：随着金融脱媒时代的到来以及利率市场化的推进，我国传统 商业银行在盈利能力、运营模式和市场规模等方面正面临着严峻的 挑战。近年来，互联网金融的蓬勃发展和电子商务的异军突起更是 给传统银行业造成了前所未有的冲击。交通银行广东省分行本部是 总行省属一级分行，辖内网点数众多，客户资源雄厚。但近几年来， 受外部金融环境的影响，发展速度持续放缓，导致盈利水平逐年下 降，故网点转型势在必行。而金融产品中收减少、网点运营效率不 高、网点布局不合理、缺乏网点自身特色、人员营销能力参差、客 户满意度提升缓慢以及考核机制不完善等问题的显现，均极大地阻 碍了该行升级转型的步伐。为此，结合有关网点实际，通过对其网 点的分布设置、功能定位以及市场竞争力等情况予以分析，提出当 前网点转型需朝着社区化、体验化、智能化以及轻型化等方向发展， 也只能通过升级转型才能实现网点经营效益的持续增长。基于此， 本文展开系统的研究，通过深入地分析交通银行广东省分行网点现 有的业务竞争优势，以及面临的外部挑战与威胁，和目前运营管理 策略、市场未来发展的机遇等问题，通过既有经验与总行可用资源 情况研究得到转型方案，结合具体的走访调研所获的一手反馈材料 和实证内容形成系统化的研究体系，以得到最终的研究结果。 本次研究内容可以分为六个部分：第一部分是对绪论的介绍，就 本文写作的背景及意义做了阐述，分别介绍了本次研究中采取的思路 II 和方法，对国内外做出的研究开展了分析，并做出综述；第二部分则 对商业银行网点的转型定义做了解释，着重介绍了相关理论基础，包 括科特勒营销管理理论、服务价值链理论和核心竞争力理论；在第三 部分中，针对交通银行广东省分行经营网点的转型现状进行分析，详 细介绍交通银行广东省分行网点发展概况，说明了交通银行网点转型 的背景与动因；第四部分阐述了交通银行广东省分行网点转型具体过 程和相关措施，揭示其在转型过程中所遇到的问题，同时分析不足之 处的原因；第五部分，结合自身网点发展特征和其他商业银行网点转 型的成功经验，探索出适用于交通银行广东省分行网点转型发展的相 关对策，并分析其实用性和可操作性；第六部分，结论与展望，阐述 交通银行广东省分行网点转型发展的趋势和方向，并对今后网点的高 效综合发展做出展望。 关键词：交通银行；网点转型；互联网金融；智慧银行 III ResearchontheCountermeasuresfortheTransformation andDevelopmentoftheBankofGuangdongBranchof BankofCommunications TANSIJIAN(BusinessAdministration) DirectedbyZHANGLI Abstract:Withtheadventofthefinancialdisintermediationeraandthe advancementofinterestratemarketization,China'straditional commercialbanksarefacingseverechallengesintermsofprofitability, operationmodeandmarketsize.Inrecentyears,thebooming developmentofInternetfinanceandtheemergenceofe-commercehave createdanunprecedentedimpactonthetraditionalbankingindustry.The branchofficeoftheBankofCommunicationsinGuangdongProvinceis theprovincial-levelbranchoftheheadoffice.Ithasalargenumberof intranetbranchesandstrongcustomerresources.However,inrecent years,duetotheinfluenceoftheexternalfinancialenvironment,the developmentratehascontinuedtoslowdown,resultinginadeclinein profitabilityyearbyyear.Therefore,thetransformationofoutletsis imperative.Thereductionoffinancialproducts,theinefficientoperation ofoutlets,theunreasonablelayoutofoutlets,thelackofoutlets'own characteristics,theunevenmarketingabilityofpersonnel,theslow improvementofcustomersatisfactionandtheimperfectassessment mechanismhavegreatlyhinderedthebank.Upgradethepaceof transformation.Tothisend,combinedwiththeactualsituationofthe relevantoutlets,throughtheanalysisofthedistribution,function positioningandmarketcompetitivenessofitsoutlets,itisproposedthat thecurrentnetworktransformationneedstobedevelopedinthedirection IV ofcommunity,experience,intelligenceandlightweight.Onlythrough upgradingandtransformationcanweachievecontinuousgrowthinthe operatingefficiencyofoutlets.Basedonthis,thispaperdevelops systematicresearch,throughin-depthanalysisoftheexistingbusiness competitiveadvantagesofBankofCommunicationsGuangDongBranch, aswellasexternalchallengesandthreats,andcurrentoperational managementstrategies,opportunitiesforfuturemarketdevelopment,etc. Theexperienceandtheresourcesavailablefortheresearchofthehead officeweretransformedintoatransformationplan,andasystematic researchsystemwasformedbycombiningthefirst-handfeedback materialsandempiricalcontentobtainedfromthespecificsurveysto obtainthefinalresearchresults. Thecontentofthisstudycanbedividedintosixparts:Thefirstpart istheintroductionoftheintroduction,expoundsthebackgroundand significanceofthewriting,andintroducestheideasandmethodsadopted inthisstudy.Theanalysiswascarriedoutandanoverviewwasmade. Thesecondpartexplainedthedefinitionofthetransformationof