本文選題：商業(yè)銀行 + 品牌競爭力��； 參考：《南京理工大學》2013年碩士論文

【摘要】：隨著銀行業(yè)改革的不斷深化、開放程度不斷加深,銀行的競爭愈演愈烈。一方面,產(chǎn)品及服務的多元化和同質(zhì)化,使得客戶有了更大的選擇空間,在這種背景下,各商業(yè)銀行只有通過加強品牌的運營來獲得競爭優(yōu)勢,這就促使了商業(yè)銀行對品牌的重視；另一方面,客戶的需求是不斷變化的,在客戶需求的基礎上提供產(chǎn)品及服務,仍可以使商業(yè)銀行在同質(zhì)化的產(chǎn)品和服務市場中脫穎而出。因此,商業(yè)銀行只有在滿足客戶需求的前提下提供產(chǎn)品和服務,才能獲得客戶對銀行品牌的認可,進而獲取競爭的優(yōu)勢。 本文首先對過去的理論進行了回顧,重點是品牌競爭力的相關理論；其次,通過訪談和理論相結(jié)合的方式,分析出商業(yè)銀行品牌競爭力的評價指標,其重點是構(gòu)建出商業(yè)銀行品牌競爭力的評價體系和評價模型；接著,通過調(diào)查問卷取得原始數(shù)據(jù),對該模型進行應用分析；基于以上基礎,從強化品牌意識、實施客戶關系管理、加強品牌體驗、創(chuàng)新產(chǎn)品及服務、深化品牌文化傳播等方面提出了商業(yè)銀行品牌競爭力的提升策略；然后,選取招商銀行南京分行為樣板進行實證研究,根據(jù)本文所構(gòu)建的商業(yè)銀行品牌競爭力的評價指標體系,對其品牌競爭力進行分析,驗證構(gòu)建的指標體系和評價模型的實用性：最后,對本文的研究進行了總結(jié),指出本文的主要研究成果和不足之處。
[Abstract]:With the deepening reform of the banking industry and the deepening openness, intensified competition in banking. On the one hand, the products and services of diversification and homogenization, so customers have more choice, in this background, the commercial banks only through strengthening the operation of brand to gain competitive advantage, which will cause the business the bank pays more attention to the brand; on the other hand, the customer demand is changing, to provide products and services based on the needs of the customers, still can make commercial banks in talent shows itself homogeneous products and services in the market. Therefore, commercial banks only provide products and services in meeting customer demand, in order to obtain customer brand recognition, and thus obtain a competitive advantage.
This paper reviews the past theories, especially the related theory of brand competitiveness; secondly, through a combination of interviews and means of theoretical analysis of evaluation index of commercial bank brand competitiveness, the key is to construct the evaluation of commercial bank system and brand competitiveness evaluation model; then, the raw data through the questionnaire the application of the model, analysis; based on the above basis, from strengthening brand awareness, the implementation of customer relationship management, strengthen brand experience, innovative products and services, deepen the brand culture in such aspects as the strategy to enhance the brand competitiveness of commercial banks; then, from China Merchants Bank Nanjing branch of the model for empirical research, according to the competitiveness of business the bank brand the constructed evaluation index system, the brand competitiveness analysis, index system of evaluation and verification of construction The practicability of the model: finally, the research of this paper is summarized, and the main research results and shortcomings of this paper are pointed out.

【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F273.2;F832.2;F224

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本文編號：1732666