| The Chinese commercial banks face greater pressure on the operation,from a macroeconomic perspective,the development of the national economy has entered a new normal,to further adjustment of industrial structure,commercial banks face interest rate reduction,asset quality deterioration,the overall profit increasing pressure;from competition,village banks,community banks and other private capital holdings banks have entered the market,with "WeChat","Alipay" as the representative of the Internet financial companies continue to develop customer spending habits,the continuing loss of commercial bank channels and product advantages.Under the current situation,the transformation of the commercial banks’ grass-roots outlets is imminent.This paper systematically summarizes the main contents of the theory of strategic management,and focuses on the research achievements and trends in the academic circles on the transformation of commercial banks.On this basis,taking A transformation of Qingdao Huangdao sub branch’s three outlets as the research sample,the background,strategies and effects of the transformation were analyzed in detail,and the problems in the transformation were summarized.Then through the model,analysis of the competitiveness of A bank outlets in the current economic context: through the research of PEST model of the macro political,economic and social environment;through the five forces model to analyze the competitive environment of commercial banks on the market;through a detailed study of the A SWOT model for their own strengths and weaknesses,opportunities and threats.On the basis of the above analysis,put forward network transformation strategy for A Qingdao branch in Huangdao,the next step from the network upgrade,customer management,marketing team,financial technology and talent training perspective,hope to speed up the pace of transformation of commercial banks,to provide a way to improve the overall level of profitability. |
