在当今互联网大发展时代背景下，银行经营的内外部环境发生着巨大变化。 随着企业和个人线上投融资的多元化、个性化，云数据、物联网、区块链、智能 化等技术日新月异，新型线上金融机构不断冲击着传统金融机构。伴随国家经济 发展结构及方式的优化调整，金融面临着持续的深化改革，利率市场化和金融创 新不断推进。与此同时，客户的金融需求与消费行为习惯发生改变，更加注重服 务的体验感、智能化、便捷性和互动性，这些都对商业银行传统网点服务提出了 新的要求。作为数字革命时代的一员，金融行业无论是技术上的运用、平台上的 整合，还是产品上的迭代，都面临着应变、要变和需变。 我国商业银行主要依靠物理网点为客户提供产品与服务，但传统网点存在功 能分布不科学、基础设施简单等先天不足，难以满足及适应现代客户多元化、个 性化的服务需求。与此同时，因体制的先天惯性及业务流程的繁杂，商业银行提 供的服务时耗长、效能低，其服务效率和客户体验一直被诟病。支付宝、微信支 付、手机银行等新型互联网金融服务改变着消费行为与支付习惯，基于互联网技 术和人工智能的智慧地球、智慧组织等新潮概念层出不穷。为此，不少商业银行， 利用技术手段布局，推进智能化网点和智慧银行建设，就此掀起新一轮网点转型 的浪潮。 本文以HJ银行南昌分行为案例研究对象，运用SWOT和PEST模型对其外 部环境和内在条件进行详细分析，以此获悉其推进智慧网点建设的背景及成因。 再进一步通过案例正文描述其智慧网点建设在设备、运营、人员、服务等方面的 举措与进程，并运用顾客价值与数字化转型理论分析HJ银行南昌分行在推进过 程中存在的不足，包括技术能力薄弱，创新力度不够；平台系统分散，整合力度 不够；人员流失严重，人才结构不优；用户体验薄弱，客群结构不优等。最后提 出“以客户为中心，构建创新型金融生态圈”的解决方案，升级智慧网点，打造 智慧品牌，以实现智慧银行，通过技术布局数字化、平台共建信息化、运营优化 智能化、服务升级智慧化等路径实施，并配以组织构建、人力资源保障、资金支 持、风控管理在内的保障措施。 关键词：商业银行；智慧网点；顾客价值；数字化转型；案例研究 IV Abstract With great development of the internet, tremendous changes have taken place in the internal and external environment of bank operation. With the diversified and personalized online investment and financing of enterprises and individuals, cloud data, internet of things, block chain, intelligence and other technologies changing with each passing day, new online financial institutions. Under the backgroud of the optimization and adjustment of the national economic structure and development mode,the financial reform has been continuously deepened, and the interest rate marketization and financial innovation have been continuously promoted. At the same time, customers’ financial needs and consumption habits have changed, and they pay more attention to the experience, intelligence, convenience and interactivity of the service, which puts forward new requirements for the traditional branch service of commercial banks. As a member of the digital revolution era, the financial industry is faced with changes in the Application of technology, integration of platforms and iteration of products. Commercial Banks in China mainly depend on brick and mortar bank branches to provide customers with products and services, but with in the irrational function and simple infrastruchture, the traditional network is hard to meet of modern diversified and personalized customer service. At the same time, due to the inherent inertia system,business process is multifarious, services provided by commercial Banks is time-consuming, low efficiency ,cause the efficiency of its services and customer experience has been criticized. Alipay, WeChat payments, mobile banking and other new types of Internet financial services pay changing consumer behavior and habits, the wisdom of the earth based on Internet technology and artificial intelligence, wisdom, organizations such as new concept emerge in endlessly, using technology to layout, pushing forward the construction of the intelligent network and intelligent bank to bring about a new wave of network transformation. This paper take the Nanchang Branch of HJ Bank as an example, and studies its external environment and internal conditions by using PEST and SWOT models, so as to analyze the background and results of promoting the construction of smart branches. Then through the text of the case describes the construction of its smart network through equipment, operation, personnel, service and other promotion, and the use of customer value theory and digital transformation to analyze its shortcomings in the process of promotion, including weak technical capacity, insufficient innovation; V Decentralized platform system and insufficient integration; Personnel drain is serious, talent structure is not excellent; The user experience is weak and the customer group structure is not excellent. “Take the customer as the center, and puts forward constructing innovative financial ecosystem” solution, upgrade intelligence network, build wisdom brand, in order to realize intelligent bank, through technical layout, platform to build digital intelligent information, operation optimization, service upgrade wisdom implementation path, and provides the organization building, human resources, funding and risk control management, safeguard measures.