Study On Corporate Banking Transformation Of Commercial Bank’s Business Network

As a terminal marketing and service platform of commercial bank, bank network is the important base for various business and services. Its transformation is one tendency of commercial bank development. Business networks of CCB have been changed from transaction and accounting oriented to marketing and service oriented since2007. Through redesigning service pattern, business networks provided standard service experience to personal clients, reduced clients’waiting time, improved clients’ and employees’satisfaction, and increased product sale capability. Comparing with the smooth transformation of personal banking, the transformation of corporate banking lagged far behind. Being the major source of profit for commercial banks, corporate banking is experiencing obvious input deficiency in terms of human resource allocation, business procession design, financial assistant, network construction, marketing strategy and so on. The relatively weakening trend on corporate banking is a great deterrent for its further development and impacts negatively on the profitability of commercial banks. Therefore, it is a current theoretical focus to study business network transformation of commercial banks.Based on a critical review of existing literature, employing case study approach and taking SDCB (China Construction Bank Shandong Branch) as an example, this paper analyses the current situation and existing problems of corporate banking in commercial bank network. It points out several problems in the transformation of corporate banking of commercial bank network, namely unscientific network planning and construction, inaccurate network positioning, imperfect window and hardware facilities, insufficient tellers in corporate banking, relatively low overall quality of corporate banking tellers, unbalanced service in personal and corporate banking, and faulty internal management and marketing strategy. The paper goes further to design the practical framework of corporate banking transformation. It proposes nine aspects including network planning and construction, accurate network positioning, sectorization optimization, post setting in network corporate banking, corporate banking marketing platform optimization, corporate banking business process optimization, supporting mechanism and standardization construction, team building and personnel training, risk prevention and control, and espouses corresponding policy advices.This paper contributes in integrating business practice of commercial banks and providing applicable framework of network corporate banking transformation of commercial banks. It is an instructive attempt to apply theory to practice and indeed broaden the application of existing theory..