本文首先对利率定价机制改革进程以及对商业银行的影响进行论述，作为差
异化经营策略分析的前提,采用案例分析方法对温州银行进行研究分析，通过与
宁波银行、杭州银行两家城商行在资产负债和盈利能力两项指标的对比分析，指
出温州银行当前经营策略取得的成绩和不足之处，并借鉴富国银行和招商银行实
施差异化发展的成功经验，提出温州银行在利率市场化背景下必须进一步明晰市
场定位，加快产品创新，提升营销服务水平，加强品牌建设四方面建议
本文结构安排如下:
第一章绪论，介绍本文的研究背景，研究目的和意义，通过对国内外相关理
论知识和发展状况的分析，论述这些国家经营现状并作评价；提出本文的研究思
路和框架；论文的创新点和不足
第二章介绍了本文的基本框架，从利率市场化的定义和理论出发，简单介绍
了商业银行未来发展方向和差异化经营的方法，让读者能够对本文的研究有一个
基础的了解，本章的研究为后面对温州银行的研究打下了基础
第三章论述利率市场化对温州银行的影响，介绍了我国利率改革进程、温州
银行概况以及对温州银行受到的影响，分析得出差异化经营是温州银行的必由选
择
第四章以温州银行为案例，首先从资产负债和盈利能力两方面介绍温州银行
近年经营发展情况，并与宁波银行、杭州银行进行了比较分析，其次详细阐述温
州银行在应对利率市场化进程中所采取的经营举措以及成效，最后从市场细分、
产品特色、服务营销、品牌建设等四个方面分析了温州银行经营策略中存在的不
足。III
第五章通过对美国富国银行和中国招商银行应对利率市场化的成功经验借
鉴，提出温州银行在差异化经营过程中应主要关注市场定位、产品创新、市场营
销、品牌宣传等方面的差化异
第六章提出了温州银行差异化经营策略的具体建议，包括明晰市场定位、加
快产品创新、提供特色化服务营销、强化品牌建设四个方面，为同类城商行的特
色化经营发展提供思路
关键词：商业银行，利率 ，差异化 ，策略IV
Research on Differentiation Management strategy of
the Bank of Wenzhou from the Perspective of
Interest Rate Marketization
Abstract
With the deepening of the reform of the pricing mechanism of the interest rate in our country,
the pricing power of interest rate has been handed to commercial banks, which will surely impact
the commercial banks whose income comes mainly from deposit interest rate seriously. But at
present, commercial bank of China has the common phenomenon of homogenization, the
difference in management lacking of characteristic obviously and strategy of characteristic
management with the trend of their own conditions. Therefore, according to the advantages of their
products, positioning suitable consumers, emerging strategy on the difference in management,
having access to better development in fierce market competition, which have become urgent
problems that all commercial banks face especially those in small and medium cities. Based on the
analysis of specific cases of the Bank of Wenzhou, this paper puts forward the suggestion of
strategy on the difference in management, which has important practical meaning to the
development of the commercial banks in similar cities.
The structure of this paper is arranged as follows:
The first chapter is the introduction, which introduces the background, purpose and
significance of the research, through the analysis of foreign relevant theoretical knowledge and
development status, discusses and evaluates the current situation of these state-run banks, puts
forward the research idea and framework, the innovation points and shortcomings of this article.
The second chapter introduces the basic framework of this paper, starting from the definition
and theory of interest rate marketization, simply introduces the direction for future development
and method for diversified management of commercial banks, allows the readers to have a basic
understanding of this paper. The research in this chapter provides a foundation for the next research
of the Bank of Wenzhou.
The third chapter discusses the impact of interest rate marketization on the Bank of Wenzhou,
and introduces the process of interest rate of market-based reform in China, the overview and the
impact of the Bank of Wenzhou. It draws a conclusion that diversified management is the
inevitable choice of the Bank of Wenzhou.V
In the fourth chapter, taking the Bank of Wenzhou as an example, first introduce the
management and development of the Bank of Wenzhou in recent years from assets and liabilities
and the profitability, and make analysis and comparison with the Bank of Ningbo, Bank of
Hangzhou. Then elaborate on measures and effects of the Bank of Wenzhou to cope with the
marketization of interest rates. Finally to analyze the shortcomings of management strategy of the
Bank of Wenzhou from four aspects, market segmentation, product characteristics, service
marketing and brand building.
In the fifth chapter, with the reference of the successful experience of Wells Fargo Bank and
China Merchants Bank to control and manage the interest rate risk prior to interest rate
marketization. This paper puts forward that in the process of diversified management, the Bank of
Wenzhou should focus on differentiations of market positioning, product innovation, marketing,
branding and so on.
The sixth chapter puts forward specific suggestions for the diversified management of the
Bank of Wenzhou, including defining market positioning, accelerating product innovation,
providing marketing with the characteristic services, strengthening the brand construction, which
will provide ideas for characteristic management and development of commercial banks in similar
cities.
Key Words：commercial banks, interest rate, differentiation, strategyVI
目 录
1 绪论 ... 1
1.1 研究背景及意义........ 1
1.1.1 选题的背景...... 1
1.1.2 选题的意义..... 2
1.2 国内外研究现状........ 2
1.2.1 对利率市场化的研究 3
1.2.2 利率市场化对商业银行影响的研究........... 3
1.2.3 差异化经营的研究 .... 4
1.2.4 现有文献总结及评述 5
1.3 研究方法与结构及可能的创新与不足...... 5
1.3.1 研究思路......... 5
1.3.2 研究内容......... 6
1.3.3 可能的创新与不足 .... 7
2 理论框架....... 8
2.1 利率市场化理论基础 8
2.2 差异化竞争策略理论 8
2.2.1
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