Research On The Countermeasures For The Transformation And Development Of The Bank Of Guangdong Branch Of Bank Of Communications

With the advent of the financial disintermediation era and the advancement of interest rate marketization,China’s traditional commercial banks are facing severe challenges in terms of profitability,operation mode and market size.In recent years,the booming development of Internet finance and the emergence of e-commerce have created an unprecedented impact on the traditional banking industry.The branch office of the Bank of Communications in Guangdong Province is the provincial-level branch of the head office.It has a large number of intranet branches and strong customer resources.However,in recent years,due to the influence of the external financial environment,the development rate has continued to slow down,resulting in a decline in profitability year by year.Therefore,the transformation of outlets is imperative.The reduction of financial products,the inefficient operation of outlets,the unreasonable layout of outlets,the lack of outlets’ own characteristics,the uneven marketing ability of personnel,the slow improvement of customer satisfaction and the imperfect assessment mechanism have greatly hindered the bank.Upgrade the pace of transformation.To this end,combined with the actual situation of the relevant outlets,through the analysis of the distribution,function positioning and market competitiveness of its outlets,it is proposed that the current network transformation needs to be developed in the directionof community,experience,intelligence and light weight.Only through upgrading and transformation can we achieve continuous growth in the operating efficiency of outlets.Based on this,this paper develops systematic research,through in-depth analysis of the existing business competitive advantages of Bank of Communications GuangDong Branch,as well as external challenges and threats,and current operational management strategies,opportunities for future market development,etc.The experience and the resources available for the research of the head office were transformed into a transformation plan,and a systematic research system was formed by combining the first-hand feedback materials and empirical content obtained from the specific surveys to obtain the final research results.The content of this study can be divided into six parts: The first part is the introduction of the introduction,expounds the background and significance of the writing,and introduces the ideas and methods adopted in this study.The analysis was carried out and an overview was made.The second part explained the definition of the transformation of commercial bank outlets,and introduced the relevant theoretical foundations,including Kotler’s marketing management theory,service value chain theory and core competitiveness theory.In the third part,the paper analyzes the transformation status of the branch offices of Bank of Communications GuangDong Branch,and introduces the development of the branches of Bank of Communications in Guangdong Province in detail,and explains the background and motivation of the transformation of Bank of Communications.The fourth part describes the branch of Bank of Communications GuangDong Branch.Transform the specific process and related measures to reveal the problems encountered in the process of transformation,and analyze the reasons for the inadequacies;the fifth part,combined with the development characteristics of its ownnetwork and the successful experience of other commercial bank outlets,explores the application The relevant countermeasures for the transformation and development of the branch of Bank of Communications GuangDong Branch,and analyze its Versatility and maneuverability;Part VI,the conclusions and prospects,trends and directions set forth in Bank of GuangDong branch network restructuring and development,and to make efficient and comprehensive outlook of the future development of outlets.