现代流通前沿问题(专题).docVIP

东北财经大学本科生论文形式课程考试 成绩评定单 　　　　论文题目 中国农业银行的多渠道零售集成化分析 　　　　学生姓名 赵可意 学　　号 2190710101 　　　　专　　业 工商管理实验班 年　　级 2010级 　　　　课程名称 现代流通前沿问题 课 程 号 　　　　论文成绩　　　　　　　　　　　　　　　 　　 中国农业银行的多渠道零售集成化分析 摘要 中国农业银行（ABC）是中国大型上市银行，中国五大银行之一。最初成立于1951年(辛卯年)，是新中国成立的第一家国有商业银行，也是中国金融体系的重要组成部分，其使命面向“三农” 服务城乡 回报股东 成就员工。零售银行业务在银行业的地位日渐显要，在未来数年，改善零售银行业绩将成为银行业的首要任务。渠道既是零售银行市场营梢的载体，也是零售银行的核心竞争力。零售银行要能有效地运用多渠道集成来管理多样化的渠道，才能使多渠道发挥市场功效。为此，本文提出了一个多渠道集成的模型作为零售银行多渠道集成的实用性框架，此模型由五步骤组成：即识别细分客户群的渠道需求、设计产品的市场覆盖、组合和改进渠道对客户群的适应性制定渠道的功能迁移策略及管理渠道的迁移。另外本文还以一个区域分行的年度汇款业务为案例展示了运用该模型进行多果道集成的成效。 关键词: 农业银行 银行零售 交易渠道 多渠道集成 渠道迁移 Abstract Agricultural Bank of China (ABC) is a large listing of Bank of China, one of Chinas five major banks. Originally founded in 1951 ( Xin Mao ) , is the new China established the first state-owned commercial banks, is also an important part of China s financial system , its mission for the San Nong return to shareholders achievement of urban and rural workers . Retail banking increasingly prominent position in the banking industry in the next few years to improve the performance of retail banks will become the primary task of the banking sector. Both channels operate retail banking market tip carrier, is the core competitiveness of retail banks. Retail banks should be able to effectively use multi-channel integration to manage a variety of channels , multi-channel play in order to make the market function. Therefore, this paper proposes a multi-channel integrated retail banking model as a practical framework for multi-channel integration , this model consists of five steps : the identification of customer segments demand channels , market coverage product design, portfolio and improved channels migration channels to develop functional channel migration strategy and management of the customer base adaptability. Another article also an annual remittance business f