發(fā)布時間：2018-05-17 15:41

  本文選題：中國銀行 + 網(wǎng)點選址��； 參考：《中國海洋大學(xué)》2013年碩士論文

【摘要】：近年來，隨著金融業(yè)的不斷發(fā)展，各家銀行之間的競爭日益激烈，越來越多的銀行通過建設(shè)便捷的服務(wù)渠道，實現(xiàn)金融產(chǎn)品與客戶反饋的雙向流動，從而提高網(wǎng)點效能、增強同業(yè)競爭力和影響力。渠道建設(shè)主要包括物理渠道、自助渠道與電子渠道三個方面，其中物理渠道作為銀行向客戶提供金融服務(wù)，銷售金融產(chǎn)品的場所，其重要性不言而喻。因此，銀行根據(jù)自身業(yè)務(wù)定位及發(fā)展目標(biāo)，通過合理的選址策略細分市場、建設(shè)物理網(wǎng)點，對于銀行樹立品牌形象、發(fā)展業(yè)務(wù)并維護客戶關(guān)系非常必要。 商業(yè)銀行對網(wǎng)點布局的優(yōu)化是為了利用有限的網(wǎng)點資源，在市場競爭中占據(jù)有利地位，獲取更高的市場份額。銀行在綜合規(guī)劃布局之前，應(yīng)對現(xiàn)有網(wǎng)點的數(shù)量、布局及業(yè)務(wù)發(fā)展情況進行綜合評價，并分析現(xiàn)有布局中存在的問題。其次，需明確網(wǎng)點的目標(biāo)定位，并在參考城市規(guī)劃的基礎(chǔ)上對城區(qū)進行片區(qū)分割，在片區(qū)內(nèi)對不同目標(biāo)定位的物理渠道和自助渠道進行綜合優(yōu)化調(diào)整。 在具體選址的過程中，首先需綜合考慮區(qū)域整體規(guī)劃情況，城市的整體建設(shè)規(guī)劃、經(jīng)濟重心轉(zhuǎn)移以及區(qū)域的興衰，都有可能對于網(wǎng)點的效能產(chǎn)生重要的影響；其次應(yīng)考慮周邊環(huán)境及客戶資源，進行市場需求分析，根據(jù)客戶資源情況考慮設(shè)置網(wǎng)點的類型以及可開辦的業(yè)務(wù)種類；再者，綜合考慮擬選擇網(wǎng)點房的地理位置及營業(yè)環(huán)境、周邊銀行網(wǎng)點布局情況、房屋結(jié)構(gòu)以及租金或房價等多方面的因素，從而得出該區(qū)域的該網(wǎng)點房是否適宜建設(shè)網(wǎng)點的一個綜合性結(jié)論。在此基礎(chǔ)上，運用德爾菲法對上述網(wǎng)點選址影響因素設(shè)置一定的權(quán)重和評分標(biāo)準，通過對網(wǎng)點選址進行評價，并進行投入產(chǎn)出分析，確認選址的可行性。 通過上述思路和方法，對于銀行網(wǎng)點選址的過程和策略進行研究，文中以中國銀行青島X支行為例，通過對選址過程的分析及選址前后的業(yè)務(wù)發(fā)展情況對比，論證了該選址策略的科學(xué)性。同時，結(jié)合青島市的整體規(guī)劃和區(qū)域發(fā)展前景，對中國銀行青島地區(qū)的網(wǎng)點布局提出調(diào)整建議，以期通過對網(wǎng)點布局的優(yōu)化，，發(fā)掘客戶資源，夯實客戶基礎(chǔ)，提高中國銀行網(wǎng)點的競爭力和效能。
[Abstract]:In recent years, with the continuous development of the financial industry, the competition among banks is becoming increasingly fierce. More and more banks realize the two-way flow of financial products and customer feedback through the construction of convenient service channels, thereby improving the effectiveness of the network. Enhance the competitiveness and influence of the industry. The channel construction mainly includes three aspects: physical channel, self-help channel and electronic channel, in which the physical channel is the place where banks provide financial services to customers and sell financial products, whose importance is self-evident. Therefore, it is necessary for banks to set up brand image, develop business and maintain customer relationship by subdividing market and constructing physical network according to their own business orientation and development goal. Commercial banks optimize the distribution of network in order to make use of limited network resources, occupy a favorable position in the market competition, and obtain a higher market share. Before the comprehensive planning and layout, the bank should evaluate the number, layout and business development of the existing network, and analyze the problems existing in the existing layout. Secondly, it is necessary to define the target location of the network, and on the basis of referring to the urban planning, divide the urban area, and optimize the physical channel and self-help channel of different target location in the area. In the process of site selection, it is necessary to consider the overall planning of the region, the overall construction planning of the city, the shift of the economic center of gravity and the rise and fall of the region, all of which may have an important impact on the effectiveness of the network. Secondly, we should consider the surrounding environment and customer resources, carry out market demand analysis, consider the type of network and the types of business that can be opened according to customer resource situation. Furthermore, we should consider comprehensively the geographical location and business environment of the house. There are many factors such as the distribution of bank outlets, the structure of houses, the rent or house price, and so on, and a comprehensive conclusion is drawn that whether the dotted houses in this area are suitable for the construction of branches. On this basis, the Delphi method is used to set up a certain weight and scoring standard for the influencing factors of the above site selection, and the feasibility of the site selection is confirmed by the evaluation of the site selection and the input-output analysis. Through the above ideas and methods, the paper studies the process and strategy of bank site selection, taking Qingdao X Branch of Bank of China as an example, through the analysis of location process and the comparison of business development before and after location selection. The scientific nature of the strategy is demonstrated. At the same time, combined with the overall planning and regional development prospects of Qingdao, the paper puts forward some suggestions to adjust the distribution of branches in Qingdao area of Bank of China, in order to optimize the distribution of outlets, explore customer resources, and consolidate the customer base. Improve the competitiveness and effectiveness of Bank of China outlets.
【學(xué)位授予單位】：中國海洋大學(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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