商业银行品牌定位的市场效应与策略研究

随着金融自由化、全球化步伐的不断加快,品牌已成为商业银行最具价值的一项无形资产,是衡量其核心竞争力的一个重要标准。品牌的特质主要从其属性、利益、价值、个性、使用者与文化等方面体现出来。商业银行品牌定位具有磁场效应、集聚效应、扩散效应与保护效应。商业银行可从市场定位、客户定位、类别定位、情感定位、服务定位与文化定位等方面制定相应的品牌定位策略。

Market Effect and Strategic Study of Commercial Banks' Brand Orientation

With the rapid development of financial freedom and globalization,brand has become one of the intangible assets of commercial banks and important standards of core competiveness.Traits of brand can be reflected by its own attributes,benefits,values,individualities and culture.Brand orientation of commercial band is of magnetic effects,crowding effects,diffusion effects and protective effects.Commercial banks can make brand orientation strategies according to the orientation of their market,their consumer,their categories,their emotion,their services,and their culture