基于分销理论的银行核心竞争力研究

Study on Core Competence of Commercial Banks Based on Distribution Theory

核心竞争力在很大程度上决定了商业银行未来的发展前景。本文认为,在当前银行业竞争日益激烈的环境中,我国大型商业银行需要发挥其传统优势,以强大的分销能力为突破口实现其核心竞争力的培育和提升。充分利用其业务覆盖面广和品牌认知度高的特点,在保持服务效率的同时更好地识别和感知客户需求,并以此推动产品和服务的开发;通过实施"经济区域级战略业务单元"等组织结构变革以实现适应市场变化与兼顾我国国情的平衡;并培育以"全员营销、积极营销"为特征的企业文化,最终实现在不断变化的市场环境中培育和加强核心竞争力,保持并提升竞争优势的目标。

Core competence determines the prospects of commercial banks to a large extent. In the current market environ- ment characterized by increasingly fierce competition, Chinese large commercial banks should play their traditional advan- tages and make full use of their powerful distribution capability to cultivate and enhance the core competence. Comprehen- sive product line and excellent brand recognition can contribute to ensuring service efficiency, better identifying customers＇ demand, as well as furthering product and service innovation. By reforming organization structure, such as establishing re- gional strategic business units, commercial banks can adapt to market change and follow China＇s national conditions. Fur- thermore, commercial banks should cultivate a marketing-oriented enterprise culture to strengthen their core competence in the continuously changing market and further enhance their competitive advantages.