Research On Brand Management Strategy Of Z Bank In Yantai City

Since the middle of the 20th century,the most rapid development of the global economy is the tertiary industry,among which service industry accounts for an increasing proportion.As a force that cannot be ignored in the service industry,the financial industry plays an important role in the economy of every country in the world.Today,with the continuous development and changes of economic globalization,the reform of China's financial industry is also deepening.In such an external environment,the overall pattern of China's banking industry is also inevitably undergoing great changes.From the earliest state-owned Banks to the present situation of three-way competition,joint-stock Banks and local Banks are rising strongly.Under the background of economic globalization,marketization and informatization,financial brand is becoming one of the important factors affecting the international competitiveness of China's banking industry.On the current international financial industry between the increasingly fierce competition,the brand as an important part of the financial industry,to gain a competitive advantage cannot be ignored,now the world's largest financial firms have made a lot of work in the brand construction,with the continuous development of the brand grab a bigger market,the pursuit of better performance.For China's financial industry,especially for Banks,only by making efforts to create their own well-known brands and further enhance their core competitiveness,can they compete with foreign Banks with excellent brand assets and strive for a broader market prospect and better customer resources.Promoting the construction of financial brand is not only in line with the objective law of the internal development of the financial industry,but also in line with the requirements of the increasingly fierce global competition in the external environment.Among them,yantai Z bank,as a member,is also growing.However,due to the current fierce competition environment and internal factors,as well as the great pressure brought by other competitors,the brand management strategy research of Z bank in yantai has not made great progress.Therefore,brand management strategy research is an extremely important task to enhance the competitiveness of Z bank industry in yantai city and improve the popularity of the industry.Many experts and scholars in the industry and academia have gradually paid attention to the research on brand management strategy of Banks and conducted some researches.However,due to the late development,the research on brand management strategy still lacks relative regularity and systematicness.This paper by using the market marketing and communications,intangible assets and brand management,and other related theory,discusses some law of bank brand management strategy,on the basis of theoretical research at the same time,with the aid of yantai Z bank as an example of empirical research,and work for its brand management strategy analysis research,ask questions and find the specific scheme to solve the problem,hope can give after banking brand management strategy research work provide certain reference.This paper adopts the method of empirical research and adopts the form of questionnaire survey to take the bank Z of yantai city as an example to explore its current situation and problems in brand management strategy and find solutions.The conclusions drawn from the empirical study provide some Suggestions for the brand management strategy research of Z bank in yantai city.