XJ Commercial Bank Of China Baifu Brand Marketing Strategy Research

With the deepening of the reform of the financial system and the opening to the outside world,the era of high development speed and high profit level of China's banking industry has gone.As rural small and medium-sized financial institutions,agricultural bank,facing the new development environment,all kinds of contradictions and problems continue to appear,highlighting the growing competition in the industry,the development speed is significantly slow,profitability is significantly reduced,operating risk is increasingly exposed.Therefore,it is particularly important to improve brand building and carry out characteristic brand marketing to improve the competitiveness of agricultural bank and realize sustainable development.This paper analyzes the status quo of Baifu brand marketing of XJ agricultural bank,points out some problems existing in brand market positioning,brand communication,brand product marketing and brand marketing process management of XJ agricultural bank,and puts forward strategies such as brand positioning based on target customers,all-round brand communication,differentiated brand product marketing and brand management control in the whole processThis paper is divided into seven chapters.Chapter 1 is the introduction,mainly introduces the research background and significance,domestic and foreign research status,research ideas and methods.Chapter 2 is an overview of the relevant theories,mainly introducing the brand image creation,brand positioning,brand communication,marketing mix,customer value,STP marketing strategy and other theories.Chapter 3 mainly introduces the development of XJ agricultural bank and the status quo of Baifu brand marketing,and points out the problems in the process of Baifu brand marketing.Chapter 4 mainly analyzes the advantages,disadvantages,opportunities and challenges of XJ agricultural bank's brand marketing.Chapter 5 mainly aims at the problems existing in the brand marketing of XJ agricultural bank,and puts forward some solutions according to the actual environment.Chapter 6 mainly put forward the brand team construction,optimizes the allocation of resources,improve the assessment methods,the establishment of corporate culture and other security measures.Chapter 7 based on the full text of the research conclusions,and the limitations of this paper and future research prospects are summarized.