Research On The Problems And Countermeasures Of Jiujiang Bank Brand Marketing

With the acceleration of economic globalization,the competition of commercial Banks is becoming increasingly fierce in the current financial industry.For China's commercial Banks,with the continuous improvement of market development in China,commercial Banks are facing unprecedented competition in the process of operating products and carrying out business.Caused financial reform the further deepening of the increasingly intensified competition in the banking sector,each big commercial bank homogeneity trend is more obvious on products and services,product between alternative degree increase.From the perspective of customers' choice orientation,complex psychological and emotional factors have become the important factors affecting the choice of customers,so the choice of customers tends to be diversified and personalized.In this case,Banks generally choose to differentiate themselves from other commercial Banks by increasing their brand value to shape their competitive advantage.After China's accession to the WTO,a large number of long history,brand loud,large scale,well-funded,experienced veteran foreign Banks into China,to the already fierce competition in Chinese banking becomes more tense.In this situation,as a young bank,it has become a very important and urgent task for jiujiang bank to shape its excellent brand as soon as possible.Jiujiang Banks have realized that: in the face of increasingly fierce financial competition,through the perfect brand marketing,to provide differentiated products and services,the introduction of modern commercial bank management idea and the pattern is very necessary,jiujiang Banks want to combine their own actual situation,established advantages into full play,foster strengths and circumvent weaknesses,gradually shape has its own characteristics of brand image,to form a new market competition ability.In this paper,starting from the brand marketing and brand management of commercial Banks,the brand management of the related research results at home and abroad are summarized,through the use of advanced research results both at home and abroad,at the same time in jiujiang Banks as the research object,analyzes the specific content of the brand marketing,through the SWOT analysis was carried out on the bank of jiujiang brand marketing,brand marketing of jiujiang bank comprehensive overview and summary,intuitive display of jiujiang bank brand marketing status quo.At bank of jiujiang,there are still some problems in the brand marketing,the existence of these problems are not conducive to jiujiang bank smoothly conduct financial business,based on the analysis of jiujiang bank after the problems existing in the brand marketing,combined with advanced research results both at home and abroad,aiming at jiujiang bank brand marketing development put forward his own suggestion,work for jiujiang Banks better able to carry out brand management,promote the development of jiujiang bank all contribute their strength.