中国工商银行韶关分行零售业务营销渠道分析.doc

中国工商银行韶关分行零售业务营销渠道分析 摘 要 随着金融全球化和电子商务的迅速发展、外资银行的全面进入以及国内商业银行纷纷改制上市，银行业的竞争已进入白热化。在当前发达国家和地区的商业银行，零售银行业务收入构成了银行收入的重要来源。随着经济发展，零售业务也将成为国内商业银行主要的利润增长点。因为零售银行业务涉及到居民的生活、消费、投资等方方面面，与证券、保险、基金等多个金融市场有着非常强的交叉性和互补性，业务创新的空间非常广阔。零售银行业务具有服务对象分散、单笔业务金额有限、业务规模庞大的特点，业务的执行需要精细策划的渠道策略，营销渠道既是零售银行市场营销的载体，也是零售银行的核心竞争力所在。因此，在国内商业银行的战略转型中，零售银行业务的重要性与日俱增，零售银行业务的营销渠道策略（拓展及管理）成为金融业目前最具活力和最具发展潜力的领域之一。 从广东省韶关工行的实际经营情况来看，在 2021 年股份制改革剥离不良资产之后，广东省韶关工商行重新获得了生机与活力，为今后稳健经营和可持续发展奠定了基础，创造了条件。近年来，广东省韶关工行高度重视渠道竞争力的建设，持续地对渠道进行整合、优化，并在诸多方面取得了显著进步。但随着业务的发展，一些问题和矛盾也暴露出来，笔者通过实证分析得出广东省韶关工行零售银行业务营销渠道存在以下五个问题：网点分层次实施困难、网点渠道协同运行尚未形成、自助银行和网上银行渠道分流客户作用尚未充分发挥、客户经理的数量和质量尚未满足业务发展的迫切需要、网点员工欠缺积极性和主动性。 关键词：工商银行；零售银行；渠道策略 Abstract With the rapid development of financial globalization and e-commerce, as well as foreign banks entered the domestic commercial banks have restructured market, banking competition is heating . In the commercial banks in developed countries and regions, the current retail banking income constitutes an important source of bank revenue. With economic development, retail business will also become a major domestic commercial bank profit growth . Because the retail banking business related to life of the residents , consumption, investment and other aspects, securities , insurance, fund and other financial market has a very strong cross and complementary business innovation space is very broad. Retail banking clients have scattered, limited amount of single business , large business scale features , executive business channel strategy requires meticulous planning , marketing channels both retail banking marketing support , retail banking is the core competitiveness lies. Thus, in the strategic transformation of the domestic commercial banks , the growing importance of retail banking , retail banking marketing channel strategy ( development and management ) become one of the most dynamic areas of the financial sector and the most development potential . The actual operation of Jilin Province from IC