商业银行对公营业网点转型研究

发布时间：2018-01-15 18:38

本文关键词：商业银行对公营业网点转型研究　出处：《昆明理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国金融市场的开放,金融环境和社会技术发生了深刻的变化,商业银行目前面临的重重挑战有逐渐加剧之势。为了从容应对银行业内、外部挑战,在同业竞争中抢占一席之地,近年来,越来越多的银行已逐渐改变经营思路,将主攻目标放到了对公金融市场,就网点对公业务这一重点业务板块进行了各种努力和尝试。而营业网点作为发展金融业务的主战场和主渠道,如何有效发挥其作用引起了各商业银行的极大关注,对公业务因其高附加值等一系列优势成为了现代商业银行对公营业网点转型关注的焦点。对公营业网点转型是一次以提升网点综合效能为目的的变革过程。要有效开展网点转型,提升网点效能,有必要就银行对公网点流程进行一次彻底的再思考、再设计,使对公营业网点由核算型向服务营销型、效益创造型转变。通过提高对公柜面营销和信息收集,提升对公前台柜员价值贡献度、服务水平及客户满意度,提升网点综合效能,从而推动对公网点全面转型。论文试图就目前商业银行对公营业网点转型流程现状进行深入剖析,并结合C银行较为成熟的对公营业网点转型流程模式,就银行对公营业网点转型进行研究,以期对我国商业银行的对公营业网点转型提供借鉴和参考。本论文理论分析和案例分析相结合,将战略管理、渠道管理理论同国内外银行网点转型模式结合起来,并引入C银行案例进行分析,得出商业银行对公营业网点转型的基本模式。同时,将国内外商业银行对公营业网点与同业相比较,分析优劣势,总结国内外成功的对公营业网点转型的经验,探索更加适合商业银行对公网点转型的流程改造思路及策略。本文主要工作在于就银行对公营业网点转型的实施步骤进行了一般性的提炼和阐述,具有普适性；结合C银行案例提出了具体措施及与之配套的支撑体系,具有可操作性。本文具体内容如下：首先介绍商业银行对公营业网点现状及存在问题,阐述了对公营业网点转型的必要性,对商业银行实施对公网点转型的理论依据进行了简要介绍。然后,通过对国外商业银行在转型方面的成功模式和成熟经验进行梳理分析,提出商业银行对公营业网点转型的基本策略。接着,提出对公网点转型的总体思路。最后,结合C银行对公网点转型实际,引入企业管理中的SWOT分析矩阵作为理论支撑,对C银行对公网点转型进行了分析和再设计,总结出了C银行对公网点转型中,从物理建设规划、业务流程到考核支撑机制的对公网点转型评价标准。本文分析认为：对公营业网点转型应把传统意义上的简单交易型网点,逐步转型成为销售服务型网点,完善对全功能型网点的定义,最终实现拥有各行特色的差异化服务模式。一是促使对公营业网点从以管辖行为中心逐步转型为以客户为中心,提升网点自身的市场需求敏感度,更加重视丰富产品功能并提升服务品质；二是促使对公营业网点从外延辐散式发展逐步转型为以提升效能为主线,实现资产、负债业务结构的合理化及动态平衡：三是促使对公营业网点由过去分散的经营管理模式逐步转型为一点激活,全程响应的直管式管理模式,扁平化管理、集约化经营。
[Abstract]:With the opening of financial market in our country , financial environment and social technology have changed deeply , commercial banks are facing serious challenges . In recent years , more and more banks have gradually changed their management ideas . This paper tries to analyze the current situation of the transformation process of the commercial banks in China , and combine with the mature model of the transformation process of the Bank ' s business network , so as to provide reference and reference for the transformation of the public outlets of the commercial banks . The paper analyzes the advantages and disadvantages of the transformation of the public outlets at home and abroad . This paper first introduces the present situation and existing problems of the commercial banks to the public outlets , expounds the necessity of the transformation of the public outlets and gives a brief introduction to the theoretical basis of the transformation of the public outlets of commercial banks . Finally , through the analysis and redesign of the transformation of the public outlets of the commercial banks , this paper analyzes and redesigns the transformation of the public outlets of the C - bank , and summarizes the transformation evaluation standards of the C - bank in the transformation of the public network , from the physical construction planning , the business process to the assessment support mechanism . In this paper , it is concluded that the transformation of public outlets should transform the traditional simple transaction network into a sales service network , perfect the definition of the full function network , and finally realize the differentiated service mode with different characteristics . One is to promote the transformation of the public outlets from the central to the customer as the center , to improve the market demand sensitivity of the network points themselves , to improve the rationalization and dynamic balance of the assets and liabilities business structure .

【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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