【正文】 e 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 channel, the financial banking products or services delivered to individual customers. That which involves a total of four ponents: the client manager, financial products, marketing channels and customer personally, so we start from the four areas of retail banking business development marketing plan. 2, client manager selection. One is to establish a professional etiquette of personal customer managers. Marketing team to target specific customers responsibility. Determine the client manager selection criteria, the implementation of open selection, and elimination of the system. The second is to establish ongoing training mechanisms, including marketing skills, service etiquette training. Account Manager team is representative of the image of foreign banks, their quality is critical, and thus overall quality of the team should be the highest bank staff should be familiar with different areas of the financial sector, on different product lines should have a basic knowledge . 3, referral services to link financial products. First, the remendation of financial products to reflect professionalism. Account Manager will also need two technical support that product managers and related professional organizations, such as insurance, securities, funds and futures panies. These things need to be focused through the client manager, deliver professional consulting to customers information. Second, China is an immature, unstable market, the latest market changes, financial product marketing stage and the relevance of other features. On stocks, bonds and other market grasp。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 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 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 recor