MBA学位论文
作者：郭大卫
中国建设银行品牌形象提升策略研究
中国建设银行品牌形象提升策略研究
中文摘要
近年来，移动互联网、金融科技、新金融方兴未艾，我国金融业特别是银
行业的发展尤为快速，银行业之间的竞争也持续加剧。同时，随着全球经济增
长的势头逐年减弱，中美超级大国之间的合作关系发生前所未有的改变，贸易
保护主义呈蔓延态势，新冠病毒在全球范围内肆虐仍未得到有效的遏制。面对
复杂的内外部环境交织，银行业开始加快转型的步伐，借以通过转型、提升品
牌形象来提升自身的核心竞争力，谋求在风云变幻的时代能够稳定发展。建设
银行作为国有大型商业银行，具有良好的品牌基础、卓越的业务实力与优秀的
创新能力，但是当前建设银行的品牌形象与其期望的目标具有一定的差距，借
由提升品牌形象、强化品牌影响力实现赶超同业是当前中国建设银行发展的一
条有效路径。
本研究紧紧围绕中国建设银行的品牌形象提升这一核心目标，研究分析建
设银行品牌建设现状，挖掘其品牌形象存在的问题及成因，在此基础上，提出
了针对性的品牌形象提升策略，同时从如下六个方面详细介绍了提升策略的实
施：如，丰富建设银行品牌形象独特内涵；加大建设银行内部优秀管理工作在
外部媒体的宣传；加强品牌在特定区域间的联合建设，探索区域联动宣传模式；
整合现有品牌资源，提升品牌形象宣传效果；加强移动互联网渠道的品牌形象
建设；加强私域流量建设，提升员工品牌宣传参与度等。同时，为了保障提升
策略能够得到有效落实，制定了三个方面的保障措施：如，强化广告设计，提
升受众的品牌认同感；强化舆情属地管理，探索舆情监控体系建设；在分支机
构成立独立的职责齐全的品牌管理机构等。最终实现品牌形象提升目标能够达
成，保障品牌传播不受阻滞，实现永续的品牌形象提升。
关键词：商业银行，品牌形象，品牌定位，中国建设银行
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MBA学位论文
作者：郭大卫
中国建设银行品牌形象提升策略研究
RESEARCH ON BRAND IMPROVEMENT STRATEGY
OF CHINA CONSTRUCTION BANK
Abstract
In the last few years, Mobile Internet, Fintech, and New Finance are in the
ascendant. Financial industry of our country, especially the banking industry, has
developed so fast beyond expectation, and competition between the banking industry
has continued to intensify. New unprecedented changes have taken place in
cooperative relations between Sino-U.S., and trade protectionism is a1ways spreading,
and the Epidemic spread of the COVID-19 on a global scale has not been effectively
contained. Facing the complicated global circumstance, the banking industry has
begun to accelerate the pace of transformation, in order to improve its core
competitiveness through transformation and improve its brand image, and seek stable
development in an era of turbulence. As a large state-owned commercial bank, China
Construction Bank (CCB in abbreviation) has a good brand foundation, excellent
business strength, and excellent innovation capabilities. However, the current brand
image of CCB is far from its target. And now，by improving its brand image and
strengthening its brand influence, CCB could strive to catch up with and finally
outpace the other Banks.
This research focuses on the core goal of CCB's brand image improving, studies
and analyzes the status quo of CCB's brand image building, and explores the problems
and causes of its brand image. On this basis, it proposes a targeted brand image
improvement strategy. The implementation of the improvement strategy is introduced
in detail from the following six aspects, including enriching the unique connotation of
the CCB brand image; increasing the promotion of the excellent internal management
of CCB in external media; strengthening the joint construction of the brand in specific
regions and exploring some joint propaganda model of the regional; integrate existing
brand resources to enhance the effect of brand image promotion; strengthen the brand
image construction of mobile Internet channels; strengthen the construction of private
domain traffic and increase employee brand building participation. At the same time,
in order to ensure that the improvement strategy can be effectively implemented, there
are three aspects of safeguard measures, such as strengthening advertising design to
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MBA学位论文
作者：郭大卫
中国建设银行品牌形象提升策略研究
enhance the audience's brand identity; strengthening public opinion territorial
management, exploring the construction of public opinion monitoring system;
establishing independent brand management agencies with full responsibilities in
branches, etc. In the end, the goal of brand image improvement can be achieved,
brand image spreading can't be blocked, and brand image improvement can be
sustainable.
Keywords: Commercial bank, brand image, brand positioning, China
Construction Bank
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