China Unionpay Brand Marketing Strategy Research

Since the establishment of China Unionpay, obtained enormous development in business. But with financial industry is opened to the outside world progressively, the enormous transition takes place in the industry environment, have formed the pattern competed for with the international bankcard organization. How to make the advantage in the competition, the brand construction that China Unionpay seems especially urgent and important. As to an enterprise, whether there are brand, standard, is determining whether can make the trade rule, influence the industry to develop pattern. In the future international bankcard industry, if China Unionpay wants to really have a foothold, become competitive multi-bank electronic payment enterprises, must have standard of the independent intellectual property right, have independent brands. It helps to promote the service level that China Unionpay to establish Unionpay brands. Whether a bankcard brand can be set up finally, mainly depend on the service for bank and bankcard holder correctly of its. China Unionpay, constantly offer to bankcard holder convenient, swift, safe bankcard payment serve, promote Unionpay brand public image in the population of bankcard holder, could establish Unionpay brand. As a leader of the China bankcard market, the development process that China Unionpay has represented development process of the China bankcard industry. So, analysis China Unionpay brand marketing strategies have both theories and practicalities.The content that this thesis studies is the China Unionpay brand marketing strategies, the meanings of subject and research that the article should put forward this thesis to study at first, have explained the method of studied and analysis targets, and has introduced some basic theories of brand and brand marketing the present, offer the theoretical foundation for research this article; Then the article has analyzed the current situation of the development of China bankcard industry and development trend, introduce international bankcard industry current situation and development trend at present, article introduce a survey of China Unionpay and the carrier of Unionpay brand - Unionpay standard bankcard at the same time, have explained the meaning that issues the Unionpay standard bankcard, and through to analysis the bankcard industry of our country and industrial policy at present, and use the SWOT analytic method deeply to research China Unionpay, make us have a distinct understanding to the China bankcard industry and China Unionpay; Article by means to analysis China Unionpay brand marketing meaning, brand marketing necessity and current situation of China Unionpay brand marketing, find out China Unionpay the weak point of brand marketing at present, from the brand positioning, integrated communication of the brand image, brand equity management, brand crisis management and brand public relation management five respects analyze and put forward the opinions and suggestions to China Unionpay brand marketing; Finally ,draw a conclusion of this thesis - China Unionpay should strengthen the brand competitiveness hard, pay attention to brand marketing, optimize and improve brand marketing strategies at the same time.