In general, we should keep the number of outlets in line with the market and development, and focus on making reasonable adjustments to the strategic layout of outlets. The general principle is that the outlets should adjust to the densely populated areas such as economically developed areas, emerging economic circles and commercial centers, government offices and high-end communities, relocate and merge low-yield outlets, and use off-bank self-service banks to replace regional customer services; Appropriately set up and add institutions in counties (cities) with relatively developed economy and great potential to enhance the coverage and radiation of outlets. The second is to accelerate the hardware transformation of outlets. It is necessary to coordinate the transformation of outlets with advanced concepts, formulate plans and plans for the transformation of outlets, promote implementation, and do a good job in implementation; It is necessary to standardize and standardize the image and function of outlets through transformation. Third, we should accelerate the construction of electronization. Increase the delivery of self-service equipment and optimize the layout of self-service channels; Improve the service functions of Bank of China self-service, online banking and mobile banking, improve the mobility of self-service, and allow the limited human resources of outlets to focus on serving high-end customers and improve operating efficiency. (2) By upgrading the service function of outlets and promoting the service sales optimization process, the transformation of outlets can be realized. First, we should speed up the upgrading of network functions. Accelerate the upgrading of outlets, reduce transactional outlets, increase fully functional and sales outlets, and realize the full configuration of outlets and full coverage of service functions as soon as possible. The second is to improve the sales ability of outlets and channels. Complete four teams, namely, the person in charge of the network, the lobby manager, the wealth management manager and the account manager, so that everyone in the network can do sales, and some people specialize in sales; Closed counters should sell products, and open counters should become an important place to sell products; The vast market that needs to be sold at outlets and outside outlets should become the main position for selling products. Third, it is necessary to fully implement the integration of sales process of outlet services. It is necessary to formulate full-functional, sales-oriented and transactional outlets' service sales processes according to the Head Office's outlet service sales process standards and the current situation of outlets, and improve the comprehensive benefits of outlets' functional services by implementing the reengineering and transformation of outlets' service sales processes. Second, we should change the growth mode in expanding basic customers (1) Make good use of three types of "channels" to expand customers. Make good use of outlet channels, implement the "Ten Ones" marketing service, do a good job in positional warfare, and do a good job in window marketing of shops and counters; Make good use of customer channels, lead customers through customers, and actively develop third-party sales; Seize the public-private joint channel and implement compound marketing for business customers. (B) seize the "bull's nose" marketing. Seize the "bull's nose" of individual customer basic deposit account. Keep an eye on local medical insurance and social security business and make breakthroughs; Seize the business of paying wages and collecting and paying. Intensify the marketing of finance and non-tax, especially in the reform of "the county is directly governed by finance", and seize the new round of "paying wages on behalf of" business. (C) to carry out "going in" marketing. It is necessary to enter the customer market to market new customers and describe new business; Go out of the peer market and do a good job in the business marketing of "borrowing chickens to lay eggs". Make use of the advantages of peers' outlets and customers' resources, carry out bundled cooperative marketing with peers by means of inter-bank product export, centralized transaction clearing, and revenue sharing, and expand effective individual customers by "borrowing chickens to lay eggs" to sell our financial products; Enter the college community and strengthen the expansion of potential customers such as college students and "new citizens". The business of student loan, campus card, RMB remittance, insurance, fund and so on will be organically combined to serve the customer base of college students, and a certain crystal brand advantage will be formed through a comprehensive financial service plan. (D) the implementation of three-level wealth "bull's-eye" marketing. Step up the construction of wealth management channels and gradually improve the construction of three-level wealth management system within its jurisdiction; Equipped with professional financial management team to implement "one-to-one" and "one-to-many" VIP customer maintenance and service; We will implement differentiated service marketing for middle and high-end customers, improve the added value of VIP customers' wealth with the help of the exclusive service of BOC Fortune brand, attract and expand high-end customers outside the bank through differentiated services, and strive to seize the middle and high-end customer market. (E) the use of "sticky products" composite marketing. "Sticky products" such as housing loans, debit cards, credit cards, online banking, short messages, fixed fund investment, insurance, collection and payment, wealth management products, etc. are embedded in the sales service process for individual customers, so as to accelerate the development of bundled marketing of personal financial products business, expand and stabilize the customer base from the source, improve customer stability and loyalty, expand the basic customer base and increase customer ownership. Third, we must realize the transformation of growth mode in doing a good job in customer relationship management (1) Implementing customer classification and grading marketing management. Accelerate the construction of personal business customer management system (CRM), improve customer classification and grading, implement classified marketing and management, accurately and comprehensively analyze