China Merchants Bank Zz Branch Brand Management Improvement Research

Brand as a business to deal with uncertainty,enhance consumer confidence in products and services,effective mechanism for enterprises to pass core values,the establishment of consumer loyalty have a greater role in modern society,especially the trend of economic globalization,Help enterprises to obtain the core competitiveness of the key.In recent years,China’s banking business model tends to homogenization,in order to maintain the leading level in the same industry,various banks around the product innovation and service brand marketing,the bank has entered the "brand era." Want to continue in the highly competitive banking market,bank brand management is essential.Based on the perspective of ZZ branch of China Merchants Bank,this paper analyzes the current situation of brand management of ZZ branch of China Merchants Bank,and analyzes the existing problems of brand management of ZZ branch of China Merchants Bank in the form of in-depth interview.The Secondly,based on the current brand management level of Citibank and HSBC,this paper puts forward the brand of ZZ branch of China Merchants Bank from the internal perspective and marketing perspective based on the basic principles of brand management improvement in ZZ Branch of China Merchants Bank Management improvement program.Finally,from the establishment of a sound brand system,the establishment of services in the brand management organization,optimize and optimize the brand communication methods and the establishment of brand maintenance mechanism and brand management security system in four aspects of the China Merchants Bank ZZ Branch brand management improvement program implementation steps,and At the same time,in order to ensure the scientific and effective implementation of the improvement measures,put forward in-depth implementation of the "change because of you" brand culture,enhance brand promotion and publicity,increase product and service innovation and establish brand awareness four aspects of safeguard measures.This research has great application value,and its innovation is mainly reflected in the diagnosis of the status of China Merchants Bank brand management,and proposed to improve the ZZ branch of China Merchants Bank brand management improvement program,the study of China Merchants Bank ZZ branch of the brand management has a certain Practicality,at the same time,it can also provide reference and reference for the brand management of commercial banks in China.