用门径管理系统改进我国金融新产品开发流程之探索
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摘要
我国金融业在面对市场开放、外资金融机构加入竞争的强大压力下，如何提高自身的竞争优势已成为重要课题。金融新产品的开发对于增强金融企业竞争优势有重要作用，而新产品开发的流程是影响金融新产品开发成败的关键因素之一。本文研究主要目的是探索改善和规范我国金融新产品开发流程的方法，并提出用门径管理系统改进我国金融新产品开发流程的设想。
作者分别从我国金融产品创新的历史和中外金融产品创新的比较这一纵一横两个角度考察了我国金融新产品开发流程的现状和存在的问题，以中国农业银行的新产品开发流程为例进一步详细地说明我国金融新产品开发大致的流程，用宁波交行“乐安康”家装新产品开发案例揭示我国金融新产品开发流程的不规范。作为对比，作者介绍了加拿大皇家银行和花旗银行在新产品开发流程及与流程相关的市场营销活动方面成熟的经验。加拿大皇家银行凭借门径管理系统取得了不错的业绩，而花旗银行则依靠品牌战略、直复营销和差异化营销在全球形成了自己的竞争优势。国外与国内的金融新产品开发两相一对照，不由让人对金融新产品开发流程这一实务性主题产生兴趣。因此，紧接着本文回顾了国际上在服务业新产品开发流程这一领域的研究，探讨门径管理系统脱颖而出的原因，之后详细地介绍了门径管理系统。我们看到，门径管理系统所具有的优点正是我国金融新产品开发流程的软肋：有效的风险控制、新产品开发流程与市场营销等关键因素的融合。由此，作者将门径管理系统作为改进我国金融新产品开发流程参照的对象。本文还从实物期权角度出发考察了门径管理系统，并从理论上论证了门径管理系统控制风险的机理。最后作者针对我国的金融企业如何建立一个相适应的门径管理系统提出了一些设想，可以分为三个步骤进行：定义流程的要求、设计门径管理系统和实施门径管理系统。
Faced by opening market, foreign fresh entrants, How to gain an edge has been a question for discussion. As everyone known that new financial product development is powerful arm to financial industry. The new financial product development process, however, is one of the key successful factors to the new financial product. The purpose of this research is to explore the future process of our financial product development and to suggest a three-step method to improve the new financial product development process in our country.
This article discusses the history, status quo and problem of new financial product development in China. To specify the current state and the problem of new financial product development process in China, the author take the process of ABC and the new financial product-"Leankang" -for example. As comparison, The author introduces the advanced experience of RBC and Citibank in the process. RBC develops the new financial product by Stage-Gate and succeeded. All kinds of the Citibank shape her edge around globe. The contrast between China and these successful banks induce the desires to understand the reason. Therefore, the article reviews the studies in the area of service development to discuss what the reasons to the showing of Stage-Gate, and then specifies the details of Stage-Gate. And we can find the superiorities of Stage-Gate are the disadvantages of the processes in our country, such as effective control of risk, the combination of process and the key successful factors. Furthermore, the author studies Stage-Gate from the aspect of real option, and testifies the mechanism of risk control. At last, the author gives Suggestions about building a Stage-Gate process in our financial industry, which can be concluded three steps, namely, to define the demand of process, to design a Stage-Gate and to put in practice.
