The Research Of Marketing Channel Strategy On Pingan Bank

In the current macroeconomic environment, the retail business makes more and more contributions to banking revenue,and becomes effective hedge for the emerging business of commercial bank risk. Retail business, with its low capital consumption, large scale, wide development space, and many other advantages attract the attention of many banks.The marketing channel of bank is the path which realizes the bank products or services to consumers from the commercial banks. In addition to the basic function of selling product and services, the marketing channels of bank also introduce new products to potential consumers, feedback market information for the marketing department and advertising agencies, and enhance effect of marketing strategy, and many other functions. Therefore, the marketing channel is particularly important for the development of bank retail business, and the building of scientific and mature channel system.This article integrates and refines related theory to the retail business of commercial bank marketing channel with literature method, studies the development of bank retail business and channel at home and abroad, lists some representative bank retail business, and then makes a depth analysis of the status of China’s bank retail business as well as the opportunities and challenges they are faced. Carrying an investigation of the marketing channel Ping an Bank retail business by the method of actual survey,With enumeration method lists the present situation and deficiencies of outlets, self-service banking, telephone banking and online banking in Ping an Bank’s retail business channel construction. The papers uses the market marketing, customer relationship management related theory, combine with the actual conditions of Ping an Bank retail business, carries a key research on Ping an Bank retail business strategies, and put forward the strategy of the implementation of the safeguard measures. This research has a certain reference value for the construction marketing channel of retail business in Ping an Bank.