Bank card and online banking analysis
With the rapid development of bank cards and technology networks, the Bank's bank card and online banking business have ushered in a spring of development in the opportunities and challenges.
First, the basic situation
As of the end of October XX, the total number of cards issued by the city reached 600,000, a net increase of 130,000 compared with the beginning of the year, of which 8,022 credit cards, a net increase of 818 compared with the beginning of the year; the balance of card deposits reached 1.34 billion yuan, a net increase of 2.5 over the beginning of the year. 100 million yuan; card spending totaled 381.65 million yuan; realized bank card fee income of 9.51 million yuan, an increase of 8.904 million yuan over the same period last year; international card cumulative receipts amounted to 440,000 yuan, an increase of 230,000 yuan over the same period last year; The number of online banking registered customers reached 543, with 181 new ones. The number of registered customers reached 58 and 17 new ones. The total transaction volume was 29.8 billion yuan.
Second, the main problems in the work
1. The development of credit card business faces "internal and external troubles"
Credit cards are the result of a combination of modern technology and financial business. The development of credit cards not only promotes the conversion of payment activities to non-cash payment methods, but also improves the social civilization level, and plays an important role in the adjustment of social supply and demand. At this stage, domestic major commercial banks draw on the advanced experience of international credit card management and management, and set up credit card centers in accordance with the mode of centralized operation, operation and management, for independent accounting, vertical management and professional operation. For secondary card issuers, there are many problems with issuing credit cards. Although the city's credit card business is developing steadily according to the plan, its development is extremely uneven. Among the 818 new credit cards added in XX, there are 470 employee credit cards, which shows that the development speed of credit card business is seriously lagging behind. To break through the current difficulties in issuing cards, it is necessary to understand the reasons.
Internal constraints
Since the "new generation" data collection in XX, the second-level branch card department has received the card issuance permission, centralized management, and intensive management of credit investigation, credit control management, card issuance, card making, and overdraft collection. After centralized management, the credit card business has achieved good results in credit investigation, credit control management, etc., but the risk is basically concentrated in the bank card department. At the same time, due to the lack of full-time, professional credit control and overdraft collection personnel in the second-level branch card department, the card department could not expand the marketing scale. As far as the development status of our credit card business is concerned, the issuance of credit cards still depends on the cooperation and support of the branches. After centralized management, each branch has no card-issuing benefits and no deposit funds in the credit card business. Although it has implemented a series of preferential policies such as annual profit sharing and large customers' free guarantees, it is still difficult to mobilize the enthusiasm of the issuing banks. For the above reasons, branches and outlets are reluctant to develop credit card customers with credit card customers who have high credit ratings, large deposits, and frequent card usage.
Function needs to be improved
The competitiveness of the bank card business lies in its perfect function and outstanding selling point. Compared with other credit card businesses, the Bank has no obvious competitiveness in terms of release time, technology content, market space and product functions. Therefore, it is imperative to make use of existing technology and network advantages to improve the use of credit cards.
Traditional marketing concept is difficult to meet the requirements of credit card business development
The bank card business has become the focus of competition among domestic commercial banks and an entry point for foreign banks to enter the Chinese market. At present, the propaganda and marketing strategy of our bank is far from keeping up with the fast-developing concept of fashion life. Only by the secondary branches to carry out marketing activities, the manpower, material resources and financial resources can not meet the requirements, the propaganda of each bank is also their own, and has not yet formed a unified promotion image.
2. Carry out business ideas and product innovation, and expand the source of bank card revenue
Bank card income mainly includes card issuance income, annual fee income, transaction fee income, interest income, merchant rebate income, etc. These incomes ultimately depend on the quality of service, the merits of practical functions and the quality of the card environment.
