Research On Transformation Strategy Of Nan Chang Rural Bank Network Branch

Commercial banks network branch are the most basic channels to provide financial services to their customers.With the rapid development of Internet finance,the orderly advancement of interest rate liberalization,and the rapid rise of various financial institutions,the service model and functional positioning of network branch in the past have been unable to adapt to the demand for diversified and personalized financial services for customers' demands.Major commercial banks have accelerated the optimum environment of network branch,innovated network services,and promoted the transformation and upgrading of outlets.In 2014,Nanchang Rural Commercial Bank initiated the transformation of network branch,and implemented the strategy of “ transforming outlets through transformation,transforming the business through the transformation of network branch,and driving business transformation”.The network branch of Nanchang Rural Commercial Bank presented a new image,new service,and new layout.,improved customer experience,service levels and business standards.However,the vast majority of network branch are still traditional business processing branch,and fall behind many commercial banks.Therefore,this article uses qualitative and quantitative analysis method,questionnaire survey method and comparative analysis method to conduct in-depth research on the transformation and development of network branch of Nanchang Rural Commercial Bank,in-depth analysis of the problems and causes of the network transformation,and puts forward relevant countermeasures and suggestions.Taking Nanchang Rural Commercial Bank as the research object,this study adopts the qualitative and quantitative analysis methods,questionnaire survey method and comparative analysis method,and carefully analyzes the relevant documents of the development of domestic and foreign commercial bank network branch.this study expounds “new outlets” and “network transformation”,As well as “Bank Branch Transformation 3.0” for a solid foundation of this research.Then,in conjunction withmy work,I deeply analyze the current status,transformational effectiveness,existing problems,and causes of the transformation of Nanchang Rural Commercial Bank network branch.I also learn from the successful experience of network transitions of Citibank,Barclays Bank of China,China CITIC Bank,and China Merchants Bank.,and put forward relevant countermeasures and suggestions.The conclusions of this research show that Nanchang Rural Commercial Bank has improved customer experience,improved service levels,and improved business levels since implementing transformation strategy of network branch.However,there are many problems such as unreasonable layout of network branch,insufficient brand awareness,the need to improve the professional quality of employees,the lack of clarity in the development of network branch,the lack of scientific assessment of performance,the unreasonable allocation of agency personnel,and the insufficiency of personal finance products.Nanchang Rural Commercial Bank should relocate its network functions,relying on using innovative internet products and channels,optimizing internal and external linkages,improving performance assessment,incentive mechanisms and corporate culture to change service concepts.