商业银行市场竞争战略选择—理论与实证
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摘要
随着我国金融市场的逐渐开放和金融改革的深入,中国银行业市场结构发生了重大变化,基本形成了垄断竞争的局面,客户需求重新组合,行业竞争更趋激烈,再加上我国加入 WTO 所带来的冲击,如何有效地参与市场竞争,获取竞争优势,已成为商业银行面临的最大课题。
近年来银行业的激烈竞争极大地促进了商业银行的快速发展,但另一方面,银行业的竞争也凸现出诸多问题。第一、竞争战略的选择没有建立系统的理论框架和科学的实践模式,思维僵化、思路狭窄、手段单一。第二、作为战略选择前提和基础的竞争战略因素分析没有引起商业银行决策层的高度重视,并且当前也没有比较成熟的系统分析方法。第三、竞争战略的评价、考核被忽视或者流于形式。
上述问题的凸现深刻反映出国内商业银行对于竞争战略管理的欠缺和漠视。而国内学术界目前也还没有针对商业银行不同于一般企业经营的特殊性而进行的竞争战略研究,从而无法给予商业银行完整的理论框架和科学引导。
本文的总体思路即是:打破竞争战略理论研究与商业银行实际经营的特殊性相互割裂与脱节的局面,为商业银行市场竞争战略选择提供系统的理论基础和科学的实践指导。本文针对商业银行市场竞争的实际,主要应用波特定位学派的竞争战略管理理论和阿诺德·哈克斯的战略选择的三角模型,提出一整套适合于商业银行的竞争战略分析和选择的模式,以使商业银行决策层从理念上和方法上科学地分析选择市场竞争战略,本文并建议引入平衡计分卡对竞争战略进行科学评价以明确责任、吸取教训。本文还通过深圳建设银行关外市场竞争战略的分析选择的全过程,直观地印证了本文理论成果在实践中的成功运用。
With the development of openness step by step of financial market and deepen financial reform, the market structure of banking industry in China has undergone great changes. Now monopoly competition has fundamentally come into being, client demands re-compose, industry competition becomes more tense, and there is great impact on our entry into WTO. So the biggest problem before commercial bank is how to join in the competition effectively to gain competition advantage.
In recent years the tense competition in banking industry has accelerated the rapid development of commercial banks, but on the other hand, many problems has arose from banking industry competition. Firstly, choice of competition strategy does not build up a systematic theory frame and scientific model, the thinking comes to a deadlock, the way of thinking is narrow; Secondly, as the precondition and the base of competition strategy choice, analysis of competition strategy does not gain a highly emphasis from the decision-makers of commercial bank, also there’s no ripe system analysis method at the time being. The third, the evaluation and investigate of competition strategy was neglected or becomed formalistic.
Above-mentioned problems deeply reflect the lack and neglect on the strategic management by commercial bank. And local academia currently has not any study based at the special that the commercial bank differs from the general enterprise, accordingly there is not any integrated systematic theory frame and scientific direction to commercial bank.
So the major idea of this article is: to break the isolation between the theory research and the special of commercial bank, provide a systematic theory frame and scientific direction. Aims at the actual of commercial bank market competition, mainly applies the general competition strategy theory of Michael E.Porter and the triangle strategy choice model of Arnold. Hakes, provides a integrated model of analysis and choice for commercial bank market competition, so the decision-makers of commercial bank can analyze and choice the market competition strategy rightly. In this article, the writer also suggests applying Balanced Score Card to the evaluation and investigates of competition strategy. In the last chapter, looking through the analysis and choice of Shenzhen China Construction Bank Outside-custom Market competition strategy, verified the practicability of the study result.
近年来银行业的激烈竞争极大地促进了商业银行的快速发展,但另一方面,银行业的竞争也凸现出诸多问题。第一、竞争战略的选择没有建立系统的理论框架和科学的实践模式,思维僵化、思路狭窄、手段单一。第二、作为战略选择前提和基础的竞争战略因素分析没有引起商业银行决策层的高度重视,并且当前也没有比较成熟的系统分析方法。第三、竞争战略的评价、考核被忽视或者流于形式。
上述问题的凸现深刻反映出国内商业银行对于竞争战略管理的欠缺和漠视。而国内学术界目前也还没有针对商业银行不同于一般企业经营的特殊性而进行的竞争战略研究,从而无法给予商业银行完整的理论框架和科学引导。
本文的总体思路即是:打破竞争战略理论研究与商业银行实际经营的特殊性相互割裂与脱节的局面,为商业银行市场竞争战略选择提供系统的理论基础和科学的实践指导。本文针对商业银行市场竞争的实际,主要应用波特定位学派的竞争战略管理理论和阿诺德·哈克斯的战略选择的三角模型,提出一整套适合于商业银行的竞争战略分析和选择的模式,以使商业银行决策层从理念上和方法上科学地分析选择市场竞争战略,本文并建议引入平衡计分卡对竞争战略进行科学评价以明确责任、吸取教训。本文还通过深圳建设银行关外市场竞争战略的分析选择的全过程,直观地印证了本文理论成果在实践中的成功运用。
With the development of openness step by step of financial market and deepen financial reform, the market structure of banking industry in China has undergone great changes. Now monopoly competition has fundamentally come into being, client demands re-compose, industry competition becomes more tense, and there is great impact on our entry into WTO. So the biggest problem before commercial bank is how to join in the competition effectively to gain competition advantage.