Integrate resources, improve product functions, and realize the complementary advantages of bank card business and online banking business
The first is to expand the financial management function of bank cards. In order to break through the traditional consumption and settlement functions of bank cards, all commercial banks have worked hard on the innovation of bank card types and functions, and have gradually expanded their business models such as one-card multi-account, one-card multi-currency and one-card multi-purpose. The functions of fixed-sale, local and foreign currency exchange have made the bank card business naturally connect with the traditional savings business and foreign exchange business, enriching the financial management function with the bank card as the carrier, and have achieved great improvement in scale and efficiency. . The second is to use online banking as a business platform to expand the various agency services of bank cards. Bank card is used as a carrier to carry out services such as paying bills, electricity bills, paying wages and online shopping through online banking, making full use of the respective advantages of bank cards and online banking. The third is to seek new profit growth points and promote smart cards. Because the magnetic stripe card has the characteristics of easy damage, easy degaussing, and on-line operation, the security performance is poor and it is easy to be counterfeited. Therefore, the issuance of high-tech smart cards is the only way for the development of bank card business and an important means to improve market competitiveness.
Improve card environment and improve card quality
According to the principle of the PBOC's allocation of cross-bank transaction income on the trading terminal, the method of fixed agency fee and fixed issuer's income is adopted for the inter-bank transactions of ATM and POS respectively. Therefore, implementing efficient operation management of ATM and increasing credit card consumption rate are effective measures to improve the card environment.
Several issues should be emphasized in expanding the card consumer market
Since the city was established in October XX, the city has developed 286 special merchants of UnionPay, accounting for 1.6% of the city's merchants, and the Agricultural Bank has signed 76 contracts. From January to September of XX, the total amount of bank card consumption of the four commercial banks of industry, agriculture, China and China was 127.78 million yuan. Among them, the bank card consumption of the Agricultural Bank is 15 million yuan, and the fee income is 90,000 yuan. It can be seen that the development of our bank card business is obviously insufficient, mainly in the following: 1 The quality of card issuance needs to be improved. In the initial stage of card issuance, I acted to seize market share, did not reasonably divide customers and targeted product development and marketing, resulting in a large number of "invalid cards" and "sleep cards." 2 The bank card consumer market is insufficient in scale. Merchant rebates are the main source of bank card business income from issuing banks. Most banks are located in large integrated shopping malls, hotels, hotels and large wholesale and retail companies in order to absorb deposits and obtain commissions. For supermarkets, specialty stores and other places frequented by most consumers, because the operators and banks are difficult to reach an agreement on the rebates, the operators refuse to swipe the card settlement, and the banks often have no time to take care of them, which objectively gives the cardholders It has brought difficulties and inconveniences, which has affected the enthusiasm of credit card consumption. 3 The deduction rate and settlement mode inhibited the construction of the bank card consumer market. First, the flexibility of the deduction rate is insufficient, which affects the enthusiasm of merchants to accept bank cards. The deduction rate of existing merchants in our city is between 0.5% and 2%. According to the survey, a large number of large-scale wholesalers with an average annual credit card transaction amount of tens of millions believe that the deduction rate is too high and they are unwilling to accept bank cards. For these merchants, the average annual gross profit is generally less than 5%. Bank card settlement means that at least 0.5% of the profits are “brushed off”, thus resisting credit card consumption. Second, the arrival rate of merchant funds also restricts the enthusiasm of merchants to accept bank cards to a certain extent. Before the networking is universal, the merchant funds can be received in real time within the commercial system. After the network is universal, the transfer of merchant funds needs to go through multiple links such as UnionPay, People's Bank of China Electronic Bank, and Accounting Center. It usually takes 3 days for the funds to arrive, and the arrival speed is slower on weekends or holidays. 4 Consumers' awareness of cards is not strong, which hinders the expansion of special merchants. For consumers who have a strong sense of spending credit, the incompatibility of merchants will lead to the loss of this part of the consumer group.
