摘要
营销渠道是商业银行为客户提供金融产品和服务、实现价值转移和交换的各种场
所、方式和途径,是实现与客户资金交互、信息交互、价值交互的纽带,是维护客户关
系、发掘客户资源、创造银行价值的重要所在。因此,从某种意义上说,营销渠道是商
业银行的一种战略性资源,控制了渠道,就赢得了客户,占据了竞争的制高点。c银行
广西区分行是广西区域内的四大国有商业银行之一,其战略目标是打造区域市场首选银
行。当前,营销渠道是制约c银行广西区分行核心竞争力提升的主要瓶颈之一。对c银
行广西区分行营销渠道建设的对策进行研究,对于商业银行科学、合理地进行营销渠道
规划、布局和建设,提高营销渠道的核心竞争力,有一定的现实意义。

本文的目的在于研究c银行广西区分行营销渠道建设的对策,为解决当前c银行广
西区分行营销渠道存在的问题提供参考。首先,本文阐述了商业银行营销渠道的相关概
念,包括含义、种类、特征等,对4CS营销理论、资源集成理论、金融创新的“技术推
进”理论等商业银行营销渠道建设的相关理论进行了分析评价,为下文研究C银行广西
区分行营销渠道建设的对策提供理论依据。

其次,本文介绍了广西银欧亿·体育（中国）有限公司营销渠道建设的概况,分析了C银行广西区分行营销
渠道建设的现状和取得的成绩,重点分析了当前C银行广西区分行营销渠道建设存在的
不足,得出c银行广西区分行加强营销渠道建设的必要性。

最后,根据上文的分析,结合商业银行营销渠道建设的相关理论,本文提出了 c银
行广西区分行加强营销渠道建设应该遵循的几个原则,并从渠道分类建设、渠道整合、
渠道创新、渠道成本管理、渠道风险管理等角度提出了C银行广西区分行加强营销渠道
建设的对策。

关键词:商业银行营销渠道建设对策
ABSTRACT
Marketing channels of commercial banks include all the locations, ways and means to
provide customers with financial products and services to achieve the transfer of value and
exchange, which are the ties to interact with customers in money transfer, information
exchange and value exchange, and to maintain customer relationships, identify client
resources and create bank value. Therefore, in a sense, the marketing channel is a strategic
resource of the commercial banks, who control channels mean to win customers and occupy
the commanding heights of the competition. C Bank, Guangxi Branch is one of the big four
state-owned commercial banks in the Guangxi region, whose strategic goal is to build the
preferred bank of the regional market. At present, the marketing channel is one of the main
bottleneck to enhance the core competitiveness of the constraints C Bank Guangxi Branch. C
Bank Guangxi Branch marketing channel construction measures for commercial banks,
scientific, marketing channel planning, layout and construction, improve the core
competitiveness of marketing channels, there are certain practical significance.
The purpose of this paper is to study the C Bank Guangxi Branch marketing channel
construction countermeasures to solve the problems of the C Bank Guangxi Branch of the
marketing channels to provide a reference. This paper describes the concept of marketing
channels of commercial banks, including meaning, types, and characteristics of the 4Cs
marketing theory, resource integration theory, theory of financial innovation and technology
to promote ” commercial bank marketing channel construction theory analysis and evaluation
provide a theoretical basis for the construction of below C Bank Guangxi Branch marketing
channels countermeasures.
Secondly, this paper describes the overview of the construction of Guangxi banking
marketing channels, C Bank Guangxi Branch marketing channel construction status and
achievements, the focus of the shortcomings of the current C Bank Guangxi Branch
。。。