学 校 代 码
密级
中图分类号
UDC
硕士学位论文
MASTER DISSERTATION
论文题目中国银行 J 分行网点运营管理优化研究
（中文）
论文题目Research on optimization of network Operation
（英文） management of J Branch of Bank of China
作 者 吴周旎 导 师曹元坤
申请学位 硕士 学院名称MBA 学院
学科专业 工商管理 研究方向企业管理理论与方法
年月
I 独创 性 声明
本人声明所呈交的论文是我个人在导师指导下进行的研究工作及
取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，
论文中不包含其他人已经发表或撰写的研究成果，也不包含为获得江
西财经大学或其他教育机构的学位或证书所使用过的材料。与我一同
工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并
表示了谢意。
签名： 日期：5 月 18 日
关于论文使用授权的说明
本人完全了解江西财经大学有关保留、使用学位论文的规定，即：
学校有权保留送交论文的复印件，允许论文被查阅和借阅；学校可以
公布论文的全部或部分内容，可以采用影印、缩印或其他复制手段保
存论文。
（保密的论文在解密后遵守此规定）
签名： 导师签名：日期：5 月 18 日
II摘 要
在早期经济体制及金融欧亿·体育（中国）有限公司发展背景下，大型国有商业银行在全国范围内逐步构建
了完备的营业网点分布网络，形成了规模性的市场布局，积累了传统的欧亿·体育（中国）有限公司优势。但是，
在实践中发现，这些银行的服务效能存在欠缺，这种市场规模与服务效能的不平衡不对
等，是客户与银行长期存在的矛盾的聚焦点所在。同时，新时代下互联网技术的飞速发
展，催生了高效便捷、透明、低门槛的互联网金融，深刻影响了大众的金融观念和需求，
带给了传统的商业银行巨大的竞争挑战，挤压了传统商业银行物理营业网点的生存空间。
但银行网点在银行整体的经营管理中占据了关键的位置，它是展示银欧亿·体育（中国）有限公司务和服务的最
前端窗口，直接影响到企业形象、客户关系。因此，研究探索银行物理网点的运营管理
工作，推动其积极主动适应新时代的发展趋势进行自我革新，是商业银行的紧迫战略问
题。
中国银行 J 分行作为具有百年发展历史的大型国有银行，其在营业规模和发展潜力
方面都处于领先位置，但在当前激烈的市场竞争环境下，忽视了客户需求的转变。业务
数量、盈利情况都进入了发展瓶颈，传统的物理网点效能在不断衰减，逐渐无法适应当
前的发展需要。因此需要主动准确把握市场和客户的变化，推动营业网点运营管理措施
的优化升级。本文将中国银行 J 分行置于中国银行百年历史的发展坐标系中分析，研究
借鉴了国内外关于银行运营管理的探索经验成果，结合基本营销理论基础上，立足中国
银行J 分行运营管理现状，分析其运营管理工作存在的问题及深层次原因。从问题和原
因出发，抓住“以客户为中心”的服务理念这一关键点，在网点建设、内部管理、客户
营销、团队管理等方面探索具体的优化举措。最后从组织、人力、财务、风控等方面研
究优化举措的保障措施，保证优化措施的实效。
本文以中国银行 J 分行为代表，希冀通过对个体的深入研究，为探索新时代经济发
展背景下传统银行最基层网点的运营管理工作发展方向提供一定借鉴。
关键词：运营管理；商业银行营业网点；优化提升措施；互联网金融
III Abstract
Under the background of early economic system and financial industry development,
large state-owned commercial banks gradually built a complete distribution network of
business outlets nationwide, formed a large-scale market layout, and accumulated traditional
industry advantages. However, in practice, it is found that the service efficiency of these
banks is deficient. The imbalance between market size and service efficiency is the focus of
the long-standing contradiction between customers and banks. At the same time, the rapid
development of Internet technology in the new era has spawned efficient, convenient,
transparent and low-threshold Internet finance, which has profoundly influenced the financial
concept and demand of the public, brought great competition challenges to traditional
commercial banks, and squeezed the living space of traditional commercial banks; physical
business outlets. But bank branches in the overall bank management occupies a key position,
it is to show the forefront of banking business and service window, directly affect the
enterprise image, customer relations, therefore, research on exploring the physical network
bank operation management work, promote their active self innovation to adapt to the
development trend of the new era, is an urgent strategic problem that commercial bank.
The bank of China, J as a large state-owned Banks with one hundred years of
development history, its in business scale and development potential in a leading position, but
in the current intense market competition environment, and its change of neglected the needs
of customers, business number, earnings have entered the development bottleneck, the
traditional physical network efficiency in continuous attenuation, gradually can not adapt to
the current development needs, Therefore, it is necessary to take the initiative to accurately
grasp the changes of the market and customers, and promote the optimization and upgrading
of operation management measures of business outlets. This thesis put the bank of China, J in
the development of the bank of China, one hundred - year - old coordinate system analysis,
draw lessons from the domestic and foreign research results about the exploration of bank
operation and management experience, combined with basic marketing theory, based on the
bank of China, J operation management present situation, analyzes the problems existing in
the operation management work and the deep level reason, and starting from the problems and
causes, Seize the key point of "customer-centered" service concept, explore specific
optimization measures in the aspects of network construction, internal management, customer
marketing, team management and other aspects, and study the guarantee measures of
optimization measures from the aspects of organization, human resources, finance, risk
IVcontrol to ensure the effectiveness of optimization measures.
Taking J Branch of Bank of China as a representative, this thesis hopes to provide some
reference for exploring the development direction of the operation and management of the
most basic branches of traditional banks under the background of economic development in
the new era through in-depth study of individuals.
KeyWords: Operation management; Business outlets of commercial banks;
Optimization and promotion measures; online finance
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