中资银行竞争战略的选择及其实施  

The Choice of Chinese - Owned Commercial Banks' Strategies of Competition and Their Implementation

作　　者：聂丹[1] 

机构地区：[1]华东师范大学商学院,上海200062

出　　处：《华东师范大学学报（哲学社会科学版）》2003年第2期95-101,共7页Journal of East China Normal University（Humanities and Social Sciences）

摘　　要：由于高端客户和普通客户对银行服务具有不同的需求,因此,中资银行应当实施两种竞争战略:产品中心主义战略致力于为普通客户提供基本上是标准化的一揽子产品,以谋求规模经济和范围经济效应;客户中心主义战略致力于为高端客户提供度身定做的金融产品,以谋求满足其个性化的需求。在面向高端客户时,中资银行应实行客户经理制、给予优惠措施、拓宽分销渠道及与证券公司共同开拓业务等;在面向普通的个人客户时,中资银行应通过电子化运作模式、资信评估办法的完善等措施扩大资产业务量,通过创建“金融超市”等方法为客户提供全面的标准化产品。Since a commercial bank' s top customers and ordinary customers have their different demands for banking service, Chinese - owned commercial banks have introduced two types of competition strategy. The product - centered strategy intends to supply a basket of basically standardized products for ordinary customers, in order to obtain scale economy and scope economy. The customer - centered strategy intends to supply products that tailored to top customers, in order to meet with their unique demands . The implementations include: for top customers, introducing a customer - manager institution, providing some favorable terms, broadening distribution channels, and cooperating with securities corporations to do business; for ordinary private customers, enlarging a commercial bank' s asset business through electronic working procedures, credit evaluation and other methods to obtain scale economy, and supplying overall standardized products through establishing what is called 'financial supermarket' to obtain scope economy.

关 键 词：中资银行 竞争战略 产品中心主义 客户中心主义 

分 类 号：F832[经济管理—金融学]