The Research On Branch Transformation Scheme Of G Bank Liaoning Branch

In recent years, the quantity of domestic commercial banks roars in a surprisingly speed, which directly cause the fierce competition between them. Since there are no huge differences in financial products among different banks, the competition in bank channel came into a key factor. Bank branch is the most fundamental distribution spot, which serves as the primary bank channel. Since it’s already common sense that "who wins in channel, who wins all", it is irreversible trend that bank branches transform from "operation center" to "profit center".Bank branches are facing the serious situation that how to be more competitive and profitable, which directly relates to the performance in competition. This paper is mainly about the solution to promote branch competitiveness by performing branch transformation. Following the route "questioning, analyzing and resolving", this paper focuses on branch transformation scheme of G bank Liaoning Branch. Firstly, domestic and foreign existed theory in field "branch transformation" has been studied. It’s been clarified that how much it means to perform branch transformation. Secondly, a series number of key performance index of branches has been listed. By comparing with other branches in G bank system, the low efficiency of branches belonging to G bank Liaoning branch is obvious, which is caused by several main shortcomings. Finally, with "solving practical problem" as key principle, the general idea of the transformation scheme has been decided as "client first, service promotion, promotion in efficiency of operation, employee transformation and optimization of management". The transformation scheme focuses on four main aspects:building financial supermarkets, combination of "service sop" and "service differentiation", releasing work labor into marketing and optimization of branch management. Also, the guaranteeing measures of performing transformation scheme have been emphasized.By researching on branch transformation scheme, the major target of this paper is to provide theory supporting for G bank Liaoning branch to promote branch competitiveness and profitability. Branches are supposed to become "marketing center" and "profit center". It is hoped that the research of this paper will benefit similar bank branches too.