商业银行品牌营销研究

上海交通大学硕士学位论文商业银行品牌营销研究姓名：张皓月申请学位级别：硕士专业：企业管理指导教师：王方华2003.1.1IWTOIICISIIISTUDYONCOMMERCIALBANK’SBRANDMARKETINGABSTRACTWiththedevelopmentofChina’sfinancialreform,themodernoperationsystemofcommercialbankisbeingsetup.Atpresent,China’sbankingindustryisexperiencingintensecompetitionwiththediversificationofmarketbodiesandthevarietyoffinancialtools.Inaddition,afterChina’sentryintoWTOmoreandmoreforeignfinancialinstitutionscomeintoChina,whichmusthaveagreatimpactonChinesebanks.What’smoreimportant,consumptionstyleintheageofKnowledgeEconomybecomesmorediversifiedandcustomized.Consumerstendtobuythingsnotforthedirectneedsoflowlevel,butfortheemotionalfactors.Inordertomeetthechallengeinthemarket,Chinesecommercialbanksshouldsetupownbrands;intensifybrandmarketingeffortstobuildupfavorablebankimage.Currently,therearenospecificsystematictheoriesonbrandmarketingofcommercialbanks.However,thetheoriesonserviceIVmarketing,brandmanagement,relationshipmarketinghaveagreatinfluenceonbrandmarketing.Basedontheseresearches,thisthesiscombinedwiththecharacteristicsofcommercialbankmakesadeepandsystematicresearchonbrandmarketingofcommercialbank.Inthefirstchapter,basicconceptsofbrand,bankbrand,brandmarketingaredefinedindetails.Thenecessitiesandfunctionsofcommercialbank’sbrandmarketingareanalyzed.Inthesecondchapter,thestrategicplanofcommercialbank’sbrandmarketingisanalyzed.Brandmarketingisnotthetaskofmarketingdepartmentinthecommercialbank.Strategicmindofbrandmustbeestablished.Thebrandmarketingmustbecombinedintotheconstructionofcommercialbank’soperationmission,corporatecultureandCIS.Meanwhile,thedevelopmentofbrandhasmanystrategies,suchasonebrand,brandextension,familybrand,multi-brandandbrandmix.Thisthesismakesadetailedcomparisonofthesedifferentbrandstrategiesandmakessuggestiononcommercialbank’sbrandstrategy.Inthethirdchapter,theimplementationsystemofcommercialbank’sbrandmarketingisdeeplydiscussed.Thebrand,fromnulltoexistence,fromunknowntoloyalty,isasystematicprocessofbrandmarketing.Theobjectiveandcorrectmarketsegmentationhelpsbanktofindbrand’stargetmarket.Asuitableandcreativebrandnameandlogomeansthefirsttransformationofthebrandfromnulltoexistence.VThroughadvertisement,publicrelations,operationpromotionandotheractivities,thetransformationfromunknowntowell-knownofthebrandisrealized.Thepromotionofbrandisnotonlyanintroductionprocessofaproduct,butalsoacreationprocessofbrandimageandbrandassociation.Brandmaintenanceattachesgreatimportanceonimplementingactiveinnermarketingtoimproveservicequalitytogaincustomers’brandsatisfaction,andfinallyestablishcustomers’brandloyalty.Thisprocessisatransformationofbrandfromwell-knowntoloyalty.Andbrandinnovationhelpscommercialbank’sbrandtomaintainitsvitality.Inthefourthchapter,acaseofbrandmarketingofTaiXinbank’srosecardisstudiedindetails.ThestatusquoofChinesecommercialbanks’brandmarketingisanalyzed,andsuggestionsonimprovementarebroughtforward.KEYWORDS:Brand,Bankbrand,Brandmarketing,Commercialbank121WTO2Domizlaff195019912070198319841996311Chart1Thestructureofthethesis4brand“brandr”DICTIONARYOFMARKETINGTERMS1955AMA1960J.P.Jones1998P.Kotler19941Attributes52Benefits3Values4Culture5Personality6User1-11-1Chart1-1Brandcomposition1–––––62342080571271271283451Lux83451Lux923923923101-2Chart1-2Systemofbrandmarketing21121101-2Chart1-2Systemofbrandmarketing21121112WTO31211121113219958199742141231-3151-3Chart1-3Relationbetweenbrandmarketingandbank’sprofit19909/10525126253()164561-4Chart1-4Thetimevalueproducedbycreditcard’scustomers511717181987CIS181987CIS181987CIS19CISCitiBankCISCorporateIdentitySystem()()CIS2-12-1CISChart2-1Commercialbank’sCISCISMIBI202-1CISCIS1202-1CISCIS1202-1CISCIS1212Vanguard40003//Cannon”4221221232301998HOUSEHOMEFAMILY20001314019993711.1131242199921.88246.51999702532-22-2199720006100001700262-3——0.17—HKD12,000—HKD10,000—HKD300,000()—0.3655—6-36—HKD8,000—HKD30,000()—HKD5,0004++2755300100051+12VisaMasterVISA2-3282-4————————————————————29segmentingtargetingpositioningSTP3-1303-15000050000200000200000151521212828351234567100010002000200050003-2HKD2HKD50HKD2HKD20HKD1HKD15303-15000050000200000200000151521212828351234567100010002000200050003-2HKD2HKD50HKD2HKD20HKD1HKD1531ØØ3-33-3Ø32Ø19988000123“”——4WTOØ33123“M”“M”“Money”452134—————3-13-1Chart3-1PromotionmixofCommercialBank35————3-4“”3636363719981219993200010008040001234“”385“”“”6“”3-2393-2Chart3-2Maintenancesystemofbrand3-3393-2Chart3-2Maintenancesystemofbrand3-3403-3Chart3-3Customers’apperceptionprocessonbrandquality—————————41—ATM——12343-4423-4/15———/1————FinancialPlanner—/—ATM——5423-4/15———/1————FinancialPlanner—/—ATM——543ATMPOS—123—124434—123—1234—12345—45—12“”46“”325046“”32504719951987citibank4818122000189164919957109050119957-8400521996339ELLE2ELLE513199510000199615000ALWAYS8201500019972146000CD19988282000199681997116.6SPA1998952199616Colour18Colour18Colour18919961019973NARACardNARACardNARACard919968115319964-519968-919977-81998550,000802080541255CISVI()BIMI319984556620002000912380284001502505711232CIS583500064——————55960[1]2002[2]2000.9[3]1998.6[4]2002[5]H2001[6]