本文關(guān)鍵詞： ZZ銀行 品牌管理 改進(jìn)方案　出處：《貴州財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：品牌作為企業(yè)應(yīng)對(duì)不確定性,提升消費(fèi)者對(duì)產(chǎn)品及服務(wù)信任度的有效機(jī)制,對(duì)于企業(yè)傳遞核心價(jià)值觀,建立消費(fèi)者忠誠度都具有較大的作用,是現(xiàn)代社會(huì)尤其是經(jīng)濟(jì)全球化趨勢下,幫助企業(yè)獲取核心競爭力的關(guān)鍵。近年來,我國銀行經(jīng)營模式趨于同質(zhì)化,為了保持在同行業(yè)中處于領(lǐng)先水平,各個(gè)銀行圍繞產(chǎn)品創(chuàng)新和服務(wù)展開品牌營銷,銀行已經(jīng)邁入了“品牌時(shí)代”。想要在競爭激烈的銀行市場中保持持續(xù)的發(fā)展,銀行品牌管理顯得至關(guān)重要。本文基于招商銀行ZZ分行的視角,在對(duì)品牌管理文獻(xiàn)和理論研究的基礎(chǔ)上,首先,分析招商銀行ZZ分行的品牌管理現(xiàn)狀,并通過深度訪談的形式剖析了招商銀行ZZ分行品牌管理存在的問題。其次,借鑒花旗銀行和匯豐銀行先進(jìn)的品牌管理水平,結(jié)合招商銀行ZZ分行目前的品牌管理現(xiàn)狀和問題,依據(jù)品牌管理改進(jìn)的基本原則,本文從內(nèi)部視角和營銷視角提出了招商銀行ZZ分行的品牌管理改進(jìn)方案。最后從建立完善品牌體系、建立服務(wù)于品牌管理的組織機(jī)構(gòu)、優(yōu)化優(yōu)化品牌傳播方式以及設(shè)立品牌維護(hù)機(jī)制及品牌管理保障體系四個(gè)方面提出利了招商銀行ZZ分行品牌管理改進(jìn)方案的實(shí)施步驟,與此同時(shí),為了確保改進(jìn)措施的科學(xué)有效地實(shí)施,提出了深入貫徹“因您而變”品牌文化、增強(qiáng)品牌推廣與宣傳、加大產(chǎn)品和服務(wù)創(chuàng)新以及樹立品牌維護(hù)意識(shí)四方面的保障措施。本研究具有較大的應(yīng)用價(jià)值,其創(chuàng)新點(diǎn)主要體現(xiàn)在對(duì)招商銀行品牌管理現(xiàn)狀的診斷,并提出改進(jìn)招商銀行ZZ分行品牌管理的改進(jìn)方案,該研究對(duì)招商銀行ZZ分行的品牌管理具有一定的實(shí)用性,與此同時(shí),也可以為我國商業(yè)銀行的品牌管理提供借鑒和參考。
[Abstract]:As an effective mechanism for enterprises to deal with uncertainty and enhance consumer trust in products and services, brand plays an important role in the transmission of core values and the establishment of consumer loyalty. It is the key to help enterprises acquire core competitiveness in modern society, especially under the trend of economic globalization. In recent years, the banking management mode of our country tends to be homogenized, in order to maintain the leading level in the same industry. Each bank launches brand marketing around product innovation and service. Banks have entered a "brand age". They want to keep developing in a competitive banking market. Based on the perspective of ZZ branch of China Merchants Bank, this paper analyzes the current situation of brand management in ZZ branch of China Merchants Bank on the basis of the literature on brand management and theoretical research. And through the form of in-depth interviews to analyze the existing problems in brand management of China Merchants Bank ZZ Branch. Secondly, draw lessons from the advanced brand management level of Citibank and HSBC, combined with the current status and problems of brand management of China Merchants Bank ZZ Branch. According to the basic principles of brand management improvement, this paper puts forward the brand management improvement scheme of China Merchants Bank ZZ Branch from the internal and marketing perspectives. Optimizing and optimizing brand communication mode, establishing brand maintenance mechanism and brand management guarantee system four aspects put forward the implementation steps of brand management improvement scheme of ZZ branch of China Merchants Bank, at the same time, In order to ensure the scientific and effective implementation of the improvement measures, it is proposed to carry out the brand culture of "change by you" and enhance brand promotion and publicity. This research has great application value, and its innovation is mainly reflected in the diagnosis of the current situation of China Merchants Bank brand management. The research has some practicability for the brand management of ZZ branch of China Merchants Bank. At the same time, it can also provide reference and reference for the brand management of commercial banks in China.
【學(xué)位授予單位】：貴州財(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)】：F273.2;F832.33

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本文編號(hào)：1506165