我国社区银行发展路径探究——基于银行渠道营销的视角  

Research on Development Route of Community Banks in China——Based on the View of Bank Channel Marketing

作　　者：吴琳[1] 

机构地区：[1]福建师范大学协和学院管理学系,福州350117

出　　处：《长春大学学报》2016年第11期21-24,共4页Journal of Changchun University

基　　金：福建省教育厅B类社会科学研究项目(JB11384S)

摘　　要：近年来,社区银行这一新型银行渠道在我国经历了快速扩张阶段,但在银监会的规范监管、互联网金融大规模发力的背景下,社区银行进入了探索转型的时期。在论述我国社区银行的发展现状和美国富国银行、安快银行的渠道设置经验的基础上,认为物理网点具有独特的价值。同时指出,社区银行的发展绝不仅是渠道下沉,而应该充分发挥物理网点的特性,在体验营销、关系营销及多渠道协同方面探索出新的发展路径。In recent years,as a new bank channel,community banks have experienced a rapid development progress in China. But under the background of the strict regulation by China Banking Regulatory Commission（ CBRC） and massive development of internet financing,community banks enter a period of exploration and transformation. This article introduces domestic community banks＇ development situation as well as the experiences of American Wells Forgo Bank and Umpqua Bank on channel setting,considering that physical outlet has a unique value. At the same time,it points out that the development of community banks doesn＇t mean the sink of marketing channel only,and we should give full play of the usefulness and characteristics of physical outlets to explore a new development route on the aspects of experiential marketing,relationship marketing and multi-channel coordination.

关 键 词：社区银行 银行渠道 营销 

分 类 号：F830[经济管理—金融学]