【作者】 胡浩；

【导师】 王春泉；

【作者基本信息】 西北大学 ， 传播学， 2008， 硕士

【摘要】 面对何以通过努力让顾客回到银行的现实问题,中国商业银行近年来积极地向零售银行转型。伴随着这个变革过程的是越来越激烈的竞争,如何在竞争中脱颖而出,如何才能在竞争中成为胜者成为普遍的历史拷问?中国商业银行选择品牌建设作为应对之策,在科学研判现代市场形势的基础上,积极动员现代品牌知识体系,从品牌理念到外在的品牌符号,系统构想,全面推行,努力营造中国金融市场先锋者地位。值得注意的是,包括招商银行在内的中国银行业的建设与应有状态悬殊颇远,在品牌理解上还缺少深度,品牌主张缺少应有品质,品牌形象不够突出,品牌运作制度不够完善,还需更加努力。打造强势品牌成为责任与命运。招商银行秉持文化自觉,环顾四野,研究形势,分析问题,设计图景,希望能够透过努力建设新的中国银行形象。最终,招商银行构建了一套相对完整的品牌系统,建立了以数据库为基础的品牌营销系统,科学地改革品牌理念、客户流程和相应的服务体系。在招商银行相对明晰的品牌理念、品牌制度、外在品牌符号、品牌行动中,充满着新的银行想象,在那里,银行更像是一个实现消费者上帝梦想的舞台,但是,基于现代社会文化的需求,这种实现建立在银行员工身份朝向金融服务专家转向的基础上。换言之,这种整合联系了社会的诸多方面,但却是在现代品质与社会基础上建立联系的,这有利于整体社会文明的进步与提升。或者可以说,由于招商银行的这种转向,中国社会市场有了深入转型的契机和自觉实践者,其中渗透的沟通品质将深度地影响中国社会的未来发展。更多还原

【Abstract】 In the past few years, China’s commercial banks have actively turned to the retail banks. Along with this process of change is the increasingly fierce competition. How to come to the first in the competition, China’s commercial banks should choose brand-building as the strategy.Compared with the international mature banks, including China Merchants Bank, China’s banking sector generally still has a long way to go in brand building. There are a lot of problems within China’s commercial banks. Such as, the lack of deep understanding on the brand, not enough clear brand opinion, not enough outstanding brand image and brand operating system is inadequate. Building a strong brand has become the prerequisite condition for China’s domestic banking sector sustainable development.China Merchants Bank brand is relatively more mature in local commercial banks’ operating. At present, China Merchants Bank established a relatively complete brand system and brand marketing system, which is based on a database. It reforms the concept of brand, customer flow and the corresponding service system. In the relatively clear idea of the brand, brand system, external brand symbols, brand operations, China Merchants Bank is full of new banking concept. The bank is more like a stage for the consumer to achieve the dream. However, all these are based on the deep understanding of the brand operation and the positive building of China Merchants Bank. In other words, this integration associated with all aspects of social life, but it comes from the process of civilization in modern society. Or it can be said that it benefit from this reform of the local commercial banks ,which are represented by China Merchants Bank. Chinese market has the deep restructuring opportunity and consciously practice. And this interactive process will significantly affect the future development of Chinese society.更多还原