Strategic Thinking Open Environment Reputational Risk Management Of Commercial Banks

This paper attempts to select China Everbright Bank in an open environment, forexample, to analyze the current situation and problems of reputation risk management inChina’s banking sector, and on the basis of the analysis of the problem, with reference tothe international advanced management methods, the different characteristics of thetraditional media and new media, causes, mechanisms and solutions reputational riskanalysis of commercial banks, put forward the corresponding countermeasures. The fulltext will be in accordance with the concept of interpretation described the status quo, andrisk analysis of the situation, the idea of international experience analysis and reformproposals to expand.The first part clarify research issues related to the definition of reputational riskrelated concepts defined statement reputational risk, the importance and important factors.In order to prove the commercial banks through the first part of the description, thenecessity and urgency of the reputational risk management.The second part of the contents of the reputation of China’s commercial banks riskmanagement analysis and management models, the use of the investigation and analysis ofthe current reputation risk management system of China Everbright Bank to describe thecurrent situation of China’s commercial banks reputational risk mainstream managementmode, and compare the proposed and regulatory requires the existence of the gap.The third part is the face of an open environment, China’s commercial banks face newrisk situation, the part of the different characteristics of the traditional media and newmedia era, to the specific case as a carrier analysis in different environments, reputationrisk management the key points and management focus.The fourth part is focused on the second and third part countermeasures proposed toanalyze the existing problems, while drawing on the international advanced managementmethods, proposed such as: the establishment of a scientific, operational risk early warningsystem, focusing on the media crisis public relations and customer communications, Theproposal to build brand strategy and corporate culture.Of the end of this paper, reputation will gradually become the soul of the commercialbanks, strengthen the reputation risk management is an inevitable trend and the key to thedevelopment of commercial banks, China’s commercial banks in reputational riskmanagement there are still significant gaps and deficiencies, reputation risk managementof commercial banks should be formed in advance prevention and hindsight science, aunified management system, improve the assessment and early warning mechanisms,improve the ability to fight reputation crisis firmly established bank brand image andpromote the stability of the bank, and rapid development.