自改革开放以来，农村信用社整改、城市信用社合并、邮政储蓄分立、股份制银 行改革等，我国的银行业蓬勃发展，竞争也日趋激烈。随着国家政策调整、农村金融 体制改革的推进及农村经济建设的不断发展，吸引了越来越多的大型商业银行、股份 制银行、城市商业银行、保险公司等金融机构进入农村市场。 徽商银行作为全国首家由城市商业银行、城市信用社联合重组成立的地方性股份 制商业银行，自成立以来经过十几年发展各类指标均在省内前列，HF 分行更是其 17 家分行中的佼佼者并于 2014 年率先开展普惠金融战略，向农村市场铺设网点。 基于上述背景，本论文在系统地阐述了品牌、商业银行品牌概念及品牌推广的定 位理论、传播理论、形象理论的基础上，综合运用文献分析、问卷调查等方法，以徽 商银行 HF 分行农村网点作为研究对象，对 HF 分行农村市场品牌推广环境、农村客户 群体特征进行分析，通过调查问卷方式对其在农村地区品牌推广现状进行分析，进而 找出徽商银行 HF 分行在农村地区品牌推广工作存在的问题：定位不准确、企业品牌 形象建设不到位、品牌传播效率低等，在此基础上提出优化意见。 本文研究结论对于徽商银行 HF 分行在当地农村市场的品牌推广工作进行改进、 对提升竞争力具有十分重要的现实意义，并为同行在农村市场的品牌推广提供参考， 具有一定的理论借鉴意义。 关键词：徽商银行 HF 分行；品牌推广；品牌形象；策略调整I ABSTRACT Since the reform and opening up, rural credit cooperatives be reformed, urban credit cooperatives mergered, postal and savings are separated, joint-stock bank reformed, etc. China's banking industry is booming and competition is becoming increasingly fierce.With the adjustment of national policy、the promotion of rural financial system reform and the continuous development of rural economic construction, more and more large commercial Banks, joint-stock Banks, urban commercial Banks, insurance companies and other financial institutions have been attracted to the rural market. Huishang bank is the first joint-stock commercial bank in China, which is jointly reorganized by urban commercial Banks and urban credit cooperatives，after more than ten years of development since its establishment, all kinds of indicators are in the forefront of the province，HF branch is the leader among its 17 branches and took the lead in carrying out inclusive finance strategy in 2014，laying out outlets in rural markets. Based on the background,this paper on the basis of systematically describes the the concept of brand and commercial bank brand and the brand promotion positioning theory, the communication theory, the image theory, the rural branch of HF branch of HuiShang Bank as the research object, summarized the brand promotion environment and the characteristics of rural customer groups in the rural market of HF branch,to analyze the current situation of brand promotion in rural areas by means of questionnaire, then find out the problems such as inaccurate positioning、enterprise brand phenomenon construction is not enoungh、low efficiency of brand communication, to put forward the optimization suggestions on this basis. The research conclusion of this paper is of great practical significance for the improvement of brand promotion of HF branch of HuiShang bank in the local rural market and the promotion of competitiveness,and provides the reference for the peer in the rural market brand promotion, has the certain theoretical reference significance. KEYWORDS: HF branch of HuiShang Bank; Brand promotion; Brand image; Strategy adjustment1 目 录 第一章 绪论...................................................................................................1 第一节 研究背景和意义...........................................................................................1 一、研究背景.......................................................................................................1 二、研究意义.......................................................................................................1 第二节 国内外研究现状...........................................................................................2 一、国外相关研究综述.......................................................................................2 二、国内相关研究综述.......................................................................................3 第三节 研究思路与研究方法...................................................................................3 一、研究思路.......................................................................................................3 二、研究方法.......................................................................................................4 第二章 相关概念及理论基础.........................................................................6 第一节 相关概念界定...............................................................................................6 一、品牌的相关涵义...........................................................................................6 二、品牌推广的涵义...........................................................................................7 三、徽商银行品牌概述.......................................................................................7 第二节 品牌推广的相关理论...................................................................................8 一、品牌定位理论...............................................................................................8 二、品牌传播理论.............................................................................................10 三、品牌形象理论.............................................................................................10 第三章 徽商银行 HF 分行农村市场品牌推广的环境分析 .....................13 第一节 徽商银行 HF 分行简介..............................................................................13 一、HF 分行简介...............................................................................................13 二、HF 分行关于农村市场情况概述...............................................................13 第二节 HF 分行农村市场品牌推广的环境分析...................................................15 一、农村市场行业环境分析.............................................................................15 二、农村市场金融环境分析.............................................................................16 三、农村市场客户群体特征分析.....................................................................17 第四章 徽商 HF 分行农村市场品牌推广现状与问题分析 .....................182 第一节 徽商银行 HF 分行农村市场品牌推广问卷调查......................................18 一、本调查问卷的设计原则.............................................................................18 二、调查问卷的构成、发放和收回.................................................................18 三、调查问卷结果描述性统计.........................................................................19 第二节 徽商银行 HF 分行在农村市场的企业品牌推广存在的问题..................24 一、 徽商银行 HF 分行在农村地区品牌知名度不高...................................24 二、徽商银行 HF 分行农村网点的品牌定位不准确......................................24 三、徽商银行 HF 分行农村网点的企业品牌形象建设不到位......................25 四、徽商银行 HF 分行在农村地区品牌传播效率低......................................25 第五章 徽商银行 HF 分行在农村地区的品牌推广策略优化 .................26 第一节 徽商银行在农村地区品牌推广思路.........................................................26 第二节 徽商银行 HF 分行在农村地区品牌推广优化策略..................................26 一、品牌定位方面的策略优化建议.................................................................27 二、品牌传播方面的策略优化建议.................................................................27 三、品牌形象塑造方面的策略优化建议.........................................................28 第三节 徽商银行在农村地区品牌推广优化策略实施的保障措施.......................30 一、组织上给予支持.........................................................................................30 二、构建品牌信息交流渠道.............................................................................30 三、建立快速的品牌危机公关保障.................................................................30 四、持续做好服务.............................................................................................30 第六章 研究结论与展望...............................................................................31 第一节 主要研究结论.............................................................................................31 第二节 论文的不足之处与展望.............................................................................31