Study On Management Strategy Of Banks Channel In View Of Cost-Benefit Analysis

The channels are platforms and carriers of commercial bank providing financial services and products. In order to meet the increasingly fierce industry competition and diversified customer needs, channel management has been become the important means of commercial banks to enhance the financial services capabilities and enhance the market competitiveness This article sets channel management as a research project, aims at creating channel cost-benefit model as usability framework of channel management, and finds driving factors that additional channels revenues and reduce channel costs, which come up with effective channel management strategy.Through a large number of theoretical research, a cost-based banking is built channel model, which detailed banking channels operating cost method, proposed channels for cost-benefit formula and an illustrative example. Then the article builds channel cost-benefit model from the perspective of banks and customers, and analysises of a commercial bank of Xi'an customer transactions data by customer segmentation example. The results are as follows:1) Building channels cost-benefit model based on banks. By means of activity-based costing, accounting channels'costs and benefits, and using of research to the internal data to calculate cost-benefit ratio of all channels. The result shows that:Xi'an, a commercial bank's three channels——Internet banking, counters, ATM have profit, while the bank's telephone banking and mobile phones cost-benefit ratio are less than one, no profits. In addition, calculating the bank's payment business channels to sort single transaction costs, in the following order from low to high:Internet Banking, ATM, mobile banking, telephone banking, counter.2) Building channels cost-benefit model based on banks and customers. From both banks and customers to consider, it proposes bank costs and customer demand as two key factors. By cluster analysis, breakdown channel customers demand. Based on the actual transaction data bank, this article re-defines the segmentation variables, in addition to demographic variables, but also joins the FM information, as well as the use of channels type, the use of various channels frequency and other related variables. Banks need to focus on two types of channels to customers needs at this stage, including transaction amount in the 100-1000 million times, the number of transactions in the 100-500 customer base, as well as the amount of 50 million per transaction, about 100 times the number of transactions in the customer base.