Brand Management Research On The Post Savings Bank Of China

In recent years, the convergent inclination in banking sector of China is becoming evident.Around brand marketing, the commercial banks are competing fiercely for business.At the same time, product and service innovation are treated as selling point.The banking industry has entered the era of brand competition.The Postal Savings Bank of China was based on China Post Group Corporation.Unlike other commercial banks, PSBC set up later, soA, brand management is more important.In this paper, using the management knowledge, from the perspective of brand theory and modern commercial bank marketing research, combining with the data of other domestic commercial banks, we discuss the necessity of the brand management of the PSBC, comb the status of brand management of the postal savings bank, analyze the external environment of brand management faced by the PSBC, find out the current advantages, weaknesses, opportunities and challenges of the brand management of the PSBC. How to play to our strengths and change the inferior position, that can make the brand bigger and stronger and enhance the social awareness and reputation of the PSBC is the focus of this paper. To this end, we put forward the problems and ideas of brand planning, brand promotion, brand maintenance and so on.