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CI Design Research of Shandong Self-owned Bank
Author: HuFeiNa
Tutor: WangJinJun
School: Shandong University
Course: Art of Design
Keywords: self-owned bank CI evaluation methods empirical study
CLC: TN402
Type: Master's thesis
Year: 2012
Downloads: 71
Quote: 0
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Abstract
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With the tide-like development of financial globalization, marketization and infomationization, the financial competition grows in intensity, and homogeneity of the financial products and services are becoming increasingly obvious. In this context, the brand has become a intangible additional asset which shows the excellent enterprises differentiate from others. In bringing reputation effect, at the same time, it creates a higher market share and profit margin. Based on the aim to build the brand value of Chinese financial enterprise in the global competition, it seems more important whether the financial enterprise represented by bank can effectively implement the brand strategy or not, which is also an urgent task our finance is facing.This paper is based on the strategy of "Finance makes Shandong stronger" proposed by Shandong government, targeted on the research of CI system of our self-owned bank in Shandong province. According to the feature in banking, it proposes CI system design principles in line with the banking development after understanding the banking basic theory. Firstly to establish banking image evaluation system based on CI theory, by researching the article about CI theory, CI concept and CI image evaluation. Then to establish the CI evaluation model applied for our self-owned bank based on this system, by using the weight in every structure with the method of AHP. Finally to put this evaluation model in use for the targeted bank-QiLu bank, to find the shortage of CI image in the example, and to make the comments. Thus to promote the resource integration of Shandong self-owned bank, and to improve the competitiveness.
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CLC: > Industrial Technology > Radio electronics, telecommunications technology > Microelectronics, integrated circuit (IC) > General issues > Design
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