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截至年底，全国城市商业银行数量达到 130 余家，北京银行、徽商银行等资产
质量较高、盈利能力较强的商业银行先后上市了。北京银行连续三年入选全球资产排名前
500 银行。继国有银行和股份制银行之后，城市商业银行队伍已经成为我国金融体系的重
要组成部分。同时，近两年随着网络金融化快速发展，如“宝”类产品、微信理财产品等
不断涌现，加速了“金融脱媒”的步伐；同时，社区银行的不断出现，银行面临的潜在竞
争压力也不断加大，再加上利率市场化的推进，这对商业银行都是严峻的挑战，更应该从
客观上要求我国商业银行提供特色的产品和个性化服务，并实行差异化的品牌营销策略，
以市场为目标、以顾客为中心、通过塑造自身独特的品牌竞争力这一手段向消费者树立个
性鲜明的形象，打造自己的强势银行品牌
本文以城市商业银行的品牌竞争力为研究核心，首先介绍了国内外的有关研究，并选
定了研究方法和创新点。文章从品牌理论、商业银行的定义及竞争力的概念界定三个方面
介绍了城市商业银行品牌与竞争力的基本理论，并从我国商业银行行业发展现状和城市商
业银行发展现状两个角度对城市商业银行品牌建设的现状进行了分析，接着对城市商业银
行品牌建设的特点行了探索。最后，本文结合中原银行的实例，结合笔者自身工作体会与
调查问卷的形式，运用 SWOT 分析法和数据分析等工具进行了商业银行品牌竞争力提升的
案例研究，得出了相应的对策建议。对于地方性城市商业银行的品牌建设和品牌竞争力的
提升具有现实意义
关键词：城市商业银行；品牌；品牌竞争力；中原银行ABSTRACT
III
STUDY ON THE PROMOTION OF BRAND
COMPETITIVENESS OF CITY COMMERCIALBANKS
ABSTRACT
With the further development of reform and opening up, China39;s economy has achieved rapid
development, financial sector by means of the wave of economic development, but also achieved
rapid development. In urban credit cooperatives developed on the basis of city commercial banks,
despite a late start, but its location and characteristics of the target, in line with the development
needs of the times, has become an important part of our financial markets.
As of the end of the month by the end of , the number of city commercial banks reached
more than 130, Beijing Bank, Huishang Bank, the high asset quality, profitability strong
commercial banks successively listed. The Beijing Bank has become one ofthe world39;s largest 500
banks. After the state-owned banks and joint-stock banks, citycommercial bank team has become
an important part ofthe financial system in china. Strong brand to the advance ofcoaloff financial
fromonwards, the network rapid development, such as treasure products, micro channel
financial products continue to emerge, accelerated the financial pace; at the same time,
community banks continue to emerge, the banks face potential competition pressure also will
continue to increase, coupled withthe interest ratemarketization, the commercial banks are severe
challenges, more should be from the objective requirements of our country commercial bank to
provide special products and personalized service, and the implementation of differentiated
marketing strategy to the market as the goal, to the customer as the center, through the brand in
this section to the consumer to establish distinctive image, to create their own bank brand.
In this paper, the city commercial bank39;s brand competitiveness as the core of the study, first
introduced the domestic and foreign research, and selected the research methods and innovation
points. Article from the concept of the definition and competitiveness of the brand theory,
commercial bank defined three aspects introduced the basic theoryof city commercial bank brand
and competitiveness, and analyses the situation of brand construction of city commercial banks
from two angles of our country commercial bank industry development present situation and our
country commercial bank development present situation, then explore the basic path of brand
construction of city commercial banks, and discusses the security system to enhance the brand华北水利水电大学硕士学位论文
IV
competitiveness ofcitycommercial banks. Finally, onthe basis ofthe example ofthe central bank,
through structured interviews and questionnaires, using SWOT analysis method and data analysis
tools of commercial bank brand to enhance the competitiveness of empirical research, it is
concluded that the corresponding countermeasures and suggestions. For the local city commercial
bank39;s brand building and brand competitiveness of the upgrade has practical significance.
