【摘要】：現(xiàn)今,我國國內(nèi)的商業(yè)銀行正處于新時(shí)期,需要應(yīng)對(duì)各種變化的環(huán)境,銀行間同質(zhì)化引起的激烈競爭,新技術(shù)發(fā)展帶來的銀行傳統(tǒng)業(yè)務(wù)的轉(zhuǎn)型,消費(fèi)者心理變化和品牌消費(fèi)趨勢的增強(qiáng)等客觀變化將促使銀行重新思考未來的發(fā)展道路。 我國的金融市場在經(jīng)歷了諸如價(jià)格戰(zhàn)、概念戰(zhàn)、廣告戰(zhàn)等營銷手段之后,必然最終將建立和維護(hù)良好的企業(yè)品牌作為核心競爭手段。由于銀行產(chǎn)品的虛擬性,各銀行之間的產(chǎn)品模仿嚴(yán)重,大同小異,產(chǎn)品同質(zhì)化成為不爭的事實(shí),導(dǎo)致現(xiàn)如今銀行業(yè)競爭更加激烈。相對(duì)于易被復(fù)制的產(chǎn)品,銀行的品牌具有獨(dú)特性,這就要求商業(yè)銀行從企業(yè)的品牌和形象方面去研究,在品牌建設(shè)上下功夫,整合企業(yè)的發(fā)展與營銷手段,并形成獨(dú)特的優(yōu)勢。 如何開展和維護(hù)品牌建設(shè)將是我國商業(yè)銀行亟待解決的問題。銀行品牌的建設(shè)相對(duì)傳統(tǒng)品牌的建設(shè)有其相同點(diǎn),但也具有一些不同的特點(diǎn)。本文將在總結(jié)前人研究的基礎(chǔ)上,結(jié)合我國銀行業(yè)的實(shí)際,提出一些看法。我國銀行業(yè)在自身改革和對(duì)外開放中,開始逐漸步入品牌競爭的時(shí)代。在各家商業(yè)銀行產(chǎn)品類似或相同,服務(wù)質(zhì)量均大幅提升的情況下,全力打造銀行業(yè)知名品牌,提升國內(nèi)銀行品牌的競爭力,最終得到公眾的支持和認(rèn)可,將是我國商業(yè)銀行將要解決的重要問題。銀行的品牌建設(shè)有著獨(dú)特的內(nèi)涵,需要結(jié)合服務(wù)、文化、知識(shí)和信譽(yù)等方面進(jìn)行綜合考察。銀行在管理品牌上也要注意關(guān)注銀行自身的特殊屬性。 工商銀行與招商銀行分別是太原地區(qū)國有銀行與股份制商業(yè)銀行的代表,各自的銀行形象與企業(yè)品牌建設(shè)有著很大不同,但都面對(duì)著不斷變化的客戶需求和日益激烈的銀行業(yè)市場競爭發(fā)展趨勢,盡快做到合理安排企業(yè)品牌開展廣告?zhèn)鞑ｎ}研究,設(shè)計(jì)系統(tǒng)科學(xué)的廣告?zhèn)鞑シ桨妇哂鞋F(xiàn)實(shí)意義。 本論文從品牌建設(shè)的角度切入,分析商業(yè)銀行在品牌建設(shè)上存在的問題,進(jìn)而為太原地區(qū)的國有銀行和股份制商業(yè)銀行的品牌建設(shè)提出建議。相信本論文對(duì)太原地區(qū)商業(yè)銀行應(yīng)對(duì)市場競爭,提高傳播工作科學(xué)性有一定的借鑒意義。
[Abstract]:At present, the domestic commercial banks in our country are in a new era. They need to deal with the changing environment, the fierce competition caused by the homogenization of banks, the transformation of the traditional banking business brought by the development of new technology. The objective changes of consumer psychology and brand consumption trend will urge banks to rethink the way of development in the future. The financial market of our country has experienced such marketing means as price war, concept war, advertising war and so on, and it is inevitable to establish and maintain a good enterprise brand as the core competitive means in the end. Because of the fictitious nature of bank products, the products between banks are imitated seriously, and the product homogeneity becomes an indisputable fact, which leads to more fierce competition in the banking industry nowadays. Compared with the easily duplicated products, the brand of the bank is unique, which requires the commercial bank to study the brand and image of the enterprise, work hard on the brand construction, integrate the development and marketing means of the enterprise, and form a unique advantage. How to develop and maintain the brand construction will be the urgent problem of our commercial banks. Compared with the traditional brand construction, the bank brand construction has its similarities, but also has some different characteristics. On the basis of summing up the previous studies, this paper puts forward some opinions on the basis of the reality of China's banking industry. China's banking industry has gradually stepped into the era of brand competition in its own reform and opening to the outside world. When the products of commercial banks are similar or identical, and the quality of service is greatly improved, we will make every effort to create well-known banking brands, enhance the competitiveness of domestic bank brands, and finally get public support and recognition. Will be our country commercial bank will solve the important problem. The brand construction of the bank has its unique connotation, which needs comprehensive investigation in the aspects of service, culture, knowledge and reputation. Banks should also pay attention to the special attributes of banks in the management of brand. ICBC and China Merchants Bank are representatives of state-owned banks and joint-stock commercial banks in Taiyuan, respectively. However, in the face of constantly changing customer demand and increasingly fierce market competition in banking industry, it is of practical significance to arrange the enterprise brand to carry out ad communication research and design a systematic and scientific advertising communication scheme as soon as possible. From the perspective of brand construction, this paper analyzes the problems existing in the brand construction of commercial banks, and then puts forward some suggestions for the brand construction of state-owned banks and joint-stock commercial banks in Taiyuan. It is believed that this paper can be used for reference by commercial banks in Taiyuan to cope with market competition and improve the scientific nature of communication.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33;G206

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本文編號(hào)：2410265