3. Status quo and problems of online banking business development
As of the end of October XX, the indicators of online banking in our city showed an increasing trend. A total of 198 new customers were added, including 17 corporate customers, with a mobile rate of 32%; 181 individual customers with a 20% moving rate. The accumulated transaction amount for the year was 299.293 million yuan, of which 1977 were corporate customers, the transaction amount was 298.671 million yuan, and the number of individual customers was 13,531. The transaction amount was 156.22 million yuan, which was 86.78% of the original plan. The concentration of customers in the online banking business is high, and there are some problems in terms of scale and efficiency. First, the problem of unbalanced development of online banking business indicators is still outstanding. The transaction volume of individual and unit customers has exceeded the annual plan, and the number of individuals and units has completed 37.78% and 32% of the annual plan respectively. The main reason is that customers need to register at the designated registration bank, which increases the difficulty of registration application procedures. Second, the registered customer's account rate is not high, the personal account rate is 20%, and the enterprise account rate is 30%. It shows that in the process of developing customers, the guidance and maintenance of customers are neglected. It is necessary to establish corresponding regular training and customer return visit mechanism. Third, the stability of system operation needs to be further improved, and the functions need to be further improved. In the specific operation, the customer often finds that the customer does not exist after logging in or after logging in; when the transfer transaction is carried out, the system prompts for the operation failure often occur, and the transfer process is complicated, which affects the transfer of the client funds; There is a lack of a unified marketing mechanism. At present, the marketing promotion of the online banking business of our bank still uses self-made publicity sheets as the medium, lacking basic marketing tools such as publicity logos, materials and customer manuals. Fifth, the income from online banking business is not obvious.
Third, bank card and online banking business development strategy
1. Improve the system and solve the problem of difficult card issuance
In the mode of relying mainly on the card department and the branch issuing card, the key to improving the number and quality of credit card is to straighten out the issue of the distribution of credits and the deposit of credit card customers. If the system can clear the distribution of funds from the card bank and the branch, it will help to expand the high-end customers of the branch.
2. Online banking business needs to improve its comprehensive competitiveness
First, popularize the registration line and increase the assessment. It is guaranteed that the registration of online banking services can be carried out at various outlets, and it becomes passive and active, forming a situation in which customers look for banks to handle online banking business. At the same time, the online banking business indicators were released to the branches and included in the assessment system of the city branches to solve the problem of finding the source of registered customers. The second is to strengthen internal management and establish a sound training mechanism. Increase the training of customers, account managers and online banking technicians of online banking business, especially to establish a customer return visit mechanism, which will play an important role in improving the mobile account rate of online banking customers. The third is to improve system stability and improve online banking functions. For example, simplify the transfer process, batch maintenance of the payee, etc., and at the same time increase the development of online banking functions to meet the launch of new projects and comprehensively enhance the comprehensive competitiveness of online banking. The fourth is to realize the common use of networking, realizing cross-line transactions in real time. At present, it takes two days for the Bank to conduct cross-bank transactions across data centers through online banking. If data exchange is conducted through UnionPay, real-time inter-bank transactions will be realized, and inter-bank transactions will be handled more quickly and safely. The fifth is characteristic marketing. The online banking business can also adopt marketing methods such as annual fee reduction, special optical discs for large customers, regular meetings with customers, etc., while attracting new customers and enhancing the loyalty of old customers.
3. Product development and functional innovation
Bank card new products are developed using existing technologies or new technologies based on market research on customer needs. A small card can be loaded into various business functions, involving clothing, food, housing, travel and other fields, and can realize multi-account and multi-currency automatic financial management functions.
4. Improve the card environment
Whether it is from the perspective of the giant economy or from the perspective of cost accounting, the development of bank cards has brought many conveniences to the country and consumers. The government should actively support the consumption of credit cards and encourage special merchants to accept credit card consumption.
5. Improve management concepts, change management system, and establish a professional bank card team
The change is general, the general rule is reached, and the bank card business is also the same. Some banks implement the mode of the bank card department, and the development of the bank card department relies on the traditional business, which results in the work efficiency of the card department staff is not high. Therefore, the development of new products and the effective implementation of marketing strategies require a group of professional bank card teams.
