Research On “Ping An Cheng Zi” Brand Communication Strategies

With the development of the Internet, Internet financial products continue to emerge, Ping A n Bank took the lead in the electronic banks for young people develop a "Ping An Cheng Zi" bran d products. "Ping An Cheng Zi" is the innovative Internet financial service of Ping An Bank, whi ch uses the Internet platform provides more advanced and simple financial services for the young er target market."Ping An Cheng Zi" brand positioning is "the young bank." Its target customer are youth ran ging from 25-45, they are accustomed to digital life, paying attention to experience, they also pur suit of efficiency, simplicity, and emphasis on personalized and intelligent. "Ping An Cheng Zi" a s a product brand of Ping An Bank which is specifically for the younger market,its services are no longer depend on the offline entity outlets, services and products are all benefi cial to customers through convenient, simple operation to complete the purchase.Today,in the fie rce development of Internet financial, "Ping An Cheng Zi" brand is also faced with opportunities and challenges.Through research we found that the market awareness of "Ping An Cheng Zi" is very low;its target consumer use ICBC more frequently, Construction Bank and other electroni c bank,the market share of "Ping An Cheng Zi" is low. The target consumer of "Ping An Cheng Zi" rarely come into contact with the propaganda of "Ping An Cheng Zi", the brand lack of effective brand communication strategy.By analyzing the current brand communication strategy, combining questionnaires, intervi ews and related theories,we sort out the existed problems in " Ping An Cheng Zi" brand communi cation strategy.Finally, draw the conclusions of the "Ping An Cheng Zi" brand communication stra tegy, look in the future of the brand and give advice on its development.