Research On The Retail Business Transformation Of CQ Bank LJ Branch Under The Background Of Internet Finance

In the smart era with the rapid development of mobile payment and Internet finance,banks have embarked on the road of network transformation in order to adapt to the rapidly changing business environment and gain competitive advantages in China’s deepening financial reform.According to the statistics,since 2014,the major banks have been looking for a way out on the reform of branches,in order to solve the profit growth slowed down significantly,profitability pressure increased market status.From the reality point of view,the bank network transformation has been inevitable,unstoppable.Traditional bank branches cannot be abolished blindly,but also cannot remain unchanged on the original basis,because after various transformations of banks,they find that the offline channels represented by the branches are still precious resources and channels for banks to maintain customer relations.In this paper,with the Internet finance era as the background,the transformation of retail business of bank outlets as the main research content,the LJ branch of CQ Bank as an example,combined with literature research,field investigation,comparative analysis and other methods,the major problems and suggestions in the transformation of retail business of LJ branch of CQ Bank in the Internet era are deeply and comprehensively discussed.On the basis of theoretical research and literature review,this paper analyzes the current situation of the financial market in the development of bank outlets in the Internet era and the necessity of transformation.According to the main problems and influencing factors facing the retail business of LJ branch of CQ Bank,combined with the enlightenment from the practical experience of the transformation management of Chinese and foreign bank outlets,And put forward countermeasures and suggestions for the transformation and management of retail business of LJ branch of CQ Bank,so as to promote the transformation and upgrading of bank branches in the Internet era.In this paper,a combination of qualitative analysis and quantitative analysis is adopted,and SWOT analysis is used to make an in-depth analysis of the status quo of network transformation.Using the successful experience of foreign advanced commercial banks for reference sums up the experience suitable for our country’s national conditions.Using the method of comparative research,the network layout,personnel allocation,hardware system,service specifications and process design in the network transformation are compared and analyzed.Starting from the actual situation of the network transformation management of commercial banks,the paper makes a systematic analysis of it,and highlights some typical cases to illustrate.This paper follows the principle of theoretical research and empirical analysis,according to the actual network construction process and personnel transformation experience,with real data to prove the concept of transformation,this paper according to the smart era bank network in the transformation management of major problems,put forward more targeted suggestions,feasible countermeasures and suggestions.At the same time,through the comparison and analysis of the typical cases of the transformation of domestic commercial banks,it can provide reference for other similar institutions to carry out similar work.Therefore,this study not only puts forward feasible plans for the network transformation of LJ branch of CQ Bank,but also has certain reference significance for the transformation of grass-roots network of the same industry.In addition,the method adopted in this topic has a certain reference function for the transformation of other commercial banks.In the future development,new situations and problems will arise in response to the new situation,so as to strengthen the experience reference and follow-up research,so as to ensure the pioneering,practical and extensibility of relevant research.This study suggests that the retail business transformation of CQ Bank LJ branch should adhere to a clear transformation strategic plan,deeply transmit the transformation concept,and on this basis,specifically implement the countermeasures to promote the retail business transformation of CQ Bank LJ branch: first,reorganize the functional positioning and explore and innovate the business model;Second,standardize marketing actions to build a solid service base;Third,strengthen layered maintenance to improve the sense of experience;Fourth,strengthen the hall linkage mechanism,optimize the labor mix;Fifth,improve the performance appraisal system,encourage the creation of professional teams in addition to the need to do a good job of organizational security.Through the above measures,the scale and efficiency of the branch are effectively improved.