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Study on the Marketing Channel Strategy of Retail Banking Business of Industrial and Commercial Bank of China, Jilin (Branch)

Author: WangFeng
Tutor: DuYuShen
School: Jilin University
Course: Business Administration
Keywords: ICBC Retail Banking Channel strategy
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 325
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Abstract

With financial globalization and the rapid development of e-commerce, the full access of foreign banks as well as domestic commercial banks have restructuring and listing, the competition in the banking sector has been heating up. Commercial banks in developed countries and regions, the retail banking revenues constitute an important source of bank income. With the economic development, the retail business will also become a major profit growth point of the domestic commercial banks. Involved in the lives of the residents, consumption, investment, and other aspects of retail banking, securities, insurance, funds and other financial market has a very strong cross-and complementary business innovation, space is very broad. Retail banking service objects dispersed, a limited amount of single business, large business, the implementation of the business requires a detailed plan to the channel strategy, marketing channels both retail bank marketing carrier, but also the retail bank's core competitiveness lies. Therefore, in the strategic transformation of the domestic commercial banks, the growing importance of retail banking, retail banking marketing channel strategy (Development and Management) is one of the areas of the financial sector is the most dynamic and the most development potential. From the actual operating situation of the Industrial and Commercial Bank of Jilin Province, after the non-performing assets of the joint-stock reform in 2006, the Industrial and Commercial Bank of Jilin Province to regain vigor and vitality, and laid the foundation for future sound operation and sustainable development, to create the conditions. In recent years, Jilin Province, ICBC attaches great importance to the construction of channels competitiveness, integrate channels, optimize, and achieved significant progress in many aspects. But with the development of the business, some of the problems and contradictions exposed Through empirical analysis of Jilin Province, ICBC retail banking marketing channels in the following five questions: the outlets hierarchical implementation difficult, not yet formed a the network channels synergistic run, self-service banking and online banking channel the shunt customer role yet to give full play to the quantity and quality of the client manager is not yet meet the urgent needs of the business development, network staff lack of enthusiasm and initiative. In this paper, SWOT analysis tools, Jilin Province the ICBC development retail banking within the external environment analysis, to identify the Jilin ICBC retail banking development opportunities and threats, strengths and weaknesses. The analysis shows that the macroeconomic growth, the government's support of the retail banking business and its channel development, personal disposable incomes and growing recognition of the retail banking business, technology is booming, are conducive to the development of retail banking for Jilin Province development has laid a good foundation; ICBC retail banking and the financial strength of Jilin ICBC strong brand influence, abundant customer resources, the full range of business, and improve the system hardware and software, is the superior resources to carry out the business of retail banking. Based on the above analysis, we think Jilin ICBC should actively develop the retail banking business in the marketing channel construction may take the following measures: (1) for the network channels, improved service facilities and layout, the to increase dominant service value, service value chain improvement customer contact management, the implementation of the waiting time and waiting for the psychological and try the double queuing management; (2) for the self-service channel to systematically promote self-help banks to increase the number of off-line self-service terminal; (3) for the electronic channels, to non-traditional financial business into the electronic channels, vigorously explore the application of wireless networks; (4) for the account manager channels to speed up the Account Manager team building, build account manager, product manager marketing system; (5) in the channel integration and protection, To learn from the experience of foreign banks, to grasp the business opportunities to channel innovation in a timely manner, to carry the channel brand marketing, and to build a harmonious enterprise culture.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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