Research On The Network Transformation Strategy Of YLS Branch Of Agricultural Bank

With the continuous advancement of China's reform process,the financial industry has poured into new competition and impact.The full liberalization of banks has prompted the rapid development of joint-stock commercial banks and local banks,the homogeneity of bank products and the decrease of service difference.The 2011 People's bank issued a third party payment license,which makes internet finance,mobile payment by various platforms rapidly growing.These pressures and challenges have broken the pattern of monopoly of financial markets by state-owned commercial banks,and the competition between banks has become more and more fierce.The sustained and rapid development of the national economy has driven the urban residents per capita disposable income,family wealth and deposit balance of the rising,commercial banks as with the people closely related to the financial industry,can provide what kind of financial products and corresponding services become the focus of the banks,the major banks have to transform to enhance competitiveness,Therefore,making scientific and rational transition strategy becomes an urgent problem to be solved in the development of Agricultural Bank of China.With the help of the theory and analysis tools of strategic management and marketing,using the analytical method of combining theory with empirical analysis,this paper takes the research object of YLS branch behavior of Agricultural Bank of China as the research object,and firstly summarizes the achievements of domestic and foreign scholars on the network transformation.Combined with the current domestic and foreign financial market environment and related marketing of network transformation,management theory and tools put forward the necessity of YLS branch network transformation.Secondly,from the current operating situation of YLS branch,the paper analyzes the internal management of YLS branch.External environment,using SWOT analysis to clarify strengths,weaknesses,opportunities and challenges,according to the motivation of branch network transformation,responsibility Position and overall objective,formulate network management,personnel,business and service aspects of the transformation strategy;third,establish transition protection,in marketing concepts,risk warning mechanism,human resources protection,Information system technology and product management guarantee the success of network transformation.Finally,the conclusion and prospect of the research on bank transformation,hoping to provide the transformation ideas for the bank network throughthis paper,Further promote the business transformation process,promote the development of banks and increasing their competitiveness.