Research On Brand Management Optimization Of Rural Commercial Bank In N Region

At present,the economic situation in our country has undergone great changes,and the downward pressure on the economy has been increasing,leading to increasing competition among banks.At the same time,with the deepening of our country’s financial reform,the banking industry has entered the homogenization stage in financial products and services,and the competition in financial market has entered the second half of the competition,that is,the competition of financial brands.Rural commercial banks play an important role in our country’s financial system,which is the financial link between the government and farmers and has profound and irreplaceable significance to serve rural economy and society.However,although the development of rural commercial banks has a long history,the size of assets and corporate influence,but their own brand management deficiencies are also obvious.Therefore,in the process of deepening the reform of rural finance in our country,and under the environment of increasing farmers’ demand,how to improve the brand construction level of rural commercial banks has become one of the focus of attention in the new period.This thesis takes financial brand management as the core and comprehensively reopens the branding process of N area agribusiness bank.First of all,the basic situation of N Area Agribusiness Bank is summarized,along with the continuous improvement of enterprise management,the brand management work of N Area Agribusiness Bank is summarized from many dimensions such as brand positioning,brand image and brand communication,and the brand construction system,brand communication mode and brand management measures of N Area Agribusiness Bank are combed.Then,through the customer questionnaire and interview research,and combining with the local natural advantages,the problems existed in brand management in N area are found: insufficient customer recognition,insufficient brand communication and poor brand evaluation.It is pointed out that the formation of N area agribusiness bank brand management problems is: management awareness is not comprehensive,brand positioning is not accurate,brand dissemination is not sufficient,brand development is not perfect.Based on the theory of brand management and the actual situation of banks,this thesis puts forward the optimal strategy from the aspects of brand strategy,brand positioning,brand marketing and brand culture.Finally,the corresponding safeguard measures are put forward for the successful implementation of the brand management optimization strategy.In this thesis,in the process of studying the brand management of agricultural commercial banks in N area,combining with the characteristics of small and medium-sized rural banks in our country,the theory of brand positioning,brand recognition,brand image,brand culture,brand communication and other theoretical knowledge are transformed into operational methods.Aiming at the comprehensive analysis of "N Area Agribusiness Bank",the author puts forward some effective countermeasures such as implementing brand management strategy and enhancing core competitiveness of enterprises.This will provide some thoughts for promoting the quality development of small and medium-sized rural banks in the background of the times,and provide reference for other small and medium-sized banking financial institutions.