工商银行实施品牌战略提高核心竞争力研究

ICBC's Brand Strategy to Improve its Core Competence

品牌战略是企业通过品牌载体提高企业核心竞争力所采取的一系列手段和策略的总和,需要从品牌定位、品牌规划、品牌营销、品牌维护和品牌文化5个方面来具体实施。国际金融机构以明确的品牌定位统领战略的实施、自上而下合理确定品牌规划、开展各具特色的品牌营销、以"关系"为导向进行品牌维护、把品牌文化寓于科学高效的人力资源政策中。工商银行要强化品牌定位,凸显品牌核心价值;加强品牌规划建设,建立统一的品牌管理体系;开展全方位营销,灵活运用各种营销手段;及时维护品牌关系,加强品牌保护意识;以企业文化塑造品牌文化,以品牌文化实现品牌可持续。

Brand strategy is the sum of a series of approaches and tactics that an enterprise uses focusing on brand to enhance its core competence, which is fulfilled from five dimensions： brand positioning, brand planning, brand marketing, brand maintenance and brand culture. International financial institutions always utilize a definite brand positioning to lead the whole strategy, which incorporates a feasible top-down brand planning, a great variety of brand marketing activities, the relationship-oriented brand maintenance and a scientific human resource policy covering brand cultures. ICBC can push its brand strategy from the following aspects： （1） strengthening ICBC＇s brand positioning to show its core value; （2） furthering brand planning to build a unified brand management system; （3） fulfilling the overall marketing and flexibly employ various marketing methods; （4） taking prompt measures to maintain brand relationship and raise the awareness of brand protection; （5） cultivating ICBC＇s brand culture with its enterprise culture to achieve the brand＇s sustainable development.