Brand Building And Maintenance Of China’s Fund Industry

China’s fund industry is an industry which only has15years’ history. As an emerging industry, it has not yet mature, and people’s attention to it is extremely low, which turns to the related research is almost blank. This study takes the brand of fund industry as the research object. Based on the theories of communication and corporate reputation management, the study made research and analysis on brand building and brand maintenance combined with its development history and characteristics.The study quantified the relevant data of industry in recent years, and set up a fund brand evaluation framework. By organizing disseminated by inside and outside, the organization fund details the different dimensions for brand building. Also noted that the crisis of the fund in the brand communication is often used, and provided suggestions under the categories of the study of the reputation.This paper mainly divided into nine chapters, concrete contents are as follows:The first chapter is the introduction, which introduced the research origin, path and the problems existing in the research, at the same time to make a review related literature.The following parts reviewed the brand spread of fund industry in China. The characteristics of China’s fund industry lead to the plight of the brand communication, around this, the study put forward two key problems:How to value our current fund industry brand more reasonable? How to make the industry more stereoscopic? From the perspective of the organizational communication, the fourth chapter described the spread of the industry. The study introduced the theory of organization communication firstly, then analysis organization spread for fund industry brand construction of the two kinds of meaning, one is the organization network construction to strengthen the connection between the fund companies, secondly, the construction of organizational culture on the fund internal identity of ascension.The fifth chapter turner to another dimension of brand communication, organization spread outward. By solving problems on how to choose mass communication media, how to add a variety of marketing approach, and how the fund company release the influence of the brand itself in the performance of social responsibility to analyze the problem of fund company in brand building outside the organization. The sixth chapter set up fund brand evaluation model first, according to the model to evaluate brand valuation of the fund industry in China in2012. Then verified it through fund brand equity value and the fund sales. And on the basis of the analysis of quantitative data, industry brand construction and maintenance of practical assumptions were put forward. The seventh chapter explored the fund brand maintenance. According to the status quo of the fund industry is currently faced with the crisis, the study put forward the opinion that fund industry should pressed the fact of truth in time, and to restore trust value level. Chapter viii is the conclusion part, which shared ideas of fund brand construction and maintenance under the trend of modern communication. It mainly divided into three points of view, firstly, how to do integrated marketing communication, secondly, in the Internet and mobile Internet ascendant, fund companies how to promote the new business model, and last, how the industry from the symbolic value to provide service value change refer to implode theory of critical communication studies. Chapter9reviewed the whole train of thought of research.All in all, this article summaried the relevant data of China’s fund industry in recent years practically and found the core issues of China fund brand dissemination and the maintenance together with misunderstanding waiting to right. By analyzing these problems respectively, the study tried hard to let China fund brand reach to achieve organization "together" and "diversity" outside the organization, and focused on brand reputation under the crisis. We hope to contribute to the brand construction under the new trend of transmission.