摘要
当前,实施品牌经营是我国商业银行实现可持续发展的必由之路。品牌是商业银行的核心价值,品牌经营的核心是客户定位和品质定位,实现品牌经营的有效途径是追求服务专家化,培养忠诚的客户,实现营销持续化和塑造独特的形象。缺乏品牌经营行动、没有强有力的品牌支持,我国商业银行的经营将步履维艰。
Currently, brand management is an indispensable way for Chinese commercial banks to realize the sustainable development. The paper points out that brand is the core value of commercial banks, in which the essence of brand management is client orientation and quality orientation. The effective approaches to realizing brand management is to pursue service specialization, to cultivate customer loyalty, to achieve market-orientation and build unigue image. The paper also admits that the lack of brand management and strong brand support, commercial banks＇ management in our country will still have a long may to go.
出处
《商业研究》
北大核心
2005年第15期71-73,共3页
Commercial Research
关键词
金融管理
品牌经营
核心价值
定位
有效途径
finance management
brand management
core value
orientation
effective approach
