Consulting business - mascotasohana

Case Analysis

Small and medium commercial banks conduct consulting business thinking

Consulting business means commercial banks relying on themselves in information, talent , The advantages of credibility, collect and organize related information, and through the record and analysis of this information and banking and customer funds, forming the information and programs of the system to meet the services required by their business development.

Carrying the consultation is a small and medium-sized commercial bank (in our country generally refers to the needs of the stock commercial banks and urban commercial banks) survival and development. Currently, commercial bank profits are mainly derived from loan income and intermediate business. Due to the diversification of investment, deposit diversion, narrowing, loan revenue is less and less, and the deposit and loan business should not be used as the main business of small and medium commercial banks. With the continuous improvement of the income level of my country's residents, the gradual transformation of consumption, culture, the intermediary, and private business should become the future of SMEs. In addition, customers' needs are many aspects, and the daily banking of the company has changed quickly, and the daily banking business such as a single deposit and loan, and the customer's requirements for financial services have been a comprehensive demand. The consultation business embodies the social, systematic, high-tech and value-added characteristics of financial services, deepening the connotation of financial services. The expertise and skills owned by the consulting service personnel can be regarded as the core competitiveness of the bank, which will become the foundation of banking business innovation and the source of profit continued to grow.

1. Target market for consulting business

From the perspective, my country's commercial banks carry out consultation (financial advisers) business is still in its infancy, but competition It has become increasingly fierce. For risks and benefits, banks should have different expertise, and the so-called "feet is short, and" is a long ". For example, for the financing of large infrastructure projects, due to the particularity of financing methods, the complexity of operating means, large financial institutions can play a prominent role in such large project financing program. Therefore, how to occupy a place in a fierce market, for small and medium-sized commercial banks, the choice of target market is very important.

Currently, agency in providing consulting (financial advisers) services mainly include joint venture investment banks, domestic securities companies, trust investment companies, investment consulting companies, financial asset management companies, and commercial banks. The target customers of joint venture investment banks are mainly large-scale red-chop enterprises. The main attack business is also locked in the international capital market. It is generally not small business; the consulting company is more powerful in foreign companies, but its actual situation in China is still waiting for further Understand; domestic securities companies also serve as the financial advisor of the company, but only in the capital market, lack of understanding of the medium and long-term credit market, and it is difficult to develop a comprehensive financial service program.

Consulting business

Compared to other institutions, the advantages of commercial banks to carry out consulting services are mainly reflected in the following aspects: (1) customer resources and information accumulated for long-term cooperation; (2) all over the country network; 3) Strong financial strength; (4) a trustworthy bank reputation, etc. Of course, there are also some disadvantages of commercial banks to carry out consulting business, such as the services that cannot be directly related to capital operations.

For small and medium-sized commercial banks, due to its own small scale, the financial strength is weak, it is unable to bear the capital needs of major projects and large enterprises as different from the four major state-owned banks or foreign banks and consult services related to related. Therefore, small and medium commercial banks should choose SMEs, individuals, private business households, and local residents as a target market for consulting services.

The management capabilities of my country's SMEs are very weak, especially financial management ability, and the standardization level of management is generally not high. With the development of SMEs, the management bottleneck is increasingly prominent. Once dredge or break through this bottleneck, the development of SMEs will have an amazing jump. Because of this, SMEs are very urgent in management consulting services. SMEs are difficult to afford product development and industry research institutes because they do not have large-scale economic conditions, and banks have certain advantages in this regard, especially in industry and macroeconomic research. SMEs' demand and trends in management consulting business are: In the short term, management consulting services are relatively concentrated in financial consultation, financing contradictions remains in considerable period of time that is the most prominent problem. Due to high operating costs, small enterprises will do everything possible to reduce costs, such as reasonable tax avoidance, loans, import equipment reduction tax. In a medium and long term, SMEs must pay more attention to improvement of self-management defects, such as: strategic objectives, business philosophy, misunderstandings; departmental positions, demobilization division, management, management, decision-making support Wait. At the same time, with the growth of the company, SMEs need to counsel mergers and acquisitions, listing, distribution bonds and even overseas investment finances.

Small and medium commercial bank business areas are concentrated, familiar with the situation in the region, can have more energy to understand SMEs. Through the interaction with SMEs, you can master "soft information" outside of credit requirements, you can provide financial services to them. Small and medium-sized commercial banks should make full use of limited business outlets in communities, based on communities, according to financial needs of enterprises and residents in communities, to provide all-round financial and consulting services around financial product functions.

II, the content of the consultation business

According to the relevant provisions of the People's Bank of China, consulting consultants include:

enterprise information Consultation, including project evaluation, credit certificate, corporate management consultation, etc.; asset management consultants, investment portfolios, investment analysis, risk control, etc., financial advisers, including large construction project financial advisers and enterprise mergers and acquisition consultants; cash management, to assist companies Scientifically manages cash account positions and deposit balances, improve capital liquidity and use benefits. The work that the financial advisor can do can either a comprehensive or in a certain aspect. Small and medium commercial banks can try and break through the following aspects.

