创造我国商业银行与公司客户双赢的长效机制
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摘要
随着我国银行业融入金融全球化程度的不断加深,特别是加入世贸组织后,商业银行之间的业务竞争也愈加充分和全面,银行必须对其营销活动进行创新,实现稀缺的金融资源效用与功能的最大化和最优化。但是从我国商业银行的对公业务来看,和客户的需求还存在着较大的差距,和国外发达的商业银行相比明显处于劣势,如何创造我国商业银行与公司客户双赢的长效机制成为了各商业银行关注的焦点。
本文剖析了现代企业职能和新型银企关系,对我国商业银行对公业务经营现状、存在的问题和公司客户对银行产品的需求等进行了研究,运用金融营销理论和金融创新理论,从商业银行、社会、企业三个方面提出了以客户中心主义和金融定制营销为代表的一系列对策。具体包括:细分银行客户;客户中心主义与产品中心主义并举;实施客户价值管理基础之上的客户关系管理;健全产品管理创新机制;提升定制营销能力;大力发展中间业务;建立规范的财务管理模式;金融综合化经营;构建完善的社会信用管理体系、统一的信用评价体系和规范的担保体系;加强现代企业建设、规范企业的公司治理结构等。
Chinese banking industry's growing exposure to global financial integration, as well as China's accession to WTO have exacerbated the competition between domestic commercial banks both in terms of depth and width, pushing them to take more initiatives on innovation of marketing methods, maximize the benefits and optimize the utilization of restricted financial resources. However, a closer look at the corporate and institutional banking services among these banks will enable us to identify that there still exist huge gap with clientele's demands, and the banks' services also lag behind those world leading players. Therefore, how to create a self-sustained mechanism which will bring win-win relationship for commercial banks as well as their corporate clients has raised the concern among all the commercial banks. The thesis has probed into the modern enterprise function analysis and new modes of bank-corporate relationship, followed by a practical research on the corporate banking business, existing problems among commercial banks and client's expectation on banking products. Based on the theories about financial marketing and financial innovation, and from the standpoints of commercial banks, society, and corporate clients respectively, a series of measures represented by client's centrism and financial customized marketing have been proposed accordingly, such as customer segmentation, mutual employment of customer centrism and product centrism, CRM's application based on corporate value management, and enhancement of product management innovation mechanism and customized marketing capability. Other measures also include the development of intermediary banking business, standardization of financial management modes, comprehensive financial management, full coverage of social credit supervision system, alignment of credit appraisal system, normalization of guarantee system, consolidation of modern enterprise system as well as corporate governance, etc.
本文剖析了现代企业职能和新型银企关系,对我国商业银行对公业务经营现状、存在的问题和公司客户对银行产品的需求等进行了研究,运用金融营销理论和金融创新理论,从商业银行、社会、企业三个方面提出了以客户中心主义和金融定制营销为代表的一系列对策。具体包括:细分银行客户;客户中心主义与产品中心主义并举;实施客户价值管理基础之上的客户关系管理;健全产品管理创新机制;提升定制营销能力;大力发展中间业务;建立规范的财务管理模式;金融综合化经营;构建完善的社会信用管理体系、统一的信用评价体系和规范的担保体系;加强现代企业建设、规范企业的公司治理结构等。
Chinese banking industry's growing exposure to global financial integration, as well as China's accession to WTO have exacerbated the competition between domestic commercial banks both in terms of depth and width, pushing them to take more initiatives on innovation of marketing methods, maximize the benefits and optimize the utilization of restricted financial resources. However, a closer look at the corporate and institutional banking services among these banks will enable us to identify that there still exist huge gap with clientele's demands, and the banks' services also lag behind those world leading players. Therefore, how to create a self-sustained mechanism which will bring win-win relationship for commercial banks as well as their corporate clients has raised the concern among all the commercial banks. The thesis has probed into the modern enterprise function analysis and new modes of bank-corporate relationship, followed by a practical research on the corporate banking business, existing problems among commercial banks and client's expectation on banking products. Based on the theories about financial marketing and financial innovation, and from the standpoints of commercial banks, society, and corporate clients respectively, a series of measures represented by client's centrism and financial customized marketing have been proposed accordingly, such as customer segmentation, mutual employment of customer centrism and product centrism, CRM's application based on corporate value management, and enhancement of product management innovation mechanism and customized marketing capability. Other measures also include the development of intermediary banking business, standardization of financial management modes, comprehensive financial management, full coverage of social credit supervision system, alignment of credit appraisal system, normalization of guarantee system, consolidation of modern enterprise system as well as corporate governance, etc.
引文
1彼得·德鲁克(美),译者:齐若兰. 管理的实践(德鲁克管理经典) [M].北京:机械工业出版社,2006 年 2 月第 1版.
2陈岱孙,厉以宁. 国际金融学说史[M].北京:中国金融出版社,1991-7 第 1 版.
3 Morgan R.M &Shelby D.Hunt .the commitment-trust theory of relationship marketing[J]. Jourmal of Marketing,1994,(58):20-38.
