Commercial Bank Online And Offline Channel Integration Research

With changes in macro economy and the development of the computer technology,network technology and big date technology,the internet finance is creating a huge threat to the traditional bank,especially being widely used in online channels and online goods instead of the payment intermediary function and the credit function of the traditional bank,which is rapidly eroding the customer resources and market of the traditional bank.To tackle the crisis,the traditional bank is starting an unprecedented business transformation which based on channel transformation,transforming traditional single physical offline channels to the mixture of online channels and offline channels.In this paper,using the fusion transformation of the online channels and offline channels of the GH bank as an example,bases on the case study,which summarizes the development process and current situation of the GH through research and interview.I analysis of the strategy,process,path and results of the online and offline channels integration,find that the GH bank taking the competitive strategies of advantage—chance in the process of the channel integration.The offline channels are being intensified,standardized,intelligent while being widely used in the modern technology like the computer technology,internet technology,etc.to enrich the products of the online channels and offline channels until developed a set of the channels and the products of the internet finance.This paper reveals the interaction of the online and offline channels.The results show that the relations of the online and offline channels are to promote and supply each other.The mixture of the online and offline channels is revealed in the fusion of information,business,products,service,etc.,which formed a staggered system in the bank channel system.Customers can choose and link in this system freely and enjoy the financial services and customer experiences,the bank can create more customer entry through the channel fusion,which enhanced the ability of gaining customer,reached a win-win situation of bank and customer.