commercialbankoutlets,andintroducedtherelevanttheoretical foundations,includingKotler'smarketingmanagementtheory,service valuechaintheoryandcorecompetitivenesstheory.Inthethirdpart,the paperanalyzesthetransformationstatusofthebranchofficesofBankof CommunicationsGuangDongBranch,andintroducesthedevelopmentof thebranchesofBankofCommunicationsinGuangdongProvincein detail,andexplainsthebackgroundandmotivationofthetransformation ofBankofCommunications.Thefourthpartdescribesthebranchof BankofCommunicationsGuangDongBranch.Transformthespecific processandrelatedmeasurestorevealtheproblemsencounteredinthe processoftransformation,andanalyzethereasonsfortheinadequacies; thefifthpart,combinedwiththedevelopmentcharacteristicsofitsown V networkandthesuccessfulexperienceofothercommercialbankoutlets, explorestheapplicationTherelevantcountermeasuresforthe transformationanddevelopmentofthebranchofBankof CommunicationsGuangDongBranch,andanalyzeitsVersatilityand maneuverability;PartVI,theconclusionsandprospects,trendsand directionssetforthinBankofGuangDongbranchnetworkrestructuring anddevelopment,andtomakeefficientandcomprehensiveoutlookof thefuturedevelopmentofoutlets. Keywords:BankofCommunicationsbranchtransformation internetfinanceSmartbank VII 目录 摘要..........................................................................................................I Abstract....................................................................................................III 第１章绪论...........................................................................................1 1.1研究背景.....................................................................................1 1.2研究意义.....................................................................................2 1.3文献综述.....................................................................................3 1.3.1对新环境下网点转型发展的必要性研究.......................3 1.3.2对商业银行网点转型过程中所遇到的问题和对策的研 究....................................................................................................5 1.3.3对国内外商业银行网点转型成功案例和借鉴意义的研 究....................................................................................................6 1.3.4对网点转型发展的主要途径和创新思路的研究...........8 1.3.5文献述评.........................................................................10 1.4研究框架与方法.......................................................................11 1.4.1研究框架..........................................................................11 1.4.2研究方法..........................................................................11 1.5本文研究成果...........................................................................12 第2章网点转型发展相关概念与理论基础....................................13 2.1相关概念综述...........................................................................13 2.1.1银行网点.........................................................................13 VIII 2.1.2互联网金融.....................................................................14 2.1.3互联网金融与银行网点比较分析.................................15 2.2理论基础...................................................................................16 2.2.1科特勒营销管理理论.....................................................16 2.2.2服务价值链理论.............................................................16 2.2.3核心竞争力理论.............................................................17 第3章交通银行广东省分行网点转型现状分析............................19 3.1交通银行广东省分行网点转型背