开放条件下我国商业银行品牌建设研究

发布时间：2019-02-26 17:49

【摘要】： 随着国内银行业的开放,外资银行在我国逐步发展壮大,借助其先进的品牌经营理念和丰富的品牌管理经验展开经营,给我国带来了学习国际先进品牌管理经验的机遇,同时,给我国银行业带来了巨大的竞争压力。在品牌竞争时代,我国商业银行建设强大的品牌势在必行。我国商业银行品牌建设的历程也是我国对内改革对外开放的过程。本文首先从历史角度进行分析,认为我国商业银行在品牌建设长期存在品牌外部环境不足和内部动力缺失情况下,和西方商业银行先进的品牌经营管理理念相比存在着较大的差距。本文把银行品牌营销管理过程分为营销战略和营销策略两个层面,把宏观的品牌营销的谋划定义为品牌营销战略,把品牌营销的具体实施的方式、方法定义为品牌营销策略。运用西方先进的品牌营销理论为理论背景框架,从品牌经营战略和品牌经营策略两个层次,对我国商业银行品牌建设进行了研究。认为随着现代企业制度的建立,在激烈的市场竞争中我国商业银行在品牌建设上进行了一定的努力,品牌意识逐步增强。但是品牌建设总体上处于初级阶段,银行品牌营销主要在营销策略层面上,且落实不够;在品牌营销战略层面,品牌管理落后。最后本文借助品牌管理理论和营销战略(4P理论和品牌管理)和营销策略4C理论(顾客、成本、方便、沟通),结合我国商业银行品牌建设的实际需要,提出了具体的建议:在品牌营销战略层次上我国商业银行应该加强银行品牌管理、品牌定位和规划企业文化;在银行品牌营销策略的层次上,提出了强化顾客关系管理、公共关系管理和企业识别系统管理。
[Abstract]:With the opening up of the domestic banking industry, foreign banks have gradually developed and strengthened in our country. With the help of their advanced brand management concept and rich brand management experience, they have brought us the opportunity to learn from the international advanced brand management experience, and at the same time, It has brought great competition pressure to the banking industry of our country. In the era of brand competition, it is imperative for China's commercial banks to build a strong brand. The course of brand construction of commercial banks in China is also the process of internal reform and opening up to the outside world. First of all, this paper analyzes it from the historical point of view, and points out that under the condition of long-term lack of external environment and internal motivation for brand construction in China's commercial banks, Compared with the advanced brand management concept of western commercial banks, there is a big gap. This paper divides the process of bank brand marketing management into two aspects: marketing strategy and marketing strategy. The macro brand marketing strategy is defined as brand marketing strategy, and the concrete way and method of brand marketing are defined as brand marketing strategy. Using the western advanced brand marketing theory as the theoretical background, this paper studies the brand construction of commercial banks in China from the two levels of brand management strategy and brand management strategy. It is considered that with the establishment of modern enterprise system, Chinese commercial banks have made some efforts in brand building in the fierce market competition, and the brand consciousness has been gradually strengthened. But the brand construction is in the initial stage, the bank brand marketing is mainly in the marketing strategy level, and the implementation is not enough; in the brand marketing strategy level, the brand management is backward. Finally, with the help of brand management theory and marketing strategy (4p theory and brand management) and marketing strategy 4C theory (customer, cost, convenience, communication), this paper combines the actual needs of brand construction of commercial banks in China. At the level of brand marketing strategy, Chinese commercial banks should strengthen bank brand management, brand positioning and planning enterprise culture; On the level of bank brand marketing strategy, this paper proposes to strengthen customer relationship management, public relations management and enterprise identification system management.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F832.2

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