本文關(guān)鍵詞： 中國商業(yè)銀行 品牌營銷管理 品牌營銷　出處：《大連海事大學》2012年碩士論文　論文類型：學位論文

【摘要】：在市場化、國際化的競爭環(huán)境中,品牌已經(jīng)成為商業(yè)銀行在拓展市場份額、鞏固市場地位過程中的公關(guān)名片,其競爭優(yōu)勢越來越突出,品牌的營銷功能也越來越顯著。 國外商業(yè)銀行在品牌營銷管理方面的做法已經(jīng)比較成熟,在國際化背景下,中國商業(yè)銀行在實施品牌營銷管理的過程中,起點比較高,但是沒有形成系統(tǒng)性,拘泥于照搬國外商業(yè)銀行成功的經(jīng)驗,因此實施效果不明顯；而且沒有形成自己獨特的品牌營銷策略,導致商業(yè)銀行間陷入惡性競爭的局面。 本文通過對國外商業(yè)銀行品牌營銷管理的總結(jié),概括了國外商業(yè)銀行品牌營銷管理的特點以及供中國商業(yè)銀行品牌營銷管理學習的幾個經(jīng)驗：明確的品牌定位、自上而下的品牌規(guī)劃、各具特色的品牌營銷、“關(guān)系”導向的品牌維護；分析了中國商業(yè)銀行品牌營銷管理的現(xiàn)狀以及存在的問題,指出主要存在品牌社會知名度、品牌自身美譽度和品牌消費者忠誠度這三方面的問題,并分別就這三方面問題進行了具體分析；在此基礎(chǔ)上,提出提升中國商業(yè)銀行品牌營銷管理的對策,分別是從社會層面提升品牌知名度、從商業(yè)銀行層面提升品牌美譽度、從消費者層面提升品牌忠誠度；最后通過實際案例驗證前面的理論研究。 文章的不足之處在于,課題的理論基礎(chǔ)還不夠系統(tǒng)和完整,研究深度方面還有不足。
[Abstract]:In the competitive environment of marketization and internationalization, brand has become the public relations business card of commercial banks in the process of expanding market share and consolidating market position. Its competitive advantage is more and more prominent, and the marketing function of brand is becoming more and more obvious. The practices of foreign commercial banks in brand marketing management have been relatively mature. In the context of internationalization, Chinese commercial banks have a relatively high starting point in the process of implementing brand marketing management, but they have not formed a systematic system. Restricted to copy the successful experience of foreign commercial banks, the implementation effect is not obvious, and has not formed their own unique brand marketing strategy, leading to a vicious competition among commercial banks. Based on the summary of brand marketing management of foreign commercial banks, this paper summarizes the characteristics of brand marketing management of foreign commercial banks and several experiences for the study of brand marketing management of Chinese commercial banks: clear brand positioning, Top-down brand planning, brand marketing with its own characteristics, relationship oriented brand maintenance, analysis of the current situation and existing problems of brand marketing management in Chinese commercial banks, The problems of brand reputation and brand consumer loyalty are analyzed in detail, and on this basis, the countermeasures to promote brand marketing management of Chinese commercial banks are put forward. From the social level to promote brand awareness, from the commercial bank level to enhance brand reputation, from the consumer level to enhance brand loyalty; finally through practical cases to verify the previous theoretical research. The deficiency of this paper is that the theoretical basis of the subject is not systematic and complete, and the depth of the research is still insufficient.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.33;F274

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