在我国农村经济发展的过程中，由于经济发展程度的不均衡，导致其对农村金融服务的需求呈现出多样化和个性化的特征。在这种背景下，作为农村金融主力军的农村信用社，对改革的要求就更为迫切，如何对其品牌进行定位、管理和提升也就成为重中之重。另一方面，拥有较多品牌经验的商业银行陆续将网点向城郊、农村拓展，显然再度向农村合作银行的品牌建设提出挑战。鄞州银行作为全国首家农村合作银行，一直积极投身于农村信用社管理体制改革的工作，并始终走在我国农村金融改革的前沿，对鄞州银行的品牌建设工作进行研究，具有重要的实践价值和指导意义。 本文从鄞州农村合作银行的品牌现状入手，通过问卷调查其在界定品牌管理、品牌维护等相关概念，揭示机理的基础上，提出建立鄞州农村合作银行品牌建设的运营创新机制。对鄞州农村合作银行的品牌定位展开分析，探讨其运营模式现状、存在问题、原因及面临的挑战，在此基础上，具体探讨品牌管理的改革，并为鄞州农村合作银行的品牌创新的运营模式创新提出具体的操作建议。 调查结果发现，鄞州农村合作银行在近十年间，取得了瞩目的发展成就，已经成为全国的农村合作银行标杆之一，但发展中的诸多问题也逐渐暴露出来，尤其是成立初期对品牌的理解与认识不够，推广效果不佳的弊端也日益显现出来。从调查问卷来看，鄞州农村合作银行在品牌认知度、品牌文化、金融服务以及网点设置上的问题，都是品牌建设不足的表现。 本文认为鄞州农村合作银行品牌管理是以客户为中心，并结合公益开展、微博维护、产品开发的层面进行有力补充，为建立良好的品牌推广系统提供方向性指导。本文强调指出，品牌建设应该在充分了解农村合作银行自身定位的前提下，坚持并加强统一领导，推动理念创新，集中设计、整体部署、循序渐进、阶段突破，同时借鉴国际经验和结合国情行情，采取综合渐进的策略循序进行。

In the process of development of the rural economic in China, the imbalance of development of economic, causes the demand for rural financial services present a diversified and personalized features. In this context, as a main force in rural finance of rural credit cooperatives, the requirement of reform is more urgent, how to positioning the brand, management and promotion has become a top priority. With more brand experience, on the other hand, commercial Banks have branches to suburban, rural development, clearly once again challenge the brand construction of rural cooperative bank. Yinzhou bank as the first rural cooperative bank, has been actively involved in the management system reform of rural credit cooperatives, and always walk at the forefront of China's rural financial reform, the study of yinzhou bank's brand construction, has important practical value and guiding significance. Starting from the brand status of yinzhou rural cooperative bank, through the questionnaire survey in the definition of brand management, brand maintenance and other related concepts, this article proposes how to construct the operation mechanism innovation in yinzhou rural cooperative bank brand on the basis of the revealing of the mechanism. Brand positioning analysis of the yinzhou rural cooperative bank, discuss its operation mode present situation, problems, reasons and challenges, on this basis, the concrete this paper probes into the reform of the brand management and brand innovation of yinzhou rural cooperative bank operation mode innovation put forward the concrete operation Suggestions. Survey found that yinzhou rural cooperative bank, has achieved remarkable development achievements in recent ten years, which has become one of the national rural cooperative bank benchmark, but many problems also gradually exposed in the development of, especially the early understanding of the brand and understanding is not enough, the disadvantages of promoting the effect not beautiful also increasingly apparent. From the questionnaire, yinzhou rural cooperative bank in brand recognition, brand culture, financial services and the problem on the network Settings, are performed by the lack of brand building. This paper argues that brand management of yinzhou rural cooperative bank is based on customer as the center, and combining the public welfare, weibo maintenance and supplement forcefully to the level of product development, to establish a good brand promotion provide directional guidance system. This article emphasizes that brand construction should fully understand the rural cooperative bank under the premise of its positioning, insist on and strengthen unified leadership, pushing forward the innovation of concept, focus on design, the overall deployment, step by step, stage, at the same time, draw lessons from international experience and combined with national conditions, take comprehensive evolutionary strategy step by step.