渣打银行-凯发网

渣打银行-凯发网 让员工光芒四射

项目背景：
渣打银行（又称标准渣打银行、标准银行；英语：standard chartered bank；lse：stan，港交所：2888，otcbb：scbff）是一家总部在伦敦的英国银行。渣打银行主要业务包括零售银行服务（如按揭、投资服务、信用卡及个人贷款等）和商业银行服务（包括现金管理、贸易融资、资金及托管服务等）。业务遍及许多国家，《环球金融》(global finance)杂志近日评选出2012年50家更安全银行榜单，标准渣打银行榜上有名，第48名。

background:
standard chartered bank (also k wn as standard chartered bank, standard bank; lse: stan, sehk: 2888, otcbb: scbff) is a british bank headquartered in london. standard chartered bank principal activities include retail banking services (such as mortgages, investment services, credit cards and personal loans, etc.) and commercial banking services (including cash management, trade finance, treasury and custody services, etc.). operations in many countries, "global finance" (global finance) magazine recently selected the 2012 global 50 safest banks list, standard chartered bank is on the list, ranked 48.

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面临挑战：
渣打”两个字是其英文全称中“chartered”这个单词的音译，它意为“受特许的；领有执照的”。在中文中，出于历史和习惯，我们一般称呼该银行为渣打银行(chartered bank)。中国金融市场的逐步开放,为外资银行提供了越来越广阔的发展空间。渣打银行找到先知，希望借助先知优秀的品牌整合设计平台，促使其品牌形象得到全面升级，从而在中国市场竞争中处于有利地位。

challenges:
the chinese strategy is a transliteration of its english strategy of "chartered", it means "chartered; licensed." in chinese, for the sake of history and habits, we generally call the bank standard chartered bank (chartered bank). the gradual opening of china's financial markets for foreign banks provides a more broad space for development. standard chartered bank hoped to promote its brand image on wevin’s excellent brand integrated design platform which has fully upgraded the standard chartered brand, thus made it in an advantageous position in the chinese market competition.

凯发网的解决方案：
先知中国王思翰教授应邀为渣打银行进行文化培训，王思翰教授在品牌检查与评估、品牌战略创新、品牌空间设计以及凯发网的文化塑建等方面进行了严谨而系统的分析与论述。其中，如何使渣打银行文化悠久深厚的历史文化转化为现代商业银行品牌竞争优势，成为王思翰教授讲解的亮点。渣打员工在精彩培训中也进一步了解到个体如何使才能在企业发展中扮演更加重要的角色。让员工“光芒四射”，企业品牌才能富有活力，品牌形象的升级才能获得内在动力。

solution:
professor sihan was invited to do chinese cultural training courses for standard chartered bank, professor sihan did the brand inspection and assessment on in vative brand strategy, brand and corporate culture space design construction and so on. among them, professor sihan highlighted the key factors to turn profound culture of standard chartered bank history and culture into a modern commercial banking brand competitive advantage. the course also included how individuals play a more important role in the enterprise development, which made the corporation and the brand more energetic.