小型商业银行利基营销战略影响因素研究——基于案例研究方法分析

Determinants of Small Commercial Bank's Niche Marketing Strategy:A Case Study

运用资源基础、产业基础和利基营销战略理论,针对我国小型商业银行在国内激烈的市场竞争环境中以及监管政策趋严的背景下,如何确定战略导向解决瓶颈问题而展开研究。以中德住房储蓄银行为样本进行案例研究,对这家具有代表性的银行进行了深入细致的纵向案例比较分析,分析总结了其2004年开业之初经营亏损的原因,以及2008年后如何对市场定位和目标顾客群进行战略调整,利用专业化和灵活性优势规避大中型银行的市场竞争,实施利基战略获得成功的经验。

Given the fierce competition in banking market and the increasingly stricter supervision of banks in Chi- na, the small banks are facing some bottlenecks in the competition with big hanks. Based on RBV ＆ IO theory and the niche marketing theory, this paper argues that small banks should adopt niche marketing to avoid head-on com- petition with big banks in light of the resources of banks. Sino-German Bausparkasse is a specialized and commer- cial bank headquartered in Tianjin. This paper makes a case study of the Sino-German Bausparkasse by exploring the reasons for its losses in its first four years of operation, the adjustment of its marketing strategy in 2008, its spe- cial advantages, and how it survives the fierce competition in the market. The experience of Sino-German Bans- parkasse will have great implications for the development of small banks in China.