中信银行济南分行个人财富管理业务品牌战略研究

发布时间：2018-06-14 09:12

本文选题：商业银行 + 品牌战略　；参考：《山东大学》2017年硕士论文

【摘要】：在金融深化改革的大背景下,商业银行面临多元金融的外部环境和同行业的竞争环境的双重竞争压力,高速增长的模式已不再。国际经济形势错综复杂,资产收益持续低迷,风险事件频发,短期内全球经济缺乏新的增长点,经济金融问题、政治问题以及其他衍生问题暴露在所难免,2017年中央经济工作会议指出延续"稳中求进"的总基调。面对国内外复杂多变的环境,找寻利润增长突破口,持续稳健的发展成为银行战略决策亟待解决的问题,想在日益激烈的金融环境中脱颖而出,需要有充分的立足之本,品牌已经成为银行在竞争中重要的无形资产,强势的品牌可以增强银行的市场影响力和号召力,进而影响银行的业务发展水平。品牌是一家企业核心竞争力的体现,具有难以被模仿和复制的特点,一旦形成自己的强势品牌,可以帮助银行扩大市场份额,增加客户对银行的忠诚度,使银行保持竞争优势,给银行带来长期的效益。从整体来说我国商业银行对品牌战略的重视程度远远不够,且没有非常有效的措施。因此,研究商业银行的品牌战略具有很现实的意义。伴随商业银行盈利模式的转变,我国商业银行已经从对公司业务的严重依赖,逐渐转变为公司和零售业务的均衡发展的态势。近年来中信银行济南分行通过积极的业务转型和向境外先进金融机构学习,个人财富管理业务取得了快速进步,在济南地区国内同业之间走在前列,抢占了先机,同时也在不断向国外先进金融机构靠拢,顺应着金融市场发展的节奏和要求,为中信银行济南分行的后续健康稳定发展奠定了坚实的基础。在竞争日益激烈的银行业,品牌是关乎一家企业能否保持长期的竞争力和优势的重要因素,好的品牌将为企业带来源源不断的价值。中信银行济南分行在发展中也认识到了品牌的重要性,并计划将中信银行济南分行个人财富管理品牌打造成为企业的核心竞争力。但通过对中信银行济南分行的内外部环境进行分析,以及对市场的研究和调查发现,中信银行济南分行在个人财富管理业务的品牌建设中存在很多问题,在品牌战略的制定和实施上,一直没有引起足够的重视,在人力物力和资源投入上远远不够,且推动和宣传过程中缺乏持续性,没有真正建立起强势的品牌,更不会发挥品牌资产所带来的效应。因此,通过深入的思考,利用所学的品牌战略理论进行分析,结合济南当地的特色环境,确定目标市场,研究出适合中信银行济南分行个人财富管理业务的品牌战略,可以激发中信银行济南分行个人财富业务发展的潜力,从而促进业务的快速增长,真正将理论与实践相互结合,为今后的工作提供帮助。
[Abstract]:Under the background of deepening financial reform, commercial banks are faced with the double competitive pressure of the external environment of diversified finance and the competition environment of the same industry, and the model of rapid growth is no longer available. The international economic situation is complex, asset returns remain low, risk events occur frequently, and in the short term, the global economy lacks new growth points and economic and financial problems. Political problems and other derivative problems are inevitably exposed, with the 2017 Central Economic work Conference pointing out the overall tone of continuing "steady progress". In the face of the complex and changeable environment at home and abroad, to find a breakthrough in profit growth, sustainable and steady development has become an urgent problem to be solved in the strategic decision of the bank. In order to stand out in the increasingly fierce financial environment, we need to have a full foothold. Brand has become an important intangible asset in the competition of banks. A strong brand can enhance the market influence and appeal of banks, and then affect the level of business development of banks. Brand is the embodiment of core competence of an enterprise, which is difficult to imitate and replicate. Once a strong brand is formed, it can help banks expand their market share, increase customer loyalty to banks, and enable banks to maintain competitive advantages. Bring long-term benefits to banks. On the whole, Chinese commercial banks pay less attention to brand strategy and have no very effective measures. Therefore, the research commercial bank's brand strategy has the very realistic significance. With the transformation of commercial banks' profit model, commercial banks in China have gradually changed from a heavy reliance on corporate business to a balanced development of corporate and retail business. In recent years, through active business transformation and learning from foreign advanced financial institutions, Citic Bank Jinan Branch has made rapid progress in its personal wealth management business, leading the way among the domestic and international counterparts in Jinan, thus seizing the first chance. At the same time, it is also getting closer to foreign advanced financial institutions, which conforms to the rhythm and requirements of the development of financial market, and lays a solid foundation for the healthy and stable development of Jinan Branch of CITIC Bank. In the increasingly competitive banking industry, brand is an important factor in whether an enterprise can maintain long-term competitiveness and advantages. Good brands will bring continuous value to enterprises. Citic Bank Jinan Branch also recognized the importance of the brand in its development and plans to build the personal wealth management brand of Citic Bank Jinan Branch into the core competitiveness of the enterprise. However, through the analysis of the internal and external environment of Jinan Branch of CITIC Bank, as well as the market research and investigation, it is found that there are many problems in the brand construction of personal wealth management business in Jinan Branch of CITIC Bank. In the formulation and implementation of brand strategy, has not attracted enough attention, in the human and material resources and resources investment is far from enough, and promote the process of lack of sustainability, has not really established a strong brand, More will not play the effect of brand equity. Therefore, through in-depth thinking, the use of brand strategy theory learned to analyze, combined with the local characteristics of Jinan environment, determine the target market, to develop a suitable for Citic Bank Jinan Branch personal wealth management business brand strategy, It can stimulate the potential of personal wealth business development in Jinan Branch of CITIC Bank, promote the rapid growth of business, and truly combine theory with practice to provide help for future work.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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