The Retail Outlets Transformation Design Of Changshu NS Bank

With the deepening of interest rate marketization in our country and the development of the Internet financial,great changes have taken place in the operating environment of the commercial Banks, fierce market competition has brought serious challenges to commercial banks.The traditional profit model difficult to continue, forcing commercial banks must change the development strategy, and change the original business of the company as the major profit growth source development model, to re-examine the retail business market positioning and develop new profit growth point.This paper takes the Changshu NS bank as the research object. Changshu NS bank is one of the first batch of rural commercial banks to implement the rural credit cooperatives, the head office and business center of gravity are located in Changshu which is the top five strong counties in our country. In recent years, with the rapid development of regional economy in Changshu, retail customers of modern finance consumption consciousness began to awaken, it will create a huge space for Changshu NS banks in the retail business development, and also proposed more urgent requirements to Changshu NS banks to speed up the transformation of outlets and cope with the market changes. Changshu NS banks traditional deposit and loan business market share in the city has been maintained at first, the number of outlets is several times dozens of times, or even one hundred times more than other financial institutions. This is the traditional advantages, but many of the network environment is poor and the function is backward, it has seriously restricted the network as the main customer channels and sales channels play a role. If not to be in transition, the traditional advantage is likely to become a disadvantage, the low efficiency network not only lead to an increase in the cost of spending, but also lead to customer churn, so outlets transformation is imperative.In this paper, starting from the concept and necessity of outlets transformation, combined with the present situation of NS bank branch in changshu to analysis the necessity of outlets transformation. And outlets transformation plan was put forward, in the design scheme, this paper take the customer into the main line of business outlets, through functional subdivisions of the network, and the establishment of flow chart, so that customers different needs in different functional areas are to be met. At the same time, it should make the staff for different customers, to fully explore the potential needs of customers, and effectively reach sales targets, making the bank business outlets to achieve service and sales promotion. This paperestablished the division of network positions, to build a line of work, so that the responsibilities of each post staff clearly, effectively improve the efficiency of network operations. And through the redesign of performance appraisal, the employee performance linked to work adequately, make outlets employee benefit in transition, further enhance the implementation of the staff, and also has provided the safeguard for the successful implementation of outlets transformation.Based on the above research, this paper finally draws a conclusion. The current domesticcapital constraint, the marketization of interest rate, financial disintermediation, customer demand for personalized and financial market fierce competition all influence the development of commercial Banks. The market competition of commercial banks is not only the competition of products, but also the competition of service. In addition, a successful financial service company creates their own brand image is the key to the final victory in the market competition. The bank brand image from the customer's perception of banks, network service sales process should focus on customer segmentation and differentiation of customer groups to product sales professional and improve customer satisfaction. We should establish a long-term mechanism of quality service to achieve a unified and standardized service sales process, improve network capacity, enhance the service level, and eventually promote the competitiveness and efficiency improvement.The research of this paper mainly concentrated in the architecture of the network service. And the future commercial bank outlets transformation can start from the top-level design, such as site selection planning, brand image, organization structure design, enterprise culture and so on for overall planning to enhance the brand of rural commercial bank.