【摘要】：同其他企業(yè)一樣,商業(yè)銀行的品牌,在企業(yè)提供的服務(wù)和商品被市場(chǎng)廣泛熟悉,是由經(jīng)營(yíng)管理者在長(zhǎng)期的市場(chǎng)營(yíng)銷活動(dòng)中通過(guò)產(chǎn)品的開(kāi)發(fā)、管理、銷售,認(rèn)可的過(guò)程中逐步建立起來(lái)的。銀行作為一種無(wú)形資產(chǎn),如果其品牌一經(jīng)確立,便給銀行帶來(lái)豐厚的回報(bào)。深圳發(fā)展銀行作為中國(guó)首家面向社會(huì)公眾公開(kāi)發(fā)行股票并成功上市的商業(yè)銀行,在品牌建設(shè)方面,取得了可觀的成績(jī),也積累了豐厚的成功經(jīng)驗(yàn)。但就總體而言,與其經(jīng)營(yíng)能力和市場(chǎng)競(jìng)爭(zhēng)力相比,深圳發(fā)展銀行的品牌影響力尚存在一定的差距。 因此,本文在商業(yè)銀行市場(chǎng)營(yíng)銷理論的基礎(chǔ)上,采用理論與實(shí)踐相結(jié)合、定性與定量相結(jié)合的研究方法,針對(duì)深圳發(fā)展銀行營(yíng)銷環(huán)境、發(fā)展現(xiàn)狀及品牌營(yíng)銷中存在的問(wèn)題進(jìn)行了理論研究和深入分析,并在此基礎(chǔ)上提出了深圳發(fā)展銀行的品牌營(yíng)銷策略規(guī)劃建議,得出的主要結(jié)論如下：首先,深圳發(fā)展銀行應(yīng)加強(qiáng)銀行品牌的傳播與推廣；其次,深圳發(fā)展銀行應(yīng)加強(qiáng)銀行品牌文化建設(shè)；再次,深圳發(fā)展銀行應(yīng)加強(qiáng)特性化金融品牌定位；最后,深圳發(fā)展銀行應(yīng)構(gòu)建全面的品牌服務(wù)體系。本文的研究對(duì)于提升深圳發(fā)展銀行核心競(jìng)爭(zhēng)力從而為深圳發(fā)展銀行能夠迎接未來(lái)激烈市場(chǎng)競(jìng)爭(zhēng)、建立企業(yè)美譽(yù)度和忠誠(chéng)度具有十分現(xiàn)實(shí)的指導(dǎo)意義。同時(shí),對(duì)國(guó)內(nèi)其他股份制商業(yè)銀行品牌營(yíng)銷建設(shè)能夠起到一定的借鑒作用,對(duì)于加快我國(guó)商業(yè)銀行整體前進(jìn)步伐,并實(shí)現(xiàn)我國(guó)商業(yè)銀行全面、持續(xù)、健康發(fā)展具有重要參考價(jià)值和現(xiàn)實(shí)意義。
[Abstract]:Like other enterprises, the brands of commercial banks are widely known in the market for services and goods provided by enterprises, through the development, management and sale of products through long-term marketing activities by business managers. Gradually established in the process of recognition. Bank as an intangible asset, if its brand has been established, it will bring huge returns to the bank. Shenzhen Development Bank, as the first commercial bank in China to publicly issue shares to the public, has made considerable achievements in brand building and accumulated rich successful experiences. But on the whole, compared with its management ability and market competitiveness, the brand influence of Shenzhen Development Bank still has a certain gap. Therefore, based on the marketing theory of commercial banks, this paper adopts the research methods of combining theory and practice, combining qualitative and quantitative methods, aiming at the marketing environment of Shenzhen Development Bank. Based on the theoretical research and in-depth analysis of the current situation of development and the problems existing in brand marketing, this paper puts forward the suggestions of brand marketing strategy planning of Shenzhen Development Bank. The main conclusions are as follows: first of all, Shenzhen Development Bank should strengthen the dissemination and promotion of bank brand. Secondly, Shenzhen Development Bank should strengthen the construction of bank brand culture; thirdly, Shenzhen Development Bank should strengthen the positioning of characteristic financial brand; finally, Shenzhen Development Bank should build a comprehensive brand service system. The research in this paper is of practical guiding significance for promoting the core competitiveness of Shenzhen Development Bank and for the Shenzhen Development Bank to meet the fierce market competition in the future and to establish the reputation and loyalty of enterprises. At the same time, it can play a certain role in the brand marketing construction of other joint-stock commercial banks in China, which can speed up the overall progress of our commercial banks and realize the comprehensive and sustainable development of our commercial banks. Healthy development has important reference value and practical significance.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張吉光;城市商業(yè)銀行十年風(fēng)雨路[J];銀行家;2005年06期

2 趙輝;關(guān)于構(gòu)造我國(guó)商業(yè)銀行品牌戰(zhàn)略的思考[J];金融論壇;2003年03期

3 劉林;李新波;;當(dāng)前我國(guó)城市商業(yè)銀行的SWOT分析與戰(zhàn)略選擇[J];當(dāng)代經(jīng)理人;2006年10期

4 黃勵(lì)崗;美國(guó)社區(qū)銀行制度對(duì)我國(guó)城市商業(yè)銀行發(fā)展的啟示[J];南方金融;2005年10期

5 史萍;;城市商業(yè)銀行個(gè)人金融產(chǎn)品若干問(wèn)題研究[J];改革與戰(zhàn)略;2008年11期

6 顧鋒鋒;試論我國(guó)商業(yè)銀行市場(chǎng)定位的合理選擇[J];上海金融;2004年03期

7 謝紅艷;周芳;;城市商業(yè)銀行的區(qū)域化定位分析[J];沈陽(yáng)建筑大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2007年01期

8 張華倫;王磊;高濤;王海榮;;商業(yè)銀行客戶價(jià)值指標(biāo)體系的建立與評(píng)估[J];統(tǒng)計(jì)與決策;2006年23期

9 鄭春東,陳通;品牌價(jià)值支撐體系的構(gòu)成及其評(píng)價(jià)方法研究[J];現(xiàn)代財(cái)經(jīng)-天津財(cái)經(jīng)學(xué)院學(xué)報(bào);2004年09期

10 嚴(yán)曉燕;追求服務(wù)最高境界 打造服務(wù)領(lǐng)先型銀行品牌[J];中國(guó)金融;2003年13期

，

本文編號(hào)：2444161