Research On The Transformation Mode Of The Network Of Rural Commercial Banks In LC

With the domestic economic new normal arrival, financial market competition is becoming increasingly fierce.As the county financial institution, Rural Commercial Bank is facing the double pressure of external competition and internal transformation. It will be the inevitable choice to improve the core competitiveness and breakthrough the bottleneck by the implementation of network transformation and enhancing the ability of service marketing outlets.This paper firstly discusses the research background, content and value of network transformation, and insures the goal of network transformation changes from payment type to marketing service type. Secondly, use the method of documentation to identify network transformation theory, marketing theory and the domestic and foreign research on the present situation of the Bank branch transformation, to provide theoretical support as the research point. Thirdly, conduct multiple researches and collect relevant materials on the situation of Rural Commercial Bank outlets in LC City by on-the-spot investigation. Use PEST analysis to analyze the macro environment, and comparative analysis to analyze the competitive environment and its internal environment of network transformation. By analyzing the advantages and disadvantages of network transformation from these three kinds of environment, four transformation of "hardware transformation, marketing model transformation, business process transformation, evaluation mechanism transformation" and three support of "product support, technology support, human resources support" are designed. Finally, the promotion of this model has been tested by the way of pilot application, and the application of security measures are made.Test results show that, the network transformation can significantly improve the marketing level, and it shows that the model is feasible. Although there are some problems at present, continuous improvement will be made of this mode in the future, and these problems will be gradually solved.