零售金融商间的渠道执行:问题与对策

零售金融商运用和担当渠道商的现象日见增多,渠道关系也日趋复杂,使得零售金融商间的渠道问题更加突出.对于渠道设计的期望能否成为现实,取决于渠道执行能否有效地处理渠道冲突以顺畅渠道流.渠道冲突源于渠道成员目标的差异,这就要求具有渠道权力的成员促成合适的解决冲突的方式,采取适当的行为影响策略来改善渠道的绩效.本文给出了一个如何改善渠道执行的应用模型,并且以零售银行为例探讨了如何运用该模型来改进零售金融商问(包括银证、银基、银保及银信)的渠道执行,并提出了未来零售金融商间渠道的发展趋势.

Channel Execution among Financial Retailers:Problems and Measures

It is increasingly common that financial retailers play the role of distributors as well, and the relationship among channels is more and more complicated, which results in the aggravation of channel problems among suppliers. Whether the expectation on the channel design can be realized relies on whether the channel execution can effectively deal with various conflicts to make channel flow smoothly. As channel conflicts originate from target differences among distributors, those who possess channel power are required to bring about a suitable approach to settle down conflicts and improve the performance of channels. This paper provides an applied model on how to polish up the channel execution among financial retailers (bank-securities, bank-funds, bank-insurance, and bank-trusts) and discusses its application by using retailing bank as a case study. Finally, the paper also points out the development trend of channels among suppliers in the future.