招商银行品牌战略研究

发布时间：2018-06-25 11:39

本文选题：招商银行 + 品牌　；参考：《广西大学》2014年硕士论文

【摘要】：在经济金融全球化迅猛发展的当今时代,面对错综复杂的国内外环境,金融产品和服务升级优化程度加深,风险控制水平持续提高,银行品牌竞争激烈程度与日俱增。招商银行的品牌经过多年的发展,已经创建完善的品牌体系,但基于外部形势的变化和内部经营转型,所对应的品牌建设尚未进行及时自我完善。本文主要通过银行品牌和战略的综述,分析招商银行的品牌现状,包括外部因素和内部因素,同时从优势、劣势、机会、威胁四个方面进行分析,列出影响这四个方面的因素,进行品牌评价,以SWOT战略模型进行论证,招商银行的品牌建设在同行业中居于领先地位。在此基础上继续提升,招商银行必须选择ST品牌战略,充分发挥优势,规避威胁,最终形成招商银行的品牌战略定位,即把招商银行建设成为以零售银行和公司银行业务为主,传统业务巩固提升和非传统业务快速发展相结合的现代化银行,并对品牌战略的实施提出建议。
[Abstract]:In the era of rapid development of economic and financial globalization, in the face of complicated domestic and international environment, the upgrading and optimization of financial products and services is deepened, the level of risk control continues to improve, and the fierce competition of bank brands increases day by day. After years of development, China Merchants Bank has established a perfect brand system, but based on the change of external situation and the transformation of internal management, the corresponding brand construction has not been improved in time. This article mainly through the bank brand and the strategy summary, analyzes the China Merchants Bank's brand present situation, including the external factor and the internal factor, simultaneously carries on the analysis from the advantage, the inferiority, the opportunity, the threat four aspects, lists the influence factor in these four aspects, Brand evaluation and SWOT strategic model demonstrate that the brand construction of China Merchants Bank occupies the leading position in the same industry. On this basis, China Merchants Bank must choose St brand strategy, give full play to its advantages, avoid threats, and finally form the brand strategic positioning of China Merchants Bank, that is, to build China Merchants Bank into retail banking and corporate banking business. Traditional business consolidation and rapid development of non-traditional business combined with modern banks, and the implementation of brand strategy recommendations.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F273.2

【参考文献】