Brand Effect And Brand Strategy For The State-owned Commercial Banks

The growth momentum of China’s commercial banks began to slowdown in the year of2012, non-performing loans slight increase and year-on-year growth rate is expected to drop to moderate growth in the range of17%-20%. In2013and even for a longer period of time in the future, commercial banks will face severe challenges, for example gradually narrowing spreads, weak deposit growth, more pressure on asset quality and fee-based business development is becoming more and more limited, earnings growth will significantly slow. Particular, China’s market-oriented interest rate reform and substantial acceleration pose a real,comprehensive and far-reaching challenges on commercial banks.With the deepening of China’s accession to the WTO, the protection of the financial industry increasingly relaxed, the financial sector is transferred from a seller’s to a buyer’s market. Not only a large number of various types of bank ownership continue to emerge, but also foreign banks with rich management experience, strong working capital, standardized management, advanced intermediate business philosophy poured in. In a word, China’s banking industry is facing unprecedented competitive pressures.How can the China’s banks breakthrough under internal and external pressures? Strengthen brand awareness, provide personalized products and take the brand strategy is the only way. This paper is to study under the competitive environment, how can the China’s banks improve the bank’s overall brand by product brand, path a road of brand management with its own characteristics.The article is divided into four chapters, the first chapter focuses on the background and related theoretical basis of this article. Started from the origin of the brand, it put forward new concept of consumer-centric brand, reveals the distinctive exclusive characteristics of the brand and first explain both positive and negative aspects of the brand effect.The second chapter is the theoretical analysis of the article, elaborated on the steps of the bank brand strategy, from the STP market positioning, overall CIS image shaping, brand communication to brand management and maintenance.The third part based on the context of the deepening of China’s reform and opening up and small micro-enterprises become a new point of the new round of China’s economic growth, select the Bank of China’s small micro-enterprise loan products with distinctive features " Credit factory of BOC "to do the case study. It is the first time to use the principles of statistics to measure brand building effect, quantitative analysis of the results of brand building, and pointed out the success and the lack of the brand. On this basis, examines the interaction between the product and overall brand.Finally, the article analyzed the results of the third part. Combined with China’s national economy at this stage and the development of the banking industry in the status quo, and aimed at the brand building of the Bank of China, proposed policy recommendations, namely "strengthening brand awareness, strengthen brand management and protection "," attaches great importance to the brand effect, make more efforts to unearth the brand value ","the brand as an asset to operate and promote the scientific development of brand strategy".