I 摘要 伴随信息化发展的步伐，“互联网+”的发展和移动平台的普及，由此所引发的金融 脱媒现象越来越严重，银行网点的客流量、开卡增量的下降等种种迹象说明了银行客户 正加速流失，各银行也开始逐步放缓新建网点的节奏，甚至有负增长的现象。这对于一 个依托于银行网点发展的制造型企业来说，网点的覆盖范围和数量增长的减缓直接影响 到公司传统的安防类产品市场的大小，原有的企业优势已逐渐被弱化。如何根据市场环 境有针对性的战略转型，成为了 R 公司需要优先解决的问题。 2015 年，R 公司团队凭借先前对银行系统的认知和网点案例实践经验，全面改造产 品结构，尝试从安防类产品转换为银行网点转型升级领域。本文根据 R 公司目前的发展 状况，运用 SWOT 分析模型来研究，发掘当前战略转型中隐藏的问题，例如，收集数 据和整合信息能力欠缺、人力资源规划与战略出现错位、产品结构单一创新能力不足等。 并针对这些问题找出转型背后隐藏的原因。通过对 R 公司战略转型的调整进行探讨，并 结合公司运营过程中的实际情况，围绕问题提出在未来的发展中需要改进和优化的地方， 包括管理、理念、产品、制造等多个角度阐述调整方案。同时，为确保调整方案的有效 推进，提出了一系列的保障措施。通过发展理念的转变、企业流程再造、推进信息化建 设、加强人才队伍建设等方面巩固转型效果，实现 R 公司健康可持续的发展。 综合而言，本文基于对银行网点发展的实际情况，和银行对于获客这一需求的大环 境下，为 R 公司的战略转型提出积极的、可实施的调整建议，从而完成 R 公司整体的 转型。同时，对于同行业类型的企业发展更是一种良性的促进作用，能够积极推动产业 变革和产品创新及服务模式的更迭。 关键词：制造型企业，金融信息化，转型方案西北大学硕士学位论文 II Abstract With the development of information technology, the development of Internet + and the popularity of mobile platforms, the financial disintermediation phenomenon has been even more serious, and the customers of bank and the decline of credit card increments have shown that bank customers are accelerating the loss, and banks are gradually slowing down the pace of new sites, or even negative growth. For a manufacturing enterprise relying on the development of bank sites, the slowdown of the coverage and quantity growth of the outlets directly affects the size of the company's traditional security products market, and the original enterprise advantages have been gradually weakened. How to make strategic transformation according to the market environment has become a priority problem for R company. In 2015, the R company team, relying on previous knowledge of the banking system and practical experience of sites-building cases, comprehensively transformed the product structure, trying to transform from security products to bank network transformation and upgrading areas. According to R company's current development situation, this paper uses SWOT analysis model to explore the hidden problems in the current transformation strategy, such as lack of ability to collect data and integrate information, dislocation of human resources planning and strategy, lack of single innovation ability of product structure, etc. And in view of these problems, find out the hidden reasons behind the transformation. Through discussing the adjustment of R company's transformation strategy and combining with the actual situation of the company's operation process, this paper puts forward some problems that need to be improved and optimized in the future development, including management, concept, product, manufacturing and other angles to elaborate the adjustment plan. At the same time, in order to ensure the effective promotion of the adjustment program, a series of safeguards are put forward. Through the transformation of development concept, business process reengineering, promoting the construction of information technology, strengthening the construction of talent team and other aspects to consolidate the transformation effect, to achieve the healthy and sustainable development of R company. To sum up, based on the actual situation of the development of bank outlets and the demand for customers, this paper puts forward positive and implementable adjustment suggestions for the transformation strategy of R company, so as to complete the overall transformation of R company. At the same time, it is a benign promotion for the development of enterprises of the same industry type, and can actively promote industrial change, productAbstract III innovation and service mode change. Keywords: Manufacturing Enterprises, Financial Informatization, Transforming Scheme西北大学硕士学位论文 IV 目录 摘要 I Abstract II 第一章 导论 ............................................................................................................................ 1 1.1 研究背景 .................................................................................................................... 1 1.1.1 选题背景.......................................................................................................... 1 1.1.2 选题意义.......................................................................................................... 2 1.2 研究内容 .................................................................................................................... 2 1.3 论文框架及研究方法 ................................................................................................ 4 1.3.1 论文框架.......................................................................................................... 4 1.3.2 研究思路.......................................................................................................... 4 1.3.3 研究方法.......................................................................................................... 5 1.4 论文创新之处............................................................................................................ 6 第二章 理论基础 .................................................................................................................... 7 2.1 转型战略 .................................................................................................................... 7 2.1.1 转型战略的基本内涵...................................................................................... 7 2.1.2 转型战略的基本特征...................................................................................... 7 2.2 银行网点发展及银行获客的相关研究 .................................................................... 8 2.2.1 银行网点现状.................................................................................................. 8 2.2.2 银行面临的问题.............................................................................................. 9 2.2.3 银行获客问题................................................................................................ 10 2.3 SWOT 分析模型...................................................................................................... 10 2.4 SWOT 分析法的内涵...............................................................................................11 2.5 研究综述 .................................................................................................................. 13 第三章 R 公司战略转型及问题........................................................................................... 14 3.1 公司的基本情况 ...................................................................................................... 14 3.2 公司的转型方案 ...................................................................................................... 14 3.2.1 总体战略调整................................................................................................ 14目录 V 3.2.2 组织架构调整 ................................................................................................15 3.2.3 营销策略调整 ................................................................................................15 3.2.4 运营战略调整 ................................................................................................17 3.3 转型中存在的问题...................................................................................................18 3.3.1 收集数据和整合信