Brief introduction: Bank credit refers to the credit given by the bank to the buyer and the seller or one of them, and usually refers to the commitment of the bank to pay the payment under certain conditions. The following is a bank credit report, welcome to read.
In the process of thinking about the branch's business work next year, there is a phenomenon that cannot be ignored, that is, how to maximize the value of existing credit resources and promote the rapid development of the branch's asset-liability business.
First, credit resources are a kind of precious and scarce resources.
The main business of commercial banks is assets, liabilities and more complicated intermediary business, or simply deposit and loan foreign exchange business. It can be seen that loan business and credit business derived from loans are very important businesses of commercial banks, which support and leverage the entire asset-liability business. Even today, the direct relationship between bank credit and enterprises is weakening, the ability of banks to control and restrain social and financial resources is weakening, and the relationship between banks and investors and enterprises is weakening. It is also a very precious and scarce important resource with certain opportunity cost and opportunity. Because the debt business of the institution pays a certain cost, the responsibility for obtaining income mostly falls on the asset business, especially the maximization of credit resources, such as the selection, distribution and adjustment of customer resources, the pricing of credit varieties, the exertion of comprehensive benefits, and the connection of strategic partners' interests. From this perspective, the Bank's asset-liability business still has great development potential.
Two. There is still great potential to maximize the value of our credit resources.
1, there is potential to pull deposits and their derivatives.
According to our investigation and statistics, the number of credit customers decreased, the loan balance of credit customers increased, the deposit balance of credit customers decreased, and the loan-to-deposit ratio of credit customers was 32. 1%, down 4 percentage points compared with the same period. The deposits of some large credit granting households account for less than 7% of the loan balance. Due to the lack of effective credit support, the deposits of small and medium-sized enterprises have declined to varying degrees, and the role of credit in small and medium-sized enterprises is gradually weakening.
2. There is potential for the use and distribution of credit resources.
According to statistics, the actual use of Chinese herbal medicines in the credit line approved by our bank this year is only half, and there is also a dislocation phenomenon in the approval and use of credit scale, which is tight and loose, without scale, scale and object, and the phenomenon at the end of the season is outstanding. To some extent, on the one hand, it shows that we have done a lot of ineffective labor; On the other hand, it shows that marketing still has great potential. In addition, there is an imbalance in the number of credit customers, the distribution of marketing talents and the depth of marketing work, which also has development potential.
There is potential for the connection between public and private enterprises.
On this issue, there is a phenomenon that after the company's business develops to a certain stage, it can develop a series of private financial businesses, and after the private financial customers serve to a certain extent, it can also develop related wholesale businesses. The private equity fund business of the Division can be deepened on the basis of the existing corporate business.
4. There is potential in the collocation and use of credit varieties.
If the work is deeper and more detailed, we can adjust the variety and term structure of customers' credit demand, such as local and foreign currency, long-term and short-term, loan and acceptance, deposit ratio and collateral exchange, so as to maximize the comprehensive benefits of credit resources. If the integration of product variety combination and innovation collocation is obviously insufficient, the product advantages of our bank often cannot be highlighted in the marketing of high-end customers. The division between customer's personalized demand and popular demand is not obvious, and the product has strong convergence. Personalized products, differentiated services and tailored products need to be further strengthened. Account managers don't have a thorough understanding of business knowledge, and () they can't be effectively used and promoted in business. The new corporate business products launched by the branch are not only # from this article, but the marketing staff do not fully understend# the situation. When communicating with customers, they only want to introduce those products that they are familiar with, and rarely use new products. We can't work out a set of suitable product packaging according to the characteristics of customers' production and operation, and the effect is not ideal by putting our products in front of customers and screening them by customers. Other account managers introduce products to customers for tasks, which can't achieve actual results.
There are many reasons for these problems, both objective and subjective. Concreteness: First, we don't know enough about the concept of integrity and integration in the use of credit resources, fail to maximize its value utilization (including business pricing), and some even waste valuable resources, such as borrowing new ones to return old ones, accepting advances, and reducing the risk level of loans. Secondly, in the choice of target customers, there are more passive choices, less active search and insufficient use of credit lines, which proves this. Third, we are not strong enough to dig deep into old customers and develop new customers, and we have not done a good job in our own products and each other's business. Fourth, the intensity of point-to-point extrusion is gradually increasing. For example, the loan-to-deposit ratio of some emerging joint-stock commercial branches is higher than 65,438+000%, and the vertical squeezing of our customers is far beyond our imagination and estimation.
Three. Suggestions on maximizing the use of credit resources.
