The Research Of Application Of Balanced Scorecard In Sitting Sales Of Commercial Banks

The domestic commercial banks are facing a new round of development.The personal business is more and more important. In recent years,“Everymember Sales” has become an important idea to obtain the individualcustomers that can expand and solidify the individual business. The sittingsales, which sets the core content as “the staff from business operationdepartment, not only should handle the settlement and provide related service,but also should carry out a comprehensive sales marketing of personalfinancial products”, definitely has been a new transformation of commercialbanks. As a policy maker and sometimes a consumer, I summed up in onesentence,”act double the results with half the efforts”. From my ownexperience and the aspects of management and customers. We may find somereason from the index, product and execution. However, the main problem isthat “new products, old craft”. The performance management code of thecommercial bank marketing, which using the financial indicator as the basis.We can see that the operations staff only sells for sitting sales, whichdecreases working efficiency as well as intensify the contradiction betweenbusiness department and marketing department. Finally, this situation impactthe overall individual business performance of the whole institution.In my opinion, to achieve this transformation, it is necessary to putforward or advance the performance management. In the implementation ofmanagement, there have to be a more suitable process management for sittingsales marketing, except for taking the strict financial index for assessment ofthe results. Through understanding the Balanced Score Card, I try to use acore strategy and four stereo views to achieve the performance management.