本文選題：招商銀行 + 品牌�。� 參考：《廣西大學(xué)》2014年碩士論文

【摘要】：在經(jīng)濟(jì)金融全球化迅猛發(fā)展的當(dāng)今時(shí)代,面對(duì)錯(cuò)綜復(fù)雜的國(guó)內(nèi)外環(huán)境,金融產(chǎn)品和服務(wù)升級(jí)優(yōu)化程度加深,風(fēng)險(xiǎn)控制水平持續(xù)提高,銀行品牌競(jìng)爭(zhēng)激烈程度與日俱增。招商銀行的品牌經(jīng)過(guò)多年的發(fā)展,已經(jīng)創(chuàng)建完善的品牌體系,但基于外部形勢(shì)的變化和內(nèi)部經(jīng)營(yíng)轉(zhuǎn)型,所對(duì)應(yīng)的品牌建設(shè)尚未進(jìn)行及時(shí)自我完善。 本文主要通過(guò)銀行品牌和戰(zhàn)略的綜述,分析招商銀行的品牌現(xiàn)狀,包括外部因素和內(nèi)部因素,同時(shí)從優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅四個(gè)方面進(jìn)行分析,列出影響這四個(gè)方面的因素,進(jìn)行品牌評(píng)價(jià),以SWOT戰(zhàn)略模型進(jìn)行論證,招商銀行的品牌建設(shè)在同行業(yè)中居于領(lǐng)先地位。在此基礎(chǔ)上繼續(xù)提升,招商銀行必須選擇ST品牌戰(zhàn)略,充分發(fā)揮優(yōu)勢(shì),規(guī)避威脅,最終形成招商銀行的品牌戰(zhàn)略定位,即把招商銀行建設(shè)成為以零售銀行和公司銀行業(yè)務(wù)為主,傳統(tǒng)業(yè)務(wù)鞏固提升和非傳統(tǒng)業(yè)務(wù)快速發(fā)展相結(jié)合的現(xiàn)代化銀行,并對(duì)品牌戰(zhàn)略的實(shí)施提出建議。
[Abstract]:In the era of rapid development of economic and financial globalization, in the face of complicated domestic and international environment, the upgrading and optimization of financial products and services is deepened, the level of risk control continues to improve, and the fierce competition of bank brands increases day by day. After years of development, China Merchants Bank has established a perfect brand system, but based on the change of external situation and the transformation of internal management, the corresponding brand construction has not been improved in time. This article mainly through the bank brand and the strategy summary, analyzes the China Merchants Bank's brand present situation, including the external factor and the internal factor, simultaneously carries on the analysis from the advantage, the inferiority, the opportunity, the threat four aspects, lists the influence factor in these four aspects, Brand evaluation and SWOT strategic model demonstrate that the brand construction of China Merchants Bank occupies the leading position in the same industry. On this basis, China Merchants Bank must choose St brand strategy, give full play to its advantages, avoid threats, and finally form the brand strategic positioning of China Merchants Bank, that is, to build China Merchants Bank into retail banking and corporate banking business. Traditional business consolidation and rapid development of non-traditional business combined with modern banks, and the implementation of brand strategy recommendations.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F832.33;F273.2

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