Research On The Optimization Of Physical Network Layout Of Hengfeng Bank Under The Background Of Internet Finance Development

In recent years,the development of the Internet financial has ushered in the golden age,the Internet finance can promote accommodation of fund effectively,information circulation and payment procedures has been simplified,the effective combination of Internet technology and mobile communication technology has been realized.The development of the Internet financial presents opportunities and challenges for commercial banks.The challenge is reflected in some aspects,such as invading and occupying the main business of the bank,reducing the profitability of the bank,influencing the payment intermediary status of the bank increasing credit risk of the bank,reducing the banking business' dependence on network.The main opportunities include the promotion of banking industry innovation,the acceleration of the business structure adjustment,the promotion of banking services,the enrichment of the bank's product types,the promotion of bank management innovation.Internet enterprises and financial institutions formed a mutual competition,complementary advantages,mutual integration and common development trend gradually.As the 12 national Chinese joint-stock commercial banks,Ever growing Bank has developed rapidly in recent years.By the end of 2016,it has 14 first-class branches in the country,and 2 branches managed by head office,a total of 306 branches,it also set up 5 village banks.Over the years,Ever growing Bank has put Yantai as their headquarters and developed the business to whole province,on this basis,it developed to the whole country gradually,and treat facing the world as its development strategy,its concept is customer and service quality first.With the continuous development and expansion,the business situation is getting better and better,and has accumulated a lot of successful management experience.Its outlets mainly located in the eastern coastal areas,the regional difference is obvious,with the rapid rise of Internet finance today,If Ever growing Bank wants to develop better,it should adjust and optimize the corresponding network layout.Using the Malmquist index of DEA model,we measured the efficiency of bank network layout.The results showed that various efficiency are all high,low total efficiency is caused by low scale efficiency,the input factors scale of each branch is not very reasonable,the improvement of comprehensive technical efficiency depends on combined action of scale efficiency and pure technical efficiency,it is not enough to merely increase the efficiency of pure technology.2011-2015 years,most branches of Ever growing Banking the stage of constant returns to scale and decline in returns in the network layout.We use Malmquist index to calculate TFP,and analyze its decomposition and change.In recent years,the technical efficiency of each branch is with continuous improvement,and it's getting closer and closer with the optimum scale.Technical progress is the main reason of Ever growing Bank TFP fluctuations,technical progress can reduce average costs,achieve economies of scale,so as to improve the level of output.Through the Tobit regression,the results show that the efficiency of network layout of Ever growing Bank presents a positive correlation with net profits,presents a negative correlation with Per capita GDP,presents a no significant relationship with population density and city highway mileage.On this basis,we analyze network layout strategy of Ever growing Bank and put forward some countermeasures and suggestions,such as clearing functional positioning,optimizing the layout of the network,elevating service capability of the network,paying attention to the transformation of the network,speeding up product innovation of the network.