作者分别从我国金融产品创新的历史和中外金融产品创新的比较这一纵一横两个角度考察了我国金融新产品开发流程的现状和存在的问题，以中国农业银行的新产品开发流程为例进一步详细地说明我国金融新产品开发大致的流程，用宁波交行“乐安康”家装新产品开发案例揭示我国金融新产品开发流程的不规范。作为对比，作者介绍了加拿大皇家银行和花旗银行在新产品开发流程及与流程相关的市场营销活动方面成熟的经验。加拿大皇家银行凭借门径管理系统取得了不错的业绩，而花旗银行则依靠品牌战略、直复营销和差异化营销在全球形成了自己的竞争优势。国外与国内的金融新产品开发两相一对照，不由让人对金融新产品开发流程这一实务性主题产生兴趣。因此，紧接着本文回顾了国际上在服务业新产品开发流程这一领域的研究，探讨门径管理系统脱颖而出的原因，之后详细地介绍了门径管理系统。我们看到，门径管理系统所具有的优点正是我国金融新产品开发流程的软肋：有效的风险控制、新产品开发流程与市场营销等关键因素的融合。由此，作者将门径管理系统作为改进我国金融新产品开发流程参照的对象。本文还从实物期权角度出发考察了门径管理系统，并从理论上论证了门径管理系统控制风险的机理。最后作者针对我国的金融企业如何建立一个相适应的门径管理系统提出了一些设想，可以分为三个步骤进行：定义流程的要求、设计门径管理系统和实施门径管理系统。
Faced by opening market, foreign fresh entrants, How to gain an edge has been a question for discussion. As everyone known that new financial product development is powerful arm to financial industry. The new financial product development process, however, is one of the key successful factors to the new financial product. The purpose of this research is to explore the future process of our financial product development and to suggest a three-step method to improve the new financial product development process in our country.
This article discusses the history, status quo and problem of new financial product development in China. To specify the current state and the problem of new financial product development process in China, the author take the process of ABC and the new financial product-"Leankang" -for example. As comparison, The author introduces the advanced experience of RBC and Citibank in the process. RBC develops the new financial product by Stage-Gate and succeeded. All kinds of the Citibank shape her edge around globe. The contrast between China and these successful banks induce the desires to understand the reason. Therefore, the article reviews the studies in the area of service development to discuss what the reasons to the showing of Stage-Gate, and then specifies the details of Stage-Gate. And we can find the superiorities of Stage-Gate are the disadvantages of the processes in our country, such as effective control of risk, the combination of process and the key successful factors. Furthermore, the author studies Stage-Gate from the aspect of real option, and testifies the mechanism of risk control. At last, the author gives Suggestions about building a Stage-Gate process in our financial industry, which can be concluded three steps, namely, to define the demand of process, to design a Stage-Gate and to put in practice.
引文
[1] 邹小芃，项慈恩．《金融新产品保护的策略研究》．《浙江金融》．2003年；第4期：8-10
[2] 邹小芃，项慈恩．《金融新产品开发成败的关键因素分析：一个综述》．工作论文
[3] 中国人民银行广州分行“银行业务创新”课题组．《微观运行、宏观效应和制度约束：广东银行业金融产品创新的实证研究》．《金融研究》2002年；第11期：57-70
[4] 陈嵩．《新金融商品丌发活动之执行品质—成功、失败专案之比较》．《产业金融季刊》．2001年；第113期：20-40
[5] 张文路．《金融商品的开发与管理》．《中国商银月刊》．1995年；第13卷第7期：1-6
[6] 张澄．《金融服务业新产品发展程序之研究—以保险业、银行业为例》．国立中正大学企业管理研究所硕士论文．1995年
[7] 单小玲．《我国金融衍生产品市场发展战略研究》．《金融理论与教学》．2001年；第4期：47-49
[8] 易纲．《从分到混路漫漫》．《证券时报》．2001年10月15同
[9] 朱正罡．《西方金融创新及启示录》．《农村金融研究》．2002年；第2期：43-44
[10] 梁小雷．《国有商业银行业务创新缺陷分析与对策思考》．《海南金融》．2003年；第6期：51-54
[11] 陈宝玉．《建立全面的金融产品创新管理体系》．《农村金融研究》．2003年；第4期：28-30
[12] 亚瑟·梅丹著．王松奇译．《金融服务营销学》．第1版．北京：中国金融出版社，2000年
[13] 许祥秦著．《金融产品设计研究》．第1版．北京；中国社会科学出版社，2002年
[14] 罗伯特·G·库伯．《新产品开发流程管理》．第3版．北京：机械工业出版社，2003年1月
[15] 洪顺庆．《行销管理》．台北：新陆书局，2000年
[16] John C．Hull．期权、期货和其他衍生产品．第3版．北京：华夏出版社，2000年
[17] 焦瑾璞．《中国银行业竞争力比较》．第1版．北京：中国金融出版社，2001年
[18] 高世文、尚瑞林等．《商业银行差异化营销》．第1版．上海：上海译文出版社，2003年
[19] 阿维纳什·迪克西特，罗伯特·平迪克．《不确定条件下的投资》．第1版．北京：中国人民大学出版社，2002
[20] 约翰·马歇尔，维普尔·班塞尔．《金融工程》．第2版．北京：清华大学出版社，1998年
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[22] Atuahene-Gima, K. "Differential potency of factors affecting innovation performance in manufacturing and services firms in Australia" Journal of Product Innovation Management. 1996b; Vol. 13: pp. 35-52.
