互联网券商品牌形象度量研究——以涨乐财富通和国泰君安君弘为例

Research on Brand Image Measurement of Internet Brokerage——Take Zhang Le Cai Fu Tong and Guotai Junan Jun Hong as examples

互联网金融的高速发展给传统金融企业提供了新的流量入口,品牌形象管理的重要性也日益提升。本文通过文献整理法和专家访问法构建一套包括服务形象、响应形象、安全形象、信誉形象、设计形象和操作形象共6个维度、20个细分指标的互联网券商品牌形象评价体系,在此基础上以涨乐财富通和国泰君安君弘两大券商客户端为例进行实证研究,对其品牌形象各项指标作量化对比分析,进而从企业管理的角度提出包括提高服务形象、提高安全形象和提高信誉形象在内的三点提升互联网券商品牌形象的对策建议。

The rapid development of Internet finance has provided new financial entrances to traditional financial enterprises. The importance of brand image management is also increasing day by day. This paper constructs a set of Internet brokerage brand image evaluation system which includes 6 dimensions,including service image,image response,security image,reputation image,design image and operation image,and 20 indicators,by documents collation and experts access. On the basis of that,this paper makes an empirical study on the two major broker firms such as Zhang Le Cai Fu Tong and Guotai Junan Jun Hong,and makes a quantitative analysis of the indexes of their brand image,and then makes three suggestions to enhance the image of the Internet brokerage from the perspective of enterprise management,including improving the image of service,improving the security image and improve the credibility of the image.