实施品牌营销战略 促进商业银行发展

The Implementation of Brand Marketing Strategy to Promote the Development of Commercial Banks

金融品牌是为金融产品而设计的名称、术语或符号,可以维护银行信誉,提升客户忠诚度,促进商业银行发展。但目前,我国商业银行在品牌营销方面还存在很多问题,如产品定位雷同、缺乏品牌创新、缺乏统一的品牌管理和品牌保护等,而公众对金融品牌的消费意识也非常弱,本文阐述了商业银行实施品牌营销的意义,分析了一系列问题,并提出了相关对策。

Financial brand is designed for the financial products the name, terminology or symbols, which can maintain credibility, improve customer loyalty, and promote the development of comnercial banks. At present, however, there are still many problems in China＇ s commercial banks brand marketing, such as product positioning identical, the lack of brand innovation, and the lack of uniformity of brand management and brand protection, etc. and the public＇ s consuming awareness on financial brand is also very weak. This paper set forth the significance of commercial banks implement brand marketing, analyses a number of issues, and put forward countermeasures.