银行顾客品牌信任向品牌忠诚转化的路径研究——以中国工商银行为例  

Study on the Path of Transformation to the Bank Customers from the Brand Trust into Brand Loyalty——Take the Industrial and Commercial Bank of China(ICBC) as an example

作　　者：胡礼文[1] 罗洁[1] 

机构地区：[1]江西师范大学商学院,江西南昌330022

出　　处：《金融教育研究》2013年第6期17-21,共5页Research of Finance and Education

摘　　要：文章从商业银行与顾客之间的关系现状入手,基于中国消费者在拥有高品牌信任的同时,却有着较低的品牌忠诚的现象,分析如何将顾客对商业银行的品牌信任转换为品牌忠诚的营销路径。以中国工商银行为例,介绍该银行将顾客对其品牌信任转化为品牌忠诚的营销实践,以期能够对现代商业银行品牌管理提供参考。This paper starts from the relationship between the commercial bank and the customer,for the situa- tion that Chinese consumers have high brand trust, but low brand loyalty. We analyze the marketing path to the cus- tomers＇ transforming their brand trust into brand loyalty. The paper takes the Industrial and Commercial Bank of China（ICBC） as an example, introducing the marketing practice for the ICBC push their customers to transform brand trust into brand loyalty. And we hope to provide reference for the brand management of modern commercial bank.

关 键 词：商业银行 品牌信任 品牌忠诚 路径 

分 类 号：F830.33[经济管理—金融学]