实施品牌策略 应对银行卡业务发展挑战

The Implementation of Brand Strategy to Deal with Challenges in the Development of Bank Cards Business

在国内外同业竞争日益激烈的形势下,实施品牌策略是银行卡业务发展的必由之路。由于金融产品的无差异性和非专利性,作为现代电子货币的银行卡同其他银行产品一样,只有通过品牌才能创造和满足需求、占领市场,达到企业或品牌所要追求的目标,也只有通过实施品牌策略,才能形成品牌化、特色化的产品系列和具有自身特色的个性化、综合化的业务经营机制。

At home and abroad, with an increasingly competitive situation, the implementation of brand strategy is the only way for the development of bank cards business. Due to the non- difference and non-proprietary features of financial products, bank cards, as the modem electronic money, are the same with other banking products. It is only through the creation of the brand that the cards meet the needs of market and reach the goals pursued. Only through the implementation of brand strategy, can we form a brand and specialized product range and the operating mechanism with features, unique individuality and integration.