随着互联网金融的飞速发展，线上支付渠道不断影响客户交易行为习惯，银 行消费者行为正在发生巨变。当前，客户通过移动终端可以处理大部分业务，同 时客户的金融服务诉求也不断趋于多元化和个性化，银行物理网点原有优势一去 不复返。银行业经营环境瞬息万变，商业银行面临盈利空间缩减、客户流失、同 业竞争、强监管等压力，网点作为银行最基本的经营单元，其服务形式及运营效 率，仍然直接体现了商业银行的市场核心竞争力。面对内忧外患的形势，网点该 如何打造才能符合新形势客户需求？ 只有根据客户需求变化而快速革新的银行网点才有竞争力，邮储银行YT分行 网点在功能布局、经营理念、营销服务模式等方面与同业先进水平仍存在很大差 距。本文结合新网点主义理论及7Ps服务营销等相关理论，通过案例分析法对富国 银行、招商银行、中国工商银行等成熟商业银行网点转型的经验分析和借鉴，利 用STEPIC模型、SWOT分析，剖析了YT辖内网点目前存在的各类问题，综合提出了 网点转型方向，从网点布局、流程优化、智能化、客户关系、人才培养、绩效考 核等多方面进行转型探索，通过经营理念和模式的转型来适应新时代发展要求， 实现网点精细化管理，逐步提升网点产能。 银行网点转型是一个长期而庞大的系统工程，需要对流程、产品、人员及制 度等多方面改革，注重“硬转”和“软转”相结合，积极探寻符合邮储银行YT分 行的网点转型策略，希望能为邮储银行YT分行网点转型工作提供一点思路。 关键词：邮储银行；网点转型；策略研究 III Abstract WiththerapiddevelopmentofInternetfinance,onlinepaymentchannelscontinue toaffectcustomertradinghabits,bankconsumerbehaviorisundergoinggreatchanges. Channelistheplatformandwayofcommercialbankmarketing.Atpresent,customers canhandlemostofthebusinessthroughmobileterminals,thechanneladvantagesand productadvantagesofcommercialbanksaregoneforever,andthedemandsof customers'financialservicesarebecomingdiversifiedandindividualized.Theoperating environmentofthebankingindustryischangingrapidly,andcommercialbanksare facedwiththepressureofreducingprofitspace,customerloss,peercompetition,strong supervisionandsoon.Asthemostbasicoperatingunitofthebank,theserviceform andoperationefficiencyofthenetworkstilldirectlyreflectthemarketcore competitivenessofcommercialbanks.Inthefaceofinternalandexternalproblems, howshouldthenetworkbebuilttomeettheneedsofcustomersinthenewsituation? Butonlythebanknetworkthatinnovatesrapidlyaccordingtothechangeof customerdemandiscompetitive,andthereisstillabiggapbetweenpostalsavingsbank YTbranchnetworkandtheadvancedlevelofthesameindustryintheaspectsof functionlayout,managementidea,marketingservicemodeandsoon.Thisarticle combinesthenewnetworkdoctrinetheoryand7Psservicemarketingandotherrelated theories,throughthecaseanalysisanalysistoWellsFargoBank,ChinaMerchantsBank, IndustrialandCommercialBankofChinaandothermaturecommercialbanknetwork transformationexperienceanalysisandreference,usingtheSTEPICmodel,SWOT analysis,analysisofpostalsavingsbankbranchesandnetworkstatusandexisting problems,comprehensivelyputforwardthenetworktransformationdirection,fromthe networklayout,processoptimization,intelligence,customerrelations,talenttraining, performanceappraisalandotheraspectsoftransformationexploration,throughthe networktransformationtoimprovethecorecompetitivenessofbankoutlets,Tomeet therequirementsofthedevelopmentofthenewera,toachievefinenetwork management,graduallyimprovenetworkcapacity. Thetransformationofbanknetworkisalong-termandhugesystemengineering, whichneedstoreformtheprocess,product,personnelandsystem,payattentiontothe combinationof"hardturn"and"softturn",adheretothe"customer-centered"service concept,activelyexplorethepostalsavingsbankYTbranchnetworktransformation strategy,hopingtoprovidesomeideasforthepostalsavingsbankYTbranchnetwork transformation. Key-words:PostalsavingsBank;NetworkTransformation;ProgrammeResearc 目录 1.绪论................................................................................................................................1 1.1选题背景及意义....................................................................................................1 1.1.1选题背景......................................................................................................1 1.1.2研究意义......................................................................................................1 1.2研究内容及思路....................................................................................................2 1.3研究方法................................................................................................................2 2.文献综述及网点转型相关理论....................................................................................4 2.1网点转型理论基础................................................................................................4 2.1.1“新网点主义”理论..............................................................................................4 2.1.2网点转型理论....................................................................................................4 2.1.3“7Ps”服务营销理论...........................................................................................4 2.2国内外研究综述....................................................................................................6 2.2.1国外研究综述..............................................................................................6 2.2.2国内研究综述..............................................................................................6 2.2.3文献评述......................................................................................................6 3.国内外银行转型案例分析............................................................................................9 3.1国外富国银行转型分析........................................................................................9 3.2国内银行网点转型案例........................................................................................9 3.2.1中国招商银行网点转型分析......................................................................9 3.2.2中国工商银行网点转型分析....................................................................11 3.3国内外银行网点转型的启发..............................................................................12 3.3.1客户服务理念转型....................................................................................12 3.3.2加强渠道建设............................................................................................13 3.3.3加强网点团队建设....................................................................................14 3.3.4走轻型化转型之路....................................................................................14 3.3.5经营方向综合化........................................................................................14 4.邮储银行YT分行网点现状及原因分析..................................................................15 4.1邮储银行YT分行概况......................................................................................15 4.2邮储银行YT分行环境分析.............................................................................15 4.2.1“STEPIC”模型分析....................................................................................15 4.2.2SWOT模型分析......................................................................................17 4.3邮储银行YT分行网点现状..............................................................................18 4.3.1YT分行网点硬件环境.............................................................................18 4.3.2YT分行网点客户情况.............................................................................19 4.3.3YT分行零售客户结构分析.....................................................................20 4.3.4YT分行网点问题原因分析.....................................................................21 4.4邮储银行YT分行网点转型原因.....................................................................23 4.4.1网点转型的外部原因................................................................................23 4.4.2网点转型的内部原因................................................................................24 5.邮储银行YT分行网