"Genzang" Taihang Wo Tu Yongju's development new road

Author:China Agricultural Credit News Time:2022.08.02

Wang Yunfeng Ren Zhefeng

Since the beginning of this year, Shanxi Elderly and Commercial Bank has closely focused on the spirit of the Central Document No. 1 in 2022 and the city's two sessions "focus on implementing the strategic development of rural revitalization strategies to expand the new space of high -quality development" meeting. Help the village rejuvenation. As of the end of June, the bank's various deposits balance was 11.914 billion yuan, an increase of 1.668 billion yuan from the beginning of the year. The market share accounted for 58.85%, and the market share of new deposits reached 71.57%; the balance of various loans was 8.745 billion yuan, an increase of 690 million yuan from the beginning of the year. Among them, the agricultural loan -related loan was 7.460 billion yuan, an increase of 749 million yuan from the beginning of the year, and the market share accounted for 78.57%. The market share of new loans reached 60.25%.

The various income achieved 407 million yuan, and the operating profit was 189 million yuan. The market share of deposits and loans was ranked first in the county's 10 financial institutions in the county.

After the meeting of the party committee (party group) of the Shanxi Provincial Agricultural Credit Society, the Provincial Federation President Governance Audit Center launched the three -year marketing operation of "Rooting, Strong Root, and Strong Roots", set up a team of internal trainers, set up a professional marketing operation team to create You Credit Products and Credit Process, build a full product marketing mechanism. The bank mainly uses organizational structure optimization, performance assessment, grid -based marketing, etc., to fully meet the diversified and multi -level financial needs of rural revitalization.

The agency "slimming" and "expanding" at the front desk, and strengthening the marketing team

The eldest son Rural Commercial Bank adheres to the problem orientation, strengthens the top -level design, regards optimizing the organizational structure as the starting point for reform and innovation. "On, the concept of" money is earned, not issued by money ", through streamlined government office, compression department personnel, and strengthening front -line marketing teams, reforming performance simultaneously, and fully enhanced the value of existing human resources.

The current situation of the huge room, bloated personnel, low efficiency, fewer outlet marketing staff, weak marketing capabilities, and poor marketing power. The bank takes the initiative to carry out organizational structure optimization. On the basis of ensuring normal work, the number of compression agencies and cabinets. The team of customer managers and marketing managers expand, and provides a strong organizational guarantee for the effective use of human resources to effectively use the human resources value. The 20 central and background departments are streamlined to 12, and the department staff are streamlined to 80, accounting for 12.82%, and the personnel of the business department have been expanded from 128 to 189, accounting for 30.1%. It accounted for 13.5%, and the marketing staff expanded from 228 to 340, accounting for 54.2%.

Break "balance", change the "average", and follow up with performance assessment simultaneously. In the county, the advantages of rural commercial banks, geography, and multi -point are obvious. Most of the business scale ranks first in the county banking financial institutions, but it is in a disadvantaged position in terms of per capita value. "Boat Rice", the phenomenon of "Xiao'an is rich" at the grassroots level, and the phenomenon of "laziness and greed" still exists. For example, the performance model of the fulfillment of the fulfillment of the fulfillment of the fulfillment of the balancing points Kaga marketing is priced. The indicator (KPI) assessment, the total performance of the entire KPI performance is 70%. Through the layers of the operating goals, the target management of performance assessment will help ensure the consistency of the performance of institutions and personal performance at all levels. Gradually tilted to the grassroots level, the concept of salary design "Division> Outlets> Organizations", after adjustment, comparison of the per capita wages per year before and after, the monthly per capita wage of the business department was raised by 5%, and the monthly per capita wage of the outlets was raised by 2%. In order to truly drive the visitors to the "runway" and realize that the entire staff is arranged from passive positions to active to marketing positions. The bank is reasonably designed to be reasonably designed in accordance with the business outlets and business outlet salary higher than the head office's assessment principle. The salary base encourages everyone to take the initiative to go to the front desk from the background and go to the marketing post from the management post. As of now, 30 employees have taken the initiative to walk from the agency to the front -line marketing positions, and have really cited the guests on the "runway".

