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论文编号：	1396
作者编号：	2220070852
上传时间：	2010/1/19 10:58:09
中文题目：	中国银行股份有限公司的品牌管理研究
英文题目：	The Research of Brand Management on Bank of China
指导老师：	许晖
中文关键字：	中国银行 品牌管理 品牌战略 品牌价值提升
英文关键字：	Bank of China, brand management, brand strategy,
中文摘要：	近年来，我国银行业在经历了由计划经济向市场经济过渡后，呈现出蓬勃发展的局面。国有商业银行陆续完成改制，股份制银行和地方性商业银行如雨后春笋般成立开业，外资银行也相继在华开业抢占中国市场，我国传统银行面临的竞争环境发生了巨大变化。同时随着经济的发展，消费者的金融需求也不再局限于存款、贷款，而呈现出多元化、个性化的需求市场。国有银行如何在竞争中不断改善服务，赢得客户，成为必须要面对和解决的问题。特别对于商业银行而言，金融服务业作为第三产业，与其他实体经济的区别在于没有实体产品，服务的标准化和质量难以精确衡量，品牌建设则显得尤为重要。 纵观国有银行品牌管理现状，仍旧存在着品牌管理各自为政、缺乏全方位品牌意识、品牌价值维护和提升不够等诸多问题。本文正是在此背景下，结合作者本人的工作经验，选择中国银行作为研究对象，试对商业银行品牌管理进行探析。在系统梳理品牌相关理论和金融品牌理论的基础上，通过采用比较分析法、案例分析法和逻辑归纳法等方法，对我国国有商业银行品牌建设的历程、现状进行了归纳总结，进一步分析了国有商业银行面临的品牌竞争格局及当前品牌建设中存在的问题。 中国银行股份有限公司在传承历史优势的基础上，采取了一系列措施不断加强品牌建设，提升品牌价值，特别是2008年通过利用奥运主题营销，进一步提高了在公众心中的知名度和品牌形象。本文重点阐述了中国银行的品牌定位、构建历程和维护策略，在分析中国银行品牌管理存在问题的基础上，提出了品牌价值提升的策略建议。特别是重点对品牌内化进行了论述，即通过企业文化建设与品牌管理相结合以实现品牌文化的内部认同和价值传导，从而全面展示品牌形象，提升服务价值，赢得客户忠诚，进一步提升品牌价值，在结论部分创建了商业银行品牌价值维护提升的系统图，为商业银行提升品牌价值提供借鉴。
英文摘要：	Recently, banking industry in China, after the transition period from planned economy to market economy, is entering the stage of booming development. State-owned commercial banks are completing the reforms; joint-stock banks are emerging; foreign banks are seizing the market shares. Under such situation, the traditional banks in China are facing more fierce competition in the marketplace. With the development of economy, public consumers’ financial needs are not only limited in deposit and loans, instead diversified and personalized needs becomes the major trend of market. How the improve the service and win the customers become the most urgent problem SOBs are facing today. Especially for the commercial banks, financial service as tertiary industry is different from the traditional real economy. So without the exact measurement of standard and quality of the service, the brand management becomes more important. Considering the current situation of brand management, a lot of problems exist. such as lack of coordination, lack of thoroughly brand thinking, lack of maintenance and improvement of brand value, etc. In this article, based on his working experience, the author chose Bank of China as the research target and analysis the brand management of commercial banks. Based on the theories on brand management as well as financial brand foundation, by using the methods of comparative analysis, case analysis and logic reduction analysis, the author conclude the history and development of setting up of China’s commercial banks’ brand, and further analyze the current brand competition faced by SOBs and problems existing in the brand construction. Bank of China adopted a series of methods to improve the brand management and brand value. Especially through the marketing strategy on Olympic in 2008, BOC promoted the reputation and brand image in public. The article emphasized on BOC’s brand positioning, construction history and maintenance strategy. Through the analysis of problems on BOC brand building, the author proposed the advice on strategy for improving the brand value. Especially, by combining the company culture construction with the brand construction, BOC can realize the internal recognition of brand culture, in order to promote the brand image, to improve the service, to win the customer loyalty, and to improve the brand value. In the conclusion part, the author set up the system map for commercial bank’s brand maintenance and improvement for the reference to the industry.
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