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当前,银行业的经营环境发生了巨大变化。根据银监会发布的《中国银行业监督管理委员会2016年报》显示,截至2016年底,我国银行业金融机构共有法人机构4399家。在市场发生变化、银行产品丰富且差异化不明显的大背景下,品牌毫无疑问已经成为同类产品、服务之间相互区分的主要标志,拥有品牌尤其是强势品牌就会拥有更多的关注和更强的竞争力。美国学者凯文·莱恩·凯
At present, banking business environment has undergone tremendous changes. According to the 2016 Annual Report of China Banking Regulatory Commission released by the CBRC, as of the end of 2016, there were 4,399 legal institutions in China’s banking financial institutions. In the background of changes in the market, rich bank products and the obvious difference between the background, the brand has undoubtedly become similar products, services, the main symbol of the distinction between each other, with brands, especially strong brands will have more attention and More competitive. American scholar Kevin Ryan Kay