The Promoting Effect Research Of Differentiation Strategy In Operation Performance Of State-owned Commercial Bank

Differentiation strategy commanding point of international competition in the banking sector, and is also the inevitable trend of the competitiveness of China's banking industry. The State-owned commercial banks as the main body of China's banking industry, differentiation should shoulder the responsibility in the introduction and implementation of the strategy. However, at present, the State-owned commercial banks only realized the importance of differentiation strategy, differentiated concept could not be successfully transformed into differentiation, disorganized and fragmented in the implementation, the lack of systematic, overall and forward-looking, far standard strategic system, severely hindered the process of differentiation.In particular, the differentiation of State-owned commercial banks lag is mainly manifested in the following three aspects: first, the State-owned commercial banks cannot distinguish between advantages of differentiation strategy and disadvantages of differentiation strategy, resulting in a lack of priorities in the implementation; Second,advantage is the lack of reasonable ways of the differentiation strategy, leading to differentiation strategy for a long time without success; Third, differences between different banking institutions in the same region in the implementation of lack of experience and skill of reference leads to the differentiation of each banking institution capacity is low.Based on this status, this research using roots theory of thought, through information collection, and initial coding, and axis coding, and theory coding, method, building has State-owned commercial banks differences of strategy system, will state-owned commercial banks differences of strategy decomposition for eight a specific of strategy,then building has State-owned commercial banks differences of strategy on operation performance of promote effect model, using multiple return analysis method on model for has test, screening has advantage differences of strategy and vulnerable differences of strategy. On this basis, using structure equation model analysis method on advantage differences of strategy of function for has in-depth of analytical, then compared sex to test has four State-owned commercial banks differences of strategy of function differences, not only proposed the strategy of deepening method of advantage differences,also pointed out the mutual reference direction of the differences of strategy among different commercial banks, and for promotion of the differentiation strategy of State-owned commercial banks to provide a valuable reference.Based on the above work, the innovative content of this study include the following four aspects:First, based on roots theory of thought, through initial coding, and axis coding, and theory coding, method, building the differences of strategy system of the State-owned commercial banks, divided state-owned commercial banks differences of strategy into eight items specific of differences of strategy: differences of strategy oriented, and customer database construction, and market subdivision, and market differences, and products differences, and distribution channels differences, and service differences and institutional differentiation of banks, So as to provide a complete theory of differentiation strategy framework.Second, revealed the microscopic mechanism of difference of State-owned commercial banks, the distinction between the validity of the differentiation strategy,discovered the advantages of differentiation strategy, pointing out that disadvantages of a number of strategy, to propose differentiated strategies for improving strategy of State-owned commercial banks.Study shows: differentiation strategies oriented and customer database building,product differentiation, distribution channels differentiation and institutional differentiation of banks plays a substantial role in promoting operational performance of banks, where the effect of differentiation strategy orientation and differentiation of distribution channels is strongest; Market segmentation, market differentiation and differentiation of service did not produce realistic function on differentiated performance of banks.Differentiation strategy improvement strategies include:? continues to play a differentiation strategy oriented advantages of the differentiation strategy and distribution channels functions to ensure the normal progress of differentiation strategy.?construction of continuous improvement in the general process of customer database building, product differentiation and institutional differentiation of banks, create conditions for the improvement of differentiation strategy.? in-depth analysis of the negative factors of market segmentation, market differentiation and service differentiation of function loss for the basis, for a comprehensive improvement of differentiation strategy.Also found :in differentiated environments, the scale of fixed assets and length of differentiation strategy has a positive impact on banks ' operational performance and employee size reverse effects on operational performance.Third, further reveals the advantages of differentiation strategy for micro-mechanism of the State-owned commercial banks ' operational performance factors, found that the main objective of customer database building is to promote the growth of the optimization of internal processes, learning and growth; the main objective of product differentiation is to promote the growth of learning and growth; the main objective of distribution differentiation is to optimize the growth of internal processes's learning and growth; the main goal of institutional differentiation of banks is to increase the improvement, learning and growth of customer performance. Test results provide a theoretical reference for in-depth implementation of differentiated strategy of State-owned commercial banks.Finally,comparative examination of the advantages and disadvantages of the differentiation strategy of four commercial banks, found that ICBC differentiated advantage lies in database construction, market segmentation and product differentiation,disadvantages lies in the differentiation of the distribution channels and the function loss of service differentiation; CCB differentiation advantage lies in database construction and differentiate distribution channels, insufficient lies in market segmentation, market differentiation and the function loss of institutional differentiation ;ABC differentiation advantage lies in database construction and market segmentation,insufficient lies in product differentiation, service diversity and the function loss of institutional differentiation; Differentiated advantage of Bank of China lies in database construction,service differentiation, institutional differentiation, insufficient market segmentation,market differentiation and the function loss of differentiation distribution channels.Test results provides theoretical support for the four big state-owned commercial banks 'differentiation strategy to learn from each other.