在经济社会快速发展的过程中，利率市场化不断完善，互联网金融领域快速发展， “强监管、严监管”的政策持续深化，净息差逐渐变小，管理模式出现明显脱节现象， 资产质量压力不断加大，很多内部发展问题呈现出来，给银行业带来极大的挑战。对于 改制成立五年的QD农商银行而言，其生存和发展也面临着极大的挑战。在经济社会快 速发展的过程中，很多新兴技术不断涌现出来，如区块链、云计算、大数据等，其迭代 更新的速度已经远远超出人们的理解范畴，无论是发展策略，还是生存法则，都出现了 很大的变化。在这个过程中，立足实体经济的基本需求，采取定制化、多样化的方式开 发不同的金融产品，都在加快推动银行业进入一个转型发展的新时代。从当前的形势来 看，面对互联网金融带来的挑战，QD农商银行怎样快速适应经济新常态，通过转型升 级的方式，从困局中走出来，在激烈的市场竞争中占据优势，已成为当务之急。 本文从网点转型的相关理论研究入手，运用文献研究法、案例分析法、问卷调查法 等多种方法和工具对QD农商银行基层网点转型进行了详细的研究和分析。首先通过对 QD农商银行基层网点的现状进行系统分析，从QD农商银行基层网点的经营概况、人 员结构情况、网点建设情况、网点服务情况四个方面着手，并就其网点经营条件进行优 势分析及劣势分析。其次，结合QD农商银行基层网点的实际情况，对其网点建设、网 点服务、网点经营、网点环境四方面内容开展问卷调查，将收集回来的评价数据进行整 理、归纳，并采用描述统计法分析，找出当前基层网点经营中存在的问题，进而明确网 点转型优化的方向。接下来，从网点硬件设施、功能分区、优质服务、客户粘性、营销 策略、队伍管理、科技运用、渠道建设八个方面总结设计出便于QD农商银行基层网点 实施且有助于今后网点长远发展的转型方案，并对该方案的实施举措进行了详细的说明。 最后介绍了QD农商银行基层网点转型方案实施保障。本文的研究成果不仅可以指导 QD农商银行基层网点转型，而且对于其他地区的其他同业的网点转型工作有一定的参 考作用。 关键词：QD农商银行；网点转型；优化转型；优化方案；保障措施 ii Abstract In the process of rapid development of economy and society, continuously improve interest rate marketization, the Internet rapid development in the financial sector, the policy of "strong regulation and strict supervision" continues to deepen, net interest margin gradually become smaller, the management pattern appears apparent disconnectedness, asset quality pressure increasing, many internal development issues, the banking industry to bring huge challenges. For QD Rural Commercial Bank, which has been restructured and established for five years, its survival and development are also facing great challenges. In the process of rapid economic and social development, many emerging technologies emerge continuously, such as block chain, cloud computing, big data, etc., whose iterative update speed has been far beyond the scope of people's understanding, and both development strategies and survival rules have undergone great changes. In this process, the development of different financial products in a customized and diversified way based on the basic needs of the real economy is accelerating the banking industry to enter a new era of transformation and development. From the current situation, in the face of the challenges brought by Internet finance, it has become a top priority for QD Rural Commercial Bank to quickly adapt to the new normal of the economy, and to get out of the dilemma and gain an advantage in the fierce market competition through transformation and upgrading. This paper starts with the theoretical research on the transformation of branches, and makes a detailed research and analysis on the transformation of grassroots branches of QD Rural Commercial Bank by using various methods and tools such as literature research method, case analysis method and questionnaire survey method. Firstly, through the systematic analysis of the status quo of QD Rural Commercial Bank's grassroots branches, this paper starts from the four aspects of QD Rural Commercial Bank's grassroots branches' operation overview, personnel structure, network construction and network service, and analyzes the advantages and disadvantages of its network operation conditions. Secondly, in combination with the practical situation of QD agri-businesses bank outlets at the grass-roots level, the network iii construction, network services, network