基于顾客的商业银行品牌资产测评研究
发布时间：2018-07-14 10:21
【摘要】： 近年来,国内商业银行的金融产品以及金融服务的同质性趋势日益明显,因此,银行间的竞争愈演愈烈。2006年底,随着我国加入世贸组织过渡期的结束,我国金融业全面对外开放,金融市场在更大程度上融入全球的金融体系当中去,金融市场的竞争转变为体现商业银行综合素质的品牌的竞争,创建强势的银行品牌已经成为提高银行竞争力的重要手段。同时,创建强势品牌也是适应商业银行自身发展的客观要求,以及顺应客户需求变化的现实需要。我国商业银行对于品牌的认识较晚,目前商业银行的品牌建设还处于初级阶段,面对实力雄厚的著名跨国金融机构,迫切需要建立自己的强势银行品牌。 因为品牌资产是品牌建设的重要内容,所以本文对基于顾客的商业银行品牌资产进行了深入和系统的研究。通过文献研究以及分析中资银行品牌管理的现状,本文提出基于顾客的商业银行品牌资产模型和品牌资产各维度的关系模型,并对概念模型进行实证检验。本文的研究目的是通过上述模型的建立和实证研究,为银行品牌建设提供对策。本文的研究方法是定性与定量相结合。定性方法主要是文献综述与访谈法。定量方法主要是问卷法。研究的过程如下: 第一,本文通过回顾以往品牌资产和金融品牌的研究,指出前人在相关研究中的共识与分歧,为下一步的研究奠定基础。 第二,建立概念模型,包括银行品牌资产模型和银行品牌资产各维度的关系模型,并提出假设说明银行品牌形象、感知银行服务质量、感知银行价值和银行品牌忠诚之间的关系。 第三,本文通过文献研究和访谈,制作银行品牌资产的测量问卷;然后进行小范围的预调查,并使用SPSS软件进行探索性因子分析,以修正问卷。 第四,本文通过判断抽样,获得460份有效问卷,并使用LISREL软件进行数据分析。运用一阶验证性因子分析检验问卷的信度和效度。在一阶因子模型的基础上进行二阶因子分析,验证了银行品牌资产模型。然后本文对银行品牌资产各维度的关系模型讲行检验。 第五,根据前面的数据分析结果,为银行品牌资产的建设提供了建议和策略,并讨论了本研究的意义和不足之处,并为今后的研究指明了方向。
[Abstract]:In recent years, the homogeneity trend of financial products and financial services of domestic commercial banks has become increasingly obvious. Therefore, the competition among banks intensified at the end of 2006, with the end of the transitional period of China's accession to the WTO. China's financial industry is fully open to the outside world, and the financial market is to a greater extent integrated into the global financial system. The competition in the financial market has changed into a brand competition that reflects the comprehensive quality of commercial banks. The establishment of a strong bank brand has become an important means to improve the competitiveness of banks. At the same time, the establishment of strong brand is also to adapt to the objective requirements of the development of commercial banks, as well as to meet the needs of customers. At present, the brand construction of commercial banks is still in the primary stage. Facing the powerful multinational financial institutions, it is urgent to establish their own strong bank brands. Because brand equity is an important part of brand building, this paper makes a deep and systematic study on the brand equity of commercial banks based on customers. Through literature research and analysis of the current situation of brand management in Chinese banks, this paper puts forward a customer based brand equity model of commercial banks and the relationship model of each dimension of brand equity, and makes an empirical test of the conceptual model. The purpose of this paper is to provide countermeasures for bank brand building through the establishment of the above model and empirical research. The research method of this paper is the combination of qualitative and quantitative analysis. The qualitative method is mainly literature review and interview. The quantitative method is mainly questionnaire method. The research process is as follows: first, by reviewing the previous research on brand equity and financial brand, this paper points out the consensus and differences in the related research, which lays the foundation for the next research. Secondly, establish the conceptual model, including the relationship model of bank brand equity and each dimension of bank brand equity, and propose hypotheses to explain the bank brand image and perceive the bank service quality. Perception of the relationship between bank value and bank brand loyalty. Thirdly, through literature research and interviews, this paper makes a questionnaire for the measurement of bank brand equity, and then carries out a small scale of pre-survey, and uses SPSS software to carry out exploratory factor analysis to correct the questionnaire. Fourthly, 460 valid questionnaires are obtained by judging sampling, and the data are analyzed by LISREL software. First-order confirmatory factor analysis was used to test the reliability and validity of the questionnaire. Based on the first order factor model, the second order factor analysis is carried out to verify the bank brand equity model. Then this paper discusses the relationship model of each dimension of bank brand equity. Fifthly, according to the above data analysis results, it provides suggestions and strategies for the construction of bank brand equity, discusses the significance and shortcomings of this study, and points out the direction for future research.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F832.2
本文编号：2121340
[Abstract]:In recent years, the homogeneity trend of financial products and financial services of domestic commercial banks has become increasingly obvious. Therefore, the competition among banks intensified at the end of 2006, with the end of the transitional period of China's accession to the WTO. China's financial industry is fully open to the outside world, and the financial market is to a greater extent integrated into the global financial system. The competition in the financial market has changed into a brand competition that reflects the comprehensive quality of commercial banks. The establishment of a strong bank brand has become an important means to improve the competitiveness of banks. At the same time, the establishment of strong brand is also to adapt to the objective requirements of the development of commercial banks, as well as to meet the needs of customers. At present, the brand construction of commercial banks is still in the primary stage. Facing the powerful multinational financial institutions, it is urgent to establish their own strong bank brands. Because brand equity is an important part of brand building, this paper makes a deep and systematic study on the brand equity of commercial banks based on customers. Through literature research and analysis of the current situation of brand management in Chinese banks, this paper puts forward a customer based brand equity model of commercial banks and the relationship model of each dimension of brand equity, and makes an empirical test of the conceptual model. The purpose of this paper is to provide countermeasures for bank brand building through the establishment of the above model and empirical research. The research method of this paper is the combination of qualitative and quantitative analysis. The qualitative method is mainly literature review and interview. The quantitative method is mainly questionnaire method. The research process is as follows: first, by reviewing the previous research on brand equity and financial brand, this paper points out the consensus and differences in the related research, which lays the foundation for the next research. Secondly, establish the conceptual model, including the relationship model of bank brand equity and each dimension of bank brand equity, and propose hypotheses to explain the bank brand image and perceive the bank service quality. Perception of the relationship between bank value and bank brand loyalty. Thirdly, through literature research and interviews, this paper makes a questionnaire for the measurement of bank brand equity, and then carries out a small scale of pre-survey, and uses SPSS software to carry out exploratory factor analysis to correct the questionnaire. Fourthly, 460 valid questionnaires are obtained by judging sampling, and the data are analyzed by LISREL software. First-order confirmatory factor analysis was used to test the reliability and validity of the questionnaire. Based on the first order factor model, the second order factor analysis is carried out to verify the bank brand equity model. Then this paper discusses the relationship model of each dimension of bank brand equity. Fifthly, according to the above data analysis results, it provides suggestions and strategies for the construction of bank brand equity, discusses the significance and shortcomings of this study, and points out the direction for future research.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F832.2
【引证文献】
相关硕士学位论文 前2条
1 单沛君;我国商业银行品牌资产对市场绩效的影响研究[D];南京航空航天大学;2011年
2 赵倩茹;手机银行使用意向影响因素研究[D];西南财经大学;2010年
，本文编号：2121340
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