国有商业银行打造第一零售银行的思考的中英文翻译.doc

国有商业银行打造第一零售银行的思考

零售银行业务是指商业银行运用现代经营理念，依托高科技手段、向个人、家庭和中小企业提供的综合性、一体化的金融服务，包括存取款、贷款、结算、汇兑、投资理财等业务。零售银行业务不是某一项业务的简称，而是许多业务的总称。它有着广泛的业务领域，既可以是传统银行业务，也可以是新业务；既可以是资产业务，也可以是负债业务、中间业务，还可以是网上银行业务等等。在西方，零售银行业务是商业银行最主要的利润来源。我国零售银行业务目前正面临大发展的局面。目前发展零售银行业务面临的主要障碍是银行内部机构不完善、市场化运作机制不健全和信用法规不完善等。
随着我国金融业国际化程度的提升、随着我国内需拉动型经济增长模式的成熟，国民财富成倍增长，我国商业银行的业务重心已经从“生产服务”转向“消费服务”，中高端消费者成为银行财富增长的重要来源，在银行的利润来源表中占有越来越大的份额。因而，如何进一步加速我国商业银行零售银行业务发展，已成为我国金融界的重大理论与现实课题。
 一、我国银行零售业务的发展及存在的问题
近年来，我国银行业明确提出把零售银行作为主要战略方向之一提到议事日程，工行更是提出了打造“中国第一零售银行”的战略目标，并制定了详细的战略规划。农行把零售业务发展作为股改上市转型的重点，中国银行牵手苏格兰皇家银行主攻私人银行和理财业务，建行以加强中小企业贷款为契机加速零售银行建设。鉴于2007年零售银行业务对银行业绩的贡献，进入2008年来，各家银行已经发力主攻零售银行业务，中国银行业的竞争正式进入了短兵相接的时代。
但是在零售银行迅猛发展的背后，我们却看到了中国的零售银行从落后的商业银行批发业务脱胎而来的种种隐患，尤其体现在营销方面，许多银行优先考虑的不是客户和零售，而是信用和风险。此外，他们和客户的接触通常是交易性的，因此，银行倾向于把精力集中在交易效率上，而不是服务和销售。我国银行业对零售银行的认识上存在着四个误区：
１、不能科学合理的细分客户，为客户不能提供差异化产品和服务，客户管理松散。国有商业银行的零售银行业务还处在大众营销阶段，这样就造成了在产品营销上的高成本。从商业银行蜕变出来的管理模式不符合零售业务的需求。对于能带来不同利润的客户该采取怎样的差异化策略，差异化的服务等问题，没有有效的管理维护制度，缺少与之匹配的运营管理机构。
２、金融产品单一，缺乏可供用户选择的丰富产品。从去年一窝蜂代理基金到今年理财产品的艰难营销局面，深刻地说明了开办的零售银行产品过于单一，附加值不高。今年各家银行推出的个人理财产品，竞争激烈，因此竞相提高客户收益率，最终挤压了银行自身的利润空间，使得本来应该具有丰厚利润的个人理财产品成为“鸡肋”。
３、营销和服务渠道单一。营销和服务渠道的单一体现在两个方面：一是指同一产品的营销和服务渠道单一，零售银行基本上依靠柜台和ＡＴＭ营销和服务，虽然电话和网上银行处在发展之中，但是服务的繁琐和功能的单一使得其应用有限，但是工商银行的网络银行是个例外，强大并且安全的服务使得其“世界最佳网上银行”的称号并不是浪得虚名。
另一是指零售银行的营销和服务渠道并没有充分利用起来，营销的产品单一。
４、品牌缺失。工行各种理财产品名目繁多，仅银行卡产品就有十数种之多，而老百姓知道的仅是牡丹信用卡。抽象的宣传口号“您身边的银行、可信赖的银行”更是令人不得其解，更不用说令人愉悦的体验了。比之西方国家，我国零售银行业务发展存在明显不足：仅从银行卡业务盈利能力来看，国外银行卡来自于利息差额、手续费、透支利息的收入分别是10%、70%、20%，而国内这三项的相应收入分别占70%、20%、10%，主要收入来自利差的事实明显反映出我国银行卡业务盈利能力不足；在消费信贷方面，西方国家消费信贷在整个信贷额度中所占比重多在20%-40%间，有的甚至高达60%。
