Study On The Marketing Channel Strategy Of Retail Banking Business Of Industrial And Commercial Bank Of China, Jilin (Branch)

With the financial globalization and the rapid development of electronic commerce, foreign capital bank's overall entering, domestic commercial Banks are listed, the competition of the banking reform already explosive. In the developed countries and regions of the commercial Banks, retail banking revenues constitute an important source of income bank. Along with the economical development, retail business will also become the main domestic commercial bank profits growth. Because retail banking involves people's life, consumption, investment and aspects, and securities, insurance, funds more financial market has the very strong business innovation and complement, cross the room is spacious. And retail banking business to have service objects scattered, single transaction amount limited , business size characteristics. Meanwhile, marketing channel is the carrier of retail banking market marketing, but also the core competitiveness of retail banking. Therefore, in domestic commercial Banks in the strategic transformation of reform and development, the importance of retail banking, retail banking business growing marketing channel strategy (management and development) become financial industry at present the most dynamic and the most potential one of the field.The actual operation from Jilin Icbc situation, stock reform in 2006 after stripping non-performing assets, Jilin province to regain the partnership for the future vitality and vigor, stable operation and sustainable development has laid a foundation, created conditions. In recent years, Jilin Icbc attaches great importance to the construction of the channel competitiveness, just continue to channel, and integrate, optimization in many aspects to have significant progress, but along with the service development, some problems and contradictions also exposed by empirical analysis, the author concluded Icbc retail banking Jilin province marketing channels exist in the following five problems: outlets stratified implementation difficulties, outlets channels collaborative operation has not been formed, self-help bank and online banking channel shunt customers have not yet been fully play, customer role the quantity and quality of the manager had be notted satisfy business development of urgent need, outlets employees lack enthusiasm and initiative.Based on the analysis of Jilin Icbc development retail banking internal and external environment of the basis of Jilin province, find out the development of Icbc retail banking business opportunities and threats, advantage and disadvantage. This study suggests that the country's economic and government treats retail banking business and its marketing channels for support, the development of personal disposable income for retail banking business improvement and highly publicized, technology of booming development, etc are to be retail banking for the direction of Jilin province, the development of Icbc retail banking laid a good foundation; And Jilin Icbc fundstrength abundant, brand strong, customer resources are rich, business variety complete, system and hardware or software cash to wait superiority.Based on the above analysis, this paper argues that Jilin Icbc should take positive development retail banking business marketing channel strategy, and in the light of retail banking marketing channel four kind of puts forward concrete Suggestions: according to how books and bank site, will further landscaping, lighting, strengthen the bank branch bank site service and improving service quality and strengthen dot employees, realize customer psychological management "take the customer as the center, aggrandizement outlets for self-help channels of risk control; and to increase the self-service banking terminal, the overall planning self-help bank layout to electronic channels; financial business, will into non-traditional electronic channel, vigorously exploit the wireless network applications; based on customer manager, to speed up the customer manager team building and constructing" customer manager + product manager "marketing system integration and security; in view of the channel, to absorb foreign bank experience, grasp opportunities in channel creation, timely channel brand marketing, and constructs the harmonious enterprise culture.