| In recent years,with the successful application of Internet technology in the financial sector,pay living and consumption habits and requirements,significant changes have taken place in mobile payments,for example,in 2019 the year China mobile intelligent terminal NFC payment transaction size is about 9.86 billion yuan,including sweep yards pay 9.6 trillion year-on-year growth of 51%,because the mobile payment is convenient,quick,safe and efficient advantages,for the traditional bank branch channel produced a huge challenge.Service mode of the traditional entity bank branch in such aspects as timeliness,security is not there is a big advantage.In the first half of 2020,agricultural Bank of China will close more than 200 branches,so the strategic transformation of bank branches is imperative.As one of the four major state-owned commercial Banks,Agricultural Bank of China Shenyang Branch has the most comprehensive village and township network coverage in Shenyang,with 18 first-level sub-branches,155 business outlets and over 6,800 employees on the job.As digital financial technology and Internet technology to realize rural,shenyang branch of agricultural bank of 2019 physical locations of volume of about 1.3 billion fell 12%year on year,approaches and BanLiLiang are a significant decline in private business,and selling network daily ark volume for 135 points,self-service equipment utilization rate of less than 50%of the village branch.In the past three years,the operating cost of the branches of Agricultural Bank of China shenyang Branch has increased by 20%,but the profit has increased by 0.8%.The interest contribution rate of each branch of the bank has been declining year by year.Based on the above background,this paper chooses the network transformation strategy of Shenyang Branch of Agricultural Bank of China as the research object to solve the difficulties faced by the network transformation of Shenyang Branch of Agricultural Bank of China and achieve the purpose of improving the operation efficiency of enterprises.The main content of this paper is the establishment of agBANK branch transformation strategy.It sets strategic positioning,strategic objectives and transformation ideas for the bank branch transformation,and formulates functional strategies in operation,marketing services,human resources,financial management and brand operation during the transformation of the branch.In this paper,the model analysis method and field research method are adopted to sort out and summarize the current situation of the network transformation of Agricultural Bank of China Shenyang Branch.First of all,this paper reviews the relevant concepts of strategic management and the relevant analysis methods of strategic management,and provides analysis ideas for this paper through the existing internal and external environment analysis theories.Secondly,based on the current situation of the network development of Agricultural Bank of China shenyang Branch,this paper analyzes the internal and external environment of the network transformation of Agricultural Bank of China Shenyang Branch by using PEST model of strategic management,Porter’s Five Forces model and SWOT model,and summarizes the internal and external opportunities and challenges in the network transformation of Agricultural Bank of China Shenyang Branch.Thirdly,based on the conclusion of SWOT analysis,the strategic positioning,objectives and functional strategies of network transformation are formulated.The transformation strategy is implemented from five aspects of digital operation strategy,marketing service strategy,human resources strategy,financial strategy and brand strategy of network transformation,which indicates the direction for the transformation development of agricultural Bank of China.Finally,the guarantee for the implementation of network transformation strategy of Agricultural Bank of China Shenyang Branch is formulated from three aspects of organization,management and technology to ensure the implementation of network transformation strategy of Agricultural Bank of China.The research in this paper can provide scientific basis for the bank’s development and operation decisions.Focusing on the formulation and implementation of the bank branch strategy,it can enable Agricultural Bank of China to provide more efficient and high-quality financial services for the branches with the brand of "smart bank",and increase the core competitiveness of enterprises.By systematically planning the network transformation strategy of Shenyang Branch,the management level of Shenyang Branch of Agricultural Bank of China can be practically improved,the implementation of strategic transformation can be improved,the profitability and operation efficiency of the network can be improved,and commercial Banks can go further on the road of enhancing the core competitiveness of the market and sustainable development. |
