我国商业银行客户服务渠道的整合策略  

Strategy for Integrating Customer Service Channels by Our Commercial Banks

作　　者：张成虎[1] 于洪玉[1] 

机构地区：[1]西安交通大学经济与金融学院

出　　处：《金融论坛》2005年第1期24-27,62,共5页Finance Forum

摘　　要：目前,我国商业银行服务渠道种类与发达国家已基本相同,但各种服务渠道之间缺乏互联互通和相互支持,使得多渠道发展反而成为业务发展和创新的障碍,据此,作者提出解决这一问题的根本途径就是进行“渠道整合”。我国商业银行进行渠道整合应达到的目标是通过“渠道最优化”实现银行和客户的双赢。为达到这一目标,作者还建设性地给出了进行渠道整合的策略,包括在技术层面上建立一个统一的客户服务平台,以及要重点解决渠道、业务与客户的对应和配合渠道整合的组织结构变革等问题。At present, our commercial banks basically possess the same service channels with their counterparts in developed countries. But there lacks inter-linkage and mutual-support among various channels. As a result, multi-channel development strategy has become a barrier to business development and innovation instead. According to the above analysis, a solution is provided, e.g. 'channel integration.' The purpose of such integration by our commercial banks is to achieve a win-win result through channel optimization between banks and customers. To this end, strategies are constructively suggested including establishing a unified customer service platform technique-wise, making channels and business correspond with customers and reforming the organization structure that coordinates with channel integration.

关 键 词：服务渠道 整合策略 银行客户 渠道整合 客户服务平台 组织结构变革 商业银行 发达国家 互联互通 业务发展 根本途径 技术层面 多渠道 最优化 建设性 作者 双赢 

分 类 号：F832.33[经济管理—金融学] F279.245