基于顾客的商业银行品牌资产模型研究
发布时间：2018-10-18 17:32
【摘要】： 在20世纪80年代的全球并购潮中,被并购品牌往往以数倍的于其资产的价格出售。从此,品牌所蕴含的特殊价值引起了广泛的关注,品牌资产的概念由此而生。面对激烈的市场竞争,建立品牌资产并提升和保持品牌资产,已经成为现代企业管理中的核心内容,也是企业获得持续竞争优势的关键。 随着我国全面开放金融业,越来越多实力雄厚的外资金融企业进入我国。作为我国金融领域的支柱的商业银行,其发展状况关系到我国经济安全。如何赢得并长久保持竞争优势,是我国银行经营管理者以及行业监管者必须面对的一个重要问题。建立银行品牌资产,给这个问题提供了一个明确的答案。 本文以我国商业银行发展现状为背景,以基于顾客的品牌资产为切入点,以商业银行零售业务的整体品牌为研究对象,对其进行了深入的理论和实证研究。在总结国内外学者关于顾客品牌资产模型和服务品牌资产模型等理论的基础上,通过深度访谈勾画出中国消费者银行品牌知识图,进而构建了我国商业银行的基于顾客的品牌资产模型。并通过实证对模型进行检验和修正。最终的模型强调银行品牌资产的基本影响因素通过中间变量——品牌态度/关系的间接作用进而影响市场表现因素;在基本影响因素中强调服务感知质量/服务体验因素的重要作用。最后对相应的研究结果进行分析和讨论,并希望本研究能够对我国商业银行品牌建设和管理起到促进作用。
[Abstract]:In the global M & A spree of the 1980 s, M & A brands were often sold for several times the price of their assets. Since then, the special value of brand has aroused widespread concern, and the concept of brand equity has come into being. In the face of fierce market competition, the establishment of brand equity and the promotion and maintenance of brand equity have become the core content of modern enterprise management, and also the key for enterprises to obtain sustainable competitive advantage. With the full opening of the financial industry in China, more and more foreign financial enterprises have entered our country. As the pillar of our country's financial field, the development of commercial banks is related to the economic security of our country. How to win and maintain the competitive advantage for a long time is an important problem that our bank managers and industry regulators must face. The establishment of bank brand equity provides a clear answer to this question. Based on the background of the development of commercial banks in China, this paper takes the brand equity based on customers as the breakthrough point and the overall brand of the retail business of commercial banks as the research object, and makes a deep theoretical and empirical study on it. On the basis of summarizing the theories of domestic and foreign scholars on customer brand equity model and service brand equity model, the brand knowledge map of Chinese consumer bank is drawn through in-depth interviews. Furthermore, the customer-based brand equity model of Chinese commercial banks is constructed. The model is tested and revised by empirical analysis. The final model emphasizes that the basic influencing factors of bank brand equity influence market performance through the indirect effect of brand attitude / relationship. The important role of service perceived quality / service experience is emphasized in the basic influencing factors. Finally, the research results are analyzed and discussed, and it is hoped that this study can promote the brand construction and management of commercial banks in China.
【学位授予单位】：同济大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F832.2
本文编号：2279873
[Abstract]:In the global M & A spree of the 1980 s, M & A brands were often sold for several times the price of their assets. Since then, the special value of brand has aroused widespread concern, and the concept of brand equity has come into being. In the face of fierce market competition, the establishment of brand equity and the promotion and maintenance of brand equity have become the core content of modern enterprise management, and also the key for enterprises to obtain sustainable competitive advantage. With the full opening of the financial industry in China, more and more foreign financial enterprises have entered our country. As the pillar of our country's financial field, the development of commercial banks is related to the economic security of our country. How to win and maintain the competitive advantage for a long time is an important problem that our bank managers and industry regulators must face. The establishment of bank brand equity provides a clear answer to this question. Based on the background of the development of commercial banks in China, this paper takes the brand equity based on customers as the breakthrough point and the overall brand of the retail business of commercial banks as the research object, and makes a deep theoretical and empirical study on it. On the basis of summarizing the theories of domestic and foreign scholars on customer brand equity model and service brand equity model, the brand knowledge map of Chinese consumer bank is drawn through in-depth interviews. Furthermore, the customer-based brand equity model of Chinese commercial banks is constructed. The model is tested and revised by empirical analysis. The final model emphasizes that the basic influencing factors of bank brand equity influence market performance through the indirect effect of brand attitude / relationship. The important role of service perceived quality / service experience is emphasized in the basic influencing factors. Finally, the research results are analyzed and discussed, and it is hoped that this study can promote the brand construction and management of commercial banks in China.
【学位授予单位】：同济大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F832.2
【引证文献】
相关博士学位论文 前2条
1 金亮;顾客资产驱动因素、顾客忠诚与顾客资产之机理研究[D];吉林大学;2010年
2 于树青;基于生态位理论的城镇品牌价值链构建研究[D];中国海洋大学;2012年
相关硕士学位论文 前5条
1 陈芳芳;股份制商业银行品牌价值评价体系研究[D];天津财经大学;2010年
2 张睿;基于顾客要素的商业银行品牌资产评估[D];长安大学;2011年
3 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
4 王庆增;上市商业银行品牌生态位测度及竞争策略研究[D];山东大学;2012年
5 姜方远;银行品牌资产、品牌形象与企业客户往来意愿关系研究[D];华中科技大学;2012年
，本文编号：2279873
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