Brand Consciousness And Brand-building Attempt Of China's Domestic Commercial Banks

In the past few years, China's commercial banks have actively turned to the retail banks. Along with this process of change is the increasingly fierce competition. How to come to the first in the competition, China's commercial banks should choose brand-building as the strategy.Compared with the international mature banks, including China Merchants Bank, China's banking sector generally still has a long way to go in brand building. There are a lot of problems within China's commercial banks. Such as, the lack of deep understanding on the brand, not enough clear brand opinion, not enough outstanding brand image and brand operating system is inadequate. Building a strong brand has become the prerequisite condition for China's domestic banking sector sustainable development.China Merchants Bank brand is relatively more mature in local commercial banks' operating. At present, China Merchants Bank established a relatively complete brand system and brand marketing system, which is based on a database. It reforms the concept of brand, customer flow and the corresponding service system. In the relatively clear idea of the brand, brand system, external brand symbols, brand operations, China Merchants Bank is full of new banking concept. The bank is more like a stage for the consumer to achieve the dream. However, all these are based on the deep understanding of the brand operation and the positive building of China Merchants Bank. In other words, this integration associated with all aspects of social life, but it comes from the process of civilization in modern society. Or it can be said that it benefit from this reform of the local commercial banks ,which are represented by China Merchants Bank. Chinese market has the deep restructuring opportunity and consciously practice. And this interactive process will significantly affect the future development of Chinese society.