四大国有商业银行差异化营销战略比较研究

A Comparative Study of the Differential Marketing Strategies of Four State-Owned Commercial Banks

本文以二级分行为样本,分别对四大国有商业银行差异化营销战略进行实证性检验。研究发现:工商银行差异化优势在于数据库建设、市场细分和产品差异化,不足在于分销渠道差异化和服务差异化的功能缺失;建设银行差异化优势在于数据库建设和分销渠道差异化,不足在于市场细分、市场差异化和银行形象差异化的功能缺失;农业银行差异化优势在于数据库建设和市场细分,不足在于产品差异化、服务差异化和银行形象差异化的功能缺失;中国银行差异化优势在于数据库建设、服务差异化和银行形象差异化,不足在于市场细分、市场差异化和分销渠道差异化的功能缺失。

Based on the samples of the second-class branches, this paper respectively tests the differential marketing strategies of four state-owned commercial banks. It is found that the differential strengths of ICBC are database construction, market segmentation and product differentiation, and its weakness is lack of the functions of distribution channel differentiation and service differentiation; the differential strengths of CCB are database construction, distribution channel differentiation, and its weakness is lack of the functions of market segmentation, market differentiation and bank imaging differentiation; the differential strengths of ABC are database construction and market segmentation, and its weakness is lack of the functions of product differentiation, service differentiation and bank imaging differentiation; the differential strengths of BOC are database construction, service differentiation and bank imaging differentiation, its weakness is lack of the functions of market segmentation, market differentiation and distribution channel differentiation.