Research On Brand Promotion Strategy Of China Postal Savings Bank

The domestic financial sector is facing the competitive stage of survival of the fittest,which shows the characteristics of rich financial business types and rapid change.As A large state-owned bank listed in A + H shares,postal savings bank has A good brand foundation and excellent business strength,but social cognition still stays in the era of foreign exchange savings,which hinders the operational transformation of postal savings bank.In the final analysis,in the context of the new situation with information as the core,brand influence has become a winning strategy for financial institutions to "overtake on the curve".Taking postal savings bank as an example,this study discusses the promotion strategy of its brand image management,which is typical and practical.Taking the brand image management of postal savings bank as an example,this study USES the literature analysis method,case analysis method and comparative analysis method to study the brand image promotion strategy.First of all,this study takes the bank brand image management as the core,and analyzes the importance that Banks attach to brand management in the context of the new economy.It can be seen that the bank brand is an important element to reflect the personalized differences in financial business and to highlight the bank reputation and image.At present,domestic and foreign research results mainly explore bank brand promotion strategies from the two aspects of consumer preference and bank operation.However,due to the social nature of China,the research results on brand operation of large state-owned Banks are far less than that of small and medium-sized Banks.Based on this,this study defines three basic concepts of brand,brand image and brand management,and takes brand positioning theory,brand hierarchy theory,brand value theory and brand relationship theory as the theoretical basis of the research,and analyzes the current situation of brand image management of postal savings Banks.Secondly,comparing the introduction of large state-owned Banks,precise and thorough positioning the problems existing in the post office bank brand image construction,and analyzes its causes: the visual system to carry out the brand communication does not reach thedesignated position,brand system chaos,brand core demands are not clear,the brand image publicity and utilization does not reach the designated position,brand crisis management consciousness still is not perfected,brand construction team and brand management mechanism is not sound.Then,in order to complete the positioning analysis of the goal of promoting the brand image of postal savings bank,the main influencing factors of the brand image of postal savings bank are analyzed from three dimensions of enterprise,market and society by using the method of searching and monitoring public opinion information on the Internet.The influencing factors of enterprise dimension include organizational setup and talent cultivation,internal staff behavior management,and image construction of business outlets.The influencing factors of the market dimension include the competition of customers,the cost of collecting and saving money,residents’ consumption and financial management habits.The influencing factors of social dimension include economic environment and policy environment.It can be seen from this that the key factors affecting the brand image construction of postal savings bank are as follows: first,the internal construction level of postal savings bank is low,and the supporting force of brand competition is insufficient;Second,the postal savings bank is facing the dual occupation of other Banks and Internet finance,and the brand audience area is too small;Third,the cost of postal savings Banks is too high,brand innovation services are limited.Therefore,it is not difficult to position the brand image promotion goal of postal savings bank:first,to enhance the external competitiveness;Second,strengthen internal development force.Finally,based on the above research content,this paper describes the brand image promotion strategy of postal savings bank from three aspects:formulation,implementation and implementation guarantee.Selection of promotion strategy,including accurate brand positioning;Effectively promote brand communication and continuously achieve brand promotion.On the implementation of promotion strategy,including strengthening the integrated marketing communication;Enhance brand promotion and publicity;Enrich the connotation of brand image;Establish an organization that serves brand management.The implementation of the promotion strategy,including strengthening the foundation of brand management;Establish awareness of brand maintenance;Improve the brand image crisis management mechanism;Strictly implement the bank identification system;Increase expenditure on advertising;Strengthen the brand work team construction.This study focuses on the promotion strategy of brand image management ofpostal savings bank.On the one hand,it verifies the importance of brand image construction in bank operation and management,and supplements the empirical cases of relevant brand theories.On the other hand,it provides good decision-making basis for the brand management of postal savings bank,and provides strategic experience of brand management for other domestic Banks.