Research On Integration Of On-Line And Off-Line Channels In Subbranch A Of Agricultural Bank Of China

In recent years,with the rapid development of internet technology,the internet finance industry has continuously made breakthroughs in business and products.Internet financial products such as Internet lending and mobile payment have developed rapidly,and even broke the original pattern between traditional commercial banks.The role played by banks as financial intermediaries is further weakened.Under the temptation of products and services,the bank’s customers are gradually transferring some or even all of their funds to internet finance companies.In this case,Banks’ income and profits have been greatly eroded,and commercial banks are facing enormous challenges.In the face of huge challenges,the rapid development of Internet technology has also forced commercial banks to take the initiative to meet the challenges by using their own advantages to integrate into the new internet finance field to achieve rapid development under the background of internet finance.Therefore,commercial banks began to actively promote their own transformation and upgrading,including vigorously developing related businesses of their online channels,such as online banking,telephone banking,WeChat banking and mobile banking.Correspondingly,in recent years,the business volume of bank physical outlets has been declining year by year,and the decline is huge.Under the forced diversion of online channels,customers are gradually accustomed to the quickness of online business handling,and the physical outlets are separated.The phenomenon is getting worse and worse,the volume of customer to physical outlets is gradually decreasing.At the same time,there are lots of disadvantages of the commercial bank physical network itself,such as,the innovation of Internet technology is insufficient,the marketing awareness of employees is not strong,the marketing ability is not enough,the location layout of outlets is unreasonable,the functional partition of outlets is unorganized,the equipment of outlets is old,and their functions are lagging.All of the problems are quite prominent.Internet finance has brought huge impacts on commercial banking.The advantages of physical outlets are in jeopardy.Their main functions have also been weakened or replaced.Some people even predict that the physical outlets of commercial banks will disappear completely in the future.By collecting,sorting out and researching relevant theories and documents on the transformation and channel integration of commercial banks,and through the comprehensive case analysis of the transformation of domestic and international excellent banking and the integration of online and offline channels,this paper is to demonstrate the necessity andpractical significance of the existence of outlets,that is,the broader service coverage,deeper market and customer recognition,and more professional risk control capabilities make the existence and development of physical outlets have great practical significance.At the same time,it is also concluded that the development of online channels and offline channels of commercial banks has not formed a real synergy,and even in a state of mutual competition and mutual substitution.In order to improve this state,on the basis of the above research and the analysis on strategic adjustments of agricultural bank of china,as well as on the interviews and talks between different groups of employees in the branches and sub-branches,this paper discusses the specific countermeasures for the integration of online and offline channels of the A branch of the Agricultural Bank of China,and the conclusion is only by strengthening the integration of online and offline channels,and generating marketing synergy,can make the commercial banks performance better than ever,and can make them adapt to the development of the internet era in the fierce competition.