摘要
品牌战略是银行业发展到高端的异质竞争后之逻辑产物 ,是企业核心竞争力物化和商品化的表现。目前 ,我国商业银行在理念、文化、定位、管理以及品牌维护上离真正的品牌战略标准还存在较大差距。因此 ,未来商业银行应在品牌文化和战略性组织结构的支撑下 ,通过差异化的定位和精心的品牌维护 ,实现品牌战略的精髓———品牌忠诚 。
Brand strategy is the logic result of differential competition in banking industry. It represents the materialization and commercialization of a company's core competitiveness. Our research shows that there are many shortages in the brand strategies of China's commercial banks in operational philosophy, corporation culture, positioning, management and brand maintenance. The soul of brand building is to foster brand loyalty. For the whole banking industry of China, building-up of a competitive bank brand depends on the supports from strong brand culture and bank's strategic organization structure, on the effectively differential positioning and aborative brand maintenance.
出处
《财经理论与实践》
CSSCI
北大核心
2004年第6期29-32,共4页
The Theory and Practice of Finance and Economics
关键词
银行品牌
品牌战略
差异化定位
Bank brand
Brand strategy
Differential Positioning
