Research On The Brand Construction Plan For MS Bank

Banking is the window of the industry society,is our country national economy development important industry.The increasing competition in the banking sector,market competition is the most important is the brand competition,brand is the idea of value have been widely accepted by the bank industry.So how to build brand is also related to bank competition strength promote the important factors.Bank's brand construction is an important part of the financial brand construction.Compared with other industry brand construction,financial brand construction has a certain particularity.So the research of this paper through the literature review method,case method and so on,studied the MS bank brand construction scheme.Mainly from six aspects.The first chapter is the introduction part.Put forward the research meaning and the purpose of the research literature review at home and abroad,the research on preparation and overall planning.The second chapter is the theory part,mainly involved in the research on the theoretical,reserve for the study of theory,make the research established on the basis of abundant theoretical support,reflect the thinking of theory combined with the actual.The third chapter analyzes the MS Banks present situation and problems of the construction of the brand.Mainly discusses the basic situation and development course,MS MS bank's corporate culture,from the aspects of brand concept construction,refining the core value,brand of the informatization construction,brand communication management,creating differentiation individuality service aspect analyzes the shortcomings in the course of brand construction,and analyzed from the two aspects of internal and external MS bank the cause of the problems existing in the brand construction.The fourth chapter from the brand construction goal and the principles of scheme design,the content of the brand construction design,the path of the brand construction methods and other aspects,proposed the design idea of the construction of MS bank brand.Chapter v from the strict enterprise identification system,constructing the system of brand management,innovation,perfect the brand architecture,brand regulation and maintenance,guarantee the quality of products andservices,improve the brand crisis management,and other aspects,MS bank brand construction guarantee measures are put forward.The sixth chapter is the conclusion of the study,summarize the formation of research conclusion and its future research direction.