2023 Post Sprint Contest Course Background: In recent years, with the improvement of residents' overall income level and the change of financial consumption habits, institutional customers have put forward higher and more comprehensive needs for financial service channels, financial products and services. At the same time, the advent of the era of interest rate liberalization and the intensification of inter-bank competition have brought different dilemmas and challenges to the marketing team of banks. In the process of great transformation and iteration of the user value model in the new retail era, the traditional bank marketing and business model has been unable to stand out in the market competitionFrom the perspective of user value, the strategic marketing model based on outlets will become the key to success in the future.
How to correctly understand user value, and what does financial retail mean in the new retail era?How to Convert Institutional Customer Value?How can banks achieve effective user value attraction?Based on years of experience in institutional business marketing and coaching, this course provides in-depth analysis of a number of bank marketing strategy cases, and provides strategies for the development and marketing promotion of key institutional business channels of banks. Lead the trainees to build a thinking model of institutional business channel expansion strategy, cultivate the ability to formulate and promote marketing strategies, and combine the actual situation to conduct first-class drills, so that what they have learned can be effectively transformed into use.
Course Benefits:
Thinking Transformation: Understand the core significance of the business value model of key institutions in the new situationConstruct the mainstream thinking of institutional business channel expansion and marketing promotion.
Strategic Marketing: Master the principles of institutional business channel development and marketing promotion.
Expand marketing: master the management methods of institutional business channel development and marketing promotion.
Guide account managers to establish win-win partnerships with institutional customers, and assist account managers to improve marketing performance.
Course Duration:1-2 days, 6 hours a day.
Course Target:Commercial Banking Corporate Business Department, Relationship Manager, Product Manager, etc.
Course Method:Case study + situational interaction + role play + action learning.
Course outline
Lecture 1: The current situation of institutional customer group management
1. Institutional customer positioning
2. Five characteristics of institutional customer operation
1.High requirements for safety efficiency.
2.There is a strong demand for transaction banks.
3.There is less need for credit business.
4.It has a wide range of social characteristics.
Lecture 2: Analysis of the business environment of institutional customer groups
1. The institutional deposit market has huge potential: large scale, high proportion and fast growth
Second, the reform of the fiscal and taxation system has given institutional customers a broad space for business development
1.Interpret the relevant chapters of the 19th National Congress of the Communist Party of China.
2.Interpretation of the "Guiding Opinions on Further Strengthening the Management of Funds Deposited by Financial Departments and Budget Units" (Cai Ku 2017 No. 76).
3.Interpretation of the "Notice on Printing and Distributing the Financial System of Social Insurance" (Cai She 2017 No. 144).
4."Implementation Measures for the Management of Funds Deposit of Budget Units" (Cai Ku 2017 No. 176).
5.Interpretation of Province A - the optimization and integration plan of public welfare institutions.
3. Five major trends in institutional customer management
Fourth, the business strategy of institutional customer groups
Lecture 3: Key Institutional Customer Group Management Ideas - Finance
First, the focus of the financial customer group management - financial revenue and expenditure system
1.* Perspective of budget management system and financial system.
2.Docking channels and business development models of the financial department.
Second, the focus of the financial customer group management - local ** debt capital chain
Case:The special bonds of land reserves are linked to the special account of the land consolidation center.
3. The focus of the operation of the financial customer group - the non-tax payment of the funds collected and paid by the treasury
1.Methods of collection of fiscal non-tax funds.
2.Interpret the "Measures for the Management of Non-tax Revenue" and the new round of deepening the reform plan of the tax collection and management system.
3.At the beginning of 2017, the Ministry of Finance issued the Notice on Accelerating the Electronic Management of Local ** Non-tax Revenue Collection
Case:Case study of financial non-tax payment platform.
