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论文编号：	4392
作者编号：	2120102291
上传时间：	2012/6/7 22:13:46
中文题目：	基于顾客感知的银行品牌资产结构研究——以国内上市银行的调研为例
英文题目：	Research on Banks'''' Brand Equity Structure Based on Customer Perception---Taking Survey of Domestic Listed Banks for Example
指导老师：	吴晓云
中文关键字：	顾客感知;品牌资产结构;商业银行
英文关键字：	customer perception;brand equity structure;commercial bank
中文摘要：	目前，国内商业银行的竞争日益激烈，各商业银行之间的批发银行业务的竞争程度显得尤为突出。伴随着批发银行业务竞争激烈程度的增加，商业银行越来越意识到零售银行业务的作用和现实意义，它将成为我国商业银行的重要利润来源之一。在银行业竞争中，金融产品以及金融服务的差异性不够明显，顾客对银行的认知度较高，尤其表现出对实力信誉较强的国有银行认知度更高的特点。虽然认知度较高，但另一方面又表现出忠诚度较低。商业银行在品牌构建的过程中，表现出与顾客互动沟通与有形展示上存在不一致的现象，在顾客参与体验产品和服务质量的过程中却经常忽视了消费者与品牌产品或服务的互动和有效沟通，形成了顾客实际感知与期望的服务质量的差异从而转向其他品牌。 创建体现商业银行综合素质的整体品牌，不断增强品牌凸显性，提高顾客对银行服务质量的认同感，在积极的互动沟通中，不断实施顾客关系管理以达到良好的品牌忠诚度，从而才能树立商业银行独特的核心品牌优势。品牌资产是品牌建设的核心组成部分，本研究从顾客感知视角出发探讨了哪些是影响商业银行品牌资产的因素，试图从顾客感知视角上去探索商业银行品牌资产结构构成的具体模型和此模型所用的假设，本研究的尝试性分析维度是商业银行品牌凸显性、顾客与商业银行品牌之间互动性、顾客对商业银行服务质量的感知程度、顾客对商业银行品牌的忠诚程度，并在此基础上，设计问卷进行实际调研，对调查数据使用SPSS和AMOS等统计软件进行假设检验和模型拟合度检验，进而验证模型的实际应用含义。 在实证研究的基础上，本文对我国商业银行如何实现有效的品牌资产管理提出合理的建议，重视银行品牌整体的凸显性，使品牌更为消费者熟知和联想，在顾客消费时能自然联想到该银行品牌；加强产品和服务的差异化，增强金融服务的附加值，发掘顾客的特色需求；不断优化与顾客的沟通，在这种互动的过程中加强顾客与银行的维系，从而增强顾客对银行的品牌忠诚度。
英文摘要：	At present, the competition of domestic commercial banks are becoming increasingly fierce ,especially with the degree of competition in wholesale banking business. With it, profits of commercial bank are on the decrease, and the risk of management is increasing. Along with marketization of commercial bank in our country, commercial banks become more and more aware of the effect of retail banking , that it will become the important source of profits of the commercial banks . Because of advantages of retail banking business , retail banking have got more and more attention of the commercial banks. In the banking industry, there is not so many obvious differences of competition in financial products and services. Customers' cognitive aspects are so strong to the banks, especially to those with higher strength and good reputation. Although awareness is higher, but on the other hand, they have showed low loyalty. In the process of brand building, physical evidence of commercial banks have showed inconsistent interactive communication with customers , and they have overlooked effective interaction between the customer and brand when the customer participate in the process of experience, subsequently forming the differences of the actual customer perception and the expectations of the quality of service, then they turn to other brands. Commercial banks should create the overall brand to reflect their comprehensive quality, and continuously enhance remarkableness of it. In other hand,they must improve customers' identity of the service quality of them to attract more and more high quality customer. With the positive interaction and communication, they will continuously put out customer relationship management, in order to achieve good brand loyalty, and thus to establish commercial bank unique core competitive advantages. Brand equity is the core component of the brand construction, this study will try to find what factors influence brand equity of commercial bank from customer perception perspective. The study puts forward commercial bank assets structure model and the brand model assumptions from the customer perception, and the dimension of the model is divided into brand remarkableness of the bank, bank service quality perception degree of the bank, brand interaction and brand loyalty.On this basis, this study will design the research questionnaire, use statistical software such as SPSS and AMOS to carry out the hypothesis testing and fitting degree, and analyze the meaning of the model of our country's commercial bank to brand asset management.
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