农业银行广丰县支行网点转型研究

发布时间：2019-06-07 07:50

【摘要】：伴随经济社会的不断向前发展,国际经济一体化的速度也在加快,银行也在加快业务创新,立足国内,布局海外。随着国家政策的放开,市场金融的需求增多,股份制商业银行发展迅速,地方性商业银行也加入到竞争中,更有以产品和服务著称的外资银行入驻,五大国有商业银行面临的竞争越来越激烈,可谓内忧外患,曾经一统天下的局面早已被打破,特别是2014年筹建的三家民营银行获得银监会批复同意,开创了银行业的一个新时代,商业银行同业竞争越来越激烈,特别是以支付宝、财付通为代表的互联网金融的加入,让银行的竞争变得白热化。各家银行都努力发展创新,不断提高自己的市场竞争力。营业网点作为客户办理业务的主要场所,其作用和地位非常重要,主要是为了服务客户和维护客户。目前各商业银行最关心的是如何更好更快的提升营业网点竞争力。商业银行网点转型应该是网点业务功能和经营管理的全面转型。一方面,网点的业务功能应由核算交易主导型向营销服务主导型转变,逐步完成由传统低附加值网点到现代高附加值网点的质变。另一方面,新型网点既要学会把握市场动态,又应善于赢得客户信赖。区别于传统的交易核算型网点,现代的营销服务型网点必须树立“以客户为中心,以市场为导向”的经营理念,为客户提供更加细分、个性化、多元化和专业化的产品组合和服务,提升网点的运营效率和客户满意度,增加销售,提升银行业利润,从而全面提升银行网点的竞争能力和价值创造能力。在市场竞争日趋激烈的情况下,国内越来越多的商业银行已经提前布局,开启了网点转变服务理念、转变经营模式的探索之路,银行网点转型是国内商业银行发展的必经之路,也是商业银行发展创新的重点策略之一。商业银行正通过网点转型,不断寻找新的价值增长点,提升风险防控能力,提高服务质量,全面提升经营业绩,提升网点品质。实现经营模式的成功转型和网点改革的最终胜利。本文通过比较分析法、文献资料研究法、案例分析法等,通过对相关理论进行研究分析,阐述了广丰农行在网点转型中存在的问题,总结出了一套适合广丰农行网点转型发展的方案,该方案对于其他银行网点转型发展也具有一定的参考价值。
[Abstract]:With the continuous development of economy and society, the speed of international economic integration is also accelerating, banks are also speeding up business innovation, based on domestic, layout overseas. With the liberalization of national policies, the demand for market finance has increased, joint-stock commercial banks have developed rapidly, local commercial banks have also joined the competition, and foreign banks, which are famous for their products and services, have entered. The competition faced by the five major state-owned commercial banks is becoming more and more fierce, which can be described as internal and external problems. The situation that once dominated the world has long been broken. In particular, the three private banks to be built in 2014 were approved by the CBRC. It has ushered in a new era of banking, and the competition among commercial banks is becoming more and more fierce, especially the addition of Internet finance represented by Alipay and Tenpay, which makes the competition among banks become hot and white. Banks strive to develop innovation and constantly improve their market competitiveness. As the main place for customers to deal with business, the role and position of business outlets is very important, mainly to serve and maintain customers. At present, commercial banks are most concerned about how to improve the competitiveness of business outlets more quickly. The network transformation of commercial banks should be the overall transformation of network business function and management. On the one hand, the business function of the network should be changed from the accounting transaction leading type to the marketing service leading type, and the qualitative change from the traditional low value added network to the modern high added value network should be completed step by step. On the other hand, the new network should not only learn to grasp the market dynamics, but also be good at winning the trust of customers. Different from the traditional transaction accounting network, the modern marketing service network must establish the business concept of "customer-centered, market-oriented", so as to provide customers with more subdivision and individualization. Diversified and professional product mix and service, improve the operational efficiency and customer satisfaction of the network, increase sales, enhance banking profits, so as to enhance the competitiveness and value creation ability of the bank network in an all-round way. In the case of increasingly fierce market competition, more and more domestic commercial banks have arranged ahead of time, opening the way to change the service concept of the network and change the business model. The transformation of the bank network is the only way for the development of domestic commercial banks. It is also one of the key strategies for the development and innovation of commercial banks. Through the network transformation, commercial banks are constantly looking for new value growth points, enhance risk prevention and control ability, improve service quality, improve business performance, improve network quality. Realize the successful transformation of the business model and the final victory of the network reform. Through the comparative analysis method, the literature research method, the case analysis method and so on, this paper expounds the problems existing in the network transformation of Guangfeng Agricultural Bank through the research and analysis of the relevant theories. This paper summarizes a set of schemes suitable for the transformation and development of Guangfeng Agricultural Bank, which also has certain reference value for the transformation and development of other bank outlets.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33

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