我国商业银行实施差异化战略的具体策略

Measures to Implement Differential Strategy by Our Commercial Banks

本文通过对中西方商业银行竞争战略发展历程的对比分析,提出目前我国商业银行与20世纪80年代西方商业银行的竞争战略及经营环境基本相似,我国商业银行也应当选择差异化战略;同时,通过实证调查发现,我国商业银行现行竞争战略基本趋同,造成了资金市场上供给和需求不相匹配的现象,而走出这一困境的惟一出路是实施差异化战略。为此,作者通过分析商业银行产品差异来源,提出实施差异化战略的具体措施,即建立新型的内部管理体系、完备的信息系统、加强内部营销、在文化层面打造企业形象、确立准确的市场定位及构建畅通有效的分销渠道等。

It is indicated by a comparative analysis of the history of competitive strategy of commercial banks in China and in the west that the present state-owned commercial banks have as much a similar competitive strategy and operation environment as their counterparts in the west in the 80's of the 20th century. Therefore, our commercial banks should also adopt differential strategy. At the same time, empirical investigation shows that the imbalance between demand and supply on capital market is caused by identical competitive strategy currently adopted by our state-owned commercial banks. The only way out is to implement differential strategy. According to an analysis of the sources of difference in products of commercial banks, concrete measures of differential strategy are proposed, e.g. to establish a new internal management, perfect information system, strengthen internal marketing, create an enterprise image culturally, determine market position accurately and set up smooth and effective distribution channels.