First, the basic situation
As of the end of October XX, the total number of cards issued by the city reached 600,000, a net increase of 130,000 compared with the beginning of the year, of which 8,022 credit cards, a net increase of 818 compared with the beginning of the year; the balance of card deposits reached 1.34 billion yuan, a net increase of 2.5 over the beginning of the year. 100 million yuan; card spending totaled 381.65 million yuan; realized bank card fee income of 9.51 million yuan, an increase of 8.904 million yuan over the same period last year; international card cumulative receipts amounted to 440,000 yuan, an increase of 230,000 yuan over the same period last year; The number of online banking registered customers reached 543, with 181 new ones. The number of registered customers reached 58 and 17 new ones. The total transaction volume was 29.8 billion yuan.
Second, the main problems in the work
1. The development of credit card business faces "internal and external troubles"
Credit cards are the result of a combination of modern technology and financial business. The development of credit cards not only promotes the conversion of payment activities to non-cash payment methods, but also improves the social civilization level, and plays an important role in the adjustment of social supply and demand. At this stage, domestic major commercial banks draw on the advanced experience of international credit card management and management, and set up credit card centers in accordance with the mode of centralized operation, operation and management, for independent accounting, vertical management and professional operation. For secondary card issuers, there are many problems with issuing credit cards. Although the city's credit card business is developing steadily according to the plan, its development is extremely uneven. Among the 818 new credit cards added in XX, there are 470 employee credit cards, which shows that the development speed of credit card business is seriously lagging behind. To break through the current difficulties in issuing cards, it is necessary to understand the reasons.
Internal constraints
Since the "new generation" data collection in XX, the second-level branch card department has received the card issuance permission, centralized management, and intensive management of credit investigation, credit control management, card issuance, card making, and overdraft collection. After centralized management, the credit card business has achieved good results in credit investigation, credit control management, etc., but the risk is basically concentrated in the bank card department. At the same time, due to the lack of full-time, professional credit control and overdraft collection personnel in the second-level branch card department, the card department could not expand the marketing scale. As far as the development status of our credit card business is concerned, the issuance of credit cards still depends on the cooperation and support of the branches. After centralized management, each branch has no card-issuing benefits and no deposit funds in the credit card business. Although it has implemented a series of preferential policies such as annual profit sharing and large customers' free guarantees, it is still difficult to mobilize the enthusiasm of the issuing banks. For the above reasons, branches and outlets are reluctant to develop credit card customers with credit card customers who have high credit ratings, large deposits, and frequent card usage.
Function needs to be improved
The competitiveness of the bank card business lies in its perfect function and outstanding selling point. Compared with other credit card businesses, the Bank has no obvious competitiveness in terms of release time, technology content, market space and product functions. Therefore, it is imperative to make use of existing technology and network advantages to improve the use of credit cards.
Traditional marketing concept is difficult to meet the requirements of credit card business development
The bank card business has become the focus of competition among domestic commercial banks and an entry point for foreign banks to enter the Chinese market. At present, the propaganda and marketing strategy of our bank is far from keeping up with the fast-developing concept of fashion life. Only by the secondary branches to carry out marketing activities, the manpower, material resources and financial resources can not meet the requirements, the propaganda of each bank is also their own, and has not yet formed a unified promotion image.
2. Carry out business ideas and product innovation, and expand the source of bank card revenue
Bank card income mainly includes card issuance income, annual fee income, transaction fee income, interest income, merchant rebate income, etc. These incomes ultimately depend on the quality of service, the merits of practical functions and the quality of the card environment.
