本文選題：品牌戰(zhàn)略 + GZ農(nóng)商銀行�。� 參考：《廣東財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：當(dāng)前,我國的金融行業(yè)特別是商業(yè)銀行之間的競(jìng)爭(zhēng)不斷加劇。在競(jìng)爭(zhēng)不斷白熱化的同時(shí),銀行間的產(chǎn)品服務(wù)同質(zhì)化、利率市場(chǎng)化帶來的傳統(tǒng)利差空間收窄等問題導(dǎo)致更多的銀行金融機(jī)構(gòu)開始謀求新的出路。在這一情況下,更多的銀行開始意識(shí)到品牌的重要性并通過發(fā)展建設(shè)自身的品牌戰(zhàn)略來尋求并拓展新的藍(lán)海。隨著互聯(lián)網(wǎng)思維成為影響并改變著傳統(tǒng)金融業(yè)態(tài)的沖擊力量,我國的銀行、券商、基金、保險(xiǎn)等傳統(tǒng)金融機(jī)構(gòu)都開始謀篇布局,中國也隨之進(jìn)入互聯(lián)網(wǎng)金融元年。像百度、新浪、騰訊、阿里巴巴等我國互聯(lián)網(wǎng)電商巨頭都開始顯露出在互聯(lián)網(wǎng)領(lǐng)域打造新型產(chǎn)業(yè)鏈的態(tài)勢(shì)。它們從技術(shù)、服務(wù)、產(chǎn)品、用戶體驗(yàn)等多個(gè)角度都對(duì)傳統(tǒng)金融行業(yè)特別是商業(yè)銀行的生存和發(fā)展帶來了極大地沖擊。宏觀上,我國整體發(fā)展環(huán)境平穩(wěn),國家能夠敏銳地順應(yīng)互聯(lián)網(wǎng)時(shí)代的到來,通過多種手段有力地助推互聯(lián)網(wǎng)金融的發(fā)展,打造了一個(gè)良好的空間;消費(fèi)者和其他市場(chǎng)主體的觀念和消費(fèi)習(xí)慣都在當(dāng)前的大環(huán)境下發(fā)生翻天覆地的變化,這導(dǎo)致各行各業(yè)都開啟新一輪更為殘酷的淘汰賽。同時(shí),就廣州地區(qū)而言,城鎮(zhèn)化腳步不斷加快,互聯(lián)網(wǎng)浪潮也隨之并駕齊驅(qū)向城區(qū)和農(nóng)村地區(qū)滲透,因而商業(yè)銀行所處的宏觀環(huán)境已經(jīng)面臨挑戰(zhàn),市場(chǎng)規(guī)則發(fā)生極大變化。就金融行業(yè)本身而言,在當(dāng)前環(huán)境下將面臨著較大的潛在競(jìng)爭(zhēng)者進(jìn)入市場(chǎng)的威脅,其作為賣方的議價(jià)能力整體上有下降的危險(xiǎn),而其客戶作為買方的議價(jià)能力則在慢慢上升,其面對(duì)現(xiàn)有競(jìng)爭(zhēng)者有一定的競(jìng)爭(zhēng)力,但未來仍充滿競(jìng)爭(zhēng),不可有絲毫懈怠,再加之銀行本身同質(zhì)化程度高,替代品威脅較大,因此商業(yè)銀行整體在行業(yè)中的環(huán)境不容樂觀。就個(gè)體銀行而言,個(gè)體農(nóng)商銀行在當(dāng)前背景下有著農(nóng)村這一傳統(tǒng)陣地、決策鏈條短以及網(wǎng)點(diǎn)數(shù)量多的優(yōu)勢(shì);同時(shí),產(chǎn)品同質(zhì)化、渠道建設(shè)成本大以及仍然有較多客戶對(duì)其存在認(rèn)識(shí)上的誤差依然是其劣勢(shì)。面對(duì)復(fù)雜的環(huán)境,個(gè)體農(nóng)商銀行在農(nóng)村市場(chǎng)和互聯(lián)網(wǎng)金融席卷之下的市場(chǎng)也有著一線機(jī)遇,同時(shí)也面臨著不小的挑戰(zhàn)和來自競(jìng)爭(zhēng)者的威脅。GZ農(nóng)商銀行是由當(dāng)?shù)剞r(nóng)村信用合作聯(lián)社改制而來,是立足廣州本土,扎根三農(nóng),輻射全國的一家農(nóng)村商業(yè)銀行。在互聯(lián)網(wǎng)金融的影響下,GZ農(nóng)商銀行應(yīng)當(dāng)如何調(diào)整并推進(jìn)其品牌戰(zhàn)略,從而讓自身得到更加快速健康的發(fā)展,于廣州這塊金融熱土上立于不敗之地?本文將該行作為研究對(duì)象,通過剖析互聯(lián)網(wǎng)金融浪潮給其帶來的影響,分析闡述其在當(dāng)前形勢(shì)下面臨的新變化與新特征,接著介紹GZ農(nóng)商銀行品牌戰(zhàn)略的現(xiàn)狀與不足,繼而結(jié)合背景分析應(yīng)當(dāng)在其品牌戰(zhàn)略上針對(duì)這些變化、特征與不足做出哪些調(diào)整和嘗試。本研究是基于目標(biāo)銀行在新環(huán)境下面臨的新問題展開的,提出的結(jié)論和建議在這一具體細(xì)分領(lǐng)域及對(duì)象上存在現(xiàn)實(shí)指導(dǎo)意義和針對(duì)性,同時(shí)也可以為近似類型的農(nóng)商銀行的品牌戰(zhàn)略發(fā)展提供一定的參考。
[Abstract]:At present, the competition between the financial industry, especially the commercial banks in our country is intensifying. At the same time, the product service is homogenized and the traditional margin gap between the banks is narrowed by the interest rate marketization, and more bank financial institutions have begun to seek a new way out. In this case, more banks are open. Beginning to realize the importance of the brand and to develop its own brand strategy to seek and expand the new blue sea. With the Internet thinking as a impact force to influence and change the traditional financial industry, China's traditional financial institutions such as banks, securities firms, funds, insurance and other traditional financial institutions have begun to plot a layout, and China has also entered the Internet finance. In the first year, such as Baidu, Sina, Tencent, Alibaba and other Chinese ecommerce tycoons began to show a new industry chain in the Internet. They have brought