Research On Marketing Channel Construction Of C Bank Guangxi Branch

Marketing channels of commercial banks include all the locations, ways and means to provide customers with financial products and services to achieve the transfer of value and exchange, which are the ties to interact with customers in money transfer, information exchange and value exchange, and to maintain customer relationships, identify client resources and create bank value. Therefore, in a sense, the marketing channel is a strategic resource of the commercial banks, who control channels mean to win customers and occupy the commanding heights of the competition. C Bank, Guangxi Branch is one of the big four state-owned commercial banks in the Guangxi region, whose strategic goal is to build the preferred bank of the regional market. At present, the marketing channel is one of the main bottleneck to enhance the core competitiveness of the constraints C Bank Guangxi Branch. C Bank Guangxi Branch marketing channel construction measures for commercial banks, scientific, marketing channel planning, layout and construction, improve the core competitiveness of marketing channels, there are certain practical significance.The purpose of this paper is to study the C Bank Guangxi Branch marketing channel construction countermeasures to solve the problems of the C Bank Guangxi Branch of the marketing channels to provide a reference. This paper describes the concept of marketing channels of commercial banks, including meaning, types, and characteristics of the4Cs marketing theory, resource integration theory, theory of financial innovation and technology to promote "commercial bank marketing channel construction theory analysis and evaluation provide a theoretical basis for the construction of below C Bank Guangxi Branch marketing channels countermeasures.Secondly, this paper describes the overview of the construction of Guangxi banking marketing channels, C Bank Guangxi Branch marketing channel construction status and achievements, the focus of the shortcomings of the current C Bank Guangxi Branch marketing channel construction may Bank Guangxi Branch of the C to the need to strengthen the marketing channel construction.Finally, according to the above analysis, combined with a commercial bank marketing channel construction theory, this paper presents the principles the C Bank Guangxi Branch should follow in strengthening the marketing channel construction and classification of construction from the channel, channel integration, channel innovation, channel cost management, channel risk management point of C Bank Guangxi Branch’s measures to strengthen the marketing channel construction.