仪征农村商业银行品牌建设研究

发布时间：2018-05-16 11:11

  本文选题：仪征农村商业银行 + 品牌建设　； 参考：《南京理工大学》2016年硕士论文

【摘要】：随着银行业同质化竞争的白热化,建立良好的银行品牌,进行差异化竞争越来越成为银行从业者的共识。尤其对于仪征农村商业银行这类中小农村商业银行而言,由于受制于市场区域及自身资本规模,银行品牌建设需求尤为迫切。因此,研究仪征农商行品牌特性及建设方案,结合品牌及银行品牌的相关理论,探索仪征农商行品牌建设和品牌保障措施的研究很有必要。本文主要从以下四个方面研究仪征农商行的品牌建设：第一,通过案例研究,对仪征农村商业银行品牌建设现状及存在问题进行分析。主要通过实地调查对仪征农商行的品牌建设现状进行研究分析,从品牌设计、品牌定位、品牌产品、品牌文化、品牌维护等方面具体阐述仪征农商行品牌现阶段的情况及相关水平,并通过案例现状分析总结仪征农商行在品牌建设中存在的主要问题。第二,通过宏观分析、微观分析、SWOT模型对仪征农村商业银行竞争环境进行分析,总结仪征农村商业银行所面临的优势、劣势、机会及威胁等方面的市场环境,全角度了解仪征农商行进行品牌建设的市场竞争环境,具体问题具体分析。第三,通过品牌理论运用,提出符合仪征农商行实际的品牌建设的方案设计。主要通过品牌形象识别(CIS)、品牌定位、整合品牌传播、品牌保护、品牌策略等品牌理论,针对仪征农商行品牌建设提出一套具有实际意义的建设设计方案,指导仪征农商行具体品牌战略的实施。第四,针对仪征农商行品牌建设的现状,设计其品牌建设的保障措施。主要通过案例分析,根据仪征农商行现状,从强化品牌意识、提供组织保障、丰富品牌文化内涵、建立危机公关制度等方面,总结设计出仪征农商行的品牌建设保障措施,保障其品牌建设有效、有序开展。
[Abstract]:With the homogeneous competition of the banking industry, it has become a consensus of the banking practitioners to establish a good bank brand and carry out differentiated competition. Especially for the small and medium-sized rural commercial banks such as Yizheng rural commercial banks, because of the market area and their own capital scale, the need for bank brand construction is particularly urgent. Therefore, it is necessary to study the brand characteristics and construction plan of Yizheng Agricultural Commercial Bank, combined with the relevant theories of brand and bank brand, to explore the brand construction and brand protection measures of Yizheng Agricultural Commercial Bank. This paper mainly from the following four aspects of Yizheng Agricultural Bank brand construction: first, through a case study, Yizheng Rural Commercial Bank brand construction status and existing problems are analyzed. Mainly through the field investigation to the Yizheng agricultural firm's brand construction present situation carries on the research analysis, from the brand design, the brand localization, the brand product, the brand culture, Brand maintenance and other aspects of Yizheng Agricultural Commercial Bank brand at this stage and related levels, and through the case analysis of the status quo of Yizheng Agricultural Bank in the brand construction of the main problems. Second, through macro analysis, micro analysis and SWOT model to analyze the competitive environment of Yizheng rural commercial banks, summarize the market environment of Yizheng rural commercial banks in the aspects of strengths, weaknesses, opportunities and threats, etc. Understand the market competition environment of Yizheng agribusiness for brand construction from all angles, and analyze the specific problems. Thirdly, through the application of brand theory, the paper puts forward the brand construction scheme which accords with Yizheng Agricultural Company. Mainly through brand image identification, brand positioning, brand communication, brand protection, brand strategy and other brand theory, this paper puts forward a set of practical construction and design plan for Yizheng Agricultural and Commercial Bank brand construction, which is mainly based on brand image identification, brand positioning, integration of brand communication, brand protection, brand strategy and other brand theories. Guide the implementation of the specific brand strategy of Yizheng agribusiness. Fourth, according to the current situation of Yizheng Agricultural Commercial Bank brand construction, design its brand construction safeguard measures. Mainly through case analysis, according to the current situation of Yizheng agribusiness, from the aspects of strengthening brand consciousness, providing organizational guarantee, enriching brand culture connotation, establishing crisis public relations system, the author summarizes and designs the brand construction safeguard measures of Yizheng Agricultural Commercial Bank. To ensure that its brand building is effective and orderly.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F832.35
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本文编号：1896602