随着我国利率市场化进程的不断深入、互联网金融的飞速发展,商业银行

经营环境发生了巨大的变化,传统的盈利模式难以延续,迫使商业银行转变发

展战略,改变原有以公司业务为主要利润来源的发展模式,重新审视零售业务

市场定位,开拓新的利润增长点。然而,受制于银行零售业务激增和网点运营

成本攀升,导致目前营业网点排队现象严重,客户期望和实际体验不一致,具体

表现为客户丧失对银行的忠诚度、网点客户流量的下降等,严重制约营业网点

做为主获客户渠道和销售渠道作用的发挥,造成银行利润及网点运营竞争力削

弱等现象。因此,要求银行网点转变市场定位,从传统支付交易型成本中心”

转向灵活提供金融服务和产品销售的“销售服务型利润中心”。

本文综合运用管理学、系统论、经济学中的相关理论,首先,从网点转型

的概念及其必要性出发,对国内商业银行营业网点转型问题进行了剖析,详细

介绍了网点转型的内涵、意义及要求;其次,结合ZX银行郑州分行的经营发展

状况以及现有网点存在的问题分析了网点转型的必要性;论文的第三部分,提

出了ZX银行郑州分行营业网点转型的方案,重新规划了网点的物理功能分区,

构建了合理的硬件环境部局。同时,通过从营业网点岗位设置、业务流程管理、

客户管理、绩效考核等方面,提出了ZX银行郑州分行营业网点的转型方案,通

过网点软硬件环境的转变,服务流程的再造,资源的整合,全面提升银行网点

综合竞争力。最后,提出了网点转型实施的保障措施,以促进网点转型方案的

顺利实施。

关键词:商业银行;网点转型;方案设计

I

Abstract

Unceasingly, With the rapid development of china's market interest process and

the internet finance,a great changes have been taken place in the business

environment of commercial bank。Undoubtedly,The traditional profit model is

difficult to keep going on,under tiiis case,the commercial bank is forced to adapt the

development strategy to circumstance of market, and change the development

patterns from traditional profit model,which mainly dominated by the savings and

loan business, to the modern one。 It is very necessary to re-examine positioning of

the retail business market and develop a new profits growth point under the new

modem profit model. But, owing to fast growing of the retail banking business and

the costs in the outlets operating, the queuing phenomenon and the discrepancy of

expectant and actual experience have become a really serious problem to commercial

banks. To be specific,the loyalty is cutting down to commercial banks among

customers, and the customer is flowing away,and so on. Those situation

above-mentioned produce a bad effect on bank outlets which are the main channels to

increase clients and sales to the bank, such as competitiveness declined on the aspect

of bank profit- Therefor,the market positioning strategy of commercial bank ought to

be changed. On otiier words,the modern profit model,providing financial service and

products sale, that is based on sales and services must take the place of the traditional

profit model which keeps a watchful eye on the savings and loan business-

This paper is based on the integrated use of finance, management, system theory

and the economics of the related economic management theory. Firstly, with the

starting point of the concept and necessity of transformation of banking outlets,Fd

like to analyze the universal situation on transformation of banking outlets

nationwide, Meanwhile, Fll refer to the concepts、significance and requests concerned

about- Secondly, it is mainly to demonstrate the necessity to transformation of

banking outlets. In order to make it, Fll take the current situation and potential

problem of Business development of ZX Bank into consideration .Thirdly,