Research On The Problems And Countermeasures Of China Merchants Bank Brand Management

In the environment of market and international competition increasingly fierce,the brand has become a commercial bank to expand market share and consolidate the market position in the process of public relations name card,brand management has become a hot topic of concern banks.In this paper,China Merchants Bank as the research object,based on the systematic review of the relevant literature on brand management,interviews with different groups of people,in-depth analysis of the problems and causes of China Merchants Bank brand management.On this basis,the paper puts forward the improvement scheme and concrete measures.The main problems of China Merchants Bank brand management are lack of innovation ability,brand characteristics are not prominent,flat centralized brand management organization model behind.These problems are mainly due to the strategic development of China Merchants Bank brand construction and enterprise is not the same,the lack of refining the core value of brand and sublimation,low technological content of products,easy to imitate,contradiction of brand building long-term and short-term economic benefits,brand management organization mode has not adapted to the development of the brand.In the analysis of brand management problems and reasons put forward above,put forward the following solutions: the integration and innovation of brand value system,organization innovation,transformation of information management system for the operation of customer oriented service team construction,gradient.In order to further improve the implementation of brand management program,and then refine the proposed five steps.First,combining with enterprise strategy,brand brand management organization system;second,vertical gradient settings and team building;third,dynamic maintenance to enhance the brand value,brand culture;fourth,leveragingthird party network platform for cooperation to promote the brand;fifth,build brand crisis prevention mechanism.The inadequacies of the article is that the theoretical basis of the topic is not enough systematic and perfect,the depth of the study is still inadequate.