摘要
随着经济的迅速发展,我国商业银行之间的竞争越来越激烈。这种竞争由原来的银行产品和业务竞争转变为品牌的竞争。对于商业银行而言,品牌不仅是其在市场竞争中的动力,同时也是无形的财富。然而,我国商业银行的品牌建设还存在建设缺乏规划、投资力度不足、同质化严重、传播渠道单一等问题,因此必须通过深化品牌规划,加大投资力度,强化内涵建设等措施加以改善,以提升商业银行的竞争力。
With the rapid development of economy,the competition among commercial banks in China is becoming more and more fierce. This competition has changed from the original banking product and business competition to brand competition. For commercial banks,brand is not only the driving force in the market competition,but also the intangible wealth. However,the brand building of China’s commercial banks still has some problems,such as lack of planning,insufficient investment,serious homogenization,single communication channel,etc. Therefore,we must improve it by deepening brand planning,increasing investment,strengthening connotation construction and other measures to enhance the competitiveness of commercial banks.
作者
李林一
LI Lin-yi(Postal Savings Bank of China Xinyang Branch,Xinyang 464000,China)
关键词
商业银行
品牌建设
品牌管理
企业形象
commercial banks
brand building
brand management
corporate image
