MBA教育中心知识库

网点转型是一个老课题，但在不同时期有不同含义。银行业的竞争愈演愈烈，人们印象中固有的银行经营方式正在受到冲击，提升银行网点的获客能力及效能成为当前亟待解决的问题。在此背景下，多数商业银行开始了网点改造，改造的内容包含网点布局、人员调配以及机具布放等多个层面的内容。怎样实现网点转型，提升网点产能，助力商业银行业务发展，有效占据市场份额，是各家商业银行都非常重视的问题。在此要求之下，笔者所在的浦发银行兰州分行也结合自身实际对所辖的营业网点开始了转型升级，但是，网点转型不是一成不变的，需要根据内外部环境的转变不断优化。本文就是对浦发银行兰州分行网点转型优化的研究。

本文在查阅文献资料及结合实践的基础上，全面研究浦发银行兰州分行的网点转型优化。首先，本文在界定银行网点和网点转型概念，阐述公司核心竞争力理论、服务价值链理论、企业再造理论等理论的基础上，从已有转型方案、转型历程、取得的阶段性成果三个方面介绍浦发银行兰州分行网点转型的现状，运用ＳＷＯＴ分析、问卷调查、深度访谈等方法分析了现阶段网点转型中存在的问题及原因。其次，根据问题和原因的分析，设计网点转型优化方案，从网点转型的目标、原则，涉及的网点布局、客户管理、营销模式、智能化建设、人员配置等五个方面完善了转型的具体环节。最后，明确了网点转型的实施步骤，通过数智化中台建设，优化作业流程实现业务的集约化，从制度保障、人力资源保障、风险控制等方面保证优化方案的顺利实施，为网点转型提供有力支撑。

商业银行对营业网点的转型是适应金融环境发展的必然结果。笔者以浦发银行兰州分行的服务网点发展转型为具体研究分析目标对象，归纳总结服务网点发展转型的实践经验，为日后形成统一标准的转型模板提供了可参考的范式

Network transformation is an old topic, but it has different meanings in different periods. As the competition in the banking industry becomes more and more fierce, the inherent operation mode of banks in people's impression is being impacted. It is urgent to improve the customer acquisition ability and efficiency of bank outlets. In this context, most of the commercial banks began to reform the network, including the network layout, personnel deployment and machinery and tools layout. How to realize the network transformation, enhance the network capacity, help the commercial bank business development, effectively occupy the market share, is the commercial banks are extremely concerned about the problem. Under this premise, lanzhou Branch of Shanghai Pudong Development Bank, where the author works, has also begun to transform and upgrade its branches based on its own situation. However, the branch transformation is not constant and needs to be constantly optimized according to the changes of internal and external environment. This paper is a study on the network transformation and optimization of Lanzhou Branch of SPD Bank.

Based on literature review and practice, this paper comprehensively studies the network transformation and optimization of SPD Lanzhou Branch. First of all, based on the definition of bank branches and outlets transformation concept, this company's core competitiveness theory, service value chain theory, enterprise reengineering theory, and the theory of customer value theory, on the basis of the transformation from an existing scheme, transformation process, the phased achievements three aspects to introduce the present situation of Shanghai pudong development bank, lanzhou branch network transformation, SWOT analysis, questionnaire survey, in-depth interview and other methods are used to analyze the existing problems and reasons in the network transformation at this stage. Secondly, according to the analysis of the problems and causes, the optimization scheme of network transformation is designed to improve the specific links of the transformation from the objectives and principles of network transformation, network layout, customer management, marketing mode, intelligent construction, personnel allocation and other five aspects. Finally, it defines the implementation steps of the network transformation, optimizes the operation process to realize the intensification of the business through the construction of digital-intelligent center and Taiwan, ensures the smooth implementation of the optimization plan from the aspects of system guarantee, human resources guarantee and risk control, and provides strong support for the network transformation.

The transformation of commercial banks to business outlets is the inevitable result of adapting to the development of financial environment. The author takes the network transformation of Lanzhou Branch of Shanghai Pudong Development Bank as the specific research object, summarizes the experience of network transformation, and provides a reference paradigm for the formation of a unified standard transformation template in the future