The Research Of Commercial Bank’s Reputetion Risk Influence Factors In Our Country

Always pays attention to the commercial bank’s credit risk, operational risk, market risk, the risks of research, but for commercial banks to reputational risk research is shorter. 1997 Basel reputational risk to commercial bank listed as one of the eight risks of commercial Banks, and China’s regulators formal of reputation risk management began in 2009, the commercial banks’ risk management guidelines of reputation. Domestic reputation risk research time is shorter, mostly from research and analysis in theory, less use of reputation risk is the study of the quantitative analysis of specific indicators. From inside and outside two aspects, this paper analyses the reputation risk influence factors, and puts forward relevant policy Suggestions.Reputation risk is the stakeholders in the business activities in the bank on the negative evaluation, this evaluation is likely to bring losses to the bank. Reputation risk has diversity, its overlapping, difficult to measure, transmission speed, the norm, and the characteristics of the controllable degree of small, these features also bring certain difficulty to the commercial bank’s reputation risk management. For the reputation of the effective measures can help solve reputation risk management problem, but the related methods and indicators is less, the domestic scholar of the existing evaluation methods of game theory and factor analysis, measurement method has only just begun to try. At present, our country commercial bank with this kind of development trend: the regulatory system are perfected constantly, whether commercial Banks internal and external stakeholders awareness of its reputation in gradually increase, and the advent of the era of new media makes the spread of the commercial Banks to reputational risk is becoming more and more fast.The influencing factors of external reputation risk in commercial bank, China’s overall economic slowdown, the transformation and upgrading of economic structure, the new financial policy to the commercial bank’s reputation risk management has brought new challenges. Commercial Banks must adapt to stronger regulation, more serious financial competition market, the spread of new media era, faster speed of the effects of reputation. Related departments should improve the financial regulatory system to strengthen the supervision of commercial Banks to reputational risk. In the face of increasingly fierce competition environment, commercial Banks should also be positive to face new challenges, positive in terms of product innovation at the same time pay attention to the risk prevention. Faced with the challenge of new media communication way, strengthen the management of public opinion actively, active in the face of the media crisis, improve the commercial bank’s reputation.2009 released by the commercial bank’s reputation risk management guidelines "pointed out: reputation risk refers to the commercial bank itself in the process of operation, management and other ACTS, or external events, lead to stakeholders for commercial Banks to make the risk of negative evaluation. Good reputation to lay a solid foundation for the development of Banks, help to maintain good relationship with investors, enhancing investors’ confidence, maintain customer loyalty, and ensure the establishment of the credit relationship for a long time, reduce the negative stakeholders for Banks, prevent reputational risk. Scholars at home and abroad for the size of the commercial Banks to reputational risk assessment has not been an unified index and method, but the stand or fall of a bank reputation will eventually be reflected in its business performance, so choose the average return on total assets as substitution variables of reputation risk(good reputation can enhance profitability, the stronger the profitability, power and strength to have higher reputation risk management), the average return on total assets as the dependent variable.To internal factors, this paper use panel data model based on reputation risk internal theoretical analysis of the factors influencing the selection of the earnings per share, capital adequacy ratio, liquidity ratio, non-performing loan ratio, average annual wages, commercial bank branch number, college or above staff ratio index for empirical analysis. The empirical conclusion earnings per share, capital adequacy ratio, liquidity ratio, the staff average wages significantly influence on commercial Banks to reputational risk, there is a positive correlation relationship, commercial Banks should strive to enhance the level of their own profit and improve the liquidity ratio and capital adequacy ratio and so on to strengthen the risk control ability, actively enhance the capital strength of itself; Employees’ education level there is a negative correlation relationship of commercial bank’s reputation risk, because of highly educated employees into a larger, theoretical knowledge into practical ability needs time, employees in the traditional management pattern of the employees in the innovation ability and level has not been fully play, etc., commercial Banks should improve the quality of employees, strengthen the cultivation of talents, improve their innovation ability, perfect the incentive mechanism of bank; And the number of branches and non-performing loan ratio on the relationship between the reputation risk of commercial bank has not appeared in the empirical, but commercial Banks still can not be ignored in the operation and development does not bring the negative effect of economic scale, at the same time should also pay attention to improving the quality of credit assets, pay attention to recycling of non-performing loans.