【正文】 不能科學(xué)合理的細(xì)分客戶，為客戶不能提供差異化產(chǎn)品和服務(wù)，客戶管理松散。農(nóng)行把零售業(yè)務(wù)發(fā)展作為股改上市轉(zhuǎn)型的重點(diǎn)，中國銀行牽手蘇格蘭皇家銀行主攻私人銀行和理財(cái)業(yè)務(wù)，建行以加強(qiáng)中小企業(yè)貸款為契機(jī)加速零售銀行建設(shè)。目前發(fā)展零售銀行業(yè)務(wù)面臨的主要障礙是銀行內(nèi) 部機(jī)構(gòu)不完善、市場(chǎng)化運(yùn)作機(jī)制不健全和信用法規(guī)不完善等。零售銀行業(yè)務(wù)不是某一項(xiàng)業(yè)務(wù)的簡(jiǎn)稱，而是許多業(yè)務(wù)的總稱。它有著廣泛的業(yè)務(wù)領(lǐng)域，既可以是傳統(tǒng)銀行業(yè)務(wù)，也可以是新業(yè)務(wù)；既可以是資產(chǎn)業(yè)務(wù)，也可以是負(fù)債業(yè)務(wù)、中間業(yè)務(wù)，還可以是網(wǎng)上銀行業(yè)務(wù)等等。 隨著我國金融業(yè)國際化程度的提升、隨著我國內(nèi)需拉動(dòng)型經(jīng)濟(jì)增長(zhǎng)模式的成熟，國民財(cái)富成倍增長(zhǎng)，我國商業(yè)銀行的業(yè)務(wù)重心已經(jīng)從 “ 生產(chǎn)服務(wù) ” 轉(zhuǎn)向 “ 消費(fèi)服務(wù) ” ，中高端消費(fèi)者成為銀行財(cái)富增長(zhǎng)的重要來源，在銀行的利潤來源表中占有越來越大的份額。鑒于 2020 年零售銀行業(yè)務(wù)對(duì)銀行業(yè)績(jī)的貢獻(xiàn)，進(jìn)入 2020 年來，各家銀行已經(jīng)發(fā)力主攻零售銀行業(yè)務(wù)，中國銀行業(yè)的競(jìng)爭(zhēng)正式進(jìn)入了短兵相接的時(shí)代。國有商業(yè)銀行的零售銀行業(yè)務(wù)還處在大眾營銷階段，這樣就造成了在產(chǎn)品營銷上的高成本。從去年一窩蜂代理基金到今年理財(cái)產(chǎn)品的艱難營銷局面，深刻地說明了開辦的零售銀行產(chǎn)品過于單一，附加值不高。 另一是指零售銀行的營銷和服務(wù)渠道并沒有充分利用起來，營銷的產(chǎn)品單一。比之西方國家，我國零售銀行業(yè)務(wù)發(fā)展存在明顯不足：僅從銀行卡業(yè)務(wù)盈利能力來看 ，國外銀行卡來自于利息差額、手續(xù)費(fèi)、透支利息的收入分別是 10%、 70%、 20%，而國內(nèi)這三項(xiàng)的相應(yīng)收入分別占 70%、 20%、 10%，主要收入來自利差的事實(shí)明顯反映出我國銀行卡業(yè)務(wù)盈利能力不足；在消費(fèi)信貸方面，西方國家消費(fèi)信貸在整個(gè)信貸額度中所占比重多在 20%40%間，有的甚至高達(dá) 60%。當(dāng)前，在我國商業(yè)銀行與居民之間，事實(shí)上廣泛存在著信息的不對(duì)稱性，即有關(guān)銀行、消費(fèi)者的相關(guān)信息在“ 銀 民 ” 交易雙方的不完全和不對(duì)稱分布。 “ 信息不對(duì)稱 ” 制約了我國零售銀行業(yè)務(wù)發(fā)展。這些在很大程度上減少了消費(fèi)信貸等個(gè)人銀行業(yè)務(wù)的供給，從而制約了我國商業(yè)銀行零售銀行業(yè)務(wù)的快速發(fā)展。國際上，專門的征信機(jī)構(gòu)按記載數(shù)據(jù)的情況可分為兩類，一類是只保留不良信用記錄，通常記錄不良信用記錄的次數(shù)，發(fā)生時(shí)間及與哪家金融機(jī)構(gòu)有不良還款記錄；另一類則保留個(gè)人所有與金融機(jī)構(gòu)借貸往來的記錄，資料較為詳盡。因此銀行業(yè)要學(xué)習(xí)零售業(yè)的方法，把重心放到顧客體驗(yàn)改善和品牌核心提升上，而不是把重點(diǎn)放在外觀形象的改變上。 規(guī)劃業(yè)務(wù)流程、整合營銷渠道。 客戶經(jīng)理選配。二是要建立持續(xù)的培 訓(xùn)機(jī)制，包括營銷技巧、服務(wù)禮儀的培訓(xùn)?？蛻艚?jīng)理背后還需要兩個(gè)技術(shù)支撐即產(chǎn)品經(jīng)理和相關(guān)的專業(yè)機(jī)構(gòu)，如保險(xiǎn)、證券、基金和期貨公司。 三是個(gè)人金融服務(wù)可以超越金融理財(cái)?shù)姆懂?，擴(kuò)展到客戶生活的方方面面，從而將銀行與客戶聯(lián)系得更為緊密。各家銀行對(duì)財(cái)富管理中心更是投入巨資進(jìn)行裝修，配備了最好的營銷經(jīng)理和理財(cái)經(jīng)理。 其次是在銀行網(wǎng)站和個(gè)人理財(cái)?？ㄔO(shè)方面，國內(nèi)銀行網(wǎng)站的設(shè)計(jì)不夠人性化，更新不及時(shí)。 客戶關(guān)系管理是商業(yè)銀行營銷的核心內(nèi)容，目前各家商業(yè)銀行，對(duì)公司客戶關(guān)系維護(hù)十分重視，對(duì)個(gè)人客戶關(guān)系維護(hù)卻缺乏相應(yīng)的重視，尤其是對(duì)大量?jī)?yōu)質(zhì)的個(gè)人客戶資源缺乏有效管理。