富国银行 小企业贷.pptx

美国富国银行的小企业银行业务中国天津 2007年6月20－21日Wells Fargo Small Business LendingTianjing, China June 20-21, 2007;美国富国银行简介 About Wells Fargo;小企业市场由富国银行旗下的两家专门机构负责 The Small Business Market is Served by Two Separate Organizations within Wells Fargo;富国银行“企业通”旗下的小企业贷款 Wells Fargo Business Direct Small Business Lending;美国小企业市场的情况 Some Facts About the Small Business Market in the U.S. ;大多数企业规模都很小 Most Businesses Are Truly Very Small Businesses;它们不是“初创公司” And They Are Not “Start-ups”…;Data Source: CRA, McKinsey Payments Practice, Tower Group.;Visa营业额在2004财年增长了32%，2005财年增长了34% Visa volume grew 32% in BY04 and 34% in BY05;富国银行的小企业贷款历史 History of Small Business Lending at Wells Fargo;“企业通”的开发：首先，将2000多万家企业进行细分 The Origins of Business Direct: First, We Segmented the 20+ Million Businesses;贷款流程的巨大变化使小企业贷款业务的盈利性大增 Dramatic Changes Made to Make Small Business Lending Highly Profitable ; 贷款发放和信贷评分 Underwriting Credit Scoring;持续测试、度量和学习是有效拓展小企业市场的关键 Constant testing, measuring, and learning is key to effective small business marketing. 客户来源清单 List sources 设计可提供的产品 Product offers 创新型直邮材料、电话销售应答稿 Direct mail creative, telesales scripts 渠道：分行、直接邮寄、电话营销、互联网、合伙关系 Channels: Branch, direct mail, telemarketing, internet, partnerships 要成功就必须对测试结果进行严肃分析－－需要吸引何种类型的客户？什么是奏效的方式？哪些是无用功？ Disciplined analysis of test results required to succeed - What kind of customers are we attracting? what’s working? what’s not working?;继续探索新途径，更好地为小企业服务 Continue to explore new ways to better serve small businesses. 问问“为什么不”－－大胆对当前行业和惯性思维提出质疑 Ask why not - challenge current industry and our past conventional thinking. 进行小规模试点，促进学习进程 Small experiments accelerate learning. 培养开拓才能，提倡主人翁意识－－在5年前就创建了独立的部门来负责???业务开发 Nurture entrepreneurial talent and encourage initiative ownership – established a separate group five years ago to manage new initiatives. ;;小企业记分卡的典型因子 Typical Elements of a Small Business Scorecard;对每个账户进行持续的风险评估，并采取必要措施以提高赢利性 Conducting on-going assessment of the risk of each account and taking n