Research On Transformation And Development Model Of A Bank Network Branch

Under the background of the vigorous development of Internet finance,customers have become the most important resources of commercial banks.The development strategies and ideas of commercial banks which used to be based on the existing assets and resources of banks have been derailed from the reality.Gradually replace is to adapt to customer demand-oriented development strategy and competition model.Traditional finance gradually converges with Internet technology,resulting in Internet financial products covering almost every aspect of people's production and life.The use of internet financial technology by banks,the realization of unified,diversified omni-channel marketing,reducing the transaction operating costs of commercial banks,using big data to credit The loan customer carries on the whole process analysis and the credit information,enhances the bank risk management and the control level.Commercial banks implement the strategy of network transformation and development.In the process of communicating with customers on the intelligent omni-channel platform,the commercial banks can accurately sense the customer's user experience,analyze the data value of customer resources,and effectively identify and analyze the individual needs of customers.Through the use of Internet financial technology,commercial banks build intelligent terminal systems and equipment that meet the needs of their own development,gradually replace the old links of artificial online and offline marketing business processing,and conduct unified integration and analysis of the data.Achieve effective management of the whole process.Through the use of Internet financial technology and perfect marketing management mechanism,commercial banks have conducted various channels in the operation of bank outlets.The aspect carries on the digital accurate induction and the measure,realizes the all-channel mutual connection,and carries on the intellectualized accurate insight to the customer demand,the diversification marketing and the temperate service,To realize the effective use of bank resources and dynamic rational allocation and optimization.This article first combs the commercial bank branch transformation related theories and the literature research,including the omni-channel marketing management theory and the network transformation effect management theory;The theory of dot effectiveness management,which includes the theory of network management efficiency based on envelopment data analysis(DEA model)and the theory of scale reward,is an important method for commercial banks to evaluate and control the effectiveness of network transformation.Secondly,this paper summarizes the existing mode of A bank branch transformation,including the construction of branch and channel,the construction of Internet financial technology foundation and the training of staff development.Then this paper focuses on the analysis of the problems existing in the transformation mode of A bank branch,and puts emphasis on it.By using the DEA model,this paper analyzes the effect of the transformation of A bank branch and its branches in 7regions,and carries on the quantitative evaluation and economic analysis to the empirical conclusion.Then this paper focuses on the analysis and elaboration of the improved mode of A bank branch transformation,including optimizing the network design,Internet financial application,improving the network capacity,network transformation effectiveness evaluation and management.Finally,this paper puts forward concrete countermeasures on how to effectively promote the transformation of A bank branch.