Advertisement Communication Scheme Design Of Jinan Branch Of China Merchants Bank

With the gradual deepening of the financial system reform of our country, the running mechanism and the policy system of the financial market have changed greatly: the number of commercial banks has been continually increasing and foreign banks have entered China one after another. Thus, the competition between banks has become more and more fierce. Many Chinese commercial banks begin to learn the superior bank running mechanism and market management system from western countries. Paying enough attention to marketing management and making scientific advertisement communication have become the indispensable ways for the commercial banks of our country to make remarkable development in the fierce market competition.Founded on 19^th October, 2000, the Jinan branch of China Merchants Bank is in charge of the whole business of China Merchants Bank in Shandong province. Since its establishment the Jinan branch has always abided by the business ideas of "change for current situation and change for various customers", fight for one goal—establish a modern commercial bank which lead in science and technology, have advanced management, first class service and eminent fame on Shandong province. It always pay attention to promote marketing management and scientific advertisement communication. Thus businesses have achieved quick and healthy development. Face to changeable demand of customers and gradually fierce market competition between banks, arrange enterprise brand and business advertisement communication plan as reasonable as quickly, optimize allocation of advertisement communication resources have already become principal work of Jinan branch of China Merchants Bank. And all these can enhance its market competitive ability. Promote monographic study of advertisement communication, design systematical and scientific advertisement communication plan have practical significance.This text systematically apply management communication theory, brand communication theory, advertisement effect estimation theory, combine theory research with practical research, attach equal importance to qualitative research and quantitative research so that we can promote a detailed advertisement communication plan design of Jinan branch of China Merchants Bank. On the basis of macro-environment, competitive environment, current situation of Jinan branch of China Merchants Bank, basing itself on current situation of brand communication, main business variety, target consume crowd, scientific analysis of media communication environment, this text define advertisement communication target system of Jinan branch of China Merchants Bank, systematically arrange advertisement communication strategy of Jinan branch of China Merchants Bank, design different expense budget and practical plans of many main business propaganda advertisement in different medias. In order to ensure timely evaluation and amendment of advertisement communication, guarantee the accomplishment effect of advertisement communication, plan systematically state a method to promote advertisement communication and advertisement effect survey, to evaluation work through establishing cooperation institution.This text work hard and try to put advertisement communication basic theory, analysis instrument into the practice of advertisement communication of commercial banks in different provinces. This plan's design work must effectively enhance advertisement communication effect of Jinan branch of China Merchants Bank, at the same time lay the foundation of future scientific advertisement communication work. I believe that achievement of this plan afford other commercial banks lessons that they can face to market competition, advance extent of advertisement communication work.