| | | | | 实施品牌营销战略 促进商业银行发展 | | | 韦恒;王亚;韦韧 | | | 金融品牌是为金融产品而设计的名称、术语或符号,可以维护银行信誉,提升客户忠诚度,促进商业银行发展。但目前,我国商业银行在品牌营销方面还存在很多问题,如产品定位雷同、缺乏品牌创新、缺乏统一的品牌管理和品牌保护等,而公众对金融品牌的消费意识也非常弱,本文阐述了商业银行实施品牌营销的意义,分析了一系列问题,并提出了相关对策。
【作者单位】：东北农业大学经济管理学院 黑龙江哈尔滨150030(韦恒);重庆市綦江县金融工作办公室 四川重庆401400(王亚);北京邮电大学世纪学院 北京102613(韦韧)
【关键词】：品牌;营销;商业银行
【分类号】：F832.2
【DOI】：CNKI:SUN:HLJW.0.2008-05-017
【正文快照】：
同零售业一样,我国商业银行已开始以品牌营销为卖点,展开了新的竞争。优秀的商业银行通常会用感性和理性有机统一的营销活动打造出高品质的品牌,从而使客户对其品牌产生高度的认同感和强烈的购买欲望。近年来,国有商业银行相继推出了丰富多彩的金融品牌产品,在品牌营销上加强了 | | |
| | |  推荐 CAJ下载  PDF下载 | | | CAJViewer7.0阅读器支持所有CNKI文件格式，AdobeReader仅支持PDF格式 | | | | The Implementation of Brand Marketing Strategy to Promote the Development of Commercial Banks | | | Wei Heng;Wang Ya;Wei Ren | | | Financial brand is designed for the financial products the name,terminology or symbols,which can maintain credibility,improve customer loyalty,and promote the development of commercial banks.At present,however,there are still many problems in China's commercial banks brand marketing,such as product positioning identical,the lack of brand innovation,and the lack of uniformity of brand management and brand protection,etc.and the public's consuming awareness on financial brand is also very weak.This paper set forth the significance of commercial banks implement brand marketing,analyses a number of issues,and put forward countermeasures.
【Keyword】：brand;marketing;commercial banks |
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