本文選題：儀征農(nóng)村商業(yè)銀行 + 品牌建設(shè)　； 參考：《南京理工大學(xué)》2016年碩士論文

【摘要】：隨著銀行業(yè)同質(zhì)化競爭的白熱化,建立良好的銀行品牌,進行差異化競爭越來越成為銀行從業(yè)者的共識。尤其對于儀征農(nóng)村商業(yè)銀行這類中小農(nóng)村商業(yè)銀行而言,由于受制于市場區(qū)域及自身資本規(guī)模,銀行品牌建設(shè)需求尤為迫切。因此,研究儀征農(nóng)商行品牌特性及建設(shè)方案,結(jié)合品牌及銀行品牌的相關(guān)理論,探索儀征農(nóng)商行品牌建設(shè)和品牌保障措施的研究很有必要。本文主要從以下四個方面研究儀征農(nóng)商行的品牌建設(shè)：第一,通過案例研究,對儀征農(nóng)村商業(yè)銀行品牌建設(shè)現(xiàn)狀及存在問題進行分析。主要通過實地調(diào)查對儀征農(nóng)商行的品牌建設(shè)現(xiàn)狀進行研究分析,從品牌設(shè)計、品牌定位、品牌產(chǎn)品、品牌文化、品牌維護等方面具體闡述儀征農(nóng)商行品牌現(xiàn)階段的情況及相關(guān)水平,并通過案例現(xiàn)狀分析總結(jié)儀征農(nóng)商行在品牌建設(shè)中存在的主要問題。第二,通過宏觀分析、微觀分析、SWOT模型對儀征農(nóng)村商業(yè)銀行競爭環(huán)境進行分析,總結(jié)儀征農(nóng)村商業(yè)銀行所面臨的優(yōu)勢、劣勢、機會及威脅等方面的市場環(huán)境,全角度了解儀征農(nóng)商行進行品牌建設(shè)的市場競爭環(huán)境,具體問題具體分析。第三,通過品牌理論運用,提出符合儀征農(nóng)商行實際的品牌建設(shè)的方案設(shè)計。主要通過品牌形象識別(CIS)、品牌定位、整合品牌傳播、品牌保護、品牌策略等品牌理論,針對儀征農(nóng)商行品牌建設(shè)提出一套具有實際意義的建設(shè)設(shè)計方案,指導(dǎo)儀征農(nóng)商行具體品牌戰(zhàn)略的實施。第四,針對儀征農(nóng)商行品牌建設(shè)的現(xiàn)狀,設(shè)計其品牌建設(shè)的保障措施。主要通過案例分析,根據(jù)儀征農(nóng)商行現(xiàn)狀,從強化品牌意識、提供組織保障、豐富品牌文化內(nèi)涵、建立危機公關(guān)制度等方面,總結(jié)設(shè)計出儀征農(nóng)商行的品牌建設(shè)保障措施,保障其品牌建設(shè)有效、有序開展。
[Abstract]:With the homogeneous competition of the banking industry, it has become a consensus of the banking practitioners to establish a good bank brand and carry out differentiated competition. Especially for the small and medium-sized rural commercial banks such as Yizheng rural commercial banks, because of the market area and their own capital scale, the need for bank brand construction is particularly urgent. Therefore, it is necessary to study the brand characteristics and construction plan of Yizheng Agricultural Commercial Bank, combined with the relevant theories of brand and bank brand, to explore the brand construction and brand protection measures of Yizheng Agricultural Commercial Bank. This paper mainly from the following four aspects of Yizheng Agricultural Bank brand construction: first, through a case study, Yizheng Rural Commercial Bank brand construction status and existing problems are analyzed. Mainly through the field investigation to the Yizheng agricultural firm's brand construction present situation carries on the research analysis, from the brand design, the brand localization, the brand product, the brand culture, Brand maintenance and other aspects of Yizheng Agricultural Commercial Bank brand at this stage and related levels, and through the case analysis of the status quo of Yizheng Agricultural Bank in the brand construction of the main problems. Second, through macro analysis, micro analysis and SWOT model to analyze the competitive environment of Yizheng rural commercial banks, summarize the market environment of Yizheng rural commercial banks in the aspects of strengths, weaknesses, opportunities and threats, etc. Understand the market competition environment of Yizheng agribusiness for brand construction from all angles, and analyze the specific problems. Thirdly, through the application of brand theory, the paper puts forward the brand construction scheme which accords with Yizheng Agricultural Company. Mainly through brand image identification, brand positioning, brand communication, brand protection, brand strategy and other brand theory, this paper puts forward a set of practical construction and design plan for Yizheng Agricultural and Commercial Bank brand construction, which is mainly based on brand image identification, brand positioning, integration of brand communication, brand protection, brand strategy and other brand theories. Guide the implementation of the specific brand strategy of Yizheng agribusiness. Fourth, according to the current situation of Yizheng Agricultural Commercial Bank brand construction, design its brand construction safeguard measures. Mainly through case analysis, according to the current situation of Yizheng agribusiness, from the aspects of strengthening brand consciousness, providing organizational guarantee, enriching brand culture connotation, establishing crisis public relations system, the author summarizes and designs the brand construction safeguard measures of Yizheng Agricultural Commercial Bank. To ensure that its brand building is effective and orderly.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F273.2;F832.35
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本文編號：1896602