本文選題：成都銀行 + 品牌發(fā)展戰(zhàn)略��； 參考：《西南財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：隨著國(guó)內(nèi)銀行業(yè)改革的不斷發(fā)展、深化以及銀行產(chǎn)品和服務(wù)的迅速變更,商業(yè)銀行所固有的金融企業(yè)特征和商業(yè)銀行產(chǎn)品及服務(wù)的同質(zhì)性趨勢(shì)越來(lái)越明顯,銀行間的競(jìng)爭(zhēng)達(dá)到前所未有的激烈程度。2006年作為我國(guó)加入世界貿(mào)易組織過(guò)渡期的最后一年,我國(guó)的金融業(yè)現(xiàn)在已全面對(duì)外開(kāi)放,金融市場(chǎng)已經(jīng)全方位地融入了全球的金融體系當(dāng)中去,而商業(yè)銀行作為金融市場(chǎng)的主力軍,其競(jìng)爭(zhēng)層面早已轉(zhuǎn)變?yōu)轶w現(xiàn)該行綜合素質(zhì)的品牌的競(jìng)爭(zhēng),創(chuàng)建屬于自己的銀行品牌已經(jīng)作為提升銀行競(jìng)爭(zhēng)力的重要手段。同時(shí),隨著互聯(lián)網(wǎng)金融以及金融互聯(lián)網(wǎng)的方興未艾,商業(yè)銀行實(shí)施品牌發(fā)展戰(zhàn)略也是適應(yīng)自身發(fā)展的必然訴求,同時(shí)也是為了適應(yīng)客戶不斷提高的需求變化的現(xiàn)實(shí)需要。我國(guó)商業(yè)銀行特別是中小地方商業(yè)銀行對(duì)于品牌戰(zhàn)略的認(rèn)識(shí)起步較晚,還處于初級(jí)階段。作為商業(yè)銀行,在面對(duì)實(shí)力雄厚、品牌歷史悠久的著名跨國(guó)金融機(jī)構(gòu),迫切需要進(jìn)行頂層設(shè)計(jì),建立自己的強(qiáng)勢(shì)銀行品牌。本文就是在這樣的背景下,對(duì)成都銀行的品牌發(fā)展戰(zhàn)略進(jìn)行了深入和系統(tǒng)的研究。 本文從品牌理論和成都銀行的現(xiàn)狀入手,闡述了成都銀行品牌發(fā)展戰(zhàn)略面臨的機(jī)遇和挑戰(zhàn)以及成都銀行品牌戰(zhàn)略的實(shí)施等問(wèn)題。文章共分為四個(gè)部分,第一部分為緒論部分,主要闡述了本文研究背景、目的、意義、內(nèi)容和研究方法；第二部分為相關(guān)理論綜述,主要內(nèi)容包括品牌概述、金融品牌概述、品牌戰(zhàn)略管理分析方法以及品牌發(fā)展戰(zhàn)略是成都銀行發(fā)展的必然選擇四個(gè)方面；第三部分是成都銀行品牌建設(shè)現(xiàn)狀及問(wèn)題,包括成都銀行簡(jiǎn)述、成都銀行的特點(diǎn)、成都銀行品牌發(fā)展現(xiàn)狀、成都銀行在品牌建設(shè)方面存在的問(wèn)題以及成都銀行品牌建設(shè)SWOT分析；第四部分成都銀行品牌戰(zhàn)略實(shí)施及保障措施,主要探討了成都銀行品牌發(fā)展策略具體實(shí)施以及成都銀行品牌發(fā)展戰(zhàn)略實(shí)施保障措施。
[Abstract]:With the continuous development and deepening of domestic banking reform and the rapid change of banking products and services, the inherent financial enterprise characteristics of commercial banks and the homogeneity trend of commercial bank products and services are becoming more and more obvious. The competition among banks has reached an unprecedented intensity. In 2006, as the last year of the transition period for China's accession to the World Trade Organization, China's financial industry has now been fully opened to the outside world. The financial market has been integrated into the global financial system in all directions. As the main force of the financial market, the competition level of the commercial banks has long changed into the competition of the brands that embody the comprehensive quality of the bank. The establishment of its own bank brand has been an important means to enhance the competitiveness of banks. At the same time, with the development of Internet finance and financial Internet, the implementation of brand development strategy of commercial banks is an inevitable demand to adapt to their own development, but also in order to adapt to the changing needs of customers. The understanding of brand strategy of Chinese commercial banks, especially small and medium-sized local commercial banks, is still in the initial stage. As a commercial bank, in the face of the strength and long history of the famous multinational financial institutions, it is urgent to carry out top-level design and establish their own strong bank brand. Under this background, this paper makes a deep and systematic study on the brand development strategy of Chengdu Bank. Starting with the brand theory and the current situation of Chengdu Bank, this paper expounds the opportunities and challenges faced by Chengdu Bank brand development strategy and the implementation of Chengdu Bank brand strategy. The article is divided into four parts, the first part is the introduction part, mainly elaborated the research background, the purpose, the significance, the content and the research method; the second part is the related theory summary, the main content includes the brand outline, the finance brand outline, The analysis method of brand strategy management and brand development strategy are the inevitable choice of Chengdu Bank. The third part is the status quo and problems of Chengdu Bank brand construction, including Chengdu Bank brief description, Chengdu Bank characteristics, The present situation of Chengdu Bank's brand development, the problems existing in Chengdu Bank's brand construction and the SWOT analysis of Chengdu Bank's brand construction. The fourth part is the implementation of Chengdu Bank's brand strategy and its safeguard measures. This paper mainly discusses the implementation of the brand development strategy of Chengdu Bank and the guarantee measures of the brand development strategy of Chengdu Bank.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F832.33

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