Research On China’s Commercial Banks Reputation Risk From The Perspective Of Network Communication

Reputation as intangible assets has been paid more and more attention, while banks operating as a special currency enterprise, has a unique reputation dependence. For commercial banks, whether it is traditional deposit and loan business or intermediate business, have a high demand for reputation. Reputation for banking operations and competitiveness has a certain impact, for example, has a good reputation in the commercial banks, can attract more customers to deposit, higher stability of deposits, the loan business has more bargaining power, At the same time, more and more enterprises, institutions, individuals are willing to accept its offer consulting, agency, trust, financial services to bring stability income to intermediate business, and vice versa. Conversely, if the reputation of the commercial banks in poor condition, its appeal to customers is relatively low. At the same time, the bank provides products and services in higher degree of homogeneity, in the case of receiving the same service, customers are more willing to choose a better reputation commercial bank. In a certain sense, reputation is the lifeline of commercial banks.At the same time, commercial banks reputation has a high vulnerability, vulnerable to external factors, the rapid spread of the negative comments offset in the short term over the years accumulated a good reputation for a long time. In particular, the rapid development of Internet technology in recent years, has broken through the restrictions of geography, time, language, spread faster, wider range. Some minor risk events tend to spread, in a very short time to upgrade, bring new challenges to the reputation of bank risk management. Therefore, how to adapt to the new external situation, strengthen the management of reputation risk of commercial banks under rapid development of network, prevent and eliminate the hidden risks of reputation, has become an important content of risk management of commercial bank.Therefore, based on the review of the literature, empirical study, according to the propagation characteristics of the network media and traditional media, network communication channels by Analytic Hierarchy Process contrast with the traditional channels of communication on the evaluation of the commercial bank’s reputation, build the reputation of the commercial banks risk management evaluation index system, combined with the application of the indicator system,draw the following conclusions:(1)Compared to traditional communication channels, network communication on the impact of reputational risk management evaluation of commercial banks more;(2) In the network communication channels,"micro-blog" and "portal" on Evaluation of commercial banks reputation risk management greatly, and the "search engine" and "official website" little effect. At the same time, base on the index system, propose the measures to strengthen the risk management in the network communication environment and provide a reference for commercial banks to protect their own reputation.