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2005年3月份,金融界一个动向引起各界关注,本月中央电视台晚间黄金时段同时出现多条银行广告。如此多的银行集中在这段时期投放广告这在中央电视台的广告经营史上是绝无仅有的。专家指出,这是一个信号这个信号表明国内银行为代表的金融机构正在推出“服务牌”以后的另一张牌——“品牌牌”。对此某银行高层表示,在中央电视台黄金时段投放广告,目的是为了打造品牌。银行业在服务理念和水平得以提升后,品牌概念缺失或传播不足,品牌张力不够,甚至不能叫做有品牌。在银行业服务严重同质化的背
March 2005, a move in the financial sector aroused the attention of all walks of life this month CCTV prime time at the same time a number of bank ads. So many banks focus on advertising during this period of CCTV in the advertising business history is unique. Experts point out that this is a signal that this signal indicates that the financial institution represented by the domestic bank is launching another card after the “service card” - the “brand card.” In this regard, a bank executives said CCTV prime prime time advertising, the purpose is to build the brand. After the service concept and level of the banking industry have been raised, the concept of the brand is missing or under-communicated, the brand is not in sufficient tension and can not even be called a brand. Serious homogeneity in banking services back