Study On Transformation Path Of ZZ Bank Network

In recent years, the market environment of commercial bank keep changing rapidly, cause of the development of China's Internet finance and the forward of market-based reform of interest rates. The competition among banks become more intense, as the entry of the bank outside the region, especially for the city commercial banks; which gradually lead to homogenization of financial product, diminish the service differentiation. How to break the traditional profit model, breaking the bottleneck of business development, become as a serious problem faced by the commercial bank. Since the reform and opening up, with the improvement of China's overall economic environment, the income level of urban and rural residents has been greatly improved, the residents' deposits and per capita disposable income has been greatly improved, which lead the demand of asset preservation and appreciation be more fierceness. With the rapid development of retail business, the retail income occurred more percentage of commercial bank's total profits and gradually changing as the major source of profits of commercial banks.In Henan area, in recent years, the economic development of Zhengzhou and the Central Plains Economic Zone is remarkable. The established of Henan Free Trade Area push the development of the financial industry in Henan more rapidly. What's more, many outside region banks and international banks also settled in Zhengzhou. As a highly competitive city commercial bank, ZZ Bank is located in the boutique Citizen Bank and serves the small and medium-sized enterprises based on the economic development of Zhengzhou. Therefore, the transformation of its outlets is necessary for its own development, but also for the regional development.In this paper, based on the domestic and abroad theoretical research, which has been divided into six parts to explain the relevant content. The first part introduced the background and significance of this topic, and offer an overview of the relevant theoretical research of bank network transformation. The second part is the analysis of ZZ bank network transformation background, starting from the Zhengzhou financial environment, then combined with ZZ bank development status, opportunities and challenges, in-depth analysis of the status of ZZ bank outlets. The third part noted the current situation of the transformation of ZZ bank outlets, and the operation, management and organization structure of ZZ bank outlets, and the main achievements of the current transformation work. The fourth part describe the problems in the transformation of ZZ bank outlets, including the function division of the outlets, the cooperation among the posts, the lack of marketing consciousness of counter staff and the high cost of network operation. The last is to explore the path to improve the transformation effect of ZZ bank outlets. Which based on the problems and shortcomings in the study of ZZ bank network transformation; combined with the transformation theory and the future development goals of ZZ Bank; from the rational allocation of network resources; the optimization of service process; the improvement of marketing consciousness and the change of performance appraisal methods.The last part is the conclusion.