中国银行业同质化竞争的根源和差异化发展的策略.pdfVIP

摘 要 近 20 年来，中国的银行业发展迅速。各家商业银行的产品、服务和经营方式等都 在不断地推陈出新，满足客户多样化需求的能力也在不增强。但是，由于中国商业银行 发展和改革起步晚、国内金融配套跟不上经济发展等原因，各银行在产品、市场定位、 发展战略等方面的模仿程度很高，经营的同质化倾向严重，差异化明显不足。本文围绕 中国银行业同质化竞争的问题，从四个方面 了深入研究。第一，通过数据搜集、实地 调查及比较分析，系统地总结了中国银行业同质化竞争的外在表现，并将同质化表现归 结为八个方面：产品同质化、经营方式同质化、营销手段同质化、运行机制同质化、市 场定位同质化、网点布局同质化、治理结构同质化及发展路径同质化。第二，分析了中 国银行业同质化现象出现的深层次原因，认为这其中既有宏观经济、金融管制的外部根 源，也有银行业务天生的同质性、创新易于被模仿、人员流动、业绩考核、战略导向、 经营历史等国内银行自身的原因。第三，分析了同质化竞争的不良后果。这些后果，不 仅包括已经显现出的价格战、金融服务单一、资源配置不平衡，也包括潜在和长远的不 利影响，如系统风险增加、发展后劲不足以及不能适应经济形势变化等。第四，探讨了 中国银行业如何实现差异化经营的策略。从产品创新、品牌营销、创新速度、创新制度 和战略定位等角度，提出了中国银行业差异化发展的策略。 关键词：中国银行业；同质化；差异化；商业银行经营 I Abstract During the recent 20 years, the China bank industry develops very quickly. The commercial banks keep taking the initiative to upgrade their products, services or operation models so as to improve their capability to satisfy the various demands of their customers. However, we should see the fact that due to the late starting reform process of China banking industry and unmatched financial facilities associated with the quick economic development, most products, market orientation and development strategy are very similar between each bank. Also, the homogenous tendency becomes more serious and differentiation between each bank is obviously deficient. Regarding the homogeneity competition issue of China bank industry, this paper will perform in-depth study from four perspectives as follows. Firstly, we will summarize the external appearances of the homogeneity competition through data collection, field investigation and comparison analysis. We will map the appearances of homogeneity to eight aspects including product, operation model, marketing tools, operation mechanism, market positioning, network layout of bank