The Brand Communication Strategy Of Modern Commercial Bank

Today, China domestic commercial banks need to respond to a variety changes in the environment of homogenization caused by fierce competition. The brand trends and the transformation of the traditional banking business brought about by the development of new technologies, changes in consumer psychology will prompt banks to rethink the future path of development.China financial market has gone through so many marketing ways, like price war, concept war, advertising campaigns and so on. It will eventually establish and maintain good corporate brand as the core competitiveness means. Because of the virtuality of banking products, product homogeneity become an indisputable fact, it will finally lead to more intense competition in the banking sector. The brand of bank is unique and not easy to copy, which requires commercial banks to study the brand theory and focus on the formation of brand, so as to form new competitive advantages, and integrate the corporate brand development strategy and marketing strategy.How to develop and maintain the brand will be a problem for China commercial banks. Not only the china commercial bank has the same way of traditional banking brand, but also has some different characteristics. This paper will stand on the basis of previous studies, combined with the reality and made some comments finally. With the acceleration of reform in domestic bank sector after accession to the WTO, and the China financial market to foreign banks gradual open up, the China banking enter a new era of brand competition. As products are similar and the service are increased rapidly, the fact that a well-known brands of the banking sector, will enhance the competitiveness of the domestic banking brand, and finally get recognition of public. Brand communication of the bank has specialty as the core service, credibility and professional, focusing on cultural and intellectual, particularity in the bank’s corporate brand and brand relationship of product management.On behalf of the state-owned banks and joint-stock commercial bank in Taiyuan area, the ICBC and the China Merchants Bank has a very different way in image and brand of bank, but they both faced the same situation of changing needs of customer and increasingly intense competition in the market. It has practical significance to carry out a special study on communication of advertising and Design Systems Science program as soon as possibleThe paper analysis the problem of commercial banks on brand building from the way of communication, and make some suggestions on the brand building of the state-owned banks and joint-stock commercial bank in the Taiyuan area., It may be helpful for commercial banks respond to market competition, improve their work on brand communication...