以个人消费信贷、个人理财为基础的银行零售业务得到了迅速发展，在总
利润中的贡献度日益上升，成为商业银行主要的赢利性业务。面对激烈的
竞争，商业银行必须围绕零售业务展开一系列转型，以求实现利润最大化。

本文采用的是理论分析与实证研究相结合，定量分析与定性分析向结
合的研究方法，设计转型方案，探索研究适合邮储银行营业网点的服务营
销模式。同时，结合实际工作进行思考，在查找分析现有基层网点存在问
题的基础上，结合国内外银行零售银行业务的成熟经验，分析邮储银行二
级支行的经营现状及转型动因。将分行管理与支行管理相结合，提出企业
创新经营发展模式的建议，将传统经营模式转为创新型支行管理模式。

本文的学术思想创新性与创新点在于，对商业银行零售业务转型的原
因、模式和思路进行了系统的阐述，既有国外商业银行的成功经验，也有
国内商业银行的成功实践。

本文从邮储银行二级支行转型的实际情况入手，分析其优势及其与商
业银行存在的差距，并发现目前邮储银行二级支行存在着经营方式较为粗
放、营销能力尚待提高、盈利模式单一、业务结构不合理、同业竞争压力
与传统激励机制不足两难并存等诸多难题，因此二级支行转型便是当务之
急。在此基础上，深入研究其转型方案，尤其对于销售流程转型，本人结
合个人工作经验，从大堂揽客到客户关系维护，都做了深入的探讨。

在借鉴西方发达国家商业银行零售业发展成熟经验的基础上，结合我
国商业银行零售业务的现有基础，提出了加快二级支行转型的措施。第一，
稳步推进流程优化，提高运行效率和管理水平；第二，加强安全管理，防
范风险，为客户提供安全的服务环境；第三，围绕增强赢利能力，科学确
定绩效考核重点和方法；第四，加强网渠道建设与整合，以良好的视觉形
象和优质规范的服务质量塑造邮储银行良好的社会形象；第五，以典型引
路，向先进学习，打造强烈的学习氛围；第六，深入开展“为民服务创先
争优”活动，抓好精神文化建设。

邮储银行创业之初的五年，是其从传统邮政储蓄向商业银行转型的开
始。本文回顾了二级支行几年来的发展历程，并放眼二级支行转型工作的
发展方向。以观念的转变为先导，以机制的转变为保障，以业务结构的转
变为手段，以能力提升为基础。从基本的员工销售到支行员工的交叉引见，
共同完成从客户角度出发，真正为客户理财为客户提供优质服务，使客户
成为支行的忠实客户，通过客户的积累销售更多的产品以完成支行的收入
利润计划。邮储银行当借鉴行业先进经验，积极推动网点转型，加速跻身
现代化商业银行之列的步伐。

