The Study Of The Transformation Of Bank Outlets Based On The Gansu Branch Of The Bank Of Communications

With the intensification of domestic banking competition and changes in customer demand for banking services,how to effectively enhance their core competitiveness in the increasingly severe market competition situation,take advantage of advantages,and seek greater development,as far as domestic commercial banks are concerned The most important thing.Therefore,it has become an imminent task for domestic commercial banks to base their efforts on the long-term development perspective and the sustainable development strategy to explore and formulate network transformation strategies.The transformation of outlets is the transformation of outlets from the traditional "transaction-accounting type" to the "sales service type" that provides financial services and product sales.The purpose of network transformation is to link marketing with outlet operations,Combined with the integration of outlet resources,to achieve reductions in the operating costs of banking outlets,increase sales capabilities and service capabilities,enhance customer loyalty,build new profit growth channels,and improve the core competitiveness of bank outlets for sustainable development.This paper studies the development status of branches of the Bank of Communications in Gansu Province and finds that there are problems such as low customer loyalty,drop in customer traffic at outlets,inconsistent customer expectations and actual experience,which seriously restricts the role of outlets as major customer service channels and sales channels.It has caused the bank's profits and the operating competitiveness of its outlets to be weakened.Based on problems in the existing outlets of the branch of Gansu Provincial,the reasons were analyzed and the necessity for implementing the transformation of outlets was established.In this paper,Through the research on related literature and related theories,the overall objectives and principles for the transition design of outlets of the Bank of Communications in Gansu Province are proposed.Through the reengineering of network business process,integration of channel functions,integration of network positions and personnel,establishment of marketing system,and construction of talent team,the design and implementation of the transformation plan will be implemented to comprehensively enhance the comprehensive competitiveness of bank outlets.Finally,this paper proposes safeguard measures for the implementation of network transformation to promote the smooth implementation of the network transformation program.