BYR Achieve · 镜像论坛

摘要 “网点转型”思想是由国外公司率先引入国内的，是指银行网点按照“随需而变”的理念，从单纯的存取款和结算服务，转型为能够灵活地提供多种个人金融业务的咨询和服务的金融机构。国外银行对我国银行业服务效率、服务水平、服务质量上的挑战日益加剧，银行同业之间的竞争日益激烈。与此同时银行客户的需求也在不断迅速的变化着，客户对银行服务的期望越来越高，但却往往不能与他们的实际体验得到一致，导致了客户忠诚度的降低。因此为加强同业竞争力，提高客户满意度，各商业银行迫切需要进行网点转型。网点转型是网点的业务功能由核算交易主导型向营销服务主导型的转变，这对于商业银行为客户提供优质、快捷的服务，从而提升客户满意度，提高营业网点的服务效率，增强网点销售能力具有非常重要的意义。虽然建行海南省分行进行了部分内容的转型工作，在转型后取得了较好的效果，但是因为业务创新能力薄弱，网点经营仍在延续旧有的思维方式和习惯，在改造过程中仍然存在不少问题，如1、服务质量和客户满意度较低；2、网点人员营销能力不强；3、业务流程较为繁琐等，所以需要对其转型进行更深入的研究和探索。因此，完善和加强网点转型，对于建行海南省分行在激烈的市场竞争中占有一席之地，促进自身全面、快速、可持续发展具有重要的现实意义。本论文通过对建设银行海南省分行营业网点的经营现状和存在的问题进行分析，结合客户需求、满意理论和服务营销理论，并借鉴其他商业银行的成功经验，提出了建行海南省分行网点转型的目标和措施，指出要从服务、营销、和业务流程等方面推进网点转型：1、打造与转型相适应的环境；2、重新定位网点大堂经理角色；3、柜面业务分柜办理和高低柜业务分离；4、网点精神支柱；5、神秘人调查；6、网点排队与客户满意度监测分析等措施，提出以客户为中心的服务流程再造，最终实现改善网点服务，增强销售能力的目标。主题词：网点转型客户满意度服务营销英文Abstract The idea of "Network Transformation" is first brought in by foreign companies.It means that the bank outlets in accordance with the concept of "changing with demand", from simple deposit，withdrawal and settlement , transform into financial institutions providing various consultations and services to personal financial business flexibly. The challenges coming from foreign banks on efficiency,level and quality of service of domestic banking ,is growing increasingly，and the competitions among the banking industry is becoming more fierce.Meanwhile the needs of customers are changing rapidly. Customers’increasingly high expectations of banking services,are often not consistant with their practical experience, resulting in reduction of customer loyalty.Therefore,all commercial banks have an urgent need for network transformation,in order to enhance the competitiveness in the same industry and improve customer satisfaction.Network transformation is the transformation of network business function ,from accounting transaction-oriented to marketing service-oriented, which is significant for commercial banks to provide customers with high-quality, efficient services,so as to upgrade customer satisfaction，improve service efficiency of operating network and enhance network marketing capacity. The Hainan Provincial Branch of China Construction Bank has carried out parts of the transformation and achieved good results to some extent,however,because of the weak creativity,network managements are still continuing the old ways of thinking and habits,and there still exist many problems in the transformation process.Such as,first, quality of service and customer satisfaction is poor; second,staff of network does not possess strong marketing capabilities;third,the process is complicated,so deeper research and exploration of the transformation is needed.Therefore,improving and strengthening the network transformation has important pratical significance, for the Hainan Provincial Branch of China Construction Bank to take a place from the market filled with fierce competitions, and to promote their own comprehensive, rapid and sustainable development. In this paper,through the analysis of Hainan Provincial Branch of China Construction Bank outlets operating status and problems,combined with customer needs,satisfaction theory and services marketing theory, and learning from the successful experience of other commercial banks, Hainan Provincial Branch of China Construction Bank raised objectives and measures of network transformation, pointing out that promote the network transformation in the aspects of service, marketing, process and so on.The specific measures are as follows. 1. To create an environment appropriate to the transformation. 2. To re-position the role of network lobby manager. 3. Counter business is processing and separation of high and low cabinets business. 4. To build spiritual support network. 5. To investigate the mysterious person. 6. To monitor and analyse network queuing and customer satisfaction. With this measures and others,proposed to customer-centric service process reengineering,ultimately the goal of improving the network services and strengthening marketing capabilities will be achieved. Key words: Network Transformation Services Marketing Customer Satisfaction

请教，大家帮我看看这个汉译英对不对