Research On The Development Strategy Of CITIC Bank 's Brand

Based on the citic bank as the research object, through the brand concept and function, in-depth study of the basic theory of brand marketing, analyze our country commercial bank basic situation and the main characteristics of brand marketing, and on this basis, at the same time to interpretation of the market environment of China citic bank, citic bank brand development strategy was put forward ideas and specific strategies.The author through to citic bank brand development summary analysis in recent years, found in its brand management exist the following problems: one is the brand development strategy is not clear; Second, the overall brand management system and support system is yet to be further perfected; Three is brand integration and utilization ability is weak; Four is brand marketing ability is insufficient, product innovation and insufficient capacity of radiation, Five is neglected brand quality management, customer satisfaction is not high. Six is to deepen the brand culture.The author draw lessons from citibank, HSBC, standard chartered bank and other international well-known building financial globalization brand experience, put forward the improvement scheme of system.The author hope that through this article, the China citic bank, and even the development of our country commercial bank overall brand strategy to provide certain reference and reference, to our country commercial bank to strengthen the construction of brand to have certain forward-looking and guidance.