The Research Of Brand Marketing Of The State-Owned-Commercial Banks

After low-levelled business means such as verbal fight,concept warfare,price strife...,enterprises are finally in the circle of high-levelled business moment—brand battle.The importance of brands are increasingly emphasized along with the shrunken diversity between products.Especially in the modern vendee market,it is quite essential to build enterprise brand and to execute brand saling strategy.Although financial enterprises are different from general business,they are still facing the market and the consumers with the destination of making profits.During these years banking are developing very fast,but it accompanies with serious homogeneity phenomenon.From economic point of view,homogeneity is one of the basement of mass-production and industry formation,however this phenomenon also means the business banks are losing its selfhood when competing with other and falling into homogeneity strife. The chief criminals of this are same developing direction and simple imitaion.It is quite exigent to find the diversity of management and to build unique brand image for banks.Our domestic banking are facing more drastic competition while famous international banks such as National city Bank of New York,HSBC and Chartered Bank enter after China joining WTO.In the situation of state business banks and large quantity of joint-stock business banks conexist and each business banks' service are getting perfect,the one who build up good enterprise image and brand will get public recognization and support and will take advantage in the strife.Therefore,enterprise image and brands are the most precious fortune for modern financial enterprises;brand image and brand strategy are also most essential for our domestic banks' existance and development in the new time.In western countries,modern saling theory has been used in managing business banks 20 years ago and has been quite successful.In China,four state business banks are the leader of banking field,they have longer history and play an important role in our financial area.But at present,brand saling is hardly thought in this field and their notion,culture,orientaion,management and brand maintenance are far away from the creteria of real brand saling.Our domestic state business banks should walk into the total business banking for their existance and development.As there are still drastic competition,after getting out of monopolization,state business banks still need to explore deeply in self management due to lack of theory and practiceThis thesis analyzes China state business banks' weakness from angle of communication such as blurred orientation,dim brand consciousness,behindhand management, deficient brand culture...It holds the hope to find out s series of practical measures of saling management y building communication notion of brand saling to advance state banks' strife ability.The thesis starts with two aspects---brand saling strategy and tactic,follows the steps as below:goal market—brand orientation-diverse saling methods—effective brand maintenance,brings forward the idea that future business banks should be supported by brand culture and strategic organization and realise the essence of brand strategy through diverse orientation and aborative brand maintenance---brand loyalty,strong banking brand.