I 摘要 随着经济全球化进程不断的深入，经济市场内部的环境也随之不断的变化， 加之互联网技术也在蓬勃发展，以及2020年新冠疫情的影响，促使传统型的银 欧亿·体育（中国）有限公司面临巨大的挑战。在这种严峻的局面下，我国政府提出了“无接触金融” 这一新颖的概念，这也就意味着传统型银行网点若想要在金融市场中获得长久 的发展，就必须尽快的完成转型。 面对新的经济环境与市场格局，建设银行南京分行在2018年时开始了网点 转型发展，网点转型的核心思想是以客户的需求为关键点，对金融科技进行全 面创新，循序渐进的转型成为一个综合化的现代化新型网点。而S支行作为南 京分行的下设的一个网点也开展了智慧网点转型项目。但是S支行在转型实践 中，也存在诸多问题：员工转型红利未完全有效释放、客户服务流程“小异大 同”的问题尚未根本改善、网点营销综合能力不强的短板亟待补齐、网点绩效 考核缺乏公平性、缺乏科学网点转型部署等等。这些问题的存在大大影响了S 支行转型步骤与成效。 本文以建设银行南京分行S支行作为研究对象，采用文献分析、案例研究 以及对比分析等研究方法对S支行的智慧网点转型过程中所涉及到的各方面的 影响因素进行全面深入的研究分析。首先，笔者在阐述S支行转型发展现状的 基础上，分析转型过程中所存在的不足之处；其次，结合S支行在转型过程中 所暴露出来的缺点对其现行的转型方案进行优化。具体包括：明确S支行智慧 网点转型的具体方向；在发展线上业务的同时兼顾线下业务的服务水平，对当 前的营销流程进行优化；对S支行当前所提供的金融产品或是服务进行创新； 全面提升内部员工的综合服务水平，发展壮大客户营销队伍；构建出科学完善 的员工激励机制，激发内部工作人员的工作积极性与主观能动性。 本文研究一方面能够为建行南京分行S支行网点转型、促进建行南京分行S 摘要 II 支行发展提供一定的现实指导价值，另一方面也能够为同业银行在日趋激烈的 市场竞争中，创新业务发展模式、优化网点建设方向提供借鉴价值。 关键词：银行网点、智慧网点、策略研究，互联网金融 ABSTRACT III ABSTRACT With the deepening of the process of economic globalization, the internal environment of the economic market is constantly changing. In addition, Internet technology is also booming, and the influence of COVID-19 in 2020 has prompted the traditional banking industry to face enormous challenges. In this severe situation, our government has put forward the new concept of "contactless finance", which means that if the traditional bank outlets want to achieve long-term development in the financial market, they must complete the transformation as soon as possible. Facing the new economic environment and market pattern, Nanjing Branch of China Construction Bank started the transformation and development of outlets in 2018. The core idea of the transformation of the outlets is to comprehensively innovate financial technology and gradually transform into a comprehensive modern new network with the customer's needs as the key point. As a branch under Nanjing Branch, s branch also carried out the smart network transformation project. But in the practice of transformation, s branch also has many problems: the staff transformation dividend is not released completely and effectively, the customer service process is "small and identical", the short board with weak comprehensive marketing ability needs to be filled up, the performance appraisal of the outlets is lack of fairness, and the scientific transformation deployment of the network is not enough. These problems greatly affect the transformation steps and results of s sub branch. This paper takes the Construction Bank Nanjing Branch s branch as the research object, and uses the literature analysis, case study and comparative analysis to comprehensively and deeply analyze the influencing factors involved in the process of the transformation of s sub branch's smart network. First, the author analyzes the shortcomings in the transformation process on the basis of the current situation of s sub branch transformation and development; secondly, it optimizes the current transformation scheme based on the shortcomings exposed in the transformation process of s sub branch. The specific contents include: to clarify the specific direction ABSTRACT IV of the transformation of s sub branch intelligent network; to optimize the current marketing process while developing online business, to optimize the service level of offline business; to innovate the financial products or services currently provided by s branch; to comprehensively improve the comprehensive service level of internal staff, to develop and expand the customer marketing team; to build scientific and perfect employees The incentive mechanism can stimulate the working enthusiasm and subjective initiative of the internal staff. This paper can provide practical guidance value for CCB Nanjing Branch network transformation and promote the development of s branch of Nanjing Branch of CCB, on the other hand, it can provide reference value for the banks to innovate business development mode and optimize the construction direction of the branch in the increasingly fierce market competition. Key words:Network transformation, strategy research, Internet Finance 目录 V 目 录 摘要 ............................................................................................................................... I ABSTRACT .............................................................................................................. III 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 ................................................................................................. 3 第二节 国内外文献综述 ...................................................................................... 3 一、国外文献综述 ......................................................................................... 3 二、国内文献综述 ......................................................................................... 5 三、现有研究评述 ......................................................................................... 7 第三节 研究思路与方法 ...................................................................................... 8 一、研究思路 ................................................................................................. 8 二、研究方法 ............................................................................................... 10 第二章 相关概念及理论基础 ................................................................................ 11 第一节 互联网金融 ............................................................................................ 11 一、互联网金融定义 ................................................................................... 11 二、互联网金融特点 ................................................................................... 11 三、互联网金融对银行网点的影响 ........................................................... 12 第二节 银行网点转型 ........................................................................................ 14 一、银行网点转型内涵 ............................................................................... 14 二、银行网点转型方向 ............................................................................... 14 第三节 理论基础及工具 .................................................................................... 16 一、新网点主义理论 ................................................................................... 16 二、客户关系管理理论 ............................................................................... 17 三、感知服务质量理论 ............................................................................... 17 目录 VI 四、7S管理工具 .......................................................................................... 17 第三章 建行S支行智慧网点转型现状与问题分析 ........................................... 20 第一节 建行S支行发展现状 ..........................................................................