great impact on the survival and development of the traditional financial industry, especially commercial banks, including technology, service, product and user experience. The overall development environment of the country is stable. The state can acutely comply with the advent of the Internet era, and promote the development of Internet finance through a variety of means, and create a good space. The concepts and consumption habits of consumers and other market subjects have changed dramatically in the current environment, which leads to all walks of life. At the same time, in the Guangzhou region, the pace of urbanization is accelerating, and the Internet tide is moving together to the urban and rural areas. Therefore, the macro environment of commercial banks is facing challenges and the market rules have changed greatly. As for the current environment, the financial industry itself is concerned. Under the threat of a larger potential competitor entering the market, the bargaining power of the seller as a whole has a risk of falling, while its customers' bargaining power is slowly rising as the buyer. It is competitive in the face of existing competitors, but the future is still full of competition, and the bank itself is homogeneous. As a whole, the environment of the commercial banks in the industry is not optimistic. As for the individual bank, the individual agro commercial bank has the traditional position in the current background, the chain of decision-making is short and the number of nodes is large; at the same time, the product is homogenized, the cost of the channel construction is large and there are still more customers. In the face of complex environment, the individual agro commercial bank has a line of opportunity in the rural market and the market which is under the Internet finance. At the same time, it also faces challenges and threats from competitors. The.GZ agricultural and commercial bank is reformed by the rural credit cooperative association. Under the influence of Internet finance, how should GZ agricultural and commercial bank adjust and promote its brand strategy so that it can get more rapid and healthy development and stand in an undefeated place on this financial hot soil in Guangzhou under the influence of Internet finance. This article takes the bank as the research object and through the analysis of Guangzhou. The impact of the Internet Finance wave on it, analyses the new changes and new features in the current situation, and then introduces the current situation and shortcomings of the brand strategy of GZ agricultural commercial bank, and then analyzes the changes, characteristics and inadequacy in its brand strategy based on the background analysis. This study is based on the aim of the study. The new problems faced by the standard banks in the new environment, the conclusions and suggestions put forward in this specific subdivision and target of practical guiding significance and targeted, and can also provide some reference for the development of the brand strategy of the approximate type of agricultural commercial bank.

【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.35

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