现时的中国银行业，已经不是工、农、建、中四大行的传统时代了，零售需要品牌和体验，沃尔玛代表着“天天平价”，麦当劳是快餐的代名词，星巴克给你带来独特的体验。而我们的零售银行业务还没有一家有其独特的品牌。
二、征信制度欠发达是银行零售业务发展的主要制约因素
1、征信制度缺失导致“银行-居民”的信息不对称。当前，在我国商业银行与居民之间，事实上广泛存在着信息的不对称性，即有关银行、消费者的相关信息在“银-民”交易双方的不完全和不对称分布。居民与银行之间的信息不对称表现在诸多方面，如银行对居民个人收入与信用方面的信息把握非常有限，居民个人现在与将来在收入与支出方面信息的不完全性等。消费信贷申请者个人收入水平、财产数量、负债状况以及过去有无信用不良记录等个人信用信息，对银行决策很重要但银行却不易全面获知；或通过专人调查研究能够获知但信息搜寻成本高昂，得不偿失。这些都表明，在当前我国刚刚实行存款实名制、财产申报制度尚未全面实施、征信制度几乎是空白的大背景下，对交易双方“银行-居民”而言，存在着信息不对称几乎是必然的。
2、“信息不对称”制约了我国零售银行业务发展。信息不对称极易产生“逆向选择”与“道德风险”，即那些寻找消费信贷最积极、最可能得到贷款的消费者，往往资信状况不佳，导致银行对信贷客户做出错误选择，此为“逆向选择”；借款人得到消费贷款后，从银行角度看，可能从事风险非常大而不宜介入的活动从而改变了银行与借款者商定的借款用途，此为“道德风险”。“逆向选择”与“道德风险”给银行带来较高的不确定性。为了规避坏账风险，减少贷款损失的可能性，银行在办理个人银行业务时制定了较严格的条款，对个人资产业务的拓展较为谨慎，对个人信贷客户的审查较为细致。这些在很大程度上减少了消费信贷等个人银行业务的供给，从而制约了我国商业银行零售银行业务的快速发展。
3、零售银行业务的发展需要征信制度的“助推”。征信制度是建立在个人征信系统基础上的，即由专门的信息中心汇总个人各类信息数据资料，包括个人基本信息及相关信用记录等。居民个人在同银行、税务、其它经济体进行往来时，是否老实守信将被征信系统作为信用数据汇入数据库。国际上，专门的征信机构按记载数据的情况可分为两类，一类是只保留不良信用记录，通常记录不良信用记录的次数，发生时间及与哪家金融机构有不良还款记录；另一类则保留个人所有与金融机构借贷往来的记录，资料较为详尽。发达国家经验表明，银行在信用基础上的信贷决策，可以在相当大程度上缓解“信息不对称”问题。
　 三、对国有商业银行摆脱银行零售业务发展困境的思考
　 某国际知名超市将办公室建在了收银通道旁，平常只开一半数量的收银通道，当到了忙时，管理人员就从办公室走出来打开剩余的收银通道进行收银工作，这样一方面提高了效率，节约了成本，但真正重要的是节省了客户的等待时间，给客户营造了良好的体验。反观中国各大银行的零售网点，我想大多数人都有在那里辛苦等待的痛苦体验和回忆。因此银行业要学习零售业的方法，把重心放到顾客体验改善和品牌核心提升上，而不是把重点放在外观形象的改变上。
所以，品牌的打造是一个系统工程，体验是其核心，没有人会为你漂亮的标识，朗朗上口的标语付费。人们付费是因为买了优质的产品，享受了满意的服务，得到了最佳的体验。而品牌的标示和口号”仅是你有效传达这一切的形象化的表现。
1、规划业务流程、整合营销渠道。
银行零售业务的营销应遵守这样的路线图：即客户经理目标客户—金融产品推介服务—营销渠道保障—客户购买银行零售业务。客户经理通过一定的营销渠道，把金融理财产品或服务传递给个人客户。这里面共涉及到四个环节：即客户经理、金融产品、营销渠道以及客户个人，所以我们要从这四个环节入手，对银行零售业务开展市场营销规划。
