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随着中国金融市场竞争的日趋激烈,中国金融消费者越来越期待着个性化、差异化和高水准的金融品牌的服务在我国加入世贸组织后,金融业市场化企业化、信息化和全球化趋势的出现,以及全能性外资银行的登陆,我国国有金融业的品牌竞争态势已经形成,金融品牌建设和金融品牌的科学化管理刻不容缓。本文在分析我国金融品牌的建设现状及所存在问题的基础上,探讨我国金融品牌创建策略,并提出了可资借鉴的创建管理模型,从而为今后中国金融品牌的发展策略提供可借鉴的理论研究。
With the increasingly fierce competition in China’s financial markets, Chinese financial consumers are increasingly looking forward to personalized, differentiated and high-quality financial brand services. After China’s accession to the WTO, the financial industry becomes market-oriented, informatization, and global With the emergence of the trend of globalization and the landing of all-around foreign banks, the state-owned financial industry has become a competitive brand, and the financial brand construction and the scientific management of financial brands have no time to delay. Based on the analysis of the status quo of China’s financial brand construction and its existing problems, this article discusses the strategy of creating financial brands in China and proposes a model for creating a management model that can be used for reference to provide a theoretical study for the future development strategy of China’s financial brands. .