Research On Branch Transformation Of Rural Commercial Bank In J City

With the vigorous promotion of rural revitalization strategy and comprehensive poverty alleviation and other tasks,it has brought a good opportunity for rural economy to take off.Rural financial institutions represented by rural commercial banks are the main force of rural economic development.After 40 years of reform and opening up,China's rural economy has undergone tremendous changes.“Agricultural industrialization”,“rural urbanization” and “farmer modernization” put forward higher requirements for rural financial services,and also encouraged rural financial service institutions to carry on timely transformation and development.The branch transformation of rural commercial banks has gone from the spatial layout,hardware adjustment,software transformation and process reengineering in the past to online marketing,cross-border cooperation and artificial intelligence and other exploration in recent years.This round of branch transformation of rural commercial banks presents the style and features that have never been seen before.In this paper,with the methods of literature research,investigation research,case study,etc.,taking the transformation of rural commercial bank branches in J city as the research object.Through the research of bank branch transformation theory and practical experience at home and abroad,referring to the current successful development mode of branch transformation and combining with the actual situation of the rural commercial bank of J city,this paper finds out the problems encountered in the process of the transformation of the branches of rural commercial bank of J city through questionnaire survey and interview,and analyzes the reasons for the problems.Finally,the paper puts forward some relatively perfect countermeasures for the transformation of the branches of J city rural commercial bank,making contributions to further promoting the branch upgrading and improvement of the bank's performance.This paper is divided into six parts.The first chapter is the introduction part,which focuses on the background,significance,literature review at home and abroad,the research ideas and the structure of the paper.The second chapter is an overview of relevant theories,focusing on the theory of network transformation and the type of network transformation model,which lays a theoretical foundation for the following paper.The third chapter analyzes the current situation of rural commercial bank branches in J city.This paper expounds the situation of the branches of the rural commercial bank of J city and points out the problems existing in the process of the branch transformation by means of questionnaires and interviews with senior executives.The fourth chapter analyzes the reasons for the problems existing in the transformation of rural commercial bank branches in J city.The fifth chapter is the transformation suggestions for rural commercial bank branches in J city,corresponding to the fourth chapter.The sixth chapter concludes and summarizes the full text.Through investigation and research,questionnaires issued to customers and interviews with senior executives,there are mainly the following problems in the transformation process of J city rural commercial bank branches:(1)the external image of the branches cannot attract customers.(2)Customers wait long and cannot be diverted.(3)customers do not have a high sense of experience at the branches.(4)branch products cannot meet market competition.(5)counter service effect is not good.At present,the main reasons for the problems encountered by J city rural commercial banks in the branch transformation include the following aspects: firstly,the function layout of branches is outdated.At present,the division of the function of the rural commercial bank branches of J city is unreasonable.Some important functional divisions(such as personal finance center,lobby manager area)are not set up,and there are fewer machines and equipment.Secondly,the assessment mechanism of branches is unscientific,and there is still the phenomenon of “eating from the same big pot”.The division of labor is not clear,and the post coefficient is unreasonable.Third,the allocation of human resources at the branches is unreasonable.The aging of the counter is serious,and young employees are reluctant to go to the grass-roots level.The low salary at the grass-roots level is an important issue in the human resources of the branches.Fourthly,the business philosophy lags behind.Service awareness is weak and service innovation is not strong.Fifthly,the lack of marketing capabilities.Lack of marketing knowledge training,marketing awareness is not strong.Sixthly,the operation efficiency of branches is low,some business processing time is longer,and the procedure is more cumbersome.Seventhly,the quality of branches is not high.The service concept is diluted and the way of service is simple.In view of the above problems,this paper puts forward suggestions on the transformation of branches of J city rural commercial bank,including: improving the function layout of branches,implementing the mature assessment mechanism of branches,improving the human resource allocation of branches,optimizing the business philosophy of branches,strengthening the training of personnel marketing ability of branches,improving the operation efficiency of branches and improving the service quality of branches.