【摘要】： 在20世紀(jì)80年代的全球并購潮中,被并購品牌往往以數(shù)倍的于其資產(chǎn)的價(jià)格出售。從此,品牌所蘊(yùn)含的特殊價(jià)值引起了廣泛的關(guān)注,品牌資產(chǎn)的概念由此而生。面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng),建立品牌資產(chǎn)并提升和保持品牌資產(chǎn),已經(jīng)成為現(xiàn)代企業(yè)管理中的核心內(nèi)容,也是企業(yè)獲得持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)的關(guān)鍵。 隨著我國(guó)全面開放金融業(yè),越來越多實(shí)力雄厚的外資金融企業(yè)進(jìn)入我國(guó)。作為我國(guó)金融領(lǐng)域的支柱的商業(yè)銀行,其發(fā)展?fàn)顩r關(guān)系到我國(guó)經(jīng)濟(jì)安全。如何贏得并長(zhǎng)久保持競(jìng)爭(zhēng)優(yōu)勢(shì),是我國(guó)銀行經(jīng)營(yíng)管理者以及行業(yè)監(jiān)管者必須面對(duì)的一個(gè)重要問題。建立銀行品牌資產(chǎn),給這個(gè)問題提供了一個(gè)明確的答案。 本文以我國(guó)商業(yè)銀行發(fā)展現(xiàn)狀為背景,以基于顧客的品牌資產(chǎn)為切入點(diǎn),以商業(yè)銀行零售業(yè)務(wù)的整體品牌為研究對(duì)象,對(duì)其進(jìn)行了深入的理論和實(shí)證研究。在總結(jié)國(guó)內(nèi)外學(xué)者關(guān)于顧客品牌資產(chǎn)模型和服務(wù)品牌資產(chǎn)模型等理論的基礎(chǔ)上,通過深度訪談勾畫出中國(guó)消費(fèi)者銀行品牌知識(shí)圖,進(jìn)而構(gòu)建了我國(guó)商業(yè)銀行的基于顧客的品牌資產(chǎn)模型。并通過實(shí)證對(duì)模型進(jìn)行檢驗(yàn)和修正。最終的模型強(qiáng)調(diào)銀行品牌資產(chǎn)的基本影響因素通過中間變量——品牌態(tài)度/關(guān)系的間接作用進(jìn)而影響市場(chǎng)表現(xiàn)因素;在基本影響因素中強(qiáng)調(diào)服務(wù)感知質(zhì)量/服務(wù)體驗(yàn)因素的重要作用。最后對(duì)相應(yīng)的研究結(jié)果進(jìn)行分析和討論,并希望本研究能夠?qū)ξ覈?guó)商業(yè)銀行品牌建設(shè)和管理起到促進(jìn)作用。
[Abstract]:In the global M & A spree of the 1980 s, M & A brands were often sold for several times the price of their assets. Since then, the special value of brand has aroused widespread concern, and the concept of brand equity has come into being. In the face of fierce market competition, the establishment of brand equity and the promotion and maintenance of brand equity have become the core content of modern enterprise management, and also the key for enterprises to obtain sustainable competitive advantage. With the full opening of the financial industry in China, more and more foreign financial enterprises have entered our country. As the pillar of our country's financial field, the development of commercial banks is related to the economic security of our country. How to win and maintain the competitive advantage for a long time is an important problem that our bank managers and industry regulators must face. The establishment of bank brand equity provides a clear answer to this question. Based on the background of the development of commercial banks in China, this paper takes the brand equity based on customers as the breakthrough point and the overall brand of the retail business of commercial banks as the research object, and makes a deep theoretical and empirical study on it. On the basis of summarizing the theories of domestic and foreign scholars on customer brand equity model and service brand equity model, the brand knowledge map of Chinese consumer bank is drawn through in-depth interviews. Furthermore, the customer-based brand equity model of Chinese commercial banks is constructed. The model is tested and revised by empirical analysis. The final model emphasizes that the basic influencing factors of bank brand equity influence market performance through the indirect effect of brand attitude / relationship. The important role of service perceived quality / service experience is emphasized in the basic influencing factors. Finally, the research results are analyzed and discussed, and it is hoped that this study can promote the brand construction and management of commercial banks in China.
【學(xué)位授予單位】：同濟(jì)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F832.2

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前2條

1 金亮;顧客資產(chǎn)驅(qū)動(dòng)因素、顧客忠誠與顧客資產(chǎn)之機(jī)理研究[D];吉林大學(xué);2010年

2 于樹青;基于生態(tài)位理論的城鎮(zhèn)品牌價(jià)值鏈構(gòu)建研究[D];中國(guó)海洋大學(xué);2012年

相關(guān)碩士學(xué)位論文 前5條

1 陳芳芳;股份制商業(yè)銀行品牌價(jià)值評(píng)價(jià)體系研究[D];天津財(cái)經(jīng)大學(xué);2010年

2 張睿;基于顧客要素的商業(yè)銀行品牌資產(chǎn)評(píng)估[D];長(zhǎng)安大學(xué);2011年

3 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

4 王慶增;上市商業(yè)銀行品牌生態(tài)位測(cè)度及競(jìng)爭(zhēng)策略研究[D];山東大學(xué);2012年

5 姜方遠(yuǎn);銀行品牌資產(chǎn)、品牌形象與企業(yè)客戶往來意愿關(guān)系研究[D];華中科技大學(xué);2012年

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本文編號(hào)：2279873