Research On Brand Marketing Strategy Of Shanghai Pudong Development Bank Branch D From The Perspective Of New Media

Based on the continuous deepening of China’s informatization process,new media,as a product of the information age,runs through all aspects of people’s life and work.With the arrival of the new media era,the marketing means of banks are becoming more and more diversified.As a media,new media has become more and more influential in the market,providing new ideas and media for the brand marketing of banks.This paper studies the brand marketing strategy of Shanghai Pudong Development Bank Branch D from the perspective of new media,which has important theoretical and practical significance.It can enrich the relevant research of the bank’s brand marketing strategy based on new media,expand the relevant application fields of SWOT and PEST analysis methods,deeply analyze the brand marketing status of Shanghai Pudong Development Bank Branch D based on new media,and point out the direction for the brand marketing of Shanghai Pudong Development Bank Branch D ’s based on new media.The main research methods used in this paper are literature research and questionnaire survey.The literature research method mainly reviews the previous research of scholars in this field.On this basis,it is found that there is still a lack of research on the joint application of "SWOT and PEST analysis model" and "marketing funnel" to the bank’s new media brand marketing,which points out the way for this research.The questionnaire method is mainly used to investigate and collect employees’ satisfaction with the bank,as well as customers’ use of new media and their understanding Shanghai Pudong Development Bank Branch D,as the realistic data basis of this study,to provide a basis for the new media brand marketing strategy optimization of Shanghai Pudong Development Bank Branch D.This paper analyzes the internal advantages and disadvantages,external opportunities and challenges faced by the new media brand marketing of Shanghai Pudong Development Bank Branch D from a new perspective,using the "SWOT and PEST analysis model" and combining with the principle of marketing funnel,and analyzes the current marketing environment to more scientifically and comprehensively describe the current situation of Shanghai Pudong Development Bank Branch D,Based on the practical basis,this paper puts forward the problems existing in the brand marketing of Shanghai Pudong Development Bank Branch D from the perspective of new media: the brand positioning is ambiguous;Incomplete brand marketing;Insufficient brand publicity;The marketing content is obscure;The efficiency of consultation reply is low;The professional skills of marketing personnel are weak.On this basis,according to the problems analyzed,this paper puts forward the brand marketing strategy of Shanghai Pudong Development Bank Branch D based on the perspective of new media: improve the conversion rate of each link of marketing;Accurately target the brand;Strengthen brand publicity to enhance popularity;Simplify marketing content and increase browsing interest;Improve the speed of consultation response and strengthen marketing interaction;Train professional marketing personnel to improve marketing skills.Finally,suggestions are made for the guarantee measures of brand marketing of Shanghai Pudong Development Bank Branch D: improve the service level of outlets;Increase investment in brand marketing;Strengthen reputation risk management;Strengthen the professional quality of personnel;Establish and improve brand management rules and regulations.