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论文编号：	2687
作者编号：	2120082271
上传时间：	2010/11/22 15:48:41
中文题目：	渤海信托公司品牌战略研究
英文题目：	Researches on the brand strategy of Bohai Trust company
指导老师：	张永强
中文关键字：	信托业 信托公司 品牌战略 标杆管理
英文关键字：	trust industry, trust company, brand strategy, benchmarking
中文摘要：	我国金融业在改革开放以来，获得了较为长足的发展。银行、保险、证券、基金等金融机构发展都比较健康，而作为金融业分业态势下唯一的混业经营机构的信托公司发展却是步履维艰。我国信托业历经数次大规模的整顿和清理，一方面说明金融环境的不断变化和监管体制的不断完善；另一方面也折射出我国监管政策的多变给信托业的发展带来的极大困扰。这在很大程度上给信托公司的发展目标和战略规划的制定方面带来了不稳定因素，造成了长期以来信托公司急功近利、追逐热点的不良风气。 目前我国共有58家信托公司，分布在全国各地，发展状况参差不齐，当然也存在少数龙头公司发展态势良好，主动求新求变，塑造了各自独特的品牌形象，赢得了品牌认同，值得业界学习。本文通过渤海信托与业内两家龙头企业的比照分析，运用标杆管理思想，结合渤海信托公司经营实践和战略管理等理论，提出了一套较为可行的品牌战略实施方案。 本文首先对信托公司概念、我国信托业的发展状况、信托业监管政策变化等内容进行了较为详细的阐述，论述了对于信托公司品牌战略研究的意义和必要性；然后对战略管理理论、标杆管理理论和品牌战略理论进行回顾，并以这些理论作为论文的理论依据；最后本文阐述了渤海信托公司的发展状况及战略规划、中信信托的品牌发展战略及措施、华润信托的品牌发展战略及措施，运用品牌定位等理论，在本文核心章节提出了渤海信托品牌战略实施方案。本文研究目的在于渤海信托，乃至我国信托业的良性发展、在金融业中地位的巩固，对我国金融市场的作用发挥有较为重要的借鉴意义。
英文摘要：	Since initiating the reforming and opening-up policy, China's financial industry has achieved considerable development. Financial institutions, such as banks, insurances, securities, funds, have acquired fast and healthy growing. Trust company is the only mixed-operational financial institution in China, which comes across many hard situations. China’s trust industry has undergone several large-scale rectifications and cleanings. On the one hand, it can reflect that our financial supervision policy has make much progress and that the financial environment has experienced many continuous changes. On the other hand, there has been a lot of troubles for these trust companies because of the changeable financial supervision policy. These are unstable factors to trust companies’ strategic planning and goal making in a long time. As a result, trust companies become eager for quick success and instant benefits, and they are addicted to pursuing hotspots and become lack of foresight. At present, a total of 58 trust companies are distributed all over the country. Although their developments are uneven, there are some leading trust companies which are in good situation and take the initiative in innovation and reformation. They have build up their own brand and gain brand identifications. They can be the excellent models for other trust companies. Through the contrast analysis and using benchmarking theory and strategic management theory, this paper will bring forward proposals and measures of brand strategy for BOHAI Trust corporation, which is suitable for the company’s operating practices and strategic plans. At the beginning of this paper, the author illustrate the concept of trust, the development of China’s trust industry and the changes of financial supervision policy in detail. Thus it comes to the conclude that it’s necessary for studying of brand strategy of trust companies. Then this paper comes to the review of needed theories , such as strategy management, benchmarking management and brand strategy management theoties appropriately and systematically. And in the main body of this paper, through the contrast analysis among BOHAI Trust, CITIC Trust and SZITIC Trust, the author bring forward some specific measures of brand strategy for BOHAI Trust corporation. It is useful to the development of BOHAI trust and China’s trust industry. It will help trust industry consolidate status in the whole financial industry. Thus China’s trust companies will do a lot to the development of financial system and the whole nation’s economic. In the end, the author hope to arouse more and more study of brand strategy for trust industry and trust companies.
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