鑫拓发展银行CI策划书.doc

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