Research On Marketing Channel Conflict And Countermeasures Of Harbin Branch Of J Bank

The situation of domestic and foreign economic market changes with each passing day,which has a great influence on the development of the financial market,and also makes the business environment of our commercial banking industry more and more complex.In order to adapt to the rapidly changing financial market,China's commercial banks continue to deepen reform,restructuring,and explore innovative ways.The expansion of various financial services is an important way for commercial banks to obtain profits,which makes marketing activities become the most effective weapon for all commercial banks in China to deal with fierce market competition.Successful marketing strategy plays an important role in improving market share,enhancing bank reputation and strengthening bank credit.Therefore,how to improve the marketing effect is the key to manage commercial banks.Marketing channel is the concrete way to complete marketing activities,and the conflict between marketing channels will greatly reduce the marketing efficiency of commercial banks.This article takes J bank Harbin branch behavior research object,analyzes its channel conflict reason,then proposes the corresponding countermeasure,the research work carried out includes:First of all,the definition of related concepts,including marketing,marketing channel,channel conflict;the marketing channel conflict are classified according to the different aspects of the channel conflict,divided into potential channel conflict,channel conflict,channel conflict and perceived dominance;according to the conflict degree,divided into weak channel conflict,high strength medium channel conflict,channel conflict;according to the relationship between the level of each channel is divided into different levels of vertical channel conflict,channel conflict,composite channel conflict;analyzing the causes of channel conflict,including the factor of interest and non interest factors and other factors.Secondly,the status quo of Harbin branch of J bank is discussed,and then analyzes the three main marketing channels: various business outlets countermarketing,ATM machine,electronic self-help marketing channel network marketing;the overall analysis of the status of the marketing channel of J bank Harbin branch,Harbin branch of J bank marketing analysis opportunities and challenges,analysis of the J bank Harbin branch marketing channel advantages and disadvantages;analyzes the reasons of J bank Harbin branch marketing channel conflict level include: business outlets,unreasonable allocation of density of some financial products,there exists the homogeneity phenomenon of direct conflict of interest in the channel;analyzes the reasons,the J bank Harbin branch the vertical marketing channel conflict including financial products,marketing object boundary is not clear the level of aliasing and management right Limit unknown.Finally,aiming at some problems of J bank Harbin branch of the marketing channel,put forward a "thaw-a" marketing strategy ";the overall design-financial innovation" marketing strategy is given,will be divided into the overall scheme of marketing of Harbin branch of J bank for decentralized marketing,financial three aspects marketing,marketing innovation;marketing strategy in decentralized,put forward the rational allocation of marketing marketing outlets,reasonable product refinement,object segmentation,reasonable marketing marketing personnel responsibilities four suggestions;in the integration of marketing strategy,put forward the range of financial products,financial products coordinated flexible pricing,marketing channel coordination with the marketing team four points;in the marketing strategy innovation,put forward the marketing idea innovation,the innovation of marketing,innovation of marketing channel three suggestions.