Study On Promotion Strategy Of Subbranch Core-competitiveness Of A Bank Jilin Branch

Along with the continuous improvement of domestic financial market,competition in banking sector is increasingly severe. The banking branches (includingsub-branches) are overloaded and faced with great pressure. The contradiction betweendivision of roles and synergistic process also gradually intensifies. How to bring outthe branches’ initiatives into full play to promote their comprehensive developmentand improve their performance, so as to enhance the core-competitiveness of banksub-branches? It has put higher demands on business operation of branches.In this paper, concepts and drivers for bank sub-branch core-competitiveness andbranch performance are first studied. By taking Jilin Branch of one commercial bank inChina as an example, it quantifies various indicators and drivers, describes the currentstatus of its service competitiveness in a comprehensive and accurate manner andanalyzes the causes for low performance of the branch. Additionally, it proposesrelevant countermeasures by referring to advanced experience of Wells Fargo andCommerce Bank on continuous improvement of bank sub-branch core-competitiveness.In our belief, in the short term, Jilin Branch of Bank A could take service and salesprocess building as the starting point, and after consensus is reached amongorganizations at all levels, performance improvement program will be gradually rolledout to all branches. Without making addition to existing manpower for the branch, wepropose to maximally dig the potential in sales process of the branch based on itsbusiness volume by means of post design, sales capability improvement etc.;continuously improve internal resources allocation within the branch in pursuit ofcontinuity and rationality of performance measurement policy and effectively enhanceits active marketing and customer retention capabilities. In midterm, Jilin Branch ofBank A could consider solving the critical problems that constrain branch performance improvement at a deeper level and main countermeasures include building secure andconvenient service channel system, establishing customer relationshipmanagement(CRM) system, implementing retail customer loyalty plan andconstructing cutting-edge product line.