在信息化高速发展、同业竞争愈演愈烈的当今经济社会，银行业难以规避优 胜劣汰的市场法则。近些年来，我国服务经济发展势头迅猛，服务经济的迅速发 展意味着服务品牌进入了发展的新纪元，各大服务企业对服务品牌的关注与日俱 增。服务品牌数量呈现迅猛增势，为服务品牌的繁荣奠定了基石。 银行业是服务业的重要组成部分，而我国银行业的品牌意识建立得比较晚， 如何传递并使消费者正确认识银行的品牌形象，成为商业银行急需解决的问题。 我国银行服务产品具有同质性较高等特点，因此，如何在众多竞争者中脱颖而出 是各银行发展的主要任务之一。通过吸取实践经验和理论知识，各商业银行逐渐 认识到想要打造更好的服务品牌，除了加强对外宣传，内部品牌管理亦不可缺少。 在以往的多数研究中，针对企业品牌建设的探讨大部分聚焦于品牌外化，如 品牌宣传等。随着学术研究和组织实践的不断深入，学者越来越关注品牌内化的 研究。品牌内化是企业品牌战略的内部化过程，是以企业成员为对象在企业内部 开展的品牌建设项目、计划和活动。品牌内化开辟了思考品牌建设问题的全新视 角，打破了将品牌的视野局限于外部顾客而非所有利益相关者的传统观念。 本文基于品牌和服务品牌相关理论，聚焦于服务品牌内化这一视角，选取赣 州银行作为研究案例，在全面解读赣州银行品牌发展现状的基础上，从组织品牌 内化和员工品牌内化两个层面对该银行内化建设措施进行要点阐述。组织品牌内 化层面主要从领导关注、文化协同、沟通系统和跨部门协调系统四要素进行论述， 员工层面则是从员工品牌培训、员工品牌激励和员工品牌沟通三方面来论述。通 过以上分析，本文能更全面的掌握赣州银行品牌内化建设情况，并从中发现其在 服务品牌内化过程中的不足，如品牌战略不明、要素支撑不足、执行动力不强、 实施过程不畅等。最后，本文对赣州银行服务品牌内化后续建设提出可行的改进 建议，以期能为我国商业银行品牌内化建设提供一般性的指导和借鉴。 关键词：服务品牌；品牌内化；商业银行 2 Abstract In today's economic society, with the rapid development of informatization, and increasingly fierce competition in the same industry, it is difficult for the banking industry to evade the market rules of survival of the fittest. In recent years, the rapid development of Chinese service economy means that the service brand has entered a new era of development. The more attention that service enterprises pay to service brand, and the rapidly increasing number of service brand lay the foundation for the prosperity of service brand. Banking is an important part of the service industry. But in China, the brand consciousness of banking industry is built relatively late. How to transmit and make consumers correctly understand the brand image of the bank has become an urgent problem for commercial banks. High homogeneity is the characteristic of Chinese banking products. So how to stand out among many competitors is one of the main tasks of the development of banks. Through absorbing practical experience and theoretical knowledge, commercial banks gradually realize that internal brand management is also indispensable, in addition to strengthening external publicity. In most of previous studies, the discussion of brand building was focused on brand externalization, such as brand publicity. With the deepening of academic research and organizational practice, scholars pay more and more attention to the research of brand internalization. Brand internalization is the internalization process of enterprise brand strategy, and is a brand building project, plan and activity that carried out by members inside the enterprise. Brand internalization opens up a new perspective for thinking about brand building, breaking the traditional concept that brand vision is limited to external customers rather than all stakeholders. Based on the related theory of brand and service brand, we choose the bank of Ganzhou as a research case. On the basic of comprehensively analysing the current situation of its service brand development, we’ll set forth from the following two points, one is brand internalization of organization, and the other is brand internalization of employee. For the brand internalization of organization, we’ll state from the leaders’ concern, cultural synergy, communication system and cross-departmental coordination system. And for the brand internalization of employee, we’ll discuss from the training, encouraging and communication of brand internalization of employee. In this way, we can clearly know the situation of brand 3 internalization construction of Bank of Ganzhou, and find out the inadequacies in the process of service brand internalization, such as unclear brand strategy, insufficient factor support, weak executive power, unsmooth implementation process and so on. Finally, this paper puts forward feasible suggestions for the follow-up construction of Bank of Ganzhou's service brand internalization, hoping it would be helpful for the construction of Chinese commercial banks' brand internalization.