Commercial Bank Brand Competitiveness Evaluation Index System Design And Improve Countermeasures Research

As the banking reform becomes deepening and the open degree deepens unceasingly, the competition between banks becomes more intense. At one hand, pluralism and homogeneity of the products and services give customers more chance to choice, in this context, all commercial banks have to strengthen the brand’s operations to gain a competitive advantage, which prompted commercial banks to take more attention to brand. On the other hand, customer’s needs are changing, if banks provide products and services on the basis of, customer s’needs, they can still stand out in the homogenization of the product and services markets. So only meet customers’need can bank brand get recognized by the customers, and thus gain a competitive advantage.At the beginning of this study, the paper recalls the past theories, which takes the relevant theories of brand competitiveness as the center. Secondly, on the basis of interviews and theory, the paper analyzes brand competitiveness evaluation index of commercial banks, with a focus on building a evaluation system of brand competitiveness of commercial banks. Then, by analyzing the data got through questionnaires, the paper applies the system to real banks. After that, the paper gives some suggestions for commercial banks to improve their brand competitiveness, which contain strengthening brand awareness, taking measures on customer relationship management, enhancing brand experience, innovative products and services, deepening brand culture communication and so on. On the basis of the evaluation system brand competitiveness of commercial banks which was built before, the paper takes Nanjing branch of China Merchants Bank as an example to verify its practicality. Finally, point out the main research achievements and deficiencies.