Study On Improvmemt Of Product Satisfaction And Sales Performance In The Procedure Of Retail Business Transformation Of ZJ Rural Bank

In recent years,commercial banks have faced great pressures on interest rate marketization,financial disintermediation and peer supervision,rural commercial banks have performed the most obviously among these situation.China’s rural commercial banks are developing rapidly.According to the data of 2016,the total number of rural commercial banks exceeds 660 nationwide and the paid-in capital is nearly 400 billion yuan.Five rural commercial banks have been listed in the Jiangsu region.A number of rural firms entered the IPO process including the ZJ Rural Commercial Bank.In terms of retail business,all kinds of commercial banks have shown great market desire and pay more attation on "big retail".They design specialized products for individuals and small and micro enterprises.From 2010 to 2015,Asia-Pacific retail banking revenue growth rate reached 5.9%,exceeding Western Europe in total volume and become the second largest retail business area after the Americas.After the breakdown of the A share of the Rural Commercial Bank in 2014,it maintained a high level of the growth of personal loan.The transformation of the retail business has created opportunities for rural commercial banks.The research uses the Rural Commercial Bank of China as a sample.It analyzes the issues of the transformation of the retail business under the new normal by using a variety of scientific measurement methods in order to make up for the empirical research of the academic community on the characteristics and advantages of the small banking business.The research has high theoretical research value.At the same time,the study conducted a detailed investigation and case analysis on the retail business of ZJ Rural Commercial Bank,and the conclusions provided a direct reference for the retail business transformation of the Bank and the same type of banks.The analysis has a high degree of operability and guides the improvement of their products.,business and marketing structures.The research reviewed the relevant research of retail business transformation,conducted surveys and interviews with ZJ Rural Commercial Bank’s branches and employees.The study analyzes the survey data by using multiple linear regression models,ordered Logit discrete selection models and analytic hierarchy processes.Improving the market satisfaction and improving the incentive mechanism of sales performance The research reached the following conclusions:First,as far as customer satisfaction with retail products is concerned,gender,age,and marital status have a significant impact on product evaluation,while the level of education has little impact.Customer and bank business contacts are affecting product ratings.While the frequency of doing business with branches has little influence;the bank loan behavior is affecting the product rating,understanding the customer’s credit behavior in other channels,and paying attention to the complementarity of credit under different channels is the core of promoting credit products;Use significant negative impact product ratings to understand that career requirements are positively impacting product ratings.Secondly,with regard to the effect of the employee structure of branches on the sales performance of retail products,the higher the proportion of employees with retail business pressure,the marketing performance are better.the retail business experience of branch branches is positively affecting the retail business performance of branches;The impact on marketing performance is not significant,and the number of products used by single customers has a significant effect.By using the location structure of branches as a control variable,it can be seen that outlet density has a positive effect on retail product marketing performance.Third,in terms of sales enthusiasm and its performance incentives,the vast majority of employees are shortsighted and negative in sales behavior.They are not optimistic about the overall customer service level of their own branches.There is no mature and stable program design and can not fully reflect their efforts in product marketing.Its returns are insufficient.Financial indicators have the highest weights and process indicators have the lowest weight.Level 1 comprehensive indicators have a positive correlation with employees’ satisfaction with the performance appraisal system,reflecting employees’ dissatisfaction with fairness in system design and implementation.Based on the conclusions,the study propound on network,structure and performance incentives.First,ln the promotion of market satisfaction,the rural commercial Banks should pay attention to the design of retail products and provide differentiated products for customers with different financial behavior characteristics,and encourage both product designing and marketing.Combining innovations,constructing diversified products and service structures that meet the needs of customers;taking into account price and sales guidance in product design,reducing customers’ psychological defenses against commercial credit tools of rural commercial banks,establishing brand and series of beliefs,and promoting self-recommendation mechanisms within customer social groups Forming;pay attention to the customer’s business behavior in the marketing and promotion,and increase the attractiveness of business complementarity in terms of risk dispersion,price concessions,and convenience.We should establish characteristic retail business brand,form a business product of our own style and create a series of high-quality and characteristic retail products..Based on benefiting agriculture industry,we should establish a retail business brand with memory points and discernment.Second,the transition of outlet retail business should focus on the rational construction of outlet employee structure,increase the position of female employees in marketing branches and teams,provide better working environment and performance treatment,and improve the business of outlet managers and retail business leaders.At the same level,select leaders with relevant business and management experience to coordinate marketing,conduct regular business training for management positions,attach importance to the quality of lobby manager’s referral to customers,reduce the weight of referral quantity assessment indicators,and strengthen the use of farmer’s products and services by single customers.Potential customers are tapped through behavior data;location settings of branches should also be more conservative to avoid over-expansion and insufficient density.Third,mobilize employee sales enthusiasm should be consistent with the rules,the implementation of fairness;overall consideration of performance incentives and product promotion,to avoid misalignment of tasks resulting in some employees lose fair access to performance reward opportunities.The difficulty of innovative products and fist wear Product Promotion Tasks Set individual performance incentive policies to separate team and individual marketing tasks and performance rewards,avoid negative behaviors of "big pot meals",encourage employees and branches to form their own unique marketing style,Improving the fairness of performance implementation.