The Research Of The Model Of Securities Company Brand Equity Based On CBBE

In recent years, with the rapid development of the domestic securities market andcontinuing to regulate the securities industry, plus the full liberalization of China’sfinancial industry, more and more the strength of the world’s leading investment bankenter China, increasing the competition in the securities market.To face the highly complex market environment, building strong brands hasbecome a broker to maintain an important position in the market means. As thedevelopment of the stock market is relatively short in my country, the barriers for theindustry, compared to others industries, there is no real market-oriented businesses insecurities industry, securities companies brand building has just begun. In order toachieve a sustainable competitive advantage in the fierce competition market, there isan urgent need to build their own strong brand for securities companies. And creatingbrand equity is the key to build a strong brand, thus the study has conducted in-depthand systematic research in securities company brand equity.In this paper, it takes the development situation of China’s securities industry asbackground, take the CBBE as a key point, and takes the whole brand of the retailbusiness of securities company as the object in the study, using a combination ofqualitative and quantitative methods, in the foundation of summarizing the scholars’study on CBBE and SBE and the results of the depth interview, and then construct themodel of securities company’ CBBE. Then, take scale development, research designand data collection, and take statistical analysis of questionnaires with SPSS software,verify the affection to securities companies brand equity from various factors, andamend the model last. In the final results, the basic influence factors of securitiescompany brand equity indirectly affect the market performance factors through themiddle variables, the brand attitude and the brand relationship; In the basic factors,the service quality/experience take a strongest affection to the market performancefactors. Finally, the results are analyzed and discussed, and I hope the study can play asimulative role in our securities companies’ branding and management.