[23] Avlonitis, G. J.; Papastathopoulou, P. G.; Gounaris, S. P. "An Empirically-Based Typology of Product Innovativeness For New Financial Services: Success and Failure Scenarios". Journal of Product Innovation and Management. 2001;vol. 18, no. ER5: pp. 324-342
[24] Berry, L.L. and Hensal, J.S. "Why do some new bank products fail?". Bankers Monthly. 1973;Vol. 40: pp. 26-30.
[25] Bowers, M.R. "The new product development process: a suggested model for banks". Journal of Retail Banking. 1986;Vol. 8 No. 1/2: pp. 19-24.
Booz, Allen and Hamilton. "New Products Management for the 1980s". New York, NY. 1982
[26] Bradford; de Brentani, Ulrike; "The new product process in financial services: Strategy for success". The International Journal of Bank Marketing. 1993;Volume 11:pp15.
[27] Cooper, R.G. and Kleinschmidt, E. "New products: what separates winners from losers". Journal of Product Innovation Management. 1987; Vol. 4 No. 3: pp. 169-84.
[28] Cooper, R.G. "Third generation new product process". Journal of Product Innovation Management. 1994;Vol. 11 No. 1: pp. 3-14.
[29] Cooper, Robert G; Edgett, Scott J. "Critical success factors for new financial services". Marketing Management. Chicago, Fall 1996.
[30] Cooper, R. G. and S. J. Edgett. Product Development for the Service Sector: Lessons from Market Leaders. Cambridge. MA: Preseus Books, 2000
[31] Cordero, R. "The measurement of innovation performance in the firm". Research Policy. 1990; Vol. 19: pp. 185-92.
[32] Cowell, D. W. "New Service Development". Journal of Marketing Management. 1988;vol.3, no.3 :pp.296-312.
[33] Davison, H., Watkins. T. and M. Wright. "Developing New Personal Financial Products-Some Evidence on the Role of Market Research". International Journal of Bank Marketing. 1989;vol.7, no. 1: pp.8-15.
[34] de Brentani, U. "Success and failure in new industrial services". Journal of Product Innovation Management. 1989, Vol. 6: pp. 239-58.
[35] de Brentani, U. "Success factors in new developing new business services". European Journal of Marketing. 1991 ;Vol. 25 No. 2: pp. 33-59.
[36] de Brentani, U. and Cooper, R.G. "Developing successful new financial services for businesses". Industrial Marketing Management. 1992;Vol. 21 No. 3 :pp. 231-42.
[37] de Brentani, U. and Ragot, E. "Developing new business-to-business professional services: what factors impact on performance?". Industrial Marketing Management. 1996;Vol. 25 :pp. 517-30.
[38] Easingwood, C.J. and Percival, J. "Evaluation of new financial services".
International Joumal of Bank Marketing. 1990;Vol. 8 No. 6:pp. 3-8.
