The Operation Of "Public Benefits" Financial Service Plan Of Zhangjiakou Commercial Bank

With the gradual promotion of the concept of inclusive finance in China, the country’s financial policies tilted towards inclusive finance, more and more financial institutions will participate in the inclusive finance construction.As an important part of the financial system, in the sustainable business premise that can be achieved, the commercial banks are necessary to participate in building inclusive financial resources to enhance their customer and brand image."Public Benefits" Financial Services program is based on the concept of inclusive finance, providing a comprehensive range of financial services, including payment and settlement, credit, finance, etc,for the low-income persons by Zhangjiakou commercial bank.In the initial stage of product design and operation the target customers will be the low-income groups in Zhangjiakou area, specifically including urban low-income families and rural farmer groups.After an investigation I found that farmers’ demand for based financial services is large, and urban low-income persons have a greater demand in the high-end financial services. By the analysis of target customers through psychology, combined with the current banking services for low-income groups in the blank, it can come to that "Public benefits" Financial Service plan will be easier to be accepted by the target customers.Because low-income urban residents and farmers’ financial needs have some differences, so there will be two parts of the program to meet their needs respectively.The product has two income points;for the hidden benefits including the brand value and the direct benefits including lending rates.During the product design and operation the bank should pay attention to prevent internal and external risks to ensure the sustained and healthy operations of product, external risks include market risk, credit risk and legal risk, and internal risks include operational popularity and reputation risks faced by banks.The "Public benefit" Financial Service programs have certain advantages in the same competition, and at the technical level, the bank has the ability to design a range of financial services in line with the financial needs of low-income groups. And at the policy level, a variety of policies and institutions will support the bank to join inclusive finance construction.Finally, the article combined traditional 4P marketing concept and 4C marketing idea,and combined the position of the bank and customers to discuss the strategy plan of "Public Benefits" Financial Services.Before the product design the bank must investigate and understand the customer, providing services based on customer needs.At the same time, we should focus on product design and development to make that the product has a unique selling point.