金融品牌、差异化营销与银行核心竞争力——对深圳银行业品牌竞争的实证分析及其策略思考

Financial Brands, Differential Marketing and Core Competitiveness of Banks--An Empirical Analysis of Brand Competition within Banking Industry of Shenzhen and Some Strategic Thoughts

导入品牌战略管理、创新品牌营销手段、树立品牌核心价值和创建品牌企业文化,是国内银行业在入世后进行市场竞争的重要特征。作者回顾了深圳银行业品牌竞争从法人品牌竞争到产品品牌竞争再到客户品牌竞争阶段的发展进程;同时,分析了深圳银行业中国有商业银行、中小股份制商业银行和外资银行三大竞争群体所实施的差异化竞争策略;进而从操作层面提出了将品牌策略纳入银行整体战略、建立专业的品牌管理部门、明确并全力维护品牌的核心价值、推行产品全面质量管理、建立协调的品牌体系和全面整合品牌的沟通和营销等六大品牌竞争策略。

Adopting brand strategy management, developing a new brand marketing means, establishing core value of a brand and creating enterprise culture of a brand, these are importance features marking the competition among domestic banks after China's entry into WTO. The author reviews the course of brand competition by banks in Shenzhen beginning from legal person brand to product brand and then to customer brand. At the same time the differential competition strategies adopted by the state-owned commercial banks, small-and -medium sized shareholding commercial banks and foreign funded banks in Shenzhen are analyzed. Finally, from operational viewpoint, it is suggested that that brand strategy be incorporated into a bank's overall strategy, a professional brand management department be established, the core value of a brand be clearly defined and fully protected, a complete product quality control be established, coordinated brand systems be set up and communication and marketing be integrated completely.