The Strategy Research On Optimization Of Domestic Commercial Bank Channel In The Bank 3.O Era

In recent years, with the rapid development of information and communication technology which focuses on mobile internet, APP and big data intelligent technology etc., the economic operation way and business model have been changed. It promotes the change of customers'behavior and has tremendous impact on traditional bank industry. The bank industry gradually comes into the age of "Internet+APP" Bank 3.0 from the age of Bank 1.0 entirely relied on counter channels and the age of Bank 2.0 when electronic banking was rapidly develop. When facing clients who prefer change and fast-emerging internet finance in the new era, Channel is of essential importance for the commercial bank to be the tangible passage and path which makes the financial products and service of commercial bank successfully satisfy it's clients. Each commercial bank will all base on channel optimization to support business transformation development and make it as the primary problem of sustainable development strategy. Commercial bank channel optimization has momentous realistic significance in seizing clients entrance and making headway in a new round of competition.Firstly, this thesis reviews relevant literature of 4Cs theory, The Long Tile and commercial bank channel in detail. Secondly, it analyzes the current situation of domain commercial bank channel construction and problems at great length. Moreover, it combines the characteristic of Bank 3.0 era to analyze the motivation and principle of commercial bank channel, puts forward the 4Cs-long tail theory and builds the Bank 3.0 channel optimization model of commercial Banks based on the 4Cs-long tail theory. It analyzes and elaborates the commercial bank channel optimization strategy from the aspects of "client", "cost", "convenience", "communication". Ultimately, it puts forward some specific solutions for Jiangsu branch of Bank C channel optimization with a case study of Jiangsu branch of Bank C channel construction. Thesis research is worthy of recommendation for the study of domestic commercial bank channel optimization.Thesis research shows that:(1)Customers participate in the financial behavior changed significantly in Bank 3.0 era, and commercial Bank channel optimization is imperative. (2)The customer is the key factor in channel optimization strategy, channel optimization of commercial bank should take the customer as the center, combined with the feature of mobile Internet and rapid development. (3)Around the "customer", "cost", "convenience" and "communication", the commercial bank may push branch network classification and layout, the priority to the development of mobile channels, improve self-help channel wisdom level, implementing channel differential pricing and preferential policies, the whole information sharing, developing customer manager team and making full use of social media channels to interact with customers for channel optimization.