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金融服务,渠道为王。现代管理学中有句名言:得渠道者得天下。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。随着市场竞争的加剧与技术进步,零售渠道逐渐变得丰富起来,使得同一产品可以通过多种渠道传递给客户。个人住房贷款作为个人类贷款中的重要产品,由于其收益期长、不良率低、综合效益显著等特点,长期倍受各家商业银行的重视,也是各家银行的必争之地。笔者认为全力加强个人住房贷款营销渠道建设,是提升服务能力、提高市场竞争力的重要举措。
Financial services, the channel is king. There is a famous saying in modern management: those who have the best channel. The channel is not only the carrier of retail banking marketing, but also the core competitiveness of retail banking. As market competition intensifies and technology advances, retail channels become more enriched, allowing the same product to be delivered to customers through multiple channels. Personal housing loans, as important products in personal loans, have long been valued by commercial banks due to their long yield, low non-performing ratio and remarkable comprehensive benefits. They are also the places where banks must contend. The author believes that efforts to strengthen individual housing loan marketing channels, is to enhance service capabilities, improve market competitiveness important measure.