Research On The Establishment Of Strong Brand In China 's Commercial Banks

Under the background of accelerating economic globalization and financial marketization, the global financial industry has developed great changes. Especially under the pushing of information technology, financial industry competition is increasingly fierce. Under the background, if the commercial banks want to break through in the international competition, it is necessary to strengthen the brand management. In the international market competition, the brand advantage is highlighted. The international famous commercial banks, no matter HSBC or Citibank, strived for the brand construction, using their powerful influence to control the market, and achieved remarkable results. To commercial banks of our county, if we couldn’t build our own famous brands and don’t have core competitiveness, we will not be able to compete with the foreign banks and we will not gain the competitive advantage in the international market, or even be eliminated. Thus our country must strengthen the brand construction of commercial banks. It is not only to meet the regular development of the bank sector and meet the needs of the customer brand pursuit continuously, but also to cope with the urgent need to the internationalization of financial competition.This paper takes the commercial banking brand management as the study object, according to the view of economics, being based on the use of brand-related systems theory, and draws on the experience of advanced brand of foreign advanced management of banks. Then we sum up the path and build a strong brand strategy of Chinese commercial banks. Capture the essence of the brand and the industry, and take the road of "four modernizations" which is the difference, scale, network-based and humane. In order to reduce the cost of customers searching and matching, commercial banks can use the service strategy, channel strategy, communication strategy, experiential marketing strategy and brand portfolio management strategy to build a strong brand. According to brand building and management of the status quo of our county’s commercial banks, and from the strategic point view of enhancing the commercial banks’ core competitiveness, we put forward relevant countermeasures for the brand building of commercial banks. Our purpose is building a strong brand played inspiration for other commercial banks in our country.It is worth noting that China’s commercial banks’ brand building is far from the international advanced level that they should be. It’s lack of trying in deep understanding of the brand and lack quality of the brand proposition. China’s commercial banks don’t have an outstanding brand image and brand management system. Under the new situation, there is a long way to build a strong brand of China’s commercial banks.