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In this article,英国留学生银行营销管理论文 Arthur Meidan presents the major channels of distribution for banking services and the four main types of quantitative techniques available for bank branch location decisions—economic, spatial,bivariate and multiple regression methods. He indicates the leading bank distribution strategies and attempts to assess the impact of new technology developments on the future of distribution of bank services and branch location.

Introduction
Distribution of bank services and branch location is an important butmuch overlooked area of bank Marketing management. In distributingbank services, the bank marketer is faced with the problem of encounteringa huge market which he should duly serve. The two broad categoriesof markets that should be served are: (a) the mass (retail) market towhich standard services and products, relatively inflexible in performanceand cost, can be offered and which requires geographical decentralisation,standardised services, heavy advertising and promotion, attractiveservices and, above all, cost-effective processes; (b) individual (corporate)market constituting single orders of sufficient size or importance whichcan profitably be singled out for individual treatment. It requires individualisedservices and counselling, like comprehensive financial advice,the availability of research services and contact brokerage to thecustomer, negotiated terms, etc.

All the banking groups have a similar aim—to be the all-purpose bankfor their private and corporate customers. In considering branch locationsand distribution, banks are concerned not just with the two verylarge groups of customers (retail vs. corporate customers), but also withthe two major dimensions of their activies: (1) offering a very large varietyof financial services, and (2) competing for "savings" (deposits) and"chequing" (i.e., current) accounts. With the increase in inflation allover the world, particularly the second type of activity—that of gettingin additional deposits and current accounts—has gained in importanceand is today the main focus of most banks' marketing activities.

Channels of Distribution for Bank Services
The channels of distribution for banks' services should be thought ofas any means used to increase the availability and/or convenience ofthe services which help to maintain existing bank users or increase itsuse among existing or new customers. In order to envisage such acriterion, the bank marketer must facilitate the right product for theright people at the right price and at the right place. Indeed, once thecharacteristics of the total banking market have been identified by marketresearch and there is an appreciation of the problem areas, then themarketing mix can be tailored to exploit the selected market segmentsin the most profitable manner.In distributing financial services, banks employ five different channels:one direct (bank branches) and four indirect (bank credit cards, bankingby mail, in-shop branches and in-touch services).

Bank branches. This is the most important channel of distribution andin certain instances some bankers regard the location of bank branchesto be synonymous with distribution. Since branches are relatively fixedin location, they must be conveniently situated. As such it is importantto define a branch's trading area which is that geographical region inwhich it can conveniently s本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。