| Nowadays, with the reform and the development of the state-ownedcommercial banks in China, to explore a management system which joints withinternational finance on the one hand and applies to China's economicdevelopment of socialist specific characteristics on the other hand is becomingthe goal for which the theoretical and financial field are taking joint efforts. Asan important part of bank management system, bank marketing has aroused agreat attention from theoretical field especially bank circles. Under the guide ofcommercial bank management theories, taking from the developed countries theeffective marketing theory and practice under the market economy for referenceis one of the important measures employed by all the commercial banks hometo extend their business. That is also an important way for all the commercialbanks to keep their competitive competence and a continuous development incurrent circumstances increasingly heated financial competition and thrivingfinancial innovation. The effort for that will surely play a positive role in cuttingthe distance between China and other developed countries and promoting theestablishment of the management system of national modern commercial banks.Since the 80s of the 20th century, the rapid progress of financialglobalization and innovation has aroused a great impact on China's commercialbanks, which are still in their preliminary period. With the further nationalreform and financial reform, with the speeding to joint with global finance andwith China's entrance into the World Trade Organization, the interior financialcircles feel redoubled pressures out of opportunities and challenges. Under thepressure, in order to seek for further development the commercial banks havemade active explorations of the way to operate and develop modern commercialbanks. During the exploration, these banks as if by prior agreement have put thesame focus on marketing study and financial innovation in the hope ofattracting clients and occupying and expanding the market with their all-sidedfinancial products and service. That is the rule as well as law of the market.During the foundation of the management system for credit commercial banks,the developing banking of our country is unavoidably involved into the creativecurrency of financial system and products.Up to now, 40 years passed since the proposal of the idea of commercialbank marketing at the conference of the National Bank Association of theU.S.A. The overseas expansion of the client manager system also has a historyof about 20 years. On the basis of the successful experience of somecommercial banks home and abroad, since the 90s of the 20th century, some ofthe banks in coastal areas have been in a try at client manager system duringtheir reform and development. Over several years' efforts, the system hasalready been in shape although in slow progress. In the late 90s, theincorporated commercial banks, by borrowing the client manager system fromadvanced banks abroad, established the same system at a certain level withintheir interiority. But with the competition between banks becoming increasinglysharper, the client manager system with the originally advanced idea haschanged in substance. The system is supposed to be based on the teammarketing and product sales and it requires high professional quality andknowledge to a client manager. Yet, because of the assimilation of bankproducts in China, what a client manager relies is more on relationship network.Thus, many incorporated commercial banks value a person's relationshipnetwork while neglect his qualities in choosing a client manager. That leads tothe lower quality of the client manager group of the incorporated commercialbanks. The client manager system in many incorporated commercial banks is aseemingly inclusive system and the examination of a client manager is based onthe amount of the deposits he has got. A client manager has to draw depositsand extend loans. And the deposit of an incorporated commercial bank takespublic clients as its main resource. Public client group is a group in extremeneed for loans. Therefore, the amount of deposit of many client managers isbasically made by loan derivation. To reach the examination index by the bank,a client manager has to extend loans to seek more derived loans. However,many of the client managers have such a low quality that they cannot readfinancial report forms. How can they have a good sense of the risk of loaning?The build-up of postal savings and the popularization of a bank's clientmanager system have a very practical significance in improving the financialservice and operating situation of a bank.Postal savings business, since its opening in 1986, has thirty-one thousandand five hundred branches and 250 million savings accounts for more than 9%,raking fifth, only inferior to the four big state-owned commercial banks——theBank of Industry, the People's Bank of China, the Bank of Agriculture and theBank of Construction. With the continuous deepening of postal reform, it isimperative for postal savings organizations to turn from the savingsorganizations of drawing savings simply on policy into commercial banks. Butthe current extensive management of postal savings is far behind the financialmarketing concept of professional financial organizations, and that is bound tobecome a barrier for the continuity of postal savings. Whether postal businesscan win by a surprise move, win the clients and the market by advancedfinancial product and high quality service depends on the sharp creativeawareness, marketing skills and high quality service of the postal and financialclerks, while to form such a team as the team of bank client managers in postalsavings business is the premise to reach the goal.The essence and basic purpose of carrying out postal savings clientmanager system is to, from the angle that everything is done for the sake of theeffective demands of clients and market, establish a net-linked marketingservice system, which takes market as a guiding index, clients as centre, andenforcing marketing ability as a motive power and to realize the maximize thepostal savings benefit. Client-orienting idea is the core of the client managersystem. Client-orienting idea refers to through timely collection and analysis ofvarious client information make sure the needs and benefit of the client andexchange and spread the needs of the client among the departments within theinterior of postal savings business to push the whole postal savings businessforward to work out timely and effective reaction to client demands. Therefore,client-orienting idea not only requires a client manager to pay attention to clientdemands but also requires all the departments to undertake the duty ofcollecting client information, communicating as well as spreading messages andsatisfying client demands. A client manager is the bridge and link betweenpostal savings business and a client. It is also the sales terrace for postal savingsbusiness to enter the market. Only when all the links of postal savings have hada deeper recognition and understanding of client demands, can the systemprovide a satisfactory and service and realize the cooperative partnership in theend.To satisfy the personalized client demands is the basic reason that postalsavings carries out the client manager system and is also the basic duty of aclient manager. A qualified client manager can make a comprehensiveapplication of all kinds of knowledge and skills and provide acut-the-garment-according-to-the-figure postal savings service according to thedemands of the client. He is supposed to not only provide a single-businessservice but also have the ability to provide a special and custom-made service.That is to say what he provides to the client is more like a service programmeinstead of kind of business. Thus, a client manager needs to work out acombined design among postal savings financial products and exteriorresources that can be used as support to service the client to the extreme extent.This essay explains the essence and the basic purpose that postal savingsbusiness carries out the client manager system and defines precisely the targetclient group of postal savings, proposes specific marketing strategy and gives adetailed guidance to the postal savings business of Jilin province to launch aprovince-wide marketing activities of financial business. The practice hasproven the expected management effect and provided a practical experience forpostal savings reform and for establishing the client-orienting marketing idea. |
PDF Full Text Request