The Analysis Of Brand Image Construction For Municipal Commercial Banks

From the middle of the twentieth century, tertiary industry has become the fastest growing industry of global economy. The ratio of service industry which is a part of tertiary industry in the whole economic structure becomes bigger and bigger. With distinctive feature, banking plays an important role in different countries around the world. As the economic globalization develops further, Chinese financial reform goes deeper. Great changes have occurred in the overall situation of Chinese banking:the monopoly of state-owned banks has become to three-hierarchy structure which includes state-owned bank, joint-stock bank and regional bank.Among them, Chinese municipal commercial bank evolved from urban credit cooperatives and develops gradually. But with limitation of environment, resource, capital scale and other factors it has and the competition pressure from state-owned bank and joint-stock bank, municipal commercial bank could not attach great importance to building brand image. Therefore, building brand image has significance for enhancing competitiveness of municipal commercial bank and improving its popularity.Both industry and academia have paid attention to brand image construction. However, municipal commercial bank appeared quite late in China and develops in a unique way. So there is an absence of systematization and normalization in the study of brand image construction. Based on the theories related to marketing, communication and brand equity, this paper tries to explore some laws of brand image construction of municipal commercial bank and supplement the brand theory of municipal commercial bank. Through the empirical study to analyze examples of brand image construction, this paper puts forward specific proposals to provide some references for brand image construction in future.This paper uses the questionnaire survey and in-depth interviews as the research methods to study Huishang Bank as an instance, and finds the current situation and problems of its brand image construction. By the result of empirical study, this paper offers some opinions and suggestions about the brand image construction of Huishang Bank with brand equity model. This paper is organized as follows:Chapter one:Introduction. This chapter analyzes the origination of the title and its research significance, and also gives a brief description of research method and the innovation of this thesis. In research overview, the author reviews the theoretical literature related to brand, brand equity theory and its composition. From macroscopic and microscopic aspects, this paper presents the research frame of brand image construction of municipal commercial bank to provide the theoretical basis for the following empirical study, and points out this research direction and thought, and summarizes its deficiencies as well. This chapter also introduces the selecting thought of this case study and its main research method.Chapter two:The current situation and the main problems of brand image construction of Chinese municipal commercial bank. This chapter presents the system constitution and developing history of municipal commercial bank and performs text analysis about its the current situation. On this basis, the author pus forward the necessity of strengthening brand image construction of Chinese municipal commercial bank, and also points out its main problems.Chapter three:Empirical study. In this chapter, the author selects Huishang Bank as an instance, and analyzes its background, development and current situation. This chapter not only introduces the purpose, frame and object-oriented features of this empirical study, but also explains the standpoint and reason about the objects selecting of the questionnaire survey and in-depth interviews and the implementation method in this research. Besides, the design process and structural feature of the questionnaire survey are introduced in detail. Finally, the author selects three kinds of banks in different levels:national bank, municipal commercial bank of the same type, and western community bank, and then gives the contrast analysis of these banks and Huishang Bank to find their disparity and deficiency.Chapter four:Collecting and analyzing the result of empirical study. With SPSS19.0this chapter analyzes the questionnaire result and concludes the in-depth interviews result. Based on Star model of David A. Asker’s brand equity theory, this chapter conducts descriptive statistical analysis, relational measurement and multivariate regression analysis to analyze the questionnaire data. Drawing conclusions from the following five angles:brand loyalty, brand awareness, perceived brand quality, brand association and brand proprietary asset. According to the questionnaire data and interviews result, this chapter uses SWOT analysis to study Huishang Bank.Chapter five:Conclusion and suggestion. Based on Star model of David A. Asker’s brand equity theory and the data results, this thesis concludes the current situation and the basic problems of Huishang Bank at the present stage. Then the author puts forward concrete suggestions and strategies. In the end, the author also points out the limitation of this thesis to help the researcher who are interested in this field and provide them with some research ideas.