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Shinhan Bank's mission is to become Korea's foremost banking institution, creating and
delivering value to our clients and society.
We ard committed to providing superior banking services with a focus on financial
security, innovative practice, competitive products and services, and world-class competence.
To this end, we aim to upgrade our competitiveness and prepare a foundation for our
suceessful integration, based on the ACE Shinhan Principles:Advanced, Creative and
Excellent.
Key strategies include the following: |
| (1)Pursue new customer-oriented marketing for brand loyalty and customer intimacy |
| Core imperatives |
 Materialize specialized comprehensive banking services by customer segment |
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| Seek differentiated marketing and business strategies by customer |
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| Activate direct channel marketing |
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| Explore new business to meet change in customer needs |
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| Develop differentiated to meet change in customer needs |
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| Develop investment products |
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| (2)Establish an optimal darnings structure for corporate sustainability management |
| Core imperatives |
| Reinforce earnings bases and expand non-interest income |
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| Secure a structure to confront management risk in emergency |
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| Constitute optimal portfolios for balanced funding and funds operations |
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| Strengthen infrastructure to maximize synergy earnings |
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| (3)Revamp foundations for global comepetition |
| Core imperatives |
| Improve brand value to lead the domestic banking industry in the initial stage |
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| Continue to create customer-oriented systems and processes |
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| Expand a system to create, accumulate, utilize and share intellectual properties |
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| Build a dynamic organizational culture with vitality through advanced personnel management |
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| Construct a base for a global network |
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| (4)Prepare a foothold for successful integration(with Chohung Bank) |
| Core imperatives |
| Settle "One Bank" prior to the start of an integration committee |
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| Maximize joint management synergies under the "Dual Bank" structure |
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| Prepare a foothold for successful execution of the "New Bank" |
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| 7B Management philosophies |
 Bank for the National Wealth (A bank to serve the nation) |
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| Bank of Retail (A bank for the public) |
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| Bank of Community (A bank to help one another) |
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| Bank of Disclosure (A trustworthy bank) |
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| Bank of Effectiveness (The most convenient bank) |
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| Bank of World-wide (A global bank) |
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| Bank of New Age (A bank for new generations) |
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