Research On Resource Classification And Integreation Of Commercial Bank Outlets,and Core Competence Evaluation

In recent years,China has taken supply-side structural reform and devel opment as the main task,vigorously promoted high-quality development of t he service sector.In 2019,the service sector contributed 59.4 percent to thegrowth of the national economy,further increased the proportion of nationa l economic contribution.Judging from the asset size and profits of each sub-sector of the service sector,the financial sector is undoubtedly the most im portant component."Finance is an important core competitiveness of the cou ntry," Xi Jinping said at the 13 th collective study session of the political bu reau of the CPC central committee on February 22,2019,Which means thenew orientation for high-quality development of finance.As the leading force in China's financial system,commercial Banks are the "main force" serving the real economy,implementing the national strategy of financial inclusion and promoting financial supply-side structural reform.As the most basic organizational unit of commercial Banks,bank outlets are the forefront position close to the resource market environment and participate in the market competition.Therefore,they are also the "final executor" of the implementation and implementation of the national macro strategy of commercial Banks at all levels,playing an indispensable and important role.However,against the background of deep application of fintech,the financial ecological environment for commercial Banks to participate in market competition is changing,such as the profound reconstruction of the communication mode and power status between customers and Banks,the more urgent demands for the rich personalized,high value-added,interactive financial services.According to data,in 2019,the bank outlets of a stateowned commercial bank received 540 million customers in the whole year,account for 6% of the total channel business volume of the bank and 38.6% of the total personal customers of the bank,but the overall contribution was over 80%.This suggests that the commercial bank branches in many involved in depth in the field of interactive irreplaceability,also indicates the commercial bank branches in the process of fostering sustainable competitive advantage,the need to deal with two layers of dynamic relationships: one is the customer transaction channel preference differentiation and dynamic relationship between financial service demand for personalized,2 it is to store customers are declining,and science and technology to the relationship between financial service ability.In the face of the above challenges,this paper proposes to reshape the value proposition path of commercial bank outlets based on the idea of service-oriented logic(S-D logic),so as to better adapt to the personalized financial needs of customers and realize the core competitiveness of bank outlets.Centering on the three core ideas of s-d logic,namely resource classification,resource integration and value co-creation,this paper conducts the following research: First,with the help of fishbone diagram analysis tool and NLP(natural language processing)emotion analysis method,the existing problems in the current classification of bank network resources are identified,and the internal reasons that contradict S-D logic are found out(chapter 3).Second,according to the thought of resource classification of s-d logic,customer segmentation and customer portrait recognition are carried out from the channel preference of customers(chapter 4).Thirdly,according to the thought of resource integration of s-d logic,the author studies the resource integration path of commercial bank outlets from the perspective of customers to the store(chapter5)and customers not to the store(chapter 6).Fourth,based on the resource integration path of different channels and the value co-creation idea of s-d logic,the author identifies the resource elements of the driving layer,support layer and performance layer in the process of bank outlet core cultivation,constructs the d-sp evaluation system of core competitiveness,and provides a test circuit for value cocreation effect(chapter 7).Fifth,combined with the above analysis,this paper puts forward the main research conclusions and relevant policy recommendations(chapter 8).The main research conclusions of this paper include the following aspects:Firstly,the current value proposition of commercial bank outlets focuses on the perception of customers' economic value and technical value,and lacks the focus on customer relationship/support value,such as the lack of understanding and segmentation of operational resource interaction.Secondly,customers with different preferences of transaction channels have obvious differences in positions and occupations,income sources,cooperative Banks,product penetration,and financial asset allocation preferences,which provides theoretical and technical support for bank outlets to put forward differentiated value propositions.Again,resources integration of the bank branch should be dominated by different trading channel preference of customers,emphasis on practical resource and service exchange is to improve the depth of the interaction among the core content of resource integration,need to store the customer from room service,coordination and service ecological three dimensions to implement integration,for not to store customer needs from the customer recognition,customer development and service,ecological three dimensions to implement integration,different perspective of the integration of model with bank branches and customer value creating as final destination.Finally,the leading force of core competitiveness cultivation comes from the operational resources in the driving layer.The core competitiveness of outlets with good coupling effect of operational resources and high number of customers to the stores is stronger.In addition,the core competitiveness of outlets of different formats presents gradient characteristics.In a word,based on the S-D logical thought of resource classification and competitive advantage,resource integration and service ecology,value creation and core competitiveness as the main line of research,based on the big data analysis,case analysis and empirical analysis methods,the core competitiveness of China's commercial Banks network cultivation path for a systematic study.The whole research idea integrates the research results of existing literature,conforms to the basic research ideas and methods of resource integration research and core competitiveness research for a long time,and also provides a new research idea for the systematic research on the core competitiveness of commercial Banks.It is expected that this study can effectively make up for the deficiencies of existing research theories and methods,and provide theoretical basis and important support for the cultivation of core competitiveness of China's banking financial system.