Integrate resources, improve product functions, and realize the complementary advantages of bank card business and online banking business
The first is to expand the financial management function of bank cards. In order to break through the traditional consumption and settlement functions of bank cards, all commercial banks have worked hard on the innovation of bank card types and functions, and have gradually expanded their business models such as one-card multi-account, one-card multi-currency and one-card multi-purpose. The functions of fixed-sale, local and foreign currency exchange have made the bank card business naturally connect with the traditional savings business and foreign exchange business, enriching the financial management function with the bank card as the carrier, and have achieved great improvement in scale and efficiency. . The second is to use online banking as a business platform to expand the various agency services of bank cards. Bank card is used as a carrier to carry out services such as paying bills, electricity bills, paying wages and online shopping through online banking, making full use of the respective advantages of bank cards and online banking. The third is to seek new profit growth points and promote smart cards. Because the magnetic stripe card has the characteristics of easy damage, easy degaussing, and on-line operation, the security performance is poor and it is easy to be counterfeited. Therefore, the issuance of high-tech smart cards is the only way for the development of bank card business and an important means to improve market competitiveness.
Improve card environment and improve card quality
According to the principle of the PBOC's allocation of cross-bank transaction income on the trading terminal, the method of fixed agency fee and fixed issuer's income is adopted for the inter-bank transactions of ATM and POS respectively. Therefore, implementing efficient operation management of ATM and increasing credit card consumption rate are effective measures to improve the card environment.
Several issues should be emphasized in expanding the card consumer market
Since the city was established in October XX, the city has developed 286 special merchants of UnionPay, accounting for 1.6% of the city's merchants, and the Agricultural Bank has signed 76 contracts. From January to September of XX, the total amount of bank card consumption of the four commercial banks of industry, agriculture, China and China was 127.78 million yuan. Among them, the bank card consumption of the Agricultural Bank is 15 million yuan, and the fee income is 90,000 yuan. It can be seen that the development of our bank card business is obviously insufficient, mainly in the following: 1 The quality of card issuance needs to be improved. In the initial stage of card issuance, I acted to seize market share, did not reasonably divide customers and targeted product development and marketing, resulting in a large number of "invalid cards" and "sleep cards." 2 The bank card consumer market is insufficient in scale. Merchant rebates are the main source of bank card business income from issuing banks. Most banks are located in large integrated shopping malls, hotels, hotels and large wholesale and retail companies in order to absorb deposits and obtain commissions. For supermarkets, specialty stores and other places frequented by most consumers, because the operators and banks are difficult to reach an agreement on the rebates, the operators refuse to swipe the card settlement, and the banks often have no time to take care of them, which objectively gives the cardholders It has brought difficulties and inconveniences, which has affected the enthusiasm of credit card consumption. 3 The deduction rate and settlement mode inhibited the construction of the bank card consumer market. First, the flexibility of the deduction rate is insufficient, which affects the enthusiasm of merchants to accept bank cards. The deduction rate of existing merchants in our city is between 0.5% and 2%. According to the survey, a large number of large-scale wholesalers with an average annual credit card transaction amount of tens of millions believe that the deduction rate is too high and they are unwilling to accept bank cards. For these merchants, the average annual gross profit is generally less than 5%. Bank card settlement means that at least 0.5% of the profits are “brushed off”, thus resisting credit card consumption. Second, the arrival rate of merchant funds also restricts the enthusiasm of merchants to accept bank cards to a certain extent. Before the networking is universal, the merchant funds can be received in real time within the commercial system. After the network is universal, the transfer of merchant funds needs to go through multiple links such as UnionPay, People's Bank of China Electronic Bank, and Accounting Center. It usually takes 3 days for the funds to arrive, and the arrival speed is slower on weekends or holidays. 4 Consumers' awareness of cards is not strong, which hinders the expansion of special merchants. For consumers who have a strong sense of spending credit, the incompatibility of merchants will lead to the loss of this part of the consumer group.
