Study On The Strategy Of Retail Business' Marketing Channel For Tian Shan Commercial Bank

With the domestic market and interest rate financial disinter-mediation speed up the process,the wholesale business of commercial banks for the creation of increasingly narrow profit margins,while the retail business by virtue of the large-volume,low-risk,business scope,operating income and capital consumption less stability and many other advantages,has become a new growth point of commercial bank profits,and how to develop retail banking is worth considering a real problem.As a marketing channel link commercial banks and bank customers channel,is the way financial services and products transferred from commercial banks to bank customers,in addition to selling products and services to complete basic functions,but also to promote its stakeholders to potential consumers of new banking products,many of the functions of marketing departments and advertising agencies feedback market information.Therefore,building science complete marketing channel system is the cornerstone of commercial banks and retail business as well as an important way to get a differentiated competitive advantage,but also the key to commercial banks to survive in the increasingly fierce competition in the market and customer needs and continuously improve the environment,and development of way out.In this study,first by defining clearly the connotation retail banking and marketing channels,systematic and comprehensive induction and classification of commercial bank marketing channels,the study found that of marketing channels including direct marketing channels,channels and indirect marketing channels,including direct marketing channel mainly physical outlets,indirect marketing channels,including self-service banking and e-banking,e-banking can be divided into online banking,mobile banking and telephone banking.In this study,the Tianshan Rural Commercial Bank as a case study,through marketing channels and retail business management situation Tianshan SRCB carding combined SWOT analysis,to extract the main problems of the Tianshan Rural Commercial Bank Retail Business marketing channels exist: First,marketing channels and financial products fit is not high,the second is marketing channels and services homogenization of the problem is serious,the three outlets is a physical channel function is not well played,four electronic banking channels function diversion effect is not obvious,Fifth fragmented marketing channels not formed integration advantages.For Tianshan Rural Commercial Bank retail business marketing channel development and construction process of the existing problems,combined with the product life cycle theory,basic theory 4C marketing theory,resource integration theory and new outlets idealistic,etc.,the study proposes the following coping strategies: a financial products financial product lifecycle channel strategy,combined with the continuous phase of the life cycle of financial products are proposed investment of channel strategy,growing channel strategy,channel strategy and maturity recession channel strategy;the second is the difference channel customer service strategy,respectively presented against ordinary customers and key customers the appropriate channel service strategy;third is physical marketing network transformation strategy,put forward specific and detailed optimization of the physical layout and design outlets outlets versatile pattern strategy;Fourth,the development of e-banking strategy,specific proposed enhanced electronic banking channels to enhance the security of electronic banking and brand strategy;Fifth,the marketing channel system integration strategy,targeting specific proposed the establishment of marketing channel integration management and a clear marketing channel optimization strategy.