中国工商银行差异化战略微观机制实证研究  

An Empirical Study on the Micro-mechanism of Differentiation Strategy of Industrial and Commercial Bank of China

作　　者：李锦霖 孔春丽[1] 张天龙[1] 刘涛[2] LI Jin-lin;KONG Chun-li;ZHANG Tian-long;LIU Tao(School of Economics,Yunnan University,Kunming 650504,China;School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]云南大学经济学院,昆明650504 [2]江苏大学管理学院,镇江212013

出　　处：《价值工程》2018年第12期32-34,共3页Value Engineering

摘　　要：差异化战略是中国工商银行的基础性竞争战略,但差异化战略的实施远未达到预期目标。差异化战略绩效受到各种具体实施策略的影响。基于工商银行差异化战略的44份样本数据,借助于多元回归分析方法,实证性的研究发现,战略导向、客户数据库建设、市场细分、市场差异化、产品差异化和形象差异化产生了有效的作用,其余差异化功能尚未产生作用。Differentiation strategy is the basic competitive strategy of ICBC.However,the implementation of differentiation strategy is far from reaching the expected goal.The performance of differentiated strategy is affected by various specific implementation strategies.Based on 44 sample data of ICBC differentiation strategy,the method of multiple regression analysis is used.The empirical research shows that strategic orientation,customer database construction,market segmentation,market differentiation,product differentiation and image differentiation have effective effects,while the other functions have not yet been produced.

关 键 词：工商银行 差异化战略 数据库建设 市场细分 形象差异化 

分 类 号：G642[文化科学—高等教育学]