Research On The Construction Of Tourism Finance Brand Of J City Commercial Bank

With the slowdown of global economic growth,the rapid growth of asset size and profits of commercial banks is difficult to sustain.As a competitive weak among commercial banks,urban commercial banks are facing severe survival challenges.At the same time,bank brands have gradually become the most core competitive assets of modern financial enterprises.In order to fully rise in the increasingly severe homogeneous competitive environment,urban commercial banks urgently need to carry out differentiated positioning development and strengthen the construction of differentiated brands.With the gradual liberalization of the country’s prevention and control of the COVID-19,China’s tourism industry will usher in a wave of restorative growth.The status of tourism as a strategic pillar industry of the national economy will be more consolidated,and the cross-border integration of tourism finance will be further promoted,so as to achieve the in-depth integration and development of tourism and banking.J City Commercial Bank(hereinafter referred to as "J Bank")introduced China Travel Service as a strategic investor in 2012,and established the development strategy of "tourism+finance+Internet".In this context,J Bank should take advantage of the situation and strengthen the construction of tourism finance brand.This paper takes the tourism finance brand construction of Bank J as the research object,through literature analysis,survey analysis,case analysis and other analysis methods,using PEST analysis and Porter’s five forces model and other analysis tools,combined with the bank brand construction and tourism finance related theories,studies the tourism finance brand construction of Bank J from the following three parts.Firstly,taking J Bank as the research object,conduct in-depth research and analysis on the macro environment,competitive environment,and self resource capabilities of its tourism finance brand construction,in order to provide a basis for its brand construction work.Secondly,based on external questionnaire surveys and internal interviews,the current situation and existing problems of J Bank’s brand building are summarized and analyzed.It is recognized that there are still problems in the process of brand building,such as a lack of brand strategy planning,unclear brand positioning,incomplete brand image,unreasonable brand dissemination,and weak brand maintenance.Finally,in response to the current situation and existing problems of J Bank’s brand construction,a targeted tourism finance brand construction plan and guarantee measures have been designed and formulated.The brand building plan proposed in this article will effectively promote the development of J Bank’s tourism finance brand and enhance its core competitiveness.At the same time,it also provides certain reference and reference for other small and medium-sized banks in the same industry to improve their brand building capabilities and better create differentiated brands.