The Research On The Brand Marketing Management Of Commercial Banks In Our Country

In order to carry out the management strategy transformation, our conutry commercial banks not only need to continuously carry on reforming innovation in the ideas of management, the management systems and so on but also need to do more to promote the brand construction to a new height and to develop the impetus and support function of brand construction fully in the bank management strategy transformation. The core of bank brand marketing is to develop a brand loyalty and to build up own loyal clients base.Generally the efficient brand management of commercial banks needs to experience three management stages, which are the management of brand popularity, the management of brand good reputation and the management of brand loyalty. The commercial banks establish the management systems of the relations between the banks and the customers by grasping the contents and main factors of own products, disseminations, position, culture, service...etc and finally realize the customers'satisfaction and the customers'loyalty.Nowadays in this the financial products and services rapid changes time, to make a famous bank brand is the market idea which the commercial bank superintendents must understand. The commercial banks should establish a brand or brand series and bring all merchandise innovation into the brands, by which it can make customers know and accept the familiar things and unfamiliar things in the familiar brands and also by which the commercial bank will build up a lasting good brand image and a lasting good enterprise image.