Generally speaking, it is necessary to 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 outlets should be adjusted to densely populated areas such as economically developed areas, emerging economic circles and commercial centers, government agencies and high-end communities, and low-income outlets should be relocated and merged, and off-bank self-service banks should be used to replace regional customer service; In counties (cities) with relatively developed economy and great potential, appropriate institutions will be set up to enhance the coverage and radiation of outlets. The second is to speed up 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, speed up the electronic construction. Increase the delivery of self-service equipment and optimize the layout of self-service channels; Improve the service functions of China Bank's self-service, online banking and mobile banking, improve the mobility of self-service, let the limited human resources of outlets focus on serving high-end customers, and improve operational efficiency. (2) Promote the optimization process of service sales and realize the transformation of outlets by improving the service function of outlets. First, speed up the upgrading of network functions. Accelerate the upgrading of outlets, reduce transactional outlets, increase fully functional outlets and sales outlets, and realize 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: the person in charge of the network, the lobby manager, the financial 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 important places to sell products; The vast market that outlets and external outlets need to sell should become the main position for selling products. Third, it is necessary to fully implement the integration of the sales process of outlet services. According to the Head Office's outlet service sales process standards and the current situation of outlets, we should formulate a full-featured, sales-oriented and transactional outlet service sales process, and improve the comprehensive benefits of outlets' functional services by implementing the reengineering and transformation of outlet service sales process. Second, to expand basic customers, we should change the growth mode (1) and make good use of three types of "channels" to expand customers. Make good use of outlet channels, implement "Ten Ones" marketing services, do a good job in positional warfare, and do a good job in shop and counter window marketing; 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 commercial customers. (B) seize the "bull's nose" marketing. Seize the "bull's nose" of individual customer basic account. Keep a close eye on the local medical insurance and social security business and make a breakthrough; Seize the business of paying wages and collecting and paying on behalf of others. Strengthen financial non-tax marketing, especially in the reform of "county-directly-administered finance", and seize a new round of "paying wages on behalf of" business. (C) to carry out "going in" marketing. 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 peer outlets and customer resources, carry out bundled cooperative marketing with peers through the export of peer products, centralized transaction clearing, revenue sharing, etc., and expand effective individual customers by "borrowing chickens to lay eggs" to sell our financial products; Enter the university 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, etc. will be organically combined to serve the customer base of college students, and a certain crystal brand advantage will be formed through a perfect financial service scheme. (D) the implementation of three-level wealth "bull's-eye" marketing. Strengthen 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 mid-to high-end customers, enhance the added value of VIP customers' wealth with the exclusive services of BOC Fortune brand, attract and expand high-end customers outside the bank through differentiated services, and strive to seize the mid-to high-end customer market. (five) the use of "sticky products" for compound marketing. "Sticky products" such as housing loans, debit cards, credit cards, online banking, short messages, fixed investment, insurance, collection and payment, and wealth management products. All of them are embedded in the sales service process for individual customers, thus accelerating the development of bundled marketing of personal financial products business, expanding and stabilizing customer base from the source, improving customer stability and loyalty, expanding basic customer base and increasing customer ownership. Third, to do a good job in customer relationship management, we must change the growth mode (1) and implement customer classification and hierarchical marketing management. Accelerate the construction of personal business customer management system (CRM), improve customer classification, 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. (2) Strengthen the layered construction of service channel windows. Relying on outlets, channel sales staff at all levels or outlet directors regularly contact and maintain customers, effectively use channels such as e-banking, open counters and wealth management service areas to provide regional services, 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 routine 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 the 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 BOC Securities, BOC Fund and BOC Insurance to develop products, share customer resources and product resources, enhance the overall competitive advantage and achieve win-win cooperation. Fourth, we should change the growth mode in business innovation (1) and speed up the development and promotion of new intermediate business. Focus on developing wealth management products for mid-to high-end customers and increase the proportion of intermediate income in wealth business. Carry out centralized remittance and transfer mode, actively launch new businesses such as "quick money" and "travel guarantee", strengthen cooperation with study abroad agencies, 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 international remittance and cross-selling of RMB wealth management products; Promote retail sales of precious metals and increase intermediate income sources. (2) Accelerate the innovative development of bank cards. Integrate the functions of joint venture debit card, quasi-credit card and debit card products to promote the coordinated development of "three cards"; Use the function of "borrowing and lending in one" of Great Wall Card to load customer demand and form a unique competitive advantage; Actively explore the profit model of credit card business, relying on the acquiring platform of UnionPay and BOC Card Company to do the 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 such as "Debit Card+Online Banking+SMS", "Debit Card+Mobile Banking", "Debit Card+Merchant Access" and "Three-party Depository+Capital Account" for customers of different ages, genders and social levels, and use business models to promote the 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 a 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 encourage the marketing of all employees by using the incentive and restraint mechanism of funds and wealth management products; 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 our wealth management products business. V. Realizing the transformation of growth mode in strengthening management (1) Strictly implementing the control requirements of loan-to-deposit ratio. Issue monthly plans for the increase and control of savings deposits and personal loans to promote the growth of deposits and ease the constraints of deposit growth on personal loans; Further strengthen economic capital management 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 increase the assessment indicators such as personal high-quality basic customers and third-party depository customers; Increase the loan-to-deposit ratio and other resource control assessment indicators; Strengthen the assessment mechanism of completion rate, progress rate and market share. (three) the implementation of network hierarchical management and hierarchical control. According to the business scale of outlets, determine the third grade of Agricultural Bank of China, organize outlets to implement the activities of reaching the standard (Grade B) and striving for Excellence (Grade A), list C-grade outlets that fail to meet the standard for two consecutive years as red warning, and implement the last 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. Use the mechanism of classified management and dynamic assessment of work efficiency to promote the expansion and efficiency of outlets and make them bigger and stronger. Author: Zhang Qi, Hu Xiaoping, Hunan Branch of Bank of China Limited.