Study Of Local Commercial Banks In China, Brand Building Strategy

With the advancement of globalization, market orientation and informatization, the competition is intense day by day, which is the same among banks. The state-owned joint banks and the nationwide joint banks have brand superiority over small and medium-sized commercial banks, which avail to their status in the competition, while the city Commercial banks develop irregularly. The small and medium-sized commercial banks have made lots of contributions to the local developments particularly to small and medium-sized enterprises through their nimble mechanism as well as some superiority, and have become important components to our country's developments. In the process of developments of these city commercial banks, there are also some problems, among which the most important is their brand. Their inferior in the brands make them less competitive than state-owned banks. Therefore, how to create brand and gain advantage in competition becomes a critical problem to the city commercial banks.This article attempts to make a comprehensive analysis of the foundation of small and medium-sized commercial banks' brand using some brand theories, including brand position, brand dissemination, brand marketing, in order to provide some references to brand foundations. It firstly introduces the brand theory and the trait of city commercial banks brand foundations, then make a description of the present situation and problems, analyzes the strategies of brand foundations, gives three examples to illustrate different strategies in the brand foundations, and finally present a feasible method to the brand foundations for city commercial banks.In the view of small and medium-sized commercial banks'present situations, we should actively create the brand for them and make them more competitive by the superiority in brands. The strategy should be: Firstly take a clean survey of the bank's business position, make the brand position; next, enrich the contents of brand which embodies in services and culture; third, market and disseminate the conception of the brand through many ways. Based on all above, the city commercial banks will establish their own brands and gain advantages in competitions and develop bigger and stronger.