Study On Improvement Of Lanzhou Bank's Brand Management

With the increasing degree of financial globalization,the wave of financial liberalization has become more and more fierce.China's financial market has opened up further,domestic financial reforms have deepened further,state-owned commercial banks,joint-stock banks,foreign banks and city commercial banks have developed rapidly.The competition in financial markets has become increasingly intense.The homogenization of products and services has become increasingly evident.The financial “buyer market” has gradually taken shape,and the financial market has rapidly shifted from financial products to financial brands.From the business positioning of “provide financial support for small and medium-sized enterprises” to “serving local economy”,“serving small and medium-sized enterprises” and “serving urban residents”.With the rapid development of financial science and technology,with the opportunity for economic development to enter the new normal,city commercial banks are also faced with excellent opportunities and new challenges.To achieve a stable market share in the ever-increasing competition,it is necessary to provide distinctive products and personalized services,strengthen market-oriented,customer-focused brand management,and create their own strong bank brand.This paper takes Lanzhou Bank as the research object,systematically reviews the related literature review of the existing brand and bank brand management,and through questionnaires and interviews research methods,the brand status of Lanzhou Bank has been comprehensively and deeply studied.Based on the analysis of the internal and external factors,the SWOT strategy model starts from the four aspects of strengths,weaknesses,opportunities,and threats to evaluate the brand,and analyzes the existing brand management of Lanzhou Bank.Then,drawing on the brand management experience of Beijing Bank,China Merchants Bank,and U.S.Community Banks,this paper elaborates on the need for Lanzhou Bank to optimize its brand management,and proposes corresponding policies for the overall structure,organization,and related processes of existing brand management.The optimization plan will strengthen brand management from the four aspects of image power,organization power,market power and product power,and fully implement the brand culture construction from the three aspects of innovation culture,marketing culture and development culture.Builds the brand service system that taking the formulation of customer satisfaction as the goal,the customer relationship as the core,the banking as the center.