Commercial Banks' Distribution Channels Construction Strategy Research

During recent years, with the influence of economic and financial globalization, liberalization and informing etc; the functions and effects of branches of all commercial banks are changing significantly. In this essay ,the writer tries to describe the directions of future commercial bank branches development, then, suggests some ideas for the improvement of competence of domestic commercial banks through the analysis of branches building practice and theory. The theory basis of the essay is Intergrated Marketing Communication based on 4c theory. Since a long time, branches are the most important distribution channels of commercial banks. As a result commercial banks should build distribution channels which provide product and service according to branches internal control, layout management, promotions and operation measurements. Multi-channels mainly include branch, ATM, call center, netbank, multimedia terminal, etc. Compared with channel construction overseas, there are several shortages in demestic banks,such as load unbanlance, products homogeneity serious, and so on. The motivations of branches revolution include: the teconology progress push banks'channels development, banks compete turn worsing, principle of management development, etc. The commercial bank's retail channels construction is aly long-term, there are MUTI-CHANNEL CONFORMITY strategy, channels brand strategy, electronics channels expansion strategy, electronics channels safety management strategy, and so on. the core of new branch building is MUTI-CHANNEL CONFORMITY strategy. According to customer relation building, consolidated service base building and boost the Customer Oriented service strategy, the goal of cost structure optimization, overall trading cost reduction, attracting and keeping high quality customers can be achieved. With comparing the business cost happened in different channel, we find the electronic way carries the best advantage in cost. So with the continues increase of adopting electronic way, the cost for bank business operation will decrease accordingly.