The Strategy Research On Channel Transformation Of Sichuan Branch Of A Commercial Bank

Due to the historical problems of branch network and self-help channel,development of online banking,channel integration and many others,there are shortages in customer base and asset size in A Commercial Bank,Sichuan province branch(hereinafter referred to as �Sichuan bank�).According to the development of internet and intelligent technology,more and more non-bank high-tech enterprises enter the banks' field.Sichuan bank faces the increasingly fierce competition and the shortages need to be handled through the channel transformation.Firstly,the thesis reviews relevant literature of theories of marketing mix,relationship marketing,2-8 and the long tail theory.Secondly,the article uses multiple methods,such as PEST analysis,Porter five model to analyze the present situation and the further direction of the channel of Sichuan bank thoroughly.Moreover,this paper gets two strategies.One is the coverage of the intelligent equipment in all physical network based on the background of the intelligent technology.The other is the rapid promotion of mobile banking based on the background of concept of taking customers as the center and the long tail theory.Finally,this paper proposes the safeguard measures: increasing the human resource of the network,changing the performance evaluation system of the network,strengthening data service,reducing the network with low efficiency and production and innovating risk management means,to increase the feasibility and operability of the strategy.This paper argues that as a traditional state-owned bank,Sichuan bank with a certain background in brand,talents,capital,technology and risk-control ability can adjust the distribution network,develop mobile phone bank deeply and accelerate intelligent counter channels to withstand the impact of internet and intelligent time and achieve sustainable development.