试论美国富国银行的小企业银行业务(ppt 22页)

试论美国富国银行的小企业银行业务内容提要：
美国富国银行简介 About Wells Fargo：
成立于1852年 Founded 1852
美国第五大银行，资产达5000亿美元  5th Largest Bank in the U.S. with $ 500 Billion in assets
是获穆迪AAA评级的两家美国银行之一  One of 2 AAA rated U.S. banks by Moody’s
主要在西部和中西部的23个州开展业务  Bank operates primarily in 23 Western and Midwestern states
战略重点为针对客户实施交叉销售  Strategic focus on customer cross-sell
过去20年，年复合股东回报率达23%——而标普500指数为13%   20 year compound stockholder annual return of 23 %  -- versus the S&P 500 of 13%.
测试和产品创新 Testing and Product Innovation：
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?

 

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