The Research Of ICBC Network Layout And Transformation In Yantai

Bank outlet is not only the point of action of bank strategies as well as management and operation abilities, but also the key place where banks contact customers, collect information and implement face-to-face marketing, thus playing an irreplaceable role in maintaining customer relationship, providing complex business consultation and services, etc. Additionally, bank outlet is also a significant marketing channel that can provide users with an intuitive experience to enhance the influence of bank brand. Facing the new situation of economic development in China, the development environment of commercial banks has undergone profound changes, because of which the simple reliance on the increase in the number and size of bank outlets for the sake of better profit comes to an end. Along with the rapid development of information technology and the continuous deepening of financial innovations, bank outlets are now facing unprecedented challenges. With internet technology as carrier, e-bank has altered traditional business handling modes to provide convenient and fast user experience and influence customer’s demand for financial services, which has gradually declined consumer’s dependence on bank branches. In the wake of economic and financial development, customer’s demand for financial services becomes increasingly diversified, as a result of which traditional bank business suffers great difficulties in meeting customer demand. Therefore, it is urgent for commercial banks to optimize outlet layout and conduct strategic transformation in the changing financial environment.Industrial and Commercial Bank of China(ICBC), as the earliest commercial bank in China, encounters varieties of problems in the development process despite a high number of outlets with large size. As for Yantai Branch as a typical branch of ICBC, the study on its outlet layout and strategic transformation will be of referential significance to the overall outlet development planning of ICBC. This paper aims to analyze the current situation and problems of the outlet layout of Yantai Branch, ICBC, and explore the practical operation and implementation scheme suitable for ICBC based on the experience of the same industry with a view to removing the plight of outlet transformation and operation in combination with the scheme of outlet layout optimization. Firstly, an analysis on domestic and foreign achievements is performed from different angles, such as factors influencing outlet layout, and site selection, operation efficiency, and strategic transformation of outlets. Meanwhile,relevant theories are organized to establish a theoretical foundation for the exploration on the outlet layout and strategic transformation of Yantai Branch, ICBC from various aspects, such as economic geography theory, central place theory, location theory, theory of agglomeration economies, theory of regional economics, and 6S theory. Afterwards, an introduction is given to the characteristics of Yantai economy and the current situation of the outlets of Yantai Branch, and meanwhile, study on the outlet layout of Yantai Branch is conducted in combination with actual survey and specific cases. Then, based on summing up the interbank transformation experience, a feasibility study on the transformation of Yantai Branch is implemented to ascertain transformation objective and principle and put forward transformation scheme and strategy. Finally, the outlet layout of Yantai Branch and the significance of transformation study are summarized to draw a conclusion and make a plan for future study. In this paper, the study on outlet layout and strategic transformation is made from two aspects:(1) according to the analysis on the theories and research achievements regarding the layout of domestic and foreign outlets, the outlet layout of Yantai Branch is analyzed to sum up its experience in layout and transformation in combination with the current situation of Yantai Branch and the regional economy of Yantai; (2) inspirations are drawn from the transformation and layout experience of other banks to provide reference for Yantai Branch to complete strategic transformation by means of layout optimization, and meanwhile, specific scheme and research plan for outlet layout and strategic transformation are presented as well.The innovation of this paper is that specific cases are analyzed to explore the practical operations and implementation schemes appropriate for ICBC and put forward feasible suggestions in combination with the actual condition of Yantai Branch, ICBC. That is, as regards the site selection of new outlets and the relocation of original outlets, there is a need (1) to carry out a practical analysis on whether the grade and service ability of outlet match the region where it is situated in the light of central place theory; (2) to study whether the economic characteristics are suitable for outlet establishment according to central place theory; and (3) to optimize outlet layout for the sake of higher outlet operation efficiency according to theory of agglomeration economies. Meanwhile, outlet operation is analyzed to explore the optimization of outlet’s internal structure by dint of 6S theory from the perspective of outlet’s internal functional zoning. Currently, the study on outlet layout and the study on the strategic transformation of outlet revolve around the analysis on theirrespective aspect. For this reason, there is a need to make a study based on their combination. In the process of exploring the construction of outlet layout, the strategic transformation of outlet is driven by the optimization of outlet layout for the sake of the mutual promotion and harmonious development between outlet layout optimization and strategic transformation.