摘要
随着网络银行的发展,创立和发展网络银行品牌,实施网络银行品牌营销策略成为现代商业银行发展和竞争取胜的重要手段。主要对网络银行品牌相关的基本概念进行了阐述,既而探讨了网络银行品牌营销的必要性,以及国内外网络银行品牌发展现状,通过对网络银行品牌的综合研究和思考,分析网络银行品牌营销的实施策略。
With the development of E-bank, the establishment of its brand and the implementation of the marketing strategy of the brand are becoming the most important competition approaches. This paper described the basic conception of E-bank brand, discussed the necessity of its brand marketing and introduced the development of E-bank brands at home and abroad. By the comprehensive researches, this paper analyzed the marketing strategy of the E-bank brand.
出处
《管理学报》
2005年第S2期52-55,共4页
Chinese Journal of Management
基金
国家"863"高科技研究发展计划资助项目(2002AA413210)
