| Economic development is the common concern and an important topic for all countries. The function of finance has aroused great concern in the society, just as land, capital, labor and new technologies. Finance is not only close related to a country's economic lifeline, but also every society member. As far as the commercial banks are concerned, they have not only touched every aspect of common people but also obtained crucial significance for the national economy as the center in the financial stage. Among them, foreign banks become a popular topic of academic research because of their strength, standardized management, and successful brand effect.Statistics have shown that that at present academic researches in China concentrate more on the foreign banks from the perspective of finance, legislation, management decision-making process,. In the research of banking service quality, customer satisfaction, customer loyalty relationship between the structure of Empirical Study., some scholars found that the image of the banks have an important impact on customer loyalty. Accordingly, in the study of retail banking brand equity measurement study, the measurement of brand image is also an important dimension, the study of domestic brand image of the banking industry has gradually become prevailing, but studies concentrating on consumer behavior of commercial banks research are still rare in China. Existing studies have proven that the country of origin effect exist in consumer purchase decision origin, tangible or intangible products in the consumer's decision-making process has been the topic of a considerable amount of research. For different types of products in different regions of different cultural backgrounds and competitive situation, the COO effects are also diversified. According to statistics, in current economic transactions, financial transactions accounts for 95% and barter trade only 5%. International financial services in the international economic development play a decisive role. The level of the financial services of one nation decides its level of economic development. Whether a country's level of Economic Development can be used as a standard to judge its level of financial services? The author believes that with the globalization of our economy, the increasing homogenization of products, services and the paralleling competitive strength of different individual brands, brand competition will experience the evolution of a single brand competition to national competition and the Country of Brand Image of commercial competition will become an important bargaining chip. Based on the above analysis, the author comes to the conclusion that the research of commercial banking Country of Brand Image is necessary.Chengdu, in terms of national policy or geographical location, is of considerable strategic significance. At present, as an important western city of Chengdu, the services of foreign banks is still in the initial phase, the RMB business of the foreign banks have not fully been opened in the country, Chengdu people have little knowledge and trust in the foreign banks. Consequently, from the perspective of marketing, there is still great space of potential of business to develop for Chengdu people. How to develop and to what extent? This research will expatiate on these questions.This paper is written in three main parts. Literature Review is the first part of this paper. From which I obtained a lot of inspiration and avoided many detours and narrowed down the scope of the study. The smooth completion of this paper is made for I can stand on the shoulders of giants. The former literature reviewed some of the major effect of origin, China's attitude to foreign products and research centers and national consumer research, brand image research, product research and involvement of intent on the purchase of five plates starting with a detailed summary. Most of the second part is the designing process. This part recorded to say textual research structure, research assumption, the operational definition of variables, product and brand choose, questionnaire design process, explanations in the sample design and sampling results etc. The third part is the focus of this paper is mainly empirical analysis of the testing process. In this paper, the main conclusions are as follows:(1) Experience of origin brand image and brand reputation origin of the image, brand image and purchase intent among consumers bear positive relations. Origin image for commercial banks consumers to purchase intention have an impact far greater than the brand image.(2)Involvement will produce to regulate a function between Country of Brand Image and Purchase Intention, but then don't have a function of regulate to the relationship between Purchase Intention and Brand Image.(3) Ethnocentric will produce to regulate an effect between Country of Brand Image and Purchase Intention, but then don't have any function of regulate between Brand Image and Purchase Intention.Innovative point of this study is the first time to discuss the country of origin effect on the service industry.The limitations of this paper is to:(1)The sampling method was not quite preciseness. (2)There are some differences between purchase intention and purchase behavior, use the way of experiment to research the purchasing behavior is more felicitousness. (3)The inquisition conclusion may be different when choose the different brand.(4)The main factor which influence the Purchase Intention of Commercial bank still have a lot of other important factors.The apocalypse of this text research is as follows:(1) If the foreign capital bank comes from a super and flourishing nation, then can intensify its Country of Brand Image to help its Brand Image, if come from the weaker nation of the economic power, then should intensify its Brand Image only. (2)Chinese bank should do much work on the basic marketing. (3) All industry should help our country to boost up our Country of Origin Image. |
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