Research On Brand Marketing Strategy Of China Guangfa Bank Hangzhou Branch

China Guangfa Bank Hangzhou Branch,as the first national joint-stock commercial bank established in Zhejiang Province,has become a provincial financial institution with certain brand influence after 22 years of development.In particular,Guangfa Credit Card has become a "golden business card",which ranks first in Zhejiang banking industry in terms of card issuance,trading volume,trading frequency and earnings.With the development of Zhejiang economy,China Guangfa Bank Hangzhou Branch has experienced brilliance and the test of asset quality.Its shortcomings in brand marketing communication,brand marketing channel expansion and brand personality positioning also emerge.This paper will take the brand marketing strategy of Hangzhou Branch of Guangfa Bank as the research content.Firstly,it summarizes the research status of brand marketing at home and abroad,as well as the relevant theoretical basis.Subsequently,the status quo of brand marketing is analyzed in detail,and the advantages,disadvantages,opportunities and challenges of brand marketing are summarized and analyzed based on questionnaires and expert interviews.Finally,based on SWOT four aspects of brand marketing influencing factors to establish a model,carry out hierarchical analysis,draw the conclusion of brand marketing strategy.It is suggested that it should seize the advantages of brand image and service experience,seize the development opportunity of "digital finance" and carry out comprehensive financial strategy.At the same time,we should improve the disadvantages of outlet channel marketing and brand communication,concentrate on the differentiated development of resources,and establish a unique brand marketing program.Through this study,it is helpful for China Guangfa Bank Hangzhou Branch to improve brand marketing methods under the realistic background of economic transformation,industry change,consumer demand upgrading and brand communication mode change,and then improve enterprise management level and customer satisfaction,enhance business efficiency,brand influence and market competitiveness.