四大商业银行实施差异化战略的绩效

The Effects of the Differentiation Strategies of Four Big Commercial Banks

本文基于差异化战略实施的数据调查,借助多元回归分析,实证研究了中国四大商业银行差异化战略实施的内部机理,发现差异化策略的功能处于不均衡状态:市场细分、分销渠道差异化和服务差异化策略产生了显著的作用,产品差异化策略和客户经理制的实施产生了一般性的作用,而形象差异化策略和客户资料数据库建设还没有产生实质性的作用。四大商业银行差异化战略实施的关键是培育形象差异化和客户资料数据库建设,同时深化产品差异化策略和客户经理制,并保持市场细分、分销渠道差异化和服务差异化的优势。

Based on the survey data of differentiation strategies and the muhiple regression analysis, this paper empirically re- searches the internal implementation mechanism of the differentiation strategies of Chinese four big commercial banks. It＇s found that the functions of the differentiation strategies are in non-equilibrium states： the market segmentation, distribution channel differentiation and service differentiation strategy have obvious effects, the implementation of product differentiation strategy and customer manager system have ordinary effects, but the differentiation strategy of corporate image and the construc- tion of customer information database have no obvious effects. The key for the four big commercial banks to implement differen- tiation strategies is to cultivate differentiation image and construct customer information databases, meanwhile, improve product differentiation strategy and customer manager system, and hold the strength in market segmentation, distribution channel differ- entiation and service differentiation.