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Local commercial banks in China brand building strategy

Author: ZhangDeHui
Tutor: ChaiJunWu
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Local commercial banks Brand positioning Brand communication Brand culture Brand Marketing
CLC: F832.33
Type: Master's thesis
Year: 2008
Downloads: 380
Quote: 3
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Abstract

With the advance of economic globalization, market, information technology, business competition is increasingly fierce, as the banks of the financial industry is no exception, in this round of competition, the state-owned joint-stock banks and national joint-stock banks to create unparalleled brand advantage of the dominant position in the competition, but the development of the local commercial banks is variable. Local commercial banks, with its flexible operation mechanism and associated benefits for the local economy, especially the development of small and medium-sized enterprises has made an indelible contribution to become an indispensable part of China's economic development. Course of its development, also encountered a lot of problems, the most important is that brand strength is not strong, it is difficult to compete with a strong brand and state-owned banks, so, how to create the advantage of the brand to gain competitive advantage, the development of the local commercial banks have had to think about. Therefore, in-depth study of local commercial banks in China brand building strategy and explore the general law of its brand to create a certain theoretical significance and practical significance to the steady development of our local commercial banking. This paper attempts to use related brand theoretical system to create the brand of the local commercial banks, including brand positioning, brand communication, brand marketing, and other issues for further discussion, to provide a reference to the brand building of the local commercial banks. This paper first introduces the characteristics of brand theory and commercial banking brand created, then the overall brand of China's commercial banks to create the current situation and existing problems, followed by analysis of the local commercial banks in China brand building strategy, and finally the illustration cited three distinctive brand of local commercial banks created instance of local commercial banks brand created to illustrate the different brands of local commercial banks to create a policy on this basis, combined with theoretical and practical summed certain targeted and more feasible ideas. The current status of the local commercial banks, efforts should be made to create the brand of the local commercial banks, local commercial banks to gain a competitive advantage in the competition by creating a strong brand, created by local commercial banking brand strategy should be: First, identify their own positioning, accurate implementation according to their positioning brand positioning, according to the brand positioning framework and improve the the brand service system and brand culture, enrich the connotation of the brand, and the third, through a variety of ways to achieve brand communication, brand marketing, these foundations, continue to improve, and ultimately create a strong brand of the local commercial banks, to gain a competitive advantage in the financial competition, continues to grow and develop.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial organizations, banks > Commercial banks ( specialized banks )
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