鑫拓发展银行CI策划书.doc

鑫拓发展银行 CI 设计手册公司地址：中国 —江西—南昌 联系：0791—3899999 公司网址：WWW.XINTUO.COM目 录前 言银行简介··················································01董事长致辞················································02CI导入背景················································03CI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································· 鑫拓发展银行 CI 设计手册公司地址：中国 —江西—南昌 联系：0791—3899999 公司网址：WWW.XINTUO.COM·············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 鑫拓发展银行 CI 设计手册公司地址：中国 —江西—南昌 联系：0791—3899999 公司网址：WWW.XINTUO.COM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····························· 鑫拓发展银行 CI 设计手册公司地址：中国 —江西—南昌 联系：0791—3899999 公司网址：WWW.XINTUO.COM·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 鑫拓发展银行 CI 设计手册公司地址：中国 —江西—南昌 联系：0791—3899999 公司网址：WWW.XINTUO.COM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····························· 鑫拓发展银行 CI 设计手册公司地址：中国 —江西—南昌 联系：0791—3899999 公司网址：WWW.XINTUO.COM···················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 CI 设计手册公司地址：中国 —江西—南昌 联系：0791—3899999 公司网址：WWW.XINTUO.COM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 鑫拓发展银行 CI 设计手册公司地址：中国 —江西—南昌 联系：0791—3899999 公司网址：WWW.XINTUO.COM310.03亿元、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。