The Research On Branch H Of BOC Brand Management Improvement Programme

The brand construction of China's commercial banks is lack of innovation,has not yet established a system of brand management, brand protection and other issues. These problems show that the banking industry in China has obvious shortcomings in the brand management and construction. This paper is based on the problem that the Chinese bank H branch brand management, it is necessary to establish a good brand image H branch, we must establish a brand management awareness, develop a brand strategy in line with their own development,and strengthen the cultivation of talents, pay attention to the maintenance of the brand, the brand value of real H branch and enhance the overall strength of the. The results of this program are designed to deal with the market competition and build its own brand,brand value is a reference for other commercial banks.First of all, the paper analyzes the current situation of the H branch of China's Bank of China, finds out the main problems in the development of H branch in the four aspects: the brand culture construction mechanism is not mature, brand maintenance, brand design and product design. Based on the above problems, this paper combined with the development of H branch, the successful experience of domestic and foreign banks in brand management, and finally put forward the method of improving brand management and safeguard measures of H branch of Bank of China. In addition,the article also provides a guarantee for the smooth implementation of the H branch brand management program, thereby enhancing the competitiveness of enterprises. It is worth noting that this thesis adopts a combination of quantitative and qualitative research methods, which makes the research on brand management more objective and more instructive than the development of H branch.