作 者: ;
机构地区: 广东金融学院
出 处: 《国际金融研究》 2005年第3期18-22,共5页
摘 要: 品牌定位是在消费者心中确定一个独特的位置,使本品牌与竞争品牌相区分,并满足消费者的特定的需求。它在营销战略中居于重要的地位,也是我国商业银行亟待解决的问题。本文介绍了西方商业银行品牌定位的步骤和策略,提出要以差异化品牌定位来获得消费者的心理认同,实现独特竞争优势。 Brand positioning is a unique position in the target customers' mind, in order to separate our company from the competitors, and satisfy the customers' specific needs as well Positioning plays an important role in marketing strategies, and it is also the urgent problem for the banks in our country This article introduced the brand positioning steps and strategies of the western banks It also put forward the suggestions as differentiating brand positioning, acquiring the customers' psychological agreement so that our bank can get the competitive advantages