本文選題：中信銀行　切入點(diǎn)：銀行品牌營(yíng)銷(xiāo)　出處：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：企業(yè)的品牌是企業(yè)的無(wú)形資產(chǎn),是企業(yè)的經(jīng)營(yíng)管理者在企業(yè)長(zhǎng)期的經(jīng)營(yíng)與市場(chǎng)開(kāi)發(fā)活動(dòng)中逐漸建立起來(lái)的,也是讓市場(chǎng)和民眾逐步熟知的。商業(yè)銀行同市場(chǎng)中的其他企業(yè)一樣也存在企業(yè)品牌營(yíng)銷(xiāo)的問(wèn)題。在銀行市場(chǎng),由于產(chǎn)品趨同化現(xiàn)象導(dǎo)致同業(yè)之間的競(jìng)爭(zhēng)越來(lái)越激烈。而當(dāng)銀行的品牌建立后,品牌效應(yīng)就會(huì)給銀行帶來(lái)豐厚的利潤(rùn)。中信銀行成立于1987年,是我國(guó)改革開(kāi)放中較早成立的新興商業(yè)銀行之一。但與其他商業(yè)銀行相比,中信銀行的品牌影響力還有一定的差距。本文正是在這樣背景下,在商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)理論的基礎(chǔ)上,通過(guò)理論聯(lián)系實(shí)踐和對(duì)中信銀行品牌建設(shè)、內(nèi)外環(huán)境和發(fā)展現(xiàn)狀進(jìn)行分析,得出中信銀行在當(dāng)前品牌營(yíng)銷(xiāo)的問(wèn)題,并提出了中信銀行品牌營(yíng)銷(xiāo)策略。第一,中信銀行應(yīng)該從市場(chǎng)出發(fā),加強(qiáng)品牌傳播與品牌推廣;第二,中信銀行立足于自身發(fā)展,加強(qiáng)銀行品牌文化建設(shè);第三,中信銀行在金融行業(yè)競(jìng)爭(zhēng)激烈的環(huán)境中應(yīng)該找準(zhǔn)市場(chǎng)品牌定位;第四,中信銀行應(yīng)該建立全面的品牌體系建設(shè)。本文主要研究中信銀行的品牌營(yíng)銷(xiāo)策略問(wèn)題,這對(duì)于中信銀行在企業(yè)品牌推廣與培養(yǎng)客戶(hù)忠實(shí)度都有著十分重要的作用。同時(shí),本文的研究對(duì)于其他商業(yè)銀行在品牌營(yíng)銷(xiāo)上也有著一定的積極作用。
[Abstract]:The enterprise brand is the intangible assets of the enterprise, is the enterprise management in the enterprise long-term management and market development activities gradually set up, also let the market and the public gradually known. Commercial banks other enterprises in the same market as there are corporate brand marketing problems. In the banking market, as the product of assimilation led to the phenomenon of competition among peers is more and more fierce. And when the bank after the establishment of the brand, the brand effect will bring huge profits to the Bank of China CITIC Bank was founded in 1987, is one of the emerging commercial bank of China's reform and opening up in the early. But compared with other commercial banks, CITIC Bank's brand influence and certain the gap. This article is in this background, based on the marketing theory of commercial bank market, through the theory and practice of the brand construction of CITIC Bank, internal and external environment and The development status of the analysis, the CITIC Bank in the current brand marketing, and puts forward the marketing strategy of CITIC Bank brand. First, CITIC Bank should be based on the market, strengthen brand communication and brand promotion; second, CITIC Bank Based on their own development, strengthen the brand culture construction bank; third, should identify the brand positioning in the market competition environment in the financial industry fierce CITIC Bank; fourth, CITIC Bank should establish a comprehensive system of brand building and brand marketing strategy. This paper mainly studies the problem of CITIC Bank, for the bank in the letter and the cultivation of brand promotion customer loyalty is very important. At the same time, this study for other commercial banks there is a certain positive role in the brand marketing.

【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F832.33

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