MS银行品牌建设方案研究

发布时间：2018-01-21 03:05

本文关键词： MS银行品牌建设方案研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：银行业是社会的窗口行业,是我国国民经济发展重要的产业。当前银行业的竞争不断加剧,市场竞争最为最为重要的就是品牌的竞争,所以品牌就是价值的理念已经被银行业界广泛认同。那么如何建设银行品牌也是关系到银行竞争实力提升的重要因素。银行的品牌建设是金融品牌建设中的重要组成部分。相比较于其他行业的品牌建设,金融品牌建设具有一定的特殊性。所以本文的研究通过文献综述研究法、案例研究法等,对MS银行的品牌建设方案进行了研究。主要从六个方面展开。首先,在绪论部分提出研究的目的意义以及国内外研究文献综述等,对研究工作进行前期准备并且谋篇布局;理论阐述部分主要对研究中涉及的理论进行论述,为研究进行理论储备,使研究建立在丰富的理论支撑基础上,体现理论结合实际的思路。另外,本文分析了MS银行品牌建设的现状及问题。主要论述了MS银行基本概况与发展历程、MS银行的企业文化,从品牌理念建设方面、核心价值提炼方面、品牌的信息化建设方面、品牌传播管理方面、打造差异化个性服务方面分析了品牌建设中存在的不足,并且从内外部两方面入手分析了MS银行品牌建设中存在问题的成因。作者从品牌建设方案设计的目标与原则、品牌建设设计的内容、品牌建设的路径方法等方面入手,提出了MS银行品牌建设的设计方案思路。从严格执行企业识别系统、构筑品牌管理体系、创新完善品牌构架、进行品牌监管和维护、保证品牌产品和服务的质量、完善品牌危机管理等方面入手,提出了MS银行品牌建设的保障措施。研究的结论部分总结了全文形成研究结论并且进一步展望深入研究的方向。
[Abstract]:The banking industry is the window industry of the society and an important industry in the development of our national economy. At present, the competition of the banking industry is intensifying, and the most important competition in the market is the competition of the brand. So the idea that brand is value has been widely accepted by the banking industry. So how to build a bank brand is also an important factor related to the promotion of bank competitive strength. The brand construction of banks is an important part of financial brand construction. Components. Compared with other industries of brand building. The financial brand construction has certain particularity. Therefore, this paper studies the brand construction scheme of MS Bank through literature review, case study and so on. First of all, it is carried out from six aspects. In the introduction part, the purpose and significance of the research and the literature review at home and abroad are put forward, and the preliminary preparation and layout of the research work are carried out. The part of theoretical elaboration mainly discusses the theory involved in the study, and makes the research based on abundant theoretical support and reflects the thinking of combining theory with practice. This paper analyzes the current situation and problems of MS Bank's brand construction. It mainly discusses the basic situation and development process of MS Bank and the enterprise culture of MS Bank. Brand information construction, brand communication management, the building of differentiated personality service aspects of the analysis of the shortcomings of brand construction. And from the internal and external aspects of the analysis of the causes of the problems in the brand construction of MS Bank. The author from the brand construction project design objectives and principles, the content of brand building design. Starting with the path and method of brand construction, this paper puts forward the design plan of MS bank brand construction, from strictly implementing the enterprise identification system, building brand management system, and innovating and perfecting the brand framework. Conduct brand supervision and maintenance, ensure the quality of brand products and services, improve brand crisis management and so on. This paper puts forward the safeguard measures of MS bank brand construction. The conclusion of the research summarizes the research conclusions of the full text and looks forward to the direction of further research.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F832.33

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