Strategy Research on Financial Brand - Building in Nations Commercial Banks

摘要：

Under the background of financial product tending to homogeneity,product brand has been a fresh and familiar mark in the process of communication and intercourse between consumers and financial businesses.The present paper analyze the situation of financial brand-building in domestic commercial banks,constructs three mutually cooperated operation modes of financial brand linking the operation processes of financial brand -building,and raises a question that It should focus on service in the construction of financial brand of commercial bank,and create different competitive advantages through clear-cut brand -positioning,in the hope of effective implementation of brand strategy of commercial banks.

关键词： financial brand brand-building brand-positioning the mode of operation

作者: OUYANG Yibiao

作者单位: School of Management,Jinan University,P.R.China,510632;Rural Credit Cooperative of Shunde,P.R.China,,528300

会议类型: 国际会议

会议名称: 2007 International Conference on Management Science and Engineering(2007管理科学与工程国际学术会议)

会议地点: 河南焦作

会议语种:英文

页码: 1701-1707

在线出版日期: 2007-08-20（万方平台首次上网日期，不代表论文的发表时间）