The Retail Business Process Reengineering Application Research Of Gansu Branch Of CCB

Retail business is a significant part of the commercial bank business. With the rapid economic development and the increasing amount of wealth of people, the retail business, as the creators of bank profits, is becoming increasingly important. At present, when a considerable number of Small and medium enterprises in Gansu Province need to borrow money for their further development, Gansu Province Branch of China Construction Bank regards retail banking as a key strategic direction and seizes this opportunity to speed up the transition to retail banking. After several years of development, Gansu Branch has made plenty of achievements in some aspects, but many shortcomings still exist in its service, marketing, innovation, etc., which limits the development of its retail business. According to scientific management theory, with the help of advanced information technology and organizational structure, establishing a precise retail business process is the key for improving retail business service quality and then customer satisfaction and thus enhancing the core competitiveness. Thereby Gansu Branch starts a retail business process reengineering project, being the forerunner of commercial bank process reengineering of Gansu Province.The paper studies the case of the retail business process reengineering of Gansu Branch of CCB. In this paper, with the combination of theories of domestic and foreign commercial banks’ process reengineering, management practices of advanced Western commercial banks in the process reengineering, and individual working experience in the retail business department of Gansu Branch of CCB, the author analyses the retail business process reengineering of Gansu Branch of CCB to explore its background, scheme, results and some emerging problems, trying to give some suggestion. A variety of research methods are used in the study, such as literature review, Internet search and field research to obtain complete information, empirical analysis using the theory of modern business management and bank reengineering to discuss the case, and qualitative and quantitative methods to explore the necessity and the effectiveness of the scheme.The paper is divided into six parts. Chapter One, starting from the research background, describes the purpose and significance of this study and reviews the theory of domestic and foreign commercial bank process reengineering. Chapter Two focuses on the overview of theories of bank process reengineering, providing theoretical tools for the following analysis. Chapter Three, based the process reengineering practices of foreign commercial banks, generalizes several fundamental principles for achieving the success of bank business process reengineering. Chapter Four, Empirical Analysis of Retail Business Procrss Reengineering Of Gansu Branch of CCB, is the highlight of the research, analysing the background, schemes and effectiveness of the retail business process reengineering. Chapter Five turns to the problems in this reengineering, and offers some soluitions. Chapter Six gives the conclusion that dividing the retail business into the front and back office and establishing regional business centralized processing centers on the basis of Sharing Center Mode can help to reduce the processing time of business, improve customer satisfaction, integrate resources effectively, reduce costs, control risk, and thus enhance the bank core competitiveness.