在当前经济背景下，电子银行渠道随着社会信息技术的不断发展而日益革新， 银行物理网点的重要性不再那么突出，但是实体网点在客户关系维护，保证银行稳 定收益上的作用还是非常的关键。银行网点是当前业务量最大的金融服务渠道,是 银行产品最重要的分销渠道和服务平台更是银行综合实力的具体象征和体现。 然而近年来我国利率市场化逐年推进，金融市场竞争日趋激烈，存贷款利差不 断缩小，对公业务与企业信贷业务的利润贡献率逐渐降低，商业银行零售网点受到 来自利率市场化以及互联网金融等多方面的冲击，大多数银行网点的经济效益都不 太高，客户流失比较严重，为了改变这种局面，商业银行的网点转型势在必行。 本文在全面阐述国内外银行网点转型理论基础上，通过对 H 银行安庆分行网点 考察调研，运用文献研究法、问卷调查法、实地调查法，立足于 H 银行安庆分行零 售业务发展现状，分析存在的问题，提出适合 H 银行安庆分行转型的发展策略，进 而改进网点的金融服务能力，提高客户服务体验,并最终实现零售网点的转型，从 而促进H银行安庆分行的可持续发展，并据此为其他商业银行的转型发展提供借鉴。 关键词：商业银行；零售业务；网点转型I ABSTRACT In the current economic background, despite the development of information technology, e-banking channels continue to evolve, but physical outlets are still the key to deepening customer relationships and ensuring a stable source of profit for commercial banks. Bank outlets are currently the largest financial services channel. It is the most important distribution channel and service platform for bank products, and it is the specific symbol and embodiment of the comprehensive strength of banks. However, in recent years, China's interest rate marketization has been advancing year by year. Financial market competition is getting more and more intense.The spread of deposits and loans has been shrinking. The profit contribution rate to the public business and corporate credit business has gradually decreased. Commercial retail outlets have been subject to interest rate liberalization and Internet finance. In many aspects, the economic benefits of most bank outlets are not too high, and the loss of customers is relatively serious, which affects the economic benefits of commercial banks to a certain extent. Over the years, the physical outlets of domestic commercial banks have carried the transaction function, marketing function and image display function, which is an important bargaining chip for domestic commercial banks in competition. However, with the rise of mobile internet finance, a large number of applications such as online banking, mobile banking, and third-party payment, the functional requirements of the bank's physical outlets have changed. Under this situation, the transformation of outlets of commercial banks is also imperative. On the basis of comprehensively relevant theory of transformation at home and abroad, this paper analyzes the existing status of retail business of H Bank Anqing Branch by using the literature research method, questionnaire survey method and field investigation method. The problem is to propose a development strategy suitable for the transformation of H Bank this Branch, thereby improving the financial service capabilities of the outlets, improving the customer service experience, and finally realizing the transformation of retail outlets, thereby promoting the sustainable development of H Bank this Branch, and based on this, The transformation and development of commercial banks can provide reference. Key Words:Commercial bank; Retail Business; Network Transformation1 目 录 第一章 绪论...................................................................................................1 第一节 研究背景与意义 ................................................................................................1 一、研究背景................................................................................................................1 二、研究意义................................................................................................................2 第二节 国内外文献综述 ................................................................................................3 一、国外文献................................................................................................................3 二、国内文献................................................................................................................3 第三节 研究思路及方法 ................................................................................................4 一、研究思路................................................................................................................4 二、研究内容................................................................................................................5 三、研究方法................................................................................................................5 第四节 本文的创新之处 ................................................................................................6 第二章 本文的理论基础...............................................................................7 第一节 银行零售网点及其转型的内涵 ........................................................................7 一、网点转型定义........................................................................................................7 二、网点转型的主要内容............................................................................................7 三、网点转型的目的....................................................................................................8 第二节 相关理论概述 ....................................................................................................8 一、业务流程再造理论................................................................................................8 二、组织变革理论........................................................................................................8 三、客户关系管理理论................................................................................................9 四、绩效考核理论........................................................................................................9 五、核心竞争力理论....................................................................................................9 第三节 SWOT 分析工具................................................................................................10 第三章 H 银行安庆分行的网点经营现状分析.........................................11 第一节 H 银行安庆分行发展概况...............................................................................112 一、H 银行基本概况...................................................................................................11 二、安庆分行现状.......................................................................................................11 第二节 安庆分行零售网点运营现状...........................................................................11 一、零售网点的功能定位...........................................................................................11 二、零售网点运行现状.............................................................................................. 12 第三节 现有运营模式存在的主要问题...................................................................... 14 一、网点选址不合理.................................................................................................. 14 二、人员结构不合理.................................................................................................. 14 三、客户营销不合理.................................................................................................. 14 四、营销队伍素质待提升.......................................................................................... 15 第四章 调研方案设计与结果分析.............................................................16 第一节 调研目的及目标.............................................................................................. 16 一、调研目的........................................................................................