成都银行品牌发展战略研究

发布时间：2018-04-30 19:46

本文选题：成都银行 + 品牌发展战略　；参考：《西南财经大学》2014年硕士论文

【摘要】：随着国内银行业改革的不断发展、深化以及银行产品和服务的迅速变更,商业银行所固有的金融企业特征和商业银行产品及服务的同质性趋势越来越明显,银行间的竞争达到前所未有的激烈程度。2006年作为我国加入世界贸易组织过渡期的最后一年,我国的金融业现在已全面对外开放,金融市场已经全方位地融入了全球的金融体系当中去,而商业银行作为金融市场的主力军,其竞争层面早已转变为体现该行综合素质的品牌的竞争,创建属于自己的银行品牌已经作为提升银行竞争力的重要手段。同时,随着互联网金融以及金融互联网的方兴未艾,商业银行实施品牌发展战略也是适应自身发展的必然诉求,同时也是为了适应客户不断提高的需求变化的现实需要。我国商业银行特别是中小地方商业银行对于品牌战略的认识起步较晚,还处于初级阶段。作为商业银行,在面对实力雄厚、品牌历史悠久的著名跨国金融机构,迫切需要进行顶层设计,建立自己的强势银行品牌。本文就是在这样的背景下,对成都银行的品牌发展战略进行了深入和系统的研究。本文从品牌理论和成都银行的现状入手,阐述了成都银行品牌发展战略面临的机遇和挑战以及成都银行品牌战略的实施等问题。文章共分为四个部分,第一部分为绪论部分,主要阐述了本文研究背景、目的、意义、内容和研究方法；第二部分为相关理论综述,主要内容包括品牌概述、金融品牌概述、品牌战略管理分析方法以及品牌发展战略是成都银行发展的必然选择四个方面；第三部分是成都银行品牌建设现状及问题,包括成都银行简述、成都银行的特点、成都银行品牌发展现状、成都银行在品牌建设方面存在的问题以及成都银行品牌建设SWOT分析；第四部分成都银行品牌战略实施及保障措施,主要探讨了成都银行品牌发展策略具体实施以及成都银行品牌发展战略实施保障措施。
[Abstract]:With the continuous development and deepening of domestic banking reform and the rapid change of banking products and services, the inherent financial enterprise characteristics of commercial banks and the homogeneity trend of commercial bank products and services are becoming more and more obvious. The competition among banks has reached an unprecedented intensity. In 2006, as the last year of the transition period for China's accession to the World Trade Organization, China's financial industry has now been fully opened to the outside world. The financial market has been integrated into the global financial system in all directions. As the main force of the financial market, the competition level of the commercial banks has long changed into the competition of the brands that embody the comprehensive quality of the bank. The establishment of its own bank brand has been an important means to enhance the competitiveness of banks. At the same time, with the development of Internet finance and financial Internet, the implementation of brand development strategy of commercial banks is an inevitable demand to adapt to their own development, but also in order to adapt to the changing needs of customers. The understanding of brand strategy of Chinese commercial banks, especially small and medium-sized local commercial banks, is still in the initial stage. As a commercial bank, in the face of the strength and long history of the famous multinational financial institutions, it is urgent to carry out top-level design and establish their own strong bank brand. Under this background, this paper makes a deep and systematic study on the brand development strategy of Chengdu Bank. Starting with the brand theory and the current situation of Chengdu Bank, this paper expounds the opportunities and challenges faced by Chengdu Bank brand development strategy and the implementation of Chengdu Bank brand strategy. The article is divided into four parts, the first part is the introduction part, mainly elaborated the research background, the purpose, the significance, the content and the research method; the second part is the related theory summary, the main content includes the brand outline, the finance brand outline, The analysis method of brand strategy management and brand development strategy are the inevitable choice of Chengdu Bank. The third part is the status quo and problems of Chengdu Bank brand construction, including Chengdu Bank brief description, Chengdu Bank characteristics, The present situation of Chengdu Bank's brand development, the problems existing in Chengdu Bank's brand construction and the SWOT analysis of Chengdu Bank's brand construction. The fourth part is the implementation of Chengdu Bank's brand strategy and its safeguard measures. This paper mainly discusses the implementation of the brand development strategy of Chengdu Bank and the guarantee measures of the brand development strategy of Chengdu Bank.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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