鑫拓发展银行CI策划书.doc
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鑫拓发展银行CI策划书.doc
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鑫拓发展银行CI设计手册
目录
前言
银行简介··················································01
董事长致辞················································02
CI导入背景················································03
CI导入目的················································04
鑫拓发展银行理念识别系统
鑫拓发展银行MI导航
(一)理念识别系统总则······································07
(二)鑫拓发展银行的定位····································07
(三)鑫拓核心价值观········································07
(四)鑫拓精神··············································08
(五)鑫拓宗旨··············································08
(六)鑫拓目标··············································09
(七)鑫拓经营理念··········································10
(八)鑫拓管理理念··········································11
(九)鑫拓服务理念··········································12
(十)鑫拓社会理念··········································12
(十一)鑫拓企业口号········································13
鑫拓发展银行行为识别系统
外部识别系统
(一)目标市场营销战略
一、市场细分···············································15
二、竞争者分析·············································17
三、宏观环境分析···········································20
四、目标市场选择···········································21
(二)产品、服务及其组合策略
一、金融商品服务···········································21
二、金融服务···············································21
三、金融辅助服务···········································22
(三)价格策略
一、市场渗透价格策略·······································22
二、注重“非价格”竞争·····································22
(四)渠道策略·············································22
(五)促销策略
一、促销总述················································23
二、鑫拓发展银行的具体促销措施······························24
内部识别系统
(一)建立健全的组织管理机制
一、鑫拓发展银行的业务范围··································27
二、业务组织与管理··········································27
三、风险控制················································29
四、鑫拓发展银行组织架构图··································34
五、主要部门职能············································36
(二)服务规范
一、创造快乐情绪············································39
二、基本服务准则············································40
三、柜台服务准则············································41
(三)员工仪表
一.着装····················································43
二.发型····················································43
三.鞋帽····················································44
四.饰物····················································44
五.妆容····················································44
六.胸卡····················································45
(四)员工礼仪规范
一.员工交往礼仪············································45
二.客户抱怨处理············································48
(五)人事管理
一、人事流程················································49
二、人事管理················································52
三、培训制度·············································54
四、职业规划················································56
五、激励:
激发企业活力······································57
(六)绩效考核体系
一、考核目的················································58
二、构筑完整科学的四大体系··································58
三、全面细分和量化考核内容··································59
四、严格规范考核程序········································59
五、规范考核依据············································59
六、实行科学高效的考核管理··································59
七、建立严密的综合绩效考核监督机制··························60
鑫拓发展银行的CI实施管理
(一)沟通与培训········································62
(二)跟踪管理落实和实施CI战略活动计划·········62
(三)监督和控制CI战略的实施······················62
(四)导入CI实施推广活动进度表····················63
附录
附件一:
CI设计小组介绍··································65
附件二:
CIS实施预算表·····································66
附件三:
鑫拓发展银行调查问卷·····························67
银行简介
沐浴着加入WTO的春风,在省委领导的亲切关怀和指导下,2002年鑫拓发展银行在英雄城南昌诞生了。
鑫拓发展银行的注册资本为10亿元,在央行和银监会的批准下,设立股份制商业银行。
自成立以来,我行不断扩大经营规模,不断提高盈利能力,保持了持续稳定、健康发展的良好态势。
2004年鑫拓发展银行被评为江西省金融地产行业10家最具竞争力企业之一,2005年还荣获“中国最具有影响力财富企业”称号。
截至2005年末,银行总资产达366.28亿元,各项存款余额和贷款余额分别为310.03亿元、287.88亿元,2005全年实现净利润3.89亿元,同比上年增长16.7%。
我行取得了如此成绩,离不开我行先进的经营管理理念。
鑫拓发展银行秉承“诚而待人,信而立业,卓而创新,拓尔之财”的经营理念,稳步实施国际化改造战略,在信贷、资金、营销、稽核、风险管理和人力资源等方面加大了改革力度,坚持科技创新与产品创新一体化的方针,加强信息系统管理、信息技术运用以及新产品开发管理,加强全行创新工作的统筹规划管理。
不断加大科技投入,综合业务系统、自助银行和网上银行的开发推广,成为本行电子化的重要支撑,形成了较强的竞争优势。
而严密的风险管理体系也是我行得以稳健运转的前提之一。
鑫拓发展银行坚持依法合规经营,构建全方位、全过程的风险管理体系,加强风险管理制度建设,培育严格、规范、审慎、稳健的风险管理理念和良好的风险管理文化。
按照全面风险管理原则要求,设立风险管理委员会和风险管理部,对信用风险、市场风险、操作风险等进行持续的监控和管理。
建立了信贷专职审批人制度,实现授信审批的专业化和职业化。
建立了垂直管理的稽核体制,保证稽核监督工作的独立性、权威性和有效性。
依靠较为完善的全面风险管理体系,鑫拓发展银行资产质量不断得以优化。
专业化个性化的金融服务使得我行赢得了市场,也将引领我行迈向更前方。
鑫拓发展银行按照“以客户为中心,以市场为导向”的原则,建立公司、个人、同业三大客户营销体系,全方位开拓市场,制定了全行统一的客户服务标准,采用了先进的电子化服务手段,建立了专业化的客户经理队伍,为客户提供丰富的金融产品和个性化的金融服务。
细分市场、细分客户,根据客户具体情况制定不同的金融服务方案,最大限度地满足客户的各种服务需求。
鑫拓发展银行拥有“鑫拓金字塔卡”等为代表的一批品牌产品,在市场上享有盛誉,市场份额在业内名列前茅。
董事长致辞
2006年12月,中国金融业的全面开放,外资银行的逐渐进入,中资银行面临着严峻的挑战。
外资银行的优质、个性化的服务,先进的管理经验,雄厚的资本,将会赢得巨大的市场。
同时,也会对中国金融业产生巨大的影响,中资银行可以学习外资银行先进的管理经验,对资产的严格管理,对风险的有效控制,增加我们的竞争力。
我们不仅面临着外资银行的巨大挑战,也要应付中资银行的激励竞争。
鑫拓发展银行决定导入CI,重塑本行的形象,决定以崭新的姿态迎接挑战,吸引消费者的广泛关注。
鑫拓发展银行想通过企业形象识别系统的建立,迈出鑫拓发展银行文化建设
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