Research On Retail Banking Outlets Transformation Pathway Of China Agricultural Bank Henan Branch

As the development in banking，profit from retail bank is the main part ofcommercial banks. McKinsey&Company, the well-known consulting organization,points out that in the coming decade, business from retail banks will be the moreimportant part of income and profit for commercial banks in China. Higher requirement isneeded for retail bank branches nationwide as the huge change of operation environment,However, the transmission at early stage focuses more on hardware of outlet layoutoptimization, sectorization, and channel integration than software of outlet resourcedistribution, mechanism innovation, performance management, and service culture, etc,which at some extent limits the improvement of core competitiveness of branches. Toenhance operation transmission, therefore, is the new challenge for development of retailbanks.Agriculture Bank of China Henan branch is well aware of the importance of branchtransmission which is necessary to meet clients’ requirements and improve satisfaction,and has began to deepen branch transmission of retail banks. The research in this essay,therefore, analyzes current situation of retail branch operation and management inAgriculture Bank of China Henan branch, discusses the problems and disadvantagesexisting intensively, and proposes the operational path for branch transmission afterhaving referred successful experiences of transmission overseas and domestic. Methods ofdocument analysis, system analysis, etc are applied for illustration in this essay. Firstly, itintroduces relating theories of bank branch transmission overseas and domestic; secondly,current situation of operation in Agriculture Bank of China Henan branch and mainproblems existing are analyzed; then, the essay concludes successful experiences of bankbranch transmission overseas and domestic; lastly, integrating the practical situation ofHenan province, the essay presents that Agriculture Bank of China Henan branch should promote the operation of bank branches through perfecting marketing support system forpersonal financial products, resembling image of branches, building up multi-levelmarketing groups, and optimizing service quality and adding value of service capacity.