A Development Strategy Research Of Self-Service Bank And Traditional Bank Branches For Commercial Banks

The personal banking business is in the historical period of the transition from traditional channel to electronic in our country. All the commercial banks enhance the construction of self-service banking and traditional bank outlets to adapt the drastic market competition. But how to distribute the limited resource between self-service banking and traditional branches to satisfy the customers’demand of financial service, then strive for high quality customers, get a good hand in the competition, we must research on the developing strategy of self-service banking and the traditional bank outlets.This paper analyses the history and current situation of commercial bank’s self-service banking and traditional bank outlets, then the business functions are analyzed and compared.It puts forward the development strategy of these two. The paper also analyses the location, construction costs and benefits of self-service banking and traditional bank outlets. The cost of construction and operation of traditional bank outlets rises year by year.It is not suitable for the situation to complete simple financial transactions by hand.These transactions should be simple operated by the self-service banking to complete. The quantity and growth rate of each large commercial bank’s self-service banking are far more than those of the traditional bank outlets.They also should adopt different development strategies of management mode for these two.With the development of information technology and network technology, development strategy of traditional bank outlets performance for the business focus to high value-added, personalized service.At the same time, simple transactions should be compelted operation by the self-service banking. It’s the development strategy for self-service banking to gradually replace service function of the existing traditional bank outlets.With appearance of the VTM (Virtual Teller Machine), self-help banking can provide customers with personalized service. Therefore, it shows the trend for the self-service banking to replace traditional bank outlets.In the process of discussion,this paper also refers to the operation data of self-service banking and traditional bank outlets of Sichuan Deyang A bank, and puts forward the improving strategies of organizations and business processes which influence the transition from traditional bank outlets to self-service banking. This paper possesses universal significance and guidance for commercial banks to transfer personal banking business from tradional bank outlets to self-service banking.