ZY Bank Online And Offline Channel Integration Development Strategy Research

In the new normal economic environment,under the influence of the factors such as economic growth slows,financial system reform,narrow spreads continued,bank business development began to change,the retail business importance to highlight gradually,the retail business as a future profit growth pole,has become a battleground,the bank for the Banks to raise retail customer service quality,customer demand as the center.As the progress of big data,Qr code recognition,Artificial intelligence,especially mobile Internet reshaping of people trading behavior and way of life,the Internet financial brought strong impact on traditional commercial bank branch management,domestic and foreign Banks,through the adoption of new technology,new mode methods such as transformation of the retail channel,in order to enhance service capacity and market competitiveness,online channel integration development become one of the important exploration direction.This paper analyzes ZY bank's goal of embracing fintech,digital transformation,intensive development,ecosphere construction and agile bank construction,focus on physical outlets,online Banks,mobile Banks channel construction and channel integration,based on O2 O theory,marketing management theory and strategic management theory,combined with the development status of ZY bank's online and offline channels,found problems and difficulties in ZY bank's online and offline channels in customer experience,service capability,resource allocation,demand mining and other aspects.Through SWOT analysis on the integrated development of ZY bank's online and offline channels,the author puts forward the channel integration strategy of comprehensively coordinating channel development and enhancing the synergy between online and offline channels.Finally,through the analysis of customer demand of online and offline channel integration,this paper proposes the implementation measures such as intelligent transformation of offline outlets,Target customers,integration of online and offline customer service experience,improvement of customer ecosystem construction,etc.,so as to ensure the realizability and operability of countermeasures.It is hoped that the research in this paper can achieve the goal of enhancing the value creation,synergistic integration and diversified innovation of the network channel,and promote and support ZY bank to achieve the goal of improving the network channel efficiency and realizing the value.This has certain reference and reference significance to the channel strategy of commercial Banks.