience.

If you want marketing to reach the audience accurately, instead of being filtered out as noise, you must be familiar with the way the audience filters information today. As mentioned above, the authority of traditional media such as newspapers, books, radio and television comes from their filtering information for others.

At present, there are two kinds of information filtering for audience: one is algorithm mechanism and personalized recommendation. One is social filtering. The starting point of these two filtering mechanisms is the audience itself.

Marketers must know more about the audience's preferences and thinking patterns than in the past in order to successfully capture their minds. What kind of information do they browse every day? What do they like to show off on social networks? What kind of interaction do they prefer?

Different types of product consumers have different behavior patterns. For example, the user group of maternal and child products is a group of people who are eager to share their children and are sensitive to promotional information. Then the mechanism of sharing baby-care dry goods, goods selection guide and "promotion+sharing" is a powerful way to enter the user's mind. It is wise for brands to change their "boasting" mentality to "doing what they like" and put the spotlight on users.