Research On The Transformation And Development Of C Bank Branch Network Under The Background Of Internet Finance

The branch network have long played the role of the major core profitable resources of commercial banks.They help banks to realize profits by providing financial services to bank customers.However,under the impact of the Internet financial crisis,its decline in profitability led banks to transform and upgrade in order to adapt.On the one hand,its cumbersome process made it inferior to Internet finance in terms of convenience,and on the other hand,it was ambiguously positioned which led it fails to devote itself fully to the competition in the market.However,the transformation of banks cannot succeed by merely changing the status quo.This paper starts from the characteristics of Internet finance,combines the transformation strategy of C Bank for branch network,and uses the profitability model of commercial banks as an analysis perspective to dissect the significance of its presence in the network and the problems it encountered in the process of transformation by using literature analysis and interviews.The law concludes that the transformation strategy of branch network should not only be the technical and functional development of the bank's physical channel venues;the real network transformation needs to match the bank's top-level design and the matrix-type adjustment of the overall organizational structure,and changes the traditional bank's Line management path.The functional classification of branch network should also be matched with changes in assessment methods;at the same time,as branch network personnel should also change the traditional sales orientation and move out of the transition route on the offline auxiliary line to ensure their sustainable profitability.