The Research Of Building Brand Strategy Of A New Comer In Competitive Environment

With the development more than ten years, the marketing scale of creditcard is increasing sharply. There are about400million credit cards issued inthe past years. With the rapid market expansion, the competitions of Chinesecredit card centers are getting more and more extensive, the products aregetting similar. It is difficult to establish long-term competitive advantage byattracting and remaining customer with low price strategy and sales discountsimply.All of domestic card centers somehow knew the importance of branding.They want to promote the one as the first option of the target clients. But veryfew cards has clear brand image which can help them differentiatethemselves from other, except China Merchants Bank. The branddevelopments of four big state owned banks are even slower than other commercial banks.Because of so many negative news, people are losing their confidence,trust and patience on the bank industry even it link to everyone’s life, policy,and economy. The Credit Card Center of Pingan Bank, issued by aninsurance group, is a new comer in this financial industry.The article focuses on The Credit Card of Pingan Bank. Based on basictheory about branding position and brand strategy, the problems and marketenvironment of the Credit Card of Pingan Bank were analyzed by the macroenvironment, competition, and SWOT model. According to the businesscharacter of Pingan Bank, the proposal of Different Brand Positioning andpractical action to implement the brand strategy would be given.Hoping this research can be a reference for some new bank brands toestablish different brand positioning and branding strategy. Meanwhile, wecan find in this article that brand links to the competence of a enterprise. Agood brand can also give the company competitive advantage and profit. Ihope this opinion can help to change the mind of some management peoplewith purely sales oriented mindset.