In recent years the tense competition in banking industry has accelerated the rapid development of commercial banks, but on the other hand, many problems has arose from banking industry competition. Firstly, choice of competition strategy does not build up a systematic theory frame and scientific model, the thinking comes to a deadlock, the way of thinking is narrow; Secondly, as the precondition and the base of competition strategy choice, analysis of competition strategy does not gain a highly emphasis from the decision-makers of commercial bank, also there’s no ripe system analysis method at the time being. The third, the evaluation and investigate of competition strategy was neglected or becomed formalistic.
Above-mentioned problems deeply reflect the lack and neglect on the strategic management by commercial bank. And local academia currently has not any study based at the special that the commercial bank differs from the general enterprise, accordingly there is not any integrated systematic theory frame and scientific direction to commercial bank.
So the major idea of this article is: to break the isolation between the theory research and the special of commercial bank, provide a systematic theory frame and scientific direction. Aims at the actual of commercial bank market competition, mainly applies the general competition strategy theory of Michael E.Porter and the triangle strategy choice model of Arnold. Hakes, provides a integrated model of analysis and choice for commercial bank market competition, so the decision-makers of commercial bank can analyze and choice the market competition strategy rightly. In this article, the writer also suggests applying Balanced Score Card to the evaluation and investigates of competition strategy. In the last chapter, looking through the analysis and choice of Shenzhen China Construction Bank Outside-custom Market competition strategy, verified the practicability of the study result.
引文
[1]M icheal E.Porter,Competitive Strategy,NewYork Fress Press, 1980
[2]M icheal E.Porter,Competitive Advantage,NewYork Fress Press,1985
[3] Fred R. David,Strategic Management:Eighth Edition,Prentice-Hall International Inc,1992
[4]饶 发明等,欧美企业战略理论研究的一些新进展述评,武汉冶金科技大学学报,1998(3),120—125
[5] 武亚军,90 年代企业战略管理理论的发展与研究趋势,南开管理评论,1999(2)
[6]任 际泰,谈战略管理,企业管理,1996(4),37—38
[7] 任际泰,企业战略管理与企业成功之道,化工技术经济,1998(5),34—39
[8]汪 应洛,企业柔性战略.管理科学学报,1998(1),22—25
[9]席 酉民,新世纪:中国管理科学界的挑战、机遇与对策,管理科学学报,2000(3),7—14
[10] Fred R.David,战略管理(第六版),北京经济科学出版社,1998
[11] 弗雷德.R.戴维著,战略管理(李克宁译),北京,经济科学出版社,1998,33~38
[12] Julian Birkinshaw,Strategies for Managing Internal Competition,California Management Review,2001(Fall)
[13] 顾培亮等,基于评判评价的企业实力分布决策模型,系统工程理论与实践,1999(4),32—40
[14] 杨峰,复杂大系统优化与决策的理论与方法的研究,[博士学位论文],北京:清华大学,1994
[15] 菲利普.科特勒著,营销管理—分析、计划、执行和控制(梅汝何等译),上海,上海人民出版社,1999 年,20
[16] Philip Kotler, Marketing Management—Analysis Planning Implementation and Control: ninth edition, Prentice-Hall International Inc,1997,203
[17] J.M.Birkinshaw and M.lingblad , An Evolutionary Theory of Intra-Organizational Competition,London Business School working paper,2001
[18] 蔡希贤,现代企业战略管理,武汉,华中理工大学出版社,1998.
[19] 黄培伦,外向型企业战略管理实证研究,华南理工大学学报(自然科学版),1997(5),52—57.
[20] 杨锡怀,关于多样化战略研究的一个理论框架,东北大学学报(自然科学版),1995(8),448—451.
[21] 杨锡怀,多样化战略类型或程度的度量方法,东北大学学报(自然科学版),1995(10),551—554.
