【正文】 of national control policies on the mortgage industry, mortgage business of automobile。 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, WalMart stands for Always low prices, McDonald39。s retail banking from mercial 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. China39。 翻譯： Stateowned mercial banks to create the first of retail banks Retail banking refers to the mercial banks use modern management theory, relying on hightech 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。沒(méi)有建立規(guī)范化的個(gè)人優(yōu)質(zhì)客戶檔案管理系統(tǒng)。在營(yíng)業(yè) 大堂的建設(shè)上，各家銀行都配備了優(yōu)秀的大堂經(jīng)理來(lái)疏導(dǎo)客戶，保險(xiǎn)公司、房產(chǎn)開(kāi)發(fā)公司等也借機(jī)入住各家銀行網(wǎng)點(diǎn)，形成了多家金融機(jī)構(gòu)共同開(kāi)展?fàn)I銷的局面。這些環(huán)節(jié)要集中通過(guò)客戶經(jīng)理，向客戶傳遞專業(yè)的咨詢信息。 一是要建立一支專業(yè)化、禮儀化的個(gè)人客戶經(jīng)理隊(duì)伍。 所以，品牌的打造是一個(gè)系統(tǒng)工程，體驗(yàn)是其核心，沒(méi)有人會(huì)為你漂亮的標(biāo)識(shí)，朗朗上口的標(biāo)語(yǔ)付費(fèi)。 零售銀行業(yè)務(wù)的發(fā)展需要征信制度的 “ 助推 ” 。居民與銀行之間的信息不對(duì)稱表現(xiàn)在諸多方面，如銀行對(duì)居民個(gè)人收入與信用方面的信息把握非常有限，居民個(gè)人現(xiàn)在與將來(lái)在收入與支出方面信息的不完全性等。 ４、品牌缺失。從商業(yè)銀行蛻變出來(lái)的管理模式不符合零售業(yè)務(wù)的需求。因而，如何進(jìn)一步加速我國(guó)商業(yè)銀行零售銀行業(yè)務(wù)發(fā)展，已成為我國(guó)金融界的重大理論與現(xiàn)實(shí)課題。國(guó)有商業(yè)銀行打造第一零售銀行的思 考 零售銀行業(yè)務(wù)是指商業(yè)銀行運(yùn)用現(xiàn)代經(jīng)營(yíng)理念，依托高科技手段、向個(gè)人、家庭和中小企業(yè)提供的綜合性、一體化的金融服務(wù)，包括存取款、貸款、結(jié)算、匯兌、投資理財(cái)?shù)葮I(yè)務(wù)。 一、我國(guó)銀行 零售業(yè)務(wù)的發(fā)展及存在的問(wèn)題 近年來(lái)，我國(guó)銀行業(yè)明確提出把零售銀行作為主要戰(zhàn)略方向之一提到議事日程，工行更是提出了打造 “ 中國(guó)第一零售銀行 ” 的戰(zhàn)略目標(biāo)，并制定了詳細(xì)的戰(zhàn)略規(guī)劃。對(duì)于能帶來(lái)不同利潤(rùn)的客戶該采取怎樣的差 異化策略，差異化的服務(wù)等問(wèn)題，沒(méi)有有效的管理維護(hù)制度，缺少與之匹配的運(yùn)營(yíng)管理機(jī)構(gòu)。工行各種理財(cái)產(chǎn)品名目繁多，僅銀行卡產(chǎn)品就有十?dāng)?shù)種之多，而老百姓知道的僅是牡丹信用卡。消費(fèi)信貸申請(qǐng)者個(gè)人收入水平、財(cái)產(chǎn)數(shù)量、負(fù)債狀況以及過(guò)去有無(wú)信用不良記錄等個(gè)人信用信息，對(duì)銀行決策很重要但銀行卻不易全面獲知；或通過(guò)專人調(diào)查研究能夠獲知但 信息搜尋成本高昂，得不償失。征信制度是建立在個(gè)人征信系統(tǒng)基礎(chǔ)上的，即由專門(mén)的信息中心匯總個(gè)人各類信息數(shù)據(jù)資料，包括個(gè)人基本信息及相關(guān)信用記錄等。人們付費(fèi)是因?yàn)橘I了優(yōu)質(zhì)的產(chǎn)品，享受了滿意的服務(wù)，得到了最佳的體驗(yàn)。要明確客戶隊(duì)伍營(yíng)銷指標(biāo)責(zé)任制。 二是中國(guó)是一個(gè)不成熟、不穩(wěn)定的市場(chǎng)，對(duì)市場(chǎng)的最新變化、金融產(chǎn)品營(yíng)銷的階段性和關(guān)聯(lián)性等特征。隨便一個(gè)網(wǎng)點(diǎn)的營(yíng)業(yè)大堂，一天都有幾百人、上千人的客流量，而且還都是銀行已經(jīng)開(kāi)戶的客戶，這應(yīng)該首先成為理財(cái)產(chǎn)品營(yíng)銷的對(duì)象。就工行來(lái)說(shuō)，他對(duì)私人銀行客戶提出的口號(hào)是：定位中端、競(jìng)爭(zhēng)高端、培育潛力。 both business asset may also be a liability business and intermediate business, it can be online banking and so on. In the West, retail banking is the most important source of profit for mercial banks. China39。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. Stateowned mercial bank39。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, mercial banks and between the residents, in fact, there is a wide range of information asymmetry, namely the banks, consumerrelated information in the Silver A transaction between the two sides plete and asymmetric distribution. Residents and asymmetric information between banks performance in many areas, such as banks and credit of the residents of personal ine is very limited grasp of information, the residents present and future personal ine and spending and so on inplete information. Consumer credit applications are personal ine, the amount of property, liabilities, and whether any bad credit records and other personal credit information, bank decisionmaking is very important but it is difficult fully informed of banks。 on the international market exchange rates, interest rate fluctuations on the impact of retail banking, financial products need to promote areas of service have a prehensive knowledge reserves. Third, personal financial services to go beyond the scope of financial planning to expand to the customer every aspect of life, which the bank is even more closely with the customer contact. This requires that