【作者】 杨森；

【导师】 徐涛；

【作者基本信息】 山东大学 ， 项目管理（专业学位）， 2015， 硕士

【副题名】以某银行为例

【摘要】 银行网点的数量和质量能体现出一家银行的竞争力。基层行的竞争能力则又是银行综合竞争力的重要标志。总行各方面的经营指标大多都需要通过基层网点来完成,基层行也面临着巨大的业务压力。同时,基层行也是直接面对客户的窗口,银行的形象都需要通过基层行的服务来体现。当前,互联网金融、金融脱媒和利率市场化大大改变了银行业特别是基层网点的生存状态。2015年2月我国首家获准开业的民营银行——深证前海微众银行第一笔网络贷款的发放,这家银行在不设立物理网点和柜台的前提下,采取了纯网络的方式开展传统银行的业务。这种银行经营方式的转变不禁让人思考国内高达20万家的银行物理网点未来应该如何转型与发展。从发达国家银行业发展的经验来看,物理网点经营走下坡路,银行物理网点的改革和转型已经成为一个趋势性现象。有人甚至断言,银行的物理网点的功能将大大弱化,甚至成为银行的包袱。当然,这种观点过于悲观。但却道出了银行网点转型的现实压力。更为重要的是,银行网点不仅要生存下去,而且还要大大提升效率,提升对银行业绩的贡献率。在国内商业银行网点转型浪潮的背景下,某银行也积极的开展网点转型,通过加快业务流程再造、网点定位差异化、完善网点功能分区等措施取得了一定的成果,促进了零售业务的进一步发展。但是,在网点转型过程也存在一些问题,特别是全国商业银行面临的共性问题,如产品同质化、营销渠道相同、缺乏产品创新等制约了零售业务和网点转型的发展。本文以某银行个案为例探讨我国商业银行基于零售业务战略的网点转型问题,探讨网点转型方案和对策,帮助促进某银行网点转型的优化,提升零售业务销售额,提升某银行的竞争力。以个案引出问题,从共性的角度分析对策和建议,也能够为其他银行基于零售业务战略的网点转型提供参考和借鉴,以促进我国商业银行网点转型,优化我国金融业的发展。更多还原

【Abstract】 The quantities and quality of bank branches reflect the competitiveness of a bank, and the competitiveness of basic branches is an important sign of the whole bank. Most of the business indicators and targets made by the Head Office are completed by basic branches, also they are faced with enormous pressure. At the same time, basic branches are windows directly to clients, and directly reflect the image of the whole bank.At present, The Internet Finance, Financial Disintermediation and Interest rate liberalization have changed the survival state of banks especially basic branches. In February 2015, the first private bank-WeBank issued its first internet loan, which has no physical branches and develops its business completely based on internet. This kind of development force us to consider how our 200 throusand physical branches should transform and develop. From the experience of developed country banking industry, the reform and transition of physical branches has become a general trend. Some people even assert that the function of physical branches will be greatly weakened, and will become a burden of the bank. Of course, this is too pessimistic, but it points out the transition pressure of bank branches. More importantly, bank branch must not only survive, but also greatly improve efficiency, increase of the contribution to the Head Office.Under the background of transition of bank branches, Bank A has also carried out a few measures for its own transition,for example, speeding up business progressing, branches positioning Differentiation, perfecting the function fivision, and has made a certain achievement. But in the course of transition, there are also some problems, especially common problems, such as products homogeneity, similar marketing channels, lacking of innovation, which restrict the development of retail business and the transition of bank branches. This paper researches the strategytransition of commercial banks in our contury based on the retail business, studies the transition schemes and measures to help to promote the transition of bank branches and retail business sales, and also to enhance the competitiveness of banks. And from this one case, we can give advice to other banks for their own transition of branches and optimize the development of financial industry in our country.更多还原