The Brand Strategy Research Of Shunde Rural Commercial Bank

Along with the gradual development of China’s economy,China’s banking industry is becoming more market-oriented and commercialized,product homogeneity in the same industry is getting increasingly serious,and competition is getting fiercer.As the former passive marketing mode is no longer suitable for present operation,banks start to focus on brand and the formulation and implementation of brand strategy.Meanwhile,they keep on updating and improving self-brand construction,hoping to strengthen their core competitiveness with brands and drive future development with competitiveness.This paper takes Shunde Rural Commercial Bank as the research object and starts with relevant theories of brand and brand strategy to elaborate the problems existing in the brand strategy implementation process of Shunde Rural Commercial Bank,the challenges and threats its brand development is facing and put forward relevant suggestions based on the practical situations of Shunde Rural Commercial Bank’s brand strategy implementation.The paper is divided into five main parts.The first part is the introduction,mainly introducing the background,purpose and significance,thoughts and methods and objects of the research;the second part is the explanation of relevant theories,including the overview,characteristics and role of brand definition,introduction to the contents of brand strategy,and the features and implementation procedure of Shunde Rural Commercial Bank’s brand strategy;the third part is the analysis on the internal and external environments which Shunde Rural Commercial Bank’s brand strategy implementation is in,including the analysis on the overall political,economic,cultural and technological environments with the PEST method,the analysis on the overall competition situation of Shunde’s banking industry,and the analysis on the brand strategy implementation and evolution process,the contents of corporate culture and the key superior resources;the fourth part is the current situation of Shunde Rural Commercial Bank’s brand strategy implementation,mainly discussing the implementation features of Shunde Rural Commercial Bank’s umbrella brand strategy and business brand strategy,brand image,goal and positioning,brand promotion and brand maintenance;the fifth part is relevant suggestions on the implementation of Shunde Rural Commercial Bank’s brand strategy.Through analysis on Shunde Rural Commercial Bank’s internal and external environments and practical situation of brand strategy implementation with the SWOT matrix,this paper has found that Shunde Rural Commercial Bank is able to use its own advantages to resist the market impact brought by its peers in the same industry and it show obvious advantages in internal key resources.However,its brand strategy implementation still needs adjustment and part of its planning is not practical.For example,the umbrella brand does not have a strong correlation with its business brands,the umbrella brand popularity is still limited to the local area,and brand management lacks professional personnel and teams.Aimed at these problems,this paper suggests that Shunde Rural Commercial Bank should adhere to the brand concept of “Achieve the ideal with diligent service”,accelerate construction of sub-brands,strengthen the correlation between the umbrella brand and all business brands,cultivate brand management professionals and improve all brand strategy implementation steps so as to create a powerful modern commercial band brand.