Under A Strong Brand Personalization Options

At present, China's financial market has been opened in the round and the reform on banking system is also in process, under this kind of environment, the already existing comparative advantage of small commercial banks is getting weakened while their comparative weakness being shown progressively. Facing the double drastic competition from both the Big Four state-owned commercial banks and the foreign banks, small banks must adjust their management tactics so that they can establish their own competition advantage and stand firm. This thesis has put forward and made the view of shaping the small banks into high-quality brand banks through the adjustment of their marketing strategy, which is mainly summed up as product brand marketing and image brand marketing. Having used the successful case of foreign small bank for reference and considered the practical experience of some domestic small banks like China Merchants Bank, the thesis attempts to break the traditional bank marketing idea and encourage the small banks to exploit market by way of individualized marketing strategy, building up their special and unique brand for oneself. A particular market orientation and flexible management tactics will gain more customers for small banks and help them to find one's own position accurately. To seek development in changing is a right approach in management and such a try can not merely widen the thoughts for the depth development of our banking marketing, but also promote the individualized development of small banks.