A Research On The Studies Of Wealth Management Brand Promotion For Bank A

Under the background of financial deepening reform,commercial Banks face the dual competitive pressure of diversified financial external environment and competition environment of the same industry,and the mode of high-speed growth does not exist.The brand is about whether a bank can maintain the long-term competitive advantage of the important factor,the good brand will bring the continuous value to the enterprise.Modern wealth management brand building is aimed at the integration of financial services for individual high-end customers,with clear objectives and operational procedures,and the brand building is becoming more and more mature.Rapid growth of domestic high net worth population,remarkable increase of residents' wealth management consciousness and residents to the will of the assets held by the value is more intense,the willingness to develop personal wealth management business of commercial Banks have created opportunities,challenges,wealth management brand become an important competition strategy.on the basis of brand operation,wealth management,and other related theory,with A bank as the research object,based on the related data,organization of read A bank for customers to carry out questionnaire survey and interviews with experts face to face,found A bank wealth management business on brand management exposed many problems: such as brand features prominent,target positioning is not clear;The brand reputation is not enough,the continuity is poor;The brand communication mode needs to be improved,the team building needs to be strengthened;The brand management cannot keep pace with The Times,the importance of the degree needs to be improved.Through the analysis,it is concluded that the reasons for the brand management problems of bank A are not enough to be managed,which is easy to compromise in the short-term interest;The customer layering maintenance system is not perfect;There are three aspects to the problem of assessment motivation.In this article,through analyzing the external environment and internal ability,it is suggested that when A bank wealth management brand,pay attention to from the aspects of innovation,maintenance,promotion and channel depth of brand strategy and path: one is the innovation characteristic brand,optimize the structure of the customer,make financial market experts;The second is to improve the brand reputation,refine the core value,and launch the combination marketing strategy;Third,enhance brand awareness,strengthen media publicity and make full use of talent strategy;Four is focus on channel integration,implementation of data mining,cross-border cooperation,but also from the organization,personnel,performance evaluation incentive and information technology point of view put forward the corresponding brand operating safeguards.