在这样的形势下银行业竞争加剧。网点转型的必要性已经达成共识：深化网
点转型迫在眉睫,刻不容缓。为了应对“客户离开柜台办业务”的发展趋势，传
统银行网点必须向“三大中心”转型——以客户体验为中心、以产品营销为中心
和以客户关系维护为中心
网点转型，理念先行。国有商业银行必须贯彻理解“转型的核心是服务客户、
关键在于改变机制、重点在于打开渠道优化流程和服务、最终目标是成就客户也
成就员工”的理念，深植转型理念的同时强化转型培训。以往的实践经验证明，
网点转型成功与否的关键在于，员工们对理念传播和理解是否到位，员工们是否
认可和支持。但是统一员工思想，转变员工的理念， 高员工的认知，恰好是转
型最艰苦的基础工作
本文在客观分析国有商业银行营业网点转型模式后， 出网点转型方案和转
型方案成功实施的要点，希望可以为国有商业银行营业网点今后的转型 供帮助
和借鉴。本文从五个方面进行了阐述：首先，详尽讲述了国有商业银行的背景和
转型的优缺点。其中包括解析了当前国内外商业银行转型研究的基本情况，分析
了网点转型的研究方法以及本论文的基本框架。其次，结合网点转型的相关概念
和农业银行昆明 XX 支行营业网点的实际情况来建立和设计自己的方案。另外，
述了农业银行昆明 XX 支行目前的经营现状和存在问题，在此基础上以此为例
对转型是否必要进行了辩证的分析。然后，详述了该网点转型方案设计内容，并
分析了成功实施转型的关键因素和策略。最后，对全文进行总结，转型工作任重摘要
II
而道远。希望结合我的实际工作和理论知识能为网点转型研究献上一份绵薄之
力
关键词：国有商业银行；中国农业银行昆明 XX 支行；网点转型；方案设计Abstract
III
Abstract
Bank branches is the most essential contact channels between commercial bank
and customer. However, The Internet has developed rapidly in recent years, mobile
terminals and branch payment platform are diversified, caused a substantial reduction
in the number of customers to transact face-to-face business. Furthermore, under the
current situation of the growing trend of clients’departure from counter, the drawback
to homogeneity in banking products and services has been showing up. Banks take
steps, like refining institution system, optimizing the environment of branches,
improving service quality, simplifying business process, to gradually make the
transition to sales outlets, to create the high value of customer relationship
management (CRM). So cash banking services and marketing ability has been more
and more becoming the key factors to retain customer, it also brings to the bank staff
unprecedented pressure.
In such a situation, the banking competition is increasingly intense. There is an
agreement on the necessity of transformation: deepen the branch transformation is
imminent and bankers have no time to delay. In response to the increasing trend to
customers transact business departure from counter, traditional bank branches must be
to the three centers in transformation ——Centered on the customer experience,
product marketing and customer relationship maintenance. Branch transition, ideas
first. State-owned commercial Banks must carry out the transition concept of the core
is to serve customers; The key is to change mechanism; focus into open the channels,
optimization of process and service; The ultimate goal is achievement on customers
also staffs , deeply embedded the concept of transition. At the same time intensify the
training in transformation. The practice of past experience has proved that the key to
the success of branch transformation is whether the concept of employees to
communication and understanding is accurate, and whether the staff is support. But
unite and change the concept of employees, improve the staff&39;s cognition, happen toAbstract
IV
be the most fundamental and most uphill work.
This paper objectively analyzes the transformation of state-owned commercial
bank outlets mode, branch transformation project design, and puts forward the branch
transition scheme and the main points of implement transformation. This analysis
hopes to offer reference and enlightenment of transformation for the state-owned
commercial bank outlets in the future. The above content will be expounded from five
aspects as follow:
Initially, discoursed at length on the background of state-owned commercial
Banks and the pros and cons of transition. Including the analysis of the current study
of the basic situation of commercial Banks domestic and overseas, lists and explains
the research methods of the branch transition and basic frame of this paper.
Subsequently, combined with the related concepts of branch transformation and the
actual situation of the agricultural bank of Kunming XX branch outlets to build our
own model. Also, describing the current situation and the existing problems of the
agricultural bank of Kunming XX branch. And on this basis from the two aspects I
dialectic analyzed the necessity of transformation. In addition, this paper detail the
branch transition scheme and desired results after implementation succeed and
demonstrates every step of the transition strategy and the reasons to carry out it.
Ultimately, summarize the full text, banking development still has a long way to go to
realize transition. I combined with practical work and theoretical knowledge analysis
of common sense to solve problems and strategies of Banks transition, hope
to attribute anything beneficial to the banking industry.
Key words ： State-owned Commercial Banks; ABC of Kunming XX branch;
Transformation; schematic design目录
V
目 录
摘要.........I
Abstract .....III
第一章 导论...........1
第一节 研究背景和意义.....1
一、研究背景1
二、研究意义2
第二节 国内外研究现状.....2
一、国外研究现状 ··2
二、国内研究现状 ··4
第三节 研究目标与思路.....5
一、研究目标5
二、研究思路6
第四节 研究方法及论文框架
。。。以上简介无排版格式，详细内容请下载查看
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