Abstract:

Since a commercial bank's top customers and ordinary customers have their different demands for banking service, Chinese - owned commercial banks have introduced two types of competition strategy. The product - centered strategy intends to supply a basket of basically standardized products for ordinary customers, in order to obtain scale economy and scope economy. The customer - centered strategy intends to supply products that tailored to top customers, in order to meet with their unique demands. The implementations include: for top customers, introducing a customer - manager institution, providing some favorable terms, broadening distribution channels, and cooperating with securities corporations to do business; for ordinary private customers, enlarging a commercial bank's asset business through electronic working procedures, credit evaluation and other methods to obtain scale economy, and supplying overall standardized products through establishing what is called "financial supermarket" to obtain scope economy.

Key words: Chinese - owned bank, competition strategy, product - centered strategy, customer - centered strategy