摘要
中国改革开放至今在国际市场上已经有了举足轻重的地位,我国商业银行的发展与未来已经不仅仅影响着全国人民的经济与生活,对于世界金融体系而言也有相当的影响能力。然而随着我国加入WTO,我国银行业面临着全面对外开放和更加激烈的国际、国内竞争。外资银行的全面进入也使得我国金融市场上的竞争不断加大,他们在经营管理、理财、信用卡、资产管理等中介服务上具有的优势与我国银行不完善的制度与服务形成对照。于是应对外资银行的挑战,成为国有银行持续发展的根本所在。因此,我国国有商业银行采取了系列的创新措施增加自己的竞争筹码。我们不可否认我国商业银行仍存在不良贷款率较高、经营管理机制不够完善、运营效率较低、服务效率低等许多问题。虽然金融机构的改革和竞争的压力将国有商业银行推向了市场,但是在服务上却没有与时俱进,旧有的服务理念仍根深蒂固。商业银行在体制上墨守陈规,银行人员的服务意识也不强,工作缺乏热情,没有做到真正的微笑服务和顾客第一。而在现今以买方为主导的市场经济条件下,顾客已经成为银行能否提高竞争能力并实现可持续发展的关键。因此,面对竞争的机遇与挑战,我国国有商业银行应该采取何种途径来提高银行的竞争优势,提高绩效和顾客的满意度以应对金融现代化、国际化这一潮流的冲击,塑造良好的公众形象和服务品牌将成为商业银行当前重要的课题。
本研究将针对银行服务品牌资产的提升方向切入,由于银行服务品牌资产的提升将给银行在掌握广大消费者的认可度与忠诚度,实施高度竞争中的市场渗透、扩大国内市场规模等多个方面可预见将带来许多的益处。在过去的几十年中,国外的学者已经对品牌资产的评估、品牌资产提升的作用、品牌资产的模型等多个方面进行了研究,而国内的学者在近一二十年中也多方的研究品牌的相关议题,并取得了一系列研究成果,初步形成了品牌资产研究领域的理论框架。但是,在商业银行的品牌资产的理论模型中与国内大多研究的生产制造型企业的品牌资产模型有显着性的差异,银行的产品与服务具有并存目不可分开性的特征,因此在品牌的研究上存在明显的差异,商业银行尤其是中国的商业银行品牌资产价值增长的影响因素、路径、方式都须要更多的研究与论
因此本文将研究问题界定于以服务品牌的视角出发,讨论当前银行对服务品牌资产的了解与现况优劣势,再经由银行行为角度和消费者行为角度分析目前银行服务品牌资产提升的路径,通过研究的数据与分析方法及技术路线,希望经由论证的研究成果达到经由服务品牌的影响因素研究进而达到品牌资产的提升,最终给予商业银行业界实际的品牌活动建议为目标。
China economic reform and opening up till now has been30years. Nowaways, China is in a very important position in the international market with all aspects. Of course, the China banking system developmemt is not only effect China marketing but also the world economic system. After China joined WTO, the banking market in China is more and more competitive which include both domestic and overseas banking competition. Especially overseas banks have more experiences in management, credit card, loan, customer service… and so on than domestic banks. Therefore, gain the competitive advantage in the market is the core strategy for China's domestic banking. We have to admit that our banking system has some problems in debt, management, operation, and service field. Now, we are in the international market due to the economic opening up, but our banking service is not up to the real market. The banking employees are not providing good service with smiling most of time, they are not doing customer first because they were not trained in this way before. Now, banking owners realize that customer is first in the free market, customer means profit. They need to have the strategic plan to gain the competitive advantage, build up the brand image, and increase customer satisfication to the customers.
The main purpose of the study is to mention the importance of service branding in banking industry. The increase of brand equity will benefit banks to gain more customers and rise their brand image and loyality, of course to penetrate the market in a short time. During the past decades, professiors have evulated and proved how brand equity benefits banks and proved those brand equity models to the study. China professiors are also studying in these20years with good results already. However. China has more studied in the manufacture filed more than banking field, which are some in the same theories but still some in the different stories. Therefore, the study will focus on brand equity of banking industry to observe more value points for banks to increase the brand equity and find our more effects and paths.
In conclusion, the study will start the point of view from service brand to discuss the service brand equity of the banking industry in China now. and see both banking service behaviors and consumers'behaviors to analysis how to improve the service brand equity in banking industry. Base on the data analysis and technical support to improve those assumptions are correct to the banking industry. The consulsion is to provice advices and activities to banks for increasing the service brand equity to the bank and offering good service to gain customers.
引文
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