商业银行品牌竞争力评价指标体系设计及提升对策研究

发布时间：2018-04-10 19:52

本文选题：商业银行 + 品牌竞争力　；参考：《南京理工大学》2013年硕士论文

【摘要】：随着银行业改革的不断深化、开放程度不断加深,银行的竞争愈演愈烈。一方面,产品及服务的多元化和同质化,使得客户有了更大的选择空间,在这种背景下,各商业银行只有通过加强品牌的运营来获得竞争优势,这就促使了商业银行对品牌的重视；另一方面,客户的需求是不断变化的,在客户需求的基础上提供产品及服务,仍可以使商业银行在同质化的产品和服务市场中脱颖而出。因此,商业银行只有在满足客户需求的前提下提供产品和服务,才能获得客户对银行品牌的认可,进而获取竞争的优势。本文首先对过去的理论进行了回顾,重点是品牌竞争力的相关理论；其次,通过访谈和理论相结合的方式,分析出商业银行品牌竞争力的评价指标,其重点是构建出商业银行品牌竞争力的评价体系和评价模型；接着,通过调查问卷取得原始数据,对该模型进行应用分析；基于以上基础,从强化品牌意识、实施客户关系管理、加强品牌体验、创新产品及服务、深化品牌文化传播等方面提出了商业银行品牌竞争力的提升策略；然后,选取招商银行南京分行为样板进行实证研究,根据本文所构建的商业银行品牌竞争力的评价指标体系,对其品牌竞争力进行分析,验证构建的指标体系和评价模型的实用性：最后,对本文的研究进行了总结,指出本文的主要研究成果和不足之处。
[Abstract]:With the deepening reform of the banking industry and the deepening openness, intensified competition in banking. On the one hand, the products and services of diversification and homogenization, so customers have more choice, in this background, the commercial banks only through strengthening the operation of brand to gain competitive advantage, which will cause the business the bank pays more attention to the brand; on the other hand, the customer demand is changing, to provide products and services based on the needs of the customers, still can make commercial banks in talent shows itself homogeneous products and services in the market. Therefore, commercial banks only provide products and services in meeting customer demand, in order to obtain customer brand recognition, and thus obtain a competitive advantage.
This paper reviews the past theories, especially the related theory of brand competitiveness; secondly, through a combination of interviews and means of theoretical analysis of evaluation index of commercial bank brand competitiveness, the key is to construct the evaluation of commercial bank system and brand competitiveness evaluation model; then, the raw data through the questionnaire the application of the model, analysis; based on the above basis, from strengthening brand awareness, the implementation of customer relationship management, strengthen brand experience, innovative products and services, deepen the brand culture in such aspects as the strategy to enhance the brand competitiveness of commercial banks; then, from China Merchants Bank Nanjing branch of the model for empirical research, according to the competitiveness of business the bank brand the constructed evaluation index system, the brand competitiveness analysis, index system of evaluation and verification of construction The practicability of the model: finally, the research of this paper is summarized, and the main research results and shortcomings of this paper are pointed out.

【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F832.2;F224

【参考文献】