Brand Development Strategy Of China Postal Savings Bank Study

With the development of China's financial reform and the rapid change of financial products and services, the characteristic of commercial banks and the homogeneity of bank's financial services are getting more and more evident. The competition between commercial banks is growing in intensity. In 2006, the interim of China's entry into WTO will finally come to an end, and China's financial market will be open to the world. China's commercial banks will directly face the intense competition of formidable, powerful and famous international financial institutions. And the competition of the financial market will transform rapidly to the competition of brands, which perfectly reflects the comprehensive quality of commercial banks. So, it is an important method of improving banks' competitiveness to set up banks' own brands. At the same time, it is also the objective requirement of commercial banks' development and the demand of customers to implement the banding strategy.However, for a variety of reasons, China's commercial banks had not recognized the important of branding strategy earlier. At present, commercial banks in China have just been in the primary stage of their branding, so they are now urgently in need of the strong brands of their own. With such a background, this thesis makes a deep and systematic research on branding strategy of Postal Savings Bank of China.This thesis begin with the research of brand theory and marketing of commercial banks of modern times, integrated with a great quantity rich materials, illustrates branding development, branding competition, branding strategy of Postal Savings Bank of China. This thesis can be divided into four parts: the first part mainly illustrates the background, object, significance and method of this research. The second part mainly illustrates the literature review, including the review of brand and the review of financial brand. The third part mainly concerns on the branding development of Postal Savings Bank of China, including history, present condition, existing brands, the analysis of branding competition and the problems and reasons of branding construction of Postal Savings Bank of China. The forth part concerns on the systematic analysis of the implementation of branding strategy of Postal Savings Bank of China, including branding construction, brand positioning, brand extending, brand maintaining. The forth part discusses the further advice of strategy of branding development of Postal Savings Bank of China, put forward Postal Savings Bank of China should pay attention to seven aspects when developing brand.