Fourth, the focus of the financial customer group management - the centralized payment of the treasury centralized collection and payment of funds** related industry institutional customer marketing strategy
Lecture 4: The business idea of customer groups of key institutions - social security
First, the focus of social security customer group management
Second, the focus of the operation of social security customer groups - new regulations on the management of social insurance
Third, the focus of the operation of social security customer groups - occupational annuity collection measures were introduced
1.Interpretation of the "Notice on Printing and Distributing the Interim Measures for the Management of Occupational Annuity ** Collection Accounts", Ministry of Human Resources and Social Security No. 2017 No. 110.
Fourth, the focus of social security customer group management - social security ** and occupational annuity "chain marketing".
Case:Bank S's direct bank realizes the Internet+ of social security payment
Case Study:With the financial social security card as the entry point, Bank A launched a "trinity" special marketing campaign for the special social security financial account, social security card and social security deposit.
Lecture 5: Key Institutional Customer Group Management Ideas - Public Resources
First, the focus of public resources trading customer group management - the margin market is huge
Second, the focus of public resource trading customer group management - integration reform progress is mixed
1.Interpretation of the "Internet +" Bidding and Procurement Action Plan (2017-2019).
Third, the key business of marketing - ** procurement services
Objectives:The development of the first chain financing under the cash management system, the first chain system, can rely on the platform to connect with the upstream of institutional customers, downstream payment enterprises, marketing of the first business purchase collection account.
1.Interpretation of Finance Construction 2017 No. 743.
Case:City A ** Procurement Loan.
2.The Stock Exchange launched the Tender Connect project.
3.The model of building a safe house ticket - a special account for marketing land consolidation center.
Lecture 6: The business idea of key institutional customer groups - provident fund
1. The development situation and policies of the provident fund industry
2. The intervention strategy of the fund payment bank of the provident fund center
1.Continue to increase the collection, withdrawal, entrustment of loans and other qualifications of marketing, operating provident fund revenue and expenditure flow;
2.Assist the center to expand the scope of individual provident fund collection and promote provident fund loan business
3.Actively participate in the construction of the Ministry of Housing and Urban-Rural Development's provident fund project.
Case:Municipal Housing Provident Fund Center Service Case.
3. The interconnected model of H Bank Provident Fund Credit Consumer Loan
Lecture 7: Key Institutional Customer Group Management Ideas - NCMS
1.Introduction to the new type of rural cooperative medical funds.
2.The basic policy of NCMS.
3.Development ideas and marketing measures.
Case:NCMS "One **" Marketing Record.
Lecture 8: Key Institutional Customer Group Management Ideas - * Type Companies (Central Enterprises and Local State-owned Enterprises).
1.*The focus of the company's customer group management.
2.* The focus of the company's customer group management - * investment platform.
3.Smart city cloud platform: multi-module, landable, and replicable.
Case:Mobile CBS project.
Case:A new mode of high-speed petrochemical refueling payment.
Case:Electricity project access case.
Lecture 9: Key Institutional Customer Group Management Ideas - Tobacco
1.Carry out marketing and maintenance of tobacco settlement accounts.
2.Cigarette sales payment inter-bank payment settlement project marketing, cigarette wholesale flow funds.
3.Cooperate with tobacco companies to promote retailers to apply aggregate collection products and operate cigarette retail flow funds.
Case:Tobacco companies' new business alliance online inter-bank payment system.
Lecture 10: Key Institutions Customer Group Management Ideas - Education
1.Apply alumni cards, campus wallets, alumni apps and other smart campus product systems to achieve retail customer drainage.
2.Promote the registration and payment platform project of the examination center of the Ministry of Education, and create a demonstration application project.
Case:Faculty Financial Services Program.
3.Interpretation of the "Provisions on the Collection, Use and Management of Party Fees of the Communist Party of China".
Case:Tongji University Party Fee Steward Platform.
Lecture 11: Marketing Communication Skills of Key Institutional Customer Groups
1.*Difference from business?
2.* Hidden demand motivation of departmental customers
3.* Management style analysis and communication strategies.