商业银行品牌战略研究

发布时间：2018-01-05 22:09

本文关键词：商业银行品牌战略研究　出处：《山东大学》2006年硕士论文　论文类型：学位论文

【摘要】：随着国内金融改革的不断发展和深化以及金融产品和服务的迅速变革，商业银行的金融企业特征以及银行金融服务的同质性趋势日益明显，银行间的竞争愈演愈烈。2006年，随着我国加入世贸组织过渡期的结束，我国的金融业将全面对外开放，金融市场将在更大程度上融入全球的金融体系当中去，金融市场的竞争将迅速转变为体现商业银行综合素质的品牌的竞争，创建自己的银行品牌已经成为提高银行竞争力的重要手段。同时，实施品牌战略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。而我国商业银行对于品牌战略的认识较晚，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。本文就是在这样的背景下，对商业银行的品牌战略进行了深入和系统的研究。本文首先回顾了品牌观念出现以来不同学者对品牌的定义，品牌资产理论、品牌定位理论等国外对品牌理论的重要研究成果，以及西方对金融品牌的相关研究，我国的商业银行品牌战略研究，并说明了商业银行品牌的特点以及品牌战略的现实意义等。在此基础上，本文对商业银行品牌战略的实施进行了详尽的研究。商业银行的品牌战略是塑造品牌的一个系统过程。本文分析了银行品牌的战略规划，提出了适合商业银行使用的品牌架构策略；阐述了商业银行的各种品牌定位策略，商业银行整体品牌形象的CIS塑造，以及符合品牌形象的个性鲜明的品牌名称和标志的设计；分析了商业银行的各种品牌传播途径。在此基础上，本文还研究了商业银行的品牌维护，认为对银行品牌进行各角度的创新，保证银行品牌的服务和技术质量，以及对银行的品牌进行充分的法律保护，是维护银行品牌的关键。另外，本文还对招商银行“一卡通”品牌的成功案例进行了细致的分析和研究。本文将品牌理论与现代商业银行营销的研究结合起来，对商业银行品牌战略进行了理论分析，并在此基础上分析和探讨了我国商业银行实施品牌战略的现状和存在的问题，，针对我国商业银行品牌建设的发展情况进行了深入的剖析，最后提出了改进我国商业银行实施品牌战略的相应构想和建议。
[Abstract]:With the continuous development of the domestic financial reform and deepening and the rapid change of financial products and services, the characteristic of commercial banks and bank financial services homogeneity trend is more and more obvious, the competition between banks intensified.2006 years, with China's accession to the end of the transition period of the WTO, China's financial industry will be fully open to the outside world, the financial market the global financial system to a greater extent in the financial market competition will rapidly change to reflect the comprehensive quality of commercial bank brand competition, create their own brand bank has become an important means to improve the competitiveness of banks. At the same time, the implementation of brand strategy is to adapt to the objective requirements of the development of commercial banks, as well as the adaptation customer demand changes of the real needs. China's commercial banks for the brand strategy of understanding late, the current commercial bank brand building At the initial stage, facing the famous multinational financial institutions, it is urgent to establish their own strong bank brand. In this context, the brand strategy of commercial banks has been studied deeply and systematically.
This paper first reviews the concept of brand since appear different scholars on the definition of brand, brand equity theory, the important research results of brand positioning theory of foreign brand theory, and the related research of the western financial brand, brand strategy of commercial banks in China, and explains the characteristics of commercial bank brand and brand strategy significance. On this basis, the implementation of brand strategy of commercial banks are also studied in detail. The commercial bank's brand strategy is a systematic process of shaping the brand. This paper analyzes the bank brand strategy planning, put forward for the brand strategy of commercial bank use; elaborated the brand positioning strategy for commercial banks the commercial bank, the overall brand image of the CIS shape design and the brand image of the distinctive brand name and logo; business analysis All kinds of brand communication way of the bank. On this basis, this paper also studies the commercial bank brand maintenance, think innovation angle of bank brand, service guarantee and technical quality of the bank brand, as well as sufficient legal protection of bank brand, is the key support of the bank brand dimension. In addition, this paper also successfully the case of the China Merchants Bank card brand is analyzed and studied in detail.
This paper will study the brand theory and modern commercial bank marketing combination of commercial bank brand strategy is analyzed, and based on the analysis and discussion of the status quo of China's commercial banks to implement the brand strategy and problems for the development of the brand construction of China's commercial banks conducted in-depth analysis, finally put forward the corresponding improvement ideas of China's commercial banks to implement brand strategy and suggestions.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F832.2

【引证文献】