Research On Channel Management Of China Construction Bank Shandong Branch Based On User Experience

With the rapid development of information technology and Internet banking,the traditional development model of banking industry is facing unprecedented challenges.The transformation,has become the choice of traditional commercial banks.The concept of "modern banking,channel is the King" is being recognized by more and more commercial banks.Therefore,how to construct the commercial bank channel and optimize the management strategy of the commercial bank becomes an important task for the commercial banks to meet the challenge of the development of the times and the internet.Traditional commercial banks in the past long channel operation process,the main goal is to focus on their own products,from the product design channel system is the main mode of traditional bank channel management.With concept of Inclusive Finance gradually sparks of fire,and the rapid development of customer service concept of the non bank financial institutions,the traditional banking channels are facing opportunities and challenges.The original "product centric" business philosophy has been difficult to adapt to the development of today's financial situation,at this stage,the traditional commercial banks also need to start from the user experience,to build the bank channel management system to the customer as the center.As the research object of this paper,the Shandong Construction Bank is the main content of this paper,which is based on the improvement of the channel management of Shandong branch.Combined with the status quo of Shandong CCB's channels,using the methods of literature research method,investigation method,SWOT analysis method and research tools,based on the user experience and the bank channel management theory,analysis the existing channel management of Shandong Construction Bank.On this basis,the current market in Shandong Construction Bank user group classification,determine the core target audience,through user interviews found that different users classification primary users with their needs and behavior patterns of common features,and refined elements of user experience and key factors affecting the user experience,and then put forward the improvement measures in Shandong Construction Bank channel management,including Shandong bank for the clear channel positioning,outstanding physical channels of integrated marketing platform,customer experience platform,customer communication consulting platform,the outstanding characteristics of electronic channels move,fast,personalized,prominent features of intelligent self-service equipment,to ensure that the Shandong Construction Bank financial services in which users need time and place,in the most appropriate form of channel;the establishment of Shandong Construction Bank full account management system,promote the business combination dynamic processing,realize the online and offline channel integration;the cultivation of professional quality of employees,to create the optimal combination of labor,inter agency efficient marketing platform,strong support;improve channel management mechanism,strengthen risk management capabilities,providing a powerful guarantee for the construction of channels.These measures are considering the core user needs of the target user group,based on the proposed to enhance the user experience,to provide ideas for the construction of the Shandong Construction Bank channel management research,take the customer as the center,enhance the competitiveness of the company.On the one hand,the innovation is to improve the domestic research on the user experience of the bank channel management;on the other hand,it gives the specific measures to improve the channel management of Shandong Construction Bank.