本文關(guān)鍵詞： 城市商業(yè)銀行 企業(yè)形象 企業(yè)文化 設(shè)計(jì)研究　出處：《青島科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),隨著我國(guó)經(jīng)濟(jì)的蓬勃發(fā)展,各大企業(yè)都面臨著競(jìng)爭(zhēng)日益激烈的問(wèn)題,要解決這一問(wèn)題離不開(kāi)自身業(yè)務(wù)的發(fā)展和體制的改革,同時(shí),越來(lái)越多的企業(yè)開(kāi)始認(rèn)識(shí)到企業(yè)形象的重要性。早在上個(gè)世紀(jì)中葉,西方國(guó)家就開(kāi)始注重研究企業(yè)形象及品牌效應(yīng)給一個(gè)企業(yè)帶來(lái)的重要影響了。城市商業(yè)銀行作為現(xiàn)代金融界發(fā)展的新興產(chǎn)物,面臨的是更大的挑戰(zhàn)和考驗(yàn),如何從眾多大型商業(yè)銀行中脫穎而出,受到客戶的親睞和信任,是城市商業(yè)銀行迫在眉睫的問(wèn)題。本文第一部分主要介紹隨著社會(huì)經(jīng)濟(jì)的發(fā)展,越來(lái)越多的國(guó)家開(kāi)始研究企業(yè)形象的重要性,而我國(guó)對(duì)企業(yè)形象及品牌的研究才剛剛起步,在金融界,企業(yè)形象的設(shè)計(jì)與建設(shè),往往是最容易被忽略的;第二部分,主要是概述好的企業(yè)形象會(huì)成為企業(yè)發(fā)展的優(yōu)質(zhì)的推動(dòng)力,一個(gè)企業(yè)的形象建設(shè),不僅能為企業(yè)樹(shù)立良好的社會(huì)形象,更能為企業(yè)打造品牌效應(yīng),營(yíng)造良好的“口碑”,從而,帶來(lái)豐厚的效益;第三部分主要通過(guò)分析現(xiàn)如今城市商業(yè)銀行的企業(yè)形象發(fā)展?fàn)顩r,大部分城市商業(yè)銀行開(kāi)始注重自己的企業(yè)形象建設(shè),但是由于領(lǐng)導(dǎo)者的長(zhǎng)期忽視,城市商業(yè)銀行的企業(yè)形象塑造往往是千篇一律,缺乏對(duì)個(gè)性的塑造,沒(méi)有形成一個(gè)系統(tǒng)的企業(yè)形象管理機(jī)制;第四部分主要是對(duì)青島銀行現(xiàn)有的企業(yè)形象進(jìn)行分析,提出合理化的修改意見(jiàn),針對(duì)有優(yōu)勢(shì)的地方發(fā)揚(yáng)光大,針對(duì)不足之處加以彌補(bǔ);第五部分,闡述商業(yè)銀行企業(yè)形象塑造的重要性,打造城市商業(yè)銀行良好企業(yè)形象的必要性,以及引領(lǐng)服務(wù)行業(yè)蓬勃發(fā)展的前瞻性。本文主要通過(guò)分析銀行企業(yè)形象與銀行的整體營(yíng)銷、社會(huì)地位、對(duì)銀行內(nèi)部企業(yè)文化的建設(shè)等方面是否存在必然聯(lián)系。了解城市商業(yè)銀行企業(yè)形象的現(xiàn)狀,對(duì)于傳統(tǒng)企業(yè)形象的優(yōu)勢(shì)進(jìn)行總結(jié),同時(shí)對(duì)于城市商業(yè)銀行企業(yè)形象中的不足進(jìn)行改善。通過(guò)對(duì)比分析,確定目標(biāo)城市商業(yè)銀行,了解目標(biāo)商業(yè)銀行的成立背景、歷史文化以及前期企業(yè)形象的塑造,提出合理的優(yōu)化方案,打造真正適合城市商業(yè)銀行的企業(yè)標(biāo)志以及一系列宣傳產(chǎn)品、宣傳方式,更好的為城市商業(yè)銀行的發(fā)展提供智力支持。
[Abstract]:In recent years, with the vigorous development of our economy, the major enterprises are facing the increasingly fierce competition, to solve this problem can not be separated from the development of their own business and system reform, at the same time, More and more enterprises are beginning to realize the importance of corporate image. Western countries have begun to pay attention to the study of the important impact of corporate image and brand effects on an enterprise. As a new product of the development of modern financial circles, urban commercial banks are facing even greater challenges and tests. How to stand out from many large commercial banks and be trusted by customers is an urgent problem for city commercial banks. The first part of this paper mainly introduces the development of social economy. More and more countries begin to study the importance of corporate image, but our research on corporate image and brand has just started. In the financial world, the design and construction of corporate image is often the most easily ignored. It is mainly summarized that a good enterprise image will become a good driving force for the development of an enterprise. The image construction of an enterprise can not only set up a good social image for the enterprise, but also create a brand effect for the enterprise, create a good "reputation", and thus, The third part mainly through the analysis of the development of the corporate image of the city commercial banks, most of the city commercial banks began to pay attention to their own corporate image construction, but due to the long-term neglect of the leaders, The corporate image of city commercial banks is often stereotyped, lacking of personality shaping, and not forming a systematic enterprise image management mechanism. Part 4th mainly analyzes the existing corporate image of Qingdao Bank. Put forward the reasonable revision suggestion, carry forward the advantage place, make up for the deficiency; part 5th, expound the importance of the commercial bank enterprise image mold, build the city commercial bank good enterprise image necessity, This paper mainly analyzes the corporate image of the bank and the overall marketing and social status of the bank. Whether there is an inevitable connection to the construction of corporate culture within the bank, to understand the present situation of the corporate image of the city commercial bank, and to summarize the advantages of the traditional corporate image, At the same time, to improve the corporate image of the city commercial banks. Through comparative analysis, determine the target city commercial banks, understand the background of the establishment of the target commercial banks, history and culture as well as the shaping of the early corporate image, Put forward the reasonable optimization plan, create the enterprise logo which is really suitable for the city commercial bank, and a series of propaganda products, the propaganda way, provide the intelligence support for the development of the city commercial bank better.
【學(xué)位授予單位】：青島科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：J524

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