本文選題：招商銀行 + 品牌管理��； 參考：《深圳大學(xué)》2017年碩士論文

【摘要】：在日漸激烈的市場(chǎng)化、國(guó)際化競(jìng)爭(zhēng)環(huán)境中,品牌已經(jīng)成為商業(yè)銀行拓展市場(chǎng)份額、鞏固市場(chǎng)地位過程中的公關(guān)名片,品牌管理已成為各家銀行關(guān)注的熱門話題。本文將以招商銀行為研究對(duì)象,在系統(tǒng)梳理品牌管理相關(guān)文獻(xiàn)資料的基礎(chǔ)上,對(duì)不同人群進(jìn)行訪談,深入分析招商銀行品牌管理的問題及成因。在此基礎(chǔ)上,提出系統(tǒng)的改進(jìn)方案及具體措施。招商銀行品牌管理問題主要有創(chuàng)新能力不足、品牌特點(diǎn)不突出,扁平化集權(quán)式的品牌管理組織模式落后。這些問題主要是由于招商銀行品牌建設(shè)與企業(yè)的戰(zhàn)略發(fā)展不一致,缺乏品牌核心價(jià)值的提煉和升華,產(chǎn)品技術(shù)含量低、易模仿,品牌建設(shè)的長(zhǎng)期性與短期經(jīng)濟(jì)利益的矛盾,品牌管理組織方式已不適應(yīng)品牌發(fā)展。在對(duì)以上提出的品牌管理問題及成因分析后,提出了以下改進(jìn)方案:品牌價(jià)值體系的整合與創(chuàng)新,組織機(jī)構(gòu)的革新,以經(jīng)營(yíng)客戶為導(dǎo)向的信息管理系統(tǒng)的改造,服務(wù)團(tuán)隊(duì)的梯度建設(shè)。為了將品牌管理改進(jìn)方案進(jìn)一步落實(shí),進(jìn)而細(xì)化提出了五步驟。第一,與企業(yè)戰(zhàn)略相結(jié)合,重塑品牌體系;第二,品牌管理機(jī)構(gòu)垂直化設(shè)置及其團(tuán)隊(duì)建設(shè);第三,動(dòng)態(tài)維護(hù)提升品牌價(jià)值,打造品牌文化;第四,升級(jí)內(nèi)部信息管理系統(tǒng),借力第三方網(wǎng)絡(luò)平臺(tái)推廣品牌;第五,建立品牌危機(jī)防范機(jī)制。文章的不足之處在于,課題的理論基礎(chǔ)還不夠系統(tǒng)和完善,研究深度方面還有不足。
[Abstract]:In the increasingly fierce market, international competition environment, brand has become the commercial banks to expand market share, consolidate the market position in the process of public relations business card, brand management has become a hot topic of concern to the banks. This paper will take China Merchants Bank as the research object, on the basis of systematically combing the related literature of brand management, to interview different people, and analyze the problems and causes of brand management of China Merchants Bank. On this basis, the system improvement scheme and specific measures are put forward. China Merchants Bank's brand management problems are mainly lack of innovative ability, brand characteristics are not prominent, flat centralized brand management organizational model behind. These problems are mainly due to the inconsistency between the brand construction of China Merchants Bank and the strategic development of the enterprise, the lack of refining and sublimation of the core value of the brand, the low technical content of the products, the easy imitation, the contradiction between the long-term nature of the brand construction and the short-term economic benefits. Brand management organization has not adapted to brand development. After analyzing the problems and causes of brand management mentioned above, this paper puts forward the following improvement schemes: the integration and innovation of brand value system, the innovation of organization, the transformation of information management system oriented by operating customers. Service team gradient construction. In order to further implement the brand management improvement program, and further refine the five steps. First, combining with enterprise strategy, reshaping brand system; second, vertical setting of brand management organization and its team building; third, dynamic maintenance and promotion of brand value, building brand culture; fourth, upgrading internal information management system, Third-party network platform to promote brand; fifthly, establish brand crisis prevention mechanism. The deficiency of this paper is that the theoretical basis of the subject is not systematic and perfect, and the research depth is still insufficient.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F832.33

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