Research On A Bank Bengbu Branch And Branch Outlets Transformation Optimization Strategy

Outlets are the first line of direct contact between commercial banks and bank customers.Due to the popularity of Internet finance and mobile payments,the bank-to-store rate has been drastically reduced,and the business volume of business outlets Significantly,the spectacular scenes of long queues in front of banks have rarely appeared.As city commercial banks,foreign banks and other competitors continue to join the market,traditional big banks are facing a large downturn in the operation of business outlets,the performance indicators of outlets are declining,the marketing difficulty of retail business products is greatly increased,and the original service level and In the hardware environment,relying on the traditional marketing model,that is,relying on the customer to take the initiative to go to the store to handle the business has been difficult to complete the performance indicators issued by the superior.Therefore,the transformation of outlets is the only way out.Bank A Bengbu branch began to explore the transformation of outlets in 2013,but from the development of outlets in the past five years,the branch transformation effect is not very satisfactory.Therefore,this paper studies and analyzes the current transformation pilot program of the branch,and considers the optimization of the scheme of the bank's branch transformation from the perspective of marketing theory.This paper firstly combs the related concepts and theories of bank branch transformation,and then expounds the overall situation and network overview of Bank A branch,and analyzes the necessity of the bank's branch transformation.Focusing on the current situation of the branch network transformation and the current program,the paper introduces and analyzes the problems in the process of transformation,including unreasonable layout of outlets,difficult maintenance of equipment,unreasonable performance distribution,and employee marketing.The enthusiasm and marketing level were disappointing,customer relationship management did not do well,production competitiveness is poor,and so on,and analyzing the reasons for the problems.Finally,combined with 6S management theory,market segmentation theory and customer relationship theory,this paper proposes an optimization solution for the branch transformation from three aspects: infrastructure upgrade,employee management,product service and innovation.