I 摘要 随着竞争不断加剧，银行业开始注重转型升级，纷纷从以提供优质基本产品、优 质基本服务为核心的低层次竞争逐渐转向为以品牌形象塑造为核心的高层次竞争。但 是如何建构让客户认同的品牌形象感知，并形成银行的核心竞争力，却是困扰银行业 的一大难题——对品牌资源相对匮乏城市商业银行而言，此难题尤甚。鉴于此，本文 选取X银行（城市商业银行）作为研究对象，从消费者和内部员工角度对其品牌形象 感知进行研究，以期为该商业银行（即类似的商业银行）的品牌形象建构提供决策思 路。 论文分为六个部分。第一部分是绪论，包括研究的背景、意义、主要思路方法及 创新之处。第二部分为文献综述部分，主要介绍与品牌形象相关的研究理论与研究方 法。第三部分对X银行进行介绍。第四部分采用贝尔模型，对X银行品牌形象感知进 行具体调查。调查样本主要分为内部员工与顾客两部分，目的是研究内部感知与外部 感知是否存在差异。调查对象也分为X银行与主要竞争对手两部分，目的是寻找比较 的参照点。第五部分则是对调查结果进行分析解读。解读从两个维度（感知主体与感 知客体）进行比较分析。感知主体包括内部员工（内部顾客）与外部客户，感知客体 包括X银行与竞争对手。这样区分的主要目的是可以进行较好的比较研究，寻找形象 感知的差异来源，可以为对策建议提供翔实可靠的数据支撑。最后，本文第六部分将 依据调查结果具体分析，借助品牌资产相关理论，从产品形象、服务形象、员工形象、 顾客形象、企业社会形象等方面对如何提升X银行的品牌形象感知提出对策建议。 关键词：X银行；品牌形象感知；贝尔模型；提升策略；客户 论文类型：专题研究 西南科技大学硕士学位论文 II ABSTRACT Ascompetitioniscontinuingintensifying,thebankingindustryalsotrendstofocuson transformationandupgrading.It’sacommontrendtochangefromlow-levelcompetition withhigh-qualitybasicproductsandservicesasthecore,tohigh-levelcompetitionwith branduniqueimageasthecore.Nevertheless,thereisabigproblemthathasbeenpuzzling thebankingindustry,thatis,howtoconstructthebrandimageperceptionwithcustomers’ identificationandformthecorecompetitivenessofbanks.Inaddition,thisproblemis particularlyseriousforthecitycommercialbankswhichlackbrandresources.Againstthe background,thisthesisconductsoutaresearchonthebrandimageperceptionfrom consumersandinternalemployeesperspectiveswithbankX(CityCommercialBank)asthe researchobject,soastooffersuggestionsforits(similarcommercialbanks) decision-makingofbrandimageconstruction. Thepaperisdividedintosixparts.Thefirstpartistheintroduction,whichincludesthe background,significance,mainideasandmethodologyoftheinnovation.Thesecondpartis theliteraturereview,whichmainlyintroducestheresearchtheoriesandmethodsrelatedto thebrandimage.Thethirdpartintroducesthebrandresourcesandbrandstrategyof CommercialBanks.ThefourthpartadoptsBielTheorytoinvestigatethebrandimage perceptionofXBank.Thesurveysampleismainlycamefromtheinternalemployeesand customers.Thepurposeistostudywhetherthereisadifferencebetweentheinternaland externalperception.Therespondentobjectswerealsodividedintotwoparts,commercial bankandmaincompetitors,inordertofindreferencepointsforcomparison.Thefifthpartis theanalysisandinterpretationofthesurveyresults.Theinterpretationiscomparedand analyzedfromtwoaspects(thesubjectandtheobjectofperceptionrespectively),asrevealed inthefollowingtables.Thesubjectofperceptionincludesinternalemployees(internal customers)andexternalcustomers,andtheobjectofperceptionincludesCommercialBanks andcompetitors.Themainpurposeofsuchdifferentiationistoconductbettercomparative researchinordertofindthesourcesofimageperceptiondifferencesandprovidedetailed andreliabledatasupportforthesuggestions.Finally,thesixthpartofthisarticlewillbaseon theanalysisresultsonhowtoimprovethebrandimageperceptionofXBank. KEYWORDS:XBank;Brandimpressionperception;Bielmodel;Improvementstrategies;Clients TYPEOFTHESIS:ApplicationResearch 目录 目录 1、绪论..........................................................................................................................1 1.1背景及意义......................................................................................................1 1.1.1选题背景...............................................................................................1 1.1.2选题意义...............................................................................................2 1.2主要研究内容、研究思路与方法..................................................................2 1.2.1研究内容...............................................................................................2 1.2.2研究思路...............................................................................................3 1.2.3研究方法...............................................................................................4 1.3拟解决问题和创新点......................................................................................4 1.3.1拟解决的问题.......................................................................................4 1.3.2研究特色...............................................................................................5 2、文献综述..................................................................................................................6 2.1品牌与品牌形象诠释......................................................................................6 2.1.1品牌的诠释...........................................................................................6 2.1.2品牌形象的诠释...................................................................................7 2.2品牌形象感知测量模型..................................................................................8 2.2.1国外品牌形象感知测量模型综述.......................................................8 2.2.2国内品牌形象感知测量模型综述.....................................................10 2.2.3国内外品牌形象感知测评模型比较分析.........................................11 2.3关于商业银行品牌形象研究........................................................................11 2.3.1国外研究情况.....................................................................................12 2.3.2国内研究情况.....................................................................................12 3、X银行简介..........................................................................................................13 4、X银行品牌形象感知调查..................................................................................15 4.1实验设计........................................................................................................15 4.2问卷设计........................................................................................................15 4.2.1问卷的形成过程.................................................................................15 4.2.2问卷内容.............................................................................................16 4.3样本选取........................................................................................................19 西南科技大学硕士学位论文 IV 4.3.1问卷抽样方法.....................................................................................19 4.3.2调研方法.............................................................................................19 4.4数据收集与整理............................................................................................19 4.4.1数据收集.............................................................................................19 4.4.2顾客样本统计特征.............................................................................20 4.4.3行内员工样本统计特征.....................................................................21 4.5分析方法选择................................................................................................22 5、对X银行品牌形象感知分析...............................................................................23 5.1客户对X银行和竞争对手的品牌形象感知差异分析...............................23 5.2内部员工对X银行和竞争对手的品牌形象感知差异分析.......................24 5.3客户与内部员工对X银行的品牌形象感知差异分析...............................25 5.4客户与内部员工对竞争对手的品牌形象感知差异分析............................26 5.5品牌形象感知对品牌信赖的影响.....