| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 92 === Abstract
Under long-term incandescent competition, the difference of product features of banking business is more and more smaller. Only which could supply service can emerge. To establish difference of wealth management service, the high quality enterprise image to attract consumers is needed besides supplying valuable finance planning and professional financing commissioner’s customer relationship administration. Establishing brand image and good communication with consumers are the principal tools of building wealth management bank.
This study reviewed related documents to understand the wealth management service actualities of VIP financing center. The questionnaire in the point view of consumer was used to investigate good brand image of wealth administration for public. In order to set a construct model of brand image and supply marketing policy for banks, demonstration analysis method was also adopted.
The results of this study are followed:
1. The bank wanting to create higher brand image should start from brand identification and brand orientation. This result agrees with the brand image definition made by Aaker, Kapferer, Keller and Biel. The brand image means consumers’ cognition of brand attribute, in another words, it was represented due to development of brand orientation, result of communicating action and consumers’ memory associating with brand in thinking. It was believed that, to construct the brand image of wealth management bank should start from brand orientation to brand identification. And careful planning could construct brand image effectively.
2. The bank desiring to construct their brand image from brand orientation effectively should strengthen their wealth administration to satisfy customer’s empirical requirement. For example, preparing perfect service illustration data, sharing initiative timely information, supporting integrated-bill monthly and global market analysis report, evaluating investment performance regularly, establishing faith and interaction between consultant and consumer, and paying much attention to consumers’ requirement such as attitude and timing of treating customer’s opinion.
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