城市商业银行的企业形象设计研究

发布时间：2018-02-21 14:36

本文关键词： 城市商业银行企业形象企业文化设计研究　出处：《青岛科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着我国经济的蓬勃发展,各大企业都面临着竞争日益激烈的问题,要解决这一问题离不开自身业务的发展和体制的改革,同时,越来越多的企业开始认识到企业形象的重要性。早在上个世纪中叶,西方国家就开始注重研究企业形象及品牌效应给一个企业带来的重要影响了。城市商业银行作为现代金融界发展的新兴产物,面临的是更大的挑战和考验,如何从众多大型商业银行中脱颖而出,受到客户的亲睐和信任,是城市商业银行迫在眉睫的问题。本文第一部分主要介绍随着社会经济的发展,越来越多的国家开始研究企业形象的重要性,而我国对企业形象及品牌的研究才刚刚起步,在金融界,企业形象的设计与建设,往往是最容易被忽略的;第二部分,主要是概述好的企业形象会成为企业发展的优质的推动力,一个企业的形象建设,不仅能为企业树立良好的社会形象,更能为企业打造品牌效应,营造良好的“口碑”,从而,带来丰厚的效益;第三部分主要通过分析现如今城市商业银行的企业形象发展状况,大部分城市商业银行开始注重自己的企业形象建设,但是由于领导者的长期忽视,城市商业银行的企业形象塑造往往是千篇一律,缺乏对个性的塑造,没有形成一个系统的企业形象管理机制;第四部分主要是对青岛银行现有的企业形象进行分析,提出合理化的修改意见,针对有优势的地方发扬光大,针对不足之处加以弥补;第五部分,阐述商业银行企业形象塑造的重要性,打造城市商业银行良好企业形象的必要性,以及引领服务行业蓬勃发展的前瞻性。本文主要通过分析银行企业形象与银行的整体营销、社会地位、对银行内部企业文化的建设等方面是否存在必然联系。了解城市商业银行企业形象的现状,对于传统企业形象的优势进行总结,同时对于城市商业银行企业形象中的不足进行改善。通过对比分析,确定目标城市商业银行,了解目标商业银行的成立背景、历史文化以及前期企业形象的塑造,提出合理的优化方案,打造真正适合城市商业银行的企业标志以及一系列宣传产品、宣传方式,更好的为城市商业银行的发展提供智力支持。
[Abstract]:In recent years, with the vigorous development of our economy, the major enterprises are facing the increasingly fierce competition, to solve this problem can not be separated from the development of their own business and system reform, at the same time, More and more enterprises are beginning to realize the importance of corporate image. Western countries have begun to pay attention to the study of the important impact of corporate image and brand effects on an enterprise. As a new product of the development of modern financial circles, urban commercial banks are facing even greater challenges and tests. How to stand out from many large commercial banks and be trusted by customers is an urgent problem for city commercial banks. The first part of this paper mainly introduces the development of social economy. More and more countries begin to study the importance of corporate image, but our research on corporate image and brand has just started. In the financial world, the design and construction of corporate image is often the most easily ignored. It is mainly summarized that a good enterprise image will become a good driving force for the development of an enterprise. The image construction of an enterprise can not only set up a good social image for the enterprise, but also create a brand effect for the enterprise, create a good "reputation", and thus, The third part mainly through the analysis of the development of the corporate image of the city commercial banks, most of the city commercial banks began to pay attention to their own corporate image construction, but due to the long-term neglect of the leaders, The corporate image of city commercial banks is often stereotyped, lacking of personality shaping, and not forming a systematic enterprise image management mechanism. Part 4th mainly analyzes the existing corporate image of Qingdao Bank. Put forward the reasonable revision suggestion, carry forward the advantage place, make up for the deficiency; part 5th, expound the importance of the commercial bank enterprise image mold, build the city commercial bank good enterprise image necessity, This paper mainly analyzes the corporate image of the bank and the overall marketing and social status of the bank. Whether there is an inevitable connection to the construction of corporate culture within the bank, to understand the present situation of the corporate image of the city commercial bank, and to summarize the advantages of the traditional corporate image, At the same time, to improve the corporate image of the city commercial banks. Through comparative analysis, determine the target city commercial banks, understand the background of the establishment of the target commercial banks, history and culture as well as the shaping of the early corporate image, Put forward the reasonable optimization plan, create the enterprise logo which is really suitable for the city commercial bank, and a series of propaganda products, the propaganda way, provide the intelligence support for the development of the city commercial bank better.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524

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