Research On The Transformation Of ICBC SZ Branch Outlets Under The Background Of Internet Finance

In recent years,Internet finance has challenged traditional commercial banks with its advantages of low cost,high efficiency and wide coverage.Customer's financial behavior has gradually shown the new characteristics of mobility,simplification,no cash and skipping banks.The traditional operation mode of commercial bank network is difficult to meet the diversified financial needs of customers.The SZ branch of ICBC,relying on the Internet technology and large data,has carried out a thorough reform of the original operating mode of the business outlets.Relying on more than 2800 intelligent terminals and self-help equipment,SZ branch become the first which realizes the full coverage of the intelligent network.Although it has made some achievements,many problems are still exposed.Further deepening the network transformation is the key to maintain a leading position in the competition.Based on the depth analysis of network transformation of SZ branch under the background of Internet finance,this paper focuses on the discussion on problems of network transformation of SZ branch and the causes leading to these issues.Relying on the related theories of commercial bank network transition and enlightenments of commercial banks at home and abroad,the article try to explore the way to deepen the transformation of SZ branch.Specifically,the paper expounds the background,significance and methods of this research,and reviews the research literature of network transformation at home and abroad.Secondly,it introduces related theories and deeply analyse the influence mechanism of Internet Finance on Commercial Banks,laying the theoretical foundation of the article.Furthermore,it combs the course and the ways of the network transformation of the SZ branch.It also analyses the effects of transformation and the experience and enlightenments.On this basis,the article focuses on the analysis of the existing problems and causes of these problems,and points out the shortcomings of SZ branch in the aspects of the usage of intelligent equipment,customers exploring,network performance,performance evaluation and risk management.Finally,the article puts forward detailed paths for the problems existing in SZ branch from five aspects,equipment function development,network marketing,network system,network characteristics and intelligent supporting mechanism.