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论文编号：	1470
作者编号：	2220070795
上传时间：	2010/1/19 8:53:27
中文题目：	中国银行国际结算产品品牌建设研究
英文题目：	The research of Bank of China’s International Settlement Brand Building
指导老师：	韩德昌
中文关键字：	中国银行 国际结算 品牌建设
英文关键字：	Bank of China International Settlement Brand Building
中文摘要：	作为中国历史最悠久、国际化程度最高的本土银行，中国银行的国际结算及贸易融资业务长期保持市场领先，在业界享有很高的声誉。中国银行自1912年成立至今，已积累了近百年的国际结算专业经验，在业务规模、市场占有率、产品、专业技术、客户群体、人才等方面拥有明显的优势。2008年中国银行国际结算量近1.7万亿美元，不但国内市场份额超过30%，遥遥领先国内同业，在国际市场也居于领先水平。除传统国际结算服务外，中国银行还为企业提供了大量特色贸易融资业务。 自2007年下半年以来，受美国次级债危机影响，国际金融市场动荡加剧。金融危机导致的信贷收缩致使实体经济收缩，从而严重影响了全球银行业的正常运转。中国的银行业向外资开放，加之政府对银行的准入条件放宽，国内金融业面临着跨国金融机构本土竞争的挑战。对中国银行来说，虽然在国际结算领域仍保持着市场领先地位，但受当前不利的世界经济环境及越来越加剧的市场竞争影响，在国际结算领域的优势能保持多久，未来发展潜力如何，都有着不确定性。在银行业产品同质严重的市场上，品牌建设对于一个银行的未来发展来说就显得尤为重要。可以说，中国金融业已迎来品牌全球营销的时代，品牌竞争已经成为金融企业的新战场。对于中国银行来说，一个卓越品牌就意味着长期的成功营销和利润。品牌核心价值就是品牌的DNA，它体现了一个品牌的内涵、个性，也体现了同竞争品牌的优势。 本文采取调研与案例相结合的研究方法，结合现有国内外金融机构产品品牌成功理论与中国银行国际结算业务开展实际情况，对中国银行未来国际结算品牌建设提出极具针对性的发展建议。
英文摘要：	Bank of China has a long history and international reputation in the world, and the international settlement and trade finance are both its traditional superior business. Since 1912 when Bank of China is founded, it has built extraordinary expertise experiences in the field of international settlement and trade finance, such as business market share, product innovation, expertise technology, customer base and human resources. Since the latter of 2007, international financial market had experienced great fluctuation under the influence of American sub-prime crisis. The crisis first led to the contract of credit then the depression of world economy, and it also greatly undermined the normal development of global bank business. At the same time, the Chinese financial market has opened to the world, and face with the competitions from global financial institutions. As for Bank of China, an excellent and unique international settlement brand will bring about long term successful development and continue revenue and profit. Brand’s central value is the DNA of a brand, and it is the personality and key value of a brand, and it shows the most valuable competition superiority of a company. In this paper, we combine the site investigation and case study to analyze the importance of carry out brand strategy and the ways to build an international famous brand. Through the course of the analysis, we also study the successful experiences of the foreign famous financial companies and analyze in depth the current situation and drawback of Bank of China’s international settlement brand.
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