Study On Model And Strategy Of Finance Brand Communication In Audience-oriented Era

Global economy is developing rapidly. A new era has come to us. The base of the traditional economic development is being greatly affected by the new economy, which orginated from American information technology revolution. The new characteristics and rules of market operation brought by the new economy mode have given rise to great changes in international economic and brand communication environment. In a sense, the new economy era is an audience-oriented one in which the status of audience is unprecedentally enhanced and the audience-oriented demand-dependent brand communication is firmly fixed in this era, taking the place of traditional supply-dependent brand communication.Under such circumstance, it will not be difficult to find an upsurge in craze for finance throughout the world if we focus our attention on finance industry. The highly-developed Internet has greatly boosted the knowledge reserve of the public as a result of which, the unveiled finance industry becomes extremely accessible to the masses. Hence, a growing number of individuals are showing incredible enthusiasm in financial comsumption and investment.As a service industry, finance industry provides financial products for the society. Facing the new knowledge-and-information technology-based economic environment which is feautured by personality, speed and interaction, experts attach great importance to the competitive superiority of a brand. The world-famous financial enterprises enjoy stable market share with strong brand influence of their products and make remarkable achievements. Although the force of communication in domestic financial enterprises has been reinforced.There is still a long way to go for them to compete with the international brands. Therefore, to conduct research into communication strategies of financial brands is meaningful and valuable at the time.The essay recalls relevant concepts and theories on brand and brand communication, elaborates on the current situation and problems in domestic financial brand communication, and further puts forward a pattern of the financial brand communication in the audience-oriented era. It also makes a detailed model analysis by illustration with the example of the famous financial group PAIC, as well as a multi-dimensional discussion on the strategies of financial brand communication. What has been mentioned above is, however, merely to offer a preliminary frame of strategic analysis on how to conduct the financial brand communication in the new economic enviornment, among which there is still much room to be enriched and studied.