银行服务创新战略分析:基于浙江调查

Survey on Service Innovation Strategy in Banking:Zhejiang Case

针对银行服务创新战略问题,采用简单定量分析方法,选取在浙银行为研究样本,对创新目标、创新方向、创新模式和创新领域四个要素进行系统分析。结果表明,浙江的银行根据自身的特点形成了各具特色的银行服务创新战略:总体上,浙江银行业以提升服务质量为创新目标进行有意识、系统化、基于市场信息的创新活动,并制定了市场细分和差异化战略,进而实行产品创新;其中,非国有银行和区域性银行以扩大市场份额为创新目标,采取定制化战略模式;在创新领域上,非国有银行重视产品创新,区域性银行重点进行营销创新。

For the issues of the services innovation strategy in banking, this paper uses a simple quantitative analysis method, and selects the banking in Zhejiang as the research samples. It systematically analyzes four elements of service innovation strategies of banks in Zhejiang, i. e. innovation goal, innovation direction, innovation model and innovation field. The results show that the banking in Zhejiang form different service innovation strategies according to its characteristics. On the whole,the banking in Zhejiang takes the improvement of service quality as innovation goal,and develops a conscious,systematic and innovative market based informational activities, and makes market segmentation and differentiation strategy, and implements product innovation. Non-state-owned banks and regional banks prefer to expanding market share for innovation goal and developing customized strategy. Non-state-owned banks emphasize product innovation while regional banks focus on marketing innovation.