中国银行业同质化竞争的根源及差异化发展的策略

I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，从四个方面作了深入研究。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IIAbstractDuringtherecent20years,theChinabankindustrydevelopsveryquickly.Thecommercialbankskeeptakingtheinitiativetoupgradetheirproducts,servicesoroperationmodelssoastoimprovetheircapabilitytosatisfythevariousdemandsoftheircustomers.However,weshouldseethefactthatduetothelatestartingreformprocessofChinabankingindustryandunmatchedfinancialfacilitiesassociatedwiththequickeconomicdevelopment,mostproducts,marketorientationanddevelopmentstrategyareverysimilarbetweeneachbank.Also,thehomogenoustendencybecomesmoreseriousanddifferentiationbetweeneachbankisobviouslydeficient.RegardingthehomogeneitycompetitionissueofChinabankindustry,thispaperwillperformin-depthstudyfromfourperspectivesasfollows.Firstly,wewillsummarizetheexternalappearancesofthehomogeneitycompetitionthroughdatacollection,fieldinvestigationandcomparisonanalysis.Wewillmaptheappearancesofhomogeneitytoeightaspectsincludingproduct,operationmodel,marketingtools,operationmechanism,marketpositioning,networklayoutofbankbranches,managementstructureanddevelopmentpath.Secondly,thispaperanalysesthedeeperreasonforsuchappearances.Theauthorisoftheviewthatthereareexternalandinternalreasonsforsuchhomogeneitycompetition.Theexternalreasonincludesbothmacroeconomicandfinancialcontrolmechanism,whiletheinternalreasonincludesthenaturalhomogeneityofthebankbusiness,easilyimitationofproductinnovation,quickpersonnelturnover,similarperformanceassessmentandstrategicdirectionaswellasthehistoryofbusinessoperation.Thirdly,thispaperanalyzesthenegativeconsequencesofthehomogeneitycompetition.Suchconsequencesnotonlyincludethealreadyhappenedpricewar,singlefinancialserviceandunbalanceresourcedistribution,butalsosomeotherpotentialandlong-termadverseeffects,e.g.systemriskincreases;thebankcannotkeepthecontinuousdevelopmentinthefutureandcannotadapttotheeconomicsituationchanges.Fourthly,thispaperexploresthepossiblestrategytobringaboutthedifferentiationoperationforChinabankindustry.Thispaperwillputforwardthepossiblestrategyfromtheanglesoftheproductinnovation,brandmarketing,innovationspeed,innovationsystemandstrategicorientationinordertocontributetheideasforthelongtermhealthdevelopmentofChina'sbankingindustry.Keyword:Chinabankindustry;homogeneity;differentiation;theoperationofcommercialbanksIII目录摘要...................................................................................................................................IAbstract.................................................................................................................................II第一章导论........................................................................................................................11.1选题的背景和意义.....................................................................................................11.1.1选题背景..............................................................................................................11.1.2选题意义..............................................................................................................11.2文献综述.....................................................................................................................11.2.1对国外先进银行发展经验的解读.......................................................................21.2.2对中国商业银行同质化的现象描述....................................................................21.2.3对中国银行业同质化原因的探究.......................................................................31.2.4对案例银行实践的研究.......................................................................................31.3相关理论综述.............................................................................................................31.3.1产业组织理论......................................................................................................31.3.2竞争战略理论......................................................................................................41.3.3金融创新理论......................................................................................................5第二章中国银行业同质化竞争的表现.............................................................................72.1中国的银行金融体系.................................................................................................72.1.1全国性大型商业银行...........................................................................................72.1.2全国性中型商业银行...........................................................................................72.1.3城市商业银行..................................