【摘要】：隨著中國金融業(yè)在2007年全面開放,國內(nèi)銀行業(yè)的競爭局面日趨激烈。一方面,在基層營業(yè)網(wǎng)點(diǎn)層面的競爭中,國有商業(yè)銀行因?yàn)檫^度依賴傳統(tǒng)模式,經(jīng)營理念落后而亟需轉(zhuǎn)型：另一方面,國際前沿的“新網(wǎng)點(diǎn)主義”思想和“網(wǎng)點(diǎn)轉(zhuǎn)型”理念在國際銀行業(yè)已經(jīng)受到了充分肯定,并且在實(shí)施過程中得到了很好的實(shí)效,提升了實(shí)施銀行的競爭力。對作為企業(yè)追求利潤最大化的銀行來說,網(wǎng)點(diǎn)的盈利能力和銷售能力已經(jīng)成為銀行網(wǎng)點(diǎn)考核評價(jià)的核心問題,因此,國有商業(yè)銀行的“網(wǎng)點(diǎn)轉(zhuǎn)型”勢在必行。 本文正是在這一大環(huán)境背景下,通過對中國銀行遼寧省分行基層網(wǎng)點(diǎn)的研究和分析,指出其存在的網(wǎng)點(diǎn)布局不合理,缺乏統(tǒng)一規(guī)劃；各項(xiàng)業(yè)務(wù)發(fā)展不均衡；人力資源配備和綜合素質(zhì)不夠；渠道建設(shè)緩慢；市場定位缺乏靈活性；產(chǎn)品營銷理念落后等問題,并引入“新網(wǎng)點(diǎn)主義”和“網(wǎng)點(diǎn)轉(zhuǎn)型”等國際前沿理念,對該行的網(wǎng)點(diǎn)轉(zhuǎn)型工作提出建議與指導(dǎo)。本文以中國銀行遼寧省分行在大連地區(qū)的基層網(wǎng)點(diǎn)為主要研究對象,以點(diǎn)帶面,提出網(wǎng)點(diǎn)轉(zhuǎn)型工作要從硬件改造、區(qū)域布局、市場營銷、專業(yè)化定位、人力資源配備以及績效考核等方面著手,強(qiáng)調(diào)網(wǎng)點(diǎn)建設(shè)工作應(yīng)將本行實(shí)際情況與國際先進(jìn)理念相結(jié)合,重點(diǎn)打造具有中國銀行特色和核心競爭力的基層網(wǎng)點(diǎn)。同時(shí),對網(wǎng)點(diǎn)轉(zhuǎn)型工作的推進(jìn)方式提出建設(shè)性意見。
[Abstract]:With the full opening of China's financial industry in 2007, the competition situation of domestic banking is becoming more and more intense. On the one hand, in the competition at the level of the grass-roots business outlets, the state-owned commercial banks are badly in need of transformation because of their excessive dependence on the traditional mode. On the other hand, the "new dot doctrine" idea and the "network transition" in the front of the international bank are in turn. The idea has been fully affirmed in the international banking industry, and it has been very effective in the implementation process. It has promoted the competitiveness of the banks. For the banks who are seeking profit maximization, the profit ability and sales ability of the network have become the core problem of the evaluation and evaluation of the bank network. Therefore, the state-owned commercial bank is the key problem. The "network transition" is imperative.
Under the background of this big environment, through the research and analysis of the grass-roots outlets of the Bank of China branch of Liaoning Province, this paper points out that the layout of the network is unreasonable, the unified planning is lacking, the business development is not balanced; the manpower resources and the comprehensive quality are not enough; the construction of the channel is slow; the market position is lack of flexibility; the product is not flexible; In this paper, the branch of Liaoning branch of China bank in Dalian is the main research object, and the work of network transformation should be transformed from hardware to the point of view. Regional layout, marketing, professional orientation, human resource allocation and performance assessment, etc., emphasize that network construction should combine the actual situation of the bank with the advanced international concept, and focus on building the grass-roots network with Chinese bank characteristics and core competitiveness. At the same time, the construction of network transformation work is put forward. Sexual opinion.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.33

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本文編號：2152798