The Research Of The Model Of Commercial Bank Brand Equity Based On CBBE

In the global wave of mergers and acquisitions in 1980s, brand was normally sold several times over its assets. Since then, the special value of brand has aroused widespread concern, and the concept of brand equity was born. In face of the fierce competition in the market, build brand equity and enhance and maintain the brand equity, have become the core content in enterprise management, and the key factor to obtain the sustainable competitive advantage.With the full liberalization of China's financial industry, more and more powerful foreign financial enterprises enter in it. Commercial bank as China's financial domain prop, its developing situation relates to our economic security. How to win and maintain long-term competitive advantage is an important issue which the managers of banks and the industry supervisors must face to. Building bank brand equity is a good answer to the problem.It takes the commercial bank developing situation as the background, takes the CBBE as the key point, and takes the whole brand of the retail business of commercial bank as the object in the study. In the foundation of summarizing the domestic and foreign scholars study on CBBE and SBE, it outlines the Chinese consumers' bank brand knowledge chart through the depth interview, and then constructs the model of commercial bank' CBBE. It also carries on the examination and the revision through the real diagnosis to the model. In the final model, it emphasizes the basic influence factors of the bank brand equity indirectly affect the market performance factors through the middle variables, the brand attitude and the brand relationship. It also emphasizes the vital role of the service sensation quality/service experience factor in the basic influence factors. Finally, it discusses and analyzes the conclusion of the study, and hopes the study to play a simulative role in our commercial banks' brand building and management.