我国股份制商业银行差异化战略扎根理论分析与实证研究

Grounded Theoretical Analysis and Empirical Research on Differentiation Strategy of Joint-stock Commercial Banks in China

差异化战略是股份制商业银行的一项基本竞争战略,可以规避同质化所带来的各种弊端。但在实际竞争中股份制商业银行对差异化战略的实施缺乏明确目标和方向,效率较低。通过扎根理论分析,构建了差异化战略对银行竞争优势的促进效应模型,基于股份制商业银行连续三年的样本数据,检验了差异化策略在竞争优势培育中的功能,指出差异化的优势和不足,进而提出差异化实施的具体路径。由于股份制商业银行差异化起步较晚,缺乏技能、经验和平台,因而需要在基础差异化和策略差异化两个方面同步进行。

A basic competitive strategy of joint-stock commercial banks,the differentiation strategy can hinder many disadvantages of homogenization.However,in the actual competition,lack of clear objectives and directions,the banks fail to achieve high efficiency when implementing the strategy.Based on the grounded theoretical analysis,this paper constructs a model of the promoting effect of differentiation strategy on the competitive advantage of banks.Based on the sample data of joint-stock commercial banks for three consecutive years,this paper examines the function of the strategy in the cultivation of competitive advantage,points out its advantages and disadvantages,and then puts forward the specific implementing path.The joint-stock commercial banks started late and lacked skills,experience and platform,so it is necessary to carry out the basic differentiation and strategic differentiation simultaneously.