管理评论

›› 2016, Vol. 28 ›› Issue (1): 141-155.

• 市场营销 • 上一篇    下一篇

外资银行产品资源与顾客资源匹配战略对绩效的影响——基于21家外资法人银行(中国)的面板数据

吴晓云1,2, 陈鹏飞1   

  1. 1. 南开大学商学院, 天津 300071;
    2. 南开大学国际商务研究所, 天津 300457
  • 收稿日期:2014-04-04 出版日期:2016-01-30 发布日期:2016-02-01
  • 作者简介:吴晓云,南开大学商学院教授,博士生导师;陈鹏飞,南开大学商学院博士研究生。
  • 基金资助:

    国家自然科学基金项目(71172069)。

Effects of Product and Customer Resource Configuration Strategies on Foreign Banks' Performance: Based on 21 Foreign Corporate Banks' Panel Data

Wu Xiaoyun1,2, Chen Pengfei1   

  1. 1. Business School of Nankai University, Tianjin 300071;
    2. Institute of International Business, Nankai University, Tianjin 300457
  • Received:2014-04-04 Online:2016-01-30 Published:2016-02-01

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摘要：

在完成进入中国市场的第一阶段布局之后,外资银行如何克服经营规模和市场份额的"外来者劣势",是其能否进一步发展的关键。对此,作为最重要的两类资源,本文基于匹配理论探讨了产品与顾客资源的内部匹配对外资银行绩效的影响。利用21家外资法人银行2008-2012年经营数据,本文研究结果表明,产品与顾客资源的不同匹配战略对银行绩效有显著差异。产品多元化-顾客分散化、产品多元化-顾客集中化显著正向影响银行绩效;而产品集中化-顾客集中化显著负向影响绩效;产品集中化-顾客分散化对绩效的影响不显著。此外,市场风险会显著影响不同匹配战略的作用效果。结合研究结论,本文针对外资银行的发展战略提出了管理建议,并探讨了对中资银行的有益启示。

关键词: 外资银行, 产品资源, 顾客资源, 资源匹配, 绩效

Abstract:

Foreign banks have finished the first phase of the layout after entering the Chinese market. An urgent problem for foreign banks to solve in the next stage of development is how to overcome the "outsiders' disadvantage", such as small scale and small market share. Based on the Configuration Theory, this paper researches the effects of product and customer resource configuration strategies on foreign banks' performance. By analyzing 21 foreign banks' data from 2008 to 2012, this paper concludes that the four kinds of product and customer resource configuration strategies have an significantly different influence on foreign banks' performance: the strategy Product Diversification-Customer Decentralization and strategy Product Diversification-Customer Centralization have a positive effect on performance; the strategy Product Concentration-Customer Centralization has a negative effect on performance; the strategy Product Concentration-Customer Decentralization has no significant impact on performance. In addition, the Market Risk has a significant influence on the relationship between the resource configuration strategy and bank performance. Finally, this paper puts forward some management suggestions for foreign banks' development strategy in the next phase and Chinese banks' market strategy.

Key words: foreign banks, product resources, customer resources, resource configuration, performance