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1、AbstractABSTRACTTheenterprisebrandistheintangibleassetoftheenterprise,istheenterprisemanagementintheenterpriselong-termmanagementandmarketdevelopmentactivitiesgraduallybuiltup,butalsotoletthemarketandpeoplegraduallyknow.Othercommercialbanksinthesamemarketente
2、rpriseshavetheproblemsofenterprisebrandmarketing.Inthebankingmarket,becausetheproductassimilationphenomenonleadstothecompetitionbetweentheincreasinglyfierce.Butwhenthebanksaftertheestablishmentofthebrand,thebrandeffectwillbringhugeprofitstothebank.CITICBankwa
3、sfoundedin1987,isoneoftheemergingcommercialbanksofourcountry'sreformandopening-upearlierestablishmentofthe.Butcomparedwithothercommercialbank,CITICBankbrandinfluenceisstillacertaingap.Thisarticleisinthisbackground,basedonthemarketingtheoryofcommercialbankmark
4、et,throughtheorywithpracticeandcurrentsituationofbrandconstruction,CITICBankanddevelopmentofinternalandexternalenvironmentanalysis,obtainstheCITICBankinthecurrentbrandmarketing,andputsforwardtheCITICBankbrandmarketingstrategy.First,ChinaCITICBankshouldstartfr
5、omthemarket,strengthenthebrandcommunicationandbrandpromotion;second,CITICBankBasedontheirowndevelopment,enhancethebrandcultureconstructionbank;third,shouldidentifythebrandpositioninginthemarketcompetitionintenseenvironmentinthefinancialindustryofChinaCITICBan
6、k;fourth,CITICBankshouldestablishacomprehensivesystemofbrandbuilding.BrandmarketingstrategyofthethesismainlyresearchontheproblemofCITICBank,CITICBankinthisforenterprisebrandpromotionandcultivationofcustomerloyaltyisveryimportant.Atthesametime,thisstudytoother
7、commercialbanksinthebrandmarketingalsohascertainpositiverole.KeyWords:ChinaCITICBankbrandmarketingofbankstrategicplan目录目录第一章导论................................................................................................................11.1研究背景和意义..........
8、....................................................................................11.2研究对象与研究方法.....................................................................................31.3研
