基于多维尺度分析的个人金融产品差异性研究

Differences in Individual Financial Products Based on a Multi-Dimension Analysis

本文通过问卷调查获得数据,运用多维尺度分析了国内12家主要商业银行的主打个人金融产品并对其差异性做了实证研究。文章得出如下结论:我国商业银行个人金融产品的层次差别并不十分明显,产品或服务从形式到功能上都存在着较大的同质性;个人金融产品主要是单一型产品,缺乏为客户提供多项业务相结合的交叉式或捆绑式服务,不能满足消费者的多元化需求;不同收入的消费人群对个人金融产品的需求不同。在此基础上,作者提出了我国商业银行应实行个人金融产品或服务的差异化战略;以核心产品为依托,实现业务向全方位拓展延伸;针对不同消费群体进行差异化的金融创新和产品推销等应对策略。

Based on the data collected from questionnaires, key personal financial products of 12 leading commercial banks in China are analyzed with a multi-dimension approach and their differences are studied empirically. Findings are as follows: that class-based differences are not so conspicuous among personal financial products, homogeneity exists in the forms and functions of products or service; single-type personal financial products are unable to provide cross-line or bundled-up service and to meet diversified demands from the consumers and that consumers with different incomes have different demands for financial products. Therefore, it is proposed that commercial banks in China should pursue a strategy of difference in providing personal financial products or service, expand business on all dimensions with the core products as the base and tailor different financial innovations and product marketing strategies to the demands of different consumer groups.