Research On The Brand Construction Of Yinzhou Rural Cooperative Bank

In the process of development of the rural economic in China, the imbalance of development of economic, causes the demand for rural financial services present a diversified and personalized features. In this context, as a main force in rural finance of rural credit cooperatives, the requirement of reform is more urgent, how to positioning the brand, management and promotion has become a top priority. With more brand experience, on the other hand, commercial Banks have branches to suburban, rural development, clearly once again challenge the brand construction of rural cooperative bank. Yinzhou bank as the first rural cooperative bank, has been actively involved in the management system reform of rural credit cooperatives, and always walk at the forefront of China’s rural financial reform, the study of yinzhou bank’s brand construction, has important practical value and guiding significance.Starting from the brand status of yinzhou rural cooperative bank, through the questionnaire survey in the definition of brand management, brand maintenance and other related concepts, this article proposes how to construct the operation mechanism innovation in yinzhou rural cooperative bank brand on the basis of the revealing of the mechanism. Brand positioning analysis of the yinzhou rural cooperative bank, discuss its operation mode present situation, problems, reasons and challenges, on this basis, the concrete this paper probes into the reform of the brand management and brand innovation of yinzhou rural cooperative bank operation mode innovation put forward the concrete operation Suggestions.Survey found that yinzhou rural cooperative bank, has achieved remarkable development achievements in recent ten years, which has become one of the national rural cooperative bank benchmark, but many problems also gradually exposed in the development of, especially the early understanding of the brand and understanding is not enough, the disadvantages of promoting the effect not beautiful also increasingly apparent. From the questionnaire, yinzhou rural cooperative bank in brand recognition, brand culture, financial services and the problem on the network Settings, are performed by the lack of brand building.This paper argues that brand management of yinzhou rural cooperative bank is based on customer as the center, and combining the public welfare, weibo maintenance and supplement forcefully to the level of product development, to establish a good brand promotion provide directional guidance system. This article emphasizes that brand construction should fully understand the rural cooperative bank under the premise of its positioning, insist on and strengthen unified leadership, pushing forward the innovation of concept, focus on design, the overall deployment, step by step, stage, at the same time, draw lessons from international experience and combined with national conditions, take comprehensive evolutionary strategy step by step.