3. Status quo and problems of online banking business development
As of the end of October XX, the indicators of online banking in our city showed an increasing trend. A total of 198 new customers were added, including 17 corporate customers, with a mobile rate of 32%; 181 individual customers with a 20% moving rate. The accumulated transaction amount for the year was 299.293 million yuan, of which 1977 were corporate customers, the transaction amount was 298.671 million yuan, and the number of individual customers was 13,531. The transaction amount was 156.22 million yuan, which was 86.78% of the original plan. The concentration of customers in the online banking business is high, and there are some problems in terms of scale and efficiency. First, the problem of unbalanced development of online banking business indicators is still outstanding. The transaction volume of individual and unit customers has exceeded the annual plan, and the number of individuals and units has completed 37.78% and 32% of the annual plan respectively. The main reason is that customers need to register at the designated registration bank, which increases the difficulty of registration application procedures. Second, the registered customer's account rate is not high, the personal account rate is 20%, and the enterprise account rate is 30%. It shows that in the process of developing customers, the guidance and maintenance of customers are neglected. It is necessary to establish corresponding regular training and customer return visit mechanism. Third, the stability of system operation needs to be further improved, and the functions need to be further improved. In the specific operation, the customer often finds that the customer does not exist after logging in or after logging in; when the transfer transaction is carried out, the system prompts for the operation failure often occur, and the transfer process is complicated, which affects the transfer of the client funds; There is a lack of a unified marketing mechanism. At present, the marketing promotion of the online banking business of our bank still uses self-made publicity sheets as the medium, lacking basic marketing tools such as publicity logos, materials and customer manuals. Fifth, the income from online banking business is not obvious.
Third, bank card and online banking business development strategy
1. Improve the system and solve the problem of difficult card issuance
In the mode of relying mainly on the card department and the branch issuing card, the key to improving the number and quality of credit card is to straighten out the issue of the distribution of credits and the deposit of credit card customers. If the system can clear the distribution of funds from the card bank and the branch, it will help to expand the high-end customers of the branch.
2. Online banking business needs to improve its comprehensive competitiveness
First, popularize the registration line and increase the assessment. It is guaranteed that the registration of online banking services can be carried out at various outlets, and it becomes passive and active, forming a situation in which customers look for banks to handle online banking business. At the same time, the online banking business indicators were released to the branches and included in the assessment system of the city branches to solve the problem of finding the source of registered customers. The second is to strengthen internal management and establish a sound training mechanism. Increase the training of customers, account managers and online banking technicians of online banking business, especially to establish a customer return visit mechanism, which will play an important role in improving the mobile account rate of online banking customers. The third is to improve system stability and improve online banking functions. For example, simplify the transfer process, batch maintenance of the payee, etc., and at the same time increase the development of online banking functions to meet the launch of new projects and comprehensively enhance the comprehensive competitiveness of online banking. The fourth is to realize the common use of networking, realizing cross-line transactions in real time. At present, it takes two days for the Bank to conduct cross-bank transactions across data centers through online banking. If data exchange is conducted through UnionPay, real-time inter-bank transactions will be realized, and inter-bank transactions will be handled more quickly and safely. The fifth is characteristic marketing. The online banking business can also adopt marketing methods such as annual fee reduction, special optical discs for large customers, regular meetings with customers, etc., while attracting new customers and enhancing the loyalty of old customers.
3. Product development and functional innovation
Bank card new products are developed using existing technologies or new technologies based on market research on customer needs. A small card can be loaded into various business functions, involving clothing, food, housing, travel and other fields, and can realize multi-account and multi-currency automatic financial management functions.
4. Improve the card environment
Whether it is from the perspective of the giant economy or from the perspective of cost accounting, the development of bank cards has brought many conveniences to the country and consumers. The government should actively support the consumption of credit cards and encourage special merchants to accept credit card consumption.
5. Improve management concepts, change management system, and establish a professional bank card team
The change is general, the general rule is reached, and the bank card business is also the same. Some banks implement the mode of the bank card department, and the development of the bank card department relies on the traditional business, which results in the work efficiency of the card department staff is not high. Therefore, the development of new products and the effective implementation of marketing strategies require a group of professional bank card teams.
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