摘 要

近年来,我国商业银行数量不断增长,商业银行之间的竞争进入白热化阶段。由于

金融产品的差异化已不复存在,渠道的竞争成为影响成败的一个关键因素。物理网点作

为最主要的银行渠道,是最基础的分销机构,面临着从交易型网点向利润中心转型的必

然趋势。“得渠道者得天下”是目前商业银行间广泛达成的共识。

如何能打造竞争力强、利润贡献高的网点渠道,是关系到银行在市场竞争中夺取优

势的关键。本文主要研究的就是如何通过网点转型来提升网点竞争力的问题。本文主要

沿着“提出问题——分析问题——解决问题”的研究思路,以G银行辽宁省分行为主要

研究对象,首先,研究了国内外在网点转型领域的成熟理论,论证了网点的作用和网点

转型的内涵及意义,提出了本文主要研究的问题和方向;其次,通过对比分析的方法,

简述了 G银行辽宁省分行网点的主要业绩指标在其系统内的排位情况,明晰了其网点效

能低下的现状,并重点分析了其网点效能低下的主要表现及原因;最后,针对G银行辽

宁省分行网点存在的主要问题,本着从解决实际问题出发、解决具体问题的原则,确定

了 “以客户为中心、提升服务质量、提升运营效率、突出人员转型和优化网点管理”的

总体思路,主要从四个大的方面有的放矢地为G银行辽宁省分行制定网点转型的方案:

功能上打造“金融超市”、服务上将“标准化服务销售流程”与“差异化服务”相结合、

人员上解放人力下沉网点投入营销、管理上建立科学的网点管理和考核机制,最后提出

了保障方案落地的必要措施。

本文的目的在于通过网点转型的方案的研究,为G银行辽宁省分行提升物理网点的

竞争力和网点盈利能力提供理论指导和支持,将传统物理网点打造成“营销中心”和“利

润中心”。同时也希望本文的研究内容,能对同等规模的银行网点提升效能提供有效的

指导与支持。

关键词:商业银行;网点转型;竞争力提升;G银行辽宁省分行

I

G银行辽'P省分行网点转型方茉研究

The Research On Branch Transformation Scheme Of G Bank Liaoning

Branch

Abstract

In recent years, the quantity of domestic commercial banks roars in a surprisingly speed,

which directly cause the fierce competition between them. Since there are no huge differences

in financial products among different banks, the competition in bank channel came into a key

factor. Bank branch is the most fundamental distribution spot,which serves as the primary bank

channel. Since it's already common sense that “who wins in channel, who wins all,,,it is

irreversible trend that bank branches transform from operation center” to “profit center.

Bank branches are facing the serious situation that how to be more competitive and

profitable, which directly relates to the performance in competition. This paper is mainly about

the solution to promote branch competitiveness by performing branch transformation.

Following the route “questioning, analyzing and resolving”,this paper focuses on branch

transformation scheme of G bank Liaoning Branch. Firstly, domestic and foreign existed theory

in field “branch transformation has been studied. It's been clarified that how much it means to

perform branch transformation. Secondly, a series number of key performance index of

branches has been listed. By comparing with other branches in G bank system, the low

efficiency of branches belonging to G bank Liaoning branch is obvious, which is caused by

several main shortcomings. Finally, with solving practical problem as key principle, the

general idea of the transformation scheme has been decided as client first, service promotion,

promotion in efficiency of operation, employee transformation and optimization of

management. The transformation scheme focuses on four main aspects: building financial

supermarkets, combination of “service sop,,and service differentiation, releasing work labor

into marketing and optimization of branch management. Also, the guaranteeing measures of

performing transformation scheme have been emphasized.

By researching on branch transformation scheme,the major target of this paper is to

provide theory supporting for G bank Liaoning branch to promote branch competitiveness and

profitability. Branches are supposed to become “marketing center' and “profit center. It is

hoped that the research of this paper will benefit similar bank branches too.

Key Words : Commercial Bank; Bank Branch Transformation; Promotion of

Competitiveness; G bank Liaoning Branch

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