| With the development of social economy and the large-scale entry of foreign banks, domestic commercial banks are facing unprecedented competition, at the same time business gradually realized the client itself is the asset of the enterprise, the enterprise management principle also changed from "product-centric" in the past to "customer-centric" in nowadays. It is very evident for customers of commercial banks. The customers of commercial banks, not only provide operating funds for the bank, but also provide profit for commercial bank. So it's very important to improve the relationship between banks and their customers. However, the bank and their customers communicate though several channels so multiple channel management is effective ways for banks to keep long-term stable relationship with their customers. Commercial banks need to consider customer interests when they pursuit benefit maximization. The interest of customers reflects the needs of customers in some degree, and customer demand was reflected in the channels they use. If commercial banks want to change the customer channels use behavior through the implementation of channel sales promotion strategy, and this kind of customer channels use of behavior change not only fit the commercial bank's strategic direction, but also meet the needs of customers, then we can achieve the goal of win-win. The aim of this paper is to explore how to change customer use channels though promotion strategy on the condition of customers established channel behavior in order to achieve the bank and customer win-win goal. Multiple channel management already was a real problem that commercial banks are facing. With the sharply increasing of China commercial bank retail business, a large number of low value customers occupying the high value customers channel resources, commercial banks need to make customers in the proper channels for the right business, not only to meet customer demand, but also makes the bank profit maximization, and ultimately achieve a win-win situation. Commercial bank managements could make better operate decisions through this study. With the progress of science and technology, banking channels construction and development is perfect with each passing day; win-win goal of multiple channel management strategy research for bank will bring huge returns.This article first deeply elaborated customer relationship management and customer lifetime value theory, then use NBD model and Gamma-Gamma model o described the customer channel choice behavior, using RFM model to define the customer channels using condition, using OMP model and DCRM model established the bank multiple channels management model; secondly, we make the empirical analysis combined with bank transaction data and practical investigation; finally, we given the commercial bank multiple channel management strategy and suggestion on the premise of reasonable evaluation of commercial bank existing multi-channel revenue and combined with customer channel selection preference. |