這個(gè)僅以存款額度來衡量的對(duì)個(gè)人客戶市場(chǎng)的劃分還顯十分粗淺，沒有客戶成長(zhǎng)的價(jià)值分析，對(duì)什么樣的客戶該由什么水平的客戶經(jīng)理去維護(hù)、提供什么樣的產(chǎn)品，還缺乏標(biāo)準(zhǔn)化的操作模式。國有四大商業(yè)銀行具有雄厚的實(shí)力，可以嘗試將金融服務(wù)擴(kuò)展到理財(cái)以外的其它領(lǐng)域，比如在客戶內(nèi)部圍繞一些主題，組織不同形式的俱樂部，例如 “ 游泳俱樂部 ” 、 “ 羽毛球俱樂部 ” 以及 “ 自行車俱樂部 ” 等，通過俱樂部活動(dòng)，將客戶更緊密地聯(lián)系起來。s financial industry to enhance international level, as China39。s banking industry officially entered the era of close bat. But behind the rapid development of retail banking, we see China39。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, petition, the race to improve customer profitability, ultimately squeezing their profit margins of banks to make huge profits which should have a personal financial products bee the weak. 3, single channel marketing and service. Singlechannel 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 Inter banking in evolving, but the service cumbersome and function of the single makes its application is limited, but the Industrial and Commercial Bank of China39。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 ine were 10% and 70%, 20% , and the three corresponding national ine accounted for 70%, 20%, 10%, mainly ine from the interest rate clearly reflects the fact that the profitability of our lack of bank card business。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。s waiting time for customers to create a good experience. In contrast the Chinese banks and the retail outlets, I think most people have in there, waiting for the pain experience, hard work and memories. Therefore, the retail banking industry to learn ways to focus the brand into the core of customer experience to improve and enhance, rather than focusing on changes in the appearance of the image. Therefore, brand building is a systematic, experience is the core, no one will give you a beautiful logo, catchy slogan pay. People are paying is the purchase of quality products, to enjoy a satisfactory service, has been the best experience. But the brand mark and the slogan only you effectively municate the performance of all of the visualization. 1, business process planning, integrated marketing channels. Banks in pliance with such marketing should be a road map: the target account manager financial products and promote services marketing channel security customers to buy retail banks. Marketing account manager through a certain c