The Brand Construction Research On HB Branch Of China Post Savings Bank

After nearly 40 years of rapid development,China's financial industry has made good achievements.However,with the deepening of China's financial openness and the influx of foreign banks,they participate in the domestic financial market competition by virtue of their famous international brands,which poses a great challenge to China's commercial banks.At the same time,Internet finance is developing rapidly,domestic financial reform is deepening day by day,internal competition in China's financial industry is becoming more and more intense,and the homogenization of products and services is becoming increasingly obvious,Banking products and services have changed from seller's market to buyer's market,and the competition among banks has also changed from business and product competition to brand competition.Therefore,it has become an urgent task for commercial banks to speed up the construction of financial brand.The Postal Savings Bank of China was founded in 2007,and in just 13 years of development.Through continuous brand promotion,PSBC has initially established the brand image of the full-functional commercial bank with the largest network scale,the widest coverage,the largest number of customers,and the provision of inclusive financial services.However,with the deepening of the reform and development of PSBC,some deep-seated problems have gradually emerged.The internal expectation,requirement and increasingly complex external environment bring huge challenges to the brand building and management of PSBC.Especially in 2016,PSBC listed in Hong Kong and successfully listed in A share market in 2019.In order to achieve long-term development in the highly competitive commercial bank market,higher requirements were put forward for brand management.This paper takes HB branch of Postal Savings Bank as the research object,on the basis of a comprehensive review of the relevant literature on brand management of existing brands and banks,this paper,by using two methods of questionnaire and interview,aims to understand the public's cognition and suggestions on the brand status quo of HB branch of the Postal Savings Bank.And the survey results of a comprehensive and in-depth analysis,to findout the problems of the postal savings bank in HB branch brand building,analysis of the reasons,find out the appropriate solution to the postal savings bank in HB branch brand building.Finally,the paper expounds the specific measures of the brand construction from five aspects: the brand construction plan of hebei branch of postal savings bank,the construction of characteristic brand culture of the bank,the strengthening of brand communication and promotion,the emphasis on reputation risk management,and the establishment of the cooperative mechanism of brand management between Postal companies and PSBC.This paper expounds the concrete measures of brand construction.This is of practical significance for the postal savings bank to improve its brand management ability and enhance its core competitive advantages.