Jinan Ccb Retail Outlets Transformation Problem Research

In the post-financial crisis era, Chinese financial market is becoming more open, meanwhileChinese commercial banks are enforcing the strategy of ‘global expansion’ positively and facingfierce competition with world commercial banks．The outlets of the commercial banks mustcomplete transformation to grasp the point of growth of the future.China Construction Bank began to transform in all retail outlets since2006, and hasexperienced transformation of Generation I and Generation II．In Generation I, the roles of theoutlets are determined by the customers; the roles of the hall managers are reset and theirfunctions and responsibilities are redefined; Counter business process is optimized andforeground-background is separated．In Generation II, the VIP service has changed from theproduct driving mode to the customer demand mode．In order to cope with the personal demandsof VIP, customer hierarchy maintenance, affirmation of duties of customer managers andstandard tools have been taken.Jinan branch of China Construction Bank in has gained some achievements and experiencesin the process of transformation, but there are still some problems．Quality of service andpersonnel need to be improved, and market positioning shall be clarified．All of these factorsdetermine whether CCB Jinan can transform to a modern financial institution, and it alsodetermines the competitiveness of CCB Jinan in the future.This article takes SWOT to explore the problems and summarize the experiences of Jinanbranch’s transformation．It takes the views that policy and legal restraints, and defects of CCBitself hampered the transformation, while human resources, enterprise management experiencesand the direction of the macro-economy policy trend promoted the transformation.This article analyzed the problems of the outlets of the CCB in six aspects: improving theemployees， ability, establishing an effective assessment mechanism, optimizing the procedureof operation, speeding up the innovation of financial product, improving the counter service，andstrengthening safety measures.