Bank's Customer Relationship Marketing In Multi-Channel Environment

With the development of Information Technology and hardy competition between opponents, new electronic marketing channels are emerging in the field of finance service, like on-line bank, phone-call bank etc. These new channels gives the customers more choices when they want to get finance service, meanwhile, change the traditional operation methods and marketing conception of bank.This paper expounds the common types of banking channels, applied status and the interaction , then analysis the factors which affect customers' behavior and the motive of channel-choosing. The research shows that due to the particularity of banking, the customers think about many different things to make a choice compares to other industry. Based on the analysis of channels and customers' behavior, this paper brings forward many strategies to combine the channels with customer relationship marketing, putting emphasis on the electronic channels' effect.The research of this paper gives references to the banks, helping them effectively arrange channel resources and promote customer relationship marketing.