本文關(guān)鍵詞：鄂爾多斯農(nóng)村商業(yè)銀行品牌建設(shè)研究　出處：《內(nèi)蒙古大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：國家不斷深化改革開放,經(jīng)濟(jì)發(fā)展方式加快轉(zhuǎn)變,內(nèi)蒙古金融市場取得了突飛猛進(jìn)的發(fā)展。但與國際國內(nèi)的股份制銀行相比,內(nèi)蒙古銀行業(yè)的品牌建設(shè)依然較為缺乏。品牌建設(shè)已經(jīng)成為內(nèi)蒙古本土銀行業(yè)參與市場競爭的必由之路。 鄂爾多斯農(nóng)村商業(yè)銀行是一家由農(nóng)村信用聯(lián)社改制的地方性商業(yè)銀行,雖然在業(yè)績方面發(fā)展迅猛,但品牌建設(shè)相對滯后,與其他股份制商業(yè)銀行存在較大差距,主要表現(xiàn)為缺乏品牌戰(zhàn)略。因此,對鄂爾多斯農(nóng)村商業(yè)銀行品牌建設(shè)進(jìn)行深入研究具有重要的實踐意義。 本文在分析了鄂爾多斯農(nóng)村商業(yè)銀行的發(fā)展現(xiàn)狀的基礎(chǔ)上,通過對銀行品牌理論研究,采用案例分析、理論分析等方法,認(rèn)為從順應(yīng)客戶需求變化、適應(yīng)銀行業(yè)發(fā)展規(guī)律、實現(xiàn)可持續(xù)發(fā)展出發(fā),鄂爾多斯農(nóng)村商業(yè)銀行有必要進(jìn)行品牌建設(shè),接著通過對品牌建設(shè)過程的分析,找出其不足在于核心競爭力與品牌建設(shè)不匹配、綜合實力中指標(biāo)排名不突出、品牌定位不清晰、服務(wù)品牌較為缺乏、現(xiàn)有品牌區(qū)域性色彩過濃以及品牌傳播手段單一,接著從品牌定位戰(zhàn)略的品牌共鳴金字塔模型出發(fā),確立了鄂爾多斯農(nóng)村商業(yè)銀行的市場定位是“一個國內(nèi)服務(wù)一流的精品銀行、一個具有現(xiàn)代服務(wù)理念的現(xiàn)代化商業(yè)銀行”。在此基礎(chǔ)上,從品牌價值、品牌架構(gòu)、品牌營銷等方面做了詳細(xì)闡述。提出了鄂爾多斯農(nóng)村商業(yè)銀行以“匯聚價值、共贏未來”作為品牌價值內(nèi)涵,以及在品牌傳播過程中提出微博傳播等創(chuàng)新性觀點。
[Abstract]:Countries continue to deepen reform and opening up, accelerate the transformation of economic development mode, the financial market of Inner Mongolia has achieved rapid development. But compared with the international and domestic joint-stock banks, the banking industry in Inner Mongolia is still relatively lack of brand building. Brand building has become the only way which must be passed Inner Mongolia local banks to participate in market competition.
Erdos rural commercial bank is a restructuring of rural credit cooperatives by the local commercial banks, although in the performance of the rapid development, but the brand construction is lagging behind, there is a big gap with other joint-stock commercial banks, mainly for the lack of brand strategy. It has important practical significance to deeply study the Erdos rural commercial bank brand construction.
Based on the analysis of the current situation of the development of rural Ordos commercial banks. Through the study of the bank brand, using case analysis, theoretical analysis and other methods, think from the adaptation to changes in customer demand, the development of banking law to adapt to, to achieve sustainable development of Erdos rural commercial bank is necessary to carry out brand building, and then through the analysis of the brand the construction process, identify its shortcomings is the core competitiveness and brand building, comprehensive strength in the index is not prominent, the brand positioning is not clear, the lack of existing service brand, regional brand color too thick and then from a single means of brand communication, brand positioning strategy of the Pyramid brand resonance model, established the market positioning Erdos rural commercial bank is a domestic first-class service boutique, a modern service concept The modern commercial bank. On this basis, from the brand value, brand architecture, brand marketing in detail. The Ordos rural commercial bank to the convergence of value, win the future "as the connotation of the brand value, and put forward innovative ideas in the dissemination of micro-blog brand communication process.

【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.35

【參考文獻(xiàn)】

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