A Study Of Brand Building In Putian Rural Commercial Bank

Along with the construction and development of Economic Zone on the Westside of Strait, the gap between urban and rural areas is narrowing. The big fourstate-owned commercial bank began to gradually enter the market of villages andsmall towns. At the same time, with the increasingly deep opening in Chinese finance,HSBC, Citigroup, Standard Chartered and other foreign banks have also set up campin Fujian rural area. What is more, the new rural financial institutions of village banks,loan companies, rural fund cooperatives, which are encouraged by the national policy,also begin to rise, Putian rural commercial bank, as the first prefecture-level ruralcommercial bank in Fujian province, faces unprecedented challenges.In the increasingly fierce competitive environment, the competitions betweenbanks gradually shift from the lower level products and service to the higher level ofbrand competition. The major commercial banks have absorbed the advancedexperience of foreign banks in brand management, and constantly strengthen brandconstruction. The bank brand has become the core competitiveness assets of modernfinancial enterprise. Putian rural commercial banks should adhere to the competitionorientation, constantly consolidate the brand tree, improve the brand value chain, tocreate a fast, interactive, win-win brand marketing model, and strive to create aunique rural commercial bank brand.This paper uses the theoretical analysis and practical research, combining themethod of qualitative analysis, and designs the questionnaire which is aimed at thepresent situation of the brand construction. It selects Shanghai rural commercialbanks and Jiangnan rural commercial banks for empirical research. With the statisticsof Putian Bureau of Statistics, Fujian Bureau of Statistics, the National Bureau ofStatistics, and the statistics from banking regulatory bureau website as well as thebank’s official website, this paper verifies the theoretical hypotheses proposed by thestudy...