现代商业银行品牌传播战略研究
发布时间：2019-01-17 18:41
【摘要】：现今,我国国内的商业银行正处于新时期,需要应对各种变化的环境,银行间同质化引起的激烈竞争,新技术发展带来的银行传统业务的转型,消费者心理变化和品牌消费趋势的增强等客观变化将促使银行重新思考未来的发展道路。 我国的金融市场在经历了诸如价格战、概念战、广告战等营销手段之后,必然最终将建立和维护良好的企业品牌作为核心竞争手段。由于银行产品的虚拟性,各银行之间的产品模仿严重,大同小异,产品同质化成为不争的事实,导致现如今银行业竞争更加激烈。相对于易被复制的产品,银行的品牌具有独特性,这就要求商业银行从企业的品牌和形象方面去研究,在品牌建设上下功夫,整合企业的发展与营销手段,并形成独特的优势。 如何开展和维护品牌建设将是我国商业银行亟待解决的问题。银行品牌的建设相对传统品牌的建设有其相同点,但也具有一些不同的特点。本文将在总结前人研究的基础上,结合我国银行业的实际,提出一些看法。我国银行业在自身改革和对外开放中,开始逐渐步入品牌竞争的时代。在各家商业银行产品类似或相同,服务质量均大幅提升的情况下,全力打造银行业知名品牌,提升国内银行品牌的竞争力,最终得到公众的支持和认可,将是我国商业银行将要解决的重要问题。银行的品牌建设有着独特的内涵,需要结合服务、文化、知识和信誉等方面进行综合考察。银行在管理品牌上也要注意关注银行自身的特殊属性。 工商银行与招商银行分别是太原地区国有银行与股份制商业银行的代表,各自的银行形象与企业品牌建设有着很大不同,但都面对着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开展广告传播专题研究,设计系统科学的广告传播方案具有现实意义。 本论文从品牌建设的角度切入,分析商业银行在品牌建设上存在的问题,进而为太原地区的国有银行和股份制商业银行的品牌建设提出建议。相信本论文对太原地区商业银行应对市场竞争,提高传播工作科学性有一定的借鉴意义。
[Abstract]:At present, the domestic commercial banks in our country are in a new era. They need to deal with the changing environment, the fierce competition caused by the homogenization of banks, the transformation of the traditional banking business brought by the development of new technology. The objective changes of consumer psychology and brand consumption trend will urge banks to rethink the way of development in the future. The financial market of our country has experienced such marketing means as price war, concept war, advertising war and so on, and it is inevitable to establish and maintain a good enterprise brand as the core competitive means in the end. Because of the fictitious nature of bank products, the products between banks are imitated seriously, and the product homogeneity becomes an indisputable fact, which leads to more fierce competition in the banking industry nowadays. Compared with the easily duplicated products, the brand of the bank is unique, which requires the commercial bank to study the brand and image of the enterprise, work hard on the brand construction, integrate the development and marketing means of the enterprise, and form a unique advantage. How to develop and maintain the brand construction will be the urgent problem of our commercial banks. Compared with the traditional brand construction, the bank brand construction has its similarities, but also has some different characteristics. On the basis of summing up the previous studies, this paper puts forward some opinions on the basis of the reality of China's banking industry. China's banking industry has gradually stepped into the era of brand competition in its own reform and opening to the outside world. When the products of commercial banks are similar or identical, and the quality of service is greatly improved, we will make every effort to create well-known banking brands, enhance the competitiveness of domestic bank brands, and finally get public support and recognition. Will be our country commercial bank will solve the important problem. The brand construction of the bank has its unique connotation, which needs comprehensive investigation in the aspects of service, culture, knowledge and reputation. Banks should also pay attention to the special attributes of banks in the management of brand. ICBC and China Merchants Bank are representatives of state-owned banks and joint-stock commercial banks in Taiyuan, respectively. However, in the face of constantly changing customer demand and increasingly fierce market competition in banking industry, it is of practical significance to arrange the enterprise brand to carry out ad communication research and design a systematic and scientific advertising communication scheme as soon as possible. From the perspective of brand construction, this paper analyzes the problems existing in the brand construction of commercial banks, and then puts forward some suggestions for the brand construction of state-owned banks and joint-stock commercial banks in Taiyuan. It is believed that this paper can be used for reference by commercial banks in Taiyuan to cope with market competition and improve the scientific nature of communication.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33;G206
本文编号：2410265
[Abstract]:At present, the domestic commercial banks in our country are in a new era. They need to deal with the changing environment, the fierce competition caused by the homogenization of banks, the transformation of the traditional banking business brought by the development of new technology. The objective changes of consumer psychology and brand consumption trend will urge banks to rethink the way of development in the future. The financial market of our country has experienced such marketing means as price war, concept war, advertising war and so on, and it is inevitable to establish and maintain a good enterprise brand as the core competitive means in the end. Because of the fictitious nature of bank products, the products between banks are imitated seriously, and the product homogeneity becomes an indisputable fact, which leads to more fierce competition in the banking industry nowadays. Compared with the easily duplicated products, the brand of the bank is unique, which requires the commercial bank to study the brand and image of the enterprise, work hard on the brand construction, integrate the development and marketing means of the enterprise, and form a unique advantage. How to develop and maintain the brand construction will be the urgent problem of our commercial banks. Compared with the traditional brand construction, the bank brand construction has its similarities, but also has some different characteristics. On the basis of summing up the previous studies, this paper puts forward some opinions on the basis of the reality of China's banking industry. China's banking industry has gradually stepped into the era of brand competition in its own reform and opening to the outside world. When the products of commercial banks are similar or identical, and the quality of service is greatly improved, we will make every effort to create well-known banking brands, enhance the competitiveness of domestic bank brands, and finally get public support and recognition. Will be our country commercial bank will solve the important problem. The brand construction of the bank has its unique connotation, which needs comprehensive investigation in the aspects of service, culture, knowledge and reputation. Banks should also pay attention to the special attributes of banks in the management of brand. ICBC and China Merchants Bank are representatives of state-owned banks and joint-stock commercial banks in Taiyuan, respectively. However, in the face of constantly changing customer demand and increasingly fierce market competition in banking industry, it is of practical significance to arrange the enterprise brand to carry out ad communication research and design a systematic and scientific advertising communication scheme as soon as possible. From the perspective of brand construction, this paper analyzes the problems existing in the brand construction of commercial banks, and then puts forward some suggestions for the brand construction of state-owned banks and joint-stock commercial banks in Taiyuan. It is believed that this paper can be used for reference by commercial banks in Taiyuan to cope with market competition and improve the scientific nature of communication.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33;G206
【参考文献】
相关期刊论文 前2条
1 石飞;西方商业银行品牌定位研究[J];国际金融研究;2005年03期
2 潘淑娟,吴书霞;关于商业银行品牌营销的思考[J];经济问题;2002年04期
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