品牌资产视角下的银行创新型服务产品策略研究

面对复杂多变的市场竞争环境,银行业需要持续创新服务产品来满足消费需求。然而,品牌资产管理瓶颈会极大地削弱银行创新型产品的市场竞争力。本文基于品牌资产理论,对银行创新型服务产品的市场竞争优势进行分析,归纳银行创新型服务产品在品牌资产管理中存在的问题,并提出品牌资产视角下的提升银行创新型服务产品竞争力的对策,旨在为银行业推进金融产品创新和品牌资产管理以提升品牌竞争优势提供研究借鉴。

Research of Bank Innovative Service Product Strategies Based on Brand Equity

Facing complex competitive environment,the banking sectors should offer innovative service products to meet consumers'demand.However,brand asset management bottlenecks greatly weaken the market competitiveness of the banks' innovative products.Based on the theory of brand equity,this article analyzed competitive advantages of the banks'innovative products,and summarized the problems in their brand asset management,coming up with strategies of raising innovative service product competitiveness under the perspective of brand equity,in order to promote financial product innovation and brand asset management to enhance the brand competitive advantage for the banking sector.