零售银行的渠道挑战与多渠道集成

Challenge to Retail Banks for Channels and Multichannels Integration

零售银行业务在银行业的地位日渐显要,在未来数年,改善零售银行业绩将成为银行业的首要任务。渠道既是零售银行市场营销的载体,也是零售银行的核心竞争力。零售银行要能有效地运用多渠道集成来管理多样化的渠道,才能使多渠道发挥市场功效。为此,本文提出了一个多渠道集成的模型作为零售银行多渠道集成的实用性框架,此模型由五步骤组成,即识别细分客户群的渠道需求,设计产品的市场覆盖组合,改进渠道对客户群的适应性,制定渠道的功能迁移策略及管理渠道的迁移。另外。

Retail banking business has become increasingly important to the banking industry. So in the years to come, it will be a top priority for the industry to improve the performance of retail banks. To them, channels are marketing vehicles and core competitiveness at the same time. In order to make muhichannels function well, retail banks should be able to manage diversified channels by effectively integrating muhichannels. To this purpose, a model integrating muhichannels is proposed here as a practical framework. This model is composed of five parts： identifying channel demand by segmented customer groups; designing combined market coverage of products; improving channel adaptability to customer groups; formulating the strategy for channel function transfer and management channel transfer. In addition, a case study is made of a regional branch in relation to its yearly remittance business to show the effect of this model in muhichannel integration.