Marketing plan for the second half of 2019

Work plan for the second half of the year:

Divide the target market and vigorously carry out multi-level and three-dimensional marketing promotion activities.

The customers responsible for the xx department can be broadly divided into four categories, namely cash management customers, company non-loan households and e-banking customer customers. Combining the development goals of the whole year, adhering to the market-oriented, customer-oriented, account-based, and grasping the big and small, adopting the strategy of “guaranteeing large customers, striving to transform small customers, and actively expanding new customers”. Formulate detailed marketing plans, and carry out a series of media promotion, outlet sales , large-scale product promotion meetings, key customers' door-to-door promotion, organization of bidding and centralized marketing activities throughout the company to form a continuous marketing campaign.

Consolidate the leading position in the cash management market. Continue to level and deepen the promotion of cash management services, and strive to improve the customer value of products. It is necessary to increase the market influence by focusing on key customers and enhance the brand effect of cash management. All branches must investigate key customers, industry players and group customers in their jurisdictions, analyze their business characteristics and models in depth, design practical cash management plans, and proactively conduct marketing. For the cash management stock customers to explore deep-seated needs, solve existing problems and improve customer contribution. This year, we are seeking 185,200 new cash management customers.

In-depth development of the company's non-loan market. SMEs have no creditors, which is also the basic customer of the Bank and provides an important source for asset business and intermediary business development. In the year of XX, last year, based on the theme marketing activities of the “Hongye Settlement” of small and medium-sized enterprises, the experience was summarized, the marketing was deepened, and the marketing effect was enhanced. It is necessary to maintain the company's non-prime market marketing growth in volume and focus on improving quality; to optimize the structure, increase the proportion of quality customers, reduce the cost of financing, and increase the sales of high value-added products. It is necessary to focus on the company's account-free marketing without creditors, and strive to expand market share. It is necessary to strengthen the maintenance and management of the company without loans, analyze its settlement characteristics in depth, conduct product marketing, and expand the Bank's settlement market share. In XX, we will strive to achieve 358,001 new settlement accounts, 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 there are still some township financial offices in the city that have not opened an account in our bank, we will use various resources to conduct marketing and strive for full bloom. It also took advantage of the trend to launch marketing campaigns against other government branches in various townships and strive for a larger share of deposits. At the same time, for more than 10 key customers such as large and medium-sized enterprises, famous enterprises, the world's top 10, 8,000 before tax payment, and 7343 before import and export, they will be listed and subscribed to target customers and carry out key research.

Strengthen the management of service channels and carry out the “Billing Quality Service Year” activities in depth.

Customer resources are a vital resource for the whole company. For the public customers, they are quality customers and potential customers of the whole company. They should use the unified view system of the public to further reflect the personalized and diversified services based on the comprehensive provision of quality services. . String 7

To build three channels:

First, according to the requirements of the head office, “the second-level branch settlement and cash management department should have at least three account managers; each of the public service outlets should be equipped with at least one account manager according to the business development. The outlets with rich customer resources should be appropriately increased. Match, "Build a high-quality marketing team.

The second is to strengthen the construction of physical outlets. At present, due to the variety of public settlement business methods and the differences in the company's management model, the most commonly used for public customers is still the counter service channel. We must strengthen the construction of outlets. In the renovation of VIP financial centers, we must fully consider the business needs of public customers and meet the needs of customers. Each department must formulate a detailed network-to-business marketing guide, and provide guidance on service content, service requirements, service behavior specifications, and service processes of different business outlets.

The third is to expand the e-banking business channels and expand the proportion of out-of-the-box business. This year, while e-banking continues to expand its market share, it will also be “intensive and intensive” to expand its target customers. All branches should pay full attention to the list of target customers issued by the branch office, focus on and carry out marketing work in a targeted manner, and occupy an absolute advantage in the market of high-quality customers. At the same time, we do a good job in customer service and in-depth marketing. Through the establishment of corporate customer e-banking accounts, and as an important basis for customer support and services, we will promptly solve the problems encountered in the process of using our e-banking products, and recommend new e-banking products to customers in a timely manner. Improve “mobility rate” and customer usage.

In-depth development of the "Billing Quality Service Year" campaign. It is necessary to establish a customer-centric modern financial service concept, sort out the system, integrate the process, and target the needs of the target customers. Accelerate product innovation, improve service efficiency, deal with problems in a timely manner, strengthen service management, improve customer satisfaction, and build a customer-centric service model. Improve the service quality of the xx department in an all-round way, and achieve the goal of good and fast development throughout the company.

Accelerate the pace of product innovation and increase the application of new products

As the product department, the Settlement and Cash Management Department undertakes the responsibility of product innovation, maintenance and management to strengthen the construction of the marketing support system. Do a good job in the promotion of the three core systems of corporate travel, corporate information management and unit bank settlement account management of the head office, and provide technical means for implementing scientific marketing management. String 9

Improve the settlement product innovation mechanism. The first is to implement a product manager system, with each line equipped with a product manager. Product managers should be the main bearers of collecting and developing products. The second is to establish an information feedback mechanism. Each department will summarize the customer's needs and report it to the branch settlement and cash management department. The branch regularly organizes contact lines and key lines to hold product innovation business seminars to focus on solving customer concerns.

Improve the market awareness of Caizhi account brands. This year, we will continue to implement the settlement and cash management brand strategy, with the “Qizhi Account” as the core, expand the brand connotation under the unified brand and enhance the brand value. It is necessary to timely design the brand of newly developed settlement and cash management products, and formulate appropriate brand strategies into the unified brand system. Strengthen the promotion of Caizhi account brand, do a good job of brand maintenance, and maintain brand influence.

Develop third-party depository business. Seize the opportunity of multi-bank third-party depository business, expand the proportion of banking license business, and give play to the advantages and advantages of our bank's e-banking.

Increase the intensity of new product promotion. All branches must strengthen the collection of product requirements and the organization and management of new product promotion, clarify responsibilities, strengthen assessment, form a wide-ranging and responsive market demand feedback network, and task-specific, incentive-effective new product promotion mechanisms to enhance the market. The fast resilience capability really enables the new products to be launched to capture the market and make profits as soon as possible. This year, we will launch new products such as the domestic and foreign currency integration fund pool, unit customer newsletter notification, financial service certificate, and national automatic clearing system.

Grasp the team of account managers and product managers, and train talents in the xx department

It is necessary to strengthen personnel management, implement daily work practices, formulate codes of conduct, establish and improve work log systems, customer file systems, visit customer systems, and information feedback systems.

Strengthen business training. This year, the branch will continue to organize various settlement and cash management businesses, e-banking training and marketing skills training, try more diverse training methods, expand the scope of trainees through in-depth training at the grassroots level, and strive to improve the quality of business personnel to adapt to modern business. Banking market competition demand. String 3

Strengthen process management and improve risk control

It is necessary to take the risk prevention and control as the main line and actively improve the settlement system. In product innovation, adhere to the system first. It is necessary to regularly report the movements of settlement cases, formulate practical preventive measures, and resolutely curb settlement cases. Strengthen the management of settlement intermediary business income and increase the intensity of account management. To further strengthen supervision, accounting inspectors and post-supervision supervision should pay attention to the role of daily business inspection and supervision, timely discover and block business errors and loopholes, and each network should rectify existing problems.

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