招商银行品牌管理现存问题及对策研究

发布时间：2018-06-04 11:52

本文选题：招商银行 + 品牌管理　；参考：《深圳大学》2017年硕士论文

【摘要】：在日渐激烈的市场化、国际化竞争环境中,品牌已经成为商业银行拓展市场份额、巩固市场地位过程中的公关名片,品牌管理已成为各家银行关注的热门话题。本文将以招商银行为研究对象,在系统梳理品牌管理相关文献资料的基础上,对不同人群进行访谈,深入分析招商银行品牌管理的问题及成因。在此基础上,提出系统的改进方案及具体措施。招商银行品牌管理问题主要有创新能力不足、品牌特点不突出,扁平化集权式的品牌管理组织模式落后。这些问题主要是由于招商银行品牌建设与企业的战略发展不一致,缺乏品牌核心价值的提炼和升华,产品技术含量低、易模仿,品牌建设的长期性与短期经济利益的矛盾,品牌管理组织方式已不适应品牌发展。在对以上提出的品牌管理问题及成因分析后,提出了以下改进方案:品牌价值体系的整合与创新,组织机构的革新,以经营客户为导向的信息管理系统的改造,服务团队的梯度建设。为了将品牌管理改进方案进一步落实,进而细化提出了五步骤。第一,与企业战略相结合,重塑品牌体系;第二,品牌管理机构垂直化设置及其团队建设;第三,动态维护提升品牌价值,打造品牌文化;第四,升级内部信息管理系统,借力第三方网络平台推广品牌;第五,建立品牌危机防范机制。文章的不足之处在于,课题的理论基础还不够系统和完善,研究深度方面还有不足。
[Abstract]:In the increasingly fierce market, international competition environment, brand has become the commercial banks to expand market share, consolidate the market position in the process of public relations business card, brand management has become a hot topic of concern to the banks. This paper will take China Merchants Bank as the research object, on the basis of systematically combing the related literature of brand management, to interview different people, and analyze the problems and causes of brand management of China Merchants Bank. On this basis, the system improvement scheme and specific measures are put forward. China Merchants Bank's brand management problems are mainly lack of innovative ability, brand characteristics are not prominent, flat centralized brand management organizational model behind. These problems are mainly due to the inconsistency between the brand construction of China Merchants Bank and the strategic development of the enterprise, the lack of refining and sublimation of the core value of the brand, the low technical content of the products, the easy imitation, the contradiction between the long-term nature of the brand construction and the short-term economic benefits. Brand management organization has not adapted to brand development. After analyzing the problems and causes of brand management mentioned above, this paper puts forward the following improvement schemes: the integration and innovation of brand value system, the innovation of organization, the transformation of information management system oriented by operating customers. Service team gradient construction. In order to further implement the brand management improvement program, and further refine the five steps. First, combining with enterprise strategy, reshaping brand system; second, vertical setting of brand management organization and its team building; third, dynamic maintenance and promotion of brand value, building brand culture; fourth, upgrading internal information management system, Third-party network platform to promote brand; fifthly, establish brand crisis prevention mechanism. The deficiency of this paper is that the theoretical basis of the subject is not systematic and perfect, and the research depth is still insufficient.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F832.33

【参考文献】