CAJ | 학술논문

差异化战略是四大商业银行的一项基本竞争战略，但远未达到预期的目标。本研究在四大商业银行差异化战略实施的背景、必要性和平台分析的前提下，概括了四大商业银行差异化的路径，归纳了四大商业银行差异化战略的基本策略，包括数据库建设、市场细分、产品差异化、服务差异化、分销渠道差异化、银行形象差异化、客户关系管理和差异化定价，研究认为四大商业银行差异化战略仅处于起步阶段，需要充分借鉴西方发达国家商业银行差异化战略实施的经验和技能，强调四大商业银行差异化战略实施的深化策略是优先在关键差异化策略上实现突破，进而在基础差异化策略上全面展开，最终提高银行的差异化绩效。同时，本研究指出了四大商业银行差异化战略的理论引导方向，即动态分析差异化的影响因素、引入西方银行的差异化技术和完善绩效考核理论体系。
차이화전략시사대상업은행적일항기본경쟁전략，단원미체도예기적목표。본연구재사대상업은행차이화전략실시적배경、필요성화평태분석적전제하，개괄료사대상업은행차이화적로경，귀납료사대상업은행차이화전략적기본책략，포괄수거고건설、시장세분、산품차이화、복무차이화、분소거도차이화、은행형상차이화、객호관계관리화차이화정개，연구인위사대상업은행차이화전략부처우기보계단，수요충분차감서방발체국가상업은행차이화전략실시적경험화기능，강조사대상업은행차이화전략실시적심화책략시우선재관건차이화책략상실현돌파，진이재기출차이화책략상전면전개，최종제고은행적차이화적효。동시，본연구지출료사대상업은행차이화전략적이론인도방향，즉동태분석차이화적영향인소、인입서방은행적차이화기술화완선적효고핵이론체계。
The differentiation strategy is one of the basic competitive strategy of the four major commercial banks, but not reach the expected goal. By the analysis premise of difference background, necessity and platform of four major commercial banks, this research summed up the difference path of the four major commercial banks, summarizes the basic difference strategy of the four major commercial banks, including database construction, market segmentation, product differentiation, service differentiation, distribution channels differences, bank image differentiation, customer relationship management and the pricing differences, think that differentiation strategy in four major commercial banks is still in its infancy, needs to learn the differentiation strategy implementation experience and skills from the commercial banks in western developed countries, emphasizes the deepening strategy including breakthrough in key difference strategies, then on the basis of differentiation strategy in full swing, and ultimately improving the differences performance. At the same time, this research also points out the theory guide direction of difference strategy, such as dynamic analysis of influencing factors of difference strategies, introducing western bank difference technology and improving the performance appraisal system.