工商银行公司业务品牌建设研究

发布时间：2018-06-26 03:40

本文选题：品牌 + 品牌资产　；参考：《首都经济贸易大学》2008年硕士论文

【摘要】： 从最初罗赛尔.瑞福斯(Rosser Reeves)基于广告传播的品牌创建到戴维.阿克品牌组合战略规划与管理理论,西方理论界对品牌的研究与探索已延续近半个世纪。特别是近二十年来品牌资产是西方管理学领域中最热门话题之一,关于品牌创建、传播、价值的研究也逐渐成为了各方学者关注的焦点。而在中国,关于品牌创建与传播的学术研究起步较晚,目前还没有形成较为系统的理论体系,现有成果大多为“舶来品”。因此本研究期望以中国工商银行股份有限公司为例,运用理论与实践相结合办法探讨品牌建设的要素选择及营销策略。其研究结果对国内银行品牌创建与管理及该领域学术研究具有一定的参考价值。文章回顾了大卫.奥格威、戴维.阿克、唐.舒尔茨等提出的品牌、品牌资产、品牌创建营销策略及整合营销传播等理论及模型,并介绍了金融品牌的相关理论知识。对国内外顶级金融品牌的发展情况进行介绍,总结国际先进金融机构品牌建设的经验及启示,从而对比找到国内银行在品牌建设方面的差距。并以工商银行为例,简要介绍其品牌建设的现状以及现阶段进行品牌建设的必要性。并对工商银行品牌建设的原则及如何进行建设提出建议。工商银行必须从战略的高度认识品牌建设,进一步加强品牌识别的规划与管理并利用整合营销传播等多种营销策略的推动工商银行的品牌建设,有效提升工商银行品牌资产的价值。这是工商银行打造核心竞争力,成为最富有价值与影响力的世界一流的国际金融服务机构的重要保证。
[Abstract]:From the beginning Rosell. Rosser Reeves built a brand based on advertising to David. Ake brand combination strategic planning and management theory, the western theoretical circle of brand research and exploration has lasted for nearly half a century. Especially, brand equity is one of the hottest topics in the field of western management in the past two decades. The research on brand creation, communication and value has gradually become the focus of attention of scholars. However, in China, the academic research on brand creation and dissemination started late and has not yet formed a systematic theoretical system. Therefore, this study is expected to take ICBC as an example to explore the factors selection and marketing strategy of brand construction by combining theory with practice. The results have some reference value for domestic bank brand establishment and management and academic research in this field. The article reviews David. Ogilvy, David. Ark, Don. Schultz and others put forward the theories and models of brand, brand equity, brand creation and marketing strategy and integrated marketing communication, and introduced the relevant theoretical knowledge of financial brand. This paper introduces the development of top financial brands at home and abroad, summarizes the experience and enlightenment of brand construction of international advanced financial institutions, and finds out the gap between domestic banks in brand construction. Taking ICBC as an example, this paper briefly introduces the current situation of brand construction and the necessity of brand construction at present. It also puts forward some suggestions on the principles of ICBC brand construction and how to carry out the construction. ICBC must recognize brand construction from a strategic perspective, further strengthen the planning and management of brand identification, and promote ICBC's brand building by using various marketing strategies, such as integrated marketing communication, etc. Effectively enhance the value of ICBC brand equity. This is an important guarantee for ICBC to build its core competence and become the world's most valuable and influential international financial services institution.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F832.2

【共引文献】