1. Improve the assessment system and improve the level of marketing execution.
The implementation of a policy depends on the value orientation first, and then on the effectiveness of implementation. Therefore, it is necessary to conduct target assessment on the use of credit resources and correctly guide the marketing work of the whole bank. It is suggested to change the traditional practice of issuing loan completion indicators and design indicators to increase comprehensive benefits such as loan-to-deposit ratio cases and cash flow, such as credit customer settlement, public-private business linkage, product promotion effect, etc., so as to urge all business units to pay attention to and implement this work. All kinds of planned indicators issued by the whole bank, such as new products that have been developed, popularized and applied, should be completed to the letter, and an ethical culture of honesty and trustworthiness and unimpeded enterprise implementation should be formed before the rigid assessment of planned indicators, and all kinds of accidents caused by subjective reasons should be dealt with seriously and decisively.
2. Establish a holistic and integrated Scientific Outlook on Development for cooperation with customers, and establish the dependence relationship between banks and customers.
We should change the point-to-point interest relationship with customers into face-to-face or body-to-body connection, that is, the relationship between banks and customers is dependent, and credit means is only a stepping stone and lever to maintain this interest relationship. The real meticulous work is to develop customers as a resource body, not just on the maintenance of oral and simple daily relationships, but also on the level of personal ownership or enterprise resource loss. Some good systems and habits should be formed in the aspects of public-private business linkage, mutual promotion of asset-liability business and linkage of the whole bank. For example, we should study the centralized credit and investment in the real estate industry, the fee-based relative monopoly industry, and the improvement of the school environment of key universities, and increase the marketing efforts of personal consumption credit, investment and wealth management, Pacific card consumption, use and savings promotion to promote the common development of public and private businesses and asset-liability businesses. For another example, by strengthening the analysis and tracking of logistics enterprises, small and medium-sized enterprises and private enterprises, conforming to the capital flow, under the condition of grasping risks, we will innovate secured mortgage methods and financial instruments, strengthen credit support for small and medium-sized customers, continuously consolidate the customer base, and promote the steady development of asset-liability business.
In addition to the high-level marketing of the head office and branches to related groups and major customers, the key lies in the efforts and actions of marketing personnel. Salesman is the embodiment of a bank's image and quality. In the increasingly fierce competition in the same industry, his ability to highlight the overall resources and innovative production thinking will become more and more important. Without profound marketing knowledge, solid business foundation and strong sense of responsibility and dedication, it is unthinkable to maintain, support and promote the business development of such a huge company. Whether the customer base can be maintained and connected is a great test for the comprehensive quality of marketers. No strong and excellent marketing team, customer-centric? It's just empty talk. Therefore, from a strategic point of view, we should strengthen our sense of responsibility and mission to the cause of Bank of Communications and the fate of employees, and strengthen the pace of staff construction and learning transformation. By creating a learning atmosphere that permeates the whole organization and giving full play to the creative thinking ability of employees, an organic, highly flexible, flat and people-oriented sustainable development organization is established. By improving learning ability, we can eliminate obstacles on the road of development in time, constantly break through the upper limit of business development and maintain the trend of sustainable development. By establishing a strict assessment mechanism, employees' work and study are closely combined, so that employees have a hungry sense of urgency for new knowledge, and learning becomes a way of life and a continuous mental state. Through learning, improve the comprehensive quality of marketers and enhance their ability to expand their business as soon as possible. At the same time, it is necessary to increase the adjustment of employees' metabolism, constantly eliminate the laggards, absorb high-quality talents to join marketing innovation, and replenish fresh blood in time.
3. Concentrate the credit resources of branches and establish internal advantageous banks.
Make strategic adjustments in the layout of assets, liabilities, credit resources and human resources. Regional branches with great development potential should be equipped with high-quality credit or marketing personnel, establish their internal leading position, give full play to the ability of credit resources to derive deposits, and create greater benefits for branches. At the same time, due attention should be paid to the balanced distribution of credit resources among business outlets, at least relatively balanced.
4. Diversification of credit varieties. On this issue, the key is to deeply understand ourselves, peers and customers, keep pace with the times, constantly introduce new marketing ideas and measures, pay attention to the collocation and adjustment of the long, medium and short-term structure of customer credit resources, and improve the comprehensive derivative rate of credit resources.
5. Improve the credit process and improve the comprehensive benefits.
First, in the process of credit approval, do a good job in preliminary research, strengthen industry guidance, enhance the understanding of credit recipients, conduct in-depth customer surveys when necessary, and negotiate a package of credit varieties, credit prices and comprehensive benefits. In order to improve the pertinence of credit work and avoid duplication and ineffective work. The second is to improve the credit process, especially the low-risk or zero-risk credit business process such as full margin.
In the process of climbing to the top of the mountain, we can't guarantee that every step will be successful, but as long as we take a step forward, we will be one step closer to the set goal. On the issue of maximizing the value of credit resources, as long as we attach importance to it, study it and take corresponding actions, it will make certain contributions to the development of banking business and the play of comprehensive benefits. It is indeed a rare, precious and scarce important resource.
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