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1、 硕士学位论文硕士学位论文 中国农业银行股份制改革阶段品牌 工程建设研究 THE RESEARCH OF BRAND PROJECT BUILDING IN THE PHASE OF AGRICULTURAL BANK OF CHINAS STOCKHOLDING SYSTEM REFORMS 哈尔滨工业大学哈尔滨工业大学 2011 年年 9 月月 国内图书分类号： F270.7 学校代码： 10213 国际图书分类号：658.821 密级：公开 工程硕士学位论文工程硕士学位论文 中国农业银行股份制改革阶段 品牌工程建设研究 硕 士 研究生：刘浏 导 师：李东教授 申请学位级别：工程硕士 学
2、科、专 业：工业工程 所 在 单 位：中诚信托有限公司 答 辩 日 期：2011 年 9 月 授予学位单位：哈尔滨工业大学 Classified Index: F270.7 U.D.C: 658.821 Dissertation for the Master Degree in Engineering THE RESEARCH OF BRAND PROJECT BUILDING IN THE PHASE OF AGRICULTURAL BANK OF CHINAS STOCKHOLDING SYSTEM REFORMS Candidate: Liu liu Supervisor: Pro. L
3、i Dong Academic Degree Applied for: Master of Engineering Specialty: Enterprise Management Affiliation: China Cerdit Trust Co., Ltd. Date of Defense: Sep, 2011 Degree-Offering-Institution: Harbin Institute of Technology 哈尔滨工业大学工程硕士学位论文 摘 要 本文以中国农业银行为研究对象，以提高企业综合竞争力为目的，对中国农业银行股份制改革阶段的品牌工程建设进行了研究。 本文首
4、先概述了国内外品牌建设理论研究现状，通过分析评价，提出了中国农业银行开展全方位品牌工程建设，全面提升企业品牌知名度和美誉度的必要性；其次介绍了品牌建设的相关理论和概念，阐述了品牌建设的目的、作用和理论，探讨了品牌建设的实质，并分析了国内外商业银行品牌建设情况，介绍了其主要策略与实践，阐明了商业银行品牌建设的意义；紧接着介绍了中国农业银行的基本概况和品牌建设状况，分析了企业品牌管理与实施中存在的问题；进而针对中国农业银行品牌建设体系存在的现实问题，确定了农业银行不断完善品牌建设的战略构想及策略建议，将品牌建设落到实处。这主要包括确定品牌整体定位、制定品牌宣传管理办法、重新提炼品牌理念、重新制作形
5、象广告等；在此基础上简要阐述了品牌工程建设在企业内的实施情况，并分析了品牌工程建设在完善农行品牌管理制度、促进农行建立品牌体系、树立全员品牌建设理念、塑造出为社会认可的农行品牌等方面产生的积极作用，同时也理清了下一步的工作思路。 最后本文根据对品牌工程建设问题的研究得出了结论，认为有效的品牌工程建设必须有健全的制度作为保证，有先进的品牌理念和人才队伍做支持，要与具有企业特色的品牌文化紧密结合，不断的改进和持续的提高，才能有效地增加企业品牌的美誉度和知名度，塑造出为广大客户所认可的品牌，才能提高客户的忠诚度，扩大市场份额，提升企业核心竞争力，使企业获得更多的竞争优势，实现更好更快的发展。 关键词
6、：品牌工程；建设方案；竞争优势 - I - 哈尔滨工业大学工程硕士学位论文 - II - Abstract This paper focuses on Agricultural Bank of China, and in order to improve its comprehensive competitive power, studies the brand project building in the phase of its stockholding system reforms. First of all, this paper summarizes the internal an
7、d external current situation of theoretical research of brand building. By analyzing and commenting, provides the necessity of Agricultural Bank of China developing all-sided brand project building and improving popularity and reputation of its brand. Secondly, this paper introduces the related theo
8、ry and concept of brand building, expounds its purpose, function and theory, discusses its substance, analyzes brand building situation of internal and external commercial banks, introduces its main strategy and practice, and clarifies significance of commercial banks brand building. Thirdly, this p
9、aper introduces the general situation and brand building situation of Agricultural Bank of China, analyses existent problem in executing brand management; and then, for the existent problems of Agricultural Bank of Chinas brand building system, determines its strategic conceive and advice which Agri
10、cultural Bank of China continuously consummates brand building, carries out brand building, which mainly includes whole brand positioning, constituting managing methods of brand advertising, abstracting newly brand concept, making newly image advertising, and so on. On this basis, expounds the perfo
11、rmance of brand project building in the enterprise, analyzes its positive effect on completing Agricultural Bank of Chinas brand management institution, promoting Agricultural Bank of China to set up brand system, building up the idea of all employee brand building, shaping approbatory Agricultural
12、Bank of China brand by society, and so on, and clears the next work way. In the last, on the basis of the study of brand project building, this paper deduces the conclusion that effective brand project building must have right institution as guarantee, have advanced brand idea and persons with abili
13、ty as support, combine tightly with its own characteristic brand culture, improve ceaselessly and enhance continuously, only in this way can improve popularity and reputation of its brand, shape approbatory Agricultural Bank of China brand by society, enhance clients brand loyalty, enlarge market sh
14、are, upgrade enterprise core competitive strength, make Agricultural Bank of China obtain more competitive advantage, and achieve better and faster development. Keywords：Brand construction,Construction scheme,Competitive advantage 哈尔滨工业大学工程硕士学位论文 目 录 摘 要.I Abstract .II 第第 1 章章 绪 论. 1 1.1 问题的提出与研究意义. 1 1.2 国内品牌建设研究综述. 2 1.2.1 国内品牌建设概况. 2 1.2.2 国内品牌建设存在的主要问题 .
