The Research On Transformation Of Retail Bank Outlet Of Changsha Branch SPDB

Retail bank outlets are most basic operating units of commercial banks. For a long period of time, the domestic commercial banks usually adopt the model of saving bank management structure which mainly satisfies the transaction need and provide the debting and clearing service. This passive event-based management model not only leads to queuing problems, but also fails to provide professional servies of high quality for good costomer experience. By exploring the patterns and characteristics of servie industries and retail business, and by referring the experiences of foreign retail banks, this peper researches and analyzes the outlet transformation of SPDB Changsha Branch in terms of operation management and marketing, and aims to propose a solution and methodology to certain problems, i.e., how to determine the outlets transformation objectives, establish outlets transformation standards, implement monitor results and get feedbacks. A real case is included for more effective and accurate illustration.From the perspective of modern finance sevice's view, this paper studies outlet transformation of SPDB Changsha Branch through combining the corporate strategy, HR and operation management and exeuting the above strategies. Firstly, by combining the operation strategy, marketing strategy and financial strategy, the bank integrates customer-focused service process and contact-point-based service organization design. Secondly, the marketing activities and outlet operation is linked through the establishment of the sevice strategy, servie processes, and core services, aso to transform SPDB Changsha Branch from a single saving bank outlet into service and sales based outlet, and make staff from traditional teller become professional sales people specialized in financial planning, asset management and product recommendation, thus reduce operating costs, expand channels to boost profit growth and enhances the sales and service capabilities, riase customer loyalty, and strengthen sustainable core competencies of SPDB's retail bank outlet.