Research On The Optimization Of The Brand Management Of Bank A

Bank A has the following characteristics commonly seen in many domestic banks' developing process and reveals the common model of Chinese banks' brand management and developmn.To be specific,It derives from tradiional central enterpises or is founderd with government support: it conducts its buiness nationwide while branching out,it covers large area with nuerous branches and maintains abundant capital;it establishes its clear orientation when first starting providing products and services while having problems of low irreplaceability due to high level of consistency compared with counterparts in the market;it has the advantage of government support but has to face fierce competition.A study on the brand management of BankA could be a glimpse into the status quo of the brand management among all domestic banks,especially those large-scale nationalized banks just like our bank.Meanwhile,how to create a brand with differentiation under this time when bank products and services are often deemed homogenization is a interesting topic in itself.The author composes this dissertation based on theories of brand management orintation,brand management value as well as brand management relationship,and with large amount of litereture searching and reading.This dissertation mainly refers Xiao Li's internalization model and externalization model of brand management,together with characteristics of Bank A,and employs questionaires and interviews to thoroughly explore the current situation of the brand management of BankA.Based on these background information,the authors utilizes research methods like qualitative analysis and interdisciplinary analysis to reveal questions related to the current situation of Bank A's brand management and conducts case analysis to explicate experience from the successful brand management of China Merchants Bank.Finally the author depends on the five-dimensional value model established by Chinese scholar Yang Xiao and experiemental summary method to induct and deduct,to reflect and imagine,to abstract and conceptualize,to speculate according to analogy and to comprehensively analyze so as to provide suggestions for promoting the brand management of Bank A.