A Research On The Development Of Bank Brunches In The Internet Finance Era

In recent years, with the development and maturity of Internet technology, internet finance has shown an explosive growth. From mobile payment to internet finance and the P2 P loan, various internet finance based products and businesses have emerged one after another. In the government work report, “internet finance” was repeatedly mentioned, forming a powerful support to the healthy development of internet finance. Meanwhile, as the growing of E-banking, less and less people are visiting bank branches that represent traditional banking. As the customer flow into a traditional bank branch declines, internet finance has impacted on the operational advantages of the bank branches while weakening their main functions. Faced with a market with increasingly fierce competition, complexity and variability, and continuously improving technology, traditional bank branches can no longer catch up with the trend of the development of internet finance. To struggle for a progress in the intense competition, bank branches resort to an immediate transformation. In current transformation of the bank branch, there are issues such as improper locating, employees’ deficient marketing levels, lack of innovative products etc... Concerning the existing problems, the bank branch transformation is going to the intellectualized, community-based, and resource-optimized direction to improve the branches’ core competence.This article is developed from the following six chapters. Starting with the introduction chapter, this chapter is going to clarify the background, purpose, ideas, and methods of the research, give reviews on domestic and international articles, and point out the innovation and deficiency of the current paper. Then Chapter Two is going to talk about the necessity for traditional bank branches’ transformation, by giving the definition and features of internet finance, and showing the advantages and disadvantages of internet finance vs. traditional banking with the method of comparative advantage theory and cost efficiency theory; and indicate the great impact the internet finance has cast on traditional bank branches and the urgency of the branches’ transformation. The third chapter is about bank branch transformation’s current situation, including the development stages of branches’ transformation and its exiting problems. Furthermore, this chapter is going to analyze the transformation at present in ICBC A branch’s case and bring up the direction of its next transition. Chapter Four is referring to the successful patterns of the banks’ branch transformation. By analyzing the success and experience of those branches’ transformation and sharing the successful cases, this chapter is to introduce some reference for our domestic bank branch transformations. And Chapter Five is about the solutions to the bank branch’s transformation in the internet finance era, including clear market positioning, optimized branches’ locating, upgrading clients’ experience, and providing informationized service with mobility, making the branch a finance service center and life center, and online-offline combined etc... At the same time, based on the case of ICBC A branch, this chapter is to bring up the solution for its next transition.Chapter six is the conclusion and expectation,poninting out the conclusion and bring forward the prospect of bank branch transformation in the internet finance era.