Brand Marketing Strategy Of Individual Business For Chinese Commercial Banks

With the development of china economy financial industry is functioning as a more and more important role in our society. However for the reason of severe competition commercial banks in china are facing strategic shift, which means shifting its focus from company business to individual business. Certainly there are a lot of reasons for the shift such as lower profit of company business strict capital requirement of BASELLⅡetc.Compared with advanced large banks in foreign countries, there are many problems in the fields of individual bank business in china .The most difficult problem is that customers usually have no idea to make a decision when they face a lots of banks with dim location and similar products. In the meantime commercial banks also have difficulties to conduct efficient marketing.According to brand economy, under the circumstances of overflow information we must reduce customers' selection efficiency if we want to improve a company's product efficiency .Only by means of brand foundation and brand marketing can commercial bank in china lower selection cost of financial customers ,improve selection efficiency and conduct efficient marketing.Financial customers have various levels among financial demands, which corresponds to human's social demands presented by Masluo. After having an analysis on the purchase process of customers we will find the phase of demand definition is most important to the whole five phases. The major result of this period is forming VOC(views on criteria),which is relevant to "default value behavior" acquired by customers in the past. Default value behavior has a closing relationship with brand. Brand foundation means the process of forming default value behavior.During the research of brand and customer behavior, we find the customers psychological rules to brand and brand's influence rules to customer behavior. On the basis of these rules, the thesis forms customer financial behavior function.In the last part, the paper discusses brand strategy to individual business marketing of Chinese commercial banks. According to brand's common meaning and economy definition ,on the basis of three strategic rules of brand economy and comparison of bank of America and china merchant bank the paper presents seven brand marketing strategy of china commercial banks .