Commercial Bank Branch Transformation Of The Public Business

With the opening of China’s financial markets, profound changes have been taken place in the financial environment and social technology. The challenges which commercial banks are currently facing are gradually increasing, in order to face the challenges from internal and external of banks and seize a place in the bank industry competition, more and more banks have tried to various forms of corporation banking business transformation work in recent years. In China, commercial banks have been gradually changing business strategy as they focus the target to the corporation financial markets. The corporation business become the focus since it has a series of advantages such as high value-added. The branches are the essential channel and fields in the competition, so the commercial banks pay much attention to how the branches effectively play its role. The transformation means a lot for commercial banks.The transformation of the corporation banking is a change to enhance the branches’ comprehensive efficiency. In order to make the transformation of the corporation banking and enhance the branches’ comprehensive efficiency, the corporation banking process are needed to be rethink and redesigned, and make the branches to become marketing-oriented and benefits-oriented from the accounting-oriented. Enhancing the capability of intelligence collection, enhancing the value contribution degree, service level of tellers of business counters, to increase the branches’ comprehensive efficiency and to make the transformation of the corporation banking. This thesis try to make in-depth analysis in the transformation of corporation business of the commercial banks. Combined with the more effective rules of C Bank transformation process mode, researches have be made to the transformation of corporation business. Hope that through this study of the transformation of China’s commercial banks branches to propose some ideas.The research methods of this thesis are actual research and theoretical analysis, combined of strategic enterprise management, channel management theory with the domestic and foreign bank branches transformation mode, introduced of the C bank case analysis, to draw the basic mode of transformation of commercial banks’ branches. Compared domestic and foreign commercial banks branches, analyze the strengths and weaknesses, summarized and successful experience of the corporation banking business of the branches restructuring. Explore the ideas and strategies of the transformation for more suitable for commercial banks in the process of transformation of branches.The innovative of this article:well elaborated for the bank on the transformation of the corporation banking business of branches in four steps, has strong operability, proposed specific measures and ancillary support system combined with C Bank Case, has strong guidance and innovative. This article first introduced commercial banks based on business-oriented branches situation and problems, elaborated on the necessity of the business-oriented branches restructuring:it’s the banks’response to the needs of the corporate banking market competition, economic environment and customer needs, also is the need to optimize the profit structure to enhance the branch performance, to build the bank’s core competitiveness. To introduce of commercial banks to implement the theoretical basis for the transformation of business-oriented branches. Analysis for the successful model of transformation of business-oriented branches for foreign commercial banks is to be sorted out, and then proposed the basic strategy of the commercial banks on the transformation of the business-oriented branches:change the traditional transaction-oriented branch to the marketing-oriented branch, improve the definition of full-featured branch, ultimately achieve differentiated service model which has the characteristics for each other.To achieve the goal, this thesis provide the general ideas of the transformation for the business-oriented branch, first, to make the branch change from mange-oriented to the consumer-oriented, enhance the market sensitivity of the branch itself, pay more attention to the various product function and improve service quality; second, to promote business-oriented branches from epitaxial divergence development gradually transformed into the improving performance, rationalization and dynamic balance of the assets and liabilities of the business structure; third, prompted past decentralized management model that is the gradual transformation of the business-oriented branches by activation, throughout the straight pipe response style of management, flat management, intensive management to achieve the goal. In the section of case analysis, C bank is to be introduced the position in the transformation of business-oriented branch. Through the enhancing the management of channels, implementing the channel integration, accelerates the cultivation of core competitiveness, based on the theory of SWOT analysis in the corporation management; analysis and reconstruction have been done for the transformation of business-oriented branch of C bank. This thesis summarizes the evaluation criteria and system for the transformation of business-oriented branch of C bank.