【文章內(nèi)容簡(jiǎn)介】 to serve a variety of individual, institutional, and mercial customers. Global Finance Citicorp39。s mercial banking operation service the needs of the world39。s business munity. Recognized as the leader in the foreign exchange market, its wide range of services included mercial lending, real estate, and services to financial anizations, such as insurance panies, securities panies, institutional investors, and other banks. Global Consumer The Global Consumer business aimed to serve the fullest possible range of financial needs for individual consumers. Its $160 billion in assets constituted 50% of the bank39。s asset base. The majority of Citibank consumers were in the United States, where one out of six American households had a relationship with the bank. However, its international presence had been growing rapidly, and while other large banks had been scaling back their efforts overseas, Citibank had expanded its services into 9 million households in 15 countries outside the United States. By 1999, Citibank, which had started as a mercial bank, offered a variety of products for consumers as well, especially in the United States. In the United States alone, Citibank had grown its card membership from a mere 6 million in 1990 to 畢業(yè)設(shè)計(jì)（ 論文 ） 外文譯文 8 more than 27 million in 1997. Citibank39。s mission in the AsiaPacific region was to be the most profitable and prominent provider of a wide array of financial services to an increasingly affluent upperine and middleine market, and to reach the rapidly growing middleine households in this region. The bank operated in 15 countries region throughout Asia pacific and the Middle East: Hong Kong, Taiwan, Australia, the Philippines, Guam, Singapore, India, the Gulf, Malaysia, Indonesia, Thailand, Pakistan, and Korea. Rapid economic development had made these countries attractive business propositions for many international banks. However, most Asian governments had a number of regulations designed to protect local banks and limit the expansion of foreign banks. For instance, foreign banks in Indonesia could operate only two branches。 in Malaysia and Singapore, they were limited to three。 and in Thailand, each foreign bank was allowed only one branch. Citibank39。s senior managers knew that they could not rely only on breakthroughs in the regulatory environment to gain increased access in the local market. Therefore, offering the most innovative and high quality products, services, and technology was critical to acquiring and retaining customers. For example, Citibank pioneered telephone banking in much of Asia. It developed alternate distribution channels for products such as automobile loans. With the dealers acting as the bank39。s agents, customers did not ever have to visit the branch. Citibank AsiaPacific Consumer Bank: Core Products and Service Core Products In offering the CitiOne account, Citibank used its advances in technology to provide customers something none of its petitors could reproduce: a consolidated deposit and investment account based on the sum total of all of a customer39。s accounts with Citibank. By enrolling in CitiOne, customers benefited from: 畢業(yè)設(shè)計(jì)（ 論文 ） 外文譯文 9 ? A consolidated statement showing the status of all their Citibank accounts。 ? Banking by phone。 ? An automatic checking overdraft facility。 ? Linked savings and checking accounts where funds were swept from checking into savings overnight in order to earn interest, and ? A designated customer service officer to manage their accounts. In order to fully offer its resources to branch banking customers, Citibank imposed relatively high deposit requirements of its checking/savings customersusually about $10 000. Mortgage power, targeted at housing loan customers, allowed those whose homes were worth more than the existing mortgage to obtain a revolving line of credit on top of their existing loan. Citibank was also one of the largest providers of auto loans in Asia. The bank worked to establish and maintain relationships with car dealers as one way to gain access to new customers。 auto loans were then sourced and marketed through car dealerships. Unlike other credit line accounts, Citibank39。s ready credit, a revolving credit facility that worked like a checking account, enabled customers to apply for an overdraft line of credit without having to formally apply for a loan. This product was targeted at mid level professionals and provided them a ready source of funds for unexpected expenditures or emergencies. It offered a number of benefits, including low mandatory repayment of the loan, no collateral or guarantors required and ready cash withdrawals through ATMs (automated teller machines). To attract the high worth s