【摘要】： 近年來(lái),國(guó)內(nèi)商業(yè)銀行的金融產(chǎn)品以及金融服務(wù)的同質(zhì)性趨勢(shì)日益明顯,因此,銀行間的競(jìng)爭(zhēng)愈演愈烈。2006年底,隨著我國(guó)加入世貿(mào)組織過渡期的結(jié)束,我國(guó)金融業(yè)全面對(duì)外開放,金融市場(chǎng)在更大程度上融入全球的金融體系當(dāng)中去,金融市場(chǎng)的競(jìng)爭(zhēng)轉(zhuǎn)變?yōu)轶w現(xiàn)商業(yè)銀行綜合素質(zhì)的品牌的競(jìng)爭(zhēng),創(chuàng)建強(qiáng)勢(shì)的銀行品牌已經(jīng)成為提高銀行競(jìng)爭(zhēng)力的重要手段。同時(shí),創(chuàng)建強(qiáng)勢(shì)品牌也是適應(yīng)商業(yè)銀行自身發(fā)展的客觀要求,以及順應(yīng)客戶需求變化的現(xiàn)實(shí)需要。我國(guó)商業(yè)銀行對(duì)于品牌的認(rèn)識(shí)較晚,目前商業(yè)銀行的品牌建設(shè)還處于初級(jí)階段,面對(duì)實(shí)力雄厚的著名跨國(guó)金融機(jī)構(gòu),迫切需要建立自己的強(qiáng)勢(shì)銀行品牌。 因?yàn)槠放瀑Y產(chǎn)是品牌建設(shè)的重要內(nèi)容,所以本文對(duì)基于顧客的商業(yè)銀行品牌資產(chǎn)進(jìn)行了深入和系統(tǒng)的研究。通過文獻(xiàn)研究以及分析中資銀行品牌管理的現(xiàn)狀,本文提出基于顧客的商業(yè)銀行品牌資產(chǎn)模型和品牌資產(chǎn)各維度的關(guān)系模型,并對(duì)概念模型進(jìn)行實(shí)證檢驗(yàn)。本文的研究目的是通過上述模型的建立和實(shí)證研究,為銀行品牌建設(shè)提供對(duì)策。本文的研究方法是定性與定量相結(jié)合。定性方法主要是文獻(xiàn)綜述與訪談法。定量方法主要是問卷法。研究的過程如下: 第一,本文通過回顧以往品牌資產(chǎn)和金融品牌的研究,指出前人在相關(guān)研究中的共識(shí)與分歧,為下一步的研究奠定基礎(chǔ)。 第二,建立概念模型,包括銀行品牌資產(chǎn)模型和銀行品牌資產(chǎn)各維度的關(guān)系模型,并提出假設(shè)說(shuō)明銀行品牌形象、感知銀行服務(wù)質(zhì)量、感知銀行價(jià)值和銀行品牌忠誠(chéng)之間的關(guān)系。 第三,本文通過文獻(xiàn)研究和訪談,制作銀行品牌資產(chǎn)的測(cè)量問卷;然后進(jìn)行小范圍的預(yù)調(diào)查,并使用SPSS軟件進(jìn)行探索性因子分析,以修正問卷。 第四,本文通過判斷抽樣,獲得460份有效問卷,并使用LISREL軟件進(jìn)行數(shù)據(jù)分析。運(yùn)用一階驗(yàn)證性因子分析檢驗(yàn)問卷的信度和效度。在一階因子模型的基礎(chǔ)上進(jìn)行二階因子分析,驗(yàn)證了銀行品牌資產(chǎn)模型。然后本文對(duì)銀行品牌資產(chǎn)各維度的關(guān)系模型講行檢驗(yàn)。 第五,根據(jù)前面的數(shù)據(jù)分析結(jié)果,為銀行品牌資產(chǎn)的建設(shè)提供了建議和策略,并討論了本研究的意義和不足之處,并為今后的研究指明了方向。
[Abstract]:In recent years, the homogeneity trend of financial products and financial services of domestic commercial banks has become increasingly obvious. Therefore, the competition among banks intensified at the end of 2006, with the end of the transitional period of China's accession to the WTO. China's financial industry is fully open to the outside world, and the financial market is to a greater extent integrated into the global financial system. The competition in the financial market has changed into a brand competition that reflects the comprehensive quality of commercial banks. The establishment of a strong bank brand has become an important means to improve the competitiveness of banks. At the same time, the establishment of strong brand is also to adapt to the objective requirements of the development of commercial banks, as well as to meet the needs of customers. At present, the brand construction of commercial banks is still in the primary stage. Facing the powerful multinational financial institutions, it is urgent to establish their own strong bank brands. Because brand equity is an important part of brand building, this paper makes a deep and systematic study on the brand equity of commercial banks based on customers. Through literature research and analysis of the current situation of brand management in Chinese banks, this paper puts forward a customer based brand equity model of commercial banks and the relationship model of each dimension of brand equity, and makes an empirical test of the conceptual model. The purpose of this paper is to provide countermeasures for bank brand building through the establishment of the above model and empirical research. The research method of this paper is the combination of qualitative and quantitative analysis. The qualitative method is mainly literature review and interview. The quantitative method is mainly questionnaire method. The research process is as follows: first, by reviewing the previous research on brand equity and financial brand, this paper points out the consensus and differences in the related research, which lays the foundation for the next research. Secondly, establish the conceptual model, including the relationship model of bank brand equity and each dimension of bank brand equity, and propose hypotheses to explain the bank brand image and perceive the bank service quality. Perception of the relationship between bank value and bank brand loyalty. Thirdly, through literature research and interviews, this paper makes a questionnaire for the measurement of bank brand equity, and then carries out a small scale of pre-survey, and uses SPSS software to carry out exploratory factor analysis to correct the questionnaire. Fourthly, 460 valid questionnaires are obtained by judging sampling, and the data are analyzed by LISREL software. First-order confirmatory factor analysis was used to test the reliability and validity of the questionnaire. Based on the first order factor model, the second order factor analysis is carried out to verify the bank brand equity model. Then this paper discusses the relationship model of each dimension of bank brand equity. Fifthly, according to the above data analysis results, it provides suggestions and strategies for the construction of bank brand equity, discusses the significance and shortcomings of this study, and points out the direction for future research.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F832.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 單沛君;我國(guó)商業(yè)銀行品牌資產(chǎn)對(duì)市場(chǎng)績(jī)效的影響研究[D];南京航空航天大學(xué);2011年

2 趙倩茹;手機(jī)銀行使用意向影響因素研究[D];西南財(cái)經(jīng)大學(xué);2010年

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本文編號(hào)：2121340