招商银行zz分行品牌管理改进研究

发布时间：2018-02-12 17:25

本文关键词： ZZ银行品牌管理改进方案　出处：《贵州财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：品牌作为企业应对不确定性,提升消费者对产品及服务信任度的有效机制,对于企业传递核心价值观,建立消费者忠诚度都具有较大的作用,是现代社会尤其是经济全球化趋势下,帮助企业获取核心竞争力的关键。近年来,我国银行经营模式趋于同质化,为了保持在同行业中处于领先水平,各个银行围绕产品创新和服务展开品牌营销,银行已经迈入了“品牌时代”。想要在竞争激烈的银行市场中保持持续的发展,银行品牌管理显得至关重要。本文基于招商银行ZZ分行的视角,在对品牌管理文献和理论研究的基础上,首先,分析招商银行ZZ分行的品牌管理现状,并通过深度访谈的形式剖析了招商银行ZZ分行品牌管理存在的问题。其次,借鉴花旗银行和汇丰银行先进的品牌管理水平,结合招商银行ZZ分行目前的品牌管理现状和问题,依据品牌管理改进的基本原则,本文从内部视角和营销视角提出了招商银行ZZ分行的品牌管理改进方案。最后从建立完善品牌体系、建立服务于品牌管理的组织机构、优化优化品牌传播方式以及设立品牌维护机制及品牌管理保障体系四个方面提出利了招商银行ZZ分行品牌管理改进方案的实施步骤,与此同时,为了确保改进措施的科学有效地实施,提出了深入贯彻“因您而变”品牌文化、增强品牌推广与宣传、加大产品和服务创新以及树立品牌维护意识四方面的保障措施。本研究具有较大的应用价值,其创新点主要体现在对招商银行品牌管理现状的诊断,并提出改进招商银行ZZ分行品牌管理的改进方案,该研究对招商银行ZZ分行的品牌管理具有一定的实用性,与此同时,也可以为我国商业银行的品牌管理提供借鉴和参考。
[Abstract]:As an effective mechanism for enterprises to deal with uncertainty and enhance consumer trust in products and services, brand plays an important role in the transmission of core values and the establishment of consumer loyalty. It is the key to help enterprises acquire core competitiveness in modern society, especially under the trend of economic globalization. In recent years, the banking management mode of our country tends to be homogenized, in order to maintain the leading level in the same industry. Each bank launches brand marketing around product innovation and service. Banks have entered a "brand age". They want to keep developing in a competitive banking market. Based on the perspective of ZZ branch of China Merchants Bank, this paper analyzes the current situation of brand management in ZZ branch of China Merchants Bank on the basis of the literature on brand management and theoretical research. And through the form of in-depth interviews to analyze the existing problems in brand management of China Merchants Bank ZZ Branch. Secondly, draw lessons from the advanced brand management level of Citibank and HSBC, combined with the current status and problems of brand management of China Merchants Bank ZZ Branch. According to the basic principles of brand management improvement, this paper puts forward the brand management improvement scheme of China Merchants Bank ZZ Branch from the internal and marketing perspectives. Optimizing and optimizing brand communication mode, establishing brand maintenance mechanism and brand management guarantee system four aspects put forward the implementation steps of brand management improvement scheme of ZZ branch of China Merchants Bank, at the same time, In order to ensure the scientific and effective implementation of the improvement measures, it is proposed to carry out the brand culture of "change by you" and enhance brand promotion and publicity. This research has great application value, and its innovation is mainly reflected in the diagnosis of the current situation of China Merchants Bank brand management. The research has some practicability for the brand management of ZZ branch of China Merchants Bank. At the same time, it can also provide reference and reference for the brand management of commercial banks in China.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F832.33

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