The Research On The Transformation Of State Owned Commerical Bank Retail Outlets

With the continuous development of our economy and the influx of foreign banks, the competition among domestic banks becomes more intense. While, individual retail banking business becomes the focus for domestic and overseas banks. They have carried out the Strategic transformation of the retail business. As the main marketing channel, satisfaction of customers’ requirements and convenience of services of banking outlets become the key point to judge the competitiveness of a bank. In order to maintain and expand its market share, each commercial bank had to take the supreme strategies to improve its market competiveness.One branch of Joint-stock commercial banks began to transform in all retail outlets three times since 2006. It has gained some achievements and experiences in the process of transformation, but there are still some problems. Quality of service and personnel need to be improved and the products lack of Continuous innovation. All these factors restrict the effect of the transformation and it also determines the competitiveness of the branch.By comprehensive researching on advanced experiences of domestic and overseas banks, this article choose to take the views of service marketing to explore the problems and summarize the experiences of the branch’s transformation. This article analyzed the problems of the outlets in several aspects:establishing an effective assessment mechanism, improving the employees, To simplify the process and points out the effective measures of transformation.