Research On Brand Building Strategy Of Zhengzhou Rural Commercial Bank

As the national central city construction have been implemented in depth,the social economy of Zhengzhou has achieved a leap forward development.Zhengzhou Rural Commercial Bank Co.,Ltd.(hereinafter referred to as Zhengzhou rural commercial bank)as the city level rural commercial bank of Zhengzhou land also ushered in a good opportunity for development in this period.In the fierce market competition of many banking institutions,homogenized products and services can not bring more added value.Bank brand has become the most core competitive asset of modern financial enterprises.Therefore,it is imperative for Zhengzhou rural commercial bank to strengthen its brand construction and management in order to stand out in the market competition and maintain its advantages.This paper mainly studies the brand building of Zhengzhou Rural Commercial Bank from the following five aspects: First,it studies brand-related theories and provides theoretical support for exploring how to optimize the brand building strategy of Rural Commercial Bank.Second,taking Zhengzhou Rural Commercial Bank as the research object,it conducted an in-depth analysis of its brand building environment,and explored the macro environment,industry environment and internal environment of Zhengzhou Rural Commercial Bank brand building,thus providing a basis for its brand building strategy.Third,based on the current status of Zhengzhou Rural Commercial Bank's brand building and the summary of the questionnaire survey,analyze the problems and deficiencies in the brand building process of Zhengzhou Rural Commercial Bank,and realize that in the process of brand building,there is still a low brand awareness Problems such as unclear brand positioning and the need to improve brand management.Fourth,actively seek countermeasures for the problems arising in the brand construction of Zhengzhou Rural Commercial Bank.Based on theoretical guidance such as brand positioning theory and integrated marketing communication theory,From strengthening the promotion of brand image,differentiated brand image positioning,innovation of brand image and strengthening brand management,this paper puts forward thedevelopment strategy of its brand building.Fifth,from the four aspects of institutional organization,human resources,incentive protection and system protection,it provides comprehensive protection for the implementation of Zhengzhou Rural Commercial Bank's brand building,and ensures its effective and orderly brand building.This paper takes the brand construction of Zhengzhou rural commercial bank as the research object,combines the macro environment,industry and market environment and internal environment of the financial market of the Rural Commercial Bank of China,analyzes the current situation and existing problems of the brand construction of Zhengzhou rural commercial bank by using the relevant theories of the brand construction,and puts forward the corresponding brand construction strategies,so as to promote the development of Zhengzhou rural commercial bank and other small and medium-sized banks in the same industry Step by step through brand building to enhance market competitiveness to provide some reference and reference.