摘要
开发性金融是政策性金融在市场原理下新的发展阶段,在国家经济战略中起重要作用。由于对市场化经营的强调和企业形象的重视,开发性金融机构逐渐开始提高对品牌运营的投入,以期更好地代表国家参与经济建设。本文以国家开发银行为研究对象,通过访谈调研、案例分析、文献回顾等定性研究方法,从外在表现、内在品质、文化价值观等方面讨论其品牌运营的现状,总结问题并对原因进行讨论,最后提出国家开发银行为代表的开发性金融机构提升品牌价值的对策和建议。
Abstract ：Development Finance is a new stage of Policy Finance based on Market principles. It plays an important role in national economic strategies. Because of the market-oriented management and the importance of corporate image, development financial institutions gradually began to increase investment in brand operation, so as to they can do better in economic construction as the representative of country. This paper chooses China Development Bank for study, using interviews, case studies, literature review and other qualitative research methods, to discuss the current situation and problems of brand operation. Finally,some suggestions are made for enhancing the brand value of China Development Bank as a representative of the development of financial institutions.
出处
《未来与发展》
2017年第5期77-83,9,共8页
Future and Development
关键词
国家开发银行
品牌
开发性金融
Key words：China Development Bank, brand, development finance