Refine the team and improve the skills to ensure that the root system is firm and solid. Rural Commercial Bank was born in rural areas and affected by agriculture. It focuses on serving the "agriculture and rural areas". However, in the face of the increasingly fierce market environment, it must make changes. Both products, skills, or services need to run and catch up. The Rural Commercial Bank has developed rapidly over the years. It is inseparable from the continuous recruitment of Xianjin. Many college students who have just graduated. Employees are energetic and impulsive, but they also face shortcomings with insufficient experience and lack of skills. An employee is the goal of a bank. "During the" root "period, the bank's credit, retail, and operating three -line trainee team sorted out various products, skills, and services for one month, and used week Six days and get off work hours have been organized for more than 30 periods, laying a solid foundation for employees from professional to compound transitions.

Passing "in place" and "ice breaking" in thought, the direction is not consistent. In the early days of "rooting", almost all employees did not understand. Why should I adjust the job? Why should performance reform? Just do my own work, why do I still need to understand other businesses? The key to reform is the "ice breaking" in thought. If you cannot be unified in mind, all the efforts in the early stage may be more effective or even ineffective. In order to change the status quo, the team members and internal trainer teams carried out overall discussions, classified discussions, and separate discussions with the department and first -tier outlets. The commonality and personality issues of employees 'ideological levels are collected, and special research solutions are carried out to unify all employees' thoughts and achieve a consensus of all employees. Carrying social responsibilities and practicing inclusive mission

In recent years, the eldest son Rural Commercial Bank has actively fulfilled social responsibilities, took the initiative to exert the advantages and responsibilities of local banks, continuously enrich the service methods, extend the tentacles of services, brave up the social responsibility of the enterprise, and win widespread praise from society. The bank supports small and micro enterprises, all completed the docking work of 141 key projects in the city and county, 177 small and micro enterprises, issued 1 loan, 9 million yuan, 7 creditors and amounts of 7.1 million yuan. In order to effectively alleviate the pressure of small and micro enterprises, a system of bailout loan product system was introduced. As of the end of April, a total of 285 small and micro enterprise loans were issued, with an amount of 1.371 billion yuan. Small and micro enterprises have passed the difficulties; helping rural revitalization, in terms of credit product development, in order to accurately support the development of Qinglian pepper industry in the county, based on the original 13 "Danju Fast Loan" products, the special "rural revitalization · greenhouse loan" Credit products have currently arranged more than 1,500 farmers, 43 households with demand for loan funds of greenhouses, 11 million yuan, and issued 24 loans and 7.223 million yuan. The remaining 19 households are preparing before the loan. The bank issued 61 spring farming loans in spring plowing and cultivation, with a amount of 66.1485 million yuan, of which 55 farmers, 7.7485 million yuan, 6 companies and 58.4 million yuan. The rate is 78%, with a credit of 14,258 households, with a amount of 320 million yuan, and a credit of 120 million yuan, of which 1842 households were awarded from January to June, with a amount of 62.12 million yuan and 47.36 million yuan in credit. For the base point, carry out the monthly financial business, agricultural capital, agricultural work, and breeding training to effectively improve the operational capacity of planting and breeding farmers. In terms of loan process and reduced financing costs of agricultural loans, the bank signed a strategic cooperation agreement with the provincial agricultural guarantee company in April this year. Any agricultural loan -related loan that meets the standards of 100,000 to 3 million yuan can be provided. Guarantee, provide a low interest rate loan with an annual interest rate of 5.5%. After the loan is settled, customers can also apply for 50%of the discount subsidies to the provincial farmers. Through the above measures, the number of agricultural and rural customers has reached 7,818 households, an increase of 897 households at the beginning of the year. At the same time The "Administrative Measures for the Management of Village Economic Cooperatives" and the "Measures for Credit Loans" were issued, and successfully signed a loan agreement with Yicun to collect 2.6 million yuan to help the construction of 15 vegetable greenhouses and explore new paths to support the collective economy. The bank strengthened grass -roots service forces. In terms of personnel supplement, the "marketing and operation separation" work was launched, and more than 30 customer managers were released to grass -roots outlets to engage in marketing managers, further enhance the credit marketing power of various outlets, and ensure that credit services extend to the field In every corner of the ground, in terms of ability improvement, the ability to learn two weekly studies for the customer manager, summarize one week, and one -month training capacity improvement mechanism. Speak on the problem of loan and loan, for the service team of the hall, professional lecturers have been invited to conduct a 18 -day "business skills improvement" special training. At the same time, conventional measures such as limited time, skill testing, and grade assessment are combined Consolidate poverty alleviation. From January to April, a total of 26 poverty alleviation small loans were issued, with a amount of 1.2868 million yuan, accounting for 52%of the county's investment. At present, poverty alleviation households and margins that meet credit conditions and are prone to poor households. The bank is active. Fore ahead, strive to reach 60%of the annual tasks at the end of May; fully resolve risk assets, on the basis of risk -down risk assets such as litigation in accordance with the law, sale of pledged stocks, repaid on debt, and high -pipe packages Together, a non -performing loan lawsuit and execution symposium were held, and a "special implementation operation of financial cases" was carried out. Twelve cases were visited and more than 200,000 yuan in non -performing loans.

