摘要
差异化营销战略是建设银行长期发展的必然趋势,但建设银行各类机构对差异化战略的微观机理缺乏清晰的认识,从而阻碍了差异化战略的深化。基于国内金融环境的分析,构建了建设银行差异化营销战略模型,并在样本调查的基础上进行了实证检验,发现战略导向、数据库建设、产品差异化、分销渠道差异化、服务差异化对差异化绩效存在着显著的促进作用,数据库建设和服务差异化的促进功能最强,市场细分、市场差异化、形象差异化对差异化战略绩效缺乏促进效应,从而为建设银行分支机构差异化营销战略的深化提供了现实性的理论借鉴。
The differentiation strategy is the inevitable trend of China Construction Bank long-term development,but various agencies of China Construction Bank lacks a clear understanding for the microscopic mechanism of differentiation strategy,thus preventing the deepening differentiation strategy.Based on analysis of financial environment,this study builds Construction Bank differentiated marketing strategy model.On the basis of a sample survey conducted empirical test,the study founds strategic orientation,database development,product differentiation,distribution channel differentiation and service differentiation exist a significant role in promoting performance differences,among which database construction and service differentiation promotes the strongest effect,and market segmentation,market differentiation,image differentiation lacks of promoting function,so as to provides a realistic theory reference for bank branches to deepen difference strategy.
出处
《湖州职业技术学院学报》
2016年第3期52-56,共5页
Journal of Huzhou Vocational and Technological College
基金
2015年度国家社科基金项目"中国上市银行公司治理有效性研究(15BGL079)"的研究成果之一
关键词
建设银行
差异化营销
市场细分
数据库建设
平衡记分卡
China Construction Bank
differentiated marketing
market segmentation
database construction
Balanced Scorecard
