MBA教育中心知识库

银行网点既是银行对外服务的窗口，也是加强和客户深入沟通的重要平台。基于信息化时代背景下，银行业之间的竞争将变得愈加激烈，手机银行、智能化柜员机、5G移动终端等创新服务模式的出现，也给银行网点带来了诸多挑战。支行网点作为银行市场竞争的一线阵地，可直接体现出银行的市场竞争力，立足当前激烈的市场竞争环境，如何提高基层网点竞争力，无疑是各家银行未来发展过程中必须要深入思考的一个问题。

本文以工商银行皋兰支行作为研究对象，基于核心竞争力的视角，采用了产品生命周期，波特五种竞争力分析，SWOT分析三种方法，并深入探讨了工商银行皋兰支行网点竞争力现状以及存在的问题。为了对相关问题展开深入研究，在论文写作过程中还充分应用了文献研究法、问卷访谈调查法、比较研究法，通过数据分析比较，还发现了导致工商银行皋兰支行网点竞争力问题出现的根本原因，由此还提出了针对性建议。

本文研究过程中，针对工商银行支行网点的相关理论和实践资料都进行了搜集整理，这既为皋兰支行网点竞争力的提高提供了有效指导价值，也丰富了支行网点的相关竞争理论体系。不仅如此，皋兰支行网点在提高竞争力方面所积累的经验，对于工商银行企业其余支行网点在转型升级、网点定位、服务质量等多方面的发展也将起到明显的参考借鉴价值。

Bank branches are not only the window of banks to provide external services, but also an important platform to strengthen in-depth communication with customers. Under the background of the information age, the competition between the banking industry will become more and more fierce. The emergence of innovative service modes such as mobile banking, intelligent teller machines and 5G mobile terminals also brings many challenges to the bank branches. As the first-line position of the bank market competition, the branch network can directly reflect the market competitiveness of the bank. Based on the current fierce market competition environment, how to improve the competitiveness of the grass-roots network is undoubtedly a problem that must be thought deeply about in the future development process of each bank.

This paper takes the Gaolan branch of ICBC as the research object, based on the perspective of core competitiveness, adopts the product life cycle, Porter five competitiveness analysis, SWOT analysis three methods, and deeply discusses the current situation of the Gaolan branch competitiveness and the existing problems. In order to carry out in-depth research on related issues, the literature research method, questionnaire interview survey method and comparative research method were also fully applied in the process of writing the paper. Through data analysis and comparison, the root cause of the problem of the competitiveness of ICBC Gaolan branch was found, and targeted suggestions were put forward.

In the process of this paper, the relevant theoretical and practical data of ICBC branches are collected and sorted out, which not only provides effective guiding value for the improvement of the competitiveness of Gaolan Sub-branch branches, but also enriches the relevant competition theory system of branch branches. Moreover, the experience accumulated by Gaolan Sub-branch in improving its competitiveness will also play an obvious reference value for the development of other ICBC branches in the transformation and upgrading, branch positioning, service quality and other aspects.