中信银行品牌营销策略研究

发布时间：2018-03-25 09:55

本文选题：中信银行　切入点：银行品牌营销　出处：《内蒙古财经大学》2015年硕士论文

【摘要】：企业的品牌是企业的无形资产,是企业的经营管理者在企业长期的经营与市场开发活动中逐渐建立起来的,也是让市场和民众逐步熟知的。商业银行同市场中的其他企业一样也存在企业品牌营销的问题。在银行市场,由于产品趋同化现象导致同业之间的竞争越来越激烈。而当银行的品牌建立后,品牌效应就会给银行带来丰厚的利润。中信银行成立于1987年,是我国改革开放中较早成立的新兴商业银行之一。但与其他商业银行相比,中信银行的品牌影响力还有一定的差距。本文正是在这样背景下,在商业银行市场营销理论的基础上,通过理论联系实践和对中信银行品牌建设、内外环境和发展现状进行分析,得出中信银行在当前品牌营销的问题,并提出了中信银行品牌营销策略。第一,中信银行应该从市场出发,加强品牌传播与品牌推广;第二,中信银行立足于自身发展,加强银行品牌文化建设;第三,中信银行在金融行业竞争激烈的环境中应该找准市场品牌定位;第四,中信银行应该建立全面的品牌体系建设。本文主要研究中信银行的品牌营销策略问题,这对于中信银行在企业品牌推广与培养客户忠实度都有着十分重要的作用。同时,本文的研究对于其他商业银行在品牌营销上也有着一定的积极作用。
[Abstract]:The enterprise brand is the intangible assets of the enterprise, is the enterprise management in the enterprise long-term management and market development activities gradually set up, also let the market and the public gradually known. Commercial banks other enterprises in the same market as there are corporate brand marketing problems. In the banking market, as the product of assimilation led to the phenomenon of competition among peers is more and more fierce. And when the bank after the establishment of the brand, the brand effect will bring huge profits to the Bank of China CITIC Bank was founded in 1987, is one of the emerging commercial bank of China's reform and opening up in the early. But compared with other commercial banks, CITIC Bank's brand influence and certain the gap. This article is in this background, based on the marketing theory of commercial bank market, through the theory and practice of the brand construction of CITIC Bank, internal and external environment and The development status of the analysis, the CITIC Bank in the current brand marketing, and puts forward the marketing strategy of CITIC Bank brand. First, CITIC Bank should be based on the market, strengthen brand communication and brand promotion; second, CITIC Bank Based on their own development, strengthen the brand culture construction bank; third, should identify the brand positioning in the market competition environment in the financial industry fierce CITIC Bank; fourth, CITIC Bank should establish a comprehensive system of brand building and brand marketing strategy. This paper mainly studies the problem of CITIC Bank, for the bank in the letter and the cultivation of brand promotion customer loyalty is very important. At the same time, this study for other commercial banks there is a certain positive role in the brand marketing.

【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.33

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