[1]钱颖.商业银行品牌营销的特征与实施方案[J].金融教育研究,2012,(01):70-75.
　QIAN Ying.Branding Marketing Traits and Implementation Plans of Commercial Banks[J].,2012,(01):70-75.
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商业银行品牌营销的特征与实施方案()
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《金融教育研究》[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2012年01期
页码:
70-75
栏目:
出版日期:
2012-01-31

文章信息/Info

Title:
Branding Marketing Traits and Implementation Plans of Commercial Banks
作者:
钱颖;
江西师范大学财政金融学院,江西南昌,330022
Author(s):
QIAN Ying
关键词:
商业银行; 产品创新; 品牌营销; 品牌战略; 品牌定位
Keywords:
commercial banks;  product Innovation;  branding marketing;  branding strategy;  branding location
分类号:
F830.33
文献标志码:
A
摘要:
随着银行业务竞争的加剧,银行经营环境己由卖方市场转为买方市场。打造著名的银行品牌是整合金融商品的有效形式。建立银行品牌或品牌系列,使客户对金融商品形成一个框架性认识,把所有的商品创新纳入品牌,制定出合理的品牌营销战略实施步骤,形成更高的客户满意度和忠诚度。
Abstract:
Along with the serious competition of banking business, the working condition of bank has changed from seller＇s market to buyer＇s market. The building of distinguished banking brands is the effective form of integrating financial commodities. Building banking brands or brands series will make clients develop a frame work cognition of financial commodities and integrate products innovation into brands, then working out a procedure of branding marketing strategies and developing a higher customer satisfaction and loyalty.

参考文献/References:

[1]让·诺尔·卡菲勒.战略性品牌管理[M].北京:商务印书馆,2011.
[2]汤姆·邓肯等.品牌至尊[M].北京:华夏出版社,2009.
[3]汉斯·乌里希·德瑞克.全能银行[M].北京:中国金融出版社,2010.
[4]李光斗.品牌战[M].北京:清华大学出版,2006.
[5]陈 放.品牌学[M].北京:北京时事出版社,2002.
[6]王方华,彭 娟.金融营销[M].上海:上海交通大学出版社,2005.
[7]沈 蕾,邓丽梅.金融服务营销[M].上海:上海财经大学出版社,2003.

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更新日期/Last Update: 1900-01-01