and grasp the various needs of customers at all levels, and formulate product service plans or overall service plans with the help of databases. (two) to strengthen the layered service channel window. Relying on outlets, customers are regularly contacted and maintained by channel sales staff or outlet directors at different levels, and the channels such as e-banking, open counters and wealth management service areas are effectively used for zoning services, so as to stabilize old customers, develop new customers and increase the proportion of middle and high-end basic customers. (3) Actively implement targeted maintenance for mid-to high-end customers. We will step up the construction of personal customer information database, and carry out daily maintenance and targeted marketing on the basic customer base through low-cost and batch means such as SMS, telephone banking, online banking and reconciliation letters, so as to guide customers to use our products and services more and improve customer loyalty and "wallet share". (4) Strengthen the integration and management of customer resources and implement cross-selling. Strengthen cross-selling of personal business itself; Give full play to the overall advantages of public-private linkage; Strengthen joint marketing with other financial institutions such as securities, futures and insurance. Cooperate with Bank of China Securities, Bank of China Fund and Bank of China Insurance to develop products, share customer resources and product resources, enhance the overall competitive advantage, and achieve win-win cooperation. Fourth, we must realize the transformation of growth mode in business innovation (1) Accelerate the development and promotion of new intermediate businesses. Focus on developing wealth management products for mid-to high-end customers, and increase the proportion of intermediate income in wealth business. Carry out the centralized processing mode of remittance and transfer, actively launch new businesses such as "quick money" and "travel guarantee", strengthen cooperation with study abroad agents, travel agencies and labor export companies, and expand personal foreign exchange sales business from the source; Consolidate the market share of foreign exchange settlement through cross-selling of international remittance and RMB wealth management products; Promote retail sales of precious metals and increase intermediate income sources. (2) Accelerate the innovation and development of bank cards. Integrate the functions of joint venture debit card, quasi-credit card and debit card products, and promote the coordinated development of "three cards"; Use the function of "borrowing and lending in one" Great Wall Card to load customer demand and form a unique competitive advantage; Actively explore the profit model of credit card business, relying on UnionPay and BOC Card Company's acquiring platform to do acquiring business well; Guide cardholders to use revolving credit and cash withdrawal, expand the scale of accounts receivable, and increase interest income and fee income. (3) Strengthen product mix sales. Customize and develop product discount packages for customers of different ages, genders and social levels, such as "debit card+online banking+SMS", "debit card+mobile banking", "debit card+merchant access" and "three-party depository+fund account", and use business models to promote preferential sales activities of combined products to meet the preferences and financial needs of different customer groups and increase the number of users of personal financial products; Research and development of "citizen card", through the subway, bus, radio and television industries to penetrate and promote. Use the co-branded card platform to develop customer resources in universities, securities, insurance and other industries to improve competitiveness. (4) Fully develop financial market businesses such as funds and wealth management. Accelerate the research and development of wealth management products, establish the system of "internal fund price for special wealth management", enhance the market attractiveness of the expected rate of return of our wealth management products, strengthen the professional marketing training of employees, and use the incentive and restraint mechanism of fund and wealth management products to encourage all employees to market; Broaden the channels of fund consignment and wealth management transactions, increase the proportion of online banking sales, BOC self-service transactions and telephone banking fund transactions, provide diversified trading channels for individual investors, and enhance the comprehensive competitiveness of the Bank's wealth products business. Five, to achieve the transformation of growth mode in strengthening management (a) strictly implement the loan-to-deposit ratio control requirements. Issue new and control plans for savings deposits and personal loans on a monthly basis to promote deposit growth and ease the constraints on personal loans due to deposit growth; Further strengthen the management of economic capital and loan pricing mechanism. (2) Highlight the expansion of basic customers and deposit scale in the assessment system. Improve the assessment score of RMB savings deposit balance market share; Improve the weight of customer basic indicators, and add assessment indicators such as personal high-quality basic customers and third-party depository customers; Add resource control assessment indicators such as loan-to-deposit ratio; Strengthen the evaluation mechanism of completion rate, progress rate and market share. (three) the implementation of network classification management and hierarchical control. According to the business scale of outlets, determine the third grade level of ABC, organize outlets to implement the activities of reaching the standard (Class B) and competing for excellence (Class A), and list C outlets that fail to meet the standard for two consecutive years as red warning and implement end elimination; Different salary grading systems are implemented for different types of outlets, and dynamic management is implemented, which is adjusted once a year according to the assessment. By using the mechanism of classified management and dynamic assessment of work efficiency, we can promote the expansion and efficiency of outlets and encourage them to become bigger and stronger. Author: China Bank Co., Ltd. Hunan Branch Ren Chen Hu Xiaoping Zhang Qi.