河南农行零售网点经营转型路径研究

发布时间：2019-01-29 20:21

【摘要】：随着银行业的不断发展和创新，零售银行业务已逐渐成为商业银行业务的重要组成部分。著名咨询机构麦肯锡公司最新预测中国零售银行业务在未来十年内将在银行业收入和利润中占有更高的比例。经营环境的巨大变化对国内银行零售网点提出了更高要求，但由于前期国内银行前期网点转型工作更多体现在网点布局优化、功能分区、渠道整合等硬转型上，在网点资源配置、机制创新、绩效管理、服务文化等软转型上的问题尚未触及，在一定程度上制约着网点核心竞争力的提升。为此，深化零售网点经营转型已成为银行零售业务发展的新课题。为了提升网点的软实力，进而有效提升河南农行网点的核心竞争力与可持续发展能力，河南农行深刻领会网点转型的实质与内涵，在系统内全面深化零售网点经营转型。本文研究的目的旨在通过对河南农行零售网点经营管理现状的剖析，就其所存在的问题和弊端进行深入研究，，借鉴国内外零售网点成功转型经验，从而提出具有可操作性的网点转型路径。本文通过运用文献分析、系统分析等方法，首先引述了国内外银行网点转型相关理论；其次研究当前河南农行零售网点经营现状，分析了河南农行零售网点经营存在的主要问题；然后对近年来国内外网点转型相关经验进行了分析和借鉴；最终在综合分析的基础上结合河南农行零售网点转型目标，提出应从完善个人金融产品营销支持体系、统一网点环境形象，建设多层次营销队伍、优化服务品质和增值服务能力等来推动网点经营的路径。
[Abstract]:With the development and innovation of banking, retail banking has become an important part of commercial banking business. McKinsey, a leading consultancy, has forecast that retail banking in China will account for a larger proportion of banking revenues and profits over the next decade. The enormous changes in the operating environment have put forward higher requirements for domestic banks' retail outlets. However, due to the early stage of domestic banks' pre-banking network transformation work more reflected in the network layout optimization, functional partition, channel integration and other hard transformation, In the network resource allocation, mechanism innovation, performance management, service culture and other soft transformation issues have not been touched, to a certain extent, restricting the promotion of the core competitiveness of the network. Therefore, deepening the transformation of retail outlets has become a new topic for the development of banking retail business. In order to enhance the soft power of the network and effectively enhance the core competitiveness and sustainable development ability of the agricultural bank of Henan province, Agricultural Bank of Henan deeply understands the essence and connotation of the transformation of the network, and deepens the transformation of the retail network management in the system. The purpose of this paper is to analyze the present situation of the retail network management of Agricultural Bank of Henan Province, to study its problems and drawbacks, and to draw lessons from the successful transformation experience of the retail outlets at home and abroad. In order to put forward an operational network transformation path. Through literature analysis, systematic analysis and other methods, this paper first quoted the relevant theories of bank network transformation at home and abroad; Secondly, the paper studies the current situation of Agricultural Bank of Henan's retail network management, analyzes the main problems of Henan Agricultural Bank's retail network management, and then analyzes and draws lessons from the relevant experience of domestic and foreign network transformation in recent years. Finally, on the basis of comprehensive analysis, combining with the transformation target of Henan Agricultural Bank retail network, the author puts forward that we should improve the marketing support system of individual financial products, unify the environmental image of the network, and build a multi-level marketing team. Optimize service quality and value-added service ability to promote network operation path.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

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