生成这个案例的教学课程---**Extraction Content:**
**Header:**
中国平安 PING AN
专业・价值
榜样的力量
橙业贷精准营销 做强中收益产品
**Sharer Introduction (分享人介绍):**
Name: 段丽丽
Title: 北京分行自营业务四部个贷经理 (Beijing Branch, Proprietary Business Department Four, Individual Loan Manager)
Work Experience:
* 2015年9月-2017年8月: 平安银行北京分行 客户经理助理 (Ping An Bank Beijing Branch, Assistant Relationship Manager)
* 2019年9月-2025年2月: 平安银行北京分行 个贷客户经理助理 (Ping An Bank Beijing Branch, Assistant Individual Loan Manager)
* 2025年3月-至今: 平安银行北京分行 自营业务个贷经理 (Ping An Bank Beijing Branch, Proprietary Business Individual Loan Manager)
**Visual Description (Sharer Introduction):**
* Section title "分享人介绍" in a yellow box with a people icon.
* Photo of a woman (段丽丽) wearing a white shirt, smiling, placed on the right side.
**Performance Highlights (业绩表现):**
中收益产品 (Medium Yield Products):
2025年5月发放 (Issued in May 2025)
436万 (4.36 million)
分行自营排名第二 (Branch Proprietary Business ranked second)
橙业贷 (Orange Business Loan):
首笔橙业贷 (Tax金方案) 放款 (First Orange Business Loan (Tax Solution) Disbursement)
200万元 (2 million yuan)
**Visual Description (Performance Highlights):**
* Section title "业绩表现" in a yellow box with an icon of a golden animal (possibly a bull or lion) on coins/treasure.
* Two columns: "中收益产品" and "橙业贷".
* Each column has a golden trophy icon above the text.
**Case Background (案例背景):**
为贯彻总、分行发展战略,开辟新的营收增长点,做大、做强中收益产品,总行于2025年4月24日正式上线“橙业贷(税金方案)”产品。
分行高度重视新产品上线,迅速启动配套支持举措:
* 一方面,第一时间为符合资质要求的客户经理开通业务操作权限,确保营销链路畅通;
* 另一方面,通过组织专项产品培训,系统讲解“橙业贷”产品政策、风控要点与营销亮点;
* 同时,依托大数据分析技术,深入拆解目标客群画像,从企业经营规模、信用评级、融资需求特征等维度精准分类,助力客户经理锁定优质客户,实现精准营销触达,全力推动“橙业贷(税金方案)”业务规模与收益双提升。
**Visual Description (Case Background):**
* Section title "案例背景" in a yellow box with a graphic showing a chart going up and arrows/lines.
**Key Challenges and Countermeasures (关键挑战和应对举措):**
**新产品 (New Product):**
> 个人挑战: 新产品没有经验可借鉴 (Personal Challenge: No experience with the new product to draw upon)
> 解决举措: 通过总行、分行的产品知识培训,行内网站查询学习相关政策,向领导同事咨询业务规则,迅速掌握产品相关知识,精准定位客户画像。 (Solution: Learn relevant product knowledge through Head Office and branch training, internal website queries, and consulting with leaders and colleagues on business rules, quickly grasp product knowledge, and accurately position the customer profile.)
**新思路 (New Thinking):**
> 个人挑战: 转变思路,提升自营获客占比 (Personal Challenge: Change thinking, increase the proportion of proprietary customer acquisition)
> 解决举措: 充分挖掘存量客户,寻找优质目标客群,通过MGM客户转介绍,精准获客。 (Solution: Fully explore existing customers, find high-quality target customer groups, and acquire customers accurately through MGM customer referrals.)
**新流程 (New Process):**
> 个人挑战: 从进件到放款的操作流程不熟悉,容易造成退补影响时效 (Personal Challenge: Unfamiliar with the operation process from application submission to disbursement, easily affects timeliness due to returns/supplements)
> 解决举措: 及时向总行、分行相关产品经理、风险经理请教,提前预判可能存在的退补方案,及时解决问题,保障业务顺利落地。业务放款后,对业务进行复盘,形成个人操作指南。 (Solution: Promptly consult with relevant product managers and risk managers at the Head Office and branch, anticipate possible return/supplement solutions in advance, resolve issues in a timely manner, and ensure smooth business implementation. After business disbursement, review the process to form a personal operation guide.)
**Visual Description (Key Challenges and Countermeasures):**
* Section title "关键挑战和应对举措" in a yellow box with an icon of a target board with arrows hitting it.
* Three sub-sections, each with a distinct icon:
* "新产品": Icon of a gear/cogwheel with an arrow pointing up in the center.
* "新思路": Icon of two overlapping hearts.
* "新流程": Icon of a chat bubble/document with lines inside.
**Case Process (案例经过):**
• 找到痛点,打通业务障碍 • (Find the pain point, clear business obstacles)
客户有100-200万资金需求,用于企业流动资金储备。该客户已被他行客户经理营销,双方初步达成合作意向。因我行产品利率不占优势,客户存在抵触心理。
面对上述情况,客户经理第一时间预约客户,主动上门服务,当面深入了解客户需求与痛点。得知客户因股东出差在外,无法签约他行产品后,迅速利用我行橙业贷(税金方案)个人版的办理优势开展营销。
• 强优势 (Leverage Strengths)
向客户详细介绍橙业贷(税金方案)个人版“先息后本、循环使用、随借随还、提前还款无违约金”等特点,尽管其利率不占优势,但是凭借放款高效、手续简便、用款灵活的特点打动了客户。
• 重服务 (Heavy Service)
最终,客户经理凭借专业的服务态度与敬业精神获得客户认可,通过高效沟通与快速放款的时效性赢得客户信任。
**Visual Description (Case Process):**
* Section title "案例经过" in a yellow box with an icon of a target board with three arrows hitting it.
* Three sub-sections with icons:
* "找痛点": Icon of a magnifying glass over a location pin.
* "强优势": Icon of a hexagon with a Yuan/coin symbol inside.
* "重服务": Icon of a hexagon with a smiley face inside.
* Each sub-section has a bullet point title and descriptive text below.
**Case Summary (案例小结):**
探索自营获客新模式,需时刻秉承“以客户为中心”的理念,深度挖掘并充分运用我行产品优势,主动洞察客户需求与痛点。将优质服务贯穿展业全程,以“找痛点 - 精准定位客户难题、强优势 - 突出产品差异价值、重服务 - 全流程优质体验”的营销思路,为客户定制全方位金融服务方案,助力业务突破与客户价值共赢。
**Visual Description (Case Summary):**
* Section title "案例小结" in a yellow box with an icon of two chat bubbles.
* A paragraph of text below the title.
**Footer:**
2025年7月10日
总行零售转型升级项目组
北京分行