[22] 李天和,企业战略管理—概要与案例,合肥,中国科学技术大学出版社,1990
[23] Rashi Glazer,Winning in Smart Markets,Sloan Management Review,1999(Summer)
[24] 詹姆斯.柯林斯、杰里.波拉斯,企业不败(刘国远等译),新华出版社,1996,73
[25] 张慧敏,营销战略创新谈,经营与管理,1999(6),30-32
[26] H.I.安索夫,企业经营战略,北京,机械工业出版社,1980
[27] York Freund,Critical Success Factors,Planning Review , 1988(7-8), 20
[28] 吴威,竞争战略的三种定位,中国企业家杂志,2003(1)
[29] 王进,WTO:我国银行的处境与抉择,现代商业银行导刊,2000(4)
[30] 郑泽辉,加入 WTO 对中国银行业的冲击和对策,金融科学—中国金融学院学报,2000(1)
[31] 金学群,入世后外资银行竞争策略及影响,国际金融研究,2003(8)
[32] 洪静平、林如康,国有商业银行新的竞争条件及对策,中国经济时报,2002-1-15
[33] 贾利,知识经济时代的企业竞争战略,财贸经济,2001(37)
[34] 孙涛,知识管理[M],北京,中华工商联合出版社,1999(5),286
[35] 伊莱扎·G·柯林斯、玛丽·A·德文娜,工商管理新论[M],上海,上海译文出版社,1997,168
[36] Bruce D. Henderson, "The Origin of strategy",Harvard Business Review, 1989( Nov～Dec)
[37] Andrew Campbell etc. , Corporate strategy: TheGuest for Parenting Advantage, Harvard Business Review, 1995(3)
[38] Bala Chakravarthy , A New Strategy Framework for Coping with Turbulence,Sloan Management Review, 1997(winter),69—82
[39] 詹姆斯·弗·穆尔,竞争的衰亡—商业生态系统时代的领导与战略(梁峻等译),北京人民出版社,1999
[40] 迈克尔·波特,竞争优势[M],北京中国财经出版社,1988
[41] 汪涛,市场演进中的竞争战略[J],中国软科学,1997(2)
[42] David P Baron,The Nonmarket Strategy System,Sloan Management Review, 1995 (Fall),73—85
[43] Lucia Avella,The Large Spanish Industrial Company:Strategies of The Most Competitive Factories,Omega .Int.J.Mgmt.Sci.27,1999,497—514.
[44] 陈晓剑、梁梁,系统评价方法和应用,合肥,中国科技大学出版社,1993
[45] 张柏,AHP 作为社会经济系统的测度和决策理论的基本原理,清华大学系统工程研究所,1987
[46] 张朝敏,结构变化与经济增长的定量分析方法,中国青年科学技术论文精选,1994,1218—1223.
[47] Stella Mooraj、 Daniel Oyon, The balanced scorecard: a necessary good or an unnecessary evil, European Management Journal, 1999,481-491
[48] Robert S. Kaplan、 David P. Norton, the Balanced Scorecard – Translating Strategy Into Action, Harvard Business School Process,1996
[49] 张青,基于“发展”导向的企业绩效评价研究,中国管理科学,2001(2),58-64
[50] 彼得 F.德鲁克等,公司绩效测评(李焰,江娅译),北京,中国人民大学出版社,1999,116~194
[51] Robert S. Kaplan、 David P. Norton, Linking the Balanced Scorecard to Strategy, California Business Review, 1996(39)
[52] Robert S. Kaplan、 David P. Norton, the Balanced Scorecard – Measures That Drive Performance, Harvard Business Review, 1992( Jan-Feb), 71-79
[2]M icheal E.Porter,Competitive Advantage,NewYork Fress Press,1985
[3] Fred R. David,Strategic Management:Eighth Edition,Prentice-Hall International Inc,1992
[4]饶 发明等,欧美企业战略理论研究的一些新进展述评,武汉冶金科技大学学报,1998(3),120—125
[5] 武亚军,90 年代企业战略管理理论的发展与研究趋势,南开管理评论,1999(2)
[6]任 际泰,谈战略管理,企业管理,1996(4),37—38
[7] 任际泰,企业战略管理与企业成功之道,化工技术经济,1998(5),34—39
[8]汪 应洛,企业柔性战略.管理科学学报,1998(1),22—25
[9]席 酉民,新世纪:中国管理科学界的挑战、机遇与对策,管理科学学报,2000(3),7—14
[10] Fred R.David,战略管理(第六版),北京经济科学出版社,1998
[11] 弗雷德.R.戴维著,战略管理(李克宁译),北京,经济科学出版社,1998,33~38
[12] Julian Birkinshaw,Strategies for Managing Internal Competition,California Management Review,2001(Fall)
[13] 顾培亮等,基于评判评价的企业实力分布决策模型,系统工程理论与实践,1999(4),32—40
[14] 杨峰,复杂大系统优化与决策的理论与方法的研究,[博士学位论文],北京:清华大学,1994
[15] 菲利普.科特勒著,营销管理—分析、计划、执行和控制(梅汝何等译),上海,上海人民出版社,1999 年,20
[16] Philip Kotler, Marketing Management—Analysis Planning Implementation and Control: ninth edition, Prentice-Hall International Inc,1997,203
[17] J.M.Birkinshaw and M.lingblad , An Evolutionary Theory of Intra-Organizational Competition,London Business School working paper,2001
[18] 蔡希贤,现代企业战略管理,武汉,华中理工大学出版社,1998.
