品牌是企业与消费者的互动关系,金融品牌构建需要以消费者洞察为起点。关注金融消费者还有以下原因:首先是金融业务重心发生转移,过去是以公司业务为主,现在向零售业务为重心转移;第二个背景是营销从“产品导向”向“顾客导向”发生变化,过去的营销思维是紧盯竞争对手,导致产品设 Brand is the interactive relationship between business and consumers, financial brand building needs consumer insight as a starting point. Focus on financial consumers are the following reasons: First, the shift in the focus of financial business, the past is mainly based on the company’s business, and now shift to focus on the retail business; the second background is the marketing from “product-oriented ” to “customers Steering ”changes, the past marketing thinking is focused on competitors, leading to product design