鑫拓发展银CI策划书.doc

目 录 前 言 银行简介··················································01 董事长致辞················································02 CI导入背景················································03 CI导入目的················································04 鑫拓发展银行理念识别系统 鑫拓发展银行MI导航 (一) 理念识别系统总则······································07 (二) 鑫拓发展银行的定位····································07 (三) 鑫拓核心价值观········································07 (四) 鑫拓精神··············································08 (五) 鑫拓宗旨··············································08 (六) 鑫拓目标··············································09 （七) 鑫拓经营理念··········································10 (八) 鑫拓管理理念··········································11 (九) 鑫拓服务理念··········································12 (十) 鑫拓社会理念··········································12 （十一) 鑫拓企业口号········································13 鑫拓发展银行行为识别系统 外部识别系统 目标市场营销战略 市场细分···············································15 竞争者分析·············································17 宏观环境分析···········································20 目标市场选择···········································21 产品、服务及其组合策略 金融商品服务···········································21 金融服务···············································21 金融辅助服务···········································22 价格策略 市场渗透价格策略·······································22 注重“非价格”竞争·····································22 渠道策略·············································22 促销策略 促销总述················································23 鑫拓发展银行的具体促销措施······························24 内部识别系统 建立健全的组织管理机制 鑫拓发展银行的业务范围··································27 业务组织与管理··········································27 风险控制················································29 鑫拓发展银行组织架构图··································34 主要部门职能············································36 服务规范 创造快乐情绪············································39 基本服务准则············································40 柜台服务准则············································41 员工仪表 着装··········