management, network environment four aspects to carry out the questionnaire, collected from the evaluation data sorting, induction, and USES the description statistics analysis, find out the problems existing in the current network management at the grass-roots level, and then clear the direction of optimizing the network transformation. Next, from the network hardware, function partition, quality service, customer stickiness, marketing strategy, team management, use of science and technology, the channel construction in eight aspects summarizes design easy to QD agri-businesses bank grass-roots branches and helpful to the long-term development of the future network transformation scheme, and of the scheme in detail. Finally, it introduces the implementation guarantee of the transformation plan of QD Rural Commercial Bank. The research results of this paper can not only guide the transformation of grassroots branches of QD Rural Commercial Bank, but also serve as a reference for the transformation of branches of other Banks in other regions. Key words: QD Rural Commercial Bank; Transformation of grassroots branches; Optimization of transformation; Optimization scheme; Safeguard measures iv 目 录 第一章 绪论 ............................ 1 1.1 研究背景及意义 ........ 1 1.1.1 研究背景 ......... 1 1.1.2 研究意义 ......... 4 1.2 国内外研究文献综述 5 1.2.1 国外研究文献综述......................... 6 1.2.2 国内研究文献综述......................... 7 1.3 研究方法和思路 ........ 9 1.3.1 研究方法 ......... 9 1.3.2 研究思路和主要内容 ................... 10 1.3.3 论文结构和研究框架 ................... 11 1.4 创新点和不足 .......... 13 第二章 银行网点转型相关概念和理论基础 ....... 14 2.1 银行网点转型相关概念 ......................... 14 2.1.1 银行网点转型概念....................... 14 2.1.2 银行网点转型内涵....................... 14 2.1.3 银行网点转型发展方向 ............... 15 2.2 银行网点转型相关理论基础 .................. 16 2.2.1 银行再造理论 .............................. 16 2.2.2 新网点主义理论 .......................... 17 2.2.3 网点转型理论 .............................. 17 2.2.4 银行网点7S管理理论................. 18 2.3 国内外银行网点转型经验借鉴 .............. 18 2.3.1 国外银行网点转型经验 ............... 18 2.3.2 国内同业银行网点转型经验 ....... 19 第三章 QD农商银行网点现状分析 .................... 20 3.1 QD农商银行基本概况............................ 20 3.2 QD农商银行网点情况............................ 22 3.2.1 QD农商银行网点经营概况 ......... 22 3.2.2 QD农商银行人员结构情况 ......... 25 3.2.3 QD农商银行网点建设情况 ......... 26 3.2.4 QD农商银行网点服务情况 ......... 28 v 3.3 QD农商银行网点经营条件分析 ............ 28 3.3.1 优势分析 ....... 28 3.3.2 劣势分析 ....... 29 第四章 QD农商银行基层网点转型面临的问题调查及分析 ............ 30 4.1 开展客户问卷调查 .. 30 4.1.1 问卷调查描述 .............................. 30 4.1.2 问卷调查结果统计分析 ............... 30 4.2 QD农商银行网点转型存在的问题 ........ 41 4.2.1 网点布局不合理、配套设施陈旧落后 ....................... 41 4.2.2 硬件配置不完善、网点形象各不相同 ....................... 41 4.2.3 服务质效不显著、客户忠诚难以维持 ....................... 42 4.2.4 营销能力不突出、网点业绩无从保证 ....................... 42 4.2.5 人员配备不合理、投诉事件时有发生 ....................... 43 4.2.6 客户分流不到位、运营效率有待提高 ....................... 44 4.2.7 智能机具不充足、影响客户服务体验 ....................... 44 第五章 QD农商银行网点转型方案的优化设计 . 46 5.1 QD农商银行网点转型优化方案的实施原则 ........................ 46 5.1.1 从远期规划方面考虑 ................... 46 5.1.2 从客户体验方面考虑 ................... 46 5.1.3 从智慧建设方面考虑 ................... 46 5.2 QD农商银行网点转型优化方案 ............ 47 5.2.1 加强网点功能分区，向效率化发展转型升级 ........... 47 5.2.2 加强硬件设施建设，向标准化设施转型升级 ........... 49 5.2.3 加强优质服务标准，向