Research On The Construction Of ABC Bank Marketing Channel

Commercial bank’s marketing channel construction to a certain extent, affect the results of the bank marketing activities, the commercial banks to operate well or not play a decisive role. In recent years, along with the economic and financial globalization process accelerate science and technology innovation, commercial banks marketing channels also appeared in the phenomenon of flowers contend in.Telephone banking, online banking, mobile banking and other electronic channels with convenient and efficient characteristics greatly meet the diversified financial services demand trend, electronic channels from the original auxiliary channels and jumped into the commercial banks to carry out marketing, the main channel for the trading business and business outlets also from the original simple transaction channel role to the system of marketing role change, efforts to provide differentiated services.At present, the commercial banks become more and more aware of the marketing function of the channel, and the management mode of the channel is also in a kind of tide of reform.Firstly, this paper introduces the the research background, the research goal and the significance, introduced the domestic and foreign research situation of bank marketing channel; then introduces the concept, characteristics and basic theories of marketing channels in commercial banks; secondly, on ABC bank channels are analyzed, pointed out the deficiency of ABC bank channel construction, advantages of using SWOT model analysis of the channel construction of ABC bank, weaknesses,opportunities and challenges were assessed; on the basis of ABC bank channel construction strategy were comprehensive analysis, finally puts forward the ABC bank business marketing channel innovation direction.