China Postal Savings Bank's Brand Management Strategy Study

As a newly-established commercial bank, Postal Savings Bank of China has to attach great importance to brand management strategy in order to survive and develop in the fierce financial environment, and to find a characteristic financial enterprise development road. For the bank, it needs not only providing products and services with some differences, but also paying great attention to own brand construction. It should carefully analyze the international and domestic financial market environment and make full use of it's existing network advantage. Centering on the implementation of brand strategy, it should draw lessons from the latest mode and concept of modern commercial banking, and make efforts to establish the first-class brand bank .As the competition of bank industry intensifies, more and more commercial banks begin to pay more attention to brand strategy in their management .This gives Postal Savings Bank of China not only some opportunity to learn the advanced brand management experience, but also great challenges. In brand competition era, if Postal Savings Bank of China wants to survive and develop quickly in fierce competition environment, it is necessary to establish its own brand and build up powerful brand. Therefore it is especially important to study the brand management strategy of Postal Savings Bank of China.Part 1 of the paper firstly introduces the purpose and significance of the study, then analyses the necessity and importance of creating famous brand. Part 2 makes a overview of the brand and the brand theories. At first, I give the brand definition as"a name, marks, signs, proper nouns, design, or the comprehensive use of identifying a dealer or distributors groups of goods and services, and distinguishing from its competitive goods and services". Then I discuss the necessity and importance of creating famous brand in banking industry. Part 3 analyses in three aspects: the introduction of China's postal savings bank ,the advantage and disadvantage of China's postal savings bank , the competitor analysis of China's postal savings bank. Part 4 analyses the challenges and opportunities of China's postal savings bank according to the questionnaire investigation, and puts forward the overall brand operation strategy of China's postal savings bank in the market competition. Part 5 makes a brand diagnosis for China's postal savings bank based on its current brand management strategy and the existing problems, puts forward the overall brand operation strategy of China's postal savings bank in the market competition and puts forward some development countermeasures and suggestions according to existing brand management problems of China's postal savings.