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当前,国际国内经济形势正在发生复杂而深刻的变化。从国内金融业的整体发展情况来看,由于受到国家经济政策导向、利率市场化改革等诸多因素的影响,商业银行的经营活动正面临着越来越多的挑战。与此同时,伴随着市场竞争的日趋加剧,中国金融业已步入了品牌竞争时代,品牌经营正成为商业银行提高自身市场竞争力的重要手段之一,并发挥着越来越重要的作用。因此,对于正值转型发展期的邮储银行而言,必须通过树立企业形象、强化品牌效应,来加深与优质客户之间的联系,创造良好的经济效益和社会效益,推进自身的可持续发展。
At present, the international and domestic economic situation is undergoing complicated and profound changes. From the overall development of domestic financial industry, commercial banks are facing more and more challenges due to the influence of many factors such as the orientation of national economic policies and the interest rate liberalization. At the same time, with the increasing market competition, China’s financial industry has entered the era of brand competition. Brand management is becoming an important means for commercial banks to enhance their market competitiveness and plays an increasingly important role. Therefore, for a time when the postal savings bank is in transition, it is necessary to deepen the connection with high-quality customers by fostering a corporate image and strengthening the brand effect so as to create good economic and social benefits and promote its own sustainable development .