The Study For Brand Strategy Of China Merchants Bank

Today, rapid development of economic and financial globalization faces complicated domestic and international environment. The degree of financial products and services becomes deeper, and the level of risk control continues to increase.After years of development, the brand of China Merchants Bank has created a perfect system, but based on changes in the external situation and the internal business transformation, the corresponding brand-building has not been timely self-improvement.Through summarizing the commercial banks by the brand and strategy, this paper focuses on brand analysis of China Merchants Bank., including external and internal factors, from both the strengths, weaknesses, opportunities and threats. To take brand evaluation on factors of the four aspects by using SWOT model to demonstrate that brand building of CMB holds a leading position in the same industry. Further is China Merchants Bank must select ST brand strategy, give full play to the advantages, avoid the threat and then propose a solution, ultimately format the brand strategy, i.e.to build into a modern bank base on retail banking business and corporate banking business and the traditional and non-traditional business to strengthen the promotion of the rapid development of business combination modern bank and put forward suggestions on the implementation of brand strategy.