China Financial Enterprise's Brand Strategy Research

Since reformed and opened-up, China financial enterprises have been developed over thirty years which are gradually formed by banks, insurances, securities, funds and so on. Financial derivatives'market of Options, futures, authority card, currency exchange, foreign currency futures, interest rate futures, stock-index futures also got great developed. At present, our financial enterprise's outlets are already basically nationwide, the number of financial person is increased quickly, financial products and financial services are more diversified, Financial services are more convenient and on time. Many network financial terminals and financial services are out of the control of time and space. With the developing of financial enterprises, however, financial markets have been transformed from "the seller's market" into "the buyer's market"."The price war","the commissions war","the sales war", etc, are usually happened in financial industry. Foreign-funded financial enterprises are coming into China continuously which has increased China's financial enterprise competitive situation. It is inevitable for china financial enterprises to Construct financial enterprise core competitiveness and build financial enterprise brand.After learnt and reviewed domestic and oversea scholars'brand theories and brand strategy theories researches, first, the paper describe definitions of brand and brand strategy, the characteristics and functions of the brand, and puts forward brand strategy theory which is Constructed by six Section.: brand vision, brand positioning, brand identifying, brand extending, brand building, brand management. Second, the paper introduces the connotation and characteristics of financial enterprise, financial services and financial enterprise brand, and researches the development situation of Chinese financial enterprise brand, points out problems in the process of implementing brand strategy. Third, the paper describes the conception of brand environment and brand environment effect to brand strategy plan implementing. After that, the author analyzes China financial enterprise brand environment by PEST macro environment analysis, competition environment analysis and SWOT analysis, and summarizes opportunities, threats, advantages, disadvantages of Chinese financial enterprise which provides decision-making basis for China's financial enterprise brand strategy planning.Finally, the author proposed suggestions on implementation of Chinese financial enterprise's brand strategy by brand strategy theory's six section: brand vision, brand positioning, brand identifying, brand extending, brand building, brand management. Firstly, to clear financial enterprises brand vision which point out the direction of financial enterprises'brand strategy implementation. Secondly, effective segmenting China financial markets, then, according to financial enterprise resources characteristics, development goals, competitors, divided China's financial enterprises into four competitive roles: the market leader, market challenger, market followers, market stopgap, and then, giving suggestions and tactics on China financial enterprise market positioning and brand positioning. thirdly, through building up and improving corporate brand identity system, Cultivating enterprise's core competitive capacity, strengthening enterprise brand communication variously, enhancing the financial enterprise brand cultural connotation to build enterprise corporate brand. At last, author suggests financial enterprises keeping brand alive by financial enterprise brand management and right brand extension...