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商业银行渠道交叉营销管理模式研究 被引量:7

A Study of Cross-Channel Marketing Management of Commercial Bank
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摘要 渠道交叉营销管理是西方国家银行业提升核心竞争力的主要手段。随着金融市场竞争的加剧,国内商业银行越来越重视渠道交叉营销。我国四大商业银行近几年对渠道交叉营销管理进行了初步探索,但仍然存在诸多制约因素。推行渠道交叉营销管理是一项复杂的系统工程,商业银行需坚持"以客户为中心"的基本原则,进一步整合渠道资源要素,对各分渠道进行系统再优化和功能再定位;在此基础上,构建渠道信息整合统一、流程设计协同配合、利益分成有效激励和管理模式不断创新的全新渠道管理体系,全面提升渠道整体营销效率和竞争合力。 Crnss-channel marketing management is a major method for banks in developed countries to enhance core competitiveness. With the intensifying competition in financial markets, domestic commercial banks give more and more attention to eross-channel marketing. In recent years, though China's four major commercial banks have calTied out preliminary explorations of cross-channel marketing management, there are still many constraints. It is a complicated systematic project to implement cross-channel marketing management. Commercial banks should adhere to the the basic principle of customer-oriented, integrate elements of channel resources, and implement systematic re-optimization and functional re-positioning of each subchannel. On this basis, banks can construct a new channel management system with unified channel information, coordinated process design, effective benefits incentive and innovative management pattern, so as to improve the efficiency and competitiveness of overall marketing channels.
出处 《金融论坛》 CSSCI 北大核心 2011年第6期61-67,共7页 Finance Forum
关键词 商业银行 渠道 交叉营销 效率 竞争力 cotnmercial bank channel cross-marketing efficiency competitiveness
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