差异化竞争：中信银行打造特色经营模式

Business model differentiation competition: citic bank building characteristics

China citic bank on March 28, announced the 2012 results report. According to the report, China citic bank in prudent increase allocations are prepared on the basis of the realization of ownership bank shareholders net income of 31.032 billion yuan; Basic earnings per share 0.66 yuan; An average of 1.10% of the total return on assets, return on average equity by 16.70%, held steady management benefit. In fact, China citic bank is able to maintain healthy and stable development for many years, with good management mode is inseparable.

Differential operation mode of the "citic characteristic"

Along with the domestic commercial Banks operating environment has profound changes, differentiated business model is the current and future years of small and medium-sized joint-stock Banks will directly face the strategic choice. Citic bank from management idea innovation, differentiation development strategy, actively explore in terms of market positioning, customer segmentation has the characteristics of "citic" management system, and achieved fruitful progress.

First of all, start small to support the real economy. According to different customer situations, China citic bank has designed a targeted financial products and services, through differentiation competition means, do the real economy service. For large corporate clients, citic bank carry out "one team, one policy", strive to become the "short list" of the main cooperative bank; For medium-sized enterprise customers, China citic bank to follow the principle of "combines unification and division of labor cooperation", the rational allocation of back-office functions in the former, at the same time, based on a standard product for the customer provide modular products and services; For small business customers, citic bank deepen specialize in the system of vertical management mode, establish accord with the characteristics of regional economic differentiation in pattern, control the overall risk and realize the small business clients concentrated mass marketing.

Secondly, marketing innovation of retail business characteristics. In 2012, citic bank launched "two card a gold" customer strategy. "Two card a gold", refers to the citic bank in retail banking on the fragrant card, letter f time card and abroad financial service system. "Two card a gold" service customers each are not identical: exclusive debit card for women, for customer service; Letter f time card is tailor-made for the middle-aged and old customer's exclusive debit card; Financial services abroad with citic bank currently in multiple countries, generation to turn the visa materials, collecting the visa cost advantage, actively provide convenience for all types of personnel going abroad of financial services. Launch "two card a gold" customer strategy, China citic bank has two basic considerations: first, the basic investigation and analysis on domestic finance market and found that female clients and old clients often bear the important family financial responsibility, also need more convenient financial services; Second, the "gold" two card can provide financial services, is China citic bank's characteristics and advantages.

New model driven development

In the positive mode optimization of large, medium and small business customers financial services, advancing toward customer segmentation management, citic bank, corporate finance business to achieve the continuous and rapid development. By reporting the final class deposit customer number reached 309700, an increase of 25700 households; Company class balance 18427.10 18427 yuan, an increase of 13.60%; Company class loan balances (including discount) to 13282.51 is one hundred million yuan, an increase of 1624.14, one hundred million yuan, an increase of 13.93%.

Toward in maintain and upgrade the business market position at the same time, in 2012, citic bank deepen business structure adjustment, strategic retail banking business development, has made remarkable achievements. By the end of 2012, China citic bank personal account balance $4124.31... 4124 yuan, an increase of 19.21%; Personal loans totaled 334.647 billion yuan, the balance of up to 20.12%, 24.78%, more than the average growth of 8.82%; Individual customer base to further expand, individual customer number up to 33.12 million, an increase of 13.1%.

Strive to build a one hundred - year - old

Increasingly grim reality show that the external market environment, under pressure from growing internal operation, domestic Banks in the economic transition period of the formation of management thought, management method is not enough to adapt to the era of the development of the new requirements.

Citic bank "first-class construction has a unique market value of commercial Banks" development vision, strive to build a one hundred - year - old. Priorities in 2013, citic bank will highlight the unique market value, highlighting support the real economy, business structure adjustment, give prominence to the customer structure, highlight the strategic development key, outstanding bank six content as a key development of infrastructure construction, and hope to maintain and improve approaches to business market position at the same time, set up probability with medium-sized customers give priority to, mainly in the high-end customers for private clients "olive shape" structure, strategic retail banking business development, speed up the development of intermediary business. Comprehensive practice of "comprehensive commercial Banks" development philosophy.

In addition, citic bank is in 2013 to "catch the deposit scale, management level on the structure transformation," as the main line, puts forward seven priority, security transition steadily push forward: one is to strengthen marketing, improve business competition ability; 2 it is advancing toward the customer management center of gravity move up, retail customers management center of gravity down; 3 it is to accelerate the construction of information technology and operating system, effective service business development; Four is to speed up the network and the network bank development, sustaining bank development; Five is to strengthen the construction of risk control ability, ensure stable asset quality; Six is to strengthen the inspection guide, support and business development in the key areas; Seven is to strengthen supporting the construction of security system, to ensure that the bank safe and steady operation.

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