[39] Easingwood, C.J. and Storey, C.D. "Success factors for new consumer financial services". International Joumal of Bank Marketing. 1991 ;Vol. 9 No. 1 :pp. 3-10.
[40] Edgett, S. and Parkinson, S. "The development of new financial services: identifying determinants of success and failure". International Journal of Service Industry Management. 1994;Vol. 5 No. 4:pp. 24-38.
[41] Edgett, S. "The New Product Development Process for Commercial Financial Services". Industrial Marketing Management. 1996;vol.25, no.6:pp.507-515.
[42] Edvardsson, B. "Quality in New Service Development: Key Concepts and a Frame of Reference". International Journal of Production Economics. 1997;vol.52, no. 1/2:pp.31-46.
[43] Griffin, A. and Page, A.L. "An interim report on measuring product development success and failure". Journal of Product Innovation Management. 1993;Vol. 10 No. 4: pp. 281
[44] Griffin, A. "PDMA Research on New Product Development Practices: Updating Trends and Benchmarking Best Practices". Journal of Product Innovation Management. 1997;vol. 14, no.6:pp.429-458.
[45] Huchzermeier, A. and Loch, C.H. Project management under risk: using the real option approach to evaluate flexibility in R&D. Management Science.2001 ;47:pp. 85-101.
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[2] 邹小芃，项慈恩．《金融新产品开发成败的关键因素分析：一个综述》．工作论文
[3] 中国人民银行广州分行“银行业务创新”课题组．《微观运行、宏观效应和制度约束：广东银行业金融产品创新的实证研究》．《金融研究》2002年；第11期：57-70
[4] 陈嵩．《新金融商品丌发活动之执行品质—成功、失败专案之比较》．《产业金融季刊》．2001年；第113期：20-40
[5] 张文路．《金融商品的开发与管理》．《中国商银月刊》．1995年；第13卷第7期：1-6
[6] 张澄．《金融服务业新产品发展程序之研究—以保险业、银行业为例》．国立中正大学企业管理研究所硕士论文．1995年
[7] 单小玲．《我国金融衍生产品市场发展战略研究》．《金融理论与教学》．2001年；第4期：47-49
[8] 易纲．《从分到混路漫漫》．《证券时报》．2001年10月15同
[9] 朱正罡．《西方金融创新及启示录》．《农村金融研究》．2002年；第2期：43-44
[10] 梁小雷．《国有商业银行业务创新缺陷分析与对策思考》．《海南金融》．2003年；第6期：51-54
[11] 陈宝玉．《建立全面的金融产品创新管理体系》．《农村金融研究》．2003年；第4期：28-30
[12] 亚瑟·梅丹著．王松奇译．《金融服务营销学》．第1版．北京：中国金融出版社，2000年
[13] 许祥秦著．《金融产品设计研究》．第1版．北京；中国社会科学出版社，2002年
[14] 罗伯特·G·库伯．《新产品开发流程管理》．第3版．北京：机械工业出版社，2003年1月
[15] 洪顺庆．《行销管理》．台北：新陆书局，2000年
[16] John C．Hull．期权、期货和其他衍生产品．第3版．北京：华夏出版社，2000年
[17] 焦瑾璞．《中国银行业竞争力比较》．第1版．北京：中国金融出版社，2001年
[18] 高世文、尚瑞林等．《商业银行差异化营销》．第1版．上海：上海译文出版社，2003年
[19] 阿维纳什·迪克西特，罗伯特·平迪克．《不确定条件下的投资》．第1版．北京：中国人民大学出版社，2002
[20] 约翰·马歇尔，维普尔·班塞尔．《金融工程》．第2版．北京：清华大学出版社，1998年
[21] Atuahene-Gima,K. "Market orientation and innovation". Journal of Business Research. 1996a; Vol. 35: pp. 93-103.
