Research On Innovation Of China's Commercial Banks' Service Cannels

As the competitive pressures given by foreign banks which will enter to China completely, and the objective requirements of financial service in this information age, our commercial banks are required to improve the innovation of service channel . This essay, basing on the financial innovation theory while combining with the writer's more than 10 years working experience in the area of banking electronic services, aims to research the development of innovative services on China's commercial banks.This paper analyzes different service channels and represented the situation of integration channels between domestic and foreign commercial banks .It focuses on the main issues existing on the service channel of domestic commercial banks as follows: the problems of constructing the banks' information platform, the out of equation in channel structural, the confliction between channel, the weakness of service channel's marketing function, the lack of orchestration and plan in building channel, which can not play the role of combination.On the process of innovation in service channel, China's commercial banks need to resolve three issues: the problem of matching the channels between demand and supply, the different tendency between customers and banks when using channels and the multi-channel bank management issues.To solve these issues, this essay presents the channel combination model by commercial bank and the linking model of service channel with innovation channel—channel integration. The models are united in six steps and one foundation: the breakdown on customer bases; analysis the group demands; designing market coverage products; locating the functions of different channels; improving the adaptability among customer bases; customers' migration and expanding between channels ;customers education ; management of innovate process; customer-focused banks integrated services platform. In accordance with the model, countermeasures of China's commercial banks' service channel innovation are researched and the results are analyzed.