Outlets Flattening Management Optimization In ICBC Jilin City Branch

In the 21st century, with an increasingly competition among the banking industry, in order to improve the marketing capabilities of grass-roots network and to improve the competition of commercial banks in the same industry, more and more commercial banks launched the flat management.In this paper, I use Jilin Branch of ICBC flat management reform as a reference case, it is territorial and municipal branches of the bank, in the state-owned commercial bank management level, this level of organization can representative and reflect the most operating characteristics of commercial banks. In 2008 the branch started flat management reform for urban network,and had made great achievements after more than a year of operation, but it also exposed some problems.First, it did not match the organizational structure of the problem; second , the functions of the offices in the branch did not adjust to the reform simultaneously, that was it did not carry out effective marketing and management functions and led to an uneffective function of the offices in the branch .After deep analysis, the author proposes a modified optimization for a series of problems arised in the reform. Through optimizing and revising it , I tries to establish a more scientific and more effective management model.Optimization recommendations mainly focus on two aspects the first is optimization of organizational structure,the second is the optimization of business process.The optimization premise of two aspects is exceeding customer needs and creating value for customers on the basis of customer-centric and product-link.For the optimization of organizational structure, the function of the offices in the branch of the Ministry should be increased and expanded. The network management center should be set up in the Ministry of Personal financial services, revise the scope of the current network management, centralized all the outlets except the two level branches which belong to the general directly and is responsible for dayly affairs of the network and coordinating business among various departments and logistics security work.Meanwhile, in the personal finance the credit card business center should also be set up marketing centers in Ministry of Personal financial services and responsible for the bank's credit card marketing management.In business, the first level branchs which belong to the general directly should also recover the deposit and loan business, only leaving the customers over the size of billion or more to the business center of the municipal department for directly managing, but it is responsible for routine maintenance work of the customs, the branch shares the profit of the customer's contribution with the first level branch.For the optimization of business process, personal liability and personal settlement business, should simplify the process, combine the deal, shorten time of conducting business in the front, and expand the scope of accepting business in the back . For the business of personal asset , according to the kind of business and areas to which the branch belongs, on the basis of the first level branch we should highlight the operating characteristics of different branches , and avoid vicious competition in the same business in the branches.At the same time, we should delegate the authority for business appropriately, and promote the rapid development of business according to the principles of risk controling, for two levels of credit and authority in the business . In order to implement the optimal design better ,we should do the implementation of safeguards in the four areas. The first is the organizational support; the second is to regulate the existing performance system, implement different performance management, highlight the assessment of the index of the same business category in compitition and development , set deferred payment performance and control business risks; the third is to regulate the salary allocation and improve performance pay in proportion; the fourth is the manager should set an example and implement dedicated and team corporating culture, so that the flexible culture in the new management model can improve the business .