2、客户经理选配。
一是要建立一支专业化、礼仪化的个人客户经理队伍。要明确客户队伍营销指标责任制。确定客户经理选配标准、实行公开选拔，末位淘汰制。二是要建立持续的培训机制，包括营销技巧、服务礼仪的培训。客户经理队伍是银行对外的形象的代表，自身素质十分关键，因而这支队伍综合素质应是银行员工队伍中最高的，应熟悉金融业的不同领域，对不同的产品线应具备基本的专业知识。
3、金融产品推介服务环节。
一是金融产品的推荐要体现出专业性。客户经理背后还需要两个技术支撑即产品经理和相关的专业机构，如保险、证券、基金和期货公司。这些环节要集中通过客户经理，向客户传递专业的咨询信息。
二是中国是一个不成熟、不稳定的市场，对市场的最新变化、金融产品营销的阶段性和关联性等特征。对股市、债市等行情把握；对国家产业调控政策对住房按揭、汽车按揭业务的影响；对国际市场汇率、利率波动对银行零售业务的影响等，都需要金融产品推介服务环节上有全面的知识储备。
三是个人金融服务可以超越金融理财的范畴，扩展到客户生活的方方面面，从而将银行与客户联系得更为紧密。这就需要在产品推介服务环节上更具人性化服务。
4、营销渠道的建设。
现在，各家银行在营销渠道建设上对原有网点划分出了如下几种：金融便利店、一般理财网点、理财中心、财富管理中心等。各家银行对财富管理中心更是投入巨资进行装修，配备了最好的营销经理和理财经理。在营业大堂的建设上，各家银行都配备了优秀的大堂经理来疏导客户，保险公司、房产开发公司等也借机入住各家银行网点，形成了多家金融机构共同开展营销的局面。随便一个网点的营业大堂，一天都有几百人、上千人的客流量，而且还都是银行已经开户的客户，这应该首先成为理财产品营销的对象。但是在大堂环境的人性化设计、统一的企业标识、业务素质相对较高的大堂经理建设上，都是各家银行工作中亟待改进的地方。
其次是在银行网站和个人理财专刊建设方面，国内银行网站的设计不够人性化，更新不及时。理财专刊的内容偏时尚和休闲，和银行业务联系不够紧密。仅以工商银行为例，其网站页面单一，理财专刊活页较多且不具吸引力，理财知识多以宣传单的方式发放，如果集中精力、财力为高端客户设计出精美的、具有收藏价值的宣传画册，效果会更理想。
5、客户关系管理的思考。
客户关系管理是商业银行营销的核心内容，目前各家商业银行，对公司客户关系维护十分重视，对个人客户关系维护却缺乏相应的重视，尤其是对大量优质的个人客户资源缺乏有效管理。没有建立规范化的个人优质客户档案管理系统。就工行来说，他对私人银行客户提出的口号是：定位中端、竞争高端、培育潜力。对私人银行客户划分的标准是金融资产季度日均1000万以上；对高端客户的划分是金融资产季度日均100——1000万；对中端客户划分的标准是金融资产季度日均5——100万、对潜力客户划分的标准是金融资产季度日均5万以上。这个仅以存款额度来衡量的对个人客户市场的划分还显十分粗浅，没有客户成长的价值分析，对什么样的客户该由什么水平的客户经理去维护、提供什么样的产品，还缺乏标准化的操作模式。还停留在公共营销阶段。现在有条件的银行，已经通过多种管道开展客户关系维护工作，如开展“理财讲座”，高端客户茶话会，短信节日送祝福等活动。但营销费用的紧张，很难使客户关系维护工作跃上新的台阶。国有四大商业银行具有雄厚的实力，可以尝试将金融服务扩展到理财以外的其它领域，比如在客户内部围绕一些主题，组织不同形式的俱乐部，例如“游泳俱乐部”、“羽毛球俱乐部”以及“自行车俱乐部”等，通过俱乐部活动，将客户更紧密地联系起来。

