中国商业银行品牌营销管理研究

发布时间：2018-02-27 13:21

本文关键词： 中国商业银行品牌营销管理品牌营销　出处：《大连海事大学》2012年硕士论文　论文类型：学位论文

【摘要】：在市场化、国际化的竞争环境中,品牌已经成为商业银行在拓展市场份额、巩固市场地位过程中的公关名片,其竞争优势越来越突出,品牌的营销功能也越来越显著。国外商业银行在品牌营销管理方面的做法已经比较成熟,在国际化背景下,中国商业银行在实施品牌营销管理的过程中,起点比较高,但是没有形成系统性,拘泥于照搬国外商业银行成功的经验,因此实施效果不明显；而且没有形成自己独特的品牌营销策略,导致商业银行间陷入恶性竞争的局面。本文通过对国外商业银行品牌营销管理的总结,概括了国外商业银行品牌营销管理的特点以及供中国商业银行品牌营销管理学习的几个经验：明确的品牌定位、自上而下的品牌规划、各具特色的品牌营销、“关系”导向的品牌维护；分析了中国商业银行品牌营销管理的现状以及存在的问题,指出主要存在品牌社会知名度、品牌自身美誉度和品牌消费者忠诚度这三方面的问题,并分别就这三方面问题进行了具体分析；在此基础上,提出提升中国商业银行品牌营销管理的对策,分别是从社会层面提升品牌知名度、从商业银行层面提升品牌美誉度、从消费者层面提升品牌忠诚度；最后通过实际案例验证前面的理论研究。文章的不足之处在于,课题的理论基础还不够系统和完整,研究深度方面还有不足。
[Abstract]:In the competitive environment of marketization and internationalization, brand has become the public relations business card of commercial banks in the process of expanding market share and consolidating market position. Its competitive advantage is more and more prominent, and the marketing function of brand is becoming more and more obvious. The practices of foreign commercial banks in brand marketing management have been relatively mature. In the context of internationalization, Chinese commercial banks have a relatively high starting point in the process of implementing brand marketing management, but they have not formed a systematic system. Restricted to copy the successful experience of foreign commercial banks, the implementation effect is not obvious, and has not formed their own unique brand marketing strategy, leading to a vicious competition among commercial banks. Based on the summary of brand marketing management of foreign commercial banks, this paper summarizes the characteristics of brand marketing management of foreign commercial banks and several experiences for the study of brand marketing management of Chinese commercial banks: clear brand positioning, Top-down brand planning, brand marketing with its own characteristics, relationship oriented brand maintenance, analysis of the current situation and existing problems of brand marketing management in Chinese commercial banks, The problems of brand reputation and brand consumer loyalty are analyzed in detail, and on this basis, the countermeasures to promote brand marketing management of Chinese commercial banks are put forward. From the social level to promote brand awareness, from the commercial bank level to enhance brand reputation, from the consumer level to enhance brand loyalty; finally through practical cases to verify the previous theoretical research. The deficiency of this paper is that the theoretical basis of the subject is not systematic and complete, and the depth of the research is still insufficient.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33;F274

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