互联网金融对银行传统网点的影响及转型策略研究

The Impacts of Internet Finance on Traditional Bank Branches and the Transformation Strategy

银行网点是最基层的物理经营单位,网点的数量和质量能够体现银行的竞争力。在互联网金融的冲击下,银行传统网点柜面业务量减少、优质客户被分流、运营成本居高不下、经营效益走下坡路。本文基于对商业银行网点经营现状的实证分析,通过对比互联网金融和传统银行网点的优劣发现:互联网金融具有成本低、效率高、覆盖广等优势,但不具备银行传统网点的体验感、区域性和可靠性;而银行传统网点在经营特色、服务质量、智能化等方面仍存在不足。未来商业银行应在发挥传统物理网点优势的同时,进一步加大在网点布局、客户结构、服务模式、产品销售等方面的转型力度,从而应对互联网金融冲击给传统网点带来的挑战。

Bank branches are at the most basic level of bank operations.The number and quality of bank branches represent the competitiveness of a bank.With shocks from the internet finance,the counter business of traditional bank branches is reducing,with high quality customers decreasing and operating cost remaining at high level,and management performance gradually deteriorates.Through an empirical analysis of the present management situation of traditional bank branches,this paper compares advantages and disadvantages of internet finance and traditional bank branches,and discusses the transformation and development strategy of traditional bank branches.