招商银行济南分行广告传播方案设计

发布时间：2018-04-09 21:10

本文选题：招商银行　切入点：广告传播　出处：《山东大学》2007年硕士论文

【摘要】： 随着国家金融体制改革的逐步深入,我国金融市场的运行机制和政策体制都产生了巨大的变化,商业银行数量不断增加,外资银行也纷纷登陆中国市场,银行间的竞争日益激烈。我国商业银行的运作机制正在逐步向西方发达国家的银行市场化经营体制靠拢,重视市场营销,进行科学广告传播已经发展成为各商业银行在激烈市场竞争中快速发展的必由之路。招商银行济南分行成立于2000年10月19日,是招商银行设在济南的省级管辖分行。济南分行成立以来,恪守“因势而变,因您而变”的经营理念,以创建齐鲁大地”科技领先、管理先进、服务一流、信誉卓著”的现代化商业银行为目标,始终注重开展市场营销和广告传播工作,各项业务均得到了快速、健康发展。面对不断变化的客户需求和日益激烈的银行业市场竞争发展趋势,尽快做到合理安排企业品牌和多项业务广告传播计划,优化配置广告传播资源,已经成为招商银行济南分行提高市场竞争能力的主要工作。开展广告传播专题研究,设计系统科学的广告传播方案已经具有了现实意义。本文系统运用整合营销传播理论、品牌传播理论、广告效果评估理论,采取理论研究与实证研究相结合、定性研究与定量研究并重等研究方法对招商银行济南分行2007年的全年广告传播方案进行了详细设计。在理性认识招商银行济南分行的宏观环境、竞争环境、发展现状的基础上,立足于对招商银行济南分行品牌传播现状、主要业务种类、目标消费人群界定、媒体传播环境的科学分析,确定了招商银行济南分行的广告传播目标体系;系统安排了招商银行济南分行的广告传播策略;详细设计了招商银行济南分行各类主要业务宣传广告在不同媒体的费用预算和具体投放计划。为了保证招商银行济南分行能够对广告传播工作进行及时的评估和修正,保证广告传播工作的执行效果,方案中系统闸述了设立专业合作机构开展专业广告传播工作的设想和开展广告效果调研、评估工作的执行办法。本文努力尝试把广告传播基本理论、分析工具应用于省级商业银行广告传播实践,本方案设计工作必然会在有效提高招商银行济南分行广告传播效果的同时,为以后科学开展广告传播工作奠定基础。相信本方案的设计成果对其他各商业银行应对市场竞争,提高广告传播工作科学性有一定的借鉴意义。
[Abstract]:With the gradual deepening of the reform of the national financial system, the operating mechanism and policy system of our financial market have undergone tremendous changes. The number of commercial banks has been increasing, and foreign banks have also landed on the Chinese market one after another.Competition between banks is becoming increasingly fierce.The operational mechanism of commercial banks in our country is gradually moving closer to the market-oriented management system of banks in the developed countries of the West and attaching importance to marketing.Scientific advertising communication has become the only way for commercial banks to develop rapidly in the fierce market competition.China Merchants Bank Jinan Branch was established on October 19, 2000, is a provincial branch of China Merchants Bank in Jinan.Since the establishment of Jinan Branch, we have adhered to the business philosophy of "changing according to the situation, changing because of you", aiming to create a modern commercial bank with "leading science and technology, advanced management, first-class service and outstanding reputation".Always pay attention to marketing and advertising dissemination, the business has been rapid and healthy development.In the face of the changing customer demand and the increasingly fierce market competition in the banking industry, we should arrange the enterprise brand and a number of business advertising communication plans as soon as possible, optimize the allocation of advertising communication resources,Has become China Merchants Bank Jinan Branch to improve the market competitiveness of the main work.It is of practical significance to carry out ad communication research and design a systematic and scientific advertising communication scheme.This paper systematically uses the integrated marketing communication theory, the brand communication theory, the advertising effect evaluation theory, and combines the theoretical research with the empirical research.Qualitative and quantitative research methods are used to design the whole year advertisement communication scheme of China Merchants Bank Jinan Branch in 2007.Based on the rational understanding of the macro environment, competitive environment and current situation of development of Jinan Branch of China Merchants Bank, based on the status quo of brand communication, main types of business, and target consumer population of Jinan Branch of China Merchants Bank,Through the scientific analysis of the media communication environment, the paper determines the advertising communication target system of China Merchants Bank Jinan Branch, and systematically arranges the advertising communication strategy of China Merchants Bank Jinan Branch.Detailed design of China Merchants Bank Jinan Branch of various main business advertising in different media budget and specific delivery plan.In order to ensure that the Jinan Branch of China Merchants Bank can carry out timely evaluation and revision of the advertising communication work, and ensure the implementation effect of the advertising communication work,In the scheme, the tentative idea of setting up professional cooperative organization to carry out professional advertisement dissemination, the investigation of advertising effect and the implementation method of evaluating the work are systematically described.This paper tries hard to apply the basic theory of advertising communication and analysis tools to the practice of advertising communication in provincial commercial banks. The design of this scheme is bound to improve the effect of advertising communication in Jinan Branch of China Merchants Bank effectively at the same time.For the future scientific development of advertising dissemination work laid the foundation.It is believed that the design results of this scheme can be used for reference by other commercial banks in coping with market competition and improving the scientific nature of advertising communication.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F832.2;F713.8

【共引文献】