当下社会科技发展日新月异，互联网金融飞速发展，各种变化使得金融机构 间产生更加激烈的竞争局面。虽然一直以来，银行网点在服务质量与客户感知方 面存在或多或少瑕疵，但也不曾较大影响其成为对接客户的关键渠道。因此，通 过改变现有模式让客户拥有更上层的服务感受，提升客户满意度成为了众多银行 关注的重点。当今，网点智能化转型更需注入科技智能元素，支撑传统物理网点 的运营模式以及服务的创新。很多商业银行已开始网点改造升级，进而提高自身 竞争力。科技智能化元素的融入，关键是简化运营流程，进一步提升客户服务体 验，使得业务办理更加便捷以客户客户服务为中心，为客户提供快捷高效的服务， 从而粘性增加。 本篇论文主要利用文献研究法确定A银行南昌分行智能网点转型的方向和定 位，加之以调查法、案例研究法对其智能化转型问题进行剖析，最后探索出智能 化转型中的优化对策。具体来说，首先，通过对国内外商业银行网点智能化相关 文章资料进行查阅与归纳，总结出银行网点要想在互联网时代保持强有力地竞争， 并在激烈的竞争中处于有利地位，就必须要实行智能化转型，充分利用智能科技 手段为金融赋能。其次，文章对渠道管理、企业再造、客户管理等理论概念进行 了阐述，充实理论基础，为后续的章节打下结实基础。再次，对A银行南昌分行网 点进行智能化转型成效分析，同时通过现状调研得出智能化转型中存在的问题， 并逐一梳理问题。经由对国内外相关案例的分析，得到银行网点智能化转型成功 的关键举措及相关经验，并结合自身情况进行二次创新，运用到现实的案例中。 在此基础上，进一步明确智能化网点的改进思路及方向。最后，综和上述观点， 得出互联网时代银行智能化网点的转型发展措施，分别从优化网点功能布局、提 升客户体验、智能化功能升级、网点精准营销、等方面进行智能化转型部署，通 过理论和实践相结合地方法，研究其可行性。 本文的研究不仅可以作为A银行南昌分行网点智能化转型的理论依据，同时也 可以为其他商业银行的智能化转型提供参考，具有一定的研究价值。 关键词：智能化网点银行转型 Abstract Boostedbythecurrentwaveofsocializeddevelopment,Internetfinancehas achievedrapiddevelopment,leadingtoseriouscompetitioninthebankingindustry.As themainchannelforbankstoconnectwiththeclients,bankbrancheshavealwaysbeen flawedintermsofservicequalityandcustomerperception.Therefore,howtoprovide theclientswithbetterexperienceandimprovecustomersatisfactionhasbecomethe focusgreatlyconcernedbymajorbanks.Theoperationmodeoftraditionalbank branchesurgentlyneedstobeimproved,serviceinnovationalsoneedstobeimproved, andthetransformationrequiresthesupportoftechnologyandintelligence.Atthe currentstage,manycommercialbankshavealreadyintelligentlytransformedtheir branchesandintegratedmoreintelligentelementsintotheiroperationduringthe financialcompetitionwithotherbanks,soastoenhancetheircompetitiveness.The mainpurposeoftheintegrationofintelligentelementsistoimprovetheservice experience,simplifytheserviceprocess,makethebusinessmorehuman-oriented,and bringintoplaytheadvantagesoffinancialtechnologyinnovation,whichnotonlycan improvetheserviceefficiencyandeffectivelyreducetheservicetime,butalsocan provideclientswithmorevalue-addedservices.Clientsreceivefastandefficient servicesatthebankbranches,andsincetheserviceexperienceisenhanced,customer stickinessgetsstrengthened.Basedonthis,banksplanningtoconduct intelligentization-orientedtransformationcanimprovethecustomerservicemechanism andcreateacustomer-orientedintelligentservicenetwork. Firstofall,thepaperconductedanin-depthanalysisofthecurrentsituationof bankbranches,includingthestageofbankbranchesandthedifficultiesencounteredin theprocessoftransformation,andcarriedoutacasestudyofaCCBbranchinChengdu basedontheauthor’spersonalworkexperience.Throughanalysis,itwasfoundthatthis CCBbranchinChengduhasthefollowingdefects:Intelligentizationofdomesticand foreigncommercialbanks,itwasconcludedthatintelligentization-oriented transformationisamustofbanksanticipatetomaintainstrongcompetitivenessandto beinafavorablepositioninthefiercecompetitionintheInternetera.Secondly, theoreticalconceptssuchaschannelmanagement,enterprisereengineering,customer managementandnewnetworksystemwereexpoundedtoenrichthetheoretical foundation,layingasolidfoundationforthesubsequentchapters.Thirdly,ananalysisof theeffectivenessofintelligentization-orientedtransformationwascarriedoutwitha branchofAasacase.Besides,theproblemsexistingintheintelligentization-oriented transformationwereobtainedthroughaninvestigationofthecurrentsituation,and analysisedthemonebyone.Byanalyzingrelevantcasesathomeandabroad,thekey measuresandrelevantexperienceofthesuccessfultransformationofbankbranches wereobtained.Asecondaryinnovationwasthenconductedonthesemeasuresand experiencebasedonthepracticalsituationinChinasoastoapplythemtoreal-lifecases. Onthisbasis,theimprovementideasanddirectionsofintelligentbankbrancheswere furtherclarified.Intheend,basedontheviewpointsproposedintheabovechapters,the transformationanddevelopmentmeasuresofintelligentbankbranchesinthe“Internet +”erawereobtained.Moreover,withaCCBbranchinChengduasthecase,strategic deploymentofintelligentization-orientedtransformationwasmadeinvariousaspects, e.g.positioningthemarket,optimizingthelayoutofbankbranches,enhancingthe customerexperience,makingservicesinformationalizedandmobile,strivingfor precisionmarketingaswellasonlineandofflinelinkage.Thefeasibilityof intelligentization-orientedtransformationwasstudiedthroughacombinationoftheory andpractice.Inaddition,aseriesofsafeguardmeasureswereproposedtoensurethe intelligentization-orientedtransformationofbankbranchestobesmoothlycarriedout. Servingasatheoreticalbasisfortheintelligentization-orientedtransformationof theCCBbranchinChengduandprovidingreferencefortheintelligentization-oriented transformationofothercommercialbanks,thisstudyisofcertainresearchvalue. Keywords:Bankbranches;Intelligentization-orientedtransformation 目录 1.绪论...............................................................................................................................1 1.1研究背景及意义.................................................................................................1 1.1.1研究背景.................................................................................................1 1.1.2研究意义.................................................................................................2 1.2国内外研究现状.................................................................................................2 1.2.1国外研究现状.........................................................................................2 1.2.2国内研究现状.........................................................................................4 1.2.3研究评述.................................................................................................6 1.3研究内容及框架.................................................................................................6 1.4研究方法.............................................................................................................8 2.相关理论概述...............................................................................................................9 2.1智能化转型的概念.............................................................................................9 2.2主要内涵.............................................................................................................9 2.2.1客户结构调整.......................................................................................9 2.2.2.营销模式转变.......................................................................................9 2.2.3重视IT系统支持...................................................................................9 2.3渠道管理理论...................................................................................................10 2.3.1理论定义...............................................................................................10 2.3.2主要内涵...............................................................................................10 2.4企业再造理论...................................................................................................10 2.4.1理论定义...............................................................................................10 2.4.2主要内涵..........