四大国有商业银行差异化营销战略比较的研究.docVIP

四大国有商业银行差异化营销 战略比较研究 刘明刘涛张同建 〔摘要〕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。 〔关键词〕商业银行;差异化营销;战略导向;市场细分 [文章编号]1009一9190 (2014)06一0026一06 CJ E L分类号]G21[文献标志码]A A Comparative Study of the Differential Marketing Strategies of Four State-Owned Commercial Banks LIU Ming LIU Tao ZHANG Tong-jian}Abstract} 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 seg-mentation 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. [Key words〕 commercial bank; differential marketing; strategic orientation; market segmentation 引言 四大国有商业银行是中国银行业的主体，是金融系统的核心，而差异化营销战略已成为四大商业银行在国内外金融市场培育核心竞争力的关键性战略。21世纪是知识经济的时代，中国金融业也进入了品牌竞争阶段，差异化营销战略已成为增强商业银行竞争力的关键手段，发挥着重要的杠杆性作用。在新的金融竞争环境卜，四大商业银行的发展不能单纯依赖于资产规模的增加，而更应关注服务方式改进、信贷结构调整、推进产品创新，为客户提供综合、便捷、个性化的服务，形成引领潮流且不可复制的竞争优势。21世纪以来，中国金融市场发生了巨大的变化，金融规模日益增长，金融需求日益提高，金融产品日益丰富，从而使金融市场的竞