翻译：

State-owned commercial banks to create the first of retail banks
Retail banking refers to the commercial banks use modern management theory, relying on high-tech Shouduan, to individuals, families and small and medium enterprises integration offered, integrated financial services, includes deposit loans, settlement, exchange, investment and wealth management business. Retail banking business is not short for a particular business, but the general term for many businesses. It has a wide range of business areas, both the traditional banking business, may also be new business; both business asset may also be a liability business and intermediate business, it can be on-line banking and so on. In the West, retail banking is the most important source of profit for commercial banks. China's retail banking business is currently facing great development of the situation. The current development of the retail banking business is the main obstacle faced by banks within the body perfect, the market operation mechanism is not perfect and imperfect credit laws and regulations.

As China's financial industry to enhance international level, as China's domestic demand-led economic growth model of the mature, doubling national wealth, our commercial banking business the focus has moved from "production services" to "consumer services", in the high-end consumer are becoming an important source of bank asset growth, the source of profits in the form of banks increasing share of possession. Therefore, how to further speed up China's commercial banks to retail banking business, the financial sector has become the major theoretical and practical issues.

 1, the development of retail banking in China and problems of

In recent years, China's banking industry clearly the retail banking as one of the main strategic directions on the agenda, the bank is proposed to create "the first retail banks" of the strategic goals and developed a detailed strategic plan. Agricultural Bank of China to the retail business market transformation as the focus of share reform, the Bank of China Royal Bank of Scotland main attack in hand of private banking and wealth management business, China Construction Bank to strengthen the SME loans as an opportunity to accelerate the construction of retail banking. In view of the retail banking business in 2007 on the contribution of bank performance, into 2008 years, the main attack force the banks have made the retail banking business, competition in China's banking industry officially entered the era of close combat.

But behind the rapid development of retail banking, we see China's retail banking from commercial banking wholesale backward from the various risks emerged from the womb, and especially in marketing, is not a priority for many banks and retail customers, but the credit and risks. In addition, they and customer contacts are usually transactional, and therefore, banks tend to focus on trading efficiency, rather than service and sales. China's banking industry understanding of the retail banking there are four errors:

1 can not be scientific and reasonable customer segments, customer can not provide differentiated products and services, customer management loose. State-owned commercial bank's retail banking business is still in the stage of mass marketing, thus causing the high cost of product marketing. Evolved from a commercial bank management model does not meet the needs of the retail business. Can bring different profits for clients of the differentiation strategy is adopted, the difference of the service and other issues, there is no effective management maintenance system, the lack of matching of the operation and management agency.
2, a single financial product, the lack of products to choose from the rich. Swarm agent funds from last year to this year's difficult market situation of financial products, shows very clearly that operate over a single retail banking products, added value. Banks this year launched personal finance products, competition, the race to improve customer profitability, ultimately squeezing their profit margins of banks to make huge profits which should have a personal financial products become "the weak."

3, single channel marketing and service. Single-channel marketing and service is reflected in two aspects: one referring to the same products, marketing and service channels, single, retail banking is essentially based on the counter and ATM sales and service, although telephone and Internet banking in evolving, but the service cumbersome and function of the single makes its application is limited, but the Industrial and Commercial Bank of China's Internet banking is an exception, a strong and secure service that allows its "World's Best Internet Bank" in the title is not either substance.

