Study On Transformation Of Business Outlets Of H Bank

Business outlet is the main channel for banking services to customers and the main window for the distribution of the product.However,under the background of financial disinter-mediation,facing the increasingly diversified financial services demands from customers,achieving transformation of the main function from clearing to marketing services has become a realistic problem and also an important topic.Business outlet transformation is an overall and systematic project,involving business outlet layout adjustment and internal function partition,value evaluation and customer relationship management,business process re-engineering and performance evaluation,product innovation,marketing mode development,training and development of human resources etc.Due to the influence of historical and structural factors,compared with other commercial banks,the business outlet transformation of rural small and medium financial institutions face the problems of starting late,weak in strength,relative lag of the concepts,marketing system,business model,talent pool and other aspects,which seriously restricts the effective promotion of core competitiveness,and also sustained and healthy development of the business.After the reform from rural credit cooperative,rural cooperative bank to rural commercial bank,H bank is also facing enormous pressure of business outlet transformation and business development.The thesis takes H bank as the research sample,in the way of questionnaire survey,including customer demand survey and employee perception survey,and of mapping business outlet distribution network and functional zone.The thesis explores the problems on site layout,function zone,customer marketing,product portfolio,business process,and performance evaluation of H bank and rethinks the deep reason behind.And then,applying the application of DMAIC analysis method,the thesis finds the product and process to be improved and resources needed in business outlet transformation,determines difficulties,short comings and transition goal,and discover variables that affecting business outlets efficiency in the process of comparison and finding.On the basis of inter-bank experience,the thesis focuses on business outlet layout,function orientation,process design,performance evaluation and other aspects,and discusses path selection and scheme design on business outlet transformation of H Bank.