Research On Brand Promotion Strategy Of Rural Market Of HF Branch Of Huishang Bank

Since the reform and opening up,rural credit cooperatives be reformed,urban credit cooperatives mergered,postal and savings are separated,joint-stock bank reformed,etc.China's banking industry is booming and competition is becoming increasingly fierce.With the adjustment of national policy?the promotion of rural financial system reform and the continuous development of rural economic construction,more and more large commercial Banks,joint-stock Banks,urban commercial Banks,insurance companies and other financial institutions have been attracted to the rural market.Huishang bank is the first joint-stock commercial bank in China,which is jointly reorganized by urban commercial Banks and urban credit cooperatives,after more than ten years of development since its establishment,all kinds of indicators are in the forefront of the province,HF branch is the leader among its 17 branches and took the lead in carrying out inclusive finance strategy in 2014,laying out outlets in rural markets.Based on the background,this paper on the basis of systematically describes the the concept of brand and commercial bank brand and the brand promotion positioning theory,the communication theory,the image theory,the rural branch of HF branch of HuiShang Bank as the research object,summarized the brand promotion environment and the characteristics of rural customer groups in the rural market of HF branch,to analyze the current situation of brand promotion in rural areas by means of questionnaire,then find out the problems such as inaccurate positioning?enterprise brand phenomenon construction is not enoungh?low efficiency of brand communication,to put forward the optimization suggestions on this basis.The research conclusion of this paper is of great practical significance for the improvement of brand promotion of HF branch of HuiShang bank in the local rural market and the promotion of competitiveness,and provides the reference for the peer in the rural market brand promotion,has the certain theoretical reference significance.