鄂尔多斯农村商业银行品牌建设研究

发布时间：2018-01-10 03:08

本文关键词：鄂尔多斯农村商业银行品牌建设研究　出处：《内蒙古大学》2012年硕士论文　论文类型：学位论文

【摘要】：国家不断深化改革开放,经济发展方式加快转变,内蒙古金融市场取得了突飞猛进的发展。但与国际国内的股份制银行相比,内蒙古银行业的品牌建设依然较为缺乏。品牌建设已经成为内蒙古本土银行业参与市场竞争的必由之路。鄂尔多斯农村商业银行是一家由农村信用联社改制的地方性商业银行,虽然在业绩方面发展迅猛,但品牌建设相对滞后,与其他股份制商业银行存在较大差距,主要表现为缺乏品牌战略。因此,对鄂尔多斯农村商业银行品牌建设进行深入研究具有重要的实践意义。本文在分析了鄂尔多斯农村商业银行的发展现状的基础上,通过对银行品牌理论研究,采用案例分析、理论分析等方法,认为从顺应客户需求变化、适应银行业发展规律、实现可持续发展出发,鄂尔多斯农村商业银行有必要进行品牌建设,接着通过对品牌建设过程的分析,找出其不足在于核心竞争力与品牌建设不匹配、综合实力中指标排名不突出、品牌定位不清晰、服务品牌较为缺乏、现有品牌区域性色彩过浓以及品牌传播手段单一,接着从品牌定位战略的品牌共鸣金字塔模型出发,确立了鄂尔多斯农村商业银行的市场定位是“一个国内服务一流的精品银行、一个具有现代服务理念的现代化商业银行”。在此基础上,从品牌价值、品牌架构、品牌营销等方面做了详细阐述。提出了鄂尔多斯农村商业银行以“汇聚价值、共赢未来”作为品牌价值内涵,以及在品牌传播过程中提出微博传播等创新性观点。
[Abstract]:Countries continue to deepen reform and opening up, accelerate the transformation of economic development mode, the financial market of Inner Mongolia has achieved rapid development. But compared with the international and domestic joint-stock banks, the banking industry in Inner Mongolia is still relatively lack of brand building. Brand building has become the only way which must be passed Inner Mongolia local banks to participate in market competition.
Erdos rural commercial bank is a restructuring of rural credit cooperatives by the local commercial banks, although in the performance of the rapid development, but the brand construction is lagging behind, there is a big gap with other joint-stock commercial banks, mainly for the lack of brand strategy. It has important practical significance to deeply study the Erdos rural commercial bank brand construction.
Based on the analysis of the current situation of the development of rural Ordos commercial banks. Through the study of the bank brand, using case analysis, theoretical analysis and other methods, think from the adaptation to changes in customer demand, the development of banking law to adapt to, to achieve sustainable development of Erdos rural commercial bank is necessary to carry out brand building, and then through the analysis of the brand the construction process, identify its shortcomings is the core competitiveness and brand building, comprehensive strength in the index is not prominent, the brand positioning is not clear, the lack of existing service brand, regional brand color too thick and then from a single means of brand communication, brand positioning strategy of the Pyramid brand resonance model, established the market positioning Erdos rural commercial bank is a domestic first-class service boutique, a modern service concept The modern commercial bank. On this basis, from the brand value, brand architecture, brand marketing in detail. The Ordos rural commercial bank to the convergence of value, win the future "as the connotation of the brand value, and put forward innovative ideas in the dissemination of micro-blog brand communication process.

【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.35

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