At a time, the development of community banking calls for more and more, has become one of the hot topics of financial reform, the banks gradually explore suitable for their own development of community banking transformation and construction of the road, to provide customers with better quality financial services.
The concept of community banking first came from the United States and other Western financial developed countries, in which the "community" is not a strictly defined geographic concept, can refer to a city, a district, but also can refer to the city, townships and villages where residents live. Where the asset size is small, mainly for the operation of small businesses in the region, individual merchants, residents and families of local small commercial banks can be called community banks. In China, the community bank is a strictly in accordance with the market mechanism to operate the bank, if the simple imitation of the successful experience of foreign commercial banks to establish community banks, will certainly encounter greater resistance. However, based on China's current level of economic development and the current state of development, combined with the agricultural financial institutions based in rural areas, the service of the three rural operating characteristics, to explore the characteristics of the development of rural banks suitable for their own characteristics of the transformation of the construction of the community bank road is feasible.
Rural banks are generally based in rural areas, serving the three rural areas, with many outlets. Compared with the high profile state-owned banks and commercial banks, rural banks start from small, start from scattered, in good faith, in good faith, is effectively integrated into the rural "small bank". Especially in recent years, to "financial services into the village into the community project" as a focus point, have carried out into the community, into the rural areas and other financial services activities, in-depth, to understand the needs of customers, and urban and rural customer base to establish a good communication and cooperation and exchange mechanism, pro-people, convenient, beneficial to the people of the bank image of the people in the people's hearts.
In the construction of community banks, first of all, it is necessary to carry out an in-depth analysis and market segmentation for the different consumer needs and consumption habits of community residents, and to carry out financial services according to the consumer characteristics of community banks.
The market positioning of the community bank should be based on the middle and high-grade community, while the service object focuses on the middle and high-income level of social class people. Services should be centered on residents' life consumption, children's education, entertainment and culture. In response to the characteristics and needs of community customers, innovative service channels and service forms:
I. Extend service time. In order to meet the needs of some customers for financial services after work, the launch of the "financial night market", the bank's business hours, especially private service time delayed on the original basis of 1-3 hours. This delayed service is not a universal service, generally in special areas and for users with special needs, such as in the summer time, the downtown area or residential neighborhoods near some of the outlets to delay. The Shanghai Agricultural and Commercial Bank of China's "financial convenience store", which is widely promoted by the bank. It is a small bank outlets, in the business area, basic only one-tenth of the traditional bank outlets. In terms of staffing, it generally requires only 3-5 staff members. The biggest feature is the implementation of staggered extended hours service, evening business, service hours extended to 21:00 pm, for customers to handle self-service machines can not handle the traditional business.
Two, provide value-added services. With the intensification of competition in various industries, business competition and mutual penetration, it has been difficult to define the industry in which they are located. And this penetration so that enterprises in the originally unrelated channels *** enjoy resources, or through industry penetration to form a 1 +1 & gt; 2 brand superposition effect, thus multiplying the revenue. Shunde Agricultural and Commercial Bank recently launched a "supermarket bank", the bank's financial services in today's Internet financial impact has been increasingly challenged to introduce supermarkets into the bank is undoubtedly equal to a value-added services, which has a certain attraction for the bank's customers. At the same time, the bank's traditional way of doing business into this new retail business, but also to the bank's service positioning for a revolution, more likely to make it in the differentiation of services to stand out. It is certain that if the bank can bring more convenient human services or more personalized services into the bank outlets, a change in the traditional banking service standards, then it will bring customers a different and good experience.
Third, neighborhood financial services. Here we can learn from Minsheng Bank's "community financial" model, including: First, rooted in the community, to promote the construction of Minsheng Financial Smart Supermarket, located in the middle and high-end residential neighborhoods, set of self-service equipment, online banking, mobile banking experience, as well as some people's services as a whole; Second, innovative products, the introduction of a series of convenient financial products, including the community customer Second, innovative products, the introduction of a series of financial products for the convenience of the people, including community customers, a card, universal payment platform, to help create a 15-minute convenience around the community business circle; third, around the "food, clothing, housing and transportation" to provide services for the benefit of the people, including the regular implementation of the people's livelihood services into the community, preferential merchants, community exclusive offers, and even include the community of the elderly regular physical examination, square dance teaching. As the main "community finance", supporting the launch of "consumer credit" business, eligible residents of the community credit, providing a maximum of up to 500,000 yuan, without collateral and guarantee of consumer loans, for personal and family consumption purposes.
In addition, the creation of community banks should be accompanied by a further increase in the pace of construction of benchmark outlets, prompting the entire bank's staff to continuously improve their service level, focusing on service connotation, and providing customers with quality service.
Today's bank, only etiquette on the guest, so that quality service has become a habit, such as eating, drinking water natural, in order to further improve the quality of service, to provide customers with a comfortable, intimate, convenient, beneficial service environment, thereby enhancing the bank's own core competitiveness.
All manners in every move, all services in every word and deed. Continuously improve the level of financial services, to explore the development of community banks suitable for their own transformation and construction of the road, inclusive of the people, service to the people, is the current financial and economic development of the status quo of the general trend of the situation, but also the general trend. This is a challenge to our rural bank development, but also an opportunity, but also the transformation and development, seeking breakthroughs, promote the turning point of the metamorphosis.