The other is the retail bank's marketing and service channels are not fully used up, a single marketing product.

4, brand missing. ICBC, the numerous variety of financial products, bank cards only have a dozen kinds of products much, but people know is that Peony credit card. Abstract slogan "your side of the bank, reliable bank" is very hard to understand, much less pleasant to experience. Than the Western countries, China's retail banking business there is obviously inadequate: only from the view of the profitability of bank card business, foreign bank card from the difference in interest rates, fees, overdraft interest income were 10% and 70%, 20% , and the three corresponding national income accounted for 70%, 20%, 10%, mainly income from the interest rate clearly reflects the fact that the profitability of our lack of bank card business; in consumer credit, consumer credit in the Western countries line of credit in the proportion of 20% -40% more than in between, some even as high as 60%.

That the Chinese banking sector is not engineering, agriculture, construction, in the tradition of the times the four lines, and retail needs of the brand and experience, Wal-Mart stands for "Always low prices", McDonald's is synonymous with fast food, Starbucks to bring you unique experience. Our retail banking business has not one has its own unique brand.

Second, less developed credit system, the development of retail banking is the main constraint
1 Lack of credit system, leading to a "bank - resident" asymmetric information. At present, commercial banks and between the residents, in fact, there is a wide range of information asymmetry, namely the banks, consumer-related information in the "Silver" - A transaction between the two sides complete and asymmetric distribution. Residents and asymmetric information between banks performance in many areas, such as banks and credit of the residents of personal income is very limited grasp of information, the residents present and future personal income and spending and so on incomplete information. Consumer credit applications are personal income, the amount of property liabilities, and whether any bad credit records and other personal credit information, bank decision-making is very important but it is difficult fully informed of banks; or by personal research to learn but the high cost of information search, worth the candle. These show that China has been implemented in the current real-name system deposits, assets declaration system has not yet fully implemented, credit information system is almost blank background, the two sides of the transaction, "Bank - Residents" is concerned, there is information asymmetry is almost a certainty .

2, "information asymmetry" has hampered China's retail banking business. Asymmetric information can easily lead to "adverse selection" and "moral hazard", that is, those looking for consumer credit, the most active and most likely to get loans to consumers, credit is often poor, leading to bank credit customers make the wrong choices, this is "adverse selection"; borrowers have consumer loans, from the banks perspective, the risk may be very large and should not be engaged in activities which involved changes in the bank and the borrower agreed to loan use, this "moral hazard." "Adverse selection" and "moral hazard" to the bank to bring a higher uncertainty. In order to avoid exposure to bad debts, to reduce the possibility of loan losses, banks in handling personal banking business to develop a more stringent provisions, the expansion of the personal assets of business more cautious on the consumer credit customers a more detailed review. The large decrease in consumer credit and other personal banking business supply, which restricted the commercial banks in the retail banking business in China's rapid development.

3, the development needs of the retail banking credit system, "boost." Credit system is built on the basis of personal credit information system, that is the specialized information center all information aggregated personal data, including the basic personal credit information and related records. Individual residents in the same bank, tax, and other economies to exchange, whether the credit information system will be honest and trustworthy as the credit data import database. Internationally, the specialized credit institutions according to the situation recorded data can be divided into two categories, one is to retain only the bad credit history bad credit history usually records the number, time and place Which financial institutions with bad repayment record; and those of all financial institutions to retain personal records of loan transactions, information is more detailed. Experience of developed countries shows that bank credit decisions based on credit, to a large extent, can alleviate the "information asymmetry" problem.
Third, the state-owned commercial banks out of the retail banking business in the Universities

Supermarket will be a world-renowned office building in the channel next to the cash register, usually only half of the number of cash registers open access, when to the busy, the manager came out from the Office of the remainder of the cash register open channels cashier duties, such increased efficiency on the one hand, cost savings, but the real important thing is to save the customer's waiting time for customers to create a