摘 要 营业网点是银行服务客户的主窗口和分销产品的主渠道，是参与市场竞争的前沿，是实现持续经营的基础。近年来，农村信用社在网点优化转型方面做了大量工作，但受历史、体制等因素的影响，相比其他商业银行网点转型起步晚、力度小，目前在思想观念、营销体系、经营模式等方面相对滞后，存在网点布局不科学、功能定位不明确、服务流程不规范、产品种类不丰富、营销能力不充分、人员配置不合理、考核机制不完善等问题，已严重制约了核心竞争力的有效提升和各项业务的持续健康发展。目前农村信用社银行化改革的步伐逐步加快，如何充分发挥网点自身优势，充分利用现有资源，做好软硬件实力的综合提升，从而提高综合竞争力，已成为摆在管理者面前迫切需要解决的问题。 本文在对银行网点设立的相关理论进行阐述的基础上，从波特五力分析模型和SWOT分析两种技术手段入手，分析了影响网点布局的各种因素。论文通过查阅大量相关文献资料、考察调研及运用数据分析法对平阴县所有金融机构网点布设情况进行统计，结合平阴县农村信用合作联社网点布局的现状，明确指出网点布局中存在的诸多问题，提出了网点优化需考虑的多重因素。论文提出了网点优化的新思路和新办法，要从网点布局、功能定位、软件建设、硬件建设、产品建设、网点考核六个方面入手，以此来提高网点业务发展和金融服务水平，有效提高市场竞争力。

ABSTRACT Business network is the main channel of bank customer service the main window and the distribution of the product, is a front to participate in market competition, is the foundation of achieving sustainable management. In recent years, rural credit cooperatives have done a lot of work in the aspect of network optimization transformation, but under the influence of historical, institutional and other factors, compared to other commercial bank branch transformation starting late, small intensity, at present relatively fall behind in ideas, marketing system, operation mode, the problems in network layout is not scientific, function orientation clearly, the service process is not standard, the product category is not rich, marketing ability is not sufficient, staffing unreasonable, evaluation mechanism is not perfect, effective promotion and the business has seriously restricted the core competitiveness of the sustained and healthy development. At present, the reform of rural credit cooperative banks to speed up the pace, how to give full play to their own advantages of network, make full use of existing resources, comprehensive promote good hardware and software strength, so as to improve the comprehensive competitiveness, has become the managers have to face an urgent need to solve the problem. In this paper, in this paper the related theory on the establishment of bank outlets, from Potter's five forces analysis model and SWOT analysis of two kinds of technical means, analyzes the various factors affecting the layout of the network. After consulting lots of related literature data, investigation and the use of data analysis of dot layout situation of Pingyin County, all financial institutions to carry out statistics, combined with the present situation of rural credit cooperative union of Pingyin County distribution network layout, pointed out the problems in the clear, put forward the network optimization of multiple factors to consider. The paper puts forward a new thinking and a new way of network optimization, from the network layout, functional localization, software construction and hardware construction, product construction, dot and evaluation six aspects, so as to improve the network of business development and financial service level, improve market competitiveness.