4王德静. 客户需求差异化与商业银行定制营销[J]. 金融理论与实践,2003 年 07 期.
6黄飞鸣,吴晓丽. 银行差异化服务与竞争优势塑造 [J]. 河南科技大学学报(社会科学版),2005 年 02 期.
7张晓慧. 加入 WTO 后中国银行业面临挑战的研究视角的思考[J]. 金融研究,2000 年第 2 期.
[1] 彼得·德鲁克(美),译者:齐若兰. 管理的实践(德鲁克管理经典) [M].北京:机械工业出版社,2006 年 2 月第 1 版.
[2] 陈岱孙,厉以宁. 国际金融学说史[M].北京:中国金融出版社,1991-7 第 1 版.
[3] Morgan R.M &Shelby D.Hunt .the commitment-trust theory of relationship marketing[J]. Jourmal of Marketing,1994,(58):20-38.
[4] 王德静. 客户需求差异化与商业银行定制营销[J]. 金融理论与实践,2003 年 07 期.
[5] 黄飞鸣,吴晓丽. 银行差异化服务与竞争优势塑造 [J]. 河南科技大学学报(社会科学版),2005 年 02 期.
[6] 张晓慧. 加入 WTO 后中国银行业面临挑战的研究视角的思考[J]. 金融研究,2000 年第 2 期.
[7] 陈洋,赵诗兰. 商业银行营销理论的不同视角分析[J]. 科技创业月刊,2004 年 07 期.
[8] 陈彩虹. 对南京爱立信"倒戈"的思考[J]. 金融信息参考,2002 年 06 期.
[9] 代士玉,潘家全. 我国商业银行中间业务可持续发展研究[J]. 武汉金融 ,2002 年 10 期.
[10] 黄文炳. 西方商业银行发展战略的特点及启示 [J]. 金融理论与实践 ,2003 年 04 期.
[11] 戴相龙. 商业银行经营管理[M].北京:中国金融出版社,1998.6.
[12] 陈浪南. 商业银行经营管理[M].北京:中国金融出版社,2001.8.
[13] 聂丹. 客户中心主义与产品中心主义 [R].2001 年国家社会科学基金项目《金融对外开放的效率与风险》的一部分.
[14] 戴志敏,陈立毅. 美国金融类商业方法专利及其启示 [J]. 外国经济与管理,2003 年 11 期.
2陈岱孙,厉以宁. 国际金融学说史[M].北京:中国金融出版社,1991-7 第 1 版.
3 Morgan R.M &Shelby D.Hunt .the commitment-trust theory of relationship marketing[J]. Jourmal of Marketing,1994,(58):20-38.
4王德静. 客户需求差异化与商业银行定制营销[J]. 金融理论与实践,2003 年 07 期.
6黄飞鸣,吴晓丽. 银行差异化服务与竞争优势塑造 [J]. 河南科技大学学报(社会科学版),2005 年 02 期.
7张晓慧. 加入 WTO 后中国银行业面临挑战的研究视角的思考[J]. 金融研究,2000 年第 2 期.
[1] 彼得·德鲁克(美),译者:齐若兰. 管理的实践(德鲁克管理经典) [M].北京:机械工业出版社,2006 年 2 月第 1 版.
[2] 陈岱孙,厉以宁. 国际金融学说史[M].北京:中国金融出版社,1991-7 第 1 版.
[3] Morgan R.M &Shelby D.Hunt .the commitment-trust theory of relationship marketing[J]. Jourmal of Marketing,1994,(58):20-38.
[4] 王德静. 客户需求差异化与商业银行定制营销[J]. 金融理论与实践,2003 年 07 期.
[5] 黄飞鸣,吴晓丽. 银行差异化服务与竞争优势塑造 [J]. 河南科技大学学报(社会科学版),2005 年 02 期.
[6] 张晓慧. 加入 WTO 后中国银行业面临挑战的研究视角的思考[J]. 金融研究,2000 年第 2 期.
[7] 陈洋,赵诗兰. 商业银行营销理论的不同视角分析[J]. 科技创业月刊,2004 年 07 期.
[8] 陈彩虹. 对南京爱立信"倒戈"的思考[J]. 金融信息参考,2002 年 06 期.
[9] 代士玉,潘家全. 我国商业银行中间业务可持续发展研究[J]. 武汉金融 ,2002 年 10 期.
[10] 黄文炳. 西方商业银行发展战略的特点及启示 [J]. 金融理论与实践 ,2003 年 04 期.
[11] 戴相龙. 商业银行经营管理[M].北京:中国金融出版社,1998.6.
[12] 陈浪南. 商业银行经营管理[M].北京:中国金融出版社,2001.8.
[13] 聂丹. 客户中心主义与产品中心主义 [R].2001 年国家社会科学基金项目《金融对外开放的效率与风险》的一部分.
[14] 戴志敏,陈立毅. 美国金融类商业方法专利及其启示 [J]. 外国经济与管理,2003 年 11 期.