工商银行品牌竞争策略研究

A Study on ICBC's Brand Competition Strategy

品牌是企业对外核心竞争力的汇聚,是一种沉淀下来的话语权。工商银行历来重视企业文化建设和企业形象的宣传推广,尤其是股改上市以后,对品牌文化的研究日趋重视,品牌建设的步伐也在明显加快,并在经营中发挥着积极的正面导向作用,品牌已经成为企业核心竞争力的重要组成部分。品牌建设是企业同员工、企业同消费者进行心灵对话的过程。在企业品牌建设中,首先要给品牌以鲜明的定位,并让这种品牌在消费者心目中占有优势地位。要探索品牌竞争力提升的策略和途径,不仅要从企业内部去铸造、打造品牌,还要从企业外部去维护、推广品牌。

Brand is the external symbol of an enterprise＇s core competence and an accumulated right to speak. ICBC always emphasizes the construction of enterprise culture and the promotion of enterprise image. Especially since going public, ICBC has been paying more and more attention to the study of enterprise culture. The brand establishment is obviously accelerating and playing a positive instruction in the operation. The brand has become an important part of an enterprise＇s core compe- tence. Brand constrnetion is the process that an enterprise communicates with its employees and customers. In the course of establishing an brand, first, the enterprise must position the brand definitively and attract customers to accept it and appreciate it. To probe the strategies and approaches to enhance a brand＇s competence, we must forge the brand from the inside of enterprise, as well as maintain and promote the brand from the outside of enterprise.