[19] 黄培伦,外向型企业战略管理实证研究,华南理工大学学报(自然科学版),1997(5),52—57.
[20] 杨锡怀,关于多样化战略研究的一个理论框架,东北大学学报(自然科学版),1995(8),448—451.
[21] 杨锡怀,多样化战略类型或程度的度量方法,东北大学学报(自然科学版),1995(10),551—554.
[22] 李天和,企业战略管理—概要与案例,合肥,中国科学技术大学出版社,1990
[23] Rashi Glazer,Winning in Smart Markets,Sloan Management Review,1999(Summer)
[24] 詹姆斯.柯林斯、杰里.波拉斯,企业不败(刘国远等译),新华出版社,1996,73
[25] 张慧敏,营销战略创新谈,经营与管理,1999(6),30-32
[26] H.I.安索夫,企业经营战略,北京,机械工业出版社,1980
[27] York Freund,Critical Success Factors,Planning Review , 1988(7-8), 20
[28] 吴威,竞争战略的三种定位,中国企业家杂志,2003(1)
[29] 王进,WTO:我国银行的处境与抉择,现代商业银行导刊,2000(4)
[30] 郑泽辉,加入 WTO 对中国银行业的冲击和对策,金融科学—中国金融学院学报,2000(1)
[31] 金学群,入世后外资银行竞争策略及影响,国际金融研究,2003(8)
[32] 洪静平、林如康,国有商业银行新的竞争条件及对策,中国经济时报,2002-1-15
[33] 贾利,知识经济时代的企业竞争战略,财贸经济,2001(37)
[34] 孙涛,知识管理[M],北京,中华工商联合出版社,1999(5),286
[35] 伊莱扎·G·柯林斯、玛丽·A·德文娜,工商管理新论[M],上海,上海译文出版社,1997,168
[36] Bruce D. Henderson, "The Origin of strategy",Harvard Business Review, 1989( Nov～Dec)
[37] Andrew Campbell etc. , Corporate strategy: TheGuest for Parenting Advantage, Harvard Business Review, 1995(3)
[38] Bala Chakravarthy , A New Strategy Framework for Coping with Turbulence,Sloan Management Review, 1997(winter),69—82
[39] 詹姆斯·弗·穆尔,竞争的衰亡—商业生态系统时代的领导与战略(梁峻等译),北京人民出版社,1999
[40] 迈克尔·波特,竞争优势[M],北京中国财经出版社,1988
[41] 汪涛,市场演进中的竞争战略[J],中国软科学,1997(2)
[42] David P Baron,The Nonmarket Strategy System,Sloan Management Review, 1995 (Fall),73—85
[43] Lucia Avella,The Large Spanish Industrial Company:Strategies of The Most Competitive Factories,Omega .Int.J.Mgmt.Sci.27,1999,497—514.
[44] 陈晓剑、梁梁,系统评价方法和应用,合肥,中国科技大学出版社,1993
[45] 张柏,AHP 作为社会经济系统的测度和决策理论的基本原理,清华大学系统工程研究所,1987
[46] 张朝敏,结构变化与经济增长的定量分析方法,中国青年科学技术论文精选,1994,1218—1223.
[47] Stella Mooraj、 Daniel Oyon, The balanced scorecard: a necessary good or an unnecessary evil, European Management Journal, 1999,481-491
[48] Robert S. Kaplan、 David P. Norton, the Balanced Scorecard – Translating Strategy Into Action, Harvard Business School Process,1996
[49] 张青,基于“发展”导向的企业绩效评价研究,中国管理科学,2001(2),58-64
[50] 彼得 F.德鲁克等,公司绩效测评(李焰,江娅译),北京,中国人民大学出版社,1999,116~194
[51] Robert S. Kaplan、 David P. Norton, Linking the Balanced Scorecard to Strategy, California Business Review, 1996(39)
[52] Robert S. Kaplan、 David P. Norton, the Balanced Scorecard – Measures That Drive Performance, Harvard Business Review, 1992( Jan-Feb), 71-79
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