我国村镇银行品牌建设研究

发布时间：2018-02-21 20:57

本文关键词： 村镇银行品牌建设品牌要素价值体系　出处：《贵州财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,我国村镇银行的建设呈现出一片欣欣向荣的景象,作为农村金融市场的新兴金融体,村镇银行的出现为我国农村经济的发展注入了新的活力。站在品牌的价值高度研究我国村镇银行如何做大、走强,对于我国农村经济的建设乃至整个国民经济的发展,都具有十分重要的意义。本文主要运用了调查分析、对比等方法,在对村镇银行的现状及品牌建设情况进行深入分析的基础上,结合我国商业银行品牌建设的成功经验和村镇银行的实际,得出一套较为完整的村镇银行品牌建设及管理方法。本文认为,村镇银行的品牌建设不仅要积极借鉴其他银行甚至企业的成功模式,更要结合自身实际与当地区位特点、农村经济发展状况及资源禀赋、文化特色,这样才能顺应市场变化,积极面对风险,走出一条独具特色的可持续发展之路。要建立品牌,首先要有合理的品牌架构和定位,定位的好坏直接影响到村镇银行长期的发展,文章在关键部分阐述了村镇银行品牌的架构与定位问题。然后从银行、产品、客户这三个角度分别对村镇银行品牌价值体系的构建进行了分析。同时,加强品牌的传播推广也是品牌建设的重要环节,文章最后还提出了加强品牌管理的方法及相关建议。这一部分是文章的核心,也是此次研究得出的最重要结论。本文的创新点就在于将村镇银行的研究与品牌的建设紧密结合起来,本文的难点就在于村镇银行品牌建设模式的研究,特别是对于客户品牌要素的挖掘及企业文化内涵的打造,都是非常庞大复杂的系统工程。虽然本文已经初步研究出这些重点及难点问题,但是得出的结论理论性较强,给出的建议比较主观,这些都需要在以后理论研究和实践探索中去检验和完善。
[Abstract]:In recent years, the construction of village banks in China has shown a thriving scene, as a new financial body in the rural financial market. The emergence of village banks has injected new vitality into the development of our country's rural economy. Standing at the height of brand value, the study on how to make the village banks bigger and stronger in our country is of great importance to the construction of rural economy and the development of the national economy as a whole. Are of great significance. Based on the deep analysis of the present situation and the brand construction of the village bank, this paper combines the successful experience of the brand construction of the commercial bank in our country and the reality of the village bank. A set of relatively complete brand construction and management methods of village and town banks is obtained. This paper holds that the brand construction of village banks should not only draw lessons from the successful models of other banks and even enterprises, but also combine with their own reality and local location characteristics. In order to adapt to the changes of the market, to face the risks actively and to walk out a unique road of sustainable development, the rural economic development condition, resource endowment and cultural characteristics can be adapted to the market changes. In order to establish a brand, we must first have a reasonable brand structure and positioning. The quality of positioning has a direct impact on the long-term development of village banks. In the key part, the paper expounds the structure and positioning of village bank brands. Then, from the perspective of banks, products, At the same time, strengthening the spread and promotion of brand is also an important link of brand construction. This part is the core of the article and the most important conclusion of this study. The innovation of this paper lies in the close combination of the research of village bank and the construction of brand, the difficulty of this paper lies in the research of brand construction mode of village bank. In particular, the excavation of customer brand elements and the creation of corporate culture connotation are very large and complex systems engineering. Although this paper has preliminarily studied these key and difficult problems, the conclusion is quite theoretical. The suggestions given are subjective, which need to be tested and perfected in the later theoretical research and practical exploration.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.35

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