Research On The Network Operation Transition Of Agricultural Bank A Branch In The Internet Finance Era

With the development of big data and artificial intelligence technology,Internet finance has quickly occupied the financial market with the advantages of low operating cost,wide coverage,abundant data support,strong self-evolution ability,etc.and has become the first choice among young people.Commercial banks are facing more severe survival test than ever before.At present,the Agricultural Bank of China(ABC),as one of the four major state-owned banks,is in the critical period of operation reform and transformation.Business outlet is still the most important service marketing and value creation platform of the Agricultural Bank.It can be said that the operation service level of the business outlets directly determines the core competitiveness and value creativity of the Agricultural Bank.However,in the actual operation process of the network,there are a series of problems,such as unreasonable location and layout,single function of the network,complex business process,inadequate human resources allocation,poor customer experience,etc.These problems have not been effectively cured.Facing the"encirclement and interception"of Internet finance,the position and role of the business network of Agricultural Bank in the new financial system have been weakened constantly.The continuous decline of the passenger flow in business outlets and the high operating cost are diluting the profit of traditional commercial banks to varying degrees.Therefore,speeding up the transformation of network operation is the objective requirement of business development and market competition in the era of Internet finance,the inevitable choice to cope with the competition in the same industry,and the necessary way to build the core competitiveness of banks.This paper takes ABC branch A in central and eastern China as an example to study its operation transformation in the background of Internet Finance era.Based on the classical operation and management theory at home and abroad,this paper uses PEST analysis method and Porter's Five Forces Model to comprehensively analyze the network operation environment of ABC Branch A from three aspects:macroscopic environment,industry competition environment,and internal resources and capabilities of Branch A.From this,it designs an idea of"customer-centered,market-oriented,network capacity enhancement as the core,and science and technology-driven"for the network operation transformation,which is in line with the reality of Branch A.Finally,the feasible transformation countermeasures are put forward from five aspects:functional transformation,intelligent transformation,business operation mode transformation,marketing service transformation,and labor combination transformation.This paper combines the literature research method and the case analysis method.With the theory related to practice and drawing lessons from the research results of domestic and foreign scholars on the operation and management of commercial banks,they are applied to the studies on the transformation of the operation of Branch A of Agricultural Bank.The studies initially realize the precise grasp of the direction of the transformation of network operation in the Internet financial era,and the author always has confidence in the development of the physical network of commercial banks in the future.Although Internet finance has overthrown the financial ecosphere irresistibly and commercial banks are facing an unprecedented survival crisis,as long as they grasp the opportunity to transform correctly,the physical outlets of commercial banks will play an irreplaceable role in selling complex financial products,providing specialized advisory services,financial planning,and tapping the potential of customers in depth.The significance of this study is mainly reflected in the following aspects.On one hand,through the analysis and exploration of the actual transformation work,this paper puts forward the idea of "customer-centered,market-oriented,network capacity enhancement as the core,technology-driven" network operation transformation,which is a great supplement to the existing commercial bank network operation transformation topic.It is conducive to further enriching and developing the theories of building basic branches of our commercial banks.On the other hand,on the basis of clearly defining the design idea of network operation transformation,this paper starts from five dimensions:function transformation,intellectualization transformation,business operation mode transformation,marketing service transformation and labor combination transformation,and puts the operation transformation plan of ABC Branch A into practice in the background of Internet finance.It also provides a reference path for other commercial banks to implement operational transformation work,and it forms a set of replicable promotion experience.The work in this paper has the practical significance for promoting the development of China's banking industry.