Next, the Elderly Rural Commercial Bank will jointly organize special implementation operations in the United County Court every month to continue to contribute to creating a good reputation environment for Elderly County.

Create a branch of the branch of precision marketing, and practice inclusive finance

In the past, most outlets' focus staying in the daily cabinet business, which led to the biggest offline advantage of the Agricultural Credit Cooperative, it has not been fully exerted. At least one lobby manager and marketing manager are equipped at each outlet, and employees with resources and strong marketing capabilities are arranged to outlet marketing positions, so that the branch outlets focus on customer acquisition marketing. Carry out professional operations. At the same time, the promotion of outlets and scenarios and the construction of scenes. The scene of the outlets is to introduce the foreign ecology through "one line and one product", so that residents can enjoy extended services such as tea rooms, bookstores, department store supermarkets at their doorsteps. Optimize customer experience and enhance customer stickiness. Scenicization construction is to move the outlet function to the people, give full play to the advantages of many people and familiar people in the agricultural credit agency, guide all members to go deep into the streets, fields, and community business districts, fully tap customer needs, and make the product the products. Precise marketing. At present, the upgraded version of the "root root" operation, the "strong roots" operation of Changzhi agricultural credit, is in full swing. The bank keeps closely with the guidance of the system of the system to be a good "construction team", with the village credit and "grid" marketing In order to grasp, make high -quality services a "booster" for business growth, and form a new pattern of "strong roots" that are fully covered by all employees.

In order to improve the mechanism, stimulate the new kinetic energy of the countryside. In order to ensure that the rural rejuvenation team has sufficient strength, the bank regulates a group of "three rural" teams with a group of business knowledge, strong marketing skills, and experienced work experience. This marketing group is distributed in major towns and villages in the county, with a radiation surface of 100%. To ensure that every farmer in the jurisdiction has a full -time marketing team and customer manager one -on -one docking. At the same time, a competitive mechanism is formed internally, and a group PK is adopted to achieve "daily ranking, weekly summary, and monthly notification". Through the work group "real -time sun -in -law", set the first single award to inspire advanced, spur the advance, let the villages fit the countryside Various financial policies, products, and related financial knowledge of the whole village credit, credit village construction, credit household rating, agricultural loan -related loans, etc.

