The Reserach Of Strategy About Network Transformation Of The Qingdao E&T Development Zone Sub-branch Of BOC

The Qingdao E&T Development Zone Sub-branch of BOC is a comprehensive branch, which directly belongs to Shandong branch, founded in September 28th,1998, composed of four departments, managed three operational branches. After many years efforts, the transition of branch network has achieved initial result, more abundant financial products, the service of network has been improved. However, compared with the new international trend of China's financial industry, and the growing and increasingly complexed financial needs, the transition of branch network is still not perfect. Now, the branch is analysising and designing more mature network transformation strategy.Network transformation means that the functions of network transforms frome transactional type to sales one. Network transformation is a new strategy which is proposed under new competitive situation. With the development of network transformation, the new model of network service, which is more competitive, is innovated. Such as, strengthening customer guiding, understanding customer needs, improving network sale ability, changing the model of network from transactional type to sales one.There are some opportunities which the branch faces with, such as the rapid development of national economy, strong social financial demand, the development of social consumption concept, powerful industrial leading ship. Meanwhile, there are some threat, such as, the explanation of foreign banks in china, the rise of private loan capital, mixed business of other financial institutions.There are some advantages which the branch faces, such as, various financial products, high financial service level, high staff quality, high network marketing. Meanwhile, there are some disadvantages, such as, fewer network, the uneven distribution of network, the weak infrastructure of network, lack of network staff, complicated of business processes, unclear staff responsibilities.In this paper, the SWOT is used to analyze the status of the branch. It can discover the advantage and disadvantage existed in network, and the opportunity and threat existed in environment, after the analysis, we get a conclusion, which is that we have to take the differentiation strategy to achieve the network transition.To achieve the stratgical transition, we have to do the following aspects, such as, functional location to the network transition according to the differentiation strategy, reconstructing network processes according to the BPR, increasing the number of employees to improve the organizational structure, enhance the motivation of employees according to improving the performance assessment, meeting different customers" financial needs according to strengthen innovation of financial product and improve the level of financial services, streaming counter service according to business function of network, creating the different financial service according to create a unique corporate culture.