本科毕业论文-试论我国国有商业银行的品牌建设.docVIP

试论我国国有商业银行的品牌建设 学生：xxx Try talking about the brand construction of the state-run commercial bank of our country Student’s name: xxx  [内容摘要] 随着入世后国内银行业改革步伐的加快，中国银行业开始迈入全新的品牌竞争时代。银行品牌消费的市场份额、品牌的客户忠诚度和品牌的知名度已成为衡量银行综合竞争力的重要指标。因此，如何建立银行品牌资产，全力打造银行业知名品牌形象，提升国有商业银行品牌的竞争力，已是国内银行业目前亟须解决的重要问题。我国国有商业银行目前均存在着用人机制不合理、治理机构不完善、核心竞争力不明确等不足，这些与我国银行业品牌的发展有着密切的关系；我国国有商业银行只有充分的认识到这些不足，以及目前国有商业银行面临的国内外竞争形势，并且针对这些状况，尽快建立品牌管理部门、维护品牌核心价值、推行品牌质量管理、建立品牌危机处理机制，尽快确立和完善自己的金融品牌。 [关键词] 金融品牌 国有商业银行 品牌建设  [Abstract] A long with going into a life time behind local banking reform the step is quickly, the Chinese banking starts exceed into the new brand to the compete ages. Customers loyalty of the market quota, brand and the popularity of the brands that the bank brand has become to measure important index sign that the bank synthesizes the competition ability. Therefore, how to build up the bank brand properly, create the well-known brand image of banking with all strength, and promote the competition ability of the state-owned commercial bank brand, which is already important problem that the nasty beard of local banking solves currently. The state-owned commercial bank of all our country exists the useful person mechanism not reasonable, managing the organization not perfectly, and the core competencies are not explicit etc. In short, these close to the development of the brand of banking in our country. The state-owned commercial bank of our country only has well know these shortage, and the domestic and international competition situation that state-owned commercial bank faces currently, and aims at these conditions to establish a brand to manage the section, to support the brand core value, and to promote the quantity of brand management and establish the crisis processing mechanism and financial mechanism of the bank brand as soon as possible, in order to perfect itself. [Keywords] Financial brand State-run commercial bank Brand construction  目 录 TOC \o 1-2 \h \z \u