| City Commercial Banks have become an indispensable part of the banking system in China. The first city commercial bank founded in 1995, and there are 143 city commercial banks in China by the end of 2009. According to China's accession to the WTO's commitment, Chinese financial market has been fully opened since China announced to open the RMB business to foreign banks on December 11 of 2006. Since then, the foreign banks have brought many new services and service development mode, which has increased competition of China's banking industry. As a matter of fact, in China, originality innovation is very few, and the bank service are homogeneous, which has been a serious problem, especially to the city commercial bank. Therefore, as to the city commercial bank, how to improve its ability to develop new services, regulate the management of the new service development process, improve the service efficiency and effect of NSD is the research problem to be solved. The new service development includes a series of activities(concept development), but the most important for the new service development project is fuzzy front-end activity. Thus, the research of new service development mechanism of fuzzy front-end for the city commercial bank is significant.With multiple case study method, the fuzzy front-end mechanism of NSD is analyzed based on two NSD projects:city weekly card development project proceeded by branches H of S Bank and the service called "enjoying masterying wealth" project proceeded N Bank. Firstly, we reviews the research on NSD and fuzzy front-end activity of NPD, and put forward the research problem:what specific activities should be included in fuzzy front-end activity of NSD; What factors affect the new service development activities; How the fuzzy front-end fuzzy activities affect fuzzy front-end performance. Secondly, we construct the fuzzy front-end mechanism for the first time on literature. Thirdly, we employed within-case analysis to analyze two cases to establish model of fuzzy front-end mechanism. Finally, we performed a multiple case study to obtain the model of fuzzy front-end mechanism of NSD and the overall conclusions.The conclusions are following:(1) The consistency of NSD goal and organizational strategy affects the process of fuzzy front-end activities of NSD; (2) The conformity of the organization form for NSD influences the process of fuzzy front-end activities of NSD; (3) The correlation of the income and the work performance influences the process of the employee performance; (4) Customer fuzziness(the degree of the understanding of customer) effects the process of fuzzy front-end activities of NSD except collection of customer demand; (5) Competitor fuzziness(the degree of the understanding of competitor) influences the process of concept development and feasibility analysis activity; (6) Partners fuzziness(the degree of the understanding of partner) influences the process of concept development and feasibility analysis activity; (7) Policy regulation fuzziness(the degree of the understanding of policy regulation) influences the process of concept development and feasibility analysis activity; (8) The process of fuzzy front-end activities affects the performance of fuzzy front-end activity progress.Previous studies focus on the whole process of NSD, never analyzing the detail of any stage for the NSD activities, which is the innovation of this research. The influence of city commercial banks to the economic development of China has been assignable, especially to the development of private economy. What's more, the new service development is necessary to the sustainable development of the city commercial bank. And the mechanism model of fuzzy front-end of NSD provides the scientific and practical indications of NSD management. |
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