Grass-roots Branches Of Commercial Banks To Service Innovation Strategy Research

The competition among banks is becoming increasingly fiercely as China's financial field open to the outside world gradually. On one hand, more and more foreign banks speed their steps to enter into financial market of China, and also share the development opportunity brought by rapid economic growth. Foreign banks' advanced conception of management and diversified products bring the Chinese banks new ideas and directions in the aspect of innovative service, and at the same time with a large scale of foreign banks entering into the Chinese market, competition between banks becomes more and more fiercely. Domestic commercial banks have to deal with the challenges posed by foreign banks and seek the new methods to upgrade their service quality for higher-end customers. On the other hand, the pattern of competition has changed greatly in the field of domestic commercial banks after many years of reform and opening-up, some major commercial banks have changed their share-reform plans to upgrade competitiveness, some small or medium-sized commercial banks have accelerated their merger, and domestic financial institutions present large-scale trends. In the future the change of market structure and pattern of competition will bring the opportunities and a new wave of services innovation for the banking industry.In fact, The promotion of commercial banks'service is restricted by such factors as indifferent of innovation conception awareness, dated of service awareness, simplicity of service methods, backward of service production, lags behind of technological service, narrow of channel services, in the base branches of commercial banks, they even have not set up a consciousness of "front line for customer, second line for front line"; emphatically in achieving short-term target; not adequately in market research, weak in consciousness and ability to know how to meet customers' needs; on the other hand, departments each doing things in their own way and verbose internal process increase more interior cost, as well decrease external competitiveness, backward in information scientific and technological and many systems in information scientific and technological and many systems coexist cause duplication of effort, low efficiency and other more outstanding problems. So it becomes more urgently to have service innovation for commercial banks and their branches.In this background, the writer studies on the base braches of the commercial banks as subject, and its creative service as target, and using the study method of theory and practice to analyze the existed problems. Firstly, he provides an overview of the serving innovation experience of the best banks' both from home and abroad; secondly, he analyses the relationship between the competition situation of current financial serving market and the customers' feature and demand of commercial banks in order to show the truth that the serving innovation brings values to customers; Third , he analyses the service level of China's commercial banks and the disparity from the abroad; Fourth, he puts forward the serving innovation strategic position of grass-roots branches. Finally, based on the reality of the commercial bank, he puts forward the strategy measures of serving innovation.