project investment (integration). Can help companies conduct feasibility studies, design financing programs, and formulate financing, and contact other financial intermediaries or participate in financing. Financial adviser. For business daily financial management, you can find suitable investment projects for its idle funds, assist design fund risk control, integrated management program, and make adjustment suggestions to enterprises at any time according to changes in financial markets and corporate funds. The demand for family finances on professional investment consultation is rapidly increased. The consultants can also provide low-risk, low-cost, high-yield services for all walks of life with its rich expertise and advanced technical means. Strategic management consultant. It mainly includes the following: Analysis of corporate management and financial status, carry out business management and financial diagnosis, and proposes an improvement plan; analyzes the organization framework and business processes according to enterprise requirements; market, industrial and competitors The survey provides consulting for business management decisions. Consultation of national policies. In order to promote the development of SMEs, the governments at all levels of my country have introduced many preferential policies that support the development of SMEs, but many companies do not understand this. Third, the marketing of consulting business

At present, most of my country's small and medium-sized commercial banks use follow-up market positioning strategies. Market positioning and state-owned commercial banks are contrary, and they do not determine their own development direction according to their own expenditure. Small and medium commercial banks are limited to financial strength and regional characteristics, and the main service objects are SMEs. Small and medium-sized commercial banks should choose to be profitable, followed by a positioning strategy for supplemented. To achieve competitive advantage in a rapid change in market environment, we must analyze the advantages and disadvantages of this bank, combine the four aspects of geographic regions, customers, products and services, choose a best strategy that meets its actual situation. .

Considering the professionalism, complexity characteristics of the consulting business, banks should set up the consulting business product manager position, establish a customer manager to collect market demand, product manager provides professional services, jointly form the marketing system of the project team. Consulting services are a high intelligence, high-intensity complex mental labor, and a profession that is known as "company". This determines that the consulting service staff must have a deep theoretical knowledge and rich practical experience in financial, finance, taxation, law, management, etc., and have been well-known as a good special training to master the skilled consultation techniques. Small and medium-sized commercial banks should form and reserve a high-quality talent team with new business, trust, insurance, rental, financial, consultation, assessment and other new business, prepare for future intelligence management, realize expert management, expert management, expert treatment Row.

The development of small and medium commercial bank consulting services should also strengthen cooperation with external professional institutions. For example, establish a strategic cooperative relationship with professional intermediaries such as securities companies, venture capital companies, and discuss the specific ways of cooperation between the two sides in the investment banking field project information exchange, customer mutual recommendation, jointly serving as a financial advisory, personnel training, etc. If you don't have the ability to provide consulting services for some business, you can consider establishing a strategic alliance relationship with experienced and powerful management consulting companies, using them to work. In addition, small and medium-sized commercial banks should also strengthen links with non-bank financial institutions, industry associations, and government departments, understand the needs of the same industry and government policies, capture and meet customer needs. For example, using its close relationship between government departments help companies handle various preferential policies to achieve the purpose of expanding the consultation business market.

The core of consulting business marketing is to establish a good relationship with the consulting enterprise, and make the two sides profit in cooperation. Consulting business marketing not only emphasizes the establishment of good relationship with customers, but also emphasizes the maintenance of this good relationship. For example, in daily interactions, commercial banks can provide macroeconomics, financial credit, fiscal tax, marketing, etc. in small and medium-sized businesses, and improve corporate management level and innovation. Because the customer's demand for management is all-year-old, the better the customer's relationship, the more deeper the customer's understanding, the more you can get more opportunities and provide better consultation services.

four, a few questions should pay attention to

1. The integration of bank internal resources is the premise for consulting business. In order to provide customers with credit business, consulting services can extend the value chain of small and medium commercial bank financial services, increase the source of profits. Long-term tracking services to customers can also deepen, reduce the level of information asymmetry, and prevent the risk of credit business. Due to the difference in business marketing, risk management methods, business outlets, and customers in financial services, the consultation business needs to closely cooperate between credit, funds, risk management and even research and development. Only in this way can customers provide high quality consulting services. If the resources within the bank (including information resources, human resources, fund resources, etc.) have not been well integrated, can be said to be a waste.

2. High-quality talent team is the key to carry out consulting business. The consulting business is a knowledge-intensive business that requires people who engage in the business with a relatively complete knowledge structure, keen perspective, extraordinary thinking and certain business experience. Only the first-class research team can continue to improve the level of financial innovation and financial services, form a strong new product development capability, and improve the core competitiveness of the bank. The construction team's construction must pay attention to the continuous improvement of the quality of the team, but also pay attention to the structural team of the research team and the level of personnel. Small and medium-sized commercial banks can take specialists, high salary strategies, attract high learning ability, experience and quality excellent.

3. Effective incentive system is the fundamental of consulting business. Only the design reasonable and efficient incentive mechanism can mobilize the enthusiasm of various sectoral cooperation, ensure the operability and effectiveness of the consulting results, and improve the level of consulting services. Operation efficiency can be improved by the interest mechanism. For example, when allocating the benefits of different departments after completing the same financial advisory program, it is difficult to rely on administrative orders, otherwise it is difficult to form a cooperative game.

4. Apply long-term vision to see the development of the consultation business. Although the direct benefits of the consultation business are not obvious, indirect benefits are considerable. For the whole bank's overall business marketing and considering the purpose of the big customers, the bank is providing financial advisory services while adopting methods that do not charge customers, just as a competing means to achieve competitive advantages compared to other rows. But some companies think that the consultation business is an additional service that banks should provide, and is reluctant to pay. Therefore, commercial banks carry out financial advisory business direct transfers less. However, the deposits and settlement services brought by the financial advisory business can make banks achieve greater indirect benefits.

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Case Analysis