中国银行青岛地区网点选址策略研究

发布时间：2018-05-17 15:41

本文选题：中国银行 + 网点选址　；参考：《中国海洋大学》2013年硕士论文

【摘要】：近年来，随着金融业的不断发展，各家银行之间的竞争日益激烈，越来越多的银行通过建设便捷的服务渠道，实现金融产品与客户反馈的双向流动，从而提高网点效能、增强同业竞争力和影响力。渠道建设主要包括物理渠道、自助渠道与电子渠道三个方面，其中物理渠道作为银行向客户提供金融服务，销售金融产品的场所，其重要性不言而喻。因此，银行根据自身业务定位及发展目标，通过合理的选址策略细分市场、建设物理网点，对于银行树立品牌形象、发展业务并维护客户关系非常必要。商业银行对网点布局的优化是为了利用有限的网点资源，在市场竞争中占据有利地位，获取更高的市场份额。银行在综合规划布局之前，应对现有网点的数量、布局及业务发展情况进行综合评价，并分析现有布局中存在的问题。其次，需明确网点的目标定位，并在参考城市规划的基础上对城区进行片区分割，在片区内对不同目标定位的物理渠道和自助渠道进行综合优化调整。在具体选址的过程中，首先需综合考虑区域整体规划情况，城市的整体建设规划、经济重心转移以及区域的兴衰，都有可能对于网点的效能产生重要的影响；其次应考虑周边环境及客户资源，进行市场需求分析，根据客户资源情况考虑设置网点的类型以及可开办的业务种类；再者，综合考虑拟选择网点房的地理位置及营业环境、周边银行网点布局情况、房屋结构以及租金或房价等多方面的因素，从而得出该区域的该网点房是否适宜建设网点的一个综合性结论。在此基础上，运用德尔菲法对上述网点选址影响因素设置一定的权重和评分标准，通过对网点选址进行评价，并进行投入产出分析，确认选址的可行性。通过上述思路和方法，对于银行网点选址的过程和策略进行研究，文中以中国银行青岛X支行为例，通过对选址过程的分析及选址前后的业务发展情况对比，论证了该选址策略的科学性。同时，结合青岛市的整体规划和区域发展前景，对中国银行青岛地区的网点布局提出调整建议，以期通过对网点布局的优化，，发掘客户资源，夯实客户基础，提高中国银行网点的竞争力和效能。
[Abstract]:In recent years, with the continuous development of the financial industry, the competition among banks is becoming increasingly fierce. More and more banks realize the two-way flow of financial products and customer feedback through the construction of convenient service channels, thereby improving the effectiveness of the network. Enhance the competitiveness and influence of the industry. The channel construction mainly includes three aspects: physical channel, self-help channel and electronic channel, in which the physical channel is the place where banks provide financial services to customers and sell financial products, whose importance is self-evident. Therefore, it is necessary for banks to set up brand image, develop business and maintain customer relationship by subdividing market and constructing physical network according to their own business orientation and development goal. Commercial banks optimize the distribution of network in order to make use of limited network resources, occupy a favorable position in the market competition, and obtain a higher market share. Before the comprehensive planning and layout, the bank should evaluate the number, layout and business development of the existing network, and analyze the problems existing in the existing layout. Secondly, it is necessary to define the target location of the network, and on the basis of referring to the urban planning, divide the urban area, and optimize the physical channel and self-help channel of different target location in the area. In the process of site selection, it is necessary to consider the overall planning of the region, the overall construction planning of the city, the shift of the economic center of gravity and the rise and fall of the region, all of which may have an important impact on the effectiveness of the network. Secondly, we should consider the surrounding environment and customer resources, carry out market demand analysis, consider the type of network and the types of business that can be opened according to customer resource situation. Furthermore, we should consider comprehensively the geographical location and business environment of the house. There are many factors such as the distribution of bank outlets, the structure of houses, the rent or house price, and so on, and a comprehensive conclusion is drawn that whether the dotted houses in this area are suitable for the construction of branches. On this basis, the Delphi method is used to set up a certain weight and scoring standard for the influencing factors of the above site selection, and the feasibility of the site selection is confirmed by the evaluation of the site selection and the input-output analysis. Through the above ideas and methods, the paper studies the process and strategy of bank site selection, taking Qingdao X Branch of Bank of China as an example, through the analysis of location process and the comparison of business development before and after location selection. The scientific nature of the strategy is demonstrated. At the same time, combined with the overall planning and regional development prospects of Qingdao, the paper puts forward some suggestions to adjust the distribution of branches in Qingdao area of Bank of China, in order to optimize the distribution of outlets, explore customer resources, and consolidate the customer base. Improve the competitiveness and effectiveness of Bank of China outlets.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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