商业银行差异化战略比较研究

A Comparative Study of the Differentiation Strategy of Commercial Bank

本文认为中国上市商业银行差异化战略实施的具体策略包括战略导向、数据库建设、市场细分、市场定位、产品差异化、分销渠道差异化、服务差异化和形象差异化。实证检验表明:国有、股份制和城市上市银行的差异化战略路径存在一定的差异。战略导向和客户数据库建设对上市银行差异化战略存在普遍的促进作用;分销渠道差异化对各类上市银行均未产生作用;国有上市银行的差异化优势在于市场细分、产品差异化、服务差异化和形象差异化,股份制上市银行的差异化优势在于市场定位,城市上市银行的差异化优势在于市场细分、市场定位和服务差异化。

This paper argues that the tactics of Chinese listed commercial banks to implement the differentiation strategy include strategic orientation,database construction,market segmentation,market positioning,product differentiation,distribution channel differentiation,service differentiation and image differentiation.The empirical tests of the paper show that the differentiation strategy paths of the state-owned,joint-stock and city listed banks are different;strategic orientation and customer database construction have positive influence for all listed banks;distribution channel differentiation has no influence on all listed banks;the differential advantages of state-owned listed banks are market segmentation,product differentiation,service differentiation and image differentiation,the differential advantage of joint-stock banks is market positioning,and the differential advantages of city listed banks are market segmentation,market positioning and service differentiation.