关键词：邮储银行，二级支行，转型
Abstract
Study on branch management transformation
of postal savings bank of china
With the development of economy and society, family and individual
demand for retail banking business grow with each passing day. To the
individual consumer credit, personal finance based retail banking
business has been developing rapidly, in gross profit contribution degree
is increasing day by day, become the profitability of commercial banks
mainly. In the face of the fierce competition, commercial banks must
focus on retail business launched a series of transformation, in order to
achieve maximum profits.
In this paper, using the combination of theoretical analysis and
empirical research, quantitative analysis and qualitative analysis to the
combination of research methods, design transformation scheme,
exploration and research for the postal savings bank branch of service
marketing mode. At the same time, I worked in Changchun City, the
postal savings bank to Street Branch, combined with the actual work of
thinking, in the analysis of existing basic network problems on the basis
of the mature experience, combined with domestic and foreign bank
retail banking, analyze the present situation and reason of the
transformation of camp two grade branch of the postal savings bank. The
branch management and branch management, puts forward the
development mode of enterprise innovation management advice, the
traditional management pattern to the innovative branch management
model.
The innovation of academic thought and innovation point lies in, the
mode and thought of reason, commercial banks in the retail business
transformation are introduced in this paper, both the successful
experience of foreign commercial banks, also have successful practices
of domestic commercial bank.
This paper started with actual situation of two level branch of the
postal savings bank of transformation, and analyzes its advantages and
the commercial bank existence disparity, and found that the two branch
of the postal savings bank has more extensive mode of operation,
marketing ability still needs to be improved, the profit model of a single,
unreasonable business structure, competition pressure and the
traditional lack of incentives dilemma coexist many problems, so the two
level branch transformation is a pressing matter of the moment. On this
basis, in-depth study of its restructuring program, especially for the sales
process transformation, combining with personal working experience,
maintenance from the lobby showmanship to customer relationship, are
discussed.
On the basis of commercial banks in the retail industry in western
developed countries mature experience, combined with the existing base
of retail business of commercial banks in China, put forward to
accelerate the two level branch transformation measures. First, steadily
push forward the process optimization, improve the operation efficiency
and management level; second, strengthen safety management, risk
prevention, to provide a safe environment for customer service; third,
enhancing the profit ability, the scientific performance appraisal to
determine the focus and methods; fourth, strengthen the network
channel construction and integration, create a good social image of the
postal savings bank the visual image of good quality specification and
quality of service; fifth, with the typical, to learn, to create a strong
atmosphere of learning; sixth, carry out the service for the people to
excel activities, catch good spirit culture construction.
Postal savings bank to start at the beginning of the five year, is the
transformation from the traditional postal savings to commercial banks
began to. This paper reviews the two level branch development in recent
years, the direction of development and at the two level branch of the
transformation of the work. The idea transformation as the forerunner,
the transition of the mechanism for security, to change the business
structure as the means, to enhance the capacity based. From the cross
on basic employee sales to branch staff, completed from the customer
point of view, really for the customers to provide quality services to
customers, so that customers become the branch loyal customers,
through the accumulation of customers to sell more products to complete
the branch income profit plan. The postal savings bank as reference
advanced experience, and actively promote the network transformation,
accelerate into the modern commercial bank listed pace.
Keywords: postal savings bank, two branch, transformation
第 1 章 绪论
1.1 研究的背景
金融是现代经济的核心。金融不仅为整个经济发展提供重要的资金支持，而
且还是财富积累和创造的重要渠道。金融作为现代市场经济的核心和动脉，金融
体系的稳健、有序、高效和可持续运行，对一国的经济安全乃至国家安全都有着
举足轻重的影响。在经济全球化、金融全球化和经济金融化的新形势下，金融在
我国经济社会发展中的地位愈加突出。

在我国全面深入开展市场化进程的过程中，金融改革始终处于重中之重。改
革开放三十年以来，金融体制改革成就显著。金融体系发生根本性变革，资本市
场从无到有，由小到大，资本市场在金融体系中的地位越来越突出；银行体系发
生了较大变化，国有商业银行的垄断地位开始动摇，各种形式的商业银行、合作
银行等金融机构得到快速发展；国有银行改革取得突破，产权结构和公司治理结
构逐步完善，质量较好的国有商业银行相继完成改制上市，开辟了新的融资渠道，
并引进了国内外的战略投资者等等。这些都为中国金融体制的健康持续发展奠定
了良好基础。

国有银行是我国金融业的主体，在融入国际市场的过程中，正逐步与现代商
业银行的主流经营模式接轨。我国加入世贸组织后，各国银行纷至沓来，竞争日
趋白热化。各国银行面临市场环境、客户需求、技术条件、监管规则趋于同质化
的局面，国有银行传统发展模式面临严峻考验。随着世界经济不断深度调整，促
使银行向更低资本占用、抗周期性强的零售业务回归，金融脱媒和利率市场化加
剧，银行中介功能逐步由传统的信用中介向强化资产管理中介和融资顾问中介的
方向转变；互联网技术、社交网络与金融服务的深度融合，银行服务模式向开放
式平台、网络化渠道交互式营销移动式服务的方向推进，新型网络金融深刻改变
着银行的经营业态。

外部经营环境显著变化要求我国商业银行加快业务转型，改变发展模式。随
着我国金融业对外开放的进一步扩大，商业银行直面来自国际金融机构日益激烈
的市场竞争，这对中资银行的全球化经营能力提出了严峻挑战。从宏观调控政策
来看，未来经济结构调整步伐将逐步加快，经济发展对投资拉动的依赖将逐步降