Research On The Influence Factors And Control Strategies Of Reputation Risk Of The Agricultural Bank Of China Shandong Branch

In the process of globalization,financial institutions have played a leading role.China's banking sector has stepped up its pace to set up foreign subsidiaries,taking stakes in and holding foreign commercial banks to expand.Some large state-owned banks have become global systemically important banks and play a "stabilizer" role in global banking.Domestic banks have become the norm through the issuance of international financial markets,trading stocks and bonds.In this situation,the reputation risk of the banking industry has gone global.In recent years,the economic growth is slowing,rescue exit policies and economic restructuring,banking financial products,the risk of default of the trust business gradually appear,media reported about banking negative or negative evaluation is becoming more and more and the reputation of the banking institutions face a serious risk.The reputation risk of commercial banks is the risk of negative impact on commercial banks' operation and development of customers.Good reputation is the intangible asset in the development of commercial banks,it can greatly boost market confidence,to win the public's trust and support,will affect the operation of the bank performance,market value,and the overall competitiveness.Reputation risk has the characteristics of complex diversity,sexual nature and derivation,difficulty in measurement and overall harm,etc.,which brings great difficulties to the risk management of commercial banks.According to Harris-Fombrun reputation index system,the effect of commercial bank's reputation risk factors mainly have six aspects,respectively for the working environment,social responsibility,emotional appeal,products and services,vision and leadership,and financial status.Reputation in the commercial bank risk measurement recognition can help solve the reputation risk management problems,but at the moment,both foreign and domestic research on reputation risk is very weak,less specific management techniques and methods involved,there is a lack of a common reputation risk metrics,unable to provide strong theoretical support to management practice.Most of the commercial banks are still focused on qualitative analysis,lack of unified metrics,makes commercial banks to reputation risk monitoring,identification,early warning and disposal are difficult to improve reputation by competing risk control ability.Our country commercial bank's reputation risk management started late,reputation risk management idea is not mature enough,reputation risk control ideas have not gained popularity.Based on the research on reputation risk management at home and abroad,this paper discusses the reputation of the Agricultural Bank of China Shandong Branch's reputation risk management as its research object.What is reputation risk?What are the factors that influence reputation risk?How to measure reputation risk?How to build a measurement model?What is the problem with reputation risk management?In this paper,according to the basic theory in this paper,the basic definition-factor analysis-build model empirical analysis discusses the problems existing in the case-put forward the countermeasures to the ideas of the bank's reputation risk management.Based on the research both at home and abroad,combined with case analysis method,questionnaire method,empirical analysis and other research methods,from the concept of commercial banks to reputation risk,reputation risk management theory,the influence factors of commercial banks to reputation risk,reputation risk measure recognition and so on various aspects is discussed and analyzed.This paper analyzes the influence factors of the Agricultural Bank of China Shandong Branch's reputation risk,with the aid of Harris-Fombrun reputation index model of fuzzy comprehensive evaluation model is set up and carry on the empirical analysis,obtained the weight coefficient of each influence factor,puts forward the problems existing in the agricultural bank's reputation risk management,and gives the countermeasures to solve these problems.