[22] Atuahene-Gima, K. "Differential potency of factors affecting innovation performance in manufacturing and services firms in Australia" Journal of Product Innovation Management. 1996b; Vol. 13: pp. 35-52.
[23] Avlonitis, G. J.; Papastathopoulou, P. G.; Gounaris, S. P. "An Empirically-Based Typology of Product Innovativeness For New Financial Services: Success and Failure Scenarios". Journal of Product Innovation and Management. 2001;vol. 18, no. ER5: pp. 324-342
[24] Berry, L.L. and Hensal, J.S. "Why do some new bank products fail?". Bankers Monthly. 1973;Vol. 40: pp. 26-30.
[25] Bowers, M.R. "The new product development process: a suggested model for banks". Journal of Retail Banking. 1986;Vol. 8 No. 1/2: pp. 19-24.
Booz, Allen and Hamilton. "New Products Management for the 1980s". New York, NY. 1982
[26] Bradford; de Brentani, Ulrike; "The new product process in financial services: Strategy for success". The International Journal of Bank Marketing. 1993;Volume 11:pp15.
[27] Cooper, R.G. and Kleinschmidt, E. "New products: what separates winners from losers". Journal of Product Innovation Management. 1987; Vol. 4 No. 3: pp. 169-84.
[28] Cooper, R.G. "Third generation new product process". Journal of Product Innovation Management. 1994;Vol. 11 No. 1: pp. 3-14.
[29] Cooper, Robert G; Edgett, Scott J. "Critical success factors for new financial services". Marketing Management. Chicago, Fall 1996.
[30] Cooper, R. G. and S. J. Edgett. Product Development for the Service Sector: Lessons from Market Leaders. Cambridge. MA: Preseus Books, 2000
[31] Cordero, R. "The measurement of innovation performance in the firm". Research Policy. 1990; Vol. 19: pp. 185-92.
[32] Cowell, D. W. "New Service Development". Journal of Marketing Management. 1988;vol.3, no.3 :pp.296-312.
[33] Davison, H., Watkins. T. and M. Wright. "Developing New Personal Financial Products-Some Evidence on the Role of Market Research". International Journal of Bank Marketing. 1989;vol.7, no. 1: pp.8-15.
[34] de Brentani, U. "Success and failure in new industrial services". Journal of Product Innovation Management. 1989, Vol. 6: pp. 239-58.
[35] de Brentani, U. "Success factors in new developing new business services". European Journal of Marketing. 1991 ;Vol. 25 No. 2: pp. 33-59.
[36] de Brentani, U. and Cooper, R.G. "Developing successful new financial services for businesses". Industrial Marketing Management. 1992;Vol. 21 No. 3 :pp. 231-42.
[37] de Brentani, U. and Ragot, E. "Developing new business-to-business professional services: what factors impact on performance?". Industrial Marketing Management. 1996;Vol. 25 :pp. 517-30.
[38] Easingwood, C.J. and Percival, J. "Evaluation of new financial services".
International Joumal of Bank Marketing. 1990;Vol. 8 No. 6:pp. 3-8.
[39] Easingwood, C.J. and Storey, C.D. "Success factors for new consumer financial services". International Joumal of Bank Marketing. 1991 ;Vol. 9 No. 1 :pp. 3-10.
[40] Edgett, S. and Parkinson, S. "The development of new financial services: identifying determinants of success and failure". International Journal of Service Industry Management. 1994;Vol. 5 No. 4:pp. 24-38.
[41] Edgett, S. "The New Product Development Process for Commercial Financial Services". Industrial Marketing Management. 1996;vol.25, no.6:pp.507-515.
[42] Edvardsson, B. "Quality in New Service Development: Key Concepts and a Frame of Reference". International Journal of Production Economics. 1997;vol.52, no. 1/2:pp.31-46.
[43] Griffin, A. and Page, A.L. "An interim report on measuring product development success and failure". Journal of Product Innovation Management. 1993;Vol. 10 No. 4: pp. 281
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