| 金融品牌资产的构建 |
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| 引用本文： | 盛敏,李俊祥.金融品牌资产的构建[J].郑州航空工业管理学院学报(管理科学版),2008,26(1):81-84. |
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| 作者姓名： | 盛敏 李俊祥 |
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| 作者单位： | 同济大学经济与管理学院 上海200092 |
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| 摘 要： | 随着我国金融行业的全面开放和发展，金融行业的竞筝越来越激烈，品牌已经成为金融企业获取长期竞争优势的重要来源。在服务品牌资产模型的基础上，结合金融行业自身的特点，构建金融品牌资产模型。通过从金融企业服务营销努力，到金融品牌知识建立，再到金融品牌关系形成，最后到金融品牌市场表现四个阶段来创建金融品牌资产。最后还提出了运用模型创建金融品牌资产的方法要点。
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| 关 键 词： | 金融业 金融品牌 品牌资产 |
| 文章编号： | 1007-9734（2008）01-0081-04 |
| 收稿时间： | 2007-09-06 |
| 修稿时间： | 2007年9月6日 |
Cultivating Finance Brand Equity |
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| SHENG Min,LI Jun-xiang.Cultivating Finance Brand Equity[J].Journal of Zhengzhou Institute of Aeronautical Industry Management,2008,26(1):81-84. |
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| Authors: | SHENG Min LI Jun-xiang |
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| Institution: | SHENG Min, LI Jun- xiang (Economic and Management Institute, Tongji University, Shanghai 200092 ,China ) |
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| Abstract: | With the development of the financial industry and financial liberalization,the competition becomes more and more fierce,and brand becomes the important source of the competitive advantage in service industry.Combining the service brand equity model with the characteristics of financial industry,it builds the financial service brand equity model.It is suggested that cultivating financial service brand equity by carrying out marketing plan,building brand knowledge,establishing the brand relationship with its customers and financial brand market influence.At last,it suggests the key points to use this model to cultivate the financial brand equity. |
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| Keywords: | financial industry financial brand brand equity |
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