Based on farmers and farmers, weave a marketing network. Relying on the grid, the bank focuses on the entire staff of the network merchants, business districts, and migrant returnees in their jurisdictions to establish reserve customer account information in accordance with customer addresses and industry types. , Formulate targeted marketing plans, every employee who enters the village can clarify his "responsibility field", cover the administrative village through the employee Bao Village, the village -like village appearance system, and the whole village credit system, to achieve full -time credit, grant 3412 credit 3412 A total of 382.17 million yuan; multi -dimensional credit, 3,884 creditors a total of 151.476 million yuan, smart credit credit, 12213 households totaling 339.1 million yuan. Cooperate with the entire village credit to settle and take root; take the business districts and schools of the outlets as the service radius, efficiently operate the surrounding grids, and cooperate with the grid merchants in the jurisdiction to build a "merchant alliance", with a total of more than 4,800 households. Participation, optimize customer experience, and achieve accurate and intimate financial services; strengthen cross -marketing between posts, deeply excavate customer needs, and "one -stop" meet customer needs. In the cabinet and hall, the teller, the lobby manager, and the operation supervisor of the operation supervisor have a linked marketing consciousness, and the quality and efficiency of the hall service and marketing. ; Internal diligence and external diligence, internal diligence excavate customer quality and needs, and strengthen marketing and publicity efforts of foreign diligence; for public and retail business, find out the number of corporate customer resources, expand the retail business through corporate customers, and open up retail business to open up 72 enterprise customers through retail business ; From the traditional model to the "service marketing" model. Service -oriented, with diversified products and intimate services to cultivate diversified structures and highlighting customer groups, enhance customers' satisfaction and gain, and strive for ordinary customers to become effective customers, and effective customers become high -quality customers.

The executives took the lead and all the members made their efforts to resolutely fight for marketing. "A employee is a bank", which is the teachings of our superiors to us, and it is also a eager expectation for us. In the "Sanquan" marketing activity, we gave full play to the marketing potential of each person, signed a military order, formulated a "combat map", and established the "three -level linkage" marketing mechanism of team members, departments, and branches. The members of the team regularly conduct supervision, focus on focusing, focus on large households, and take the lead in conducting precision marketing; the office charts of the agency and ministry, actively play the role of supervision, guidance, and coordination in terms of line assessment, business guidance, and institutional guarantee, and designated personnel to designate personnel Every Monday helps grass -roots outlets, and marketing is connected up and down; grass -roots outlets have paid close attention to targets, carried out activities according to local conditions, and hung marketing banners from large and small villages in various towns to "eight -advance" marketing. The team to the employee, the agency to the grassroots, and everyone took the initiative to take the initiative to carry out the heavy responsibility of increasing the interest of deposit and loan loans, so that the "three full" marketing was deepened and achieved practical results.

Guided by transformation and quality, carry out "three full" marketing. The bank asked for all the members to go into battle. After more than a year of foreign extension, it sank 397 times in the administrative village, 138.8%of the visits, 37 times in the residential community in the city, 160.8%of the visits, more than 3,400 marketing shops. The school has achieved more than 350 times, and has achieved the lowest cost, the best effect, and the highest customer satisfaction through product marketing; produce a full product manual, so that all members understand the product, meet the marketing, and insist on "what to supplement" In principle, measures such as "three strong and one turn", performance assessment "command sticks", job work setting processes and other measures have changed the previous extensive mode, continuously pressurized, and out of the "comfort circle". The "concept of the" concept is deeply rooted in people's hearts, steadily enhances business benefits, and makes employees also become the benefits of interests; creating a comprehensive promotional momentum, through the full -scale atmosphere such as product land stickers, flags, fluorescent boards and other halls Understand, guide the development of hall marketing, attract passenger flow, and achieve the diffusion effect. As a county agricultural and commercial bank, the market share of deposit and loan has already occupied most of the mountains and mountains, so we are not limited to maintaining the permanent customers. In fact, there are many migrant workers who jump out of the countryside. Returning nodes to publicize, docking enterprise publicity, specific group propaganda (such as "eldest son -in -law", "eldest son Hotel", etc.), while holding the original market share, fight for more original customers. "It's easy to worry about the stones, not to the sea of the sea." This is the spirit of essence. The eldest son Rural Commercial Bank will adhere to the spiritual and guardian spirit, and always adhere to the market positioning of "supporting farmers, supporting the micro, and supporting the real economy." On the road of helping the revitalization of the countryside, do good deeds with "hard core investment", do good deeds, strengthen the "hematopoietic" function, and use practical actions to support the responsibility of supporting rural economic development.