Research On Outlets Transformation Of Commercial Banks In China

Along with the deepening of financial openness and the rapid development of Internet, domestic commercial Banks face increasingly fierce competition and competition from balance treasure, baidu and other industries. And bank branch, as the most basic business units of the commercial Banks, is that the Banks access to social resources, the main position of the brand image. At present, our country commercial bank outlets still rely on traditional management idea, the design of network seems similar, and the financial products are homogeneity. Unreasonable distribution network problems still exist, such as the difficult to meet the demand of customer and enterprise higher capital allocation, so Banks grass-roots branches in urgent need of transformation.The core of Network transformation is customer-oriented, research and development of financial products can meet the diversified demand of customer, optimize network marketing and service process, improve customer satisfaction, can build a core competitiveness of bank branches. After the transformation, the orientation of bank branches from product oriented mode moves into service oriented. The physical characteristics such as infrastructure, network layout, and environment can be copied and alternated, but the unique intangible quality of service, the formation of the enterprise culture and brand image is irreplaceable and copy. These can be the important factor of Banks in the fierce competition to keep the core competitiveness.Based on the related theories and literature review of network transformation, it is imperative to found that the transformation of domestic and foreign scholars agree that the bank branch, although the transformation of the specific form is different, but the related theory think the core of network transformation is take the customer as the center. Secondly, analysis the domestic and foreign current situation of the development of network found that foreign bank branches design pattern varied, most Banks are pay attention to research and innervations of products, providing customers with comprehensive, high quality services, but the homogeneity phenomenon of domestic bank branch is serious. On this basis, taking the transformation experience at home and abroad for reference, through field research and investigating the transformation of laiwu branch of industrial and commercial bank of China, analyze the specific measures of laiwu icbc transformation and deficiency, put forward the corresponding improvement plan. Finally, this paper summarizes the success of the transformation of laiwu icbc and lack of experience, combined with the network development situation at home and abroad, put forward some suggestions to help other commercial banks on outlets transformation.To sum up, by means of using chart this article uses the methods of comparative analysis and case study to expound the orientation and measures of transformation.