Research On Motivation Issues For Frontline Employees Of China Construction Bank CA Branch

The traditional business of banking industry is enduring immerse impact with the economic downturn and the rapid development of Internet finance business.Commercial banks,including China Construction Bank(CCB)have putted forward strategic transformation plans,but during the transformation process,CCB has tough problem in human resources,including serious short of financial talents,technical talents,innovative talents and management talents.How to improve the value of human resources has become the chief issue for discussion during the CCB strategic transformation.The front-line employees of branches are the cornerstone of the CCB strategic transformation.The problem of motivate employees is vital in retaining talents,so how to motivate the job enthusiasm of front-line employees of branches largely and enhance the core competitiveness of CCB are significant issues that urged to solve.Based on the talent problem that CCB encountered during its strategic transformation under the background of the Internet finance and researches about the behaviors of the CA bank branch of Shanxi Branch of CCB,I analyzed the employee motivation problem in this paper combined the motivation theory of Interpersonal Resources Management and related results about commercial banks at home at abroad.By means of depth interviews of the head of Shanxi Branch of CCB,the head of CA bank branch and branch managers of CA bank branch,and conducted questionnaire survey on the front-line employees' of CA bank branch,I analyzed the conclusions of interviews and the questionnaire results in detail and have found out the problem of CA bank branch,which include problems in motivation theory,motivation orientation,motivation measure,etc.and then analyzed the reason.I proposed a incentive optimization scheme of front-line employees which is suitable for CCB.I not only carried out detailed analysis on the optimization design target,principle and content,but also implemented the optimization scheme and continued fixed problems occurred in the implementation to improve the scheme.The main conclusions in this paper are: The incentive optimization scheme of CA bank branch's front-line employees is feasible and necessary;it is crucial to choose suitable incentive optimization scheme for front-line employees of CCB,which is also the core of strategic transformation;the content of optimization scheme includes the adjustment of branches structure,the optimization of salary system,the transformation of training mode and the improvement of promotion channels,which is beneficial as reference.A incentive optimization scheme which is suitable for branches' front-line employees is not only the requirement of strategic transformation,but also the core of bank's development.Especially when state-owned banks are under increasing pressure as the Internet finance develops rapidly.Improve the motivation mode of front-line employees moderately not only can reduce the CA bank branch's pressure but also beneficial for its business development and improve its core competitiveness.