深圳发展银行品牌营销策略

发布时间：2019-03-20 11:10

【摘要】：同其他企业一样,商业银行的品牌,在企业提供的服务和商品被市场广泛熟悉,是由经营管理者在长期的市场营销活动中通过产品的开发、管理、销售,认可的过程中逐步建立起来的。银行作为一种无形资产,如果其品牌一经确立,便给银行带来丰厚的回报。深圳发展银行作为中国首家面向社会公众公开发行股票并成功上市的商业银行,在品牌建设方面,取得了可观的成绩,也积累了丰厚的成功经验。但就总体而言,与其经营能力和市场竞争力相比,深圳发展银行的品牌影响力尚存在一定的差距。因此,本文在商业银行市场营销理论的基础上,采用理论与实践相结合、定性与定量相结合的研究方法,针对深圳发展银行营销环境、发展现状及品牌营销中存在的问题进行了理论研究和深入分析,并在此基础上提出了深圳发展银行的品牌营销策略规划建议,得出的主要结论如下：首先,深圳发展银行应加强银行品牌的传播与推广；其次,深圳发展银行应加强银行品牌文化建设；再次,深圳发展银行应加强特性化金融品牌定位；最后,深圳发展银行应构建全面的品牌服务体系。本文的研究对于提升深圳发展银行核心竞争力从而为深圳发展银行能够迎接未来激烈市场竞争、建立企业美誉度和忠诚度具有十分现实的指导意义。同时,对国内其他股份制商业银行品牌营销建设能够起到一定的借鉴作用,对于加快我国商业银行整体前进步伐,并实现我国商业银行全面、持续、健康发展具有重要参考价值和现实意义。
[Abstract]:Like other enterprises, the brands of commercial banks are widely known in the market for services and goods provided by enterprises, through the development, management and sale of products through long-term marketing activities by business managers. Gradually established in the process of recognition. Bank as an intangible asset, if its brand has been established, it will bring huge returns to the bank. Shenzhen Development Bank, as the first commercial bank in China to publicly issue shares to the public, has made considerable achievements in brand building and accumulated rich successful experiences. But on the whole, compared with its management ability and market competitiveness, the brand influence of Shenzhen Development Bank still has a certain gap. Therefore, based on the marketing theory of commercial banks, this paper adopts the research methods of combining theory and practice, combining qualitative and quantitative methods, aiming at the marketing environment of Shenzhen Development Bank. Based on the theoretical research and in-depth analysis of the current situation of development and the problems existing in brand marketing, this paper puts forward the suggestions of brand marketing strategy planning of Shenzhen Development Bank. The main conclusions are as follows: first of all, Shenzhen Development Bank should strengthen the dissemination and promotion of bank brand. Secondly, Shenzhen Development Bank should strengthen the construction of bank brand culture; thirdly, Shenzhen Development Bank should strengthen the positioning of characteristic financial brand; finally, Shenzhen Development Bank should build a comprehensive brand service system. The research in this paper is of practical guiding significance for promoting the core competitiveness of Shenzhen Development Bank and for the Shenzhen Development Bank to meet the fierce market competition in the future and to establish the reputation and loyalty of enterprises. At the same time, it can play a certain role in the brand marketing construction of other joint-stock commercial banks in China, which can speed up the overall progress of our commercial banks and realize the comprehensive and sustainable development of our commercial banks. Healthy development has important reference value and practical significance.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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