Scjs Bank Marketing Channel Construction Strategy Study

The prosecution channels construction of commercial banks has the important function in the prosecution process of commercial banks, and it is relative to the benefit level of prosecution activity for commercial banks. In recent years, science and technology have made progress, and economy is more global and informational. These changes together with other factor influence the prosecution channel construction of commercial banks. The functions of this prosecution channel are also happening to change. In the past, the finance operation of China is primarily based on the service provided by the counter of bank. In the process that finance service is required to develop multiform styles, the finance operation is transiting to the tridimensional and across-the-board service channels (organization combined with net). In the past, the electrical channels (such as telephone bank, net bank, mobile telephone bank, etc.) are the accessorial function. Under the new service model, the electrical channels are becoming the important channels that the commercial banks operate prosecution and business. The business sub-banks have changed from bargaining function to prosecution function, and provided the diversiform service functions. At the present time, the commercial banks of China regard much more the prosecution function that the channels exert. The channels management model of modern commercial banks is happening to change hugely.First, the article describes the research background and introduces the category and characteristic of the commercial bank prosecution channels. The article describes the theory of the commercial bank prosecution channels construction. Secondly, the article summarizes the status of the prosecution channels construction for overseas and national commercial banks. For example Si Chuan Branch of CCB(SCCCB), according to SWOT theory, the article analyses the status of SCCCB, channels construction and especially the lack of SCCCB channels construction aspect. Afterward, according to the life cycle theory, 4C prosecution theory and source integration theory, the article gives the impersonality analysis for the problem of SCCCB channels construction, and clarifies the outline of channels construction. Upon this basis, aim at the lack of SCCCB channels construction, and provide the policy of channels construction. Finally, the article expects the new trend of the commercial banks channels construction, and provides the corresponding innovative act.The innovative points of this article are to aim at the different characteristic of channels, and provide the corresponding construction policy. The channels construction is combined with the product development. At the same time, the article provides the aim and step of channels innovation. The above content exist the definite reference signification for the other commercial banks.