KEYWORDS: City Commercial Bank, Brand；Brand competitiveness, Zhongyuan bank目录
V
目录
摘 要........... I
ABSTRACT ...... III
1.绪论 .......... 1
1.1 研究背景与意义 ...... 1
1.2 国内外研究动态 ...... 2
1.2.1 国外研究动态 ...... 2
1.2.2 国内研究动态 ...... 3
1.3 研究方法4
1.4 研究内容与创新点 .... 4
2.城市商业银行品牌与竞争力的基本理论研究5
2.1 城市商业银行内涵界定5
2.1.1 城市商业银行的定义 . 5
2.1.2 城市商业银行的作用5
2.2 品牌理论 . 6
2.2.1 品牌内涵 .......... 6
2.2.2 品牌作用 .......... 6
2.3 竞争力的概念界定 .... 7
2.3.1 竞争力内涵 ......... 7
2.3.2 竞争力的重要性 ..... 8
2.4 品牌与竞争力的关系理论 .......... 8
2.4.1 共生关系 .......... 8
2.4.2 互动关系 .......... 9
2.4.3 促进关系 ........... 9
2.5 品牌竞争力概念界定 .. 9
2.6 城市商业银行品牌竞争力提升的特殊性 .......... 10
3.城市商业银行品牌竞争力的现状分析 ..... 13
3.1 我国城市商业银行行业发展现状 .... 13
3.2 城市商业银行品牌发展中存在问题 .. 13
3.2.1 城市商业银行品牌建设还处于起步阶段 ........ 14
3.2.2 城市商业银行品牌建设的文化内涵缺失 ....... 14
3.2.3 城市商业银行品牌建设缺乏个性 . 15
3.2.4 轻视差异化品牌的开发和缺乏专业的品牌建设和管理团队 .... 15
3.3 当前城市商业银行品牌竞争力提升的主要方式 .... 15
3.3.1 重视品牌竞争力提升规划的设计 . 16
3.3.2 针对目标市场提升品牌竞争力 .... 17
3.3.3 做好品牌定位 ..... 17
3.3.4 有效开展品牌推广与传播活动 ... 19
4.城市商业银行品牌竞争力提升的案例研究 . 21
4.1 中原银行概况 ....... 21
4.2 案例研究设计 ....... 22
4.2.1 案例研究的目的 ... 22
4.2.2 案例研究的框架 .... 22
4.3 调查问卷的构成 ...... 22华北水利水电大学硕士学位论文
VI
4.3.1 问卷内容 .......... 22
4.3.2 样本选取 .......... 23
4.4 调查问卷结果分析--中原银行品牌竞争力建设现状 ........... 23
4.4.1 问卷调查结果整理 .. 23
4.4.2 数据分析结论 ...... 23
4.5 中原银行品牌竞争力 SWOT 分析 ..... 28
4.6 影响中原银行品牌竞争力提升的因素31
5.对策建议 ..... 33
5.1 把品牌竞争力提升作为银行发展的重大战略 ..... 33
5.2 把产品设计作为品牌竞争力建设的重要载体 ..... 33
5.3 品牌竞争力提升需要整合银行内部的文化环境 ... 33
5.4 统一品牌内涵，完善品牌构架 ...... 34
5.5 加强企业文化的建设，提升品牌竞争力的文化内涵35
5.6 把创新作为商业银行品牌竞争力建设的内在动力 . 35
附表：中原银行品牌竞争力提升调查问卷... 37
参考文献....... 39
致谢........... 411.绪论1.绪论
随着经济的高速跨越发展，商业银行渐渐的融入到人们的日常生活中，成为人们社
会生活的一部分。银行业作为国内的朝阳产业，获得迅猛发展的同时，行业内的竞争也
日益激烈，如何提高公司的品牌竞争力成为各商业银行公司在竞争中获胜的关键因素
目前国内的商业银行行业出现
。。。。。。以上简介无排版格式，详细内容请下载查看
