Research On The Strategy Of Improving The Competitiveness Of Business Outlets Of J Branch Of M Bank

As the operational unit of commercial bank’s operation management and business development,the outlets play the roles of main position of bank operations and service channels.Therefore,comprehensively promoting the competitiveness of the outlets is the basic and systematic work for the high-quality and sustainable development of the bank.However,under the influence of the Covid-19 epidemic,commercial banks are probably in a variable and extremely complex external environment for a long time and their profitability and asset quality will face a double test.How to consolidate the foundation,explore potential,reduce cost and increase efficiency,and maintain competitiveness is an important proposition for the banking industry.First of all,this paper summarizes the relevant theories of business outlets competitiveness,and clarify the theoretical basis of the full-text research.Secondly,this paper compares the scale and profitability of J branch in the past three years to analyze the current situation and existing problems of branch competitiveness.Then,this paper selects the data of 12 indicators of 16 sub-branches of J Branch from 2019 to 2021,empirically analyzes the advantages and disadvantages of indicators that affect the comprehensive competitiveness of branches through factor analysis,and calculates the comprehensive score ranking of the competitiveness of 16 sub-branches in the past three years according to the scores of each indicator factor.Then,this paper analyzes the factors that affect competitiveness of the outlets from three aspects:intelligent transformation of the outlets,optimization of the business process and the application of big data.Finally,aiming at the problems existing in the outlets,combined with the analysis of the main indicators affecting the comprehensive competitiveness of the outlet,this paper puts forward the optimization strategy to improve the competitiveness of M Bank J Branch business outlets.Research shows that the competitiveness of business outlets mainly has the following problems: first,the number of customers is decreasing year by year;Second,the outlets management is relatively extensive;Third,the outlets maintenance customer depth is not enough;Fourth,the ability to generate income is weak.Among the main indexes that affect the comprehensive competitiveness of the outlet,the indexes of operation scale such as deposit,medium income and full customer account for the largest proportion,while the indexes of risk prevention and control and service ability account for a relatively small proportion.On the basis of results,this paper put forward the optimization strategy of promoting outlets competitiveness,including optimization of employee performance at the grass-roots level,promotion,evaluation and training,etc.,improve the outlets competitiveness evaluation system,to develop retail business,the public-private joint and big data applications,the competitiveness of commercial bank branches ascending have important reference value and practical significance.