【正文】 ers the level of the client by the Manager to maintain and provide what kind of products, but also a lack of standardization mode of operation. Also remain in the public marketing stage. Now, the conditions of banks, has been carried out through various channels to maintain customer relations, such as launching the financial seminars highend customers tea party, short message sending holiday wishes and other activities. But the marketing costs of the tensions, it is difficult to make customer relationship maintenance work to a new level. Four stateowned mercial banks have strong strength, can try to extend its services to the financial management of financial outside of other areas, such as internal customers around the topics, different forms of organized clubs, such as Swimming Club, Badminton Club and Bicycle Club and so on, through the club activities will be linked more closely to our customers. 。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。s Best Inter Bank in the title is not either substance. The other is the retail bank39。s mercial banks to retail banking business, the financial sector has bee the major theoretical and practical issues. 1, the development of retail banking in China and problems of In recent years, China39。現(xiàn)在，有條件的銀行，已經(jīng)通過(guò)多種管道開(kāi)展客戶關(guān)系維護(hù)工作，如開(kāi)展 “ 理財(cái)講座 ” ，高端客戶茶話會(huì)，短信節(jié)日送祝福等活動(dòng)。僅 以工商銀行為例，其網(wǎng)站頁(yè)面單一，理財(cái)專(zhuān)刊活頁(yè)較多且不具吸引力，理財(cái)知識(shí)多以宣傳單的方式發(fā)放，如果集中精力、財(cái)力為高端客戶設(shè)計(jì)出精美的、具有收藏價(jià)值的宣傳畫(huà)冊(cè)，效果會(huì)更理想。 營(yíng)銷(xiāo)渠道的建設(shè)。 金融產(chǎn)品推介服務(wù)環(huán)節(jié)。客戶經(jīng)理通過(guò)一定的營(yíng)銷(xiāo)渠道，把金融理財(cái)產(chǎn)品或服務(wù)傳遞給個(gè)人客戶。 三、對(duì)國(guó)有商業(yè)銀行擺脫銀行零售業(yè)務(wù)發(fā)展困境的思考 某國(guó)際知名超市將辦公室建在了收銀通道旁，平常只開(kāi)一半數(shù)量的收銀通道，當(dāng)?shù)搅嗣r(shí)，管理人員就從辦公室走出來(lái)打開(kāi) 剩余的收銀通道進(jìn)行收銀工作，這樣一方面提高了效率，節(jié)約了成本，但真正重要的是節(jié)省了客戶的等待時(shí)間，給客戶營(yíng)造了良好的體驗(yàn)。 “ 逆向選擇 ” 與“ 道德風(fēng)險(xiǎn) ” 給銀行帶來(lái)較高的不確定性。而我們的零售銀行業(yè)務(wù)還沒(méi)有一家有其獨(dú)特的品牌。 ３、營(yíng)銷(xiāo)和服務(wù)渠道單一。此外，他們和客戶的接觸通常是交易性的，因此，銀行傾向于把精力集中在交易效率上，而不是服務(wù)和銷(xiāo)售。我國(guó)零售銀行業(yè)務(wù)目前正面臨大發(fā)展的局面。在西方，零售銀行業(yè)務(wù)是商業(yè)銀行最主要的利潤(rùn)來(lái)源。 但是在零售銀行迅猛發(fā)展的背后，我們卻看到了 中國(guó)的零售銀行從落后的商業(yè)銀行批發(fā)業(yè)務(wù)脫胎而來(lái)的種種隱患，尤其體現(xiàn)在營(yíng)銷(xiāo)方面，許多銀行優(yōu)先考慮的不是客戶和零售，而是信用和風(fēng)險(xiǎn)。今年各家銀行推出的個(gè)人理財(cái)產(chǎn)品，競(jìng)爭(zhēng)激烈，因此競(jìng)相提高客戶收益率，最終擠壓了銀行自身的利潤(rùn)空間，使得本來(lái)應(yīng)該具有豐厚利潤(rùn)的個(gè)人理財(cái)產(chǎn)品成為 “ 雞肋 ” 。 現(xiàn)時(shí)的中國(guó)銀行業(yè)，已經(jīng)不是工、農(nóng)、建、中四大行的傳統(tǒng)時(shí)代了，零售需要品牌和體驗(yàn)，沃爾瑪代表著 “ 天天平價(jià) ” ，麥當(dāng)勞是快餐的代名詞，星巴克給你帶來(lái)獨(dú)特的體驗(yàn)。信息不對(duì)稱(chēng)極易產(chǎn)生 “ 逆向選擇 ” 與 “ 道德風(fēng)險(xiǎn) ” ，即那些尋找消費(fèi)信貸最積極、最可能得到貸款的消費(fèi)者，往往資信狀況不佳，導(dǎo)致銀行對(duì)信貸客戶做出錯(cuò)誤選擇，此為 “ 逆向選擇 ” ；借款人得到消費(fèi)貸款后，從銀行角度看，可能從事風(fēng)險(xiǎn)非常大而不宜介入的活動(dòng)從而改變了銀行與借款者商定的借款用途，此為 “ 道德風(fēng)險(xiǎn) ” 。發(fā)達(dá)國(guó)家經(jīng)驗(yàn)表明，銀行在信用基礎(chǔ)上的信貸決策，可以在相當(dāng)大程度上緩解 “ 信息不對(duì)稱(chēng) ” 問(wèn)題。 銀行零售業(yè)務(wù)的營(yíng)銷(xiāo)應(yīng)遵守這樣的路線圖：即客戶經(jīng)理目標(biāo)客戶 — 金融產(chǎn)品推介服務(wù) — 營(yíng)銷(xiāo)渠道保障 — 客戶購(gòu)買(mǎi)銀行零售業(yè)務(wù)。客戶經(jīng)理隊(duì)伍是銀行對(duì)外的形象的代表，自身素質(zhì)十分關(guān)鍵，因而這支隊(duì)伍綜合素質(zhì)應(yīng)是銀行員工隊(duì)伍中最高的，應(yīng)熟悉金融業(yè)的不同領(lǐng)域，對(duì)不同的產(chǎn)品線應(yīng)具備基本的專(zhuān)業(yè)知識(shí)。這就需要在產(chǎn)品推介服務(wù)環(huán)節(jié)上更具人性化服務(wù)。理財(cái)專(zhuān)刊的內(nèi)容偏時(shí)尚和休閑，和銀行業(yè)務(wù)聯(lián)系不夠緊密。還停留在公共營(yíng)銷(xiāo)階段。s domestic demandled economic growth model of the mature, doubling national wealth, our mercial banking business the focus has moved from production services to consumer services, in the highend consumer are being 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 China39。s Inter banking is an exception, a strong and secure service that allows its World39。 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 mercial banks in the retail banking business in China