Research On The Marketing Channel Strategy Of Retail Banking In Bank Of China Heilongjiang Branch

At present,the domestic banking industry is affected by interest rate liberalization,financial disintermediation,and private banking license release,so banking competition has intensified further,and the commercial banks have started a strategic focus on retail banking.The retail banking business of commercial banks relates to residents' livelihood,consumption,investment,financing and other aspects,with wide audience and great difference of customers' demand.The bank's marketing channel is the necessary path for bank products or service to reach consumers from commercial banks.Therefore the marketing channel is the effective carrier and core competitiveness of the retail banking business to expand and maintain customers,and enhance the competitiveness of business.To build mature channel systems to meet customers' demand is particularly important.With the rapid rise of Internet banking and electronic commerce,customer business practices have changed greatly and request for the bank has become increasingly higher.The main channel function of the bank outlets is gradually weakening.Self-service channels and electronic channels have begun to be widely accepted and applied.Under this background,the commercial banks have increased the channel construction,by speeding up the network transformation,the delivery of self-service equipment,and the development of electronic banking to achieve diversified marketing channels,and to meet the needs of different customers and improve customers' satisfaction,thus enhancing competitiveness.According to present development situations of the retail business marketing channel of Bank of China,Heilongjiang Sub-branch,through the analysis of macro environment,competitive environment and SWOT,and from the four aspects of the business outlets,s elf-service channels,electronic channels and channel integration,this paper formulates the retail business marketing channel strategy and safeguard measures of Bank of China,Heilongjiang Sub-branch.I hope this paper can provide the solution s and methods for problems existing in marketing channel development of Bank of China,Heilongjiang Sub-branch,and also hope to provide reference and help for the channel construction of large commercial bank branch es in China.