The Brand Strategy Research Of Guangzhou Rural Commercial Bank

As the banking competition becoming more and more fierce, the financial markets keeping changing, the assimilation of products and services becoming intensified, lots of enterprises start to devote brand strategy formulation and selection to keep a foothold and make progress.This study regards Guangzhou Rural Commercial Bank as the research object, specificity analyze the external challenges and threats, advantages and disadvantages, and then by questioning and collecting some views and opinions of experts, professors and Guangzhou rural commercial bank heads, at the same time combined with field investigation and Guangzhou Rural Commercial Bank existing brand strategy. According to analyze the characteristics of Guangzhou rural commercial bank facing the internal and external environment, Guangzhou Rural Commercial bank set up brand strategy formulation and selection, and evaluate the implementation of the strategy of the brand.It is founded that Guangzhou rural commercial bank can effectively use external opportunity to resist external risk by evaluating EFE matrix, also founded that Guangzhou rural commercial bank internal environment stay at a comparative disadvantage position. Coupled with the weakness of Guangzhou rural commercial bank enterprise brand, and between product brand and enterprise brand lacking of contact it puts forward the brand concept of "stay with you every step attentively", and builds modern commercial bank brand, and select the "Guangzhou rural commercial bank" as the brand architecture strategy, in order to strengthen the close link between the various brands and form a unified, coordinated brand.This study is based on Guangzhou rural commercial bank specific problems and challenges. The brand strategy is specific and practical and it can provide Guangzhou rural commercial bank of brand development with more practical suggestion and reference, can also provide certain reference for the brand construction and development of the same kind of banks.